News » 28.05.2025 - NL: "We want to demonstrate the power of our collaboration"

The Riza Growers collective is set to host its first Riza Expo at their inspiration center from June 4 to 6 and June 10 to 11 in Wateringen. This event is aimed at exporters, retailers, trade professionals, and garden centers. "This is our opportunity to showcase why Riza was created," says Henk de Jong, the commercial director of Riza.

The concept of a collective for flowering plant growers emerged over three years ago, resulting in the formation of a cooperative now comprising six family businesses. These businesses have centralized their sales through Riza, allowing them to offer their products collectively. "We have a young, enthusiastic team," Henk notes. "The shared values inherent in family businesses foster a strong bond, which is evident in everything we do."

Henk de Jong of Riza

Value creation
According to Henk, Riza focuses not just on volume, but primarily on creating value throughout the supply chain. "We actively engage in the connection between grower, exporter, and end customer. Our goal is straightforward: providing the right plant, at the right time, in the right place."

The Riza team maintains strong involvement with both domestic and international customers. "We are demand-driven, which exporters appreciate because they offer a wide range of products but can't specialize in everything. We have deep expertise in our product groups, helping us collaborate effectively to transition products to the store shelf."

Riza Expo
The Riza Expo offers a unique opportunity to explore the inspiration center from the inside. "Visitors will be immersed in our world, exploring our selection, new ceramic lines, and thematic presentations designed for retail," says Henk. "We'll demonstrate how data and product knowledge can enhance value."

A distinctive feature of the expo is the use of QR codes on each product, providing a data link. "By tracking where plants are scanned, we can offer more targeted advice based on those insights. Additionally, there's a plant coach available to answer consumer questions, and the feedback we receive is valuable information for the entire supply chain," Henk explains.

For whom?
The Expo is designed to be relevant for export partners, garden centers, florists, and retailers. "Our focus is on the customer, their goals, and the end consumer," says Henk. "We aim to develop annual calendars with our customers, offer workshops, and create tailored product combinations. Everything we do is intended to help customers optimize their shelf space. It's about fostering cooperation and efficiency, especially in a market where margins are tight."

Future vision
Riza is dedicated to four core values: excellent service, a wide and deep assortment, data-driven operations, and sustainability. "We strive to be a welcoming place that inspires," Henk says. "It's important to us to have meaningful discussions about how we can collectively enhance the supply chain."

Planning a visit?
You can register for the Expo at rizagrowers.nl/expo. The Inspiration Center will also remain open by appointment after the Expo. "We hope this really becomes a meeting place for our customers and their customers," concludes Henk.
 

Source: www.floraldaily.com

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