Preventing decline, investing in professional expertise
In a constantly changing market, Coloriginz has been adapting for more than seventy years to align supply and demand. The wholesaler of specialised brands — from perfumed roses and exclusive flowers to Italian cut foliage — operates worldwide, while keeping its heart in the Netherlands. From here, the European market is served.
Coloriginz, formed through the merger of OZ Import and Oudendijk Import, is the trading company of Dutch Flower Group. Under the Odilia label, Coloriginz brings exceptional exotics to the market, including Leucadendron, Leucospermum and Cape Green, as well as special Proteas such as Pink Ice and Arctic Ice. Some varieties, like Protea Barbigera, grow only in specific regions of South Africa.
"Over the years, we have become highly professionalised," says commercial manager Don van der Meer. "In the early days, the flowers were literally picked in the wild. Today, we work with advanced breeding processes to continuously improve and maintain consistent quality."
To ensure year-round availability, Coloriginz expanded cultivation to more northern regions of Africa, as well as Portugal and the Azores. "The Mediterranean climate there is comparable to the Fynbos habitat of the Eastern and Western Cape, but the season starts later," explains Van der Meer.
Preventing decline
Don sees a clear shift in the market. While florists are increasingly focusing on the premium segment and event styling, sales to consumers through retail are growing. Supermarkets and DIY stores, in particular, are demanding higher quality and more innovative products.
"To secure sales, fixed price agreements are often used. However, we must be careful to prevent a decline in diversity. We cannot allow small growers with unique products to disappear from the Netherlands. Their expertise is precisely what enables us to continue to stand out. To preserve this, we must be willing to pay a fair price."
Organic flowers
Sustainability is an integral part of Coloriginz’s business operations. Growers hold GRASP, MPS and FSI certifications. The focus is on reducing CO₂ emissions, minimising plastic use and other waste streams, and implementing circular water management. The shift from air freight to sea freight is also part of the company’s sustainability efforts.
Don explains:
"We are increasingly making choices that place less emphasis on profit and more on sustainability."
Since last year, Coloriginz has been SKAL-certified and supplies organic flowers.
"Cost price and quality are a significant challenge, but we see it as a necessary exploration of the future market."
The power of collaboration
Despite its international character, Coloriginz places great value on its collaboration with Plantion.
"For florists looking to purchase innovative products in smaller volumes, the auction clock in Ede remains an attractive option. Plantion aims to offer a complete range without members competing with each other. We provide additional value by making the Odilia assortment available five days a week. To keep logistics efficient, we work with one central delivery moment per week."
According to Don, the strength of the collaboration lies in combining international market knowledge with local expertise:
"We explore international markets and share that knowledge. Plantion knows what is happening in stores and among consumers. By joining forces, we can keep the range of products surprising and contribute to a strong and healthy sector."