2020-09-24

Networkers are more successful

Networkers are more successful
 
Author:
Managing Director Media Concept Schweiz AG

Companies are more successful in larger structures and partnerships. This principle has been determining the actions of entrepreneurs for several years now. Until the 2000s, however, in most European countries the tendency to become a " successful and unknown entrepreneur" was the method of choice. One did not want to share "secrets" with neighbours and colleagues. What does it look like today? Are there successful networks in the "green industry? In this blog post, we take a closer look.

There is a country in the horticulture industry that has always taken a somewhat different path: the Netherlands. As early as the 1970s, it was recognized in the Netherlands that exchange, from cultivation methods to marketing, strengthens rather than weakens individual companies. This way of thinking is certainly an important reason why the horticultural industry in Holland is usually at least one step ahead of all other countries.

The strength of Dutch horticulture has always been the exchange of production methods
The strength of Dutch horticulture has always been the exchange of production methods

Today's successful cross-border networks are often held together by "genetics". In recent years, some plant breeders have succeeded in establishing successful partnerships of production companies around their breeding programs. Some well-known examples are:

  • Endless Summer® Hydrangea
  • Magical® Hydrangea
  • Runaway Bride® Hydrangea

Some examples of successful genetics with networks behind them
Some examples of successful genetics with networks behind them

The most important prerequisite for sustainable success is a consistent and high product quality! What use is good starting genetics if the cultivation methods are not right or the production facilities do not meet the requirements. The end consumer expects flowering plants at the point-of-sale that fulfill all advertising promises.

In the case of the garland hydrangea Runaway Bride®, Garry Grüber from Cultivaris, in collaboration with Media Concept Switzerland and RiPlant, has succeeded in developing a brand that delights consumers. The key elements are:

  • Special growth habit and flowers on every leaf internode
  • Extremely rich flowering
  • Very good winter hardiness
  • From small plant in 17 cm pots to solitaires in a 15-liter pots, there is something for every garden and every budget.

The Network of the production nurseries
The Network of the production nurseries

Leading producers from different European countries meet twice a year to exchange information. The overarching goal is a high production quality and the further development of the brand. The Runaway Bride® producer network offers a classic win-win situation for the members and all participants in the value chain. Good quality - high availability - secure sales opportunities!

Would you like to learn more about the successful network or develop a brand yourself? We look forward to a personal conversation with you.

 

Author:
Robert Wacker
Managing Director Media Concept Schweiz AG
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of Media Concept Schweiz AG, he regularly writes articles for this blog.