Lilies ‘per bud’ concept

Roselily ‘per bud’ concept  - photo: René Faas

Roselily ‘per bud’ concept – photo: René Faas

“Lilies are not necessarily reserved for owners of spacious homes”, thought the Dutch cooperative growers association ‘Rose Lilies’ operating under the Roselily brand. Together with mediator CNB and Moerman Lilium, both in Netherlands Roselily introduced the ‘per bud’ concept.
Out-of-the-box into the box
“We don’t do enough out-of-the-box thinking. Examples? ‘A lily has to weigh this much and be this long.’ But there are more ways to sell flowers than that,” says lily forcer Jaap Moerman to Jeannet Pennings from CNBs news portal Premium Varieties. Moerman contributed to initiating the ‘Roselily per bud’ concept.
The idea was sparked when Moerman first displayed individual lily buds in vases during a trade fair presentation a few years ago. “They attracted a lot of attention,” he says with enthusiasm. Last year, CNB elaborated on this idea, and the result is the recently developed consumer packaging for Roselily products.
The new concept involves selling the double-flowered Roselily cultivars not by the stem but by the bud. The flower is presented in a beautiful, easily recognisable cardboard package including a small vase. Gift packaging containing three of these vases is also available. The flowers presented this way should remain attractive for about a week.
Positive feedback on prototype
Moerman is pleased with the results and the positive feedback he got on the prototype. He also emphasized in the Premium Varieties article: “We still have to see whether it will really catch on with consumers. Selling something once isn’t that hard, but will people keep buying them? That’s why we won’t be promoting this concept on a large scale straightaway: it’s not really a mass consumption product. First, we want to try it out among a number of florists and small-scale retailers. We can then apply what we learn to work out the concept in greater detail. If the test phase is successful, it will be a nice opportunity to expand the market.”
Roselily ‘per bud’ concept  - photo: René Faas

Roselily ‘per bud’ concept – photo: René Faas