With Intenz, VDE Plant aims to market a brand that inspires and contributes to a healthy, green lifestyle. We sit down with co-owner Karin van Eijk (cultivation and new business) and Sven Bakker (sales) from VDE Plant to talk about the family business, Intenz and their marketing strategy.
With 175,000 plants a week over 9 ha, there is a lot of activity at VDE Plant. In its 75 years of existence, the company went through many phases: after starting in vegetables, they switched to roses, and then made the decision to go for potted plants in the 1980s: now their product range includes coffee plants, Clusia, Philondendron, hydroponics and special gift items.
Increase or downsize supply?
Karin: "Whereas about 20 years ago we supplied about 95% of our product on the clock, now it is only about 15%. The rest go via direct sales." These are turbulent times for the industry, and so too for VDE Plant. Sven: "During the COVID pandemic, . Eventually, sales took off. We had to work extremely hard not to have to sell "no". Then, when the war broke out in Ukraine, we were left with our products: there was no outlet. Now, stable sales and pricing seems to be returning."