In the presence of no fewer than 400 guests, last Friday evening marked the celebration of Decorum’s 25th anniversary. The growers who are part of this club – currently consisting of 27 plant growers and 24 flower growers, collectively bringing over 4,000 different products to the market – represent top quality within their own range and have established a brand that is now well-known far beyond international borders.
In the mid-nineties, Peter ten Have (J&P Ten Have) and Goos Hofland (Hofland Flowering Plants) joined forces. By placing the most beautiful specimens in a separate tray, they hoped these would receive extra appreciation. And it worked. In 1999, it was decided to label these quality plants separately, and thus the creation of Decorum was a fact.
At the celebration, which was attended not only by members and partners but also by former members, former employees, customers, and other relations, the men reflected on the past 25 years. It was also exactly 10 years ago that the first flower growers joined, following requests from some German customers (delicatessens that filled the entire plant shelf with Decorum products but also wanted to include flowers). This collaboration has since ceased, and the membership has changed over the years, but flower growers from the first hour, Jaap Moermans and Rob van Dijk, were present.
The ambition for the coming years is clear: to build on what exists. Director Ron Kloos: “We have been around for 25 years, but you could also say: we are only 25 years. Expressed in a human lifespan, you are at the beginning of your career, and the possibilities are still immense.”
The company has not pinned itself down to compelling ambitions, but growth in itself is beautiful. “There are still flowers and plants missing in the breadth of our assortment, so in that regard, there is room for growth. It is also not ruled out that a foreign grower will ever join, but that is not an end in itself. In addition, there is always room for improvements in quality, sustainability, and further brand development.”
On the website, there is a beautiful video looking back at 25 years of Decorum.
At the meeting, a moment was also taken to remember the late Maurice Nederpel. The man died from a brain tumor, prompting the organization to collect for the Brain Foundation. It was said that donations were generous, and Decorum topped up the donations to come to a nice round figure.
For more information:
Decorum Company
World Horti Center
Europa 1, 2672 ZX
Naaldwijk, the Netherlands
Tel.: (0714) 61 53 72
Mob.: [email protected]
www.decorumplantsflowers.com