Close customer dialogue is the key to growing the business

With more than 300,000 m² of production and over 40 million plants annually, Bygrowers and Rosa Danica have built a large-scale pot plant business serving customers across Europe. CEO Nicolai Abildgaard says the company is focusing on sustainability and close customer relationships, while dealing with persistent cost and pricing pressures.

Bygrowers operates more than 200,000 m² of production, while sister company Rosa Danica adds more than 100,000 m². Together, they produce more than 40 million plants per year across 38 cultures.

Around half of that volume consists of year-round products such as Kalanchoe, Chrysanthemum, Saint Paulia and pot roses. The remainder is made up of seasonal products, including Poinsettia, Osteospermum, Margerits, Pelargonium, Asters and Schlumbergera.

Bygrowers is particularly known in Europe for its 6 cm Kalanchoe, while Rosa Danica has built its reputation around Kordana pot roses and Tendenza Schlumbergera.

Sustainability
For Bygrowers, sustainability is being addressed through several routes, from energy-saving technology to cooperation with breeders and trials with alternative growing materials. “We are working on saving energy with new technology and close cooperation with breeders for new varieties which can be produced more sustainably,” Nicolai says. The company is also continuously testing ways to reduce the amount of peat used in production.

Sustainability requirements are particularly relevant when working with larger retailers. Bygrowers holds MPS GAP certification at the highest level, which Nicolai says helps demonstrate the company’s efforts. “Bigger retailers are asking for details, but through our MPS GAP certification on the highest level, they know we do what is possible at the moment.”

He describes certification as increasingly becoming a prerequisite rather than a premium. “It is just a part of the game. If you don’t do it, it’s not possible to do business with these kind of customers.”

Cost pressure remains
While sustainability requirements continue to develop, the fundamental economics of growing remain challenging. “The pricing is always under pressure, and prices are not keeping pace with rising costs,” Nicolai says.

Weather adds another layer of uncertainty. “Weather is always a challenge and can make the difference between a good and a bad year.”

Customer dialogue
The company’s customers are spread across Germany, Scandinavia, The Netherlands and England and include retailers, garden centers and wholesalers. For Nicolai, maintaining close contact with them is fundamental. “Close customer dialogue is the key to growing the business.”

Trade fairs are an important part of that dialogue, giving Bygrowers and Rosa Danica an opportunity to present their broad assortment and meet customers face to face.

For more information:
Bygrowers
[email protected]
https://bygrowers.dk/en/