Naaldwijk, September 19, 2023 – Equaflor Carnations, a leading player in the floral industry, embarked on a new chapter of growth and efficiency on September 1, 2023, by relocating from the Naaldwijk auction to ‘Jupiter,’ an expansive business park situated just opposite their previous location. This strategic move allows Equaflor Carnations to leverage modern facilities and ample space to expand its operations.
Equaflor Carnations, formerly known as Iberflor, traces its roots back to over 30 years ago when founder Kees Vreugdenhil established the business as a flower processor for Royal FloraHolland. Initially processing bunches of carnations sourced from Spain for auction, the company’s success led to a pivotal moment when suppliers from Spain requested direct shipments. Embracing this opportunity, the company underwent a name change to Iberflor, a nod to its focus on Spanish carnations.
Over time, the carnation supply landscape evolved, with Turkey emerging as a significant cultivation hub. Today, carnations primarily originate from Spain, Turkey, and Morocco, with a growing presence in Colombia. Equaflor Carnations has strategically adapted to these shifts in the industry landscape.
Son Davey Vreugdenhil, who joined the company in 2020, plays a pivotal role in sales and purchasing, ensuring Equaflor Carnations remains at the forefront of the floral market. Their distribution network extends across Europe, with weekly to almost daily arrivals of trailer loads of spray carnations and standard carnations via a 5-6 day truck journey from cultivation hubs. Equaflor Carnations carefully distributes these floral shipments to a diverse clientele, who further process them into stunning bouquets for retail customers.
While Colombia’s burgeoning carnation industry presents an enticing prospect due to the flowers’ heavier quality and growing demand, Equaflor Carnations continues to focus primarily on its core cultivation regions. The company’s steadfast commitment to quality, efficient distribution, and adaptability has solidified its position as a reliable and innovative partner in the floral supply chain.
In the Netherlands, Equaflor Carnations manages its own delivery operations for transportation to Aalsmeer and Rijnsburg. For distribution in these regions, the company collaborates with the services of Johan van Dijk, ensuring that their flowers reach their destination promptly and in pristine condition.
The move to the Jupiter business park signifies Equaflor Carnations’ unwavering dedication to delivering excellence in the floral industry. With new facilities and room for expansion, Equaflor Carnations is poised for continued growth and innovation, all while maintaining its reputation as a trusted name in the world of carnations.