For thirty years, Ron Jeronimus was active in France on behalf of Bloemenbureau Holland (Holland Flower Agency). During this period, he gained a clear picture of the French market for plants and flowers. This allows him to identify several factors that cause the faltering of Dutch plant and flower exports to Marianne's republic.
At the end of October, Ron Jeronimus closed the doors of the BBH office in Paris that he himself opened thirty years ago. BBH decided to close the office, effectively terminating Jeronimus’ post. The organisation will be reshaping its promotional efforts in European countries. Throughout his BBH career, Jeronimus carried out countless projects for the promotion of Dutch plants and flowers in France.
Over the past three decades, this also allowed Jeronimus to form a clear image of the French market for plants and flowers, which has been suffering after Covid. According to figures by Floridata, the export of plants and flowers from the Netherlands is lagging: last year, the third-largest market for Dutch flowers showed a drop of just under ten percent in the export value of plants and flowers, reaching EUR 786 million. After three quarters, this year is also still in the red, by 7%.
