Iberflora interviewsIsabelle Falger , manager of the marketerValencia Plant Export , and that is part of a saga of professional dedicated for decades to the cosmetic industrial plant . His grandparent were cosmetic plant life producer in Germany and later his father Rolf Heusser commit himself to marketing . De facto , Heusser was one of the first international guests at the funfair . Isabelle Falger fall in dear with Valencia on a trip-up and put down professional roots , open for the family business a unexampled stage business chance between Spain and Germany that became Valencia Plant Export . Since then Isabelle is a benchmark for the international sales event of the sector .
Valencia Plant Export was prove in 1999 in Spain , and bit by bit this family business was move to take root in Valencia definitively . What were those first year like when Isabelle Falger enter on a business adventure in a alien commonwealth ? ?
" My father was an importer of ornamental plants in Germany and I followed that path . I was in charge of make the purchase of plants for him in the class 99 . It was a seasonal job . , in natural spring , and it was very simple that unlike today could be done by a exclusive soul … The problem at the rootage was the oral communication but the Spaniards were always very open to someone who fuck how to link gesture . , with non - verbal language . Over time as I canvass business and did the Erasmus in Cádiz and internship in Valencia , improved the language . And it is that sleep together the terminology is the first stair to be able to set up a byplay overseas , connect with mass and sympathize the mentality of each rural area . "
Valencia Plant Export of late fulfilled 20 eld of experience , How does she measure the development of the company in all these year ? ?
" In the early twenty-four hours , we had to teach nurseries how German string could be served undifferentiated and clean product . , because the German market needed a gross production for its last sale . So , ab initio , the important thing was to set up calibre standard . As well , you had to get to the glasshouse what the client ’s motive were , to recognise what they had to grow . Subsequently , professionalization has pass in the labeling and transport of the Cartesian product and its security . In the last 6 7 years , the most significant thing has been to be up to date on all European legislation on sustainability or flora health . Today we have to interest about G of things to comply with the markets and their rule . "
" Regarding the company ’s figures , we are tripling in 22 years the volume of sales we had at the beginning of our journey . We are also tripling the intensity of body of work we have gone from being a two - mortal company to the current eight . "
Although the beginning of the pandemic was spastic for the sphere , in the medium - recollective term a gold rush in Spain in the consumption of flush and plants has been confirm . Has this boom also pass off in Germany ? even though the land already had a more rooted plant life culture than Spain .
" 2020 , the yr in which the pandemic begin , the crisis affected us a lot negatively because it caught us at the bloom of the movement . About Us , at 10 workweek we do 90 % of the line of the year and the total restriction materialize in that period so we lost until the 40 % sales . Still , seen as a whole , 2020 was a jolly salutary year , since once we already had to have lose the 40 % and we know he was n’t going to recover , finally we were able-bodied to extend the campaign . multitude buy a fortune of industrial plant and the losses were left a 30 % . It was a very tough year.2021 was our unspoilt year , recovering the sales of 2019 , which had already been very effective . "
" The German marketplace is more stable while in Spain there are more ups and downs since depending on the economical situation of the land is spend more or less in the garden . However , the German flower and plant market depend on tourism , since , if German can go on a trip , does not place so much in the garden . And that ’s what we ’ve see in May of 2022 . People were so eager to go on a trip that in mid - May the sector stopped and had a leftover industrial plant that was already sold . "
" We must also bear in mind that every class is different in our sector and therefore we must be one of the most flexible sectors because we reckon a lot on the weather condition and the economical situation . "
Today Valencia Plant Export is very involved in dissimilar associations and sectoral organizations . In addition to being part of the Organizing Committee of Iberflora , they are also fighting extremity of Asfplant , the Professional Association of Flowers , Plants , and Horticultural Technology Valencia . Why does Isabelle Falger consider it interesting to be part of unlike entities and sectoral enterprisingness ? ?
" The welfare work us is to be up to date with the regulation that derive out of Brussels because we want to conform promptly . Thanks to being involved in these entities I am very informed of issues that touch pollinators , recycling , the peat … The client is the first to ask me to be adapted to the new rule and the manufacturer must be inform of this . "
Iberflora is educate a new , more experiential , and innovative concept in 2022 , Iberflora New Generation , an event to cultivate , but also to find out and have fun . What does she expect from the next edition of Iberflora ?
" I like that I talk about a " new generation " bonny , of the future , because I want to take reward of this concept to point out that our sphere is aging and Iberflora can push young the great unwashed to wager on it , that there is a generational change . It is significant to pay attention to young hoi polloi and give a positivist prospect of the sector . Do n’t just talk about problems , but the possibilities of the sector and Iberflora is a very good chance to invite schools , to all type of students and also to foreign pro , to show them what to work in this sector in Spain , as I did , it can be an prospect of the hereafter . Iberflora is a very good chance to abide with the positive point of the sector so that young people have a positive mentality . "
For more information : Iberflorawww.iberflora.feriavalencia.com
