A chance meeting in a cold store 20 years ago. The beginning of a new, warm partnership between Cees de Mooij (former Greenflor director) and his Tunisian business partner Ataya Lotvie. A classic example of Greenflor’s core values of pioneering, innovation and entrepreneurial drive.
Pistachia and other cut greens
Pistachia is an immensely popular cut vegetable imported exclusively from France and Italy 20 years ago. But according to Ataya, Tunisia was also overflowing with it. Innovator Cees saw opportunities and dared to take the plunge.
After a successful first business trip, the tone was set; the quality of the cut greens was good so there would be trade! Cees had enormous cold stores built and soon the trucks full of pistache, arbutus, myrtle and other greens were unstoppable.
With this bold step into a new, then unknown world, flower wholesaler Greenflor was the first in the industry to import cut greens from Tunisia. And with success!
“I still remember the first time I landed in Tunis. It was a completely different world.”
– Cees de Mooij, former director of Greenflor
A unique assortment
The assortment of importer and wholesaler Greenflor became increasingly unique with the high quality cut greens from exotic Tunisia. Twisting wreaths, dyeing trade or waxing products – nothing was too crazy for Cees and Ataya.
Of course, with the years came challenges. Competition from Spain through cheaper transport, the 2008 credit crisis and changing trends. Despite everything, Cees stuck to the firm foundation of strong collaborations in Tunisia. And the belief in the products and assortment of wholesale Greenflor was not lost.
“Trade is like water, it always finds its way.”
– Cees de Mooij, former director of Greenflor
Importing flowers and cut greens
Tunisia is a foundation that importer Greenflor has been building on for years. Here there are still opportunities to produce new, progressive trade at competitive prices. “In Tunisia you can still shift gears quickly; something you think of now can be in production in a few weeks,” says Cees. Many products developed in the early days are still popular. “Sometimes we look back at catalogs from 10+ years ago and see things we developed then that are still – or even again – in high demand,” Cees says.
Cees sees the future positively. He hopes that his successful partnership with Ataya will be passed on from generation to generation. Exclusive flowers, dried flowers and various cut greens are now sourced by importer Greenflor from 60+ different countries thanks to collaborations like the one with Ataya. Something Cees, as the first Greenflor pioneer, is only too proud of.
