Persbericht Holex 16 september 2009

Aalsmeer - For the cut flower export company Holex Flower, located in Aalsmeer, it was a very special moment: princess Maxima and prince Willem-Alexander were presented in New York with a bouquet of roses with their photograph' and those of their daughters stamped on the petals

Paul Hoogenboom (left) from Holex Flower and Henk Jan Winter from the Dutch Flower Council  speak with prinses Maxima en prins Willem-Alexander. Photo: Anja van Ligtenberg.

The official presentation occurred in the New Amsterdam Village at the southern tip of Manhattan during the NY 400 week, where the 400 year friendship between the Netherlands and the United Stares was celebrated. "The Royal couple was extremely happy with the flowers," said Paul Hoogenboom from Holex Flower, who with Henk Jan Winter from the Dutch Flower Council made the presentation.For Holex, a subsidiary of the Dutch Flower Group, it was already an extraordinary week.

"New Amsterdam Village functioned for an entire week as a typical Dutch Village. There were flower bulbs, poffertjes or Dutch pancakes, windmills and many other items. We had a kiosk in the village filled with many different flower varieties, including Tulips which Americans are simply crazy about. There were shipments of fresh flowers arriving daily from Amsterdam on direct KLM flights ensuring that quality of the flowers were outstanding, satisfying the particular standards of New Yorkers" ,explained Hoogenboom

"It was an ideal opportunity to allow New Yorkers to see how flowers are sold and all the possibilities there are. For us it was also a learning experience because we were able to hear directly from consumers which flower varieties were desirable and why. Normally as an exporter we trade with the wholesale market and seldom have the opportunities to speak directly with shop owners and consumers.

Holland Promotion
Holex Flower had a visible presence during the week's festivities at several venues. "We supplied dresses made entirely of flowers, worn by models at the opening ceremony of the New Amsterdam pavilion that the Dutch presented to New York. Further we provide flowers for a big charity luncheon. We were able to fully promote the beauty of Dutch flowers at many events during the week"', explained Hoogenboom

The rose bouquet printed with the photos of the Dutch Royalties on the petals, were made in Aalsmeer.'' The innovative concept of roses with personal messages, greetings and or photos, 'Speaking Roses" have been in production at Holex already for several years. These unique roses are very popular at Valentines Day and for special occasions such as receptions and openings. This bouquet for Maxima was specially made as a surprise for the royal couple, that was, according to Paul Hoogenboom, evident by the joyous reaction.