vrijdag 12 februari 2010

TRUE. today

KISS FROM A ROSE


Months earlier, Elizabeth Ryan had sent a TRUE. gift box to the editor of DailyCandy.com, without any reaction. Out of the blue Elizabeth mailed: 'hurry, hurry, hurry ...' Apparently the DailyCandy lady had been impressed with the rose and had kept the flyer on her desk all that time, waiting for the right moment. She wanted to do a special for February 2 and needed pictures and information.

Luckily, I had instructed Excellence to continue to send two boxes of flowers per week. Now we wanted full supply for Valentine's. Latino communication takes a while and repetition. After a week I was informed there would only be the two boxes. I understood. In the meantime, Roses and Blooms received the shipment of that week: damaged, poor quality.

I had to rely on Elizabeth for the communication with DailyCandy and the flower and packing materials distribution between her and Roses and Blooms (Jan). February 2 passed, no mention in DailyCandy. 'There will be a special, February 12,' Elzabeth mailed.

Check with Flower Import Services (Janny) to see if we could have an extra flight so we would have four instead of two boxes. Alas, with Valentine on a Sunday, business was very slow and hence no extra shipment. No confirmation from the side of Excellence on the Valentine shipment, which should arrive in NYC on February 10. No message that day from Roses and Blooms that the boxes had arrived, nor the next day. A knot developed in my stomach.

This morning I opened my mail. There were messages from Jan and Elizabeth. Expecting the worst, I opened Jan's: the flight had been delayed, but the flowers were there. Elizabeth's indicated DailyCandy had only put in a short message the day before and apologized that Roses and Blooms were not mentioned. I quickly looked it up:


'A bionic rose', not bad. She continued to say that orders were coming in, with 4 dozen by Seal for Heidi Klum.

'Now that your rose is in bloom, a light hits the gloom on the grey.'

zaterdag 2 januari 2010

TRUE. today

So I cancelled my trip to NYC. I was worn out, had a bad cold. Zapping around on Christmas Eve I ended up with MTV and Gnarls Barkley at Roskilde. Never heard of them before. Interesting. The tune of one song stuck to me. Most of the next few days I spent looking for the concert on the internet. I managed to collect all of it through YouTube.


On New Year's Eve I was restless. I kept on 'putting the facts in a row', as we say in Dutch. In 2006, when I set off on my TRUE. quest, there were two criticisms: (1) we would never be able to produce the specific rose variety and (2) the consumer would never pay a premium price for the flower. Today, the variety works and the consumer is positive. The only problem is that we have been hit head-on by the financial crisis and everybody is scared shitless (excuse my diction).

All this time, I have been rowing against the traditional flow of the flower industry. Why not also do that in the last step of the supply chain by either taking control of the retail part as well, or finding a very untraditional outlet for the product?

On New Year's Day I went for a long post-champagne and 'oliebollen' walk with my friend Peter. We sparred all our way through the crispy Dutch polders, giving more direction to my thoughts. Thanks Peter.

Today I set to work, my spirits rekindled, my iPod playing Gnarls Barkley full blast. With a shock I realized that the song that caught me a week earlier could not have been a coincidence:

http://www.youtube.com/watch?v=ZN020WCM61w

I looked up the lyrics to make sure that I understood correctly. I did.