For several year now , the popularity of hobby veggie and herbs is increasing and over the last month , the pandemic fuel this movement . uprise your own vegetable is blistering and earlier this calendar month , a perfect timing you could say , Beekenkamp introduced their pursuit vegetables conceptAlfresco . But what ’s the story behind it and how to maintain this gamy layer of popularity of this product category ? Petra Dubbel , Marketing Coordinator at Beekenkamp Plants tells us their story .
On the left Petra Dubbel and on the right the Alfresco concept .
Adding valueAs the demand for hobby vegetables and herbs increased aggressively over the last months , it may seem like Beekenkamp quickly adjust to this trend . However , that ’s not precisely the case . " Originally , we arise vegetables and decorative plants for the professional grower . With this knowledge and experience , the footprint to growing hobby vegetable was very coherent . For about 5 years now , we betray a limited grasp of hobby vegetables to our growers . About 1.5 years ago , the desire uprise to expatiate our reach and to make a brand for add time value to the products throughout the whole supply chain . "
So , the beginning of 2019 , they already started to brainstorm for a name for a conception . " We decide to come up with a concept as it is something we are quite experienced in , as we have successfully launched several for our decorative varieties . " The name of the concept is Alfresco and they formally launched it earlier this month .
Increasing demand pursuit vegetablesFor several years now , Beekenkamp ascertain the requirement for hobby vegetables increase . " France and Germany are important market to us , but also in the UK and Scandinavia we see the need increase . " And specially over the last months , the demand increased sharp . " The pandemic fuel the trends that we ’ve already pointed out before COVID-19 shoot the world . Alfresco literally have in mind : “ honest food in the open zephyr ” and that is incisively the destination of our hobby vegetable range . Besides a great perceptiveness and a wide mountain range of veg , Alfresco has more to offer . Alfresco responds to all current trends . The name “ Alfresco ” says it all : Fres(h ) ! The consumer growing their own veg and fruit in the comfort of their own dwelling and garden . It does n’t get Fresher than that . It offers relaxation , contributes to a more sustainable cosmos ( less packaging , more greenery ) and provides fun and education for immature and old . Convenience , clarity and fun are central to the conception . "
Convenience , clearness and funDubbel is convinced that the movement of hobby vegetables is here to persist , however , it is important that the hobby grower win when he or she grows the plants . " So , wash room , clarity and fun are essential and therefore elements that are cardinal to the novel Alfresco concept . Each plant has its own mascot that differentiate the consumer what the attribute of the plant are . The photos clearly show which product it is . This recognizable , attractive style makes it fun and easy for consumer to choose and grow the right products . "
For more entropy : Beekenkamp Plants[email protected]www.beekenkamp.nl
