Van Vugt Kruiden is introducing completely renewed packaging for its edible flowers. "We first added edible flowers to our herb range twenty years ago, in 2005, and have been using the well-known round trays ever since. After all these years, we felt it was time for an update," says Piet van Vugt.
© Van Vugt Kruiden
© Van Vugt Kruiden
The round trays are now replaced by rectangular top-seal packaging with a resealable film. "The new packaging is recyclable and allows us to present the edible flowers in a sustainable, transparent, and product-focused way with a resealable peel & reseal system. The flowers are now more visible, and we are also adding more flowers per tray, creating fuller dishes."
In addition, Van Vugt Kruiden is launching its new flower box, designed to showcase the flowers even better. "This compact box is ideal for air freight, which many of our export customers use. It is easy to stack, convenient for mixed pallets, and sturdy for transport. It also features four windows, making the flowers clearly visible," Piet adds.
Stable growth market
He describes the edible flower market as a steadily growing one. "When we started, edible flowers were still quite rare. Today, they are supplied to many customers as a service product. With this, we mainly serve the higher-end segment, mostly catering wholesalers across Europe. We see these customers ordering increasingly larger volumes. It started with one box and soon grew to five or ten. Even from destinations like Dubai and Qatar, the exporters we supply report strong demand for Dutch products."
© Van Vugt Kruiden
Manon and Maryn - Van Vugt Kruiden's marketing team and the creative brain behind the revamped packaging design.
The edible flower range at Van Vugt now includes 20 varieties, from marigolds to dahlias and daisies. "Edible flowers are often used as decoration, for example, on (ice cream) cakes and in salads. We grow most of our range year-round in our Dutch greenhouses. These lighted greenhouses have been specially set up for this purpose, and we are very satisfied with them," the grower concludes.
For more information:
Van Vugt Kruiden B.V.
Hoogzandweg 16
2988 DA Ridderkerk
T: +31 (0) 180-625660
[email protected]
www.vanvugtkruiden.nl
