Some careers are chosen. Others unfold quietly, shaped by place, people, and time. In this conversation, we meet Bas Kamp, Managing Director of FleuraMetz, whose story stretches from a small flower shop in the Netherlands to the global floral trade, guided by curiosity, relationships, and a deep respect for the work behind every stem. His path crosses continents, family, risk, and reinvention, yet always returns to the same centre. Flowers as a connection.
This week’s 10 questions are not about titles or milestones alone. They reveal how a life built in flowers evolves through challenge, growth, and responsibility. This is a story about building something that lasts, while staying human in an industry that never slows down. Keep reading to understand how experience, values, and people shape leadership in flowers.
Question 1
For those who don’t know you, who are you and what do you do?
"My life in flowers began long before it became my career. Growing up in Waalwijk in the Netherlands, I was surrounded by a family deeply rooted in the craft; my father was a Master Florist and Headmaster at the Groenschool in Den Bosch. From age 10, I started helping in the local flower shop. After studying Floriculture & Floristry at the MAS in Breda, I spent years working abroad: on the Island of Creta (Greece), New Jersey (USA), Switzerland, and London (England). But the turning point came while I was working in the US, where, on a visit to Boston, I met a friendly group of Australians. One of whom was Melanie, my now wife of 31 years. Mel and I then went on to live together in London. An unforgettable role was when I worked at Harrods, where I created bouquets for well‑known clients, including Lady Diana. After some time in London, Mel and I travelled together, commencing an overland 1.5-year journey back to her home in Brisbane, Australia.
In 1997, with a Ford van, a Nokia phone, and a fax machine, we started Petal Peddlers in Brisbane. That modest beginning became the foundation of our Australian journey in flowers. A pivotal moment came years later through my old schoolmate and friend, Jeroen Schuurmans, who was managing the FleuraMetz Cash & Carry in Tilburg. Jeroen connected us with his colleague Victor van Dijk of FleuraMetz Ecuador. That introduction opened the door to importing exceptional flowers from Ecuador and Colombia, which completely transformed our business and expanded our view of what was possible. In 2017, we merged with FM Group (FleuraMetz), allowing us to bring our local experience together with global expertise. Today, I serve as Managing Director of FleuraMetz Australia, leading an incredible team dedicated to providing exceptional floral solutions for the Australian market. What began as a small adventure has grown into a lifelong journey. It is my privilege to have the continuous support of my family, Mel, and our two children, Natascha and Flynn (who manages our import business, Pinnacle Down Under). I’m incredibly proud of what we have achieved, and it still feels like it’s only just getting started!"
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Question 2
What is so special about your job?
"What makes my job special is that it still surprises and energizes me every single day. There are always new varieties arriving, growers sharing their stories, and florists turning our products into art. What I enjoy most is the connection. Conversations with florists, visits to growers, and the sense of shared purpose across our industry never feel like work. And since merging with FleuraMetz in 2017, I’ve felt even more closely linked to my European roots, collaborating with people who truly understand this trade."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"One of the biggest challenges in my career came at a moment when, on paper, things should have been exciting. We had committed to moving into a brand‑new 2,500 m² purpose‑built warehouse, an investment we believed would set us up to serve our florists better than ever before. However, the timing coincided with COVID, and we suddenly found ourselves navigating all the complications that came with it. Delayed building materials and the travel ban meant our overseas FleuraMetz colleagues, who would normally be by our side, could only support us from a distance. Despite this, our local team pulled together with incredible determination. Not only did we meet every deadline, but we moved on the day that we originally planned. Four years later, we still love the space and are grateful for how it has shaped our recent successes. It’s so wonderful to work with people who share our passion and want to deliver the best possible outcomes.
On a personal note, one of my biggest personal challenges has been the shift from working closely with just two or three people, who naturally became close friends, to leading a team of more than fifty across Australia and overseas. It required a completely different way of thinking and leading. What ultimately made that transition successful was finding the right people: individuals who shared our values, our work ethic, and our passion for flowers."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"When people ask about threats in our industry, I often say that our biggest day‑to‑day competitors are chocolate and wine. When someone is heading to a birthday or a dinner, those two gifts often win simply because they’re convenient. But flowers offer something different: emotion, connection, memory. The real threat is when a customer receives poor quality and walks away believing flowers “don’t last.” That’s why quality and consistency matter so deeply. We all share the responsibility: growers, wholesalers, and florists.
But the bigger, more confronting structural challenge we face is the shortage of skilled staff across the industry. Working with flowers can pose many physical and emotional challenges, but it can also be incredibly rewarding. I’m still energized every time a new variety arrives at our warehouse, full of floral potential! Moments like that remind me why we fight so hard to protect and elevate this industry. Flowers aren’t just a product – they are emotion."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"Technology has reshaped the floral industry. The shift toward e‑commerce and digital communication has changed how florists present themselves, how customers buy, and how we as wholesalers support them. I’ve seen firsthand that the florists who thrive today are the ones who treat their web shop as an extension of their creativity. Customers want convenience, but they also want authenticity. A strong digital presence gives them both.
On the wholesale side, we’ve learned that staying competitive means constantly improving the technology behind our service. We invest in better systems and tools that make ordering smoother and more transparent. I’ll be the first to admit I’m not the fastest adopter of new tech, but I genuinely value what it makes possible.
Even with all the advances, one thing hasn’t changed: people still want connection. A quick phone call, a coffee, a conversation about what is upcoming; these remain just as important as any digital tool. In fact, I’d argue they’re more imperative now than ever before."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"On both a business and personal level, Martin Vered (CCO of FM Group) is a true inspiration to me. As a leader, Martin epitomizes success driven by honesty, shared experience, and empowerment. Observing his ability to break down and remedy complex scenarios within a moment inspires me to always seek new perspectives through the questions you ask, shaping the way I lead and problem-solve."
Question 7
How do you handle stress or difficult moments in your life?
"Stress is ever-present in all of our lives, and I’ll be the first to admit, it is a daily effort for me. The floral industry moves at a pace that doesn’t always leave room to catch your breath. Over time, I’ve realized that I can’t simply “push through” difficult moments; I need deliberate practices that allow me to reset, re-centre, and return with a clearer head.
For me, walking is one of the simplest yet most powerful tools I have. Yoga has become another anchor—helps me reconnect with my body and calm the mind. I find music is a great release, also. While time can be a luxury, travelling and going on adventures with my wife, Mel, truly is the greatest medicine. I’ve also learned the value of talking things through with people who understand the industry and understand me. A conversation with someone who shares your values can turn what feels like a dead end into a direction. Their perspective helps me see past the immediate challenge and reframe it as an opportunity."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news this past year has been deeply personal. Our daughter’s health has improved significantly after her challenges with FND. It reminds you very quickly of what really matters and grounds you in a way no office or warehouse ever could.
On the business side, commencing a new mass market bouquet business in partnership with my long-time friend Brad Dodwell has been a real highlight. The journey so far has allowed me to revisit the ‘start-up’ experience, but most importantly, with foundations of collaboration built on trust, shared values, and the excitement of building something meaningful in the floral sector."
Question 9
Which is your favorite flower and why?
"Orange tulips have always been my favourite, and not just because of my Dutch roots! What I love most is the way they behave after you place them in a vase. They don’t just sit still; they respond. They stretch, twist, and lean toward the light."
Question 10
What are you doing this weekend??
"In Brisbane, we are in the middle of our Summer. It has been HOT. Mel and I usually start the day before the sun gets too strong, heading out for an early walk. In the afternoon, we are heading to the Brisbane Gallery of Modern Art and dinner at a Thai restaurant with friends.
Sunday is intentionally left open. No agenda, no rush. Some gardening and swimming around the pool. Just reconnecting with the small pleasures that often get lost in the business of running a business."
Stories like this remind us that the floral industry is built by people who carry knowledge, care, and perspective far beyond their job descriptions. If you know a thought leader, grower, florist, designer, or industry voice whose journey deserves to be shared through our 10 questions series, we would love to hear from you. Send your recommendations directly to edwin@thursd.com and help us continue spotlighting the people shaping our industry from the inside out.
Pictures by Bas Kamp.
