There is something steady about the way Ben Braam speaks about his journey. From growing up in the Netherlands to building a life and career in Ethiopia, his path into floriculture was not planned, yet it is where he chose to stay and grow. As Managing Director of Braam Roses, his days are shaped by operations, people, and constant change across cultures and markets.
In this week’s 10 Questions, Ben shares his perspective on what it takes to build in a new environment, adapt without losing focus, and keep moving forward in an industry that never stands still. Continue reading to see how his story reflects both the challenges and the quiet rewards of staying committed to the process.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Ben Braam, one of the owners of Braam Roses and also the Managing Director. The company was founded by Arie and Irit Braam in 2009. I joined in 2010 myself after a few visits to Ethiopia to see what it was all about. The result is that I basically never left after that anymore and managed to build up my life over here, since my wife and kids are also here.
My job mainly entails the daily operations on the farm, which I share with my father since both of us are here 100% of the time."
Question 2
What is so special about your job?
"I’d say what’s so special is that every day brings something new and different, which keeps it interesting. Coming from the Netherlands and now spending most of my days in a completely different culture from what I was used to. Meeting all kinds of people with different backgrounds and at the same time striving to improve and grow, working towards a common understanding and goal. Customers and suppliers from different countries, each with their own customs and way of handling."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"I did not really grow up with any background in floriculture. I was studying Occupational Therapy before switching to this. This means I finished my studies and also did not really have any backup anymore if it didn’t work out.
Slowly over time, I learned the basics. Good enough, I hope, but also know that I still have ways to improve and try to get better at things. At the same time, we are still here, so I would like to believe we have done something good at least."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The biggest one by far at the moment, I would consider the whole situation in the Middle East. Driving up costs, increasing supply chain times, and almost closing off markets. Just the uncertainty of it all does not do us any good.
Threats for the rest might not be the correct wording because I feel it’s more about how you make an opportunity out of it. Regulations can change, consumer markets and demands on how sustainable flowers are grown may change, but I’d like to believe it’s all for the better in the end, and can also make us better growers than we were before."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Until only a few years ago, we were really not that active with our online presence. Together with Master Florist, this has changed completely. As a spray rose grower, also coming together with other growers and the breeder Interplant Roses to bring attention to our products has had a big impact.
For the rest, it’s mostly keeping up to date with new varieties, knowing what’s available, and doing trials to choose a fresh and changing assortment."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I would say it’s still my father, dreaming of growing his own flowers. Having worked his whole life on the “other” side of what we’re doing now. Unpacking, quality control, all of it, mostly in the Netherlands. And then, at a much later age still deciding to take the step and risks to follow this life and create something almost out of nothing."
Question 7
How do you handle stress or difficult moments in your life?
"I’m not sure, to be honest, normally I quite easily let things slide off when I’m not at work. It always came naturally. It doesn’t mean I’m not busy with it during work, but I also really prefer to keep it there and not have it affect me too much.
Things that I can’t control won’t really bother me. No use getting worked up on things you can’t control and keep thinking about it."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"On average, the industry has kept growing over the last few years. Not all has been easy, and there were a few big worldwide challenges altogether that affected business, but also personally had a big impact on almost all of us. But to see that people keep buying flowers for their loved ones for all different kinds of occasions is something very positive.
Furthermore, things can be difficult, but at the same time, we can also bounce back quickly."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"That would be either spray roses or roses, no big surprise here, I guess. I don’t have any particular favorites right now, but I do like what people would associate with the more classical rose-shaped types. Color-wise, I prefer something a bit calmer and not too bright.
But for the rest, I would say not to stick to 1 or 2 types and try something new as well. Keep it interesting and don’t put the same ones all the time."
Question 10
What are you doing this weekend?
"For Faskia (Easter in Ethiopia, which was Sunday, April 12), I was at work for a few hours in the morning before going home and doing some garden work and a bit of exercising to try and stay healthy before going for a few beers and dinner.
Since there are more growers over here, we usually try to keep in touch a bit, and when possible, see each other away from work.
And as my family lives in Addis Ababa and is not too close to the farm, I usually pick a few days every week whenever it’s convenient for them and travel there. That means it’s not really on fixed days. Since this week they’re off from school, we will go to a resort for a few days to spend time."
Ben’s story is a reminder that growth in this industry is often built on consistency, adaptability, and a willingness to stay the course even when the path is not clear. It is not always about having all the answers, but about showing up, learning, and improving over time.
If you know someone in the floral industry whose story deserves to be shared, feel free to recommend them by reaching out to edwin@thursd.com.
All pictures courtesy of Ben Braam.
