Born to an agricultural family, Karolien Tesselaar is a good example of passion and commitment towards what you love. In this case, she is so dedicated to promoting Alstroemerias, to stimulate demand and enhance the appreciation of this flower by consumers.
Through their company, Tesselaar Alstroemeria, Karolien is tasked with marketing and sustainability initiatives. Allowing her to create targeted awareness and promotion of their varieties. Learn about her story and passion for Alstroemerias from her answers to the 10 questions. The 'Miss Alstroemeria' title befits her!
Question 1
For those who don’t know you, who are you, and what do you do?
"Born as the second daughter in a family of four children, I know my way around different kinds of people. I was raised on an agriculture farm, that still runs in the family, in Luttelgeest. Helping out on the farm is something that also formed my way of doing.
Except for study (Leisure Management, doing internship in France for five months) I didn’t leave my hometown. So this is Karolien Tesselaar-van Tilburg, going to be 40 this year. Mother of four (two step)children: 19 and 16, and my daughter of 6 and son of 4 years old.
I married Rick Tesselaar seven years ago, from the moment we met I was slowly pulled into our company: a greenhouse for cut flower Alstroemeria on 10 acres. It took some time to find my place in the company: together with Rick and Joost, our director, we are the management board. I call myself a Project Manager, take up a lot of new projects, and am responsible for marketing and sustainability."
Question 2
What is so special about your job?
"Making people happy with the groundbreaking Alstroemeria, that is our purpose every day. Running three greenhouses is often a challenge. We made a lot of progress in improving our processes and the quality of the flowers in the last two years. That makes me really proud. What so special is about my specific job, is that I want to bring the Alstroemeria to a higher level.
It is an undervalued flower in my eyes and I put a lot of effort in telling the story about our company and our very sustainable flower. So that is also the reason that I participate in different kind of groups: participant in the Members Council of Royal FloraHolland, jury member of the Horticulture Entrepreneur Prize, chairman of the promotion committee Every Alstroemeria. I like it to work together with different kinds of people and improving our sector. It gives me a big network and gives me lots of knowledge and energy."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"As mentioned the image/price for the Alstroemeria should increase. Alstroemeria is a very sustainable and affordable flower, once it opens its flowers it is a real bouquet filler. But also as a mono bunch, it is underestimated. I can not understand why Chrysantemums and Lisianthus are better paid. Our flowers give life to a bouquet! Alstroemeria is a perennial plant, which makes it a more sustainable cut flower.
I am proud that we introduced Alstro Special: we let the flower open in the greenhouse, the color is more vivid and the vase life is the same as the ‘normally’ harvested Alstroemerias. With Alstro Special we can sell our flower as a real event flower and useful for weddings.
We introduced our sortings in brands, that is something I am proud of but also struggle with. Struggle in a way that our customers have to become aware of the characteristics of each brand: Alstro Special, Alstro Lux, Alstro Elegance, and Alstro Nature."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The biggest threat is the increasing costs, mainly labor costs. I wish for my employees to earn a high salary, but as an entrepreneur that is a challenge. Costs are increased but sales prices aren’t going up at the same pace. So the costs of labor and availability of people are a threat. We are investigating highly in automatization and robotizing.
Another threat is our governance: what will they do with energy taxes and so on. Investments in the greenhouses are big, so the policy of our government needs to be steady."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"We use technology mainly to get the right data out of our greenhouses. In the early days, entrepreneurship was about feeling and thinking that you knew how you were behaving. With actual data: labor hours, produced stems etcetera we are much more in control. Can make forecast and it helps us with our sales.
The start of Floriday made it far easier for us to reach to all kind of customers: everyone can connect with us on Floriday and buy our flowers."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Many of the members of the Members Council are an example for me. The way they are passionate about their product and their business is very inspiring.
The first person that comes to mind is Pascal Zijlmans from Ambianze in Kaatsheuvel. I met Pascal a couple of years back at a VBW event in Deventer. I started talking about the challenge of lifting the image of the Alstroemeria and he wanted to help me out. Since then we’ve had a lot of contact. He is a cheerful person, always positive while in the florist shop the business isn’t easy. He is a real entrepreneur but also a very creative one.His energy is something a lot of people can benefit from.
The way Rob Baan acts with Koppert is also very inspiring for me. I can’t stand people that say: rules are like this, so that’s it. No way, if you want to improve and become more sustainable and laws are blocking that, you shouldn’t take no for an answer. I like people to move against the stream!"
Question 7
How do you handle stress or difficult moments in your life?
"I am very fortunate with my husband, we work and live together and we have found a good way of doing that. I can discuss everything with him. Of course, when there is work stress we both have that, so seeking extraction abroad is good. I like to ride on my motor, walk a long distance and play tennis with friends.
Important for me is Jong Management, a group of 35 entrepreneurs that I meet monthly who can listen and advice. But besides that, some of them are really good friends. Yearly there is a congress of Jong Management (a thousand members total in Holland) which is very inspiring and always teaches me something."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"May and June were great months for the pricing of our Alstroemeria. I wish every month was like that, it would make my job a lot easier. π
I have been really busy advising Royal FloraHolland about sustainability certification. I am very happy that we are taking steps to improve the whole sector. For me, the standard for environmental footprinting is very important. It took 2,5 years but there is now a European Standard to calculate your environmental footprint. We have been calculating our own for 6 years and I am looking forward to challenging myself towards other cut flowers. We now can prove that our Alstroemeria is a sustainable flower!"
Question 9
Which is your favorite flower/plant and why is it good for you?
"One of my favorites is Alstroemeria Rome, I love the pink color and the many flowers on one stem. For production, this is not our best variety. If I look from the point of view: of an Alstroemeria that produces a lot and has great color then these are; Alstroemeria Tara and Morado.
Tara is red but could also be called cerise, this is a variety that is underestimated in the market. It is such a strong flower with stunning color. I chose Morado because it is so deep purple, this color is good in every season. Very elegant. All 3 varieties are from breeder Hilverda Florist. "
Question 10
What are you doing this weekend?
"In May we went with the family to America which was an amazing adventure. For that reason, the summer holiday is going to be closer to home. This weekend we are setting up our tent in Drenthe with my whole family. My kids are really looking forward to play with their nephew and nieces and I am very happy that I still have my parents and sisters and brother to share nice moments with. Of course with a good glass of wine and nice cheese.
For the people who know me: I talk a lot and am full of energy, but on weekends/summer days you can also catch me in silence while reading a book π"
All pictures courtesy of Karolien Tesselaar.
