Question 1
For those who don’t know you, who are you, and what do you do?
"I am Sido Fokkema, partner of Ineke Stolk, also my partner in the company Agra-Wool International, and happy father of our four children. In the past, I have had three shops that sell indoor and outdoor growing equipment and a wholesale in agricultural and horticultural items. Because I was not satisfied with the rockwool substrates I offered, I started developing rockwool substrates myself. The difference is that my rockwool is completely natural and the additives are clean of organisms. After the substrates, we expanded the range of natural rockwool products with related items, such as slabs, starting blocks, plugs, and so on. But also specific products tailored to the customer.
At the end of 2017, the beginning of 2018, we started with flower stitch mediums (also called floral blocks in floristry) under the Sideau® brand."
Question 2
What is so special about your job?
"The best thing about my job is that you always encounter new challenges in product requests. From substrates for growers, and floral blocks for florists, to flower stitch mediums for the hospitality industry. With our natural rockwool, we are far from finished in applications. At the moment, we are mainly focused on the possibilities in the flower industry. What's great about this is that florists like to share their beautiful arrangements on social media.
Above all, we want to show the world that there are more sustainable solutions than the highly polluting petrochemical floral foam blocks. When we share our knowledge and product explanations at schools or fairs, people are often surprised at how polluting the well-known floral foam blocks are for flora and fauna. This keeps us positively motivated to make people more aware of their choices."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"There will always be challenges and obstacles, but fortunately, there are always solutions, which my team and I like to brainstorm about. I think our biggest challenge is still to make florists aware. They often expect a miracle product. If something is slightly more expensive or works slightly differently from the regular polluting materials, they often give up too quickly.
This sometimes requires more awareness and explanation. In addition, some competitors try to copy our product with slightly different material, so that new potential customers who use it quickly make a comparison with our product. If it doesn't work, you have to put energy into it by sitting down with the customer in person, showing the difference, and proving that your product does work."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The biggest threat in our sector is the cost. You want to deliver a cleaner, more sustainable product, but you should try to stay the same or even below the price of competitors' more polluting products."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"With us, it is mainly the case that a grower does not like to share what he does with our products very quickly. This is different for florists, arrangers, or event organizers. Because they share so much, the awareness of Sideau® has grown very quickly from the start. Sustainability is a hugely important theme these days, and every forward-thinking store or wholesaler wants to go along with it. We notice this in the interest and requests worldwide."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I don't have a specific person as an example. In everything I have done or am doing, I have found my own way. My inspiring examples (and that may sound cliché) are my dear parents. If you know what you want, stand behind your choices, and are honest, sincere, and loving, everything will be fine. Then people who can help you further or give you other insights will naturally cross your path."
Question 7
How do you handle stress or difficult moments in your life?
"I am a person who wants to do everything at once and right away. Requests, e-mails, developments, trade fairs, customer visits, finishing our house ourselves, setting up a B&B (new project), and making time for the family are sometimes quite a task and regularly cause stress.
Fortunately, I have a fantastic and sweet wife. She knows how to keep me positive because she is always positive herself. Furthermore, I have a fantastic, always positive all-round administrative employee Stefanie van den Berg, who takes a lot of work off my hands in all areas.
My family and relatives are the most important thing in my life. I like to share and enjoy it when others are having a good time. That's why we do a lot of things together as a family, which brings me peace. Regularly eating out with family or friends also helps to clear my head.
And as soon as there is more time, I will start exercising again. That's something I haven't had time for because of all the hustle and bustle in recent years, but I do need it to clear my head. I have been doing this since my childhood and it is something I would like to pick up again."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"I am pleased that there is more and more (media) attention to the harmful effects of traditional floral foam and the pollution it causes. In my opinion, consumers must be well-informed about this problem. Awareness of the impact on our environment – and ultimately on ourselves – is essential. The consequences of this pollution should not be underestimated.
Another big news for us is that we have been given the honor by Masja Pit from Hortipoint to continue the Talent Award of Bloem & Blad under our name Sideau® Talent Award. Unfortunately, after 46 years, this very beautiful and good florist trade magazine has come to an end. They organized the Talent Award and we were already part of it as a partner. This year we will organize the Talent Award for the first time so that this competition for upcoming talents can be continued."
Question 9
Which is your favorite flower/plant and why is it good for you?
"I think the Gerbera. It is a flower that has been central to our company from the beginning."
Question 10
What are you doing this weekend?
"Every weekend in the mornings, I am busy with renovation work on our house and our soon-to-open B&B. After that, we usually go out with the family. Working is good, but the family also needs togetherness and fun."
All pictures courtesy of Sido Fokkema.
