10 Questions to Wim Ammerlaan, Co-owner of Rosa Plaza

Question 1

For those who don’t know you, who are you, and what do you do?

"My name is Wim Ammerlaan, 41 years old, and together with my partner Viktoria, we have a great family with three beautiful young children, 8, 6, and 3 years old. Together with my brother Frank and our parents, we own Rosa Plaza BV. At this moment we grow cut roses and Alstroemeria on two sites in Ethiopia, a total of 50 hectares.

My journey started as a freshly graduate with a Master's degree in Plant Sciences from Wageningen University, Netherlands, transitioning into the flower sector nineteen years ago. While my father used to grow roses in the Netherlands, Frank and I joined the company when we decided to move our rose production to Ethiopia. We started our adventure in Ziway, Ethiopia, on the Sher Ethiopia project of the family Barnhoorn. This proved to be a good springboard to establish our company in Ethiopia. In the first years, we were alternating between Ethiopia and the Netherlands. Later on, Frank stayed longer periods in Ethiopia, while I spent more time in the Netherlands. 

A few years ago, we acquired a second site in Debre Zeit/Bishoftu where we are able to grow a different type of roses at a higher altitude. The large majority of our production is sold and distributed through our location in the flower auction in Aalsmeer. Together with my brother Frank, we are currently responsible for the management of the company. Also, our parents are still very active in the company, assisting us with advice and support. Of course, we have divided the responsibilities in our company: Frank is responsible for the organization in Ethiopia, while I am running the daily management of our operations in the Netherlands. Besides this from my agronomic background, I am also responsible for the growing strategy, quality, and variety selection."

Question 2

What is so special about your job?

"Everybody working in flowers knows that every day is different. Our flowers are grown in line with nature. When we have a colder period, production is much lower. In the rainy season, we have other problems. But with smart solutions, a reliable optimized supply chain, and motivated colleagues we can supply our customers every day good quality flowers. But this 'game' is never finished, everywhere improvements are possible and necessary. Something I like about my job is the oscillation between the farms in Ethiopia and the trading in the Netherlands. I am always traveling between 8-10 times per year to Ethiopia to visit the farms. 

One of my favorite tasks is the selection of new varieties. We are just back from our yearly trip to Kenya, where we have been visiting rose breeders to choose our new selections. It is a great feeling when a newly selected variety has been launched successfully on the market."

Question 3

Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?

"Freshly graduated from university and being thrown in the deep when starting up the farm in Ethiopia tops the list for me. At that moment we had to explain to our first employees that our roses ended up in the vase and not on a dining plate. From day one we have tried to build an open mindset on the farm. No hierarchy but an open-door policy where every employee on the farm has his or her right to speak up. This was a game-changer in Ethiopia, where bureaucracy and a very hierarchic top-bottom management style were the standard. However, we found out that involving and empowering our Ethiopian employees works well with the proud culture of Ethiopia."

Question 4

What are the threats in the industry, and if so, do you have any solutions for them?

"Last year, roses from Africa came under scrutiny by a small group of activists. Some years ago, mainly the social standards on the farms were under the attention of NGOs. I strongly believe that most of the flower growers in Ethiopia and Kenya are examples of good employers in their respective countries. Good salaries, fixed contracts, social benefits, and a safe workplace.

But recently, also the environmental aspect of growing roses in Africa has come under discussion. In Western Europe, it seems that small groups see flowers as polluting and unnecessary. For this group it does not matter how clean we produce, they will always oppose it. That does not mean that you do not have to make any progress as a grower. We are continuously working to reduce the use of agrochemicals. Step by step we are replacing chemicals with biological solutions, like natural enemies, use of beneficial fungi, and biostimulants. 

At this moment the Downey Mildew is still a challenge. To solve this, we are looking more and more into natural plant strength and self-defense. Most growers I know are working hard to reduce their environmental carbon footprint. We have some very interesting stories to tell. I feel that we should speak up and show the world about our passion. So many improvements are happening at this moment!"

Question 5

How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?

"The world is getting smaller and smaller. Our flowers are daily available through the auction clock in the Netherlands, Clock presales, and direct sales with a select group of customers. We are a proud and loyal member of Royal FloraHolland. We see the auction as an optimal platform for both our contract sales and day trade. We have just renewed our ERP system to Florinet to be even more lined up with Floriday and our customers. We strive to be the optimal supplier of African roses for the bigger exporters based around the auctions. They should be our ambassadors."

Question 6

Who (in or outside the floral industry) is an inspiring example to you? And Why?

"My first role model would be my father. When I have to describe him, the first words which are popping up are hardworking, fair, loyal, and always looking for collaborations. At 72 years of age, he is still full of energy and involved in our company."

How do you handle stress or difficult moments in your life?

"The political situation in Ethiopia in the last few years has not been very easy. But being part of a family business, it is great to work together with my brother, parents, and a team of passionate and loyal professionals. Together we can handle and manage these uncertainties.

And what often helps me is to do some sports, like playing a football match or doing a tour on my race bike. Sports really help me to clear up my mind and get rid of stress. Lately, I have also been reading the books of former Olympic ice speed skating champion Mark Tuitert, whose views are based on the stoic philosophy. Very interesting and helpful."

Question 8

What has been the best (floral or non-floral) news for you lately, or of the last year?

"The introduction of our new product, Alstroemeria, has gone very well. Now one year into production we are really happy with the quality of this new product, and also the appreciation and reception by the market has been impeccable."

Question 9

Which is your favorite flower/plant and why is it good for you?

"After eighteen years of only growing roses, we started growing Alstroemeria last year on our site in Debre Zeit. At this moment I am becoming more and more enthusiastic about this fantastic and maybe underrated flower. Each vase of Alstroemeria gives three weeks of floral pleasure, and day by day more flowers are opening. Currently, my favorite Alstroemeria is the Limelight from Royal Van Zanten. This lime green Alstro is something special, huge flowers with a special greenish-yellow color."

Question 10

What are you doing this weekend?

"The coming weekend will be filled with sports and being together with my family. With having young children, our weekends are full of sports, swimming lessons, and other events."

All pictures courtesy of Wim Ammerlaan.