We met Jan van der Sar and Diego Bruijn in Solid Plant Productions' box in Naaldwijk. The space is full of plants, pots, and everything needed for the arrangements they put together. From this autumn, they also have an exclusive autumn line with Pottery Direct, with whom they have had a partnership for years.
Diego Bruijn and Jan van der Sar of Solid Plant Productions with Marleen Hemink of Pottery Direct
Exclusive line
"Pottery Direct has been involved with us from the beginning," says Jan. "We started small and now we are expanding the collaboration. For this autumn, we have developed a customer-specific line together." Pottery Direct is now a year-round supplier of ceramics for Solid Plant Productions, and in recent years that collaboration has intensified. Diego adds: "Our own line is a good example of that. We have been working on this project for a long time because we often have to plan a year ahead. Eventually, we do want to be able to offer our own collections year-round in collaboration with Pottery Direct."
Pottery Direct Europe is based in Barneveld, where they have a showroom. Marleen Hemink of Pottery Direct explains, "Our core business includes developing and importing ceramic flower pots for ornamental cultivation. We are an innovative company with a deep-rooted history in ceramics and clay. We also often receive our customers in the showroom, where we then set aside an afternoon for a tour and a sumptuous lunch." Diego laughs: "Yes, you always provide that lunch perfectly." Marleen continues: "We supply potted plant growers, exporters, and wholesalers closely linked to the horticultural industry. Our ceramics come from Germany, China, and Portugal, but our strength lies mainly in Germany. That is also where Solid Plant Productions works. The ceramics are 100% waterproof, of high quality, and have a short delivery time of currently four weeks."
Set the bar is high
"The communication with Marleen is also good. If we want a delivery earlier or later, it is usually possible," Diego says. "We sometimes ask a lot from suppliers and are constantly on top of it to deliver the best. Sometimes that's not so convenient either, because if you always want to see, sometimes you see too much." Jan adds, "Indeed, the bar is set high, but quality is paramount for us. The growers we work with also notice this. We often get compliments from customers that everything looks sleek. It takes some effort, but it also pays off in the long run."
Growth
A year ago, the men started with one production line, now there are three and there could be as many as five by Christmas, they say. "We are expanding, which is sometimes exciting," Jan says. They arrange everything themselves, from buying and selling to designing and accounting. "We also take good care of our staff, though," says Diego. "They are there for us all day, so we think that's only natural. Sometimes we throw a party, on Women's Day we give our staff something nice and, of course, a Christmas gift can't be missing either."
"We are proud of the growth we are experiencing. We don't conform to others but stand fully behind our products. Bringing new trade to attention is the hardest thing there is, you really have to show that you are different," the men concluded.
Besides working with Pottery Direct, Solid Plant Productions also has its own lines at a ceramics factory in Portugal, where they have been self-importing for over a year. A few times a year, they travel back and forth to put together the latest collections. These new collections, together with Pottery Direct's lines, can be found next week at the Royal Flora Holland Trade Fair in Aalsmeer at Stand E.14.
For more information:
Solid Plant Productions
Middel Broekweg 29
2675 KC Naaldwijk, the Netherlands
Jan van der Sar: +31 6 50268445
Diego Bruijn: +31 6 51988088
[email protected]
www.solidplantproductions.com
Pottery Direct Europe B.V. 
Koningsbergenweg 20B
3771 NS Barneveld, the Netherlands
Tel.: +31 (0)854 84 29 00
[email protected]
www.potterydirect.com