When you enter the box of New Export Company at the Rijnsburg auction in the Netherlands, you will see mixed trolleys ready to be shipped to Germany and, of course, the big smile of Jimmy de Mooij. After working for 12 years at the Rijnsburg auction, he decided to start his own business, which he established the beginning of 2024.
Mixed trolley
"Serving customers from A to Z is what I like best," Jimmy says. "Putting together a mixed trolley with a customer gives me energy. I have been working in flowers for about 20 years now, including during my student days. In the last 12 years, the focus has mainly gone to plants. In that, the connection with the customer and grower is very important to me."
Customers can view and choose the entire range in the webshop, after which Jimmy puts the cart together with the customer. He has mostly Dutch customers who deliver to Germany, and the mix carts largely go to supermarkets there. "What is at least as important as purchasing is how the range is presented in the shop. Cooperation with the customer is therefore very important. Ultimately, I want to offer the end customer in the supermarket the choice of a beautiful plant with a luxurious look, and that is reflected in the assortment. We have plants from well-known growers of good quality, because why wouldn't a customer in the supermarket need that?"
Starting own business
"After eight years at Jack Heeringa Flower Processing and exactly four years at J&N Blumen und Pflanzen, it was time to move on by myself. After a leadership training course I took three years ago, it eventually became clear that I was keen to start for myself. I had that vision then, and it finally worked out this year. I also have the dream of managing my own shops one day. At my last employer J&N Blumen und Pflanzen, I got the chance to take care of plant trolleys for customers. J&N grew quickly. Together with two more customers I was buying for, there were around 750 shops every week. I made it a sport to create a nice diverse range each week and spent days on the road with growers. Eventually, I got into this myself," Jimmy explains.
Grünen Tag
"When I was working at J&N Blumen und Pflanzen, I launched my own brand there: Grünen Tag, tailored specifically for the German market," Jimmy shares. "Over the past year, it has been somewhat pushed into the background, but I'm working on bringing it back to the forefront. Beyond that, collaboration is incredibly important to me. I genuinely enjoy working closely with both growers and customers. I make regular visits to growers and have established strong relationships with partners who are great sounding boards."
Positive energy
"The floriculture sector has meant something special to me personally for years, but last year was not always easy," Jimmy shares. "Entrepreneurship is a profession in its own, and it takes a lot of energy. Yet, it also gives a lot of positive energy. There is a balance now, and it took time in the first months. But when I see the carts and the whole box full of beautiful plants, I am very grateful for where I am now and very happy that I have made my passion my work. I aim to do things differently from the rest and keep innovating. Hence, the name 'New Export Company'."
For more information:
Jimmy de Mooij
New Export Company
Tel: +31 (0)6 57 17 06 72
[email protected]
www.newexportcompany.com