Interview with Mr. Peter Linssen – Linssen Roses Ethiopia PLC - grower of Dark Vampire!
Our company is a family business run by my brothers Ruud and Hans, my Father Wim who acts as the senior advisor and myself. We make all the business decisions together whether strategic or operational. Farm management and production control at our Ethiopian farm is however done by locals whom we have trained. The Dutch Linssen family has 20 years experience in rose growing. It was in 1989 when my father decided to change the main crop from vegetables to roses. Currently the Linssen farm in Venlo, The Netherlands is 5 ha. Besides growing roses at this farm, this is also where roses produced at the Ethiopian farm are unpacked, handled and distributed to the auctions. In 2002 we made a decision to start growing roses under the African equatorial sun in Naivasha, Kenya. In 2004 another farm arose in the Ethiopian highlands at a place called Addis Alem. Today this farm has 50 ha under rose production with enough space for further expansion. In 2008 we sold the Kenyan farm to Schreurs Naivasha because we wanted focus more on the Ethiopian farm.
Since 2005, Linssen Roses Ethiopia is the Schreurs’ representative in Ethiopia.
According to your experience, having grown roses in both Kenya and Ethiopia, what can you say are the major differences in growing roses in these two countries?
Technically, there are no major differences between Kenya and Ethiopia when it comes to growing roses. As Linssen, the notable difference to us is the fact that our network of relations in Ethiopia is much better. We were among the very first growers in Ethiopia. My wife is Ethiopian, so with the help of her friends and relatives, we were able to set up a company which operates quite efficiently.
Being a rose grower in Africa, would you say that there has been a general improvement in terms of quality and growth?
Yes there has been, because African rose growers are becoming more experienced and the product quality and production levels have significantly improved. The recent past has however been harsh because of the recession period. Prices are at an all time low. Lack of good experience might see some growers making wrong decisions such as cutting back the costs of fertilizers, pest controls, packaging and marketing. That might have a negative impact on the quality. Fortunately for us we did not have to cut costs, but then again we try to operate as economical as we can. Although the effects of the recession are still being seen with the low prices and a lesser number of new markets opening up.
You are introducing the variety Dark Vampire! to the market. What other Schreurs varieties do you grow and how do they find their way to the market?
We grow a total of 12 varieties. 50% of our 50 ha production is covered by 6 different Schreurs varieties: Mariyo! (5 ha), Vampire! (9 ha), Dark Vampire! (5 ha), Viva! (2,5 ha), Stereo! (2 ha) and Radio! (1,5 ha).
The varieties from other breeders are: Duett, Upper Class, Kiwi, Magadi, Quintet and Magic Avalanche. All our varieties are available every day. In boxes or unpacked, whatever the clients needs. Unpacking is done in Venlo at Linssen Roses or in Aalsmeer at Fresco Flowers.
Tell us a little bit about your target market?
We grow high quality roses for the florist segment; I don’t foresee any period when our products might end up in mass market bulk bouquets. Our Ethiopian farm is located at an altitude of 2100 m, this means that our production is somewhat lower in number of stems per m2, but the head size is bigger and our quality is high. We mainly aim to a higher segment in the market.
What can you tell us about your latest introduction, Dark Vampire!?
Dark Vampire! is a luxury rose. She is a mutant from the popular Vampire! rose with her own unique new color. She is a high quality rose with an elegantly shaped high head, in a magnificent color combination of red-orange/yellow-black. For the consumer, this is a multi purpose rose. For example, due to her dominant red color, it can work very well in a romantic setting. The fact that she is bi-color makes her suitable for many other occasions. She is sure to stand out nicely in any red, orange or dark colored bouquet.
In the area of trade, I can point out her transportation qualities, due to her tenability, you can do business with this rose for over a week. She is a real rose, there is nothing fake about her. And yes, that includes thorns!
For the introduction of Vampire!, the mother of Dark Vampire!; your company partnered with Schreurs to create a promotion animation film, introduction leaflets and a special website. Any positive results you would like to share?
Linssen Roses and Schreurs are partners in the Vampire! and Dark Vampire! projects. Linssen Roses grows both these varieties exclusively.
I am very pleased with the positive results realized from the introduction campaign we did in partnership with Schreurs for Vampire!. When a mutant from Vampire! emerged, Schreurs and Linssen decided to call this new variety Dark Vampire! and similarly undertake activities for the introduction of this variety.
I received many reactions on the Vampire! movie from people in many different countries. Not all reactions resulted to sales but it gave us a positive corporate image because people expressed a lot of interest in our company and in our roses. After seeing the movie most people immediately knew that we were a professional company and that we took our business and our clients seriously. Due to the promotion activities, we manage to create good awareness about our rose to traders. People immediately knew that there was a special new rose, called Vampire!.’
Please share with us Linssen Roses ambitions for the next 5 years?
First of all we will obviously continue growing high quality roses. We also aim to enlarge the number of ha in production, but with new varieties. We will focus on broadening our assortment and have a fine quality rose in every possible color. Our company aims to be the most preferred supplier for our clients. To let them know that no matter what color of rose you need, Linssen has them all, in a high and consistent quality, all year-round.
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Peter Linssen and the new variety Dark Vampire!
Rose Dark Vampire!
Growing Dark Vampire!
Linssen Roses Ethiopia
Dark Vampire! lady
Vampire! lady
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