There's almost nothing as fascinating as the vibrant world of international flower trade. Every day, countless companies work to facilitate this global flow of flowers and plants. In our monthly feature "Trade Talk," we highlight one of these companies, delving into their history, their relationship with us as chrysanthemum breeders, and of course, their experiences with the numerous varieties Dekker has brought to the market over the years.

This time, we'd like to take you to All4You Flowers.

Located at the Royal FloraHolland Aalsmeer auction site, we find All4You Flowers, a trading entity focusing on the buying and selling of cut flowers. For over 12 years, the company has been offering freshly sourced flowers to other trading entities daily, making All4You a well-known and beloved wholesaler. Especially for Trade Talk, we spoke with Ruben Beelen, one of the owners and purchasers the company boasts.

There's always trade

For Ruben, it all started with the realization that school wasn't his thing. Sitting in classrooms didn't make Ruben happy, but trading seemed appealing. Being a born and bred Aalsmeer resident, and having had various flower-related jobs during his youth, stepping into the flower world was a natural choice. Starting as a tractor driver, Ruben worked his way up through various positions to become a buyer and eventually a co-owner of All4You Flowers. And still, Ruben goes to work happily every day, driven by the same enthusiasm for trade because trade is always there!

From the neighbor around the corner to the southernmost point of Europe

Where All4You Flowers originated 12.5 years ago from a former commission trader, the flowers are now traded far beyond the auction walls. All4You Flowers' merchandise can be found in North, South, and Eastern Europe, among other places. Yet, the Aalsmeer-based company still serves many trading entities in and around the auction site too. Although All4You Flowers is based in Aalsmeer, they also buy daily from the Royal FloraHolland auctions in Naaldwijk and Rijnsburg. Additionally, All4You Flowers imports a wide range of flowers from abroad, allowing them to offer the largest possible assortment to their customers.

The chrysanthemum

A significant portion of All4You Flowers' offered assortment comprises chrysanthemums. All colors, shapes, types, and sizes can be found in the wholesale's coldstore, with a decent quantity of each variety. "We try to have a bit of everything so we don't have to say no to our customers," says Ruben himself. The majority of the offerings are formed by Ruben through spray chrysanthemums, with white and yellow deco being the mainstays. In addition, All4You Flowers offers a substantial package of santinis, with pompon-shaped varieties like Doria, Purpetta, Jeanny, and Peptalk being the absolute bestsellers. But even Madiba is starting to enjoy eager demand. Finally, some varieties of disbud chrysanthemums can also be found in All4You Flowers' coldstore, including some Dekker varieties like Kalimba, Capriool, and Topspin.

Pioneering

When asked about his experience with Dekker as a breeder, Ruben immediately mentions pioneering work as one of Dekker's strengths. Introducing strong varieties to the market that are not only innovative but also have a proven future is where Dekker excels. Ruben mentions "Euro," a variety introduced by Dekker years ago and still available daily. Ruben sees a similarity in Dekker: "Continuity and reliability are crucial in this sector," he says. "A yes should be a yes, and a no should be a no. We don't promise things we can't deliver, and we keep our promises." With this mindset, Dekker sees All4You Flowers as a great partner, with whom they are happy to engage in collaboration for a colorful future!