In this series of articles, we meet some inspiring people from the preserved flower and plant industry. Verdissimo (a brand of the Innovaflora Group) has launched new eco-friendly packaging for their stem roses, and it’s part of an ecological approach that we appreciate. On this episode, we are talking about it with Ole Faarbaek, worldwide manager of the Innovaflora group.
SecondNatur : Can you tell us about your professional background?
Ole Faarbaek: I have a Master of Science in chemical engineering from the Technical University of Denmark. I started my professional career in R&D in Dupont CR&D in Wilmington, USA. I have since worked mainly with hi-tech materials such as technical plastics and nano-additives. I started out on the technical side, but quickly got fascinated with business and marketing and have worked with both elements since. For the last 10 years I have been in Verdissimo as a general manager, and for the past 3 years I have been the world manager of the Innovaflora group which includes Verdissimo, Garland’s In Ecuador, Guirnaldas in Colombia and Florever in Japan.
SN : What is the story of Verdissimo?
OF: Verdissimo started almost 30 years ago in Europe with a scientist and a visionary producer of fresh greenery. They saw the opportunity to create preserved greenery that would retain the beauty of fresh plants, but with the opportunity to use it in spaces without light or water. In parallel, a scientist in Colombia saw a similar opportunity in flowers and quickly got a strong business partner involved. These two initiatives and their patents are the base of Verdissimo-Innovaflora today with 3 factories, +900 employees and sales in over 50 countries. Verdissimo is a story of both technical- and business people coming together to create the exciting natural product that exists today. I think everyone involved in Verdissimo understands the unique opportunity that preserving nature offers. Verdissimo is a part of Innovaflora group, and the founders of the companies in the group hold first patents to preservation of both flowers and plants as industrial processes. Today, we are the largest producer of preserved plants.
SN : What challenges has Verdissimo overcome since its creation?
OF: The main challenge in preserved flowers and plants is the diverse biological and chemical compositions of plants and their sourcing. There are thousands of variations to every plant, and many of them affect the preservation process. Years ago, we worked mainly with trial and error to understand how to get a high quality and high yield preserved plants or flowers. Today we have more in-depth knowledge about the conditions, processes, and chemistry or biology. There is still much to learn, but we get closer every year with dedicated R&D efforts.
SN: What would be the key to overcoming this in your opinion?
OF: In my opinion, great processes and constantly improving our knowledge are the key to success in terms of serving high-quality preserved flowers and plants around the globe. There are still companies in this sector who think that preserving is little more than submerging a plant in water and glycerin. However, that is a bit like saying that all you need to make clothes is a sheep and a needle. You may technically get to the make of a jumper, but I doubt people would wear it. Since preserved flowers or plants are still unknown to many, these rudimentary products mean that some customers have a negative first experience with preserved plants or flowers, because the product or service does not live up to their expectations. Hopefully, and through improvements, more people can enjoy preserved flowers for their unique beauty and quality.
SN: How is Verdissimo dedicated to the ecological cause?
OF: Both the shareholders and the team in Verdissimo see sustainability as the only way forward. The preserved flowers and plants started as a natural alternative to artificial flowers and with a lower carbon footprint than fresh flowers, so nature and sustainability are a fundamental part of everything we do. We work continuously on sustainable processes, including reduction of water, energy, and plastic. As a few examples, in the last year, we have changed to solar cells in our main factories, implemented plant-based packaging and built processes to recover our main waste materials. However, the sustainability initiatives are not limited to the product and the process. We are working on elements that allow Innovaflora to have a positive impact on society, our people, and our surroundings.
SN: How and when did you discover preserved flowers and plants?
OF: I had not heard about this product before I started in Verdissimo. I believe this product is still new to many people. However, we quickly realized that this product held an opportunity to apply better processes and technology to what was already an amazing and innovative product and continue to make it known.
SN: What are your expectations regarding the future of preserved flowers and plants?
OF: Although many more people know preserved nature today, it is still a niche product. Our goal is that preserved nature becomes as well-known to the public as for instance fresh or artificial flowers. This is a long-term goal that requires a lot of dedication of all the companies in our space. Also, it is key that customers understand the specific quality and sustainability of the preserved plants to choose the right product and right partner. Obviously, we also hope and work hard to stay the main and most sustainable producer of quality preserved flowers.
SN: Do you have one or some favourite products in Verdissimo’s catalogue? What inspires you every day?
OF: It is hard to select a single product. I guess what I really like is the opportunity to create all kinds of visual impacts with preserved plants. You can create a colourful flower arrangement for a great event, a small romantic token of appreciation to one you love, or a minimalist green wall that can stay for years in an office building without going out of style. Personally, I guess my taste is a bit minimalistic, so my favourites are the garden rose for flowers and the ball moss for greens. Our inspiration generally comes from all kinds of arts and industries, from architecture to or fashion. We try to stay in tune with good processes and trends from other industries and then apply them to our business when it makes sense.
SN: Do you have a significant anecdote regarding your career that you would like to share with us?
OF: When I first started in Verdissimo, we realized that we had to reduce some plants in our portfolio. We had too many different types and could not produce them at the right quality and in the right amount. It was very difficult to do because our partners really wanted the specific products for their designs. However, I think that over time our partners have realized that those decisions made it possible to produce the products in our catalogue much more reliably and that with creativity you can still make almost any visual effect.
SN: What has been your greatest success during your professional career?
OF: Without a doubt, my biggest success is being part of Verdissimo-Innovaflora. We have created an enthusiastic team that sees the opportunity for this sector, and who is dedicated to its development and success. Everyone is focused on the continuous improvement of our brand and products, which allow us to take long term decisions that are positive for preserved nature.
You can find Verdissimo’s products on our e-shop SecondFlor
Meet on our magazine other FRIENDS of the preserved sector like Benoît Saint-Amand, Maria Clara Correia or Anthony Denis.