It all started in 1977, when Westland Bloemen Export was founded. We are happy to take you back in time.
Together with some of our oldest employees and family members, we were able to put the beginnings of WBE on paper. In this way, we want to tell you more about the history, growth and process.
Get to know us better! Every month we would like to introduce one of our colleagues to you. We do this with an interview. Read the entire interview about the deceased founders of WBE, Jaap and Ien Beets, below
- Why did Jaap start WBE ?
Initially, I started with WBE to purchase flowers for a German customer, hence the name Westland Flower Export BV
The German customer, Blumen Schroeter, wanted WBE to buy flowers for him and in the beginning, he also supported the company financially by paying everything in advance, otherwise, nothing could be bought at the flower auction. And that's how it started.
- How many employees did it all start with?
In the beginning it was mainly Jaap and Ien. A number of buyers from the firm A. de Boer bought for us and we employed a few part-timers to make bouquets and wrap flowers. In the beginning Jaap bought on the flower clock 1 and 2 and Karel Zandbergen bought on clocks 3 and 4, there were no more clocks at the time. The purchases on clocks 3 and 4 were later done by Bert Haasbroek. Soon enough, Bram Haasbroek (former colleague) and then current colleague Gerard Heemskerk came were employed.
- Which products did WBE start with?
Jaap's first greenery purchase was Asparagus from the Netherlands. Not much later, Leather Leaf ferns from Florida were added. Other products such as Chico, Swordfern and Palmetto soon followed.
The numbers that were sold were only small at the time but grew over the years.
A few years later, there was an article in a magazine about Bear Grass. A container of it was ordered, which was sold out in no time, that is where it all started. At almost the same time, the Leather Leaf fern from Costa Rica also entered the market, which quickly occupied a large part of the market.
- How has WBE developed?
With new products from abroad every time, WBE has expanded further over the years, also moving several times within the auction. In the beginning, WBE rented cold stores from the company Jan Scheffers and later from the Coolcompany, to finally build a location at the Jupiter itself, which was of course much better logistically.
WBE started in Westland. The second branch was opened in Rijnsburg Later, Eurose & Greens, Dutch Green Center and Greenzone followed.
- What did Jaap think was important?
If the business was doing well, the staff shared in the success. That was always rewarded at the end of the year and during busy weeks everyone always received an extra payment.
- What would Jaap think of WBE as it is now?
He was already very proud when he was forced to retire after his heart attack, so he will probably watch from above with a big smile.
- How did the sales go in the beginning of WBE compared to now?
In the beginning, a seller went to the auction clock with his notebook to sell green and someone came from the box to pick up the notes to place the orders, the green was then still on the tape and distributed by the auction staff.
Now everything is automated, the live auction clock hardly exists anymore, so sellers now do a lot by telephone or e-mail and of course also sell via the website. Orders are driven around in an electric trolley and delivered within the auction and the export is ready on pallets at the docks to be picked up by carriers.
- Which contribution from Jaap will never be forgotten?
Always be honest, everyone has to earn something, his motto was live and let live.
That is why WBE has a big favour factor within the auction.
- What was Ien her contribution?
Ien her contribution was very large, especially quality control was her thing, not a box went out the door without being personally checked by her as long as she thought there was a brown leaf in the box and if there were too many brown leaves in it she would get involved with Jaap's work for a while and talk to the suppliers themselves! And that was not in a friendly way ...
