Did you know that more than 90 per cent of all citrus plants come from Ostroplant?
The supplier of all that beauty has been our regular partner for Mediterranean plants from Sicily and Puglia since 2008. Or as they say themselves, “We are your eyes in Sicily and Puglia.” A conversation with Kurt Heyrman and Stefano Scirè of Ostroplant.
New wind from Sicily
Ostroplant was founded, within the Floré group, in summer 2008 by Kurt Heyrman and Viviana Valenza. Until then, Floréac operated indirectly in Sicily through another exporter. As a salesman, Kurt occasionally visited the region with customers, but he was often left hungry. “Because we were there only sporadically, we didn’t get a real feel for the growers,” he looks back. “And after the visit, we lacked sustained supply during the season. We could do better, I thought. Spurred on by a major customer, Floréac then asked me to develop a trading company in Sicily.” And so it happened. The name comes from Viviana’s mind and refers to Ostro, the warm southern wind that blows through her native Marsala.
Italian with a Belgian and German twist
In the early years, they did everything in pairs. From a small flat with nothing more than a fax, computer and telephone, Ostroplant slowly grew into the stable player it is today. In 2011, Stefano Scirè came on board. “I was born and raised in Germany, but I always wanted to return to my parents’ country, where we stayed every summer. When this opportunity presented itself, I didn’t hesitate for a moment.” With his Italian flair and German reliability, he proved to be the perfect addition to further expand Ostroplant.
Mediterranean plants and fruit
From then on, the company grew steadily, mainly by actively prospecting the German market and expanding the Sicilian range with products from Puglia (southern Italy).
The top products are still citrus plants of all shapes and sizes, complemented by a wide range of patio and indoor plants. During calmer periods, Ostroplant also offers a small range of fruit. During the winter months, these are mainly oranges and mandarins, and in summer watermelons. “That was a logical consequence of our export of citrus plants,” Stefano explains. “We got requests from customers whether we could supply fruit alongside the plants. This allowed us to present a nicely varied range. Moreover, this enables us to deliver all year round.”
Owning the chain
Today, together with a logistics partner, we operate from two loading halls. This is because of the geographical spread of production areas in Sicily. In total, Ostroplant has five employees. That is relatively few for a company with such growth, but it is a conscious choice, says Kurt. “From the start, we do everything ourselves: purchasing, sales, administration, logistics. We have the whole chain in our own hands. That makes us flexible and well-matched. Stefano, Pierpaolo and I mainly take on sales, but also jump in for other tasks, such as order administration and loading the plants.” The biggest advantage is the short link with the local growers. “We are constantly on the road with the growers so we are always aware of the current supply and the growers also feel our presence and control. We are our customers’ eyes, so we can serve them quickly and flexibly.”
Boost thanks to Floréac
Through local anchoring and personalised service, the customer base grew, especially in Germany, but also in France, Denmark, Austria, Belgium, the Netherlands and England. “The cooperation with Floréac and its network definitely helped in this!”, says Stefano. “Especially the contacts with England and Denmark we owe to them, as well as actions they organise with big chains.” Kurt adds that the cooperation with Floréac is unique. “Even though Ostroplant stands on its own feet today, in the beginning we were a sister company. That close contact has remained. For example, Floréac salespeople sometimes travel to Sicily with their customers.”
Sustainability high on the agenda
The interaction with transparent information is paying off. Ostroplant is not only strategically important for customers, but also for growers. “Thanks to our short lines of communication with Northwest Europe, we know what customers there expect and what standards apply. We share that with growers so they can respond accordingly.”
Market expectations are changing rapidly. Floriculture has to become more sustainable. How are growers in Sicily responding to this? “As in Belgium or the Netherlands, they are aware of the importance of sustainability,” Kurt explains. “But the conditions here are quite challenging. A citrus tree or a palm needs five years before it can be delivered. During that whole time, the plants are exposed to the elements of nature, including great heat. Growers are increasingly managing to use alternative products to avoid conventional pesticides. Because of these efforts, they achieve the same certificates as their colleagues in northern Europe.
In addition, our pots are made of recyclable and recycled plastic and are also increasingly carbon-free. Moreover, growers are increasingly managing to grow peat-poor or even peat-free. And because we hardly need to reheat, we are already using less energy.”
As natural as possible
“Awareness among growers has grown significantly in recent years,” Stefano adds. “Growers are increasingly aware that many products are harmful – not only to the planet, but also to their own health. Therefore, they strive to provide the most natural product possible.”
Perfectly imperfect
The green trend has clearly taken off, but both Kurt and Stefano stress the importance of a general change in attitude. Many customers and consumers no longer accept imperfect plants. A fruit or a leaf with a spot is already a reason for complaint. .That has to change, they think. Consumers need to understand that environmentally friendly growing goes hand in hand with accepting nature’s imperfections. Plants and fruit can and may have a spot. That is the only way to make the sector truly sustainable.
