Trip down memory lane: a blossoming adventure.

In 2019, we developed the first FlowerCollector. This innovative robotic solution opened the doors to the flower industry, a sector with plenty of potential for automation. This grew into an adventure full of new partners, innovations and international opportunities.

Our adventure in the flower processing industry began several years earlier with a visit to the Dutch Flower Group (DFG), a partnership of more than thirty specialized trading companies that collectively serve the international floriculture chain. "During that visit, we were asked if we could help automate the handling of a bouquet line," says Maro Dedel, CEO and founder of DERO GROEP. "From placing flowers in the line to placing the bouquets in buckets, packing them in boxes, and palletizing them."

"At that point, we weren't too keen on the inserting part," Maro continues. "Even though that was the most labor-intensive aspect of the process.  We already knew how to pack and palletize, so we decided to start with automatically placing the bouquets in buckets."

The first FlowerCollector.

The FlowerCollector

This was the beginning of a long journey. "Because DFG didn't want to invest at the time, we decided to develop the solution by ourselves," Maro explains. "We were triggered by the question and could see the opportunities in this new market. By making smart use of robot technology and its flexibility, a real DERO solution was created: the FlowerCollector."

Coincidence or not, shortly afterwards we received a request from a company near Nieuw-Vennep for end-of-line automation. Maro: "We missed out on the order, but our FlowerCollector had made an impression and the company was willing to take a chance. In 2019, we tested the first FlowerCollector for a full season at this tulip grower." This was the beginning of a success story that continues to this day.

Entering the market together

Because we had little knowledge of the flower market at the time, we went looking for a partner. "We found one in Jamafa," says Maro. "Together, we brought our solutions to market, and many machines for the tulip industry followed, including the FlowerBucket in Box – a machine based on an existing concept.

Unfortunately, Jamafa was unable to keep up with developments and after Jamafa went bankrupt, we continued independently. We expanded our portfolio with solutions for placing buckets of bouquets in boxes and palletizing them. "We quickly learned that palletizing flower boxes and Procona buckets is a skill in itself," says Maro. "It's very different from other boxes and buckets."

Various end-of-line solutions for the flower industry that we developed in recent years.

International growth

Rolling out our standard solutions in the Netherlands proved difficult at times, because flower production lines here operate for relatively few hours. The situation is different abroad. "In the United Kingdom and the United States, our solutions were welcomed with open arms," says Maro. "And we are now working with the largest flower grower and processor in the world."

In addition, we entered into a partnership with Bercomex in 2023. "We still believe that we have too little knowledge of the market and cannot serve the entire market, even though we would like to," explains Maro.

We have now developed a complete product line for end-of-line solutions for the flower industry. And the end is nowhere in sight. "Our roadmap includes new developments such as the automatic insertion of bouquets in a line (packed at source) and the destacking of aircraft pallets," says Maro. "Flower, as we call it internally, now forms a significant part of our activities and has become an integral part of our company."

// P. Mulder - Synergy Food  //