A Day in the Life: Alex Zwaan, Sales Associate at Bredefleur

While many people are still asleep, business is already getting underway at Bredefleur. At 4:45 a.m., Alex Zwaan opens the office door. It’s still dark outside, but the coffee is already ready inside. As soon as the computer boots up, everything revolves around one question: which lilies can we deliver today?

For Alex, every workday begins with the latest harvest forecast. Based on data from the greenhouse, an accurate prediction is made of how many stems will be available in the coming days. Smart software is used to organize all the data clearly, so Alex can quickly determine which batches are available.

First, he allocates the available lilies to customers’ standing orders. Then it becomes clear which batches are available for general sale. That may seem simple, but every decision is based on careful consideration. After all, each stem can only be sold once. That’s why sales begin with a clear overview.

Around five o'clock, the first orders start coming in. Almost immediately, the phone rings. Exporters want to know which lilies are available and place their orders for the same day.

On a morning like this, a lot happens all at once. Alex processes orders, helps customers, checks availability, and constantly adapts as demand changes. No two mornings are the same, and it’s precisely that dynamic that makes the work so interesting.

“You have to be able to act quickly, but you also want to be sure you’re providing the right information. Customers trust that you’ll be able to deliver on your promises.”

It is precisely this reliability that is at the heart of Bredefleur. Customers must be able to count on clear agreements, an up-to-date selection, and a partner who works with them to find solutions every day.

Although Bredefleur sells a large portion of its lilies directly to customers, Alex closely monitors the auction every morning at 6 a.m. He observes which varieties are being purchased, what prices are being paid, and how the market is developing.

He immediately incorporates that information into the pricing for the following day. He then updates the current inventory, after which customers receive a daily email listing the available lilies. This way, they know exactly where they stand and can quickly respond to demand from their own customers.

Once the morning rush is over, Alex heads from the office to the greenhouse.

There, he can see with his own eyes how the crops are developing. Which batches are almost ready to be harvested? How are the new plantings growing? And do the numbers from the forecast still match what’s actually in the greenhouse?

“You can’t sell effectively unless you know what’s growing.”

During his rounds, Alex doesn’t just check the quality of the flowers. He also gets a sense of the schedule for the coming days. Which varieties are coming in? How many will be available? That knowledge helps him give customers honest advice and plan ahead.

New requests keep coming in throughout the day. Alex processes orders, answers questions, and regularly reaches out to customers to help them plan or suggest a suitable supplier.

He speaks with many customers several times a week. Because he knows what matters to them, he can adapt quickly when their needs change. That personal connection forms the foundation for long-term relationships, something Bredefleur values highly.

When new varieties are introduced, customers are regularly invited to visit the greenhouse. There, they can see the lilies for themselves, assess their quality, and ask questions. After all, looking at a flower together says more than a photo ever could. It makes the collaboration more personal and gives customers confidence in what’s to come..

No two customers are alike. That is why Bredefleur always seeks a solution that meets the customer’s needs, without compromising on quality or reliability.

It is precisely this collaborative approach—thinking things through together and working to find the best solution—that Alex finds to be one of the most enjoyable parts of his job. Sometimes a situation calls for a customized solution; other times, it calls for speed. Every day brings new challenges.

To ensure that reliability for its customers, Bredefleur also works closely with its regular suppliers of lily bulbs. Every link in the chain plays an important role. By building long-term partnerships, mutual trust is fostered, and Bredefleur can continue to provide its customers with consistent quality.

Before Alex goes home, everything is already set up for tomorrow. The prices are in place, the inventory has been updated, and the schedule has been checked one last time.

The next morning, it all starts over again. Early once more, with new challenges, but always with the same goal: to provide customers worldwide with the right lilies at the right time. Because behind every delivery lies a day filled with preparation, teamwork, and craftsmanship.