Fides B.V.

Fides company, deriving the name from the first letters of their surnames. In doing so, they were the first ones to start breeding their own cut flower Chrysanthemums. It resulted in great success with top varieties such as Westland, Tiger and Stallion. In 1970, the company decided to breed Kalanchoe independently and propagate them from seed. Later, Fides changed over to the propagation of cutting material. Going for Kalanchoe proved to be the right choice: sales figures were good. At the top of all, Fides presented in 2002 the world`s first decorative (double flowered) Kalanchoe variations, after the discovery of a spectacular Kalanchoe mutation in 1998. These special varieties were introduced to the market as a new series, under the name Calandiva. In 2013, Fides proudly presented their new diva among the other decorative plants, named Grandiva.

Company details

Postbus 26 , De Lier , Gelderland 2678 ZG Netherlands

Locations Served

Business Type:
Technology
Industry Type:
Agriculture - Horticulture
Market Focus:
Globally (various continents)

Origins
In 1967, Messrs Flikweert, Van Dijk and Van Steekelenburg together founded the Fides company, deriving the name from the first letters of their surnames. In doing so, they were the first ones to start breeding their own cut flower Chrysanthemums. It resulted in great success with top varieties such as Westland, Tiger and Stallion. In 1970, the company decided to breed Kalanchoe independently and propagate them from seed. Later, Fides changed over to the propagation of cutting material. Going for Kalanchoe proved to be the right choice: sales figures were good. At the top of all, Fides presented in 2002 the world's first decorative (double flowered) Kalanchoe variations, after the discovery of a spectacular Kalanchoe mutation in 1998. These special varieties were introduced to the market as a new series, under the name Calandiva®. In 2013, Fides proudly presented their new diva among the other decorative plants, named Grandiva®.

Nowadays
Fides is worldwide active in the breeding and propagation of cut chrysanthemums, pot chrysanthemums, Mystic Mums®, Kalanchoe and Calandiva®. Fides is part of the DNA Green Group, a leading floricultural breeding group of companies that includes well known brands like Red Fox, Fides, Barberet & Blanc, Ecke, Bartels Stek and Lex+. DNA Green Group offers a unique product portfolio and adds value to the entire supply by bringing innovative products and marketing concepts.

These days, our 'jewels' (products) find their way to 56 countries on all continents. We can run this due to our 2.000 employees worldwide. Breeding takes place in The Netherlands, Denmark, Spain and the United Kingdom. These global production locations, offices and an extended network of agents take care of an optimal, worldwide distribution of our products. In order to further improve our starting material and delivery reliability, from 1975 onwards, propagation of our products has been taking place under the most ideal conditions by our own companies in Uganda and Tanzania.

The customer in the spotlight
At Fides, we feel strongly about having a durable contact with customers and business relations. We achieve the best results through good cooperation. Therefore, Fides does indeed invest in this. We do this for instance, by regularly visiting our customers and advising them on cultivation and on business, by organizing events for business relations and by offering marketing support.

Furthermore, Fides attaches great value to its quality. All Fides products are processed using Fides’ own Elite System. By means of this system, in which constant monitoring is combined with the high standard as laid down in the corporate hygiene protocol, you are guaranteed healthy stock material. Cuttings taken from these plants will guarantee a healthy start, using which the best possible results can be achieved.

Vision
Horticulture is a professional industry. Big scales, great international competition, a shift of power in the supply chain and the fact that cost prices are continuously under pressure makes the struggle between entrepreneurs for profitability intense. Therefore, the demand for successful products is high. However, what makes a product successful? In our view the following conditions are essential: 

  • There is a desire for the product by both the consumer and the retailer 
  • The product is supported by entrepreneurs 
  • The product has brand/product awareness

Ambition
Fides is striving for continuous and sustainable profitability for all partners in the chain (breeders, growers, trade and retail). We can realise this because our products offer profitability. We keep accomplishing a successful market position for all our products through joint entrepreneurship with our partners.

Therefore, Fides focuses its breeding on the requirements of the various market segments. This varies from favourable cultivation properties for the growers to the development of products with unique shapes and colours for the niche market. Our experienced and expert breeders keep in close touch with the market and the consumer so that the most favourable varieties are selected.

It's clear that Fides is not the kind of company that just makes profit for itself. The Fides subsidiaries and the employees benefit as well.

Sustainable support is one of the main values of Fides Dümmen Orange™. There is made a well considered choice to invest in long term sustainable projects to meet with our values. The projects exists of health care, education, infrastructure, the environment and the working conditions in and around the production locations of Fides. The projects are very divers and go from waste collection till the construction of irrigation systems. Not only the construction of the churches, schools and hospitals, but also the complement issues and the start-up of the HIV/AIDS Awareness project are very important projects.

Years of local collaboration gives Fides sufficient insight to establish the production, products, the personnel and natural resources in a social and responsible way. Though this insight, Fides became a multinational and grew to multiple production locations on multiple continents. Also at the production locations, Fides strives to a high satisfaction of the employees and gives the natural resources a lot of attention. The following cases tell the stories of our propagation farms in Uganda and Tanzania and our attitude towards social responsibilities.