Briefly introduce yourself (Personal and professional Background)
“My name is Jelle Posthumus, and I have over ten years of experience in the floral industry. At the moment, I serve as the CEO of United Selections, a multinational rose breeding business that only produces in Kenya’s, Nakuru. Here, we develop and launch new rose varieties that are popular with florists, growers, and consumers. Last year, I also joined the Könst Alstroemeria board as one of the new owners.
My love of flowers evolved into a profession centered on using effective teamwork to advance a business. Successful collaboration makes the dream a reality.
Outside of work, I’m a husband, a father to two boys, and a person who thinks that flowers have the ability to bring people together. I also enjoy running at least three times a week, playing golf, and watching Ajax.
In a nutshell, describe your Job
“Being a part of something that enhances people’s lives with beauty and emotion is what makes my job unique. Additionally, always make an effort to bring people together and help them comprehend what another team member is trying to say and needs. Despite its apparent simplicity, communication is the most challenging aspect of our lives. Does the other person comprehend my request or question? People frequently have different viewpoints, and as a result, they don’t always understand one another as well as they should.
Naturally, roses are more than just flowers; they are a symbol of celebration, love, and kinship. It is incredibly fulfilling to be a part of making and distributing these roses. Additionally, I have the opportunity to collaborate with numerous individuals across the globe, including breeders, growers, and florists, all of whom have the same objective as any other pertinent chain partner. It’s all worthwhile when we see the joy our roses bring to others.
Take us through your daily Challenges
“There are many different kinds of difficulties and barriers. It all comes down to transforming them into opportunities and going in the correct direction. Of course, it sounds easier than it is. However, it is true in a sense. You must consider how to accomplish your objectives. If this method doesn’t work today, we’ll try another tomorrow. But we will get there, that much is certain!
Adjusting to the diverse demands of growers across different nations has perhaps been one of the most difficult tasks. Growers in China, the Netherlands, Kenya, and Ecuador, for instance, have different circumstances and demands. In order to overcome this, we pay close attention to what our clients have to say and collaborate to keep introducing new varieties in the right direction. The return on investment is a very basic way to look at it. Even if we breed a beautiful variety, it won’t have a future if it doesn’t generate revenue. You can see that we have had some very successful varieties for a long time over the past few years (Madam Red, Confidential, Jumilia, Madam Cerise, and Lighthouse among others rose varieties). These cultivars support my assertion that they provide growers and the entire value chain with additional value.
The introduction of the Blossoms spray rose series was another occasion for which we were proud. Although it required a great deal of time and work, witnessing its global success taught me the importance of perseverance and collaboration. This presented a problem for us one day because we didn’t have it in our portfolio, but thanks to Kenya’s extensive breeding program, we were able to produce over thirty varieties in a comparatively short amount of time (roughly ten years).
What challenges is the industry facing?
“The floral industry faces significant challenges related to sustainability, freight costs, and climate change. Along with that comes the industry’s image.
The way flowers are grown is being impacted by factors like rising temperatures and erratic weather patterns. Our goal at United Selections is to produce roses that are robust, resource-efficient, and aesthetically pleasing. Consolidation of markets is another issue that can restrict the creative and innovative mindset and opportunities for smaller growers. Large organizations and businesses operate on thin margins and make things difficult for themselves. We want to level the playing field so that everyone in the sector can thrive by emphasizing innovation and teamwork. While keeping our attention on particular crops, we value teamwork.
How has technology, such as digital marketing or e-commerce platforms, impacted it?
“Technology has changed the floral industry in many ways.” Connecting growers and buyers has become simpler thanks to e-commerce platforms, and digital marketing enables us to reach a worldwide audience. To present our roses online, United Selections has embraced technologies like brochures, virtual showrooms, and top-notch videos. In an increasingly digital world, these tactics help us remain competitive and relevant.
Who do you look up to, either inside or outside the floral industry?
“I don’t want to single out one individual, but I have a lot of motivational examples. People who constantly see the bright side of a situation, problem, or story are what most inspire me. Even though it might seem straightforward and reasonable, changing things is a constant struggle, particularly in the modern world where we occasionally think anything is possible. You really have to work for it, and I am constantly inspired by people who adopt that mentality.
How do you manage pressure or challenging times in your life?
“Instead of concentrating only on the problem at hand, I take a moment to stand back and consider the wider picture when I’m under stress or facing difficulties. I try to talk to people around me to get their opinions and ideas because it’s easy to get “in” a problem. To get original ideas, I occasionally even reach out to those outside the industry. Naturally, running is a fantastic way for me to decompress and rejuvenate.
Take us through your personal life, personal accomplishments, favourite plant or flower and weekends
Being a board member and owner of Könst Alstroemeria was a significant accomplishment for me professionally. I’m genuinely proud of this accomplishment.
The rose, more especially the Rose Nova Vita, is my favorite flower of all time. Everything in our house and garden is green and white, reflecting my love of white flowers and natural hues. When fully open, Rose Nova Vita, one of our more recent additions, is breathtaking. Its pristine white hue is unparalleled in terms of elegance and beauty.
I made a self-promise to schedule more time for golf in 2025, I intend to play over the weekends. All said, nothing compares to the fact that my family is strong and healthy and always there for me.