Growing in tough times

Holland America Bulb Farms owner knows about blooming in a recession

BY GINA BACON for the VBJ

When Klazina and Benno Dobbe immigrated to the United States from Holland in 1980 with hardly any money and three young children in tow, they didn't let the dismal economy have an impact on their plans to start a business literally from the ground up on foreign soil.

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"The U.S. was in a deep recession at the time but I didn't even realize it," said Benno Dobbe, owner of Woodland-based Holland America Bulb Farms. "Because all I saw was a future."

That deep-rooted optimism and dedication to the entrepreneurial spirit has served the Dobbe family well and continues to keep the business going strong in today's tough economy.

Simple, successful philosophy

As a young boy in the Netherlands, Benno Dobbe started working in the fields of his father's bulb farm at age 6. He and Klazina met as teenagers and have been married for nearly 39 years. When they first founded the company, they started by planting new imported bulbs from the Netherlands.

Today the company has an international presence, importing bulbs mainly from the Netherlands and growing flowers in Woodland and California.

A strong resolve to continually improve the business, lead by example and focus on quality over quantity keeps Holland America strong, innovative and at the top of its game, Dobbe said.

"The overall world demand for flowers is down this year due to the economy," he said. "But our business is getting through this tough economy quite well, which I feel is due to the fact that we are doing a better than average job with our quality and service."

In good times Dobbe said he focuses on continually striving to improve operations, gathering customer feedback, being his own best critic and streamlining operations.

In tough times, he focuses on creative solutions.

It's the business philosophy that he began with nearly three decades ago and one that has never failed him, Dobbe said.

Innovation, diversification

Trying to stay one step ahead of the curve when it comes to making his business better and improving the quality of his products has paid for for Holland America - the company's sales are not down, Dobbe said.

One such key move was beginning the popular Woodland Tulip Festival in 2002. Another was building a retail outlet, Holland America Flower Gardens, that Dobbe credits for helping ensure high quality by offering products to a local marketplace where feedback is quick and personal.

In addition, the company launched Holland America Greeneries, harvesting Pacific Northwest salal, bear grass, huckleberries and evergreens for bouquets. Seasonal crops and peonies are now being grown in Woodland, in addition to the company's tulips, iris and eremurus.

Looking ahead

Additional property was purchased in Woodland for outdoor crops and the company added greenhouses for cut tulips and potted items as Holland America Bulb Farms hopes to become a major supplier of potted items in the Northwest to grocery stores.

Early on, Dobbe sought to develop customer relationships with East Coast buyers who had never heard of him. He devised a way to cut shipping costs by increasing the amount of product deliverable within a single container, saving customers as much as 65 percent on airline shipping fees.

"You just have to work hard and come up with new ideas to get your foot in the door," Dobbe said. "Once you get an opportunity then show how you can make a difference."

Nearly three decades later, those same clients remain loyal customers. One such customer is Mt. Clemens, Minn.-based United Bulb Co. The Guldemond family, originally from Holland, once grew bulbs on much of the same Woodland property that is now Holland America Bulb Farms

Vice president Bob Guldemond said Holland America is known in the industry for its honesty, dependability and consistent quality.

Quality in the cut flower industry is a major concern, Guldemond said, and one that is both critical for the buyer to obtain and difficult for the grower to achieve on ongoing, long-term basis.

"Lots of growers can offer quality products for a week, not necessarily year after year," he said.

Another ingredient to success, Dobbe said, is key management and hiring employees who are responsible, have a heart for the company and are team members.

"Everyone who works for us has pride in our business and their work," he said. "And this formula definitely made a positive difference to our customers who appreciate this attitude. There is also one other key ingredient to stay competitive, which is that you just have to love the flower business with a passion."

-Gina Bacon can be reached at 360.695.2442

Growing today

Tips from Benno Dobbe, owner of Holland America Bulb Farms, who knows a thing or two about doing business during a recession:

• First, start with an idea that will make a difference to people. Remember that this is a buyer's market, so distinguish what it is about your product that will make the difference - is it quality, service, price?
• Make everyone in your company - from the very top to the very bottom - know that they are vital to the survival of the company. Ask for their ideas and listen to them.
• There will be good times and bad times - remember that and plan for both. Just as in cards, you cannot always have a good hand, just as you cannot always have a bad hand.
• Think outside the box - now is the time for creativity and new ideas.
• Never give up, be persistent and don't take no for an answer.
• Set attainable goals.
• "Now is survival time for a lot of businesses - remember that if you can make it now, you can make it through anything. But you have to be willing to get out there, roll up your sleeves and do the work."

-Megan Patrick-Vaughn

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