Brookside Orchids Announce High Tech Expansion

Published in British Columbia AgriDigest, October, 1997
(story by June Campbell, North Vancouver, BC.
Retyped by Anne L. Coulombe, Oct 97)

On September 27, Will and Marlene Van Baalen of Brookside Orchids, Langley, celebrated the Grand Opening of their expanded greenhouse operation. Brookside, the producer of the greatest variety of orchids in a commercial setting in the Pacific Northwest. Currently employs 25 people. The new expansion brings a doubling in greenhouse space and includes a 900 square foot farm specialty retail store, a tea garden and a cappuccino bar. By the end of 1998, the Van Baalens anticipate their gross sales will have tripled.

Winners of the BC and Canadian Outstanding Young Farmer Awards in 1994, the Van Baalens reflect that while the farming industry, like all other industries, has changed over the years, the wholesale price of cyclamen is currently the same as it was thirty years ago. To survive, growers have become high tech, find ways to reduce labour costs, and develop finely tuned marketing strategies.

Consequently, when they decided to expand, they built technological innovation into their business plan. "Gone are the days when farmers could rely on intuition", said Marlene. "It’s vitally important to really keep on top of things, to have accurate information to work with - and that’s where technology comes in."

Technology plays a key role in three areas: a computerized control system in the greenhouses, a LAN (local area network) to conduct the business end of the operation, and a marketing plan that includes and Internet presence.

The Van Baalens realized early on that the technological expansion would require the assistance of a professional. Consequently, Anne Coulombe of SciPlan Consulting was engaged to oversee the changeover. "Anne educated me and recommended the right system for us. She gave me a two page letter, comparing software, recommending, evaluating different systems for the POS software. After we made our decision, Anne managed the whole project and made sure everything was working properly", remarked Van Baalen.

The Control System

The greenhouse’s control system, one of the first to be used in floraculture, was developed from a prototype by Argus Controls in White Rock. In a nutshell, it provides the climate control for the greenhouses including the regulating of light, warmth, humidity and fresh air. Orchids, which may take almost two years to reach maturity, require several different growing conditions before they’re ready to be sold. A "baby" orchid needs a hot tropical environment, but as it matures, it must be gradually hardened to survive in cooler temperatures. The greenhouses, therefore, contain several climate zones, each individually regulated by the control system.

Computer Network

The original computer network, consisting of two PC’s and a printer was upgraded to a $38,000 LAN system consisting of server networked Pentiums running Windows 95, a dedicated server using Windows NT, full Internet connectivity and two laser printers.

Two custom database systems allow the Van Baalens to gather vital marketing and growing information. According to Marlene, "It’s breaking new ground. It’ll give us a competitive edge. These databases are giving us information that help in the decision making process."

The marketing database allows Brookside to track and monitor all sales records for the last two years, as well as analysing sales patterns, clientele references and buying practices. "It lets us keep track of the details. Does a customer buy lots of cyclamen? Do they prefer pinks not white, do they like ruffled edges, striped? It allows us to track pricing patterns based on historical price and it tells us what percentage if product is going stateside".

The Production Management System tracks production information, such as how various genera respond to cultural practices, the use of insecticides, fertilizers, heat, growing conditions. Brookside could have 50-100 batches at any time, representing plants from suppliers around the world. The database keeps track of whether a plant performs the way a supplier says it does, and it provides the information that allows the Van Baalens to come back to the data and connect in with POS to decide whether a shipment made money.

Marketing Plan

The final component of the expansion is an extensive marketing plan, including a corporate identify, a computer generated catalogue, suitable for print or for use on the Internet, pamphlets, little cards to be placed on BC Ferries, a delivery truck designed with deco orchids and a website.

Marlene wanted the web site to be beautiful and fun. The finished product, designed by Leboe & Grice Multimedia, meets those criteria. It contains orchid images, an electronic postcard feature, care instructions and orchid facts on each genera, and online catalogue for retail sales.

Brookside found their web presence has more than exceeded expectations. They receive approximately one inquiry a days for sales and three messages a week from other contacts. They discovered the website gave them credibility among other dealers, associations and hobbyists. As a result, Brookside has become agents for Florafest, one of the largest orchid producers in Australia.

Marlene Van Baalen considers her Internet venture to be the "most exciting things I’ve ever done. If I’d known how great it would be, I’d have done it with more gusto".