Both friends and enemies agree…the value of greenery goes beyond the simple purchase of trees and shrubs. However, the problem is that this so-called ‘lifetime value’ of investments in greenery is not utilized to the full when it comes to both the costs and the revenues. The question you should ask yourself is: do I view the purchase of greenery purely as a ‘product’, or perhaps more as a ‘service’? We will illustrate both sides of the coin.

The right approach for every customer

Let’s start by comparing the purchase of greenery with the supermarket and the true specialist in fresh produce. What would you choose? The lowest price, or would you prefer to have some advice about how to barbecue your meat: “How can I make sure that I won’t burn my pork eye fillet, because it would be a pity to ruin my quality investment?” Compare this question to, for example, the use of Quercus Robur ‘Fastigiata Koster’ as an avenue tree for a new ring road in Scheveningen. Is this the right choice? Summarized: do you opt for the lowest price per kilo or does flavour, proper care and long-term enjoyment have your preference? In any case, M. van den Oever Nurseries opts for 100% sustainable cultivation methods under the Milieukeur label and NL-Greenlabel, which in practice results in less replacements and lifetime maintenance, and what M. van den Oever Nurseries presents as more ‘Natural Growing Power™’.

The comparison

Or to put it otherwise: would you like a fresh cut of meat from the butchers, personally delivered to your home, with a known and even certified origin and, moreover, with the guarantee on purchase for even better advice for a better cut of meat, suited to what you want to use it for. Or will you still opt for the meat from the supermarket, which has been on the road (cooled) for at least 8 days before you get it home for consumption, for a ‘little less’ money. This comparison applies to nurseries as well: long periods of temporary storage and grubbing up in bulk, as opposed to the delivery of trees on location with fresh root balls and hair roots ‘to order’, and even plant holes. M. van den Oever Nurseries chooses to be the specialist, with its own customer oriented transport service in the Netherlands and Europe.

Mapping costs, risks and revenues

Suppliers that opt for the lowest price are barely able to invest in added value and advice, while this is a matter of course for specialists. So ask yourself: what is this worth to me? If greenery is considered as an investment, costs, risks and revenues also have to be mapped. Greenery results in more labour productivity, less stress and a greater feeling of happiness. How can I convince my city council of this, or my client? How can I make towns and even underprivileged neighbourhoods with high property values more attractive and inviting, despite the threat of empty shops because of the increasing online transformation, too little space for recreation and even increasing criminality? Greenery is even (part of) the solution to increasing urban temperatures, CO2 and fine particles. But the right choices and the right justification with regard to greenery are essential.

Good choices help you avoid the risk of replacements and maintenance costs, expensive plant holes with additional loss, the wrong choices in biodiversity, diseases and the wrong cultural-historical values. M. van den Oever consciously opts to be the specialist and therefore the advisor, as ‘Leefwereldverbeteraar®’ (Living Environment Enhancer). What would you choose?

Tilia / Koningslindes | House of Parliament The Hague