A few weeks ago we got in touch with the enthusiastic Demi Ammerlaan. She works in the OVATA Company, where Echeverias, Crassulas and Aloes are grown. Demi is young, full of ideas and sees endless opportunities with these succulents. In addition to her marketing job at OVATA, she has started her own company; Aloe Demi! With the new brand “ROOTLESS” she wants to conquer the market by giving cut Echeveria a modern look. 

OVATA
Demi's father, Hans Ammerlaan, founded OVATA. At the age of 7 he got his hands on a Crassula ovata cutting and it was love at first sight. Hans discovered how to propagate this beloved plant and soon after that he was going from door to door with his wheelbarrow to sell his self-cut plants.

He was given his own piece of greenhouse in his father's nursery, where he could grow his plants. While still in secondary horticultural school, Hans had already hired his first employee; Rob de Vroed! Rob is still working for the OVATA Company today.

Pure succulents
Demi was raised on father Hans’ nursery. After studying commercial economics, she joined the company, where she took charge of marketing. The OVATA Company grows succulents including Echeverias, Crassulas, Aloe, but also Aloe Vera plants under the brand name Pure succulents.

Aloe Demi
Despite the different brands and ceramic concepts that OVATA offers, Demi found that there are even more possibilities with succulents. Since the beginning of this year, she has set up her own company in addition to her job at OVATA; Aloe Demi. The name comes from the Aloe rauhii "Demi", bred by OVATA. Demi is full of ideas and wants to not only market this "old-fashioned" plant under a modern label, but also really make it appeal to the new modern generation in every way. In the future, Demi sees the combination with OVATA and Aloe Demi working well together. At OVATA, based on plant quality, continuity and sustainability, a pull strategy towards the customers and Aloe Demi as a creative extra in the market.

TRULY
The TRULY brand stands for "truth", "real", "pure" and thus refers to "Pure succulents". Under this label Demi sells beautiful, large, luxurious and, above all, modern decorated bowls and planters of the Echeverias, Crassulas and Aloe.

ROOTLESS
Cut Echeveria is not very well known in the cut flower market. According to Demi, there is so much more to be gained; they fit very well with the current trend.

This is why Demi has launched the "ROOTLESS" brand. A label with which she wants to make the cut Echeveria much more known in the cut flower market, but also to establish it as a consumer brand. Not only as a trademark, but "ROOTLESS" must become a name that will be used worldwide and will give instant recognition to the product.

Endless possibilities
"We respond to the changing market with our designs. The consumer is more aware than ever, has his or her own style and preference. And that offers new opportunities for succulents". ROOTLESS is strong, decorative and fits very well with our current lifestyle; they do not need any care.

Any online orders can be delivered by mail. Demi has come up with all kinds of gift concepts that are great fun to give away. Arrangements in a bowl, hanging or in combination with a candle. In addition, ROOTLESS is very suitable as table decoration at events. The flowers are low, so they won’t be in your line of view. ROOTLESS is also great for being included in a bouquet. They are very strong and can be used as decoration when all the other flowers have finished flowering.

The different colors of the "ROOTLESS" Echeverias also fit very well in the popular "vintage" or "bohemian" wedding themes.

Long shelf life
ROOTLESS stays beautiful for months. A very big advantage of this cut flower is that it doesn’t need any care at all. The energy that the flower needs is stored by the flower in the leaf. The flower gets its energy from the lower leaves. It will use and discard one leaf at a time, until the core remains. How long it will take to reach that stage depends on the type and size of the flower.