(our raison d'être) 

We beautify homes and gardens with flowering pot plants

(how we wish to be seen) 

We are innovative market leaders in flowering pot plants

• of the highest quality
• in tune with the times
• with long durability
• produced in consideration of the internal and external environment

(our behaviour)

We co-operate to solve our tasks, taking both a task-centred and a people-centred approach

• we are honest
• we show respect for one another
• we keep our agreements

To put it into slightly words, we can say:

• We wish to be known throughout Europe as an innovative and customer-oriented company in flowering pot plants
• We wish to be the market leader across Europe within our product segments, in terms of both product development, quality and current trends
• Our customers must perceive us as a stable and reliable supplier of quality products
• We wish to benefit from this position, which must be visible in our growth, development and earnings
• We wish to be an attractive workplace, known for attracting, retaining, involving and developing our employees
• Our suppliers should perceive us as an attractive, loyal and reliable partner with whom they can build a long-term partnership to the benefit of both parties
• We wish to be a Danish-based, internationally-oriented company that is prepared to show social commitment and adaptability wherever we operate