Growers, florists and experts tell their stories. How are flowers grown? What sales opportunities do other florists see? Or how do we best capitalise on trends? We are also 'On tour' with growers every week.
“It’s like an experimental garden here. I’m always working with new varieties, including Nerine, Eremurus and Agapanthus. The permanent greenhouse alone contains thirty varieties of Nerine. I am testing those for breeder and neighbour Bas van Keulen. Together we walk through the greenhouse once a week to make a selection: which can stay and will we be taking to market? We just pick them out: it’s about gut feeling. Only in terms of colour do I sometimes get it wrong. A purple and white Calla didn’t work. My girlfriend Wapke knows much better which colours will sell. A Nerine in a colour that the breeder and I called ‘underpants colour’ appealed very strongly to her and other women. So we’ll hang on to that one!''
Eglantine opened her own flower shop ‘Xanadu Flowers’ in Floreffe ( Belgium) in April of this year. As well as a flower shop, it is a total concept with its own flower garden, festivals and floral work for events. “Alongside the launch of our shop, we also had quite a few delayed weddings this year. I’ve been doing events for years, and that element is now running very smoothly, so that I can combine it part-time with the shop.”
“We make a 3D reconstruction - a photorealistic copy - of flowers and bouquets.''
During each season we talk with inspiring business owners who stand out by offering seasonal flowers. Meet Marie-Louise de Bruin from Afscheid met Bloemen (Parting with flowers)
Three florists in an experimental plot filled with Hypericum: that’s going to result in some stunning bouquets.
Breeding is an ongoing process. Peter van Noort, Manager Genetics at breeding company Evanthia, likes to illustrate this with an example. “Japanese Matthoila has a better lifespan than we see in Europe; this type has more robust woody stems. On the other hand, the European Matthiola offers the benefit that plant growers can select for single and double flowers on the basis of the leaf colour, whereby double flowers are desirable. We have combined the good properties of these two types in a new series. This is a real game changer for all the links in the supply chain, from growers of young plants through to consumers: selectable cultivars with fabulous full double flowers with a much better lifespan.”
The '365 days of flowers' campaign is an initiative of the promotion committee 365 days of flowers, part of Royal FloraHolland. Over 1,800 growers from 15 different countries make this possible. They grow over 150 different flowers, which are promoted throughout the year based on Royal FloraHolland's availability dates. The objective of the '365 days of flowers' campaign is to jointly develop sales opportunities for florists.