12 SEPTEMBER 2022, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist announces the release of two new catalogues this year; one featuring the commercial assortment of Gerberas and one with all other Cut Flowers for 2023. With these new catalogue editions, HilverdaFlorist introduces over 60 new varieties, offering the latest in product development and innovation. Both catalogues display lots of new colour additions, enhanced key features, surprising versatility and background information presented by HilverdaFlorist’s assortment managers, marketing and R&D managers, breeders and managing directors of its subsidiaries.

The Gerbera Catalogue 2023 provides a detailed overview of new varieties and proven performers in Standard, Mini, Pomponi®, Piccolini® and FireworX® Gerberas. This year HilverdaFlorist has chosen to bundle all other cut flower product groups in one comprehensive catalogue, aiming to inspire their clients and give them plenty of interesting options to diversify their product ranges. The Cut Flower Catalogue 2023 covers the full line-up of Alstroemeria, Dianthus, Gypsophila, Helleborus, Limonium and Scabiosa. Both catalogues are available in print and digitally on www.hilverdaflorist.com.

Novelties in bloom

Around the same time as the launch of the new catalogue, the varieties in the Gerbera show greenhouse in De Kwakel (NL) start to flower. The first occasion to see all the new season introductions in bloom, will be week 45 in the Netherlands. From 9 to 11 November HilverdaFlorist showcases its novelties during the Royal FloraHolland Trade Fair in Aalsmeer. Subsidiaries HilverdaFlorist Colombia and Murara Plants (Kenia) will be present at the International Floriculture Trade Fair (IFTF) in Vijfhuizen. Moreover, in the same week from 7 to 11 November HilverdaFlorist welcomes its visitors during the HilverdaFlorist Novelty Days at Dwarsweg 15 in De Kwakel. With bold show presentations and the company’s team of area sales managers, sales support, crop advisors, breeders and marketeers present, this is the best place to get an in-depth overview of the wide cut flower product range and all its possibilities for the future.

HilverdaFlorist focuses on breeding, propagation and development of an extensive range of cut flowers, pot and garden plants. With a trusted, global network of subsidiaries, distribution partners and production locations, HilverdaFlorist provides local support and premium young plant material, suitable for every climate and evolving cultivation requirements. To learn more about HilverdaFlorist and to download the new catalogues, please visit www.hilverdaflorist.com.

HilverdaFlorist is pleased to announce the acquisition of the gerbera Royal F1 series from Takii. Since 2021 both parties have collaborated to accelerate pot gerbera breeding and seed production. This successful partnership has resulted in a strategic step for both companies; the acquisition of the complete gerbera Royal series by HilverdaFlorist.

HilverdaFlorist will continue with the breeding activities and seed production as initiated last year, and in addition will take over the sales starting of November 1st 2022.

The hybrid Royal series is a perfect addition to the strong Pot Gerbera assortment of HilverdaFlorist. Royal is an established brand with a long successful history. It’s known for its high uniformity, strong colors and suitability for larger pot sizes. Combined with the current assortment of FloriLine and Sundayz, HilverdaFlorist confirms to have the strongest assortment in uniformity, genetics and diverse pot sizes to meet any customer demand.

Both family businesses have a long shared history and have collaborated strategically in many areas for years. Royal’s new fit with HilverdaFlorist helps the gerbera specialist to maintain a strong position in a rapidly changing pot gerbera market and allows Takii to develop in other emerging pot- and bedding segments. Takii and HilverdaFlorist work closely together to ensure a smooth transition that safeguards the delivery of excellent quality material.

HilverdaFlorist Colombia S.A.S.

HilverdaFlorist Colombia is the young plant supplier of the complete Hilverda Florist cut flowers assortment in Latin America. HilverdaFlorist Colombia is a subsidiary of HilverdaFlorist located in The Netherlands.

Ball Colombia Ltda.

Ball Colombia Ltda. as part of the Ball Horticultural group, distributes seeds, plugs, cuttings and TC plants in Central and South America as well as Kenya and Ethiopia, offering our own genetics and representing third parties in the region.

Proudly we announce that our subsidiary company Florist North America has officially changed the name to HilverdaFlorist North America. The name change was initiated due to the merger and reorganization of parent company HilverdaFlorist B.V. With this step we strengthen our position in the North American market and have an extensive range in Gerbera, Dianthus, Echinacea, Alstroemeria, Salvia and Hellebore products. HilverdaFlorist North America gives us the opportunity to directly deliver rooted plant material from our extensive assortment to the Canadian market.

Sjaak Sijm, manager at HilverdaFlorist North America, explains, ‘This name change emphasizes the strong partnerships that HilverdaFlorist has in the North American market. In Canada we partner with rooting stations, in Ontario and British Columbia, this gives us the opportunity to sell and deliver rooted plant material directly to the Canadian growers.’

HilverdaFlorist continues with the next phase of the construction of the greenhouse project at their main location at the Dwarsweg in De Kwakel. On Thursday 29^th of April construction started with the celebratory piling of the first pole. On behalf of the Board and the Production Management team, Arthur Koekkoek and Nico Reijm had the honour to give the start signal and piled the first pole into the ground.

The new and modern greenhouse complex includes almost 5.4 acres of greenhouses with post-heights of 6.3 metre and 1.7 acres of production buildings. After the expansion the greenhouse complex will house the production demand for young plants of HilverdaFlorist in The Netherlands.

Multiple partners are selected which fulfil a large part in het realisation of the project. Quality, reliability and continuity are important criteria for the selection of these parties. The project will be coordinated by Technokas Smart Engineering and Bosman Van Zaal is contracted for the greenhouse construction. The new greenhouses will be Venlo-type greenhouses. For the best development of the young plants they will also built a cabrio greenhouse. The greenhouses are fully equipped according to the concept of Smarter Growing (Het Nieuwe Telen concept) and are covered with high diffuse glass. HilverdaFlorist decided to install the PARperfect climate system as screen installation in the mist sections. This ensures that the crop always receives the correct light exposure. Imitating natural light as much as possible encourages growth of crops.

The interior of the greenhouses including the watering- and climate control system will be supplied by Stolze. For the internal transport the 2D Shuttle system of the company Logiqs will be installed. Besides that, a spray robot of Robur will be implemented. Automation and robotisation of the processes are implemented to increase production capacity and to work more efficiently.

Innovation is an important pillar for this project, with a strong focus on durability, efficiency and hygiene. By installing the concept of Smarter Growing (Het Nieuwe Telen), crops can be grown more energy efficient and production can be optimised at the same time. HilverdaFlorist will also increase the capacity for generating in-house electricity, use more sustainable CO₂ and energy saving LED lights in the greenhouses. This all will be realized to serve customers in the most optimal way and to further develop the ambitions of HilverdaFlorist and their customers.

The new greenhouses will be operational at the start of 2022. The development of the greenhouses is completely in-line with the ambitions of the company; to be the leading breeding- and propagation company with the most innovative products in the selected crops.

HilverdaFlorist

HilverdaFlorist focuses on the breeding, propagation and development of an extensive range of cut flowers, pot and garden plants. This is done with a strong drive and focus on innovation. HilverdaFlorist is the supplier of high-quality young plant material suitable for every climate and cultivation requirements.

HilverdaFlorist continues with the development and construction of their greenhouse complex at their main location at the Dwarsweg in De Kwakel. The construction includes almost 5.4 acres of new greenhouses and 7000 m² of industrial halls on the adjoining land at the Achterweg. The construction will begin in Spring 2021 and will be operational at the start of 2022. The contract for this construction has been signed recently by HilverdaFlorist and Bosman Van Zaal.

The new greenhouses will be Venlo-type greenhouses and a cabrio greenhouse for the best development of the young plants. The greenhouses are fully equipped according to the concept of Smarter Growing (Het Nieuwe Telen concept) and are covered with diffuse glass. The Venlo greenhouse has an integrated insect netting system.

After the expansion the whole greenhouse complex will house the total production demand for young plants of HilverdaFlorist in The Netherlands. The watering- and climate control system will be installed by Stolze. The decision to work with these two companies is based on a long-term relationship, in which quality, reliability and continuity are important factors.

Arthur Koekkoek, Director Operations, R&D and Supply Chain at HilverdaFlorist explains: “The development of the new greenhouses is completely in-line with the ambitions of the company. Our ambition is to be the leading breeding- and propagation company with the most innovative products in the selected crops.” With the realization of this greenhouse project HilverdaFlorist wants to give a boost to the reliability and standards of high quality output in the horticultural industry. The location can be used more efficiently and there is more space for the young plant production and for research and the development of new products. This will all be realised to continue to deliver high quality plant material and innovative products to our customers.

HilverdaFlorist

HilverdaFlorist focuses on the breeding, propagation and development of an extensive range of cut flowers, pot and garden plants. This is done with a strong drive and focus on innovation. HilverdaFlorist is the supplier of high-quality young plant material suitable for every climate and cultivation requirements.

Bosman Van Zaal

Bosman Van Zaal is a family-owned company, specialised in the development, production and installation of well thought-out horticultural projects and has an extensive team of engineers and horticultural experts at its disposal. This enormous technical diversity within the organisation forms the basis for the sophisticated technology used in the development of laboratories or test greenhouses for the food and pharmaceutical industries, but which is also extremely suitable for the realisation of high-quality production greenhouses. Together with progressive entrepreneurs from the horticultural sector, the pharmaceutical industry and the science sector, we are building the future of crop production. From vision to solution, anywhere in the world.

Stolze

Stolze has been a renowned name in the horticultural sector since 1969. With over 140 employees, Stolze has become the specialist in the field of electrical and irrigation technology, grow light, automation and climate technology for the modern horticulture.

Picture 1, from left to right: Bart Sneek, Marc Rost, Nico Reijm, Ben van der Heide, Arthur Koekkoek, Marco Braam, Gerard Peek.

Picture 2, from left to right: Marc Rost, Arthur Koekkoek, Bart Sneek, Nico Reijm, Jilles Goedknegt, Gerard Peek, Marco Braam, Patrick Piet, Ben van der Heide.

HilverdaFlorist and Takii extend their existing relationship with a collaboration on pot gerbera breeding. By joining forces, the companies aim to meet customer demand in a rapidly changing pot gerbera market.

Takii successfully runs a pot gerbera breeding program that has led to numerous introductions such as the hybrid Royal series. As the gerbera specialist, HilverdaFlorist is the perfect match for incorporating this breeding program into their breeding location in the Netherlands and driving seed production.

Both family businesses have a long shared history and have been collaborating in other areas. This strategic collaboration is only a logical step and will benefit from the expertise of both sides.

The collaboration is only based on breeding activities and seed production. Sales of the pot gerbera Royal will continue through Takii and the Flori Line and Sundayz exclusively through HilverdaFlorist.

HilverdaFlorist

HilverdaFlorist focuses on the breeding, propagation and development of an extensive range of cut flowers, pot and garden plants. This is done with a strong drive and focus on innovation. HilverdaFlorist is the supplier of high-quality young plant material suitable for every climate and cultivation requirements.

Takii

Takii is one of the world’s leading breeders of vegetables and ornamental plants. Driven by their corporate philosophy, embodied in their slogan “Creating tomorrow today”, Takii is committed to create, produce and supply high-value varieties and excellent service to benefit their customers.

Proudly we announce that our subsidiary company HilverdaKooij Colombia has officially changed the name to HilverdaFlorist Colombia. The name change was initiated due to the merger and reorganization of parent company HilverdaFlorist B.V. With this step we strengthen our position in Colombia, which is one of the most important markets in the cut flower industry.

Jorge Calderón Yepes, general manager HilverdaFlorist Colombia, explains, ‘This name change generates synergy in different technological, logistic and commercial aspects, expanding our portfolio and potentialize innovation. We’re proud and glad to take this next step and work to be one of the main strategic allies for our customers in Latin America, overcoming together the challenges that the present time brings to our business.’

On March 1 2020 the merger between HilverdaKooij and Florist Holland is legally a fact. Since 1 September 2019 both organizations have been operating together under the name HilverdaFlorist. In order to seal the merger the new identity and the corresponding corporate style were presented today. The logo and corporate identity were unveiled by Commercial Director Bart Sneek.

Bart Sneek has been appointed as the new commercial director of HilverdaFlorist and thus joins the management team. Bart Sneek succeeds Melchior Moen, who recently left HilverdaFlorist.

Bart Sneek is no stranger to the company and has worked for HilverdaKooij before. After a period of working at PanAmerican Seed, Bart returns to HilverdaFlorist to work on a powerful organization focused on growth and innovation. With a strong commercial focus Bart will be the link between Sales, Marketing, Breeding and the market/ customers. With Bart Sneek as commercial director, the management is complete, consisting of production and R&D director Arthur Koekkoek and financial director Marc Rost.

HilverdaFlorist

HilverdaFlorist, formerly Florist Holland and HilverdaKooij, is the supplier of high-quality starting material for a wide range of pot & garden plants and cut flowers. The complete range of pot & garden plants consists of: Dianthus, Alstroemeria, Dahlia, Echinacea, Salvia, Helleborus, Gerbera. And the following types of cut flowers: Alstroemeria, Dianthus, Helleborus, Gerbera, Gipsophila, Limonium and Scabiosa. HilverdaFlorist has an extensive international sales network and a number of foreign production locations. This enables HilverdaFlorist to provide all customers worldwide with the best products and advice.