Magazine Floréac n°27 : Spring 2024 by Floréac

Floréac Magazine

Sp ring 2024

Issue no 27

Co ntent

0 5 Foreword 0 8 Supplier in the spotlight : 14 Product in the spotlight : 24 Supplier in the spotlight : 3 0 New kids on the block 31 Trade shows 2024

Grateful and confident 2023 has undoubtedly been a rollercoaster, for Floréac and probably for many of you, a year full of challenges and unexpected turns. But amid all the uncertainties, we have shown that we are resilient and capable of pushing our limits and embracing change as a learning process to keep growing. That is why I want to convey a message of gratitude especially at the start of this new year. Gratitude in the sense of feeling conscious of what is beautiful, positive and nice in your life and realising that that is something you can be happy with . Therefore, on behalf of the whole Floréac team, I would like to thank you, our loyal customers and suppliers, for giving us opportunities to fulfil our mission of making the world a more beautiful, healthy and happy place with plants. Because the world needs that more than ever, both in areas far away and in our own neighbourhood, very close by. Hence, it is important that together we continue to embrace and spread the beauty of floriculture. Let us be grateful for the splendour of colour that enriches our daily lives and face the future with confidence. Together, we can ensure that the floriculture sector continues to flourish and that we can continue to enjoy all the beauty it has to offer us . Floréac is already prepared for another challenging year in which we will be even more committed to the growth and development of our employees. We want to create an environment where everyone has the opportunity to reach their full potential. And that will undoubtedly make itself felt to you, dear reader, in our service, in our choice of product range, in our improved processes and in our personal contacts with you! Let us continue to inspire and support each other so that we can become stronger as a value chain than ever before. Enjoy to the full this new year, our cooperation and this fine new magazine ! Happy reading! An Vander Aa CEO Floréac

Floral Farms A natural calming environment. For many, this captures the imagination. A private green oasis. Pure and stripped of frills. Bring out the child in you and play with compositions. Lush with soft shades like moss green, old pink, lilac and so on. Alternate with cheerful accents like purple orchids in a multicoloured pot. Green as a safe buffer against the increasingly hectic outside world. Get to grips with the theme because it is a keeper.

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Climbing plant as lever for greening cities

“Climbing plants: the forgotten solution to the climate problem”. The baseline of climbing plants nursery van der Starre sounds modest. But make no mistake. If it were up to Bart and Teun van der Starre, facades in cities and on businesses would soon be compulsorily coloured green. And rightly so. Together with them, we zoom in on the many-headed advantages of climbing plants.

Slowly moving up Founder Bart van der Starre looks back to the very beginning in 1982. “My father worked in engineering and I soon knew I wanted something else. I went to horticultural school and by the time I was seventeen I had seen enough of that. Working for a boss didn’t suit me and so I started working for myself at nineteen.” A process of trial and error where he says he did everything wrong you can do wrong. Two years later, cousin Bert joined.

“ Even after a year of infestations, we managed to work without chemical control. So it can be done! ”

In the early 1990s, the nursery was forced to relocate. From one hectare it suddenly went to three and a half hectares and a, for the time, state-of-the-art farm. “We were the first company to recycle leaking water. That way no crop protection agents got into the surface water. We were also pioneers within the industry in an ebb and flow system.”

Bart van der Starre

Pioneering in sustainability Today, the nursery spreads over 20 hectares. But the green concern has remained. Van der Starre is a pioneer rather than a follower. Since 1 January 2023, for instance, they no longer use chemical crop protection. “We have been reducing our chemical control for years,” Bart explains. “In 2023, we decided to switch completely to green crop protection. A tough year because we had been plagued by fungi for a long time. But we succeeded. So it can indeed be done without chemical control.”

works with a three-star system. This gives growers the opportunity to gradually switch to natural crop control. To make the certificate even more decisive, inspections will take place up to six times a year.” Besides MPS Greener Grown , van der Starre is also certified with MPS A+, MPS GAP and MPS Productproof and GRASP. The company also makes efforts in other areas to minimise its ecological footprint. Bart explains a few examples: “We use as little energy as possible. Our plants can withstand a bit of frost, but in winter we prefer to put them in the greenhouse for

Blood, sweat and tears it cost them. But how do you prove it to the customer and the end consumer? It had to be embedded in an official certificate, which is why the van der Starre brothers knocked on MPS’ door. Bart: “Together with Tuinbranche Nederland, Intratuin, PAN Nederland, Stichting Natuur en Milieu, we developed a new certificate with MPS that also included monitoring. The MPS Greener Grown certificate takes effect from 1 January 2024 and

Moreover, they are beautiful. Just think of the green garlands in cities like Ghent and Antwerp.”

Green facades as a mandatory part of buildings

safety’s sake. Here we only heat at a temperature of -3 C°. That used to be 2 C°. By heating below zero, we now save up to 90% energy. We also drive electric cars as much as possible. Especially for the English market, we grow peat-free. All pots are made of 100% recycled Post Consumer (PP NIR scannable) material, the same for our photo labels that can be recycled together with the pots.”

Climbing plants as a solution to climate problems So the climbing plants are grown sustainably, but the most ecological lever is the climbing plant itself. Or the forgotten solution to the climate problem, as they describe it themselves. The pet project of son Teun van der Starre, who takes over the conversation. “Climbing plants play a crucial role in greening cities. Even more important than trees. After all, research shows

that climbing plants absorb much more CO2 and release O2 per m2 than any tree. Not to mention particulate capture, water uptake, temperature regulation and biodiversity. This research, conducted by Delft University of Technology, is ongoing and we are supporting it. This is how we link forty years of cultivation experience to scientifically based knowledge. You can plant trees, but that costs money and they take up a lot of space. Whereas, climbing plants are cheap and easy to plant.

“To encourage ground-mounted climbing plants as green facades, we have developed the concept of ‘UrbanClimbers’. Here, we supply climbing plants and structures for vertical greenery against buildings. Our ambition? For green facades to be compulsorily incorporated into building design. Meanwhile, we work with architects, governments, horticulturalists and so on. We participate in the design phase, supply specially developed racks, advise on soil improvement, fertilisation and maintenance. And above all: we advise which climbing plants are most suitable. Not one species, but several together so that the soil remains healthy and biodiversity increases.”

“ Quality always comes first. That is also why it clicks so well with other partners like Floréac ” Bart van der Starre

W here? Main location: Boskoop (NL): 20 ha What? 250 different species of climbing plants Employe d ? 50 permanent employees and supplemented by temporary workers and job students Sale s market? Garden centres, DIY stores and retail across Europe Teun vander Starre

CO2 positive into the future A green world always starts with yourself. They also translate the knowledge van der Starre gains from the UrbanClimbers concept to the customer. Especially for garden centres, they have developed ‘Climby’s’. Via cartoons on the labels, they map out the advantages of a particular variety. The consumer sees at a glance which climbing plants best suit their garden and their needs.”

Working with quality companies like Floréac

To conclude. Why do Bart and Teun go to the nursery every day with tons of energy? “Because we have the best job there is. We are one of the few sectors that are CO2-positive. Because we provide green lungs and thus care for the future of the current and especially the next generation.” Teun agrees: “I dare to say we hold the key to greening cities. And that in an efficient and cheap way. Because you can’t plant trees everywhere, a climbing plant can, in principle. And you’ll be fine for at least 50 years.”

The short line with customers was important to van der Starre from the very beginning. “When I started forty years ago, climbing plants were sloppily presented in garden centres,” says Bart. “That’s why we carefully develop concepts that present our plants attractively in retail. Quality always comes first. That’s also why it clicks so well with other partners like Floréac. You recognise the same drive. We have been working together for about ten years now and we have a very good understanding of each other. Together, we look at how we can optimise the whole process right up to the customer’s shelf. Especially in the busy season.”

New trend in sight :

Folk Flora There’s spring and there’s a new trend: Folk Flora. Frivolous houseplants with a retro-folk twist. A multicoloured patchwork descends over the dark winter. Finally. Time to celebrate life again. With lush potted plants, pots printed with artistic patterns, intense shades like burgundy, brown-orange, violet ... Folk Flora emphasises the beauty of domestic nature and creates an intimate, rustic atmosphere perfectly suited to the burgeoning new season.

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Beautiful potted roses in the spotlight

At Floréac, we are sitting pretty. . Our range includes the most magnificent roses. We owe this not only to the passion of breeders, but also to our innovative suppliers. Time to put the pot roses in the spotlight.

Three breeders highlighted Kordes rozes (Kordana®): deutsche Gründlichkeit and beauty in a pot This variety, created at the beginning of the nineteenth century, is the result of crossing between a dwarf Chinese rose and a polyanthus (multi-flowered) rose. The cordana rose gained a small growth from the former and an abundance of inflorescences from the latter. The name “Kordana” refers to the name of the grower: Wilhelm Cordes. Kordes Roses in Germany is still the breeder of the Kordana® varieties. The Kordana® Series are compact, upright, bushy plants. They are recognisable thanks to their glossy dark green leaves and clusters of lightly scented, double, red, pink, orange, yellow or white flowers. In the Kordana® roses we distinguish the Classic: small-flowered and the Grande: large-flowered.

Poulsen Roser A/S: surprising varieties from Denmark Different collections, different looks. Poulsen Roser is a leading Danish breeder of a wide range of potted roses. Meet the four varieties we distribute. Party : a feast for the eyes. These richly flowering miniature roses in 7 cm pots remain beautifully compact. And yet a new flower bud appears every time. The small, dark-green leaves are in perfect proportion to the numerous, beautifully filled roses. The Party roses last a long time and their trendy look makes them a must-have for every rose lover. ®

With its range of large-flowered pot roses, the Victory® Collection conquers every rose lover. Suitable for 10.5 cm pots and available in a wide variety of colours, including some striking appearances. Indoors, they last a long time as a pot plant or in a larger bowl. The potted roses of the PatioHit® Collection shine in the house as well as outdoors or on the balcony. In

their 13 cm pots, they immediately catch the eye. The glossy, deep green leaves contrast lushly with the large, brightly coloured flowers. PatioHit® pot roses are persistent. Moreover, they can take a beating. The pot roses from the Palace® Collection are distinguished by their majestic posture, their beautiful large double flowers. Ideal as plants for a spacious flower box (17 cm). They last a long time in a sheltered spot in the garden, for example on a terrace. So you can enjoy these rooted ‘bouquets’ for weeks.

Roses forever: infinite beauty from Denmark Danish breeder Roses forever is best known for Infinity® roses and Forever® roses. The Infinity® roses are revolutionary of their kind. They owe their slightly extravagant appearance to their large well-shaped flowers of up to 7 cm in diameter, in white and pink. Infinity® roses are longlasting. As much as five weeks or more they last. This is where their thick leaves and stems come into play.

These prevent the plant from drying out. The roses thrive indoors and if you plant them between May and September they are hardy.

Rosa Danica’s favourite product? The Kordana® pot rose. Through the now 30-year-long cooperation with German breeder Kordes Rosen, the horticultural company acquired a strong position in the market. Together, they develop new Kordana® pot roses. After crossing at Kordes Rosen, the product is tested at Rosa Danica. Here, more than 2,000 different Kordana® pot roses are tested annually for their qualities and values. Four to six of these come onto the market as new Kordana® varieties.

Discover our suppliers Rosa Danica: established name from Denmark State-of-the-art Rosa Danica was founded in 1987 by Lis and Torben Moth Madsen. Besides potted roses, the horticultural company also grows Campanula and Schlumbergera, all spread over about 110,000 m2. Good for some 6,500,000 pieces a year (divided between the various pot sizes). 90% of them end up abroad. The company highly values sustainability. Thus, they are MPS, MPS GAP and MPS GRASP certified. Through focused product development work, they have developed innovative cultivation methods. Here, they use only natural growth promoters and effective microorganisms, which strengthen the plants’ resistance to diseases and pests. Combined with biological pest control, this contributes to a healthy greenhouse environment.

Assorted roses: • Rosa Kordana® Classic 6 cm: year-round small-flowered pot rose - available by colour and as a mix • Rosa Kordana® Classic 10.5 cm: small-flowered pot rose - available by colour and as a mix • Rosa Kordana® Grande 10.5 cm: large-flowered pot rose - available by colour and as a mix • Rosa Kordana® Grande 12 cm: large-flowered pot rose - April-May - not in our range • Rosa Kordana® Grande 15 cm: large-flowered pot rose - April-May - not in our range • Rosa Aroma®: January-September - three colours: light pink, cream pink and dark pink (Crimson) - only available in mix colours

Nolina Kwekerijen B.V.: quality from the Netherlands In picturesque Woubrugge, located in South Holland, an extraordinary family business has flourished since 1966: Nolina Nurseries. What began as a loving craft has grown into a leading nursery, with a total area of 24 hectares, 11 of which are under glass. Driven brothers Marcel and Steef de Lange set the company’s course with passion and dedication. Nolina is at the forefront, constantly honing quality, service and sustainability. Their goal? To deliver products that not only meet the highest standards, but are also grown and packaged in a responsible and sustainable way. They consciously look ahead.

Assorted roses: Pligt Professionals grows both roses from Kordes and Roses Forever. For each pot size, they select the best varieties. So they put together a nice assortment of top-quality roses in a nice mix of colours: • Richness® 10.5 cm • Majestic® 12 cm • Maxima® 14 cm

For instance, the installation of LED lighting in the greenhouses is an important step towards an energyefficient future. Assorted roses: • Party® 7 cm available by colour and in the mix • Victory® 10.5 cm available by colour and in the mix • PatioHit® 13 cm available by colour and in the mix • Palace® 17 cm, available by colour and in the mix - only grown between weeks 14-40

Pligt Professionals -Netherlands Pligt Professionals, a true family business since the early twentieth century, is committed to energyefficient cultivation. For instance, the flue gases from the combined heat and power installations are cleaned and used for CO2 dosing in the greenhouses. Water from cultivation is fully recirculated. In addition, residual heat from the CHP is used to heat the greenhouses. Furthermore, the company uses LED lighting as much as possible and much of the peat in the substrates has been replaced by alternatives. With low CO2 emissions as a sustainable result. They also keep plastic to a minimum. The proof? Their growing pots are 100% recycled and 100% recyclable. In consultation with the customer, they choose sustainable packaging options.

This is how roses stay beautiful for longer • A potted rose likes plenty of light. If temperatures are not too tropical, feel free to give them a spot in the sun. Provided they get plenty of water. In summer, even every day.` • Make sure the soil does not dry out. The best trick? Pour about three cm of water into the overpot. Wait 15 minutes and then empty it again. • About 14 days after purchase, the plant needs more fertiliser. In spring and summer, they will last longer if fertilised once every fortnight. In winter or autumn, it is once every three weeks. • Remove spent flowers. • Give the potted rose a second life in the garden . How to. When the rose has flowered out inside, cut four cm from the top of the pot and plant it in a light place in the garden. But be careful, it’s best to plant the potted rose between May (after Ice Saints) and September • The Kordana® pot rose tolerates light frost.

Exuberantly simple Soothing yet striking. Simple, sophisticated and soft versus expressive. Life is made up of paradoxes and it is no different in the plant world. This season, go for houseplants presented in soft pastels and muted earth tones. Opt for overpots with a ripple pattern. The result? A trompe-l’oeil that plays with texture and depth. Striking yet subtle.

This theme is a perfect representation of tranquillity and natural beauty, carefully brought together in a palette that is both warm and inviting. As paradoxical as life itself.

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20 © www.thejoyofplants.co.uk

Peaceful Pleasure Houseplant as a silent ally Self-care, introspection, silence... Sometimes you long for a place where you can take a break from this hectic world. In which you can be surrounded by silent allies who give you oxygen and peace. Especially a lot of peace. Can you imagine such a place of silence? With green houseplants and with items made of wicker, rope and other natural materials. With delicate patterns and subdued shades that contribute to the feeling of serenity. Let yourself go in this deafening silence where only plants make themselves heard.

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Ferns conquer the world

“Ferns should be in a place where you like to be yourself: not too hot and not too humid.” With this statement, Kelly Raadschelders clears up a persistent misunderstanding. Ferns don’t need much moisture and heat at all. Together with her parents and her brother, she preserved the cultivation of ferns. Today, they are the market leader and she gives us a look behind the scenes.

Kelly & Sander Raadschelders

From roses to ferns The story of the nursery begins in 1982. Jan and Joke Raadschelders first grew roses, but soon replaced that crop with ferns. “Growing roses is labour-intensive. Besides, there was an energy crisis in the 1980s,” Kelly explains. “And so my parents switched to ferns. Nephrolepis Boston in pot size 13 was the first species. For years, that remained the only species in the range. In 1995, my father took over a second nursery at the Zevenhoven location.” In 2003, they left Kudelstraat and invested in a new building on the De Kwakel site. A turning point. Until then, they grew one variety in two different pot sizes, but modernisation opened new doors. It is also around this time that children Kelly and Sander decide to join the business. “For me, that was not a done deal,” Kelly explains. “Even though I grew up among the ferns, so to speak, my ambition lay elsewhere. For instance, I first studied Tourism. But when we were about to invest in the new site, I still decided to get into the business together with my brother.”

Wide range and own variety In 2018, the next generation will take over, although Jan and Joke still lend a hand every day. Meanwhile, the range of ferns has grown considerably and, with outlets all over the world, Raadschelders is the market leader. How do they differentiate themselves from other growers? “Our range is very broad,” Kelly explains. “We looked carefully at what the market needed and put together the assortment in close consultation with the cutting supplier. Because we have such an extensive range in various pot sizes, we are very attractive to customers. They can order different varieties in the desired quantities from us.

“ Because we have such an extensive range in various pot sizes, we are very attractive to customers ” Kelly Raadschelders won the Royal Flora Holland Glass Tulip in 2020 with this variety.”

Air So Pure Raadschelders’ ferns stand out not only for their leaf colour, original shapes and shelf life. A number of species score very high on air-purifying properties. “Together with other growers, we are affiliated with Air So Pure. This growers’ organisation focuses on plants whose air-purifying properties have been scientifically proven. With the brand promise ‘A world of wellbeing’ and a contemporary look, Air So Pure informs consumers about the positive effects of their plants,

About five years ago, we grew our own variety: the Phlebodium Davana, named after my daughters (Da=Daisy, Va=Silva, Na=Naomi). A hit because we

Because Floréac shares all that data with us, we can make better decisions. We consult a lot and it’s nice to notice that you are on the same wavelength. I hope we can continue in the same vein for a long time.”

Ferns and water: what about it?

both physically for the indoor climate and mentally. A valuable collaboration, as they bring this story to consumers with matching promo material.”

Right choices through right collaborations It is through such collaborations that you grow as a grower and can make the right choices. This also applies to the collaboration with Floréac. “When we want to launch a new variety on the market, it is always exciting to see if it does well. A partner like Floréac is an indispensable link here. With which customers will a certain type of fern do well? What pot sizes should we provide?

And then it’s time to dispel a myth. Do ferns need a lot of water and heat? “Not at all,” denies Kelly. “Ferns want to be where you want to be as a human: not too hot, not too cold, not too wet or too dry and not too draughty. We grow quite dry which makes the buildup a nice full plant. The more water we can save, the better, because sustainability is an important pillar.”

Sustainable improvement “For instance, we are certified with MPS-GAP, GLOBALG.A.P. with additional GRASP and we are doing a footprint calculation. This involves tracking data on our crop protection, use of plastic and so on. Afterwards, we can then see where there are areas for improvement. Anyway, we hardly need any crop protection and if we do, we opt for natural ones. Furthermore, we have invested in double screens, try to minimise the use of plastic and grow as much peat-free as possible. Unfortunately, you can’t control everything. We generate electricity through solar panels and would like to go completely gas-free. But the environment here does not

Where ? Main location: De Kwakel: 33000m2. Second location: Zevenhoven: 22000 m2 What ? Ferns, various types and sizes: from cutting sales to pot size 26 cm Employed? 12 permanently employed staff and 13 casual temps Sales market? Garden centres, DIY stores and specialist retailers throughout Europe. Phlebodium davana is also available in Australia, America, Japan and New Zealand

allow geothermal energy. We are now fully exploring whether we can become more sustainable in other ways, for instance by taking residual heat from large companies.”

Raadschelders is not sitting still. “There are some new varieties of ferns in the pipeline. And one day we hope to centralise the entire production on one site.” And finally, what still attracts Kelly most after all these years in the industry? “The variety. One day I’m working on new certificates and the next day on trade shows. I’m also quite proud of our products. They feel tropical and immediately brighten up your interior. Also the idea that our Phlebodium davana is in New Zealand somewhere in someone’s home. How special is that?”

Future in ferns Growing gas-free is already one of the intentions. But

“ When we want to introduce a new variety to the market, it is always exciting to see if it does well. A partner like Floréac is an indispensable link here ” Kelly Raadschelders

Colouring outside the lines Deliciously scented hyacinths, radiant daffodils in fifty shades of yellow, cheerful primroses and velvety violets... Feast your eyes: it is unmistakably spring! Combine these spring bloomers with flower pots in soft pastel shades. Let celadon green, honey yellow, sky blue ... complement the vibrant colours of flowers. The result? A colourful and cheerful scene that stimulates the senses and refreshes the mind. Just enough so that the subtle elegance remains ever-present. Create a setting that begs to be discovered. As an invitation to enjoy nature’s energy once again. Whether in a lush garden or a cosy terrace, the promise of new beginnings and the beauty of spring applies to any outdoor space.

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New kids on the block Houseplants : Landscape by Esperit

Ava ila 19 F ble from ebr 202 uary 4

Houseplants : Sansevieria Jamaiquina

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TRADE SHOWS 2024 UK Date Evenement 3 - 4 September 4 Oaks 10 - 12 September Glee

Locatie Cheshire NEC Birmingham

NETHERLANDS Date 13 - 14 March 10 - 11 April 21 - 22 August 4 - 5 September 2 - 4 October 5 - 7 November

Event Trade Fair Spring Fair Plantarium | Groen-Direkt Autumn Fair Groot Groen, boomkwekerij Trade Fair

Location Rijswijk Aalsmeer Int. Trade Centre Hazerswoude/Boskoop Aalsmeer GrootGroenPlus, Zundert Aalsmeer

BELGIUM Date 5 March 20 August

Event Florall Florall

Location Waregem EXPO Waregem EXPO

Floréac nv

Beerveldse Baan 4 - 9080 Lochristi - Belgium T +32 9 353 53 53 - info@floreac.com - www.floreac.com