Climate change, geopolitical tensions and digital transformation define our daily lives and sometimes make us feel like we live in a shaky and uncertain world. In our green sector, we also face major challenges, from declining consumer confidence to increasing pressure on the chain from grower through wholesaler to retailer.
At Floréac, we see these challenges not as obstacles, but as opportunities. They inspire us to take a critical look at ourselves, continuously refine our strategy and continue to create added value for our partners.
Where production companies excel in product quality and others in operational efficiency, Floréac chooses close, personal cooperation with customers above all else. Service & connection are in our DNA and form our pillars. We listen, analyse and build solutions together. In-depth knowledge , realising added value and personalised advice are at the heart of our approach. Together with our growers, we look for the right products that perfectly match our customers’ needs. A great example of this is our collaboration with partner Ostroplant, which is featured extensively in this issue. By working with them, we bring the best of Italy to our customers.
We also remain conscious of sustainability and we try every day to minimise our carbon footprint, but sustainability is so much more than just a carbon figure. One of the United Nations’ 17 Sustainable Development Goals to transform our world is also “Good Health and Wellbeing”. Plants have been proven on several occasions to make living and working environments healthier, more colourful and more pleasant. Together with our customers and our growers, we want to build on this strong characteristic of greenery: bringing oxygen to a world that wants to bloom.
Driven by this passion for plants and customers, in 2025 we will continue to focus on further developing possibilities to bring plants to as many consumers as possible. We are therefore proud to present our new baseline ‘Grow in Green’, which brings these elements together beautifully.
In this issue, you will discover more about the versatile spring-flowering Campanula, indoor and outdoor plants with a spring-fresh look and about the power of shade plants in the garden! Be inspired and enjoy the possibilities offered by greenery.
We wish you a b(l)ooming and sunny spring!
Happy reading!
An Vander Aa CEO Floréac
Graceful greenery in the shade
Shady garden? This is how it becomes a green oasis
Do you have a north-facing garden or lots of spots in the shade? No worries! A shady garden can be just as enchanting as a sunny spot. In fact, many perennials feel perfectly at home in shade or semi-shade. From evergreen ground covers to colourful bloomers-the possibilities are endless.
Plants for a shady garden
Hosta – Hosta mix - Known for their large, decorative leaves in various shades of green.
Pulmonaria- Beautiful speckled foliage plant with dainty flowers in pink or blue.
Brunnera- A fairy-like plant with silver-green leaves and small blue flowers.
Vinca- Strong groundcover with purple flowers and evergreen leaves.
Polystichum- An elegant fern with glossy green leaves.
With shade plants, you not only add colour and texture, but also create tranquillity and depth in your garden. Choose variation in leaf textures and flowering times to maintain an attractive image all year round. This will prove that a garden in the shade is anything but boring.
Turn your shady garden into a unique, green dream spot!
BERGMX-17A
Pulmonaria
DIPIDI-17A
DRERYT-17A
SARCMX-17A
VIMINO-17A
PIJAMOFI-21A
PEAFSU-17A
HEORMX-14A
Brunnera Hosta
Ostroplant
We are the eyes of our customers
Did you know that more than 90 per cent of all citrus plants come from Ostroplant? The supplier of all that beauty has been our regular partner for Mediterranean plants from Sicily and Puglia since 2008. Or as they say themselves, “We are your eyes in Sicily and Puglia.” A conversation with Kurt Heyrman and Stefano Scirè of Ostroplant.
Ostroplant team from left to right Stefano Scirè, Viviana Valenza, Tim Floré, Kurt Heyrman, Pierpaolo Cuminale & Leonardo Licciardello
New wind from Sicily
Ostroplant was founded, within the Floré group, in summer 2008 by Kurt Heyrman and Viviana Valenza. Until then, Floréac operated indirectly in Sicily through another exporter. As a salesman, Kurt occasionally visited the region with customers, but he was often left hungry. “Because we were there only sporadically, we didn’t get a real feel for the growers,” he looks back. “And after the visit, we lacked sustained supply during the season. We could do better, I thought. Spurred on by a major customer, Floréac then asked me to develop a trading company in Sicily.” And so it happened. The name comes from Viviana’s mind and refers to Ostro, the warm southern wind that blows through her native Marsala.
Italian with a Belgian and German twist
In the early years, they did everything in pairs. From a small flat with nothing more than a fax, computer and telephone, Ostroplant slowly grew into the stable player it is today. In 2011, Stefano Scirè came on board. “I was born and raised in Germany, but I always wanted to return to my parents’ country, where we stayed every summer. When this opportunity presented itself, I didn’t hesitate for a moment.” With his Italian flair and German reliability, he proved to be the perfect addition to further expand Ostroplant.
Mediterranean plants and fruit
From then on, the company grew steadily, mainly by actively prospecting the German market and expanding the Sicilian range with products from Puglia (southern Italy).
The top products are still citrus plants of all shapes and sizes, complemented by a wide range of patio and indoor plants. During calmer periods, Ostroplant also offers a small range of fruit. During the winter months, these are mainly oranges and mandarins,
“ Working with Floréac and its network has definitely helped our growth ”
Stefano Scirè
and in summer watermelons. “That was a logical consequence of our export of citrus plants,” Stefano explains. “We got requests from customers whether we could supply fruit alongside the plants. This allowed us to present a nicely varied range. Moreover, this enables us to deliver all year round.”
Owning the chain
Today, together with a logistics partner, we operate from two loading halls. This is because of the geographical spread of production areas in Sicily. In total, Ostroplant has five employees. That is relatively few for a company with such growth, but it is a conscious choice, says Kurt. “From the start, we do everything ourselves: purchasing, sales, administration, logistics. We have the whole chain in our own hands. That makes us flexible and wellmatched. Stefano, Pierpaolo and I mainly take on
sales, but also jump in for other tasks, such as order administration and loading the plants.” The biggest advantage is the short link with the local growers. “We are constantly on the road with the growers so we are always aware of the current supply and the growers also feel our presence and control. We are our customers’ eyes, so we can serve them quickly and flexibly.”
Boost thanks to Floréac
Through local anchoring and personalised service, the customer base grew, especially in Germany, but also in France, Denmark, Austria, Belgium, the Netherlands and England. “The cooperation with Floréac and its network definitely helped in this!”, says Stefano. “Especially the contacts with England and Denmark we owe to them, as well as actions they organise with big chains.”
Kurt adds that the cooperation with Floréac is unique. “Even though Ostroplant stands on its own feet today, in the beginning we were a sister company. That
“ Consumers need to understand that environmentally friendly growing goes hand in hand with accepting nature’s imperfections. Only then can the sector become truly sustainable ”
Kurt Heyrman
close contact has remained. For example, Floréac salespeople sometimes travel to Sicily with their customers.”
Sustainability high on the agenda
The interaction with transparent information is paying off. Ostroplant is not only strategically important for customers, but also for growers. “Thanks to our short lines of communication with Northwest Europe, we know what customers there expect and what standards apply. We share that with growers so they can respond accordingly.”
Market expectations are changing rapidly. Floriculture has to become more sustainable. How are growers in Sicily responding to this? “As in Belgium or the Netherlands, they are aware of the importance of sustainability,” Kurt explains. “But the conditions here are quite challenging. A citrus tree or a palm needs five years before it can be delivered. During that whole time, the plants are exposed to the elements of nature, including great heat. Growers are increasingly managing to use alternative products to avoid conventional pesticides. Because of these efforts, they achieve the same certificates as their colleagues in northern Europe.
Sales market? Europe for which mostly to Germany, but also to France, Denmark, Austria, Belgium, the Netherlands, Norway and England.
As natural as possible
“Awareness among growers has grown significantly in recent years,” Stefano adds. “Growers are increasingly aware that many products are harmful - not only to the planet, but also to their own health. Therefore, they strive to provide the most natural product possible.”
Perfectly imperfect
In addition, our pots are made of recyclable and recycled plastic and are also increasingly carbon-free. Moreover, growers are increasingly managing to grow peat-poor or even peat-free. And because we hardly need to reheat, we are already using less energy.”
The green trend has clearly taken off, but both Kurt and Stefano stress the importance of a general change in attitude. Many customers and consumers no longer accept imperfect plants. A fruit or a leaf with a spot is already a reason for complaint. .That has to change, they think. Consumers need to understand that environmentally friendly growing goes hand in hand with accepting nature’s imperfections. Plants and fruit can and may have a spot. That is the only way to make the sector truly sustainable.
Green, yellow and white: a fresh start
Bring spring into your home with light colours
With spring comes new life, fresh air and... time for a change. What better suits this season than plants in soft shades of yellow, white and green? These colours give your interior a radiant lightness. Whether you choose a romantic azalea, an elegant lily, or a cheerful begonia, there is always a plant to brighten up your home or terrace.
Planten voor een lentefrisse uitstraling
Philodendron White Wave - Elegant, white-green leaves that reflect light beautifully.
Azalea Hortinno white - This compact beauty brings romance to the home.
Nephrolepis Tiger - A playful fern with light green leaves, ideal as a hanging plant.
Lilium Oxygen - A white lily that exudes pure sophistication.
Stephanotis Elegance - Subtle, fragrant flowers in pure white.
Subtle colours, great effect
With plants in soft colours, you bring peace and harmony to your interior. Combine white flowers with fresh green leaves for a natural look. Or add a touch of yellow for an energetic touch. These colour palettes not only have a refreshing effect, but also create a clean and timeless style.
TICYWI-09A
AGWHJO-12A
Spathiphyllum Diamond
ANWHCH-14A
COUPE-§SP059A
COUPE-§SP420A
PHLADY-M080A
JASMYN-SP01A
SCMELA-S045A
DENOAP-TA2A
GP12MX-SPH04A
Begonia Guzmania
Campanula: kick off the spring season in colour
Need some colour after a long winter? Fortunately, the first Campanulas start peeping out from March onwards. With their bell-shaped flowers and fresh green stems, they brighten up any outdoor space. Blue, pink, lavender-purple, white ... intense, soft, romantic. The Campanula has many faces. The result of passion and craftsmanship. This article introduces you to our main growers, both in the Netherlands and in Denmark.
Campanula Adansa®
Bright spot after winter
It gets its name from the shape of its flowers: Campanula is Latin for ‘bell’. It originates from northern Italy, where it forms a colourful hanging carpet over rock formations. Forming such an impressive carpet hardly takes any effort, as Campanula is a fast grower. And a tenacious one. With the right care, it flowers three to four times a year, each time for four to six weeks.
Especially if you follow the following maintenance tips:
• Place the plant in semi-shade.
• Give a splash of water up to twice a week.
• Remove spent flowers to encourage new blooms.
• Let the plant overwinter and enjoy its flowers again the following season.
Campanula Addenda®: passion for quality and a greener future
Floréac has worked with breeder Addenda® for many years. One of their top products is the Campanula Addenda®
At Addenda®, passion and sustainability go hand in hand. With environmentally friendly growing methods, such as the use of beneficial insects, they enhance biodiversity and contribute to a greener worldwithout compromising on quality. This combination of craftsmanship and respect for nature makes Campanula Addenda® a real asset to any garden.
In addition to the popular blue hue, Addenda® offers innovations such as the Ambella® Pink, a pink variant, and the new Intense White, introduced in compact pot sizes this season. The soft colour Lavender is also part of the range.
Two iconic varieties
Campanula Addenda® offers two special types:
Ambella® and Adansa®, each with its own character.
Campanula Ambella® (Campanula portenschlagiana)
The Campanula Ambella® is a classic. It stands out for its bulbous and compact flowering with bell-shaped flowers in four beautiful colours: Intense Purple, Lavender, White and Pink. Campanula Ambella® shines even more in a large patio pot or in a bowl on the table.
The Ambella® is grown in 10.5 cm, 12 cm, 14/15 cm, hanging pot and campana pot.
Campanula Adansa® (Campanula poscharskyana)
The Adansa® is a descending grower with spreading tendrils and star-shaped flowers. It is available in three colours: purple, white and pink. Characteristic is the white centre in the core of the flower. Its creeping character makes Adansa® a perfect ground cover that does well in borders. Also in a hanging pot, Adansa® shines like a real ‘star’.
The Adansa® is grown in 12 cm, 14/15 cm.
Ambella®
Grown with care
Addenda® collaborates with several growers who share the same passion. We highlight some of them.
Kuivenhoven Plants, founded in 1916 and based in Poeldijk, the Netherlands, is a leading nursery specialising in a wide range of (garden) plants. Including the Campanula Ambella® in 10.5 cm and the Campanula Adansa® in 15 cm. The company strives to penetrate nature to enrich the environment. With a committed and enterprising team, they produce strong plants based on exclusive genetics.
OK Plant is a modern and ambitious pot plant company in the Netherlands, specialising in highquality orchids and various seasonal products such as Campanula Ambella® in 12 cm. Annually, they produce more than 6 million plants from their locations in Naaldwijk and Maasdijk. Their products are supplied to more than 200 customers throughout
Europe, including garden centres and specialty shops. What makes them unique? The combination with stylish decorative pots, creating an attractive overall experience.
Nursery Marcel Vijverberg, located in Maasland, is a family business with more than 20 years of experience in growing various balcony and patio plants. Their wide range includes the Campanula Ambella® in 23 cm campana pot and in 25 cm hanging pot. The nursery uses the latest techniques, energy-efficient growing methods and biological control to grow plants responsibly.
Thoruplund Nursery: fresh breeze with Campanula Ocean®
Gartneriet Thoruplund, a Danish pioneer in the development of unique plants in 10.5 cm pots, was founded in 1946. Since 1974, Campanula has been one of their core crops. Their own Campanula varieties, sold under the name Ocean®, are known for their
Adansa®
Ambella®
long shelf life, compact growth and winter hardiness. And their colours also stand out. How do they achieve this? By concentrating on certain characteristics. For instance, they carefully distinguish female and male plants. Breeding is done as a crossing. The process, from pollination to the production of the first 100,000 plants, takes three to four years.
A new dimension for Campanula Ocean®
Meet the latest generation of Campanula Ocean®: White Ocean®, Blue Ocean® and Pacific Blue
Ocean®. These innovations stand for sustainable production and environmentally friendly materials. As a Portenschlagiana type, Campanula Ocean® is extremely suitable for the patio and in the open ground. In short, its compact growth, rich bud formation, long shelf life and winter hardiness make these plants a perfect choice.
In addition, the Campanula Double Midnight Ocean® shines in blue and white, with larger double flowers reminiscent of roses. In 2025, these are available from weeks 12-26.
PKM: a legacy of craftsmanship and sustainability
The Danish company PKM, founded in 1948 by Poul and Marie Madsen, combines generations of expertise with an innovative approach. A pioneer in Campanula cultivation, PKM developed popular varieties that come into their own both indoors and outdoors. Such as GET MEE®, a Portenschlagiana type with bell-shaped flowers and available in 5.5 cm and 10.5 cm pots in white and blue. LIKE MEE® is a double-flowered type ok available in white and blue. A third variety, Fancy MEE® has large double-coloured bell-shaped flowers. The latter two are grown in 10.5 cm pots.
The company is strongly committed to sustainability through energy-efficient LED lighting, closed irrigation systems and bee-friendly growing methods. Led by the third generation, PKM remains true to its values of quality and respect for nature.
Like Mee®
Ocean®
A colourful spring welcome
New season : bring spring to life
Spring is here, and that means a fresh start in your garden. This season is all about soft tones that shine: yellow, pink, white and blue. Whether you choose elegant magnolias, fragrant lilacs or cheerful lavender, there are plenty of options to envelop your outdoor space in a spring atmosphere.
Spring plants in yellow, pink , white and blue
Aquilegia- Graceful flowers in a rainbow of pastel shades, ideal for borders.
Brunnera- A fairy-like plant with silver leaves and blue flowers.
Choisya- Radiant yellow-green leaves with fragrant white flowers.
Magnolia Stellata Royal Star - This magnolia sparkles with star-shaped, white flowers.
Tiarella- Soft pink panicles on a playful leaf.
Euphorbia- Yellow to lime green accents that light up your garden.
Tips for a spring garden
Combine flowers in contrasting colours to create a playful effect. For example, choose blue accents next to whitegreen shrubs or add a touch of yellow as a sunny focal point. Don’t forget the scents either: lilacs and choisya provide a lovely spring aroma.
Aquilegia
CHTESU-13A
MAGNMX-17A
WEIGMXT-17A
SAWIGE-21A
VITINU-O45A
CYHYMX-15A
COKOMX-19A
Tiarella Euphorbia
Cornus kousa
Sustainability survey results under the microscope: packaging with impact
The floriculture sector is shifting up a gear towards a sustainable future. To get a more concrete picture of this, we conducted a survey among 253 Dutch and Belgian growers of indoor, outdoor and perennial plants. 135 growers completed the questions. What efforts are they making? What are they running into? In this article, we take a closer look at packaging developments. What are the trends and challenges? What is the situation with recycled plastic, cardboard trays and reducing packaging material? We dive into the results.
Recycled plastic: a strong but changing trend
High use of recycled material
The good news: 87.2 per cent of growers surveyed use recycled plastic in their trays or sleeves. Trays in particular often contain 80 to 100 per cent recycled material and are also mostly recyclable. But there is still room for improvement. Especially with sleeves. Because not all growers use recycled material for these or have recyclable options. Some are still working on switching to sleeves with a higher percentage of recycled plastic, such as 70 per cent.
Knowledge as an obstacle
It is striking that not all companies are fully aware of the composition of their packaging materials. This indicates a need for more information and guidance on how to make packaging more sustainable.
Cardboard trays: opinions are divided
Challenges
53.4 per cent of surveyed growers can supply products in cardboard trays. Why do almost half still not opt for this? The reasons vary: cost, availability or practical limitations of cardboard play a role.
Divided sector
The almost equal split between growers who do and do not use cardboard trays shows that there is room
“ 87.2 per cent of growers who participated in the survey use recycled plastic in their trays or sleeves. An excellent result, but could still be better.”
for growth. Still, the choice between recycled plastic and cardboard remains complex: cardboard is not always the most environmentally friendly option due to water consumption and deforestation.
Less packaging, more impact
Focus on plastic reduction
The less plastic, the better. Many growers are taking the necessary steps. For instance, by delivering plants ‘loose on the trolley’ or using thinner plastic (e.g. from 50 microns to 35 microns). Alternatives such as cardboard and recyclable or recycled materials are also on the rise.
Reuse and innovation
Reuse is key: some companies encourage consumers to return trays to their points of sale for reuse and/or recycling. A few go even further and make the move to multi-use trays like the Europlant tray or Florentino tray. In addition, innovative solutions are being tested (or are already in use), such as vacuum pots requiring less plastic in production and pre-stretched wrapping film . Labelling directly on the pot, without additional sticks, is another smart step to reduce waste.
Customer as driver However, customer and thus market demand is proving crucial. For example, some growers supply plants without trays or sleeves if customers want this.
Conclusion: building a sustainable future together
The survey shows that our industry is fully committed to making packaging more sustainable. Recycled plastic and cardboard are increasingly used, but not without challenges. There is certainly still room for improvement.
Innovation and customer-driven initiatives play an important role in progress. The road to sustainable packaging is a joint effort.
pre-stretched wrapping film
By sharing knowledge, embracing innovations and remaining aware of the impact, our industry can make a major contribution to a more sustainable future.
“ The road to sustainable packaging is a joint effort. By sharing knowledge, embracing innovations and remaining aware of the impact, our industry can make a major contribution to a more sustainable future. ”
A touch of the wild in your home
Some plants bring more than greenery to your interior. They also add a sense of adventure thanks to their striking leaves or flowers reminiscent of animal prints. Think the dots of a leopard, the stripes of a zebra or the subtle markings of a reptile. With plants in animal patterns, you bring the jungle into your home!
Plants with wildlife patterns
Begonia Maculata Wightii - Known for its large leaves with striking dots reminiscent of a trout, hence the nickname Trout Begonia.
Maranta Leuconeura Fascinator Tricolor - Deep red veins and dark green leaves with a pattern resembling a feather.
Scindapsus Pictus - Its heart-shaped leaves with silver speckles give it a snake-like appearance.
Aglaonema Stripes - An elegant leaf with stripes resembling tiger prints.
Calathea Makoyana - Also called the peacock plant, because of its beautiful pattern reminiscent of peacock feathers. Decorative and unique
These plants fit perfectly into a modern or bohemian interior. They combine a natural look with eye-catching details that give your space instant personality. Combine different patterns for a playful look, or choose one statement plant for a subtle wild accent.
