In this article, we take you along in a conversation with Gerard Rodewijk of Rodewijk Flowers about his experiences with growing cut hellebore Magnificent Bells™. Due to the premature sale of his greenhouse, Gerard is forced to stop this cultivation. As a result, not only a significant volume disappears from the market, but space is also created for other growers. Gerard openly shares his experiences, practical insights, and his view on the opportunities that are now emerging.
From roses to Magnificent Bells™
Four years ago, Gerard Rodewijk of Rodewijk Flowers was still growing roses. Due to sharply rising and volatile gas prices, this became increasingly less attractive. “With high gas prices, you ultimately don’t earn anything anymore,” he explains. Gerard therefore started looking for an alternative: a crop suitable for cold cultivation, making him less dependent on energy. That search led him to cut hellebore Magnificent Bells™.
What started as a trial on a quarter of the greenhouse quickly grew into a serious cultivation. At the nursery in Valkenburg, Gerard now grows 25,000 m² (2.5 hectares) of Magnificent Bells™, accounting for approximately 40% market share in the Netherlands. Now that he is forced to stop earlier than planned due to area redevelopment, Gerard believes a literal and figurative gap is emerging in the market.
A reliable product with year-round sales
For Gerard, the strength of Magnificent Bells™ lies in the combination of year-round flowering, good vase life, and reliability in sales. “It’s simply a very pleasant flower to work with. The vase life is good, and you are active all year round.” Especially in times of high energy prices, this is a major advantage. Cold cultivation is relatively energy-efficient, reducing dependence on gas and other costly inputs.
Gerard does not grow for supermarkets, but mainly for the specialist trade. A large share is exported to the United States, with additional demand within Europe. The product is widely used in floral designs and arrangements and fits well with professional applications. Rodewijk Flowers is continuously present at the auction clock, resulting in stable sales and good prices. Gerard even notices that buyers are concerned about the loss of 2.5 hectares of Magnificent Bells™ from the market.
“On average, we are well above the clock price. As long as you deliver a good product, buyers are very happy with that.”
Important to mention is that the product requires very little embellishment. No fancy sleeves or elaborate storytelling. Just a sticker on the sleeve and it’s ready. “The product sells itself.”
Cultivation: keeping the crop healthy and staying ahead
In cultivation, the focus is primarily on keeping the crop healthy rather than correcting issues afterward. Water management plays a crucial role. Magnificent Bells™ can be sensitive to soil-borne fungi, making a healthy base essential. “Watering is really very important. You have to ensure the crop stays healthy, because correcting afterward often works less well.” Gerard also emphasizes the importance of regular scouting. Since you don’t walk every aisle every week, staying alert and picking up signals early is key.
He experiences the cultivation planning as clear and logical. Planting takes place in January, February, and March. The first harvest follows around June, after which cutting continues gradually as long as the crop remains in balance. The crop builds up and then keeps producing, allowing for stable output with the right rhythm.
Labour and harvesting: continuity instead of peaks
Magnificent Bells™ also offers advantages in terms of labour. Gerard estimates the labour requirement at an average of 0.9 hours per m² per year. “Compared to roses, the labour demand is much lower.” Instead of short, intense peak periods, work is spread evenly throughout the year with a fixed team. During busy periods, capacity is temporarily scaled up, but extreme peaks are avoided.
Harvesting starts around June and continues smoothly. Toward Christmas, Gerard aims to harvest as much as possible, as prices are generally highest during that period. Harvesting then continues until Valentine’s Day. After that, the crop requires extra attention. With the onset of spring, growth can suddenly accelerate. “Then it really takes off. That’s the moment when you have to stay on top of it.”
An important lesson for new growers is the importance of consistency. If plants are left too full and then cut back all at once, they respond negatively. Regular harvesting and keeping the plant in balance is essential. “If you let it build up and then cut everything at once, the plants don’t like that.”
Stopping due to circumstances, not the crop
Despite his enthusiasm, Gerard is not stopping because of the crop itself, but due to external circumstances. The area in which his business is located is being redeveloped, forcing him to leave earlier than planned. This is particularly painful as significant investments had just been made and the transition to hellebore was fully underway.
“We had just set everything up for cut hellebore. That makes it extra bitter.”
According to Gerard, Magnificent Bells™ is especially suitable for growers who have a feel for cultivation, understand plant behaviour, and consciously choose quality and continuity. “If you deliver a high-quality product and are always present in the market, this is truly a very beautiful product.”
With the loss of 2.5 hectares of Magnificent Bells™ at Rodewijk Flowers, Gerard sees a clear gap emerging in the market. That is unfortunate for the product, but at the same time an opportunity for growers looking to step in. Especially for companies with year-round staff, this crop can be a strong addition: energy-efficient, continuous work, and a product with proven market demand.
Finally, Gerard emphasizes that he is open to fellow growers who are interested in the crop. Interested parties are welcome to come and take a look; he is happy to share his experiences and knowledge. “It would be a shame to see this crop take a hit.”
“It is an energy-efficient crop that you can grow year-round. If you focus on quality and are always present in the market, Magnificent Bells™ sells itself.”
— Gerard van Rodewijk, Rodewijk Flowers
Helleborus Magnificent Bells™ is a product of HilverdaFlorist. Growers that are interested in learning more about the possibilities can contact Co Overduin at +31 6 53963381 or c.overduin@hilverdaflorist.com.
Rodewijk Flowers is a family-owned company with a long history in floriculture. Operating from locations in Valkenburg and Roelofarendsveen, the company is known for its focus on quality, craftsmanship, and sustainable cultivation of roses, edible roses, hydrangeas, and hellebore. Rodewijkflowers.nl.
