As a category manager, you know how quickly things can go wrong. Flowers that fade too early. A batch you have to write off because the shelf life of the varieties is disappointing. And at the end of the month, KPIs that don’t add up – making it clear that next time, you’re better off choosing a partner who truly understands how to create varieties you can rely on.
This has everything to do with shelf life: the longevity of potted plants or cut flowers. Shelf life cannot be solved by better storage or faster logistics alone. At HilverdaFlorist, we know it starts much earlier – with the genetics of the plant itself. Martin Beers, Director of R&D at HilverdaFlorist, explains how this works and why it makes a real difference for you as a buyer.
Martin has been working at HilverdaFlorist for 17 years. He started among the breeders, spent many years involved in crops and evaluations, and is now Director of Research & Development, responsible for the entire breeding and research department.
He knows the crops inside out and understands exactly where the risks lie. “My role has always been to make sure breeders can do what they need to do – the right tools, the right focus, the right goals.” Today, he operates at a strategic level, but has never lost touch with the substance. That allows him to guide anyone, step by step, through the world of breeding.
On average, the breeding process takes four to six years – because quality simply takes time. Each year, the focus within the process shifts:
Only then can you be sure whether a variety is ready for the market. The real strength lies in something you don’t build overnight: a large and diverse plant collection combined with decades of knowledge about how plants behave. “When breeders make a cross, they want to be able to estimate what to expect from the offspring,” Martin explains. “That’s knowledge you build up over decades.”
A common misconception is that vase life starts when flowers reach the consumer’s home. That view is far too limited. When you aim to maximise shelf life, the vase life discussion actually starts much earlier.
Once a flower is harvested, its post-harvest life begins: packaging, transport, wholesalers, cold storage, the retail shelf – and only then the vase. Every link in that chain matters. And any link where quality is lost will show up in your waste figures. “A flower needs to withstand the entire journey from harvest to consumer. Only then does the vase life truly begin.”
That resilience starts with genetics. Parent plants with poor shelf life are used less, or their offspring are tested far more rigorously. Shelf life is either genetically present from the start – or it isn’t.
Each crop has its own character and vulnerabilities. Knowing where the risks lie per crop allows you to make more informed purchasing decisions and avoid unpleasant surprises after buying. A few examples:
1. Gerbera
Gerberas release sugars into the water, creating a breeding ground for bacteria. These bacteria clog the stem, preventing water uptake and causing the flower to collapse. Some gerbera varieties are far more sensitive to this than others – and that is exactly what we select for. Our standard: at least 14 days of vase life.
2. Carnation
The carnation is naturally one of the most durable cut flowers. Its main vulnerability is ethylene sensitivity. Ethylene is a hormone that accelerates ageing and builds up in packaging during transport – similar to how bananas accelerate ripening of other fruit. Where logistical delays are unavoidable, this can make the difference between a carnation arriving in top condition or already past its prime. That’s why every carnation variety undergoes an extensive transport simulation. Standard: at least 10 days of vase life after simulation.
3. Alstroemeria
This crop is sold in bud, and those buds almost always open well – a reliable sales point. The main concern is leaf yellowing: the later this occurs, the longer the product looks good on the shelf and the less waste you generate.
The primary evaluator remains the human eye. For carnation, flowers are first visually assessed for ethylene damage after cold storage simulation, then placed in a vase as a consumer would do. For gerbera, there are fixed evaluation moments, for example every two days.
Our varieties are tested under different seasonal conditions, because challenges often arise outside the summer season. With plenty of light, plants naturally produce strong flowers. Winter is the real test: lower light levels and more challenging growth conditions. That’s why year-round crops are tested separately in summer and winter. A variety that only performs well in summer gives you no control over year-round planning.
We also look ahead. Camera technology and AI algorithms are being explored as complements to human evaluation. “You start seeing relationships that the human eye wouldn’t detect so quickly,” Martin says. “You can analyse much larger datasets, which is incredibly valuable.” In addition, we increasingly examine plant genotypes: is a specific gene present that causes ethylene sensitivity? This makes selection more precise and predictable. Technology sharpens the process – but final responsibility always remains with people.
From experience, we know that fully optimising for shelf life doesn’t always produce the most commercially attractive variety. Growers are paid per stem. The more stems a plant produces, the more attractive it becomes economically. Varieties with high productivity can sometimes be slightly less robust than those selected purely for quality. As Martin puts it: “Varieties that grow too slowly or produce too few flowers simply don’t add up economically anymore. That’s the reality.”
So we aim for varieties that combine high productivity, visual appeal and the quality standards the supply chain requires. Because a variety that looks great but doesn’t withstand transport and storage will result in higher losses and lower margins than anticipated.
A resilient plant is almost always a durable plant. That link is no coincidence. We actively breed varieties with genetic resistance to diseases and pests. Varieties that rely less on chemical inputs are also more stable in the supply chain: they retain quality if transport is delayed or cold storage is fuller than planned. This directly translates into less waste, greater consistency and better predictability in your assortment.
Robust varieties are not only better for the environment – they’re also better for your margin. And shelf life never improves automatically. Martin is clear about this: once selection pressure on shelf life is reduced, quality declines just as quickly as it was built up. “That’s exactly why we pay continuous attention to it, in every phase of the breeding process.”
You don’t need to reinvent the wheel. We test extensively, run pre-commercial trials with growers and gather real-world feedback before any variety is launched. That gives you confidence that what you purchase will truly perform – on the shelf and in consumers’ homes.
At HilverdaFlorist, we don’t just breed flowers and plants. We build varieties that strengthen the entire supply chain – from first cross to satisfied consumer, variety by variety, year after year. That is the promise we make to our customers and partners. Curious which choices best fit your specific situation? Our team is happy to think along with you about your assortment and purchasing decisions.
