HilverdaFlorist Novelty Days 2022

Week 45 recap: Novelty Days, Trade Fair Aalsmeer & IFTF 2022

HilverdaFlorist looks back on a great week being present on no less than three horticultural events. After months of preparations our team could not wait to meet industry colleagues from all over the world again, to show them exciting novelties in cut flowers. During this week the first edition of Novelty Days took place at HilverdaFlorist (De Kwakel, the Netherlands). Besides this in-house fair, the Trade Fair Aalsmeer and IFTF Vijfhuizen were part of the promising programme.

Novelty Days by HilverdaFlorist

A colourful presentation full of inspiring novelties was created at the in-house fair of HilverdaFlorist from November 7-11. After announcing the release of two new catalogues this year, featuring the commercial assortment of Gerberas and all other Cut Flowers for 2023, the new varieties were presented during this show.

Visitors were informed by HilverdaFlorist’s sales team and assortment managers about the new colour additions, enhanced key features, surprising versatility and more background information. Besides being inspired by amazing colour presentations, the show greenhouse was open for exploration.

HilverdaFlorist Novelty Days 2022

Like a museum: Trade Fair Aalsmeer

At the Trade Fair Aalsmeer HilverdaFlorist set up a uniquely styled setting with exclusive pieces of art, made of cut flower novelties and highlights. Visitors were inspired by the stylish presentation of Alstroemeria, Dianthus, Gerbera, Gypsophila, Helleborus, Limonium and Scabiosa varieties.

HilverdaFlorist Trade fair 2022

HilverdaFlorist Colombia & Murara Plants at IFTF Vijfhuizen

Present at the IFTF Vijfhuizen were HilverdaFlorist Colombia and Murara Plants from Kenya. Together with colleagues from HilverdaFlorist they presented various introductions and highlights from the cut flower assortment as well.

The team of HilverdaFlorist is looking forward to meeting you again. Discover our event calendar and contact our sales representatives to plan a visit.

HilverdaFlorist IFTF 2022

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 Novelty Days

Press release: HilverdaFlorist opens new future-proof production facility

Focus on innovation and partnership at the Future is HERE event

26 SEPTEMBER 2022, DE KWAKEL, THE NETHERLANDS – Together with colleagues, partners and clients, HilverdaFlorist officially opened its new production location at Achterweg 62 in De Kwakel with the Future is HERE event on Thursday 22 September. During the diverse afternoon programme, which included a speech by Arthur Koekkoek (Director Operations, R&D and Supply Chain) and guided site tours, visitors where informed about the new greenhouse facilities.

The future-proof production location of an additional 3 hectares, features the latest techniques in smart growing, with a clear focus on durability, efficiency, hygiene and energy reduction. Young plants are processed in the fully automated location. After planting them, they are mechanically transported to the greenhouse with the Automated 2D shuttle system. A promising step towards efficient production. With this new production location, HilverdaFlorist is ready for the future and able to respond better to the changing market conditions and customer demand.

Official opening
After a period of design and realisation, the new production location was officially opened by councillor Jan Hazen of Uithoorn and Arthur Koekkoek. A large turnout of colleagues and invitees witnessed the spectacular opening. Arthur Koekkoek: “The future is built by our expectations and possibilities to take on challenges. In times like these, with lots of uncertainties it is important to keep in touch. In addition to our individual responsibilities, we should look at how we can make each other stronger by working together. The choice to get together today was therefore quickly made. We, as HilverdaFlorist, with our new buildings and strong partnerships, are confident to be successful. The “Future is HERE” also refers to your presence. To have all our colleagues, clients, partners and suppliers gathered together, especially now, we can proudly say: The Future is HERE!”


Building the future together
Various partners who contributed to the realisation of the facility were present during the afternoon to inform visitors about their business activities. From innovative lighting products by Dutch Lightning Innovations to crop protection solutions by Koppert. Also present were Bosman van Zaal, Robur, Maangroup, Klasmann, Stolze, Royal Brinkman and the Hilverda Foundation. During a “Meet & Greet” session, the visitors had the chance to catch up with colleagues from the sector over a drink and a snack.

The next occasion to visit HilverdaFlorist is during their Novelty Days in week 45. From 7 to 11 November HilverdaFlorist showcases its cut flower novelties at their location at Dwarsweg 15 in De Kwakel. In the same week the company presents at the Trade Fair Aalsmeer and subsidiaries HilverdaFlorist Colombia and Murara Plants (Kenya) will take part in the International Floriculture Trade Fair (IFTF) in Vijfhuizen.


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, please visit www.hilverdaflorist.com.

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Press release: HilverdaFlorist launches new catalogues

HilverdaFlorist launches new catalogues 2023

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.


Join us for FlowerTrials 2022 at HilverdaFlorist

Join us for FlowerTrials® at Hilverda Florist

The ultimate combination of show, great conversations, inspiration, awesome plants and exciting novelties, that’s FlowerTrials® at HilverdaFlorist in a nutshell! Seize your opportunity to see a vast majority of our high-end product range in full bloom. Our stunning Pot, Patio & Garden varieties will show their unique and interesting features in indoor and outdoor presentations. Get inspired and get into detail with our team members. Not signed up or scheduled an appointment yet? Make sure to do so, for easy entry and plenty of time from our team members.

Discover what’s new in our leading lines

This year, we proudly present arousing novelties in almost all of our product groups. Wandering through our outdoor show gardens, you get to enjoy an overload of colours and scents from our Alstroemeria Summer Paradise and Salvia Salgoon series. The terrace and patio will be adorned with radiant Garvineas®, Patio Gerberas and large containers of Dianthus Beauties. Entering the show greenhouse, you’ll run into a comprehensive overview of our novelties and most of our varieties. Among them, our potted Gerbera series of FloriLines and Sundayz side by side with the Royal series we recently acquired from Takii.

Feeling a bit overwhelmed by all those blooms? With us you are at the right spot for a drink, a snack or even lunch in a relaxed setting. Our team is looking forward to connect with you again personally and get your valuable feedback over a cup of coffee. We like to inform you about the latest developments within our company, our plans for the future and to introduce you to our specialists in breeding, cultivation, sales and marketing.


See you there!

This year we’ll be hosting FlowerTrials® at our renewed location in De Kwakel (NL). Expect blooming trial gardens, colourful outdoor and indoor displays and extensive product presentations, all at one stop.

Location: HilverdaFlorist • Dwarsweg 15, 1424 PL De Kwakel – The Netherlands
When: June 14 to 17, 2022
Tue, Wed, Thur: 08:00 – 18:00
Friday: 08:00 – 16:00

Navigate to our location

Are Cut Flowers your main interest? You have the opportunity to see a large part of our cut flower assortment at our location at the Mijnsherenweg. We will have a shuttle service between our two locations.



Preregister your visit on the FlowerTrials® website for easy entry to all participating locations.
Plan ahead and schedule a get-together with one of our team members. That way your contact at HilverdaFlorist can make sure there will be plenty of time to meet with you personally. Not able to make it over here? Arrange a virtual tour to be guided through the show by a live video connection.
Plan a meeting with one of our team members

HilverdaFlorist acquires Royal series from Takii

HilverdaFlorist acquires Royal series from Takii

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.

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Connect & Create November Show

Connect & Create

In the first week of November we will open our doors for the Connect & Create event. You are welcome to visit our show at the Dwarsweg 15 (De Kwakel, The Netherlands), and see the latest introductions in our Cut Flower portfolio. Our gerbera show greenhouse is also in full flower, so another reason to visit us!

Practical Information

Date: November 1th – 5th, from 09:00 – 17:00.
Location: Dwarsweg 15, De Kwakel.
Claim your time: Send an email to event@hilverdaflorist.com or contact your sales representative.
Follow us online: www.hilverdaflorist.com or @hilverdaflorist.com.

Especially for everyone who is unable to travel we are connecting online. Would you like a personalized digital tour for your team or yourself? Let us know, and we will take you virtually through our presentation and greenhouse, so we can discuss how we can strengthen your assortment with our latest Cut Flower introductions.

Register my visit

Claim your time for your visit to the Connect & Create show. If you cannot come to the show, you can plan your online visit with one of our sales representatives.

Plan my (online) visit
Gerbera greenhouse HilverdaFlorist NL

Change commercial representation

Change commercial representation HilverdaFlorist in Colombia

As per January 1st 2022, the full cut flower assortment of HilverdaFlorist in Colombia will be represented by HilverdaFlorist Colombia. Up to this date the gerbera assortment has been represented by Ball Colombia. After this transition, the entire cut flower assortment will be produced and commercialized by HilverdaFlorist Colombia.

This decision was taken in order to centralize the sales and production of the HilverdaFlorist cut flower portfolio at their location in Colombia. HilverdaFlorist Colombia will offer their full range of cut flowers: Carnation (Standard and Spray carnation), SPARKZ (Solomio, Raffine, Breanthus, Star, Parzival), Alstroemeria (Traditional and Florinca), Gerbera (Standard, Mini, Pomponi, Piccolini and FireworX), Limonium (Statice, Sinensis, Perennial), Scabiosa, Gypsophila and Helleborus; from their farm located in the municipality of El Rosal, Cundinamarca, Colombia.

HilverdaFlorist expresses their gratitude to Ball Colombia for its excellent commercial representation during the past years and for their support provided in this transition. All the production and commercial processes will be transferred from Ball Colombia to HilverdaFlorist Colombia as per January 1st, 2022, as well as the showroom. HilverdaFlorist looks forward to continue working with their customers in this new phase.

For any further information or questions please contact:

Alexander Cardona Osorio, Commercial Director HilverdaFlorist Colombia
E alexcardona@hilverdaflorist.co T +57 310 278 4558

HilverdaFlorist Colombia Team s

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.


Murara Plants Kenya

launches new website

Murara Plants Kenya launches new website

Murara Plants Kenya is a propagator and supplier of high-quality young plant material of cut flowers, pot, patio and garden plants suitable for every climate. We will officially launch our website on the 28th of August 2021 as www.muraraplants.com and @MuraraPlants on Social Media.

In partnership with renown Netherlands based breeder and young plant producer HilverdaFlorist, Murara Plants Kenya launches its own website and social media platforms to be more accessible and connected with their customers and trade companies based in Africa.

Eric Bouman, Managing Director, explains: ‘the launch of our new website is the next step in the professionalization of our company. We are very proud that we now have our own platform to connect with our customers and to share our company details, complete assortment, news and event information. Via our Social Media channels, we can also easily inform our customers about new products and share details on events and other relevant company news’.

At Murara Plants, we employ globally recognized and eco-friendly standards to produce our plant material. We specialize in various varieties of Alstroemeria, Limonium, Gypsophilla, Scabiosa, Helleborus, Gerberas, and Dianthus. Available as cut flowers, pot, patio, and garden plant ranges.

Smartmockup Website Murara

Murara Plants Kenya

Murara Plants Kenya is the young plant supplier of an extensive range of cut flowers, pot & garden plants. Murara Plants is the specialist propagator to sell and distribute the complete assortment of HilverdaFlorist products in Africa.

HilverdaFlorist Salvia Salgoon

HilverdaFlorist North America

Florist North America changes name

Florist North America changes name to HilverdaFlorist North America

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.’


24 unique introductions

in online magazine

24 unique introductions in exclusive online magazine

We’re proud to present our first online magazine packed with exclusive information, photography and videos of our new pot, patio and garden introductions. As you can expect from us our introductions are cutting-edge genetics and premium varieties for the grower, wholesale, retail and consumer.

Don’t take our word for it, go see for yourself!


HilverdaFlorist online magazine garden plants