New cut flower assortment HilverdaFlorist

Press release: HilverdaFlorist launches new Gerbera & Cut Flower varieties for 2024

Packed in brand new catalogues

13 SEPTEMBER 2023, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist is proud to share two exciting new catalogues for the year 2024. These editions present the commercial Gerbera assortment as well as a wide range of other Cut Flowers (Limonium, Alstroemeria, Dianthus, Scabiosa, Gypsophila and Helleborus).

The catalogues collectively introduce over 40 new varieties, representing the forefront of product development and innovation. Both catalogues feature a vibrant spectrum of new colours, enhanced key attributes, unexpected versatility, and in-depth insights provided by HilverdaFlorist’s assortment managers, marketing and R&D experts, breeders, and managing directors of subsidiaries.

The Gerbera Catalogue for 2024 offers an overview of both new additions and long-time favourite varieties within Standard, Mini, Pomponi®, Mini Pomponi® and Piccolini®. The Cut Flower Catalogue 2023 beautifully showcases Alstroemeria, Dianthus, Gypsophila, Helleborus, Limonium, and Scabiosa varieties. Discover new specialties and brands now! Both catalogues are available in print and online via

Come & see these new varieties in full bloom

In line with the catalogue launches, the Gerbera and Cut Flower show greenhouses in De Kwakel, Netherlands, burst into a display of flowers, offering a unique opportunity to witness the introductions of the new season in week 45.

From November 7 to 9, HilverdaFlorist will also unveil its latest innovations at the Royal FloraHolland Trade Fair in Aalsmeer. Furthermore, HilverdaFlorist’s subsidiary, Murara Plants in Kenya, will participate in the International Floriculture Trade Fair (IFTF) in Vijfhuizen from November 8 to 10. In the same week, HilverdaFlorist invites visitors to the open days in the show greenhouses at Dwarsweg 15 in De Kwakel.

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

41©FvdS_HilverdaFlorist_300dpi_23 augustus 2021

President Maia Sandu of Moldova visited HilverdaFlorist

On September 5, 2023 President of Moldova, Maia Sandu, visited HilverdaFlorist in De Kwakel during her visit to the Netherlands. HilverdaFlorist focuses on breeding, propagating and supplying of starting materials for a range of both Cut Flowers and Pot and Garden plants worldwide.

The HilverdaFlorist team was proud to show Sandu the innovative company and were delighted to share their enthusiasm for the horticultural industry. Sandu, known for her commitment to the industry, aims to collaborate with Dutch companies to develop the horticulture industry in Moldova.

HilverdaFlorist Commercial Director Bart Sneek and Sales Manager Jan Jorrit Eveleens gave a tour through the facilities and on top of that even named one of the Gerbera introductions ‘Sandu’. While walking through the Gerbera-, Cut Flower and Pot & Garden show greenhouses in full bloom, visions for a flourishing, green future were discussed.

In addition to visiting HilverdaFlorist, President Sandu met with Prime Minister Mark Rutte and Queen Maxima, and she visited the World Horti Center and the University of Wageningen this week. HilverdaFlorist looks forward to a successful trade relationship with growers and other stakeholders in Moldova. Together, we can nurture the growth of this vital industry.

Foto #4

Recap: HilverdaFlorist launched new varieties at FlowerTrials 2023

Like last year, it was another sunny week full of colour and innovation: FlowerTrials 2023 is a wrap! Together with 60 participants, HilverdaFlorist presented its new Pot, Patio & Garden varieties. FlowerTrials one of the highlights of the year where a biggest in-house show is created. In an indoor and outdoor garden setting, the latest genetics were presented to 1,100 visitors.

Pot, Patio & Garden introductions 2024

During FlowerTrials visitors where the first to see the Pot, Patio & Garden introductions in full bloom. Presented in a extraordinary indoor and outdoor setting at the HilverdaFlorist office (De Kwakel, NL), these varieties dazzled industry professionals from all over the world.

One of the absolute eye-catchers during FlowerTrials where the new Salvia Salgoon® varieties. Visitors were welcomed by an overload of friendly pollinators hanging around these great garden performers. Also highly prized was the garden Gerbera Garvinea® Sweet Blaze. This stunning bicolour variety offers strong contrasting colours: a feast for the eyes! Curious to see all introductions showcased at FlowerTrials? Alstroemeria Inticancha® and Summer Paradise® as well as the brand new Optimum Mixes, Helleborus Awesome!® varieties and more! Discover all new varieties here.


Relive FlowerTrials in a 360° tour

Did you miss FlowerTrials or haven’t had enough of the HilverdaFlorist show yet? HilverdaFlorist launched a 360° FlowerTrials tour including highlight videos so you can (re)visit the show and meet the team at any time! Walk through our introductions, indoor garden, colourful pavilion or outdoor nursery and be inspired.

New Pot, Patio & Garden catalogue

Just like all our promotion materials, you are now able to download our Pot, Patio & Garden catalogue for 2024.

HilverdaFlorist_Flowertrails_2023_-104 (1)

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

HilverdaFlorist Pot, Patio & Garden Catalogue 2024 (2)

HilverdaFlorist launches new Pot, Patio & Garden catalogue for 2024

Superior starting materials to stand out from the crowd

30 MAY 2023, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist launches the new Pot, Patio & Garden catalogue packed with exciting novelties. This edition features the commercial assortment in young plants and starting materials for Alstroemeria, Dianthus, Echinacea, Gerbera, Helleborus and Salvia. As breeder and supplier, HilverdaFlorist is at the beginning of the supply chain. To serve the market in the best way possible, HilverdaFlorist strives to develop varieties that are relevant, distinctive and add value to the entire market.

The 2024 Pot, Patio & Garden catalogue is bursting with cheerful colours, enhanced key features, improved genetics, surprising versatility and captivating background stories by HilverdaFlorists’ assortment managers, R&D managers and breeders. “Together with our team, we benefit from more than 110 years of experience that we combine with the innovative opportunities the future holds. This reflects in the way we work and the products we develop”, Bart Sneek – Commercial Director HilverdaFlorist.

New Pot, Patio & Garden varieties

HilverdaFlorist developed new varieties that will make you stand out from the crowd. These high-end, extraordinary varieties will be a valuable addition to your assortment. Inspire customers with bright colours, valuable key features and great diversity. Discover novelties in the Salvia Salgoon® Series, our various Helleborus brands and get to know the newest Gerbera series: Optimum! In here you will find colourful potted Gerbera mixes offering a unique colour palette. Imagine yourself in a colourful summer garden with Alstroemeria Summer Paradise® and Inticancha® introductions in striking colour combinations.

Visit FlowerTrials®

Be one of the first to see the HilverdaFlorist Pot, Patio & Garden introductions in full bloom during FlowerTrials® 2023. Visit the HilverdaFlorist show from June 13 – 16 and get to know the new assortment enhanced with product highlights. Be amazed by the beauty of the extraordinary varieties as they unveil their unique and charming features in a colourful indoor and outdoor show. Our team looks forward to get into detail with you. Register now!

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

EMA Awards Murara Plants Kenya

Murara Plants Ltd wins Renewable Energy Award

Energy Management Awards (EMA) 2023, Nairobi

22 MAY, DE KWAKEL, THE NETHERLANDS – Murara Plants wins an award as best practice in the Renewable Energy (small consumer) category during the 19th Energy Management Awards (EMA) in Nairobi, Kenya. Murara Plants is a subsidiary of HilverdaFlorist for an extensive range of cut flowers, pot plants and garden plants.

The EMA Awards are organised by the Association of Manufactures of Kenya, to recognize companies that have significantly reduces their energy usage by implementing energy-efficient methods and technologies.

The implementation of several energy-saving measures including solar power, the use of modern energy-saving bulbs and employee training on energy management and conservation measures helped Murara Plants reduce energy usage by -42%.

The organization’s exemplary performance in the renewable energy (small consumer) category was clearly demonstrated through the successful audits conducted, placing Murara Plants at the forefront as the best practice.

EMA Awards Murara Plants Kenya 2

Discover more about Murara Plants.

Flowertrails_Hilverdaflorist__-84 (1)

Visit HilverdaFlorist during FlowerTrials® 2023

Exciting novelties are waiting for you…

Visit FlowerTrials® 2023 at HilverdaFlorist and be the first to see our brand new Pot, Patio & Garden assortment in full bloom! Be amazed by the beauty of our extraordinary varieties as they unveil their unique and charming features in a colourful indoor and outdoor show. FlowerTrials® at HilverdaFlorist a perfect blend of show, great conversations, inspiration, awesome plants and exciting novelties.

Immerse yourself in a diverse presentation and get into detail with our team members. If you haven’t already, ensure you register now for easy entry.


Pot, Patio & Garden introductions

With FlowerTrials getting closer and closer, we can’t wait to show you our introductions! We are happy to present you an great diversity of novelties again this year. Our range has been expanded with high-end genetics in, among others, the Salvia Salgoon® Series, various Helleborus brands and Garvinea® Sweet and Cheeky. Loose yourself in a colourful summer garden with the Alstroemeria Summer Paradise® and Inticancha® introductions. Meet our brand new potted Gerbera mixes and much more!

Take some time to absorb this overwhelming sea of flowers while enjoying a snack, drink or lunch in our outdoor garden. We are looking forward to the opportunity to connect with you on a personal level and engage in meaningful conversations over a cup of coffee. Your feedback is immensely valuable to us. We will provide you with updates on the latest developments within our company, share our exciting plans for the future, and introduce you to our team of specialists in breeding, cultivation, sales, and marketing.


We are looking forward to meeting you!

Will we see you there? Add the following details to your calendar:

Location: HilverdaFlorist BV – Dwarsweg 15, 1424 PL De Kwakel, NL
Date: June 13 – 16, 2023

Opening hours HilverdaFlorist
Tuesday – Thursday: 08.00 – 18.00
Friday: 08.00 – 16.00

Use the FlowerTrials® route planner and add HilverdaFlorist to your route!

Would you also like to have a look at our Cut Flower assortment? During FlowerTrials® you are more than welcome to visit our brand new show greenhouses. Contact your Sales Representative to plan a visit.

Plan your meeting

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.

Contact our team
Murara Plants Ltd DOSH Awards 2023

Murara Plants Ltd wins the annual DOSH Awards 2023

“Working together to build a positive Safety and Health Culture, is key to safety performance in the workplace”

8 MAY, DE KWAKEL, THE NETHERLANDS – Murara Plants, subsidiary of HilverdaFlorist, won the annual DOSH Awards in the Agricultural sector in Kenya. The DOSH Awards is an annual event organised by the Ministry of Labour under the Directorate of Occupational Health and Safety.

This year’s theme was ‘A safe and healthy working environment is a fundamental principle and right at work’. In order to embrace a future of work that prioritizes human needs and adapts to the constantly evolving world, it is imperative to recognize that occupational safety and health (OSH) can no longer be viewed as an optional extra.

About Murara Plants Ltd

Located in Kericho in the highlands to the west of the Kenya’s Great Rift Valley at an altitude of approximately 2,100 meters above the sea level, Murara Plants Kenya is situated against the edge of The Mau Forest and surrounded by tea plantations.

Worker’s welfare and Corporate Social Responsibility/Community Projects are highly valued at Murara Plants. These include, among others:

  • Periodic trainings for staff (on policies, Safety and Health procedures, hygiene, HIV/AIDS and wellness, Covid-19, and financial management, among others).
  • Provision of housing, individual kitchen gardens to promote growing vegetables and sufficient supply of clean water free of charge.
  • The provision of a well-equipped integrated crèche facility where employees’ kids are taken care of between the age of 6 months to 3 years.
  • A Nursery school at the proximity of the workplace with a serene environment where employees kids between the ages of 4 – 5 are schooled for pre-establishment before proceeding to primary school.


Read more about Murara Plants Ltd’s values at

HilverdaFlorist launches digital knowledge base (1)

HilverdaFlorist launches digital knowledge base

Sharing expertise to stand stronger together

14 APRIL 2023, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist now offers a digital knowledge base, aimed at providing a wealth of information and expertise to the entire market. The knowledge base, which is accessible via the HilverdaFlorist website, is a comprehensive resource for anyone interested in the horticultural industry.

The knowledge base covers a wide range of topics, including cultural research, product information, the HilverdaFlorist team, industry trends, sustainability, innovation, and more. Launching this source of information is in line with the commitment to providing the best possible support and service to customers, partners and other stakeholders within the industry.

By making this content easily accessible, HilverdaFlorist strives to empower them with both inspiring and informative articles. It is expected to be a valuable resource for growers, florists, and other industry professionals, as well as for anyone interested in learning more about the world of flowers and plants.

From now on, various articles will be added to the knowledge base to keep expanding it. Visit the knowledge base here and stay tuned for flourishing content!

Are you looking for specific information about our assortment or other topics within the knowledge base? Please contact

HilverdaFlorist CAST 2023

Recap: California Spring Trials 2023

From March 29 to April 1st, the HilverdaFlorist team was present at the American Takii location during CAST 2023. The USA team of HilverdaFlorist had a great time presenting the brand new Pot, Patio & Garden varieties to all our visitors. Here’s a look back at a great week.

During CAST we presented our newest genetics in, among others, Garvinea® SweetPatio GerberaEchinacea MOOODZ®Alstroemeria InticanchaAlstroemeria Summer Paradise® and Dianthus Flow®. If you weren’t able to visit our showing, or just in case you want to experience this all again be sure to check out our video presentation by Mazanne & Stef:

CAST Recap video HilverdaFlorist

CAST Highlight: Gerbera Garvinea® Sweet Joy 

Garvinea® is the only true Garden Gerbera! With great weather tolerance, Garvinea® provides lots of happy colors from early spring until the first frost. Gerbera Garvinea® Sweet Joy is our brand-new variety in this series. With its bright yellow flowers, Sweet Joy definitely brings joy to any garden and delivers great performance.

HilverdaFlorist - Garvinea - Sweet Joy 01

CAST Highlight: Echinacea MOOODZ® Imagination

Echinacea MOOODZ® is the fastest Echinacea from tissue culture on the market. The MOOODZ® Series consists of a wide range of colors that complement each other. Combine these Echinacea in a garden or in a large patio planter. New to this series is Imagination with stunning pink brilliant magenta flowers.

Echinacea MOOODZ® Imagination

New: USA brochures 2024

During CAST our new Pot, Patio & Garden brochures for 2024 were released! These brand-new documents are packed with our assortment and cultural guidelines for all of our series. Head over to our Downloads page now and get one yourself.

Upcoming USA events

Our team is always looking forward to meeting you in our travels around the world. Annually we participate in many shows and events. Next up for the USA is Cultivate (Ohio) from July 15 – 18. Visit our booth 3531 and learn everything about our Pot, Patio and Garden varieties that will surely suit you and your market best. Be inspired by, among others, Echineacea MOOODZ®, Gerbera Garvinea®, Patio Gerbera and various Alstroemeria series.

Check out all our events worldwide:

Kom in de Kas HilverdaFlorist

Visit HilverdaFlorist during Kom in de Kas on the 1st of April!

Always wanted to take a look behind the scenes in the horticultural world? During Kom in de Kas on Saturday 1 April 2023, various businesses in (the surroundings of) Aalsmeer will open their doors! Visit HilverdaFlorist and discover all about the breeding of new flower and plant varieties and the production of young plant materials. After all, these are the first steps of your bouquet of flowers or colourful garden!

Discover the latest technologies

From a new production location packed with innovative technologies, HilverdaFlorist develops high-quality young plant materials that are supplied to growers worldwide. Cuttings and seeds, for example. During Kom in de Kas we will tell you all about the cultivation of our young plants, sorting, robotics we use for this and the breeding of new flower and plant varieties.

Flowers and plants are developed from a strong drive and focus on innovation. The HilverdaFlorist team in the Netherlands consists of around 150 employees spread over 6.5 hectares. During Kom in de Kas, the new location of 2.2 hectares will be open to the public.

Buy a plant and support educational projects of the HilverdaFoundation

We are happy to introduce you to the HilverdaFoundation during ‘Kom in de Kas’! The HilverdaFoundation was founded in 2009, in honour of the 100th anniversary of the Royal Hilverda Group. This foundation wants to contribute to the countries in which the group has established its business. Since its establishment, the HilverdaFoundation has entered into several collaborations with local foundations in Kenya and Colombia. Currently, the Foundation is additionally engaged in projects in the Netherlands and India.

All the projects we support to make education possible for underprivileged children who do not (or no longer) have access to (adequate) schooling due to their living conditions. With an appropriate education, they can later not only take good care of themselves but also offer support and help to their loved ones. During ‘Kom in de Kas’ we sell plants, the revenues of which go to the HilverdaFoundation.

Assortment of HilverdaFlorist

HilverdaFlorist’s product range includes cut flowers in Alstroemeria, Dianthus, Gerbera, Gypsophila, Helleborus, Limonium and Scabiosa. In terms of pot and garden plants, HilverdaFlorist focuses on Alstroemeria, Dianthus, Echinacea, Gerbera, Helleborus and Salvia. A feast for the eyes and insects such as butterflies and bees!

We warmly invite you to take a look at our production location on the Achterweg nr. 62 in De Kwakel. Discover the latest technology, learn all about the development of new flower and plant varieties and get inspired by the colourful assortment. Also visit other participating companies: Zuurbier & Co International, Ubink Cactus & Succulent, Van Klaveren Plant, Hartog Palmen & Olij Trading BV.

HilverdaFlorist productie jong plantmateriaal