Scabiosa Virtuoso® Saura, developed by breeding company HilverdaFlorist, is now available at grower Marginpar. After signing an exclusive licensing agreement for the production in Africa in July last year, the first flowers will soon be harvested from Marginpar’s fields in Kenya. From this moment on, the colourful masterpiece Saura will be available to florists year-round.

Marginpar is constantly looking for exceptional flowers to make a difference. By collaborating with various breeders, the company offers the most complete range possible for florists. After careful selection, Saura, bred by HilverdaFlorist is one of the latest additions to the range.

Propagation and production of young planting material for this variety is done by Murara Plants Kenya, subsidiary of HilverdaFlorist. Murara Plants is a leading specialist in the African market for cut flowers as well as potted and garden plants. “We are extremely proud and grateful for this partnership and look forward to making it flourish even more in the future,” says Eric Bouman, Managing Director Murara Plants Kenya.

About Scabiosa Virtuoso^®

Saura is part of the recently rebranded Virtuoso® Series. “Each flower is a living masterpiece, named after a famous artist.” This variety is a long-lasting, fascinating flower that adds exactly the desired depth and texture you’re looking for. They gradually open until they reach their full size. Its name is in honour of Antonio Saura, a Spanish painter. Fittingly, he was known for his colourful work, full of texture, and often abstract.

HilverdaFlorist & Marginpar

Marginpar and HilverdaFlorist have a long-standing relationship, with several HilverdaFlorist varieties already part of the Marginpar range. This collaboration, originally started with the Limonium Diamond series, is now further strengthened with the addition of Scabiosa Virtuosa® Saura. Both parties look forward to continuing this thriving collaboration.

HilverdaFlorist looks back on a successful and thriving week at the California Spring Trials 2024. During this week, the latest genetics for the North American market were presented. Also, a selection of new branding concepts were shown to the market.

During CAST we presented our newest genetics in, among others, Gerbera Garvinea®, Alstroemeria Inticancha®, Alstroemeria Summer Paradise® and Salvia Salgoon®. Haven’t you visited our show, or do you want to experience this all over again? Make sure to check out our video presentation by Mazanne & Stef:

NEW USA brochures

During CAST our new Pot, Patio & Garden brochures were released! In here you’ll find our assortment and cultural guidelines. Head over to our Downloads page now and get one yourself.

Get started with our newest branding concepts!
At CAST we lauched new branding concepts for Garden Gerbera Garvinea®, Salvia Salgoon® and Alstroemeria Inticancha®. Designs for pots, labels, bench cards and much more are ready to use! Contact marketing@hilverdaflorist.com for more information & support.

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 13 – 16. Visit our booth 2813 and learn everything about our Pot, Patio and Garden varieties that will surely suit you and your market best.

13 MARCH 2024, DE KWAKEL, THE NETHERLANDS – After years of close cooperation for the production of unrooted cuttings for the HilverdaFlorist Dianthus pot series, HilverdaFlorist and Dümmen Orange are ending their licensing agreement. This collaboration has been a main driver in the production and sales of unrooted cuttings for potted Dianthus, including the Sunflor®, Beauties®, Olivia, Odessa® and Kahori Series, for the North American market.

Due to strategic considerations, both companies have decided to discontinue the exclusive licensing agreement, effective February 1st, 2025. HilverdaFlorist and Dümmen Orange will ensure the availability of the mentioned series until the specified date.

“Starting February 1st, 2025, the complete potted Dianthus range will be exclusively available at Aris-Green Leaf Plants, marking the commencement of our new licensing agreement for the North American market”, says Sjaak Sijm, Commercial Team Lead HilverdaFlorist. Aris-Green Leaf Plants (Lancaster, Pennsylvania) is already a trusted source with HilverdaFlorist for the production of the Dianthus Flow® series. Aris-Green Leaf Plants will be offering both unrooted and rooted liners through all the North American broker networks from their Pennsylvania facility.

4 MARCH 2024, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist, breeder of the one and only garden gerbera series “Garvinea^®”, has given its product range a refreshing new look and presents it on a newly launched website. The online experience is here to teach consumers all about these unique garden plants and inspires gardeners to get creative with the colourful daisy flowers.

New Garvinea^® branding

After a long history, which includes the discovery of the Gerbera in South Africa in 1737, Florist Holland started a breeding program for Garvinea^® exactly 25 years ago. This program involved extensive selection criteria aimed at marketing a sustainable product with optimal performance for both growers and consumers. Garvinea^® is now entering a new phase. Packaged in a cheerful and attractive branding concept, Garvinea^® is ready to provide consumers with a unique experience.

The new Garvinea^® look can be recognised by the playful, black and white garden illustrations. On the new website, visitors imagine themselves in a digital garden full of Garvinea^®, with care tips and inspiration. “With the launch of this website and branding concept, we want to provide gardeners worldwide with even more knowledge about what makes Garvinea® unique in the market. This is something that these series, with among other things their impressive flowering period and great natural resistance, certainly deserve”, says Denise van Kampen – Marketing Manager at HilverdaFlorist.

Growers can now benefit from the new Garvinea^® concept in promoting their Garvinea^® assortment. HilverdaFlorist looks forward to continuing the story of Garvinea^® together with ready-to-use designs. As a grower or retailer, you can benefit from this unique concept as of today. HilverdaFlorist’s marketing team (marketing@hilverdaflorist.com) is at your service, to support and provide you with the tools, guidance and support you need.

Garvinea^® in a nutshell

Garvinea^® is already settled in the worldwide market for garden plants. Besides the well-known daisy flowers from the Garvinea^® Sweet Series, large double flowers can be found in the Garvinea^® Majestic Series and smaller flowers in the Cheeky Series. All three are known for their impressive flowering period from early spring until the first frost, making them a true gem for the market. Each plant produces up to 100 flowers per year. Perfect for handpicked flowers from the garden!

The flowers of Garvinea^® are real pollinator magnets! Butterflies and bees will love them and make their contribution to the ecosystem. Organic gardening becomes easy, because Garvinea® has high resistance to pests and diseases.  “It’s natural resistance, suitability for cold and biological cultivation makes Garvinea^® a relatively sustainable choice”, says Jan Jorrit Eveleens – Assortment Manager Garvinea^® at HilverdaFlorist.

Visit the California Spring Trials (USA) & FlowerTrials (NL)

Check out the new Garvinea® concept and discuss the possibilities for you with the HilverdaFlorist team during your visit to CAST (March 20 – 23, Salinas, California) or/and the FlowerTrials (June 11 – 14, De Kwakel, The Netherlands).

Visit www.garvinea.com
Follow Garvinea® on Instagram & Facebook

Contact marketing@hilverdaflorist.com for more information or questions.

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.

30 JANUARY 2024, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist is looking back on a successful week at the IPM Essen 2024. At this event, HilverdaFlorist presented a diverse and vibrant range of both the Pot, Patio & Garden and Cut Flower assortment. Also, the recently presented tagline “Create. Share. Flourish.” blasted on the walls, as a basis for inspiring conversations.

New Pot, Patio & Garden varieties

HilverdaFlorist’s booth stood out as a visual spectacle, in line with the previously developed design late last year during the Trade Fair Aalsmeer and IFTF in Vijfhuizen. Once again, visitors could lose themselves in the dark pink themed stand full of surprising products. Part of this consisted of the Garvinea® Garden Gerberas: long-lasting outdoor Gerberas perfect for borders and landscaping. New and promising variety Garvinea® Sweet Blaze was present and gained attention with its eye-catching colour contrast.

Other highlights were 2024 introductions Alstroemeria Intichancha® Hula, Helleborus JWLS® Diamonfire and Salvia Salgoon® Strawberry Lake.

Cut flowers

One of the highlights of HilverdaFlorist’s presence at the IPM was a presentation of cut flowers. Visitors were treated to a selection of new and promising varieties. Even the EXP Gerbera Marimo varieties were present and attracted lots of attention from creatives with their unique, spheric look. Other highlights were, among others, the new bright white Alstroemeria White Swan, Limonium Sinuatum Mermaid Wings and the Dianthus Sparkz® Series.

New tagline and corporate video

At IPM Essen 2024, HilverdaFlorist presented the new tagline and corporate video publicly for the first time. Create. Share. Flourish. received many positive reactions and the HilverdaFlorist team looks forward to inspiring even many more people with this in the future.

When will we see you again?

The HilverdaFlorist team cannot wait to see you again. Head over to our event calendar and schedule your visit during our upcoming events.

10 JANUARY 2024, DE KWAKEL, THE NETHERLANDS – It is a forward-thinking start to the new year for HilverdaFlorist with the launch of a brand new tagline and corporate video. The company, which originated from a merger in 2020, has since then been refining its corporate identity. Matching the mission statement “Excel together for a flourishing future”, this new tagline sets the tone from 2024.

Create. Share. Flourish.

“Create. Share. Flourish” is HilverdaFlorist’s new tagline. This forceful tagline represents three different phases of both HilverdaFlorist, and its connection to the entire floriculture chain. Create represents what happens in the company, as one of the first factors in the chain. As a breeder, HilverdaFlorist creates new varieties in both cut flowers as potted and garden plants. Besides that the HilverdaFlorist team is working on growth opportunities, innovative methods, sales possibilities and much more every day.

Following Create, comes Share which represents the process of sharing of course the products and services but also knowledge and insights with customers, partners and the rest of the supply chain. HilverdaFlorist strives to share knowledge to stand strong together within the fast changing industry. In conclusion, Flourish represents what both HilverdaFlorist and its network do together, as a result of the previously mentioned points. Just as their products within the assortment literally flourish, HilverdaFlorist works with colleagues, partners and associates to create a flourishing, yet sustainable and responsible future together.

New corporate video

Parallel to the launch of the new tagline, HilverdaFlorist also shares its new corporate video. This video captures HilverdaFlorist’s business processes combined with its global sales and production network. The core values; Ambition, Innovation, Partnership and Reliability are highlighted and besides that, you’ll take a short journey through the history of the family business.

HilverdaFlorist aims for an internationally leading position in breeding and propagation of ornamental plants and flowers with a focus on distinctive genetics and creating added value for customers and partners, taking into account the impact on people and the environment. To learn more about HilverdaFlorist, please visit hilverdaflorist.com.

13 DECEMBER 2023, DE KWAKEL, THE NETHERLANDS – HilverdaFlorist welcomes you to the world of well-known grand masters that inspire us all. From great musicians to luminaries in the world of painting and movies. They can now be found in the Scabiosa Virtuoso^® Series. The long-lasting, fascinating pincushion flowers are here to impress just like their masterpieces.

About Scabiosa Virtuoso^®

Scabiosa Virtuoso^® varieties bring desired depth and structure, flowering gradually to their full size and leaving an everlasting impression. Explore the breath-taking array of vibrant and dazzling colours within the collection. With their high ornamental value, these varieties serve as the ideal foundation for endless creativity for florists and other enthusiasts  to create their own masterpieces.

Trade Fair Aalsmeer & IFTF Vijfhuizen

A sneak preview of the Virtuoso^® branding concept was presented during the Royal FloraHolland Trade Fair Aalsmeer and the IFTF in Vijfhuizen (NL). Here, many visitors from around the world got their first glimpses of these greats.

Virtuoso^® assortment

The Virtuoso® series stems from an established Scabiosa range from HilverdaFlorist that was expanded this year with improved genetics after which it received its new name. New to the 2024 Virtuoso^® collection are the lavender-coloured Bernini and a unique deep-purple coloured Verdi.

Scabiosa Virtuoso^® promotions

Are you a grower, exporter, trader or florist and would you like to highlight your Scabiosa Virtuoso^® range through this brand new concept? Our team is ready to assist you and inform you about the possibilities. Contact marketing@hilverdaflorist.com to start working on your own masterpiece.

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 hilverdaflorist.com.

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 hilverdaflorist.com.

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 hilverdaflorist.com.

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.

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 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.