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.

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.

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 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.

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 hilverdaflorist.com.

22 MAY, DE KWAKEL, THE NETHERLANDS – Murara Plants wins an award as best practice in the Renewable Energy (small consumer) category during the 19^th 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.

Discover more about Murara Plants.

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 muraraplants.com.

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 marketing@hilverdaflorist.com

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.