News » 29.07.2026 - Swiss florist gets acquainted with the Dutch floriculture sector
Gasps and exclamations echo through the visitor gallery at Royal FloraHolland in Aalsmeer, the Netherlands. What is routine for industry insiders is an entirely new world for Swiss florist Milena. Thousands of carts move back and forth, loaded with flowers from growers in the Netherlands and abroad, some of which eventually end up in Zurich, where she works. Milena had never quite understood how those flowers find their way to the florist. Since the story of Dutch floriculture is one worth telling, we spent a day following the journey, visiting the auction, a trader, a breeder, and several growers.
Milena
A tour through the stock
After a tour of the gallery, Milena describes her visit to Hoven & De Mooij as "a real VIP experience." Peter Vrouwe welcomes the group and speaks enthusiastically about the company before leading a tour through the stockrooms and cold storage. Stepping into a cold store proves a welcome break on a warm day. Milena can identify almost every flower on sight, but she's surprised to learn that snowballs (viburnum) are available year-round.
Rose breeding
Just how complicated is it to develop a single new variety out of thousands of breeding codes? Oscar Peters of De Ruiter Innovations answers that question. It's certainly a challenge, he explains. As breeders, they sit at the very start of the supply chain, yet must think years ahead to anticipate future trends. For Milena, the visit is especially insightful since De Ruiter bred Pink Xpression, one of her favorite roses to work with.
Among the Lisianthus
Next on the itinerary is a visit to grower Montana Lisianthus. It's a special moment for Milena, as her favorite lisianthus variety, Alissa Peach, grows here. Corine van Holst explains the cultivation process and shows which beneficial insects are used to keep the crop healthy. For the florist, walking among the flowers and seeing where the lisianthus she works with actually comes from is a highlight of the day.
Special Cymbidiums
The second grower on the tour is Leekade Orchids, where the new Cymbidium season is already underway despite the heat outside. Inside the greenhouse, misting systems, shade screens, and coated glass keep conditions manageable. Cymbidium prices are currently high due to scarcity. Milena is struck by how labor-intensive the crop is, as well as by its unusual growth habit. Jacco Vermeer explains that Leekade Orchids is a small operation and that Cymbidiums are widely used for events. His explanation of packing methods and the options available to florists proves equally instructive.
Colorful spray roses
The day concludes at Berg Roses, where Arie van den Berg leads a tour through the greenhouse. Milena falls silent for a moment upon entering, the greenhouse seems to stretch on forever, with the crop extending far into the distance before the far wall comes into view. At Berg Roses, part of the single-stem rose production is being replaced with spray roses, with one or two new varieties added each month. According to Arie, constantly working with new products is rewarding, though it also brings its share of pressure. Amid the colorful spray roses, the day ends with Milena having gained a firsthand look at Dutch floriculture.
Source: www.floraldaily.com
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