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Floréac Magazine

Aut umn 2026 Issue no 37

Co ntent

0 5 Foreword 0 8 Grower in the spotlight : Meuleman Flower Nursery 14 Floréac and Plantas Group strengthen their partnership 18 Plant in the spotlight : Bromelia 24 Employee in the spotlight : Luc Lamont 3 0 New kids on the block

Photo : ©www.plantsandflowersfoundationholland.org

Growing together, stronger together For many, autumn marks the end of a season. For me, it feels more like the start of a new phase – a time when we take stock, look ahead and work together to build what lies ahead. That is precisely why I am particularly pleased to present this new edition of our Floréac Magazine to you. At Floréac, we believe that sustainable growth begins with strong relationships – with our customers, our growers and our partners. That is also why we have further strengthened our partnership with Plantas Group. By combining our knowledge, market insights and expertise, we are creating an even more consistent range, greater availability and more continuity. Not by losing our individuality, but precisely by capitalising on each other’s strengths. Ultimately, there is only one goal: to support you even better with a reliable range and excellent service. You’ll find that same vision reflected in the story of flower nursery Meuleman. Dries Meuleman and Lies Bryon show how a family-run nursery remains successful by investing, innovating and, at the same time, staying true to its values. Their story proves that the future of our sector is built, not only on craftsmanship, but also on entrepreneurship, flexibility and collaboration. Further on in this magazine, we take you on a journey through an inspiring autumn. From atmospheric autumn themes for gardens, patios and interiors to an ode to the chrysanthemum and the colourful versatility of the bromeliad. In addition, with Pink October, we are once again highlighting an initiative that goes beyond plants alone. Together with you, we are supporting Think Pink and demonstrating that our sector not only brings colour to homes and gardens, but can also make a positive contribution to society. Day in, day out, we have the privilege of working alongside people who turn their passion into quality, innovation and trust. That is something of which I am particularly proud. Thanks to this shared commitment, we continue to grow, inspire and build a strong future for our sector. I hope you enjoy reading this and, above all, have an inspiring, colourful and successful autumn.

An Vander Aa CEO Floréac

Autumn Stroll An autumn stroll full of colour and character Autumn is the season when the garden takes on a whole new look. Warm hues, surprising leaf textures and colourful berries create an atmospheric backdrop that never ceases to captivate. With the fiery autumn colours of Acer Palmatum, the decorative foliage of Heuchera, the elegant blooms of Hebe and the striking berries of Skimmia, you can effortlessly create a garden that continues to shine long after summer has ended. Add to that the colourful accents of Berberis, the winter branches of Cornus or the evergreen nature of Pieris, and every garden path becomes an inspiring autumn stroll. A balanced range that allows your customers to enjoy colour, texture and a garden full of life throughout the season.

BERBMX-17A2 Berberis

EUONMX-13V Euonymus

6 Photo : © www.plantsandflowersfoundationholland

HEUCMX-13A Heuchera

SEDERZ-13A Sedum spurium spot on ‘Deep Roos’

ACPAMX-19A Acer palmatum

COCOROPU-070A Cotinus coggygria

SEATLA-17A Sedum atlantis ILCRDAGR-BO032A Ilex crenata ‘dark green’

NADOOB-17A Nandina domestica ‘Obsessed’

SKJATE-19B10A Skimmia japonica ‘Temptation’

Growing by daring to branch out Grower in the spotlight : Meuleman Flower Nursery

At Meuleman Flower Nursery, it’s all about colour, quality and thinking ahead. What once began as a vegetable farm has grown into a family-run nursery with a strong reputation for bulb chrysanthemums and an ever-expanding range of flowering pot plants. Today, Dries Meuleman and Lies Bryon, together with the previous generation, are continuing to focus on flexibility, digitalisation and efficiency. Not to become the biggest, but to make life even easier for customers. From Jabbeke, they supply customers in Belgium and far beyond, with the same passion with which it all began: growing plants that customers can rely on.

Lies Bryon & Dries Meuleman

More than just chrysanthemums Anyone visiting Meuleman Flower Nursery today will notice it straight away. Of course, there are the impressive fields full of bulb chrysanthemums for which the nursery has been renowned for years. But behind this colourful autumn classic lies a story of entrepreneurship, innovation and a young generation that is clearly looking to the future. The story begins with Peter and Pascale MeulemanDeschepper. They built a vegetable business from scratch, growing lettuce in winter and tomatoes in summer. When the tomato sector ran into difficulties in the 1990s, they chose a new direction: ball chrysanthemums. A decision that would shape the future of the family business. Today, Dries Meuleman and his wife Lies Bryon are at the helm. As the second generation, they are building on the solid foundations laid by their parents, whilst at the same time shaping the nursery’s future in their own way.

“By expanding our product range, we can take the pressure off our customers for much longer. That is our greatest added value today.” Dries Meuleman

The strength of a wide range Although the chrysanthemum remains Meuleman’s flagship product, Dries and Lies soon realised that customers were increasingly looking for convenience, variety and a broader range. The first step towards pot plants came rather by chance. A sales representative dropped by with a tray of gerberas, and Dries and Lies were immediately won over. What began with 4,000 young gerbera plants gradually grew into a wider range, enabling the nursery to supply customers over a longer period. Today, in addition to ball chrysanthemums, the range includes Gerbera Patio, Garvinea, Dahlia, Helianthus, Rudbeckia, Echinacea, Salvia, Coleus, Begonia, hanging baskets, patio pots and various seasonal products. This expansion is no coincidence. It forms part of a clear vision: to take the hassle out of shopping for customers. By offering multiple product groups, Meuleman becomes a partner on whom customers can rely for longer and in more ways.

Chrysanthemums remain the foundation Nevertheless, the ball chrysanthemum remains the plant with which it all began. For over 25 years, chrysanthemums have been the common thread running through the business. The season runs from July to October, with a range that has been continually refined over the years. Whereas classic colours used to be the main demand, Dries now sees greater interest in unusual shades two-tone and three-tone varieties and themed mixes. In his view, the chrysanthemum remains a strong plant for garden centres: high volume, plenty of colour and long-lasting ornamental value.

“Staying flexible and responding to the market is just as important today as being able to grow crops well.” Dries Meuleman

also plays a key role in enabling more efficient working and alleviating the physical strain of heavy labour. Nevertheless, Dries and Lies do not want to evolve into a business specialising in just one type of plant in a single pot size. It is precisely their wide range that remains their strength. The challenge lies not in growing for the sake of growing, but in organising smartly, remaining flexible and maintaining the quality for which customers know them.

To ensure a staggered supply for customers, Meuleman deliberately works in blocks. By shading certain chrysanthemums, they can better control flowering and plan deliveries more effectively. This avoids a peak where everything is ready at once, creating a more even rhythm throughout the season.

Working more efficiently, without losing our identity In the coming years, Meuleman will continue to invest in automation and logistics. A major refurbishment is planned for 2027, involving the installation of a concrete floor and loading bays. The adjustable floor

Water recovery is also becoming increasingly important. Climate change is driving the need for larger water reserves. That is why the company is expanding its water reservoir from three million litres to ten million litres.

Looking to the future sustainably At Meuleman, sustainability is put into practice. Recovering where possible, reusing water, analysing waste streams and step by step, seeking better solutions. The nursery holds the usual certifications such as MPS and GLOBALG.A.P. and already grows peat-free pot chrysanthemums, although, according to Dries, this remains a work in progress. This down-to-earth approach characterises the company: not just talking the talk, but walking the

walk. Every improvement must fit within the realities of cultivation, quality and the customer.

Where ? Jabbeke, Belgium

Digitalisation as a matter of course The new generation is also looking ahead in the digital sphere. For Dries and Lies, selling via Floriday, Plants on Cloud, WhatsApp and other digital channels is simply part of the way the sector is evolving. Whereas some older growers find digitalisation a struggle, they see this as an advantage. A digital offering is clearer, more up-to-date and less prone to errors. This is certainly a major asset when dealing with a wide range of products.

What ? Ball chrysanthemums, Gerbera Patio, Garvinea, Dahlia, Helianthus, Rudbeckia, Echinacea, Salvia, Coleus, Begonia Staff ? 4 permanent staff and 8 seasonal workers Cer tificatio ns ? MPS and GLOBALG.A.P. Markets ? Belgium, the Netherlands, Germany, the United Kingdom, Austria and France

Tackling the market together For Dries and Lies, good cooperation with partners such as Floréac remains essential. Not only to sell products but also to seek out opportunities in the market in a more targeted way. In their view, good communication, up-to-date availability information, high-quality product photos and regular consultation with sales staff make a clear difference.

Welcoming customers to the nursery or showcasing products together can also help to create new opportunities. After all, sometimes you simply have to see the plants to be convinced.

Young, dynamic and flexible What are Dries and Lies most proud of today? The feeling after a successful season. The hard work that pays off. Customers who keep coming back. And a business that is ready for the future without losing its family character. They describe Bloemenkwekerij Meuleman as young, dynamic and flexible. A nursery that adapts to new situations, dares to seize opportunities and maintains a positive outlook on the sector. Whether it’s chrysanthemums, gerberas, hanging baskets or a new product range: at Meuleman, the same ambition remains central. Growing highquality plants, taking the pressure off customers and continuing to grow step by step.

Pink October Together, we colour hope Pink October is the month when, worldwide, extra attention is drawn to breast cancer prevention, scientific research and support for patients. The iconic pink ribbon symbolises hope, solidarity and the importance of early detection. With flowering houseplants such as Anthurium, Phalaenopsis, Calathea, Fittonia, Tradescantia and Kalanchoë, this message is literally brought to life in a colourful way. Especially for this campaign, Floréac is offering an Anthurium in a sustainable paper sleeve with paper handles. For every plant sold, Floréac donates €2 to Think Pink, the international organisation dedicated to the fight against breast cancer. In this way, a stylish plant becomes more than just a decorative accent: it is a tangible gesture of solidarity. Together, we’re not only bringing colour into our homes, but also adding colour to hope.

AEFAPR-12A Aechmea fasciata Primera

KADBRZ-15P Kalanchoë

FICUS-SP07A Ficus Elastica

ANLILL-14A Anthurium andreanum ‘Lilli’

CACRIM-14A Calathea ‘Crimson’

CEWOOD-BG11A Ceropegia woodii

SAPALRZ-12V Saintpaulia

PEPEMX-12A Anthurium andreanum ‘Lilli’

TRPIPAR-12A Tradescantia ‘Pink Paradise’

SUCCMX06-12A Sucullenten

Floréac and Plantas Group strengthen their partnership for a stronger and more consistent range

Morten Honoré, CEO of Plantas Group, An Vander Aa, CEO of Floréac, Rafal Kucharek Damgaard, CCO of Plantas Group

Working together to build a resilient future for the floriculture sector At Floréac, we strongly believe in the power of collaboration. By sharing knowledge, pooling expertise and supporting one another wherever possible, we are working together to build a sustainable and futureproof floriculture sector. Driven by this conviction, we are strengthening our existing relationship with Plantas Group, a leading European wholesaler and distributor of plants and flowers. This partnership builds on a long-standing constructive relationship between the two organisations and aims to further enhance the availability and consistency of the product range. In a constantly evolving market, this offers added certainty for both suppliers and customers.

Focus on product range and availability Now more than ever, a strong product range requires flexibility, market insight and reliable availability. By working more closely together on product range management, Floréac and Plantas Group can further optimise their offering and strengthen continuity within key seasonal product groups. In addition, both organisations will regularly exchange insights on market developments, consumer trends and seasonal shifts. This sharing of knowledge will help both companies to further refine their internal planning and tailor their product ranges as effectively as possible to the needs of their respective markets.

A shared vision for the future According to Morten Honoré, CEO of Plantas Group, this collaboration is a logical next step in a longstanding and successful relationship: “We have always valued Floréac as a forward-thinking and professional partner. This step builds on a longstanding relationship in which we can learn from one another and further strengthen our approach to product range and offering.” Rafal Kucharek Damgaard, CCO of Plantas Group, also emphasises the importance of knowledge sharing: “By better aligning certain non-commercial aspects of our activities, we can increase the consistency of our product range and support one another within an everchanging horticultural landscape.” An Vander Aa, CEO of Floréac, sees the partnership primarily as a joint investment in the sector’s future:

“This collaboration reflects our shared confidence in the future of the floriculture sector. We face similar challenges, and by working together in specific areas, we can tackle them with greater resilience, flexibility and a broader perspective.”

Operating independently, collaborating more closely Both Floréac and Plantas Group will continue to operate completely independently. Both organisations will retain their own commercial strategy, decisionmaking and customer relationships. The collaboration focuses exclusively on product range coordination and the exchange of operational knowledge. By sharing expertise and strengthening each other where this adds value, both companies are taking a step towards an even more stable and future-oriented floriculture supply chain. Together, we will continue to build a sector that is ready for tomorrow.

Retro Revival Warm colours, timeless plants Retro is back, but with a contemporary twist. Ochre, orange, cognac and deep browns bring warmth and character to any interior. Combine these rich colours with stylish houseplants such as Monstera deliciosa, Philodendron, Ficus lyrata and Calathea for a harmonious whole that instantly radiates atmosphere. The sculptural forms of Sansevieria, Beaucarnea and Zamioculcas also fit perfectly with this trend. Finished with ceramic pots in earthy tones, the result is an interior that feels both nostalgic and surprisingly modern. A stylish combination that allows customers to give their living space a warm, inviting feel and effortlessly bring nature indoors.

CALAMX-SP34A Calathea

COUPE-§SP138A Spathiphyllum - Kalanchoe - Fittonia

COUPE-§SP112A Kalanchoe - Peperomia

COUPE-§SP131A Spathiphyllum - Kalanchoe - Fittonia

COUPE-§SP564A

COUPE-§ZNK220A Plantes mix

COUPE-§SP133A Spathiphyllum - Kalanchoe - Plantes vertes

SUCCMX-SP198A Mix de plantes succulentes

SUCCMX-ZNK03A Mix de plantes succulentes

PHNIFA-SP11TA1A Mix de Phalaenopsis

Tropical eye-catchers with a lasting impact Plant in the spotlight : Bromeliads

From a colourful eye-catcher to a sophisticated designer plant: the bromeliad has held a special place in the houseplant range for many years. Behind its exotic appearance lies a surprisingly versatile family of plants that combines innovation, craftsmanship and an exceptionally long-lasting ornamental value. Thanks to ongoing breeding and the expertise of specialist growers, the bromeliad continues to evolve and respond to the interior design trends of tomorrow. An inspiring category that offers retailers opportunities to surprise consumers all year round.

Where innovation begins Every bromeliad tells a story that begins long before it flowers. Behind every new variety lie years of research, breeding and product development. It is precisely this genetic foundation that determines how intense the colours become, how long the plant remains attractive and how it performs on the shop floor and in the consumer’s home. The bromeliad category is constantly evolving. Breeders are developing new shapes, surprising colour combinations and more compact plant types that perfectly match current home and interior design trends. In this way, the range continues to be refreshed every season, allowing retailers to maintain a selection that is both recognisable and surprising.

and continue to invest in new varieties with an even more striking appearance and improved performance. De Roose Plants, a Belgian specialist with a wealth of expertise in bromeliads, also contributes to the further development of this versatile plant family through innovative breeding and high-quality genetics. In addition, Bunnik Bromelia, part of Riza Growers, plays a key role as a specialist grower and breeder. Thanks to its own breeding programme, the company brings new genetics to market every year that stand out in terms of colour, shape and shelf life. By working closely with these leading partners, Floréac is able to continually inspire its customers with innovative collections that meet the expectations of both retailers and consumers.

The power of specialisation

A family full of character

Behind a strong range are specialised partners who have mastered their craft to perfection. Breeders such as Anthura have been among the driving forces behind the genetic development of bromeliads for many years

Although people often refer to ‘the bromeliad’, behind that name lies a remarkably versatile family of plants. Each species has its own distinct character and appeals to a different audience.

Guzmania remains the best-known representative and forms the basis of many ranges. Thanks to recent breeding programmes, this classic has been given a contemporary update. The elegant Fiero series combines modern colours with a compact growth habit, whilst the Deseo series stands out with strikingly large flowers in soft pastel shades. Anyone looking for a real eye-catcher will find one in the Rockyflower series, whose unique flower shape immediately grabs the eye. Vriesea also continues to grow in popularity. Its sleek form and exceptionally long-lasting ornamental value make this species particularly suitable for stylish displays. The new Intenso series stands out with its deep colours, abundant blooms and striking presence, whilst the Multiflower Vrieseas ensure an extra-full and luxurious display of flowers. For a younger, design-conscious audience, Tillandsia offers a wealth of possibilities. Thanks to its compact form and minimalist look, this species fits perfectly into contemporary interior design concepts, gift collections and urban living.

Ananas Mi Amigo remains a striking niche within the range. With its decorative fruit and tropical appeal, it instantly brings a summery atmosphere. As a result, this ornamental pineapple feels completely at home in lifestyle concepts, Mediterranean displays and original gift arrangements.

Why consumers continue to choose bromeliads The appeal of bromeliads lies not only in their striking appearance. Their ease of use also plays an important role. The plants retain their decorative value for months on end, require little care and instantly bring colour and atmosphere into the home. What’s more, the wide variety within the family means there’s a suitable plant for virtually every interior style. From minimalist and modern to warm and colourful: bromeliads effortlessly find their place in any interior. This makes them appealing to both novice plant lovers and experienced collectors.

Building a strong category together A successful bromeliad range does not come about by itself. It is the result of close collaboration between breeders, growers and partners, each of whom contributes their expertise to ensure quality, innovation and reliability.

Through years of intensive collaboration with specialist bromeliad experts, Floréac has built up in-depth knowledge of this product group. This expertise translates into a carefully curated range that meets the needs of both garden centres and consumers. New genetics, innovative concepts and a constant focus on quality ensure that retailers can continue to stand out from the crowd. Because a bromeliad brings more than just colour. It creates an experience, inspires consumers and gives every plant department a tropical touch that continues to delight for months on end.

Autumn Starts Here Autumn begins on the patio The patio doesn’t have to fall silent once summer is over. On the contrary: with warm materials, rich colours and surprising plant combinations, outdoor living takes on a new season. Think of atmospheric autumn arrangements in baskets, ceramics, zinc or wood, combined with hardy garden plants and characterful Sempervivums. Their robust appearance and lowmaintenance nature make them ideal for patios, balconies and entrance areas. By combining different pots, heights and textures, you can create an inviting outdoor space that perfectly reflects the charm of autumn. This way, customers can enjoy a patio full of atmosphere, colour and natural warmth for months to come – a place where every autumn moment invites you to pause for a moment and savour the moment.

COUPE-§MA077A Cyclamen - Calluna

COUPE-§ZNK094A Calluna - Cyclamen

COUPE-§MA115A Cyclamen - Calluna

COUPE-§MA196A Chrysant - Grassen- Muehlenbeckia

COUPE-§ZNK077A Cyclamen - Calluna

TUINPL-§SP001A Calluna HERFST-§MA02A Calluna Calocephalus Chrysant

HERFST-§SP08A Calocephalus Calluna Hedera

TUINPL-§SP019A Calluna

TUINPL-§ZNK006A Chrysant Euonymus Muehlenbeckia 23

40 years of Floréac: the power of collaboration according to Luc Lamont Employee in the spotlight : Luc Lamont

Behind every lorry that leaves Floréac lies a strong team. And at the heart of that team is Luc Lamont. For almost forty years, he has helped ensure a smooth logistical flow, today as the consolidation team coordinator. A role in which planning, collaboration and forward thinking come together day in, day out.

Luc Lamont : Team coordinator, Consolidation

Luc first came into contact with Floréac in 1986 during the expansion of the greenhouses. At the time, he was working on the construction project with a Dutch greenhouse contractor. Not long after, he made the move to Floréac. Since then, he has built up an impressive career within the company. He started in azalea cultivation and then worked in the production department at Vlaamse Azalea Kwekerij (VAK). Over the past 25 years, he has found his niche in consolidation, where he now leads the team.

“Every department is important. We all work to support one another.” Luc Lamont

“You could never achieve that on your own. On days like that, you see colleagues from other departments spontaneously coming to help. That’s Floréac.” According to Luc, a strong consolidation team is not just about experience, but above all about commitment. Thinking logically, taking the initiative and daring to take responsibility are, in his view, what make the difference. Of course you’re allowed to ask questions, he says, but the greatest growth comes when colleagues start contributing their own ideas.

“I’ve been able to take on a wide range of roles within Floréac. That means I now have a thorough understanding of the entire process.” As team coordinator, Luc ensures that the schedule runs smoothly, that collaboration between the various departments flows seamlessly, and that any problems are resolved quickly. But above all, he sees himself as someone who brings people together. “Every department is important. We all work to support one another. That’s the only way we can ensure the right plants reach the right customer at the right time.” It is precisely this collaboration that gives him the greatest satisfaction. At the end of a busy day, he not only sees thousands of plants being dispatched, but above all the result of a team working together towards the same goal. A record-breaking day on which more than 2,500 CC trolleys were processed remains etched in his memory.

Outside work, too, Luc likes to keep active. Mountain biking has been his greatest passion for years. He regularly sets off with friends on challenging rides, but the rides with his grandson have taken on a special place in his heart. “Those are moments I really look forward to.” Although he doesn’t call himself a real plant expert, he does have a beautiful Alocasia on display at home. The plant that best suits his character, however, is without a doubt the Sansevieria. “You can’t kill it. Whatever happens, it just carries on.” It also reflects his outlook on life: staying calm, seeking solutions and putting things into perspective. It’s no coincidence that he concludes with a piece of wisdom that perfectly sums up his approach to life, both at work and beyond.

“Don’t make a mountain out of a molehill.” Luc Lamont

After nearly four decades, Luc remains a mainstay at Floréac. Not because he likes to be in the spotlight, but because, day in, day out, he helps make a difference alongside his team. Behind the scenes, yet indispensable to every plant that finds its way to the customer.

Queen of Autumn The chrysanthemum shines as the queen of autumn The chrysanthemum has been the star attraction of autumn for many years. With its rich colour palette, impressive flower shapes and exceptionally long flowering period, it brings life and warmth as the garden and home prepare for winter. From the elegant Anastasia and Zembla to the playful FlowerPops, colourful Indicum varieties and the profusely flowering GardenMum: every chrysanthemum has its own character. Whether you opt for a compact pot plant, a striking pyramid shape or an atmospheric hanging basket, the versatility of this autumn icon never ceases to amaze. It is no coincidence that the chrysanthemum proudly bears the title ‘Queen of Autumn’. A timeless favourite that brings colour, atmosphere and elegance well into the season, proving that autumn is in full bloom.

CHAUMX-12A Chrysant

CHFLMX-PC01A Chrysant

CHBIMX-14A Chrysant CHELFLGOMX-14A Chrysant

CHLEBA-17A Chrysant CHSHOW-14A Chrysant

CHFIRE-13A Chrysant

CHTRIO-BLB40A Chrysant

New kids on the block Houseplants : Cambria barrocco bronze Houseplants : Cambria renaissance Ruby

Houseplants : Phalaenopsis Bolzano Houseplants : Phalaenopsis Chamonix

Houseplants : Phalaenopsis Flash Houseplants : Phalaenopsis Glasgow

Houseplants : Phalaenopsis Nazare

Houseplants : Botanic Moss Stick Mix GPJOMX-M040A mix including, amongst others, Begonia Wing, Philodendron, Brandtianum and Cissus

grow in green Beerveldse Baan 4 - 9080 Lochristi - Belgium T +32 9 353 53 53 - info@floreac.com - www.floreac.com

Floréac Magazine Issue no. 37 : Autumn 2026