Spring is a season of movement. Of returning light, plans taking shape and a renewed urge to look ahead. It is a period in which ideas start flowing again and the sector prepares for a new growing season.
At Floréac, we feel that energy every year. From our own base, we work together with a broad and strong network of growers. At the same time, we choose to give extra attention to the growers around us. The recently organised Belgian supplier event was an important moment in this regard. A conversation about local, craftsmanship and complementarity within our range.
In this edition of our magazine, we bring together stories that show what our sector is really about today: innovation without noise, beauty with meaning and choices that remain valid in the long term. With indoor themes such as ‘Hello Spring Living’, ‘Nostalgic Lens’ and ‘Soft Easter Moments’, we show how plants soften, connect and enrich interiors, not as a fleeting trend but as sustainable added value. Outside, ‘Spring Starts Outside’ marks the first real gardening moment of the year, while ‘Easter in Bloom’ literally brings spring to the front door.
We also like to give space to the people behind the greenery. The story of Hooftman Boomkwekerij reminds us that not every plant has to be spectacular to be essential. Hardy shrubs form the silent foundation of every garden, just as cooperation, knowledge sharing and realistic sustainability form the foundation of a healthy sector.
We don’t approach sustainability as an abstract concept, but as something tangible and workable. With Ympa, we show how a clear and honest story creates trust on the shop floor, without the need for explanation.
Finally, personal stories bring us back to the essence: what is given space can flourish in gardens, in shops and in collaborations.
Kind regards,
An Vander Aa CEO Floréac
Hello Spring Living
Spring arrives with a fresh, optimistic energy. ‘Hello Spring Living’ revolves around lightness, colour and natural elegance. Soft green tones, fresh bloomers such as Hydrangea, Lilium and Hyacinthus, complemented by refined foliage plants such as Pachira, bring spring into your home. The plants are combined with carefully selected decorative pots and matching plant bowls that reinforce the spring theme and create a harmonious, finished whole.
This theme responds to the need for renewal after winter, without being overwhelming. The combination of flowers and greenery creates visual tranquillity and a contemporary look.
‘Hello Spring Living’ invites you to combine and vary, making it easy to subtly adapt your interior to the season with plants that remain beautiful in the long term.
BROMMX-SP01A
Bromelia
HYDRAN-§MA10A
Hydrangea
PHALMX-SP128TA2A
Phalaenopsis
SUCCMX-SP300A
Succulenten
EPIPHY-GL06A
Epiphyllum
FIGINS-SP280A
Ficus ginseng
LIAZMX-SP03A
Lilium
GPMVMX-SP11A
Mix groene planten
KAROMX-SP03A
Kalanchoe
More than just branches: the quiet power of hardy shrubs
Supplier in the spotlight: Hooftman Boomkwekerij
We started in Boskoop about 30 to 35 years ago. I was born and raised here. My parents had a flower shop and a nursery with cut branches, but I didn’t see much of a future in that myself. So, step by step, I ended up in garden plants. First on a very small scale, with rented land, and later we purchased land at our current location. That ultimately became the basis of what Hooftman Boomkwekerij is today.
Victor Hooftman
The basis for every garden
We grow a wide range of deciduous and evergreen, hardy shrubs. These are plants that we describe as the basis for the garden. They may not always be spectacular at the time of purchase, but they are plants that you can enjoy for years to come. Our slogan ‘plant now, enjoy forever’ sums it up nicely.
We mainly supply varieties such as Deutzia, Choisya and Philadelphus in square 2-litre pots with a click label. This choice is very deliberate: square pots allow for approximately 20% more load on a Danish trolley than round pots. In times of high transport costs, this makes a significant difference. Our sales season mainly runs from week 4 to week 18 to 20, and is really focused on the early start of spring.
In addition, we work with variety within a single product group, for example Deutzia in white, pink and red, at a single uniform price. This makes it easier for garden centres to present a wide range without complexity.
“Open communication with our partners is not an extra, it is the only way to continue to generate returns together.”
Victor Hooftman
Cultivation, automation and people
Most of our plants are grown on lava substrate, some of them in greenhouses. Today, the main focus is on automation. This is not a luxury, but a necessity. Staff are scarce and costs are rising. By working smarter and lighter, we are keeping the company future-proof.
At the same time, I am extremely proud of our team. We work with people who have been with us for decades. That knowledge and loyalty are priceless. We really do it together: no one is above the rest here. If necessary, I work just as hard in the hall as anyone else. Especially in the crucial period between week 4 and week 20, everyone knows what is at stake.
Sustainability: realistic steps forward
For us, sustainability is mainly about continuous improvement. Water is completely recirculated, which saves not only water but also fertilizers. We are surrounded by windbreaks to limit drift, and a few years ago we installed solar panels, which are yielding a good return. In the future, we will also look into the possibilities of battery storage.
In our pots, we use 80 to 90% basic fertilization, so that the plant can still absorb nutrients in the garden centre. We are very consistent when it comes to plastic recycling: almost everything is collected separately and reused.
As for peat, we are taking steps, but in a considered manner. We are gradually replacing some of it with compost and wood fibres, sourced locally as much as possible. We still consider going completely peatfree too risky for a large and wide range of products. Moreover, you also have to dare to look at the total ecological footprint of alternative raw materials.
Working with Floréac
Our collaboration with Floréac has been going on for many years and has only become more intensive over time. Conceptual thinking in particular has had a strong influence on us as growers. Through open communication, you learn where losses occur, where opportunities lie and how you can create added value for the garden centre together.
Ultimately, it’s all about joint returns. The market is under pressure: costs are rising and regulations are becoming more complex. That’s why it’s important to be transparent and work together to find solutions that work, both economically and sustainably.
Making the most of the seasons, sharing knowledge
We see that spring usually goes well in garden centres until around week 20. After that, the focus shifts strongly to flowering products and later even to Christmas. That is understandable, but at the same time we are missing out on opportunities. Our products are also ideal for the autumn. Working seasonally, with clear choices and rotation in the range, results in less waste and more turnover.
“For us, sustainability is not about big slogans, but about every realistic step we can take today.”
Victor Hooftman
Knowledge plays a key role in this. This knowledge often lies with the grower and must reach the shop floor via partners such as Floréac. Garden centres that invest in their people demonstrably sell more greenery.
Trends and innovations
One project that I personally find very rewarding is our collaboration on First Editions and Endless Summer, through Arie Bouman and Bailey Nurseries. These are strong concepts with recognisable pots, labels and healthy, sustainable, exclusive plants. It took years for this to really gain traction, but today we are seeing clear growth.
New varieties are constantly being added, which keeps the profession exciting. Sometimes you have to dare to invest, even if not everything works out right away. But when it does take off, it gives you a tremendous amount of energy.
Where? Boskoop, Koetsveld 3 2771 AM South Holland (NL)
What? Wide range of hardy ornamental shrubs.
Employees? Permanent employees, including eight full-time staff and Victor and Marlies (spouse).
What makes me most proud is how the company is running today. Not because everything is perfect, but because we continue to move forward with a stable team, clear values and a shared passion. We have a wonderful profession, with many challenges, but also with enormous potential.
I see the future in collaboration: growers, exporters and retailers strengthening each other instead of just focusing on price. Only in this way can we keep the sector healthy and attractive.
Spring Starts Outside
With ‘Spring Starts Outside’, the feeling of spring moves to the garden, terrace and balcony. This outdoor theme revolves around opportunities, growth and regained outdoor space. We are talking about perennials and shrubs. Early bloomers such as peonies, Azalea japonica, forsythia, rhododendron, etc. immediately bring colour and life after winter and, together with Choisya, Cornus, Magnolia, etc., herald the start of the outdoor season.
Are you ready to get started? Are you ready to roll up your sleeves? Are you ready to feel the earth come to life? These plants give quick results and decorate your garden. You want to see their new branches, buds and flowers grow and bloom. They add volume and offer resilience. ‘Spring Starts Outside’ is a natural start to the season and lays the foundation for further development, with plants that bring spring to life step by step.
PAITMX-27A
Pioenen mix
AZJAMX-13A
Azalea japonica
RHHYMX-050A Rhododendron mix
CORNMXT-17A Cornus mix
MAFAMX-S19A Magnolia mix
PHFRRERO-19A
Photinia
PAEONI-SP32A Pioenen mix
CHTERN-19A
Choisya ternata
PALACT-11A Pioenen mix
PHFRLIRR-17A
Photinia
Our Belgian supplier event
Building a future-oriented range
Stronger together, close by and trusted
At Floréac, cooperation is key. With suppliers who share our vision, and with a range that is reliable, high-quality and relevant to our customers. That approach remains our foundation. At the same time, we have chosen to give Belgian products and plants greater visibility.
During the recently organized Belgian supplier event, we discussed this with our Belgian partners. Not as a break with the past, but as a conscious refinement of our offering. Belgian products have their own strengths: proximity, flexibility, craftsmanship and a story that originates close to home.
During the event, we shared insights into market trends and developments and explored together how we can respond to them. From our roots as a Belgian company, we want to actively support the Belgian floriculture sector in its further growth and innovation. We do this in the Floréac way: in open dialogue, transparently and with respect for everyone’s reality. Not out of self-interest, but out of the conviction that cooperation makes the entire sector stronger.
An additional focus within a trusted partnership
The extra attention for Belgian products fits within the broader Floréac story. For years, we have been working with suppliers from different regions, each with their own expertise and added value. By putting Belgian products more in the spotlight, we are broadening and deepening that whole, without losing sight of the existing balance.
We make conscious choices and further sharpen our focus. By clearly sharing this direction with our growers, we create space to respond more specifically to supply and expectations together.
Close by where possible, strong through cooperation
What drives us is nuance. Choosing proximity where relevant and continuing to build on sustainable partnerships that have proven themselves over many years. This creates a range that moves with the market while remaining true to what works.
The supplier event confirmed above all that open dialogue and mutual trust are essential. Together, we will continue to work on a future-oriented range, with respect for everyone’s role and expertise. With an open mind about the future and continued respect for the experience and craftsmanship that have shaped the sector today.
Nostalgic Lens
At a time when change is happening rapidly and the new is emerging while the familiar still lingers, there is a growing need for stability and recognition. ‘Nostalgic Lens’ responds to that desire for homeliness and tranquillity. This theme translates nostalgia into a warm interior experience with plants as silent anchor points.
Foliage plants such as Ficus elastica, Philodendron and Calathea provide a calm green backdrop to the interior, while flowering plants such as Anthurium and Dendrobium add a soft touch of colour. Fresh pastel shades, refined shapes and artisanal-looking ceramics give the whole a rustic, inviting look. The use of colour remains light and contemporary, so that the atmosphere does not look back but reinterprets nostalgy . ‘Nostalgic Lens’ creates a familiar, warm environment in which plants contribute to a feeling of simplicity, tranquility and timeless cosiness.
BOLLMX-SP04A
HYACMX-SP72A Hyacinthen
BOLLMX-SP22A
FIGINS-SP64A Ficus ginseng
PHKOMX-SP101TA2A
Phalaenopsis
COUPE-§SP505A
BROMMX-SP31A
Bromelia
CALAMX-SP17A Calathea mix
COUPE-§GL250A
COUPE-§SP264A
COUPE-§SP974A
A structured range with endless possibilities
Product in the spotlight: Phalaenopsis
The Phalaenopsis is undoubtedly one of the strongest pillars within the Floréac assortment. This orchid combines high ornamental value with broad applicability in the shop: from accessible entry-level products to distinctive premium eye-catchers. To provide our customers with optimal support, Floréac consciously builds the Phalaenopsis assortment according to clear structures in pot size, flower type and positioning.
Thijs van der Valk (OK Plant) & Alex Hendriks (Orchid specialist from Floréac)
The basis of quality
Young plants and genetics
Floréac works with a fixed group of suppliers who supply Phalaenopsis. These have been selected for their quality, diversity, continuity, reliability and value for money. These selections are of paramount importance to Floréac.
The quality of a Phalaenopsis is determined at a very early stage. The starting material – the young plants – forms the genetic and visual basis of every finished plant. Our growers make carefully considered choices in this regard and work together with specialised breeders who guarantee strong genetics, uniformity and innovation.
Within the sector, Labeau Breeders and Anthura are among the regular suppliers of young plants for several of our growers. They develop and select varieties with
From compact mini-flora to distinctive statement pieces: Floréac’s Phalaenopsis range is clearly structured and commercially well thought out.”
Alex Hendriks Orchid specialist
from Floréac
a view to flowering abundance, shelf life and market orientation. Thanks to this expertise further down the chain, our growers can build a reliable and high-quality end product that perfectly meets the expectations of the professional market.
From miniflora to grandiflora Classification based on flower type and impact
Within the range, we distinguish between different groups of Phalaenopsis, defined by flower size, flower abundance and visual appearance.
Mini-flora
Miniflora Phalaenopsis are generally available in smaller pot sizes and are sold based on the number of flower stems. They are often also multiflora: more compact in flower, but abundant in number.
Multiflora
With flowers measuring approximately 6 to 7 cm and a striking number of flowers per stem, multifloras offer a full appearance. They are an important volume product in pot sizes 9 and 12 cm.
Midiflora
This is the standard Phalaenopsis with flowers measuring 8 to 9 cm, mainly offered in pot sizes of 12 cm. They are sold based on the number of flower stems (1, 2 or 3), each with clear quality gradations.
Grandiflora
For maximum impact, there are the grandiflora varieties: large flowers from 14 cm, usually in 15 cm pots. These plants are firmly focused on the premium segment.
An assortment built up by pot size
Clarity for purchasing and shop presentation
Floréac offers Phalaenopsis in pot sizes from 6 to 17 cm, each with clear positioning.
6 & 7 cm – compact and impulse-oriented
The 6 cm size is an essential line with accessible prices. The 7 cm pot size, on the other hand, is a distinct premium niche, with more flower branches and a higher degree of finish.
9 cm – volume with added value
The 9 cm Phalaenopsis represents a well-balanced range: essential for rotation, but also suitable for thematic displays thanks to cascades, fragrant varieties and special shapes.
12
cm – the core of the range
The 12 cm pot size is the beating heart of the Phalaenopsis range. Within this size, Floréac makes a clear distinction between
• promotional lines with a focus on price and availability
• essential lines in colour mixes and standard colours
• on colour for specific colour choices
• by variety for customers who want to purchase specific varieties
• multiflora, shapes and specials for extra experience and margin
“Added value creates experience and margin in the shop.”
Alex Hendriks Orchid specialist from Floréac
15 & 17 cm – premium and statement
In 15 cm (grandiflora) and 17 cm (Duetto and specialties), the focus is on impact, shape and luxury. These are products that enhance the retail outlet and lend themselves to seasonal promotions or high-end presentations.
More than a classic orchid Shapes, specials and added value
In addition to the basic range, Floréac is strongly committed to Phalaenopsis with added value: cascades, hearts, hoops, umbrellas, painted orchids and special concepts. These products ensure differentiation on the shelf and allow retailers to distinguish themselves without compromising on reliability or quality.
Sustainability as a structural choice Innovations that make a difference
Sustainability is also evolving rapidly within Phalaenopsis cultivation. A good example is the introduction of the pot web: a fine net that prevents larvae from damaging the roots. This eliminates the need for chemical crop protection products. What’s more, the bark stays neatly in the pot during transport and watering. An ecological and practical solution that has now been adopted by several regular Floréac growers.
A well-thought-out range, tailored to the market
With this structured Phalaenopsis range, Floréac supports its customers from efficient purchasing to a strong presentation on the shop floor. Thanks to clear lines, reliable partners and room for innovation, Phalaenopsis remains a permanent fixture in every professional plant range.
Soft Easter Moments
Easter is associated with light, softness and renewal. ‘Soft Easter Moments’ brings this atmosphere indoors with a fresh but understated approach. Classic Easter plants such as Narcissus and Muscari provide recognizable spring blooms in soft shades. The plants are given extra appeal by decorative pots and matching bowls that subtly refer to the Easter theme and create a polished overall experience.
No excess, just refinement: light colours, soft textures and a calm composition that perfectly matches the festive moment. ‘Soft Easter Moments’ translates Easter into a contemporary interior experience in which plants play a central but never dominant role. Even after the holidays, these plants retain their value and continue to bring the feeling of spring into the home.
NATETE-HB33A Narcissus
NATETE-SP06A Narcissus
NATETE-SP10A Narcissus
PASEN-§HP001A
PASEN-§ZNK506A
PASEN-§SP030A
Narcissus
PASEN-§SP525A
PASEN-§SP064A
Kalanchoe
PASEN-§SP523A
PASEN-§ZNK503A
TILLAN-SP44A
Tillandsia
TILLAN-SP51A
Tillandsia
PHCASC-SP11TA2A
Phalaenopsis
From lawn to floral splendour
Employee in the spotlight: Sabrina Celie
What was once a purely functional garden has gradually evolved into a place with more colour, life and experience. Through conscious choices and a lot of experimentation, a garden has been created that changes with the seasons, leaves room for nature and brings peace and inspiration every day.
Sabrina Celie, Inkoper toegevoegde waarde
My garden journey to enjoying four seasons
For twenty years, my garden was mainly functional: a hedge, a few shrubs and a large patch of grass. That lawn turned out to be my biggest frustration for years. On the poor sandy soil, it was a constant struggle to keep it nice and green. Liming, fertilising, scarifying, mowing... I tried everything, but the desired result remained elusive.
The real turning point came during an open garden day at Voedselbos Den Zoeten Hof in Destelbergen. There I saw how a former horse pasture had been transformed in just a few years into a rich food forest full of trees, shrubs and flowers. Grass had made way for colourful flower beds, laid out using the no-dig method. That visit got me thinking: why keep fighting against a dry lawn when the children hardly play on it anymore? I decided to sacrifice a large patch of grass and make room for flowers.
Inspiration and first steps
From that moment on, I became increasingly interested in gardening. BBC’s Gardeners’ World became a regular source of inspiration. A report on a garden by Piet Oudolf convinced me completely. His vision of perennials and ornamental grasses – and especially the idea that a garden can also be attractive in winter – appealed to me enormously. In 2023, the first part of the lawn made way for perennials and grasses.
“This way, I can truly enjoy my garden all year round.”
Sabrina Celie
But it didn’t stop there. An episode about annuals piqued my interest. I had never been a big fan of classic bedding plants in pots (too much watering), but annuals turned out to be surprisingly versatile. By sowing your own seeds, you can significantly extend your gardening year. During the winter months, when there is little going on outside, the gardening fun begins indoors. Choosing seeds, making plans and pre-sowing not only gives you something to look forward to, but also a sense of creativity and control. By pre-sowing in February or March, you start the spring with a clear head start. Another piece of lawn disappeared, but the floral splendour of Cosmos ‘Apricotta’ and Zinnia ‘Zinderella Elegans’ more than made up for it.
My latest discovery: dahlias
I used to think dahlias were a bit old-fashioned, but today they are back in vogue. The range is enormous: from soft pastel shades to striking eye-catchers, in countless shapes and textures. My collection has grown considerably over the past year, and I have new varieties on my wish list for the coming season.
What makes dahlias extra special is their long flowering period. They provide colour until the first frost and are also excellent as cut flowers. This means I can enjoy their beauty not only outdoors, but also indoors. In winter, I dig the tubers out of the ground and let them overwinter in the garage. In spring, I pot them up and start them off. This gives them a clear head start when planting out after the frosts: less chance of slug damage and earlier flowering.
“My garden is my personal oasis: a place where peace, creativity and inspiration come together.”
Sabrina Celie
The result? Pure floral splendor
I don’t regret it for a second. From the living room and kitchen, I look out on a lively and changing garden scene every season. In spring, the spring bulbs appear, and from May to November, perennials, ornamental grasses, dahlias and annuals take over. And best of all, almost every week I can harvest flowers for bouquets, for myself or to give as gifts. This year, I also dried a lot of flowers to use creatively in winter. This way, I really enjoy my garden for four seasons.
Ecological gardening: space for life
I try to garden ecologically as much as possible. I no longer use chemical pesticides, and the garden doesn’t have to be perfectly tidy. Dead plant material provides shelter for animals and nourishes the soil at the same time. It’s amazing to see how nature finds its own way. In the wet spring of 2023, I discovered a frog in the flower bed, and in the evenings, a hedgehog sometimes parades through the garden.
Birds also feel at home here. Sparrows, blackbirds, wood pigeons, turtle doves, thrushes and starlings are regular visitors. In winter, great tits, blue tits and robins join them. They like to help themselves to the grains from our chickens, and on cold days, there are feeding stations in various places.
The tips that transformed my garden
• Start small: begin with one flower bed and a small patch of lawn to experiment without pressure.
• Choose strong perennials: species such as Persicaria, Echinacea and ornamental grasses form a low-maintenance basis.
• Play with annuals: pre-sowing in March or April ensures an early start and lots of colour.
• Think about winter: leave dead plants in place for structure and insects.
• Garden ecologically: avoid pesticides and leave leaves and branches on the ground for lively soil.
• Attract animals: feeding stations in winter and a water bowl in summer make all the difference.
• Dry flowers: ideal for creative projects in winter.
• Extend your gardening year: ordering seeds in winter provides anticipation and a flying start.
My garden, my inspiration
My garden is my personal oasis. After a day behind the computer, I find peace and new energy there. Being physically active, breathing in the scent of earth, getting my hands dirty and observing life among the plants: it helps me clear my head. Putting together bouquets and drying flowers to use creatively later on adds an extra dimension. This makes my garden a place I enjoy all year round – as a place to relax and as an inexhaustible source of inspiration.
Easter in Bloom
‘Easter in Bloom’ brings Easter outside. Spring bloomers such as Forsythia, Genista, Narcissus, Hyacinthus, Muscari and Bellis provide instant colour at the front door, on the terrace or in the front garden. Yellow, white and soft pastel colours immediately set the tone and create an inviting spring atmosphere: you want to go outside, you want to walk and exercise.
The plants are presented in carefully selected decorative pots that reinforce the Easter theme and create a festive, finished look. You want to make the most of the day. ‘Easter in Bloom’ translates Easter into a contemporary outdoor experience in which plants act as natural eye-catchers. The Easter feeling also becomes tangible outside: the first rays of sunshine on your face, new scents and colours. You want to make the most of the day.
BOLLMX-§HB53A
BOLLMX-§MA50A
NARCMX-HB10A Narcissus
FOINLY-30A Forsythia
FOINSP-SP19A Forsythia
GENIST-17A Forsythia
NARCMX-MA05A Narcissus
NATETE-HB21A Narcissus
NARCMX-ZNK16A Narcissus
NARCMX-ZNK09A Narcissus
NARCMX-ZNK24A Narcissus
NARCMX-ZNK36A Narcissus
PASEN-§ZNK019A
Ympa : sustainability that needs no explanation
Nowadays, sustainability is no longer an extra, but a basic expectation. Certainly in the green sector, there is a growing awareness that plants are only truly valuable when their story is right. With Ympa, we have therefore been working intensively on one crucial challenge in recent times: how do we make sustainability clear and tangible for the end consumer, without getting bogged down in complexity or technical jargon? The conclusion was clear. Consumers do not want explanations about certificates, labels or complicated chains. They want to know what a brand stands for. Short, honest and understandable. That principle is now at the heart of Ympa.
One clear message, without noise
Ympa’s offering has not changed. The underlying certificates and sustainable choices in the chain have also remained the same. What has changed is the way this story is told.
Ympa explicitly stands for:
• Sustainably grown plants and reduced water consumption
• Fair trade throughout the entire chain
• The lowest possible ecological footprint
No technical claims, but a clear promise. For consumers, this means trust. For retailers, it means a story that is easy to convey, without additional explanation or sales pressure.
Sustainability as a natural part of the product range
What is becoming increasingly clear is that sustainability no longer needs to be a separate category. It is an integral part of how consumers make choices today.
In shops where Ympa is sold, we notice that the brand is not seen as an ‘alternative’, but as a logical and conscious choice within the overall range.
A good example of this is the way Ympa is presented at Steck Utrecht. Not with large explanatory signs or technical explanations, but through calmness, coherence and a clear selection. The plants speak for
Sustainability does not need to be explained. It simply has to be right.
themselves, supported by a clear brand identity. This is exactly where sustainability becomes tangible.
Less explanation, more trust
Discussions with customers and retailers show that simplicity is crucial. Consumers do not want to be persuaded, but rather confirmed in their choice.
Ympa responds to this by:
• A consistent look
• A recognisable selection of plants
• A story that makes sense from cultivation to shop floor
This makes the brand accessible to a wide audience, without compromising on underlying sustainability.
Conscious use of ‘Ympact’, even beyond the plant Sustainability does not stop at the plant itself. Packaging, transport and presentation are also part of the story. More and more customers indicate that they are struggling with excessive plastic consumption in the sector. This awareness is not only present among consumers, but also among retailers themselves.
Within ympa, we are therefore constantly looking for solutions that:
• Reduce the ecological impact
• Remain practically feasible
• Fit within different sales contexts
Not through drastic changes, but through targeted improvements and cooperation throughout the chain. Growing interest, even across borders Partners such as Bioplanet show that there is room for plants that fit within a broader vision of sustainability and conscious consumption.
Although we are starting with targeted test projects this spring, interest in Ympa is remarkably broad. Not only in Belgium, but also in France and the United Kingdom, there is growing interest in a simpler and fairer sustainability story within the plant sector.
“Ympa does not want to make big claims, but it does want to show that change is possible.”
A realistic price for a conscious choice
Sustainable cultivation requires more effort — from grower to customer. This translates into different pricing. Nevertheless, it appears that consumers are willing to recognise this added value within a clear framework.
When the story is consistent and communicated effectively, it creates understanding rather than barriers. And that is precisely where Ympa’s strength lies: transparency without the need for explanation.
Step by step towards a more sustainable sector
Ympa does not want to make big claims, but it does want to demonstrate that change is possible. By simplifying communication, taking responsibility for choices and working with partners who share the same values.
Not as an end point, but as a beginning.
Because even in the plant sector, there are still great opportunities to make an impact in a way that remains feasible, visible and credible.
New kids on the block
Houseplants : Zamioculcas Lima
ZALIMA-12A
Houseplants : Tradescantia Pink Flame
TRPIFL-H17A
Houseplants : Monstera Holy Moly
MOHOMO-M125A
Houseplants : Tamarinde
TAMAIN-13A
Fairs 2026
NETHERLANDS
Date Event Location
18 - 19 march Flora Spring Expo
26 - 27 august
30/09 - 2/10
Plantarium | Groen-Direkt
Groot Groen, boomkwekerij
3 - 5 november Trade Fair
BELGIUM
Date Event
3 march Florall
25 august Florall
UK
Date Event
1 - 2 september Four Oaks Trade Show
8 - 10 september Glee
Aalsmeer
Int. Trade Centre Hazerswoude/Boskoop
GrootGroenPlus, Zundert
Aalsmeer
Location
Waregem EXPO
Waregem EXPO
Location
Cheshire
NEC Birmingham
Beerveldse Baan 4 - 9080 Lochristi - Belgium T +32 9 353 53 53 - info@floreac.com - www.floreac.com grow in green