Nearly 100 delegates from 10 countries traveled to Amsterdam, the Netherlands, to attend the 51st Annual Convention July 5-7 and spend some quality time networking with industry friends and colleagues. The members were thrilled to finally meet in person for the first time since 2019. Traditionally co-hosted by one of the members, this year’s special edition was organized by Fleuroselect in honor of the 50th anniversary of the organization in 2020.
Delegates welcomed Founder and Honorary Member Simon Groot to open the celebrations by explaining the origins of Fleuroselect leading to its founding in 1970. Afterwards, Sally van der Horst and Ann Jennen, past and present General Secretaries, reflected on the rich history of the organization and shared recent developments. showing the strength of the organization as it is today.
Three new members join Fleuroselect
At the Annual General Meeting, current members welcomed three new businesses to the organization. The Newey Group supplies premium quality container grown perennials and shrubs/coatings, cultivated and seed grown bedding plants and premium quality trees, shrubs and berries to commercial growers and retailers in the UK market. Diffusion morels provides bulk cyclamen seed to young growers and horticulturists around the world. Each year, more than 300 varieties are sold in more than 70 countries. Clematis, the source of good climbers sells more than 1.5 million young plants (rooted cuttings) and more than 1 million finished plants every year in more than 40 countries on 5 continents. The company has 70 varieties of clematis and 11 other climbing varieties.
The importance of flowers and plants in the cities of the future
Delegates were treated to an inspiring panel discussion led by young entrepreneurship experts on the role of plants and flowers in urban life.
Nina Sickenga, founder of MOSS & HRBS, specializes in complete ecological design projects ranging from tropical interior gardens and intensive green roofs to urban agricultural projects. Denise Stuur and Jorrit Jager, both landscape designers at Deltavormgroep, are specialized in the field of spatial concepts and inclusive conceptions of nature. Representing WE THE FUTURE, Jacintha Scheerder asked an important question: “What about plants in the cities of the future? Finally, Tom van Ruitenbeek and Sam van der Zanden from upper flower shared their concept of sustainable plant service for balconies.
Learning from the past, meeting the needs of the present, caring for our future
To illustrate the theme of the Convention, visits to sustainable green projects in the Amsterdam area have been included in the program. The first stop was an informative visit to Circle, a platform on Amsterdam Zuidas, which was designed and built according to circular principles. The roots of Dutch horticulture came to life in Nursery Historical Museum in Aalsmeer, including a small Dutch auction in the original auction house. The development of horticulture in the Netherlands has been accurately explained here using historical documents, photos and gardening tools. Delegates also had the opportunity to admire an extensive collection of plants and heirloom varieties in the expansive display garden. At Floral art museum, delegates toured ‘The Floral Album’ exhibition and attended the book launch of ‘Bloom: Art, Flowers and Emotion’, showcasing key works of art from the Tate Gallery in which flowers play a central role. foreground, by Rachel Giles. Finally, the delegation visited FloriWorld. Looking at today’s horticulture, this new initiative offers a fun and educational exploration through the world of flowers and plants, raising awareness of how flowers and plants contribute to well-being and health.
2023 Gold Medal Winners
The annual convention ended at De Kas restaurant in Amsterdam for the closing dinner, where gold medals were awarded to the 2023 winners. Four varieties excelled in the judging criteria, including innovation, practical use, flowering and performance in the garden. Fleuroselect President Karol Pawlak and Corporate Secretary Ann Jennen presented certificates and medals to the winners:
- Peter Denney, Managing Director of SeedSense for Helianthus annuus Lemon Cutie
- Gerard Werink, Commercial Director and Juul van Loon, Head of International Affairs at Syngenta Flowers for Helenium autumnale HayDay Golden Bicolor
- Anne Leventry, President and Carsten Leth, Global Commercial Director of Potted Plants at PanAmerican Seed for Rudbeckia fulgida var. sullivantii Goldblitz
- Rob van der Voort, owner at Van Hemert & Co for Verbena bonariensis Vanity
2023 – United Kingdom
The 52nd annual Fleuroselect convention will take place in the summer of 2023 in the UK. Highlights will include visits to Floranova, Mr. Fothergills and the RHS Hyde Hall testing grounds.