We specialise in developing the most beautiful resilient varieties. Our constant innovation is inspired by our sense of what is possible.
How we create
The art of breeding
Our breeders use their expertise, knowledge, and creativity to develop new hybrids that surpass the qualities of their parent plants. The process begins with careful selection and controlled cross-pollination, followed by years of observation, evaluation, and testing. From thousands of seedlings, only a tiny fraction show the desired traits such as improved color, shape, fragrance, resilience, or vase life. These exceptional seedlings are further refined and rigorously tested under a variety of growing conditions. In the end, only one emerges as a truly successful new variety, ready to offer growers a reliable, high-performing plant that meets both market demands and consumer expectations.
Dedicated expertise
Our experienced plant selectors study thousands of unique plant varieties and pick out those that stand out for their beauty, abundance of flowers, disease-resistance and growth performance.
This dedicated expertise enables us to introduce outstanding new varieties.
Only the best make the grade
It takes years to develop a hybrid to the point where we are ready to introduce a new variety. The varieties that make it through the initial selection are cultivated and extensively tested. Only varieties with excellent scores for every characteristic are good enough for our collection.
We conduct tests in the Netherlands, Latin America and East Africa so we can assess how the same variety performs in different climate conditions.
Innovation
We anticipate emerging developments, even if there is no immediate demand. Our experiments with (semi-)cold growing techniques are a good example. These cultivation methods produce better and more resilient varieties that thrive in a low-cost environment. This results in high-quality roses with a low cost price per square metre and roses that thrive in regions such as East Africa and Latin America.
