In the 20th century, bulbs for flower production were planted outdoors in crates. There, they underwent the cold period (winter) they needed, before being brought back inside about 14 weeks later and forced into bloom with warmth. It was very labour-intensive and difficult to plan when you would actually have flowers.

We subsequently began planting indoors in large crates with potting soil and storing them in cold rooms. This was already a major improvement – working conditions were much better, and because everything was cooled, planning became much easier.

Now we’re ready for the next step: forcing everything on water, with no more need for potting soil!
Water is recirculated and transport is automated, reducing labour. This way we can responsibly and sustainably produce flowers that remain affordable for many.