NEW YEAR, NEW HOUSEPLANT

but has the green revolution reached its peak?

The new year is only four days old, and the weather is typically dull, grey, and gloomy. Strong winds push my car along to Wommelgem, which is around 8km east of Antwerp. Here I meet Dirk Mermans inside his newly built greenhouse complex packed with tropical foliage plants. He shows a high degree of New Year optimism; tropical foliage plants have yet to reach peak popularity and while rising input prices will test his resilience, they will also lead to improved market equilibrium.

Dirk Mermans, “We have had two very unusual years with crazy trading.”

AUTHOR AND PHOTOGRAPHER: RON VAN DER PLOEG The Christmas tree still occupies pride of place in the entrance hall of the company’s new office building. But while Twelfth Night traditions will seal its fate, Dick Mermans’ tropical houseplants may be the answer for many homes looking for greenery to brighten up the place.

THE OUTLOOK FOR 2023

On 19 November 2022, the Flemish hortipreneur finally gathered business associates, friends and family to celebrate his 50th birthday. For the now 52-year-old, it was also the day to host a grand opening of his new greenhouse and office building, just in time for January’s boom in houseplant sales. “It continues to be a peak price period,” says Mermans. “We have had two very unusual years with crazy trading. However, over the summer of 2022, the industry saw the first oversupply of Monsteras and Alocasias. I feel that the energy crisis will eventually lead to a shakeout, consolidation, and a more balanced supply and demand. At the same time, we see that consumers are tightening their purse strings as the cost-of-living crisis continues. So, I am not sure what this all means for 2023. As we speak, garden centres and cash and carry stores across Europe are filling their shelves with tropical foliage plants, but the pertinent question is whether this will translate into repeat sales. Ideally, the post-Christmas peak is followed by several smaller peaks throughout the year. Only then, we may conclude we are on the track.”

Workers at the potting line keep the production stream going.

STAYING FOCUSED DESPITE A MYRIAD OF CRISIS

Mermans refuses to lie awake, thinking of a crisis. “Between 2007 and 2008, a crisis engulfed the global financial sector; we have seen periods with less demand for foliage plants. Currently, global prices for natural gas and electricity are soaring while Russia is waging its war against Ukraine. Basically, in life, there is always a crisis. I prefer to live on my own terms, be as independent as possible regarding harvesting my own cuttings and focusing on quality to keep things going.”

THE GOOD NEWS

The good news, says Mermans, is that houseplants have yet to reach peak popularity. “The green revolution is still ongoing, at a slower but still steady pace. Trends always make a return. So, it is interesting to look at the 1970s and 1980s when people lavishly decked out their homes with houseplants. So far, we still haven’t reached that level. Trends usually last for 10 to 15 years, so considering that the houseplant boom began around 2017, there is room for growth. And all trend- talking aside, there is always a market for green foliage plants. The only thing that happened was that people were thinking: the sky is the limit, and everyone can grow a decent houseplant. This put pressure on the market.”

THE NEXT GOOD CHALLENGE

Situated on land a century ago dotted with cold frames in which smallholder farmers grew their vegetables, Mermans now stands here as a fifth-generation grower. His business now ranks among Belgium’s top largescale tropical plant growers. He says, “There’s a handful of smaller plant growers, but in terms of decades-old heritage nurseries, there are only a few of them in Belgium. Small and large growers combined; I reckon there’s between 12 to 15 ha dedicated to growing tropical plants.” Dutch constructors completed the company’s newest greenhouse in January 2020, with Mermans now ready for the next good challenge. He explains, “As a tropical plant grower, I am caught between two realities; the eternal quest for something new and original and an industry which is not particularly famed for its breeding breakthroughs. The most common practice is done by modern plant hunters who collect plants in the wild, try to tame them into the pot and subsequently protect them with breeders’ rights. I want to do things differently by actually breeding new houseplants. It certainly will be an endeavour, and no success is guaranteed within five years. I consider it more as a long-term investment.” Mermans knows it will not be an easy job. “When reproducing foliage plants, you will need flowers. Then, if your extensive breeding work has resulted in a new tropical foliage plant, it will have to prove itself more than a flowering plant, as there is no additional benefit of colour. For example, an exciting new colour in Gerberas, automatically means a new Gerbera.” To speed up his plans in plant breeding, he will soon meet some of the country’s plant scientists to establish a partnership. Business expansion in breeding requires additional space, which is why more recently, Mermans acquired a part of the neighbour’s land on which he hopes to build yet another new greenhouse.

ENERGY

Other important investments include a new co-generation plant; and a new double-energy screen installation. The future of the energy market is hard to predict, he says. “One advantage of being a Belgian grower is that you’re entitled to subsidies for new co-generation plants. All-in all, I would say that if you manage to operate your co-generation plant smartly, and if there’s no need to lighten your crop, you may be able to keep your energy costs under control reasonably well. But this means that you need to keep an eagle eye on the daily prices for energy products when selling electricity to the grid.” Mermans grows around 230,000 houseplants per year,

including Monstera, Clusia, Strelitzia, Philodendron, Tetrastigma, and Schefflera coming into pot sizes between 12-38cm. His customer base includes garden centre chains and cash and carry stores across Europe. Up to 70 per cent of his houseplants are soil-grown, and the remaining are hydroculture plants. In the latter range, he needed to increase his prices slightly. Prices for soil-born plants have remained unchanged so far. “I’ve told my customers that I am willing to bear the first brunt by not raising my prices. If things start to get out of control, I will be back to discuss a new pricing strategy with them. No one wants to end up in a situation where you price yourself out of the market. That is when your plants at the final point of sales become too expensive and remain unsold.”

SNAPPING BACK INTO NORMALCY

Speaking of outrageous prices, Mermans is happy that his life as a plant grower has snapped back into pre-pandemic normalcy. “Bids were made for €300, €400 up to €1,000 for extremely rare plants.” Pondering over the current economic climate, he says that despite the myriad of crises, there is too much money in circulation with private equity firms focused on increasing the value of their investments. “Even within our sector, private equity buyouts have involved entrepreneurs at the forefront. How this will work out in the future remains to be seen. The fact is that these transactions deserve my admiration because they are proof of clever entrepreneurship.”

DOING THINGS BETTER

The semicentennial says he is still too much of a doer who is always questioning how things can be done better. His webshop Plantlovers.eu, launched in the spring of 2020, represents approximately 10 per cent of this turnover but is volume-wise less significant. The webshop is now ready to grow into a more mature business venture. “That is an online plant delivery service which sells not only Monstera variegata but a wide range of different quality houseplants, supported by an even better back office and marketeers. If there’s gold in these online pixels? It’s not only bling-bling in online plant delivery. Successfully engaging with the end consumers can be a pain, requiring a lot of patience and energy. Plus, there is a delay with plant health certificates at UK customs post-Brexit, and then there are the time-consuming packaging, labelling, emailing, and shipping. As a result, you cannot earn money by putting a €5 euro plant in a box. As a grower, you really need to put value in that box. Why do luxury car brands earn money while others do not? Because they sell much more value for money.” Mermans concludes by saying that from all the aspects of plant growing, the entrepreneurial part is what attracts him most. “My competitive spirit motivates me to hold steady in the face of adversity. We all know that online sales dropped significantly last year. Back in 2013, the market for tropical houseplants was sluggish. Even then, I loved to swim against the current. The good thing about the current testing business environment is that it will speed up the energy transition and single out the young boys from the mature ones. One will quickly realise that you cannot produce just blindly with the thought that one day you will be selling your products. It would help if you had products, customers, stock, and customer liability. I want my customers to think that when ordering at Dirk Mermans, the quality, price and service are good, and there are no problems.” A treasure trove for plant lovers: an impressive collection of variegated Monstera.

Holland Horti Week

AUTHOR & PHOTOS: :RON VAN DER PLOEG. FloraCulture International spent the second week of November 2022 at the Greater Amsterdam Expo and Royal FloraHolland Aalsmeer, visiting the two shows that make up what is unofficially known as Holland Horti Week. Here are a few highlights. At the same time, mark your calendars for Horti Week 2023, taking place between 8-10 November 2023.

The world’s floriculture industry gathered at the International Floriculture Trade Fair (IFTF) between 9-11 November 2022 in Vijfhuizen, the Netherlands. The focus was cut flowers at the Greater Amsterdam Expo (formerly known as Haarlemmermeer Expo). Exhibitors include all the big names in flower breeding, while distributors, wholesalers, brokers, and florists make up the most significant portion of visitors. Launched in 2010, the three-day event hosted a strong contingent of first-time exhibitors this year. In breaking with tradition, the IFTF show took place one week later than usual. This date change allowed industry professionals from southern Europe to travel to the Netherlands after the peak sales period for All Souls’ Day. One of the highlights was the international ‘Flowers by Sea’ conference, held a day before the exhibition started. This year saw large swaths of international flower growers participating, offering cut flower purchasers from around the globe to discuss new varieties, services, and contracts for the new selling season. At the lavishly decorated stand of FSQ, a Dutch-based distributor that makes Ecuadorian roses available on the European market, the grassheart rose ‘Veggie’ stood out as showstopping, featuring cabbage-like blooms in creamy white and edged with light green. French rose breeder Meilland showcased what is arguably one of the most versatile roses ever. Featuring sprays of tiny, buttonlike blooms in pale pink, this pretty miniature spray rose adds volume and whimsey as a filler flower in mixed or mono bouquets. Marketing manager Adrian Soulié notes that Gypsy lasts between 14 to 18 days in water and is currently grown by the 60-ha flower farm Penta Flowers from Kenya. At an altitude of 1,600 metres above sea level, the variety yields between 180-200 stems/sqm and is highly resistant to diseases. To date, Gypsy is only available in soft pink, but Soulié says more colours are in the pipeline. Speaking of fillers, German plant breeder and seed firm Benary put its Ptilotus exaltatus ‘Matilda’ back into the limelight following its successful debut at the 2022 FlowerTrials. ‘Matilda’ ’s premiere transported us back to the FlowerTrials in 2008 when the Benary staff cladded in T-shirts with a large Kangaroo print on the front and announced the arrival of Joey, the potted plant version of Ptilotus exaltatus, an Australian native plant that bears the same name as baby kangaroos in Australia. ‘Matilda’ stands 70cm tall and has large conical spikes of feathery pink flowers, which top sparse but hardy green foliage. According to Benary’s marketing manager Gundula Wagner the flowers last for at least two weeks in water and create impact when used as a focal flower in flower arrangements or as a filler flower in mixed bouquets. The flower is currently grown by Sami Sachi flower farm in Ecuador. The new white rose Noëlia from breeder Jan Spek Rozen has been successfully tested under Dutch growing conditions where stem lengths reach 60 to 80 cms. This elegant white rose with full heads, and luxurious petals are currently grown by Van der Hulst

Rosa ‘Veggie’ is a creation from rose breeder Schreurs.

IFTF exhibitors include all the big names in flower breeding, while distributors, wholesalers, brokers and florists make up the biggest portion of visitors.

Trade Fair Aalsmeer 2022: stand French/Italian rose breeder NIRP.

Rozenkwekerijen in Meterik in the southeast of the Netherlands. Also created by Jan Spek Rozen is Rosa ‘Milou’ with stem lengths varying between 60-80cm. The deep yellow blooms nicely contrast with the deep green foliage, and with an excellent shelf life, Milou makes a perfect retail rose. Running parallel to the IFTF was Trade Fair Aalsmeer, offering buyers an unrivalled opportunity to browse and buy from the world’s largest selection of plants and flowers brought together under one roof by Royal FloraHolland. Dutch potted plant growers dominated the 25,000m� show floor, bringing their staple ornamentals, such as potted Phalaenopsis, Kalanchoe, and potted roses, as well as exciting niche products, under the attention of a global audience. Trade Fair Aalsmeer is renowned for its New Product Showcase, which focuses on novel flowers and plants. This stage also hosted the nominees for Royal FloraHolland’s Glass Tulip Awards 2022/2023. An advisory committee and panel of expert judges shortlisted the nominees across five categories: cut flowers, green foliage plants, flowering houseplants, garden plants, and marketing concepts. An additional 30 novelty plants were displayed, automatically vying for the 2023/2024 Glass Tulip Awards. Bredefleur’s ‘Apricot Fudge’ is a lily, but its very unusual shape is hardly recognisable. The novelty LA hybrid features giant Freesia-like blooms with two rows of short, rounded petals and a cluster of stamens that prominently rise above the petals. In December, it was crowned winner of the 2022/2023 Glass Tulip Award in the cut flowers category. De Hoog Orchids from Pijnacker showcased Rhynchostylis gigantea ‘Aromatique Evoke’, a niche-type orchid which spreads a delicately fresh fragrance at the right temperature. The orchid also scooped up the Glass Tulip Award in the category of flowering houseplants. Among the showstoppers was also Celosia ‘Hot Tropic Reef’. This plant has brightly coloured combs in red and orange that resemble coral or cockscombs. This plant ended first in the Glass Tulip Awards Garden Plants category. Both shows were well attended, with the high energy prices, the strong dollar against the euro, Russia’s war against Ukraine and the new online flower auction OFA being on everyone’s lips. Rosa ‘Milou’ from Jan Spek Rozen.

Rosa ‘Gypsy’ in soft pink looks impactful when used as a focal or filler flower. The blooms of Celosia ‘Hot Tropic Reef’ resemble coral. Bredefleur’s Glass Tulip Award-winning Lilium ‘Apricot Fudge’ is much more than just a lily.

JANUARY 2023

6-8. INDIA

Flora Expo India at New Delhi’s NSIC convention centre. www.floraexpo.com

17-19. FRANCE

35th edition of SIVAL, France’s iconic agricultural trade show at the Parc des Expositions in Angers. www.sival-angers.com

18-20. UNITED STATES

The 50th edition of Tropical Plant International Expo (TPIE) at the Tampa Convention Centre. www.tpie.org

24-27. GERMANY

IPM, the world’s premier horticultural trade show at Messe Essen. www.ipm-essen.de

24.01. GERMANY

The 13th International Grower of the Year (IGOTY) Awards 2023 and the 2nd Young International Grower of the Year Awards 2023. Organised by AIPH, it is taking place at the IPM fairground at the Atlantic Hotel alongside IPM Essen, Germany. www.aiph.org/event/igoty-2023

20-29. GERMANY

Grüne Woche, international green week Berlin. The world’s largest consumer and trade fair for food, agriculture and horticulture. www.gruenewoche.de

FEBRUARY 2023

3-7. GERMANY

Christmas World in Messe Frankfurt. www.christmasworld.messefrankfurt.com

8-10. GERMANY

Fruit Logistica at Messe Berlin. www.fruitlogistica.com

16-18. TÜRKIYE

The Flower and Plant Show at Tüyap Fair and Exhibition Centre in Istanbul. www.en.flowershow.com.tr

22-24. ITALY

MyPlant&Garden at Fiera Milano. www.myplantgarden.com Syngenta Stand at the last IPM Essen in 2020.

GERMANY

IPM Essen returns after a three-year wait

IPM Essen, the world’s premier horticultural trade exhibition, will finally return in January to Essen, Germany, after a three-year break because of Covid-19. According to Oliver P. Kuhrt, general manager of show organiser Messe Essen, IPM Essen is unique. “Nowhere else can industry professionals find such a comprehensive overview of global ornamental horticulture.”

In an absolute first, this year’s IPM Essen show will feature its Horti Tech Innovation Centre, showcasing how modern technology can be an instrument to make horticultural production fit for the future. Great Britain is a partner country at the 2023 IPM Essen plant show, taking place at Messe Essen between 24-27 January 2023. A strong contingent of breeders, tech firms and horticultural suppliers will fly the British flag in the UK pavilion built by the Commercial Horticultural Association (CHA) in collaboration with the British Department for International Trade (DIT) and the British Embassy in Berlin. The show’s International Horticultural Forum will discuss the latest developments in ornamental horticulture in Great Britain. At this AIPH-International Association of Horticultural Producers-approved International Horticultural Trade Show, organised by Messe Essen, there will be guided tours across the fairgrounds. These will be based on the visitor’s preferences and interest in specific products or services. They will be taken to the appropriate exhibitors stands that fits their needs. For example, there will be tours revolving around discussing climate trees and perennials. For more information, visit www.ipm-essen.de

23-29. NETHERLANDS

TuinIdee, garden show at the Brabanthallen in Hertogenbosch www.tuinidee.nl

25.02-05.03. FRANCE

The Salon International d’Agriculture (SIA) will be hosted at Paris Expo Porte de Versailles. www.salon-agriculture.com

MARCH 2023

3-5. UNITED STATES

Great Lakes Floral & Event Expo 2023 at DeVos Place Grand Rapids, Michigan. ww.glfee.com

4-19. CHINESE TAIPEI

TIOS at Orchid Biotechnology Park in Tainan. www.tios.tw

7. BELGIUM

Florall, Belgium’s leading horticultural trade show at Waregem Expo. www.florall.be

8-10. ETHIOPIA

Hortiflora Expo at the Millenium Hall in Addis Ababa. www.hortifloraexpo.com

21-23. MEXICO

GreenTech Americas at the Querétaro Centro de Congresos, in Querétaro, Mexico. www.greentech.nl/ americas

23.03-14.05. NETHERLANDS

Keukenhof, one of the world’s most beautiful spring gardens. www.keukenhof.nl

29.03-02.04. AUSTRALIA

Melbourne International Flower and Garden Show at the Royal Exhibition Building and Carlton Gardens. www.melbflowershow.com.au

APRIL 2023

01.04-22.10. SOUTH KOREA

Suncheonman International Horticultural Garden Expo 2023 in South Korea. www.scbay.suncheon.go.kr

23.04-31.10. TÜRKIYE

International Horticultural Expo 2023 Onikişubat Kahramanmaraş. www.expo2023.org