Love flourishes at Gediflora

It is February and shop windows are turning red. February is the month dedicated love. The workplace is a place where colleagues interact in a professional manner. But sometimes a romantic spark can be spotted in the workplace. At Gediflora, for instance, we also have 2 lovebirds within the team. We invite them to share their boundless love story with you.

A boundless love story

Aleksandra (32) and Michal (33) are both of Polish origin, met 11 years ago in the Netherlands and have been living/working in Belgium for 10 years. They met in an apartment building in the Netherlands where they rented flats on different floors. “Our acquaintance is actually a funny anecdote,” Aleksandra has to admit. “One day my doorbell rang and Michal was at the door with a laundry basket in his hand. His washing machine was broken and he asked if he could use the washing machine this one time. One thing led to another, and 10 years later I am still doing his dirty laundry,” Aleksandra laughs.

Michal: “My neighbour had told me that there was a sweet Polish girl living on the 6th floor, and I thought maybe I could get in touch with her that way.” A few months later, they came together to Belgium where they started living together and they are happily married for four years now.


The fact that Aleksandra and Michal work in the same company means that they see each other a lot. “The advantage is that we can always drive to work together which means we only need 1 car. Financially, that is a big advantage,” says Michal. Real disadvantages the couple do not immediately experience from working in the same company. Aleksandra: “We do work in the same company, but we don’t have to work together very often. Michal is more active in production and I am part of the breeding team. We also try to be professional during breaks. During his breaks, Michael sits with his colleagues from production and I sit with my colleagues from breeding. During working hours, we are colleagues rather than a couple.”

Their love sealed

In 2019, the couple got married. Surrounded by family, friends and some close colleagues, they said I DO to each other. We wish these lovebirds lots of happiness in their professional as well as romantic lives.

Happy Valentine!










The end of the year is in sight. Therefore, we would like to take a look back at some memorable moments of this festive year 2022.

70 Years. 3 Generations. We can hardly believe it ourselves. Gediflora is the result of 70 years of ambition, dedication and hard work. Not only by our team, but also by our customers. This is why we chose to honour both our customers and staff on the occasion of this milestone.

This year, we treated our top team with cinema tickets, a massage@work, a cocktail workshop, smoothies and various delicacies.

Among our customers, we were pleased to raffle off 70 balloon rides in our colourful Mum balloon. A unique opportunity and an unforgettable experience for the winners. For those of you who were not there this time: we are planning many more years so keep an eye on our social media for future actions!

During the 2022 chrysanthemum season, we launched our “It’s your Mument” campaign for a 3rd time in a row. During this period, we inspire our Mum community by sharing fun atmospheric images and tips & tricks on our social media channels. We are therefore proud to announce that our community has grown by 13 000 new followers this year.
We would like to thank you for the past year and look forward to making it a thriving 2023 together with you.

Thanks to our golden combination of unique genetics, strict selection and daring creativity, we can welcome several new varieties to our range this year. This year we are proud to present 8 new varieties: Umbra Orange, Umbra Red, Tekoko Yellow, Koori Orange, Muga Merlot, Baria Orange, Sorini Pink & Senga Pink.

Tekoko Yellow

Tekoko is a spider type chrysanthemum, which even when in bud cannot hide the fact that it is different from the classic chrysanthemum. The Tekoko produces large and brightly coloured flower buds that open in week 38 into a large, intense yellow flower, that perfectly matches the copper-coloured flower of the Tekoko Orange. The Tekoko feels most at home outdoors, but is also suitable for obscured cultivation. Our tip: the Tekoko could be Baoli’s little brother or sister, as they are the perfect match in growth and flowering.

Koori Orange

Our team is unanimous: the Koori will be one of the best sellers in our assortment. It is one of those varieties that you cannot categorize but which you immediately know definitely has a future. An incredibly strong plant, an attractive flower bud, a large double flower with a two-tone look and now also available in orange. The Koori has a  dark, shiny foliage and is suitable for cultivation in a greenhouse or outdoors. In addition, Koori fits all pot sizes. Naturally flowering in week 39, Koori is also perfectly suited for obscured cultivation. It is an absolute winner in the making !

Umbra Orange & Red

“That gorgeous flower !”  This is the answer we get again and again when we ask the growers why they like the Umbra so much. The Umbra variety clearly stands out from all other varieties when it comes to the quality and size of the flower. With a flower diameter of almost 7 cm it is by far the largest flower in the range.

The launch of Umbra Orange and Umbra Red means that this top plant is now available in four different colours. The Umbra is ideally suited for outdoor cultivation and thrives in both large and small flower pots.  However, as it is not one of the strongest growing varieties, it is better in this case to choose another variety for diameters of 55 cm or larger. It naturally flowers in week 36, but keep in mind that this depends on the weather conditions and therefore varies accordingly. Due to its long shelf life, the Umbra is the ideal variety for all those growers and retailers who are looking to add extra consumer value to their assortment.

Muga Merlot

‘Muga Merlot’ not only sounds like the name of a red wine, but it also has the appearance of one of the best red wines due to its colour which varies between ruby red and velvet purple. The strongest selling point of the Muga Merlot, which flowers outdoors in week 40 and indoors in week 41, is its unique colour, as well as being a very consistent plant which stands out for its evenly balanced growth. The Muga Merlot grows exceedingly well, is extremely robust and has an excellent shelf life. It is therefore the perfect addition to the range for those looking for real added value.

Baria Orange

Did you know that Baria is the name of a major pepper producer? No wonder then, that this perfectly matches the high standard of our new  introduction: the Baria Orange. The Baria is a real eye-catcher with its two-coloured bright orange flower which is both distinctive and visually very attractive. And that is why you can be sure of one thing: once your customers have ordered a Baria, they will definitely come back for more. Baria Orange flowers in week 41, is a beautifully adaptable plant and stands out for its uniformity. A superb addition to our assortment.

Senga Pink

Senga has meanwhile become a fixed item in the assortment of many growers. This year the Senga range will get a little brother or sister: the Senga Pink. It’s an absolute winner in the making: it has all the strengths of the  Senga Mauve combined with a bright pink colour.  With its reaction time of 6 weeks, the Senga is ideally suited for obscured cultivation and retains its typically intense colour and large flowers even when grown in greenhouses. Our tip: When growing outdoors, avoid places where the soil is too dry for the Senga. Especially in the early stages of cultivation, it is important that it gets a good start. Finally, something worth knowing: Senga Pink, like Senga Mauve, has the characteristic that the flowers open gradually. This means that the variety can be offered and bought over a longer period of time.

Sorini Pink

Sorini is one of our most promising lines. With the launch of the Sorini Pink, the potential of the Sorini line is increasing all the time. The Sorini Pink is, just like the Sorini Mauve, a fast-growing plant with large, fully double flowers of 6 cm in diameter. The Sorini is especially suitable for outdoor cultivation, as in the greenhouse it grows a little too quickly. Due to its excellent growing ability, it is ideally suited for the larger pot sizes, easily filling flower pots of 21 cm without any problems.  Its reaction time of only 5 weeks makes it particularly suitable for obscured cultivation. By the way, we can already let you in on a little secret: even more colours will be added in the near future !


We hope you’ll love our new varieties as much as we do!

Do you have questions about these new varieties? Don’t hesitate to contact our commercial team:

Vincent Verbaeys:
Rene den Hoed:
Jens De Busscher:

The construction of a new breeding greenhouse is not only challenging but also an excellent opportunity to take a closer look at our strict hygiene procedures and fine-tune them where necessary to suit our new infrastructure.

To better counter the spread of diseases and pests, a modern hygiene entrance has therefore been fitted in the new greenhouse with individual changing rooms and work clothes that must not leave the greenhouse. Moreover, the hygiene entrance is also equipped with a new sanitation station where hands and shoes are thoroughly disinfected before entering the greenhouse.

After all, hygiene is the cornerstone of our organisation. By implementing effective  phytosanitary measures, we are able to deliver healthy propagation material that the customer expects from us year after year.

Meanwhile, the new greenhouses are now fully operational. We have already noticed that they will be at the heart of many inspiring introductions in the near future !

Earth Day takes place on 22 April every year. The main purpose is to raise awareness about the importance of our planet and life on it. It is our aim therefore at Gediflora to do our utmost to help take great care of our planet.  Below you will find the various initiatives we have put in place to meet these challenges.

Connection to the  MIROM local heating network

Gediflora is connected to the local heating network of Roeselare (Belgium). A heating network offers an eco-friendly alternative to individual heating systems. The principle is quite straightforward: a large heating plant in this case, the incinerator of MIROM in Roeselare, distributes heat via an underground hot water pipeline system to companies and housing units where it is fed into the heating system of the buildings. The water, that is subsequently cooled down, then flows back to the heating plant, where it is reheated.

As a result of using this local heating network, Gediflora is able to reduce its CO2 emissions by more than 653 tons per year. That is approximately equivalent to 93 return flights to Australia.µ


Solar panels

There are also a large number of solar panels installed on the roofs of Gediflora. The total electricity demand at Gediflora amounts to 485 MW per year of which the solar panels provide 30%. This equals 18 performances of the U2 rock band, 1,168 sauna sessions and the supply of electricity for 138 families.

In other words, our solar panels generate 130 MW per year. Thanks to our solar panel system, we are able to reduce our annual CO2 emissions by 81.5 tonnes, which is equivalent to 40 return flights to New York.


Initiatives to use water in the best possible way

We try to use every drop of water as efficiently as possible. The rainwater is used for ebb-and-flow irrigation, spraying via the irrigation booms, high-pressure misting and drip irrigation. Click on the link below and read how we at Gediflora make an effort to use water in a sensible and responsible way:

World Water Day takes place on 22 March every year. That’s why today we are taking a closer look at our water footprint and the initiatives that we are taking at Gediflora to use water in the best possible way. It’s not only humans who need water to stay alive, plants cannot thrive without sufficient water either. That’s why we are trying to use every drop of water as efficiently as possible.

The rainwater collected on the roofs of the Gediflora site is reused in a variety of ways. For example, we use this water for ebb-and-flow irrigation, spraying via the irrigation booms, high-pressure misting and drip irrigation. Furthermore, all the water used on our premises is recirculated so that not a drop of water is wasted.

Water is a fundamental element for our plants. It goes through a long journey before it ends up on the plants. When it rains, the water collects on the roof of the storage building and the greenhouse. The water then flows into the rainwater cistern via the roof gutter. The water is then pumped out and passed through a UV filter. The result is pure water that can be used for irrigation purposes in the greenhouses and also for mixing with nutrients for our plants. All the water is then collected again and passed through the UV filter so that it can be used a second time.

Apart from this, at Gediflora we also make an effort to use water in a sensible way. In the summer, we only give the plants water at night to avoid loss of water through evaporation. Furthermore, the toilets and showers are also connected to the rainwater system, so that precious drinking water does not have to be used for this purpose.

Interesting fact : The volume of our water basin is 10,000 m³. This means that the amount of water we can store at Gediflora is equivalent to the capacity of 4  Olympic size swimming pools.

International Women’s Day is celebrated every year on the 8th of March. This is also the case at Gediflora. To mark this special day, we put our CEO, Elien Pieters, in the spotlight. She followed in her father’s footsteps 9 years ago and has been running the company ever since. We asked her a few questions to find out more about this impressive woman.

How do you manage to get all your employees to work as one team ?
By working closely with our employees and by sharing responsibilities with them. I believe in a horizontally structured organization. In this way you create responsible and self-managing teams. Regular consultation with our teams is a priority for me, in order to see how we can support them even more in achieving our targets.

Everything starts with the people you hire. It’s not only their skills, but above all it’s their attitude that will determine how successful your organization will be.

What’s the most important thing your parents taught you ?
Above all, they taught me to believe in myself. To have the courage to make your dreams come true is something they’ve always encouraged. They taught me at an early age that it’s more important to dare to do something than to be afraid of failing.

How does it feel as a woman to be at the helm of a multi-national company ? A woman in a man’s world.
I have never felt inferior to, or different from a man in that respect. Whether you’re a man or a woman, it makes no difference. So I don’t really dwell on it. It’s rather a matter of having self-confidence and knowing what you’re talking about that is the key.

Who inspires you ?
A lot of people inspire me, each one in their own way. I love listening to other people’s stories, their successes and failures, their experiences… I always learn something from it.

But the most inspiring person for me remains my mother. Her enthusiasm and joy for life have had a great impact on me. She taught me that enjoying what you do is the most important thing in life, that those who persevere win and, above all, that you should not be afraid of making mistakes. She believed in my abilities. For my self-confidence that was well worth its weight in gold.

How do you manage to maintain a healthy work-life balance ?
Proper planning is crucial!
Quality time? It remains a challenge to stay focused when at home to spend time with your children and your partner, and not to let your thoughts drift off to your to do list.

What would you say to women who are about to start up a business, but are not sure if they want to take the step ?
Any choice is a good choice, as long as you are prepared to give it your total commitment. Ask yourself whether starting and running a business is really what you want and if you are prepared to go all out for it. Above all, listen to your gut feeling. Be honest with yourself. Stay close to your inner self, that’s where the key to success lays.

What is your superpower ?
Being vigilant.  Quickly sensing what is needed to make progress, to expand. Being critical, very critical … is a superpower but can also be a pitfall.

Advice for your daughters
Practice and perseverance are the key to success. You will never reach the top unless you have enough willpower and demonstrate total commitment. If you really enjoy doing something, and if you put enough effort into it, then success is guaranteed !

If given the chance, what would you like to change for the benefit of all the women in the world ?
Education is an absolute must, knowledge brings strength of character and self-confidence.

Guilty Pleasure ?
Reading gossip tabloids (“blik en co”) when I’m at the hairdresser’s 😊 ;  Netflix binge-watching (no-brainer series)

Your favourite relaxation / favourite day ?
No wake-up call, copious breakfast, going for a walk, massage/wellness, nice food, going to bed early.

What do you like spending money on ?
Like many other women, I have a particular weakness for handbags …

Which book would you recommend to everyone ?
“The Power of Now” by Eckhart Tolle.

What would you like to do, apart from Gediflora?
There are still a lot of things on my bucket list, especially leisure-related activities which don’t involve too much thinking. 😊 Pottery is one of them, taking singing lessons (yes I like singing), even more yoga, …

Which of your achievements are you most proud of?
My greatest pride is really in my perseverance. Coming to the helm of an international company at the age of 27, I didn’t give it much thought, but now I do. The pressure of being No 1 in the world and the idea that it won’t last is always there. There is also the pressure of succeeding a ‘legend’ in the chrysanthemum world. And now realizing that you have continued to expand globally over all these years, gives the satisfaction that you haven’t done so badly. That’s a great feeling. None of this, of course, would have been possible without a dedicated team. After all, behind every leader, there is a group of strong women (and men too, for that matter).

This year, Gediflora will celebrate in a grand way the special bond we have with our cleints with a highly original promotion. On Valentine’s Day, we will announce that we will be giving away no less than 70 hot air balloon trips in our Mum Flower balloon in celebration of the 70th anniversary of our company. The lucky winners will be selected at random from our client base.

Gediflora values its clients

2022 is a jubilee year for Gediflora, as we will be celebrating the 70th anniversary of our company this year. For 70 years we have had an outspoken passion for chrysanthemums. Our passion for the trade and our enthusiasm have helped us to be among the best in the world. But naturally this would never have been possible without our clients. For this reason, on the occasion of Valentine’s Day, we would like to show our clients how much we appreciate them by giving away over the coming months no less than 70 balloon trips in our colourful Mum Flowers hot air  balloon.

The first 10 winners will be announced later this week. So, keep updated with our latest social media news to make sure you don’t miss the announcements !

Thanks to our golden combination of unique genetics, strict selection and daring creativity, we can welcome several new varieties to our range each year. This year we are proud to present 8 new varieties: Banfi White, Cipriani Pink, Osteria Orange, Possidi Yellow, Koori Pink, Pomax Pink, Tekoko Orange and Penera Red


It is sometimes remarked that in our profession we are sellers of beauty: in the case of Cipriani we can take this quite literally. The contrast between the intense pink flowers and the dark foliage reveals an unprecedented appearance. The perfect ball shape is our trademark, but rarely have we seen a product launch that matches this description perfectly. Cipriani reveals  its colour in week 36 and is therefore ideally suited for unobscured outdoor cultivation. It flowers shortly before the Arluno family, which makes it an excellent addition to our range. Its relatively compact growth makes it one of the few early varieties that also thrives in the greenhouse.

Banfi White

“Fireworks? A splashing drop of water ? A shooting star? Or perhaps a bottle of champagne uncorked with a pop ?” – these were just a few of the attempts to describe Banfi’s emerging bud formation. We have to admit, you have to actually see it with your own eyes to understand what it’s all about. The unique bud, the pure white colour, the single flower with its yellow heart and the fine petals create a very special effect. Despite its refined elegance, Banfi is incredibly hardy: its flowers are weather resistant and the plant is very resistant to soil-borne diseases. Naturally flowering in week 42 and a short reaction time of 6 weeks, makes Banfi extremely versatile and suitable for both indoor and outdoor cultivation We are convinced: Banfi will become a true future classic.

Osteria Orange

Aperol Spritz. In fact, that’s the best way to describe the extraordinary colour of the Osteria Orange. It is therefore no coincidence  that “osteria” means “inn” or “bar” in Italian, because this colour makes us think of a sunny terrace, an ice-cold drink and the bright blue sea on the horizon. Osteria flowers at the beginning of week 42 with flowers that are almost twice the size of the classic varieties. Its large flowers make it very appealing visually thereby making it perfect for an impulse sale. Because of its flexibility, this variety can be wrapped up in a sleeve quickly and easily. If you want to sell Osteria earlier, then you should keep in mind that there is a reaction time of 6 weeks. To be honest, although we shouldn’t reveal it yet, Osteria will get a little brother or sister next year!


Penera Red

Penera is one of the specialists’ favourites. Its companion, the Penera Mauve, has been part of our assortment for a few years now and has become a firm favourite with a large number of our customers. The Penera stands out with its bright colour and the unusually long shelf life of its flowers. With the introduction of the Penera Red, we want to continue the success of the Penera Mauve, because this variety combines all the positive features of the Penera Mauve, but with a dark red colour. Just like the Penera Mauve, the Penra Red doesn’t fade. The Penera flowers in week 39-40 and combines very well with the Possidi.

Possidi Yellow

For the majority of markets, yellow and white are the most popular colours in our range. That is  why we are eager to introduce our Possidi Yellow. As the sibling of the Possidi White, the Possidi Yellow is a perfect complement. Like the Possidi White, the Possidi Yellow is a spider type chrysanthemum that is best suited for outdoor cultivation. The lime-yellow flowers are larger than average and long lasting. Naturally flowering in week 39, Possidi combines very well with Penera, of which Penera Red is a new introduction this year.


Our team is unanimous: Koori will be one of the best sellers in our assortment. It is one of those varieties that you cannot categorize but which you immediately know that it definitely has a future. An incredibly strong plant, an attractive flower bud, a large double flower with a two-tone look and who knows, there may be even more colours to follow in the future. Koori has a  dark, shiny foliage and can be cultivated both in a greenhouse as well as outdoors. In addition, Koori fits all pot sizes. Naturally flowering in week 39 Koori is also perfectly suited for obscured cultivation. It is an absolute winner in the making !

Pomax Pink

With Pomax Pink we can tick off one of the boxes on our breeding wish list: an intense pink for the late flowering weeks. Moreover, Pomax Pink exceeds our wildest expectations with its perfect ball shape, strong root formation and its fantastic intense pink colour. And as icing on the cake, the flower has an attractive two-tone look that becomes even stronger as the flowering progresses. Pomax Pink joins Pomax Purple and Pomax Red. This mini family is an excellent choice for spontaneous flowering and obscured cultivation. When obscuring, allow a reaction time of 7 and a half weeks. Pomax is a flexible plant that is not prone to breaking or falling open and is therefore particularly suitable for being grown in larger sizes.

Tekoko Orange

Te Koko is an island off the coast of New Zealand. The island is known for its fantastic sunsets, and we couldn’t find a better description for the colour of our Tekoko: a stunning warm orange. Tekoko is a spider type chrysanthemum, which even when in bud cannot hide the fact that it is different from the classic chrysanthemum. Tekoko produces large and brightly coloured flower buds that open in week 38 with a large, intense copper-coloured flower. Tekoko feels most at home outdoors, but can also be perfectly obscured without any problems. Our tip: Tekoko could be Baoli’s little brother or sister, as they are the perfect match in growth and flowering.





On 4 January 2022 we celebrated the 40 years of employment of our breeder Wim Declercq. Exactly 40 years ago Wim started his career at Gediflora and for this reason a festive reception was given in his honour yesterday.

On Monday, 4 January 1982, Wim Declercq started his career as a picker at Gediflora, which at that time was still known as Georges Pieters and Son. After two years spent picking cuttings, Wim was given the opportunity to help with the packing and shipping of the cuttings. For several years he managed to combine these tasks but over time Wim was gradually given more responsibilities while working in the greenhouse. He eventually took charge of the mother plants, which at that time were still grown in Oostnieuwkerke (Belgium). He also took on planning tasks. This involved making decisions about which cuttings were to be used as mother plants and where and when they were to be planted as well as supervising this process himself. In 1987, Dirk Pieters, the founder of the company, started breeding his own chrysanthemum varieties.  The person actually responsible for breeding had given up after a few months, and that is how Wim’s career as a breeder began. Since the late 1990s, Wim has been working full-time on the breeding of our Belgian Mums and he is now proud  to call himself “head breeder” at Gediflora.  As a result of his expertise gained throughout the years, Wim has also been closely involved in the set-up of production sites in Brazil, the US and Kenya. Due to his exceptional knowledge of mother plants, which he still retains from the early days of his career, he also acts as advisor at these production sites.

The day started with a delicious breakfast accompanied by accordion music to provide a celebratory atmosphere. Elien Pieters, the current Managing Director of Gediflora, had especially written the personalized lyrics for a song which was dedicated to Wim as a way of thanking him for his 40 years of commitment. Elien: “He is not only a loyal employee whom you can always count on, but he is also my right hand in all professional matters.”

The day was rounded off with everybody enjoying a convivial drink. Furthermore his colleagues and Elien extended their warmest congratulations to Wim and expressed their hope that he would remain active in the company for a long time to come. So what is the key to being a good breeder according to Wim ? Wim: “To be a good breeder, you have to be passionate about your job and also be a little crazy.”

We are dancing into the new year because we have a celebration in 2022!
Next year, Gediflora will celebrate its 70th birthday.
We hope you are as excited about the year to come as we are!We wish you a happy end of year and a happy and healthy new year!The Gediflora Team

From March to October, the sky was brightened up with our colourful Mum Flowers hot air balloon. Consumers who purchased a Mum Flowers plant from Intratuin, Aveve or Oh Green during the 2020 Chrysanthemum season had a chance to win a trip in our brand new hot air balloon. At the beginning of March, our balloon took off for the very first time and over a period of 8 months, it could be spotted in the sky several times. We also gave away a few balloon trips to attentive  balloon spotters. People who shared a picture or a video of our hot air balloon on their social media had a chance to take to the sky for a once in a lifetime experience. Below you will find some pictures taken by our balloon spotters.

Gediflora’s mission, which is fully underpinned by its R&D department, is to provide growers with an extremely consistent, high quality, innovative, 100% ‘easy to grow’ plant assortment. As a trusted business partner in the market place, we (and the entire Gediflora team) decided to put this to the test by organizing a “Grow It Yourself” challenge.

In May, cuttings from three varieties were distributed to our entire team. Office staff, together with staff involved in growing and breeding as well as greenhouse staff were all asked to grow the cuttings into high value colourful Mum Flower plants. Naturally, our team members, all of whom who have green fingers, set to work with great enthusiasm.

Four months later, the time had come to judge the fully-grown plants. The judging of the plants was based on three criteria: size, shape and sturdiness and, was carried out by no one less than Christine Devolder, mother of the current Managing Director Elien Pieters. Christine had also been at the helm of the thriving Gediflora company for 30 years together with her husband Dirk.

In the first round, the Possidi White was judged. Christine carried out a thorough inspection of the self-grown plants, awarding each one points and then announced the three winners of this round. First place was awarded to our lorry driver Geert. Second place went to Vincent, our sales manager and third place went to Ward, our cultivation manager.

A few weeks later, it was time to judge the Senga Mauve. Again, our lorry driver Geert presented the best specimen; followed by Davy, our operations manager, and Emma, our newly appointed financial assistant.

After the third round, it was quite clear that our lorry driver Geert was the worthy winner of this first edition of the “Grow It Yourself” challenge. His efforts were rewarded with a trip in our colourful Mum-Flowers hot air balloon.

Our new trump cards for 2022 are on the table! We are looking forward to the new chrysanthemum season with great enthusiasm. This season will be extra special, because in 2022 Gediflora will be celebrating its 70th anniversary. This milestone calls for a celebration with a special edition. The cover and the content of our new catalogue have been tailored to match the festive spirit that will be felt  throughout the year at Gediflora.

Not yet received our new catalogue?
Click here to view it online:

Letting chrysanthemums finally transcend their association with churchyard atmosphere: this is one of Elien’s goals. 20 years ago, Elien would have had a good laugh if you had told her that this would be her professional future. Nevertheless, she followed in the footsteps of her grandfather George and her father Dirk and now runs the successful company Gediflora. You can read how she started her story at Gediflora here in the cover article of Sterck magazine:

Today, Elien is the third generation of the Pieters family who runs Gediflora. It all started with the tomato growing business of grandpa Georges. Dirk Pieters, Elien’s dad, turned the company into a global leader, cultivating ball-shaped chrysanthemums, together with his right-hand man Wim Declercq, who is still head breeder today. And as everyone knows, behind every great man stands a dedicated woman. Dirk’s wife, Christine, is no exception to that rule. In a nostalgic mood, we listened to the story of these three Belgian Mums pioneers. A story about a great deal of manual labour (in the field and in the office), about having the courage to make decisions and about their passion. And last but not least some good advice for young people: learn languages.


Wim and Christine, how were your first years in a family business?

Christine: “Right from the start, I was fully involved in the family business. I started at the bottom of the ladder, but gradually climbed up the rungs. It was a family business, with father, mother and son – who would later become my husband. My husband’s two sisters also worked in the company. It was a complete change for me, where I had to but also wanted to prove myself right from the start. We worked 7 days a week and in the little time that was left, I spent on administrative tasks. In the early days, that too was all done manually. I still remember when we finally bought our first computer.”

Wim: “I started here on 4 January 1982. That’s almost forty years ago. I started as a labourer and of course the business was quite a lot smaller then. When I started here, we were with just four employees.

I was hired as a picker and at that time everything was still done by hand: picking, planting cuttings, filling pots, setting out pots in the open, weeding, etc. We still grew our own mother plants here and at that time we were still working exclusively with chrysanthemums as the traditional flower for the 1st of November, intended for the Belgian and French markets.”


Dirk, was it obvious to you from the start that you would have to think outside the box to expand?

Dirk: “When I made the decision to take over my parents’ company, I already knew through my contacts that there was a huge international market for chrysanthemums that had nothing to do with the 1st of  November. From there, the idea grew not to focus on ten different products, but on one single product which would then be marketed worldwide. And then our ambition was to become as good as possible and to deliver top quality. When the French started to cross-pollinate and patent their plants in the 80s, I knew I had to make a decision: ‘Either I start cross-pollinating myself, or I had to look for something else’. There wasn’t much time to hesitate or wait, because it can easily take a good five years to market a new plant.”



Has that been the driving force behind your growth? The decision to develop and breed new varieties yourself?

Christine: “Absolutely. It’s thanks to our breeding activities that the company has been able to expand so fast and that we have become a global player. Of course, that is also thanks to my husband, who’s idea it was to bring new varieties onto the market.”

Dirk: “Starting our own breeding was indeed one of the most important decisions we ever had to make. If we hadn’t done that, it would have been over and out. Crossbreeding and pollinating is not difficult, but it is the genetics behind it that are important. That’s the information that’s worth its weight in gold. But to be able to implement this decision, of course you also need the right people. Who are you going to hire or have trained for that? I think that’s very important.”


Fortunately, with Wim in your ranks, you didn’t have to search too far for the right person…

Wim: ” That’s true, but it wasn’t like that from the start. Dirk had hired someone to take care of the breeding, someone who had studied. He then started the breeding, but at that time our company was not as big as it is now. This meant that he had to spend the rest of the time rolling up his sleeves and helping out elsewhere. In the end, he only stayed with us for three months. He wanted a job that was more in line with what he had studied. I then approached Dirk and said: ‘Dirk, take your time and look around for someone else, and  in the meantime I’ll take over. And that’s how I started as a breeder in 1988 and 33 years later I am still here doing it.”


The close relationships and minimal hierarchy between employees are typical for your company, aren’t they?

Christine: ‘”Yes, that’s true, and that’s what Elien is trying to do too. Keeping some distance from your employees is necessary, especially when the company is expanding. But we have given everyone the freedom to do what they like doing best. The driver is still the same one as in our time. He has been working here since 1984/85. This shows the strong bond that exists within the company.”

Dirk: “You have to have faith not only in yourself, but also in your employees. With this in mind, I have always given our employees some responsibilities. I was always asking them what they thought we could do better. And when we travelled abroad to see the flower trials, I took four or five employees with me. If you don’t get them closely involved, they may believe what you say, but if you give them the chance to travel with you, you can start brainstorming on the plane, or while you’re visiting the flower trials. I think that’s very important. And Elien does it the same way.”


That brings us to your adventures abroad.

Wim: “When we decided to start working together with a Dutch company, Dirk told me that he had been invited to go to America to see how the chrysanthemums grew and flowered there. My wife doesn’t want or dare to fly. I had already once made a flight in a small sports plane in Wevelgem, but that was all. Then I decided to take the plunge. I gathered all my courage and told Dirk: ‘I don’t care what it costs, but I want to go. I will never get this chance again in my life.’ He wanted to think about it for a while, and after a few months he agreed and said it was okay to come along.”

Dirk : “It is only when you go on site that you learn and that the eagerness to learn is very important. Wim was always my right hand, so he accompanied me. And my wife, being left handed, was my left hand.”

Christine : “We were always on the same wavelength. We never felt restricted in our ambitions. In fact, we always had the same ideas. We complemented each other very well.”


Didn’t your parents ever worry, Dirk? Weren’t they afraid that you were taking on too much?

Dirk: “No, I certainly never had that impression. My father knew my character, of course, and therefore gave me carte blanche so to speak. When I joined the company, there was still a lot of work to be done. At that time there was no talk of research and breeding. Sales were limited to Belgium and France. But suddenly the other European countries opened up together with Japan, America etc. I saw it as  a challenge and never really thought much about it. And my father supported me.”


Today, it is by no means easy to enter the international market, but in the past it must have been even harder, especially from a technological point of view. How did you approach this challenge and how did you find the right business partners?

Christine: “There is no question that it was more difficult in the past than it is today. We didn’t have any mobile phones and computers were almost non-existent. You still had to go to a travel agent to book airline tickets back then.”

Dirk : “In choosing our partners, I have always been guided by market reputation. The strongest party is the one that matters most to me. It is mainly a question of mentality and attitude. It’s not just about sales or turnover. For me, the main thing is that they have green fingers, are driven, and have the right attitude. Nothing else interests me, no matter how high their turnover is. And therefore it is important that you go and see for yourself. When we first started in America, I travelled to LA, New York and Texas myself. Because it is just like in Europe, a Spaniard is not like a Swiss and a West-Fleming is not like a Limburger. So you have to be out there in that market yourself and  get to know it.”


The beginning of the cooperation with Brazil has also been one of the milestones in the history of your  company, hasn’t it ?

Dirk: “Yes, that’s right. Again, my contacts played a decisive role. They convinced me to move the production of young plants to Brazil. Why? Because as a result the plants were much stronger and better. We needed those plants in February, March and April. What kind of weather do we have here during these months? The climate there is so much more favourable for our plants.”

Wim: “You couldn’t compare a cutting from Brazil with one produced here. Brazilian cuttings took root within 10 days, while ours needed 15, 16 or 17 days. Moreover, all their cuttings were the same. The difference in quality was enormous and that was decisive. Of course, there is also the price difference, but the main reason why we went to Brazil was purely because of the quality.”



Have you managed to establish a name for yourself on an international level as well?

Wim: “I have to say that I really had to adapt mentally, and today I feel that I was a bit to blame for that. This is also something I advise my children: it is important to learn languages at school. I remember saying to my French teacher when I was at horticultural school: ‘Hell ! I don’t need to know French to talk to my flowers.’ But how I regret not having done more to learn a foreign language ! When you are young, you think you don’t need to bother and at that age  actually you don’t realise how important language skills are. At horticultural school we had one hour of English a week. Nothing much at all. But later on, you go to America on business and so you learn by doing, by trial and error, but you manage. The first time we went to Brazil, we were sitting around the negotiating table with  five people of the Brazilian company. They, including the CEO, the planner and the person in charge, on one side and Dirk and I on the other side. At the start of the meeting they said: ‘Please, go ahead !’. We sat there with our mouths open, the sweat ran down my back, that is how nervous I was. Now I no longer feel nervous, but I was really sweating in those days.”


And to conclude, perhaps one last question: What were the highlights for you?

Christine: “The completely new complex that we started building here in 1989. That was phenomenal for us that we could build up such a business. We built beautiful offices and greenhouses and everything was equipped in a state-of-the-art concept. Another highlight was when my husband was elected Entrepreneur of the Year. At that time, we drove to Antwerp for the award ceremony, but we didn’t yet know that we had won. I guess, they had said it on the radio but we hadn’t heard it.”

Dirk: “When we quickly found a few good varieties early on, the international interest we received also increased. Again, through word-of-mouth. The varieties were sold as end products through auction and then people started asking: Where do these varieties come from? What kind of varieties are they? That is still the best way of advertising.”

Wim: “It may not be a highlight, but it’s a great story. Once, I went to America for half a day only. We wanted to see the flower trials but the people there hadn’t informed us that the plants were flowering far too late. They hadn’t told us there was no point in coming to America and that it would be better to delay the trip for a fortnight. So we flew to America and when we arrived there, one third of what we wanted to see was flowering and the rest wasn’t. Dirk immediately said: ‘No problem, within fourteen days you come back, full stop’. I left here on Saturday morning, went first to London and then on a direct flight to Los Angeles. I arrived there on Saturday evening, had to hire a car to drive an hour or two to Oxnard, went to the hotel to sleep, the next day I got up early, drove to the company, looked at the flowers and then flew back to Belgium in the afternoon. By Monday evening I was back in Belgium again. So I was only in America for half a day. Crazy but fantastic!”

Christine: “There are so many beautiful moments. If you ask me tomorrow if I want to do it all over again in the same way, I would say ‘yes’. I wouldn’t hesitate for a single second.  Despite all the ups and downs, I would definitely do it over again. I don’t regret a second of it.”

“You have to have faith not only in yourself,

but also in your employees.”

– Dirk Pieters

Zero defects – this term refers to a zero defect strategy which is used in the automotive industry and that we at Gediflora also want to implement in our own production process. This means that we want to eliminate any defects which may occur in our production chain. With this ambitious goal in mind, Gediflora introduced a “Track & Trace” system a few years ago. But how does such a  Track & Trace system work in practice and what advantages does it bring for the customer? In the following sections below, we will explain this to you step by step.

Track and Trace

  1. Cold storage

In the first phase, the incoming cuttings are allocated a specific place within the cooling unit, where they are scanned and checked. Any deficiencies or shortcomings can already be intercepted here for the first time. Our scanning system also informs the person responsible which varieties need to be made available for planting each day. Furthermore,  the system is linked to the production site from where the cuttings originate. This is important in the case of anomalies so as to be able to communicate as efficiently as possible and to take remedial action if necessary.

  1. Placing in the greenhouse

After the clearance and cooling phase, the second phase is to place the cuttings in their designated greenhouse. During this process, each tray is assigned a specific location. Both the table number and the label of the tray are scanned. In this way we know not only where the cuttings come from, but also when they were planted and where they are located within the greenhouse. The various pieces of our complex production puzzle are now gradually coming together. Our Belgian Mums now get a few weeks to grow undisturbed.

  1. Quality

We work with living material, so that’s why quality control is one of the most important links in our production chain. Any cuttings that do not meet our strict standards during scanning are removed. This means that they are not included in the picking process and as a result do not reach our customers. Our quality control managers then communicate again to our production sites any errors and defects that have occurred so that  any possible problems can be prevented in future deliveries.

  1. Order picking

Order picking is a job for specialists, but fortunately our Track & Trace system gives them a helping hand. For each tray that is prepared for dispatch, the system checks whether it is the right variety and the right quantity. In this way, we can reduce the error rate in the packaging process to zero. Any defects are corrected here so that the customer receives the correct quantities and the correct variety.

  1. Shipping

In the final phase, the cuttings are loaded and undergo a final check. They are scanned one more time before being dispatched, so we can be sure that the correct order will be delivered to the correct customer. After a final visual inspection by our packaging controllers, the cuttings are given the green light. By the time our Belgian Mums are finally loaded onto the truck, they have been checked no less than five times with the help of our Track & Trace system. And we do all of this because we have one goal in mind: we want to ensure  the reliability of our  delivery and the quality that our customers expect from us. Because what we want above all at Gediflora is a satisfied customer !


It’s thanks to our genetics, our DNA, that Gediflora is flourishing like never before. As a family business with ambitious goals, we look to the future with enthusiasm and continually invest in our breeding process, in order to continue doing what we do best: Making our customers successful with our first-class genetics.

It’s time to begin a new chapter !

Customers and suppliers know our typical West Flemish company slogan:  “Dream (Dromen), Discover (Denken), Dare (Durven), Do (Doen) and Improve (deure Doen)”. In order to make our dreams come true, it is time to begin a new chapter. After several months of planning and preparatory work, the time has finally come to take action.  For weeks we have been eager to share the news with the world, but now that the building work has commenced, we can make it official: the building of our long-awaited new breeding greenhouse has officially started ! The greenhouse will be built as an extension to the already existing greenhouses and will include not only the breeding greenhouse, but also new offices for the breeding team.


Feedback from our customers, together with the many years of experience within our R&D team, ensures a unique cross-fertilisation that results in an ever-improving product in the long term. In order to fully exploit this dynamic, our new greenhouse has been specially designed for the future. Flexibility, hygiene, sustainability and respect for people and the environment were the decisive factors in this process.

Elien and David

With this investment, Elien, David and the Gediflora team are laying the foundations for the future. A future in which we will continue to invest in the coming years, focusing on our floral DNA, the Mum Flowers. Innovating and inspiring with one clear goal in mind: providing exceptional value to our customers and the product.

In concrete terms

For the curious among us: the building work started in April and the greenhouse has to be finished in the autumn. So, it’s time to move on. And we are really looking forward to it! Follow us on social media to keep up with the latest developments.

The  Gediflora team is over the moon or more precisely up in the clouds with the arrival of the Mum Flowers hot air balloon. The colourful balloon, operated by Ballonteam Lips, made its maiden flight over Roeselare and the surrounding area the other day. This brightly coloured balloon also paid a visit to the Gediflora company premises.

In 2020, Gediflora launched a campaign to promote the Mum Flowers in the Belgian and Dutch garden centres. The ‘It’s your MUMent’ campaign gave the end consumers a chance to win a hot air balloon trip when they purchased a MUM Flowers plant. However, due to the current corona crisis, unfortunately the balloon team cannot make a trip with the winners yet, but in the meantime they carried out a test flight over the rooftops of Lendelede/Roeselare in West Flanders the other day.

It’s your MUMent to fly high

Do you feel like taking to the sky for a once in a lifetime experience? Then keep a close eye on the sky this spring and summer. If you spot the MUM Flowers balloon, take a photo of it, share it on Facebook and/or Instagram with the #MUMFLOWERS and tag We will be giving away 3 extra balloon trips to attentive balloon spotters during the up and coming balloon flying season.

TIP: Follow us on Facebook ( On this page we will announce each time in which region the Gediflora balloon can be spotted.

Who knows, it may soon be ‘your MUMent to take to the sky’.


Discover our brand new creation ‘Cielo’. Cielo will bring joy and colour into your garden for weeks. These hanging baskets are easy to grow and require little or no PGR. They are available in 6 bright colours. All colours are completely uniform, making them easy to combine as a trio. Thanks to the unique genetics of the Cielo’s, the plant grows over the pot rather than in the air, covering the pot with magnificent flowers. These hanging eye-catchers have a short response time of 6 weeks and can be grown both indoors and outdoors. On top of that they only need 28-32 days of blackout.

Belgian Mums becomes Mum Flowers

From now on, our wide range of unique varieties and families is known as Mum Flowers. Our ball-shaped chrysanthemums, formerly known as Belgian Mums, are continuously selected based on various characteristics such as color, shape, flower size and especially shelf life. The brand values of MUM Flowers are: carefree enjoyment, an incomparable color explosion and an atmosphere that lasts for weeks. Our favorite colorful autumn bloomers deserve not only a new name, but also a new campaign.

It’s your #MUMent

The campaign”It’s your #MUMent” puts our consumers in the spotlight. Because every #MUMent deserves MUM Flowers.  From mid-September until the end of October, consumers will not be able to ignore our It’s your #MUMent campaign in specialist garden shops. A colorful campaign to put MUM Flowers in the spotlight, among growers, in the points of sale and among consumers. The consumer can win a balloon ride with the MUM Flowers hot air balloon when buying a pot of MUM Flowers. With POS material that is as colorful as flowers themselves, it will be difficult to overlook the campaign.


Yesterday Queen Mathilde paid a company visit to Gediflora. She talked to several female entrepreneurs in the horticultural sector. Then she got a tour from Elien Pieters.

At 10 am Her Majesty the Queen arrived at Gediflora. She was welcomed by the Mayor of Staden Francesco Vanderjeugd and Governor Carl Decaluwé. Then there was a presentation by Elien Pieters and a presentation of 5 female entrepreneurs from the horticultural sector. Participating companies in the table discussion were Elien Pieters (Gediflora), Febe Floré (Microflor), Marianne Maenhoudt (Laurica Plants), Isabelle Maes (Plantenkwekerij Maes-Reyns), Corine Decadt (Decadt-Verhelst) and Inge Declerq (VDW Plant).

During the discussion, the impact of the corona crisis on Belgian floriculture was also discussed in detail.

Dream, discover, dare, do, go on and do better ! These key words of the Gediflora slogan equally apply where sustainability is concerned. Thanks to our continuous efforts, Gediflora has succeeded in reducing its ecological footprint by a good 40% over the past three years. As a result, the company’s impact on the environment has been significantly reduced and we are now committed to working towards a greener future.

By introducing a substrate with less peat, we have been able to significantly reduce our usage of peat. This also has a major impact on CO2 emissions, because the extraction of peat is and remains a CO2 intensive activity. In addition, Gediflora has put a lot of effort into optimising its energy consumption. For example, the use of gas has been further reduced in favour of the beneficial use of residual heat. Using fewer fossil fuels means fewer CO2 emissions.

Using electricity in a more sensible way reduces the consumption of energy, which produces a win-win situation for both Gediflora and the environment.

However, our work is still ongoing. In the coming years Gediflora will continue to invest in a greener future. Dream, discover, dare, do, go on and do better, also where sustainability is at stake!

Yesterday the presentation of the Womed award took place, organized by Markant and Unizo. Elien Pieters from Gediflora went home with the main prize and can call herself ‘ female entrepreneur of the year’.

Elien Pieters from Gediflora (Staden) won the Womed Award and is entrepreneur of the year. She received the award on Wednesday evening in Brussels from the Flemish Minister of Economy, Innovation, Work, Social Economy and Agriculture and Sea Fishing, Hilde Crevits. This year, Elien will be an ambassador to promote female entrepreneurship.
It is the first time that someone from the green sector has won a title like this. The title brings many opportunities to show the outside world how dynamic and innovative the green sector is. Elien is therefore determined to seize this opportunity with both hands.

The company motto: ‘Dream, Think, Dare, Do and Do better’ inspires Elien to make growers all over the world successful. Elien took over the family business from her father in 2013 and has continued the company with the same passion ever since. International growth increased under her leadership. Every year, Gediflora supplies eighty million cuttings to plant growers in more than forty countries. Worldwide, almost 50% of all ball-shaped chrysanthemums originate from Gediflora.


In 2019, there were a lot of Belgian Mums marketing activities. The Belgian Mums were trending on Instagram, they were present in some Plopsa parks during the Halloween period, they brightened up the Chrysanthemum Festival of Arcen and the garden days of Beervelde and so on.

Click here to view our marketing activities. We are determined to put the Belgian Mums in the spotlight again this year.

The WOMED Award is a prize for the ‘entrepreneur of the year’ that is awarded annually by markant vzw and UNIZO. Elien Pieters, manager of Gediflora, a B-to-B world player in the field of breeding and propagation of chrysanthemums, is one of the 3 finalists this year who has a chance to win this prestigious award. With the company motto: ‘Dream, Think, Dare, Do and Do better’ Elien is driven to make growers all over the world successful. The wide range of unique varieties and families is known under the brand name Belgian Mums.

Elien took over the family business from her father in 2013 and has continued the company with the same passion ever since. International growth continued under her leadership. Every year, Gediflora supplies eighty million cuttings to plant growers in more than forty countries. Worldwide, almost half of all pot chrysanthemums come from Gediflora.

It is the first time that someone from the green sector is nominated as female entrepreneur of the year. This nomination is the ideal opportunity to show the outside world how dynamic and innovative the green sector is.

You can vote until 5 February via the link below:


On Saturday, October 5, Gediflora organised their first Mum Run. This family event, for a good cause, attracted approximately 500 runners of all ages and about 1,000 enthusiasts who walked around the outdoor chrysanthemum fields.

The concept was simple: first the flower trail was open to recreational walkers and all other interested visitors, followed by a running competition against the clock for different categories. The family event was rounded off with an after party. According to the charity committee of Gediflora, the first edition of the Mum Run was an incredible success.  Throughout the day, approximately 1,500 visitors came along.

The starting shot was fired by the Mayor of Staden (Francesco Vanderjeugd). The trophies and prizes were presented by Gwendolyn Vandermeersch, who is the alderman for Sport and Culture. The After Party began soon after the prize giving ceremony and the entertainment was provided by Taxi Lane. Managing director Elien Pieters and her husband David Daenens announced immediately after the prize-giving ceremony that a second edition of the Mum Run event would be held next year.

All of the profits from the Mum Run will go towards a good cause and this year, the charity committee chose the Sint-Idesbald primary school, which is just a stone’s throw away from Gediflora.

This year, Gediflora is organizing the Mum Run for the first time for the benefit of a local charity. The Mum Run will always take place on the first Saturday of October. This year the event will therefore take place on Saturday 5 October. During this period of the year the impressive and colorful fields form a particularly unique setting. The trail goes along and across the flower fields and is a must-see for everyone.

In the early afternoon, recreational walkers and curious visitors can enter the trail. In the later afternoon, different categories (Kids Run 500 m and 1 km, adults 5 km and 10 km) run against time. Ambiance and entertainment are permanently provided in the covered hall, even for the little ones. We end our event with a afterparty!

The Gediflora team chose the elementary school of BuBaO Sint-Idesbald from various charities. they offer special education for children aged 3 to 13. The school wants to use the proceeds from the Mum Run to furnish 2 comfort rooms where the students can relax.

Gediflora has been chosen by Unizo as the “most staff-friendly company” in our province. Together with four other provincial laureates, we competed for the national title. That honorary title eventually went to marketing agency NMG from Aarschot in Flemish Brabant.

The competition was launched by Unizo on the Day of the Employee, better known as Secretary Day, on the third Thursday of April. “With provincial competition laureates and a winning company, we are pushing role models forward for other SME employers,” says Unizo Managing Director Danny Van Assche. “At the same time, we want to show our gratitude to the many employees who are responsable for the success of our SMEs. Moreover, this competition is a means to demonstrate the good relationship between the boss and his staff in SMEs. Unfortunately, this good understanding makes the news much less than the contradictions between trade unions and employers. ”

The Gediflora team consists of a multicultural group of 40 permanent employees and 40 seasonal workers. There is a wide diversity of cultures at the workfloor: 8 Turkish men, 3 Polish employees, a Chechen colleague, a Dutch and an American representative.

To highlight this diversity, we organized a global market with desserts on Friday May 10th. Our employees brought out the master chef in themselves to put their origins in the spotlight. By literally tasting and enjoying each other’s culture, we have brought employees closer together. This world market was an ideal opportunity to get to know each other in a different way during the lunch break. As you can see in the photos, our employees enjoyed this tasty team building.

Gediflora seeks to create added value for its customers by offering them a high-quality product from a unique and extensive range along with a far-reaching service and mutual trust. Of course this is a ‘team-effort’, although an introduction to the sales team shows that Vincent, René and Bernard are raising commitment to a totally new level.

If you want to know more about our sales team, click here: Meet the sales

Always on the look-out for operating as efficiently as possible on a very large scale


After breeding and propagation, the Belgian ball-shaped chrysanthemums are shipped back from Kenia and Brazil to Oostnieuwkerke (Belgium).  There is no sign of colour or smell at this stage, because the cuttings are barely three centimetres tall and  each one of them is green. Michiel Declerck and Astrid Martens take charge of them.


Michiel Declerck – production planning and purchase – has difficulty in describing his tasks precisely. “My tasks are wide-ranging. If I take my eye of the ball so to speak, it has an impact on just about everybody. In a way, I am the hub of the whole process. In July and August, I start making a forecast for the following year, based on the current demand. Who’s asking for what, in what quantity, at what particular period and how will this be reflected in the following season? Based on the original demand, I try to predict as accurately as possible what we will need to produce during the following season. I then continually look for solutions to solve the discrepancies between my forecast and the actual results. (laughs) With the unrooted cuttings we try to work as efficiently as possible, starting with the supplier. Combined deliveries, correctly labelled, according to variety and quantity arrive and leave for the customer as fast as possible. In between, a manual control takes place and of course it is important to utilize the air cargo space as efficiently as possible. The cuttings that are rooted here are of a different matter. After arrival they are placed in the cold store. This already involves a great deal of detail in order to ensure optimal efficiency further on, because we try to keep the cuttings in such a way that they can be prepared easily and rapidly at a later phase. Our scanning system is essential in this respect”.


As the greenhouse manager, Astrid Martens is responsible for the executive side of the greenhouse. “In the cutting season I take care of a very diverse team of interim workers, divide them into balanced groups of five people and together we manage the entire planting process. This starts every morning with a quality check of the day before. Is what we planted OK? Was it done correctly? It’s important that this does not take up much time, because every tray must of course be of the same quality at the same time. In trays with 125 plugs the cuttings get time to take root. The trio mix is a different matter, because there we put three cuttings in one plug: three colours and sometimes cuttings of different families… It’s crucial that in the end everything is done correctly and you should keep in mind that all the cuttings stay the same green colour for us in this whole process. I have developed my own system for this, for which I also pick the right people. Preferably, they have to be calm, concentrated, be attentive and moreover remain so.”

Click here to read the full article:MAGAZINE GEDIFLORA


As a company firmly committed to sustainability, Gediflora is contributing positively to the protection of the environment and society…. Examples of initiatives taken by Gediflora so far include its solar panels, collection and reuse of waste water, and the use of residual heat from a local heating network. This impressive list has now been extended to include purified water due to the installation of a water filter which allows all our employees to drink purified water free of charge. They can choose between cold water, water at room temperature as well as sparkling water. This is Gediflora’s way of promoting a healthy lifestyle. After all, water is the essence for a healthy body.

What is even more important however, is the commitment to ban the use of plastic as much as possible in our company by trying in different ways to minimize its use. By using this new water filter Gediflora also intends to fight against the use of plastic (water) bottles. For this reason, every employee received a reusable water bottle in Gediflora’s typical yellow colour as a New Year’s gift. “We are delighted that these water bottles are being used on a large scale by our employees”, says CEO Elien Pieters. In addition, glass bottles are also provided to enable visitors to enjoy the purified tap water. This new initiative is not only a great gift for today’s team but also for the future of our planet.

What a nice IPM edition. We introduced our new Jazzy Soul Sisters and we received two awards. We received the golden award in the category ‘young plants’ and were also allowed to take home the ‘Golden Rose’. We are very proud of our ‘Grower of the year’ title and we would like to thank everyone who believes in our Belgian Mums.

Below some pictures from our Mum stand!

Gold rose winner and young plants gold

We are so excited to announce that we won two prizes tuesday night at the AIPH (Association of Horticultural Producers) IGOTY Awards. We have been awarded the ‘Gold Rose’ award and we also received the Gold award in the Young Plants category.

The AIPH IGOTY Jury, consisting of six internationally renowned horticulture experts chaired by AIPH Vice-President Tim Edwards, said “Gediflora excels in its field and is true to its motto: ‘Dream, dare, do and do better’. As a worldwide leading specialist in Chrysanthemums this business demonstrates outstanding innovation and production and is a reliable and inspiring partner for growers.”

Elien Pieters: “This one goes out to the whole team and especially to my mom and dad. They’ve put Gediflora on the world wide map, kept the focus on mums and always believed in their dreams!”

We want to thank all of you: our customers, our partners and last but not least the Mum-believers. In the future, we will strive to secure our position as the specialist in Mums. Our mission remains to make growers successful and we continue to strive for the best quality of our golden genetics. Once more; a big thank you!


We are very proud to present to you our latest creation: the Jazzy Soul Sisters. These jazzy sisters are super cute and come in six bright colours: yellow, pink, dark pink, red, orange and white. The sisters are part of the same family, so all the colours react and grow in the same way.

Their reaction time is six weeks and they need little or no inhibiting. In addition, this new family does not need to be pinched, they branch out perfectly naturally. With a good shelf life and harvest tolerance, the jazzy sisters represent new, stable certainties. It allows attractive combinations, which flower simultaneously.

The flowering occurs naturally in week 43, which means that the Soul Sisters can be grown throughout the season. Moreover, they are not susceptible to bud formation when potted early.

The jazzy family comes with some hip point-of-sales items. Growers can choose to offer the Soulsisters to their customers in a small pot witha cover and/or with a leaflet containing stickers and catchy quotes mounted on a stick.


We are proud to announce that we have been nominated for the International Grower of the Year award 2019. The prize will be awarded on 22 January by the International Association of Horticulture Producers (AIPH).

Established by AIPH, the IGOTY Awards have been championing outstanding achievement in the ornamentals sector since 2009. They recognise best practice in horticultural production by the top ornamental production nurseries from around the globe, celebrating the expertise and energy they give to horticulture.The awards also stimulate and promote best practice by giving global attention to outstanding producers and promoting knowledge throughout the industry.

The IGOTY Awards are judged by a jury of six internationally recognised experts. At the gala ceremony, winners of four separate categories will be announced; finished plants and trees, cut flowers, young plants and sustainability.   From amongst the winners of all categories, an overall champion will be crowned the ‘Gold Rose Winner’, to recieve the most coveted and prestigious award of the night.

We are very proud to present you our latest creation: the Jazzy Soulsisters. These jazzy sisters are super cute and come in six bright colours: yellow, pink, purple, red, orange and white. These mini Mums are available in a size 13 pot or smaller and are perfectly suitable for obscured cultivation.

In order to entice customers to purchase, this jazzy family comes with some hip point-of-sales items. Cultivators can choose to offer the Soulsisters to their customers in a small pot with a cover and/or with a leaflet containing girly stickers and catchy quotes mounted on a stick.

The Jazzy Soulsisters feel completely at home either outdoors or indoors. They are the ideal decoration to add that extra touch of colour and style to your kitchen, living room, workspace, …  In a nutshell, they give every space that swinging vibe.

More info about the Jazzy Soulsisters? Click here to read our flyer.

On August 30th, Gediflora set off with about 40 growers to the heart of the floricultural sector. First the group visited SV.CO in De Lier where the growers received a tour and a presentation. Then the group got a tour at the brand new Green Trade Center of Waterdrinker in Aalsmeer. The day ended with an inspiring presentation by Wouter de Vries.

Gediflora believes that seeing the good example makes you think about what you do yourself and especially what you can do better. That is why Gediflora, together with Carl Sales Support, organized an informative trip to the Netherlands for a limited group of Belgian growers. In the morning we went to SV.CO. As a leading grower, they know better than anyone else how to respond to the needs of their customers, but also to the needs of the end consumer. Their marketing and flexibility in combination with top quality is excellent.

After the lunch, the group went to Aalsmeer for a tour at the brand new Green Trade Center of Waterdrinker. In the buildings of this wholesaler and exporter, the growers were given a tour. Then the group was inspired by Wouter de Vries, author of ‘Blue Bananas’. During his presentation Wouter showed how growers can create unique core skills and a distinctive character.

Afterwards, opinions could be exchanged with a snack and a drink. The group went home with a lot to think about.

Wim Declercq, head breeder at Gediflora, creates new breeds. “When the breeding processes are finalised, propagation starts. Our plant literally goes on a journey, which will eventually result after several intermediate steps and many flower trials, in cuttings.” His colleague Lore Vael adds: “Top quality cuttings”!

After the development of a new variety, it leaves for a laboratory where it is tested for viruses and bacteria. We then have a number of these plants sent on to our production sites. The plants are planted there ex vitro. They are placed in a greenhouse and grow into a first clone. This clone plant will be propagated until there are enough plants to produce cuttings. These are called the mother plants.

Want to know more about the propagation of bulb chrysanthemums: read the article behind the scenes


During the Flower Trials Gediflora presented 3 new collections: Dazzling Aduro, Magentic Amiko & Adorable Arluno.

Here are some images of our Flower Trials participation

Gediflora offers a total package of golden genetics, quality and service. The Gediflora-team goes to extremes to find the most suitable varieties for the cultivation of our growers. After sales, service, flexibility, punctual deliveries and 100% order fulfillment are aimed at making the growers succesful. The team walks with great enthusiasm “the extra mile” for satisfied customers all over the world.

Meet product planner (Michiel Declerck), transportplanner (Davy Debruyne), accountant (Wout Buyse), marketing manager (Celine Devos) and commercial office staff (Valerie De Clercq). Read the article here: Meet the office


From 12 till 15 June, it’s that time of the year again. At the Flower Trials, Gediflora will present some new features in the Belgian Mum range. The toppers that we are releasing this year are ‘Dazzling Aduro’, ‘Magnetic Amiko’ and ‘Adorable Arluno’.

The intense colours of the Aduro family

Flower Trials - Dazzling AduroDazzling Aduro

The stunning, bi-coloured flowers of the Aduro variety are trendy newcomers in the Belgian Mums collection. This collection stands out by its anemone shaped flowers with an intense and beautifully rich coloured centre. The striking Aduros with a flower diameter of 5 cm in conspicuous violet and orange already existed. Pink and red are new variants. This impressive Mum lasts long and is an intense eye-catcher with a dark crop.

The Dazzling Aduros radiate heat and provide a solid stripe of color both indoors and outdoors. Due to the extremely long shelf life, you can enjoy this unique Belgian Mum up to six weeks. Aduro is a hit in our range.

The large flowered Amiko family

Flower Trials - Magnetic AmikoMagnetic Amiko

Magnetic Amiko is a symbol of irresistible beauty. This Belgian Mum has a large flower with a diameter of up to six cm and is available in a wide variety of colours. These beauties will definitely extend the summer feeling.

The charming Arluno family

Flower Trials - Adorable ArlunoAdorable Arluno

The Adorable Arluno collection of 4 bright colors is an asset to the Belgian Mums Range. Those who like a strong pink color should definitely choose the Arluno pink. This Belgian Mum is a precious eye-catcher. The Arlunos are excellent for mid-September natural day production both inside and outside.

Discover our new highlights during the Flower Trials in the Westland region at the Florensis location. Our Mum team will welcome you with a delicious mum-taste.


Click here for more information about the Belgian mums collections.

Gediflora is always looking for ways to improve the quality of the cuttings.

That’s why our greenhouses were equipped with a mist system. The mist net ensures that water is sprayed with a short interval over the cuttings. This increases the humidity in the greenhouse, which improves the climate. The better climate ensures the quality improvement of the cuttings.

You probably noticed that our product catalogs for 2018 have a new look and feel. This year, we paid a lot of attention to a complete make-over. With these stylish booklets we want to underline the traditional character of our business. That is why this year we opted for a hardcover brochure with natural linen finish. In addition, we chose a handy format so that everyone can use our catalogs as a practical tool.

In our new brochures, we introduced the new Belgian Mums corporate identity. The golden color in our corporate identity refers to the golden combination of unique genetics, rigorous selection and daring creativity. (Cooperation with Plug)

Last week, our Belgian colleagues visited Athena in Brazil. The Belgian team did a general quality check. They observed whether the mother plants have been planted on schedule for the production of the cuttings of 2018. They also checked whether there are too few/sufficient/too many mother plants. In addition, they inspected whether the mother plants are maintained properly and if the infrastructure is in order to grow well.

Michiel (planning & procurement) and Lore (production & quality) were informed about Athena’s procedure to carry out a quality check on the picking of the cuttings. Athena checks whether the number of cuttings picked is correct, whether they all have the same length and whether they have the same diameter for a particular class.

This way we can with piece of mind look forward to the delivery of the cuttings which meet the high quality requirements of Gediflora.

During this edition of IPM, the Gediflora team presented several new collections, more specifically, ‘Dazzling Aduro’ and ‘Magnetic Amiko’.

Those who stopped by our  Belgian Mums booth were treated to a refreshing Mum Beer or a delicious chrysanthemum liqueur.

From Tuesday January 23rd till Friday January 26th, Gediflora will be present at IPM Essen (Germany).

IPM Essen is a global gathering place for the green industry. New products will be presented, trends will be introduced and future topics will be discussed with professional expertise.

MUMS @ Filmfestival, Shopping Centre, Fashion Store,…

In September and October, the Belgian Mums appeared several times in the magazine ‘Libelle’. This advertisement encouraged the Libelle readers to join the competion to win a makeover of the terrace and/or a BBQ in MUM style. Frieda won a makeover, styled by our stylist Kirsten Blom. Shirley won a BBQ in MUM style with colorful Belgian Mums and our delicious Mum Beer.

In 2017, Gediflora launched a new collection called Pure Primo. For all hay fever sufferers, the pure and pollen-free collection ‘Pure Primo’ is a dream come true.  The trendy flowers of Pistache and Sunny are real eye catchers that effortlessly blend in with the style of timeless interiors and gardens.

Their lime coloured flower centremakes the hearts of those who love the fresh, fruity and bright colours instantly beat faster. Are you in need of a little sun and optimism? Choose the Belgian Mums Pure Primo collection.

Read more about our new collection: Gediflora presents Primo Sunny and Pistache

We look back at a nice Trade Fair. We would like to thank everyone who visited us. Here are some pictures of our two booths.

Sustainability is a comprehensive concept linked to social development, environment, ecology, and future-oriented thinking. This is the definition of the United Nations (1987): “sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” Elien Pieters, CEO, explains how sustainability is part of modern entrepreneurship each and every day.

Read the article here: Sustainability as quality label

From Wednesday 8 till Friday 10 November, Gediflora is present at the Trade Fair Aalsmeer with the Belgian Mums.

The green world is growing. We are using flowers and plants more extensively and more creatively. Spectacular rooftop parks and gardens are being created in major cities around the world. Sustainable enterprise, digitalization and globalization are changing the way we do business and are creating great opportunities for producers, traders and consumers.

The headquarters of Gediflora are located in Oostnieuwkerke. Every day, a motivated team of 32 permanent employees works with the mums. That makes the company one of the most important breeding and propagating companies. One group of employees stands out in this respect.

Read the article here: Mums People

From 22 to 25 September the Belgian Mums were present at Fleuramour. The beautiful garden of Alden Biesen was transformed into a floral fairytale for four days. Dozens of florists decorated the heritage site with over 120,000 flowers, including the colorful Mums. Also our Mum Beer was tasted and approved by the visitors.

Wim Declercq, head breeder at Gediflora talks about chrysanthemums with love and passion. ‘His’ chrysanthemums, beacause Wim has been breeding the plants in Oostnieuwkerke since 1988. Together with the company, he specialised and went from grower to head breeder.

Read the article via the following link: Behind the scenes

During the Flower Trials, we presented our Be Mum, Be More story of the Belgian Mums

We are happy to look back on a succesful Flower Trials. Thank you all for the visit!

Gediflora and Florensis Germany announce partnership

Gediflora and Florensis announced today that Florensis Germany will take over the sales activities for market leader Gediflora in Germany as from next season.

This means that the current Florensis Sales team will also offer the Gediflora range in their collection.

Elien Pieters feels that “this partnership reinforces our presence on the German market and offers many opportunities to give better advice and support to our customers”.

Hagen Kalläne states: “the partners are convinced that the customers will benefit from the combination of the smart range of Gediflora and the on-site support of the Florensis sales team”.

Gediflora is a global player when it comes to the breeding and propagation of ball-shaped chrysanthemums. Gediflora delivers cuttings from Brazil and Africa to cultivators worldwide. The wide range of exclusive breeds and families is known under the brand name ‘Belgian Mums‘.

Florensis Germany is the German sales organization of Florensis B.V. in the German speaking countries. The Florensis group is an international operating supplier of young plants and seeds. Bedding plants, annuals, perennials, pot plants – Florensis is a breeding company out of passion.


More information:

Gediflora – Elien Pieters, Managing Director, Tel.: +32 51 26 88 88
Florensis Deutschland GmbH, – Hagen Kalläne, Sales Manager & Representative, Tel.: +49 151 121 81 900

We would like to invite you to the Flowers Trials 2017.
This year we will present the lovely Pure Primo collection
along with the sicardo and special Aduro family.

13 – 16 June 2017
Tuesday – Wednesday 8:00 – 18:00
Friday 8:00 – 16:00

Langeweg 79
3342 LD Hendrik-Ido-Ambacht
The Netherlands


The Spring Trials edition of 2017 are over.
This year we have highlighted the trio mixes and Vigorelli along with our delicious MUM chocolate.
Missed this year’s edition? Check out our photo report!

We are looking forward to meet you at the Spring Trials 2017!

At the end of January 2017 Gediflora participated again in IPM Essen, the largest international trade fair for plants in Germany. Gediflora’s presence at the fair was a big success this year and attracted many interested visitors who were welcomed with our Belgian beer, tasty liqueur and chrysanthemums sausages.

We are happy to look back on a succesful IPM. Thank you all for the visit!

Gediflora wishes you and your family Happy Holidays & a sparkling 2017 !!!

We would like to invite you to our booth on IPM (Hall 2.0, Booth 2B25). Discover our newest Belgian Mums and taste our very own chrysanthemum products: beer, liqueur, chocolates and sausage. Visit our booth and try it!

Gediflora’s service and quality do not end with the delivery of our cuttings.

On the contrary, we like to visit the fields or the greenhouses of our clients: we follow up their crop, discuss quality and assortment, keep an eye on growth and size and are on hand to provide our specialized crop growing advice.

All summer long, Gediflora has been paying visits to their clients, in Belgium as well as in the Netherlands, Germany, Switzerland, Austria, Sweden, Norway and the USA.
In September and October we are planning further visits to most of our European clients and are also going again to the USA.

Meanwhile we would like to take you through our photo reportage to show you our MUM tour of this summer!

Each year, Gediflora travels to the Netherlands  to participate at the Trade Fair in Aalsmeer,  which takes place from November, 2 until November, 4.  You will find us there in hall 2, stand 15.8

This weekend (2-4 September) you can discover the new collection of the clothing chain store Deleye Every shop has been decorated with Belgian Mums and there is also the possibility to taste our Belgian Mum beer.

Many thanks to: & .

BON (Benefits of Nature) is an organisation that monitors and improves the sustainability of the entire horticultural supply chain, as well as introducing innovative ideas.

As a Founding Father (“Founder”) of BON, it is Gediflora’s aim to increase the sustainability of the business operations within this sector as well as actively contributing to its future development. In this way, we are at the forefront as a forward looking initiator who takes sustainability close at heart.

Making the ball-shaped Chrysantemum more attractive to the customer buying our product in the shop , that’s what we all are trying to achieve. As the product follows its path from grower to customer, we face a number of challenges that need to be addressed: attractive packaging, better ways to position cargo, innovating colours, different flower varieties,… there are lots of aspects that can boost the appeal and image of Mums.

To identify what could be improved,Gediflora recently started a cooperation with Carl Sales Support, based in Honselersdijk (NL). Managing Director Carl Grootscholte and his colleague Hilde Visser have extensive knowledge of the potted plants market and how they are transported and marketed.

Based on extensive research in the field they will assess what can be improved when it comes to sales, communication, marketing… and how to make Mums an attractive product for the customer in the shops.

So, if you get a call from Carl or Hilde, please be so kind to help them as much as possible. As a grower, your expertise of the product and the sales channel is a vital part to make a success of this effort to make the Mum appealing.

Thank you!

Gediflora wishes you all the best for 2016 !

Gediflora’s service and quality do not end with the delivery of our cuttings.

On the contrary, we like to visit the fields or the greenhouses of our clients: we follow up their crop, discuss quality and assortment, keep an eye on growth and size and are on hand to provide our specialized crop growing advice.

All summer long, Gediflora has been paying visits to their clients, in Belgium as well as in the Netherlands, Germany, Switzerland, Austria, Sweden, Norway and the USA.
In September and October we are planning further visits to most of our European clients and are also going again to the USA.

Meanwhile we would like to take you through our photo reportage to show you our MUM tour of this summer!

Visiting nurseries in Holland and Germany

Trial and selection fields

Gediflora ventures outside (when the weather is fine anyway!) Next to our new office complex, an attractive green area and a patio have also now been completed. An ideal spot for all our fellow workers to take a relaxing break.

When you visited the company during the past year you couldn’t escape noticing the construction activities going on: it was nothing but a building site, but now in its place you will find our new company offices. Since the end of March our administration team has been working in this renewed, inspiring office complex. With this new development we are investing further in our future and in the expansion of our top performing breeding company. We would be delighted to welcome you at our new premises!

From April 9 to April 14 the yearly Spring Trials were organised in California. We were present with our own Gediflora stand and according to our customers’ and visitors’ reactions we can rightly call our representation there a success. Gediflora is ‘hot in America’!

In addition to our 2016 innovations, two very successful families have been particularly in the spotlight: the Staviski and the Jasoda family. Both families have been firm favourites in Europe for some time and now they are ready to charm the American audience.

Our representative, Rene den Hoed, specially flew out from the Netherlands to share his experience and practical breeding tips, acquired over many years, with the American cultivators.

Gediflora is getting the chrysanthemum cutting season up to speed this week!
From now on, the first large orders of rooted cuttings will be dispatched to our customers. Over the coming six weeks up to 40 extra workers will be brought in every week to enable us to root and deliver your orders promptly.

Our Gediflora rooted cuttings are dispatched all over Europe, with Germany, the Netherlands, France and Belgium being the most important markets. In addition to this, cuttings are flown worldwide as far as Japan, South Korea and China.

Once again you can count on us! We will do our utmost to serve our customers to their complete satisfaction.

Success with your cultivation!

Busy period at Gediflora! In France a chrysanthemum is part of the Palm Sunday celebration.

To channel the intensive spring work pressure in the right direction a strong team spirit is of vital importance at Gediflora. Therefore we freak out from time to time!

The cutting season has finally started! The first rooted cutting was delivered early February, so it is high time to place your order as well! After all, we may not be able to fulfil orders that are placed too late because not many changes can be made to the parent plant’s development now. Therefore, delivery is guaranteed for fast decision-makers. Place your order this week!

At the end of January 2015 Gediflora participated again in IPM Essen, the largest international trade fair for plants in Germany. Gediflora’s presence at the fair was a big success this year and attracted many interested visitors who were welcomed with our new Belgian beer: Mum n°1, Belgian Mum Beer. This made for a pleasant surprise and the story of our beer is certain to be continued. Be sure not to miss it!

Early 2015, the Gediflora team was strengthened with three new employees. We are happy to introduce them to you here:

Davy Debruyne is now in charge of logistics and transport. Therefore delivery will proceed even more smoothly than before. His years of experience with courier service DHL will surely come in handy.

The team taking care of selective breeding will be assisted by Katrien De Pauw. Katrien was a student at Ghent University and worked there for four years as a researcher.

Additional operational support will be given by Astrid Van Haecht, the quality manager. With her help we can guarantee top-quality deliveries.

We warmly welcome these three colleagues and wish them the best of luck. We are convinced that they will all contribute to the further growth of Gediflora.

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