My Gediflora
About us
Gediflora’s mission, thanks to its R&D department, is to provide growers with a very consistent, high quality, innovative, 100% ‘easy to grow’ plant assortment. The mission of Gediflora is to make growers successful. We strive to be and remain the specialist in ball-shaped chrysanthemums. We do this by offering a total package: golden genetics + quality + service. Gediflora wants to be a reliable partner and enthusiastically goes ‘the extra mile’ for satisfied customers all over the world.
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MUM Flowers
The brand MUM Flowers creates added value in terms of lifestyle. The brand boosts the general image of chrysanthemums and improves the perception of the consumer, the industry and the grower. It presents the chrysanthemum as a must-have plant that offers a colourful, carefree experience.
Knowing More →3 generations of love for chrysanthemums
For 3 generations we have had a profound love for chrysanthemums. The passion and enthusiasm for what we do has earned us a place amongst the world’s top. We strive to be and continue to be the specialist in ball-shaped chrysanthemums. We like to set the bar high and are not easily satisfied.
Propagation
The propagation process is characterized by on-going training and specific procedures to provide healthy, vegetative and uniform cuttings. For the propagation of varieties Gediflora works together with partner companies in Brazil, Africa and USA. These companies are specialized in breeding mother plants and picking the cuttings. Quality control in production is our main priority.
Sustainability
Gediflora strives to be a sustainable company and contributes to the environment and society. Some examples of our initiatives are the Mum Run for charity, solar panels, recycling waste, collection and reuse of water. Gediflora is also connected to the heating network in Roeselare that converts residual heat from the incinerator into electricity.
At Gediflora we have a passion for what we do, we work from a gut feeling and we are bursting with energy. We are a team of enthusiastic people and this enthusiasm is reflected internally in the company and in contact with our customers, partners.
Trust is earned by consistently delivering on our promise. We treat our environment, customers, suppliers and employees with honesty and respect. By always being honest about our own abilities, we demonstrate authenticity. By listening to our customers, we show our commitment. By reacting effectively to what we hear, we become reliable and trustworthy.
Mum Flowers is a golden combination of unique genetics, rigorous selection and daring creativity. We believe that innovation and creativity are an essential source of growth and profit for our customers and for ourselves. Improvement, innovation, uniformity, nice round shape, exceptional plant quality, “Easy to Grow”, families are the main focuses of our R&D department.
We want to make a difference. We want to be the front runner. Leading the way. We have a passion to surprise our customers by delivering greater value than expected.
This value is inspired by the slogan of the company: Dream, Discover, Dare, Do, Go on and Do better!
*’deuredoen’ is a typical West Flemish word for ‘going on’, a characteristic of the mentality of the region. This means: always keep on working.
Mum Magazine
In our Mum Magazines you can read who we are, what we do and most of all how we do it. Take a look behind the scenes and get to know our team.
Mum Beer
Because of our passion for chrysanthemums, we developed a full bodied beer based on extracts from chrysanthemum petals. We are very proud to present you our Mum Beer.
Knowing More →News
Read the latest news about Gediflora and its employees here.
70 years of Gediflora
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,...
It’s your MUMent campaign
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...
Queen Mathilde pays a company visit to Gediflora
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...