We don't just look at what we find beautiful; we also look at what the market needs

Madam Sofie, Sweet Sofie, and Sofie – what started with one variety has now grown into a complete collection at Voorn Spray Roses. Madam Sofie is the latest addition to the company’s assortment, joining Sweet Sofie and Sofie – all varieties bred by Interplant Roses. The pink Madam Sofie and soft pink Sweet Sofie are mutants of Sofie and, according to Jozina Voorn, make a beautiful addition to the collection.

Jozina and Frank are always looking for distinctive spray roses: fragrant varieties, different bud shapes, slightly larger blooms, and unique garden-style roses. She sees clear demand for fragrant spray roses. “Fragrance makes a rose extra special. That’s why we’re especially pleased to add another scented variety to our assortment. We’re always looking to innovate, so we’re delighted to introduce these three new varieties to our range.”

To determine which roses are worth adding to the assortment, Voorn also grows a row of trial varieties. “We’re constantly looking for additions to our range – it’s one of the key pillars of our nursery. And we don’t just focus on what we think is beautiful; we also look at what the market needs. Vase life is another important factor in our search for the next ‘ideal’ spray rose. That process often takes about a year.”

Voorn also propagates its own plants to supply the greenhouses. On average, a rose plant remains productive for around five years.

Seasonal greenhouse
The nursery covers a total of five hectares, divided between two greenhouses. While that in itself is not unusual, the cultivation methods in the two greenhouses are completely different. One greenhouse is in year-round production and houses several of the company’s main varieties. The other is a seasonal greenhouse, where roses are grown in open soil without supplementary lighting or heating. Production there runs from May through the end of October and focuses mainly on popular varieties for weddings and other events that primarily take place during the summer months.

Alongside direct sales of spray roses, Voorn also supplies a steady volume through the auction clock. According to Jozina, it remains important to be active in both sales channels. “We’re grateful for our loyal direct customers, but buyers at the auction clock are equally important to us, and we want to continue serving both markets.”