Vitro Plus launches fern brand Cedar House Ferns during Floraliën Ghent

At the Floraliën in Ghent, Belgium, Vitro Plus officially launched its new outdoor fern brand, Cedar House Ferns, on Friday 8 May. To mark the introduction, a group of invited guests was received at the show, where Vitro Plus also participated with its own exhibition stand.

Following the reception, guests were given the opportunity to tour the full Floraliën exhibition. A gathering was then held at the Provinciehuis, located directly opposite the show venue, including refreshments and a screening of the film Where Ferns Return. Produced over six years, the film tells the story behind the development of the brand and its distinctive fern collection. Among those present were Max Valstar and Ilse van den Akker, representing the Dutch Embassy in Belgium.

The foundation for Cedar House Ferns was laid in 2020, when John Bijl began creating a unique fern garden featuring a cedar greenhouse and a timber residence. The garden serves as a source of inspiration and is used to introduce exceptional fern varieties to customers and consumers.

With Cedar House Ferns, Vitro Plus aims to focus on distinctive fern varieties, complementing the more conventional varieties currently available primarily through garden centres. According to John Bijl, the ambition is to revive the “fern craze” of the Victorian era.

In the years leading up to the launch, the brand was tested extensively at various trade shows and horticultural fairs. During this period, a range of supporting materials was developed, including sustainable paper pots, wooden plant labels, a wooden display table for garden centres, and various informational signs. The company considers the brand now ready for a broader market launch.

For more information:
Vitro Plus
De Roterij 26
4328 BA Burgh-Haamstede
Tel: +31 (0)111 46 80 88
[email protected]
www.vitroplus.nl