We need to do a much better job of showing everything we do as a sector

Geest Potplanten, a family-owned business, marked its 50th anniversary, an important milestone in the company’s history. Over five decades, the Dutch grower has developed into a modern 16-hectare nursery producing a wide range of green and flowering potted plants.

© Geest Potplanten

“We want to offer consumers sustainable, high-quality plants,” say Saskia van Andel and Astrid Pasman of Geest Potplanten. “Plants that stay attractive for a long time and that bring the customer enjoyment. In that way, we help make the world a little greener and a little happier.”

Young consumers embrace greenery
Demand for houseplants has shifted considerably in recent years. Where sustainability once played a smaller role, consumers are now far more conscious of greenery in the home. “It started with attention to air-purifying plants and sustainable cultivation. Since then, that demand has only continued to grow.”

Ease of maintenance is another key factor, with hardy varieties that can withstand some rough handling proving popular. Notably, it is younger consumers who are increasingly choosing to buy plants. “Young people buying a home or moving in together want plants around them. Because they often live in smaller spaces, there’s also more demand for smaller pot sizes.”

Within the company’s range, Strelitzia, Areca and Monstera are key products. Decisions on which varieties to keep and which to phase out are made carefully. “We do that as a whole team. You don’t just replace a crop. Sales figures matter, but so do cultivation optimization and sustainability.”

Continuing to invest
On a 16-hectare operation, efficiency and quality are essential. Geest Potplanten has invested© Geest Potplanten heavily in sustainability and process improvement. “We’ve invested in solar panels, screening systems, dimmable LED lighting, dry coolers, insect netting and geothermal heat connections, which alongside our combined heat and power (CHP) units support our energy supply. We also put a lot of focus into quality control and optimizing our operational processes.”

According to the entrepreneurs, this last point matters more than ever. The quality agreed upon with a customer must ultimately be the quality that customer receives. “That remains a challenge, especially since we work with a living product. The whole process, from cultivation to delivery, has to be right.”

Tailor-made for every customer
The nursery supplies a broad customer base, from specialist retailers to large retail chains, with plants reaching consumers across Europe. “Every customer has their own requirements, whether it’s exact sizing, volume, or, for many, their own packaging. With flowering plants, it also comes down to specific sleeves, labels and customer-specific presentation. We try to meet those requirements as closely as possible.”

Logistics is also becoming increasingly important. Rising transport costs are driving demand for more efficient loading and products that take up less space. “We feel the effects of that every day. Transport and volumes are being scrutinized ever more closely.”

© Geest Potplanten

The story behind the plant
Beyond managing costs and complying with regulations, Saskia and Astrid see public perception as one of the sector’s biggest challenges. “As a sector, we do a huge amount on sustainability and innovation, but consumers are often completely unaware of that.”

That’s why they advocate greater transparency. “We need to do a much better job of showing everything that goes into growing a plant. During open days, we often hear: ‘Are you really doing all that already?’ That awareness is still too often missing.”

Phalaenopsis remains a constant value
Alongside its green plants, Phalaenopsis, together with multiflora varieties, remains an important pillar of the business. “In the Netherlands, orchids sometimes still carry the image of a plant for an older target group, but that’s no longer accurate. In many other European countries, that perception doesn’t exist at all.”

For more information:
Astrid Pasman
Geest Potplanten
Galgeweg 40
2691 MG ‘s-Gravenzande
Tel.: +31 (0)174 620 001
Mobile: +31 (0)6 53 19 29 26
[email protected]
www.geestpotplanten.com