With three locations and a well-thought-out seasonal plan, Opplant has for years achieved something many nurseries strive for: an almost continuous presence in the market. What began as a family business has grown into a company that focuses on diversification, flexibility and forward thinking extending far beyond the country’s borders.
Working in blocks, thinking in seasons
“We deliberately work in blocks,” explains Dries Van der Straeten. “Each block represents a growing phase in the year.” This approach forms the backbone of the operation. The season starts with perennials in early spring, followed by bedding plants and flowering perennials. In summer, chrysanthemums take over, after which Helleborus and Gaultheria fill the autumn. “This way, we achieve almost continuous sales from week 9 to week 52.”
This spread not only ensures a steady flow of sales but also stability within the organisation. “It’s important to have year-round activity,” adds Filip Van der Straeten. “Both in terms of production and staffing.”
A family business that grows with the times
The family story runs like a thread through Opplant. Filip joined the business rather unexpectedly following his father’s death. “It wasn’t the plan, but the business had to carry on. And in the end, I stayed.”
Today, he works alongside his son Dries, who joined the business in 2012. The roles are clearly divided: Filip focuses on cultivation and the shop floor, Dries on sales and organisation.
“You have to have the drive to go for it every single day.” Filip Van der Straeten
Quality as a foundation, sustainability as the norm
That drive is essential in a sector under pressure. “Quality is no longer up for debate,” says Dries. “It simply has to be good.”
In addition, sustainability and certification have evolved into basic requirements, particularly for the retail sector and larger garden centre chains.
Market pressure and rising costs
At the same time, the playing field is becoming more complex. “Costs are rising across the board: substrate, energy, transport,” says Filip. “And at the same time, you see that production continues, sometimes even at break-even or loss-making prices.”
“In the short term, there’s little you can do about that,” says Dries. “In the long term, supply and demand must come back into balance.”
“You have to want to keep doing it every day,” adds Filip. “Not everyone will carry on.”
Diversification as a foundation
Opplant’s strength lies in its diversification. By working with different crops and seasonal blocks, risk is minimised. “The more crops you grow, the less dependent you are on a single product,” explains Filip.
Automation is used in a targeted manner. “We focus primarily on quality,” says Dries. “Take our sorting line with a 3D camera for hellebores, for example.”
“We need more water than we used to, for the same area,” Dries Van der Straeten
Water and climate as a new reality
Climate is also playing an increasingly significant role. “We need more water than we used to, for the same area,” says Dries.
“Rainwater is crucial for Hellebores,” emphasises Filip. “It really makes the difference in quality.”
Shorter and more intense sales periods
The market is evolving too. Sales periods are becoming shorter and more intense, particularly in the summer and for southern Europe. “You have to plan even more precisely,” says Dries. “Those blocks are becoming increasingly important.”
From Opwijk to international projects
The fact that the approach works is also evident from Opplant’s international presence. Their plants find their way to customers across Europe — and sometimes to high-profile projects.
For instance, the company has supplied events such as Wimbledon and carried out large-scale projects abroad. One of the most striking examples remains a chrysanthemum exhibition on Red Square in Moscow, where the entire square was filled with their jumbo ball chrysanthemums.
“Those are moments that stick with you,” says Filip. “Just like when you suddenly spot your own plants somewhere in Europe. That’s really satisfying.”
Ease of use is gaining ground
Consumer behaviour is changing too. “Ease of use is gaining ground,” says Dries. “Ready-to-use products will grow.”
“Less maintenance, less work,” adds Filip. “But at the same time, there remains a demand for nature and authenticity. Those two will continue to coexist.”
In a sector where pressure and complexity are increasing, Opplant is resolutely opting for diversification, flexibility and continuous adjustment. No grand words, just a clear approach: working in blocks and staying relevant week after week.