Floréac is celebrating its 70th anniversary and we want to honour it! To mark this milestone, we have invited some of our loyal partners to look back together on the unique development of our cooperation across generations. And that’s not all: especially for this special occasion, we present our exclusive promotion “70 Years – 70 Days of Deals!” Don’t miss this unique opportunity and celebrate with us!
OVATA is a modern and automated greenhouse horticulture company specialising in producing succulents. Under 8 hectares of glass, we grow our SuPure®, succulents with passion. Every succulent, regardless of the time of year (consistently), is of the same quality, intense colour and strength. At OVATA you get SuPure®, a concept that makes you happy. We are aware of our environment and grow in harmony with nature
What can you tell us about the pioneering period at the beginning of the cooperation with Floréac?
The relationship between Floréac and OVATA has existed since the last century, and substantial growth emerged around 2008, when sales of OVATA’s succulents through Floréac’s network took a significant leap. This positive trend continued, with ups and downs typical of the dynamic horticulture sector. From 2019, we saw another strong growth, reaching a record high in 2023.
How many generations does this go back in your company’s history?
In 1974, the story of OVATA started in Bleiswijk, the Netherlands. The 7-year-old Hans Ammerlaan, fascinated by cuttings of Crassula ovata, unknowingly laid the foundation for what would later become OVATA. What started as a childhood fascination grew into a passion that resulted in the establishment of “Plant nursery Hans Ammerlaan” in 1987.
Is there a anecdote you can tell about our collaboration?
Floréac’s strength lies in their continuous commitment to loyalty, cooperation, innovation and respect, treating suppliers as partners. This is demonstrated by initiatives such as the annual open days where growers could present their products, and a company visit with a full bus of Floréac employees to OVATA in 2002, organised by Frank Reijgersberg.
This approach has kept Floreac afloat in an industry full of change, where many companies come and go. A testament to their perseverance is the fact that Floréac, as one of the four trading houses that once supplied IKEA with OVATA’s succulents in blue pots, is the only one still standing. The 70-year anniversary is therefore not a foregone conclusion, but can be called admirable.
How has the business relationship developed over the years?
The growth reflects not only the increasing demand for OVATA’s succulents, but also the mutual trust and shared values of both companies.
Floréac’s extensive network and innovative approach, combined with OVATA’s expertise and commitment to quality and sustainability, create a synergy that is more than the sum of its parts. As a proud supplier, OVATA answers this trust with reliability, quality and strong partnership agreements.
As Floréac celebrates its 70th anniversary, this partnership symbolises what is possible when passion, innovation and a shared vision come together. The story of Floréac and OVATA shows that in the world of plants, as in nature itself, the most beautiful results are created when different elements work together in harmony.
Congratulations on behalf of the entire OVATA crew on this wonderful anniversary.