At Meuleman Flower Nursery, it’s all about colour, quality and thinking ahead. What once began as a vegetable farm has grown into a family-run nursery with a strong reputation for bulb chrysanthemums and an ever-expanding range of flowering pot plants. Today, Dries Meuleman and Lies Bryon, together with the previous generation, are continuing to focus on flexibility, digitalisation and efficiency. Not to become the biggest, but to make life even easier for customers. From Jabbeke, they supply customers in Belgium and far beyond, with the same passion with which it all began: growing plants that customers can rely on.
More than just chrysanthemums
Anyone visiting Meuleman Flower Nursery today will notice it straight away. Of course, there are the impressive fields full of bulb chrysanthemums for which the nursery has been renowned for years. But behind this colourful autumn classic lies a story of entrepreneurship, innovation and a young generation that is clearly looking to the future.
The story begins with Peter and Pascale Meuleman-Deschepper. They built a vegetable business from scratch, growing lettuce in winter and tomatoes in summer. When the tomato sector ran into difficulties in the 1990s, they chose a new direction: ball chrysanthemums. A decision that would shape the future of the family business.
“By expanding our product range, we can take the pressure off our customers for much longer. That is our greatest added value today.”
Dries Meuleman
Today, Dries Meuleman and his wife Lies Bryon are at the helm. As the second generation, they are building on the solid foundations laid by their parents, whilst at the same time shaping the nursery’s future in their own way.
The strength of a wide range
Although the chrysanthemum remains Meuleman’s flagship product, Dries and Lies soon realised that customers were increasingly looking for convenience, variety and a broader range.
The first step towards pot plants came rather by chance. A sales representative dropped by with a tray of gerberas, and Dries and Lies were immediately won over. What began with 4,000 young gerbera plants gradually grew into a wider range, enabling the nursery to supply customers over a longer period.
Today, in addition to ball chrysanthemums, the range includes Gerbera Patio, Garvinea, Dahlia, Helianthus, Rudbeckia, Echinacea, Salvia, Coleus, Begonia, hanging baskets, patio pots and various seasonal products.
This expansion is no coincidence. It forms part of a clear vision: to take the hassle out of shopping for customers. By offering multiple product groups, Meuleman becomes a partner on whom customers can rely for longer and in more ways.
Chrysanthemums remain the foundation
Nevertheless, the ball chrysanthemum remains the plant with which it all began. For over 25 years, chrysanthemums have been the common thread running through the business. The season runs from July to October, with a range that has been continually refined over the years.
Whereas classic colours used to be the main demand, Dries now sees greater interest in unusual shades two-tone and three-tone varieties and themed mixes. In his view, the chrysanthemum remains a strong plant for garden centres: high volume, plenty of colour and long-lasting ornamental value.
To ensure a staggered supply for customers, Meuleman deliberately works in blocks. By shading certain chrysanthemums, they can better control flowering and plan deliveries more effectively. This avoids a peak where everything is ready at once, creating a more even rhythm throughout the season.
Working more efficiently, without losing our identity
In the coming years, Meuleman will continue to invest in automation and logistics. A major refurbishment is planned for 2027, involving the installation of a concrete floor and loading bays. The adjustable floor also plays a key role in enabling more efficient working and alleviating the physical strain of heavy labour.
Nevertheless, Dries and Lies do not want to evolve into a business specialising in just one type of plant in a single pot size. It is precisely their wide range that remains their strength. The challenge lies not in growing for the sake of growing, but in organising smartly, remaining flexible and maintaining the quality for which customers know them.
Water recovery is also becoming increasingly important. Climate change is driving the need for larger water reserves. That is why the company is expanding its water reservoir from three million litres to ten million litres.
Looking to the future sustainably
At Meuleman, sustainability is put into practice. Recovering where possible, reusing water, analysing waste streams and step by step, seeking better solutions. The nursery holds the usual certifications such as MPS and GLOBALG.A.P. and already grows peat-free pot chrysanthemums, although, according to Dries, this remains a work in progress.
This down-to-earth approach characterises the company: not just talking the talk, but walking the walk. Every improvement must fit within the realities of cultivation, quality and the customer.
Digitalisation as a matter of course
The new generation is also looking ahead in the digital sphere. For Dries and Lies, selling via Floriday, Plants on Cloud, WhatsApp and other digital channels is simply part of the way the sector is evolving.
Whereas some older growers find digitalisation a struggle, they see this as an advantage. A digital offering is clearer, more up-to-date and less prone to errors. This is certainly a major asset when dealing with a wide range of products.
“Staying flexible and responding to the market is just as important today as being able to grow crops well.”
Dries Meuleman
Tackling the market together
For Dries and Lies, good cooperation with partners such as Floréac remains essential. Not only to sell products but also to seek out opportunities in the market in a more targeted way. In their view, good communication, up-to-date availability information, high-quality product photos and regular consultation with sales staff make a clear difference.
Welcoming customers to the nursery or showcasing products together can also help to create new opportunities. After all, sometimes you simply have to see the plants to be convinced.
Young, dynamic and flexible
What are Dries and Lies most proud of today? The feeling after a successful season. The hard work that pays off. Customers who keep coming back. And a business that is ready for the future without losing its family character.
They describe Bloemenkwekerij Meuleman as young, dynamic and flexible. A nursery that adapts to new situations, dares to seize opportunities and maintains a positive outlook on the sector.
Whether it’s chrysanthemums, gerberas, hanging baskets or a new product range: at Meuleman, the same ambition remains central. Growing high-quality plants, taking the pressure off customers and continuing to grow step by step.