Supplier in the spotlight: Hooftman Boomkwekerij – Boskoop
We started in Boskoop about 30 to 35 years ago. I was born and raised here. My parents had a flower shop and a nursery with cut branches, but I didn’t see much of a future in that myself. So, step by step, I ended up in garden plants. First on a very small scale, with rented land, and later we purchased land at our current location. That ultimately became the basis of what Hooftman Boomkwekerij is today.
The basis for every garden
We grow a wide range of deciduous and evergreen, hardy shrubs. These are plants that we describe as the basis for the garden. They may not always be spectacular at the time of purchase, but they are plants that you can enjoy for years to come. Our slogan ‘plant now, enjoy forever’ sums it up nicely.
We mainly supply varieties such as Deutzia, Choisya and Philadelphus in square 2-litre pots with a click label. This choice is very deliberate: square pots allow for approximately 20% more load on a Danish trolley than round pots. In times of high transport costs, this makes a significant difference. Our sales season mainly runs from week 4 to week 18 to 20, and is really focused on the early start of spring.
In addition, we work with variety within a single product group, for example Deutzia in white, pink and red, at a single uniform price. This makes it easier for garden centres to present a wide range without complexity.
“We may not sell spectacular plants, but we do sell branches that you can rely on for years to come.” Victor Hooftman
Cultivation, automation and people
Most of our plants are grown on lava substrate, some of them in greenhouses. Today, the main focus is on automation. This is not a luxury, but a necessity. Staff are scarce and costs are rising. By working smarter and lighter, we are keeping the company future-proof.
At the same time, I am extremely proud of our team. We work with people who have been with us for decades. That knowledge and loyalty are priceless. We really do it together: no one is above the rest here. If necessary, I work just as hard in the hall as anyone else. Especially in the crucial period between week 4 and week 20, everyone knows what is at stake.
Sustainability: realistic steps forward
For us, sustainability is mainly about continuous improvement. Water is completely recirculated, which saves not only water but also fertilizers. We are surrounded by windbreaks to limit drift, and a few years ago we installed solar panels, which are yielding a good return. In the future, we will also look into the possibilities of battery storage.
In our pots, we use 80 to 90% basic fertilization, so that the plant can still absorb nutrients in the garden centre. We are very consistent when it comes to plastic recycling: almost everything is collected separately and reused.
“For us, sustainability is not about big slogans, but about every realistic step we can take today.” Victor Hooftman
As for peat, we are taking steps, but in a considered manner. We are gradually replacing some of it with compost and wood fibres, sourced locally as much as possible. We still consider going completely peat-free too risky for a large and wide range of products. Moreover, you also have to dare to look at the total ecological footprint of alternative raw materials.
Working with Floréac
Our collaboration with Floréac has been going on for many years and has only become more intensive over time. Conceptual thinking in particular has had a strong influence on us as growers. Through open communication, you learn where losses occur, where opportunities lie and how you can create added value for the garden centre together.
Ultimately, it’s all about joint returns. The market is under pressure: costs are rising and regulations are becoming more complex. That’s why it’s important to be transparent and work together to find solutions that work, both economically and sustainably.
Making the most of the seasons, sharing knowledge
We see that spring usually goes well in garden centres until around week 20. After that, the focus shifts strongly to flowering products and later even to Christmas. That is understandable, but at the same time we are missing out on opportunities. Our products are also ideal for the autumn. Working seasonally, with clear choices and rotation in the range, results in less waste and more turnover.
Knowledge plays a key role in this. This knowledge often lies with the grower and must reach the shop floor via partners such as Floréac. Garden centres that invest in their people demonstrably sell more greenery.
Trends and innovations
One project that I personally find very rewarding is our collaboration on First Editions and Endless Summer, through Arie Bouman and Bailey Nurseries. These are strong concepts with recognisable pots, labels and healthy, sustainable, exclusive plants. It took years for this to really gain traction, but today we are seeing clear growth.
New varieties are constantly being added, which keeps the profession exciting. Sometimes you have to dare to invest, even if not everything works out right away. But when it does take off, it gives you a tremendous amount of energy.
Corporate culture and pride
What makes me most proud is how the company is running today. Not because everything is perfect, but because we continue to move forward with a stable team, clear values and a shared passion. We have a wonderful profession, with many challenges, but also with enormous potential.
I see the future in collaboration: growers, exporters and retailers strengthening each other instead of just focusing on price. Only in this way can we keep the sector healthy and attractive.
