


Dutch Flower Group (DFG) hosted its annual Dutch Flower Awards ceremony at Trade Fair Aalsmeer on Wednesday, 6 November 2024, recognising all of the hard work of DFG’s suppliers. This year’s winners include Pico Bello Hortensia, Optiflor and Afriflora.
Nine cut flower and ornamental plant growers battled it out to win DFG’s prestigious Dutch Flower Award, which identifies successful and growing companies.
Now in its 22nd year, the prestigious accolade recognises hard-working, outstanding horticultural entrepreneurs who demonstrate excellence and extraordinary success in areas such as innovation, product quality, supply chain management, and commitment to sustainability efforts. All candidates are suppliers with whom the Dutch Flower Group has a tried and tested relationship.
In the category Cut Flowers, the winner was Pico Bello Hortensia from Bleiswijk, a 10-ha nursery run by Paul Kouwenhoven and his sons Bob, Richard and Danny. Together, they grow a wide range of cut Hydrangeas.
In the Ornamental Plant category, the award went to Opti-flor from Monster. The Hendriks family runs the Phalaenopsis company and grows orchids for the higher end of the market.
Afriflora won big in the category of International Grower. Afriflora ranks among the world’s largest rose farms in Ethiopia. Spread across three locations, their greenhouses span an area of more than 500 hectares. Every day, 13,000 people work hard to grow the roses found in various European supermarket chains.
As a token of appreciation for their significant contribution to the floriculture sector, Matthijs Mesken and Floor Schamp from VGB and Sylvie Mamias from Union Fleurs (International Flower Trade Association) were also honoured.
Before the Awards ceremony, DFG CEO Jan van Dam gave an update on recent developments at the company and reported on significant milestones reached during the past year. DFG sales for 2024 are expected to hit €2.3 billion, representing a year-on-year increase of almost five per cent.
He also took the opportunity to emphasise the importance of flowers and plants for human wellbeing and underlined the power of partnership: “Close cooperation with our growers is essential for continued innovation and increasing our focus on sustainability, so we can all stand strong together in the future.”
Finally, Jan van Dam called on growers and partners to submit projects through the Dutch Flower Foundation, also celebrating its 25th anniversary, to continue supporting vulnerable people within our supply chain together.