Creating Flower Business®

About us

De Ruiter has consciously worked on the development of the product rose in its more than one hundred years of existence. We were also at the cradle of pot rose cultivation. Nowadays, in addition to cut and pot roses, we also breed spray roses, patio and landscape roses, cut and pot hypericum, hip roses, Anigozanthos and hydrangeas.

Started as a family business, we have grown into an organization with international fame in the field of breeding and propagation of all types of roses. Since 2015, De Ruiter has been awarded the title “Purveyor to the Royal Household” by the Dutch King.

Our Vision and Mission

Vision: Creating Flower Business® where we strive to optimally serve every link in the floriculture supply chain: from grower to florist.

Mission: The development and commercialization of new, improved and marketable rose/flower varieties, through:

  • Interactive communication with the flower sector;
  • Continuous integration with strategic partners, key players and influencers in the market;
  • Market acceptance while maintaining contacts throughout the supply chain;
  • Introduction of high quality varieties which stand out in the market and thus strengthen the global position of De Ruiter.

Breeding & Selection

Research & Development forms the basis for De Ruiter’s innovative business.

Keywords for our breeding are: plant health, productivity, uniformity, forms of transport, colors, scent, cultivation techniques, environmental requirements and vase life. For the breeding & selection program, De Ruiter makes use of data-based breeding in addition to traditional breeding and selection methods.

By continuously collecting market data, De Ruiter can respond to all specific requirements or petitions from the supply chain.

For the development of disease resistant and sustainable varieties, De Ruiter participates in scientific research together with universities and scientific research organizations in the field of biogenetics, marker techniques, DNA fingerprints, phenotyping and genotyping.

Thanks to our longstanding experience, we detect the various uses for our varieties early in the selection process.

Breeding takes place at the head office in the Netherlands and at our location in Kenya. The moderate climatic conditions of our advanced greenhouses guarantee an optimal breeding process.

Test locations

We collect product information based on measurements we take at our test locations in our worldwide production areas. A working method that also leads to the product differentiation we want.

In our test center at the Meerlandenweg in Amstelveen in the Netherlands, all worldwide codes and varieties are tested on a regular basis in the conditioned flowering room.

Head office The Netherlands

Our varieties are traded all over the world. Agents and representatives monitor and introduce our products.

National and international contacts with agents, growers, propagators, marketers, exporters, sales organizations and supermarkets are coordinated daily from the head office in Amstelveen, the Netherlands.


In addition to the strict selection methods in the field of cultivation techniques, transport and growth properties, shape, color, scent, production and vase life, De Ruiter expressly looks at its contemporary responsibilities with regard to the environment and corporate social responsibility.

The emphasis is on People and Planet. De Ruiter continuously invests in its people through expanding knowledge, training, research and making aware about how De Ruiter wants to do business in a socially responsible and environmental friendly manner.

The environmental aspects of breeding and selection on location are continuously evaluated in order to use more biological and less harmful or chemical pesticides. The supply chain partners are involved in this process and it is pointed out that the newly developed varieties of De Ruiter are more disease resistant and as a result require less pesticides or water, which reduces the ‘carbon footprint’ and allows the grower to produce in a more sustainable way.

De Ruiter uses the norms prescribed by various quality labels, such as ISO 9000, Fairtrade and MPS. De Ruiter sets high standards for itself in order to obtain the best varieties with the least environmental and socio-economic impact.


In order to optimally serve our worldwide customers, De Ruiter has test and show greenhouses in the regions of Europe, Africa, South America, India and China, which are production areas with different climatic conditions, solar radiation and cultivation techniques.

Productiegebieden met verschillende klimatologische omstandigheden, hoogte-instraling en teelttechnieken. Doel van ons regio-beleid is om de lokale markten te bedienen en om verdere differentiatie in ons sortiment aan te brengen. Uit deze voor de rozenteelt belangrijkste productiegebieden worden onze rozen door telers en handelaren in grote aantallen over de gehele wereld geëxporteerd.

Meet my Roses®

Meet my Roses

With Meet my Roses®, De Ruiter creates a preferential position for its roses with the trade and consumers by stimulating the demand for our roses. Our growers benefit from this, who meet the demand with their offer.

Under the guidance of our head office and our agents worldwide, we take our relations into the world of the rose. From our test field to the end product for the consumer. With the aim of a good return for all our supply chain partners.

Meet my Roses® is our proof of Creating Flower Business®.