De Ruiter recently held Exposed® 2021 Retail in the Netherlands. On Wednesday, June 9, and Thursday, June 10, they hosted numerous flower professionals. The attendees assessed various new numbers from De Ruiter East Africa on the most important specifics making a rose a success. The varieties and codes weren’t named or numbered, so the attendees had to make a blind selection.

Those present were well up to the task. They provided their professional opinions about all the varieties which were part of the selection. These results are important to De Ruiter East Africa, for the company includes findings in its vision and strategy.

There were importers, exporters, and representatives from packing companies, as well as Dutch growers from Africa. The data is processed and shared with both De Ruiter’s colleagues in Africa, as well as with the pofessionals who were present. Meanwhile, all participants were informed about the varieties and codes they selected and assessed. Also, the first samples are being delivered.

All the selected roses have an excellent chance of being developed into a fully-fledged variety, and could potentially be a great addition to any existing assortment, Örjan Hulshof, De Ruiter’s marketing manager, tells us.

Breeding future proof
De Ruiter wants to reduce its varieties’ footprint as much as possible. To do so, De Ruiter started researching sea container transport years ago. Using extensive studies and trials, they tested many varieties. It turned out many of De Ruiter’s roses are suitable for transportation by sea. That’s without having to compromise on quality despite the longer transit time. These roses are used in the retail sector. De Ruiter ran diverse tests in cooperation with independent bodies and various importers/traders, with very positive results. So much so that De Ruiter can extend the ‘Sea Transport Proven’ certificate to many of its range’s varieties.

The ‘Sea Transport Proven’ label.

De Ruiter Creating Flower Business
Airfreight costs are climbing, and over the last year there have been less flights. Capacity is lacking. These factors are causing a paradigm shift in the world of flower transport. Cargo planes and their flight movements have dominated this market for more than 40 years. The many stopovers result in the flowers being unconditioned for hours. That’s very detrimental to the roses’ quality.

As a result, alternatives are being sought. One of these is sea freight. Technological advances and new handling protocols have encouraged and enabled this development. But achieving success in this new domain requires new ways of thinking. And professional actions from the grower to the supplier to the consumer market.

De Ruiter, one of the largest players in the cut rose breeding sector, is constantly looking for new developments. Therefore, the company also aims to encourage and help optimize this sea freight development.

There are new possibilities for the varieties and entire chain. That’s without compromising on any positive characteristics. Naturally, De Ruiter can give people information about its varieties and the necessary cultivation techniques. That’s for anyone interested in the varieties of De Ruiter’s varieties – with or without sea freight.

As a breeder, the genes at your disposal are the source of possible innovations and resulting successes. De Ruiter, therefore, stands for “Creating Flower Business”, says Örjan.

For more information about Exposed, please contact Örjan Hulshof at