In 1952 vegetable grower Georges Pieters decided to divert his activities to the growing and propagating of pot chrysanthemums. Love, devotion and enthusiasm took his business rapidly to an enviable high standard.
In 1982 Georges decided to step aside and leave the management and administration of the business to his son Dirk Pieters. Dirk, together with his wife Christine, developed the Gediflora company further and focused specifically on the breeding and propagation of pot chrysanthemums. In 1991 the first commercial varieties were introduced onto the market. Since then the market share has risen rapidly in this new segment and new varieties have removed the typical ‘graveyard image’ of the pot chrysanthemum. Chrysanthemums have become to be seen more and more as flowering pot plants used for decorative purposes in the house and garden!
In total, 3 hectare of greenhouses and 14 hectare of experimental and production fields provide employment for a motivated team of 32 employees under permanent contract. Gediflora has a greenhouse of 1 hectare specifically for propagation purposes together with an experimental garden of 4 hectare and the use of its own laboratory.
In 2013 daughter Elien Pieters will take over and become the general manager of Gediflora. Together with her husband, David Daenens, she is determined to keep Gediflora at the top of the list of important breeders and propagators of pot chrysanthemums.
Gediflora’s wide range of exclusive breeds and families is known under the brand name ‘Belgian Mums’. ‘Mum’, the abbreviation of the English word ‘chrysanthemum’ is an international name, which is recognised for the rich flowering, typically Belgian ball-shaped chrysanthemum. ‘Belgian’ refers in its turn to the Belgian roots of the parent company Gediflora. The Belgian Mums brand is a golden combination of unique genetics, rigorous selection and daring creativity.