Gediflora

3 generations of love

for chrysanthemums

For 3 generations there has been a distinct love for chrysanthemums. The passion and enthusiasm for what we do has helped to ensure that we are among the world's best. We strive to be and remain the specialist in bulb chrysanthemums.

1952-The Beginnings of Pieters Chrysanthemums

What began as a hobby grew into a passion: making chrysanthemum cuttings.

Georges discovered his love for chrysanthemums during a trip to France, where he first encountered potted chrysanthemums. As a hobbyist, he began growing his own mother plants. Soon Georges had more cuttings than he needed. So he began supplying fellow chrysanthemum growers. In 1974, when the vegetable industry was in decline, he focused entirely on chrysanthemums and founded the Pieters cuttings propagation company.

1952: The Beginnings of Pieters Chrysanthemums

1978-Start of son Dirk

In 1978, son Dirk joined the family business.

From then on, he and Georges began to focus on perfecting the cultivation and distribution of cuttings. Dirk's drive, passion, focus and enthusiasm made the company grow to unprecedented heights.

1978: Start of son Dirk

1981-Start of innovation

In 1981, Georges and son Dirk began developing their own chrysanthemum varieties through breeding, a milestone in the company's evolution. Previously they relied on French varieties; France was then the center for chrysanthemum breeding.

1981: Start of innovation

1984-Second Generation

In 1984, Dirk and Christine took over the company, which was in full expansion. Outdated greenhouses were replaced with modern facilities for propagation of cuttings and mother plants.

1984: Second Generation

1985-Market shifts and expansion

In 1985, Pieters expanded again with the construction of new greenhouses, which increased production capacity. Chrysanthemums began to transcend their role of graveyard flowers, thanks to early flowering varieties that opened up new markets.

1985: Market shifts and expansion

1986-Founding of Gediflora

In the late 1980s, Gediflora was founded. The company became a pioneer in breeding innovations.

1986: Founding of Gediflora

1990-New facilities

Between 1989 and 1990, Gediflora expanded with new facilities. The new infrastructure included modern offices, a loading dock and innovative greenhouses with advanced lighting and production capabilities, strengthening Pieters' market position.

1990: New facilities

1996-Production of cuttings in Brazil

Gediflora started producing chrysanthemum cuttings in Brazil in 1996.

1996: Production of cuttings in Brazil

2002-R&D

Gediflora expanded its focus to research and development (R&D) in 2002. Old greenhouses were converted for R&D projects, including modern ebb and flow greenhouses, which promoted innovation in plant care.

2002: R&D

2013-Third generation

In 2013, Gediflora marked an important milestone in its history with the takeover of leadership by Elien Pieters, who represents the 3rd generation of the family business. Elien, daughter of Dirk and Christine, brought a fresh vision and energy to the company and focused on strengthening Gediflora's position as a world leader in the chrysanthemum industry.

Under her leadership, Gediflora put a strong focus on innovation and further expanded its global reach. The combination of family values and modern strategies ensured a successful continuation of the family tradition.

2013: Third generation

2015-Afrika

In 2015, part of the production was moved to Kenya.

2015: Afrika

2022-New R&D department

In 2022, Gediflora completed construction of the Paraty R&D facility. This modern facility provides an innovative environment for breeding and improvement of chrysanthemums, with advanced technologies and research facilities for the development of high-quality plants.

2022: New R&D department

Golden genetics

+ quality

+ service

In the world of chrysanthemums, there is always room for innovation and improvement. Chrysanthemums used to have all sorts of shapes, but Dirk Pieters had a dream: beautiful, naturally round chrysanthemums, perfectly flexible to fit easily into the sleeve. This was not just any idea, but a golden one.

Breeding

With our extensive assortment characterized by the unique genetics, we can meet the demand the world market and every grower will find what he is looking for. Gediflora only markets the best varieties. To ensure outstanding quality, Gediflora has a critical selection procedure with extensive and strict selection criteria.  

Propagation

The propagation process is characterized by on-going trainings and protocols to deliver healthy, vegatative and uniform cuttings.

Quality

Delivering quality is at the top of the list at Gediflora. Here we make no compromises!

Service

Together with the grower, Gediflora searches for the most suitable varieties for its cultivation. Gediflora attaches great importance to good after-sales service, flexibility, punctual deliveries and 100% order fulfillment. No question remains unanswered, no problem unsolved. Gediflora wants to be a good and reliable partner, now and in the future!

What we do we want to do better. We want to make a difference, not run along, but pull the head of the pack!

The values and norms within Gediflora

Driven

At Gediflora, we put things in motion. We dare to be self-critical and what we do we want to do better. We want to make a difference.

Passionate

We are one by one possessed by Gediflora. We have fun and are totally absorbed in what we do.

Sincere

Empty promises have no place with us. At Gediflora, everything starts from good intentions and we treat everyone the way we want to be treated.

Together

We don't play solo. We show interest in each other and find it important not to achieve results alone, but with each other.

Our sustainability initiatives

Water Conservation

We use an advanced irrigation system that ensures minimal water consumption without compromising the quality of our flowers.

Solar energy

Our roofs are equipped with solar panels, which helps reduce our carbon footprint.

Biological control

Instead of chemical pesticides, we use as many natural enemies as possible to control pests, contributing to a healthier environment for people and nature.

Want to know more?

More questions? We'll be happy to help!