"Hard work and never giving up"

"If you think doing business in the Netherlands is challenging, it's nothing compared to our operations in Ethiopia. You really have to be persistent, or you won't last long here," says Gert-Jan Klaver, CEO of Klaver Flowers. The family business cultivates Lilium in Heerhugowaard, the Netherlands, and grows Gypsophila, Limonium, Craspedia, and Molucella in Wondo Tika, Hawassa, Ethiopia. They have now become the largest grower of Gypsophila and Limonium in the region. This week, they are also exhibiting at the HortiFlora trade fair in Addis Ababa.

© Klaver FlowersOn the left: Lydia Klaver (CFO) and Danny Koppes (CCO), on the right: Gert-Jan Klaver (CEO) and Gulilat Bekele (farm manager)

How it all began
What started as a lily forcing business has grown into an international cultivation company. "Klaver Flowers is a family business with an entrepreneurial heart," says Gert-Jan. In 2000, he took over his father's shares and worked alongside his uncle for another five years. In 2005, Lydia Klaver became co-owner. "We have a great partnership, each with our own responsibilities."

In 2007, they decided to expand to Ethiopia. "Energy costs in the Netherlands were high, and labor was becoming increasingly expensive. We had to choose between expanding in the Netherlands and starting in Africa, and we chose Ethiopia. We secured a PSOM subsidy and, at the time, considered Ethiopia a safer option than Kenya. Moreover, it is closer to the Netherlands."

© Klaver FlowersGypsophila Zinzi Discovery

They started with a 25-hectare farm and, just like in the Netherlands, focused on growing lilies, and here primarily for retail. However, they soon encountered major challenges: an unreliable partner, tribal conflicts on the farm, and logistical issues such as delayed bulb deliveries. In Ethiopia, we have to handle everything ourselves, from sourcing fertilizers and chemicals to arranging packaging and logistics. If you think doing business in the Netherlands is challenging, it's nothing compared to our operations in Ethiopia."

In 2012, they had to start over with a new 50-hectare farm, this time without a partner. After years of trying, they found that lily cultivation wasn't suitable: importing bulbs was expensive and logistically complicated, the product was heavy and difficult to transport, and the quality couldn't compete with Dutch greenhouse-grown lilies. They switched to Gypsophila, a crop that thrived and was in high demand. This led to annual expansion. They then added Limonium, in which they have also become a major player. In addition to Gypsophila and Limonium, they now grow Lepidium, Craspedia, and Molucella and are testing Helianthus, Eryngium, Hypericum, Carthamus, Veronica, and Delphinium in their trial field.

In 2022, they expanded with land adjacent to the farm, growing from 50 to 70 hectares and increasing staff from 700 to 1,100 employees. In January 2024, they acquired another 50 hectares, bringing the total to 120 hectares, with 85 hectares in production and 2,150 employees.

And the challenges? "Challenges will always come in Ethiopia. You always have to look for solutions," says Gert-Jan. "You can't let it keep you up at night, or it'll take a toll on you fast."

Via the auction
Everything is sold through the Dutch auction. "We value the auction clock and want to sell our best products there daily. Most sales happen through direct contracts, daily sales via our webshop, or by phone."

Growth on all fronts
In Ethiopia, Klaver Flowers has not only expanded in land but also in workforce and assortment, thanks to increasing demand. Gert-Jan emphasizes that growth in staff is not just about numbers but also about employee development. "We invest a lot in training people, and respect is an important part of our farm. Everyone is respected, regardless of their role. It's essential that people are properly motivated to work. We are actively involved in social projects, from supporting students to funding the local clinic and other community initiatives."

The assortment continues to evolve too. "We don't just grow flowers, we keep innovating. In our trial field, we cultivate Delphinium, Unicorn, Eryngium, Hypericum, Helianthus, Carthamus, and Veronica. Our latest addition is Molucella. After an intensive testing period, we've started the structural supply of this flower. From July, we expect stable volumes and year-round availability. With our cultivation plans, we ensure that we always offer our customers something new, without compromising on quality or reliability. For now, we're taking a step back, but as soon as the market and our company are ready, we will expand further."

© Klaver FlowersFrom July: stable Molucella supply year-round

According to Gert-Jan, customer demand has steadily increased, and Klaver Flowers has grown with the market. "Your quality must be consistently high, and you must guarantee this 365 days a year. Additionally, the product must be uniform—customers should be able to buy blindly. If something goes wrong, we resolve it properly."

Klaver Flowers continues to grow in Heerhugowaard too and particularly in sustainability. "Over the past five years, energy consumption has decreased by 25% due to the transition to LED lighting and more efficient energy solutions. Half of our production now relies on biological pest control, with chemical interventions kept to a minimum and only used when essential. We are also experimenting with biologically disinfected bulbs and more sustainable storage methods, such as reducing peat use and optimizing space by storing more bulbs per crate. Step by step, cultivation is becoming smarter and more sustainable."

Proud
What is Gert-Jan most proud of? "We take pride in what we have achieved. We are a successful international company with two locations, delivering top-quality products every day. We are proud of the high standards we have reached, the beautiful crops we grow, and the passionate people who work to deliver an excellent product. We are the largest Gypsophila supplier in Africa, with 60 hectares and an annual production of 50 million stems, including the small-flowered Gypsophila 'Zinzi Discovery'. Additionally, we are the largest Limonium supplier in Ethiopia, with 20 hectares and 20 million stems per year. In the Netherlands, we continue to grow, operating the country's largest lily forcing facility, covering 14 hectares in Heerhugowaard."

Beyond their own cultivation, they collaborate with contract growers—two in the Netherlands and two in New Zealand. "By knowing the origin of our lily bulbs, we can supply top-quality lilies year-round."

Gert-Jan: "But above all, I am proud of my family, our team, and our employees. It's incredibly hard work, but thanks to them, we succeed!"

Prices under pressure, but still satisfied
How is the market currently? "We are satisfied with how things are going so far. Gypsophila prices are under pressure, partly because we have expanded significantly ourselves. Lilies are off to a good start this year."

Voor meer informatie:
Klaver Flowers
info@klaverflowers.com
www.klaverflowers.com