Written by
Sanne Sips
For forty years, Dutch flowers have adorned St. Peter’s Square during the Easter celebration in Rome. Around the papal blessing Urbi et Orbi, the square transforms into a sea of flowers, placing Dutch floriculture in the global spotlight. We use this moment to draw attention – across various media – to innovations and sustainable developments within the sector.
Gerbera United on De Grote Tuinverbouwing (SBS6)
On Saturday, April 4, viewers of the Dutch SBS6 program De Grote Tuinverbouwing will get a special behind-the-scenes look at Gerbera United, one of the growers supplying flowers for the Easter spectacle in Rome. Grower Gijsbert Verboom guides presenter Ivo Putman through the greenhouse and shows how they use biological pest control in cultivating gerberas, contributing to more sustainable production.
Ivo Putman: “I think it’s both enjoyable and important to show our viewers how Dutch floriculture is working on sustainability and innovation. It’s something we can be proud of.”
KRO-NCRV special
KRO-NCRV is also highlighting the Dutch floral contribution. On April 5, the broadcaster will air a special program in the lead-up to the Urbi et Orbi. In it, the makers visit breeder Dümmen Orange, among others, and interview Charles Lansdorp – one of the driving forces behind this project. Viewers are given a unique insight into the journey of the flowers that will ultimately be seen in Rome.
Press given exclusive behind-the-scenes look at Gerbera United
On Wednesday, March 25, a special press moment took place at Gerbera United in Zevenhuizen, where head arranger Piet van der Burg, together with grower Gijsbert Verboom, selected flowers for the decoration of St. Peter’s Square. The chosen red and white gerberas form an important part of the arrangements, complemented by accents of red, white, and blue to mark 40 years of Dutch flowers in Rome. Van der Burg, responsible for the overall design and flower selection, offered attending press a unique insight into the selection process and the creation of the arrangements that will be seen worldwide during the Urbi et Orbi.
Piet van der Burg: “Since 1986, Dutch flowers in St. Peter’s Square have conveyed a message of hope and connection. From gerbera to delphinium, and from rose to chrysanthemum, together they form a whole and tell one story. As head arranger, I work with flowers that represent warm feelings for many people. I’m grateful to be able to contribute to that.”
Gijsbert Verboom: “As a grower, you work with care on your flowers in the greenhouse every day. Yet it remains special to know that our gerberas will soon be on St. Peter’s Square. Together with fellow growers, we supply flowers that people all over the world can enjoy. That’s wonderful, and I’m truly proud of it.”
Part of "Hier groeit iets moois"
The TV item in De Grote Tuinverbouwing is part of the Dutch communication movement “Hier groeit iets moois.” Through this initiative, the floriculture sector shows where flowers and plants come from and how growers and breeders work every day on sustainability, innovation, and quality. At the same time, the movement highlights what flowers and plants do for people: they create atmosphere, bring people together, and make everyday life just a little more beautiful.
Through personal stories and behind-the-scenes insights, we aim to increase understanding and appreciation for the floriculture sector, and to show how much knowledge, craftsmanship, and innovation lie behind the products.
