About us
Our story
De Ruiter has consciously worked on the development of the product rose in its more than one hundred years of existence. We were also at the cradle of pot rose cultivation. Nowadays, in addition to cut and pot roses, we also breed spray roses, patio and landscape roses, cut and pot hypericum, hip roses, anigozanthos and hydrangeas.
Started as a family business, we have grown into an organization with international fame in the field of breeding and propagation of all types of roses. Since 2015, De Ruiter has been awarded the title “Purveyor to the Royal Household” by the Dutch King.
Mission & Vision
Mission: The development and commercialization of new, improved and marketable rose/flower varieties, through:
- Interactive communication with the flower sector;
- Continuous integration with strategic partners, key players and influencers in the market;
- Market acceptance while maintaining contacts throughout the supply chain;
- Introduction of high quality varieties which stand out in the market and thus strengthen the global position of De Ruiter.
Vision: Creating Flower Business® where we strive to optimally serve every link in the floriculture supply chain: from grower to florist.
Breeding & Selection
Research & Development drives De Ruiter’s innovation, focusing on plant health, productivity, transportability, fragrance, and vase life. By blending traditional breeding with advanced data-driven techniques, we adapt to market trends and develop disease-resistant, sustainable varieties.
Collaborating with universities and leveraging biogenetics, DNA fingerprinting, and phenotyping, we identify promising varieties early. Breeding occurs at our Dutch headquarters and in Kenya, using cutting-edge greenhouses for optimal results.
Global Testing & Operations
We gather product information through measurements at our test locations across global production areas. This method not only ensures accurate data but also drives the product differentiation we strive for.
At our test center in Amstelveen, Netherlands, located on Meerlandenweg, all global varieties and codes are regularly tested in a conditioned flowering room, ensuring consistent quality and performance.
Our head office in Amstelveen also serves as the hub for our international operations. From here, we coordinate daily with agents, growers, propagators, marketers, exporters, sales organizations, and supermarkets. These national and international contacts ensure our varieties are introduced, monitored, and traded globally.
Corporate Social Responsibility
De Ruiter prioritizes the environment and corporate social responsibility alongside its strict selection methods for cultivation, transport, and product quality. Focusing on People and Planet, De Ruiter invests in employee development through training, research, and awareness, promoting socially responsible and eco-friendly business practices.
Efforts to reduce chemical pesticide use and enhance disease-resistant varieties help lower water usage and carbon footprint, encouraging more sustainable production. De Ruiter adheres to high standards, following certifications like ISO 9000, Fairtrade, and MPS, to ensure the best varieties with minimal environmental and socio-economic impact.
