Jan Haaksman’s involvement in the floriculture industry is profoundly influenced by his family's history while also being marked by a spirit of innovation. His great-grandfather was a trailblazer in Chrysanthemum breeding in the Netherlands, and today Jan serves as a founding partner of Icon Selections in Colombia, embodying a story of upholding a family tradition while adapting it to equatorial climates and the demands of modern sustainability. And his company is now also into rose breeding, with a first selection available already.
With a career that spans various countries and cultures, his viewpoint unites tradition, technology, and the emotional core of flower farming. In this week's 10 questions, he reveals the obstacles, beliefs, and sources of inspiration that continually motivate his efforts in breeding Chrysanthemums for the future.
Question 1
For those who don’t know you, who are you, and what do you do?
"My story in flowers is a family legacy. My great-grandfather was among the first Chrysanthemum breeders in the Netherlands in the 1930s, and my father is still a grower in South Africa, where I was raised. It’s no surprise I pursued education in agriculture and horticulture. My entire career has been in floriculture, working with chrysant breeders across Africa and Europe. Today, I'm a founding partner of Icon Selections, a breeder in Colombia. For the last eleven years, our passion has been developing Chrysanthemum varieties specifically for equatorial climates and championing eco-agriculture."
Question 2
What is so special about your job?
"The global floriculture industry is an incredible tapestry of diverse cultures, climates, and scales—from small local farms to vast international enterprises. The most special part of my job is witnessing firsthand the millions of livelihoods this beautiful industry supports. Walking onto a farm at dawn, smelling the earth and flowers, saying 'good morning' to the team, and feeling their genuine warmth—it’s a privilege. It’s a living, breathing symbiosis of people and nature. Ultimately, we’re all connected by a simple truth: flowers make people happy."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"The greatest challenge has also been our greatest achievement: building Icon Selections, a new Chrysanthemum breeding company in Colombia, from the ground up amidst established competition. We specialized in the equatorial region, believing in working with nature, not against it. But breeding takes time, and winning growers' trust takes even longer. They expect us to perform like the giants, which is like ‘asking a baby to run.’ The constant travel is demanding, and I’m profoundly grateful for my family’s unwavering support, which makes it all possible."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"A significant threat for equatorial growers is the triple challenge of distance from major markets, high freight costs, and increasing demands for sustainable, low-carbon-footprint flowers. Our solution is breeding directly for these challenges. We develop Chrysanthemum varieties that are more robust, with longer vase lives to withstand long transport, and that thrive in natural equatorial light and climate, reducing the need for energy-intensive climate control. We aim to be a resource, bridging the gap between grower challenges and market demands through smart genetics."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Digital tools have revolutionized how we connect. We can share new variety photos and data with a click, a world away from the days of salesmen carrying sample boxes. This immediacy is powerful. However, we’ve learned a crucial lesson: a beautiful digital mood board doesn’t guarantee a viable flower. We’ve seen varieties that photograph well but fail in the unique equatorial climate. Technology provides the connection, but the foundation of our business remains the old-fashioned virtue of trust—growers believing our varieties will perform for them, not just on a screen."
Question 6
What would be your favorite saying and why?
"My favorite saying is, 'Everything exists everywhere, but the environment will select.' It’s a powerful scientific truth that guides our breeding philosophy. The potential for life is vast, but only what is truly suited to its conditions will thrive. It’s a reminder to work in harmony with nature, not against it, especially in the diverse climates we serve."
Question 7
How do you handle stress or difficult moments in your life?
"The stress of distance melts away the moment I step onto a farm. My strategy is immersion. Walking the fields, feeling the humidity, checking the strength of a stem, and seeing the results of our work in bloom is incredibly grounding. But most importantly, I talk to people. I ask the growers not just about the flowers, but about their lives. Reconnecting with the human heart of our industry—the shared passion and hard work—is the best therapy and instantly puts everything back into perspective."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The past year has been incredibly rewarding. Seeing our Chrysanthemum varieties win awards and gain recognition is a huge morale boost for our entire team. A key business achievement has been successfully positioning our small-flowered lines, the Dotty’s and Nebula’s, in the demanding U.S. market. This opens fantastic new opportunities for our growers. The momentum is building—we’re fresh off a successful Chrysanthemumweek and are now eagerly preparing to showcase our latest innovations at the Proflora show in Bogotá."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"Need you ask? Chrysanthemums! They capture spring's joy and autumn's richness in a single, incredible family. I’m endlessly fascinated by their morphological diversity—the wild shapes, sizes, and textures, all coupled with an astonishing vase life. They demand discipline to grow but reward you with endless creative applications. While I love them all, our Nebula series, with its spray-like bursts of tiny stars, holds a special place for its elegance and resilience."
Question 10
What are you doing this weekend?
"The sun is finally shining, and it might be the last warm weekend of the year here in The Netherlands. So, the plan is to be outdoors as much as possible, likely with a family braai (South African barbecue). I’ll also be doing some final preparations for my trip to Colombia for the Proflora show next week—a trip I always look forward to for the chance to reconnect with our team and grower friends."
All pictures courtesy of Jan Haaksman.
