Jelle Posthumus on the 10 questions this week on Thursd, details his floral career journey which spans more than a decade thus far. He reflects proudly on the progress of rose breeder, United Selections since taking reigns as the company's CEO. And also on a personal level his recent achievement as one of the owners and board members of Könst Alstroemeria.
Read on to learn about his story and vision for the two companies and his infectious passion for flowers and spreading joy through them.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Jelle Posthumus, and I’ve worked in the floral industry for over ten years. I am currently the CEO of United Selections, a global rose breeding company that breeds exclusively in Kenya, Nakuru. Where we create and introduce new rose varieties that growers, florists, and consumers love. In addition, I became one of the new owners and board members of Könst Alstroemeria last year.
My passion for flowers turned into a career focused on bringing a company to the next level through strong teamwork. Effective teamwork makes the dream work.
Outside of work, I’m a husband, father of two boys, and someone who believes in the power of flowers to connect people. I also love watching Ajax, playing golf, and running at least three times a week, to keep my energy level high and think about new things to do. Personally, I like to share the video from last year June 2024 with an interview made by Alina Neacsa at our facility in Kenya. Watch the video below."
Question 2
What is so special about your job?
"What makes my job special is that I get to be part of something that brings beauty and emotion to people’s lives. And always try to get people together and let them understand what another team member needs and tries to say. Communication seems so simple, but it's the most difficult part of our lives….Does the other person understand what I ask or request? In many cases, you see that people come from different perspectives and then they do not always understand each other the way they expect.
And of course, roses are more than just flowers—they represent love, celebration, and connection. Being involved in creating and sharing these roses with the world is very rewarding. I also get to work with a great number of people in different parts of the world from breeders, growers, and florists who all share the same goal as any other relevant chain partner. Seeing how our roses make people happy is what makes it all worthwhile."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Challenges and obstacles exist in many ways. It is all about turning them in the right direction and into opportunities. Sounds easier than it is, of course, haha. But in a way, it's true. You have to look at how to achieve your goals. If today, not through this way, we will try it tomorrow through another. But one thing is for sure: We will get there!
But maybe one of the biggest challenges has been adapting to the different needs of growers in various countries. For example, growers in Kenya, Ecuador, China, or the Netherlands have different conditions and expectations. To overcome this, we listen closely to our clients and work together to keep moving in the right direction with new varieties. One very simple way of looking at it is the return on investment. We can breed a beautiful variety, but if at the end of the day, it's not making money there is no future for it. Over the past years, you can see that we have had some very strong-performing varieties for quite some time. These varieties prove what I say; they are added value for growers and the entire flower chain. Some examples include, of course, Rose Madam Red, Rose Confidential, Rose Jumilia, Rose Madam Cerise, and Rose Lighthouse among others.
Another proud moment for us was the launch of the Blossoms spray roses series. It took a lot of time and effort, but seeing its success worldwide showed me the value of persistence and teamwork. One day this was a challenge for us since we didn't have it in our portfolio, but with the big scale of breeding in Kenya, we have been able to come in a relatively short period (around ten years), with over thirty varieties. "
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Sustainability, freight cost, and climate change are major challenges in the floral industry. And with that also the image of the industry.
Things like rising temperatures and unpredictable weather patterns are affecting how flowers are grown. At United Selections, we focus on breeding roses that are not only beautiful but also strong and resource-efficient. Another challenge is the consolidation of markets, which can limit opportunities for smaller growers and limit the creative and innovative mindset. Big groups and companies are working with small margins and make it not easy for themselves. By focusing on collaboration and innovation, we aim to create a more level playing field where everyone in the industry can succeed. We believe in collaboration while we maintain focus on specific crops or areas."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"Technology has changed the floral industry in many ways. E-commerce platforms have made it easier for growers and buyers to connect, and digital marketing allows us to reach a global audience. At United Selections, we’ve embraced tools like virtual showrooms, brochures, and high-quality videos to showcase our roses online. These strategies help us stay relevant and competitive in a world that’s becoming more digital every day."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I have many inspiring examples, but I don’t want to single out one specific person. What inspires me most are people who consistently look at the positive side of a story, challenge, or issue. While it may seem logical and easy, it’s an ongoing challenge to turn things around, especially in today’s world where we sometimes believe everything is possible. The truth is, you have to work hard for it, and those who embrace that mindset inspire me every day."
Question 7
How do you handle stress or difficult moments in your life?
"When faced with stress or challenges, I take a moment to step back and look at the bigger picture instead of focusing solely on the issue at hand. It’s easy to get stuck “in” a problem, so I make an effort to talk to people around me, checking their perspectives and ideas. Sometimes, I even reach out to people outside the industry to gain creative insights. And, of course, going for a run is a great way to clear my mind and reset."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"There’s been a lot of good news, but on a personal level, having my family healthy and strong, always supporting me, is the best thing I could ask for—nothing beats that. Professionally, becoming an owner and board member of Könst Alstroemeria was a major achievement for me. It’s a milestone that I’m truly proud of."
Question 9
Which is your favorite flower/plant and why is it good for you?
"My all-time favorite flower is the rose, specifically, the Rose Nova Vita. I love white flowers and natural colors, which are reflected in the design of our home and garden—everything is green and white. Rose Nova Vita, one of our recent introductions, is stunning when fully open. Its pure white color is unmatched in beauty and elegance. Just look at it—what more can I say?"
Question 10
What are you doing this weekend?
"Haha, great question! I plan to play golf on Saturday, as I’ve promised myself to make more time for it in 2025. On Sunday, I’ll be flying to Kenya for our annual open day week, which is always a fantastic way to kick off the year. It’s an exciting time with the entire team, growers, and visitors spending quality time with us. We’re busy from early morning until late evening, and I’m really looking forward to it."
All pictures courtesy of Jelle Posthumus.
