.jpg)
For more than four decades, Lucas Jansen has played a quiet but powerful role in shaping how the floral industry learns, thinks, and grows. From classrooms in Aalsmeer to training rooms across more than twenty countries, his work has centered on one idea that remains constant throughout his career: knowledge only matters when it helps people move forward. Through initiatives such as Floweracademy.NL, Lucas has connected growers, retailers, exporters, and young professionals with practical insights about assortment, retail strategy, and the horticultural chain. His approach has never been about theory alone. Instead, he focuses on what happens in real stores, real businesses, and real markets, helping professionals see the bigger picture of how flowers and plants reach the consumer.
What makes Lucas’s story especially compelling is his role as both teacher and witness to the industry’s evolution. Many of the students he once trained now lead companies or shape decisions across the global floral trade. In this week’s 10 Questions, Lucas shares reflections from a lifetime in floriculture, from the importance of education and collaboration to the people and moments that continue to inspire him today.
Question 1
For those who don’t know you, who are you and what do you do?
"My name is Lucas Jansen, and if I look back, flowers and plants have shaped almost my entire life. I am now 67 years old, and for more than 42 years I have been active as a teacher, master floral designer, and specialist in assortment knowledge and the horticultural chain. I grew up in the Netherlands, surrounded by a large family where curiosity and hard work were important values. Being the youngest taught me to observe, listen, and learn from others. That mindset followed me into my career.
In 1984, I started teaching in Aalsmeer, the beating heart of the international flower trade. For over twenty years, I worked with young students who later became growers, exporters, traders, and entrepreneurs. Seeing their growth over decades has been one of the greatest privileges of my life. In 2005, I made a bold decision: I left the security of education and founded Floweracademy.NL. I wanted to connect knowledge more directly to the commercial reality of the floral chain. Since then, I have trained professionals in more than 24 countries, from Europe to Asia.
Along the way, I developed Floweracademy.TV, InfoFlowersPlants, and HortiStoreCheck, all tools born from one simple belief: knowledge should be practical, accessible, and future-oriented. At heart, I am still a teacher. But today I am also a connector, a traveler, and someone who believes deeply in lifelong learning."
Question 2
What is so special about your job?
"What makes my job special is that it combines people, products, and purpose. Flowers are emotional products. They mark love, farewell, celebration, and comfort. Being able to work in an industry that is connected to human emotion gives my work meaning beyond commerce.
But what truly makes it special are the people. I have had the privilege to teach thousands of professionals. Some were just starting; others were experienced managers searching for a new direction. Every training is different because every group brings its own energy. I love standing in a classroom, seeing that moment when someone suddenly understands the bigger picture of the chain. Or when a retailer realizes how small changes in presentation can dramatically increase sales. After more than four decades, I still feel excitement before a training day. That tells me I chose the right path.
I am very proud that there is also Floweracademy.SI in Slovenia with Sabina Segula, Floweracademy.IT with Charles Lansdorp and Floweracademy.KH, a charity school in cooperation with Poise Mera in Phnom Penh, Cambodia, and with the support of many Dutch Companies (Dutch Flower Foundation, Holex, and United Selections, for example, but many more). Every year, Floweracademy. NL organizes several market visits. The most impressive one was in 2024 to Japan."
Question 3
Are there any specific challenges or obstacles you’ve faced in your job, and how did you overcome them?
"Convincing the industry to think differently has not always been easy. For many years, floriculture was strongly product-driven. Grow more, sell more, move volume. When I started promoting category management and customer-centric thinking, some people looked at me as if I were speaking a different language.
I remember the early days of my Account & Category Management courses. Participants were skeptical. But by taking them into stores, analyzing real shelves, and showing them hard data, perspectives began to shift. Watching companies implement those ideas successfully remains one of my proudest achievements.
On a personal level, reaching the official retirement age was also a reflective moment. On paper, I could stop. But inside, I still feel the drive to continue. The challenge now is not building something new; it is ensuring continuity, mentoring younger professionals, and passing on knowledge sustainably. That phase of life brings both responsibility and gratitude."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Our industry is beautiful, but not without risks. Margins are under pressure. Consolidation makes the chain more complex. Sustainability demands are growing. And sometimes there is still too much distance between production and the final consumer.
I believe one of the biggest threats is competing purely on price. Flowers are not commodities; they carry emotion and craftsmanship. If we reduce them to price per stem, we lose part of their value. Another risk is fragmentation. The chain works best when breeders, growers, exporters, and retailers understand each other. Education can bridge those gaps. I would love to see more transparency, stronger branding, and more long-term thinking. We need to create value, not just volume."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry? Which strategies have you employed to stay competitive?
"When I started teaching, everything was on paper. Today, we live in a digital ecosystem. Technology has changed how we gather information, how we sell, and how we train. That is why I invested in digital platforms like Floweracademy.TV, InfoFlowersPlants, and HortiStoreCheck. They were not created because it was trendy, but because I saw a real need.
Digital tools allow us to measure what was previously based on intuition. They allow continuous learning beyond the classroom. But technology should support human expertise, not replace it. Flowers will always remain physical, emotional products. The challenge is combining digital intelligence with human passion. AI will be increasingly easy to use to get product information. But it’s important to check all the time if the information is true and realistic. So, for the Plants & Flowers Foundation Holland employees, I am always helpful when they have questions about flowers and plants to check if the information is correct."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Inspiration comes from many directions. First, the people have seen working in Cambodia or Kenya. It inspires me that these people are always smiling and do their work with pleasure. When you compare this to the Western materialistic and individualistic society, I really respect the people in these countries.
Within the industry, I admire entrepreneurs who dare to innovate while staying committed to quality and sustainability. Leaders like Jelle Posthumus and Ahmed Nzibo from United Selections show how vision and long-term thinking can shape the future. But I am equally inspired by my colleagues Miranda Bakker and Miek Stap. We have worked together for many years, building trust and energy into everything we do. That loyalty means a lot to me.
Perhaps the most emotional inspiration comes from former students. Many of them now run companies or hold key positions in the industry. When I meet them at trade fairs, and they say, “Lucas, I learned that from you,” it touches me deeply. I'm also chairman of the Horti Inspiration Group, a networking group of seventy members who meet six times a year to learn and catch up. That's also very inspiring. Outside work, my family and close friends keep me grounded. Being the youngest in a large family shaped my character, curious, driven, but also connected."
Question 7
How do you handle stress or difficult moments in your life?
"Over time, I learned that preparation is the best medicine against stress. When you are well-prepared, you feel calm.
But life is not always predictable. Traveling internationally has taught me flexibility. Flights get delayed. Plans change. You adapt. Cycling helps me clear my head. Walking, listening to music, or having dinner with friends reminds me that life is more than business. Most importantly, I stay connected to purpose. When you know why you are doing something, challenges feel meaningful instead of overwhelming."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"One of the most meaningful developments has been the continuation of Floweracademy.KH in Cambodia. What started as a project has become something much deeper. Helping local professionals gain knowledge about flowers, retail, and entrepreneurship gives real impact. It shows that our industry can also have a social dimension.
Seeing participants grow in confidence, open their own businesses, or become trainers themselves gives me enormous satisfaction. It reminds me that education creates a ripple effect, and that may be the most powerful legacy one can leave."
Question 9
Which is your favorite flower and why?
"Choosing one favorite flower is difficult, but roses and tulips are closest to my heart. Roses represent global trade, innovation, and emotion. A strong modern rose variety combines genetics, marketing, and storytelling. It is both romantic and strategic.
Tulips reflect my Dutch roots. Every spring, they bring color, freshness, and optimism. They remind me of the beginning of the season of renewal and growth. Both flowers symbolize what I love about this industry: tradition and innovation, side by side."
Question 10
What are you doing this weekend??
"This weekend, like many weekends, will probably blend inspiration and relaxation. I often visit garden centers or floral retailers not because I have to, but because I am genuinely curious. I use HortiStoreCheck to observe and learn. Inspiration can be found in small details.
With spring coming, I look forward to cycling again. Every weekend, I still do it with my former colleague and friend Cees Langeveld. He is nearly 81 and still cycling very well. Also, time with family and friends helps me recharge. And sometimes, even on a quiet Sunday morning, I find myself thinking about new training ideas or future projects. After 42 years, floriculture is not just my profession; it is part of who I am."
Lucas Jansen’s story is a reminder that the floral industry is built not only on products but on people who dedicate their lives to sharing knowledge and lifting others along the way. From classrooms in Aalsmeer to training professionals around the world through Floweracademy.NL, his journey reflects curiosity, commitment, and a deep belief in lifelong learning. Stories like his show how experience and generosity can shape the future of the industry.
If you know a grower, florist, breeder, educator, or industry leader with a story worth sharing, we would love to hear about them. Recommend someone who should be featured in Thursd’s 10 Questions by sending a message to edwin@thursd.com.
All pictures courtesy of Lucas Jansen.
