When storytelling meets travel, and flowers become the lens through which we see the world, you’ll likely find Peter van Delft somewhere in that picture. With over two decades in the floral industry, Peter’s journey has taken him from the structured world of trading to becoming a digital storyteller, capturing the work of growers and breeders across continents.
From the fields of the Netherlands to farms in Kenya, Colombia, Ecuador, and beyond, he gives the global floral community a platform — one reel at a time. In this edition of 10 Questions, Peter reflects on his path, the shifts he has witnessed, and why sometimes the best way to handle social media is to put the phone away simply.
Question 1
For those who don’t know you, who are you, and what do you do?
"Hi, I’m Peter van Delft. I work for Thursd.com, where I create blogs and reels featuring growers and breeders in the floral industry. I travel the world to meet and showcase their work — mostly in the Netherlands, but also in countries like Ecuador, Kenya, Colombia, and Guatemala. I share my content on Instagram, TikTok, and Facebook, where I’ve built a community of (as we speak) over 330,000 followers on Instagram, 175,000 on TikTok, and 45,000 on Facebook. My videos highlight everything from cut flowers to flowering and green plants — giving the world a closer look at what makes this industry special."
Question 2
What is so special about your job?
"Traveling is a big part of my work, and with it comes the chance to meet incredible people and experience different cultures. Each new place brings a fresh perspective, and I get to see how flowers are appreciated and grown around the world. That’s something I never take for granted."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Before this, I worked in floral trading — as a buyer and salesperson — with a structured daily rhythm. Now, things are much more dynamic. One day I’m filming in Colombia, the next I’m back in the Netherlands editing reels and scheduling content. It’s very diverse and exciting, but it also takes a lot of behind-the-scenes work: planning, editing, organizing appointments — keeping up with it all is a challenge in itself."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"In the Netherlands, the floral industry is facing pressure from government policies that make it harder for local growers to thrive. That’s part of why I’ve expanded my focus globally. I see a steady shift — more flowers are being sourced from outside the Netherlands. While Dutch expertise is still strong, the global industry is evolving rapidly. I want to highlight what growers around the world are doing and help give them a bigger voice."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"I’ve been in this industry for more than twenty-five years, and I’ve seen a lot change. When I started, flowers were still being sold through fax and phone. Then came the first webshops. Back then, online tools were a bonus — now they’re essential. The same goes for social media. It’s transformed the way people discover and engage with flowers. They see what’s out there and are inspired to bring flowers into their homes."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"There’s not just one person — it started with my father, who passed on his love for flowers. I began working at his company when I was 18. Later, during my fifteen years at Barendsen Flowers, I was inspired by Jan de Boer. He really encouraged me to start using social media in our business, which helped shape the path I’m on today."
Question 7
How do you handle stress or difficult moments in your life?
"By setting boundaries. At 6 p.m., I put my phone away and focus on my family and myself. Social media never stops — there’s always something to do — but it’s important to be present in real life too. On weekends, I try to disconnect as well, so I can enjoy the moment and recharge."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Over the years, what started as a local project in the Netherlands — filming Dutch growers and sharing their stories — has turned into a global platform. Now, I travel across continents, from Kenya to Colombia, giving growers from every region a chance to be seen and appreciated. It’s incredibly rewarding to help showcase their work and connect them with a broader audience. The floral industry is full of hidden gems, and I feel proud to help shine a light on them."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"It’s hard to choose just one. In spring, I enjoy Fritillaria. And when April comes, I love the Ranunculus Butterfly. I’m drawn to unique and seasonal flowers — the ones that stand out and offer something different."
Question 10
What are you doing this weekend?
"This weekend, the weather looks great. I’ll be heading to the beach to enjoy the sun and water, and spend some quality time with my family."
All pictures and videos courtesy of Peter Van Delft.
