From June 8 to 12, 2026, De Ruiter will welcome visitors to its headquarters in Amstelveen, the Netherlands, for its annual Open Days. Taking place at the company's facilities on Meerlandenweg 55, the event offers growers, traders, wholesalers, and floral professionals the opportunity to explore the latest developments in rose breeding while connecting directly with the people behind the varieties.
De Ruiter Opens the Doors of Its Amstelveen Headquarters for Five Days of Rose Innovation
For many in the floral industry, De Ruiter is a familiar name. The company has spent decades developing roses for growers and markets around the world, building a portfolio that includes cut roses, spray roses, garden roses, and potted varieties. The Open Days provide a closer look at that ongoing work and the innovations shaping the future of the rose category.
Throughout the week, visitors will have the opportunity to view a wide selection of commercial varieties alongside newer introductions currently attracting attention within the market. The displays are designed to showcase not only the beauty of the roses but also the characteristics that matter most to growers and buyers.
Topics such as productivity, color performance, stem quality, disease resistance, and vase life remain central to modern rose breeding. Seeing varieties in person allows visitors to evaluate these qualities firsthand and compare different options for their specific markets and growing conditions.
Meeting the Team Behind the Flowers
One of the key advantages of attending the Open Days is the direct access to De Ruiter's breeding, technical, and commercial teams. Visitors can discuss production challenges, market trends, and future developments with the specialists responsible for bringing new varieties to market. These conversations often provide valuable insights into breeding objectives and the direction in which the company sees opportunities for future growth. For growers and buyers alike, this direct exchange of knowledge remains one of the most valuable aspects of the event.
While the flower varieties are undoubtedly the main attraction, the Open Days also serve as an important networking platform for the international floral industry. Professionals from different segments of the supply chain gather throughout the week, creating opportunities to exchange ideas, strengthen relationships, and discuss developments affecting the market.
The event brings together breeders, growers, traders, and floral professionals in an environment where business conversations happen naturally alongside variety evaluation.
Mark the Dates
As breeding continues to evolve in response to changing consumer preferences and production demands, opportunities to see new developments firsthand remain invaluable. De Ruiter's Open Days, taking place from June 8 to 12, 2026, offer the chance to discover new varieties, exchange knowledge, and experience the latest innovations from one of the industry's leading rose breeders.
Are you joining the event?
