Most florists know the moment when foliage arrives at the studio, fresh, clean, and ready to be used. What often remains unseen is the journey that happens long before that delivery. In the newest episode of Grower for a Day, Decorum Plants & Flowers. takes viewers deep into the chain, inviting internationally renowned master florist Joseph Massie to spend a full day at Van der Valk Groenesier.
What unfolds is more than a visit – it’s an eye-opening look at the craftsmanship behind one of the industry’s most widely used greens.
A Greenhouse That Changes Your Pace
From the moment Joseph steps inside the greenhouse, the atmosphere feels different. Rows of lush, feathery foliage stretch into the distance, creating a calm yet focused environment. The setting is so immersive that it almost invites reflection.
“Let’s just stop for a moment. I’m going to meditate for half an hour,” Joseph remarks to co-owner Bart van der Valk, half joking, half sincere. The greenhouse has that effect – quietly powerful, yet full of movement.
Van der Valk Groenesier has built its reputation on more than four decades of dedication to cultivating Asparagus cut foliage. As a family-run company, their philosophy combines hands-on growing knowledge with modern, sustainable practices. Every stem reflects a balance of experience, precision, and patience.
Check the video below.
The Craft That Can’t Be Automated
As the day progresses, Joseph quickly realizes that producing premium foliage involves far more manual skill than expected. He learns the delicate process of tipping, untangling, and hand-harvesting the Asparagus stems –tasks that demand both speed and accuracy.
It becomes clear that certain parts of the process simply cannot be replaced by machines. The human touch remains essential.
Handling the foliage reveals just how much attention goes into maintaining the structure and quality florists rely on. Each stem must be carefully guided, separated, and harvested at exactly the right moment.
For Joseph, this hands-on experience reshapes his understanding of what goes into every delivery of greens.
A Historic Moment for the Grower
Among the familiar routines, Joseph encounters something unexpected – a brand-new crop introduced less than a year ago. This moment carries special significance. It marks the first introduction of a new product in more than half a century.
That decision reflects confidence and forward thinking, showing how even established growers continue to evolve. Innovation doesn’t always happen quickly, but when it does, it carries meaning.
The addition of this new crop represents both a continuation of tradition and a step toward the future.
Seeing the Invisible Work
One of the most powerful reflections from Joseph’s visit captures the essence of this episode.
Joseph:
“Most florists only see 10% of a product – when it enters the shop and when it leaves,” he explains. “This episode is about the other 90%.”
That unseen 90% includes months of preparation, countless hours of manual work, and a deep understanding of plant behavior. It’s the foundation that makes reliable, beautiful foliage possible.
