Based in Aalsmeer, Waterdrinker, a key player in the international floriculture market, is a pioneering and entrepreneurial corporation that has cultivated its stature as a leader in the export of plants and flowers. With a mantra to deliver ‘green happiness’ to consumers across Europe, this wholesaler keeps demonstrating its capabilities as an important element in the flower and plant industry.
Essentially, Waterdrinker presents the vital interconnection where innovation meets tradition, and where passion knits into pragmatism in the context of horticulture and floristry. Yet at the heart of this dynamic arrangement, the company showcases a capability to go past the mere idea of a marketplace.
The Story and Idea Behind Waterdrinker
Waterdrinker’s roots are, originally, in the market in Zaandam, a city in North Holland, near Amsterdam. This is where its founder Jaap Waterdrinker began to trade in plants and flowers. As a market merchant, he regularly bought many plants and flowers and stored them in his house. So many were the plants he had, that his family literally slept among the different types of greenery they had in the home.
When it was no longer practical to have these many green plants and flowers in the house, he began a flower shop which later developed into a plant wholesaler in Aalsmeer, a municipality which is, in many ways, considered the epicenter of the plant and flower sector. Jaap had a talent for identifying unique floral products and dared to take risks. To this day, Waterdrinker is still known for these qualities and innovative qualities!
At the beginning of 2018, the wholesaler opened the Waterdrinker Green Trade Center (GTC), also known as the ‘House of the Grower’. This is the largest green trade center in Europe with more than 25,000 meters square of plants, flowers, and floral accessories. This move cemented the notion that Waterdrinker is the establishment to beat in the sector. This was coupled with its presentation of a showroom for the ornamental plant and flower sector.
The idea behind the Waterdrinker GTC’s creation was, and continues to be, the necessity to share enthusiasm for plants and flowers, encouraging people to recognize the value of greenery in their surroundings. In that context, the company nurtures partnerships with different clients, growers, breeders, logistics service providers, and business partners who share this goal.
This undertaking is guided by its five core values – Inspiring, Innovating, Connecting, Sharing, and Caring - through which Waterdrinker strives to make a positive impact on the plant and flower.
Waterdrinker:
“We want to share our enthusiasm for plants and flowers. Our goal is for more and more people to realize the value of green in their environment. Together we look for partnerships contributing to this goal; with our clients, growers, breeders, logistics service providers, and business partners. Everything we do is related to our five values: We Inspire, We Innovate, We Connect, We Share and We Care.”
With that in mind, one can easily tell that Waterdrinker's primary purpose is to function as a reliable wholesaler for green professionals, including florists, garden centers, and wholesalers. And its extensive range of products includes a wide variety of plants, flowers, and other floral accessories, all of which are cultivated and supplied by an extensive network of both local and international growers and breeders.
The GTC Days at Waterdrinker
At Waterdrinker, the GTC Days are lively inspiration days that celebrate the beginning of spring and showcase a wealth of fresh spring plants, flowers, and accessories. These events are a delightful opportunity for plant enthusiasts and professionals to explore a curated assortment of botanical novelties.
For instance, the 2024 GTC Days in early March, offered a showcase of fresh spring plants and flowers, ranging from varied varieties of spring blooms to lush greenery. Whether one is a seasoned gardener or simply appreciates the beauty of nature, the days offered something for everyone.
At the entrance, during the GTC Days, one experienced the Future Lounge, where there’s a charming green oasis. Here, one has the opportunity to sample Waterdrinker’s future plants, which incorporate brand-new botanical materials not yet available in the market, but ones that Waterdrinker hopes to exclusively offer later on. This is a kind of a sneak peek into the green wonders of tomorrow!
There was also the Vintage Revival during the 2024 GTC Days. Within this trend, Waterdrinker embraces the beauty of robust plants and colorful flowers. From soft pastel shades to vibrant fuchsia; it is a celebration of the plants' timeless beauty and contemporary flair!
Also, within the green and blooming plant life, there are Waterdrinker’s treasures, which are exclusive eye-catchers that are highly desired but rare due to limited production or challenging propagation. Looking for something truly special? Then these collector items hardly disappoint!
Waterdrinker is, also, known for its unique novelties and specialties. The renewed novelty square at the GTC Days showcased distinctive market introductions, including newly developed varieties and exclusive batches. During the 2024 GTC Days, for instance, Amigo Plant unveiled the Elephant Trunk®, a unique succulent that originates from South Africa and is a crossbreed of various Cotyledon species. The name denotes its distinctive shape resembling an elephant's trunk and was coined by Waterdrinker’s plant hunter, Fons Bon, who had the honor of christening the plant alongside Amigo Plant director Gerard van Langen. The Aloe Medivera (winner at the IMP 2024), was also successfully introduced earlier.
During the GTC Days, Waterdrinker also introduces the prevalent trend. The past trend during the 2024 GTC Days was Festive Fusion; a theme that seeks the connection between tradition and innovation, infusing nostalgia with a modern twist. Additionally, one has the opportunity to discover new concepts and explore must-have items for the season.
The GTC Days, also, incorporates collaborations with top floral designers such as Florian Seyd (Master Florist and founder of The Wunderkammer), Hanneke Frankema (European Florist Champion 2022), and numerous others.
Waterdrinker Is a Significant Player in the Plant and Flower World
The Waterdrinker (and the GTC) functions as a showcase for the floriculture sector, offering a variety of distinctive products. As the largest green-related purchasing center in Europe, it houses over 9,000 different types of houseplants, garden plants, tree nursery products, flowers, pots, and other accessories. It is, therefore, a hub for providing a vast assortment of plants, flowers, and related products in a single location.
Waterdrinker:
“The GTC is our great pride. As a forerunner in the industry, it can rightly be called a showroom for the floriculture sector. The GTC offers 25,000 meters square of distinctive products, making it the largest green-related purchasing center in Europe. The extensive range contains thousands of different types and varieties of houseplants, garden plants, tree nursery products, flowers, pots, and accessories. Customers can [therefore] shop physically or through our webshop.”
This facility provides green professionals with the convenience of physical shopping and a webshop, ensuring easy access to their desired products. It is an efficient concept that revolutionizes the way professionals in the floral industry select and source their plant and floral inventory.
GTC has also centralized a wide array of products from numerous suppliers under one roof, thus simplifying the sourcing process for prospective customers. They can conveniently browse and select items that meet their specific requirements, saving time and effort. This streamlines and enhances efficiency in the procurement process and positively impacts businesses.
Waterdrinker is also a platform for inspiration and trendspotting within the floral industry. It showcases the latest innovations, novelties, and emerging trends in the world of plants and flowers. Here, one can explore and sample new varieties, creative arrangements, and innovative designs, allowing them to stay ahead of the curve.
In addition, the facility enables networking and collaboration among different stakeholders in the floral industry. It brings together growers, suppliers, buyers, and other industry professionals, creating opportunities for knowledge exchange, partnerships, and business growth. This collaborative environment creates room for innovation, develops connections, and promotes the sharing of best practices, ultimately benefiting the entire industry.
Simply put, Waterdrinker – and GTC by extension - play a vital role in the plant and flower world. It bridges the gap between growers and consumers. Through the extensive supply chain, they ensure that plants and flowers reach their target on time and in optimal condition. By working closely with suppliers and customers, they also facilitate the literal distribution of ‘green happiness’ to consumers. It has practically transformed how professionals in the green plants and flower industries source their floral products, guaranteeing a diverse range of high quality products for their clientele.
Through GTC, it also presents a paradigm shift in the floral industry, streamlining logistics, enhancing accessibility, and creating a culture of innovation and collaboration. This is confirmed by its workings which are guided by the vision of promoting innovation in the world of plants and flowers.
All photos courtesy of Waterdrinker (@waterdrinker_aalsmeer)
