At nursery 'Nooitgedacht' in the Netherlands, something extraordinary is flowering. And it is right in time for the high season for premium floral design flowers. Grower/owner Edwin Burgers is cultivating a rare but common product: a white hydrangea in a spray form. With long, clean stems and multiple flowering heads, this is truly something amazing!
These are not the standard hydrangeas found on the auction floor. They are a high-end floral solution—direct trade, premium quality, and ready to impress luxury clients worldwide.
It's the variety Crystal Palace. Each stem branches naturally with three to five (or more) strong, rounded blooms. The elegant white color is crisp, and the product’s design flexibility makes it suitable for everything from upscale hotel arrangements to boutique bouquet designs. It’s a cut flower that stands out and sells — and Edwin has thousands available right now. Until the end of May.
The Story Behind Kwekerij Nooitgedacht and Edwin Burgers
Edwin Burgers is the heart behind Kwekerij Nooitgedacht — a grower with a deep connection to his crops and a sharp eye for market potential. On a recent Sunday morning visit, surrounded by rows of flowering branches, Edwin casually shared insights into this new white hydrangea spray that’s already causing a stir among those who know what’s good.
This season, he is transitioning a part of his production and focusing on these high-impact hydrangeas. With stems measuring around 90 to 100 centimeters, the single flowers are branched and have stems from 30 to 40 or even 50 centimeters. The length alone is reason to take notice.
But it’s the natural branching and the pure white hue that make this product unique in today’s marketplace.
Everything is sold directly, bypassing the auction system. This ensures better margins for the grower and higher quality assurance for buyers. With an estimated production of 10,000 to 12,000 stems, Edwin is ready to move volume — and quickly.
Spray Hydrangeas That Redefine Elegance and Utility
These white spray hydrangeas are not only beautiful but incredibly versatile. Designed for the upper tier of the floral market, they bring effortless charm to any setting—from five-star hotel lobbies to curated floral installations for weddings and events. Designers can use them long and dramatic or cut them into smaller groupings. Either way, the result is sophisticated and refined.
The product is visually full and photogenic — ideal for marketing materials, flower shop displays, and tablescapes. Each stem holds multiple flower heads, often four or five, branching out like a floral chandelier. They are also structurally strong, holding well in water, which makes them ideal for arrangements that need to travel or last many days. Edwin:
“This is the high-end market! Place the flowers from one bucket in a beautiful setting, and you have impact. The response from clients and florists has been enthusiastic, especially with the prices of the stems. It’s a fair value for a flower that delivers on visual, emotional, and design levels.”
Production Timing, Technical Quality, and Seasonality
The flowers are currently being harvested and will be available through the end of May. Timing is everything — both from a technical growth perspective and for market readiness. The crop is in peak condition now, thanks to a controlled environment, daily water management, and consistent feeding in sync with other plants in the greenhouse.
The flowers are intentionally kept dry on the surface to maintain optimal stem firmness. Their color holds exceptionally well, with potential for additional softening or coloring post-harvest depending on storage and display conditions. Growers and florists appreciate this adaptability, which is rare in hydrangeas, which are typically more rigid in usage.
Should the market require it, stems can be trimmed and grouped into smaller packages — ideal for bouquet makers or florist bundles. This flexibility is part of what makes Edwin’s spray hydrangeas so appealing across multiple buyer segments.
Visual Storytelling and Strategic Promotion
With striking photos already taken, the flowers are featured through platforms from the wholesalers who source Edwin's flowers — accompanied by a short video from Jan de Boer for added reach. Edwin understands that great flowers still need great visibility, especially in today's direct sales environment. He’s investing in visual storytelling to make sure these blooms don’t just sit in the greenhouse — they move.
Why Buyers Should Act Now
This is not just another hydrangea. It’s a premium white spray hydrangea grown with care, innovation, and a vision for where the floral industry is headed. Edwin Burgers and his team at Nooitgedacht have something truly market-ready, and they are already delivering directly; no auction is needed. That means better freshness, direct pricing, and control over quality.
Whether for large-scale event planners, floral wholesalers, or luxury floral designers, this product belongs in portfolios prioritizing style and substance. With thousands of stems still available, now is the perfect time to place orders and showcase something rare and elegant to your customers.
Contact Kwekerij Nooitgedacht to secure your stems. For those who want to stay ahead of floral trends and discover more hidden gems like this, keep exploring the world of flower storytelling on Thursd.com.
