Frank Voorn is no stranger to roses. As the owner of Voorn Spray Roses, he has dedicated his life to cultivating some of the most sought-after spray rose varieties in the market. With deep roots in the industry and a clear vision for the future, Frank is also a key participant in the World of Spray Roses promotion project, an initiative by Interplant Roses that unites growers to bring greater awareness and appreciation to spray roses worldwide. I sat down with Frank to talk about his life's work, his passion for growing, and why this project is so important for the industry.
From Family Tradition to Innovation, From Standard to Spray
Roses have been a part of the Voorn family for decades. It all started in 1986 when Frank’s father began growing roses. Frank, knowing from a young age that he wanted to follow in his father’s footsteps, officially joined the family business in 2003 after completing his studies. Just a year later, in 2004, he took a significant step by starting his own nursery, growing standard roses. But his vision didn’t stop there.
In 2017, Frank decided to expand into spray roses, a move that would eventually define his career. By 2020, he was growing spray roses in his father’s greenhouse as well. Today, Voorn Spray Roses operates two nurseries: one producing spray roses year-round and another seasonal greenhouse running from April to October. The second location, a cold greenhouse, allows Frank to work with different varieties and extend his offerings across the year.
With 32 varieties in total, including 14 in the year-round greenhouse and 18 in the cold greenhouse, Frank is always on the lookout for exclusive varieties to add to his collection. His focus remains on cultivation, consistently searching for innovative and exceptional roses to introduce to the market. This resulted in a Thursd article about ripe vs. raw flowers.
World of Spray Roses - A Strong Partnership With Interplant Roses
Frank has a deep connection with Interplant Roses, the breeding company behind many of his varieties. In fact, 90% of his spray roses come from Interplant, making them a crucial partner in his success. He works closely with them, often selecting varieties early in the breeding process to ensure he grows only the best and most distinctive roses.
This close collaboration naturally led Frank to become a strong supporter of World of Spray Roses, a collective effort by Interplant Roses that brings together nearly all major spray rose growers. The initiative pools resources to promote spray roses on a global scale, ensuring that florists, wholesalers, and consumers alike recognize the value of these versatile and elegant flowers.
“The World of Spray Roses project is incredibly important,” Frank explains. “It gives growers a solid budget for promotion and allows us to work together to put spray roses in the spotlight. We all benefit from raising awareness, and it’s exciting to see the industry investing in their future.”
Building a Future Through Collaboration
One of the things Frank values most about his business is the teamwork that drives it forward. “You do this together,” he says. “It’s not just about growing flowers; it’s about working alongside a dedicated team to bring something special to the market.”
This collaborative mindset extends beyond his nursery. Frank maintains strong connections with florists, many of whom he engages with through social media. He sees social platforms like Instagram and Facebook as valuable tools for direct communication with his buyers. Additionally, the Dutch florists’ association VBW recently visited his nursery, bringing thirty local florists along to see firsthand how his spray roses are cultivated. These interactions strengthen the bond between the grower and the florist, ensuring that his flowers reach the right hands and are used to their full potential.
Frank’s Favorite Spray Rose Varieties
You'd think asking for a grower's favorite flower is not done because all of his 32 varieties have a good reason to be chosen in Voorn's assortment. When asked about his favorite varieties from Interplant Roses, Frank, after slight hesitation, highlighted three standouts:
- Bridal Flow – A fragrant white spray rose that adds elegance and a hint of nostalgia to any arrangement, perfect for weddings and special events.
- Sofie – This variety is known for its impressive bud size and lack of thorns, making it a favorite for florists who need easy-to-handle blooms with strong visual appeal.
- The #-series (Hashtag-series) – A collection of striking spray roses that bring bold colors and reliable quality, making them a staple for designers looking for consistency.
Voorn Spray Roses Looks Ahead
With his dedication to quality, an eye for innovation, and a strong support system through World of Spray Roses, Frank Voorn is shaping the future of spray roses. As the industry continues to evolve, one thing is clear—Frank isn’t just growing flowers; he’s growing opportunities for florists, wholesalers, and customers to experience the beauty and versatility of spray roses on a whole new level.
For more about Frank’s work and the World of Spray Roses initiative, visit Voorn Roses and World of Spray Roses.
