On May 18, Florazon Venlo welcomed the finalists of the Talent Award 2026, a competition centered around one important question: what does the sustainable florist of the future look like? And I was there on behalf of Thursd and as a Jury Member.
One of the people who deserves special recognition is Masja Pit, the driving force behind the Talent Award from the very beginning. Her energy, dedication, and belief in emerging talent are exactly what it takes to build and sustain an initiative like this. I have always admired her commitment to creating opportunities for others. Together with Sido from Sideau, they renewed the competition. Later in this article, Masja shares the story behind the Talent Award, why she felt compelled to create it, and how it has grown into the platform it is today. You'll also hear from the other organizers, who each share their own perspective on what makes the Talent Award such a valuable part of our industry.
Alongside Pascal Zijlmans, who chaired the jury and also moderated the event, and Erwin Otten of Chrysal, I had the opportunity to see firsthand how a new generation of floral professionals is approaching our industry. The finalists, Lotte, Rosalie, Fenne, and Jesse, each brought their own vision, creativity, and commitment to sustainability.
More Than Beautiful Flowers
With Thursd.com, we support this one hundred percent! Young talent, floral creativity, sustainable design. The Talent Award is not only about creating attractive floral designs. The competition challenged participants to consider sustainability, material choices, innovation, and the role florists play in shaping the industry's future.
Sido, CEO Sideau:
"After Bloem & Blad unfortunately had to discontinue the organization of the Talent Award, we were asked by Masja Pit to take over the initiative. Since then, our goal has been to preserve the competition as closely as possible to its original vision and purpose: providing an accessible platform where talent, creativity, and craftsmanship take center stage.
The Talent Award was created to give emerging floral professionals the opportunity to showcase their skills, challenge themselves, and gain valuable exposure within the industry. We believe that mission remains just as relevant today. By continuing the competition, we hope to support the next generation of floral talent while celebrating the passion and dedication that make our industry so unique."
What stood out throughout the day was how naturally these young florists integrated sustainable thinking into their work. For them, sustainability was not an added feature. It was part of the creative process from the very beginning.
Michelle Schreinemachers, Marketing Manager at Florazon:
"At Florazon, we see every day how much knowledge, craftsmanship, and passion exist within our industry. Since fully taking over the leadership of Florazon, I have become increasingly aware of the many outstanding companies and professionals active in the market, and how important it is that everyone has the opportunity to showcase their strengths.
That is why we strongly support initiatives such as the Talent Award. At Florazon, our mission is to connect people, inspire them, and help them grow in their careers and businesses. This applies to young talents at the beginning of their journey, but equally to experienced professionals, growers, producers, suppliers, wholesalers, and florists.
We believe the most meaningful progress happens when people collaborate, share knowledge, and strengthen one another. With that philosophy in mind, we strive to be a platform where connection is at the heart of everything we do, creating opportunities for growth, innovation, and fresh ideas.
The Talent Award reflects these values perfectly. It gives emerging talent a stage, brings together different parts of the floral industry, and showcases the passion, creativity, and expertise that make our sector so special. We are proud to support and contribute to that through Florazon."
Lotte Wins the Talent Award 2026
Each finalist demonstrated technical skill, originality, and a clear personal style.
Erwin Otten, Chrysal:
It was inspiring once again to see so many creative young talents participate in the Talent Award. Supporting young talent and sharing a passion for flowers have been important motivations for me for many years. Having the opportunity to serve as a jury member for this competition for the fifth consecutive year makes it even more special.
At Chrysal, we continuously develop innovative products that help florists get the very best out of their craft. As a jury member, I value the opportunity to share my knowledge and more than fifteen years of entrepreneurial experience through feedback and evaluations. I hope this helps inspire and support participants in their further development within the wonderful floral industry. In addition, the event was once again excellently organized by Florazon, contributing to an inspiring and successful day for everyone involved.
After careful evaluation by the jury, Lotte was named the winner of the Talent Award 2026. Rosalie earned second place, followed by Fenne in third and Jesse in fourth.
The rankings tell only part of the story. All four finalists showed why investing in young talent is so important for the future of floristry.
Supporting the Next Generation
Competitions like the Talent Award provide more than recognition. They create opportunities for emerging professionals to learn, grow, and present their ideas to the industry.
Masja Pit:
"When I was attending trade shows on behalf of Bloem&Blad, I saw an incredible amount of creative talent within floral design that simply wasn't getting the recognition it deserved. Young florists, students, and career changers were creating beautiful work, yet many lacked the network, experience, or visibility needed to truly establish themselves within the industry. That inspired me to create a competition focused not on established names, but on potential. I wanted to build a platform where emerging floral professionals could showcase their own style, develop their skills, and, most importantly, gain the confidence that they have something valuable to contribute to our profession. The Talent Award was intentionally designed to be accessible, giving opportunities not only to experienced competitors but also to people stepping outside their comfort zone for the very first time. What has always driven me is the belief that the future of floral design depends on new talent. Technical skills are important, but so are creativity, courage, personal vision, and the willingness to shape our profession in new ways. That is why the Talent Award was never meant to be just another competition or title. It was created as a springboard for new opportunities, meaningful connections, and professional growth. One of the most rewarding aspects is seeing how participants develop. Many arrive with a healthy dose of nerves and, within a short time, grow into confident floral professionals who find their place within the industry. That growth, visibility, and sense of connection are what make the Talent Award so meaningful to me. What started in 2020 as a Bloem&Blad initiative to give young and emerging talent a platform has evolved into a community where craftsmanship, creativity, and the future of floral design come together. It is not only about the participants, but also about the partners across the industry who are committed to investing in the next generation. That is exactly why I founded the Talent Award. Today, alongside being the founder, I support Sido and Stefanie in organizing and further developing the competition. Together, we create the assignments and continue shaping the future of the Talent Award. In my professional life, I focus on strategy, marketing, and business development. Through Hortipoint, I work with trade publications in the floriculture and green sectors, and through my own company, Met Pit, I support small businesses, foundations, and associations. It was through my work with Bloem&Blad that I discovered the passion, creativity, and sense of community that make the floral industry so special. That is why I remain deeply committed to supporting and strengthening this profession."
The event was made possible through the collaboration of Florazon, Chrysal, Sideau, Agra-Wool, Masja Pit, Thursd, and many others who believe in supporting floral talent.
Throughout the day, visitors could also enjoy demonstrations, workshops, and conversations that highlighted innovation and sustainability within floriculture.
The Future Looks Promising
One of the most encouraging takeaways from the Talent Award 2026 was seeing how this generation approaches the floral profession. Creativity, craftsmanship, sustainability, and entrepreneurship are increasingly connected.
Congratulations to Lotte, Rosalie, Fenne, and Jesse for reaching the finals and sharing their vision for the future. Their passion and dedication showed that the future of floristry is in capable hands.
