Here you see Lisa Casta! She came to De Ruiter Innovations to showcase some of the most extraordinary rose lines: X-pression roses. A very popular breed. I love roses, my favorite flowers. The Netherlands has long been known as the land of flowers. While tulips may steal the spotlight in spring, the true heart of Dutch floriculture is filled with roses, cultivated, celebrated, and reinvented every day. For those visiting the country for international fairs as the IFTF or Trade Fair Aalsmeer, there’s no better way to explore than visiting De Ruiter Innovations in Amstelveen, and farms where their roses are grown. Roses, spray roses, specials, and rosehips from De Ruiter are redefining beauty worldwide.
Premium Roses by De Ruiter - Dutch Excellence in Every Stem
From the greenhouses just outside Amsterdam to those just across the border with Germany, De Ruiter Roses are cultivated with dedication and precision. During the weeks around IFTF and Trade Fair Aalsmeer, growers open their doors to share how classic varieties continue to evolve with modern techniques. Imagine standing between rows of long-stemmed roses, each cultivar bred to perfection and destined for high-end florists around the globe. At De Ruiter Innovations in Amstelveen, you can view all available varieties, as well as new codes for the future.
Have You Ever Visited Wans Roses? The Famous Vuvuzela Collection
Close to the Dutch border in Straelen, Germany, you’ll find Wans Roses, the proud grower of the world-renowned Vuvuzela varieties. Their collection includes the original Vuvuzela, the elegant White Vuvuzela, the soft Romantic Vuvuzela, and the glowing Golden Vuvuzela. These roses are beloved for their lush, peony-like petals and striking appearance. The farm showcases craftsmanship and innovation, and nearby, you can visit Auction Rhein-Maas, an important hub for growers and buyers in the flower industry. The surrounding region also offers a beautiful botanical garden experience, making this stop a must for anyone passionate about roses and floriculture.
Follow their Instagram to stay connected: @wans_roses
Did You Know Voorn Spray Roses Is Famous in Scale?
Back in the Netherlands, Voorn Spray Roses is a leading name in spray rose cultivation. Their expansive farm is home to varieties such as Coral Bubbles, grown with precision and care. Voorn Roses demonstrates how scale and quality can work hand in hand, producing impressive volumes while maintaining the standards that floral designers and wholesalers expect. A visit here gives insight into the dedication required to produce spray roses at such a level. Also, Wild Miracle, the new garden-shaped spray roses, are to be found at Voorn Spray Roses.
Miracle® is a new De Ruiter Spray line in garden shapes: generally tall, 50-100 cm in length, with 5-8 buds, with 10-12 days of vase life.
Follow them on Instagram to stay connected: @voornsprayroses
Dimension Specials: Roses with a Twist
The Dimension Specials collection is where creativity jumps. Unusual shapes, nice colors, and surprising textures make these roses ideal for designers seeking something extraordinary. To see the Dimension Specials offers insight into how innovation can transform a flower into a conversation piece.
You Also Love Rosehips?
De Ruiter’s story doesn’t end with the cut rose. Their rosehips bring natural beauty into arrangements, especially in autumn, with their colors adding seasonal flair. My friend Inge Quint's husband farms the land where they test several varieties. So beautiful to see.
Do you Need Some Tips? Floral Destinations to Explore in the Netherlands
For visitors inspired by De Ruiter roses, the Netherlands offers must-see stops that blend travel with floriculture:
- Royal FloraHolland Aalsmeer – The world’s largest flower auction. A behind-the-scenes experience where millions of stems are traded daily.
- Keukenhof Castle Gardens – Less crowded than the famous spring park, yet still magical and filled with seasonal beauty.
- International Rose Trials in The Hague – When in bloom, these trials showcase the world’s best rose varieties.
- FloriWorld in Aalsmeer – FloriWorld Trade & Event Center is the ultimate hub where exhibitors, buyers, and professionals from the home décor and floriculture industry come together. More than just a venue, this ultramodern center blends a vibrant exhibition space with the unique opportunity to establish a permanent business presence in an inspiring environment. With its innovative all-in service concept, FloriWorld provides everything companies need to connect, grow, and thrive.
- Biking the Polders – For a true Dutch experience, cycle through the flower fields and discover hidden gardens along the way.
- Visiting Amsterdam, with the canals and botanical gardens, and Vondelpark, of course.
And if you have the opportunity, contact Jan de Boer! He knows so much about flower history in the Netherlands and can guide you and tell you all about it.
Roses as a Way of Life
Exploring the Netherlands and its surroundings with De Ruiter as your compass reveals more than just flowers. It’s about craftsmanship, sustainability, and innovation — all deeply rooted in this region’s soil. Whether you’re visiting growers of premium roses, admiring the charm of spray roses, or discovering rosehips, each stop connects you closer to the world of flowers.
The next time you plan a trip to the Netherlands, let the roses lead your way — because with De Ruiter Innovations, every visit gives lots of inspiration.
