Over eighty years of Floricultura

Floricultura was established as a family business by Jan H. Post senior in 1933. In those early years the company sold orchids, tropical plants and seeds. In the mid-1960s Jan Post junior succeeded his father. He immediately went in search all over the world for new markets and good orchid breeders that have something to contribute to existing product range.

Increasing popularity of Cymbidium

In the 1970s our nursery contributed to the birth of a tempestuous development in the cultivation of Cymbidium cut flowers. We rented greenhouses in the Dutch town of Aalsmeer, where we propagated seedlings and meristem plants in bottles for delivery to growers. Every year we imported a million young plants for the production of cut flowers or pot plants in Europe.

Cooperation between Schoone and Floricultura

In 1928 the nursery of the Schoone family started to grow flowers and/or plants along Zaandammerweg in Assendelft. At first they were primarily lilies and chrysanthemums. The big change came in 1963, when Klaas Schoone established the nursery K. Schoone Orchideeën B.V. Over the years it evolved into a major nursery specialising in Phalaenopsis cut flowers. Klaas Schoone was a customer of Jan Post and they got along together really well. The special chemistry between the two men and their nurseries led to steadily intensifying successful cooperation and, in the 1980s, their merger into what is now Floricultura.


Besides breeding and growing orchids in the greenhouses in Assendelft, Klaas and Mieke Schoone also specialised in cloning orchids. In the early 1980s they and Jan Post established the propagation nursery P+S Plantlab (Post + Schoone Plantlab) in Assendelft – one of the first propagation nurseries capable of cloning Phalaenopsis. In 2009 we replaced the Assendelft greenhouses by a new, high-tech greenhouse complex.


We continued to grow. In 2000 a new tissue-culture laboratory and greenhouse complex was constructed along Cieweg in Heemskerk, which we steadily expanded in the following years. 2009 saw the construction of a new greenhouse based on the closed-greenhouse principle along Strengweg in Heemskerk. This greenhouse has a showroom in which customers can inspect our existing range and novelties.


In 2009 we also opened our first establishment outside the Netherlands: Futura Bioplants Private Limited with an advanced tissue-culture laboratory in the town of Pune in India. More foreign branches were to follow – first of all Floricultura Pacific in Salinas, California, established in 2011 to facilitate the supply of our products to the market of North America. This was followed by the establishment of the Floricultura Orchidaceae in Holambra, Brazil, in 2014. Here we breed young plants for customers in South America. After having leased a nursery for many years, four hectares of land were purchased in Holambra in December 2016. A new greenhouse was opened in July 2018. The possibilities in Holambra are still infinite as it stands today. We will be able to continue expanding by more than two hectares at this location.

Expansion with Anthuriums

As from Week 26 in 2018 the Floricultura product range will be expanded with anthuriums. A splendid and innovative range of 30 to 40 large, medium and small flowering varieties is ready to be brought to the market. This will be expanded in a following phase. The varieties are suitable for various pot sizes and climate conditions.