Express Seed Company on InFlora and InVerde

“Connecting growers with opportunities through collaboration in the indoor plant categories”

Express Seed Company established itself by connecting growers to a reliable supply of annual seeds. Over the years, the assortment grew larger, offering cuttings, plugs, liners, bulbs, and tissue culture, and developed into a full distribution service across all plant categories. With their focus on growers and collaboration, Express launched InVerde Indoor FoliageTM at TPIE in January 2023. This follows the introduction of their cut flower division in fall 2022, InFlora Cut FlowersTM. In this article, Scott Rusch, Director of Business Development, and Kris Rittenour, Business Analytics & Marketing Assistant, tell us more about Express’s approach to serving their vendors and growers.

Express Seed Sales Team at the TPIE, from left to right: Phil Brennessel, Greg Woodward, Chris MacLaggan, Rob VanStaalduinen, Joel Kempfer.

Grower’s Needs Always Come First
Express Seed Company, founded in 1982 by John van Wingerden, is based in Oberlin, Ohio (USA). CEO Scott Valentine, along with COO and board member David van Wingerden employ approximately 100 full-time employees, including 30 salespeople throughout the US and Canada.

“Express is very collaborative,” explains Rusch. “We always have the freedom to recommend the best for our customers. Our relationships with breeders and suppliers all over the world facilitate understanding through consistent, clear communication. We add value with engaged teams in sales, operations, customer service, product management, and technical support. Our teams have years of experience as growers, suppliers, and the broader industry to draw on, which delivers our customers value. We share best practices and knowledge between all parties. This is our purpose, facilitating grower and supplier success.”

InVerde Indoor Foliage Teammates Estuardo Arriaga, Sandy Raupp, and Scott Rusch at the TPIE 2023, and on the right: Express Seed Salesmen Ben Baum with a customer.

Collaboration in the Perennial Segment leads to Grower & Vendor Success
Five years ago, Danziger, Syngenta, and Express began to collaborate on an offering of the best-in-class varieties with a goal to optimize the perennial supply chain and come to market with an organized retail pursuit. “Historically, the perennial market was less organized and suffered from supply chain issues. Collaborating and bringing key partners together through ThinkPlants® has led to positive outcomes for growers and the supply partners involved.” And since the launch, many more have signed onto the collaborative and joined this marketing platform. “Now it has 16 partner participants and hundreds of high-quality products in the fold.” Rittenour states, “We call this a marketing platform, however it is more than that. What makes ThinkPlants different is our comprehensive portfolio, first-class supply chain, and a direct link to sales through all brokers in North America.”

InVerde Indoor Foliage booth at the Express Seed Company Booth filled with customers, suppliers, and the Sales Team.

New platforms for Indoor product segments
Express Seed Company is focused on bringing their tried-and-true tactics to the Indoor product categories, and they created InFlora and InVerde. Rusch adds, “We have been in the foliage market for many years now, but definitely under the radar. The foliage market is under pressure now more than ever, so we plan to offer growers supply chain solutions and new varieties to consider. We offer our partners a strong connection to the growers throughout North America. We also want to reach out to more breeders and plant hunters and ask them to contact us. Bring us your new product ideas, and let us work together to develop them into a success.”

Another picture of the Express Seed booth at the TPIE.

The response at the TPIE show was quite enthusiastic. “Growers are eager to learn more about Express Seed Company and how the new InVerde Indoor Foliage team can help support their business.”


For more information
Express Seed Company 


InVerde Indoor FoliageTM 



InFlora Cut FlowersTM 




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