Cold nights had delayed peony growth at Dictus Flowers in Zundert, the Netherlands, but last week's warmer weather spurred rapid development. "Just in time for Mother's Day," says Mirjan Dictus with satisfaction. By focusing on exclusive varieties, the nursery has grown its local customer base, now relying entirely on home sales and a local wholesaler for distribution.
Coral Sunset
When Mirjan began growing peonies ten years ago, she selected two common varieties along with the Coral Sunset, known for its color transition from dark pink to salmon. "It's a unique but challenging variety to grow. From the start, it sold quickly, while the common varieties often went to auction. That's why we've shifted our focus to more exclusive varieties in recent years. These have thick stems, large buds, and flowers that can grow up to the size of two hands. This sets them apart from what you typically find in supermarkets, and they sell well."
It takes three to four years for a peony to start producing cut flowers, so the decision to focus on these products was made several years ago. "Our first plants are still thriving, but eventually, they will need to be cleared. This will create the space to allow us to concentrate more on the special varieties."
This requires a strict cultivation regime. "For me, the peony is the most beautiful cut flower, but it's also quite challenging to grow. They need a lot of care and can only be cut a few weeks each year. Timing is crucial: you want to ensure the flower opens, but you must also prevent too much warmth from entering the stem, or they will bloom too quickly. This means we walk through the field 4 to 5 times a day during warm weather. These are busy weeks, but that's also what makes it enjoyable."
This year, the weather forecasts are promising, a stark contrast to last year's challenges. Cold and rain caused a slow start and forced an early end to the already brief season. "Cold nights, hail, storms," Mirjan recalls with a sigh. "The flowers appeared fine in the field, but in the vase, they didn't hold up because the stems absorbed too much water. We had to cancel orders, which is always difficult, but we prioritize ensuring the flowers look beautiful for our customers. It's the best choice for the long run."
Belgian appreciation
Located just a few kilometers from the Belgian border, Dictus Flowers sells a significant portion of its blooms across the border, with peonies being very popular in Belgium. "Peonies are both a seasonal and luxury product," says Mirjan. "They're highly valued in Belgium, and people are willing to pay for the special varieties." Local florists, garden centers, and specialty stores have come to rely on the nursery. "We offer peony bouquets in sleeves with care and nutrition stickers, or loose in pallet boxes for bouquet arrangements," she explains.
Home sales
Since its inception, home sales have been a core part of the nursery's distribution strategy. This includes a flower vending machine offering bunches of five and an annual Mother's Day flower stall. The stall features traditional peony bouquets, mixes of field flowers and peonies, arranged vases, and small floral surprises. Mirjan highlights the importance of Mother's Day for both local sales and her personally. "We are truly a family business. I founded the nursery with my late father, the company is part of my husband's tree nursery, my cousin handles the marketing, and we have deep local connections. On Mother's Day, everything comes together. We offer large arrangements, but I also want a child to be able to ride their bike here with two euros from their piggy bank to buy something beautiful for their mother."
For more information:
Dictus Flowers
[email protected]
www.boomkwekerijronalddictus.nl