The owners of Sicamus, a French producer of young hydrangea plants, have recently sold the company to the French agricultural cooperative Terrena. Along with this transition, Sylvain Javoy has been appointed as the new Sales Manager, taking over from Jean-Yves Coulbault, who will retire in September 2025 after a distinguished career of 30 years with the company.
Jean-Yves Coulbault and Sylvain Javoy at the IPM Essen 2025.
30 years in green sector
Javoy, 50 years old, brings a lifelong background in the green sector to the role. Born into a family of vegetable producers, he was immersed in horticulture from an early age. "My parents had their own farm and grew vegetables for the French market," he recalls. "My two brothers are also in the green business—they had nurseries before retiring."
Despite not pursuing agricultural studies—Javoy initially studied business—he credits his deep practical knowledge of the green sector to years of hands-on experience. "I learned the job by doing it. Over time, I worked in many areas of the green business, which made me very versatile."
Before joining Sicamus, Javoy held a key position at Minier Nursery, one of Europe's largest producers of plants for gardens and terraces. Interestingly, Minier, which Javoy was part of from 2020 until October 2024, was already a member of Terrena—an agricultural cooperative that now also owns Sicamus. Terrena is one of France's largest cooperatives, with €5 billion in annual revenue across dairy, meat, and grain sectors.
"When Jean-Yves Coulbault, Christophe Camus and Philippe Careau sold Sicamus to Terrena, the group saw my profile as a good fit. I have experience, I speak different languages, I am versatile and I share the same mentality. That's why I was chosen."
He officially joined Sicamus in December 2024 and is currently working alongside Coulbault during the transition period. "Jean-Yves will be with us until September. I'm learning a lot from him, and I'm very happy with how things are going. It's been busy, but the success is there."
Sicamus employs 35 people and produces 2.2 million hydrangeas annually on 35 hectares of which 85% is being exported all over the world. Javoy emphasizes that continuity is key. "Sicamus stays Sicamus," he says. "There's no revolution coming. For our customers, nothing changes, except me."
His role focuses on all aspects of sales, from logistics and quality control to client relations. "I work closely with Marta Durand, who knows all our customers and operations. For my part, I'm currently learning Spanish to improve communication."
Market trends - Classics still best sellers
Regarding market trends, Javoy notes that demand for hydrangeas remains steady. "About 80% of our sales come from classical varieties. But we are also introducing new selections, that starts green and turns pink or blue—and Tivoli Blue, which is gaining interest."
Different markets, different demands
Different markets have different preferences, he explains. "Southern Europe favors mophead varieties, while Northern Europe prefers compact or landscape types. In Asia, there is demand for stemmed flowers, though that's less common in Europe."
Preparing for next season
As the current season winds down, Javoy is already planning for the next. "Deliveries will continue through June, and we're now preparing for autumn, winter, and early spring—the peak season for half-mature plants. I'm very happy to meet our customers and receive such a warm welcome. Their trust means everything."
"Now, I'm Sicamus"
With deep roots in the green industry and a clear commitment to Sicamus' values, Sylvain Javoy steps into his new role with optimism and purpose. "This is the right place for me," he concludes. "Now, I am Sicamus."
For more information
Sylvain Javoy
Sicamus
Email: [email protected]
www.sicamus-productions.com