CAN: How a family nursery became a destination

Belgian Nursery, a family-owned and operated garden centre, has been a hallmark of Ontario's nursery industry for sixty-six years. Established in 1959, Belgian Nursery has evolved from a market gardening wholesaler to a retail-only destination nursery.

Their secret? Well, there are the usual things. An expansive selection of perennials and annuals, including unique and rare varieties. A warm, family-friendly atmosphere with excellent customer service.

But there's something else too. The family nursery's third-generation managers and sisters, Julie Clancy and Rosemary Van Roose, have leaned into creativity to transform Belgian Nursery into a destination for green-thumbs, plant parents, and people who simply want a mini-escape.

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Display gardens: Combining retail with relaxation
Belgian Nursery started building display gardens as a passion project in the mid 90's. "It all started with the Cactus House," says Julie, describing the 5400 square foot greenhouse dedicated to cacti and succulents. "Mom loved cacti and she wanted the greenhouse to be more than a place to buy plants," said Julie. "Especially in the winter, when people are looking for an escape from the snow. Now they can come here and suddenly be transported. It's a lot cheaper than a flight to Arizona!"

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In the mid 2000's, they expanded their displays, adding a pond feature in the Tropical Greenhouse. Next came an even larger pond feature, this time outdoors, with a large perennial and annual display garden built for trialing. Today, Belgian Nursery's multi-acre grounds boast more than seven display gardens for customers – and staff – to use and enjoy.

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According to Julie, the display gardens serve a triple purpose. "They invite people to learn, see plants in context, and gain inspiration for their own landscaping projects. But they also serve as trial gardens for any new varieties we want to try. Plus, they give spouses a beautiful place to rest and wait while their other halves are busy shopping!"

Customers helping customers
Education is a major component of the display gardens, which including signage and information centres to show which varieties are planted in the gardens, share tips and instructions for how to grow those plants, and orient customers on where to find them in the nursery.

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"By making information accessible throughout the nursery, we've created an educational shopping experience that allows customers to be self-sufficient," said Julie. "They're empowered to stop by information centres, pick up a pamphlet and learn."

This strategy has not only encouraged customers to make bold decisions in their plant purchases, daring to try new and different varieties, but it has led to customers helping other customers with their horticulture questions.

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"There will be times when we're working in the greenhouse and we'll overhear one customer giving advice to another, either showing them where to find plants, or tips on how to grow them successfully," said Julie. "Our mission is 'Celebrating plants and the people who love them', so it's great to see that our display gardens are helping us create this unique environment."

After sixty-six years, Belgian Nursery continues to evolve and thrive. The fourth generation is already involved, as Julie and Rosemary's children all help out in the greenhouse. "On behalf of the A.M.A. team, we continue to be inspired by Belgian Nursery's commitment to innovation and helping to cultivate the future of horticulture. We are so proud to partner with you on this journey."