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Dutch propagator to cease strawberry plant propagation and cultivation

“The capital intensity versus the returns is not in the right balance"

The management of Dutch berry propagator Flevoplant has decided to stop the propagation and cultivation of strawberry plants. Rising costs, particularly for labor, energy, and resources, along with increasingly stringent regulations, have made it unfeasible to continue operations, according to a statement from the company. However, the company's own label, Summerking, introduced in 2023 and aimed at the retail market, will continue under the Flevoplant brand.

No balance
"The capital intensity versus the returns is not in the right balance, making it irresponsible to pass the business on to the next generation. Therefore, we have collectively decided, together with the Goossens family, to cease operations."

No new cultivation will be started for the 2026 season. The greenhouse and tray fields will be put up for sale. "The decision to stop was made entirely of our own free will."

Ever-bearing varieties
Niels Goossens, responsible for cultivation and a member of the next generation in the company, emphasized in response that the decision was not made lightly. "We primarily grow ever-bearing strawberry varieties, which require a lot of labor. The sharp rise in labor costs has been a key factor in this decision."

Changing weather conditions have also made operations more difficult. "The past two years, with a wet summer and a damp spring, resulted in lower yields. A wet summer leads to a high loss rate in ever-bearing varieties." As a potential successor to the company, he saw that the financial and yield-related risks were increasing beyond what the returns could justify.

Flevoplant will continue to deliver plant material through the peak season, which lasts until June. "By then, most of the plants will have been delivered. Customers can expect the same level of service from Flevoplant as they always have."

The closure of Flevoplant leaves a gap in the market. Discussions are underway with companies for which Flevoplant propagates plants, to make mother plants available so that breeding companies can issue new propagation licenses.

Summerking continues
Propagation and cultivation make up about 95% of the Goossens family's business revenue. However, the Summerking retail concept will continue. "We have a greenhouse where we grow various products, such as hanging pots, six-packs, and wall planters, for the retail market."

Founded in 1958, Flevoplant is based in the Noordoostpolder, with its main location in Ens. The company specializes in the propagation and cultivation of strawberry plants, operating in greenhouses, on tray fields, and in open fields. In recent years, Flevoplant has increasingly focused on ever-bearing varieties. Since 2023, it has also marketed its own retail label, Summerking.

There is already significant interest in the facilities that Flevoplant is putting up for sale, notes Niels. "We have received several visits from both national and international parties."

The announcement to cease operations is notable, given that soft fruit is still considered a growth market despite challenges. This was reaffirmed at the recent Strawberry Day (Aardbeiendag) event. The outlook for strawberry sales remains positive. The decision to stop propagation and cultivation could provide Summerking with more room to expand, according to Niels. "Our ambition is to grow the Summerking brand."

For more information:
Flevoplant
📧 [email protected]
🌍 www.flevoplant.nl