about us

Together 
as one

One Flora Group is one of the largest floriculture groups in the world. Together with our employees, companies, growers, customers and partners, we achieve sustainable growth in the wonderful world of flowers and plants.

Connecting growers and buyers in a sustainable manner

Our companies link supply and demand by optimally tailoring our growers' assortment to our customers' wishes. As a group, we serve the entire market efficiently and straight from the source. 

A future-proof floriculture sector

Within our group, we collaborate intensively when it comes to ICT, innovation and marketing. Together with our chain partners, we present a united front for a future-proof floriculture sector.

Arise

Our
values

Our values describe who we are and what we strive for as One Flora Group.

Alliance

Our group brings together the entire floriculture chain. We align supply and demand interests and know how to achieve growth through collaboration.

Reliability

As a reliable bridge between supply and demand, we offer guarantees regarding sales and delivery. We have gained the trust of growers and customers worldwide.

Improvement

We are always on the move and want to improve every day. For ourselves, but also for our chain partners. We continue our pioneering efforts for a future-proof floriculture sector.

Sustainability

We are a driving force behind a sustainable floriculture sector. We are socially involved and know how to reduce the burden on the environment and climate.

Expertise

The expertise of our companies extends from source to shelves. All companies and professionals within One Flora Group reinforce each other.

Establishment of L&M

In 1948, the flower buyers Frans Kiel, Joost Leeuwenburg and Jan Mooten started the company KLM's Bloemen. A few years later, partner Frans Kiel bade the company farewell, following which it continued under the name of Leeuwenburg & Mooten (L&M).

Connecting growers & customers

In 1979, Joost Leeuwenburg (junior) and Wil Boogaards took the helm. Together, they made the forward-looking decision to be the reliable link between growers and customers, relieving both parties of the risk in doing so. By guaranteeing sales and delivery and optimally linking growers and customers, L&M added maximum value.

Establishment of Celieplant

John Celie and his brother-in-law took over his father's nursery together. When John decided to try his hand at something new, he came into contact with retail through various jobs as a buyer/seller. He continued to feel the pull of entrepreneurship, however, and founded Celieplant in 1994. John was motivated to make a difference internationally with Celieplant.

Innovation & concepts

Celieplant developed into a leading supplier of garden and house plants to major retailers in Europe. Innovation was key, and new concepts were developed that are still present on supermarket shelves today. Celieplant was one of the first in our sector to connect retailers with growers.

Birth of Groenland

In 2002 Celieplant became part of the DFG. Ten years later, John bought back all the shares in order to regain his entrepreneurial freedom. This is how the Groenland holding came into being in 2012.

Sustainable foundation

In 2013 and 2017 fully sustainable business premises were constructed on Japanlaan in Aalsmeer. Sustainable business operations are firmly anchored in Groenland's activities. The impact on people and the environment weighs heavily for Groenland when making choices. The aim is to establish a sustainable foundation for the future.

The third generation

From 2013 onwards, the company, headed by Jan Willem Leeuwenburg, was firmly put on the international map, and sustainability in business operations became increasingly important. This has resulted in new partnerships and a continuous drive to improve the chain. More than five years later Joost resigned as shareholder and the family business was subsequently fully owned by his sons Jan Willem, Danny and Lennard Leeuwenburg.

Birth of L&M Groep

In 2016 and the years that followed, L&M took over various companies and started new partnerships. As a result, L&M Groep became a leading company.

Development Groenland

Groenland has continued to grow thanks to the acquisition of Bouquetnet in 2012, Greenpackers and Bloominess in 2017 and Spira in 2019. Groenland's companies understand the needs of European retailers. With their knowledge of category management and data from the market, they know how to add maximum value in a socially committed and sustainable way.

Development of L&M Groep

From 2016 to 2020 L&M Groep acquired several companies. VE, Waxed Roses Sensations and Flowerfactory were acquired in 2016, ZAMI in 2018, and Lilies Direct in 2020. The companies within the L&M Groep work closely together and operate a worldwide network of growers thanks to whom every segment of the market can be supplied with a complete assortment of flowers. Because all companies reinforce each other, L&M can optimally respond to customers' wishes and needs.

The birth of One Flora Group

One Flora group was created in 2022 out of a merger between Groenland and L&M Groep. One Flora Group capitalised on the scaling up and professionalisation that was happening in the floriculture sector. By optimally deploying the sourcing of the L&M Groep and the commercial network of Groenland, the group realised an optimal floriculture chain. One Flora Group became one of the main players in the floriculture sector.

  • Establishment of L&M

    In 1948, the flower buyers Frans Kiel, Joost Leeuwenburg and Jan Mooten started the company KLM's Bloemen. A few years later, partner Frans Kiel bade the company farewell, following which it continued under the name of Leeuwenburg & Mooten (L&M).

  • Connecting growers & customers

    In 1979, Joost Leeuwenburg (junior) and Wil Boogaards took the helm. Together, they made the forward-looking decision to be the reliable link between growers and customers, relieving both parties of the risk in doing so. By guaranteeing sales and delivery and optimally linking growers and customers, L&M added maximum value.

  • Establishment of Celieplant

    John Celie and his brother-in-law took over his father's nursery together. When John decided to try his hand at something new, he came into contact with retail through various jobs as a buyer/seller. He continued to feel the pull of entrepreneurship, however, and founded Celieplant in 1994. John was motivated to make a difference internationally with Celieplant.

  • Innovation & concepts

    Celieplant developed into a leading supplier of garden and house plants to major retailers in Europe. Innovation was key, and new concepts were developed that are still present on supermarket shelves today. Celieplant was one of the first in our sector to connect retailers with growers.

  • Birth of Groenland

    In 2002 Celieplant became part of the DFG. Ten years later, John bought back all the shares in order to regain his entrepreneurial freedom. This is how the Groenland holding came into being in 2012.

  • Sustainable foundation

    In 2013 and 2017 fully sustainable business premises were constructed on Japanlaan in Aalsmeer. Sustainable business operations are firmly anchored in Groenland's activities. The impact on people and the environment weighs heavily for Groenland when making choices. The aim is to establish a sustainable foundation for the future.

  • The third generation

    From 2013 onwards, the company, headed by Jan Willem Leeuwenburg, was firmly put on the international map, and sustainability in business operations became increasingly important. This has resulted in new partnerships and a continuous drive to improve the chain. More than five years later Joost resigned as shareholder and the family business was subsequently fully owned by his sons Jan Willem, Danny and Lennard Leeuwenburg.

  • Birth of L&M Groep

    In 2016 and the years that followed, L&M took over various companies and started new partnerships. As a result, L&M Groep became a leading company.

  • Development Groenland

    Groenland has continued to grow thanks to the acquisition of Bouquetnet in 2012, Greenpackers and Bloominess in 2017 and Spira in 2019. Groenland's companies understand the needs of European retailers. With their knowledge of category management and data from the market, they know how to add maximum value in a socially committed and sustainable way.

  • Development of L&M Groep

    From 2016 to 2020 L&M Groep acquired several companies. VE, Waxed Roses Sensations and Flowerfactory were acquired in 2016, ZAMI in 2018, and Lilies Direct in 2020. The companies within the L&M Groep work closely together and operate a worldwide network of growers thanks to whom every segment of the market can be supplied with a complete assortment of flowers. Because all companies reinforce each other, L&M can optimally respond to customers' wishes and needs.

  • The birth of One Flora Group

    One Flora group was created in 2022 out of a merger between Groenland and L&M Groep. One Flora Group capitalised on the scaling up and professionalisation that was happening in the floriculture sector. By optimally deploying the sourcing of the L&M Groep and the commercial network of Groenland, the group realised an optimal floriculture chain. One Flora Group became one of the main players in the floriculture sector.

Rich history

One Flora group was created in 2022 out of a merger between Groenland and L&M Groep. These companies of equal standing both had a rich history and ambitions for sustainable growth in the wonderful world of flowers and plants.

Although Groenland and L&M Groep had enjoyed a long-standing customer-supplier relationship for years, both companies were not afraid to expand their horizons. Their merger has resulted in an efficient, transparent and sustainable floriculture chain.

  • 1948

    Establishment of L&M

    In 1948, the flower buyers Frans Kiel, Joost Leeuwenburg and Jan Mooten started the company KLM's Bloemen. A few years later, partner Frans Kiel bade the company farewell, following which it continued under the name of Leeuwenburg & Mooten (L&M).

  • 1979

    Connecting growers & customers

    In 1979, Joost Leeuwenburg (junior) and Wil Boogaards took the helm. Together, they made the forward-looking decision to be the reliable link between growers and customers, relieving both parties of the risk in doing so. By guaranteeing sales and delivery and optimally linking growers and customers, L&M added maximum value.

  • 1994

    Establishment of Celieplant

    John Celie and his brother-in-law took over his father's nursery together. When John decided to try his hand at something new, he came into contact with retail through various jobs as a buyer/seller. He continued to feel the pull of entrepreneurship, however, and founded Celieplant in 1994. John was motivated to make a difference internationally with Celieplant.

  • 1995

    Innovation & concepts

    Celieplant developed into a leading supplier of garden and house plants to major retailers in Europe. Innovation was key, and new concepts were developed that are still present on supermarket shelves today. Celieplant was one of the first in our sector to connect retailers with growers.

  • 2012

    Birth of Groenland

    In 2002 Celieplant became part of the DFG. Ten years later, John bought back all the shares in order to regain his entrepreneurial freedom. This is how the Groenland holding came into being in 2012.

  • 2013

    Sustainable foundation

    In 2013 and 2017 fully sustainable business premises were constructed on Japanlaan in Aalsmeer. Sustainable business operations are firmly anchored in Groenland's activities. The impact on people and the environment weighs heavily for Groenland when making choices. The aim is to establish a sustainable foundation for the future.

  • 2013

    The third generation

    From 2013 onwards, the company, headed by Jan Willem Leeuwenburg, was firmly put on the international map, and sustainability in business operations became increasingly important. This has resulted in new partnerships and a continuous drive to improve the chain. More than five years later Joost resigned as shareholder and the family business was subsequently fully owned by his sons Jan Willem, Danny and Lennard Leeuwenburg.

  • 2016

    Birth of L&M Groep

    In 2016 and the years that followed, L&M took over various companies and started new partnerships. As a result, L&M Groep became a leading company.

  • 2021

    Development Groenland

    Groenland has continued to grow thanks to the acquisition of Bouquetnet in 2012, Greenpackers and Bloominess in 2017 and Spira in 2019. Groenland's companies understand the needs of European retailers. With their knowledge of category management and data from the market, they know how to add maximum value in a socially committed and sustainable way.

  • 2021

    Development of L&M Groep

    From 2016 to 2020 L&M Groep acquired several companies. VE, Waxed Roses Sensations and Flowerfactory were acquired in 2016, ZAMI in 2018, and Lilies Direct in 2020. The companies within the L&M Groep work closely together and operate a worldwide network of growers thanks to whom every segment of the market can be supplied with a complete assortment of flowers. Because all companies reinforce each other, L&M can optimally respond to customers' wishes and needs.

  • 2022

    The birth of One Flora Group

    One Flora group was created in 2022 out of a merger between Groenland and L&M Groep. One Flora Group capitalised on the scaling up and professionalisation that was happening in the floriculture sector. By optimally deploying the sourcing of the L&M Groep and the commercial network of Groenland, the group realised an optimal floriculture chain. One Flora Group became one of the main players in the floriculture sector.

    Managing board

    John Celie, Jan Willem Leeuwenburg, Lennard Leeuwenburg and Maarten Ober manage One Flora Group together. They have the drive it takes to further professionalise the floriculture chain and make it more sustainable.

    John Celie

    CEO

    Jan Willem Leeuwenburg

    CEO

    Lennard Leeuwenburg

    COO

    Maarten Ober

    CFO

    Management

    The management of our flowers, plants and wholesale divisions consists of Sven Aertssen, Sam van Tol and Gerrit Paauw.

    Sven Aertssen

    Managing director flowers

    Sam van Tol

    Managing director plants

    Gerrit Paauw

    Managing director wholesale

    Our
    companies

    Our companies know how to optimally link supply and demand and are the driving force behind a transparent, efficient and sustainable flower and plant chain.

    2022

    Facts &
    Figures

    • 1,4

      billion flowers per year
    • 26

      million plants per year
    • 365

      employees
    • 400

      million annual turnover
    • 28

      export countries
    • 14

      import countries

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