Drive along the coast of France's Cote d'Azur & Italy's Riviera dei Fiori, a romantic destination. See Monaco harbour & snowy mountains, feel the warm January sun. Italian tunes play, inspiring dreams of sunsets, olives, & red wine. On your way to San Remo for stunning Ranunculus fields.
Through the flowers fields
A florists’ dream... that’s how some of our 24 florists travelling with us described visiting the flower fields of both France and Italy. Tuesday evening January 17th, the Hoek team waited for the first group of florists at Nice airport. As soon as the 12 smiling faces exited the gate, hugs and laughs were shared and once all carry-ons were ‘Tetrissed’ in the back of the two vans, we were ready to start our adventure.
The Pellegrino family
Day one started with a visit to the flower auction in Hyères. Similar to Holland, local growers do bring their products here to be auctioned. An impressive assortment is being presented: French tulips, Mimosa, Ranunculus, Anemone and many more. After a local lunch we paid a visit to the amazing Anemone farm owned by the family: Pellegrino. Due to the weather (it was a bit cloudy and rainy the weeks before) there were not many Anemones blooming. But that didn’t stop the grower from showing us the whole growing process from A – Z. The passion which they grow their products with is contagious. Many questions were asked and answered, the family dog non-stop petted and with lots of info about Anemone we were ready to hit the road again. On our way to an exciting afternoon…
Views & Adventures
How do you fit 12 florists and 4 Hoek team members in two offroad vehicles? The lovely 81-year-old Eucalyptus grower Richard Oggero has the solution: the cargo beds of his two 1984 Toyota pickup trucks. On a normal day they still ‘serve’ as transportation for the Eucalyptus, from the field to the post-harvest. Today they took us all the way up the mountain to enjoy some incredible views and to learn about the hard work that goes into growing and maintaining an Eucalyptus farm. It was a bumpy, interesting, but most of all: a fun ride! With an adrenaline rush in our veins, we continued our way to the Italian border, where red wines, seafood and pasta awaited us.
Farms with a view
After seeing the sun coming up in Arma di Taggia and having an Italian style breakfast served by the lovely hotel owner Albergo, we started the day visiting the impressive Ranunculus farm of the Parodi family. Getting there, and to all the other farms in San Remo, it quit a challenge with a 9-person minivan. Breathtaking views, but small and steep hills which require an experienced driver. Thankfully our own Frank made some extra money as a taxi driver during his glorious student days and Arjan basically grew up in the San Remo area. Conclusion: we felt (pretty) safe. The two Parodi brothers and their dad were already awaiting us. Ready to proudly present us their gorgeous farm and even more beautiful products. The work that the Parodi family puts into growing such an incredible product is impressive.
“It couldn't be more perfect!”
Preparing the soil half a year in advance to have 5 months of production. Buying new bulbs every year and growing their crop with such love and passion. It’s something you appreciate even more when seeing with your own eyes. After the visit, they took us out for an incredible lunch and some shots of Limoncello for good digestion. Last stop for that day: the Poppy farm of the lovely couple: Paola & Stephano. The sun was already sinking into the ocean and the golden hour on its way. Walking at their farm, which is built against the slope of a mountain, and seeing the poppies growing their heads towards the sun is something else... After a quiet moment we continued the farm tour, which ended with Prosecco and a home-made treat. Life couldn’t be more perfect.
Flower friends
What a trip! Two incredible groups of people and a countless number of memories. It keeps fascinating us how the love for flowers and floristry connects. How it connects growers with florists, florists with wholesalers, and how it connects us as people. Because flower people are an unique and beautiful kind. And we as Hoek feel so honored to work among all these amazing individuals and to be able to bring you together once in a while. To see you sharing your creativity and passion with each other. And this trip? This trip made us ‘forever flower friends’.
How to join next year?
One of your benefits as a Hoek Exclusive Diamond or Royal member is that you get invited for unique flower trips, such as our annual ‘Italy trip’. In October 2022 we reached out to our Diamond and Royal members with over 65.000 points. That’s how this year’s group was composed. Would you like to join us next year? Sign up at Hoek Exclusive and start saving points.
The Peony Journal – everything about this stunning flower
InspirationWhen we talk about favorite flowers, peonies are on top of the list for many people. These flowers are big and fluffy, making them really stand out. What's more, they come in a big range of colors, but pink is the most popular - it's like a fluffy pink dream. However, it's not just their looks; peonies smell amazing too! They're not around all year, so when peonies start showing up, you know it's spring or early summer. This makes them extra special and something people really look forward to seeing.
InspirationWhen we talk about favorite flowers, peonies are on top of the list for many people. These flowers are big and fluffy, making them really stand out. What's more, they come in a big range of colors, but pink is the most popular - it's like a fluffy pink dream. However, it's not just their looks; peonies smell amazing too! They're not around all year, so when peonies start showing up, you know it's spring or early summer. This makes them extra special and something people really look forward to seeing.
06 May 2024
Preparing Lilies of the Valley for Stunning Blooms: Step-by-Step Guide
Tips & TricksWhen you see these beauties… you know that spring has arrived. With their unique bell-shaped flowers and amazing smells, the Lily of the Valley is a real spring staple. It is said that these flowers symbolize luck and prosperity as well as ‘the return of happiness.’ This we can believe, because just look at them! Also known as Convallaria majalis, the Lily of the Valley is a unique and delicate flower. When you unpack a delicate product like Lily of the Valley, make sure to be careful not to damage them by unboxing your flowers. Follow the steps below to ensure the best-looking flowers.
Tips & TricksWhen you see these beauties… you know that spring has arrived. With their unique bell-shaped flowers and amazing smells, the Lily of the Valley is a real spring staple. It is said that these flowers symbolize luck and prosperity as well as ‘the return of happiness.’ This we can believe, because just look at them! Also known as Convallaria majalis, the Lily of the Valley is a unique and delicate flower. When you unpack a delicate product like Lily of the Valley, make sure to be careful not to damage them by unboxing your flowers. Follow the steps below to ensure the best-looking flowers.
16 April 2024
Expanding our South America Direct with Ecuador
WebshopWe're thrilled to announce the expansion of our Origin Direct collection to include breathtaking flowers from Ecuador! As some of you may already know, we've been offering flowers sourced directly from farms in South Africa, Kenya, and Colombia, delivered straight from the farms to your doorstep. And now, you can also enjoy your favorite flowers sourced directly from Ecuador. We will add so many beautiful flowers. You’re familiar with the stunning FSQ Roses right? Now, they’re available in the South America stock for attractive prices!
WebshopWe're thrilled to announce the expansion of our Origin Direct collection to include breathtaking flowers from Ecuador! As some of you may already know, we've been offering flowers sourced directly from farms in South Africa, Kenya, and Colombia, delivered straight from the farms to your doorstep. And now, you can also enjoy your favorite flowers sourced directly from Ecuador. We will add so many beautiful flowers. You’re familiar with the stunning FSQ Roses right? Now, they’re available in the South America stock for attractive prices!
19 March 2024
Ranunculus flowers for Romantic moments
InspirationThe ranunculus flower is a real eye-catcher, even though it is not as famous as a rose or tulip, it is still a hidden gem that everyone should know about! The ranunculus is known for its full heads and layered petals, and they fit into all palettes and themes because of the many color choices.
InspirationThe ranunculus flower is a real eye-catcher, even though it is not as famous as a rose or tulip, it is still a hidden gem that everyone should know about! The ranunculus is known for its full heads and layered petals, and they fit into all palettes and themes because of the many color choices.
