Early May. The morning sun casts a warm glow over the peony fields at Heveko Nursery in Andijk, North Holland. Rows of full-grown plants are bursting forth, with huge flower buds that will show their colour at any moment. Here, we meet Erik Held – an inspired and charismatic grower who uses his craftsmanship to grow the most beautiful peony varieties, all available through flower wholesaler Greenflor, specialists in exporting fresh cut flowers.
Craftsmanship with an eye to perfection
What sets Heveko apart from other nurseries is its meticulous way of bunching. No automated lines here: each bunch is assembled by hand by an experienced team of seasonal workers. This artisanal approach is no accident. Each stem is assessed for shape and curvature, so that the flower is shown off to its best advantage in the bunch. The result: a harmonious bundle that maximises the peony’s natural beauty.
Once bunched, the flowers find their way to Greenflor’s cash & carry in Aalsmeer. There, they are offered to florists, garden centres and flower exporters worldwide, looking for quality, artisan peonies for their spring assortment.
Lady Ann: the promise of 2027
One of the pearls in Heveko’s range is the Lady Ann peony. An exclusive variety with American roots, to which Erik Held now owns the shared breeding rights. The origins of this cultivar go back to a cutting that came to the Netherlands from the US decades ago via Erik’s uncle. After 18 years of careful propagation, there are now 10,000 plants in the field – ready to be grandly introduced to the cut flower market for export in 2027.
What makes Lady Ann so special?
What makes Lady Ann so special? The Lady Ann is a standout: a deep pink colour that many florists and buyers immediately fall for. But this peony is also exceptional in terms of cultivation techniques. It is harvestable early in the season, a valuable advantage in the peony segment. Moreover, it is a strong plant that does not need extra support and does not need to be fluffed – a considerable saving on labour.
A healthy Lady Ann produces an average of 12 stems per plant. But during our visit, Erik shows a specimen with more than 30 stems – a paragon of strength, vitality and genetic potential. No wonder this lady raises high expectations within the peony export market.
Peonies with character
Erik Held is more than a grower; he is a peony specialist with heart for his crop. The dozens of hectares of plants receive care, attention and craftsmanship, with a multi-year cycle that produces top-quality cut flowers only in the third year. Because of this dedication and the artisanal, tight bunches, Heveko’s peonies have for many years been among the perennials within the spring range of Greenflor, the flower wholesaler for professional florists.
