5 to 7 July 2022

51st Convention


5 to 7 July 2022


Amsterdam, Netherlands


Goedemorgen! We are delighted to invite you to our Annual Member Convention that will take place from 5th July to 7th July in the surroundings of amazing Amsterdam.



We are delighted to invite you to our Annual Member Convention that will take place from 5th July to 7th July in the surroundings of amazing Amsterdam. With most of the Covid-19 restrictions now lifted we have every confidence that the major event in our annual calendar can now go ahead. As central theme for this Convention, we have chosen 'Learning from the past, meeting needs of the present, taking care of our future.'

The current crisis in Europe which is touching us all has caused us to hesitate about sending out the invitation, but our organising team believes that we should still carry on and move forward with the plans for July and we are very much looking forward to meeting with you all again in person. Our thoughts are with all the employees and business relations of our members in the concerned areas.

When talking about the history of Dutch horticulture, there is no better starting point than the Historical Nursery Museum in Aalsmeer. Via old documents, photos, gardening tools and different kinds of glasshouses, the evolution of horticulture in The Netherlands is shown. A vast collection of heirloom plants and varieties is to be admired in the extensive showgarden. Our group will receive a guided tour, including a small real-life Dutch auction in the original auction room.

Focussing on horticulture today, the new initiative FloriWorld offers a spectacular, fun and educational exploration through the world of flowers and plants, raising awareness on how flowers and plants contribute to well-being and health. An introduction and guided visit are included in the programme.

The future for green will be addressed with a small in-house conference, during which speakers will share their view on the role of plants and flowers in the future living environment, followed by an interactive group discussion. To illustrate the presentations a visit to sustainable green projects in the Amsterdam area has been included in the programme. 

We have decided not to use the occasion for a large celebration of our 50th Anniversary which was in 2020, but we will certainly touch on this important milestone throughout the event in pictures and words.

At the A.G.M., you will be informed of the Organisation's current affairs and a hint of the organisation's future might be revealed during the Closing Dinner which will take place at the culinary restaurant De Kas. This unique location grows many of the ingredients which are "picked in the morning, served in the afternoon."

The horticultural part of the programme will be paired with some of Amsterdam's finest highlights. The A'DAM LOOKOUT offers a wonderful 360 degree view over the city and includes Europe's largest over the edge swing. Swing back and forth over Amsterdam at an altitude of 100 meters if you dare! A Fleuroselect Convention would not be the same without a boat tour over the canals and dinner on Wednesday evening will take place at the historical venue De Waag in the city centre of Amsterdam after which we travel back to the hotel on the water.

We have decided that this programme has sufficient general interest for both partners and delegates and there will be therefore no separate partner programme.

As several trial fields are located in The Netherlands, an optional day trip to these locations is offered on the day of the Get-together dinner. The bus leaves the Convention hotel at 8u45 and heads to the Enkhuizen area for a visit to the PanAmerican trials, followed by the Syngenta Flowers plantings at Sprookjeswonderland. Lunch is foreseen at 'Sow to Grow' and we will also visit De Garden where we have planned a display of Fleuroselect winners. 

COMBINE with VISIT to the FLORIADE on 8th July
Use the opportunity of your Convention participation to plan an additional visit to the Floriade! Once every 10 years the gates open to this International Horticultural Exhibition and the theme of this edition 'Growing Green Cities' matches very well with the theme of our Convention. The 2022 Floriade is taking place in the city of Almere, which is easily accessible by public transport from Amsterdam.


As hotel for this event, the Organisation has selected the new Van der Valk Amstel in Amsterdam Zuid. A fine example of Dutch successful entrepreneurship, Van der Valk combines high level hospitality with good quality food and a well equipped business centre. Located near Schiphol and the A10/A2 crossing, the hotel is easy to reach by plane or car. A large car park is available at EUR 20/day. We have negotiated an excellent price and we hope that all delegates and partners will join us at the hotel for the whole event.

Comfort room per night, breakfast included: EUR 129 for a Single Room and EUR 149 for a Double Room.
Breakfast is included in the rates. Tourist taxes are extra.
The rates are valid for the nights of 4th to 7th July. 

How to book your room:
Bookings via this link: https://www.valkverrast.nl/acties
Booking code: VVAGF4529 

Should you wish to extend your stay outside the Convention period, please contact the hotel directly via 
Due to new regulations in The Netherlands the hotel can no longer accept a Credit Card as a booking guarantee. The card must be presented in person. We are therefore asking you to pay in advance. Should you have to cancel up to 14 days before the event, then the full amount will be refunded. After that the hotel will cancel your booking and keep the costs of the reservation for the first night only. FYI: The booking website states that restitution is not possible as this is a standard website. We have agreed the cancellation terms mentioned above, these overrule those on the booking link.  


Tuesday 5th July 2022Fleuroselect Logo Amsterdam2022 250px

08.45 : Bus leaves hotel for Optional Trial Field Tour to PanAmerican Seed, Syngenta trial at Sprookjes Wonderland and De Garden with lunch at Sow to Grow
13.00 : Welcome desk opens
18.30 : Get-together drinks at Hotel Van der Valk Amsterdam Amstel
19.20 : Opening by Honorary Member and Founder Simon Groot followed by Get-together
dinner and review Fleuroselect 50 years
22.00 : Dinner ends

Wednesday 6th July 2022

08.30 : Annual General Meeting in the hotel
10.30 : Coffee Break
11.00 : Inspiration Session - ‘’The importance of flowers and plants in the cities of the future”
12.30 : Inspiration Session ends
13.00 : Departure by bus for Circl, The Circular Pavilion
13.15 : Lunch and presentation at Circl, The Circular Pavilion
15.15 : Departure by bus to A’DAM LOOKOUT
15.45 : Visit A’DAM LOOKOUT for 360-degree views of Amsterdam together with highest
swing in Europe or VR tour of Amsterdam.
17.45 : Foot ferry to Amsterdam Central Station followed by walk to Restaurant In De Waag
18.15 : Dinner at Restaurant In De Waag in the historical centre of Amsterdam
21.30 : Return to the hotel by boat on the Amstel
22.30 : Short walk from the boat drop-off to the hotel

Thursday 7th July 2022

08.30 : Departure by bus to Aalsmeer
09.00 : Visit and tours of Historical Nursery Museum Aalsmeer with typical Dutch Auction
11.15 : Departure by bus to Flower Art Museum
11.30 : Museum visit and presentation ‘’Flowers Art and Emotion” by Rachel Giles
12.55 : Walk to restaurant ‘’On the Rock’ for lunch
14.45 : Departure by bus to the FloriWorld attraction
15.00 : Introduction by Bert Kranendonk, Experience Director followed by visit to the attraction
16.40 : Bus returns to hotel
17.00 : Arrival at hotel
18.00 : Departure by bus to Restaurant De Kas
18.15 : Drinks reception in the garden
19.00 : Closing dinner “From Plant to Plate”’, Gold Medal presentations and entertainment
23.00 : Buses return to hotel
23.15 : After Party at Hotel Van der Valk Amsterdam Amstel until 01.30 hrs