Select Breeding strengthens global footprint with Kenyan heart and international reach
“Kenya is not just a sales hub for us—it’s a partner in innovation and joint growth .” – Michael de Geus, Co-founder, Select Breeding
In the ever-evolving world of floriculture, few names resonate with consistency and creativity quite like Select Breeding. This year, the company marks its 25th anniversary, celebrating a legacy built on breeding excellence, strong grower partnerships, and a robust global supply chain.
Select breeding is a second generation family owned business with roots in the production of a wide range of cut flowers and specialized/ graftmanship in the production of cut roses since 1982.
Select Breeding continues to play a central role in shaping the future of the cut flower industry—offering both standard and custom-bred varieties tailored to different climates, altitudes, and market preferences.
Kenya has long been central to Select Breeding’s success. In 1996, Dennis de Geus, co -founder, visited Kenya for the first time and was impressed by the country and its potential for growing cut flowers. Since then Kenya was always on top of mind.
Breeding is a long process. Select Breeding started its first cross pollination is 2000 and it wasn’t until 2012 that it started its first owner set up in Kenya. In 2023, the company relocated its core operations from the Oserian Business Park to the prestigious Nini Flowers farm in Naivasha.
Nini Flowers is a medium-altitude, vertically integrated farm located on the southern shores of Lake Naivasha. Renowned for its sustainability and top-tier infrastructure, Nini facilitated a go-to hub for four rose breeders seeking collaborative space and access to Kenya’s premium export corridors.
Select Breeding’s new 5,000 m² facility at Nini features:
• Commercial display blocks for visiting buyers and growers
office space with vase life presentation
• Budwood bank for rapid propagation
• Early code trial zones to evaluate performance under local conditions
This strategic move enhances collaboration and accelerates breeder-grower-exporter engagement in one of the world’s most strategically located floriculture regions.
A PORTFOLIO THAT TRAVELS WELL
Select Breeding’s rose varieties are bred not just for beauty, but for vase life, shipping durability, and bouquet performance—critical for today’s high-demand, export-focused markets. The company’s varieties are tested rigorously across growing zones to ensure adaptability and shelf-life excellence.
Varieties to Watch
- No Limit -pink bi colour, retail market. This is one of the first varieties introduced by Select Breeding and currently, the largest variety planted. It is a very productive variety with up to 300 stems per m2. which does very well in the retail segment because of its excellent vase life and transport properties. the color is bi pink.
- Pink Star -retail and wholesale market. Pink Star is a new variety that has been commercialized. With its special pink color, it is a striking appearance in the pink segment. In the high altitude areas it is an exclusive large T- hybrid rose, but in the warmer cultivation area.s this rose fits in the retail segment. Its production and transport properties are excellent
- Firefox -red yellow bi colour, retail and wholesale market. Firefox is one of the new varieties that is in high demand. A good producing red yellow bi color, it is not much available in the market. In the high altitude growing areas, the red yellow contrast becomes extra intense in colour. In the warm growing areas Firefox has the right colour for retail sales.
- Prince Charming- cream, pink, wholesale market. Prince Charming has a nice cream color with a light pinkish tone. This variety is a new addition to Select Breeding assortment. This niche color is in good demand in the whole sale market. Together with its strong production and excellent performance, it’s a winner
- Red Impact -red retail and wholesale marke). Red Impact is a new hardy red variety with excellent travel and vase life performance. The flower opening in the field looks a bit pinkish but harvested in the right cut stage it has the perfect red color for the market. In the warmer climate conditions it remains with a 4.5 cm head size.
- Red Bentley- red, wholesale market. If you are looking for a velvet premium red variety, Red Bentley is your choice. The variety is already well known in the market, in the auctions and direct in the Middle East market. The flowers open completely in the vase and has a stunning performance.
- Ducati -deep pink bi colour, wholesale market. Ducati is one of the more exclusive varieties in the Select Breeding portfolio. It is grown by a limited number of growers in Kenya and for now exclusively available in Royal Flora Holland in the Netherlands. With its deep pink and white bi colour, it has a stunning presentation and vase life performance.
- Helios – cream, wholesale market. Helios has a nice cream color. Throughout the year there is good demand in the market for this color but during the wedding season, it’s at high peak. The luxury opening make it a hit. The growers will love the variety for the good field production.
- Bloosz – pink bi colour, wholesale market. Bloosz is one of the newer varieties, grown by a limited group of growers. The buyers love the variety for its intense pink and white color in sales stage. It’s vase life performance is stunning with a minimum of 12 days.
- Suncatcher -orange bi colour, wholesale market. Suncatcher has a bi orange color, in good demand in the German market. The variety is a slow opener, therefore has good trade characteristics.
- Blue Lagoon – lavender garden shape, wholesale market. Blue Lagoon is an exclusive lavender color premium garden variety. It’s a unique variety from buyers views but for the grower not too difficult to grow. Availability is limited in the market.
- Retail Spray Rose Line – Now introduced into Kenya after strong uptake in Colombia and the US. This line is gaining traction globally amid growing demand for bouquet diversity.
A GLOBAL PLATFORM
In addition to its Kenyan selection hub, Select Breeding operates a multi-regional innovation network, allowing it to serve growers across hemispheres with market-aligned solutions.
Global presence includes:
- The Netherlands – European marketing, selection, and distribution HQ, close to key auction centers and logistics channels.
- Colombia – A testing site in collaboration with Icon Selections, serving both the U.S. and Latin American markets.
- Ecuador – A selection in collaboration with Icon Selections for tailor-made varieties for Andean production zones.
- Ethiopia – Strategic trials and grower partnerships in several regions.
- South Africa – Local agency with a strategic partner for local production and testing.
- China, Japan, and South Korea – Local agencies with strategic partners for emerging markets in Asia.
This international reach ensures real-time feedback across different growing conditions and export systems, accelerating variety development and performance benchmarking.
LOOKING AHEAD
With 25 years behind them and a dynamic future ahead, Select Breeding is doubling down on sustainability, genetic innovation, and co-creation with growers. Its collaborative breeding model, anchored in Kenya and spanning multiple continents, is built to respond to the fast-changing demands of global markets.
“We don’t just release varieties—we test, adapt, and co-create them with the growers who will make them successful.”
– Michael de Geus, Co-founder
As breeders, exporters, and buyers converge at IFTEX 2025, Select Breeding remains a key link between genetic innovation and commercial success in floriculture.
Contact:
🌐 www.select-breeding.com
📩 info@select-breeding.com
📱 @selectbreeding (Instagram | LinkedIn)