The Flower love of Jaap Moerman: 'Anouska is the most beautiful'

Jaap Moerman, director of Moerman Lilium in De Lier, has loved lilies his entire life. The unique, pollen-free Roselily holds a special place in his heart. "It's like a child we've watched grow up since birth."

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"I've known lilies all my life. Our company was founded by my father and mother and has been in business for over 55 years. My parents also grew vegetables and bedding plants at first, because lilies could only be grown in the summer. When my two brothers and I took over the business, we focused entirely on lilies, which we grow all year round."

Challenge of pollen

"The lily was originally mainly a funeral and wedding flower, often as part of a bouquet with other flowers. With one major challenge, so I would say. Namely the pollen, which can cause annoying stains on your table or clothing, for example. In addition, not everyone appreciates the strong scent. That's a shame, because the lily is such a beautiful flower."

"Fortunately, we now have the Roselily: a top-quality double-flowered and pollen-free lily. Unlike the original lily, which was single-flowered. The Roselily is more like a water lily or lotus flower. We started growing this new lily about ten or twelve years ago. We came into contact with a breeder who was developing this product. So we were there at the birth of this beautiful flower and have seen our baby grow up."

"There were a few teething problems, but we persevered because we really believed in this product. We have been rewarded for that. We are now the largest Roselily grower in the Netherlands. It goes without saying that we grow as sustainably as possible, with respect for nature."

Oohs and aahs

"We soon noticed that both traders and consumers greatly appreciate Roselily. Everyone who received Roselilies from us wanted them again. At trade fairs, we still hear the oohs and aahs when people see Roselilies. They take photos and say things like “It looks like art” or “I can't believe a flower like this exists”. That's wonderful to hear."

Women's names

"All our Roselily varieties have a woman's name ending in an “a”. For me, Anouska is the most beautiful of them all. The colour variation, white with light pink, is unique. You won't find it anywhere else in the world. We sell Anouska all over the world. Especially in Asia, where spiritual meanings are attributed to the lotus flower, which Anouska resembles. It's just a beautiful thing that steals the show wherever we present our Roselilies. So yes, I'm in love with my own wife, but secretly also a little bit with Anouska."

More demand for lilies for Valentine's Day

"The Roselily is quickly gaining ground as a single flower. With three to five stems of Roselilies, you already have a beautiful volume and for ten days, all sorts of things happen in your vase. Flower by flower, the lilies open up. It’s a truly beautiful sight! Around Valentine’s Day, demand increases significantly; for us, it’s one of the busiest periods of the year."

"Perhaps it's because of the “Rose” in the name; Valentine's Day is naturally associated with roses. But the beauty of the flower undoubtedly plays a role too. If I had to describe the Roselily in one sentence, I would say: “Unique in its beauty.” The pollen-free aspect is practical and commercially interesting, but that's not what my feelings for this flower are based on. For me, it's really about the beauty."