In an industry often dominated by the pursuit of maximum turnover and high profits, Schoneveld Breeding, led by Managing Director and owner Peter van de Pol, has chosen a different path. For Peter, true business success is rooted in dedication— to work, colleagues, and customers. This commitment is a cornerstone of the company, as evident in conversations with Peter and Gerard Zwiers, Head of Breeding and Peter’s right-hand man. “If our partners in the chain are doing well, so are we. That’s why we must be involved—with each other, with our business and above all, with our customers,” they emphasize.
Trust as a Foundation
Gerard Zwiers highlights the company’s collaboration with Kanazawa, a Japanese breeder, as a prime example of their approach. “Years ago, we first used their genetics in our Super Serie Cyclamen. A partnership like that always starts with mutual agreements,” Gerard explains. Describing it as a “gentleman’s agreement,” he notes that it involves exchanging material through open dialogue and fair compensation. For Gerard and Peter, this transparent way of working is not just preferred—it’s essential.
“Breeding is a process that takes years. For us, it’s a given that we only work with other parties’ material through proper consultation,” Peter adds. This mindset, still uncommon in the industry, reflects their commitment to integrity. “We collaborate with integrity. We’re proud of what we do and only partner with companies that share our values. In the end, everyone benefits from an honest relationship,” Gerard says.
Stronger Together
For Peter, collaboration is key to growth. “You can only move forward by working well together,” he asserts. Often starting informally, with someone bringing an idea to the table and others building on it, these collaborations eventually yield significant results. Under Peter’s leadership, Schoneveld Breeding has entered an exclusive partnership within the growers’ association Addenda. The company also collaborates locally with businesses from outside the horticultural sector in an energy hub, tackling grid congestion issues together.
Additionally, Schoneveld is a founding member of the Breeding Accel alliance. “Breeding Accel began as a collaboration between three relatively small family businesses, standing up against unrealistic patents from a few major multinationals,” Peter explains. “Today, we’re a group of six breeders, sharing knowledge and working together in a molecular lab based right here at our headquarters in Wilp.”
Innovation at the Core
Schoneveld Breeding doesn’t shy away from challenges or unconventional crops. Take the use of growth regulators in Primula acaulis, for example. “Years ago, we started breeding all our products to be genetically compact. That way, you don’t need chemical growth inhibitors. We were ahead of our time—we just didn’t realize it then. Only later did we fully understand the sustainability impact,” Gerard says. The company’s innovation extends beyond products; they were also the first to introduce growing support specialists who maintain close contact with growers. By aligning their breeding program with market signals, Gerard and his team ensure that their innovations meet real-world needs.
Beyond Breeding
Peter is clear that Schoneveld Breeding is more than just a breeding company. “Innovation also comes through strategic partnerships. For instance, we make agreements with growers and retailers operating in (semi-)closed chains. We aim to give everyone a competitive advantage through unique genetics—by linking specific products to specific growers and markets. In the end, that’s how everyone wins,” he explains.
His philosophy is straightforward: “If your partners thrive, your future looks brighter too.” The team doesn’t just focus on flower shapes or colors. “We’re constantly looking at how we can help growers reduce fertilizer use, grow heat-tolerant products, or produce ethylene-resistant Campanulas,” Peter says. “We listen to the market and translate what we hear into solutions with strong genetics.”
A Commitment to Sharing and Growing
For both Peter and Gerard, this way of working is second nature. Listening to the market, making strategic choices, and then collaborating smartly with the right partners to deliver meaningful innovations. It’s all about balancing commercial success with being a reliable partner. Gerard sums it up perfectly: “Only when you share, can you multiply.” This belief is lived out daily by every member of the Schoneveld Breeding team.
