Van Hemert & Co. is located in Hazerswoude-Dorp, a village in the west of the Netherlands. Head-turning windmills and canals, tree nurseries, and fields of flowers abound in this region, which is known for being Europe's oldest and best tree growing region. Van Hemert & Co. was founded in 1876, and in the early days vegetable seeds for local growers made up the majority of the business. When Rob van der Voort purchased the wholesale seed company in 1996, he began switching its primary focus to flowers. Since that time Van Hemert Co. has made a big name for itself by releasing hundreds of innovative flower varieties, sold around the world. Many have been awarded Fleuroselect Gold Medal and Fleuroselect Novelty awards. Verbena bonariensis 'Vanity' was recently recognized as a 2023 All America Selections (AAS) National Winner as well.

Rob van der Voort began his career in the nursery business growing trees and perennial flowers. "I always wanted to have my own company," he said. In 1996 the opportunity arose, and he bought the 120 year old seed business. Breeding flower varieties with the home gardener is mind is a "team effort, not a one-man show," he notes. He started the breeding program in 1997, and his wife, Ingrid, joined him at the business after a couple of years. The team now numbers seven full timers. They grow and test a large variety of flowers in a colorful trial garden not far from the production facility. Seed is cleaned and packaged in the facility that also houses the company's office. Impressed by van der Voort's breeding successes, Irma Jansen, a many-year seed business veteran, recently joined the team.

"We became a Fleuroselect member in 2006," said van der Voort, "and began submitting our new varieties for judging in 2007." Since that time Fleuroselect, the international organization for the ornamental plants industry, has awarded Gold Medals, their highest honor, to six of Van Hemert Co.'s selections. These include Cosmos bipinnatos 'Xanthos', Calendula officinalis 'Calexis Orange', Penstemon barbatus 'Twizzle Scarlet' and other now well-known garden favorites. Numerous others have been recognized with Fleuroselect Novelty Awards. The trial garden contains row upon row of colorful poppies, calendulas, calamints, penstemons, snapdragons, flowering tobaccos and other flowers, all surrounded by a wind buffer of sudangrass. What sets Van Hemert & Co. apart from most seed sellers is that most of the varieties the company sells are bred in-house. "We've bred about 200 unique flowers," noted van der Voort.

"The process of growing a beautiful garden from a handful of packets has always fascinated me," Rob van der Voort exclaims. More than twenty five years after embarking on this path, his passion for flowers has only grown stronger. He clearly delights in revitalizing the the forgotten browalias, calamints, and old-fashioned four o'clocks, and in discovering perfect names for enticing new selections, such as 'Starlight Dancer' Nicotiana, and 'Twizzle Purple' Penstemon. Perhaps best of all is 'Irish Poet' Emilia javanica. Tassel flowers, he explains, have been described as "the windswept hair of an Irish poet."