Plant Discovery from Bree, Belgium, will exhibit at GrootGroenPlus for the first time in 2025. The company, led by John Casters, specializes in Italian-origin plants grown and finished in Belgium – mainly multi-stem trees and large container plants. “We aim to offer something different from what everyone else is growing,” says Casters.

Italian stock, Belgian finishing

“I’m not exaggerating — we sell 5,000 90-liter pots a year. That’s not nothing.” – John Casters, owner Plant Discovery

The company started in 2012, when Casters began searching for new plants in China. Today, Plant Discovery focuses on large pot sizes — from 10 to 150 liters — with all stock sourced from Italy and finished on their own nursery. “We let the plants grow here for at least six months. Authenticity is everything. We want to know exactly what we’re delivering,” Casters explains. Only fully established plants are sold.

First-time exhibitor with clear ambitions

Although active for years, this is the first time Plant Discovery joins GrootGroenPlus. The goal? “We want to connect with new traders beyond the traditional market,” says Casters. On display: multi-stem trees and Osmantus, both grown in larger pot sizes.

Staying different in a mechanized world

Casters consciously maintains a broad range. “Most growers produce the same stuff these days — mechanization encourages that. We prefer to stay unique.” He’s optimistic about the future: “In five years, I’ll be up 50% in turnover. And I’m lucky to have a group of people ready to take over the business. Collaboration — especially in logistics — will be even more important moving forward.”