From Joy to Perfection: A conversation with Sam van den Ende on finding the right balance in family, employees and the cultivation of exclusive roses.

Founded by Hans van den Ende and continued by his sons Sam, Tim, and Bob, the business thrives on a commitment to creating a supportive working environment, empowering its employees, and ensuring each rose receives the  the dedicated care it needs to achieve top quality.

Sam, the head of cultivation, energy, and climate, offers insights into the art and science of balancing the shifting outdoor climate with advanced technology to maintain their standard of excellence. In addition Sam’s brother, Tim, underscores the importance of strong relationships with their team to provide a supportive and balanced workplace.

"It all started with my father on Wateringseweg. I was 21 then and now, at 41, I've been growing roses for 20 years," reminisces Sam as he recalls his early years as a grower in the family business. Originally focused on gypsophila, a small white flower, the family transformed their greenhouse into a rose sanctuary after a few winters. In 2008, they purchased land to expand, growing from 4.5 hectares of greenhouses to 7.8 hectares by 2021.

When discussing the role of Priva technology in their daily work, Sam explains:

Sam enthusiastically describes how Priva Connext has become integral in streamlining their operations. He underscores the significant improvements in the Priva computer comparing its current state to that of only a few years ago. He explains the change from standard extra influences to the current flexibility offered by Connext, allowing for the incorporation of various modules.

“With the current Priva system, I can adapt to external conditions more easily, like outside temperature. This gives me more peace of mind about the climate and systems, but most of all gives me the freedom to cultivate the way I want to”, Sam adds.

Together with FS Performance—a system that monitors everything from employee productivity to water and energy use—the family keeps a close eye on climate, resources, and productivity. This approach ensures precision and excellence in each aspect of rose production.

“Passion drives us as much as the roses themselves.” Founder Hans van den Ende joins the conversation, and Sam shares that he’s recounting the family business journey. Hans smiles, offering a simple statement that captures their guiding philosophy:

With the future around the corner, Sam speaks about their ambitions for sustainability. The family aims to increase energy efficiency by moving from a combination of SON-T and LED lighting to full LED, reducing natural gas reliance, and exploring geothermal heating. It’s a gradual journey of testing new methods and scaling up as they prove effective.

"We strive for a balance between quality blooms and efficient energy use," Sam states, reinforcing their commitment to sustainability in practice.

Recognizing the essential role of their workforce, Sam emphasizes how they focus on growth and satisfaction for every team member. Through daily training, thoughtful management, and Priva FS Performance, they create a healthy and most importantly fun work environment. Sam invites his brother Tim to join the conversation—Tim is hands-on with their FS Performance system on a daily basis, focused on education and support for their colleagues.

Despite the challenges of today’s labor market, Fa. Van den Ende Rozen has built a strong, loyal team by investing in training and fostering an enjoyable, respectful work atmosphere. “It's important to us that our employees enjoy their work as much as we do.”