Peter Allen (GM), Joyce VDW (wife), Peter VDW (owner), Anton VDW (son and owner), Tina Allen (Controller), Karin Gravagna (daughter and owner). An interior shot of the operation which currently consists of 15 acres of greenhouses, including nine acres of Dutch glass greenhouses built in the Netherlands and six acres of poly houses. Owner Peter Van de Wetering. Pre-finished pansy pots. All photos courtesy of Van de Wetering Greenhouses, Inc.

October 2002 Volume 8, Number 10

Planning leads grower down correct path

By Amber Holst
In 1964, after spending a few years in the landscaping business, Peter Van de Wetering and his late brother Ted decided to start a tomato greenhouse in Rhode Island.

"We discovered, however, that there is no money in it," recalled Van de Wetering, 71. "So I got together with my other brother Jack and we decided to set up a bedding plant operation."

The second greenhouse operation, which was started in 1970, was fortunately more profitable for Van de Wetering than the first.

In 1987, he split off from Ivy Acres, Inc., to start Van de Wetering Greenhouses, Inc. "I created the business and the placement of new technology specifically to grow plugs for the trade," he recalled.

Located on a 30-acre farm on eastern Long Island, the business mainly serves the Northeast seaboard.

Currently, the operation produces more than 25 plant varieties.

In winter and spring, the company produces annual plugs, Cyclamen, bedding plant flats, Poinsettias, pre-finished hanging baskets, double flowered peonies, fiber hanging baskets, plastic hanging baskets, annual pots, Mums, pre-finished pots, rooted Mum cuttings, specialty annual pots and Tuberous Dahlias.

In summer and fall the greenhouse produces Cabbage and Kale Plugs, Gerbera Daisies, Tuberous Dahlias, Wave Petunias, Craze of the Waves, Finished Cyclamen and Mums.

Plugs remain the biggest product with more than 100 million plugs coming out of the operation each year. "What is growing as far as a program, however, are pre-finished items," Van de Wetering said.

"The pre-finished products gives us the opportunity to serve our customers with more products," he said. "When we deliver our products to our customers, they only need four weeks to finish them. That's an enormous fuel savings and also gives them an opportunity for an extra turn in the greenhouse."

Van de Wetering said it's simple to point out what has been key to his business.

"I would say the success of our business is based on the technology and the greenhouse we use," Van de Wetering said. "We use high-span houses and open roofs. The higher the house, the more air volume and the better the plants we can grow."

When he started his business, Van de Wetering was producing two crops: Cyclamen and annual plugs on 2.5 acres.

The operation currently consists of 15 acres of greenhouses, including nine acres of Dutch glass greenhouses built in the Netherlands and six acres of poly houses.

The operation also boasts six acres of field production.

The latest addition is an open roof structure which will boast 62,000 square feet for peak season plant product from February through June.

The business is a family affair. Van de Wetering's son, Anton, is the operation's product manager and his daughter, Karin, is in charge of sales.

Van de Wetering employs 55 full-time workers and 80 seasonal workers from February through June.

The operation serves some 200 customers within a 600-mile truck-delivery radius. "Our customers are made up of small retailers, wholesalers and a few mass merchandisers," Van de Wetering said.

The majority of Van de Wetering' product is shipped on rolling racks in temperature-controlled trailers. About five percent are shipped via commercial shippers.

About 75 percent of Van de Wetering's products are sold direct to his customers. "That makes us unique as most growers go through a broker," he said. "As a result, we need a good customer service department.

"We have service representatives out on the road all the time," he added. "If you don't have the service, you don't get the orders."

Looking ahead, Van de Wetering said he plans on investing in additional automation to make the business more efficient. "And we'll also be expanding our greenhouse structures," he said.
He also plans on focusing more on vegetative cuttings.

"There are numerous areas in which we can expand," he said. "I know we'll do well doing it."

 © 2003 Van de Wetering Greenhouses, Inc.
5784 Sound Ave, P.O. Box 819, Jamesport, NY 11947
(631)722-8757 Phone
(631)722-8765 FAX