Growing stronger together: connecting Egyptian and Dutch horticultural expertise

Egyptian family business Dinaflor produces chrysanthemums and biological pest-control products. Through PUM, Dutch horticultural expertise is now also contributing to the next chapter of the company’s growth.

For 40 years, Dinaflor has been growing plants on its 5.5-hectare farm around 40 kilometres north of Cairo. The family business produces chrysanthemums in its greenhouses and, through BioEgypt as exclusive distributor in Egypt, breeds Phytoseiulus mites for biological pest control.

Bringing Dutch expertise to the farm

The company now wants to take the next step: improving the quality and efficiency of its chrysanthemum production, working towards higher production standards and eventually opening the door to new markets. To support this ambition, Dinaflor partnered with PUM expert Rinus de Vreede, a Dutch horticultural specialist. Rinus spent ten working days at the farm, working alongside Dinaflor’s management and production team. Rather than simply providing advice, Rinus spent time observing the farm, discussing challenges with the team and looking at the entire production process. Together, they examined mother-plant management, cutting and rooting, fertilisation, lighting, soil conditions, pests, diseases and greenhouse hygiene.

The collaboration brought together two perspectives: Dinaflor’s 40 years of experience and knowledge of growing in the Egyptian climate, and Rinus’s experience of horticultural production and crop management in the Netherlands and beyond. As Engy Mahmoud Elarnaouti from Dinaflor adds: “It was a very fruitful visit that added value to our farm. The training enabled our team to identify mistakes in daily operations, such as the start of short-day treatment, lighting duration, nursery operations and quality checks for cuttings. We are very happy with the visit and the insights and advice from Rinus, and we will continue with the plan we agreed together.”

For Rinus, the value of the project went beyond the technical improvements. Rinus: “With my experience, I was able to support Dinaflor in making important steps in growing mother stock, rooting and controlling insects. What I particularly valued was working directly with the farm team and seeing how Dutch horticultural knowledge can be adapted to the circumstances in Egypt. Two weeks is a short time for a farm of this scale, but the collaboration showed that focused knowledge exchange can create a strong foundation for further improvement.”

Future  outlook

PUM brings practical, hands-on knowledge to the farm, that strengthens the people and processes behind production. This impact reaches beyond chrysanthemums. Better crop management can support more efficient use of water and energy, improve working practices and strengthen the skills of Dinaflor’s operational team. Stronger production standards also enable the company to prepare for future export opportunities. By connecting Egyptian entrepreneurship and local expertise with Dutch horticultural knowledge and international networks, Dinaflor is building the foundations for more resilient, sustainable growth.