For Floragard, a German-based substrate manufacturer with over 100 years of expertise, the time has come to re-enter North America with renewed focus, refined products, and a commitment to serving growers who demand consistency, quality, and innovation.
Floragard's technical specifications are tailored to meet the high standards of professional greenhouse operations. Key features across their substrate products include pH stability (around 5.6), superior water uptake and retention, balanced NPK fertilization and trace elements, slow-release nitrogen for sustained growth, customized potting sizes, and flexibility.
These qualities are resonating with growers who are becoming more discerning about substrate performance, particularly as environmental factors become more volatile.
"Floragard is not just selling soil. We're offering a foundation for growers to build consistent, high-quality crops," Arsen Begovic, Sales Manager for North America, states.
"The U.S. market is vast and incredibly promising," he continues. "We initially entered in 2019 through a partnership, but the COVID-19 pandemic hit shortly after, which disrupted transatlantic shipments and essentially paused our operations here."
However, that setback only strengthened Floragard's resolve.
© Floragard
A strategic comeback
Two years ago, Floragard made the strategic decision to reestablish its footprint in North America, and they brought in Arsen to spearhead the effort. Since then, the company has steadily built a distribution network with three partners on the East Coast and one on the West Coast.
"We're already on the ground from coast to coast," he notes. "The next step is to continue growing our distribution and getting the word out to greenhouse growers about what sets Floragard apart."
The company has few distributors on the East Coast (3) and one on the West Coast, and Arsen is confident in their market positioning and eager to engage with more partners.
Premium substrates with European craftsmanship
Two of the products Floragard is introducing for U.S. greenhouse growers include Premium Plug & Germination (PG) and Premium All Purpose (AP).
Designed for the propagation of vegetables and ornamentals, PG features a superfine structure, high pore volume, and excellent air capacity. Its carefully balanced nutrient profile, including N-nitrogen (140 mg/l), phosphate (80 mg/l), and potassium (190 mg/l), supports early-stage plant development. It also includes wetting agents for improved water distribution and uptake.
With a slightly coarser texture, AP is ideal for general potting of ornamentals, herbs, and other plant species. It delivers higher initial nutrient content, N-nitrogen (210 mg/l), phosphate (120 mg/l), potassium (260 mg/l), and is structured to retain moisture while ensuring proper aeration, which is key in varying U.S. climates.
Both products are based on Baltic white peat, known for its superior structural stability and air capacity. "We're offering mixes that combine the best of tradition and technology," Arsen says. "Our substrates are enriched with a blend of immediate and slow-release fertilizers, tailored to perform consistently under a wide range of greenhouse conditions."
An evolving conversation around peat sources
In recent years, the growing media industry has seen a shift in how peat sources are perceived and selected.
"There have been noticeable changes in the availability and characteristics of Canadian peat moss over the past 5–7 years," Arsen says. "Factors such as evolving climate patterns, limited development of new bogs, and growing demand from hydroponic markets have all played a role."
As Canadian producers navigate regulatory and environmental challenges, interest in alternative peat sources has increased. Floragard's Baltic peat-based mixes, for example, are gaining attention for their consistency and value within the European Union market.
Expanding together
Floragard is actively seeking new distribution partners and grower feedback to further localize and optimize their offerings. The company's approach emphasizes flexibility and collaboration.
"Let's talk about your needs," Arsen encourages. "We're not just dropping off pallets and walking away. We want to understand your growing conditions, your plant requirements, and provide mixes that help your operation thrive."
For more information:
Floragard
Arsen Begovic
T: +49 151 27 65 28 81
E: begovic@floragard.de
professional.floragard.de