From Bulb to Brand: Streng Growers × All I Am
In June 2025, All I Am proudly announced a partnership with Streng Growers, an innovative horticultural company. Where All I Am excels in cut alliums and brand development, Streng Growers adds their expertise in cultivation and production. By bringing these two worlds together, a complete story unfolds. Let’s dive into what makes this partnership so special.
From fruit nursery to visual garden plants
Streng Growers is rooted in Boskoop and originally started out as a modest fruit nursery. Over time, they noticed that customers often “choose with their eyes,” says Tom Brand, responsible for sales and product development at Streng Growers. Since then, they’ve focused on visual garden plants that not only grow well but are also directly recognizable and attractive on the shelf. Their current focus is on high-quality, sustainably grown flowers, including potted alliums. Today, Streng Growers supplies garden centers, DIY stores, and retailers.
A partnership that feels right
The collaboration between All I Am and Streng Growers began last year. It immediately felt like the right match. “We didn’t know exactly what we were going to create together, but we instantly saw that we could strengthen each other. So we started the process with great enthusiasm,” Tom explains. Since then, we’ve been working step by step towards the launch. The partnership is already visible in the packaging: recognizable, stylish, and fully in line with the All I Am look. Here’s a sneak preview.
Transparency and innovation
Streng Growers stands for transparency and reliability. Bulb sizes are clearly communicated and always match what consumers will eventually see blooming in their gardens. At Streng Growers, it’s all about delivering results that bring joy.
In the greenhouse, innovation is constant: in a dedicated test corner, new varieties and ideas are given space to grow. Only what truly works evolves into a complete product or concept.
Sustainable cultivation
For Streng Growers, sustainability is embedded in the way they work. Alliums are grown outdoors, just as nature intended. No pesticides are used; the plants thrive on their own strength. The company itself is also taking big steps: the nursery runs largely on solar energy, internal transport is increasingly electrified, and even the choice of substrates is critically assessed for origin and impact. “We make it a sport to become more sustainable every year,” says Tom.
Stronger together
The collaboration between Streng Growers and All I Am is built on shared values: honesty, sustainability, and a drive to keep innovating. From that foundation, we deliver products that our customers can confidently present to the end consumer.
This is a partnership that looks beyond today and invests in a long and fruitful future for cut alliums and potted alliums alike.
