Nir Nursery began in 1965 as a small carnation farm, established by Nitzan Nir's parents. In 1983, the business transitioned toward growing potted plants, and not long after, made a full shift into propagation and breeding—focusing on wax flower and other Australian native species for both the cut flower and pot plant markets.

Over the years, the nursery became known for extending the natural flowering season of wax flowers for introducing new variety lines and a unique botanical innovations like "Rey", a complex intergeneric hybrid. With breeding cycles often spanning over a decade, Nir Nursery has consistently taken a long-term, market-oriented approach to plant development.

Today, the company continues to expand its reach and breeding programs and is now looking to collaborate with strategic partners to take its work further.

Asaf and Nitzan Nir at the IPM Essen 2025. This year they shared a stand with Italian grower Mauro Vino who also grow their products.

How it all started
The shift into breeding began out of necessity. While growing plants themselves, the Nir family quickly realized there was a lack of variety on the market. This gap inspired Nitzan to start breeding in-house. Initially, they sold only within Israel. Now, more than 40 years later, their varieties are grown across the globe.

Reflecting on the early days, Nitzan recalls the beginning as the most difficult. "You start something new and have to figure it out as you go. Breeding is a long, expensive process that requires patience and investment."

It began with chance seedlings—new wax flower variants that Nir Nursery found while growing. From selecting the best performers, it was a short step to structured, intentional breeding. Their earliest range included just three wax varieties, supplying only the European winter months. Over time, Nitzan and his team developed what they call "market-oriented breeding," using grower and buyer feedback to guide new development.

"The market wanted large volumes and a reliable year-round supply," Nitzan explains. "So we adapted our breeding to meet that need. Today, our varieties flower from early autumn through late spring, and with partners in both hemispheres, we can supply markets globally, year-round."

When Nitzan's son Asaf joined the business in 2000, the family began looking even further ahead. "We realized that to keep our varieties relevant, we had to evolve. So we realigned our breeding program with long-term market trends."

Video Nir Nursery.

Breeding and innovation
Breeding at Nir Nursery is a slow and deliberate process. Developing a standard wax flower variety takes about seven years, while more advanced work—such as Rey, an intergeneric cross—can take 15 to 20 years. "It takes time and significant resources," Nitzan says. "Australian genetics are both challenging to breed and tricky to propagate. But we enjoy the challenge and are proud to keep wax flowers relevant in today's market."

Color Wax and Chris Tal

Their variety portfolio now includes beside the regular wax's, Jupiter Wax Line, Color Wax, Ever Flower Wax, the botanical novelty "Rey", Adenanthos "Chris Tal" and "Aviv", Anigozanthos and Rice Flower. Each variety was bred with distinct market needs in mind, from flowering seasonality to form and color.

Ever Flower Wax

Asked to name a favorite, Nitzan highlights "Rey". "It's a botanically unique intergeneric hybrid—something completely new. Breeders dream of that. The market is responding with interest, but it takes time to introduce something so different. Growers need to learn how to cultivate it, and that's a slow process."

Rey

He adds that one of the core challenges of breeding is that the market often moves faster than the breeding cycle. "You might spend years developing a variety, only to find trends have shifted. That's why we always keep multiple varieties in the pipeline, so we can match new introductions with evolving demand."

Potential of their pot plants
While Nir Nursery's plants are widely used for cut flower production—especially in Europe, China, South America, and South Africa—the team sees increasing potential in the pot plant market.

Jupiter wax line

The Jupiter line is currently their fastest-growing pot product. With terminal flowers and a bloom window from October to May, it offers a long and consistent season. "It's been well-received in the Europe and the U.S., where the market prefers crops that are easy and quick to grow," says Nitzan. "We've had some early trials where some growers planed it and let it grow on its own and the plants made a perfect pot. But introducing new products takes time and education. We've already established some partnerships in the US. It's a work in progress and takes time."

And as said, propagation remains a challenge. "Unlike carnations, which root almost 100% of the time, wax flower varieties are more sensitive. When it works well, the results are excellent—but it's not always predictable."

Strategic partnerships
After over 42 years in the business, Nir Nursery is now looking for strategic partners. "Long breeding cycles—particularly for lines like Rey—require substantial investment and long-term commitment." With a new generation in place and a solid base of varieties under development, the company is ready to scale: to broaden its presence in new markets, expand its pot plant range, and accelerate innovation. As Nitzan puts it, "Breeding is never quick or easy. But the potential—especially in niche crops like ours—is huge. We're building something for the future."
 

Source: www.flordaldaily.com