Photos by John Heishman

Long rows of greenhouses stretch across a 28-acre site off of Thornhill Rd in Orange, where millions of flowering plants are grown each year and shipped to Costco and other retailers up and down the East Coast and as far as Georgia. For owner and president Ed Van Hoven, the operation known as American Color is both a modern agricultural business and the continuation of a deeply rooted family legacy.

Van Hoven is a third-generation grower who grew up in the greenhouse business. He learned the trade from his grandfather, Aart Van Wingerden, and his father, Jerry Van Hoven, who modeled a work ethic built on long hours, helping others and faith. That foundation shaped how he would later build his own company right here in Orange.

American Color began in 1998 with a single acre of greenhouse space. Van Hoven and his wife, Gwen, started the business when their children were young, with the goal of creating a family-scale operation where their kids could grow up the way he did—around plants, equipment and peak-season rushes. Over time, the site expanded significantly as the business added new customers and new greenhouse ranges.
Today, American Color grows flowering annuals, perennials and holiday crops for independent garden centers, regional retailers and large chain stores, including Costco.

State Sen. Bryce Reeves has called American Color “a prize jewel of Orange County,” reflecting its economic presence and reputation across the region.

As a young man, Van Hoven worked in those operations and absorbed lessons about planning for the future. The family model emphasized mapping out the full potential of a property, even when starting small, and investing in infrastructure that could support growth over decades rather than a few seasons.

That mindset is evident at American Color, where the greenhouses, shipping areas and support systems—such as power and water infrastructure—have been built with expansion in mind. The company has invested in systems that can handle significantly more acreage than is currently under glass, in order to avoid having to revisit core utilities later.

American Color’s production schedule follows the rhythm of the year, filling its ranges with different crops as the seasons change.

In spring, the greenhouses hold a wide variety of color and texture: begonias, impatiens, petunias, geraniums, zinnias, herbs, foliage and mixed containers, along with hydrangeas, tropicals and other specialty plants. Those crops are staged and shipped to locations across the East Coast as customers prepare for the prime gardening months.

Fall brings a shift to mums, asters, ornamental cabbage and kale, peppers and seasonal mixed containers. Many of these plants are destined for front porches, farm stands and retail entrances as customers decorate for cooler weather.

In winter, the focus turns to poinsettias and other holiday crops. American Color grows millions of poinsettias each year in shades of red, white, pink, marble and novelty colors, along with vintage mums and winter centerpieces that carry color into the colder months.

Behind the scenes, the company uses a combination of traditional greenhouse practices and newer tools such as bio-stimulant “brews” designed to support plant vigor and stress tolerance. These techniques are meant to complement nutrition and pest management rather than replace them, with an eye toward overall plant health and quality.

Although Van Hoven’s name is on the business, American Color’s daily operations rely on a large team. Growers manage crop timing, environmental conditions and plant health across the ranges. Logistics and operations staff oversee shipping, scheduling and quality control, working to make sure orders are filled accurately and delivered on time.

Greenhouse workers handle the day-to-day tasks that keep production moving: sowing, filling flats, transplanting, spacing plants, and pulling finished product for shipment. Office staff manage accounting, personnel, procurement and information systems that link orders, inventory and shipping.

The company also brings in seasonal help during peak months to keep up with demand as orders spike ahead of spring planting, fall decorating and the holiday shopping season.

In addition to its regular staff, American Color participates in a local Department of Corrections work-release program. Nonviolent offenders come to the greenhouse for full workdays, gaining time outside the jail along with job experience and a routine that mirrors life on the outside.

The arrangement provides the company with reliable workers and gives participants a structured environment and practical skills. When individuals complete their sentences, American Color has been known to offer some of them ongoing employment, providing a pathway to a fresh start in the community.

For those curious about what goes on inside a commercial greenhouse, American Color offers tours for groups and organizations by appointment. Visits typically last about an hour to an hour and a half, depending on the season and how much product is on-site.

Tour groups can see the seeding lines, watering technology and various stages of production, and may have the chance to meet some of the growers who oversee each crop. The company aims to show visitors both the beauty of the plants and the behind-the-scenes work that goes into getting them to market. American Color also sells to wholesale customers who hold the proper certificates.

Qualified buyers can place pre-orders, and Friday pickups are available for those who prefer to collect product directly from the greenhouse.

Jen Bailey

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