VXTR brings Norwegian-grown plants to gardens and landscapes

At a nursery site in Froland, Southern Norway, established by the Norwegian government in 1941, VXTR grows plants adapted to Norwegian conditions and draws upon generations of horticultural expertise.

VXTR was established in 2023, bringing Reiersøl Nursery and three other Norwegian nurseries together under one name, with the aim of making Norwegian-grown plants more widely available and easier to choose.

Today, VXTR produces everything from established landscaping plants to native plants collected from Norwegian flora, with an emphasis on biodiversity and local value creation.

VXTR works with two main product groups. The first consists of well-established perennial cultivars used in landscaping. These plants are selected for their proven robustness and suitability for different projects. The second is NoNa®, VXTR’s registered trademark for native Norwegian plants. These plants are produced from seeds, cutting or roots collected from Norwegian native plants. Used separately or together, the two product groups provide Norwegian-grown alternatives for landscaping and restoration projects.

Imported plants can carry pests that put further pressure on biodiversity and agricultural production. VXTR therefore offers a broad selection of plants grown in Norway, providing landscape architects, contractors, developers and garden owners with a domestic alternative.

“We want to protect Norwegian nature and agriculture from pests that can accompany plant imports, and instead supply plants that strengthen biodiversity,” says Tovslid.

Under the NoNa® brand, VXTR has full control of the collected native plant material, from collection to propagation. The team behind this work brings decades of combined experience in plant production. VXTR wants this expertise, and the value it creates, to remain in Norway and be passed on to a new generation of production horticulturists.

Preserving Norwegian plant production also means passing on knowledge of how to grow plants under Norwegian conditions. For VXTR, Norwegian production is therefore not only about the plants themselves, but also about safeguarding specialist expertise and value creation in Norway.

VXTR supplies plants to national garden centre chains, but its main customers are landscaping contractors and developers. NoNa® plants are currently used primarily in projects with stringent environmental requirements, including BREEAM-certified developments, which assess sustainability performance, and FutureBuilt projects, a Norwegian initiative promoting climate-friendly and sustainable urban development. VXTR also supplies large volumes of plants to restoration projects in Southern Norway.

“The greatest challenge so far has been competing with imports, even when Norwegian production has been specified as a requirement,” says Tovslid.

The Made in Norway label makes VXTR’s Norwegian production more visible and helps customers identify plants grown in Norway. For the company, it also represents a commitment to maintaining horticultural expertise and value creation in the country.

“Norwegian gardens and landscaping projects should not pose a risk to nature or agricultural production. Choose plants grown in Norway,” concludes Tovslid.