Buying Procona at Johnny's Selected Seeds: Complete Product Guide and Website Review

If you are a cut flower grower in the United States, you have probably heard of Procona — the rectangular reusable flower bucket system used by professional growers and major retailers worldwide. But finding a place to actually buy Procona in the US has traditionally been a challenge. Unlike in Europe, where Procona is available through floral supply distributors across the continent, American growers have had fewer options.

That is where Johnny's Selected Seeds comes in. The employee-owned seed company based in Winslow, Maine, has built a reputation over decades as one of the most trusted names in professional growing supplies. And they happen to carry a comprehensive selection of Procona products — making them one of the most accessible sources for the Procona system in North America.

In this guide, we will walk you through every Procona product available at Johnny's Selected Seeds, review the website and ordering experience, compare the Valencia and Florida series side by side, and help you build the right Procona setup for your specific flower farming operation.

About Johnny's Selected Seeds

Before we dive into the Procona products, it is worth understanding why Johnny's Selected Seeds is such a significant retail partner for professional flower growers in the US.

Johnny's Selected Seeds was founded in 1973 by Rob Johnston Jr. in Albion, Maine. What started as a small seed company focused on cold-climate vegetable varieties has grown into one of the most respected names in professional and serious home gardening. In 2015, the company transitioned to 100% employee ownership through an Employee Stock Ownership Plan (ESOP), which means the people who work there have a direct stake in the quality of products and service they provide.

Why flower growers trust Johnny's

• Research-driven selection: Johnny's trials and tests products extensively before adding them to their catalog. This is not a marketplace that lists anything from any vendor. Every product earns its place.
• Employee-owned: The people answering the phones and packing your order are also the owners. This shows in the quality of customer service and product knowledge.
• Professional focus: While they serve home gardeners too, Johnny's has always had a strong focus on professional growers, market farmers, and commercial operations.
• Cut flower expertise: Their cut flower supply section is one of the most comprehensive available from any US seed company, covering everything from seeds and plugs to post-harvest supplies.
• Educational resources: Johnny's maintains a substantial Grower's Library with detailed growing guides, comparison charts, and technical information that helps growers make informed decisions.

Johnny's is not just a store — they are a knowledge partner. When they decided to carry the Procona system, they did not just list the products. They created detailed product descriptions, recorded demonstration videos, and made a downloadable Procona System Guide & Specifications brochure available as a free PDF. That level of commitment to helping growers understand what they are buying is rare in the industry.

Navigating the Johnny's Selected Seeds website

Let us talk about the actual experience of finding and buying Procona products on johnnyseeds.com. If you have never visited the site before, here is what to expect.

Finding the Procona section

The Procona products live under Tools & Supplies > Cut-Flower Supplies > Procona System. You can navigate there through the top menu, or simply search for "Procona" in the site-wide search bar. The search results will show all 13 Procona products currently available.

The Procona System category page gives you a clean overview with two sub-categories clearly labeled: the Valencia Series (for larger bloom quantities and general-purpose transport) and the Florida Series (designed for smaller market booths and compact displays). Each product shows a thumbnail image, the product name, and a link to the full product detail page.

Product page experience

Each individual product page on Johnny's follows a consistent, well-organized layout. You get multiple product photos showing the item from different angles, a YouTube demonstration video (available for most Procona products), clear pricing, an "Add to Cart" button, and a detailed description explaining what the product does and how it integrates with the rest of the Procona system.

One thing we particularly appreciate about Johnny's product pages is the compatibility information. Each product page tells you which other Procona components it works with. For example, the collar pages explain that you need a lid to secure the collar in place. This kind of guidance prevents new customers from ordering incomplete setups.

Sorting and filtering

The Procona System category page offers sorting by Best Matches, Top Sellers, and Product Name A-Z. You can also filter by type (accessories, containers) to narrow down what you are looking for. For a catalog of 13 items, this is sufficient — you can see everything on a single page without needing to scroll through multiple pages of results.

Every Procona product at Johnny's Selected Seeds

Now let us go through every single Procona product available at Johnny's. We will cover both the Valencia Series and the Florida Series, with specifications and guidance on who should buy each item. Click any product name to view it directly on Johnny's website.

Valencia Series

The Valencia is the flagship Procona model — the industry standard for professional cut flower transport worldwide. It has the largest footprint of the two series available at Johnny's, measuring 15.7" x 11.8" (40 x 30 cm). This is the series you want if you are shipping large quantities of flowers to wholesale markets, farmer's markets, florists, or retail accounts.

Valencia Container — 25 cm

View the Valencia Container 25 cm on Johnny's Selected Seeds

The shorter of the two Valencia container heights available at Johnny's. At 9.8" (25 cm) tall with a 15.7" x 11.8" (40 x 30 cm) footprint, this container is ideal for shorter-stemmed varieties. Think tulips, ranunculus, anemones, sweet peas, and similar stems that do not need a lot of vertical space. The lower height also means a lower center of gravity when stacked, which improves stability during transport.

The container is constructed from durable polypropylene (PP5) with a minimum of 50% recycled content. It includes a convenient fill-line marking the recommended water level, so your staff can fill consistently every time. The rectangular shape means 100% pallet utilization — 8 containers per layer on a Euro pallet, 10 per layer on a block pallet — compared to only about 79% utilization with round buckets.

This is a reusable container rated for 80-100+ use cycles. At 100 uses, your per-use cost drops to pennies. Compare that to buying disposable packaging for every single shipment.

Valencia Container — 35 cm

View the Valencia Container 35 cm on Johnny's Selected Seeds

The taller Valencia container at 13.8" (35 cm) is designed for longer-stemmed flowers. This is the container you want for sunflowers, lilies, gladiolus, delphiniums, snapdragons, and any variety with stems longer than about 20 inches. The extra height keeps stems properly submerged in water while providing enough headroom for the blooms above the water line.

Same 15.7" x 11.8" (40 x 30 cm) footprint as the 25 cm version, so they are fully interchangeable on pallets. You can mix and match heights in the same pallet load without any issues. Same durable PP5 construction with the fill-line marking.

Valencia Lid

View the Valencia Lid on Johnny's Selected Seeds

The Valencia Lid is the critical component that turns an open container into a secure, stackable transport unit. It locks onto the top of the container (or on top of a collar, if you are using one) with locking nubs that ensure stable stacking. The lid has ventilation openings that allow air circulation while keeping the flowers protected.

You can stack loaded Procona containers on top of each other during transport without crushing the flowers below. The structural rigidity of the lid and container combination is remarkable — you can even stack heavy non-flower products like cases of produce or water on top of a Procona pallet without any deformation. This is something no cardboard box or cheap plastic bucket can do.

The lid also allows visual inspection without fully opening the container. You can peek through the ventilation slots to check on flower condition without disrupting the arrangement. The lid is an essential purchase with every container. Do not skip it.

Valencia Collar — 13"

View the Valencia Collar 13" on Johnny's Selected Seeds

The collar is the protective ring that sits between the container and the lid. It fits into the top groove of the Valencia container and creates a taller protective wall around your flowers. The 13" collar is the taller option, providing maximum protection for long-stemmed varieties and large arrangements.

The collars available at Johnny's are made from eco-friendly, reusable material. When kept dry between uses, they can be reused many times. They serve two purposes: protecting flower heads from mechanical damage during transport, and providing a branded presentation surface if you choose to customize them with your farm name or logo.

Note that you need a Valencia Lid to secure the collar in place. The collar alone does not lock — it sits in the groove and is held by the lid on top. This is an important detail that Johnny's product page helpfully explains.

Valencia Collar — 9"

View the Valencia Collar 9" on Johnny's Selected Seeds

The shorter collar option for the Valencia series. At 9 inches, this collar is designed for compact arrangements and shorter-stemmed flowers. It provides the same stem protection and branding surface as the 13" collar, just in a lower-profile format.

If you are selling at farmer's markets where you want customers to see and smell the flowers easily, the shorter collar gives protection during transport while keeping the arrangement visible and accessible for browsing customers when you remove the lid at your booth.

Valencia Topframe

View the Valencia Topframe on Johnny's Selected Seeds

The Valencia Topframe is a rigid frame that sits on top of the container, designed to support and separate flower stems. Think of it as a grid system that keeps your bouquets or bunches organized and upright within the container. Each stem or bunch gets its own compartment, preventing the tangling and crushing that happens when flowers are loosely packed.

The topframe is particularly valuable for high-value flowers where presentation matters. If you are selling premium bouquets to florists or upscale retail accounts, the topframe ensures every arrangement arrives looking exactly the way you intended. It adds approximately 6-10 inches (15-25 cm) of stem support above the container rim.

Valencia Partition

View the Valencia Partition on Johnny's Selected Seeds

The Valencia Partition is a divider insert that creates separate compartments within the Valencia container. This is invaluable when you want to transport multiple varieties or colors in the same container without mixing. Imagine shipping red, white, and pink roses in a single container — the partition keeps each color group separate and organized.

Partitions also add structural rigidity to the container, preventing stems from shifting during transport. If you have ever arrived at a farmer's market only to find that all your carefully sorted bunches have mixed together during the drive, you understand why partitions matter. This is one of the most affordable and most useful Procona accessories.

Florida Series

The Florida is the compact Procona model, designed for smaller market setups, short-stemmed flowers, and retail environments where space is at a premium. At 11.8" x 9.4" (30 x 24 cm), the Florida has a noticeably smaller footprint than the Valencia — about 40% less surface area per container. But do not mistake "smaller" for "lesser." The Florida is an engineering marvel in its own right.

Florida Container — 35 cm

View the Florida Container 35 cm on Johnny's Selected Seeds

The tall Florida container gives you 13.8" (35 cm) of height in the compact 11.8" x 9.4" footprint. This is the right choice for growers who want the space efficiency of the Florida format but still grow some longer-stemmed varieties. The 35 cm height accommodates stems up to roughly 25-28 inches when accounting for water depth and bloom headroom.

The Florida achieves something remarkable with pallet loading: 14 containers per layer on a Euro pallet (105% utilization) and 17 per layer on a block pallet (102% utilization). Those percentages over 100% are not a typo — the Florida's dimensions allow a clever nesting pattern that actually exceeds the theoretical maximum packing density for its footprint. This means more flowers per truck, lower shipping costs per stem, and a smaller carbon footprint per delivery.

Florida Lid

View the Florida Lid on Johnny's Selected Seeds

The Florida Lid serves the same function as the Valencia Lid but is sized for the smaller Florida container. It locks onto the container with the same nub system, provides ventilation, and enables secure stacking. Like the Valencia Lid, this is a must-buy with every Florida container. Never transport without lids unless you are making a very short trip and the containers will not be stacked.

Florida Collar — 13"

View the Florida Collar 13" on Johnny's Selected Seeds

The taller collar option for the Florida series. Functions identically to the Valencia collar — fits into the top groove of the container, provides stem protection, requires a lid to lock in place. The 13" height gives maximum protection for taller arrangements in the compact Florida format. Reusable when kept dry.

Florida Collar — 9"

View the Florida Collar 9" on Johnny's Selected Seeds

The shorter Florida collar for compact arrangements and short-stemmed flowers. This is the least expensive Procona component at Johnny's — making it easy to stock up on extras. If you primarily grow short-stemmed varieties like zinnias, marigolds, dahlias, or compact sunflower varieties, the 9" collar with the Florida container is the perfect combination.

Florida Topframe

View the Florida Topframe on Johnny's Selected Seeds

The Florida Topframe performs the same stem-support function as the Valencia version but sized for the compact Florida container. Particularly useful for farmer's market growers who want to transport pre-made bouquets upright and organized. Each bouquet stays in its own section, arriving at the market ready to display.

The complete Procona lineup at Johnny's

Here is a visual overview of all the Procona products available. The catalog covers 13 items across both series — containers in multiple heights, lids, collars in two heights, topframes, and the Valencia partition.

Browse the complete Procona System catalog at Johnny's Selected Seeds to see current availability and pricing for all 13 products.

Valencia vs. Florida: which series should you buy?

This is the most common question growers have when looking at the Procona lineup at Johnny's. Both series are excellent — the right choice depends entirely on your operation. Here is a detailed comparison to help you decide.

Choose Valencia if:

• You grow primarily long-stemmed flowers (sunflowers, lilies, delphiniums, gladiolus, snapdragons, lisianthus)
• You sell to wholesale markets, florists, or grocery stores that expect standard commercial packaging
• You ship large volumes and want maximum stems per container
• You need containers that are interchangeable with industry-standard pallets used by distributors
• Your booth or retail display has room for larger containers
• You want the widest compatibility with Procona accessories and display systems

Choose Florida if:

• You sell primarily at farmer's markets with limited booth space
• You grow short-stemmed varieties (zinnias, marigolds, dahlias, ranunculus, anemones, sweet peas)
• You want a more compact, lightweight container that is easier to carry and handle
• You sell small bouquets or single-variety bunches
• You are a smaller operation and want a lower entry cost
• You want maximum pallet efficiency for delivery routes (14-17 per layer vs. 8-10 for Valencia)

Or buy both

Many growers end up with a mixed fleet. Valencia containers for the tall stuff and wholesale accounts, Florida containers for market bouquets and short stems. Since both series use the same lid-and-collar system concept and are designed to work alongside each other in a logistics operation, mixing is perfectly practical. You just cannot swap accessories between the two series — a Valencia lid does not fit a Florida container, and vice versa.

What Johnny's does not carry (and where to find it)

While Johnny's has an excellent selection of Valencia and Florida products, they do not carry the complete Procona product line. Here is what you will not find at Johnny's and where to look instead:

Procona Amsterdam

The Amsterdam model is the heavy-duty Procona built for virtually unlimited reuse cycles. It shares the same 15.7" x 11.8" (40 x 30 cm) footprint as the Valencia but features reinforced construction for intensive internal use at nurseries and auction houses. Comes in green and white to distinguish it from Valencia. Contact Pagter USA directly for Amsterdam availability.

Procona London

The London is the retail-ready Procona with an FSC-certified cardboard collar designed for direct-to-shelf display in supermarkets. At 12.9" x 11.8" (33 x 30 cm), it fits 12 units per block pallet layer. This model is typically sourced through retail distribution channels rather than seed companies. Learn more about the London model.

Porto consumer packaging

The Porto line is individual consumer-facing flower packaging designed for the last mile to the customer. Porto units hold water to keep single bouquets fresh during consumer transport. Available in multiple sizes from 2.7 oz to 13.5 oz water capacity. Contact us for Porto availability.

Display systems

Procona offers professional retail display systems (Madeira, Pico, Bali) that hold Procona containers for in-store flower sales. These are commercial fixtures typically sourced directly from Pagter. Explore our display systems.

Tips for ordering Procona from Johnny's

Based on our experience and feedback from growers who have ordered Procona from Johnny's, here are some practical tips to make your ordering process smooth:

1. Start with a trial set: If you have never used Procona before, order 3-5 containers with lids and collars to test the system with your specific flowers and workflow before committing to a large order.
2. Match container height to your crops: Do not just default to the taller container. If 80% of your flowers are under 20 inches, the 25 cm containers will work perfectly and provide better stacking stability.
3. Always buy lids: Every container needs a lid. Do not try to save money by skipping lids — you will lose far more in flower damage than you save.
4. Order extra collars: Collars are the component most likely to get lost, left behind at a customer location, or damaged. Order 20-30% more collars than containers.
5. Consider the topframe for premium flowers: If you sell arrangements or premium bouquets, the topframe investment is trivial compared to the value of the flowers it protects.
6. Check availability early in the season: Procona products at Johnny's can sell out during peak season (late winter through spring when growers are stocking up). Order in January or February for the growing season ahead.
7. Download the specification PDF: The free Procona System brochure on Johnny's website has dimensional drawings and compatibility charts that are invaluable for planning your setup.

How Procona at Johnny's compares to alternatives

US flower growers have several packaging options. Here is how the Procona system from Johnny's stacks up against common alternatives:

vs. round plastic buckets

Round buckets from hardware stores or restaurant supply companies waste approximately 21% of pallet space. They have no lids, no collars, no ventilation system, and no way to stack without crushing flowers. They are fine for carrying flowers from the field to your cooler, but they are not a logistics solution. Procona's rectangular shape alone saves roughly 25% on transport costs.

vs. cardboard water boxes

Single-use cardboard water boxes must be purchased for every single shipment. They get soggy, they collapse under weight, they cannot be reused, and they generate significant waste. Over a season of 50 shipments, you spend hundreds on disposable boxes. A Procona container lasts 80-100+ cycles, making the per-use cost a fraction of any disposable alternative.

vs. other reusable bucket brands

There are a few other reusable flower bucket systems on the market, but none match Procona's combination of rectangular geometry, pallet optimization, integrated collar-and-lid system, and proven 30+ year track record. Procona is the global standard for a reason — it was designed by people who understood flower logistics from the ground up.

Read our detailed comparison of Procona vs. cheap flower buckets to understand the full cost picture.

The sustainability angle: why it matters for your farm brand

Today's customers — whether they are direct consumers at a farmer's market or grocery store buyers placing wholesale orders — increasingly care about sustainability. Using Procona sends a visible signal that your operation takes environmental responsibility seriously.

• Every Procona container is made from minimum 50% recycled polypropylene (PP5)
• Containers are 100% recyclable at end of life
• Each container replaces 80-100+ disposable packages
• Rectangular shape means fewer trucks on the road (25% more flowers per shipment)
• External lifecycle analysis shows approximately 50% CO2 savings vs. single-use alternatives

When a customer at your farmer's market booth sees your flowers displayed in clean, professional Procona containers instead of hodgepodge bucket collections, it communicates quality and professionalism. Many growers report that customers specifically comment on and appreciate the reusable packaging system.

Learn more about Procona's sustainability commitments and environmental impact data.

Caring for your Procona containers

To get the full 80-100+ reuse cycles from your Procona investment, follow these basic care guidelines:

• Rinse containers after each use to remove plant debris and prevent bacterial buildup
• Periodically sanitize with a dilute bleach solution or commercial flower bucket cleaner
• Store containers nested when not in use to save space
• Keep collars dry between uses — wet collars degrade faster
• Inspect lids for cracked locking nubs — replace damaged lids to maintain stacking safety
• Store out of direct sunlight when not in use to maximize plastic lifespan
• Do not use containers for anything other than flowers and water — chemicals can degrade the polypropylene

With basic care, your Procona containers from Johnny's will serve you reliably season after season. Many growers report getting well beyond 100 uses from containers that are properly maintained.

Our verdict: is buying Procona at Johnny's worth it?

Absolutely. Johnny's Selected Seeds is an excellent source for Procona products in the US. The combination of competitive pricing, detailed product information, demonstration videos, and the downloadable specification guide makes it easy for both first-time and experienced Procona users to find exactly what they need.

The product selection covers both major series (Valencia and Florida) with all essential accessories, and the employee-owned company's commitment to customer service means you can call with questions and get knowledgeable help.

If you are a cut flower grower in the United States who has been considering upgrading from disposable packaging to a professional reusable system, Johnny's Selected Seeds makes the transition straightforward. Start with a trial set, test it with your workflow, and expand once you see the difference in flower quality and operational efficiency.

Your flowers deserve better than cheap buckets. Your customers notice the difference. And your bottom line will thank you.

Want to learn more? Explore the complete Procona product line on our website, or contact our team directly for bulk pricing, Amsterdam and London models, display systems, or any questions about integrating Procona into your operation.