Born in Baja California

Dudleya, common name Chalk Lettuce, belongs to the family of the Crassulaceae and grows in Baja California, a peninsula of 1200 kilometres on the west-coast of Mexico. Nature lovers praise the rugged beauty of this landscape, which consists of mountain ranges and deserts. The leaves of the Dudleya are covered with a ‘powdery, chalk-like, pale white ‘wax’. This consists of fatty acids and resins produced by the plant itself and harmless to people and animals. This substance has the highest measure of UV reflection of any plant and serves as protection for the Dudleya in order to survive the dry periods. After all, on average it only rains once a year in Baja California and the temperatures often rise above 40°C in the summer. For this reason the plants only need very little water. Attention: do not touch the white layer of wax unnecessarily, so the plant can retain its natural beauty!


The Dudleya likes a sunny/light place and therefore is especially suitable for a window sill (on the south side). In the summer months the Dudleya can be put outside on a sunny terrace or balcony. The plant needs extremely little water and therefore can do without for quite a long period of time. Water only once per 2 months from the bottom so the white layer of wax remains intact.

Attention: if you have just purchased the plant do not put it in the full sun immediately, but let it get adjusted in half shadow for a few days.

Intended for decoration and not for consumption.

Dudleya images

Environmentally friendly grown

Sustainable business practices are becoming more and more important and this is expressed in the environmentally-friendly manner in which these succulents are cultivated:
  • Minimal use of weedkillers and fertilisers.
  • 100% re-circulated water, so no draining to the outside. Water disinfected via a UV filter, so all water and fertilisers are re-used.
  • Cultivators search for disease and pests weekly, so any starting attacks on the plants are noticed almost right away and can be combated on a small scale, therefore needing less weedkiller
  • The plants are cultivated without the use of gas (zero gas) so there is no CO2 emission (zero CO2). All because the greenhouses are heated with residual heat.
All this creates extremely environmentally-friendly cultivated plants: “Growing better, respecting the environment”!

Pure Succulents makes use of environmentally-friendly cultivation and packaging materials as well.

Recycled cultivation pot
The plastic cultivation pot consists of 100% recycled material. In other words, the cultivation pot is made from waste products that have been re-used.

The products are packed and transported in a cardboard tray, which has received the FSC certificate of approval. The Forest Stewardship Council (FSC) is an international organisation that promotes the responsible management of the world’s forests. FSC talks of responsible forest management when the social, ecological and economical aspects of forestry are balanced. This means that for every tree that is cut down a new tree will be planted.

Pure Succulents has a number of certifications in the area of environment and durability:

MPS-ABC is a unique standard in the world. It works like a measure that shows to what extent a company is environmentally friendly. MPS-ABC consists of various levels: MPS-A, MPS-B and MPS-C. Pure Succulents has the MPS-A status, which stands for the most environmentally friendly business. 

Supermarkets want to purchase safe, durably cultivated, qualitatively good and traceable products. The European supermarket organisations (EUREP) have actually drawn up a number of criteria for this (GlobalGAP). The MPS-GAP certificate shows that Pure Succulents complies with these criteria.

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