Brands in the ornamental plants industry

fides oro
03
05
07
Kwekerij A. Baas
calandiva
10 years
bedding
plants
10
12 + 13
15
Chrysanthemums
all through winter
Back to the roots
extension
The geranium
season starts right
now!
staff
iMap360
valuable
communications
expressions
discovery
engaged
internal
central
stakeholders
differentiating
creep
growing
tips
nurturing
ownership
disciplines
architecture
characteristics
external
live
organizations
discipline
strategic
branding
interactive
smart
art
leadership
definition
process
character
parameters
CEO workforce evolution
positioning executive
With a view to the
customer
Platform for top
varieties
refinement
essence
analysis
relevance
grower
in the
spotlight
management
new
managing
directors
leveraging
imagery
development
distinguishing building
sole-searching assets
enterprise
in the spotlights
No3
Year 07
October 2012
Brand
priority
retrospective
Brands in the ornamental plants industry
In the horticulture industry, Fides is regularly mentioned as
an example of a company with a good brand strategy. One
single strong corporate brand and an entire portfolio of
associated brands that each serve their own target market
and target group. Since Fides has a scrupulous attitude, we
asked brand expert par excellence and General Manager
of European institute for brand management EURIB Dr Rik
Riezebos about his views on brands in horticulture and in
particular Fides.
Dr. Rik Riezebos
In the horticulture industry, Fides is
regularly mentioned as an example
of a company with a good brand
strategy. One single strong corporate brand and an entire portfolio of associated brands that each
serve their own target market
and target group. Since Fides has
a scrupulous attitude, we asked
brand expert par excellence and
General Manager of European
institute for brand management
EURIB Dr Rik Riezebos about his
views on brands in horticulture
and in particular Fides.
“Horticulture does see the world
far too much from its own perspective.” “There is too much
thinking from within the limitations of the technical production capacity going on and far
too little from a customer
➔
01
fides news
Dr Rik Riezebos (1960) is General
Manager at EURIB and program
director of the specialization
Master of Brand Management
(MBM) of the EURIB master’s program. In addition, he is managing consultant at Brand Capital.
Riezebos received a degree in
economic psychology from the
University of Tilburg (1983-1987)
and next successfully studied for
a PhD in general management at
the Erasmus University (1987-1991).
After this, he worked as a senior
lecturer Marketing communication
and Brand strategy at the faculty
of Business Administration of the
Erasmus University in Rotterdam
(1991-2001); since 2002, he is managing director of EURIB.
value proposition”, Riezebos starts
his views on our industry. Next,
he indicates the essence of the
direction our industry should take
according to him. “Traditionally
and also when the current Fides
brand strategy was introduced,
the general way to go was reasoning according to cost-plus pricing. Based on production costs
and chain margins, the consumer
price automatically emerged.
Adversaries of this model calculate
on the basis of what the market
can bear. In this reasoning, the customer perceived value takes central
stage.” This last model is based on
consumers’ perception of the value
minus the chain margins (which
are absolutely higher in that case)
and results in a raised and more
constant value for producers. It is
by no means a new theory, even
though it took years for the horticultural industry to acquire this
insight and we are still far removed
from fully embracing this concept.
However, some of us have made a
start. In spite of all well-intended
initiatives, this model proves not to
work as projected for our sector. “In
recent years, horticulture has seen
a strong increase in the number of
new identities, labels and brands.
Advisors and their customers
create a dream world at corporate
as well as at product level, in which
products are placed in a surreal
02
context. They dream up a target
group that perfectly fits their
profit expectations and their new
proposition is ready to go. So how
is it possible that the successes at
retail level remain so scarce? Why
do we see so few of our horticultural brands stand their ground on
supermarket shelves?
competencies, norms and values
as well as the history) can be the
basis for distinctive capacity. In
horticulture, there has always been
some attention for this. The problem is that in most cases however,
the new proposition was perhaps
sufficiently distinctive for consumers but that the supplier’s organi-
auctions or via a sales organization. This way, the producer is more
anonymous and hidden behind the
commercial chain. To this group,
a brand is a lost case because
the contents of the brand promise cannot be transferred to links
further on in the chain. In general, these producers are not into
large campaigns and do not reveal
themselves sufficiently. Neither
retailers nor consumers experience
the brand promise and therefore,
they do not notice any distinctive
capacity or added value either.”
Riezebos calls on growers to create
a more distinct profile for themselves. “Many growers sell their
products under at least one label.
zation doesn’t entirely follow this
It is about time to charge these
through. The identity of the prolabels with promises that can be
ducer or the brand is caught in an
passed on and propagated to the
artificial alter ego that fails to live
target groups. Only then, these
up to the expectations of consum- costly labels can become true
ers and chain partners in their eve- brands that are able to generate
ryday operation. Riezebos quotes
real added value. At Fides, this idea
the examples of Koppert Cress and has hit home. Through different
Sion; “Two pioneers that fulfill their platforms such as Dutch Creations
brand promise wittingly or unwit- and through its parent company
tingly because the entrepreneur
Agribio, Fides reaches a many
behind the brand has associated
retailers and realizes various brand
himself with these promises. In
campaigns for them. Summarizing
all campaigns, the identity of the
I can state that Fides is on the right
entrepreneur and his organizatrack but of course, there is always
tion reflects on the brand. This is
room for improvement!” ■
different for traditional producers
who aim for the Dutch cooperative model of sales through flower
“The identity of the producer or the
brand is caught in an artificial alter ego
that fails to live up to the expectations
of consumers and chain partners in their
everyday operation.”
According to Riezebos, the cause
lies in the company’s focus. If the
focus is aimed too strongly at the
customer’s wishes, there is a risk
that products will start to look too
much alike in the eyes of consumers. The result being that there
is only competition on price. A
situation like that may lead to a
continuous price war, causing the
margins to dry up and ultimately
only leaving losers. In order to
avoid such a situation or escape
from this, retailers as well as suppliers need to pay more attention
to their own identity (insideout approach). The own identity (such as for example unique
fides news
Ringo Veenman and Peter
van Duin new managing
directors Fides
With a view to the customer
One started his career as an area manager, the other one used to be a plant breeder. Last
August, Ringo Veenman (39) and Peter van Duin (47) started as commercial and operational
managing director respectively at Fides. About two new managing directors and how careers
can develop.
Paul Ammerlaan, communication officer
Peter van Duin (l) and Ringo Veenman (r)
“Long ago, one of my very first
holiday jobs was to do with cut
chrysanthemums”, Ringo Veenman
starts his story. “To me, horticulture has always been a colourful and dynamic industry that
held a lot of attraction. For that
reason, I did ultimately decide to
become a student at the HAS in
Delft.” His working career started
at Hilverda (these days known as
HilverdaKooij) as an area manager.
After many years in the international flower trade, he switched to
the world of vegetables: De Ruiter
Seeds (Monsanto). And now Fides.
Ringo elucidates his current job
responsibilities: “I have recently
started to manage the commercial
departments of sales, customer
services and marketing & communication. In order to further
improve the professional customer
oriented image of Fides, I wish to
approach these three departments
more as a whole.” He continues:
“I view the total approach of our
customers all through the chain
as the particular spearhead of our
commercial departments. I wish
to contribute to a structure that
is customer oriented and that is
capable of switching quickly. In all
this, we certainly value the input of
our customers. Ultimately, providing our products with added value
throughout the chain is a joint
effort.”
New operational managing director Peter van Duin also used to
work for Monsanto. “I previously
graduated as a plant breeder at
the Wageningen University, after
which I worked as a breeder at
Rijk Zwaan for 11 years.” After a
few brief ‘spell’ at The Greenery
amongst others, he gained experience as a supply chain manager
and operational affairs manager.
Currently he is responsible for
Fides’ daily, worldwide cuttings
production. Peter: “My task is to
manage the production and logistics departments.” He also wishes
to apply all his expertise to his
work at Fides without delay. “In my
view, this is a beautiful, successful company but there is always
some room for improvement.
Optimisation of the processes
demands perfect internal communication. I will focus first and
foremost on the quality, health
and reliability of our products. This
simply in order to do our very best
for our customers.” ■
03
C
fides column
Column
After the necessary changes and shifts
in the Fides organization, I am personally
very happy with my new fellow Managing
Directors Peter and Ringo. With these reinforcements, we are ready to face the future,
both in a commercial as well as an operational sense. Their experience and expertise
are sure to contribute to our strategic goals.
You have possibly noticed that a large part
of my commercial tasks and responsibilities
for Fides have been handed over to Ringo
already. From now on, you can contact him
with your queries, plans or ideas. However,
this does not mean that my role as a General
Managing Director of Fides has ended and
as always, you can continue to contact me
as well.
“For us, the
customer takes
central stage.”
No doubt, you have heard this before: Agribio Group and
Fides continue to grow, both in product assortment as
in organization. The arrival of Ringo Veenman and Peter
van Duin as new Managing Directors and the addition of
poinsettia to our product range show that we continue
to invest in a company that you will be able to rely upon
now and in the future.
Harry Kloppenburg, general manager
Peter will deploy his expertise for providing growers and with them indirectly the
rest of the chain, with a top quality product. Furthermore, we also wish to further
improve the reliability of our delivery and
service towards our customers worldwide. In
any case, the arrival of these two gentlemen
does mean that you may count on a modern,
individual view on our commercial and operational strategy as well as the lasting good
quality of Fides products and services.
The most recent development is the takeover of Ecke Ranch by Agribio Group. Ecke is
a world market leader in poinsettia breeding and the addition of this company to our
group means that we can offer a new product that is ideal for our clients who cultivate
New controller for
Fides and Agribio
Group
04
seasonal products all year round. As regards
poinsettia, our customers may expect the
same high quality cuttings and the best possible varieties. Currently, we are working on
an interesting sales plan and range, which
we will share with you in due course.
In week 44, you will be able to get
acquainted with both our new Managing
Directors as well as the opportunities of
our newly created product range. This year,
you will be welcome to visit the premises
of colleague breeder Lex+ in Kudelstaart
(Netherlands), as well as our branch in De
Lier, where the flower trial is set up and
where you can catch up on all the news.
See you soon! ■
Agribio Group has gained a new
financial expert, Lieuwe Haanstra.
“I hold the position of controller and responsible for financial reporting and analysing the
results within the group, which
also includes Lex+ and Bartels Stek
amongst others.” Lieuwe Haanstra
previously held similar positions
at Ajax Chubb Varel and ING Real
Estate Development.. ■
grower in the spotlight: a. baas
Kwekerij A. Baas:
Big and all-round
in product
These two terms do sum up Kwekerij A. Baas, a Dutch nursery in Ens (Northeast Polder, Flevoland) that produces pot and
bedding plants. The company is particularly characterized by
the way it has specialized in seasonal products. The nursery
is a modern 25-hectare greenhouse farm with an eye for new
concepts such as Get Set Garden.
Paul Ammerlaan, communication officer
We are talking to Jarno Baas, the
son of founder Arie Baas. Together
with his brother Dieter he runs the
company. “Step by step we have
grown to our current surface. Our
dad started here in 1973 but the
fittings and fixtures were soon
replaced. Even then, we had various cultures going. Right from the
start, the company has continued
to develop.” A clear understatement; the business premises are no
less than impressive. “We currently
employ around 30 permanent staff
and during the various peaks we
have at least 60 full time employees and 100 temporary employees
working here”, Jarno adds.
These days, the total range of the
Baas nursery consists of violas,
pansies, geraniums, trailing plants,
summer flowering plants, multiflora Chrysanthemums, poinsettia as well as various bedding
plant series. “With such a surface and multitude in products,
there is a new challenge every
day. And because we do not carry
year round products, the work is
extremely varied”, Jarno says. Sales
of the various products are aimed
at the national as well as the international market. “Of course, it all
depends on the type of product.
We supply DIY stores and supermarket but by means of day traders, we also sell our products to
several garden centres.”
Get Set Garden
During the season, Kwekerij A. Baas
also has Get Set Garden available. This is a mixture of compact growing plants, including
Osteospermum Margarita Nano,
Dahlinova® Long Life, Calibrachoa
Lindura® and geranium Pop
Idols®. This range can possibly be extended with Nemesia
Angelart® and Swifty (compact
pot Chrysanthemums). Jarno:
“During last year’s Fides Flower
Festival, both our customers as
we ourselves were interested
in this.” However, it is a specific
product that requires everything
to be ready on time. “But all this
is only the start of a beautiful
concept, which still needs some
further tweaking. For the future,
we still have enough plans and
ideas that we wish to realize.
We will be pleased to tell everyone more about these during the
coming Trade Fair in Aalsmeer
(Netherlands), where we will be
present with our own stand.” ■
05
fides news
Fides flower trials
in week 44
From 30 October to 2 November, we cordially invite you at our trial location at the
Oudecampsweg 35c in De Lier (Netherlands). Fides organizes a special flower trial including her wide range of flowering cut and pot Chrysanthemums, Kalanchoe and Calandiva®.
Already curious? That week, we show our latest and most recent novelties and biggest products. You are welcome to take a close look, from 08.00 to 17.00 hours in De Lier!
Rose breeder Lex+ has open doors
Are you also interested in cut
roses? Please visit the show of Lex+
in Kudelstaart, Holland (Hoofdweg
148) and experience the wide and
renewed range of the new Lex+,
the Rose Creators. The doors are
open at the same time as these of
Fides. ■
Become a
Whatsat
Fides friend!
In early September, Fides joined Facebook with its ‘Whatsat
Fides’ page. This page was especially designed for connecting growers, traders and retailers and encourage immediate
contact between these parties. You are also cordially invited
to share any news about the products you grow, trade in and/
or sell!
06
On this page, we share the latest
developments regarding Fides
breeding, trade fairs, exhibitions
and events etc. This page will
develop into the ultimate platform
for sharing market and product
information!
people find it easy to use this site,
both from their PC and mobile
device such as a phone.
Would you like to keep informed
of the latest varieties, the trade
fairs and events where Fides can
be found? And, are you active on
Facebook or Twitter? Then please
Why Facebook? Because this type
add Whatsat Fides to your list of
of social media does lend itself
very well for interaction, has a wide friends! ■
range and has become an integral
part of most people’s lives. Most
fides oro news
Fides
Oro
Fides Oro evolves
into a platform for
top varieties
The latest development in North America is that Ecke Ranch joined Agribio Group.
This provides us, Fides Oro with an extra energy boost after the past sales season.
It is great to see the extent of our joint potential! We can hardly wait to make an
all out effort and create a powerful synergy between these two dynamic parties.
We feel even stronger about this after all our experiences in the past year.
Mark Schermer, general manager Fides Oro
The first full Fides Oro financial year has finished. After the announcement in March 2011
and the first full sales season, we have taken
stock. It means new products, new customers,
new colleagues and the forming of a new team.
The main annual challenge being to deliver
80% of our entire total volume to our customers in a relatively short period of 14 weeks.
How’s that for peaking!
Previously, Fides Oro showed itself as the main
market player during the Spring Trials 2012 by
presenting its entire range in its full width. The
news that Fides Oro is the distributor of Bartels
Stek for this continent and the fact that we
carry the entire Suntory assortment also caused
quite a stir. With OFA in Ohio last July, Fides Oro
was also ready to greet business relations for
the first time in its new configuration during a
trade fair. Their immediate reaction was enthusiastic and they see plenty of opportunities in
the resulting assortment. This officially started
the new ordering season.
“Ecke Ranch joining Agribio
Group provides us with an
extra energy boost”
In the meantime, Fides Oro has started to
cooperate with the world’s leading breeders,
meaning that we have their best collections
and varieties at our disposal. The poinsettias
of sister company Ecke further complete this.
In the first year, the product will continue to
be marketed independently by Ecke in North
America; after this, the next stage in its integration with Fides Oro will take place. Being able
to offer products to our business relations all
year round is a truly fantastic development,
which will no doubt result in equally beautiful
challenges!
In brief, Fides Oro is certainly on the move. It
increasingly further develops into a platform
for the North American market, which will also
be used by the other companies within Agribio
Group. A platform that will continue to develop
in the coming years with initiatives towards
retail parties and its main suppliers. Within
Fides Oro, the strengthening of that network is
a priority. ■
07
C
cut chrysanthemum market
Cut
Chrysanthemums
This method for determining
market potential proves to work.
Even better: the success rate of
new Fides varieties has further
increased over the years. It turns
out that almost all new varieties
that became commercially available over the years are still being
sold to this day. Take for example
Merlot or Celebrate. These varieties
form an integral part of the current
range.
One of the success factors is the
actually simple working method:
‘the majority rules’. Together
you know more than just the
breeder, Product Manager, trader
or grower who looks at the product and assesses opportunities.
Particularly the transparency of
the voting ensures that everybody
is in the know of the latest novelties. This means that a novelty
becomes desirable immediately.
08
The success
rate of new cut
Chrysanthemums
These last few years, we have invariably made a good start to the new
year: with a New Year’s Get-together! During this gathering Taste in the
Future, which is held in week 2, growers and buyers tell us which varieties
and experimental numbers they think have a lot of potential. Fides uses
the results for taking up the challenge for turning these varieties into
successful ones. After all, you have to honour your promises don’t you?
Rick Minck, product manager
The combination with the fresh
green centre makes this flower a
true asset to the Chrysanthemum
assortment and one that is here to
stay. In autumn, Talitha will follow.
In January of this year, several
This single flowered variety is deep
experimental numbers were
purple in colour. This is another
indicated as having high potenwelcome asset to the assortment
tial once again. Over the coming
period, a few of these will be intro- because of its fresh centre and very
duced. Dynasty was the first in this good vase life. Talitha will be introseries. By now, this soft pink Santini duced by Zentoo.
type in a colour that changes
These last examples mean that
to bright pink in the centre has
all potentials are introduced for
become an integral part of the
2012. It already became clear in
Santini assortment. And let’s not
Having varieties judged by the visi- forget Rihanna. This beautiful pink September that this results in a
100% score for this year! ■
single flowered Chrysanthemum
tors to Taste of the Future, gives
Fides a clear idea of what direction with a fresh green centre was
taken on by Lewis Flowers and
the market is moving towards as
regards colour, shape and image, as John Vollebregt. Another high
seen through these visitor’s eyes. It potential that is being tested is
Prada. Prada is unique because
does require for Fides to be ready
its blooms has several rows of ray
to spring into action with disciplines such as breeding, commerce flowers. This confers Prada the
and production in order to further classy image that befits its name.
Another element is the fact that
we draw extra attention to these
high potentials and continue to
do so all year round. Without this
type of support, varieties are soon
forgotten.
“You may state that
Fides is increasingly
more successful in
introducing new
varieties”.
test the varieties that you consider
as having (lots) of potential on the
market and in the garden.
cut chrysanthemum
snijchrysantmarket
markt
Raisa and Korona
win gold in
Moscow
During the Flowers Expo trade fair in Moscow, which took place from the 10th until the13t
of September, Raisa and Korona were awarded the gold medal for best quality product. The
judges mainly praised the colours and the quality of the flowers. Raisa and Korona also demonstrated that they are both excellent choices when creating floral arrangements. Moreover,
Stylist Pink was proclaimed the best novelty of the show.
Paul Ammerlaan, communication officer
Next to the cut Chrysanthemum presentation, the pot Chrysanthemum
varieties certainly looked their best at the Fides stand. Of course,
Calandiva® was also present: with its charm, elegance and colourful
blooms it brightened up the fair. All traders and florist certainly noticed
this and they were very enthusiastic about the novelties shown by
Fides during this major trade fair. In other words: Fides’ presentation in
Moscow was an eye catching one! ■
Go green!
Tough, fast, striking… just a few
words that define Country, the
most beautiful dark green santini all year round. This pompon
Chrysanthemum with its unique
green colour has a strong stem
and a long vase life. With its perfect flower performance and long
life, Country is a welcome addition
to any bouquet. For assisting you
in emphasizing its green power
through the entire chain you will
find special stick-in labels in every
bunch. Scanning the code will take
you to the special promotional
website. By stating your interest
in the product and leaving your
contact details you will qualify
for beautiful green prizes! Come
on, admit it… this santini has real
‘green attitude’! ■
09
growing tips cut chrysanthemum
Chrysanthemums
all through winter
The time has come for businesses to determine their strategy for the coming winter months.
In general, plant density will become less and one may choose to provide more long days.
Choices that basically ensure that any problems regarding branch weight and delays in cultivation are limited.
Peter Laurman, crop advisor
Over the last few years, we have
seen crops generally grow increasingly faster en stronger. This is
partly due to the fact that modern
businesses achieve higher illumination levels. The experience
teaches us that even there, it is
necessary to fully illuminate during
the winter months. Being too careful with light often results in disappointing branch weights.
It also becomes a necessity to be
very precise with blackout; twelve
hours of blackout being no exception. Of course, you do need to
bear your light levels in mind. In
10
greenhouses with high light levels
(10,000 lux and over), blackout
times are generally longer. By
examining the buds you are able
to assess whether growth has
“Over the last few
years, we have seen
crops generally grow
increasingly faster
and stronger.”
reached the desired stage. This
shows you whether you have to
blackout for a shorter or a longer
is important to be extra alert on
these in order to get out of the
winter period clean with a unconAlso take the humidity deficit into taminated greenhouse. By monitoring this carefully, you provide
account. If the relative humidity
runs too high, to for example 95%, nature with the best possible
this may lead to slower and uneven chance of success in spring.
bud formation. Besides, there is
Also discuss these matters with
also a higher risk of fungal diseases. By ventilating, you can avoid your crop advisor, as he or she
condensation of the glass, which is knows more about the autumn
caused by a lower outside temper- and winter cultivation (of comparable varieties) in other busiature in autumn and winter.
nesses. Each business is different
as regards cultivation, strategy and
Once again, the pressure of
accommodation. ■
thrips and red spider mite was
high during the last summer. It
period. Of course, this depends on
the variety you are growing.
P
kalanchoe cultivation tips
Potplant
From hot days
to cool nights
Around mid September, the natural Short Day period has started for
Kalanchoe. At the same time, this also
means that during vegetative growth
in the long day period illumination has
to be activated. These days, the weather
can be quite decent, even late in the
year and this warmth means that the
ventilation windows can remain a little
open. However, this may cause insects
and in particular butterflies to fly into
the greenhouse. In the same period, the
nights are becoming increasingly colder:
winter is on its way. In other words:
there is an interesting growing period
on its way.
Ike Vlielander, breeder
have indeed disappeared from the greenhouse.
Be sure to look out for Duponchelia, thrips and
aphids. They can hide all through the autumn
and winter period and strike again in the early
spring. Therefore, ensure proper scouting. Over
the last few years, it proved that nice autumn
weather until late October may result in aphids
flying longer. A topical problem is the pressure from thrips, which occurs in many crops.
Therefore, be alert and if necessary check the
catch plates more often. After all, thrips also
carries other problems such as viral diseases
and INSV.
“Fluctuating atmospheric
humidity means more
chance of fungi.”
During the autumn, the atmospheric humidity in greenhouses fluctuates enormously.
Especially during an Indian summer, the differAs said above, start by illuminating under Short ence can be between 40 to over 90%. These are
Day conditions. In the coming period, this type ideal conditions for provoking fungus damage.
Therefore, a stable climate is of the utmost
of long day treatment should not exceed 10
importance. Should any fungus damage occur,
hours per day. Normally, the pressure caused
by insects also slowly reduces this time of year. it is vital to find out which fungus is the culprit. That way, it is possible to choose the most
However, that doesn’t mean these “friends”
effective pest control plan. This in turn will
prevent other problems such as caused by the
wrong pesticides, which could lead to unnecessary damage. Infected plants should be put in
a plastic bag and removed immediately in any
case.
Mildew is another type of fungus and requires
special measures. Apart from atmospheric
humidity, temperature plays a major part.
When fighting mildew, you need to make sure
that the sulphur evaporators function properly.
Make sure these are full and do their job.
Warmer days and cooler nights result in major
fluctuations in atmospheric humidity. As said,
ideal conditions for fungi but also for stretching of the flower stems in Kalanchoe. Therefore,
it remains necessary to regulate growth, timing
(the perfect moment) being crucial. Using
modern products it is possible to correct; you
can simply apply Tilt to the crop. As winter progresses, the use of this does become increasingly more risky because of the lack in light. Ask
your crop advisor for the best course of action.
The best of luck! ■
11
calandiva®
Calandiva® 10 years
Back to the roots
For the last two years, I have worked as an export manager as well as a product marketing manager at Fides. I do not just work with Chrysanthemums but also and especially with
Kalanchoes. A product that has been well-known to the market for many years. However, the
market is soon to change considerably. After everything I have seen today, I can tell you that
Kalanchoes are to become hot news!” (Visiting report Edwin Smit, April 1998).
Edwin Smit, former export and product manager
April 1998 – Together with Ike
Vlielander, who is still the wellknown Kalanchoe breeder at Fides
today, I ended up doing a nostalgic tour of Denmark yesterday. We
talked to our competitor, reminisced with the staff of our agent
Steenbek and their representative
at the time, Svend Aage Jaquet. Our
day was rounded off with a visit to
Kaerby. They were the first major
Danish customer that started to buy
Kalanchoe cuttings ‘from us’. The
next day was spent at the premises
of Tagerups Trådgard, a customer
who discovered something very
special: a Bromo mutant with ‘very
fat buds’. First, it was thought to be
a virus but nothing could have been
further from the truth… The plant
with the fat buds proved to develop
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However, I still had to get that plant
to De Lier. I got into my car and
put the plant amongst a few other
mutants in a tray. From Sweden, I
drove on to Norway. It was a long
trip with that special highly double
flowered plant in the boot. I checked
At Tagerups, the first cuttings had
every day how ‘it’ was doing (I should
been picked already and therefore,
really speak of ‘her’ because 4 years
what I got to see was not the very
first plant but a cutting of that first on she did turn out to be a real Diva).
After about 10 days, I arrived at Ike’s
plant forced into flowering. In any
place and after having pampered
case, vegetative propagation did
not lead to loss of this unique qual- the plant a little, the cross-breeding
started. It was an exciting period:
ity. I quickly phoned Ike. Mutants
this time, I did want to be present to
are found every week but this was
something else! ’’Ike, I am stood here see the first seedlings grow. I kept
calling him on the phone. Ike, are
with a Kalanchoe with 8 times the
they flowering yet? Do you see a peramount of petals! No, it isn’t just
double flowered – it is highly double centage with highly double flowers?
Are they stable? Well, all that proved
flowered! I just counted them, 32
to be the case... And it wasn’t just
petals!!’’
very special blooms when it started
flowering. No less than 32 petals per
flower! What? Oh yes! Exactly 32. In
other words, 8 times the amount of
‘normal’ Kalanchoes.
www.calandiva.com
any percentage; fifty percent of the
offspring was highly double flowered. It could be the start of a true
success story!
May 2012 – The visit as described
above took place 14 years ago and
it left a lasting impression. Not just
for me. No matter where I am in
the world, I always take a quick look
in flower shops just to see if they
are there. And yes, I do think that
we have reached the point where
there are no flower shops left in the
world where you DON’T find them.
Incredible!
Calandiva® started as the only series
in the market of its kind but by now,
it has been joined by new series produced by fellow Kalanchoe breeders.
calandiva® 10 years
These days, the international
decorative (highly double flowered)
Kalanchoe market is larger than the
market for the original Kalanchoe
with just 4 petals. The image of the
Kalanchoe as a product, the way consumers perceive it, absolutely everything has changed since that one
day in 1998. The name ‘Calandiva®’
has proved to be an appropriate
choice. After the nineties, when the
image of Kalanchoe was under pressure, this plant has become a true
‘Diva’ once again! ■
Edwin Smit today
Edwin Smit worked at Fides from
1994 until 2000. After this, he became
self-employed. Two years on, he
moved to Costa Rica, where he took
care of a large part of the distribution of Koppert Biological Systems
products in Central America. In 2006,
he started the Ideavelop company
(www.ideavelop.biz): an enterprise that builds bridges between
businesses in the Netherlands and
Central America that are active in
the horticultural industry. He also
owns tour operator Edventure (www.
edventure.biz). Edwin is also chairman of the POCHO foundation, the
Costa Rican sister of popular Dutch
company Alpe d’HuZes. POCHO was
organized on the 25th of February
this year for the first time and
intends to found an inn for Costa
Rican cancer patients. Next year,
he has planned to climbs the Poas
mountain 8 times (‘ocho’ means
‘eight’ in Spanish). More information
on www.po-8.org or [email protected].
50th variety a fact!
In 10 years of Calandiva®,
time hasn’t stood still and
there have been substantial developments in the
decorative Kalanchoe segment. From four colours
at the introduction to
SUPPLEMENTARY colours
today. Moreover, after the
introduction of 4 varieties in 2002, no less than
the 50th variety will be
introduced this year! This
milestone will not pass
unnoticed and will also
kick off further innovations
in decorative Kalanchoe
and Calandiva®. We are
preparing many beautiful,
new, special and different
types, which will be actively
introduced to growers and
tested in the coming year.
On to 100 varieties!
Carolien van der Goes,
product manager
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B
pot chrysanthemum novelty
Bedding Plants
Pink, nothing but pink
During this year’s Fides Flower Festival, you
were given a good impression of Fides pot
Chrysanthemum. By now, the assortment
includes a wide choice of flower types and
colours. And that is by no means all! New to
the assortment is Rainbow Twist.
Carolien van der Goes, product manager
This is a bicolour Chrysanthemum with a truly special
twist! It has an especially beautiful plant shape and
matches the current Fides range to a tee in growth
and 6.5 week response time. Its wonderful dark pink
blooms with ray flowers that have contrasting white
edges make this a splendid choice for occasions such
as Valentine’s Day and Mother’s Day.
Should you be interested in this variety,
please contact your crop advisor.
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bedding plant market
Exuberant Burgundy
enjoyment
Elegant, warm, splendid: just
a few words that characterize the newest Fides pelargonium introduction. Dancing
Idols® Burgundy is the ultimate trailing pelargonium in
a deep wine red colour that
pales all other varieties on the
market into insignificance!
Marieke Koppens, product
manager
This latest Idol wasn’t just
selected for its special colour but
also for its colourfastness during
the flowering period. It is an ideal
choice for combining with other
colours from this series both as
regards to planning as well as cultivation. This plant looks its very
best in a dish or hanging basket.
With its many flower buds and
fresh green leaves, it cuts a striking figure in the garden and on
the balcony! ■
The Geranium season
starts right now!
During the coming FloraHolland Trade
Fair, Fides will show various geranium
types in its own very special stand
(number …) on behalf of the Idols®
growers. The series will be shown here
in an eye-catching manner to mainly
retailers and wholesalers. They are
already exploring the possibilities for
next year’s assortment.
Paul Ammerlaan, communication
officer
Nicole van der Voort, Product Manager seasonal products about Fides’ presence at the
trade fair: “With this stand, we represent all
growers that produce the different Idols® varieties. In doing so, we connect the traders that
visit the show and these growers." We will
draw particular attention to the brand name
Idols®. “Because the number of varieties in
this series is becoming increasing larger, we
deliberately chose this podium for presenting
this assortment. The Idols® series is a range of
quality products that combine fast uniform
growth and a broad range of colours. We wish
to emphasize these aspects for the target
groups as mentioned.
Fides offers a broad range of geraniums, with
something for everyone in different sizes and
types. The assortment comprises the zonal
pelargoniums series Pop Idols®, Master Idols®
and Summer Idols®, peltatums Dancing Idols®
and Grand Idols®, as well as the two interspecific pelargoniums Mambo and Belcanto. . ■
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