A world of industry ideas at the Keukenhof
Transcription
A world of industry ideas at the Keukenhof
l a i ‘Concordia res parvae crescunt’ c e p S KeukenhofSpecial2010•www.floracultureinternational.com The business magazine for floriculture worldwide A world of industry ideas at the Keukenhof DAFFODILS Growers showcase latest varieties 14 CARNATION Dianthus diehards on show 32 Kapiteyn www.captaincalla.nl FLORIGENE Moonaqua TM FLORIGENE Moonlite TM FLORIGENE Moonshadow TM Captain in Calla If you like this colour please contact us… www.florigene.com ED GROOT • Email: [email protected] • Mobile: (+31) 6 513 45597 Kapiteyn Breezand-Holland Phone: +31 223-521841 www.kapiteyn.nl CORY SANCHEZ • Email: [email protected] Phone: (+1) 954 874 1647 • Mobile: (+1) 305 333 4466 The worldwide market leader in lily breeding Gebr. Vletter & Den Haan | Oegstgeesterweg 202A | 2231 BD Rijnsburg | The Netherlands | T. +31 (0)71 4081471 | F. +31 (0)71 4081463 | E. [email protected] Preface From Russia with Love is the challenging theme for Keukenhof 2010. With this theme the international flower exhibition in Lisse refers to a “massive, magnificent and mysterious country’. Russia is also an exceptional country with an exceptional past. Keukenhof 2010 will highlight different aspects of Russian society: at the world’s most famous Spring Garden visitors will be able to see a spectacular flower mosaic of the famous Saint Basil’s Cathedral in Moscow made of more than 25,0000 flower bulbs, while this year Keukenhof ’s mini zoo will be home to typical Russian animals. Furthermore events will be organized with a Russian theme and a special Russian garden including the inevitable dacha and matryoshka dolls will be designed. In recent years, Keukenhof has based its events on a particular theme. China, and in particular Beijing, was the theme in the Olympic year of 2008 and last year the chosen theme was ‘USA, New Amsterdam - New York, 400 years’, drawing attention to the fact that four centuries ago Henry Hudson sailed up the river later named after him, laying the foundation for what is now New York. The commemorations of the birthdays of Dutch Master Rembrandt van Rijn and the Swedish biologist Carolus Linnaeus also inspired Keukenhof. Keukenhof closed its sixtieth edition last year with a record number of visitors. The origin of these visitors was perhaps influenced by the worldwide recession: there were more Dutch, Belgian and German visitors and a remarkable number from France and China. In contrast, there was significantly less interest from the UK and the USA. At Keukenhof tulips take centre stage, followed by special summer flowers, and then chrysanthemums. Are roses and gerberas your passion? – or maybe carnations and Hydrangeas? Daffodils? These days they come in more and more varieties, with yellow continuing as the basic colour, but where white, orange, rose red, cognac and shades of green provide ever-richer diversity. Every one of these Keukenhof flower shows is a feast for the eyes. The shows are held in three special flower and plant pavilions: Oranje Nassau, Willem Alexander and Beatrix. Here you will be treated to superb examples of flower arranging, and growers use all their skills and experience to create exhibitions of unsurpassed beauty. The official opening of Keukenhof 2010 is on 18 March, after which it will be open to the public until 16 May. Keukenhof Show Calendar 2010 From 18 March to 16 May Keukenhof presents a permanent floral abundance of unprecedented beauty, in three specially designed pavilions. This year there are about sixteen permanent and varying indoor shows. They promise visitors a genuine ‘spring experience’, with thousands of delightful flowers and colours in classic, contemporary and futuristic arrangements. Thanks to these indoor shows Keukenhof is always attractive: a nine-week long guaranteed sense of spring! The three special flower and plant pavilions, the Oranje Nassau, Willem Alexander, and Beatrix pavilions, are located in different areas of the 32 hectare floral park in Lisse. The royal names reflect the majestic grandeur of the floral splendour. Internationally renowned arrangers present magnificent examples of high quality flower arrangements, working very familiar flowers and plants in surprising new ways. Oranje Nassau Pavilion 19-23 March 25-30 March 1-6 April 8-13 April 15-20 April 22-27 April 29 April-5 May 7-16 May Amaryllis, Fresias and Tulips Chrysanthemums Roses Gerberas Asters, Limonium, Bouvardia, Saintpaulia (African Violet) and Kalanchoe Narcissi, Daffodils and unusual bulbs Alstroemeria, Irises, Lisianthus and Lathyrus Carnations, Cut flower Hydrangeas, Zantedeschia and Summer flowers (Peonies) Beatrix Pavilion 18 March-16 May Orchids, Anthuriums and Bromelias Willem Alexander Pavilion 18-30 March 18 March-27 April 18 March-16 April 18 March-16 May 16 April-16 May 18 March-16 May 6-16 May Hyacinths Tulips, Narcissi and Daffodils Flowering shrubs (Syringa (Lilac), Viburnum, Prunus and Forsythia) Cyclamens, Potted Hydrangeas and Begonias Perennials Flowering bulbs: Iris, Narcissus, Daffodil, Tulip, Lily, Amaryllis, Zantedeschia, etc. Lily Colofon ‘Flower Industry inspired by Keukenhof’ is a special edition of the Keukenhof Spring Gardens and the monthly business magazine FloraCulture International. All rights reserved. No portion of editorial may be reproduced in any form without written permission of the publisher. Publisher is not liable for advertisements using illegally obtained images. Editorial & Administration Offices FloraCulture International B.V. Vondelstraat 162, 1054 GV Amsterdam, the Netherlands T (31) 20 618 2 666 F (31) 20 618 1 333 Editor-in-chief: Ron van der Ploeg ([email protected]) Contributing writers: Anabel Evans Photography: Keukenhof Publisher: FloraCulture International B.V. ([email protected]) Printer: Habo DaCosta Designer: Stadsdrukkerij Amsterdam, Alexis Wrona Advertising Sales Offices Dennis Seriese ([email protected]) Angie Duffree ([email protected]) T. (31) 20 61 82 666 F (31) 20 61 88 333 M (31) 62 21 65 220 Table of Contents March 2010 Keukenhof Special Head to Keukenhof for 8 weeks of Daffodil beauty The most beautiful Freesias in the world Sweet Freesia flower scent will fill the rooms, while long-stemmed flowers with soft blue, virgin white, vivid red and cheery yellow will catch the Keukenhof visitor’s eye. “Participating in the world’s largest Daffodil Show at the Keukenhof offers the grower an excellent opportunity to identify his strong and weak points”, summarizes daffodil breeder and grower Jaap Leenen as the importance of the event which is set to be held from April 22 to 27, 2010. 14 by Ron van der Ploeg The interview Mr. Piet de Vries, managing director of Keukenhof, was asked to unveil the details of the 2010 edition of Keukenhof. by Ron van der Ploeg 06 Dutch tulips remain irresistible Tulips are a topper in the huge seasonal market dominated by the Dutch flower bulb forcers and are a dominant feature of the Keukenhof. by Anabel Evans 09 The world’s largest lily show The Lily Parade is the most important event of the year for the breeders, bulb-producers and many professional flower growers. by Anabel Evans Head to Keukenhof for 6 weeks of Daffodil beauty 10 “Participating in the world’s largest Daffodil Show at the Keukenhof offers the grower an excellent opportunity to identify his strong and weak points”, summarizes daffodil breeder and grower Jaap Leenen as the importance of the event which is set to be held from April 22 to 27, 2010. by Ron van der Ploeg 14 Seeing is buying “The Specialty Flower Bulbs Show showcases bulbous, cormous and tuberous plants of such beauty that it would be a shame if they would remain unknown to a larger audience”, says John Boots. by Ron van der Ploeg 17 by Ron van der Ploeg A powerful way to promote Lisianthus Spectacular Orchids Display From March 18 to May 16, 2010, the Beatrix Pavilion at the Keukenhof becomes the home of a spectacular display of orchids. by Anabel Evans Alstroemeria Show is set to boost sales worldwide 18 21 Awsome Anthuriums From March 18 to May 16, 2010, members of the Dutch Cut Anthurium Association will participate in the Anthurium Indoor Show being held in the Beatrix Pavilion at the Keukenhof. by Anabel Evans 22 A small but beautiful crop Strongly supported by Dutch breeder HilverdaKooij, the Dutch Limonium industry will run a high impact Limonium Show from April 15 to 20, 2010 at Keukenhof. by Ron van der Ploeg Perennial popularity 24 Perennial popularity is on the rise as new varieties, different presentations and inventive marketing continue to inspire consumers. by Anabel Evans With an estimated 80% of Dutch Lisianthus growers participating, Keukenhof’s Lisianthus Show is strongly supported by the sector. by Ron van der Ploeg 29 Rose Show As breeding and propagation have led to stronger and more colourful Alstroemerias, these exotic flowers are becoming more popular every year. The Keukenhof Alstroemeria will take place between April 29 and May 5. by Ron van der Ploeg 26 25 If you want to see the richest possible display of rosy red hues, you must not miss the special rose show that will be held in the Oranje Nassau Pavilion from 1 to 6 April. by Ron van der Ploeg 31 An absolute must see Carnation grower Martin Zwinkels along with former carnation colleagues Rien van Dam and Han Wijnands consider the Keukenhof Carnation Show as one of the best ways of promotion. by Ron van der Ploeg 32 New in Keukenhof New in Keukenhof: the Discovery Tour. Explore the park using modern audio and visual communication aids. Also new in Keukenhof is the fashion exhibition Gone with the Wind taking place between March 18 to May 16 2010. by Ron van der Ploeg Fashionable Chrysanthemums 33 The Keukenhof Chrysanthemum Show helps to give the Chrysanthemum a new image amongst national and international visitors. by Ron van der Ploeg 34 Keukenhof Special 2010 | www.FloraCultureInternational.com 05 The interview Keukenhof has fought off the global economic crisis by attracting 870,000 visitors last year. Finances have been increased by a surge in visitors due to a trend towards a more natural life style with more respect for nature and natural products, and by a trend towards ‘staycations’. “With regards to the weekly visitor numbers, Keukenhof ranks as the Netherlands most visited paidfor attractions”, says Keukenhof’s managing director Piet de Vries. by Ron van der Ploeg ‘If you didn’t visit Keukenhof, you didn’t visit Holland’ S ince the Keukenhof was first opened in March 1949, it has now welcomed 45 million visitors, more than the population of Canada. Dutch tourism authorities say tourist figures have stood up well against the recession, with other attractions including the Anne Frank House, Madam Tusssauds and Madurodam all performing to budget. Most visited tourist attraction in Holland It’s a great moment for FloraCulture International to have this one to one with Keukenhof, Mr De Vries. How is Keukenhof doing? “Very well indeed. Firstly in terms of number of visitors. Keukenhof ranks as one of Holland’s top 20 tourist attractions. Regarding the number of visitors per week we are by far the most visited tourist attraction in Holland. Secondly, according to the latest visitor survey visitors really enjoy the Keukenhof. Of a total sample of 1,000 visitors Keukenhof scored an overall score of 8.7, where the average Dutch tourist attraction gets normally an 8.0. We are doing well and are ready to develop new business opportunities in this park.” In Russian style According to De Vries the 2010 edition of Keukenhof will be particularly exciting with the world famous Spring Garden celebrating its 61st anniversary in Russian style. “Since a few years we have developed a thematic approach bringing a new key market and our central theme closer together. This generates lots of free publicity. In 2008 we focused on the Scandinavian market by putting Linnaeus in the spotlight. The year after the theme was China and the Olympic games and 2009 marked the fourth centenary of the historic relationship between the Netherlands and the US, so the US and New York’s founder Henry Hudson were chosen as the theme. This year we put our focus on Russia with ‘From Russia with Love’, a more general theme which is not linked to specific people. Literally it refers to the James Bond agent 007 but we don’t like to pay too much attention to this since this Bond movie didn’t really contribute to the positive image of Russia.” In October 2009, His Excellency Mr K.G. Gevorgian, Russian ambassador to the Netherlands, joined forces with Keukenhof to add the final touches to the flower bulb mosaic of St. Basil’s Cathedral. From that moment on approximately seven million flower bulbs were planted in the park. More to discover Initially the priority was on bulb flowers, but at Keukenhof there is more to discover. Aside from the outdoor park, Keukenhof offers no less than 12 indoor flower shows showcasing tulips, orchids, roses, daffodils, mums and all other kind of flowers you could imagine. Each breeder or grower is invited to take part in these exhibitions including a VKC (the permanent judging committee) quality competition. These flower shows address a wide audience, from consumer to industry peers and serve as an important platform for the exchange of ideas and research findings. In the four pavilions breeders, growers and buyers will find not only the most beautiful varieties but also the latest breeding breakthroughs. The Keukenhof Lily Show deserves a special mention with more than 30,000 lilies coming in more than 300 varieties. Not only the world’s largest but also the most interesting show for foreign growers since most lily breeders are located in the Netherlands and participate.” Internationalisation of bulb growing 70% of the Keukenhof visitors come from abroad. As the internationalization of the world-famous Spring Garden progresses, the internationalization of bulb growing progresses at the same pace. China, Chile, New Zealand are new bulb producers. What will be left for the Netherlands? “Much”, replies De Vries, “We reckon Holland has the right climate and a long tradition in bulb growing. Dutch bulb growing is not all about competition. The key question for all entrepreneurs together is how we can market our flower bulbs all over the world. There are so many people left who still don’t plant bulbs in their garden. Not because they are not interested in it but just because they are too far away from Holland or the local weather conditions are not suitable. But the world market for flower bulbs is so big that there will be plenty left for Holland.“ In the meantime the number of bulb growers has decreased by 40% since 1990, “But the total production area has remained more or less the same. Furthermore, there is less spacing between the bulbs so the production per square meter increased”, ensures De Vries. Piet de Vries’ finest hour welcoming the Swedish crown princess Victoria at the Keukenhof. Huge promotion Bulb growers supply each year 7 million bulbs for free. In return they will be assigned a big stand at Keukenhof and they can invite their customers for free. The larger the exporter the bigger the stand? “Well, in 1949 some leading bulb growers, buyers and the Mayor of Lisse came to an agreement with the landlord, the Duke Van Linden, and started with the first edition of Keukenhof, covering the same area of land as today’s exhibition: 32 ha. At that time each grower had his own stand and planted the bulbs by himself. Today, things are slightly different although the grower still occupies his own stand. In the February of the year preceding the exhibition we ask the grower what kind of varieties he wishes to display next season. So, last month we have listed all varieties for the 2011 season. Next, our own landscaper will send a design to the grower. Somewhere in June he normally agrees, delivering the bulbs in September. Showcasing your products at Keukenhof is a huge promotion, the website of the participating companies is linked with the Keukenhof site, providing all the necessary information on displayed varieties and contact details”, comments De Vries. The importance of the Holland brand The present day flower industry is a dynamic, fast growing and >>> Keukenhof Special 2010 | www.FloraCultureInternational.com 07 The interview above all global industry. Isn’t it about time to open Keukenhof to imported flowers? “Keukenhof is the showcase of the Dutch flower and flower bulb industry. Talking about the Dutch flower industry we should realize that a large part of flowers are grown by Dutch flower growers running greenhouse operations in important production countries like Kenya, Ethiopia or Ecuador. It is true that the VKC has embarked on a new course of action increasing its role outside its national boundaries. But I repeat that we are the showcase of the Dutch flower industry although, we are completely independent in that the Keukenhof is not co-owned by the growers. So, we are able to open our doors for foreign products. But here again a big part of Keukenhof’s success depends on the Holland brand including windmills, clogs and tulips. So we focus on Dutch flow- ers, but there is no reason to say this will go on forever.” In practice it is rather difficult to convince flower growers to exhibit at Keukenhof, despite the offered benefits. “It depends. For the bulb industry there is a waiting list, but it is not easy to get the flower growers here due to a lack of personnel and a traditional business vision focused on production of harvested stems. While really they should also be thinking in terms of marketing.” What is the one thing that you hope visitor’s of Keukenhof go home with in terms of their experience at the event? “That Keukenhof has encouraged them to plant flower bulbs in their own garden and to buy more fresh cut flowers. Also we hope that they really enjoyed the event. Then they will act like true Keukenhof ambassadors stating that if you didn’t visit Keukenhof you didn’t visit Holland.“ ||| Specializes in: Flower bulbs; programmed, pre-packed or in bulk Ornamental Plants, Rosebushes & Perennials Handling & cross docking. We invite you to send us your inquiries on which we shall reply with our best quotations. Floral Dispatch B.V. Your Partner! Mailing address: Postbox 58 2215 ZH Voorhout Office & Warehouse: p/a Achter de Watertoren 11 2182 DV Hillegom Tel: +31 252 231 808 Fax: +31 252 220 819 E-mail: [email protected] site: www.floraldispatch.nl Royal General Bulb Growers’ Association (KAVB) 150 years of promoting floral interests, together with our members! In 1860 the KAVB was founded. The main task at that time was to organize floral exhibitions. Nowadays, the KAVB promotes the national and international interests of its members (bulb growers, forcers, breeders and wholesale companies). An important, international focus of the KAVB is the registration of flower bulb cultivars: • In the bulb trade business it is essential that a cultivar can be identified by its description and its unique name. For this reason the KAVB gathers and registers all cultivars in its databases. • The KAVB is the international cultivar registration authority (ICRA) for most bulbous genera. For the genera Lilium, Narcissus, Dahlia and the large-flowered Gladiolus the KAVB is the national cultivar registration authority (NCRA) for the Netherlands. For more information about our work go to www.kavb.nl Postbus 175 - 2180 AD Hillegom Weeresteinstraat 10a T +31 (0)252 536 950 F +31 (0)252 536 951 E [email protected] | I www.kavb.nl Floral_85x124.indd 1 25-02-2010 14:28:27 KAVB_54x254.indd 1 25-02-2010 14:30:45 Tulips Tulips are a topper in the huge seasonal market dominated by the Dutch flower bulb forcers and are a dominant feature of the Keukenhof with the outdoor park area, which covers 32 ha, revealing a superb showcase of 4.5 million tulips in 100 varieties. Additionally, among the no less than 12 indoor flower shows, tulips will be a definite eye-catcher inside the Willem Alexander Pavilion from 18 March to 27 April 2010. by Anabel Evans Dutch tulips remain irresistible T he tulip is seen as one of the Netherland’s pre-eminent national symbols and it is, therefore, not a surprise that the indoor show of tulips during the Keukenhof receives a lot of attention from visitors. VKC Trials The members of last year’s jury, representing the VKC Permanent Judging Committee, were confronted with almost 70 candidates in the cut tulip category. The third prize was taken by the red ‘Ile de France’ from B&L Tulips, described to be a nicely coloured tulip with a heavy flower quality positioned beautifully at the top of the stem. Second and first place went to Th.C. Hoogenboom & Zn for the large flowered, cream-yellow ‘Cheers’ and the dark red ‘Pallada’, respectively. Over the latter, the jury spoke of a excellent leaf quality, which is in perfect balance with the flowers, and an overall high level of uniformity across the presented tulips. Quality Quality and uniformity is a key objective of the Dutch tulip forcers, who have not hesitated to apply high-technology and the economies of scale to produce high quality flowers at a low cost-price, the majority of which are now exported to Western European and Scandinavian markets. The President of the Royal General Bulbgrowers Association (KAVB), Sjaak Langeslag, says, “There are forcers who grow 75 to 80 million tulip flowers each year, mainly from their own bulb production. And while the price forming for cut tulips in recent years has slowed down the rapid increase in production apparent in early 2007, the Dutch flower bulb forcing industry remains in a position of slight growth.” Commenting on the price expectations for this season, Langeslag says, “Tulip prices have been up and down this season with some weeks better than others. In general, and similar to other cut flowers, we are seeing that former high market prices have disappeared; in fact, looking over a longer time period there is a general downward trend in average price.” Enthusiastic second time exhibitor One of this year’s participants at the Keukenhof tulip show, Siem Mun- ster, confirms that prices have been variable this season with the run up to Valentine’s Day seeing an improvement in demand and therefore price forming. His nursery, Kwekerij Siem Munster, has proven its success in growing tulips, delivering around 8 million tulips each year. Next to the tulips the nursery offers tulip excursions to foreign visitors and grows flower bulbs on the field, around 20 ha. Siem says, “We use part of these bulbs to produce tulips in our own greenhouses, the other part we sell all around the world.” Siem participated in the Keukenhof for the first time in 2009 and, in 2010, will be again presenting up to 15 varieties from a wide selection of single flowered, double flowered and parrot tulips grown in the nursery. He says, “Every year we carefully make a selection of different colours, so we can make a good offer for all of our customers. Widely known cultivars as Abba, Viking, Monte Carlo, Prinses Irene, Winterberg and Purple Prince can be chosen, or newer cultivars like Sunny Prince, Candy Prince, Strong Gold and Escape. We also produce more exclusive cultivars as Lucky Parrot and Bright Parrot.” Three of his other favourites, which he believes have a strong appeal during the celebrations around the International Women’s Day on March 8, are Super Parrot, Top Parrot and Dynasty. He ends, “Our first year at the Keukenhof resulted in a positive experience with a very international audience and our main goal was definitely achieved; namely, a higher degree of name recognition for Munster Flowers in the market and a higher number of visits to our websites (www.munsterflowers.nl and www.tulipexcursion.com).” ||| Keukenhof Special 2010 | www.FloraCultureInternational.com 09 Lily The Keukenhof Lily Parade (6th -16 th May 2010) is the most important event of the year for the breeders, bulb-producers and many professional flower growers. It is a special event where the lily sector comes together to show its latest introductions and share experiences in an inspirational and attractive environment. Many foreign growers are present, taking the opportunity to meet the breeders and their bulb-suppliers. by Anabel Evans World’s Largest Lily Show L ast year the VKC Permanent Judging Committee was full of praise over the 14 exhibiting companies, which included the worldwide market leader in the field of lily breeding, Gebr. Vletter & Den Haan. Together with the stand of Royal van Zanten Flowerbulbs, Vletter & Den Haan received close to the highest number of points from the VKC jury for their showcase of top quality lilies in a wide assortment. Another company, the Lily Company was praised for its unusual and unique assortment of historic lilies. The trend of recent years at the Lily Parade to have a lower number of new varieties in the asiatics group is seen as a consequence of the introduction of the LA-hybrids. Compared to the more than a hundred new varieties judged by the VKC in earlier years, from among the seven candidates in 2009 the orange ‘Caluroso’ from De Jong Lelies received the VKC Award for Best Asiatic, noted in particular for its shape and beautiful, bright coloured flowers. In the orientals, the white ‘Signum’ from Royal van Zanten catched the eye of many show-goer, while in the longiflorum group, ‘White Heaven’ from Mak Breeding is seen as the most important market leader with other varieties having so good as disappeared. Breeding breakthroughs in the LAhybrids concentrate on the creation of varieties with less coarse leaves and a good balance between flowers and leaves. Vletter & Den Haan were commended in last year’s jury rounds by the VKC for developments in this group, and had their name against the top three varieties. The white ‘Richmond’ received the final Award with close runner up being the orange variety ‘Hyde Park’. Similar to Vletter & Den Haan in the LA-hybrids, Mak Breeding was highly praised for its OT-hybrids. In the LO-hybrid group, where breeders are also highly concentrated on new developments, the jury chose ‘White Triumph’ from Royal Van Zanten Flowerbulbs as the winner for the second year in a row. The Keukenhof Lily Show is an event where the lily sector comes together to show its latest introductions. 10 www.FloraCultureInternational.com | Keukenhof Special 2010 High level again in 2010 In 2010 visitors can expect the same high level of lily presentations with the 14 companies again participating in the Lily Parade. In the weeks before the event FCI asked Nico Vletter about the current market situation and their own breeding developments. “After the worst year ever for the bulb trade in 2009 and a subsequent reduction in the hectarage of lily bulb production, at the end of last year we saw an improvement in the price forming, which is directly related to the higher demand for bulbs in the coming season – in particular from Asia and South America. Meanwhile, the price forming for the cut flowers in Europe remains under pressure. This makes it increasingly difficult for the flower growers – facing the predicament of sourcing (expensive) bulbs while the price for cut lilies can only be described as “cheap”.” Vletter & Den Haan started importing new lily varieties and crossings (hybrid material) from the United States at the end of the 1960s. These were used for forcing (production) and it was some time later, Nico Vletter explains, that they began selecting, breeding and multiplying lilies themselves. The four main groups making up the market for lilies are orientals, asiatics, longiflorums and the crossings between the longiflorums and asiatics (LA and OT hybrids). The latter group is a prominent field of development for Vletter & Den Haan. Nico summarises the key characteristics of the individual groups: “Oriental hybrids have either pink/purple or white flowers, or are bicoloured. The asiatics are frequently yellow or orange. Longiflorums are generally ‘Nashville’ ‘Eremo’ ‘Burlesca’ Unique flowering trial white in colour and are renowned for their long, classical cup-shape. LA-hybrids are mostly apricot or salmon-coloured. The light scented OT-hybrids are a crossing between the orientals and trumpet lilies.” “Our most important activities involve the multiplication, selection and breeding of lilies along with the multiplication and sales of lily bulbs.” In the field of breeding, Nico emphasises that quality is the main priority. He says, “In the selection programs our intuition relating to grandeur, when we talk about lilies, results in the creation of splendid, intensively coloured lilies, which with their pleasant scent, ensure an irresistible pleasure. Life at its best!” Gebr. Vletter & Den Haan is not only busy with breeding within the main groups, they also combine the powerful characteristics of the different groups. Crossings made in a careful manner across groups target improvements or supplements to the current assortment. “We use the newest techniques in breeding and biotechnological areas for this,” says Nico. Together with their rich genetic pool, the company thus has sufficient possibilities to regularly provide the market with new varieties. The breeding process not only seeks to unveil new forms and striking colours, but there is also a lot of attention directed towards disease resistance, productivity, multipleuse potential and long shelf life. Following on from the VKC Awards received in 2009, Nico has similar high hopes for several of their newest varieties during the VKC judging this year. He mentions, for example, the LA-hybrids ‘Nashville’ and ‘Eremo’ with their yellow and orange flowers, respectively. Among the orientals his enthusiasm points towards the soft pink ‘Burlesca’. The new varieties are always first tested in-house in cooperation with a number of prominent bulb and flower growers in the Netherlands but also Italy, France, Japan and the USA. Their own production is currently based in the Netherlands and Chile. Further, more than 300 bulb growers in the Netherlands and foreign countries are growing the company’s lilies under license. ||| Onings Holland is a renowned exporter of bulbs and tubers. The Onings family business was established over 60 years ago and enjoys a strong reputation for quality and reliability. Besides being a top supplier of lily bulbs, Onings Holland is also a valued supplier of other bulbs and tubers such as tulips, irises, freesias, hyacinths, gladioli and a wide range of miscellaneous bulbs for both growers as well as dry sale purposes. The company sources the bulbs and tubers from carefully selected growers from around the world. Before the product finds its way to customers in over 50 countries, the bulbs are strictly inspected at the facilities in Poeldijk. Additionally, from all lot numbers that lily bulb growers deliver to Onings, 30 bulbs are selected and planted in the testing greenhouse. Hans Onings says, “For more than eight years now we have organized Open Days for our clients from the Netherlands and abroad to allow them to see this flowering trial in our test greenhouse located in Poeldijk. With more than 3,000 lot numbers in all possible bulb sizes of over 500 different varieties, the Open Days from 6 to 16 May present the industry with the world’s biggest collection of flowering lilies.” Hans adds, “The annual Bulb-in-Bloom Days at the Onings testing greenhouse have long been a highlight for bulb growers, flower growers, exporters and flower traders to judge and compare all available lots and varieties (listed by growing location and harvest date) in one complete planting. We see the number of Dutch and foreign guests increase each year. Growth and flowering performance of each lot number is monitored and recorded in a detailed test report. The results are freely available from our website: www.onings.com. Inside the testing greenhouses we also make sections available for breeders to show their newer varieties.” The Open Days are timed to coincide with the Keukenhof Lily Show where Onings Holland will also be present with a wide assortment of lilies, which are available to the trade, including the newest varieties. Keukenhof Special 2010 | www.FloraCultureInternational.com 11 Daffodil “Participating in the world’s largest Daffodil Show at the Keukenhof offers the grower an excellent opportunity to identify his strong and weak points”, summarizes Daffodil breeder and grower Jaap Leenen as the importance of the event which is set to be held from April 22 to 27, 2010. Jaap Leenen runs together with his sons Jaco and Dirk a Daffodil breeding and production company in Sassenheim, the Netherlands. by Ron van der Ploeg 14 A kid in a candy store T he forerunner of today’s official Daffodil Show first appeared in the 70s in Hillegom at the weekly flower bulb performance trials with the brothers Leenen and the company Lemmers putting up a modest Daffodil Showcase. This show was not immediately recognized by the bulb industry as it received little response from the exporters. Then, in 1980 Keukenhof director Henk Koster invited daffodil grower Jaap Leenen to set up a daffodil stand in Keukenhof’s hothouse. Jaap’s wife Truce contributed largely to the success of www.FloraCultureInternational.com | Keukenhof Special 2010 this show by realizing revolutionary daffodil arrangements. Following the Leenen’s success, Keukenhof inaugurated in 1983 the first edition of Keukenhof’s Daffodil Show which at that time still carried the name of Daffodil Parade. “The deal was simple, Keukenhof paid for the flower arrangers, while we daffodil growers had to look for participants. That’s how we started with four growers from the province of South Holland and four growers from the province of North Holland. The show, being held in the Queen Juliana Pavilion, immediately reported a massive success. In the second year the event was held during the weekend of the region’s annual flower parade attracting a record number of visitors. Sadly enough it was extremely hot on those days and all the flowers completely wilted. So, in 1985 the Dutch daffodil growers were the first to exhibit in the brand new Beatrix Pavilion”, recalls Jaap Leenen, one of the driving forces behind the Keukenhof Daffodil Show. Growing international reputation Today, the Keukenhof Daffodil Show has an established and growing international reputation, bringing together industry professionals from all over the world. “Every two years the World Daffodil Convention is being held somewhere in the world. In 2008 the Netherlands hosted the event making members of the international daffodil societies more acquainted with the Dutch daffodil industry. It was good to experience how some misconceptions about the Dutch daffodil growers, which wrongly are believed to pursue only quick mass production and sales to the detriment of quality, were replaced by a more realistic view and a tremendous overall appreciation.” An unique showcase Eighteen growers of the in total 400 Dutch daffodil growers participate in the Keukenhof Daffodil Show and although the participants only represents 4.5% of all growers, the Left to right: Jaco, Jaap and Dirk Leenen. show perfectly reflects the current developments in breeding and marketing concepts. And although it is pretty common for people to think that daffodils are always yellow, the show will feature a wide array of colours and shapes ranging from the well-known trumpet daffodils, large cupped daffodils, smallcupped varieties and double cultivars. “We do know that Keukenhof is an unique showcase attracting more than 700,000 visitors, nevertheless we merely exhibit for our 25 customers: Dutch bulb exporting companies supplying mail order companies and garden centres all over the world. Exports account for up to 90% of our business with Japan having a 25% market share, followed by the US with 50% and Europe 25%. Regarding the domestic market we mainly sell to municipal park departments using our daffodil bulbs for landscaping purposes”, says Leenen. Trial garden According to the 63-year old Leenen, show participants are offered an unique opportunity to discover their strong and weak points. “It’s very useful in terms of developing a business strategy. Established in 1954, W. F Leenen & Zn, has been active in different market segments. We too have been growing and trading retail cultivars like ‘Tête à Tête’ and ‘Bridal Crown’, On Friday February19 old internationals Arnold Mühren and Pier Tol christened Leenen’s new daffodil ‘Volendam’ at the centre spot on the pitch of the Volendam stadium. but some years ago we decided to grow only our own, protected varieties. Dating from 1850, our daffodil collection is one of the oldest in Holland. Today we focus on specialty varieties: coloured trumpet and double flowered daffodils, and the group of green flowered Narcissus viridiflora. I have to say, in all modesty, that we’re currently one of the world’s trend setting companies for daffodils: big firms in Japan and the US are preparing their offering lists and catalogues based on our new assortment.” Leenen has no idea what proportion of their annual sales are likely to be generated at the Keukenhof Daffodil Show. “We consider it our trial garden”, says Leenen, “a very photogenic garden, because during and right after the show the bulb export companies receive plenty of pictures from their customers asking if they can supply this or that special variety. Thanks to the Daffodil Show we can also achieve dramatic rises in our website’s traffic. When asked about the disillusion of a Keukenhof visitor when discovering that the displayed daffodils are not for sale at Keukenhof, Leenen concludes, “Our goal is to provide as much entertainment as possible. Some daffodil show goers at Keukenhof feel like a child in a candy shop. But some candies will simply never be for sale and are just meant to raise the consumer’s appetite.” ||| Keukenhof Special 2010 | www.FloraCultureInternational.com 15 WHOLESALE - NURSERY - IMPORT - EXPORT Leidsestraat 100 Ma c2 2182 DR Hillegom (Holland) Telephone +31 (0)252 516 541 Fax +31 (0)252 520 940 Internet: www.csweijers.nl E-mail: [email protected] [email protected] FLOWERBULB SPECIALISTS SINCE 1926 25-02-2010 14:37:02 12-2-10 8:49 PhotoCredit:www.visionspictures.com Weijers_178x124.indd 1 Advertentie FloraCulture.indd 1 The most picturesque Daffodils and Sonatini’s in the world! Leenen_178x124.indd 1 25-02-2010 14:32:14 Specialty Flower Bulbs “Running through the Keukenhof’s most busiest Flower Parade weekend , the Specialty Flower Bulbs Show showcases bulbous, cormous and tuberous plants of such beauty that it would be a shame if they would remain unknown to a larger audience”, says managing director John Boots of bulb wholesaler C.S Weijers & Zonen B.V. headquartered in Hillegom, the Netherlands. by Ron van der Ploeg Seeing is buying C .S. Weijers & Zonen B.V. began breeding and producing Dahlias in 1926. Since that time the company has evolved into the Netherlands premier wholesale supplier of speciality bulbs to the high profile bulb export business. “My definition of specialty bulbs are all flower bulbs, except Hyacinthus, Narcissus and Tulipa, says Boots, “Specialty bulbs comprise a wide array of extravagant species like Muscari, Corydalis, Iris reticulata, Leucojeum and Crocus. They are not only different in the way they look but also how and when they bloom. One good example would be Galanthus, more commonly known as snowdrops, which start to flower in February while the bluish Camassia unveils its blooms only in the late Spring when most tulips have wilted.” Two distinct audiences The Specialty Flower Bulb event at Keukenhof addresses two distinct audiences. Cees van Roon, sales manager C. S Weijers, says, “Here you have the general public looking for the lavish flower arrangements and beautiful blooms and on the other hand industry professionals much more focused on shelf life, sturdy stems, bud presentation and product transportability. This means you’ll always have to make concessions. In 1990 we strengthened our position by joining forces with the Daffodil Show combining the best of both worlds. Daffodils and specialty flower bulbs are a perfect match requiring more or less the same temperature conditions.” Cees van Roon (left) and John Boots. the forcing of the bulbs to the Zwaagdijk bulb research centre”, explains John Boots. “Some crops like Galanthus and Crocus are quite difficult to force into bloom at the right moment. So we prefer to leave this to the Zwaagdijk specialists. Two days before the show all plants are brought to our premises in Hillegom. “We transplant them into another pot and water them. Then they are stored in the cooler overnight. Once conditioned, the blooms will be stronger, stiffer, and better able to withstand the stresses of arranging.” For many years arranging the flowers was the job of Dutch flower arranger Truus van Lierop who, due to some health problems, will hand over the arranger’s baton to Heleen Valstar this year. ||| For further information look on their website: www.csweijers.nl No small job In nature, specialty bulbs bloom at different times. A successful flower show requires that all parties involved communicate and work according to a shared time line. Around 10,000 bulbs have to be forced to bloom indoors. This is no small job. “We have outsourced Keukenhof Special 2010 | www.FloraCultureInternational.com 17 Orchids From March 18 to May 16, 2010, the Beatrix Pavilion at the Keukenhof becomes the home of a spectacular display of orchids. More than 40 Dutch orchid growers use this indoor show to present the visiting audience with a couple of hundred of the best cultivars in the sector’s assortment. by Anabel Evans Spectacular Orchids Display T he Association of Dutch Orchid Producers (KNOP) work closely with the Keukenhof to create a spectacular display of orchids in the Beatrix Pavilion. KNOP coordinates with the many participating orchid growers to ensure that the Beatrix Pavilion’s orchid decorations are continually renewed with in total three refreshing moments for the flower displays and two for the potted orchids. The Keukenhof, on its part, makes the building and décor available, along with a number of dedicated flower arrangers. The end result is one of the most attractive shows at the Keukenhof, whose showcase of a wide range of orchids is always a point of amazement to the attending public. The Netherlands is Europe’s leading producer of pot orchids, a product which has long been seen as an exclusive product for privileged florists and garden centres, but Phalaenopsis Amadeus 18 www.FloraCultureInternational.com | Keukenhof Special 2010 more recently has seen sales expand into DIY and retail stores and even at gas stations. The grower suppliers of pot orchids have reacted to the product’s market popularity with auction statistics indicating a more than 135% increase in volume over the last five years and a 172% growth in orchid turnover: Expectations for further increases in production continue into 2010. Numerous categories Visitors to the Keukenhof can expect to see a leading array of orchid varieties from this famous Dutch orchid sector, from pot Cymbidiums including large and small flowered assortments, to Dendrobiums, Onidium/Odontoglossum, Paphiopedilum, Vanda, Mitonia and other hybrids, Phalaenopsis and Phalaenopsis Multiflora. Apart from these different orchid categories, which are each carefully judged by the VKC Permanent Judging Committee, all the individual winners go forward to compete for the top prize – The Keukenhof Orchid 2010. In 2009 the winner was Cymbidium Candy from Sanfiero, whose many flowering stems became increasingly impressive during the Keukenhof period, according to the VKC jury. The close runner up was Vanda Exotic Purple from Anco Orchideeën, noted for its highly appealing flower colour. With a résumé of the individual category highlights from 2009, we can begin to imagine the spectacular showcase of orchids awaiting to inspire all the 2010 visitors: •Theo Ammerlaan Orchideeën won the award for large flowered Cymbidium with his favourite, deep red ‘Ferr-Ari’. From among ten candidates of mixed, large flowered Cymbidiums, where the individual presentations contain four stems, each of a different colour, the winner was Arie van Daalen & Zn. The highest honours for the small flowered Cymbidium went to French Mustard from Nursery Leekade. The jury spoke of an unusual and bright green cultivar with flowers positioned nicely around the stem. In the small flowered Cymbidium Mix, Paauwe Orchideeen was the winner of the challenge to present a beautiful mix of distinct colours with stems and flowers of uniform quality. •The Dendrobium Award went to De Hoog Orchideeën for white ‘Apollon’ with its very rich flowering and uniform appearance. •Burrageara Nelly Isler from Geest Orchideeën qualified as the best plant in the Onidium/Odontoglossum category with the colour of the large flowers standing beautifully against the leaves. •Paphiopedilum ‘Delenati’ van P. P. Orchideeën was the outright winner in the remaining hybrid selections in pot. The jury spoke of a superb growing achievement, to grow such a plant in an 8 cm pot; the dark leaves and pink flowers being of perfect quality. Among the orchids displayed as cut flowers Pulcher Potcultures took the prize for the large white flowered cut-Phalaenopsis Kobe, which was commended for the floriferous form and length of the stem. •In the Unusual Creation category using a single stem, the Paphiopedilum-creation of a natural heart shape from PP Orchideeën received the top prize. New Calla Kapiteyn reports success with Calla breeding • From the 30 candidates for the Phalaenopsis pot category the yellow cultivar Piko 108 from Piko Plant was the award winner, scoring high points for the very good balance between flowers, stem and leaves. The colour that in particular caught the jury’s attention was yellow with an orange lip. In the newer category for smaller flowered Phalaenopsis there were 25 candidates, also of excellent quality. The lemon yellow ‘Amadeus’ from Van Der Hoorn Orchideeën received the award, noted for a minimum of three stems, full of flowers. Stands set to inspire For the more than 40 participating orchid growers, who collectively present a couple of hundred varieties, the Keukenhof Orchid Show is not only about the VKC judging. Steef van Adrichem has been an exhibitor at the Keukenhof Orchid Show for 18 years. His company Anco Orchideeën has been growing Vanda orchids, imported from Thailand, since 1998 and is the biggest nursery in the Netherlands. Besides the main breed Vanda Blue Magic, Anco grows a wide variety of Vanda breeds under 25,000 m2 of greenhouse. He says, “We always display more than 20 varieties at the Keukenhof with the stand arrangements primarily aiming to attract the attention of both the general public and the trade visitors to our inspirational Vanda assortment. Our breeding objective is to provide perfect bright colours, large flowers and beautiful stripes or spots; all of which easily grow new branches, especially at the homes of our clients!” ||| Kapiteyn was able once again to present a new Calla variety at the international Horti Fair, held in Amsterdam in 2009. This time the variety presented was ‘Captain Ventura’®, with its beautiful white flowers. It is just one of the many excellent products that has come out of the intensive breeding programme that the company, located in Breezand, the Netherlands, initiated almost twenty years ago. Kapiteyn regularly lives up to its reputation of being ‘Innovators in flowerbulbs’. This is particularly the case with respect to breeding Callas. In addition to being a grower, trader and exporter, breeding bulbs and tubers has become a core activity for the company; it is conducted under the name Kapiteyn Breeding B.V. The breeding process takes time and is very intensive. It has already resulted in a striking number of impressive Calla varieties. These stand out with respect to their flower shape, colour, growing power, high disease resistance and good forcing properties. These Callas are suitable for growing in pots and for producing cut flowers. One of Kapiteyn's first successes was ‘Captain Safari’®. This was followed by a series of other successes, including the ‘Captain Cupido’®, ‘Captain Palermo’®, ‘Captain Promise’®, ‘Captain Reno’® for growing in pots, and the cut flower variants ‘Captain Chelsea’® and ‘Captain Romance’®. The presentation at Horti Fair 2007 of the pot variety ‘Captain Eskimo’® even resulted in Kapiteyn being awarded a prestigious prize by an expert jury. And at Horti Fair 2009, the cut flower variety ‘Captain Ventura’® in particular received high praise. In short, a nice boost for the breeding team that saw their efforts of the last years rewarded. Kapiteyn Breeding is continually expanding its product range with the new Calla varieties being launched onto the market via the Captain Select cooperative growers association. Thanks to its years of experience, Kapiteyn can support its clients in many areas. With respect to growing Callas, the company has its own production facilities where all of its products are first thoroughly treated before being delivered to professional cut flower and pot plant growers. And the Calla Team can always be relied on to supply technical support related to establishing planting and forcing schedules. This makes Kapiteyn a reliable partner both at home and abroad. For more information: www.captaincalla.nl A wide array of Calla’s will be on display during the Keukenhof Calla Show taking place between May 7 to 16 in the Orange Nassau Pavilion at Keukenhof. The presentation of the new Calla variety Captain Ventura® received high praise. Keukenhof Special 2010 | www.FloraCultureInternational.com 19 Freesia Freesia Maxima(al) Maxima(al) ® ® Nowadays you can buy very large and heavy Freesias in various colours. The name under which these Freesias are ® sold is Freesia Maxima(al) . These beautiful and nice smelling Freesias are available year round. This unique and purely Dutch product is cultivated with utmost care and distributed through the flower auctions in the Netherlands. www.freesiamaximaal.com LTO_Groeiservice_178x124.indd 1 25-02-2010 14:33:48 BW_178x124.indd 1 25-02-2010 14:27:15 Alstroemeria As breeding and propagation has led to stronger and more colourful Alstroemerias, these exotic flowers are becoming more popular every year. The Keukenhof Alstroemeria Show, taking place between April 29 and May 5 is set to boost Alstroemeria sales worldwide. Alstroemeria Show is set to boost sales worldwide T housands of international visitors will flock to Lisse for the presentation starting on Thursday April 29 of about seventy vases with more than 50 Alstroemeria varieties, including stunning flower arrangements and 20 cultivars being debuted at the prestigious Keukenhof Alstroemeria show. An relatively unknown assortment by Ron van der Ploeg “The Keukenhof Alstroemeria Show is the annual showcase for breeders and growers to highlight the best they have to offer. Colourful, big budded and exotic, Alstroemeria rank among the most beautiful flowers in the world. And such beauties should be put on view for everyone to see”, says André Vreugdenhil, commercial manager of Dutch Alstroemeria breeder Royal Van Zanten. “The Keukenhof Show serves as a platform to display the wide, but relatively unknown assortment of Alstroemerias to a wide consumer audience. There is also a more commercial aspect in the sense that Keukenhof offers the three leading Alstroemeria breeders, Royal Van Zanten, Konst and HilverdaKooij an unique opportunity to hook up with their customers, the Dutch Alstroemeria growers. The show also attracts quite a lot of exporters who usually do good business with the growers”, knows André. Alstroemeria Award The total area of Alstroemeria production in the Netherlands is estimated at 65 to 70 ha divided over 40 growers of which up to 50% participate in the show. According to André, the growers take part in the VKC quality competition with the Alstroemeria Award for the best vase as the highest recognition to receive. “Breeders compete in the Best Novelty Competition. Last year our company Royal Van Zanten took the Alstroemeria Award with ‘Nadya’, a true red variety with a huge market potential”, says André. Backed by an impressive promotion campaign entitled ‘From Nadya with Love’, prize winner ‘Nadya’ perfectly suits the theme Keukenhof has chosen for 2010; From Russia with Love. André continues, “Actually Russia is a rather important market for Alstroemerias requiring mostly premium quality products. At last year’s trade show Flowers in Moscow, our red ‘Nadya’ was awarded a first prize.” Hundreds of crossings, thousands of seedlings In the past year, Dutch Alstroemeria breeders have realized hundreds of crosses and thousands of seedlings; the main criteria to double check being bud presentation, resistance to disease, heat tolerance, good transportability and production. “It takes an average of 5 to 6 years to develop a new variety. Out of hundreds of selections we finally pick out 7 to 8 new varieties. This ‘new harvest’ will be featured in our new catalogue which normally appears in August. But at Keukenhof visitors from all over the world are already given a preview of the our new selection.” ||| André Vreugdenhil, commercial manager of Royal Van Zanten Keukenhof Special 2010 | www.FloraCultureInternational.com 21 Anthurium From March 18 to May 16, 2010, members of the Dutch Cut Anthurium Association will participate in the Anthurium Indoor Show being held in the Beatrix Pavilion at the Keukenhof. Cees Jan van der Stoep from Flowercity, one of the association’s members, describes the showcase as a very beautiful display of anthuriums, which aims to inspire consumers as to the many different and wonderful ways the anthurium can be used in decorative ornamental displays. by Anabel Evans Awesome Anthuriums A nthurium originally came from the rain forests of Colombia, South America. It was first grown and bred in France and Belgium. Anthurium (from anthos = flower; oura = tail) therefore literally means tail flower. In 1876 the andreanum hybrid was developed and named after the French landscape gardener E.Fr. Andre, who was also the editor of 'Revue Horticulture'. All anthuriums have the typical beaker shaped inflorescence or arum. In recent years there has been an increase in the colour diversity as a result of selection. The long vase life is attributable to the fact that the entire process of flowering and the maturing of the berries takes about 6 months. The trendy anthurium suits many indoor decorating styles, from traditional to contemporary and is very versatile in arrangements. But, the most important reason behind Cees Jan van der Stoep (right) and his son keep a strong faith in the Anthurium. 22 www.FloraCultureInternational.com | Keukenhof Special 2010 the rising popularity of the cut anthurium is the huge upgrading and expansion of the assortment. However, it can take up to ten years before the development of a successful new cultivar is complete. Wide assortment Flowercity is a relative newcomer to anthurium breeding, a venture that was founded on the company’s expertise in both rose and anthurium production. Owner Cees Jan van der Stoep has always been attracted to the anthurium with its luxurious appeal and keeping qualities; he is sure that production and sales worldwide will increase. He says, “Anthuriums fit perfectly within a modern interior, they have an outstanding vase life and nowadays you will find every luxury bouquet has an anthurium.” In recent years the number of anthuriums sold through the Dutch auctions has reached over 80 million stems. As the company name evokes, Flowercity names its new anthuriums after well known cities in the world: ‘Chicago’ and ‘Monaco’ are the promising new cut varieties. Joining these two varieties at the Keukenhof will be a wide assortment of small to large flowered types from a large number of Dutch exhibitors. Names that caught the eyes of the VKC Permanent Judging Committee last year included the small flowered ‘Nexia’ from Fleuranthu (eventual Award winner in the small flower category) and ‘Black Love’ from Nursery Evanty. From among the large flowered types ‘Akapan’ from Gebaro/fa. Baard v.d. Burg, ‘Tropic Night’ from Nursery Da-bro and ‘Spice’ from Nursery Ammalutico competed closely against the first placed white cultivar, ‘Jupiter’, which was presented by Koos v.d. Knaap & Zn. Pots also of super quality The pot anthurium is similarly a product that has attracted more attention in recent years. The family company, RijnPlant, is specialized in the research and development, breeding, production and sales of Anthurium, Bougainvillea and Calathea. The company currently has 3 ha of young plant production, 14 ha of finished plants, its own laboratory for R&D, and more than 400 commercial varieties, which are protected worldwide, and a subsidiary company in China. Product innovations is a key focus and while its origins lie in the development of the pot anthurium market, the cut anthurium category is today seen as an increasingly important market. Rijnplant has participated at the Keukenhof Anthurim Show for many years and sees it as important event in the year to exhibit their newest varieties to trade visitors and raise the enthusiasm among consumers for both their pot- and cut anthuriums. The reactions received after the event in recent years also confirm that with a very international audience attracted to the Keukenhof, their goal to achieve a higher degree of name recognition in the market is achieved. ||| Floral Dispatch B.V Established in 1992, Floral Dispatch B.V. is a medium sized company ranking among Keukenhof’s preferred suppliers. Since 2002. Floral Dispatch occupies a stand in the Keukenhof gardens outside while the company also participates in the indoor Tulip Show Best in bulbs H alfway between Hillegom and Lisse the company found in 2009 a great location for storage and well-oiled logistic activities. Brand new and well equipped premises of 5.000m2 are available for warehousing and cross docking against competitive prices. Deliveries are dispatched from here all over the European continent, both in trucks and in reefer containers with destination the Middle-east, the USA, Japan and China. Waiting time prior to (un) loading for suppliers and export deliveries are very short thanks to the availability of no less then 10 loading docks. Floral Dispatch B.V. is broker/ exporter of; • Flower bulbs for traders in prepacks or in bulk • Rosebushes for traders in prepacks or in bulk • Flower bulbs programmed for forcing by growers • Ornamental plants for outdoor & indoor • Pre-packing for mail-orders and web-shops ||| Many growers produce using environmentally friendly methods but pot Anthurium grower Stolk Plants gives the environment a truly high priority . Stolk Plants was one of the first growers which products meet the standards for MPS-GAP, MPS Socially Qualified, Milieukeur and FFP accreditation. Stolk Plants grow the most exclusive varieties in the very best quality and are able to offer continuity of supply. Moreover their mode of operation and flexibility allow them to fulfil the wishes of retail chains chains. Stolk Plants Hoeksekade 111A 2661 JL Bergschenhoek www.stolkplants.nl Anthurium_85x124.indd 1 25-02-2010 14:22:05 VWS_85x124.indd 1 25-02-2010 14:36:35 Limonium Strongly supported by Dutch breeder HilverdaKooij, the Dutch Limonium industry will run a high impact Limonium Show from April 15 to 20, 2010 at Keukenhof. In recent years the Limonium has evolved from an unnoticed filler in dusty, faded, dried arrangements to a real eye catcher in flower bouquets. Remarkable achievements in breeding have lead to Wings varieties with impressive combs on sturdy stems and a sparkling Diamond series with masses of tiny, papery flowers providing volume, colour and texture to bouquets. by Ron van der Ploeg A small but beautiful crop T he facts first. In nature Limonium is a perennial that grows along coastal areas and in salt marshes. It is a member of the Plumbago family and comprises around 150 species, several widely grown for cutting and for dried flowers. True blue “In professional greenhouse production you’ll find Limonium sinuatum, more commonly known as Statice. Statice has large flowers in panicles of 3 to 5 wingedbranches. They come in blue, lavender, rose, red, salmon, yellow, or white. In Limonium sinuatum, our Wings series are definitely the best seller at the Dutch flower auctions, while out of the fifteen varieties of Limonium sinensis, featuring tiny flowers in multi-branched clusters, sold at the Dutch auctions fourteen belong to our Diamond series. Next to Limonium sinuatum and sinensis the professional grower produces also perennial types like ‘Maine Blue’ and botanic altaica varieties”, unveils Arthur Koekkoek, sales manager Hilverda Kooij about the wide assortment of Limonium. When asked about the Limonium’s attractiveness, Koekkoek mentions that the Limonium is one of the few flowers having a true blue colour. “For years researchers are looking for a blue rose or a blue Dianthus, while the most beautiful blue is already available in Limonium. Breeding breakthroughs have improved the intrinsic quality with strong flowers located in the upper part of the stems and resistant to botrytis, the most feared disease in greenhouse production.” Strongly supported In the Netherlands up to fifty growers cover an area of 15 ha with some large, specialised Limonium growers like Van Paassen and Van Klink and a majority of growers producing Limonium as a side crop. With 50 to 60% of the growers participating, the Keukenhof Limonium Show is strongly supported by the industry including the three leading Limonium breeders. HilverdaKooij, Royal Van Zanten and J. van Egmond. Clasine Feith, marketing and communication manager from HilverdaKooij, says that the show provides the stimulus for growth in the Limonium sector. “We offer a helping hand to participants, coordinating the transport of the flowers to Keukenhof.” A Dutch affair Clasine Feith and Arthur Koekkoek 24 www.FloraCultureInternational.com | Keukenhof Special 2010 The Keukenhof Show is a real Dutch affair. This may not come as a surprise knowing that of the 27 million Limonium sinuatum stems sold at the Dutch auctions in 2008, 17 million were supplied by Dutch growers. In Limonium sinensis, Dutch growers accounted for 3 million supplied stems of the in total 4.6 million stems. In 2008 alone, 49 million of Limonium stems were marketed via the Dutch auction clocks, generating a turnover of €9 million. ||| Perennial Perennial popularity is on the rise as new varieties, different presentations and inventive marketing continue to inspire consumers. At the Keukenhof, from April 16 to May 16 2010, the Perennial Show will be held in the Willem Alexander Pavilion. by Anabel Evans Perennial popularity T he flowering times of perennials typically range from April through to August and provide growers with an entire summer of sales opportunities. They first started to become commercially available in the early 1980s but nearly three decades later, today’s perennials market is almost unrecognizable. Several thousand varieties have been developed to satisfy every need. There are plants for sun, plants for shade, plants for wet, dry, hot or cold. Breeders have created THE PRODUCT INNOVATORS varieties that are tougher, fastergrowing, heavier flowering and with colours that Mother Nature hadn’t thought of. Many varieties are bred specifically for qualities that facilitate efficient distribution and better impulse sale. And whereas the selection in the early days didn’t go far beyond a handful of peonies, daylilies, hostas and rudbeckias with the sales season over by the end of May, when growers realized they could supply retailers with pot grown plants the whole thing really began to take off. At the Keukenhof Perennial Show in 2009 the perennial plants assortment definitely didn’t disappoint the visitors with a product showcase including numerous crops such as Astilbe, Ajuga reptans, Dicentra, Dodecatheon, Dryopteris, Euphorbia, Geranium, Glechoma, Heuchera, Hosta, Scabiosa, Sempervivum, Phlox etc.. Jan Hein de Boer from the Dutch Association of Perennial Growers (Vereniging van Vasteplantenkwekers) says, “In 2010, our annual invitation to grower members to once again participate in the Keukenhof Perennial Show has led to nearly 40 growers, from all regions of the Netherlands, indicating their interest.” De Boer explains further that during the final stages of the Show organization all the participating growers are given the option to take part in the VKC Permanent Judging Committee competition, which involves nine different categories including a New Plants section. All the individual winners go forward to compete for the top prize – The Keukenhof Perennial Plant 2010. In 2009 the winner was the bedding and patio plant Dryopteris ‘Prolifica’ (photograph) from Mart Kleyn in Lisserbroek. ||| Exclusive Cut-Hydrangea www.Hydraflower.com Bartels_stek_54x124.indd 1 25-02-2010 14:23:57 Freesia Sweet Freesia flower scent will fill the rooms, while longstemmed flowers with soft blue, virgin white, vivid red and cheery yellow will catch the Keukenhof visitor’s eye at the Freesia Show, taking place between March 19 to 23, 2010. According to Jaap Elenbaas from Dutch Freesia breeder Van den Bos Flowerbulbs, the Annual Freesia Show at Keukenhof is an absolute must for all peers from the Freesia industry, who will be treated to a showcase of the best Freesias in the world. by Ron van der Ploeg Jaap Elenbaas from Van den Bos Flowerbulbs The most beautiful Freesias in the world T raditionally, the Keukenhof opens its gates in Mid March. Following a hard winter it sometimes happens that in its first week most of the park is still dormant with only some scattered snowdrops and daffodils blooming. No worries for Jaap Elenbaas, one of the driving forces behind Keukenhof’s scented seller: the Freesia Show. “In the weekend following the official opening I always take a quick trip to Lisse to drop in at the Freesia Show. If you earned €100 for each person who puts his nose in a Freesia flower then you will soon be rich. I reckon that this is the best timing for the show with best quality Freesias. At this time of year the weather is not too cold and not too hot. In the greenhouses the growers are still lighting their crops, enjoying some calm days just before the April and May peak sales season starts.” A miniature festival The Keukenhof Freesia Show isn’t just an ordinary flower show, it’s practically a miniature festival showcasing both proven varieties and the latest breeding break- 26 www.FloraCultureInternational.com | Keukenhof Special 2010 throughs in single flowered and double flowered Freesia. The product quality and production yields have improved significantly. ’Ambassador’ (single white), ‘Dukaat’ (single yellow), ‘Delta River’ (single blue), ‘Volante’ (double white), ‘Blue Moon’ (single blue), ‘Gold River’ (single yellow), ‘Yvonne’ (double yellow), ‘Argenta’ (single white) and ‘Honeymoon’ (double pink) rank among the Freesia Top 10 of which four are bred by Van den Bos Flowerbulbs. “Our ‘Dukaat’ and ‘Argenta’ are golden oldies which are still going strong. ‘Dukaat’ and ‘Gold River’ are long-stemmed varieties with their side-stem standing in perfect harmony with the main stem, allowing a quick harvest and handling of the flowers.. Much progress is made in the field of lighting with 4,000 to 8,000 lux and mist-type irrigation with a fog system allowing a much better product quality.” trends. This year speakers include area manager Floor Schamp from the Flower Council of Holland who will inform attendees about the business opportunities for Freesia in Russia. Optimism Freesia clichés Commenting on some Freesia clichés, Elenbaas condemns the idea that red varieties are more vulnerable for pests and diseases. “It’s simple, signs of viruses are more clearer in red varieties than in white or yellow specimens. Red varieties have a strong market position. In peak sales seasons you’ll see a quicker price drop for pink varieties than red ones. The most fragrant Freesia? That’s indeed the yellow one. And what about leaf necrosis and white varieties like ‘Orléans’? Healthy plant material is high on Van den Bos’ agenda. Every 2 to 3 years we set up new virus-free mother stock including a minimum of 50,000 corms with zero tolerance for the Freesia Ophio Virus and the Freesia Mosaic Virus.” The Keukenhof Freesia Show has had a stable audience for years, gathering growers, the four remaining breeding companies (Van den Bos, Pennings, Hofland and Van Zanten), buyers and researchers. The Freesia Award Ceremony evening usually attracts around 150 freesia professionals who are treated to key speakers on economics, design and business management to keep attendees apprised of the latest The show reflects optimism for Dutch Freesia growers despite difficult times. “There are currently around 90 Freesia growers, accounting for a Freesia hectarage that has decreased from 470 ha in 1988 to 175 ha in 2010. But we shouldn’t forget to mention the enormous progress in production: Back in 1988 growers used to grow one single crop, while nowadays they produce two crops per year. Some growers grow two crops per year with an average annual production of 400 stems per square metre. In 2009, the Dutch flower auctions have marketed 309 million Freesia stems of which the majority are Holland grown. The Freesia production in Morocco and Ethiopia is an estimated 11 ha. Could one imagine a more spectacular flower than Freesia, unfolding slowly its colourful and fragrant blooms day by day? In Freesia there is more to discover than the old fashioned, short varieties at Granny’s dresser. Today’s Freesias feature extremely long- stemmed, 18 grammes Freesia Maximaal varieties and trendy stripped varieties like Giraffe. Van den Bos Flowerbulbs is doing its utmost to showcase its latest variety ‘Yellow Passion’, with a revolutionary mix of velvet yellow flowers and a fresh, bright scent of lemon.” ||| Keukenhof Special 2010 | www.FloraCultureInternational.com 27 Postbus 15 Dijkweg 115 2675 ZG Honselersdijk Nederland T: +31(0)174 612121 F: +31(0)174 612122 E: [email protected] W: www.vandenbos.nl One of the Leaders in the Flower bulb industry for more than 50 Years. Export over 60 Countries in lilies, freesia, zantedeschia Own Breeding program Location Situated in the heart of the Westland USA West, USA A East, Canada, Chilli, C China, Australia Bulb Producttion n in Chilli www.vandenbos.nl Six van den Bos Companies over sea Lisianthus With an estimated 80% of Dutch Lisianthus growers participating, Keukenhof’s Lisianthus Show is strongly supported by the sector. According to show coordinator José van Egmond the Keukenhof Lisianthus Show has emerged as a powerful way to promote the relatively unknown Lisianthus to a large and international audience. A powerful way to promote Lisianthus W hile a long hot summer is lying before us, José van Egmond is thrilled about the upcoming Lisianthus Show. “Perfect time, perfect place”, says the 30 year-old Van Egmond. “Though Lisianthus is nowadays produced year round, the flower is still considered as a true summer flower. Showcasing in May with its José van Egmond who is working for the family-owned company J. van Egmond & Zonen. Dix_54x60.indd 1 JSPennings_54x60.indd 1 25-02-2010 14:27:44 normally mild temperatures means enhanced product quality and extra holidays and thus extra Keukenhof visitors.” An extensive array of Lisianthus The 100 m2 Lisianthus Show features the best Lisianthus growers the Netherlands has to offer. Alongside an extensive array of Lisianthus flowers coming in all sizes, shapes and colours, the Keukenhof Lisianthus Flower Show is a celebration of nature and style and great colours. It is a must to see for the floral enthusiast. “Cultivars are divided in single and double flowering Lisianthus”, explains José about the Lisianthus assortment, “In the early days of commercial greenhouse production of Lisianthus, the flowers were unknown to the public and sensitive to wilting, but ever since the Lisianthus industry has gone through much change. Intensive breeding has led to varieties with strong stems, excellent vase life and 25-02-2010 14:29:16 good branching: Improved varieties which can easily compete with roses. A range of colours is available with white being a typical best seller. Pink, yellow, green and bi colours pink/ white and blue/white are also available. Single-flowering Lisianthus have an attractive poppylike shape, however there appears to be a consumer preference for double-flowering varieties.” Lisianthus producers In the Netherlands the commercial greenhouse production of year round Lisianthus covers an area of 25 ha, to which must be added another 30 ha of seasonal production. “But seasonal production is decreasing rapidly”, says José, “From March to September another 50 million plants are grown in Mediterranean countries like France, Portugal, Italy, Greece and Spain. Some Lisianthus is also produced in Poland. Traditionally Israel ranks as one of the most important Lisianthus producers with specialized, large scale nurseries being the latest trend”, says José van Egmond who is working for the family-owned company J van Egmond & Zonen which produces more than 100 million of young plants for Lisianthus growers in the Netherlands and abroad. “Our company is located in Rijnsburg, the Netherlands. Since 2003 the young plants are selected one week before delivery. We have designed a special machine, the Selecto-mat. Every single plant is filmed by a camera and based on length and leaf area, each plant will be put in one of our three selections. The advantages of selected plants are faster planting, even growth, shorter harvest period, faster grading, even branches, less waste, shorter growing period - altogether only benefits.” ||| Royal Van Zanten goes Keukenhof Chrysanthemum Alstroemeria March 25 - 30 Oranje Nassau Paviljoen April 29 - May 5 Oranje Nassau Paviljoen Show Show Lily Show May 6 - 16 Willem Alexander Paviljoen See you at the Keukenhof For more information have a look at www.royalvanzanten.com or call +31 (0)297 38 70 00 Roses Roses throughout the chain If you want to see the richest possible display of rosy red hues, you must not miss the special rose show that will be held in the Oranje Nassau Pavilion from 1 to 6 April. It includes all the latest varieties. I n 2010 an additional element will be added to the judgement process during the Rose show. The basic assumption is that the A1 roses shown are of trade quality. There were calls for this during the VKC’s annual meeting in 2009. Judging will proceed on the basis of three arrangements/steps/vases containing of 80 roses (total 2x20 and 1x40). Judging will take place based on three levels within the chain, namely: auction supply (in a sleeve), arrangement and traditional. The VBW (Association of Floristry Retailers) will participate in the inspection process. This season will be the first time they are going to cooperate on this. We will be working with a set-up in which the participant’s three vases are arranged in a row behind each other on a base that slopes upwards. This is also the case for the roses that are shown as auction specimens. “Roses throughout the chain” is the theme of this special show. This theme will be communicated to the consumer using a flower stand and by way of demonstrations in the ONP. Heleen Valstar is responsible for the design and the creative content. During the trade evening on Thursday 1 April presentations will be held from the perspective of the different components of the chain. Interesting debates will also be conducted in a ‘House of Commons’- type setting. The organising committee of the Rose evening includes the following partners from the different components of the trade chain: Keukenhof, VGB (Floristry wholesalers), FloraHolland (auctions), LTO Groeiservice (growers), Plantum NL (breeders) and VKC. Bartels_roses_54x124.indd 1 advert-1BRT.indd 1 Brockhof_178x124.indd 1 25-02-2010 14:23:26 22-02-2010 16:33:19 25-02-2010 14:24:38 Carnation Carnation grower Martin Zwinkels along with former carnation colleagues Rien van Dam and Han Wijnands consider the Keukenhof Carnation Show as one of the best ways of promotion. Every year they are highly successful in terms of bringing together 99% of the Dutch carnation growers and a large consumer audience from all over the world. With an estimated 100,000 international visitors over ten days, the Keukenhof Carnation Show is likely to give carnation sales a boost worldwide. by Ron van der Ploeg An absolute must see S eeing the Keukenhof visitor ‘oohing’ and ‘aahing’ at the gorgeous array of colours and scents that are available in carnation, former carnation grower Rien van Dam understands them perfectly. “Carnations are contagious. Once they get into your blood you won’t fancy any other flowers. I am now in my twelfth year as co-organizer of the show, which gets more gorgeous every year. In today’s greenhouses there is an abundance of light, allowing the Dutch carnation grower to grow a strong, colourful and early crop.” His counterpart in the carnation business, Martin Zwinkels, who operates a 1,3 ha carnation nursery in Honselersdijk, the Netherlands, adds, “The show runs from May 7 to 16 and right at that time of year we can ensure the best quality flowers. The event opens its doors just before Mother’s Day, a busy time for the carnation industry as a whole, but still the show is an absolutely must-see. I reckon the timing of the show is perfect. We surely welcome every sales boost for the period after the Mother’s Day peak sales season.“ Little Tom Thumb Dianthus ‘Star Trendy Tessino’ 32 In the Netherlands the production and supply of Dutch carnations have suffered a long-standing decline at the auctions. Way back in 1997 the supply of domestic standard carnations at the Dutch auction clocks was 183 million stems per annum. By 2009 sales had dropped to less than 50 million stems. The decline in production is even more dramatic. In 1990 professional greenhouse production of standard carnations covered an area of 250 ha by 2010 only 23 ha www.FloraCultureInternational.com | Keukenhof Special 2010 Martin Zwinkels (left) and Rien van Dam. are left. “Amid the world carnation production, we are just a Little Tom Thumb defying the giant. Nevertheless, the Dutch carnation industry is leading in product innovation. Dutch breeders have played a key role in the introduction of the trendy green colour, which is recognized to have given carnation sales a big boost. One good example of a recent breeding breakthrough would be Dianthus ‘Star Trendy Tessino’. This twotoned, star-shaped spray carnation is, how shall I put it, a really sweet little thing.” Zwinkels really regrets that the carnation doesn’t easily inspire other growers. “We could good use a few young and enthusiastic colleagues”, he says, “maybe it has to with the history of Dutch carnation growing which hasn’t been always that bright. In Westland, nearly everyones grandfather produced carnations and remembers the bad stories of fusarium. What bothers me is the prejudice that carnation growing is not profitable enough. I agree that it is a labour intensive with production periods, but still it is a profitable business. In 2000, I took over my father’s business. Since then I have made good money out of these beautiful flowers.” ||| New at Keukenhof Fashion Exhibition Gonewiththewind The fashion exhibition Gone with the wind (18 March to 16 May 2010) in the Juliana pavilion at Keukenhof focuses on the creative ideas of the Dutch fashion world. Theorganisationofthisexhibitionisinthehandsofthe Zuiderzeemuseum,whereitwasfirstondisplayin2009. GonewiththeWindexhibitsaselectionoftraditionalcostumesandcontemporaryfashionsfromthe Zuiderzeemuseumcollection.DozensofDutchfashion andjewellerydesignersandphotographerswereinspiredbythecharacteristicDutchregionalcostumes. Examplesinclude:a'kraplap'[traditionalstarched shouldercovering]ascontemporaryaccessoryand aninterpretationoftheStaphorststipplingtechnique. OutfitsbyFranciscovanBenthum,Alexandervan Slobbe,Spijkers&SpijkersandViktor&Rolfarealso ondisplay.Alsopartoftheexhibitionisajewellery designbyTedNoten,wherethetraditionalUrkmen's earringblendswiththestreetcultureoftoday.Fashion designerJanTaminiaucreatedabridalgownand matchingsuitfortheexhibition. Artandculturehaveplayedanimportantpartat Keukenhoffromdayone.Thefloralsplendourformsa magnificentdecorforthefashionexhibitionGonewith theWind.KeukenhofistheshowcaseoftheDutch horticulturalindustry,withtheemphasisonflowering bulbs.TheexhibitionsandeventsintheparkinterrelateahostofDutchitemsinthefieldofcultureandthe arts.Unexpectedapproacheshighlightvariousaspects ofcontemporaryandclassicdesignsalike.||| New at Keukenhof the Discovery Tour Explore the park using modern audio and visual communication aids. See and hear all about the history of Keukenhof. Enjoytheparkandeverythingit hastooffertothefullwiththe KeukenhofDiscoveryTour.Access toawiderangeofinformation, whereverandwheneveryouwish, asyouwalkroundthepark.Practicalinformationaboutthevarious sectionsofthepark,suchasthe pavilionsandrestaurants,thechildren’splayground,themillandthe boattripspastthebulbfields,but alsolotsofbackgroundinformation.TheKeukenhoflandscape architecttalkingabouthisgarden designs,forexample,oroneofthe gardenersaboutthemaintenance andupkeepofthepark.Youwill alsolearnallaboutthebulbgrowingindustry,thebulb-growing areaintheNetherlandsandthe Netherlandsascountryofflowers, aboutthehistoryofKeukenhof chateau,andthethemeofthe year,whichthisyearis'FromRussiawithLove'. TheKeukenhofDiscoveryTour includessoundrecordings,photos, videosandinterviews,lastingas longasanhourinall. DiscoverKeukenhofthenewway. TheKeukenhofDiscoveryTour bringsmillionsofbloomingflowers andplants....waterfeatures..... inspirationalgardenstolifemore thaneverbefore!||| Keukenhof Special 2010 | www.FloraCultureInternational.com 33 Chrysanthemum The Keukenhof Chrysanthemum Show helps to give the Chrysanthemum a new image amongst national and international visitors. New, striking, fashionable and funky varieties will put aside any prejudices the consumers may have towards these beautiful and versatile flowers. by Ron van der Ploeg Keukenhof Show unveils the wonders of the Chrysanthemum world C hrysanthemum, boring or old fashioned? Don’t ask Rick Minck, product manager of Dutch Chrysanthemum breeder Fides, because he is understandably spooked by antichrysanthemum clichés, explaining that the old fashioned image of mums has been improved in recent years, really since 2006. The promotional activities organized by the Flower Council of Holland under the theme JustChrys (now prolonged for another 3 years) is said to have been a key factor in renewing the market’s interest in the Chrysanthemum. Enormous diversity This may not come as a surprise as mums are such wonderful flowers, with enormous diversity in colour and form. “In fact, there are over 6,000 varieties of mums, and you may think that several of them commonly found in florists are actually totally different flowers, they are so different in looks. Last year JustChrys, which represents the four leading Chrysanthemum breeders Fides, Deliflor, Dekker and Royal Van Zanten, participated in the Margriet Women’s Fair. Some of our varieties on display were not even recognized as a Chrysanthemum. Here we showed the two-toned spray variety ‘Raisa’ and ‘Dance’ with its spoon shaped petals, being both a genuine asset to the Fides assortment.” The Keukenhof Chrysanthemum Show will provide an update of the latest Chrysanthemum varieties, which are classified by how they look. “The different types of chrysanthemums are named after the shape of the flower itself. Those types of flowers are single or double flowered decorative having long, tightly overlapping petals. Daisy mums have one single row of petals around the bud of the flower, while pompoms are small globe shaped flowers with tightly packed petals. Anemone mums feature one row of single flat petals that has a raised centre of tiny florets. Spoon mums have the look of a daisy, but the petals are flat with the tips having a spoon-like appearance. Last but not least come the spider types. There are also a number of exciting combinations possible with aforementioned mums”, says Minck giving us a mini-lecture of the wonders of the Chrysanthemum world. A special trial corner Minck is now in his third year as co-organizer of the Keukenhof show. “I do this job on behalf of breeding company Fides. We send all our customers a direct mail announcing the event, followed by a 34 www.FloraCultureInternational.com | Keukenhof Special 2010 reminder three weeks later. Participating growers have two options: either one of our sales representatives come to pick up the flowers or the flowers are sent to Keukenhof by regular auction transport. An estimated 20 of the in total 150 Dutch Chrysanthemum growers participate in the VKC Flower Trial with the winners being awarded with a cake for the entire personnel. Some growers put an awful lot of effort into preparing the flowers by setting up a special corner with more widely spaced varieties 12 weeks before the show. Overall, the marking, selecting and harvesting of the flowers requires time and patience especially because the grower has to enter the densely planted crop by crossing heating pipes. Up to 90% of the show space is filled with entries from the breeding companies.” The importance of branding Participation in the Keukenhof show fits perfectly with the Fides’ “pull” selling strategy, a strategy that requires high spending on advertising and consumer promotion to build up consumer demand for a product. One good example would be ‘Bacardi’, defeating its competitor ‘Reagan’ thanks to an impressive promotion campaign. “The four leading varieties ‘Arctic Queen’, ‘Euro’, ‘Zembla’ and ‘Baltica’ are currently competing in the global brand economy”, outlines Minck, “Brands can help our business stand out in the crowd. The Keukenhof Chrysanthemum Show attracts up to 20,000 to 30,000 visitors in one week. That’s why we consider exhibiting at the world’s Chrysanthemum ‘Raisa’ Rick Minck product manager of Dutch Chrysanthemum breeder Fides. most famous Spring Garden is so important.” In a time with so much economic uncertainly, some extra Chrysanthemum promotion can give sales a much-needed boost to revenues in a difficult economy. “These are tough times for Chrysanthemum growers, currently covering an area of around 450 to 500 ha with greenhouse production. Prices are down since more than a year. Considering that only 4 to 5% of Dutch mums are sold on the domestic market, one can imagine how the sector is depending on the economic situation in export markets. The UK is struggling with a weak British pound, resulting in a 20% reduction in UK imports. Also, the Russian Rouble has weakened a lot. In the meantime one of the Netherlands leading flower wholesalers withdrew from the auction clock, now sourcing its mums directly from all parts of the world and provoking more sluggish sales at the clock.” Blooms instead of gloom and doom In the meantime Minck refuses to believe in gloom and doom trusting on the resilience and the dynamism of the Dutch chrysanthemum sector. “Production methods are constantly under scrutiny. In the past, some tests were carried out with a mobile system for the production of mums on water. Despite the up to 90% use of space and the somewhat higher production, the cost of such systems are still to high. The sector prefers consolidation and focuses on risk spreading strategies by growing different and specialty varieties instead of large monocultures. The sector also carefully listens to its customers, the wholesale buyers. One good example for an efficient exchange of ideas is our new orange santini ‘Harley’ which perfectly matches with other orange flowers in bouquets, a long time request from the trade. The same trade is purchasing increasingly smaller volumes as production figures reach all time highs. The modern greenhouse structures offer improved light transmission, allowing the grower to better steer his crop. Stem weight is going constantly up and the array of colours and shapes grows wider and wider. You get so much more out of Chrysanthemums than most people think. One of the best ways to convince yourself is to attend the upcoming Keukenhof event, showing off the diversity of the mum. The Keukenhof Chrysanthemum Show is an amazing floral display created by some of the Netherlands finest floral arrangers. The display will be breathtaking featuring over 100 varieties of Chrysanthemums and over 75,000 blooms.” ||| Keukenhof Special 2010 | www.FloraCultureInternational.com 35 FIDES COMPLETE COLLECTION G E T I N S P I R ED BY OU R C H RYSA N TH EMUMS LO OK AT OU R B RAN D N EW W E B S I TE W W W. F I D E S. N L Fides B.V. P.O. Box 26, 2678 zg De Lier, The Netherlands t. +31(0)174 53 01 00 f. +31(0)174 53 01 10 [email protected] www.fides.nl
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