2018-07-03

Flower Trials 2018 – Where Plants Meet People

Flower Trials 2018 – Where Plants Meet People
 
Author:
Managing Director Media Concept Schweiz AG

The FlowerTrials is the internationally best-known industry event when it comes to defining future ranges in the market for bedding, balcony and potted plants. At 32 locations in Germany and the Netherlands, the ornamental plant breeding companies will present their latest species and concepts at FlowerTrials 2018. Media Concept Switzerland and Gregg Marketing give a small overview of the FlowerTrials with this blog post.

To successfully market varieties and to gain the consumer's attention, with already a wide range of assortments currently on the market, new varieties with special characteristics must be produced. Thus, the Petunia 'Nightsky' with its dotted flowers has been very successful in recent years and became an indispensable part of any interesting bedding and balcony plant range.

What were the highlights of 2018? Firstly, one needs to mention the winner of the Fleurostars 2018: Osteospermum 'Purple Sun' (breeder Selecta One). This strain convinced the jury with its impressive visual impact at the point of sale and its high commercial potential - a true winner with WOW-Faktor.

Osteospermum Purple Sun from Selecta One
Osteospermum Purple Sun from Selecta One

Taking part in the FlowrTrials, Volmary presented itself at the same location as Benary. In addition to diverse genetics, the interesting and high-turnover marketing concepts were also very compelling. Particularly:
•  BEE VEGETABLE
•  Chocolate bar
•  Sweet Potatoes
•  Bidens

The concept BEE TRACTIVE from Volmary
The concept BEE TRACTIVE from Volmary

The visitors of the FlowerTrials also had the opportunity to stop in Boskoop. The Plantarium building hosted the “Garden and Trials” fair for new hits, which is officially not part of the FlowerTrials.
Above all, breeding novelties in the area of woody plants and shrubs were presented. A special highlight was the Hydrangea 'Runaway Bride' - winner of the "Plant of the Year" award at the Chelsea Flower Show 2018. The marketing concept was created by Media Concept Switzerland and all advertising materials are supplied by Gregg Marketing.

The picture shows (from the left) Robert Wacker, Garry Grüber, Peter Freeman and Jos de Jong at the Cultivaris stand.
The picture shows (from the left) Robert Wacker, Garry Grüber, Peter Freeman and Jos de Jong at the Cultivaris stand.

Are you looking for a specific plant or variety? We have a complete overview. Just contact us! We look forward to speaking with you.

 

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Author:
Robert Wacker
Managing Director Media Concept Schweiz AG
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of Media Concept Schweiz AG, he regularly writes articles for this blog.