The FleuroStar Award 2016/17 goes to Begonia hybrid Miss Malibu from Dümmen Orange. The new ‘Winner with the Wow Factor’ was announced at the Green Inspiration Event on Thursday 16 June in Amsterdam (NL).
Miss Malibu from Dümmen Orange was competing against Argyranthemum Grandaisy® Yellow (Moerheim New Plant), Dahlia Dahlegria Red Yellow Bicolor (Florensis), Dianthus caryophyllus Capitán Colón (Selecta one) and GineTato®/Egg&Chips® (Beekenkamp/Thompson&Morgan).
Miss Malibu has a massive dark pink colour. This FleuroStar Winner displays huge double flowers. The winner is suited for containers, hanging baskets and bedding schemes. Miss Malibu provides continuous colour throughout the summer until the first frosts.
Over 30 professionals in breeding, production, trade and retail as well as journalists and marketing specialists evaluate each entry on point of sale attractiveness and commercial potential.
New jury members this year include André Henseler, senior Product Range Manager for Obi, Lau van der Hoorn, Category Manager Annual Plants for Intratuin, András Treer, General Manager FloraHungaria and Peter van Leth, ornamental specialist of the Dutch trade publication Vakblad voor de Bloemisterij.
Marketing support
The new FleuroStar winner will receive considerable marketing support. TuinbouwCommunicatie offers an advertising campaign worth EUR 3000. The Dutch marketing agency Pull Position presents a tailor made promotion project at retail level worth EUR 1500. DeschPlantPak offers the FleuroStar Winner a two page spread in the Colour Your Story brochure.
Next to conducting an international press campaign, Fleuroselect promotes the new winner at trade fairs and industry events. Furthermore, the Organisation provides ready-to-use marketing materials including lifestyle photos, a promotion video and leaflets, as well as ongoing promotion support.
About FleuroStar
The FleuroStar Contest is held annually during the FlowerTrials week in June in the Netherlands and Germany. Fleuroselect members can enter their top breeding breakthrough of the season to become the new ‘Winner with the Wow Factor’.
About Fleuroselect
Fleuroselect is the international organisation for the ornamental plants industry. Its mission is to stimulate ornamental plant breeding by testing, awarding and promoting new varieties. Its members for whom it provides an international platform are breeders, producers and distributors of ornamental varieties both from seed and cuttings.
Heike Gronemann (FleuroSelecty), Sally van der Horst (FleuroSelect), Nadine Rijk (breeder Dummen Orange), Josep Maria Padrosa Benet (product manager Dummen Orange)- Photo: Tuinbouwcommunicatie
