Plantenkwekerij Valstar plant nursery and breeder Dümmen Orange have signed an agreement concerning the production and marketing of the pot rose assortment in the Netherlands. For Valstar this offers opportunities for growth with a new product. For Dümmen Orange it is a logical step in its strategy to outsource the cultivation of end products which do not fit its core activities.
Jan Valstar: “Pot roses fit into our business. We noticed that our customers are looking for partners with a wide range of plants. Pot roses complement our current assortment which will enable us to become more important to our customers.”
The cultivation cycles will be prepared over the next few months so that the first roses can be sold in the second half of the year. The pot roses will be available in a 10.5 cm and a 12 cm pot and will be supplied in a full range of colours.
Philippe Veys from Dümmen Orange: “Olij Breeding pot roses were added to the Dümmen Orange assortment in 2016. In Valstar we have found a solid, reliable partner which can further expand the market for this product group.”
The number of varieties currently available will be expanded over the coming period and the two companies will be working on positioning the entire line with a new image. During the preparatory phase, ideas were developed with regard to concepts and options that will be valuable for the market.
Company profiles
Plantenkwekerij Valstar is a family business with over 100 years of cultivation experience. Flowering potted plants are grown at two sites, each boasting a high level of technical facilities. Valstar grows Begonia, pot chrysanthemum, Celosia and Platycodon. As well as producing potted plants for the retail market, Valstar is a partner in the cultivation of vegetable and ornamental plants.
Dümmen Orange is a leading company in the breeding and development of cut flowers, bulbs, succulents, pot plants, bedding plants and perennials. Its turnover is approximately 240 million euros. The company employs more than 7,000 people worldwide. In addition to a large marketing and sales network, Dümmen Orange has a strong network of production sites.
