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Hot trends in mums, and what is the market looking for?

Beginning August 28th, and for a whole week, Danziger held an open-days event at its Antioquia site in Colombia. Gearing up for the next season, hundreds of industry stakeholders, from all around the world, came to explore novelties and catch up with the latest trends.

“As breeders, it is our job to make sure we integrate growers with the end- part of the chain - from bouquet companies, mass market and florists. Our challenge is to bring the genetics that will meet everyone’s needs and expectations in the best way. Our annual open-days event is a key milestone in this direction, as it enables us to get everyone around the same table, checking and choosing the best varieties that will answer a holistic chain” says Ori Danziger, Deputy CEO.

During the open days visitors were invited to explore the many mums code varieties, learn and understand their features, from farm performance to shipment and uses, as well as more novelties from Danziger R&D labs, such as SCOOP Scabiosa, an upcoming trend in the cut flower industry.

Here are some of the key insights appearing from dozens of meetings with growers, wholesalers, importers and buyers.
  1. Different flowers for different channels. Selling an arrangement in the supermarket is different from a bridal bouquet or a birthday bouquet. “We noticed differences in tastes between wholesalers and mass market oriented companies. For example, while mums aimed at mass market should have short pedicels; wholesalers would prefer the longer ones”
  2. Go Wild trend. Across the board, the market is looking for the “wild” varieties, with extraordinary, and uneven look. “Varieties that a year ago would be discarded in a blink of an eye, would be highly acceptable and appreciated today.
  3. Same Same, but different. While the basic “truths” of the industry does not change, and the need for focals and fillers remain the same, the market is constantly looking for extraordinary replacements. For example, the “éclair” variety, resembling an anemone, was very much discussed as a replacement for the traditional Gerbera.
  4. Go Global. South American growers are exploring more target markets than just the US. From Chile to Australia and Japan, growers want to have varieties that are strong to hold well after long shipments. We actually perform shipping experiments for our varieties, both air and sea, in order to identify the ones that will suit this purpose.
  5. Back to Basics. We live in a world of contrast, and it’s amazing to see how on the exact opposite approach, our traditional best seller ATLANTIS daisy is gaining even more demand, as designers are looking for the simple retro-style flowers.
Danziger will show its wide assortment at Proflora (Booth 420-430) in October.

For more information:
Danziger - "Dan" Flower Farm
T: +972-3-9602525

Publication date: 9/21/2017



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