In an ever-changing market with rising consumer expectations and continuously changing retail requirements, having the best plant genetics matters more than ever to any seller of ornamental potted plants. At Queen® Genetics, a commitment to breeding and testing new and unique varieties with enhanced durability and visual appeal is fundamental to the business. "This comprehensive approach aims to elevate store-shelf turnover, minimize waste, and enhance consumer experience", explains Frands Jepsen, CEO of Queen®
Trials and tests to ensure durability
Rigorous trials and tests are continuously conducted to ensure the quality of cuttings and genetics, encompassing considerations for transportation conditions and testing shelf-life. "One of the essential tests ensures that the varieties perform when tested for ethylene tolerance."
"Ethylene is a hydrocarbon that is in the air around us and emerges from cars, fireplaces, fruits, etc. Ethylene potentially causes flowers to wilt and close, making the product look less appealing and thus reducing the chances of consumers purchasing."
According to Frands Jepsen, by subjecting Queen Kalanchoes varieties to these tests, the company ensures that the flowers can withstand the ethylene in the air, maintaining their beauty on the shelf and at home with customers. "This reduces waste and prolongs shelf-life, leading to high customer satisfaction."
Varieties from Queen Genetics become part of the Queen® Flowers assortment
Due to tests, ambitions, experience and innovation, Queen Genetics have developed extraordinary genetics. Even so, within the Queen® brand, the genetics are used in the finished-plant brand Queen Flowers. The Queen Flowers nursery in Denmark produces over 20 million finished Kalanchoes annually, distributed through various channels like wholesalers, supermarkets, garden centres, and DIY stores. The right genetics are indispensable for success in these diverse markets.
"At Queen Flowers, we use our experience from Queen Genetics to grow plants that can succeed in retail. Thus, we depend on whether the varieties are properly tested for our plants to compete in the market and create consumer value. This makes the varieties from Queen Genetics essential for our customers and our business unit, Queen® Flowers." Frands Jepsen continuous.
With over 60 years of experience in breeding, growing, and selling Kalanchoes, Queen Genetics possesses a profound understanding of the market. "Collaborations with Queen Flowers and Brand Partners provide valuable insights into consumer buying habits, enabling continuous benchmarking of varieties against competitors and existing assortments. This strategic approach secures the market's best and most durable assortment."
"Backed by this robust foundation and expert collaborations, Queen Genetics looks confidently toward the future, leaving nothing to chance to maintain its position as a leader in the industry."
For more information:
Queen Genetics®
A/S Knud Jepsen
Skanderborgvej 193
DK-8382 Hinnerup
Email: genetics@queen.dk
www.queengenetics.dk