Unaware
According to Ursula, people are unaware of the existing pelargonium varieties. "They are buying these traditional pelargoniums, as nothing else is offered at the retailers", she says. "The pelargonium is know as a very long-lasting plant with a long flowering period. This is valued by the customers, which is keeping up the sales. However, the sales could be even higher when putting new and different varieties on display. The mass growers, who supply the retailers, are often only focused on the traditional varieties. The sales of these varieties are OK, but not stunning. People are buying these plants as they have never seen the other varieties", says Ursula.
High interest in different varieties
Over the years, Ursula noticed a change in demand. "About 15 years ago, the traditional pinks and reds were popular, but now, the pale and very dark pelargonium colors are hot. Actually, all varieties that differ from the traditional pelargonium attract the attention of many of my customers. Many are asking why they cannot get them elsewhere." According to Ursula, this is the reason why this sector has a great potential to grow. "Interestingly, in general, the sales of pelargoniums are not increasing, but mine are. Year after year, my sales are rising, and I think this is mainly because we own a large assortment", she says.
Fibrex Nursery grows many different and exclusive Pelargonium varieties. Currently, they hold the National Collection of Pelargoniums, which means that they have the largest collection of Pelargoniums. "Our National Pelargonium Collection contains over 2,000 different species and cultivars," says Ursula. All the varieties are showcased in their own glasshouse.
Amateur breeders
All new pelargoniums that are grown at Fibrex Nurseries are bred by amateur breeders. "I give these breeders a chance to put their varieties on the market. And as I am holding the National Collection, I can offer them my existing plants to breed new ones. This collaboration also entails advantages for me as it enables me to offer other varieties compared to the ones that are offered in the commercial flower shops and/or retailers", she says.
Fibrex Nursery LTD
Fibrex Nursery is a family business and was established by Ursula's parents, Hazel & Dick Key, in 1958. The company grew rapidly to the point where their three children, Richard, Ursula and Angela joined and eventually took over the company. They expanded the company and broadened the assortment with Hederas, Ferns and Begonias afterwards. Currently, they grow their plants under 0.5 acre of glass and are exporting them throughout Europe.
For more information
Fibrex Nursery LTD
Ursula Key-Davis
Tel: (01789) 720788
Fax: (01789) 721162
e-mail [email protected]
Honeybourne Road,
Pebworth,
Stratford-upon-Avon
Warwickshire
CV37 8XP
England
www.fibrex.co.uk