On June 21st, Syngenta Flowers showed their Imara and Calliope assortment to German growers and retailers, during the first PopUp Show, an event for Syngenta's German customers.
Both products complement the wide range of Syngenta, for growers, retailers as well as consumers. To communicate this throughout the entire chain, the company has used the German flower influencer Marion Schouten to promote the products. Marion has a YouTube channel with more than 5.8 million views from florists and floriculture enthusiasts.
With Imara, Syngenta has secured a breakthrough for Impatiens. This novelty in fact is vigorous than existing Impatiens varieties and more resistant to downy mildew. With an excellent performance in the garden, Imara provides color until the first frost. This makes Imara a reliable choice for product, retailer and end-user.
With Calliope, Syngenta also introduced a new assortment in the geranium market this year. Calliope from Syngenta Flowers blooms much longer than other varieties from the control group. This allows the consumer to create colorful gardens and flower beds. At Syngenta Flowers, there is attractive Calliope POS material available for retailers in several languages.
In the first video in this series, Calliope is the center of attention. The reactions from consumers and florists were very positive: "Actually I am not really a fan of Geraniums, but these varieties work very well for me" and "Where are these plants available?".
The video was made through a collaboration between Pull Position and Germedia. Both parties recognize that influencers in the floriculture market are becoming increasingly important and are an effective means of bringing products to the attention of the demographic. In order to promote the assortment of Syngenta Flowers among grower, retailer and consumer, they have collaborated on the realization of the video and its distribution via the channel Flower by Schouten.
Source: Pull position