What story-telling can do. The breeders of this variety were not sure they should launch it, but the marketing department saw the opportunity to tap into a new target group. The variety in question is the Euphorbia pulcherrima Christmas Mouse of Selecta one. The "mouse ears" make the difference, targeting children, as many know the poem "Christmas Mouse". The reactions to the first trial varieties on the market were positive, and it has even been awarded at the IPM Essen 2019 as best novelty in the flowering house plants category.
Claudio Cazzola and Paolo Pirisi of Selecta one at the Myplant & Garden in Italy where they promoted the Christmas Mouse for the first time.
"The funny thing is actually that we did not plan to launch this variety", says Milena Weller, Communications Manager at Selecta one. "The breeding department found this variety but they were not sure if it would have success." However, when seeing this variety the marketing department saw the potential right away. "Someone in our team said that the round flower leaves look like the ears of a mouse. Then, we thought of the poem, Christmas Mouse, and in this way, we made the story and marketing concept around it."
Euphorbia pulcherrima Christmas Mouse and the Christmas Mouse logo
For the poinsettia season of 2018, Selecta one set out some trials at several of their growers in Germany, Holland and some in Italy. According to Weller, the reactions were very positive, especially from the end consumer. "The grower was pleased with the variety as the cultivation does not differ from that of a classic poinsettia. And in the shelves, the variety attracted a lot of attention and was sold out quickly. It convinced us of the potential of this variety and made us decide to include it in our next catalog."
Also at the IPM Essen, held last January, they saw the potential of this variety. It was awarded with the IPM Innovation 2019 award in the flowering house plant category. The jury was enthusiastic about the, as they call it, 'unusually soft-looking leaf shape' and the story behind it. "A new form, a new product, a new impulse for one of the bestsellers of German pot plants."
Lots of interest
During the IPM Essen, and thanks to the award, this variety received a lot of attention. And not only during, but also after the show, growers have been eager to include this variety in their assortment. "We received several requests from growers all over Europe." And in order to tell a real story, Selecta one also supplies the accompanying POS and marketing material to their growers. "In this way, the product will stand out more from the traditional poinsettia."