Beekenkamp took home the tenth FleuroStar award. The prestigious prize, which is awarded annually to the novelty with the highest 'wow' factor, was won by the breeder for their Begonia MacaRouge.
Cor Bremmer, commercial director ornamentals; Marc Driessen, director ornamentals; Sirekit Mol, marketing manager; Ans van der Velde, manager breeding – all with Beekenkamp Plants; and Heike Gronemann, chairman of the FleuroStar jury, and Karol Pawlak, president of FleuroStar
Sirekit Mol, marketing manager at Beekenkamp, talks about the begonia elation Dream Garden MacaRouge
"The wow factor is what makes money for our business", was the essence of what FleuroSelect's new president Karol Pawlak said. FleuroStar, as Pawlak said, brings together breeders and retail, selecting the cream of the crop to put in the spotlight.
Eda Demir with OptiCept talks about a technique developed by this Swedish startup, making it possible for cuttings to be stored long, root better and be of higher quality. In addition, the shelf life and quality of both fresh fruit and vegetables, as well as frozen or dried produce, can be increased with it. Since the beginning of this year, the company is part of Syngenta, and they're experimenting a lot with this new technique.
They've been doing this for a decade now, and thanks in no small part to the great enthusiasm with which the FleuroSelect ladies promote the plants, FleuroStar has become a household name in the industry. Winning the FleuroStar means you'll have a marketing machine at your disposal for a whole year, which leads, quite simply, to more sales - as last year's winner (Klaus Gaumann of Selecta one, with the Purple Sun) can testify.
Klaus Gaumann, marketing director with Selecta one, the winner of last year's FleuroStar Award with the Purple Sun. He said that after winning the award, they first celebrated, but then they were stunned by the media attention generated by FleuroSelect. According to the company, the product sold a lot more in the past year than before.
Various parties provide an additional bonus to the winner in the form of a check. These are: Waterdrinker, Pull Position, Desch Plantpak and Stokvis Content.
Desch Plantpak congratulates Beekenkamp Plants with winning the 2019/20 FleuroStar Award with the Begonia elatior Dreams Garden MacaRouge. The winner receives each year a check for a full spread in Colour your Story. Desch Retail and Marketing Manager Kees Waqué, third from left, was happy for the winners. "The Begonia is a good contribution for the magazine full with trends and stories for season Spring-Summer 2020 which will be published end of August."
The winner is chosen from among members' nominations. These are trialed by FleuroStar in various locations around the world, without the involved members having access. An independent jury, comprising 36 big names from the breeding industry and retail, then judges the trials based on all imaginable factors, but primarily on the 'wow' factor. Because the members count many breeders among them – not all of them, but it's by far the biggest association of its kind – the FleuroStar award gets extra shine.