At the FlowerTrials held from 11 - 14 June, Dümmen Orange launched a new orchid label for its special small-flowered phalaenopsis: Popcorn 'Pops up your room'. The sector first became acquainted with this new label during the open days. These Popcorn orchids are available in many colors ranging from white and yellow to light and dark pink. Their unique characteristic is their profusion of flowers that are also smaller than those of similar phalaenopsis varieties.
With Popcorn, Dümmen Orange is introducing a new label for small-flowered phalaenopsis. This orchid's flowers 'pop', just like real popcorn pops open. Hence the slogan: 'pops up your room'. Each plant bears 50 flowers less than 4 cm in diameter. This makes the total impression slightly different to the usual phalaenopsis varieties. Another plus: the Popcorn assortment provides a wide range of colors, from white and yellow to light and dark pink.
The market for large-flowered orchids is becoming saturated. Dümmen Orange realises that its customers - the growers - need to be provided with a distinctive package of products, and the Popcorn label is helping to do that. Research has shown that a growing percentage of European consumers respond easily to trends: they are looking for a special look, personal expression and originality. New applications and ideas that express a lifestyle are the ones these consumers appreciate most. Aimed at millennials as end consumers, the new Popcorn label's fresh and original look is what they want, according to Dümmen Orange. The FlowerTrials marked the launch of the Popcorn campaign, which will continue to inform Dutch growers about this label both on and offline.
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