In our pre-Covid world, we saw a growing demand for flowers. The early days of the global health crisis heavily affected the demand for and supply of flowers. The shockwaves sent auction clocks into free fall, and worldwide, tones of products composted when they would usually be selling in the peak season of March and early April 2020. But then, the rebound was lightning fast.
In early March of this year, for example, Royal FloraHolland, the world’s largest global auction in cut flowers and potted plants, recorded its highest ever week’s turnover: €162 million. For the first time in its 110-year history, the Dutch cooperative reached the one billion mark in turnover in week nine, a figure that, under normal circumstances, is customarily celebrated in week 11 or 12.
This milestone is a clear sign that the pandemic is driving an exceptional interest in cut flowers. On this account, there is a growing attraction for new flower varieties such as Lepidium ‘Green Dragon, a relative newcomer in the floriculture scene.
Light, airy, and long-lasting, and sturdy, Lepidium Green Dragon makes the perfect cut flower and is a real attention grabber. Its small and unique berries add to the value of this flower’s character and usefulness in both fresh and dried applications.
Several of the world’s most fabulous floral designers say the flower is a true pleasure to look at while stressing that Green Dragon is no ordinary leafy-green and no ordinary filler. They laud the flower for its unique capability to create well-balanced bouquets and arrangements with visual interest. Lepidium complements the focal flowers and enhances them by adding beautiful texture, volume, and energizing bright green exuberance to every bouquet.
But it would be too shortsighted to say that florists and consumers only like lovely Lepidium because they like to look at nice things. Not for nothing has breeding company Danziger, the creator behind this beautiful new flower, rolled out an ad campaign under the tagline; ‘Connect with Nature, Energize your Wellness’.
Green Dragon look freshly picked from the field – where whirling butterflies surround them. As such, the flower perfectly fills the needs of the ‘wellness conscience’ generation, that wants to feel relaxed and at one with nature. Global marketing research found that consumers care deeply about wellness, expressed by a renewed appreciation of nature. In a world of wellness goals, the role of sustainable materials, lush green plants, and farm-fresh cut flowers is becoming more important each day.
AIPH’s recently published and scientific-based factsheets, for example, indicate that people who have flowers in their homes feel happier and more relaxed. Also, flowers and plants accelerate healing due to their stimulation of a positive outlook. What’s more, exposure to natural, green surroundings has shown to be restorative, based on measures such as self-reported mood, performance and attention tasks, and physiological actions that signify positive emotions and reduced stress. The presence of flowers in the home can deliver these benefits.
In this context, Green Dragon is a standard bearer of positive energy. The flower has a fresh and zesty yellow-green shade that evokes the first days of spring when nature awakens, revives, restores, and renews. Green Dragon® invites consumers to take a deep breath, oxygenate and reinvigorate. It makes people feel pure and fresh and gives them a sense of balance.
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