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Belgium: Azalea shines at open day FlorAmor & Hortibreed

FlorAmor and Hortinno, two of the major azalea companies in Europe, yesterday opened their doors to the public. After having been forced to operate behind the scenes for a while, like everyone else, the moment had finally come to present the latest developments and product innovations to customers.

A lot of people were present. Photos courtesy of Tom Gorré, makeID

Center stage at the FlorAmor company in Moerbeke was, of course, for the two main brands Flandresse and Hortinno. There is news about both azalea brands, the first from FlorAmor itself, the second from breeder Hortinno.

Christoph Stevens talking to customers

New labels for the Flandresse are in the making, as well as a new website on which consumers can find out everything about the plants by means of QR codes on the pots. The Hortinno azalea for indoors, in turn, was recently tested extensively for its ability to improve indoor air quality. The results were extraordinary, breeder Stefan Laridon tells us, a fact that is also eagerly seized upon in marketing. In combination with 'guaranteed 50 days of flowering' and the fact that the plants are not only green but also bring colour into the house, an extra sales boom is inevitable this autumn.

Plants from the Flandresse range

As you can see, the petals serve as flavouring for this Belgian Tripel

Besides the azalea, FlorAmor paid special attention to its own breed of the Clivia. Here too, two new colours were presented. The plant's flowers are usually orange, but the grower now has them available in two new colours: yellow and white lip (orange with white).

Stefan Laridon posing with his beautiful car

"Just as Hortinno stands for craftsmanship and innovation, the same applies to this beautiful car with its oak chassis and CO2-friendly engine", Stefan, who is also a car enthusiast, knows. Hence the eye-catcher, a perhaps somewhat sought-after but nevertheless inspiring link to the plants, which simply do not bloom at this time of year.

Christoph Stevens

The turnout was good and the grower was pleased to have visitors throughout the day. A food truck provided everyone with (Belgian) snacks and drinks.

The food truck

On tour through the greenhouses and container fields (below)

For more information:
Christoph Stevens

Steven Laridon

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