FleuroStar winner Begonia I'Conia doubles cutting production

After winning FleuroStar last June, Begonia I'CONIA Aroma Peach is gearing up for the upcoming season. Breeder Dümmen Orange has doubled the sales forecast and upscaled the cutting production of the FleuroStar winner accordingly to meet the high industry demand. From 3-5 November, I'CONIA Aroma Peach will be on display at the Fleuroselect booth at the Royal FloraHolland Trade Fair in Aalsmeer (NL).  

High industry demand
Alexander van der Kaaij, Senior Product Manager Bed & Balcony at Dümmen Orange: "In addition to upscaling our production, we have also invested time and energy into bringing the fragrance story across at point of sale level by inviting retailers to visit our gardens and smell the sweet scent themselves. Meanwhile, our sales numbers continue to go up. I am predicting a very successful season for I'CONIA Aroma Peach and I am looking forward to seeing our winner display in the Fleuroselect booth at the Trade Fair in Aalsmeer."

Inspirational video for garden centers and florists
To accompany the go-to-market strategy of the FleuroStar winner, Fleuroselect and Dümmen Orange have jointly created a dedicated video to support distributors at retail level. Its function is double: on the one hand, florists and garden centers can use it as inspiration for an original store presentation or local workshop, on the other hand, the marketing teams of garden centers or DIY-chains can use this video to promote Aroma Peach via their websites and social media channels. 

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