The 20th anniversary of Toscana Pelargonium

Toscana Pelargonium has been a household name in the horticulture sector for 20 years. Ten years ago, the genetics came into the hands of Florensis and Perry van der Haak. Today the organizations are Pelargonium market leaders within Europe. The joint forces of Florensis and Perry van der Haak have led to a true metamorphosis in terms of branding. Florensis takes the growers along in the innovative Toscana brand story with a spring campaign around the brand. 

Toscana under the wings of Florensis and Perry van der Haak
Together with American company Ball, Perry van der Haak and Florensis took over the complete Toscana product range from German nursery and manufacturer Silze GmbH & Co. KG in 2012. With the takeover of genetics and series from breeder Endisch in 2017, species and varieties were added to Toscana that are complementary to the brand. Florensis CEO Leo Hoogendoorn says: "We have had Toscana under our belt for 10 years now, and we have always remained true to the brand's original proposition - to supply high-quality pelargoniums. The acquisition of Toscana Pelargonium, the product innovations that followed, and the Endisch genetics acquisition have led to Florensis now being the market leader within Europe."

Branding Toscana
The takeover of Endisch genetics was the right moment for a rebranding of Toscana Pelargonium. A new logo was created, and the catalog was given a new look and feel. The renewed brand story also included a clearer segmentation of the Pelargonium product range.

The deep red cover is the first thing you notice about the new Toscana catalog. The idea behind it is that Florensis wanted to create a meaningful concept with a contemporary, minimalist yet warm look. The earthy red hue is associated with terracotta pots, red wine, a big plate of spaghetti bolognese, and the colors of some classic Pelargonium varieties.

La Dolce Vita
The definition of Toscana is gentle, wide landscapes with warm earthy colors, simplicity, and sunlight. The brand really is a lifestyle, representing “La Dolce Vita,” the good life. Flowers are a form of luxury that always makes life better. These are often connected with a rich table, a lush garden party, or just a simple romantic dinner for two. The phrase at the beginning of the Toscana catalog sums it all up: “Toscana is La Dolce Vita” – Men, Women, Love, Food, Wine & Flowers – that’s all you need! Every year our catalog cover represents one of the elements of this “good life” theme.

Flower Trials
At the upcoming FlowerTrials® from 14 to 17 June 2022, growers are welcome to come and admire the current and newest Toscana Pelargonium assortment at Florensis and Perry van der Haak. Of course, in addition to the Pelargonium assortment, other Solutions are also in the spotlight, such as Petunia Bee's Knees, Calibrachoa Cabaret®, Mandevilla Diamantina®, and Lavandula Lovers.

For more information:
Langeweg 77-85
3342 LD Hendrik-Ido-Ambacht
T: +31 78 623 3200
F: +31 78 610 4411


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