Queen® Genetics has been growing over the last years, not only in assortment but also in size. Most recently, they expanded their business and established their own presence in North America. On top of that, they are moving to a more digitalized way of product and customer handling and continue to set new quality standards. They have become more than a regular supplier of cuttings. In this article, Christian Nissen, the CEO of the newly established Queen Genetics Canada Inc. and Queen Genetics USA Inc., tells us more about it.
Customized delivery options in North America
From the office and organization in Ontario, North American customers are offered efficient and customized solutions within the Queen Genetics assortments of Kalanchoe, succulents, and Euphorbias. “With this new expansion, Queen Genetics can offer an agile, flexible, and customer-oriented service that extends through numerous entry ports in USA and Canada. Multiple value-adding activities are handled within the corporation and ranges all the way from the production of cuttings in Türkiye and Vietnam to R&D and crop experts in Denmark through to compliant local import and efficient distribution and customer service in USA and Canada.”
“By expanding into North America, we have ensured that all value-adding activities are being managed with a Queen professional involved at every stage of the supply chain. This we have done, striving to add the most value to our North American customers by offering a continuously optimized assortment along with the newest R&D and product-specific technical support to all Queen Genetics customers. With our North American venture, we have invested and built on our capabilities, and we believe that our customer-oriented and focused strategy will continue to grant us a robust and significant position in the market.”
Digital platform gives growers unlimited and customized access
Queen Genetics is also moving towards a more digitalized way of product and customer handling. Digitalization has always played an essential role in optimizing Queen Genetics’ own production facilities and ways of working, and their development team is always paying attention to new initiatives and improvements. “Right now, our online portal, SmartGrower, has proven to add great value to our customers worldwide. The SmartGrower portal has recently been launched on a full scale in North America, and this is something we are very keen on presenting to our customers. We believe that a digital portal that captures the needs of professional growers will be of high value to us and to our customers going forward.”
SmartGrower allows customers to download and have unlimited access to proprietary growing information, product-related information, images, and an intuitive ordering system. “The platform makes it possible to find all information and material in one place using a customized login. The integrated ordering system provides access to real-time data, short-term availability, and already-placed orders for a swift and reliable overview of all active orders. Customers can review, modify, and place new orders 24/7 without any assistance. The objective of offering SmartGrower is to contribute to greater value, easy technical knowledge-sharing, and better support.”
Constantly setting new quality standards
Queen Genetics has more than 50 years of experience within the industry. The R&D department constantly sets new market standards for innovative varieties, crop quality, and growing conditions. They are responsible for raw materials, quality control, testing, and implementing new plant technology. For almost 20 years, the team has been breeding for ethylene resistance, resulting in faster sales and less waste. Retailers, wholesalers, and garden centers in Europe selling Queen products have experienced increased sales in stores by 25% and reduced waste by 50%.
“During transportation and also when placed next to the fruit and vegetables at the retailers, ethylene-sensitive flowers start to close and even wilt. Queen Genetics varieties do not. The flowers stay beautiful, open, and fresh for longer, making the consumers more likely to buy them. It reduces waste and makes it a more sustainable flower choice.”
More than just a regular supplier of cuttings
Queen Genetics is proud of supplying healthy cuttings, reliable growing instructions, and professional support in all core areas to growers from more than 75 countries worldwide. “We are not only a reliable supplier of Kalanchoe, Succulent, and Tiara Euphorbia cuttings. We offer weekly customized logistics solutions, as well as technical knowledge sharing and sales support tailored to the needs and requirements of our customers’ facilities. We employ highly skilled staff in all core areas, such as plant propagation, cultivation, selling, and marketing. Therefore, all our genetics have been thoroughly tested in our own production environment and in a commercial context, enabling us to vouch for our quality.” Queen Genetics wants to improve the value of every single product by adding value throughout their entire supply chain. “We will always try to ensure that growers, retailers, and consumers have a fantastic experience working with Queen Genetics.”
For more information:
A/S Knud Jepsen