Initiated by Celosia breeder Evanthia and RoyalFloraHolland, various links from the Celosia chain met last Tuesday, 31 January, at RFH in Naaldwijk during their Meet & Greet Celosia 2023.
Fiona Koning, Marion Poot and Louis Kester
Focus on growth and novelties
The current Celosia market is led by the leading series Act and Reprise, and various specialties. The classic cock’s comb is perhaps the best-known Celosia type, but there are also globular Celosias with a brain-like structure, fluffy plumes and extremely large fan flowers. The active breeding programme brings novelties with distinctive colours and appearances, and now even possibilities for year-round production. Celosia is a product group on the move and full of growth potential. Time to bring supply and demand together for an update and to explore new opportunities together.
The Meet & Greet Celosia was kicked off by Manon Poot (Product Manager Cut Flowers, Royal FloraHolland), who gave an insight into the world of Celosia with a comprehensive product market overview. Then Louis Kester (Commercial Director, Evanthia) spoke about assortment development and marketing. Since 2022, Evanthia exclusively handles global distribution for breeding company Stadsland, known for distinctive specialties and series such as Turbo and Unlimited. Stadsland’s Fiona Koning (Breeder, Stadsland) talked about the cooperation with Evanthia and highlighted 6 notable newcomers. The formal part of the morning was concluded by Roy van der Voort (Shop Manager, OZ Hami) with a presentation of points of interest from the trade.
Crazy about Celosia
A striking new development presented by Louis Kester was Crazy about Celosia. This new cheerful promotional campaign, developed in collaboration with StudioBlauw, presents Celosia as retro-trendy, outspoken, eye-catching, and a little crazy. The aim is to show the extraordinary, wide range of Celosia, to introduce the trade to the growers who passionately cultivate the varieties, and to provide inspiration and extra information about this special product group. The promotional campaign already had a soft launch last season, with the first cask collars being put into use by several growers. This spring, the Crazy about Celosia website will go live and the campaign will kick off the new season. Growers wishing to join Crazy about Celosia, or trading parties wishing to collaborate, can contact Evanthia.
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