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Royal Van Zanten and BreierCross join forces in carnation

Royal Van Zanten and BreierCross have decided to join forces in the marketing, sales, and production of BreierCross carnation genetics in the EAME region (Europe, Africa, and the Middle East). The focus will be on East Africa because of the increasing demand from growers. "Carnations are on the rise as popular flowers for consumers and offer a unique set of colors and shapes for bouquets."

Strong collaboration
Royal Van Zanten will start to market BreierCross spray carnation assortment for customers in Europe, the Middle East, and Africa. BreierCross has a strong carnation assortment with a proven track record in both the Colombian and Asian markets. However, so far, it has a small track record in the EAME region. The fact that Royal Van Zanten has a strong commercial organization in this market makes this cooperation a logical strategic choice.

This collaboration is beneficial for both parties. BreierCross will be able to market its genetics in the EAME region without having to set up its own production and commercial organization. At the same
time, Royal Van Zanten will benefit from adding a strategic crop to its strong portfolio of cut flowers to meet customers’ needs.

Ilan Breier, selecting new codes in the first selection.

Matan Be'er, BreierCross CEO: “I believe that the combination of the strong position of Royal Van Zanten in the cut flowers market with our varieties which are the fruits of our independent breeding program, can create a great advantage in the carnation market."

Joost Kos, Director of Research & Development, Royal Van Zanten: “The innovative and passionate people at BreierCross makes a perfect match with our staff and ambition to grow our portfolio with this strategic crop. Together we are well positioned to serve the carnation growers with the best in class genetics.”

Standard and spray carnation in East-Africa
Carnation is an interesting crop because it travels well and is, therefore, interesting for growers in East Africa. The fact that carnation is propagated via cuttings makes this crop a good match for Royal Van Zanten. "The cuttings will be produced locally and marketed through our distribution network. The production of cuttings has started, and we are ready to supply the first cuttings from the 1st of July, 2023. Our focus will be on spray carnation at the start. Over time we will add standard carnation to our offering."

For more information:
Royal Van Zanten


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