Almost every consumer knows the Gerbera – as a cut flower, that is. As a pot plant, however, Gerbera jamesonii had a rather poor reputation. Quality was often inconsistent, leaving consumers disappointed and prompting retailers and growers to turn away from it. That all changed when Schoneveld Breeding introduced Gerbera Joybera. According to commercial director Niels Zoetelief, the impact was immediate: "Joybera has turned the market on its head."
"Joybera truly represents next-generation genetics," Niels explains with enthusiasm. In the past, growers had to discard too many plants, and those that did make it to retail often didn't meet quality expectations. It created a downward spiral. Niels: "One that we've broken with Joybera." Thanks to Schoneveld Breeding, a high-quality Gerbera jamesonii is now available year-round, in every region of the world.
Raising the bar for Gerbera jamesonii
Over a decade ago, head of breeding Gerard Zwiers saw the potential to do better. "He believed we could add real value," Niels recalls. "Our goal was to develop a variety that's uniform, so growers could spend less time sorting and still deliver consistent quality." One of Joybera's standout features is its flower count. Each plant starts with three blooms and easily reaches ten or more. "Combine that with an exceptionally long shelf life, and you begin to understand the excitement Joybera is generating in the market," says Niels.
Still, even a great product doesn't guarantee immediate success. "That's true," Niels agrees. "We always test a product in-house first after breeding. Only once we've proven the concept do we present it to growers, backed by our own results." Next, trials are rolled out at grower locations. Thanks to a strong global network of regional managers and growing support specialists, expert guidance is always close at hand.
A global success story
"People had confidence in the concept," Niels reflects. "They know we only launch something when it truly makes a difference. That lowers the threshold to start trials." Retailers, too, responded positively. "There was global belief in the story – it was up to us to deliver on that promise." The journey from breeding to commercial launch took several years, but now, just two years post-launch, the market has embraced Joybera.
"Market enthusiasm is huge. Joybera practically sells itself. We can barely keep up with demand," Niels says. Despite the fragmented nature of the global pot plant market, Joybera is performing consistently well across all regions – from Australia to Brazil, and from Japan to Italy, the excitement remains high. To strengthen recognition, a unique branded sleeve was introduced. "It's been a great success," Niels notes. "It helps consumers remember what they bought – and ask for it again."
© Schoneveld Breeding
With Gerbera jamesonii Joybera gaining ground worldwide, Schoneveld breeding is already looking to the future. "At the moment, Joybera is only available in popular colours like orange, red, pink, yellow and white," says Niels. "In the coming years, we'll be introducing double-flowered varieties. Two new colours – Milkshake and Sunrise, both featuring shades of pink and yellow – are currently in grower trials. We're also working on bicolours," he adds.
A broader vision for Schoneveld Breeding
Schoneveld Breeding is renowned for its cyclamen breeding. That focus is here to stay, Niels confirms: "That absolutely won't change." The company remains fully committed to cyclamen innovation, while simultaneously evolving into a broader supplier. "Launching 'just another Gerbera' simply isn't who we are. For years, Gerbera had become a product no one was waiting for – but Joybera has become a global success story. We identify where we can make a difference, and then we go all-in. That's how we continue to add value, now and into the future."
For more information:
Schoneveld Breeding
[email protected]
www.schoneveld-breeding.com
