Queen is aiming to redefine what it means to breed and market plants. While many in the industry talk about sustainability and consumer focus, Queen has created a structure that connects both worlds directly: a professional Trend Group that translates current and emerging plant- and lifestyle trends into tomorrow's plant assortment, and a Horti Advisory Team that ensures those innovations work in real production.
"This combination between consumer insight and grower relevance, is highly necessary to stay ahead and keep delivering a high-quality product to both growers and retail," says Emilie, Head of Marketing and Trends. "We don't just breed stronger varieties; we breed flowers that people actually want in their homes - and that growers can profitably produce."
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Trend based breeding
The Trend Group follows fashion, design and lifestyle movements across markets, ensuring Queen's assortment reflects what consumers desire. These insights feed directly into breeding decisions, influencing the colors, forms, and packaging of tomorrow's varieties.
"It's not enough to have a strong plant," Emilie explains. "It must also resonate with how people live and decorate today and in the future. That's how we create real consumer value."
All new varieties from Queen undergo seven thorough tests before being put into large-scale production. These trials measure traits such as ethylene tolerance, longevity, and endurance. But importantly, two of the tests are trend-focused, evaluating each variety for beauty and relevance to ensure that every plant adds value to the overall assortment.
© Queen Genetics
Sustainability initiatives that develop and grow over time
Another essential measure to remain relevant and continue delivering high-quality, consumer-focused products is sustainability. For Queen, sustainability is not a separate track - it is woven into the way the company grows and innovates. Every stage of production is being rethought, from how plants are protected and nurtured to how they are transported and presented in-store. The aim is clear: smarter use of resources, innovative solutions and a lighter footprint on the environment.
© Queen Genetics
Energy efficiency, more natural growing methods, and innovative logistics are already transforming how Queen operates. These changes not only reduce environmental impact but also create a more stable, efficient, and future-proof business - ensuring growers, retailers, and consumers all benefit from the transition.
"Every step we take is about making our company stronger and the industry greener," says CEO Frands Jepsen. "Sustainability for us means creating long-term value - for our partners, for consumers, and for the environment."
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A first-mover in retail solutions
Queen has also developed retail tools such as Queen Colour Space Management, which consider how the entire Queen-concept is presented and used in stores. By combining a unique assortment with data-driven insights and years of expertise in developing consumer-focused packaging, the company helps retailers increase sales and reduce in-store waste.
By blending data-driven systems with high-quality plants, Queen supports its retail partners in achieving both higher margins and a greener profile.
© Queen Genetics
Why it matters
In a market under pressure from rising costs, shifting consumer behavior, and increasing regulations, Queen's integrated approach offers something new: genetics designed with both consumers and growers in mind, retail solutions that boost sales while cutting waste, and sustainability practices that are fully documented and measurable.
"We see ourselves as more than breeders. We are becoming a knowledge- and innovations partner," Frands concludes. "We are setting the standard for what the future of flowers should look like - beautiful, trend-relevant, and sustainable."
For more information:
Queen® 
[email protected]
www.queen.dk
