NL: Collaborating with nature for the ultimate wow-factor

Consumers in garden centres are constantly searching for something new, something extraordinary. At Schoneveld Breeding, it's the breeders' task to develop products that capture attention in the very first moment. Breeder Sadrach Talahatu and area manager for Southern Europe Gianfranco de Leo explain how Schoneveld continues to surprise with true eyecatchers. "People need to experience the wow-factor at a single glance," they agree.

"The pot plant market is constantly evolving," says Gianfranco. "People are always looking for something new, products that catch their eye." According to Gianfranco, that's exactly what makes an eyecatcher: a product that instantly draws attention and creates a wow-effect.

Eyecatchers
Contrary to what the word suggests, an eyecatcher is about more than first impressions. "Take our Super Serie Odora Cyclamen," Gianfranco explains. "They're beautiful, but what really captivates people is their scent." He also highlights Ciao Bella, Schoneveld Breeding's Gaultheria, notable for its strength and vigor. "Eyecatchers are special. Within an existing series or a line on its own."

© Schoneveld Breeding

Mutations
These unique lines start in the breeding work of Sadrach and his colleagues. "It often begins with a natural mutation we happen to notice, a remarkable flower shape or unusual colour," Sadrach says. Then the real work begins. Exceptional mutations often appear in weaker or less visually impressive plants. "Our challenge as breeders is to combine a beautiful natural mutation with a strong plant that meets all the high standards we uphold at Schoneveld Breeding," Sadrach explains. Finding the best combination can take up to four years. After that, the plant must undergo extensive internal and external testing. It is a long, intensive process, one that places collaboration with nature at the forefront.

Sadrach looks back proudly on the development of Illusia. "We discovered flowers with inverted petals, but their performance didn't come close to the current Illusia type. At Schoneveld, we focus on strong, full plants with rounded growth and plenty of blooms, qualities that were initially absent." Through patient breeding, Illusia now steals the show. It is the perfect example of an eyecatcher that delivers a true wow-factor.

Marketing innovations
For growers, innovations like these are crucial, Gianfranco explains: "They are always looking for new products, they love novelties because it allows them to expand their assortment." He stresses that eyecatchers complement the standard range: "You need a solid basic assortment. But with unique products, both growers and retailers can increase margins and stand out."

Gianfranco recalls the first time he saw a Super Serie Dragon Cyclamen: "A stunning colour, but a terrible plant!" he laughs. "But our breeders have now made that remarkable colour accessible to everyone. It's the ultimate example of human and nature working together."

Introducing Eyecatchers
Unique products are exciting, but does the market always embrace them? "The hardest part is the market introduction," Gianfranco admits. "You don't know how people will react, whether they like it, how much you can sell, or the right price. There's no historical data and that can be tricky."

To address this, Schoneveld Breeding forms dedicated 'crop teams'. Colleagues collaborate, plan, provide feedback, and conduct tests both internally and externally. All the data gathered during this process culminates in a carefully considered, strategic market launch.

Eyecatchers at the Schoneveld Open Days
During the upcoming Schoneveld Open Days, visitors will see the full range of eyecatchers: from Djix's downward facing petals to Dragon's unique blue collection, from Crayons' colourful blooms to the fragrant Odora. All special varieties will be on display, alongside the standard products from the strongest series. Because in the end, it's all about balance: eyecatchers are a valuable addition to a strong, reliable core assortment.