The FleuroStar Award 2021/22 goes to Begonia Aroma Peach from Dümmen Orange. “Aroma Peach displays a true abundance of double, bi-coloured flowers, which are so elegant and charming. The excellent plant habit and subtle fragrance turn this Begonia into an outstanding eye-catcher for any terrace or garden”, the jury stated.
This year’s FleuroStar winner was announced during a hybrid event. Two representatives of each participating company were invited to Floralis in Lisse for the ceremony. The remainder of the membership and international industry viewed the show via a livestream.
Begonia I’CONIA Aroma Peach will receive marketing back-up to turn it into a success. Contest organiser Fleuroselect will conduct a promotion campaign with international trade and social media. They will also promote the new winner at trade fairs and industry events.
Premium product placement
Also other industry players are offering support to FleuroStar. Waterdrinker, major Dutch wholesaler selling to international garden centers and florists, will offer premium product placement during 3-4 weeks at its Green Trade Center next season. Stokvis, the production house behind various Dutch gardening television programmes, will feature the new winner in its star television show ‘de Grote Tuinverbouwing’.
Pull Position, a marketing agency specialised in retail promotion, offers a tailor-made marketing project. DeschPlantpak will dedicate a lifestyle photo shoot and matching pot layout made by their design studio to the new winner.
Heike Gronemann, Chairman of FleuroStar Jury: “We are very proud of the fact that high-level players in the international market such as Obi, Intratuin, Jardiland, B&Q, Blume 2000, Waterdrinker, Royal Lemkes, Emsflower and Royal FloraHolland are willing to assess our candidates. FleuroStar’s success and credibility is due to the diversity and expertise of our jury.”
The FleuroStar Contest is held annually during the FlowerTrials week in June in the Netherlands and Germany. Fleuroselect members can enter their top breeding breakthrough of the season to become the new ‘Winner with the Wow Factor’. Due to the cancellation of the FlowerTrials, the Contest was held in a hybrid format this year. In addition to the digital candidate promotion via the trade press and socials, physical promotional displays have been set up at Syngenta Flowers and Florensis in week 24.
Begonia Aroma Peach from Dümmen Orange was competing against Pelargonium Estelle Appleblossom (Florensis), Petunia Fun House Potpourri (Syngenta Flowers) and Verbena Mr. LavaLava (Selecta one).