Floribusiness Top of ornamental breeding industry gathered in Barcelona

    Top of ornamental breeding industry gathered in Barcelona


    During the 49th Fleuroselect Convention, the main international pot and bedding plant breeders, young plant producers and distributors met in Barcelona. Over 100 participants from 14 countries made the journey to the Catalonian capital to discover the local ornamental market and to network with colleagues and friends.

    Grup Roig

    Host of the event was Grup Roig, Spain’s biggest independent young plant producer.  A family company in its third generation, Grup Roig now mainly acts as a rooting station for the Spanish growers.

    In addition, the company has a strategic cooperation agreement with the German breeder Selecta one and a sales agreement with the Spanish distributor Viveros Pereira and French distributor Graines Voltz.

    Especially for the Fleuroselect Convention, Marc Roig, Ignasi Calvo and team laid out a container trial field to show their commercial assortment to the Fleuroselect delegates. The complete current Fleuroselect trial comparing brand new, not yet introduced breeding achievements to existing varieties in the market had also been planted out together with over 20 Fleuroselect Gold Medal winners.


    The programme also included a visit to the Plantinova trials. Lluis Masvidal, General Manager of Plantinova presenting the company’s skills as a licensing office and trial station for the Mediterranean area.

    Spanish market

    Ignasi Calvo, Commercial Director of Grup Roig, provided detailed insights into Spanish consumer habits. Due to challenging economic conditions such as high unemployment rates and low salaries on the one hand, and living conditions in apartment blocks with limited outside space on the other hand, the Spanish market for flowers and plants is rather limited.

    Spain counts 2086 nurseries with a total production area of 6.664 ha. and a total production value of EUR 770.000.000. Specialised garden centres are few and sales are flat, plants mostly being bought at supermarkets or in the green corners of the DIY chains.

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