The 20th edition of the FlowerTrials was a great success . Fifty - nine companies enter , and the event attracted thousands of visitors . " Over time , the FlowerTrials have become one of the most important events in flower gardening . Twenty year ago , a handful of player welcome a simple 100 visitors . This year , thousands of visitors from around the world visited the FlowerTrials to discover novelties and build new relations . " say Rob van der Helm , Marketing Manager at Van Zanten Breeding .
Rob van der Helm ( right),Marketing ManagerVan Zanten Breeding during the FlowerTrials 2024
How it all beganSince the FlowerTrials ' early daytime , Rob has enter , representing several company . The first version resulted from a cooperation between Royal Van Zanten , Florema YoungPlants ( now Beekenkamp ) , Danziger , Moerheim ( now MNP ) , and Fides ( now Dümmen Orange ) . Twenty years ago , Rob was one of the organizers of the first ever FlowerTrials . From 2008 until 2015 he was in the FlowerTrials board and helped to establish an official understructure . The foundation inspired the participating companies to charter in joint merchandising and a visitant registration organisation . " From then on , the number of participant get to grow . In 2015 , the event had become so popular and successful , that we enquire Fleuroselect to organize it " , Rob recalls .
ask about the winner factors of the result , Rob allege : " The event is exactly at the right meter of the year . Week 24 tend to be a comparatively quiet week for agriculturalist , which countenance them to showcase their portfolio . It is a great chance to connect with parties that we would n’t normally get to know . Over the last few years , other events like the Dutch Lily Days , and GreenTech have complement the FlowerTrials in workweek 24 . "
Royal Van Zanten receive many visitors during the FlowerTrials .
Attention for sustainabilityVisitors to the Royal Van Zanten emplacement are increasingly concerned in sustainability . Rob : " Sustainability is a priority for our breeders and product development . It is what the securities industry is increasingly asking for . This yr , we put in more sustainable variety like our new pot chrysanthemum ' Jelly Fish ' , and we are shifting to more sustainable packaging and cultivation method . At the FlowerTrials , we released our 2nd Environment , Social , and Governance ( ESG ) write up . The report presents and monitor our sustainability scheme . It is our province to inform the market about our crusade in this orbit , and we may inspire others to do the same . Attention for sustainability will only increase in the future . "
' Jelly Fish ' pot chrysanthemums
Preparing for approaching editionsRob retrieve that the FlowerTrials could become even more relevant with an increase emphasis on of import vogue and instauration . Rob : " Royal Van Zanten ’s ' Data Driven Breeding Strategy ' event in varieties that meet grocery demands . Our novelty ' Jelly Fish ' is appreciated for its appearance , and because it is an answer to the need for varieties that can be grow more sustainably .
In addition to our novelties , we work on other project such as our brainchild platform ' What ’s B(l)ooming Today ' . It shares the stories behind our plants and flowers . Another good example is the bill source that garden centers can employ to inform their customers . This type of innovation is less obtrusive , as visitor usually focus on the unexampled colors and contour of our gewgaw . It would be neat if we could make FlowerTrials visitor cognisant of this character of developments . The information that visitors welcome prior to the FlowerTrials might be an instrument for that . "
The ' What ’s B(l)ooming Today ' chopine
Although the detritus has not yet settle on this yr ’s variation , the Royal Van Zanten squad is already preparing for next year . Rob : " Next year , we will focus on co - founding . We will shine the public eye on first step that we create in partnership with others . We will also increase our focal point on sustainability . We have been working on it for years , and need to make our impact more seeable to the public . "
For more info : Royal Van ZantenLavendelweg 151435 EW Rijsenhout , the NetherlandsTel . : +31 ( 0)297 387000www.royalvanzanten.com
