Dümmen Orange and Hishtil join forces for Basewell® promotion

DE LIER, Netherlands: Dümmen Orange and Hishtil recently signed a Memorandum of Understanding (MoU) for joint collaboration on promoting bare-rooted cuttings under one single brand: Basewell®. According to Dummen Orange the partnership will give growers access to ‘the best of both worlds’: unsurpassed genetics and the innovative rooting technology of Basewell® that promises to simplify processes, optimise space, and save labour.

Dümmen Orange made its Basewell® annual and perennials commercially available to the North American market in 2018. This year, Dümmen Orange launched its annuals to the European market. Other Dümmen Orange Basewell® products are on their way. Dümmen Orange is focusing on broadening the Basewell®  product offering by collaborating with new partners like Hishtil in order to add more options and diversity to the assortment from which growers can choose.

This new MoU will lead to the following results:

• Dümmen Orange and Hishtil will set up a joint standard of product specifications, to assure consistent quality of all Basewell® products to their customers.
• The MoU is effective as per season 2020. Hishtil will start applying Basewell® to its production and product labelling.
• A whole new range of Basewell® herbs-products from Hishtil will become available to the North American market.

Amit Dagan, General Manager with Hishtil, regards this opportunity as a strategic next step, “Basewell® fits Hishtils’ mission perfectly to provide horticultural solutions by utilising innovative and economic technologies based on cutting edge knowledge and technology. We are excited to be able to have our products offered in this new form. We see this as being another solution to meet our customers’ needs.”

Basewell® is a rooting technology for growers utilising an off-shore propagation process to deliver bare-root cuttings directly to the grower.

Olivier Aretz, Managing Director Product Teams & Strategy with Dümmen Orange adds, “The Basewell® family is growing and becoming the standard in the market for bare-rooted cuttings production. Our customers will benefit from this new collaboration because it gives them access to a wider range of products, making it more attractive to them to invest in their business by starting to apply Basewell® to their production processes.”

Pictured left to right: Eyal Inbar, Export Sales Manager Hishtil and Arjan Kaaks, CFO Dümmen Orange.