01 November 2021
WESTLAND, Netherlands: After winning FleuroStar last June, Begonia I’CONIA Aroma Peach is gearing up for the upcoming season. Breeder Dümmen Orange has doubled the sales forecast and upscaled the cutting production to meet the high industry demand. Last week, I’CONIA Aroma Peach was one of the stars of the Fleuroselect booth at Royal FloraHolland’s Trade Fair Aalsmeer.
Alexander van der Kaaij, Senior Product Manager Bed & Balcony at Dümmen Orange says, “In addition to upscaling our production, we have also invested time and energy into bringing the fragrance story across at point of sale level by inviting retailers to visit our gardens and smell the sweet scent of this wonderful winner themselves. Meanwhile, our sales numbers continue to go up. I am predicting a very successful season for I’CONIA Aroma Peach and I am looking forward to seeing our winner display at the Trade Fair in Aalsmeer.”
To accompany the go-to-market strategy of the FleuroStar winner and support distributors at the retail level, Fleuroselect and Dümmen Orange have jointly created a dedicated DIY video. Its function is double: on the one hand, florists and garden centres can use it as inspiration for an original store presentation or local workshop, on the other hand, the marketing teams of garden centres or DIY-chains can use this video to promote Aroma Peach via their websites and social media channels. You can view the video HERE