19 June 2020
LISSE, the Netherlands: Fleuroselect, the international organisation for the ornamental plants industry, is proud to announce that the FleuroStar Award 2020/21 goes to Dahlia Sincerity from Syngenta Flowers. Michael Kester, Global Head of Flowers and Ronald Snijder, Dahlia Breeder accepted the prize from Fleuroselect President Karol Pawlak and Fleuroselect Secretary-General Sally van der Horst presented Michael Kester, Global Head of Flowers and Ronald Snijder, Dahlia Breeder, with the coveted award.
Dahlia Sincerity from Syngenta Flowers was competing against Digitalis Panther (Takii), Petunia Mystical Midnight Gold (Florensis), Petunia Shock Wave Purple Tie Dye (PanAmerican Seed) and Coleus Main Street Hollywood Boulevard (Dümmen Orange).
The jury stated: “What a beauty! The colour and size of the flowers truly take your breath away. Sincerity is an outstanding centre piece for larger containers and catches the eye in borders. Consumers will love the huge blooms that ensure a colour explosion for later summer flowering.”
Sincerity from Syngenta Flowers is all about giant and dazzling. This new Dahlia’s fully double flowers can reach a diameter of over 20 cm. Sincerity features a multitude of early blooms showcasing large pink and white two-toned flowers with just a touch of yellow at their centre. This newcomer is compact and well-branched, providing a well-shaped backdrop for the showy blooms. Displaying best in mid tolate summer and early autumn, this Dahlia is a smart choice for landscaping and large planters, or to fill the first holes in perennial borders. Sincerity is an excellent garden performer with massive colour impact that will convince retail and consumers for many years to come.
In line with the current Covid-19 regulations, the announcement of this year’s FleuroStar winner was during a live event open to view online. Two representatives of each participating company were invited to Floralis in Lisse for a ceremony with respect for social distancing. Over 100 people followed the show via the live stream on the Fleuroselect website and Facebook, where you can now find a recording of the show.
The new FleuroStar winner will receive considerable marketing back-up to turn its go-to-market strategy into a success. Contest organiser Fleuroselect will conduct a promotion campaign with international trade and social media and promote the new winner at trade fairs and industry events.
In total, over 30 professionals in breeding, production, trade, media, and retail evaluate each entry on point of sale criteria, such as attractiveness and commercial potential. Each jury member has seen the physical plants, either in person at the plant line-up at Takii or via one of the dedicated Zoom sessions.
Heike Gronemann, Chairman of FleuroStar Jury: “We are very proud of high-level players in the market such as Obi, Intratuin, Jardiland, Waterdrinker, Royal Lemkes, Van Dijk Flora and Royal FloraHolland are willing to assess our candidates. We are honoured that Tim Clapp from Kingfisher/B&Q and Eike Jöddicke from Hagebau have agreed to join our panel this year. FleuroStar’s success and credibility is due to the diversity and expertise of our jury.”
Pictured is Heike Gronemann, Michael Kester, Ronald Snijder, Karol Pawlak, Ann Jennen, and Sally van der Horst