14 May 2019
Stealing the show at the annual plant fair at Leiden Hortus Botanic Gardens on May 11, 2019 were Danziger’s Amore Petunias. Visitors were treated to sumptuous heart-shaped Amore displays while being offered the perfect Mother’s Day gift: a free sample of Petunia Amore King of Heart.
Flowers have always been associated with love and Danziger’s Amore™ Petunia series with their elegant white petals featuring pink hearts are the quintessential symbol of pure love.
Danziger’s promotion team was at hand to provide visitors of the plant fair with tips on how to plant, grow and care for Amore Petunias. Occupying pride of place was the latest addition to the Amore family: AMORE™ King of Heart.
“Spreading love, not selling flowers,” is the message from Liat Shemer, Global Marketing Manager at Danziger. “The petunia market is highly competitive with many new varieties entering the marketplace each year. How to capture the hearts and minds of growers, buyers and consumers alike? ‘Spreading love, not selling flowers’ resulted in a new approach to branding and marketing. As such we launched the AMORE ™ brand, a universally understood word for love.”
By participation in Leiden’s plant fair Danziger created more brand awareness about the company, its product portfolio and show-stopper Amore Petunia. The first AMORE ™ variety launched in 2016 under the name ‘Queen of Hearts’. Danziger is well aware that dynamic marketing concepts are extremely important to be unique in today’s horticulture market. The company is offering a range of merchandising materials, point of sale, posters, cultivation flyers, labels, high resolution images, logos and artwork to support all of its clients, large and small and help market AMORE ™ series.
Founded in the 1950s, Danziger is one of the world’s most innovative floriculture companies, creating extraordinary flower varieties that help customers all along the supply chain achieve extraordinary success. Powered by one of the flower industry’s largest R&D departments, and with cutting-edge propagation facilities and nurseries in Israel, Guatemala, Kenya, and Colombia, Danziger supplies elite quality vegetative material to around 1000 customers in over 60 countries. Danziger manages hundreds of varieties under Plant Breeders’ Rights. Through collaborative partnerships with growers, Danziger continuously explores new ways to capture the market’s imagination, while staying true to its roots as a family business.
The Hortus Botanicus Leiden is the oldest botanical garden in the Netherlands. The oldest part of the Hortus, dating from 1590, is the current Front Garden. It has been renovated with new plants and in 2000 a new greenhouse was added to form the Winter Garden. The Clusius Garden gives an impression of what the Hortus was around 1600, when the ties between the Netherlands and Asia were formed. The exchange of plants and knowledge between these cultures can be seen in the Japanese garden. The pride of the Hortus, Victoria Amazonica, can be admired in the Victoria Glasshouse.