Fleuroselect, the international organisation for the ornamental plants industry, is proud to announce that the FleuroStar Award 2022-23 crown is for Petunia grandiflora Bee’s Knees from Florensis. Hagen Kalläne, Retail and Marketing Manager and Marjolein Kuyucu-Lodder, International Product Marketeer, accepted the prize from Fleuroselect President Karol Pawlak and Secretary General Ann Jennen.
Petunia grandiflora Bee’s Knees from Florensis was competing against Alstroemeria Colorita® Claressa (Royal van Zanten), Begonia rex SpaceStar Maia (Beekenkamp), Calibrachoa x hybrida Fancy Francy (Selecta one), Dahlia hybrida Hypnotica® Rose Swirl (Dümmen Orange), Iberis x hybrida Mermaid Lavender (Syngenta Flowers) and Tropic Lantana Ibis (Brandkamp).
The jury agrees this is: “A new benchmark for Petunias in an incredible eye-catching yellow! One can’t really imagine the intensity of this colour in photos, but when seen in real life the radiance of the flowers is amazing. Its weather tolerance makes this novelty special, and it has a good presentation in small and bigger pots. Petunia grandiflora Bee’s Knees will extend the colour opportunities within the Petunia variety.”
‘Bee’s Knees’, the name of the latest Petunia of Florensis, is inspired by the no-nonsense American expression indicating excellence and high suitability. This newcomer presents an abundance of intensive yellow flowers, offering a high-impact show all season long. Bee’s Knees are heat tolerant, thrive in rainy conditions and maintain their beautiful colour throughout the summer. Growers will appreciate the outstanding branching, which ensures nicely filled plants.
The masses of intense, yellow flowers are guaranteed to generate impulse point-of-sales while consumers will appreciate the versatility of Bee’s Knees.
Whether planted in containers or the landscape, the extraordinary garden performance will excite both novice gardeners and expert landscapers. Bee’s Knees is the ideal partner for your outside space!
An independent panel of over 30 expert judges from within the industry – breeders, young plant producers, growers, retailers, trade journalists and marketing experts – scored the varieties on visual impact at the point of sale and commercial potential. Each jury member has seen the plants in close proximity at one of the eight locations that exhibit FleuroStar entries during FlowerTrials® in The Netherlands and Germany.
Gerard Werink, a member of the FleuroStar Jury, says: “The hybrid judging system with local and online judging proved remarkably efficient over the past two years. But we are thrilled that each member of our international jury could see the plants in real life this year. We are grateful that key players such as B&Q, Obi, Intratuin, Blumen 2000, Jardiland, Waterdrinker, Royal Lemkes and Royal FloraHolland evaluate our candidates. The diversity and expertise of our jury contribute to the continuous success and integrity of the FleuroStar Award.
The FleuroStar Award Evening took place on 16 June at Dümmen Orange in De Kwakel (NL). Approximately 100 guests from a cross-section of the international industry enjoyed a networking dinner, learned more about all participating varieties and attended the announcement of the new winner first-hand.
Petunia grandiflora Bee’s Knees will receive considerable marketing support to turn its go-to-market strategy into a success. Next year, 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.
Other key industry players are also offering support to market the FleuroStar winner. Waterdrinker, a major Dutch wholesaler selling to international garden centres and florists, will provide premium product placement for 3-4 weeks at its Green Trade Center next season. Pull Position, a marketing agency specialising in retail promotion, offers a tailor-made marketing project. DeschPlantpak will dedicate a lifestyle photoshoot and matching pot layout in their design studio to the new winner.
The FleuroStar Contest is held annually during the FlowerTrials® in week 24 in The Netherlands and Germany. The competing varieties are grown by the entering companies and, in 2022, were displayed at eight contest locations to generate maximum visibility. All FlowerTrials® visitors can see the competing entries at close range.