Royal Van Zanten and BreierCross ink partnership agreement in carnations

Dutch-based ornamental plant breeder and propagator Royal Van Zanten and BreierCross from Israel have inked a partnership agreement under which BreierCross will market its carnation genetics in the EAME (Europe, Africa and the Middle East) region. At the same time, the deal allows Royal Van Zanten to add another strategic and increasingly popular crop to its extensive cut flower portfolio.

The partnership agreement focuses on East Africa because of the increasing demand from growers. Carnations are on the rise as popular flowers for consumers and offer a unique set of colours and shapes for bouquets.

Royal Van Zanten will start to market BreierCross spray carnations for its customer base in Europe, the Middle East and Africa.

BreierCross has a strong carnation assortment and a proven track record in Colombian and Asian markets. However, it has a small track record in the EAME region. The fact that Royal Van Zanten has a strong commercial organisation in this market makes this cooperation a logical strategic choice. This collaboration is beneficial for both parties. BreierCross can market its genetics in the EAME region without setting up its production and commercial organisation. At the same time, Royal Van Zanten will benefit from adding a strategic crop to its strong portfolio of cut flowers to meet customers’ needs.

Matan Be’er, BreierCross CEO, says: “I believe that the combination of the strong position of Royal Van Zanten in the cut flowers market with our varieties which are the fruits of our independent breeding programme, can greatly benefit in the global carnation market.”

Joost Kos, Director of Research & Development, Royal Van Zanten: “The innovative and passionate people at BreierCross makes a perfect match with our staff and ambition to grow our portfolio with this strategic crop. Together we are well positioned to serve the carnation growers with the best-in-class genetics.”

Carnation is an interesting crop because it travels well and is, therefore, interesting for growers in East Africa. Because carnation is propagated via cuttings, this crop is a good match for Royal Van Zanten. The cuttings will be produced locally and marketed through our distribution network. Cuttings production has started and is available from the 1st of July 2023. Initially, the focus will be on spray carnation, adding standard carnation later.