07 February 2022
MIAMI, USA: Royal Van Zanten and The Queen’s Flowers, two of the world leaders in floriculture, have joined forces to create a brand new flower. Conceived around the shared principles of innovation and increased value at retail, the Astronova® is a flower with a unique look and an above-average vase life.
The collaboration that led to the Astronova® began two years ago. Inspired by the brightness of the cosmos and the deep, rich pallets of Baroque-era paintings, Royal Van Zanten and Queen’s wanted to craft something whose appearance evoked a sense of history and a spirit of exploration. That duality informed every decision along the way. The Astronova® is both dark and bright, both science and art, and, most importantly, both Royal Van Zanten and The Queen’s Flowers.
Maarten Goos, CEO, Van Zanten Breeding B.V. says: “This collaboration is key to continuously validating and strengthening the value propositions of Astronova® in the marketplace. We feel privileged to be working with The Queen’s Flowers to make it an overwhelming success.”
With its striking colours, lush stem, and dynamic shape, the Astronova® is a bold step forward. It is distinguished not only by its look and longevity but by its uncommon versatility – it can function equally well as a focal, standalone flower or as part of a bouquet. This was part of the mission as well, to offer consumers something they would not only want to purchase but that would spark their own creativity.
Herbert Jordan, the CEO, of The Queen’s Flowers, says: “There are many beautiful flowers on the market – we wanted to work with Royal Van Zanten to craft something that would not only be eye-catching but would engage customers on a deeper, artistic level and perhaps inspire new ways of seeing.”
Royal Van Zanten and The Queen’s Flowers have accomplished something together that neither would have ever been able to do alone. This is a watershed moment for both companies and for the industry at large, as it exemplifies new possibilities in terms of product and process. It is thrilling to finally be sharing the Astronova® with the world, but our work is far from over.
There are more colours to come in the near future. We are just getting started…
Astronova® is a patent-pending product and will be available for purchase in the US starting this month.