Selecta One and Armada formalise strategic partnership

STUTTGART, Germany: German breeding company Selecta One and Dutch based breeder Armada partner to deliver the best in chrysanthemums to customers in Colombia and Kenya.

Selecta One announced yesterday a strategic partnership with Armada, a Dutch breeder of primarily chrysanthemums, effective 1 January 2022.

The formalised collaboration will allow Selecta One to expand its breeding programme by adding  chrysanthemum genetics from Armad, which the company say, “are a valued addition to our range.”

In turn, Armada will be granted better access to the global market, Selecta One’s marketing and sales team and trial stations worldwide. “We share the common goal to expand consumer reach and enhance how customers are served by developing strong genetics and placing them into the market through out a successful supply chain, ” Gerard Lentjes, CEO of Armada said.

Armada has been dedicated to the genetic improvement and the creation of new varieties of chrysanthemums for the past 15 years and showcases a rich collection of cushions, daisies and interesting novelties.

Jordi Caballeria, Selecta cut Flowers’s General manager, said: “We are pleased with this strategic alliance that creates a win-win situation for both companies. This new partnership offers new opportunities; allowing us to launch new attractive varieties into key markets. Synergy benefits are central to both companies.”

The teams of Armada and Selecta One work towards a common objective and are confident the transition will run seamlesslly and without much difficulty.


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