World first for the dark days of winter
Luminous roses and plumed
chrysanthemums were auctioned for the first time. These cut flowers "light up"
in the dark and are marketed under the brand name of Glowing Flowers. For a
moment, the lights went off in the galleries in the auction halls so buyers
could see for themselves what the Glowing Flowers look like when they reach the
consumers.
'Charging'
The flowers undergo special treatment, after
which they are exposed to daylight or "black light" for a while to "charge"
them. After that, the flowers glow in the dark for quite some time. The
treatment has no effect on the lifespan of the flowers. In ordinary daylight you
cannot see whether the flowers have been given the special treatment. That's why
you can recognise the product by a sticker or label on the cover.
Supplier and growers
G. de Koning BV, based at Trade Parc
Westland, has obtained the exclusive right to use the new patented dye on
ornamental flowers and plants. The company can also give other white or
pale-coloured flowers this colour treatment. More information can be found at http://www.glowingflowers.nl/.
The
Trendyroses Nursery in De Lier sells the rose varieties 'Sofie' or 'Avalanche+',
while the Personality Nursery in Monster sends the 'Anastasia' chrysanthemum to
the clocks. Every day, at least one trolley of each of these two types is
auctioned off in the spotlighted block.
Glowing flowers meet the market demand for
innovative new products and, for instance, fit in with the 'bling-bling' trend.
The glowing products are expected to do especially well in southern and eastern
Europe.
About FloraHolland
At FloraHolland, ornamental flowers and plants are sold via the auction clocks
and via the Intermediary Office (contract sales). FloraHolland has annual
sales of 1.9 billion euros. Market leader FloraHolland has five auction locations
spread around the country. These are situated near ornamental flower and plant
production regions, in Naaldwijk, Rijnsburg, Bleiswijk, Venlo and Eelde. FloraHolland
employs a total of nearly 3000 people.
|
;)
|
;)