'Spirit of the Times translated to tailor-made solutions'

FLORAHOLLAND (press release - March 8, 2006) - For the sixth successive year, FloraHolland has presented six FloraHolland Awards on March 7, 2006 in two categories: "most promising novelty" and "most successful market introduction". FloraHolland novelty product manager Xander Berents: "This year, the judges looked particularly at the commercial value of the products and therefore, if a product just looked different this played a less prominent role."

The central theme of the 2006 FloraHolland Award presentations was "Spirit of the Times translated to tailor-made solutions." Consumer analyst Sandra Könings, who is closely involved in FlorConcepting, among other things, talked about this in her presentation. She emphasised the important role played by emotions when people buy a product. "You will only tempt consumers if your product evokes emotions," Ms Könings said. "Do something with your product that can entice the end customer, but at the same time, make sure you know who your end customer is and what he, or in most cases, she, likes. Grow emotion, as it were."

Most promising novelty
In the "most promising novelty" category, the judges assessed the novelties on the basis of what they could be used for and their promotional value. They also commented on the susceptibility of a product to trends. The panel of judges this year comprised, among others, TV presenter Rob Verlinden, consumer analyst Sandra Könings, journalist Karel Verdonschot of "Tuinzaken/Pook" and some buyers. The award for most promising novelty is presented to a new type of product or a new cultivar that clearly stands out from the existing range in the cut flower, indoor plant and outdoor plant product groups. They are products that still have to prove themselves in the market.

The winners of the 2006 FloraHolland Awards in the "most promising novelty" category are:
Most promising novelty - cut flowers - category
Improver: Terra Nigra B.V. in Kudelstaart
Supplier: Gebroeders P. & J. Weijs and Jan Eeuwes B.V.
Product: Gerbera 'Gerrondo'
Verdict: According to the judges, a patently obvious winner. The product is commercially interesting. Because of its strong form, this is a real eye-catcher in a bouquet. This is due especially to the large number of petals that make this flower look very flowery. However, good promotion is required because this is once again one of the many Gerberas.

Most promising novelty - indoor plants - category
Supplier: Van der Arend Tropical Plant Center in Naaldwijk
Product: Pineapple 'Xanda'
Verdict: This product can be applied to a very broad target group. The element of surprise is created especially by the unexpected red colour. This causes this plant to fit in perfectly with current interior trends. However, the judges did feel it was important for the plant to be introduced while in full bloom. The fact that the plant will do well anywhere in the house is also something that needs to be emphasised.

Most promising novelty - outdoor plants - category
Supplier: F.J.M. Meeuwisse uit Erica
Product: Clianthus puniceus 'Red Kakatoo'
Verdict: The judges felt this product really looked different and tropical. The plant is winter hard and a very early pot