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| Rare rose mutation promises a lucrative niche market | |
| In 2008, a mutation of a variety crossed with another hybrid was discovered in Southern France by Meilland and has been called ‘Exciting®-M’. This highly unlikely mutation has resulted in a genetic deviation that, due to its distinct and unusual characteristics, is being developed and propagated to realize a potentially lucrative niche market. www.excitingM.com The main ‘exciting’ characteristic of this deep red rose variety is that after cutting and placing on water, a new bud or buds develop from within the flower and develop into a new smaller flowers, creating a tiered structure. If this novel feature does not prove as popular with consumers as it might, certainly the long vase-life of up to 3 weeks should do the rest. If a piece of the stem is cut-off after a week on water and the water renewed, it is claimed that the flowers will last even longer. Production and development of the product is taking place in Holland as a joint project between Meilland Nederland and Henk Baltus Bloemenexport BV as exclusive distributor. The product is already available in small quantities and will eventually become available all-year-round. The marketing and promotion of the product is being directed essentially towards a new transparent presentation packaging for retailers that also gives great prominence to the highly marketable name of the variety. Three cut-flowers will be included in each confection and initially the product will be available to consumers through a limited number of exclusive florists in the cities of Amsterdam, London, Berlin, Paris and Moscow. ‘Exciting®-M is protected Meilland variety (Meikerdobler). For further information: Meilland Nederland, Fax 0031 172506675, E-mail: meilland@meilland.nl www.meilland.nl or Henk Baltus, Fax 0031 297341892, info@baltus.com www.bakltus.com |
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