On Thursday 13 June, novelty Dahlia Maxi Starburst Pink won the FleuroStar Award. A jury of thirty chose Florensis' anemone-type dahlia as the winner among five nominees.
Trade Marketer Marjolein Kuyucu-Lodder and Florensis Sales Manager Hagen Kalläne were presented with the award by Fleuroselect chairman Marc Driessen of Beekenkamp Plants. Dahlia Maxi Starburst Pink is the successor to Sundaville Double blush pink by MNP Suntory, last year’s winner, making the dahlia the fifteenth FleuroStar Award winner.
Earlier that night, CEO Per Klemm of Selecta one remembered that, during Covid, growers could sell anything: demand was high, and plants left the greenhouse still green. “The market is different now,” he said, “but plants have one advantage: plants are emotion. What counts is consumers' emotions, not our emotions. The next step in breeding is to understand what consumers want.”
