Begonia Hybrid Wins FleuroStar Award

The begonia hybrid ‘Miss Malibu’ from Dümmen Orange has been named the recipient of the FleuroStar Award. Nadine Rijk, breeder of Miss Malibu, and Josep Maria Padrosa Benet, product manager, accepted the prize from FleuroStar Committee Chairman Heike Gronemann and Sally van der Horst, secretary general of Fleuroselect.

The winner was announced at the Green Inspiration Event on June 16 in Amsterdam. This networking event is organized by the Dutch media agency Tuinbouwcommunicatie in cooperation with Fleuroselect.

‘Miss Malibu’ from Dümmen Orange was competing against ‘Argyranthemum Grandaisy Yellow’ (Moerheim New Plant), ‘Dahlia Dahlegria Red Yellow Bicolor’ (Florensis), ‘Dianthus caryophyllus Capitán Colón’ (Selecta one) and ‘GineTato/Egg&Chips’ (Beekenkamp/Thompson&Morgan).

According to Fleuroselect: “With its massive dark pink blasts of color, ‘Miss Malibu’ brings flavor to the garden. This FleuroStar Winner displays a wealth of huge double flowers that simply cannot be overlooked in the garden centre. Thanks to its semi-trailing plant habit, this miss is perfectly suited for containers, hanging baskets and bedding schemes. Consumers will love this excellent garden performer which provides continuous color throughout the summer until the first frosts.”

More than 30 professionals in breeding, production, trade and retail as well as journalists and marketing specialists evaluate each entry on point of sale attractiveness and commercial potential.

The new FleuroStar winner will receive marketing support. TuinbouwCommunicatie offers an advertising campaign worth EUR 3000. The Dutch marketing agency Pull Position presents a tailor made promotion project at retail level worth EUR 1500. DeschPlantPak offers the FleuroStar Winner a two page spread in the Colour Your Story brochure.