Dümmen Orange Begonia Earns FleuroStar Award
Dümmen Orange’s ‘I’Conia Aroma Peach’ begonia (also known as ‘I’Conia Scentiment Peachy Keen’ in the North American market) has won the coveted FleuroStar Award for 2021-2022. The Fleuro Star competition is held annually during the FlowerTrials week in the Netherlands and Germany. The nominated novelties in pot and bedding plants are assessed by breeders, growers, marketers, traders and journalists on commercial value and the wow factor at point-of-sale.
The fragrant begonia stole the heart of the jury. “‘I’Conia Aroma Peach’ displays a true abundance of double, bi-colored flowers, which are so elegant and charming! The excellent plant habit and subtle fragrance turn this begonia into an outstanding eye-catcher for any terrace or garden,” said the jury.
This variety’s luxurious, double flowers have a soft peach color that contrast beautifully with the dark leaves. Outdoors in the garden, the plant has a subtle peach aroma. The continuous flowering makes the plants ideal for planters and beautiful hanging pots.
In total, more than 30 professionals in breeding, production, trade and retail assessed this year’s FleuroStar entries for attractiveness and commercial potential. ‘I’Conia Aroma Peach’ has received significant marketing support to make its go-to-market strategy a success. FleuroStar Award organizer Fleuroselect runs a promotional campaign with international trade and social media and promotes the new winner at trade shows and industry events.
For more information, go to www.dummenorange.com.