Danziger Innovation Session Tackles Evolving Consumer Floral Needs

A group of leading cut flower wholesalers, retailers, and bouquet companies gathered in Miami, FL, in mid-March to discuss the future of the cut flower industry. The private six-day event, hosted by Danziger “Dan” Flower Farm, focused on innovation and the end consumer.

“The development of cut flowers consumption will be driven by global supply and demand changes,” says Gaby Danziger, Danziger CEO. “Companies along the value chain, from growers to wholesalers and retailers, need to be open to global mega-trends. The companies that are agile to react and brave enough to try new crops and new varieties will be the big winners of our industry over the next 10 years.”

The Innovation Session was led by the Danziger team, composed of sales and marketing professionals from Israel, Colombia, and Ecuador. The team discussed the global perspective, insights, and best practices currently taking place in the market. They also spurred discussion on future change.

“We see how the globalization of the industry pushes its development,” Danziger says. “The traditional link between growing markets and consuming markets is dissolving, and a new, complex matrix has evolved. We understand that it’s our job as global breeders to offer our customers and partners not only the best genetics and plant materials, but also inspiration and tools, which will improve the quality of the value proposition throughout the chain.”

The presentation was a combination of mega-trends, best practices arising from developed markets such as the Netherlands and the United Kingdom, and an introduction of new tools and inspirations. The team also launched a new, first-of-its-kind Gyp catalog. The catalog is designed to fit the tastes and norms of the U.S., focusing on seasonal needs and price points the U.S. market is looking for.

“We spend a lot of time and effort to be in direct communication with the consumer markets, in order to be in a position to have the best understanding of the market needs, and to be able to predict the future trends — especially the ones we need to answer with our products,” says Liat Kaplan, Danziger Global Marketing Manager. “By taking many ‘shop-safaries,’ interviewing, and conducting opportunities for feedback, like this Innovation Session in Miami, we are able to share information, inspire people’s imagination, and take an active part in the development of our global industry.”

The innovation session was organized under a consumer experience framework. This is a unique perspective for breeders who are the first link in the value chain, far away from the end consumer.

“Even though we do not sell to the end consumer, everything we do, or not do, ends up there. So, whenever we think of which initiatives should be pursued, and which discarded, we have to bear the consumers in mind,” says Kaplan.

Danziger is planning more Innovation Sessions in the different markets the company serves.

Topics:

Leave a Reply

More From Varieties...
Miscanthus-Bandwidth EmeraldCoastGrowers

May 11, 2018

New Sterile Ornamental Grasses One Solution to Grass Invasion

Aggressive grass species can turn gardeners off to using ornamental grasses. Less fertile alternatives offer options for keeping grasses from taking over the garden.

Read More

May 10, 2018

Beekenkamp Plants Acquires Sunny Osteospermum Breeding Program

Beekenkamp took over all Sunny Holland sales activities in 2017, and now has ownership of the company’s entire breeding program.

Read More
Stokesia-Divinity-1-feature

May 6, 2018

Growing Tips From an Expert for Stokesia ‘Divinity’

'Divinity’ has large, white flowers that open with a hint of yellow in the center and then mature to a pure, long-lasting white.

Read More
Latest Stories
Miscanthus-Bandwidth EmeraldCoastGrowers

May 11, 2018

New Sterile Ornamental Grasses One Solution to Grass In…

Aggressive grass species can turn gardeners off to using ornamental grasses. Less fertile alternatives offer options for keeping grasses from taking over the garden.

Read More

May 10, 2018

Beekenkamp Plants Acquires Sunny Osteospermum Breeding …

Beekenkamp took over all Sunny Holland sales activities in 2017, and now has ownership of the company’s entire breeding program.

Read More
Stokesia-Divinity-1-feature

May 6, 2018

Growing Tips From an Expert for Stokesia ‘Divinit…

'Divinity’ has large, white flowers that open with a hint of yellow in the center and then mature to a pure, long-lasting white.

Read More
Panicum-Northwind-feature

May 4, 2018

Allan Armitage: Three Ways to Market Grasses as Great O…

I don’t expect my friends to know the difference between switchgrass and grama grass, yet I always try to do my best to enhance the visibility of these grasses.

Read More
Bailey-Nurseries-Tree-Art-at-US-Capitol

May 1, 2018

Bailey Nurseries Fills U.S. Capitol Front Lawn With Tre…

A 150-foot tree art installation was constructed on the front lawn of the U.S. Capitol Building to promote the planting of trees in an effort to combat climate, change while creating meaningful experiences that bring nature into people’s every day lives.

Read More
Carex-and-Onoclea

April 28, 2018

Kelly Norris: Why the Plant Experience Really Matters W…

For Millennials and other new gardeners, the features of plants such as natives aren’t terribly important. It's the benefits that are paramount.

Read More
Zinfin-Doll-Hydrangea

April 25, 2018

March Was a Month of Awards for Spring Meadow Nursery, …

After taking home a best new variety award at a Belgian horticulture event, Proven Winners held its always-popular Shrub Madness tournament to coincide with the annual NCAA Championship.

Read More

April 25, 2018

Armitage Scholar’s Final Thoughts on the People a…

"This trip solidified my desire to breed plants. Every time I was able to have a discussion about plant traits, genetics, and germplasm, I felt a thrill of excitement."

Read More
Gomphrena Truffula Pink (Proven Winners)

April 24, 2018

Armitage Talks Favorites From Danziger and Proven Winne…

From annuals that look like they came out of a Dr. Seuss book to breeding marvels in perennials and shrubs, the visits to Danziger and Proven Winners at California Spring Trials were exciting, to be sure. Here are some of Dr. A's favorites.

Read More

April 24, 2018

Proven Winners Reveals Marketing Efforts for 2018-2019 …

For the first time, the brand has generated one billion consumer impressions, and plans to keep that momentum going with a number of ambitious programs.

Read More

April 24, 2018

California Spring Trials 2018: New Plant Intros from Pr…

Check out the newest 2018 plant introductions from Proven Winners and Danziger.

Read More

April 20, 2018

California Dreaming Takes on a Whole New Meaning at CAS…

At California Spring Trials 2018, the Greenhouse Grower team witnessed the revitalization of a company, plus some awesome merchandising displays, and efforts toward automation.

Read More

April 19, 2018

California Spring Trials 2018: New Intros from Syngenta…

Check out the newest 2018 plant introductions from Syngenta Flowers, Hishtil, Jaldety, Cohen Propagators, Nir Nursery, Bailey Nurseries, and Sunset Western/Southern Living Plants.

Read More

April 19, 2018

CAST 2018: Dr. A’s Favorites From Syngenta Flowers, Bai…

From an exciting perennial to a new white begonia, Allan Armitage says these showstoppers deserve recognition.

Read More
GG-and-Benary-Team

April 19, 2018

Spring Trials Rookie Inspired by Connections

The Allan Armitage Scholarship recipient has added a number of industry connections during his time at California Spring Trials, and discusses what that means to him and his career.

Read More
Benary 2018

April 18, 2018

At CAST 2018, Sakata Captures Consumer Attention Spans,…

More than halfway through the California Spring Trials, the Greenhouse Grower team had a busy but fantastic day seeing dozens of our friends at American Takii and Benary, and spending time talking about the industry's past and its bright future.

Read More

April 18, 2018

California Spring Trials 2018: New Varieties to Watch F…

Check out the newest 2018 plant introductions from American Takii, Hilverdakooijj, Hem Genetics, Thompson & Morgan, Sakata Ornamentals, and Ernst Benary of America.

Read More

April 18, 2018

How the Horticulture Industry’s Past Shaped Its P…

Andrew Scheldorf, the winner of Dr. Allan Armitage’s California Spring Trials Scholarship, says the stories of plant origins help ground our industry to the people and places that have changed us.

Read More