Syngenta just announced a dramatic realignment on the flower side of the business. Fischer USA will manage the entire genetics portfolio encompassing Fischer, GoldFisch and Syngenta-bred vegetative and seed products. S&G Flowers will just be a full-service broker/distributor firm.
Before becoming part of the Syngenta conglomerate, S&G Flowers was Sluis & Groot, purely a breeding company based in Holland, and Vaughan’s Seed was a broker company. Together, they became S&G Flowers.
The breeding dynamics changed when Syngenta purchased the Fischer group in June. In addition to being the largest geranium-breeder producer in the world with key lines in poinsettias and New Guinea impatiens, Fischer produces and markets all the vegetative Goldsmith products under GoldFisch.
Because S&G Flowers had an internal breeder-broker relationship, certain S&G lines were exclusive through its own distribution. This includes the A Cut Above vegetative varieties and select seed varieties. With the new arrangement, All the genetics will be available to the entire marketplace, as Fischer’s always have been. And as a distributor, S&G Flowers will carry a complete line of genetics from a wide range of sources.
“We want to open the distribution channels to give our growers the opportunity to buy the industry’s best genetics from their distributor of choice,” Keith Cable, who is now president of S&G Flowers, says. “Syngenta’s distribution company will now be able to focus all efforts to become world class in bringing and expanded line of products and services to our customers. It’s an exciting opportunity and we are looking forward to next season.”
Alex Prohodski, who was president of S&G Flowers, has been appointed business transformation manager NAFTA Flowers, reporting to the global head of flowers at Syngenta. In this role Prohodski will be responsible for managing the implementation of a new information systems platform and working with all partners in the Syngenta portfolio for continued innovations in plant health.
For the complete portfolio of genetics, Fischer USA will be responsible for product development, brand management, supply chain reliability, marketing and sales for all vegetative and seed varieties produced by Fischer and Syngenta breeding. Fischer also will maintain the successful exclusive license with Goldsmith Seeds to market and sell vegetative annuals and geraniums bred by Goldsmith.
“This new organization brings about several advantages for the market and the growers of North America,” says Gary Falkenstein, president of Fischer USA. “First and most significant is the combination of the breadth of Syngenta’s breeding into our current lines of Fischer and Goldsmith’s vegetative varieties–freely available to the open market through the broker of choice.”
There will be some personnel moving from S&G Flowers in Lisle, Ill., to Fischer in Boulder, Colo., but for most, it will be a “mental move” versus a physical move, he adds. “With all the technologies available today, there is no need for everyone to be in the same location to successfully manage day-to-day business funcations,” he says.
We asked if the S&G genetics that were exclusive to Proven Winners will be affected. “There will not be any effect and we will continue to support the Proven Winners relationship with a full complement of genetics and broker/distributor support,” he says.
In Gilroy during Pack Trials, will Fischer set up at Goldsmith again or S&G? “Both locations will be key locations for all attendees to visit and view all of the innovative genetics offered,” Falkenstein says. “Planning is in full swing for the event, which is sure to be as exciting as ever. All vegetative products will be displayed at the Goldsmith location. All seed products will be displayed at the Rogers/S&G location. Perennials will be displayed at both locations.”
The official change over in order handling will be April 1, 2008. Orders for the current season will be handled as they have been in the past, Syngenta reports.