Princettias Offer Opportunity Beyond Christmas

Suntory's Princettias at retail

Princettias, which were introduced in Japan, Europe and Australia in 2009 by Japanese breeder Suntory Flowers Ltd., came to North America in 2012. While they are in the same genus (Euphorbia) as the standard poinsettia, they are a different hybrid, bred through a joint venture Suntory has in Australia.

Princettias are quite floriferous. “On a 6-inch pot there could be a dozen smaller flowers in a nice mound,” says Delilah Onofrey, Princettia brand manager for Suntory. “You can even see six or eight flowers on a plant in a 4.5-inch pot. It’s not a fast crop. It takes 20 weeks for a 6-inch pot, which is not unusual for a premium pot crop. Growers need to give them time to develop properly,”

However, this investment of time offers great potential payback. Suntory has positioned Princettia as a premium, high-value crop, and it has worked well globally. For example, Onofrey says the average wholesale price for a poinsettia in Japan is $4.66. A Princettia averages $9.55. A large Princettia may retail for as much as $130.

“The genetics are worthy of being treated as something special instead of just getting lost in the sea of poinsettias,” Onofrey says. “The key is to present it as a high-end or premium gift item in the right setting. Globally, we’ve found breast cancer awareness promotions in October to be a perfect fit with the shades of pink for the cause. In Japan and other markets, large retailers scoffed at the idea of Princettia being more than another pink poinsettia. The successful strategy was to present Princettia to high-end florists, department stores and other non-traditional outlets for plants. Six-thousand retailers — no major discount chains — sold Princettia at a premium in Japan last fall.”

“Some of the more creative ways Princettias have been marketed include cross-merchandising the plants with cancer-prevention books and a promotion with in Japan with a special edition Hello Kitty doll sold with a Princettia plant. In Australia, Oasis Horticulture partnered with the National Breast Cancer Foundation and contributed $115,000 to the cause through Princettia plant sales. Onofrey says the pink color fits well with other floral holidays such as Easter, Valentine’s Day and Mother’s Day. Armstrong Garden Center, a major garden center chain in California, offered Princettias in patio combinations with other plants and foliage accents, which were well-received.

“We’ve worked with Ecke Ranch to develop precise production schedules for six different times of the year,” Onofrey says. “Bedding plant growers who produce poinsettias will find it more natural to start the crop sooner in May for an October finish than to use black cloth and more heat in the winter for a spring finish. Princettias are more heat tolerant [than traditional poinsettias], but that also means they require more heat in the winter. The growth habit is naturally compact and the plants offer excellent branching, producing many natural breaks for flowers without pinching. Less PGR is required. Princettias can also be used in landscapes in mild climates in shadier areas, similar to the way cyclamen is used in the fall on the West Coast.”

Onofrey says a white variety, ‘Princettia Max White’ is coming soon. “It’s more vigorous than the more compact pink Princettias, but it is distinctive with a high flower count and truly white flowers, which are hard to produce in euphorbias,” she says. 

Leave a Reply

One comment on “Princettias Offer Opportunity Beyond Christmas

More From Varieties...
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selections Offers Improved Navigation

All-America Selections has launched a newly redesigned and revamped mobile-responsive website that includes a more attractive design, enhanced search tools, and easier and simpler navigation.

Read More
Sea Breeze Catharanthus combo

December 2, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
kelly-norris

December 2, 2016

Kelly Norris: How The “Me Too” Philosophy Affects Plant Breeding

When you’re selling the exact same thing as everyone else, it’s unrealistic to expect customers to buy only from you.

Read More
Latest Stories
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selectio…

All-America Selections has launched a newly redesigned and revamped mobile-responsive website that includes a more attractive design, enhanced search tools, and easier and simpler navigation.

Read More
Sea Breeze Catharanthus combo

December 2, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
kelly-norris

December 2, 2016

Kelly Norris: How The “Me Too” Philosophy Affects Plant…

When you’re selling the exact same thing as everyone else, it’s unrealistic to expect customers to buy only from you.

Read More

November 29, 2016

How Changes In Plant Patent Law Could Affect Your Varie…

There is an ongoing discussion happening among plant genetics companies about the current laws and ethics of plant breeding, and what the future holds for the improved lawful protection of genetics.

Read More
endless-summer

November 29, 2016

Endless Summer Hydrangeas Will Soon Feature New Identit…

Bailey Nurseries, which first introduced the reblooming hydrangea a decade ago, says the new identity will feature a more contemporary look to appeal to current and future gardeners.

Read More
prince-tut-cyperus-grass-feature

November 28, 2016

Growing Tips For ‘Prince Tut’ Cyperus Grass

'Prince Tut’ from Proven Winners’ Graceful Grasses collection is versatile, working well in all container sizes with its columnar habit and dense canopy and filling out well in the landscape.

Read More
Sea breeze combo

November 26, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
Begonia at Oklahoma State University field trials

November 26, 2016

2016 Oklahoma State University Field Trials Results

Check out the 2016 field trials results for Oklahoma State University in Oklahoma City.

Read More
Petunia 'Tidal Wave Cherry'

November 25, 2016

2016 North Dakota State University Field Trials Results

Check out the 2016 field trials results from North Dakota State University in Fargo, ND.

Read More
Scaevola 'Scala Bicolor Blue'

November 24, 2016

2016 North Carolina State University Field Trials Resul…

Check out the 2016 field trial results at North Carolina State University/J.C. Raulston Arboretum in Raleigh, NC.

Read More
2016 Missouri Botanical Garden Flower Trials

November 23, 2016

2016 Missouri Botanical Garden Field Trials Results

Check out the 2016 field trials results for the Missouri Botanical Garden in St. Louis, MO.

Read More
Mitchell’s Nursery & Greenhouse first caught the poinsettia bug in 1996, but the operation didn’t begin trialing the plant until 2004

November 21, 2016

Poinsettia Trials Across The Eastern U.S. To Take Place…

Poinsettia growers interested in keeping up with the latest variety and production trends have the chance to attend university open houses in New Hampshire, Louisiana, and Ohio.

Read More
Coleus 'Main Street River Walk'

November 21, 2016

2016 Michigan State University Field Trials Results

Check out the 2016 field trials results for Michigan State University in East Lansing, MI.

Read More
Field trials at Lucas Greenhouses

November 20, 2016

2016 Lucas Greenhouses Field Trials Results

Check out the 2016 Field Trials results for Lucas Greenhouses in Monroeville, NJ.

Read More
Catharanthus 'Soiree Kawaii Coral'

November 19, 2016

Kansas State University 2016 Field Trials Results

Check out the 2016 field trial results for Kansas State University in Lawrence, KS.

Read More
2016 Massachusetts Horticultural Society field trials

November 18, 2016

2016 Massachusetts Horticultural Society Field Trials R…

Check out the 2016 field trials results for the Massachusetts Horticultural Society in Wellesley, MA.

Read More
verbena-endurascape

November 18, 2016

All-America Selections Announces Its 2017 Slate Of Vari…

Brokers, growers, mail order, and seed packet companies can purchase these varieties immediately. Retailers and consumers will find AAS Winners for sale for the 2017 gardening season as supply becomes available throughout the chain of distribution.

Read More
Vinca 'Valiant Lilac'

November 17, 2016

2016 Metrolina Greenhouses Field Trials Results

Check out the 2016 field trials results for Metrolina Greenhouses in Huntersville, NC.

Read More
[gravityform id="35" title="false" description="false"]