Breeding Collaboration Leads to New Flower Introduction
Royal Van Zanten and The Queen’s Flowers, two leading international floriculture companies, have joined forces to create a brand-new flower. Conceived around the shared principles of innovation and increased value at retail, the Astronova is a flower with a unique look and an above-average vase life.
The collaboration that led to Astronova began two years ago. Inspired by the brightness of the cosmos and the deep, rich pallets of Baroque era paintings, Royal Van Zanten and Queen’s wanted to craft something whose appearance evoked a sense of history and a spirit of exploration. That duality informed every decision along the way. The Astronova is both dark and bright, and both science and art.
“This collaboration is key to continuously validating and strengthening the value propositions of Astronova in the marketplace. We feel privileged to be working with The Queen’s Flowers to make it an overwhelming success,” says Maarten Goos, CEO of Van Zanten Breeding B.V.
With its striking colors, lush stem, and dynamic shape, the Astronova is distinguished not only by its look and longevity but by its uncommon versatility – it can function equally well as a focal, stand-alone flower, or as part of a bouquet. This was part of the mission as well: to offer consumers something they would not only want to purchase, but that would spark their own creativity.
“There are many beautiful flowers on the market – we wanted to work with Royal Van Zanten to craft something that would not only be eye-catching but would engage customers on a deeper, artistic level and perhaps inspire new ways of seeing,” says Herbert Jordan, CEO of Queen’s Flowers.
Astronova is a patent-pending product and will be available for purchase in the U.S. starting this month.
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