Dümmen Orange Buys Rose Breeder, Participates In Petal It Forward Program

dummen-orangeDümmen Orange has had a busy couple of weeks, first with its acquisition of international rose breeder Olij Roses, and also with its involvement in this week’s Petal It Forward program.

On Wednesday, October 19, Dümmen Orange will hit the streets of Columbus, OH, handing out some of its favorite flowers to residents to help brighten their week. The initiative is part of the Petal it Forward program in partnership with the Society of American Florists (SAF), of which Dümmen Orange is a member.


Petal It Forward is an initiative inspired by data recently released by SAF showing the positive emotional benefits of flowers.
• When it comes to happiness, it’s just as good to give flowers as it is to receive: 88% of Americans report that giving flowers makes them feel happy, while 80% reported that receiving flowers makes them feel happy
• Just being around flowers improves your mood: 76% of Americans agree that having flowers in their home or office improves their mood
• The best reason to receive flowers is “just because”: Women (92%) are more likely to agree with this, but the majority of men (three in four) also share this sentiment

With this data in mind, the Dümmen Orange team is not only spreading happiness to Columbus residents who receive the flowers, but is also arming these recipients with the flowers they need to “Petal it Forward” and spread happiness to others: an extra bouquet to share with a loved one, coworker, or even a stranger.

The Dümmen Orange Petal It Forward team will give away bouquets of Dümmen Orange flowers that have been donated by B-Fresh Floral in Carpinteria, CA, and Ever-Bloom in Carpinteria, CA, to residents in the Columbus Commons. Their efforts will be duplicated in the heart of the financial district in New York City, where the L’Olivier Floral Atelier team will distribute bouquets of Dümmen Orange florals to busy lunch-time commuters. After receiving their flowers, recipients are asked to spread the happiness by gifting their extra flower bouquet, and sharing their happiness on social media using #petalitforward.

Dümmen Orange Acquires Olij Roses

On the international front, Dümmen Orange has acquired Olij Roses International/Olij Breeding, a breeder and propagator of roses with propagation and production facilities in the Netherlands, Kenya, and Ethiopia. The acquisition will enable Dümmen Orange to expand its assortment of rose products, while giving it access to a wider sales network. Olij’s activities in the field of breeding, propagation, and production of plant material in South America, Africa, and the Netherlands offer opportunities to achieve maximum customer value and bring more innovations to the market for growers.

“We are very pleased that Olij has joined us,” says Biense Visser, CEO of Dümmen Orange. “This means that we can once again take the next step in building our global position in the ornamental horticulture sector. Roses are an important product and a big market with a great deal of potential. We will continue to seek further opportunities within this product group.”

The merger also brings benefits in the area of disease control and phytosanitary solutions. Through its Green Care policy, Dümmen Orange is adopting targeted measures to supply healthy cuttings and plants.

Knowledge in the field of DNA-marker assisted breeding is also being shared with Olij, allowing more targeted breeding of roses with resistance to diseases and pests. This will make rose cultivation more environmentally friendly and sustainable.

“Olij’s activities offer potential for optimizing our breeding activities for more crops and bringing better and innovative varieties onto the market,” says Harry Kloppenburg, Commercial Director at Dümmen Orange. “The synergy benefits of breeding, sales, and marketing make this a great opportunity for both companies.”