On Saturday May 13th visitors to the Hortus botanicus of Leiden had the opportunity to experience the annual plant market with Danziger’s Amore™ on Display. This year, for the first time, several workshops, lectures and guided tours are planned.
Visitors also found some love under the monumental Leiden Hortus trees this year. Danziger, a global market leader in breeding of cut flowers and bedding plants offered guests the gift of Amore™.
Flowers have always been associated with love. The Amore™ Petunia series with a distinct heart shape on each petal embodies that message of love. Precisely for that reason Danziger promoted the share of love with the stunning new variety.
Danziger promotion team was present at the Leiden plant market on Saturday sharing their love with visitors to the market. In the spotlight is the new addition to the petunia series AMORE™ King of Heart. Visitors had a chance to take home a little piece of love with a free flowering pot.
“Spreading love, not selling flowers,” is the message from Liat Shemer, Global Marketing Manager at Danziger. “The petunia market is a very competitive market. With many innovations and new varieties entering every year; so we asked ourselves: How do you capture the hearts and minds of growers, buyers and consumers? The insight of ‘spreading love’, not selling flowers, changed the way we approached our branding and marketing. That’s why we started with the name: AMORE ™ – a universally understood word for love. A 360-degree marketing and brand concept around the emotional question: “Are you ready to share your love?
The intended goal of participation in the event was to create more awareness about the Danziger products and specifically this product line, in which each petal is characterized by its unique heart shape. The first AMORE ™ variety was introduced under the name; “Queen of Hearts” in 2016. The AMORE ™ series is being marketed with branded pots, labels and POS material. In this way Danziger focuses on adding value throughout the chain.
ABOUT DANZIGER | Founded in the 1950s, Danziger is one of the world’s most innovative floriculture companies, creating extraordinary flower varieties that help customers all along the supply chain achieve extraordinary success. Powered by one of the flower industry’s largest R&D departments, and with cutting-edge propagation facilities and nurseries in Israel, Guatemala, Kenya, and Colombia, Danziger supplies elite quality vegetative material to around 1000 customers in over 60 countries. Danziger manages hundreds of varieties under Plant Breeders’ Rights. Through collaborative partnerships with growers, Danziger continuously explores new ways to capture the market’s imagination, while staying true to its roots as a family business.
ABOUT HORTUS PLANTMARKET | The Hortus Botanicus Leiden is the oldest botanical garden in the Netherlands. The oldest part of the Hortus, dating from 1590, is the current Front Garden. It has been renovated with new plants and in 2000 a new greenhouse was added to form the Winter Garden. The Clusius Garden gives an impression of what the Hortus was around 1600, when the ties between the Netherlands and Asia were formed. The exchange of plants and knowledge between these cultures can be seen in the Japanese garden. The pride of the Hortus, Victoria Amazonica, can be admired in the Victoria Glasshouse.
The annual plant market is at the Hortus botanicus Leiden on 11th May. The market is from 10 a.m. to 5 p.m., and with more than 40 stalls visitors can browse and buy fun things for the home or garden, personal garden advice, green gifts, herbs and botanical art (cash predominantly). In addition to the market, there are also various workshops, lectures and demonstrations to follow. The full program can be found on the website of the Hortus Botanicus Leiden.
