Astronova®, the new star in the flower sector
Following a decade of development, Royal Van Zanten, Together2Grow and Coloriginz are on the cusp of introducing an all-new cut flower: Astronova®.
This unique cut flower, which has a 14-day flowering period, stands out due to its special shape and rich tones. Astronova® stands for innovation and beauty and is set to be comprehensively tested in the market over the next few months. It is a versatile cut flower with a unique appearance and an above-average vase life.
Special partnership for a special flower
Three partners have been collaborating on the market launch: Royal Van Zanten, a renowned breeder; Together2Grow, a leading grower; and Coloríginz (part of Dutch Flower Group), the platform for new and exclusive flowers. They are jointly bringing this unique flower sensation to the European market. The official product launch is scheduled for the middle of 2025. In preparation for this market launch, a pilot project has been initiated and will continue until mid-2025.
The collaboration between the partners got underway about three years ago, following a preparatory breeding process by Royal Van Zanten, which took nigh on a decade. The experiences gained introducing Astronova® to the American market a couple of years ago prompted Royal Van Zanten to tackle the European market. ‘It’s great to be cooperating with the experts from Together2Grow and Coloríginz. We complement each other, and that’s extremely important in a project like this. Together we will make it a success’, says Royal Van Zanten’s Managing Director Maarten Goos.
Royal Van Zanten and Together2Grow previously collaborated with Dutch Flower Group during the introduction of the successful brand Charmelia®.
All parties involved are contributing their own expertise. Together2Grow has many years of experience when it comes to cultivating Alstroemeria and Charmelia varieties and has been putting this knowledge to good use for the development of Astronova®. ‘As the grower, we’re selecting only the very finest stems for the purposes of this introduction. What’s more, it’s essential for us to bring this product to market as a sustainable flower’, says Robin van der Knaap from Together2Grow.
Astronova®
The flower, name and branding for Astronova® unite science and art. The breeders drew inspiration from the brightness of the stars and the rich colour gradations in paintings by the old masters. The flower combines light and shade, is an artistic product of science, and amalgamates the partners’ experience and character. A unique introduction and collaboration.
As a solo flower, Astronova® is a real eye-catcher and a perfect star feature in mixed bouquets. This new cut flower boasts striking colours, a lush stem and a dynamic flower shape. It stands out not only because of its appearance and vase life but also due to its extraordinary versatility.
Innovation in the market
The partners are keen for this versatility to encourage florists and consumers alike to get creative: ‘Beautiful flowers abound on the market. This unique new flower, developed by Royal Van Zanten, showcases our desire to work together on a flower that’s not just aesthetically pleasing but also inspires people to come up with new bouquet compositions on a deeper, artistic level’, says Bob Goedemans, Commercial Director at Coloríginz.
Coloríginz will be making a limited quantity of this unique new flower available to selected partners in the run-up to the launch and during the pilot until the middle of 2025. Florists and flower traders who are keen to be involved in this special stage can get in touch with Esther Mooij from Coloríginz for further details.
Further information can be found at: www.astronovaflowers.eu.
From left to right: Jurjan van der Laarse (Coloríginz), Maarten Goos (Royal Van Zanten), Robin van der Knaap (Together2Grow), Esther Mooij (Coloríginz), Bob Goedemans (Coloríginz), Rick Kroon (Royal Van Zanten), Peter Wouters (Royal Van Zanten), Fedor van Veen (Together2Grow) and Joost Kos (Royal Van Zanten)
Note to the editor:
Royal Van Zanten
Van Zanten Breeding, part of Royal Van Zanten, is an international pioneer in the breeding and propagation of cut flowers and pot plants. Their aim is to share the passion that the organisation has represented since it was founded in 1862. They do so by continuously improving genetics, creating synergy in breeding and propagation technology, producing innovative marketing and collaborating with partners in the chain. Further information: www.royalvanzanten.com
Together2Grow
Together2Grow provides a wide range of large-flowered Alstroemeria and Charmelia varieties throughout the year. They work with the latest technologies as well as the most innovative varieties. This enables them to cultivate top-quality flowers all year round. They use modern technologies to do so as sustainably as possible too. Together2Grow is a unique horticulture business focusing on flowers, staff and customers. They get the best out of their products, processes and partnerships each and every day. Further information: www.together2grow.nl
Coloríginz
Coloríginz combines specialist brands in roses, summer flowers, exotic varieties and cut foliage. Together they offer a unique collection that excels in terms of both quality and variety. The products are sourced from the world’s best growers, are available in reliable quantities and are offered at smart prices. Further information: www.coloriginz.com
Questions
Questions relating to this press release can be directed to:
Esther Mooij by e-mail: esther.mooij@coloriginz.com or by telephone:
+31 (0)6-57372551
