How did 2022 treat you, both in terms of new variety introduction, and the breeders that you represent?

Innovation is an ongoing process that gives unexpected surprises every year! In 2022, we were approached by various breeders with game-changing varieties in their portfolio, as well as by breeders coming out with mind-blowing new genetics. While it was a good year, various growers were met with challenges. But innovation and good varieties can really make the difference.

How does it feel to have the privilege and responsibility of plant breeders entrusting Plantipp to bring their “plant babies” to the market?

It feels like raising their babies. Luckily, these babies don’t cry, so I don’t have sleepless nights! It is a big responsibility, and that’s why our entire team does their utmost best every day to get the best returns on their varieties. This includes setting up trials, supply chains, and entire chain promotions. From unrooted and rooted cuttings to finished products at garden centers and consumers.

What do you consider to be a successful product introduction?

The EverColor Carex program, the Chick Charms program, and the Wheels of Wonder Delosperma. Over a million of these varieties are being sold world-wide on a yearly basis.

We know it’s hard to pick favourites, but do you have a favourite introduction? And why?

I love plants that perform without needing care. Take Agapanthus Fireworks, with big sized flowers that keep blooming and blooming. It’s also very forgivable! Another favourite is Limonium Dazzle Rocks. I’ve had one for 3 years in my clay garden, on a very dry spot under a tree, and every year it comes back and gives over 20 flowers. This plant is drought resistant, so it can resist weather extremes. And as a bonus it is loved by pollinators, so it is good for nature too!

As an innovator in the industry, how do you walk the line between influencing and responding to market trends?

The way I look at it, the new variety needs to be super unique and different. Following a trend is a bonus but not necessary. I prefer to create my own trends.

Speaking of market trends, are there any that you’re loving right now?

Easy-care plants are an ongoing trend that younger generations are keeping alive. They want to enjoy plants without the maintenance. That means drought resistant and carefree. I like it because I am exactly the same. Of course, contributing to nature is something most of us want to do, and that’s why pollinator friendly plants are still growing in popularity. Our Butterfly Candy Buddleja’s are super trending since they can been used in containers on your patio. This variety stays compact and it is a magnet to butterflies. Everybody wants that, right?

Last market trend question, have you noticed any notable changes over recent years? And have these changes influenced how Plantipp does business?

In the last few years more and more new plants are being introduced. Having a new plant doesn’t mean you will be successful. You really need to look at what is already on the market, and how different it is. Various similar varieties are being introduced, but for me, you don’t make a difference with similar varieties. It is better to focus on something really special. After winning the Plant of the Year award 5 times at the Chelsea Flower Show, we operate on a very high level, and we are very selective on what we take into our portfolio.

We’ve worked together for 10 years, how do you describe our partnership? And what do you enjoy about working with Visions?

What I always like about partnerships, is that you can count on each other. This means that when we have a new plant, there needs to be a photoshoot. Visions makes it happen. It doesn’t matter how, but it happens! There is always flexibility to make it work. We think together about how to make the best picture for the plant in a way that creates interest in our products. For example, how to position the plant with the right color mix, that results in the best success. The Visions team works with a passion, and that’s what we love!