ABOUT SUNTORY FLOWERS EUROPE
Suntory Flowers Europe, formerly known as Moerheim New Plant (MNP), has been a pioneering and trendsetting force in the European ornamental plant sector since the 1990s. Our innovative and successful bedding plant introductions have earned us a reputation for excellence, and our collection of premium quality brands, such as Surfinia® (trailing) Petunia, Sundaville® Mandevilla (Dipladenia), Princettia® Euphorbia, Grandaisy® Argyranthemum, Senetti® Pericallis, Beedance® Bidens, and many more, are a testament to our dedication to producing the very best.
MISSION STATEMENT
At Suntory Flowers Europe, we lead the way in product innovation and licensing partnerships within the ornamental plant industry. For decades, we’ve introduced some of the world’s most iconic bedding plants to the European market — combining beauty, performance, and consumer appeal.
Our strength lies in continuous innovation and a dedication to quality. Every year, we scout, select, and test new plant genetics to meet the evolving demands of growers, retailers, and consumers. We don’t just follow trends — we set them.
Our mission
We empower partners to grow faster and smarter by providing access to cutting-edge innovations, exclusive genetics, and a robust licensing ecosystem. Our mission is to actively support market development and ensure successful product introductions and long-term value creation.
We don’t compete — we excel and challenge the status quo.
Our vision
To be the leading force in floricultural innovation through trusted licensing partnerships — building entirely new product categories while setting the standard for transparent collaboration and sustainable growth.
WHAT SETS US APART
Innovation first
We are recognized across Europe as a front-runner in floriculture — launching high-performing varieties that transform the marketplace. With our “always new” approach, we constantly push boundaries in plant development and consumer experience.
Unique genetics & product categories
Our varieties are unmatched in uniqueness, built on deep research and exclusive access to Suntory’s global plant genetics. We don’t imitate — we create.
A Trusted Network Across Europe
We work closely with licensees, growers, exporters, wholesalers, and retailers to ensure our products are always available and effectively presented. Our success depends on our partners’ success.
Proactive market development
Suntory Flowers Europe plays an active role in marketing and product positioning. Through digital campaigns, events, and retail collaboration, we ensure every introduction reaches its full market potential.
Strong Licensing Partnerships
We believe in empowering our partners. Our licensing model is built on trust, innovation, and mutual growth — giving you the tools to develop new, valuable markets and create lasting success.
CORE ACTIVITIES
1. TESTING & SELECTION
We begin with rigorous testing and variety selection, combining global research with local expertise:
- Collaboration between Japanese R&D and European market specialists
- Focus on traits like floriferousness, earliness, colour consistency, and weather resistance
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Multi-location field trials across Europe
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Partner feedback integrated into the evaluation process
Only the best varieties move forward — based on performance and partner insight.
2. BUILDING BRANDS
Once selections are final, we turn plants into compelling, consumer-ready brands:
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Market research on consumer needs and perceptions
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Strategic product positioning and naming
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Full brand concept development: logos, labels, pots, and POS materials
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Strong visual identity and storytelling
Every plant deserves a story — and we build brands that connect with customers.
3. INTRODUCTION, SALES & LICENSING
We introduce novelties strategically throughout the year, ensuring year-round excitement:
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3 seasonal introduction windows per year
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Visit our nursery or discover online — always something new
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Transparent licensing model with fair value creation
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Ongoing investment in partner success via marketing, PR, and support
Our goal: mutual growth through trusted, transparent partnerships.
4. MONITORING & SUPPORT
Support doesn’t stop after launch. We stay close to our partners for lasting success:
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Regular site visits and cultivation advice
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Responsive support for marketing, exports, licensing, and more
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Field experience helps refine future selection
We listen, adapt, and grow — together.
MORE ABOUT US
BREEDING EXCELENCE
Suntory Flowers Ltd., Japan’s renowned and highly skilled breeders, consistently stay ahead by producing new and innovative products every year.
RELIABLE PARTNER
With our small size comes great power — the power to swiftly and creatively respond to market changes. We embrace this unique ability and use it to drive our success.
HOUSE OF BRANDS
We have a proud history of creating remarkable and distinctive brands. Our unwavering commitment to excellence drives us forward as we innovate and develop new markets.
HIGHEST QUALITY
Let us strive for excellence together. Suntory Flowers Europe is an established house of brands collective, dedicated to providing only the highest-quality ornamental crop varieties.
CULTIVATION & TECHNICAL SUPPORT
At Suntory Flowers Europe, we believe that the opinions of our business partners are invaluable when it comes to introducing new plants. That’s why we involve them in the selection and testing process. If you need specific advice, our growing expert, Klaas Droog, is always available to provide you with the best tips and advice on propagating and growing our genetics.
We are committed to supporting our business partners who propagate and grow our plants. We work closely with our licence holders and are dedicated to providing excellent customer service.
Klaas Droog,
Sales & License Manager
(k.droog@suntoryflowerseurope.com)
WE'RE HERE TO ADD VALUE
Suntory Flowers Europe is thrilled to collaborate with innovative and professional European partners. We are committed to working with growers and propagators in every corner of Europe, and we welcome new partnerships with open arms. We strive to make everything easy for our business partners, providing all the necessary forms and marketing materials to help them succeed. We aim to create unique and dynamic marketing concepts that inspire and delight in the ornamental horticultural market.
Francesca Lanzillotta,
Marketing Communications Manager
(f.lanzillotta@suntoryflowerseurope.com)