Bienvenue, Benvenuto, Bienvenido, ようこそ
WELCOME, WELKOM, WILLKOMMEN
Welcome to Suntory Flowers Europe, where innovation meets nature’s beauty. We’re a passionate team of plant breeders, industry experts and creative professionals committed to shaping the future of ornamental plants. By blending cutting-edge science with a love for the natural world, we create unique, high-quality varieties that stand out. Explore who we are, what drives us, and how we’re cultivating a new generation of plants designed to transform gardens, landscapes, and spaces with exceptional beauty and sustainability.
Jeroen Egtberts,
Managing Director
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.
MISSION STATEMENT
Suntory Flowers Europe has earned a reputation for introducing innovative, high-quality, and successful bedding plants into the European ornamental plant sector. Our portfolio is one of the strongest in the industry, with numerous successful brands among the world’s best-known plants. We carefully select and test discoveries every year before introducing them to the market, continually striving to exceed expectations. We are committed to enhancing and enriching our existing brands with new shapes and colours that meet consumer desires and trends. Our close collaboration with licensees and growers ensures that our products are always available and correctly displayed in all channels, from exporters to retailers and wholesalers. We take pride in our work and are dedicated to providing the best possible experience for our customers.
We believe in the power of multiple platforms, from events to social media, to effectively market our products. By doing so, we ensure that the genetics of Suntory Flowers Europe remain at the forefront of consumers’ minds, inspiring them to discover and enjoy our exceptional products.
Mission
“Contribute to creating a beautiful and healthy environment where people, flora, and fauna flourish.”
Vision
“Quality is the key. We want to grow plants that give people value for money. We innovate, enrich and improve our products continuously, and each individual within the company, by learning and being challenged daily.”
CORE VALUES
Sustainability
Together with our licensees and partners, we are driven by the belief that we can make a difference. By leveraging our innovation, knowledge, skills, and network, we are committed to solving social and environmental issues. We aim to integrate social corporate responsibility into every aspect of our organisation, paying close attention to the sustainability of our greenhouses and workflow. We hold ourselves to the highest sustainable criteria standards when selling and purchasing products and services because we believe every action we take can create a better world.
Working together
Let’s work together to enhance the plant sector and increase our market share. By collaborating within the industry and joining divergent projects, we can achieve great things.
Quality & innovation
Our commitment to innovation and high quality drives us to maintain healthy, disease-free plants that undergo rigorous and constant testing. We hold ourselves to a higher standard than regulations and standards because we believe excellence demands nothing less.
Education
At our organisation, we are committed to investing in knowledge. By supporting social organisations that educate and inform individuals about the environment and plant industry, we aim to empower people to create a stable and sustainable future. With our collective efforts, we can positively impact the world and pave the way for a brighter tomorrow.
4 - CORE ACTIVITIES
1. TESTING & SELECTION
With a team of dedicated plant professionals working tirelessly in Japan, Suntory Flowers Ltd strives to create the perfect plant for gardens and balconies worldwide. Suntory Flowers Europe specialises in specific R&D areas, including selection, and employs professionals with in-depth knowledge of the European horticultural market. Together, we select plants and varieties perfectly suited for this market. The chosen plants and varieties undergo extensive assessment at various testing locations, where they are trialled for earliness, floriferousness, weather resistance, sturdiness, colour consistency, and other factors. At Suntory Flowers Europe, we value and care about the opinions of our business partners regarding new plant introductions. Therefore, our business partners are involved in the selection and testing process.
2. BUILDING BRANDS
After the final selection, we decide which varieties will be introduced and which will either be retested or disregarded. This is where we start building brands!
Our marketing department is the creative heart of our organisation. We carry out market research for all varieties that will be introduced. We investigate who the customer will be and his or her perception of the new product. This is essential for positioning our product in the market. We think about product naming plus the total concept, and finally, we come to the brand design, which is when we start to create a plant brand with its logo, labels, pots, leaflets, etc., ready to be marketed!
3. INTRODUCTION, SALES & LICENSING
Our innovative introduction strategy spreads out the release of novelties throughout the year, with new varieties being introduced three times a year. This means you can always visit our nursery in Leimuiderbrug and find something new to discover. Whether you’re attending an exhibition or exploring from home, we are dedicated to ensuring our business partners have the opportunity to express their interest in our exciting new products and decide whether to run trials or add them to their catalogue.
Growers invest in the future of their crops by paying a licensing fee for every Suntory Flowers variety. Together, we are building a brighter future for the world of floriculture.
Growers invest in the future of their crops by paying a licensing fee for every Suntory Flowers Europe variety. Suntory Flowers Europe, in turn, invests in the success of its partners by creating innovative marketing concepts, arranging free publicity and PR, and ensuring the highest quality plants. Together, we are building a brighter future for the world of agriculture.
4. MONITORING & SUPPORT
As our esteemed business partner, we are committed to providing you with unwavering support. We believe in maintaining open communication and regularly visiting your site to offer guidance on cultivating specific Suntory Flowers Europe crops. Your invaluable experiences in the field are of utmost importance to us, and we take your feedback into account during the selection process.
If you require any further assistance with cultivation, selection, marketing, sales, export, licence administration, or control, please don’t hesitate to contact one of our experts. We are always here to assist you in any way we can, and we look forward to continuing our partnership with you.
Information
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)
Marketing communication
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)
OUR DNA CONSIST OF CREATING NEW MARKETS
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.