MNP flowers (the Netherlands) introduces new plants and varieties from the Japanese breeder Suntory Flowers Ltd., among others, onto the European ornamental horticultural market. MNP flowers have several selection specialists, who all have in-depth knowledge of the European horticultural market. Together they select plants and varieties that suit this market perfectly. They are tested extensively at several testing locations. Next to that MNP flowers carries out market research for every variety, which is very important for “positioning” the product. They think about “product naming” and branding (logo, labels, pots, leaflets, website, etc.). Growers pay a license fee for Suntory® genetics. MNP flowers recoups this license fee to its business partners by creating marketing concepts, arranging free publicity and PR, safeguarding plant quality, etc.