An iconic brand story
History of Surfinia®
Japan, 1987, Suntory®, a Japanese company famous for its whisky’s, beers and wines, decides to set up a flower division: Suntory® Flowers Ltd. The reason is their discovery of a new Petunia variety with great growing and flowering characteristics. Suntory® decides to plant the Petunias for test in a field next to the rose fields.
How it all began…
At the same time, MNP, what was then known as Moerheim New Plant BV, is busy making professional connections with foreign companies. Through these connections, they hear about the steps that Suntory® is taking into the horticultural market. MNP sees potential in the new Petunia that they have created and soon the first conversations between MNP and the breeders of Suntory® start.
MNP pitches its marketing plans for Surfinia® in Europe at Suntory® in Japan. MNP receives the first Surfinia® cuttings from breeding to test and select in The Netherlands. The marketing plan is approved and the introduction of Surfinia® in Europe could be prepared. The rest is history!
The result is a unique cooperation between Suntory® Flowers Ltd. and MNP, in which MNP obtained the rights for all Suntory® genetics in Europe, Middle-East and Africa. Together, they introduce Surfinia®: the first trailing Petunia produced from cuttings. The Surfinia® Purple.
Consumers meet Surfinia®
In this time the first 800 cuttings from Surfinia® Purple, Surfinia® Purple Mini and Surfinia® Purple Brilliant where planted at grower Aartsen in The Netherlands. During this time also the promotion for growers and consumers start.
The first 20.000 cuttings where made ready for delivery to Van Veen, Royal Eveleens, Continental plants, Duoplant, Floriplant and v.d. Salm.
A million Surfinia®’s sold
The introduction of Surfinia® in Europe is a big success and soon other European licensees like Kientzler, Lazzeri, Boyard, Muller, Four Oaks and Hanson are welcomed. Surfinia® gets its official plant breeders rights and Surfinia®’s are planted at the Floriade in Zoetermeer (The Netherlands). At the end of this year there are more than a million Surfinia® sold in Europe, a real milestone.
The first European Surfinia® meeting takes place at MNP in The Netherlands, together with all Surfinia® licensees.
Guinness World Record
Surfinia® wins Guinness World Record for tallest Petunia.
25 million Surfinia®’s sold
More than over 25 million Surfinia® are sold during this year.
50 milion anniversary
More over than 5o million Surfinia®’s are sold in Europe this year.
Sales record of 65 million
All sales record are broken. This year there were more than 65 million Surfinia® sold in Europe.
Second generation Surfinia®
Sales is steady around 50 million Surfinia. Intro second generation of Surfinia® Trailing Red and Ocean Blue, with the most early flowering of all Surfinia® varieties. They flower 1 week earlier than Deep Red and 2 weeks earlier than all classic types!
# Suntory® Flowers Ltd. receives Horticulture Innovation Award from International Society of Horticultural Science.
Kick-off Surfinia® 30 years anniversary! Surfinia®, market leader for almost 30 years. In 2019, additional promotions will follow for license holders and gardeners. In 2020, special promotions for consumers will follow.
# Surfinia® Deep Red receives Royal Horticultural Society Award of Garden Merit.
30th anniversary for licensees
Beekenkamp (Ann Beekenkamp, Jeroen Egtberts & Marc Driessen)
Florensis (Leo Hoogendoorn & Jeroen Egtberts)
G3 Ungplanter (v? & Klaas Droog)
Haberschill Végétal (Pierre Haberschill, Cyril Haberschill & Klaas Droog)
Plantpol Sp. z o. o. (Klaas Droog & Jerzy Starzyński)
Store actions for consumers
Petunia × hybrida
A hybrid plant is the result of cross pollinating two different plant varieties and growing the seed the cross produces. The plant that grows from that seed is considered a hybrid. Like animals and humans, each crossing produce a lot of seeds which are all different.
Why Hybridize Plants?
We want to combine the qualities of the parents in the offspring to have the best plant as possible. Hybrids might be developed for disease resistance, size of plant, flower, or fruit, increased flowering, colour, taste or any reason a plant might be considered special. Most modern plants currently on sale are hybrids.
Getting to the desired result can take years of crossing. First time crosses are grown out the following year and the plants they produce are evaluated. If they meet expectations, the cross will be repeated and the seeds will be marketed. But it can take many years before a hybrid with the desired traits is even created. And when it is finally created it is tested again for a few years to be sure of a good and healthy specie.
Are Hybrid Plants Unnatural?
Most hybrid plants are intentional crosses, but hybridization can occur in nature. In fact, it happens quite often. Two nearby compatible plants can be cross pollinated by insects or the wind and the resulting seed simply falls on the soil and grows into a hybrid. Few of the flowers and vegetables we grow today are in their original wild form.
“We do the same as insects do in nature. The only difference is that we choose the 2 plants that will be crossed and the insects do it randomly” says Production Manager from MNP Juliette Einhorn.
Do Not Confuse Hybrids With GMO!
In nature, hybrids are hit or miss. Commercial hybrids come about after a great deal of work and many attempts are discarded if they do not produce the desired results. Whether the cross occurs by nature or man, do not confuse hybrids with genetically modified plants (GMO), which are created using techniques such as gene cloning. Hybrids are simply two plants that cross pollinated.
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.