An iconic brand story

History of Surfinia®

1985

Breeding 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.

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Surfinia® testing fields in Japan
1987

How it all began…

At the same time, MNP flowers, 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 flowers sees potential in the new Petunia that they have created and soon the first conversations between MNP flowers and the breeders of Suntory® start.

Suntory Flowers Ltd. breeding team
1988

Marketing Surfinia®

MNP flowers pitches its marketing plans for Surfinia® in Europe at Suntory® in Japan. MNP flowers 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!

Surfinia logo 2019-21

Surfinia® girl (8 years old)
1989

Surfinia® Purple

The result is a unique cooperation between Suntory® Flowers Ltd. and MNP flowers, in which MNP flowers 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.

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Surfinia® Purple
1990

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.

balcony twined with flowers of petunias on facade of the house on the Piazza Navona, Rome, Italy

Surfinia® Purple
1991

Growing Surfinia®

The first 20.000 cuttings where made ready for delivery to Van Veen, Royal Eveleens, Continental plants, Duoplant, Floriplant and v.d. Salm.

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Surfinia® young plant
1992

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.

Surfinia® in Amsterdam (The Netherlands)
1993

Joined promotion

The first European Surfinia® meeting takes place at MNP flowers in The Netherlands, together with all Surfinia® licensees.

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One of the first Surfinia® advertisements from Japan
1994

Guinness World Record

Surfinia® wins Guinness World Record for tallest Petunia.

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Surfinia® Petunia
1995

25 million Surfinia®’s sold

More than over 25 million Surfinia® are sold during this year.

Wall mounted hanging baskets with trailing vibrant white and pink surfinia flowers

Surfinia® Purple
1999

50 milion anniversary

More over than 5o million Surfinia®’s are sold in Europe this year.

SURFINIA® Deep Red | Colors your city

Surfinia® Deep Red
2010

Sales record of 65 million

All sales record are broken. This year there were more than 65 million Surfinia® sold in Europe.

Dutch Surfinia® Comic strip (Michel de Boer)
2017

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.

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Surfinia® Trailing Red
2018

Re-branding Surfinia®

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.

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Old and new Surfinia® logo
2019

30th anniversary for licensees

MNP flowers and Suntory® Flowers Ltd., proudly celebrate the 30th anniversary of Surfinia® – an iconic flower that you will find everywhere in the world. To celebrate this major milestone and hence, express our gratitude to you for working together with us to help Surfinia® rise up till what is has become, we want to present you a special token of our appreciation. A perfect symbol of what Surfinia® stands for: a beautiful, natural product that has the power to brighten up the streetviews of the world. It doesn’t matter where you live or who you are, Surfinia® suits you. Every person. Every garden. Every city. Then. Now. And for the upcoming 30 years.

Surfinia® 30th anniversary logo

Surfinia® 30th anniversary (copper trowel)

Beekenkamp (Ann Beekenkamp, Jeroen Egtberts & Marc Driessen)

Syngenta

Syngenta Flowers (Michael Kester & Jeroen Egtberts)

Florensis (Leo Hoogendoorn & Jeroen Egtberts)

Van Veen

M. van Veen B.V. (Jeroen Egtberts, M. van Veen & Albert van Veen)

G3 Ungplanter (v? & Klaas Droog)

Surfinia® 30th anniversary | Volmary

Volmary (Yoav Scholz & Jeroen Egtberts)

Haberschill Végétal (Pierre Haberschill, Cyril Haberschill & Klaas Droog)

Surfinia® 30th anniversary | Kientzler

Kientzler Jungpflanzen (Ludwig Kientzler & Jeroen Egtberts)

Plantpol Sp. z o. o. (Klaas Droog & Jerzy Starzyński)

Surfinia® 30th anniversary | Lazzeri

Lazzeri (Jeroen Egtberts & Andrea Lazzeri)
2020

Store actions for consumers

Coming soon…

Surfinia® banner at MNP flowers, Leimuiderbrug (The Netherlands)
future 2049

Petunia × hybrida

BOTANICAL ROOTS

Hybrids

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 flowers 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 AND OUR

OTHER BRANDS

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® geneticsMNP flowers recoups this license fee to its business partners by creating marketing concepts, arranging free publicity and PR, safeguarding plant quality, etc.