We polled a few breeding companies to learn about their 2024 successes and what drove their breeding efforts this past year. Despite some unpredictable weather, supply chain issues, and changing consumer demands across the U.S., several nursery operations’ native and new ornamental introductions continue to help consumers beautify their spaces. The results are a resounding year-end success.
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Stay tuned for Part 2 and Part 3 of our look at 2024 trends in varieties from plant breeding companies.
Navigating Unpredictability
“It can be easy to overinvest in inventory, anticipating big swings in demand only to see it backfire. Those who were able to keep their forecasts in line with anticipated demand are faring better.”
“In a time where the value of the dollar can be as unpredictable as demand, it’s ok to sell out and keep focus on profits over opportunities that lack clear definition.”
“We tend to look at our breeding activities over a longer period than to try and react to what happened from one year to the next. Certainly, there has been a great deal made of the impacts climate change has had on the environment, and we see this in how certain sectors of the industry are embracing eco-friendly plants (plants with greater drought tolerance or plants that attract pollinators and wildlife).” – Alec Charais, Bailey Nurseries Chief Marketing and Product Development Officer
Consumers Like it Local
“The demand for locally grown cut flowers has been on the rise. Specialty cut flowers, especially those that are difficult to ship from offshore, have become an important category for local growers.”
“Also, there is a growing interest in exotic and rare flower varieties that are not commonly found in mainstream markets. Today’s consumers prefer to buy local and want to support local farmers and businesses. They also are seeking high-quality, disease-resistant plants that can thrive in urban environments. That includes cut flowers, succulents, caladiums, and house plants.” – Snow Maestas, Benary Marketing Manager for North America
Tuning in to Trends
“The positive response from customers was a clear indicator of the success of our renewed focus on our perennial business. Ultimately, these trends underscored the importance of versatility, resilience, and seasonality in our breeding programs. By aligning our efforts with these evolving market demands, we were able to introduce new varieties that resonate with both growers and consumers, positioning us for continued success in the years to come.”
“In 2024, several factors and trends played a significant role in guiding Dümmen Orange’s breeding efforts. One of the key drivers was the increasing demand for resilient and versatile plants that can thrive in various climates. As weather patterns continue to become more extreme, consumers and growers alike are looking for varieties that are not only beautiful but also robust enough to withstand challenging conditions. This trend led us to focus heavily on breeding programs for disease-resistant plants behind our Intrinsa brand.” – Marta Maria Garcia, Head of Product Management, Marketing & Retail at Dümmen Orange
Building Supply First
“In our case, the naturalistic gardening and Dutch wave — along with customers’ interest in native cultivars — has been good for our genetics, but building supply first allows the product to reach the consumer, whether it’s a propagator, a grower, or a homeowner.”
“In 2024, we updated and published a larger Genetics and Supply catalog and launched IntrinsicIntroductions.com to back it up with downloadable pictures and links to all our suppliers throughout the world.” – Brent Horvath, President – Intrinsic Perennial Gardens
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A Big Year for New Varieties (Part 1)
