25th Anniversary banner | Dümmen Orange North America
Dümmen Orange will be celebrating 25 years of operation in the North American market throughout 2025.
In 2000, Dümmen established its commercial presence in North America. The team saw the opportunity to be located near the center of the industry’s largest event, known as the Ohio Florists Association Short Course (now called Cultivate) in Columbus, OH. It was a natural choice for Dümmen to position its North American headquarters in Columbus, the heart of horticultural progress. Dümmen modified its name in 2015 to what everyone knows now as Dümmen Orange.
The journey was not without its challenges. In the early days, the company struggled to sell petunia cuttings. A fundamental issue plagued the market – petunias required long days to bloom and wouldn’t flower until May – too late for prime sales. Dümmen Orange knew there had to be a better way. With dedication and years of breeding work, the team developed the Potunia series – the first-ever daylength-neutral petunia with a rounded, bubble-shaped habit. Launched at the Short Course in 2004, Potunia was a game-changer. Within just a few years, annual sales skyrocketed from 200,000 to 20 million cuttings, cementing the company’s reputation as an industry innovator.
That drive to solve problems through breeding ingenuity continued. With calibrachoa and verbena flooding the market, Dümmen Orange saw an opportunity to revolutionize plant combinations. The answer came in 2008 with the launch of Confetti Garden, a line that combined multiple species in a single rooted liner. For the first time, national retailers could offer uniform, reliable combinations across all their stores. What began as an innovative experiment soon became a retail staple, further reinforcing Dümmen Orange’s ability to anticipate industry needs.
“Our Story” timeline | Dümmen Orange North America
“We are thrilled to recognize and celebrate just how far we have come here in the North American market over the past 25 years,” says Frank Magnusson, Dümmen Orange COO for North and Central America. “The innovative products which we have produced during that time have us all remembering the past quarter-century while eagerly looking forward to our future and our continued focus in bringing to the market solutions for our customers.”
“I think our industry will go through an evolution for sure, which is why we want to be a premier presence within the industry, delivering value for our customers,” says Magnusson. “Servicing our customers is our primary focus. That’s accomplished through our people and our products. We have an innovative breeding and technology center in the Netherlands. Our global team has many resources invested in trait breeding and resistance breeding, which will allow us to bring value to our customers – something that is different than a commoditized product.”
For more information about Dümmen Orange North America, please visit na.dummenorange.com.
