EDITORIAL Twists and new Avenues


In this edition you can read about Amazon entering the web-shop market for fl owers. If you think about where they started and what happened to the big traditional bookshop chains, you might have second thoughts. It is going to be interesting if Amazon fi nds a new avenue to attract customers that have so far shopped elsewhere. They might just twist their business model a bit to fi t fl owers, because their model is not to sell great fl owers, it’s to satisfy customers. Because of that, they might ask diff erent questions and get an answer that established players do not get because they do not ask.


This is true for all of us in all the fi elds we are active in, whether it is breeding, producing, wholesale, or retail. Finding a twist to what we do or how we do it might just be a way to innovate our business and fi nd new customers or market segments or in a sense new business. Let me off er a practical example: in Japan Solidago is widely used as an altar fl ower. Having been able to breed the world’s fi rst almost white Solidago – ESTELLE - we have seen the opportunity to position this product for wedding ceremonies. A little twist that can mean a big diff erence. I am sure if we put our heads together, we can fi nd more of those twists.


Sincerely yours, Nils Klemm n.klemm@selectaklemm.de


Fresh Idea!


This arrangement is sure to impress everyone! It is crafted from SpiderTM


Rodrigo gerbera, and is designed by fl orists


from Bloom‘s, a life-style magazine. A spectacular way to celebrate every occasion.


SpiderTM gerbera varieties have high productivity, offering a


different fl ower texture. These varieties give you the oppor- tunity to innovate and achieve a unique look in bouquets and fl oral arrangements.


www.SelectaCutFlowers.com FloralNews 3


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