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New varieties deserve the spotlight

The latest market introductions in Anthuriums

New varieties have been introduced to the market for decades. The latest bred varieties used to be put in the spotlight at trade fairs and open house days. If the grower then offered his new asset at the auction, the news quickly spread by word of mouth and within a short time everyone knew of the existence of this new flower or plant.

Nowadays it’s different. With all the e-commerce and remote buying options, word-of-mouth advertising is no longer as effective. How do you stand out when there is a supply of many thousands of flowers and plants, that find their way to the florist or garden centre every day? Partly because of the changing market, Anthura has started a number of campaigns this year together with its clients who grow these new products. The aim is to inform and enthuse our target group and to reach as wide an audience as possible with the newcomer in question.

We are very pleased with the final result. We also look back with pride on the introduction campaign of the pot Anthurium Micra®. This little all-rounder is a real gem in the range for small pot sizes, so this novelty has been introduced by growers with a top quality packaging for the show models, high-end photography and an explanatory video ad that can be used on the different social media.

Export companies were visited with the new Anthurium cut flower Extase® to introduce them to this beautiful white/green variety. A selfie frame and stick are included with the vase of flowers to emphasise the fact that Extase creates the perfect picture when it is processed. This way, a delivered arrangement stands out just a little bit more to all the buyers and sellers, so it will be included in the assortment more quickly.


Caribo® cannot possibly have escaped anyone’s attention. Totally stylish and packaged as a gift, this bright pink, cold-tolerant cut Anthurium has also been targeted at the retail trade.

For Extase and Caribo we also designed attractive posters. The demand for physical promotional material from wholesale and retail stores continues, and these beautiful posters can be used to brighten up business spaces.

Last but not least, there is the communication process. With various communication tools, we hope that our growers will have a flying start after the introduction of their novelty. This is always a fun challenge and important for the success rate of a variety. We like to work together with our customers in order to achieve the best possible starting point for successful cultivation and sales.