Selecta one and Armada jointly announced the two companies are entering into a new strategic alliance starting 2022 as the Chrysanthemum markets of Kenya and Colombia will be transferred to Selecta one. The formalization of an already existing cooperation leverages each company’s strengths and assets; for Selecta one, the breeding program and genetics from Armada are a valued addition to their own range, whereas the successful supply chain, worldwide trial stations, and extensive marketing and sales team are relevant to Armada. “We see in Selecta one a strategic partnership where both companies will lead with their expertise to get a hold of our objectives. We share the common goal to expand consumer reach and enhance how customers are served by developing strong genetics and placing them into the market throughout a successful supply chain,” Gerard Lentjes, CEO of Armada said.
Armada has been dedicated to the genetic improvement and the creation of new varieties of chrysanthemums for the past 15 years and showcases a rich collection of cushions, daisies, and interesting novelties. Jordi Caballeria, Selecta Cut Flowers’s General Manager, said: “We are pleased to announce the signing of a strategic alliance: we find this a win-win situation for both parties and a stimulant to Selecta´s growth and strengthening its offering. This new partnership opens new opportunities, allowing us to launch new attractive varieties into key markets. Synergy benefits are central to both companies.” In the meantime, both Armada and Selecta one will work closely together to ensure a smooth transition.
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