"IFTEX 2024 was a pivotal event for us to showcase our varieties and connect with other key stakeholders," says the United Selection team. Since 2012, the rose breeding company participated in this trade show. Also, this year, they were present to showcase their newest breed of varieties, and highlight their partners. However, before the company presents new varieties, they subject their roses to a selection process. This process starts shortly after IFTEX. We interviewed Nelson Kimathi, Marketing Assistant at United Selections to learn how they experienced the IFTEX and the story behind their rose varieties.
The United Selections team at IFTEX 2024.
Networking, and learning about market developments
"IFTEX is a unique platform, offering unparalleled exposure and learning opportunities," states Kimathi. When it comes to this exposure, he finds that mainly the 'Nova Vita, Rise & Shine', 'Premium Class', and 'Champagne blossoms' got attention from IFTEX visitors: "Attendees were particularly impressed by the bloom, petals, deep color, and the large head sizes of our varieties not forgetting the strong stems. It was special to see that the roses gather this amount of interest from all kinds of people, including growers from Asia, Ethiopia, and Saudi Arabia. As well as end-users who could direct our varieties to growers."
When it comes to the Saudi-Arabian visitors, Kimathi comments: "Most of our interactions were with parties from Saudi Arabia. They were quite interested in getting some of our varieties. We still have to formalize these partnerships, but we can say that Saudi-Arabia is a promising market: They are not only interested in standard roses, but also in spray roses. Moreover, they are quite interested in whites and peach varieties such as the 'Nova Vita', and 'Champagne blossoms'."
Visitors attending the United Selections stand
According to Kimathi, the trade fair is also an opportunity to learn more about market, and the experiences of growers. He points out that chrysanthemums and alstroemerias received a lot of interest as they have bright colors and are relatively easy to maintain. "In other words, I learned a lot at IFTEX. We realize that a lot of growers and crop managers are the ones on the ground, their advice is valuable to us. To appeal to the end users, we also need to appeal to the crop managers," he says.
The process of creating new rose varieties.
"Introducing a new rose variety isn't just about adding a new rose to our catalog," Kimathi says. In fact, it involves a selection procedure of several months: "It's something that takes time." At United Selections, the rose selection process starts right after IFTEX, when excitement is high and the discussions with key stakeholders are fresh in mind. The process takes primarily place in Nakuru and Naivasha, Kenya.
Kimathi elaborates on the process, saying: "During selection, we look at every detail—petal count, head size, stem strength, and how often they bloom. Likewise, we aim for more disease resistance, strong (sea freight) transportation, and higher yielding varieties. We also keep an eye on market trends and what consumers want, ensuring our new varieties meet current demands and future needs. Each team member notes down these traits and decides if a rose is a worthy candidate." According to Kimathi, the United Selection team is now concerned with giving names to the flowers. Afterward the flowers will be propagated, trialed and promoted.
The selection team at work
Kimathi finds that the matter of color is the most challenging part of the process. For that reason, he's glad he is part of a wider team that gives feedback and advice. "Our decisions are made collaboratively with the team, using data collected through our data registration system, E-Brida. This system allows us to analyze the data thoroughly and make informed choices about which roses to introduce to the market. Our team—from research and development to sales and marketing—deliberates to choose the best roses for the market. Our aim is to introduce the next award-winning rose, in addition to our existing assortment which includes the Madam Red, Confidential, Nova Vita, Jumilia varieties. Creating a new rose variety is a labor of love passion," he concludes.
For more information:
United Selections
www.united-selections.com