"It is an integrated concept that creates value at every stage, from grower, retailer to end user", says Christian Nissen of Queen Genetics Canada and Queen Genetics USA when talking about the Queen® 3-packs. This ready-to-sell retail solution for succulents was launched about a year ago by Queen® Tarim and together with Queen in Denmark, this concept has taken root in Europe and Euroasia and has recently been unveiled and made available to the North American growers during the Canadian Greenhouse Conference (CGC). The concept is a 3 pack, consisting of three succulents, three concrete pots - available in six colors and specifically shaped for a plug-tray production -, and the box for display.
Christian Nissen at the Canadian Greenhouse Conference presenting the Queen 3-packs .
Queen Genetics Canada and USA
"It all starts in Denmark, where the Queen varieties are developed. Here, they also grow and sell finished products in Europe. Many of the cuttings that are imported by us in North America are produced by Queen Türkiye. This company also grows and sells finished plants into Euroasia and Continental Europe. Unlike other business units in the corporation, we do not grow or sell finished products, we import and distribute the cuttings across North America. So we operate as brokers, importing and distributing cuttings. However, we only deal with Queen Genetics and that is what makes us stand out. And one of our key suppliers is Queen Türkiye."
An integrated concept
About a year ago, Queen Türkiye launched this concept. "As they also grow finished products, they are constantly looking into sales concepts and discovered and experienced the benefits of the Queen 3-packs." Shortly after, also Queen Genetics in Denmark started using this concept. They, as growers, but also their retailers, were very pleased with this concept, which makes growing, packing and selling succulents more efficient. And before officially launching the concept in North America it has been trialed with select growers in Ontario. Due to the positive feedback, it was decided to continue.
Benefits for the grower
So what are the benefits for the grower? According to Nissen, there are many savings on time and money. "First of all, unlike the typical round pots, these specialized pots are designed to fit seamlessly from a designated plug tray, allowing growers to complete a growth cycle in almost half the time it would take using standard 2-inch pots. Under optimal climate conditions, succulents grown in these custom pots can mature in as little as 5-6 weeks, compared to the usual 12 weeks required by traditional methods, potentially halfening the need for light and heating. On top of that, this production approach minimizes time and costs by requiring less growing media, and since there's no need for separate growing pots, growers save further on materials. Another major advantage lies in space efficiency: the compact design allows for a significantly greater number of plants per square meter, maximizing yield and profitability without requiring additional space. And last but not least, the grower only has to deal with one supplier. We can even supply the rooting trays."
So, how does it work? "When the grower receives the Queen cuttings, they transplant it in the rooting tray and then, after 8-10 weeks or even less in certain climate conditions, they can transplant them into the concrete pots that are already placed in the display box consisting of 10 3-packs. So everything that is needed, is taking of the lid of the already assembled box, transplanting the plugs into the concrete pots and the product is ready to be shipped. The product comes fully assembled with 104 boxes on a pallet and with a total of 1040 3-packs on an Europellet."
Simplifying retail operations
So what are the benefits for the retailer? "One significant challenge in retail is ensuring that staff are equipped to manage the plants properly. Queen addresses this by designing products that are easy to sell and handle. Retailers can simply remove the lid from the shipping box, making it hassle-free for both staff and customers."
Customization is a critical aspect of Queen's offerings. "Retailers have the opportunity to develop their own private label lines, creating products that resonate with their specific customer base. Recent trials with select customers in Ontario revealed promising feedback, indicating a strong interest in these customizable solutions."
Ceramics and logistics
It is the first time that Queen Genetics Canada and Queen Genetics USA are also offering ceramics. "Shipping from Izmir, Turkey, to major North American cities like Toronto and Los Angeles is quite a long distance and therefore has its challenges. However, we have ensured that our packaging is durable enough to withstand this long journey while maintaining product integrity. Feedback from initial shipments ensures that our pots are well-received upon arrival at its destination.
Looking ahead: High hopes for success
Nissen is optimistic about the potential of the concept."This high-volume product aims to boost sales in a market that has experienced stagnation, offering a fresh alternative that addresses both consumer demand and operational efficiency. And the focus on affordability and customization makes it accessible for many."
For more information:
Christian Nissen
Queen® Genetics
Queen Genetics Canada Inc.
Queen Genetics USA inc.
Email:[email protected]
www.queengenetics.dk