Innovation through updating existing products

Schoneveld breeding is concerned with innovations originating from its headquarters in Wilp. These innovations span from the development of new products to the enhancement of existing assortments. "Innovation doesn't always have to mean creating something spectacular and unique. Upgrading existing products can be just as valuable."

Dinja Lankhorst, area manager for North & Central Europe, and Gianfranco de Leo, area manager for South Europe are pleased with the nature of Schoneveld Breeding. "This approach to innovation provides significant advantages for growers," says Gianfranco. "Our products are developed to be easy to cultivate and require less labor than growers might be used to. Furthermore, our wide product range simplifies crop planning for growers."

Continuous development
Dinja emphasizes that innovation also includes improving existing series or addressing weak points. "Innovation doesn't always have to be brand new. Take our Super Serie Verano, for example – a Cyclamen persicum that has been the market leader for 18 years. Its success lies in our continuous development and improvement. Every year, it gets better. That's innovation too."

Illusia and Joybera
The new Illusia is a classic example of innovation, Dinja explains: "This unique product with its remarkable flower attracts a lot of attention. It helps growers stand out while reinforcing our reputation as an innovative company." Similarly, the find that the new Gerbera jamesonii Joybera demonstrates this ethos. Gianfranco notes, "For years, growing gerberas was neither appealing nor profitable for growers. But Joybera, with its exceptional uniformity and abundant flowers from the first bloom, stands out in the market. Growers are thrilled, and end consumers are equally impressed. The 'wow' effect of Joybera is fantastic."

Gianfranco (left) and Dinja (right)

Paradiso Double
Recently, the Primula acaulis Paradiso series was expanded with Paradiso Double. A more uniform, compact plant compared to what has been available so far, it enriches the Paradiso assortment with a "distinctive eye-catcher". Gianfranco shares, "It's a standalone series within a range that has been popular for years."

Ciao Bella
A completely new product range for Schoneveld breeding is the Gaultheria procumbens, introduced under the name Ciao Bella. "This is the first f1 hybrid grown from seed on the market," says Dinja proudly. Available in two perfectly complementary colors, Ciao Bella reflects Schoneveld's focus on strong plant structures, she states. "We aim to position Ciao Bella as a new market standard." The product is launched using a "closed chain approach", where a certified laboratory tests both seeds and young plants for Colletotrichum. "We collaborate with the young plant producer to ensure healthy plants from the start."

A new market approach
According to Schoneveld Breeding, their latest introductions are characterized by their novelty, uniqueness, and consumer appeal. Additionally, the breeder seeks to employ a distinctive market approach. Area managers visit growers, and technical cultivation experts provide product-specific guidance. Growers worldwide test the products in real-life conditions. Gianfranco explains, "We want to ensure the best performance of every variety and every color. That's why we test our products on-site with growers for several years before launching. This way, growers can trust they're receiving quality products. Schoneveld Breeding is a reliable partner."

Tailored product development
Schoneveld Breeding highlightst that their specialists operate globally, bringing extensive knowledge of local markets. "I live in Italy," says Gianfranco. "I'm in constant contact with growers and understand their needs. This enables us to develop precisely the right products." Product development is carried out by crop teams, where colleagues from sales, technical support, and breeding decide together which products to develop for specific regions. "That's why we have Cyclamen suitable for different climates. Each region has its own requirements and conditions."

Sustainability
The discussions at Schoneveld Breeding are not only about convenience for growers but also about sustainability. "Take our Paradiso, for example. It doesn't require growth regulators because it naturally grows into compact plants. It also doesn't need cleaning before sale, as it produces very few yellow leaves. Sustainability is about the environment but also about the economic aspects of horticulture," says Gianfranco. "We reduce labor hours and costs for growers. All our products are simply easier to grow than what's currently available."

IPM
At the annual IPM in Essen, Dinja and Gianfranco will present Schoneveld Breeding's products, including Illusia, Joybera, Ciao Bella, and Paradiso Double. The Schoneveld breeding team will be at stand 2d15 from 28 until 31 January 2025. Visit them to discover how Schoneveld Breeding's innovations can fit into your cultivation plans.