Fleuroselect names 2025-26 FleuroStar Award winner
Fleuroselect, the international organization for the ornamental plants industry, announced that the FleuroStar Award 2025-26 has been awarded to Digitalis purpurea Hanabee F1 White bred by Takii and commercialized in partnership with Florensis.
Digitalis purpurea Hanabee F1 White from Takii / Florensis was competing against Ageratum houstonianum Monarch Magic from Florensis, Dahlia LaBella Maggiore Fun Elmo Ruffle from Beekenkamp Plants, Dianthus Hybrid It-Girl from Selecta one, Helianthus annuus Sunfinity Double Yellow from Syngenta Flowers, Pelargonium Grand Idols Glory Days Red Orange Bicolor from Dümmen Orange and Scaevola Surdiva Super Purple from Suntory Flowers Europe.
"Thanks to its pure white colour and outstanding branching, this compact Digitalis is a true innovation for the pot & bedding plant market, opening up additional sales possibilities," said the jury.
Meet Hanabee, the next-level breeding in Digitalis purpurea! The name Hanabee – a contraction of the Japanese word for fireworks ‘hanabi’ and ‘bee’ – perfectly pictures the essence of this innovation. Branching from the bottom, this Digitalis from seed offers multiple stems with white blooms creating a bouquet effect, reminiscent of the luminous glow of fireworks. Its pristine white tubular flowers are a true magnet for bees and bumblebees, turning Hanabee into a genuine contributor to biodiversity.
Hanabee will sparkle at point of sale thanks to its visual appeal and compact format which is easily transportable. Together with pink and deep rose, Hanabee white forms a series which will light up the benches.
Illuminating not only pots and containers but also every flower bed, consumers will love the bursts of floral spikes on the terrace, balcony or garden.
"We are very proud of the fact that high-level players in the market such as Blume 2000, Intratuin, B&Q, the Newey Group, Waterdrinker, Royal Lemkes, IPL Asda, OBI and Emsflower are willing to assess our candidates,” Ann Jennen, secretary general of Fleuroselect. “FleuroStar's success and credibility is due to the diversity and expertise of our jury. "
In total, over 25 professionals from production, distribution, retail, trade marketing or professional press evaluate each entry on point of sale attractiveness and commercial potential. Each jury member has seen the plants in close proximity at one of the nine locations that exhibit FleuroStar entries during FlowerTrials in The Netherlands.
FleuroStar Award Evening at Benary, Volmary and Elsner PAC
The FleuroStar Award Evening took place on June 12 at the Benary, Volmary, Elsner PAC FlowerTrials location in Rijsenhout. Approximately 140 guests from a cross section of the international ornamental plants industry enjoyed a networking dinner, learned more about the entered varieties and attended the award ceremony and announcement of the new winner.
Marketing support from Waterdrinker, DeschPlantpak and Visions
The new FleuroStar winner will receive considerable marketing support to turn its market introduction into a success. Next to conducting an international press campaign, Fleuroselect promotes the new winner at trade fairs and industry events.
Waterdrinker, major Dutch wholesaler selling to international garden centers and florists, will offer premium product placement during 3-4 weeks at its Green Trade Center next season. DeschPlantpak, a key pot supplier, dedicates a full spread in its next lifestyle brochure 'Color Your Story' to the new winner. Plant photography agency visions ensured stunning images of all entries.
