Astronova®, the new star in the flower sector

This unique cut flower, which has a 14-day flowering period, stands out due to its special shape and rich tones. Astronova® stands for innovation and beauty and is set to be comprehensively tested in the market over the next few months. It is a versatile cut flower with a unique appearance and an above-average vase life.

Special partnership for a special flower

Three partners have been collaborating on the market launch: Royal Van Zanten, a renowned breeder; Together2Grow, a leading grower; and Coloríginz (part of Dutch Flower Group), the platform for new and exclusive flowers. They are jointly bringing this unique flower sensation to the European market. The official product launch is scheduled for the middle of 2025. In preparation for this market launch, a pilot project has been initiated and will continue until mid-2025.

The collaboration between the partners got underway about three years ago, following a preparatory breeding process by Royal Van Zanten, which took nigh on a decade. The experiences gained introducing Astronova® to the American market a couple of years ago prompted Royal Van Zanten to tackle the European market. ‘It’s great to be cooperating with the experts from Together2Grow and Coloríginz. We complement each other, and that’s extremely important in a project like this. Together we will make it a success’, says Royal Van Zanten’s Managing Director Maarten Goos.

Royal Van Zanten and Together2Grow previously collaborated with Dutch Flower Group during the introduction of the successful brand Charmelia®.

All parties involved are contributing their own expertise. Together2Grow has many years of experience when it comes to cultivating Alstroemeria and Charmelia varieties and has been putting this knowledge to good use for the development of Astronova®. ‘As the grower, we’re selecting only the very finest stems for the purposes of this introduction. What’s more, it’s essential for us to bring this product to market as a sustainable flower’, says Robin van der Knaap from Together2Grow.

Astronova®

The flower, name and branding for Astronova® unite science and art. The breeders drew inspiration from the brightness of the stars and the rich colour gradations in paintings by the old masters. The flower combines light and shade, is an artistic product of science, and amalgamates the partners’ experience and character. A unique introduction and collaboration.

Innovation in the market

The partners are keen for this versatility to encourage florists and consumers alike to get creative: ‘Beautiful flowers abound on the market. This unique new flower, developed by Royal Van Zanten, showcases our desire to work together on a flower that’s not just aesthetically pleasing but also inspires people to come up with new bouquet compositions on a deeper, artistic level’, says Bob Goedemans, Commercial Director at Coloríginz.

Coloríginz will be making a limited quantity of this unique new flower available to selected partners in the run-up to the launch and during the pilot until the middle of 2025. Florists and flower traders who are keen to be involved in this special stage can get in touch with Esther Mooij from Coloríginz for further details.

Further information can be found at: www.astronovaflowers.eu.