Digitalis purpurea Hanabee F1 White wins

Johan van Velzen, Breeder, Harm Custers, Head of Product Strategy, and Friederike van der Boon, Head of Marketing from Takii accepted the prize from Fleuroselect President Marc Driessen and Secretary General Ann Jennen. The evening was moderated by influencer Michael Perry.

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.

The jury stated: "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."

Digitalis purpurea Hanabee F1 White (Takii/Florensis)

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.

International trade jury

Ann Jennen, Secretary General of Fleuroselect: "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. 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 12th June 2025 at the Benary, Volmary, Elsner PAC FlowerTrials location in Rijsenhout (NL). 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 'Colour Your Story' to the new winner. Plant photography agency Visions ensured stunning images of all entries.

About FleuroStar

The FleuroStar Contest is held annually during the FlowerTrials® in week 24. The competing varieties are grown by the entering companies and in 2025 were displayed at nine contest locations to generate maximum visibility. All FlowerTrials® visitors have the opportunity of seeing the competing entries at close range.