Logo courtesy of Dümmen Orange
Dümmen Orange has announced several changes in recent weeks, including selling its global orchids business, discontinuing its exclusive licensing agreement for North America with HilverdaFlorist for potted dianthus and discontinuing its licensing agreement with Westhoff for the production of unrooted cuttings of Westhoff breeding products.
The news is part of Dümmen Orange's strategic realignment, with the company already having sold its anthurium production in the Netherlands last month. (Anthurium producer Rijnplant, part of Dümmen Orange since 2015, is independent again as of March 1.)
The company said it's committed to streamlining its operations and focusing on offerings in markets where it already has core competencies and strong positions.
On the orchids news, as of April 1, all Phalaenopsis activities worldwide, including breeding, propagation and sales, are managed independently under the Sogo brand. The business currently employs 330 people and comprises propagation for customers around the world. It has been owned by Dümmen Orange since 2017.
“Saying farewell to our orchids business was not an easy decision for us to make. There’s a fantastic team around the world, and we have shown great things in orchids in recent years, winning many prizes and awards. We just completed another successful Open House in Taiwan. But we have to be realistic," said Dümmen Orange CEO Hugo Noordhoek Hegt. "As a breeder, we cannot always make the difference in the marketplace, which for orchids has its very specific characteristics. To remain successful in the global orchids market, focus is needed. Within Dümmen Orange's global portfolio, we cannot offer orchids that focus, and that is why it’s better to take this decision. With a great team, a strong customer base and hundred percent focus on the orchids business, Sogo is very well positioned to continue to have a bright future.”
Sogo is poised to continue its legacy of excellence in orchid breeding and propagation, and remains dedicated to serving growers, wholesalers and retailers around the world with premium-quality orchids.
“The transition to independent operation marks an exciting new chapter for Sogo, as we strive to innovate and deliver exceptional products and services to our valued customers and partners," said Sogo CEO Dennis Hsiao.
On the dianthus news, HilverdaFlorist and Dümmen Orange are ending their exclusive North American licensing agreement for the production of unrooted cuttings for the HilverdaFlorist dianthus pot series as of Feb. 1, 2025, after years of close cooperation.
The collaboration has been a main driver in the production and sales of unrooted cuttings for potted dianthus, including the Sunflor, Beauties, Olivia, Odessa and Kahori Series, for the North American market.
HilverdaFlorist said the decision was made due to strategic considerations on the part of both companies.
“Starting February 1st, 2025, the complete potted Dianthus range will be exclusively available at Aris-Green Leaf Plants, marking the commencement of our new licensing agreement for the North American market," said Sjaak Sijm, commercial team lead for HilverdaFlorist.
Aris-Green Leaf Plants in Lancaster, Pennsylvania, is already a trusted source with HilverdaFlorist for the production of the Dianthus Flow series. Aris-Green Leaf Plants will be offering both unrooted and rooted liners through all the North American broker networks from its Pennsylvania facility.
On the Westhoff news, Westhoff and Dümmen Orange are discontinuing their licensing agreement for the production of unrooted cuttings of Westhoff breeding products at the end of this season after a long and mutually productive partnership.
“We value the long history of the relationship between our two companies, but the market has changed. Our mutual business models have shifted since the inception of our partnership. Competitive pressures in the marketplace and the rapidly changing global space for breeding companies has led to the mutual realization that both companies need to make changes to better suit the needs of our customers today,” said Christian Westhoff.
The North American market will continue to be supplied from Westhoff’s remaining licensees: Cohen Nurseries, Plant Source International, Quality Cuttings Team and Vivero International.
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