Starting in October 2022, two experienced Flemish floriculture companies will join the existing innovation network AZANOVA. AZANOVA began in 2008 as a cooperative of some 20 progressive azalea producers, who together with ILVO as partner for breeding, made smart investments in market- and consumer-oriented, qualitative innovations.
The specialized companies FlorAmor and Hortibreed, active in breeding and in international marketing, are now joining this network.
FlorAmor and Hortibreed, both headquartered in Lochristi and led by Alain De Mol, see a clear added value to a more integrated innovation network.
Alain De Mol: "Through our entry and investment, we are entering a broader knowledge environment that comprises both the historical azalea collection and the latest genetic breeding tools. This gives us more opportunity for interesting potential innovations, and above all for well-organized valorization."
Hortibreed specializes in breeding and marketing azaleas and Rhododendron. Stefan Laridon, business unit development: "To ensure continuity on the breeding side, we recently hired an ornamentals researcher, Steven Engelen. He brings over 15 years of experience at Bayer and, together with the ILVO experts, he will supervise the breeding program for AZANOVA and draw up its breeding objectives." Additional marketing know-how will become available in the AZANOVA group through Hortibreed.
Dr. Johan Van Huylenbroeck, Scientific Director of floriculture at ILVO: "This expansion means that for the first time we span the entire chain from research to consumer-oriented marketing. That is a strength. For the first time in azalea breeding there is also real balanced private-public cooperation. As a result, the fundamental knowledge development at ILVO receives accelerated valorization." The breeders' rights of the new introductions are jointly managed by ILVO and Hortibreed.
A first feat from the new AZANOVA network is already being announced.
Christoph Stevens, sales and marketing manager at FlorAmor: "For the 25 year anniversary of Flandresse, the group presents the new line Flandresse Premium Aiko. That line includes high-quality cultivars from the ILVO breeding program."
The Aiko cultivars are known for their special flowers and extra-long shelf life in the living room.
As a result of the above consortium, the future of the azalea industry looks bright.
Contact:
Greet Riebbels, ILVO Communications, Greet.Riebbels@ilvo.vlaanderen.be Tel. +32 (0)486 260 014
Alain De Mol, Floramor Alain@floramor.be Tel. +32 (0)479 300 101
Johan van Huylenbroeck, ILVO Scientific Director of floriculture Johan.Vanhuylenbroeck@ilvo.vlaanderen.be Tel. +32 (0)9 272 28 62
