Network Meeting: Hydrangea Runaway Bride

Apr 1st 2019

During the IPM 2018 a Hydrangea variety with outstanding and unique characteristics was introduced to the public – Runaway Bride.

The Garland-Hydrangea was born and launched along with an attractive marketing and design concept. From that point Runaway Bride started its successful way across Europe and won several industry and consumer awards. The most prestigious was the “Plant-of-the-Year” Gold Medal at the Chelsea Flower Show.

More than 12 month later the European Grower Network came together at Cultivaris in Heidesheim / Mainz (Germany). Currently 14 production nurseries are growing Runaway Bride in various pot sizes. 2019 will be the first year at the Point-of-Sale in the European Garden Retail. Test sales were done via mail-order company in 2018.

The joined objective of Cultivaris, Media Concept and RiPlant are satisfied consumers across Europe by offering a superb and homogenous quality. Plant quality standards, production methods and marketing activities were discussed, and conclusions were drawn. RiPlant is acting from now as a partner in the Runaway Bride network being responsible for Brand- and Supply Chain Management. The strong triangle (Cultivaris, Media Concept, RiPlant) will support all network growers to achieve best results with this unique plant.

Display of plants during the conference
Group photo: Production-Network Europe

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