Articles
A modified Serruria market: the introduction of new cultivars distinct in appearance and flowering behavior
Article number
1463_6
Pages
37 – 42
Language
English
Abstract
This study investigates the transformation of the Serruria (‘Blushing Bride’) market with the introduction of named cultivars that are distinct in both appearance and flowering behavior.
The uniqueness of Serruria cultivars allows them to occupy a niche market within the broader floral industry.
Prior to 2022, only two Serruria cultivars were named with the Dutch auction and sold as commercial cut flowers; whites under their species name Serruria florida and one pink cultivar ‘Sugar n Spice’. New cut flower cultivars of Serruria have been developed and released by Future Fynbos, each characterized by unique visual traits and bloom patterns designed to meet market demand for novel and aesthetically appealing floral products.
These innovations aim to enhance market competitiveness and to extend the availability of cultivars throughout the season.
Traditionally, Serruria production in South Africa starts in June and extends to end October.
Future Fynbos has selected new cultivars with varying flowering times that allow for availability as early as May, ensuring that white and pink cultivars can be offered together throughout the entire season.
Future Fynbos sees further potential in breeding efforts to improve the existing characteristics.
By extending the flowering season and providing greater variety, Future Fynbos aims to strengthen the market appeal of Serruria as a niche but consistent product.
As consumers become increasingly selective, having diverse options and reliable availability is essential for capturing and sustaining interest in the unique beauty of Serruria flowers.
Details of each cultivar are discussed.
The uniqueness of Serruria cultivars allows them to occupy a niche market within the broader floral industry.
Prior to 2022, only two Serruria cultivars were named with the Dutch auction and sold as commercial cut flowers; whites under their species name Serruria florida and one pink cultivar ‘Sugar n Spice’. New cut flower cultivars of Serruria have been developed and released by Future Fynbos, each characterized by unique visual traits and bloom patterns designed to meet market demand for novel and aesthetically appealing floral products.
These innovations aim to enhance market competitiveness and to extend the availability of cultivars throughout the season.
Traditionally, Serruria production in South Africa starts in June and extends to end October.
Future Fynbos has selected new cultivars with varying flowering times that allow for availability as early as May, ensuring that white and pink cultivars can be offered together throughout the entire season.
Future Fynbos sees further potential in breeding efforts to improve the existing characteristics.
By extending the flowering season and providing greater variety, Future Fynbos aims to strengthen the market appeal of Serruria as a niche but consistent product.
As consumers become increasingly selective, having diverse options and reliable availability is essential for capturing and sustaining interest in the unique beauty of Serruria flowers.
Details of each cultivar are discussed.
Publication
Authors
C. OBrien, N. Naudé
Keywords
new cultivars, ‘Blushing Bride’, visual traits, flowering time, extended market
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