Opportunities to introduce new vegetative varieties

  Steve JonesQ. Considering that Benary bought many of Bodger Seeds’ seed varieties, what made you decide to purchase Bodger Botanicals vegetative varieties?
A. I started the Bodger Botanicals program 12 years ago on a trip to Europe with the folks from Michell’s and Glass Corner Greenhouses. I personally selected every plant in the program. For this reason, I knew the breeders and the products well. Since I also knew what was in the pipeline, I felt there was an excellent opportunity to build a successful business.

Q. How many different varieties is Green Fuse offering? Do you plan to specialize in any particular species?
A. There are close to 200 lines that we are currently selling. We dropped some of the lower selling series of dahlia and verbena, as well as low selling varieties within successful series that we will continue to offer. Our focus is to take advantage of our improved costs at Athena Plants Brazil vs. Bodger’s Chilean operation. This means growing what sells in larger quantities to take advantage of spot order business throughout the year. There are so many neat plants that are on the horizon in the next three years. I’d recommend that people attend the California Spring Trials at GroLink in April 2010 to what’s new from Green Fuse. I don’t want to specialize too much, but would rather be looking for varieties that are really different.

Q. With the consolidation that is occurring in the floriculture industry, has it gotten harder or easier to find sources of new species and/or varieties of ornamental plants?
A. Actually, we have discovered a real need by breeders for access to market in North America. Distribution channels are restricted by companies with commitments to their own genetics. We are in a fortunate place to offer distribution through an open channel. We have found no shortage of good plant material.

Q. Do you feel that most new plants are trialed long enough and in enough locations prior to their commercial introduction?
A. There is enormous pressure to release new genetics before a competitor. This has meant fast tracking and has sometimes led to the release of poorly tested genetics. Also, plant patent laws do not accommodate wide pre-release testing. The European Union has a four year period between plant disclosure and plant patenting. The United States has a one year window. This really creates a challenge. It also creates an opportunity. There is a skill level in selecting new varieties that can only be acquired through experience. Also, we are addressing this is by developing and improving our own internal testing capabilities.

Green Fuse Botanicals is fortunate to have rooting stations located in every major region of North America allowing us confidential testing. With discipline we should have a clear idea what will work and what a new product’s limitations may be. And we must let growers know this information at the front end of a product’s commercialization. And finally, sometimes a grower may want to take a risk, sort out a crop and gain a market advantage and a chance for greater profits.

For more: Green Fuse Botanicals Inc., (310) 458-3580; www.green-fuse.com; info@green-fuse.com.