Dümmen Orange launched a new orchid label for its special small-flowered phalaenopsis: Popcorn ‘Pops up your room’. The sector first became acquainted with this new label during the open days. These Popcorn orchids are available in many colours ranging from white and yellow to light and dark pink. Their unique characteristic is their profusion of flowers that are also smaller than those of similar phalaenopsis varieties.
With Popcorn, Dümmen Orange is introducing a new label for small-flowered phalaenopsis. This orchid’s flowers ‘pop’, just like real popcorn pops open. Hence the slogan: ‘pops up your room’. Each plant bears 50 (!) flowers less than 4 cm in diameter. This makes the total impression slightly different to the usual phalaenopsis varieties. Another plus: the Popcorn assortment provides a wide range of colours, from white and yellow to light and dark pink. This label promises to turn any house into a home because it matches perfectly with any interior style, be it retro, industrial, rustic or designer.
The market for large-flowered orchids is becoming saturated. Dümmen Orange realises that its customers – the growers – need to be provided with a distinctive package of products, and the Popcorn label is helping to do just that. Research has shown that a growing percentage of European consumers respond easily to trends: they are looking for a special look, personal expression and originality. New applications and ideas that express a lifestyle are the ones these consumers appreciate most. Aimed at millennials as end consumers, the new Popcorn label’s fresh and original look is just what they want. The FlowerTrials® marked the launch of the Popcorn campaign, which will continue to inform Dutch growers about this label both on and offline.
Dümmen Orange is the world’s largest breeder and propagator of cut flowers, bulbs, tropical plants, pot plants, bedding plants and perennials. Its annual turnover is about €350 m. The company employs over 7,300 people worldwide. In addition to a large marketing and sales network, Dümmen Orange has a diversified network of specialised production sites. The key to Dümmen Orange’s success is a broad and deep product range, supported by a global supply chain. The company embraces its social responsibilities and invests in the health, safety and personal development of its staff.