June 30, 2021

I'CONIA Aroma Peach wins FleuroStar Award

Dümmen Orange’s Aroma Peach Begonia from the I'CONIA series has won the coveted FleuroStar Award 2021/22. The FleuroStar competition is held annually during the FlowerTrials week in the Netherlands and Germany. The nominated novelties in pot and bedding plants are assessed by breeders, growers, marketers, traders and journalists on commercial value and the wow factor at point-of-sale.


The fragrant Begonia stole the heart of the jury. "I'CONIA Aroma Peach displays a true abundance of double, bi-coloured flowers, which are so elegant and charming! The excellent plant habit and subtle fragrance turn this Begonia into an outstanding eye-catcher for any terrace or garden," said the jury.


Noëlia Mansilla, President EMEA of Dümmen Orange: “This is such great news! I would like to congratulate everyone in the Dümmen Orange team on this fantastic achievement. We are very proud to take home again the FleuroStar Award and we thank the jury for the recognition of this beautiful and high quality Begonia among a very strong competition.”


The luxurious, double flowers of the I'CONIA Aroma Peach - sold in North-America as the I’CONIA Scentiment Peachy Keen - have a soft peach color and contrast beautifully with the dark leaves. Outdoors in the garden, the plant has a subtle peach aroma. The continuous flowering makes the plants ideal for planters and beautiful hanging pots.


Winner chosen by more than 30 experts from the floriculture sector


In total, more than 30 professionals in breeding, production, trade and retail assessed this year’s FleuroStar entries for attractiveness and commercial potential. The I'CONIA Aroma Peach receives significant marketing support to make its go-to-market strategy a success. FleuroStar Award organizer Fleuroselect runs a promotional campaign with international trade and social media and promotes the new winner at trade shows and industry events.