February 04, 2021

New chrysanthemum Ilonka set for large-scale market launch

After many years of faithful service, over the next few weeks Dümmen Orange will be replacing its top chrysanthemum Bacardi with its successor Ilonka. A chrysanthemum with pearly white petals and a fresh, green centre, Dümmen Orange has developed Ilonka in response to the changing demand from growers and florists. Kwekerij Sensation was the first nursery to start producing Ilonka in 2020. The results from this specialist chrysanthemum grower and from Dümmen Orange’s own trials were spectacular. The beautiful flower structure, the number of blooms, the impressive stem weight and the excellent shipping qualities have prompted Dümmen Orange to carry out a major range update as early as this month. Both master grower Ed van Paassen (VannoVa) and Janssen Maasbree Flowers are now switching from Bacardi to Ilonka.

Chrysanthemum of the future
Bacardi topped the leaderboard in the single-flowered white segment for more than 16 years. That is something the Dümmen Orange team is very proud of; the chrysanthemum has a great track record as a market leading product. But not one to rest on its laurels, the breeder’s R&D department has developed a magnificent new cut flower. Peter Laurman, sales manager at Dümmen Orange, on the launch of Ilonka: “Ilonka offers the simple charm of an ox-eye daisy combined with the USPs of a top chrysanthemum. It is a flower that even took us by surprise. Ilonka passed our own trials with flying colours and did just as well in trials at growers. And the product has another great plus point: Ilonka is very easy to dye, with stunning results. When you add in all ornamental and innovation traits, it makes absolute sense for us to continue with Ilonka.”

Growing demand
Janssen Maasbree Flowers is making the switch from Bacardi to Ilonka gradually between week 1 and week 6 of 2021. “They can then harvest in around week 15 or 16,” Laurman says. “That will give the market time to get used to the new white chrysanthemum with the green centre. Van Paassen is also switching from Bacardi to Ilonka in one go in week 9. This means that together with Sensation’s production, supplies of Ilonka will be increased substantially by mid-May 2021 and the already growing demand can be met. The bulk will go to the Eastern European market, including Poland, Russia, Hungary and Bulgaria.”

Voluminous game changer
Dümmen Orange expects Ilonka to be a big hit in Western Europe as well. Its sheer volume of flowers makes it the ultimate bouquet booster for bouquets of any size. But Ilonka is also a wonderful enhancement in the natural-looking white and green bouquets and arrangements that are trending at the moment. Laurman: “We are expecting a lot from Ilonka; it’s a real game changer in white with a green centre.”