MNP/Suntory Musthaves magazine 2022/2023

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Explore now what’s new from ‘the plant pioneers’ for propagators, growers, exporters, wholesalers and retailers

BEDDING PLANTS 2022 / 2023

MUSTHAVES MAGAZINE


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“We feed the soil with our unlimited love, passion & dedication.”


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“We create new markets, instead of supplementing existing ones. We’ve been pioneers & gamechangers since 1888.”


CONTENTS

THE PREFACE

10 - 15

NEW*FOR PROPAGATORS

26 - 33

OUR HERITAGE

34 - 35

BRAND VALUES

*Test & clean starting material (in vitro) available now!

16 - 19

NEW*FOR GROWERS

*Young plants (RC & URC) from propagators available now!

20 - 25

NEW*FOR RETAILERS

*(half) finished plants from growers available now!

36 - 43

MEDIA CENTER

44 - 45

GET IN TOUCH

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06 -09

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BEDDING PLANTS 2022 / 2023

THE PREFACE


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OUR PASSION We are pioneers & trendsetters in breeding, selecting,

That’s why we can market our genetics (years) earlier than

marketing, and licensing innovative & superior quality

other breeders. Our challenge is therefore to conquer the

bedding plants. Our passion is to give the world unique

market with a small team of passionate professionals as

and high-quality indoor & outdoor plants which make the

effectively and originally as possible. By being the first on the

modern consumer happy and the world more colourful.

market, a sophisticated marketing vision, a professional

Besides that, we want to create new markets, instead of

dealer network of healthy cuttings, passionate growers

supplementing existing ones. How do we do this?

making ultimate quality finished plants and wide sales channels, we can build great brand awareness and quickly

We sell our genetics to growers and propagators under

gain large market shares.

license as widely as possible, so everyone can become our customer (licensee) or even a breeder (propagators). Because we don’t have our own production of cuttings we can fully focus on breeding, selection and effective brand marketing of the unique properties and quality with end

Erwin Giezen

consumers in our mind.

Head Marketing, Communications & Trade

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“We fully focus on breeding, selection & effective brand marketing.”

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BEDDING PLANTS 2022 / 2023

Pioneers and trendsetters in breeding, selecting, marketing and licensing of innovative and superior quality (bedding) plants.

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NEW*FOR PROPAGATORS *Test and clean starting material (in vitro) available now!


LILAC

COMPACT PINK

Var. Bonmad 8142

Var. Bonsc 16100

Var. Bonsca 6192

It will be a never ending summer with the new

When Art Deco meets modern fashion Surdiva® Lilac

This year we welcome into Surdiva® Collection a new

Grandaisy® Giant White Yellow Eye! Giant flowers,

comes up! More fan-shaped flowers in a new and

icon. As the name says, Surdiva® Compact Pink has

longer resistance and more lasting beauty. Welcome

particular colour.

smaller size and shape if compared to a Classic one,

her into the list of your summer favourite decorative plants.

but same elegance and style.

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GIANT WHITE YELLOW EYE

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DARK YELLOW FLAME

DARK PINK FLAME

RED FLAME

Var. Bonxer 1862

Var. Bonxer 1816

Var. Bonxer 1856

Granvia® Dark Yellow Flame will amaze you with its

Pink is the fashion colour this year, bright and

Intense red, as passion & love. We are excited to add a

changes in colour between when it has half-closed

bubbling, as our Granvia® Dark Pink Flame.

new shade to the Granvia® collection, welcome to the

flowers and when it decides to show its intense yellow heart to the world!

Granvia® Red Flame!


FLAMINGO PINK

LAGOON BLUE STAR

Var. Sunpa 0931

Var. Sunpa 201

Var. Keiperurihem

We can assure you have ever seen a yellow like this!

“Do the Flamingo this summer.” The Flamingo Pink is

Immerse yourself in a special lagoon full of flowers…

Bright and shining like the sun at midday, she will light

unique because of the beautiful drawing on the flower.

Surfinia® Lagoon Blue Star is here and she is already

even the darkest of gardens. She grows compact with

The edges of the flower are flamed light pink. It

blooming!

lots of flowers and her peculiarity, further her special

resembles the feathers of a flamingo, which is also

colour, is that her hearts has different colours shades.

why this species gets its name. Furthermore, the

She is a very special one!

flower has dark pink speckles.

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GOLD

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PURPER RED WHITE HALO Var. Sene Nina 55 Say “Hi” to this new and beautiful Senetti® Red White Halo! She is so particular to seem painted… but she is not! Her peculiarity stays in her bright and special combination of colours, but it is not her only power. Find out more in the description below.


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NEW*FOR GROWERS *Young plants (RC & URC) from propagators available now!


RED ORANGE FLAME

BIG WHITE

Var. Bonxe 1642

Var. Bonxer 1639

Var. Sunpa 4571

Let’s pop some pink bubbles, because this year we are

The crispiness is tinged with new colours: the new

The Big White will conquer you with her amazing pure

introducing our Granvia® in Pink Flame. These

Granvia® shade is hot just to see! The Red Orange

and candid colour white. Elegance and simplicity are

bubblegum coloured flowers are a true girls dream. If

colour is reminiscent of a flame that does not burn to

her strong points, the high contrast between flower

it would be up to us, we’d cover every gardens in these

the touch but still surprises with its crunchy petals.

colours and leaves is inestimable and very attractive.

Alice in Wonderland blooms.

Flowers up to 9 cm large and fast flowering make up

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PINK FLAME IMPR.

the perfect picture of a classic.

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RED ORANGE

WHITE RED EYE

Var. Sene Igonii

Var. Sene Niregoku

The red sensation! This pure red Pericallis variety is the

Of course you know the Senetti® White already. The

brightest variety on the market. It radiates power and

whitest Pericallis on the market. But this is another

passion in early spring. The strong colour of the

special white variety. It has a red heart instead of blue

Senetti® Red Orange will blow your mind!

and its petal edges are coloured in red/purple which gives it a real subtle glow.


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NEW*FOR RETAILERS *(Half) finished plants from growers available now!


CARMINE XXL

FASHION PINK

Var. Sunpa 4132

Var. Sunpa 2015

Var. Sunpa 4411

A new yellow addition to our classic Sundaville®

We’re so excited to share the Carmine XXL with you.

We know you were waiting for Fashion in Pink! So here

collection. She won’t give you lemons, but she’ll shower

She’s a twist on our classics as her big red flowers have

it is. Bright and bubbly, just like you would expect. She

you with plenty of flowers. And although sour might be

a velvety feel, which is almost fabric like. It makes her

is a little sun worshipper and doesn’t require a lot of

in her name, she is just the sweetest. Adding her to

look very lush and luxurious. Her big flowers can get as

water. She’s perfectly mounding and fits perfectly on

your collection of garden plants will create the ultimate

big as 9 centimeters.

any garden table. It’s going to be a lazy summer with

summer vibe.

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LEMON

this pink lady in your garden.

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SUPER BLUE

KOBALT BLUE

SNOW BLANKET

Var. Sunsenesubu

Var. Sunsenehaha

Var. Bonsca 14206

We proudly present another never seen colour in our

This might come a little out of the blue, but we’re

Surdiva® Snow blanket has even better branching and

Senetti® collection: Super Blue. This Senetti® has

introducing a second blue variety: Kobalt Blue. You’ll

grows more compact than our classic white variety.

flowers that look like they’ve been dipped in ink, as

be truly able to trade those winter blues for floral

She blooms fully, rich and like a real diva!

their hue is deeply blue. The yellow pollen forming at

blues and fill your garden with Senetti® super early

its heart almost look like stars on a blue night sky

spring.

background.

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TRAILING VIOLET

TRAILING LIGHT YELLOW

Var. Surf Minisaro

Var. Surf Migoyago

Var. Surf Tohakuha

Her pure white cloud of flowers, decorated with subtle

This year we’re re-introducing this icon, innovated and

This Light Yellow Surfinia® seems to come straight

green veins give off a modern and cool vibe. This

improved. Meet Surfinia® Trailing Violet 2.0. She’s

from the enchanted forest. Her heart shows a bright

trailing Petunia has quite big flowers as they can grow

stronger, bouncier and last longer. A next generation

yellow, which overflows in pastel coloured petals. Her

up to 7 centimeters. She’s an early bloomer and lasts

of queens is born.

flowers are playful, curly and pop nicely off the green

longer than the average Petunia. It results in a floral

foliage. This Trailing Surfinia® also lasts and blooms

fairytale.

earlier than the average Petunia.

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WHITE MORN

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TRAILING BLUE VEIN

YELLOW SUNSHINE

Var. Surf Gorehago

Var. Bonma 189

Surfinia® was the very first vegetative Petunia series. It

The Grandaisy® Yellow Sunshine is another yellow

reinvented the category and lead the vegetative

variety. But where our Gold variety is shimmering,

annuals revolution. Surfinia® Petunias are No. 1 in

shiny and bright, is Grandaisy® Sunshine a softer

Europe, where brilliant cascades fall from window

yellow.

boxes everywhere.


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OUR HERITAGE


GAMECHANGERS

FROM SEED TO CUTTINGS

Through the export and trade in Japan with Keisei Rose

With our extensive cooperation, we have completely turned

Nurseries, in 1987 we came in contact with the company

the ornamental plant sector upside down. It was now a

Suntory®, which was mainly known for its whiskeys,

foregone conclusion for many propagators to only set up

liqueurs, beers and soft drinks, but they also had a small

productions with young plants from cuttings. From this

plant breeding section together with Keisei Rose

moment on seed raised Petunia’s got a strong competitor.

knowledge about the European market to introduce their

It's interesting to know if you are or have been working

genetics. With a lot of interest, Theo Ruys and the current

within the floriculture industry, that many international

CEO of MNP, Jeroen Egtberts, flew to Japan to see their

propagators and/or breeders as you know today would

varieties. This is where they saw the future of (bedding)

not have existed or have been so successful without the

plants.

discovery, evolution and bold introduction of this first Petunia from cuttings by MNP / Suntory in 1990.

They discovered a totally new Petunia variety in their flowering fields with amazing flowers and growth

Since the introduction of Surfinia® 30 years ago,other

characteristics. In 1988 Jeroen pitched the European

milestones have followed. We’ve introduced the first

marketing plan for this new trailing Petunia species and

mini-petunia or Calibrachoa (Million Bells®), the first

called it Surfinia®. The introduction in Europe began, along

Pericallis (cineraria) from cuttings named Senetti®, the first

with the opening of a new business unit called Moerheim

Red Mandevilla (Sundaville® Red), and the further

New Plant (MNP) in 1989.

innovation of the Mandevilla/Dipladenia group as a pot & tub plant. The first compact and early flowering pink and

After thorough tests and selections, we introduced the

white Euphorbia (poinsettias) with Princettia®. We innovated

Surfinia® Purple in 1992. This was the world’s very first

the Scaevola market with the new Surdiva® varieties. The

(trailing) Petunia from cuttings, which turned out to be a

latest introduction and revelation of the large-flowered,

global revolution. Surfinia® Purple would be the best-selling

compact strawflowers (Xerochrysum Bracteatum) as a pot

Petunia worldwide for a long time. Alongside this success,

plant (Granvia®). Year by year we are enlarging all the

we obtained the future rights for test, selection, marketing &

brand's collections with unmatched quality and innovative

sales of all Suntory® genetics in Europe, the Middle East,

varieties.

and Africa as head licensor.

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Nurseries. They were looking for a trusted partner with

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“We changed the game. Where plants were always grown from seed, now almost all are grown from cuttings.”

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JOINED FORCES From 2021 we are proud to sell our commercial services

It's the cultural strengths that connect and reinforce us. The

and products in Europe, the Middle East and Africa under

Japanese innovativeness and the immense sense of detail in

the name MNP / Suntory! This commercial move allows us

combination with the Dutch effectiveness and free trading

to communicate our corporate message in a stronger and

spirit has been the formula for success for so long but the

more efficient way.

most important thing is that we’re honest, loyal and respect each other. This is how we keep building a stronger and

By working together intensively for over three decades, MNP (the Netherlands) & Suntory Flowers Ltd. (Japan) became inseparable. The partnership we have, moved from a strong collaboration to a solid cooperation.

more recognizable brand for the future.

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“Loyalty, trust & honesty are the most important ingredients for our success.”

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GROWING TOGETHER With our business model we sell genetics under license (PBR) mainly for vegetative plant propagation (cuttings)

BEDDING PLANTS 2022 / 2023

to specialized companies, so called propagators. Due to this model, we have grown into experts and pioneers in the field of high-quality summer bloomers. This model offers many advantages as we mentioned before. Another big advantage is that with a wider distribution of our products we can get a more effective market coverage and also healthy business competition arises, which has a positive effect on the sales numbers and prices to remain relatively stable and low. Fruitful partnerships To be successful as a breeder we need to bring the plants to the people. Of course, we can’t do this alone! That’s why we see every company in the supply chain as a stakeholder. Every link within it is equally important. Therefore, we’re incredibly proud and grateful that we have already worked, for over 30 years, with the largest and most distinguished propagators & growers worldwide. (Small) selection of licensies | MNP / Suntory 2022

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01 Breeding, selection, marketing & licensing

02 Propagators (Licensees)

03 Growers

Our genetics are top-notch, and all our 'power' brands are market leaders in their own category. Mainly because we have created them ourselves, changed it or evolved it for the better. 04 Wholesale & exporters Now, it’s time to take the next step. How can we make the transition from distinguished trademarks to recognizable consumer brands and stimulate the marketing of our new genetics in the next 10 years? We want to increase the brand awareness and visibility of

05 (online) retailers & florists

our quality brands by linking them together and being a connecting factor throughout the supply chain. Therefore, we need a proactive and creative market approach. We will move from push to a push-pull strategy to broaden our playing field. Our communication has to reach not only propagators and growers but also exporters,

06 Consumers

wholesalers, (online) retailers and even consumers.

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KEEP PUSHING

Push-pull market aproach | MNP / Suntory 2022

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“The house of brands headquarters & the ‘plant pioneers experience’ in Leimuiderbrug, The Netherlands.”


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PUSH & PULL To implement the new push-pull strategy efficiently and effectively, we developed a totally new corporate “house of brands”' proposition, in order to reposition us for better recognizability, memorability and therefore a higher brand value. With this unique and distinctive proposition, we want to connect all our standalone trademarks. Therefore, they will strengthen each other and our corporate position within the floricultural market. Eventually, we can market our new genetics faster & more efficiently and make our trademarks more visible and recognizable on store shelves. This brings us a step closer to our passion, which is creating unique plants to make consumers happy and the world more colourful. House of brands strategy | MNP / Suntory 2022

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BRAND VALUES


“We want to be an authentic authority within the floriculture sector.”

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FOUR PROMISES 1. Environment & Responsibility

with utmost care by our specialized professionals, to make

We strive to integrate social corporate responsibility into the

sure our plants are healthy, disease resistant, robust and

organization in order to help in resolving social and

have the brightest flower colours possible.

our innovation, knowledge, skills and large network.

4. Cooperation and partnerships

Together with our licensees and partners, we pay attention

We believe that working together for a common goal is the

to sustainability, using all kinds of criteria as a standard for

key to success. For this reason, we continuously collaborate

our products and services which we sell and purchase.

and join divergent projects within the floricultural sector. This allows us to stay up-to-date with the opinion and trends

2. Innovation & education

in the market, which keeps us fresh in our minds, with our

We always stay ahead which keeps us assured of innovative

feet on the ground and encourages us to improve each day,

new products every year. Our intent remains to be the

being able to stand out from the pack.

cutting-edge company we are, with the help of our highly skilled employees. Furthermore, we invest in knowledge by

Vision:

contributing to social organizations that educate and inform

“We want to help people to design spaces consciously, to

people about the environment and floricultural industry. In

create a place where plants can be enjoyed in every aspect

this way, we hope to give people the tools to create a stable

of their natural beauty.”

and sustainable future for themselves, their children and their surroundings.

Mission: “We want to be an authentic authority within the

3. Highest quality

floriculture sector. Our high quality innovative products

Our aim is to assure our customers with top quality plants.

and surprisingly progressive marketing strategy should be

We want to give growers the best possible genetics and rich

identifiable by everyone, all the way up to and including the

flowering and valuable plants to the end consumer.

end consumer.”

Therefore, our plants are constantly tested and monitored

BEDDING PLANTS 2022 / 2023

environmental issues. We can make a difference through

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MEDIA CENTER


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YOUR MEDIA TOOL As pioneers and trendsetters in breeding, selecting, marketing and licensing innovative and superior quality (bedding) plants, we aim to present our brands in a 360° recognizability, product appreciation, price steadiness throughout the chain and therefore brand-lifetime increases. So good use of all resources will provide benefits. With images, stock photos, logos, artwork, colour guides, texts, labels, POS materials etc. this library provides you with an easy way to boost your sales. Contents Everything you read and see in this magazine you can find in the media center as well. So, if you’re a propagator, grower, wholesaler, exporter, retailer, influencer or journalist here you’ll find all the things you need to compose your communication or POS materials. Terms and conditions Certain rules and conditions apply to the use of the database. You can find these on the login page.

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Marketing manner. We believe that if we do so, product

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HOW TO USE 1) Search by group

THE PLANT PIONEERS

You can search by group using categories, with or without a

THE PLANT PIONEERS

keyword combination. For example, the keyword “Sundaville” and category “new”. Or the category “collection” in combination with the type of photo as “close-up”. 2) Search by keyword You can search with one or more keywords at the same time, for example, “Sundaville cream pink”. Then you only get photos that actually include that variety and colour. Don't forget to reset the filters before starting a new search. 3) Download formats There are three web-based aspect ratios available for download. From small, medium to large. 4) My selections Click on the chosen picture to include it in your personal ‘my selections’ tool. And easily download multiple files or share it with a colleague.

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THE PLANT PIONEERS

POWER BRANDS ®

HOME

MNP / Suntory, “Pioneers and trendsetters in breeding, selecting, marketing and licensing of innovative and superior quality (bedding) plants.”

BEDDING PLANTS 2022 / 2023

MNP / Suntory (the Netherlands) introduces new plants and varieties from the Japanese breeder Suntory Flowers Ltd., among others, onto the European ornamental horticultural market. MNP / Suntory has several selection specialists, who all have in-depth knowledge of the European horticultural market. Together they select plants and varieties that suit this market perfectly. They are tested extensively at several testing locations. Next to that MNP / Suntory carries out market research for every variety, which is very important for "positioning" the product. They think about "product naming" and branding (logo, labels, pots, leaflets, website, etc.). Growers pay a license fee for Suntory® genetics. MNP / Suntory recoups this license fee to its business partners by creating marketing concepts, arranging free publicity and PR, safeguarding plant quality, etc.

www.mnpflowers.com

DUTCH SPRING TRIALS

THE PLANT PIONEERS www.mnpflowers.com/careers

WEBSITE BRANDING Don’t forget to visit our website! Its updated with our new brand identity which stresses our innovative and visionary way of thinking and working. Visit us online & discover the plant pioneers.

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PRODUCTS

FLOWERTRIALS®

ABOUT

WHERE TO BUY

MEDIA CENTER

MOVIES

CONTACT

EVENTS

CAREERS


mnpsuntory 266

2.653

1.566

INSTAGRAM MOCK-UP Social media, like Instagram, Facebook and LinkedIn reflect

Instagram profile mock-up, it fits perfectly with our new

the new corporate identity in icons, profile pictures and

brand design! It is a good window to show online our

pictures that compose the feed. Here you have our

innovative style. Vistit and follow us on all our socials!

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BEDDING PLANTS 2022 / 2023

GET IN TOUCH


Willem Mulder Contract & License Administration Manager

Klaas Droog Sales & License Manager

Jeroen F. Egtberts

Klaas Droog

Willem Mulder

Managing Director

Sales & License Manager

Contract & License Administration Manager

M 0031 (0) 653 23 80 36

M 0031 (0) 622 39 63 50

M 0031 (0) 612 12 58 85

T

0031 (0) 172 506 700

T

0031 (0) 172 506 700

T

0031 (0) 172 506 700

E

j.egtberts@mnpflowers.com

E

k.droog@mnpflowers.com

E

w.mulder@mnpflowers.com

Erwin Giezen Head Marketing, Communications & Trade

Pamela Daatselaar Cultivation Specialist

Erwin Giezen

Pamela van Daatselaar

head Marketing, Communications & Trade

Cultivation Specialist

M 0031 (0) 619 94 54 82

T

0031 (0) 172 506 700

T

0031 (0) 172 506 700

E

info@mnpflowers.com

E

e.giezen@mnpflowers.com

BEDDING PLANTS 2022 / 2023

Jeroen Egtberts Managing Director

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BEDDING PLANTS 2022 / 2023


CONTACT

COLOPHON

NOTIFICATIONS

Address

Copyright

Intellectual property

MNP / Suntory

© 2022 MNP / Suntory,

Since 1989 MNP / Suntory have managed the European rights

Weteringweg 3-A,

Leimuiderbrug, the Netherlands

and is the master licensor for all genetics from Suntory®

2155 MV Leimuiderbrug,

Development

Ltd. varieties are protected by plant variety rights. All brands

the Netherlands

Erwin Giezen, MNP / Suntory

mentioned are registered trademarks sole property of

Flowers Ltd. (Japan). MNP / Suntory and Suntory® Flowers

breeder Suntory® Flowers Ltd. Contact

Design

+31 (0) 172 506 700

Erwin Giezen, MNP / Suntory

info@mnpflowers.com Photography Website

Visions Photography

www.mnpflowers.com

Thomas van Schaik Photography Suntory Flowers Ltd.

@mnpsuntory

Erwin Giezen

Facebook

Texts

@mnpsuntory

Erwin Giezen Francesca Lanzillotta

Twitter

Jeroen F. Egtberts

@mnpsuntory

Paul Jackson

YouTube

Disclaimer

@mnpsuntory

However, this brochure is compiled with great effort, MNP / Suntory cannot be held

LinkedIn

responsible for any inaccuracies, advice

MNP / Suntory

given and/or incomplete information obtained in this brochure. First edition, 2022 No part of this brochure may be reproduced witrhout permission.

BEDDING PLANTS 2022 / 2023

GAB fotografie Instagram

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MNP / Suntory Weteringweg 3-A, 2155 MV Leimuiderbrug, the Netherlands +31 (0) 172 506 700 info@mnpflowers.com

/mnpsuntory /mnpsuntory /mnpsuntory /mnpsuntory /mnpsuntory

BEDDING PLANTS 2022 / 2023

www.mnpflowers.com