2018-05-29

A true innovation – Hydrangea ‘Runaway Bride®’

A true innovation – Hydrangea ‘Runaway Bride®’
 
Author:
Managing Director Media Concept Group

Often it takes many years of breeding to develop a real plant innovation to marketability. Not only the gardener but also the consumer has to be convinced of outstanding benefits of a new variety. Therefore, true innovations seem to be rare. In this article you read about a milestone in plant breeding: Hydrangea ‘Runaway Bride®’ which received the «plant of the year» award at Chelsea Flower Show this month.

RUNAWAY BRIDE® is an entirely new class of interspecific Hydrangea hybrid – created by Ushio Sakazaki, one of the most successful breeders in floriculture of the past decades – that flowers not only at the end of the stems, but also from all lateral buds from the previous season.

Almost all hydrangea flower from terminal buds that developed in the previous year. RUNAWAY BRIDE® flowers not only from terminal buds, but also from virtually all lateral buds along the elegant, arching stems. The lateral buds produce 2-3 leaf pairs, then the flower heads. No other hydrangea variety on the market has a similar flowering habit. The lacecap inflorescences are bordered with large, elegant sterile florets in pure white, often flushed with pink during cooler weather.

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Due to the unique flowering habit and garland-like stems, this type of hydrangea can be grown into totally new product forms – in addition to standard pots/containers, RUNAWAY BRIDE can also be grown in hanging baskets, on trellises, pyramids, columns and more.

In 2018 RUNAWAY BRIDE was available at the mail order companies Baldur-Garten and T & M only. In garden retails Gartencenter Meier in Switzerland has been the only retailer in Europe offering the plant to consumers.

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Media Concept is delighted being the concept and media partner for this European wide campaign for this unique genetic. Attractive sales concepts were developed - for B2B and B2C. In order to support the sales the following materials are available: printed pots, labels, poster, displays and bench wraps. You can order them directly at Gregg Marketing.

Do not hesitate to contact us for questions regarding RUNAWAY BRIDE.

Chelsea Flower Show
 

Author:
Robert Wacker
Managing Director Media Concept Group
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of all international affairs for the Media Concept Group, he regularly writes articles for this blog.

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