Addenda®
Addenda® is an A brand for flowering plants. Since the establishment of Addenda® in 2007, the ambition to make a positive contribution to people and planet has grown. They strive to select the best varieties so they can offer the best and most beautiful plants in their range. Sixteen members and several licence holders produce plants, such as Campanula and Hebe, which are sold under the brand. The powerful partnership is active throughout the whole chain and invests in a strong network of partners. That means they enter into exclusive partnerships with breeding companies, they produce cutting material for members, and they are involved in marketing for garden centre chains, amonst others.
About the projects:
Florpartners has helped Addenda, a brand that has been on the market for over 15 years, to grow in several areas:
- Strategic management:
From individual growers to a club of engaged growers that want to develop together. Advice, coordination, and implementation of operational, organisational, and marketing issues, and management of personnel are discussed on a weekly basis. Florpartners is able to safeguard the long-term position of Addenda® and to serve as a catalyst for innovations to retain its strong position in the chain. Addenda® won Ranking the Grower in 2016 and is an outstanding example of an excellent interplay of both horizontal and vertical collaboration. - Marketing, brand development and product development:
The Addenda® brand has developed into a strong consumer brand with several product lines. The clear positioning and well-defined brand strategy make Addenda® a reliable partner for its clients. Florpartners is involved in the development of the brand. - Genetics and cuttings company:
In terms of breeding, Addenda® operates a closed chain with distinctive genetics and cuttings production. Florpartners supports Addenda® in product development that aligns with the strategy, as well as Addenda®’s management of breeding, cuttings production and issuing of licences.