Fleuroselect Breeders and Distributors Conference inspires industry leaders

Added on 06 January 2025

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Fleuroselect Breeders and Distributors Conference inspires industry leaders

Approximately 60 industry professionals gathered on December 4-5 in Deventer, the Netherlands, for the Fleuroselect Breeders and Distributors Conference. Focussing on sustainability, pre-competitive cooperation and data management/artificial intelligence, the two-day event offered a forward-looking perspective on the challenges and opportunities shaping today's ornamental breeding industry. Experts shared their insights on how to remain successful and relevant in a rapidly evolving market, setting the stage for meaningful dialogue during the Q&A sessions and breaks.

The conference began with a focus on sustainability, as Marcel Hubers of Syngenta Professional Solutions underlined the increasing importance of a preventive approach in the shift from chemical to biological treatments. Sören Affeld, CEO of Stender Substrate, highlighted innovations in growing media, noting that retail preferences will largely determine the transition to peat-free solutions. Raimon Loman, Sustainability Manager at the Dutch Flower Group, shared the company's commitment to 100% certified sourcing, emphasizing that breeders must align by certifying their processes and measuring environmental impacts.

Attendees also explored pre-competitive cooperation and storytelling during an afternoon session at Schoneveld Breeding. Peter van de Pol of Schoneveld and Joost Kos of Royal van Zanten illustrated how via joint research initiative Breeding Accel collective efforts result in strategic advantages, while Teunis Sikma of Fresh Forward showcased how branding initiatives, such as Magic Star apples, strengthen the relationship with retailers. Afterwards, all participants received a tour of the Schoneveld facilities, visited the molecular lab and had the opportunity to further exchange with the Breeding Accel partners on the Central Plaza, which was especially created for this event. The day was concluded with networking drinks and dinner.

Day two focussed on data management and artificial intelligence. Matthias Redlefsen, Managing Director at Benary, shared how a large cyberattack disrupted their operations and emphasized the need for proactive cybersecurity measures. Josephine van Luik from the Greenport Cyber Resilience Center provided actionable tips to enhance cyber resilience, stressing employee awareness as a critical factor.

Researchers Erik Pekkeriet and Manya Afonso from Wageningen University presented the latest advancements in research in the field of AI applications for ornamental breeding, while Mon-Ray Shao of Dümmen Orange demonstrated how AI accelerates and refines the company's breeding processes.