Today marks the final day of the FlowerTrials. While it may be the coolest and wettest day of the event, the weather has done little to dampen spirits. The positive atmosphere was further boosted last night with the presentation of the FleuroStar Award 2026–2027 at the Suntory Flowers Europe FlowerTrials location in Leimuiderbrug.
The FleuroStar Award 2026–2027 was awarded to Dahlia coccinea Dalina Maxi Noir Velvet Crush, bred by PanAmerican Seed and marketed in partnership with Florensis. The variety competed against Canna generalis Cannova Gold Leopard from Takii Europe, Catharanthus roseus Soiree Lavender Magic from Suntory Flowers Europe, Cyclamen persicum × C. purpurascens ELIXIA Purple from Morel Flowers, Origanum dictamnus French Flair from Selecta One, Petunia Tea Rosette Blend from Beekenkamp Plants and Salvia nemorosa Salute Lavender from Dümmen Orange.
According to the jury, Dalina Maxi Noir Velvet Crush is a true eye-catcher, combining striking dark foliage with vibrant, velvety purple flowers that appear to glow in the sunlight. Its excellent growth habit, abundant flowering and strong performance across all trial locations impressed the judges, while its long flowering period further enhances its appeal to consumers. Suitable for garden beds, balconies and containers, the variety was praised for its outstanding visual impact.
European Sales Managers Jeroen Star of PanAmerican Seed and Hagen Kalläne of Florensis accepted the award from Fleuroselect Chairman Marc Driessen and Secretary General Ann Jennen. The ceremony was hosted by Michael Perry.
Breeder Jeroen Gitzels played an important role in the development of Maxi Noir Velvet Crush. According to PanAmerican Seed, Product Manager Merel Vlaar ensured that the variety was closely aligned with market demand and positioned effectively.
“The collaboration with Florensis was also extremely valuable,” PanAmerican Seed stated. “Florensis made a significant contribution to the introduction of Dalina Maxi Noir Velvet Crush. This partnership demonstrates what can be achieved when breeding, propagation and market introduction are closely aligned. Winning the FleuroStar Award is a milestone we are proud of. It reinforces our ambition to develop strong, distinctive varieties that create value throughout the supply chain. Together with Florensis, we will continue developing new varieties that stand out, perform well and meet market needs.”
Ann Jennen, Secretary General of Fleuroselect, added: “We are honoured that our candidates were evaluated by so many leading international market players, including Blume 2000, Intratuin, the Newey Group, Waterdrinker, Royal Lemkes, OBI, Kingfisher and many others. The success and credibility of the FleuroStar competition are largely due to the diversity and expertise of our jury.”
More than 30 professionals from 13 countries, working in production, distribution, retail, trade marketing and the horticultural press, evaluated each entry for its visual impact at the point of sale and its commercial potential. Jurors assessed the candidates in person at one or more of the nine FlowerTrials locations where the FleuroStar entries were on display.
Around 140 professionals from across the supply chain attended the networking dinner, took part in Q&A sessions with the breeding companies and witnessed the announcement of the winner with the “wow factor” for 2026.
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