Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over time.
Chief executive officer Biense Visser said: "Each of these acquired companies has a rich and successful history. We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market, too. That is why we have chosen a strategy with one large umbrella brand embracing the entire product portfolio. Dümmen Orange will, therefore, take the place of all these established names.
"The advantages for our customers are clear. It will be easier to find our products, there will be fewer catalogues, there will be one company website and we are going to invest more in our account management. Customers will be able to find all of their products in one stop. We are creating one face to the world, even more focus on our customer demands, and the development of successful products – exactly where our focus needs to be."
Visser added: "The brand values clearly state what we believe in, what we stand for and what we strive for. We stand for a people- and environment-friendly approach. We build on the knowledge, skills and experience that the companies have developed in the past. This remains the trusted foundation towards the future for our customers. We strive to create innovative solutions – by thinking inside and outside of the box – to make it better for our customers and their customers. All teams within our company strive to advance every day. Next to this, we cherish the role our products play in people’s lives. Everything we do in the future will have to support these brand values."
Dümmen Orange is a breeder and developer of cut flowers, potted plants, bedding plants and perennials. Turnover in 2014 was $180 million. The company employs more than 6,000 people worldwide. In addition to a large marketing and sales network, Dümmen Orange has a network of production locations and a global supply chain.