2011 CIOPORA Chronicle - the 50th Anniversary Edition

Fides
Netherlandsbased
Fides, a
leading breeder
and propagator
of cut and pot
Chrysanthemums,
Kalanchoe,
decorative
Kalanchoe
(Calandiva®),
Pelargonium,
Osteospermum,
Impatiens New
Guinea, pot
Dahlia, Multiflora,
Petunia, Nemesia,
Calibrachoa
and pot Aster,
considers licenses
and intellectual
property control as
valuable assets to
protect its products
and brands
worldwide.
Calandiva is backed by an impressive
Number One campaign.
Fides thinks
global and
acts local
Fides is part of the Agribio
Group, one of the world’s
leading breeders in horticulture,
offering their customers a
wide range of cut flowers, pot and
bedding plants. The breeding of
Fides takes place in The Netherlands,
Denmark, Japan, Spain and
the United Kingdom. The products
are propagated under the most
ideal conditions by own companies
in Kenya, Uganda, Tanzania and
Costa Rica.
High market value
The company has the ambition to
be innovative and inspiring, with
products offering high market
value and profitability to all chain
partners. Therefore, Fides has
an eye on market developments
worldwide. In doing so, Fides
thinks globally, but acts locally.
Fides serves more than 750 customers
in over 45 countries in the
world with cuttings and marketing
support as well. Marketing is
Beautiful double
flowered Calandiva
one of the key words at Fides. This
is anchored in their market view
and is showed in their breeding
results and brand development.
Their breeding is tuned to
demands from all distribution
channels in the chain.
Calandiva
Their brands are developed to
transfer this additional value to
the grower. A good example is the
Number One campaign for the
well-known brand Calandiva®,
regarded as the best decorative
Kalanchoe available to all partners
in the supply chain. This is supported
by an extensive Customer
Relationship Management
programme to enhance relationships
with clients and new brand
development to create sustainable
competitive advantage.
Horti Alliance
As an international member of the
horticulture industry, Fides seeks
Focco Prins, license manager at Fides.
close partnerships with all partners
in the supply chain, embracing the
importance of long term profitability
for all these partners. The
current innovation platform Horti
Alliance started in January 2011.
In this alliance, 19 leading companies
cooperate in order to serve
customers in the Dutch horticultural
sector.
Win-win situation
In the international industry in
which Fides operates, license and
intellectual property control are
important issues. Focco Prins,
license manager at Fides, “To
me, it’s important that the issue
of intellectual property rights is
well reflected in a license contract.
Together with a close relation with
the customer, this creates a winwin
situation in the market.”
Prins’ main task is to monitor the
protection of the Fides products
worldwide. This is also the case
concerning the brands Fides
owns. He adds, “In this respect,
CIOPORA is the international
community platform to talk about
the interests of breeders.”
Big contribution
Prins highlights the way CIOPO-
RA represents the legitimate
interests of Fides. “I think this kind
of central overview by one main
organisation leads into more power.
CIOPORA has realised a big contribution
for the long term for the
total ornamental plant world in the
last 50 years. Celebrating 50 years is
at the same time setting goals for a
flowering future!” |||
CIOPORA Chronicle April 2011 | www.CIOPORA.org 41