On the basis
of this concept, PW North America (PWNA) introduced new varieties
into the US flower markets which proved to be a great hit.
Therefore, new European members from UK, Spain, Italy, Denmark,
Slovakia, Poland and Sweden also joined this initiative, and in 1999, PW Europe
(PWEU) was officially founded.
In Japan, the first practical activity of PW was initiated when Supertunia
Mini was introduced in 2001. PW was founded in response to the demands of
flower consumers all over the world who never stop seeking exciting new
varieties. PW members in different regions of the world are conducing
trials of new varieties and enphasizing the necessity of PW through these
trials in each territory.
The purpose of PW is to breed new varieties and the trial and
evaluation activity is conduced simultaneously in each territory. Even for marketing
and promotional activities, all members regulary attend international PW meetings
to focus on the the development of new varieties and schedule for the release of
these varieties under the same brand. PW is working on the simultaneous
introduction of outstanding varieties all over the world, similar to PW’s
concurrent development of flower varieties across the world.
The followings are the major activities of PW to establish superiority in the market
1. Supply of new varieties and clean cuttings
2. Development of exciting new varieties
3. Implementation of a 'clean stock' programme to supply only clean, healthy
The aim of these activities was to create promising new varieties and
incorporate them in the concurrent trial programmes to compare their
environmental adaptation in each territory. This is the most mutually beneficial
marketing strategy, where everyone is satisfied, from the growers to the
The requirement for a PW membership is not only to be specialization in flower
production but also the following criteria:
To have a high standard of production techniques
To be well experienced in the development and introduction of new products
To respect that products are all protected by the plant breeder’s rights,
to understand the concept of intellectual property rights and to be active
in collecting royalties for the breeders
To be wise and honest in your commercial activities
To be cooperative with other PW members
This PW project provides the most exciting products for consumers.
In Japan, you may find varieties with unique characteristics because of the
unique Japanese climate.
Osteospermum Symphony series varieties were developed by a Japanese breeder
and incorporated into the PW programme by PW Japan in 2000, and they have
achieved major sales all over the world. The Osteospermum Symphony production
by PW Japan in 2002 was reported to have accounted for almost 50% of all the Osteospermum
production in the world.
PW Japan will assist breeders and enhance the PW programme, which can satisfy
the demands of flower consumers all over the world.