Once considered seasonal, mums have blossomed into a year-round floral favorite — admired for their strength, vibrant beauty, and impressive longevity. From festive celebrations to everyday arrangements, they’ve earned their place in the spotlight. In this exclusive interview, Thursd sits down with Eliana Díaz, Commercial Manager at Danziger. With over two decades of experience in the floral industry, Eliana shares insights into what makes Danziger’s chrysanthemum genetics truly exceptional — and how these varieties continue to thrive in real-world growing conditions.
Founded in 1953 by Ernest and Zehava Danziger, Danziger has grown from a modest family farm into a global leader in floriculture. Now celebrating 72 years of innovation, the company employs over 3,000 people worldwide and operates more than 100 hectares of production facilities. With advanced breeding programs in Israel, Guatemala, Kenya, Ecuador, and Colombia, Danziger continues to shape the future of the floral industry on a truly global scale.
Danziger stands at the forefront of global chrysanthemum breeding, leading innovation with groundbreaking series like Atlantis®, which has redefined industry standards and reshaped the market. Beyond Chrysanthemums, Danziger continues to lead innovation in other standout crops like Gypsophila, Scabiosa, Limonium, and others.
An Interview With Eliana Díaz - Commercial Manager at Danziger
At Danziger, selecting new chrysanthemum varieties is both a science and a passion-driven process. Together with Eliana Díaz, the team brings deep market knowledge and a clear understanding of growers’ and customers’ needs to guide breeding goals. The selection is rigorous — out of more than 1,000 breeding codes, only about 60 make it to the spotlight at the Open Days. As the team prepares for the upcoming Chrysanthemum Week in Colombia, their mission is clear: to create a breathtaking showcase bursting with color, diversity, and innovation by the end of August.
Danziger Blooming Week - Powered by Nature
This year’s Blooming Week, taking place from August 25–29, is inspired by the country’s breathtaking landscapes and vibrant spirit — from lush valleys to the colorful plumage of the Guacamaya. This powerful connection to nature shapes the visual storytelling behind Powered by Nature, the concept driving Danziger’s 2025 event. It’s a celebration of color, innovation, and nature in full bloom. Visitors will discover the latest Chrysanthemum breakthroughs alongside standout highlights from Danziger’s expansive assortment.
You can explore a selection of the featured Chrysanthemum varieties that will be presented during Blooming Week — inspired by the beautiful landscapes of Colombia — on Danziger’s Collections Page.
Everything You Want to Know About Chrysanthemums by Eliana Díaz:
Q.: What makes Danziger's Chrysanthemum genetics stand out for you as a grower, compared to others in the market?
Eliana Díaz:
"First and foremost, disease resistance is a top priority in Danziger’s breeding and selection process. With over 70 years of expertise, you can truly see the breeder-first mindset at work — every variety is developed with the grower in mind. Our Chrysanthemums are organized into well-defined series, which makes it easier to predict plant habit, flower size, and timing. That consistency leads to more reliable planning and production. Another key strength is color — Danziger’s Chrysanthemums stand out for their vibrant hues, and we work hard to ensure those colors last as long as possible throughout vase life. Plus, many of our varieties are more sustainable, requiring fewer chemical inputs to stay healthy."
Q.: Can you share your experience with the performance of Danziger Chrysanthemums in terms of vase life, transport durability, and uniformity?
Eliana Díaz:
"The vase life is truly outstanding — florists consistently praise how long our Chrysanthemums last. That longevity is matched by excellent transport durability; these varieties travel exceptionally well from farm to market. Their uniformity in flowering time and stem strength means fewer surprises and less sorting, which reduces handling damage and ensures a consistent, high-quality product — Chrysant by Chrysant. We’re constantly testing: flowers are kept in the cooler for 15 days, then moved to the vase, and that performance data feeds directly into breeding improvements. Danziger continues to invest in both innovation and people, building the knowledge needed to keep raising the bar."
Q.: Which variety (or varieties) from Danziger is your personal favorite to grow, and why?
Eliana Díaz:
"I’m especially in love with the Almendra™ and Romancero™ series. It’s not just about their stunning appearance — it’s the consistency in growth and the abundance of beautiful, strong stems, often with even more blooms than expected. That’s one of Danziger’s greatest strengths: building full series. When one color performs well, they develop additional colors with the same reliable traits. Romancero™, for example, has a beautiful vintage palette — soft beige and deeper blush tones — and it’s currently one of our best sellers. The Almendra™ series also stands out with its rich hues, especially the award-winning dark yellow variety. I’m truly in love with it and confident in its market appeal. Of course, other series like Amor™, Energia™, and Pasion™ are also performing exceptionally well."
Q.: How do you adapt your growing techniques to bring out the best in Danziger’s genetics?
Eliana Díaz:
"Experience teaches you to truly listen to the plant. While Danziger offers excellent support — from growing protocols and constant data to a dedicated team guiding growers from planting to harvest — we also fine-tune irrigation, lighting, and fertilization based on each series’ unique needs. Even after 24 years, I continue to learn from every crop. A flower is like a person; each one has its own language. What’s also remarkable is how Danziger’s breeding cycle, which can take up to two years for a new variety, allows them to constantly adapt to changing conditions and grower feedback."
Q.: Have you noticed any specific trends in color, shape, or style that Danziger Chrysanthemums are helping you meet in the market?
Eliana Díaz:
"Absolutely. Today’s market is all about emotion — soft pastels, warm tones, and romantic shapes are in high demand. Danziger is really ahead of the curve here. Their collections align perfectly with what florists and consumers are looking for. In fact, I’d say that sometimes we’re not just following trends — we’re helping set them.
What’s unique about Danziger is how they involve the whole floral chain in the breeding process. From growers and buyers to florists, traders, and even trend forecasters — everyone’s voice is heard. Sometimes the market guides us, and other times, we guide the market. That’s what keeps Danziger so in tune with where things are heading.
A great example is Greenpop — a new bright green variety that has the bold, rounded look of a marigold. It’s strong, eye-catching, and definitely ahead of the trend."
Eliana continues:
"And then there’s the Amor series, especially the Amor Crimson variety — a shiny red that stays vibrant while the center stays fresh and green.
At the end of the day, we’re either bringing the right flowers to the market or shaping the market to fall in love with what we’ve created. And that’s the real power of working with Danziger."
Q.: What kind of feedback do you receive from your customers or florists about these varieties?
Eliana Díaz:
"We do our best to get samples into the hands of florists — and even end consumers — because their feedback is incredibly valuable. We hear things like how well the flowers travel, how beautiful they look when unpacked, and how they arrive without damage. People notice the clean, healthy foliage, the vibrant colors that hold as the blooms open, and how strong and steady the stems are.
They also tell us how well the flowers perform in water and floral foam, how long they last, and even how they respond to different conditions like sunlight or shade.
Sometimes we bring the market to us — inviting customers and designers to our facilities so they can see the varieties up close and share their insights. We listen carefully and use that feedback to keep improving. Danziger is always investing in knowledge and innovation. And if a variety doesn’t live up to expectations, we’re not afraid to pull it from the market. It’s all about making sure we deliver the best possible product, every time."
Q.: If you could give one piece of advice to other growers starting with Danziger Chrysanthemums, what would it be?
Eliana Díaz:
"If you're just starting with Danziger Chrysanthemums, my biggest piece of advice is: don’t hesitate to use the support we offer. Our team is always ready to help, and with over 70 years of experience behind us, we’re here to make your journey easier and more successful.
Our varieties are strong, resilient, and often require fewer chemical inputs — which means they’re better for both the environment and your bottom line. That’s why it’s so important to follow the growing guidelines we provide; they’re based on real data and real results.
Another tip: take advantage of the series structure. If one color from a series performs well for you, the others will too — with the same plant habit, timing, and strength. It makes planning and scaling up so much simpler.
And finally, grow with awareness. We say “listen to your crops” because they speak. If they’re thriving, show the world. If they’re struggling, reach out — we’ll help. Growers know their craft better than anyone. We're just here to help make it even better."
Q.: Is there anything else you would like to share about your work at Danziger?
Eliana Díaz:
"Absolutely — I truly love working at Danziger. It’s a place where we’re encouraged to grow our passion every single day. Even outside the office, there’s a beautiful garden where we can connect with nature, watch the birds, and find a moment of peace. It’s a reminder of what inspires us — and I hope that connection to nature and purpose shines through in everything we do."
Make sure to come and enjoy our blooming week from 25 to 29 August in Colombia and Proflora, which will be held from 1-3 October, 2025
