Each year, the FleuroStar Award crowns a single flower that stands out among hundreds of new introductions at the FlowerTrials in the Netherlands. With an emphasis on immediate visual impact at the point of sale, the award is often dubbed the "Winner with the Wow Factor." In 2025, that title was rightfully claimed by Digitalis purpurea ‘Hanabee F1 White’, a dazzling new foxglove bred by Takii and commercialized by Florensis.
Why ‘Hanabee’ Stole the Spotlight
‘Hanabee F1 White’ immediately impressed judges and visitors alike with its elegant, clean white flowers and multiple flowering stems that seem to burst from the base of the plant like floral fireworks. The variety was named after the Japanese word "hanabi" meaning firework, and the addition of “bee” underscores its appeal to pollinators such as bees and bumblebees—an increasingly important quality in today’s biodiversity-conscious marketplace.
Not only is this variety visually striking, but it’s also convenient for growers and retailers. The hybrid offers compact and uniform growth, excellent basal branching, and a strong transportable structure ideal for pots or mixed containers. As a first-year flowering perennial from seed, ‘Hanabee’ delivers fast results with a high retail appeal, both on the shelf and in the garden.
Ann Jennen, Secretary General of Fleuroselect:
"We are very proud of the fact that high-level players in the market such as Blume 2000, Intratuin, B&Q, the Newey Group, Waterdrinker, Royal Lemkes, IPL Asda, OBI and Emsflower are willing to assess our candidates. FleuroStar's success and credibility is due to the diversity and expertise of our jury. "
Competing With the Best
Winning the FleuroStar Award is no small feat. Digitalis ‘Hanabee F1 White’ was selected from a group of top-tier contenders, each chosen for their strong performance and sales potential. This year’s shortlist included:
- Ageratum ‘Monarch Magic’ from Florensis – soft purple flowers that attract butterflies and add color to garden borders
- Dahlia ‘LaBella Maggiore Fun Elmo Ruffle’ from Beekenkamp Plants – a bold, ruffled dahlia in striking red-orange tones
- Dianthus Hybrid ‘It-Girl’ from Selecta One – a compact perennial with fragrant pink picotee flowers
- Helianthus ‘Sunfinity Double Yellow’ from Syngenta Flowers – an ever-flowering sunflower with strong mildew resistance
- Pelargonium ‘Grand Idols Glory Days Red Orange Bicolor’ from Dümmen Orange – an eye-catching bicolor pelargonium with outstanding summer performance
- Scaevola ‘Surdiva Super Purple’ from Suntory Flowers Europe – rich purple fan-shaped flowers perfect for trailing baskets
This diverse group highlights the innovation flourishing within modern ornamental breeding. From stunning color palettes to pollinator support and retail shelf-life, each nominee showcased a different angle of horticultural excellence.
A Fresh Opportunity for Cut Flower Growers
Besides its appeal as a potted perennial, ‘Hanabee F1 White’ shows promise as a compact cut flower variety. With its multiple sturdy stems and uniform branching, it offers a unique opportunity for growers specializing in shorter-stemmed digitalis for bouquets or floral designs. This added versatility makes it an intriguing addition to the cut flower segment—a fresh take on a classic flower.
What Makes the FleuroStar Award Unique
The FleuroStar Award, organized by Fleuroselect, stands apart from other horticultural prizes by focusing exclusively on visible retail impact. A jury of over 30 industry professionals—including growers, traders, journalists, and retailers—judges each variety based on its “wow factor” at first glance. The winner is announced during FlowerTrials Week 24, in a festive ceremony that draws attention from across the global floriculture industry.
This focus on consumer appeal makes the FleuroStar a powerful marketing springboard. Varieties that win often see rapid adoption in retail programs, media exposure, and increased visibility throughout the supply chain. For Takii and Florensis, the win is a major nod to their joint breeding and marketing excellence.
Looking Ahead
With its refined beauty, pollinator appeal, and grower-friendly habits, ‘Hanabee F1 White’ is expected to shine in gardens, balconies, and displays across Europe and beyond. Its FleuroStar recognition guarantees it a head start in visibility, but its true value lies in its versatility and elegance—bringing nature’s quiet fireworks into everyday life.
Curious to see previous winners and learn more about what makes a FleuroStar champion? Explore more about the award on Thursd.
