At FlowerTrials this year, PanAmerican Seed invites visitors into something far beyond a traditional product presentation. At the Florensis location in Hendrik Ido Ambacht, the company introduces its 'Walk of Wonders', an immersive journey designed to bring its catalog, breeding expertise, and market solutions to life through experience, interaction, and conversation. From the moment visitors step through the entrance gate, the atmosphere shifts from exhibition to exploration. Guided by Wonder Woman and supported by PanAmerican Seed’s customer service and sales teams, guests begin moving through seven connected worlds, each representing a category within the company’s global portfolio. Together, these worlds reflect the breadth of PanAmerican Seed’s genetics and the decades of breeding work behind them.
“Welcome to PanAmerican Seed's Walk of Wonders. Here, every journey begins with a single seed, transforming innovation and dedication into vibrant fields of color and endless possibilities,” says Mieke van Dongen, the Marketing and Communications Manager
The concept is rooted in the company’s visual identity. The seven colors within the PanAmerican Seed logo become seven distinct experiences throughout the display. Each gateway introduces another segment of the catalog and another layer of the company’s breeding philosophy.
Every Journey Starts With a Seed
For more than 75 years, PanAmerican Seed has built its reputation around breeding, seed production, and global distribution expertise. The company’s work spans annuals, perennials, potted plants, cut flowers, vegetables, herbs, and professional market solutions developed for growers across different climates and production systems.
Behind every variety displayed during FlowerTrials stands years of research, trialing, evaluation, and refinement. Developing new genetics is a long-term process that often takes between five and seven years before a variety reaches commercial production. That timeline reflects the company’s commitment to strong genetics, reliability, resistance breeding, and performance consistency.
Rather than following short-lived market shifts, PanAmerican Seed focuses on breeding solutions that help growers produce dependable crops while responding to long-term production and retail demands. This balance between innovation and reliability remains central to the company’s global breeding strategy.
The Walk of Wonders Brings the Catalog to Life
The Walk of Wonders transforms PanAmerican Seed’s catalog into a physical visitor experience. Instead of moving through product benches or flipping through catalog pages, visitors pass through seven themed worlds, each represented by one of the seven colors in the company’s logo.
- Pink represents Wave.
- Yellow represents Annuals.
- Red represents Perennials.
- Orange represents Potted Plants.
- Purple represents Cut Flowers.
- Green represents Vegetables and Herbs.
- Turquoise represents Inspired Solutions.
Each section presents a different category within the PanAmerican Seed portfolio while also highlighting the breeding priorities behind it. Visitors move from one world to another through symbolic gates, creating a sense of progression throughout the experience.
The Wave world showcases one of the company’s most recognized series and its continued role within professional and consumer gardening markets. The Annuals section demonstrates genetics developed for dependable performance and production efficiency, while the Perennials world highlights varieties bred for adaptability, longevity, and garden performance.
Within the Potted Plants section, visitors encounter genetics developed for controlled production systems and strong retail presentation. The Cut Flowers world focuses on varieties selected for stem quality, uniformity, and reliable production for professional flower growers. Vegetables and Herbs demonstrate the company’s continued commitment to edible crops that combine performance with market suitability.
The final world, Inspired Solutions, connects the breeding work to broader market concepts and production opportunities. It reflects the understanding that successful genetics are not only about cultivation performance, but also about helping growers and retailers create commercially successful programs around them.
Behind Every World Is Years of Breeding Work
While the Walk of Wonders feels immersive and creative, its foundation remains deeply technical. Every series displayed represents years of breeding decisions, testing programs, resistance selection, and production evaluations carried out across multiple growing conditions worldwide.
For professional growers, reliability is one of the most important factors in seed selection. Consistent germination, uniform growth, disease resistance, shelf life, and predictable production timing all influence crop success. PanAmerican Seed's breeding programs are designed around these realities, helping growers manage production more efficiently while maintaining quality expectations within the market. This technical focus is what gives the Walk of Wonders its deeper meaning. Visitors are not simply viewing products. They are walking through years of scientific development translated into practical solutions for commercial horticulture.
A Visitor Experience Designed Around Choice
The experience itself has been designed to accommodate visitors from different regions, languages, and production backgrounds. Throughout the Walk of Wonders, guests can choose between guided support from PanAmerican Seed specialists or independent exploration using multilingual audio devices available in five languages.
This flexibility allows growers, retailers, and industry professionals to engage with the information at their own pace while focusing on the product categories most relevant to their businesses. The guided structure also creates opportunities for more meaningful conversations. Rather than rushing through displays, visitors are encouraged to ask questions, compare solutions, and better understand the breeding priorities behind each category.
Conversations That Continue Beyond the Gates
The journey concludes at the PanAmerican Seed barista station, where visitors are invited to continue discussions over coffee and sweets with members of the company’s team. After moving through seven worlds of genetics, colors, and production solutions, the final stop reinforces what the experience is ultimately designed to achieve: connection.
For PanAmerican Seed, FlowerTrials is not simply about presenting varieties. It is about opening the gates to the research, expertise, and long-term breeding work behind them, while creating an experience that brings visitors closer to the company’s global horticultural vision. Through the Walk of Wonders, PanAmerican Seed transforms its catalog into a journey that combines technical breeding expertise with interaction, conversation, and market understanding.
All pictures courtesy of @panamseed.
