Every June, when the FlowerTrials roll into full swing across the Netherlands and Germany, one award always seems to steal a bit of the spotlight. Quite literally. It’s the FleuroStar Award—and in the world of pot and bedding plants, it’s a big deal. Not because it’s been around forever, but because of how it does things differently. No long trials. No years of waiting. Just one very clear goal: to spotlight the plant with the most immediate retail wow-factor.
If you’ve ever walked into a garden center and found yourself pulled in by one showy variety—that one plant that just gets people to stop—chances are, it could’ve been a FleuroStar winner. Here's how this prestigious prize finds its annual winner and what the consequences are for the victor.
The FleuroStar Award in a Nutshell
Organized annually by Fleuroselect, the international organization for ornamental breeding, the FleuroStar Award is presented during the FlowerTrials. It celebrates the one plant that manages to stand out most on sight. Think strong color, striking form, and shelf appeal that speaks for itself. This is not an award for subtle charm—it’s for showstoppers.
Often called the 'spotlight award' of the FlowerTrials, it’s become a key moment during the week. Breeders bring their best. The jury comes in with fresh eyes. And within days, a new winner is crowned.
What Makes It Different?
While many plant awards involve detailed trials across seasons and growing locations, FleuroStar is all about the moment. It’s a snapshot. A live jury visit. The kind of setting where first impressions matter, just like in retail.
Each participating breeder submits a single entry, which is displayed in their FlowerTrials presentation area. A jury of more than thirty professionals from across the sector—growers, breeders, traders, retailers, journalists—tour the locations and score each entry right then and there. It’s transparent, it’s fast, and everyone else at the FlowerTrials gets to see the exact same setup as the jury.
In other words, it’s the industry voting with its eyes, just like end consumers do at the point of sale, like the garden center or florist.
How Does the Selection Work?
The FleuroStar jury is a cross-section of the industry, bringing in opinions from across the supply chain. They’re looking for impact, originality, and commercial potential. They walk into each location during the FlowerTrials, see the plant in its context, and assess how it would perform in a retail setting.
Criteria include:
- Visual impact: Does it draw attention immediately?
- Differentiation: Is it truly different from what’s already out there?
- Sales potential: Can you picture it flying off the shelves?
Scores are logged on the spot, and the winner is announced within a few days; no behind-the-scenes politics—just plants, performance, and presence.
Recap of 2024’s Winner: Dahlia Dalina® Maxi Starburst Pink by Florensis
In 2024, the FleuroStar spotlight fell on a striking new Dahlia: Dalina® Maxi Starburst Pink from Florensis. Presented with pride by Marjolein Lodder during FlowerTrials 2024, this variety made an instant impression. Layer upon layer of fuchsia-pink petals, bold form, and a presence that just worked—on the bench, in the garden, or in a promotional campaign.
Judges noted the excellent combination of color intensity and structure. “It’s a Dahlia that doesn’t shout, but commands attention anyway,” one jury member said. “It’s got star quality without being overdone.”
Photos of the winning presentation—and the Dahlia itself—are available through Fleuroselect’s media channels, and they tell the story better than words ever could.
Other past winners you might recognize:
- Mandevilla Sundaville® Double Blush Pink by MNP / Suntory (2023): the first double-flowered Mandevilla on the market.
- Petunia Bee’s Knees by Florensis (2022): that saturated yellow hit all the right notes.
- Begonia hybrida I’CONIA Aroma Peach by Dümmen Orange (2021): a combination of lush color and scent in an abundance of flowers
- Dahlia x hybrida Sincerity by Syngenta Flowers (2020): full double flowers that can reach a diameter of over 20 cm.
Each of them brought something new, something exciting, and went on to have real staying power.
Why It Matters: The FleuroStar Impact
Winning FleuroStar isn’t just about bragging rights. It can kickstart real commercial momentum. Previous winners have seen rapid uptake by growers, strong listings in garden centers, and international buzz.
The award offers visibility across the entire value chain. Media coverage, online exposure, and a ready-made narrative for marketing teams. For breeders, it’s a boost. For growers, a signal. For retailers, a product with instant shelf appeal. And for the plant itself? A better chance to become a season-defining variety.
Not to Be Confused With: Fleuroselect Gold Medals
While we’re here, it’s worth mentioning the difference between the FleuroStar Award and the Fleuroselect Gold Medals. Both are organized by Fleuroselect, but they serve different purposes.
- The FleuroStar Award is about retail impact. One moment. One plant. One visual punch.
- Gold Medals are awarded after a long-term trial process across multiple European locations, focusing on horticultural performance and innovation over time.
So while FleuroStar is the red carpet award, the Gold Medal is more of a marathon medal. Both are valuable, but they are just very different perspectives.
For the Industry, By the Industry
What gives FleuroStar its edge is its authenticity. It’s not based on algorithms or spreadsheets. It’s based on what people see and feel when they encounter a plant. The jury is diverse and experienced. The process is open. And the whole thing happens live, during one of the industry’s most dynamic weeks.
It’s this hands-on, boots-on-the-ground format that makes FleuroStar so trusted. It’s an award with real-world relevance, chosen by people who know what sells, what grows, and what works.
Get Into the Spotlight
If the FlowerTrials are the stage, the FleuroStar Award is the spotlight. It shines a beam directly on one plant each year and says: This is the one to watch. Not just because it’s new, but because it captures something we all look for—immediacy, beauty, and potential.
Whether you’re a breeder aiming for the win, a grower scouting the next big seller, or a buyer looking for that head-turner on your next availability list, FleuroStar is a name to follow.
And who knows? Maybe next year, the spotlight lands on something from your greenhouse.
