There are products in floriculture that remain underused, not because they lack value, but because the market has never fully defined their role. Anigozanthos, widely known as Kangaroo Paw, sits in that position.
For years, it has been treated as an occasional addition. Recognized, but not relied on. It appears in designs, yet it is rarely specified as part of the foundation. That gap between recognition and consistent use is what this campaign aims to address.
From Occasional Stem to Design Anchor
The Kangaroo Paw Collective was not created to introduce Anigozanthos to the market. The product is already known. What has been missing is a clear and consistent position.
Anigozanthos carries a structure that naturally draws attention. The stems create direction, and the form adds movement without needing support from other elements. This allows it to move beyond being a secondary component and into a role where designs can be built around it.
When Kangaroo Paw is used with intention, it shifts from being an accent to becoming a starting point. That is the main breeder for Anigozanthos in the African market. DeRuiter, together with its partner growers, Imani Flowers, Growtech Flowers, and Exceptional Africalla, is joining forces on this collective to create awareness and more demand for this often-overlooked product.
Aligning Breeding and Growing for Consistency
One of the barriers to daily use is not design potential, but consistency. Florists depend on reliability in supply and clarity in communication. Without this, even the most versatile products remain occasional.
This is where collaboration becomes critical. With De Ruiter Innovations working alongside growers such as Imani Flowers, Growtech Flowers, and Exceptional Africalla, the focus is on creating alignment across the value chain. Consistency in quality and availability is what allows Anigozanthos to move from a niche product into daily floral work.
Building Demand Through Real Use
The ambition is not to force demand, but to build it through context. That means showing Anigozanthos in everyday applications. Retail bouquets, event work, and installations where it plays a central role. Kangaroo Paw does not need repositioning through words alone. It needs to be seen in use, repeatedly and consistently, until it becomes part of standard floral planning.
This piece sets the foundation for a broader conversation. In the coming weeks, different perspectives will highlight how Anigozanthos performs across production, design, and market realities. If the industry begins to approach Kangaroo Paws with clearer intent, it will not only change how the product is used. It will redefine its place in everyday floral work.
Header and feature image by @Imani Flowers.
