As a flower lover—and one whose fervor for anything floral is practically unmatched—flowers always fascinate me. But more than that, I'm always on the lookout for the next big thing in the world of flowers. And yes, Madiba®—a breed of Chrysanthemum Santini developed by Dekker Chrysanten, the renowned breeder—is one of those. So when an opportunity popped up for me to chat with Gerben van der Vlist, the trade marketer for Madiba® growers, I quickly jumped at it, and little did I know that I was about to get great insights into this true gem.
Madiba® Has Even Smaller, More Vibrant Blooms and a Perfect Vase Life
You see, Madiba® is not your average Santini. It is a unique product created from years of innovation, breeding, and development by Dekker Chrysanten, a flower company that has been a pioneer in the creation and development of exquisite chrysanths.
Their star product is the Santini, a delicate and compact Chrysanthemum variety that is highly favored by florists and other flower lovers. But Madiba®, which is bred and developed using Dutch expertise but has distinct African roots, takes it all to a whole new level.
As Gerben explained, Madiba® is a special line of Santini that boasts even smaller, more vibrant blooms and perfect vase life. With 30 to 40 flowers per stem, these beauties add a stunning volume and presence to the bouquet or arrangement. Basically, you’d say, it is more than just your ordinary Santini. It has more flowers on a branch, possesses beautiful smaller flowers, and gives the perfect volume for a bouquet. But what is really more interesting about Madiba® is its unique history and the incredible impact that it has had on both the floral industry and a local community in Tanzania.
The story of Madiba® began in 2005 when a former grower named Westering Flowers teamed up with Dekker Chrysanten to pioneer the development of this incredible variety. Over the years, the Madiba® assortment expanded to incorporate 15 diverse varieties in different colors and shapes ranging from deco to daisy and pompon-shaped flowers. Dekker Chrysanten makes conscious choices when it comes to the assortment, and only the best varieties are introduced to the market. Each of the varieties is, perhaps, more spectacular than the last. Plus, the numbers speak for themselves–from a modest 3 million stems per year in the beginning, Madiba® production has skyrocketed to an astounding 80 million stems annually.
Madiba® Is All About Creating Extra Flower Power!
But Madiba® is more than just a numbers game. As Gerben whose favorite is the Madiba® Pink Tyolo, was quick to point out, the Madiba® is a true ‘colorful connector,’ just like the man it was named after, the legendary Nelson Mandela. Madiba®'s vibrant hues and eye-catching flowers have the power to bring people together, for a good cause and to benefit each other. Essentially, everyone in the chain benefits from Madiba®: from growers with a high yield per square meter to exporters and wholesalers through 'low waste', and a wide range, of retailers and florists through beautifully filled, high-margin bouquets.
Florists can, especially, benefit from the flowers’ nice shapes and their small single-flowered and double-flowered nature. For instance, the single-flowered 'Daisy' and double-flowered 'Deco', have been grown in all colors over the last three years. The insusceptibility to breakage—partly due to their compactness—and extremely long vase life of between two to three weeks, are also qualities that florists can benefit from. Customers, on the other hand, could benefit from a 'brightened up' interior that they can enjoy for a long time and delight in the way the Madiba just colors their lives.
And let's not forget the people in Tanzania through Madiba®'s contribution to a better life. Because Madiba® is all about creating extra Flower Power! Essentially, Flower Power is Madiba®'s brand promise because it is not just any flower. It, as widely known by now, has all the qualities you'd want in a flower. You can't reiterate enough that it has strong flowers with a long vase life—of at least two weeks—after purchase by the consumer, it adds strength, volume, and color to any bouquet or arrangement, and is a powerful colorful connector in the chain, plus, it contributes to a better life in the East African country. It, therefore, is not without reason that in their colorful new logo, Madiba® has added the tag 'Flower Power'.
A Lot More Than Just Your Ordinary Santini
Madiba®’s production is deeply intertwined with social responsibility which is a truly inspiring deed. Since 2008, the brand has been supporting the Sengerema Foundation, a non-profit organization that provides disadvantaged Tanzanian youth with the opportunity to develop their skills and start their own businesses. Thanks to Madiba®'s input, more than 800 young people have been able to access education and training, and more than 300 new enterprises have been created.
As Gerben went on speaking about the impact that Madiba® is having on the lives of people in Tanzania, I couldn't help but be moved. It's not often that you find a flower that not only engages the senses with its beauty but also makes a tangible difference elsewhere in the world. And that's exactly what Madiba® is all about.
Of course, Madiba®'s success is not just about its social impact—it, also, presents a showcase of the incredible quality and ingenuity that goes into the production of every single stem. These Chrysanthemums are renowned for their perfect qualities that customers can enjoy long after purchase.
More than that, there is quite a lot more that sets Madiba® apart, according to Gerben. It has a unique look and versatility and with the flowers’ compact size and stunning array of colors; from bright whites to deep purples, it offers the perfect addition to just about any bouquet or arrangement. Plus, their ability to withstand handling and transport without breaking or wilting makes them (yeah you guessed right!) a dream for traders, retailers, and florists.
Basically, as Gerben went on about the Madiba®, I couldn't help but be impressed by the level of innovation that Dekker Chrysanten put into the development of this remarkable floral product. From the creation of new varieties to the constant refinement of their growing processes, it is clear that this flower breeder is keen on bringing out the most picture-perfect flowers. What is more, it is not just the growers reaping from the perfect Madiba®'s success, as Gerben was quick to highlight how this Santini is positively impacting the entire supply chain in a win-win-win situation; one that I could not help but admire.
Currently, Dekker Chrysanten emphasizes the exclusivity of the Madiba®. Only some carefully selected growers grow the flowers. But further development of new varieties will see the assortment continue to be a trendsetter in its segment. The flowers are very popular in England, and also in Germany, Belgium, and the Netherlands, where many compact bouquets are made.
Photos by Peter van Delft.
