In late 2024, Italian breeder and young plant supplier Lazzeri embarked on their annual ‘Poinsettia Tour’ across North America. Over the course of this 2-week journey, they visited nearly 20 nurseries that grow their Poinsettia genetics. Starting in the southern United States, the tour moved northward, reaching Canada, and ultimately concluding in the Midwest. In this article, the tour is recounted digitally, with insights shared by the company’s management team. But before doing that, we share the key market trends and developments observed throughout North America.
Market insights and trends in North America
How was the 2024 season for the North American growers and what were the trends? “When hearing out all growers, we found out that the 2024 Poinsettia season saw stable volumes with slightly increased prices. The most popular pot sizes were 6-8 inches and 10 inches, with 85% of the demand focused on red varieties, around 8% for white, and the remainder split between other colors. There was a growing interest in diversifying the colors of Poinsettias.”
Sales mostly took place through supermarkets and big-box retailers, though independent garden centers also played a role, he continues. “Packaging was seen as a key value addition, with particular attention paid to attractive and sturdy packaging. One downside to the season was that Thanksgiving was later in 2024, which caused sales to shift by about a week, increasing costs and risks for the plants. Despite this, overall sales were satisfactory for the season.”
Poinsettia Tour
Deep South: Florida’s Costa Farms, Pure Beauty Farms, and more
The tour began on November 25 in the deep south of the United States, in Florida. After stops at Costa Farms and Pure Beauty Farms in the Miami area, the tour continued further into Florida, reaching Naples to visit America Farms, and concluded in Auburn, Alabama, at Young’s Plant Farm. “It was a challenge to find Poinsettia varieties that bloom under the extreme Florida conditions. Fortunately, many of the tested varieties from our genetics performed well, including Carmen, Gloria, Maestro, Serena, and the glitter variety Amarena Early Glitter.”
Pictures made at Costa Farms, Pure Beauty Farms, America Farms and Young’s Plant Farm:
“A special thanks to Ben, Rick, and Greg for organizing the trip and providing feedback on the various farms”
Michigan and Canada: Expanding the tour’s reach
The Poinsettia Tour moved on to Michigan on November 27, where they visited Mast Young Plants, Henry Mast, and Wenke-Millennium Greenhouses. The Lazzeri team gathered insights from growers on popular commercial varieties like Superba in red, pink, marble, and other colors, along with favorites like New Glitter and Alaska. Red varieties could not be left out in the trials of course, such as Aida, Carmen, Gloria, and Maestro. All varieties reveived positive feedback.
Pictures made during the visit at Mast Young Plants, Henry Mast, and Wenke-Millennium Greenhouses:
The next stop was in Ontario, Canada, where Rob Ontario had organized a visit to several Poinsettia producers (Colonial, Bradford, Linwell, Rekker, Spring Valley, and Willy’s) growing varieties like Alaska, Superba New Glitter, and various other colors of the Superba family. New red varieties, including Carmen and Maestro, were also showcased.
At Colonial, Bradford, Linwell and Rekker:
Canada and the United States: Sawaya Gardens and Pompton Plains
The tour continued on November 30 with a first-time visit to Sawaya Gardens in Waterford, Canada. “At the Poinsettia trials, various genetics were present, including red varieties like Aida, Carmen, Maestro, Serena, and Superba, alongside Alaska.”
On December 1, the team traveled to Pompton Plains in New Jersey, USA, where they witnessed a display of Carmen, which pleased both the grower and the seller, Phil , who organized the tour.
At Sawaya Gardens and Pompton Plains:
“A big thank you was extended to Mel and the team for their hospitality and hard work.”
U.S. Tour continues to NJ and AI: Lucas Greenhouse and Plantpeddler
December 3 brought the team to Lucas Greenhouse in Monroeville, New Jersey. “We appreciated the quality of the plants presented by Joe, Jay, Piet, and the entire team. A special thanks went to Nick from Vivero for organizing a greenhouse tour, where breeders from Express Seed, Griffin, McHutchison, and Michell’s shared feedback and information about new red Poinsettia varieties such as Aida, Carmen, Gloria, Maestro, and newcomers like Giulia and the always-popular Alaska.”
At Lucas Greenhouse:
On December 5, the tour reached Cresco, Iowa, for Poinsettia Day at Plantpeddler. “It was an intense and rewarding day, filled with various contests, interviews, and discussions where breeders presented their Poinsettia genetics. The team introduced their red varieties Aida, Carmen, and Maestro, as well as the commercial debut of Giulia. This variety even won a contest, with four of the team’s varieties ranking in the top ten. The event concluded with a heartfelt thank you to all the participants for their interest in our genetics.”
Plantpeddler:
Final Stop: Metrolina Greenhouses
The last stop on the Poinsettia Tour was at Metrolina Greenhouses in Huntersville (NC), where the Lazzeri team received a tour of the greenhouses. “Special thanks were given to Ivan and his team for their hospitality and valuable feedback on the genetics, particularly on the red varieties Aida, Carmen, Gloria, Maestro, and Serena, along with the glitter variety Superba New Glitter.”
At Metrolina Greenhouses:
Conclusion
According to the Lazzeri’s management team, the 2024 Poinsettia Tour proved to be a highly successful and insightful journey, providing breeders, growers, and retailers valuable feedback and promoting new Poinsettia varieties across North America. “The team extends sincere thanks to all the partners, growers, and participants who made this tour such a success. As the 2024 season wraps up, the focus is on continuing to improve Poinsettia genetics and meeting the growing demand for beautiful, diverse holiday plants.”
For more information:
Lazzeri Società Agricola A R.L
Tel.: +39 0473 246246
Email: [email protected]
www.lazzeri-agricola.com
