White trumpet shaped lilies are the classical ones and are traditionally used for funerals. This is a very limiting image and excellent news that a breeder has at last successfully developed a new colour for this timeless beauty. Finally this longiflorum will have the opportunity to break into a market other than that for funeral flowers.

The breakthrough is there. Sales of the festive ‘Pink Heaven’ grew from 15,000 stems in 2006 to 80,000 stems last year. This year, i.e. up to the end of May, more than 21,000 have been sold. The forecast for 2008 is that this number will increase strongly in response to the subtle colour (dusty pink), the large trumpets and the strong, sweet fragrance so familiar in the white variety.

Lilium longiflorum ‘Pink Heaven’ (VBN product code 27659) was deservedly nominated for the 2008 FloraHolland Cut Flower Award. The cut flower is available virtually al year round.

Successful market launch: Successful market acceptance of new cut flower.