Complete tool for the successful cultivation of ornamental products

Dümmen Orange is the world’s largest breeder and propagator of cut flowers, bulbs, tropical plants, potted plants, bedding plants, and perennials. The company has an annual turnover of around €350 million and employs more than 7,300 people worldwide. In addition to a large marketing and sales network, Dümmen Orange has a diverse network of specialized production sites and a world-class R&D team that develops innovative, valuable products for customers.

Together with Dümmen Orange we built a unique app for growers in the ornamental horticulture sector worldwide. This app allows for the sharing of crucial knowledge about varieties, cultivation strategies, and topics like diseases and pests. The collected information helps growers elevate the quality of their products to an even higher level.

To help growers provide their products with optimal cultivation conditions and to give them easier access to advice and support, Dümmen Orange focuses not only on developing genetics for ornamental products but also on digitizing knowledge and cultivation data. The new app shares both basic and more in-depth knowledge about all Dümmen Orange varieties, from how to start cultivation to information about the different cultivation phases of a variety.

The app is also a direct lifeline for growers. For example, through a chat function and the ability to upload photos of plants to ask for information. For each crop, an optional ‘diary’ can be kept to record observations and measurements. In addition to better knowledge about specific varieties and their development processes, the app is also expected to save growers time, lower risks, improve planning, and, of course, produce even higher-quality products.

The app is freely accessible. Growers can not only keep cultivation data for varieties from the Dümmen Orange assortment but also for those from other breeders.

“During our exploration of the possibilities, we quickly chose low-code application development. It combines quality and speed in the development process, as less manual coding is required. OutSystems is the leading platform for this, and Beyonder is the ideal specialist and partner to help us realize our goals.”

Marcel Vrijman, Product Owner Digital at Dümmen Orange.

The app was launched with a few product groups (Kalanchoë, Calla, Begonia, Dahlia, and Lavender). After processing user feedback, it was later scaled up to include more crops and made available in various countries. Currently, more than 10,000 growers worldwide are producing Dümmen Orange varieties.

Marcel Vrijman: “The first version of the app is available in English, so we can test it with as many growers as possible. We are mainly focusing on people who are less advanced in their cultivation knowledge or those who have incorporated new Dümmen Orange products into their assortment. The feedback from the Sales organization is positive. Having digital knowledge available combined with a new way of communicating with your customer provides absolute added value."