Sadrach and Huub in the greenhouse with Illusia Sadrach and Huub in the greenhouse with Illusia Sadrach and Huub in the greenhouse with Illusia
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A burst of blooms: Illusia is a global sensation

The success of Illusia, Schoneveld Breeding's latest innovation, has far exceeded expectations. Area manager Asia, Middle East & Oceania, Huub van Oorsponk, was confident in a positive response but admits, "I never imagined it would become such a global phenomenon. Everyone is absolutely captivated," he summarizes, reflecting on the enthusiastic responses from growers, retailers, and consumers alike.

Illusia made its global debut last September in Japan, where Huub presented this remarkable plant to the world. "I remember it like it was yesterday," he recalls. "The exhibition had barely opened when, within half an hour, all of Japan knew about Illusia. The buzz spread instantly—visitors were making calls, trade reps were fielding inquiries, and YouTubers flocked to our stand. The media attention was incredible."

This frenzy in Japan quickly took on national proportions, and it wasn’t long before the rest of the world followed suit. "Illusia is truly special. Japan saw that immediately, and the excitement we’re seeing globally matches that level of enthusiasm."

A floral explosion with added value

Illusia's distinct upward-facing blooms, each with contrasting colours and a unique “beard” at the centre, give the illusion that the flower is looking right at you. When viewed from above, it’s a vibrant bouquet, an explosion of colour that sets Illusia apart. "And let's not forget its longevity," Huub adds. "The shelf life is exceptional—something I’ve never seen before."

This year marks Illusia’s global release, and the demand is skyrocketing. "It’s fresh, it’s different, and it’s a high-end product. The combination of stunning aesthetics and long shelf life makes Illusia highly desirable for growers," Huub explains. What makes it even better is that growing Illusia doesn’t require any special conditions. "It’s a win-win across the supply chain," he concludes, always mindful of the needs of growers, retailers, and consumers.

A globally recognized success

Illusia is opening doors to new markets and partnerships for Huub and Schoneveld Breeding. "Mention Illusia, and you're immediately talking about Schoneveld. Growers looking for something new, unique, and visually striking are naturally drawn to Illusia. This has led to numerous new connections in different countries," says Huub.

Illusia truly shines in a 12-centimeter pot. "This unique plant in a well-sized pot really allows growers to showcase its beauty," Huub notes. Each pot comes with a custom Illusia label for easy recognition on the shelves. "We’ve also developed matching artwork for pots, helping growers get the most value out of Illusia in every way possible."

Discover Illusia

Looking Ahead

The Illusia phenomenon is just beginning, and Huub anticipates its momentum will continue. "We’re going to reveal even more great things about Illusia in the coming years. Right now, we have one colour combination—Light with Eye—but there’s undoubtedly more to come. For those who want to see this beautiful autumn flowering plant for themselves, you're invited to our Schoneveld Open Days 2024 from October 21 to November 8 in Wilp."

Schoneveld open days

Sluinerweg 15
7384 SC Wilp the Netherlands

+31 571 27 17 17

info@schoneveld.nl