Horticulture is becoming more and more professional. This has resulted in an increase in scale, greater international competition, a shift of power in the supply chain and cost prices are continuously under pressure.

The struggle between entrepreneurs for profitability is intensifying and therefore the demand for successful products is increasing. However, what makes a product successful? In our view the following conditions are essential:

• There is a desire for the product by both the consumer and the retailer
• The product is supported by entrepreneurs
• The product has brand/product awareness.