Selecta: What do we stand for and how did we get started as a company?
Creating the future™
This short but apt phrase is exactly what Selecta stands for: A family business that is aware of its tradition and therefore possesses obligatory values that act as the basis and foundation of its actions.
We live today, but it is preparing for tomorrow that will secure our future. We consider it our duty to support our customers through innovations in both product and marketing areas, thus actively accompanying the developments in the horticulture industry.
Sustainability when dealing with our customers, our employees and our environment is a high priority for us. Sustainability and quality: These are two important aspects that depend on each other. Quality in both the product and the process are prerequisites that allow successful developments towards the future to be perpetuated by means of the connection between past tradition and the present.
The creation of our future also requires trustworthy actions when working together. We are aware of our special responsibility towards our customers and are proud and grateful for our business relationships that have continued to exist over decades.
This is what we stand for today. In...
1932 | everything got its start with the foundation of a vegetable business in Stuttgart-Untertürkheim, established by Gustav Klemm. Vegetables were produced for the local market with the help of only a few employees on an area of 4,000 m². | |
1950 | Start of the cut flower production (carnations, freesias, chrysanthemums, irises and others). The developments for an ornamental plant business begin. | |
1960 | Siegfried Klemm enters the company and concentrates on breeding and propagating carnations. This is the foundation of today's company structure. In Israel, a cooperation starts where carnation young plants are produced. |
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1968 | Poinsettias are added to the product range. This crop is ranked number two worldwide as the main pillar in sales for flowering potted plants. |
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1972 | Establishment of Selecta Italia in Latina (south of Rome) for the production of carnation cuttings. Today, this location consists of 7 ha and combines the distribution and production of bedding and potted plants for the Italian market as well as other markets. |
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1983 | Start of Pelargonium breeding. Pelargoniums are today’s best selling product. As a niche supplier of Pelargoniums and due to its excellent assortment, Selecta positions itself as the second most important breeder worldwide. | |
1986 | Foundation of Selecta Canarias on Tenerife, a production location consisting of 9 ha. With its favourable climate, the location offers very good product quality and plays a significant role in supplying cuttings. |
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1987 | Poinsettia and Impatiens New Guinea breeding begins. The expansion of breeding applications is an essential decision in Selecta’s development from a production business to a company that concentrates on breeding, production and distribution. Today’s motto is just that: Creating the futureTM. | |
1995 | Expansion of the production capacity on Tenerife by 4 ha. | |
1996 | Fleuralia S.A.U. is founded in Spain. This distribution company initially deals with the Spanish cut flower market. Furthermore, the company serves as a wholesaler for known breeders. Today, all cut flower activities are concentrated within this company. |
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1999 | The company is handed over to the third generation: Sons Christian, Nils and Per Klemm take over the management. Foundation of KPP in Kenya, a production location for mother plants with a total area of 30 ha. This location is also an important site for breeding activities. Selecta takes over Stawest B.V., a Dutch competitor and producer of cut carnations. |
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2000 | Introduction of MiniFamous®, the world’s most successful Calibrachoa series. This is a milestone in the development of a modern, efficient and innovative bedding and balcony plant assortment. In the same year, the cut flower programme expands for the first time - Gerbera are added to the product range. |
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2003 | Selecta First Class, Inc. is founded in Encinitas, California. SFC is responsible for all the distribution and marketing activities concerning bedding and potted plants intended for the North American market. | |
2005 | The breeding activities, which had been limited in the early 80’s to two species, have now increased to more than 25 genera. Many of them belong to either the Shooting Stars or to market-leading assortments. Dr. Ulrich Sander, previously the divisional director for breeding and development, is appointed to the Executive Board. | |
2006 | Selecta launches the world novelty MiniFamous® Double Pink! It is the first Calibrachoa with double flowers to be put on the market. This breeding sensation receives the distinction "Medal of Excellence" from the horticulture publication Greenhouse Grower. Foundation of Ornamental Bioscience GmbH, a joint cooperation with the U.S. company Mendel Biotechnology, Inc. specializing in biotechnical activities. Mendel Biotechnology, Inc. is a worldwide leader for identifying crop genes and transcription factors. |
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2007 | Joint venture with Wagagai Ltd. in Uganda begins. Together with Wagagai Ltd., located directly on Lake Victoria (15 minutes away from Entebbe International Airport), bedding plants as well as all the poinsettias required within the Selecta Group are produced here on 13.5 ha. The excellent climatic conditions as well as the ideal logistic connections offer the best prerequisites for the production of high quality cuttings. Today, this location is the centre of expertise for poinsettias. |
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2008 | Foundation of Selecta Colombia Ltda., a subsidiary of Fleuralia S.A.U. Customer contacts and service are optimised with this establishment. Furthermore, additional expansions in one of the world’s most significant cut flower markets are actively promoted. | |
2009 | Agreement with the U.S. market leader Ball Horticulture regarding an exclusive partnership for the North American market in the area of ornamental plants. The location in Tenerife focuses on Solanaceae. This specialisation offers our customers considerable surpluses. The production capacity in Kenya expands by 3 ha. The location KPP is being upgraded to become a centre of expertise for Pelargoniums. | |
2010 | New construction of greenhouses specialized for the production of Solanacea and SEE at our production site in Tenerife. Expansion of our production capacities in Kenya by an additional area of 2.7 ha. Introduction of the worldwide first Osteospermum varieties with double flowers. The varieties are sold within our Osteospermum FlowerPower® line. At first there have been introduced four varieties in the colours white, silver, pink and purple. Further colours will follow soon. The cut flower assortment has been enlarged by the species Gypsophila. The patent protection in the USA for the methods for breeding Calibrachoa plants having double flowers got approved. Launch of the labels "Clean Plant Guarantee" and "Fair First!" as a result of being successfully certified according to the standars of MPS-Socially Qualified and MPS-GAP. To be recognized as a company group with locations worldwide and to encourage corporate identity uniform company names have been introduced. Fleuralia became Selecta Cut Flowers, Dutch Plant Trade was renamed Selecta Holland and the Kenya Plant Production changed into Selecta Kenya. |
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2011 | Double flowering Osteospermum, introduced in the USA under the name 3D Osteospermum, win the Medal of Excellence awards in two categories (Industry's Choice Award und Editor's Choice Award). Selecta Japan Ltd. is founded in Kyoto. | |
