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Jeroen Egtberts - Managing Director - MNP / Suntory

Thank you for taking the time to visit our website. At MNP / Suntory, we greatly appreciate the opinions of our business partners. We aim to invest in a long-lasting relationship with you and involve you in all our activities. We truly value your expertise and would like to work closely together on the selection, introduction and marketing of new, quality plants for MNP / Suntory. The breeding activities of MNP / Suntory are focused on matching the highest requirements and much more. It is our continuous challenge to further enhance our well-known varieties and to introduce novelties onto the European market with distinguishing qualities such as cold tolerance and early flowering.

Jeroen Egtberts, 
Managing Director MNP / Suntory

MNP / Suntory pictures | MNP / Suntory. We bring you the champions of tomorrow, today!

# Innovative &


Always stay ahead and be assured of innovative new products every year, bred by the renowned, pioneering and highly skilled breeders of Suntory Flowers Ltd. Japan.

MNP / Suntory pictures | MNP / Suntory. We bring you the champions of tomorrow, today!

# Building


We’ve built big and unique brands in the past, including Surfinia®, Sundaville®, Senetti® and Princettia®. And we’re still doing this with brands such as Beedance®.

MNP / Suntory pictures | MNP / Suntory. We bring you the champions of tomorrow, today!

# Fast &


We have a relatively small organization. This makes us highly creative, with short lines of communication, and enables us to respond very rapidly to market changes.

MNP / Suntory pictures | MNP / Suntory. We bring you the champions of tomorrow, today!

# Highest


For consumers as well as propagators, MNP / Suntory is the established collective concept for the most complete collection of high-quality brands and varieties of ornamental crops.


The plant pioneers
MNP / Suntory is widely acknowledged for introducing innovative, high quality and successful bedding plants into the European ornamental plant sector. We have built one of the strongest portfolios in the ornamental plant industry with numerous successful brands that are among the world’s best-known plants. Every year, we carefully select and test new discoveries before introducing them to the market.

Furthermore, we improve and enrich our existing brands with new shapes and colours to meet current consumer desires and new trends. We work closely with our licensees (propagators) and growers to make sure our products are always available and properly displayed, in all channels – from exporters to retailers and wholesalers.

Hence, we use multiple platforms to effectively market our products, from events to social media. Consequently, we ensure that the genetics of MNP / Suntory are always on top of consumers’ minds.

“To contribute in creating a beautiful and healthy environment where people, flora and fauna can flourish.”

“Quality is the key. We want to grow plants that give people value for money. We innovate, enrich and improve our products continuously, but also each individual within the company, by learning and being challenged every day.”


# Environment & Sustainability
We believe that we can make a difference. Together with our licensees and partners, we want to use our innovation, knowledge, skills and network to contribute to resolving social and environmental issues that are at hand. Hence, we strive to integrate social corporate responsibility into our organization as much as we can. We always pay attention to the sustainability of our greenhouses and workflow. Moreover, we consider sustainable criteria as standard with products and services that we sell and purchase.

# Quality
Innovation and high quality are very important to us. Therefore, we make sure our plants are healthy, robust, free of diseases and constantly monitored by ongoing tests. The tests that we run are generally more thorough than required by the current regulations and standards.

MNP / Suntory - Logo 2022

# Innovation & Education
We invest in knowledge by contributing to social organizations that educate and inform people about the environment and plant industry. In this way, we hope to give people tools to create a stable and sustainable future for themselves and their surroundings.

# Joint Promotion
Together we can do more. We sincerely believe in cooperation to achieve the best results in enhancing the plant sector and increasing our market share. That is why we collaborate within the industry and join divergent projects.



MNP / Suntory introduces new plants and varieties onto the European horticultural market. Breeding takes place in Japan, where an extensive team of plant professionals works passionately on creating the perfect plant for gardens and balconies worldwide. MNP / Suntory specializes in specific R&D areas, including selection. We employ several professionals, who all have in-depth knowledge of the European horticultural market. Together they select plants and varieties that suit this market perfectly.

Selected plants and varieties are assessed extensively at several testing locations. Varieties are trialled for earliness, floriferousness, weather resistance, sturdiness, colour consistency, and so on. At MNP / Suntory we value and care about the opinions of our business partners concerning new plant introductions. Therefore, our business partners are closely involved in the selection and testing process.

Test Plants | MNP / Suntory


After the final selection, we decide on which varieties will be introduced, and which will be either retested or disregarded. This is where we start building brands!

The marketing department of MNP / Suntory is the creative heart of our organization. We carry out market research for all varieties that will be introduced. We investigate who the customer will be, and his or her perception of the new product. This is very important for positioning the product in the market. We think about product naming plus the total concept and finally, we come to the brand design, which is when we start to create a brand with its own logo, labels, pots, leaflets, website, etc., ready to be marketed!

Princettia® | MNP / Suntory


One important activity at MNP / Suntory is bringing our new varieties (novelties) to customers. Part of the new introduction strategy at MNP / Suntory is to spread novelties over the year. MNP / Suntory introduces new varieties three times a year: during the IPM in January, the FlowerTrials® in June and the FloraHolland Trade Fair in November. This means that there is always a reason to visit MNP / Suntory, both on location during exhibitions and at home during the FlowerTrials®. Business partners can then express their interest in a new product and decide whether they want to run trials at their own site or add the introduction to their catalogue immediately.

Growers pay a license fee for every MNP / Suntory variety. MNP / Suntory Suntory recoups this license fee to its business partners by creating marketing concepts, arranging free publicity and PR, safeguarding plant quality, etc.

Surfinia | Petunia | Tradefairs | MNP / Suntory


Because we charge a license fee, we are obligated to provide our business partners with all the support they need. We, therefore, keep in close contact with our partners and visit them as often as possible, not only to provide advice about propagating and growing specific MNP / Suntory crops but also to listen to their own experience in the field so that we can take it into account during the next testing and selection cycle.

For questions and advice about cultivation, selection, marketing, sales, export, license administration and control, please feel free to contact one of the experts.

MNP / Suntory




Klaas Droog - Sales & License Manager - MNP / Suntory

At MNP / Suntory we value and care about the opinions of our business partners concerning new plant introductions. Therefore, our business partners are closely involved in the selection and testing process. For specific advice please contact Klaas Droog, our growing expert. Klaas has more than a decade of intrinsic experience in the ornamental horticulture trade and can therefore provide you with the best tips and advice about propagating and growing Suntory® genetics.

MNP / Suntory is happy to support business partners who propagate and grow our plants. We, therefore, work closely with our license holders and are highly committed to customer service. If you’re looking for information about growing specific MNP / Suntory varieties, please download the catalogues below. In each catalogue, you will find the cultivation sheets for your favourite products.

Klaas Droog,
Sales & License Manager

Marketing communication


Erwin Giezen - Head Marketing, Communications & Trade - MNP / Suntory

MNP / Suntory is very proud to collaborate with innovative and professional partners throughout Europe. We work with propagators and growers in every European country. If you would like to become our partner, feel free to contact us. At MNP / Suntory we strive to make everything as easy as possible for our business partners. You can therefore download all the key forms from our website. These include young plant request forms, royalty forms, mother stock declaration forms, and more. MNP / Suntory likes to help its business partners by supplying attractive new marketing materials. Marketing texts, posters and high-resolution images can all be downloaded from our Suntory website. If you need specific marketing tools, please do not hesitate to contact the marketing department at MNP / Suntory.

Dynamic marketing concepts are extremely important if you want to be unique in today’s ornamental horticultural market. And that’s our goal: to create outstanding marketing concepts for our beautiful products. Visit the MNP / Suntory website to see what we can do for you.

Erwin Giezen,
Head of Marketing & Communications

Online information


These are our individual brand websites, designed to inform & encourage end-consumers to buy our products. They are full of inspirational images and tips & tricks on how to use the plants at home.


This year, MNP / Suntory proudly celebrate the 30th anniversary of Surfinia®. What began as a real breakthrough to breed a perfect trailing Petunia from cuttings, has resulted in the best and most widely sold Petunia in the world. for more information