World competition in the flower seed business has increased significantly in recent years. Continuing consolidation in the industry means that leading companies are gaining in strength in the same way as has the Floranova group over the past eight years. Most plant breeders are selecting within very similar germplasm in the eight major species, thus further intensifying competition. One of the keys to improved variety differentiation is plant biotechnology, but these techniques are not yet ready for application in the flower seeds sector. Floranova is, however, already active in this area.

Professional Growers, and Floranova customers throughout the world, now seek the very highest reliability from the seed they buy. Seed quality and performance are already key factors in which buying decisions are made. To date most seed quality improvement has focussed on physical grading and prirning. In future the key to continued progress in seed quality will be the application of new science including molecular biology and plant physiology. It is in this area that Floranova is focussing its research and development programme.

Floranova has appointed Pam James to the newly created position of Seed Technology Manager.
Pam is an Honours graduate in Plant Science from the University of Southampton with an MSc in Plant Genetic Resources from the University of Birmingham.
Pam James has 20 years practical experience of the management and implementation of seed quality assurance, originally with Asmer Seeds Ltd. and since 1989 with the Floranova Group.
In her new role she will be an integral member of the Research and Breeding Team of Floranova, headed by David Chisholm. However, her technology responsibilities will cover all aspects of the Company's seed activities from plant breeding, through trial and commercial production, processing, stock management and quality control.

Floranova's plans for investment in seed quality include collaborations with UK and overseas Universities and Institutes in addition to internal programmes. The new appointment and the associated investments in research are clear evidence of the Company's conunitment to the needs of its customers.

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