Fleuroselect, the international organization for the ornamental plants industry, has awarded the FleuroStar Award 2026-27 to Dahlia coccinea Dalina Maxi Noir Velvet Crush, bred by PanAmerican Seed and commercialized in partnership with Florensis.

European sales managers Jeroen Star from PanAmerican Seed and Hagen Kalläne from Florensis accepted the prize from Fleuroselect President Marc Driessen and Secretary General Ann Jennen. The evening was moderated by Michael Perry.

Dahlia coccinea Dalina Maxi Noir Velvet Crush from Florensis and PanAmerican Seed competed against Canna generalis Cannova Gold Leopard from Takii Europe, Catharanthus roseus Soiree Lavender Magic from Suntory Flowers Europe, Cyclamen persicum x C. purpurascens ELIXIA Purple from Morel Flowers, Origanum dictamnus French Flair from Selecta One, Petunia Tea Rosette Blend from Beekenkamp Plants and Salvia nemorosa Salute Lavender from Dümmen Orange.

"Dalina Maxi Noir Velvet Crush is a real eye-catcher, combining striking dark foliage with vibrant velvet purple flowers that appear to glow in sunlight. Its excellent plant habit, abundant flowering and strong performance across all contest locations impressed the judges, while the long flowering season adds clear consumer appeal," the jury said. "Suitable for beds, balconies and containers, it was recognized for its outstanding visual impact."

Dahlia coccinea
Dalina Maxi Noir Velvet Crush
Florensis / PanAmerican Seed

Dark foliage meets velvet elegance in Dahlia coccinea Dalina Maxi Noir Velvet Crush, a striking new dahlia bred by PanAmerican Seed and exclusively supplied by Florensis.

This unique variety combines near-black leaves with large 10-13 cm double flowers in rich velvet purple shades with a soft color gradient. The dark foliage, impressive flower size and fully double blooms create an exceptional contrast and deliver bold summer color in borders and containers.

A premium variety with instant visual appeal, Dalina Maxi Noir Velvet Crush offers excellent retail impact and long-lasting consumer enjoyment. Its floriferous habit and continuous flowering ensure reliable performance throughout the season, making it a standout choice for patios, gardens and modern outdoor living spaces.

International jury of trade professionals

Ann Jennen, secretary general of Fleuroselect: "We feel honored that our candidates were assessed by as many high-level international market players, such as Blume 2000, Intratuin, the Newey Group, Waterdrinker, Royal Lemkes, OBI, King Fisher and many more. The success and credibility of the FleuroStar contest stems in large part from the diversity and expertise of our jury."

More than 30 professionals from 13 countries, working in production, distribution, retail, trade marketing and press, evaluated each entry on visual impact at point-of-sale and commercial potential. Each judge saw the entries in close proximity at one or more of the nine locations that exhibit the FleuroStar contestants during FlowerTrials.

Premium promotion from Desch, Visions and Waterdrinker

The new FleuroStar winner will receive considerable marketing support to turn its market introduction into a success. In addition to conducting an international press and social media campaign, Fleuroselect promotes the new winner at trade fairs and industry events.

Pot and tray supplier Desch will dedicate an extensive special to Dalina Maxi Noir Velvet Crush in its next lifestyle brochure, "Colour Your Story." Plant photography agency Visions Pictures ensured stunning lifestyle images of all the entries. And major Dutch wholesaler Waterdrinker, which supplies international garden centers and florists, will give the FleuroStar a premium product placement at its Green Trade Center next season.

Industry gathered for award evening at Suntory Flowers Europe

The FleuroStar Award Evening took place June 11 at the FlowerTrials location of Suntory Flowers Europe in Leimuiderbrug, Netherlands. About 140 industry professionals from across the supply chain gathered for a networking dinner, learned more about the contestants in question-and-answer sessions with the breeding companies and witnessed the reveal of the winner with the wow-factor 2026.