For over two decades, Plants For Europe (PFE) has been an independent force in the garden plant industry, serving breeders and growers across the globe. Founded in 2003 by Graham Spencer, the company was created to fill a critical gap in the market by providing independent, pan-European representation for developers of new garden plant varieties. "Back then, there was a real need for an agent not tied to growers or breeders, someone who could act entirely in the best interest of the plant itself," says Graham Spencer, Founder and Director of PFE. Even today, this independence remains a core principle. "Everything we do is to get the best outcome for the plants we're entrusted with. We're free to work with everyone and anyone, so there are no limitations for the breeder as to who might grow their variety and where they might be sold." In this article, the PFE team shares more about how it all began, what PFE does, which varieties are trending, and what's next.

Alice Crick, Helen Spencer, and Graham Spencer.

Trusted by breeders and growers alike
PFE now offers an extensive suite of services for both breeders and growers. "For breeders and owners of new plant varieties, PFE offers full guidance through the development process," explains Spencer, "We work with breeders at all stages of the process, from analysing whether a new variety has potential in the market to arranging commercial trials. We'll also complete all the intellectual property protection, and build exciting product launches. A big element for us is driving exposure and income with ongoing marketing. Each plant in the PFE portfolio carries equal weight and effort."

They also offer Procedural Representation as a standalone service. "We can act as the official representative before the Plant Variety Offices of the EU, in the UK, and in many other countries. We have extensive experience completing, filing and managing applications for Plant Variety Rights, with breeders around the world working with us to protect their varieties."

For growers and marketers of new plants, PFE can also help. "We introduce new varieties every year, providing complete support for growers and marketers. We help growers to discover new varieties to refresh the market and make their own production stand out, including high resolution photography and storytelling for each new variety. We have robust relationships with growers and nurseries across the world, from young plant growers to plant finishers and buyers."

Global reach, local expertise
With a footprint extending from the UK and Europe to the US, Japan, Australia, and beyond, PFE's influence is international. Yet its team remains intentionally small and hands-on. "We're just three people," Spencer notes, "but between us, we have decades of industry experience—and we're all deeply passionate about plants."

Graham Spencer, with 40 years in horticulture, brings a deep understanding of IP law and marketing. Helen Spencer contributes extensive know-how in supply chain management and procurement. And Alice Crick handles marketing—alongside studying for her RHS Level 2 and gardening professionally. "Together, the three of us work to get the best results for every plant in our portfolio, whether it's brand new or already well-established in the market."

Commercial trials that set the stage
One of PFE's most powerful tools is its commercial trial program. Thanks to PFE's long-standing relationships with leading nurseries and young plant growers, new varieties can be tested in real-world growing conditions before they ever reach the market.

"This gives us confidence that a plant will perform well for both growers and consumers. It also gives us the opportunity to gather fantastic visuals and firsthand knowledge we can pass on."

Trends: Tougher, better, more beautiful
And what trends are you seeing? "We're seeing big interest in resilient varieties. We're talking about plants that can cope well with the change in climate, offer improved pest and disease resistance, and are easy to grow in a wide range of conditions. The visual appeal in the garden centre is still one of the important factors. However, having a resilient plant will ensure longevity in the marketplace.

Nepeta Summer Magic

Nepeta Summer Magic is a good example. This variety is continuous flowering, extremely weather resistant, pest and disease-free, and also looks fantastic! It's a hard-working variety."

Upper left: Euphorbia Little Treasure, bottom left: Ajuga Midnight Mystery, and on the right: Coleus Skeletal

What's hot?
Among PFE's new varieties in their portfolio are Euphorbia Walberton's® Little Treasure®, Coleus scutellarioides Skeletal™ and Ajuga reptans Midnight Mystery. "Little Treasure has bright yellow foliage and copper-toned shoots in colder months, and is equally at home in pots and borders. Skeletal has a fishbone foliage in burgundy and lime which makes this a must-have for bold garden centre displays. And Midnight Mystery is the first Ajuga with dark leaves and pink flowers, offering a stunning blend of novelty and versatility."

Geum Totally Tangerine

The team also highlight Geum Totally Tangerine. "Some plants have a timeless appeal that continues to resonate with people year after year. Geum Totally Tangerine is a good example. It's been on the market for several years, and we always see it in RHS Chelsea show gardens, every year. It's a top plant."

Pennisetum Chelsea

"Pennisetum Chelsea is another best in class plant", Crick adds. "Selected for its strong foliage colour and compact habit – this variety works so well in mixed containers."

Looking ahead
PFE is not resting on its laurels. "We've got several projects in the pipeline," teases Crick. "New Nemesia breeding, jaw-dropping roses, and Digitalis that don't need a cold period to produce flowers. It's going to be exciting."

PFE team with Ann Jennen and Maartje Kortekaas

First Time at FlowerTrials
Eager to see PFE's varieties and meet the team? They are making their debut at FlowerTrials this year. "We're thrilled to be exhibiting for the first time," says Spencer. "It's a big adventure for us and we're so thankful to our hosts Vitroflora and Alkemade in Lisse, the Netherlands.

Source: www.flordalily.com