Dümmen Orange improves its predictive selection tools and appoints a new marketing director

Dümmen Orange, together with IT services company Fullstaq, has taken a further step in developing its predictive breeding capabilities. Implementing a new Kubernetes-at-the-Edge software system provides even more data collection and processing capabilities that enable faster development of impactful creatives with less waste. Running Kubernetes on-premises in greenhouses – as close to the data as possible – is new, and with this, Dümmen Orange is leading the way in the use of precision selection tools and prediction software.

“Plant breeding for floriculture is moving from conventional breeding to predictive breeding,” says Loes Raijmakers, Business Analyst R&D at Dümmen Orange. “More than ever, software systems are important for collecting and processing the data plant breeders need to make the right choices. Kubernetes is a system for automating the deployment, scaling, and management of software. It is a platform that helps us to have an overview of different complex processes. This overview is essential to allow us to make the right choices more quickly and efficiently, and to be able to select the best plant material to create new crosses.

Technology-driven breeding enables the floriculture industry to become more sustainable by using state-of-the-art breeding tools to develop new resistance traits and improve variety portfolios for the most complex traits.

Fullstaq, specialist in Cloud Native solutions, supported Dümmen Orange in the implementation of Kubernetes and also provided user training.

“We could talk for hours about the technology we used in this project, but it’s even more important to highlight the great collaboration between Fullstaq and Dümmen Orange,” says Gerrit Tamboer, CEO of Fullstaq. “Both companies are at the top of their game and are constantly looking for ways to innovate. This has led to a close and positive collaboration, with excellent results.

Marta Maria Garcia

New North American Marketing Leadership

Dümmen Orange also recently appointed Marta Maria Garcia as Head of Marketing and Retail for Dümmen Orange North America. She will oversee both departments beginning April 1, 2022.

A seasoned corporate retail marketing executive, Garcia joined the company last year as director of retail. She brings valuable insights into the position she acquired with Dümmen Orange and her previous management experience at Nature’s Way Farms, Designer Cut Flowers, Costa Farms and Bacardi. His track record of creating and launching retail programs has been recognized throughout the horticulture industry.

Garcia’s expanded role comes as Chris Berg, chief marketing officer of Dümmen Orange North America, resumes his full-time role as president of BlueSkye Creative, a marketing partner of Dümmen Orange. In this role, Berg will continue to provide creative services for Dümmen Orange, McHutchison and Vaughan’s Horticulture. This partnership will include ongoing product catalogs, videos and trade show support.

“I would like to thank Chris for his contribution to Dümmen Orange,” said Keith Cable, president of Dümmen Orange North America. “And I would also like to congratulate Marta Maria on her new expanded role and all the good things that will come from it.”