From idea to successful international market launch.
Strategic consulting for breeders, producers and companies – from selection and plant variety protection to licensing and successful market launch.
A good plant alone does not guarantee market success.
They have promising genetics, a new selection, or are already a finished variety.
Now the crucial questions arise:
Is the genetics stable and economically producible?
Does this variety offer a relevant advantage in the market?
When and where should it be protected?
Which licensing partners are suitable?
And how can it be successfully positioned and marketed?
The sooner these questions are considered together, the better it is possible to avoid wrong decisions, unnecessary development work and lost market opportunities.
How can I help you?
Breeding & Selection
Consulting on breeding goals, selection, stabilization and health maintenance – with a view to producibility and market potential.
Intellectual property rights & licenses
Support in intellectual property and licensing processes – from preparation to suitable structures and partners.
Markets & Planting Concepts
Consulting on market evaluation, product range development, plant concepts and international market launches.
Not every concept begins with breeding.
Perhaps you only need assistance with a single step.
Breeding goal → Selection → Health maintenance → Producibility → Protection → Licensing → Concept → Market → Marketing
A selection decision can later affect producibility and protectability. A good variety needs the right licensing partners. And a product that is successful in one market won't necessarily perform the same way in another.
The key is to understand the connection.
International markets function differently.
For example, a successful variety cannot simply be transferred from Europe to North America – or vice versa.
Production conditions, trade structures, customer expectations, and even communication differ.
Therefore, I will review the following together with you:
Which market is of interest to your plant?
What adjustments are necessary?
Which partners do you need?
And how should the product be introduced and marketed there?
The goal is not to serve as many markets as possible.
But the right ones.
Experience that helps with decision-making.
I have been working in international horticulture for more than four decades .
My experience ranges from breeding, product development, health maintenance and selection to intellectual property rights and licensing, as well as the development of plant concepts, brands and international markets.
In doing so, I worked closely with breeders, producers and companies of varying sizes in Europe, North America and other international markets .
I use this experience today where it can make a real difference to a specific question or project.
Are you currently facing any of these questions?
Which selection criteria should we further develop?
How can we solve a breeding challenge?
Is our variety of interest to the intended market?
How do we organize protection and licensing?
How do we find suitable partners in a new market?
How do we develop a clear product range from several plants?
How do we introduce an existing variety internationally?
Then let's talk about it.
Tell me about your project.
You don't need a finished concept for the first exchange.
Simply answer five short questions about your project, its current status, and the support you are looking for.
This allows me to categorize your request in advance, and we can then discuss specifically whether and where my experience can support your project.
The advice is aimed at breeders, breeding companies, young plant nurseries, producers and companies in the green industry who are looking for support with breeding, intellectual property rights, licensing, assortments or international markets.
No. Support can be useful both for early breeding questions and for already developed varieties, existing assortments or a planned market launch.
Yes. Not every project requires support throughout its entire development process. Often, it's about a specific question, such as selection, finding a licensing partner, entering a new market, or further developing a product range.
No. The role lies in providing expert advice and developing suitable solutions. Where practical laboratory services are required, implementation is carried out using existing customer structures or with the involvement of specialized partners.
Yes. Issues of maintaining plant health, mother plant care, and the long-term preservation of valuable genetics can be crucial even during the development of a variety and are included in the consultation as needed.
No. I provide expert support and coordination for intellectual property and licensing issues. Where legal advice or representation is required, appropriately specialized lawyers or patent attorneys are involved.
The operational implementation of marketing measures is not part of my service offering. I provide consulting support for marketing strategy, positioning, and the selection of suitable measures. Appropriate agencies and specialist partners can be involved for design and implementation.
Yes. This involves, among other things, aligning market potential, consumer trends, positioning, partners, and communication with the respective target market. A successful variety or concept cannot automatically be transferred from one market to another.
Yes. The decisive factor is not so much the company size, but the specific question at hand. The scope and approach are adapted to the project, objectives, and existing structures.
You don't need a fully developed concept for our initial contact. Simply answer five short questions about your project using the inquiry form. Afterwards, we can discuss together whether and where collaboration would be beneficial.
Yes. Confidentiality is particularly important when it comes to new genetics, varieties, and market launches. Project information is treated accordingly.
Cultivaris GmbH – Innovation and Market Success
“Garry Grüber is one of the few people worldwide who has an excellent instinct for genuine innovations that also become commercially successful. Over the decades, he has made many gardening enthusiasts happy – and, above all, helped producers around the globe generate strong sales.”
Robert Wacker – CEO, Cultivaris GmbH
Proven Winners North America –
Brand and Concept Development
“From the very beginning, Garry played a pivotal role in the creation and development of Proven Winners. His vision and ideas were crucial to the development of the brand, the grower network and the highly successful launch of new products, both in North America, in Europe and abroad. Our collaboration and friendship has continued over the decades.”
Mark Broxon – CEO, Proven Winners North America
Terra Nova Nurseries –
Breeding and New Product Development
“Over the years, we worked closely with Garry on developing new markets for choice perennial cultivars for the international marketplace. For example, we once had a truly promising new trait occur in one our key crops – however, this genetic breakthrough proved to be highly instable in mass production. Garry applied his practical expertise with chimeric breeding techniques and thus paved the way for stabilizing this new characteristic. This in turn was the foundation for further extensive breeding breakthroughs and many very successful new variety launches.”