Abstract
Purpose. The commercial life of cut flower varieties was generally considered to be as short as fashion. However, this study provides an example of a perennially popular cut flower variety that offers an alternative perspective on the potential of the cut flower market. Methods. Semi-structured interview and qualitative document analysis. Results. This article presents an analysis of the evolution of the cultivation and sale of a popular cut flower species over time. It also discusses the impact of a trading company on various stakeholders in the supply chain, as well as relevant business and legal considerations. Conclusions. This article highlights the importance of effective management of the Notification Letter, related agreements and intellectual property rights, taking into account the potential legal and business implications arising from the relevant transactions and statute of limitations. In addition, the article provides valuable insights for breeders and stakeholders seeking to establish identities for new plant varieties in markets, highlighting the importance of understanding the supply chain and implementing appropriate intellectual property strategies and portfolios, such as trademarks and plant variety rights, to facilitate business success.
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