Express Seed Company announces Steve Rinehart as poinsettia breeder

Express Seed Company has appointed Steve Rinehart as the new breeder for its poinsettia program. In October 2022, Express Seed Company became the exclusive licensee of the Syngenta Flowers poinsettia program. With the Express-Rinehart breeding partnership, there will be continuity, as well as an infusion of improvements and innovations to meet the current and future needs of growers.  

Additionally, Express will offer poinsettia genetics from several breeding companies as part of InBlume Indoor Floral for the 2024 season. Rinehart Poinsettias joins a group of leading breeders producing at Vivero Internacional S.A. de C.V. for the North American market. 

This InBlume Indoor Floral poinsettia program includes leading varieties from Beekenkamp, Express Seed Company, Lazzeri, Rinehart Poinsettias and Suntory. All varieties will continue to be purchased through existing brokers as well. 

InBlume is Express Seed Company’s newly formed business unit focused on building indoor floral programs and represents a dedicated team of breeding, technical support, and industry experts. Grower success is key, the InBlume team strives to provide optimal varieties, product forms, supply chain and growing recommendations to assist growers and promote indoor flowering crops. InBlume’s poinsettia portfolio is the perfect example of providing grower solutions says Rebecca Siemonsma, director of InBlume, “By bringing the best genetics from multiple trusted poinsettia breeders from one trusted poinsettia producer, InBlume offers a one-stop shop and a well-rounded poinsettia package. Our poinsettia program includes a variety to suit every grower’s need, and our InBlume team is dedicated to ensuring grower success by delivering the best genetics and quality cuttings.” 

InBlume Indoor Floral’s portfolio includes key indoor flowering crops such as begonia, calla lily, cyclamen, gerbera, hydrangea, kalanchoe, poinsettia, pot lilies, pot mums and zygocactus. InBlume is part of Express Seed Company’s strategy for serving growers of all product categories and joins ThinkPlants, InFlora Cut Flowers and InVerde Indoor Foliage, dedicated to perennial, cut flower, and foliage programs. 

Rinehart poinsettias were produced at Danziger through the 2023 season. For 2024 orders, brokers can order Rinehart and Express poinsettia genetics through Express Seed Company. 

The InBlume Indoor Floral Team will be available to provide more information at upcoming Poinsettia trials and open houses; Sawaya Gardens: November 14, Millstadt Young Plants & N. G. Heimos Greenhouses: November 15-16, Lucas Greenhouses: November 28, and Plantpeddler: November 30. The InBlume team can be reached at inblume@expressseed.com.