What ICON Selections S.A.S. does

ICON Selections S.A.S. is a Colombian flower-breeding company founded in 2014 and headquartered in Rionegro, Antioquia, with an additional operation in Bogotá. The company develops and commercializes proprietary chrysanthemum varieties organized into two product architectures - DISBUD (Cremon, Mum Ball, Spider, Super Mum) and SPRAY (Button, Cushion, Daisy, Novelty, Santinis) - alongside a curated portfolio of standard rose and alstroemeria varieties sourced from Dutch breeders and validated under South American production conditions. Its principal R&D capability is a hybrid hemispheric breeding and selection program that runs trials in both equatorial Colombia and the Netherlands, producing a steady cadence of new variety releases (60+ new releases shown at Chrysanthemum Week 2023 out of 160+ varieties on display). Multiple named varieties (e.g., LINETTE, CONTESSA, YELLOWSTONE, CANDYCRUSH, MAGNETIC, AIRBRUSH) carry documented agronomic specifications including total cycle length (46-70 days), photoreaction day-length, and reaction time.

ICON Selections operates a B2B licensing and royalty-style commercial model, selling proprietary chrysanthemum genetics and distributing Dutch-bred roses and alstroemeria to commercial flower producers, primarily in South America, through a direct enterprise sales motion led by a dedicated Commercial Manager and supplemented by technical support. Distribution and brand-building channels include the icon-selections.com website (dual-localized in CO-ES and US-EN), a WhatsApp-enabled sales contact, dedicated sales and technical support email channels, and a concentrated industry-event presence at Chrysanthemum Week, PROFLORA, SAF, and AIFD. End-markets served include commercial flower growers (primary segment), wholesale and supermarket buyers, and floral artists and designers - with testimonials indicating that ICON's varieties are positioned on distinctive shape, color, and agronomic performance. Recognition includes 2 Blue Ribbons and 1 Red Ribbon at the SAF 2023 Outstanding Varieties Competition and validated attendance of 600+ visitors at Chrysanthemum Week 2023. The company employs 11-50 staff and operates as a privately held entity with no disclosed funding, no parent company, and founder-advisor (Jan Haaksman, Dutch) anchoring its international advisory function.

Name

ICON Selections S.A.S.

Legal name

ICON Selections S.A.S.

Website

https://icon-selections.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ICON Selections S.A.S. is a Colombian flower-breeding company founded in 2014 that develops proprietary chrysanthemum varieties and distributes Dutch-bred rose and alstroemeria varieties to commercial flower producers across South America through a licensing and direct-sales model.

Ownership category

akta.pro rank

Product category

Cut Flower Breeding

NAICS

Floriculture Production (111422), Nursery and Floriculture Production (11142)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Plant Breeding & Variety Development (Conventional) (AFAGAIAF), Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)

Keywords

• Chrysanthemum breeding
• Cut flower varieties
• Rose variety selection
• Alstroemeria varieties
• Flower breeding program

Headquarters

HQ city

Rionegro

HQ country

Colombia

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Plant Variety Sales: The company develops and sells chrysanthemum varieties and evaluates, selects, promotes, and sells rose and alstroemeria varieties from Dutch breeders to South American flower producers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ICON Selections S.A.S. breeds, develops, evaluates, promotes, and sells cut flower varieties — primarily chrysanthemums, as well as roses and alstroemeria. The company develops proprietary chrysanthemum varieties organized into DISBUD (Cremon, Mum Ball, Spider, Super Mum) and SPRAY (Button, Cushion, Daisy, Novelty, Santinis) types, and selects rose and alstroemeria varieties from Dutch breeders that have been tested under South American growing conditions. Its products are sold to commercial flower producers and growers for cultivation.

Product overview

ICON Selections S.A.S. is a Colombian chrysanthemum breeding company established in 2014, offering a portfolio of flower varieties through a platform-plus-catalog architecture. The core offerings consist of CRISANTEMO (Chrysanthemum) varieties organized into DISBUD types (Cremon, Mum Ball, Spider, Super Mum) and SPRAY types (Button, Cushion, Daisy, Novelty, Santinis), along with ROSAS (Roses) including Standard varieties and ALSTROEMERIA from Dutch breeders. The company operates as a breeder and promoter of flower varieties, evaluating and selecting varieties from Dutch breeders that have been tested under South American growing conditions. Notable varieties include AIRBRUSH, BELOVED, CANDYCRUSH (in multiple colors), CONTESSA, CONTESSA PEARL, LINETTE, MAGNETIC, SNEAKERS, RASPBERRY BRULEE, CORAL GLOW, YELLOWSTONE, TOP DOLLAR, and others. The company also evaluates and sells varieties of roses and alstroemeria from Dutch breeders that have been tested under producers' natural conditions in South America.

Differentiator

Problem solved

Functional benefit

Products and services

• Chrysanthemum (Crisantemo) Varieties Proprietary chrysanthemum varieties organized into DISBUD types (Cremon, Mum Ball, Spider, Super Mum) and SPRAY types (Button, Cushion, Daisy, Novelty, Santinis). DISBUD varieties produce single large blooms per stem, while SPRAY varieties produce multiple smaller blooms per stem. Sold to commercial flower producers and growers for cut flower cultivation.
• Roses (Rosas) Varieties Standard rose varieties evaluated and selected from Dutch breeders and tested under South American growing conditions. Promoted and sold to commercial flower producers in South America.
• Alstroemeria Varieties Alstroemeria varieties sourced from Dutch breeders, selected and tested under South American natural growing conditions, and promoted and sold to flower producers in the region.

Quantifiable outcome

• Won 3 prizes at SAF 2023 (2 Blue Ribbons, 1 Red Ribbon) from 5 Blue Ribbon and 9 Red Ribbon entries

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Dutch BreederscoreStrategic or Co-development PartnerICON Selections evaluates, selects, promotes, and sells varieties of roses and alstroemeria from Dutch breeders that have been tested under producers' natural conditions in South America where they grow their flowers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal Van Zanten: Dutch chrysanthemum and bulb breeder with a long-standing global spray and disbud mum portfolio. Most directly comparable to ICON's chrysanthemum specialization and licensing/royalty breeding model.
• Selecta One: European ornamental plant breeder specializing in potted and cut flower varieties including chrysanthemum. Closely comparable breeding-and-license business model targeting similar grower and wholesale customers.
• HilverdaFlorist: Dutch-based breeder of cut flowers, including chrysanthemum, alstroemeria, and other ornamentals. Directly comparable flower-breeding catalogue and licensing model.
• Deliflor Breeding: Colombian-based chrysanthemum breeder and producer with global distribution. Highly comparable in geography, business model, and exclusive chrysanthemum focus.

Broad incumbents

• Syngenta Flowers: Global seed and ornamental breeder with extensive potted and bedding flower genetics. Competes in the broader ornamental breeding space with significantly larger R&D resources.
• Dümmen Orange: Global Dutch-based flower and ornamental breeding powerhouse with deep chrysanthemum, rose, and potted plant portfolios. Competes with ICON across multiple breeding categories but at much larger scale and broader global reach.
• Danziger: Israeli-based breeder of cut flowers and ornamental varieties with global licensing. Overlaps with ICON's breeding and licensing model across ornamentals.
• PanAmerican Seed: Large-scale ornamental and cut flower seed breeder and distributor. Comparable in target customer base (commercial growers) and breeding-driven product catalogue.
• Ball Horticultural Company: Large US-headquartered breeder and distributor of ornamental flowers and plants with a worldwide footprint. Overlaps with ICON in cut flower breeding and global grower supply.

Regional players

• Agroindustria Del Valle: Colombian flower producer and breeder operating in the same Rionegro/Antioquia cluster as ICON. Regionally comparable in terroir and customer base although with broader production focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/icon-selections-s-a-s

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ICON Selections S.A.S.