• 1. PFE's licensing policies

    All plants are individuals

    PFE treats each of the plants in our portfolio as an individual – there is no such thing as a PFE “programme” applying the same promotion or licensing strategies to all of the varieties. Instead, PFE works with breeders and growers to devise the best strategy for each plant. We aim to maximise the potential of each variety in the medium and long terms, avoiding short term “quick fixes” in favour of market penetration and targeted introduction strategies that avoid turning the plant into a low-value commodity.

    Getting to know growers and licensees

    In order to be able to effectively place the plants in our portfolio with the best licensees, PFE makes great efforts to get to know the business of each and every grower that we deal with. This is achieved by meetings at trade shows and exhibitions, but also (and more importantly) visits to each grower’s premises. By doing this, PFE is able to understand each business, know your product range and fully understand your strengths.

    As a result, PFE not only places plants with those growers that will perform best in terms of sales and royalty returns for the breeder, but also builds strong relationships with growers that allows us to help them improve and increase their business by having access to the finest and most appropriate new plant introductions.

    Striving to make life easier for licensees

    We feel that it is important that licensees are not overburdened by administration when trialing and producing protected plants. Consequently, we employ a simple standard trial agreement and use licence agreements that clearly state each party’s responsibilities. We expect regular trial reports and honest reporting of royalties, and back this up with visits to licensees so that we can maintain a strong relationship based on trust and understanding.

    Royalties are usually charged on the quantity of plants sold (not on labels or the quantity propagated). Licensees are required to complete a simple Declaration of Sales form twice each year (January and July) – in the future, we plan to offer online filing. Royalty payments can be made in either sterling or euro, and we welcome electronic credit transfer.

    In addition, PFE strives to supply as much information about the plant as you might need. We have an extensive library of digital images for use on labels or other promotional materials. We also act as a conduit between the licensee and the breeder of the plant in order to facilitate an exchange of information. Where possible, we can also assist with growing schedule information and other cultural advice – it is in everyone’s interest that the grower should be able to produce the highest quality plants in the most cost-effective fashion.

    Click here to view the PFE portfolio of new plants.

  • 2. PFE's offering to growers and licensees

    PFE aims to maximize the potential of each and every plant that it represents. In order to achieve this, the licensee must also be able to maximize that potential. To help achieve this, PFE offers the following to licensees:

    • the finest new garden plants, from amateur and professional breeders around the world
      comprehensive trial and licence agreements that state clearly the responsibilities of each party to the other
    • simple, no-fuss administration of royalties – a single sales declaration form to be submitted to PFE once every six months
    • regular updates on any changes in intellectual property status
    • assistance with the preparation of marketing and promotion materials, including, where available, plant descriptions and photographs
    • grower advice and information – each variety has a product information sheet that includes descriptive information and details of any special cultivation requirements, often based directly on the breeder’s own experience and knowledge

    PFE strives to ensure that licensees have every assistance to ensure success with the new variety. We promise to go the extra mile, as that will help us to maximize long-term returns for the plant breeder.

  • What do I do next? 

    PFE is always interested to hear from potential licensees who have an interest in growing one or more of the plants in our portfolio. For full details of PFE’s current product range, please click here. To contact us to discuss any plant in the portfolio, please click here.

    Growers outside of Europe are also invited to contact PFE with regard to growing plants from our portfolio in other parts of the world. In many cases, the plant is protected by breeder’s rights in several countries and PFE works in collaboration with other agents working in those countries. We will be happy to introduce you!

    Of course, don’t forget that nurseries are a good source of new plant varieties – that odd looking plant at the end of the row might have enormous market potential! So be sure to read our breeder pages to find out how PFE might be able to help maximise the potential of any new plants that you may have.


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