FLOWERPOWER is a co-operation between the professional horticultural industry and scientists from four Universities working in the field of genetics, plant biochemistry, plant molecular biology, analytics and bioinformatics. This European Industrial Doctorates project brings together a unique set of expertise, methodologies, resources and materials and offers unique training opportunity for young researchers in the scientific field of plant breeding and plant science. FLOWERPOWER involves as main non-academic organisation a family-owned company which is a world leading breeder, producer and marketer of vegetatively propagated ornamental plants. The integration of further industrial partners as associated partners will contribute to a broader education of the young researchers. The breeding activities of the non-academic beneficiary comprise the areas of bedding and balcony plants, poinsettias, perennials and cut flowers. With 7 locations in Europe and Africa, each significant market throughout the world is served. For a successful breeding company it is important to launch every year many innovative plant novelties and improved varieties with respect to growth, shape, plant health and flower colour. New traits can be introduced by mutation breeding, crossings and biotechnological approaches. Flower colour is an important, eye-catching trait in ornamental plants attracting the consumer’s interest. It is based on the presence of specific pigments with carotenoids and flavonoids being the most important classes. European researchers have long-lasting experience in the scientific research on plant secondary metabolites and were e.g. the pioneers in the elucidation of the biosynthetic pathway of flavonoids. FLOWERPOWER will exploit the concerted expertise of the involved beneficiaries and partner organisations and offers the possibility to perform PhD theses addressing simultaneously urgent needs in the non-academic sector and scientific hot-spots in plant research.