The floricultural industry has focused its attention primarily on the development of novel coloured and longer living cut flowers. The basis for this was laid down some years ago through the isolation of 'blue' genes and ethylene biosynthesis genes. Recently, a novel 'blue' gene has been discovered and yellow pigments were produced in petunias by addition of a new branch to the phenylpropanoid pathway. More insight was obtained into the sequestration of anthocyanin pigments into storage vacuoles. Significant progress has been achieved in the commercialisation of genetically modified flower varieties.