2. Market News Service
Cut Flowers and Ornamental Plants
2
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4. Market News Service
Cut Flowers and Ornamental Plants
4
INDEX
MARKET TRENDS .............................................................................. 5
CUT FLOWERS MARKET IN EUROPE ...............................................................................5
PLANTS MARKET IN EUROPE .................................................................................... 10
SELECTED FLORICULTURE WORLD INFO..................................... 13
SWISS FLOWER INDUSTRY IS NO BED OF ROSES..................................................................13
CICCOLELLA TAKES OVER SPRING FLOWER GROUP..............................................................14
ORCHID - STILL THE NUMBER ONE PLANT IN EUROPE ...........................................................14
NUMBER OF DUTCH EXPORTERS CONTINUOUSLY DROPS.........................................................15
INNOVATIVE SALES PROMOTION: TULIPS AT THE DAM SQUARE..................................................15
KENYAN 2011 FLOWER EARNINGS - HIGHER ON FOREX GAINS .................................................15
HORTEC KENYA 2012 TO BE POSTPONED .......................................................................16
KENYA’S LOCAL MARKET IS EMERGING ..........................................................................16
KENYA: PRIVATE PLANT INSPECTORS MAY OFFER SERVICES ....................................................17
BAD WEATHER AFFECTS ETHIOPIA'S FLOWER EXPORT FOR VALENTINE .........................................18
SOUTH AFRICA TO DEVELOP INDIGENOUS SPECIES...............................................................18
FLOWER EXPORT REACH RECORD HIGH IN TAIWAN..............................................................19
SOPHISTICATED, WELL-ORGANIZED FLOWER PRODUCTION IN JAPAN ...........................................19
AUSTRALIA: DARK SUMMER HITS ROSE PRODUCTION............................................................20
VIETNAM: DA LAT FLOWERS MUST INCREASE EXPORT ..........................................................21
INDIA’S ROSE EXPORTS BLOOM THIS VALENTINE'S DAY .........................................................22
COLOMBIANS HAVE HAD POSITIVE VALENTINE...................................................................22
US ORNAMENTAL GROWERS EXPECT SALES INCREASE...........................................................23
PROFILING ‘THE GROWER OF THE FUTURE’ .....................................................................23
VIAGRA PROLONGS VASE LIFE OF FLOWERS ......................................................................24
EVENTS CALENDAR........................................................................ 25
FLOWER DAYS CALENDAR........................................................................................25
EXHIBITIONS AND CONFERENCES .................................................................................26
STATISTICAL INFORMATION .......................................................... 27
2011 EXPORT OF FLORICULTURE PRODUCTS FROM THE NETHERLANDS ........................................27
SOURCES OF CUT FLOWERS SUPPLY TO EU......................................................................31
5. 5
Market News Service
Cut Flowers and Ornamental Plants
Market Trends
Cut Flowers Market in Europe
The Netherlands
Flower Auctions’ Notes
The first month of the new year turned out to be a
reasonably satisfactory month for cut-flowers
sales and prices. In general, supplied quantities
were slightly higher (4.4%) than last year, while
prices were just slightly higher for nearly all
products, except for tulips, narcissus and other
bulb flowers. The major reason for this price fall
for tulips was the overproduction- and supply
(some 20% more than last year during the
comparable month), while the general quality level
was not so good. Therefore prices were much
lower, by 30–40%, a really big difference. It was
said that the price cost was not even covered. On
the other hand, some products such as:
chrysanthemums (sprays, single headed ones
and santinis), gerberas (minis as well as the big
headed ones), lilies and amaryllis were very
expensive, in some cases some 40–60% higher
than last year. Rose supplies and prices were
more or less normal and equal to last year. The
total turnover increase of roses during the first
month of the year was 1.4%, realised by 1.7%
lower supplies, resulting in a very slightly higher
total average price for all flowers together.
Throughout the last days of January and the first
week of February a severe winter attack took
place, with very clear and very cold weather and
temperatures as low as minus 12º. Luckily, there
was no snow fall, so transport and logistics could
be operated normally. Street vendors had to
protect their booths against the extreme cold and
consumers were buying lower quantities, because
they did not get out of the houses much. The final
Valentine’s turnover and prices were slightly
disappointing. It was the extremely cold weather
in the Netherlands, but even more importantly - in
most of the other European countries, as well as
in the south of Europe. Due to the cold, the streets
sales were absolutely minimised. Another given
reason was the continuous economic and
financial crisis, especially in the southern
European countries. Disappointing were the
prices of the two biggest products - roses and
tulips, which represent about 60% of all supplied
flowers during that period. Better prices were paid
for the so-called filler products, such as: mini
gerberas, chrysanthemums, trachelium,
gypsophila, asters, leucadendron, wax flowers
and many others.
Importers’ and Traders’ Notes
The January 2012 export figures for cut-flowers
from the Netherlands are published by HBAG
(Exporter’s Union) as follows. The January 2012
export has increased by 1% when compared to
the same month of last year. An enormous
increase of 62% was realised to Russia. Other
very positive increases were noted to countries
like: United Kingdom (19%), USA - very
remarkable and back in the top-ten list on rank
number 7 (13%), and other countries (9%). Much
worse results were to countries like: Germany (-
9%), France (-10%), Italy (-12%), Denmark (-15%)
and Poland (-21%).
The year 2011 ended very positively and with
good results. The Christmas demand and sales
turned out to be very good, much better when
compared to many previous years. Also
throughout the very last week of the year all
remained positive. The same could be said for the
whole month of January. However, throughout the
first half of the month all was slightly better than
during the second half of the month. Still, for a
winter month all could be called good and positive,
partly also due to the very mild winter weather. In
fact, the weather was very autumn-like, without
any night frost or any snowfall. All products were
not really oversupplied, except for tulips, which
were only domestically cultivated. Prices of nearly
all products, domestic and imported, achieved
very good prices, except for tulips, of course.
During the last week of January and the first week
of February the prices of roses slowed down.
Finally, the real winter weather arrived on the very
last two days of January. Night temperatures
dropped to minus 6–10ºC and even during
daytime temperatures remained below zero.
Luckily, there was not much snow on the roads,
so that logistically all could be moved smoothly.
6. Market News Service
Cut Flowers and Ornamental Plants
6
During the first two weeks of February the cold
weather continued and temperatures dropped to
as low as -22ºC during some nights. This had
quite a negative impact on the Valentine’s
demand, sales, prices and results; it all turned out
not very special. In fact, the final Valentine’s
results turned out slightly worse than last year.
Roses did not fetch the same top prices, and
import small and medium roses were relatively
cheap, except for the red coloured varieties. On
the other hand, many so-called 'fillers' fetched
very good prices, especially products like
hypericum, eryngium, white asters, gypsophila,
leucadendron safari sunset, red coloured
leucospermum cordifolium, but also cape greens,
albiflora and others. Lower prices were fetched for
solidago.
Austria
January was never a very good month for cut-
flowers' demand and sales, and so it was this year;
it was even worse when compared to the same
month of previous years. Only during the first 10-
12 days the market was very reasonable,
particularly for all the products used to prepare
mixed bouquets. From mid-January until the very
end of the month the cut-flowers business was
marginal, even though prices of many products
were not particularly high. Tulips and other bulb
flowers were even very cheap this year, but
nobody was really interested in buying them. It
has to be said that the few tulips that were traded
were not of super or extra quality. It seems that
new cultivation techniques on the flower farms
have influenced the quality of the products
negatively. Many tulips are lighter of weight, with
thinner stems and smaller buds this year. From
the very beginning of February the winter really
took off, with very low temperatures even during
daytime. Flowers could hardly be moved without
strong protection, and street sales slowed down to
a very minimum. The cold weather lasted until two
days before Valentine’s Day, just on time to avoid
a disaster. Eventually, florists did sell lots of
flowers and consumers did buy quite generously,
and Valentine’s results turned out to be normal;
not better, but also not worse than last year.
During the post Valentine’s week the market was
very slow and very quiet, which is considered
normal after such a special cut-flowers event.
France
During all of January the cut-flowers market was
not bad, though it was also not very good. Luckily,
total supplied quantities from domestic production
as well as from imports were not overdone. It was
just enough to meet the demand during that
month. As of the end of January and the
beginning of February the weather changed
drastically from very mild into severe winter
weather. In most of the regions the cold came with
night frost and very low temperatures, and in other
regions there was snowfall, in certain cases very
heavily. That did not have any positive effect on
the market; on the contrary, all was very slow and
quiet, especially for the sensitive products, such
as the exotic flowers and cut-foliage. Meanwhile,
importers and wholesalers began to prepare for
the approaching Valentine’s Day. Nice quantities
of various cut-foliage types, such as: ruscus
leaves, pittosporum, aspidistra and aralea were
already being imported from Israel; also
temperate flowers such as: gypsophila, solidago,
phlox, asters and others. Cut-foliage originating
from Central America was reasonably plentiful
and prices were more or less normal. Plentiful
were also the quantities of roses from Kenya and
Ethiopia, while quantities originating from Ecuador
and Colombia were scarcer and more expensive.
Eventually sufficient quantities, especially of roses,
could be imported. Also the final demand and
sales for Saint Valentine’s Day were rather good
and satisfactory. The cold weather ended just on
time to be able to sell nearly all the flowers. Of
course, as always roses were most popular,
particularly the red coloured ones. During the post
Valentine’s week the market was gradually
improving again towards Grandmother’s day,
taking place on the 4th
of March. For that even
mostly smaller types of flowers were demanded
and used; flowers like: narcissus, anemones,
ranunculus and also small sized roses.
Germany
The January cut-flowers demand and sales have
been rather good and satisfactory. Turnovers
have been more or less identical to last year, even
though the weather was much better and milder.
In fact, the weather conditions throughout the
month were ideal, and street sales could be
operated all the time. It was different last year,
certainly during the first two weeks of the year,
when it was really heavy winter weather. All in all,
importers and traders reported of satisfactory
7. Market News Service
Cut Flowers and Ornamental Plants
7
results this year, even though smaller quantities
were moved, except of tulips, which were
oversupplied all the time, with, of course, a
negative impact on the prices. Traders reported
that they purposely agreed to work with slightly
smaller quantities, so as no to be stuck with
leftovers, and therefore to maintain a better price
level. That seemed to have worked out positively,
which was seen in slightly higher margins. In the
past the policy was always that one should never
say no, but now they worked with slightly smaller
quantities, for the result of no leftovers. From the
very end of January the weather really changed
drastically from very mild winter to extreme cold
and very lower temperatures, as low as -15ºC,
depending on the region. In the eastern provinces
it was much colder than in the western part of the
country. At the beginning of February the
Valentine’s business was really taking off; first
with greens and fillers, later on with roses,
carnations and many other products. The
extremely cold weather, with temperatures as low
as -20ºC, lasted until the weekend just before
Valentine’s Day. Street- and open market sales
were impossible, because flowers could not stand
the cold of the open air. Only during the very last
two days, when the extreme winter weather was
over, some extra demand and sales could be
generated. Eventually, the Valentine’s sales and
results ended up slightly disappointing. Much
worse than what was expected. Throughout the
post Valentine’s week the market was more open,
as the weather was much milder, but still the cut-
flowers market was reasonably slow and quiet.
Italy
January was never a very special month for
selling cut flowers, and so it was this year. It was
reported that the major reason for this was the
economic and financial situation in the country,
which hasn't been very good. In addition, the
weather during the last week of January and the
first week of February was very winter-like, with
very cold and low temperatures in the northern
and central regions of the country - cold and
snowy, with all the disturbances on the roads that
come with it. It made transport and movement of
fresh products very difficult or even impossible.
Street-sales in the mentioned regions were
reduced to almost zero, and people came out of
their houses only for necessities, such as food;
not for flowers and plants. Nevertheless, importers
and wholesalers had to prepare for the
approaching Valentine’s Day, by ordering
sufficient quantities and arranging enough air
freight capacity. During the two weeks before
Valentine’s Day the weather all over the country
was very winter-like, with snow and very low
temperatures, even during daytime. That had
quite some impact on the local production, even in
the south. Frost damage killed many outdoors-
cultivated products and quantities. Just on time,
on Sunday the 12
th
, the weather became much
milder and the winter weather situation was over.
Just on time for good cut-flowers sales for Saint
Valentine’s market. Eventually all imported flowers
were sold on time. Wholesalers and florists were
also almost entirely sold out. Final Valentine’s
results turned out like last year. Not better, but
also not worse. Now all efforts and hopes are
placed on the approaching International Woman’s
Day, taking place on the 8
th
of March.
Norway
As during most of the previous years, January
was not a very special month for cut-flowers
demand and sales. After the end-of-the-year
celebrations people are not very interested in
buying flowers. On the other hand importers and
wholesalers were reporting that their total
turnovers did not really shrink. In the past few
years and even more so this year, continuously
smaller quantities of domestically produced
products are available, due to the fact that flower
cultivation in the country is not so economic
anymore and alternative (import) products are
offered for lower prices. Meanwhile more flowers
and bigger quantities have to be imported, just to
maintain the cut-flowers branch lively and
competitive. Therefore the heavy import duties for
certain products were adjusted, sometimes even
to half of what they were before. Import duties are
still not very low, but at least there is a strong
difference with the past situation. Towards the end
of January and at the beginning of February the
market did improve quite considerably as a result
of higher demand for the approaching celebration
of Mother’s Day, on the 12th,
and of Valentine’s
Day, on the 14th
of February. The fact that both
events were taking place on different dates was
very positive. In many previous years the events
were on the same day, and in some cases
consumers did not buy twice the quantities of
flowers. Final Mother’s Day and Valentine Day’s
sales and results were satisfactory and rather
good. Cut-flowers have been sold equally well
when compared to last year, but plants have been
sold in bigger quantities, with as absolute number
one - the phalaenopsis orchids.
8. Market News Service
Cut Flowers and Ornamental Plants
8
Spain
During the entire month of January the cut-flowers
market was extremely quiet and slow. Traders
said that January is always a calm month, but this
year it was much quieter than normally, as well as
in comparison to many previous years. The major
given reason was the economic and financial
crisis, especially in Spain, more than in many
other European countries. Towards the end of the
month and throughout the beginning of February
all interest was focussed on the approaching Saint
Valentine’s Day. However, with the very few or
even no pre-sales, it was very difficult to plan and
order the airfreight capacity needed to transport
the products. Also consumers' interest and
purchases of cut flowers were very, very marginal.
People were saving money for the necessary
products and items needed for daily consumption.
The Valentine’s cut-flowers demand and sales
ended up not so satisfactory. People were very
anxious and cautious in buying. Also from the
supply side things did not move smoothly.
Ecuadorian roses were not plentiful and the
general quality level was not as it used to be.
Instead, bigger quantities of roses were imported
from Colombia, and these roses were of excellent
quality. During the post Valentine’s week the
market went back to the very normal, low level.
Sweden
December's cut-flowers sales and results turned
out to be excellent and much better when
compared to many previous years. January was
also a good and satisfactory month. Normally
January is a slow and quiet month, though not this
year. Traders sold and consumers bought rather
good quantities of all types of flowers. Best
business was made with tulips, which were more
than plentifully available this year. At the same
time, many tulips were also offered from the
Netherlands, where these flowers were extremely
cheap. However, as traditionally, plenty of
domestically produced tulips were available. Only
the special and the newest varieties from the
Netherlands were used. As of the very last days of
January and throughout the first week of February
a very serious winter attack took place, with
extremely low temperatures. Luckily there was
any snow, so that the cut-flowers business was
not affected very negatively. Street vendors only
had to protect the good against the wind and the
cold. The Valentine’s cut flowers demand, sales
and results were very good and satisfactory.
Importers and wholesalers were totally sold out.
Florists were also selling very well, and finally sold
almost everything, leaving them with very minor
leftovers. During the post Valentine’s week the
market, slowed down quite considerably, of
course, mainly due to lower demand, because of
the first week of the spring holidays.
Switzerland
The cut-flowers market of January was, in general,
not very special. During the first half of the month
demand and sales were slightly disappointing,
while throughout the second half of the month all
was slightly better when compared to the same
period of last year. All in all, the final January
results turned out very similar to the results of
2011.The market was suffering a bit from the
huge oversupply of tulips and other bulb-flower
products, mostly originating from the Netherlands.
Prices of these mentioned products were far
below the normal level, while the general quality
level was not the very best this year, particularly
that of the tulips. Rose supply and quantities
originating from the African production countries
were rather plentiful, while the Ecuadorian roses
were just sufficiently available. Only the special
and new varieties were not really plentiful; on the
contrary, there was some shortage of those
varieties. The general quality level of the African
and the Ecuadorian roses was very good.
Throughout the last week of January importers
were busy with ordering sufficient quantities for
the approaching Valentine’s Day. Availability of
quantities was more or less sufficient this year.
Whether the very cold and freezing weather,
which started at the beginning of February, will
influence the market and the prices, still needs to
be seen. On the first week of February the
weather was very cold and a lot of snow fell. That
influenced the flower business negatively. Also
Valentine’s Day was slightly influenced by the cold
weather, and therefore final sales and results
were not very special and slightly worse than last
year. During the post Valentine’s week the market
was very slows and calm, while during the last
week of the month it all improved again. The
general quality level of the roses originating from
Ecuador and the African countries was good and
satisfactory this year.
9. Market News Service
Cut Flowers and Ornamental Plants
9
United Kingdom
The Christmas cut-flowers market in December of
last year has been rather good, without being very
special, and more or less normal when compared
to previous years. During the first two weeks of
January the market remained reasonably
satisfactory, but throughout the other weeks of
January the whole market slowed down
dramatically to a lower level than normally.
Throughout the first week of February the weather
really changed drastically into real severe winter
weather, with very low temperatures. Luckily, the
weather was very cold but also very sunny, and
with no snow. As traders said, one can dress up
against the cold, but it is a different story when it
comes to ice and snow on the roads. Sufficient
flower quantities were available all the time, and
an oversupply of tulips, narcissus and other bulb
flowers was noted. Prices of those products were
therefore very low. The fear of many traders is
that the current big quantities of bulb flowers will
cause a shortage in a few weeks’ time, when
spring will start and Mother's Day will take place
on the 18th
of March. As of the beginning of
February importers and wholesalers began to
prepare for Saint Valentine’s Day. Throughout the
first week clients were very cautious in buying,
just because of the cold weather. With the very
cold weather until Sunday the 12th,
the real
Valentine’s flower business took off only as of
Monday and Tuesday, the actual Valentine’s Day.
The final Valentine’s Day results were not bad,
though not as good as expected. Prices for most
of the flowers, particularly for the purchased roses,
were not too high. Most roses used were the
African small and sweetheart roses. The general
quality level has been positive, except for some
quality problems due to cold/frost damage. Now
everyone is focussing on the approaching
Mother’s Day, taking place on the 18th
of March.
10. Market News Service
Cut Flowers and Ornamental Plants
10
Market Trends
Plants Market in Europe
The Netherlands
FloraHolland Aalsmeer Auction’s Notes
Normally in January the winter rules the market.
So it was last year, but not this year. There was
no real winter weather at all, until the very last two
days of the month. However, it became very
serious and severe during the first half of
February. Temperatures went down to -22ºC in
certain parts of the country. On the other hand
there was only very slight snowfall, which meant
that transport and logistics were not affected.
Street sales became very difficult and only the
street vendors who could protect themselves and
their products had a chance to survive. Export to
other countries was also very minimally affected,
luckily, so that prices of most products could
maintain a very reasonable level. Only primroses
and bulb products on pot were facing very low
prices, mainly due to a certain oversupply. The
green-plants market was not very special, nor was
it very bad. In January all could be called very
reasonable. The January total house-plants
turnover has decreased by 5.3% when compared
to the same month of last year, realised with a
supply decrease of 0.2%, resulting in a 5% higher
total average price for all plants together. Lower
prices were for: primroses, bulbs on pot, dracaena
and other orchids on pot. Prices were better for
phalaenopsis orchid plants, hyacinths, anthurium,
kalanchoe, ficus and pot roses. The garden- and
bedding plants market was of minor importance,
which was considered normal, given the period of
the year. During the whole month of February the
fully-grown plants market was not very special, as
said - mainly due to the cold weather during the
first half of the month. Prices for most of the
products were low, especially for the mentioned
primroses, bulb flower products on pot, and also
for phalaenopsis orchids, which fetched much
lower prices, sometimes one Euro less per plant
when compared to the same month of last year.
One of the reasons was the (again) strongly
increased production/supply.
Importers and Traders’ Notes
The January 2012 export figures of house- and
garden-plants from the Netherlands are published
by HBAG (Exporter’s Unions) as follows. The
January 2012 export turnover has increased by
10% when compared to the same month of last
year. Very good and positive results have been
obtained of exports to countries like: Germany
(18%), United Kingdom (26%), Sweden (47%),
Russia (53%), and other countries (16%).
Negative results were to countries like: Italy (-16%)
and Belgium (-20%).
The fully grown plants market did not improve
very much, when compared to many previous
years. The slogan 'finish with the Christmas tree
and start with green-plants' was not really
materialised positively this year. The major reason
could be the very cold weather, which started at
the end of Januarys and further continued, even
worsened, during Februarys. During that period
the winter was really severe, with ice, snow and
temperatures below zero, as low as minus 22ºC.
The Valentine’s flowers and plants business was
mainly focussed on the cut flowers and only on
certain types of red coloured pot roses and
kalanchoe. Phalaenopsis orchids, which are very
sensitive to extreme cold, suffered from the
circumstances. Prices became much lower than
normally. However, it is expected that demand,
sales and prices for the mentioned products will
be better later on, in spring.
In the tropical ornamental young-plants sector
demand and sales normally increase during the
first weeks of the new year; so it did this year,
though at a slower rate, due to the cold. The
extremely cold weather disappeared during the
end of the second week of February, and now it is
expected that all will gradually improve during the
weeks and months to come.
11. Market News Service
Cut Flowers and Ornamental Plants
11
Denmark
The normal recovery of the green-plants market
as of the beginning of January was this year as in
the old days. In the past few years this recovery
did not materialise most of the times. Surprisingly
positive was the improvement of position of the
big sized green-plants, so much used for indoor
landscaping. It was not expected and therefore
even more satisfactory. For the medium sized
green-plants all was considerably slower, as
during the last few months of last year. In the
small green-plants sector all was moving
reasonably well, without being very special. In the
flowering plants sector the development was very
different, depending on the type of plant. For Saint
Paulias the market was relatively poor, while for
kalanchoe it was much better. As of the very last
days of January the winter returned, with very cold
weather, with temperatures as low as -12ºC. Even
during daytime temperatures remained below zero,
which made it feel even colder, due to the strong
eastern winds, coming straight from Russia. That
severe cold during the first two weeks of February
had quite some impact on the total demand and
sales of all plats, flowering as well as green.
However, as of the third week of the month the
weather became milder and normal again, and the
market gradually slightly improved.
In the tropical ornamental young-plants sector
plenty of new young plant-material was available
and offered all the time. However, most of the
domestic growers were still holding their orders of
new plantings. They are expected to order more
as of the end of February or the beginning of
March, depending on the weather. Importers were
also careful not to order too much material, so as
to avoid disappointment or cancelations and
eventual quality problems. So far the quality of the
imported goods was satisfactory.
Germany
Throughout December, including the Christmas
period, the fully grown plants market was rather
good and satisfactory. Prices were very
reasonable, much higher than last year during the
comparable month, and final results were positive.
Also in January growers and traders were rather
satisfied, because with the mild weather plants
could be moved and sold all the time, also
outdoors in the streets. However, from the very
last days of January and throughout the first two
weeks of February severe winter weather turned
up. Snow and ice with temperatures as low as -
20ºC did not do much good to the whole
perishable goods market. Immediately the street
sales were minimised to almost zero, which had a
great impact on the prices, of course. The impact
was biggest on the whole range of green-plants,
but also on the flowering plants. The market for
certain flowering plants was already not the very
best, especially not for primroses and the whole
assortment of the bulb flowers on pot, particularly
the tulips and the narcissus. Amaryllis on pot
could not be sold anymore. Consumers were not
interested in the typical Christmas products
anymore. The cold weather was over at the end of
the second week of February. As of the third week
the fully-grown plants market gradually improved.
Prices for many plants - flowering- and green -
increased, however not for all the types and
varieties. Prices remained poor for primroses and
bulb flowers on pot, but also for many types of
dracaenas. For instance, dracaena tufts were
about €2 per plant set lower than normally. The
same could be said for phoenix roebelinii. Some
extra demand and sales were noticed for some
Valentine’s products such as pot roses and small
mixed plants arrangements.
In the tropical ornamental young-plants sector
things moved along the results of the fully-grown
plants. Meanwhile, plenty of new young plant-
material was offered all the time by importers and
wholesalers, even for bargaining prices for many
products. A positive exception could be made for
all the palm types and varieties. Some more
prices for the respective products: dracaena
compacta branched with 10-12 sprouts for €6.00
(normally €8.00); 6" rooted dr. marginata for €0.20;
dr. warneckei and deremensis 4" rooted canes for
€0.35; areca palms 1.20m high in a pot size 24 for
€6.50; areca palms 1.60m high in a pot size 27 for
€11.00.
12. Market News Service
Cut Flowers and Ornamental Plants
12
Sweden
The final December and Christmas fully-grown
plants' demand and sales results turned out to be
good and satisfactory. So was the month of
January, making it a good start of the new year.
Major sales were made with flowering plants,
particularly with the bulb flowers on pot, especially
of tulips, hyacinths and narcissus. As of the
beginning of February there was also some extra
demand for the primroses, a typical spring product.
However, due to the - probably temporary -
oversupply of the primroses, prices were very low.
Hardly any profit/margin could be made with those
plants. Traders hope for better times after Saint
Valentines’ Day. This event is, however, not really
special for pot plants, it is just a cut-flowers event,
was reported. As of the end of January and the
beginning of February a very serious and severe
winter attack took place, which eliminated the
street sales totally. Only very small quantities of
green-plants were used in February, and only the
smaller sized plants. For the medium and binger
sized plants demand is expected to increase
when spring starts. As of mid-February the severe
cold was over, and a slight improvement of the
plants market could be noticed.
13. Market News Service
Cut Flowers and Ornamental Plants
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Selected Floriculture World Info
Swiss Flower Industry is No Bed of Roses
The Swiss splash out around SFr125 ($136) each
a year on cut flowers, more than any other
European nation. Sales reach their peak on
February 14 – Valentine’s Day.
Yet seven out of ten flowers bought in
Switzerland are grown abroad and Swiss growers
struggle to compete in the tough market dictated
by low prices.
“Producing flowers in Switzerland is more and
more complicated. To compete it’s essential to
produce cheaply and this entails investing in air-
conditioning, heating and greenhouses,” Beat
Thomann, director of the Zurich Flower Exchange,
told. The association, which brings together 200
flower growers, promotes homegrown flowers. Its
philosophy is that only when local producers are
unable to offer what the market demands will it
turn to flower importers.
According to the Zurich Flower Market, 30 per
cent of cut flowers are grown in Switzerland;
customers seek quality, freshness, flowers that
last and appreciate certain “Swissness”, it says.
Of the remainder, 40 per cent come from the
Netherlands, 14% from South America, 11% from
Italy and five per cent from Africa.
Switzerland’s robust economy has allowed it to
hold its head above water during Europe’s recent
troubles. In 2010 the flower trade grew by five per
cent and it is thought that 2011 also saw progress.
Gabi Hophan, marketing director for Fleurop,
which has 430 members with shops dotted
around the country, was generally optimistic
about business. “We are satisfied with the way
things have been going and last year we saw a
small but steady increase in sales, which was
down to innovative promotional offers around
Valentine’s Day, Easter and Mother’s Day,” she
said.
In the area of fair trade Switzerland has been a
pioneer in raising awareness. In 1990 the group
Flower Coordination Switzerland launched a
“flowers of death” campaign, together with
Greenpeace and the WWF. The initiative is said
to have borne fruit and consumers are now more
familiar with fair trade flowers and premiums
imposed on the Swiss retail price. “Around 20 per
cent of our customers usually order roses
carrying the Max Havelaar [fair trade] label. This
is a sign that they are ready to pay a little bit
more to promote fair trade,” said Hophan.
However, Only 10% of imported flowers have fair
trade labels, unlike bananas, where it rises to
25%.
However, flower growers do not share this vision:
“Of course customers prefer to buy flowers that
promote fair trade, but they are not prepared to
pay for it. Swiss buyers are not ready to pay more
than before and this won’t change in the future.”
said Thomann
The big distributors play a key role in the ongoing
price war. “Flower sellers often lose out to Coop,
Landgard and other big firms, which sell
arrangements at very low prices. Over the past
year, for example, prices have fallen by 12-15 per
cent due to fluctuations in the Swiss franc-euro
exchange rate. And I think they will stay at this
low level, or they could drop even further.”
In the face of lower prices, the Swiss can only
compete on quality, or Swissness, say specialists.
“There is a group of very competitive Swiss
producers, especially in the rose market. But
national roses are only grown between May and
October because the necessary heating systems
are very expensive,” said Thomann.
But people are constantly on the look out for new
opportunities. Agricultural specialists from
Agroscope Changins-Wädenswil Research
Centre in Conthey spent ten years cultivating the
seeds of a new flower called Helvetia, a variety of
the legendary edelweiss, but bigger and more
resistant. And a similar process has been carried
out with Swiss daisies. Around 70% of all flowers
bought in Switzerland are from three types: rose,
chrysanthemum and lily.
Source: Swissinfo.ch 14/02/2012
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Ciccolella Takes Over Spring Flower Group
Ciccolella Holding International (CHI), a company
entirely controlled by Ciccolella SpA, entered into
an agreement to take over the Springflower
export activities, which includes flowers and
plants export. The perspective is a potential
integration.
This agreement is fully consistent with the
Ciccolella vision to build market leadership
through partnerships and external acquisitions.
Ciccolella is one of the largest players in trading
flowers and plants on the European market with a
turnover of € 346 million in 2010; it is active in
both the retail and wholesale segments of the
market. Its parent company is listed at the stock
exchange of Milan.
Ciccolella is specialized in the production of
protected crops of rose and anthurium. It
currently has about 100 hectares of greenhouses
at its production sites in Italy. In the coming years
a significant increase in production capacity will
be and the available space will exceed 200
hectares.
Ciccolella has companies in the Netherlands
highly specialized in the sale and distribution of
garden products throughout the European
continent. In 2006 it acquired the leading trading
company Zurel. Since then it took over also
Sierex, Diskoflora, and Disva.
Springflower Holding is a Dutch group of
companies trading flowers and plants based in
Aalsmeer with leading market positions in
Scandinavia, Germany and France. Consolidated
revenues amount to about € 50 million per year.
Movrie is the subsidiary of Springflower, focused
mainly on serving supermarkets and chain stores.
Hiljo is the subsidiary focused on the total service
to wholesalers and smaller chains, from
Scandinavia to central and southern Europe.
Summer Flower is the subsidiary providing large
quantities at very competitive prices.
Sources: Vakblad vd Bloemisterij 13/01/2012 + Ciccolella Web site
Orchid - Still the Number One Plant in Europe
Also in 2011 the orchid kept its number one
position in the European indoor plant market. The
Dutch Horticulture Board PT finds this out trough
research.
Popular colours were white, purple and pink. In
many European countries, one out of ten sold
orchids is white.
In the Netherlands this is even the case at one
out of two sold orchids; while one out of three of
the sold orchids is white in Germany.
There are also big differences between the
European countries in the distribution of orchids.
Supermarkets are important in the orchid sales in
the United Kingdom and florists in Russia. In the
Netherlands there is a major role for garden
centres, and in Germany for DIY shops.
Source: HortiBiz / PT 27/01/2012
15. Market News Service
Cut Flowers and Ornamental Plants
15
Number of Dutch Exporters Continuously Drops
The +2% increase of the flower and plants export
value from the Netherlands to € 5.2 billion
achieved last year by -5% fewer wholesalers.
This was published by the Wholesale
Horticultural Products HBAG Flowers and Plants
in Aalsmeer. “The scale that is taking shape for
years, set by'' concludes HBAG.
In 2008 there were still 857 active exporters, over
801 in 2009, and 765 in 2010. The number
shrank last year by -5% to 724.
This is a decrease of -16% in 3 years, while the
turnover value increased. “Scale is an obvious
trend'' says Tom Bijleveld of HBAG Flowers and
Plants. The average annual turnover per exporter
was € 7.2 million, while it was just € 6.2 in 2008.
Fourty companies, just 5.5% of the total number
of exporters, are responsible for 50% of the
export turnover in 2011. The number of export
companies with a turnover above € 40 million
increased from 24 to 28 in the last four years.
“The mix of large and small companies is a
strong point of the Dutch wholesale'' said Tom
Bijleveld, “So all market segments, from
discounters to specialty in the highest segment,
enjoy optimum service'', he explains. Of the 724
active exporters, still 541 were companies with
annual business turnover of less than € 5 million.
Source: HBAG 06/02/2012
Innovative Sales Promotion: Tulips at the Dam Square
The Dutch tulip growers initiated a unique and
impressive promotion event. Last Saturday, 21
January, they have placed 200,000 tulip flowers,
of 10 different colours, at the central square of
Amsterdam, the Dam.
The public were invited to pick a bunch of tulips,
free of charge, for decorating their homes.
This was the opening of the National Tulip Day,
planned to take place every year at the third
Saturday in January.
The event was initiated by the growers’
organization Tulips4all, in collaboration with
‘Tulips Promotion Netherlands’ (TPN), and the
Flower Council Holland (BBH).
Amsterdam’s Mayor has officially opened the
event.
Source: Bloembollen Visie 20/01/2012
Kenyan 2011 Flower Earnings - Higher on Forex Gains
Kenya's flower earnings for 2011 are seen rising
thanks to a favourable exchange rate for most of
the year, despite earlier warnings they could fall
below target due to the euro zone crisis.
Flower exports account for nearly half of the
country's horticulture export earnings, which were
Kenya's second biggest source of foreign
exchange at 78 billion shillings ($932.7 million) in
2010, after tea.
Kenya exported estimated 109,950 tons of
flowers in 2011, down 9.3 percent on a year
earlier. Flowers earned the country 30.6 billion
shillings ($365.4 million) in 2010. "Although
actual figures on the value have not been
released, we expect to see a gain in income from
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Cut Flowers and Ornamental Plants
16
the weakened shilling against the euro," Jane
Ngige, chief executive officer of the Kenya Flower
Council told.
Kenya's shilling collapsed last year, losing 25
percent against the dollar before the central bank
hiked rates and triggered a rally in the last quarter
of the year.
High input costs, soaring lending rates and labour
unrest, however, are still expected to have
squeezed profit margins for flower growers. "The
high cost of inputs such as fuel and high bank
interest rates have put pressure on the industry,"
said Ngige.
Last July Ngige said that Kenya was unlikely to
do better last year than in 2010 due to high input
costs and the prevailing euro zone crisis. The
county's flower exports in 2010 fell 15 percent
from 2009 as the sector suffered from the impact
of global financial turmoil on key export markets.
Ngige said flower growers have made progress in
their push into new markets in Asia and eastern
Europe to drive growth, diversifying away from
their core buyers in western Europe. "We have
managed to break into the Japanese market very
well. We already are commanding about 20
percent of their (flower) import market share,"
Ngige said. "We have also broken into the
Russian market and we are making good strides
into other countries in the region."
As well as exploring new frontiers, Kenya is
encouraging growers, in particular small-scale
producers, to create and export finished products,
such as bouquets, rather than bundles of cut
stems, to add value.
Producers were also turning to new types of
flowers, although roses, the mainstay of Kenya's
flower sector, still account for 60% of production,
Ngige said.
Source: AllAfrica.com / Nairobi Star 07/02/2012
Hortec Kenya 2012 to be postponed
The Hortec 2012 fair, scheduled to take place
from 14 to 16 March 2012 in Nairobi, Kenya, has
been postponed till further notice.
Hortec was started in 1994 as an opportunity for
suppliers to exhibit to the many established
growers in the region.
However, the new I.F.T.Ex., organized by HPP,
will take place from 21 to 23 March 2012 at
Oshwal Centre (Westlands), Nairobi.
Source: Hortfresh Journal 20/01/ 2012
Kenya’s Local Market is Emerging
A vibrant wedding industry in Kenya is giving a
major boost to the country's local flower sector.
Kenya is a big flower exporter to Europe and
other countries across the world, but for many
years, its flowers hardly had market locally. Over
the years, while Kenya earned millions of dollars
from flower exports, the local flower industry
remained lacklustre, with Kenyans scarcely
consuming flowers.
However, this is changing gradually, thanks to the
fast-rising Kenyan wedding industry that is
increasing demand for fresh flowers. "Things are
changing for the better. Demand for flowers
locally is rising because of the wedding industry.
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Couples want to make the occasion memorable,
flowers help them to do so," Gladys Ngunyo, a
florist in Nairobi said. The florist noted that
flowers are a major part of a wedding because
they add beauty, fragrance and elegance to an
event.
Most of her clients are couples planning their
weddings. However, there are also people
organising birthdays, funerals and corporate
functions.
Of all the events, however, there is none that
uses flowers elaborately than weddings.
"Wedding flowers come as a package. In other
events, people order for flowers in small
quantities since they can do without them, as
many prefer, but in weddings, it is a whole set,"
she explained.
To satisfy her clients' needs, Ngunyo, like many
other florists in the business, has several
packages from which clients can select what they
want. "Bronze-package is the cheapest since not
many flowers are used. This goes for 252
dollars," she explained. The more expensive
‘Silver-package’ costs 298 dollars. "The diamond
package is the most elaborate and expensive. It
costs 747 dollars.
December is the time most florists do booming
business because it is peak time for Kenya's
weddings. "Last December I had a hectic time
trying to satisfy my clients' needs. The demand
was higher than the previous years," she noted.
Ngunyo notes that the demand for flowers locally
in Kenya is on the increase. "It is not only
weddings that are pushing up the demand for
flowers, Kenyans are changing their attitude
towards them, especially women, and they are
buying them," she said.
The growing demand is also evident in the
number of people venturing into flower business
in Kenya. In Nairobi, several entrepreneurs have
started flower businesses mainly in shopping
malls and high-end residential areas. At least
every mall in the capital has a flower shop, some
having more than two. At a shop at Prestige
Plaza, the cost of flowers ranges between 92 and
141 dollars.
"We have various categories that include
unwrapped, those arranged in containers, for
gardens and funeral wreaths, which go for
between 127 and 141 dollars," said an attendant.
Demand for flowers has also made many people
venture into the industry as flower farmers. "I buy
my flowers from a farmer on the outskirts of
Nairobi. I prefer buying from him than outside
Nairobi because of the distance. Flowers are
highly perishable, most of the time I take my
orders a night before the event, particularly, for
weddings so that they do not spoil," said Ngunyo.
Source: In2EastAfrica.net 20/01/2012
Kenya: Private Plant Inspectors May Offer Services
Private plant specialists could win major
concessions if Parliament endorses proposals by
the Ministry of Agriculture to liberalise inspection
services as part of efforts to boost productivity.
Currently, the task of plant or seed inspection is
solely handled by the State-run Kenya Plant
Health Inspectorate Service (Kephis), which has
often been faulted for lacking sufficient workers to
handle the job.
“The proposal to incorporate other experts other
than those working at Kephis is noble because it
will boost the capacity of the industry,” Dr Evans
Sikinyi, executive officer of the Seed Trade
Association of Kenya told. “Kephis is currently
constrained in terms of staffing yet the demand for
inspection services is growing.”
In a bid to reverse this anomaly, Agriculture
minister Sally Kosgei proposes to open up the
service to qualified experts serving outside Kephis.
According to the proposed measures Kephis shall
appoint seed inspectors, seed analysts and plant
examiners and may authorise competent private
or public persons to perform specified functions.
The names of those appointed would be
published in the national Gazette and their
activities monitored from time- to- time by Kephis
to ensure high standards are upheld.
“We have many qualified seed and plant experts
out here and allowing them to help with the job will
boost the agriculture sector,” said Dr Sikinyi.
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Kephis currently enjoys good ratings in the region,
with its test laboratories in Nairobi being Africa’s
main focus point outside South Africa.
The institution scored big in March 2006 when the
European Union accredited it to inspect all import
consignment of fresh fruit and vegetables entering
into its market. The accreditation has also made it
easier for Kenyan exporters to facilitate trade in
the EU because once certified by Kephis their
produce is readily accepted in all markets within
the union unlike in the past when such
consignments were subject to counter-inspection
at their destination markets.
The proposals envisaged to help Kephis re-invest
earnings from service fees into key development
and expansion projects.
To ensure high standards in seed and plant health
the ministry proposes hefty penalties for any
persons found contravening laid out rules and
standards.
Source: Business Daily 10/01/2012
Bad Weather Affects Ethiopia's Flower Export for Valentine
A recent spell of inclement weather in some of the
main horticultural areas proved devastating for
Ethiopia's Valentine's Day flower exports.
Officials at the Ethiopian Flowers and Vegetables
Exporters Association say that cold weather saw
the late harvesting of flowers, affecting exports to
European market for Valentine's Day.
The association said that the country failed to
reach an expected 30 percent increase in exports,
as the bad weather delayed flower cutting by up to
15 days.
"This year, the flower price was up in Europe and
we were expecting to get more income from the
sector. But we are unable to achieve the goal,"
the association said in a statement.
Prices of flowers in Europe have risen significantly.
Ethiopia began exporting flowers in 2001-02.
Exports soared to US$ 2.9 million the following
year.
In the past six months, Ethiopia has earned
US$156 million and is expecting to get more than
US$ 300 million from annual exports.
Last year, the country made US$ 220 million from
the horticulture industry, making it one of
Ethiopia's biggest foreign currency earners.
Source: The Africa Report 15/02/2012
South Africa to Develop Indigenous Species
The South African Flower Export Council (SAFEC)
says that the commercialisation of indigenous
flower and plant species is necessary for South
Africa to increase its global market share.
After about 50 years of commercial farming, South
Africa still holds only about 0.5% of the world
flower-market. According to SAFEC CEO Jac Duif,
growth of the floriculture industry depended on the
export of "niche" products. For this to happen,
however, the government needed to fund
research and development to get indigenous
species to a level where they can be commercially
farmed, Duif said.
John Meijer, MD of one of South Africa's biggest
flower farms, Finlays Horticulture, said Australia
was working to commercialise a hybrid of South
Africa's national flower, the king protea. "It is
important for South Africa to start protecting its
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19
natural wealth," he said. Among the best-selling
flowers in the world is a South African species, the
Gerbera (or Barberton daisy), which was taken to
commercial production on a massive scale
through research carried out in other countries.
Duif admitted that the Agricultural Research
Council did not at present have the budget and
capacity required to farm indigenous species
commercially and that, as a result, many
indigenous species had been "stolen" and are
now being mass-produced in other countries such
as the Netherlands, New Zealand, the US and
Japan.
According to Meijer, inflationary pressures, tariffs,
a volatile Rand and restrictive, slow-moving,
regulatory issues were putting additional stress on
South Africa's high-volume, low-margin flower
industry.
Meijer said Finlays Horticulture wanted to expand
its operations and assist small, independent
farmers to set up their own operations, but had
been struggling to get the necessary permits and
water licences to proceed. "We plan to provide
small farmers with the necessary expertise and
access to markets to start up their own farming
operations on a contracted-out structure. This is
one of the easiest and least expensive ways to
create new jobs," Meijer said.
Source: Business Live ZA 28/01/2012
Flower Export Reach Record High in Taiwan
Taiwan’s flower exports rose 18 percent year on
year to hit a record high of NT$5.18 billion
(US$173.4 million) in 2011, thanks in large part to
special floral production zones established in
recent years, the Agriculture and Food Agency
said.
The agency noted that the special zones it helped
set up in Taichung City and six other
municipalities and counties for the production of
dancing-doll (oncidium) orchids, eustoma,
chrysanthemums, flamingo lilies (anthurium) and
several other new flower varieties exported a total
of 40.82 million flowers last year with a combined
value of NT$650 million.
“These figures demonstrate that the establishment
of the special zones has had an industry cluster
effect, bringing about an increase in both quality
and production,” the agency said.
To promote Taiwan flower sales overseas, the
agency began setting up export demonstration
zones in major flower production areas in 2007,
before expanding them to special flower
production zones from 2009, assisting 10 to 20 of
the zones each year in upgrading their production
facilities.
According to the agency, cooperation among
government, industry and academia in the zones
has helped to solve sales bottlenecks by
establishing an export supply chain and stable
quality control.
Despite major shocks such as the global financial
crisis of 2008 and last year’s earthquake and
tsunami in Japan, Taiwan has continued to
smoothly export flower products to 68 countries
and regions around the world, with the value of
these exports jumping roughly 1.9-fold in the last
decade, the agency explained.
The special production zones are also enhancing
their collection of international flower industry
information to consolidate Taiwan’s market share
in major export destinations, including Japan, the
Netherlands, South Korea and the U.S., while also
working to expand sales in emerging markets
such as mainland China and Russia, according to
the agency.
Source: Taiwan Today 11/01/2012
20. Market News Service
Cut Flowers and Ornamental Plants
20
Sophisticated, Well-Organized Flower Production in Japan
In Northern Japan, a farmer's collective has found
an innovative way to prosper; and their creativity
has become a model for growers worldwide.
By 1971 Mr. Kudo and other Ashiro farmers tried
growing a different crop – blue gentians - starting
with a variety that grew wild in the nearby hills.
Gentian flowers are highly prized in Buddhist
Japan, where families place Gentians on their
ancestors’ graves.
The Kudos are part of a farmers’ collective that
has created an industry of cut flowers and potted
plants worth more than 13 million US$, largely by
developing dozens of new Gentian varieties in
partnership with the city government’s Research &
Development centre.
Their decades-long efforts paid off. Ashiro now
licenses the production of their ten most
successful Gentian varieties to flower growers as
far away as Chile and New Zealand.
Ashiro gentians are sold not just in exclusive
Tokyo shops but also in New York City and
Brussels.
Their unique varieties are registered, and their
breeding rights are protected. It’s a promising
trend that could ensure a future for Ashiro’s next
generation.
Peter Button is the Vice Secretary-General of
UPOV, the International Union for the Protection
of new plant varieties, affiliated with the UN’s
World Intellectual Property Organization. WIPO.
“If breeders didn’t have protection - it would be
possible for other people to reproduce it without
any form of compensation for the breeder.”
Through this link one can watch the UN’s short
video, showing the activity of this successful
group of growers:
http://www.unmultimedia.org/tv/webcast/2011/11/j
apan-booming-flower-industry.html
Transcript (pdf):
http://www.un.org/webcast/pdfs/unia1321.pdf
Source: UN Multimedia 18/11/2011
Australia: Dark Summer Hits Rose Production
Australian flower crops, struggling to bloom
through a dark and damp summer, are under
threat this Valentine's Day from foreign imports.
''It's just about impact,'' said Tim Baber, of PoHo
Flowers in Potts Point, who would stock more
Colombian roses this year.
''Most guys almost always opt for the Colombians
because the bud is about 3-4 centimetres across
and the local is about 2.5. ''When you multiply
across a dozen stems it makes a big difference''.
''The local growers are going to lose out,'' said Mr
Baber.
An overcast La Nina summer has made flowers
bloom more slowly and produce smaller buds.
Wet and humid weather also exposes maturing
flowers to mould and rot. ''Half our crop didn’t
manage to flower in time for Valentine's Day,''
said Gabriella Zaia, of T&G Growers in Horsley
Park. ''We've had constant rain. We're spraying
for fungicide and pesticide. It's been a really tough
time.''
The poor weather has given Colombian exporters
a greater foothold in the local flower market over
the past year despite their higher price.
Colombian roses grow fat in the high altitude of
the Andean mountains. The greater exposure to
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sunlight allows them to bloom over four months,
compared with an Australian average of three.
Cos Demasi, of Demasi Flowers in Cecil Parks,
reckons he's lost about 20 per cent of this year's
crop to the weather. ''Imports have had a big
impact,'' Mr Demasi said. ''They're driving the
Australian product down and it's very hard to
compete''.
The forecast does not hold much cheer for
farmers. According to the Weather Channel,
Sydney has received three fewer hours of daily
sunshine than usual this February.
Source: Sunday Morning Herald 13/02/2012.
Vietnam: Da Lat Flowers Must Increase Export
Ten years ago, five percent of the total Da Lat
flowers was exported to different countries in the
world. In 2011, the proportion remained the same.
According to Nguyen Van An, Director of the Lam
Dong provincial Department for Agriculture and
Rural Development, the flower growing area in
Lam Dong province increased rapidly from 1731
hectares in 2003 to 3500 hectares in 2010. The
output and the turnover have been increasing
accordingly. In 2010, Lam Dong put out 1.5 billion
stems of flowers and exported 16 million US$
worth of products. Da Lat alone accounts for 50
percent of the total growing area and 70 percent
of the output.
There are over 400 floral varieties grown in Da Lat,
which are traditional local flowers, and the ones
sourced from Europe.
Though the growing area and the revenue have
been increasing, local gardeners still feel worried
about the Da Lat flower industry. The problem is
that the consumption of the products much
depends on the domestic market, especially HCM
City and the provinces in the central region.
Tran Huy Duong, Chair of the Da Lat Flower
Association, said that the market has become
narrower for Da Lat flowers because of the sharp
increases in the supply. The flower growing area
in Da Lat increases by 30 percent every year.
Meanwhile, other localities have also been striving
to grow flowers and targeting the domestic market.
While Da Lat has bigger advantages than other
land areas in the region, its export volume is much
lower. There are only 600 hectares of daisy
growing area on Cameron highland of Malaysia,
while the total export volume to Japan accounts
for up to 60 percent of the total output.
Meanwhile, Da Lat flowers have been mostly
consumed in the domestic market, and only a
small proportion has been exported to Japan,
Australia, the US and Europe. The problem is that
Da Lat flowers still cannot satisfy the high
requirements of the world market.
The growers do not have high skills, while
commercial flowers do not have high quality
because of the degeneration. The new high
quality flower varieties cultivated in Da Lat have
overly high production costs; therefore, they prove
to be uncompetitive in the world market.
As a result, Da Lat flowers have been relying on
the domestic market. It happens that when
harvesting bountiful crops, the flower prices drop
dramatically, and when the prices go up, growers
do not have products to sell. Local residents said
that some years ago, the flower price once
plummeted so dramatically that growers had to
pull up the plants and burn them.
“Export or die” is the motto set up by the local
authorities. Da Lat growers well understand that
they need to strive to export flowers instead of
relying on the domestic market.
Pham Ngoc Trung, Deputy Director of the
Agricultural Expansion Encouragement Centre of
the Lam Dong province said that Da Lat flowers
should reach out to the new and choosy markets
such as the US, Japan and European countries.
And in order to do so, it is necessary to improve
the quality of Da Lat flowers by re-programming
the flower growing area, applying new
technologies in cultivation. Especially, Duong said
that it is necessary to develop the Da Lat flower
brand and register the brand immediately.
Source: VietNamNet Bridge 12/01/2012
22. Market News Service
Cut Flowers and Ornamental Plants
22
India’s Rose Exports Bloom This Valentine's Day
For this year's Valentine's Day, rose shipments
from India have grown by up to 15%, owing to the
rise in demand and increase in production from
new areas around Pune and South Gujarat.
Going by the shipment trends, total exports for the
season could be around 13 million stems, says Mr
Praveen Sharma, President of the Pune-based
Indian Society of Floriculture Professionals.
Exporters have seen improved orders as
Valentine's Day this year falls on a working day,
triggering higher sales. For a seasonal industry
like floriculture, demand mainly spurts during
Christmas, Valentine's Day and Mothers Day.
The demand has come from traditional markets
such as Europe, Australia, West Asia and Japan.
Besides, some exporters, like Mr V.H. Prasad of
the Bangalore-based Blooms and Greens Pvt Ltd,
have tried to tap the US market for the first time.
Regions around Bangalore and Pune are the
major production areas for cut flowers like roses
and carnations.
“Exports from Bangalore this Valentine's Day
were around 4 million stems, about 10-15 per cent
more than last year,” said Dr Jayaprakash Rao,
General Secretary, of South India Floriculture
Association (SIFA). “The weather was good for
production and so also the demand,” he added.
However, Mr Prasad feels that the intense cold
wave in Europe could possibly affect distribution
of flowers headed to the auction centre in the
Netherlands. Majority of the exporters have
established their links with buyers in all the major
markets and ship the flowers directly.
SIFA's Mr Rao said the realisations are good this
year, as orders have been booked at prices higher
by 10-15 per cent. Besides, a weaker rupee will
also boost the realisations this year, he said. He
estimates that growers' realisations could range
from Rs 12 to Rs 25 (US$ 0.24 – 0.50) per stem,
depending on the quality and length.
The quality of Indian roses is better this year,
aided by favourable weather conditions around
Pune, Mr Sharma said. This, in turn, has helped
fetch better prices. He said that around 100 acres
of new area has come up under floriculture
around Nashik and Kolhapur in Maharashtra and
in South Gujarat.
However, things are all not that rosy for the cut
flower growers, especially around Bangalore, who
continue to reel under the impact of high input
costs such as power and freight charges. Besides,
the rising labour costs are compounding the woes
for the growers.
Source: Business Line 10/02/2012
Colombians Have Had Positive Valentine
The pre-Valentine’s Day ritual, which sends 12
percent of Colombia’s annual flower output
abroad in less than two weeks, mostly to the U.S.,
is running more smoothly than in past years.
Valentine’s 2012 left a generally positive feeling
for Colombian flower exporters. “Although the US
dollar weakened significantly (again) when least
needed reducing the season’s income, the climate
was in the end benign and the feared frosts did
not occur” reports Jairo Cadavid communications
manager at Asocolflores (the Colombian
Association of Flower Exporters).
An estimated, 500 million stems have been
exported, mainly to the USA, the United Kingdom
and several countries in Europe.
“Colombian exporters now prepare for
International Women’s Day (March 8), an
increasingly important Russian celebration for
long-stemmed large-headed roses”, he adds.
Some exporters reported that there was an
abundance of flowers, particularly roses, (and
interestingly not carnations), and that this led to
low prices, and reduced last minute orders (which
23. Market News Service
Cut Flowers and Ornamental Plants
23
often fetch better revenue) to a minimum. Warm
and exceptionally bright days posed a risk of
flowers opening ahead of time and had growers
scrambling to ensure good ventilation in
greenhouses to prevent this from happening.
Consolidation of large groups has continued in the
industry and it is evident that as companies merge
together they become self-supporting. That is the
group itself is capable of filling all orders – often
including of bouquets – and there is no need to
source flowers from external suppliers. “Life is
getting even more difficult for small, independent
growers”, one such producer said, who in the past
would round up sales through larger companies
needing extra flowers at short notice.
Overall, however, a positive atmosphere is in the
air. Sales were satisfactory, the weather behaved
(no floods, no frozen flowers), and its time to look
ahead with optimism.
Sources: HortiBiz 09/02/2012 +Bloomberg 12/02/2012
US Ornamental Growers Expect Sales Increase
Setting a lofty goal to boost sales by more than 10
percent this year? You’d be in the minority judging
from results of a recent Greenhouse Grower
survey, in which 29 percent of growers indicate
they expect sales to be up 10 percent or more.
The largest percentage of growers surveyed (34
percent) expects sales increases to range
between 5 and 10 percent next year; about 16
percent expect sales to be up less than 5 percent
while 12 percent expect flat sales.
Only a handful of growers are forecasting sales
declines in 2012.
Greenhouse Grower also recently asked growers
about the factor that’s most critical to their 2012
success. In recent years this question has been a
point of contention for growers. Some argue the
weather is the most critical factor – and always is
– while others say the economy has had a huge
impact on the greenhouse floriculture industry
these last three years.
These days, growers are again divided between
the weather and the economy as the factor that’s
most critical to their success. About 42 percent of
growers say the weather is the key factor for their
success in 2012, while 38 percent say it’s critical
the economy continue to turn the corner. Labor
costs, energy costs, competition and
transportation costs were other answers growers
could choose from, but weather and the economy
– as always – won out.
Source: Greenhouse Grower 06/12/2011
Profiling ‘The Grower of the Future’
“To have a future you must select a market
segment that suit your business and your
personality” declares the consultant Arjan Bakker
of Bureau Bolwerk in his presentation to flower
and bulb growers in the Netherlands. “Accordingly,
you need to select your business partners”.
Based on this assumption, there are four
competitiveness stategies to consider:
Costs driven – being an efficient supplier of
cheap basic assortment.
Service provider – adding value to products
through extra logistic services.
Innovativeness – specialising in the introduction
of new products and product’s appearance.
Co-producer – real partnership with clients, to
develop concepts together.
The one who does not choose would find himself
as a ‘price fighter’.
Also retailers are choosing; utilising the
knowledge which end-users, in order to select the
suitable supplier (usually wholesaler).
“You better select your customers, rather waiting
for them to select your products. Ask yourself
critical questions during the selecting process;
don’t go for the first answer you would think of.
Try to understand who is your client, how does he
choose his assortment. The right answers would
direct your future. If you don’t choose – the market
will choose for you.”
Bakker suggests to study the specific value chain
related to your specific product, and to think
together with the traders about the customer
preferences, and to set your assortment and
services accordingly. You need to profile your
end-users, to know for whom you are producing.
Traders expect theirsuppliers to be more than just
a producer of good product for low price, but to
provide also support by providing solutions.
“When you know for whom you are producing, you
may adapt your assortment and services exactly
to the real needs, and by this to become more
efficient and competitive” is the conclusion.
Source: FloraHolland Magazine #1, 2012
24. Market News Service
Cut Flowers and Ornamental Plants
24
Viagra Prolongs Vase Life Of Flowers
Keeping cut flowers perky for longer is probably
the last thing a man taking Viagra would think of.
But the drug designed to help revive his love life
can have the same effect on a wilting bouquet.
Apparently just one milligram of Viagra can give
cut flowers another week of life. The handy tip
comes from TV gardener David Domoney.
According to Domoney, you only need a tiny
amount of Viagra to stiffen things up nicely. “Just
1mg – there are 50mg in a single tablet –
dissolved into water with your plants will make
them last a week longer.” He says nitric oxide, the
chemical in the drug that relieves impotence by
relaxing the muscles on blood vessels, causing
them to dilate, also slows down the dying process
in plants.
Mr Domoney adds: “Now scientists are working on
ways to market a gardeners’ version of Viagra for
plants. Soluble aspirin also works in the same way,
too. Put one tablet into some wilting flowers and
the effervescence will prolong their life.”
Scientists in Australia originally discovered
Viagra’s plant preserving qualities and the
research was published in the British Medical
Journal, which said: ”Viagra can double the shelf
life of cut flowers.”
Mr Domoney, now hosting Garden ER on Channel
5, also claims a range of other unlikely products –
though none quite as unlikely as Viagra – can
improve the health of plants. They include:
Vodka: A shot of the spirit in a vase stops the
water going green with algae.
Sugar: Use it to feed houseplants.
Tea: A great food for azaleas and other plants
and good for fertilising hanging baskets.
Banana skins: Put them fleshy side down on
flowerbeds to feed the roses.
Cola: The fizzy drink is a good fertiliser for pot
plants but be sure to use the regular variety
rather than the sugar-free
Beer: Works brilliantly as a slug trap – bury
half a cup in the soil near plants that have
been attacked by the pests.
Deep Heat muscle relaxant: Spray it on a tea
bag and place it around the garden to provide
a harmless cat repellent.
Soap: Grate it into the holes where you are
planting bulbs and it will stop squirrels coming
to eat the bulbs later on.
Source: MailOnline 26/01/2012
25. Market News Service
Cut Flowers and Ornamental Plants
25
Events Calendar
Flower Days Calendar
29. Market News Service
Cut Flowers and Ornamental Plants
29
Graph Potted Plants
Cumulative
Jan. – Dec.
Top 20 export countries– Potted Plants
Potted Plants Export Value in € Changein %
Country 2011 2010 2009 2011-10 2011-09
Germany 661,914,769 672,774,847 656,497,937 -1.6% 0.8%
France 247,941,131 243,727,733 229,994,943 1.7% 7.8%
United Kingdom 173,906,084 159,135,507 161,766,245 9.3% 7.5%
Italy 163,326,360 168,665,770 138,269,355 -3.2% 18%
Belgium 121,465,206 128,692,358 111,560,195 -5.6% 8.9%
Austria 76,237,747 70,893,544 62,247,736 7.5% 22%
Sweden 68,665,606 53,292,248 45,733,122 29% 50%
Switzerland 66,267,807 60,767,554 56,239,444 9.1% 18%
Poland 55,038,026 53,435,668 53,447,500 3.0% 3.0%
Russia 51,081,877 43,675,841 36,698,002 17% 39%
Spain 48,574,760 50,136,262 51,237,796 -3.1% -5%
Denmark 43,070,302 46,364,957 56,387,867 -7.1% -24%
Czech Republic 35,125,798 32,213,949 27,024,146 9.0% 30%
Norway 26,199,089 15,868,619 15,451,515 65% 70%
Hungary 23,134,329 24,069,970 21,364,091 -3.9% 8.3%
Finland 20,951,854 17,768,602 15,152,663 18% 38%
Romania 17,203,256 15,983,481 16,068,407 7.6% 7%
Portugal 15,772,377 20,611,858 20,971,255 -23% -25%
Slovakia 14,187,869 9,510,941 7,829,919 49% 81%
Ukraine 13,784,449 14,332,595 13,187,503 -3.8% 4.5%
Other Countries 94,800,834 91,488,189 91,267,835 3.6% 3.9%
Total Pot Plants 2,038,649,530 1,993,410,493 1,888,397,476 2.3% 8.0%
Source: HBAG Bloemen en Planten
30. Market News Service
Cut Flowers and Ornamental Plants
30
Notes
All products
The total 2011 exports of all floricultural products increased by +1.9% (= 98 million €) when
compared to the previous year, while in 2010 it was a decrease of -5.4%, compared to 2009.
Exports were most positive with the best results to: United Kingdom, Russia, Sweden, Czech
Republic, Norway, Finland, and Slovakia. Most negative results to: Italy, Belgium, Spain, Ireland
and Hungary. Remarkable was the poor result to Germany, the export country number one, with a
loss of 27 million €. However, this loss was compensated by country number two, United Kingdom,
with +5.8%, and France as number three with +1.7% increase, = 41 and 11 million € respectively.
Russia became a very important player in the export market, with a huge increase of +60%, which
became to 43 million €. Russia did climb in the rank order list to the 6th place and it is expected that
this growth will further continue during the coming year.
In general, exporters do reckon with a consolidation of the exports in 2012. They did see chances in
cooperation/clustering with other exporters, in the development of market-oriented concepts in the
retail sector and in the sector of professional florists with a wide and high value assortment. Also
cooperation and direct deals with growers/producers are expected to increase in 2012.
Cut flowers
The total 2011 cut flower exports increased by +5.3% (=159 million €) when compared to 2010. Last
year the export value increased by +5.3% compared to 2009.
Strongest increasing exports, out of the top 20 countries: UK (+4.7%), Russia (+32%), Sweden
(+5.5% ), Czech Republic (+6.2%), Norway (+13%), Finland (+6.3%), Slovakia (+46%), Ukraine
(+12%) and Lithuania (30%).
Most regressive export results to: Italy (-2.2%), Spain (-5.6%), Ireland (-12%), Romania (-6.9%),
Greece (-11%), and Portugal (-28%).
Plants
The total export value of house- and garden plants increased during the year 2011 by +2.3% (= 45
million €), while in 2010 the exports increase was +5.6% compared to 2009.
Positive export results were obtained to: United Kingdom (+9.3%), Austria (+7.5%), Sweden
(+29%), Switzerland (9.1%), Russia (+17%), Czech Republic (+9%), Norway (+65%), Finland
(+18%), Romania (+7.6%), and Slovakia (+49%).
Negative export results were obtained to: Italy (-3.2%), Belgium (-5.6%, Spain (-3.1%), Denmark (-
7.1%), Portugal (-23%) and Ukraine (-3.8%).
31. Market News Service
Cut Flowers and Ornamental Plants
31
Sources of Cut Flowers Supply to EU
All Cut Flowers Supply to EU Cut foliage not included
Value in Euro x 1000 Source: AIPH
A) From Non-EU Countries
Exporting country € 2006 Rank € 2009 Rank Change € 2010 Rank Change
Kenya 312,841 1 328,858 1 5.1% 328,133 1 -0.2%
Ecuador 100,138 3 120,649 2 20% 131,392 2 8.9%
Colombia 114,109 2 109,012 3 -4.5% 114,473 3 5.0%
Ethiopia 21,782 6 90,313 4 315% 110,411 4 22%
Israel 78,541 4 63,535 5 -19% 65,047 5 2.4%
Uganda 20,481 7 25,117 6 23% 22,715 6 -10%
Thailand 20,058 8 20,148 7 0.4% 19,676 7 -2%
Zambia 12,336 11 16,772 8 36% 17,617 8 5.0%
South Africa 13,987 10 14,096 10 0.8% 15,796 9 12%
Zimbabwe 23,383 5 14,971 9 -36% 15,688 10 4.8%
Turkey 14,606 9 12,722 11 -13% 15,211 11 20%
Tanzania 5,929 12 10,417 12 76% 8,847 12 -15%
Morocco 3,018 15 3,145 13 4.2% 3,146 13 0.0%
Ivory Coast 2,713 17 2,623 14 -3.3% 2,961 14 13%
Egypt 1,745 19 2,303 16 32% 2,783 15 21%
India 2,779 16 1,789 18 -36% 2,471 16 38%
Costa Rica 3,488 13 2,344 15 -33% 2,117 17 -10%
Peru 3,335 14 2,235 17 -33% 2,063 18 -7.7%
Malaysia 1,036 25 1,449 19 40% 1,362 19 -6.0%
Cameroon 1,338 23 935 21 -30% 865 20 -7.5%
Chile 1,476 22 1,066 20 -28% 846 21 -21%
Ghana 0 671 26 +++ 799 22 19%
Australia 936 26 851 22 -9.1% 662 23 -22%
New Zealand 1,706 20 712 24 -58% 651 24 -8.6%
Mauritius 1,106 24 678 25 -39% 574 25 -15%
Brazil 2,241 18 836 23 -63% 427 26 -49%
China 759 27 351 29 -54% 371 27 5.7%
Guatemala 239 29 304 30 27% 355 28 17%
Gaza + Jericho 1,689 21 0 332 29 +++
Tunesia 0 0 249 30 +++
Sri Lanka 0 172 33 +++ 216 31 26%
Serbia 0 0 177 32 +++
Japan 0 216 32 +++ 161 33 -25%
USA 371 28 243 31 -35% 149 34 -39%
Other countries 4,081 2,294 -44% 1,341 -42%
Total to the EU 772,246 851,827 10% 890,083 4.5%
To Norway
& Switzerland 33,618 46,901 40% 53,378 14%
32. Market News Service
Cut Flowers and Ornamental Plants
32
B) From EU Countries
Exporting country € 2006 Rank € 2009 Rank Change € 2010 Rank Change
Netherlands* 2,272,065 1 2,023,877 1 -11% 2,240,494 1 11%
Belgium/Luxemburg 25,438 4 50,469 2 98% 50,901 2 0.9%
Italy 40,893 3 39,313 3 -3.9% 43,691 3 11%
Germany 24,342 5 30,639 4 26% 30,094 4 -1.8%
Spain 47,239 2 18,825 5 -60% 19,167 5 1.8%
United Kingdom 17,109 6 12,796 6 -25% 11,999 6 -6.2%
EU-Others 6,865 9 7,456 7 8.6% 8,483 7 14%
France 8,488 7 6,525 9 -23% 7,907 8 21%
Poland 6,971 8 6,985 8 0.2% 6,187 9 -11%
Austria 1,848 11 3,283 10 78% 3,274 10 -0.3%
Denmark 3,712 10 1,429 12 -62% 2,052 11 44%
Czech Republic 1,613 12 1,471 11 -8.8% 1,937 12 32%
Hungary 33 15 951 14 +++ 1,626 13 71%
Sweden 759 13 1 13 -100% 992 14 +++
Finland 59 14 185 15 214% 463 15 150%
Other countries 0 0 0
Total to the EU 2,457,435 2,205,261 -10% 2,429,265 10%
To Norway
& Switzerland 128 122,311 +++ 129,846 6.2%
* Netherlands' export includes significant share of re-exported flowers, originated from other countries
Notes:
The total cut flower imports 2010 into the EU are available only in value and not in volume anymore.
The total imports 2010 into the EU increased by +8.6%, compared to 2009, while in 2009 it
decreased with -5.6 % when compared 2008.
Imports of from Non-European countries
2010 Imports from non-European countries increased by +4.4%, compared to 2009. It has to be
explained that in absolute amounts the import share in the EU from non–EU countries is about one
third of the total trade. There were not many changes in the ranking order of the top fifteen
importers, compared to many past years.
The increase in absolute value from a country like Ethiopia (the fastest growing country of the past
5 years) was some 20 million Euro which is +22% (last year +35 %, and the year before +66%). It
is still a significant growth, but compared to some 4–5 years ago the growth-rate is digressive.
Other countries that booked positive results and increased exports were: Ecuador, Zambia, South
Africa, Turkey, Egypt and Ghana. Stable was the import from: Kenya, Colombia, Israel, Thailand,
Morocco and Malaysia. Further strongly decreased imports into the EU from: Zimbabwe, Tanzania,
Costa Rica, Peru, Cameroon, Chile, Australia, Brazil, New Zealand and Mauritius.
Imports from EU-countries
2010 imports from the 27 EU-members increased by +10% compared to the year 2009. Hardly any
change in the ranking order from the major countries. A strong increase was realised from the
Netherlands; by far the biggest exporting country (in absolute terms), with an increase of 220 million
Euro (= +10.7%). Another significant increase is noticed in Belgium/Luxemburg, all due to more
landed imports for transit to other countries, especially to the Netherlands. Also significant is the
strong decreased amounts of Spain during the past years. The absolute value is more than half
compared to 5 years ago. The situation in most other countries can be called stagnant.
33. HANDBOOK
Ver. 5.3
The International Trade Centre (ITC) is the joint agency of the World Trade Organization and the United Nations.
Street address
International Trade Centre
54-56 Rue de Montbrillant
1202 Geneva, Switzerland
P: +41 22 730 0111
F: +41 22 733 4439
E: itcreg@intracen.org
www.intracen.org
Postal address
International Trade Centre
Palais des Nations
1211 Geneva 10, Switzerland
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