Horticulture Magazine

The business magazine for oriculture worldwide
Concordia res parvae crescunt

April 2009
Rabobank
Report
Excel
or be
different 08
Sustainability
in France
Botanic develops
corporate
strategy 40
Bulb
Production
Closer control
over Easter
lily 18
Make a Move
Tread the Path
to Retail
Joi n our popul ar CC Pool Syst em f or
cost -ef ci ent i nt ernat i onal l ogi st i cs!
Cont ainer Cent ralen a/ s
Egegrdsvej 20
Post box 479
DK5260 Odense S
The CC Pool Syst em allows free exchange of RTIs* bet ween all users,
saving you t he hassle and cost s of having t o ret urn or dispose of your
empt y t ransport it ems.
Why should you join t he CC Pool Syst em:
N We always ensure t hat you have full availabilit y also during
peak seasons
N We undert ake t he maint enance of your RTIs so your business
keeps running smoot hly
N We offer a wide range of t ransport it ems for all purposes
N CC Cont ainers have become t he acknowledged st andard wit hin
t he European hort icult ural indust ry
N All CC Cont ainers will be RFID t agged in 2010 making t hem
ready for fut ure demands
N You can subscribe t o CC LogLink and follow your RTI t ransac-
t ions online as t hey change hands and move all over t he world
N We offer an ext ended CC depot net work t hroughout Europe
providing availabilit y of RTIs, t ransfers and a range of ot her
services
CC Cont ainer t he acknowledged ower and pot plant t rolley
The CC Cont ainer is designed especially t o carry pot plant s and
owers and is excellent for in-st ore displaying. It s adjust able shelves
provide you wit h maximum carrying capacit y and t he CC Cont ainer
can be rolled all t he way from t he grower and direct ly int o t he st ores
point of sale.
RTIs* = Returnable Transpor t Items
Tel. +45 6591 0002
Fax +45 6591 3784
ccinfo@cont ainer-cent ralen.com
www.cont ainer-cent ralen.com
Container Centralen a/ s is the leading supplier of logistics systems within the European hor ticultural industr y. We operate in more than 40 countries,
including South and Central America, Asia and Israel. With the CC Pool System, intercontinental transpor tation of your plants is just as easy as trans-
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PPPPPaaarrrtttnnneeerrrsss ooofffff FFFFFlllllooorrraaaCCCCCuuullllltttuuurrreee IIIIInnnttteeerrrnnnaaatttiiiiiooonnnaaalllll
One stop
shopping!
for the horticultural
industry worldwide
Klappolder 150, 2665 LP Bleiswijk, Holland
Tel.: +31 (0)10 52 41 620
E-mail: export@horticoop.nl
WWW.HORTICOOP.NL
Your total horticultural supplier!
Grtnereinkauf Mnchingen GmbH
Korntal Mnchingen/ Deutschland
Tel.: +49 7150 9123-0
Fax: +49 7150 9123-23
E-mail: info@gem-bedarf.de
Horticoop Belgi bvba
Beveren (Waas)/ Belgi
Tel.: +32 499 706 343
E-mail: info@horticoop.be
Horticoop Scandinavia A/S
Tilst/ Danmark
Tel.: +45 87 369900
Fax: +45 87 369909
E-mail: info@horticoop.dk
Sistemas Agricolas Hortisur s.l.
Roquetas de Mar/ Almeria Espaa
Tel.: +34 950 338622
Fax: +34 950 338621
E-mail: horticoop@cajamar.es
Horticoop Andina S.A.
Quito/ Ecuador
Tel.: +593 22483141/ 22483142
E-mail: sales@horticoop.ec
Horticoop Ethiopia PLC
Debre Zeyt/ Ethiopia
Tel.: 00251-910-195284
E-mail: info@horticoop.et
AIPH -
AFIF -
Arava Flowers Export -
Company
Asbindo -
BGI -
China Intex Shanghai -
Danish Ornamentals -
EHPEA -
Expoores -
Fleuroselect -
Flowers and Cents -
HBAG -
Kenya Flower Council -
NZ Export Growers Orchid -
Association Inc.
Orchid -
Growers of Hawaii
Plantum -
SAFEC -
SAF -
Table of Contents
Packaging
At the point of sale, packaging provides an
opportunity to create clearer market distinction
for products and stimulate impulse sales; a move
gaining momentum among growers.
by Anabel Evans
Salon du Vgtal
Te 24th Salon du Vgtal closed its doors on
Friday 18 February 2009. Despite the economic
downturn 16,121 visitors descended on Angers
to see the absolute latest in cut fowers, potted
plants, trees, shrubs, bulbs, bedding plants and
foral products. Te 639 exhibitors from 13
countries were able to look back on a succes-
sful show where good business was done and
both the number of visitors and exhibitors was
slightly up
by Ron van der Ploeg
Closer control over Easter lily
A study to better understand the optimum
conditions for Easter lily bulb production makes
a preference for scale bulblets and reports on
temperature and nutritional efects.
by Paul Nelson, Carl Niedzala, Seung-
Hyun Kim and August De Hertogh
Mealybug in roses
Mealybugs suck the sap from plants and cause
signifcant reductions in yields as well as being
the cause of the black sooty mould which grows
on the sugary substances that drips from their
bodies.
by Louise Labuschagne
Sea freight on the rise
With increases in fuel prices and a slowing eco-
nomy worldwide, the fower industry is showing
increasing interest in sea freight distribution
which in some instances can reduce freight costs
by up to 50%.
by Anabel Evans and Ron van der Ploeg
France turns green
Awareness of green products has been slower
to emerge as a major society expectation and
market demand in France. Nevertheless, fol-
lowing the initiative of a handful of growers, the
French garden centre Botanic and some positive
government policy, it is now becoming a hot
issue that is generating a number of initiatives in
the ornamental industry.
by Marie-Franoise Petitjean
A network to know
Te South African Flower Growers Association
(SAFGA), together with the South Africa Export
Council (SAFEC) create a professional commu-
nity for growers to exchange knowledge and judge
the potential of new market opportunities.
by Cilla Lowen
Calla contact point
In New Zealand the Calla Council (NZCC)
coordinates research and promotion for the sec-
tors growers and exporters, using its website and
meetings to encourage the efective implemen-
tation of valuable information resulting from
individual projects.
by Dr Keith Funell
Rabobank Report

In the dynamic environment of the European
oriculture industry there are plenty of oppor-
tunities to grasp, according to the Rabobank. A
recent synopsis by the banks Food and Agribusi-
ness research unit pointing in particular to the
successes of the grab-and-go formula in the UK,
exclusive oristry concepts and online sales.
The simultaneous emergence of new markets
and new sources requiring roughly two major
moves for the wholesale and trade business: to
excel or to be different.
DDDDDDDDeeeeeeppppppaaaaaarrrrrrttttttmmmmmmeeeeeennnnnnttttttssssss
12
08
8
International Events 23
World News 24
Prices 33
In my opinion 7
Awareness 15
Globe 19
Dust 21
Miami 29
Lifestyle Marketing 35
Touch 45
Stuff 47
CCCCCCCCooooolllllllluuuuummmmmnnnnnsssss
April 2009 Volume 19 Number 4
by Anabel Evans
16
18
20
36
April 2009 | www.FloraCultureInternational.com 05
46
40
44
YOUNG PLANTS
Breeding and Production of house
and bedding plants, such as:
A wide selection of cutting raised
bedding and patio plants.
Euphorbia milii Cupressus Wilma
Ficus varieties Fuchsia varieties
Impatiens N.G. Pelargoniums Petunia
Handelskwekerij M. van Veen BV
Aalsmeerderweg 725, Rijsenhout, Holland
P.O.Box 73, 1430 AB AALSMEER, Holland
Tel.: 0031 297 326516, Fax: 0031 297 328001
info@mvanveenbv.com, www.mvanveenbv.com
In the midst
of a battle feld
Orders cancelled. Prices under pressure. Banks asking 5% extra
for seasonal credit, or based on general conditions not wanting to
ofer fnance at all. Supermarket chains sending out letters to their
suppliers saying that instead of paying in 4 weeks they will be paying
after 8 weeks. Te auctions seeing their turnover fall by 19%. We are
in the midst of a monetary battle feld.
Companies are ofering their products not just at cost price but at any
price as long as they can get the wheels of commerce rolling. Whilst
companies who cannot get their money from the banks pay their
suppliers much later, leading the suppliers into the same dif cult
fnancial position. Te Dollar, Pound Sterling, Forint, Zloty and
Rouble are all down. So, not only are the exports to these countries
under pressure, but these products are then sold on other markets
damaging the competition in these countries with their dump prices.
What is lost in January and February cannot be made good in the
rest of the year. In Holland, the rose growers in particular have had
a dif cult winter season; Valentine sales were disappointing. How to
survive is the question?

Te winter was long and cold in Europe. From Lyon and Milan in the
south, through Nuremberg, across to Russia and up over Scandinavia
the land was under snow. For the frst time in 25 years there was even
heavy snow in southern England. Te whole of nature in Europe is at
least a month behind. Te dafodils from England were much later
than normal and the supply from France and Italy was slower and
the numbers lower than in previous years. If winter is as cold as this
last one has been then the forists and street vendors struggle to sell;
we lose the impulse sales. Tis winter people did not buy fowers or
bedding plants. However, if consumption of fowers and plants is
linear to the consumers income we can at least console ourselves with
the knowledge that the average income level is still high enough to
have decent structural sales of fowers and plants.
More optimistically, on March 8 we had Womens Day and prices
were not completely wide of the mark. And, even with the weak
pound, the sales for Mothers Day in the UK were also not too bad,
the price pressure falling more on cut fowers than on potted plants.
Now that spring is in the air people are looking to their gardens and
going out to buy their bedding plants; this will also stimulate the sales
of fower and plants. Plus, we still have some good celebration days
ahead of us. So, no, 2009 may not have been a very good year so far,
but we still have a good part of it in front of us.
Our editor in chief, Anabel Evans, is
currently on holiday so this months preface
has been written by our website editor,
Ron van der Ploeg.
Editorial & Administration Ofces
FloraCulture International B.V.
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Editors: Anabel Evans (anabel@foracultureinternational.com)
Ron van der Ploeg (ron@foracultureinternational.com)
Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci,
Hans De Vries, David Gray, Kerry Herndon, Helen Moody,
Marie-Franoise Petitjean, Marta Pizano, Leaora Policar, Jennifer White
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Cover: Penta Flowers
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East Africa: David Gray (gray@africaonline.co.ke)
Colofon
FloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution.

2009 FloraCulture International magazine. All rights reserved. No portion of editorial may
be reproduced in any form without written permission of the publisher. Publisher is not liable
for advertisements using illegally obtained images. Send address changes to FloraCulture
International magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands. Photo credits cover:
Growing Concepts, House of Flowers and Plants by Trend House P/P/P.
Ron van
der Ploeg

Dennis
Seriese
Claudia
Stokreef
Lotte
Bjarke
Marta Piza-
node Marquez
William
Armellini
Paul
Black
Lucas
Nicholas
Eyal
Policar
Arturo
Croci
Eiji
Yoshikawa
FloraCulture International (ISSN1051-9076) is published monthly.
Worldwide distribution. 2009 FloraCulture International magazine.
All rights reserved. No portion of editorial may be reproduced in any
form without written permission of the publisher. Publisher is not
liable for advertisements using illegally obtained images. Send address changes to
FloraCulture International magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.
In my opinion
April 2009 | www.FloraCultureInternational.com 07 0
In the dynamic
environment of
the European
oriculture industry
there are plenty of
opportunities to
grasp, according
to the Rabobank.
A recent synopsis
by the banks Food
and Agribusiness
research unit pointing
in particular to the
successes of the
grab-and-go formula
in the UK, exclusive
oristry concepts
and online sales.
The simultaneous
emergence of new
markets and new
sources requiring
roughly two major
moves for the
wholesale and trade
business: to excel or
to be different.
Production and Trade
by Cindy van Rijswick
08 www.FloraCultureInternational.com | April 2009
will have to be more careful in the
way they segment their products,
brands and customer propositions
(Figure 3).
Improving availability, quality and
marketing standards will incre-
ase expansion opportunities,
however, in a market largely seen
as predominantly mature. For
example, only a small share of
cut fowers in western Europe are
bought for personal use; the vast
majority of purchases are related to
special occasions such as birthdays,
funerals, weddings, Mothers
Day and Valentines Day. Further
development in the grab-and-go
market could help drive sales for
personal use.
UK impulse model
Troughout Europe, the market
share of organised retail in fori-
culture has been increasing over
recent years, although the growth
rate has been rather slow. Te UK
has been the exception, leading the
developments in multi-channel
D
espite the current chaotic
market situation and the
dif culties in forecasting
demand in the near future, sluggish
growth is still expected in western
Europes foriculture markets in
the medium and long term. Te
Rabobank expects an average growth
of 2 to 4% per year until 2018, based
on the observation of economics,
demographics and other growth
drivers. In this region, there are wide
diferences between countries in cut
fower and potted plant consumption
(Figure 1). Furthermore, continental
foriculture consumers have most
recently adopted a more unpredicta-
ble and demanding approach, forcing
a clearer market distinction between
mass and exclusive products. In the
past, most of the market value was
generated by ofering the consumer a
fairly good product for a reasonable
price. Nowadays, either low price or
luxury is where value is being gene-
rated, particularly in western Europe
(Figure 2). Accordingly, players in
the European foriculture industry
Make
a Move
CUT FLOWERS
Total 16 billion
UK 19%
Germany 18%
France 12%
Italy 9%
Netherlands 9%
Spain 5%
Switzerland 4%
Russia 3%
Belgium 3%
Poland 2%
Sweden 2%
Others 17%
POTTED PLANTS
Total 12 billion
Germany 35%
France 10%
UK 7%
Italy 5%
Netherlands 5%
Spain 4%
Sweden 4%
Switzerland 3%
Belgium 2%
Norway 2%
Denmark 2%
Russia 2%
Others 19%
Germany 18
Germany 35
France 12
France 10
Italy 9 Italy 5
Netherlands 9
Netherlands 5
Spain 5
Spain 4
Switzerland 4
Switzerland 3
Russia 3
Russia 2
Belgium 3
Belgium 2
Norway 2
Denmark 2
Poland 2
Sweden 2
Sweden 4
Others 17
CUT FLOWERS POTTED PLANTS
Others 19
UK 19
UK 7
Source: Rabobank based on Flower Council of Holland, 2008
Note: Europe, the US and Japan are the main consumer markets, accounting for roughly three-quarters of global oriculture
consumption, estimated at 80 billion; the European global market share is estimated at between 40 and 50%.
marketing of cut fowers and the
developments with respect to
supermarket sales of cut fowers.
Two decades ago, UK supermar-
kets only had a 2% market share
in cut fower sales; one decade ago
this had climbed to 35% and to a
staggering 68% in 2008. Triggered
FFFFFiiiiiggguuurrreee 11111.
by the success in the grab-and-go
impulse purchases (accounting for
almost half of the total cut fower
market), the next step for UK
supermarkets is to introduce more
segmentation in their foriculture
category: value for money next to
premium products (for the gift
market). Tesco has started this and
it seems to be rather successful. In
addition, retailers have started to
provide more information on the
products they carry, for example,
country of origin, CO
2
emission of
the products produced, and charac-
teristics of the primary producer.
An interesting question is whether
the UK model will be succes-
sfully copied in other European
countries. Probably not in the short
term, as there are still many steps to
be taken. And if forist shops and
online shops succeed in strengthe-
ning their position, supermarkets in
other European countries will pro-
bably remain below 50% market
share. An estimated 10 to 20% of
cut fowers are sold in supermarkets
throughout Europe.
>>>
FFFFFFiiiiiiggggguuuurrrreeee 222222
High Exclusively, value added Low
L
o
w
H
i
g
h
P
r
i
c
e
High Exclusively, value added Low
More distinct oriculture market segmentation.
Source: Rabobank, 2008
Selling creativity
As supermarkets are focused on
maximizing volumes and ef ciency
of logistical systems, there is little
room for tailor-made products or
delicate fowers and plants that can-
not be handled in standard systems.
Tis implies that there is still a need
for specialised forists in Europe,
particularly for weddings, funerals,
corporate clients, and for ofering
exclusivity and creativity. Florists
following this strategy will avoid
competition by price. What they sell
is creativity and exclusivity.
Another strategy for European
FFFFFFFiiiiiigggguuuurrrrreeee 333333..
CONSUMER BEHAVIOUR IMPACT ON FLOWER DEMAND
Capricious: The same consumer
easily switches from low priced
bulk to high-priced exclusive
products, buying both at Prada
and the one-euro-shop.
Proper availability of both
value products and exclusive
products at different marketing
channels can expand total
ower and plant market.
Diversity: Consumers want to
express their personalities and
individualism. New technologies
have facilitated this. Examples are
creating personal greeting cards,
manufacturing your own wallpa-
per, designing your own t-shirt.
Growing market for exclusive,
tailor-made products, and new
products. Opportunities for per-
sonalized packaging, creation
of buying special experiences,
organic products, etc.
Demanding: Consumers are
becoming more demanding. They
are very well informed, mainly by
the internet. They want their unique
needs to be met quickly and ef-
ciently. At the same time consumers
want producers to take social and
environmental issues in account.
Higher demands on service,
guarantees, corporate respon-
sibility, etc. related to owers
sold. Growing demand for con-
venience products (easy to take
and treat owers and plants).
Production and Trade
forists is to team up with other
forists to take advantage of joint
purchasing and joint marketing.
Examples of European forist
chains are Mester Grnn with
more than 70 locations in shop-
ping malls throughout Norway,
and Blume 2000 with 210 shops
generating sales of roughly 120
million in Germany. An example
of a forist chain that aims to
compete with retail multiples by
combining low prices with conve-
nience and a clear and appealing
format is Monceau Fleurs with
close to 400 stores and annual
sales of 150 million. It is expec-
ted that in the coming years more
forist retail formats and brands
will be developed in Europe.
Online sales
A development that will surely
change the European foricul-
ture industry is the emergence of
online sales. Traditionally, forist
shops have been delivering cut
fowers to the consumers door, but
in the last decade new competitors
dedicated to fower and plant
delivery have emerged, some of
them having no background in the
foriculture industry at all. Some
of the new online fower shops
originate from IT-based compa-
nies, some from online gift shops.
Currently we see a great diversity
of operators in fower delivery.
Tere are various forists that sell
online, such as individual forist,
forists under umbrella organisa-
tions (feurop/interfora, eurofo-
rist), and forist chains (like Blume
2000 and Monceau Fleurs). In ad-
dition, there are supermarkets (for
example Lidl Blumenservice in
Germany), nationally or regionally
operating online shops, world-
wide online shops (for example
1800-fowers and Flora2000), and
logistical services (TNT post) who
are active in online foriculture
sales.
A number of them ofer a broad
range of gifts (fowers, chocolates,
wine etc.). Characteristic for the
online fower delivery business
is that it is occasion driven.
People are searching for a gift, not
necessarily for fowers or plants.
More than other cut fower and
potted plant retailers, online shops
compete with businesses outside
the sector, such as wine-order
companies and widely assorted
online shops like amazon.com. It
is expected that the online business
will expand rapidly (double-digit
numbers) in the coming years,
partly at the expense of fower
and plant delivery through local
forists. Online sales will likely
come partly from new consumers,
as current online shops are fnding
that a large share of consumers
who order fowers via the internet
have never ordered fowers before.
New markets
new sources
Further east, growth in markets
like Russia and Poland has been
robust over the last decade.
Although absolute fower and
plant consumption there remains
small, a high-earning consumer
base and an expanding market will
likely steer future growth (Figure
4). Over the next few years, the
foriculture market in these regions
and other central and eastern
European countries is expected
to grow by an average of 5 to
10% annually. In many eastern
European countries, street stalls,
markets and kiosks are the main
sales channel for cut fowers.
Despite the anticipated growth,
challenges remain. For instance,
the wholesale and trade business
is very vulnerable to shocks in
exchange rates and energy costs
because of the increasingly global-
focused business environment.
Te Netherlands, Colombia,
Ecuador and Kenya are the main
foriculture export nations, and
the Netherlands is the main cut
fower and potted plant trading
hub within the European and
African trading area. However, the
fow is changing direction as new
sourcing areas have emerged, such
as China, India, Ethiopia, Tai-
land and Turkey. More and more,
companies from emerging fori-
culture nations, in particular India
and China, are also stretching
their tentacles into African and
European foriculture. In general,
cross-border, even cross-continent
investments are becoming more
FFFFFiiiiiggguuurrreee 444444.
China
Russia
Poland
Hungary
Slovakia
Portugal
Czech Rep.
Slovenia
Spain
Germany
France
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
0
10
20
30
40
50
60
70
80
90
purchasing power per capita (EUR)
EUR/capita
Italy
Greece
Finland
Belgium
UK
Japan
Netherlands
Switzerland
Norway
Denmark
Sweden
US
Ireland
Source: Rabobank, based on the Flower Council Holland and World Bank, 2008
Note: Floriculture consumption in general is strongly related to income levels, especially for cut owers.
Purchasing power and expenditure on cut owers, 2007.
CCCCCoooooopppeeerrraaattttiiiiivvveee rrreeettttaaaiiiiinnnsss ttttrrruuussstttt
The Rabobank Group ranks
among the worlds fteen
largest nancial institutions.
Its dedication to the Food and
Agribusiness Chain began at the
end of the nineteenth century as
a collection of small rural banks
in the Netherlands. Rabobanks
understanding of the industry
from the micro of local regional
farming conditions to the macro
of international commodity trade
markets has since grown into
an extensive nancial group
delivering nancial solutions
to more than 9 million clients
worldwide through a network of
branches in 41 countries. The ne-
arly 85% market share in primary
horticulture and agriculture in the
Netherlands is complemented by
services to corporate and retail
businesses both in the Nether-
lands and abroad.
The 2008 annual results, presen-
ted by the Rabobank Executive
Board in March, show the
Rabobank is retaining a stable
position with net prot up 2% to
2.8 billion. The negative effects
of the credit crisis on net prot
were 0.7 billion in second
half of 2008 and 0.5 billion in
the rst half year. The Executive
Board Chairman, Bert Heemskerk,
commented:2008 may rightly be
called a historic year. The sub
prime crisis in the United States
escalated to become a deep
and worldwide nancial crisis.
Regrettably, it has meanwhile
developed into an economic cri-
sis. The banking sector suffered
unprecedented and far-reaching
consequences. Across the globe -
and in our country, too - bankrupt-
cies, government interventions
and nationalisations were order
of the day. It is difcult times
like these that the benets of a
cooperative bank clearly come
to the fore. Our societal oriented
business culture, which is based
on the Rhineland model, our de-
mocratic consultative structure,
our prudent risk management, our
sustainable remuneration policy
all these factors, combined with
our strong nancial performance
and solvency, have contributed
to Rabobank Groups continuing
stable performance. In addition,
we continued to serve our clients
without the help of others. In
the annual results the Rabobank
lending to the Dutch small and
medium enterprises (SME) sector
was up 21% to 55.7 billion.
common in foriculture. Even-
tually, for European companies
who strive for continuous growth,
involvement in non-European
distribution centres and channels
would be a logical step.
Furthermore, distribution proces-
ses will change drastically. A
growing share of supply will not
be present in wholesale markets
and auction buildings but will be
transported directly from the pro-
ducer to the wholesaler or retailer.
Te total supply chain will operate
much more ef ciently and become
more transparent in the future.
Physical product fows and virtual
information fows will be more
and more separated.
For the European foriculture
wholesale and trade business these
developments are both a threat and
a challenge. Wholesale and trade
companies need to add value other-
wise they will become redundant.
Tey could succeed in becoming the
essential link between production
and retail either by ofering services
related to logistics and marketing
or by providing unique products,
making them the pivotal link in the
value chain (Figure 5).
Currently, European foricul-
ture wholesale and trade is still very
Source: Rabobank, 2008
Note: In the higher-end market segment, companies that have either a deep understanding of markets or products or a large
extent of exibility or innovativeness will be successful. In the lower-end market, suppliers to retail multiples, discounters,
and D-I-Y (Do it Yourself) stores can only survive by use of outstanding logistics, constant quality and low costs.
FFFFFFiiiiiiggggguuuurrrreeee 5555555.. MMMMMMaaaarrrrkkkkkkkeeeetttttiiiiiinnnnggggg sssseeeegggggmmmmeeeennnntttttssss..
Online shop
Gardener
Plant decorator
Interior design shop
Garden centre
(Online) gift shop
Petrol station
D-I-Y market
Discount supermarket
Service supermarket
Street market, kiosk
F
l
o
r
i
s
t
To be different
T
o

e
x
c
e
l
High price
Mass,
ordinary
Low price
Exclusivity,
value
added,
service
fragmented and the number of large
companies is limited. As a result of
the harsh business environment -
increasing transportation costs, the
strong Euro, retail pressure and the
ageing of company owners - consoli-
dation has taken of and is expected
to continue in the coming years.
|||
Tis information is taken from a
European Floriculture Wholesale
and Trade report written by Cindy
van Rijswick from the Rabobank
Food & Agribusiness Research and
Advisory (FAR) unit (cindy.van.
rijswick@rabobank.com).
At the point of sale,
packaging provides
an opportunity
to create clearer
market distinction
for products and
stimulate impulse
sales; a move gaining
momentum among
growers.
Packaging
by Anabel Evans
attractive. Additionally, the pot form
guarantees a good, humidifed plant
microclimate with a shop foor life
of two weeks. Vitro Plus persuaded
their local Albert Heijn supermarket
to test some Musthaves. A French
student, Justin van der Putten from
CAH Dronten, managed the tests as
part of his traineeship at Vitro Plus.
He says, In an initial trial sales were
sluggish due to the presentation of
one colour, one type and one size
of fern. Only a third of the required
turnover was realized. In a second
test in December, four diferent ty-
pes of popular ferns were presented
in two supermarkets. In terms of
sales, the impact of the display was
sustainable within 20 days. Te life
cycle of the display lasts up to six
weeks by renewing the assortment
on the shelves. Van der Puttens ex-
perience stresses the importance of a
complete shelf presentation where a
combination of products draw more
consumer attention. Kraaijenbrink
adds that the Musthaves name is
purposely not related to the fern,
and therefore if required, other green
T
he packaging and labelling
industry is a discerning
partner for the ornamentals
sector, developing technology to give
products physical protection (from
external impacts and each other),
communicate how the products can
be used, add convenience in hand-
ling and make a sales presentation
more appealing. Already for some
years packaging choices have been
used by businesses to create a stron-
ger market identity, by replacing
simple sleeves and labels with more
stylish designs, most often denoting
a trademark. Te next step is to
communicate more directly with
consumers and provide convenience
for retailers; marketing moves that
are also widely evident. Last year
at the Horti Fair, for example, the
Innovation Award winner was Flo-
raHollands Be Aware Get Better,
which introduced six retail concepts
based on the theme of sustainability;
a subject said to make or break
your reputation in a new consumer
study out in the USA (see Sustaina-
bility and packaging choices).
A recent project by the Dutch fern
company Vitro Plus has concentra-
ted on the aspect of convenience.
Ellen Kraaijenbrink from Vitro Plus
explained their dilemma saying, Ac-
cording to a report from the Dutch
Product Board of Horticulture
(Productschap Tuinbouw) ferns have
a rather dull image. We are also con-
scious of the modest demand from
retailers who are not specialists in
the plant trade. We therefore set to
work on developing a sales concept
to catch the eye of consumers which
at the same time required minimum
maintenance by the retailers. Te
result is the Musthaves display with
individual ferns presented in a pro-
tective cardboard pot with a plastic
coating; being light, waterproof and
easily printable the pot has ideal cha-
racteristics - convenient, clean and
Treading the
path to retail
Vitro Plus has developed a Musthaves dis-
play that comprises a wooden disposable
tray, a cardboard display, a loose top card
and a covering box. The covering box ena-
bles easy transport of the entire display,
including the plants in their decorative
packaging. As for the shop manager, its
only a case of removing the covering box,
placing the top card and thats it!
or even fowering plants could be
presented in the display.
At the FLORALL in March, the
Speciale partnership, consisting of
nine Belgian growers located in the
Ghent region, were also exhibiting
some new retail concepts, expan-
ding on the new watering system
introduced by azalea grower Kris
Flore at Plantarium 2008 (a plastic
pot equipped with a taper at the
bottom fts in a trendy cover pot
with a guaranteed reservoir of water
to increase the shelf life). In their
garden range is the Patio Rhodo-
dendron packaged under a Colours
of the Himalayas theme with a
grab-and-go handle; a concept proof
brought to the attention of retail has
clarifed important details about the
horizontal positioning of both the
barcode and consumer information.
In the gift market, a selection of
print designs on brightly coloured
holders (suitable for various azalea
pot sizes) with ribbon handles
bring a new look depending on the
seasonal celebration, e.g. Halloween,
Christmas and Valentines Day. Pro-
tective, decorative plant holders with
handles are also being introduced
for the Clivia and Jewel Orchids by
Speciale.
Accentuating the professionalism
of grower eforts to inform and
inspire retail and category managers
about the absolute latest develop-
ments in indoor plants, pottery and
packaging, a 900 m
2
Green Event
Centre was opened in March in
the Netherlands. Te Green Event
Centre is the result of a partner-
>>>
ship between Bunnik Plants, Rene
van Lint and Gebr Van der Salm.
Described as Hollands biggest
showcase for indoor plants, added
value will be one of the key phrases
of the Centre which changes its
theme every six months. Te Green
Event Centre will be featuring six
miniature houses with 12 dife-
rent themes developed by Bunnik
Creations like Christmas, China
and the Mediterranean World. Te
Bunnik company produces up to 38
million indoor plants each year, the
retail supply chain being one of their
biggest customers.
Cooler protection
for cut owers
In the cut fower sector, a cool chain
represents a protective packaging
element with a controlled environ-
ment 24/7 from harvest to point of
consumer purchase being the best
solution for high quality fowers.
However, the worst scenario is that
cut fowers that have benefted from
a cool chain throughout the supply
chain arrive in the retail store and
Very Speciale!
In the garden range of the Speciale part-
nership is the Patio Rhododendron pac-
kaged under a Colours of the Himalayas
theme with a grab-and-go handle.
Packaging
SSSSSSuuuussssttttaaaaiiiiinnnnaaaabbbbbbiiiiilllllliiiiittttyyy aaaannnndddddd ppppaaaacccckkkkkkaaaaggggiiiiinnnngggg cccchhhhhhooooiiiiicccceeeessss
Packaging denitely counts in the
concept of sustainable develop-
ment as Jennifer Dufeld White
reports in her GreenTalks sustai-
nability e-news2 from the USA on
February 27, 2009: Anecdotally, I
know a lot of you are trying out
some sort of packaging alterna-
tive, from high-end upgrades to
biodegradable pots and resins for
post-consumer material. The plant
container that ends up in landll, is
after all, the most conspicuous waste
our industry produces in the consu-
mers eyes. Our industry, though, isnt
the only one attempting to green up
its packaging image. Check out the
Hartman Groups Sustainability: The
Rise of Consumer Responsibility3,
which afrms the fact that sustaina-
ble packaging might not be a primary
purchase motivator, but it sure can
make or break your reputation.
The study showed that the number
one thing consumers respond to in
regards to sustainability is how the
product is disposed of (is it recycled,
reused or reduced?).75% said it was
very important or important to be
able to return a products vessel to
the marketplace via curbside bins.
Biodegradability ranked second in
packaging preferences. Meanwhile,
minimal packaging ranked third
(even though it probably requires
less energy than recycling or biode-
grading). Finally, they chose recycled
content, rellable containers, contai-
ners to reuse for other purposes and
compostables.
SUSTAINABLE WHAT?
In the same study, noted above, the
Hartman Group also highlighted
the fact that sustainability is not a
household word. When pressed,
they say, many individuals are
unsure what it means. In 2007,
54% of their respondents were
familiar with the term sustainabi-
lity, yet in 2008 that number was
nearly identical at 56%. That could
explain why 71% didnt know or
were uncertain which compa-
nies support sustainable values.
However, the majority of the 1,600
people interviewed still identi-
ed positively with the term. The
take home: just slapping the word
sustainable on a product proba-
bly isnt going to boost sales or win
loyalty, especially in that half of
the population who cant dene the
word. Instead, think about telling
the story on what makes your com-
pany or product a good, responsible
choice. The why and how is
just as important as the what.
RETAIL EXPERIENCE
Heres another interesting obser-
vation from the study, retail stores
are more than just the prime spot
for linking suppliers and consumers
looking for responsible goods and
services. They concluded, Con-
sumer experiences in-store have
the biggest inuence on overall
perceptions about the retailer and
its relation to sustainability. What
kind of experience do you offer?
are then left in small buckets close
to a shop entrance where they are
exposed to draft, heat and rough
handling. Tis reduces the vase life
for consumers and increases the
waste percentage for retailers.
Flower coolers are already in use
in several supermarket chains in
Europe. In March, Scandinavias
largest garden centre chain com-
mitted to a similar cool chain
strategy after a test run using
fower coolers was completed
with success. Te Plantagen chain
with outlets in Norway, Sweden
and Finland plans to equip all its
centres (more than 90) with the
coolers from Floratech Europe.
Te coolers ensure longer shelf
life due to the patented, boundary
layer, airfow design
1
. Each centre
will have two coolers and two
dry sections, which together will
form an island of fowers, thus
creating an autonomous section
of the garden centre. Albertjan
van den Burgt, category manager
for Plantagen, is the coordinator
for the entire project: Plantagen
has always had a focus on quality
and has until now displayed the
cut fowers in walk-in cold stores.
With the new technology sup-
plied by the Floratech coolers we
will still be able to ofer the best
possible quality, but at the same
time we have made it easier and
more inviting to buy a bouquet of
fresh fowers. Tis will no doubt
stimulate impulse sales.
|||
1
FCI November 2008, pg 19 Horti Fair
2
https://www.ballpublishing.com/
BPSubscriptions/newslettersignup.
aspx?newsletter=greentalks
3
http://www.hartman-group.com/
publications/view/81
Seasonal campaign
from start
Te higher-end sales concept and
promotional campaign for Ice Cry-
stal, the newest member of Dm-
mens Premium series, introduced at
the IPM Essen, is being launched in
the German market frst. Trough
presentations, mailings, fyers
and POS material, the German
retail, trade and consumer press are
gradually being informed about the
new sales concept. Te red and white
Christmas colours of Ice Crystal
packaged in a decorative printed box
is being positioned to stimulate sales
later this year.
Floratech Europes coolers
form an island of owers.
Does Mother
Nature agree?
On the wall, next to my desk, I have a newspaper article dated the 26th
of June 2008. Te content of the article is too much to comprehend af-
ter just one reading, thats why I have put it next to my desk, to remind
myself to read it from time to time. Te article is about a foating island
in the Pacifc Ocean to the west of San Francisco.Te island is hovering
just underneath the surface of the Pacifc Ocean. It is unimaginably big.
It is estimated to be the size of Portugal, Spain and France put together.
Discovered about 10 years ago the island consists entirely of plastic
debris. Te UNEP the ecological department of the UN is sending a
ship to research this huge pile of waste. Te Ocean Conservancy states
that the waste consists of 13% plastic bottles, 9% plastic bags and the
rest is millions of drinking straws, milkshake covers, beach toys, old
fshing nets and lines and agricultural plastic foil. It is known that the
seas of our world carry about 46,000 pieces of plastic per square mile.
Tis huge pile of waste absorbs all kinds of toxic waste (such as DDT
and PCBs). It is clear that it therefore impacts on the oceans micro-
biology and ecological systems. Te efects are as yet unknown, but it
is clear to anybody that the efects will not be positive. Apart from the
toxic efects which end up in our food, the plastic debris also ends up in
the stomachs of birds and fsh which, because they have a full stomach,
do not feel hungry anymore and eventually die. One study in the north
of Holland has shown that on average each bird carries about thirty dif-
ferent pieces of plastic in its stomach. Another article dated the 28th of
August 2008 is titled Horticulturists transfer to biological degradable
plastic. However, a survey of 300 Dutch growers shows that 65% of the
growers fnd it unimportant that production is placed in environmen-
tally friendly packaging, but the expectation is that this will change in
the coming fve years. Because of the increasing temperatures around
the world sea levels are changing. Consequently, we will have to adjust
our way of living and think deeply about how we use the resources of
our planet. Some countries will not be able to deal with increasing sea
levels and large numbers of people will need to look for new land to live
on. Te efects will be huge. Due to modifed water systems commonly
used production systems will have to be adjusted. We will have to learn
again how to survive on our planet. When I am reminded of the island
of plastic in the middle of the Pacifc I get an awkward feeling; I realize
that I am a human being living in a world full of overblown luxury for
which I am partially responsible. I was born and raised in horticulture,
but at some point it is clear that we have to make choices, choices that
will afect the lives of our unborn children. Te world is changing as
consumers become increasingly aware of environmental topics such as
temperature increase due to escalating CO2 levels and the melting of
the polar icecaps. Other issues concerning the sustainability of water-
use and food production are also hot topics. It is a critical time for our
planet and for producers around the world to opt for sustainability;
sustainability for water, for climate, for food and for health. Te questi-
ons for you are: How will you adjust? How much longer will you be able
to sell your products if Mother Nature doesnt agree with your methods?
Jan Hein Blom is senior real estate project
developer with Legmeer Vastgoedontwikkeling
in Aalsmeer, the Netherlands.
janheinblom@gmail.com
Awareness
by Jan Hein Blom
Green Event Centre
Accentuating the professionalism of grower eforts to inform and inspire re-
tail and category managers about the absolute latest developments in indoor
plants, pottery and packaging, 900 m2 Green Event Centre was opened in
March in the Netherlands.
ANGERS: The 24th
Salon du Vgtal
closed its doors on
Friday 18 February
2009. Despite the
economic downturn
16,121 visitors
descended on Angers
to see the absolute
latest in cut owers,
potted plants, trees,
shrubs, bulbs, bedding
plants and oral
products. The 639 (622
in 2008) exhibitors
from 13 countries
were able to look
back on a successful
show where good
business was done.
Salon du Vgtal
by Ron van der Ploeg
on in stylish compositions. Te 1,200
m
2
area dedicated to cut fowers
included 31 exhibitors of fowers and
foral supplies.
Innovert
Innovation is the key phrase in the
French foral sector and maybe thats
why the novelty competition In-
novert is gaining a lot of interest. Ac-
cording to exhibition manager Serge
Tsvtoukhine a record number of 80
new products have been registered,
an increase of 20% compared to last
year. In the end 44 products were
selected to participate in the Innovert
competition. Most novelties were to
be found in the greens category.
Te vegetative Lobularia maritima
Snow Princess from the German
breeder Kientzler took frst prize. Tis
Lobularia doesnt go to seed and pro-
duces an abundance of large, white,
very fragrant fowers throughout the
summer and up until the frst frosts.
Its trailing habit makes it an ideal
hanging plant. With good tolerance
to bad weather (rain, wind and hail)
Lobularia maritima Snow Princess is
a Proven Winners product.
W
hile the forests and
meadows from Frances
horticultural heartland,
the Pays de la Loire, were reawa-
kening from a long, cold winter,
much of the foricultural industry
of France and Europe were enjoy-
ing the frst signs of spring at
the Salon du Vgtal which was
held from February 17 -19 at the
Angers Exhibition Centre.
New opening times
Tis year the show was held from
Tuesday to Tursday instead of
Wednesday to Friday as in previous
editions. Tere is no doubt that in
the long run this change will play
to the advantage of Frances most
important horticultural trade show,
but this year it appeared that most
visitors were not yet used to the new
opening times. As a matter of fact
Tuesday attracted only 24% of the
visitors, whereas on Wednesday and
Tursday attendances were 40% and
36 % respectively of the total visitors.
Landscaping sector
A frst for the Salon was the Ple Es-
paces Verts et Amnagements, a new
pavilion where industry professionals
can catch up on the latest develop-
ments in the landscaping sector. An
accompanying program of confe-
rences presented three prestigious
landscaping projects: Terra Botanica
in Angers, the tramway in Montpel-
lier and the Deule parc in Lille.
Cut owers
Te Bouquets dAujourdhui
exhibition island featuring foral
arrangement demonstrations by
Jean-Louis Anxoine and his team is
already very popular with forists.
Launched for the frst time in 2008,
the Bouquets dAujourdhui once
again attracted an increasing number
of French forists who saw typical
French cut fowers such as Hydran-
gea, lily and anemone being worked
France celebrates spring
with Salon du Vgtal
Te jury of professionals also awarded
the shrub Daphne odora Marianni
Rogbret with a frst prize. Tis
evergreen shrub has shiny, dark green
foliage with light yellow edges and
has defnitely more intense variega-
tion than Daphne odora Aureomar-
ginata. Te shrub blooms in early
spring from February to March with
small, very fragrant, purple fowers.
FitzGerald Nurseries from Ireland
entered its variegated Yucca gloriasa
Bright Star in the Innovert Com-
petiton. Althought it didnt win a
prize but, the plant is worthwhile
mentioning.Bright Star was develo-
ped by Tim Crowther of Walberton
Nurseries, West Sussex, England.
It features long, broad leaves with
bright gold bands along each side. It
makes a tight rosette that is instantly
eye-catching, brighter than other
varieties and with a greater propor-
tion of the leaf coloured gold than in
competitor varieties. Mature plants
produce branching stems with large
creamy-white bell fowers. Bright
Star makes an excellent container
plant and is also very efective as a
border or landscape plant. Bright
Star is protected by EU Plant
Variety Rights and US Plant Patent
under the name WALBRISTAR.
It is licensed in the EU by Plants
For Europe Limited, the leading
independent breeders agent, based
in East Sussex. Fitzgerald Nurseries
Limited is licensed to produce and
sell Yucca gloriosa Bright Star.Ca-
mellia japonica Kerguelen, created
by Stervinou Nurseries in Brittany
took the silver medal in the Innovert
Competition. Camellia Kerguelen is
a mutant of the good old Camel-
lia Nuccios Cameo. Yves-Marie
Stervinou explains that Kerguelenis
unique because it has deep pink
fowers which match beautifully
with the variegated foliage featuring
dark green, cream, silver and light
green. Camellia portuense has also
variegated leaves but is single fowe-
red. Kerguelen has beautiful double
fowers that show up from February
to April. Yves-Marie ensures that the
variegation will remain stable as there
are no green shoots. Kerguelen has
an upright and compact habit and a
good resistance to diseases.
A range composed of an assortment
of Gardenias, Hibiscus and Hy-
drangeas, specially acclimatised for
outdoor shelf sale and presented in a
window box of 50 cm diameter and
a grey-blue pot of 29.50 cm won
the frst prize in the category Best
Commercial Plant meanwhile in the
Best Non Plant category the Ilot Full
Garden took frst prize.
Te Ilot Full Garden features a multi
functional display for plants and
related products.
Espace Inspiration
With an area devoted to stylish,
environmentally responsible
products, the Espace Inspiration
served as a platform for the young
students of the Lyce Jean Monnet
des Herbiers. Tis area featured
some fantastic new presentations
and news ways of using plants.
Sustainable plants being this
years theme, the students only
worked with products which were
considered to be eco-friendly.
Te selected plants for this year
were Cordyline australis, azalea
IIIIIIImmmmmpppppuuuuulllllllssssseeeee ppppprrrrroooooddddddduuuuuccccctttttsssss
At the 2009 Salon du Vgtal impulse products
took centre stage. One good example of an im-
pulse product would be the MyPlant concept
of FitzGerald Nurseries of Kilkenny, Ireland,
which was awarded with the Plantarium
Press Prize last year. MyPlant includes an
elegant range of patio and garden plants
like buxus, dahlia, libertia, cordyline and
carex, specially developed and selected
as easy-care, weather tolerant plants.
FitzGerald Nurseries ensure that plants in
the range are thoroughly researched and
non invasive, PGR free, sourced only from
ethical breeders and not uprooted from
native environments.
The Dutch Van Vliet Flower Group introduced
Aqua Dcor, a sales concept for aquarium
plants and accessories (vases, gravel) on a
metal display stand which lets the consumer
either buy different items separately, or buy
ready-made arrangements. Aqua Dcor fea-
tures 70 varieties. The pot colour indicates
the price band. Large assortment which can
be adapted according to the space in the
retail outlet. Finally, the Belgian company
Decock Pelargonium showcased its Basil
Bonsai El Greco. El Greco is a grafted basil
plant in the form of a small tree on a stalk,
presented in attractive packaging containing
advice on how to care for the product.
and fern. A really cool novelty was
a fern in a so-called Vitalpot that
recreated the rhythm and movement
of human breathing (inhalation
and exhalation). Vital reminds the
consumer that, besides its decorative
aspect, a plant is a living being.
It expels the oxygen that humans
need and plays a part in purifying
the air. A silent motor makes a cam
rotate which makes the sides move
in a regular motion, just like human
lungs. When the plant is run-
ning out of water, the device stops
breathing. Vital by Johanna Robin
and Marine Lacouture took the
gold trophy. Te Nymphea concept
by Pierre Barach presented a new
way to protect plants from frost.
Nymphea consists of a base to place
at the foot of the plant and seven
identical pieces which slot together
and support each other. Curving
around the plant these pieces form
a cocoon which protects the lower
parts of the plant from frost.
|||
Next year the show will be held from
Tuesday 16 to Tursday 18 February.
MyPlant concept of FitzGerarld Nurseries. Basil bonsai by Decock from Belgium.
Lobularia Snow princess.
A study to better
understand the
optimum conditions
for Easter lily bulb
production makes a
preference for scale
bulblets and reports
on temperature and
nutritional effects.
Bulb Production
by Paul Nelson, Carl Niedziela,
Seung-Hyun Kim,
and August De Hertogh
when are they needed during the
growth and developmental cycle.
Bulb type
Our primary goal was to maximize
bulb production and it was found
that scale bulblets were superior to
stem bulblets. Te weight of basal
bulbs produced from stem bulblet
plants only increased from 7.0 to 9.8
grams; while those from scale bulblet
plants increased from 5.9 to 12.2
grams during the course of the ex-
periment. Bulb circumference, used
by the commercial bulb industry,
followed a similar pattern. In addi-
tion, a larger percentage of the stem
bulblets (35%) were no-shows (i.e.,
bulblets that did not produce shoots
that emerged from the bulb) in com-
parison to the scale bulblets (10%).
Terefore, scale bulblets would be
the preferred bulblet type for pro-
pagation. If stem bulblets are used,
the planting density would have to
be increased to compensate for an
increased number of no-shows.
Scale bulblet plants also produced
the largest number of stem bulblets.
In addition, basal and stem roots
developed earlier on scale bulblet
plants. Tis is refected by the incre-
ased weights of both types of roots
at the end of short days. However, at
the end of the experiment, weights
of both types of roots were similar
on scale and stem plants. Bulblet
type did not infuence the number
of fowers formed. Tus, it was
the second objective of this study.
Te timing of fertilizer applications,
identity of the required nutrients,
and needed quantity (rate) of the
nutrients are dictated to a large
extent by the capacity of soil to
contribute and retain nutrients and
the efect of the prevailing rainfall
on nutrient leaching. Variations in
these soil and climate factors across
production areas obscure our know-
ledge of plant nutrient needs and
also explain why recommendations
and practices difer widely from one
production area to another. Tus,
the third objective of this study was
to determine which macronutrients
[nitrogen (N), phosphorous (P),
or potassium (K)] are required and
E
aster lily (Lilium longiforum)
bulbs purchased for forcing
are produced in a limited
number of areas in the world. Tey
require very specifc soil, moisture
and climatic conditions. Since bulb
production occurs in the feld, the
annual prevailing temperatures can
vary considerably. Te efect of these
variations on bulb growth and de-
velopment are not fully understood.
Tus, it was the primary objective of
this controlled environmental study.
In the Pacifc Northwest of the US,
bulbs for forcing require three years
to be produced using the current
feld production system. Tey may
originate from either stem or scale
bulblets. Stem bulblets are removed
from the below ground portion of
the stem of the lily plant after it is
pulled. In contrast, scale bulblets
are generated on detached scales
taken from selected mother bulbs
after the commercial bulbs have
been harvested in the fall. Known as
yearlings, bulblets must be grown
for an additional two years to reach
forcing size. Terefore, yearling scale
and stem bulblets were compared as
Closer control
over Easter lily
TTTTTTTaaaabbbbbbbllllllleeee 111111..
Treatment No-shows
(%)
Basal bulb
wt. (g)
Basal root
wt. (g)
Stem root
wt. (g)
No. ower
buds
per plant
Abort.
(%)
10/6 C 5 6.06 6.22 1.02 1.0 0
14/10 C 5 7.14 8.29 7.22 1.3 10
18/14 C 25 14.54 4.20 4.67 1.1 0
22/18 C 30 14.41 2.52 2.82 1.3 10
26/22 C 50 18.38 1.86 1.47 0.9 31
30/26 C 30 10.10 1.58 0.29 0 75
Variable 0 6.94 4.39 4.38 1.4 5
Greenhouse 35 10.49 3.73 2.67 2.0 0
Table 1. The number of no-shows, basal bulb fresh weight, basal root fresh weight, stem root fresh weight,
number of ower buds, and percent meristem abortion of Easter lilies as inuenced by eight temperature regimes.
Temperature responses after 107 days under short days.
1 The variable treatment simulated seasonal eld temperatures in the coastal bulb production area of northern California.
2 The greenhouse received natural photoperiods and was set to be cooled at 22C (day) and 18C (night).
concluded that scale bulblets are the
preferred propagation material.
Temperature
Treatments consisting of continious
temperatures in controlled envi-
ronments indicated that maximum
basal bulb weight was achieved in
a day/night termperature regime of
26/22C followed by both 18/14
and 22/18C (Table 1). Greenhouse
and variable temperature regimes
resulted in less growth. Tempera-
tures of 30/26C must be avoided
due to lower bulb yield and foliar
injury (Photograph 1). No-shows
increased with increasing temperatu-
res with a signifcant number being
found initially at 18/14C. Root
fresh weight was greatest in the range
of 14/10C to 18/14C and declined
at higher or lower temperatures.
Flower number was maximum in
the range 10/16C to 22/18C and
meristem fower abortion occurred at
26/22C and 30/26C. Our results
suggest the possibility of producing
bulbs in a controlled environment
with an initial temperature of
14/10C to minimize no shows
and maximize the basal root system
and 26/22C after shoot emergence
to maximize basal bulb fresh weight
and circumference.
Nutrition
Application of the three nutrients
(NPK) was required during the short
day period. When one of the three
nutrients was omitted, there was a
reduction in shoot weight, stem bulb
weight, stem bulb root weight, and
the number of fowers produced.
When N or P, but not K, was omit-
ted there was a further reduction in
basal bulb root weight. Also, with
the absence of P, shoot length was
reduced. Withholding N, P, or K, or
all three nutrients had no infuence
on the number of no-shows. Over-
all, while there was a requirement for
N, P, and K, the absence of N and
P fertilization had a greater negative
impact on growth and development
than the absence of K.
Plants tested during a subsequent long
day period had been fertilized with a
complete fertilizer during the previous
short day period. Omission of N, P, or
K singularly or in combination during
the long day period had no efect on
production of basal bulbs. Omission
of the three nutrients resulted in a re-
duction of shoot weight. Defciencies
of either N or P, but not K, increased
the number of fower abortions, but
only in the 26/22C and 30/26C
temperature regimes.
When each nutrient was omitted
during long days, the concentration
of N and P in basal bulbs at the end
of the experiment did not difer from
the concentrations at the start of
the experiment. However, omission
of N, P, or K did result in a lower
concentration of K at the end of the
experiment, a factor that could afect
basal bulb yield in the third year of
production. Tis indicates that all
three nutrients may provide a beneft
during the long day period. However,
the demand for nutrients during
the long day period was much lower
than during the previous short day
period, indicating strong reliance on
translocated nutrients during these
later stages of development.
|||
Paul Nelson and August De Hertogh are
in the Department of Horticultural Sci-
ence at North Carolina State University
in Raleigh, N.C. 27695-7609 U.S.A.;
Carl Niedziela is in the Department of
Biology at Elon University, Elon, NC
27244, and Seung-Hyun Kim is in the
Department of Landscape Architecture
at Sangi Youngseo College, Won Ju,
Kangwon Do, R.O. Korea 220-713.
Te authors thank the Easter Lily
Research Foundation, 96370 Wildwood
Road, Brookings, OR 97415 for
technical information; Dahlstrom and
Watt Farms, Smith River, Calif. and
Fred C. Gloeckner Co., Harrison, N.Y.
for supplying bulblets; and the NCSU
Phytotron staf for cultural assistance.
Editor note: Complete details on the
study procedures, temperature results
and references are available on the FCI
website, April issue.
Te lesson
of the cow
Above his desk my father had a cartoon pinned on the wall. Tis
cartoon showed two farmers fghting for a cow; one pulling her
head, the other pulling her tail and in the middle were two lawyers
happily milking the cow. Tis cartoon comes to mind when I am
thinking about the crisis the world is in at the moment. Te banks
are comparable to the cow with governments pulling the head and
companies pulling the tail. Governments want to take over and
heavily support banks because they are convinced solid banks are
necessary for society and the economy; companies want banks
to supply credit so that they are able to stimulate the economy.
In the middle the bankers and shareholders, as ever, are sitting
quietly collecting their bonuses and dividends and nobody seems
to notice them. Have we heard a sorry from the bankers who made
the fnancial world explode? Do we see any plans from bankers to
give the economy a push? I havent, but what I do see all over the
world is governments struggling with ambitious plans and compa-
nies struggling to survive. I also see shareholders of several banks
bringing cases for compensation to court; they wouldnt have had
anything left at all if governments hadnt put in all the money
from the tax payers, like you and me, and all those from the next
generation. I think its a strange world!
Huge companies are asking for support and will probably get it
because so many jobs are likely to disappear if they go bankrupt
and unemployment is not going to help the situation. Small
companies have to do it all by themselves and are experiencing
that fnding credit for investment is becoming more and more
dif cult. Moreover, it is noticeable that countries are falling back
on national protectionism and thereby hampering international
trade. Stricter phyto-sanitary requirements based on false argu-
ments are entering the foral sector and reasons for opting out of
the governing EU and WTO regulations are created to support the
national industries with subsidies.
I was taught to think of simple solutions, even for dif cult issues.
My suggestion are: lower the interest rate for credit, this will help
to encourage investment and create jobs; lowering the tax rates
will leave more money in the pocket of consumers; stimulate free
trade because this will create global economic growth; make banks
return to their core business, collecting money from people with
surplus so others can get loans to invest. Tere is no need for
banks to earn huge sums in order to pay greedy bankers bigger
salaries and shareholders higher dividends. A cow is an instrument
that enables farmers to produce a product that consumers need,
it is not a money maker for third parties. Te same philosophy
should also apply to the banks. Lets call this the lesson of the cow
and practice it as from today.
Globe
Sjaak Langeslag is director of Agriraad, strategy
and consultancy. He also is Secretary General of AIPH
and president of the Royal General Bulbgrowers
Association (KAVB) in the Netherlands.
Langeslag@agriraad.nl
by Sjaak Langeslag
Mealybugs suck the
sap from plants and
cause signicant
reductions in yields
as well as being the
cause of the black
sooty mould which
grows on the sugary
substances that drips
from their bodies.
Crop Protection
L
ow pesticide, biological
programmes for spider mite
control have been blamed
for the upsurge in mealybug in
Holland and Kenya. However, if
spider mites are controlled quickly
using very high levels (1- 2 million
per hectare) of the predatory mite
Phytoseiulus, then spider mites
can be cleared within 8 weeks.
After this time, the grower can use
less compatible pesticides to clear
the mealybugs.
It is important to identify the
species of mealybug present in
the crop because some have egg
sacs (citrus mealy bug, obscure
mealybug and Mexican mealybug)
and others (long-tailed mealybug)
do not have egg sacs but give birth
to live young.
An important predator for mealy-
bug, Cryptolaemus montrouzieri,
lays her eggs only in mealybug egg
sacs so if the mealybug species
does not produce an egg sac, it
is not possible for the Crypto-
laemus to reproduce in the rose
crop. However, if Cryptolaemus
larvae are used instead in the IPM
programme the lack of egg sacs
is not such a problem as the young
Cryptolaemus larvae are voracious
feeders and will clean up any type
of mealybug hotspot.
Te citrus mealy bug (Planococcus
citri) is a common pest of roses
and gerbera. Te females are oval
Mealybug in roses
with a circumference of short
waxy flaments around the edge of
the body and a central depression
along the middle of the back. Te
female secretes a waxy woolen
nest into which she lays between
100 to 600 eggs.
Male mealybugs are small winged
wasps that live only for a few
days, mate, and then die. Tey
are attracted to the females by
pheromones. Artifcial pheromo-
nes can be used to lure and trap
the males and are available from
bio-control companies. If females
are not mated, they either lay no
eggs or only produce more males
depending on the species. So it is
important to reduce the number
of male mealybugs.
Te Koppert Knowing and
Recognising Book is a useful
reference, as is the UC Davis web-
site www.ipm.ucdavis.edu
A wide range of pheromones can
be sourced from Syngenta Bioline
www.syngenta-bioline.co.uk
Good scouting is the most essen-
tial element of an IPM programme
so that hotspots can be treated
quickly. People working in crops
help spread mealybug, so access to
hotspot areas should be restricted
or work there undertaken at the
end of the working day.

Mealybug
bio-control agents
Te predatory beetle, Cryptolae-
mus montrouzieri is the bio-control
of choice if mealybug infestations
are very high, as a female can lay up
to 400 eggs one in each mealybug
egg sac. Other parasitoids such as
Leptomastix dactylopii, Anagryus
pseudococci and Coccidoxenoides
perminutus are more suitable if the
mealybug populations are low and
more widely dispersed. For more
details on application rates and
practical information see the full
text of this article on the website of
Floraculture International> www.
foracultureinternational.com>
services.> FCI In Detail
Entomopathogenic fungi such as
Beauveria bassiana are registered for
mealybug control (BotaniGard).
Even entomopathogenic nemato-
des (Heterorhabditis) ofer some
reduction in mealybugs which are
overwintering in the soil in fower
production areas where temperatu-
res drop in the winter.
Pesticides for mealybug
Insect Growth Regulators (azadi-
rachtin and kinoprene); neonicoti-
noid pesticides (imidacloprid and
thiamethoxam); organophosphates
(acephate); penetrating oils (neem
oil and fne oils); botanical pesticides
(pyrethrum) and detergents (Savona)
all have a part to play. For more
information see www.foraculturein-
ternational.com> Services> FCI In
Detail. Mealybugs will be expensive
to clean up, if they have got out of
hand. But once this investment
has been made, it is important to
pay better attention to scouting and
quarantine methods to ensure that
new hotspots are found quickly and
action taken quickly.
|||
Te author has extensive practical feld
experience in the development of IPM
protocols for fruit, vegetable and fower
crops in Europe and Africa and is Joint
Managing Director of Te Real IPM
Company (Kenya) Ltd (labuschagne@
realipm.com/www.realipm.com)

by Louise Labuschagne
Cryptolaemus larvae.
Cryptolaemus adult.
Beaten
Only one in 50,000 companies survives a hundred years. Today
the average life span of a company is less than 10 years. Our
horticultural boom has lasted 120 years and this is a true miracle.
Decades of innovation, know-how, solid craftsmanship and gene-
rations of eager growers have kept it going for this long. We have
outlived the Belgian and Danish competition where now only
a handful of competitive, specialized companies are left. Are we
better growers, better entrepreneurs? Not really, we were just lucky
enough to be close to our vegetable industry, to be concentrated
with a thousand colleagues at a time when distance was an issue,
we could obtain our know-how from just around the corner and
our auction system was superior. Starting in 1889, the goal for the
founders was to market their quality product as a brand in order
to ensure better prices for their crops. However, this goal was ne-
ver achieved. What was achieved was a concentration of products.
Te auction became the market place where all new species and
varieties were found, sometimes for the highest price, but as no
one wants to pay the highest price usually for the lowest price.
Te hand on the auction clock moves down and our ever growing
assortments and freely-communicated, low prices attract buyers
from all over the world. Our wholesalers and exporters, well, they
are still as mean and lean as ever, they are simply the best. Over
the years they have flled every European window sill with pot-
ted plants and shipped our fowers to every corner of the world;
beating any competition, occasionally on quality, but always on
price. Whatever the fower, wherever it is grown on the globe, it
sells from Holland.
I hate to admit that the ever decreasing auction price was the
main Dutch strength. Low prices beat the competition out of the
European market. Dutch growers raised production, mechanized
their facilities and reduced fuel consumption to survive this rat
race. Our auction is fully aware of the fact that there are only
two reasons for its continued existence: buyers want low prices;
growers want their money. Buyers need to pay in advance to be
permitted to buy, in exchange the auction roams the world to
fnd them the cheapest product; fowers from Africa and potted
plants from China and Central America, all marketed straight out
of the container, no questions asked on quality and if it sells it is
accepted. Te fact that low quality reduces tomorrows market is
ignored. Te current fnancial crisis and recession have intensifed
the search for lower prices. Prices this low can only be achieved
with free heating and a dollar-a-day labour. Dutch growers with
their costs still rising cannot keep up. Tey are at the end of their
cycle. Teir hundred years are over. Tey are fnally closing down,
beaten by their own strength.
Dust
by Hans de Vries
Hans de Vries is a grower
in Kudelstraat, the Netherlands.
hans@jdevries.nl
www.jdevries.nl
www.sbpi.co.uk
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Noordlierweg 18b
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T: +31 (0)174-520713 -F: +31 (0)174-510017
info@armadayoungplants.nl - www.armadayoungplants.nl
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March 28 to April 3, United States
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1 to 4. China
Te 11th Hortiforexpo China,
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1 to 3. Ukraine
4th International Exhibition for
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May Flowers Expo, Timisoara.
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World News
The Syngenta Spring Trials in Germany,
including presentations from six spea-
kers about the trends in cultivation and
marketing, was organised for the third year
running at the end of February. The venue
changes each year; in 2008 the event was
held in Leipzig and this year in Kleve. In the
greenhouse showcase, visitors were presen-
ted with an overview of the Syngenta range
of biennials and spring owering perennials
(from both cuttings and seed) suitable for sales
between January and April (some products
are also suitable for autumn sales). Among
the introductions, the Delta
pansy series of
32 colours sees the addition of Delta F1 Gold
with Blotch and Purple Surprise. Delta signies
a high level of programmability and uniformity
across the Colossus
, Endurio
and Deltini
family members, all of which have their
own characteristics: Colossus has very large
owers on short stems and is heat tolerant for
late summer/autumn cultivation; a atter, com-
pact growth habit of the semi trailing Endurio
is adapted to hanging baskets and bedding;
Deltini is the newest Delta member in four co-
lours and is adapted to limitations concerning
energy and PGR use with the compact habit
and plant size requiring low light and space
requirements. Grower desires to complement
their Delta range with unusual, special colours
are accommodated by six varieties in the
Designer Collection with Strawberry Cream F1
being the newest introduction.
The primrose range with 12 series covers
a selling season from September to March
with the new Daniella F1 Apricot colour ad-
ded to the Specialities this year. A breeding
goal to enlarge the number of special colours
and ower forms is also evident in the
Harlequin series and the Specialities Little
Girls Mix with the plants suited to 7 to 8 cm
pots showing semi-double owers. Visitors
were also given a glimpse of the new for
2010 Primula acaulis Suzette Mischung
with their appealing frizzle type owers and
special colours. Variations in plant habit are
also appearing in the Gessi luxury series for
cultivation in 10.5 to 12 cm pots; the familiar
show of large owers introduced on longer
stems in Gessi Pacic Gold.
In a fast growing, perennial segment Marc
Knof pointed out among the introductions
Saxifraga Large White, Primula denticulata
Confetti Deeprose and Pulsatilla vulgaris
Pinwheel, all three characterised by their
hardiness, very early owering and intense
colours. Spring perennials traditionally repre-
sent a relatively small percentage (<15%) of
Syngentas spring owers but their ability to
be grown under cold conditions in a period
dominated by rising energy costs as well as
the reduced growing time due to the early
owering are points concentrating an exten-
sive breeding program. The diversity within
perennials, the richness and length of the
owering period, disease resistance and a
quick wrap and clean presentation add to the
efciency features for growers and expand
on retail marketing opportunities. Syngentas
Calendar Colours concept depicts the
suitable combinations of perennials for each
month from February to October.
|||
Germany
Spring colours
The Netherlands
FlowerTrials tells 22 companies
Deltini is the newest Delta
member in four colours.
New in 2010 is the Primula
acaulis Suzette Mischung.
Gessi Pacic Gold. Saxifraga Large White. Confetti Deeprose.
The fth edition of the FlowerTrials
2009 is being organised for four days
from June 9 to 12 (opening times 08:00
to 17:00 hrs). The number of participating
companies has increased again this year
from 19 to 22; it is a great opportunity to
visit a large number of companies within
easy reach of each other and gain an
impression of the very latest trends in pot
and bedding plants and delivery programs
available from a variety of leading Dutch
and international companies.
In the Aalsmeer region the seven
companies represented are Ball Holland,
Danziger/ Imperial Plants, Florist De
Kwakel, HilverdaKooij, mKoppe, Royal
Van Zanten, Moerheim New Plant.
In the Westland region the 15 compa-
nies represented are Armada, Beek-
enkamp Plants/Florema Young Plants,
Benary, Combinations, Fides, Floranova,
Florensis, Gruenewald Young Plants,
Hem Genetics, Kieft Pro-Seeds, Kiepen-
kerl, Sahin/Takii/Global Flowers, Sakata,
Selecta and Syngenta Flowers.
The website www.owertrials.nl
offers extensive information on the
companies taking part, the new pro-
ducts and delivery programs, address
details and downloadable route descrip-
tions. You can also register in advance
for all 22 companies or the companies
of your choice.
|||
Belgium

FLORALL showcase
Over 270 professional Belgian growers
exhibited a wide range of ornamental
and arboricultural products at this
years Spring FLORALL trade fair held on
March 3 to 4 in the Flanders Expo, Gent.
Dimitri Barbe, on behalf of the Floralies of
Gent, coordinates the Spring and Autumn
FLORALL events in cooperation with the
Belgian Nurserymen and Growers Federa-
tion (AVBS).
The Best Novelty and Best Stand FLO-
RALL award presentations on the Tuesday
evening were followed by an informal
Meet & Greet reception for exhibitors and
visitors. The Best Novelty Gold award was
presented to Rudy Raes for the Rubens
Primula acaulis 1

, a double owering prim-
rose available in eight colours, owering
from mid-February to April and distinguis-
hed from existing double primulas by its
compactness. The Silver and Bronze award
recognised the new star of Suntory, the
Princettia Euphorbia 2

, and the Hellobo-
rus Alexia 3

, both exhibited by the Dutch
young plants company Van der Zalm.
Exhibitors rewarded for the professionalism
in their product presentation in the Best
Stand competition were the duo-stand of
the nurseries Talpe Dirk and D&V Plant Pro-
duction; Silver for Maes-Reyns and Bronze
for Deseo. The bedding and nursery stock
of these winners, together with numerous
other stands, shared the Expo hall with
nurseries exhibiting the renowned range of
Belgian azaleas, rhododendrons, ornamen-
tal trees, palms and owering pot plants.
Both the family run nurseries and grower
groups, such as Speciale and BE.plants,
service not only the domestic market but
also use the logistically competitive loca-
tion of Belgium to distribute ornamentals
into the European markets. The Autumn
FLORALL trade fair will take place from 25
to 26 August 2009.
|||
4

The FLORALL Best Stand of Talpe Dirk.
5

Plantas Lobos is the import department of Guy van
Hautems nursery; the plants are sourced for regional
retail distribution in Belgium.
6

The new Belgian grower group, BE.plants.
7

A decorative touch for pot plants, Tillandsia usnoides
from BVBA Vandersteene Favere.
8

Young and dedicated, Steven Verhelle has invested
in greenhouse lighting and an ebb and ood system
to cultivate campanula (starting week 7) for southern
Europe, Germany and the UK.
1
4
2 3
6
8
7
5
World News
For the third year running, 10 breeding and propaga-
ting companies of bedding and balcony plants will
be opening their company premises to visitors of the
Euro Trials 2009 for three days in June from the 9th to
the 11th (opening times 09:00 to 17:00 hrs).
Organized by the Central Horticultural Association (ZVG)
Young Plants section, the open days are concentrated
in two regions. In the Netherlands three companies are
represented: Carmel Agrexco, Brandkamp and Grnewald
Plants. In Germany visitors can visit seven companies:
Bongartz, Dmmen, PAC Elsner, Geranien Endisch,
Grnewald Plants, Kientzler, Nebelung and Westhoff. The
website www.euro-trials.com gives complete information
about the participating companies, their locations and
online registration.
|||
Brandkamp is a member of the Euro Trials initiative
and will be presenting among their novelties the
strawberry veined owers of Recife Strawberry in the
Marisco Petunia series, the Marisco Hot Mix to join the
Cool Mix and the Caprivi White Spoon in the Osteo
Line. At the IPM Essen, Jrgen von den Driesch further
explained how the companys 50 year history as a
European player is changing; during the last two years
a step has been taken in overseas markets, namely the
USA and Japan.
Von den Driesch: The concentration in the Netherlands
and Germany of young plant companies incurs risks for
those involved, particularly if you do not have your own
genetics. Our young plant distribution, together with our
own breeding lines, focus on bedding plants and chrysan-
themums. The costs of breeding are high but in the future
we do need to have our own breeding division; in Europe
alone, however, it will be difcult to make a return on
the investments. Our rst opportunity to expand over-
seas began with requests originating from the USA; the
initial interest is shown in our fuschias (Jollies series) and
lantanas (Tropic Lantanas). The fuschias are recognized for
their compact, upright habit and rich, early owering while
the lantanas have a perfect compact habit after pinching
and an early and continual owering pattern. The trials we
have been conducting in Japan are our own initiative after
having been very successful with our chrysanthemum
garden mums for more than 10 years; we will be running
tests on Brandkamp Breeding lines in this new market for
a minimum of two years.
|||
Germany

Third edition of Euro Trials
Germany
Overseas ventures see
start of breeding division
The Netherlands

On show this month
Balls European Spring Trials from April 20-24 at the Ball Re-
search Facility in Rijsenhout, the Netherlands, will give centre
stage to Viola Sorbet, Coleus Versa and Zinnia Zahara. Sorbet
XP is described as the ultimate easy-to-grow, all-new small
owered Viola series offering growers complete uniformity, a
well branched plant habit, large leaves and timely, early owe-
ring. Sorbet XP includes all the top-selling colours in viola plus
unique shades and novelties. There is also no need to hide the
Coleus Versa away in the shade since the Versa is a collection
of Coleus in fascinating colours, all suitable for placement in
sunny or shady positions; the long lasting colour is an extra
plus for landscapers. The Zinnia Zahara series, introduced to
the market for 2009, is disease-tolerant, heat-loving and has
20% larger owers in stronger colours than other Zinnias of
its type on the market; new to the Zinnia Zahara series for
2010 is Zahara Starlight Rose and Zinnia Zahara Fire, which has
a bright orange-red hue which intensies outdoors.
|||
PLANT INVIGORATOR
www.sbpi.co.uk
Flowerport Logistics B.V.
Bloemenveiling Aalsmeer
P.O. Box 364
1430 AJ Aalsmeer Holland
T +31 297 349 360
F +31 297 349 560
Our services
Flowerport Logistics B.V. look after clearances and
transport of complete charters, but also small indi-
vidual sendings will be handled with extreme care.
Handling all customs formalities
Including inspection by plant protection
(phyto-sanitary) service
Delivery and distribution aal through the country
Transport and temperature-regulated trucks
Temporary (cold) storage, both for loose freight and
for complete aircraft pallets
Pre-cooling
Competitive rates
Located in the centre of
Flora Holland Auction Aalsmeer
www.fowerportlogistics.nl
Israel
Two contradicting court
decisions regarding
Gypsophila Million Stars
versus Blancanieves
UK
Wide Support for
Greening the UK
Abuse of Gypsophila Million Stars or not? The story con-
tinues, as on March 5 the Honourable Judge Anat Baron
of the Tel Aviv-Jaffa District Court, determined that the
Dutch breeder of Gypsohila Astee Flowers BV had infringed
Danziger Dan Flower Farms breeders rights, stating that
Astees Gypsophila Blancanieves is an Essentialy Derived
Variety (EDV) of Gypsophila Million Stars. The Israeli
courts decision is interesting because on July 13, 2005
the Civil Court in The Hague, the Netherlands found that
Blancanieves was not essentially derived. The court in The
Hague noted that Blancanieves differed from the initial
variety in a large number of characteristics -17 out of 21 of
the characteristics relevant to Gypsophila. In reaching its
decision, the Dutch court did not use DNA ngerprinting,
whereas the Israeli court based its rulings on DNA tests.
Danziger, who were represented by the Seligsohn Gabrieli & Co.
Law Ofce, specializing in matters of intellectual property, clai-
med that Astees Gypsophila variety which they are propagating,
growing and marketing in Israel and other countries, is a derived
variety of the well-known Gypsophila variety Million Stars bred
by Danziger. Danziger appealed to the court to issue a permanent
injunction against Astee and another grower in Israel, prohibiting
them from continuing the usage of their variety called Blanca-
nieves, because such exploitation constituted an infringement of
Danzigers rights for the Million Stars variety.
The Court of Law accepted Danzigers claims and denied Astees
claims; the latters claims being based on, amongst others, the
testimony given by the variety examiner from the Council of
Breeders Rights at the Ministry of Agriculture. In making its
decision the Court of Law stated that much signicance had been
given to the DNA tests that were conducted on the plants. The
court concluded that Astees variety is indeed a derived variety,
and issued a permanent injunction against Astee and the other
Israeli grower prohibiting them or others from using their variety.
The court also ordered them to submit a nancial report in order
to determine the compensation due to Danziger for a breach of
their rights On making the courts decision the judge stated that
the testimony of the variety examiner, Makes you wonder about
him being a government employee who testies on behalf of an
interested party on a matter in his line of work..
|||
The Horticultural Trades Associ-
ations (HTA) Greening the UK
campaign has received endor-
sement from key environmental
and planning organisations
following the publication of its
report, Local Authorities Com-
mitment to Urban Planting.
The Environment Agency, CABE
Space, the Planning Ofcers So-
ciety and Design for London have
all expressed their backing for the
campaigns aims and objectives.
The campaign was also endorsed
by the Rt Hon Hazel Blears MP in
her foreword for the recent publi-
cation. Also, since the campaign
began, 10 Local Authorities so far
have adopted a Greening the UK
model motion to encourage more
positivity from their planners and
11 more are including it in their
Local Development Framework,
and all recipients have signalled
their comfort with it. Over 60
MPs signed the Greening the UK
Early Day Motion during the last
parliament.
The campaign highlights the 50%
reduction in planting on approved
planning applications in the last
decade. A further 50% of this
planting is never actually delivered
by developers and goes un-enfor-
ced by Local Authorities. Greening
the UK believes that developers
have traditionally seen green plan-
ting as an expense that can be
trimmed rather than a commerci-
ally necessary investment. In the
coming year the campaign will
produce further concrete actions
to support councils in tackling this
problem, with an amenity guide
produced by Chris Baines and
training sessions designed to help
Local Authorities make their areas
reach the highest environmental
standards.
The Rt Hon Lord Smith of Finsbu-
ry, Chairman of the Environment
Agency, states: The Environ-
ment Agency supports the use
of planting as part of sustainable
development because, as indica-
ted by the report, planting brings
environmental and social benets
to communities. In support of
the Greening the UK campaign I
propose to promote your report to
our staff as a topical green issue
through our website.
Stephen Tapper, Chair of the
Planning Ofcers Societys
Sustainability Committee, said:
The importance of horticul-
ture to sustainable communities
should not be understated and
through this campaign the HTA
are increasing local authorities
awareness of the skills needed
in their planning departments to
meet the challenges of sustai-
nability. That is why I support
Greening the UK and am glad to
see many high-prole organisati-
ons also lending their support to
the campaign.
Since January every council in
England has received a copy of
the Greening the UK model mo-
tion, highlighting the main tenets
of the campaign. This includes
at least 690 councillors at 330
councils.
|||

Te full report can be downloaded
from www.the-hta.org.uk/greening-
theuk
World News
Danish research groups have
joined to make a large leap for-
ward in energy saving in the gr-
eenhouse industry to meet the
challenges of the global change
as expressed in the global
change summit in Copenhagen
in November 2009.
Greenhouse horticulture sector
is under pressure from the huge
energy expenses. In the last 15
years researchers, growers and
industries in Denmark have wor-
ked together on decreasing the
energy consumption. Today the
total energy consumption is 25 %
lower than 10 years ago with the
same production. Compared to
many other countries this is a suc-
cess, but still the sectors energy
consumption needs to be reduced
signicantly. New technological
solutions and increased under-
standing of the physiological reac-
tions of plants will be necessary
to achieve energy reduction while
maintaining plant quality, to obtain
a sustainable production. This has
resulted in a number of larger
projects in Denmark involving both
research and development and
with a wide coverage of funding.
Currently, the horticultural sector,
universities, ATS companies
(Authorized Technology Service)
and other companies are working
together to nd solutions that
potentially can reduce the energy
use by more than 50%, thus
meeting the demand for a more
sustainable food and ornamen-
tal greenhouse production. In
cooperation with several Danish
and foreign partners two projects
were started by AgroTech in
2007: Greenhouse Concept
2017 is an innovation consortium
nanced by the Danish Agency
for Science, Technology and
Innovation under the Ministry of
Science; Intelligent energy hand-
ling in greenhouses is funded by
Region South Denmark and the
European Regional Fund. Both
projects are also supported by the
Danish Producers of Pot Plants
(more information about the
projects and partners is available
at www.ghc2017.com).
Intelligent energy handling in
greenhouses focuses on the
energy consumption of one
particular greenhouse. Resear-
chers and technology com-
panies demonstrate together
that it is possible to cut energy
consumption by 60%. This
can be done by storing surplus
energy from the greenhouse in
a subsoil aquifer and by tting
intelligent climate control sy-
stems. Plants are often grown
in very static climatic conditions
but in reality they can survive
and thrive under more uctua-
ting conditions thereby saving
energy. Plant physiologists will
carry out research involving
the two main crops grown
by the nursery in question,
Saintpaulia and Euphorbia milii,
in order to exploit their climate
limits in production. Intelligent
energy handling in greenhou-
ses is also based on weather
forecasts, energy prices, energy
consumption models, etc.
Danish research institutes have
made great progress in the
area of climate technology in
recent years and the consortium
behind Greenhouse Concept
2017 comprises leading com-
panies and researchers who
have the competencies to face
the challenges of sustainable
production. This means that the
necessary know-how can be
supported by the consortium
through targeted research and
innovation concerning: col-
lection, storage and recycling
of energy, greenhouse curtains
with improved light permeability,
light emitting diodes for use in
greenhouses and novel sensors
for control, regulation and mo-
nitoring of production systems
and horticultural production.
Partners in the two projects in
different constellations are the
three Danish Universities (rhus,
Southern Denmark and Copen-
hagen), seven nurseries and a
range of national and interna-
tional companies like Senmatic,
Phillips and Danfoss and LS
Svensson and AgroTech. Hjorteb-
jerg Greenhouse I/S will erect a
demonstration facility covering
4,000 m for ongoing testing of
new technologies. The facility
is expected to be ready in July
2009 and will be presented on a
number of occasions including
at a workshop and during the
United Nations Climate Change
Conference in Copenhagen in
December 2009.
The rst results from the projects
will be presented at a interna-
tional workshop hosted by the
University of Southern Denmark
in Odense on October 6 and
7, 2009 where researchers,
consultants and growers from all
over the world are invited to meet
and exchange knowledge on the
future of greenhouses. Aarhus
Universitys Faculty of Agricultural
Sciences is responsible for the
workshop entitled Intelligent
use of Energy in Greenhouses
and we invite all to sign in for a
presentation or participation at
the homepage, http://energysym-
posium.agrproject.dk.
|||
Carl-Otto Ottosen, Dept. of
Horticulture, University of rhus,
Denmark and Janni Bjerregrd
Lund, AgroTech, Denmark
Denmark
Towards future greenhouse concepts
Wheres the money?
Ok, I have vowed not to talk about bad news but that is getting hard
to do these days. However, I will attempt to talk about some of the
realities of the current fower business. Whether we like it or not many
of us are going to have to reduce our spending to save our companies.
Tis comes at a time when many of us were hoping to ride of into the
sunset on cruise control after having put in many tough years, paid
our dues, and built our houses strong to carry us through. I speak in
the frst person because I was an owner for so long that I still think
that way; so please bear with my impersonation of an owner.
In the early days of a company the owners are often also the grower,
driver, invoice-writer, maintenance man or woman, janitor and, on
occasion, the executive. We can be found at the farm, the shop or the
warehouse early in the mornings and then again late at night. We use
the flo method - frst in last out! But, we move on and if we are lucky
the business grows, we hire others to do some of the tasks so that we
can do less of the grunt work and more of the executive duties.
Te years pass and we feel comfortable enough to hit the cruise
control button, put our feet up and smile at what we have created.
La-la-la of we go to the country club or the summer, winter, lake
or ocean house or we fre up the RV; life is good. But then we start
to see reports coming in that defy the trend we had gotten so used
to. Growth is no longer measured in plus signs but with that ugly,
unforgiving minus sign. So you turn the bus around and decide it is
time to show those good, but obviously slacking, employees how it
is done. You go back to basics but fnd that you stayed away too long
allowing decisions to be made that now look dead wrong.
You make some changes and fgure you are fne and that all will be
better soon, but then it gets worse. You make more corrections and
wish that you had not bought such a big building to accommodate
your growing needs. Maybe that boat you bought to entertain custo-
mers was a bit much and needs to go, but now you can barely give it
away and the next payment is due tomorrow. Yikes!
Ok so where am I going with this? Since I have already moved on to
become an employee I am sitting on less assets and therefore need
only be concerned that my employer has made sound business deci-
sions. But many of you reading this (thank you) have to make tough
decisions about how to manage in these times, times that are not like
any we have seen before, so the road map is unclear.
History, however, shows us that over centuries of commerce people
have lost everything and survived to prosper once again. So all we
can do is look at our business and our personal wealth (or debt) and
make the best decisions we can to insure that when we take a look
back in a few years from now there is something to see.
Be sure to wear your sunscreen, Miami is hot!
Miami
by William Armellini
William Armellini has been in the oral industry
since birth and works for Greenleaf Sourcing in
Miami. william@oracultureinternational.com
www.greenleafwholesale.com.
On February 27, 2009 Guido
Schmidt, the managing director
for marketing and sales of Poep-
pelmann Holding GmbH & Co.
KG in Lohne (Germany), retired
after more than 35 years with
the company. Schmidt joined
the company in 1973. In 1974,
he became general manager for
marketing and sales. Since 1997,
he was managing director. Under
his management, the companys
development was characterized
by a steady growth and an incre-
asing globalisation.
Today, the Poeppelmann-group with
its approximately 1,400 employees
produces and develops high-tech
plastic products for customers in
more than 70 countries world-wide.
It operates production facilities
in Lohne (Germany) as well as in
Rixheim (France) and Claremont,
NC (USA). Poeppelmann ranks
among the leading companies of
the plastics processing industry in
Europe. Friedrich Kuehling, also a
managing director at Poeppelmann,
emphasizes Schmidts merits for
the company, The development of
Poeppelmann bears a high degree
of his handwriting. He has been one
of the main pillars of our success.
Even after his retirement, Schmidt
will be active for Poeppelmann. He
has been appointed chairman of the
advisory board.
|||
Germany
Poeppelmann MD retires
Rose breeder Terra Nigra and wholesale import facilitator Tradewinds
International have announced the introduction of a new rose called
Angels Love. A lightly scented white rose, Angels Love has soft pink
edges that give the blossoms a blushing appearance when they are
fully open. Long 60-80 cm stems and a longer-than-average vase life
add to the roses appeal as both a wedding and cut ower.
Its introduction is unique in that it breaks from the traditional breeder to
grower to wholesaler model of launching a new ower, said Richard Lutes of
wholesale orist Koehler & Dramm, a member of the Tradewinds International
group. It represents a collaboration between the breeder, wholesaler and o-
rists to bring a fresh new rose to the public. Last April, Koehler & Dramm hos-
ted the rst International Rose Festival and Wedding Design Show in Minnea-
polis. The approximately 500 retail and wholesale orists, growers, designers
and rose breeders who attended got a sneak preview of the then, nameless
new rose. Florists were invited to suggest names for the new ower and from
over 200 entries submitted at the show, the selected winner was Angels Love
from Bob Larson, owner and designer with BO-JOs Creations in Ellsworth,
Wisconsin. Angels Love is being grown in Ecuador and is exclusively available
through Tradewinds member wholesalers in its rst year.
|||
United States
Born in Holland,
named in America
World News
Hamurabi (1), Dust column February 2009
David Efron, Yodfat Revivim Horticulture Ltd.,
Kibbutz Revivim, Israel: I would like to protest
about the biased usage of your professional
oriculture magazine as a platform for political
propaganda based on false untruthful argu-
ments. I believe that when you meant to publish
a professional oriculture magazine you did not
mean to bringt it into political disputes.
|||
Hamurabi (2), Dust column February 2009
David Squire, Flower Grower-Israel: I read your
article in the Floraculture magazine. Dont we all
miss the good old days when one civilized suici-
de bomber from Hammas would proportionately
blow up a bus or holiday dinner of 30-40 Jews. I
think that the past 60 years of peace in Europe
has been a blessing but also has given you a
simplistic outlook on what a country can put up
with. Three and a half years ago, Israel evacuated
completely the Gaza Strip. Instead of building
up the economy, the Palestinians started ring
mortars and rockets at Israeli towns. Israel, unwi-
sely did not retaliate strongly or at all because it
believed that by not doing anything and turning
the other cheek, the terrorist government of
Gaza would stop launching rockets. What a nave
mistake. Can you imagine living in Boskoop or
Gouda and having to worry about your child-
ren and spouse all day at work every time a
rocket falls. The people in southern Israel had
a 15-45 second warning in order to take cover.
Can you live like that?
All the Arabs in Gaza had to do was stop ring
and Israel would not have gone out on a massive
strike. They were warned time and time again but
continued to launch rockets. When Israel went
out on a massive strike to stop the rockets, the
army even warned civilians by telephone and
yers before bombing. The Hammas res rockets
from civilian homes (which is a breach of the
Geneva convention). We are sorry about civilian
casualties but we also will not tolerate unneces-
sary military casualties on our side.
I am very sorry that not enough of our soldiers
were killed but the EU also works that way (see
actions in former Yugoslavia) and so does Turkey
(where is the self determination of 10 million
Kurds?) It seems funny that only Israel is not
allowed to defend itself and expected to act as
if it is playing a soccer game while defending
its citizens. When was the last time your family
friends or neighbours were shot at? I think you
should stick to writing a column about owers.
|||
Letters to
the Editor
The Flower Council of Holland, an organization that promotes
the sales of oricultural products from the Netherlands on
behalf of growers and traders, has announced that Henk Jan
Winter has joined the organization as its new corporate
communications manager.
The 45-year-old Mr. Winter will be responsible for media rela-
tions and external communications on behalf of the Flower
Council of Holland and will be based in Leiden, the Nether-
lands. He brings in a wealth of media and communications
experience to the Flower Council of Holland. Mr. Winter
most recently served as editor of Schooljournaal, a
weekly magazine for professional teachers and as a
communications manager at the Kennisnet Foundation
in Zoetermeer, a public organization which focuses on
ICT in elementary and secondary education.
Mr. Winter is very excited about the challenge of his
new job offering him the possibility to work in a more
commercial environment.
|||
Selecta Klemm and Ball Horticultural
Company announce that effective June
1, 2009, Ball will become the exclusive
supplier of Selecta genetics in North
America. All Selecta unrooted products,
including annuals, perennials and pot
plants will be available through Ball.
Selectas extensive Root & Sell network
will continue to supply top quality
rooted liners through their existing
North American broker group.
We are very pleased to be working with
Ball in this partnership, stated Nils Klemm,
Chief Executive Ofcer of Selecta Klemm
GmbH & Co. KG. Ball is well regarded for
their strength in distribution and service in
North America. Their focus on the grower
ts nicely with our overall corporate
direction and, together, we will provide
the optimal solution to our North American
customers.
Selecta is well known for their innovative
and quality breeding. Their products, com-
bined with our market-leading service and
supply will provide growers with the best
vegetative solution for their needs, said
Cees Boonman, Vice President of Ball
Horticultural Company. Selectas
MiniFamous is the leading calibrachoa se-
ries in the market and helped to establish
Selectas position in North America.
Current Selecta Root and Sell stations will
remain intact and will continue to offer
rooted Selecta genetics through the current
broker customers. Selecta will continue to
host customers at their Encinitas Pack Trial
location in 2009 and will be showcasing
over 50 new products.
This partnership is for the North American
market and does not change the relationship
between these two companies in other
regions of the world such as Europe.
|||
Te Netherlands
Flower Council of Holland
appoints new corporate
communications manager
Germany/United States
Selecta and Ball announce
distribution agreement in

North America
KENYA: Africas ower industry is wilting under
pressure from the worldwide nancial crisis.
African ower growers might be pushed out of
business if no immediate measures are taken to
cushion them from the global economic down-
turn, according to The Citizen Correspondent.
African ower prices have declined by bet-
ween 30% and 50% during the last ve months
due to the global nancial crisis. Exports have
been reduced by a half in the past few months
for some African countries. The crisis has
also seen currencies of two major importing
countries of horticultural products depreciating.
The British pound has weakened by 28% over
the last year, resulting in a 20% reduction in UK
imports. The Russian Ruble has weakened by
35% during the same period.
THE NETHERLANDS: Trianum is a biological
plant protection product manufactured by Kop-
pert that was voted the second best product at
the 2009 Innovation Awards for Sustainable Crop
Protection. Trianum increases the resistance
of plants to stress caused by diseases, climatic
conditions or sub-optimal feeding and watering
regimes. Trianum increases nutrient uptake,
enhancing the growth and development of roots
and above-ground plant parts. Henk Jan Lutgert,
a member of the jury said, Trianum is a fungus
which combats a fungus and is special because
it is the rst biological product to be authorized
by the Dutch Board for the Authorisation of Plant
Production Products and Biocides (CTgB). The
leaf-dependent spraying system Canopy Density
Spraying, developed by Plant Research Interna-
tionals Jan van de Zande took rst prize.
GERMANY: Klasmann-Deilmann, the global
leader in substrate production, closed the 2008
nancial year with a good result. The new
factory in Lithuania, scheduled to open at the
end of 2009, will increase production capacities
signicantly. In 2008, the company produced a
total of 3.4 million m
3
of substrates and potting
soil. The consolidated revenue of the group was
141 million euros. The number of employees
world-wide remained more or less stable at
964. Twenty ve of these are trainees in techni-
cal, commercial and IT occupations. Managing
director Dr Norbert Siebels commented: The
scarcity of raw materials due to bad weather
conditions in the winter of 2007/2008 led to tem-
porary delivery difculties. Since last summer
we have built up a good stock of raw materials
so that we can start the new year optimistically.
And in addition, we will be starting up pro-
duction at a new, high-performance factory in
Lithuania at the end of the year. All this means
that we can expect a considerable rise in sales,
especially on international markets.
UNITED STATES: The good news echoing out
of the economic tunnel is that oral business
owners are doing what they have to do to keep
moving forward, and the industrys going to
emerge stronger on the other side. It was a
sentiment heard repeatedly in Washington,
D.C., on the Spring Meeting of SAFs volunteer
leadership. We can affect positive change.
We can become better. We can survive, said
SAF President Rod Saline, AAF, of Engwall
Florist & Greenhouses, Inc., in Duluth
Online
The Netherlands
Delifor launches
Chrysanthemum
Zembla Lime
Dutch breeder Delior has launched a refreshing
new Chrysanthemum: Zembla Lime. This stunning
beauty is available as either a disbudded or spray
Chrysanthemum.
The white petals have a bright green edge around
them, which makes the ower a real novelty.
Because of the fresh colors, Zembla Lime is very
suitable for use in spring bouquets. Zembla Lime has
been supplied at the Dutch ower auctions since the
beginning of March. Having the same good characte-
ristics as the well-known Zembla, this trendy variety
has a great future ahead of it. For more information:
www.delior.nl
|||
Iberora and Garden& Landscaping Middle East, the international gar-
dening and landscaping event held in Dubai, have signed an agreement
by which both trade fairs will promote each other in their respective
markets. By working more closely together both trade fairs hope to gain
a bigger share in strategic markets as Europe and the Middle East.
The collaboration takes the form of a reciprocal presence of both trade
fairs at each others events. At the same time, the image of Iberora will
be promoted in all Garden&Landscaping catalogues, as well as on its
webpage. Iberora will also be promoted in Dubai by distributing a range
of promotional material. These actions will then be mirrored by Iberora
in favour of Garden&Landscaping.
Garden&Landscaping Middle East, which is set for May 17 to19, 2009 at
the International Conventions Centre in Dubai, is a trade event organized
by Epoc Messe Frankfurt. The fair is quickly earning a name as a must-vi-
sit event for all players seriously interested in landscaping and gardening;
and especially for Spanish producers of ornamental plants and owers
whose supply is of particular interest for buyers from the United Arab
Emirates, because it suits the climate of the Persian Gulf to perfection.
Iberoras representatives rst visited Dubai last year. More information
on the actions programmed by the fair at which Iberora is taking
an active part will shortly be available on the webpage
http://www.feriavalencia.com/internacional.
|||
Spain
Iberora and Garden&
Landscaping Middle
East join forces
World News
The Fleuroselect organization,
headquartered in Noordwijk,
the Netherlands, is proud to
announce that its prestigious
Gold Medals for the 2010 sea-
son have been awarded to 3
trendy, new cultivars created
by the top breeders to suit all
segments of the ornamentals
market. Gaillardia x grandio-
ra Mesa Yellow, Physostegia
virginiana Crystal Peak and
Sanvitalia speciosa Million
Suns will immediately ap-
peal to growers with their
advanced earliness, compact-
ness and uniformity.
An abundance of fabulous
owers makes the varieties
perfect additions to fashio-
nable retail displays and
excellent container and garden
performance will delight land-
scapers and style-conscious
consumers alike.
The Fleuroselect Gold Medal for
2010 for innovation in breeding
goes to Gaillardia x grandi-
ora Mesa Yellow. Like the
at-topped mountains (mesas)
after which it is named, this
rst commercial-quality, yellow
Gaillardia from seed is a native
of the southern United States.
In common with the at peaks,
Mesa Yellow has a uniform,
regular, even appearance. The
variety particularly impressed
the Fleuroselect judges with
its beauty and abundance of
perfect, novel, yellow owers.
Add an excellent garden per-
formance and a long owering
season and Mesa Yellow is a
truly worthy winner.
Fleuroselect has awarded
its prestigious Gold Medal
for excellence in breeding
and beauty to Physostegia
virginiana Crystal Peak. This
eye-catching new cultivar ts
into the popular, modern range
of annual owering container
perennials, which has brought
traditional perennials to a
wider market. Crystal Peak
demonstrated outstanding
compactness and uniformity
in both pack and garden trials
and the judges were particularly
impressed with its earliness.
The sparkling white peak of per-
fect owers was impressive all
season long and will be a treat
for the container market
The 2010 Fleuroselect Gold
Medal recognising exceptional
developments in ornamental
breeding has been won by San-
vitalia speciosa Million Suns.
This new cultivar shone out as a
real winner with its abundance
of perfectly formed, golden
yellow owers. The Fleuroselect
judges found the variety to
show exceptional compact-
ness, excellent basal branching
and a longer owering period,
impressing from May to the rst
frosts. It was judged to be an
overall superior product for both
growers and consumers alike.
|||
A Cargolux Boeing 747-400, carrying a load of cut
owers from Kenya, veered off the tarmac at Maastricht
Aachen Airport on Tuesday March 17, 2009 after it had
landed and was heading to the cargo terminal, authori-
ties said. None of the crew aboard was injured.
The ight landed safely at 08:45 but apparently expe-
rienced some problems with its steering which caused
it to veer off the taxi route. The aircrafts nosewheel was
bogged in a grassed area at Maastricht Aachen Airport
which has temporarily closed its only runway.
Cargolux Airlines International S.A., trading as Cargolux,
is a cargo airline based in Luxembourg City, Luxem-
bourg. It is one of the largest scheduled all-cargo airlines
in Europe with a global network. Charter ights and
third party maintenance are also operat
|||
Te Netherlands
Cargolux ower jet veers
off tarmac at Maastricht
Aachen Airport

Turkey has exported 50 million stems of cut owers to Europe for
March 8, International Women`s Day.
Antalya Exporters` Associations Chairman Osman Bagdatlioglu told A.A
on Sunday that Women`s Day was celebrated mostly in eastern Euro-
pean countries especially the Balkan countries like Romania and Bulgaria.
He added that upon the demand of those countries, Turkey exported ten
kinds of owers especially carnation and gerbera.
Bagdatlioglu said that Turkey`s ower export for Women`s Day increased
20 percent in 2009 when compared to last year`s Women`s Day. He ad-
ded that they aimed to earn ve million USD from the export.
|||
Turkey
International Womens Day:
Turkeys fower exports up 20%
The Netherlands
Fleuroselect announces its
2010 gold medal winners
FloraHolland 2009
Prices
Weeks 1 to 11 (December 29 to March 13, 2009)
Category Product Quantity % 09:08 Price 09 Price 08
Cut Flowers Alstroemeria 29,203,074 -21.4 0.19 0.19
Anthurium 12,191,631 -3.9 0.53 0.70
Chrysant. 31,275,200 11.1 0.40 0.58
Chrysant. Spray 171.389,238 -9.1 0.26 0.36
Chrysant. Santini 33,564335 -20.1 0.19 0.22
Cymbidium 4,239,310 5.1 2.28 3.68
Cymbidium Mini 2,174,612 -11.6 1.15 1.62
Carnation 15,782,279 -32.5 0.16 0.14
Carnation Spray 7,319,281 -20.9 0.11 0.12
Eustoma russellianum 15,585,256 -9.8 0.35 0.39
Freesia Double 16,198,416 -32.6 0.20 0.20
Freesia 45,064,374 -17.3 0.18 0.19
Gerbera Large 32,205,812 -6.7 0.25 0.30
Gerbera Mini 112,040,321 -3.4 0.11 0.15
Gladiolus 314,880 116,8 0.31 0.28
Helianthus 3,027,980 39.7 0.28 0.41
Hippeastrum 9,536,221 -26.8 0.67 0.59
Hypericum 32,553,560 -8.8 0.15 0.17
Iris 21,639,845 -36.2 0.13 0.10
Lilium Asiatic 6,143,553 -31.9 0.39 0.38
Lilium Longiorum 10,523,112 -8,0 0.38 0.47
Lilium Oriental Hybr. 25,259,903 -11.9 0.70 0.79
Limonium 10,035,510 26.1 0.19 0.25
Rose Large 507,074,790 -2.4 0.29 0.35
Rose Small 159,498,418 -15.6 0.11 0.13
Rose Spray 9,430,875 -23.9 0.31 0.30
Cut green and Decorat. 91,543,241 -16.8 0.14 0.15
Solidago 13,125,676 6.4 0.12 0.18
Tulip 808,884,695 -10.2 0.14 0.15
Total 2,562,677,923 -10.2 0.21 0.24
Indoor Plants Berry/Fruit plants 456,675 5.2 2.97 3.21
Flowering Plants 74,332,277 -2.6 1.10 1.21
Bulb/Tuberous 48,993,145 -20.8 0.78 0.64
Bromelia 7,012,441 -7.8 2.05 2.12
Cactus/Succulent 7,632,903 -9.8 1.17 1.13
Green Plants 33,037,351 -15.8 1.58 1.60
Orchids 23,088,435 33.7 3.94 4.86
Palms 3,966,837 -22.0 2.88 2.59
Ferns 1,882,564 -25.9 1.24 1.14
Total 207,278,401 -8.2 1.50 1.48
Garden Plants Tree/Shrub/Climbing 8,222,016 -0.3 1.53 1.62
Conifers 1,186,132 -8.8 1.07 1.15
Annual/Biennial 13,867,533 -21.1 0.39 0.37
Perennial 8,031,612 -25.3 0.69 0.61
Total 31,287,753 -17.7 0.79 0.74
In Brussels Israeli minister of Foreign Affairs Tzipi Livni
has assured her Dutch counterpart Maxime Verhagen
that Israel will open the Gaza Strips blockaded borders
for Gaza grown export carnations until the end of the
growing season in May, if the security situation allows.
The Netherlands supports 1,500 Palestinian growers
in Gaza. Their fruit and owers are exported to the Net-
herlands via Israel and auctioned at Aalsmeer. Although
the situation is often tense, three consignments totaling
185,000 carnations have been exported since hostilities
erupted between Gaza and Israel earlier this year.
Mr Verhagen was satised with Israels pledge. It shows
that cooperation is a viable alternative to violence and
terror, he said. The hostilities had put a stop to all exports,
costing Gazas horticulture sector millions of euros.
Palestinian growers, however, see the move merely as
propaganda. According to Abdel-Karim Ashour, director
of the Palestinian Agricultural Relief Committee in Gaza,
What happened is only propaganda. It is nothing. The
season is almost nished now.
The closure of the borders and the recent war have had
a negative impact on Gazas commercial ower industry,
with some farmers resorting to uprooting thousands of
owers they can no longer afford to grow.
Commercial ower growing in the Gaza Strip began in
1994 and 1995 when 50 dunams (a dunam is around
1,000 m2) with cut owers mainly carnations- were
planted with the help of Dutch investors. According to
the Palestinian Authority, 40 to 45 million cut owers
were exported from Gaza in 2006, representing more
than 3 per cent of all exports from the Gaza Strip. But
in 2007, according to the Beit Hanoun Agricultural Asso-
ciation, farmers in Gaza have been permitted to export
just 5.5 million cut owers. The losses in ower sales
suffered by Gazan ower growers are believed to have
reached already $3 million.
|||
Israel
Israel opens Gaza
border crossings
for cut owers

Bedding-
plants

Chrysanthemums

'LVFRYHU
RXUYDULHWLHV

Brandkamp GmbH
In der Flora 6
D-46419 Isselburg-Anholt
Tel.: +49 2874 91 36-0
Fax : +49 2874 91 36-22
info@brandkamp.de www.brandkamp.de

www.f oracultureinternational.com
||oroCu|ture |rterrot|oro||es
]our future...
nnn%fiXZlckli\`ek\ieXk`feXc%Zfd
Lifestyle Marketing
WWWWWWoooorrrrkkkkkkiiiiinnnngggg ttttooooggggeeeetttthhhhhheeeerrrr...
Pascal Koeleman
(pascal@2dezign.nl)
and Rudi Tuinman
(rudi@2dezign.nl)
The Group of 6 lily companies is sup-
ported by professional advice from
Flora Holland Connect, to professio-
nalise their activities on trade fairs,
advise them with branche information,
and support them with the direct sales.
2Dezign is responsible for visualising
the common strengths of the Group to
the outside world and have designed a
unique lifestyle stand and little yer to
show the strength of the group, a real
mark of high level marketing.
Zentoo and Dutch Creations are other
successful marketing cooperations.
(www.borninholland.nl)
Working together is a must in todays market. By coupling the
common strengths of individual businesses there are many
advantages to be realised in various areas. Of particular
importance is the unique image which can evolve from coo-
peration, making the products distinctive among the many
owers and plants that every buyer, trader and retailer sees
when visiting the numerous locations and trade fairs.
Similarly to the other branches in the trade it is important
that our commercial prole is professional, dictating
how a company or group presents itself to their potential
clients and the rest of the world. This is explicit in
becoming distinguishable from the majority and the only
means to build a reputation for high quality.
The practical advantages of working together include: an
ability to present trade and retail with a wider assortment
and hence a one-stop shopping address; the assortment
can be expanded to incorporate added value concepts
giving extra inspiration, for example through a display of
lifestyle arrangements depicting the available colour com-
binations or packaging options; when stepping out into the
public arena, one look and feel also has a tremendous
impact since combined budgets give more room to develop
unique and distinctive stands or presentations.
It is critical, however, that a stand or presentation at a
trade show or in the auctions is not, so to say, dripping
with gold. On the contrary, widespread recognition and
demand relies on visitors experiencing a more attainable,
but still desirable lifestyle feeling. In the rst instance,
buyers have to be stimulated and their senses aroused
to remember the experience. At a later date, once the
same feelings have been spread among their consumers,
trading relations can be reinforced.
The essence of being different cannot be underestimated
but it is not always easy at a trade showunless of
course, as the Lily Group would say, you participate in
a lingerie event. Then the lilies certainly would stand
out from the rest of the exhibits! Although the latter may
not be possible, or even wanted, the emphasis has to be
placed on creating recognition through a professional
and attractive experience that is different from the rest.
With increases in fuel
prices and a slowing
economy worldwide,
the ower industry is
showing increasing
interest in sea freight
distribution which in
some instances can
reduce freight costs
by up to 50%.
Cargo
by Anabel Evans and
Ron van der Ploeg
of bananas. Israeli growers too,
export their ornamentals by boat.
Foliage accounts for 85% of the
sea freight, although solidago,
waxfower, gypsophila and phlox
can also be found on board. In the
Netherlands, cut fower exporters
such as Holex Flower
1
access North
America via main shipping routes
from Rotterdam to New York and
Montreal. Also Oudendijk Import
has been a major force behind the
development of sea freight distri-
bution of cut fowers and foliage.
According to Don van der Meer,
manager Oudendijk Import, last
year his company handled more
than 200 containers with protea,
leucadendron, foliage and hyperi-
cum from South Africa, Portugal
and Ecuador. At the same time,
some African growers have perfor-
med several pilot projects. Some
have been successful, some not. A
number of reasons can be given for
the failure of some of these projects.
Existing quality problems with ro-
ses such as botrytis, downy mildew
and poor temperature management
are the biggest logistic challenges to
be overcome.
Mystery
Horticultural fresh produce is
not new to sea freight
2
and in
theory almost all fower types can
be transported by sea container.
Jeroen van der Hulst, managing
director FlowerWatch, a leading
provider of quality assessment sy-
stems doesnt understand the mys-
tery surrounding the sea freight
distribution of cut fowers. Tere
is nothing revolutionary about it.
Cooled at the right temperature,
diferent types of cut fowers can
be kept in good condition for
several weeks, provided the cool
chain requirements have been
A
lthough industry profes-
sionals are hesitant to
share data on volume, in
2008 more fowers than ever have
defnitely been transported by
sea freight. Five to ten containers
of hypericum, gypsophila and
carnations are exported out of
Ecuador and Colombia to the EU
by sea container each week. Tis
is mainly due to the availability
of regularly sailing ships used by
banana exporters. As cut fowers
are relatively light in weight, they
can be added to the heavy loads
Sea freight
on the rise
OOOOOOnnnn ttttthhhhhhheeee rrrrooooaaaadddddddd
Rutges Cargo is a European truck operator with
integrated logistics solutions for the international
air-cargo industry, perishable, hi-tech and phar-
maceutical sectors. Jason Breakwell, commercial
manager, comments that Rutges has received
more enquiries in the rst two months of this year
from the horticulture and fresh food sectors than
in the same period in previous years. The changes
in air cargo schedules as airlines are hit by the
economic downturn are seen as the reason for the
road feeder network becoming more important;
the lower frequency of the direct cut ower
connections forcing shipments to various other
airports and a second transfer to the nal desti-
nation. Breakwell
says, We are not
seeing a downturn
in our shipments of
cut owers, mainly
from South America
and East Africa for
western Europe. In
fact our attention to
procedures when
handling vulnerable
shipments has
increased our busi-
ness in this sector
year on year. Credit: A.P. Moller Maersk
>>>
OOOOOOvvvveeeerrrr tttthhhhhheeee SSSSSSeeeeaaaa
Maersk Line to enter Ethiopian exports:
Attracted by the growing horticulture sector in
Ethiopia, Maersk, one of the top shipping lines in
the world with over 325 ofces in 125 countries, is to
introduce horticulture sea freight to Ethiopia. This
will enable the exporters to reduce transportation
costs by shortening the chain between the producers
and nal destinations, says Ian Fairlie, Area Reefer
Manager for Sub Saharan Africa.
FloraHolland participates in sea freight pilot projects:
In 2005 FloraHolland became involved for the rst time
in sea transport when it participated in the Maersk
Starower project. Since 2006 the Aalsmeer Auction
has been involved in its own sea transport project.
FloraHollands Martien de Ruiter sets out the current
status of the sea freight projects at FloraHolland.
Which shipping routes are you using for the trials?
Ecuador, Colombia and Kenya.
What is your opinion on cost reduction?
It is strongly dependant on the transport route. First-
ly, the advantage of a ower shipment from Kenya
to the Netherlands is smaller than a shipment from
Colombia to the Netherlands. Secondly, sea transport
is not a done deal, you need a lot of guidance and
coordination to make it successful That means that
if you compare rates between the air and shipping
lines, you will nd that there is potential benet.
But you also have to calculate the consultancy and
guidance costs which you need to make this work.
What are the advantages of sea freight?
Firstly an unbroken cool chain from farm to customer.
This means that you can control the quality of the
owers better. We have found that in a lot of cases
owers coming out of containers giving at least
equal if not more days of vase-life than owers out of
airfreight. Secondly, the cost advantage is important.
Thirdly, you see that some retailers value the green
image sea freight has.
What are the limitations of sea freight?
Sailing schedules. Most airlines y a specic route
each day. In most cases a sea vessel only leaves once
a week. For the trade this means a
approach at order moments and for the expected
time of arrival. Another disadvantage is the amount of
boxes to be shipped at once. A 40ft container contains
about 180,000 rose stems. Thats a lot of stems to be
handled at one moment in time, not only for a grower,
but also for an importer. We believe in consolidated
loads, but that brings new logistic challenges in
countries like Kenya and Ethiopia. You need to control
the cool chain better in that case.
International logistic centre in Ecuador:
Oudendijk Group opened a new logistic centre last
year at San MateoParque Commercial Park (about 2
hours north of Quito and 3 km from their own hype-
ricum farm). The cold store and business premises
(including ofces and a canteen) are operational for
growers requiring logistic services.
Oudendijks new International Logistic Centre in Ecuador.
Cargo
IIIInn ttthhhhhee AAAAiiiirr
Ethiopian Airlines responds to
Ethiopias economic expansion:
In May 2006 a new facility was
made operational (handling goods
coming from the horticultural indus-
try as well as the meat and textile
sector and considered to be one
the most sophisticated facilities
in the continent). The current
growth in exports demands another
expansion. The design for the new
building is nished and commented
on by different parties like USAID,
FloraHolland and a delegation of
the Dutch Embassy. As soon as the
construction plans are approved by
the airline itself, the construction
process will commence. Mr Busera
Awel, Vice President Commercial,
estimates the building to begin in
the second quarter of this year. He
said it would not take more than
two years to nalize the project and
make the new facility operational.
New MD11 freighters: Furthermore
Ethiopian Airlines has purchased
two MD11 freighters that can load
up to 85 tons per plane. The rst
plane has taken off in February
this year, told Mr Gebremichael
Biwota, Director Cargo Marketing.
The second MD 11 will be touching
the sky by July 2009. This will bring
the total of freight aircrafts to 6. The
airline is now ying 2 Boeings type
747 and 2 type 757s. The aim is to
have 4 MD11s and 3 Boeings 757
available in the coming 5 years.
KLM Cargo party to Chicago
project: The Air France Cargo
KLM Cargo network covers over
350 destinations in 175 countries
worldwide. From the main hubs:
Paris-Charles de Gaulle and
Amsterdam Airport Schiphol, direct
access is provided to and from the
most important trading centres in
Europe; to optimize the road feeder
network several regional hubs also
exist. KLM Cargo (together with
FloraHolland) will also be part of
the group of companies providing
specic logistical know-how in
the eld of oricultural products to
develop a new logistics centre for
owers at Chicagos OHare Airport.
The logistics centre for owers
at Chicagos OHare Airport, the
worlds second busiest airport with
an annual passenger turnover of
some 75 million, will be part of an
updated Cargo Section. If all goes
according to plan the new logistics
centre will open in 2010. OHare Air-
port wishes to reinforce its function
as a global airfreight distribution
centre. Chicagos central location
simplies national distribution.
In addition it is an ideal meeting
place for ights from Europe, Asia
and South America, which is very
important for the shipment of non-
durable goods.
Cargolux Airlines International
setting new standards
4
: Cargolux
Airlines International, based in
Luxembourg, is the launch custo-
mer of the next-generation Boeing
B747-8F, which will be even more
fuel-efcient and produce lower
noise disturbances to commu-
nities surrounding the airports
where Cargolux operates. The rst
aircraft will join the eet in the se-
cond half of 2010; the company has
13 of this new generation aircraft
on order, plus 10 purchase rights
and 2 options.
Packing and stacking
How the cut fowers are packaged
and stacked in the reefer contai-
ners also impacts the quality of
the fowers on delivery. Tere is a
capacity for 500 boxes in a 40-foot
container. Dry packing is the most
common. Van der Hulst adds, But
the boxes should be designed to
withstand the humid conditions.
Most fower growers for example
tend to use the standard air freight
link causes disruption of the cool
chain and means quality loss. Te
best way to maintain the cool chain
for perishable products is having a
limited number of links. Te sea
freight of cut fowers includes only
three links: grower, refrigerated
container (reefer) and receiver. Te
reefer controls the temperature,
ventilation and humidity during
transportation, which is not pos-
sible with air transport.
rigorously taken into account, says
Van der Hulst showing us a text-
book for horticulture from 1986 in
which all varieties, corresponding
temperatures and shelf life are listed
in detail. Van der Hulst identi-
fes temperature monitoring and
control, starting when the product
is harvested on farm, as critical:
Our FlowerWatch program
3
aims
to maintain the cut fowers at a
temperature of 1C. One weak
Cargo terminal Addis Ababa
IIIIIIIsssss FFFFFFFlllllllooooorrrrriiiiiiiLLLLLLLoooooggggg fffffffooooorrrrr yyyyyooooouuuuu???????
by Frank Engelbart and Arjen van Nuland. Started in 2005, in the
Netherlands, the FloriLog project reached completion at the end of last
year. This project aimed to answer questions as to how the ornamentals
sector can strengthen its European retail marketing activities by both
integrating and anticipating domestic and imported sources and thereby
facilitate international logistics. At this moment logistic services are
still too much of an isolated activity. By bringing logistics together
into a European network of Trade Parks along with other activities
(such as commerce, marketing, import, collection, trade, distribution,
processing, packaging, quality and control) added value can be created
within the logistical processes. The Trade Parks offer the possibility of
creating economies of scale at an international level. European ows
could be integrated with local ows, where at present these are still
frequently transported apart from each other. There would be a number
of advantages gained as a result of this increased logistical efciency:
more prot could be realised; the more streamlined volume ows would
give new techniques such as multi-channel marketing a greater chance;
there would be better opportunities for isolated areas; faster realisation
of a broader assortment becomes possible. The European growers can
provide their products by means of the Trade Park while the Trade Park
offers them the opportunity to reach a larger European consumer group.
The Trade Parks will also permit clusters of European traders to coope-
rate in the matter of assortments and sales actions. A logical role for the
auctions, in addition to the quality control, sourcing and other auction
tasks, is to facilitate the Trade Parks by acting as the landlord of the pre-
mises. By introducing these locations there would no longer be the ne-
cessity for exporters and wholesalers to independently rent spaces; they
would also be able to maximise their haulage efciency by combining
freight. At this moment the feasibility of the rst Trade Park in Germany
is being examined. To receive sufcient volume for a Trade Park it will
be necessary to build an international network of growers, trade parties
and exporters. In total, six to nine Trade Parks are envisaged in Europe.
These Trade Parks offer good chances to service multi-channel markets.
Within the framework of Greenports Netherlands it is also being
examined if transport by train can be started up. The open character of
this proposal offers the chance for everyone to participate who wants to.
(Frank.Engelbart@Rijnconsult.nl / Arjen.vanNuland@Rijnconsult.nl)
boxes, which are unsuitable for
sea freight because they lack air
circulation and strength. Te very
best option would be to use 5 layer
cardboard boxes. According to Van
der Hulst sea freight of cut fowers
may have huge potential in the
near future. Tere is a strong track
record of successful shipments.
In my opinion the number of
products, destinations and routes
will increase in the next few years.
Much depends on the size of the
company, the right product, direct
routes and available vessels. More
shipping companies would be more
than welcome.
Quality
In some cases the costs of trans-
portation by sea freight may be up
to 30% to 50% lower than by air
freight. In general, the higher the
current air freight rates, the more
opportunities a country has; for
example, air freight from Ecuador
is currently US$1/ kilo more expen-
sive than from Kenya.
Don van der Meer, manager Ouden-
dijk Import, says that his company
has reported signifcant cost savings
of up to 50% by using sea freight.
Nevertheless, his motivation for sea
freight is based on quality, quality
and quality. We are convinced that
for specifc products sea freight is a
better alternative to air transport. It
frequently happens that products
which have travelled two days by
plane show much more damage than
those transported 14 days by boat.
Van der Meer has noticed a dif-
ference in the transport stress tole-
rance of cultivars. Not only growers
but breeders as well are critical to the
success factor. Breeders and growers
will have to work together more and
more in selecting the most adequate
cultivars for sea transport. In this
context, Oudendijk Import fnds
itself in the luxurious position of
having its own breeding company
for proteas.
Disappointments
Te sea containers are a standard
size and can guarantee pre-pro-
grammed environmental condi-
tions. Still the success rate is not
100%. Firstly, standard clearance
procedures at ports for example, are
organized but do not always run
as smoothly as at the airports. Te
procedures surrounding phyto-
sanitary inspections can be a lengthy
process, delaying the release of the
containers on arrival. Secondly,
cut fowers are relatively new to
most shipping companies and the
limited volumes currently involved
do not allow any demands to be
put on the shippers with regards to
transport times or whether there is
a direct route or a trans-shipment
involved. To put this into some sort
of perspective, the leading shipping
company Maersk Line serves 20,000
ports, between which the routes are
changing constantly. Van der Meer
agrees when he says, Te limited
volumes defnitely play a huge role.
Unlike air transport try outs with sea
freight are much more complicated.
By plane you can always try out a
small shipment sending it by post,
but with 200,000 fower stems
trial shipments are much more dif-
fcult to perform. Big volumes also
demand big buyers who are able to
handle and sell a huge quantity of
fowers in a short period of time.
In the past lots of things have gone
wrong. Now lots of parties are acting
on their own instead of coopera-
ting with each other. You cannot
simply decide one day or another to
transport your fowers by boat and
then just wait and see what happens.
Errors in the crop protection system
at the fower farm can lead to a
higher incidence of botrytis in roses,
in this case sea transport should not
even been considered.
Facing disappointment after disap-
pointment with fowers transported
by sea, a group of Dutch buyers at
the FloraHolland auction will be
pleading for a note at the clock front
saying sea freight when fowers
transported by sea pass in front
of the clock. Van der Meer fnds
this plea regrettable. Its all about
quality nothing more nothing less.
It has nothing to do with sea freight.
And yes, if I have to buy fowers for
my wife I would prefer fowers that
have travelled a long way under the
best cooling conditions to fowers
which were quick to arrive, and also,
unfortunately quick to wilt.
|||
1
FCI January 2008, pg 12 Sea freight gathers momentum
2
FCI October 2007, pg 36 Sea freight distribution
3
FCI April 2008, pg 14 Temperature and Teamwork are keys to Quality
4
FCI April 2008, pg 44 Setting new standards
Awareness of
sustainable
development has been
slower to emerge
as a major society
expectation and
market demand in
France. Nevertheless,
following the
initiative of a handful
of growers and the
French garden centre
- Botanic, and some
positive government
policy, it is now
becoming a hot issue
that is generating a
number of initiatives
in the ornamental
industry.
France
by Marie-Franoise Petitjean
(mf.petitjean@orange.fr)
accredited certifcations. Ornamental
plant suppliers have been given three
years (until 2010) to embark on the
MPS ABC environmental monito-
ring scheme. For imported fowers,
Botanic promotes Fair Flowers Fair
Plants (FFP) certifed fowers.
Jean-Marc Riva confrms the pact
orientates our whole purchasing
policy. We are frst and foremost
accompanying our present suppliers
in our action, while setting up new
sourcing, when necessary. Our com-
mitment has also led to us increasing
our regional supply.
If other garden centre chains initially
expressed scepticism regarding this
initiative, several, like Trufaut, are
now following Botanics
tracks by publishing
their own mission
statement under
the motto Plus
belle sera la
terre (for a
smarter earth)
and a set of 8
commitments
of which
preferentially
sourcing MPS
or organic certi-
fed plants.
and replaced by alternative natural
products. Tis was a risky decision,
since most gardeners lack know-
how on crop protection, but the
challenge seems to have been taken
up. Except for weeding, where few
other alternatives to mechanical
or heat weeding can be proposed,
we have worked out alternative
solutions with our suppliers, says
Jean-Marc Riva, purchase manager.
Botanic is also working towards pha-
sing out all products using disposa-
ble batteries, PVC and conventional
light bulbs.
Under objective 100% of the pact,
all food products sold, including
herbs and garden plants, must be
organic. Points of sale have been
enriched with new organic
food markets, as well as
organic hygiene and
beauty products and
the Caf Philo,
where consumers
are invited to
participate in
debates while
enjoying organic
and fair-trade food,
cofee and tea. All
product lines must
prove themselves to
have been produced in an
environmental and socially
responsible way through
B
otanic is a chain of garden
centres with 62 points of sale
in France and two in Italy.
Since its inception in 1995, a focus
has been put on environmentally-
friendly options, with points of sale
preferentially using natural material,
like wood. However, sustainability
was really established as a corporate
strategy in 2005, when Botanic cre-
ated eco-gardener corners at their
points of sale to advise customers on
alternative protection methods, they
also stopped sending paper publicity
in the mailbox and they phased out
the sale of chemical crop protection
agents and fertilisers.
In 2007, Botanic passed a major
milestone by publishing their
mission statement to be the frst
alternative network of shops for
natural, ecological and organic pro-
ducts for the garden, house, persons
and pets. Botanics vision is that
sustainable development is a long
term orientation that every citizen
and economic stakeholder has to
embrace. Trough their motto:
towards a new way of living,
Botanic express their intention to
push and accompany consumers in
this change. Today, the French are
ready to change their behaviour and
adopt more responsible consump-
tion patterns, as long as we propose
practical solutions. Botanic wants to
play a role in this dramatic change
in production and consumption,
says Luc Blanchet, chairman.
Tis commitment to sustainabi-
lity forms the subject of Botanics
strategic pact, a three year action
plan comprising four objectives and
25 practical and measurable com-
mitments covering all components
of the business: supply, product
policy, points-of-sale, logistics and
communication.
In 2008, under objective zero,
all chemical crop protection agents
were withdrawn from the shelves
France turns Green
Retailers: Botanic leads the way
towards a new way of living
If other garden centre chains initially
expressed scepticism regarding this
initiative, several, like Trufaut, are
now following Botanics
tracks by publishing
their own mission
statement under
the motto Plus
belle sera la
terre (for a
smarter earth)
and a set of 8
commitments
of which
preferentially
sourcing MPS
or organic certi-
fed plants.
Under objective 100% of the pact,
all food products sold, including
herbs and garden plants, must be
organic. Points of sale have been
enriched with new organic
food markets, as well as
organic hygiene and
beauty products and
the Caf Philo,
where consumers
are invited to
participate in
debates while
enjoying organic
and fair-trade food,
cofee and tea. All
product lines must
prove themselves to
have been produced in an
environmental and socially
responsible way through
I
n 2000 MPS pioneered envi-
ronmental management in fo-
riculture in France. At that time,
there was no clear market demand,
but the growers association FNPHP
anticipated MPS would become
inescapable and in 2001 took the
initiative to have a French pilot
group established in order to get a
scorecard adapted to local conditi-
ons of production. A handful of gro-
wers joined from the beginning, most
of them from the nursery stock sector.
Today, MPS has 80 French members
representing around 12% of the Fre-
nch, farm gate value of production
and is by far the most established
eco-label; there are also four or fve
other companies committed to the
national Good Agricultural Practice
(FARRE) scheme or ISO 14001.
Several companies are moving to
organic production, especially in
the feld of garden plants and herbs
(aromatic plants). Two of them
introduced their concepts during
the Salon du Vgtal; Hortitouraine,
who won the Bronze Innovert
Award for their Vivenat concept,
and Taugourdeau Plantes & Plants.
Hortitouraine is growing 6 million
bedding plants and garden plants in
central France on a 7 ha operation.
Growing organic was in our plans
for several years. We recently had
the opportunity to buy an adjacent
farm devoted to organic production
which enabled us to grow our frst
organic crops right away without
waiting the prescribed three years
to get the of cial, French AB
organic certifcation, says Jacques
Gauthier, owner of the company.
Production, packaging, proximity
and seasonality, every aspect of the
Vivenat concept has been reviewed
for sustainability; seeds and pot-
ting soil are also organic. Plants
are grown in plugs and packed in a
natural wooden crate coming from
local sustainable forest. Te concept
does not include any full-colour
labels or facings and consumers are
invited to visit the Vivenat website
to download growing information.
Last but not least, Jacques Gauthier
wants to stick to natural seasonality.
We will not market the product
before April 10 to 15, depending
on the weather, to maximize chan-
ces of success in the garden. Te
response from all major retailers,
especially garden centres, has been
enthusiastic and goes beyond our
expectations, which proves that
we are on the right track. We have
scaled up our production plans
from 200 to 500,000 plants for the
frst year. Tis is pushing us to ac-
celerate the implementation of our
strategic plan by developing agree-
ments with a network of growers
able to grow Vivenat according to
our strict specifcations. A network
of growers is the condition to fulfl
the high demand while staying con-
sistent with sustainability and the
locally grown option.
Fair trade: cut owers
on the forefront
Two international programmes
are actively promoting fair trade
fowers, mainly roses from deve-
loping countries. Max Havelaar is
present at Trufaut, several mass
marketers as well as a large num-
ber of independent forists; FFP
fowers are now sold in 114 forists
and retail shops, amongst these
are the Botanic and Le Bouquet
Nantais networks.
>>>
Production:
MPS recognized by the
market, some growers
go for organic
Government policy
T
he government is acti-
vely working on a legal
framework for sustainable
agriculture. In 2007, the French go-
vernment organised the Grenelle de
lEnvironnement, a wide-ranging
discussion involving all stakeholders,
the conclusions and recommenda-
tions from this initiative have led to
the Grenelle 1 law that has just been
approved by the French Parliament.
Among a wide set of measures co-
vering all economic felds, two will
directly impact on horticulture.
Firstly, by 2012 all pesticides
considered worrying will see their
France
approval withdrawn. A frst list of
30 active ingredients has already
been published; it will be followed
by a list of 20 others. Tese lists
are presently being discussed at
European level. Growers in orna-
mental horticulture fear that this
policy will lead to phytosanitary
deadlocks in the protection against
harmful organisms.
Secondly, within the same
timeframe 50% of farms should
have embarked on environmental
certifcation, with three levels
up to the governmental High
Environmental Value (HVE) cer-
tifcation. Te scheme will cover
biodiversity, phytosanitary usage,
fertiliser and water management
and energy consumption. Te
frst level comprises an obligation
of means (good practice) while
level three incurs an obligation of
registration and result. Te HVE
scheme should not replace existing
schemes. Discussions are being
held to see how, and to which
level, existing schemes like MPS
will be benchmarked as growers
want to avoid piling-up multiple
certifcations.
Te Grenelle law has also been
seen by the sector as an opportu-
nity to stake a claim for the value
of plants in public amenities. Te
Landscapers Association, UNEP,
made a strong and successful lobby
to ensure that trees and plants
are expressly mentioned in the
law as a means to improve the
environment, quality of air and
water, health and social cohesion.
France is a partner in the Green
City campaign destined to be an
important issue for the political
decision-makers.
All these initiatives lead to more
sustainable horticulture, even if we
cannot yet talk about a concerted
national action plan. Tis could be
a new opportunity for ornamental
products, but it will also create chal-
lenges for growers as demand and
retailers action develop faster than
production. Tis could have the per-
nicious efect of increasing imports,
as we have already seen take place in
the organic food sector.
|||
AAAAAA ddddddeeeepppprrrreeeesssssssseeeedddddd mmmmaaaarrrrkkkkkkeeeetttt
French production covers 22 000 ha, mostly in pot
and bedding plants (45%) and nursery stock (38%).
Although widely disseminated over the whole country,
several regions lead the way, like Pays de la Loire for
pot plants and nursery stock, or the Var region (French
Riviera) for cut owers.
Key gures on French production:
Number of growers: 6644
Area under production: 21 798 hectares,
of which 1 900 ha covered
Value of production at farm gate: 1 769 million
Companies are mostly family owned farms, with an
average of 4000 m of covered crops and 3 ha of nursery
stock. Because consumption markets are nearby, the
majority of growers have developed short distribution
channels: 26,6% of owers and plants are sold directly
to the consumer and 6% to orists, while 28% go to
retailers (garden centres, supermarkets or DIY stores),
16% to wholesalers and 12% to landscapers or public
authorities. These short outlets explain t he absence of
consolidation (less than 10% of production is marketed
to growers organisations) and specialisation.
What used to be an opportunity in the past has today
become a weakness : the increasing concentration of
buyers, be they supermarkets or orist networks, makes
it difcult for a single grower to serve the distribution
market and has so far led to an increase in imports,
mostly from Dutch exporters. Beyond this structural fea-
ture, the increasing demand for Mediterranean plants is
protable to Southern European countries, like Italy and
Spain. Thus, production is facing hard time. Some region,
like the Loire Valley have taken the measure of the threat
and are working on an action plan to build on compara-
tive advantages, like quality of quite bigger plants that
the common offer from Northern Europe, proximity and
sustainable practice.
A DECLINING CONSUMPTION
With 62 million inhabitants, France1 is the third con-
sumer market in Europe, after Germany and the United
Kingdom. Consumption is estimated at 2,9 billion, of
which 2,1 billion for owers and indoor plants and
827 million for outdoor plants.
The market is mature, with a slightly decreasing trend
consumption patterns for more than 5 years, both in
terms of purchases and the number of buyers. The rst
gures for 2008 seem to conrm the decrease, with a
3,6% decrease in indoor plants (-5,30% in quantities)
and 2.1% decrease in outdoor plants purchases (7,4%
in quantities), mainly attributable to the last 3 month
crisis. This is not good new for a sector desperately
looking forward a good season. Nevertheless, the drop
in quantity is higher than the drop in expenses, which
could indicate a higher average price per purchase.
Purchases of owers and plants in France is linked
to special events or public holidays, who represent
54% of the purchases against 28,5% for cemeteries (all
saints chrysanthemum or Erica) and 18 % for own use.
Development has taken place for owering plants,
with high-value presentation, like Phalaenopsis,
while cut ower consumption is more under pressure.
According to some analysts, consumers would reduce
the frequency of purchase, but then opt for a product
with a potential longer lifetime. Garden centres and
orist networks are gaining market share at the ex-
pense of traditional orist shops and street vendors.
PURPOSE OF PURCHASE
The picture for outdoor plants is comparable,
however with a higher difference between the drop
in quantities purchased and purchase value. This is
especially due to the balcony and terrace segment,
with more expensive container items than bare root
plants for the garden. Ornamental shrubs, small fruit
(berry shrubs), are on the rise, while conifers, bedding
plants, bulbs and rose bushes are down.
Garden centres and growers have initiated discus-
sions on how to revive consumption, and a number of
initiatives to respond consumers demand are taking
place in the eld of marketing, service and sustainability.
But uncertainty is high on market perspectives, as the
consumer is presently divided between conicting ex-
pectations of nature and sustainable development, low
price and life-style high value products. This creates
an exciting challenge and a chance for growers and
garden centres in search for the perfect combination: a
trendy AND sustainable AND value for money plant.
Quantities
(M )
Change
(%)
Value
(%)
Change
(%)
Flowers / indoor plants 182,9 -5,30 2069,7 -3,60
Outdoor plants 412,2 -7,40 826,6 -2,10
Own use Gift Cemetery
Flowers / indoor plants 17,70 % 53,70 % 28,50 %
Garden Terraces
and balcony
Cemetery
Outdoor plants 66,60 % 27,90 % 5,50 %
Source : VALHOR 2008
5%
92 ME
670 ME
424 ME
376 ME
207 ME
12%
21%
24%
38%
Nursery stock
Pot plants
Bedding plants
Cut fowers
Bulb and others
1
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NyVU Modulair Executive MBA:
special attention for Hortibusiness
The South African
Flower Growers
Association (SAFGA)
, together with the
South Africa Export
Council (SAFEC),
create a professional
community for
growers to exchange
knowledge and judge
the potential of new
market opportunities.
South Africa
by Cilla Lowen
(cilla@oracultureinternational.com)
works closely with the Department
of Trade and Industry (DTI) and
forms part of the Trade Export
South Africa (TESA) council
which meets on a quarterly basis.
Compared to some other industries
represented at TESA, the South Af-
rican foricultural industry is small
achieving export sales of R524
million (41 million) in 2008.
SAFECs outward missions are
funded by DTI, and appointments
with interested parties set up by
consulates and embassies. On their
return, SAFEC shares contact
details with their members to
follow up. SAFEC itself sponsors
its members on outward missi-
ons with trips to Poland, Russia,
Argentina and China taking place
last year. In this case, members are
expected to share their informa-
tion with other export members.
An indicator of the success of these
missions is that importers from
Spain and China have since visited
South Africa to continue negotiati-
ons. Hosting and dealing with
queries of such inward missions is
another function of SAFEC.
Communication
SAFGA employs several communi-
cation methods to achieve its objec-
tives. In mid-2008 its website (www.
safower.co.za) became operational.
Tis year, each portfolio manager
to share information and discuss
their experiences. Study groups
are planned for growers of roses,
gerberas and chrysanthemums.
SAFGA also liaises with the De-
partment of Agriculture on factors
afecting growers, such as policy
changes and labour matters, and
then informs its members.
Lobbying with the auctions for
fair practices for growers is another
function. In commenting on changes
created by the economic downturn,
Duif says, Te trend is that growers
of good quality product are now
selling directly to wholesalers and
bypassing the auctions.
Responding to technical queries
from members, non-members and
international parties is another of
SAFGAs functions. Tis could in-
volve linking importers with growers,
or helping growers with information
on topics such as fertilisers, soil types
and spraying programs. Tey do this
by putting members in touch with
relevant consultants.
New markets
Of SAFECs functions Duif says:
Our main criterion is looking for
new markets. We fnd with outward
missions we get better closure. Last
year SAFEC members visited im-
porters in Spain who are interested
in proteaceae and chrysanthemums.
To facilitate export trade SAFEC
I
n 1959, ten cut fower growers
took the initiative to establish
the South African Flower
Growers Association (SAFGA), a
non-proft organization, with the
aim building communication and
creating learning opportunities
for themselves and others in the
industry. Seeing the need for a mar-
keting function, in 1999 SAFGA
established the South Africa Export
Council (SAFEC) a separate non-
proft organization falling under the
umbrella of SAFGA. As the name
implies, SAFECs prime function
is to promote South African cut
fowers to overseas markets.
To date SAFGA has 120 members.
Its core membership consists of cut
fower, bulb and pot plant growers.
Exporters, freight forwarders,
af liated product and service indu-
stries like packaging suppliers and
greenhouse construction companies
and consultants working in the
feld of foriculture, constitute the
balance. Key members in the mix are
Multifora, which is South Africas
main auction located in Johannes-
burg, plus two smaller auctions in
the same province, as well as Flower
Dynamics, an e-trade auction.
Another member who provides an
important perspective is Interfora
African Areas.
Ren Schoenmaker, managing
director of Bergforas Johannesburg
branch, serves as chairperson of
SAFGA. Bergfora is one of South
Africas top export companies. His
vice-chairperson at SAFGA is Jac
Duif, a horticultural consultant
for cut fowers and bedding plants.
Duif, with 40 years experience in
foriculture to his credit, also serves
as CEO of SAFEC.
Functions
SAFGAs main function is to
communicate with growers and to
create learning opportunities for
them, says Duif. One example of
a learning opportunity is the two
study groups organised for growers
of lisianthus who came together
A network to know
SAFGA Growers Day held at Safropa
Farm in northern South Africa. (Photo by
courtesy of Undercover Farming)
SAFGA exhibition at Plantimex
Traders Day. (Photo by courtesy
of Undercover Farming)
Te Google Game
With the internet so readily available, in most parts of the world,
and with the many options this media brings with it, if you have a
few minutes to spare why not play the Google game?
Its really very simple, think of something, or someone, and Google
it (that is search for it on the Google search engine). Te frst piece
of info you get is how many pages Google found that have an entry
with that same name, on the left (or right side) you get info from
companies that have paid Google in the hope that you will click on
them frst and then you get the whole list.
I started with my name Leaora. So what did I fnd? Tinkbaby-
names.com, here is what they have to say. Leaora \le(o)-ra\ is
pronounced lee-OR-ah. It is of Greek origin, and its meaning is
compassion, light. Now that explains why I love Greek salad. I
found a Leaora at the Department of Corrections in Washington
State, it would also seem to be the case that there are a lot of Leaoras
in the real estate business and in April a Leaora is registered for a
car race, but by far the best is the Leaora at Vampirefreaks.com.
When I searched my surname, Policar, the frst thing Google asked
me was maybe I meant Police no I didnt. Te frst site I got
was in Italian. Policar.info is a site dedicated to slot cars - thats toy
racing cars - that were around in the 60s and 70s. Tey even have
a Policar Mini. Ten I found Captain Darrin Policar, the Pirate of
Geneseo, hmm... does that mean I married into a pirate family?
When I Googled my kids names I also got some interesting results.
When I searched Gahl, my eldest sons name, I found dancers, a
genome researcher, a cosmic navigator and a symphony director.
Under Aylah I was immediately taken to a site called Chinese-tools.
com and the name was miraculously transformed into Chinese
characters. For my youngest, Timna, there was lots of stuf about
Timna park, the place where King Solomon mined copper.
I couldnt help myself; I just had to try Anabel. So here goes.
Did you know that according to Wikipedia its a Spanish version
of Annabel. You have the Anabel comics, songs on You Tube, hotels
and even a vegetarian dish at the Anabel Taylor restaurant. You have
rugs, tennis players, artists, an escort service, a phone company in
Nigeria and an organisation looking for engineers in Anabel,
Missouri. Te strangest thing I found was Anabelassociates.com
where you have the Anabel team, two funny-looking people dressed
as cooks and what do they do? Cook? No, these people translate
from English to French.
So, next time you have a bit of time to spare, why not try this game.
Touch
by Leaora Policar
Leaora Policar, together with
her husband Eyal, runs a owerfarm
in the Arava Desert in Southern Israel.
Leaora@arava.co.il
on SAFGAs committee will submit
a monthly report for the website.
Tese reports will also be included
in SAFGAs monthly newsletter for
members. Another advantage for
members is access to statistical data
of national and export foriculture
sales fgures on the website.
Te bi-monthly national magazine
Undercover Farming provides
regular editorial opportunity for
SAFGA to get its message across
and is sent free to the organisati-
ons members. As SAFGA is a part-
ner of FloraCulture International,
its members receive a free copy of
this magazine too. Participation
in international trade exhibitions
is another communication tool
used. Te 2006 Hortifair was the
most recent. But the highlights on
the SAFGA calendar are Growers
Days and the Annual General
Meeting. Growers Days happen
twice a year. It is a social occasion
when growers get an opportunity
to network and visit the larger
farms to learn how they operate.
Looking ahead
Black Economic Empowerment
(BEE) is a key strategy of the
South African government and
SAFGA is in line with supporting
this initiative. Timbali Tech-
nology Incubator in Nelspruit,
Mpumalanga, in northern South
Africa, is a SAFGA member. Te
BEE operation consists of turnkey
franchises located on site and run
by 30 apprentice and independent
fower growers who grow gerbe-
ras, lisianthus, asters, sunfowers,
snapdragons, dianthus, celosia,
gypsophila and strelitzia.
SAFGA has submitted a proposal
to the Department of Agriculture
that involves a 3-year mentorship
scheme providing on-the-job trai-
ning that will ultimately facilitate
the establishment of similar BEE
start-up programs. With not one
South African tertiary institution
ofering a diploma or degree in fo-
riculture, SAFGA is also lobbying
for the creation of a foriculture seat
at the universities.
Other plans for 2009 include a
study group of to Brazil in May to
learn how they grow fowers there,
as well as representation at the trade
fair in Atlanta, USA, in September
and an outward mission to Hun-
gary and Poland also in September.
Two organisations understanda-
bly attracted by the benefts that
SAFGA ofers are the Protea Pro-
ducers of South Africa (PPSA) and
the South Africa Protea Exporters
Association (SAPPEX), and they
will be swelling the membership
numbers signifcantly when they
join SAFGA in April 2009. Our
main interest is the interest of the
growers, says Duif. SAFGA shows
this philosophy to be true through
their success in building communi-
cations, creating learning oppor-
tunities and facilitating export
linkages.
|||
In New Zealand the
Calla Council (NZCC)
coordinates research
and promotion for the
sectors growers and
exporters, using its
website and meetings
to encourage
the effective
implementation of
valuable information
resulting from
individual projects.
New Zealand
by Dr Keith Funnell,
Chairman NZ Calla Council
the NZ Calla Producers Association
(NZCPA) and the International
Calla Association (ICA).
Continuing the relationship between
research providers, the NZCC
immediately set about supporting
research and extension projects,
as it continues to today. However
the NZCC recognised all this
research would be of limited value
unless efectively disseminated
and implemented. Hence even at
the frst meeting of the Executive,
discussion was held on the need for a
comprehensive guide for growers to the
production, harvesting, and grading of
callas (Report of First Exec Meeting
- NZCC, 1991). Together with
fnancial assistance from TRA-
DENZ and NZs Agricultural and
Marketing Research and Develop-
ment Trust (AgMARDT), the Calla
Growers Manual was frst published
in 1994. Te content of the manual
is progressively being placed on the
NZCC website, with updated/revi-
T
he NZCC was formed in
1991; the postal ballot
of the 300 growers and
exporters involved in formation
of the frst Executive occurred in
September of that year. At this time
almost fve times as many growers
support the Council than oppose it
(NZCC Newsletter No. 4, 1991),
illustrating wide support.
A signifcant event that acted as a
catalyst for the formation of the
NZCC was in 1989 when calla
growers and exporters at the NZ Flo-
riculture Federation Conference (the
national growers representative body
at that time) voted to put in place a
voluntary levy (2%) on exports to
fund research and promotion. With
ongoing government incentives
provided by NZ Trade & Enterprise
(TRADENZ), growers and exporters
subsequently agreed to establish an
incorporated society, i.e. Te New
Zealand Calla Council Inc.
Prior to 1991 no individual statis-
tics were collected for export earnings
from callas as a separate commodity.
In 1991 export earnings from callas
as cut fowers was ranked in second
place after orchids, bringing in
NZ$3.1 million (Department of Sta-
tistics, NZ), with additional earnings
from tuber exports. In 2007 this had
grown to an industry worth NZ$9
million, with NZ$3.2 million earned
from tuber exports. Callas remain
ranked second in named fower types
for their export value from NZ. Te
sales value of calla fowers domes-
tically in NZ is estimated to be an
additional NZ$4.1 million. (NZ$1
= 0.40)
Prior to the formation of the NZCC,
other collectives of interested calla-
groups were active (1984-1990).
Tese were primarily focussed on
R&D initiatives, working with
research providers such as Massey
University, NZ Nursery Research
Centre, Ministry of Agriculture &
Forestry, and the then named De-
partment of Scientifc and Industrial
Research (DSIR). Tese collectives
that preceded the NZCC included
Calla contact point
Secretary/Treasurer
of the NZCC, Don
Thomson, and other
calla growers during
a regional discussion
group meeting to a
property growing
callas for tuber
production.
sed sections available to members.
In collaboration with TRADENZ,
in the early years of the NZCC a
signifcant amount of activity also
related to the Councils objective of
a market development program. As
a result of participating in numerous
international trade fairs, and market
research, a number of reports were
published from 1990 onwards, so as
to provide the platform for moving
the marketing of calla products
forward into the future.
R&D initiative
A major technical R&D initiative
is planned for the 2009-2011
growing seasons. With assistance
from AgMARDT and Massey
University, the NZCC will assess
and refne, under commercial
conditions, new technology to
enhance bud number and size of
calla tubers in the frst season of
growth, and increased foral pro-
ductivity in the second season.
Te new technology has been deve-
loped by foriculture researchers at
Massey University.
Together with the NZ Flower
Exporters Association, the NZCC
hopes to facilitate future market
development projects, aimed at
increasing export earnings. Te
success in recent years of market
development projects in the USA
market for the NZ cymbidium
orchid industry is seen as a possible
exemplar for us to follow.
For exporters within most agricul-
tural industries, phyto-sanitary in-
spections, grower certifcation, and
product traceability are increasingly
becoming part of everyday life.
NZ calla growers became acutely
aware of the serious implications
of this in September 2008 when
larvae of the light brown apple
moth were detected in shipments of
Forsythia fowers on the US border.
As a result, the US Department of
Agriculture suspended all imports
of fowers from NZ on September
11, including callas. Te NZCC,
together with MAF, exporters and
other grower groups, developed an
acceptable Compliance Program
and, for calla growers, a workable
Risk Management Plan (RMP)
that they can follow. Te Compli-
ance Program came into efect on
November 1st, 2008 cutting the
period of lost export earnings to
approximately six weeks. Individual
calla growers are not necessarily well
equipped to respond to such chan-
ges in market access, and the NZCC
expects that in the future it will be
need to respond to similar demands
from other importing countries.
|||
NNNNZZZZZCCCCCCCC oobbbbbjjjjeecctttiiiivveess
To catalyse and guide development of the New Zealand calla industry
through activities which support establishing, funding, and implementing
an industry and market development program covering calla owers,
tubers, seeds and tissue culture material of the genus Zantedeschia.
To hold ownership of intellectual property on behalf of the calla industry,
including trademarks and research results.
To communicate with members items of material progress, interest and
concern, including technical/scientic and market research reports.
WHAT WE DO
As a centralised communications hub for its members, the NZ Calla Council
(NZCC) has established a website (www.callacouncil.org.nz). This also
provides information for those new to callas, who want to learn more about
the NZ calla industry. The NZCC periodically (3-4 times per year) produces a
newsletter (CALLAnews) and this is also posted on the website.
The NZCC stages an annual conference to provide additional networking
opportunities, an opportunity to learn more about effective production and
marketing of calla products and discuss topical issues. Regional groups of
the NZCC hold regular functions for existing and potential members. The
NZCC is recognised by national horticultural organizations and Government
bodies, and makes representation to these on behalf of members.
WHAT WE DONT DO
The NZCC does not grow and/or market calla products itself and, therefore, any
information presented is not biased by commercial motives..... instead it aims to
provide an independent forum for information of value to those involved with the
calla industry, associated with the production and marketing of calla products.
Decoupled?
I am in the huge new Pudong airport in Shanghai waiting for my
long fight home. It was a quick visit to a trade show I had never
been to before. Coming to China and seeing all of the building
going up made me wonder if they are living in a diferent economy
than I am. Tat was, until I started asking some questions. Te
large international hotel I stayed at had a 30% occupancy rate
last month so they were happy that it was now running 35%. Tis
hotel has contracts with several airlines for overnight stays of crews
so much of their occupancy is at low contract rates. Te trade show
was not crowded but the exhibitors did not complain, at least not
to me. But the fact that I could spend two hours in a stand and not
see anyone else stop to get information told me enough - it was not
busy enough. Almost no Americans were at the show.
I was told a year ago that the economies of the fast growing third
world countries were now decoupled from the US economy. Tey
could and would stand on their own. China is still projecting a sub-
stantial growth rate compared to the rest of the world. But is it true?
Are they going to stand on their own? Our biggest risk in doing busi-
ness in China today is putting down a deposit with a company that
will go quickly and quietly out of business. Tousands of factories
have closed their doors this year already. Many people coming back
from New Year holiday found they no longer had jobs.
Still, Shanghai is an industrial powerhouse. As you drive to the
airport, the great names like Sharp, ABB, Omron, and other gi-
ant manufacturing organizations have huge factory facilities one
after the other. Tese companies are not going out of business.
Tey may have a bit less business than in the past but they are not
going to close. It is the smaller, domestically-created companies,
which are more fragile, that are closing down due to lack of orders.
Orders from the US and Europe are much harder to come by, and
the factories need these orders continuously or they cannot stay in
business. China is completely dependent on export manufacturing
for job creation. A small shift in demand has terrible consequences.
While in Shanghai, I had the opportunity to talk with the owner of a
number of apparel factories. He was educated and lived in the US for
ffteen years before returning to China to make his fortune. He does
contract garment production for a number of large US retailers and
said that based on his order book, 2009 will be the worst in his his-
tory. I asked if he did work for the giant department store Macys, one
of my favorite stores. He said their volume was too small. But he said
that on a recent trip to New York, he shopped at the Macys fagship
store and purchased a lot of clothes to take back to China with him.
He said the price was lower than in China and that we will never see
such low prices in our lives again.
Decoupled economies is an idea, not a fact. We are all in this together.
Stuf
by Kerry Herndon
Kerry Herndon owns Kerrys Bromeliads,
a tropical potted plant nursery
in Homestead, Florida, United States.
kerryherndon@msn.com
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Company Page website
Armada ......................................................................22 ..........www.armadayoungplants.nl
Colombian Association ..........................................50 ............................ www.orverde.org
of Flower Exporters, www.asocolores.org
Asocolores Florverde
Brandkamp GmbH ...................................................34 ......................... www.brandkamp.de
Container Centralen ..................................................2 ..... www.container-centralen.com
Dutch Plantin B.V. ....................................................43 ....................www.dutchplantin.com
Ernst Benary Samenzucht GmbH .......................51 ..................................www.benary.de
Floragard Vertriebs GmbH ....................................43 ............................. www.oragard.de
Flowerport Logistics B.V. .......................................26 .............www.owerportlogistics.nl
Flowers and Cents ...................................................43 .............www.owersandcents.org
Hawe Systems Europe B.V. ..................................21 .................www.hawesystems.com
Horticoop .....................................................................4 .............................. www.horticoop.nl
Company Page website
Konst Alstroemeria B.V. .........................................22 ................... www.alstroemeria.com
Mardenkro .................................................................22 .......................www.mardenkro.com
Market News Service-MNS ................................48 .................... www.intracen.org/mns
Moerheim Roses & Trading ..................................34 ........................ www.moerheim.com
Nyenrode Business University ............................43 .............................. www.nyenrode.nl
Pindstrup Mosebrug A/S .......................................52 ......................... www.pindstrup.com
Pppelmann GmbH & Co. KG ...............................51 ................. www.poeppelmann.com
Proora .........................................................................3 ........................ www.proora.org.co
Sogo Team Co., Ltd. ...................................................6 ............ www.sogo-orchids.com.tw
Stal & Plast A/S ........................................................34 ........................... www.staal-plast.dk
Stan Brouard Group ................................................21 ..................................www.sbpi.co.uk
Takii Europe B.V. .........................................................6 .........................................www.takii.nl
M. van Veen B.V. .......................................................6 ................... www.mvanveenbv.com
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