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April 2016

The business magazine for worldwide floriculture

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Table of Contents

April 2016 Volume 26 Number 4

Quality wins over quantity at urban gardening-themed Salon du Végétal The 31st edition of the Salon du Végétal (February 16-18) greeted attendees with a new show layout, an urban-gardening theme and a top-notch educational programme. by Ron van der Ploeg

Sewage-treatment plants

Designed for multi-functional use as both a growing and water purifying plant, a Budapest-based greenhouse has inspired Dutch researchers to explore the possibilities of a nutrient removing greenhouse as a cost competitive, alternative treatment to conventional systems. Now the idea is catching on. by Anke Bührmann

Kalanchoe king Jepsen enjoys strong brand recognition Rising labour costs, steep energy prices and a country where it is not always sunny Danish There are plenty of Danish plant nurseries that enjoy strong brand recognition such as Kalanchoe king Knud Jepsen Knud Jepsen A/S, also known as Queen Flowers. by Aldo Colombo

Florida sets a tropical mood

In America, many of the winter trade fairs and conferences are held in places where frigid weather prevails, such as Baltimore, Kansas City and North Dakota. Thankfully, the Florida Nursery, Growers and Landscape Association is wise enough to host their Tropical Plant Industry Exhibition (TPIE) in a warm, sunny location suited to its name: Ft. Lauderdale, Florida. by Chris Beytes

Quick bloom if right actions are taken

Tthe Industrieverband Garten (IVG), the German garden industry association, reported during a press conference in Cologne in February that houseplant sales are declining.

by Anke Bührmann

François Félix, a rose grower near Grenoble, who became FNPHP (Fédération Nationale des Producteurs de l’Horticulture et des Pépinières) president two years ago, sat down with FloraCulture International to discuss his organisation’s raison d’être and why not everything comes up roses in an industry with asphyxiating rules, taxes, regulations and an outdated labour law (with important changes now being underway).

A UK-based initiative to promote UK grown flowers has grown from the seed of an idea into a thriving network of over 260 smallscale growers in four short years.

Hortiflorexpo IPM Beijing: shifting dates and new venue

Endorsed by the Chinese Ministry of Agriculture and the Bureau of State Forestry, the Hortiflorexpo IPM trade show is the fundamental point of reference for the Chinese market as well as Asia’s leading business platform in ornamental horticulture. The 2016 edition will be held at Beijing’s China International Exhibition Centre from May 11-13. by Ron van der Ploeg

World News International Events Advertising Index

33 08 32 35

Columns From the editor Happy Gardening Miami Certifiable in California

Departments

Flowers from the farm initiative gains ground in the UK

by Jean Vernon

The not-to-be-missed event of 2016 is the Ghent Flower Show/Floralies of Ghent. To be opened by their majesties, King Philippe and Queen Mathilde of Belgium, the Floralies show will burst into bloom from April 22 to May 1, earning the city of Ghent the sobriquet ‘City of Flowers!’ by Ron van der Ploeg

‘Fine-tune your plants in way consumers simply cannot resist’

by Ron van der Ploeg

How seven deadly sins burst into bloom

07 21 25 31

April 2016 | www.FloraCultureInternational.com

FloraCulture The business magazine for worldwide floriculture

Editorial & Administration Offices Angie Duffree

FloraCulture International Postbus 1000, 1430 BA Aalsmeer, Netherlands T +31 6 533 46 605 Circulation Administration: FBW Woerden P.O. Box 612, 3440 AP Woerden, the Netherlands T (31) 34 84 31 393 E info@fbw-woerden.nl Editors: Ron van der Ploeg (ron@floracultureinternational.com) Editorial team: William Armellini, Chris Beytes, Alicja Cecot, Aldo Colombo, Arturo Croci, Audrey Gerber, John Ingwersen, Jaap Kras, Marie-Françoise Petitjean, John Sutton, Anthony Tesselaar and Jennifer Zurko. Founding editor: Debbie Hamrick Published by: FloraHolland Frequency: FloraCulture International ONLINE serves our digital and mobile audience monthly, while FloraCulture International in print is a quarterly magazine, published four times a year. FCI’s four major PRINT issues will divide the year in four seasons: Spring (March), summer (combined June/July issue), autumn (October) and winter (January). Circulation: FloraCulture International appears in print and online and has a circulation of 104,000 subscribers (16,000 English-language print issues, 66,000 English-language online format, 5,000 Mandarin Chinese-language print issue, 7,000 Mandarin Chinese-language online format and 10,000 English-language newsletters) in 142 countries. Englishlanguage online format for India and local language edition in Italian and Russian. Printer: Muller Visual Communication Amsterdam. Designer: Finnmedia, Aryen Bouwmeester Copy correction and sub-editing: Brittany Posey Cover photograph: Keukenhof

World Wide Advertising Office

Dr. Sun Jing Xian

Niranjan Deshpande

Europe, Africa, Asia/Pacific International Accounts Management: FloraCulture International, Postbus 1000, 1430 BA Aalsmeer, Netherlands T +31 6 533 46 605 Angie Duffree (angie@floracultureinternational.com) Italy, Southern France: Arturo Croci, (acearturo@yahoo.it) USA, Canada, Central America: Paul Black (pblack@ballpublishing.com) Ball Publishing, 622 Town Road, PO Box 1660, West Chicago, IL 60186, United States T (1)6 30 23 13 675 F (1)6 30 23 15 254 Miami: William Armellini (william@floracultureinternational.com) China: Dr Sun Jing Xian (consultingflower@yahoo.com.cn) India: Niranjan Deshpande (team@kisan.com) T (91) 20 302 52 000

From the editor by Ron van der Ploeg

According to the United Nations’ publication “The Water for Life Decade 20052015 and beyond” half of humanity now lives in cities and it is predicted that, within two decades nearly 60% of the world population will be urban dwellers. The exploding city populations makes the provision for fresh water one the most pressing issues and investing in sustainable water management has never been as crucial as in today’s world. Designed for multi-functional use as both a growing and water-purifying plant, a Budapest-based greenhouse has inspired Dutch researchers to explore the possibilities of a nutrient removing greenhouse as a cost competitive, alternative treatment to conventional systems. Page 8. Four months have passed since a major terrorist atrocity in Paris killed 130 people. The Angers-based Salon du Végétal, France’s premier horticultural trade show, took place in a country that is still living in a state of emergency. Some queues formed at the entrance gates with bags being carefully checked. The Gare du Nord train station installed airport-style security gates and baggage scanners causing some delay for rail passengers heading to Angers, the same delay car journeys in and out France experienced due to border checks. As the French were slowly working to return to their daily lives, the attacks in Brussels reminded us that terrorism is not only France’s but also Europe’s new reality. With French president Francois Hollande repeating that his country is at war, an image reinforced by the presence of thousands of soldiers in the French streets, it is only natural that French consumers are increasingly scared to go outside. Public anxiety affects the volume of sales of consumer goods and this coupled with an extremely fragile recovery of the French economy along with nation-wide strikes due to a new labour law in the making would cause you to believe that everything is gloom instead of bloom. But the French wouldn’t be the French if they left their heads down, and I was really impressed by the dose of positivity experienced at this year’s Salon where a notoriously closed industry seemed ready to embrace change and take up the fight to engage customers. Emotion rather than price is the weapon of choice. Page 14. In an exclusive interview with FCI, François Félix, a rose grower near Grenoble who became FNPHP (Fédération Nationale des Producteurs de l’Horticulture et des Pépinières) president two years ago, could not have said it better: if your product is not adapted to market demand, then you’re out. Growers should fine tune their flowers and plants in a way that consumers simply cannot resist. Felix also mentioned it is an extremely testing time for France’s cut flower industry due to cheap imports from Africa and The Netherlands. The year 2014 saw the launch of the Fleurs de France label which is aiming to better help French consumers make informed floral purchases and, ultimately, encourage them to buy flowers and plants grown in France. Page 22. Though reliable statistics are sporadic, the appetite for locally grown food and flowers appears to be - for a lack of a better word - growing. The same can be seen in the UK, where Flowers From The Farm was formed in 2011 to promote locally grown flowers. FCI correspondent Jean Vernon sat down with the company’s founder Gill Hodgson who explained that they see themselves echoing what has happened in Europe with local food. “Consumers have started to recognise the importance and the value of local food and are already taking an interest in heritage varieties of vegetables. They want something a bit different, something that’s grown locally that they know the provenance of and that is now extending into flowers.” The scheme doesn’t compete with commercial growers but helps build the overall British Flowers brand. It’s all about promoting cut flowers in general. Page 27.

FloraCulture International is published monthly. Worldwide distribution. ©2016 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, Postal address: Postbus 1000, 1430 BA Aalsmeer, Netherlands

Ron van der Ploeg, editor ron@floracultureinternational.com

April 2016 | www.FloraCultureInternational.com

World News The Netherlands Which factors influence rose price setting at the auction clock? Different factors can influence the price setting of fresh cut roses at the Dutch auction clock. Using regression analysis, market researchers at Royal FloraHolland have quantified the relationship between variables. There was one dependent variable (rose price) to be forecasted and five independent variables. With this statistical technique researchers were able to quantify the precise nature of the relationship between five key factors and the price setting of roses at the clock. Under particular scrutiny were import roses from Africa which had been tested on the auction’s purpose-built flower testing room. The Royal FloraHolland auction has concluded that the name of the grower is one of the factors that most affects rose prices at the clock. Also showing high influence is the local weather with prices dropping when temperatures start to rise. And, it is no wonder that holidays have a severe impact on rose prices. One week before Valentine’s Day, Mother’s Day and International Women’s Day, prices can be 25 to 75% higher than normal. Positively influencing rose prices is the euro to US dollar exchange rate. For example, the value of one euro increases with one US dollar cent (a stronger euro against a weakening dollar) normally leads to a 1.5 to 2% price increase.

Huge sales volumes in front of the auction clock usually have a negative impact on the price setting for roses. Larger amounts of flowers and plants scheduled to be auctioned result in a decreased price. The main conclusion is that the above mentioned set of factors have a reasonable impact on rose prices. (For insiders, the R2 is between 0.22 and 0.69 in the datasets which were studied) This preliminary research reveals that the price setting process is rather complex, and

in part, unpredictable. The above mentioned factors are merely an indication. Using a different dataset, and under different circumstances, the outcome can vary. However, the survey provides valuable insight in price setting mechanisms. For more information please contact Royal FloraHolland’s customer service. www.floraholland.com/en/algemeen/ contact/ |||

Taiwan MTduo 2016 set to open May 5th The biennial Taipei Manufacturing Technology Show, MTduo, will return this year to present the latest development in Taiwan's manufacturing and automation industries. MTduo 2016 will be held at Hall 1 of the Taipei Nangang Exhibition Center from May 5th to 8th. The 4-day show is expecting a total of 270 exhibitors using more than 1,000 booth spaces. There will be special "Industry 4.0 and Smart Manufacturing" pavilions highlighting Taiwan’s many strengths in the development of smart and automation systems.

www.FloraCultureInternational.com | April 2016

The show will also feature CNC machines, components and accessories, control system, inspection and measurement, CAD/ CAM soft and hardware, 3D printing, and industrial robots. The show's organizer, the Taiwan External Trade Development Council, has lined up several related-events that will take place alongside the main exhibition. The

events include “One-on-One Procurement Meetings,” where buyers attend prearranged business meetings with their potential suppliers to discuss cooperation opportunities There will also be new product launch events and industry seminars and forums centering on the topics of Industry 4.0, smart manufacturing, smart factory, and innovative technology applications. Online pre-registrations to MTduo 2015 are now open at: https://goo.gl/9n0EEM |||

The Netherlands

Queen of the Road It’s excellence on wheels! In week 14 Dümmen Orange™ will be touring again with its rose assortment. A gigantic luxury truck filled with the latest novelties, breeding codes and bestsellers in the current offerings will be transformed into a mobile greenhouse. Roses on Tour will visit merchants in and around the Royal FloraHolland auction branches in the Netherlands. From April 5-8 traders and other floral professionals will be able to check out over 80 of the newest and most promising cultivars of 2016. Also on show are a few of Dummen Orange's greatest hits, such as Miss Piggy+® (pictured), Taccazi+® and the entire Avalanche+® flora orchestra. The Roses on Tour truck will provide traders in the floristry sector a comprehensive overview of all possibilities of the famous Dümmen Orange rose assortment. Floral wholesalers will have a say in the final selection for 2016. The needs, demands and wishes of the buying squad are of great importance in the development of the company's hybridizing efforts. Curious what more Dümmen Orange Roses on Tour has to offer? Check out their website and follow the company on Facebook for all the latest updates. Dümmen Orange has built an international reputation as a leading hybridizer, grower and producer of quality young plants, cut flowers perennials and house plants. For more information please visit www.dummenorange.com |||

Portugal Strong support for EXPOJARDIM Firmly established as Portugal’s leading horticultural trade show, EXPOJARDIM’s show floor was packed with more than 800 visitors who came to see fresh cut flowers, pot plants, cut foliage, trees, shrubs, perennials, seeds and everything in between. The show was held at the EXPOSALÃO convention centre from February 20-23. The city of Batalha, situated 120km north of Lisbon, halfway Lisbon and Porto, is not only known for hosting a Dominican convent and a masterpiece of Gothic art, the lush green surroundings of the Beira region are also renowned for the production of cut flowers, pot plants and nursery stock produce. No better place thus than to organise the nation’s premier horticultural trade show at Batalha’s EXPOSALÃO convention centre. Feedback from one of the visitors, Flora Toscana’s Luca Quilici, confirmed that many exhibitors were happy with the quality of attendees and quantity of business leads. The show has three separate areas. The largest space is devoted to garden features and machinery, while a section has been given over to horticultural trade associations and ornamental plant growers. As a reference event for retailers and professional gardening, EXPOJARDIM is a privileged event to contact the market and validate demand among potential customers. All this in an environment that inspires and breathes new business opportunities. In Portugal, there are around 1010 small to medium sized

family businesses with approximately 1365ha outdoor and greenhouse production. Around 564ha is in use for the commercial production of cut flowers, 185ha for cut foliage and 617ha for ornamental plants production. Over the past 11 years, the ornamental plant section has witnessed a strong growth. The total area down to plant production expanded with 240ha and the median surface of the plant nurseries in 2012 was 1.4ha. In cut flowers, 20% of the total production area is devoted to the production of Protea, widely considered as the nation’s signature cut flower. Holland, with a 77% market share, is Portugal's biggest foreign supplier of cut flowers. Portugal imports more flowers than it exports, in 2012 the trade deficit was -€11.8 million. This figure is slowly but steadily decreasing as the country has seen a rise in export sales of ornamentals since 2002. Holland ranks also among the nation’s largest export destinations for ornamentals (43%) followed by Spain (35%). Half-finished garden plants and patio plants prove popular with Northern European markets. |||

April 2016 | www.FloraCultureInternational.com

World News The Netherlands Forever&Ever announces newest jewel in their crown Sales of the Forever&Ever® Hydrangea range are going strong. Dutch growers Gebr. Jonkers from Elshout – who are granted the exclusive rights to market these great selections from the Midwest in Europe and Russia - are proud to announce the launch of Forever&Ever Hydrangeas trimmed into lollipop standards. When the Forever&Ever Hydrangea range made its European debut in 2008, they caused quite a stir as they have the ability to bloom on old and new wood alike. Eight years on and Forever&Ever ® is ready to steal the show once again. At the 2016 IPM ESSEN show Hydrangeas trimmed into lollipop standards were sure to generate taste for more. The Forever&Ever mini trees are the perfect example of how to successfully blend drop dead gorgeous looks with little maintenance. Forever&Ever ® lollipops are ideal to create instant flower colour and impact on your patio or balcony. The crown of the plant produces fabulous mophead flowers from

spring right through to late autumn. These miniature Hydrangea take up very little space as stem and crown stand only one metre tall. And of course they share the same characteristics as their sisters grown as traditional pot plants. Contrary to other macrophyllas, Hydrangea macrophylla Forever&Ever® flowers on old and new wood. So each branch is sure to flower, regardless of pruning or frost. Even if the plant is pruned right after the last frost in late February, it is still guaranteed to flower profusely the same year. The biggest challenge in Hydrangea mini trees was to create a sturdy and erect stem. But according to their official press release stems reach a maximum of one meter and are sturdy enough to carry a crown full of flowers. Additionally branches remain stubbornly erect after even the heaviest showers. Forever&Ever ® lollipop standard are ready for order in four different colours and comes with easily recognizable pop material such as the purple Forever&Ever ® logo. |||

Turkey

Dutch show garden at Expo 2016 Antalya With the opening of Turkey’s first time ever international horticultural trade exhibition less than two weeks away, the Dutch entry had to be completed in a last minute rush but the chairman of Anthos, the Royal Trade Association for Nursery Stock and Bulbous Plants, says there’s no need to panic about half-finished flower beds and unpacked plants. “We’re working hard to make sure that on the opening day, April 23, we have everything in place. Land leveling operations begun in January after which paving works were undertaken. Almost all of the trees, plants and bulbs have been ordered.” Westerhof emphasized that the Dutch show garden is at a top location, near the domeshaped Children Island’s, what is already touted being one of the highlights of the show. The Dutch will invite visitors to find their way through a lush green garden. “Don’t expect a pavilion or stalls where you sample only food as at last year’s Milan Expo. Inspired by the Green City theme, we will be primarily focusing on greenery in build-up areas with the Green City philosophy being explained in detail.

www.FloraCultureInternational.com | April 2016

include a colourful mix of trees, perennials, and spring flower bulbs. |||

Salon du Végétal

The 31st edition of the Salon du Végétal (February 16-18) greeted attendees with a new show dipping, an urban-gardening theme and a topnotch educational programme. Despite attendance figures slightly lower than in 2015, exhibitors reported steady customer orders and an optimistic buying mood.

by Ron van der Ploeg

Quality wins over quantity A

new labour law for French workers is in the making. Dubbed the ‘bosses law’ and as such much contested by the French left and causing anger among employees in the private sector, the reform aims at reducing the country’s unemployment rate of over 10 percent, the same as it was 20 years ago. Employers, in turn, welcome the reform as it would allow them to negotiate longer hours and lower overtime pay with staff. The retooled labour law, they say, would boost economic activity as a whole and bolster the nation’s competitiveness in global markets. A wind of change is blowing across France, not only in politics but also in the country’s ornamental horticulture. A visit to the Salon demonstrated that a notoriously closed and sometimes shockingly

bad-tempered industry is ready to embrace change and take up the fight to recapture the customers. Emotion rather than price is the weapon of choice.

Simply irresistible

Positioning flowers and plants as something simply irresistible in daily life, while highlighting their mental health benefits - this is, in a nutshell, the message the umbrella organisation for ornamental horticulture in France, Val’hor (regrouping all trade unions from the ornamental sector, from growers to retailers, landscapers and florists) wants to transmit. Its nation-wide TV ad campaign ‘Mission: Végétal’ will begin airing on the French private TV channel M6, targeting adolescents and young adults, on May 9.

April 2016 | www.FloraCultureInternational.com

Salon du Végétal

Inspired by the Urban Gardening theme, the Graines Voltz stand was a real crowd pleaser.

Val’hor’s Mélanie Lamblin and Aline Haeringer point out that it is no easy task to generate consumer interest as the average yearly expenditure for ornamentals is slowly but steadily decreasing from € 3.13 billion in 2013 to € 3.06 billion in 2014. “Overall, one can

say that the French buy less and that cheap seems to be the new chic for floral gifts,” said Lamblin. The median amount of money spent per capita on ornamentals in 2013 was €120,70, and this represents a 3% decrease when compared to the three previous years. Sluggish

Innovert Throughout the duration of the exhibition, the show floor was a platform for many live product demonstrations as well as other events. On Tuesday night February 16th the Salon presented its annual Innovert Awards. Long known as the Césars of the French horticultural industry, Innovert highlights the very latest plants on the scene along with innovative gardening tools and supplies. According to chairman of the Innovert judging panel, Mr Alain Delavie, this year’s competition saw a record number of 27 novelty plants. Deservedly winning gold was Petunia Nightsky from Selecta/ Klemm/Challet Herault. NightSky’s white spots on the dark violet flowers look like an ever-changing star constellation. This cutting-raised newcomer is easy to grow and transport thanks to its semi-trailing plant habit. NightSky flowers very early and convinces with excellent branching. Also winning an Innovert Gold Medal was Trachelospermum asiaticum Pink Shower, submitted by Pépinières Travers. This patio plant stands out for its unusual soft pink and star-shaped flowers instead of the traditional white or yellow flowers. More commonly referred to as Star Jasmine, this species is native to Asia and makes a perfect climbing or ground cover plant. In the Best Commercial Plant Introduction NightSky, Silence Ça Pousse was presented with a Gold Medal. Silence Ça Pousse is the name of a very popular garden show presented by Stéphane Marie, who is this year’s official ambassador of the Salon. Pépinières Minier was granted a license to use the Silence Ça Pousse brand on POP material. In the Green Tools, Services & Supplies category, Ferme Acquacole d’Anjou submitted Bassin Potager Acquaponic, which is part fish tank part vegetable garden. It uses fish waste as a natural fertiliser to help vegetables housed above the fish pond grow rapidly.

www.FloraCultureInternational.com | April 2016

sales are reported in all industry segments with expenditure on indoor ornamentals decreasing €2,20 over 2013 and outdoor ornamentals €1,80. Scheduled for the coming three years is a series of 90 mini documentaries in which an industry

Inspirational Salon In addition to the new show layout, another highlight of the Salon was the Espace Inspiration, which bridges the intergenerational divide with the help of ornamental plants. For the 14th consecutive year, students from the design school J. Monnet provided examples of how to accurately blend plants and flowers with contemporary design and the Salon’s theme, Urban Gardening. Students Mélissa Guerry and Flavie Leroux launched a prototype of street furniture called Luciole: a plant holder to be placed above sewer grates including a click fit installation system. At night the Luciole

plant holder lights up and in glows in the dark, providing a calming sensory effect, making it an easy recognizable meeting point. The award for the most audacious concept want to Plant’homme by Louis Ceineray and Marine Dréano, blending street art culture with live plants. The opportunity to sit down is one of the pleasures, if not necessities of urban living. With this in mind Clément Dilé and Emilien Auger created Evasong combining street seats and live plants that make music while seated. Evasong won the visitor’s vote.

professional (grower, retailer, florist, wholesaler etc) will share his/her love for flowers and plants, spiced up with personal anecdotes. The pieces will be condensed to exactly one minute and will be broadcasted just after the prime time news. Casting for the Val’hor TV commercial was done at the 2016 Salon du Végétal with 30 out of 84 candidates being selected.

Parade of new products

The 2016 Salon du Végétal looked impressive, with a parade of new products for plant breeders, propagators, growers, landscape professionals, florists, garden retailers, supermarket managers and floral wholesalers. True to tradition, the Salon du Végétal is a very plantfocused show with the bulk of the display being taken up by French plant growers. Commenting on this year’s event, show organiser Serge Tsvétoukhine said that, “Once again the show was awash with new ideas and plant innovations which bolstered the Salon’s image.

Plant’homme

In an attempt to ‘individualise’ the buyer’s experience, the organisers planned four key areas – Distribution, Production, Landscaping/Urban Green Space and Floristry – for the show floor. Tsvétoukhine claimed the new layout made “the show more fit for purpose, improving visitor flow around the different halls. The Salon’s new exhibition format helped visitors get where they need to go quickly and efficiently.”

Urban Gardening

The theme of the 31st Salon was “Gardens in Towns” and many exhibitors played on that motif by proposing an adequate portfolio of products in their stands. “With more than half of humanity now living in cities and even more becoming urban soon, the choice for the Urban Gardening theme was only natural. The halls hosted a large number of booths that looked more like miniature show gardens than commercial displays,” said Tsvétoukhine. The 2016 Salon hosted 483 exhibitors, of which 142 came from abroad, and 12,366 visitors. The attendance figures were slightly lower than in 2015 when the Salon registered 522 exhibitors and 13,500 visitors. “This can be explained by our much stricter industry professionals only policy. The E–badge available by internet was more secure and controls were carried out at the various entry points to prevent amateurs from visiting the trade show,” concluded Tsvétoukhine. |||

April 2016 | www.FloraCultureInternational.com

Water Designed for multifunctional use as both a growing and water purifying plant, a Budapestbased greenhouse has inspired Dutch researchers to explore the possibilities of a nutrient removing greenhouse as a cost competitive, alternative treatment to conventional systems. Now the idea is catching on.

Sewage-treatment plants

rrigation and watering systems for farms and greenhouses can be costly, and the financial burdens will become even more apparent when new laws come into place which will require high investments in mandatory wastewater treatment systems. The standard wastewater treatment plants (WWTP) are predominantly found near large cities where the pressures from real estate developers is tremendous. Additionally, there are many instances of cases around the world where residents have protested over the pungent methane fumes coming from sewage treatment works.

Purifying greenhouses

by Anke Bührmann

All of these reasons have fueled research and development for the next generation of wastewater treatment plants. One of the most-promising developments in the field of sustainable urban water management is the use of purifying tropical plants in greenhouses. FloraCulture International sat down with Dutch and Hungarian experts to discuss these plans and which systems are worthwhile from the horticultural point of view. Arjen Grent, one of the driving forces behind the student project that took home the coveted 2015 Dutch Sustainability Challenge Award from the Waterboard

The roots of tropical plants reach into the water and act as a habitat for bacteria.

www.FloraCultureInternational.com | April 2016

Biopolus Budapest.

North Holland (NNHK), explained how a purifying greenhouse works. “It is not about growing plants, but about purifying waste water. In a standard WWTP, bacteria clear the waste from the water. The more bacteria, the better the job can be done,” Grent said. “These bacteria flow freely through the water. You can have about 4 milligrams per liter of bacteria.” Grent went on by explaining that, in a purifying greenhouse, plants are grown on top of the WWTP. The roots reach into the water and act as a habitat for bacteria. With this method, the greenhouse can have an astounding 8-15 milligrams per liter of bacteria. According to Grent, the wastewater treatment greenhouse saves substantial space, there is hardly any smell, and, in addition much lower levels of oxygen are used as oxygen cannot escape into the air so easily in such an environment. A purify-

ing greenhouse can be built in an urban area and enjoyed by people because of the beautiful plants.

Smart greenhouses for better acceptance

Grent emphasized the importance of the roots and the system’s versatility that allows it to adapt to special pollutants: “Plants live in symbiosis with their surroundings. Roots take up water and minerals and release enzymes. The roots of various plants release a wide range of enzymes. Every enzyme attracts another bacterium. So, if you know the composition of your influent and you know what effluent is needed, then you can choose your bacteria and thus the right plants.” The initial financial investment of a purifying greenhouse is higher but the operational cost can be lower than traditional WWTPs. Altogether, a positive financial result is expected.

It is still too early to say to what extent these methods can be used in horticulture to clear water from e.g. pesticides or harmful bacteria, but it is certain that the new method offers landscaping possibilities and makes water cleaning facilities in an urban environment more attractive.

Multifunctional water recycling units

Grent took inspiration from the Biopolus Institute in Budapest (www.biopolus.org) where experts have also combined water purification with the use of plants in a greenhouse. The project at Biopolus Institute are based on the intelligent use of small places in multifunctional buildings in which horticultural crops can be grown.

Dr. Istvan Kenyeres, president of the institute along with phytotechnologist Sara Vargha explain the use of plants in the water recycling process: “The cleaning process is done in different stages. The final product of the Biopolus technology is design water. The use of appropriate cleaning and filtering technologies purifies the water according to the needed quality.” So far there is no experience with growers, but the institute is busy developing an aeroponic- based agriculture technology and is always keen on cooperating. The first pilot plant will launch summer 2016 in cooperation with Budapest Waterworks. The next project – a water recycling facility

Inside Biopolus.

for a Dutch brewery – will be based at the Trappist Monastery in Koningshoeven. This is a pilot project to see how different horticulture technologies like aeroponics, hydroponics, aquaponics and soil culture might benefit from different water products.

Designed for urban environments

Growing bananas on top of the WWTP.

The Biopolus Hubs are truly ‘living factories’ as they convert organic waste and municipal wastewater into saleable products. Because they operate in relatively small places to fit urban environments, it makes sense to use them for high value crops. Even tropical plants can thrive in these controlled greenhouse environments. The space can be used for different kinds of horticulture activities, and different areas can be separated if the production requires it. Another possibility is to connect the Biopolus Hubs with nearby horticulture units e.g. a hydroponic or aeroponic urban farm. The facility can also be turned into a botanical garden for recreational or educational purposes. Increasing urbanization means that new ideas are needed. The Dutch and Hungarian projects offer interesting solutions because they are based on compact multipurpose constructions. This merge of biology and technology can create opportunities also for horticulture. In this context we should not forget mentioning the groundbreaking work from ecological designer John Todd from the USA www.toddecological.com |||

April 2016 | www.FloraCultureInternational.com

Denmark Rising labour costs, steep energy prices and a country where it is not always sunny - Danish growers have their fair share of headaches and are forced to confront these common challenges in their country. At the same time, their industry enjoys a great global marketing presence as was evident in the Danish hall at the world’s premier horticultural trade show, IPM ESSEN. There are plenty of Danish plant nurseries that enjoy strong brand recognition such as Kalanchoe king Knud Jepsen Knud Jepsen A/S, also known as Queen Flowers.

by Aldo Colombo

Kalanchoe king Jepsen enjoys strong brand recognition

ueen Flowers’ specialises entirely in Kalanchoes, taking a 360° approach to their product range which encompasses single and double flowered pot plants, cut flowers and plants that can be used indoors, as well as outdoors.

Cheap but high tech

In a sense, Kalanchoes are a ‘cheap’ product: they root very easily, and their crop time is relatively short. According to Queen Flowers’ sales manager Finn Hansen, Kalanchoe are among some of the ‘laziest’ plants in the world. Lazy or not, Queen Flowers believes so strongly in Kalanchoe that they employ no fewer than 11 breeders to obtain, year after year, new and improved varieties of the product. Besides being cheap, this versatile pot plant is also quite high tech. The company has all the patents for varieties including more than 36 petals and therefore their main

Finn Hansen, sales manager for cuttings.

Also unusual varieties of Kalanchoe are bred and produced: this is the ‘Surprising Desert’ variety of Kalanchoe humilis.

www.FloraCultureInternational.com | April 2016

competitors have to pay them royalties for double-flowered varieties. From the 50 million Kalanchoe cuttings which are found annually in the international marketplace, 25 million are grown by Queen. Cuttings are produced in Turkey and Vietnam in modern production facilities. Queen Flowers ensures their growers go the extra mile to create the best quality products. Contracts with clients are generally renewed every two years.

Holiday sales

Hansen emphasises on the fact that orders are very precise and varietydriven instead of orders which are placed on the basis of colour. The margins are very narrow and Queen Flowers schedules its crops far in advance for sales throughout the year; in the run up to Christmas and Valentine’s Day red varieties prove to be popular, while yellow and white Kalanchoe enjoy strong demand during Easter. Each holiday has its preferred colour assortment.

Each day finished plants in more than 60 different sleeves leave the loading docks to be shipped worldwide.

Catering for last minute orders is the ‘buffer’ (around 20%) of cuttings. Queen can deliver cuttings everywhere in the world within 72 hours, but they can stand also three week before planting, forming the ‘callus’ in the meantime. In their home country of Denmark, Queen employs 110 personnel and operates on a total area of 12 ha, two of which are used for cut flower production.

Niche type product

Cut Kalanchoe is a quintessential niche type product. Queen is currently perfecting the ‘African’ varieties, with long stems, attractive flowers and extensive vase life. Many of the varieties are also resistant to ethylene, making their vase life the same time as potted varieties. Typical customers for cut Kalanchoes are high-end flower

shops and garden centres that include flowers in arrangements. Demand on the supermarket level is growing as the extremely long shelf life of cut Kalanchoe offers retailers big advantages. The company’s headquarters are located north of Aarhus. The crop cycle is broken down into a number of steps: propagation by stem cuttings, potting, sorting and packing. Both half-finished and finished plants are ready to order. The Queen Flowers greenhouse climate is controlled by a mainframe unit in Copenhagen. Climate, watering, fertilizing, spacing and sorting are entirely automatized but always under supervision of a controller.

Rooted cuttings of Kalanchoe.

Crop demands

Each variety of Kalanchoe requires a different cultivation Cut Kalanchoe ready to be shipped combined with Halloween pumpkins from the Gasa Group.

protocol, with only the substrate and the nutrient solution remaining constant; Kalanchoe require a very high EC: 3.0 for the standard varieties and up to 4.5 for miniature plants. Spotted in the company’s greenhouses were 17 Agam machines. Manufactured in Israel, these very expensive machines keep the humidity very low. Especially in critical periods, they make it possible for the greenhouse windows to be closed, obtaining a better climate for both plants and workers. |||

Farm tour Floradania, the worldwide marketing arm of Denmark’s ornamental horticulture industry, working together with the GASA Group, invited a group of international journalists to take part in a fast-paced, wide ranging farm tour in the Jutland peninsula and the Funen island, where they visited a cross section of companies. Their greenhouses are filled to the brim with sale-ready (miniature) pot plants and young plants looked impressive.

April 2016 | www.FloraCultureInternational.com

USA In America, many of the winter trade fairs and conferences are held in places where frigid weather prevails, such as Baltimore, Kansas City and North Dakota. Thankfully, the Florida Nursery, Growers and Landscape Association is wise enough to host their Tropical Plant Industry Exhibition (TPIE) in a warm, sunny location suited to its name: Ft. Lauderdale, Florida.

Story and photos by Chris Beytes

Florida sets a tropical mood T

hat South Florida location allows visitors to not only enjoy the lush, tropical splendor of the event itself, but also of the surrounding cities, such as Miami, and all the tropical plant nurseries of nearby Homestead. Thanks to those attractions, more than 6,200 visitors and exhibitors from 43 U.S. states and 46 countries were in attendance.

‘Elevating expectations’

TPIE offered up a bold theme for 2016: “Elevating Expectations.” Their goal: become THE horticultural event in North America to feature first and best the hot trends from Europe. And it appears as though they are succeeding in that by attracting some of Europe’s best tropical plant breeders and producers; and by featuring internationally recognized trend analyst Christine Boland as opening speaker for two years in a row. A standingroom-only audience heard the Dutch trend analyst’s perspective on how global events and attitudes can translate into fashion trends in Milan and even container and packaging fashions for flowers and plants.

Ty Strode told us his company is producing three popular commercial hops varieties from tissue culture, with the hopes of supplying the burgeoning Florida microbrew business.

Eight consumer needs

What better exemplifies all the tropical color on display at TPIE than these bougainvillea from Topiary Creations?

www.FloraCultureInternational.com | April 2016

One of Christine’s clients, container company Dymak of Denmark, displayed an array of Christine’s designs that reflect what consumers today are seeking. They were actually shown at TPIE first, and then in Europe one week later, at IPM Essen. Christine also named eight consumer needs—each of which our products and services can satisfy: Longing for Grip; Desire for the Human Scale; Rediscovering the Senses; Striving for Balance; Defining a Personal Pace/Rhythm;

Taking Responsibility; Reconnecting to Nature; and Cultivating the Uncomplicated. It is easy to imagine any of these being met by a visit to a garden centre.

Create Theater

On the trade fair floor, the AIFD (American Institute of Floral Designers) “Create Theater” offered daily design workshops featuring designs based on several themes, including Reclaimed, Modern, MidCentury and Children’s Spaces. A highlight was the “Wine and Design” workshop, where attendees

Mega-grower Costa Farms won the best booth award for their two-level, garden centre-inspired design.

created floral hair accessories while enjoying a glass of wine. For those who wanted to get out into the South Florida landscape, the TPIE Road Show provided three distinct tours. One focused on trends in the marketplace, including nurseries that showcased consumer products reflective of current market trends. Another tour took an in-depth look into the latest innovations in biological controls and visited nurseries demonstrating the use and results of biological controls. The third

tour explored landscape trends in garden design and nightscapes, with stops at local botanical gardens and private residential landscapes. Of course, the trade show hall was the center of the action for three days, and we were not disappointed with the wide range of new plants and products to be discovered. We’ve included a handful of our favorite finds. Mark your calendar for TPIE 2017, scheduled for 18-20 January. Bring your suntan lotion! |||

This bromelias that Patricia Bullis is showing off, Quesnelia marmorata, isn’t new to the planet, but it’s new to the industry. Patricia had this species on display in her Bullis Bromeliads booth in an inconspicuous spot, but my wife the horticulturist spotted it anyway. Patricia said it came from her private collection, and she put it into production three years ago. This is its first time at TPIE. The foliage looks like ribbon curled with scissors, or perhaps ornamental iron scrollwork. Plus, the flowers are nice, she says. Now all it needs is a consumer-friendly name.

Apricot is the newest in the SunParasol line of mandevilla from Suntory and the first in this color.

Christine Boland signs her latest trend book. The queues were long!

April 2016 | www.FloraCultureInternational.com

Consumer Germany is an economically strong nation and gardens throughout the country are becoming one of the most popular places for leisure, to relax and meet friends. It’s no wonder that the sales of garden furniture and equipment such as barbecues and electric tools rose beyond expectations in 2015. However, the Industrieverband Garten (IVG), the German garden industry association, reported during a press conference that houseplant sales are declining.

Germany’s slow sales could quickly bloom if right actions are taken F

loraCulture International sat down with Klaus Peter Teipel from Klaus Peter Teipel Research & Consultancy in Pulheim, Germany, to discuss the latest developments in the sector of cut flowers and indoor plants following a very detailed presentation he gave to IVG in Cologne. Teipel is an expert in market research focusing on garden and living, with an extensive knowledge of the German retail market. He is also a highly sought-after speaker for horticultural conferences.

Cut flowers

While cut flower sales have remained stable, the turnover of indoor plants suffered and saw a decline in 2015. According to Teipel, cut flowers still have a high emotional value and are a valued present, but there is an increasing amount of non-trade outlets selling cut flowers – supermarkets and discounters – which is worrisome for the traditional outlets such a florists and garden centres with a cut flower department. Street sales of cut flowers and sales via online shops also pose competition for the florists and create a lot of downward pressure regarding prices.

Houseplants in decline

by Anke Bührmann

The decline in sales of green and flowering indoor plants in 2015 might be an indication that ornamental plants for the home are becoming less popular, Teipel suggests. In addition, there is rising pressure from non-horticultural outlets, creating even more competition for the traditional specialised outlets in a segment that is already struggling.

www.FloraCultureInternational.com | April 2016

There are many chances for the trade to make the point of sale an emotional experience.

According to Teipel, possible catalysts for the decline in sales could be the lack of strong and emotionalappealing presentations at different points of sales, too-centralised marketing campaigns, insufficiently known brands, and a general lack of valorisation of plants necessary to maintain stable prices and create well-known quality hallmarks. There is some branding seen on the market, but it is quite selective. Cut flowers, indoor plants and bedding plants will likely become mass market products which are sold via some of the bigger players in the industry that are selling at very competitive prices, Teipel added. This might not leave much space for smaller, specialised horticultural companies.

Outlook and solutions

When asked about the future of the industry, Teipel said traditional

outlets for flowers and indoor plants will likely have very little opportunity to compete, solely because of prices. However, he also sees chances for these experts in the green trade, saying they should focus on quality, outstanding presentations, great service and special advice based on profound horticultural knowledge. Bigger specialised outlets, such as garden centres, have to offer highly-emotional presentations and shopping experiences, Teipel continued. Top-tier product quality and a good priceperformance ratio are self-evident. Strong knowledge of the different product groups is also essential. Teipel recommends emotionally appealing, high quality campaigns and marketing initiatives which ensure that the outlets are noticed throughout the year and not only during the peak seasons.

Happy Gardening by Anthony Tesselaar

Emotional products and beautiful presents

Teipel stressed another important aspect: cut flowers and indoor plants are ideal as presents. To create awareness for this, they should be displayed in a way that makes it very clear that they are a great gift, for example by presenting them as attractive arrangements or by combining them with attractive pots or vases or special products such as wine or books. The horticultural trade remains a traditional sector, which makes it difficult to bring new products or innovative ideas into the market. This characteristic might be determined by the system, fear of taking risks, resistance to trying innovations, or a lack of understanding of the buyers. Plants and flowers can be very emotional products and there are many innovations available from breeders. This means that there are many chances for the trade to make the point of sale an emotional experience – a place where people enjoy shopping that offers a rosy alternative to the digital world. From that point of view, Teipel points out, the horticultural trade does not need to be too afraid of the future. It is a sector that is lucky to work with products that are natural, charming and beautiful. But, it is becoming increasingly obvious that these products do not sell themselves as easily as they did in the past. Therefore more effort and a bigger focus on the consumer are needed. With a little extra work, an open mind, and the right research, the slow sales could quickly bloom. |||

Trend spotting Trade shows are one of the ways we all pick up on trends, and as we know, trends support and feed our business decisions. In recent months, I’ve noticed these emerging trends, some of which you may have also spotted… Spray-free plants: in other words, choosing to use plants that need less or no spraying with fungicides or pesticides to keep them healthy and looking good. There’s no arguing against it: from an environmental, occupational health, and basic cost reduction viewpoint it makes sense. Natural systems are less affected, fewer people come into contact with chemicals, and part of the budget can now be allocated elsewhere. The interesting thing is, where you might assume spray-free plants are less appealing than their fussier cousins, it’s not actually so. There are plenty of gorgeous easy-care plants out there and they’ve suddenly become hotter property. Being water wise: and by this I mean getting your head around valuing water without being anxious about it. Depending on where in the world you operate, there’s a good chance you’ve had to focus more attention on water at some point in the past year or so, especially if you’ve had too little of it. What is now obvious is that we’re taking stock and managing our water better. We now routinely filter and reuse; we encourage the development of new water technologies. Above all, we embrace those plants which use water efficiently to produce the results demanded of them. Colour: this trend is interesting and in some ways could probably be termed perennial because it has been around for quite a while. If you look back you’ll see that in tough economic times, the colour palette for plants tends to be subdued. When the market recovers, the hues become more saturated. It’s a litmus test if you like, and crude as it appears to be, it’s a good rough guide for what’s coming next. Europe and the North Americas are beginning to enjoy economic recovery so expect some gorgeous colour in those markets. In the antipodes things are a little slower to move so we’ll probably be seeing more pastels and traditional colour themes. No hyperbole: that’s right, everyone’s sick of false claims. I’ve noticed this trend steadily build, industry-wide, right through to the end users. We are becoming skeptical of enhanced or false claims. We are all tired of being lied to. We want simplicity, surety and certainty. Overstated claims may look good in promotional and marketing materials but when the disease free rose ends up being a black-spot magnet, we lose trust. Happily, those that don’t know how to operate as straight-talkers will push themselves out of business. In my view, our industry can only get stronger as this particular trend builds.

Anthony Tesselaar hails from Anthony Tesselaar International, an international project management company dealing in plants, horticultural research & development and strategic water management. www.tesselaar.com / ATesselaar@tesselaar.com

Klaus Peter Teipel is an expert in market research focusing on garden and living.

April 2016 | www.FloraCultureInternational.com

Interview François Félix, a rose grower near Grenoble, who became FNPHP (Fédération Nationale des Producteurs de l’Horticulture et des Pépinières) president two years ago, sat down with FloraCulture International to discuss his organisation’s raison d’être and why not everything comes up roses in an industry with asphyxiating rules, taxes, regulations and an outdated labour law (with important changes now underway).

‘Fine-tune your plants in way consumers simply cannot resist’ T

he national federation of horticultural producers FNPHP (Fédération Nationale des Producteurs de l’Horticulture et des Pépinières) celebrated its 70th anniversary June 2015 at Disneyland Paris. The venue was a perfect fit for an organisation whose core business is enchanting flowers, trees, shrubs and plants for the most dream-worthy landscapes. But outside the world of fairytale flowers there is a hard reality ruled by economics of scale, cheap imports, heavy taxes and manufacturing at the lowest possible cost. How is business at FNPHP? “Very good, thank you very much indeed. Turning 70 as FNPHP did last year is a major mile stone. However, we all grow old but some of us are forever young at heart! A sign that FNPHP is truly youthful in spirit is the impressive number of projects we have in line for the future of our organisation, involving both horticulture professionals and nurserymen”, said Félix

Green planting in urban areas

by Ron van der Ploeg

Defending the interests of its members is FNPHP’s primary task, but the organisation also has to develop a growth strategy for the French ornamental horticulture industry. “As such we need to partner with our customers such as garden centres, landscape architects, landscape contractors, garden retailers, but also floral wholesalers and all other stakeholders within our industry. Two years ago, we teamed up with the French association for green space managers (HORTIS), local authorities and individual councilors to gain better insight into their needs with regards to green planting in urban areas. What are

www.FloraCultureInternational.com | April 2016

The year 2014 saw the launch of the Fleurs de France label which is aiming to better help consumers make informed floral purchase and, ultimately, encourage them to buy flowers and plants grown in France.

the kind of trees they are looking for and what kind of services they expect from their suppliers? These are the questions workshops and business events try to answer as it is also our job to bring our members and other stakeholders together.”

Rosa Fortissima

When asked about the path that led Félix to the position of FNPHP chairman Félix said, “I never coveted the role of chairman nor

did I lobby to be chairman. The appointment just happened. I guess it had something to do with the Rosa Fortissima project, a joint initiative of a group of French garden rose growers and the French National Institute for Agricultural Research (INRA). Together we worked on identifying disease-resistant garden roses which continue to be firm favourites among landscape professionals and amateur gardeners with one out of every two gardens in France hosting a garden rose.”

and we are now ready to restart our cooperation to increase France’s cut flower market share.”

The importance of teamwork

“ A s the world’s population is increasingly urban the industry will have to redefine the role of the garden in the town.”

Helping disease-resistant rose varieties stand out from the crowd is the Label Rouge label. Launched in 1960, and a household name for 60% of the French consumers, Label Rouge certification guarantees that the products (food and non-food agricultural products) are superior to standard products. At present, the participating garden centres are good for the sales of one million grafted Label Rouge roses annually, which corresponds to 30% of the garden rose market. “Label Rouge roses include no fewer than 60, consistently highscoring varieties at the cream of French rose trials in Lyon and Bagatelle. Apparently, my role in this label didn’t go unnoticed as one and a half year ago FNPHP asked me to join them as their new president,” said Félix.

Dramatic drop in cut flower production

Currently, there are 4,154 ornamental plant nurseries in France with approximately 16,000 hectares in outdoor production and 1500 hectares under protection. Félix outlined that plant nurseries account for half of the production

area and half for horticulture. The French word ‘horticulture’ hasn’t the same meaning as in other parts of the world. “The word is used to describe all ornamental plants, but sometimes it is used to indicate solely glasshouse production. Basically you have one word with two meanings. And there is no real word that also includes the production of fruits and vegetables,” explained Félix. One of the top priorities of FNPHP is to make all members feel valued and these are members of an incredibly huge family including breeders, propagators, seeds men, cut rose producers, pot plant growers, bulb farmers, nursery stock growers and everyone in between. How does Félix manage to give all of these members equal attention? “Cut flowers and pot plants for example have seen the most dramatic drop in production over the past decades and might deserve some priority. Incidentally, due to political reasons, cut flower and pot plants have been outside the FNPHP for several years. Most recently, however, I visited our cut flower growers in southern France

Balancing the supply and demand for the country’s cut flower industry is not an easy job. “Communication of supply and demand at the grower’s and the wholesaler’s level is ongoing matching. Through the interprofessional organisation Val’hor we now try to connect growers with wholesalers. But is difficult to get them organized. Most growers run small-to-medium sized companies and very often they don’t’ recognize the importance of cooperation and teamwork.” Félix said he is lucky to have 25 years of professional experience to fall back on now that competition within the ornamental horticulture industry is more fierce than ever. “You need competition in order to progress, but it is also necessary to work with the other actors in the supply chain. I don’t believe in progressing alone, especially if you and your fellow growers share a certain number of problems. In garden roses, for example it was in everyone’s interest to have better access to important research.” >>>

François Félix, president of the Fédération Nationale des Producteurs de l’Horticulture et des Pépinières (FNPHP).

April 2016 | www.FloraCultureInternational.com

Interview Customer expectations are rising quickly

In 2014, the renowned consultancy firm FranceAgriMer carried out an important survey providing a comprehensive overview of the French ornamental horticulture. One of the key conclusions that can be drawn from the report is that customer expectations are rising quickly. As the world’s population is increasingly urban the industry will have to redefine the role of the garden in the town. “If urban farming and community gardening are growing in importance what are the products that we have to produce for this new urban customer?” Félix questioned. Another issue which is often heard is the rising production costs and the lack of access to financing for horticulture entrepreneurs, threatening the competitiveness of the industry. “We need solutions if our companies are to secure the funding they need to make their businesses profitable. Product diversification is one of the answers. It might be worth re considering pot sizes to stop producing masses of little plants and grow plants in bigger pots instead,” Félix said. He added, “A few years ago the only question was to have a good product at a good price and today it is not sufficient. If your product is not adapted to market demand, then you’re out. Growers should fine tune their flowers and plants in a way that consumers simply cannot resist.”

Dealing with the same problems

Meanwhile, the number of businesses decreased from 4504 in 2012 to 4154 in 2014. “Last summer, I visited some garden rose growers in The Netherlands and Belgium and we agreed that across Europe we are dealing with the same problems. And that has everything to do with fewer people of all ages buying less flowers and plants. There is also a problem with aging business owners and no successors.” Cheap imports from Spain, Italy and The Netherlands have taken their toll.

www.FloraCultureInternational.com | April 2016

“Spain and Italy are strongly competing on price and quantity, while the Dutch are providing high quality service in terms of time delivery. French growers have no other choice than to highlight the excellent product quality by using labels such as Label Rouge. They should use the label’s authority to further develop the ornamental plants market.”

How to stop the decrease in flower consumption?

What possible actions does Félix believe could help stop the decrease in flower consumption ? “French growers will find it difficult to increase the quantity of sold products. My message to consumers is to opt for professionals when buying flower and plants. If you’re located near the producer, you are pretty sure about the product quality, and I believe it should be possible to shorten the distance between producer and end consumer even if there is a distributor in between. All players in the supply chain should work as closely as possible.”

One of the very few fresh cut flower stands at the 2016 Salon du Végétal : cut flowers have seen the most dramatic drop in production over the past decades.

Félix noticed that the problems among cut flower growers are probably the biggest. Cut flower production faces cheap imports from Africa and The Netherlands and it is really difficult to solve a problem of this magnitude. The year 2014 saw the launch of the Fleurs de France label which is aiming to better help consumers make informed floral purchase and, ultimately, encourage them to buy flowers and plants grown in France. Is there a risk of Dutch or African flowers being sold under the Fleurs de France label? “I don’t think so. In order to earn certification you will need to confirm that 50% of the crop time was spent in France and it is really not enough to show a ‘Made in France’ invoice. The certification system is linked with regular controls and checks.”

Tax is a very big issue

Speaking of controls and checks, what is the relationship between FNPHP and the government? “We are in regular contact with local authorities and government officials. It is important to have a

by William Armellini

good relationship with these officials to launch projects together and to resolve sector-related problems such as tax issues. We really draw the attention to no more additional costs for our companies. Tax is a very big issue. One of the largest problems the industry faced over the past two years was the new VAT. Previously we were at 5.5% and today we are at 10%. It was not benificial for the sales of flowers and plants. Now there is a second problem related to the labor and compulsary health assurance. On top of that comes another, the so called Pénibilité tax. If your personnel operate in a challenging working environment you have to pay this tax.”

A need for real solutions

Catching up with officials is definitely not part of Félix’ weekly duties. “I try to hold meetings with the government three or four times each year. Personally, I think this is enough because I have the feeling that the government wants to earn time with any kind of meeting. My goal is to use the precious time to find real solutions. ” Does Félix believe France’s Minister of Agriculture, Mr Le Foll, is doing a good job? “I am sure that his ministry works a lot and listens carefully to people. But I am not sure whether Mr Le Foll has satisfying solutions for our problems. I believe it takes more than just listening. You have to understand the people and help them find solutions.”

A very fragile recovery

Meanwhile, reports show that France’s economy grew 1.1% last year. It has been said that the recovery is very fragile and there are still fears that the eurozone’s second biggest economy could be slipping in another downturn. “To state that everything is going better would be tricky. I believe there is growth in the new technologies segment, but we horticulturalists are not yet experiencing any growth. Remember that our industry is a very traditional production sector that has seen no growth over the past few years. As for FNPHP’s future goals and plans I believe we should focus on increasing product sizes and marketing appeal. I don’t see the necessity of bigger production volumes as our market is limited in size.” |||

Miami

Why go to College? Growing up in America comes with all sorts of basic requirements. You need to eat your breakfast, brush your teeth, get plenty of sleep and go to school. Elementary school is a no brainer since you don't really have a choice and like it or not your parents are going to drop you off there, so start learning. Grade school (1-8) as we called it was basically fun and you get to meet your neighbors and get invited to pool parties if you are considered "cool" or at least respectable and acceptable enough to be on the invite list. As we grow and move on to middle and then high school the learning process gets much more complicated. Now that you are in your teen's hormones play a greater role in your life and are amplified when you enter a room full of other young men and women with raging hormones. Your desire to learn is often over shadowed by your desire to be desired. Up to this point your education has been useful to help you learn to read, write, calculate, regurgitate, assimilate and flirt. As you near the final few years of High School the whole education process takes on a most serious turn. If you are lucky enough to be able to afford college, or not, the pressure is on to decide what you want to do or be in life. Most of us at this point only have a vague idea of the answer and the reality is that we are likely to change our minds several times before the second semester. Many do not make it passed the first year before dropping out for any number of reasons: Homesickness, too difficult, you don't like your roommate; you miss your girlfriend or boyfriend from back home, etc. Getting to the point of this column I have often thought about why I went to college. It was never an option as my parents knew it was the right thing for me and could afford to support the very expensive journey. So off to college I went and I learned many things, some I can write about and some I cannot. The most important thing I learned in college was to go to class and sit in the first row. This forced me to pay attention and not fall asleep. It also gets one physically closer to the professor and that always works in you favor. But I think the main reason to go to college is to meet people, like you. You never know who you are sitting next to. The next Bill Gates might be there trying to figure out the same life decisions as you. Surely there is much to learn and knowledge to absorb but the connections you make in college will stay with you forever and be useful in life, even if you forget the difference between preposition and subject. Don't forget to wear your sunscreen Miami is HOT!

William Armellini. Editor Flowersandcents.com williee@flowersandcents.com

April 2016 | www.FloraCultureInternational.com

www.FloraCultureInternational.com | April 2016

Locally grown A UK-based initiative to promote UK grown flowers has evolved from the seed of an idea into a thriving network of over 260 small-scale growers in four short years.

‘Our USP is that we are not the big boys’ F

lowers From The Farm was formed in 2011 to promote locally grown flowers and now has members from Cornwall in the southwest of England, to Fife in central Scotland. Members actively use social media and PR initiatives to spread the message about local, seasonal British grown flowers to build consumer awareness and sales and it’s working.

Building the British Flowers brand

by Jean Vernon

“We see ourselves, very much echoing what has happened in Europe with local food,” explains Gill Hodgson, founder of Flowers From the Farm. “Consumers have started to recognise the importance and the value of local food and are already taking an interest in heritage varieties of vegetables. They want something a bit different, something that’s grown locally that they know the provenance of and that’s now extending into flowers.” The scheme doesn’t compete with commercial growers but helps build the overall British Flowers brand. It’s all about promoting cut flowers in general. “Our strength is that we are growing the varieties that the commercial growers don’t, we would never ever try to compete with them,” says Gill.

Artisan growers

“Our members are growing in large gardens up and to about 7-acres of land,” she reveals. “But our average grower has about a half-acre plot. The number of flowers you can get from half an acre is absolutely astronomical, I’ve got an acre and it’s more flowers than I can manage. I grow over 80 flower varieties, because I want to be able to go out and pick a bunch of flowers or foliage at all times of the year. I’ve got a small polytunnel but 90% of my material is grown outside, we are not pretending to be big, our USP is that we are not the big boys.”

Ambitions

“Eventually we would like to get a flower grower servicing a 10 mile radius, so that people could find locally grown seasonal flowers within 10 miles, that’s a great ambition to have. I think we would need about 600 members all over the country, we have 260 now, so we are on our way.” “Our members take their flowers to weddings, farm shops and farmers markets and show them with bells of Ireland, with Hellebores, with Dahlias, with mint and rosemary; people don’t recognise these flowers anymore. It’s about giving people more choice and helping them to recognize there are other flowers out there, as well.”

(photo credits: Gill Hodgson).

Promoting flowers

Prince Charles shows keen interest in Flowers from the Farm at the Great Yorkshire Show.

It’s a template that could be used worldwide to promote cut flowers and locally grown produce. “Our rules for membership are very basic, because we are interested in promoting British flowers, and so quite simply people have to be growing flowers for market here in Great Britain and be willing to promote British flowers. We are a not for profit network set up with our legal status as a cooperative and it’s run by volunteers. The British

flower market is very much about artisan growers and it’s very much in its infancy, we want people to get good stories out there about British Flowers.”

Creating brands

In the UK and the rest of Europe there is a shift towards consumers choosing artisan and homegrown produce, perceiving its local provenance and quality. Flowers from the Farm has generated plenty of positive publicity to the British Flowers brand, but represents a small percentage of flower sales. The bulk of the UK flower production remains in the hands of the remaining traditional producers that supply the supermarkets. Gill added, “I think we need to promote the flower market as a whole because then we just make certain that we are getting our share. It’s always quoted that 10% of the flowers bought in Britain are actually grown here, let’s see if we could get it to 20% that’s not a big proportion but it doubles the size of the British Flower industry and wouldn’t that be fabulous?” It’s a model that has many plus points and could be successfully emulated anywhere, but especially in other European markets. ||| For more information please visit www.flowersfromthefarm.co.uk

April 2016 | www.FloraCultureInternational.com

Belgium

How the seven deadly sins burst into bloom The not-to-be-missed event of 2016 is the Ghent Flower Show/ Floralies of Ghent. To be opened by their majesties, King Philippe and Queen Mathilde of Belgium, the Floralies show will burst into bloom from April 22 to May 1, earning the city of Ghent the sobriquet ‘City of Flowers!’ by Ron van der Ploeg

ig names in international floral design have announced their plans to attend, and the Royal Society for Agriculture and Botany (KMLP) show organiser Pieter Toebaert says visitors will not only see but truly experience Belgium’s biggest flower show. The preparations are well underway. “We as organisers are not counting in days but in hours. Most recently, all Floralies operations at the KMLP headoffice have been temporarily moved to our office downtown Ghent to be on hand to help setting up the 10-day floral extravaganza.”

www.FloraCultureInternational.com | April 2016

Dynamic interactions

The first seeds for the Floralies were planted in 1806 when a handful of growers –who had just coming back from the UK inspired by the English flower shows- gathered at the city inn in preparation of what was to be the first Ghent Flower show with the main goal of boosting the sales of flowers and plants. The issue remains as relevant as ever in the horticultural world today. But the question of ‘how’ to best increase sales has dramatically changed. “Following our 2010 show, including a four hectare indoor garden at Flanders Expo, the newly-appoint-

ed board of directors concluded that, if we want to continue beyond the next two hundred years, our future is in dynamic interactions, not only between the Floralies and the city council, but also between the exhibitors and the new generation of flower and plant lovers. Our challenge was that we didnt’t need growth in quantity but in quality,” said Toebaert.

Flemish still live paintings

With this in mind a multidisciplinary team of professionals including growers, florists, plant breeders,

architects, interior designers and event planners gathered around the table. “We did the math with four hectare of indoor garden to be replicated in the city centre but not just by using copy and paste,” said Toebaert. Toebaert draws parallels between the Flemish still live paintings and tableaux vivants from the 17th and 18th centuries. “”The flowers and plants at the Floralies always have looked superbly, and the garden design was outstanding but the people weren’t really connected to it. Our goal is to be more than just an ordinary flower show and for that we divided the city in north, east, south and west and looked for convenient locations throughout Ghent. Our search ended in the Arts District, including four areas: Bijloke, Leopold Barracks, Saint Peter’s Square and the Citadel Park - all four of which are easy accessible within a four kilometer radius.”

Seven deadly sins

Floralies’ return to the city centre, where it all started over two hundred years ago, will see an exciting mix of centuries erasold cobblestone streets, baroque churches, old mansions and ten of thousands of colourful cut flowers,

pot plants, bedding plants, trees and shrubs. And if the weather gods are not kind to the expected 250,000 visitors? “The festival will include many all-weather enclosed sites, so that adverse weather conditions will not interfere,” reassured Toebaert. He added that each area will seduce the Floralies-goers with their own charm and beauty. “Consider the Saint Peter’s Square and its electric atmosphere. Our city is home to a sizeable number of university students and this area is both a cultural and an educational hub. Inspired by the Past and Future theme growers will bring in plants that have been grown for many centuries, while academic research will be under the spotlights in one of many churches. But Toebaert ensures that this will not only be a place for devote clergy. “World renowned flower arrangers Tomas de Bruyne from Belgium, Natalia Zhiko from Russia and Hitomi Gilliam from Canada will team up to prepare a gigantic flower chandelier which will hang down from the basilica’s vaults. There are speaking plants, shining examples of urban gardening, people can lie down on the

Citadel Park.

couch of the plant psychologist while the seven deadly sins will come to live in a floral explosion of colours, shapes and fragrances,” Toebaert said.

Healing landscapes

In Bijloke, a consortium of 12 Rhododendron will join forces to take part in a dazzling display of Rhododendron, Azalea, Camellia and bonsai trees. Bijloke will also as the spot where East meets West, highlighting the establishment of the Ghent, Belgium and Kanazawa, Japan sister city relationship, established in 1971. Celebrating

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Spectacular floral design.

April 2016 | www.FloraCultureInternational.com

Belgium 150 year of diplomatic ties between Ghent and Japan will be a demonstration by the famed Japanese Ikebana master Akane Teshigahara. The third site, the Leopold Barracks, will be the perfect example of how to successfully blend trees, history and storytelling. “A pop up forest will rise from the parade ground, hiding all kind of fun flowers,” Toebaert said. The last venue, the Citadel Park, will host four floral art installations, a series of model gardens. Here, the focus will be on healing landscapes, including a therapeutic garden, a garden for the blind and people suffering from burnout.”

Scientific basis

Sponsored by the Belgian board for ornamental growers, florists and landscapers, AVBS, the flower and plant show in the historical Floralies Hall will highlight the texture, fragrance and colour of plants and provides a comprehensive overview of what kind of ornamental crops are grown, and where, in Belgium. “While previously the focus was on the grower who has plants, it is now plants which are grown by growers. Most stories will have a scientific basis or be told by experts in the field. The therapeutic garden,

for example, was built working together with the academic UZ Ghent hospital, the garden for the blind is backed by an institute of blind people, while first hand experiences from the elderly was used to create the social inclusionthemed gardens,” Toebaert explained. Now that the Floralies has become a city event, it will open from

Floralies’ project manager Pieter Toebaert.

08:00am until 10.00pm, offering the city’s workers a chance to visit during the evening hours. “So we are definitely targeting a new audience,” said Toebaert. The main goal has changed also. “While advancing our horticulture industry, its growers and their products, is still high on the agenda, it is equally important to stand out from other flower shows by staying one step ahead,” added Toebaert.

Professionals Only event

Floral art by Stef Adriaenssens.

www.FloraCultureInternational.com | April 2016

Asked about how the industry will benefit, Toebaert announced the Professionals Only day on April 20th. At 6:00pm the show will host a networking event with trendwatcher Sandra Konings giving a presentation on product innovation. The Floralies is truly an international event with countries such as China, Taiwan, The Netherlands, Spain, Canada, the USA, Russia being present. The royal couple will also attend, opening the event on April 22. “The funny thing is that when we started in 1808, Belgium didn’t exist, so the first Floralies took place under the reign of King Willem I, who will be commemorated in

Certifiable in California by John Ingwersen

the Citadel Park, which once hosted the Dutch citadel. The citadel has gone but the entrance gates are still there and will be decked with flowers in honour of this king,” Toebaert said.

Quite a Belgian affair

The 2016 Floralies will run in conjunction with other important flower events such as the opening of the Royal Greenhouses at Laeken, the Groot Bijgaarden flower show and the Keukenhof show in the Netherlands. But Toebaerts is not afraid of competition. “All mentioned shows are very nice, and we are only delighted that so many organisations and shows put flowers and plants forward. Every two years Brussels rolls out its flower carpet and it is amazing to see how many people are attracted by flower events.” In a country which is home to two predominant cultural and linguistic groups, the Flemings and the Walloons, the question remains whether this is a Flemish, Walloon or Belgium expo? “We have an association of nine Walloon growers –mostly specialising in bedding plants and Christmas trees as well as some nice type products such as garden orchids and hardy banana trees- and we also welcome the presence of the French speaking province of Mons. I believe it’s quite a Belgian affair.”

Being top-of-mind

Asked about the organisation’s future goals, Toebaert sees a blooming future ahead. “I believe there are still plenty of opportunities to renew in our own backyard. But we can also intensify the cooperation between other European cities in organizing green events. We think it is important to have a year-round presence with smaller garden events being organized ahead of the major exhibition every four years. Being top-of- mind is our biggest challenge, but now we have also a Dutch Floralies which is set to be held in 2017. So we will make sure people do not forget about us,” Toebaert said. Will the Dutch Floralies also go outside? “Well it took us more than 200 years to change the set up, so I guess the Dutch event needs first needs some time to become established,” Toebaert concluded. |||

Farewell fellow plantsman A friend of mine passed away unexpectedly a couple weeks ago. He was someone I’d known for a fairly long time, and the acquaintance felt even longer because he also had known not only my father but my grandfather as well. In terms of our friendship that put him into a unique category, sort of a bridge to the past. I had just seen him a few weeks before, looking quite robust, and we spent, as we were wont to do, a good chunk of time talking about one of his collections and a bug problem he was having. In view of what was coming it was a pretty innocuous conversation. I suppose in looking at it, we weren’t really friends per se, not in the traditional sense. Rather, we were fellow enthusiasts who shared the joy of getting excited about things most people would find of rather little interest, e.g., a particular kind of tree or an interesting cultivar of some species or other. He was a collector, not a grower. I’m a grower, not a collector, but whenever we got together I always learned something, and was always inspired by something he said. I guess I should point out I’m growing several varieties of plants I otherwise would never have known or thought of, thanks to this gentleman. As such, he fell into a very special category of person, i.e., the kind you make time for, even when you don’t really have it. I’m going to miss my friend…

John Ingwersen graduated with a degree in marketing from Georgetown University in 1990, and founded Jungle Jack’s, Inc. in 1995. sales@junglejacksthailand.com

For more information please visit www.floralien.be

April 2016 | www.FloraCultureInternational.com

International Events April 2016 1-2. United Kingdom RHS Spring Plant Extravaganza at the RHS Horticultural Halls. Featuring the RHS London Orchid Show. www.rhs.org.uk 5-6. United States Fresh Connections Retail in Philadelphia, Pennsylvania USA Network with leading retailers, explore consumer trends and uncover new business opportunities. www.pma.org 9 to 14. United States California Spring Trials. www.horticultureevents.com 11 to 14. Turkey 3rd International Symposium on Organic Greenhouse Horticulture in Izmir, Turkey. www.oghsymposium2016.org/en/ 12 to 14. Ukraine Flower Expo Ukraine at the International Exhibition Centre (IEC) in Kiev, Ukraine. www.flowerexpo-ukraine.com 15 to 17. United Kingdom RHS Flower Show Cardiff at the Bute Park in Cardiff. www.rhs.org.uk 20 to 24 April. The Netherlands 69th Flower Parade (Bloemencorso van de Bollenstreek). This year’s theme is Flowers & Fashion. www.bloemencorso-bollenstreek.nl 21 to 23. Kazakhstan Flowers Almaty at the Atakent Exhibition Center in Almaty, Kazakhstan. www.expoflowersalmaty.org 22 April – 1 May. Belgium Floralies Ghent. Floralies Ghent will debuting as an outdoor plant and flower event in the city’s Arts District. www.floralien.be 23 April to 30 October. Turkey Expo2016 Antalya, an international horticultural exhibition devoted to nature, the environment, children and future generations. It’s an event that revolves around the theme of ‘Children’, reinforced by cultural, historical and artistic activities. www.expo2016antalya.org.tr/en

29 April to 15 May. Korea International Horticulture Goyang Korea 2016 10th International Flower Exhibition at Lake Park, Goyang City near Seoul. bom@flower.or.kr www.flower.or.kr 29 April to 16 October. China Tangshan International Horticultural Exposition 2016. www.aiph.org May 2016 5-8. United Kingdom RHS Malvern Spring Festival www.rhs.org.uk 11 to 12 May. Mexico Fresh Connections Mexico in León, Guanajuato, Mexico. Tap into new business opportunities in Mexico and other global markets. Acquire solutions for increased operational productivity. www.pma.org 11 to 13. China 18th Hortiflorexpo IPM Beijing. www.hortiflorexpo.com 17-19 May. Australia Fresh Connections Australia and New Zealand in Brisbane, Australia. Get direct access to the movers and shakers of the Australasian fresh fruit, vegetable and floral industry. Stay ahead of your competition with cuttingedge education on the latest technologies and global trends. www.pma.org 19-21. Azerbaijan Caspian Agro, the country’s largest agricultural trade show taking place at the Baku Expo Center from May 19-21. T. +99412 447 4774 F +99412 447 8558 caspianagro@ceo.az www.caspianagro.az 23-26. Spain II ISHS International Workshop on Floral Biology and S-Incompatibility in Fruit Species in Murcia, Spain. www.verticesur.es/congresos/ FBSI2016/ 24-28. United Kingdom RHS Chelsea Flower Show. www.rhs.org.uk

25-29. Turkey Ciopora’s AGM 2016 will take place in Istanbul, Turkey. +49 40 555 63 702 www.ciopora.org

www.FloraCultureInternational.com | April 2016

June 2016 2 to 6. Ireland Bloom Ireland, Phoenix Park, Dublin, 9am – 6pm www.bloominthepark.com 3 to 4. United Kingdom RHS London Rose Show. www.rhs.org.uk 7 to 10. The Netherlands Dutch Lily Days. www.dutchlilydays.com 8 to 10. Kenya International Floriculture Trade Expo (IFTEX). www.hpp.nl 14 to 16. The Netherlands GreenTech at the RAI convention centre in Amsterdam. www.greentech.nl 14-17. Germany/Netherlands 2016 Flower Trials. 49 Breeding companies in three regions present their latest innovations and future developments in pot and bedding plants. www.flowertrials.com 20 to 22. United States International Floriculture Expo, United Fresh, FMI Connect and Global Cold Chain Expo at the McCormick Place, Chicago. info@floriexpo.com www.floriexpo.com 21 to 22. United Kingdom HTA National Plant Show at Stoneleigh Park, Coventry, Warwickshire, CV82LZ, UK. T. +44 118 9303132 F. +44 118 9323453 enquiries@nationalplantshow.co.uk www.nationalplantshow.co.uk

14 July. United States Fresh Connections: Floral Miami in Miami, Florida USA. Connect with familiar faces, form new relationships and stay on top of trends and discover new products and varieties important to the floral community. www.pma.com 17-18 August. South Africa Fresh Connections Southern Africa in Pretoria, South Africa. Delve into the retail and supply chain trends – both global and local – that present exciting opportunities for Southern Africa. www.pma.com 18 August. Brazil Fresh Connections Brazil in São Paulo, Brazil. Gain insight into innovative marketing strategies, local business practices, consumer and retail approaches for optimal profitability in Brazil. www.pma.com 20-24. United Kingdom RHS Flower Show Tatton Park, near Knutsford, Cheshire. www.rhs.org.uk 21 to 26. Switzerland International Garden Centre Association Congress in Zurich, Switzerland. Small country – plenty of variety. We invite you to get to know the fascinating variety that Swiss garden centres have to offer. www.igcc2016.ch 26 to 28. United States IGC East Show at the Baltimore Convention Centre. www.igcshow.com August 2016

22 to 24. Brazil 23rd Hortitec at the Holambra/SP convention centre. www.hortitec.com.br

16-18. United States IGC (Independent Garden Centre) Show at the Navy Pier in Chicago. www.igcshow.com

July 2016

15-19. Malaysia 15th International Peat Congress. “Peatland in Harmony Agriculture, Industry, Nature” Kuching, Malaysia. www.ipc2016.com

5-10. United Kingdom RHS Hampton Court Palace Flower Show www.rhs.org.uk 9-12. United States Cultivate’16 will be held in Columbus, Ohio on July 9-12, 2016. www.AmericanHort.org/ Cultivate 13-15. United States The 47th Annual Fleuroselect Convention, hosted by Ball/ PanAm will take place from 13 to 15 July in Naperville/Chicago, United States. www.fleuroselect.com

24 to 27. The Netherlands Plantarium, the leading international nursery trade fair. info@plantarium.nl www.plantarium.nl 25 to 27. United States Farwest Show at the Oregon Convention Centre, Portland, Oregon. With nearly 900 booth spaces, the Annual Farwest Show is your ticket to the nursery and retail garden centre industry. www.farwestshow.com

China Endorsed by the Chinese Ministry of Agriculture and the Bureau of State Forestry, the Hortiflorexpo IPM trade show is the fundamental point of reference for the Chinese market as well as Asia’s leading business platform in ornamental horticulture. The 2016 edition will be held at Beijing’s China International Exhibition Centre from May 11-13.

Hortiflorexpo IPM Beijing: shifting dates and new venue

by Ron van der Ploeg

eld in odd-numbered years in Shanghai and even years in Beijing, Hortiflorexpo IPM is a powered by IPM Essen. Last year, the show reported over 600 exhibitors (+45%) from home and abroad. Now in its 18th year, the Hortiflorexpo IPM show will take place later than usual, from May 11-13 at the China International Exhibition Centre, attracting big crowds. Visitors will see the newest products and services in the Ornamental Plants, Technology, Floristry and Gardening themed areas.

Upbeat mood

The mood on the show floor is expected to be upbeat as demand for lifestyle horticulture products continues to be strong. Now that sustainable development has become one of the top policy issues of the country’s leaders, China invests a lot in the creation of sustainable urban green spaces. Take for example Beautiful China, a beautification project that aims to make the country’s parks, public spaces, and communities more beautiful and sustainable. It offers China’s ornamental horticulture and gardening industry a wide range of business opportunities just like the National New-type Urbanization Plan, which foresees a construction boom of around 30 million houses over the next six years. Given the fact that 60% of China’s population will be living in cities by 2020, thousands of green acres will be replaced by concrete and all this makes it more essential to build and preserve open green spaces in urban areas.

Growth chances

Hortiflorexpo IPM Beijing will benefit from this economically favorable situation, welcoming a

strong contingent of city planners and landscapers. “China is and will remain a market with growth chances for the future. With the China Flower Association, we have a competent partner at our side. Not least, this is also the reason why Hortiflorexpo IPM Beijing has once again grown even further and is registering an even stronger international demand,” said Oliver P. Kuhrt, CEO of Messe Essen GmbH. Hortiflorexpo IPM Beijing will once again treat its exhibitors and visitors to a top-notch educational programme.

2016 show dates

Hortiflorexpo IPM continues to grow in size each year. Bookings for the 18th Hortiflorexpo IPM Beijing are flying in. Event organiser China Great Wall International Exhibition Company has announced that this year’s show will be held at the new built China International Exhibition Centre. It is estimated that the show floor will cover an area of 26,700 m2 with exhibitors from 30 countries. |||

April 2016 | www.FloraCultureInternational.com

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Anthony Tesselaar Plants..... 35..................................www.tesselaar.com Dutch Lily Days.......................... 3...........................www.dutchlilydays.com Florasearch Inc........................ 35.............................www.florasearch.com Floricultura B.V.......................... 6................................www.floricultura.com Flowers & Cents....................... 35.....................www.flowersandcents.org Green Tech................................. 2......................................www.greentech.nl Jungle Jack’s............................. 6...............www.junglejacksthailand.com Messe Essen (IPM Dubai).... 36...................................www.ipm-dubai.net Real IPM...................................... 6......................................www.realipm.com Thierry Richez........................... 35 This index is provided as a service to our readers. The publisher does not assume responsibility for errors or omissions.

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