Fci February 2015

W W W . F L O RA C U L T URE . EU

Colombia

INTELLECTUAL PROPERTY

Minimum Distance: redefining ‘clearly distinguishable’

BRAZIL

Trends dictate marketing of potted foliage

Asocolflores on the sturdy state of the flower industry Brought to you by

w w w. k i s a n . c o m

F e b r u a r y 2 015

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Table of Contents

February 2015 Volume 25 Number 2

The sturdy state of Colombia's flower industry In a series of exclusive talks, FCI sat down with Asocolflores president Augusto Solano who provided insight into the current state of the Colombian flower industry.

by Ron van der Ploeg

Trends dictate marketing of potted foliage

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Minimum Distance: redefining ‘clearly distinguishable’

Trends shape the horticultural life style industry. It’s basically a fact that all horticultural entrepreneurs are familiar with, specifically growers of foliage houseplants. Their product range is constantlyevolvingtomeetnewcustomer demands and trends. Operating in this highly volatile market for almost 30 years now, São Paulo-based Flora Evora continues to opt for direct marketing.

CIOPORA Secretary General Dr Edgar Krieger elaborates on the breeders’ vision of future IP protection for plants incorporated in the CIOPORA Position Papers on Minimum Distance, Scope of the Right, Exhaustion and Breeders´ Exemption. In this issue we will explore thetopicofMinimumDistancebetween varieties and question the concept of “clearly distinguishable”.

by Mauricio Mathias

by our own correspondent

26

Departments International Events World News Advertising Index Science Monthly

28

Columns 25 30 35 32

From the editor Dutch Comfort Miami Happy Gardening

07 27 29 33

The goal of ExhibitionGuide is to deve­ lop a global directory of trade shows and exhibitions, which provides information for both exhibitors and visitors allowing them to research and plan their expo experience ahead of time. As an international directory, ExhibitionGuide offers a cross-sector and crosscountry overview of horticultural trade shows and flower & garden shows.

ExhibtionGuide helps you to find a specific product, highlights the differences between competing shows and is the first step towards the best buying decisions.

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February 2015 | www.FloraCultureInternational.com

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FloraCulture The business magazine for worldwide floriculture

‘Concordiaresparvaecrescunt’ Editorial & Administration Offices FloraCulture International Hedd Alwyn Business address: ECA Office 140-21, Legmeerdijk 313, Hughes 1431 GB Aalsmeer Postal address: Postbus 1081, 1430 BB Aalsmeer T (31) 297 769 095 Circulation Administration: FBW Woerden P.O. Box 612, 3440 AP Woerden, the Netherlands T (31) 34 84 31 393 E info@fbw-woerden.nl Angie Duffree Editors: Ron van der Ploeg (ron@floracultureinternational.com) Editorial team: Chris Beytes, Lotte Bjarke, Alicja Cecot, Aldo Colombo, Arturo Croci, Audrey Gerber, Marie-Françoise Petitjean, John Sutton and Jennifer Zurko.

Founding editor: Debbie Hamrick Publisher: FloraCulture International (jaap@floracultureinternational.com) Printer: SDA Print+Media Designer: Finnmedia, Aryen Bouwmeester Copy correction and sub-editing: Vanessa Heinrich

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Europe, Africa, Asia/Pacific International Accounts Management: FloraCulture International, Business address: ECA Office 140-21, Legmeerdijk 313, 1431 GB Aalsmeer Postal address: Postbus 1081, 1430 BB Aalsmeer, the Netherlands T (31) 297 769 095 M (31) 62 21 65 220 Hedd Alwyn Hughes (hedd@floracultureinternational.com) Angie Duffree (angie@floracultureinternational.com) Italy, Southern France: Arturo Croci, (acearturo@yahoo.it) Scandinavia: Lotte Bjarke (post@lottebjarke.dk) LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T (45) 21 48 75 30 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:WilliamArmellini(william@floracultureinternational.com) China: Dr Sun Jing Xian (consultingflower@yahoo.com.cn) India: Niranjan Deshpande (team@kisan.com) T (91) 20 302 52 000

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From the editor

by Ron van der Ploeg

It wouldn’t be January in Essen (Germany) without the Internationale PflanzenMesse, the IPM Essen trade show, turning the giant Messe Essen convention centre into a horticultural extravaganza showcasing the latest breeding breakthroughs in cut flowers, bedding plants and ornamental shrubs & trees, while celebrating the newest in horticultural technology and supply.

Increasingly considered to be the most important horticultural trade exhibition in the world, the IPM attracted over 1,500 exhibitors from 46 countries. An estimated 60,000 industry professionals from around the world gathered from January 27-30, to be treated once again to the world's best horticultural window displays.

Now in its 33rd year, the IPM show has proven its mettle year after year. And this is not an easy job. Not for the IPM and not for the exhibitions and events industry as a whole.

Today’s trade show executives are working in a new economic and technological landscape inhabited by a new generation that will have been raised on social media platforms and may have had little experience with face-to-face marketing. These new communities as well as the growing number of private events such as open days, workshops and mini conferences are all competing with trade shows for influence, time, money and attention.

But the (trade) show must go on! Trade shows are in fact the original, the most authentic Social Media. They are more vital and important than ever! Because another reality is that in this fast-paced impersonal technical world, both buyers and sellers have an urgent need for real face-to-face interaction.

Our annual ExhibitionGuide not only honours all the individuals and organisations that continue to make horticultural trade exhibitions possible all over the world. It also provides a wealth of information for both exhibitors and visitors, allowing them to research and plan their expo experience ahead of time. The supplement includes the 17 largest and most influential horticultural trade shows and events of the world. Page 12 Another great initiative to support exhibition organisers is the new, AIPH Expo Conference which will take place on Thursday 19 March 2015 at Marriott Paris Opera Ambassador Hotel, Paris, France.

AIPH Expo Conference addresses organisers of international horticultural exhibitions as well as anyone with an interest in this area.

The event will host a great line up of speakers including Sven Stimac, Friends & Friends, who will be sharing best practice for high quality and successful expos including attracting visitors and maintaining expo quality. Featuring and reviewing the momentous Qingdao – International Horticultural Exposition 2014, in China (four million visitors to its 241 hectares of gardens, pavilions and exhibitions!!), speaker Li Fengli will discuss lessons learned and give advice for future expos.

AIPH Secretary General, Tim Briercliffe will take the opportunity to present a new AIPH Expo Strategy that will include the plan for supporting expos, the new AIPH Brand and use within expos, as well as new AIPH Regulations for Exhibition Organisers.

Vicente Loscertales, Secretary General, The Bureau International des Expositions (BIE) will be on hand to discuss the BIE Expo Strategy with particular focus on the current programme for international expos and BIE expectations for A1 horticultural expos.

For further information on the programme contact Tim Briercliffe, AIPH Secretary General at sg@aiph.org

FloraCulture International (ISSN1051-9076) is published monthly.

Worldwide distribution. ©2015 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 1081, 1430 BB Aalsmeer, the Netherlands.

Ron van der Ploeg, editor ron@floracultureinternational.com

February 2015 | www.FloraCultureInternational.com

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Colombia In a series of exclusive talks FCI sat down with Asocolflores president Augusto Solano who provided insight into the current state of the Colombian flower industry.

Asocolflores presidentcelebrated for 15-year legacy E

stablished in 1973 to represent the interests of the Colombian flower growers in world markets, the Colombian Association of Flower Exporters (Asocolflores) represents more than 65 percent of total Colombian flower exports.AsocolfloreswelcomedMr AugustoSolanoasitsnewpresident in 2000, which means that this year he is celebrating 15 years of leadership and board service.

Doing business with nearly 90 countries

by Ron van der Ploeg

Whenaskedabouttheassociation’s role in the industry and whether this has this changed over the past 15years,SolanosaidthatAsocolfloreshasplayedacomprehensiverole that has impacted a wide variety of fields, and has served to bolster, drive and defend the Colombian floriculture industry. “Initially, Asocolflores’effortswereabsorbed by logistics, but in more recent years it has invested a great deal of energy in guaranteeing access to major markets that have come underthescopeofinfluenceofFree Trade Agreements with mainly the US, the EU and Canada. The greatestchallengeourindustryhas faced, and in which Asocolflores played a significant role, was the decade-long appreciation of the Colombian Peso - from which I feel certain Colombian floriculture emergedstrongerthanever.Going forward,Asocolflores’sightsshould be set in good part on consolidating sustainable development from its mainstay Florverde Sustainable Flowers certification.”

Colombian floriculture has been obliged to render itself more efficient over the past 15 years

www.FloraCultureInternational.com | February 2015

socolflores president Augusto Solano

in response to macroeconomic pressures.Inaddition,thecountry’s growers have had to improve their product quality and enhance customer service to compete with overseas competitors. “So now we have arrived at a point of significant market diversification from which we are able to do business with nearly 90 countries. Nevertheless, theindustry’sexportfocalpointhas been and still is the US to which we export 75% of our flowers.”

Top provider

Despite the trials and tribulations its flower industry has gone through with the appreciation of the peso, some bad weather and, at times,stagnantmarketgrowthhere and there, Colombia has managed

to hold onto its position as the top provider of flowers to the US, and #2 to the world.

But there are many more things the Asocolflores President is proud of. When asked about his most rewarding accomplishment in the past 15 years, he said, “Without a doubt”, it’s having served the production sector and its business people effectively. People whom I happen to admire for their courage and vision, and for the well-being and future prospects they furnish for thousands of Colombians and their families. And in that service, it has been rewarding to be able to help garner national and international recognition and respect for our flower industry and Asocolflores.”

2014 was a positive year

As Solano looks back over the last 12 months, 2014 can be summed up as the year of ‘recovery’, ‘stabilisation’ and ‘significant improvement in quality’. Also making inroads into new markets by taking advantage of Free Trade Agreements, particularly in Canada.

“In general, 2014 was a positive year for Colombian floriculture. It managed to achieve more stability andthathelpedcompaniesgetback on their feet,” summarised Solano, who added that, Colombian flower exports, except for a very few years, have never stopped growing. “In 2013, exports grew 5% over 2012, and we estimate 2014’s final export figure, to be announced by the government this coming March, to have increased between 2.5% and 3% in comparison to 2013 when we exported USD1,334 million.”

Supply is more in line with demand

Over the past few years, Russia has become Colombia’s 2nd largest market with a 5% participation, and Japan its 3rd with a similar participation.“Thesetwocountries have now surpassed the United Kingdom, which had over many years held 2nd place, but we still firmly believe that there remains a lot of potential there for Colombian flowers.”

Export volumes have varied. “In 2013, the volume went up 5% and we estimate it will have gone up some 4% in 2014. However, we still have not matched our top 220-thousand ton export volumes we reached in 2012,” recalled Solano. He continued, “Our natural market remains the United States, to which we send 76% of our exports. As of November 2014, we logged a 2.24% increase in value. Japan saw a +6% rise in November 2014, UK sales grew by 7.8% in the same period and Canada also saw a 6.8% rise.”

Overall, Solano believes that supply is in line with demand. “For some years now, there hasn’t been the oversupply there used to be.

However, tempestuous changes in international economics and precarious weather continue to affect the markets.”

Quick floral facts Colombia has around 7,000 hectares dedicated to export flower production, of which 75% corresponds mainly to rose, carnation, Gerbera, daisy and Alstoemeria crops that pepper the Bogota Savannah. Other flowers, such as chrysanthemums and hydrangeas, are grown in Antioquia, which contributes over 20% of national flower production. Tropical flowers and foliage are grown in the midwestern region of the nation. But it is of note that the country as a whole exports over 1,000 varieties of flowers that currently lead the bouquet-export line mainly in US and UK markets.

In 2014, Colombia counted 400 flower companies, many of whom do not directly export their products.

Over these past two years, Colombian floriculture has been working on consolidation and stabilization. No flower companies have closed during this period, but there are a number of companies undergoing reorganisation with government oversight.

Russia

Overall, demand for flowers in Russia, one of the strongest upcoming marketsoverthepastfewyears,has dramatically fallen. What has been (is) the impact for the Colombian flower business?

“It just cropped up toward the end of last year, but it has now turned critical. In general, this market is our 2nd largest and continues to represents 5% of our exports.

However, Ecuador and Holland >>>

February 2015 | www.FloraCultureInternational.com

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Colombia suffered much more, because Russia represents a considerably higherexportpercentageforthem, more than 30% in the case, as I understand. We need to keep in mind that at the individual level here in Colombia, some farms have a larger stake in the Russian market than others, and so the challenge on those farms is far more critical.

International economic events are very volatile, but the situation in Russia generated from a drop in oil prices coupled with larger international political events could all turn a corner in the not too distant future.”

Interconnected society

Speaking of volatility, today we live in an increasingly fast-paced, interconnectedandcomplexglobal society. How has digital transformation impacted the Colombian flower business?

“Today, no company can escape the digital era or ignore being connectedwiththeirtargetcustomers.

Asocolflores has put significant effort into its sustainable production stance, and its recently launched Florverde Sustainable Flower certification webpage. Its design of ad campaigns on Facebook, Twitter, LinkedIn and Pinterest have all

helped further this cause.”

Solano said that the leaders in his industry have their own ways to manage these industry changes.

“Some companies are more in step with others, but in general theglobalconnectivitytrendhas permeated all of them to some extent or other.”

Own strengths

Closely working together with the Colombian government, has Asocolflores received enough support/incentives from the

Colombian administration?

“Several years ago, at the height of our most dire difficulties, the governmentextendedColombian floriculturesomesupportthatdid managetohelpmanycompanies, but at the same time others were forced to shut down and go into bankruptcy. The deciding force that has really allowed many of ouraffiliatecompaniestosurvive over the years has been precisely what they have stored up within themselves – the ability to practically reinvent their company

Colombia is ready for Valentine’s Day Valentine’s Day is one of the biggest holidays for giving flowers, generating 10,000 additional jobs every year, primarily in Cundinamarca, where most of export flowers are grown.

In the run up to this year’s Valentine’s Day, Asocolflores president, Augusto Solano, stated that flower growers were focusing their efforts on meeting the demands of the most important sales period for the nation’s floriculture industry concentrating on the quality of their flower varieties, their customer service and working hand-in-hand with the Association on shipping logistics.

“We estimate Colombia will be exporting a similar volume of flowers as last year, mainly to the United States. By the same token, Valentine’s Day accounts for around

12% of our annual sales”, stated the trade association leader. Solano mentioned that the weather conditions have not been a big concern so far and foresees that production will be business as usual with the bar being set at exporting around 1,500,000 boxes of flowers this holiday. “Valentine’s Day 2015 falls on a Saturday this year.

By then, many florists should have taken delivery of their orders and supermarkets should have gotten set up, so consumers can stock up on their favourite Valentine’s bouquets”, added Solano.

www.FloraCultureInternational.com | February 2015

inside out, knowing and using theirownstrengths.Asocolflores has contributed to these entrepreneurialeventsonmanyfronts.

For the moment, flower growers receive no government support save for a few limited resources earmarkedforattendinginternational trade shows.”

Domestic market

The Colombian flower industry is a prime example of an export driven industry. That means its domestic market is

largely dependent on imports. Can something be done to increase and developtheproportionofdomestic market share now that Colombia sees an investment boom? In the first quarter of 2014 alone, the country’s economy grew by 6.4%.

“Colombia’s per cápita income has traditionally been very low, but it has started to grow significantly over the past few years and there are some niches that merit looking at. I believe that the main catch to developingthismarketisadistributionsystemabletoguaranteegood quality. Companies usually keep their eye on just exports, so products that come into the domestic marketaren’tthebest.Asocolflores has looked into this matter, but unfortunately it hasn’t had the resources or time to dig in as deep as it could; it is at the top of our to-do list.”

Trade missions

In 2014, Asocolflores embarked on different trade missions across the world, while it boosted its presence atinternationalflowertradeshows.

Solano spoke with industry leaders and stakeholders in Europe and Asia. “One of the main functions of the president of Asocolflores is to establish an active voice within the global floral dialogue. Asocolflores has always kept up its affiliation with the world’s main flower organisations to gain a bird’s-eye view of upcoming industry trends and challenges, particularly as it pertains to our commitments here on the ground of sustainable floriculture coupled with social development. On the other hand, in mydealingswithrepresentativesin

ponderthenewgenerations,which have an enormous potential.”

The greatest challenge is to stay off the ropes in the low-labor cost ring set up by some producing nations.

“Our greatest opportunities, on the other hand, lie in the capacity we nowpossesstobolsterbothColombia’s position and its portfolio of varieties, after having pushed the last crises that only served to shore up our nation’s flower companies.” |||

theseareas,Ihavebeenverypleased to witness the recognition and appreciation that is manifested in globalmarketsforColombianflowers, and especially for its steadfast institutional participation.”

Proflora

2015 will mark an important year as Bogotá will host the Proflora show from 28-30 October, 2015.

The show is already practically fully booked. “We are very pleased with theresponsewehavegeneratedand, asalways,expectthisyear’sProflora to be even better than previous ones.

We expect over 300 flower growers along with goods and services suppliers to exhibit at Proflora 2015.

We expect to boost attendance of international buyers and guest countries to the trade show, as well as expanding the flower farm tours making them a precise reference point for Colombian floriculture socio-environmental, innovation and logistics momentum.”

Future

What would Solano rank as the major challenges in the Colombian flower industry at the moment?

“The biggest assignment is definitely to keep the quality of Colombian flowers and to guarantee thephytosanitaryexcellencetoour buyers.”

If he could offer one key piece of advice to today’s flower growers in Colombia, Solano would recommend they continue to reinvent their business and create strategies to make themselves more competitive. “They must keep their eyes very firmly on the markets and

February 2015 | www.FloraCultureInternational.com

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2015

ExhibitionGuide

FloraCulture

T

he goal of ExhibitionGuide is to develop a global directory of trade showsandexhibitions,whichprovides information for both exhibitors and visitors allowing them to research and plan their expo experience ahead of time. As an international directory, ExhibitionGuide offers a cross-sector and cross-country overview of horticultural trade shows and flower & gardenshows.ExhibtionGuidehelpsyou tofindaspecificproduct,highlightsthe differencesbetweencompetingshows and is the first step towards the best buying decisions. (Photo credits: HTA National Plant Show).

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Turkey

Eurasia Plant Fair/ Flower Show Istanbul Eurasia Plant Fair/Flower Show Istanbul is one of the largest trade shows for the ornamental horticulture and gardening industry. Ideally located on the crossroads between the West and the East, Eurasia Plant Fair/Flower Show Istanbul is by far the region’s most important trade exhibition in a rapidly expanding plants and landscaping market attracting top international buyers and sellers from around the world. The event is now recognised as more than just a meeting point of two continents, it’s the meeting point for the world!

The2014showfeatured333exhibitorsfrom21countrieswhoproduce10,000+different plant varieties (net stand area was 11,143 sqm). The show welcomed a strong flow of international exhibitors with Italy, Germany and the Netherlands particularly well represented.Ondisplaywerearecordnumberofplantvarieties,suitableforallweather conditionsandsoiltypes,thelatestmaterialsandtechnologiesforproductionofplants, along with landscaping equipment and services.

Eurasia Plant Fair/Flower Show Istanbul 2014 again proved it is much more than just an exhibitionbydeliveringauniqueinsightintotheornamentalplantsandlandscapingsector inTurkeyandtheregion.Exhibitorsandvisitorswereabletobenefitfromthisfirst-hand exchange of information and so plan with more confidence their future activities and investments.Exhibitorsreportedmanyenquiriesfrompotentialbuyers,suchasnational andinternationalconstructionandlandscapingprojectcompanies,hotelsandleisure facilities,wholesalers,retailerse.g.gardencenters,realestatemanagementcompanies and 101 different municipalities from Turkey alone.

AnincreasinglyimportantelementinthesuccessoftheFlowerShowIstanbulisthehigh number of international buyers attending and in 2014 a record 1,532 visitors from 43 countriesattendedwiththeMiddleEast,Europe,andthenewrepublicsinCentralEurope particularlywellrepresented.Exhibitorswerenotonlyabletomeetwiththekeybuyers fromTurkey’semergingsector,buttheymadevaluablebusinesscontactsinmanyother exciting markets.

Turkey is one of the world's most strategic points and is located on the old Silk Road.

Istanbul,Turkey'scommercialcenteristheworld'sonlycitylocatedontwocontinentsthatis connectingtheeastandwest.IstanbulFairCenter,IstanbulInternationalAtaturkAirportis locatedintheface.TherearedailydirectflightstoIstanbulAtaturkInt’lAirportfromalmost all over the world. After landing, it takes three minutes from airport to fair area by taxi. At thesametime,afteronestopfromtheAirportMetrostation,reachtheIstanbulFairCenter.

www.FloraCultureInternational.com | February 2015

Dates : 26 – 29 November 2015 Trade show hours : 26,27,28 November 10.30 – 19.00 29 November 10.30 – 18.00 Venue: Istanbul Fair Center, Yesilkoy/Istanbul Entry for industry professionals free of charge upon showing their business cards.

T + 90 312 442 28 20 E info@cyffuar.com.tr I www.flowershow.com.tr/en

2015

ExhibitionGuide

Russia

FlowersExpo2015 The 5th international trade exhibition FlowersExpo is set to take place at Moscow’s largest convention centre, Crocus Expo, from September 8th-10th, 2015.

Actively supporting Russia’s largest horticultural event are professional and amateur flower associations, the Russian Chamber of Commerce and Industry, the Russian Public Organisation for Small and Medium-sized Enterprises, ‘Opora Rossii’, the Russia Greenhouse Manufacturers Association ‘Greenhouses of Russia’, the National Guild of Florists, the National Guild of Professional Landscapers and the Russian Nursery Stock Association. The Expo also enjoys strong government support from a wide range of government departments and hosts each year a record number of country pavilions. For this year’s edition, the Netherlands, Colombia, France, Ecuador, Poland and Turkey have already announced their presence.

Expectedtoattendthe2015FlowersExposhowarethousandsofflowerandplantgrowers, nurserymen,greenhousebuilders,landscapers,floralwholesalers,florists,gardenretailers, andsupermarketmanagersfromRussia.Althoughinternationalparticipantsrepresentmore than60%oftheexhibitors,FlowersExpopridesitselfonbeingRussia’sonlyhorticultural trade exhibition where one can shake hands with a host of Russian entrepreneurs.

FlowersExpoisapowerfulmarketinginstrumentoftheindustry,anidealplatformforthe promotionofproductsandbusinessdevelopment.Itistheplacewheresellersandbuyers meetfacetoface.Aswellasmakingsales,FlowersExposervestoforgenewrelationships, strengthenexistingalliances,generatepositivePR,conductmarketresearchandbuildyour brand on the Russian market.

The three-day event will showcase a wide range of products such as cut flowers, pot plants, nursery stock products, supplies and equipment and greenhouse technology, stunningnewflowerandplantcultivarsaswellasproductsanddesignsforthelandscape and floristry industry.

Last year, the show attracted 500 companies from Russia and 27 other countries. Over 15000peoplefrom75Russianadministrativefederaldistricts,buyersfromhundredsof Russian cities and towns along with trade delegations from 40 countries flocked to the Crocus Expo convention centre to see a horticultural extravaganza that included a topnotch educational programme attracting 5,000 participants.

But it is the visitor quality rather than the numbers at FlowersExpo that really impresses.

73% of visitors to the show claim to make or influence plant-buying decisions. They are mostlyinterestedincutflowersandpotplants(55%),nurserystockproductsandlandscape (17%),equipmentandgreenhousetechnology(12%)andfloristry(15%).FlowersExpo2015is the leading International exhibition on floriculture and gardening. Don’t miss it!

Dates: 8-10 September 2015 Trade show hours: Tuesday 8 & Wednesday 9 September 10.00-19.00 Friday 10 September 10.00- 17.00 Venue: Crocus Expo Moscow T +7 495 221 12 51 F +7 495 221 12 51 E info@flowers-expo.ru I www.flowers-expo.ru

February 2015 | www.FloraCultureInternational.com

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France

Salon du Végétal The Salon du Végétal is the French trade show for the flowers and plants industry. Around 550 international exhibitors will be presenting a wide range of plants in Angers from 17 to 19 February 2015. Celebrating its 30th anniversary, this year’s event is expected to attract 15,000 trade visitors.

The 3-day event is THE annual meeting place for everyone involved in selling andsourcinglifestylegardeningproductsandservices.Whetheryour’reaplant breeder,grower,landscapeprofessional,florist,gardencentreretailer,supermarket manager,serviceprovider,researcher,wholesaler,publicworksemployee,property managerorlandscapedesigner,theSalonduVégétalofferstheopportunityto meet,connectandbuildrapportwithcurrentandprospectivecustomers.Salon duVégétalpridesitselfonbeingaplant-focusedshow,showcasingthecountry’s widestrangeoftrees,shrubs,perennials,beddingplants,cutflowers,potplants, bulbs, young plants, seeds and everything in between.

The Salon du Végétal is the country’s largest international trade show for the ornamentalhorticultureandgardeningindustry.In2014,theshowattracted visitors from 32 countries, while there were 165 exhibitors from 11 countries.

LocatedinFrance’shorticulturalheartland,thePaysdelaLoire(some200km southwestofParis),theSalonoffersthechancetogobehindthescenesoflocal flowerandplantnurseries.TheorganisersoftheSalonwillhappytohelpyou planning your farm tour.

Feature areas and top notch educational programme: • PôleDistribution:apavilionregroupinggardenretailersandtradeservices • Pôle Paysage: highlighting the urban landscaping industry • Bouquetsd’aujourd’huiexhibitionislandshowcasingthelatesttrendsincutflowers • Young Plants Area • PlantPerspectivesoffering30minutelecturesonconsumerandstyletrends • Innovert Novelty Showcase, • EspaceInspiration:anareadevotedtocontemporarydesignideaswithplants • About50conferencesandtalksaboutvariousthemesinafriendlyatmosphere.

Dates: 17-19 February 2015 Tradeshow hours: Tuesday 17 February and Wednesday 18 February 8.30-19.00 / Thursday 19 February 8.30-18.00 Venue : Parc des Expositions, Angers, France T +33 2 41 79 14 17 F +33 2 41 45 29 05 salon@bhr-vegetal.com www.salon-du-vegetal.com

www.FloraCultureInternational.com | February 2015

Brazil

Hortitec 2015 Hortitec is the most important horticultural trade show of South America, hosting a full range of exhibitors from the flower and fresh produce sectors. Now in its 22nd year, Hortitec will host over 450 exhibitors, while more than 28.000 visitors from 20 different countries are expected to attend this year’s show.

Hortitec will be based in the heart of Brazil’s premium flower and pot plantproducingarea,includingthecountry’smostinspiring,completeand convenientflowerwholesalemarkets,7kmawayfromtheVeilingHolambra and Cooperflora.

Exhibitorsofirrigation,coolingandheatingsystems,greenhouses,machinery, equipments,seeds,bulbsandcuttings,pots,substrates,fertilizers,packaging, biotechnology and everything in between will showcase their newest products and services.

Hortitec2015:Brazil’spremierhorticulturaltradeshowyoushouldn’tmiss!

• More than 450 exhibitors • More than 28.000 visitors • Excellent business opportunities • New technologies • Update contacts • Market analysis • Lectures, meetings, etc

Dates 17-19 June 2015.

Trade show hours: Wednesday to Friday, 9.00 – 19.00 Venue: Expo Center Expoflora – Holambra/SP - Brazil T 00 55 19 3802 4196 F 00 55 19 3802 4681 E rbb@rbbeventos.com.br I www.hortitec.com.br

2015

ExhibitionGuide

United Kingdom

HTA National Plant Show The UK’s premier horticultural trade show is putting plants in the spotlight! The HTA National Plant Show, sponsored by Hortipak, will take place on Tuesday 23 and Wednesday 24 June 2015 at Stoneleigh Park, Coventry.

Dates: Tuesday 23 and Wednesday 24 June 2015 Trade show hours: Tuesday 23 June: 09.30 – 17.00 and Wednesday 24 June: 09.30 – 16.00 Venue: Stoneleigh Park, Coventry, Warwickshire, CV8 2LZ, UK T +44 (0)118 9303132 F +44 (0)118 9323453 enquiries@nationalplantshow.co.uk www.nationalplantshow.co.uk @HTAPlantShow #plantshow

Now in its sixth year the HTA National Plant Show will showcase the best of Britishplantsuppliersandofferstheperfectopportunitytodiscovertheplants customers will love at the UK’s only trade show dedicated to plants.

TheshowbringstogetherthewholeoftheUKplantsupplychaintopresentnew introductionsandcurrentrangesforthefollowingseasonandprovidesaunique opportunity for plant buyers, facilitating interaction between all facets of the supplychain,ultimatelyaidingplanningandpurchasingofrangesinlinewithnew consumer trends.

Register now to: • SeethewidestrangeofplantsfrombeddingtotreesfromBritishsuppliersall under one roof • View plants at a time of year when they are at their best • Start planning your ranges at the optimum time • Learn from leading industry figures at free plant-focused seminars • Explore and order sample stock from a range of exhibitors at the Marketplace • Find your next best-selling plant in the New Plant Area “ It’s now an essential part of the year for anyone buying plants.”

Marcus Cousins, Aylett Nurseries

February 2015 | www.FloraCultureInternational.com

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2015

ExhibitionGuide

Germany

IPM ESSEN IPM ESSEN is the only specialist trade fair anywhere in the world to cover the entire value chain of plants. At the 33rd edition of IPM ESSEN in 2015 over 1,600 exhibitors from around 50 different countries showed their portfolios of products and services: from the newest plant breeds via innovative technology and floristry on the highest level right up to equipment for efficient marketing.

Theworld'spremierhorticulturalfairisnotonlythenumber-oneorderingplatformbutalso apioneeringtrendsetterandanimportantsourceofimpetusfortheglobalgreensector.

In addition to a comprehensive range available in the exhibition, an excellent fair programmewithlivefloralshows,prizepresentationceremoniesandinformativeforums awaits the top-class trade visitors from all continents.

IPM ESSEN is the central stage for worldwide commerce in the green sector. No other trade fair in the horticultural sector offers trade visitors such a comprehensive market overview and so many multifaceted novelties.

Dates: 26-29 January 2016 Trade show hours: 9.00 – 18.00 Venue: Messe Essen T +49 201 7244532 E info@ipm-essen.de I www.ipm-essen.de

February 2015 | www.FloraCultureInternational.com

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WORLD FLORAL EXPO 2015 Dates: 11 – 13 March, 2015 Trade show hours: Wednesday March 11th 10.00 – 18.00 Thursday March 12th 10.00 – 18.00 Friday March 13th 10.00 – 16.00 Venue: Los Angeles Convention Centre, 1201 S Figueroa St. Los Angeles, CA 90015, USA T +31 20 6622 482 patricia@hpp.nl www.worldfloralexpo.com

UnitedStates/Ethiopia/Kenya/Netherlands

World Floral Expo 2015

TheWorldFloralExpocountrytourlandsinLosAngelesthisyear.Itsprimarytargetaudience are flower growers and buyers from all over the world with a strong presence of from the USA,Canada,Ecuador,Colombia,Japan,Thailand,Taiwan,Kenya,Ethiopia,Holland,Mexico, Peru, Italy and Israel.

The second target group the trade show focuses on are the suppliers of the flower industry withvariousproductsandservicesasbreeding,production,packingandtransportation.The World Floral Expo is a trade only event. Admission is allowed to those who are professional active in the floral trade industry.

Hortiflora Expo Over the past decade, Ethiopia’s floriculture and fresh produce sectors have rapidly gainedmomentumandarenowamongtheleadingsuppliersofhorticulturalproducts to the world market. Both industry segments will be largely represented at Hortiflora Expo, which is set to take at the Millenium Hall in Addis Abeba from March 25-27, 2015.

Hortiflora Expo serves as a platform for the Ethiopian growers and the national and international suppliers of the horticulture industry.

IFTEX TakingplaceatNairobi’sultra-moderneventsandmeetingsvenue,VisaOshwalCentre,IFTEX ranks among the world’s fastest growing horticultural trade exhibitions. Now in its fourth year,IFTEXproudlyannouncesthatitwillbeaddinganother5.000m²toitsshowfloor.Ideally located in East Africa, IFTEX is not only THE meeting place for the Kenyan flower industry, it alsoattractlargenumbersofindustryprofessionalsfromotherflowerproducingcountries such as Ethiopia, Uganda, Zambia, Tanzania, Malawi, Zimbabwe and South Africa.

IFTF Nowinits6thyeartheInternationalFloriculture&HorticultureTradeFair,IFTF,isanindustrywideeventservingallsegmentsofthefloriculture&horticultureindustry.Heldinconjunction with the FloraHolland Trade Fair, the 48,000m2 IFTF show strongly focuses on cut flowers, offeringthelatestvarieties,newmarketingideas,toolsandsupplies.TheIFTFoffersexcellent business opportunities and is a great place to meet face to face.

www.FloraCultureInternational.com | February 2015

HORTIFLORA EXPO Dates: 25 – 27 March, 2015 Trade show hours: Wednesday March 25th 10.00 – 18.00 Thursday March 26th 10.00 – 18.00 Friday March 27th 10.00 – 16.00 Venue: Millennium Hall, Addis Ababa T +31 20 6622 482 patricia@hpp.nl www.hortifloraexpo.com

IFTEX Dates: June 3 – 5, 2015 Trade show hours: Wednesday June 3rd 11.00 – 18.00 Thursday June 4th 10.00 – 18.00 Friday June 5th 10.00 – 18.00 Venue: Oshwal Centre Nairobi Kenya T +31 20 6622 482 patricia@hpp.nl www.iftex.org

IFTF Dates: November 4 – 6, 2015 Trade show hours: Wednesday November 4th 10.00 – 18.00 Thursday November 5th 10.00 – 18.00 Friday November 6th 10.00 – 18.00 Venue: Expo Haarlemmermeer Stelling 1, 2141SB Vijfhuizen Netherlands T +31 20 6622 482 patricia@hpp.nl www.iftf.nl

2015

ExhibitionGuide

Italy

Flormart Flormart is Italy’s leading horticultural trade show, representing and bringing together the entire nursery gardening product line, where international entrepreneurship and professionalism meet.

The show reflects the importance the ornamental horticulture and gardening industry has in the Italian economy, encompassing a series of agricultural and industrial businesses with complementary figures, such as, landscapers and businesses specialised in planning, creation and maintenance of ornamental gardens and forests.

Flormart caters to trade professionals of the entire horticultural supply chain: wholesalers, importers and exporters of plants and flowers, nursery stock growers, gardencentreretailers,florists,supermarketmanagers,serviceproviders,landscape architects, public work employees and gardeners.

Nursery gardening and respect for the environment have already come together at Flormart in 2014 with the Agrienergy project. This Green Exhibition is devoted to the wood-energysupplychainforthenursery-gardeningdivisionandtechnologiesforenergy saving which have become essential factors of innovation and competitiveness for companies.

In 2015, Flormart will reinforce the sustainability theme by addressing sustainable gardeningandtheconnectionbetweenurbanplanningandlandscape,introducing numerous eco-friendly and technological solutions in terms of quality, creativity, researchanduseofnewmaterialsintheappliedgardeningfield.Particularattentionwill begiventotheintegrationbetweentechnologicalandnursery-gardeningcomponents, for protecting biodiversity, health and improvement of quality of life in urban areas.

The theme “Productive Green areas”, at the heart of the 2015 edition of Focus Verde Urbano, organised by Il Verde Editoriale, will be the convention topic preceding the awards ceremony for the 16th edition of “La Città per il Verde” (“The Green City”). This year, a special section will be devoted to city vegetable gardens, teaching gardens, agricultural parks, and to the other various forms of urban farming that involve technologicallyadvancedsolutions.Theafternoonfieldtrip“FuoriFlormart”willbea sort of cross-town itinerary through the city of Padua.

TheFlormartGardenistheinternationalplanningcompetitiondevotedtolandscape architects,designers,planningstudios,ornamentalplantproducers,and,ingeneralto allgardeningandlandscapeprofessionals.Thecompetitionaimsatcreatingawareness abouttheurbanlandscape,bringingvaluetothearchitecture-naturerelationship,and highlightingtheimportanceofgreenareasasasustainableresourceforpublichealth and the improvement of quality of life in cities. The nursery-gardening sector thus assumes a strategic role in land protection and biodiversity.

Dates: 9-11 September 2015 Trade show hours: Wednesday 9 September 9.00 – 19.00 Thursday 10 September 9.00 – 19.00 Friday 11 September 9.00 – 18.00 Venue: PadovaFiere Exhibition Centre (Free entrance for trade operators) flormart@padovafiere.it www.­flormart .it

Anarrayofproposalsforlivingthegarden:outdoorfurniture,furnishings,productsand accessoriesfordecoratingthegarden,lighting,pools,naturalpools,outdoortilingand panelling materials and systems.

Aninteractiveworkshopandtrainingeventreservedtoflowerandplantprofessionals, florists,andgardencentremanagers,devotedtothelaunchingoftrendsandstyleswith demonstrations by master florists from the most important schools and academies.

In2014over80foreigntradeprofessionalsparticipatedinFlormartandmorethan2,000 business/sales meetings were held between exhibitors and foreign buyers. For the 2015 edition, work is under way to increase the number of foreign visitors with buyers selectedandinvitedfromFrance,theCzechRepublic,Egypt,Morocco,Poland,Spain, Switzerland, Tunisia, Turkey and Hungary.

February 2015 | www.FloraCultureInternational.com

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The Netherlands

FloraHolland Seasonal Trade Fair Naaldwijk The Seasonal FloraHolland Trade Fair will be held Wednesday 18 and Thursday 19 March 2015 in Naaldwijk, the Netherlands. New this year is an exciting evening opening on Wednesday March 18. Leading florists and designers will take part in the FloraHolland Florist Event, with Pim van den Akker, one of the global stars of flower design, being among the experts giving demonstrations The two-day trade event ranks among one of the country’s best places for doingbusinessinthehorticulturalandfloriculturesector.Coveringanareaof 11,000m2,theFloraHollandSeasonalFairNaaldwijkwillgathermorethan500 exhibitorsshowcasinganextensiverangeofgreenandfloweringhouseplants, garden plants and cut flowers.

Occupying pride of place will be a Novelty Showcase featuring the latest breedingbreakthroughsandretailingconcepts,includingthe2015GlassTulip Award winners.

TheSeasonalFloraHollandTradeFairdifferentiatesitselfbyitswiderangeof seasonal products on offer.

Formoredetailsvisitwww.floraholland.com/seasonaltradefair,orcontactthe Marketing Eventsdepartment at events@floraholland.nl or T +31 (0)297 39 36 12. Want quick access to the trade floor? Preregister in order to get quick accesstothetradeflooratwww.floraholland.com/seasonaltradefairWeare lookingforwardtowelcomingyoutotheFloraHollandSeasonalTradeFairin Naaldwijk!

www.FloraCultureInternational.com | February 2015

Dates: 18-19 March 2015 Trade show hours: Wednesday 18 March 09.00 – 21.00 (Florist Event) Thursday 19 March 09.00 – 16.00 Venue: FloraHolland Naaldwijk, Middel Broekweg 29, 2670 AE Naaldwijk, The Netherlands T +31 297 39 36 12 events@floraholland.nl www.floraholland.com/seasonaltradefair www.facebook.com/FHTradeFair www.twitter.com/floraholland #FHTF

2015

ExhibitionGuide

The Netherlands

FloraHolland Trade Fair Aalsmeer The FloraHolland Trade Fair Aalsmeer is THE place where the international horiculture industry gets together. More than 650 suppliers of plants and flowers from the Netherlands and from across the world will be exhibiting their new products and concepts to the attending exporters, wholesalers and customers.

A wide range of cut flowers and plants that are either available for order immediatelyorinfuturewillbeonshow.Therewillalsobemanynewproductsand product concepts present.

Dates: 4-6 November 2015 Trade show hours: Wednesday 4 November 9.00 – 17.00 Thursday 5 November 9.00 – 17.00 Friday 6 November 9.00 – 14.00 Venue: FloraHolland, Legmeerdijk 313, 1431 GB Aalsmeer, The Netherlands T +31 297 39 36 12 events@floraholland.nl www.floraholland.com/ tradefair F: www.facebook.com/FHTradeFair T: www.twitter.com/floraholland #FHTF

Inspiration at The Village ‘The Village’ is the heart of the trade fair and and we make sure that it is a must-see forvisitors.Thereyoucanexperiencecompellingpresentationsthatoptimallymeet the wants and needs of variousconsumer groups. It’s denitely worth a visit.

Breeders This year, more than 50 leading breeders of flowers and plants will be presenting innovativenewproducts,creatinganall-encompassingnetworkingandinspiration fair for floriculture.

Inspiration The FloraHolland Trade Fair is a dedicated trade show that brings together and offers inspiration and solutions for the ornamental horticulture and gardening industry.WearelookingforwardtowelcomingyoutotheFloraHollandTradeFair in Aalsmeer! Want quick access to the trade floor? Then take advantage of the preregistrationatwww.floraholland.com/tradefairandsaveyourselfalotoftime.

February 2015 | www.FloraCultureInternational.com

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Poland

Green is Life Organised by the Polish Nurserymen Association and Agencja Promocji Zieleni, the Green is Life show is truly a plant-focused trade fair.

Green is Life is Central and Eastern Europe’s leading trade exhibition for thenurserystockandgardeningsectorhosting250exhibitorsfromPoland, Belgium, Denmark, France, the Netherlands, Lithuania, Germany, Czech Republic, Italy, Ukraine and Belarus.

Green is Life is a must-visit fair offering trees, shrubs, perennials, patio and beddingplants,potplants,cutfoliage,seeds,bulbstogetherwiththenewest trendsintechnology,suppliesandequipmentfortheornamentalhorticulture and gardening industry.

Poland’sleadingnurserystocktradefairistheperfectplaceforpresentation– rightbeforethenewseason.ItalsoservesasthecommunicationforumforPolish and international professionals. In 2014, the event welcomed 14,500 visitors, including 5,877 industry professionals from Poland and 30 other countries.

Green is Life proves to be popular with customers from Central and Eastern Europeancountries.65%ofthemwereownersandmanagersofcompanies.

The show welcomes a strong flow of international growers, wholesalers, landscape architects, builders and green contractors as well municipals authorities. “The business character of the fair is very strong. The first two days (Thursday and Friday) are geared towards professionals only,” said AgnieszkaŻukowska,managingdirectorofGreenisLife.“Theattendanceof industryprofessionalsincreasedlastyearby10%.Wewillcontinueextending the programme for business guests.”

www.FloraCultureInternational.com | February 2015

Dates: 3-4-5 September 2015 Trade show hours: Thursday 3 September and Friday 4 September: 9.00 – 18.00 Saturday 5 September: 9.00 – 17.00 Venue: EXPO XXI, Prądzynskiego Str. 12/14, Warsaw, Poland T +48 22 435 47 20-22 info@greenislife.pl www.greenislife.pl

2015

ExhibitionGuide

International Events February 2015

4 March. Belgium Florall Spring 2015. Last year, 4 to 6. Germany Belgium’s leading trade show for Fruit Logistica Berlin, the world’s the lifestyle horticulture industry leading trade fair for the fresh fruit was reduced to a one day event. It and vegetable business. attracted 900 visitors and hosted 125 exhibitors. www.fruitlogistica.de www.florall.be 4 to 6. United States New England Grows at the Boston 6 to 8. United States Convention & Exhibition Center, Plans are underway for the Midwest'spremierfloralEvent,the Boston, Massachusetts Great Lakes Floral Expo. Industry www.newenglandgrows.com members from across the country will attend the 2015 meeting, 17 to 19. France Salon du Végétal at the Parc des scheduled for March 6-8, at the Amway Grand Plaza Hotel/ DeVos Expositions in Angers, France.

Place in Grand Rapids, Michigan. salon@bhr-vegetal.com rod@michiganfloral.org www.salon-du-vegetal.com www.michiganfloral.org 25 to 27. Italy Myplant&Garden, inaugural 11 to 13. United States edition of Milan’s brand new World Floral Expo 2015 at the Los horticultural trade show at the Angeles Convention Centre.

Fiere Milano Rho fair ground. www.hppexhibitions.com www.myplantgarden.com 11-15. Switzerland Giardina, the country’s leading 25-27. Italy home and garden show at the FloraTrade Workshop, a strictly b2b event, with a very streamlined Messe Zurich convention centre. format, based on meetings www.giardina.ch between top buyers, trade and producers, with conferences and 13-22. Canada market analysis.

CanadaBlooms at Toronto’s Direct Energy Centre & Exhibition Place. en.floratrade.it www.canadablooms.com 26 February. United Kingdom 14 to 15. United States The Garden Retail Supply Chain Summit. The event will investigate The Northeast Floral Expo, the nation’s 4th largest florist trade the key drivers of this change including omni-channel retailing, show, serving the floral industry thegrowthofhighstreetgardening, in New England, New York, New Yersey and beyond. Venue: Mystic plant supply post 2012/13 and Marriott Hotel&Spa in Croton, the rapidly expanding product supply base – and assess how these United States. drivers are shaping the industry www.northeastfloralexpo.com of tomorrow. Venue: Grand Connaught Rooms, London 14 to 15. United Kingdom petra.majzlikova@haymarket.com RHS Garden Rosemoor Spring Flower Show. www.gardenretailawards.com/ summit www.rhs.org.uk

19 March. France AIPH Expo Organisers Conference, Paris, France. sg@aiph.org 20-22. United States Green Bay, Wisconsin, is the site of "Fields of Green", the Wisconsin & Upper Michigan Florists Association's annual convention. The 2015 meeting will be held at the Green Bay Radisson Hotel & Convention Center, March 20-22. rod@michiganfloral.org www.wumfa.org 20 March- 17 May. The Netherlands The world famous spring garden in Lisse, Netherlands. The 2015 Keukenhof theme will be ‘Van Gogh’, one of Holland’s most famous painters. www.keukenhof.nl

13 to 15. Sweden Nordic Flower Expo, MalmöMässan, Malmö, Sweden.

Nordics leading trade fair for flowers and plants targeting trade visitors from Sweden, Denmark, Norway, Finland and the Baltic region. www.nordicflowerexpo.com 15-16. Netherlands FloraHolland Spring Fair www.floraholland.com 17 to 19. United Kingdom RHS Flower Show Cardiff www.rhs.org.uk 19 to 24. Italy 6th International Symposium on Production and Establishment of Micropropagated Plants. www.regflor.it/ISHS2015/

20-24. Spain 3rd International Symposium on Organic Matter Management and 25 to 27. Ethiopia Hortiflora Expo at the Millenium compost use in horticulture Endorsed by the International Hall in Addis Ababa.

Society for Horticultural Sciences www.hppexhibitions.com (ISHS) and the Spanish National Research Council (CSIC), the 3rd 25 to 27. Australia edition of this symposium is aimed Melbourne International Flower&Garden Show at the Royal atbringingtogetherscientistsfrom aroundtheworldworkingonareas Exhibition Building & Carlon of organic matter treatment and Gardens. compost use in horticulture. info@melbflowershow.com.au jalburquerque@cebas.csic.es www.melbflowershow.com.au www.verticesur.es/congresos/ 31 March to 2 April. Ukraine CFH2015/ The organisers of Flowers & HorTech Ukraine, Nova 22 to 24. China Exhibitions and CoD Exhibitions Hortiflorexpo at Shanghai’s Ltd., are pleased to inform that New International Expo Centre the 9th edition of Flowers & (SNIEC).

HorTech Ukraine will take place www.hortiflorexpo.com from 31 March – 2 April 2015 in Kiev. The exhibition will, as 30 April-11 May. Italy always, be organised under the FloraFirenze: Cut flower, indoor patronage of the Flower Council plant and nursery stock growers of Ukraine. and showmen from Italy will be info@nova-exhibitions.com participating in the inaugural Contact person: Mr. Kuno Jacobs edition of FloraFirenze at in 26-28. Poland 14 to 22. United States the Cascine park in Florence, Gardenia,nurserystocktradeshow Chicago Flower & Garden Show the Cultural Capital of Europe. at Poznan’s International Fair. at the Navy Pier, Chicago, Illinois April 2015 The event will take place 8.30 P (312) 241-1250 www.gardenia.mtp.pl -18.30 from 1-11 May 2015 and F (888) 845-4148 8-12. United Kingdom is expected to be an horticultural info@chicagoflower.com 17th European Orchid Show and extravaganza, a purpose built March 2015 www.chicagoflower.com Conference London 2015. flower show, featuring plants, The show will fill the RHS flowers and amazing garden 1 to 8. United States 17 March. France Horticultural Halls in Vincent designs.

2015 Philadelphia International AIPH board meeting, Paris.17 to Square,Londonwithlargedisplays www.florafirenze.it Flower Show at the Pennsylvania 19. Thailand from professional growers, orchid Convention Center, Philadelphia, Horti Asia at the Bangkok Pennsylvania.

International Trade and Exhibition societies and botanical gardens from around Europe. Traders from May 2015 P (215) 988-8833 Centre (BITEC). around the world will be offering jliebreich@pennhort.org www.hortiasia.net their newest hybrids and unusual 7 to 10. United Kingdom www.theflowershow.com orchid species.

18 March. Netherlands Malvern Spring Festival.

FloraHolland Florist Event 3-12. Taiwan www.rhs.org.uk www.rhs.org.uk Taiwan International Orchid Show www.floraholland.com (TIOS) at the Taiwan Plantation 11 to 16. United States 19 to 23. United Kingdom in Tainan, Taiwan.

18-19. FloraHolland Seasonal 2015 California Spring Trials.

RHS Chelsea Flower Show. info@tios.org.tw Trade Fair www.rhs.org.uk www.tios.org.tw www.floraholland.com

February 2015 | www.FloraCultureInternational.com

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Brazil Trends shape the horticultural life style industry. It’s basically a fact that all horticultural entrepreneurs are familiar with, specifically growers of foliage houseplants. Their product range is constantly evolving to meet new customer demands and trends.

Operating in this highly volatile market for almost 30 years now, São Paulo-based Flora Evora continues to opt for direct marketing. Growing indoor houseplants and selling them directly to indoor landscaping companies means faster reaction to market and consumer changes.

by Mauricio Mathias

Grower and business manager, Evandro Giamparsa.

Trendsdictatemarketing of potted foliage M

ost companies that do both growing and direct sales tend to be growers that eventually continue in sales only.

Initially, set up as an indoor landscapingcompanyinSãoPaulo, Brazil, Flora Evora started to grow its own plants to have direct access to novelties and new marketing concepts. The company has grown ever since, hedging itself in both cultivation and services.

The greenhouse operation is now run by the son and daughter of the founding couple, using the tried-and-tested business model: direct sales to trendsetting

landscapers. This means that the lines of communication between the company and its clients are very direct, while the principle of flexibility is key to firm’s plant growing activities. Growing its own sizeable number of indoor plants, the company not only has a vast range of products but can also guarantee direct supply.

Location, location, location

Taking advantage of its main farm location, only 50 km from downtown São Paulo, the company still sits in the city’s Greater Metropolitan Area, which has a population of nearly 20 million people.

That’s a lot of offices and corporate gardens to decorate with tropical plants. Over the years, Flora Evora expandedtoa6400m2greenhouse business,operatingfromtwodifferent sites, employing 80 people and relying on a fleet of ten trucks in different sizes.

Local trends

Shiny stainless steel containers are now making room for glass boxes filled with wooden bark.

www.FloraCultureInternational.com | February 2015

Grower and business manager, Evandro Giamparsa, perfectly recalls all the different stages his parents’ company went through.

“From the start, our core activity was plant rental for office spaces, and we saw how demand changed

fromconcretetofibreglasscontainers, which at one point were so popular we had to open our own fibreglass container shop to keep up with demand. That lasted until the arrival of the shiny stainless steelcontainers,whicharecurrently replaced by glass boxes filled with wooden bark. The plant pot itself is ‘hidden’ in the middle with its own water-level indicator.”

When asked about the latest trend, Giamparsa said, “Riding the wave of popularity are vertical gardens.

The demand for green walls is strong, they are ordered and being made every week. We install them ourselvesorsupplytheneededarray of plants to indoor landscapers. It is definitely the company’s future in terms of potted plant sales.”

Giamparsastressedthatdespitethe vertical garden concept not being new, demand has been increasing steadily, to the point that it is the fastest growing section of the company now.

In the past, when companies were judged by their number of employees,largeofficesmeantlots of indoor landscaping, companies bought or rented plants. When firms started to outsource all nonessential operations, plant maintenanceandgardeningtookthelead.

Now with companies moving out

Dutch Comfort

by Jaap N. Kras

of crowded cities, and more home-office jobs, these cities (and their population) try to create greener living spaces.”

Plants

Historically, Flora Evora’s flagship product has been the Golden Photos (Epipremnum aureum), quickly being replaced by the Rhipsalis, of which 8 different types are being tested.

The crop switch was only logical given the marketdemandandcultivationaspects.Evandro explained that a single Photos plant took up one greenhouse square meter, selling for R$18. Now the same space can fit 3 Rhipsalis pots, at R$6 each, but grown in a shorter time – and most importantly – with larger demand.

So much so that the company is expanding from 56,000 pots of several species, to 80,000 pots; all focused to the growing demand of green walls. Ferns and other plants are grown at the company’s second site and Photos production has been transferred to a partner grower, who has a better climate for it.

Another advantage is that plants that require less sunlight than Photos can be grown using amulti-layergreenhousesystem,sotheygrow Asplenium, Philodendrum, Chlorophytum and other potted foliage under Rhipsalis.

Green Walls

Now that the focus is on green walls, the company has to adapt to customer demand. But the cultivation changes were minimal. “Some adaptation was necessary, since major landscapingcompanieshavetheirownproprietary system, each with a certain pot shape or irrigation layout. In common to all systems are: pots that are flat on the wall side, a choice of plants that varies according to project placement (if outside or interior decoration) a drip irrigation system, all affixed at a wire grid fastened to the wall.Clientsvaryfromhomeprojects,toshopping malls and corporate head offices.” ||| Inside Flora Evora’s greenhouse operations.

Currencies International Women’s Day (March8th) in Russia is as important, if not more important, than Mother’s Day elsewhere. Traditionally, it is one of the biggest holidays for giving flowers. A cocktail of Western sanctions imposed on Russia and ongoing decline in oil prices, have resulted in a near collapse in the value of the rouble with the Russian currency losing nearly 50% of its value. The falling rouble is now also taking its toll on neighbouring countries’ currencies, in countries showing a significant growth in the consumption of flowers and plants. Flowers that are not only grown in Europe, but also in Colombia, Ecuador, Ethiopia and Kenya. Consumers face higher prices on imported products and their reduced purchasing power is not only bad for the car industry, but also negatively affects the exports of flowers and plants.

This situation can best be compared to a water bed, where one partner sinks down on the bed while the other one starts floating; floating freely more specifically, as in our industry there is a huge gap between production and consumption with growers mostly unable to respond to the dynamics of the market. In this scenario, producers continue to produce and even increase their output: flower and plant producers find themselves in such an economic and financial position that they simply cannot change their production numbers or stop producing. If demand drops suddenly or over a short time, growers will continue (have to continue) to grow. And despite elasticity of demand, oversupply leads to lower prices. The flowers that were not sold in Russia or the neighbouring countries eventually arrive on different market places where they will cause price disturbance.

One of the victims is the rose, with Ecuadorian rose growers suffering from the low prices. Also other increasingly popular flowers in Russia and Eastern Europe and central Asia at large, such as tulips, disbudded Chrysanthemums and flowering houseplants such as potted orchids and Anthuriums are badly hit by decreasing export numbers.

Over the past few years, the newly-emerged export destinations allowed Chrysanthemum and tulip growers to regain a bit of strength. Sadly enough, today these growers only report falling sales on these new markets. Exports to Russia and Kazakhstan and other oil producing countries in the area are under enormous pressure.

On the other hand, the euro weakened to an almost 10 year low versus the dollar and this will hopefully give a boost in exports to dollar countries and other important non-euro markets such as Great Britain. Exactly the type of countries where the consumption of flowers and plants is not under as much pressure as in Western Europe. The USA economy, for example, is now picking up. So, perhaps, US consumption of flowers and plants will also grow this year.

The dollarisation of Ecuador definitely doesn’t help. The USA will not be cheaper. Exporting to a euro country will be more expensive and a cheaper Columbian peso to the US dollar makes the competition with Columbia on the US market even stronger. If, at the same time, you have to deal with a national policy focused on increasing the wages by law, life for a grower in Ecuador can only be very hard.

Jaap N. Kras jaap@floracultureinternational.com

February 2015 | www.FloraCultureInternational.com

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Intellectual Property

by our own correspondent

CIOPORA Secretary General Dr Edgar Krieger.

Minimum Distance: redefining ‘clearly distinguishable’ C

IOPORA members believe that securing the continuity of innovation is one of the best investments in a highly competitive horticultural sector. The adoption of the CIOPORA Position Papers on IP by unanimous vote at the AGM in The Hague in April 2014 demonstrated that the breeders of ornamentals and fruits need more effective protection for their varieties.

FCI: Dr Krieger, one of the CIOPORA papers on IP is dedicated to the topic of Minimum Distance between plant varieties. What is the nature of the problem and what crops are affected by it?

Dr Edgar Krieger: “Minimum Distance is certainly one of the cornerstoneconceptsoftheUPOVsystem of Plant Variety Protection. The matter of Minimum Distance, or to speak in UPOV terms ‘Distinctness’ or ‘clearly distinguishable’, is about how different varieties must be in order to be granted separate PBR protection and to fall out of the scope of an earlier protected variety. The current established practice in DUS examination thwartstheoriginalintentionofthe 1991 Act of UPOV Convention, namely to bring varieties, which are not clearly distinguishable from an earlier protected variety, under the protection of this variety. The core of the problem is that nowadays even very similar plant varieties can be declared as clearly distinguishable. This practice weakens the scope of the breeders’ right and its exclusivecharacterandundermines thecompetitivepositionofinnovative title holders, who might have spent years on the development of

www.FloraCultureInternational.com | February 2015

Photo credits: Thomas Leidereiter.

In a series of exclusive interviews for the FCI, the Secretary General of CIOPORA Dr. Edgar Krieger elaborates on the breeders’ vision of future IP protection for plants incorporated in the CIOPORA Position Papers on Minimum Distance, Scope of the Right, Exhaustion and Breeders´ Exemption. In this issue we will explore the topic of Minimum Distance between varieties and question the concept of “clearly distinguishable”.

Evaluation of Impatiens New Guinea and Sutera grandiflora varieties at the Bundessortenamt, Germany. In its Position Papers on IP, CIOPORA challenges the concept of ‘clear distinguishability’ of varieties in order to establish broader Minimum Distance and reinforce the Plant Breeders' Right.

the original variety. The extent of the negative effects of too narrow Minimum Distance differs from crop to crop; not all crops suffer equally from the high rate of similaritybetweenvarieties,buttherisk is immanent in the current system.

This is why CIOPORA suggests a crop-by-crop approach. Together with some experts from Examination Offices we are currently discussing the set-up of a model case for rose, apple and Pelargonium.”

Isn’t it the main purpose of the test on distinctness, uniformity and stability, in short – DUS, to separate “the sheep from the goats” in the process of plant variety examination?

“Indeed it is, but according to the current UPOV Technical Guidelines the “clear distinguishability” of a variety from another is presently defined from a purely botanical standpoint. Already a difference in one minor characteristic listed in the test guideline can lead to declaring a variety as distinct.

This means that in the worst case thesystemprovidesmultiplebreeders with “exclusive” rights on very similar varieties, which is contradictory in its nature. A right cannot be considered exclusive, if several competitors are granted a title for very similar products, often hard to distinguish not only for the endconsumer, but even for a specialist.

The plant breeders at CIOPORA suggest that since professional plant breeding is commercial in its nature, the concept of “clearly” in “clearly distinguishable” should beunderstoodasanevaluativeand judgemental requirement.”

What does ‘judgemental’ mean in this respect?

“To make a judgement in respect of “clearly distinguishable” in the first instance means in practice to distinguish the “important” characteristics from the “unimportant” or “less important” ones among all the characteristics listed in the test guidelines for each species.

This is the main challenge of the concept suggested by CIOPORA,

by William Armellini

Miami

Photo credits: Thomas Leidereiter.

The Price of Money

and has to be undertaken by experts of the crops concerned. Only differences in “important” characteristicscanthenbeconsideredforevaluationof the requirement “clear distinguishability”. Then, in a second step, it has to be decided when the differencebetweenthecharacteristicsis“clear”.Here, the CIOPORA members advocated for broader differencesthanwehavetodayinordertoremove any doubt over distinctness. This would inter alia mean the elimination of the practice, where in case of doubt distinctness of two varieties is establishedintheprocessofasubsequentgrowing trial or via randomized “blind” tests.”

What would be the consequence of such a change for the breeding industry in ornamentals and fruits? Can it negatively influence the assortment and availability of plant varieties on the market?

“On the contrary, CIOPORA members, who standforinnovativebreeding,believethatbroadening the Minimum Distance will be a positive developmentfortheentiresector:themorerobust PBR title and the true exclusivity will result in an enhancedreturnoninvestment,whichwillsecure the needed resources for R&D and trigger the developmentoftrueinnovationsandeven“groundbreakinginnovations”.Asaturatedmarketmostly benefitsfromoutstandingproductswithaunique selling point. The system of IP protection should help boost innovation, not slow it down. As one breeder said in one of the many discussions we had: the PBR system should foster the breeding of the first blue geranium, and not only of the twentieth red one.”

CIOPORA is the International Association of BreedersofVegetativelyReproducedOrnamental and Fruit Varieties. Breeders of such crops hold ca. 2/3 of all PVR titles in the world. For more than 50 years, CIOPORA has been representing them in all matters of Intellectual Property Protection. To be continued in the March issue of FloraCulture International. The full text of the adopted CIOPORA Position Papers on IP is at www.ciopora.org/ publications/ciopora-papers-on-ip |||

Since many of us work in the global floral trade, the cost of currency is as important as the cost of the product itself. The exchange rates are as volatile as the price of the flowers and, as a result, traders must take into account the rate today when buying vs. the rate tomorrow when selling.

Looking at the Colombian peso vs the US dollar there is some much needed breathing room for growers as the rate has improved by over 400 pesos per dollar since August 2014. For growers getting paid in US dollars the exchange rate for local currency can make the difference between a profitable year and a bad one.

Looking over ten years, the peso relative to the dollar has seen some huge swings. From a one time high of 2,640 pesos per dollar in 2006 to a low of 1,654 in 2008 to a gradual increase to 2,429 today. This should help some growers stay healthy with an improved balance sheet.

The Ecuadorians are in a very different place since they use the US dollar as their currency so there are no exchange rate issues when dealing with US buyers. However, the situation looks much worse when trading with Russia and Europe. A strong dollar against a falling ruble is a bad combination for growers. Russian buyers can't easily pay for high-priced roses when their buying power has literally been cut in half.

This exchange rate game is somewhat counter intuitive depending on your perspective. The seemingly good news that the ruble is falling sounds good until you need to buy a dollar. While you can exchange a dollar for more rubles than a week ago you would conversely need more rubles to buy a dollar to pay for goods or services.

The Russian ruble exchange rate against the dollar, at around 40 ruble per dollar, has been relatively stable over the last 10 years. However, the ruble weakened within the last week, reaching over 70+ for a few days. This would not be an issue if the buyers could pay in rubles but since they need to pay in dollars it now takes twice as many rubles to buy a dollar compared with last year. Furthermore, many banks will not trade rubles for dollars so they do not get stuck with a falling currency.

What does this mean for Valentine's Day in America? I suggest that suppliers are going to seek payment in dollars in order to get the best exchange rate. This would suggest that the US buyers will be in the best financial and negotiating position when buying foreign products. This further suggests that there might be more supply than demand and that can be disruptive to the market forces.

Since Colombia is somewhat less dependent on Russia and Europe than Ecuador they should be in line with supply, demand and pricing. The wild card is Ecuador. The growers there are historically firm on holiday pricing but that was when their Russian consumers were willing to pay those prices.

A strong dollar will also be attractive to the Canadian vendors as well as the Dutch so the tulip market should be interesting to watch.

Ecuadorean growers program their roses for International Women's Day March 8 and there is little they can do to change that programming to meet Valentine's Day almost 30 days earlier.

With Valentine's Day being on a Saturday, the market is always a bit less predictable, but as long as the weather stays bearable in the populated US this holiday should be a good one.

As always, deciding when to buy and how much to pay for holiday product remains an exercise in internal fortitude.

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

February 2015 | www.FloraCultureInternational.com

29

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World News Netherlands Horti Fair’s dissolution is now official All that was left over of the once so successful Horti Fair announced last month it would discontinue operation with immediate effect as part of the liquidation of its assets.

Now that the Horti Fair organisation has formally dissolved, it is time for a quick look back at the long romance, marriage and fight between the former horticultural trade exhibition NTV and the former International Flower Trade Show Aalsmeer.

For the record, back in 1992 the NTV moved from Bleiswijk to Amsterdam RAI and was joined in 2000 by the former International Flower Trade Show Aalsmeer. But Horti Fair’s history goes further than that with an inaugural flower show held in wintry conditions in 1937. In the snow covered streets of Aalsmeer it felt and looked like a Siberian winter, but inside the CAV flower auction (established in 1912) local growers and buyers were greeted predominantly by flowering cyclamen. This was one of the forerunners of the International Flower Trade Show. As far as the NTV is concerned, this trade show is closely linked to the Westland area, where different predecessors of Horti Fair, such as the Westlandse Handelstentoonstelling and the ATV took place in Westland and Delft respectively, to

finally settle down in Bleiswijk for many years.

The fact that it took more than eight years to unite the NTV and the International Flower Trade Show under one single RAI roof back in 2000 was perhaps already an indication that big trouble loomed ahead.

The truth is that Horti Fair never managed to become a globally recognised power brand such as the NTV, the Vaktentoonstelling Aalsmeer or the IPM Essen., though iniatially the mood was euphoric. Participation in the combined shows reached its peak in 2008 with 50,000 visitors from 100 countries.

Then, despite all the marketing horsepower that was used to fuel brand awareness, the first cracks in the merger of the two trade shows emerged.

It is difficult to find the exact cause of the Horti Fair’s death as the patient suffered in different ways. Trade show dates were subject to constant changes, differences in the characteristics of the Aalsmeer and Westland people turned out to be quiet pronounced and soon people build a particular impression when they heard the name

Horti Fair: expensive, arrogant and trafficcongested. In a vain attempt to turn the tide, Horti Fair announced that they were going to move from the Amsterdam RAI to the FloraHolland flower auction in Aalsmeer by the end of 2012. Only four months later, on March 22, 2013 the final curtain fell on Horti Fair. The show that once was the world’s leading horticultural trade show was cancelled that same year.

Generally considered as Horti Fair’s successor is the Greentech show, which made its debut from June 10-12, 2014 at Amsterdam RAI. Greentech, which is held every two years, attracted 8,153 visitors and 300 exhibitors.

The latest news is the GreenTech Summit, which is set for June 9th, 2015.

Greentech’s inaugural, by invitation only conference invites participants to respond to the question, “What’s next for green horticulture? Expected to attend are 250 key stake holders from the horticultural sector. Building on the success of GreenTech exhibition, the mini conference will host a great line up of speakers. |||

Ecuador Roberto Nevado passes away at 75 Roberto Nevado, founder of Nevado Roses, has recently passed away at the age of 75 years.

Born in Barcelona and educated as a mechanical engineer in Spain, the young Roberto moved to Stockholm, Sweden where he lived for more than thirty years, creating a brokerage agency importing flowers from Colombia, Spain and other countries. At the age of fifty-eight he founded Nevado Roses in the Cotopaxi province in Ecuador, which quickly moved up to having 750 employees distributed over three rose farms. With Nevado Roses Roberto became one of the pioneers of the Ecuadorean flower industry, always ready to support new ideas and initiatives.

Roberto leaves an emptiness in our lives, he was always ready to listen, always with a

www.FloraCultureInternational.com | February 2015

twinkle in his eyes and always ready with a lewd joke…appropriate or not to the situation. He moved to Ecuador in 2007 and lived there until his untimely passing. He leaves his family, fellow flower growers and friends behind to carry on.

With the passing of Roberto Nevado the family has decided to create a foundation, annually giving out the “Nevado Prize” to the best innovation in the flori- or agriculture world to be used in developing countries. Whomever would like to support this venture is asked to please contact the Nevado family.

On behalf of the Nevado family John Nevado

Australia International conference on Proteaceae and new ornamental crops A unique opportunity awaits ornamental plant researchers, growers and marketers in August when Australia hosts the VIII International Symposium on New Ornamental Crops, the XII International Protea Research Symposium and the XVII International Protea Association Conference. Combining these three conferences in one is a first and will offer delegates more opportunities to hear from an extensive line up of speakers.

The scientific program of four days runs from August 20 to 24.

There are two days of conference presentations combining keynote speakers and concurrent sessions focussed on Proteaceae and related plants, and on new ornamental crops.

These are followed by two days of technical field visits to commercial wildflower farms and plant nurseries, leading wildflower exporter WAFEX, and the world renowned Kings Park & Botanic Garden where delegates will look ‘behind the scenes’ at the nursery and research facilities.

Perth was chosen to host the conference because 2015 marks the 50th anniversary of the spectacular Western Australian Botanic Garden, within Kings Park. Rated as one of the world’s top botanical gardens, it displays over 3,000 species of the State’s unique flora. Conference delegates will share in the excitement, including the new ornamental plants being released to coincide with the birthday celebrations.

With Western Australia recognised as a biodiversity hot spot, the conference is timed to coincide with the spectacular wildflower season when floral displays are at their best. An optional 4-day pre-conference tour will give delegates additional opportunities to view the local flora and the unique scenery of SW Western Australia. A highlight will be a visit to The Banksia Farm, the world’s only complete arboretum of banksias, with 79 species and 24 infra-generic taxa of Banksia.

Delegates can look forward to presentations from the four conference keynote speakers: Royal Botanic Gardens Director, scientific communicator and author of the recently published ‘Sprinter and Sprummer, Australia's Changing Seasons’ , Prof Tim Entwisle, conservation biologist, Prof Stephen Hopper, US-based general manager of Ball Ornamentals, Mr Pete Kruger and Dr Gerhard Malan, a South African renowned for his knowledge and extensive experience of the cultivation and marketing of Proteaceae.

The organising committee is calling for abstracts now. More information on the conference, including registration, key dates and how to submit an abstract is now available on the conference website at http://protea-new-ornamentals2015.org/ The event is being hosted by the International Protea Association (IPA) and the New Ornamental Crops and International Protea ISHS Working Groups.

For more information please contact Bettina Gollnow by email at bettinagollnow@iprimus.com.au |||

Science Monthly

32

Your source for the latest horticultural research news

Wageningen UR Greenhouse Horticulture is a leading research institute in the international greenhouse horticulture. Experience in both greenhouse horticulture and research allows the institute to develop and implement innovations for and in partnership with the horticultural industry. Research is focused on the development of a sustainable and competitive greenhouse horticulture. This section provides the readers of FloraCulture International with a comprehensive review of the latest research and the provisional results.

For further information please contact: José Frederiks, T +31 317 48 38 78 jose.frederiks@wur.nl

HI-LED consortium visit Wageningen UR Greenhouse Horticulture The EU-funded HI-LED project consortium gathered at Wageningen Greenhouse Horticulture in Bleiswijk, Netherlands on December 2014 for the project’s first progress meeting on December 1-2, 2014.

HI-LED is a consortium of major research institutions across Europe. Its goal is to develop advanced LED modules to provide optimal lighting solutions several industry applications such as horticulture where assimilation lighting is essential for the year-round production of high quality products.

Staff members of the research organisations IREC (Catalonia Institute for Energy Research) and IRTA from Spain, Fraunhofer (Germany) and Wageningen UR Greenhouse Horticulture, Universities of Newcastle (UK) and Pannonia (Hungary) and the companies Light Prescriptions Innovators Europe, Arch Technology and Hortilux Schréder ular reviewed the project’s progress, shared experience, and prioritised on-going development of the

project that started in December 2013.

On 2 December, consortium members from outside the horticulture sector were offered a behind- the-scenes look at orchid business Ter Laak Orchids in Wateringen and rose farm Marjoland in Waddinxveen, two companies which opted for LED lighting solutions in their greenhouses.

In Bleiswijk, the consortium members visited the Wageningen UR Greenhouse HI-LED trial that is assessing the effects of the light colours white, red, blue, amber, green and red+blue on growth, development and underlying plant processes of young tomato and pepper plants. The trial combining natural light and LEDs which are supplied by HI-LED member Hortilux. ||| Contacts: dr.ir. JA (Anja) Dieleman

Improving plant health in pot plant production by bio-stimulant products During the propagation and commercial production process of pot plants, plant pathogenic bacteria and fungi can cause serious problem and can even kill plants.

This trial assessed the effects of three bio-stimulant products and the fungicide Metalaxyl-M on expression of twenty-four genes of Arabidopsis thaliana affected by Botrytis cinerea or Phytophthora capsici.

The addition of salicylic acid caused upregulation of genes important in the jasmonic acid pathway, making the plant less susceptible to Botrytis infection. Chitosan upregulated an expression of genes that are involved in the salicylic acid route, making the plant less susceptible to Phytopthora infection. Interestingly, use of Metalaxyl-M resulted in a down regulation of plant defense genes.

In addition, the Wageningen researchers tested the influence of six bio-stimulant products on the development of disease symptoms of Fusarium foetens in Begonia and P. nicotianae in Kalanchoe using a greenhouse environment. Significant suppression of Phytophthora symptoms in Kalanchoë was observed when

treating plants with salicylic acid and silicon.

The decrease in disease occurrence was 60% and 87% for salicylic acid and silicon treatments, respectively. In the Begonia trial, no suppression against Fusarium foetens was obtained with any of the bio-stimulant products.

NMR analyses of plant compounds showed that in Kalanchoe plant compounds differed when compared to the other treatments when treated with silicon or chitosan.

A direct toxicity assay with aid of dual plate techniques showed an inhibition of Phytophthora as well as Fusarium with Streptomyces, while salicylic acid showed an inhibition of Fusarium only. Since silicon showed a clear effect on Phytophthora in Kalanchoe, an ef-

www.FloraCultureInternational.com | February 2015

fect was visualised by NMR plant compound analyses and no direct toxicity towards the fungus was demonstrated, we may conclude that a plant response is the expected mode of action. ||| Contacts: dr. AWG (Andre) van der Wurff

HappyGardening

by Anthony Tesselaar

Time and tin suits Time is money and it doesn’t take much effort to find proof. Take the steak you ate last night. If you bought it cheap it probably looked a bit pale and had been hung for much less time than the dark, well-aged piece that was twice the price. Or what about the paint-job you had done on your house. You’re probably glad that you hired the painters who quoted a little more, because you saw how much time they spent preparing the surfaces before they dipped their brushes into the paint. If we’ve ever wondered about the seemingly hefty hourly rates of anyone who has spent extra years studying or building a niche skill, we should appreciate that it’s cost them time and money to build their expertise.

Helleborus orientalis Queens as sustainable cut flower One strong selling point of Green Works’ newly launched Queens series of Helleborus orientalis is its long post-harvest shelf life. This can only be achieved by a set of uniform and clear post-harvest guidelines to be applied before the cut flowers enter the supply chain.

To develop these guidelines, Wageningen UR Greenhouse Horticulture, Green Works, Chrysal and growers tested several anti-transpirants, post-harvest treatments, cut flower food, growers’ methods and maturity stages with a number of cultivars from different growers.

Through the use of flower food during vase life (consumer phase) the vase life was extended with 19 to 68% compared to plain water. The use of coatings, stem incisions, pre-treatment with vinegar and harvesting more mature flowers did not improve vase life.

Modest vase life improvements were observed with an experimental anti-transpirant and some pre-treatment agents, of which Grow 20 in the recommended dosage performed the best.

Petals and anthers abscission were slightly reduced by pre-treatment with an ethylene product. For growers, guidelines have been prepared for implementation during the next season. ||| Contacts: drs. N (Nieves) Garcia Victoria

It’s the same with plant breeders. Surely, there’s not another group of experts on this planet who so appreciate the value of a long-term investment, the need to not rush a release. Unlike most of us who, in this technology heavy world, deal in 15 minutes blocks, plant breeders look far into the future. So far, in fact, that out of necessity many projects must span generations. Of course most of us in this business are aware of this, but it’s sometimes good to stop and understand why it is so valuable.

I was reminded of this very fact relatively recently when visiting a breeder in New Zealand. The Jury family is dedicated and gifted and, as usual, I had the privilege to be shown various works in progress. To my eye, most were already great plants, but Mark Jury is what every great breeder needs to be – a perfectionist. His standards are high. He is demanding. In short, until he’s happy with every aspect of a plant he will not let it leave his nursery.

Of course perfection – or getting close to it – takes time. Yes, a breeder could throw things onto the market, happily cashing in on the ‘new’ factor, but the rewards would be short-term and the breeder’s own reputation eroded by the lack of quality. Not to mention the damage an underperforming plant does from a consumer’s view-point. They purchase the product, and when it doesn’t perform as expected, we as an industry lose the confidence of the very people we need. How much better is it to offer a product that lives up to its promises?

So yes, time is money and you pay for what you get. And if we operate with this in mind, then we will build our reputation and reap rewards for many years to come.

Why my photo of Henry Vlll’s armour? It made me wonder what it was like for the team of armourers to work for a client who was known to punish those who caused offence with imprisonment or death. It must have been tricky to balance quality and perfection against the need to keep the King not only happy, but coming back for more. And as we all know, he did come back for more suits because he liked to eat. Hopefully the Royal Almain Armoury charged by weight.

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

February 2015 | www.FloraCultureInternational.com

33

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