Floraculture June 2015

FloraCulture W W W . F L O R A C U L T U R E . EU

Guatemala in focus

AUCTIONS AROUND THE WORLD

Featuring Italy, Brazil, China, Japan, Taiwan and South Africa

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Table of Contents

June 2015 Volume 25 Number 6

Auctions around the World This month, the second episode of Auctions from around the World includes nine articles covering the Mercato dei Fiori di Sanremo (Italy), Cooperativa Veiling Holambra (Brazil), KIFA, (China) Multiflora (South Africa), Aucnet (Japan), OTA (Japan), Taipei Flower Auction (Taiwan, pictured!) and Naniwa (Japan).

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by Ron van der Ploeg

Growing ornamental plants at the crossroads of world trade

DNA Group changing name to Dümmen Orange

With fertile lava soils, a tropical climate on the coasts and temperate climate in the highlands, as well as abundant rain water, the Central American country of Guatemala has enviable natural advantages for farming the land to produce food, flowers and ornamental plants.

by Jaap N. Kras

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Horticultural engineer needs open mind

Highandincreasinglabourcosts,legislativeand financial pressure to reduce farm inputs, and the growing sophistication and affordability of technologyarecombiningtomakeautomation a viable option for pot plant growers.

by Ron van der Ploeg

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International plantsmen gather at inspirational three-day conference

Perennial gardeners, landscapers and other perennial enthusiasts met from 13 to 15 February 2015 in Grünberg, Germany. The 8th annual conference of the International Hardy Plant Union (ISU) was fully booked and set a new record with more than 100 attendants.

by Anke Bührmann

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DNA Group is rebranding itself and will be known as Dümmen Orange.

The company’s managing director Harry Kloppenburg explains why the company changed its name. Seven years ago, Fides CEO Mr Harry Kloppenburg took the initiative to interest a private equity firm to support the company with a growth structurethatofferedFidestheopportunity to emerge as a major worldwide player in the field of ornamental plant propagation.

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by Jaap N. Kras

Academic researchers share their views on Flora Co’s HB-101

‘How does it work? When a blend of sap and other plant extracts consistently produces a wide range of benefits to a wide diversityofplants,fromricetomangoes,this is one of the first questions that comes to mind. The Japanese company Flora Co Ltd is still finding the full answers, almost forty years after it launched its plant vitalizer HB-101 on the market.

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by our own correspondent

Flowers and fresh produce under one roof in Rimini

Organisers of Macfrut (which was previously staged at the Cesena convention centre) and the new FloraTrade event have teamed up to hold their two events on the same dates (23-25 September, 2015) in the same building (Romagna Expo Centre) to cover thecompletespanofworldwideornamental horticulture and gardening, green technology,landscapingandfreshproducein oneevent.Theirstrategicmarketingapproach is already sure to make FloraTrade stand out from its competitors.

by Ron van der Ploeg

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Departments FCI’s international partnerships International Events World News Advertising Index

4, 42 25 20 43

Columns From the editor Certifiable in California Dutch Comfort

07 29 41

June 2015 | www.FloraCultureInternational.com

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FloraCulture The business magazine for worldwide floriculture

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From the editor

by Ron van der Ploeg

FloraCulture International’s Top 30 List ranks the world’s largest flower auctions by turnover. It is most probably the only stable and reliable ranking for all flower auctions across the world, entirely based on statistics provided by the auction houses themselves. This month, in addition to the overall turnover ranking, FCI offers the second episode of ‘Auctions around the World’. The nine articles in this Auction-themed issue cover the Mercato dei Fiori di Sanremo (Italy), Cooperativa Veiling Holambra (Brazil), KIFA, (China) Multiflora (South Africa), Aucnet (Japan), OTA (Japan), Taipei Flower Auction (Taiwan) and Naniwa (Japan). FCI is committed to continually updating and releasing new annual overall auction rankings in the future. Page 8.

FCI publisher Jaap Kras travelled down to La Antigua, Guatemala to attend the Agritrade Expo & Conference. It is the fundamental point of reference for Central America’s agribusiness, taking place every two years.

While he was in the country, the Guatemalan Exporters’ Association (AGEXPORT) invited him to take part in a wide ranging farm tour in the La Antigua area, where he visited a cross section of horticultural companies.

With fertile lava soils, a tropical climate on the coasts and temperate climate in the highlands, as well as abundant rain water, the Central American country of Guatemala has tremendous potential for expanding its agricultural production that would lead to rural economic growth, job creation and poverty alleviation. Guatemala is recognized as a leader in non-traditional agriculture exports in Central America, which apart from vegetables, fruits and beans also comprise ornamental plants and cut foliage. Page 21.

Turn to page 26 to learn more about the pot plant industry and its level of automation. Already high and still increasing labour costs, legislative and financial pressure to reduce farm inputs, and the growing sophistication and affordability of technology are combining to make automation a viable option for pot plant growers. WPS is among the world’s leading designers, manufacturers and suppliers of labour saving internal transport and handling systems for the professional plant industry and its export manager Merijn Kuiper shared his views on the present and future automation of the world’s pot plant industry.

This month’s big news include the announcement of DNA Group’s corporate name change and new brand identity. DNA Group has changed its name to Dümmen Orange and the company’s managing director Harry Kloppenburg explains why. Page 30.

Perfectly aware that replicating the same, tired tradeshows year after year is not an option, RiminiFiera has come up with a refreshingly new trade show format, based on meetings between top buyers, trade and producers, with conferences and workshops. An in-depth expo with a great impact, the new FloraTrade event in Rimini (September 23-25) will be held in line with changed trends and buying behavior. Embracing technology as an enabler, providing state-of-the-art infrastructure, free WiFi and conferencing/meeting platforms to attendees and exhibitors, FloraTrade will have a definite competitive advantage. Page 40.

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

June 2015 | www.FloraCultureInternational.com

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The Mercato dei Fiori di Sanremo has faced major challenges on several fronts over the last few years, but it remains a very important part of Italy’s ornamental horticulture.

by Ron van der Ploeg

Mercato dei Fiori di Sanremo

A

ccording to Enrico Sparago the Mercato dei Fiori is still fine tuning its business after the Unione Cooperativa Floricoltori della Riviera UCFLOR, the cooperative that managed the flower market, filed for bankruptcy in 2013.

Now that the municipality of Sanremo has taken over the business through Amaie Energia (a branch of the municipal aqueduct andelectricitycompany),thenewly created Mercato dei Fiori di Sanremo strikes a new tone. This was reason enough for the Italian state broadcaster RAI to promote San Remo’s annual music festival via the largest of Italy’s two remaining auction houses selling of flowers and pot plants.

In January, they filmed the Mercato’s sales floor where the singers Arisa (2014 Sanremo winner), Emma Marrone (2012 winner) and model Rocio Munoz Morales turned up out of the blue and

startedsingingtogether,playingon the ‘Everybody Sings at Sanremo’ motto.

The trailer promoting the 65th Festival di Sanremo not only bursted with flower power but also ranked among one of the top trending Youtube videos.

Weather gods showed mercy

Focusing on the more serious aspects of the business, the Mercato’s marketing and communication manager Enrico Sparago said that overall prices were good with the median price of top selling crops such as Anemone, Ranunculus, Genista, Mimosa and Ruscus having been up in the first three months of the year. “Also, the supply has been significantly higher, but one has to take into consideration that we are still in the process of restructuring.”

Working in a business that is extremely sensitive to the weather,

Sparagowashappythattheweather godsshowedfullmercy.“Especially in the western part of the Italian Riviera the weather held out over February and March. This area is theepicentreforfieldproductionof Mimosa, Genista, Ranunculus and other cut flowers. Thanks to the mild temperatures there are no real problems with pest and diseases, while the quality is top.”

Slow progress in retail

The first-quarter 2015 results show that overall supply is on the up and this coincides with the Mercato’s tireless efforts to conquer the market in terms of marketing and promotion in 2014.

“The Sanremo market, working togetherwiththeNationalAssociation of Flower Exporters (ANCEF) and local institutions, has been workingtirelesslyoverthepastyear to promote its products abroad by participating in Europe’s leading horticulturaltradeexhibitionssuch as IFTF and IPM Essen. Meanwhile, our promotional activities were also geared toward attracting more buyers. Among them is an increasing number of supermarket chains. Enrico feels that there is an unexpressedpotentialintheItalian retail market, but progress is slow.

“In our country, florist shops, and to a lesser extent garden centres, have always been the mayor channels for selling flowers and plants of different size and quality levels, whereas large supermarkets have onlyrecentlyaddedcutflowersand plants to their product range. But floral retail sales are still a mere drop in the ocean compared to countries such as the UK.”

Exports Clock sales at the Mercato dei Fiori di Sanremo.

www.FloraCultureInternational.com | June 2015

Speaking of foreign countries, how are export markets developing?

“Sanremo Market has a long his-

2015

Auctions around the world

Distribution area.

tory in exporting flowers globally.

The main export destinations in Europe - Germany and Switzerland - are now consolidated and steady.

The main development in the first quarter of the present year was concerning the difficult situation in Russia, which resulted in a decrease of the export figures to the country, but now there are signals that the situation is improving.”

Developing the domestic market is also high on the Mercato’s agenda.

“Strangely enough, almost all of ourbestproductsareexported,and sometimes it’s easier to spot, for example, the best Sanremo Ranunculus in a flower shop in Germany than in Italy. For the next few years, one of our goals is to improve the presenceofourproductsatnational level. To achieve this, initiatives are already planned to promote our products among Italian florists and consumers.”

Testing times

Despite relatively good prices, the growers in Italy are going through testing times. High energy costs force many growers to switch to crops that are less expensive to produce,butalsolessremunerative.

This applies especially for both the cutflowerandpotplantproduction in Northern Italy.

Italy hosts around 32,000 flower and ornamental plant businesses andtheirproductionstretchesover 1,500km, from the Alps in the North to the Hyblean mountains in the south. The country has a variety of climates and soils that allow cut flowers, potted foliage and flower-

steadilybeendecliningoverthelast few years. At national level, there havebeensomeinvestmentsinthe more suitable horticultural areas in Southern Italy, but international competition continues to be fierce and the country’s horticulture industry needs all hands on deck to maintain its market share.”

Increase in clock sales

ing plants, alpine plants, acidophil plants,conifers,broad-leavedtrees, pottedherbs,cutfoliage,evergreen and deciduous trees, shrubs, bedding plants, bulbs and orchids to grow.

According to the latest official statistics from 2010, the total area for cut flowers, cut foliage and pot plants is approximately 12,700ha, while the total area dedicated to ornamental horticulture is 15,90ha.

In the Sanremo area (including the Imperia and Savona provinces) the numberofcompanieshasdecreased from 5586 in 2000 to 4136 in 2010, while the total area for cut flowers and ornamental plants is more or less the same, about 2600 ha. This means that smaller flower farms are closing, selling their land to the neighbour. Over the past few years, there has been a noticeable trend in growers (especially in the Savona province) switching from vegetables to ornamentals such as pot plants and potted herbs. “In our region, the plantation areas have

Another significant development is the steady increase of Sanremo’s flagship products such as Ranunculus, Statice and Helianthus.

The pool of Sanremo auction buyers comprises mostly small to medium-sizedwholesalers,exporters and some local florists, while somepurchasersrepresentingsome Italian branches of big companies are also present. Overall, the market’saudiencecontinuestoagewith no significant influx of newcomers.

“But we did notice some changes in that the number of clock buyers increased much more than in other years. Our clock sales are at the moment limited to a few products such as Ranunculus and Anemone, butsomeattemptshavebeenmade to offer other products.

>>>

Cooling is one of the most important steps in bringing fresh cut flowers from the grower to the Sanremo marketplace.

June 2015 | www.FloraCultureInternational.com

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to avoid the “shower drain” effect that can be seen at Dutch auctions for example. From a growers’ standpoint of view, the auction clock can be a valuable tool for setting a fair product price, as long as there is transparency in pricing the products, and especially a large base of suppliers, resulting in a bigger competition.This,ofcourse, is valid especially for the topgrade products, that are the most required,” stressed Sparago.

Crop switches

In the present day situation, the best Ranunculus growers supply most (if not all) of their production to the auction clock. The quality is outstanding and demand is very strong: all Ranunculus buyers are now more or less obliged to buy Ranunculus at the Sanremo clock. Meanwhile, we have been able to restrict, to a certain extent, the access to the clock for the new suppliers in times of overproduction. Those who have been selling directly to the wholesalers during wintertime, when prices are higher are discouraged to “flood” our facilities in spring, when the supply is bigger than the demand. This way, we have been (partially) able

In the Sanremo area (including the Imperia and Savona provinces) the number of companies has decreased from 5586 in 2000 to 4136 in 2010, while the total area for cut flowers and ornamental plants is more or less the same, about 2600 ha.

Another significant development is the steady increase of Sanremo’s flagship products such as Ranunculus, Statice and Helianthus. “In thepast,summerflowersusedtobe a side business, but are increasingly becomingavitalpartofthegrower’s annual income,” said Sparago.

Speaking of growers, the Sanremo area is traditionally home to a relatively large number of small flower farms, which made cropswitcheseasierthaninotherplaces.

Sanremo growers are also known for being flexible from this point of view. This resulted in growers swapping their carnations for roses in the 1970s and from roses to Ranunculus and Ruscus and other cut foliage in more recent years.

On a positive note, this resulted in good quality flowers from the ‘newcomers’.

Mercato dei Fiori di Sanremo Quick Facts Year of foundation of the auction 2013 (under the current management) Turnover (auction clock and deposit service) in 2013> € 3,401 million in 2014> € 3,437 million in 2015> € 3,496 million so far.

Supplying growers 250, with 100% hailing from within a 100 km radius.

Buyers Buyers: 120 Buyer’s profile>80% exporters – 20% small wholesalers (domestic market)

www.FloraCultureInternational.com | June 2015

Tradition is the key word when it comes to floral consumption in Italy. “The usual roses and lilies continue to rank among the top sellers and this also goes for Acacia dealbata(mimosa)andChrysanthemums bought on the occasion of International Women’s Day and All Souls’ Day respectively.”

Consolidating business

What does Sparago perceive as the key issues for his auction in the coming year? “The key issue for our auction will be to confirm the good results of the current year and, if possible, to improve it even more, by expanding our supply, in terms of assortment as well as of extension of time. New initiatives, such as contacting new suppliers from other areas, contacting new buyers, the use of new technologies such as the remote auctioning and so on, all aim to achieve this goal, as well as theimprovementoflogisticsandthe promotion of our product, which is now necessary at least to maintain our position in a global market that is becoming more and more competitive. This will be challenging for a small auction like ours, but also interesting. I like to see the coming yearsasthemomentwhentheworst (meaning the difficult economic situation in Europe, and especially in Italy) is behind us, and we can slowly start a reprise.” |||

A slow-down in the Brazilian economy softens demand for fresh cut flowers and ornamental plants.

Brazil’s economy slows, hurting flower sales at Veiling Holambra “T he economy in Brazil is underpressure.Overthe first 4 months of 2015, flower prices at Holambra have been under pressure as well. To date, our turnover growth is up 7%, but we are used to a 12% growth rate each year,” said Veiling Holambra managing director André van Kruijssen, who was quick to add that his auction still finds itself in a market with demand being larger than the supply. “Generaly speaking, we are in a seller´s market, but demand has temporarily softened due to the sluggish economy.”

Rapid growth

by Ron van der Ploeg

2015

Auctions around the world

Despite challenging economic times Veiling Holambra has experienced rapid growth in

2014 and added 25 new clients to its customer base which now comprises of a total of 535 buyers varying from retail florists, wholesalers,gardencentreretailers and retail customers.

In a fast changing world, traditional ways of communication seem to be out, while online is in. In 2014, Veiling Holambra launched its new online sales system, which currently accounts for 2% of the total sales.

Among Holambra’s key issues in the coming year are e-commerce, automation (implementation of Radio Frequency Identification –RFID- in the logistic processes), sustainablemanagement,customer satisfaction and financial performance. “We are hoping for a 10%

growth in turnover each year and a strong and lean cooperative,” concluded Van Kruijssen. |||

Cooperativa Veiling Holambra Quick Facts Year of foundation of the auction officially 2001, but the auction clock started already in 1989.

Turnover in 2013> € 170 million (450 million reais) in 2014> € 170 million (510 million reais)

June 2015 | www.FloraCultureInternational.com

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“Over the past few years, the KIFA flower auction in Kunming, China has enjoyed a sustained period of stable growth with trading volumes of fresh cut flowers increasing by between 5% and 8% annually,” said Zhang Li, general manager of Kunming International Flora Auction Trading Center CO., LTD (KIFA).

KIFA is gaining ground in mainland China L

i added, “In early 2014, the yield of fresh cut flowers (rose, carnation, Gerbera) in Yunnan, a main production area of fresh cut flowers in China, decreased by nearly 40% due to wintry showers and frost. As a result, the Chinese were forced to import more flowers from the world’s major production areas such as Ecuador, Kenya and the Netherlands, which inevitably drove up prices at a time when the demandforfreshflowersreachesits annual peak.”

Demand is booming

by Ron van der Ploeg

Li said that on the whole, the weather held out over the first months of 2015, with the Yunnan flower crop being of perfect quality, while demand is booming. “Though the import volume of flowers is still large, Chinese consumers have been expressing an increasing preference for locally grown produce. In the first quarter of 2015, the average flower prices ranged from 1.25 Yuan for a rose, 0.47 Yuan for a carnation, 0.26 Yuan for a Gerbera, 26 Yuan for a

baby’s breath (Gypsophila) and 2.5 Yuan for Eustoma grandiflorum (the above-mentioned prices are calculated by RMB).”

KIFA is the only flower auction market in mainland China. Different from the Netherlands, almost all (70%) of the fresh cut flower trade in Yunnan is traditional in that deals are done verbally, on a handshake. Auction sales are still a complementarybusiness,although in the Yunnan province, KIFA has currently a 70% market share in trading roses, Gerberas and Gypsophila.

Seller’s market

Generally speaking, China finds itself in the midst of a seller’s market where demand is larger than the supply. “But in China, the balance betweensupplyanddemandalways experiences subtle changes with some periodical oversupply from April to September,” outlined Li. He continued, “But luckily, weddings and floral holidays keep

www.FloraCultureInternational.com | June 2015

demand going. Over the past two years, the consumption of flowers in China has experienced some interesting changes. Currently, more people of all ages are buying flowers, not only on the occasion of weddings and festivals but also for themselves. Meanwhile, the demand for premium quality flowers for the high end market is swiftly increasing.”

Apart from the traditional flower shop, which is the main sales channel, there is an extremely rapid increase of online marketing of flowers for the retail market with explosive growth in 2014.

Predictions regarding China’s fast rise among flower consuming nations are becoming true. For the next 3 to 5 years, high-speed growth has already been announced.

The total production area of ornamental horticulture in China in 2012 was 132.000ha, of which 48.000ha are dedicated to cut flower production, 5.000ha to seed

production, 11.000ha to young plants, 57.000ha to pot plants and 11.000ha to cut foliage. Main productionanddistributioncentresare Yunnan, Guangdong, Shandong, Liaoning, Fujian, Hainan and Sichuan.

The total production area of ornamental horticulture in China continues to expand with a 5% increase per year. But the area of pot plant production is slowing down, as market demand is changing and the industry is currently going through a transition phase.

Strong currency

Last year, China's yuan strengthened to a six-month high against the dollar in September. A strong currency starts to hamper flower exporters' competitiveness, while prices for domestically grown flowers are high. Exports of fresh cut flowers in 2014 increased by 11% on a year-on-year basis, while the imports increased by 52% on a year-on-year basis.

Yunnan is China’s largest production and trade distribution centre of fresh cut flowers. In 2014, the productionareaoffreshcutflowers was 11000ha, with products sold to large and medium-sized cities all over China and exported to Thailand, Malaysia, Korea, Japan, Vietnam, Singapore, Australia and Russia. KIFA buyers, however, are mainlywholesalersfocusingondo-

mestic trade. The scale of individual deals is small.

Members

KIFA is a relatively new flower auction that introduced a completely new way of trading to Yunnanbased growers. Flower growers picked it up first, while potted plant growers to date don’t sell their potted Cymbidium, Phalaenopsis, Anthurium and Pineapple through the auction.

Li explained that among Yunnan’s floral cash crops are carnation, rose, Gerbera, Lilium, Eustoma, Chrysanthemum, Anthurium, Alstroemeria,waxflower,Freesia,Solidago, Limonium and Gypsophila. Most popular are roses, lilies, gerberas, carnations and Eustoma. Red is the favourite colour of the Chinese, although consumers increasingly appreciate pink, white, purple and two-toned flowers.

Over the past few years, the number of KIFA members has been increasing. There were 16000 suppliers (producer members) and 1700 buyers in 2014 and the daily trading volume was 200.0000-300.0000.

Now, there are 2 auction and trading halls at KIFA, and one of them was opened in February 2014. The auction room is fitted with 6 auction clocks and offers space for 600 buyers.

Thesystemofauctioningoffflowers was introduced in China just 13

2015

Auctions around the world years ago. “Today, many believe that for specific Yunnan flower businesses a flower auction is the most effective price-setting tool.

Among the KIFA members, for example, is a huge group of smallscale growers. The auction allows these growers to concentrate on their production instead of having to negotiate prices in the marketplace,” commented Li. Many are positive about KIFA’s future, but there is room for improvement. At buyer’s level, one of the major complaints is that quality is sometimes unreliable due to a lack of quality standards and the absence of cold-chain logistics.

KIFA launched its online sales platform, “KifaOnline” in October 2014. Expected is that KIFA’s sales volume will grow by 8-10% each year. In addition, its online sales of flowers, especially B2C, will develop rapidly. |||

Ranking the flower auctions 2015 Name

Country

1 FloraHolland

The Netherlands

2 Veiling Rhein-Maas

Germany

Turnover in 2014 €4.5 billion €335million

3 OTA Floriculture Auction

Japan

€198million

4 Veiling Holambra

Brazil

€170million

5 The Flower Auction Japan

Japan

€165million

6 KunmingInternationalFlowerAuction(KIFA) China

€160million

7 Naniwa Flower Auction

Japan

€144million

8 Hyogokenseika auction

Japan

€110million

9 Aichi Toyake Kaki auction 10 Fukuoka Flower Auction

Japan

€99 million

Japan

€86 million

11 Plantion

The Netherlands

€83 million

12 Himeji Flower Auction

Japan

€74 million

13 JF Tsurumikaki

Japan

€72 million

14 Meiko Flower Bridge

Japan

€71 million

15 Saien Kazo Kaki

Japan

€70 million

16 Taipei Flower Auctions

Taiwan

€68 million

17 Aucnet Japan

Japan

€52.1million

18 SS Flora Koop Istanbul

Turkey

€42 million*

19 SS Çiçek Üretim ve Pazarlama Kooperatif Turkey

€40 million*

20 United Flower Growers (UFGCA)

Canada

€35 million*

21 Euroveiling Brussels

Belgium

€32 million

22 Multiflora Johannesburg

South Africa

23 SICA Marché aux Fleurs

France

24 United Flower Growers

New Zealand

€30.3million €24 million €19.5million

25 Ontario Flower Growers

Canada

€15 million

26 Floramax

New Zealand

€10 million*

27 Il Contadino Marsala

Italy

€5 million

28 Mercato dei Fiori San Remo

Italy

€3.4 million

29 SP Flores Sao Paulo

Brazil

€1.6 million

* an FCI estimate as financial data were unavailable at time of printing

June 2015 | www.FloraCultureInternational.com

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The concept of a centralised facility for floricultural trade might have appeared peripheral if not positively strange in 1943, but that didn’t stop four ambitious souls from forming Multiflora in Johannesburg, South Africa on July 13, 1944.

Multiflora: South Africa’s central trading hub of floriculture J

acob Toxopeus, GC van der Merwe, Willie Stock and Jochem Toxopeus put their heads together to formulate the essential structure of Multiflora which today is the central trading hub of floriculture in South Africa. While the name Multiflora seems so apt nowadays, when Willie Stock came up with the name it must have seemed a bit otherworldly all those years ago.

Regular participants

by Marc van Sittert

Today, Multiflora has over six hundredflowerproducerswhoare, for the most part, regular participants at the market. Multiflora has become the largest flower auction house in Africa, employing one hundred and forty four staff members who scurry daily to actualise the daily auctions and keep everything running like literal clockwork.

The overwhelming majority of the flowers sold at the Multiflora auction are grown within a 300km of Johannesburg - around 80%. The remainder are sent from the Cape and Kwazulu-Natal provinces, as well as the northern parts of South

Inside Multiflora.

www.FloraCultureInternational.com | June 2015

Multiflora grounds.

Africa. Produce from Kenya, Zimbabwe and various other African countries also feature regularly at the daily auctions.

for all players, but Multiflora has proved indispensable to the trade over the decades.

Long term success

Several years ago, between 2004 2006, Multiflora underwent a face lift with accompanying reworking of both logistical as well as operativestreamliningthatappearstoday to have paid off well. The premises are smart and far more upmarket than the original, functional market place it was before. Ever conscious of the need to benchmark against international peers, Multiflora is a dynamic, world class entity that is unlikely to do anything other than go from strength to strength as the SADC economies grow and realise the value of exported floriculture. While there will always be a cut off point, moving north into Africa, where flying produce so far south instead of directly to the EU or the USA becomes nonviable, Multiflora’s regularity, streamlined professionalism and huge grower and client base are all aspectsthatoffsetthisconsideration for any professional grower on the continent. |||

Prior to the forming of this exclusively“freshflower”venue,growers would hire stalls at the Johannesburg municipal market and sell to all comers. Centralising and renderingtheflowertradeexclusive in terms of a specialised venue has proven to be a long term success and, today, it’s hard to imagine any other structure and facility, so accustomed has the South African floriculture industry become to the presence and functionality of Multiflora.

It’s hard to imagine, looking at Multifloratodaythatchurnsseveral hundred million rand per annum, that the initial four shareholders each invested only R7.500 in the fledgling Multiflora that kicked off in down town Johannesburg. Once pitching the concept was streamlined, the rate of transport of goods and various other logistical issues demanded solutions in order for the whole concept to pan out well

Face lift

2015

Auctions around the world Located in the contemporary Aoyoma OM Square skyscraper in Tokyo’s KitaAoyama shopping neighbourhood and business district, Aucnet is Japan’s sole online flower auction (truth to be told, according to the criteria set by the Japanese Flower Auction Association Aucnet is officially not a flower auction).

Aucnet’s sales representative Mr Yusuke Watanabe.

At Aucnet Ranunculus and Eustoma are all the craze J

by Ron van der Ploeg

apan was experiencing some stark weather contrasts in the first quarter of 2015. While January and February were cold and gloomy, the nation benefited from mild winter weather in March.

Aucnet Quick Facts Year of foundation of the auction 1997.

Turnover (auction clock and deposit service) in 2013> € 51.6 million in 2014> € 52.1 million Sales volumes cut flowers: 130,000,000 stems Growers Supplying growers: around 2,300 grower groups Buyers Number of buyers within a 300 km radius: 1,000 buyers.

Buyer’s profile: predominantly retail florists.

“In the first two months of 2015, supplies were limited and prices reached a high in the face of high demand. In March, supplies were bigger while demand in this month is traditionally strong so prices stayed at a good level. And warmerthan-averageweatherboostedsales in March,” said Aucnet’s sales representative, Mr Yusuke Watanabe, who went on by saying that while domestic demand is lacklustre, there is an increasing demand for Japanese specialty flowers such as Gloriosa, Tweedia, Lathyrus and Ranunculus in overseas markets Aucnet has deep roots in the auctionbusiness.Thecompanywasone of the first to introduce a satelliteconnected auction for used cars in June 1985, long before the internet exploded onto the mainstream consciousness. In December 1997, Aucnet auctioned online the first volumes of flowers, using its own bespoke software. Online sales of cut flowers have been growing

steadily for Aucnet over the past few years.

Today, Aucnet flower auctions run on Sunday, Tuesday and Friday, while pot plants are sold on Monday and Friday.

The bulk of Aucnet’s flowers and plants goes to retail florists who can attend any auction from the comfort of their own home or shop.

“This spring season, our Ranunculus and Eustoma created quite a buzz among florists. These flowers are set be the new craze and the premium quality which is sold at Aucnet tempts an increasing number of florists to use them in their arrangements,” said Watanabe.

From the organisational point of view, he reported little change in 2014.

“Around 2,300 growers/grower groups from across Japan bring in a wide variety of products, including over 1,700 different species. We are delightedthatAucnetmembership increased last year.” |||

June 2015 | www.FloraCultureInternational.com

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Traditionally, flower auctions occupy a unique and dominant place in Japanese flower trade. The nation’s largest flower auction is OTA. In a series of exclusive interviews for FCI, OTA executive manager Mr Ryoji Kato shared his views on the present and future landscape of Japan’s ornamental horticulture and flower auction business.

An exciting year lies ahead for OTA W

hen asked about the overall market outlook, Kato said that the relatively high prices of the last couple of weeks reflect a shortage due to coldweathersincemid-December 2014. ”Eventually the year 2015 was off to a good start turnoverwise.”

He added that the downward trend in OTA’s turnover over the past few years indicates that the auction finds itself in the midst of a buyer’s market. ”But results highly differ per variety. For some specialty flowers, the demand is much larger than supply but unfortunatelysometimesweareunableto fulfil these orders.”

Mature industry

by Ron van der Ploeg

Japan’s ornamental horticulture and gardening industry is mature and shrinking. “All we can do is to try to increase the purchase frequency of existing customers”, said Kato.

Meanwhile, fewer Japanese of all ages are buying flowers. “The demographicsofJapanrevealthat the older generation which for years drove the cut flower market is slowly withdrawing from the market. On the other hand, sales volumes are equally decreasing due to the country’s quickly aging grower’s population with no successors,” outlined Kato.

Japan has set itself an ambitious goal: to more than double its flower exports from 8.6 billion JPY in 2013 to 15 billion JPY in 2020.

At OTA, efforts to increase export sales are ongoing.

Kato: “Over the past 5 years, we have tried to boost export sales.

Recently,Japanesespecialtyflowers such as sweet peas, Ranunculus and Gloriosa are exported to the U.S. Hong Kong, Singapore and so on.”

www.FloraCultureInternational.com | June 2015

OTA executive manager Mr Ryoji Kato.

Growers

When asked about the financial state of OTA’s 5000 supplier growers, Kato said, “Our suppliers (growers) are not members of the auction. The ratio of flowers sold through auctions is high in Japan, and financial results of the country’sflowerauctionsstronglyreflect business performance at grower’s level. Here, profit margins are suffering from high oil prices and transportation costs. Only recently, Japanese transport companies stopped delivering non-standard sizepackagesaspartoftheirregular service. Some growers now have to pay extra for special deliveries.”

Buyers

Overall, OTA’s market audience continuestoagewithnosignificant influx of newcomers.

“We definitely could use a few new buyers,” stressed Kato. He added, “Today, Japan hosts around 170 flower auction businesses in a shrinking market. Some markets are going through testing times.

Financially, they are in danger and cannotprepareenoughassortment for their customers (by losing their credits from suppliers). For the near futureweanticipateaslightincrease in new customers now that other markets are being driven out of business.”

In terms of assortment, OTA reported an increase in specialty flowers with a natural look in 2014.

“Itmightbebecausepeoplestartto prefer “natural-oriented’. Instead, Chrysanthemum, our top selling product, has lost its popularity.

Traditionally, Japanese use a lot of chrysanthemums for Buddhist

2015

Auctions around the world

OTA’s auction room.

ceremonies,butyounggenerations prefer roses instead of mums.” According to Kato the most fashionableflowersandplantsthesedaysin Japan are Dahlia, Ranunculus and Clematis.

Organisation

OTA’s online sales system is up and running. “80% of OTA’s total sales is based on pre-auction trade with pricesbeingagreedbyphonewhile the customer is checking OTA’s online sales information. Meanwhile,theproportionofbuyerswho connect with the auction through the internet is increasing.”

Kato agrees that the line between supplyanddemandhasneverbeen so fragile. Prices at the auction clock are prone to huge fluctuations. “We can see prices fluctuating on a daily basis. . The bad thing is that in a buyer’s market, those whopurchasereactsometimestoo sensitivelyandpessimisticallywhen for example weather forecasts are bad.”

When asked if in a market where supply most of the time is larger than demand, the auction clock

the Flower Promotion Act, which was signed last year in parliament.

It will give access to subsidies for flower promotion campaigns.” |||

is a desired tool for price setting, Kato commented, “Economically speaking, it works if Adam Smith’s invisible hand persuades growers to switch crops. But in realty growers cannot change crops so easily especiallywhentheyhaveinvested a lot in their growing facilities, like chrysanthemum growers. But still, the transparent and fair price formationthroughthe auctionclockis our ‘raison d’être” in which buyers and suppliers have put their trust.”

OTA Quick Facts Foundation Year of foundation of the auction: 1989 (start operation from 1990) Turnover in 2013> € 210.7 million (27,239 million JPY) EUR/JPY=@129.25 in 2014> € 206.6 million (26,697 million JPY) EUR/JPY=@129.25

New building

Meanwhile, an exciting year lies ahead for OTA with the construction of a new building being underway. “It will include state-of-the-art cooling facilities. Most of Japan’s flower auctions were built 30 to 40 years ago, at a time when the word ‘cold chain management’ still had tobeinvented.Uponcompletionof our new building, we can differentiate ourselves from other markets, hoping to attract more flower suppliers and buyers,” said Kato.

In the long run, the market is shrinking due to an ageing population. “But we have set our hopes on

Sales volumes cut flowers: 405.5 million stems potted plants : 3.1 million units garden plants: 4.8 million units Supplying growers how many: 5,000 Buyers Number of buyers within a 300 km radius: About 1,100 Total number of registered buyers: 1,320 Buyers’s profile: floral wholesalers. The biggest sales volumes are sold through intermediate wholesalers who have their office/shop inside the OTA market.

June 2015 | www.FloraCultureInternational.com

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Taipei Flower Auction Co. general manager Mr Tom Chang said that 2015 started well with prices remaining steady and at about the same level as this time last year.

Taipei flower auction S

umming up the sales in the first quarter of 2105, Chang said that quality flowers were sold for a good price, but unseasonably hot weather caused crops to bloom early and all at once, leading to a peak in sales volumes and a drop in prices. He continued to say that especially during the period from February to April and from September to November the Taipei-based auction finds itself in the midst of a buyer’s market with more supply than demand, but this doesn’t mean that the board of directors just sits and waits for the next blooming boom. To conquer the market in terms of marketing and promotion, the Taipei Flower Auction Market moved to a new site. “Marketing-wise, it is always good to move your business to another location. Here, we hope to find even better odds for business success than we had in at previous location,” said Chang.

Good business

by Ron van der Ploeg

In Taiwan’s stable economic environment, it’s both at home and abroad that the Taipei Flower Auction is doing good business. When askedaboutbusinessperformanceat grower’s level, Chang commented, “We believe that the auction results mirror the financial state of its members.Ourgrowersearnmoney through the auction, but are not so satisfied with the prices. As they supply more and more products, theyexpectpricesalsotobehigher.”

www.FloraCultureInternational.com | June 2015

The auction’s customer base has remained fairly unchanged in 2014.

“Our major customers are from Northern Taiwan, hailing from cities such as Taipei and Taoyuan. The number of customers totals 300 to 350 with retail buyers, wholesalers andexportersmakingupthelargest part of the customers.”

Little surprises in consumer behavior

In Taiwan, there is little surprise as to floral consumer behavior.

“Therefore, assortment changes are not very quick. We can see, however, that over the last decade higher priced flowers such as Lilium, rose, Lisianthus, orchid and herbaceous perennials are riding a wave of popularity. Firstly, this is because our market is located in a metropolitan region and secondly because the new generation is accepting higher priced items more easily. Chrysanthemum and Gladiolus sales are gradually going down, because many people see them purely as festival or sacrificial ceremony flowers.”

When asked about Taiwan’s main crops Wang said that plantation areas with Lisianthus, lilies and Vanda orchids continue to expand.

“Eustoma’s rising prominence has to do with growing export sales to Japan, while lilies have gained ground because breeders have addedsignificantlytotheirproduct range. And while Phalaenopsis and Oncidium sales continue to be

strong, Vanda’s star has been rising in recent years. Overall, lily and Lisianthus are the nation’s most popular cut flowers, while potted orchids are top sellers in the houseplant segment.”

From the total 10,305 members 8,748 grow cut flowers and 1,557 potplants.“Thesefigureswerevery stable over the last year, without any important changes.”

Online sales and clock sales

In a fast changing world, traditional ways of communication seem to be out, while online is in. Chang sees the potential in online sales, but patience is required. “Our business planforeseesthelaunchofanonline sales system within 3 to 5 years.”

At Taipei Flower Auction the clock isatried-and-testedmarketingtool.

“It’s the major way for auctioning in our market. But the line between supply and demand is very fragile.

Prices usually tend to increase in the run up to floral holidays. This is not so good for growers and customers.Nearlyeverybodyagrees that that the consumptive habit should be changed, through the media or education. When people are used to using flower, maybe the situation can be solved. The auction clock is still an important and necessary tool in Taiwan’s auction market. But, in the future, when the online sales develop and mature in Taiwan, the function of the clock will change, like in Japan where people can see the photo of a product projected next to the clock.”

When asked about the key issues for his auction in the coming year, Chang said that one of the primary goals is to stabilize and improve the function of the auction clock, while preparingtheauctionforthearrival of its online sales system. “We think that in the future, the auction clock and online sales system will run parallel to each other. We will expand the market and provide more service to our customers.” |||

One of Japan’s flower export pioneers, the Naniwa Flower Auction in Osaka, sells its flowers both at home and abroad and reported a €144 million turnover last year.

by Ron van der Ploeg

2015

Auctions around the world

2015 off to a good start for Naniwa Flower Auction T he year 2015 marked a good begin for Naniwa Flower Auction with prices set higher than last year.

Just like its fellow auctioneers in other parts of Japan, the Osakabased auction house said its firstquarter profits fell after trading was affected by weak demand and the cold weather. Over the past threemonthsof2015,temperatures in Japan were lower than usual, impactingcropquantity.Totalsales volumes in the first quarter were down.

Overall, sales at home and abroad continue to be flat with growth ratesthatareslowerthancompared to last year. Export sales are somewhat increasing due to the weak yen, but exports only represent a small portion of Naniwa’s business.

Naniwa’scustomerscomprisefloral wholesalers, supermarket buyers andeventorganisers,whopredominantlypurchasechrysanthemums, Lisianthus and Ranunculus. At grower’slevelonecanseethatgrowers increasingly opt for crops that can be grown at lower greenhouse temperatures and thus at a lower

Naniwa Flower Auction Quick Facts Turnover Turnover in 2013> €130million euro Turnover in 2014> €144million euro.

Sales volumes cut flowers: 307,413,503 stems potted plants: 3600 units ((25775 pots) Supply Supplying growers: 2000, including all big grower groups and family farms.

Buyers Number of buyers: 1500 within a 300 km radius?

Buyer’s profile: Retailers, event organisers and wholesalers.

cost. Naniwa has a strong presence among growers in the regions Shikoku, Chugoku, Kansai and Hokuriku.

Riding the wave of popularity are Lisianthus, touted as being Japan’s mostfashionableflowersthesedays.

The country hosts a large number of growers specialising in an even larger number of Lisianthus varieties. Lately, the unique, Japanese grown Lisianthus also receive acclaim from overseas markets.

Meanwhile, Scabiosa’s star is also rising, with growers involved in bothbreedingandcommercialproduction. This results in individual growers each having their original line of Scabiosa flowers, which are used on many occasions.

Staying firmly at the top is Chrysanthemum, which continues to enjoy a stable demand, although the flower has somewhat of an image problem. Therefore, local breeders tirelessly work on new

colours,shapesandsizestocaterfor demand among the more trendy florists.

From an organisational point of view, little changed at Naniwa’s in 2014. It continues to have over 2000 supplying growers, albeit all of them running small businesses.

In Japan, flower farms have an average size of a mere 0.2ha, but it would be a mistake to think that theJapaneseflowerindustrydoesn’t adapt to the big changes in society.

At Naniwa, for example, the online sales system is up and running with online sales getting off to a quick start ten years ago and now representing 25 to 30% of total sales. But the auction adds that there is also a downside to online sales, as the youngergenerationwilldevelopless communication skills.

Logistics and marketing are what Naniwa’sboardperceivesasthekey issues for their auction in the coming year. |||

June 2015 | www.FloraCultureInternational.com

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World News United Kingdom AIPH re-brands and redefines its purpose The International Association of Horticultural Producers (AIPH) has redefined its purpose and renewed its brand alongside a clear Strategic Plan supported by its members. The narrative and brand project has seen AIPH clarify its role as ‘The world’s champion for the power of plants’.

In summary, the purpose of AIPH is now defined as follows: Since 1948, AIPH has united horticultural producers in an international community that thrives to this day. Much has changed in that time. Technologies advanced, cities rose from the ground, and we have become more connected than ever. As a result, our essential bond with nature has been weakened.

AIPH strives to reignite and uphold an appreciation of plants that we believe is a basic human instinct.

We support the work of grower associations globally and together we champion a prosperous industry, growing plants that enhance lives, advance societies and sustain our planet, for this generation and the next.

Vic Krahn, AIPH President, explains the thinking behind the rebrand: “As a global industry our relationship with nature was pivotal in our past. It is fundamental to our future. The state of

the world dictates that AIPH is more important today than ever in its history. Tomorrow, it will be more so. With an ambitious, determined and optimistic narrative and a clear Strategic Plan, AIPH can achieve more and build a stronger international community”.

To communicate this purpose visually the Association has developed new branding that includes a fresh look logo and new website - www.aiph.org.

Vic Krahn continues, “I am delighted that our new brand captures the spirit of global cooperation and the beauty of plants. With the hope for a world made healthy and prosperous by plants, AIPH can unite people worldwide, both inside and outside the industry. With the tools to campaign effectively, AIPH will continue to earn global recognition for the essential work it does in sustaining our planet for future generations.”

The AIPH Strategic Plan focuses on four key areas: 1. To stimulate increased demand for ornamental trees, plants and flowers worldwide.

Delivered by promoting and approving international horticultural exhibitions (Marketing & Exhibitions Committee) and promoting the role of plants in greening cities (Green City Committee).

2. T o protect and promote the interests of the industry.

Delivered by promoting an effectively functioning plant breeders rights system (Novelty Protection Committee) and representing growers interests in certification schemes, plant health and science (Environment & Plant Health Committee).

3. To be the place where growers come to for international industry information and knowledge exchange.Delivered through the annual production of the AIPH/Union Fleurs Statistical

Yearbook, industry events and AIPH meetings.

4. T o promote best practice in sustainable ornamentals production. Delivered by the organisation of the AIPH International Grower of the Year competition.

At a time when supporting the role of plants is more important than ever, AIPH is more important than ever. Visit the new AIPH website at www.aiph.org |||

Russia Increasedrestrictionsloomingonre-exportsofflowersfromtheNetherlands The Russian government is considering imposing restrictions on the re-exports of flowers from Netherlands, according to recent statements of Sergei Dankvert, head of the Russian Federal Service for Veterinary and Phytosanitary Surveillance (Rosselkhoznadzor).

According to Dankvert, countries that ship to Russia via the Netherlands should consider other ways to ensure the arrival of the flowers in Russia. Dankvert’s announcement follows the detection of numerous contaminated shipments, which poses a threat to Russia’s agriculture. Equally alarming is the increase of the

number of falsified phytosanitary certificates for flowers, which are re-exported to Russia from the Netherlands and which are detected by Russian veterinary service. Restrictions may take place in the form of an entire ban on the re-exports from the Netherlands or the increase of customs duties.

www.FloraCultureInternational.com | June 2015

Rosselkhoznadzor’s plans have already been criticized by some leading Russian flower importers, who accuse the agency to act in the interests of Russian flower producers, who hope to increase their marketshare in Russia. According to a spokesman of Alexander Tkachev, the Russian Minister of Agriculure, to date the majority of Russian flowers’ producers were unable to compete with imports from abroad, both in terms of price and quality, however there is a possibility that such a situation

will change already next year, in the case of raised import taxes or a complete ban. According to the same spokesman, in recent years, Russia’s domestic flower production has significantly increased, mainly because of big investment projects by Russian businessman such as Oleg Deripaska, who ranks among one of the country’s richest entrepreneurs. Deripaska has strong connections in the Russian government and may lobby the imposition of duties on flower imports to Russia. |||

Guatemala

Growing ornamental plants at the crossroads of world trade With fertile lava soils, a tropical climate on the coasts and temperate climate in the highlands, as well as abundant rain water, the Central American country of Guatemala has enviable natural advantages for farming the land to produce food, flowers and ornamental plants.

by Jaap N. Kras

G

uatemala has an astonishing natural beauty with a landscape that is dotted with no fewer than 24 volcanoes (3 of them active). But as a result of its geography and geology, the 15 million inhabitants are also exposed to naturalhazardssuchasearthquakes, volcano eruptions and sometimes tropical storms, resulting in torrential rains and overflowing rivers.

A crossroads of world trade

The country’s two coastlines are along the Pacific Ocean and the Caribbean Sea and are marked by several, good harbours. Dividing two oceans and bridging North and South America, Guatemala has become a crossroads of world trade.

In Guatemala, as is the case in other parts of the world, the countryside is being depopulated, with 4.5 million people living in the capital Guatemala City. This is not only the administrative and geographical, but also the political centre of the country.

The government stimulates the use of the more than 20 officially known

indigenouslanguages.Themajority of people, however speak Spanish. The major religion is Roman Catholicism. The country national currency is the quetzal: 1quetzal = 100 centavos and 1$ = Q7.53 or 1€ = Q8.18

Fast growing economy

Today, the country is blessed with a fast growing economy. In the past 15 years, the average annual growth of the economy was 3.5%.

The last decade was marked by a 100% growth. Guatemala offers an open market with hardly any trade barriers.

Among the country’s agricultural flagship products are coffee, sugar cane and bananas.

But there’s more. Also a vital part of the economy is the ornamental horticulture industry, which grows young plants, cut foliage (Arachniodus adiantiformis, commonly known as leather leaf), cut flowersandfruitsandvegetablesfor exports.

The United States ranks among the mostimportantexportdestinations with a 38%, market share, followed

by the six other countries in Central America (Belize, Costa Rica, El Salvador,Honduras,Nicaraguaand Panama in total making up a 30% market share), the European Union (6%), Mexico (5%) and other countries 21%.

Guatemala is a mainly agricultural country with 14% of its Gross Domestic Income (GDI) based on agriculture (Transport 11% of GDI).

It has hardly any minerals, but there is some gold-digging. Tourism, manufacturing, trade and services represent 46% of the GDI. The unemployment rate is officially 15%. But there is also a part of the economy that is never taxed or monitored. This informal or grey economy encompasses street vendors,shoeshiners,workersonshort contracts and people who grow their own food in rural areas.

During my trip I only met very friendly people. However, foreign visitorsarewarnedaboutorganized crime and drug-related violence, as Guatemala is a transit country for drug shipments from South America to Mexico and the USA.

June 2015 | www.FloraCultureInternational.com

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Guatemala

Nethwork’s Edwin Smit aims to stimulate sustainable growing nursery stock products through an independent auditing and certification system.

But let’s face it: you have to be careful in every corner of the world.

Guatemala is not a member of the World Intellectual Property Organization (WIPO). As a result, the country lacks a breeder’s right law. A WTA member Guatemala has the intention of also becoming a member of the WIPO.

Ornamental horticulture

The ornamental horticulture industry provides employment for over 60.000 people made up of mostly women (80%). The country hosts around 60 large-scaled and professionally run plant nurseries including 5 farms of 20ha or more and with some type of protectedculture system (shade houses).

Cash crops are Yucca, Ficus, Dracaena, Rosa, Dianthus cariophillus Pictured left to right are Honorary Consul in Guatemala Rob Vergoossen, the Dutch ambassador to Costa Rica, Nicaragua, Honduras, El Salvador and Guatemala, Ms Mette Gonggrijp, IKEA Category Manager Eva Dahlqvist, Waterdrinker retail manager Henri Potze, Sjaloom general manager Willem van der Voort, Palmi directors Lorena de Luna and Cale de Luna and JconnectA director Jeroen Gelderblom.

(Carnations), leather leaf, Croton, Schefflera, Hedera and Aloe. The export value is around US$ 100 million.

The most important export countries are the Netherlands with 43% and the USA with 32%, Germany 8%, Japan 5%, Italy 3% Denmark 2%, the rest (Canada, the UK, Sweden, Spain etc.) 7%.

The Guatemalan law includes an Export and Drawback Promotion and Development Act to stimulate exports by reducing the paper work. This law also offers exporters exemptions of certain taxes.

Agritrade show

TheindustryassociationGuatemala Agexport organised Agritrade in La Antigua from March 12 -13, a horticultural trade show that takes place every two years. It gathered all important producers of vegetables, fruits, ornamentals, foliage, flowers, processed agricultural products and specialty products suchascoffee,honey,sesameseeds, vanilla and other spices. This year, the show welcomed 170 exhibitors and over 100 international buyers.

The organisers can look back on a successfulshowattractingatotalof 4.000 visitors from many countries.

The educational programme included agriculture-related conferences that took place at the grounds of the fair and focused on international trade, crop culture and sustainability.

Yucca

Lorena de Luna and Caly Luna run Palki S.A.. This company is among

www.FloraCultureInternational.com | June 2015

one of the country’s larger plant nurseriesgrowingBeaucarneaand Yucca starting material.

Lorena walked us through Palki’s yucca stem production facility, explaining that the company produces around 5 million stems/ year destined for export sales to predominantly the Netherlands where Sjaloom is among one of their biggest customers. The stem sizes vary from 20 to 120 cms.

Locals cut the yuccas at coffee and corn plantations and bring them to Palki. Here the stems are made export-ready.Thatinvolvesquality control,sorting,sawing,dippingin paraffin, adding sawdust in a small plasticbagfortherootingandstoring them at 15°C in containers.

Nethwork

Palki is a progressive nursery business that is strongly committed to environmental sustainability through the Nethwork certification programme. The Nethwork programme aims to stimulate sustainablegrowingnurserystock productsthroughanindependent auditing and certification system.

With offices in the Netherlands (Jos Leeters) and Costa Rica (Ed Smit and Renee Snijders), Nethwork is a horticultural business consortium that has been created through the co-operation of 17 individualhorticulturalcompanies (including HAS University of Applied Science) who all share the common goal of creating synergy while promoting the horticultural industry in Central America.

A Nethwork seminar at Palki

Locals cut the yuccas at coffee and corn plantations and bring them to Palki.

Nurseries focused on their sustainability initiative with the Dutch ambassador to Costa Rica, Ms MetteGonggrijpathandtoexpress her support.

The keynote speakers represented all partners of the supply chain from grower to trader to wholesalers and retailers (IKEA sent Eva Dahlqvist). They all stressed the importanceofsustainablehorticulture and praised Palki’s efforts in everysingledetailfromthebusiness process whether production or human resources are concerned.

Protea

What was once a rose farm has nowbeentransformedintoaprotea farm run by husband and wife team Mr and Ms Byron and Marisol Calderon of Exotic Investment S.A. To serve the market effectively, the company grows an impressive colourpaletteofProteas,Leucadendron and Leucospermum in raised beds.

Growing conditions are optimal with mild temperatures, enough wells with water and fertile volcano soils. The aim is to produce year round proteas for export sales to the USA. Exotic Investment S.A. purchases their protea starting material in California. The company employs 16 full time workers that in peak seasonareassistedby60additional employees.

It will take some time before the first proteas can be harvested. In the meantime Byron is growing Frenchbeans(haricotsverts)forthe domestic market.

Palki’s staff has an in-depth knowledge of all aspects of export packing. Dipped in paraffin and placed in plastic bags with moist sawdust, stems are export- ready.

Leather leaf

Pamela Espino was kind enough to take us around the TAK Corporación. Founded in 1988, the company expanded what today is most surely the biggest fern producer in the world including 13 farms in Guatemala and 2 farms in San Salvador.

Most leather leaf is exported to Europe, where Adomex is the main customer accounting for 60% of sales. Other export markets find themselves in Asia, Japan being an important market for TAK. “We have set ourselves ambitious goals,” Pamela said. She continued, “This year we will expand by another 40ha, while focusing on crop diversification and trialling new products such as protea. Our nurseries cover an area of 34ha indoors and 350ha of outdoor land.

We grow several different types of cut foliages and employ 2000 people. We use modern software and communication systems and

It will take some time before the first proteas can be harvested. In the meantime Byron is growing French beans (haricots verts) for the domestic market.

Mr Byron of Exotic Investment S.A..

pride ourselves in having a large data base, altogether they are the foundation of an ambitious sustainability programme. TAK is MPS-certificated and is proud of its top quality products. It is our great pleasuretohavesatisfiedcustomers with only 1% claim rate per year from the customers.”

Pamela outlined that the ferns continue to produce for 18 years with the biggest threat being the formationofrhizomesbetweentheplants and their roots. These cut the plants off from the water supply. It is a lethal disease that hit the production in Costa Rica very hardly.

TAK is a strong advocate of environmentalsustainabilityandstrives to diminish the use of pesticides and artificial fertilizers, while reducing energy costs.

Creating a bit of a headache are the annuallyincreasinglabourcosts.By law, every year the wages increase by 10% and over the last three years a total increase of 54%. “That is too fast and the labour costs are now in

>>>

June 2015 | www.FloraCultureInternational.com

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Guatemala

Packing area TAK.

Vita Farms CEO Luis Pacheco Gallardo.

average $18 dollars/day. Furthermore, we have to deal with the fact that our products are mainly sold in Europe, in euro currency, while the quetzal is getting stronger even against the USA dollar. We also have an annual 3% inflation. But TAK is a profitable company with active shareholders looking to ensure the continuity and future of the company,” reassured Pamela.

Propagating material

The family-owned company Vita Farms produces cuttings of beddingplants,perennialsandsucculent starting material (160 plus varieties), tropical indoor plants and foliage plants. Vita Farms CEO Luis Pacheco Gallardo and his two sons guided me around the farm including 10ha of shading houses. The sons go to school and want to work in foreign nurseries

www.FloraCultureInternational.com | June 2015

to learn more. Louis commented, “Tohavesuccessorsinthecompany motivatesmeenormouslyandkeeps the farm focused on the future.

We have our own education and trainingprogrammeforemployees conducted by an agronomist.”

The Vita Farm is a professional propagator, all the details fit. “The commitmenttoqualityissupported by strict quality control procedures foreachstageoftheproductionand cuttings are produced under strict hygiene standards. The company provides work for190 full time employees and its annual production currently stands in excess of 20 million young plants,” outlined Pacheco Gallardo.

The plants are propagated and exported to USA-based customers. Vita Farms has teamed up with USA-based Foremostco to jointly work in production, sales and marketing of the cuttings in the North American market. Vita Farms also sells to Europe. KP Holland Kalanchoe genetics are being grown at Vita Farms as stock plants for unrooted cutting production to supplytheNorthAmericanmarket.

When asked about the selection of plants to grow, Mr Pacheco Gallardo said that they have many years of experience and often serve the same customers for years. “So, we know exactly want they want.”

He went on say that is happy to rely on a very dedicated staff.

“Some 5 years ago, a fire destroyed nearly the entire nursery during a combinationofatropicalstormand a volcano eruption. We had to start all over again. Everybody worked

tirelessly to safeguard our plant material and helped to build a new nursery. Now 5 years on, the farm isbiggerthanbefore,thenumberof employeeshasexpandedandweare full of ideas and plans to take the nursery to the next level. We have a progressivesustainabilitypolicyand are working on a tissue culture lab forfast,cleanandhealthypropagating.”

TheoverallconclusionisthatGuatemalahasastronglygrowingeconomy andprofessionallyrunflowerfarms thatfocusonproductdiversification.

Itsworkingforceincreasinglyreaches higherlevelsofeducation,whilethe market at home and abroad are growing. |||

TAK Corporación with Pamela Espino pictured in the centre.

To learn more about Guatemala’s ornamental horticulture industry please visit www.guatemalanplants.com or contact Brigitte Obrock of the export agency Agexport by emailing Shade halls Brigitte.obrock@agexport.org.gt a Palki farm.

International Events June 2015 3 to 5. Kenya Iftex, International Flower Trade Expo at the Oshwal convention centre in Nairobi. www.iftex.org

11 to 13. Germany World Cup for Florists at the Arena Berlin, Eichenstrasse 4 12435 Berlin. This year’s theme is ‘Freedom’. worldcup2015@fleurop.de www.worldcup-berlin2015.com

7 to 8. United States SAF Retail Growth Solutions at Hartford, Conn. Conference hotel: Hartford Marriott Farmington.

This 36-hour mini-conference for retailfloristscoversseveralbusiness topics such as design profitability, customer service and more, and features a Tech Showcase. www.safnow.org/events

17 to 19. Brazil 22nd Hortitec show at the Holambra/SP convention centre. www.hortitec.com.br

7 to 11. Italy III International Symposium on Postharvest Pathology, Using Sciences to Increase Food Availability. Venue: Villa Romanazzi, Bari, Italy. www.postharvestbari2015.it

23 to 24. United Kingdom The National Plant Show at Stoneleigh Park, Coventry, CV82LZ, UK. T +44 118 9303132 F +44 118 9323453 enquiries@nationalplantshow.co.uk www.nationalplantshow.co.uk

8-10. United States International Floriculture Expo at McCormick Place in Chicago. www.floriexpo.com 8-11. Spain VIII International Symposium on Irrigation of Horticultural Crops in Lleida, Spain. jordi.marsal@irta.es www.ishs.org/symposium/438 9 June. Netherlands Greentech’sinaugural,byinvitation onlyconferenceinvitesparticipants torespondtothequestion,“What’s next for green horticulture?

Expected to attend are 250 key stakeholdersfromthehorticultural sector. Building on the success of GreenTech exhibition, the mini conference will host a great line up of speakers. www.greentech.nl 9 to 11. The Netherlands Marking its 40th edition this year, the TOC Europe Conference and Exhibition returns to the leading maritime hub of Rotterdam on 9-11 June 2015 to assess the fundamental changes now sweepingglobalcontainertransport and logistics as a result of the shippingindustry’sheadlongcharge towardsmegavesselsandalliances. www.toc-events.com 9 to 11. United States The National Lawn & Garden Show. nlginfo@nlgshow.com P (888) 316-0226; (719) 488-0226 F (719) 488-8168 www.nlgshow.com 9 to 12. The Netherlands Flower Trials www.flowertrials.com

17 to 21. The Netherlands ROOOZ, celebrating the rose’s past present and future. Miniature rose festival in the Historical Garden Aalsmeer.

24 and 25. Netherlands Expo TCO, the leading trade show for the avenue tree sector. www.treecentreopheusden.nl/expo 23-24. Israel Fresh Agro Mashov, the 25th edition ofIsrael’sleadinginternationalfresh produce summit and exhibition. www.agro.mashovgroup.net 24 to 29. Colombia 6thIberiada,internationalgathering of floral design schools at the Hotel Intercontinental in Cali, Colombia. www.alyrofloralevents.com 28 June to 1 July. Belgium 25th International Eucarpia Symposium at the premises of the ILVO institute for agricultural and fisheries research in Mell, near Ghent. www.eucarpiaornamentals2015.be 30 June to 5 July. United Kingdom RHS Hampton Court Palace Flower Show. www.rhs.org.uk July 2015 11 to 14. United States Cultivate 2015 at the Greater Columbus Convention Center, Columbus, Ohio. Formerly known as OFA Short Course, Cultivate’15 will continue to offer premier educational and networking experiences,andmorethan7acres of trade show exhibits including technology, new products and services, and new plant varieties. hello@americanhort.org www.cultivate15.org P (614) 487-1117

12-14. Brazil 24nd Enflor and 12th Garden Fair at Holambra/SP Convention Centre. www.enflor.com.br 19-23. Portugal GreenSys 2015, international symposium on new technologies andmanagementforgreenhouses in Evora, Portugal. greensys2015@uevora.pt www.greensys2015.uevora.pt 21 to 23. France The 46th Annual Fleuroselect Convention, hosted by Graines Voltz will take place from 21 to 23 2015 in Nantes, France. www.fleuroselect.com 21-23. United States SNA2015 Southern Nursery Association Show in Atlanta, Georgia www.sna.org 22 to 26. United Kingdom RHS Flower Show Tatton Park. www.rhs.org.uk 29 July- August 1. United States CalFlowers/Norcal Fun ‘N Sun Convention to book your room call 877 901 6632 31 July- 2 August. Netherlands The Floating Flower Parade, a floral flotilla of over 60 boats sailing through Dutch waters and lavishly decorated with flowers, plants, fruits and vegetables from Holland’s most famous horticultural region Westland. www.varendcorso.nl August 2015 4 to 6. United States IGC East (Indepent Garden Centre) show at the Baltimore Convention Center. www.igcshow.com 9 to 14. Denmark International Garden Centre Association Congress. www.igccdenmark2015.org 13 to 15. Finland LEPAA, the three-day event set to be held in the Hämeenlinna area, ranks among one of the oldest horticultural trade shows in Europe. www.lepaa.fi 13 to 16. Russia SibFlowers 2015, 19th international exhibition of flowers, planting material, floristic accessories, garden tools and horticultural technology. Venue: Novosibirsk Expo Centre, Novosibirsk (Russia’s third largest city). www.sibflowersexpo.ru

20 to 22. United States Nursery/Landscape Expo at the Dallas Convention Center, Dallas, Texas. expo@nurserylandscapeexpo.org www.nurserylandscapeexpo.org P (512) 579-3857; (800) 880-0343 F (512) 280-3012 August 20 – 24. Australia The VIII International Symposium on New Ornamental Crops, the XII International Protea Research Symposium and the XVII International Protea Association Conference.Theconferencewebsite isprotea-new-ornamentals2015.org 20 to 23. Czech Republic Olomouc Plant Show at the Výstaviště Flora Olomouc, a. s. in Olomouc, CZ / Česká republika T +420 585 726 111 F +420 585 413 370 info@flora-ol.cz www.flora-ol.cz 24 to 27. United States International Trials Conference.

This cutting-edge conference focuses on the latest research and techniques for trialing annual, perennial and woody plants.

The conference is open to all industry professionals who have interest in plant trialing.

Registrationisrequiredandstarted on March 1, 2015. www.farwestshow.com/trials 25 August. Belgium Last year, Belgium’s leading trade show for the lifestyle horticulture industry was reduced to a one day event. It attracted 900 visitors and hosted 125 exhibitors. www.florall.be 26 to 29. The Netherlands Plantarium, the world’s leading nursery stock trade fair. www.plantarium.nl 26 to 29. Russia Цветы/Flowers. XXII International exhibition of flowers, plants, gardening tools and greenhouse technology. www.flowers-expo.org 27 to 29. United States Farwest Show at the Oregon Convention Center, Portland, Oregon. With nearly 900 booth spaces, the annual Farwest Show is your ticket to the nursery and retail garden centre industry. farwest@oan.org P (503) 682-5089 F (503) 682-5099 www.farwestshow.com

June 2015 | www.FloraCultureInternational.com

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Automation Horticultural engineer needs open mind to evaluateallprojectaspects F High and increasing labour costs, legislative and financial pressure to reduce farm inputs, and the growing sophistication and affordability of technology are combining to make automation a viable option for pot plant growers. WPS is among the world’s leading designers, manufacturers and suppliers of labour saving internal transport and handling systems for the professional plant industry. WPS export manager Merijn Kuiper sat down with FCI to assess the current level of automation in the pot plant industry.

by Ron van der Ploeg

rom a small company founded in 2001 in De Lier, Netherlands to a leading and internationally recognised leader in automation and innovation for the professional pot plant industry today, the WPS brand has been synonymous with advanced technology,reliabilityofserviceand continuous growth in profitability.

The company’s founder, Eef van Zanten first made a name for himself in the 1990s. He has had his fingers in many big horticultural start-upsovertheyears,butisprobablystillbestknownfordeveloping the Preforma plant plug and the Walking Plant System.

The Preforma plug caused quite a stir in the industry as it featured a never-seen-before structure with hundreds of micro air pockets

throughout the growing media, designed to stimulate root growth throughout the full depth and volume of the plug.

In 1994, Van Zanten developed the Walking Plant System (WPS), layingthegroundworkforthePlant Order System that was launched a few years later. It marked a milestone project as it was the first successful implementation of Radio Frequency Identification (RFID) tags on delivery plant trays in an international transport and handling system for pot plants. The revolutionary plant order system not only allowed the grower to save time, energy and notice inconsistencies in his shipping but also helped him to track the progress of every single plant in a greenhouse from seed to sale.

WPS’ innovative nature

Founded in 2001 on Van Zanten’s expertise in ‘horticultural handling’, the WPS company supports now a wide range of products, systems and services. At home and abroad it has installed hundreds of systems that include mobile benches, automatic sorting, vision inspection systems, modular conveyorbeltsandmultilayeredgrowth chambers.

Between 2009 and 2010, the innovative nature of WPS resulted in the filing of an international patent of its own Plant Growth Cell for orchids. Over the last 10 years, WPS has benefited from the knowledgeonhowtogrow,becoming a much sought after brand and leading the way with its extensive product range Real success and progress in automating the commercial pot plant production in greenhouses highly depends on knowledge sharing and joint learning networks.

www.FloraCultureInternational.com | June 2015

Knowledge sharing

When assessing the current level of automation in greenhouse or-

namental plant production WPS export manager Merijn Kuiper sees three influential developments at growers’ level. “Growers are increasingly contacting plug producers and crop specialists to acquire more in depth knowledge about how to improve their plant quality.”

Real success and progress in automating the commercial pot plant production in greenhouses highly dependsonknowledgesharingand joint learning networks. “Luckily, growers are trying to learn from each other,” said Kuiper. He continued, “Using their motto ‘You’ll know it, they'll know it, and each of you will prosper from it’, growers team up to boost product quality as they are perfectly aware that customers will not only be pleasantly surprised by premium quality plants, they will also come back to them for additional purchases.”

Plant Growth Cell

Adopting particularly high automation levels is the potted plant industry as a whole and Dutch, American, British and Brazilian commercial orchid production in particular and this has to do with theproduct’ssignificantandstable ranking.

Speaking of orchids, many of the orchids finished by growers around the world are propagated in Europe (Netherlands and Germany) and Asia (Taiwan, China), but high transportation costs, the time consuming shipping process of young plants and quality issues madesomeDutchorchidpropagators decide to set up international subsidiariestoservegrowerslocally (Brazil, USA) with the finest quality young plants.

everygrowertointroducethePlant Growth Cells into the operations processwithminimumdisruption.

Also, growers of other plants like Anthuriums for example, have shown their interest in using the Plant Growth Cell as a growing medium.

Staking machines

Lots of technologies are available, observes Merijn. A game changer he mentions is the Plant Growth Cell. “Back in 2010, Ter Laak Orchids was the first orchidgrowerintheNetherlandsto express a strong degree of confidence in WPS’s newly launched Plant Growth Cell. Five years on and the revolutionary plastic cups enjoys a strong demand from growers at home and as far afield as Taiwan, Australia and Brazil.”

According to Kuiper WPS’ latest sales figures reveal that this year over 20 million Phalaenopsis worldwidearebeinggrowninPlant Growth Cells and this number is still growing every year. ”WPS offerslimitedsampleproductsthat are given to growers so that they may try the Plant Growth Cell before committing to a purchase. Users are particularly taken by all the benefitstheproductoffers:reduced stem breakage, minor A2 grading (less damage) and higher production/m2. Most growers say that the Plant Growth Cell allows them to achieve 8% to 14% yields. Combinedwithahigherhomogeneityof the plants, the Plant Growth Cell is seenasaworthwhileinvestment-an innovativeconceptwithimmediate multiple benefits. “ WPS works closely with its customers in the pre-installation phase, to develop the business model and to access the breakeven time for the investment. Plant Growth Cells

are tailored to specific customer requirements, thus providing the correct growth environment for the plant. If needed, WPS also offers 3D sampling in order to realise the perfect Plant Growth Cell for every customer.

Most of the growers have integrated the Plant Growth Cell into existingbusinessoperations;these must be easily incorporated in order to ensure operational business efficiency. WPS, in conjunction with its clients, develops a plan for

Plant Growth Cell enjoys a strong demand from growers at home and as far afield as Taiwan, Australia and Brazil.

An important recent advance, according to Kuiper, is the ability to implement staking system into the orchid production process. ”The demand for orchid staking systems from abroad is growing. Staking of orchids is not only time-consuming but also a high precision job. The machine automaticallyprovidesmoreorchid plants with a support stake in less time. Complying with today’s ergonomic sensibilities, WPS has found a way to make the machine operation fit the worker, instead of forcing the worker to conform to the machine.”

Dutch government more conductive to research

WPS export manager Merijn Kuiper.

Investing in greenhouse automation is a costly exercise. Meanwhile, government support and funding are limited. “Over the past fewyears,thegovernmentsupport has increased, but funds are usually not readily accessible. It takes a lot of time and effort to apply for them.”

Would Kuiper say that the Dutch fundingenvironmenthasbecome somewhat more conductive to research, an example of which is the recent Smart Industry project where the Dutch Ministry of Economic Affairs and TNO have teamed up (www.smartindustry. nl)? “Yes, it seems that they are more conductive to research. But ultimately, the ‘innovative step’ has to be taken by the commercial company. The government can only stimulate innovation and not commercial production.”

Academia

Kuiper thinks academia can bring in useful knowledge to the orchid industryinacollaborativeprojects.

“Orchids are probably among the most risky ornamentals to grow.

>>>

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Automation

The initial investments are high, plant material is expensive. Moreover, orchid is a slow and relatively new crop with plenty of undiscovered crop technology. Joining forces could bring big improvements in quality, shortening crop times. What’s more, academia will approachsomeofthechallengesin a different way, which can be very useful.”

Speaking of students, WPS provides training on the spot as there continues to be a lack of technical talents,notonlyregardinghorticultural automation but technical talents in general. I believe the Dutch education system is now focusing on a more practical education.

WPS trains the people we need and letsthemexperienceseveraldepartments, especially installing and service, to develop understanding the practical side of automation.”

orchids used by Dutch grower Piet Vijverberg. Now in its second year, how is this system performing?

Kuiper: “It is performing well with a satisfied customer. The overall size of the worldwide industry and developmentoftechnologyismuch larger than the horticulture technology. We see this as our advantage,pushingourengineerstokeep looking around what is already available. Using our horticultural knowledge to excel, using what is alreadyavailable,adaptingexisting technologiesandcombiningthese brings affordable and reliable solutions to the market. The danger of a technical company is to think too much in technical solutions. In this rapidly changing world other aspects, business models and user experiencesarebecomingasimportant as the technology.”

Cross sector pollination

While greenhouse automation experts are evangelical about the potentialofnewtechnologies,there is also frustration at their slow uptake in plant nurseries. Generally speaking, there are two types of growers - those who want it all, who get it instantly and buy it

The role of the horticultural engineerisoftendescribedas“finding technology from outside the agricultural sector, such as postal services, and adapting it. Here, we are referring of course to the hybrid humanvisioninspectionsystemfor

www.FloraCultureInternational.com | June 2015

Slow uptake

straight away, and those who hope they'll retire before they have to use any of it. Does Kuiper experiences such a generational thing? Is it only the younger generation of orchid growers that is adopting high tech?

“Investments are generally high per square meter,” Kuiper said. He added, “Having a next generation inthecompanyisapreferablesituation for most of our clients and this makes a lot of sense of course. But it is not only the younger generation of orchid and other pot plant growers that is adapting high tech solutions. Besides, looking at the age; everybody is different, the entrepreneurshipandthewillingness to excel in a certain type of business lies in the character of the CEO of that specific company. And it is usually also influenced by the interest of the CEO. These factors can’t beenforcedbysuppliers.Itcanonly be brought to attention with a collectionofhighqualityproductsand areliable/trustablewayofoperating within the market.”

Adopting particularly high automation levels is the Dutch, American, British and Brazilian commercial orchid production.

Upcoming challenges

Automationhascreatedrevolutionary changes in the potted plant industry. Continued progress is essential to the future of the sector. When asked about the upcoming challenges, Kuiper said, “One of the challenges is making automation modular and flexible in order to keep aligned with market developments. Adjusting the business model of automation and converting data into relevant information for the grower or even further in the supply chain are equally important,” said Kuiper who concluded by stressing that WPS so far has played a leading role in orchid automation, both locally and internationally speaking. “Especially when it comes to automation and mechanization.

We are striving to be the leader for the use of technologies and the development of new products for the orchid grower. In terms of technology, the Plant Growth Cell is already a development that has a direct link with the actual growing processofaPhalaenopsis.Together with our customers we try to create the future innovations.” |||

Perennials Perennial gardeners, landscapers and other perennial enthusiasts met from 13 to 15 February 2015 in Grünberg, Germany. The 8th annual conference of the International Hardy Plant Union (ISU) was fully booked and set a new record with more than 100 attendants.

Organiser Anja Maubach welcomed plant experts from 15 nations –as far afield as Kyrgyzstan and the USA.

Internationalplantsmen gather at inspirational three-day conference A

ttendeesenjoyedthreedays learning about the latest developments in the use of perennials, and sharing ideas and knowledge.Thetopicsrangedfrom breedingandgardendesigntoplant hunting and wild plant communities.

belongs to a non-profit foundation and is a treasure trove of unusual and beautiful woody plants. There are some extensive conifer collectionsinthisverywell-designedpark and it also houses an impressive collection of about 350 fern species and varieties.

Meadows à la Carte

Plant diversity

James Hitchmough from Great Britain shared his entertaining views on ‘Meadows à la Carte’ providing a comprehensive overview of the development and use of meadow-like plant mixtures, adjustedtodifferentclimates.These meadows are grown from seeds in urban environments in a way that means some species help and protect others to develop and to form long lasting plant communities.

They should also be of such natural beauty that they make people stop to admire them.

Fifty shades of green

by Anke Bührmann

In his lecture entitled ‘Fifty Shades of Green’, Michael Dreisvogt presented the Arboretum Härle in Bonn-Oberkassel, Germany. It

Mark Brown from France spoke about wild plant communities and biotopes as a basis for garden design. He started his talk with a poem looking at the garden from a philosophical point of view. Instead of laying a lawn that needs a lot of time, having to be cut regularly, he recommendedcolourfulmeadows that need cutting only once a year and offer a lot of different impressions during the different seasons.

Together with her husband, Mona Holmberg from Sweden designs beautiful and varied plantings in urban surroundings. She showed how they create borders and miniparks so that even people living in apartment buildings can enjoy the diversity of the plant world.

Plant diversity was also the topic

of Brian Kabbes’ excursion to the Celestial Mountains of Kyrgyzstan.

He is a volunteer in community based tourism and has led several botanical trips to the region. The audience went with him on a very enjoyablevirtualjourneytodiscover the perennial treasures in this still quite unknown country. It offers impressive landscapes and is very rich in plant life. Brian Kabbes pointed out that even though Kyrgyzstan is only half the size of Germany, a greater variety of plant species are found there than in the whole of Europe.

There were more fascinating lectures from other plant enthusiasts like Arie Blom who spoke about the breedingandselectionofplants,focussing on Echinacea and Hydrangea.AdamBarospresentedtheSilva Tarouca Research Institute and the Pruhonice Park, and Petr Hanzelka showed impressions of the Prague Botanical Garden and its perennial collections.IsabellevanGroeningen from the Royal Garden Academy in Berlin gave an interesting lecture about gardening with perennials in different climate conditions. |||

The 8th annual conference of the International Hardy Plant Union (ISU) set a new record with more than 100 attendants (Photo credtis: Jo Bogaerts/ISU).

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Branding DNA Group changing name to Dümmen Orange S DNA Group is rebranding itself and will be known as Dümmen Orange.

The company’s managing director Harry Kloppenburg explains why the company changed its name.

by Jaap N. Kras

even years ago, Fides CEO Mr Harry Kloppenburg took the initiative to interest a private equity firm to support the company with a growth structure that offered Fides the opportunity to emerge as a major worldwide player in the field of ornamental plant propagation. With the help of H2, a successful strategy led to the integrationofthecompaniesFides, Barberet& Blanc, Japan Agribio, Lex+, Bartels, Ecke, Dümmen Group, Terra Nigra and Rijnplant into the largest cuttings conglomerate in ornamental horticulture.

With a stake in the R&D company Genetwistertheconglomerateaims to bring plant propagation to a higher and even more professional level.

Now,allthecompaniesarebrought together under one new brand name: Dümmen Orange. The new branding includes a fresh look logo with the incorporation of a new tagline: for you!

Dümmen Orange managing director Harry Kloppenburg said he is clearly inspired by the former Philips slogan ‘think global act local’.

www.FloraCultureInternational.com | June 2015

Some facts

The Dümmen Orange group has over 150ha cutting production facilitieswhereover6,000employees grow 1,4 billion cuttings/ year.

Cuttingsaresoldtoregularcustomers in 56 countries as well as to over 400 licensee holders.

Dümmen Orange is conducted by a holding under CEO Biense Visser.

Harry Kloppenburg is managing director. He said, “Job one is to build a strong management team and a solid staff. Until now we have been very successful with that thanks to the talents of our CEO. Our management team comprises 7 persons. For North America the managing director, Perry Wismans is in the board. For Europe bedding plants and poinsettia Thomas Bousart, Hans van den Heuvel is leading the R&D department, Johan Trouw is supply chain manager, while Roger Gerritzen was appointed as the company’s CFO.”

Policy and future

As a business aiming to grow and develop, Dümmen Orange has created a Research and Development (R&D) and organic growth strategy, while the company will continue to follow its ‘buy and build’ growth model.

The company’s mission is chrystal clear and reads as follows: “With deep-rooted commitment to our people, our values and our unsurpassedpassionforexcellence,Dümmen Orange is uniting the world through the language of flowers.

According to Kloppenburg it says it all. “We care about our people and strive to get better every day. We care about our product and know what they mean for the consumer, for retail, trade and for our customers. We are in the emotion business, we need to seduce the consumer to moreconsumption.Weareempowering expression.”

Core values.

Also clearly identified are the organisation’s core values.

Passionate Purpose: Passion lives in every moment and every detail of our work, uniting our mission, our people, and our planet in a vibrant circle that’s both sustaining and sustainable.

Inspiring Confidence: Trust – earnedbydoingbusinesshonestly, transparently, accountably and reliably – inspires confidence in our relationships and pride in our legacy.

Boundless Solutions: Serving the individual needs of our customers with sincerity and ingenuity fuels boundlessfloriculturesolutionsand businessopportunitiesthatadvance mutual success.

EvolvingExcellence:Fromproducts that outperform to leadership that outshines, continually evolving our standards of excellence feeds dynamic growth and deep-rooted success.

Empowering Expression: Flowers speak to the best of our human nature – beauty, joy, love, life, art – empowering us to connect, communicate and share every day.

“We listened carefully internally andexternallyandfoundthatthese values are in most cases already the core of our competitive advantage and where they aren't, they should be,” said Kloppenbug.

A new corporate identity

According to Kloppenburg there are several reasons for rebranding the company. “All the well-known names of our subsidiaries will disappeartobereplacedbythenew brand name. The main reasons are to strengthen our one corporate identity and to be clear to the market.

The leafs in the logo express all the companiesthatarestronglyrooted in our company. The name Düm-

Certifiable in California

by John Ingwersen

Pray for Rain It’s not often one gets to find themselves in the middle of a crisis, not that one gets to pick and choose such things. And as crises go this one is fairly benign on the surface. Drought. Heck, all we need is a few good days of rain and snow and that little, irksome issue goes away. It’s not like people are dying or anything. If only…

Orange ballons were launched in De Lier to celebrate the company’s new corporate identity.

menOrangepaysrespecttoourheritage: Dümmen is a well-respected name in our most important growth markets and stands in that way for all the wellknown originally family companies with family values forming the basic of our present company. Orange stands for our rich Dutch heritage. Orange is vibrant, evocative and culturally significant.

The tagline for you expresses our customerorientation.Servingtheindividual needs of our customers with sincerity and ingenuity fuels boundless floriculturesolutionsandbusinessopportunities that advance mutual success.”

Kloppenburg said he is clearly inspired by the former Philips slogan ‘think global act local’.

“In fact, we are evolving from a collection of beautiful companies, to one company with beautiful collections. I’m convinced it will be the next step in the development of a strong and valuable company for the market and for our people. A development I’m proud to be part off.”

Dümmen Orange

Dümmen Orange is one of the leading companiesinbreedinganddevelopment of cut flowers, potted plants, bedding plants and perennials. Turnover in 2014 was $180 million. The company employs more than 6,000 people worldwide. In addition to a large marketing and sales network, Dümmen Orange has a strong networkofproductionlocations.Thekey to the success of Dümmen Orange is a wideanddeepproductrangesupported by a global supply chain. The company embraces its social responsibility and invests in the health, safety and personal development of its employees. |||

In some places a month without rain is a problem, so I suppose the fact that it took California 4 years to reach a crisis state is a moral victory of sorts. This is due to a long-term recognition that California is now and always has been subject to the vagaries of seasonal precipitation. I remember a bumper sticker from a drought during my youth with much fondness… “If it’s yellow let it mellow, if it’s brown flush it down”. That one always did provoke a smile…

There’s already been much progress in water conservation. For instance, San Diego County in 2010 used the same amount of water as it did in 2000, even accounting for a roughly 10% increase in population. And in 2016 a desalination plant (delayed for more than 6 years due to ridiculous and incessant environmental lawsuits) near my nursery in north San Diego County, will come online, delivering about 10% of San Diego’s water needs. That’s the good news.

The bad news is that we still need it to rain and snow, at least a little and every so often.

The governor’s recent order to mandate a 25% reduction in water usage statewide will have the effect of eliminating 1150 acres of lawns. That sounds impressive, until one realizes that agriculture in California has already fallowed 400,000 acres. And that’s before the real and mandatory cuts start hitting this summer. On average, growers are anticipating a 20% reduction, based on a 2013-14 water year baseline. In 2008 we had a similar situation, with 30% cuts at that time, but (whether fortunately or unfortunately is open to interpretation) due to the recession nearly everyone was cutting back production by at least 30-50% anyway, so the impact was fairly muted.

Not this time. Business is good and most growers are straining to increase production. This time the cuts are going to hurt. I’m not sure whether to laugh or cry… struggle through a human-made disaster (the great recession) only to stumble into something completely natural and monumentally more serious… what did I do wrong in a previous life??? (I apologize with total sincerity to all the bugs I’ve ever stepped on…)

All the growers here are nervous. We’re all trying to figure out what to do.

And it’s not like we can all turn into cactus and succulent growers overnight.

I suppose it could be worse, I could be a sod-farmer. We’ll be taking the usage of drip irrigation to new levels, and adjusting to a new reality, called, permadrought. Because I don’t think this problem is going away anytime soon.

I read a global-warming projection by NASA a few years ago, and it’s proving to be incredibly (and distressingly) accurate. California gets progressively drier…Texas gets progressively wetter. That’s precisely what’s happening, and very scary. Certainly not the way I wanted to be converted into a global warming believer…

Pray for Rain…

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

June 2015 | www.FloraCultureInternational.com

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World News Kenya

Flower Business Support off to a flying start Flower Business Support has been operational since November 2014. It started off well. Sooner than expected a third packing line was necessary. By early February all ICT systems were implemented. Now grower supplies can be tied to traders demands and growers can offer their products on exporters web shops.

This spring Flower Services Kenya, a daughter company of Flower Business Support, opened its office and cooling facilities in Kenya. Flower Service Kenya enables traders to buy directly in Kenya and widens the sales possibilities of Kenyan growers. Thus Flower Business Support connects growers and traders bringing the right flowers, in the right conditions to the right shop shelves.

Flower Business Support offers buying- and sales services, but also accounting-, consolidationand operational services all in a transparent network of buyers, growers and other suppliers.

People’s work Much of the work at Flower Business Support is people’s work. Marzena Cechanowicz is the quality inspector. “I check the flowers that come out of the boxes: Quality, length and other grades. It’s a nice job. I love flowers. There is an application on my phone and when I see problems I transmit them immediately to our customers or to my manager Elroy Kraneveld who sends my remarks to the growers right away, together with pictures.

Normally next time everything

is OK again. It’s good working at Flower Business Support. The people are friendly. I like working with them. And fortunately they trust my judgment on product quality.”

Custom made approach “The mentality of Flower Business Support fits with ours”, says Gerben Star, who is the general manager at H. Star Flower Traders. “We knew Elroy Kraneveld, the manager, before he started at Flower Business Support. He is a kind of a flower trader himself. You can always reach him and he’s present even before the auction clock starts.

So we know in time what they can sell us and what we have to buy at the clock. It is because of this flexibility that we like doing business with Flower Business Support. When one of our clients asks for Kenyan roses, we ask them if this product is available and for what price.

When the deal is done, they pack the flowers. They also sell on a daily basis and furthermore we are connected to their digital sales system.”

Kreative Roses is part of Kordes Roses East Africa and works with Flower Business Support. “The

market is changing”, says director Bas Smit and marketing/sales consultant Wilco Visser. “We have to sell to clients, exactly what they ask. Custom made. Larger nurseries can do that themselves.

Thanks to Flower Business Support we can do the same; bundled in aberrant numbers, in buckets of the client, different mixes &

special labels. You name it. And because they pack in separate sleeves our flowers look better.

As we speak our ICT is connected to the ICT of Flower Business Support. Now they can sell from our supplies, and also from their web shop. We think our cooperation with Flower Business Support will be expanded.” |||

Rosa‘RedTorch’makessparklingdebutatFloraHolland One of the latest breeding breakthroughs in roses, Rosa ‘Red Torch’ made its début at the world’s largest flower auction FloraHolland in January. Bred by Dutch breeding company Preesman and produced in Kenya by Baraka Roses in Ngorika, ‘Red Torch’ awaits a rosy future .

Featuring a 6cm bud size, ‘Red Torch’s official launch put the new rose in illustrious company of two other top selling red Preesman varieties: ‘Upper Class’ and

‘Madame Red’. The new rose was greeted with enthusiasm by customers and merchants alike as it is a long-lasting bright cherry red rose. Having stem lengths of

50 to 80cm and a high resistance to Botrytis, ‘Red Torch’ not only truly complements Preesman’s existing product portfolio, but also transports very. |||

June 2015 | www.FloraCultureInternational.com

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Crop protection How does it work?

When a blend of sap and other plant extracts consistently produces a wide range of benefits to a wide diversity of plants, from rice to mangoes.

This is one of the first questions that comes to mind. The Japanese company Flora Co Ltd is still finding the full answers, almost forty years after it launched its plant vitalizer HB-101 on the market.

Academicresearchers share their views on Flora Co’s HB-101 A

s the sales mounted year on year because of the good experience of its customers, and the number of countries importing it – now over fifty - also increased,moremoneyhasbecome available for research. The results of the work so far undertaken, by Flora Co’s own research team, and independentlybyJapaneseuniversities and by research organizations in the USA and Myanmar, have givenvaluableinsightsintowhythe product is so successful.

Beneficial micro-organisms

by our own correspondent

Very importantly, HB-101 applicationshavebeenshowntoboostthe population of beneficial microorganisms in the soil. It would be expected that the resulting improvementsinthesoilenvironment would be good for roots. Studies at the Yamanashi Agricultural Experimental Centre and at Kanazawa University showed that this was exactly the outcome in the case of the two test plants. Root growth in youngplantsofScabiouscaucasica – much admired as a summer cut flower in many countries – was greatlyincreasedinresponsetosoil treatment with HB-101.

Theseresultswouldmakeeverysort of sense to growers who had used it to treat soil for growing tomatoes. As an example, one HB-101 customer reported highly successful cropping on treated soil used for tomatoes for fifteen years. The results would also make sense to growersofrootvegetables.AtFlora Co.’s own research and development institution, trials resulted in a 28% increase in the yields of carrots treated with HB-101, and a 92% increase in turnip yields.

And perhaps root systems of enhanced vigour are at least a partial explanation of some of the effects on the composition of fruits and foliage of plants treated with HB-101.

The effects do not stop with fruit sugar content, with results praised by customers with melons, pears, strawberries and tomatoes. Tests at Ishikawa Prefectural University have also shown that HB-101-treatedspinachplantshave significantly higher contents of chlorophyll, iron and vitamin A.

Proven track-record

HB-101 is available both as a granular product for soil treatment and as a liquid formulation for use as a feed or as a foliar spray. Customers andresearchershaveachievedpositive results on plant growth, yield and produce quality from applying HB-101 both to the soil and as an overhead spray. Test results have

also indicated direct responses to sprays in terms of pest damage.

For example, mango trees were sprayed with HB-101 in independent testing at the Vegetable & Fruit ResearchDevelopmentCentre,Myanmar. They suffered no significant damagefromleafbeetlesevenatan application rate as low as 100ml/ha.

In the case of control trees, sprayed only with plain water, the great majorityoftreessufferedmorethan 5% leaf damage. Again at the same researchcentre,boththesugarcontent and the acidity of the fruit were higher in HB-101-treated trees, resulting in superior flavour.

Research on HB-101 is now proceeding with increasing speed.

What this has already found and will reveal in future is sure to be of realvalueforunderstandinganduse of the product. But above all else it is the track record of HB-101 that is its best advertisement. |||

June 2015 | www.FloraCultureInternational.com

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36

World News Australia

International conference on Proteaceae and new ornamental crops Excitement is building among flower and ornamental plant researchers, pot plant and flower growers and marketers who will meet from August 20 to 24 when Perth hosts the VIII International Symposium on New Ornamental Crops, the XII International Protea Research Symposium and the XVII International Protea Association Conference. The draft program has just been released and is available on the conference website at www.protea-new-ornamentals2015.org Conference highlights will include the presentations from conference keynote speakers. Prof Tim Entwisle, Royal Botanic Gardens Director and scientific communicator and author, will introduce his concept of ‘Sprinter and Sprummer, Australia's Changing Seasons’. Conservation biologist Prof Stephen Hopper will speak about science based solutions to maximise commercial opportunities presented by the biodiversity found in the Australia’s landscapes, which are the world’s oldest. Pete Kruger, US based General Manager of Ball Ornamentals, will share strategies used by his company to successfully introduce new woody ornamentals into the North American market, focussing on introductions of Southern Hemisphere plants. He will present

the latest data about ornamental plants in the US market. Drawing on his knowledge and extensive experience in the cultivation and marketing of Proteaceae, South Africa’s Dr Gerhard Malan will speak about ‘breaking the exotic mould’, describing the worldwide cultivation of proteas and investigating likely reasons and possible pathways for continued expansion of South African protea cultivation.

Other speakers from around the world will be covering a broad range of topics, in many cases exploring further the issues raised in the keynote presentations. These include flower and pot plant marketing and promotion, propagation and production methods, and onfarm quality assurance systems.

Postharvest technologies,

related to speciality cut flowers, to overcome leaf blackening in Proteas, screen potential new crops and assist long distance shipping, will also be discussed.

There will be a strong emphasis on selection and development of new ornamentals, with examples from the Middle East, Madeira and the Canary Islands, Pakistan, India, New Caledonia and Australia. Novel technologies to create new plants (lisianthus and waxflower) will be introduced.

The latest research into Australian species like eucalyptus, waxflower, grevillea, kangaroo paw, Persoonia, umbrella fern and waratah will be presented.

Key strategies to protect new varieties and maximise their commercial success will be addressed by several speakers.

Other presentations will focus on

promotional strategies to build demand and will outline market trends for Proteaceae and related plants.

The conference affords a rare chance for industry members to meet their counterparts from all over the world during the spectacular wildflower season when floral displays are at their best. In contrast to many conferences, this one features two days of conference presentations followed by two days of technical field visits.

An optional 4-day pre-conference tour will take delegates south west of Perth, for technical visits and to view the local flora and the unique scenery. |||

purple coloured tulips near the Hagia Sofia and Sultan Ahmed mosques to the cream, white, pale golden yellow and apricot tulips in other blooming hotspots.

Visitors in their thousands tiptoed past beds of tulips, Muscari and Narcissus. However, the stars

of the event were undoubtedly the tulips. This year’s highlights included an impressive Tulip Carpet, rolled out by Asyalale.

The carpet used the geometric patterns of Turkish rugs and was created from almost 500,000 tulips in four colours. |||

Formoreinformationpleasecontact Bettina Gollnow by email at bettinagollnow@iprimus.com.au.

Turkey Istanbul bursts into bloom One of the highlights of Istanbul’s early tourist season is the annual Tulip Festival, running throughout the entire month of April. Visitors return year after year, snapping away with their cameras at the psychedelic blaze of colour.

Now in its ninth year, the Istanbul Tulip Festival originated to celebrate the tulip’s arrival in Europe from Persia and Turkey and has gone from strength to strength since its inception.

It has become an extremely

popular annual event held in association with the Metropolitan City of Istanbul, Istanbul Park Management and Asyalale, Turkey’s largest bulb farmer.

The Festival gives visitors the chance to lose themselves among the 30 million blooms artistically presented across no fewer than 13 parks such as Emirgan Park, Topkapi Park and Göztepe Park, roundabouts and road side plantations. Each park holds stunning displays; visitors are treated to over 50 varieties from the vibrant red and

www.FloraCultureInternational.com | June 2015

Poland Powerful Polish tulip promotion

by Alicja Cecot

You’ve heard of Keukenhof in the Netherlands, but did you know Poland has its own spring tulip festival in Chrzypsko Wielkie (Międzychód County), not far from the regional capital city of Poznań?

Międzynarodowe Targi Tulipanów 2015 (International Tulip Festival), is the largest spring flower show in Western Poland, starting on May 1st each year.

This year over 40,000 visitors flocked to the three-day event, which included no fewer than 450 vibrant tulip cultivars putting on a great show. Organizer and owner of the Królik flower bulb company, Mr Bogdan Królik said that activity at this year’s festival far exceeded expectations. The growth and success of the event is the direct result of the tulip’s rising popularity among Polish consumers. But also the timing works perfectly well as the show is traditionally held at the very beginning of May, attracting holidaymakers and day trippers.

The annual tulip extravaganza encompasses many additional attractions varying from music to sport, while celebrity appearances are always sure to draw extra attention and footfall.

There is also a lively programme of children's activities aimed at bringing nature closer to their homes and increasing their interest in flowers. After all, kids are the customers of tomorrow.

The annual highlight is the official name giving ceremony to mark the launch of a new tulip variety.

In keeping with tradition, the organisers selected a Dutch breed to be named after a famous Polish citizen. This year, the honour of having his own tulip went to Mr Jerzy Buzek who was Poland’s prime minister between 1997 and 2001 and the president of the European Parliament from 2009 to 2012.

Unable to attend the ceremony on May 1st due to his duties in the European Parliament, Mr Buzek addressed the audience in a video message, which was projected on a giant screen. After greeting the guests, comprised of high profile dignitaries including the Agricultural Counsellor of the Dutch Embassy in Warsaw, Mr Martijn Homan, Buzek said that he really wished he could have been in Chrzypsko. He expressed his gratitude and sent greetings from Brussels.

Tulip ‘Jerzy Buzek’ belongs to the Triumph group. It has shiny, burgundy petals and strong, 45-centimetre long stems. Jan Baltus of the Dutch company J. G. Baltus & Zn, who delivered the

bulbs of the cultivar, emphasized that the new tulip is particularly suitable for the cut flower production.

Bogdan Królik is the biggest Polish producer of flower bulbs.

His company covers an area of 26ha field production (11ha tulips) and 6500m2 greenhouses.

Although his main income is generated by the dry sales of bulbs, he is constantly expanding the production of cut flowers, picked both from field and greenhouse plantations.

This grower, who stepped into the floriculture business only 18 years ago, is also the chairman of the Polish Association of Flower Bulb Producers (SPORC). The Chrzypsko Tulip Festival helps him strengthen his position within the industry, but also plays an important role in the general promotion of tulips.

Poland has been a sizeable market for tulip bulbs, with domestic production booming in the 1970s and 80s. At that time, the Darwin hybrid varieties were all the craze and despite the country’s harsh climate, Poland evolved into the top five world producers of these bulbs (200

hectares). Meanwhile, flower forcing in winter and early spring for International Women’s Day (March 8th) was also expanding.

In recent years, however, the field cultivation of tulips has noticeably decreased, while the greenhouse production has steadily gained ground. The latter has been enhanced especially by the increasing demand for tulips generated by supermarket chains that cooperate with big suppliers.

Today, flower bulb forcing farms in Poland depend heavily on planting material from the Netherlands, supplemented with the ones coming from France and New Zealand. Also, in case of dry sales (bulbs sold through retailers for garden purposes), the industry basically relies on imports. In the period from 20102012, approximately 130 million flower bulbs/year were exported from the Netherlands to Poland – the country was the 6th largest European buyer of Dutch bulbs (the value of the bulbs exported from NL to PL between July and December equalled about €8 million/ year)*. ||| * source: iBulb/Productschap Tuinbouw

June 2015 | www.FloraCultureInternational.com

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38

World News The Netherlands ABZ Seeds & Hem Genetics continue tradition of open spring trials Continuing a long-standing tradition, this year ABZ Seeds and Hem Genetics were again holding open house (April 28-30). Both companies deserve special recognition, not only for their open approach towards bedding plant benchmarking, but also for the time and effort they put into this year’s event.

Early spring is the perfect time to demonstrate new bedding plant varieties in their optimum condition – in ‘packs’ or pots – and to demonstrate features such as earliness and plant development in side-by-side trials.

ABZ Seeds co-owner and breeder Gé Bentvelsen can look back on a very successful event with ‘very satisfying attendance figures’. Visitors, comprised of young plant producers, breeders, growers and supermarket managers and garden centre retailers, mainly hailed from Western Europe.

The stars of this year’s show were ‘Montana’, featuring extralarge white flowers, followed by conical medium to large fruit.

Because of its contrasting flower colour, it is being recommended for combined culture with 2010 Fleurostar Award winner ‘Toscana’.

Flower colour is the big plus point for another 2015 introduction, ‘Ruby Ann’, featuring ruby-red flowers. The third newcomer to the ABZ range is Delizz®, a convenience customer concept, says Gé. Here the emphasis is very much on growing excellent fruit at home in an easy way.

Plants produce few runners, but abundant mid-sized berries on upright trusses over the duration of the summer. Delizz® is being marketed to growers as a presentation deal, each plug plant with a purple pot and printed pot cover. The news for the moment is that the strawberry has been nominated as the Flower Council of Holland’s Plant of the Month for June 2015.

Natural genetic dwarfness in some of the most important of summer-flowering bedding plants is a truly distinctive achievement of Hem Genetics. Visitors to both the Californian and the European

Delizz is a convenience customer concept

www.FloraCultureInternational.com | June 2015

‘Ruby Ann’

spring trials this year saw Hem Genetics’ new French marigold series Chica, in gold, orange and yellow. For growth habit, flower quality and garden performance, this is claimed to have the edge over the competition.

Hem Genetics was also showing nine new colours in Xtrada, its recently introduced pansy series. This has extra-large flowers, a feature important in warmer countries where higher temperatures tend to reduce the size. Both ABZ Seeds and Hem Genetics have announced their presence at this year’s Flower Trials. www.flowertrials.com. |||

‘Montana’

United Kingdom Putting plants in the spotlight The HTA National Plant Show is fast approaching now (23 and 24 June at Stoneleigh Park in Warwickshire).

The HTA National Plant Show is a real milestone in the horticultural calendar, providing the perfect opportunity to view the best plants from UK suppliers from seed, plug and liner suppliers to specimen plants and trees (and everything in between).

With over 100 exhibitors it really is the place to do plant business – whether you want to catch up with existing suppliers or find new ones, see the latest new plants and plan ranges or simply be inspired by the range and quality of plants from across the UK market place.

Always at the heart of the show the New Plant Area is host to the New Plant Awards, which showcases the very best in new plant introductions from UK plant suppliers. Sponsored by the Royal Horticultural Society (RHS) the awards have grown year on year and are the place to find the next best-selling plants for your garden centre. Categories for 2015 are: Annuals, Herbaceous Perennials, Houseplants, Trees and Conifers, Shrubs and Climbers Whilst the focus at the HTA National Plant Show is clearly on plants themselves it also provides a fantastic platform for exhibitors to demonstrate innovative displays that ultimately leading to increased plant sales! The Best Plant Display Award highlights those displays that capture the imagination, provide clear information and attract attention.

The National Plant Show seminars provide an added extra to the show. With a focus on plants (goes without saying) this year’s seminar speakers include Chris Collins, Kevin Waters and Tom Hart-Dyke.

The HTA National Plant Show will once again host a dedicated area for the British Plant Fair Marketplace, sponsored by Container Centralen. The Marketplace gives visitors the opportunity to view shelf samples from many of the growers exhibiting at the Show.

ProVaR is a not for profit organisation established to promote protected plants to its members in the UK and to collect royalties.

It represents 17 breeders and 191 plants from the UK and Europe offering one of the widest ranges of protected plants available to UK grower via a single organisation. This year ProVaR will be showcasing more new varieties including Antirrhinum Pretty in Pink, Caryopteris Pink Perfection, Caryopteris Stephi, Euonymus Dan's Delight and Escallonia Golden Carpet. |||

Visitors can register for the show in advance at www.nationalplantshow.co.uksavingvaluabletimeattheshowitself.

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Trade show Organisers of Macfrut (which was previously staged at the Cesena convention centre) and the new FloraTrade event have teamed up to hold their two events on the same dates (23-25 September, 2015) in the same building (Romagna Expo Centre) to cover the complete span of worldwide ornamental horticulture and gardening, green technology, landscaping and fresh produce in one event.

Their strategic marketing approach is already sure to make FloraTrade stand out from its competitors.

by Ron van der Ploeg

Flowersandfreshproduce to be showcased under one roof in Rimini F

loraTrade is a joint initiative of the Florasì and Florconsorzi, the two premier promotion organisations of the Italian flower industry whose aim it is to establish a horticultural event that represents a broad cross-section of the industry, including plant breeders, growers, technology suppliers, landscapers, floral wholesalers, importers, exporters of plants and flowers,supermarketmanagers,florists, service providers, public work employees,propertymanagersand gardenersandallotherstakeholders of the floral industry.

tors, FloraTrade will have a definite competitive advantage.

Meanwhile, exhibitors are quickly buying up available booth space in advance of FloraTrade, which is set to become the nation’s fundamental point of reference for the market, scheduled for September 23-25, 2015 in Rimini.

The three-day event offers the perfectopportunitytoengagewith industry professionals, the media, researchers and fellow suppliers, when nearly 500 exhibitors and over10,000attendeesareexpected toconvergeatthistradeexhibition.

Strictly b2b

Strong support from stakeholders

FloraTrade is a strictly b2b event, with a very streamlined format, based on meetings between top buyers, trade and producers, with conferences and workshops. An in-depth expo with a great impact, FloraTrade will be based on a new model, in line with changed trends and buying behavior. Embracing technologyasanenabler,providing state-of-the-art infrastructure, free WiFi and conferencing/meeting platforms to attendees and exhibi-

www.FloraCultureInternational.com | June 2015

The strong interest in the new trade show is a direct result of the strong support from the primary stakeholders in ornamental horticulture. Producer associations, the most important consortia and key specialist mass media will be involved, in order to spread the FloraTrade message, in Italy and abroad. Particularly proud are the organisers about the strategic collaborations with the Italian

Ministry for Agricultural, Food and Forestry.

Truly international

FloraTrade will be truly international, hosting not just exhibitors and visitors from Italy, but also from across Europe. Expected to attend are buyers from Germany, France, Denmark, the Netherlands, Slovenia, Romania and Turkey.

Thanks to its relations and extraordinary visitor portfolio, built up from the big names in the field of outdoors, environment, wellness, tourism, contract furniture and home décor (SUN, Ecomondo, RiminiWellness, TTG and SIA Guest), Rimini Fiera will ensure FloraTrade a business boost that’s hard to equal at Italian level.

Rimini Fiera has an on-site railway stationattheexpocentreonthemain Milan – Bari line; local buses stop a few yards from the entrances; shuttle buses from Bologna airport can be organized on request and the expo centre has parking for 11,000 cars. ||| For more details please visit www.floratrade.it

Dutch Comfort

by Jaap N. Kras

The world changes I always use this column to write about the (ornamental) world we live in today, trying to answer questions such as: What can we learn from this world? And what can we expect to be important in future?.

I believe the world has never before changed so quickly and intensely, with all institutions and companies from the ‘Old World’ being a state of disintegration. The Old Capitalist World, so to speak, is likely to disappear completely or may be forced to change fundamentally. If pre-crisis bank behavior persists, banks will still be able to create (often incorrectly) too much money too quickly with one crisis rolling into another.

Many companies completely misunderstand the new era.

Those with questionable tactics using accounting and finance departments that do everything they can to pay as few taxes, and energy companies that refuse to realise that the postmining world, once all the oil, coal and gas is taken out of the soil should be a better place for our next generation.

We are on the eve of a total change! But the idea that a growing number of humans will dramatically change the world’s landscape is a myth. Here are the numbers. The average woman has 2.2 children. Meanwhile, we see that countries such as China, India and Bangladesh, which were previously struggling under the weight of an intense population increase, have now nearly reached this level.

China’s one child policy causes the country to age rapidly instead of rejuvenating. In South America a young, educated generation focuses on its health and well-being, but this doesn’t automatically include having children.

In some cases, the traditional economic power blocks in Western Europe sustain their population through immigration. The population in countries such as Germany and Japan, however, continues to decrease. In Russia, the population dropped from148 million citizens in 1994 to 143 million today!

but elderly people will demand fine gourmet vegetables instead of milk and cheese. Am I right?

This perspective offers great opportunities for the ornamental horticulture too. People are getting older and older people buy more flowers and plants. The trend to blur the lines between home and garden through lush green gardens, patios and balconies will get stronger, while the need for specific unique products in and around the house will grow.

For cut flowers, there is a threat. It is called impulse buying, the unplanned decision to buy flowers when momentary joy is often more important than the real value of the product.

Perhaps there are only a few important questions to keep in mind. Is your customer shopping for a gift or for a special occasion? Flowers need to cater for both demands, either as a gift for birthdays or special occasions such as Mother’s Day, Valentine’s Day or Diploma Day, or as a low-priced impulse purchase.

Be aware that if the price is too high, competing potted plants will kill the cut flower. Why should one pay $30 for a bouquet that lasts only a few days if you can buy a boldlycoloured Anthurium or Phalaenopsis or spectacular tropical foliage plant that lasts a lot longer for the same price?

Population growth is still found in the Middle East and in Africa. But there is no doubt that an economic revival in these countries will immediately be followed by a decline in birth rates. One has to realise that today’s younger generation is perfectly aware of the responsibilities involved in having children, not only financially but also in terms of time investment.

Taking the increasingly interconnected world of information technology and a decreasing world population into consideration, I expect consumer behaviour to change drastically.

The consequences for the ornamental industry will be enormous.

Here I would like to make the following point. If the world population is to fall sooner or later, both dairy and arable farmers will switch from agriculture to horticulture as fewer,

Jaap N. Kras jaap@floracultureinternational.com

June 2015 | www.FloraCultureInternational.com

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Floraculture International encourages the pursuit of joint activities in areas of mutual interest with national and international societies, companiesandorganizations.

Agreements have been reachedbetweenFloraculture International and leading growersandtradeassociations in 32 countries. This unique partnership includes a complimentary copy for each member of the registered associations. Floraculture International is proud to announce the cooperation with the following associations.

For more FCI partners see page 4.

Partners of FloraCulture International

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Advertising Index COMPANY PAGE WEBSITE AIPH .....................................................................2..............................................www.aiph.org Danziger ‘Dan’Flower Farm......................3................................... www.danziger.co.il Flora Co., Ltd....................................................35................................... www.HB-101.co.jp FloraCulture International.......................34...............................www.floraculture.eu Flora Trade Rimini 2015.............................40......................................www.floratrade.it Florasearch Inc...............................................43............................www.florasearch.com Floricultura B.V................................................6............................www.floracultura.com FlowersExpo ...................................................32.............................www.flowers-expo.ru Javo......................................................................38.............................www.flowers-expo.ru

COMPANY PAGE WEBSITE Jiffy Products International.....................32...............................www.jiffygroup.com Jungle Jack’s....................................................38......... www.junglejacksthailand.com Market News Services................................43.........................www.intracen.org/mns Messe Essen (IPM Worldwide)...............44................................www.ipm-essen.de/ world-trade-fair/ Poppelmann GmbH....................................6......................www.poeppelmann.com Shuford Galax................................................ 43 Stal & Plast A/S...............................................43..................................www.staal-plast.dk Vitroplus............................................................34.......................................www.vitroplus.nl

This index is provided as a service to our readers. The publisher does not assume responsibility for errors or omissions.

June 2015 | www.FloraCultureInternational.com

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