Floraculture March 2016 by Kisan Forum Pvt. Ltd.

FloraCulture W W W. F L O R A C U LT U R E . E U

Newseriesofverybeautifulgardenroses ng Stro nt e sc

Lady in red™

Our last summer™

I need you™

Extravagant long lasting mini roses

www.roses-forever.com License to grow high quality roses

I am grateful™

Mini roses in strong colours

Brought to you by

www.kisan.com

M arc h 2 0 1 6

The business magazine for worldwide floriculture

Table of Contents

March 2016 Volume 26 Number 3

‘ If you think people are buying plants, they are not’ Thisrevealinginterviewgivesyouaninsightintothemindofplantbreeder and marketer Anthony Tesselaar. What are the most effective ways to market your flowers and plants? Food for thought from Down Under. by Ron van der Ploeg

IPM Essen show

This year’s organisers, exhibitors and visitors were delighted by the incredible dose of positivity at what they touted as one of the best IPM shows ever. by Ron van der Ploeg

EXPO2016 Antalya

Turkey will host a ‘not to be missed’ event that is expected to attract 8 million visitors from around the globe. by Ron van der Ploeg

Put the ‘M’ back in IPM

If your advisor is telling you “Don’t do IPM unless your customers are demanding it’... it may be time to change your advisor! by Louise Labuschagne

Avoiding genericide

To prevent a mark becoming vulnerable to invalidation as a result, proprietors will have to enforce their trade marks actively and take appropriate measures to ensure that these marks function as badges of origin throughout the entire supply chain.

by Hidde J. Koenraad

New Floradecora show

The Disney-inspired floral extravaganza, to be held in conjunction with the 2017 Christmas World show has every potential to sparkle (Christmas) trade.

Special Keukenhof Supplement

by Ron van der Ploeg

Led’s growing roses

Rose growers Danny and Bart van Nuffelen from Belgium opted for a hybrid lighting installation for their glasshouse, using both LED and HPS lamps. by Ron van der Ploeg

Flora Toscana

Flora Toscana is a private business organisation, a primary producer cooperative that is owned and controlled by its members. by Ron van der Ploeg

The (Rose) Garden of Denmark

Funen is home to a sizeable number of heritage gardens and…plantnurseries.One of them is Buddes Planteskole ApS, a 50ha plant nursery in Bogense, owned and run by Henrik Budde. by Ron van der Ploeg

Departments World News International Events Advertising Index

08 46 51

Columns From the editor Certifiable in California Miami Buon Giorno

07 33 37 47

FloraCulture International is proud to present a 10-page supplement on the forthcoming Keukenhof, which will run from 24 March to 16 May, 2016. The goal of the Guide to Keukenhof is to developadirectory,whichprovides information for visitors allowing them to research and plan their Keukenhof visit ahead.

March 2016 | www.FloraCultureInternational.com

Floraculture International encourages the pursuit of joint activities in areas of mutual interest with national and international societies, companiesandorganisations. 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 50.

Partners of FloraCulture International

Make acquaintance with HOHA aims to move Hungary’s ornamental horticulture industry forward The Hungarian Ornamental Horticulturist Association (HOHA) is the country’s largest and most powerful horticultural trade association. It is the national, non-profit, umbrella trade body representing and promoting the interests of 16 specialist federations and approximately 1,250 members, working in the field of production, trade and services. Among its members are ornamental plant growers, landscape professionals, service providers, floral wholesalers, hothouse builders, researchers,

public work managers and employees,nurserystockgrowers, breeders, propagators, plant brokers, garden centre retailers, cemeterygardenersandbotanical garden and property managers. With fertile soils, a temperate (cold, cloudy, humid winters and warm summers) climate as well as abundant rain water, Hungary has enviable natural advantages for farming the land to produce food, flowers and ornamental plants. The country has a sizeable home production of trees, shrubs, rose shrubs, perennials, bedding plants, potted plants, cut flowers,

dried flowers and seeds, which are grown in the field (2,000ha) and in greenhouses or using other protected-culturesystems(315ha). Offeringclearlysuperiorproducts, Hungaryhasgainedacompetitive advantage at home and in the European marketplace. Using its famous tagline Frost? Heat? Yes we resist!, HOHA leads work across its member nurseriesonaworldclasspresence at Europe’s leading horticultural trade shows. Theassociation’sfuturechallenges include the introduction of

sales promotion techniques to increase sales at home and abroad, the set-up of a research and training network, product innovation and efficiency improvement at business level. HOHA’s main goal is to be an inter-professional organisation and is committed to providing a strong and unifying voice for all horticultural professionals in Hungary to support, promote and expand horticulture. A trade group, HOHA will also attempt to influence policy makers and regulatory bodies. |||

APPM is the entrepreneur’s voice in Russia’s nursery stock industry APPM is Russia’s premier nursery stock association which wants to be a top class forum that understands the unique nature of this business. Founded in 2008 by private nursery stock businesses, the Russian Nursery Stock Association (APPM) is a public organisationdedicatedtounifying nursery stock professionals through education, advocacy, marketing support, international cooperation and networking. Currently, the APPM has 115 member nurseries from 33 Russian regions as well as Belarus, Kazakhstan and Ukraine. All together they cover a production area of 7962ha. APPM associate members also include 31 organisations involved in the

nursery stock market that do not grow trees and shrubs themselves. A team of dedicated industry professionals only laid the foundation for what has evolved into today’s largest trade association for Russia’s nursery stock sector. As the premier trade association for Russian nursery stock growers, APPM is the only organisation representing all aspects of the Russian nursery stock. “Its purpose is to promote the advancement of the Russian

nursery stock sector through the development of new markets, the exchange of information and new technologies,theestablishmentof qualitystandardsandinternational cooperation by visiting industry peers in both Russia and abroad. As the entrepreneur’s voice in the industry, the APPM also acts as a lobbying force on behalf of its members to various levels of the government,” explained former APPM president Irina Savateeva. APPM’s main goal is to reach the

highest level of professionalism in terms of education and transparency, through clear relationships with the state and controlling organisations. “By doing so, APPM hopes to increase the share of Russian nurserymen in the international nursery stock market,” said Savateeva who was quick to add that the association’s success highly depends on the efforts of the different actors in the market. |||

March 2016 | www.FloraCultureInternational.com

FloraCulture The business magazine for worldwide floriculture

Editorial & Administration Offices Angie Duffree

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

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

From the editor by Ron van der Ploeg

Overgeneralizations about generations keeps people busy worldwide. Let's discuss Generation Y...also known as Millennials. Born during the 1980s and early 1990s, these new consumers are reshaping culture and consumption around the world. A multitude of surveys suggest that this generation, in regards to work patterns, is not automatically motivated by the same factors as their parents or grandparents. They often do not search for a lifelong career, but are rather continuously in search for identity-based work, for the right work-life balance. One of their main concerns is that the companies they work for put purpose and people ahead of power and profit. Of course the horticultural industry was quick to dig deep into the matter searching for what really drives this generation and how these drivers affect flower purchasing behaviour. Having visited quite a few horticultural trade shows worldwide over the past few months, I have been able to meet with many industry players and have had my fair share of personal views on demographic trends in population. Around the world, industry peers are jumping to the conclusion that millennials do not identify as much with flowers as previous generations. But, like all stereotypes, the truth of these quick assumptions are often highly questionable. Millennials are said to be the most interconnected and technologically advanced of any consumer. One night I decided to log online, first by scrolling my way through Instagram accounts for plant lovers, then browsing gardening forums, on to florist and flower blogs, eventually coming to the conclusion that the world wide net is a lush, green oasis. For an increasing number of flower lovers expert and budding - the internet has become their garden club where they can like, share, re-tweet and find answers to typical questions such as ‘How do I get my Cliva to bloom?’ Most recently, Alice Vincent of the English newspaper The Telegraph found out that there are at least 16 million garden photos on Instagram, more than the number dedicated to beauty or Justin Bieber. The younger generation has a completely new approach toward flowers and plants. Often born and raised in urban areas, the Millennial generation may be less familiar with traditional gardening but this doesn’t automatically mean that city slickers find greenery difficult to digest. In fact, quite the opposite is true. This generation is ready to embrace flowers and plants, although their love is a conditional and picky one; they will only choose vegetals that fit their favourite design elements and the lifestyle they identify with most. With this in mind, a sizeable number of florist 2.0 shops have opened up their doors offering a mix of live plants, home décor, books and artwork, while others choose to highly specialise in, for example, orchids or roses only. Take ‘Au Nom de la Rose’, a florist franchise specialising in roses, that made its debut in 1991, and can now be found in almost all arrondissements of Paris. Perfectly understanding the need for a much-more personalized approach to gardening, the Flower Council of Holland, the worldwide marketing arm of the Dutch flower industry promoting the sale of fresh cut flowers and houseplants on behalf of Dutch producers and wholesalers, launched their Green Gallery magazine online last autumn. I believe this is currently one of the best examples of how to successfully blend flowers and plants with history, art, fashion, food, interiors and design. www.thegreengallery.com Not much of social media fan myself, I was initially tortured with thoughts about online gardening being too superficial, questioning whether this is not just a temporary craze or a trend to stay. But soon I came to the conclusion that, once the seeds are planted online there can only be growing opportunities for growers and traders alike.

FloraCulture International is published monthly. Worldwide distribution. ©2016 FloraCulture International magazine. All rights reserved. No portion of editorial may be reproduced in any form without written permission of the publisher. Publisher is not liable for advertisements using illegally obtained images. Send address changes to FloraCulture International magazine, Postal address: Postbus 1000, 1430 BA Aalsmeer, Netherlands

Ron van der Ploeg, editor ron@floracultureinternational.com

March 2016 | www.FloraCultureInternational.com

World News The Netherlands Royal FloraHolland auctioning sees exciting times ahead Royal FloraHolland is making the extra effort to satisfy its members and customers. Going into the future, the flower auction will place additional focus on Auctioning 2.0. Ranking among the key issues of FloraHolland’s new business strategy is ‘Auctioning 2.0’, a completely new approach to auctioning based on disconnecting the price setting from the logistic process. “Ultimately, the main goal is to offer the grower an efficient market and meeting place with the most stable and the best possible price at the lowest cost. Ex Works (read Ex Nursery) Auctioning is a scenario that would allow for significant cost savings,” Royal FloraHolland CEO Lucas Vos said. According to Vos, 86 percent of the members consider Ex Nursery Auctioning as the first logical step toward cost savings. This ‘Auctioning 2.0’ should be combined with an advanced transaction system, but Vos refuses to take a clear stance whether this should be the auction clock or an alternative selling system. He was quick to add that, “There is quite some reluctance at grower’s level. Over decades, the auction clock has treated them so well, but this doesn’t keep us from putting the clock under

scrutiny. But caution is commendable as this is something at the core of our business… call it an open heart surgery!” A team of experts is currently assessing all the Do’s and Don’ts of the new auctioning. Royal FloraHolland can look back on a series of well-attended ‘New Auctioning’-themed customer events offering plenty of room for the exchange of ideas. The event allowed to gather valuable customer feedback on the four possible directions into which the New Auctioning may move in the coming years. Afterwards, the associated issues were discussed in small groups. What would

happen if the auction were to uncouple logistics and commerce? How can members be ensured of optimal and stable pricing? These questions led to good and often intense discussions. Practically everyone sees the need for change, but opinions differ on how it should be realized. A blueprint, a broad idea of what the future will bring, will be ready this spring and when it is, the auction will discuss it will all parties concerned. For members, this will happen during the spring region meetings. For customers, the auction will be organizing a new round of informative meetings. |||

The Netherlands

Tulips take international centre stage at new industry event Bringing a rainbow of colours and a plethora of shapes and sizes will be the new Dutch Tulip Days, which are set to take place from March 30 to April 1, 2016. The three-day event will offer industry professionals from home and abroad to connect with the Dutch tulip community, discover the latest breeding breakthroughs, experience the latest trends and exchange new ideas. During the event each of the eight participating companies will set out 100m2 of show space. A special attraction will be the research station Proeftuin Zwaagdijk, which will demonstrate visitors the effects of correct and incorrect tulip cultivation. The Tulip Trade Event is an initiative of the participating tulip exporters, who became aware that their international customers lacked a well-organised opportunity to acquire an overarching view of what is currently on offer in the Netherlands. Currently, eight tulip specialists are on board for the Tulip Trade Event: P. Aker, Amsonia,

www.FloraCultureInternational.com | March 2016

Borst Bloembollen, Haakman Flowerbulbs, Holland Bulb Market, Nord Lommerse, P. Nelis and VWS Flowerbulbs. A convenient route has been put together, making it efficient and easy to visit the companies in the provinces of North and South Holland. A greenhouse which is too humid, the wrong iron content in irrigation water or poor watering, all can impact negatively on growth results in tulip forcing. Researchers of the Proeftuin Zwaagdijk will use tests to demonstrate what the best greenhouse conditions need to be. The focus will be on avoiding problems with leaf topple and the

consequences of dirty crates in hydroculture. Put to test will be five different tulip varieties. Tulip growers will plant a sizeable number of their tulips for side by side comparison. For more information please visit www.tuliptradeevent.nl |||

Switzerland ChemChina acquires Syngenta Breaking news from China last month where the state-owned pesticides and agrochemicals firm ChemChina reached an agreement to acquire Swiss agribusiness company Syngenta. The deal values around $43 billion, which is said to be the biggest ever foreign acquisition by a Chinese firm.Commenting on the acquisition Syngenta chairman Michel Demaré emphasised the non- China nationalization character of the acquisition. Demaré stressed this type of fear is irrational as the existing board of directors will continue to run the company. The chairman insisted it would be business as usual at the company. Syngenta employs over 28,000 across 90 countries. |||

Iran

Iran Horti Expo to make its debut in September In a significant boost to Iran’s horticulture industry, event organiser HPP from Amsterdam, the Netherlands last month announced it will team up with Iranian partners to jointly launch a horticultural trade exhibition for industry professionals only. Set to take place in Iran from Thursday September 1 to Sunday September 4, 2016, the new trade show will bring together hundreds of horticultural businesses with national and international buyers. Horticulture is one of Iran’s most prominent sectors and for this reason the expo will create a unique opportunity for international horticultural supply companies to enter the Iranian marketplace. The exhibitor profile of the fair is divided into two parts; one part will focus on the production side of flowers and plants and the second part

will emphasize on the production of vegetables and fruits. The exhibition is a purely business-oriented event and as such expected in attendance are predominantly Iranian importers and traders of horticultural hardware, growers, traders and exporters of flowers, plants & fresh produce. Iran Horti Expo will be a must for everybody that wishes to enter a new market of great potential in a country with 80 million consumers. |||

Italy Tuscan cut flowers vie for brand recognition Vying for the same brand recognition as olive oil and cypress trees suppliers, cut flowers growers in Tuscany are taking up the fight against the flooding of Italian markets with lowcost flowers from Africa and South-America. They have joined forces in the interprovincial flower district Lucca-Pistoia and floral wholesaler Cooperative Flor-Export from Viareggio to put to help come up with the design for a bouquet featuring home-grown flowers only. A flower bouquet that not only has low carbon footprints and reduces production costs, but also appeals to a large consumer base. To cater for a year round supply of bouquets for the Italian supermarkets and florist shops, researchers individuated the best performing flowers and cut foliage in summer (Aster, Dianthus sinensis x barbatus, Chrysanthemum, Eucalyptus, Dianthus caryophyllus, Helianthus annuus,

Myriocladus, Rosa), autumn (Anemone coronaria, Aralia japonica, Aspidistra elatior, Aster, Helianthus annuus, Gomphrena sp., Eustoma grandiflorum, Ranunculus, Rosa), winter (Chrysanthemum, Iris, Eucalyptus, Ranunculus, Tulipa) and spring (Calendula, Eucalyptus, Freesia, Ranunculus and Rosa). Overall performance of cut foliage was good, while roses and sun flowers in summer wilted quicker than expected. Iris in autumn bouquets not really lived up to the

expectations, while there is work to be done to improve the shelf life of Freesias when used in spring bouquets. Plans are underway to develop a quality brand under which the home-grown Tuscany bouquets could be sold. |||

March 2016 | www.FloraCultureInternational.com

Consumer ‘If you think people are buying plants, they are not’ W It’s safe to guess that most readers of FloraCulture International are probably part of, and immersed in, the horticulture industry. Day to day, it’s our working world to the point that we rarely have the opportunity to step outside of it. But does that come at a cost – not only for each of us as business individuals, but also for the health of our industry as a whole? This revealing interview gives you an insight into the mind of plant breeder and marketer Anthony Tesselaar. What are the most effective ways to market your flowers and plants? Food for thought from Down Under.

hat follows is one man’s concerns with a focus on marketing. In this conversation industry veteran Anthony Tesselaar*, describes how we can work together to create a marketingenvironmentwherethere are returns for everyone. Anthony Tesselaar International is based in Australia. The business was established over thirty years ago following Anthony’s solid grounding in his family’s floriculture business which, in turn, had been founded by the previous Dutch émigré generation. Tesselaar’s forte has always been marketing, from the classic 1980s catalogue format through to the radical branding of the worldrenowned Flower Carpet rose. This first-of-its-kind marketing approachcarriedtheFlowerCarpet toachievestratosphericsalesfigures that continue today: it is evidence of where thinking outside-the-box can take you. Having to work across various world markets has helped the Australian plant breeder to enjoy a horticultural perspective that’s not available to everyone. He is very aware of the benefits that his business has reaped by keeping his eyes open wherever he travels for inspirationbothwithinandoutside our industry. Tesselaar doesn’t talk theory for theory’s sake: his business walks the talk and the profits have followed. Which is why he strongly believes theessenceofthisapproachisavalid blueprint for our industry as a whole.

Together we stand... divided we fall

by Ron van der Ploeg

In Anthony's words…together we stand: divided we fall. “We are all passionate about plants, especially our own products. As individual businessesweofferupourselections assuming that there is a consumer

www.FloraCultureInternational.com | March 2016

“We should be showing consumers how exciting their lives can be when a little horticulture has been introduced.”

market waiting – as it always has done – to buy plants.” But Tesselaar is quick to add that the world is forever changing. “We shouldn’t assume that market is there or will always be there. Of course each of us must market our plant products separately, but we should also make our contribution towards creating and tending the greater market. We need to band together both through thoughtful campaignsandourindustrybodies, to lead consumers to horticulture. We need to feed consumers plant options. We should be showing consumers how exciting their lives can be when a little horticulture has been introduced.”

Solution and experience

The pertinent question is how to reach out to the consumer? “Whetherwe’resellingoneparticular plant or horticulture as a whole, it’s the same approach. If you think people are buying plants, they are not. We’re currently competing in one massive marketplace filled with limitless product categories and seemingly endless competition. Whether the consumer walks into this notional market looking for a plant, or a pair of shoes, or a

holiday - they want a solution. And they want an experience. And possibly also a background story. This is what modern shopping is all about. In the same way the consumer may buy new cushions to refresh their couch (solution), they will buy potted colour to refresh their front door (solution). They may be thrilled with a weekend away in a nearby city (experience) or get a buzz from harvesting freshly-grown windowsill herbs (experience).” Tesselaar emphasizes that the consumer will always be intrigued by the story – the provenance – of a potential purchase. A shopping basketwovenbyawomen’scollective in a third world country has added appeal(background)ashasthestory behind a well-bred rose. Tesselaar asks us to synthesize the above to find out that it all boils down to this: a plant will sell, and the industry will be boosted if you meet consumers’ emotional need. “People are usually not looking for a specific plant. They are looking for a solution. Give them that solution. Give them a good experience. Together these will help increase your future personal sales and help the market image of the industry as a whole.”

Anthony Tesselaar: “People will usually tell you what they think you want to hear.”

The Jamie Oliver approach

Surely everyone has been exposed to the marketing approach of chef andhealthyeatingadvocate,Jamie Oliver. Tesselaar says Oliver is not alone in having made the food industry more interesting and accessibletothegeneralpublic,but he has made a major contribution. “Thanks to his marketing model, food is fun and easy. Consumers have enjoyed success thanks to his skill sharing and they now buy all sorts of related products because they enjoy cooking and eating their own food. These product purchases – recipes, ingredients, equipment,evenkitchensandfoodrelated travel – they work together to offer solutions, experiences and background stories. It’s not hard to imagine our horticulture industry marketed along similar lines. The related purchases – how to garden guides, plants, tools, gardeninspiring travel – they also could work together to offer solutions, experiences and background stories.”

thesesamepeoplequietlytakeupthe toxic option. Or what about that delicious bit of research that came out recently, where diners in restaurants whowereservedbyplumpwait-staff ordered more food, than if served by a slimmer person. The theory being that they unconsciously felt less judged by the former.” So if the ornamental horticulture and gardening industry wants to find out how their consumer really thinks, Tesselaar advices to spend extra time on survey questions to make sure they are as ‘blind’ as possible. “Don’t shy away from asking the tough questions: valuable survey results should give you reason to be a little unsettled. In business it’s always better to know the truth than to create a scenario where the survey results are guaranteed to wrap you in a false rosy glow.”

Pre filled with fresh potting soil Algoflash containers avoid gardeners from getting dirty. Like it or not, but this is an example of providing consumers a solution and why not jumping on this marketing bandwagon by displaying live plants and Algoflash containers side by side at point of purchase.

A plant will sell, and the industry will be boosted if you meet consumers’ emotional need.

Consumer surveys: are we on track?

Tesselaar is very sorry to say that consumer surveys can be very misleading. “People will usually tell you what they think you want to hear. What they do in real life is often very different,” outlined Tesselaar. He added, “Someone may declare that they use environmentally friendly products over a chemical product. Then the cockroaches arrive and

The most effective marketing program is?

Tesselaar mentions the many existing marketing programmes on the international scene at present with fantastic ideas and directions. But he questions whether they manage to follow through and extend the marketing to create relevance to the consumer. “Co-ordination and cohesion is what is needed: a difficult challenge granted. But as an example: imagine the marketing leverage possible if the phenomenal success of consumer-swamped Keukenhof was to work with Royal FloraHolland as partners in an integrated marketing programme.” Jumping on existing marketing bandwagons, is it a good idea? “It’s always an idea to think before you leap. Many plant breeding companies have well-funded marketing programs so it would seem worthwhile to make the most of these. Two things to consider, some are more effective than others and your reputation should always be safeguarded.Iwouldwelcomearidein a band-wagon where the plants being promoted were few, of exceptional quality and guaranteed to perform well. Consumers swayed by this particular marketing band-wagon will become happy, returning customers. I would let any band-wagon roll past thatwasover-filledwithany-oldrelease of questionable quality. Customers buyingfromthissourcemayremember the brand for all the wrong reasons and I wouldn’t want to be tainted by the association.” ||| * Anthony Tesselaar heads an international project managementcompanydealinginplants,horticultural research & development. atesselaar@tesselaar.com

March 2016 | www.FloraCultureInternational.com

Show coverage January is a time for fresh starts, longer days and… IPM ESSEN, one of most important events on the global horticulture calendar. This year’s organisers, exhibitors and visitors were delighted by the incredible dose of positivity at what they touted as one of the best IPM shows ever.

2016 IPM ESSEN gives horticultural business a powerful push

osting the 2016 IPM ESSENopeningceremonyon Tuesday morning January 26th was German TV presenter Stefan Pinnow, who hit German screens with travel programme ‘Daheim+Unterwegs’andlife-style format ‘Wunderschön’. Pinnow asked Helmuth Prinz of the German Florist Association (FDF) about the importance of the IPM show. Prinz emphasised that FDF members come to IPM ESSEN to pick up trend information and to be inspired by the many floral design competitions. This year the competitions took place under the guidance of Marcel Schulz, named Germany’s best flower arranger of 2014/2015 who will represent his country in Genoa, Italy at the Europa Cup. This floral design competition is held every four years and is set next for April 7-9. According to Schulz, the stars of all the shows in Hall 1A are hand-tied bouquets, as with their 80 percent market share, these compositions are firm favourites among German consumers.

‘Fantastic continuity’ by Ron van der Ploeg

Invited to come onto the stage was Essen’s mayor Thomas Kufen who

www.FloraCultureInternational.com | March 2016

said he was delighted that, through the IPM ESSEN logo, his city is automatically associated with the world’s leading horticultural trade exhibitionthatwelcomesexhibitors from over 50 countries annually. “This year the event marks its 34th anniversary, and there is a fantastic continuity in all of this. Essen is a fast-growing city that needs strong trade shows such as IPM,” Kufen said. To stay competitive with market demands, Messe Essen plans to expand its convention center. The contracts between Messe Essen and contractor Bilfinger Hochbau were signed on January 13th, with construction planned to kick off on May 2, 2016. The €90 million expansion will see a complete overhaul of the convention centre’s east wing, a project that will make it the most modern and functional single level trade show venue in the world, offering more space, more comfort and plenty of natural daylight.

culture Society (RHS) Sue Biggs addressed the audience during the openingceremonywhereshegave a warmly received speech which detailed some facts and figures on the UK’s ornamental horticulture and gardening industry. Biggsemphasizedhowundervalued the horticultural industry is. “All too often, I come across people a little annoyingly patronizing our industry, how lovely it must be to walk through a flower bed on a daily basis. I guess we haven’t done too good of a job explaining how amazing a career in horticulture is,” Biggs said. After German Junior Economic Affairs minister, Dr. Robert Kloos declared the IPM show open, Ms Biggs, along with dignitaries including Zentralverband Gartenbau (ZVG) chairman Jürgen Mertz and Essen’s Mayor Mr Thomas Kufen, toured the 105,000m2 show floor where they were treated to the latest plant breeding breakthroughs.

An undervalued industry 57,200 visitors Great Britain was this year’s Partner Country for the 2016 IPM Essen show in Germany. As such, the director general of the Royal Horti

The mood at this year’s IPM was truly upbeat with 1,588 exhibitors from 49 nations presenting their new products and services. The

comprehensive range on offer included new flower and plant varieties,breakthroughtechnology, floral design shows and trends and marketingconcepts.TheInnovation Showcase which set a record with 76plantnoveltieswasrepresentative of the enormous innovative force of the sector. “IPM ESSEN has once more proven that it is indisputably the most important fair for international horticulture. The innovations are introduced here and the orders for the coming season are placed here. This year,itwasagainpossibletoraisethe number and quality of the visitors and the sales transactions. We are more than satisfied,” said Oliver P. Kuhrt, CEO of Messe Essen. This year, IPM ESSEN attracted 57,200 visitors (in 2015: 56,500). The IPM show is truly international, hosting not just exhibitors from Europe, but also from North and South America, Asia and Australia. Over 64 percent of the exhibitors and 40 percent of the visitors came fromabroad.Aroundtwelvepercent of the guests at the fair travelled from Asia – predominantly from the Middle East (in 2015: nine percent). With regard to the countries of origin of the visitors, France exhibited a seven-percent increase in comparison with the previous year (in 2015: three percent) and Switzerland a six-percent increase (three percent). For the first time, 20 nations presented themselves at IPM ESSEN with official joint booths. Guatemala gave its premiere. China, France, Great Britain, India and Taiwan enlarged their booths. Other pavilions were organised by the following countries: Belgium, Costa Rica, Denmark, the Netherlands, Israel, Italy, Portugal, Poland, Spain, Sri Lanka, South Korea, Turkey, Hungary and the USA. Furthermore, a 100-strong delegation from Turkey travelled to IPM ESSEN for the first time in order to obtain information about the newest horticultural products and to promote Expo2016 Antalya, an international horticultural exhibition devoted to nature, the environment, children and future generations (page 31). |||

The cherry on the cake ‘The cherry on the cake’. With these words announced chairman of the trade association Landesverbandes Gartenbau Rheinland Eva Kähler-Theuerkauf the winners of the IPM ESSEN’s Novelty Showcase. Entries had been coming in thick and fast with over 76 novelty plants submitted by 33 exhibitors in eight categories announced ahead of IPM’s official opening. Deservedly winning the first prize in theSpringFloweringPlantscategory was Primula praenitens ‘Thirtyone’ from licensor Cultivaris. The proud breeders are Masahiro Mii, Junji Amano and Juntaro Kato from Japan who, according to Cultivaris’ Garry Grueber,succeededincrossingsomewhat ‘obscure’ and ‘rather unknown’ Primula species. The cross between Primula filchnerae and Primula praenitens resulted in a vigourous plant for borders, patios and balconies: its seed is sterile which guarantees continuous blooming from early spring all throughout summer. In commercial production, the plant is suited for potting from January to March. This densely- branched Primula needs a little of a chill to start flowering while growing plants mostly on the drier side. At USA-based Logee’s Plants for Home & Garden, Begonia ‘Autumn Ember’ is currently backordered, which comes as no surprise as this new foliage Begonia is totally unique even if it didn’t win a prize at the IPM show. Bred by Logee’s Byron Martin and launched by Cultivaris, Begonia ‘Autumn Ember’ forms a mound of large, golden and amber orange foliage with hues of green and red depending on the season. It has leaves with a leathery texture. It is in the rhizomatous grouping which means it is one of the easiest begonias to cultivate. Garry Gruber calls this begonia one of MarthaStewart’sfavouritebegonias that made its official debut on the American market during the 2014 California Spring Trials.

>>>

March 2016 | www.FloraCultureInternational.com

Show coverage

Speaking of Begonia, Dümmen Orange introduced Begonia hybrid ‘First Kiss’ featuring deep rose, semi-double flowers that perfectly thrive in heat, sun and shade. With its upright and shippable habit it scooped the first prize in the Bedding and Balcony Plants category. With its strong branching, ‘First Kiss’ will not snap easily. Big and boldly coloured blooms rise above superbly contrasting dark green and heavily serrated foliage. This new Begonia makes for a perfect plant to add texture and color to containers, baskets and garden beds.

Vanda Jones ex R. Br Kanchana Angelite submitted by Suphachadiwong Orchids from Thailand won in the cut flowers category. Seasoned Vanda grower Steef van Adrichem from Wateringen, the Netherlands, said that this new Vanda should be given time to prove itself in the marketplace, but he already strongly believes this new lavender toned Vanda will soon seduce consumers (read: brides) around the world. “By adding our Vanda Kanchana Blue Magic in wedding arrangements you are pretty sure to create an explosion of colour, which sometimes might be too powerful for the more romantic among the brides. This new lavender Angelite comes in a much warmer and soft blue, has extremely large blooms and has a beautiful pattern and an incredibly long shelf life,” Van Adrichem said. Van Adrichem’s his company, Anco pure Vanda, and Vanda breeder Suphachadiwong closely work together and are the perfect fit: while Suphachadiwong focuses on breeding and propagating Vandas of the finest quality Anco pur Vanda tests all new varieties under Dutch greenhouse conditions, while putting a huge amount of effort in product branding and marketing on the Eureopean market.

In the Tub Plants category, D.H.M. Innovation/Lannes from France submitted Mandevilla x sanderi Diamantina ‘Orange Coral’ and walked away with the highest honour. Mandevilla breeders Lannes from France caused quite a stir by adding an apricot/orange colour to their successful Diamantina series. It is not the first time Lannes has earned the highest prize at the IPM show: in 2011, their bright yellow blossomed Mandevilla x Diamantina ‘Citrine’ came out on top in the same category.

www.FloraCultureInternational.com | March 2016

Sansevieria-hybrid ‘Sansiam Kichaka’ from Suphachadiwong Orchids from Thailand was impressive among the Foliage House Plants category. Being a member of the Sansevieria (Mother-inLaw’s tongue/snake plant) family, the plant is a striking easy-care house plant. This novelty Sansevieria is a natural beauty with stylish appearance making for an ideal houseplant brightening almost all locations in the home from both traditional to modern day living spaces. Its busy/thick look makes it stand apart from the more mainstream Sansevieria trifasciata laurenentii, Sansevieria trifasciata and Sansevieria cylindrical.

Themostattractive flowering house plant was Oerstedella centrandenia ‘Panama Orchid’ from German specialty orchid breeder Hassinger. If you’re done with the Phalaenopis, it’s worth taking a look at this novelty orchid. It has a natural look and amazes with masses of pink flowers that combine with bamboo-shaped foliage. Grower-wise, it is an interesting orchids to work with as it has a relatively short crop time of one year and thrives under somewhat cooler conditions (20°C) than Phalaenopsis. Stylish and brightly coloured POP merchandising provides instant brand recognition along with houseplant care information.

Vaccinium corymbosum ‘BrazelBerries’ from Zu JeddelohwasconvincingintheWoodyPlantscategory. Now that blueberries are trending as one of the most fashionable and best antioxidant fruits to grow, this new type of blueberry was really an attention-grabber as it can be used for home growing in patio pots. BrazelBerries are great for eating fresh and suitable for growing on the terrace or patio in pots or in tubs.

>>>

March 2016 | www.FloraCultureInternational.com

Show coverage

Hydrangea Frisbee Hot Pink

Hydrangea Caipirinha

There was an honorable mention for the Hydrangea Breeders Association for its outstanding breeding work in Hydrangeas. The association’s Hydrangea macrophylla FRISBEE ‘Hot Pink’ and Hydrangea macrophylla Caipirinha varieties received praise from the jury for featuring a truly compact and well-branched plant habit. The lacecap Hydrangea FRISBEE ‘Hot Pink’ has large individual flowers, while the blooms of the two-toned mophead Hydrangea macrophylla ‘Caipirinha’ combine green and white colours and have a stylish look. Hydrangea macrophylla FRISBEE ‘Hot Pink’ is said to be a great addition to the Teller Series of hydrangeas (originally a series featuring names of native European birds and bred by the Horticultural

Research Institute Wädenswil in Switzerland). Mid-summer will find this deciduous shrub glowing with large flat flowers composed of very wide, deep pink/red sterile florets surroundingtinyfertileflowersthat beautifully contrast with the dark green foliage. This new Hydrangea makes for a perfect plant both indoor and outdoor and offers the extra benefit of having fertile flowers that rarely shed, avoiding the somewhat messy outlook during transportation and at the point of sale. |||

Recognising and promoting excellence in horticultural technology Technological advances in ornamental horticulture are ramping up and the place you feel this first hand is Hall 3.0 of the IPM ESSEN show. Here, no fewer than 285 companies from 20 countries showcased breakthrough technologies while providing ideas for business growth. Recognising and promoting excellence in horticultural technology are the INDEGA (the associationrepresentingtheinterestsofGerman horticulture) Awards. Making his official debut at the IPM stage was the newly elected INDEGA Chairman Frank Lock who said that the awards are “a great way tomakethetechnologicalexhibitorsfeelproud of being part of such a wonderful industry”. Lock presented STEP Systems with the 2016 INDEGA IPM Award for its Combi 5000 device analysis device, which can measure soil parameters such as conductivity, salt content, pH value, temperature and moisture. |||

www.FloraCultureInternational.com | March 2016

Go outside... where the cyclamens are bright The mild weather across Europe has been bad news for snow lovers and ski enthusiasts alike but good for outdoor cyclamen. With Europe basking in record temperatures, outdoor cyclamen were allowed an extended opportunitytoshowtheyaretruly great value for money. Adding extra value to their newly launched Outsider series is Varinova from Bleiswijk, The Netherlands. Outsider is the brandname

of five mini-cyclamen (pink, deep purple, lilac, light pink eye, white) to use in outdoor positions. A distinctiveflowershapecombining botanicalCyclamenbeauty,petite flowers, silvery foliage colour and bold colours distinguish it from the competitors. Takeshi and Michio Tajima, big names in Japan’s cyclamen industry, came to see Varinova’s cyclamen offer and were visibly delighted to meet their good old

friend Bart Kuijer who started Varinova in 2000 following a management buy-out at De Ruiter Seeds. Not only were the cyclamen expert from Japan interested in Varinova Outsider series, their attention was also attractedtoPhytagoras,including three colours in one pot and the Shine colours. Shine is a luminous series of bi-colours all having the extremely wide white petal margins and white tips. |||

Giving nature a masterful hand The wonders of nature will never cease to amaze IPM ESSEN visitors, though humans often give nature a helping hand. Take Kino Farms in Zhangzhou, China, where master daffodil carver Mr Liu incises bulbs of Narcissus tazetta (chinensis) and peels away the scale according to very ancient ‘crab-claw’ techniques. He meticulously cuts one third of the bulb scale vertically until the flowering stalk appears, that is, cutting away one-quarter of the leaves, so that the flowering stalk is sticking out uncut. This carve culture causes the foliage and flower stems to deform in artful ways when they begin growing, creating fancy shapes. The 1981 Daffodil Journal of the American Daffodil Society provides some more details, explaining that, when the flowering stalks grow up straight, the master inserts his knife blade into the stalk to make a little cut. As a result,

the flowering stalks will curl up beautifully. The Chinese Sacred Lily is a niche-type product and is raised only for the Chinese New Year. They grow them in shallow containers of water with wet cotton on top of the carved bulb. Locals have imbued the Chinese Sacred Lily with a magic quality. Plants with first buds opening close to the stroke of midnight at the close of the Chinese New Year are regarded as good omens for the coming year. The

goldencolouredsingleflowered cups symbolize full financial prosperity when entire. Narcissus tazetta is amongst the tallest of the narcissi and can grow to a height of up to 80 cm, with thin, flat leaves up to 40 cm long and 15 mm wide. Umbels have as many as 8 flowers, white with a yellow corona. AIPH chairman and Secretary General, Mr Bernard Oosterom and Tim Briefcliffe were presented with carved daffodil masterworks. |||

>>>

March 2016 | www.FloraCultureInternational.com

Show coverage Jewel in the Christ Thorn Over the past thirty years, M. van Veen BV. from Aalsmeer, has evolved into a household name with the young plant industry. One of their flagship products is Euphorbia milii and their own breeding efforts saw the arrival of a number of highly successful new hybrids such as Vulcanus and Hermes. In 2012, M. van Veen BV teamed up with Danish Nordic Flower Breeding to jointly market Euphorbia milii. Both companies are convinced that their cooperation will not only create synergy, but will also lead to more in-depth knowledge of breeding and production techniques. Albert van Veen explained that all their efforts are geared toward

creating plants that are characterized by compact growth, floriferous nature, large bracts and thrips resistance.

The news of the moment is the launch of two exciting new varieties ‘Cardinal’ and ‘Canary’, respectively coming in vivid red and golden yellow colours and to be marketed under the brand name MILLIE MAXI. Insiders believe these new plants truly belong to the cream of the Euphorbia crop

as they have distinctively large bracts in arresting red and yellow. M. van Veen BV will grow the young plants with the novelty Euphorbias being available for trialing in 2016. The first finished plants – coming with persuasive point-of-purchasematerialsshould be available for order in 2017. |||

Green is Life to expand show floor, add flower and plant section Now that Poland enjoys a relatively high consumer demand, the Polish Nurserymen Association (Zwiazek Szkólkarzy Polskich, ZSzP) and the Agency for the Promotion of Greenery (Agencja Promocji Zieleni, APZ) have announced a new side-byside trade show concept. The concept will combine the highly successful show for the nursery stock industry, Green is Life and the new Flower Expo Poland show which will be jointly held at Warsaw’s EXPO XXI convention Centre from September 1-3, 2016. Speaking at a ZSzP/APZ reception at the Polish pavilion at IPM ESSEN on Tuesday, January 26th, APZ chairman Agnieszka Żukowska said that an exciting year lies ahead with plenty of challenges, emphasizing that responding to change is more important than ever in a time when new technology is around every corner. As such ZSzP’s decision to hire a new chairman from outside the industry might be a very wise one. Mr Wojciech Wróblewski brings with him a wealth of expertise in the

international IT sector, while his thumbs slowly but steadily are turning green as he took over his parents’ nursery a few years ago. Żukowska and Wróblewski said that job one for their organisation is to further improve and expand the nation’s premier horticultural trade show Green is Life, promoting innovation and the sector as a whole. The announcement of an expanding Green is Life show doesn’t come as a surprise as horticultural trade show competition in Poland is heating up with Gardenia in Poznan also seeking for a much more international business profile. To help fill the show floor, the Poles have hired Dutch Bureau Sierteelt.nl who was previously involved in the organisation of the 2015 Nordic Expo (with the 2016 edition most recently being cancelled). Teaming up with The Netherlands, touted as a major exporter of cut flowers, might be a natural decision, but the question is whether this will lead to an invasion of Dutch floral wholesalers, who, in turn, will

www.FloraCultureInternational.com | March 2016

not immediately be welcomed with open arms by Polish flower growers. The biggest challenge thus will be not to make Green is Life’s new floral section too much of a Dutch affair by also inviting local flower professionals to the party. Also of particular concern should be the aptness of the name of the event as Flower Expo conjures up images of Russia’s most importanthorticulturaltradeeven FlowersExpo that will be held only two weeks later in Moscow. Meanwhile,thischangewillcreate

a much improved experience for international breeders, growers, retailers and florists visiting the show, helping them to ‘one stop shop’ more effectively than ever before. Expected in attendance are Dutch flower and pot plant exhibitors as well as floristry supply companies. Pictured left to right are Katarzyna Łazucka-Cegłowska PNA board member, board member Adam Ważyński, ZSzP chairman Wojciech Wróblewski and board member Renata Fryszkowska-Madej. |||

AIPH International Grower of the Year Awards: place on the world stage Before an audience of international guests, Costa Farms, USA, was awarded the accolade of the International Association of Horticultural Producers (AIPH) International Grower of the Year 2016. The coveted award will further raise the company’s profile on a global scale, badging it as a leading internationally-orientated, high quality grower. Celebrating the world’s best ornamentals growers, the AIPH International Grower of the Year Awards 2016 Gala Dinner took place on January 28th during IPM ESSEN. Industry stakeholders agreed that the choice for IPM ESSEN as venue was only a natural one, moving the competition up to an new level of importance. FloraHolland managing director Lucas Vos was on hand to present Costa Farms with the coveted Gold Rose, awarding them the global status of AIPH International Grower of the Year. Costa Farms is one of North America’slargestgrowersofornamental plants, regularly bringing new products to retailers on an international scale. The company grows a wide range of plants,

including houseplants, orchids, indoorandoutdoorcactiandsucculents, tropical shrubs, annual bedding plants, and perennial bedding plants. Jose Costa gave an emotional acceptancespeechdedicatingthe honour to all 4,000 employees in the Costa Farms family along with his parents, who he said worked tirelessly to start the successful company. To improve next year’s gala, however, it be might be worth consideringaquickeragendaand reducingthedistancebetweenthe tables and stage. One of the pieces of news coming out of the Gala was that major international companies have now joined AIPH as Affiliate Members. The following businesses and organisations have

recently been welcomed as Affiliate Members: PRIVA – Global supplier of climate and irrigation managementcontroltechnology and software, Philips – Researchers and suppliers of LED lighting technology for growers, HortiAlliance - Integrated platform of suppliersofservices,capitalgoods, consumables, seeds and cuttings to growers world-wide, Doppelmayr – Manufacturer and installerofcablecarsystemsrelevant for international horticultural exhibitions, Val’hor – The umbrellaorganisationforornamental horticulture in France. These businesses join MPS Sustainable Quality and Bavaria International Exhibition OrganizingalreadyapprovedasAffiliate Members earlier in 2015. AIPH President, Bernard Oost-

erom welcomed the new Affiliate Members and commented: “I am pleased to see major internationalbusinesseslikethese joining AIPH. Together with the tradeassociationmemberswewill become an even stronger force in supportingornamentalsgrowers worldwide.” AIPH Affiliate Membership is open to businesses related to the ornamental horticulture, exhibitions and landscape industry that would like to support the work of AIPH and utilise this extensive international network. Affiliate Membership costs only €500 per year and approved members are entitled to access all AIPH membership benefits. See www.aiph.org/join-aiphformore information on the benefits of membership and how to join. |||

Heather is hot Speakingofcolourmixes,heatherbreederKurtKramerfromEdewecht, Germany brought their latest addition to the Gardengirls Sunset line, a concept including three different Calluna vulgaris colours in one pot. Giving a fine show in patio pots and containers is the Z-trio comprising ‘Zeta’ (bright yellow leafs), ‘Zalina’ (upright growth habit and dark green almost black foliage) and ‘Zelia’ (neon green leaves). Kurt Kramer is a member of Azerca, a business consortium of 80 German growers of Azalea, Calluna, Erika and Camelia. At this year’s IPM, Calluna breeders Kurt Kramer (Edewecht, Garden Girls), Gerd Canders (Straelen, Beauty Ladies), Peter de Winkel (Goch, WiBOs), Franz Boes and Günther Nehnes (Goch, Wibos), Carolin Bückers (Goch-Nierswalde, Juvelis), Christoph Kappert (Hörstel, CalluNova) and Ernst Jacke (Elsdorf, Harlekin) agreed to a joint marketing campaign that will highlight German grown Calluna as an exceptionally high quality product. |||

March 2016 | www.FloraCultureInternational.com

>>> 19

Show coverage Finding the right balance between the decomposing time and greenhouse worthy paper Launched with much fanfare at this year’s IPM ESSEN was PlantPaper, the brand name for an environmentally friendly and compostable alternative for use in the production of paper pots. FCI sat down with Sungrow’s Carsten Storgaard to get the full story. PlantPaper® is the brainchild of Merethe Ellegaard and Carsten Storgaard, who in their marketing campaign are explicitly mentioning the name of Mr Øjvind Ellegaard, Merethe’s father and inventor of the Ellepot, a propagation system that took the world by storm as it was the first paper plug that ensured for every plant its own defined space for root development into a medium that is at the same uniform density in each module. The biodegradable Ellepot paper, porous to water and oxygen, ensures that the quality of the root environment is equally high throughout the whole of the growing medium. Speaking of biodegradable, Carsten Storgaard explained that the PlantPaper is truly a ‘world sensation’ in that it is an entirely “new, 100% compostable paper which is free of fossil oils and can be melted together into a paper pot without the use of glue. “Developing roots are able to push through it very easilywithoutencounteringany kind of resistance. But PlantPaper is also strong enough to be used in today’s fully automated greenhouse environment,” Storgaard said. When asked specifically about the PlantPaper ingredients, Carsten unfortunately was unable to answer saying, “This is one of the secrets of the business.Itissomethingwehavedeveloped over the past few years

in close cooperation with research institutes. Not mentioning the paper’s exact composition is also a waytoprotectthebusinessandthe patents. If you would ask other paper plug producers in the market you most probably also will find it very difficult to get details about the paper’s characteristics.” Storgaard explained that their company, Sungrow, has spent an extremeamountofeffortandtime to develop this new product and they are very keen on protecting their investment, not denying nor admitting that PlantPaper is a PLA-based paper plug. Storgaard added, “At the moment our policy is to reveal no details aboutwhatthepapercontains.As such, a lot of our efforts are geared towardthehighestlevelofproduct certification so that we can clearly communicatetothemarketallthe benefits the paper offers.” PLA yes or no, however, can really makethedifferencefortheprofessional grower as PLA-based paper onlydecomposesatatemperature higher than 60°C, meaning that the paper needs to be treated in a composting area. A PLA-based paper plug in the garden certainly won’t disappear entirely. What does Storgaard thinks? “It is in our interest to make paper of a certain

www.FloraCultureInternational.com | March 2016

strength. One can also apply for the home compost certification, but to earn Vinçotte’s OK Biodegradable Home Compost label you must guarantee that the product will completely decay in, I believe, 12 months. In Germany or in The Netherlands you sometimeshaveasoiltemperature of -5°C in winter time, whereas the temperature in summer probably is averaging between 16° and 17°C. The problem is that if we would put the fibers together in a way that corresponds to the criteria of the Biodegradable Home Compost label, this will not work in a professional greenhouse,” Storgaard said. The real challenge lies in finding the right balance between the decomposing time and greenhouse worthy paper. Storgaard finds it difficult to tell exactly how quickly a PlantPaper pot will decay in the garden, saying, “I cannot tell you because soil temperatures, pH levels, etc. can vary a lot. But many conventional paper plugs contain fossil fuelbasedplasticssuchaspolypropylene and polyethylene. These will eventuallyturnintomicroplastics, which are to stay in the environment and this is exactly what we would like to avoid. So PlantPaper

has been certified Vinçotte OK Compost and is 100% bio-based material made of non-fossil fuelbasedfibers.Basicallywhatweare competing against are products that contain oil.” Concernsoftemperaturesensitivity of the PlantPaper plug and possible hiccups in the young plant production process, are unfounded,reassuredStorgaard.The plugperformsasgoodinMediterranean heat as in Scandinavian cold. “We tested the paper at nurseriesaroundtheworldbutwe haven’tfacedanyoftheissuesyou mentioned,” he said. “Basically what we are doing it to avoid putting oil in the ground. PlantPaper is 100% free of fossil fuel-based plasticandwedon’taddanypesticides to the paper. In that way, we differentiateourselveswithpaper plugs which you can find on the market these days.” The worldwide offering of paper plugs includes PLA-based paper pots, which were launched 16 years ago and presented as being 100% biodegradable. How new is PlantPaper exactly? “What I can tell you is that we have earned patents in 40 plus countries around the world. I don’t think we would have been able to obtain the patent if the product was not really something new,” Storgaard said. PlantPaper has been certified DIN and Vinçotte Ok Biobased/ OK Compost. Sungrow has entered into partnership with Modiform, who have developed a series of specialized trays for the next generation paper pots. The trays are produced in the sizes requested. Both paper and trays, which can be used in the existing machines for producing paper pots, were presented at the Modiform stand at IPM ESSEN. The paper and the trays can be purchased together or individually at competitive prices at either Sungrow or Modiform. Sungrow is also launching an online service at www.plantpaper.com |||

FloraCulture The business magazine for worldwide floriculture

W W W. F LO R AC U LT U R E I N T E R N AT I O N A L .CO M

DUTCH LILY DAYS

Delivering excellence in lilies

THE BIG BUSINESS OF BULBS

Sampling sentiments in the Dutch bulb sector

Flower power at Keukenhof World renowned spring display runs from 24 March until 16 May

March 2016 | www.FloraCultureInternational.com

With surprising interiors, a varied calendar and the use of the customers’ constructive criticism of the plants and flowers, the flower shows at Keukenhof provide a wonderful platform for the promotion of products again this year. In the three pavilions, flower and plant growers and cultivators present their products to thousands of customers from around the world, their colleagues and the press. New in 2016 is a second cut tulip show in the last week of April.

2016

Keukenhof

Keukenhofpushesoutflowers and plants to the worldwide audience they deserve

eukenhof opens its gates to the public on March 24, and until May 16, offers flower growersaneightweeklonginternational podium for their products. With the weekly changing flower and plant shows in the Willem-Alexander Pavilion and in the Oranje NassauPavilionandthepermanent presentationintheBeatrixPavilion, Keukenhof offers a very varied exhibition calendar. The three flower pavilions are conveniently spread throughout the spring garden, ensuring the attention of the national and international public. These flower displays are true consumer shows. Stimulated and inspired by Keukenhof, visitors can further embellish their houses, balconies andgardenswithflowers,bulbsand plants.Therefore,Keukenhofagain offers the successful flower arranging demonstrations.

Iconic tulips

The tulip is the world renowned icon of the Netherlands. With millions of tulips in thousands of varieties, Keukenhof is second to none. The Willem-Alexander Pavilion is full of flowering tulips and the opening show in the Oranje Nassau Pavilion is the tulip show! New in 2016 is the second cut tulip show in the Willem-Alexander Pavilion, during the last week of April. Additional information on the tulip can be found in the Juliana Pavilion and in the Historical Garden. In

this way the journey of the tulip, before arriving in the Netherlands, is highlighted, the visitor is presented with the story of the tulip mania and the myth of the black tulip, and the contemporary tulip cultivation is central to one of the exhibitions. Traditional and modern symbols receive equal attention. Keukenhof puts even more emphasis on the home market, families and youth in 2016.

Product judging

Inspections of specific crop groups by specialised members of a jury who judge the flowers and plants will be continued as in previous years. Peer groups attach great importancetotheindependentinspectionoftheirproductsbycolleagues. This provides a stimulus for quality andwinnerscanusethistopromote and present themselves. Coupled

to the peer inspections are prize awardsforthedifferentcropgroups, as well as professional meetings. In this way, Keukenhof provides a platform for the exchange of information and business networking. The formula used by Keukenhof to promote plants and flowers has been strengthened during the last few years by employing a unique method for product assessment by the consumers. In recent years, participants have reacted very enthusiastically to this assessment concept. In every flower show, the visitorschoosetheirfavouriteflower and plant using a touchscreen: an interactive way that the visitor can see the products in a different manner. The most beautiful flowers and plants chosen by the international public are revealed on the final day of the exhibition for each product type. |||

Flower shows at Keukenhof Tulip show 24 March – 29 March

Orchid show 24 March – 16 May

Amaryllis show 24 March – 16 May

Freesia show 31 March – 5 April

Hyacinth show 24 March – 5 April

Anthurium show 24 March – 16 May

Bulb-in-Pot show 24 March – 16 May

Gerbera show 7 April – 12 April

Flowering shrub show 24 March – 28 April

Pot plant show 24 March – 16 May

Lily show 24 March – 16 May

Rose show 14 April – 19 April

Daffodils and special bulbous plants 21 April – 25 April

Perennial plant show 29 April – 16 May

Tulip show 25 April – 1 May

Chrysanthemum and Calla show 5 May – 10 May

Alstroemeria how 27 April - 3 May

Lily show 5 May – 16 May

Carnation and summer flower show 12 May – 16 May

March 2016 | www.FloraCultureInternational.com

The preparations for the Dutch Lily Days are well underway. The event, which runs June 7 - 10 at 14 lily companies across the northwest of Holland, will bring together a crosssection of the Dutch lily industry and institutional stakeholders. Bringing a rainbow of colours and a plethora of shapes and sizes are tried and tested lily varieties along with many novelty flowers.

2016

Keukenhof

Dutch Lily Days is putting lilies in the spotlight N ow in its sixth year, the Dutch Lily Days will showcasethebestofDutch lily breeders, bulb suppliers and growersandofferstheopportunity to discover the lilies customers will love. Just like in 2015 the dates of the Dutch Lily Days were chosen to coincide more or less with the Flower Trials. The latter are held a week later, so foreign visitors can easily combine a visit to both events.

Media coverage

One evident outcome of this annual lily week is increased media coverage around the world, as confirmed by Derek Stol, chairman of the Dutch Lily Days, after the first 5 editions. “You cannot prove that the growth in acreage under cultivation is a direct result of the lily event. But lilies have really become the centre of everyone’s attention.Weseemuchmorebeing written about lilies in the specialist media. The Dutch Lily Days have

becomeabenchmarkforthesector. The attention being paid to their cultivation is certainly attracting the interest of growers worldwide.”

Going global

The number of visitors continues to rise each year. This year, too, the organisersexpectafurtherincrease. It is striking that lily cultivation is becoming more global. Alongside the familiar countries of production, other ones like Vietnam and Thailand are now upcoming markets for lily cultivation. Growers in the Netherlands had a difficult season in 2015, due to the capricious weather conditions in the spring. This year's novelties will be primarily the double Orientals, a segment that is showing strong growth. The shift in dates allows the assortment of double Orientals to be displayed in optimal condition.

intervals with the latest details. Interestedpartiescanregisteronthe website for this free service. The participants in the 6th Dutch Lily Days are Van den Bos Flower¬bulbs, De Jong Lelies, Bot Flowerbulbs, Lily Company, Mak Breeding, Marklily, Onings HollandFlowerbulbs,C.Steenvoorden, G.A. Verdegaal, Gebr. Vletter & Den Haan, VWS Flowerbulbs, World Breeding, Zabo Plant and Royal Van Zanten. ||| For more information, please visit www.dutchlilydays.com

Digital messaging

Given the international interest in the event, the organisation is focusing more on digital messaging. In advance of the Dutch Lily Days, newsletters appear at regular

March 2016 | www.FloraCultureInternational.com

Keukenhof and its surrounding flower bulb fields are easily among the world’s much photographed places. But the idyllic land of windmills and tulips, the explosion of colours and scent all around, is only one part of the story. Behind the romantic dream world is a lot of hard work and a reality ruled by economies of scale and an almighty retail power forcing bulb farmers to produce at the lowest possible cost. FCI sat down with Arie Dwarswaard, editor of the KAVB/ CNB magazine BloembollenVisie to sample sentiments in the Dutch bulb sector.

by Ron van der Ploeg

Thebigbusinessofbulbs

ne of the continuing themes of Dutch bulb farming in the 21th century is a decline in the number of farms coupled with an increase in the farm size and specialization. The past 16 years have confirmed and underlined these trends. The total area of flower bulbs in the Netherlands is in the region of 23,500ha. As the number of bulb farms have decreased, the size of those remaining has increased between 2000 and 2014. The number of Dutch bulb farms dropped by almost half, from 2,700 farms to 1,500 (in the 1960s there were around 13,000 bulb farmers) while the average size of bulb farms went from around 8ha in 2000 to almost 15ha in 2014. Citing the main causes of business consolidation BloembollenVisie editorArieDwarswaardmentioned the growing demand for bigger quantities of flower bulbs to use for flower forcing. “Another reason is that the price retailers want to pay for these bulb flowers. This is not a very high price, so growers need to produceforalowerprice.Therefore mechanization and consolidation are necessary.”

Business consolidation

Arie Dwarswaard, editor of BloemenbollenVisie.

In other sub sectors of horticulture ageing owners and no successors is a problem. How urgent is the problem in the Dutch bulb sector? “The situation is fairly similar to that in other agricultural sectors,” said Arie. He continued, “There are always owners with successors and without successors. There are still enough young people willing to work in de flower bulb industry.” Business consolidation usually comes together with inflated farmland prices and Arie agrees that young and beginning farmers are put at a disadvantage when trying to afford land and are challenged by high start-up costs. “The price of farmland for the flower bulb industry has been much higher than for cattle breeding or arable farming for decades. So it’s correct

www.FloraCultureInternational.com | March 2016

Flower bulb fields.

that starting a company involves high costs of land. This can also be a major problem when the farmer passes the company down to the next generation. But there are financial possibilities to deal with this problem.” It is a fact that Holland’s worldfamous bulb industry has seen huge consolidation in the recent past where some of the traditional companies have either merged, purchased their neighbour’s land or ceased their operations altogether.Bigbusinessestypicallyseek continuously increasing profits, production must be maximised. When asked about the impact economies of scale have on the quality of bulb crops, Arie warned against too quick conclusions, clearly distinguishing bulb export and bulb farming companies. Explaining the complex system of interrelated activities involving breeders, bulb farmers, flower growers and exporters Arie said, “Companiesareincreasinglyaware of the importance of adding value in the supply chain. Flower forcers team up with bulb farmers to get collect more customer insight. Bulb exporters too are constantly in search for more cooperation, sometimes they participate in a breeding programme to obtain

exclusiverightsto sellanew variety. The breeder in turn receives valuablefeedbackfromcustomersinthe international marketplace.”

Tulipa domina

The Dutch spring flowering bulb industry is dominated by the tulip. 2014/2015 statistics provided by the Dutch flower bulb inspection service BKD reveal that there are 10684 ha of tulip bulbs grown in the Netherlands, while 1464ha and 1306ha are in use for Narcissus and Hyacinthus respectively. The quick expanse of tulip fields goes hand in hand with growing popularity of tulips as fresh cut flowers. “There’s a craze for tulips in many parts of the world. The demand for cut tulips increases every year by 5 to 10 percent. Last year, the Dutch tulipforcersproducedover2billion stems,” explained Arie. This year sees an 800ha increase of tulip bulb production. “Market experts are not getting nervous so easily. The production increase will not cause big problems,” ensured Arie. Askedabouttheimpactdiscounters have on the Dutch tulip industry Arie said, “Worldwide one can see a growing presence of the retail industry. Not only in Holland but also in other countries. Today, the

2016

Keukenhof

There’s a craze for tulips in many parts of the world.

bulk of cut tulips is bought by retailersandtheyhighlyinfluencethe price setting. The retail is dictating prices in every market, including the tulip industry.”

Bulb production

In terms of production, Arie emphasisedthattheoverallpicture is much bigger than the one taken by tourists in Keukenhof’s back garden, the famous bulb area Duin- en Bollenstreek which only accounts for 8% of total bulb production. The nation’s coastal areas, the northern part of Noord-Holland is now the largest production area hosting around 4,000ha with bulbs. Also the provinceofFlevolandhasasizeable (3,000ha) bulb production. WestFriesland is playing a key role when it comes to the bulb production for flower forcing. Lily bulb growersarepredominantlylocated in the provinces of Friesland, Drenthe, Limburg (orientals) and the Noordoostpolders (LA’s and

Asiatics). The land used for lily bulb production is now 5000ha. which is equal to 20% of the total bulbproductionarea.Arieforesees blooming lily times ahead. “The lily market is a growing market. Contrary to the tulip, the lily is available all year round. Lily bulbs are grown in the northern and southern hemispheres. And emerging lily markets are China and South Korea.” Bulb crops (specifically Hyacinths and tulips) are demanding crops and are rotated with other bulb crops, vegetables and pasture. Hyacinths can only be grown on the sandy, top quality soils, which can be found in the western part of the country. In the Duin- and Bollenstreek, one of the world’s most visited tourist attractions,there’saconstantneed for fresh soils while over the past twodecadesthepressurefromreal estate developers and government has been tremendous. 1996 marked a special year for this area

as it saw the signing of the so called Pact of Teylingen, protecting the area againstdevouringrealestatedevelopers. What this initiative really made special is its regional approach. It is not the bulb industry taking it over but it’s a collaboration of all different economic sectors in the region. Thepressurefromecologicalorganisations, lobbyists and pressure groups has been equally huge. Looking back over the past 20 years does Arie thinks the sustainable/ecological debate in

>>>

March 2016 | www.FloraCultureInternational.com

the flower bulb industry as a whole hasbeenahealthyandwell-funded one? “Since the beginning of the 1990sbulbgrowersunderstandvery well that sustainable production is necessary. Since then they worked on new ways of producing flower bulbs.Theyinvestedinbetterspraying techniques and focused on reducingenergyuse.Thegovernment made plans like the Meerjarenplan Gewasbescherming(multi-yearcrop protection programme) with a specific task force for the bulb industry. The sector realized a 90% drop in the use of chemical pesticides. Hugeamountsofmoneyhavebeen invested in finding solutions for sustainablebulbfarming,withclear results. And don’t forget that the grower and his family are also part of the society.”

A truly international business

The Dutch flower bulb trade is truly international with approximately 60% of flower bulbs exported to EU countries and 40% sold to non-EU countries.Whencomparedtoother agricultural products, the share of flower bulbs sold to non-EU countries is relatively large. The Netherlands produces around 60% of the world’s supply of flower bulbs,anditstradingcompaniesaccount for 85% of the international trade in these products. “Dutch

Hyacinths can only be grown on the sandy, top quality soils, which can be found in the western part of the country.

bulb traders pride themselves of having a long tradition of sourcing bulbs from all corners of the world for resale. As such, daffodils bulbs are sourced from Israel and the UK, Hippeastrum is grown in Brazil, Ranunculus in Israel and France. Cateringfortheyearrounddemand for fresh and premium quality are the lily bulbs grown in Chile. Also tulip bulbs are grown in the Southern Hemisphere. These bulbs are used in autumn for flower forcing,” outlined Arie. In 2014, approximately one fifth of the total export value in flower bulbs (€600 million) was exported to Holland’s neighbours, Germany. Exports to Germany had a value of €232 million, showing 6% growth. There are plenty of export destinations for Dutch flower

2016

Keukenhof bulbs. This spread means that the sector has a good mechanism for weathering possible incidents in a number of markets. The share of distant markets such as the United States, which is the second most important export destination for flower bulbs, is remarkable. The flower bulb market in China is also a significant purchaser, with 5% of the total share. The most significant growthbetween2013and2014was achieved in exports to the United States,wheretheexportvaluegrew by €30 million, a 40% increase. Exports to Poland and Sweden also grew sharply. Taiwan and Thailand stood out among import countries. Weather conditions have a major impact on production results and thus on the number of bulbs that annually appear on the market. Rough estimates show that around 8.5 billion flower bulbs are produced every year in the Netherlands. The bulbs produced in greatest quantities are tulips, lilies, hyacinths, daffodils, gladioli, dahlias and crocuses. Final question to Arie. What will define the Dutch bulb industry’ future? “A further growth of the average acreage, less companies, more mechanization and robotizing, the use of computer data for the growth and with a keen eye for environmentally friendly production.” |||

Alstroemeria at Keukenhof 2016 Keukenhof first opened its gates to the public in 1949. Well over sixty years ago, the idea that Alstroemeria would become an important focus of attention for its visitors would have seemed absurd. The flower alwayshadits admirers, but it was then known in Dutch horticulture as a herbaceous perennial, grown for its flowers in summer in gardens and on a very smallscaleunderglassforseasonal cut flowers. The pioneering work of Dutch breeders,especiallyfromthe1960’s onwards,changedthatcompletely. HilverdaKooij, Könst and Royal Van Zanten, the three names that

have become the biggest in the world of Alstroemeria breeding, will together present this year’s Alstroemeria Show at Keukenhof, between 27th April and 3rd May. In this they will be joined by most of the Dutch producers of the crop. At Keukenhof, there will not only be vases of cut flower stems. The show will also feature dwarf Alstroemeria intended primarily for patio containers.

The show at Keukenhof will feature many of these varieties as well as cut flowers. Breeders and growers are looking forward to meet- and- greet sessions with

buyers from Royal FloraHolland and elsewhere. The show will run from 27th April to 3rd May, so including one of the weekends with the biggest visitor footfall. |||

March 2016 | www.FloraCultureInternational.com

Turkey Wondering where to go on holiday this year? Well, if you’re an industry professional or garden and theme park lover, the Turks will host a ‘not to be missed’ event that is expected to attract 8 million visitors from around the globe. FloraCulture International had the honour to sit down with General Secretary Mr Kazim Aydin to preview Expo2016 Antalya, a floral extravaganza that will run from April 23 to October 30, 2016.

Antalya gearing up for floral extravaganza E

xpo2016 Antalya is an international horticultural exhibition devoted to nature, the environment, children and future generations. It’s an event that revolves around the theme of ‘children’, reinforced by cultural, historical and artistic activities. The six-month event will make a great day out, featuringstunningfloraldisplays, beautiful plants, international gardens,expertgardeningadvice, high tech installations and plenty outdoor activities for children, all spread over some 100 ha.

From derelict industrial area to green oasis

by Ron van der Ploeg

Until three years ago much of the Expo park was a derelict industrial area, once home to an old cotton research institute. But Mr Kazim Aydin ensures us that one can hardly recognise the site todaywherepreparationsarewell underway and the layout is taking its final shape. The Master Plan of chiefdesignerlandscapearchitect, Ms Carmen Bueno from Spain, haslaidthegroundworkforoneof Turkey’s most important and excitinggreenmetamorphosesthat will pleasantly surprise its visitors again and again. Up to 80% of the construction and planting processeshavebeenaccomplished and all the works should be finalised by the end of March 2016. The first step involved major ground works, including the constructionofembankmentsadjacent to two nearby watercourses for flood prevention. An interesting challengetoowastheconstruction of the Expo Lake whose shores are shaped like the Gulf of Antalya. Here the Peony-shaped viewing terrace is one of the attention grabbers. To highlight the peony as the Expo’s single flower was literally a natural choice. Home to

Children’s Island.

around 500 endemic plants, Antalya will have the chance to showcase its endemic treasure trove to the world through this expo. Speaking about botanical richness, the Turks have the privilege to live in a country that is home to a great diversity of plants. Turkey has 11,466 species of plants including approximately 3,650 endemic plant species occurring throughout much of the state, with some being specific to a region's unique soils, climate or rainfall levels. To advance knowledge and awareness of the value of Turkey’s native plants, photographer, professional tour guide and plant expert, Leman Yasemin Konuralp was commissioned to prepare the first ever comprehensive overview of Turkish wildflowers. Her book entitled ‘Wildflowers of TurkeyBulbous Plants’ provides a wealth of information on hundreds of Turkey’snativebulbousplants,their properties and their habitat and is illustrated with 900 colourful photographs.

International gardens

Occupying pride of place will be the international gardens. They willfeatureexcitinggardendesigns from around the world; the 40ha willbeallocatedtotheparticipating countries, which come from as far afield as Japan, China and the Netherlands. Kazim Aydin said participating numbers were running "ahead of expectations".“Manycountrieshave booked their space. The 10th G20 summit was held in Antalya from November 15-16, 2015 and further boosted international presence. All in all, we expect to welcome over 100 countries plus 30 international horticultural organisations.”

Flowers and Children theme

The Expo’s General Secretary explained that the Master Plan is based on the ‘Flowers and Children’ theme with ‘Children Island’ offering a mix of plays, shows and festivals under its dome-shaped canopy. >>>

March 2016 | www.FloraCultureInternational.com

Turkey

EXPO Tower.

“Since 1927, 23 April has become Children's Day (In Turkish: Ulusal Egemenlik ve Çocuk Bayramı, literally ‘The Holiday of National Sovereignty and Children’), an official holiday dedicated to the children of Turkey and the world that coincides with the opening of the Expo. Children are the future andflowersmeanhappinessandwe would like to transmit this message to our future generations”, said Kazim Aydin. In fact, the Expo is a place with plenty to do for the little ones. The ‘Technology World for Children area’ makes sure that the child’s experiences with technology are educational and fun, while on Children Island, children can enjoy a wide range of interactive learning activities, all geared towards the importance of nature preservation and sustainable development. The ‘From Desert to Pole Experience’ offerschildrenaclimate-adventure for a lifetime.

Strong support

The Expo is an initiative of the international association of horticultural producers, AIPH, the growers’ association Süsbir and the Antalya Exporters Union, the Ornamental Plants and Products Exporters Union and the Central Anatolian Exporter’s Union (OAIB), which are organising the event with the Antalya community. “Not only are we working with a team of dedicated people with a wealth of experience in the horticultural industry, but we can also rely on an extensive network of industryprofessionals,whileenjoying

www.FloraCultureInternational.com | March 2016

Agriculture and Biodiversity Museum.

EXPO 20116 Site Area

strongsupportfromgovernmental and public institutions,” said Kazim Aydin. The Expo 2016 Antalya will be held under the auspices of the Bureau International des Expositions (BIE), the Intergovernmental Organisation in charge of overseeing and regulating all international exhibitions that last more than three weeks and are of non-commercial nature. BIE’s involvement is important as it guarantees the quality and thesuccessofworldexpos,protects the rights of their organisers and participantsandpreservestheircore values of Education, Innovation and Cooperation. Turkey is a very active participant of Expos with pavilions in almost every Fair since 1867. To further strengthen its involvement in the Expo organisation and be able to host future events,Turkeybecameamemberof the BIE in 2004. Since then, it has been selected to host its inaugural BIE Expo: the horticultural Expo Antalya 2016.

Sustainability

Kazim Aydin announced that sustainability is at the heart of the Expo with much effort being put into minimising the impact on people and the planet. Renewable energy resources will be utilised within the site. Power generation and water to supply the Expo Lake will be provided by watermills. The Expo’s infrastructure, parks and gardenswillberecycledforalternative use once it is over. “The show will offer many different gardens and cultural marks of participating countries to wander around and plenty of recreational areas and places to relax. Once the Expo has closed its doors, it will become a permanent park as a gift to the over 800,000 inhabitants of Antalya. Other legacies that will be left after theeventincludeamuseumofagriculture and a congress centre.”

Foreign visitors

In 2016, an expected 8 million visitors from across the globe, at

Certifiable in California by John Ingwersen

least one third of whom will be from abroad, will be inhaling Antalya’s floral extravaganza. The Expo finds itself in a luxurious positionamidtheburgeoninginternational tourist market as Turkey definitely makes the top of the list when it comestopopularitywithinternational travellers. According to Kazim Aydin, foreignersmade37.8millionovernight trips (Source: World Tourism Organisation UNWTO) to his country in 2013 of which 12 million are expected to have stayed in the Antalya region by the end of 2016.

Not a place for wallflowers

In our fast paced world with overly busy and fragmented lives, modern event organisers face the problem of the high expectations of an easily bored, impatient audience. But Kazim Aydin reassured future visitors that the Expo will not only be about flowers, trees,bulbs,plantsandgardendesigns. And it will certainly not be a place for wallflowers. “Single landmarks will include a Expo Sky Tower and the Expo Hill, which will offer visitors a spectacularnever-seen-beforeviewon the entire 100ha Expo site, Antalya and its surroundings. The amphitheatre has a capacity of over a thousand spectatorsandwillhostshows,concerts and events. With over 20,000 events planned, the Expo will not only be a sort of flower Olympics but also a cultural Olympiad.” ||| Expo2016 Antalya runs from April 23 to October 30,2016, just outside the city of Antalya, Open daily from 10am-02am!! For more details visit www.expo2016antalya.org.tr/en

About the weather and the lack of inventory Weather update…I don’t think I’ve said much about the drought thing recently, not that it’s not on my mind (I check the forecasts for the west coast almost every day), but because I’m actively attempting not to sound like a broken record on these pages. However, given that we’re a little over halfway through our ‘rainy’ season I figured it was time for a status check. El Niño??? What El Niño? For Southern California the much-touted El Niño has largely been a bust. San Diego is still well below normal in terms of seasonal rainfall, and in fact, aside from one significant storm in January it’s been stone dry locally. On the other hand, January was extremely wet up north, which is where it really counts (that’s where the reservoirs are). Then came a dry February, or nearly so. The bottom line appears to be that if we have a normal March the drought, while not completely over, will at least be moderated. And if a dry March? The drought marches on… Either way, my concerns about the long term pattern remain firmly in place. I think it’s pretty obvious that dry (or at the least ‘drier’) is the new normal, and all the related adjustments will need to continue. Given all that, it’s shocking and actually kind of funny that my county, San Diego, finds itself in a position of having too much water. While farmers in the rest of the state are drying up, San Diego is awash in water, so much so that our local Farm Bureau actually requested that cutbacks on county growers be lifted. How the heck did this happen? There are a few reasons, first of which is an agreement made years ago to transfer water rights from a neighboring county (Imperial) to San Diego. Then there’s conservation; most water districts are seeing sustained 25%+ reductions in water use. Finally, the long-awaited desalination plant has finally come on line, adding 10% to our local water supply. Added in with the savings, it’s gotten to the point where the county is running out of storage capacity for the extra water. Crazy huh? Worst drought in 100 years, it never rains, and San Diego is up to its eyeballs in water, sort of. That’s the weather report for now. On to other news…With all due respect to the slowdown in the global economy, the biggest challenge growers in California are facing is a lack of inventory. While the problem has been there for a couple years now, all the cutbacks during the recession are now coming home to roost, especially for the longer term crops. Demand is still robust, but the supply side is struggling to keep up. It’s not even March and most of the growers I know are already running short of multiple product lines. Exacerbating this is the fact that it’s getting increasingly difficult to find smaller material for shifting /restocking. While this is having an upward lift on pricing (amen to that), it’s also troubling, and for my own part I expect a decline in sales this year, solely due to inventory shortfalls. My only editorial comment on this issue is that for some perverse reason it’s much more painful to turn down an order than not to get one in the first place. That’s the wrap for now…Oh, and if anyone sees an El Niño can you direct it to California??? Thanks!

Mr Kazim Aydin, General Secretary Expo2016 Antalya.

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

March 2016 | www.FloraCultureInternational.com

Crop protection If your advisor is telling you "Don’t' do IPM unless your customers are demanding it"…… it may be time to change your advisor!

Put the ‘M’ back in IPM...and get the most out of your crop A

lthough biological control agents are delivered to your farm in a bottle - Integrated Pest Management (IPM) does not come out of a bottle. The most important component of an IPM programme is the ‘M’ in IPM. It’s the ‘Manager” and the managementoftheprogrammethatmakes it work. Mmmm?

Keeping the customer happy

by Louise Labuschagne

Kakasaheb Jagtap is general manager of Bigot Flowers Kenya Ltd, where he manages 53 hectares of roses for the French parent company SAS Bigot Fleurs, based in Allonnes (Sarthe), France. Whilst Bigot Flowers has been diligently complying with the mountainous audits required from top end companies, they have discovered a new truth about how to make rose growing more profitable. Already a Fairtrade compliant farm, Bigot took up the challenges posed three years ago by the Swiss COOP and German Rewe supermarket chains – to reduce chemical pesticide inputs. Bending over backwards for customers is part of the game we all play. But sometimesthesecontortionscanreveala new view of things! The customer required only one hectare of the bio-intensive crop in a 3-year trial supported by Bigot’s bio-control supplier, Real IPM Kenya Ltd.Jagtapandhisteamwereobliged as part of this supermarket circus act – to record the costs, yields and benefitsofimplementingafull-blown IPM programme. They followed the adviceoftheirtechnicaladvisorsand implemented a bio-intensive IPM programme.Theydiligentlyrecorded theinputcostsandtheresultingyield and quality. And to their surprise,

www.FloraCultureInternational.com | March 2016

the figures revealed, that reducing chemicalpesticidesactuallyreduced the cost of the crop protection programme,andincreasedyieldand quality too. Unexpected benefits. And the customer was also happy, because he was right.

Patience and persistence

It was a long journey that required persistence and patience. The customerimposedthepersistenceand even the costs were under-written bythecustomertoreducethelikelihood of a U turn. But the patience was provided by the manager because of the trust he placed in his advisor, and his willingness to learn moreabouthowbiologicalcontrols work and how they should be appliedtoeffectivelyinterferewiththe life cycles of pests and diseases. As Jagtap explains, it takes 4- 6 months of persistence before you begin to realize the full benefits on insectpestcontrolfromabio-intensive IPM programme. Prophylactic programmes seem expensive at first but it is an investment in the

future health and productivity of the plants.

Important savings

Bigot Flowers apply Real Trichoderma to the soil once per week and will spray it in the canopy everyweekforleafdiseases.Disease spores are in the crop every week – so the antagonistic biological controlsalsohavetobe‘there’every week. It’s simple. Bigot Flowers uses the SCARAB programme across the whole farm to keep tabs on pests and disease outbreaks. This is a GPS system that produces rapidly updated contour maps of problems in every greenhouse. “We have very little downy mildew anymore except for a few easy-to-treat spots, which he will clean up with knapsack sprays of a suitable fungicide,” he reflects - “When I hear my neighbours complainingaboutdownymildew, I remember how bad it can be!” He added, “The quality of my foliage is great and my bud size is larger, stems are longer. I put this down to the improved leaf quality.”

of crown gall? More well-meant advice, but the advisors failed to appreciatetheroleoforganicmatter andarealbio-intensiveprogramme every week. This change happened gradually and followed real investments in biology rather than technology. When a good manager decides to get on with it – that’s when IPM starts to work. IPM is not in a bottle. Bigot is now rolling out the Real IPM Holistic Programme on the entire Kenyan farm with the support of their Real IPM consultant, Peter Muriungi. No looking back. And he is not on his own. There are many leading Kenyan growers on the same road. The Black Tulips Flowers Group has been advised by an independent consultant, Avinash Mokate for more than 5 years.

Nowadayshecanseethebenefitsof his change in direction. The roots are more active, there are more white roots and they grow down deeper. This has allowed Jagtap to only apply irrigation twice per week, rather than every day. It has saved 20% of his irrigation volumes and costs.

Soil or hydroponics?

Hydroponicsisanexpensiveinvestment, earning input suppliers an extra $4/meter square to set up. Bigot Flowers is growing 90% of their crop in the soil and Jagtap is adamant that he will continue to grow his crops in the soil because they are healthier in the soil. That is another interesting turnaround as leading input suppliers in Kenyahavedescribedhydroponics as ‘saving the industry’ because it allows ‘better control’ of water and fertiliser. Well meant, expensive, advice, but seems not entirely true in these circumstances. Jagtap applies 420 cubic meters of manure to hissoilsperhectare,everyfewyears andmulchesthecropwithchopped packhousewasteonaregularbasis. This allows the biological control agents, which he applies every week to the soil, to have additional organic matter to feed on. Bigot Flowers are using less inorganic fertiliserbecauseoftheapplications of organic matter and vermi-liquid

fertlliser, which he also makes on the farm. Jagtap estimates his costs have gone down from $900 to $700 per hectare per month. These savings, coupled with increased yield and quality make IPM more than just ‘affordable’ – it’s essential.

No looking back

Levels of crown gall are insignificant – in spite of applying packhouse waste to the crops – because he has a rich soil full of organic matter and an intensive Trichoderma programme. How many growers throw away their packhousewastebecausetheyareafraid

Kakasaheb Jagtap, general manager of Bigot Flowers (Kenya) Ltd.

Black Tulips

The Black Tulips Flowers Group has been advised by an independent consultant, Avinash Mokate for more than 5 years. Avinash is in close communication with Sam Ngugi, Technical manager of Real IPM Kenya, who manages a team of 8, BASIS-qualified field advisors who support decision making of flower growers in Kenya. It is a well-qualified team that reinforces good decision-making by sharing experiences and practices. Farm managers gradually build up their own expertise with the support of these advisors – if they are given the budget and freedom to operate and implement bio-intensive programmes. Black Tulips are the largest independent floral company in the Middle East, supplying cut flowers, foliage and plants. The Kenyan rose farms now total about 100 hectares and are headed up by managing director Mohan Choudhery who has over 15 year experience in rose production on the Equator. Black Tulips also use the SCARAB system to evaluate their crop protection programmes. The advisor and the MD can ‘see’ what is happening in a crop – even if they are on the other side of the world.

Buy-in from the top down

It is not often that the MD of a rose farm joins in a technical IPM workshop, but that’s what Mohan

>>>

March 2016 | www.FloraCultureInternational.com

Continued from page 35

didrecently,alongsidehisproductionteam. Avinash Mokate realised that without the full backing of the MD – it would be more difficult for IPM to progress at the speed it deserved. He invited the MD to join in the IPM workshop to better understand the IPM crop protection programme and application strategies. Financial budgets and company strategies are the domainofthemanagingdirectorsof this world – not much is really delegated. So IPM is more complicated than just ‘something in a bottle’. It’s the way a company is directed and the way advisors influence the direction of the company. Production manager at their Black Petals farm in Limuru, Nirzar Jundre, has been at the front end with the IPM programme development for Black Tulip Group. He has recorded the same benefits as Bigot Flowers – better quality and yield, less pests and diseases. The effects must be ‘real’ because the MD is also extolling the cost benefits of the bio-intensive programme. Black Tulips havetheambitiontogroworganicrosesone day. Perhaps they have the right advisor to help them with this transition.

Get ready

There are so many successful IPM farms now in Kenya and significant progress in thereductionofpesticideresidues-thatlow pesticide residues could quickly become a minimum requirement in any high quality market in the future. It takes time to build up this management expertise - don't leave it too late to develop these skills. All of the skills needed to implement successful IPM programmes are simple Good Agricultural Practice skills attentiontodetail,intelligentdecision-making and good observational ability. Good flowers need good managers and advisors. IPM is easy if you get good advice and you have a capable management team. For the farm to have a good IPM programme, the team involved needs to have a better understanding of the life cycles of the pests and diseases and be competent enough to anticipateproblems,deviseandimplement a preventative programme and apply crop protectionagents(chemicalandbiological) correctly to optimize control. Putting on a lot of chemicals will not solve crop protection problems - global issues of resistanceandunwantedresideswillprevent this being either a medium or long-term solution. What does your advisor say about this? Put the ‘M’ back in IPM…and get the most out of your crop. |||

Miami

by William Armellini

Low tech computer repair Like almost everyone we have several computers in our home. In my case one for the wife, one for business and one old spare. It seems that all three decided they were tired and did not want to work properly any longer. Now I am not a computer technician, but I am handy and not afraid so I wondered what was going on with all three. The two older ones kept shutting off for no apparent reason, and the fans in my newer and more expensive work computer were working overtime and never shutting off. I suspected they were all struggling to get proper power, so what to do? I was about to begin shopping for new ones since these are between 5-10 years old and obviously there has been a lot of improved technology and hardware introduced over that amount of time. The older two are running Windows XP and mine Window 7 so now that Windows 10 is out upgrading seemed the logical thing to do. But wait, these machines capabilities are fine for surfing the web and doing basic computer work so there must be a better solutions than spending a ton of cash on new machines. Ok here was my solution: I disconnected all of the many wires and took the oldest machine into my workshop where I opened it up.(removed the side door) They are not as scary inside as one might imagine, just of bunch separate components wired together by connectors. <strong>But you need not touch any of them.</strong> If you have an air compressor, (doesn't everyone?) fire it up. If you do not have one, go to an office/computer store and buy a can or two of compressed air. Now stand back, cover your nose and blow all of the dust out of the inside of your computer. You will be amazed at the amount of dust and other unidentifiable things that will fly out of there. Keep blowing over all the components and fans until nothing is coming out. Replace the door and return your machine to its proper place, plug all the wires back in (the proper holes) and fire it up. Assuming your computer was acting like mine, fans running constantly, or shutting off unexpectedly then I suggest this will cure most of these problems. I did end up needing a new power supply in one computer which I replaced. But this simple blowing action fixed the other two and they now behave as designed and all it cost me was air and time. Basically, the dust that gets into your computer begins to build up on the electrical contacts and they start generating heat. This in turn makes your computer have to work harder and harder to keep cool and thus fans are running or it gets too hot and shuts down. Since most computers, like yours and mine, are sitting on the floor under a desk where they are bathing in dust all 24/7 and the fans meant to cool the machine are sucking it all in. This solution will not cure bad software or faulty devises but it is likely to solve these temperature related issues. Stay cool Miami is hot! Good luck!

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

March 2016 | www.FloraCultureInternational.com

Lighting Avoiding excessive waste heat from the light, to achieve the optimum growing environment. But also: raising the light level without increasing energy input. With this in mind rose growers Danny and Bart van Nuffelen from Belgium opted for a hybrid lighting installation for their glasshouse, using both LED and HPS lamps.

Pictured left to right are Danny and Bart van Nuffelen, owners of Wimceco Rose Nursery

Controlling lighting and temperatureindependently of one another R

by Ron van der Ploeg

un by second generation Danny and Bart van Nuffelen, Wimceco grows large-flowered cut roses. The Van Nuffelenbrotherstookthebusiness over from their parents - Willy and Cecilia- in 1999. The product range comprises a broad spectrum of colors; including not only popular varieties such as ‘Avalanche’ and ‘Red Naomi’ and the exclusive variety ‘Sweet Avalanche’, but also ‘Deep Water’, ‘El Torro’, ‘Renate’ and ‘Talea’. Wimceco roses find their way to the international marketplace through the Euroveiling Flower Trade Center in Brussels and Royal FloraHolland in the Netherlands. The brothers also sell fresh bouquets to consumers straight from the nursery. The nursery covers an area of 17,500 m2, of which 12,000 m2 was created in 1988 and 5,500 m2

www.FloraCultureInternational.com | March 2016

in 1999. The greenhouse has a span width of 12.80 meters, with a section size of 4 meters and a post height of 4 meters.

More light without the extra heat

“We’ve been using artificial lighting since 1988,” said Danny van Nuffelen. Until recently the total capacity was 130 µmol/m2/s, consisting of 600 W / 230 V and 600 W / 400 V lamps, switchable in two stages. The department that was built in 1999 had an installation consisting of 150 µmol/m2/s, with 750 W / 400 V lamps. Danny and Bart wanted to replace the outdated lighting installations in both departments. “We wanted to raise the light level without increasing energy input,” explained Danny. He added, “Two thirds of the energy for the lamps is obtained from

our own CHP. Buying additional electricity is very expensive here in Belgium.” Since the LEDs give off less heat, we can provide lighting for longer in the spring and autumn if the outside temperature is higher. This improves the quality of the roses.”

Hybrid lighting solution

The Van Nuffelen brothers have been guided by the expertise of the plant specialists working for Philips Horticulture LED Solutions and Horti LED Partner Agrolux. During these talks both the energy balance and the economic calculation of the old installation were examined.Eventuallyabrainstorming session regarding various lightingscenariosproducedtwooptions. It gradually became evident that good heat management is at least as important and can bring about

than previously. In situations with a low winter sun, where the greenhouse warms up but does not receive enough radiation, we can still add extra LED light. This prevents the greenhouse from becoming unnecessarily hot. In the spring and autumn this will give us an advantage,” according to Danny. When it gets really cold in the winter, the entire installation will of course have to be turned on. Even then, the brothers can keep the energy input under control. We wanted to raise the light level without increasing energy input. Buyingadditionalelectricityisvery expensive in Belgium.” |||

Quick facts as many benefits as the addition of extra light. A new calculation modelprovidedinsightintowhere these two paths meet. “We were, for example, able to make an informed decision regarding the ratio of LEDs to HPS lamps. It alsobecameclearwhatthesavings in terms of heat and CO2 would be if LEDs were used. Since the LEDs give off less heat, we can provide lighting for longer in the spring and autumn if the outside temperature is higher,” Van Nuffelen said. The solution that was opted for in the end, was a 180 µmol/m2/s installation consisting of 90 µmol/m2/s Philips GreenPower LED toplighting and 90 µmol/m2/s HPS lamps (1,000 watts). This represents a 40% increase in capacity compared to the old situation for the same energy input.

continued, “The main reason for this is the increase in the light level.” The brothers have also noticed that LEDs avoid excessive waste heat from the light, which makes achievingtheoptimumgrowing environment much easier. “The hybrid installation allows us to control the climate much better

The Van Nuffelen brothers found that their roses grows better and are of an even higher quality.

Growers: Danny and Bart van Nuffelen Sector: Fresh cut flower production Crop: Rose Location: Boechout, Belgium Solution: Philips GreenPower LED toplighting/Philips LED Horti Partner Agrolux Benefits: Better control of climate due to lower heat radiation as compared with solely HPS, better-quality roses and a higher light level for the same energy input. For more information please visit www.philips.com/horti

Optimum growing environment

When Wimceco installed the lighting in the autumn of 2015, it became the first rose nursery in Europe to use hybrid lighting in rose cultivation. “We’ve noticed that the crop grows better and is of higher quality,” said Danny. He

In each fixture there are 20 pucks with a combination of various LEDs.

March 2016 | www.FloraCultureInternational.com

Cut flowers Contrary to the Pescia’s Mercato dei Fiori della Toscana, where the wholesale market institution is viewed as a public good and where ownership of the market belongs to the city authorities, Flora Toscana is a private business organisation, a primary producer cooperative that is owned and controlled by its members.

The top of Tuscany’s flower crop T

he 2008 merger between Tuscany’s Toscoflora and Geoflor Toscana created one of Italy's most important floralwholesalepowerhouseswith 120 personnel and 2014 sales volumes totalling approximately 70,000,000 flower stems and 1,200,000 pot plants (in this figure items sold by both bunch and kg are included). The Flora Toscana cooperative, with its headquarters in Pescia, supplies inputs for the cultivation process and does marketing and processing of flowers, cut foliage and pot plants for predominantly local growers.

Visionary entrepreneurs

by Ron van der Ploeg

Flora Toscana took root in 1979, whentenvisionaryentrepreneurs cametogethertoshareacommon problem they each had: the skyrocketing prices of materials and sundries. They formed a business cooperative to purchase horticultural supplies and obtain services at a lower cost. “Of the 250 members Flora Toscana has today, 145 are actively selling their flowers and plants through the cooperative. Many of our growers are located in Pescia,

Processing hall.

www.FloraCultureInternational.com | March 2016

Flora Toscana’s marketing manager Luciana Romiti.

Viareggio and Lucca, but also in Italian regions such as Puglia, Lazio, Liguria and Sicily. They even come from as far afield as Albania and Spain, where they grow Pistachia lentiscus and leatherleaf fern (Arachniodus adiantiformis)/ Statice respectively. Only recently, suppliers of Fairtrade roses from Kenya have joined our organisation,”explainedmarketingmanager Luciana Romiti, fluent in English thanks to her UK born mother. She added, “Most are family-run businesses, complementing one another rather than compete. Sicily, for example, is a provider of carnations, chrysanthemums and ornamental Citrus, while Liguria is famous for its mimosa, Ginestra and cut foliage. Overall, our most popular items are Chrysanthe-

mums, Hydrangea, Calla, lily, Limonium, peonies and Ranunculus,Gypsophila,Gerbera,Anemone and cut foliage such as Ruscus, Eucalyptus Fatsia and Aspidistra. In pot plants, Proteas are our flagship product, while olive trees, ornamental Citrus, Mimosa, perennials and bedding plants also take their fair share of the market. ”

Primary activities

FloraToscanaconcentratesonthree types of activities for its growers. First is the purchase of a wide range of horticultural supplies through its power brand Toscoflora. They makelarge-scalepurchasesofseeds, young plants, fertilisers, crop protectionproducts,sprayequipment and substrates, and pass their cost savings on to their members.

“Second comes the organisation’s marketing role that consists of assembling, (un)packing, bunching and selling members’ products in both domestic and foreign markets,” said Luciana adding that exports to Germany, Netherlands and Protea-minded Portugal (Madeira and the Azores have a long tradition in Protea growing) account for 15% of total sales. Thecooperativeputsaconsiderable amount of effort into determining the prices of its products. “We input a starting price in our system price which is obtained from various sources. Flora Toscana buys regularly through the Royal FloraHolland KOA system, as such it keeps up with the price

Standing at a conveyor belt, a group of mostly female workers keep the stream of Fairtrade roses from Kenya going.

situation of the Dutch auction clocks. We also have the possibility of consulting internet data sources. And lastly, there are our daily contacts with the exporters/suppliers from whom we buy and with the markets and customers.” The third function is providing quality standards that all growers must adhere to so that customers can expect the same fine quality from all grower members.

Fairtrade

Luciana was so kind to take FCI throughitsprocessinghall,packing area and cold stores. Standing at a conveyor belt, a group of mostly female workers keep the stream of Fairtrade roses from Kenya (30%

of the flowers traded by Flora Toscana are imported) going. Majorsupermarketchainsincreasingly require their produce suppliers to provide evidence of commitment to free trade, fair labour practices,equitablecompensation and environmental sustainability. According to Luciana, assurances, such as the Fairtrade label, provide thecompany’scustomersincreased confidence that Flora Toscana roses, not only are of the finest qualitybutequallymeetstandards for social and environmental sustainability. Workers must be justly compensatedandprovidedwitha safe working environment. The Fairtrade label also clearly illustrates that Flora Toscana showsgoodstewardshipofnatural resources and the environment. The Fairtrade participation is one of many sustainability programmes by the cooperative. Previously earning other certifications such as GLOBALG.A.P and ISO 14001 and SA 8000, Flora Toscana has defined a sustainabilitystrategythathelpsthecompany identify product improvements andprocessefficienciesthatreduce itsenvironmentalfootprint—while focusing on the social aspects of business.

>>>

Cash and carry store Flora Toscana operates a full service cash and carry store at its Pescia (Tuscany) location. It includes a large walk-in cooler with the widest selection of fresh cut flowers available. Its cash & carry store is not open to the public and sells wholesale only to the floral trade. To purchase one must have a current account with Flora Toscana. Flowers, cut foliage and houseplants are grown in Italy but also sourced from abroad, particularly from the Netherlands as Flora Toscana buys directly from the Dutch auctions via Royal FloraHolland’s remote buying system KOA. At the start of the new millennium until 2009, Flora Toscana rented

space for a cash and carry store at the Mercato dei Fiori. “In the early 2000s, we were mostly selling to the wholesale market, not to the florists. We suspended the cash and carry operations at Mefit because logistics were expensive (warehouse rent, fees etc.) and also because of the unfair competition due to the black market. We decided to start serving the florists from our depot in Pescia and started our activity with our C&C near Florence,” said Luciana. Mefit and Flora Toscana share characteristics, but are also very different, stressed Luciana. “Mefit is a market, so a place where supply (the growers) and demand (the customers ) meet face to face. Flora Toscana is

a cooperative of growers, our mission is to sell our grower’s production and also provide them with services such as technical

assistance, consultancy service on new crops, new markets research and supply of technical facilities.”

March 2016 | www.FloraCultureInternational.com

Fairtrade is believed to be one of the few certifications that returns money directly to the workers in the producing country to improve their standard of living. Another argument in favour of Fairtrade is the fact that this trading initiative includes coffee, bananas and chocolate. It is not specific to the floral industry and is more likely to be a brand that consumers will recognise. In 2006, Flora Toscana was the first Italian company to distribute Fairtrade roses. ”Let us clarify that Flora Toscana was not asked to enter the Fairtrade market by any of our retail customers, it was our own decision to join Fairtrade, a system which we felt close to our spirit of cooperative, therefore working not only for economic reasons but also for mutual social and cultural benefits. We then obviously offered this possibility to our supermarket customers,” outlined Luciana. She went on to say that the bulk of Flora Toscana’s flowers and plants goes to wholesalers, retail florists and street vendors, while supermarket chains such as Esselunga, COOP, CONAD and Carrefour make up to 40% of the total sales.

Retail outlook

Some retail experts reduce Northern Europe to a fast food and supermarket culture, while countries in the southern part of Europe such as Italy still put more emphasis on family living, outdoor retail mar-

www.FloraCultureInternational.com | March 2016

kets and specialist retailers. What does Luciana think? “Up to a certain point we can agree to the above described picture, historically given the different culture and weather conditions of our Mediterranean country, people tend to use flowers for big ceremoniesandeventsandpeople spend more time in the open rather than indoors. But we are also aware of the changes that are occurring in Italian society which is definitely becoming more and more multiethnic, bringing in new traditions and habits, which is also being reflected in the consumption of flowers and pot plants. Luciana feels that there is an unexpressed potential in the Italian retail market, although there is also room for improvement when it comes to theoverallflowerquality,presentation and knowledge of personnel at Italian supermarket level. ”There is still a lot to be done in terms of organisation and programming. In some way the Italian retail system reflects our culture, finding it very hard to be part of a whole. This attitude can also be seen within thesamesupplychain,wheresome shops are very professional both in knowledge,presentationandcareof the product, others not so much.”

State of the industry

Flora Toscana’s business performance is not automatically a barometerofthecurrentstateofthe localflowerproducers,whoLuciana describes as ‘struggling’.

The Fairtrade label also clearly illustrates that Flora Toscana shows good stewardship of natural resources and the environment.

Flora Toscana’s marketing role consists of assembling, (un)packing, bunching and selling members’ products in both domestic and foreign markets.

“There is strong competition coming from the southern hemisphere countries reaching Italy direct or via the Netherlands. Floriculture in Tuscany is in a re-organisation phase, the Tuscan region is putting a lot of resources into agriculture in general, trying to bring young people back to agriculture and floriculture.” Cheap import and high energy prices have forced local growers to switch to other crops. “Flora Toscana has given an important switch back to the early 2000s with 15 of our growers swappingcutflowersforpotplants, specifically pot proteas and other Australian flora. Pescia in general has (from the traditional standard carnations produced after the 2nd World War) changedanddevelopedmanyspecies such as Gerbera, Gypsophila, lilies, Chrysanthemums, Gladiolus, and various foliages.” Luciana believes that collaboration and supply chain management is the key to a more flourishing industry. “We need to be more part of a system, a real network that must collaborateandintegratewitheach other to optimise resources and also to make the sector’s needs be heard. More entrepreneurial skills and assistance to the growers are needed. Clear rules, fiscal control to fight the plague of the black market, which is peeking up due to the economic crisis and recession, and has been affecting Italy for the past 2 years.” |||

Garden roses Funen is Denmark’s third-largest island, known as the ‘Garden of Denmark. It truly lives up to its name as it is home to a sizeable number of heritage gardens and…plant nurseries. One of them is Buddes Planteskole ApS, a 50ha plant nursery in Bogense, owned and run by Henrik Budde.

Rose growing in the Garden of Denmark A

t the core of Henrik’s businessarethefieldproduction ofgardenrosesandhedging plants, sold either as bare rooted specimen or pot plants. His customerbaseincludespredominantly gardenretailers,exportersandsome greenhouse rose growers.

Highly seasonal

Standing out proudly is his 14ha rose nursery with an annual output ofaround56,000gardenroses/year. This is the easier said than done as it is a long haul, planting root stock, budding it in August and topping in early spring the following year in order to bring the top and roots in balance. “You need a minimum of eighteen months for growing a saleable product. Potted garden rose sales are highly seasonal and peak in summer when the shrubs bear flowers and are aesthetically pleasing.” Withthepredominantdo-it-for-me trend Budde believes the outlook for container roses is rosy. “Bare root roses still account for half our sales volumes, but the market for container roses is growing.”

Customer engagement by Ron van der Ploeg

Budde attributes part of the container rose success to his fellow

citizen Rosa Eskelund who granted him the license to produce the full rangeofcarefreePlant’n’Relaxroses in 4 litre pots as well as the starting material for Sweet Home roses. “I guess you are aware of Rosa’s communication skills? I think Rosa is an expert in media coverage. I can't put my finger on exactly what it is, but she manages to have her roses featured in all kind of magazines. So people start to recognize the company’s different brands and ask for it. What’s more she plays an important intermediary role in bringing us growers in contact with garden retailers. Last year, we produced10,000plantswhichwere immediately sold. Other breeders can learn from her customer engagement.Sheisalwaysthinking of ways to promote and sell our products. When she is in you’ll be quickly selling out. But it also has something to do with novelty seeking–consumerswhoareconstantly driven to possess the newest. And Rosa is relatively new to rose breeding and that definitely plays to her advantage.” Henrik emphasised that things will never be left to fate and destiny with Rosa’s range of garden roses being extensively put to the test beforetakingthemintocommercial

production.“Moreover,Rosa’sroses havebeenawardedmultipleawards and gold medals in rose trials across Europe. She is truly coming up with some good stuff.”

The future looks good

When asked about Scandinavian preferences in garden roses Henrik said, “Plants should be tough, frostresistant. In terms of colours the taste is constantly changing. At the moment my customers in Norway, Sweden and Denmark have a soft spot for soft purple like the Plant’n’ Relax ‘Our Summer’ rose. But it goes up and down with the fashion. Most important is that you have to deliveracompleterangeofcolours.” Overlooking future market potential Henrik expects 2016 to be a somewhat challenging year, however in 2017 the garden rose industry is sure to pick up brightly. The future looks good. It’s all about adapting changing market circumstances. The amount of money they spend is still the same but they spend it differently. Until a fewyearsagoconsumerswouldeasily buy 25 bare root roses for their garden in autumn, now they buy four big pots for quick impact and colour on their balcony and patio in Spring time.” |||

March 2016 | www.FloraCultureInternational.com

IP Although plant materials are often sold in combination with pots, labels and sleeves that bear trademarks, there is always the danger that end consumers may perceive a mark as the common name of (the plant material of) the variety. To prevent a mark becoming vulnerable to invalidation as a result, proprietors will have to enforce their trade marks actively and take appropriate measures to ensure that these marks function as badges of origin throughout the entire supply chain.

Avoidinggenericide W

hat do ESCALATOR and CELEPHANE have in common? Very little you may have thought. Both have been in one sense victims of their own success, and are no longer protectable by trademarks. The problem for both is that they have fallen into common parlance. In the mind of the end consumer, they are generic terms, and the end consumernolongerassociates thesewords’respectivegoodswith a particular commercial entity. They have therefore ceased to perform the essential function of a trademark: to distinguish goods and/or services on the basis of commercial origin. The marks are thus invalid for having become generic: this is genericide. In order to avoid being found generic, trade mark holders should take heed of the European Court of Justice’s guidance in Backaldrin Österreich v Pfahnl Backmittel .

The KORNSPITZ case

by Hidde J. Koenraad*

*Mr Hidde J. Koenraad is Partner Intellectual Property at Simmons & Simmons LLP (Amsterdam).

In this case, the Court of Justice was asked by the Austrian Oberster Patent- und Markensenat to interpret several concepts in the Trade Mark Directive (Directive 2008/95/EC) relating to genericide. The mark at issue in this matter was KORNSPITZ which was registered for goods in Class 30, including flour and preparations made from cereals, as well as pre-formed dough.Thepre-formeddoughwas sold under the trade mark to bakeries to bake and finish, and then to sell the final product (bread rolls) on to the end consumers. Whilst bakers receiving the flour or dough were aware that KORNSPITZ was aregisteredmark,andwerepermitted to use the mark, the evidence before the Austrian Court was that the bakers did not inform the end consumers that KORNSPITZ was a registered mark. The Court of Justice was asked to consider Article 12(2)(a) of the Trade Mark Directive, which is

www.FloraCultureInternational.com | March 2016

the specific provision that a mark is liabletorevocationif“ithasbecome the common name in the trade for a product or service in respect of which it is registered” on account of “acts or inactivity” of the trade mark owner. The Austrian Court examined with whom the mark should have become the “common name”: whilst the end consumers of the bread rolls may not know that KORNSPITZ was a registered mark, could the bakers receiving pre-formed dough be considered relevant in determining the question? The Court of Justice found that it was only the end consumers who were in fact relevant. In this case, it was found that the relevant “end consumers” were not the bakers. Amongst these end consumers, KORNSPITZ was thought generic, and therefore the mark was liable to revocation as it did not serve the essential function of a mark to

distinguish goods and services on the basis of origin. It was also considered in this case whether the bakers’ failure to inform the consumers could be considered relevant “acts or inactivity” on the part of the mark owner. Whilst it remains a matter for national courts to consider whether the mark owner has been “sufficiently vigilant as regards the preservation of the distinctive character” of the mark, the Court of Justice has said that failure to ensure that a licensee is informing its end consumers that a mark is registered will count as “inactivity” on behalf of the trade mark owner. A trademark owner must thus not only take an active approach in the market but must also actively act againstdescriptiveuseofitsbrands.

Particular care for floral trade marks

There are special reasons why owners of trade marks for plants

What to do?

and flowers should take care to avoid genericide. Like bread rolls, plants and flowers do not generally bear trademarks either. Although plant materials are in practice often sold in combination with pots, boxes, labels and sleeves that bear trademarks, there is always the danger that the end consumer may perceive the trade mark as the common name of (the plant material of) the variety, e.g. as a variety denomination. As most readers will know, a variety can only be granted a Community plant variety right if it is designated by a denomination. In principle, a varietydenominationcannotfunction as a mark. The variety denomination is the generic designation of the marketed plant product, or becomes such a designation as the result of the registration of the plant variety right. Through its denomination, a variety can be identified in a manner which is independent of its origin from a specific undertaking. A registered trade mark, on the contrary, is (precisely) a designation of the origin of goods or services and may only be used by the trademark owner or its licensees. Article 17 of the Community Plant Variety Regulation (“the Basic Regulation”) stipulates that any person who, within the territory of the Community, offers or disposes of to othersforcommercialpurposesvariety constituents of a protected variety

(i.e. propagating material), must use thedesignatedvarietydenomination. Furthermore, the Regulation states that if a trade mark, trade name or similar indication is associated with the designated denomination, this denomination must be easily recognizableassuch.Theseobligations applyevenaftertheterminationofthe Community plant variety right. Intheornamentalsector,propagation materialofvarietiesisoftensoldunder the trade mark only. In practice, the variety denomination is not used at all, or only in such a way that it is not ‘readily distinguishable’. However, this is contrary to article 17 of the Basic Regulation, and the person who omits the correct usage of the variety denomination may be sued by the holder of the Community plant variety right for infringement and/or to pay a reasonable compensation. In practice, the variety denomination is also very rarely used within the ornamental sector in respect of harvested materials (i.e. cut-flowers, pot plants, perennials, house plants etc.). However, in such cases in which protected varieties are merely designatedbyatrademark,theremay besubsequentproblems.Fromatrade mark law perspective, there exists a riskthatthetrademarkmightbecome viewed as the generic designation of the variety and, as a consequence, the mark may be vulnerable to revocation or invalidation.

The KORNSPITZ judgment highlights the dangers which can arise for a mark owner, but also provides guidance on the actions which can be taken to avoid them. Importantly, it should be remembered that whilst seasoned professionals dealing with plants within the intermediate trade, such as growers and retailers, may be able to tell the difference between a trade mark and a variety denomination easily, it is the end consumer (whoever he or she is) who matters when considering whether a mark has become generic. Care should be taken, then, to think about what the end consumer will appreciate about the trade mark when he or she comes into contact with the plant material in question, and in particular how to design packaging, labels, and advertising in such a way that the end consumer will be left in no doubt as to what is a trade mark and what is not. Probably the most efficient way of distinguishing a registered mark from, for example, the variety denomination, is to append the ® or ™ symbols after the mark (and of course, not after the variety denomination!). In most EU Member States, the ® symbol can be used if the trade mark has a registrationcoveringtheterritory(or any territory into which the plant material might be imported). The ™ mark should be used if the mark does not (yet) have a registration in the territory (or any territory into which the plant material might pass). Unfortunately, however, the rules for using the ™ sign are not uniform in all the Member States, notably Germany.Theusebeforeregistration hasbeenconsideredmisleadingand deceptive under German Unfair Competition Law in a few (lower court) cases. To avoid problems, it is worth getting specific legal advice, especially if the plant material is to be imported or exported. Besides using the ® or ™ signs, it is worth trade mark holders’ making sure that the trade mark is put in all upper case letters. Whilst not as effective a method of putting consumers on notice of the ® and ™ symbols, this can serve to warn >>>

March 2016 | www.FloraCultureInternational.com

International Events 2016 March 2016 2 March. Belgium Florall. In 2014, Belgium’s leadingtradeshowforthelifestyle horticultureindustrywasreduced to a one day event. www.florall.be 4 to 6. United States Northeast Floral Expo at the Sheraton Springfield Monarch Place Hotel Springfield, MA. www.northeastfloralexpo.com

16 to 20. Australia Melbourne International Flower and Garden (MIFG) show at the Royal Exhibition Buildings Melbourne,Nicholson St Carlton www.melbflowershow.com.au 30 March – 1 April. The Netherlands Tulip Trade Event, www.tuliptradeevent.nl April 2016

25-29. Turkey AGM 2016 will take place in Istanbul, Turkey, April 25-29. +49 40 555 63 702 www.ciopora.org 29 April to 15 May. Korea International Horticulture Goyang Korea 2016 10th International Flower Exhibition at Lake Park, Goyang City near Seoul. bom@flower.or.kr www.flower.or.kr

1-2. United Kingdom RHS Spring Plant Extravaganza at the RHS Horticultural Halls. Featuring the RHS London Orchid Show. www.rhs.org.uk

29 April to 16 October. China Tangshan International Horticultural Exposition 2016. www.tangshanexpo2016.com www.aiph.org May 2016

9 to 10. The Netherlands FloraHolland Seasonal Trade Fair & Florist Event events@floraholland.nl www.floraholland.com/tradefair

5-6 April. United States Fresh Connections Retail in Philadelphia, Pennsylvania USA Network with leading retailers, explore consumer trends and uncover new business opportunities. www.pma.org

9 to 11. United States World Floral Expo in Los Angeles. www.hpp.nl

9 to 14. United States California Spring Trials. www.horticultureevents.com

14 to 18. Canada International Green City Conference, Vancouver, British Columbia. Come explore Canada’s beautiful West Coast andexperiencethefusionofgreen and urban. Vancouver is hosting the 2016 Green City Conference, a place that is setting the standard in green industry practices. Set to become the greenest city in the world by 2020, and with numerous projects underway, it is sure to amaze and inspire. www.cnla-acpp.ca/greencity

11 to 14. Turkey 3rd International Symposium on OrganicGreenhouseHorticulture in Izmir, Turkey. www.oghsymposium2016.org

5 to 13. United States 2016 Philadelphia International Flower Show at the Pennsylvania Convention Center, Philadelphia. www.theflowershow.com

14 to 15. United States 36th Annual Congressional Action Days www.safnow.org 17 March. China PMA Fresh Connections China in Shanghai. Access exclusive market insights that will help you capitalize on China's rapid economic growth. Build your network by connecting with Chinese retailers and importers. www.pma.com 16-20. Switzerland Giardina, the country’s leading home and garden show at the Messe Zürich convention centre. www.giardina.ch

12-14. Ukraine Flower Expo Ukraine at the International Exhibition Centre (IEC) in Kiev, Ukraine. www.flowerexpo-ukraine.com 15-17. United Kingdom RHS Flower Show Cardiff at the Bute Park in Cardiff. www.rhs.org.uk 20 – 24 April. The Netherlands 69th Flower Parade (Bloemencorso van de Bollenstreek). This year’s theme is Flowers & Fashion. www.bloemencorsobollenstreek.nl 22 April – 1 May. Belgium Floralies Ghent. Floralies Ghent will debuting as an outdoor plant and flower event in Kunstenkwartier of the city. www.floralien.be 23 April to 30 October. Turkey Expo2016 Antalya, an international horticultural exhibition devoted to nature, the environment, children and future generations. It’s an event that revolves around the theme of ‘Children’, reinforced by cultural, historical and artistic activities. www.expo2016antalya.org.tr/en

www.FloraCultureInternational.com | March 2016

5-8. United Kingdom RHS Malvern Spring Festival www.rhs.org.uk 11 to 12 May. Mexico Fresh Connections Mexico in León, Guanajuato, Mexico. Tap into new business opportunities in Mexico and other global markets. Acquire solutionsforincreasedoperational productivity. www.pma.org 11 to 13. China 18th Hortiflorexpo IPM Beijing. www.hortiflorexpo.com 17-19 May. Australia Fresh Connections Australia and New Zealand in Brisbane, Australia. Get direct access to the movers and shakers of the Australasian fresh fruit, vegetable and floral industry. Stay ahead of your competition with cuttingedge education on the latest technologies and global trends. www.pma.org 19-21. Azerbaijan Caspian Agro, the country’s largest agricultural trade show taking place at the Baku Expo Center from May 19-21. T +99412 447 4774 F +99412 447 8558 caspianagro@ceo.az www.caspianagro.az 23-26. Spain II ISHS International Workshop on Floral Biology and S-Incompatibility in Fruit Species in Murcia, Spain. www.verticesur.es/congresos/ FBSI2016/

24-28. United Kingdom RHS Chelsea Flower Show. www.rhs.org.uk June 2016 2 to 6. Ireland Bloom Ireland, Phoenix Park, Dublin, 9am – 6pm www.bloominthepark.com 3 to 4. United Kingdom RHS London Rose Show. www.rhs.org.uk 7 to 10. The Netherlands Dutch Lily Days. www.dutchlilydays.com 8 to 10. Kenya International Floriculture Trade Expo (Iftex). www.hpp.nl 14 to 16. The Netherlands GreenTech at the RAI convention centre in Amsterdam. www.greentech.nl 14-17. Germany/Netherlands 2016 Flower Trials. 49 Breeding companiesinthreeregionspresent their latest innovations and future developmentsinpotandbedding plants. www.flowertrials.com 20 to 22. United States International Floriculture Expo, United Fresh, FMI Connect and Global Cold Chain Expo at the McCormick Place, Chicago. info@floriexpo.com www.floriexpo.com 21 to 22. United Kingdom HTA National Plant Show at Stoneleigh Park, Coventry, Warwickshire, CV82LZ, UK. T +44 118 9303132 F +44 118 9323453 enquiries@nationalplantshow.co.uk www.nationalplantshow.co.uk 22 to 24. Brazil 23rd Hortitec at the Holambra/ SP convention centre. www.hortitec.com.br July 2016 5-10. United Kingdom RHS Hampton Court Palace Flower Show www.rhs.org.uk 9-12. United States Cultivate’16 will be held in Columbus, Ohio on July 9-12, 2016. www.AmericanHort.org/ Cultivate

Continued from page 45

the end consumer that this is not simply a generic phrase, but rather is being used as a trade mark. This method may be particularly effective to distinguish the trade mark from the variety denomination as the distinction may indicate to consumers the special role of the trade mark. For combined use of botanical names, varietydenominationsandtrademarks,the followingnotationisoftenrecommended: Rosa L. ‘Lexani’ AVALANCHE+®. Thus: the botanical name in italics, the variety denomination between inverted commas (quotation marks) and the trade mark in upper case letters and followed by the ® or ™ sign. However, to avoid that the public may nonetheless think that the entire notation (thus also the botanical name and the denomination) is covered by the trade mark, owners could also consider the following notation: AVALANCHE+® (Rosa L. ‘Lexani’).

Trade mark owners must not rest on their laurels

Finally, it is worth re-stressing the importance which has been placed on the trade mark owner being vigilant in enforcing its rights. This can be to ensure alllicensees,growers,distributors,resellers and other third parties that are allowed to use your trade marks are informing end consumers that a mark is a registered mark. With the KORNSPITZ judgment the Court of Justice confirmed once more that there is a high burden placed on trade mark proprietors to enforce their trade marks, so that they maintain their distinctive character. The Courts will construe “inactivity” widely: this obliges owners to ensure that their trade marks function as a badge of origin throughout the entire supply chain. Owners should therefore oblige their customers to use their trade markscorrectlywhenfacingendconsumers at all times, by including clear trade mark user guidelines in license agreements and/ or other relevant contracts and by actively monitoringthecorrectusageoftheirmarks in the market. The outcome of the KORNSPITZ case would probably have been different if The Kornspitz Company had contractually obliged (and periodically monitored) the bakers always to market and sell the bread rolls by using napkins, paper packaging or other materials which clearly indicated KORNSPITZ as a trade mark, as in the picture depicted below. |||

by Arturo Croci

Buongiorno!

Thepowerfulpetalsofthe Silver Carnation Awards Today's communication systems can get in touch in ‘real time’, we can read FloraCulture International on iPad, iPhone and android smartphones. If we consider that the first transistor was invented in October 1957, it is easy to see how much technologicalprogresswe have made since then. Technological progress, however, should not lead us to undervalue the 'good old ' things. The Silver Carnation Awards, for example, has stimulated the growth and development of the Sicilian, Italian and international floriculture over the past decades. In 1974, Dr. Carlo Cali, president and founder of the cultural association Flowers of Giarre Etna came up with the idea of setting up a prize for the floricultural industry, the Silver Carnation Awards. He opted for a carnation as symbol as back then this was one of the most widely grown cut flowers in Italy. The Silver Carnation Awards are presented each year to recognise excellence, not only in floriculture but also in the field of medicine, art, entertainment, charity, journalism and business management. Last year, former President of the Fiori Tipici del Lago Maggiore consortium (including 120 growers of ericaceous plants such as Rhododendrons, Camellias and Azaleas) and for many years the driving force behind the Italian pavilion at the IPM ESSEN show, Mr Silvano Frigo, presented the coveted Franco Locatelli Awards for International Entrepreneurship to grower Leonardo Capitano from Monopoli (Bari), Giosuè Catania, President of the Catania-based Società Cooperativa APO and carnation breeder Carlo Moraglia. Also invited on stage to take one of the Silver Carnation Awards were Federico Cavalli, the Captain of Borgo Maggiore in San Marino and the representative of the Municipality of Catania, Mr Francesco Marano. Honored too was Erminio Costanzo, professor and director of the Neurology Department of Cannizzaro Hospital in Catania. Walking away with a Silver Carnation in the Journalism category was Carmen Lasorella, a journalist of one of the Italian TV channels. The 2015 Silver Carnation Awards was delighted and honored to host the launch of the St. Agatha carnation by carnation breeder Carlo Moraglia. Industry peers saw how Moraglia performed the naming ceremony.

Arturo Croci is the founder of Italy's leading horticultural business magazine Flortecnica and a walking encyclopedia of Italian horticulture. arturo@floracultureinternational.com

March 2016 | www.FloraCultureInternational.com

Events Launching in Frankfurt at what is touted one of the world ‘s largest consumer-goods trade shows (2,873 plus exhibitors from 67 countries), the new Floradecora show, will display interesting ways to blend fresh cut flowers, pot plants and home decor accessories. With the flower industry increasingly interested in doing business with large retailers and the predominant do-it-for-me trend among consumer, the Disney-inspired floral extravaganza, to be held in conjunction with the 2017 Christmas World show has every potential to sparkle (Christmas) trade.

by Ron van der Ploeg

Deck the hall with boughs of holly... and flowers O ctober comes and entire winter wonderlands at garden centres around the world start competing with the traditional grotto for the best place to soak up the Christmas atmosphere. One would imagine pot plants and fresh cut flowers occupying pride of place here as they rank among the mostpopularholidaygiftitems,but the reality is somewhat different. Only after having elbowed their way through massive crowds, puffing through fake snowflakes and passing tons of tinsels, home décor, garlandsandribbons,cancustomers picksomefoliageandfloweringpot plantsinamoreorlessdesertedand windy area near the exit of the store.

Flowers and vases simply belong together

For a long time, Green Team Consultancy and 2Dezign, the organisers behind the new Floradecora show, pondered over this problem. If flowers, plants, vases and pot coverssimplybelongtogetherwhynot combining them in an exciting new trade show, beautifully arranged in the most enchanting and comprehensive display for many a mile? According to Green Team Consultancy’s co-owner Ronald van den Breevaart, the 2017

Floradecora show is set to become oneofthemostpowerfulexpo’sand networking events that will draw thousands of retail professionals, industry stakeholders and vendors from several categories such as shoppingmalls,departmentstores, furniture shops, design and interior shops, supermarkets, DIY stores, gardencentresandeventplanners. He was quick to mention the massive presence of floristry with 27% of the 36,000 visitors running or working in a flower shop.

billion on items for Christmas and other festivities,” he said. Floradecora includes a 12,000m2 pavilionthatwillcombineexamples of in-store shops, merchandising concepts,hardwareshowcasesand side-by-side flower and pot plant trials, bred by predominantly Danish and German growers. But the show will draw flower fans from far afield as hundreds of requests are pouring in, from the USA to Colombia and from Finland to Italy.

In store shops

Christmasworld

“Floradecora will make people genuinely happy and is a new deliciously addictive show, a must see and the perfect platform to open new retail markets and drive impulse sales for SME’s in the ornamental horticulture sector,” said DetlefBraunaddingthatthechoice for Frankfurt’s Christmasworld for hosting Floradecora is only natural. “Not only is Germany the biggest European buyer of flowers and plants, the decorative items showcased at Christmasworld are more or less recession proof. “Last year, German consumers spent €2.69

Christmasworld is one of the biggest trade shows of its kind. The previous event in 2015 attracted approximately 911 international exhibitorsand36,000tradevisitors. The four-day event brings together shopowners,wholesalers,andleading stores from the retail industry to see the international trends in consumer goods. Christmasworld 2017 will be held in Frankfurt from 27 to 31 January, 2017. The Floradecora show in Hall 11.1 will close one day earlier to guarantee the freshness of the products. |||

For more information please visit www.christmasworld.messefrankfurt.com To contact Green Team Consultancy email at info@greenteamconsultancy.com

March 2016 | www.FloraCultureInternational.com

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

Classifieds HELP WANTED

CONSULTANCY

FLORASEARCH, INC. In our third decade of performing conﬁdential key employee searches for the horticulture industry and allied trades worldwide. Retainedbasisonly.Candidatecontactwelcome,conﬁdential,and always free. 1740 Lake Markham Rd., Sanford, FL 32771 USA Phone (1) 407 320 8177, Fax (1) 407 320 8083, E-mail: search@florasearch.com, Website: www.florasearch.com

French man 50 years old, looking for consultancy contracts in horticulture. Examines any other proposal. All countries. Contact for more information: mago@lagoon.nc

AdvertisingIndex COMPANY PAGE

WEBSITE

Danziger ‘Dan’Flower Farm.........2..............................................www.danziger.co.il Dutch Lily Days................................ 22................................. www.dutchlilydays.com Florasearch Inc..................................51......................................www.florasearch.com Floricultura B.V...................................6....................................... www.floricultura.com Flowers & Cents................................36............................ www.flowersandcents.org Haakman Flowerbulbs.................28..........................................www.haakman.com Jungle Jack’s.......................................36....................www.junglejacksthailand.com Keukenhof...........................................23.............................................www.keukenhof.nl Könst Alstroemeria.........................28...................................www.alstroemeria.com M. van Veen........................................36..................................www.mvanveenbv.com Market News Service.....................36...................................www.intracen.org/mns

COMPANY PAGE

WEBSITE

Messe Frankfurt (Floradecora)..48.www.christmasworld.messefrankfurt.com Philips Lighting.................................52................................... www.philips.com/horti Pöppelmann GmbH......................24...............................www.poeppelmann.com Roses Forever.....................................1...................................www.roses-forever.com Royalty Administration Int..........51......................................www.rai-worldwide.nl Santa Rosa Tropical Ferns.............6...............................................www.srtferns.com C.S. Steenvoorden...........................28..................................... www.steenvoorden.nl Takii & Co. Ltd.....................................24.....................................................www.takii.co.jp Thierry Richez................................... 51 W.F. Leenen.........................................30..........................................www.wfleenen.com Wilma’s Lawn & Garden...............36...............................www.wilmasgarden.com

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

India's Largest Agri Show

r�

fcti:a101

KISAN

14-18 Dec. 2016 PLINE