Floraculture May 2016

FloraCulture W W W.F L OR ACULT URE .EU

US RETAILING

Improve customers' experience through cross-channel concept

FROM WALL FLOWER TO WALLSTREET FLOWER

Interview with auction boss Lucas Vos

Tulip time in Istanbul

Planting bulbs to reap a thousand and one rewards Brought to you by

w w w.k isan.com

M ay 2 0 16

The business magazine for worldwide floriculture

e r u t l u C a r Flo W W W.

FLORA

CULTU

RE.EU

Russia Edition

Back in Moscow for a 2nd year after a successful debut in 2014 Russia’s leading international horticultural trade show, FlowersExpo, event organiser GreenExpo and FloraCulture International are pleased to announce the 2nd edition of the FlowersEXPOsure magazine. FlowersEXPOsure showcases the very best worldwide floriculture has to offer with editorials including interviews with the show management, an overview of the show, tips to find specific products, many interesting company profiles, a floor plan and exhibitor listings. FlowersEXPOsure will be distributed predominantly to industry professionals and offers a unique opportunity to promote your company and your product. Contact our sales team and book now! angie@floracultureinternational.com

FCI_Russia_2016_178x124mm.indd 1

02-05-16 15:39

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

Agreements have been reached between Floraculture International and leading growers and trade associations 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.

Partners of FloraCulture International

For more FCI partners see page 34.

Turkısh FONT HARRİNGTON

KwaZulu Natal Flower Grower's Association

FCI’s newest partner this month:

Table of Contents

May 2016 Volume 26 Number 5

Cover story: Planting bulbs to reap a thousand and one rewards The backstory of Istanbul’s impressive tulip carpet includes perseverance, creativity and structure in what is one of the best strategies to boost a nation’s ornamental horticulture industry.

by Ron van der Ploeg

Floral scents back in smog-smothered steel city

The 2016 Tangshan International Horticultural Exposition will run until 16 October 2016, in Tangshan, China.

by Ron van der Ploeg

14

Cross-channel marketing tactics in US retailing

In the United States, industry veterans Jim and Sue Roberts are launching the NEW DAY CONCEPT, which aims at boosting flower sales in supermarkets.

by Marie Françoise Petitjean

16

From wall flower to wall street flower

Innovation at its finest at GreenTech

GreenTech (June 14-16) is the global meeting place for all professionals involved in horticulture technology.

23

Dutch floral wholesale could have benefited from free trade deal

28

Roses reign supreme

Public flock in their thousands to Keukenhof Rose Show.

30

by Ron van der Ploeg

A doleful tango between devaluation and adverse weather

Now that the summer is over in Argentina companies in ornamental horticulture are less hesitant to develop new business plans.

by Ron van der Ploeg

The Dutch minister for Foreign Trade and Development Cooperation underlined the importance of removing trade barriers between the EU and Ukraine, using as example the Dutch flower industry which will immediately benefit from the free trade deal.

by Ron van der Ploeg

It is now quickly dawning upon the world’s largest flower auction that their once exclusive domain is being rapidly disrupted by the internet, decreasing clock sales, direct shipping and globalization: all changing customer habits. FCI sat down with Royal FloraHolland CEO Lucas Vos to get the full story.

by Ron van der Ploeg

24

Departments World News International Events Advertising Index

08 32 35

Columns From the editor Happy Gardening Certifiable in California

17

33

07 29 31

May 2016 | www.FloraCultureInternational.com

5

With compliments With compliments

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Send address changes to FloraCulture Cover: California Pack Trials railway line on the Kenyan Coast from Addis Ababa to that Lamu; Stokreef Editors: Evans oracultureinternational.com) explosivesustainability floriculture growth is being reined back, but nternational magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands.

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Bjarke Dennis ingly indifferent consumer with ever changing needs and moods.

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And where substrates June/July issue), autumn (October) and winter (January).

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by Louise FloraCulture International has aM circulation Marta Piza- Circulation: The auction isAviation lucky to have top-level executives thatgrowers show a great deal ree20(angie@fl oracultureinternational.com) selling point, however, especially for those Dutch rose (claudia@fl oracultureinternational.com) Quality is enough also the overwhelming message of our substrates T (31) 20 61 82Angie 666 Southern FDuff (31) 61 81 333 Kenya’s Astral and Etihad Crystal Cargo for the NairobiItaly, France: node Marquez Labuschagne focuses on sustainable programs to assist in optimum ofT(31)20 133,404 61 subscribers (4,573 print issues, 6,801 direct of selfawareness, who are prepared to retool, albeit extremely carefully, current 82 666 F (31)20 61 81 333 M(31) 62 21 65 220 whoseshould existence is being threatened byoncurrent economic conditions.

FloraCulture International B.V. special.

Th e RHP Foundation is guiding the “will to improve” WilliamHollandia Printer: Printing, Heerhugowaard Abu Dhabi route; all have positive eff ects the economic Arturo Croci (arturo@fl oracultureinternational.com) control above the ground.

Sustainability also goes hand in handof digital magazines and 122,000 indirect digital magazines) Armellini structures before the revolutionary stage becomes too turbulent.

Royal FloraOffi ce Manager: Claudia Stokreef Arturo P .O. Box 82, 1850 AB Heiloo, the Netherlands 50 affi liated companies.

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Since his appointment on January 1st FloraCulture International B.V. special.

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International Orchid Printer: Muller Visual Communication Amsterdam.

South America: Marta Pizano de Marquez (marta@floracultureinternational.com) Businesswoman of the Year William 2014,he and his team have been working tirelessly for change within the aucP .O. Box 82, 1850 AB Heiloo, the Netherlands 50 affi liated companies.

And where control ofin growth Arturo Croci (arturo@fl oracultureinternational.com) Advertising Sales OffiCalle ces control above theabout ground.

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Page 18.

Arturo Croci (arturo@fl oracultureinternational.com) control above the ground.

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Sustainability goes hand in T (81) 33 32 Central 75 756 FAmerica: (81) 33 32 27 933 are another institution that have a long history in Lucas USA, Canada, Armellini Muscari and Narcissus, while snapping away with their cameras at the psychePO Box 1660, West Chicago, IL 60186, United States marketplace for Europe, a continuation of the Dutch auctions’ Dr. Sun T (972) 54 42 97 002 F (972) 86 58 19 07 To end at the beginning, in the Sunshine State of California, Chris Nicholas Scandinavia: Lotte Bjarke (lotte@fl with the vision and hard work of Meiny Prins, managing director East Africa: David oracultureinternational.com) Gray (gray@africaonline.co.ke) presenting innovative ideas and quality products.

Black (pblack@ballpublishing.com) Jing Xian Paul delic blaze of colour.

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TMarta (27)Inc., 22 4857058 F (27) (marta@fl 22 4857415 PO Box 1660, West Chicago, ILSetagaya-ku,Tokyo 60186, United States Eiji beauty. Theare backstory includes perseverance, creativity and structure T (972) 54 42 97 002 F (972) 86 58 19 To end at theinstitution beginning, in have the Sunshine State in of California, Chrisin what is (81) 332385 3213No20-25 75675 756F F(1)6 (81)30 3323 3215 27254 93307Colombia another that a long history Horti Tecnia Ltda., Calle Of. 202B, Bogotá, T (1)6 30 Anabel Evans, Editor Yoshikawa one of the best strategies to boost a nation’s ornamental horticulture industry.

Japan: Eiji Yoshikawa (callems@world.odn.ne.jp) FloraCulture International (ISSN1051-9076) is published monthly.

Beytes has a well-penned article bringing to life the Paul East Africa: David Gray (gray@africaonline.co.ke) presenting innovative ideas and quality products.

Armellini T Eyal (57) 15 30Miami: 20 36 FWilliam (57) 12 36 25 54 hortitec@unete.com Sustainability crosses over into logistics under the subject of Worldwide distribution. ©2009 FloraCulture International magazine.

Black Page 24. California EMS Inc., 2-22-8 Matsubara, Setagaya-ku,Tokyo 156-0043, Japan in any Pack Trials, which, like the is auctions, PolicarWilliam South Africa: Cilla Lowen (cilla@fl oracultureinternational.com) (william@floracultureinternational.com) All rights reserved.

No portion of editorial may be reproduced Miami: Armellini(William@fl oracultureinternational.com) eCommerce since the streamlining of shipments a key outcome form without written permission (81)Dr22 33America: 32 75 (81) 334857415 32 27 933 of the publisher. Publisher is not areusing another institution that have a long history China: Sun Jing756 Xian (consultingflower@yahoo.com.cn) T (27) 4857058 FF(27) 22 USA, Central from this tool. Auctions around the worldinalso for advertisements using illegally obtained images. Send address changes resulting to EijiCanada, liable Speaking ofAnabel spring, this month’s issue from the world’s most-famous East Africa: David Gray (gray@africaonline.co.ke) India: Niranjan Deshpande (team@kisan.com) FloraCulture International magazine, P .O.Box presenting innovative ideas andreports quality products.

Editor Yoshikawa Paul Black (pblack@ballpublishing.com) Lucas Nicholas82,1850 AB Heiloo, the Netherlands. facilitate direct salesEvans, and the virtual world is not leaving them

Editorial & Administration Offices

be reproduced in any form without written permission of the publisher. Publisher is not liable for advertisements using illegally obtained images.published Send address changes to FloraCulture FloraCulture International (ISSN1051-9076) monthly.Worldwide distribution.

FloraCulture International isB.V. International magazine, P.O.Box 82, 1850 ABAllHeiloo, theNetherlands. © 2009 FloraCulture International magazine. rights reserved.

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T (972) 54 42 97 002 F (972) 86without 58 19 07 form written permission of the publisher. Publisher is notTo end at the beginning, in the Sunshine State of California, Chris 6001554_06_Colofon.inddliable 6 for advertisements using illegally obtained images. Send address changes Page 27-04-2009 13:08:58 to Japan: Eiji Yoshikawa (callems@world.odn.ne.jp) Beytes30. has a well-penned article bringing to life the FloraCulture International magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.

Eyal EMS Inc., 2-22-8 Matsubara, Setagaya-ku,Tokyo 156-0043, Japan California Pack Trials, which, like the auctions, Policar Cilla Lowen T (81) 33 32 75 756 F (81) 33 32 27 933 are another institution that have a long history in East Africa: David Gray (gray@africaonline.co.ke) presenting innovative ideas and quality products.

6001554_06_Colofon.indd 6 27-04-2009 13:08:58 South Africa: Cilla Lowen (cilla@floracultureinternational.com) T (27) 22 4857058 F (27) 22 4857415 Eiji Anabel Evans, Editor oshikawa 6001554_06_Colofon.indd 6 27-04-2009 13:08:58

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May 2016 | www.FloraCultureInternational.com

7

8

World News United States Consumer survey offers valuable insight into orchid spending habits Each year Just Add Ice® , a top quality orchid brand of one of one the largest greenhouse operations in North America, asks consumers to complete a brief research study, which helps the company gain a better understanding of important demographic details and lifestyle preferences.

Data was collected from over 2,400 participants, with survey results showing the following highlights: • 75% of customers were more influenced by quality than price • 69% of consumers own more than one orchid • 55% of consumers purchased two or more orchids in 2015 • Over 90% of consumers were influenced by ease of care and website support as top factors when purchasing an orchid • 4 6% of consumers preferred an earth-tone pot color, while 28% of consumers enjoyed a traditional design aesthetic Just Add Ice® Orchids appeal to a wide range of budgets with purple being the most popular orchid color. With a growing community of orchid enthusiasts, 96% of consumers say they are likely to purchase Just Add Ice® Orchids as gifts in the future, with birthdays and Mother’s Day ranking as top occasions to give an orchid.

As a grower who provides orchids across the United States and Canada, Just Add Ice® Orchids is dedicated to helping their consumers care for their orchids through the company website, blog, email watering reminders, as well as, having a robust presence in social media. The report details the findings of the most recent consumer survey and provides insight to what this valuable data means to the consumeroriented orchid industry.

To learn more about why Just Add Ice® owners are happy with their purchase, download the full 2015 Consumer Data Report.

Just Add Ice® Phalaenopsis orchids are grown and supplied by Green Circle Growers, one of the largest greenhouse operations in North America. A family-owned business and ranked as a Top 10 Greenhouse, Just Add Ice® Orchids are raised in an environmentally friendly fashion on more than 107 acres of greenhouse space, 35 acres of which is dedicated solely to orchids.

Using highly efficient growing techniques, water conservation and a sustainable heat source, the company grows over 8 million orchids each year.

The Just Add Ice® Orchids brand is committed to introducing new ideas to the marketplace, continuously striving to best serve customers and the environment. |||

Germany Making a difference in the developing world by selling Fairtrade Poinsettia cuttings German breeder and young plant producer Selecta from Stuttgart last month announced that Fairtrade certification for its Poinsettia cutting production in Uganda is underway with the official certificate expected to be delivered in a couple of weeks.

Poinsettia cutting orders are now coming in at Selecta’s and by the time the cuttings are delivered to the grower’s greenhouses in September the Fairtrade certification process will be completed.

According to Selecta, Fairtrade is the world's most important sustainable social certification system with 80%

www.FloraCultureInternational.com | May 2016

of the German consumers recognizing the Fairtrade label. The market share of Fairtrade roses in Germany, for example, is already 25%.

The consumers’ demand for sustainably produced products is growing steadily.

In addition to social standards, the fair trade system also qualifies farms with a

controlled water management, reduced pesticide use and use of at least 20% peat substitutes.

Selecta’s poinsettia farm in Uganda meets all these requirements as it is already MPS certified. The farm employees will benefit immediately and directly from the higher license. |||

United States PlantHaven launches Adenophora ‘Gaudi Violet’

PlantHaven, an independent agency assisting plant breeders worldwide in bringing their new varieties to market, has announced the North American launch of the new Adenophora ‘Gaudi Violet, bred by from Vitroflora from Poland and under the Fairy Bells brandname.

This new Adenophora confusa is praised for its masses of elegant soft violet bellshaped flowers and its upright plant habit.

Masses of flowers on upright stems will raise above the strong and healthy green foliage from June through autumn. The plant is protected with PBR and hardy in USDA zone.

Plants require deadheading to re-bloom.

Re-blooming well and continuing after many other perennials have finished.

Propagation is done via cuttings and division with a license required for propagation. Gaudi Violet tolerates a wide variety of soil and light exposure. The best results are achieved with good soil drainage. The plant is first year flowering and vernalization free. It can be used in garden borders and mass landscape planting.

Approximate finishing time: 1 Gallon: 12-14 weeks, 2 Gallon: 14-16 weeks.

When asked about the risks of Adenophora being invasive, Maureen Needham from Planthaven commented, “We have tested this plant in in-ground beds and it has a clumping habit and does not send out long runners.” |||

Belgium

Sensational newborn Rhododendron voted Floralien’s favorite There’s sure to be a perfect place in your home where you can watch this trendy newborn rhododendron plant come into full bloom and enjoy its beauty. A panel of expert judges already voted Newborn Rhododendron the Ghent Flower Show’s Favourite.

A true plant lover will transplant this plant to a bigger pot filed with rhododendron soil after it has finished flowering. It will thrive equally well in your garden and on your terrace. Once the newborn has reached the toddler stage, it can be planted in the garden. Don’t forget to add some rhododendron soil to the plant hole - just like any other toddler, this plant still has a lot of growing to do!

Newborn is a easy to grow and will retain its lush green foliage throughout the year.

It will produce more beautiful flowers each year, while never becoming too big for today’s smaller gardens.

This newborn Rhododendron is also a unique and ecologically friendly gift for the parents of a newborn baby. They will be able to watch the plant grow alongside their baby! Not only that, this plant is an ideal gift to present to your newborn baby’s visitors. Kept in a cool spot, they will think of your little one every time they see the lush green leaves of this lovely plant! Write your baby’s birth date on the card included with the plant so that they will never forget your baby’s name and birth date! |||

For more information please visit www.wuloplant.be

The Netherlands

Armada and Kolster join forces in Phlox breeding and sales Armada Young Plants B.V, from De Lier last month announced a strategic partnership with Kolster B.V. from Boskoop to jointly market Kolster’s line of Phlox paniculata.

Kolster will intensify its breeding work whereas Armada will take care of marketing and sales. Kolster will focus its breeding activities on beautiful, hassle-free Phlox for cut flower and potted plant production and hopes to add new, exiting colours to the already existing range of Phloxes. |||

For more information please visit www.armadayoungplants.nl

May 2016 | www.FloraCultureInternational.com

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10

World News

Austria Austrian flower industry gears up for Mother’s Day Working together with its member florists the Flower Council of Austria discussed the key trends that mark this year’s Mother’s Day flower trends. Soft pink is the firm favorite for Mother’s Day flowers but bold colour combinations in vivid red and purple are also set to wow Austrian mums.

Together with Valentine's Day, Easter and end-of-year holidays, Mother's Day is among one of the four major floral holidays worldwide. And Austria is no exception. Austrians celebrate Mother’s Day on Sunday, May 8, 2016 and the outlook is rosy. "There is hardly any other product that can compete with flowers when it comes to expressing love, gratitude, appreciation and admiration," said Flower Council of Austria vice chairman Emil Steffek. "From romantic flower bouquets, colourful annuals to long living perennials, this year’s Mother’s Day flower trends will undoubtingly inspire many florists when purchasing their Mother Day flowers at their local wholesaler."

Colour groupings in yellow, cream, olive and mint are hot this year in Austria. Typical spring flowers combined with Mediterranean and herbal bouquet fillers such as olive branches, fennel or thymus are the perfect fit for the green-yellow theme. Also popular this year are yellow roses, chrysanthemums, ranunculus, rosemary, lemon and Lisianthus, all coming in matching shades.

According to market research, Austrians are among Europe’s biggest spenders when it comes to Mother’s Day flowers. According to the Flower Council of Austria over 60% of the flowers and plants sold in the days leading up to Mother’s Day are grown at home

with roses being the firm favourite of mums across Austria. In second place come mixed and multi-coloured bouquets including lilies, cut hydrangeas, lily of the valley or Forget Me Not. Often spotted in bouquets also are Callas, Matthiola and Antirrhinum.

In potted plants Hydrangea – in a wide variety of colours- are already set to seduce Austrian moms. Garden plants equally delight mums and the choice is endless. "For garden lovers, for example, garden roses, begonias, gardenias or fuchsias make the perfect gift, preferably sold with expert advice from the florist," said Steffek.

Riding the wave of popularity are tropical houseplants such as orchids, heliconia or calla, while patio plants such as citrus, oleander and olive provide for the right holiday feelings on each terrace "

Austria’s florist and wholesalers strive to be a socially responsible business with 250 Austrian flower wholesalers and florists having earned the Fair Flowers Fair Plant label FFP - "Fair Flowers Fair Plants, give consumers the guarantee that purchased flowers are grown according to the highest environmental and social standards. I am delighted that our specialist companies put such effort in making their flowers and plants more ethically than others,” said Steffek.

Since 1924, Mother's Day in Austria is celebrated on the second Sunday in May. Marianne Hainisch, the mother of the Bundes President at that time, was a strong advocate of this tradition, which originally comes from the United States where Mother’s Day was first launched in 1907. |||

The Netherlands

Beekenkamp Plants starts construction of new greenhouses Ornamental plant breeder and propagator Beekenkamp Plants from Maasdijk, The Netherlands has kicked off construction of new greenhouses and offices in ‘s-Gravenzande, the Netherlands.

A new company establishment will be created on this plot of 15ha, and will be completed in 2 phases. The first phase will cover 6ha of glasshouses and offices. This will be ready mid October 2016.

www.FloraCultureInternational.com | May 2016

Due to the growth of vegetable and ornamental plant sales both nationally and internationally, there is the requirement of extra, high quality propagation space. The new greenhouses will be equipped with

concrete floors, 6.000 lux of assimilation lighting and insect screens.

The entire project is carried out to the highest hygiene protocols such as GSPP. |||

The Netherlands

Dutch book store starts selling flowers and plants Dutch book retail chain Bruna has announced they will add fresh cut flowers and pot plants to their existing product portfolio of gift items. The pilot programme of selling ornamentals in Bruna’s brick and mortar stores as well as their online shop will begin immediately. Promoting farm-fresh flowers, the book store emphasises that each order is delivered from the farm straight to the customer’s door.

To keep this promise Bruna has partnered with Category Captain Grower to Consumer, member growers of Royal FloraHolland and postal services such as Post NL and Chrysal. Customers can place their floral orders either online or in one of the 15 pilot Bruna shops out of an existing 375 Bruna shops nationwide, which will launch the pilot programme.

Customers will be able to search existing floral offers via interactive kiosks in the pilot shops. Colourful mixed bouquets, exclusive roses or a basket filled with pot plant sell for €19,95 which includes shipping costs.

The expectations for Bruna’s new service are high.

CEO Fred Zeegers said, “We always try to differentiate ourselves with new products and services and this new flower delivery service is just another example of our fast-forward thinking business strategy.”

Zeegers agrees that their core business will remain books but sees possibilities in the gift market. “With this new initiative we can reap the benefits of omnichannel shopping, providing customers with an integrated shopping experience. As such we are delighted to have well-respected partners on board. Category Captain Grower to Consumer is responsible for the back office - Post NL’s primary task is distribution while Royal FloraHolland will bring in value knowledge in terms of available assortments and product specifications.

Lucas Vos, director of Royal FloraHolland said, “Any initiative that invites consumers to buy more flowers and plants can count on our support. We will be delighted if this new type of distribution channel will make our products more easily available for consumers.” |||

The Netherlands

Fern king Vitro Plus celebrates its Silver Jubilee Dutch fern breeder and propagator Vitroplus last month announced it is marking its 25th anniversary this year.

What once started in a tiny attic office, has blossomed into a world company selling more than 22 million ferns annually. Vitro Plus is thrilled and proud of their achievement.

“Initially, we weren’t planning to becoming the biggest company, but only the best,” said the company’s John Bijl and Ard Stoutjesdijk.

The company would like to celebrate its 25th anniversary with as many of its customers as possible. As such, the first celebration will be held at The Greater Columbus Convention Center in Ohio, during Cultivate’ 16. The Netherlands Ambassador to the United States of America, Henne Schuwer will open the event

(foreseen), followed by presentations on ”The (R)evolution of ferns”, “Ferns; do’s and don’ts” and a final contribution by Mr Hans Westerduin, on green walls and paintings.

The second celebration will be held at Vitro Plus in The Netherlands, de Roterij 26, 4328 BA in BurghHaamstede, on Friday September 23.

Vitro Plus would like to welcome all its customers for a toast. Please notify if you would like to attend this occasion before September 1. 2016. ellen@vitroplus.nl |||

For more information please visit www.wuloplant.be

Vietnam

Hasfarm Young Plants earns MPS certification As the first young plant propagator in Vietnam and one of the very few in Asia, Hasfarm Young Plants is proud to have obtained the MPS certification.

Hasfarm Young Plants is the young plant division of Dalat Hasfarm and is a leading propagator with exports to Europe, North America and increasingly to other Asian countries.

In 2015, Hasfarm Young Plants produced over 250M cuttings and is the largest independent young plant producer in Asia. Apart from Vietnam, the Hasfarm Group has a production

location in Kunming, China. According to Torben Pedersen, “The MPS Certification shows our commitment to sustainability and our goal to better serve our customers.” Hasfarm Young Plants will be present at the IPM in Beijing on May 11 to 13. |||

May 2016 | www.FloraCultureInternational.com

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12

World News The Netherlands

European consumption of houseplants and flowers is growing The total consumption of houseplants and flowers in Europe increased in 2015 by 0.5% to €32.4 billion.

Japan Flowers prove popular at Japan’s O-higan celebrations Sales of fresh cut flowers across Japan were particularly strong during Japan’s O-higan celebrations, according to the country’s largest flower auction OTA, based in Tokyo.

Speaking to FloraCulture International last month, OTA executive manager Mr Ryoji Kato said that prices were good, maybe ‘too good’.

O-higan, literally translates as ‘the other shore or enlightment’ and special services are conducted for a period of one week during the Spring equinox. “O-higan is one of the peak shopping times to buy flowers when Buddhists all over the country flock to graveyards to pay their respects to relatives and loved ones who have died,” said Kato.

He added, “This year the O-higan celebrations ran from March 17-23 with demand exceeding supply. There has even been a shortage with a number of products, including Chrysanthemum, Iris, Limonium, carnations, and Eustoma, flowers that prove particularly popular for O-higan celebrations. Almost all flower auctions were happy with the rise in prices, but felt also somewhat sorry to disappoint consumers as they were unable to supply enough

flowers for a stable price,” said Kato.

O-higan is a quintessential Buddhism event, but mostly known inside Japan as Japanese traditionally have an animistic belief that the souls of the dead continue to live and should therefore be worshiped.

The idea is that we stand on ‘this shore’ (of suffering and ignorance) when there’s a possibility to cross over to the shore of enlightment. The distance between ‘that shore‘ and ‘this shore‘ becomes closest on Equinox days.

During O-higan Japanese deck the graveyards from ancestors and family altars with flowers.

For that mostly pure white flowers are used. Kato said that in the run up to O-higan, the auction is extremely busy in servicing bouquet makers.

“Because people usually purchase take-away Ohigan bouquets at supermarkets.

Before O-higan auction reps and bouquet makers frequently sit around the table to discuss the compositions of O-higan bouquets.” |||

www.FloraCultureInternational.com | May 2016

Regarding European consumption, 2014 was a good year with growth of around 4%. Although the growth was not as strong in 2015, the trend clearly continued.

Strong growth was seen especially in the Netherlands and the UK. The UK is the leader with 20% improvement compared to 2014.

This growth must be seen in perspective as the English pound strengthened in value against the euro (appreciation). The pound's value increased 8% in 2015, leading to a directly proportional increase in consumption. The relatively expensive pound made importing from Europe cheaper.

The other 12% can be ascribed to the increased export. Analysis has shown that for every pence (one-hundredth of a pound) increase of the pound, exports rise by roughly 1.6%. Other countries doing well include the Netherlands, Portugal, Poland and Turkey.

Among those with falling figures, the €328 million decrease in Germany is striking; it's a drop of 4.6% compared with the pre­vious year. Possible causes include a shift in sales channels

from the florist to the cheaper discounters and a different consumer spending pattern.

Russia was also weathering storms with a drop of 11%.

The major reason for the Russian decline is the lower value (depreciation) of the ruble. Other countries showing negative growth are Italy, France and Belgium.

The ‘share of wallet‘ - the proportion of the disposable income that the consumer spends on houseplants and flowers - rose again in 2015 for the core countries of the Netherlands and the UK. This rise is an indication that consumers are becoming more willing to buy. Germany, however, has been showing a consistently negative trend even though the disposable income there has risen. The long-term trend for France is remaining relatively constant.

For each of the countries mentioned above, Royal FloraHolland has prepared up-to-date market information reports with detailed insights that will help you make better business decisions. |||

Would you like to know more?

Please contact Customer Services

United States

Independent Plant Breeders Conference 2016 Biennial Meeting’ Presented by The Morton Arboretum, Ball Horticultural Company, and Star Roses, the 2016 Independent Plant Breeders Conference will bring together ornamental plant breeders, horticulture marketing experts, and gardening brands from October 6 to 9 to connect face to face and share information to get new plants into the industry.

The conference provides budding and well-practiced plant breeders the opportunity to learn from other experts and peers in the field. Discover new techniques, how to protect your intellectual property rights, and soak up some inspiration for your next breeding season.

Lectures will take place Friday and Saturday at The Morton Arboretum’s Thornhill campus with a full day of tours on Sunday stopping at the Chicago Botanic Garden and nurseries in the Chicagoland area. Please join in on a welcome reception of hors d'oeuvres and beverages the evening of Thursday October 6 and a Keynote Dinner and reception at Ball Horticultural Company on the night of Friday October 7. Registration includes lunches all three days of the conference, admittance to the welcome reception the night of October 6, the Keynote Dinner on the 7, and the bus tour on Sunday October 9.

Announced as keynote speaker is Anna Ball, owner of Ball Horticultural Company.

The conference hotel is the Hyatt Lisle in Lisle Illinois. |||

For more information please visit www.mortonarb.org/courses/independent-plant-breedersconference-2016-biennial-meeting

14

China The 2016 Tangshan International Horticultural Exposition will run until 16 October 2016, in Tangshan, China.

Coinciding with the 40th anniversary of the Tangshan Earthquake, the expo aims at highlighting the vital role of greening cities.

The horticultural expo is also an attempt to improve the image of one of China’s largest steel producing, and often smog-chokedcities.

A partial shutdown of Tangshan’s steel mills may fill the air with long forgotten floral scents.

by Ron van der Ploeg

Floral scents back in smog-choked steel city M

r. Xie Guilin, Director of the Tangshan 2016 Exposition Executive Office and Deputy Secretary General of Tangshan’s Municipal People Government expects the exposition to accelerate economic transition, improve people’s livelihood, make the city greener and improve the quality of life for the 7 million people who live and work in this heavily industrialised powerhouse.

Coinciding with the 40th anniversary of the Tangshan Earthquake, one of the most-devastating earthquakes of the 20th century which claimed 250,000 lives, Tangshan Exposition will showcase to the world “the spirit of the heroic Tangshan people fighting against natural disasters and the great achievements of reconstruction during the 40 years after the earthquake”.

What’s more is that Tangshan’s leaders have vowed to restore the city’s tarnished image. Tangshan is a city that, after experiencing one of the most-horrific natural disas-

An ideal place for relaxation Located in the east of Hebei province, Tangshan neighbors Qinhuangdao in the east and Tianjin in the west, and borders the Bohai Sea in the south and Chengde in the north, covering a total area of 13472 km2.

The urban area of Tangshan city is 154 km from Beijing in the northwest, 108 km from Tianjin in the southwest and 125 km from Qinhuangdao in the east.

Tangshan is a hot spot for tourists. The geological layout depicted by the Yanshan Mountains and Bohai Sea, diversified landforms and unique local history and culture create various tourist resources. The Great Wall section in the northern area showcases the glamour of the Great Wall in the Ming Dynasty. The East Qing Tombs is largest existing royal mausoleum in China with the most complete structure. The southern coastal area integrates sea shores and island, making it an ideal place for relaxation.

www.FloraCultureInternational.com | May 2016

Opening ceremony.

ters imaginable in 1976, quickly rose from its ashes and rebuilt the city with the help of the increasing worldwide demand for steel.

The resource-driven city is now accelerating the process of social, economic and environmental transformations, and the Exposition offers the perfect opportunity to show the world that Tangshan is on its way to become an attractive tourist

city with a scenic coastline and lush green vegetation. The Exposition will also serve as a platform for foreign investment and cooperation.

According to show organisers, the Exposition will help Tangshan to become an ever better place to live; by giving it a brand new and much greener outlook. The goal is to create a ‘beautiful city where harmony and prosperity rule supreme’.

and ecological restoration. AIPH approval also means that we greatly promote the development of the local horticultural industry as a whole.”

Chinese horticulture

A great day out

The Exposition covers an area of 2,260 hectares and expects to host over 5 million visitors. When asked about the main themes of the expo, Guilin said, “The overall theme is ‘City and Nature, Phoenix Nirvana’ with a focus on new gardening trends, environmental protection, a low-carbon lifestyle and a harmonious coexistence between humans and nature.”

The six-month event will make for a perfect day outing. “There are eight major pavilions - Domestic Pavilion, Overseas Pavilion, Horticulturists’ Pavilion, Lowcarbon Lifestyle Pavilion, Youth Exposition Pavilion, Ecological Science & Education Pavilion, Industrial Innovation Pavilion and Botanical Pavilion - built along an axis with many scenic spots such as the DanFengChaoYang Square, the Water Theater, the Barge Quay, the Flower Corridor, the Rainbow Bridge, the Three-Dimensional Flower Street, the Skybridge, the Low-carbon Garden and the Dragon Hill,” said Guilin.

Competitions

Aside from beautiful scenes, the Exposition will host a multitude of competitions. “The International Chinese Rose Competition takes place this month. Also on the programme are the China - Central and Eastern European Countries Local Leaders’ Meetings , the International Flower Border Landscapes Competition and the International Trade Fair that will be held in June,” said Guilin. He continued, “The 40th anniversary of Tangshan Earthquake, the Grand Flower Show and the China Cup Flower Arrangement Competition will be held in July. One month later it

The Exposition will host10 international gardens built by countries with a competitive ornamental horticulture industry such as the Netherlands and the UK,” said Guilin. He added, “The planning and construction of the Exposition contributes to the urbaninfrastructure of Tangshan city.

The Exposition will also help to safeguard environmental and social conditions and boost clean and modern production technologies.

There is also an educational role, as the Exposition will promote an ecological lifestyle and urban greening projects.”

The estimated 5 million people expected to attend equal two thirds of the total population in Tangshan city. Such an amount of tourists will offer new opportunities for the development of tourism and public transportation companies in Tangshan and will boost the city’s transformation. The event will offer a sound opportunity for the world to evaluate the 40 years’ achievements of Tangshan after the earthquake and will provide an important stage for Tangshan to demonstrate its new image.” |||

will be time for the International Orchid Show. The China Golden Rooster and Hundred Flowers Film Festival and the International Chrysanthemum Competition will be held in September with one of the key events, the China-LAC Business Summit, to conclude the Exposition in October.”

Highlights of the show include the Horticulturists’ Pavilion where six well-known, top designers will host floral design shows and the Botanical Pavilion that displays a rich collection of 3000 plants. The Low-Carbon Lifestyle Pavilion and the Ecological Science & Education Pavilion demonstrate the importance of ecological restoration in urban environments while the Industrial Innovation Pavilion and the Youth Expo Pavilion demonstrate the inheritance of cultural and vitality of originality.

AIPH

The Exposition 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. As such the event has been granted AIPH (International Association of Horticulture Producers) approval.

“AIPH awards special persons and organizations in horticultural research and promotion and who play an important role in organising conferences and exhibitions.

AIPH represents the highest level of horticulture and their approval means a lot. It not only recognizes the role we play in bringing economy and culture together, but Tangshan’s achievements in terms of environmental improvement

Nine-hole bridge.

For more information please visit www.tangshanexpo2016.com

May 2016 | www.FloraCultureInternational.com

15

Consumer Flower consumption is becoming stagnant in most developed markets, or is even decreasing. This has many analysts questioning the way we are mass marketing products, while the end consumer is looking for convenience, creativity, experience and a reliable local supply. To address the issue within the market a multitude of initiatives have been launched, be it through local sales or using the new perspectives offered by digital applications.

In the United States, industry veterans Jim and Sue Roberts are launching the NEW DAY CONCEPT, which aims at boosting flower sales in supermarkets.

by Marie Françoise Petitjean

16

US retailing: Improve experience through cro FloraCulture International: What was the idea leading you to develop a new flower marketing concept?

Jim Roberts: “Since the late 1970s, it has been our assumption that the retailing of cut flowers would undergo significant changes driven by bigger main stream supply, lower prices and consumer hunger for information. We believed, and still do, that the traditional way of retailing would lose market share at the benefit of more convenient and creative flower retailing. Based on our long experience in the flower business, we decided to develop a new concept addressing consumers' expectations, supported by connected information technologies.”

Can you tell us more about the concept?

“NEW DAY CONCEPT combines a refrigerated in-store flower display, a digital kiosk to give ideas and assist the customer in making his (her) bouquet and ‘easy arrange’ containers. This ‘allin-one’ concept renews the contact that the consumer will have with flower arrangements : he or she can choose to elaborate their bouquets from home through the digital applications (cell phone, tablet or computer) and pick-up in store, or make bouquets from existing in-store displays, while supported by a digital kiosk and easy arrange containers. Quality is also key in

US floral purchases It is estimated that flower purchase in the US rank between USD 7 and 8 billion. According to the Association of Floral Importers of Florida. (AFIF), the market is still growing, but with an increased pressure on prices and margins. Mass marketers rank first in flower purchases volumes, but the biggest part of the sales value is generated through traditional shops and online sales.

www.FloraCultureInternational.com | May 2016

The Roberts believe that display quality and attractiveness is key to stimulate impulse purchase.

the process, thanks to the refrigerated display.”

How does the digital tutorial work? Does it propose standard bouquets or suggest appropriate flower combinations? Are tutorials enough to avoid a disappointing result?

“The customization program will suggest standard arrangements, with options to change one flower from another available in the display. Remote orders will also be possible with a one-day delivery time, or seven days for more unusual flowers. Once an order is placed, tracking information will be sent to the recipients when the package arrives at the selected supermarket.

We believe this customization program will greatly improve customers' experience.”

With the ‘Do it for me’ trend, do you think consumers are ready to spend some time making their own bouquet while making their grocery purchase?

“Living an experience is also a big trend. We think that display

James and Sue Roberts

customers’ oss-channel concept quality and attractiveness are key to stimulate impulse purchase.

The bouquet tutorial makes it easy to make a standard bouquet and suggest more customized arrangements. Those who have little time can also use the click and collect option.”

How will you build your suppliers' network with quality and accredited farms?

“My wife Sue and I have the unique experience of working in all areas of the flower business for most of our adult lives. Our vast knowledge of growing and importing puts us in a unique position to locate the best farms from around the world. We will begin with known farms that have high quality. Others will be added after being vetted by our farm coordinating team.”

You told us the concept was now ready for in-store implementation. Which feed-back did you get from potential partners?

“NEW DAY CONCEPT is now ready for implementation and we are confident about the concept, since it addresses most of consumers' expectations and creates a unique buying experience.

This should push retail stores to adopt it. As of today, most of our contacts are still reluctant to invest in our vision for disrupting cut flower marketing. I have no doubt

that consumers support will help change this in the near future. With persistence and patience, we believe our many years of hard work and study will bring results.”

At last year’s World Expo in Milan, COOP Italia was presenting their vision of the supermarket of the future1.

How do you see future developments for flowers and plants?

“New ICT (information and communications technology) applications are revolutionizing consumers' purchase habits. Most companies in the flower business know this, but are slow to act. If we do not want that flowers be excluded from this movement, we have no choice than to catch up to restore attractiveness and value of flowers and plants.” |||

Typical supermarket display.

1

For more information: gchoice@bellsouth.net www.newdayflowers.com https://vimeo.com/140114967

h ttps://www.youtube.com/watch?v=8eumk2PA8W0 http://www.essentialretail.com/news/article/55c1ce6c41ebein-pictures-italian-coop-offers-glimpse-of-grocerys-future

Unique experiences James and Sue Roberts have the unique experience of working in all areas of the flower business for most of their adult lives. Their experience date back to 1964 in the case of James and 1967 for Sue. Both were growing roses in the state of New Hampshire.

In 1984 through 1986, the couple launched their first attempt at providing a “bucket shop” type marketplace. This stand-alone outlet in St Louis, Missouri was to provide an opportunity for consumers to purchase flowers conveniently and arrange them at their offices and homes. Although the effort failed, a tremendous amount of information was gained by operating this first prototype store.

The Roberts went on to other growing, importing and marketing opportunities in Jamaica, West Indies and Miami. The dream of creating a new buying experience for flowers has always been in their minds.

In 1991, they approached Sam’s Club (Wal-Mart) with a proposal to open a test market in one of their clubs. Sam’s Club agreed and a market was opened in the Ft. Myers store. This store was more successful than the stand alone store in St. Louis but was closed in 2 years due to internal politics of Sam’s Club. Again, Sue and James gained a tremendous amount of real experience from this venture.

From these two marketing attempts, the life-long experiences and today’s digital technology, the Roberts have come up with the New Day flower flower buying experience.

Floraculture International will continue reporting on “out of the box” initiatives worldwide. Do not hesitate to send us your own experience! ron@floracultureinternational.com mf.petitjean@orange.fr

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2016

Interview

Auctions around the world

From wall flower to wall street flower It is now quickly dawning upon the world’s largest flower auction that their once exclusive domain is being rapidly disrupted by the internet, decreasing clock sales, direct shipping and globalization: all changing customer habits. FCI sat down with Royal FloraHolland CEO Lucas Vos to get the full story. In this first episode Vos touches down on the auction’s new business strategy while emphasizing the need for product branding.

by Ron van der Ploeg

S

imply put, no longer is it enough for the more than a century old institution to play merely a mediation role, bringing suppliers and buyers together to determine prices. Its physical auction rooms are emptying at a rapid pace and in today’s highly competitive industry the auction faces increasing pressure to justify its worth in the new-look flower world.

Now is the time for the auction to evolve into a full service market and meeting place - with the most stable, best possible price at the lowest cost, and well-oiled, efficient logistics - and into an international platform for the exchange of market data and research findings.

The groundwork for the Royal FloraHolland Academy is already laid.

Soon after his appointment as the auction’s new CEO on January 1st 2014 it became clear to 48-year old Lucas Vos that he was not a person to make distant observations and he was quick to come down from the ivory tower to interact directly with the community to help growers and customers alike manage the new, constantly changing paradigm of worldwide flower trading 2.0. In spreading his message, Vos takes a pro-active role in marketing the company, using his social talents. He appears in videos on Royal FloraHolland’s YouTube channel, giving a growing group of dedicated followers of his vlogs regular business updates.

Vlogger Vos’ mission for the YouTube channel seems to be clearly stated. In a relaxed, personal style he appears committed to inform, educate and announce who Royal FloraHolland are as a group of people.

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ver the past few months, grower members, buyers and auction workers have been regularly updated about the five programmes embedded in RFH’s new business strategy: Improving Together, Consumer, The New Auctioning, WFE, Cooperative 2020 and FLOW. More recently, Vos questioned whether the auction’s new business strategy for 2020 moves at a fast enough pace to really make a significant difference.

Critical voices say that debate over all the dossiers and programmes is being used to deflect from making real decisions. Vos only partially agrees. “The process is very lengthy indeed, but is also part of what has made us so strong: the voice of our members, including big members and the smaller ones.

Actually the smaller ones depend more on us these days than the big ones do. I disagree that the process is being used to deflect from making real decisions. I am trying to find the right balance.

First, we need to take people along, but there comes a moment in time when we need to start making decisions. The first decisions are about the cooperative’s financing,

and hopefully we can present a good result at the upcoming GMM in June. The next decision to follow pretty soon is regarding the New Auctioning: a flower auction 2.0 which will be dramatically different from what we have today. The good thing about these discussions is that members have now also come to the conclusion that the way the auction process is carried out today is just not sustainable. It is not modern, and people realize that the physical auction halls will disappear. This doesn’t mean that the clock will automatically disappear, but it will move entirely into the cloud. I feel that my growers are now supporting our ideas. That’s good, and I need to use that momentum.”

THERE IS NO ESCAPE FROM THE DISSECTING KNIFE When asked about job number one, the real decisions and their time frame, Vos says that his company most urgently needs to undergo ‘an open heart surgery’.

He calls for calm; the situation is not life threatening, but there is no escape from the dissecting knife.

“Currently the auction hosts 38 auction clocks. How will they look in the future, will they purely be located in the cloud, will all three

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Enforcement

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2016

Interview

Auctions around the world option for the auction’s CEO. “We have teamed up with FlowerFactor owned by Dutch floral arranger Pim van den Akker, who runs a programme for 7 to 8-year old children to teach them about the benefits of flowers and plants.

Meanwhile, we have jumped on the new urban lifestyle bandwagon by launching letitgrow.org, an online platform that provides an environment purposely designed for (horticultural) entrepreneurs, artists, companies and consumers.

It concentrates on actions Royal FloraHolland can take to help build healthy, sustainable and liveable cities. All these initiatives require funding and because they are new they also bring along a certain amount of risk.”

T export locations continue to have a clock? All these key questions force us to take a stand this year.”

Something that is at the forefront of most grower’s minds is that transactions are becoming increasingly smaller. Most of them are now below €100, which means that logistical costs per transaction are increasing tremendously.

According to Vos this is becoming pretty much of a burden for his growers. Not only in terms of clock business, but also for direct trade flows. “The most pressing issue is that of finding our way back to the consumer, and to really start being effective. We are now all in agreement that we have lost the consumer,” Vos says.

W

orking on a multitude of programmes with big names sounds impressive, however isn’t there a risk of losing sight of the two long term strategic goals: better margins for member growers and their customers, and a 20% increase in expenditure on cut flowers and plants in Europe?

“I repeat these goals nearly every day. It almost feels like a prayer!

he fact that the auction’s customers greenlighted the joint funding (production and trade) of floral promotion last year is a step into the right direction. But no more than that.

“Because €14 million is really not enough money to make the difference. What it really boils down to is branding. Consumers have many retail and product options at their fingertips, but the choice is limited or none if they are looking for a specific trustworthy brand that conjures up images of long shelf life and eco-friendliness.

Here the industry is to blame for having created indifference among consumers; much to the misfortune of my growers and their customers because there is much value in a good brand.”

Initially, when Vos entered this industry he was concerned that growing margins for his members would be to the detriment of the customers. But things turned out differently. “I soon discovered that a powerful brand allows my customers to add extra margins to their products. Actually they can go perfectly hand in hand.”

Vos ponders over the fact that in a country famed for its flowers, the initiatives in the field of Holland branding are so limited. “Pretty weird isn’t it? Despite the fact that the level of cooperation between my growers and customers is pretty

Better margins for our members and their customers is where the New Auctioning and Flow come in.

Speaking of more consumers buying more flowers, there is this group of emerging market consumers.

In China for example, the World Flower Exchange programme is progressing quite nicely. Following a series of operational trials, we have now embarked on a number of commercial shipments. In the bigger scheme of things it is still peanuts compared with what we do, with no more than 1500 bouquets being sold. But the lessons we can draw out of these exercises are really big. Our flowers prove popular with Chinese customers, who also discover that we are perfectly able to deliver them to their doorstep. But it is not just about China, we need to start looking at other markets as well.”

The second group comprises the already existing customer in Europe.

For all the market research, the big data, the in-house expertise and the actions being undertaken in different sales channels - florists, retail markets or new e-tailers - the auction has not yet found the right direction.

But sitting back and relaxing is no

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high, they haven’t been able to translate this into an all-compassing Holland brand that every consumer recognizes.”

Vos emphasized that all this doesn’t mean that Royal FloraHolland is working on its own brand.

“WHAT IT REALLY BOILS DOWN TO IS BRANDING” As part of the Royal FloraHolland 2020 strategy, Royal FloraHolland is relinquishing, as far as possible, activities conducted after the moment of purchase to the market. As such, the auction decided to withdraw from consumer brand Frederique’s Choice on January 1st 2015. A contradictio in terminis? “Our strategy literally states that we will not make a consumer brand but that doesn’t mean that we should not support growers to do so. The strategy dates back to 2014. I am constantly learning, and it becomes increasingly clear that consumer branding might actually be the field where the key to better margins for growers lies.”

Over the past two years, Vos has strongly advocated the use of the principles of the Lean Six Sigma; a data-driven method for achieving near perfect quality. Six Sigma analysis can focus on any element of production or service, and has a strong emphasis on statistical analysis in customer-oriented activities. But evaluating the impact of promotion is an extremely difficult task... “This is a very good point because I feel this is exactly what we haven’t been able to do. In the current situation, you have free riders; economic actors who avoid paying for public services. Our general response to this is: make it more our task, it’s our ambition to ensure good floral promotion thanks to the turnover of my growers will grow. Can I guarantee my growers that this free ride will disappear? No I can’t. Unless we build a typical Dutch brand and

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actively do something about it. So yes, the data is very difficult to generate if you stay generic, and there is always a sort of a leap of good faith when you do that. A lot of Dutch have grown up with the golden oldie slogan Bloemen houden van mensen (Flowers love people). But does it guarantee that they will buy flowers from my growers? No. This is something Royal FloraHolland can play with. But that’s just a step too far many stakeholders within our industry.”

V

GB and RFH have teamed up to develop a joint promotion strategy for 2017. Emotion, health and well-being should play a major role in the Flower Council of Holland’s future campaigns. “The key message should be that having flowers and plants is enjoyable. Important to take into account are the trends in the home décor industry and the question of how our products can benefit from these? To top it off, future campaigns should highlight that flowers and plants provide a convenient, hassle-free shopping experience at every stage of the customer journey”, Vos says.

He stresses the importance of teamwork that goes beyond the industry’s own supply chain. “I always use the examples of detergents with floral prints on their packaging. I am quite convinced that either Unilever or Procter and Gambler wouldn’t mind to be associated with Royal FloraHolland.

Provided that our flowers are produced in a proper manner.”

Speaking of promotion and the Flower Council of Holland, Vos proposes greater competition as a possible solution to address the challenge of providing solid marketing ideas, while improving quality and controlling costs. “I am very clear that greater competition is needed.

The Flower Council of Holland is doing good things, but they play in a competitive field. They need to show us that they are the best way in which we can spend our money. For me it is not a given that it is always the Flower Council who receives the money.”

In the meantime, Vos would be more than happy to move to a more voluntary levy system, including ROI measuring at the per campaign level.

“The challenge lies in proving my growers that if they pay me €8 million right now, I am using this amount of money to collect another €8 million elsewhere.”

Vos added that it is no secret that the costs of the auction are always considered too high, especially when growers and their customers start adding everything up: membership, promotional levy and logistical means.

Even so, the 0.4% levy is not under heavy fire. “But I am well aware that pain is being felt in relation to specific export markets. If today you’re exporting to Russia and you hear that the promotion levy is not used for Russia but for the UK, France and Germany, then things start getting painful.” |||

2016

Auctions around the world

GreenTech 2016 Advertorial

GreenTech (June 14-16) is the global meeting place for all professionals involved in horticulture technology in RAI Amsterdam, the Netherlands.

With over 350 international exhibitors including all market leaders and innovators, GreenTech focuses on the early stages of the horticulture chain and production issues relevant to growers of flowers and vegetables.

Innovation at its finest K

nowledge is power they say, and ensuring that knowledge and best practice is shared, is one of the driving forces behind the show. By visiting Amsterdam, you join horticulture industry professionals from around the world zooming in on all the technologies required for producing crops throughout the horticulture chain.

GreenTech turns the spotlight on innovations as well as proven-inpractice products, applications and solutions. All the technologies related to modern plant production will be on display, from seed to tomato or rose, ensuring professional flower and vegetable growers as well as manufacturers and suppliers from around the world gather in Amsterdam.

Themes that matter

Based upon close consultation with the horticulture and floriculture sectors, the organisers of GreenTech Amsterdam have established four connected themes for the event: Crops, Water, Energy and Biobased. Next to that the show includes a Vertical Farming Pavilion, a startup lane and Demo area for heavy equipment and machinery.

GreenTech Amsterdam 2016 launches the Crops Theatre, a 80 seat session theatre with a full focus

on crops optimization. In close cooperation with eight market leaders and innovators, GreenTech 2016 will offer growers state of the art tools, products and solutions to optimize their crop. Next to these innovations, the knowledge programme in the theatre is aimed at offering practical solutions to optimize any crop under any condition and circumstance.

Innovation is key

Innovation and excellence will be rewarded at GreenTech. All exhibitors are invited to enter their most innovative concepts, products and technologies to be judged by an independent, international jury.

The nominees and winners will be presented in the InnovationLAB, especially designed to be an inspiring environment where pioneering products and other revolutionary ideas are presented and discussed by exhibitors and visitors alike, and where knowledge and experiences in the field of horticulture innovation are shared freely. In the futuristic setting of the InnovationLAB, attendees will be able to

browse the details of all Innovation Awards short-listed submissions and winners on iPad tablets and evaluate the features and performance data that make them ground-breaking.

Secure free entrance now

Register now to secure a free entrance ticket to GreenTech 2016 in Amsterdam, the Netherlands.

Please use code GRT720001 to ensure free registration. ||| For more information and registration, please visit www.greentech.nl/amsterdam

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Turkey

Planting bulbs to reap a thousand and one rewards Istanbul, known as the ‘Gateway to the Orient’, hosted the 11th annual Tulip Festival from April 8-10. Once again Istanbul Metropolitan Municipality, Asyalale and Royal FloraHolland rolled out their impressive Tulip Carpet, shared heavily on social media, in Sultan Ahmed/Aya Sofia Square.

FCI travelled to one of the most magnificent cities in the world to find that behind the geometric pattern of the floral rug lies more than beauty.

The backstory includes perseverance, creativity and structure in what is one of the best strategies to boost a nation’s ornamental horticulture industry.

by Ron van der Ploeg

E

at your heart out Holland!

If you think that the Netherlands is the only country that excels in spring flower gardens, then it’s probably time to take a second look. Book a flight to Istanbul, but make sure you go during the city’s annual Tulip Festival in early April. Fly to Ataturk International airport, grab a taxi to the city centre and see that tulips are blooming practically everywhere, with all colours of the rainbow found along roadsides, parks and roundabouts.

“The end of gloom is the start of bloom”

It’s Saturday, April 9 and the US is warning its citizens of credible threats to tourist areas in Turkey, particularly in Istanbul and Antalya.

Korkut Yetgin, a 34-year old bulb farmer from Konya, Turkey is one of the driving forces behind the tulip carpet. He is sitting in the lobby of his hotel a few blocks away from Sulthanamet Square where after lengthy, late hours of work, the tulip mosaic lies glittering in the early morning sun.

One can see the relief on Korkut’s face that his client, the municipality of Istanbul, has not given in.

Instead, they warned citizens and tourists not to succumb to fear and gave the greenlight the carpet at the last minute albeit with a security presence.

“The end of gloom is the start of bloom,” Korkut says. “Consider this: last year, the flower carpet

The Yetgin brothers: Alp Erin (left) and Korkut.

was created at the same time and place with hotel prices starting at €120 in downtown Sultanahmet and occupancy rates averaging 80%. This year, the carpet was rolled out once again with bargain prices at €80 per night in the city centre and 40% hotel occupancy leading up to the event. In the end, the Tulip Festival boosted tourism from home and abroad, causing an influx of visitors in the city centre with prices of hotels and restaurants quickly rebounding closer to their previous level.”

Trojan tulips

His statement makes clear that for all the blooming beauty and the good intentions of the organisers, there is also an economic aspect and a piece of Trojan horse marketing cleverly woven into the carpet.

Korkut’s company, Asyalale, is the only commercial bulb farm in Turkey, founded by his father Ali Yetgin who back in 1998 added 15ha of greenhouses, packing sheds and bulb fields to his already existing 1000ha of sweet corn fields.

As a student, Korkut was ‘bitten by

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Turkey

A delegation of Dutch bulb experts attending the Tulip Event.

Pictured left to right are Arjan Rood, Ferdinand van Haaster, Peter van Haaster, Aad Rood, Razayama Kingma and Habib Kahraman.

the bulb bug’ when he worked four consecutive years on several bulb farms in Holland’s Big Five: the Stede Broec, Andijk, Wervershoof, Hoogkarspel and Venhuizen areas which are renowned for their sizeable bulb production.

He says he is impressed and inspired by the country’s dominant position in floriculture worldwide and its visionary entrepreneurs, highlighting Royal FloraHolland’s role. “The Dutch auction is one of our major business partners with whom we have teamed up to open the Turkish market’s huge potential. Royal FloraHolland can pride itself on over 100 years of experience in the flower business. The idea is to exchange knowledge and introduce Dutch companies to the unprecedented opportunities in Turkey’s ornamental horticulture industry. To date, Royal FloraHolland’s business mostly concentrates in Europe which has around 500 million inhabitants. Turkey already ranks 7th and 17th in the European and world economy respectively.

The city of Istanbul alone has a population of 17 million people, representing a mass consumer market. The country as a whole has 80 million people. As new markets expand to the 600 million people throughout Central Asia and the Middle East, the demand for flowers and ornamental plants is projected to double.”’

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Game changer

Korkut reflects on the many years of delay before Royal FloraHolland came on board.

“One year ago, we embarked on a three-year programme designed to share and promote opportunities for both Turkish and Dutch horticultural businesses. I have told programme director Monique Heemskerk many times that the auction should have come much earlier as Turkey has the potential of becoming a logistical hub between the East and the West, much more than Dubai had in the 1990’s.”

Reading between the lines, Korkut’s wishes to be a game changer, in the way that tulips are perceived in his country.

A collection of sources on Turkish history prove that interest in tulips was present in every part of society in the 16th, 17th and 18th centuries with over 2000 tulip varieties grown in the country. Slowly the tulip craze faded, but the flower has continued to provide inspiration for many objects adorning banknotes, crafts and ceramics. The tulip remains extremely popular incorporated into the logos of Turkish Airlines and the logo of the Ministry of Culture and Tourism remained an extremely popular motive. The sleek and styled tulip is anchored in Turkish culture, Korkut has made it his personal mission to bring this symbol back to life, not only in gardens but also in vases

and in floral arrangements. “After the Ottoman empire, Turks lost their floral traditions and it is our aim to bring them back.”

Fledgling retail industry

Korkut has set his sights on the country’s fledgling retail industry.

“Offering free tulips in parks and flower carpets is a way to get to the customer’s wallet. There is money, but it all boils down to changing customer behaviour. Sooner or later all Turkish supermarkets will start selling flowers. Not only are good campaigns needed, but breeders will also need to seek legal advice on how best to protect their Plant Breeders Rights. Growers and traders need help to overcome certain tariffs, taxes and trade restrictions.”

In a move to boost cut tulip sales at the retail level, Asyalale and longtime partner De Wit Bloembollen BV, one of the largest flower bulb forcing farms in North Holland producing over 42 million blooms

During the Tulip Festival, the Emirgan Park offers many romantic locations for wedding photography.

Istanbul Tulip Festival Now in its 11th year, the Istanbul Tulip Festival celebrates the tulip’s homecoming in their native country Turkey and has grown each year since its inception.

Visitors return year after year, snapping away with their cameras at the psychedelic blaze of colour.

It has become an extremely popular annual event held in association with the Metropolitan City of Istanbul, Istanbul Park Management, Asyalale, Istanbul Agac Co and Royal FloraHolland.

The Festival gives visitors the chance to lose themselves among the 30 million blooms artistically presented across no fewer than 13 parks such as Emirgan Park, Topkapi Park and Göztepe Park, roundabouts and road side plantations.

Each park holds stunning displays and visitors are treated to over 50 varieties from the vibrant red and purple coloured tulips near the Hagia Sofia and Sultan Ahmed mosques to the cream, white, pale golden yellow and apricot tulips in other blooming hotspots.

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

This year’s highlights included once again an impressive Tulip Carpet rolled out under the direction of Asyalale staff and Royal FloraHolland’s Petra de Munck and Jorrit Koeman who toiled until late at night to get the job done.

The carpet resembles the geometric patterns of Turkish rugs and was created from almost 550,000 tulips in four differently coloured varieties: Seadov (red), Yellow Flight, White Flight and Purple Flag.

The event is the brainchild of Istanbul’s mayor, Kadir Topbas, who is a real tulip aficionado. Also Istanbul Parks and Gardens Manager, Ihsan Simsek is a visionary entrepreneur when it comes to greening Istanbul city.

Istanbul’s Tulip Festival attracts huge crowds.

for mainly German supermarkets per year, teamed up to explore the profitability of retailing a mini bunch of five tulips in Migros stores. Asyalale offered the necessary land and greenhouses, De Wit supplied the bulbs and crop assistance (forcing tulips requires a great deal of care, expertise and knowledge) while Royal FloraHolland offered expertise and contacts through its extensive network of market and marketing specialists at home and abroad.

Though it is too early to reach a final conclusion, Korkut says that the trials started in December show that the Turkish market is not yet ready for high quantity impulse sales as seen in European supermarkets due to the fact that a floral tradition is still re-emerging.

“We will need several years to create market demand. As soon as impulse sales take off we will build a high volume production location in Konya to combine with import flowers from other countries for both the local market and re-export markets.”

Important lessons

Korkut believes that from his own retail experience with fresh cut tulips that important lessons can be drawn for Dutch growers. “If would encourage them to explore the opportunities in Turkey for selling potted plants in supermarkets. So far,

the majority of potted plants are imported with considerable tariffs and duties. Why not set up production locally and teach supermarkets how to drive impulse sales with the help of flower and plants? Turkish growers are not over-enthusiastic about product branding so there is of opportunity.”

When asked if the Dutch wholesale trade would be happy with increased local production he says, “The moment local production is professionalized, demand will increase for Dutch exporters.”

When approaching a new market, having a flagship product is essential to bring attention to the rest of the product portfolio.

“Once cut tulip sales are nicely progressing, other flowers and plants will naturally follow.”

Tulip sales are slowly increasing across the country. Does Korkut believe they are a get-rich crop? “No”, he answered. “Our sweet corn production is much more profitable. Here the sky is the limit. Even if we grow over 5000ha we will have no difficulty finding buyers. Tulips have the potential to become a get-rich crop if we succeed expanding the market. Sales over the past few years have been fine, but when compared over a longer period of time we prefer growing sweet corn or other industrial crops. We will see how to tulip markets evolves!” |||

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Ukraine Co-hosted by The Netherlands Enterprise Agency and the Embassy of the Kingdom of the Netherlands in Ukraine, the Ukraine-Netherlands Business Forum featured over 300 diplomats and business representatives from both countries.

Dutch floral wholesale could have benefited from free trade deal

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urope’s second-largest country is looking to regain its previous reputation as an agricultural powerhouse and is set to bolster its position in other highgrowth industries such as software engineering, infrastructure, aerospace and energy efficiency. On the eve of the Netherlands referendum of the EU- Ukraine deal, the Dutch minister for Foreign Trade and Development Cooperation underlined the importance of removing trade barriers between the EU and Ukraine, using as example the Dutch flower industry which will immediately benefit from the free trade deal.

Fostering economic partnerships

by Ron van der Ploeg

Last year, Ukraine business leaders and government officials embarked on a months-long journey across the world that took them from the United States to Canada and across several European countries, including The Netherlands, all for the sake of building a strong and prosperous Ukraine and fostering economic partnerships. A year later, the Ukraine-Netherlands Business Forum brought these conversations to the next level.

Upon arrival conference goers were greeted by young students from the Ukraine who were proudly waving their country’s blue and yellow flag outside the conference building. Wearing floral wreaths in their hair, this young generation of Ukrainians said that they are ready to peacefully fight for freedom, for a better life and a better future.

Their most-important victory of the day was achieved only thirty minutes later - inside the congress hall - where Dutch Minister Ploumen highlighted the Ukraine’s very diversified economy hosting many start-ups, mainly by young, very

www.FloraCultureInternational.com | May 2016

well educated people who ‘translate ideas into business opportunities’.

Reforms

‘Business opportunities’ was the buzzword for the remainder of the very well attended Forum. At the opening, the Ukrainian Minister of Finance, Natalie Jaresko underlined, in fluent English, the importance of spreading the message of successful reforms that have been achieved since what she dubbed the ‘Revolution of Dignity’.

“We have achieved more in the past 15 months than in the previous 25 years, stabilising the hryvnia currency and our banking system with 62 of the weakest banks being discarded,” said Jaresko.

Deflation

According to the Interfax-Ukraine news agency, consumer prices in February 2016 decreased by 0.4%, after rising by 0.9% in January and 0.7% in December. In annual terms (compared to the same period in 2015), this allowed the country to slow down inflation from 43.3% last year and 40.3% in January to 32.7%, the lowest level since February 2015.

“We have turned the corner and found our path to economic growth last year,” said Jaresko.

She highlighted the important steps the Ukrainian government has made in the past year toward investigat-

ing and prosecuting corruption at all levels, saying, “The plan of action includes three sets of things: eliminating the privileges and preference treatments of dignitaries, reducing corruption in tenders and the establishment of an anti-corruption bureau. Moreover, Ukraine has been the first country in the world to put its entire treasury online, while the national police is being reformed with new personnel with new values and is being paid according to western standards.”

Jaresko said that deep, structural reforms, once implemented will lead to more positive news on the Ukraine, urging conference goers to say ‘ja’ in the referendum on the EU-Ukraine association agreement planned for Wednesday April 6.

The trade paragraph of this agreement came provisionally effective on January 1 but will not enter fully into force until all 28 EU member states have ratified it.

By now, we know that at the referendum more than 60% of voters rejected a EU-Ukraine association agreement on closer policital and economic ties.

Important savings for Dutch flower exporters

Minister Ploumen explained why she will say yes to the EU-Ukraine

Happy Gardening

by Anthony Tesselaar

deal. ”The deal is important for the Netherlands as it will make business between the two countries easier and cheaper. Consider the Dutch flower industry. The free trade deal will eliminate the existing tariffs of up to 5 to 20% on floral exports within five years. The free trade deal is expected to save Dutch flower exporters annually €4.6 million in tariff duties.”

If everything goes to plan, the majority of flowers and plants exported from the Netherlands to the Ukraine, worth about €19 million last year, will become gradually duty free in Ukraine by 2021. That will fall to 0 per cent when the free trade agreement is fully implemented. All this bodes well for future exports that over the past few years have wilted dramatically. In 2009, the value of flower exports was €25 million, followed by a dramatic decrease of, in some case, over 60%. Adding to this decrease is the dramatic rise in import duties first announced in 2010 with the price of pot plants being doubled since then to cover these costs.

As such, a free trade agreement is good news for the 45 million population of Ukrainian consumers who will benefit from more affordable Dutch flowers, bulbs, seeds, trees, shrubs and pot plants.

Outside the box thinking

Natalya Mykolska, Deputy Minister of Economic Development, called for more ‘outside the box’ thinking. She asked that people forget about the usual facts and figures and consider the Ukraine also as a place to establish manufacturing plants, as a country owning plenty of free trade agreements with surrounding nations. “Come to our country and learn about the dynamic changes happening in the last emerging market within Europe,” Mykolska said.

Despite these achievements, Ukraine faces persistent challenges that undermine the country’s economic potential. At the forum, FMO (Entrepreneurial Development Bank) CEO and Dutch chairman Nanno Kleiterp gave valuable input to Ukrainian government officials about the conditions he believes are necessary to improve the investment climate in Ukraine.

“Looking back over the past 25 years, we see that the Dutch government ran an impressive investment programme in the Ukraine, worth €180 million, until 2008. Currently the value is €18 million due to a very volatile Ukrainian economy,” Kleiterp said adding some recommendations to Ukrainian government leaders present. “In a country where it is very difficult to find the right, reliable business partners, it is extremely important to be more transparent and efficient. Secondly, you must implement international accounting standards and international standards on auditing accounts if you want to attract more foreign investments.” |||

Look over your shoulder This is exactly what I do around this time of year. I look over my shoulder, at the year 2015 and the first months of 2016 just gone by. And I do this as part of a process of planning for the rest of the year ahead.

I firmly believe it’s one of the best ways to steer yourself into the future.

I sit down with a collection of various documents, my diary and a few other bits and pieces, and I slowly re-live the business of the past year. By doing this, I can see what I did and I can see how things went. It’s a brutally honest process that allows me to take stock of how my goals and plans actually did turn out. And while this process may seem an overkill – surely we all know what we expected and what the outcomes were – human nature tends to soften things. It’s too easy to allow hindsight to readjust the goals so that we can feel more complacent with the outcomes.

So I stick to my little routine and each year it gives me precious information.

It helps me to answer the first question which is: Do I want to so the same this year as we did in the last? It also begs further questions. Do we want to build on what happened in the past year and do things a little differently?

What could we do better? Did we set a plan in place and then slip off the rails during the year? Was there something – and often the smallest things can have a large impact – that made a big difference either in a positive or perhaps a negative way?

The obvious mistakes I’ve seen people make are obvious ones when you stop to think about it. Not thinking something through carefully, to find you later hit an obvious obstacle. Or putting some new programme in place and then, through inattention, to have everything slip back into the old, familiar groove. Or perhaps something new comes along to distract you and your attention and resources become spread too thinly. In fact, this is the most common problem because the allure of ‘the new’ can easily drag valuable resources away from what’s important and already in place.

Which explains this column’s somewhat startling image. Take another look at the person in the middle. Where I live, it’s not common to see someone walking down the street dressed like this. Walking through Amsterdam, it’s obviously less unusual to see a man dressed in woman’s underwear. Take a look at the other people in the image and you’ll see what I mean. They are all pressing on with the day’s business, thinking about the next thing they need to do. However this moment was such a new thing for me, that whatever I was thinking about was suddenly shut down by the distraction.

I don’t imagine that this is the type of distraction that would likely interfere with your capacity to lay sound plans the rest of the year ahead. I’m just recommending you be aware that any distraction can undo the best laid plans in your business.

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

May 2016 | www.FloraCultureInternational.com

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Keukenhof 2016 The tulip, celebrated every year at Keukenhof in worldbeating style, is a very big hitter indeed in the international cut flower trade. But the rose, featured there for six days as one of the nineteen flower shows that are a supporting attraction for visitors, far outranks the tulip as a cut flower.

Roses reign supreme T

he spirit of working together can be seen in Dutch growers’ support for the annual Rose Show at Keukenhof. The 20th Keukenhof Rose Show was held from April 14 to 19 with Painting in the Dutch Golden Age as its theme.

Much progress

Hosting the Meet & Greet for growers and buyers on Thursday evening April 14th was Cees Hageman from Dutch rose breeder De Ruiter Innovations. Hageman was particularly upbeat in his welcome address. He took a moment to step back and look at the progress the rose community has made since the birth of the Rose Show at Keukenhof’s Willem-Alexander Pavilion in 1996. “Over the years, Keukenhof has evolved from a primarily bulb flower focused show into one of the largest indoor and outdoor flower show, featuring the world’s premier flower growers, landscape designers and floral arrangers. The show continues to grow in popularity attracting over 1.5 million visitors last year.”

The flower wholesale was praised for supporting the event. Hageman thinks that taking the right approach from day one –the idea that every rose that reaches the end consumer represents the joint effort of a multitude of partners within

Award-winning Rosa ‘Bubblegum’.

www.FloraCultureInternational.com | May 2016

Sponsored by RosaHolland, a group of 14 ‘Red Naomi’ growers, this heart of 600 roses was among the show’s most photographed items.

the supply chain, sustained the rose business at large.

Media coverage

Building on the success of the 2015 Keukenhof Rose Show and Awards, when over 300 vases of flowers were entered, interest in this year’s show was far beyond expectations with over 400 vases being entered.

“In the past few years I had to ring the growers several times, resulting in an average of 10000 to 150000 stems being submitted to the show.

However, in the near future we might be running out of space as this year we saw a record of 30,000 stems on display.”

The strong interest among growers for this year’s show should not come as a surprise as it was previously announced that the crew the very popular garden show Rob’s Grote Tuinverbouwing would be taping parts of the Award and Opening Ceremony. This proves that TV is still by far considered the most effective (but most expensive) advertising medium.

But Hageman reminded his audience not to forget about the impact of the over 150,000 Keukenhof visitors over one single weekend with people just come flooding in.

Awards

The Keukenhof Rose Committee was delighted to welcome more than fifty Dutch growers as participants in the quality competition.

And although the area of production has fallen significantly in the last three years – by roughly 15% - the number of growers showing at Keukenhof has risen. However, Dutch growers and breeders operate in an international arena. A reminder is that at the show at least twenty foreign growers and breeders were exhibiting, too.

A panel of expert judges faced the daunting task of determining which stand and novelty will be crowned the best in show.

The jury, composed of chairman Cees Hageman, Rien van Hemert (Frescoflowers), Wim Olsthoorn (Royal FloraHolland), Erik Was-

Certifiable in California

by John Ingwersen

The lunatics are in charge...

Early on in my business career, I received a valuable bit of advice; namely, never respond to an email (or voicemail, or text for that matter) when you are angry. It’s always better to cool down first before you put a word to paper, lest you say something that you’ll regret later (usually within 25 nanoseconds of pressing the send button). Generally speaking, I’ve always followed this wisdom, and it’s saved me much face over the years.

Roses dipped in an artificial chocolate substance with a chocolate scent, smothered with dip pearls and hearts.

senaar (Royal FloraHolland), Aad van Luik (Porta Nova), Tom Meewisse (Meewisse Roses), Paul Holla (Peter Holla Roses BV), Barry Brockhoff (Brockhoff Rozen) and Frank Voorn (Voorn Rozen V.o.f.) was unanimous to recognise Rosa ‘Avalanche+’ from Meijer Roses with the title Best Dutchgrown Rose. The jury particularly praised the harvest being carried out at the right stage of flower development, the rose’s fancy looks and high consumer appeal.

Rosa ‘Dividend’ from the Kenya-based Ayana farm won the Import Rose category, receiving acclaim for its posh looks and uniform habit.

Being truly attention grabbers, the roses of VipRoses from grower Sassen were awarded the 2016 Keukenhof Trade Award.

There is no better showcase for Dutch roses than Keukenhof’s Rose Show.

Promotion of Dutch grown roses is more important than ever as the industry as a whole is going through very testing times. In 2014, the area down to roses in the Netherlands was 300ha, with a number of rose growers totaling 250. Only 15 years ago the area dedicated to cut roses in the Netherlands was 1000ha with a total of 900 growers. |||

What I’m learning tonight is that the same rule applies to writing a column…

I think I started this one with at least four different openings and ended up deleting them all. Hmmm, one might ask, what has this particular columnist so upset? After all, the economy is decent, it actually RAINED this year (i.e., the risk of severe drought has now been postponed by about 2-3 years), and Trump is running for president….oops, that last one was a typo, so sorry….

What California did that has me so upset is it raised the minimum wage to $15/hour, in stages over the next few years, arriving at $15 in 2022. And then…the geniuses who wrote the law indexed the minimum to inflation.

Ah, nothing like salt on an already open wound.

Hmmm. Hmmm. Harummph. Advocates of raising the minimum wage said that everyone deserves a living wage. Ok…yeah, that’s a great idea, conceptually(why not make it $30/$40/$50, hell, I deserve at least $100/ hour if burger flipper is worth $15). Aside from minor details like the costs of nearly everything increasing by about 20%, , thereby eating up most the wage ‘increase’, there’s the other minor issue that other states still have rational politicians (i.e. the public employee unions are not running those state governments), so they are retaining more rational levels of the minimum wage.

Ergo, business seeking to remain competitive will seek out lower labor costs, those generally not being in California.

Agriculture has a problem however…one cannot pick up and drop an agricultural/horticultural operation just anywhere. We’re a land and climatebased industry, and California’s don’t exist around every bend. In my case, it’s very simple. At this point I can be competitive against my competition in Florida, their labor and other cost savings being offset by higher transportation costs. But now, and totally economically irrationally, my costs are going to increase 25%. How do I compete with that? The simple answer is that I can’t, and nor can so many other producers across this state.

The ultimate irony is that the most severe threat to the existence of agriculture in California comes not from mother nature or the whims of economic fate, but the idiotic notions of people who never properly learned Newton’s law, i.e. for every action there is an equal and opposite reaction.

Anybody got access to job opening in North Korea?

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

May 2016 | www.FloraCultureInternational.com

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International Events May 2016

June 2016

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

2 to 6. Ireland Bloom Ireland, Phoenix Park, Dublin, 9am – 6pm www.bloominthepark.com

29 April to 16 October. China Tangshan International Horticultural Exposition 2016. www.tangshanexpo2016.com/ english/ www.aiph.org 5-8. United Kingdom RHS Malvern Spring Festival www.rhs.org.uk 11 to 12 May. Mexico Fresh Connections Mexico in León, Guanajuato, Mexico.

Tap into new business opportunities in Mexico and other global markets. Acquire solutions for increased operational productivity. www.pma.org 11 to 13. China 18th Hortiflorexpo IPM Beijing. www.hortiflorexpo.com 17-19 May. Australia Fresh Connections Australia and New Zealand in Brisbane, Australia.

Get direct access to the movers and shakers of the Australasian fresh fruit, vegetable and floral industry. Stay ahead of your competition with cuttingedge education on the latest technologies and global trends. www.pma.org 19-21. Azerbaijan Caspian Agro, the country’s largest agricultural trade show taking place at the Baku Expo Center from May 19-21.

T +99412 447 4774 F +99412 447 8558 caspianagro@ceo.az www.caspianagro.az 23-26. Spain II ISHS International Workshop on Floral Biology and S-Incompatibility in Fruit Species in Murcia, Spain. www.verticesur.es/congresos/ FBSI2016/ 24-28. United Kingdom RHS Chelsea Flower Show. www.rhs.org.uk

3 to 4. United Kingdom RHS London Rose Show. www.rhs.org.uk 7 to 10. The Netherlands Dutch Lily Days. www.dutchlilydays.com 8 to 10. Kenya International Floriculture Trade Expo (IFTEX). www.hpp.nl 14 to 16. The Netherlands GreenTech at the RAI convention centre in Amsterdam. www.greentech.nl 14-17. Germany/Netherlands 2016 Flower Trials. 49 Breeding companies in three regions present their latest innovations and future developments in pot and bedding plants. www.flowertrials.com 20 to 22. United States International Floriculture Expo, United Fresh, FMI Connect and Global Cold Chain Expo at the McCormick Place, Chicago. info@floriexpo.com www.floriexpo.com 21 to 22. United Kingdom HTA National Plant Show at Stoneleigh Park, Coventry, Warwickshire, CV82LZ, UK. T +44 118 9303132 F +44 118 9323453 enquiries@nationalplantshow.co.uk www.nationalplantshow.co.uk 22 to 24. Brazil 23rd Hortitec at the Holambra/ SP convention centre. www.hortitec.com.br 28 to 29. Israel Agro Mashov at the Israel Trade Fairs & Convention Center, Tel Aviv. www.agro.mashovgroup.net 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

www.FloraCultureInternational.com | May 2016

13-15. United States The 47th Annual Fleuroselect Convention, hosted by Ball/ PanAm will take place from 13 to 15 July in Naperville/Chicago, United States. www.fleuroselect.com 14 July. United States Fresh Connections: Floral Miami in Miami, Florida USA. Connect with familiar faces, form new relationships and stay on top of trends and discover new products and varieties important to the floral community. www.pma.com 17-18 August. South Africa Fresh Connections Southern Africa in Pretoria, South Africa.

Delve into the retail and supply chain trends – both global and local – that present exciting opportunities for Southern Africa. www.pma.com 18 August. Brazil Fresh Connections Brazil in São Paulo, Brazil.

Gain insight into innovative marketing strategies, local business practices, consumer and retail approaches for optimal profitability in Brazil. www.pma.com 20-24. United Kingdom RHS Flower Show Tatton Park, near Knutsford, Cheshire. www.rhs.org.uk 21 to 26. Switzerland International Garden Centre Association Congress in Zurich, Switzerland. Small country – plenty of variety. We invite you to get to know the fascinating variety that Swiss garden centres have to offer. www.igcc2016.ch 26 to 28. United States IGC East Show at the Baltimore Convention Centre. www.igcshow.com August 2016 16-18. United States IGC (Independent Garden Centre) Show at the Navy Pier in Chicago. www.igcshow.com 15-19. Malaysia 15th International Peat Congress.

"Peatland in Harmony Agriculture, Industry, Nature" Kuching, Malaysia. www.ipc2016.com 24 to 27. The Netherlands Plantarium, the leading international nursery trade fair. info@plantarium.nl www.plantarium.nl

25 to 27. United States Farwest Show at the Oregon Convention Centre, Portland, Oregon. With nearly 900 booth spaces, the Annual Farwest Show is your ticket to the nursery and retail garden centre industry. www.farwestshow.com September 2016 1 to 3. Poland 24th international trade exhibition Green is Life. www.greenislife.pl 1-4. Mexico Viverismo Flower and Garden Show at Conaplor, Cuautla, Mexico. info@guiaverdemexico.com 1-4. Iran Iran Horti Expo, Tehran. www.hpp.nl 8-11. The Netherlands National Summer Flower Show at the Oude Kerk in Naaldwijk, the Netherlands. This year’s combined theme is ‘Dutch Pride’ and ‘Cut Hydrangea’. info@nzbt.nl www.nzbt.nl 13 to 15. Russia FlowersExpo 2016, the 6th international FlowersExpo trade exhibition is set to take place at Crocus Expo in Moscow from September 13-15. mail@flowers-expo.ru www.flowers-expo.ru 14-16. Italy FloraTrade, international horticultural trade exhibition at Fiera Rimini, Rimini, Italy. www.floratrade.it 21 to 23. Italy Flormart. www.flormart.it 21 to 24. United States SAF Convention Maui 2016, www.safnow.org 21 to 24. United States Save the date: The 49th Annual Sylvia Cup Design Competition takes place on Sept. 24 during SAF Maui 2016, SAF's 132nd Annual Convention, Sept. 21-24, 2016, at the Ritz-Carlton Kapalua in Maui, Hawaii. www.safnow.org October 2016 5 to 7. France European Congress Hortis and World Urban Parks in Albi, France. www.hortis.fr

Argentina Now that the summer is over in Argentina companies in ornamental horticulture are less hesitant to develop new business plans.

FCI sat down with editor in chief of the nation’s sampled sentiments in the Argentine production and trade.

A doleful tango between devaluation and adverse weather A

ccording to a sizeable number of companies from within the sector, the shockwaves from Argentina’s peso devaluation in the early weeks of 2014 were still felt throughout 2015.

Last year, recovery seemed to be in the wings, but entrepreneurs were struggling with an inflation rate of around thirty percent, according to different sources.

However, it was reported that in previous years, with flower companies confronted with the same challenging business environment and an annual inflation rate of around 25 percent, businesses were still able to grow and achieve acceptable profit margins.

Strong market headwinds

by Ron van der Ploeg

(with special thanks to Veronica Lange)

Meanwhile, Argentina’s economy is unlikely to be smooth sailing anytime soon, as the country encounters again strong market headwinds since the new administration of President Mauricio Macri lifted restrictions on the buying of US dollars on December 17, 2015, a move that caused a 40 percent devaluation of the Argentine peso vis-à-vis the dollar. The price hikes were felt across the country.

The devaluation came in the middle of Argentine summer, traditionally

Flower wholesale in Buenos Aires.

Ornamental plants appeared to have become much more expensive for Argentine consumers.

a slow period in business with a record low in demand for fresh cut flowers, houseplants and nursery stock products. Luckily, Valentine’s Day and International Women’s Day provided growers somewhat of a ‘breathing space’. With the arrival of autumn and consumers turning less pessimistic things currently are getting back to normal.

Highlights

An absolute highlight of 2015 was the 36th National Congress for nursery stock producers which was held in conjunction with the 15th Profesional Exposition in Escobar from April 23-25, 2015. Rising costs and expenses were high on the agenda.

A few months later, (October 5-8) academics gathered in Bahia Blanca for the Argentine Congress on Horticulture which run parallel to the XVI Floriculture Days.

Co-organised by the industry body ASAHO, the Argentine association of horticulture, the event provided an excellent opportunity to network with prestigious national researchers, policymakers, consultants and companies involved in different areas and subjects related to Argentine horticulture. Conference topics

were the world’s botanical richness, advances in Alstroemeria growing, the protection of Argentina’s native orchids and the use of native species in the country’s semi-arid areas.

Dramatic rise in production costs

Commenting on the state of the Argentine industry Veronica Lange of the nation’s premier news source for ornamental horticulture, Economias & Viveros told FloraCulture International, “Soon after Mauricio Macri became our new president in December 2015, the Argentine Central Bank issued a 40% currency devaluation. Our flower and plant growers have been also challenged by a dramatic rise in production costs. Prices for electricity and gas for example went up quickly. All this resulted in a 10% price increase of ornamental plants and a decrease in cut flower prices, which are based on production costs and the balance between offer and demand respectively. Over the past 12 months, ornamental plant prices soared by approximately 35% as a results of all the different measures taken by the both the former and newly elected government.” |||

May 2016 | www.FloraCultureInternational.com

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

Agreements have been reached between Floraculture International and leading growers and trade associations 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.

Partners of FloraCulture International

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Classifieds HELP WANTED FLORASEARCH, INC. In our third decade of performing confidential key employee searches for the horticulture industry and allied trades worldwide. Retained basis only. Candidate contact welcome, 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 CONSULTANCY French man 50 years old, looking for consultancy contracts in horticulture. Examines any other proposal. All countries.

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AIPH (IGOTY 2017)................... 36.................http://aiph.org/groweroftheyear/ Anthony Tesselaar Plants..... 35.........................................www.tesselaar.com Dutch Lily Days.......................... 3..................................www.dutchlilydays.com Florasearch Inc........................ 35....................................www.florasearch.com Floricultura B.V.......................... 6......................................www.floricultura.com Flowers & Cents....................... 35........................... www.flowersandcents.org Flowers Expo (Moscow)......... 2.......www.flowers-expo.ru/en/v/index.html Green Tech................................ 30...........................................www.greentech.nl Jungle Jack’s............................. 6......................www.junglejacksthailand.com Keukenhof.................................. 23...........................................www.keukenhof.nl Real IPM...................................... 6.............................................www.realipm.com Takii & Co. Ltd........................... 13................................................. www.takii.co.jp This index is provided as a service to our readers. The publisher does not assume responsibility for errors or omissions.

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