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October 2016

FloraCulture The business magazine for worldwide floriculture

Table of Contents

Over the past 12 months, the International Community of Breeders of Asexually Reproduced Ornamental and Fruit Varieties, CIOPORA, has been tirelessly working on the development and adoption of its new Position Papers on intellectual property (IP) protection for plant innovations.

The update of the Position Papers, published in 2002 as the "CIOPORA Green Paper" was a necessity arising from the rapidly changing conditions of the horticultural market, where a stronger IP protection for plant varieties is an important condition and stimulus of the continuous innovation, stability and prosperity of our industry.

You can read more about the adopted IP papers and CIOPORA’s plans for the future in this Guide to Plant Breeder’s Rights. Both CIOPORA and FCI are proud of what is already the seventh edition of our annual update on Plant Breeder’s Rights, a high value and relevant communication tool for all stakeholders within ornamental plant and fruit breeding. The 15-page supplement offers great reading and will enlighten, inform and inspire industry players to effectively protect true innovation in the vegetal world. A special thanks goes out to CIOPORA’s Secretary General, MDr. Edgar Krieger, without whom this supplement would not have been possible. FCI is equally delighted to have had the support of CIOPORA’s communications officer Brittany Posey, who co-shared the responsibility for the content of the publication.

21

Russia: a wilting giant or ready to rebloom?

FloraCulture International sampled sentiments in the business at FlowersExpo, Russia’s premier trade show for ornamental horticulture that took place at Moscow’s Crocus Expo convention centre from September 13 to 15, 2016.

12

by Ron van der Ploeg

Persuasive Petals

Potted roses on retail shelves that are a feast for the senses. Launching at different European supermarkets is the distinctly Dolc’ Amore® brand combining - amongst others - superior genetics from Danish rose breeder Rosa Eskelund Roses Forever and the quality, trust, and reliability from flowering plant grower Pligt Professionals from Heinenoord, the Netherlands. The ultimate goal is to create brand loyalty and to capture repeat customers.

by Ron van der Ploeg

44

Anticipation builds ahead of new Floradecora show

Excitement mounts as the countdown to the new Floradecora exhibition in Frankfurt, Germany begins.

48

by Jean Vernon

Departments World News International Events Advertising Index

08 11 51

Columns From the editor Happy Gardening

07 47

Royal FloraHolland

Trade Fair Guide

2016

Guide to Plant Breeder’s Rights

October 2016 Volume 26 Number 10

The future is NOW! tagline, the Using ‘The Future is NOW! Trade Fair is set 17th Royal FloraHolland to Friday, to take place from Wednesday show hours 2-4 November 2016. Trade Friday from are from 9.00 to 17.00, on 9.00 to 15.00. new Perfectly in line with the auction’s to 2020, the strategy for the period up Planting ‘Flowering the World Together, Members’ road Seeds of Opportunity for our together a map, the three-day event brings and operators chain big number of supply set out in helps them achieving the goals margins for Royal FloraHolland 2020: better customers the member growers and their cut flowers and and a higher expenditure on plants. is NOW!'.

This year’s theme is 'The Future innovative and The horticultural sector is is happening the future promising. So much to make around the world, for example By sharing sustainable. more horticulture making clever our expertise with each other, skillfully to connections and responding keep growing the market's needs, we can a sector. together and stay ahead as

FloraCulture

This month, our Royal FloraHolland Trade Fair Guide is a nine-page supplement on the forthcoming Royal FloraHolland Trade Fair, which will be held from November 2-4, 2016.

The goal of the Royal FloraHolland Trade Fair Guide is to develop a directory, which provides information for both exhibitors and visitors allowing them to research and plan their visit ahead. Including floor plan and exhibitor’s list.

35

October 2016 | www.FloraCultureInternational.com

5

With compliments With compliments

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For Thomas I mean…

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No portion of editorial may be reproduced in any Miami: Armellini(William@fl oracultureinternational.com) eCommerce since the streamlining of shipments a key outcome (william@floracultureinternational.com) form without written permission of the publisher.

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Anabel Editor Yoshikawa Paul Black (pblack@ballpublishing.com) Nicholas India: Niranjan DeshpandeLucas (team@kisan.com) facilitate direct salesEvans, and the virtual world is not leaving them

Editorial & Administration Offices

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October 2016 | www.FloraCultureInternational.com

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World News Ethiopia/The Netherlands

Esmeralda Farms Holland closes its doors Our man in the USA, William Armellini told FCI last month that Esmeralda Farms in Holland has closed its doors and laid off its 14 employees. This comes on the heels of the fire that destroyed its farm in Ethiopia. It is obvious that the Dutch company which received 40% of its supply from the farm in Africa could not or choose not to continue.

This is a sad turn of events for such a great company with a wonderful history. The question that looms in our correspondent’s mind is what will happen to Connectaflor in Miami that was once part of the Esmeralda group of companies.

They are the exclusive distributor of Esmeralda flowers in the US. However, they receive no flowers from the farm in Ethiopia and source all from the Esmeralda farms in South America.

Armellini’s contacts at Connentaflor assure FCI that this in no way affects their business.

The Esmeralda customers that were served by the African farms will now be served by the farms in Ecuador where it is practical. Armellini also learned that the farm in Ethiopia was not growing many roses but instead more fillers unlike nearly all other farms in Africa.

At four foreign-owned flower farms in Ethiopia's Amhara region have been burnt to the ground or partially damaged in political violence afflicting the country over the past two months. The largest and most visible farm attacked was Esmeralda farms owned by the late Peter Ullrich.

According to the company's website the farm was burnt to the ground on Monday August 29, 2016. In a general announcement to its clients the company said, "By a politic demonstration, the entire company of Esmeralda Farms in Ethiopia is set on fire. It is estimated that 10 million was spent on investment went up in smoke last Monday."

What seems uncertain is exactly why these farms were singled out. The most obvious clue is that these farms were all foreign owned or controlled. Yet a farm assumed to be owned by an endowment affiliated to the government in the same area was also partially affected.

FCI was told that Esmeralda sustained the most damage mainly because it was the most complete operation having been in production for over two years. The other farms affected were smaller and still being developed and not damaged nearly as much. In a few cases the farms water supplies were compromised but in all cases no one was injured. |||

www.FloraCultureInternational.com | October 2016

The Netherlands Hobaho joins Dümmen Orange Hobaho, specialized in auction, brokerage and breeding of flower bulbs, joined Dümmen Orange effective from September 13, 2016.

Dümmen Orange is taking over all shares. This is in line with the strategy of Hobaho and Dümmen Orange to grow and innovate within the bulb and tuber market. Dümmen Orange and Hobaho share the ambition to have meaningful market shares in strategic crops by applying innovations in breeding, production and sales. There will be no changes in the organization and the current policy within the business units of Hobaho will continue as is.

The addition of Hobaho broadens the offering of products within the Dümmen Orange assortment via existing sales channels. Important crops in the Hobaho assortment are tulip, lily, hyacinth, Calla, daffodil and a wide selection of miscellaneous flower bulbs. Several research initiatives have been set up to speed up the developments of new varieties and also apply predictive breeding around resistance and traits by combining new and traditional technologies. By combinning the knowledge, experience and investment capabilities these initiatives will be accelerated. |||

The Netherlands Save the date: the Florint Florist Conference 2016 The International Florist Organisation Florint is turning 60! To mark the occasion it will hold an international flower conference and anniversary celebration: on November 5, in beautiful Amsterdam The Netherlands.

A week chock-full of flower spectacle, in fact, with some of the world's biggest floriculture trade fairs taking place in The Netherlands as well: IFTF 2016 and the Royal FloraHolland Trade Fair.

Don't miss it!

The organisers say Florint will reflect on its past, and make important plans for the future together, during the florist conference and gala dinner celebration.

All the leading companies and associations in the sector will be present, and the organisers sincerely hope you will be too... , with their Diamond Jubilee Gala Dinner!

5 November 2016 - The Renaissance Hotel Amsterdam. |||

Spain

Mega rose farm brings flower power back to Spain Dear flower folks. If you think Spain is just about olive and palm trees, Nerium oleander and carnations it’s time to think again. Launching in Soría, Spain is Aleia, a 14ha rose farm which strives to grow premium quality and sun-kissed roses in an environmentally sound manner.

Workers are putting the finishing touches on Spain’s largest hydroponic rose farm, an impressive construction of Venlo greenhouses with a 6 metre post height and incorporating diffused glass to avoid leaf burn under Spain’s strong sunlight. The launch of the new company took place today at Aalsmeer’s Historical Gardens.

The company’s chief executive, Luís Corella Arroquia told FloraCulture International that the Aleia project has come a long way, explaining that he learned the ropes in Mexico where he oversaw 150ha of greenhouses for the production of fresh produce. In this new interconnected era with rapid growth in online sales, his newest challenge is growing and creating a value added greenhouse product that high end retail and wholesale markets can trust implicitly.

To reach this goal the company hired two managers, the Boerlage brothers from the Netherlands, who will provide crop expertise for the next few years. For training of employees Aleia teamed up with Delphy

Improvement Centre; two ultra-modern grading machines from Bercomex ensure the right stem length and bud size whereas HPS lamps from Agrolux provide light levels of 12,000 lux from the end of October until the end of February. A turnkey project not only Dutch hothouse builder Dalsem but all of Spain can be proud of.

In the meantime Aleia has become a member of Royal FloraHolland and will market its annual output of 40 million stems entirely via auction. Once harvested ‘Red Naomi’ roses will be put into water in a refrigerated truck. From Soria to Aalsmeer it’s a 20 hours truck drive without any interruption of the cold chain.

The scale of the €40 million project is mind boggling for Spanish flower growers. When complete its greenhouse will sprawl across 14 ha of Castille and Leon countryside, rising 1,030 metres above sea level. The pristine waters from the Duero river and rainwater will be used for irrigation. The water will be disinfected and recycled. |||

October 2016 | www.FloraCultureInternational.com

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International Events 2016 October 2016 30 September to 2 October. Italy The 8th edition of Italy’s top home and garden show Orticolario at Villa Erba in Cernobbio. www.orticolario.it 5 to 7. Ecuador Agriflor in Quito. www.hpp.nl 5 to 7. France European Congress Hortis and World Urban Parks in Albi, France. www.hortis.fr 7 to 9. United States 2016 Independent Plant Breeders Conference, the Morton Arboretum, Lisle, IL 12 to14. Japan Ifex, Asia’s largest flower trade exhibition at Makuhari Messe, Tokyo. www.ifex.jp

24 to 27. Turkey 2016 Eurasia Plant Fair/Flower Show Istanbul. info@cyffuar.com.tr www.flowershow.com.tr/en 30 November to 3 December.

Turkey Growtech Eurasia, 14th international greenhouse, agricultural equipment and technology trade fair. www.growtech.com.tr 30 November to December 2.

United States New England GROWS at the Boston Convention Centre. www.newenglandgrows.org December 2016 7 to 8. United States Irrigation Show at the Las Vegas Convention Center, Nevada. www.irrigation.org 17-18. United Kingdom RHS London Christmas Show. www.rhs.org.uk

13 to 15. Italy SUN, Italy’s leading trade show when it comes to outdoor power equipment, products for lawns, landscapes, gardens, outdoor leisure, hardscapes and light construction, will be held at the RiminiFiera convention centre in Rimini. www.sungiosun.it

2017

22 to 23. United Kingdom BFA FleurEx, the annual floral fair for today’s professional florist. www.bfaflorist.org

20 to 29. Germany Grüne Woche, international green week Berlin. The world’s largest consumer and trade fair for food, agriculture and horticulture. www.gruenewoche.de

November 2016 2 to 4. The Netherlands Royal FloraHolland Trade Fair Aalsmeer. www.royalfloraholland.com/ tradefair 2 to 4. The Netherlands International Floriculture and Horticulture Trade Fair (IFTF). www.hpp.nl 13 to 15. United Arab Emirates Event organisers Messe Essen and planetfair Dubai LLC have announced the 2016 IPM Dubai and WOP Dubai will take place from 13 to 15 November 2016.

Once again, the trade exhibitions will be held at the Dubai World Trade Centre. www.ipm-dubai.com www.wop-dubai.com

January 2017 15 to 17. United States Tropical Plant Industry Exhibition (TPIE) at the Broward County Convention Centre, Ft. Lauderdale. www.tpie.org

24 to 27. Germany IPM ESSEN ipm@messe-essen.de www.ipm-essen.de 27 to 30. Germany The new Floradecora show will display interesting ways to blend fresh cut flowers, pot plants and home décor accessories. Set to attract the world’s largest retail chains, Floradecora will be held in conjunction with Christmasworld in Frankfurt, one of the world’s largest consumer goods trade shows. www.christmasworld. messefrankfurt.com

February 2017 8 to 10. Germany Fruit Logistica Berlin, the world’s leading trade fair for the fresh fruit and vegetable business. www.fruitlogistica.de 22 to 24. Italy Myplant&Garden 2017 International green fair at Fiera Milano Rho-Pero http://myplantgarden.com/en/ March 2017 8 to 10. Ethiopia Hortiflora Expo in Addis Ababa. www.hpp.nl 13 to 15. China The 9th Guangzhou International Flower and Bonsai Exhibition at Guangzhou’s International Sourcing Center. The exhibition covers an area of 15,000m2 and is to host over 300 exhibitors. http://www.pjzwexpo.com/en/ 15 to 19. Switzerland Giardina, the country’s leading home and garden show at the Messe Zürich convention centre. www.giardina.ch 22 to 24. United States World Floral Expo in Las Vegas, USA. www.hpp.nl 23 March to 21 May. The Netherlands Keukenhof www.keukenhof.nl 28 to 30. Ukraine Flower Expo Ukraine at the International Exhibition Centre (IEC) in Kiev, Ukraine. www.flowerexpo-ukraine.com April 2017

9 to 10. The Netherlands GFIA Europe, the Global Forum for Innovations in Agriculture.

Venue: Jaarbeurs Expo Centre, Utrecht, Netherlands.

Organiser:Turret Media FZ LLC. info@gfiaeurope.com www.gfiaeurope.com 10 to 12. China Hortiflorexpo Shanghai. www.hfexpo.org/indexen.asp 10 May to 9 October. Canada Flora Niagara 2017 International Horticultural Exhibition at Niagara Falls, Canada. m.gauthier@floraniagara.com P (613) 301-4554 www.floraniagara.com 23 to 27. United Kingdom Chelsea Flower Show. www.rhs.org.uk June 2017 7 to 9. Kenya.

The sixth edition of Iftex Kenya is set for June 7-9, Oshwal Center, Westlands, Nairobi, Kenya. www.iftex.org 9 to 12. Australia Apex-Brinkman PCA Conference Future Growing, July 9-12 2017, Adelaide Convention Center, South Australia www.protectedcroppingaustralia.com 13 to 16. The Netherlands and Germany Flower Trials. Over 49 breeding companies in three regions present their latest innovations and future developments in pot and bedding plants. www.flowertrials.com 20 to 22. France Salon du Végétal at the Parc des Expositions de la Beaujoire. www.salonduvegetal.com

13 to 15. Iran Iran Green Trade Fair at Tehran’s Permanent Fairgrounds. www.hpp.nl

July 2017 1 to 5. United States AIFD National Symposium in Seattle, Wash. www.aifd.org

May 2017

9 to 12. Australia APEX-Brinkman Future Growing Conference www.protectedcroppingaustralia.com

1 to 4. Iran Organised by the Iranian Society for Ornamental Plants, the National Institute of Ornamental Plants and ISHS, the International Symposium on Iran’s Wild Flowers and Native Ornamental Plants will be held in Ramsar, Iran.

15 to 18. United States Cultivate’17 in Columbus, Ohio.

Registration opens March 2017. www.cultivate17.org

October 2016 | www.FloraCultureInternational.com

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www.FloraCultureInternational.com | October 2016

Russia

Russia, a wilting giant or ready to rebloom?

FloraCulture International sampled sentiments in the business at FlowersExpo, Russia’s premier trade show for ornamental horticulture that took place at Moscow’s Crocus Expo convention centre from September 13 to 15, 2016.

A wilting giant or ready to rebloom?

G

one are the days that BRICS, the term invented

by Goldman Sachs Jim O’Neil in 2001 to unite the world’s growth hotspots, made headlines nearly every day. Brazil and South Africa are in recession, China is slowing down and India has seen a slight dip in growth. Meanwhile, Russia hasn’t been able to maintain robust economic growth with the declining consumer confidence amid slumping oil prices, heightened geopolitical risks, a dip in the ruble’s exchange rate and tightly gripping international sanctions.

Plan of action

by Ron van der Ploeg

In retaliation for Western sanctions over the Ukraine crisis, Russia announced a food import ban in the summer of 2014. Photos of bulldozers destroying illegally imported food are still on everyone’s mind.

As for ornamental horticulture, cut flowers and potted plants have never been banned, emphasised the agricultural counsellor to the Netherlands in Moscow, Mr. Meewes

Brouwer, during a visit to Russia’s leading trade show for ornamental horticulture, FlowersExpo. “By the end of July 2015, however, we received signals from our Russian counterparts of Dutch flowers being seized because of the presence of Frankliniella occidentalis (Western flower thrips). What followed was the announcement by the Plant Health Inspection Service of the Russian Federation that phytosanitary inspections at the Russian borders were to be intensified.”

Stakeholders within the Dutch flower industry cleverly decided to not get bogged down in political debates and opted for a proactive approach, presenting a plan of action including temporary approval of specific crop protection products for the control of thrips, a much further focus on postharvest disinfestation by controlled atmosphere treatments and the development and implementation of new innovative approaches to crop protection and management.

Equally important was the

acknowledgement by Dutch flower officials that Holland has an important role to play in plant health, emphasizing that everyone involved must be aware of the risks and act on their responsibilities to minimise those risks.

Keeping an eagle eye on the dreaded pest is also something not typically associated with Russia. In the 1980s, for example, the United Kingdom closed its borders to Chrysanthemums; Japan and the United States are also among the countries that have stringent regulations on the safety of food and agricultural imports.

Russian phytosanitary authority Rosselkhoznadzor was presented with the Dutch plan of action at FlowersExpo in September 2015. One year on and things seem to be back to normal. “Talks and meetings with the authorities have been intensive and useful. >>>

October 2016 | www.FloraCultureInternational.com

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Russia Things are quiet and there are fewer problems than last year. My message for the future would be to keep the dialogue on this technical issue open and ongoing,” said Meewes.

Slowly back to normal

Royal FloraHolland’s Marketing Consultant Annemarie Looije made sure that visitors were provided with detailed information on the auction’s novelty flowers and plants.

“Slowly back to normal,” is how pot chrysanthemum grower Hans van Leeuwen from Lionplant in Honselersdijk described current export sales on the Russian market.

“Generally speaking, times have been somewhat more difficult for cut flower growers than pot plant growers, though the feeling was that Russian authorities intensified inspections of potted roses and potted chrysanthemums assuming that these are more prone to pests.

In the beginning, some shipments were packed in blank sleeves which was of course to the detriment of our Chrysanne branding efforts but soon things were back to normal.

The weakening of the ruble has a much bigger impact on the business. Financially speaking sales have improved although we are not yet back on track as Russian customers

also found alternative products.”

Pot chrysanths specialists Lionplant (disbudded Nova Zembla in six colours and in 13cm pots and spray Zembla Chrysanthemums in three colours and 13cm pots) and Personality Plants (a range of decorative Chrystal pot chrysanths from Dummen Orange, grown in 13cm pots and sold under the Grandezza brand) brought their Make Upz pot Chrysanths to the attention of the Russian customers. Make Upz is a completely new way of dying plants in all colours of the rainbow.

“It’s a specialty job and you need skilled people, but the results are phenomenal. The Magnum variety in particular is well suited for Make Upz as the bud continues to unfold itself once in the vase which ultimately creates a beautifully white heart with coloured edges,” said Van Leeuwen.

Speaking of Chrysanthemum, Dümmen Orange managed to create extra attention with their large island exhibit which looked like a high end flower shop. The underlying message is that the

Fresco Flowers puts African roses into spotlight Located at the flower auction in Aalsmeer, Fresco Flowers forms a vital link in the floral supply chain as it handles rose consignments of nine growers in Kenya and Ethiopia in a temperature-controlled environment.

After a long haul flight, flowers are immediately unpacked from their shipping boxes and prepared for the auction and wholesale customers.

Founded in 2005 by Gerjan Telleman, a seasoned expert in flower handling, the company has direct access to the latest market information and trends in the international flower industry and handles 300 million rose stems/year of which 80% are sold through the auction clock and the remainder destined for sales via intermediation. Fresco Flowers’ presence at FlowersExpo is a sign that the Russian flower sector is currently entering a maturation and diversification stage, with room for more reasonably priced flowers next to the extremely large headed, 150cm tall roses from Ecuador aimed at the high end market.

Pictured left to right are Kees Ouwersloot, Gerjan Telleman and Jaap Buis who received great praise from Russian customers.

www.FloraCultureInternational.com | October 2016

company provides one stop convenience for customers, offering starting material for an impressively largest selection of flowers and plants. Occupying pride of place were roses, gerberas and, of course, Dümmen Orange’s flagship product Chrysanthemum. The new decorative, rust-resistant cut Chrysanthemum Piña Colada is said to be one week earlier than Baltica and Zembla, whereas the new Veronica has superior colour retention yearround. The new virgin, white Iceland makes a perfect Chrysanthemum for dying.

Cymbidium grower Frans de Koning did 60 to 70% of his exporting (through auction-based wholesalers) to Russia. “The Russian market is slowly picking up but today represents not more than 40% of our sales. Over the past 12 months we have been looking for new, mostly distant markets in the Middle East, the Americas and Asia. In terms of product specifications, however, things turned out differently than expected with Russian customers continuing to ask for the big, expensive flowers and the long and sturdy stems.”

Volatile business

Occupying pride of place at FlowersExpo were the extremely large headed and tall roses from Ecuador that seemed to have lost little of their luster, despite economically trying times for the growers in the South American country.

In his keynote address at the official opening of the sixth annual FlowersExpo, the Ecuadorian ambassador to Russia, Mr. Julio Prado Espinosa referred to the highly volatile business environment with regards to flower exports from Ecuador to Colombia. “In 2014, the market had already contracted by 6% compared to the year before; in 2015 demand continued to shrink.” He added that flower exports decreased both in terms of volume and value. “According to some Russian sources, the value decreased by 10%, though

our own national statistics show an even higher drop of 23%. But the good news is that Ecuador succeeded in maintaining its dominance in the Russian market, accounting for a 40% market share.”

The ambassador concluded by emphasizing the strategic alliances that exist between Ecuadorian rose growers and their Russian customers. “This explains our massive presence at FlowersExpo with the Ecuador country pavilion hosting over 50 entrepreneurs who came to Moscow to network, negotiate and forge deals. We consider Russia the ultimate showcase for our products and we consider our Russian counterparts strategic business partners.”

Making a final pitch for the industry, he said, “Ecuador grows more than 300 varieties of roses, which

Flowers Expo Novelty showcase.

are known especially by length of the stems (sometimes more than 1 meter), and the size of the bloom (probably the largest in the world), and the bright and beautiful colours of their petals. These roses are grown in the Andes Mountains at 2,300 meters high, which is part of the secret of their beauty. A combination of intense sunlight, fertile volcanic soils, a dedicated workforce of mostly women and pure water of the Andean glaciers provide optimal conditions to produce extraordinary roses. Even though Ecuador exports many different types of flowers, roses are the most popular.

Self-sufficiency

In 2008, the Russian government, focused on maximizing the self-

October 2016 | www.FloraCultureInternational.com

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Russia

Cut Cymbidium grower Frans de Koning.

Pot chrysanthemum grower Hans van Leeuwen.

sufficiency of Russian agriculture, launched a development programme. And when in August 2014 the country announced a ban on food imports from Western countries, import substitution was back in the headlines. The State Programme for Development of Agriculture for 2013-2020 sets selfsufficiency goals for the main food categories: 99.7% for grains, 93,2% for sugar, 87.7% for vegetable oil, 98.7% for potatoes, 99.3% for meat and 90.2% for dairy. (Source: FAO).

It is with pride that Ms. Natalia Dmitrievna Rogova, General Director of Russia’s association for greenhouses, told FCI that Russia’s fresh produce sector managed to be included in the programme which offers cheaper loans and compensation for partial losses resulting from the construction and modernizing of greenhouses.

According to Russian news source RIA Novosti, in 2015 the Russian Ministry of Agriculture granted the greenhouse vegetable sector one billion rubles ($15.6 million) for the compensation of capital losses in the greenhouse business and in 2016 it promised to allot three billion rubles ($47 million). As such,

www.FloraCultureInternational.com | October 2016

200ha of vegetable greenhouses were built in 2015 with another 100ha and 200ha being underway for 2016 and 2017 respectively. “In greenhouse fresh produce production, the government provides 20% of the capital investments for the construction of greenhouses.

We are now putting our time and energy to also have the Russian flower growers on board for the development plan. Our proposal was sent this year but we are not sure whether a decision will be made this year. It is our hope that in the long run half of the cut flowers in Russia will be grown domestically,” Rogova said.

Currency fluctuations

Without additional support from the government, increasing Russian cut flower production is easier said than done. “In 2014, some investors came up with greenhouse projects for cut flowers, totaling around 30ha. But then everyone knows that the ruble weakened in December 2014 and because most of the greenhouse equipment and materials for greenhouses have to be imported from Holland, we depend on currency fluctuations.

All these projects have been frozen.

Meanwhile, Russian flower growers who were already in business seized the opportunity offered by less import competition. Russia’s flower business (and I think not only the Russian one of course) depends very much on the economic situation in the country and on the solvency of the population. When this starts to rise, new projects will come to fruition. Much depends on the government’s support of those who want to invest in greenhouse flowers. Presuming that Russia’s economy improves and the government extends a helping hand, the long term potential (5-7 years) is 200 to 250ha of new cut flower greenhouses,” added Rogova’s colleague and member of the board of the aforementioned greenhouse association, Alexander Litvinenko.

Substantial investment

At first glance, bans on Western imports creates opportunities for Russian agriculture, but maximizing the nation’s greenhouse potential requires substantial investment, favourable market conditions and a supportive, clear and swift economic policy.

Last month, farming giant Rusagro announced it may drop a $300 million greenhouse project for growing vegetables in the Tambov area if the government shrinks subsidies.

This makes clear that the government has yet to determine how much money it will make available for greenhouse projects. And government support or not, the lending rates for agricultural entrepreneurs continue to be on average twice the rates charged in the EU and the USA. According to Rogova, Russia currently has 2200 ha of greenhouse production of which 80% are owned and operated by members of her association. This figure doesn’t include the plastic tunnel and hoop

greenhouses for the forcing of tulips, for example. “The majority of greenhouses are used for the production of fresh produce, with greenhouse cut flower production making up 200ha of the area. Almost all (90%) of the flower greenhouses are in use for the production of cut roses and a few side crops such as Gerbera, Chrysanthemum and lilies. Covered potted plant production is rather insignificant with a handful of companies in the Moscow area and this includes the production of bedding plants for city plantings.”

Royal FloraHolland’s Tino Rikkers (third from left) was invited to share his views on the Russian market.

Round table

In an attempt to make an initial assessment of the implications of the weakening ruble and border measures, FlowersExpo hosted a highly

interesting debate entitled ‘Russia’s Flower Market, Today and Tomorrow’.

A survey by the Russian consultancy firm Global Reach Consulting revealed that Russian producers were able to take advantage of the current market situation. Over the past nine years, the share of domestically grown flowers increased from 10% in 2007 to 20% in 2015.

One of the first to produce cut roses using Dutch greenhouse technology was Podosinki in Dmitrov, 150 km north of Moscow.

The company’s Irina Zemtsveva said that the road to success is by no means strewn with roses. “One of the problems is the lack of skilled workers. We hire crop support from the Netherlands.”

Domestically grown flowers have significantly gained market share. ”90% of these

>>>

Visitors go wild at Mostsvettorg booth Attendees of the 6th FlowersExpo show couldn’t believe what they were seeing in the stand of wholesale company Mostsvettorg. The company specialises in roses (half of their turnover) and exotic flowers such as Protea. Exotic flowers and exotic animals are a perfect fit, the company’s Alexei Malinin explained. As such they hired a leopard create an experience the audience wasn’t expecting.

Founded in 2010, Mostsvetttorg exhibited for the third time at FlowersExpo and defines itself as ‘the leader of floral wholesalers in Moscow’ and the ‘leading importer’. It operates a 1200m2 warehouse and 71 smaller points of sale dispersed across Moscow and in the direct vicinity of metro stations.

Roses are predominantly sourced from Ecuador and Kenya (mostly arriving by truck from Holland) and the company takes pride in selling over 46 different cultivars with stem lengths varying from 50 to 100cm.

The company says online flower sales are going strong offering mixed bouquets and floral arrangements to customers 24/7. Other gift items for sale on their website are chocolates and live butterflies…

October 2016 | www.FloraCultureInternational.com

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Russia

Pictured left to right are show organiser Nadeshda Grigorieva and Podosinki’s commercial director Irina Zemtseva.

Ms. Natalia Dmitrievna Rogova, General Director of Russia’s association for greenhouses.

are cut roses. The potential is huge, but only if we receive the same government support the Russian fresh produce sector receives. I believe the future belongs to big flower farms under glass but also with field production. Just think of summer production of Gypsophila, carnations and peonies in southern Russia, Their bud size might be somewhat smaller but with their freshness they will certainly create demand.”

Increasing spending power

Mr. Valery Stain , a floral wholesaler from Moscow, also touched on product quality asking himself what condition would a flower be having travelled one week by plane and truck from South America and

Holland respectively. He praises local rose farms as New Holland and Podosinki adding that local producers must look for ways to cooperate to cover costs.

Mr. Eduard Kremer from SmithersOasis Germany brought some positive news, despite the economic downturn of the last few years.

“I looked at the map and realised that both countries are more or less equal when it comes to floral consumption. But Belgium has 11 million inhabitants, while Russia has 140 million. In other words, there are many areas to grow in Russia. And it will grow thanks to the presence of increased spending power of the middle class. In the future, flower sales will go up dramatically.”

Testing times

The value of the Russian cut flower market fell by 25.2% in 2015, amounting to about $2.65 billion, while the volume amounted to 824 million pieces (excluding grey imports). The decline in market volume was due primarily to lower volumes of import flowers.

Invited as keynote speaker and representing the world’s largest sales platform for cut flowers and potted plants was Team Manager Account Management Tino Rikkers from Royal FloraHolland who was invited to share his view on the Russian market.

Rikkers outlined that Russian customers are serviced by around 50 auction-based exporters in the Netherlands who sell their products to their customers in Russia. He

Activity at FlowersExpo exceeds expectations Interest in the FlowersExpo show continues to be strong, with demand for space remaining stable. Show organisers Nadeshda Grigorieva and Elena Zarubina did an excellent job, utilizing their many years of experience, extensive international network of business contacts and a personal approach with Ms. Grigorieva personally presenting the coveted FlowersExpo awards to exhibitors. This year’s edition hosted 400 exhibitors from 27 countries with Holland, Colombia, Ecuador and Poland occupying the largest part of the show floor. Thailand, Chile and Iran were welcomed as first time exhibitors. Elena Zarubina told FCI that she and Ms Grigorieva can look back at a very successful show with total visitor numbers exceeding 15,000. Booths looked more like a miniature flower festival than a commercial displays. Zarubina also informed FCI that she is looking for ways to organise a flower trade show in the Krasnodar region.

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went on to say that these are trying times for floral wholesalers, with increasingly thinner profit margins and a decline in sales volumes. In 2015, the export of Dutch flowers and plants to Russia stood at €161 million (Source: Royal FloraHolland website) but wholesalers find it increasingly difficult to cash their money.

Ultimately Royal FloraHolland is an open market in which buyers and sellers are free to participate provided they play by the same rules as everyone else. Rikkers said that auction representatives are frequently invited to do direct business with Russian customers. His advice was to continue to use an exporter who can provide unique value-added services and deliver the complete service package, stressing that Royal FloraHolland serves merely as an intermediary sales platform.

Stand of Dümmen Orange..

major export destination is the US, Ecuador relies heavily on the Russian market and when in December 2014 Russian demand dropped dramatically, rose prices went down with Ecuador looking for alternative, already stable markets. This caused a surplus of product in the global rose business.

Some companies were forced to sell their flowers below cost of production, others were forced to close their doors. It will take a while before the

market will pick up again. Looking towards the future Gutierrez said that Colombia is now also looking for new markets, such as China, to absorb the decrease in the Russian demand. “China’s economy is still going relatively strong, with a growing middle class ready to spend money on flowers. As for the Russian consumers, we can clearly see a tendency towards the use of mixed flower bouquets.” |||

Flowers from the Adygeya Republic Posing in their national costume are workers from Green House from Sups. Established in 2010, this flower farm from the Adygeya Republic, an enclave within Krasnodar Krai, specialises in large scale production of cut roses. The company has 5ha of modern, gas-heated greenhouses, where many different varieties are grown

Domino effect

Mr. Juan Manuel Gutierrez from Colombia commented on what he called the domino effect. “Even though we are very small compared to the amount of flowers that come from Ecuador, the weakening of the ruble has had a big impact on the global flower trade.”

He said that whereas Colombia’s

October 2016 | www.FloraCultureInternational.com

19

Hardy fern program Vitro plug 126 already 30 Varieties fast growing assortment

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Plant Breeders' Rights

CIOPORA PRESIDENT ANDREA MANSUINO

‘Provided that it is protected’

2016

Guide To

The state of breeders' rights

OVERLY STRINGENT ‘NOVELTY’ REQUIREMENT

Does the U.S. miss out on additional new varieties developed abroad?

FloraCulture

Preface

Provided it is protected L

et me first guide you through the history of patent law. The concept of Intellectual Property (IP) was codified for the first time in Italy, more precisely by the Venetian Statute of 1474. This statute was the basis for many other attempts to acknowledge rights on inventions (i.e. England’s Statute of Monopolies, 1624), but the first formal grant of a patent under a modern system occured under the Patent Act of the United States in 1790. Some 140 years later, the first plant IP in the world was protected – again in the U.S. – when, in 1930, the American climbing rose variety “New Dawn” was patented.

by Andrea Mansuino President, CIOPORA

In 1961, UPOV (the International Union for the Protection of New Varieties of Plants) was established (the same year in which CIOPORA, the International Community of Breeders of Asexually Reproduced Ornamental and Fruit Varieties, was founded), with the mission to provide and promote an effective system of plant variety protection and encourage the development of new varieties of plants, for the benefit of society. Since the creation of UPOV, this mission has led the association’s member states to create and publish international guidelines for the protection of breeders’ rights, the so called “UPOV Conventions”, the latest being UPOV 1991.

In 1994, the TRIPS Agreement (Agreement on Trade-Related Aspects of Intellectual Property Rights) was signed in the framework of the World Trade Organization (WTO), stating that “Members shall provide for the protection of plant varieties either by patents or by an effective sui generis system or by any combination thereof”.

Within the last decade, breeders have begun voicing their dissatisfaction with even the most-recent UPOV Convention (which is 25 years old), noting that it does not adequately cover the needs of the changing industry. In Europe especially, the option of protecting IP in plants through Patents instead of Plant Breeders’ Rights (PBR) based on UPOV principles is being taken into higher consideration, thus stimulating various debates on how IP protection in the plant world should be handled.

There is little doubt that, if the main meaning of ‘effective’ in English language is ‘achieving the desired result’, no protection system in existence today is effective in providing a proper IP environment for breeders, growers and traders to achieve their goals in terms of protecting innovation and enforcing their legitimate rights.Moreover, it is extremely difficult to find a system which could be called ‘sui generis’ (meaning ‘of its own kind, in a class by itself’) since almost all countries and regions have adopted legal IP systems that do not consider the fundamental differences which exist in the plant world.

Most importantly there is no separation between seed propagated plants and vegetatively propagated plants – for example food crops, feed crops and ornamental crops – which have widely different needs in regards to both agronomic methods and business scope. History and vague IP protection systems throughout the world considered, the industry today if left with multiple options for protectiont Plant IP, and the breeders must choose a method.

In the U.S., breeders can protect an asexually propagated plant variety through a Plant Patent, a seed variety through a Plant Variety Right (PVR), a plant through claims of a Utility Patent, and in some cases such protections can overlap. In the EU, breeders can protect their new varieties by PBR protection through the CPVO (European Union Office) or by national PBR laws for their specific country. Recently, plant products such as fruits, seeds and parts of plants are patentable in principle under the European Patent Convention (EPC) even if they are obtained through essentially biological breeding methods involving crossing and selection. Other countries around the world offer similar situations, where in many cases varieties and/ or plants can be protected through PBR (UPOV System), Patents or both. In addition, in the plant world, Gene Patents, Geographical Indications, Trade Marks, Copyrights, Trade Secrets, and Confidental Information, amongst other legalities, can be used to strengthen the IP portfolio of breeders.

It has been a fundamental question, historically asked during the fights between the American miners unions and mine owners at the beginning of the 20th Century – Which side are you on? It seems that even today, in our industry, a lot of people care more about ideological positions than economic implications and fair business policies.

At CIOPORA we have intense debates about “how to best represent the interests of our members and of our industry” whenever we are called to take a position. For our association, each discussion is driven by a single mission – to work for an effective system of protection for plant varieties, in order to stimulate innovation, for the economic development of the industry and ultimately for the benefit of the society.

Breeders, but also growers and traders, benefit from effective protection. Innovation and progress can only develop if the outcomes of the intellectual efforts are effectively protected. So, in the end, it all comes down to this: Protect your new varieties. Consider the many options at your disposal to best protect your innovation. It doesn’t matter if you protect through PBR, Patent or another IP tool that can strenghten your Intellectual Property. It will be of the greatest benefit to us all...... provided it is protected.

Andrea Mansuino President of CIOPORA

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In its last three Annual General Meetings in The Hague (2014), Hamburg (2015) and Lisbon (2016) CIOPORA has intensively discussed and approved position papers on several aspects of Plant Breeders´ Rights (PBR). The last piece of the positions was finalized in 2016 with the Position Paper on Essentially Derived Varieties (EDV).

CIOPORA completes positions

on Plant Breeders´ Rights

T

he new position of CIOPORA on Plant Breeders Rights now consists of seven chapters: “Scope of the Right”, “Minimum Distance”, “Breeders´ Exemption”, “Exhaustion”, “General PBR Matters” and “Essentially Derived Varieties”. Each of the positions demonstrates the desire of CIOPORA members – breeders of vegetatively reproduced ornamental and fruit crops – to have more effective protection for their innovations coupled with clearer regulations.

Below are the key statements of the positions.

Scope of the Right

by Dr. Edgar Krieger Secretary General, CIOPORA

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The “scope of the right” is one of the most important aspects in IP Protection. Which material of the variety is protected and which acts are reserved exclusively for the holder of the right? UPOV does not offer a definition of its key term “propagating material”, and as a result, several different definitions of propagating material exist throughout the UPOV countries – a material in one territory is considered to be propagating material while in another that same material is harvested material.

A harmonized definition is vital in a globalized world; there is confusion in international business and trade if material changes its status depending on the legislation in different territories.

A clarification and extension of the protection is in the benefit of the entire production and trade chain.

Clarity is a precondition to establish fair competition. Equivocalness is used mainly by dishonest players who benefit at the cost of the honest. Licensees of breeders want them to enforce their rights against infringers in a robust way, in order to establish a level playing field for all. Therefore, a sufficiently broad scope of protection, covering all products of a variety, is necessary.

This will not change the situation

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for the licensees of the breeders but rather enforce the consequences for dishonest players.

Key statements:

The key statements of CIOPORA´s position are: • CIOPORA requests UPOV and its member countries to harmonize the definition of propagating material world-wide.

• Propagating material should include any material of a plant from which, whether alone or in combination with other parts or products of that or another plant, another plant with the same characteristics can be produced.

• CIOPORA requests the clarification that propagating material that (in a technical sense), has been harvested is considered exclusively as propagating material.

Only material of a variety which is not capable, by any means, of producing another plant with the same characteristics should be considered to be harvested material in the legal sense.

• CIOPORA requests that harvested material should be protected directly and per se.

• CIOPORA requests that products that are obtained directly from material of a protected variety should be protected directly and per se.

• CIOPORA requests to include into the scope of rights the use of propagating material for the production of harvested material.

• CIOPORA requests that the concept of varieties, which are not clearly distinguishable from the protected variety, will be restored and its meaning be sufficiently broadened, by establishing a sufficiently broad minimum distance between varieties.

On “Minimum Distance”: When is a variety considered to be clearly distinguishable or distinct from another variety? A sufficiently

broad minimum distance between varieties is one of the most important requirements for effective PBR protection. Without a sufficient distance the exclusive right of the holder of a protected variety is weakened. If PBR protection is granted for other, very similar varieties, these other varieties are considered to be clearly distinguishable from the protected variety and thus fall out of the scope of the protection of this variety. If a breeder does not have exclusivity for his variety, he cannot grant exclusivity to his propagators or growers. As such, the competitors of the propagators or growers can produce a very similar product. The result is overproduction combined with undercutting competition.

Key statements:

• CIOPORA demands a sufficient minimum distance between varieties for an effective Plant Variety Right.

• Since new varieties are bred, selected and introduced mainly for commercial targets, the requirement “clearly” should be seen as a judgmental and evaluative requirement, and should not end in a simple search of a bot anical difference.

• The requirement “clearly distinguishable” should be assessed on characteristics important for the crop concerned; in this regard new important characteristics may be taken into consideration.

• Differences in unimportant characteristics only should not lead to a clearly distinguishable variety.

• The relevant authorities should have the continuing obligation to take into consideration additional characteristics proposed by applicants, if such additional characteristics are important for the determination of “clearly distinguishable”.

• In order to be clearly distinguishable, the distance between

two varieties in regard to their important characteristics must be sufficiently broad.

• The decision on which characteristics are relevant for the determination of “clearly distinguishable”, on how many of such characteristics must differ from each other and on the distance between such characteristics should be made on a crop-bycrop basis by a panel of experts, including representatives of the breeders of the crop concerned.

On “Breeders´ Exemption”:

CIOPORA supports a breeders´ exemption that allows the use of commercialized plant material of protected varieties for further breeding. CIOPORA requests that the commercialization of any variety, which falls under the scope of a protected variety, shall require the authorization of the title holder of the protected variety.

Key statements:

• CIOPORA supports a breeders´ exemption that contains the use of commercialized plant material of protected varieties for further breeding.

• CIOPORA requests that the commercialization of any variety, which falls under the scope of a protected va kriety, shall require the authorization of the title holder of the protected variety.

• The breeders´ exemption should read: The breeder’s right shall not extend to acts done for the purpose of breeding other varieties.

On “Essentially Derived Varieties”:

The very reason for the introduction of the EDV concept in the UPOV 1991 Act was to strengthen the breeders´ right, particularly by creating a balance between biotechnology inventors and traditional breeders and by bringing mutations under the scope of protection of their Initial Variety.

Therefore, CIOPORA maintains that mutants and genetically modified organisms (GMOs) are EDVs, whenever they retain a very high genetic conformity to the

Initial Variety because mutants and GMOs per definition are predominantly derived from the Initial Variety.

CIOPORA is of the opinion that the approach to establish EDV shall be based on the genetic conformity of the varieties concerned.

Phenotypic components shall be taken into consideration only as far as the distinctness of the respective varieties is concerned.

The entanglement of dependency and plagiarism – as supported by some – is a mistake in the conception of the EDV provision. Plagiarism is not a question of derivation or dependency but rather a question of Minimum Distance and direct infringement. If a variety in its phenotype very much resembles a protected variety, it is not clearly distinguishable from the protected variety, and its commercialization is a direct infringement, irrespective of whether or not the new variety is (essentially) derived from the protected variety or not.

CIOPORA, therefore, is of the opinion that close phenotypic similarity must not be a precondition for a variety to be considered an EDV. However, a close phenotypic similarity can be an indication for essential derivation.

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Guide To Plant Breeders' Rights

• Predominant derivation is given if material of the Initial Variety has been used for the creation of the EDV and a very high degree of genetic conformity between the Initial Variety and the EDV exists.

• The methods and required degrees of genetic conformity should be established crop-by-crop on the basis of state of the art protocols agreed upon by a panel of experts, including representatives of the breeders of the crop concerned, and has to be proven by the title holder of the Initial Variety in case of dispute and litigation.

• CIOPORA maintains that mutants and GMOs – as far as they are distinct from the Initial Variety – are EDVs, whenever they retain a very high genetic conformity to the Initial Variety as established by the panel of experts, because mutants and GMOs per definition are predominantly derived from the Initial Variety.

• CIOPORA maintains that the outcomes of repeated back-crossing – as far as they are distinct from the Initial Variety – are EDVs in case they retain a very high genetic conformity to the Initial Variety as established by the panel of experts.

• CIOPORA recognizes that there is a realistic possibility that with advancing technologies it might become possible to create independent varieties by new methods, in particular genetic engineering.

Key statements:

• CIOPORA requests that the EDV concept is clarified through an objective approach and a clear and self-consistent definition, which meets the objective to balance the scope of new breeding techniques and traditional breeding.

• CIOPORA maintains that for vegetatively reproduced ornamental and fruit varieties the EDV concept shall establish dependency for varieties, which are phenotypically distinct and predominantly derived from the Initial Variety.

• The degree of the phenotypic similarity and the number of phenotypic differences between the EDV and the Initial Variety shall not be taken into consideration for the establishment of dependency, but for the assessment of distinctness.

On general “Plant Breeders´ Rights Matters”:

This chapter is comprehensive and contains the CIOPORA positions on matters such as genera and species to be protected, the process of application and granting, conditions for protection (e.g. novelty), DUS examinations, ownership of plants, DUS reports and DNA samples and analyses, the composition and use of variety denominations, compulsory licenses, duration and cost of protection, provisional protection and enforcement of PBR and its cost.

CIOPORA, for example, calls for the provisional protection to be strengthened. This means that, in order to create a real incentive for breeders to launch their innovation at an early stage, the breeder of the new variety must be in the position to control the exploitation of his variety, i.e. to grant licenses and to stop “infringers”, even before the protection title is granted.

CIOPORA is also of the opinion that the use of the variety denomination should be obligatory not only in relation to propagating material but also in relation to harvested material.

For the entire Positions Paper please visit www.ciopora.org |||

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Plant variety protection is provided on a territory-by-territory basis throughout much of the world to encourage the origination of new plant varieties by rewarding the originators of new varieties that meet certain prerequisites with the right to a limited exclusivity in the new plant variety that they developed. One such prerequisite that must be satisfied in each country/ territory is that the variety is ‘new’ or ‘novel’. However, what is meant by ‘novel’ is not necessarily uniform across territories.

by Travis W. Bliss and Benton Duffett Buchanan Ingersoll & Rooney, P.C.

Overly stringent ‘novelty’ requirement for U.S. Plant Patents

Does the U.S. miss out on additional new varieties developed abroad?

B ecause of the territorial nature of plant protection, an originator of a new variety has certain choices to make regarding protection of said variety. Is variety protection to be sought? If so, should the protection be in a single country, or should additional countries be considered? Making these decisions frequently involves an analysis of many factors, including the type of plant that was developed and the climate and cultural habits of the country for which protection is being considered.

This decision-making process is further complicated by the fact that the U.S. applies a novelty standard for its Plant Patents that differs from – and is much more stringent than – the standard applied by much of the world. As a result of the differing legal standards, it is a distinct possibility that the U.S. is actually missing out on the introduction of some new plant varieties that were developed abroad.

History of plant protection in the U.S.

The United States was the first country in the world to provide a governmental system to grant exclusivity to the originator of a plant via the Plant Patent Act of 1930 (now 35 U.S.C. § 161 et seq.). This system grants a U.S. Plant Patent to the creator(s) of new vegetatively (asexually) reproduced plants. The Plant Patent provides the holder with an initial period of exclusivity (currently 20 years from the application submission date), after which the exclusivity ends and the plant is considered to have passed into the

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public domain. Nearly 27,000 vegetatively reproduced plant varieties have been protected in the United States by this method, to date.

In 1961, the UPOV International Convention encouraged countries throughout the world to offer protection for new plants, generally referred to as Plant Breeders Rights (“PBR”). Subsequent amendments, including those of 1991, have brought further refinements to the UPOV Plant Breeders Rights system. Seventy-four countries have chosen to embrace this treaty, including the U.S. To be a member of the UPOV, a country must have plant variety protection laws that meet certain criteria. To meet that requirement, the U.S. enacted the Plant Variety Protection Act of 1970, which primarily protects seed reproduced plants (7 U.S.C. § 23212582). As a result, the U.S. now has two separate systems for protecting new plant varieties: the original Plant Patent system and the newer Plant Variety Protection (“PVP”) system.

Two different plant protection laws

The existence of these two different plant protection laws in the U.S. has caused an interesting scenario in terms of ‘novelty’ requirements in the U.S. While the U.S. Plant Variety Protection Act of 1970, directed toward seed reproduced plants, has adopted the prescribed UPOV “novelty” standard, the original U.S. Plant Patent system for vegetatively reproduced plants has not been amended to conform to the UPOV definition of ‘novelty’, but rather the novelty requirement for U.S. Plant

Patents remains consistent with that of other types of inventions.

The plant protection system of UPOV has recognized that the introduction of a new plant variety in various countries/territories throughout the world commonly requires unique considerations unlike those encountered when contemplating the introduction of non-plant inventions (e.g., machines or inanimate products). More specifically, the satisfactory functioning of a previously unknown plant variety under diverse growing environments is subject to confirmation through time-consuming experimental growing at differing locations. Only thereafter can an informed decision be made concerning where introduction and protection of the new plant variety should be pursued. Additionally, plant quarantine issues additionally influence whether a plant variety can be grown in another country and under what circumstances. The UPOV system includes standards, such as the ‘novelty’ standard, that take into account these special considerations for new plant varieties.

The UPOV ‘novelty’ approach is believed to provide a more realistic standard for determining when novelty is lost once a new plant variety has been introduced to the public. Under the UPOV rules, for a new variety to be ‘novel’, the PBR Application must be filed less than one year after the variety was first “sold or otherwise disposed of to others” in the territory where the Application for protection is filed and must be filed less than four years after the variety was first “sold or otherwise disposed of to others” elsewhere in the world (or 6 years for a tree or vine).

This is in stark contrast to the novelty requirement for a U.S. Plant Patent.

The one-year window

The America Invents Act, effective March 16, 2013, among other things, restates the ‘novelty’ requirement for all U.S. Patents, including traditional Plant Patents.

Under this standard, ‘novelty’ is now deemed to end in the United States when a plant was “on sale, or otherwise available to the public before the effective filing date” anywhere in the world. However, if the public availability was less than one year prior to the filing date of the Plant Patent Application, then it will not destroy novelty so long as the public availability was the result of actions of the breeder/inventor (or another who obtained the plant directly or indirectly from the breeder/inventor).

Thus, though the novelty standards are similar for U.S. Plant Patents and UPOV Plant Breeder’s Rights with regard to availability of the new variety within the territory in

which protection is being sought, they differ greatly with regard to public availability outside of the territory.

More specifically, unlike the UPOV ‘novelty’ standard of 4 years (6 years for trees and vines) for availability outside the territory, a patentability issue will likely arise for a U.S. Plant Patent if there was plant availability (sufficient for the general public to gain possession of the plant) anywhere in the world more than one year prior to the effective filing date in the United States. Plant originators/inventors outside the U.S. need to be alert to this important precondition – Plant Patent protection must be timely sought in the United States once a new plant is introduced anywhere in the world.

Global harmonization?

Thus, one is left to reflect on whether this issue may be resulting in the

United States missing out on the introduction of additional asexually reproduced plant varieties from abroad due to the owners of those new varieties being discouraged from entering the U.S. as a result of the atypically stringent ‘novelty’ standard applied to U.S. Plant Patents. For example, if an originator of a new plant variety introduced the new variety abroad >1 year earlier, why would he/ she then bring that variety into the U.S. when no Plant Patent protection can now be obtained?

This raises the ultimate question: Should the traditional Plant Patent law of the United States (35 U.S.C. § 161 et seq.) should be modified to achieve global harmonization with respect to the definitions of plant ‘novelty’? Doing so would likely make the current ‘novelty’ standard being applied more realistic in view of the unique challenges faced by persons developing new plant varieties while simultaneously providing the U.S. with the benefit of an expanded array of recently-created plants. Thus, it seems there is a strong argument that an adjustment to the novelty standard for U.S. Plant Patents would be beneficial for both plant breeders and the public as a whole. |||

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Guide To Plant Breeders' Rights

28

In the 2014 CIOPORA Chronicle published by FloraCulture International, the author predicted: “… the envisaged revision of the EU trade mark system is highly detrimental to legal certainty and, consequently, to the interests of breeders and other trade mark holders alike”. It seems that this prediction has become reality, since the wording of the European Union Trade Mark Regulation (EUTMR) and, in particular, the current practice of the European Union Intellectual Property Office (EUIPO) makes it almost impossible to predict the outcome of a European Union trade mark (EUTM) application covering a broader range of species or even genera of plants.

by Thomas Leidereiter Green Rights

European Union trademarks and variety denominations

The chaos has arrived W

ith good reason, most breeders do not only assign one name to their newly-bred varieties but two. First, a variety denomination (VD) for the variety is chosen. According to Article 20(1)(a) UPOV 1991 “the variety shall be designated by a denomination which will be its generic designation”. In consequence, the VD is linked to the variety in question and eventually free for anyone to use once the plant variety right (PVR) for the variety has lapsed. Secondly, an increasing amount of breeding companies utilize trademarks to further protect the results of their breeding efforts. Such trademarks might be an individual product brand for the variety in question, a family brand covering a broader range of related products (e.g. the Calibrachoa range of a company) or an umbrella brand covering a whole range of products for a common purpose, e.g. for a company’s bed & balcony plants portfolio. Since trademarks can be prolonged for an indefinite period of time, and as they are not linked to an individual variety, the advantage of the combination of the two IP systems is obvious.

Trademarks and VD - the legal situation before March 23, 2016

In the past, Article 7(1)(c) CTMRR was the most relevant provision for the examination of Community Trade Mark (CTMR) application, which referred to live plants, agricultural seeds, fresh fruits, fresh vegetables or equivalent terms. According to said article, trademarks which consist “exclusively of signs or indications which may serve, in trade, to designate the kind” were not to be registered. CTMR applications consisting of an

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earlier VD were also considered to be “devoid of any distinctive character” (Art. 7(1)(b) CTMR) and sometime also to be “contrary to public policy” (Art. 7(1)(g) CTMR in connection with Art. 20(1)(a) UPOV 1991). The aforesaid provisions are still in force today under the EUTMR and, thus, relevant with regard to denominations of non-registered plant varieties and also applicable to trade marks that have been registered before March 23, 2016. However, since Art. 7(1) (c) CTMR only covers trademarks which consist exclusively of an earlier VD, their scope of application is rather clearly defined.

Trademarks and VD - the new Art. 7 (1) (m) EUTMR With the European trademark reform Article 7 (1) (m) EUTMR was introduced. Today, also the following shall not be registered: “trademarks which consist of, or reproduce in their essential elements, an earlier plant variety denomination registered in accordance with Union legislation or national law, or international agreements to which the Union or the Member State concerned is a party, providing for protection of plant variety rights, and which are in respect of plant varieties of the same or closely related species”. What are the changes, the new paragraph brings?

1. T rademarks that consist of an earlier VD

Under the new Article 7(1)(m) EUTMR, trademarks which consist of an earlier VD that is registered as a Community Plant Variety Right (CPVR) or nationally shall not be registered if the application covers plant varieties of the same or closely related species; this is simple.

In addition, the EUIPO decided that Article 7(1)(m) EUTMR also refers to VDs of varieties that have

been, but are no longer, registered.

According to section 2.13.3.2 of the Guidelines for Examinations of European Trademarks, “Article 7(1)(m) EUTMR applies only in respect of plant variety denominations that were registered […] or had expired or been surrendered or terminated at the time when the EUTM application was examined”; simple again.

2. Trademarks that reproduce in their essential elements an earlier VD

The actually problem results from the second alternative of Article 7(1) (m) EUTMR, pursuant to which trademarks that “reproduce in their essential elements” are affected by an earlier VD. The concept of “essential elements” of a trade mark is new to the European trademark regime, and the definition of the concept is anything but clear.

3. Examples

According to the Guidelines, under Art. 7(1)(m) EUTMR the following situations may arise: a) The EUTM applied for consists of an earlier plant variety denomination, for example the word mark ‘ANTONIO’ for fruits and vegetables. Since ‘ANTONIO’ is an earlier plant variety denomination for peppers, the Office will object with regard to peppers. b) The EUTM contains an earlier plant variety denomination.

Whether the application is objectionable or not will require a more detailed assessment.

In particular, the Office will examine whether the plant variety denomination is one of the essential elements of the EUTM application. Accordingly, the trademark application “ANTO-

NIO MARIN VEGETABLES” for “fruits and vegetables” would be refused. On the other hand, the trade mark could be registered for “fruits and vegetables” since ANTONIO is not considered to be an essential element of the trade mark according to the guidelines.

Even more puzzling and is the following rule provided for in the Guidelines: “… when more than one plant variety denomination appear as an essential element in a trademark application, for example a plant variety denomination for ‘apples’ and another one for ‘strawberries’, the list of goods will have to be limited in order to exclude the goods covered by each plant variety denomination, that is to say, apples and strawberries. This also applies where the two plant variety denominations are joined in the same term, for example MARINEGOLD, where both MARINE and GOLD are protected; the list of goods will have to be limited in order to exclude the goods covered by each plant variety denomination”.

Various EUTM applications covering “natural plants” have already been objected to by the EUIPO, e.g. “Ice

N’ Roses” or “Summer of Love” since “Ice”, “Rose”, “Summer”, and “Love” are registered VDs for different species.

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4. The consequences

With regard to a product brand, i.e. a trademark that shall serve to designate only an individual variety of a company, the consequences are limited. The list of goods can be narrowed down to the species of the variety in question and, thereby, most other species are excluded as possible sources for conflicting VDs. If, however, the trademark shall function as an umbrella brand and, thus, needs to cover goods such as “ornamental plants”, “fruits”, “vegetables” or the like, the problem is obvious.

Suddenly, all kinds of variety denominations become relevant even if the denomination in question is only one part of the trademark elements – as shown best by the example of “ANTONIO MARIN VEGETABLES”. Although ANTONIO is only one element of the application, the EUIPO would not allow an unlimited trade mark because of the earlier VD “ANTONIO”.

And finally, how would the EUIPO handle a EUTM application “RICE”

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Guide To Plant Breeders' Rights

covering “natural plants and flowers”?

The term “RICE” is not a registered VD according to the CPVO Variety Finder. However, “ICE” is a VD for varieties of Oryza sativa L. and Medinilla Gaudich. Since “RICE” does contain in its essential elements the term “ICE”, would the application have to be opposed to and eventually limited?

Conclusions

First of all, it seems that the end of “speaking denominations” has arrived, since such VDs will inevitably block countless trademarks literally forever.

Once registered on the UPOV level, the VD can no longer be used as – and, more importantly, as an essential element of – a trademark, even if the PVR has lapsed. Any investments in such a name are in vain. Thus, only coded VD should be used in the future. Most importantly, all breeder associations should quickly react and advocate a revision of Art. 7(1)(m) EUTMR. The phrase “or reproduce in their essential ele-ments” needs to be eliminated from the current provision as its scope seems almost indefinite.

In any event, choosing the right trade mark in the plant sector has become a challenging task. |||

October 2016 | www.FloraCultureInternational.com

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30

The Nagoya Protocol, signed in 2010, aims to ensure that the country of origin of the planet’s genetic resources, gets a fair share of the benefits of that resource when it is researched or developed. This article provides a description of the current state of the international protection of genetic resources.

Update on the Nagoya Protocol and its EU implementation L

et’s start with some background. In 1992, a specific convention on biodiversity, called the Convention on Biological Diversity (CBD), was adopted.

The CBD’s main objectives were to ensure that (i) the planet’s genetic resources (i.e. essentially all natural biological material, including material of plant origin) remained sufficiently conserved, (ii) they would be used in a sustainable manner, and (iii) the benefits arising out of their utilisation would be fairly and equitably shared with the countries providing those genetic resources.

To achieve those objectives, the CBD legally enshrined the principle that Parties to the CBD have sovereign rights over their own natural resources.

The CBD also recognized the importance of traditional knowledge associated with such genetic resources.

Lengthy process

by Philippe de Jong ALTIUS

A lengthy process of further discussions then followed on how the CBD could be given more power, eventually led to the adoption, on 30 October 2010, of a supplementary agreement to the CBD, the Nagoya Protocol on Access to Genetic Resources and the Fair and Equitable Sharing of Benefits Arising from their Utilisation (Nagoya Protocol).

Under the Nagoya Protocol, which particularly seeks to strengthen the third objective of the CBD (i.e. the fair and equitable sharing of benefits arising from the utilisation of genetic resources), Parties can implement rules on access to genetic resources and on the sharing of benefits arising out of their utiliza-

www.FloraCultureInternational.com | October 2016

tion. Access is regulated by means of a requirement for prospective users of genetic resources to obtain prior informed consent (PIC) from the competent national authority, whereas benefit sharing is regulated through private law contracts between the user and the country of origin, referred to “mutually agreed terms” or “MAT”.

Finally, the Nagoya Protocol urges its members to implement a system of checks to make sure that the local rules on access and benefit sharing have been complied with.

The Nagoya Protocol entered into force on October 12th 2014. In the meantime, 80 Nagoya Protocol Parties have ratified the Protocol, the most recent ratifications emanating from Belgium (on August 9th 2016) and Bulgaria (on August 11th 2016). According to the CBD website, the goal is to reach 100 ratifications by the time the second Conference of the Parties (COP) to the Nagoya Protocol is held in December 2016 in Cancun, Mexico.

In the European Union (EU), the development of access and benefit-sharing rules has been left to the Member States. Pursuant to the rules of the CBD, they have sovereign rights over their respective genetic resources.

The EU, however, has implemented the compliance pillar of the Nagoya Protocol. To do so in a harmonised manner, it has developed a specific Regulation in that regard, officially called “Regulation 511/2014/EU of the European Parliament and the Council of 16 April 2014 on compliance measures for users from the Nagoya Protocol on Access to Genetic Resources and the Fair and Equitable Sharing of Benefits

Arising from their Utilisation in the Union” (the Basic Regulation).

The Basic Regulation has been complemented with an Implementing Regulation. In addition to those two legislative instruments, the European Commission, in August 2016, also adopted a non-binding horizontal guidance document further explaining the scope and the core obligations under the Basic Regulation (the Horizontal Guidance). Finally, seven vertical guidance documents are being prepared on the notion of ‘utilization’ per sector affected by this new legislation (the Vertical Guidance), including one for the plant breeding sector.

Horizontal and Vertical Guidance

CIOPORA has actively participated in the stakeholder meetings that were held in preparation of the Horizontal Guidance. It is furthermore represented by three delegates, including myself, in the expert group assigned with the development of a draft Vertical Guidance document. Although CIOPORA supports all three objectives of the CBD, including the need for benefits arising out of the use by private entities of a country’s natural resources to be somehow shared with that country, it is also wary that an overly broad interpretation of some of the key terms in the Nagoya Protocol and the EU implementing rules on compliance does not hamper innovation in the ornamental plant breeding sector.

This concern applies in particular to the notions of ‘genetic resources’ and the ‘utilisation’ thereof.

Since the guidance given in respect of these terms in the Horizontal

Guidance is still somewhat ambiguous, CIOPORA continues to support a practical and feasible interpretation of these terms in the Vertical Guidance, which it believes to also be in line with both the text and the spirit of the Nagoya Protocol.

Breeder’s exemption

In respect of the type of genetic resources covered by the obligations of the Nagoya Protocol and the EU compliance rules, CIOPORA has, supported by many other stakeholders, taken the view that this should not relate to commercially available material of cultivated plant varieties, since these are not natural resources over which Nagoya Protocol Parties can exercise sovereign rights.

At the very least, the EU compliance rules should not impose due diligence obligations in respect of a third country’s access and benefit sharing legislation claiming sovereign rights over commercial varieties, as this would neither be appropriate or proportionate, as required by the Nagoya Protocol. Having the due diligence obligation apply to commercial varieties used as starting material in a breeding process would, in the opinion of CIOPORA, furthermore run counter with the breeder’s exemption under plant

variety rights law, although this latter concern is not shared by the Commission in the Horizontal Guidance.

Clearly, a Nagoya Protocol Party can impose benefit sharing obligations in respect of commercial varieties developed through the use of an accessed natural resource in the MAT concluded with the prospective user. However, such obligations are part of the private contractual relationship between the provider country and the prospective user. It is not a matter to be checked by the competent national authorities under the due diligence obligations of the EU compliance rules, which are limited to a formal check of the existence of PIC and MAT, and do not provide for means to enforce their content.

In respect of the type of activities that amount to utilisation, which is defined in both the Nagoya Protocol and the EU compliance rules as ‘to conduct research and development on the genetic and/ or biochemical composition of genetic resources, including through the application of biotechnology …’, it is the position of CIOPORA that this is only the case for activities that involve both research and development, i.e. activities of experimental development. Activities consisting of the screening of biological material in the wild or in genebanks

The Nagoya Protocol sets targets to protect the natural environment and its endangered species and habitats.

2016

Guide To Plant Breeders' Rights

to find interesting traits, assessing a material’s breeding value or the use of pathogens to find resistance genes, are not and should not be covered by that notion.

Workshop Brussels

CIOPORA's representatives will continue to defend this position and have most recently done so during a workshop on the draft Vertical Guidance which was held at the European Commission in Brussels on September 20th 2016. The discussion with the Commission was constructive and, in addition to the above point, CIOPORA emphasised that consistency is needed between the various sectoral guidance documents.

However, it is eventually up to the Commission to decide on the content of the Vertical Guidance, which is said to be due by the end of 2016. Given the uncertainty surrounding these and other issues, however, it is possible that that timeline is further extended. And it is also expected that some of them will be addressed during the second COP in Mexico in December 2016. Reports on these developments will be provided in the periodical updates in the CIOPORA newsletter. |||

October 2016 | www.FloraCultureInternational.com

31

32

The aim of Plant Breeders’ Rights (PBR) – or any system of IP – is to serve as a tool to stimulate invention, as breeding and inventing benefit the progress of mankind and society. For entrepreneurs and inventors of plants or otherwise, strong IP regulations are indispensable and essential.

Intellectual Property

Systems: a tool, not a goal I n horticulture, PBR and other IP rights are the bread and butter interest for the breeder, and an interest that concerns the entire industry chain. Because of this, it is vital to safeguard the separate IP systems. However, all concerned parties in the supply chain have failed to do so adequately…together, we need to take action.

To save and improve the PBR System

by Mia Buma

As the horticulture industry, we have not maintained our PBR system well enough and or prepared it for new developments. Why, for example, is the patent system now seen as a threat for the sector? Because our industry did not succeed in solving the weak points in the PBR system.

UPOV, the International Convention for the Protection of New Varieties of Plants, has not been updated since 1991; at that time there were a limited amount of UPOV member countries compared to today, there were hardly any genetically modified organisms (GMOs), and we weren’t yet living in a digital world.

Now consider that issues like minimum distance, essentially derived varieties (EDVs) and the development of patents are used more often in the sector. If we do not succeed in solving our own problems with the PBR system, it will very likely be taken over by other systems in the future.

Minimum Distances

In Spring 2016, CIOPORA and AIPH gave a joint presentation at the UPOV meetings in Geneva to ask again for their attention on the matter of minimum distance between varieties, meaning how different varieties must be in order to be granted separate PBR protection and to fall out of the scope

www.FloraCultureInternational.com | October 2016

A ‘clear difference’ in today’s practice can be seen in the picture: one variety has red; the other variety has green pedicels. Obviously, the difference is ‘clear’ in the sense that it can be seen - from underneath the plants. Still, the question is whether breeders want candidate varieties to be granted CPVR protection on the basis of such small differences.

of an earlier protected variety.

Minimum distance is one of the cornerstone concepts of the UPOV PBR System, and has been a highly controversial issue since the beginning of the convention.

The ornamental industry urgently needs progress in this matter in order to achieve a broader distance between protected varieties. Horticultural breeders and growers need to distinguish themselves with their products on the market in order to gain return on their investment, and breeders in particular to benefit from protection titles that

give them stronger and better enforceable rights. As Thomas Leidereiter wrote in the 2013 CIOPORA Chronicle (page 40): “Each new candidate variety should literally be “new”, to be able to get a reasonable share in the market or to even develop its own market. This means the candidate should be ‘sufficiently’ unique or ‘original’ compared to the varieties already available on the market.” He hit the nail on its head by continuing, “PBR, as an IP right, constitutes a legal

title. While botanists, of course, are called in to explain the differences which can be found between two varieties, it is a legal task to define the minimal distances between varieties. Eventually, it is a political issue.”

Bandwidth

The sector should focus on this important discussion concerning the distances between varieties and not on developing morecomplicated explanations of the articles of EDV in the UPOV 1991 Convention. The essence of the discussion should be: Is there a new variety -yes or no? If one can live with a certain bandwidth between varieties (which should be possible at least in ornamentals), the issue of EDV could be solved in a less complicated and more juridical and clear way. Criteria for acceptance of and agreement on distances must be created. UPOV should continue

to formulate and describe the relevant characteristics for important varieties as was started before the introduction of the 1991 Convention, with the goal to help decide if the criteria for distinctness were reached.

In terms of characteristics, it has been decided that important aspects are: Illness resistance is more important for some varieties than for others, think of vegetables; For ornamentals the color of the flower is more important than the stand of the leave; How important is the new characteristic for the commercial horticultural sector?; How important is the new characteristic compared with other relevant characteristics?

Furthermore, we must bear in mind that this 'minimum distances' question has to be answered in the light of the legal basis of the breeder right system, namely that breeding of

new plant varieties benefits the progress of mankind and society. In short, the width of a variety will have to be determined individually on the basis of important variety characteristics (main characteristics).

The establishment of common guidelines in this regard has already agreed upon in the conferences to the UPOV '91 Convention, but unfortunately – as mentioned above – has not been addressed further by UPOV since.

Action is needed

The urge to keep the UPOV system strong, clear and workable is larger than ever before. For all persons who are involved in breeders’ right professionally (UPOV, CPVO and on national controlling board levels), the biggest challenge is to ensure that a balance between the PBR and the other IP systems will be created.

From perspective this improved PBR system is an essential condition to restore its position. |||

2016

Guide To Plant Breeders' Rights

Trade Fair Guide

2016

Royal FloraHolland

The future is NOW! Using ‘The Future is NOW! tagline, the 17 th Royal FloraHolland Trade Fair is set to take place from Wednesday to Friday, 2-4 November 2016. Trade show hours are from 9.00 to 17.00, on Friday from 9.00 to 15.00.

Perfectly in line with the auction’s new strategy for the period up to 2020, the ‘Flowering the World Together, Planting Seeds of Opportunity for our Members’ road map, the three-day event brings together a big number of supply chain operators and helps them achieving the goals set out in Royal FloraHolland 2020: better margins for the member growers and their customers and a higher expenditure on cut flowers and plants.

This year’s theme is 'The Future is NOW!'.

The horticultural sector is innovative and the future promising. So much is happening around the world, for example to make horticulture more sustainable. By sharing our expertise with each other, making clever connections and responding skillfully to the market's needs, we can keep growing together and stay ahead as a sector.

FloraCulture

36

Final preparations for the 2016 Royal FloraHolland Trade Fair are now underway and trade show manager Wilma van Straalen and her colleague Jantien van der Leest anticipate another successful edition in the event’s 17 year history.

Sneak peek: final preparations for

Royal FloraHolland Trade Fair

M

ore than 700 exhibitors will flock to Aalsmeer, flower capital of Holland, for the annual Royal FloraHolland Trade Fair. Held in early November, the event is to the trade only and dedicated to potted plants, fresh cut flowers and nursery stock produce. In total, there will be over 15,000 visitors who, given this year’s theme, will explore the challenges of real or imagined futures.

The Future is NOW!

“The 2016 theme ‘The Future is NOW!’ reminds us that our-day-to-day business should not prevent us from addressing tomorrow’s need for change,” said Wilma.

Invited to deliver a keynote address is Rik Vera, a business author and keynote speaker from Belgium, who will set out guidelines to help organisations contemplate their future in more critical and successful ways. “His topics will include making flower and plant sales online using Royal FloraHolland’s FloraMondo platform,” Jantien said.

And if we are to believe Vera’s own words, his presentation will be inspiring, enlightening and energizing. “Never postpone what you can do today until tomorrow.

Projects that are supposed to end in 2020 or 2025 are pure insanity.

Your competition, your industry and, most of all, your customers will no longer be the same by then. It’s impossible to predict how our world will have changed by then. Don’t forget that we’re moving so fast that the future will be here a lot sooner than you think. Act now, but always keep your Day After Tomorrow in mind,” stated Vera.

Let it Grow Cafe

by Ron van der Ploeg

Jumping on the new urban lifestyle bandwagon. the Royal Flo-

www.FloraCultureInternational.com | October 2016

Left to right Royal FloraHolland Trade Fair organisers Wilma van Straalen and Jantien van der Leest.

raHolland Trade Fair will highlight letitgrow.org, an online platform launched last spring to provide an environment specifically designed for (horticultural) entrepreneurs, artists, companies and consumers.

Jantien: “Working closely with Royal FloraHolland, the platform will encourage start-up companies to develop new initiatives to help build healthy, sustainable and livable environments.

Their ideas will be put to the test during the Let it Grow Cafe where they will try to sell their ideas, receiving direct and critical feedback from the audience. “What follows is a Build Up to sharpen the business strategy and ..with hopefully in the wrap up a Gift, with investors bold enough to take a chance and commit themselves for a certain period providing them any kind of support”, explained Jantien.

Plant-focused event

The 2016 FloraHolland Trade Fair promises a packed schedule of events but remains above all a plant-focused event with plenty

of opportunities for forging new business relationships and placing orders.

“To date, 735 exhibitors from home and abroad have booked their space, including 470 plant growers, 150 flower growers, 50 breeders, nine trading companies and another 56 'added value' services,” said Wilma.

She went on to say that all the participants will share the 25,000m2 trade fair floor which has three areas. The largest space is devoted to houseplants, while the cut flower section is located near the main entrance. Floral wholesale, ornamental plant breeding, horticultural supplies, packaging and floristry equipment are activities that can be found at the heart of the trade fair.”

Royal FloraHolland House

“Now in its second year the FloraHolland House will again occupy pride of place right in the middle of the show. Here industry professionals can meet to exchange ideas and discuss the latest trends

and challenges for the ornamentals industry worldwide,” outlined Wilma. Contained within the walls of the Royal FloraHolland House is a business lounge and a press room in its direct vicinity.

Bursting with activity will be the Hana-Ike battle which premiered at last year’s show. This floral design competition, for many years a firm favourite for attendees at Tokyo’s Ifex show, invites contestants to show off their sense of style and techniques in 5 minutes, with the designer receiving the most applause from the audience being selected as the winner.

Novelty showcase

True to tradition, competition for novelty products are a feature of Royal FloraHolland Trade Fair exhibitions. The Royal FloraHolland Novelty Showcase will highlight spectacular plant novelties, new cut flowers and smart merchandising concepts. The winners of the 2016 Glass Tulip Awards, Holland’s green industry’s version of the Oscars celebrating the best breeding breakthroughs and smartest merchandising concepts, will again be in the spotlight. The showcase will also feature a sizeable number of new plants entries that have just been or will soon be launched onto market.

Royal FloraHolland House.

Truly international

The exhibition will be truly international, with exhibitors from several other European countries, and even from as far afield as Colombia and Japan. Coordinating Colombia’s presence is Camila Camacho, local area manager for Royal FloraHolland in Latin America.

She told FCI that the upcoming Royal FloraHolland Trade Fair offers a fantastic opportunity to browse and buy from a collection of South American roses, Hydrangeas, Gypsophilas, tropical cut foliages, Alstroemerias and Hypericum beauties, showcased by four Colombian and three Ecuadorian growers. “Submitted by Napy Colombia will be Heliconia Eclipse while his fellow citizen Alexandra Farms will display their old-English type garden rose ‘Ashley’. Also from Colombia are the award-winning Alstroemerias from Bicco. Ecuador will be represented by Royal Flowers sending in their Paloma rose. Already set to cause a stir is the Black Pearl rose from Rosaprima.”

Top quality and every imaginable attention to product detail can be found at the booth of the Flower Auction Japan.

Foreign visitors are excepted from a multitude of countries, with Holland’s near neighbours well-represented.

But walking the busy aisles it is not uncommon to hear Italian, Spanish, Polish or even Russian. “Up to 30%

2016

Royal FloraHolland Trade Fair Guide

of our visitors come from abroad and frequently include Dutch floral wholesalers who are accompanied by their foreign customers.”

Scope

Standards of presentation and of quality of the flower and plants, all beautifully displayed, are as high as can be found at similar events anywhere in the world. In the very wide diversity of products on show, the most immediately noticeable are potted Phalaenopsis, potted roses, Kalanchoe and rose, a genus for which Dutch breeders have a widely established reputation.

The scope of the very first FloraHolland Trade Fair was to show buyers from Holland and abroad what Dutch growers could offer. Its main purpose is still important today, but many exhibitors are there to show goods and services that are needed by plant producers and plant retailers.|||

Free pre registration Your e-badge sent to you in advance E-newsletters with show updates Register free now www.eventpartners7.nl/floraholland/ Aanmelden/event/tradefair/lang/NL www.royalfloraholland.com/tradefair

October 2016 | www.FloraCultureInternational.com

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FLORAHOLLAND HOUSE INFO STAND

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2 Berg Hedera’s BV, Van den 2 Berkhout Plants 1 Bernhard Premium 2 BERNHARD-ORCHIDS 2 Best Bromelia, v.o.f.

2 Bestplant 1 Beyond Chrysant 2 BK Plant 2 Bloemenhandel Jack van Vlerken B.V. 2 Blom b.v., Gebr.

2 BLOM BOOMKWEKERIJEN, DICK 1 Blooming Innovations 1 Bluebird Flowerfarms 2 BM ROSES 2 Boer, WTM de 1 Boers Amaryllis 2 Boers Tuinbouw 2 BOGREEN OUTDOOR PLANTS B.V. 2 Bongaards 2 Bonito Plant 2 Bontekoe B.V., ŶƚƌĞĞ Salixkwekerij 2 Boomkw Henk Molenaar ϭϯ 2 Boplant bvba 1 Borst Bloembollen 2 Bos ϯϱ͘ϭϲ

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2 Aardam planten bv 2 Aardse Orchideeën 2 AARTS FAR EAST CO., LTD. 2 Aarts Kwekerijen 2 ABOUT PLANTS ZUNDERT BV 2 ABZ Seeds 2 AD SALES SUPPO RT 2 Adriaenssens Peter 2 Adrichem potplanten 2 Aeroplas Europe BV 2 African Roots 2 Afriflora 2 Agriom 2 Air So Pure 2 AllsenzA 2 ALLURE TUINPLANTEN BV 2 Altanova 1 Amaryllis FPC 2 Amazone Amaryllis 2 Amazoneplants 2 Amigo plant 2 AMIGRA ϯ ϰ ϱ ϲ 2 Ammerlaan - Sosef Potplantenkwekerij 2 AMMERLAAN ORCHIDEEEN 2 AMMERLAAN THE GREEN INNOVATOR Ϯϳ͘ϭϴ

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2016

Royal FloraHolland Trade Fair Guide

October 2016 | www.FloraCultureInternational.com

39

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40

2 Bos Premium Ardisia’s, Van den 2 Bos, Kwekerij ‘t Nieuw 2 Bosch, R.C.P. van den 2 Bouvardia 2 Braam Youngplants 2 Bredefleur 2 Breugem Plants 2 Broekhof 2 Bromelia Brigada 2 Bruin Plantpot, De 2 Bunnik Creations 2 BUNNIK PLANTS 2 Butterfly Garden / Tvillingegaarden 2 Butterfly-Orchids 2 Buxus Kwekerij Wim van Winden BV 2 By Special 2 Cactuskwekerij Stolk 2 Camellia 2 Cammeraat vof, J.G. 2 Caparis Hederaculturen 2 Captein & Zoon, Boomkwekerij P.W. 2 CARNI FLORA BV 2 CHIC 2 Chrysal Africa B.V. 2 Chrysal International B.V. 1 Chrysanthemum, Just 2 Citrina 2 CJ ORCHIDS BV 2 Clayrton’s 2 Colours of Nature 2 Corn. Bak bv 2 Corsaplant 2 Craff Flower Creations 2 CREA GREEN nv 2 Créastyl 2 CROON, KWEKERIJ J DE 1 Crown Jewels Gloriosa 2 Croyse Tuin BV 2 CSS 1 CyMoreFlavour 2 Cympha Phalaenopsis 2 Daalen Orchideeën, Van 2 Damen, Fa H.C. 2 Danziger “Dan” Flower Farm 2 DE 5 VAN DOLF 2 DE BRUYNE - FLANDRESSE 2 De Molenhoek bv 2 De Vries potplantencultures bv 2 DEBO-Plant 2 DECOFRESH HOLLAND 1 Decorum 2 Decorum 2 Decowraps Europe B.V. 2 Decowraps Miami Accents 2 Dehne Topfpflanzen GmbH & Co. KG 2 Dekker Chrysanten BV 2 Dekkers, Coen 1 Del Golfo Green soc coop arl 2 Deliflor Chrysanten 2 Denlop natural arts 2 Desch Epla BV 2 Desch Plantpak BV 2 Dijck vof, E van 2 Dijk Natural Collections 2 Dillewijn Zwapak 1 Does vof, Van der 2 Dolc’Amore 2 Dons boomkwekerij 2 Dool plant BV, van den 2 Double check lily 2 DRACAENAKWEKERIJ DE PLAATS BV 2 Drentheflowers 2 Drieplant 2 Drijfhout 2 Duif International 2 Dümmen Orange, Fides B.V. - 2 Dutch Flower Group 2 Duynplant B.V. 2 Dymak Holland BV

25.1 27.14 D.19 A.1 22.24 A.17 39.1 22.20 42.18 51.6 42.2 41.2 41.20 C.13 27.5 33.3 41.3 12.3 43.19 43.5 23.6 27.8 A.3 21.12 21.10 7.2 23.7 42.1 A.25 13.3 20.12 45.8 19.4 A.18 A.26 41.10 10.8 25.6 39.1 10.1 35.3 49.2 36.1 A.22 38.10 23.1 46.1 39.1 25.6 13.8 6.1 31.1 51.7 51.5 C.2 18.4 28.3 1.4 22.15 51.21 51.13 50.16 50.21 22.16 22.12 1.1 28.2 47.3 46.5 14.1 48.10 36.2 49.17 45.16 22.4 20.8 18.2 31.1 21.3

2 Dynaplant 2 Easy Grow bv 2 Elburg-Smit B.V. 2 Elka Kistenfabriek BV 2 EL-RI-JO, Handelskwekerij 2 ELSTGEEST POTPLANTEN 2 Elstgeest Youngplants 1 EMF-Valstar 1 Eminent-Roses 2 Endhoven, Chris 2 Erik de Boer Plants 2 Esmeralda bv, Kwekerij 2 Esperit Plant 2 EUFLORIE 2 Eurocactus BV 2 EUROSA 2 EuroTrend 2 Evanthia B.V. 1 Evanty 2 Exoticplant bvba 2 Eyken, Boomkwekerij F. van 2 F. Hofland en Zn. B.V. 1 F1 Flowers 2 Fa. Freek van der Velden 2 FACHJAN 2 Fashion Flowers aps 2 FBBPlant 2 Feldborg A/S 2 Fikona 2 Fiore 2 Fiorile 2 Flamingoplant 1 Fleur Market 2 Fleuroselect 2 FlevoFlora 2 Flor XL 2 Flora MGB 2 FLORAHOLLAND PV 2 Florali Di Weistra 2 Floralife 2 FLORALIS LISIANTHUS 2 Floramotion 2 Floraplanet 2 Florensis 2 Floricultura b.v.

2 Florist Holland B.V. 2 Floritec 2 Florius B.V. 1 Flower 4-all 2 Flower Auction Japan Inc 1 Flower Board - The Financial Company LTD 1 Flower Handling Services 2 FlowerBoost 2 FN Kempen 1 Focus On Gerbera 2 Fondieplant 2 Forever Plants Group 2 Fransen Orchideeen 2 Fresco Flowers 2 Fuerte Planta 2 Fusioncolors bv.

1 Future Flowers 2 Gaarslev A/S 2 Gärtnerei Viehweg 2 GEBR GROOTSCHOLTEN BV 2 Gebr. Van Eijk 2 Gebr.v. Velden 2 Gediflora 2 Geest bv Amaryllis, NL van 2 Geest potplanten, D.C. van 2 Gerbera Factory 2 Gerbera United 2 Gevers planten 2 Global Pack 2 Globe Plant b.v.

2 GLOBE PLANT B.V. 2 Glorious Gloriosa 2 Gova BV 2 GP Powerplant

www.FloraCultureInternational.com | October 2016

47.12 49.7 51.8 51.1 24.6 47.2 A.24 10.4 10.7 49.11 24.1 B.7 43.17 36.3 35.4 42.6 42.8 14.2 11.2 A.29 43.4 31.1 11.5 31.1 43.13 D.1 39.1 41.21 36.18 A.16 44.18 39.1 1.2 15.1 49.13 31.1 A.21 D.17 49.8 51.3 A.15 47.12 39.1 22.28 20.3 22.7 22.9 14.10 10.6 13.12 9.4 9.6 44.10 24.5 8.1 23.8 34.2 45.12 14.6 48.1 42.4 2.2 C.21 25.6 D.2 31.1 45.16 15.8 41.1 33.1 39.1 A.6 39.1 22.18 27.18 20.1 39.1 31.1 47.12

2 Green Collect Point 2 Green Collect Point 2 Green Connect, Rose Connect & OZ Import 2 Green sales & promotions 2 GREENBALANZ 2 Greenroad BV, Prudac- 2 Griffioen Plants 1 Gro4u 2 Groene tint anthuriums 1 Groot & Groot 2 Groot, De 2 Growfun B.V. 2 Günter Hoffmann GmbH & Co KG 2 H.L. Hoogervorst B.V. 2 Haenen Anthurium 2 Handelskwekerij Ubink 2 Hartog BV, Kwekerij 2 Hassinger Orchideen 2 Hawaii Gartneriet I/S 2 Hazeu Orchids 2 Heboplant 2 Heijnen Potplanten, J. 2 HELLEBORUS GOLD COLLECTION 1 Helvoort Chrysanten, Van 2 Hendriks Young Plants 2 HENRI-JET, KWEKERIJ 2 Herburg Roses/vd Berg Gerbra 2 Hertog Noordam 2 Heuchera Indian Summer 2 Hillplant B.V. 2 Hilverda De Boer 2 HilverdaKooij 2 Hoef BV, Kwekerij de 2 Hoefnagels BV 1 Hofland Freesia 2 Hogervorst & zonen B.V., E.J. 2 Hogervorst, Gebr.

1 Holla Roses 1 Holstein Flowers 2 Hooftman, V.C. 2 Hoog Bos, ‘t 2 Hoog Orchids, De 2 Hoogendoorn Stephanotis 2 Hoogeveen Plants 2 Hoorn Bloommasters 2 Hoorn Orchideeen bv, vd 2 Hoorn Succulenten, van der 2 Horizon 2 Houwenplant 1 Hoven en de Mooij 2 Huisman Chrysanten 2 Hulst Rozenkwekerijen, Van der 2 Humako Holding BV 2 Hurk, Boomkwekerij J.vd.

2 Hydrangea Breders Associatio 1 Ichtus Flowers 2 ID Flor 2 IJzelenberg potplanten BV 2 Inca orchids 2 Informatie stand PV planten 2 ISLANDPLANT B.V. 2 J & P ten Have B.V. 2 J. Straathof B.V. 2 JA Streng & Zn Potcultures, Fa 2 Jac de Jong 1 Jac.Oudijk 2 Jacaranda b.v.

2 Jacoba Nurseries 2 Jansen’s Overseas B.V. 2 JANS-JANS 2 JHL 2 JK Plant 2 JMplants 2 Jodeco Glass BV 2 Joflor 2 JoGrow 2 Johan Eveleens 2 Jongenotter 2 Josef Heuger

41.7 41.8 19.2 47.8 D.22 17.2 43.14 1.2 39.1 6.1 44.3 50.14 50.2 31.1 25.6 43.20 50.13 19.10 41.19 45.2 C.6 47.15 33.10 8.4 22.3 41.5 A.14 42.14 27.16 31.1 21.2 22.11 27.4 27.6 6.1 49.16 44.16 2.4 4.1 34.7 27.1 41.15 23.5 24.7 21.1 48.6 49.20 24.10 36.16 5.1 A.5 B.4 D.20 46.7 16.8 4.1 39.1 D.4 35.14 36.12 38.8 31.1 31.1 33.4 39.1 6.1 A.20 25.7 42.12 23.4 39.1 D.26 33.7 22.8 49.22 31.1 41.4 39.1 33.10

2 Joy Plant 38.6 2 JUB-Holland/Jac Uittenbogaard & Zonen B.V. 50.12 2 JUNGHEIM BOOMKWEKERIJEN D.3 2 JungleStar Bromelia’s 31.1 2 Jura Botanica 34.16 1 K.Kuipers en zonen 1.9 2 Karma Plants 44.9 2 Kebol bv 51.11 2 Kentia kwekerij G. Stolze 31.1 2 Kester, C&M 47.9 1 Kiep Flower 8.6 2 KLAVERVIER PLANTSALES 23.10 2 Klein Mexico 49.18 1 Klondike Gardens V.O.F. 8.3 2 Knaap, Jan van der 36.10 2 KOELEMAN POTPLANTEN C.3 2 Koen Pack BV 51.16 2 Koen Pack Manipal Ltd 51.18 2 Kokoplant B.V. 47.10 2 Kolster bv A.23 2 Koningstuin 36.9 2 Kooij, Jac BV 51.14 2 Koolhaas Natuurlijk B.5 2 Koppens Steeghs Import Export B.V. 50.6 2 KP Holland 34.12 2 Kreative Roses Ltd 15.10 2 Kreling chrysant A.10 2 Krimpen BV, Van 51.10 1 Kromhout, D.C. 10.12 2 Kuijf Boomkwekerij, Ron 41.6 2 Kuijpers-Janssen, MTS. 25.6 2 KWEKERIJ BLOEMENDAAL D.3 2 Kwekerij De Amstel Custers Plants B.V. 25.6 2 Kwekerij de Bonfut 31.1 1 Kwekerij de Munck 6.1 2 Kwekerij De Palmentuin BV 31.1 2 Kwekerij Duijn-Hove B.V. 31.1 2 KWEKERIJ JONGERLING 42.7 2 Kwekerij kap-tiegelaar 39.1 2 Kwekerij Koningshof v.o.f.

31.1 2 Kwekerij Maron 39.1 2 Kwekerij Meeslouwer 37.1 2 Kwekerij Montis Moerkapelle B.V. 31.1 2 Kwekerij Op Dreef 45.12 2 Kwekerij R. Mooijman 31.1 2 Kwekerij Rene Boers B.V. 33.10 2 Kwekerij Tass 39.1 2 Kwekerij Ton van der Hoorn BV 43.12 2 Kwekerij Vlasman 31.1 2 Kwekerij Vreugdenberg B.V. D.11 2 Kwekerij, Luiten BV 23.3 2 L Z Orchidee 46.6 1 La Nuova Floricoltura Meridionale 11.3 2 Laban, J.A 45.5 2 Laguna 39.1 1 Landscheiding, Kwekerij de 4.1 2 Lansbergen 39.1 2 Lechuza Northern Europe 21.6 2 Leerdam Orchideeën 27.12 2 Lehei GmbH 38.3 2 Leo Kuyvenhoven Anthuriums 31.1 2 Leo van der Harg bv 35.7 2 Levoplant 47.12 2 LG Flowers 12.2 2 LIESVELDEN, DE 42.11 2 Lilies of Life 12.2 2 LINDEN, CACTUSKWEKERIJ VAN DER 48.12 2 Linflowers B.8 2 Lionplant B.V. 31.1 1 LM Flower Fashion BV 4.3 2 Lock Succulents 49.3 2 Loek Jansen, Kwekerij 28.5 2 LOGICO 45.12 2 Lokken Keramiek 51.17 2 Loo VOF, Kwekerij ‘t C.20 1 Lugt, Van der 4.1 2 Luijk, Fa Jan van D.13 2 LUNDAGER 43.16 2 LV Plant 39.1

2 M&M Garden 2 M. Mathot Pernettyakwekerij 2 M.Mathot c.v.

2 Maarel Orchids 2 Maasluiden potplanten 2 Madiba 2 Malima Ecuador/ Maliflowers BV 1 Mans Flowers 1 Marck Westringdijk 2 Marginata BV 2 Mariënoord b.v., Kwekerij 2 Marjoland 2 Markman Cultures b.v.

2 MARREWIJK STEELHOVEN B.V., VAN 2 MATE 2 Meerten V.O.F., Boomkwekerij van 2 Meewisse 2 MEIJER 2 Meko-Hulsebosch B.V. 2 MERMANS DIRK 2 Mertens 2 Microflor 1 Miracle Flowers 2 Mixt Creations 2 MM Flowers Europe bv 2 Moerheim New Plant 1 Moerman Lilium 2 Mondo Verde, C.F.F. Bakker &Zn bv 1 Montana Lisianthus 2 Montfleury sélection b.v 2 Morel Diffusion 2 Mostert Nieuwerkerk BV 2 MPS 1 Mulder Asparagus 1 Natuurlijk Goed 2 Nederpel Succulenten 2 Nederpel, Gebr.

1 Nerine, De Wit 2 NewCo Orchids bv 2 Nieuwkoop Europe 2 Nol Bulbs & Flowers 2 NOLINA KWEKERIJEN 2 NOORDAM TERRASPLANTEN, L J 2 Noordpoel, kwekerij de 2 NorthPlants 2 Notkamp Boomkwekerij 2 Novicactus BV 2 Offer Madsen A/S 2 OK PLANT 2 Olij Breeding 2 OPALBENGA 1 Opstal, Kwekerij de 2 Opti-flor B.V. 2 Optimal Connection B.V., F. 2 Orchids Services 2 Orchids4all B.V. 2 Orchios 2 ORIENTAL GROWERS 2 Oskam&Zn.BV, W. 2 OTM ORCHIDS 2 OUT, BOOMKWEKERIJ 2 OVATA 2 P.P.Orchideeen 2 Paassen, Fred van 2 Paletti Growers 2 Panda BV 2 Pannebakker Plants 2 Pannekoek Orchideeen 2 Pantar 1 Paridon, C.A. van 2 Passieplant BV 2 Paul Cox 2 PEETERS POTPLANTEN BV 2 Perkgoed Partners 1 Personal Sales Flowers 2 Personality Plants 2 Persoon Potplanten 2 Persoonlijk Verkoop 2 Persoonlijke verkoop Royal Flora Holland

37.7 31.1 47.4 25.2 47.7 A.13 12.5 9.1 10.10 23.12 27.10 13.6 35.12 44.4 51.9 33.6 39.1 B.11 44.1 24.10 22.1 20.5 6.1 25.4 19.6 16.4 6.1 24.2 3.3 21.4 A.27 25.5 50.4 9.2 10.5 31.1 D.14 10.3 28.7 33.5 26.6 28.4 50.11 34.6 38.1 38.5 50.9 49.4 33.12 19.8 41.9 9.2 24.4 12.6 C.16 26.4 31.1 35.16 44.22 27.2 43.9 36.7 46.12 14.4 25.6 39.1 38.4 39.1 45.6 1.5 31.1 28.1 47.11 37.4 8.2 31.1 31.1 37.5 37.3

2 Phalaenova 1 Pico Bello Hortensia 2 Piko Plant 2 PJ Dave 2 PKM 2 Plantcompany 2 Plantenkwekerij P. Mostert 2 Plantenkwekerij Vreugdenhil B.V. 2 Plas - Heembloemex Groep, Van der 2 Polypap 2 Pöppelmann GmbH & Co. KG 2 Porta Nova 1 Porta Nova 2 Postplants 2 Pothos Plant Nederland BV 2 Pottery Direct Int. BV 2 Pottery Nieuwkoop BV 2 Preesman potplanten 1 Premium Flowers 2 Prins Orchidee 2 PT Creations 1 Pulcher bv 2 Pure Collection 2 Pure! Gerbera B.V. 2 PureRoses - Flower Update 2 PZ Planten 1 Qualily 1 Qualirosa B.V. 1 Queen - Knud Jepsen a/s 2 RAADSCHELDERS VARENS 2 Rademaker, Gebr.

2 Reijm Nieuwerkerk 2 Rene Grootscholten 2 Rene Zeestraten 2 Ricardo Jansen 2 Richplant 2 Riet Potplanten, Van 2 Rijke, Kwekerij de 2 Rijn Roses, Van 2 Rijnbeek Boomkwekerijen BV, BD 2 RIJNBEEK EXCELLENT PLANT 2 Ripaplant B.V. 2 Ripbromini 2 RM Plants 2 Roland van der Werf 2 Roma nova 1 Ronald Ammerlaan 2 Ronald Lamers Verkoop voor Sierteelt 2 Roobeek, Kwekerij 2 Rood, G. 2 Rosa Danica A/S 1 Rosa Plaza AQ Roses 2 Rosborg A/S 2 Roselily 2 Rovawee 2 Royal De Ruiter 2 Royal Van Zanten 2 Ruitenfleur 2 s Gravenhof 1 Samore 1 Sande Flowers 2 Sanders B.V., W.P. 2 Sanook 2 Santini 2 SATTER ORCHIDS 2 Satter Roses 2 Scheurich 2 Schneider Youngplants 2 Schoemaker Living Creations, Alex 2 Schoenmakers verkoop bv 2 Scholte Orchideeen 2 Schoneveld Breeding 2 Schouten, Kwekerij Bert 2 Schreurs Holland 2 Senten Aalsmeer BV, van 2 Shadowplant, Teunvalstar 2 Sijben Hydrangea 2 Sion 2 Sion Young Plants BV

43.18 6.1 48.2 12.4 C.12 39.1 45.16 C.22 20.6 51.2 51.15 B.3 4.1 27.3 13.2 50.18 50.22 39.1 4.1 12.1 35.6 1.3 35.8 B.10 B.11 C.15 9.2 11.1 7.4 D.24 47.1 39.1 45.16 45.16 A.9 31.1 25.6 26.8 14.14 45.7 D.3 37.8 39.1 34.14 34.5 44.14 9.8 46.3 D.21 44.12 36.8 7.6 49.9 A.7 48.8 15.2 16.10 14.8 39.1 1.2 2.2 43.8 45.11 A.4 33.14 C.10 50.20 13.4 26.10 37.10 C.1 22.13 23.5 17.4 50.19 44.2 25.6 31.1 15.3

2 Sj.van der Sar philodendron 1 Sjaak Koene Roses 2 SJAAK VAN SCHIE B.V. 2 Sjaloom 2 Sky Orchids bv 2 Slijkerman Kalanchoë 2 Smit Kwekerijen 2 Sneijers Thema BV 2 Snepvangers Tuinplanten BV 2 Snoeker & Zn.BV, W. 2 SO Natural 2 Soendgen Keramik 2 SOGO Team Co., Ltd. 2 Solisplant 2 Son & Koot BV, Van 1 Sonneveld Hydrangea 2 Spaargaren van doorn BV 1 Special Orchids 2 Special Plant Zundert 2 Springintveld, P. 2 Stadsweiden, De 2 Stals BV, Kwekerij 2 Starre BV, Van der 2 Stars-Plant 1 Statice specialist 2 Steege, Ter 2 Steenwijk Abbenes 2 Steijn - Damen van 2 Steijn & ZN, JM van 2 Stokman Import Service 2 Stolk Brother 2 Stolk Flora 2 Stolk Orchids 2 Straalen, boomkwekerij JP van 1 Straathof Flowers 2 Straathof, Gebr.

2 Stricker Plants 2 Summerflowers 1 Sun Calla 2 Sunshine Grow 2 SurePlants 2 SV.CO 2 Swinkels, Vaste plantenkwekerij Jos 2 T & L Variety Plants 2 Taiwan Floriculture Exports Association 2 Tarre en smarre Asparagus 2 Ten Have Plants 2 Ter Laak Orchids 2 Tesselaar Alstroemeria 2 Tesselaar, H.M. 2 Thijs Ottenhof 2 Thoruplund A/S, Gartneriet 2 TIM VAN LEEUWEN 2 Tinus Olsthoorn & Zn 2 TiSento, Feeling of Flowers 2 Together2Grow 2 Top-orchid BV 2 Torenzicht 2 TUIJL POTS-TRAYS-STICKS, VAN 2 Tulpen.nl 2 TURK, POTPLANTENKWEKERIJ 2 Twinpack B.V. 1 Unicum 2 Utopia 2 Valk BV, Van der 2 Valstar B.V., Plantenkwekerij 2 VALSTAR, GEBR 2 Van de Does vof 2 VAN DE WALLE - LAMBERT 2 van den Berg de Lier 2 VAN DEN BERG EST BV 2 Van den Berg Roses 1 Van der Drift Roses 2 Van Der Ende Flowers 2 van der Sar - Longlifeplants 2 Van der Sar Import 1 van der Valk Groenesier 1 Van Dijk Flowers 2 van Geel Orchideeen

34.8 6.1 26.2 47.12 D.27 D.10 D.23 43.7 C.11 49.12 35.1 22.14 18.1 26.12 33.9 4.1 43.6 4.1 44.6 50.3 36.6 25.6 36.5 49.15 6.1 51.19 42.5 39.1 44.5 42.16 42.9 42.9 42.9 47.6 6.1 44.26 39.1 14.12 2.2 39.1 45.16 D.6 D.21 43.10 20.14 C.23 31.1 31.1 B.6 14.3 33.11 49.10 D.7 39.1 35.9 A.2 49.14 45.16 51.4 13.1 C.5 50.24 1.2 41.14 43.15 50.17 D.18 33.10 C.18 31.1 22.2 13.5 6.1 B.2 31.1 A.19 6.1 6.1 39.1

2016

Royal FloraHolland Trade Fair Guide

2 Van Iperen B.V. 50.8 2 van Loon Plantdecoratie BV 34.3 2 Van Schie potlelies 31.1 2 van Veen vetplanten 46.14 2 Van zijlgeraniums 39.1 2 VannoVa Laurens vd Lans B.9 2 Vaselife International BV 22.5 2 VD PLANT 41.11 2 VDAplant / Plant Ambiance 35.3 2 VDE Plant 47.12 2 VDW Plant BVBA C.17 2 Veluweplant/LeenKonijn C.7 2 Veranda, De D.15 2 Verdel Orchideeen BV 25.3 2 Verpa Plant 41.12 2 Versteegen Bloemkwekerij 25.6 2 VG Colours 45.10 2 VG Orchids 46.8 2 Vijverberg Kwekerij Marcel 39.1 2 Vijverberg, Piet C.4 2 Villa Gerbera A.11 2 Vireo/hedera plant 38.7 2 Vis Calla 14.5 2 Vita Toscana Plant 50.7 2 Viverpal 41.13 2 Vlasman BV 39.1 2 Voort Chrysanten A.12 1 Voort Potplanten B.V., Van der D.9 2 Voort, Mart vd 42.13 2 Vossen bv, JH van der 41.16 2 VREDEBEST, KWEKERIJ D.3 2 Vreede Holland, De C.8 1 Vreeken Bouvardia B.V. 10.9 2 Vreugdenhil Bulbs & Plants 31.1 1 Vreugdenhil, Ton 11.4 2 VWS Export Import of Flowerbulbs BV 16.2 2 W van Hage & zn BV 39.1 2 Warmerdam Someren BV 25.6 2 Waterworld, van der Velde Waterplanten B.V. 24.3 2 WBD 45.16 2 Weijs BV, Gebr.

25.6 2 WE-PLANTS 48.3 1 Werken, van de A.15 2 Wesstein de Vries 48.16 2 Westendflowerbulbs 44.20 2 Westland Plant 43.3 2 Wetering Potlilium B.V. 42.15 2 Wijnen b.v., Boomkwekerij John 50.5 2 Wijnen-Van Baar, Maatschap 25.6 2 Wilfredpel.nl 45.3 2 Wilgenlei, De 34.4 2 Willem Kuipers CV 49.1 2 Wilt Gerbera’s, Van der 15.4 2 Wim Kap Scindapsus 35.3 2 WIMAplant 37.6 2 Winco Holland 13.10 2 Winde, van de 47.12 2 Windt Verpakking B.V. en Olsthoorn B.V. 22.6 2 Wit & zn, G de 12.7 2 WOUDENBERG TUINPLANTEN, VAN C.9 2 Wout Hoogervorst 49.5 2 wuloplant vof C.14 2 Young Flowers A/S 19.12 2 Zandvoort Flowers 14.5 1 Zentoo 1.2 2 Zeurniet, Kwekerij 36.14 2 Zonnebloem, De 41.22 2 Zuidbaak 45.16 1 Zuidplas, Kwekerij de 5.3 1 Zuurbier & Co International BV, C.G. 10.2 2 Zwaan, Kwekerij Wim de 45.14 2 Zwinkels, MC 14.5

October 2016 | www.FloraCultureInternational.com

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For you at Royal FloraHolland Trade Fair From 2 to 4 November we would like to warmly welcome you at booth 20.8.

Be sure not to miss our cut chrysanthemum booth 14.4 as well!

Where Booth 20.8 and 14.4, FloraHolland, Legmeerdijk 313, Aalsmeer When November 2-4 Time Wednesday & Thursday 09:00 – 17:00 hrs

Friday 09:00 – 15:00 hrs DummenOrange.com

Dümmen Orange opens her doors During this week filled with exhibitions we will also open our doors in Kudelstaart. Have a sneak preview at the latest additions to our rose and gerbera assortments and take a look at our new gerbera showhouse.

www.FloraCultureInternational.com | October 2016

For you at IFTF At the IFTF in Vijfhuizen Dümmen Orange will acquaint you with the Dümmen Orange cut flower portfolio: roses, gerbera’s, chrysanthemums, carnations and fillers.

We would like to warmly welcome you from 2 to 4 November at booth A4.11

Where Booth A4-11, Expo Haarlemmermeer, Stelling 1, Vijfhuizen When November 2-4 Time 10:00 – 18:00 hrs

GERBERA Where Mijnsherenweg 33, Kudelstaart When November 1 - 4 Time 08:00 – 17:00 hrs

ROSE Hoofdweg 148, Kudelstaart October 31 - November 4 08:00 – 17:00 hrs

We look forward to welcoming you.

2016

FloraHolland Trade Fair Guide

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October 2016 | www.FloraCultureInternational.com

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Marketing Potted roses on retail shelves that are a feast for the senses. Launching at different European supermarkets is the distinctly Dolc’ Amore® brand combining - amongst others - superior genetics from Danish rose breeder Rosa Eskelund Roses Forever and the quality, trust, and reliability from flowering plant grower Pligt Professionals from Heinenoord, the Netherlands. The ultimate goal is to create brand loyalty and to capture repeat customers.

Persuasive Petals

F

lowering pot plant grower Gert van der Pligt is open and honest about it. Wandering through the produce department of a local supermarket would often lead to feelings of envy. The finest, neatly labeled and branded selection of produce, a well-thought out floorplan and proper lighting always seemed to automatically lure in customers, while the flower shop, often located in a windy area near the exit of the store was not something to entice customers, to say the least. Back in his greenhouse, he rolled up his sleeves and started to develop a differentiation strategy that would be key to his competitive advantage.

Fully automated business

by Ron van der Ploeg

Pligt Professionals ranks among one of the most impressive flowering pot plant growers in the Netherlands serving predominantly bigbox retailers. When Gert bought the business from his father and uncle in 2000, he saw great oppor-

www.FloraCultureInternational.com | October 2016

tunities to drive potted plant sales by providing higher levels of quality at store level. As such, the decision was taken to fully automate the business, fitting it with state-ofthe-art technology: rolling bench system, artificial lighting, central pathway, co-generation plant and camera sorting technology and intelligent order picking systems.

“Looking back on the past ten years, overall business has been going well. Every two years marked big steps in business development.

In 2003 and 2006, Pligt Professionals modernized and expanded its greenhouse area in Heinenoord from 16,000m2 to 4ha. Two years later, the acquisition of a relatively new greenhouse complex in ‘s-Gravenzande enabled us to add another 4ha of ultra-modern greenhouse area. Today we take pride in being Europe’s largest grower of potted indoor Begonias, producing 250,000 plants per week. Additionally we grow Campanula, potted Chrysanthemums, Poinsettia, Princettia, Gentiana, Cyclamen

and more recently potted miniature roses. Our annual production currently stands in excess of 10 million plants, one million of which are potted roses. Of course we had our fair share of peaks and valleys in the market, but in general one can say the market demand has been growing and that we succeeded in being better connected to the end consumer: female shoppers, 30 years or older, open-minded and willing to try new products.”

Surprise and delight

Surveys indicate that of the 30% of retail shoppers trying new products, roughly 33% notice the brand packaging and sales display.

With this in mind, Gert knew that one of the biggest challenges for the future lied in consumer appeal and plant position on the retail shelf. As such he teamed up with expert plant marketeers, unraveling the language of a demand-driven supply chain.

“Ten years ago we changed our strategy, thoroughly analysing the demand to pick up the latest signals and shape the demand by launching promotional strategies, product branding and typically seasonal crops. Today, our production divides the year into four seasons: spring, summer, autumn and winter with two or three new plant releases each quarter. We are always working to surprise and delight our customers to provide them each month with premium quality plants backed by innovative and consistent marketing and branding.”

Dolce’Amore®

The year 2014 marked the launch of the consumer brand Dolc’Amore.

Pligt emphasises that this is not just another word for a new logo.

“We conducted extensive market research by partnering with experts and developed a shop-in-shop area to sell potted plants in the famous Dutch department store Bijenkorf.

We did some test marketing of several plants for the high end market. The most important thing we learned was that at retail a brand has five seconds to capture a consumer’s attention. And that besides the right quality crop at the right moment, the overall quality of the market introduction, including packaging, appeal, consumer website, POP material, art work and irresistible displays are all equally important. Subsequently, we established a new company Flower Design & Services which grants Dolc’Amore licenses to Dutch growers. Currently, ten growers are using the brand, but we also source ornamentals from outside to sell them under the Dolc’Amore label. So the brand also includes a little bit of trading to complete the product portfolio. We work, for example, with a flower factory which provides us with mixed bouquets designed by top notch florists. Basically we returned to our reason for being; helping consumers create their dream home by

extra mile for her customers, create demand and push sales. “She’s an absolute expert in creating roses that provide media coverage, having her finest hour when the light pink Infinity rose was named by HRH Crown Princess Mary of Denmark.

Rosa provides her customers with the right tools to help them be more successful,” Gert said.

providing them a home décor item with truly added value. For too long the business has been ruled by cost price and price promotions.”

Revolutionary Infinity roses

Dolc’Amore includes fresh cut flowers, potted plants but also seasonal arrangements, waxed bulbs and home décor items. Gert soon realised that to make shoppers dream, the premium brand couldn’t possibly do without the most romantic of potted plants, roses.

In 2011, he met Rosa Eskelund, the dynamic rose breeder from Denmark with whom he immediately shared the brand vision and its values. From the outset he was blown away by Eskelund’s revolutionary line of potted Infinity roses.

Pondering over the 40,000 different items an average supermarket carries, the difficulties to stand out from the crowd, the persistence it requires to convince supermarket chains to give up floor space to private flower and plant labels, he said, “We are always keen for specialties and when Rosa presented her line of miniature roses we immediately understood that these seamlessly fitted our ‘surprise-and-delight’ sales strategy with premium quality and drop dead gorgeous looks leaving long lasting impressions at the consumer level.”

The company opted for the Infinity rose, in white and pink. “Recently we have added dark pink and soft pink, while yellow and red ones are being tested. Infinity roses clearly have the blood of garden roses and this explains their much more natural look when compared to standard miniature roses. They also bear extremely large blooms (up to 8 cm diameter) which rise above sturdy stems with beautifully contrasting lush green foliage. We are definitely not looking at the big masses but always try to look through the eyes of a consumer.

In Rosa Eskelund, Pligt has found a breeder who is willing to go the

Growing a high profile crop

Dolc’Amore Shop-in-shop store

Growing a high profile crop such as potted Infinity roses (in 9cm and 14cm pot sizes) comes with necessary adjustments in the greenhouse.

The rolling bench system was already in place, but apart from that many changes were needed. “In potted roses we increased our light levels from 4,500 to 11,000 lux, we invested in a new shearing machine and expanded our greenhouse area from four to nine sections. The change in growing conditions was impressive, switching the temperature from 20°C in Begonia to 24°C in potted roses and from 16 hours darkness in Poinsettia to 20 hours light during the rooting phase of

October 2016 | www.FloraCultureInternational.com

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Marketing are running a test with mechanical conditioning: a spray boom cladded with plastic foil overhead rubbing the crop and thus causing reduced plant growth. We are also testing the auxiliary adjuvant Elasto, which increases the effectivity of PGR. The results in Poinesettia are good and we are now rolling this out in miniature roses where we believe it can lead to a 30% decrease in the use of PGR’s.”

Crop support from Denmark

potted roses.”

At Pligt Professionals miniature rose growing is broken into five steps, with the entire cycle taking ten weeks.

Phase one is propagating by stem cuttings. Dipped into hormone rooting powder four cuttings and six cuttings are placed into a 9cm and 14cm pot respectively.

To achieve the best rooting results of the pre-cooled cuttings, Gert covers the newly stuck roses with a plastic sheet punched in combination with acrylic sheet covering. The temperature within the rooting area is 24°C while the crop is lighted 20 hours/day with maximum light levels of 11,000 lux. From April to August the greenhouse roof is covered with white wash to avoid leaf burn. In case of intensive sunlight shade curtains can be closed.

Most of the time the company is self-sufficient in cuttings. “But when setting up a production of a new variety, cuttings are sourced from Eskelund in Denmark.

‘Mumming up’ is a job that requires precision as cuttings need to

www.FloraCultureInternational.com | October 2016

Gert van der Pligt said, “Generally speaking we can say the market demand has been growing and that we succeeded in being better connected to the end consumer.”

be carefully sorted by colour.”

The second phase starts after two weeks when the plastic can be removed and plants are moved to the growing area with full light and temperatures varying from 22°C to 23°C. In two weeks the plants are ready for step three, the first pruning carried out by an automatic pruning shear. Cuttings are placed into crates and stored in a cooler at 3°C for a maximum of four to five day after which they are cut into four or five smaller cuttings.”

After shearing plants are kept ten days in full light to enable the formation of new shoots. What follows is step four: spacing of the plants. “Plants are spaced once, growing 100 plants per m2 per year and some manual clipping carried out when necessary.”

PGR’s

In miniature rose growing some varieties will tend to stretch more than others but the grower will always need to apply plant growth regulators. “We use bonzi, but

In the meantime Pligt Professionals has earned a reputation with its premium quality Dolc’Amore miniature roses and Amorosa Line for wholesale sales. When asked about the challenges that are still to overcome, Gert says that good rooting and top quality production go hand in hand. The rooting phase is extremely energy demanding. When producing light with the help of our co-generation plant it can happen that the storage tank is full of heat which can result in two hours less light for the crop. And that’s what we have to prevent,” said Gert, who is happy to rely on crop support from Denmark. “Three times a year we visit Eskelund’s company in Denmark to go through the entire cropping process. In turn their crop engineers come to Holland to exchange ideas and research findings. Rosa also plays an important intermediary role in bringing us growers in contact with industry peers in Norway.”

The right potting soil mix is also key. “And even filling of pots is an important detail; if the soil is not pressed enough plants can have difficulties starting off and developing strong stems. All in all, crop times are short ( 9 to 12 weeks) so everything has to be precise from the beginning until the end.”

Gert has tested several potting soil mixes, including a mix from Denmark. “We found out accidentally that Begonia soil makes perfect rooting soil for miniature roses too.

Eventually we settled on a recipe including a mix of rose soil and general begonia soil ingredients.

Happy Gardening

by Anthony Tesselaar

This provides an airy and open structure and makes the plants more resistant to botrytis. It is equally important to have pH (5.5) and EC (a reading of 1.10).”

Gert said he finds pleasure in working with the Danes. “We have been working together for many, many years in Campanula, Aster and Gentiana. We know the people, and understand the way they think. There’s a mutual trust.

Equally important is the fact that our Danish supplier continues her breeding work, creating new varieties.”

Future

Gert believes that even on supermarket shelves his plant can create a wow effect and boost flower and plant sales. “When we produce for Ikea or Morrisons little branding is needed as these stores already make their plants stand out from the crowd. But when some retailer or flower shop prefers to make the difference then we produce Dolc’Amore plants. The bigger the retailer, the more difficult it is to introduce a private label. Although even the big box stores are now beginning to understand that 30 to 40% of sold flowers are used as a gift and that the presentation and quality of flowers on the supermarket floor needs to be improved in terms of positioning themselves as a retailer of floral gifts. The marketing formula is under testing and further development at some franchises of AH, Jumbo and Plus. Most important is that we can show grocery stores that selling flowers really can be fun and even profitable. Branding pot plants is nice but intensive, before you know it you’ve visited flower shops three to four times a week.”

Gert concludes that through the collaboration with his customers, developing attractive store displays, a beautiful product can create a blooming future for consumers, supply chain partners and growers alike. “Dolc’Amore is just the beginning.”.|||

Trend spotting

I took this shot at one of the past editions of Plantarium. I take pictures of what I see simply to help me later process the huge volume of industry information that’s on show at events like this. Labels, displays, new technologies, marketing concepts and the plants themselves are all on show with many willing exhibitors at hand to offer detailed information about each.

I don’t think that anyone who takes part in a trade show could possibly return to their hotel room without sore feet and a head much too full of information. But trade shows are one of the ways we all pick up on trends, and as we know, trends support and feed our business decisions. In recent months, I’ve noticed these emerging trends, some of which you may have also spotted…

Spray-free plants: in other words, choosing to use plants that need less or no spraying with fungicides or pesticides to keep them healthy and looking good. There’s no arguing against it: from an environmental, occupational health, and basic cost reduction viewpoint it makes sense. Natural systems are less affected, fewer people come into contact with chemicals, and part of the budget can now be allocated elsewhere. The interesting thing is, where you might assume spray-free plants are less appealing than their fussier cousins, it’s not actually so. There are plenty of gorgeous easy-care plants out there and they’ve suddenly become hotter property.

Being water wise: and by this I mean getting your head around valuing water without being anxious about it. Depending on where in the world you operate, there’s a good chance you’ve had to focus more attention on water at some point in the past year or so, especially if you’ve had too little of it.

We embrace those plants which use water efficiently to produce the results demanded of them.

Colour: this trend is interesting and in some ways could probably be termed perennial because it has been around for quite a while. If you look back you’ll see that in tough economic times, the colour palette for plants tends to be subdued. When the market recovers, the hues become more saturated. It’s a litmus test if you like, and crude as it appears to be, it’s a good rough guide for what’s coming next. Europe and the North Americas are beginning to enjoy economic recovery so expect some gorgeous colour in those markets.

No hyperbole: that’s right, everyone’s sick of false claims. I’ve noticed this trend steadily build, industry-wide, right through to the end users. We are becoming skeptical of enhanced or false claims.

We want simplicity, surety and certainty.

Overstated claims may look good in promotional and marketing materials but when the disease free rose ends up being a black-spot magnet, we lose trust.

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

October 2016 | www.FloraCultureInternational.com

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Trade show Excitement mounts as the countdown to the new Floradecora exhibition in Frankfurt, Germany begins.

Anticipation builds ahead of new Floradecora show W

ith the world watching, the finishing touches are being made to plans for the new trade fair that will run alongside the Messe Frankfurt Christmasworld show.

Floradecora premieres in 2017 from 27 to 30 January in Hall 11.1.

Offering extensive and exciting purchasing opportunities to the Christmasworld buyers, the new exhibition showcases the latest, natural trends.

Eva Olbrich, Director, Floradecora and Christmasworld, Messe Frankfurt Exhibition GmbH.

Ronald van den Breevaart, CEO, Green Team Consultancy.

Naturally trendy

Across the world, in Frankfurt, Berlin or New York the new lifestyle trend is green, practical and comfortable. The fresh and exciting Floradecora show enables the trade to blossom, reacting to the current yearning for nature and naturalness by bringing fresh flowers, houseplants and natural material into the equation.

It’s a fertile trend in the industry and the brand-new Floradecora show will be packed with the latest ideas and fresh impulses designed to bring customers closer to nature with fresh flowers and plants.

It’s a trend that is attracting new customers, a younger dynamic that crave simple and easy ways to bring nature indoors at all times of the year.

Teamwork

Pascal Koeleman, CEO, 2Dezign.

by Jean Vernon

The feedback on the concept of a trade fair combination of fresh flowers and decorations is extremely positive and the team behind its innovation is understandably buoyant and enthusiastic.

www.FloraCultureInternational.com | October 2016

“We are looking forward to the fascinating trade-fair combination of Floradecora and Christmasworld, which will be offering our international trade buyers new opportunities to inspire their customers,” says Eva Olbrich, Director, Floradecora and Christmasworld, Messe Frankfurt Exhibition GmbH. “Customers love fresh products and attach great significance to convenience when shopping too. Cut flowers, plants and arrangements, ready to take-away and display, are simply ideal for adding the finishing touch to home decorations of all kinds.

It is these unique ideas that offer visitors to the show the chance of some really exciting supplementary business. Floradecora offers the perfect interaction of floral products and seasonal decorations to help businesses flourish and grow!”

Ready-to-order goods

Ronald van den Breevaart, CEO, Green Team Consultancy is inspired by the reactive and varied nature of the fair and what that means to retailers. “Floradecora is a genuine-order fair, not only for plant experts but also for newcomers to the business, with fresh flowers and potted plants,” he says.

“In other words, it is not about prototypes that must first be grown, but it’s about fresh, ready-to-order goods. In addition to leading international growers and wholesale florist cooperatives, smaller nurseries are also represented thus catering for all of the trade’s requirements in terms of both products and quantities – from bulk orders to the highly individual needs of a single retailer.”

Design innovation

The inspirational layout of Hall 11.1 is a design innovation in itself, created to offer a new kick to business and to allow the flowers speak for themselves. It’s the ethos behind the presentation of the product too. “Selling thrives on positive experiences and ‘aha’ moments – and this is what we offer visitors to Floradecora, “ says Pascal Koeleman, CEO, 2Dezign.

He added, “We have opted for an innovative exhibition concept that ensures the new floral product spectrum is presented in such a way that visitors can find their way intuitively to the products they need.

The first thing they see is the product – fresh flowers and fresh plants, with the individual kinds grouped together and arranged transparently on presentation tables. This gives visitors a good overview and they can easily compare the products of different suppliers. Clearly visible labels complete with product information, show where the individual exhibitors can be found. There’s a Concept Area that shows how fresh products can be displayed for customers and a hub offering diverse workshops and lectures on taking advantage of the market potential of fresh flowers and plants.”

New decorative ideas

Floradecora, which runs alongside Christmasworld, from 27th to 30th Jan 2017, offers the trade a whole host of new decorative ideas for the whole year, every imaginable festival and celebration and for all seasons.

Companies that have registered to date include Arbodania A/S, Barendsen B.V., Dümmen Orange, Edelcactus BV, FleuraMetz, Heemblomex Deco B.V., PT-Creations, Royal Flora Holland, SmithersOasis, Van der Lugt Lisianthus, Vreeken Bouvardia B.V. or Your Lily. |||

The inspirational layout of Hall 11.1 is a design innovation in itself.

Reaching new target audience New concepts not only generate new impulses. They also attract a new target audience. Young people in particular want an easy life. In distinction to older target groups, they know little about plants and expect uncomplicated yet attractive solutions explains Britta Tröster, Flower and Decorative Plant Product Manager of Agrarmarkt Informations-Gesellschaft mbH. Therefore, it is necessary to create simple offers for them. “There are plants, such as geraniums, which always sell well and quickly”, says Britta Tröster.

And practically all retailers – not only discount stores – can take advantage of this effect. Actually, plants only need a suitable pot – a package that the customer only has to pop into the shopping cart.

Easy and uncomplicated. For this reason, the market for succulents and cacti could also expand.

“These plants benefit from the fact that they are not only very easy to care for but also very attractive. And this fits in very well with the convenience trend,” says Tröster.

Ready-made floral arrangements, from sprays to tubs with flowering plants in appropriate colours, require little effort but are a source of great joy. And the latest figures confirm that this is the way to go: the market for finished flower and plant products is growing.

October 2016 | www.FloraCultureInternational.com

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WEBSITE

AIPH (IGOTY 2017)........................2...... http://aiph.org/groweroftheyear/ Corn Bak..........................................6...............................www.bromelia.com Danziger Dan’’Flower Farm....3, 52.............................www.danziger.co.il Decorum........................................10........... www.decorumcompany.com Dümmen Orange..........................42..........................................www.fides.nl Florasearch Inc............................51........................www.florasearch.com Floricultura B.V.............................10......................... www.floricultura.com Flowers & Cents...........................51................www.flowersandcents.org Hamilton Design...........................27............. www.hamilton-design.co.uk HPP Exhibitions.................................................. www.hppexhibitions.com IRBA (Int. Rose Breeders Ass.)..........22..................................www.ciopora.org Jungle Jack’s.................................6..........www.junglejacksthailand.com M. van Veen..................................27......................www.mvanveenbv.com Meilland International................34..............................www.meilland.com Messe Frankfurt (Floradecora).....50.... www.christmasworld.messefrankfurt.com Microflor........................................20............................. www.microflor.com Parkarenko & Partners..............27........................www.parharenko.com Pöppelmann GmbH.....................10....................www.poeppelmann.com Roses Forever................................1......................www.roses-forever.com Royal FloraHolland .....................43..............www.royalfloraholland.com Royalty Administration Int.........33................... www.rai-worldwide.com Takii & Co., Ltd..............................51......................................www.takii.co.jp Vitroplus.........................................20...................................www.vitroplus.nl Vondst Advocaten.......................20.........................www.vondst-law.com Wilma’s Lawn & Garden.............6....................www.wilmasgarden.com This index is provided as a service to our readers.

The publisher does not assume responsibility for errors or omissions.

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