Fci September 2013

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Green plant revolution Australia

Down Under on the up with lilies

Israel

Floral innovations and niche products at Aviv Show

Inside Mermans’ indoor tropical plant business Brought to you by

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Table of Contents

September 2013 Volume 23 Number 9

Down Under on the up with lilies

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A move two and a half years ago to the current 4ha site established Feingold Flowergrowers P/L as one of the largest lily growers in Australia.

by Audrey Gerber

Floral innovations and niche products at 2nd Aviv Show

As the only show of its kind, the second edition of the Aviv Show took place at the Aviv headquarters in the Emmek Heffer industrial park from 19th-20th June, 2013.

by Eyal Policar

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Don’t become too engaged in ‘Dutch mathematics’

In spite of the economy's effect on horticulture and especially on the tropical indoor plants business, Dirk Mermans, one of Belgium’s largest growers of indoor plants, opened a new 14,000m2 greenhouse facility in Wommelgem on February 1st, 2011.

by Ron van der Ploeg

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OFA Short Course provides a global perspective on horticulture

More than 9,000 people from across the world participated in this year’s OFA Short Course, the annual national horticulture convention and marketplace in Columbus, the United States.

by Jennifer Zurko

Mission completed

Networking was top of the agenda when more than 110 delegates gathered for the 44th annual Fleuroselect Convention in Denmark early July.

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by Lotte Bjarke

Flowers and plants take centre stage at 2013 Orticolario

Set in early autumn in the grounds of one of Italy’s most historic estates, the Orticolario Show is a stunning blend of themed gardens, flower arranging and flower cooking demonstrations with all the magnificence and grandeur of a garden party.

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by Ron van der Ploeg

Ifex – Asia’s largest flower trade show

Asia’s largest flower industry trade show, the 10th International Flower Expo Tokyo (IFEX) will open its doors from 9th until 11th October 2013 at Makuhari Messe, Japan.

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by Ron van der Ploeg

22

Departments World News International Events Advertising Index

14 25 33

Columns From the editor Dutch Comfort Miami

07 11 15

September 2013 | www.FloraCultureInternational.com

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Australia

Lilium ‘Pink Palace’.

A move two and a half years ago to the current 4ha site established Feingold Flowergrowers P/L as one of the largest lily growers in Australia.

Down Under on the up with lilies J

by Audrey Gerber

Lilium ‘Robina’.

ohn Feingold has been involved with flowers since he sold them at a roadside stall which he set up to make extra pocket money as a University student. John bought his flowers from growers around his home, and naively thought that growing them was easy. So, after travelling abroad for many years, he started his own flower growing business, initially field-grown outdoor crops.

Eleven years ago he started growing lilies, and moved to the current site two years ago: a move which saw an expansion of the business by 30% to the current 4ha area under glass.

The site was originally planted to roses, and many of the systems, including irrigation, needed replacing or adapting for lily production. Additional infrastructure, such as large coldstorage chambers were also required to be installed.

www.FloraCultureInternational.com | September 2013

Good people are still needed

Despite many mechanised processes good people are still needed. John and his young production manager, Craig Ellis, work well together, with complementary wisdom, experience and enthusiasm, and a shared sound work ethic. “We work hard and sometimes need to be tough for the business to succeed”, says John, smiling, “yet a happy work environment is just as important.”

Many processes have been mechanised and John and Craig are constantly on the lookout for further increases in efficiency. “Labour is hard to find”, worries John, “we have twelve to fourteen permanent staff and about the same number of casual staff.”

A move to a greater proportion of permanent staff is the ideal, yet finding trained employees or training on site is proving difficult.

“Although the tasks are not physically demanding, they do require precision and attention, and yet are very repetitive”, explains Craig. He gives the example of picking lilies, “The stage of flower maturity is critical; the stem must be cut close to the ground or the robotic system of stacking used crates falters; the stem needs to be carefully lifted through the supporting mesh without damaging flower, stem or leaves.”

Harvested flowers are placed on an overhead conveyor system which transports them to the packing facility. The right combination of trained staff and mechanised processes is a goal toward which the business still strives.

Choice of varieties

Eleven years of experience with lilies has given Craig Ellis confidence as production manager. “We learn a lot from Dutch producers,” he

Lilium ‘Santander’.

Lilium ‘Gerez’.

Lilium ‘Firebolt’.

which has recently set up offices in Melbourne, is one of the suppliers to Feingold Flowers.

Pre ordering

Although actual growth and flower production is rapid (approximately 13 weeks from planting to harvesting), decisions are made on which varieties to grow almost two years ahead. An annual volume of 10 million bulbs are ordered a year before delivery. Storage facilities on site are sufficient for 6-8 months worth of production, bulbs being removed from cold storage weekly for thawing, pre-chilling and planting. Generally a high percentage of bulbs produce saleable flowers – 6 bulbs on average are used to produce a 5 stem bunch.

John Feingold (right) and his manager, Craig Ellis, have a shared philosophy of supporting a happy work environment.

confides, “yet our Australian conditions are quite different and we do need to adapt”. Hot summers are of particular concern requiring experienced selection of varieties.

Currently fourteen to eighteen varieties are in production. While continuing to keep an eye on new varieties and market preferences.

Managing director, John would prefer to reduce the number of varieties by half.

Bulbs are imported from the Netherlands, Chile and New Zealand.

Year round flower production requires a reliable supply of fresh bulbs. Purchasing from the southern hemisphere provides fresh bulbs when the Netherlands can only supply bulbs which have already been stored for many months. The choice of supplier is made based on the quality of bulbs offered, with relationships also being of high importance. A greater choice of varieties is available through working with a number of suppliers.

Van den Bos, a Dutch company

Quarantine challenges

Quarantine regulations add an extra layer of complexity to lily production in Australia. Australian Quarantine Inspection Service (AQIS) require that bulbs are fumigated with Methyl bromide on arrival in Australia. In addition, the production site must be a registered quarantine area which is routinely inspected by AQIS. Plants are checked during all stages of growth, and clearance by AQIS must be obtained before flowers may be offered for sale. Spent bulbs

>>>

September 2013 | www.FloraCultureInternational.com

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Dutch Comfort

by Jaap N. Kras

Business environment

Bulbs are planted weekly to provide continuous flower production.

are placed together with their growing medium into steam chambers and sterilised. The waste plant material is removed and discarded, and the growing medium is reused. All of these processes are regulated to eliminate or reduce the risk of foreign pests and diseases entering Australia.

Feingold Flowers complies with the required regulations yet has often found the process very frustrating. John has personally invested time, energy and funding to achieve changes or adaptations to rules which significantly compromised business profitability. Early treatments with MeBr drastically reduced bulb survival. Following lengthy discussions with AQIS, John initiated trials to moderate the process, specifically treatment temperature, to ensure greater bulb survival.

Market dynamics are changing

Feingold Flowers has no direct retail outlet. The site is rented from van Wyk flowers who have an onsite retail outlet through which a small volume of lilies are sold. There has been a recent decrease in the volume of lilies from Feingold Flowers sold wholesale at the National Flower Centre, Melbourne. Previously 80-85% went to the Melbourne market, now this is only 60%.

While John rejects the informally estimated industry figure of 15% of Australian flower sales through supermarkets – he puts it at no higher than 3% - he does believe that supermarkets are a big area for growth. “Currently no-one goes to a supermarket for the purpose of buying flowers; all purchases are on impulse,” John maintains. “We need to get high quality flowers with consistent supply offered at supermarkets to change buying habits.”

Offshore production is not considered a threat by this business which targets the Australian domestic market. The fixed cost of a bulb is estimated to be 1/3 of flower production cost; labour is another third. Reduced labour costs characteristic of developing production areas might reduce total production cost, yet these savings would be offset by transport costs and quarantine treatments required for imported flowers. |||

The success of any company largely depends on its business environment.

Let me give one simple example. A 17-year old, pretty looking schoolgirl, despite her lack of education, product knowledge and flower arranging skills, can be more successful in running a flower stall than a veteran florist with excellent education. Even if the schoolgirl only opens her shop for a few hours a day and few days per week, she can be more successful than the professional and experienced florist who offers an exceptional 24/7 service.

In such a case, you’ll find the girl’s flower stall in a busy area with a high concentrations of shops or just opposite the entrance of a supermarket while the exemplary florist is unlucky enough to be located in a less visited place.

There’s a clear, linear relationship between the consumption of flowers and the economic situation of a country; the Gross National Income (GNI).

When economic growth and income in a poor country such as Mali increase, the consumption of ornamentals will grow a similar rate. Plants and flowers enjoy a strong position in the consumer market; after eating, drinking and housing the next thing people think of is buying flowers and plants. Setting the right price, a proper location and a the correct range of products are crucial, decisive factors in the consumer’s buying process no matter how experienced or hard- working the florist is.

Here in Amsterdam where I live, there are two supermarkets selling flowers and plants, one traditional florist and a street vendor. In total four outlets on one small square. I cannot prove it, but I think the street vendor is selling the largest quantity of flowers at the lowest costs. He has a small, temperaturecontrolled van and an enormous presentation on the street. The important flow of shoppers heading for the supermarket constantly walk by. In the past, the Dutch growers congregated in the same area. These agricultural clusters included R&D centres, horticultural schools and if possible an auction. On average, the business results of growers living in such agricultural centres were sometimes 50% higher, compared to isolated growers in remote areas.

According to Professor Michael E. Porter from Harvard University, working in clusters provides many economic benefits. Why? In such a business environment, farmers are usually better informed and more open to the exchange of relevant information. Moreover, it encourages growers to perform outstandingly as they want to do better than their neighbour. Education is stimulated, market information is more widely and more quickly available. Furthermore, the most important suppliers can concentrate in that neighbourhood and offer cheaper, better and wider assortment products to the farmers.

Now consumer behaviour is changing faster than ever. The three traditional consumer categories of Phillippe Kotler (basic demand, mass demand and specialty demand into many niches) are nowadays joined by consumers who search a tailor-made product based on their own preferences, consumers that are highly interested in locally grown products and the story behind these products. It’s the type of consumer who really wants to know the producer personally otherwise he doesn’t trust the product. Freshness, sustainably grown (no fertilisers, no pesticide, no child labour, no carbon/CO² footprint) drive buying behaviour. And it appears that the consumer is willing to pay a higher price for such products. The business environment is changing rapidly.

Jaap N. Kras jaap@floracultureinternational.com

September 2013 | www.FloraCultureInternational.com

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Israel As the only show of its kind, the second edition of the Aviv Show took place at the Aviv headquarters in the Emmek Heffer industrial park from 19th-20th June, 2013.

Floral innovations and niche products nd at 2 Aviv Show

P

robably the best time to come to a show is just a few hours before the official opening.

A sneak preview offers the chance to take a quiet stroll around while soaking up some pre show atmosphere. It also allows you to assess the show in terms of professionalism. How well-organised is it? How well-prepared are its exhibitors and how much thought and effort did they put into their displays?

Lush green oasis

by Eyal Policar

It was surprising to see how the organisers, with a keen eye for detail, turned a dark packaging area into a lush green oasis.

The concept is crystal clear and based on cost-effective stands that are more or less identical to each other. Exhibitors (see box) occupy a certain amount of floor space with a table and a few chairs, separated from their neighbours by walls made of cardboard Aviv boxes. It’s a no frills show from which the non-essential features have been removed to keep the price low.

Exhibitors listing Participants in the 2013 Aviv Show included: Armada, Isaacson Flowers, Bartels Stek, BI, Bloomz, Gafni Farms, Combinations, Danziger, Green Works International, Hilverda Kooij, Hishtil, Mizpor, Moshe Herman, Neta Quality Seeds, Nitzan Nir Nursery, Pollack Group, Yodfat, Agora, Barendsen, Bloemengroothandel Hollemans, BumeIdeal, Bloomways, Celdomy, Stiltorg Logistic Russia, Hamifleurs, Hilverda De Boer, JP Hogewoning, WK Heyl jr., Fleurametz, Florapunt, Floristencenter, Holland Indoor Plant, Van Vliet Flower Group, Salaba, Van Dijk, Valentins, Euroveiling, FloraHolland, VGB, Plantion, Veiling Rhein-Maas, Shaham, Israel Ministry of Agriculture, Mop Zafon and Mopdarom.

www.FloraCultureInternational.com | September 2013

Now in its second year, the Aviv Show has become a true international trading and networking platform where orders can be secured and breeders can increase their profile.

Now in its second year, it has also become a true international trading and networking platform where orders can be secured and breeders can increase their profile .

Professional growers were given free entry to the event and coffee and dinner were also free of charge.

The Aviv show provided them with the ultimate one stop source for all horticultural needs: all of the hottest new varieties for 2013, topnotch learning opportunities and in-demand keynote speakers.

Educational programme

The new general manager of Israel’s Ministry of Agriculture, Mr Rami Cohen energised his audience by saying that he will do his utmost regarding the three key issues that are currently affecting the horticultural industry. He stressed that the country will not fall apart if

It was surprising to see how the organisers, with a keen eye for detail, turned a dark packaging area into a trade show.

The Aviv event offered both exhibitors and attendees the perfect opportunity to network.

10,000 more foreign workers were to be given work permits in the agricultural sector.

Mr Cohen went on to say that the price of water for farmers should be reasonable. And new farmers should also be given access to new land and a well-oiled infrastructure.

He promised that his Ministry will reserve 100 million shekel ($28 million) to reinvigorate the country’s agriculture. I asked him for an interview in six months to see where he stands because in order to achieve what he promises, he will have to withdraw some government decisions, which will not be an easy task.

The Pravda-style speech of FloraHolland’s Secretary, Ms Marielle Ammerlaan was uninspiring and contained a series of non-committal statements such as “what does the

consumer want” or “we should create an international commercial platform”. To me, it’s really unclear in which direction the auction’s business strategy is heading and what the auction’s future will look like. The presented facts and figures were from 2010 and didn’t really address the Israeli grower. I doubt whether it provided the growers with useful tips in terms of business orientation.

Enthusiastic entrepreneurs

I sat down with flower buyers Willem Pim Biewenga from Bloomways and Bob VandenBroecke from Floristcentre, working at cash and carry stores in the Rhein-Maas area and the Lille (Belgium) area respectively . The most innovative buyer I met was Ralf Peter Brohl from Valentines. Valentines buy readymade bouquets directly from growers to sell on line to the end customer. He told me they have set daily, weekly and monthly sales’ targets for their bouquets. As soon as sales fall, they upgrade their ad on Google to a higher placement for a few hours. Brohl’s enthusiasm was contagious and he was clearly delighted to meet farmers and tour their company after the show.

I was especially keen to see young new farmers as they provide the necessary new blood needed in the industry while ensuring continuity for the international customers. And luckily I found plenty of promising new entrepreneurs such as the Dvir family (see photo) Rotem, Orly, Mayaan, and Yael from Kfar Hes

Meanwhile, I did my best to collect some reliable figures regarding the number of growers, acreage and crops, but this turned out to be too complicated. It seems that there are opposing views and although it is clear that each grower must find his niche market it seems there is a lot of reticence.

Moshe Peretz, the CEO of Aviv deserves a special mention as he was the one who dreamed of putting Israel’s flower industry in the spotlight and through this show, his dream has become reality.

Small, neat, compact, friendly and flower focused, that’s what the Aviv show is all about. Hopefully, it will continue for many years to come. |||

Exhibitors occupy a certain amount of floor space with a table and a few chairs, separated from their neighbours by walls made of cardboard Aviv boxes.

Top-notch learning opportunities.

September 2013 | www.FloraCultureInternational.com

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World News Canada

International Grower of the Year 2013 – Finalists Finalists for the prestigious International Grower of the Year Award have themselves won competitions in their own country and have been entered by their trade association to win this international award. Below you will find the details of the four outstanding finalists and what they say about themselves. The winners of the gold, silver and bronze awards will be announced at the International Grower of the Year Gala Dinner taking place at the AIPH Congress in Niagara Falls, Canada, on 11 September 2013. The awards are run by AIPH in association with FloraCulture International.

Sheridan Nurseries, Ontario, Canada 2013 marks a significant milestone for Sheridan Nurseries as they celebrate 100 years of business in Canada. Founded a century ago by landscape architecture visionaries, Sheridan Nurseries has expanded significantly since they first purchased 100 acres of land in the village of Sheridan.

Today Sheridan Nurseries growing operation has expanded to 350 hectares in Southern Ontario encompassing both propagation and container growing operations. Sheridan Nurseries ships over two million plants annually to markets across North Eastern North America, as well as to their own retail locations. They are currently producing over 600 perennial varieties and more than 800 hardy nursery stock varieties We currently operate nine retail garden centres in the Greater Toronto Area and sponsor a buying group for 140 Independent Garden Centres in Ontario, Quebec and the Maritime provinces The construction of a state-of-the-art water recapture system was revolutionary to our industry. Sheridan Nurseries began this project to provide a self-sufficient back-up water source for irrigation in the case of serious drought conditions, and realized the huge side benefit for the environment.

Romberama, Loenhout, Belgium Romberama is a young company, founded in 2006, yet with a lot of experience and know-how. Romberama generates income from various branches: the amaryllis nursery realizes 60% of the income; the production of red berry-red currant 30%. They are the only supplier of fresh red berries in the month of May. The remaining 10% comes from revenues from company tours for visitors.

Romberama is a sustainable innovative amaryllis nursery. It grows stylish amaryllis in different colours in 24.000 m2 greenhouses of cut production. Thanks to a heat pump and solar panels the company can easily spread the harvest season and decrease the energy cost by 50%.

Miami

by William Armellini

Palletics Whetman Pinks, Devon, UK Whetman Pinks based in Devon was established in 1936. From a traditional market garden, it has developed into an international company breeding and propagating Dianthus. Plants are exported to numerous territories, including Australia, New Zealand, the USA and Canada, South Africa, Japan, and most European countries. Whetman Pinks is the UK's leading breeder and propagator of award winning perfumed Pinks and Dianthus with a worldwide reputation for quality. The Company has built its reputation for quality and service over more than 20 years and values it beyond price. All Whetman Dianthus are virus indexed following strict plant health and hygiene protocols, and monitored all year round. Twenty years ago, Pinks were considered a traditional cottage-garden British flower – the ‘poor man’s Carnation’. Whetman Pinks is delighted at the growing popularity of its introductions around the world and is intensely proud of its success.

Sion, de Lier, The Netherlands Sion is founded by Eric Moor in 1988. It started with 3 employees in Rijswijk with 1 hectare of cut flowers (Bouvardia). In 1993 the culture changed into flowering Phalaenopsis (Orchids) potplants.

In 2008 – the second step - Sion made a major decision to focus on young Phalaenopsis plants instead of flowering potplants. The greenhouses have a high level of mechanisation and the temperature controlled environment operates under strict hygiene standards. The company has an innovative identity. In the following period of 5 years, Sion has been able to grow in the production of young plants from 12 million young plants in 2008 to 30 million plants in 2013.

The fast growth of Sion is achieved by seeing the varieties as one number, regardless of the breeder.

The customer can order varieties bred by Sion’s own breeding or by their partners (in Germany, Denmark, in Taiwan as well as many other minor breeders).

Sion also collaborates with growers in Canada and the United States with top quality parental material. |||

This story is about the politics of pallets. Pallets are likely to be the most forgettable part of the commercial flower business. Yes, I refer to those wooden squares that are at the base of nearly all the flowers you have ever received.

These simple utilitarian sets of boards are the backbone of the flower industry and carry the load of nearly all flowers here in the Americas.

Whether the flowers are arriving by plane or from a greenhouse in California, wooden pallets are a vital part of our industry. Of course, this means that they are valuable and worth more than the wood they are comprised of.

Here in Miami, flowers come off an airplane on a large metal pallet and their next stop is atop a wooden pallet. From there, they are moved into trucks, off the trucks, into and out of coolers, back onto trucks heading out of Florida. The basic process is to deliver your flowers on pallets and then claim the same amount of pallets for those tendered.

At $4 for a good used pallet and $10 for a new one, you can imagine that keeping track of these is worth the effort. But this is a challenge depending on what side of the pallet trade you are on; receiving or shipping. A pallet loaded with flowers does not reveal its true self until it is offloaded. Then you can see if the pallet is just fine or, as often occurs, a broken mess, like a smile with many missing teeth. So those receiving the pallets must be diligent, else they end up with a warehouse full of firewood. However, as a shipper you get to see each empty pallet and evaluate its true value before accepting it.

Sometimes these valuable assets become a problem for wholesale and supermarket customers since being the final destination they often end up with more pallets than they want. Distributors sometimes see them as cost of doing business and find the ease of handing 22 pallets vs. 1200 individual boxes worth the cost.

Some supermarkets use leased pallets painted blue (Chep) in order to minimize the hassle of trying to keep track of them. These get consolidated at a certain point from where they can be retrieved and re-circulated. This is similar to how they manage this issue in Europe.

Dutch floral logistics are based on a Danish system where users lease and share reusable metal carts that can be passed on from seller to buyer and back again. This idea is slowly taking off in America, but it appears to only work well when the same truck can deliver and retrieve them.

Here in Miami there is even a black market for pallets so be sure to wear your sunscreen. Miami is HOT!

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

September 2013 | www.FloraCultureInternational.com

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Indoor houseplants Don’t become too engaged in ‘Dutch mathematics’ D In spite of the economy's effect on horticulture and especially on the tropical indoor plants business, Dirk Mermans, awarded third prize in the 2012 International Grower of the Year Awards and one of Belgium’s largest growers of indoor plants, opened a new 14,000m2 greenhouse facility in Wommelgem on February 1st, 2011.

A vital part of the business plan was a highly resourceefficient approach to ornamental plant production.

irk runs an indoor tropical plant operation in Wommelgem, a small town located around 8 km from Antwerp’s city centre that was once a large horticultural village. “Actually, there’s an aerial photo from the 70s hanging on of the walls of our town hall, clearly showing how the area was dotted with small-sized vegetable greenhouses”, said Mermans. He added, “Wommelgem’s sandy/ loamy soils were great for growing a wide range of vegetables.”

Things don’t come easy

by Ron van der Ploeg

Horticulture in this part of Belgium has its own life cycle with upward and downward movements as can be seen in many other industries. Mermans draws a parallel to the movie rental industry.

“Although this business model was highly popular in the '80s and '90s, the advent of the internet and digital TV saw the slow decline of the rental video rental industry.

The first entrepreneurs who enter a new business always make good money, but those who have to prove themselves in a mature market such as indoor plants have to fight. It’s not a fight for life, but things don’t come easy either.”

The small family businesses are long gone and modern Wommelgem now hosts four large greenhouse operations, including Dirk’s company of 2 ha of large indoor plants, greenhouses planted with 7 ha of bell peppers, 1 ha of Gerbera and 3 ha of Helleborus.

Mermans hosts Open Day On September 15 Mermans will host an Open Day giving visitors the opportunity to see inside one of Belgium’s largest tropical houseplant nurseries.

www.FloraCultureInternational.com | September 2013

Large tropical houseplants such as Monstera are propagated by taking cuttings of the stock plants.

Dutch dominance

Dirk runs the only indoor tropical plant operation in the area and in the whole of Belgium, there are probably no more than ten of these companies. While the horticultural horizon of Wommelgem is completely transformed, one important thing hasn’t changed: the Dutch dominance of the market. “It’s plain and simple, there is only one market which dictates everything and that is the Dutch market. Most of our plants are sold through the auction to Dutch wholesalers. In the past, there was

some trade with the wholesale market in the Ghent area but this has diminished significantly. To a certain extent the problem is like that of the chicken and the egg.

Most plant nurseries have gone out of business heavily affecting the level of trade in houseplants.

The diversity of green plants has consistently diminished and consequently consumers lost their interest. This development can also been seen in the Netherlands where even the large scale nurseries find it increasingly hard to grow 50 or more plant varieties.”

are ’hot’, more people tend to "get on the bandwagon" and buy bedding plants and also closely related products such as our tropical houseplants.”

Multi segment strategy

In Spathiphyllum, Mermans is the sole grower of the oldie, ‘Alfetta’, which is originally a Belgium breed and really makes a difference in terms of large shiny dark foliage with nicely contrasting white flowers.

It’s all about variety

Clusia, Monstera, Philodendron, Tetrastigma, Scindapsus, Aspidistra, Schefflera, Peperomia and Spathiphyllum: at Mermans’, however, it’s all about variety.

Dirk: “My customers are no longer interested in full truck loads and buy plants in much smaller quantities. By offering a complete range of products, they are still able to fill an entire Danish trolley and save on transport costs. Personally, I am not interested in growing bulk plants for the big box stores.

I always prefer to produce something special. In Spathiphyllum, for example, I am the sole grower of the oldie, ‘Alfetta’, which is originally a Belgium breed and really makes a difference in terms of large shiny dark foliage with nicely contrasting white flowers.”

kept consumers away from garden centres with early spring sales of bedding plants at a record low.

“This also influenced our business and has something to do with the bandwagon effect. It’s the kind of consumer behaviour whereby people tend to do something primarily because other people are doing it. When bedding plants

Mermans choose to use a multisegment strategy, focusing their marketing efforts on two distinct market segments: hydroculture plants and soil-grown plants. In particular, the range of hydroplants is very wide, as these are targeting a relatively small market. One of the things Dirk Mermans prides himself on is that his nursery is now established as market leader in hydroponically grown Zamioculcas.

“When transplanting Zamioculcas cutting from soil to hydroculture in the traditional way, the soil is washed from the tuber-like rhizomes and frequently damaged and followed by die back. Our Zamioculcas is grown in hydroponic from cutting until saleable product and doesn’t have to suffer that transplant shock.”

In soil-grown plants, Mermans specialises in ‘oldies’ such as Monstera, Clusia and Hoya. “In the Benelux, for example, a Dutch grower and I are the only two left growing Monstera. Overall, one can say that we have become a household name for vigorous and extremely strong houseplants providing consumers

>>>

Band wagon effect

Commenting on the current state of his business, Mermans said that overall sales have been better this year than last except for March, which was a very poor month with big parts of Europe repeatedly being hit by cold conditions.

Snow and record low temperatures

Mermans chose to install an MTU gas engine combined heat and power (CHP) plant from Ener-g devoted to the production of peakload supply.

September 2013 | www.FloraCultureInternational.com

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Indoor houseplants

One of the things Dirk Mermans prides himself on is that his nursery is now established as market leader in hydroponically grown Zamioculcas.

with long term pleasure. Our plants are anything but disposable, in contrast to most flowering plants.”

Personally, Mermans said he’s happy serving two distinct market segments, but it is a working pattern that needs to be flexible enough to respond to business demand. “In fact, it works both ways. Growing media are easily interchangeable so according to the demand in one of the two segments plants such as Clusia and Schefflera can be transplanted. My business is like a big jig saw puzzle where you constantly move the parts. Last year for example, the largest amount of plants were destined for the hydro market. This year it’s the other way round.”

sion because it impacts on so many other aspects of the production system. The main idea is flexibility as hydroculture or soil plants can be grown in different spots. “I am not bound to a certain system,” said Dirk. He continued, “In the original greenhouses, the decision to grow in hydroculture or soil could be made bay per bay, while in the new greenhouses there are two central pathways to facilitate efficient and quick order picking. One of the challenges is to pick items more frequently and in smaller quantities. This means that the process of picking orders has become an increasingly cost-intensive function.

And walking from one end of the greenhouse to the other to pick 3 pots is clearly not efficient enough.”

Hydroculture plants and soil-grown plants share many characteristics, but there are differences.

“Considering the Total Cost of Ownership, the majority of interior landscapers prefer hydroculture plants. Often, interior landscaping companies offer maintenance contracts and in such cases hydroplants allow to save money. A more accurate watering regime can be established, routine servicing is simpler cleaner and more reliable and plants survive for a very long time.”

Propagation

A good start is only half the work, and Mermans traditionally grows young plants for internal use.

Large tropical houseplants such

as Monstera, Hoya and Clusia are propagated by taking cuttings of the stock plants. “One of the major benefits of maintaining your own mother stock plants is that it provides some market protection as availability of cuttings becomes difficult for third growers,” said Dirk . He added, “My Spathiphyllum young plants are available from tissue culture and acquired from a lab, while Scindapsus cuttings and rooted Schefflera cuttings are sourced from Costa Rica or Sri Lanka.”

Expansion

In spite of the economy's effect on horticulture and especially on the tropical indoor plants business, Mermans opened a new 14,000m2 greenhouse facility in Wommelgem on February 1st, 2011. “In fact, I

Appropriate greenhouse lay out

The greenhouse layout is very appropriate for Mermans different product mixes and production volumes. Determination of the layout type was a major design deci-

www.FloraCultureInternational.com | September 2013

Tetrastigma comes in different sizes and shapes.

In house propagation of Clusia rosea.

didn’t expand my business. This should be seen as a site rationalisation, where all of my production (formerly spread over 3 nurseries in three different villages) was relocated to a new site. A new greenhouse complex was added to the existing 6,000m2 greenhouse, which was bought in 2003.”

A vital part of the business plan was a highly resource efficient approach to ornamental plant production. At the heart of this truly sustainable approach to manufacturing is a very energy efficient CHP plant commissioned at the end of 2010. The CHP plant provides a lower cost source of energy for the facility and has, therefore, been a significant enabler to the expansion of Mermans greenhouse operation.

CHP

Mermans chose to install an MTU gas engine combined heat and power (CHP) plant from Ener-g Nedalo devoted to the production of peakload supply. The plant is fitted with a super-sized exhaust gas condenser (surface area for condensing 150m2 instead of the 70m2 used in the traditional CHP plant) from Enalco of Holland.

This device allows extraction of the maximum waste heat.

To really benefit from the heat, the storage tank and mixing valves required modifications. As the temperature difference between top and bottom should be as high as possible and the mixing layer in between as small as possible,

the buffer was equipped with an additional three inlets, which completely separate low temperature from high temperature. By keeping a higher delta-T (temperature difference between hot and cold side) extra high grade temperature can be stored. The new system offers a total thermal efficiency of 105%, whereas in a traditional setting the overall system efficiency is not higher than 95%. As a result, the heating cost have been reduced.

The surplus electricity is sold to the grid, pushing Mermans into a dual role: that of an electricity seller and a plant grower. When asked if he shouldn’t concentrate on the plant growing Mermans said, “Today, the problem is that traditional plant growing is hardly viable anymore. A modern greenhouse grower cannot simply spend his whole day walking between his plants. Some of the responsibilities have been delegated to a supervisor, while I have to manage multiple tasks: selling electricity, growing plants, organising transport, dealing with human resources. I can assure you that my agenda is a pretty full one!”

Potting of Strelitzia.

business. But I think we are close to a tipping point with the economy in Europe slowly recovering. Over the past few years, many growers of indoor tropical plants have closed their doors. Meanwhile, I have concentrated on a wide range of products and customer demand is now growing. Once we have overcome the economic headwinds, I am the first in line...but honestly speaking, I had more than one sleepless night, especially after reading Jaap Kras’ columns explaining that two giant floral wholesalers in the Netherlands had gone bankrupt. Together they represented a turnover of €410 million. And the auction continues to stress that there is no problem!

Personally, I find it scary to see and listen to what’s happening at the Dutch auction. Auction members like me pay a contribution. The number of members continues to decrease and everybody can see the decrease in the level of service provided by FloraHolland Connect, the auction’s intermediary office.

We have come to a situation where you have a low cost organisation with low standard service. All extra’s come with additional costs.”

>>>

Low cost auction with low service level

Mermans admits that despite the adopted business model, which is relatively low cost, times are tough.

When asked about his biggest fear, he says he is sometimes worried about the market situation. “The performance of your customers will ultimately also affect your own

September 2013 | www.FloraCultureInternational.com

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Indoor houseplants Bloom instead of gloom Over the last decade, the market demand for large house plants has plummeted. Official figures from FloraHolland indicate that the market share of foliage plants in total plant sales went down from 45% to 25%. But Mermans prefers to think about bloom instead of gloom.

“There will always be demand for large tropical indoor plants as they add beauty to homes and offices.

But I mean mind-blowing beauty and superior quality. Not the quality everybody say they grow.

I have a growing customer base of the leading European indoor landscaping companies and discerning customers,” said Mermans. He added, “My clients are selective

In the new greenhouses there are two central pathways to facilitate efficient and quick order picking.

Traditional whitewashing is fixed on one place all the time, so Dirk opted for 3 retractable screens for diffuse light only when it is needed.

www.FloraCultureInternational.com | September 2013

with their purchases, but they still want premium quality plants. The key to quality? Precision watering, well-balanced nutrition, heating and spacing of the plants are key to top quality. Meanwhile, one should be careful not to become too engaged in ‘Dutch mathematics’.

This philosophy believes that the first answer to disappointing yields is expansion, to reduce the cost price per m2. When earnings are still not high enough, the second step is to grow quicker by pumping up the heating. Eventually, with yields still being too low, plants are put closer together in order to grow more plants per m2. By doing so, growers automatically decrease their product quality. One cannot

become rich only by economising.”

When asked about the factual cause of diminished demand for foliage plants, he mentions potted Phalaenopsis. “Phalaenopis is a prime example of market cannibalism where a relatively new houseplant eats up the sales and demand of existing houseplants. However, something inside is telling me that Phalaenopsis is starting to reach market saturation. Consumers start to be somewhat bored with the product.

It's as simple as flicking through a magazine and seeing that large indoor foliage plants are slowly but surely getting back into the home decor scene. It’s the type of product that perfectly fits a healthy, sustainable lifestyle.” |||

World News In memoriam

Julio, “Toots” Armellini passed away on Thursday, August 15, 2013 with his loving family by his side.

As writer and editor of Flowers and Cents, assignments can hits very close to home. In this case I was asked to write about the passing of my Father, Julio "Toots" Armellini.

My first challenge arose when, as editor of the online Floral site, I had to report the news to my readers. As an editor, getting the scoop on a story before others is what makes news, news. As the son of Julio Armellini, I had the scoop and now had to decide how and when to publish the announcement.

I felt like I did not want to be the first to post this news because it was too close and personal. Thankfully I did not have to wait long as the news quickly spread and one my members posted it for me. It’s time for me — with three brothers and one sister — to now speak as a family.

Our dad and mom started Armellini Express years ago in 1945 just after buying a broken down truck for one hundred dollars. The truck was originally owned by my uncles, then flower growers up in New Jersey.

My dad began hauling flowers while mom worked as his assistant and as a registered nurse for a doctor, while raising five children at the same time.

After a lot of hard work and many acquisitions, Armellini Express became, and remains, the major flower transporter in America from Florida, and eventually from South America and California.

The company has remained successful and prosperous over the years and today is operated by second and third generation family members. But this tribute is to the man—and not the company—that bears our dad’s name.

Julio Armellini was raised by his oldest brother, Willy Mazzoni, and their mother. He got the nickname "Toots" by the nice Italian ladies who lived across the street from where he was raised in Vineland, New Jersey.

Dad liked candy tootsie rolls and the ladies would always have some for him and the name "Toots" stuck with him till his passing. While the name was not very masculine, there was never any question that Julio Armellini was a real man’s man. As children—and even as adults—to his family, Toots was a larger than life character. From dad we learned that the words "can't be done" was not part of his vocabulary. He was a can do person that never held a grudge and never said the word "Hate" Dad’s friends knew him as an honest man that had a vision for his family, never letting anything get in his way.

My memory as child was that he was not always an easy father. His Italian work-ethic was often in conflict with his children's desires to be kids. Sunday was not a day of rest at our home; there were trucks to load; docks to be swept; lawns to mow; and flowers to be picked up.

There were many pivotal moments in his long career, but I believe the one event having the most impact on the company's future was the decision to transport South American flowers. At

that time in the late 70's most of the flowers were grown domestically in Florida and California. When the imports began to appear, you can imagine local growers were none to happy as they recognized the threat represented by quality flowers grown off shore. One day there was a showdown when local growers in mass protested and threatened to boycott Armellini Transport if dad began transporting imports.

He was very friendly with these growers and so this was a big problem for him because he clearly didn’t want to offend them. However, he recognized that there was a change coming and that the way flowers were sourced would never be the same. As he often did, he asked a lot of questions. Since the wholesale florist was his actual customer, not the grower, he called a few of them that had been to Colombia and asked if they believed that flower imports were here to stay.

The answer was an overwhelming “yes” and so he moved forward, and like always, never looked back. That single, difficult decision paved the way for Miami, Florida to become the floral import capital of the U.S. As it turned out, many importers profess that they owe much of their success to dad’s decision, which opened up endless new business opportunities.

Dad was tireless when it came to the highest quality service and his passion for the floral industry was felt at every convention. You could always count on him to be sitting in the first row of every meeting. Keeping flowers cold in transit was a mission he

championed every day. Armellini's reliable service opened doors and created new pathways for those willing to take a chance.

Dad was never afraid to say exactly what was on his mind. He would think nothing of telling a customer that their facility was not up to par. But he did in a way that was constructive, and somehow not offensive. I could go on at length reminiscing about the many great Toots’ stories. More importantly, those he touched knew the kind of man he was and respected his high values. His handshake was his bond in business, even if he nearly crushed your hand!

Dad…you were loved and respected by many and we will all miss seeing you.

William Armellini

September 2013 | www.FloraCultureInternational.com

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OFA Short Course More than 9,000 people from across the world participated in this year’s OFA Short Course, the annual national horticulture convention and marketplace in Columbus, the United States. The expanded, 7-acre sold-out trade show featured nearly 700 companies, and more than 140 educational sessions, tours, workshops, and networking opportunities.

A global perspective on horticulture

T

he mood was good, the people were happy and there were many exciting, new products to see. While maneuvering through the aisle traffic at this year’s OFA Short Course in Columbus, Ohio, we stopped to not only see what was new, but to see how the show was going for the attendees and exhibitors.

The single word we heard most often was, “Great!” And why were they saying that? There was plenty of traffic (a press release from OFA said there were more than 9,000 attendees, with XXXX of them from outside of North America) and there was a good vibe on the trade show floor, which leads us to surmise that spring wasn’t as bad as it could have been for most growers we talked to.

Expanding the retail presence

by Jennifer Zurko

During the press luncheon, we were filled in on a few more details of OFA’s plan to expand its offerings for garden center retailers at the 2014 Short Course. The additional 50,000 sq. ft. of dedicated space for the retail channel will be located in Battelle Hall, which is upstairs from the Connector Area of the Convention Center. In fact, the space is the original venue for the Short Course before the

Convention Center expanded a number of years ago.

It will not be your traditional pipe-and-drape exhibitor layout, either. Rather, it will be laid out in an island format, with each island being four exhibitor spaces, similar to a more European style of trade show. (The current exhibitor hall will remain in the aisle format.)

Why the Euro style? According to OFA’s CEO Michael Geary, it’ll help vendors be more innovative in how they display their products, allowing them to set up their

wares more like how a retailer would display products to the end consumer.

And why is OFA expanding the retail presence at Short Course?

As Michael told us, our industry makes great products and it is OFA’s job to help retailers sell more of it. So along with the expanded retail presence on the trade show floor, they will also have an expanded educational line up.

Below are a few trends and products highlights we saw at this year’s Short Course. |||

Heat tolerant Heucherellas The fear of another outbreak of Impatiens Downy Mildew had many breeders and suppliers offering alternatives to Impatiens walleriana. Last year, the disease was so rampant in the States, especially on the east coast from Florida to New York, that many growers cut back production on impatiens this year—some even by more than half or all of their production. So we saw a lot of new varieties for the shade, like the Southern collection of Heucherellas from Emerald Coast Growers. All four varieties are very heat and humidity tolerant in the shade: Gunsmoke, Solar Eclipse, Sunrise Falls and Sweet Tea. |||

www.FloraCultureInternational.com | September 2013

Improved seeding Always looking for incremental improvements, seeder manufacturers have brought out some subtle, but interesting features. Blackmore Company added a second air curtain to their cylinder seeder and tweaked their placement to improve how the machine singulates and sows marigold seeds. David Steiner says growers should get 97% to 98% correct single sows at 300-plus trays per hour with marigolds. They also tweaked the dibbler to help push seeds into the proper cells and tweaked the plumbing on their seed recovery system to make seed changes quicker. After all, David says, the key to sowing seed fast isn’t fast sowing, but fast changes between varieties. Customers can get kits for upgrading their air curtain and seed recovery systems. |||

Digital technology on transplanters Also in the AgriNomix booth, we saw some of the newest digital technology being offered as options on their transplanters. “Production Assurance” uses an Internet connection within the machine to link to the AgriNomix headquarters in Ohio. If the machine’s computer senses a fault or problem (like the “check engine” light in your car), it will send an email notification to AgriNomix, where technicians can determine if it’s a minor or major issue. A webcam mounted inside the transplanter allows technicians to watch the machine in action to further diagnose any issues.

The technicians can even take over “virtual control” of the machine by accessing the control panel remotely. All this can reduce downtime and allow greenhouse staff to focus on growing, not machine repairs, says Robert Lando. AgriNomix can also incorporation iPads into some machines to provide real-time output data for operators, such as goal and output per hour, run time and even down time. |||

Big in Begonias German breeding company Benary dedicated their entire booth to their Begonia lines—Big and Nonstop—as shade alternatives. They also unveiled new point-of-purchase materials and pots for the Big Begonia series. |||

High precision seeding Visser has added a special tip to their drum seeder to handle marigold seeds; it works with other hard-to-handle seeds, too, with an adjustment of the vacuum. They claim 99% correct seed placement with their unit. |||

Robots & technology The hit of the show might have been Harvey, the Harvest Automation robot, which was following Rebekah Lando and her sister, Rachel, around the trade show floor like a loveable puppy. Cute, yes, but the HV-100 is a serious tool that can space 200 3-gal. pots per hour with little human involvement.

Designed by a team of scientific geniuses near Boston, Harvey uses 20 sensors (but no GPS) and some very sophisticated MIT “behavior-based programming” to keep track of what it’s doing and what’s going on around it. Harvey’s battery lasts four to five hours. He costs $30,000 USD, and several nurseries have already bought some. |||

September 2013 | www.FloraCultureInternational.com

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International Events September 2013

17 to 19. China SeedTec 2013, China’s OpenuntilOctober13th.Germany international seed Industry & Internationale Gartenschau technology exhibition is set to Hamburg, international garden take place from September 17-19, show with the motto ‘Around the 2013 at the Shanghai World Expo world in 80 gardens.’

Exhibition & Convention Center.

T + 86 21-61851816 www.igs-hamburg.de F + 86 21-33275350 jianxiang.wang@hnzmedia.com 3 to 4. United Kingdom hong.deng@hnzmedia.com The Four Oaks Trade Show 2013, the UK’s premier show for 18 to 21. United States ornamental horticulture, opens at SAF Phoenix Annual Convention 9am on Tuesday September 3rd at Farm Lane, Lower Withington, 2013 at the Sheraton Wild Horse Pass in Chandler, Ariz. For Macclesfield, Cheshire and program details and to register closes at 4.30pm on Wednesday visit the website, download the September 4th. brochure or contact SAF’s Laura www.fouroaks-tradeshow.com Weaver, lweaver@safnow.org, 800-336-4743.

3 to 5. United Kingdom From turf care and specialist www.safnow.org machinery to landscaping and playgrounds, over 300 SALTEX 19 September. United Kingdom exhibitors bring the latest products, ‘Creating a sustainable future equipment and expertise to for ornamentals’, Technical Windsor Racecourse for three days seminar and AGM of the British in September.

Ornamental Plant Producers (BOPP) in the Avon Lounges, www.iog.org Stoneleigh Park, Coventry.

Visit www.the-hta.org.uk/events 8 to 12. Canada to download a booking form and AIPH annual congress being secure your place(s) today. held this year at Niagara Falls in For more information contact the Canada from 8-12 September.

HTA Events Team by emailing The organisation, which exists to support and represent ornamentals events@the-hta.org.uk or call 0118 930 3132. growers across the world, will be re-evaluating its core purpose and 19 to 21. United States how this is best achieved in the The Landscape Show at the 21st century. The event includes Orange Country Convention the annual Grower of the Year Center, Orlando. contest on September 11. www.aiph.org www.fngla.org/ thelandscapeshow/ 9 to 11. Russia FlowersExpo 2013 at the Crocus 24 to 26, Argentina Expo in Moscow.

XXXVI international congress on T +7 495 221 1251 horticultural plastics. cell phone (8) 915 185 7903 Asaho-cappa2013@ mail@flowers-expo.ru marcelosantora.com www.flowers-expo.ru www.asaho.org.ar 11 to 13. Italy Flormart at the PadovaFiere exhibition centre. www.flormart.it 15 to 17. United Kingdom Glee 2013 takes place at the NEC, Birmingham, from Sunday 15th to Tuesday 17th September and opens between 9.00am and 6:00pm (4:00pm on the final day).

To find out the latest news and to register for free entry, please visit www.gleebirmingham.com 15 to 21. United States Annually celebrated the third week in September, the National Indoor Plant Week was established to promote and increase public awareness of the importance of live plants in interior spaces. www.nationalindoorplantweek.com

October 2013 2 to 4. The Netherlands The GrootGroenPlus trade fair presents a total assortment for public and institutional green and also focuses on visually attractive products for the consumer market.

T +31 (0)76-5977984 F +31 (0)76-5977983 info@grootgroenplus.nl www.grootgroenplus.nl 2 to 4. Spain Iberflora, the green vitamin.

The show will be held in conjunction with Vegetal World, the agricultural technology and Innovation Fair.

T +34 963 861 389 iberflora@feriavalencia.com www.feriavalencia.com/iberflora 4 to 6. Italy Orticolario, 5th edition of the Orticolario flower show at Villa Erba, Cernobbio (Como), Italy. As usual, plants and flowers will be the heart and the focus of the event, with original and elegant ideas provided by over 200 selected exhibitors from all over Italy and abroad. info@orticolario.it www.orticolario.it T +39. 031.3491 www.facebook.com/Orticolario twitter.com/Orticolario 4 to 6. Kenya Food Agro Africa 2013. Africa’s premier international food, hotel and agricultural products, equipment and machinery trade show at the KICC convention centre in Nairobi. www.foodexpo.expogr.com 6 to 8. 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, Northern Italy. www.sungiosun.it

24 to 26. The Netherlands 5th Cool Logistics Global Conference at the SS Rotterdam, the Netherlands.

The full programme and list of participating speakers and delegate companies can be viewed at 6 to 11. Australia www.coollogisticsconference.com The International Garden Centre Association's annual congress is taking place in Melbourne, 28 September to 1 October.

Australia this year. Attendees will Colombia Autumn Meeting of Union Fleurs be treated to great garden centres, Australian flora and tourist areas including flower farm tours and including the famous vineyards in a visit to the 2013 Proflora flower the Yarra Valley. trade show. communications@unionfleurs.org T 03 9889 5453 F 03 9889 5281 T +32 2 231 06 38 leigh@gravity.net.au www.igccaustralia2013.com 16 to 17. United Kingdom HTA Garden Futures dinner and conference at One Great George Street, Westminster. events@the-hta-org.uk

23 October. United Kingdom APL asks Landscapers - Are you sealing the deal?

APL Networking Seminar Successful Sales and Marketing for Landscapers www.the-hta.org.uk/page. php?pageid=809 31 October to 2 November.

Kazakhstan 7th international garden trade show exhibition Autumn Garden Show Almaty at the Atakent convention centre in, Almaty,Kazakhstan.

Event organiser, ExpoDamu.

T + 7 (727) 292 20 66 F +7(727) 292 09 74 www.expodamu.kz November 2013 6 to 8. The Netherlands International Floriculture Trade Fair at the Haarlemmermeer Expo, Vijfhuizen. www.hpp.nl 6 to 8. The Netherlands FloraHolland Trade Fair at FloraHolland Aalsmeer.

T +31 297 39 36 12 events@floraholland.nl www.floraholland.com 17 to 19. UAE IPM Dubai/WOP Dubai, international plants expo Middle East and the international perishables expo Middle East at the Dubai World Trade Centre. www.ipm-dubai.net www.wop-dubai.com 28 November-1 December.Turkey Flower Show Turkey/Eurasia Plant Fair. www.flowershow.com.tr December 2013 5 to 7. Italy Dies Palmarum 2013 - 7th Biennial European Conference on Palms. Scientists and technicians from the Mediterranean countries and beyond will meet in Sanremo, Italy, during the seventh edition of the Biennial European Conference on Palms. Organised by the Centro Studi e Ricerche per le Palme association and the Municipality of Sanremo, the meeting will be hosted in the majestic Villa Ormond. www.sanremopalme.org 10 to 12. United States Great Lakes, Vegetable and Farm Market Expo and Michigan Greenhouse Growers Expo. www.glexpo.com

September 2013 | www.FloraCultureInternational.com

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World News The Netherlands Amsterdam RAI announces HortiTech Amsterdam Amsterdam RAI has announced the new HortiTech tradeshow based in Amsterdam, a new biennial event for the international horticulture industry.

The new exhibition will run at Amsterdam RAI from June 10 to 12, 2014 and will focus on production technology for food and ornamental horticulture. The concept has been developed in close consultation with the sector: On 18 July 2013, Amsterdam RAI, AVAG and Fedecom reached an agreement to join forces in this authoritative new international horticulture event.

The exhibition and its educational programme are focused on international producers in the food and ornamental horticulture industries, and will feature the latest technological possibilities for growing under glass and in the fields. Participation is open to producers and importers of products such as crop protection, breeding and parent materials, potting compost & substrate, greenhouse construction, automation, financing, research and logistics. Innovations will be an important part of the event - virtually, on the exhibition floor, and in the vote for the Innovation Award.

Three connecting themes will be at the heart of HortiTech: Water, energy and biobased. These will revolve around sustainable solutions for water consumption and management, energy generation and opportunities, and biobased applications for horticultural products. The themes will be represented by exhibitors, workshops and seminars.

HortiTech Amsterdam was established at the explicit request of international companies from the Dutch horticulture sector. The exhibition concept was developed in close consultation in order to establish a global, trend-setting trade event. The month of June was chosen both as a good time to invest and because of its potential for an outdoor programme, they say. For further information: www.hortitech-amsterdam.com |||

by Arturo Croci

Buongiorno!

Superbo!!!

This time I would like to write about something really special; the Trattoria da Motorino, loosely translated in English as ‘the scooter drivers’ tavern. I guess, you immediately start asking yourself what all this has to do with our industry.

At first sight, there might be no direct link, but if you read this entire story, you’ll discover some useful business inspiration.

A couple of weeks ago, the legendary Italian floral wholesaler, Furio Melani, also dubbed Livorno’s King of Flowers, threw his retirement party at the restaurant of one of his childhood friends from Livorno: Franco Nesi alias Motorino.

Franco is known for being a people’s person, very intelligent but with a modest cultural background. Apparently, one of the running gags at the restaurant table is that of the young schoolboy Franco who was asked to name Italy’s Hero of Two Worlds (Giuseppe Garibaldi). Following a deadly silence, his class mates started to semi whisper the answer... Ga… Ga…Ga ... ...after which Franco responded unblushingly: Gary Cooper.

In his book Livorno: Through the Eyes of a Citizen of Pisa (Felici Editore, 2001), the Italian author, Renzo Castelli, aptly describes Franco’s tavern as a ‘room with 5 tables’ and today the place echoes the same atmosphere, even if in summer Franco is allowed to put some extra tables outside.

The Trattoria da Motorino is also a place where the impossible sometimes becomes reality. For example, when the aforementioned Furio held his party in the 5-table restaurant heaven and earth had to be moved to accommodate 67 people. And even if they were packed like sardines, they had a wonderful evening.

Trattoria da Motorino is located at Oberdan Street, somewhat hidden behind the cathedral. To find a parking space is a nightmare and without reservation you probably won’t get in as people from all over Italy have discovered the place. But once you sit down at one of the five tables, you will enjoy the intimate setting and fabulous seafood.

Nearly impossible to reach and with only fish on the menu, yet jam packed every evening. What’s the secret of this bistro? You might draw a parallel to your own business, your garden centre or nursery which is ideally located on a busy road, with plenty of free parking space, a wide range of products, and ...a disappointing turnover.

Take Franco’s example. He gets up very early to purchase only the best quality fish available. He is personally acquainted with his suppliers, the fishermen and knows the product inside out. If Franco brings home a fish, you can be sure that it will be one of the finest quality.

Above all, Franco is a great chef who knows to prepare his dishes giving attention to the smallest detail. He excels in tasteful and fresh food, no fuss and simply delicious. In Livorno, nothing compares to Franco’s fish restaurant. Owner Franco can make a good living out of it.

The moral of the story is that, if you don’t stand out from the crowd then your business might be in danger. No matter how large, structured or wellorganised your company is. We have the luck to work with an extremely beautiful products where the choice in varieties seems endless. Make the right choice and be superbo!!!

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

September 2013 | www.FloraCultureInternational.com

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Fleuroselect convention Networking was top of the agenda when more than 110 delegates gathered in early July for the 44th annual Fleuroselect Convention in Denmark.

Mission completed

F

leuroselect, the international organisation for ornamental plants, has a clearly defined mission. The goal is to stimulate and encourage breeding of ornamental plants by establishing and maintaining a platform where breeders, producers and distributors of the industry assemble around testing, awarding and marketing of new varieties of plants.

Family reunion

by Lotte Bjarke

Fleuroselect’s mission is not only about paperwork. Attending the Fleuroselect Annual Convention for the first time was like joining a family reunion. More than 100 delegates – many accompanied by their wives or husbands – from around the globe got together in a friendly atmosphere, happy to meet again, exchange news and experiences since the last meeting.

The openness among all these people who would normally be considered competitors in the business world of plants was striking. But asking around, it seemed clear that the Fleuroselect members not only look at each other as competitors – they are also colleagues and the value of sharing cannot be overrated in a small industry. The networking was again and again pointed out as the most

Mr Hiroshi Sakata was presented a gift on the occasion of the centennial of the Sakata seed company by Fleuroselect president Mr Nils Klemm.

www.FloraCultureInternational.com | September 2013

The panel of judges could use the occasion to evaluate the contestants for next year’s Fleuroselect medals.

important part of the convention and as one delegate emphasised, the different companies might be competitors at some levels but many are also customers of each other and mutually dependent on cooperation. No doubt, ‘mission was completed’ at the 44th annual Fleuroselect Convention.

A taste of Japan in Denmark

The Fleuroselect Convention is held annually and every year at a new location with one of the member companies as hosts, organising visits to companies and entertainment for the many attendants. This year, the Convention took place in Denmark under the theme ‘A taste of Japan in Denmark’.

Behind the cryptic headline was the seed company Sakata. Sakata is a Japanese company with European headquarters based in Marslev, Denmark. Sakata was the main host of the Convention, seconded by another Japanese seed company, Takii, which runs a breeding station in Bellinge, Denmark.

Sakata is celebrating the centennial of the company this year and, in the spirit of Fleuroselect, chose the Convention as a perfect occasion

to share the big achievement with colleagues from all over the world.

Novelties of the future

The extensive two days programme included presentations by the two host companies. Takii opened the doors wide to the breeding station to emphasise the openness which is characteristic for Fleuroselect.

At Sakata the large testing field attracted the attention of the delegates. Here they could examine not only the Sakata assortment but also the nominated new varieties for next year’s Fleuroselect medals.

The rewarding of medals for the best and most promising new varieties is one of the most important activities of Fleuroselect.

The participating varieties are tested in 17 test fields around Europe where a panel of expert judges evaluate the performance of each variety. Only the very best new introductions are awarded the prestigious gold medal. During the Convention, the judges evaluated the novelties in the Sakata test field.

Plant with wow factor

Apart from the seed companies, the Fleuroselect Convention visited GASA BØG and got a compre-

Gerbera Cartwheel® Strawberry Twist wins FleuroStar Award The FleuroStar Award for 2013/2014 went to Gerbera jamesonii Cartwheel® Strawberry Twist created by Syngenta Flowers.

The winner was announced at the annual Fleuroselect Gala dinner that was held in Slot Holckenhavn, Denmark, on Friday 5th July. Syngenta’s Head of Sales Luit Mazereeuw accepted the award from Fleuroselect President Nils Klemm and Jan Sijm, Chairman of the FleuroStar Committee.

Nils Klemm: “It is my honour to give this key award in the horticultural sector to Syngenta Flowers.

Cartwheel® Strawberry Twist offers a fantastic colour mix for pots and containers that will convince many consumers at point of sale.”

According to the jury, this award-winning Gerbera offers “very attractive, supersized semi-double flowers with a broad colour range, ensuring a true wow effect. Cartwheel® Strawberry Twist is an eye-catching variety that will appeal highly to the consumer.”

Cartwheel® Strawberry Twist is the first true semi-double bicolour Gerbera for pots. Breeder Kathryn Verlinden: “I was inspired by the huge range of colour patterns existing in cut flower Gerberas. Already nine years ago, we started experimenting with the introduction of cut flower genetics into pot Gerberas.

Cartwheel® Strawberry Twist offers the colour explosion of a cut flower Gerbera bouquet to pots and containers for both the home and patio.”

The FleuroStar Contest is held annually during the FlowerTrials week in June in the Netherlands and Germany. An independent panel of more than 30 expert judges visit the eight contest locations to choose the winner with the ‘wow’ effect at point of sale. Due to its strong visual impact, the FleuroStar winner stands out in retail. |||

hensive presentation of the large Danish export company. GASA Young Plants was, together with Swedish Impecta and Dutch Sluis Garden, accepted as new members at the Fleuroselect annual general meeting held during the convention.

An interesting and varied programme was available for the visitors accompanying the delegates, and cultural as well as culinary experiences made

the programme complete. The convention reached its climax with a highly energised gala dinner in amazing settings at Holckenhavn Castle.

During the dinner, this year’s Fleuroselect Gold Medals were officially presented, and it was revealed that the 2013 FleuroStar Award for a plant with true wow factor went to Gerbera Cartwheel® Strawberry Twist from Syngenta Flowers. |||

Takii opened the doors of the Danish breeding station in Bellinge during the Fleuroselect Convention.

September 2013 | www.FloraCultureInternational.com

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Garden show Set in early autumn in the grounds of one of Italy’s most historic estates, the Orticolario Show is a stunning blend of themed gardens, flower arranging and flower cooking demonstrations with all the magnificence and grandeur of a garden party.

by Ron van der Ploeg

Show hours Friday 4 October: 12.00– 20.00 Saturday 5 October: 9.30 – 20.00 Sunday 6 October: 9.30– 19.00 On Saturday 5 and Sunday 6 October, a free ferry service will leave from Cernobbio’s Piazza Cavour There is also a shuttle servicebetweentheavailablecar parksinCernobbioandVillaErba.

Entry At the gates: €14 Online tickets: €12 For more information www.orticolario.it Orticolario is also on Facebook: www.facebook.com/Orticolario and Twitter twitter.com/Orticolario

Flowers and plants take centre stage at 2013 Orticolario

T

his year’s event is set to take place from October 4th to 6th and looks to build on last year’s success when over 21,000 visitors visited Villa Erba, the former mansion of director Luchino Visconti, surrounded by a spectacular English park just in front of Lake Como. As usual, plants and flowers will be the heart and focus of the event, with a spectacular mix of floral displays and cutting edge garden design provided by over 200 carefully selected exhibitors from all over Italy and abroad.

International recognition

In May this year, Orticolario received extra international acclaim with Stefano Passerotti, coordinator of the Orticolario artistic group and garden designer, Anna Piussi (winner of the Orticolario Jury Prize in 2012) being selected to join the Chelsea Flower Show, which took place from May 21-25. They wowed the crowds with their project ‘The Sonic Pangea Garden’.

The 2013 edition of Orticolario will stimulate and impress visitors through focusing on one of the five senses: ‘Taste’, a full educational programme, contains Flavoursome Round Tables and workshops, run by experts, to guide the public in

the discovery of the flavours and characteristics of products deriving from nature. Children can also get involved in this adventure thanks to some educational workshops, like those run by Angela Berlingò and Annalisa D’Onorio of Slow Food.

Fully-fledged jungle

Orticolario 2013 will be full of surprises and innovations, delights and enchantments. Set to wow the visitors is the show’s central pavilion, which will be transformed into a fully-fledged jungle with tropical, subtropical and equatorial plants.

Giving an even more engaging character to the Orticolario jungle will be the unprecedented works by Michele Vitaloni: his sculptures, which perfectly reproduce animals on the verge of extinction such as rhinos, zebras and gorillas, will be immersed in the vegetation, revealing themselves to visitors representing both love for nature and passion for art.

Creative Gardens and Dahlias

Orticolario’s main exhibiting areas (Ala Lario, Ala Cernobbio and Ala Regina) will be enhanced by floral installations, while in the Villa Erba park, seven Creative Gardens will be staged, created by designers, landscape gardeners and nurserymen and which will be judged by a panel of international judges. In addition, the Parks and Recreation department of the municipality of Como will run its own Giardino in Comune (Garden in the City) project near the pier of Villa Erba, which will welcome visitors upon arrival by boat.

Dahlia, coming in countless shapes, sizes, colours and varieties, and with edible tubers and flowers, has been nominated as the Orticolario Plant of the Year.

The second edition of the International Botanical Short Film Festival, entitled “The sense of Dahlia”, has therefore also been dedicated to the Dahlia.

Top nurserymen

Among the 200 exhibitors from Italy and abroad are top nurserymen. Commenting on the choice of nurserymen exhibitors, show organiser and Orticolario’s chairman, Moritz Mantero, said, “Orticolario is keen to be a truly plant focused show hosting and selecting nurseries which boast interesting botanical collections and are dedicated to teaching and research. The nongreen exhibitors must instead have artisan characteristics and not be present in our large retail chains.

Our aim is educate the public, to excite them. Only through the quality of the products can we achieve this result.”

Orticolario has reached its fifth edition, created by a group of friends who, as well as being passionate about plants and gardens, wanted to devote special attention to solidarity. Money donated during the events will be used for charitable purposes supporting local associations which help disadvantaged people. |||

September 2013 | www.FloraCultureInternational.com

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32

Japan Asia’s largest flower trade show, the 10th International Flower Expo Tokyo (IFEX) will open its doors from 9th until 11th October 2013 at Makuhari Messe, Japan.

IFEX - Asia's largest flower trade show

E

stablished as the leading industry event in the Asian region, IFEX is the ultimate destination for buyers such as florists, garden centres, importers, wholesalers, growers and garden designers. This year, IFEX will yet again impress such buyers by gathering flower growers and related firms from all over the world. IFEX is the ultimate business hub for flower growers from overseas to negotiate business and to make new connections in Japan and Asia.

10th anniversary

by Ron van der Ploeg

Since its launch in 2003, IFEX has shown considerable growth and has now become the largest international show in Asia. Every year, it has been the gateway for flower growers to sell their products to Japanese and Asian buyers and for buyers to catch the latest industry trends and insight into the market.

The show has been becoming increasingly international in respect and this year the trend is forecasted to continue.

This year, IFEX will be celebrating its 10th anniversary and will be launching a new exhibit zone for

www.FloraCultureInternational.com | September 2013

this occasion. With the continual success, increasing number of exhibitors from overseas of the show and the new fair joining the exhibition line-up, the show is expected to gather a record breaking number of 760 exhibitors and 30,000 exhibitors.

For years, the show organisers have been receiving requests to hold an exhibit zone at IFEX dedicated to decorative packaging materials and accessories so a Floristry Items Fair will be launched. All sorts of packaging products and accessories such as decorative pots, ribbons and preserved flowers are expected to gather and major Japanese firms such as Tokyo Ribbon, Shimojima and Amifa have already confirmed their space.

Also new is the Flower Arrangement Show demonstrating easy and creative ways to arrange flowers by using actual products exhibited at the Floristry Items Fair. The Flower Arrangement Show will be free to attend and will take place frequently throughout the duration of the show.

The new fair will expand the profile of the show and is expecting to attract 3,500 visitors from flower shops and 1,500 flower designers.

Overseas exhibitors

Many overseas exhibitors are driven to strive into the Japanese market even further by exhibiting as a pavilion.

The Sri Lanka pavilion would be the perfect example. With the support from Sri Lanka Export Development Board, a national pavilion - “Sri Lanka Pavilion” will be launched.

Other countries such as Colombia, Indonesia and Taiwan will also be exhibiting as a pavilion.

Starting this year, IFEX will be featuring a country/region as an annual show theme. The country/region to mark the start of this special programme will be Taiwan.

Being a major exporter of cut flowers to the Japanese market, Taiwan will be able to take advantage of this opportunity and make extra promotion of their products to Japanese buyers through the show.

For further information: www.ifex.jp

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Cool Logistic Resources ..........................................................33....................www.coollogisticsresources.com CYF Trade Fairs (Flower Show Turkey)...........................20,21..................................www.flowershow.com.tr Danziger ‘Dan’ Flower Farm..................................................... 2................................................... www.danziger.co.il Deliflor...............................................................................................26.........................................................www.defliflor.nl Eurofleurs Elbers........................................................................... 6...................................................www.eurofleurs.de Fiera Valencia (Iberflora 2013)..............................................24.....................www.iberflora.feriavalencia.com Fleuroselect....................................................................................29.......................................... www.fleuroselect.com FloraHolland................................................................................... 3.......................................... www.floraholland.com Florasearch Inc..............................................................................33............................................www.florasearch.com Floricultura B.V..............................................................................10............................................www.floricultura.com Flowers & Cents ...........................................................................33..................................www.flowersandcents.org Henderson Brown Recruitment..........................................10..........................................www.hendbrown.com

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India Update ‘India update’ will bring to you the latest happenings in Indian flower world. Your feedback & interaction will guide us to design the content on this page.

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If you communicate, one of our team members can also visit your location to cover the event or development. Let us share knowledge and grow together.

Please write to us at floraculture@kisan.com Soon we will offer an online interface where you can share your content. Stay connected.

Given the rupee fall, Floriculture of Northeast India facing heat over rising cost of imported planting materials

Flower Power

September 1,

August 23,

Kochi: Step out of Sanil KMP’s home

Guwahati: With free fall of Rupee

in Perumbavoor

against dollar continuing, floriculturist and you step into a happy profusion of Northeast India is feeling pangs as of flowers and foliage. At his Ecofarms the import bill has increased by

floriculture venture, bright red

whooping 20 per cent.

heliconias hang overhead amid teak

Floriculture which is fast emerging

and

as vibrant sector in bio diversity hot

mahogany trees. From beneath rise

spot of Northeast India is heavily

wide leaves of alpinias, slender shoots

dependent on imported planting

of

materials. Plants, plastic sheets for

bamboo and bright pink flowers of

green houses are imported from

torch ginger. Beside, under gentle

outside the country. Rajesh Prasad,

shade, sit

Managing Director of Zopar group

pretty anthuriums and potted orchids

which deals in flower said, "Our

in neat rows, some with white petals,

import bill has increased by 20 per

others more wild and exotic in yellow

cent. We generally import to the tune

and purple.

of Rs 2 crore annually."

Read more

Read more

Source: The Hindu

Source: The Economic Times

Naga fresh flowers earn prestigious name among floriculture world August 25,

Kohima: The quality of flowers in Nagaland is of international standard and Naga fresh flowers are well-known and prestigious among the floriculture world today, according to the horticulture department.

Commercial cultivation of flowers has been flourishing, opening a huge prospect for state to emerge as a major producer of fresh cut flowers, according to the annual administrative report of the horticulture department.

Read more Source: The Morung Express

Flowers bloom in pollution belt

August 30,

Jharsuguda: He proved the adage, nothing is impossible, by growing flowers over three acres when farmers of the district are shying away from cultivating their land with pollutants from industries, rendering them useless.

The thought of giving back to the nature prompted transport company owner Ajay Poddar to plant saplings in his farm, about two months ago.

Read more Source: The Times of India