FCI February 2022

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FEBRUARY 2022

T R E N D S FO R E C A S T

The plant lifestyles set to take over 2022 N O R D I C F LO W E R M A R K E T

Steady recovery despite the pandemic HOUSEPL ANTS

American buying study gives sector confidence

GREEN LIGHT FOR VALENTINE’S DAY This year, for the ornamental sector, green means harmony

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F R O M T H E E D I TO R Ron van der Ploeg

HAPPY VALENTINE’S DAY As 2022 gets underway, few industry experts could have predicted the events of the last two years, and even fewer are willing to make claims about what the remainder of the decade might look like from a horticultural perspective.

While it might be tricky to make specific sector predictions, we believe it is possible to identify some industry trends relating to price and consumer purchasing. Lifestyle changes brought on by the pandemic – including the collective switch to working from home and the consequent desire to spend more time in our “garden rooms” – are driving this year’s key indoor and outdoor trends, according to experts speaking at a global webinar held in December 2021 and organised by Israel-based plant breeder and propagator Danziger (page 12).

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Revealing multiple opportunities for the industry, an American consumer houseplant purchasing study, coordinated by the country’s Floral Marketing Fund, has shown that houseplants make people happier. Houseplant sales in the US have increased in each of the survey’s ten categories, with consumers generally willing to pay a premium for a quality houseplant (page 28).

Dr Charlie Hall of Texas A&M University reflected: “During the midst of this pandemic, the elasticity of demand was such that people were willing to pay higher prices – that’s good news.”

In the 1990s, tropical foliage plants business was paralysed by an overwhelming trend to categorise cacti, Yucca, Ficus, Philodendron and Monstera as traditional plants, genera which have now emerged as a hot trend and a lifeline in the pandemic. A psychological expert will tell you that in a world where many things seem to lack control, consumers delight in having a living plant in front of them that they can influence and nurture. Marketing gurus will point to social media, particularly Instagram, driving the houseplant’s popularity. Meanwhile, in the early pandemic, growers ploughed their crops back into the soil, actions which continue to cause supply restraints.

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A similar thing is happening in cut flowers where we see strong demand for Chrysanthemum, Freesia and carnations; something is comforting in old-fashioned flora. No one knows precisely why now, but with something old becomes something new again.

In the run-up to the industry’s most crucial floral holiday, Valentine’s Day, market analysts Jaap Kras and William Armellini note that carnation prices in the USA and Europe are sky-high, heralding the revival of the once-mighty carnation.

With Valentine’s Day only two weeks away, the prices for flowers are strong. Roses are expensive (Dutch roses €1,20 for length 7), tulips sell between 25 to 27 cents, while import carnations (Italy-Colombia) yield around 26 to 29 cents, with red carnations scoring even higher prices.

Perhaps the current prices are high because farmers store their flowers in their coolers, expecting higher prices for Valentine’s day. In January, Royal FloraHolland reported average prices in 2021 being 20 per cent higher than the year before.

Happy Valentine’s Day.

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

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FEBRUARY 2022 VOLUME 32 NUMBER 2

CONTENT

COVER STORY 23

VALENTINE’S DAY 2022 Industry veteran Jaap Kras comments on the 2022 Valentine trade and past trends.

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VALENTINE’S DAY 2022 International Fresh Produce Association publishes its forecast

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FEATURES 12

TRENDS FORECAST The ornamental indoor and lifestyle trends set to take over 2022

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STATISTICS AIPH in association with Union Fleurs announces the 69th edition of the International Statistics – Flowers and Plants 2021

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CHRYSANTHEMUM Customised Chrysanths brought to you by Floritec

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NORDIC FLOWER MARKET Steady recovery despite pandemic

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HOUSEPLANTS The American Floral Marketing Fund’s purchasing study reveals multiple opportunities for the industry

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VOICES 04 07 24

FROM THE EDITOR BREXIT: AN ONGOING CONCERN TRADE IS LOOKING ROSY FOR VALENTINE’S DAY?

IN EVERY ISSUE 06 08 20 30

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WORLD NEWS VIS A VIS THE GREEN CITY POST SAVE THE DATE

FloraCulture International (FCI) is an independent trade magazine with the largest circulation for a world publication of its kind. FCI is published for the ornamental horticulture industry by the International Association of Horticultural Producers (AIPH). It is published 11 times per year worldwide.

Editorial Team: Rachel Anderson, Eugene Gerden, Bruce Harnett, Jaap Kras, Matthijs Mesken, Ron van der Ploeg, Dr Audrey Timm, Rachel Wakefield, Alistair Yeomans and Lauren Yu. Contact: info@floracultureinternational. com. Address: FloraCulture International, Horticulture House, Chilton, Didcot, Oxfordshire, OX11 0RN, United Kingdom. Editor: Ron van der Ploeg, ron@floracultureinternational.com Worldwide Advertising Office: Angie Duffree, angie@floracultureinternational.com T. +31 6 403 277 35. Magazine designer: Rachel Wakefield. Cover image: Adobe Stock.AIPH ©2022 FloraCulture International magazine. All rights reserved. Publisher is not liable for the content of the advertisements. Photographs by permission of copyright owners.

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WORLD NEWS

NETHERL ANDS

RFH reports a turnover of €5.6 billion in flower and plant sales

RUSSIA

Dutch Chrysanthemums take centre stage in St Petersburg St Petersburg is arguably one of Russia’s best wedding destinations. Wedding ceremonies are unthinkable without flowers. No wonder Dutch Chrysanthemums occupied pride of place at St Petersburg’s inaugural bridal show Wedding Guide Expo.

Russia’s ‘Second City’ is one of the world’s most beautiful cities with a striking imperial style.

Think Baroque and Neoclassical architecture and hundreds of bridges crossing the river Neva.

Built by Peter the Great 319 years ago, the Gulf of Finland city attracts couples who want to say “I do” in grand style.

The former capital of the tsars and tsarinas was the venue of choice of the inaugural edition of Wedding Guide Expo, Russia’s new luxury bridal expo, held at hotel Azimut on 22 January 2022.

Dutch Chrysanthemums helped to set the mood of celebration.

They added colour, joy, romance and glamour to the many bridal bouquets, boutonnières, and floral centrepieces, created by a talented team of Russian floral designers.

Chrysanthemums in a rainbow of colours, shapes and textures inspired brides and grooms to be.

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

More than 2,000 flowers sent with love from Dutch Chrysanthemum breeders and growers, reinforced the bloom’s image as the top wedding flower.

Dutch Chrysanthemums have proven popular with Russian consumers for many years and are available everywhere, from metro kiosks, flower stalls, grocery stores and florist shops.

Russians tend to see them as an everyday flower, somewhat unimaginative and mainstream.

To turn the tide of unpopular opinion, Dutch Chrysanthemum professionals united under the flag of Chryson.

This group regularly teams up with the cream of Russia’s floral artists to change the Chrysanthemum image.

Chryson is a co-operation of Chrysanthemum breeders and propagators (Armada, Deliflor, Dekker Chrysanten, Dümmen Orange, Floritec and Royal Van Zanten).

Chryson and its JustChrys

campaign use practical know-how, market research and innovative thinking.

Their projects cover all aspects of marketing, including product photography, floral arrangements, advertising and point of sales, to present the new image of the Chrysanthemum.

For more information, visit: www.justchrys.com The Chrysanthemum event at Wedding Guide Expo is the brainchild of Natasja Mironova, owner of marketing agency Sobolj who runs the successful Russian floral trend platform www.flowerexperience.eu Sobolj/Flowerexperience prepared an event video on this link HERE.

Dutch auction house Royal FloraHolland reports a turnover of €5.6 billion in flower and plant sales for 2021, an increase of 800 million over the pre-Covid-19 record year of 2019.

More than 14.1 billion plants and flowers changed hands in 2021 at Royal FloraHolland’s four marketplaces: Aalsmeer, Naaldwijk, Rijnsburg and Eelde.

In 2019, supply volumes were 12.3 billion with a turnover of €4.8 billion. In 2020, the auction reported 4.7 billion in flower and plant sales in the first year of the pandemic, with supply volumes amounting to 11.4 billion.Turnover increased thanks to 20 per cent higher median prices for plants and flowers compared to 2019.

Turnover increased across all categories: cut flowers, potted plants, and garden plants.

Operating profit amounted to €5.6 million thanks to lower expenses. This calculation reflects the annual report 2019 published on 23 April 2020.

In 2021, the share of sales through the auction’s digital platform was more than 1 billion.

Royal FloraHolland is a cooperative with 5,406 suppliers and 2,458 customers.

VO I C ES

GERMANY

In pandemic times, Germans embrace flowers and plants Recent Co Concept research commissioned by IPM ESSEN uncovers that 2021 was another very strong year for flowers and plant sales in Germany.

After many years of stagnation, the German market volume in 2020 was €9.4 billion; at the time, this was a record high, then last year, this figure was surpassed.

However, it remains to be seen whether the German demand for flowers and plants brought about by the pandemic will continue to grow or whether it will prove to be merely a one-off effect. There is a lot of evidence to suggest that flowers and plants will be a crucial quality of life factor in the future.

At the pandemic’s beginning, it was impossible to anticipate the coronavirus protection measures’ positive effects on the horticulture sector. As sentiment swayed between hope and fear, there was a great deal of uncertainty as to whether the sales channels for “living” horticultural products would even be open. On the other hand, whether the consumers would want to spend money on flowers and plants during such financially uncertain times or decrease their willingness to spend.

Nearly two years on, the conclusion is that aside from Germany’s first lockdown, the seasonal selling times for green products went out the window, as green products and flowers established themselves as symbols of normality and a pleasant environment. Because consumers had fewer opportunities to spend money on travelling, eating out and cars, they increasingly focused on their own homes and gardens in recent times.

According to market analyst Agrarmarkt Information Company (AMI), consumer spending

increased significantly in 2020.

There were unprecedented growth levels between 2019 – i.e. before the pandemic – and 2020, with a rate of growth of 5.1 per cent. 2021 saw a nine per cent increase in the market volume compared to the previous year. Per-capita expenditure for flowers and plants increased from €108 in 2019 to €113 in 2020 and €124 in 2021.

In 2020, the sharp rise in novice gardeners boosted growth across the various segments. Experts estimate that the number of customers in the specialist retail sector increased by between 10 and 20 per cent. Together with the existing customer base, the influx of first-time customers resulted in increased spending in the various segments. In 2020, consumers in each segment spent one euro more per capita on perennials, deciduous shrubs, green houseplants, bedding plants and balcony plants than they did the previous year. According to industry experts, there has been a general increase in shopping on the whole. When translated to around 83.2 million German citizens, this represents a guaranteed increase in market volume. 2021 also showed that customers in the horticultural retail sector are willing to pay slightly more for plants. An analysis of 2021 till receipts shows that customers spent up to 20 per cent more per purchase than in 2020. According to experts, the average purchase amount per receipt increased by 10 per cent.

However, 2020 was a peak year for customer numbers, which meant no significant increase in 2021.

TWO YEARS ON... BREXIT IS AN ONGOING CONCERN Bruce Harnett is Managing Director of Kernock Park Plants, Cornwall - a grower and distributor of young ornamental plants. Kernock offers a wide range comprising over 1,200 different varieties of seasonal and perennial plants. Kernock is the UK headquarters of Proven Winners. In 2020, Harnett wrote a column about the uncertainty of Brexit and how this would impact our sector. At the time, he expressed his “feelings of dread that we might not understand the true situation until the eleventh hour”. Two years on, we ask Harnett how he feels about the new requirements post Brexit.

The challenges of importing and exporting into and from the UK continue. Some shipments will almost certainly be delayed following the next phase of implementing customs inspections. Importers are simply not aware of the paperwork required, and when elements are missed or misinterpreted, it can cause excessive administration and delay.

The migration over to Import of Products, Animals, Food and Feed System (IPAFFS) from the Procedure for Electronic Application for Certificates from the Horticultural Marketing Inspectorate (PEACH) should be manageable.

We hope we will have some benefits to the new system.

However, the more significant concern is the change to the border operating model for July 2022. The suggestion that 100% propagation material will be inspected from that point at the border control posts or control points is simply unimaginable. The magnitude of the task is not workable. Consider the hundreds of artic loads with mixed consignments of plants alone that enter the UK every day with many exporters destined for multiple importers and a wide variety of commodities. Some items need inspections that are not accessible without unloading the whole lorry.

Unloading, inspection and re-loading will not be acceptable for the hauliers, and there are simply not enough hours in the day to consider this approach. I have written to our plant health, and I understand that they are considering the facts.

For more than a year, I have urged them to physically run through the intended process for a few days at a border control post in spring, even just to grasp the scale of the task before implementation in July. I would be very interested to know if they still believe that this is possible without causing untenable delays that will cause chaos and unthinkable loss to the industry.

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V I S -A-V I S

The Lynch Group’s mission: creating a brand to revolutionise China’s floral industry.

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

V I S -A-V I S

How international wholesaler Lynch Group is reaching ‘smart local retailers’ The Lynch Group is a third-generation, vertically integrated wholesaler of cut flowers and potted plants for the Australian and Chinese floral markets. In an exclusive interview, the company’s CEO Hugh Toll and Chief Scientist Scott Salter talk to FCI about the floral mass market in China today and the current state of

AUTHOR: L AUREN YU. PHOTOS: LYNCH GROUP

ornamental horticulture Down Under.

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s a leading player in supermarket floral at home and in China, the Lynch Group business incorporates growing, iwholesale, and retail. In April 2021, the Lynch Group started trading on the Australian Stock Exchange (ASX). Then came the horticultural headline acquisition news that the Lynch Group had acquired the Kunming-based flower farm from long-term business partner Van den Berg Roses.

FCI: How did you start to trade in China?

Lynch Group: (Left) CEO, Hugh Toll; (Right) Chief Scientist, Scott Salter.

Scott Salter: “In 2004, we were developing our import programme, looking for different markets and products. Then, our senior director Mr John Khalil discovered the large potential of the growing areas in Yunnan province, in the south of China. After, we saw how this area boasts perfect growing conditions for flowers in the volumes and quality that fits our business. From there, we started looking for supplying growers, and we sought the possibility of building a processing facility from which to ship the product to Australia.”

Hugh Toll: “Setting up a business network of suppliers in China was an exciting first step, followed by the introduction of our first flower farm in 2012, to which we added another farm in 2017. These flower nurseries

enabled us to grow varieties that enjoy strong demand on the Australian market, but also help us to develop the industry in China.”

FCI: What is the strategy behind the acquisition of Van Den Berg Roses’s operation in China?

Scott Salter: “Once we had established our business in China, we focused on securing supply, but also on long-term opportunities in the consumer market. Arie van den Berg and Nic Pannekeet built their first greenhouses in Kunming in 2007, gradually expanding their business to 35ha. It seemed similar to what we were doing, except they focused on the domestic market. We have been partners in business for a long time,

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V I S -A-V I S

a relationship that culminated in acquiring their business in 2021. We obviously want to use economies of scale. The acquisition of Van den Berg Roses China means that we can accelerate our push into the local market in China. The goal is to combine our strengths in production, sales and marketing. Our flower farms in China serve as a platform to Australia as well as to further develop the Chinese consumer market for flowers.”

FCI: The markets in China and Australia are completely different.

How can you use your experience in Australia’s floral mass market to take your China branch to the next level?

The Lynch Group is active across Yunnan province.

to push more towards what we do in Australia by developing product ranges working with customers to underpin further development back at the farm. We continue developing the customer side of the business to become an important partner to the retailers in China. Our mission is to provide consumers with an unforgettable floral experience and develop strong partnerships with our B2B customers. In working with retail customers, knowledge on mass floral and capabilities will grow stronger.”

Hugh Toll: “There are strong parallels and significant differences. If you start at a very high level, the top five varieties sold in China are similar to the top five sold in Australia.

However, the flowers’ journey to the Chinese end consumer is very different. So are the modes of transport, the layers of wholesaling, and crop times. On the consumer side, how people buy and what colour they prefer is different. Online flower delivery service is also much more developed in China than in Australia.”

FCI: Would you say China’s floral mass market is still in its infancy?

FCI: What is needed to professionalise the Chinese market further?

Scott Salter: “China is one of the most competitive marketplaces worldwide.

I reckon economies of scale is a prerequisite to compete. We are currently developing different market segments, servicing traditional wholesale and direct sales. We also started supplying supermarkets online and offline. We’re starting

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The Kunming branch also grows tulips.

FLORACULTURE INTERNATIONAL FEBRUARY 2022

Hugh Toll: “China’s retail channels are sophisticated, and retailers are very smart. There are plenty of products available, but the question is how to get your flowers into the supply chain reliably, in the right quality and volumes. And that’s been a challenge.

But larger growers like us are emerging, offering the right amounts and a quality product that is stable and uniform. I would not say the floral mass market in China is in its early stages, but retailers now understand the many opportunities in this segment.

We want to provide the retailer with a competitive range that offers a solution to the customer and be a partner that can be relied upon.

We help them with display and merchandising to give them in-store support if it’s an offline retailer.

Always bearing in mind that how the product gets to the consumer in China is different. They are much more advanced on grocery deliveries.”

FCI: How do the younger generations in China perceive flowers and plants and tell us more about their purchasing power, taste, and potential?

Scott Salter:“Until recently, we’ve attended almost all editions of IPM in Shanghai and Beijing. The younger generation tells us they marvel at the beauty of flowers. Particularly in the last decade, the industry’s demand has been transformed. Ten years ago, there was a lot more government buying and more buying for events and ceremonies. Interestingly the demand profile for fresh flowers has changed with younger generations driving self purchases. There’s a natural desire for the beauty of flowers and plants in homes and offices and to offer as a gift.”

Greenhouse production Amaryllis.

V I S -A-V I S

Hugh Toll: “It partially boils down to changing demographics. The most recent generation or two have more disposable income than wants and can buy flowers. Chinese culture teaches people to appreciate beautiful things already from a young age, so the child is catching up.”

FCI: Allow us to touch also on the Lynch Group’s core business in Australia. Do you feel Covid-19 has fuelled the demand for Australian grown flowers and plants?

Scott Salter: “From an Australian perspective, local for local is extremely important. There have been times when pricing was pretty good, but also tough times. When we went into our first lockdown, local flower and plant nurseries suffered a huge blow. However, currently, they are doing better than average.

Whether that encourages more volume into the market, I think it’ll take a bit more time and see. It also means there is an opportunity for new players to be growing new and exciting varieties that are not necessarily seen in the marketplace.

To date, demand exceeds supply. And this is why imports are so important for us, so we can constantly meet and exceed the expectations of our customers and consumers.”

FCI: Is that also something you see among the Australian younger generations?

Hugh Toll:“I cannot speak for the younger people. But there is definitely a difference between age groups, by virtue of the fact that we’re probably a bit more mature and have been around for a lot longer. In Australia, the challenges and opportunities are in the mass market, and we invest time and effort in ensuring our offer is always innovative, enticing and engaging. Important questions to ask ourselves include: How do people view

LYNCH GROUP: THE ESSENTIALS • Founded in 1915 • Core business: wholesale of fresh-cut flowers and potted plants plus production of ornamentals • Number of wholly owned and operated flower farms: seven, of which four are in China and three in Australia • The total size of flower farms in China in hectares: 61ha under production in FY21, confirmed 18ha expansion in FY22, 101ha potentially available.

• Annual turnover: AUD $331 million for FY21 • Number of employees: c. 1,400 direct employees • Value of Lynch Group on the stock market: publically available information • Lynch’s wholly-owned and operated farms grow Amaryllis, Aster, Banksia, Eucalyptus, Dianthus ‘Green Trick’, Geraldton waxflower, Gerbera, Gypsophila, Hypericum, roses, tulips, Viburnum carnations, and a large diversity of seasonal crops and a vast number of species and varieties of potted plants.

Flowers on arrival in Sydney.

supermarket floral? Are supermarkets their venue of choice for all things floral?

Overall, Australia boasts a wellestablished flower buying pattern in flowers for weddings, funerals, and anniversaries.”

FCI: How do you deal with Plant Breeders’ Rights (PBR) in China?

Scott Salter: “When I first travelled to China, I spotted many old varieties on the market, with some cultivars being as old as 30 years. Over time, newer varieties debuted. Breeders from the Netherlands and other parts of the world, including China itself, are very active in China introducing cool new varieties to the Chinese consumer. When we talk about improved quality, we are not only talking about cold chain and growing systems but also about plant genetics.

The Lynch Group recognises the hard work which goes into flower and plant breeding and looks for long term relationships with the breeder.

We think of ourselves as a very stable base. So the point now is that we are agents representing breeders in China to help them develop, commercialise, and represent plant variety protection in the Chinese market. The Chinese government deserves credit for taking PBR very seriously. There is a lot of debate and policy architecture around how plant varieties in China are protected. I think we’ve got the right level of awareness and action now. Our work focuses on developing relationships with breeders and talking to the Chinese authorities about the best way to protect PBR.”

FCI: It is incredibly costly to produce flowers in Australia, am I right?

Lufeng flower farm.

Hugh Toll: “It’s a combination of facts. Many local growers are on land reasonably close to the major metropolitan centres. As you may read, the land price in Australia is at record levels. So the land values, the cost of building greenhouse infrastructure, input costs of energy, laws and many more make it an expensive occupation.

Part of the local discussion encourages the next generation of growers. Because we have been a company in the market for more than 100 years, we see it as our responsibility to understand what keeps growers busy and cooperate with them. Also, we try to encourage new growers to come into the market continuously, and it is a challenge for us.”

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T R E N D S F O R E CA ST

The indoor and lifestyle trends set to take over 2022 Trends set to take centre stage this year include statement plants,

AUTHOR: RACHEL ANDERSON PHOTOS: GRIFFIOEN, RON VAN DER PLOEG

landscapes “with purpose,” and colours that reflect our world.

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ifestyle changes brought on by the pandemic – including the collective switch to working from home and the consequent desire to spend more time in our “garden rooms” – are driving this year’s key indoor and outdoor trends, according to experts speaking at a global webinar held in December 2021 and organised

by Israel-based plant breeder and propagator Danziger.

OUTDOOR SPACES The current indoor and outdoor lifestyle trends have developed during a time when “landscape has come to the forefront.” Phil Steinhauer, CEO and landscape architect at Designscapes, Colorado (USA), made this statement. He

Another trend is houseplants with patterned foliage, such as Streptocarpus, Calathea or Alocasia.

Consumers are putting them into simple, non-patterned planters so that the plant can be the star of the show.

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

revealed that the company received a record number of calls last year (2021) due to gardening’s explosion in popularity – with 16 million people taking up gardening in the US in 2020, for example. “I think that’s partly because people are realising the health benefits, both mental and physical, that landscape can provide. And I also think they are looking at it as an investment in their property,” said Steinhauer.

The landscape architect noted that his customers have been looking for “gardens with purpose,” for example, outdoor rooms in which families can cook, play games, and/ or utilise as an office. “People are looking to use every square inch of their backyards. They are much more deliberate about how they are using that [outdoor] space than they were ten years ago,” he noted – adding that swimming pools are becoming very popular. “With people travelling less, they are building [holiday] resorts in their backyards.”

Steinhauer also informed the webinar attendees that he, as a landscape architect, is working ever-more closely with other professionals such as interior designers and landscapers to ensure that an outdoor space corresponds with a property’s interior space and vice versa.

Steinhauer described landscape architecture and design as visual art – and planting design is the canvas on which he works. With these analogies in mind, plants continue

The Communities of Change colour story incorporates colours such as grey-beige, lilac, several shades of green, and cream.

T R E N D S F O R E CA ST

to play an important role in providing a garden’s colour, texture, and shape. Planting trends, therefore, include lots of colours and a wish for bigger trees as people “want that instant gratification,” explained Steinhauer.

Generally, customers are requesting gardens that are easy to care for and yet, interestingly, they are willing to put their time and effort into vegetables plots and orchards. “From patios to rooftop gardens, almost every job I go on now I am putting in a vegetable garden. I have probably seen a 50 per cent growth in that [area].”

Heirloom and unusual vegetable (and fruit) varieties are in demand, added Steinhauer, as are cane and bush fruits (like raspberries and blueberries) and fruit trees – which appear to be so popular that nurseries are usually sold out of them by mid-season.

HOUSEPLANTS Plant stylist Maryah Greene, the founder of Greene Piece based in New York City (USA), also noted that fruit trees are popular amongst her clients – so much so that she has a waiting list for these types of trees.

She also discussed some of the planting trends inside the home, noting that hanging plants – namely, “anything long and trailing” – are trendy, with trailing ivy and heartleaf philodendrons being examples of hanging plants; that “people love right now.”

Houseplants with patterned foliage, such as calathea or alocasia, are another trend as consumers are putting them into simple, non-patterned planters so that the plant “can be the star of the show.”

Moreover, large plants have become “a piece of architecture” in the home, with Monstera deliciosa (Swiss cheese plant) being Greene’s most commonly asked-for plant last year.

Greene also informed delegates that people are falling into two “camps” – those opting for large statement plants and those who like to buy multiple, smaller plants with which they create their own “mini jungles.”

She added that houseplant owners are increasingly implementing plant watering (and overall plant care) schedules as they are now more aware that different plant varieties have

Large tropical indoor plants have become “a piece of architecture” in the home, with Monstera deliciosa (Swiss cheese plant) being Greene’s most commonly asked-for plant last year.

different needs.

The plant stylist advised those who sell and grow houseplants to display them based on their needs (such as how often they need watering) or their style by grouping long, vining plants together. Greene also noted that planters that are a few inches larger than the plant’s pot are ideal because the pot will likely be replaced in future as and when the plant grows.

COLOURS Peggy Van Allen, president of Color Marketing Group, discussed some of the colours in the group’s world colour forecast for 2022. The forecast, she explained, considers global and regional politics, economies, and human behaviours to develop colour “stories.”

One of the prominent colour stories for this year is named Communities of Change. The colour anthropologist and designer explained: “As a consequence of the pandemic, we turned to our local communities for supplies, support and inspiration.”

During the Covid-19 crisis, she added that we learned to stay connected through both our local and digital communities. Therefore, communities of Change epitomises this duality – “the kind, gentle colours that represent the geographical community, the local markets, human support… and then the more saturated, tech-influenced colours.”

This story incorporated colours such as yellow, grey-beige, lilac, several shades of green, and cream colour.

Arguably, this group of colours would sit comfortably amongst a group of houseplants or within an outdoor planting scheme.

And so, as it enters 2022 and continues to help bring more colour to the world, the Danziger webinar provided the global horticulture industry with much food for thought.

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T R A D I N G STAT I ST I C S

INSTANT ACCESS TO INTERNATIONAL STATISTICS The International Association of Horticultural Producers (AIPH) in association with Union Fleurs, the International Flower Trade Association, announces the 69th edition of the International Statistics – Flowers and Plants 2021.

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he International Statistics Flowers and Plants Yearbook has the most comprehensive collection of production and trade data for the ornamental plants and flower industry. It is now available to purchase and instantly download from the AIPH’s Intelligence Centre.

This annual publication is invaluable to trade organisations, policymakers, marketeers, producers, traders, libraries, and universities. In its 69th year, the contents are the result of extensive research and data compiled by the Centre for Business Management in Horticulture and Applied Research, Leibniz University Hanover, Germany.

The Statistics Yearbook provides production data for over 40 countries, detailed country breakdowns, product comparisons, market data and prices and global import and export data. This edition also features additional survey responses about the effects of the Covid-19 pandemic.

The 2021 Yearbook is published as a pdf document and features 226 pages of illustrations, tables, diagrams and maps of key production data.

NEW DATA CONTAINED IN THE 2021 STATISTICS YEARBOOK INCLUDES:

• Online survey with results from 12 countries and

the effects on production and trade of the Covid-19 pandemic.

• New figures for per capita consumption for Austria, Belgium, Denmark, France, Germany, Italy, Switzerland, Spain, UK, Japan and the USA. • New figures on area and production and additional updated summary information for 38 countries • Overview trade tables for import and export of cut flowers, live plants etc., cuttings and slips, bulbs and tubers and cut foliage • Summary of sales and marketing of top-selling cut flowers and pot plants for wholesale markets.

• New trade tables with figures for the following countries: Kenya, Ecuador, Colombia, Ethiopia, Israel, Uganda, Thailand, Zambia, South Africa, Turkey, Tanzania.

• New external trade maps showing the most important producing countries of cut flowers and the most important exporters and importers of cut flowers.

INSTANT, SECURE PURCHASING The 2021 Yearbook can be purchased online from AIPH for €195 (+ VAT if applicable).

For more information and to view sample pages, including the contents pages, visit www.aiph.org/ giic/international-statistical-yearbook/.

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C U T F LOW E R S

Perfectly customised Chrysants Rossi is one of Floritec’s established Santini brands.

Floritec has quickly made a name in the floral industry by breeding durable, disease and pest resistant,

AUTHOR: RON VAN DER PLOEG. PHOTOS: FLORITEC, RON VAN DER PLOEG AND SPAIS FIORI

high yielding Chrysanthemum varieties that require small inputs but make a big impression.

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F

loritec’s rapid rise to prominence in fewer than fifteen years is truly remarkable. It came from a relatively unknown Chrysanthemum breeder to a tried and trusted supplier of established brands such as Calimero, Rossi and Ellison Santinis and Da Vinci pot mums and achieved customers worldwide.

The modern Chrysanthemum occupies an outstanding number two position among the world’s top three of most traded and grown cut flowers.

In 2020, there was about 320,034ha under glasshouses or in the open dedicated to Chrysanthemums. In that same year, the value of global Chrysanthemum trade amounted to €255 million, according to AIPH International Statistics Flowers&Plants 2021.

At Royal FloraHolland, the world’s largest flower hub, the number of supplied Chrysanthemum stems in 2021 was 810 million spray Chrysanthemums, 337 million Santinis, and 131 million disbuds.

The stability of sales, the market size and security was impulse enough for Floritec to

FLORACULTURE INTERNATIONAL FEBRUARY 2022

Picture-perfect: Chrysanthemum ‘Lentini’. tackle the sophisticated world of Chrysanthemums, which by no means was unknown. Each of the original four founding partners within Floritec had a vast knowledge base and experience in Chrysanthemum breeding. An excellent combination of youth, experience, team spirit, and passion helped the newcomer quickly gain ground over its competitors.

FLAT MANAGEMENT STRUCTURE From the onset, Floritec opted for a

flat management structure; the lines of communication are short, making the firm responsive to change and decision-making quicker.

The business model reflects the company’s mission values which read as follows “…providing the world’s happiness through an array of beautiful flowers and pot plants.

Our varieties grow under a wide range of climatic conditions with the least possible chemical use, thus contributing to more sustainable production. We want our flowers and plants to inspire people of all generations, to value and preserve the beauty of nature.”

Floritec’s rebranding effort from last summer puts people first. It ensures that the company stays fresh whilst keeping its core values at heart.

The design incorporates breeding expertise, propagation, markets, reliability, and good customer service.

The new logo combines a human figure to connect with Floritec and its customers worldwide. At the same time, a test tube symbolises high tech plant breeding and a constant flow of innovative products – including product diversifying pot aster and pot celosia - as a basis for the company’s ongoing success.

C U T F LO W E R S

STANDING OUT FROM THE CROWD Floritec isn’t the only one breeding Chrysanthemums, so they do a number of things to differentiate themselves in the marketplace.

The Floritec headquarters is in Woubrugge. It does not include the usual glasshouse facilities and test greenhouses to manage numerous genetic material lines to produce marketable varieties.

Floritec boss Jeroen Ravensbergen elaborates, “Modern plant breeding is research, time and capital intensive. As a result, the barriers to entry are also high.

When we started our company, the competition was fierce, with competitors having more resources and more established names.

Our pockets were insufficient to invest in extensive research and testing facilities. So, the company decided to conduct plant breeding programmes in situ – that is inside the grower’s greenhouses across the world.”

The obstacle Floritec faced early on ended up helping the company build its customer base and positive reputation. Ravensbergen says, “Without this adversity, essential elements like standing out and establishing industry expertise would have been much harder to achieve.”

Floritec’s unique business

approach led to perfectly customised Chrysanthemums, including genetic improvements such as yield gain, disease resistance, shelf life, eye appeal and climate resilience. Each variety results from the intensive collaboration between Floritec’s breeders and growers, identifying the flowers’ traits as desirable for growers, traders, retailers, and end consumers alike.

CHRYSANTHEMUMS ARE EVERYWHERE There is no better timing for custom made Chrysanthemums. After years of alleged ‘anti-Chrysanthemumism’, the golden flower’s popularity is currently rising again with shoppers.

Research shows that the younger generation appreciates the Chrysanthemum’s versatility and long shelf life.

Undoubtedly, the Covid-19 pandemic has had a huge impact: the pandemic’s beginning saw the closure of garden centres and flower shops, causing a dramatic drop in demand and millions of binned flowers.

The story is very different now, with Chrysanthemums everywhere, from luxury fashion to the high street.

Commenting on the state of the Chrysanthemum trade nearly two years after the first cases of Covid 19, Ravensbergen says, “The Omicron variant impacted people’s decision to travel, especially because as new

travel restrictions were once again put in place. As a result, they spend more time at home and buy more flowers.”

People’s relationship with all things nature has emerged as one of the sources of pleasure during lockdowns.

GenX and Millenials are more likely to purchase flowers than in the pre-Corona era. Often, they settle for seeking out the latest trending products that are distinct and cool. As such, it is no surprise that across all Chrysanthemum categories, Floritec’s cheery Santinis and artisan disbuds are perfectly on-trend.

GOING GLOBAL Floritec works with high-quality Chrysanthemum growers worldwide to bring them the very best new flowers on the market, together with tried and tested more established varieties.

Whether these are Colombian growers serving the USA big box stores, specialist growers in Poland or Japan, or retail growers in the Netherlands, the breeding company says it can meet the divergent customer requirements from different growers.

In Poland, for example, growers revel in Santinis, in particular in Floritec’s Calimero Santinis. This series provides them with new levels of crop security. Currently, Calimeros (belonging to the pompom type) are available in nine colours, all of which transport well and stand out for their

Pretty in pink: Chrysanthemum ‘Maipo’.

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C U T F LOW E R S

optimum vigour and consistent yield.

Feedback from Poland’s 2019 Chrysanthemum Open Days learnt that Floritec is quickly gaining market share in its pot mum segment too. Popular varieties are double decorative flowers with ‘Da Vinci Orange’, ‘Dynamic’, ‘Serene White’, ‘Serene Yellow’, ‘Cozy’, ‘Coldplay’, and ‘Mixed Dream Pink’. It is safe to say that Floritec’s Da Vinci series currently ranks among the bestselling Chrysanthemum genetics in Poland.

Its top-selling Santini Ellison series is available in seven (pastel) colours and featuring multi-petalled pompoms.

Santini Rossi is the name of another favourite Santini series with Polish growers. The series includes single type blooms with a flat centre and radiating rows of petals.

SPAIS FIORI SICILY Alongside Poland, Japan, the Netherlands, and Colombia, Italy is also a hotspot for Chrysanthemum production. Michele Alfano from Sicily-based Spais Fiori takes great joy and pride in growing 15 Floritec cultivars.

In Acate, neighbouring Italy’s largest Chrysanthemum producer Mediterranea, his company grows between 14-15 million stems per year under 13ha of poly-roofed greenhouses.

The Alfano family is from Pompei, near Napels. In this family, the floral trade and production are important; Michele’s father Giovanni has run several cut Chrysanthemum nurseries, while his uncle runs a floral wholesale business.

Michele is deeply attached to both his place of birth and the Isola del Sole (island of the sun), which became his

second homeland. Chrysanthemum remains Spais Fioiri’s core product.

Yet, today they have expanded their business to include Statice, Lisianthus, Lilium (asiatics and longiflorums), Dianthus barbatus, and Callistephus chinensis Gypsophila also comprise a portion of their business.

Social changes and consumer behaviour developments motivate Spais Fiori towards product diversification. Michele explains, “You are absolutely right that in predominantly Catholic Southern Italy, Chrysanthemums will mainly go to cemeteries. However, it is important to factor in that the tradition of decorating the graves with Chrysanthemum is slowly dying out with the younger generations. This development forces us to develop new sales strategies and markets.”

Spais Fiori’s primary customer base remains wholesalers and smaller vendors. Their most vital customer base is in Sicily, but buyers come from as far away as Calabria, Campania, Lazio and Tuscany.

ON THE SAME PAGE Michele took his early education at Wageningen Horticultural University in the Netherlands, and it was there that he forged many business relationships.

He notes significant differences among work-related values between Italy and the Netherlands but feels that he and Floritec have been on the same page since they first met 11 years ago.

He comments, “Their breeding programme is simple, but extremely intelligent, and develops improved varieties to meet the specific needs of

(Above) Spais Fiori, Siciliy. (Right) Floritec boss Jeroen Ravensbergen says, “Without this adversity, essential elements like standing out and establishing industry expertise would have been much harder to achieve.”

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

growers, each of them operating in unique, sometimes extreme, growing conditions. Whether growers are in Western and Southern Europe, South America or Asia, Floritec will always try to put itself in the grower’s place, focusing on geography, greenhouse tech, soil, water and climate. Plant breeding under extreme growing conditions will ultimately lead to reliable varieties for the grower. Floritec’s customised breeding approach has allowed us to continuously expand our product portfolio, adding new colours and flower shapes, all to

MAVERICK

White and yellow are the world’s best-selling Chry Floritec’s latest Santini series Maverick, which deb the new Maverick as world-class Santinis in golde Maverick Sunny) colours.

The news of the moment is Maverick White. Mave petals and features a long-lasting and fresh green more eccentric florals in a bouquet, and this contr

C U T F LO W E R S

adapted to thrive in the conditions that prevail in Acate.”

There are many characteristics where breeding can manipulate the ideal selection for the economics of Chrysanthemum growing.

Michele mentions the criteria of aesthetic value, bud count, flowering response, stem weight, disease resistance, PGR demand, shelf life, uniformity, plant density, and heat resistance and demand.

He elaborates, “Climate-resilience is vital when considering the skyrocketing energy prices. A new variety capable of adapting itself

ysanthemum colours. They are well-represented in buted last year. Chrysanthemum experts describe en (Santini Maverick Gold) and yellow (Santini

erick White is unusual because of its snowy white n heart’. This new variety accentuates brighter, rast are warmly welcomed by florists worldwide.

lower temperatures without heating or one that can withstand extreme heat - summer temperatures in Sicily easily rise to 40 degrees Celsius – without the need of greenhouse cooling makes for us the perfect Chrysanthemum.”

FULL-COLOUR RANGE Spais Fiori has a full-colour range of Sicilian grown Chrysanthemums available all year round, including 15 Floritec varieties. “Without any doubt, ‘Vallato’, ‘Vallato Sunny’, ‘Maipo’, and ‘Excite’ are proving most popular with our customers. But there is also high demand for ‘Summerflame’, ‘Georgia’, ‘Marshmello’ and ‘Lentini’ whose different colours spice up our product range. It is easy to mention several other high potential varieties that we trail each year in our glasshouses. We may end up with one of the broadest ranges in Chrysanthemums, from 25 up to 30 varieties.”

SEIKOEN In an era of global markets, international competition is fierce.

The 2019 merger between Inochio Seikoen and Floritec helped both companies to strengthen their market position and combined the oldest, most respected names in the Chrysanthemum business with the ‘new kid on the block’.

The merger gave Floritec access to a rich Chrysanthemum genetics and breeders catalogue. It also allows for more significant investments in R&D as sister company Inochio Agriculture Research Center has ultra-modern R&D facilities for diagnosing pests and diseases and pests and water and soil analysis.

Inochio Seikoen has deep roots in Chrysanthemum breeding and propagating. The company has been developing innovative Chrysanthemums for over 100 years.

Operating from its headquarters in Hiroshima, the company has brought over 5,000 cultivars to the global market ever since. Its people, market knowledge, extensive distribution, product range and support to growers keep the company at the top of the industry.

Inochio Seikoen’s top-selling varieties are the white ‘Sei no Issei’ and yellow ‘Sei no Kosai’ launched in 2009 and 2013. True to century-old traditions, the Japanese use white Chrysanthemums for funerals and Obon celebrations, commemorating and honouring ancestors.

The ‘Sei no Issei’ quickly rose to prominence because it blooms from early summer until late autumn; it is also heat resistant and does not require much disbudding work.

In Japan’s buoyant Chrysanthemum market, Inochio Seikoen has massive breeding expertise and data based on scientific research by Japan’s National Agriculture and Food Research Organisation.

Inochio Seikoen is part of Inochio Holdings, a business consortium comprising 15 companies: carnation breeder Fuijiplants and Chrysanthemum grower and trader Inochio Flora.

The Inochio business has headquarters in Aichi Perfecture. It has come a long way from its humble beginnings in 1909 with its founding family - the Ishiguros - starting a pharmacy that later became a prominent supplier of fertilisers, pesticides, greenhouse sundries, seeds, young plants and then into a DIY store and garden centre.

In the world of Chrysanthemums, Seikoen is associated with its once highly successful ‘Reagan’ series, launched in 1988 in collaboration with former Dutch breeder’s consortium CBA, including Sunfield Holland and Van Zanten Cuttings.

CHRYSANTHEMUM IS QUINTESSENTIALLY JAPANESE Chrysanthemum translates in Japanese as kiku. The flower is deeply anchored in Japanese culture. The imperial family is known as the ‘chrysanthemum throne’, and today the flower symbolises the Japanese Emperor.

Chrysanthemum breeding in Japan has been widespread since the 17th century.

A tradition the Japanese highly cherish. In autumn, for example, many villages and towns across the country host an annual chrysanthemum breeding contest.

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Green City Post AUTHOR: ALISTAIR YEOMANS. CHARTER ED FOR ESTER AND CHARTER ED HORTICU LTU RIST

CULTIVATING PLANTS FOR LANDSCAPE RESILIENCE: ARE WE WELL ENOUGH PREPARED FOR THE FUTURE?

Urban forest in northern Manhattan in Riverside Park along the Hudson River.

T

o answer this key question, the horticultural industry is recommended to undertake a mapping exercise to collate and assess the knowledge, databases, and tools that are available to contribute to our ability to identify and produce plant species and cultivars that will thrive in a changing environment.

Landscape resilience is a key factor in responding to future environment impacted by a changing climate, increasing numbers of plant pests and diseases, and, in certain situations, land management that falls short of best practice. Enhancing landscape resilience requires an understanding of ecological processes in modified or natural ecosystems. Either in the urban or rural setting, ecological resilience is highly dependant on biodiversity.

From a biodiversity perspective, the UK is one of the most nature-depleted countries in the world, leading the government to develop A Green Future: Our 25 Year Plan to Improve the Environment.1 This strategy aims to protect and grow natural capital in the UK with a 25-year vision. Natural capital consists of ecosystems, which deliver a wide range of valuable services that are essential for human well-being2. Plant life is a critical component of natural capital providing humans with

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

food, fibre, and fuel, and deliver a wealth of other wellbeing benefits from gardens, urban landscapes, and the countryside.

We rely on a diverse range of plants to provide these ecosystem services; some species are considered native; others are introduced and include cultivars arising from plant breeding initiatives. Through agricultural, forestry, horticultural and permaculture practices, plants are grown in a range of systems from monocultures to complex assemblages. In all of these cases, we modify the landscape through selecting plant species to grow and perform certain functions.

Climate modelling is a specialised area of research.

Recently complex data has been packaged to be readily

REFERENCES 1.

A Green Future: Our 25 Year Plan to Improve the Environment. HM Government. 2018

2.

Natural capital and ecosystem services. EEA. 2015

3.

Understanding climate change from a global analysis of city analogues. Bastin et al. 2019

4.

Climate change: What food could be grown in London in 2050? October 2020

PL A N T PR O F I L E

understood by the lay person, and one of these predictions is that London’s climate will resemble that of Barcelona in 20503. This prospect has led garden designers to imagine what exotic plants could be grown in cities in the future4.

In some managed landscapes, annuals, biennials and herbaceous perennials could be substituted relatively quickly with better suited species and cultivars. The implications of warmer climates (reduced days without frost) could have profound physiological implications for woody shrubs and trees, such as reduced ecological competitiveness due to insufficiently cold winters to break dormancy mechanisms. Also needed is consideration of how this impacts on management of plant pests, some which have a broad range of host plants e.g. Asian Longhorn Beetle, Phytophthora spp. and Xylella.

An example of a practical question that a landscape architect may ask is: what species of oak will thrive in a UK city park in 2050, and will it be safe for people to sit under (given the likely spread of Oak Processionary Moth and its capacity to cause irritations and allergic responses)? An oak tree with 25-30cm girth for planting can take 30 years to produce, so the answer to such questions should be a current focus, not a future consideration.

Whether we use natural succession methods to ‘grow our natural capital’ or rely on breeding and cultivation, we will increasingly look to the diversity of plant genetics to deliver nature-based solutions.

This leads to ask how well prepared we are locally, nationally, and globally, to answer the simple question - which plant species / cultivars should we rely upon and plant now to build landscape resilience for the future?

In the short term, the goal of the proposed mapping exercise is to focus the minds of horticultural producers, designers, trade, and land managers on how they can access practical information to specify and grow plants that improve landscape resilience. In practical terms, the objective is simply to identify work that has been conducted, and to identify gaps which may be useful in steering the research agendas of others. The mapping exercise may present multiple and complex corollaries for both commerce and conservation, highlighting synergies and parallels in these multi-disciplinary sectors.

Schloßpark Ludwigslust

VISUALLY INTERESTING CAREX Author. Giacomo Guzzon is a senior landscape architect - head of planting design at Gillespies, academic tutor and lecturer in several universities and colleges in the UK.

Carex divulsa at Elephant Park, London, in October. Credit: Giacomo Guzzon.

As a landscape architect working mostly in the public realm, I am always looking for tough plants that are visually interesting and will survive with little care. More than huge and fancy double flowers or variegated vegetation, I am mainly interested in plants that are resilient, robust, and will withstand challenging environmental conditions. The public realm is indeed a very different environment than a private garden where we can easily control the care and limit human-animal disturbance. Continuously faced with these challenges, I became more and more interested in growing different species of the grasslike genus Carex. These plants have proven to be well behaved with different degrees of self-seeding, creating neat clumps, requiring little care, and being very versatile also in difficult locations around trees or in dry shade. Carex can be very long lived in the public landscape when planted in the right spot, and maintenance is really minimal since they are mostly evergreen species. Sometimes in a particularly cold winter with harsh frost, they can be cut back in the spring but not at soil level.

They need to be left with enough vegetation to cope with the ‘haircut’, and must be cut at least 15 cm high to avoid killing them.

Carex is a large genus with over 2,000 species in the Cyperaceae family. Surprisingly, only a handful of species are commonly grown in large numbers in the UK and mainland Europe. The majority of the species available are from Asian origin and often with variegated foliage, with Carex oshimensis and Carex morrowii being undoubtedly the two main protagonists in the trade. In the USA on the contrary, there are specialised nurseries growing native Carex species in deep plugs specifically for landscape projects. Moreover, the Mt. Cuba Center botanical garden in Delaware is currently conducting a trial of many common and rare native species, with the aim to assess their potentiality for landscaping and inform the industry and professionals about new worthy plants. In Germany, the ‘Staudensichtung’, the Perennials Examination Group, is currently trialling 48 native and non-native Carex species across Germany and Austria. Through my travels in the US and Europe I have collected several species and I have been growing them and studying their behaviour in the UK and in northern Italy. In my experience some of the most promising candidates with fine leaves are: Carex divulsa (UK native), Carex remota (UK native), Carex cherokensis (US native), Carex pennsylvanica (US native), Carex lenta ‘Kyoto’ and Carex ‘Osaka’ (Japan origin). In the landscape industry we need more of these robust plants that are not particularly showy for garden centres but indispensable for designing resilient and low-maintenance landscapes that nowadays we are all aiming to create.

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VA L E N T I N E’S DAY 20 2 2

FALLING IN LOVE AGAIN WITH CARNATIONS Valentine’s Day is the number one holiday for everyone involved in the floral industry, driving consumer purchases in Europe and the USA, with peak demand for flower farms in Colombia and AUTHOR: JA AP KRAS

Ecuador, the number one and two exporters of flowers to the USA.

*Editor: At the time of printing, news broke from Ecuador about torrential rains causing landslides, floodings and casualties. The impact to our industry so far is unclear.

T

he 14-day Europe weather forecast does not include traffic-hampering snow or ice. Growers are thankful for this winter’s conducive weather with no subfreezing temperatures or disturbing conditions in Colombia and Ecuador.* Transportation costs are high, but demand is the decisive factor behind successful Valentine’s Day sales.

At the time of writing, 27 January 2022, Europe is not suffering from pre-Valentine’s Day nervousness. Flower shipments continue to move, iand it is more or less ‘smooth sailing’.

For the second consecutive year, prices in all cut flower categories are good. Roses are expensive – Dutch grown long-stemmed roses auction off at € 1,20 per stem, tulips yield between 25 to 27 cents, while imported carnations from Italy and Colombia exchange hands for 26 – 29 cents. East African grown roses trade at prices that are a little bit cheaper.

Skyrocketing tulip prices put the bouquet factories again in a difficult position as supermarkets are only willing to pay between 14 – 15 cents per tulip.

So it is of paramount importance that bouquet makers contract their supplying growers at forehand. But with last year’s prices on the free market fresh in their minds and faced with higher bulb prices this autumn, tulip growers are reluctant to engage in too sharp deals with their bouquet maker customers.

The price hike in flowers can partially be explained by hoarding growers who store their flowers in coolers in the wait of even higher Valentine prices.

Apart from its first shockwave sent through the industry in the early pandemic, Covid-19 causes the unusual situation where both flower grower and floral wholesaler make a good profit.

In 2020 many horticultural entrepreneurs reported that sales were going through the roof. Sales in 2021 performed even better.

In January, Royal FloraHolland reported its average flower prices in 2021 were 20 per cent higher than the year before.

In the United States, the situation is similar.

According to industry veteran William Armellini, prices hold out very well in the States and are

even record-breaking for some categories such as carnations. The general feeling is that the market will stay buoyant with good prices and demand. He anticipates supermarkets will absorb a fair deal of supply volumes keeping wholesale prices firm.

American wholesalers biggest headache for this moment is logistics. Getting products out of South America is challenging and historically expensive.

In the USA, transportation companies struggle to hire new truck drivers. The same situation occurs in Europe.

A HAPPY EVER AFTER STORY William says carnations are expensive. And I hear the same story in Europe. Every industry veteran will remember how carnations in the 1960s fuelled the growth of the international cut flower trade. In those early years, carnations and roses occupied a lonely place in the world’s top-selling cut flowers.

The 1970s heralded the arrival of a new range of cut flowers, while the potted plant industry started to emerge.

However, this flower’s popularity started to decline in the 1990s, combined with a rather steadfast attitude at the wholesale level that the ‘consumer was tired of seeing carnations’.

Meanwhile, growing carnation had become a complex endeavour. Fusarium forced growers to rotate crops and steam disinfect their soil, which was unpleasant.

Also, carnation growers needed a good pair of hands to harvest the crop. In the early days of carnation production, the iconic Sim varieties, named after the Scottish breeder William Sim, suffered from calyx splitting, a physiological disorder caused by the formation of many petals or adventitious buds inside the flower calyx at fluctuating temperatures. So the growers needed to place a rubber band around the calyx or wrapping tape around the bud to cover the split.

Today, I am delighted to see how the carnation is making its come back. The modern carnation is truly a beauty; the range of available varieties is endless, they transport well, boast a long vase life, and calyx splitting has mostly disappeared.

Be ready to see the carnation regaining its mighty power from the past.

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VO I C ES

TRADE IS LOOKING ROSY FOR VALENTINE’S DAY?

LOVE IN THE TIME OF A PANDEMIC With Valentine’s Day around the corner, the International Fresh Produce Association is excited to report that 39 per cent of consumers

Matthijs Mesken, director of VGB.

polled in a U.S. panel expect to purchase Hearts are ruling consumer heads, despite the coronavirus pandemic, we see that they continue to buy our products. if you look at the current export value figures from Floridata. Everything is indeed looking rosy for February.

flowers at a supermarket for Valentine’s Day 2022, according to International Fresh Produce Association (IFPA) research.

2021

€ 697.614.000

(+5,4%)

2020

€ 661.936.000

(+3,4%)

2019

€ 639.883.000

(+5,9%)

2018

€ 604.449.000

(-1,5%)

We should be proud of our sector for establishing this. Especially on top of the figures given at the end of December, showing a new record has been reached of 1.3 billion more in export value compared to last year.

Yet we see some obstacles on the road ahead, and we should also be on our guard.

We know that we are looking at the export value, which is the turnover. We also see that there are still some challenges in the sector.

Traders are facing additional costs for purchasing products. We see that transport costs have increased drastically and there is a shortage of drivers. On top of this, more bureaucracy as we see phytosanitary requirements and certificates must be presented. These mandatory requirements will add more effort financially to get the products in the right place.

The export value has increased and, as mentioned before, it is all about the turnover value. Brexit dictates that from 1 July 2022, all cut flowers exported to the UK must have a phytosanitary certificate. That means a lot of work for logistics, the training of employees, and an increase in inspection costs. Not something we are looking forward to.

We also see political tensions around us. Such as the situation in Russia, of which we do not know how it will develop. We also see future high gas prices. We know growers keep parts of their greenhouses empty. This can lead to scarcity, which is undesirable, especially leading up to spring, the most important sales season for our flowers - think of Valentine’s Day, International Women’s Day and Mother’s Day. So, there are ongoing matters of concern for us. I do not have a crystal ball, but we hope that our consumers will continue to buy our products and that our floriculture sector will always supply them. So until their heads start ruling their hearts, Valentine’s Day is looking rosy.

Watchthe lastest FloraFlits (Floridata & VGB) video about the 2021 year figures: https://www.youtube.com/watch?v=vxZu4bPolKw

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FLORACULTURE INTERNATIONAL FEBRUARY 2022

T

his is substantial considering Americans spent $2 billion on flowers for Valentine’s Day in 2021, according to National Retail Federation (NRF).

Overall, 36 per cent of consumers purchased flowers for Valentine’s Day in 2021, down 1 per cent from 2020 after an 11 per cent increase from 2019 to 2020, according to NRF.

SURPASSING THE $22 BILLION MARK This year, overall expenditures for gifts on Valentine’s Day are expected to surpass the $22 billion spent on Valentine’s Day in 2021, even though the holiday falls the day after the Super Bowl, according to NRF. The good news is the same IFPA poll cited above found 56 per cent of consumers do NOT expect the Super Bowl to influence their decision to purchase flowers at a supermarket for Valentine’s Day. The Super Bowl can be an opportunity to increase floral sales, with over 186 million adults planning to watch it and 77 per cent of those folks planning to purchase food and beverages for the occasion, according to NRF. Of the $2 billion spent on flowers for Valentine’s Day in 2021, red roses were the most popular, according to NRF. Red roses made up nearly 70 per cent of all rose sales for Valentine’s Day 2021.

SUPERMARKET FLOWERS This year an overwhelming majority of consumers agree that supermarkets have good to great quality flowers at a good to great price, according to IFPA’s poll.

Americans spend $165 on average on Valentine’s Day, according to NRF. Supermarkets can capture a portion of these dollars in 2022 by having the right selection, at the right price, with the right quality.

IFPA will continue to track flower sales for Valentine’s Day after the holiday by polling retailers and reporting on the floral point-of-sale data.

Join the International Fresh Produce Association for its one-day floral conference on March 29, 2022, in Anaheim, CA, to further discuss consumer perceptions of supermarket flowers.

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N O R D I C F LOW E R M A R K E T S

AUTHOR: EUGENE GERDEN. PHOTOS: RON VAN DER PLOEG AND ADOBESTOCK

NORDIC FLOWER MARKET STEADILY RECOVERS

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F

lower and plant sales in the Nordic region – Denmark, Finland, Norway and Sweden are up, despite concerns of a new wave of Covid-19 infections, according to recent observations made by key players from Scandinavia’s ornamental horticulture industry.

DENMARK According to Peter LarsenLedet, a senior manager of the Danish industry body Floradania Marketing, cut flowers and potted plants in his country are enjoying strong demand as many Danes spend more time at home than travelling abroad.

He says, “Working from home became the norm. Last year in spring, many of us took an interest

FLORACULTURE INTERNATIONAL

FEBRUARY 2022

in decoration, home styling or gardening, and as the summer holidays came up, the habit stuck.”

Larsen-Ledet believes that the explosion in demand for ornamentals that occurred last year is an ongoing trend, reinforced by the fact that during the second wave of Covid-19, the Danish government allowed garden centres to stay open during the country’s ‘lockdown lite’.

Larsen-Ledet adds that in 2021, the production of the nation’s flagship ornamentals – primarily (miniature) potted plants is stable, albeit growers are somewhat reluctant to increase product volumes as uncertainty around the pandemic in Europe continues.

Larsen-Ledet says, “However, Denmark is a significant exporter of houseplants, and I believe that our locally grown products have

A slight increase in cut flower imports was noticeable in Finland.

N O R D I C F LO W E R M A R K E T S

primarily met the increased demand for plants and flowers.”

SWEDEN In neighbouring Sweden, the pandemic led to a growth of imported flowers, which did not coincide with a decline in local production.

Rolf Persson, President of the Swedish Floriculture Trade Association (Blomsterbranschens Riksorganisation), comments, “Volumes of imported cut flowers grew by five per cent in 2020 and seven per cent in the first quarter of 2021 compared to the same period in 2020.

“Covid-19 caused import trade to fluctuate. In value, imports grew by seven per cent in 2020, although there was a decline in Q1 of 2021.”

Persson explains that primarily tulips account for the country’s locally grown flower production, with tulips Made in Sweden representing 80 per cent of tulip sales. The importance of tulips for the Swedish flowers sector is reflected by the fact that 30 per cent of annual cut flower consumption in Sweden accounts for Swedish grown tulips.

Persson expects the Swedish cut flower to further grow this year, noting that there is currently a big interest from local consumers for “Made in Sweden” flowers and locally grown and manufactured products in general.

Persson says: “The big players in the Swedish market are looking for more local production, but the import is important. When it comes to Swedish floriculture production, it is expected to grow, mainly for houseplants, but it can also be for tulip production. It is difficult to predict if the production of other cut flowers will increase in Sweden, but to date, it is at a very low level.”

NORWAY Regarding the import structure in the Nordic region, Denmark, Sweden, and Finland primarily import their cut flowers from the Netherlands. Norway, in turn, imports directly from Kenya and Ethiopia.

Of all Nordic states, Norway remains a leading country in terms of

Flower market in Stortorvet Square, Oslo, Sweden. consumer spending on flowers. This statistic is mainly due to the average income per capita in this country, which is significantly higher than in the other Scandinavian countries.

FINLAND Concerning Finland, Jyrki Jalkanen, CEO of the Finnish Glasshouse Growers´Association, said Covid-19 impacted growers in a limited way.

Jalkanen comments: “We have had hardly any breakout at the company level - only one we know – and hope to keep it this way.

“The main reason is that we have mainly small family-run companies employing a limited staff of 5 to 10, and due to Coronavirus prevention measures, they are split into 2-3 working groups. And, of course, we took the vaccinations as soon as they were available. What may have helped is that Finland is not such a densely populated nation. We are a long stretched country with long distances between villages/cities.”

According to Jalkanen, the demand for locally grown Finnish flowers and plants has never been so strong.

“However, we do not expect further growth. It finds itself already on a high level and hopefully stays like that. We work hard to make that happen by PR campaigns, promotion, advertising etc.).”

Jalkanen also says that there are technical and financial barriers when it comes to expanding domestic production of flowers and plants as this would require new greenhouses.

“This is a too big step to take, as we do not know if the strong demand will stick. Therefore, we are happy like this, and if there is any lack of domestic flowers, we import them.

However, Finnish consumers are not fully in favour of imported flowers due to their negative impact on the environment.”

In terms of official statistics on the structure and state of ornamental horticulture in Finland, Jalkanen says that the country’s total area of protected ornamental crops spans 115 hectares, of which 110 hectares is for pot plant bedding plant production. No more than two hectares is dedicated to Finnish cut flower production, with the remainder three hectares dedicated to growing a variety of ornamental crops such as cut foliage and young plants. The area of Finnish bulb farming is nonexistent, while the production of nursery stock and perennials in the open is around 234 hectares.

The value of protected ornamental crops is 90 million euros/year producer/grower prices, VAT 0 %. The value of flower and plant imports is approximately €150 million p.a in 2020.

According to him, farmgate sales for local domestic production are more than two-thirds. The primary time is between 20 April and 30 June, depending on spring weather.

Imports mainly come from Holland (cut flowers, tropical foliage plants), Denmark (flowering pot plants) and Kenya (cut flowers), plus Germany (Ericas and Callunas). The per capita consumption is around 100-110 euros and has risen due to Covid-19.

As for Covid-19, both 2020 and 2021 did not see a lockdown of flowers shops, garden centres, nurseries, flower departments of supermarkets. All sales outlets have been up and running constantly.

In the spring of 2020 and 2021, all locally grown bedding plants sold out in record time, while a slight increase in imports was also noticeable.

It is estimated that Covid-19 caused a five to eight per cent increase in floral consumption.

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A M E R I CA N H O U S E PL A N T S

Houseplant purchasing study reveals multiple opportunities for the industry A US consumer houseplant purchasing study, coordinated by the country’s Floral Marketing Fund, has shown that houseplants make people happier. Houseplant sales in the US have increased in each of the survey’s ten categories, with consumers generally willing to pay a premium for a

AUTHOR: RACHEL ANDERSON. PHOTOS: FLOWER COUNCIL OF HOLL AND, NILS VAN HOUTS AND CORN BAK.

quality houseplant.

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A

study on the United States’ consumer purchasing trends for houseplants has empirically confirmed the ‘feel good factor’ of these

products.

The survey, sponsored by the country’s horticulture industry, generated an overwhelming result in which more than 70 per cent of the 1,700 houseplant purchasers that were interviewed either “agreed” or “strongly agreed” that “houseplants make you happier.”

Dr Melinda Knuth, assistant professor at North Carolina State University, said: “This directly shows, with empirical evidence, that houseplants can make [people] happier, which could be one of the reasons why these purchasers are engaging more with houseplants after 2020 and why they’ll continue with houseplants in future.”

HOUSEPLANTS’ APPEAL IS DIVERSE The survey also found varied demographics amongst the different purchasers – suggesting that houseplants’ appeal is diverse.

Some 75 per cent of those surveyed admitted to buying houseplants for themselves – up from just 12 per cent during 2019 (pre-pandemic).

Consumers demonstrated that they enjoy looking after their purchases, with 31 per cent of respondents now spending more time caring for their plants than in previous years.

They are buying them specifically to care for and nurture them.

They are also buying houseplants “just because” (meaning that they have no specific reason for buying them) and for occasions such as hosting guests.

The living room and the bedroom are

FLORACULTURE INTERNATIONAL FEBRUARY 2022

the most popular place where people place their houseplants. Furthermore, in 2021, the respondents were more likely to gift someone with a “get well” houseplant, with 75 per cent of participants likely to give a houseplant as a gift in 2021 versus 12 per cent in 2019.

SALES INCREASE ACROSS ALL CATEGORIES It is perhaps unsurprising, then, that the data also showed that houseplant sales in the US have increased in each of the survey’s ten categories.

These categories included flowering plants, narrow-leafed foliage, broad-leafed foliage, ferns, indoor palms, trailing or climbing plants, bromeliads, succulents, cacti, and air plants.

The top three categories were broadleaf foliage (35 per cent), flowering plants (41 per cent) and succulents (35 per cent). Bromeliads and indoor palms had the most average spending per year – being $111 and $112 respectively.

ONLINE VERSUS IN-STORE During 2020, most purchasers were comfortable buying plants online or over the phone and, in 2021, some 40 per cent of those surveyed still preferred to buy them online.

But nearly half of the interviewed consumers would currently instead buy plants in-store, with “convenience of location” being the biggest reason for their outlet preference.

This decision could be, for instance, their local supermarket, independent garden centre, or hardware store.

It is perhaps unsurprising, then, that the data also showed that houseplant sales in the US have increased in each of the survey’s ten categories

A M E R I CA N H O U S E PL A N T S

“MULTIPLE OPPORTUNITIES” FOR THE HORTICULTURE INDUSTRY Dr Knuth noted that houseplants’ increased popularity offers “multiple opportunities” for the industry to create marketing campaigns and messaging to encourage initial and repeat purchase(s).

She added: “Usually, houseplants are categorised with floral products and, in the past, we’ve thought people only bought them for ‘gifting’ occasions – that’s not the case.”

Crucially, people have generally been willing to pay a premium for a quality houseplant.

Dr Charlie Hall of Texas A&M University reflected: “During the midst of this pandemic, the elasticity of demand was such that people were willing to pay higher prices – that’s good news.”

Dr Knuth added: “People are willing to pay more, and they will continue to pay for houseplants – even in crises.”

To that end, delegates were told by Dr Knuth that the horticulture industry in the US “has been leaving money on the table, so to speak, in that the price elasticity of demand appears favourable, with respondents indicating a general willingness to pay sometimes substantially higher prices than

industry firms have been charging at retail settings.”

Whilst some growers may like to consider charging more for their products, they were advised to bear in mind that some of the survey’s respondents (perhaps entry-level houseplant purchasers) “would still need a price that would attract them to the initial purchase to start engaging in the houseplant category.”

Therefore, America’s horticulture industry would arguably be wise to utilise a dynamic pricing strategy which, said Dr Knuth, “might prove useful for differing levels of consumer price elasticity of demand that might exist in the marketplace.”

A further 300 “infrequent purchasers” or “non-purchasers” of houseplants were surveyed as part of the study – and, as the University of Florida’s Dr Hayk Khachatryan revealed – 45 per cent of them said they would consider buying houseplants in future.

Dr Knuth, therefore, suggested that the sector “would do well to continue to emphasise online and in-person engagement both with purchasers and non-purchasers, because the results of this report indicate that some nonpurchasers are not permanently so.”

Delegates were also reminded that Europe’s houseplant purchasing trends differ from those in the United States, so they should be careful not to apply some of the survey’s generalisation to a “wider subset.”

Bromeliads and indoor palms had the most average spending per year – being $111 and $112 respectively Photo credit: Corn Bak Netherlands.

WWW.FLORACULTUREINTERNATIONAL.COM

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SAVE THE DATE

F E B R UA R Y 2 0 2 2

THE NETHERL ANDS

23-25. ITALY

AIPH Approved trade show Plantarium merges event with Groen-Direkt

Myplant&Garden at Fiera Milano-Rho. www.myplantgarden.com MARCH 2022

1. BELGIUM Florall at Waregem Expo. www.florall.be

7-10.

UNITED ARAB EMIRATES AIPH Spring Meeting. www.aiph.org/event/ spring-meeting-2022/

23-25. THE NETHERLANDS Tulip Trade Event. www.tuliptradeevent.nl

24 MARCH-15 MAY. NETHERLANDS Keukenhof, one of the world’s most beautiful spring gardens. www.keukenhof.nl

30 MARCH-1 APRIL. VIETNAM Hortex Vietnam at Ho Chi Minh City’s SECC convention centre.

AIPH Approved trade show Plantarium plans to combine with Groen-Direkt to form a single event organised several times a year.

Covid prevention regulations forced Plantarium to cancel its fairs and GROENDirekt to scale back events in the past two years. In the pre-Covid era, the two fairs were held separately under one roof simultaneously.

The inaugural Plantarium/Groen-Direkt show is scheduled to take place on 24 and 25 August 2022 at the International Trade Centre in Hazerswoude/Boskoop, the Netherlands.

GROEN-Direkt will continue to organise its successful trolley fair, which will coincide with this new event. The aim for the coming years is to develop Plantarium/Groen-Direkt into an event organised several times a year.

M AY 2 0 2 2

14-16. THE NETHERLANDS

SEPTEMBER 2022

10-12. CHINA

Greentech, the world’s leading horticultural technology show.

1-3. POLAND

Flower Expo Asia at the China Import and Export Fair Complex in Guangzhou.

www.greentech.nl

Green is Life Poland’s leading nursery trade fair in Warsaw.

21-22. UNITED KINGDOM

www.greenislife.pl

The National Plant Show at NAEC Stoneleigh.

6-7. UNITED KINGDOM

14-16. CHINA APRIL 2022

Hortiflorexpo IPM China.

www.nationalplantshow.co.uk

1 APRIL-29 OCTOBER. TURKEY

www.hfexpo.org www.ipm-essen.de/ weltleitmesse/ipm-worldwide/ hortiflorexpo-ipm/

www.flowerexpochina.com

www.hortex-vietnam.com

Expo 2021 Hatay. www.expo2021hatay.com

24-28. UNITED KINGDOM 5-7. GERMANY

Chelsea Flower Show.

Fruit Logistica Berlin, the world’s leading trade fair for the fresh fruit and vegetable business.

www.rhs.org.uk

www.fruitlogistica.de

14 APRIL- 9 OCTOBER. THE NETHERLANDS Floriade Expo. www.floriade.com

23 APRIL – 8 MAY. ITALY Euroflora in Genoa.

JUNE 2022

IFTEX, International Floriculture Trade Expo at Nairobi’s Oshwal Center. www.hpp.nl

7-10. THE NETHERLANDS Dutch Lily Days www.dutchlilydays.nl

8-10. UNITED STATES

27-29. MEXICO

World Floral Expo at the Jacob J. Javits Center of New York.

www.greentech.nl/americas/

28-30. UNITED KINGDOM GLEE at NEC Birmingham. www.gleebirmingham.com J U LY 2 0 2 2

www.hpp.nl

14-17. THE NETHERLANDS FlowerTrials®, an open house event for the pot and bedding plant industry. www.flowertrials.com

FLORACULTURE INTERNATIONAL FEBRUARY 2022

Four Oaks Trade Show in Cheshire. www.fouroaks-tradeshow.com

13-15. FRANCE Salon du Végétal at the Parc des Expositions in Angers, France.

16-19. UNITED STATES

www.salonduvegetal.com

Cultivate’22 will be held in Columbus, Ohio.

13-15. MEXICO

www.cultivateevent.org

OPF Mexico Expo at Centro Citibanamex, Mexico City.

AUGUST 2022

www.opfmexico.com

1-3. KENYA

www.euroflora.genova.it

GreenTech Americas at the Querétaro Centro de Congresos in Querétaro, Mexico.

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Groen-Direkt’s Taaf van Rosbergen and Plantarium’s Jan de Vries raise their glasses to a combined Plantarium/Groen-Direkt show.

14-20. FRANCE International Horticultural Congress, IHC2022 in Angers, France. www.ihc2022.org

24-25. THE NETHERLANDS Plantarium/Groen-Direkt at the International Trade Centre in Hazerswoude/Boskoop.

13-15. RUSSIA FlowersExpo at Moscow’s Crocus Expo. www.flowers-expo.ru

28-29. UNITED KINGDOM The Landscape Show at the National Exhibition Centre in Birmingham. www.landscapeshow.co.uk

24-26. UNITED STATES Farwest, the biggest green industry show in the West. www.farwestshow.com

O C TO B E R 2 0 2 2

5-7. ECUADOR Agriflor at the Centro de Exposiciones in Quito. www.hpp.nl

www. Flowers-Expo.ru

Your key to the Russian Floral & Plant Market

EXPO

2022

13-15

September

Flowers

Russia Moscow IEC Crocus Expo

THE INTERNATIONAL EXHIBITION ON FLORICULTURE & GREEN INDUSTRY