Horticulture Magazine

The business magazine for fl oriculture worldwide

‘Concordia res parvae crescunt’

April 2009

Rabobank ReportExcel or be different 08

Sustainability in FranceBotanic develops corporate strategy 40

Bulb ProductionCloser control over Easter lily 18

Make a Move Tread the Path

to Retail

6001487_01_Cover.indd 1 25-03-2009 14:11:32

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Table of Contents

PackagingAt the point of sale, packaging provides an opportunity to create clearer market distinction for products and stimulate impulse sales; a move gaining momentum among growers. by Anabel Evans

Salon du VégétalTh e 24th Salon du Végétal closed its doors on Friday 18 February 2009. Despite the economic downturn 16,121 visitors descended on Angers to see the absolute latest in cut fl owers, potted plants, trees, shrubs, bulbs, bedding plants and fl oral products. Th e 639 exhibitors from 13 countries were able to look back on a succes-sful show where good business was done and both the number of visitors and exhibitors was slightly upby Ron van der Ploeg

Closer control over Easter lilyA study to better understand the optimum conditions for Easter lily bulb production makes a preference for scale bulblets and reports on temperature and nutritional eff ects.by Paul Nelson, Carl Niedzala, Seung-Hyun Kim and August De Hertogh

Mealybug in rosesMealybugs suck the sap from plants and cause signifi cant reductions in yields as well as being the cause of the black sooty mould which grows on the sugary substances that drips from their bodies.by Louise Labuschagne

Sea freight on the riseWith increases in fuel prices and a slowing eco-nomy worldwide, the fl ower industry is showing increasing interest in sea freight distribution which in some instances can reduce freight costs by up to 50%.by Anabel Evans and Ron van der Ploeg

France turns greenAwareness of ‘green’ products has been slower to emerge as a major society expectation and market demand in France. Nevertheless, fol-lowing the initiative of a handful of growers, the French garden centre Botanic and some positive government policy, it is now becoming a hot issue that is generating a number of initiatives in the ornamental industry.by Marie-Françoise Petitjean

A network to knowTh e South African Flower Growers’ Association (SAFGA), together with the South Africa Export Council (SAFEC) create a professional commu-nity for growers to exchange knowledge and judge the potential of new market opportunities.by Cilla Lowen

Calla contact pointIn New Zealand the Calla Council (NZCC) coordinates research and promotion for the sec-tor’s growers and exporters, using its website and meetings to encourage the eff ective implemen-tation of valuable information resulting from individual projects. by Dr Keith Funell

Rabobank Report In the dynamic environment of the European

fl oriculture industry there are plenty of oppor-

tunities to grasp, according to the Rabobank. A

recent synopsis by the bank’s Food and Agribusi-

ness research unit pointing in particular to the

successes of the grab-and-go formula in the UK,

exclusive fl oristry concepts and online sales.

The simultaneous emergence of new markets

and new sources requiring roughly two major

moves for the wholesale and trade business: to

excel or to be different.

DDDDDDDDeeeeeeppppppaaaaaarrrrrrttttttmmmmmmeeeeeennnnnnttttttssssss

12

088

International Events 23World News 24Prices 33

In my opinion 7Awareness 15Globe 19Dust 21Miami 29Lifestyle Marketing 35Touch 45Stuff 47

CCCCCCCCooooolllllllluuuuummmmmnnnnnsssss

April 2009 Volume 19 Number 4

by Anabel Evans

16

18

20

36

April 2009 | www.FloraCultureInternational.com 05

46

40

44

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Sogo_85x124.indd 1 19-03-2009 10:11:21

YOUNG PLANTSBreeding and Production of house and bedding plants, such as:

A wide selection of cutting raised bedding and patio plants.

Euphorbia milii • Cupressus WilmaFicus varieties • Fuchsia varietiesImpatiens N.G. • Pelargoniums • Petunia

Handelskwekerij M. van Veen BVAalsmeerderweg 725, Rijsenhout, HollandP.O.Box 73, 1430 AB AALSMEER, HollandTel.: 0031 297 326516, Fax: 0031 297 [email protected], www.mvanveenbv.com

MvVeen_85x124 1 05-03-2009 15:00:20

6001487_00_ADS.indd 6 25-03-2009 16:19:05

In the midst of a battle fi eld Orders cancelled. Prices under pressure. Banks asking 5% extra for seasonal credit, or based on general conditions not wanting to off er fi nance at all. Supermarket chains sending out letters to their suppliers saying that instead of paying in 4 weeks they will be paying after 8 weeks. Th e auctions seeing their turnover fall by 19%. We are in the midst of a monetary battle fi eld.

Companies are off ering their products not just at cost price but at any price as long as they can get the wheels of commerce rolling. Whilst companies who cannot get their money from the banks pay their suppliers much later, leading the suppliers into the same diffi cult fi nancial position. Th e Dollar, Pound Sterling, Forint, Zloty and Rouble are all down. So, not only are the exports to these countries under pressure, but these products are then sold on other markets damaging the competition in these countries with their dump prices.

What is lost in January and February cannot be made good in the rest of the year. In Holland, the rose growers in particular have had a diffi cult winter season; Valentine sales were disappointing. How to survive is the question? Th e winter was long and cold in Europe. From Lyon and Milan in the south, through Nuremberg, across to Russia and up over Scandinavia the land was under snow. For the fi rst time in 25 years there was even heavy snow in southern England. Th e whole of nature in Europe is at least a month behind. Th e daff odils from England were much later than normal and the supply from France and Italy was slower and the numbers lower than in previous years. If winter is as cold as this last one has been then the fl orists and street vendors struggle to sell; we lose the impulse sales. Th is winter people did not buy fl owers or bedding plants. However, if consumption of fl owers and plants is linear to the consumer’s income we can at least console ourselves with the knowledge that the average income level is still high enough to have decent structural sales of fl owers and plants.

More optimistically, on March 8 we had Women’s Day and prices were not completely wide of the mark. And, even with the weak pound, the sales for Mother’s Day in the UK were also not too bad, the price pressure falling more on cut fl owers than on potted plants. Now that spring is in the air people are looking to their gardens and going out to buy their bedding plants; this will also stimulate the sales of fl ower and plants. Plus, we still have some good celebration days ahead of us. So, no, 2009 may not have been a very good year so far, but we still have a good part of it in front of us.

Our editor in chief, Anabel Evans, is currently on holiday so this month’s preface has been written by our website editor, Ron van der Ploeg.

Editorial & Administration Offi cesFloraCulture International B.V.

P.O.Box 82, 1850 AB Heiloo, the Netherlands T (31) 72 53 23 522 F (31) 72 53 23 521 Circulation Administration: FBW Woerden P.O. Box 612, 3440 AP Woerden, the Netherlands T (31) 34 84 31 393 F (31) 34 84 32 552 [email protected] Editors: Anabel Evans (anabel@fl oracultureinternational.com) Ron van der Ploeg (ron@fl oracultureinternational.com) Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, Hans De Vries, David Gray, Kerry Herndon, Helen Moody, Marie-Françoise Petitjean, Marta Pizano, Leaora Policar, Jennifer WhiteFounding editor: Debbie Hamrick Cover: Penta FlowersPublisher: FloraCulture International B.V. (jaap@fl oracultureinternational.com) T (31) 20 61 82 666 F (31) 20 61 81 333 Printer: Hollandia Printing, Heerhugowaard Designer: Hollandia Media ProductionsCartoonist: Bas Kohler

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Dennis Seriese (dennis@fl oracultureinternational.com)Angie Duff ree (angie@fl oracultureinternational.com)T(31)20 61 82 666 F (31)20 61 81 333 M(31) 62 21 65 220 Offi ce Manager: Claudia Stokreef(claudia@fl oracultureinternational.com)FloraCulture International B.V. P.O. Box 82, 1850 AB Heiloo, the Netherlands T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450 Italy, Southern France:

Arturo Croci (arturo@fl oracultureinternational.com) Scandinavia: Lotte Bjarke (lotte@fl oracultureinternational.com) LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30 South America: Marta Pizano de Marquez(marta@fl oracultureinternational.com) Horti Tecnia Ltda., Calle 85 No20-25 Of. 202B, Bogotá, Colombia T (57) 15 30 20 36 F (57) 12 36 25 54 [email protected] Miami: William Armellini(William@fl oracultureinternational.com)USA, Canada, Central America:

Paul Black ([email protected]) Lucas Nicholas ([email protected]) Ball Publishing, 622 Town Road, PO Box 1660, West Chicago, IL 60186, United States T(1)6 30 23 13 675 F(1)6 30 23 15 254 Middle East: Eyal Policar (eyal@fl oracultureinternational.com) T (972) 54 42 97 002 F (972) 86 58 19 07 Japan: Eiji Yoshikawa ([email protected]) EMS Inc., 2-22-8 Matsubara, Setagaya-ku,Tokyo 156-0043, Japan T (81) 33 32 75 756 F (81) 33 32 27 933 East Africa: David Gray ([email protected])

ColofonFloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution. ©2009 FloraCulture International magazine. All rights reserved. No portion of editorial may be reproduced in any form without written permission of the publisher. Publisher is not liable for advertisements using illegally obtained images. Send address changes to FloraCulture International magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands. Photo credits cover: Growing Concepts, House of Flowers and Plants by Trend House P/P/P.

Ron van der Ploeg

Dennis Seriese

Claudia Stokreef

Lotte Bjarke

Marta Piza-node Marquez

William Armellini

Paul Black

Lucas Nicholas

Eyal Policar

Arturo Croci

EijiYoshikawa

FloraCulture International (ISSN1051-9076) is published monthly. Worldwide distribution. ©2009 FloraCulture International magazine. All rights reserved. No portion of editorial may be reproduced in any form without written permission of the publisher. Publisher is not

liable for advertisements using illegally obtained images. Send address changes to FloraCulture International magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.

In my opinion


6001487_07_Colofon.indd 7 25-03-2009 13:50:58

In the dynamic environment of

the European fl oriculture industry

there are plenty of opportunities to grasp, according to the Rabobank.

A recent synopsis by the bank’s Food

and Agribusiness research unit pointing

in particular to the successes of the

grab-and-go formula in the UK, exclusive

fl oristry concepts and online sales.

The simultaneous emergence of new

markets and new sources requiring

roughly two major moves for the

wholesale and trade business: to excel or

to be different.

Production and Trade

by Cindy van Rijswick

08 www.FloraCultureInternational.com | April 2009

will have to be more careful in the way they segment their products, brands and customer propositions (Figure 3).Improving availability, quality and marketing standards will incre-ase expansion opportunities, however, in a market largely seen as predominantly mature. For example, only a small share of cut fl owers in western Europe are bought for personal use; the vast majority of purchases are related to special occasions such as birthdays, funerals, weddings, Mother’s Day and Valentine’s Day. Further development in the grab-and-go market could help drive sales for personal use.

UK impulse modelTh roughout Europe, the market share of organised retail in fl ori-culture has been increasing over recent years, although the growth rate has been rather slow. Th e UK has been the exception, leading the developments in multi-channel

Despite the current chaotic market situation and the diffi culties in forecasting

demand in the near future, sluggish growth is still expected in western Europe’s fl oriculture markets in the medium and long term. Th e Rabobank expects an average growth of 2 to 4% per year until 2018, based on the observation of economics, demographics and other growth drivers. In this region, there are wide diff erences between countries in cut fl ower and potted plant consumption (Figure 1). Furthermore, continental fl oriculture consumers have most recently adopted a more unpredicta-ble and demanding approach, forcing a clearer market distinction between mass and exclusive products. In the past, most of the market value was generated by off ering the consumer a fairly good product for a reasonable price. Nowadays, either low price or luxury is where value is being gene-rated, particularly in western Europe (Figure 2). Accordingly, players in the European fl oriculture industry

Make a Move

CUT FLOWERS

Total € 16 billion

UK 19%

Germany 18%

France 12%

Italy 9%

Netherlands 9%

Spain 5%

Switzerland 4%

Russia 3%

Belgium 3%

Poland 2%

Sweden 2%

Others 17%

POTTED PLANTS

Total € 12 billion

Germany 35%

France 10%

UK 7%

Italy 5%

Netherlands 5%

Spain 4%

Sweden 4%

Switzerland 3%

Belgium 2%

Norway 2%

Denmark 2%

Russia 2%

Others 19%

Germany 18

Germany 35

France 12

France 10

Italy 9 Italy 5

Netherlands 9 Netherlands 5

Spain 5Spain 4

Switzerland 4 Switzerland 3

Russia 3

Russia 2

Belgium 3

Belgium 2

Norway 2

Denmark 2Poland 2

Sweden 2

Sweden 4

Others 17

CUT FLOWERS POTTED PLANTS

Others 19UK 19

UK 7

Source: Rabobank based on Flower Council of Holland, 2008Note: Europe, the US and Japan are the main consumer markets, accounting for roughly three-quarters of global fl oriculture consumption, estimated at 80 billion; the European global market share is estimated at between 40 and 50%.

marketing of cut fl owers and the developments with respect to supermarket sales of cut fl owers. Two decades ago, UK supermar-kets only had a 2% market share in cut fl ower sales; one decade ago this had climbed to 35% and to a staggering 68% in 2008. Triggered

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6001487_08_Rabo.indd 8 25-03-2009 14:12:50


by the success in the grab-and-go impulse purchases (accounting for almost half of the total cut fl ower market), the next step for UK supermarkets is to introduce more segmentation in their fl oriculture category: value for money next to premium products (for the gift market). Tesco has started this and it seems to be rather successful. In addition, retailers have started to provide more information on the products they carry, for example, country of origin, CO2 emission of the products produced, and charac-teristics of the primary producer.An interesting question is whether the UK model will be succes-sfully copied in other European countries. Probably not in the short term, as there are still many steps to be taken. And if fl orist shops and online shops succeed in strengthe-ning their position, supermarkets in other European countries will pro-bably remain below 50% market share. An estimated 10 to 20% of cut fl owers are sold in supermarkets throughout Europe.

>>>

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HighExclusively, value addedLow

Low

High

Pric

e

HighExclusively, value addedLow

More distinct fl oriculture market segmentation.

Source: Rabobank, 2008

Selling creativity As supermarkets are focused on maximizing volumes and effi ciency of logistical systems, there is little room for tailor-made products or delicate fl owers and plants that can-not be handled in standard systems. Th is implies that there is still a need

for specialised fl orists in Europe, particularly for weddings, funerals, corporate clients, and for off ering exclusivity and creativity. Florists following this strategy will avoid competition by price. What they sell is creativity and exclusivity.Another strategy for European

FFFFFFFiiiiiigggguuuurrrrreeee 333333.. CONSUMER BEHAVIOUR IMPACT ON FLOWER DEMAND

Capricious: The same consumer

easily switches from low priced

bulk to high-priced exclusive

products, buying both at Prada

and the one-euro-shop.

Proper availability of both

value products and exclusive

products at different marketing

channels can expand total

fl ower and plant market.

Diversity: Consumers want to

express their personalities and

individualism. New technologies

have facilitated this. Examples are

creating personal greeting cards,

manufacturing your own wallpa-

per, designing your own t-shirt.

Growing market for exclusive,

tailor-made products, and new

products. Opportunities for per-

sonalized packaging, creation

of buying special experiences,

organic products, etc.

Demanding: Consumers are

becoming more demanding. They

are very well informed, mainly by

the internet. They want their unique

needs to be met quickly and effi -

ciently. At the same time consumers

want producers to take social and

environmental issues in account.

Higher demands on service,

guarantees, corporate respon-

sibility, etc. related to fl owers

sold. Growing demand for con-

venience products (‘easy to take

and treat’ fl owers and plants).

6001487_08_Rabo.indd 9 25-03-2009 14:12:57

Production and Trade


fl orists is to team up with other fl orists to take advantage of joint purchasing and joint marketing. Examples of European fl orist chains are Mester Grønn with more than 70 locations in shop-ping malls throughout Norway, and Blume 2000 with 210 shops generating sales of roughly €120 million in Germany. An example of a fl orist chain that aims to compete with retail multiples by combining low prices with conve-nience and a clear and appealing format is Monceau Fleurs with close to 400 stores and annual sales of €150 million. It is expec-ted that in the coming years more fl orist retail formats and brands will be developed in Europe.

Online salesA development that will surely change the European fl oricul-ture industry is the emergence of online sales. Traditionally, fl orist shops have been delivering cut fl owers to the consumer’s door, but in the last decade new competitors dedicated to fl ower and plant delivery have emerged, some of them having no background in the fl oriculture industry at all. Some

of the new online fl ower shops originate from IT-based compa-nies, some from online gift shops. Currently we see a great diversity of operators in fl ower delivery. Th ere are various fl orists that sell online, such as individual fl orist, fl orists under umbrella organisa-tions (fl europ/interfl ora, eurofl o-rist), and fl orist chains (like Blume 2000 and Monceau Fleurs). In ad-dition, there are supermarkets (for example Lidl Blumenservice in Germany), nationally or regionally operating online shops, world-wide online shops (for example 1800-fl owers and Flora2000), and logistical services (TNT post) who are active in online fl oriculture sales.A number of them off er a broad range of gifts (fl owers, chocolates, wine etc.). Characteristic for the online fl ower delivery business is that it is occasion driven. People are searching for a gift, not necessarily for fl owers or plants. More than other cut fl ower and potted plant retailers, online shops compete with businesses outside the sector, such as wine-order companies and widely assorted online shops like amazon.com. It

is expected that the online business will expand rapidly (double-digit numbers) in the coming years, partly at the expense of fl ower and plant delivery through local fl orists. Online sales will likely come partly from new consumers, as current online shops are fi nding that a large share of consumers who order fl owers via the internet have never ordered fl owers before.

New marketsnew sourcesFurther east, growth in markets like Russia and Poland has been robust over the last decade. Although absolute fl ower and plant consumption there remains small, a high-earning consumer base and an expanding market will likely steer future growth (Figure 4). Over the next few years, the fl oriculture market in these regions and other central and eastern European countries is expected to grow by an average of 5 to 10% annually. In many eastern European countries, street stalls, markets and kiosks are the main sales channel for cut fl owers.Despite the anticipated growth, challenges remain. For instance, the wholesale and trade business is very vulnerable to shocks in exchange rates and energy costs because of the increasingly global-focused business environment. Th e Netherlands, Colombia, Ecuador and Kenya are the main fl oriculture export nations, and the Netherlands is the main cut fl ower and potted plant trading hub within the European and African trading area. However, the fl ow is changing direction as new sourcing areas have emerged, such as China, India, Ethiopia, Th ai-land and Turkey. More and more, companies from emerging fl ori-culture nations, in particular India and China, are also stretching their tentacles into African and European fl oriculture. In general, cross-border, even cross-continent investments are becoming more

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China Russia

PolandHungary

Slovakia

Portugal

Czech Rep.

Slovenia

Spain

Germany

France

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

0

10

20

30

40

50

60

70

80

90

purchasing power per capita (EUR)

EUR/capita

Italy

Greece

Finland Belgium

UK

JapanNetherlands

Switzerland

Norway

Denmark

Sweden

US

Ireland

Source: Rabobank, based on the Flower Council Holland and World Bank, 2008Note: Floriculture consumption in general is strongly related to income levels, especially for cut fl owers.

Purchasing power and expenditure on cut fl owers, 2007.

6001487_08_Rabo.indd 10 25-03-2009 14:13:11


CCCCCoooooopppeeerrraaattttiiiiivvveee rrreeettttaaaiiiiinnnsss ttttrrruuussstttt The Rabobank Group ranks

among the world’s fi fteen

largest fi nancial institutions.

Its dedication to the Food and

Agribusiness Chain began at the

end of the nineteenth century as

a collection of small rural banks

in the Netherlands. Rabobank’s

understanding of the industry

from the ‘micro’ of local regional

farming conditions to the ‘macro’

of international commodity trade

markets has since grown into

an extensive fi nancial group

delivering fi nancial solutions

to more than 9 million clients

worldwide through a network of

branches in 41 countries. The ne-

arly 85% market share in primary

horticulture and agriculture in the

Netherlands is complemented by

services to corporate and retail

businesses both in the Nether-

lands and abroad.

The 2008 annual results, presen-

ted by the Rabobank Executive

Board in March, show the

Rabobank is retaining a stable

position with net profi t up 2% to

€ 2.8 billion. The negative effects

of the credit crisis on net profi t

were € 0.7 billion in second

half of 2008 and € 0.5 billion in

the fi rst half year. The Executive

Board Chairman, Bert Heemskerk,

commented:“2008 may rightly be

called a historic year. The sub

prime crisis in the United States

escalated to become a deep

and worldwide fi nancial crisis.

Regrettably, it has meanwhile

developed into an economic cri-

sis. The banking sector suffered

unprecedented and far-reaching

consequences. Across the globe -

and in our country, too - bankrupt-

cies, government interventions

and nationalisations were order

of the day. It is diffi cult times

like these that the benefi ts of a

cooperative bank clearly come

to the fore. Our societal oriented

business culture, which is based

on the Rhineland model, our de-

mocratic consultative structure,

our prudent risk management, our

sustainable remuneration policy

– all these factors, combined with

our strong fi nancial performance

and solvency, have contributed

to Rabobank Group’s continuing

stable performance. In addition,

we continued to serve our clients

without the help of others.” In

the annual results the Rabobank

lending to the Dutch small and

medium enterprises (SME) sector

was up 21% to € 55.7 billion.

common in fl oriculture. Even-tually, for European companies who strive for continuous growth, involvement in non-European distribution centres and channels would be a logical step.Furthermore, distribution proces-ses will change drastically. A growing share of supply will not be present in wholesale markets and auction buildings but will be transported directly from the pro-ducer to the wholesaler or retailer. Th e total supply chain will operate much more effi ciently and become more transparent in the future. Physical product fl ows and virtual information fl ows will be more and more separated.For the European fl oriculture wholesale and trade business these developments are both a threat and a challenge. Wholesale and trade companies need to add value other-wise they will become redundant. Th ey could succeed in becoming the essential link between production and retail either by off ering services related to logistics and marketing or by providing unique products, making them the pivotal link in the value chain (Figure 5).Currently, European fl oricul-ture wholesale and trade is still very

Source: Rabobank, 2008Note: In the higher-end market segment, companies that have either a deep understanding of markets or products or a large extent of fl exibility or innovativeness will be successful. In the lower-end market, suppliers to retail multiples, discounters, and D-I-Y (Do it Yourself) stores can only survive by use of outstanding logistics, constant quality and low costs.

FFFFFFiiiiiiggggguuuurrrreeee 5555555.. MMMMMMaaaarrrrkkkkkkkeeeetttttiiiiiinnnnggggg sssseeeegggggmmmmeeeennnntttttssss..

Online shop Gardener

Plant decorator

Interior design shop

Garden centre

(Online) gift shop

Petrol station

D-I-Y market

Discount supermarket

Service supermarket

Street market, kiosk

Floris

t

To be different

To excel

High price

Mass,

ordinary

Low price

Exclusivity,

value

added,

service

fragmented and the number of large companies is limited. As a result of the harsh business environment - increasing transportation costs, the strong Euro, retail pressure and the ageing of company owners - consoli-dation has taken off and is expected to continue in the coming years. |||

Th is information is taken from a European Floriculture Wholesale and Trade report written by Cindy van Rijswick from the Rabobank Food & Agribusiness Research and Advisory (FAR) unit ([email protected]).

6001487_08_Rabo.indd 11 25-03-2009 14:13:18

At the point of sale, packaging provides

an opportunity to create clearer

market distinction for products and

stimulate impulse sales; a move gaining

momentum among growers.

Packaging

by Anabel Evans


attractive. Additionally, the pot form guarantees a good, humidifi ed plant microclimate with a shop fl oor life of two weeks.” Vitro Plus persuaded their local Albert Heijn supermarket to test some Musthaves. A French student, Justin van der Putten from CAH Dronten, managed the tests as part of his traineeship at Vitro Plus. He says, “In an initial trial sales were sluggish due to the presentation of one colour, one type and one size of fern. Only a third of the required turnover was realized. In a second test in December, four diff erent ty-pes of popular ferns were presented in two supermarkets. In terms of sales, the impact of the display was sustainable within 20 days. Th e life cycle of the display lasts up to six weeks by renewing the assortment on the shelves.” Van der Putten’s ex-perience stresses the importance of a complete shelf presentation where a combination of products draw more consumer attention. Kraaijenbrink adds that the Musthaves name is purposely not related to the fern, and therefore if required, other green

The packaging and labelling industry is a discerning partner for the ornamentals

sector, developing technology to give products physical protection (from external impacts and each other), communicate how the products can be used, add convenience in hand-ling and make a sales presentation more appealing. Already for some years packaging choices have been used by businesses to create a stron-ger market identity, by replacing simple sleeves and labels with more stylish designs, most often denoting a trademark. Th e next step is to communicate more directly with consumers and provide convenience for retailers; marketing moves that are also widely evident. Last year at the Horti Fair, for example, the Innovation Award winner was Flo-raHolland’s ‘Be Aware Get Better’, which introduced six retail concepts based on the theme of sustainability; a subject said to “make or break your reputation” in a new consumer study out in the USA (see “Sustaina-bility and packaging choices”). A recent project by the Dutch fern company Vitro Plus has concentra-ted on the aspect of convenience. Ellen Kraaijenbrink from Vitro Plus explained their dilemma saying, “Ac-cording to a report from the Dutch Product Board of Horticulture (Productschap Tuinbouw) ferns have a rather dull image. We are also con-scious of the modest demand from retailers who are not specialists in the plant trade. We therefore set to work on developing a sales concept to catch the eye of consumers which at the same time required minimum maintenance by the retailers. Th e result is the ‘Musthaves’ display with individual ferns presented in a pro-tective cardboard pot with a plastic coating; being light, waterproof and easily printable the pot has ideal cha-racteristics - convenient, clean and

Treading the path to retail

Vitro Plus has developed a Musthaves dis-play that comprises a wooden disposable tray, a cardboard display, a loose top card and a covering box. The covering box ena-bles easy transport of the entire display, including the plants in their decorative packaging. As for the shop manager, it’s only a case of removing the covering box, placing the top card and that’s it!

6001487_12_packaging.indd 12 25-03-2009 14:13:48


or even fl owering plants could be presented in the display.At the FLORALL in March, the Speciale partnership, consisting of nine Belgian growers located in the Ghent region, were also exhibiting some new retail concepts, expan-ding on the new watering system introduced by azalea grower Kris Flore at Plantarium 2008 (a plastic pot equipped with a taper at the bottom fi ts in a trendy cover pot with a guaranteed reservoir of water to increase the shelf life). In their garden range is the Patio Rhodo-dendron packaged under a Colours of the Himalayas theme with a grab-and-go handle; a concept proof brought to the attention of retail has clarifi ed important details about the horizontal positioning of both the

barcode and consumer information. In the gift market, a selection of print designs on brightly coloured holders (suitable for various azalea pot sizes) with ribbon handles bring a new look depending on the seasonal celebration, e.g. Halloween, Christmas and Valentine’s Day. Pro-tective, decorative plant holders with handles are also being introduced for the Clivia and Jewel Orchids by Speciale.Accentuating the professionalism of grower eff orts to inform and inspire retail and category managers about the absolute latest develop-ments in indoor plants, pottery and packaging, a 900 m2 Green Event Centre was opened in March in the Netherlands. Th e Green Event Centre is the result of a partner- >>>

ship between Bunnik Plants, Rene van Lint and Gebr Van der Salm. Described as Holland’s biggest showcase for indoor plants, added value will be one of the key phrases of the Centre which changes its theme every six months. Th e Green Event Centre will be featuring six miniature houses with 12 diff e-rent themes developed by Bunnik Creations like Christmas, China and the Mediterranean World. Th e Bunnik company produces up to 38 million indoor plants each year, the retail supply chain being one of their biggest customers.

Cooler protection for cut fl owersIn the cut fl ower sector, a cool chain represents a protective packaging element with a controlled environ-ment 24/7 from harvest to point of consumer purchase being the best solution for high quality fl owers. However, the worst scenario is that cut fl owers that have benefi ted from a cool chain throughout the supply chain arrive in the retail store and

Very Speciale!In the garden range of the Speciale part-nership is the Patio Rhododendron pac-kaged under a Colours of the Himalayas theme with a grab-and-go handle.

6001487_12_packaging.indd 13 25-03-2009 14:13:56

Packaging


SSSSSSuuuussssttttaaaaiiiiinnnnaaaabbbbbbiiiiilllllliiiiittttyyy aaaannnndddddd ppppaaaacccckkkkkkaaaaggggiiiiinnnngggg cccchhhhhhooooiiiiicccceeeessssPackaging defi nitely counts in the

concept of sustainable develop-

ment as Jennifer Duffi eld White

reports in her GreenTalks sustai-

nability e-news2 from the USA on

February 27, 2009: Anecdotally, I

know a lot of you are trying out

some sort of packaging alterna-

tive, from high-end upgrades to

biodegradable pots and resins for

post-consumer material. The plant

container that ends up in landfi ll, is

after all, the most conspicuous waste

our industry produces in the consu-

mers’ eyes. Our industry, though, isn’t

the only one attempting to “green” up

its packaging image. Check out the

Hartman Group’s Sustainability: The

Rise of Consumer Responsibility3,

which affi rms the fact that sustaina-

ble packaging might not be a primary

purchase motivator, but it sure can

make or break your reputation.

The study showed that the number

one thing consumers respond to in

regards to sustainability is how the

product is disposed of (is it recycled,

reused or reduced?).75% said it was

“very important” or “important” to be

able to return a product’s vessel to

the marketplace via curbside bins.

Biodegradability ranked second in

packaging preferences. Meanwhile,

minimal packaging ranked third

(even though it probably requires

less energy than recycling or biode-

grading). Finally, they chose recycled

content, refi llable containers, contai-

ners to reuse for other purposes and

compostables.

SUSTAINABLE … WHAT?

In the same study, noted above, the

Hartman Group also highlighted

the fact that sustainability is not a

household word. When pressed,

they say, many individuals are

unsure what it means. In 2007,

54% of their respondents were

familiar with the term “sustainabi-

lity”, yet in 2008 that number was

nearly identical at 56%. That could

explain why 71% didn’t know or

were uncertain which compa-

nies support sustainable values.

However, the majority of the 1,600

people interviewed still identi-

fi ed positively with the term. The

take home: just slapping the word

“sustainable” on a product proba-

bly isn’t going to boost sales or win

loyalty, especially in that half of

the population who can’t defi ne the

word. Instead, think about telling

the story on what makes your com-

pany or product a good, responsible

choice. The “why” and “how” is

just as important as the “what.”

RETAIL EXPERIENCE

Here’s another interesting obser-

vation from the study, retail stores

are more than just the prime spot

for linking suppliers and consumers

looking for responsible goods and

services. They concluded, “Con-

sumer experiences in-store have

the biggest infl uence on overall

perceptions about the retailer and

its relation to sustainability.” What

kind of experience do you offer?

are then left in small buckets close to a shop entrance where they are exposed to draft, heat and rough handling. Th is reduces the vase life for consumers and increases the waste percentage for retailers. Flower coolers are already in use in several supermarket chains in Europe. In March, Scandinavia’s largest garden centre chain com-mitted to a similar cool chain strategy after a test run using fl ower coolers was completed with success. Th e Plantagen chain with outlets in Norway, Sweden and Finland plans to equip all its centres (more than 90) with the coolers from Floratech Europe. Th e coolers ensure longer shelf life due to the patented, boundary layer, airfl ow design1. Each centre

will have two coolers and two dry sections, which together will form an island of fl owers, thus creating an autonomous section of the garden centre. Albertjan van den Burgt, category manager for Plantagen, is the coordinator for the entire project: “Plantagen has always had a focus on quality and has until now displayed the cut fl owers in walk-in cold stores. With the new technology sup-plied by the Floratech coolers we will still be able to off er the best possible quality, but at the same time we have made it easier and more inviting to buy a bouquet of fresh fl owers. Th is will no doubt stimulate impulse sales.” |||

1FCI November 2008, pg 19 Horti Fair

2 https://www.ballpublishing.com/BPSubscriptions/newslettersignup.aspx?newsletter=greentalks3 http://www.hartman-group.com/publications/view/81

Seasonal campaignfrom startTh e higher-end sales concept and promotional campaign for “Ice Cry-stal”, the newest member of Düm-men’s Premium series, introduced at the IPM Essen, is being launched in the German market fi rst. Th rough presentations, mailings, fl yers and POS material, the German retail, trade and consumer press are gradually being informed about the new sales concept. Th e red and white Christmas colours of Ice Crystal packaged in a decorative printed box is being positioned to stimulate sales later this year.

Floratech Europe’s coolers form an island of fl owers.

6001487_12_packaging.indd 14 26-03-2009 09:54:59

Does Mother Nature agree?On the wall, next to my desk, I have a newspaper article dated the 26th

of June 2008. Th e content of the article is too much to comprehend af-

ter just one reading, that’s why I have put it next to my desk, to remind

myself to read it from time to time. Th e article is about a fl oating island

in the Pacifi c Ocean to the west of San Francisco.Th e island is hovering

just underneath the surface of the Pacifi c Ocean. It is unimaginably big.

It is estimated to be the size of Portugal, Spain and France put together.

Discovered about 10 years ago the island consists entirely of plastic

debris. Th e UNEP – the ecological department of the UN – is sending a

ship to research this huge pile of waste. Th e Ocean Conservancy states

that the waste consists of 13% plastic bottles, 9% plastic bags and the

rest is millions of drinking straws, milkshake covers, beach toys, old

fi shing nets and lines and agricultural plastic foil. It is known that the

seas of our world carry about 46,000 pieces of plastic per square mile.

Th is huge pile of waste absorbs all kinds of toxic waste (such as DDT

and PCB’s). It is clear that it therefore impacts on the oceans micro-

biology and ecological systems. Th e eff ects are as yet unknown, but it

is clear to anybody that the eff ects will not be positive. Apart from the

toxic eff ects which end up in our food, the plastic debris also ends up in

the stomachs of birds and fi sh which, because they have a full stomach,

do not feel hungry anymore and eventually die. One study in the north

of Holland has shown that on average each bird carries about thirty dif-

ferent pieces of plastic in its stomach. Another article dated the 28th of

August 2008 is titled ‘Horticulturists transfer to biological degradable

plastic’. However, a survey of 300 Dutch growers shows that 65% of the

growers fi nd it unimportant that production is placed in environmen-

tally friendly packaging, but the expectation is that this will change in

the coming fi ve years. Because of the increasing temperatures around

the world sea levels are changing. Consequently, we will have to adjust

our way of living and think deeply about how we use the resources of

our planet. Some countries will not be able to deal with increasing sea

levels and large numbers of people will need to look for new land to live

on. Th e eff ects will be huge. Due to modifi ed water systems commonly

used production systems will have to be adjusted. We will have to learn

again how to survive on our planet. When I am reminded of the ‘island

of plastic’ in the middle of the Pacifi c I get an awkward feeling; I realize

that I am a human being living in a world full of overblown luxury for

which I am partially responsible. I was born and raised in horticulture,

but at some point it is clear that we have to make choices, choices that

will aff ect the lives of our unborn children. Th e world is changing as

consumers become increasingly aware of environmental topics such as

temperature increase due to escalating CO2 levels and the melting of

the polar icecaps. Other issues concerning the sustainability of water-

use and food production are also hot topics. It is a critical time for our

planet and for producers around the world to opt for sustainability;

sustainability for water, for climate, for food and for health. Th e questi-

ons for you are: How will you adjust? How much longer will you be able

to sell your products if Mother Nature doesn’t agree with your methods?


Jan Hein Blom is senior real estate project developer with Legmeer Vastgoedontwikkeling

in Aalsmeer, the Netherlands. [email protected]

Awarenessby Jan Hein Blom

Green Event CentreAccentuating the professionalism of grower eff orts to inform and inspire re-tail and category managers about the absolute latest developments in indoor plants, pottery and packaging, 900 m2 Green Event Centre was opened in March in the Netherlands.

6001487_12_packaging.indd 15 25-03-2009 14:14:12

ANGERS: The 24th Salon du Végétal

closed its doors on Friday 18 February 2009. Despite the

economic downturn 16,121 visitors

descended on Angers to see the absolute

latest in cut fl owers, potted plants, trees,

shrubs, bulbs, bedding plants and fl oral

products. The 639 (622 in 2008) exhibitors from 13 countries were able to look

back on a successful show where good

business was done.

Salon du Végétal

by Ron van der Ploeg


on in stylish compositions. Th e 1,200 m2 area dedicated to cut fl owers included 31 exhibitors of fl owers and fl oral supplies.

InnovertInnovation is the key phrase in the French fl oral sector and maybe that’s why the novelty competition ‘In-novert’ is gaining a lot of interest. Ac-cording to exhibition manager Serge Tsvétoukhine a record number of 80 new products have been registered, an increase of 20% compared to last year. In the end 44 products were selected to participate in the Innovert competition. Most novelties were to be found in the ‘greens’ category.Th e vegetative Lobularia maritima ‘Snow Princess’ from the German breeder Kientzler took fi rst prize. Th is Lobularia doesn’t go to seed and pro-duces an abundance of large, white, very fragrant fl owers throughout the summer and up until the fi rst frosts. Its trailing habit makes it an ideal hanging plant. With good tolerance to bad weather (rain, wind and hail) Lobularia maritima ‘Snow Princess’ is a Proven Winners product.

While the forests and meadows from France’s horticultural heartland,

the Pays de la Loire, were reawa-kening from a long, cold winter, much of the fl oricultural industry of France and Europe were enjoy-ing the fi rst signs of spring at the Salon du Végétal which was held from February 17 -19 at the Angers Exhibition Centre.

New opening timesTh is year the show was held from Tuesday to Th ursday instead of Wednesday to Friday as in previous editions. Th ere is no doubt that in the long run this change will play to the advantage of France’s most important horticultural trade show, but this year it appeared that most visitors were not yet used to the new opening times. As a matter of fact Tuesday attracted only 24% of the visitors, whereas on Wednesday and Th ursday attendances were 40% and 36 % respectively of the total visitors.

Landscaping sectorA fi rst for the Salon was the ‘Pôle Es-paces Verts et Aménagements’, a new pavilion where industry professionals can catch up on the latest develop-ments in the landscaping sector. An accompanying program of confe-rences presented three prestigious landscaping projects: ‘Terra Botanica’ in Angers, the tramway in Montpel-lier and the ‘Deule parc’ in Lille.

Cut fl owersTh e ‘Bouquets d’Aujourd’hui’ exhibition island featuring fl oral arrangement demonstrations by Jean-Louis Anxoine and his team is already very popular with fl orists. Launched for the fi rst time in 2008, the Bouquets d’Aujourd’hui once again attracted an increasing number of French fl orists who saw typical French cut fl owers such as Hydran-gea, lily and anemone being worked

France celebrates spring with Salon du Végétal

Th e jury of professionals also awarded the shrub Daphne odora Marianni ‘Rogbret’ with a fi rst prize. Th is evergreen shrub has shiny, dark green foliage with light yellow edges and has defi nitely more intense variega-tion than Daphne odora ‘Aureomar-ginata’. Th e shrub blooms in early spring from February to March with small, very fragrant, purple fl owers.FitzGerald Nurseries from Ireland entered its variegated Yucca gloriasa ‘Bright Star’ in the Innovert Com-petiton. Althought it didn’t win a prize but, the plant is worthwhile mentioning.’Bright Star’ was develo-ped by Tim Crowther of Walberton Nurseries, West Sussex, England. It features long, broad leaves with bright gold bands along each side. It makes a tight rosette that is instantly eye-catching, brighter than other varieties and with a greater propor-tion of the leaf coloured gold than in competitor varieties. Mature plants produce branching stems with large creamy-white bell fl owers. ‘Bright Star’ makes an excellent container plant and is also very eff ective as a border or landscape plant. ‘Bright

6001487_16_Salon.indd 16 25-03-2009 16:21:13


Star’ is protected by EU Plant Variety Rights and US Plant Patent under the name WALBRISTAR. It is licensed in the EU by Plants For Europe Limited, the leading independent breeders’ agent, based in East Sussex. Fitzgerald Nurseries Limited is licensed to produce and sell Yucca gloriosa ‘Bright Star’.Ca-mellia japonica ‘Kerguelen’, created by Stervinou Nurseries in Brittany took the silver medal in the Innovert Competition. Camellia ‘Kerguelen’ is a mutant of the good old Camel-lia ‘Nuccio’s Cameo’. Yves-Marie Stervinou explains that ‘Kerguelen’is unique because it has deep pink fl owers which match beautifully with the variegated foliage featuring dark green, cream, silver and light green. “Camellia portuense has also variegated leaves but is single fl owe-red. ’Kerguelen’ has beautiful double fl owers that show up from February to April.” Yves-Marie ensures that the variegation will remain stable as there are no green shoots. ‘Kerguelen’ has an upright and compact habit and a good resistance to diseases.A range composed of an assortment of Gardenias, Hibiscus and Hy-drangeas, specially acclimatised for outdoor shelf sale and presented in a window box of 50 cm diameter and a grey-blue pot of 29.50 cm won the fi rst prize in the category Best Commercial Plant meanwhile in the Best Non Plant category the Ilot Full Garden took fi rst prize.Th e Ilot Full Garden features a multi functional display for plants and related products.

Espace InspirationWith an area devoted to stylish, environmentally responsible products, the ‘Espace Inspiration’ served as a platform for the young students of the Lycée Jean Monnet des Herbiers. Th is area featured some fantastic new presentations and news ways of using plants. “Sustainable plants” being this year’s theme, the students only worked with products which were considered to be eco-friendly. Th e selected plants for this year were Cordyline australis, azalea

IIIIIIImmmmmpppppuuuuulllllllssssseeeee ppppprrrrroooooddddddduuuuuccccctttttsssss

At the 2009 Salon du Végétal impulse products

took centre stage. One good example of an im-

pulse product would be the MyPlant concept

of FitzGerald Nurseries of Kilkenny, Ireland,

which was awarded with the Plantarium

Press Prize last year. MyPlant includes an

elegant range of patio and garden plants

like buxus, dahlia, libertia, cordyline and

carex, specially developed and selected

as easy-care, weather tolerant plants.

FitzGerald Nurseries ensure that plants in

the range are thoroughly researched and

non invasive, PGR free, sourced only from

ethical breeders and not uprooted from

native environments.

The Dutch Van Vliet Flower Group introduced

Aqua Décor, a sales concept for aquarium

plants and accessories (vases, gravel) on a

metal display stand which lets the consumer

either buy different items separately, or buy

ready-made arrangements. Aqua Décor fea-

tures 70 varieties. The pot colour indicates

the price band. Large assortment which can

be adapted according to the space in the

retail outlet. Finally, the Belgian company

Decock Pelargonium showcased its Basil

Bonsai El Greco. El Greco is a grafted basil

plant in the form of a small tree on a stalk,

presented in attractive packaging containing

advice on how to care for the product.

and fern. A really cool novelty was a fern in a so-called ‘Vital’pot that recreated the rhythm and movement of human breathing (inhalation and exhalation). ‘Vital’ reminds the consumer that, besides its decorative aspect, a plant is a living being. It expels the oxygen that humans need and plays a part in purifying the air. A silent motor makes a cam rotate which makes the sides move in a regular motion, just like human lungs. When the plant is run-ning out of water, the device stops breathing. ‘Vital’ by Johanna Robin and Marine Lacouture took the gold trophy. Th e Nymphea concept by Pierre Barach presented a new way to protect plants from frost. Nymphea consists of a base to place at the foot of the plant and seven

identical pieces which slot together and support each other. Curving around the plant these pieces form a cocoon which protects the lower parts of the plant from frost. |||

Next year the show will be held from Tuesday 16 to Th ursday 18 February.

MyPlant concept of FitzGerarld Nurseries. Basil bonsai by Decock from Belgium.

Lobularia ‘Snow princess’.

6001487_16_Salon.indd 17 25-03-2009 16:21:22

A study to better understand the

optimum conditions for Easter lily bulb

production makes a preference for scale bulblets and reports on temperature and nutritional effects.

Bulb Production

by Paul Nelson, Carl Niedziela, Seung-Hyun Kim,

and August De Hertogh


when are they needed during the growth and developmental cycle.

Bulb typeOur primary goal was to maximize bulb production and it was found that scale bulblets were superior to stem bulblets. Th e weight of basal bulbs produced from stem bulblet plants only increased from 7.0 to 9.8 grams; while those from scale bulblet plants increased from 5.9 to 12.2 grams during the course of the ex-periment. Bulb circumference, used by the commercial bulb industry, followed a similar pattern. In addi-tion, a larger percentage of the stem bulblets (35%) were “no-shows” (i.e., bulblets that did not produce shoots that emerged from the bulb) in com-parison to the scale bulblets (10%). Th erefore, scale bulblets would be the preferred bulblet type for pro-pagation. If stem bulblets are used, the planting density would have to be increased to compensate for an increased number of “no-shows”. Scale bulblet plants also produced the largest number of stem bulblets. In addition, basal and stem roots developed earlier on scale bulblet plants. Th is is refl ected by the incre-ased weights of both types of roots at the end of short days. However, at the end of the experiment, weights of both types of roots were similar on scale and stem plants. Bulblet type did not infl uence the number of fl owers formed. Th us, it was

the second objective of this study. Th e timing of fertilizer applications, identity of the required nutrients, and needed quantity (rate) of the nutrients are dictated to a large extent by the capacity of soil to contribute and retain nutrients and the eff ect of the prevailing rainfall on nutrient leaching. Variations in these soil and climate factors across production areas obscure our know-ledge of plant nutrient needs and also explain why recommendations and practices diff er widely from one production area to another. Th us, the third objective of this study was to determine which macronutrients [nitrogen (N), phosphorous (P), or potassium (K)] are required and

Easter lily (Lilium longifl orum) bulbs purchased for forcing are produced in a limited

number of areas in the world. Th ey require very specifi c soil, moisture and climatic conditions. Since bulb production occurs in the fi eld, the annual prevailing temperatures can vary considerably. Th e eff ect of these variations on bulb growth and de-velopment are not fully understood. Th us, it was the primary objective of this controlled environmental study.In the Pacifi c Northwest of the US, bulbs for forcing require three years to be produced using the current fi eld production system. Th ey may originate from either stem or scale bulblets. Stem bulblets are removed from the below ground portion of the stem of the lily plant after it is pulled. In contrast, scale bulblets are generated on detached scales taken from selected mother bulbs after the commercial bulbs have been harvested in the fall. Known as “yearlings”, bulblets must be grown for an additional two years to reach forcing size. Th erefore, yearling scale and stem bulblets were compared as

Closer control over Easter lily

TTTTTTTaaaabbbbbbbllllllleeee 111111..

Treatment No-shows

(%)

Basal bulb wt. (g)

Basal root wt. (g)

Stem root wt. (g)

No. fl ower buds

per plant

Abort.(%)

10/6 °C 5 6.06 6.22 1.02 1.0 0

14/10 °C 5 7.14 8.29 7.22 1.3 10

18/14 °C 25 14.54 4.20 4.67 1.1 0

22/18 °C 30 14.41 2.52 2.82 1.3 10

26/22 °C 50 18.38 1.86 1.47 0.9 31

30/26 °C 30 10.10 1.58 0.29 0 75

Variable 0 6.94 4.39 4.38 1.4 5

Greenhouse 35 10.49 3.73 2.67 2.0 0

Table 1. The number of “no-shows”, basal bulb fresh weight, basal root fresh weight, stem root fresh weight,

number of fl ower buds, and percent meristem abortion of Easter lilies as infl uenced by eight temperature regimes.

Temperature responses after 107 days under short days.

1 The variable treatment simulated seasonal fi eld temperatures in the coastal bulb production area of northern California.2 The greenhouse received natural photoperiods and was set to be cooled at 22°C (day) and 18°C (night).

6001487_18_Lily.indd 18 25-03-2009 14:15:55


concluded that scale bulblets are the preferred propagation material.

TemperatureTreatments consisting of continious temperatures in controlled envi-ronments indicated that maximum basal bulb weight was achieved in a day/night termperature regime of 26/22°C followed by both 18/14 and 22/18°C (Table 1). Greenhouse and variable temperature regimes resulted in less growth. Tempera-tures of 30/26°C must be avoided due to lower bulb yield and foliar injury (Photograph 1). “No-shows” increased with increasing temperatu-res with a signifi cant number being found initially at 18/14°C. Root fresh weight was greatest in the range of 14/10°C to 18/14°C and declined at higher or lower temperatures. Flower number was maximum in the range 10/16°C to 22/18°C and meristem fl ower abortion occurred at 26/22°C and 30/26°C. Our results suggest the possibility of producing bulbs in a controlled environment with an initial temperature of 14/10°C to minimize “no shows” and maximize the basal root system and 26/22°C after shoot emergence to maximize basal bulb fresh weight and circumference.

NutritionApplication of the three nutrients (NPK) was required during the short day period. When one of the three nutrients was omitted, there was a reduction in shoot weight, stem bulb weight, stem bulb root weight, and the number of fl owers produced. When N or P, but not K, was omit-ted there was a further reduction in basal bulb root weight. Also, with the absence of P, shoot length was reduced. Withholding N, P, or K, or all three nutrients had no infl uence on the number of “no-shows”. Over-

all, while there was a requirement for N, P, and K, the absence of N and P fertilization had a greater negative impact on growth and development than the absence of K.Plants tested during a subsequent long day period had been fertilized with a complete fertilizer during the previous short day period. Omission of N, P, or K singularly or in combination during the long day period had no eff ect on production of basal bulbs. Omission of the three nutrients resulted in a re-duction of shoot weight. Defi ciencies of either N or P, but not K, increased the number of fl ower abortions, but only in the 26/22°C and 30/26°C temperature regimes. When each nutrient was omitted during long days, the concentration of N and P in basal bulbs at the end of the experiment did not diff er from the concentrations at the start of the experiment. However, omission of N, P, or K did result in a lower concentration of K at the end of the experiment, a factor that could aff ect basal bulb yield in the third year of production. Th is indicates that all three nutrients may provide a benefi t during the long day period. However, the demand for nutrients during the long day period was much lower than during the previous short day period, indicating strong reliance on translocated nutrients during these later stages of development. |||

Paul Nelson and August De Hertogh are in the Department of Horticultural Sci-ence at North Carolina State University in Raleigh, N.C. 27695-7609 U.S.A.; Carl Niedziela is in the Department of Biology at Elon University, Elon, NC 27244, and Seung-Hyun Kim is in the Department of Landscape Architecture at Sangi Youngseo College, Won Ju, Kangwon Do, R.O. Korea 220-713. Th e authors thank the Easter Lily Research Foundation, 96370 Wildwood Road, Brookings, OR 97415 for technical information; Dahlstrom and Watt Farms, Smith River, Calif. and Fred C. Gloeckner Co., Harrison, N.Y. for supplying bulblets; and the NCSU Phytotron staff for cultural assistance.

Editor note: Complete details on the study procedures, temperature results and references are available on the FCI website, April issue.

Th e lesson of the cowAbove his desk my father had a cartoon pinned on the wall. Th is

cartoon showed two farmers fi ghting for a cow; one pulling her

head, the other pulling her tail and in the middle were two lawyers

happily milking the cow. Th is cartoon comes to mind when I am

thinking about the crisis the world is in at the moment. Th e banks

are comparable to the cow with governments pulling the head and

companies pulling the tail. Governments want to take over and

heavily support banks because they are convinced solid banks are

necessary for society and the economy; companies want banks

to supply credit so that they are able to stimulate the economy.

In the middle the bankers and shareholders, as ever, are sitting

quietly collecting their bonuses and dividends and nobody seems

to notice them. Have we heard a sorry from the bankers who made

the fi nancial world explode? Do we see any plans from bankers to

give the economy a push? I haven’t, but what I do see all over the

world is governments struggling with ambitious plans and compa-

nies struggling to survive. I also see shareholders of several banks

bringing cases for compensation to court; they wouldn’t have had

anything left at all if governments hadn’t put in all the money

from the tax payers, like you and me, and all those from the next

generation. I think it’s a strange world!

Huge companies are asking for support and will probably get it

because so many jobs are likely to disappear if they go bankrupt

and unemployment is not going to help the situation. Small

companies have to do it all by themselves and are experiencing

that fi nding credit for investment is becoming more and more

diffi cult. Moreover, it is noticeable that countries are falling back

on national protectionism and thereby hampering international

trade. Stricter phyto-sanitary requirements based on false argu-

ments are entering the fl oral sector and reasons for opting out of

the governing EU and WTO regulations are created to support the

national industries with subsidies.

I was taught to think of simple solutions, even for diffi cult issues.

My suggestion are: lower the interest rate for credit, this will help

to encourage investment and create jobs; lowering the tax rates

will leave more money in the pocket of consumers; stimulate free

trade because this will create global economic growth; make banks

return to their core business, collecting money from people with

surplus so others can get loans to invest. Th ere is no need for

banks to earn huge sums in order to pay greedy bankers’ bigger

salaries and shareholders higher dividends. A cow is an instrument

that enables farmers to produce a product that consumers need,

it is not a money maker for third parties. Th e same philosophy

should also apply to the banks. Let’s call this the lesson of the cow

and practice it as from today.

Globe

Sjaak Langeslag is director of Agriraad, strategy and consultancy. He also is Secretary General of AIPH

and president of the Royal General Bulbgrowers’ Association (KAVB) in the Netherlands.

[email protected]

by Sjaak Langeslag

6001487_18_Lily.indd 19 25-03-2009 14:16:00

Mealybugs suck the sap from plants and

cause signifi cant reductions in yields as well as being the

cause of the black sooty mould which

grows on the sugary substances that drips

from their bodies.

Crop Protection


Low pesticide, biological programmes for spider mite control have been blamed

for the upsurge in mealybug in Holland and Kenya. However, if spider mites are controlled quickly using very high levels (1- 2 million per hectare) of the predatory mite Phytoseiulus, then spider mites can be cleared within 8 weeks. After this time, the grower can use less compatible pesticides to clear the mealybugs. It is important to identify the species of mealybug present in the crop because some have egg sacs (citrus mealy bug, obscure mealybug and Mexican mealybug) and others (long-tailed mealybug) do not have egg sacs but give birth to live young. An important predator for mealy-bug, Cryptolaemus montrouzieri, lays her eggs only in mealybug egg sacs – so if the mealybug species does not produce an egg sac, it is not possible for the Crypto-laemus to reproduce in the rose crop. However, if Cryptolaemus larvae are used instead in the IPM programme – the lack of egg sacs is not such a problem as the young Cryptolaemus larvae are voracious feeders and will clean up any type of mealybug hotspot.Th e citrus mealy bug (Planococcus citri) is a common pest of roses and gerbera. Th e females are oval

Mealybug in roseswith a circumference of short waxy fi laments around the edge of the body and a central depression along the middle of the back. Th e female secretes a waxy woolen ‘nest’ into which she lays between 100 to 600 eggs. Male mealybugs are small winged ‘wasps’ that live only for a few days, mate, and then die. Th ey are attracted to the females by pheromones. Artifi cial pheromo-nes can be used to lure and trap the males and are available from bio-control companies. If females are not mated, they either lay no eggs or only produce more males depending on the species. So it is important to reduce the number of male mealybugs.Th e Koppert ‘Knowing and Recognising’ Book is a useful reference, as is the UC Davis web-site www.ipm.ucdavis.edu A wide range of pheromones can be sourced from Syngenta Bioline www.syngenta-bioline.co.uk Good scouting is the most essen-tial element of an IPM programme so that hotspots can be treated quickly. People working in crops help spread mealybug, so access to hotspot areas should be restricted or work there undertaken at the end of the working day. Mealybug bio-control agentsTh e predatory beetle, Cryptolae-mus montrouzieri is the bio-control of choice if mealybug infestations are very high, as a female can lay up to 400 eggs – one in each mealybug egg sac. Other parasitoids such as Leptomastix dactylopii, Anagryus pseudococci and Coccidoxenoides perminutus are more suitable if the mealybug populations are low and more widely dispersed. For more details on application rates and practical information see the full text of this article on the website of Floraculture International> www. fl oracultureinternational.com> services.> FCI In Detail

Entomopathogenic fungi such as Beauveria bassiana are registered for mealybug control (BotaniGard). Even entomopathogenic nemato-des (Heterorhabditis) off er some reduction in mealybugs which are overwintering in the soil – in fl ower production areas where temperatu-res drop in the winter.

Pesticides for mealybugInsect Growth Regulators (azadi-rachtin and kinoprene); neonicoti-noid pesticides (imidacloprid and thiamethoxam); organophosphates (acephate); penetrating oils (neem oil and fi ne oils); botanical pesticides (pyrethrum) and detergents (Savona) – all have a part to play. For more information see www.fl oraculturein-ternational.com> Services> FCI In Detail. Mealybugs will be expensive to clean up, if they have got out of hand. But once this investment has been made, it is important to pay better attention to scouting and quarantine methods to ensure that new hotspots are found quickly and action taken quickly. |||

Th e author has extensive practical fi eld experience in the development of IPM protocols for fruit, vegetable and fl ower crops in Europe and Africa and is Joint Managing Director of Th e Real IPM Company (Kenya) Ltd ([email protected]/www.realipm.com)

by Louise Labuschagne

Cryptolaemus larvae.

Cryptolaemus adult.

6001487_20_IPM.indd 20 25-03-2009 14:16:18

BeatenOnly one in 50,000 companies survives a hundred years. Today

the average life span of a company is less than 10 years. Our

horticultural boom has lasted 120 years and this is a true miracle.

Decades of innovation, know-how, solid craftsmanship and gene-

rations of eager growers have kept it going for this long. We have

outlived the Belgian and Danish competition where now only

a handful of competitive, specialized companies are left. Are we

better growers, better entrepreneurs? Not really, we were just lucky

enough to be close to our vegetable industry, to be concentrated

with a thousand colleagues at a time when distance was an issue,

we could obtain our know-how from just around the corner… and

our auction system was superior. Starting in 1889, the goal for the

founders was to market their quality product as a brand in order

to ensure better prices for their crops. However, this goal was ne-

ver achieved. What was achieved was a concentration of products.

Th e auction became the market place where all new species and

varieties were found, sometimes for the highest price, but as no

one wants to pay the highest price usually for the lowest price.

Th e hand on the auction clock moves down and our ever growing

assortments and freely-communicated, low prices attract buyers

from all over the world. Our wholesalers and exporters, well, they

are still as mean and lean as ever, they are simply the best. Over

the years they have fi lled every European window sill with pot-

ted plants and shipped our fl owers to every corner of the world;

beating any competition, occasionally on quality, but always on

price. Whatever the fl ower, wherever it is grown on the globe, it

sells from Holland.

I hate to admit that the ever decreasing auction price was the

main Dutch strength. Low prices beat the competition out of the

European market. Dutch growers raised production, mechanized

their facilities and reduced fuel consumption to survive this rat

race. Our auction is fully aware of the fact that there are only

two reasons for its continued existence: buyers want low prices;

growers want their money. Buyers need to pay in advance to be

permitted to buy, in exchange the auction roams the world to

fi nd them the cheapest product; fl owers from Africa and potted

plants from China and Central America, all marketed straight out

of the container, no questions asked on quality and if it sells it is

accepted. Th e fact that low quality reduces tomorrow’s market is

ignored. Th e current fi nancial crisis and recession have intensifi ed

the search for lower prices. Prices this low can only be achieved

with free heating and a dollar-a-day labour. Dutch growers with

their costs still rising cannot keep up. Th ey are at the end of their

cycle. Th eir hundred years are over. Th ey are fi nally closing down,

beaten by their own strength.

Dustby Hans de Vries

Hans de Vries is a grower in Kudelstraat, the Netherlands.

[email protected]

www.jdevries.nl


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International EventsApril 2009

March 19 to May 21. The NetherlandsKeukenhof Holland, Lisse. T (31) 252 465 555; F (31) 252 465 565; [email protected]; www.keukenhof.nl

March 28 to April 3, United StatesCalifornia Pack Trials, California. www.ngb.org

1 to 4. ChinaTh e 11th Hortifl orexpo China, Intex Shanghai. T (86) 21 62956677 8367/2131/2132; F (86) 21 62780038; [email protected]/[email protected]; www.hortifl orexpo.com

1 to 3. United StatesWholesale Florist and Florist Sup-plier Association (WF&FSA) An-nual Convention & Floral Expo, Hyatt Regency Grand Cypress, Orlando, Florida. www.wff sa.org

1 to 3. Ukraine4th International Exhibition for Flower Business, Horticulture,Nurseries, Landscape design and Floristry, Kiev. T (31) 55 534 11 40; F (31) 55 534 01 68; [email protected]; www.bto-exhibitions.nl

8 to 9. The NetherlandsFloraHolland Spring Fair, Aalsmeer. www.fl oraholland.com

16 to 17. BahreinRVBIGS 2009, Riff a Views Bahrein International Garden Show, Manama,T +973 17558800F +973 17555513www.bigs.com.bh

23 to May 10. KoreaInternational Horticulture Goyang Korea 2009, www.fl ower.or.kr

20 to 24. The NetherlandsEuropean Pack Trials, www.fl euroselect.com

May 2009

5 to 7. IsraelAgritech Israel, Tel Aviv. www.agritech.org.il

7 to 10. RomaniaMay Flowers Expo, Timisoara. Star Expo T (40) 256 431 015F (40) 256 487 406.

19 to 23. United KingdomRHS Chelsea Flower Show, Royal Hospital, Chelsea, London SW3. www.rhs.org.uk

27 to 28. The NetherlandsFloraHolland Summer Sales, Aalsmeer. www.fl oraholland.com

June 2009

9 to 11. Germany,The NetherlandsEuro Trials, www.euro-trials.com

9 to 12. The NetherlandsFlower Trials of pot plants and bed-ding plants, Aalsmeer and Westland Region. www.fl owertrials.nl

14 to 19. CanadaGreenSys 2009, Québec City. International Symposium on High Technology for Greenhouse System. T (1) 418 658 6755; F (1) 418 658 8850; [email protected]; www.greensys2009.com

July 2009

11 to 14. United StatesOFA Short Course, Columbus, Ohio. T (1) 614 487 1117; [email protected]; www.ofa.org

August 2009

26 to 29. The NetherlandsPlantarium, Boskoop. T (31) 172 235 400; F (31) 172 235 450; [email protected]; www.plantarium.nl

September 2009

3 to 6. RussiaFlowers 2009, All Russia Exhibition Centre, Moscow. T (31) 20 662 2482; F (31) 20 675 2326; [email protected]; www.hpp.nl

8 to 9. United KingdomFour Oaks Trade Show, Macclesfi eld. T (44) 1477 571392;F (44) 1477 571314; [email protected]; www.fouroaks-tradeshow.com

10 to 12. ItalyFlormart-Mifl or 2009T (39) 049 840 111www.fl ormart.it

11 to 12. KenyaNaivasha Horticultural Fair. T/F (254) 50 2020655; M (254) 726 629 666; [email protected]

20 to 22. United KingdomGlee 2009, National Exhibition Centre, Birmingham. T (44) 20 8277 5813; F (44) 20 8277 5894; [email protected]; www.gleebirmingham.com

23 to 24. CanadaCanWest Hort Show, Vancouver, British Columbia. T (1) 604 574 7772; F (1) 604 574 7773; [email protected]; www.canwesthortshow.com

23 to 26. United StatesSociety of American Florists (SAF) 125th Annual Convention, Sheraton Wild Horse Pass Resort Phoenix, Arizona. www.safnow.org; Laura Weaver, CMP [email protected]

24 to 27. Germany15th European Orchid Congress, Dresden Exhibition Centre, Dresden. Contact DOG-Zentrale, Flößweg 11, 33758 SchloßHolte-Stuckenbrock, Germany. T (49) 05207 920607 [email protected]

October 2009

30 to October 2. ColombiaProfl ora 2009, Bogotá.profl ora@asocolfl ores.org; www.profl ora.org.co

30 to October 4. United StatesInternational Plant Propagators’ Society (IPPS) 50th Anniversary Event of the Western Regional Meeting, San Diego Crowne Plaza Hotel Circle. www.ippswr.org

2 to 4. India4th International Landscape & Gardening Expo 2009, Exhibi-tion Grounds, Necklace Road, Hyderabad. Organizers: Media Today Pvt. Ltd., T-30 First Floor, Khirki Extn., Malviya Nagar, New Delhi 110017, India. Mr. M B Naqvi, M (91) 9811152139/9312407851; F (91) 11 26682045/ 26681671; [email protected], ifl [email protected], [email protected];www.mediatoday.in

7 to 8. CanadaCanadian Greenhouse Confe-rence, Toronto, Ontario. T (1) 905 945 9057; F (1) 905 945 8643; [email protected]; www.candiangreenhouseconfe-rence.com 13 to 16. The NetherlandsInternational Horti Fair, Amster-dam RAI. T (31) 297 344033; F (31) 297 326850; [email protected]; www.hortifair.nl

14 to 16. The NetherlandsFloraHolland Trade Fair, Aalsmeer (previously called Aalsmeer Market). www.fl oraholland.com

14 to 16. SpainIberfl ora, Valencia. T (34) 963 861 100; F (34) 963 636 111; [email protected]; www.feriavalencia.com

November 2009

18 to 20. JapanIfex/Gardex, Makuhari Messe, Tokyo. Japan Floral Marketing Association (JFMA) and Reed Exhibitions Japan Ltd. T (81) 3 3349 8511; F (81) 3 3345 7929; www.ifex.jp

December 2009

1 to 3. ChinaIPM China, Foshan City, Guangdong Province. [email protected]; www.ipm-china.com

3 to 6. TurkeyGrowtech Eurasia, Antalya. International Exhibition & Con-gress Organizer Ekinciler Cd. Ertürk Sk. No:5 Kat: 3 Mehmet Özçelik İş Merkezi, 34810 Kavacık / Istanbul. T (90) 216 425 63 00; F (90) 216 425 63 02; [email protected]; www.growtecheurasia.com

January 2010

14 to 16. United StatesTropical Plant Industry Exhibition (TPIE), Ft. Lauderdale, Florida,T (1) 407 295 7994F (1) 407 295 [email protected]; www.tpie.org

28 to 31. GermanyIPM Essen, Essen,T (49) 201 7244 0;F (49) 201 7244 248;www.ipm-messe.de

February 2010

16 to 18. FranceSalon du Végétal 2010T (33) 241 79 1417F (33) 241 45 [email protected]

April 2010

17 to 25. BelgiumFloralies of Ghent, Ghent,T (32) 9 241 5090F (32) 9 221 9817www.fl oralien.be

6001487_23_IntEvents.indd 23 25-03-2009 14:17:48

World NewsWorld News


The Syngenta Spring Trials in Germany, including presentations from six spea-kers about the trends in cultivation and marketing, was organised for the third year running at the end of February. The venue changes each year; in 2008 the event was held in Leipzig and this year in Kleve. In the greenhouse showcase, visitors were presen-ted with an overview of the Syngenta range of biennials and spring fl owering perennials (from both cuttings and seed) suitable for sales between January and April (some products are also suitable for autumn sales). Among the introductions, the Delta® pansy series of 32 colours sees the addition of Delta F1 Gold with Blotch and Purple Surprise. Delta signifi es a high level of programmability and uniformity across the Colossus®, Endurio® and Deltini™ family members, all of which have their own characteristics: Colossus has very large fl owers on short stems and is heat tolerant for late summer/autumn cultivation; a fl atter, com-pact growth habit of the semi trailing Endurio is adapted to hanging baskets and bedding;

Deltini is the newest Delta member in four co-lours and is adapted to limitations concerning energy and PGR use with the compact habit and plant size requiring low light and space requirements. Grower desires to complement their Delta range with unusual, special colours are accommodated by six varieties in the Designer Collection with Strawberry Cream F1 being the newest introduction.The primrose range with 12 series covers a selling season from September to March with the new Daniella F1 Apricot colour ad-ded to the Specialities this year. A breeding goal to enlarge the number of special colours and fl ower forms is also evident in the Harlequin series and the Specialities Little Girls Mix with the plants suited to 7 to 8 cm pots showing semi-double fl owers. Visitors were also given a glimpse of the new for 2010 Primula acaulis Suzette Mischung with their appealing frizzle type fl owers and special colours. Variations in plant habit are also appearing in the Gessi luxury series for cultivation in 10.5 to 12 cm pots; the familiar

show of large fl owers introduced on longer stems in Gessi Pacifi c Gold. In a fast growing, perennial segment Marc Knof pointed out among the introductions Saxifraga Large White, Primula denticulata Confetti™ Deeprose and Pulsatilla vulgaris Pinwheel™, all three characterised by their hardiness, very early fl owering and intense colours. Spring perennials traditionally repre-sent a relatively small percentage (<15%) of Syngenta’s spring fl owers but their ability to be grown under cold conditions in a period dominated by rising energy costs as well as the reduced growing time due to the early fl owering are points concentrating an exten-sive breeding program. The diversity within perennials, the richness and length of the fl owering period, disease resistance and a quick wrap and clean presentation add to the effi ciency features for growers and expand on retail marketing opportunities. Syngenta’s Calendar Colours® concept depicts the suitable combinations of perennials for each month from February to October. |||

Germany Spring colours

The Netherlands

FlowerTrials® tells 22 companies

Deltini™ is the newest Delta member in four colours.

New in 2010 is the Primula acaulis Suzette Mischung.

Gessi Pacifi c Gold. Saxifraga Large White. Confetti™ Deeprose.

The fi fth edition of the FlowerTrials® 2009 is being organised for four days from June 9 to 12 (opening times 08:00 to 17:00 hrs). The number of participating companies has increased again this year from 19 to 22; it is a great opportunity to visit a large number of companies within easy reach of each other and gain an impression of the very latest trends in pot and bedding plants and delivery programs available from a variety of leading Dutch

and international companies. In the Aalsmeer region the seven companies represented are Ball Holland, Danziger/ Imperial Plants, Florist De Kwakel, HilverdaKooij, mKoppe, Royal Van Zanten, Moerheim New Plant.In the Westland region the 15 compa-nies represented are Armada, Beek-enkamp Plants/Florema Young Plants, Benary, Combinations, Fides, Floranova, Florensis, Gruenewald Young Plants,

Hem Genetics, Kieft Pro-Seeds, Kiepen-kerl, Sahin/Takii/Global Flowers, Sakata, Selecta and Syngenta Flowers.The website www.fl owertrials.nl offers extensive information on the companies taking part, the new pro-ducts and delivery programs, address details and downloadable route descrip-tions. You can also register in advance for all 22 companies or the companies of your choice.|||

6001487_24_News.indd 24 25-03-2009 14:18:19

World News

Belgium

FLORALL showcase


Over 270 professional Belgian growers exhibited a wide range of ornamental and arboricultural products at this year’s Spring FLORALL trade fair held on March 3 to 4 in the Flanders Expo, Gent. Dimitri Barbe, on behalf of the Floralies of Gent, coordinates the Spring and Autumn FLORALL events in cooperation with the Belgian Nurserymen and Growers’ Federa-tion (AVBS).The Best Novelty and Best Stand FLO-RALL award presentations on the Tuesday evening were followed by an informal Meet & Greet reception for exhibitors and visitors. The Best Novelty Gold award was presented to Rudy Raes for the Rubens Primula acaulis 1 , a double fl owering prim-rose available in eight colours, fl owering from mid-February to April and distinguis-hed from existing double primulas by its compactness. The Silver and Bronze award recognised the new star of Suntory, the

Princettia Euphorbia 2 , and the Hellobo-rus Alexia 3 , both exhibited by the Dutch young plants company Van der Zalm. Exhibitors rewarded for the professionalism in their product presentation in the Best Stand competition were the duo-stand of the nurseries Talpe Dirk and D&V Plant Pro-duction; Silver for Maes-Reyns and Bronze for Deseo. The bedding and nursery stock of these winners, together with numerous other stands, shared the Expo hall with nurseries exhibiting the renowned range of Belgian azaleas, rhododendrons, ornamen-tal trees, palms and fl owering pot plants. Both the family run nurseries and grower groups, such as Speciale and BE.plants, service not only the domestic market but also use the logistically competitive loca-tion of Belgium to distribute ornamentals into the European markets. The Autumn FLORALL trade fair will take place from 25 to 26 August 2009. |||

4 The FLORALL Best Stand of Talpe Dirk.5 Plantas Lobos is the import department of Guy van

Hautem’s nursery; the plants are sourced for regional retail distribution in Belgium.

6 The new Belgian grower group, BE.plants.7 A decorative touch for pot plants, Tillandsia usnoides

from BVBA Vandersteene Favere.8 Young and dedicated, Steven Verhelle has invested

in greenhouse lighting and an ebb and fl ood system to cultivate campanula (starting week 7) for southern Europe, Germany and the UK.

1

4

2 3

6

8

7

5

6001487_24_News.indd 25 25-03-2009 14:18:28



For the third year running, 10 breeding and propaga-ting companies of bedding and balcony plants will be opening their company premises to visitors of the Euro Trials 2009 for three days in June from the 9th to the 11th (opening times 09:00 to 17:00 hrs). Organized by the Central Horticultural Association (ZVG) Young Plants section, the open days are concentrated in two regions. In the Netherlands three companies are represented: Carmel Agrexco, Brandkamp and Grünewald Plants. In Germany visitors can visit seven companies: Bongartz, Dümmen, PAC Elsner, Geranien Endisch, Grünewald Plants, Kientzler, Nebelung and Westhoff. The website www.euro-trials.com gives complete information about the participating companies, their locations and online registration. |||

Brandkamp is a member of the Euro Trials initiative and will be presenting among their novelties the strawberry veined fl owers of Recife Strawberry in the Marisco Petunia series, the Marisco Hot Mix to join the Cool Mix and the Caprivi White Spoon in the Osteo Line. At the IPM Essen, Jürgen von den Driesch further explained how the company’s 50 year history as a European player is changing; during the last two years a step has been taken in overseas markets, namely the USA and Japan. Von den Driesch: “The concentration in the Netherlands and Germany of young plant companies incurs risks for those involved, particularly if you do not have your own genetics. Our young plant distribution, together with our own breeding lines, focus on bedding plants and chrysan-themums. The costs of breeding are high but in the future we do need to have our own breeding division; in Europe alone, however, it will be diffi cult to make a return on the investments. Our fi rst opportunity to expand over-seas began with requests originating from the USA; the initial interest is shown in our fuschias (Jollies series) and lantanas (Tropic Lantanas). The fuschias are recognized for their compact, upright habit and rich, early fl owering while the lantanas have a perfect compact habit after pinching and an early and continual fl owering pattern. The trials we have been conducting in Japan are our own initiative after having been very successful with our chrysanthemum garden mums for more than 10 years; we will be running tests on Brandkamp Breeding lines in this new market for a minimum of two years.” |||

Germany Third edition of Euro Trials

Germany Overseas ventures see start of breeding division

The Netherlands On show this monthBall’s European Spring Trials from April 20-24 at the Ball Re-search Facility in Rijsenhout, the Netherlands, will give centre stage to Viola Sorbet, Coleus Versa and Zinnia Zahara. Sorbet XP is described as the ultimate easy-to-grow, all-new small fl owered Viola series offering growers complete uniformity, a well branched plant habit, large leaves and timely, early fl owe-ring. Sorbet XP includes all the top-selling colours in viola plus unique shades and novelties. There is also no need to hide the Coleus Versa away in the shade since the Versa is a collection of Coleus in fascinating colours, all suitable for placement in sunny or shady positions; the long lasting colour is an extra plus for landscapers. The Zinnia Zahara series, introduced to the market for 2009, is disease-tolerant, heat-loving and has 20% larger fl owers in stronger colours than other Zinnia’s of its type on the market; new to the Zinnia Zahara series for 2010 is Zahara Starlight Rose and Zinnia Zahara Fire, which has a bright orange-red hue which intensifi es outdoors. |||

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Flowerport_85x124.indd 1 10-02-2009 13:23:53Flowerport_85x124.indd 1 13-03-2009 15:35:00

6001487_24_News.indd 26 25-03-2009 16:16:58

World News

Israel Two contradicting court decisions regarding Gypsophila ‘Million Stars’ versus ‘Blancanieves’

UK

Wide Support for Greening the UK

Abuse of Gypsophila ‘Million Stars’ or not? The story con-tinues, as on March 5 the Honourable Judge Anat Baron of the Tel Aviv-Jaffa District Court, determined that the Dutch breeder of Gypsohila Astee Flowers BV had infringed Danziger Dan Flower Farm’s breeder’s rights, stating that Astee’s Gypsophila ‘Blancanieves’ is an Essentialy Derived Variety (EDV) of Gypsophila ‘Million Stars’. The Israeli court’s decision is interesting because on July 13, 2005 the Civil Court in The Hague, the Netherlands found that ‘Blancanieves’ was not essentially derived. The court in The Hague noted that ‘Blancanieves’ differed from the initial variety in a large number of characteristics -17 out of 21 of the characteristics relevant to Gypsophila. In reaching its decision, the Dutch court did not use DNA fi ngerprinting, whereas the Israeli court based its rulings on DNA tests.Danziger, who were represented by the Seligsohn Gabrieli & Co. Law Offi ce, specializing in matters of intellectual property, clai-med that Astee’s Gypsophila variety which they are propagating, growing and marketing in Israel and other countries, is a derived variety of the well-known Gypsophila variety ‘Million Stars’ bred by Danziger. Danziger appealed to the court to issue a permanent injunction against Astee and another grower in Israel, prohibiting them from continuing the usage of their variety called ‘Blanca-nieves’, because such exploitation constituted an infringement of Danziger’s rights for the ‘Million Stars’ variety.The Court of Law accepted Danziger’s claims and denied Astee’s claims; the latter’s claims being based on, amongst others, the testimony given by the variety examiner from the Council of Breeder’s Rights at the Ministry of Agriculture. In making its decision the Court of Law stated that much signifi cance had been given to the DNA tests that were conducted on the plants. The court concluded that Astee’s variety is indeed a derived variety, and issued a permanent injunction against Astee and the other Israeli grower prohibiting them or others from using their variety. The court also ordered them to submit a fi nancial report in order to determine the compensation due to Danziger for a breach of their rights On making the court’s decision the judge stated that the testimony of the variety examiner, “Makes you wonder about him being a government employee who testifi es on behalf of an interested party on a matter in his line of work.”. |||

The Horticultural Trades Associ-ation’s (HTA) Greening the UK campaign has received endor-sement from key environmental and planning organisations following the publication of its report, ‘Local Authorities Com-mitment to Urban Planting’. The Environment Agency, CABE Space, the Planning Offi cers So-ciety and Design for London have all expressed their backing for the campaign’s aims and objectives. The campaign was also endorsed by the Rt Hon Hazel Blears MP in her foreword for the recent publi-cation. Also, since the campaign began, 10 Local Authorities so far have adopted a Greening the UK model motion to encourage more positivity from their planners and 11 more are including it in their Local Development Framework, and all recipients have signalled their comfort with it. Over 60 MPs signed the Greening the UK Early Day Motion during the last parliament.The campaign highlights the 50% reduction in planting on approved planning applications in the last decade. A further 50% of this planting is never actually delivered by developers and goes un-enfor-ced by Local Authorities. Greening the UK believes that developers have traditionally seen green plan-ting as an expense that can be trimmed rather than a commerci-ally necessary investment. In the coming year the campaign will produce further concrete actions to support councils in tackling this problem, with an amenity guide produced by Chris Baines and training sessions designed to help Local Authorities make their areas reach the highest environmental standards.The Rt Hon Lord Smith of Finsbu-ry, Chairman of the Environment

Agency, states: “The Environ-ment Agency supports the use of planting as part of sustainable development because, as indica-ted by the report, planting brings environmental and social benefi ts to communities. In support of the Greening the UK campaign I propose to promote your report to our staff as a topical green issue through our website.” Stephen Tapper, Chair of the Planning Offi cers Society’s Sustainability Committee, said: “The importance of horticul-ture to sustainable communities should not be understated and through this campaign the HTA are increasing local authorities’ awareness of the skills needed in their planning departments to meet the challenges of sustai-nability. That is why I support Greening the UK and am glad to see many high-profi le organisati-ons also lending their support to the campaign.”Since January every council in England has received a copy of the Greening the UK model mo-tion, highlighting the main tenets of the campaign. This includes at least 690 councillors at 330 councils. |||

Th e full report can be downloaded from www.the-hta.org.uk/greening-theuk


6001487_24_News.indd 27 25-03-2009 16:17:06



Danish research groups have joined to make a large leap for-ward in energy saving in the gr-eenhouse industry to meet the challenges of the global change as expressed in the global change summit in Copenhagen in November 2009.Greenhouse horticulture sector is under pressure from the huge energy expenses. In the last 15 years researchers, growers and industries in Denmark have wor-ked together on decreasing the energy consumption. Today the total energy consumption is 25 % lower than 10 years ago with the same production. Compared to many other countries this is a suc-cess, but still the sector’s energy consumption needs to be reduced signifi cantly. New technological solutions and increased under-standing of the physiological reac-tions of plants will be necessary to achieve energy reduction while maintaining plant quality, to obtain a sustainable production. This has resulted in a number of larger projects in Denmark involving both research and development and with a wide coverage of funding.Currently, the horticultural sector, universities, ATS companies (Authorized Technology Service) and other companies are working together to fi nd solutions that potentially can reduce the energy use by more than 50%, thus meeting the demand for a more sustainable food and ornamen-tal greenhouse production. In cooperation with several Danish and foreign partners two projects were started by AgroTech in 2007: “Greenhouse Concept 2017” is an innovation consortium fi nanced by the Danish Agency for Science, Technology and Innovation under the Ministry of Science; “Intelligent energy hand-ling in greenhouses” is funded by Region South Denmark and the European Regional Fund. Both projects are also supported by the

Danish Producers of Pot Plants (more information about the projects and partners is available at www.ghc2017.com).• “Intelligent energy handling in

greenhouses” focuses on the energy consumption of one particular greenhouse. Resear-chers and technology com-panies demonstrate together that it is possible to cut energy consumption by 60%. This can be done by storing surplus energy from the greenhouse in a subsoil aquifer and by fi tting intelligent climate control sy-stems. Plants are often grown in very static climatic conditions but in reality they can survive and thrive under more fl uctua-ting conditions thereby saving energy. Plant physiologists will carry out research involving the two main crops grown by the nursery in question, Saintpaulia and Euphorbia milii, in order to exploit their climate limits in production. “Intelligent energy handling in greenhou-ses” is also based on weather forecasts, energy prices, energy consumption models, etc.

• Danish research institutes have made great progress in the area of climate technology in recent years and the consortium behind “Greenhouse Concept 2017” comprises leading com-panies and researchers who have the competencies to face the challenges of sustainable production. This means that the necessary know-how can be supported by the consortium through targeted research and innovation concerning: col-lection, storage and recycling of energy, greenhouse curtains with improved light permeability, light emitting diodes for use in greenhouses and novel sensors for control, regulation and mo-nitoring of production systems and horticultural production.

Partners in the two projects in different constellations are the three Danish Universities (Århus, Southern Denmark and Copen-hagen), seven nurseries and a range of national and interna-tional companies like Senmatic, Phillips and Danfoss and LS Svensson and AgroTech. Hjorteb-jerg Greenhouse I/S will erect a

demonstration facility covering 4,000 m² for ongoing testing of new technologies. The facility is expected to be ready in July 2009 and will be presented on a number of occasions including at a workshop and during the United Nations Climate Change Conference in Copenhagen in December 2009.The fi rst results from the projects will be presented at a interna-tional workshop hosted by the University of Southern Denmark in Odense on October 6 and 7, 2009 where researchers, consultants and growers from all over the world are invited to meet and exchange knowledge on the future of greenhouses. Aarhus University’s Faculty of Agricultural Sciences is responsible for the workshop entitled “Intelligent use of Energy in Greenhouses” and we invite all to sign in for a presentation or participation at the homepage, http://energysym-posium.agrproject.dk. |||

Carl-Otto Ottosen, Dept. of Horticulture, University of Århus, Denmark and Janni Bjerregård Lund, AgroTech, Denmark

Denmark Towards future greenhouse concepts

6001487_24_News.indd 28 25-03-2009 14:19:02

World NewsWhere’s the money? Ok, I have vowed not to talk about bad news but that is getting hard

to do these days. However, I will attempt to talk about some of the

realities of the current fl ower business. Whether we like it or not many

of us are going to have to reduce our spending to save our companies.

Th is comes at a time when many of us were hoping to ride off into the

sunset on cruise control after having put in many tough years, paid

our dues, and built our houses strong to carry us through. I speak in

the fi rst person because I was an owner for so long that I still think

that way; so please bear with my impersonation of an owner.

In the early days of a company the owners are often also the grower,

driver, invoice-writer, maintenance man or woman, janitor and, on

occasion, the executive. We can be found at the farm, the shop or the

warehouse early in the mornings and then again late at night. We use

the ‘fi lo’ method - fi rst in last out! But, we move on and if we are lucky

the business grows, we hire others to do some of the tasks so that we

can do less of the grunt work and more of the executive duties.

Th e years pass and we feel comfortable enough to hit the cruise

control button, put our feet up and smile at what we have created.

“La-la-la” off we go to the country club or the summer, winter, lake

or ocean house or we fi re up the RV; life is good. But then we start

to see reports coming in that defy the trend we had gotten so used

to. Growth is no longer measured in plus signs but with that ugly,

unforgiving minus sign. So you turn the bus around and decide it is

time to show those good, but obviously slacking, employees how it

is done. You go back to basics but fi nd that you stayed away too long

allowing decisions to be made that now look dead wrong.

You make some changes and fi gure you are fi ne and that all will be

better soon, but then it gets worse. You make more corrections and

wish that you had not bought such a big building to accommodate

your growing needs. Maybe that boat you bought to entertain custo-

mers was a bit much and needs to go, but now you can barely give it

away and the next payment is due tomorrow. Yikes!

Ok so where am I going with this? Since I have already moved on to

become an employee I am sitting on less assets and therefore need

only be concerned that my employer has made sound business deci-

sions. But many of you reading this (thank you) have to make tough

decisions about how to manage in these times, times that are not like

any we have seen before, so the road map is unclear.

History, however, shows us that over centuries of commerce people

have lost everything and survived to prosper once again. So all we

can do is look at our business and our personal wealth (or debt) and

make the best decisions we can to insure that when we take a look

back in a few years from now there is something to see.

Be sure to wear your sunscreen, Miami is hot!

Miamiby William Armellini

William Armellini has been in the fl oral industry since birth and works for Greenleaf Sourcing in Miami. william@fl oracultureinternational.com

www.greenleafwholesale.com.


On February 27, 2009 Guido Schmidt, the managing director for marketing and sales of Poep-pelmann Holding GmbH & Co. KG in Lohne (Germany), retired after more than 35 years with the company. Schmidt joined the company in 1973. In 1974, he became general manager for marketing and sales. Since 1997, he was managing director. Under his management, the company’s development was characterized by a steady growth and an incre-asing globalisation. Today, the Poeppelmann-group with its approximately 1,400 employees produces and develops high-tech plastic products for customers in more than 70 countries world-wide. It operates production facilities in Lohne (Germany) as well as in Rixheim (France) and Claremont, NC (USA). Poeppelmann ranks among the leading companies of the plastics processing industry in Europe. Friedrich Kuehling, also a

managing director at Poeppelmann, emphasizes Schmidt’s merits for the company, “The development of Poeppelmann bears a high degree of his handwriting. He has been one of the main pillars of our success.” Even after his retirement, Schmidt will be active for Poeppelmann. He has been appointed chairman of the advisory board. |||

GermanyPoeppelmann MD retires

Rose breeder Terra Nigra and wholesale import facilitator Tradewinds International have announced the introduction of a new rose called Angel’s Love. A lightly scented white rose, Angel’s Love has soft pink edges that give the blossoms a blushing appearance when they are fully open. Long 60-80 cm stems and a longer-than-average vase life add to the rose’s appeal as both a wedding and cut fl ower.“Its introduction is unique in that it breaks from the traditional breeder to grower to wholesaler model of launching a new fl ower,” said Richard Lutes of wholesale fl orist Koehler & Dramm, a member of the Tradewinds International group. “It represents a collaboration between the breeder, wholesaler and fl o-rists to bring a fresh new rose to the public.” Last April, Koehler & Dramm hos-ted the fi rst International Rose Festival and Wedding Design Show in Minnea-polis. The approximately 500 retail and wholesale fl orists, growers, designers and rose breeders who attended got a sneak preview of the then, nameless new rose. Florists were invited to suggest names for the new fl ower and from over 200 entries submitted at the show, the selected winner was Angel’s Love from Bob Larson, owner and designer with BO-JO’s Creations in Ellsworth, Wisconsin. Angel’s Love is being grown in Ecuador and is exclusively available through Tradewinds member wholesalers in its fi rst year. |||

United States Born in Holland, named in America

6001487_24_News.indd 29 25-03-2009 14:19:11



Hamurabi (1), Dust column February 2009David Efron, Yodfat Revivim Horticulture Ltd., Kibbutz Revivim, Israel: I would like to protest about the biased usage of your professional fl oriculture magazine as a platform for political propaganda based on false untruthful argu-ments. I believe that when you meant to publish a professional fl oriculture magazine you did not mean to bringt it into political disputes. |||

Hamurabi (2), Dust column February 2009David Squire, Flower Grower-Israel: I read your article in the Floraculture magazine. Don’t we all miss the good old days when one civilized suici-de bomber from Hammas would proportionately blow up a bus or holiday dinner of 30-40 Jews. I think that the past 60 years of peace in Europe has been a blessing but also has given you a simplistic outlook on what a country can put up with. Three and a half years ago, Israel evacuated completely the Gaza Strip. Instead of building up the economy, the Palestinians started fi ring mortars and rockets at Israeli towns. Israel, unwi-sely did not retaliate strongly or at all because it believed that by not doing anything and turning the other cheek, the terrorist government of Gaza would stop launching rockets. What a naïve mistake. Can you imagine living in Boskoop or Gouda and having to worry about your child-ren and spouse all day at work every time a rocket falls. The people in southern Israel had a 15-45 second warning in order to take cover. Can you live like that?All the Arabs in Gaza had to do was stop fi ring and Israel would not have gone out on a massive strike. They were warned time and time again but continued to launch rockets. When Israel went out on a massive strike to stop the rockets, the army even warned civilians by telephone and fl yers before bombing. The Hammas fi res rockets from civilian homes (which is a breach of the Geneva convention). We are sorry about civilian casualties but we also will not tolerate unneces-sary military casualties on our side.I am very sorry that not enough of our soldiers were killed but the EU also works that way (see actions in former Yugoslavia) and so does Turkey (where is the self determination of 10 million Kurds?) It seems funny that only Israel is not allowed to defend itself and expected to act as if it is playing a soccer game while defending its citizens. When was the last time your family friends or neighbours were shot at? I think you should stick to writing a column about fl owers. |||

Letters to the Editor

The Flower Council of Holland, an organization that promotes the sales of fl oricultural products from the Netherlands on behalf of growers and traders, has announced that Henk Jan Winter has joined the organization as its new corporate communications manager.The 45-year-old Mr. Winter will be responsible for media rela-tions and external communications on behalf of the Flower Council of Holland and will be based in Leiden, the Nether-lands. He brings in a wealth of media and communications experience to the Flower Council of Holland. Mr. Winter most recently served as editor of Schooljournaal, a weekly magazine for professional teachers and as a communications manager at the Kennisnet Foundation in Zoetermeer, a public organization which focuses on ICT in elementary and secondary education. Mr. Winter is very excited about the challenge of his new job offering him the possibility to work in a more commercial environment. |||

Selecta Klemm and Ball Horticultural Company announce that effective June 1, 2009, Ball will become the exclusive supplier of Selecta genetics in North America. All Selecta unrooted products, including annuals, perennials and pot plants will be available through Ball. Selecta’s extensive Root & Sell network will continue to supply top quality rooted liners through their existing North American broker group.“We are very pleased to be working with Ball in this partnership”, stated Nils Klemm, Chief Executive Offi cer of Selecta Klemm GmbH & Co. KG. “Ball is well regarded for their strength in distribution and service in North America. Their focus on the grower fi ts nicely with our overall corporate direction and, together, we will provide the optimal solution to our North American customers.”

“Selecta is well known for their innovative and quality breeding. Their products, com-bined with our market-leading service and supply will provide growers with the best vegetative solution for their needs”, said Cees Boonman, Vice President of Ball Horticultural Company. Selecta’s MiniFamous® is the leading calibrachoa se-ries in the market and helped to establish Selecta’s position in North America.Current Selecta Root and Sell stations will remain intact and will continue to offer rooted Selecta genetics through the current broker customers. Selecta will continue to host customers at their Encinitas Pack Trial location in 2009 and will be showcasing over 50 new products.This partnership is for the North American market and does not change the relationship between these two companies in other regions of the world such as Europe. |||

Th e NetherlandsFlower Council of Holland appoints new corporate communications manager

Germany/United StatesSelecta and Ball announce distribution agreement in North America

6001487_24_News.indd 30 25-03-2009 14:19:18

World News


• KENYA: Africa’s fl ower industry is wilting under

pressure from the worldwide fi nancial crisis.

African fl ower growers might be pushed out of

business if no immediate measures are taken to

cushion them from the global economic down-

turn, according to The Citizen Correspondent.

African fl ower prices have declined by bet-

ween 30% and 50% during the last fi ve months

due to the global fi nancial crisis. Exports have

been reduced by a half in the past few months

for some African countries. The crisis has

also seen currencies of two major importing

countries of horticultural products depreciating.

The British pound has weakened by 28% over

the last year, resulting in a 20% reduction in UK

imports. The Russian Ruble has weakened by

35% during the same period.

• THE NETHERLANDS: Trianum is a biological plant protection product manufactured by Kop-pert that was voted the second best product at the 2009 Innovation Awards for Sustainable Crop Protection. Trianum increases the resistance of plants to stress caused by diseases, climatic

conditions or sub-optimal feeding and watering regimes. Trianum increases nutrient uptake, enhancing the growth and development of roots and above-ground plant parts. Henk Jan Lutgert, a member of the jury said, “Trianum is a fungus which combats a fungus and is special because it is the fi rst biological product to be authorized by the Dutch Board for the Authorisation of Plant Production Products and Biocides (CTgB). The leaf-dependent spraying system Canopy Density Spraying, developed by Plant Research Interna-tional’s Jan van de Zande took fi rst prize.

• GERMANY: Klasmann-Deilmann, the global

leader in substrate production, closed the 2008

fi nancial year with a good result. The new

factory in Lithuania, scheduled to open at the

end of 2009, will increase production capacities

signifi cantly. In 2008, the company produced a

total of 3.4 million m3 of substrates and potting

soil. The consolidated revenue of the group was

141 million euros. The number of employees

world-wide remained more or less stable at

964. Twenty fi ve of these are trainees in techni-

cal, commercial and IT occupations. Managing

director Dr Norbert Siebels commented: “The

scarcity of raw materials due to bad weather

conditions in the winter of 2007/2008 led to tem-

porary delivery diffi culties. Since last summer

we have built up a good stock of raw materials

so that we can start the new year optimistically.

And in addition, we will be starting up pro-

duction at a new, high-performance factory in

Lithuania at the end of the year. All this means

that we can expect a considerable rise in sales,

especially on international markets.”

• UNITED STATES: The good news echoing out of the economic tunnel is that fl oral business owners are doing what they have to do to keep moving forward, and the industry’s going to emerge stronger on the other side. It was a sentiment heard repeatedly in Washington, D.C., on the Spring Meeting of SAF’s volunteer leadership. “We can affect positive change. We can become better. We can survive,” said SAF President Rod Saline, AAF, of Engwall Florist & Greenhouses, Inc., in Duluth

Online

The Netherlands Delifl or launches Chrysanthemum Zembla Lime Dutch breeder Delifl or has launched a refreshing new Chrysanthemum: Zembla Lime. This stunning beauty is available as either a disbudded or spray Chrysanthemum.The white petals have a bright green edge around them, which makes the fl ower a real novelty. Because of the fresh colors, Zembla Lime is very suitable for use in spring bouquets. Zembla Lime has been supplied at the Dutch fl ower auctions since the beginning of March. Having the same good characte-ristics as the well-known Zembla, this trendy variety has a great future ahead of it. For more information: www.delifl or.nl |||

Iberfl ora and Garden& Landscaping Middle East, the international gar-dening and landscaping event held in Dubai, have signed an agreement by which both trade fairs will promote each other in their respective markets. By working more closely together both trade fairs hope to gain a bigger share in strategic markets as Europe and the Middle East.The collaboration takes the form of a reciprocal presence of both trade fairs at each other’s events. At the same time, the image of Iberfl ora will be promoted in all Garden&Landscaping catalogues, as well as on its webpage. Iberfl ora will also be promoted in Dubai by distributing a range of promotional material. These actions will then be mirrored by Iberfl ora in favour of Garden&Landscaping.Garden&Landscaping Middle East, which is set for May 17 to19, 2009 at the International Conventions Centre in Dubai, is a trade event organized by Epoc Messe Frankfurt. The fair is quickly earning a name as a must-vi-sit event for all players seriously interested in landscaping and gardening; and especially for Spanish producers of ornamental plants and fl owers whose supply is of particular interest for buyers from the United Arab Emirates, because it suits the climate of the Persian Gulf to perfection.Iberfl ora’s representatives fi rst visited Dubai last year. More information on the actions programmed by the fair at which Iberfl ora is taking an active part will shortly be available on the webpagehttp://www.feriavalencia.com/internacional. |||

SpainIberfl ora and Garden&Landscaping Middle East join forces

6001487_24_News.indd 31 25-03-2009 16:17:24



The Fleuroselect organization, headquartered in Noordwijk, the Netherlands, is proud to announce that its prestigious Gold Medals for the 2010 sea-son have been awarded to 3 trendy, new cultivars created by the top breeders to suit all segments of the ornamentals market. Gaillardia x grandifl o-ra ‘Mesa Yellow’, Physostegia virginiana ‘Crystal Peak’ and Sanvitalia speciosa ‘Million Suns’ will immediately ap-peal to growers with their advanced earliness, compact-ness and uniformity. An abundance of fabulous fl owers makes the varieties perfect additions to fashio-nable retail displays and excellent container and garden performance will delight land-scapers and style-conscious consumers alike. The Fleuroselect Gold Medal for 2010 for innovation in breeding goes to Gaillardia x grandi-fl ora ‘Mesa Yellow’. Like the fl at-topped mountains (mesas) after which it is named, this fi rst commercial-quality, yellow Gaillardia from seed is a native of the southern United States. In common with the fl at peaks, ‘Mesa Yellow’ has a uniform, regular, even appearance. The variety particularly impressed the Fleuroselect judges with its beauty and abundance of perfect, novel, yellow fl owers.

Add an excellent garden per-formance and a long fl owering season and ‘Mesa Yellow’ is a truly worthy winner.Fleuroselect has awarded its prestigious Gold Medal for excellence in breeding and beauty to Physostegia virginiana ‘Crystal Peak’. This eye-catching new cultivar fi ts into the popular, modern range of annual fl owering container perennials, which has brought traditional perennials to a wider market. ‘Crystal Peak’ demonstrated outstanding compactness and uniformity in both pack and garden trials and the judges were particularly impressed with its earliness. The sparkling white peak of per-fect fl owers was impressive all season long and will be a treat for the container marketThe 2010 Fleuroselect Gold Medal recognising exceptional developments in ornamental breeding has been won by San-vitalia speciosa ‘Million Suns’. This new cultivar shone out as a real winner with its abundance of perfectly formed, golden yellow fl owers. The Fleuroselect judges found the variety to show exceptional compact-ness, excellent basal branching and a longer fl owering period, impressing from May to the fi rst frosts. It was judged to be an overall superior product for both growers and consumers alike. |||

A Cargolux Boeing 747-400, carrying a load of cut fl owers from Kenya, veered off the tarmac at Maastricht Aachen Airport on Tuesday March 17, 2009 after it had landed and was heading to the cargo terminal, authori-ties said. None of the crew aboard was injured.The fl ight landed safely at 08:45 but apparently expe-rienced some problems with its steering which caused it to veer off the taxi route. The aircraft’s nosewheel was bogged in a grassed area at Maastricht Aachen Airport which has temporarily closed its only runway. Cargolux Airlines International S.A., trading as Cargolux, is a cargo airline based in Luxembourg City, Luxem-bourg. It is one of the largest scheduled all-cargo airlines in Europe with a global network. Charter fl ights and third party maintenance are also operat |||

Th e NetherlandsCargolux fl ower jet veers off tarmac at Maastricht Aachen Airport

Turkey has exported 50 million stems of cut fl owers to Europe for March 8, International Women`s Day. Antalya Exporters` Associations Chairman Osman Bagdatlioglu told A.A on Sunday that Women`s Day was celebrated mostly in eastern Euro-pean countries especially the Balkan countries like Romania and Bulgaria. He added that upon the demand of those countries, Turkey exported ten kinds of fl owers especially carnation and gerbera. Bagdatlioglu said that Turkey`s fl ower export for Women`s Day increased 20 percent in 2009 when compared to last year`s Women`s Day. He ad-ded that they aimed to earn fi ve million USD from the export. |||

TurkeyInternational Women’s Day: Turkey’s fl ower exports up 20%

The NetherlandsFleuroselect announces its 2010 gold medal winners

6001487_24_News.indd 32 26-03-2009 08:59:12

FloraHolland 2009

Prices


Weeks 1 to 11 (December 29 to March 13, 2009)

Category Product Quantity % 09:08 Price ‘09 Price ‘08

Cut Flowers Alstroemeria 29,203,074 -21.4 0.19 0.19

Anthurium 12,191,631 -3.9 0.53 0.70

Chrysant. 31,275,200 11.1 0.40 0.58

Chrysant. Spray 171.389,238 -9.1 0.26 0.36

Chrysant. Santini 33,564335 -20.1 0.19 0.22

Cymbidium 4,239,310 5.1 2.28 3.68

Cymbidium Mini 2,174,612 -11.6 1.15 1.62

Carnation 15,782,279 -32.5 0.16 0.14

Carnation Spray 7,319,281 -20.9 0.11 0.12

Eustoma russellianum 15,585,256 -9.8 0.35 0.39

Freesia Double 16,198,416 -32.6 0.20 0.20

Freesia 45,064,374 -17.3 0.18 0.19

Gerbera Large 32,205,812 -6.7 0.25 0.30

Gerbera Mini 112,040,321 -3.4 0.11 0.15

Gladiolus 314,880 116,8 0.31 0.28

Helianthus 3,027,980 39.7 0.28 0.41

Hippeastrum 9,536,221 -26.8 0.67 0.59

Hypericum 32,553,560 -8.8 0.15 0.17

Iris 21,639,845 -36.2 0.13 0.10

Lilium Asiatic 6,143,553 -31.9 0.39 0.38

Lilium Longifl orum 10,523,112 -8,0 0.38 0.47

Lilium Oriental Hybr. 25,259,903 -11.9 0.70 0.79

Limonium 10,035,510 26.1 0.19 0.25

Rose Large 507,074,790 -2.4 0.29 0.35

Rose Small 159,498,418 -15.6 0.11 0.13

Rose Spray 9,430,875 -23.9 0.31 0.30

Cut green and Decorat. 91,543,241 -16.8 0.14 0.15

Solidago 13,125,676 6.4 0.12 0.18

Tulip 808,884,695 -10.2 0.14 0.15

Total 2,562,677,923 -10.2 0.21 0.24

Indoor Plants Berry/Fruit plants 456,675 5.2 2.97 3.21

Flowering Plants 74,332,277 -2.6 1.10 1.21

Bulb/Tuberous 48,993,145 -20.8 0.78 0.64

Bromelia 7,012,441 -7.8 2.05 2.12

Cactus/Succulent 7,632,903 -9.8 1.17 1.13

Green Plants 33,037,351 -15.8 1.58 1.60

Orchids 23,088,435 33.7 3.94 4.86

Palms 3,966,837 -22.0 2.88 2.59

Ferns 1,882,564 -25.9 1.24 1.14

Total 207,278,401 -8.2 1.50 1.48

Garden Plants Tree/Shrub/Climbing 8,222,016 -0.3 1.53 1.62

Conifers 1,186,132 -8.8 1.07 1.15

Annual/Biennial 13,867,533 -21.1 0.39 0.37

Perennial 8,031,612 -25.3 0.69 0.61

Total 31,287,753 -17.7 0.79 0.74

World News

In Brussels Israeli minister of Foreign Affairs Tzipi Livni has assured her Dutch counterpart Maxime Verhagen that Israel will open the Gaza Strip’s blockaded borders for Gaza grown export carnations until the end of the growing season in May, if the security situation allows.The Netherlands supports 1,500 Palestinian growers in Gaza. Their fruit and fl owers are exported to the Net-herlands via Israel and auctioned at Aalsmeer. Although the situation is often tense, three consignments totaling 185,000 carnations have been exported since hostilities erupted between Gaza and Israel earlier this year.Mr Verhagen was satisfi ed with Israel’s pledge. “It shows that cooperation is a viable alternative to violence and terror”, he said. The hostilities had put a stop to all exports, costing Gaza’s horticulture sector millions of euros. Palestinian growers, however, see the move merely as “propaganda”. According to Abdel-Karim Ashour, director of the Palestinian Agricultural Relief Committee in Gaza, “What happened is only propaganda. It is nothing. The season is almost fi nished now.”The closure of the borders and the recent war have had a negative impact on Gaza’s commercial fl ower industry, with some farmers resorting to uprooting thousands of fl owers they can no longer afford to grow. Commercial fl ower growing in the Gaza Strip began in 1994 and 1995 when 50 dunams (a dunam is around 1,000 m2) with cut fl owers –mainly carnations- were planted with the help of Dutch investors. According to the Palestinian Authority, 40 to 45 million cut fl owers were exported from Gaza in 2006, representing more than 3 per cent of all exports from the Gaza Strip. But in 2007, according to the Beit Hanoun Agricultural Asso-ciation, farmers in Gaza have been permitted to export just 5.5 million cut fl owers. The losses in fl ower sales suffered by Gazan fl ower growers are believed to have reached already $3 million. |||

IsraelIsrael opens Gaza border crossings for cut fl owers

6001487_24_News.indd 33 25-03-2009 14:19:41

Moerman_114x92.indd 1 16-09-2008 13:49:54

Stalplast_178x60.indd 1 16-02-2009 12:26:42

Bedding-

plants

Chrysanthemums

Brandkamp GmbH

In der Flora 6 D-46419 Isselburg-Anholt Tel.: +49 2874 91 36-0 Fax : +49 2874 91 36-22 [email protected] www.brandkamp.de

Brandkamp_54x124.indd 1 13-03-2009 15:31:33

www.fl oracultureinternational.com

6001487_00_ADS.indd 34 25-03-2009 16:20:13


Lifestyle MarketingWWWWWWoooorrrrkkkkkkiiiiinnnngggg ttttooooggggeeeetttthhhhhheeeerrrr...

Pascal Koeleman ([email protected])

and Rudi Tuinman ([email protected])

The Group of 6 lily companies is sup-ported by professional advice from Flora Holland Connect, to professio-nalise their activities on trade fairs, advise them with branche information, and support them with the direct sales.2Dezign is responsible for visualising the common strengths of the Group to the outside world and have designed a unique lifestyle stand and little fl yer to show the strength of the group, a real mark of high level marketing.Zentoo and Dutch Creations are other successful marketing cooperations. (www.borninholland.nl)

Working together is a must in today’s market. By coupling the

common strengths of individual businesses there are many

advantages to be realised in various areas. Of particular

importance is the unique image which can evolve from coo-

peration, making the products distinctive among the many

fl owers and plants that every buyer, trader and retailer sees

when visiting the numerous locations and trade fairs.

Similarly to the other branches in the trade it is important

that our commercial profi le is professional, dictating

how a company or group presents itself to their potential

clients and the rest of the world. This is explicit in

becoming distinguishable from the majority and the only

means to build a reputation for high quality.

The practical advantages of working together include: an

ability to present trade and retail with a wider assortment

and hence a “one-stop” shopping address; the assortment

can be expanded to incorporate added value concepts

giving extra inspiration, for example through a display of

lifestyle arrangements depicting the available colour com-

binations or packaging options; when stepping out into the

public arena, “one look and feel” also has a tremendous

impact since combined budgets give more room to develop

unique and distinctive stands or presentations.

It is critical, however, that a stand or presentation at a

trade show or in the auctions is not, so to say, dripping

with gold. On the contrary, widespread recognition and

demand relies on visitors experiencing a more attainable,

but still desirable lifestyle feeling. In the fi rst instance,

buyers have to be stimulated and their senses aroused

to remember the experience. At a later date, once the

same feelings have been spread among their consumers,

trading relations can be reinforced.

The essence of being different cannot be underestimated

but it is not always easy at a trade show…unless of

course, as the Lily Group would say, you participate in

a lingerie event. Then the lilies certainly would stand

out from the rest of the exhibits! Although the latter may

not be possible, or even wanted, the emphasis has to be

placed on creating recognition through a professional

and attractive experience that is different from the rest.

6001487_35_Lifestyle.indd 35 25-03-2009 14:23:29

With increases in fuel prices and a slowing economy worldwide, the fl ower industry is

showing increasing interest in sea freight distribution which in some instances can reduce freight costs

by up to 50%.

Cargo

by Anabel Evans and Ron van der Ploeg


of bananas. Israeli growers too, export their ornamentals by boat. Foliage accounts for 85% of the sea freight, although solidago, waxfl ower, gypsophila and phlox can also be found on board. In the Netherlands, cut fl ower exporters such as Holex Flower1 access North America via main shipping routes from Rotterdam to New York and Montreal. Also Oudendijk Import has been a major force behind the development of sea freight distri-bution of cut fl owers and foliage. According to Don van der Meer, manager Oudendijk Import, last year his company handled more than 200 containers with protea, leucadendron, foliage and hyperi-cum from South Africa, Portugal and Ecuador. At the same time, some African growers have perfor-med several pilot projects. Some have been successful, some not. A number of reasons can be given for the failure of some of these projects. Existing quality problems with ro-ses such as botrytis, downy mildew and poor temperature management are the biggest logistic challenges to be overcome.

MysteryHorticultural fresh produce is not new to sea freight2 and in theory almost all fl ower types can be transported by sea container. Jeroen van der Hulst, managing director FlowerWatch, a leading provider of quality assessment sy-stems doesn’t understand the mys-tery surrounding the sea freight distribution of cut fl owers. “Th ere is nothing revolutionary about it. Cooled at the right temperature, diff erent types of cut fl owers can be kept in good condition for several weeks, provided the cool chain requirements have been

Although industry profes-sionals are hesitant to share data on volume, in

2008 more fl owers than ever have defi nitely been transported by sea freight. Five to ten containers of hypericum, gypsophila and carnations are exported out of Ecuador and Colombia to the EU by sea container each week. Th is is mainly due to the availability of regularly sailing ships used by banana exporters. As cut fl owers are relatively light in weight, they can be added to the heavy loads

Sea freight on the rise

OOOOOOnnnn ttttthhhhhhheeee rrrrooooaaaaddddddddRutges Cargo is a European truck operator with

integrated logistics solutions for the international

air-cargo industry, perishable, hi-tech and phar-

maceutical sectors. Jason Breakwell, commercial

manager, comments that Rutges has received

more enquiries in the fi rst two months of this year

from the horticulture and fresh food sectors than

in the same period in previous years. The changes

in air cargo schedules as airlines are hit by the

economic downturn are seen as the reason for the

road feeder network becoming more important;

the lower frequency of the direct cut fl ower

connections forcing shipments to various other

airports and a second transfer to the fi nal desti-

nation. Breakwell

says, “We are not

seeing a downturn

in our shipments of

cut fl owers, mainly

from South America

and East Africa for

western Europe. In

fact our attention to

procedures when

handling vulnerable

shipments has

increased our busi-

ness in this sector

year on year.” Credit: A.P. Moller – Maersk>>>

6001487_36_Cargo.indd 36 25-03-2009 14:22:08


OOOOOOvvvveeeerrrr tttthhhhhheeee SSSSSSeeeeaaaa

Maersk Line to enter Ethiopian exports:

Attracted by the growing horticulture sector in

Ethiopia, Maersk, one of the top shipping lines in

the world with over 325 offi ces in 125 countries, is to

introduce horticulture sea freight to Ethiopia. “This

will enable the exporters to reduce transportation

costs by shortening the chain between the producers

and fi nal destinations,” says Ian Fairlie, Area Reefer

Manager for Sub Saharan Africa.

FloraHolland participates in sea freight pilot projects:

In 2005 FloraHolland became involved for the fi rst time

in sea transport when it participated in the Maersk

Starfl ower project. Since 2006 the Aalsmeer Auction

has been involved in its own sea transport project.

FloraHolland’s Martien de Ruiter sets out the current

status of the sea freight projects at FloraHolland.

Which shipping routes are you using for the trials?

“Ecuador, Colombia and Kenya.”

What is your opinion on cost reduction?

“It is strongly dependant on the transport route. First-

ly, the advantage of a fl ower shipment from Kenya

to the Netherlands is smaller than a shipment from

Colombia to the Netherlands. Secondly, sea transport

is not a ‘done deal’, you need a lot of guidance and

coordination to make it successful That means that

if you compare rates between the air and shipping

lines, you will fi nd that there is potential benefi t.

But you also have to calculate the consultancy and

guidance costs which you need to make this work.”

What are the advantages of sea freight?

“Firstly an unbroken cool chain from farm to customer.

This means that you can control the quality of the

fl owers better. We have found that in a lot of cases

fl owers coming out of containers giving at least

equal if not more days of vase-life than fl owers out of

airfreight. Secondly, the cost advantage is important.

Thirdly, you see that some retailers value the ‘green’

image sea freight has.”

What are the limitations of sea freight?

“Sailing schedules. Most airlines fl y a specifi c route

each day. In most cases a sea vessel only leaves once

a week. For the trade this means a

approach at order moments and for the expected

time of arrival. Another disadvantage is the amount of

boxes to be shipped at once. A 40ft container contains

about 180,000 rose stems. That’s a lot of stems to be

handled at one moment in time, not only for a grower,

but also for an importer. We believe in consolidated

loads, but that brings new logistic challenges in

countries like Kenya and Ethiopia. You need to control

the cool chain better in that case.”

International logistic centre in Ecuador:

Oudendijk Group opened a new logistic centre last

year at San MateoParque Commercial Park (about 2

hours north of Quito and 3 km from their own hype-

ricum farm). The cold store and business premises

(including offi ces and a canteen) are operational for

growers requiring logistic services.

Oudendijk’s new International Logistic Centre in Ecuador.

6001487_36_Cargo.indd 37 25-03-2009 16:22:02

Cargo


IIIInn ttthhhhhee AAAAiiiirrEthiopian Airlines responds to

Ethiopia’s economic expansion:

In May 2006 a new facility was

made operational (handling goods

coming from the horticultural indus-

try as well as the meat and textile

sector and considered to be one

the most sophisticated facilities

in the continent). The current

growth in exports demands another

expansion. The design for the new

building is fi nished and commented

on by different parties like USAID,

FloraHolland and a delegation of

the Dutch Embassy. As soon as the

construction plans are approved by

the airline itself, the construction

process will commence. Mr Busera

Awel, Vice President Commercial,

estimates the building to begin in

the second quarter of this year. He

said it would not take more than

two years to fi nalize the project and

make the new facility operational.

New MD11 freighters: Furthermore

Ethiopian Airlines has purchased

two MD11 freighters that can load

up to 85 tons per plane. The fi rst

plane has taken off in February

this year, told Mr Gebremichael

Biwota, Director Cargo Marketing.

The second MD 11 will be touching

the sky by July 2009. This will bring

the total of freight aircrafts to 6. The

airline is now fl ying 2 Boeings type

747 and 2 type 757s. The aim is to

have 4 MD11s and 3 Boeings 757

available in the coming 5 years.

KLM Cargo party to Chicago

project: The Air France Cargo –

KLM Cargo network covers over

350 destinations in 175 countries

worldwide. From the main hubs:

Paris-Charles de Gaulle and

Amsterdam Airport Schiphol, direct

access is provided to and from the

most important trading centres in

Europe; to optimize the road feeder

network several regional hubs also

exist. KLM Cargo (together with

FloraHolland) will also be part of

the group of companies providing

specifi c logistical know-how in

the fi eld of fl oricultural products to

develop a new logistics centre for

fl owers at Chicago’s O’Hare Airport.

The logistics centre for fl owers

at Chicago’s O’Hare Airport, the

world’s second busiest airport with

an annual passenger turnover of

some 75 million, will be part of an

updated Cargo Section. If all goes

according to plan the new logistics

centre will open in 2010. O’Hare Air-

port wishes to reinforce its function

as a global airfreight distribution

centre. Chicago’s central location

simplifi es national distribution.

In addition it is an ideal meeting

place for fl ights from Europe, Asia

and South America, which is very

important for the shipment of non-

durable goods.

Cargolux Airlines International

setting new standards4: Cargolux

Airlines International, based in

Luxembourg, is the launch custo-

mer of the next-generation Boeing

B747-8F, which will be even more

fuel-effi cient and produce lower

noise disturbances to commu-

nities surrounding the airports

where Cargolux operates. The fi rst

aircraft will join the fl eet in the se-

cond half of 2010; the company has

13 of this new generation aircraft

on order, plus 10 purchase rights

and 2 options.

Packing and stackingHow the cut fl owers are packaged and stacked in the reefer contai-ners also impacts the quality of the fl owers on delivery. Th ere is a capacity for 500 boxes in a 40-foot container. Dry packing is the most common. Van der Hulst adds, “But the boxes should be designed to withstand the humid conditions. Most fl ower growers for example tend to use the standard air freight

link causes disruption of the cool chain and means quality loss. Th e best way to maintain the cool chain for perishable products is having a limited number of links. Th e sea freight of cut fl owers includes only three links: grower, refrigerated container (reefer) and receiver. Th e reefer controls the temperature, ventilation and humidity during transportation, which is not pos-sible with air transport.”

rigorously taken into account,” says Van der Hulst showing us a text-book for horticulture from 1986 in which all varieties, corresponding temperatures and shelf life are listed in detail. Van der Hulst identi-fi es temperature monitoring and control, starting when the product is harvested on farm, as critical: “Our FlowerWatch program3 aims to maintain the cut fl owers at a temperature of 1°C. One weak

Cargo terminal Addis Ababa

6001487_36_Cargo.indd 38 25-03-2009 14:22:21


IIIIIIIsssss FFFFFFFlllllllooooorrrrriiiiiiiLLLLLLLoooooggggg fffffffooooorrrrr yyyyyooooouuuuu???????

by Frank Engelbart and Arjen van Nuland. Started in 2005, in the

Netherlands, the FloriLog project reached completion at the end of last

year. This project aimed to answer questions as to how the ornamentals

sector can strengthen its European retail marketing activities by both

integrating and anticipating domestic and imported sources and thereby

facilitate international logistics. At this moment logistic services are

still too much of an isolated activity. By bringing logistics together

into a European network of Trade Parks along with other activities

(such as commerce, marketing, import, collection, trade, distribution,

processing, packaging, quality and control) added value can be created

within the logistical processes. The Trade Parks offer the possibility of

creating economies of scale at an international level. European fl ows

could be integrated with local fl ows, where at present these are still

frequently transported apart from each other. There would be a number

of advantages gained as a result of this increased logistical effi ciency:

more profi t could be realised; the more streamlined volume fl ows would

give new techniques such as multi-channel marketing a greater chance;

there would be better opportunities for isolated areas; faster realisation

of a broader assortment becomes possible. The European growers can

provide their products by means of the Trade Park while the Trade Park

offers them the opportunity to reach a larger European consumer group.

The Trade Parks will also permit clusters of European traders to coope-

rate in the matter of assortments and sales actions. A logical role for the

auctions, in addition to the quality control, sourcing and other auction

tasks, is to facilitate the Trade Parks by acting as the landlord of the pre-

mises. By introducing these locations there would no longer be the ne-

cessity for exporters and wholesalers to independently rent spaces; they

would also be able to maximise their haulage effi ciency by combining

freight. At this moment the feasibility of the fi rst Trade Park in Germany

is being examined. To receive suffi cient volume for a Trade Park it will

be necessary to build an international network of growers, trade parties

and exporters. In total, six to nine Trade Parks are envisaged in Europe.

These Trade Parks offer good chances to service multi-channel markets.

Within the framework of ‘Greenports Netherlands’ it is also being

examined if transport by train can be started up. The open character of

this proposal offers the chance for everyone to participate who wants to.

([email protected] / [email protected])

boxes, which are unsuitable for sea freight because they lack air circulation and strength. Th e very best option would be to use 5 layer cardboard boxes.” According to Van der Hulst sea freight of cut fl owers may have huge potential in the near future. “Th ere is a strong track record of successful shipments. In my opinion the number of products, destinations and routes will increase in the next few years. Much depends on the size of the company, the right product, direct routes and available vessels. More shipping companies would be more than welcome.”

QualityIn some cases the costs of trans-portation by sea freight may be up to 30% to 50% lower than by air freight. In general, the higher the current air freight rates, the more opportunities a country has; for example, air freight from Ecuador is currently US$1/ kilo more expen-sive than from Kenya.Don van der Meer, manager Ouden-dijk Import, says that his company has reported signifi cant cost savings of up to 50% by using sea freight. Nevertheless, his motivation for sea freight is based on quality, quality and quality. “We are convinced that for specifi c products sea freight is a better alternative to air transport. It frequently happens that products which have travelled two days by plane show much more damage than those transported 14 days by boat.”Van der Meer has noticed a dif-ference in the transport stress tole-rance of cultivars. “Not only growers but breeders as well are critical to the success factor. Breeders and growers will have to work together more and more in selecting the most adequate cultivars for sea transport. In this context, Oudendijk Import fi nds itself in the luxurious position of having its own breeding company for proteas.”

DisappointmentsTh e sea containers are a standard size and can guarantee pre-pro-grammed environmental condi-tions. Still the success rate is not 100%. Firstly, standard clearance

procedures at ports for example, are organized but do not always run as smoothly as at the airports. Th e procedures surrounding phyto-sanitary inspections can be a lengthy process, delaying the release of the containers on arrival. Secondly, cut fl owers are relatively new to most shipping companies and the limited volumes currently involved do not allow any demands to be put on the shippers with regards to transport times or whether there is a direct route or a trans-shipment involved. To put this into some sort of perspective, the leading shipping company Maersk Line serves 20,000 ports, between which the routes are changing constantly. Van der Meer agrees when he says, “Th e limited volumes defi nitely play a huge role. Unlike air transport try outs with sea freight are much more complicated. By plane you can always try out a small shipment sending it by post, but with 200,000 fl ower stems trial shipments are much more dif-fi cult to perform. Big volumes also demand big buyers who are able to handle and sell a huge quantity of fl owers in a short period of time. In the past lots of things have gone wrong. Now lots of parties are acting on their own instead of coopera-ting with each other. You cannot simply decide one day or another to transport your fl owers by boat and then just wait and see what happens. Errors in the crop protection system at the fl ower farm can lead to a higher incidence of botrytis in roses, in this case sea transport should not even been considered.”Facing disappointment after disap-pointment with fl owers transported by sea, a group of Dutch buyers at the FloraHolland auction will be pleading for a note at the clock front saying ‘sea freight’ when fl owers transported by sea pass in front of the clock. Van der Meer fi nds this plea regrettable. “It’s all about quality nothing more nothing less. It has nothing to do with sea freight. And yes, if I have to buy fl owers for my wife I would prefer fl owers that have travelled a long way under the best cooling conditions to fl owers which were quick to arrive, and also, unfortunately quick to wilt.” |||

1 FCI January 2008, pg 12 Sea freight gathers momentum2 FCI October 2007, pg 36 Sea freight distribution3 FCI April 2008, pg 14 Temperature and Teamwork are keys to Quality4 FCI April 2008, pg 44 Setting new standards

6001487_36_Cargo.indd 39 25-03-2009 14:22:29

Awareness of sustainable

development has been slower to emerge

as a major society expectation and

market demand in France. Nevertheless,

following the initiative of a handful

of growers and the French garden centre

- Botanic, and some positive government

policy, it is now becoming a hot issue

that is generating a number of initiatives

in the ornamental industry.

France

by Marie-Françoise Petitjean ([email protected])


accredited certifi cations. Ornamental plant suppliers have been given three years (until 2010) to embark on the MPS ABC environmental monito-ring scheme. For imported fl owers, Botanic promotes Fair Flowers Fair Plants (FFP) certifi ed fl owers. Jean-Marc Riva confi rms “the pact orientates our whole purchasing policy. We are fi rst and foremost accompanying our present suppliers in our action, while setting up new sourcing, when necessary. Our com-mitment has also led to us increasing our regional supply.”If other garden centre chains initially expressed scepticism regarding this initiative, several, like Truff aut, are

now following Botanic’s tracks by publishing

their own mission statement under

the motto “Plus belle sera la terre” (for a smarter earth) and a set of 8 commitments of which preferentially

sourcing MPS or organic certi-

fi ed plants.

and replaced by alternative natural products. Th is was a risky decision, since most gardeners lack know-how on crop protection, but the challenge seems to have been taken up. “Except for weeding, where few other alternatives to mechanical or heat weeding can be proposed, we have worked out alternative solutions with our suppliers,” says Jean-Marc Riva, purchase manager. Botanic is also working towards pha-sing out all products using disposa-ble batteries, PVC and conventional light bulbs.Under “objective 100%” of the pact, all food products sold, including herbs and garden plants, must be organic. Points of sale have been enriched with new organic food markets, as well as organic hygiene and beauty products and the “Café Philo”, where consumers are invited to participate in debates while enjoying organic and fair-trade food, coff ee and tea. All product lines must prove themselves to have been produced in an environmental and socially responsible way through

Botanic is a chain of garden centres with 62 points of sale in France and two in Italy.

Since its inception in 1995, a focus has been put on environmentally-friendly options, with points of sale preferentially using natural material, like wood. However, sustainability was really established as a corporate strategy in 2005, when Botanic cre-ated “eco-gardener” corners at their points of sale to advise customers on alternative protection methods, they also stopped sending paper publicity in the mailbox and they phased out the sale of chemical crop protection agents and fertilisers. In 2007, Botanic passed a major milestone by publishing their mission statement to be the fi rst alternative network of shops for natural, ecological and organic pro-ducts for the garden, house, persons and pets. Botanic’s vision is that sustainable development is a long term orientation that every citizen and economic stakeholder has to embrace. Th rough their motto: “towards a new way of living”, Botanic express their intention to push and accompany consumers in this change. “Today, the French are ready to change their behaviour and adopt more responsible consump-tion patterns, as long as we propose practical solutions. Botanic wants to play a role in this dramatic change in production and consumption,” says Luc Blanchet, chairman.Th is commitment to sustainabi-lity forms the subject of Botanic’s strategic pact, a three year action plan comprising four objectives and 25 practical and measurable com-mitments covering all components of the business: supply, product policy, points-of-sale, logistics and communication. In 2008, under “objective zero”, all chemical crop protection agents were withdrawn from the shelves

France turns GreenRetailers: Botanic leads the way “towards a new way of living”

If other garden centre chains initially expressed scepticism regarding this initiative, several, like Truff aut, are

now following Botanic’stracks by publishing

their own missionstatement under

the motto “Plus belle sera la terre” (for a smarter earth) and a set of 8 commitments of which preferentially

sourcing MPS or organic certi-

fi ed plants.

Under objective 100% of the pact, all food products sold, including herbs and garden plants, must be organic. Points of sale have been enriched with new organic food markets, as well as organic hygiene and beauty products and the “Café Philo”, where consumers are invited to participate in debates while enjoying organic and fair-trade food, coff ee and tea. All product lines must prove themselves to have been produced in an environmental and socially responsible way through

6001487_40_France.indd 40 25-03-2009 14:24:29


In 2000 MPS pioneered envi-ronmental management in fl o-riculture in France. At that time,

there was no clear market demand, but the growers association FNPHP anticipated MPS would become inescapable and in 2001 took the initiative to have a French pilot group established in order to get a scorecard adapted to local conditi-ons of production. A handful of gro-wers joined from the beginning, most of them from the nursery stock sector. Today, MPS has 80 French members representing around 12% of the Fre-nch, farm gate value of production and is by far the most established eco-label; there are also four or fi ve other companies committed to the national Good Agricultural Practice (FARRE) scheme or ISO 14001.Several companies are moving to organic production, especially in the fi eld of garden plants and herbs (aromatic plants). Two of them introduced their concepts during the Salon du Végétal; Hortitouraine, who won the “Bronze Innovert® Award” for their Vivenat® concept, and Taugourdeau Plantes & Plants. Hortitouraine is growing 6 million bedding plants and garden plants in central France on a 7 ha operation. “Growing organic was in our plans for several years. We recently had the opportunity to buy an adjacent farm devoted to organic production which enabled us to grow our fi rst organic crops right away without waiting the prescribed three years to get the offi cial, French AB organic certifi cation,” says Jacques Gauthier, owner of the company. Production, packaging, proximity and seasonality, every aspect of the Vivenat concept has been reviewed

for sustainability; seeds and pot-ting soil are also organic. Plants are grown in plugs and packed in a natural wooden crate coming from local sustainable forest. Th e concept does not include any full-colour labels or facings and consumers are invited to visit the Vivenat website to download growing information. Last but not least, Jacques Gauthier wants to stick to natural seasonality. “We will not market the product before April 10 to 15, depending on the weather, to maximize chan-ces of success in the garden. Th e response from all major retailers, especially garden centres, has been

enthusiastic and goes beyond our expectations, which proves that we are on the right track. We have scaled up our production plans from 200 to 500,000 plants for the fi rst year. Th is is pushing us to ac-celerate the implementation of our strategic plan by developing agree-ments with a network of growers able to grow Vivenat according to our strict specifi cations. A network of growers is the condition to fulfi l the high demand while staying con-sistent with sustainability and the ‘locally grown’ option.”

Fair trade: cut fl owers on the forefrontTwo international programmes are actively promoting fair trade fl owers, mainly roses from deve-loping countries. Max Havelaar is present at Truff aut, several mass marketers as well as a large num-ber of independent fl orists; FFP fl owers are now sold in 114 fl orists and retail shops, amongst these are the Botanic and Le Bouquet Nantais networks.

>>>

Production: MPS recognized by the market, some growers go for organic

Government policy

The government is acti-vely working on a legal framework for sustainable

agriculture. In 2007, the French go-vernment organised the “Grenelle de l’Environnement”, a wide-ranging discussion involving all stakeholders, the conclusions and recommenda-

tions from this initiative have led to the Grenelle 1 law that has just been approved by the French Parliament. Among a wide set of measures co-vering all economic fi elds, two will directly impact on horticulture.Firstly, by 2012 all pesticides considered worrying will see their

6001487_40_France.indd 41 25-03-2009 14:24:40

France


approval withdrawn. A fi rst list of 30 active ingredients has already been published; it will be followed by a list of 20 others. Th ese lists are presently being discussed at European level. Growers in orna-mental horticulture fear that this policy will lead to phytosanitary deadlocks in the protection against harmful organisms.Secondly, within the same timeframe 50% of farms should have embarked on environmental certifi cation, with three levels up to the governmental “High Environmental Value” (HVE) cer-tifi cation. Th e scheme will cover biodiversity, phytosanitary usage, fertiliser and water management and energy consumption. Th e fi rst level comprises an obligation of means (good practice) while level three incurs an obligation of registration and result. Th e HVE scheme should not replace existing schemes. Discussions are being held to see how, and to which level, existing schemes like MPS will be benchmarked as growers want to avoid piling-up multiple certifi cations. Th e Grenelle law has also been seen by the sector as an opportu-nity to stake a claim for the value of plants in public amenities. Th e Landscapers Association, UNEP, made a strong and successful lobby to ensure that trees and plants are expressly mentioned in the law as a means to improve the environment, quality of air and water, health and social cohesion. France is a partner in the Green City campaign destined to be an important issue for the political decision-makers. All these initiatives lead to more sustainable horticulture, even if we cannot yet talk about a concerted national action plan. Th is could be a new opportunity for ornamental products, but it will also create chal-lenges for growers as demand and retailers’ action develop faster than production. Th is could have the per-nicious eff ect of increasing imports, as we have already seen take place in the organic food sector. |||

AAAAAA ddddddeeeepppprrrreeeesssssssseeeedddddd mmmmaaaarrrrkkkkkkeeeettttFrench production covers 22 000 ha, mostly in pot

and bedding plants (45%) and nursery stock (38%).

Although widely disseminated over the whole country,

several regions lead the way, like Pays de la Loire for

pot plants and nursery stock, or the Var region (French

Riviera) for cut fl owers.

Key fi gures on French production:

• Number of growers: 6644

• Area under production: 21 798 hectares,

of which 1 900 ha covered

• Value of production at farm gate: 1 769 € million

Companies are mostly family owned farms, with an

average of 4000 m² of covered crops and 3 ha of nursery

stock. Because consumption markets are nearby, the

majority of growers have developed short distribution

channels: 26,6% of fl owers and plants are sold directly

to the consumer and 6% to fl orists, while 28% go to

retailers (garden centres, supermarkets or DIY stores),

16% to wholesalers and 12% to landscapers or public

authorities. These short outlets explain t he absence of

consolidation (less than 10% of production is marketed

to growers organisations) and specialisation.

What used to be an opportunity in the past has today

become a weakness : the increasing concentration of

buyers, be they supermarkets or fl orist networks, makes

it diffi cult for a single grower to serve the distribution

market and has so far led to an increase in imports,

mostly from Dutch exporters. Beyond this structural fea-

ture, the increasing demand for Mediterranean plants is

profi table to Southern European countries, like Italy and

Spain. Thus, production is facing hard time. Some region,

like the Loire Valley have taken the measure of the threat

and are working on an action plan to build on compara-

tive advantages, like quality of quite bigger plants that

the common offer from Northern Europe, proximity and

sustainable practice.

A DECLINING CONSUMPTION

With 62 million inhabitants, France1 is the third con-

sumer market in Europe, after Germany and the United

Kingdom. Consumption is estimated at € 2,9 billion, of

which € 2,1 billion for fl owers and indoor plants and

€ 827 million for outdoor plants.

The market is mature, with a slightly decreasing trend

consumption patterns for more than 5 years, both in

terms of purchases and the number of buyers. The fi rst

fi gures for 2008 seem to confi rm the decrease, with a

3,6% decrease in indoor plants (-5,30% in quantities)

and 2.1% decrease in outdoor plants purchases (7,4%

in quantities), mainly attributable to the last 3 month

crisis. This is not good new for a sector desperately

looking forward a good season. Nevertheless, the drop

in quantity is higher than the drop in expenses, which

could indicate a higher average price per purchase.

Purchases of fl owers and plants in France is linked

to special events or public holidays, who represent

54% of the purchases against 28,5% for cemeteries (all

saints chrysanthemum or Erica) and 18 % for own use.

Development has taken place for fl owering plants,

with high-value presentation, like Phalaenopsis,

while cut fl ower consumption is more under pressure.

According to some analysts, consumers would reduce

the frequency of purchase, but then opt for a product

with a potential longer lifetime. Garden centres and

fl orist networks are gaining market share at the ex-

pense of traditional fl orist shops and street vendors.

PURPOSE OF PURCHASE

The picture for outdoor plants is comparable,

however with a higher difference between the drop

in quantities purchased and purchase value. This is

especially due to the balcony and terrace segment,

with more expensive container items than bare root

plants for the garden. Ornamental shrubs, small fruit

(berry shrubs), are on the rise, while conifers, bedding

plants, bulbs and rose bushes are down.

Garden centres and growers have initiated discus-

sions on how to revive consumption, and a number of

initiatives to respond consumers’ demand are taking

place in the fi eld of marketing, service and sustainability.

But uncertainty is high on market perspectives, as the

consumer is presently divided between confl icting ex-

pectations of nature and sustainable development, low

price and “life-style” high value products. This creates

an exciting challenge and a chance for growers and

garden centres in search for the perfect combination: a

trendy AND sustainable AND value for money plant.

Quantities

(M €)

Change

(%)

Value

(%)

Change

(%)

Flowers / indoor plants 182,9 -5,30 2069,7 -3,60

Outdoor plants 412,2 -7,40 826,6 -2,10

Own use Gift Cemetery

Flowers / indoor plants 17,70 % 53,70 % 28,50 %

Garden Terraces

and balcony

Cemetery

Outdoor plants 66,60 % 27,90 % 5,50 %

Source : VALHOR 2008

5%

92 M

670 M

424 M

376 M

207 M

12%

21%

24%

38%

Nursery stock

Pot plants

Bedding plants

Cut flowers

Bulb and others

1Continental France. 63,8 million with overseas territories

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The South African Flower Growers’

Association (SAFGA) , together with the

South Africa Export Council (SAFEC),

create a professional community for

growers to exchange knowledge and judge the potential of new

market opportunities.

South Africa

by Cilla Lowen (cilla@fl oracultureinternational.com)


works closely with the Department of Trade and Industry (DTI) and forms part of the Trade Export South Africa (TESA) council which meets on a quarterly basis. Compared to some other industries represented at TESA, the South Af-rican fl oricultural industry is small achieving export sales of R524 million (€41 million) in 2008.SAFEC’s outward missions are funded by DTI, and appointments with interested parties set up by consulates and embassies. On their return, SAFEC shares contact details with their members to follow up. SAFEC itself sponsors its members on outward missi-ons with trips to Poland, Russia, Argentina and China taking place last year. In this case, members are expected to share their informa-tion with other export members. An indicator of the success of these missions is that importers from Spain and China have since visited South Africa to continue negotiati-ons. Hosting and dealing with queries of such inward missions is another function of SAFEC.

CommunicationSAFGA employs several communi-cation methods to achieve its objec-tives. In mid-2008 its website (www.safl ower.co.za) became operational. Th is year, each portfolio manager

to share information and discuss their experiences. Study groups are planned for growers of roses, gerberas and chrysanthemums. SAFGA also liaises with the De-partment of Agriculture on factors aff ecting growers, such as policy changes and labour matters, and then informs its members. Lobbying with the auctions for fair practices for growers is another function. In commenting on changes created by the economic downturn, Duif says, “Th e trend is that growers of good quality product are now selling directly to wholesalers and bypassing the auctions.”Responding to technical queries from members, non-members and international parties is another of SAFGA’s functions. Th is could in-volve linking importers with growers, or helping growers with information on topics such as fertilisers, soil types and spraying programs. Th ey do this by putting members in touch with relevant consultants.

New marketsOf SAFEC’s functions Duif says: “Our main criterion is looking for new markets. We fi nd with outward missions we get better closure.” Last year SAFEC members visited im-porters in Spain who are interested in proteaceae and chrysanthemums. To facilitate export trade SAFEC

In 1959, ten cut fl ower growers took the initiative to establish the South African Flower

Growers’ Association (SAFGA), a non-profi t organization, with the aim building communication and creating learning opportunities for themselves and others in the industry. Seeing the need for a mar-keting function, in 1999 SAFGA established the South Africa Export Council (SAFEC) a separate non-profi t organization falling under the umbrella of SAFGA. As the name implies, SAFEC’s prime function is to promote South African cut fl owers to overseas markets.To date SAFGA has 120 members. Its core membership consists of cut fl ower, bulb and pot plant growers. Exporters, freight forwarders, affi liated product and service indu-stries like packaging suppliers and greenhouse construction companies and consultants working in the fi eld of fl oriculture, constitute the balance. Key members in the mix are Multifl ora, which is South Africa’s main auction located in Johannes-burg, plus two smaller auctions in the same province, as well as Flower Dynamics, an e-trade auction. Another member who provides an important perspective is Interfl ora African Areas. René Schoenmaker, managing director of Bergfl ora’s Johannesburg branch, serves as chairperson of SAFGA. Bergfl ora is one of South Africa’s top export companies. His vice-chairperson at SAFGA is Jac Duif, a horticultural consultant for cut fl owers and bedding plants. Duif, with 40 years’ experience in fl oriculture to his credit, also serves as CEO of SAFEC.

Functions“SAFGA’s main function is to communicate with growers and to create learning opportunities for them,” says Duif. One example of a learning opportunity is the two study groups organised for growers of lisianthus who came together

A network to know

SAFGA Grower’s Day held at Safropa Farm in northern South Africa. (Photo by courtesy of ‘Undercover Farming’)

6001487_44_Sagfra.indd 44 25-03-2009 14:25:55

SAFGA exhibition at Plantimex Trader’s Day. (Photo by courtesy of ‘Undercover Farming’)

Th e Google GameWith the internet so readily available, in most parts of the world,

and with the many options this media brings with it, if you have a

few minutes to spare why not play the Google game?

It’s really very simple, think of something, or someone, and Google

it (that is search for it on the Google search engine). Th e fi rst piece

of info you get is how many pages Google found that have an entry

with that same name, on the left (or right side) you get info from

companies that have paid Google in the hope that you will click on

them fi rst and then you get the whole list.

I started with my name Leaora. So what did I fi nd? Th inkbaby-

names.com, here is what they have to say. Leaora \le(o)-ra\ is

pronounced lee-OR-ah. It is of Greek origin, and its meaning is

‘compassion, light’. Now that explains why I love Greek salad. I

found a Leaora at the Department of Corrections in Washington

State, it would also seem to be the case that there are a lot of Leaora’s

in the real estate business and in April a Leaora is registered for a

car race, but by far the best is the Leaora at Vampirefreaks.com.

When I searched my surname, Policar, the fi rst thing Google asked

me was maybe I meant ‘Police’ …no I didn’t. Th e fi rst site I got

was in Italian. Policar.info is a site dedicated to slot cars - that’s toy

racing cars - that were around in the 60’s and 70’s. Th ey even have

a Policar Mini. Th en I found Captain Darrin Policar, the Pirate of

Geneseo, hmm... does that mean I married into a pirate family?

When I Googled my kids names I also got some interesting results.

When I searched Gahl, my eldest son’s name, I found dancers, a

genome researcher, a cosmic navigator and a symphony director.

Under Aylah I was immediately taken to a site called Chinese-tools.

com and the name was miraculously transformed into Chinese

characters. For my youngest, Timna, there was lots of stuff about

Timna park, the place where King Solomon mined copper.

I couldn’t help myself; I just had to try Anabel. So here goes.

Did you know that according to Wikipedia it’s a Spanish version

of Annabel. You have the Anabel comics, songs on You Tube, hotels

and even a vegetarian dish at the Anabel Taylor restaurant. You have

rugs, tennis players, artists, an escort service, a phone company in

Nigeria and an organisation looking for engineers in Anabel,

Missouri. Th e strangest thing I found was Anabelassociates.com

where you have the Anabel team, two funny-looking people dressed

as cooks and what do they do? Cook? No, these people translate

from English to French.

So, next time you have a bit of time to spare, why not try this game.

Touchby Leaora Policar

Leaora Policar, together with her husband Eyal, runs a fl owerfarm

in the Arava Desert in Southern [email protected]


on SAFGA’s committee will submit a monthly report for the website. Th ese reports will also be included in SAFGA’s monthly newsletter for members. Another advantage for members is access to statistical data of national and export fl oriculture sales fi gures on the website. Th e bi-monthly national magazine “Undercover Farming” provides regular editorial opportunity for SAFGA to get its message across and is sent free to the organisati-on’s members. As SAFGA is a part-ner of FloraCulture International, its members receive a free copy of this magazine too. Participation in international trade exhibitions is another communication tool used. Th e 2006 Hortifair was the most recent. But the highlights on the SAFGA calendar are Growers’ Days and the Annual General Meeting. Growers’ Days happen twice a year. It is a social occasion when growers get an opportunity to network and visit the larger farms to learn how they operate.

Looking aheadBlack Economic Empowerment (BEE) is a key strategy of the South African government and SAFGA is in line with supporting this initiative. Timbali Tech-nology Incubator in Nelspruit, Mpumalanga, in northern South Africa, is a SAFGA member. Th e BEE operation consists of turnkey franchises located on site and run

by 30 apprentice and independent fl ower growers who grow gerbe-ras, lisianthus, asters, sunfl owers, snapdragons, dianthus, celosia, gypsophila and strelitzia.SAFGA has submitted a proposal to the Department of Agriculture that involves a 3-year mentorship scheme providing on-the-job trai-ning that will ultimately facilitate the establishment of similar BEE start-up programs. With not one South African tertiary institution off ering a diploma or degree in fl o-riculture, SAFGA is also lobbying for the creation of a fl oriculture seat at the universities.Other plans for 2009 include a study group off to Brazil in May to learn how they grow fl owers there, as well as representation at the trade fair in Atlanta, USA, in September and an outward mission to Hun-gary and Poland also in September.Two organisations understanda-bly attracted by the benefi ts that SAFGA off ers are the Protea Pro-ducers’ of South Africa (PPSA) and the South Africa Protea Exporters’ Association (SAPPEX), and they will be swelling the membership numbers signifi cantly when they join SAFGA in April 2009. “Our main interest is the interest of the growers,” says Duif. SAFGA shows this philosophy to be true through their success in building communi-cations, creating learning oppor-tunities and facilitating export linkages. |||

6001487_44_Sagfra.indd 45 25-03-2009 14:26:03

In New Zealand the Calla Council (NZCC) coordinates research

and promotion for the sector’s growers and

exporters, using its website and meetings

to encourage the effective

implementation of valuable information

resulting from individual projects.

New Zealand

by Dr Keith Funnell, Chairman NZ Calla Council


the NZ Calla Producers Association (NZCPA) and the International Calla Association (ICA).Continuing the relationship between research providers, the NZCC immediately set about supporting research and extension projects, as it continues to today. However the NZCC recognised all this research would be of limited value unless eff ectively disseminated and implemented. Hence even at the fi rst meeting of the Executive, discussion was held on “the need for a comprehensive guide for growers to the production, harvesting, and grading of callas” (Report of First Exec Meeting - NZCC, 1991). Together with fi nancial assistance from TRA-DENZ and NZ’s Agricultural and Marketing Research and Develop-ment Trust (AgMARDT), the Calla Growers Manual was fi rst published in 1994. Th e content of the manual is progressively being placed on the NZCC website, with updated/revi-

The NZCC was formed in 1991; the postal ballot of the 300 growers and

exporters involved in formation of the fi rst Executive occurred in September of that year. At this time “almost fi ve times as many growers support the Council than oppose it” (NZCC Newsletter No. 4, 1991), illustrating wide support. A signifi cant event that acted as a catalyst for the formation of the NZCC was in 1989 when calla growers and exporters at the NZ Flo-riculture Federation Conference (the national growers representative body at that time) voted to put in place a voluntary levy (2%) on exports to fund research and promotion. With ongoing government incentives provided by NZ Trade & Enterprise (TRADENZ), growers and exporters subsequently agreed to establish an incorporated society, i.e. Th e New Zealand Calla Council Inc.Prior to 1991 no individual statis-tics were collected for export earnings from callas as a separate commodity. In 1991 export earnings from callas as cut fl owers was ranked in second place after orchids, bringing in NZ$3.1 million (Department of Sta-tistics, NZ), with additional earnings from tuber exports. In 2007 this had grown to an industry worth NZ$9 million, with NZ$3.2 million earned from tuber exports. Callas remain ranked second in named fl ower types for their export value from NZ. Th e sales value of calla fl owers domes-tically in NZ is estimated to be an additional NZ$4.1 million. (NZ$1 = €0.40)Prior to the formation of the NZCC, other collectives of interested calla-groups were active (1984-1990). Th ese were primarily focussed on R&D initiatives, working with research providers such as Massey University, NZ Nursery Research Centre, Ministry of Agriculture & Forestry, and the then named De-partment of Scientifi c and Industrial Research (DSIR). Th ese collectives that preceded the NZCC included

Calla contact point

Secretary/Treasurer of the NZCC, Don Thomson, and other calla growers during a regional discussion group meeting to a property growing callas for tuber production.

sed sections available to members. In collaboration with TRADENZ, in the early years of the NZCC a signifi cant amount of activity also related to the Council’s objective of a market development program. As a result of participating in numerous international trade fairs, and market research, a number of reports were published from 1990 onwards, so as to provide the platform for moving the marketing of calla products forward into the future.

R&D initiative A major technical R&D initiative is planned for the 2009-2011 growing seasons. With assistance from AgMARDT and Massey University, the NZCC will assess and refi ne, under commercial conditions, new technology to enhance bud number and size of calla tubers in the fi rst season of growth, and increased fl oral pro-ductivity in the second season.

6001487_46_NZCC.indd 46 25-03-2009 14:26:22


Th e new technology has been deve-loped by fl oriculture researchers at Massey University.Together with the NZ Flower Exporters Association, the NZCC hopes to facilitate future market development projects, aimed at increasing export earnings. Th e success in recent years of market development projects in the USA market for the NZ cymbidium orchid industry is seen as a possible exemplar for us to follow.For exporters within most agricul-tural industries, phyto-sanitary in-spections, grower certifi cation, and product traceability are increasingly becoming part of everyday life. NZ calla growers became acutely aware of the serious implications of this in September 2008 when larvae of the light brown apple

moth were detected in shipments of Forsythia fl owers on the US border. As a result, the US Department of Agriculture suspended all imports of fl owers from NZ on September 11, including callas. Th e NZCC, together with MAF, exporters and other grower groups, developed an acceptable Compliance Program and, for calla growers, a workable Risk Management Plan (RMP) that they can follow. Th e Compli-ance Program came into eff ect on November 1st, 2008 cutting the period of lost export earnings to approximately six weeks. Individual calla growers are not necessarily well equipped to respond to such chan-ges in market access, and the NZCC expects that in the future it will be need to respond to similar demands from other importing countries. |||

NNNNZZZZZCCCCCCCC oobbbbbjjjjeecctttiiiivveess• To catalyse and guide development of the New Zealand calla industry

through activities which support establishing, funding, and implementing

an industry and market development program covering calla fl owers,

tubers, seeds and tissue culture material of the genus Zantedeschia.

• To hold ownership of intellectual property on behalf of the calla industry,

including trademarks and research results.

• To communicate with members items of material progress, interest and

concern, including technical/scientifi c and market research reports.

WHAT WE DO

As a centralised communications hub for its members, the NZ Calla Council

(NZCC) has established a website (www.callacouncil.org.nz). This also

provides information for those new to callas, who want to learn more about

the NZ calla industry. The NZCC periodically (3-4 times per year) produces a

newsletter (CALLAnews) and this is also posted on the website.

The NZCC stages an annual conference to provide additional networking

opportunities, an opportunity to learn more about effective production and

marketing of calla products and discuss topical issues. Regional groups of

the NZCC hold regular functions for existing and potential members. The

NZCC is recognised by national horticultural organizations and Government

bodies, and makes representation to these on behalf of members.

WHAT WE DON’T DO

The NZCC does not grow and/or market calla products itself and, therefore, any

information presented is not biased by commercial motives..... instead it aims to

provide an independent forum for information of value to those involved with the

calla industry, associated with the production and marketing of calla products.

Decoupled? I am in the huge new Pudong airport in Shanghai waiting for my

long fl ight home. It was a quick visit to a trade show I had never

been to before. Coming to China and seeing all of the building

going up made me wonder if they are living in a diff erent economy

than I am. Th at was, until I started asking some questions. Th e

large international hotel I stayed at had a 30% occupancy rate

last month so they were happy that it was now running 35%. Th is

hotel has contracts with several airlines for overnight stays of crews

so much of their occupancy is at low contract rates. Th e trade show

was not crowded but the exhibitors did not complain, at least not

to me. But the fact that I could spend two hours in a stand and not

see anyone else stop to get information told me enough - it was not

busy enough. Almost no Americans were at the show.

I was told a year ago that the economies of the fast growing third

world countries were now decoupled from the US economy. Th ey

could and would stand on their own. China is still projecting a sub-

stantial growth rate compared to the rest of the world. But is it true?

Are they going to stand on their own? Our biggest risk in doing busi-

ness in China today is putting down a deposit with a company that

will go quickly and quietly out of business. Th ousands of factories

have closed their doors this year already. Many people coming back

from New Year holiday found they no longer had jobs.

Still, Shanghai is an industrial powerhouse. As you drive to the

airport, the great names like Sharp, ABB, Omron, and other gi-

ant manufacturing organizations have huge factory facilities one

after the other. Th ese companies are not going out of business.

Th ey may have a bit less business than in the past but they are not

going to close. It is the smaller, domestically-created companies,

which are more fragile, that are closing down due to lack of orders.

Orders from the US and Europe are much harder to come by, and

the factories need these orders continuously or they cannot stay in

business. China is completely dependent on export manufacturing

for job creation. A small shift in demand has terrible consequences.

While in Shanghai, I had the opportunity to talk with the owner of a

number of apparel factories. He was educated and lived in the US for

fi fteen years before returning to China to make his fortune. He does

contract garment production for a number of large US retailers and

said that based on his order book, 2009 will be the worst in his his-

tory. I asked if he did work for the giant department store Macy’s, one

of my favorite stores. He said their volume was too small. But he said

that on a recent trip to New York, he shopped at the Macy’s fl agship

store and purchased a lot of clothes to take back to China with him.

He said the price was lower than in China and that we will never see

such low prices in our lives again.

Decoupled economies is an idea, not a fact. We are all in this together.

Stuff by Kerry Herndon

Kerry Herndon owns Kerry’s Bromeliads,a tropical potted plant nursery

in Homestead, Florida, United [email protected]

6001487_46_NZCC.indd 47 25-03-2009 14:26:29

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This index is provided as a service to our readers. The publisher does not assume responsibility for errors or omissions.Visit FloraCulture International advertisers on the internet by linking to their Websites from our Digital Online Advertiser Index at www.fl oracultureinternational.com. For readers who do not have internet access, please send your request for additional information from any of our advertisers to FloraCulture International B.V., PO Box 82, 1850 AB Heiloo, the Netherlands, or by Fax+31(0)72 53 23 521. Be sure to include your name, company name, address, faxnumber and the name(s) of the companies about which you would like to receive additional information.


Company Page website

Armada ......................................................................22 ..........www.armadayoungplants.nl

Colombian Association ..........................................50 ............................www.fl orverde.org

of Flower Exporters, www.asocolfl ores.org

Asocolfl ores Florverde

Brandkamp GmbH ...................................................34 .........................www.brandkamp.de

Container Centralen ..................................................2 .....www.container-centralen.com

Dutch Plantin B.V. ....................................................43 ....................www.dutchplantin.com

Ernst Benary Samenzucht GmbH .......................51 ..................................www.benary.de

Floragard Vertriebs GmbH ....................................43 ............................. www.fl oragard.de

Flowerport Logistics B.V. .......................................26 .............www.fl owerportlogistics.nl

Flowers and Cents ...................................................43 .............www.fl owersandcents.org

Hawe Systems Europe B.V. ..................................21 .................www.hawesystems.com

Horticoop .....................................................................4 ..............................www.horticoop.nl

Company Page website

Konst Alstroemeria B.V. .........................................22 ...................www.alstroemeria.com

Mardenkro .................................................................22 .......................www.mardenkro.com

Market News Service-MNS ................................48 ....................www.intracen.org/mns

Moerheim Roses & Trading ..................................34 ........................www.moerheim.com

Nyenrode Business University ............................43 .............................. www.nyenrode.nl

Pindstrup Mosebrug A/S .......................................52 ......................... www.pindstrup.com

Pöppelmann GmbH & Co. KG ...............................51 .................www.poeppelmann.com

Profl ora .........................................................................3 ........................ www.profl ora.org.co

Sogo Team Co., Ltd. ...................................................6 ............www.sogo-orchids.com.tw

Stal & Plast A/S ........................................................34 ........................... www.staal-plast.dk

Stan Brouard Group ................................................21 ..................................www.sbpi.co.uk

Takii Europe B.V. .........................................................6 .........................................www.takii.nl

M. van Veen B.V. .......................................................6 ...................www.mvanveenbv.com

6001487_48_classifieds.indd 49 26-03-2009 09:48:39

ColombianGrow_203x273.indd 1 24-11-2008 09:58:536001487_00_ADS.indd 50 25-03-2009 14:10:54

Innovations for growing success

Our customers expect superior qualityand reliable service with competitive prices.

You can depend on us. Always.www.teku.com

poppelman_178x124.indd 1 17-03-2009 12:15:02

A Big SuccessStately show on patios, in garden or park settings, or landscape plantings

Prolific bloomer, extremely large flowers all season

Thrives in full sun or shade

Self cleaning effect, minimal maintenanc e required

Three attractive color combinations

Early flowering, great retail appeal

www.benary.com

Begonia x benariensis F1 hybrid

Big is beautiful!

Benary_78x124.indd 1 06-02-2009 14:46:22

6001487_00_ADS.indd 51 25-03-2009 14:11:03

Pinstrip_203x273.indd 52 24-11-2008 11:26:036001487_00_ADS.indd 52 25-03-2009 14:11:10

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