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Lesson 1Exploring the International Flower Market
Interest Approach Why are flowers imported from
foreign countries? Why do we not grow all the
necessary flowers here in the United States?
What do you think is the percentage of flowers that are produced outside
the United States?
Student Objectives 1. Describe the scope of the
international flower market in the florist industry
2. Explain the international flower distribution system
How Big Is the International Market to the Cut Flower Industry?
These three types of flowers are produced outside the U.S. Often grown in
hydroponic greenhouses (flowers are grown in nutrient rich water solution versus soil)
Used in the Netherlands
010
2030
40
5060
70
8090
Carns. Roses
Mums
Percentgrown
Another leading country for flower production is Columbia Flowers are grown outside in the mountain
regions Latin America’s floral production is
expanding because labor is so cheap and flowers are a labor intensive crop to produce
Other countries include Spain, Kenya, Israel and India
Courtesy of Interstate Publishers
Regions and Countries That Produce Flowers for the International Market North America - Europe - South America - Middle East - Asia - Africa - Central America-
United States: California, Florida, Hawaii
Netherlands, France, Italy, Spain
Columbia Israel Australia, Singapore South Africa, Kenya, Ivory
Coast Mexico, Jamaica, Guatemala,
Costa Rica, Honduras, Ecuador
Courtesy of Interstate Publishers
The domestic market (that found in the United States) is on the decline The U.S. greenhouses propagate more of the
potted and foliage plants rather than cut flowers
Ex. Poinsettias and houseplants International markets rely heavily on air traffic
in order to link producers with the retail consumer
Many floral producers ship their product to the International Flower Auction in Aalsmeer, Netherlands There it is auctioned off to wholesale buyers
around the world
Cut Flowers and Production Regions Roses - Carnations - Tulips- Tropical ginger- Chrysanthemum- Iris- Sprengeri- Leatherleaf- Eucalyptus- Ti leaves-
Israel South America Netherlands Hawaii South America Netherlands North America North America Hawaii Hawaii
Courtesy of Interstate Publishers
How Do Flowers Get From a Grower in Columbia to a Retail Florist in the United States? Flowers can be bought by a retail florist
directly from the grower This can occur via the internet or by phone Flowers must go through inspection by the
USDA (U.S. Department of Agriculture) and by the U.S. Customs department This department of the government imposes
international tariffs on products outside the United States
Flowers are flown from the grower to the flower auctions in Holland by exporters - companies that ship products to other companies Ex. Carnations from Columbia, roses from Israel
and tropical flowers from Hawaii Buyers from around the world inspect and buy
the flowers Once purchased, the flowers are shipped by air
to the wholesalers This must occur quickly because flowers are
perishable - one that dies very quickly if not treated properly
Courtesy of Interstate Publishing
Steps involved in the production and distribution of cut flowers 1. Field workers cut flowers early in the
morning 2. Flowers sent to auction that day 3. Next day, a buyer purchases the flowers
and ships them to Chicago, for example 4. Flowers arrive at the wholesaler the same
day and are conditioned (processed to extend their vase life)
5. Next day, the flowers are sent to retailers such as a florist
A wholesaler can purchase flowers directly from the growers, eliminating a whole day’s travel This keeps the flowers fresher for the retailer
A wholesaler can also sell flowers to garden centers, retail outlets and the mass market - a place where the general public can acquire particular goods
Summary 1. Where are most cut flowers produced? 2. What is the difference between a domestic
market and an international market? 3. Describe the role of an exporter. 4. Why are cut flowers perishable? 5. Where do foreign producers send their
product once it is harvested? 6. There are three ways that a consumer can
purchase cut flowers. What are they? 7. What is the role of the US Customs
Department?