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FloraCulture The business magazine for worldwide floriculture

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Robot growers are the future of horticulture In its November issue FloraCulture International will produce a supplement themed on HORTICULTURAL ROBOTICS AND AUTOMATION. “We want our readers to be informed on the widest possible range of new horticultural technologies, from new applications of robotics and sensor technology to the next generation sorting solutions in cut flowers and revolutionary propagation and liner systems,” said editor Ron van der Ploeg. The theme issue will showcase the very best of the world’s leading technical companies. Editorial includes a comprehensive overview of innovations, tips to find specific products and many interesting company profiles.

The ROBOTICS AND AUTOMATION supplement will be distributed in print and online to over 104,000 readers. The editorial staff of FloraCulture International will ensure that this special supplement will be developed with the same dedication and professionalism as seen in the monthly magazine, which in circulated in 142 countries.

For more information contact the FCI TEAM Jaap N. Kras jaap@floracultureinternational.com +31 (0) 653 241 121 Hedd Alwyn Hughes hedd@floracultureinternational.com +31 (0) 622 165 220 Angie Duffree angie@floracultureinternational.com +31 (0)297 769 095

The theme issue offers an unique opportunity to promote your company and your product.

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Floraculture International encourages the pursuit of joint activities in areas of mutual interest with national and international societies, companies and organisations. Agreements have been reached between Floraculture International and leading growers and trade associations in 24 countries. This unique partnership includes a complimentary copy for each member of the registered associations. Floraculture International is proud to announce the cooperation with the following associations.

Partners of FloraCulture International

For more FCI partners see page 50.

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KwaZulu Natal Flower Grower's Association

Table of Contents

October 2014 Volume 24 Number 10

Voices of the industry

FloraCulture International sampled sentiments in the US trade (associations). Traditionally, trade associations act as a voice of the industry. Is this still heard as loud and clear than a decade ago? by William Armellini

Kenyan flower growers face hard times with new EU taxes Kenya flower growers are to lose millions of euros a month with the introduction of new taxes on Kenya’s exports into the EU from October 1st. by Frans van den Houdt

Plenty of awards at SAF's 130th Annual Convention

SAF’s Annual Convention is big on awards. While some might find these patronizing I do not. I believe that it is important to recognise those that have done something special or contributed to the industry as a whole.

by William Armellini

Still in bloom or cause for gloom?

The FlowersExpo show, held in midSeptember in Moscow, attracted 468 exhibitors. Almost three quarters of them were commercial nurseries, gathered in country pavilions from the Netherlands, Ecuador, Colombia, Denmark, Poland and Japan. by Ron van der Ploeg

FloraHolland presents strategic aims for the future

FloraHolland’s ‘Flowering the world together, planting seeds of opportunity for our members’ report provides a road map to guide and prioritise the work of the cooperative in the context of key issues affecting worldwide floriculture and our society.

by Ron van der Ploeg

Departments World News International Events Advertising Index

Columns 15 33 51

From the editor Miami Dutch Comfort

07 15 47

FloraCulture International is proud to present two supplements on the forthcoming FloraHolland Trade Fair and International Floriculture Trade Fair (IFTF), which will be held at FloraHolland Aalsmeer, the Netherlands and the Vijfhuizen-based Haarlemmermeer Expo respectively from November 5-7. We have produced supplements themed on standout brands, market developments, breeding breakthroughs, young plant production and new product launches. In an environment that is an blend of business and business friendships, both fairs are much more than simply a buying opportunity.

21 & 37

October 2014 | www.FloraCultureInternational.com

Colofon Colofon Colofon Colofon Colofon

In my opinion In my opinion In my opinion In my opinion In my opinion With compliments From editor With the compliments

FloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution. © 2009 FloraCulture International magazine. All rights reserved. No portion of editorial may FloraCulture is published monthly.Worldwide distribution. be reproducedInternational in any form (ISSN1051-9076) without written permission of the publisher. Publisher is not liable © 2009 FloraCulture International magazine. All rights reserved. No portion of editorial may for advertisements using illegally obtained images. Send address changes to FloraCulture FloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution. be reproduced in any form without written permission of the publisher. Publisher is not liable International magazine, P.O.Box 82, 1850 ABAllHeiloo, theNetherlands. © 2009 FloraCulture International magazine. rights No portion of editorial may by Ron vanQuality, for advertisements using illegally obtained images. Sendreserved. address changes to FloraCulture FloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution. der Ploeginnovation, sustainability and logistics are words that be in anyInternational form without written permission of the publisher. Publisher is not may liable © reproducedmagazine, often appear in our editorial. Th is isand a compliment you, the International P.O.Box 82, 1850 AB theNetherlands. 2009 FloraCulture magazine. AllHeiloo, rights reserved. No portion of editorial FloraCulture International (ISSN1051-9076) is published monthly.Worldwide distribution. Quality, innovation, sustainability logistics aretowords that for advertisements using illegally obtained images. Sendof address changes Publisher to FloraCulture © be reproduced in any form without written permission theofpublisher. is not liable fl oriculture industry; the interviewees and contributors remain 2009 FloraCulture International magazine. All rights reserved. No portion editorial may often appear in our editorial. Th is is a compliment to you, the International magazine, P .O.Box 82, 1850 AB Heiloo, theNetherlands. advertisements using illegally obtained images. changes FloraCulture Quality,on innovation, and“what logistics areTh words that FloraCulture International B.V.Send address focused “what cansustainability be”interviewees rather than isn’t”. e cut flower e reproduced inforany form without written permission of the publisher. Publisher is not to liable flAIPH oriculture industry; the andAwards contributors remain This year,market International Grower ofisthe Year were tougher International magazine, 82, 1850 AB Heiloo, theNetherlands. often appear in ourbut editorial. Th isand a compliment towords you, the or advertisements using illegally obtained images. 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After much FloraCulture International B.V. focused on “what can be” rather “what isn’t”. The cut flower Circulation Administration: FBW Woerden P.O. Box 612, fl oriculture industry; the and contributors remain a editorial. well-timed appearance inthan Europe. often appearmade in our Th isplant is ainterviewees compliment tothe you, the sunshine Ron van T (31) 72 53 23 522 F (31) 72 53 23 521 the pot and bedding growers with spring having deliberation, the shortlist was finalised. Seeing a diverse range of companies der Ploeg P .O.Box 1850 ABtheHeiloo, the Netherlands market is diffi cult, but a glimpse of relief is being experienced by FloraCulture International B.V. 3440 AP82, Woerden, Netherlands focused on “what can be” rather than “what isn’t”. Th e cut fl ower floriculture industry; the interviewees and contributors remain Circulation Administration: FBW Woerden P.O. Box 612, made a such well-timed appearance in Europe. Ron van putting strong and interesting business strategies, products T (31) 53 23 (31) 53 23 the pot and bedding plant growers spring sunshine having P ABF T.O.Box (31) 72 3482, 841850 31 522 393 FHeiloo, (31) 72 34the 84 Netherlands 32 521 552 info@fbw-woerden.nl market is backwards diffi cult, but athis glimpse ofinwith relief is being experienced by FloraCulture International B.V. Working in issue;isn’t”. East Africa, Ethiopia’s focused onforward “what can be” rather than “what Ththe e cut flower der Ploeg 3440 AP Woerden, the Netherlands and merchandising concepts made the International Association of having Ron van 82, 1850 Circulation Administration: FBW Woerden P.O. Box 612, made a well-timed appearance in Europe. T (31) 72 53 23 522 F (31) 72 53 23 521 Editors: Anabel Evans (anabel@fl oracultureinternational.com) the pot and bedding plant growers with the spring sunshine P.O.Box AB Heiloo, the Netherlands explosive fl oriculture growth is being reined back, but in another market is diffi cult, butbackwards a glimpse in of this reliefissue; is being experienced by FloraCulture International T (31) 34 84 31 393 F (31) 34 84 32 552 info@fbw-woerden.nl der Ploeg Working in East Africa, Ethiopia’s Dennis Producers (AIPH) and itsDavid partner FloraCulture International Woerden, the521 Netherlands Ron van Circulation Administration: FBW Woerden P.O. 313, Box 612, Ron der Ploeg oracultureinternational.com) made a well-timed appearance inspring Europe. T (31) 72 53 Business 233440 522van FAP (31) 72ECA 53(ron@fl 23 snippet of received from Gray it appears theHorticultural pot and bedding plant growers with the sunshine having Office 140-21, Legmeerdijk Seriese Anabel Evans (anabel@fl oracultureinternational.com) explosive flnews oriculture growth is being reined back, butthat in Alwyn Editors:address: der Ploeg Hedd more confident in the importance of the International Grower ofanother the T (31) 34 84 31 393 F (31) 34 84 32 552 info@fbw-woerden.nl Working backwards in this issue; in East Africa, Ethiopia’s 3440 AP Woerden, the Netherlands Dennis Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, Circulation Administration: FBW Woerden P.O. Box 612, logistics in East Africa are receiving a boost. He writes that if Hughes made a well-timed appearance in Europe. 1431 RonGB vanAalsmeer der Ploeg (ron@floracultureinternational.com) snippet ofof news received from deserve David Gray it appears that Seriese Year Awards. Each these companies the recognition that being Editors: Anabel Evans (anabel@fl oracultureinternational.com) explosive backwards floriculture growth is being reined back, but in another T (31) 34Netherlands 84Postbus 31David 393 1081, FGray, (31)1430 34 84BB 32Aalsmeer 552 info@fbw-woerden.nl Hans De Vries, Kerry Herndon, Helen Moody, Working in this issue; in East Africa, Ethiopia’s 3440 AP Woerden, the infrastructure, communications and transport are the key to Postal address: Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, logistics in East Africa are receiving a boost. He writes that ifthe Dennis shortlisted for theofin coveted award brings. Ron van der Ploeg snippet received fromand Gray itin appears Editors: Evans oracultureinternational.com) Petitjean, Marta Pizano, Leaora Policar, Jennifer White Working Marie-Françoise explosive flnews oriculture growth isDavid being reined back, butthat in T (31) 34 84 T31(31) 393297 F Anabel (31) 34 84(ron@fl 32(anabel@fl 552oracultureinternational.com) info@fbw-woerden.nl development ofcommunications horticulture economies general theanother news backwards this issue; in East Africa, Ethiopia’s Seriese 769 095 Hans De Vries, David Gray, Kerry Herndon, Helen Moody, th transport are the key to the infrastructure, and Dennis The coveted prize was announced at the 66 Annual Congress gala Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, explosive logistics in East Africa arefrom receiving aAIPH boost. He writes that ifnew Ron van der Ploeg (ron@fl oracultureinternational.com) Founding editor: Debbie Hamrick snippet of news received David Gray it appears that Editors: Anabel Evans (anabel@fl oracultureinternational.com) of: new roads linking Addis Ababa with Nairobi; a proposed fl oriculture growth is being reined back, but in another Seriese FBW Woerden P.O. Box 612, Circulation Administration: Marie-Françoise Petitjean, Marta Pizano, Leaora Policar, Jennifer White development of horticulture and economies in general the the news Claudia Dennis dinner in Qingdao, China, on 17 September 2014, during which golden Hans De Vries, David Gray, Kerry Herndon, Helen Moody, infrastructure, communications and transport are the key to the Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, Cover: California Pack Trials logistics in East Africa are receiving a boost. He writes that if Ron van der Ploeg (ron@fl oracultureinternational.com) railway line on the Kenyan Coast from Addis Ababa to Lamu; a snippet of news received David Gray it appears that Stokreef 3440 AP Woerden, the Netherlands Seriese Founding editor: Debbie Hamrick of:was new roadsfrom linking Addis Ababa with Nairobi; aand proposed new rose trophy presented by AIPH President, Vic Krahn China Flower Petitjean, Marta Pizano, Leaora Policar, Jennifer White logistics Marie-Françoise development of horticulture and economies in general the news Claudia Hans De Vries, David Gray, Kerry Herndon, Helen Moody, Publisher: FloraCulture International B.V. infrastructure, communications and transport are the key to the Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci, new railway line from Tanzania to Uganda; Delta Airlines about in East Africa are receiving a boost. He writes that if T (31) 34 84 31 393 E info@fbw-woerden.nl Angie Cover: California Pack Trials railway line on the Kenyan Coast It from Addis Ababa tomoment Lamu; a Stokreef Association Secretary Liutransport Hong. wasthe aNairobi; memorable Founding editor: Debbie Hamrick Duffree of:start new direct roadsGeneral, linking Addis Ababa with a proposed new Petitjean, Marta Pizano, Leaora Policar, Jennifer White infrastructure, Marie-Françoise (jaap@fl oracultureinternational.com) development of horticulture and economies in to general the between news Hans De Vries, DavidRon Gray, Kerry Herndon, Helen Moody, to fl ights between Nairobi and Atlanta; a deal and are key the Editors: van der Ploeg (ron@floracultureinternational.com) Publisher: FloraCulture International B.V. Claudia newcommunications railway line from Tanzania tode Uganda; Delta Airlines about when Schoneveld’s Peter and Danielle van Pol took the stage toNairobiaccept Cover: California Pack Trials railway line onlinking the Kenyan Coast from Addis Ababa tothe Lamu; a Founding editor: Debbie Hamrick TPetitjean, (31) 20 61 82 666 F (31) 20 61 81 333 of: new roads Addis Ababa with Nairobi; a proposed new Stokreef Marta Pizano, Leaora Policar, Jennifer White Marie-Françoise Kenya’s Astral Aviation and Etihad Crystal Cargo for development of horticulture and economies in general the news Editorial team: Chris Beytes, Lotte Bjarke, Alicja Cecot, (jaap@floracultureinternational.com) to accolade. start direct fl ights between Nairobi and Atlanta; a deal between Claudia Page 36. Publisher: FloraCulture International B.V. new railway linethe from Tanzania Uganda; Delta about Cover: California Pack Trials Printer: Hollandia Printing, Heerhugowaard line on Kenyan from Addis Ababa to Lamu; a Founding editor: Debbie Hamrick Abu Dhabi route; should allCoast havetopositive effCargo ects onAirlines the economic of:the newhighest roadsrailway linking Addis Ababa with Nairobi; a proposed new Stokreef Audrey Gerber, Aldo Colombo, Arturo Croci, T (31) 20 61 82 666 F (31) 20 61 81 333 Kenya’s Astral Aviation and Etihad Crystal for the NairobiClaudia ArturoCalifornia (jaap@fl oracultureinternational.com) to start directline flCoast ights between Nairobi and Atlanta; a deal between Publisher: FloraCulture International B.V. Designer: Hollandia Media Productions new railway from Tanzania to Uganda; Delta Airlines about Cover: Pack Trials development of East Africa in the medium to long term. railway line on the Kenyan from Addis Ababa to Lamu; a Stokreef Marie-Françoise Petitjean, John Sutton and Jennifer Zurko. Croci Printer: Hollandia Printing, Heerhugowaard Dhabi route; should at all have positive effects on held the economic Plenty of Abu awards also handed FlowersExpo show, T (31) 20 61Bas 82 Kohler 666 F B.V. (31) 20 61 81 333 Kenya’s Astral andthe Etihad Crystal Cargo for thefrom Nairobi(jaap@fl oracultureinternational.com) Cartoonist: to start direct flAviation ights out between Nairobi and Atlanta; a deal between Publisher: International Arturo FloraCulture new railway line from Tanzania Uganda; Delta Airlines about Founding editor: Debbie Hamrick Designer: Hollandia Media Productions development of Eastto Africa in the medium to long term. Croci September 17-19 in Moscow. Colombia put in a sparkling performance at Printer: Hollandia Printing, Heerhugowaard Abu Dhabi route; shouldand all have positive effCargo ects onfor the economic T (31) 20FloraCulture 61 82 666 FInternational (31) 20 61 81 333 Kenya’s Astral Aviation Etihad Crystal the Nairobi(jaap@floracultureinternational.com) In Taiwan, the presidential opening of the International Orchid to start direct fl ights between Nairobi and Atlanta; a deal between Publisher: Cartoonist: Bas Kohler Arturo this year’s Novelty and Quality Competition, by sweeping the board and Designer: Hollandia Productions development of East Africa in the medium to long term. Hollandia Abu Dhabi route; should all have positive eff ects on the economic TCroci (31) 20 61 (jaap@floracultureinternational.com) 82Printer: 666 F (31) 20 61 Printing, 81Media 333 Heerhugowaard Show is an indication in itself about the pride the nation takes in Kenya’s Astral andpresidential Etihad Crystal Cargo for the Nairobi- Orchid In Aviation Taiwan, the opening ofto the Arturo winning 26 of the 76 Gold Medals presented 12International countries. Cartoonist: Bas Kohler Designer: Hollandia Media Productions Europe, Africa, Asia/Pacifi c development of East Africa in eff theects medium to long term. exports. Printer: Printing, Heerhugowaard its orchid innovations, initself particular for phalaenopsis Abu Dhabi route; should all have positive ontheir the economic Printer: SDA Print+Media Croci Hollandia Show is an indication in about the pride the nation takes inshall Over the past few Africa months, the Western media on were, Lotte Arturo InofeTaiwan, the presidential opening of reports the International Orchid Cartoonist: Bas Kohler International Accounts Management: Designer: Media Productions Th Breeder Open Days inparticular the Netherlands for theRussia number one in development East in the medium to long term. Copy correction and sub-editing: Vanessa Heinrich Bjarke Hollandia Europe, Africa, Asia/Pacifi c Croci its orchid innovations, in for their phalaenopsis exports. we say, bleak. At FlowersExpo, however, both exhibitors (468) and visitors Show is an indication in itself about pride the nation takes in (dennis@floracultureinternational.com) In Taiwan, the presidential opening ofkey; the International Orchid Cartoonist: BasDennis KohlerSeriese Accounts cut owers were, conversely, very lowthe quality the renowned Lotte International Management: TheflBreeder Open Days stories. in the Netherlands for theisnumber one in were ready for positive Bjarke Europe, Africa, Asia/Pacifi c its presidential orchid particular for their phalaenopsis exports. Angie Duff ree (angie@fl oracultureinternational.com) Show ispoint, aninnovations, indication inin about the pride the nation takes in selling however, especially for those Dutch rose growers In (15,000) Taiwan, the opening ofitself thevery International Orchid Dennis Seriese (dennis@fl oracultureinternational.com) cut fl owers were, conversely, low key; quality is the renowned Lotte “There was a refreshingly upbeat mood throughout the show and a in International Accounts Management: Theorchid Breeder Open Daysinthe in the Netherlands for theinnumber one Europe,Africa, Africa, Asia/Pacifi T(31)20 61 82Asia/Pacific 666 F (31)20c61 81 333 M(31) 62 21 65 220 its innovations, particular for their phalaenopsis exports. whose existence is being threatened by current economic conditions. Show is an indication in itself about pride the nation takes Bjarke Europe, Angie Duffree (angie@floracultureinternational.com) selling point,down however, for those Dutch rose growers buckle andespecially get done what needs tothe be done. People Lotte Dennis SeriesecAccounts (dennis@fl oracultureinternational.com) cutto owers conversely, very low key; quality isnumber the renowned International Management: Offi ce Manager: Claudia Stokreef Th eflBreeder Open Days in their the Netherlands forexports. one in Europe, Asia/Pacifi its willingness orchid innovations, inwere, particular for phalaenopsis International Accounts Management: Bjarke Africa, T(31)20 61 82 666 F (31)20 61 81 333 M(31) 62 21 65 220 whose existence is being threatened by current economic conditions. seemed to be optimistic about the prospects for the Russian flower industry Marta PizaLotte Angie Duff ree (angie@fl oracultureinternational.com) selling point, however, especially for those Dutch rose growers Dennis Seriese (dennis@floracultureinternational.com) (claudia@fl oracultureinternational.com) cut fl owers were, conversely, very low key; quality is the renowned International Accounts Management: Quality is also the overwhelming message of our substrates Th e Breeder Open Days in the Netherlands for the number one in FloraCulture International, Bjarke node Marquez Office Manager: Claudia Stokreef despite the tensions between Russia and the West,” said Dirk Jan Haagman T(31)20 61 82 666 F (31)20 61 81 333 M(31) 62 21 65 220 whose existence is being threatened by current economic conditions. Angie Duff ree (angie@fl oracultureinternational.com) FloraCulture International B.V. selling point, however, especially for those Dutch rose growers Dennis Seriese (dennis@fl oracultureinternational.com) special. Th e RHP Foundation is guiding the “will to improve” cut flowers were, conversely, veryoverwhelming low key; quality is the renowned Marta Piza- Business address: ECA Office 140-21, Legmeerdijk 313, (claudia@fl oracultureinternational.com) Quality is also the message of our substrates of exhibiting inaffi theliated Dutch pavilion with room for 50 companies. node Marquez Offi Manager: Claudia Stokreef T(31)20 61 666 F (31)20 61 333 M(31) 62 21 65 220 P.O.ce Box 82,82 1850 AB Heiloo, the81Netherlands whose existence is being threatened by current economic Angie Duffree1431 (angie@fl oracultureinternational.com) 50 companies. And where substrates control ofconditions. growth selling point, however, especially for those Dutch rose growers GB Aalsmeer FloraCulture International B.V. Theedition RHP Foundation is guiding the “will toinimprove” Marta PizaOurexistence own special. inaugural FlowersEXPOsure magazine Russianof was (claudia@fl Quality isfrom also the overwhelming message ofconditions. our substrates Offi ce Manager: Claudia Stokreef T (31)72 53oracultureinternational.com) 2361522 F (31) 72 5362 2321 521 03 99 450 T(31)20 61 82 666 F (31)20 81 333 M(31) 65M 220(31) is hidden our of sight, the crop protection series by Louise whose is being threatened byAnd current economic node Marquez Postal address: Postbus 1081, 1430 BB Aalsmeer, the63 Netherlands P .O. Box 82, 1850 AB Heiloo, the Netherlands 50 affi liated companies. where substrates control of growth greeted with an overwhelmingly enthusiastic response, with Marta PizaFloraCulture International B.V. special. Th e RHP Foundation is guiding the “will toFlowersExpo improve” of (claudia@fl oracultureinternational.com) Italy, Southern France: Quality is also the overwhelming message of our substrates Offi ce Manager: Claudia Stokreef Labuschagne focuses on sustainable programs to assist in optimum T (31) 297 769 095 M (31) 62 21 65 220 node Marquez T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450 is hidden from our sight,expressing the crop protection series by Louise director Ms wish publish second Marta PizaWilliam oracultureinternational.com) P.O. Box 82, 1850 AB Heiloo, 50 Nadesda affi liated companies. And where substrates control ofain growth FloraCulture International B.V.the Netherlands Arturo Croci (arturo@fl oracultureinternational.com) special. The Grigorieva RHP Foundation is the “will to improve” (claudia@fl control above the ground. Sustainability alsoto goes hand handof Quality is also the overwhelming message of guiding ourher substrates Hedd Hughes (hedd@floracultureinternational.com) Italy,Alwyn Southern France: de Marquez Armellini Labuschagne focuses on sustainable programs to assist in hand optimum edition for the 2015 FlowersExpo. In three days, we were able to T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450 is hidden from our sight, the the crop protection series by Louise P .O.Duffree Box 82,B.V. 1850 Bjarke AB Heiloo, the oracultureinternational.com) Netherlands Scandinavia: Lotte (lotte@fl 50 affi liated companies. And where substrates control of growth FloraCulture International with the vision and hard work of Meiny Prins, managing director special. Th e RHP Foundation is guiding “will to improve” of William Angie (angie@floracultureinternational.com) Arturo Croci (arturo@floracultureinternational.com) control aboveofthe ground. Sustainability also goesthe hand inbest hand over 4,000 copies the magazine, which showcased Armellini Italy, France: Labuschagne focuses onsubstrates sustainable programs to assist in optimum T (31)72 23France: 522 F (31) 53 23 521 M (31) 63 03 99 45021 48 7550 LB Text &53 Idé, Søndervej 10,728350 Hundslund, Denmark T(45) 30out is hidden from our sight, the crop protection series byvery Louise P.O. Box 82, Italy, 1850 ABSouthern Heiloo, the Netherlands of Priva, whose accomplishments have been with the affi liated companies. And where control of rewarded growth Southern Scandinavia: Lotte Bjarke (lotte@floracultureinternational.com) with the vision and hard work of16. Meiny Prins, managing director William worldwide floriculture has to offer. Page Arturo Croci (arturo@fl oracultureinternational.com) control above the ground. Sustainability also goes hand in hand Italy, Southern France: South America: Marta Pizano de Marquez (marta@fl oracultureinternational.com) Labuschagne focuses on sustainable programs to assist in optimum T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450 Businesswoman of the Year award. is hidden from our sight, the crop protection series by Louise Arturo Croci, (acearturo@yahoo.it) Armellini LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30 of Priva, whose accomplishments have been rewarded with the William Scandinavia: Lotte Bjarke (lotte@fl oracultureinternational.com) with theabove vision and hardprograms work of Meiny Prins, managing Arturo CrociLotte (arturo@fl Horti Tecnia Ltda., Calleoracultureinternational.com) 85 No20-25 Of. 202B, Bogotá, Colombia the ground. Sustainability also goes hand indirector hand Italy, Southern France: Labuschagnecontrol focuses on sustainable to assist in optimum Scandinavia: Bjarke (post@lottebjarke.dk) South America: Marta Pizano de Marquez (marta@floracultureinternational.com) Armellini Businesswoman of thecame Year award. Back in the Netherlands, news in that FloraHolland had presented Paul William LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30 ofthe Priva, whoseSustainability accomplishments have been rewarded with the its Scandinavia: (lotte@fl oracultureinternational.com) T (57)&15 30Lotte 20 36Bjarke F (57) 12 36Hundslund, 25 54 hortitec@unete.com with the vision and hard work of Meiny Prins, managing director Arturo Croci (arturo@fl oracultureinternational.com) Sustainability crosses over into logistics under the subject of control above ground. also goes hand in hand LB Text Idé, Søndervej 10, 8350 Denmark Horti Tecnia Ltda., Calle 85 No20-25 Of. 202B, Bogotá, Colombia Black Armellini new strategy for the period up to 2020. The ‘Flowering the world together, South America: Marta Pizano de Marquez (marta@fl oracultureinternational.com) Businesswoman of the Year award. LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30 Miami: William Armellini(William@fl oracultureinternational.com) of Priva, whose accomplishments have been rewarded with the Scandinavia: Lotte Bjarke (lotte@fl oracultureinternational.com) eCommerce since the streamlining of shipments is a key outcome with the vision and hard work of Meiny Prins, managing Paul T (45) 21 15 48 30 75 30 T (57) 20 36 F (57) 12 36 25 54 hortitec@unete.com Sustainability crosses overour into logistics underdirector the subjecta of planting seeds of opportunity for members’ report provides road Black Horti Tecnia Ltda., Calle 85 No20-25 Of.T(45) 202B,21 Bogotá, Colombia South America: Marta Pizano deDenmark Marquez (marta@fl oracultureinternational.com) USA, Canada, Central America: Businesswoman of the Year award. LB Text & Idé, Søndervej 10, 8350 Hundslund, 48 75 30 resulting from using this tool. 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T 33 32 75 756 (81)22 33Setagaya-ku,Tokyo 32 27 933 are another institution that have a long history in EMS 2-22-8 Matsubara, 156-0043, Japan T (81) (27)Inc., 22 4857058 FF(27) 4857415 California Trials, which, the Japan: (callems@world.odn.ne.jp) PolicarEiji Yoshikawa Beytes has afarms. well-penned article bringing tolike life the auctions, South Africa: Cilla Lowen (cilla@floracultureinternational.com) Eiji Eyal East Africa: Gray (gray@africaonline.co.ke) presenting innovative ideas and products. T (81) 33 32David 75 756 F (81) 33 32156-0043, 27 933 Japan are another institution that havequality a long history in EMS Inc., 2-22-8 Matsubara, Setagaya-ku,Tokyo Anabel Evans, Editor California Pack Trials, which, like the auctions, Yoshikawa Policar T (27) 22 4857058 F (27) 22 4857415 FloraCulture International (ISSN1051-9076) is published monthly. Eiji 33 32 75South Cilla Lowen (cilla@floracultureinternational.com) East (gray@africaonline.co.ke) presentingthat innovative ideashistory and quality products. T (81) 756Africa: FAfrica: (81)David 33 32 Gray 27 933 are another institution have a long in Worldwide distribution. ©2009 FloraCulture International magazine. Anabel Evans, Editor Yoshikawa All rights No portion of editorial may be reproduced in any T (27)Africa: 22 4857058 F reserved. (27) 22 4857415 FloraCulture International (ISSN1051-9076) is published monthly. South Cilla Lowen (cilla@fl oracultureinternational.com) East presenting innovative ideas and quality products. EijiAfrica: David Gray (gray@africaonline.co.ke) form without written permission of the publisher. Publisher is not Worldwide distribution. ©2009 FloraCulture International magazine. Anabel Evans, Editor T (27) 4857058 F reserved. (27) 4857415 liable for22 advertisements using22 illegally obtained images. may Sendbe address changes to Yoshikawa South Africa: Cilla Lowen (cilla@fl oracultureinternational.com) All rights No portion of editorial reproduced in any FloraCulture International (ISSN1051-9076) is published monthly. Eiji FloraCulture International magazine, P.O.Box 82,1850 Heiloo, the Netherlands. form without written permission of theAB publisher. Publisher is not Anabel Evans, Editor distribution. ©2009 FloraCulture International magazine. T (27) 22 4857058 Ffor(27) 22Worldwide 4857415 Yoshikawa liable advertisements using illegally obtained images. Send address changes to Cilla Lowen Eiji FloraCulture International (ISSN1051-9076) is published monthly. All rights reserved. No portion of editorial may be reproduced in any FloraCulture International magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands. Worldwide distribution. ©2009 FloraCulture International magazine. oshikawa form without written permission of the publisher. Publisher is notAnabel Evans, Editor International (ISSN1051-9076) published monthly. FloraCulture isis published monthly. All rights(ISSN1051-9076) reserved. No portion of editorial may reproduced in any liable for advertisements using illegally obtained images. Sendbe address changes to Cilla Lowen FloraCulture Worldwide distribution. ©2009 FloraCulture International magazine.

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27-04-2009 13:08:58 October 2014 | www.FloraCultureInternational.com 7 27-04-2009 13:08:58

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Trade associations Trade associations play a prominent role in helping companies become more competitive and formulating public policy and delivery. FloraCulture International sampled sentiments in the US trade (association). Traditionally, trade associations act as a voice of the industry. Is this still heard as loud and clear than a decade ago?

by William Armellini

Voices of the industry heard still as loud and clear? H

aving worked in many segments of the floral industry I have had the pleasure to attend many state florist associations conventions over the years. These local organisations have always been a great spawning ground for new florist to learn from the floral veterans. I believe these mission statements say it well: “A professional trade association for all branches of the floral industry including retailers, wholesalers, growers, manufacturers of floral products and supplies, brokers, shippers, importers, interior plantscapers, and others who service the floral industry. The varied membership, bound together by common interests, also includes students, retired florists, university professors and researchers." "To support and advance professional horticulture.”

Paid staff

After communicating with all of these organisations I have come away with the conclusion that people are busier than ever, leaving little time to devote to an association. Clearly we are all busier today because life has gotten more complex by putting more demands on the limited resource we call ‘time’. There is one major difference between associations that came to my attention during my research. Only a few associations have paid staff. Michigan, Texas, Montana and California have at least one person on staff. The rest rely solely on volunteers and that speaks volumes about the state of some of these once active associations.

www.FloraCultureInternational.com | October 2014

Obviously it takes funds to support a dedicated staff and that requires membership and dues and the cycle goes on.

Leadership

Like most civic or industry associations the level of activity and success can often be the direct result of one man or woman who has a passion for their industry or group and is willing to lead the way in body, soul and sometimes dollars. Garlene Lewis of the Arkansas State Florist Association said it best: "Leadership lends a lot to our success. Bill Plummer is our General Chairman and Secretary/Treasurer. He is passionate about the success of the association and has been a

great leader for many, many years. I attribute his leadership to much of the success of the association. Our pastor once said that “Everything rises and falls on leadership”. I have never forgotten it and I truly believe it to be true no matter what you are involved in – family, church, business, government, etc.”

Impact

Without champions and cheerleaders, associations become rudderless and the preverbal flowers wither on the vine. As life dictates, these people are getting older and retiring and unless there is new blood willing and able to take their places we have stagnation. We all are aware that the retail segment of many industries is under tremendous pressure from all sides and there fewer and fewer success stories to be told. This reality was stated well by Peggy Aakre of the Montana Florists Association. "The one thing I have found, since becoming a florist, is that florists take themselves for granted. They do not realise the impact that they have on people’s lives. We help people celebrate their achievements, welcome their children to the world, make birthdays and anniversaries special and even

make things easier when families must say goodbye to loved ones. It’s ok to give yourself a pat on the back every once in a while.”

Between healthy and on life support

In conclusion I would say that the state of the state’s floral associations is somewhere between healthy and on life support. Those with an active membership, good events and quality educational

programs appear to doing ok. Without all of these necessary ingredients many florists are left on their own to ply the murky waters of retail. However, I wonder how much of this apathy might be attributed to social media? Many florists or would be florists are taking their questions to the web and finding some camaraderie there. Maybe the future is one giant online organisation that attempts to serve all. |||

>>>

October 2014 | www.FloraCultureInternational.com

Trade associations An online search for state florist associations identified about forty two meaning nearly every state has or had one long enough to make this list. Over the last decade, many these associations have been struggling to keep members due to a host of reasons. I reached out to as many as I could find contact information for and to date only seven have responded. Perhaps some of them are sceptical of my intentions and chose not to reply. My guess is that in many cases there is no one there to respond. I thought it would be worth my time to seek them out and find out how they are doing in 2014. I asked six basic questions. Share a summary of their remarks below.

Q&A What is the trend in membership over the last 5 years?

Minnesota: “Steady decline in membership- and active participants.” Texas: “TSFA has retained members with minimum growth.” Montan: “I would say that the trend over the past five years has been a decline.” California: “Membership is up slightly with more students joining.” Utah: “We are still a fledgling association and our membership has been up and down for a variety of reasons.” Arkansas: “Bringing new members into the association has been a challenge for several years.” Michigan: “Membership trend is up but losing shops too fast.”

Is it easy or difficult to attract members to sit on a board of directors?

Minnesota: “EXTREMELY difficult! Everyone is so busy with their

State Florists Associations MINNESOTA Minnesota State Florists Association (www.mnsfa.org) TEXAS Texas State Florists’Association (www.tsfa.org) MONTANA Montana Florists Association (www.mtfloristassc.com) CALIFORNIA California State Floral Association (www.calstatefloral.com) UTAH Utah Professional Florists Association (www.myupfa.com) ARKANSAS Arkansas Florists Assocation (www.arflorists.org) MICHIGAN Michigan Floral Association (www.michiganfloral.org)

www.FloraCultureInternational.com | October 2014

own there is no time to devote too good of a group.” Texas: “This depends on the year and economy. At this time, we have a very active board and do not have difficulty, but several years ago it was a different situation entirely.” Montana: “Finding people to serve on the Board, this is becoming a problem. Many one and two person shops don't have the time or staff to serve on the board.” California: “Difficult, everyone is too busy.” Utah: “We are currently operating with all 15 Board positions filled and of the 15 seats we have some very active and dedicated seats to work with.” Arkansas: “Normally, we do not seem to have a problem getting members to sit on our board.” Michigan: “Not easy and we prefer to have an empty seat vs just a body with no value.”

Do you have a good base of volunteers? Minnesota: “GOD I WISH! – never had luck with it.”

Texas: “TSFA has a fantastic volunteer base.” Montana: “As far as volunteers go, we generally don’t have too much of a problem getting help, especially around convention time when we need it.” California: “Yes people come out to help.” Utah: “We do have a good pool of people who step up and volunteer. Without both our volunteers and our active Board membership we would not be what we are today.” Arkansas: “We have a good base of volunteers.” Michigan: “Yes we have a great base of those willing to help.”

Do you organise an annual convention?

Minnesota: “We used to – but again I am not willing to put the work in to without the support to pull it off.” Texas: “Yes and this year is TSFA’s 100th anniversary!" Arkansas: “We have been told by our vendors who attend the state conventions that we have the largest state convention in the country.”

Utah: “Yes we do, we have held four full scale conventions for Utah. The first State Convention was the largest we have had yet.” California: “Yes we have a large convention each year.” Michigan: “Yes, Great lakes Floral Expo.” Montana: “We do host an annual convention.”

Do you organise educational events?

Minnesota: “We used to- and there is a very sore need for it.” Texas: “Yes, Texas Cup Competition, Jr. Cup Competition (high school level), Texas Certified Florists classes (hands-on and online), Texas Master Florists Advanced Classes, High School Agriculture Floral Design Teacher (over 300 in 2013 attended classes) and TSFA certified high school students in Level 1 floral design certification annually.” Arkansas: “We do have educational events throughout the year and for the most part they are well attended.” Utah: “Yes, we do. In the past we have held a few workshops for the Utah area, but with the introduction of our new State Certification Program last year, The Utah Certified Floral Designer (UCFD), we have really stepped it up a notch for 2014. This year we are introducing a total of 6 educational workshops throughout the year to help cover the material needed to pass our certification requirements.”

California: “Yes we have a California Certified Florist program. And many educational programmes throughout the year.” Michigan: “Yes we hold them in wholesale shops and the shops of some retail members. Design classes in a 12 week program and more.” Montana: “We organise educational events for the convention. There are generally hands-on workshops on Saturday and the design show on Sunday.”

Montana: “As the economy continues to be stagnant, I see people eliminating those luxury items, which includes flowers. Competition from on-line, mail-order flower sites as well as the chain stores continue to be factors in the decline of true flower shops.” |||

How do you see the industry in total?

Minnesota: “On the decline. The brick and mortar florist is becoming an endangered species! But as I have found the ones that have survived (like ourselves) have consolidated and are stronger and bigger than ever.” Texas: “The Texas industry is strong. But there is always room for improvement.” Utah: “I believe the industry is in transition right now, we as florists are struggling to find what we think is important in our industry with regards to education, training and service.” California: “Concerned as high school are losing funding for floral programs. Growth in retail is very slow.” Michigan: “Great, best products, best variety, care and handling better than ever.”

October 2014 | www.FloraCultureInternational.com

Market analysis Kenya flower growers are to lose millions of euros a month with the introduction of new taxes on Kenya’s exports into the EU from October 1st. Estimates of the losses however vary between 4 to 5 million euros a month (EU representative in Kenya) and 10 million (Kenya Flower Council). The sector warns that it will kill all profitability and will lead to bankruptcy of many farms.

Anthony Nyaga.

Kenyan flower growers face hard times with new EU taxes “T

by Frans van den Houdt

he taxes make Kenya’s horticultural products far more expensive than our biggest competitors Ethiopia and Columbia,” says Richard Fox, chairman of the Kenya Flower Council (KFC). Since the East African Community (EAC) and the EU did not manage to reach an agreement about an Economic Partnership agreement (EPA) before the deadline of 1st of October, Kenyan flower exporters will have to pay new import levies of between 5 and 8,5 percent. According to Fox the industry has intensified lobbying the government to ensure the negotiations continue and bear fruit. “Farmers and traders will suffer the pain because even if a solution is found soon, the bureaucracy of ratifying the protocol could still take months. If there will be no solution, investors will have to make decisions on where to invest.”

www.FloraCultureInternational.com | October 2014

Final deadline

EPA's are trade and development agreements between the EU and ACP-countries(Africa, Caribbean Pacific). They replace the Cotonou Accords, that were put in place after the Lomé Agreements, that regulated trade between the different regions for 38 years, expired. Talks between Brussels and the EAC have been going on since 2002, but the parties couldn't agree and the deadline had to be postponed again and again. The last one was however final, meaning that from this month onwards import taxes have to be paid. For flowers they range from 5 to 8,5 percent (depending on the time of year), fresh vegetables account for 10 percent, fresh pineapples for 2,3 percent and processed pineapples for 20 percent.

Unfair trade advantage It's only EAC-member Kenya

that will fall under this so called Generalised System of Preferences (GSP) standard regime and will bear the brunt of the new levy, since the other members (Tanzania, Uganda, Rwanda, Burundi) are all classified as least developed countries and are therefore exempted. “What gives them an unfair trade advantage over Kenya”, said a Kenyan flower farmer. “We are therefore seriously considering to look for ways and means to export our products through the other EAC member states.” Others plan to increase their search for markets outside the EU, like Russia, the US, Japan and China. “China is becoming one of Kenya's most important trading partners, and more and more flower and vegetable farmers will look Eastwards for lucrative contracts,” predicted a Dutch consultant.

According to Joop Dame of Deltaflor, a tax of between 5 and 8,5 percent is quite high and for most farms not absorbable.

Kenya will lose its competitive edge

Kenyan exports about 40 percent of its fresh produce to the EU. Flowers account for about 540 million dollars annually, vegetables for 310 million dollars. “Losing 140 million dollars a year because of the proposed import levies will cost the industry dearly,” said Jane Ngige, CEO of the Kenya Flower Council. She continues, “Kenya will lose its competitive edge and only very few companies will be able to survive. The whole tax burden will be on their shoulders, because consumers in Europe and elsewhere will not be willing to pay more for their flowers. And production costs have already gone up yearly, making margins, that are generally less than 10 percent, smaller and smaller. As a result tens of thousands of people will become unemployed and a strong industry, vital for Kenya's economy, will eventually collapse.”

Bitter pill

Jos van der Venne, managing director of Sian Roses, finds it unbelievable that the EU spends millions on development projects, with an uncertain future, and is not willing to make concessions to a sector that has built itself from scratch, thrives and employs tens of thousands of people. ”It's a very bitter pill to swallow.”

Van der Venne expects that all flower companies will suffer and that a number will be forced to close down. “Margins have been under pressure already for quite a while, since flower production in Kenya has grown tremendously and costs have gone up. If import taxes are added, our financial position will become very difficult.” A sentiment that is shared by Joop Dame of Deltaflor. “A tax of between 5 and 8,5 percent is quite high and for most farms not absorbable. Many will go bankrupt. Especially when the price for flowers will not go up, while volumes keep on growing.”

‘Brussels has been very flexible’

Do the Kenyans feel that the EU's hard line is unfair, according to Christophe De Vroey, trade counselor at the EU mission in Nairobi, Brussels has been very flexible. “But there is a limit to flexibility. We reached a point where we could not go any further. I therefore urge the EAC to sign the agreement as soon as possible. With all other trade blocs in Africa and elsewhere we have already concluded EPA's.” The two main sticking points that still have to be resolved concern export taxes(on raw materials that have not been processed in the EAC) and the non-execution clause. The latter means that the

EPA-council can reconsider the agreement and stop implementation in case of a coup d'etat or serious human rights abuses in certain countries. Especially Uganda vehemently opposes this clause. For Kenyan parties reason to plead with their government to sign the EPA solo, since the other EACmembers only gain from stalled negotiations. The EAC-teams will meet half September in Arusha, Tanzania, and if Kenya then decides to sign, the ratification and nullification of the import levies can be done within one or two months, said De Vroey. In the meantime, a big financial burden will weigh heavily on all flower farms. |||

“Losing 140 million dollars a year because of the proposed import levies will cost the industry dearly,” said Jane Ngige, CEO of the Kenya Flower Council.

October 2014 | www.FloraCultureInternational.com

World News

by William Armellini

Miami

SAF 130th Annual Convention If you have followed my writing at all, by now you know that my show reporting is a bit unorthodox. I am not going to attempt to give you an event by event break down and all the action with proper names and titles. I will leave that to the professionals and if you are really interested then attend the SAF Annual Convention next year in Amelia Island Fl.

Denmark

Roses Forever takes a grip on Plantarium Awards Roses Forever, one of Europe’s emerging top licensors in roses, was given the honour of being asked three times on stage during the opening ceremony of Plantarium. Members of the horticultural media gathered as a specialist jury were unanimous in their decision to award the Plantarium Award to the company’s Plant’n Relax Bio Tube. With their new trendy packaging for bare rooted garden roses, Rosa and Harley Eskelund showed themselves once again to be innovators in the development of new products with great commercial value, and at the show there was huge interest in the product from producers, retailers, journalists and end-users. Plant’n’Relax® Bio Tube consists of organicallygrown garden roses, packed in an exclusive promotional packaging that is very easy for both the retailer and the customer to handle. The tube includes a packet of organic fertiliser that the customer adds when planting. It has never been easier to buy garden roses. The roses are easy to bring home the bag, and easy to plant, along with the accompanying fertiliser. Plant’n’Relax® Bio Tube is very suitable for sale through online web shops, but it is also a lovely gift item, in which many garden centres and buyers from exclusive florist chains have already showed considerable interest. At Plantarium, Rosa and Harley Eskelund also won a fine silver medal for the pot rose Roses Forever® Maasland Gold™, as well as a bronze medal for the garden rose Plant'n'Relax® From far away™. Last month, the company’s ‘Our Last Summer’ garden rose also won the People's Choice Award at the Roeulx Garde Rose Competition. The rose garden in Roeulx is a test garden where each year an international jury and the public judge new roses from all over the world. For more details visit www.roses-forever.com and www.rosesleroeulx.be |||

I decided to attend this event to feel the pulse of the industry from a more retail perspective. Based on what I heard and witnessed I would say there was much optimism to be found. I had not attended an SAF event for several years and I am happy to report that this was a grand convention. I don't often use the word grand, but since I had a grand time and learned a thing or two I think grand is appropriate. First of all, Marco Island is a great venue, not hard to get to, and that helped lead to 93 first time attendees in a gathering of 400. As well as the many new faces there were of course the convention regulars that attend specific industry events religiously. This grand event required a special call from my Mother who was attending as my date. As I was to be her escort, she wanted to make sure that I dressed appropriately for the various events. I have to admit that I have grown quite ‘Florida casual’ over my many years living in the sunshine. However, since I am told that I clean up nicely, I was happy to dress up a bit. And that is the point. This event is about tradition and, in fact, the convention is a grand tradition itself after 130 years. While the pomp and circumstance of the event is not over the top, unlike say a senior prom, it does hold an air of sophistication without feeling stuffy. No one can deny that this event provides a wonderful chance to network and, at the root of it, that is why we gather in the first place. Clearly business was being conducted in the halls, on the beach, and anywhere else you happened to bump into a prospect. I certainly appreciate the fact that over the years the font size on the badges has grown as our eye sight has faded. It is awkward enough having to look at a young lady’s cleavage to read her name but much less so than having to reach for her nametag to read it. The highlights for me were getting to hear Peter Moran's industry predictions, which can provide much fodder for online chatter and debate. "In 2008, I predicted there would be 15 mega wholesalers in 2020, now (in 2014) I think in 2020 it will be closer to 10 players dominating large regional areas where there are centres of the U.S. population." The obvious take away for me was the fact that Mr Moran changed from calling them "wholesalers" to "dominate players". See you in six years. I did attend some of the educational meetings and they were well-attended and for the most part interesting. SAF's Renato Sogueco, who is their tech guy, really knows his craft and provided some great feedback for those in his presentation. For many, I imagine, his talk was well worth the price of admission, helping those that are lost in social media to those that are well on their way but need even more guidance as the game continues to change. It was great to see many friends that I have grown to know over many years and I think that there is a good chance of me attending next year. Hope to see you there.

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

October 2014 | www.FloraCultureInternational.com

Russia The FlowersExpo show, held in mid-September in Moscow, attracted 468 exhibitors. Almost three quarters of them were commercial nurseries, gathered in country pavilions from the Netherlands, Ecuador, Colombia, Denmark, Poland and Japan. The product range extended from cut flowers, indoor plants, trees and shrubs to seeds and bulbs. Occupying pride of place were the cut roses, mainly for sale in the highly seasonal Russian flower market where the greatest demand is observed in February, March, September and December.

by Ron van der Ploeg

The ribbon-cutting ceremony witnessed participation from high profile dignitaries.

Still in bloom or cause for gloom?

he fourth edition of FlowersExpo 2014, Russia’s leading flower industry showcase, opened its doors on Wednesday morning September 17th with a full schedule of educational seminar sessions, and business networking opportunities. The opening ceremony witnessed participation from high profile dignitaries, including the Danish ambassador to Russia, Mr

Thomas Winkler, the Colombian ambassador to Russia, Mr Jaime Jiron Duarte, the MinisterCounsellor from the Polish embassy in Moscow, Mr Marek Ochepka and Mr Carlos Lema Bone, director of ProEcuador Moscow. Speakers reinforced FlowersExpo’s role as a key facilitator of international trade ties and opportunities in Russia’s ornamental horticulture and gardening industry. In fact, the show enjoyed some reassuringly positive statistical facts, which must surely be a good sign for the industry. Total visitor numbers exceeded 15,000 with 1100 guests from 27 countries.

Milestone

Opened in 2004 and located in the north west of Moscow, Crocus Expo is a perfect location for organising any exhibition or conference and is equipped with ultra-modern facilities.

www.FloraCultureInternational.com | October 2014

The event marked a significant milestone for Nadeshda Grigorieva, Elena Zarubina and their team, who have been gathering buyers, suppliers and decision makers from the global flower and plant sector to network, negotiate and forge deals at Moscow’s Crocus Expo convention centre for the past four years. According to Ms Grigorieva, in this short period of time, FlowersExpo

has grown from a trade show to a strategic access point for reaching key industry leaders and a platform for the exchange of ideas and research findings. “In the course of 4 years, the exhibition space and the number of its participants have doubled. FlowersExpo has been recognised by the world’s professional community as an effective business platform for showcasing the latest trends in the world’s floriculture, searching strategic partners and widening of business contacts.” Interest in the FlowersExpo show continues to be strong, with demand for space remaining relatively stable, although this year, the FlowersExpo sales team was undoubtedly faced with a tougher job than usual due to geopolitical tensions between Moscow and the West. Despite this challenging business environment the show organisers did a very good job, utilising their many years of experience, extensive international network of business contacts and a personal approach- with the familiar faces of Ms Grigorieva and Ms Zarubina providing

true customer relationship management.

Positive stories

Over the past few months, the Western media reports on Russia were, shall we say, on the bleak side. At FlowersExpo, however, both exhibitors and visitors were ready for positive stories. Managing director Dirk Jan Haakman, taking part in the Dutch pavilion with room for 50 companies and organised by flower auction FloraHolland, for example, was pleased with the level of attendance at this year’s event, and the quality of both visitors and enquiries was encouraging. “There was a refreshingly upbeat mood throughout the show and a willingness to buckle down and get done what needs to be done. People seemed to be optimistic about the prospects for the Russian flower industry despite the tensions between Russia and the West.” For maximum exposure, Haakman opted for two stands promoting the overall Haakman Flowerbulbs BV brand as well as the Wonderfall Tulips brand that encompasses fresh tulip bulbs for early flower forcing and sourced from the Southern Hemisphere (New Zealand and Chile).

Good interest

Exhibiting for the first time this year was Dutch company Nieuwkoop De Kwakel, a specialist supplier of hydroculture plants, soil grown plants, planters, hardware and silk plants. Sales manager Floor Schamp, previously working as area manager for Russia at the Flower Council of Holland and a seasoned market and Russia expert, has seen good levels of interest. “FlowersExpo 2014 appeared to be well-attended this year, which provided our company with excellent exposure to a wide cross section of potential customers.” FlowersExpo is the unique onestop marketplace designed to bring together all segments of the flower industry. “It is increasingly becoming a multi segment venue

try and experience the joy that has already been witnessed in Europe for several years.” Reflecting on FlowersExpo 2014, Asocolflores marketing manager Jairo Cadavid remarked, “The 520-square meter Colombia, Land of Flowers® pavilion was not only one of the most popular attractions there, but was also awarded the Best of Show Flower Exhibit. Colombian participants won 26 of the 76 Gold Medals awarded at the fair to 12 participating countries for quality and product novelty on the Russian market.”

now that that Ecuador and nursery stock growers from Poland have joined.” Nieuwkoop De Kwakel, closely working with Russian import companies but also trading directly, is currently experiencing strong demand for design planters as well as artificial plants. “The Russian market is in search of bigger sizes in hardware and artificial plants, but we also see an increasing demand for soil grown plants to decorate large office complexes and shopping malls. Hydroculture plants remain quite hard to sell in Russia, as our Russian customers have to get more acquainted with the system. Once they discover that hydroculture plants are much cleaner and require less maintenance , they will hopefully start giving them a

Bouquet fillers

Show director Ms Grigorieva was the first to receive the inaugural edition of the FlowersEXPOsure magazine in full Russian from publisher Jaap Kras.

Making its debut at FlowersExpo too was Danziger ‘Dan’ Flower Farm from Israel, an established supplier of high quality ornamentals and services. ”We see it as an important show to introduce new varieties to this market, show their uses and promote existing varieties directly for the benefit of our customers/ growers around the globe. This was only the beginning. We met part of the industry stakeholders and will deepen these new business relationships while building new ones,” said the company’s IP & Cut Flower Sales Manager, Anat Moshes. Key words industry professionals use to describe the Russian market are ‘big’, ‘growing’, ‘demanding high quality’, ‘expensive’, ‘complicated in terms of the supply chain’, ‘occupied by many small flower stores and stalls’ and

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October 2014 | www.FloraCultureInternational.com

Russia Russian exhibitors Although international participants represent more than 60% of the exhibitors, FlowersExpo prides itself on being Russia’s only horticultural trade exhibition where one can shake hands with a host of Russian exhibitors. “I would like to mention them as they are among our long-time supporters. Local companies such as Rose Garden, Galantus and Rose Hill (Kaluga), Chekhov Garden (Tula), Flowers of Udmurtia (Izhevsk), New Holland and Northern Dream (St. Petersburg), Yug-Agro and World of Flowers (Krasnodar), Podosinki, Ramensk Greenhouses and Mosrosa (Moscow region), Green House (Adygea), Ulianovskiy and Ismailovskiy state farms for ornamental gardening from Moscow annually displayed their products at the show. This also explains why the greenhouse technology section at FlowersExpo is largely represented with exhibitors from Holland, Germany, Belgium, Denmark and France demonstrating their newest developments to the Russian market,” said show director Ms Grigorieva. One of the Russian exhibitors was Dimitry Patrikeev from Moscow who runs Цветущая планета (Blossoming Planet) an education and training centre for landscape professionals. Patrikeev hosted a well-attended seminar where no fewer than 70 students and graduated landscape designers were treated to an event packed with opportunities to network, advice and guidance on how to take the landscape design business, whatever its size, to the next level. Key note addresses included a presentation from Elena Konstantinova who presented her latest breeding breakthroughs in phloxes. Blossoming Plant was happy to participate in this year’s FlowersExpo. “As in previous years, we welcomed a sizeable number of visitors from outside the Moscow area and this resulted in new business contacts which might lead to future cooperation.” According to Partikeev, the mood at FlowersExpo was upbeat although not everything looks so rosy. “In terms of economic crisis, there is decreasing demand in the landscape design business including the education as there is a limited amount of money being spent on gardens. Customers of landscape designers are not willing to spend above budget, especially this year. The middlemen are saving their money and avoid risk bearing investments. However the market for plants, garden tools fertilisers and decorations is performing well. People are doing as much as they can themselves. In my observation, construction companies and DIY stores and small stores are suffering the most as people do not build anything new. People who are not spending on home building means less gardens to design.”

Left to right FCI publisher Jaap Kras, Maria (co-editor of FCI’s first Russian language edition) and Dimitry Patrikeev, one of the Russian exhibitors at FlowersExpo.

www.FloraCultureInternational.com | October 2014

Floral design show by Pascal Koeleman and Ruud Hazelaar (left).

‘difficult market penetration for products other than roses’. When asked whether the Russian market was ready for mixed bouquets, including Danziger’s tried and tested Solidago and Gypsophila varieties, Anat said, “Our job is to find the best way to promote other products. Our Solidago ‘Golden Glory’, currently the leading Solidago in the EU market, only recently started to pick up in the Russian market, and demand is now gradually rising. We are doing a lot of marketing and promotion with the flower designer’s audience in order to show them the uses of this product. The same will have to be done with all other new products and will include extensive marketing and education about the ways to use those products that are not familiar to the Russian people.”

Maturing marketplace

Danziger’s presence at FlowersExpo is a sign that the Russian flower sector is currently entering the maturation and diversification stage, with room for more reasonably priced flowers next to the extremely large headed, 180cm tall roses from Ecuador aimed at the high end of the market. Reason enough for Doralco Flowers, a Kenya based exporter of mainly quality T-hybrid and spray roses to exhibit in Moscow. “The Russian demand for large headed roses prompted Kenyan growers to produce roses on higher altitudes. But now there

is a growing demand for smaller sized varieties and spray roses,“ said the company’s owner, Cristina Chenet from Italy, who expects Russian supermarkets to increase the size of their floral departments although current product quality, presentation and knowledge of personnel at supermarket level is often disappointing.

Boom and busts

The history of Russian floral wholesale is relatively young, characterised by constant change and innovation, booms and busts. Over the past two decades, imported flowers and plants have enjoyed a strong demand in the Russian marketplace. At the turn of the millennium, for example, exports of Dutch flowers and plants to Russia stood at €46,289,236 while fourteen years later this figure totalled €149,521,377. This reflects rising demand from a growing middle class that currently stands at 104 million strong. This segment of the population is projected to rise by 16 percent between now and 2020, at which point it will represent 86 percent of the population and amount to $1.3 trillion in spending—up 40 percent from 2010, based on a global study of the emerging middle class and related databases by Dr. Homi Kharas of the Brookings Institution. Local wholesale companies act mainly as distributors to the country’s Asian hinterland and also sell to florists, florist stalls,

consumers and street vendors. Russian market analyst Floor Schamp sees little change. “A handful of regional importers started to import flowers directly, omitting Moscow. Basically, they all continue to sell to the same channels as before. I do see change in the product range and the flow of information. Today, industry professionals are much better and more quickly informed via the internet. The domestic production is slowly increasing, while emerging flower producing countries increasingly export directly to Russia.” There is also a downside, adds Schamp. “Between 2000– 2008, for example, the Russian market developed in a much more professional manner with both professionals and consumers becoming more quality minded. Back then, consumers were willing to pay more for better quality. Today, there is a tendency to compete on price, not on value.” Floral wholesale in Russia is controlled by a handful of firms such as 7Flowers, 7Flowers Décor, Starlight, Azalia, Azalia Décor, Forever, Mostsvettorg and Rutaflor. According to Floor Schamp, out of the former 10-12 large wholesalers operating between 2000-2008, only 7Flowers, Azalia and Starlight maintained their market

share. “The rest became middle sized companies while new companies emerged. The current trend is low overhead=low costs=cheaper prices for flowers (or higher profits!) But this is at the expense of the professionalism gained in the Russian flower sector.” Meanwhile, the remaining large scale importers are under pressure. “The medium-sized companies have less overhead, so less costs and therefore can sell flowers cheaper.”

Import duties

Local analysts also believe that the country’s increased imports of flowers also has something to do with Russia’s entry into the WTO in 2012. The conditions of entry included terms such as a reduction in the import duties on cut flowers, which have decreased from 15% to 5%, which is no less than 0.3 euro per 1kg as of January 1st 2013. In addition, starting from 2015, import duties on other components of bouquets such as grasses and cut foliage will decline. But there are also good reasons for concern about the current system of import taxes. “Now that Russia has banned Western food, customs do not earn money on vegetables and fruits imports. So they try to compensate their losses

by raising the import duties on flowers and plants. It’s not clear if this is in an official way or unofficial way, but they do,” according to Floor Schamp.

Russian rouble

What is really creating a bit of a headache is the significant weakening of the Russian rouble and falling consumer confidence. Over 2014, the Russian economy is expected to grow by a meagre 0.4% and by only 0.9-1.1% in 2015. The country still faces a risk of recession amid capital outflows and sanctions. Schamp: “The rouble dropped about 25% to €1 = 50 rur (it was around 40 rur for a long time). That means that all goods that are imported from elsewhere are 25% more expensive, including cut flower and pot plants.” Between 2003 and 2008 the Russian economy experienced growth of around 7%-8% per year. In 2009, Russia directly felt the impacts of the crisis in Europe and suffered economically with negative growth of -7.8% (see table ) Since the crisis has affected Russia as well, the consumer is less willing to pay more for better quality. “Importers are demanding cheaper and cheaper products. Between 2010 and 2012, Russia was able to recover its growth partly due to high oil prices,

Chrysanthemum s are very popular flowers in Russia.

but since 2013 growth has been declining and – even worse for them – the oil prices as well. So, actually we are talking about a (hopefully temporary) shrinking market,” said Schamp. According to her, all of this means that investments will be postponed or cancelled as Russian banks have more difficult access to global banking. “Business development will stop and consumers will also spend less, or look for cheaper products .Professionals who built up their profession according to EU standard are really worrying where all this will lead and are not optimistic at all.” |||

With love from Russia….and Ecuador.

Russia: Real gross domestic product (GDP) growth rate from 2004 to 2014 (compared to the previous years). Source: www.statistica.com

October 2014 | www.FloraCultureInternational.com

2014

FloraHolland Trade Fair Guide November 5-7

The most tempting trade fair of all TheFloraHollandTradeFairisorganisedandhostedbyFloraHolland,theworldâ&#x20AC;&#x2122;slargest flower auction. Now in its 14th year, the FloraHolland Trade Fair welcomes retailers, florists,vendors,growers,distributorsandothersinvolvedincommercialfloriculture.Inan environmentthatisablendofbusinessandbusinessfriendshipswithparticularfocuson stand out brands and new product launches and ideas for business growth, this show is muchmorethansimplyabuyingopportunity.The3-dayeventguaranteesanabundanceof productandmarketinginspiration.Hereyouwillfindacompleterangeoffreshcutflowers, ornamental plants, product concepts, new products and trend presentations.

FloraCulture October 2014 | www.FloraCultureInternational.com

The FloraHolland Trade Fair will take centre stage from November 5-7, 2014. It’s the place where international floriculture comes together.

DATES AND OPENING TIMES 5-7 November 2014 TRADE SHOW HOURS Wednesday, November 5 9:00 to 18:00 Thursday, November 6 9:00 to 17:00 Friday, November 7 9:00 to 14:00 VENUE Flower auction FloraHolland, Legmeerdijk 313, 1431 GB Aalsmeer Free admission www.floraholland.com/tradefair Visitors can pre -register on the website, giving them rapid access to the fair.

FloraHolland Trade Fair, y

o far, over 700 exhibitors have booked their space. They will present their stunningly vast range of cut flowers and plants from around the world that are available for immediate delivery or as forward sales. Exporters, wholesalers and their domestic and international customers will come to the FloraHolland Trade Fair Aalsmeer to be inspired by the comprehensive range of flowers, plants, product concepts and new products on display.

Breeders and suppliers make the trade fair complete

At the FloraHolland Trade Fair, over 50 leading breeders will have

stands to introduce the trade public to the very latest product developments. Together with the representation from the suppliers, they make the trade fair complete. The suppliers present a wide range of products that give added value to ornamental plants or flowers, such as sleeves, vases, ornamental pots and stick-in labels. The FloraHolland Trade Fair is thus a comprehensive networking opportunity and a source of inspirationr for the floriculture industry, providing a one-stop-shop for visitors. For this reason, the FloraHolland Trade Fair is very popular among standholders and attracts a large international trade public.

‘Delivering Happiness’

The Village forms the heart of the fair and provides visitors with inspiration and a sneak previews of the future. The trends, concrete sales concepts and workshops available there will challenge you to scrutinize your strategy and are designed for florists, retailers, wholesalers, exporters, breeders and growers - in other words, the whole floriculture chain! The consumer experience is the focus. Under the motto 'Delivering Happiness', the Village paints a picture of 2020 and beyond. How will consumers shop for flowers and plants then? In a world that is online 24/7, with consumers who are fully internet oriented and only interested in

Facts & Figures • 22,000m2 show floor • 12,000 industry professionals • 460 plant stands • 180 flower stands • 50 breeder stands • 5 0 stands from suppliers of added value

www.FloraCultureInternational.com | October 2014

your one-stop-shop! the lowest price, but also recognize the experience and emotional value of flowers and plants, what will the shop floor be like? How far has the online world penetrated our sector and what impact does that have? Come and find out at the Village!

this market position. New products are therefore a special focus at the FloraHolland Trade Fair, which, with the addition of breeders' contributions, includes dozens of exhibitors displaying new products and concepts.

New products: the most popular attraction

Winners of the 2014 Glazen Tulp award

This year, FloraHolland will present new products with one or more striking features in a wonderful assortment that is sure to impress. Around 16 new products will be displayed that have just been, or will soon be, launched onto the market. Hundreds of new flowers and plants are put on the market every year and they are always the most popular attraction at trade fairs, for the trade public, press and consumers alike. For breeders and growers new products are a very important means of setting themselves apart in the international market and holding

The winners of the 2014 Glazen Tulp award will also be presented at the new products stand (Noviteiten). Last year, the winner of the cut flowers category was Bondeni Flowers/Marginpar (Pvt) Ltd (Uitgeest) with its Clematis Diversifolia Star River, and the winner of the houseplants category was Philodendronkwekerij Sjaak van de Sarwas with Alocasia zebrina. The Verbena Lanai Twister Blue by Ripaplant won the garden plants category and Amigo Plant VOF won the concepts category with Glowing Star in the Dark®. |||

2014

FloraHolland Trade Fair Guide

Exhibitor testimonials What exhibitors say about the FloraHolland Trade Fair: “The reason we are participating in the FloraHolland Trade Fair is to show to the visitors the Gerbera range that we, as a breeder, have available for the market,” says Cees Rombouts, commercial manager of Schreurs Holland B.V. He adds, “We expect the Trade Fair to give us the opportunity to talk to dealers and their customers and present to them the features of our new variants. At our stand (16.4), we have our most prestigious variants on display, those that have already established a position in the market (i.e. Kimsey, Suri, Bison Gold, Bison). We also present new varieties that were launched last season. In each case we want to make it known to the trade where these varieties are for sale so that direct contact can be made and we want to stress that the majority of the varieties on display are available commercially. The trade fair will have been a success for us if the visitors are enthusiastic and recognize our varieties and if we can refer them to the breeders that grow them.” Stefan Slijkerman, chairman of the Beurzen working party at Decorum Flower and Plants (stand 22.1), expects many customers to bring their end customers to the fair with them. “We won't be satisfied unless at least 90% of our customers have visited our stand with their end customers. At our stand, we present our new and extensive assortment of flowers and plants, that mainly targets the quality supermarket chains. We want to show our customers how to increase their returns with our products.”

October 2014 | www.FloraCultureInternational.com

For a list of exhibitors, see pages 26-27.

www.FloraCultureInternational.com | October 2014

October 2014 | www.FloraCultureInternational.com

2014

FloraHolland Trade Fair Guide

EXHIBITORS AARDAM PLANTEN BV 15.6 AARDSE ORCHIDEEN 35.12 AARTS, FICUS XL KWEKERIJEN 38.7 ABOUT PLANTS ZUNDERT 42.5 AD SALES SUPPORT 27.1 ADRIAENSSENS PETER 32.16 ADRICHEM JAN VAN KWEKERIJ 27.1 AFRIFLORA 5.6 AGRIOM 19.11 AIR SO PURE 41.16 ALLSENZA 44.8 ALLURE TUINPLANTEN BV 43.20 ALTANOVA 32.6 AMAZONE AMARYLLIS 14.5 AMAZONEPLANTS 41.9 AMIGO PLANT 39.5 AMIGRA BV 40.10 AMMERLAAN - SOSEF POTPLANTENKWEKERIJ 221. AMMERLAAN ORCHIDEEËN 38.3 AMMERLAAN THE GREEN INNOVATOR 29.8 AMSTELZICHT B.V. 27.1 ANCO PURE VANDA 15.8 ANDESCH FLOWER 37.11 ANJERKWEKERIJ MARTIN ZWINKELS 22.1 ANTHOGETHER 12.6 ANTHURA B.V. 20.10 ANTHURA B.V. 33.3 APELDOORN BLOEMBOLLEN VOF 31.15 APHRODITE ORCHIDEE 29.2 ARBEIDSVREUGDE 42.17 AREND, VAN DER / BENEFITA 40.16 ARIS, KWEKERIJ BV 43.24 ARMADA 15.10 ART-VI-ZO 21.32 ATHOMEPLANTS 27.1 AVANCE ROSES B.3 BAAS, KWEKERIJ A. 36.2 BAK, CORN. BV 19.16 BASICS & TRENDS 20.7 BAUMSCHULE 29.5 BEEKENKAMP PLANTS B.V. B.24 BENTAL BV 33.7 BERG HEDERA’S, VAN DEN 30.8 BERGLISIANTHUS 3.1 BERKHOUT PLANTS 42.1 BERMAN, J.A. 36.1 BERNHARD ORCHIDS 40.7 BERNHARD PREMIUM 7.4 BERT SCHOUTEN, KWEKERIJ 40.14 BEST BROMELIA, V.O.F. 29.17 BEYOND CHRYSANT 2.1 BIANCHERI CREATIONS 18.8 BISSCHOPS 43.7 BLOEMENDAAL, KWEKERIJ 43.26 BLOEMENHANDEL JACK VAN VLERKEN 31.2 BLOM KENTIA PALMEN 31.18 BM ROSES C.8 BOER, WTM DE 43.13 BOERS TUINBOUW 42.19 BOGREEN OUTDOOR PLANTS B.V. 32.4 BONITO PLANT 40.18 BONTEKOE, SALIXKWEKERIJ 38.4 BOOMKWEKERIJ BOLWIJN V.O.F. 30.3 BOPLANT BVBA 32.1 BOS ORCHIDS 22.1 BOSPLANT 43.3 BOUVARDIA B.6 BRAAM YOUNGPLANTS 13.1 BRABANT PLANT 42.15 BRAM BREUGEM 26.1 BRAND BOOMKWEKERIJEN BV, MARCEL 33.8 BRANDS ZOUTKAMP, E.J. B.V. 21.4 BREDEFLEUR 1.3 BREUGEM PLANTS BV 22.1 BROEKHOF 21.20 BROMELIA BRIGADA 31.14 BROMELIAS, TOBIAS 42.6 BROUWER BV, W.A.J. A.13 BUIJSFLOWERS 10.1 BUNNIK PLANTS 32.9 BUNNIK PLANTS 32.9 BURG, A VD D.17 BURG, VAN DER D.22 BUTTERFLY-ORCHIDS 34.2 BUXUS VAN DE GEIJN 42.15

C & M KESTER 41.6 CAMMERAAT VOF, C.J. 43.8 CAPARIS HEDERACULTUREN 35.14 CARNI FLORA B.V. 42.4 CELINE, KWEKERIJ 12.2 CHIC B.9 CHRYSAL AFRICA 21.18 CHRYSAL INTERNATIONAL B.V. 21.16 CHRYSANTHEMUM, JUST 9.8 CHRYWIJK 9.6 CJ ORCHIDS 30.18 CLAYRTON’S 21.28 COIFFEUR DU JARDIN 42.2 COMFORT PLANT GROUP 27.1 CORNELISJAN FLOWERS B.11 CORSAPLANT 24.3 COX, PAUL 29.7 CRESCO DE KWAKEL VOF 26.6 CROON, KWEKERIJ DE 30.6 CROYSE LOOP BV 24.5 CYC-PLANTS 40.5 CYMBI CENTRE 22.1 CYMBIDIUM SQUARE B.14 DAALEN ORCHIDEEEN, VAN 43.21 DAMEN EN ZN BV, HENK 31.13 DAMEN, FA. H.C. 31.17 DE BRUIN PLANTPOT 21.8 DE BRUYNE - FLANDRESSE 26.10 DE HOOG ORCHIDEEËN 44.12 DE LANDSCHEIDING 2.1 DE RUITER INNOVATIONS B.V. 18.14 DE VREEDE HOLLAND 27.1 DEBO PLANT 24.5 DECOCK PLANTS 30.1 DECOFRESH HOLLAND 1.2 DECORUM COMPANY 22.1 DECOWRAPS EUROPE B.V. B.23 DECOWRAPS MIAMI ACCENTS B.22 DEKKER CHRYSANTEN BV 19.9 DEKKERS/THIJS DEKKERS POTCULTURES, COEN 394. DEL GOLFO GREEN A RL 13.9 DELIFLOR CHRYSANTEN 20.12 DENIS-PLANTS BVBA 19.7 DENLOP 19.1 DEROOSE PLANTS 18.16 DESCH PLANTPAK B.V. 18.1 DICK BLOM BOOMKWEKERIJEN 33.6 DIFFERENCE ROSES 19.11 DIJCK VOF, E VAN C.17 DIJK NATURAL COLLECTIONS 19.4 DIJK VAN DIJK 22.1 DILLEWIJN ZWAPAK 20.5 DOES V.O.F. VAN DER 27.1 DONS BOOMKWEKERIJ C.19 DOOL PLANT BV, VAN DEN 40.6 DRACAENAKWEKERIJ DE PLAATS BV C.18 DRENTHEFLOWERS 35.1 DRIEPLANT C.9 D-ROSES 14.6 DUIF’S FLORIST ARTICLES B.V. 21.24 DUINEVELD BV, M.N. 31.1 DUITSE STRAAT 29.11 DUTCH FLOWER GROUP 17.3 DUYNPLANT 36.8 DYMAK HOLLAND BV 21.10 EASY GROW BV 41.10 EDELCACTUS 27.1 EDEN COLLECTION / SMITKWEKERIJEN D.16 EIJGENRAAM ORCHIDEEEN 43.25 ELBURG-SMIT B.25 ELKA KISTENFABRIEK BV 44.5 EL-RI-JO, HANDELSKWEKERIJ 42.12 ELSTGEEST YOUNGPLANTS B.18 ELSTGEEST, J. 44.19 EMCEEPACK BV 44.9 EMINENT-ROSES B.5 ENDE ROZEN, VAN DE 8.6 ENDHOVEN, CHRIS 30.20 EPLA BV, DESCH - 18.1 ERIFLOR 38.5 ERIK DE BOER PLANTS 32.2 ESMERALDA BREEDING 15.2 ESPERIT ELEMENTS 24.6 EUROCACTUS 39.11 EUROFLORA ANDIJK 36.6 EVANTHIA 15.4 EVANTY 11.2 EVANTY 39.4 EVELEENS, JOHAN 42.15

www.FloraCultureInternational.com | October 2014

EXCELLENT BOOMKWEKERIJEN BV 43.18 EXOTICPLANT BVBA 16.10 F. HOFLAND EN ZN. B.V. 22.1 FA VAN ZIJL 27.1 FA. L.P.M ZONNEVELD & ZN. 31.19 FA.GEBR VAN VELDEN 36.15 FACHJAN 39.10 FBB PLANT 27.1 FHS, KWEKERS COLLECTIEF 10.4 FICUS FOREVER 25.5 FIDAFLEUR 42.15 FIDES 19.10 FIORILE 31.9 FLAMINGO-PLANT VOF 25.1 FLORAHOLLAND B.17 FLORAHOLLAND CONNECT MONSTERBUS 39.16 FLORAHOLLAND E-TRADE / FLORAMONDO B.17 FLORAHOLLAND NOVITEITEN 16.1 FLORALI 24.4 FLORALIFE CENTRAL EUROPE GMBH, OASIS 19.6 FLORAMOTION 32.18 FLORAPLANET 27.1 FLORENSIS B.20 FLORESCENCIA 25.3 FLORICULTURA 20.6 FLORIOUS ORCHIDS D.5 FLORIST HOLLAND B.V. 13.2 FLORITEC BV 18.12 FLOWER BOARD-THE FINANCIAL COMPANY LTD 49 . FLOWER UPDATE 14.6 FLOWER XL 3.1 FLOWERBOOST D.10 FONDIEPLANT 36.12 FORSTERIANA, KWEKERIJ 44.6 FRANSEN ROSES 11.1 FREEK VAN DER VELDEN, KW. 36.11 FRESCO FLOWERS 4.1 FRIENDSHIP FLOWERS PLC. 8.4 FUERTE PLANTA 37.2 G VAN DEN BERG 14.6 G.F.J. SETERS 22.1 GAARSLEV A/S C.10 GEBR GROOTSCHOLTEN 38.11 GEBR. VAN EIJK 22.1 GEBR. WEIJS VOF 24.5 GEEST BV, N.L VAN 29.7 GEEST POTPLANTEN, DC VAN 40.20 GERBERA FACTORY 27.1 GERBERA UNITED 14.7 GERBERA4ALL 13.14 GEVERS PLANTEN 24.5 GLOBAL PACK 21.22 GLOBE PLANT B.V. 36.4 GLORIOUS GLORIOSA 27.1 GLORIOUS PLANTS 24.5 GOES ORCHIDEEËN, VAN DER 32.5 GP POWER PLANTS 27.1 GREEN SALES & PROMOTIONS 41.3 GREEN SYNERGY BV 24.2 GREENBALANZ D.23 GRIFFIOEN DE KWAKEL BV 39.12 GRO4U 5.2 GROENE TINT ANTHURIUMS 27.1 GROOT, PLANTENKWEKERIJ J.DE BV 29.3 GROWFUN B.V. 12.3 H.B. DRIJFHOUT BV 36.15 H.L. HOOGERVORST B.V. 22.1 HAAS GROWING, DE 6.4 HAGE, W VAN 46.8 HAKBIJL GLASS 21.6 HAMPIE FLOWER BV 6.6 HARTOG BV, KWEKERIJ 43.22 HASSINGER ORCHIDEEN B.21 HAYDAR B.10 HAZEU/BS PLANTS 31.20 HEBOPLANT 31.12 HEIJNEN POTPLANTEN, J. 41.4 HELLEBORUS GOLD COLLECTION 25.10 HELVOORT CHRYSANTEN, VAN 7.6 HENRI-JET, KWEKERIJ 46.9 HERBURG ROSES B.4 HERTOG NOORDAM C.5 HEUS 43.14 HILLPLANT B.V. 22.1 HILVERDA DE BOER 20.0 HILVERDAKOOIJ 14.4 HOEF BV, KWEKERIJ DE 45.5 HOEFNAGELS 26.4 HOGERVORST, GEBR 31.11

HOLLA ROSES BV 3.5 HOLSTEIN FLOWERS 2.1 HOLTROB, ROB 14.1 HOOFTMAN BOOMKWEKERIJ 41.15 HOOGENDOORN STEPHANOTIS 40.12 HOOGEVEEN PLANTS BV 38.10 HOORN FLORISTIK, VD 20.9 HOORN ORCHIDEEEN BV, VD 43.11 HOORN SUCCULENTEN, VAN DER 47.3 HOORN, KWEKERIJ TON VAN DER BV 39.1 HOUTERMAN-KLESSENS 42.15 HOUWENPLANT 35.8 HOVEN EN DE MOOIJ/PORTALFLORA B.16 HUISMAN CHRYSANTEN B.12 HULST ROZENKWEKERIJEN, VAN DER B.2 HUMAKO 35.5 HVS ORCHIDS A.16 HYDRANGEA BREEDERS ASSOCIATION 19.11 ICHTUS FLOWERS 2.1 ICHTUS FLOWERS 43.5 ID FLOR 27.1 IJZELENBERG POTPLANTEN BV 40.4 INNOVÉ PLANTS 42.15 ISLANDPLANT B.V. 37.13 J. & P. TEN HAVE B.V. 22.1 J. STRAATHOF B.V. 22.1 J.A. & J. MOERMAN 22.1 JACARANDA B.V. 31.8 JANSEN, RICARDO 7.5 JANS-JANS 43.10 JHL 27.1 JK PLANT D.3 JMPLANTS, VOF MEEWISSE 34.6 JODECO GLASS BV 21.26 JOGROW POTPLANTENKWEKERIJ 22.1 JOHN VAN OS ROZEN 14.6 JONG JAC. DE BOOMKWEKERIJ 27.1 JOY PLANT 36.10 JUB-HOLLAND /JAC. UITTENBOGAARD & ZONEN BV B.15 JUNGHEIM BOOMKWEKERIJEN 43.26 JUNGLESTAR B.V. 22.1 JURA BOTINICA C.16 KANPLANT 39.14 KAP - TIEGELAAR 27.1 KAPITEYN BREEDING 15.12 KARMA PLANTS 40.2 KÉBOL BV 20.1 KEES VAN OS ROZEN 14.6 KENTIA KWEKERIJ G. STOLZE 22.1 KLEEF KENYA LTD, VAN 14.2 KLEIN MEXICO C.22 KLONDIKE GARDENS VOF A.10 KNEPPERS ROZEN 6.2 KNOOPS 24.5 KOEHLER ORCHIDEEËN 41.1 KOELEMAN POTPLANTEN C.11 KOEMANS, BOOMKWEKERIJ CEES 33.10 KOEN PACK BV 18.4 KOEN PACK MANIPAL LTD 18.2 KOKOPLANT C.23 KOLSTER BV 16.3 KONAPLANT 37.6 KONINKLIJKE TERRA NOVA 22.1 KOOIJ & ZN. B.V., JAC. 17.1 KOOLHAAS FLOWERS A.2 KOPPENS- STEEGHS IMPORT/EXPORT B.V. 21.12 KORDES ROSES EA 17.2 KORDES ROSES, INTERROSE B.V. 17.2 KP HOLLAND 32.3 KP HOLLAND YOUNG PLANTS B.19 KREATIVE ROSES LTD 17.2 KRELING CHRYSANTEN 6.10 KROMHOUT, D.C. A.4 KUIPPL. GROOTSCHOLTEN VOF 36.15 KW ZUIDBAAK HONSELERSDIJK 36.15 KWEKERIJ ATLANTIS 22.1 KWEKERIJ DE AMSTEL 27.1 KWEKERIJ DE BONFUT 22.1 KWEKERIJ ‘DE GOOGH 5.3 KWEKERIJ DE MUNCK 22.1 KWEKERIJ DE PALMENTUIN BV 22.1 KWEKERIJ DUIJN- HOVE B.V. 22.1 KWEKERIJ ESMERALDA 7.7 KWEKERIJ GROENHOF 22.1 KWEKERIJ JAN VAN DER KNAAP 35.6 KWEKERIJ JONGERLING 34.4 KWEKERIJ MARTINIQUE 22.1 KWEKERIJ MONTIS MOERKAPELLE B.V. 22.1

KWEKERIJ TORENZICHT 22.1 KWEKERIJ VAN WIJK 22.1 KWEKERIJ VLASMAN 22.1 L.J. VAN DER MEER B.V. 22.1 L.V. PLANT 44.23 LABAN, BOOMKWEKERIJ J.A. D.20 LAGUNA KWEKERIJ 27.1 LANSBERGEN ORCHIDEEEN D.18 LEEPLANT 27.1 LEERDAM ORCHIDEEËN 44.18 LEEUWEN TUINPLANTEN BV, MARCEL VAN 45.2 LEO AMMERLAAN 22.1 LEO AMMERLAAN 22.1 LEO AMMERLAAN 22.1 LEO AMMERLAAN 22.1 LEO VAN DER HARG B.V. 22.1 LEUVEN, PETER VAN 29.9 LEYBAERT 44.17 LG FLOWERS 7.1 LIESVELDEN VOF, DE 33.5 LILIES OF LIFE 6.12 LINDEN B.V., CACTUSKWEKERIJ VAN DER 37.7 LIONPLANT B.V. 22.1 LOCK, HANDELSKWEKERIJ 42.10 LOGICO 38.2 LOKKEN KERAMIEK 21.30 LOOS PLANTS 36.5 LOTS OF FLOWERS 13.4 LUIJK, FA JAN VAN D.8 LUITEN KWEKERIJ BV 44.16 LZ ORCHIDEE 41.2 M&M GARDEN 37.4 MAAREL ORCHIDS 37.10 MAASLUIDEN POTPLANTEN 45.4 MANS FLOWERS A.6 MARCK WESTRINGDIJK BV A.5 MARGINATA BV 43.16 MARIA ROSA 14.6 MARJOLAND B.V. 14.10 MARKMAN CULTURES B.V. 25.7 MARON 27.1 MARTHAPLANT 26.8 MATE 14.8 MATHOT POTCULTURES, JESPER 43.6 MEERMUIDEN, KWEKERIJ 44.4 MEERTEN V.O.F., BOOMKWEKERIJ VAN 42.9 MEESLOUWER, KWEKERIJ 35.2 MEEWWISSE B.V., KWEKERIJ 32.10 MEIJER ROSES 13.6 MEKO HULSEBOSCH 29.4 MERMANS DIRK 29.15 MERTENS 12.1 MICROFLOR 19.18 MIRACLE FLOWERS 3.1 MOERHEIM NEW PLANT 20.8 MOLENAAR, H D.14 MOLENHOEK, KWEKERIJ DE 35.4 MONDO VERDE 41.7 MONTANALISIANTHUS 3.1 MONTFLEURY SÉLECTION B.V 20.2 MOOIJ, B & G DE 19.8 MOREL DIFFUSION 15.14 MT. ELGON ORCHARDS 4.8 MTS KUIJPERS-JANSSEN 24.5 MTS WIJNEN - VAN BAAR 24.5 MULDER, KWEKERIJ J.C.M. A.9 MULDERS VOF ROSA & ACER 42.3 MY ARECA BV 30.11 NATUURLIJK GOED B.V. 6.8 NEDERPEL SUCCULENTEN 22.1 NEDERPEL, GEBR. D.6 NEDERSTIGT, R. 29.5 NERINE GROWERS A.3 NIEUW BOS / ‘T HOOG BOS, ‘T 42.14 NIEUWE LAND VOF, ‘T 33.13 NIEUWESTEEG, A 31.7 NIEUWKOOP PRODUCTIONS 39.7 NIFTERIK HOLLAND BV, VAN 19.3 NIHAO B.V. 16.8 NOL BULBS AND FLOWERS 45.10 NOLINA KWEKERIJEN 39.18 NORTHPLANTS 34.5 NOTKAMP BOOMKWEKERIJ 43.23 OASE HORST, KWEKERIJ 42.15 OG-GROUP,FN KEMPEN 38.8 OKPLANT 22.1 OLIJ BREEDING BV 15.1 OLSTHOORN HOEK VAN HOLLAND 43.12 OPTI-FLOR 43.2

ORCHID CONCEPTS D.4 ORCHIDIVA 26.3 ORCHIDS OASE BV 45.8 ORCHIOS 22.1 ORIENTAL GROUP 30.2 OS ROSES HOLLAND B.V. 14.12 OSKAM&ZN BV, W. 31.6 OTTENHOF, KWEKERIJ THIJS 45.1 OUT, BOOMKWEKERIJ 44.10 OVATA 31.10 P.P.ORCHIDEEEN 38.1 PAASSEN, FRED VAN 6.1 PALETTI GROWERS 24.5 PANAMERICAN SEED EUROPE BV 19.5 PANDA B.V. 27.1 PANNEKOEK 27.1 PANTAR AMSTERDAM DE TUINDERIJ 27.1 PARIDON, C.A. VAN 5.4 PASSIE PLANT BV 44.28 PEETERS POTPLANTEN 41.5 PERKGOED PARTNERS D.15 PERSONAL SALES CUTFLOWERS 7.2 PERSONALITY PLANTS 22.1 PERSOON POTPLANTEN 22.1 PERSOONLIJK VERKOOP 35.3 PETER ZEESTRATEN BV 36.15 PHALAENOVA 32.7 PIKO PLANT 25.4 PIPPEL LISIANTHUS 3.1 PJ DAVE 13.7 PLANT AMBIANCE 32.8 PLANT COMPANY 27.1 PLANTATION PLANTS KENYA LTD 17.5 PLANTCONNECT B.17 PLANTENKWEKERIJ VREUGDENHIL BV 44.20 PLANTENKWEKERIJ VREUGDENHIL BV 44.20 PLIGT PROFESSIONALS 40.1 PLOMP BV, DE C.20 POLYPAP S.A./ BOUQUETT’O 19.2 PORTA NOVA 2.1 POSTPLANTS D.13 POTTERY DIRECT INTERNATIONAL BV 20.4 PREESMAN POTPLANTEN 27.1 PREMIUM FLOWERS 2.1 PRINS ORCHIDEE 10.5 PROMOTIECOMMISSIE PURE SEASONAL FLOWERS 4.6 PRUDAC 17.4 PT-CREATIONS C.2 PULCHER ORCHIDEE A.12 PURA VIDA, LA 34.7 PURE COLLECTION 40.8 PUREROSES-D-ROSES 14.6 PUREROSES-G. VAN DEN BERG 14.6 PUREROSES-JOHN VAN OS 14.6 PUREROSES-KEES VAN OS 14.6 PUREROSES-MARIA ROSA 14.6 PUREROSES-ROZENBOS 14.6 PUREROSES-VELDEN 14.6 PZ PLANTEN 44.22 QLISI 22.1 QUAKELPLANT BV 41.17 QUALILY 8.1 QUALITY FLOWER GROUP 9.2 QUANTHURIUM B.V. 41.11 QUEEN OF FLOWERS WORLDWIDE 39.8 RAADSCHELDERS VARENS C.13 RADEMAKER, GEBR. D.11 RED ICE 1.4 REDELIJKHEID, MTS K DE 45.6 REIJM NIEUWERKERK B.V. 27.1 RELEVA B.V. C.15 RENÉ VAN EIJK ORCHIDEEEN V 14.3 RENE ZEESTRATEN BV 36.15 RICHARD VAN MARREWIJK 27.1 RICHPLANT 22.1 RIJKE, KWEKERIJ DE 44.21 RIJN ROSES/LANSBERGEN ROSES, VAN B.13 RIJNBEEK BOOMKWEKERIJEN BV, BD 33.4 RIJNBEEK EXCELLENT PLANT 43.26 RIJNPLANT 35.18 RIPAPLANT B.V. 37.3 RIPPLANTS 37.8 RIVER FLOWERS BV B.16 RM PLANTS 40.3 ROLAND VAN DER WERF 46.1 ROMA NOVA 39.6 RONALD LAMERS VERKOOP VOOR SIERTEELT 421 .5 ROOBEEK, KWEKERIJ 44.2

ROOD, G.P. 31.21 ROSA PLAZA AQ ROSES/ MINAYE FLOWERS PLC B 1. ROSEFRUITS.NL 5.1 ROSEWORLD 22.1 ROVAWEE BV GREEN POWER 25.11 ROYAL BRINKMAN 21.2 ROYAL VAN ZANTEN B.V. 18.10 ROZENBOS 14.6 RUITEN FLEUR BV 1.1 SABA B.8 SABRA EXOTICS BV 46.3 SANDERS, POTPLANTENKWEKERIJ W.P. 42.7 SAR- VERMAAT, VAN DER 47.5 SATTER ORCHIDS 25.8 SATTER ROSES C.3 SCHEURICH GMBH 21.1 SCHNEIDER YOUNGPLANTS 16.6 SCHOEMAKER LIVING CREATIONS, ALEX 35.7 SCHOENMAKERS VERKOOP BV 29.6 SCHOLTE ORCHIDEEEN 33.12 SCHOLTES ROSES A.17 SCHONEVELD BREEDING 19.12 SCHREURS HOLLAND 16.4 SENTEN, VAN 46.6 SENTINEL BV 26.12 ‘S-GRAVENHOF KWEKERIJ 29.1 SIKELIA FLORA 46.4 SION YOUNG PLANTS BV 19.14 SIONSGAERDE, KWEKERIJ DE C.6 SJAAK BUIJS BV 36.15 SJAAK KOENE ROSES 22.1 SJAAK V.D. SAR, PHILODENDRONKWEKERIJ 41.13 SJAAK VAN SCHIE B.V. 36.13 SKY ORCHIDS 44.26 SLIJKERMANKALANCHOE D.0 SLUITER ELLWOODII 41.12 SNEPVANGERS TUINPLANTEN BV C.1 SNOEKER & ZN. BV, W. 47.9 SO NATURAL BV 26.2 SOGO TEAM CO., LTD. 19.13 SOLISPLANT D.12 SON & KOOT, VAN 38.6 SONNEVELD HYDRANGEA 2.1 SONNEVELD, KWEKERIJ JM 45.7 SORROW AND JOY, KWEKERIJ 45.3 SPAARGAREN VAN DOORN BV 43.17 SPATHIPHYLLUM SPECIALIST 42.16 SPECIAL PLANT ZUNDERT 30.10 SPECIALS ORCHIDS 44.1 SPRINGINTVELD, P. 46.7 STADSWEIDEN, KWEKERIJ DE D.21 STEEGE, TER 44.13 STEIJN & ZN, JM VAN 31.16 STEIJN-DAMEN 27.1 STOLK POTPLANTEN 37.9 STOLK QUALITY COLORS 38.12 STRAALEN, JP VAN 38.9 STRAATHOF, GEBR. 31.3 STRENG & ZN POTCULTURES, FA J.A. C.21 STRICKER PLANTS VOF 27.1 SUMMERFLOWERS.NL 4.4 SUNNY HOLLAND BV 15.5 SUNSHINE GROW 27.1 SUREPLANTS 36.15 SV.CO 42.13 SWINKELS VOF, VASTE PLANTENKWEKERIJ JOS 44.24 ‘T AKKER 30.9 ‘T AKKER 30.9 TAISUCO HOLLAND BV 42.8 TAKII EUROPE B.V. 21.34 TASS, KWEKERIJ 27.1 TEN HAVE PLANT 36.7 TER LAAK ORCHIDS 22.1 TERRA NIGRA B.V. 18.0 TESSELAAR ALSTROEMERIA A.7 TESSELAAR, H.M. 13.5 THE VILLAGE 16.2 TIM VAN LEEUWEN 46.2 TINAW BUSINESS S.C 12.4 TINUS OLSTHOORN EN ZONEN D.9 TON VREUGDENHIL A.8 TOP-ORCHID BV 47.1 TUIJL POTS TRAYS STICKS, VAN 44.15 TULPEN.NL 4.3 TURK, POT PL KW 25.6 TWINPACK B.V. 44.14 UBINK 30.5 UNIVEG FLOWER TRADE BV 18.6

2014

FloraHolland Trade Fair Guide VALENCIAN & SICILIEN IMPORT PLANTS 25.9 VALSTAR B.V., PLANTENKWEKERIJ 36.14 VALSTAR, GEBR D.2 VALSTAR, POT PL KW TEUN 41.19 VAN DEN BERG DE LIER 22.1 VAN DEN BERG EST BV 37.1 VAN DEN BERG ROSES 13.3 VAN DER DRIFT ROSES 22.1 VAN DER ENDE FLOWERS 3.3 VAN DER LUGT LISIANTHUS 2.1 VAN DER VALK GROENESIER 22.1 VAN DER VELDE WATERPLANTEN B.V. 40.9 VAN DER VOORT POTPLANTEN B.V. 24.1 VAN DIJK FLOWERS 22.1 VAN HAASTER VIJFHUIZEN B.V. A.11 VAN IPEREN B.V. 44.11 VAN MARREWIJK STEELHOVEN B.V. C.12 VAN RIET POTPLANTEN 24.5 VAN SCHIE POTLELIES 22.1 VAN WOUDENBERG TUINPLANTEN C.14 VANNOVA LAURENS VD LANS B.7 VARIETY PLANTS B.V., TL 43.19 VARINOVA 18.3 VASELIFE INTERNATIONAL B.V. 20.3 VDA PLANT 39.3 VDH PLANT. 42.11 VDW PLANTS 27.1 VEEN VETPLANTEN, KW VAN J.H. VAN DER 35.16 VELDEN BV, HANDELSKWEKERIJ VAN DER 38.13 VELDEN ROSES 14.6 VERANDA, DE D.7 VERDEL ORCHIDEEEN BV 46.10 VERDONCK, KWEKERIJ 29.13 VERLOOP BOOMKWEKERIJ 36.3 VERPAPLANT 31.5 VG ORCHIDS D.19 VICTOR TRADING 34.1 VIEHWEG 24.5 VIJVERBERG, KWEKERIJ 30.4 VIJVERBERG, KWEKERIJ MARCEL 27.1 VIJVERBERG, KWEKERIJ PIET 33.2 VIPROSES BY SASSEN BV B.16 VIREO/HEDERAPLANT 33.11 VIS CALLA 13.12 VOF BK PLANT 36.15 VOLLEBREGT B.V., P.J.J. 46.5 VOORT CHRYSANTEN A.15 VOORT POTPLANTEN, MART VD 32.14 VOSSEN BV, J.H. VAN DER 31.4 VREDEBEST, KWEKERIJ 43.26 VREUGDENBERG BV, KWEKERIJ D.1 VREUGDENHIL BULBS & PLANTS 22.1 VRIES POTPLANTENCULTURES BV, J. DE 27.1 WAC INTERNATIONAL 19.11 WALTER GROOTSCHOLTEN BV A.14 WANDER TUINIER BV 15.3 WARMERDAM SOMEREN VOF 24.5 WB GERBERA BV 3.0 WBD BV 36.15 WENSEN POTPLANTEN, VAN 36.9 WE-PLANTS 33.1 WESTLAND PLANT 41.14 WETERING POTLILIUM B.V. 32.12 WIKO ANTHURIUM 22.1 WILFREDPEL.NL 33.9 WILGENLEI, DE 41.8 WILLEM KUIPERS BV 36.15 WILT GERBERA’S, VAN DER 4.2 WIM BONGAARDS 27.1 WIMAPLANT 36.16 WINDEN BV, BUXUS KWEKERIJ WIM VAN 43.9 WINDT VERPAKKING, VAN DER 44.7 WIT & ZN, G. DE 10.3 WK PLANT 43.15 WOONING ORCHIDS C.4 WOUT HOOGERVORST 34.3 WULOPLANT VOF 47.7 ZANDVOORT FLOWERS 13.8 ZEURNIET, KWEKERIJ 37.5 ZONNEBLOEM, DE 37.12 ZUIDPLAS, KWEKERIJ DE 10.2 ZUURBIER & CO 10.6 ZUYDGEEST DE LIER 27.1 ZWAAN, MAATSCHAP DE C.7 ZWINKELS, MC 13.10

October 2014 | www.FloraCultureInternational.com

2014

FloraHolland Trade Fair Guide

Deliflor Chrysanten

Breeding a World of Flavours Growing chrysanthemums begins with passion - the passion to strive for perfection, to keep going where others stop. And the passion to keep discovering new cultivars. This passion is the driving force behind Deliflor and has made the company what it is today: a family business with a hands-on mentality, that is proud to be the largest chrysanthemum breeder in the world. Deliflorâ&#x20AC;&#x2122;s strength goes beyond passion alone. It is also about cooperation, abouthavinganeyeforthegrowerandfortheconsumer.Therefore,Deliflor exclusively employs professionals in the areas of marketing, cultivation supportandbreeding.Theyofferintensivesupporttogrowersandpartners, and provide them with all the tools they need to enable them to work as effectively and efficiently as possible. MarketingandpromotionarealsoveryimportanttoDeliflor.Manystrategies andcampaignsaredevelopedtoincreasethechanceofnewvarietiesbeing successful and to further enhance the image. Deliflor supplies a wide variety of cultivars in many different colours and textures,forexamplethewell-knownchrysanthemumsAnastasia,Balticaand Zembla.Theproductrangeisconstantlychangingwithnewcultivarsbeing developedandaddedsuchasourlatestintroductionsGagarin,Limoncello, MarrowandYinYang.Deliflorhasitsownlaboratory,whichisfullyequipped with the latest technology. This enables Deliflor to keep up with the latest trends and the demand for new cultivars. These are the qualities that make DeliflorcompleteasacompanyandthatmakeBreedingaWorldofFlavours possible day after day. They form Deliflorâ&#x20AC;&#x2122;s strength.

Deliflor Chrysanten Korte Kruisweg 163, 2676 BS Maasdijk, The Netherlands P.O. Box 77, 2676 ZH Maasdijk, The Netherlands T +31 (0)174 526 200 F +31 (0)174 526 203 info@deliflor.nl www.deliflor.nl

StepintotheworldofChrysanthemumsandcomevisitusattheFloraHolland Trade Fair 2014. Stand 20.12. We look forward to welcoming you.

October 2014 | www.FloraCultureInternational.com

Hassinger Orchideen

A fascinating orchid life cyclebeginsatHassinger Aardam and Tropical Seeds

A good start is half the work

Come a nd visit us at IPM Ess the en booth (2 show E42)

Aardam is an agricultural company specialising in producing young plant material for professional indoor plant growers worldwide. Tropical Seeds BV specialises in supplying tropical seeds for the professional market, such as nurseries and brokers around the globe. Our companies are situated in Aarlanderveen (near Amsterdam), Holland and pride themselves on their network and knowledge, as well as extensive experience in supplying young plants and seeds. Aardamranksamongtheworld’stopsuppliersinthegreenpotplantbusiness. The company’s vast range of young plants is available from tissue culture, seeds or cuttings. We take pride in the quality of our plantlets and services. That’s why our standards (FLORIMARK / MPS / MPS GAP) are high and our commitment to quality is unwavering. Aardam sources its tissue culture material only from the world’s best plant tissue culture laboratories. We also develop new products and carry out selections for our customers. TropicalSeedsBVhasbuiltanextensiveglobalnetwork.Thecompanystaysin close contact with suppliers to make sure its needs and the terms of delivery are clear from the outset. TropicalSeedsBVaimstoprovideunrivalledservicetoitscustomersthrough therangeandqualityofitsproductsandcompetitiveprices.Servicesprovided includefastdeliveryoflargequantitiesofseedsthatcomewiththeadequate shipping documents. AardamandTropicalSeedsoffertheircustomerstailor-madesolutionswith highadded-value.Inordertoachieveandmaintainthisfocusweworkclosely with our supply chain partners.

Aardam and Tropical Seeds Oostkanaalweg 5b, 2445 BA Aarlanderveen, Netherlands T +49 (0) 172 473841 F +49 (0) 172 475773 Skype: aardamplants Skype: tropicalseeds info@aardam.nl, info@tropicalseeds.com www.aardam.nl, www.tropicalseeds.com

www.FloraCultureInternational.com | October 2014

It is the fascination of orchids that has been driving us for over 25 years. Always with a keen eye on the market demand, Hassinger Orchideen is dedicated to breeding novel Phalaenopsis with an unprecedented spectrum of varieties. Hassinger Orchideen is passionate about achieving the highest quality of service for the customer. This is not just about making better, more reliable orchids.Itencompasseseverythingwedofromreceivingyourorder,setting thehighestqualitystandards,fastdeliveryandfinally,ouraftersalesservice. Hassinger Orchideen is truly a family business that is quick to respond and transparent in its communication. We always aim for better orchid varieties, innovative growing techniques and marketing ideas to increase market demand. At Hassinger, we can rely on an effective management team that helps you to create a more efficient and capable business. SurpriseanddelightyourcustomerswithHassingerorchidvarietiesthatcome in a wide variety of shapes and colours (300!). At Hassinger, you will always find the orchid you have been looking for, whether this might be extremely large-flowered varieties of up to 14cm in width or micro Phalaenopsis types with a naturally trailing character reminiscent of a waterfall. Ask also for our specialty orchids bearing flowers with a sweet honey scent. Hassinger sells Phalaenopsis mericlone flasks or young plants. In addition, wearecurrentlydevelopingacompletelyneworchidspectrum.Smallsized CambriaandBellavalliaandsmallernicheproductsenableourcustomersto enrich their assortment. Hassinger Orchideen – selected for you! Please visit our booth at the FloraHolland Trade Fair (B21).

Hassinger Orchideen Strassenmuehlweg 1A, 65199 Wiesbaden, Germany T +49 (0) 611 9259596 F +49 (0) 611 9259598 info@hassinger-neon-orchids.de www.hassinger-orchideen.de www.neonorchids.com

2014

FloraHolland Trade Fair Guide

Florensis show garden

Florensis

Cabaret Pure Yellow

Toscana Bernd

Your assortment for every season! Florensis has been providing professional growers with excellent plant propagation material and solutions since 1941 and has been a breeder of mainly vegetative crops for many years. The extensive line of plants propagated from both seed and cuttings responds closely to the client’s preferences. The Florensis assortment consists of summer-flowering annuals, viola, primula, biennial and perennial crops and pot plants, such as cyclamen. To support its clients, Florensis aims to connect with both traders and retail, to involve them in its novelties and highlights at an early stage. At its stand at theFloraHollandTradeFairyoucanadmiresomeoftheirtopproductsinanew setting. Pass by and become inspired! CREATE YOUR OWN SHOW FlorensisproudlypresentstheearliestfloweringCalibrachoasonthemarket: CabaretTM!Thesetrueeye-catchersareshowstoppersineverystore,balcony andgarden.TheuniformCabaretsarepartofoneofthebestprogrammable seriesonthemarket.Theycomeinawidecolourrange,exclusivetoFlorensis. The trailing plants have a full centre and are covered with flowers, making themverysuitableforhangingbasketsandmixedpots.Cabaretperformsvery well even in poor lighting conditions and in lower temperatures. Moreover, Florensis offers eight readymade trio-mixes, the CabaretTM MixMasters, to consumers.

Rosies Pink Vein TRENDY GERANIUMS With Pelargonium Toscana®, Florensis provides a very strong geranium assortmentfromownbreeding.TheToscanaseriesiswellknownforthegreat planthabit.Itispreservedfromthegreenhousetotheconsumer.Geraniums old-fashioned? Toscana provides a young lifestyle sensation! The Toscana series is known for its bright and vivid colours, but also for the specialandunusualcolourcombinationsandcontrastingfeaturesofthedark leaved varieties. This all results in a modern and attractive assortment with plenty of sales opportunities for a broad client group! Forthecomingseason,Florensisishappytointroduce5newToscana’s:Hanna, Josina, Senna, Regina, Renske.

CALIBRACHOA CAN-CAN® Lookingforevenmorevigorousplantsanduniquecolours,thenmeettheCanCan celebrities, the little sister of Cabaret, with the same presentation advantages at retail.

Florensis B.V. Postbus 32, 3330 AA Zwijndrecht, Netherlands Visiting address: Langeweg 79, 3342 LD Hendrik-Ido-Ambacht T +31 (0)78 6233200 sales@florensis.com www.florensis.com

CAN-CAN® ROSIES From thebestbreedersinthe world, Florensis introduces a brand new series withfulldoubleflowersselectedwithamediumhangingplanthabit.AllRosies flowerearlyandareidealforcalibrachoamixesandmixedwithotherspecies. Florensisoffersyou7attractivecoloursforthebestresultineachpotsizeand hanging basket.

October 2014 | www.FloraCultureInternational.com

FloraHolland Trade Fair Aalsmeer: 5 to 7 November 2014 The place to be!

For three days, this international trade fair will be the place where traders and producers of ornamental plants and flowers can meet each other and do business. • • • • • •

More than 650 suppliers will be displaying a wide range of cut flowers and plants 50 leading breeders of flowers and plants will be presenting innovative new products The latest trends, concepts and plenty of inspiration in The Village Many new products in all product categories Nominations for the Glazen Tulp award 2015

Opening hours Wednesday 5 November Thursday 6 November Friday 7 November

9:00am to 6:00pm 9:00am to 5:00pm 9:00am to 2:00pm

Make sure you don’t miss out! Register your visit at www.floraholland.com/tradefair.

floraholland.com

International Events October 2014

November 2014

January 2015

2 to 4. United States America in Bloom Symposium and Awards in Philadelphia. aib@americainbloom.org www.americainbloom.org

5 to 6. United States Northeast Greenhouse Conference & Expo at the Mass Mutual Center, Springfield, Massachusetts. info@negreenhouse.org www.negreenhouse.org

14-16. United States MANTS (Mid-Atlantic Nursery Trade Show) at the Baltimore Convention Center. www.mants.com

3 to 5. Italy The 6th edition of Italy’s top home and garden show Orticolario at Villa Erba in Cernobbio. www.orticolario.it 3 to 5. Kenya FoodAgro Kenya at Nairobi’s KICC. www.expogr.com 6 to10. Colombia V Horticultural Congress Colombia in Medellín, Colombia congresohorticultu-ra2014@ soccolhort.com 8 to 9. Canada The Canadian Greenhouse Conference at the Scotiabank Convention Centre in Niagara Falls. glenn@canadiangreenhouse conference.com www.canadiangreenhouse conference.com 15 to 17. Japan IFEX, 11th international flower expo at Tokyo’s Makuhari Messe. T + 81 3 3349 8519 ifex-eng@reedexpo.co.jp www.ifex.jp/en

5 to 7. The Netherlands International Floriculture and Horticulture Trade Fair at the Haarlemmermeer Expo in Vijfhuizen, the Netherlands. (IFTF-IHTF) www.hpp.nl 5 to 7. The Netherlands FloraHolland Trade Fair Aalsmeer. www.floraholland.com/tradefair 9 to 11. UAE IPM Dubai at the Dubai World Trade Center. ipm@messe-essen.de www.ipm-dubai.com 18 to 20. Cuba II Horticultural Congress Cuba at the Hotel Nacional de Cuba in La Habana. congreso@liliana.co.cu www.cubadiplomatica.cu 27 to 29. China IPGEXPO 2014, international pot plant and gardening trade exhibition in Guangzhou. www.ipgexpo.com

17 to 19. United States PMA Fresh Summit. Convention and Expo. www.freshsummit.com

27 to 30. Turkey Flower Show Turkey 2014 info@growtech.com.tr www.flowershow.com.tr

22 to 23. Canada Landscape Ontario’s Expo, Garden and Floral Expo at the Toronto Congress Centre. showinfo@loexpo.ca www.loexpo.ca

December 2014 2 to 3. Germany. Breeders & Young Plant Producers Conference in Rattingen, Germany. info@fleuroselect.com www.fleuroselect.com

23 to 25. Italy SUN, Italy’s leading trade show when it comes to outdoor power equipment, products for lawns, landscapes, gardens, outdoor leisure, hardscapes and light contruction, will be held at the RiminiFiera convention centre in Rimini, Northern Italy. www.sungiosun.it 30 October to 2 November. United States 2014 Independent Plant Breeders Conference at the Amway Grand Plaza, Grand Rapids, MI. For further details please visit www.hrt.msu.edu/IPBC-2014

2 to 4. United States New York Produce Show & Conference. register@nyproduceshow.com www.nyproduceshow.com 3 to 6. Turkey Growtech Eurasia, international greenhouse, agricultural equipment and technologies fair in Antalya, Turkey. www.growtech.com.tr 9 to 11. United States Great Lakes, Vegetable and Farm Market Expo and Michigan Greenhouse Growers Expo. www.glexpo.com 19-14. KISAN, India’s largest agricultural trade show in Pune. team@kisan.com www.kisan.in

16-25. Germany Grüne Woche, international green week Berlin. The world’s biggest fair for food, agriculture and horticulture. www.gruenewoche.de 20-23. United States Mid Atlantic Short Course at Marriott at City Center, Newport News, Virginia. info@mahsc.org www.mahsc.org 21-23. United States Tropical Plant Industry Exhibition (TPIE) at the Greater Fort Lauderdale/Broward County Convention Center, Fort Lauderdale, USA. www.tpie.org 27 to 30. Germany IPM Essen at the Messe Essen. info@ipm-essen.de www.ipm-essen.de February 2015 4 to 6. Germany Fruit Logistica Berlin, the world’s leading trade fair for the fresh fruit and vegetable business. www.fruitlogistica.de 4 to 6. United States New England Grows at the Boston Convention & Exhibition Center, Boston, Massachusetts www.newenglandgrows.com 17 to 19. France Salon du Végétal at the Parc des Expositions in Angers, France. salon@bhr-vegetal.com www.salon-du-vegetal.com 25 to 27. Italy Myplant&Garden, inaugural edition of Milan’s brand new horticultural trade show at the Fiere Milano Rho fair ground. www.myplantgarden.com 26-28. Poland Gardenia, nursery stock trade show at Poznan’s International Fair. www.gardenia.mtp.pl March 2015 1 to 8. United States 2015 Philadelphia International Flower Show at the Pennsylvania Convention Center, Philadelphia, Pennsylvania. P (215) 988-8833 jliebreich@pennhort.org www.theflowershow.com

3-12. Taiwan Taiwan International Orchid Show (TIOS) at the Taiwan Plantation in Tainan, Taiwan. info@tios.org.tw www.tios.org.tw 11 to 13. United States World Floral Expo 2015 at the Los Angeles Convention Centre. www.hppexhibitions.com 11-15. Switzerland Giardina, the country’s leading home and garden show at the Messe Zurich convention centre. www.giardina.ch 13-22. Canada CanadaBlooms at Toronto’s Direct Energy Centre & Exhibition Place. www.canadablooms.com 14 to 15. United States The Northeast Floral Expo, the nation’s 4th largest florist trade show, serving the floral industry in New England, New York, New Yersey and beyond. Venue: Mystic Marriott Hotel&Spa in Croton, United States. www.northeastfloralexpo.com 14 to 15. United Kingdom RHS Garden Rosemoor Spring Flower Show. www.rhs.org.uk 14 to 22. United States Chicago Flower & Garden Show at the Navy Pier, Chicago, Illinois info@chicagoflower.com P (312) 241-1250 F (888) 845-4148 www.chicagoflower.com 17 to 19. Thailand Horti Asia at the Bangkok International Trade and Exhibition Centre (BITEC). www.hortiasia.net 20 March- 17 May. The Netherlands The world famous spring garden in Lisse, Netherlands. The 2015 Keukenhof theme will be ‘Van Gogh’, one of Holland’s most famous painters. www.keukenhof.nl 25 to 27. Ethiopia Hortiflora Expo at the Millenium Hall in Addis Ababa. www.hppexhibitions.com 25 to 27. Australia Melbourne International Flower&Garden Show at the Royal Exhibition Building & Carlon Gardens. info@melbflowershow.com.au www.melbflowershow.com.au

October 2014 | www.FloraCultureInternational.com

Convention SAF’s Annual Convention is big on awards. While some might find these patronizing I do not. I believe that it is important to recognise those that have done something special or contributed to the industry as a whole. This act keeps us together as a big part of the floral industry vs. just a bunch of people trying to make a buck. by William Armellini

Plenty of awards at SAF's Sylvia Cup

Jacob McCall, AAF, AIFD, FSMD, design director at The Elite Flower, Miami in Fla., has won the 47th Annual Sylvia Cup. The Sylvia Cup, the country's longest running live floral design competition, was even livelier than usual this year. Hundreds of spectators, including industry professionals and members of the public, dropped into a hotel ballroom turned design room/ dance club (complete with disco balls, a DJ, and a few costumed

This year’s winners Jacob McCall from the Elite Flower. Silvia Cup winner Ken Tagawa, named to Floriculture Hall of Fame David Armellini, receives Paul Ecke Jr. Award Dr. John Dole, North Carolina State Professor receives SAF Alex Laurie Award David Clark, Ph.D. University of Florida Professor receives SAF Gold Medal Award Joyce Mason-Monheim receives Tommy Bright Award for Achievement in Floral Presentation Two businesses and one trade association mark 100 Years of Success: George Didden Greenhouses in Hatfield, Pa. C.J. Sanderson & Son Florist in Woodbury, N.J. Texas State Florists' Association

www.FloraCultureInternational.com | October 2014

announcers in gold lame and bell bottoms), on Aug. 16 to watch 25 designers compete in the Studio 54 Revisited themed event during the final day of SAF Marco Island 2014. Jacob McCall, AAF, AIFD, FSMD, design director at The Elite Flower, Miami in Fla., won the grand prize — a silver trophy cup, $3,000 and a complimentary registration to SAF Amelia Island 2015. "It is an honor to be among the elite alumni who have won this prestigious award in the past," McCall said. "I love competing, and

this competition has been a lifelong dream to win."

Hall of Fame

Ken Tagawa, chairman of Tagawa Inc. in Brighton, Colo., received the floral industry's greatest honor on Aug. 16, induction into the Society of American Florists (SAF) Floriculture Hall of Fame. The announcement brought hundreds of industry members to their feet for a standing ovation during the Stars of the Industry Awards Dinner. "Ken Tagawa set the standard for ethical behavior, relationship build-

130th Annual Convention ing and business smarts," said SAF Awards Committee member David Gaul, AAF, of D.W.F. Wholesale Florists in Denver, Colo. "Combine that with hard work, dedication and leadership by action, and you have a blueprint for success in business, community and family." Over the last six decades, Ken Tagawa has led Tagawa Inc., and the floral industry, through periods of turbulence and change with intelligence, vision and, always, good humor. A born risk-taker, Tagawa is also a man of exceptional integrity, and someone who brings out the best in others, while challenging every industry member, no matter the segment, to look at the big picture. As part of the Japanese American Internment, Tagawa, his parents and oldest siblings were relocated from California to Colorado during World War II. After being released from the camps, Tagawa served in the U.S. Navy and received a degree in engineering from the University of Colorado.

SAF Paul Ecke Jr. Award David Armellini, the president and CEO of Armellini Express

Lines Inc. in Palm City, Fla., was named the 2014 SAF Paul Ecke, Jr. Award honoree. This coveted award represents exemplary devotion to profession, industry and community. "For more than two decades David Armellini has used his impressive knowledge of transportation, logistics and communications to introduce new ideas to the family business and industry – and also to give back to the community," said SAF Chairman and Awards Committee member Robert Williams, II, AAF, PFCI, of Smithers-Oasis - North American Operations in Kent, Ohio. Immediately after Hurricane Katrina ravaged the Gulf Coast in 2005, people living in Ocean Springs, Miss., came together to collect donations for the storm victims – blankets, shampoo and baby food, but also larger items such as coolers, wheelchairs and heavy equipment to remove debris. With local airports shutdown, however, organizers couldn't find a way to get the supplies to those in need. "That's when David Armellini stepped in," Williams said. "He offered the use of an Armellini Express Lines 18-wheeler and

coordinated with local officials and charities to make sure the storm victims received the supplies they desperately needed." That humanitarian outreach was repeated in the aftermath of Hurricane Sandy in 2011 when Armellini was instrumental in securing donated goods for people in need and trucking them to New Jersey. "Those efforts are trademarks of both Armellini Express and David Armellini," said Williams. |||

Jacob McCall, winner of the 47th Annual Sylvia Cup.

October 2014 | www.FloraCultureInternational.com

World News Turkey

FlowerShowTurkey/EurasiaPlantFairsetforNovember27-30 More than 90% of floor space has already been booked up at the Turkey Flower Show/Eurasia Plant Fair ahead of its opening at the Istanbul Fair Centre, Yesilkoy on November 27, 2014. With less than two months to go until the doors open on Flower Show Turkey/Eurasia Plant Fair 2014, the show’s organiser CYF Trade Fairs Inc. and Sübir

(the Turkish Ornamantal Plants Grower’s Association), is urging interested parties to confirm their place at the exhibition, as floor space is filling up fast. Now in its fourth year, the four-day event is being hailed as the most important for the region’s expanding horticultural sector, attracting buyers and sellers from around the world. Ideally located on the crossroads between the West and the East, the Turkey Flower Show/Eurasia Plant Fair is now not only recognised as a meeting point of two continents, but a meeting point for the world! The 2013 show featured 286 exhibitors from 21 countries who

produce 10,000+ different plant varieties (net stand area was 11,003m2). The show welcomed a strong contingent of international exhibitors with Italy, Germany and the Netherlands being particularly well represented. On display were a record number of plant varieties, suitable for all weather conditions and soil types, the latest materials and technologies for production of plants, along with landscaping equipment and services. The Flower Show Turkey 2013 proved that this annual event is more than just an exhibition. It delivers a unique insight into the ornamental plants and landscaping sector in Turkey and the region. Exhibitors and visitors were able to

benefit from first-hand exchange of information and can now plan their future activities and investments with more confidence. An important element in the success of the Flower Show Turkey 2013 was the high number of international buyers attending. The 9,581 visitors from 42 countries, with the Middle East, Europe, and the new republics in Central Asia being particularly well represented. Exhibitors were not only able to meet the key buyers from Turkey’s emerging sector, but they also made valuable business contacts in many other exciting markets. For more details please visit www.flowershow.com.tr/en |||

Belgium

Schoneveld Breeding wins AIPH 2014 International Grower of the Year Schoneveld Breeding, The Netherlands, is the International Association of Horticultural Producers (AIPH) International Grower of the Year (IGOTY) Golden Rose winner for 2014 The coveted prize was announced at the 66th AIPH Annual Congress gala dinner in Qingdao, China, on 17 September 2014, during which the golden rose trophy was presented by AIPH President, Vic Krahn and China Flower Association Secretary General, Liu Hong. Other winners of the IGOTY awards, partnered by FloraCulture International, include:

• Silver rose - Fujian Liancheng Orchid Corporation, China • Bronze rose - Queen / Knud Jepsen, Denmark • Fourth place – Winkelmolen Nursery Ltd, Canada Growing flowering pot plants since 1930, starting with Cyclamen and later introducing Primula, Ranunculus and Campanula, today Schoneveld Breeding has a substantial share of the cyclamen market and owns a number of the leading brands in its sector. The company has several research programmes and uses its own laboratory for research into seed technology as well as its own genetic material. Schoneveld Breeding also provides

www.FloraCultureInternational.com | October 2014

growers with the necessary support to enable them to produce high-quality plants through growing recommendations for young plants and finished products. The jury was impressed by the business and their marketing theme, ‘connecting the chain’ which seeks to add value throughout the supply chain. Peter and Danielle van de Pol were present to receive their golden rose. Commenting on their win Peter van de Pol said “I am very proud to win this prize. We work with all parts in the supply chain to add quality and value. This is our focus and receiving this award proves that we are on the right track.”

Commenting on the results AIPH President, Vic Krahn said, “This has been an incredibly exciting evening, there was electricity in air. The winners are all extraordinarily happy, and so they should be because the entrants were really top quality. The judges had a difficult job, with a large pool to pick from. They had very difficult decisions to make and they have done a great job. This award promotes the best of the best in the world; I congratulate all four winners tonight and especially our gold rose winner, Schoneveld Breeding.” |||

2014

IFTF Guide November 5-7

International Floriculture Trade Fair This year marks a major milestone for the InternationalFloricultureTradeFair(IFTF)as it is exactly five years ago that after several years of being ignored by the Horti Fair, the floriculture sector finally got its reward in a new horticultural trade exhibition. EventorganiserDickvanRaamsdonk(HPP) fromAmsterdamtookthetremendousriskto create a new trade show but the amount of effort he and his team put in to answer the wishes of the international flower industry resulted quickly in a strong following of loyal exhibitors. The new trade exhibition in Haarlemmermeer Expo, a stunning and spacious event space that enjoys a contemporarydesign,plentyofdaylightand

freeparking,wasanimmediatesuccessand the show continued to thrive. The IFTF grew each year in Vijfhuizen and it has now expanded its reach to all corners of the world, as 23,000 visitors from 114 countries attended last year. Becausethedemandforexhibitspaceswas so great, by 2013, greenhouse technology exhibitors in the IFTF were located in tents outside the exhibit halls. Last month, HPP announcedthatitisexpandingtheshowfloor for the 2014 fair to provide additional space for new exhibitors. The new space is being addedtothefloorplaninHaarlemmermeer Expo as a result of greater than expected demand among exhibitors.

The over 1,000 exhibitors will all be accommodatedinthepermanentexhibition building,coveringashowfloorof32,000m2. When HPP welcomes visitors to Vijfhuizen fromNovember5to7,theirbiggestchallenge mightbebreakingtheirownexceptionaltrack record. This is a show where real deals are taking place. The annual IFTF Show made iteasy,convenient,affordableandefficient for the world flower industry to meet once a year to conduct business face to face, and fortheattendeestoshopallthenewproduct linesâ&#x20AC;Ś.all in one hall, all at one time.

FloraCulture

October 2014 | www.FloraCultureInternational.com

The International Floriculture Trade Fair IFTF is going into its 5th edition already this year; reason enough for a small celebration. Since the launch of this trade fair back in 2010, the expo has developed itself into a fully grown industry event, respected inside as well as outside the Netherlands. However, the most important news to report is the achievement that the trade fair has established itself as a not-to-be-missed event in the world of floriculture.

The Netherlands plays host to worldâ&#x20AC;&#x2122;s largest floriculture industry event

n 2010, the first edition of this new Dutch based international floriculture trade exhibition was introduced in the Netherlands by HPP Exhibitions, a company that has specialised in floral trade fairs since 1985. By bringing flower growers and flower buyers together through the organisation of specialised trade exhibitions all over the world, especially in the countries where flowers are being produced or sold, HPP tries to fulfil its company mission of promoting the worldwide production and trade of flowers and plants.

Formula for success

HPP organises expos in the countries where the flowers are being produced, thus promoting to the

www.FloraCultureInternational.com | October 2014

international buyers travelling to the country and meaning that these buyers can visit local growers both at the fair and at their farms. HPP also organises expos in the countries where the flowers are sold, with the growers travelling to the buyersâ&#x20AC;&#x2122; location and saving the buyers having to travel so far. This success formula of buyers travelling to the growers and growers travelling to the buyers has been in place since the very beginning and has actually never changed throughout the years. A physical meeting place where supply and demand meet, mostly on an annual or biennial basis. According to HPPâ&#x20AC;&#x2122;s philosophy, this basic formula will never change in the industry of fresh cut flowers and will always

be a necessary part in promoting production and trade of fresh cut flowers.

A proud host

However, it is in fact even greater news to report that Holland managed, after having gone through some years of changes in the Dutch trade fair industry, to re-position itself as the number 1 country on the list for hosting international floral industry events. Since on the same dates, in the same week and in the same area, two important international flower & plant trade fairs take place, bringing together a total of almost 1000 national and international floricultural and horticultural companies to exhibit. Holland can be proud to be the

2014

International Floriculture Trade Fair Guide host of the worldâ&#x20AC;&#x2122;s biggest floriculture industry event.

Complementing trade shows

Despite all the criticism in the industry in the beginning (especially within the Dutch established order), because of the fragmentation that it would cause among the existing floricultural and horticultural trade fairs, it all turned out just fine. The success of two complementing trade fairs at the same time made the unrest go away very quickly and resulted in an even more complete industry event. For HPP it was time that, after having organised floriculture and horticulture trade fairs outside of Holland for more than 30 years, THE new challenge was to finally also play that one home game and to make it the biggest horticultural fair in the world.â&#x20AC;&#x201A; |||

October 2014 | www.FloraCultureInternational.com

Finlays

760 million flowers each year Finlays Fresh Global is a division of Finlays, one of worldâ&#x20AC;&#x2122;s largest flower suppliers. Finlays has specialised farms in Kenya and South Africa and is strongly represented on the European and Asian markets. Largest Fairtrade assortment worldwide Each Finlays farm operates accordingtotheFairtradestandard.. Finlays is one of the few flower producersworldwidethatcandeliver 100% Fairtrade bouquets. Fairtrade for a better world 100% of the cut flowers grown on our farms in Kenya are Fairtrade accredited. This not only means that our farmingoperationsmeetthehighethicalandenvironmentalstandardslaid downbyFairtradebutalsothatourworkerscaninvestthepremiumsreceived from the sale of Fairtrade products in their local communities. Advanced cultivation techniques Finlayscontrolstheentireproductionprocess,fromprocessingandharvesting theseeds,topestmanagementandpackingthecutflowers.Ourinvolvement in every stage of this process is essential in order to guarantee the quality, consistency,reliabilityandcompetitivenessthatwebelieveourcustomers deserve and expect from us.

Finlays Fresh Global Trade Park Jupiter 185, 2675 LV Honselersdijk, The Netherlands T +31 (0)174-210 500 finlaysfreshglobal@finlays.net www.finlays.net

Hall B 18m²

Bluetenpracht Frischblumen

12m²

21m²

15m²

3,0 m

nhousesstems

Emergency Exit

9m²

18m²

Suera Agrosan- QEP Holland Flowers alfonso

Alexandra Farms

Germany

Colombia

Kenya

B5.32

Ecuador

B5.26

B5.24

B5.23

48m²

24m²

Damen lowerbulbs

3,0 m

France

Danziger

France

4.34

B4.32

21m²

Colombia

B5.06

JK Service Point

9m² Haining Golden Plastic China 15m²

B4.05 36m²

159m²

Colombia Land of Flowers Agrícola Circasia / Vuelven - Agrícola El Cactus - Don Eusebio Flowers Exotic Farms - Flores de Aposentos - Grupo Andes Farms Grupo Vegaﬂor - Inversiones Napy - La Gaitana Farms Luisiana Farms - Matina Flowers - PQR - Sagaro Flowers

93m²

Restaurant

Holland

24m²

42m² 3,0 m

Holland

A4.27

28m²

16m²

104m²

A4.26

Interfresh Cargo

A3.32

Hon

A4.24

LAN Cargo

E B

Ecuador

Holland

132m²

Holland

24m²

Enigma Flowers

3,0 m

Holland

30m²

A3.40

Colo

A5.27 10m² Mystery Lady Denmark 20m²

A4.29

UFO Supplies

Liquid Seal

22,5m²

A5.24

Agrexco Carmel

Holland

B4.02

B4.03

Könst Alstroemeria

Van Egmond Lisianthus

3,0 m

A5.29 15,5

Colombia

France

Comptoir Paulinois

A5.28 12m²

B5.01 B4.14

3,0 m

Germany

Flores Prisma

B4.17

Colombia

aly

France

B5.07

6m² VORSBACH 3,0 m Ecuador

Holland

B4.16

21m²

18m²

Stelzner Pronova

B5.02 B5.00

Barberet & Blanc Bartels Stek Lex+

Holland

UAE

26,5

La Villetta

B5.08 60m²

3,0 m

9m²

Salon du Flores Vegetal Aurora

Spain

B5.09

Emergency Exit

9m²

3,0 m

B5.04

Spring from Holland Harry Vernooy

Upendo Flowers B4.24

Colombia

B5.18

12m²

Editorial Verdimedia

42m²

Holland

Israel

Turﬂor

B5.16

Prime Fresh Handling

Mecaﬂor

olland

3,0 m

Rose Amor by Four Seasons Quality

Holland

B5.22 21m²

ARC

9m²

22,5m²

4,0 m

Holland

B5.17 30m²

Emergency Exit

IPHandlers

Emergency Exit

Hol

Holland

3.34

3.32

B3.16

B3.25

7 63m²

49m²

B3.14

70m²

B3.02

B3.03

B3.12 56m²

21m²

17,5m²

Jan Spek Rozen

olland

NIRP International

3,0 m

Olij Breeding

Italy

Holland

Four Seasons Quality

AAA Roses

3,0 m

Kenya

3,0 m

Barile Flowers Service

Holland 17,5m²

Eternal Flower

Holland

Ecuador

B2.38

B2.39 42m2

Straathof Plants Greneth Plants

Schreurs

B2.36

30m² 3,0 m

Hortus Supplies Int’l.

Welyﬂor

Holland

3,0 m

Germany

Turk

A2.22 B2.07

B2.17

72m²

36m²

Interplant Roses

24m²

De Jong Lelies

A2.21

36m²

Air Frace - KLM & Martinair Cargo 24m²

30m²

Meillan

Dial Cargo

Holland

3,0 m

France

Ellegaard

Bian

Sunrite Farms Holland

Holland

A2.23

A2.25

36m²

SERCOM EMS EVAL

3,0 m

Holland

B2.19

De Ruiter Innovations

66m²

3,0 m

Rosen Tantau

Italy

B2.27

30m²

42m²

3,0 m

Steenvoorden

3,0 m

B2.11

Pagter Innovations

49m²

Boxﬂower

Italy

Denmark

Holland

Ecuador

A1.36 B1.31

B1.35 13,5m²

erlofs

3,0 m

Holland

B1.17

B1.21 33m²

37,5m²

Kuehne + Nagel

Bosman Van Zaal Holland

Holland

36m² Holland

Ludvig Svensson

Emergency Exit

A1.35

B1.01

B1.07

M. Thoolen Flowerbulbs

30m²

2,0 m

18m²

Celtic Cooling Holland

9m²

Union Fleurs

Belgium

12m²

HORTICULTURE (TECHNIQUE) SUPPLIERS AIR-GARDEN, Horticultural Supplier, Spain ARC, Machinery / Tecnology, France ASPAC FLORAL FOAM CO., LTD., Floral Foam Manufacturer, Hong Kong BENFRIED INTERNATIONAL B.V., Horticultural Supplier, Holland BERCOMEX, Machinery / Tecnology, Holland BIOBEST, Horticultural Supplier, Belgium BOSMAN VAN ZAAL, Greenhouse Supplier, Holland BTM B.V., Horticultural Supplier, Holland CELTIC COOLING, Refrigeration Supplier, Holland CODEMA SYSTEMS GROUP, Horticultural Supplier, Holland COIR BOARD, Governmental Organization, India COLDMAX EUROPE B.V., Horticultural Supplier, Holland CYBUTEC NEDERLAND, Machinery / Technology, Holland CYKLOP INTERNATIONAL, Machinery / Technology, Holland

A5.02 B4.32 A4.10 C5.29 C4.24 C4.41 B1.21 C6.01 B1.01 C1.09 EH.01 C6.01 B1.37 B1.37

DEBETS-SCHALKE, Greenhouse Supplier, Holland DILPACK KENYA, Packaging Supplier, Kenya DS HORTITRADE, Machinery/Technology, Holland ELLEGAARD AS, Horticultural Supplier, Denmark EMS, Machinery / Technology, Holland EVAL, Machinery / Technology, Holland FIBREDUST EUROPE B.V., Horticultural Supplier, Holland FLOWERBOOK, Supporting Services, Holland FRESHPORTAL SOFTWARE B.V., Supporting Services, Holland GALLEGA DE MECANIZADOS ELECTRÓNICOS, S.A. (GAMELSA), Horticultural Supplier, Spain GEERLOFS REFRIGERATION, Horticultural Supplier, Holland HAINING GOLDEN PLASTIC, Packaging Supplier, China HARRY VERNOOY B.V. , Packaging Supplier, Holland HORTUS SUPPLIES INTERNATIONAL, Horticultural Supplier, Holland ITC WILCHES S.A.S., Packaging Supplier, Colombia JAVO B.V., Horticultural Supplier, Holland

www.FloraCultureInternational.com | October 2014

C1.29 C3.39 C1.29 A2.21 B2.17 B2.17 D1.02 C4.44 A1.29 C4.35 B1.35 B5.00 B5.16 B2.36 A1.01 C4.11

3,5 m

Turkish Airlines

Turkey

Holland

Emergency Exit

EXHIBITORS

A1.31

A1.33 Milestone Fresh

KG GREENHOUSES, Greenhouse Supplier, Holland KG SYSTEMS, Greenhouse Supplier, Holland KOPPERT BIOLOGICAL SYSTEMS, Horticultural Supplier, Holland LIQUID SEAL, Horticultural Supplier, Holland LUDVIG SVENSSON BV, Horticultural Supplier, Holland MECAFLOR, Machinery / Tecnology, France MEEGAA SUBSTRATES B.V., Horticultural Supplier, Holland PAGTER INNOVATIONS, Horticultural Supplier, Holland POTVEER B.V., Horticultural Supplier, Holland QEP HOLLAND, Horticultural Supplier, Holland RHIZOPON B.V., Horticultural Supplier, Holland ROTARIS MARKETING GMBH, Horticultural Supplier, Germany ROYAL BRINKMAN, Horticultural Supplier, Holland SDF TUINBOUWAUTOMATISERING B.V, Horticultural Supplier, Holland SERCOM REGELTECHNIEK, Machinery / Technology, Holland SMART POT SYSTEMS, Horticultural Supplier, Turkey SONNETIC LIGHTING, Horticultural Supplier, China

A1.29 18m²

18m²

FreshPortal Software

B5.34 C4.05 B4.03 B1.07 B4.32 B3.50 A3.40 A5.04 B5.22 C1.41 A4.02 B3.48 C1.09 B2.17 D2.01 C1.10

18m²

VERMAKO Belgium

Holland

Loading Door

B5.34

A1.21 3,5 m

Emergency Exit

SPRING FROM HOLLAND, B5.16 Horticultural Supplier, Holland STELZNER - PRONOVA, A5.28 Agricultural measuring equipment, Germany TECTO LTD., C5.03 Machinery/Technology, Israel TERLOUW TECHNIEK B.V., C2.17 Horticultural Supplier, Holland TOTAL SYSTEMS, C2.01 Horticultural Supplier, Holland UFO SUPPLIES B.V. , B4.02 Horticultural Supplier, Holland VERMAKO BVBA, A1.21 Greenhouse Supplier, Belgium VIFRA S.R.L., B1.36 Horticultural Supplier, Italy WEBER KOELTECHNIEK, C6.01 Horticultural Supplier, Holland FLORICULTURE COMPANIES AAA ROSES, Flower Grower & Exporter, Kenya AFREX TRADING, Flower Grower & Exporter, South Africa AGREXO CARMEL, Flower Importer & Distributor, Holland AGRÍCOLA CIRCASIA / VUELVEN, Flower Grower & Exporter, Colombia AGRÍCOLA EL CACTUS, Flower Grower & Exporter, Colombia AGRICOLA EL REDIL, Flower Grower & Exporter, Colombia

B3.14 A4.09 A4.27 B4.16 B4.16 C6.02

A1.

Amy’ Orchid

USA Thailand

Hall A

2014

International Floriculture Trade Fair Guide Entrance Hall Emergency Exit

19,5m²

39m²

2,0 m

aroma Roses

ombia

12 m²

Air-Garden

30m²

ASPAC

W. KORDES' SÖHNE Rosenschulen

USA

ng Kong

A4.08

4.10

3.17

3,0 m

Holland

lland

A4.03 48m²

Afrex

A3.19

Agriver Israel

Ecuador National Pavilion ProEcuador

3,0 m

A2.11

Towards Halls D

A2.01 78 m² 6

24m² 3,0 m

ncheri Creations

COIR BOARD

43,5m²

Zabo Plant

Toilets

A1.01

A1.02 Holland

6 66 m² 11

Taiwan

A1.04 15m²

EH.01

Toilets

Taiwan National Pavilion TFEA

Ethiopia National Pavilion EHPEA Ethiopia 4

12 m²

2,5 m

ITC Wilches

Colombia

India

Emergency Exit

21 m²

12 m²

Century Sakura

Tony & Tony's

China

D1.10

D1.09 12 m²

D1.08

AGRIVER, A4.03 Flower Grower & Exporter, Israel AGROSANALFONSO, B5.23 Flower Grower & Exporter, Ecuador AIR FRANCE - KLM & MARTINAIR CARGO, A2.25 Cargo Airline, Holland ALEXANDRA FARMS, B5.26 Flower Grower & Exporter, Colombia AMY’S ORCHIDS, A1.05 Flower Grower & Exporter, USA/Thailand ARMADA, C1.39 Flower Breeder, Holland ATLANTIS SRL., C1.16 Flower Grower & Exporter, Italy AZIENDA SPECIALE RIVIERA DEI FIORI, C1.16 Flower Association, Italy B&B DI BREGLIANO M.S.S. SRL., C1.16 Flower Grower & Exporter, Italy BALL / PAS / FLORENSIS, A4.08 Flower Breeder, USA BARBERET & BLANC, B5.04 Flower Breeder, Spain BARILE FLOWERS SERVICE, B3.02 Flower Importer & Distributor, Italy BARTELS, B5.04 Flower Breeder, Holland BIANCHERI CREATIONS, A2.11 Flower Breeder, Italy BLACK TULIP GROUP, C4.07 Flower Grower & Exporter, Kenya BLUETENPRACHT FRISCHBLUMEN GMBH, B5.32 Flower Importer & Distributor, Germany BOT FLOWERBULBS, B2.44 Flower Bulbs, Holland

12 m²

D1.11

5 422 m²

Kenya Flower Growers Pavilion

9 m²

Caly Flora

3,0 m

D1.07

Italy

Main Entrance

Qualisa Ecuador

A2.02

60m²

nd International

Liguria Blumen

28m² Van der Deijl Roses Holland

Lafto Roses Ethiopia

Ecuador

key

9m²

Towards Halls A, B & C

A3.03

13,5 94,5m² 7

D1.06

Turkish Ornamental Plant Promotion Group

.05

Registration Coﬀee & Tea Point

Kenya

3,0 m

Kenya

Kenya Flower Growers Pavilion D3.01

25 m²

30 m²

Smart Pot Systems

D1.05

6 42m²

Show Organizers Oﬃce

Press Room

A4.02

5,5

3.20

A4.06

24m²

South Africa

Wardrobe Coat Check

2,88m

Rotaris

A4.09

36m²

G-Fresh

3,0 m

Germany

A3.18 33m²

Esmeralda Farms Esmeralda Breeding

Meeting Room

24m²

36m²

42m²

Ball PAS Florensis

Toilets

A5.02

A5.04

3,0 m

Toilets

Spain

A5.17

’s ds

2,5 m

Potveer B.V. Holland

Restaurant

Turkey

D2.01

D2.02 21 m²

D1.04

D1.03

D1.02

12 m²

D1.01 12 m²

FibreDust Europe

14 24

Holland

Hall D >>>

October 2014 | www.FloraCultureInternational.com

Hall C Emergency Exit

15m² 3,0 3 3,0 m

16,5m²

Coldmax, BTM, Weber 12m² Koeltechniek

C6.02

Colombia

Holland

Reserved

BioBest

Belgium

PJ Dave

Invos Flowers Colombia 9m²

IMPEX Group

Ecuador 9m² Soleil Global Kenya 21m²

C4.45 C4.43

Holland 18m²

Royal Dilpack Flowers Kenya 7 USA 3,5

30m²

Holland

3,0 m

3,0 m 24m²

Flora Toscana Soc. Agr. Coop.

Kenya

C3.35

C3.21

3,0 m

Holland

18 m² Holland

Holland

Loading Door

B3.03 C5.05 C1.21 D3.01 D1.11 B2.41 B4.16 A5.24 C3.03 B4.34 B4.24 B2.07 B2.27 C1.39 A2.23 C1.18 B4.16

3,0 m

South Africa

C1.10 18m²

C.A.R.M.S.

3,0 m

B3.34 B3.32 7

7 3,0 m

Holland 42m²

Holland 30m²

Flora United International

Holland

Ecuador

B2.49

B2.42 B2.41

Holland

B2.40

48m²

102m²

VWS Flowerbulbs

Jan S Roz

3,0 m

Josarﬂor

Holland

Total Systems

Col

Italy

BOT Flowerbulbs

C2.01

Kébol Holland

3,0 m

Chrysal

Schreurs Holland

Holland

China

DUTCH FLOWER GROUP (DFG), Flower Importer & Distributor, Holland ECUADOR NATIONAL PAVILION, Flower Growers & Exporters, Ecuador EDITORIAL VERDIMEDIA, Media/Press/Magazine, Spain EHPEA, Flower Association, Ethiopia ENIGMA FLOWERS, Flower Importer & Distributor, Holland ESMERALDA BREEDING, Flower Breeder, Holland ESMERALDA FARMS, Flower Grower & Exporter, Holland ETERNAL FLOWER, Flower Grower & Exporter, Ecuador ETHIOPIA NATIONAL PAVILION, Flower Grower & Exporter, Ethiopia EXOTIC FARMS, Flower Grower & Exporter, Colombia FINLAYS, Flower Grower & Exporter, Holland FLORA TOSCANA SOC. AGR. COOP. , Flower Association, Italy FLORA UNITED INTERNATIONAL, Flower Importer & Distributor, Holland FLORES AURORA, Flower Grower & Exporter, Colombia FLORES DE APOSENTOS, Flower Grower & Exporter, Colombia FLORES PRISMA S.A., C.I., Flower Grower & Exporter, Colombia FOUR SEASONS QUALITY B.V., Flower Importer & Distributor, Holland

39 m²

9m²

Holland

C1.01

C1.03

C1.09

9m²

Sonnetic SDF Lighting Codema

Emergency Exit

www.FloraCultureInternational.com | October 2014

Holland

La Villetta

48m²

C1.16

C1.21 15m²

SAFEC

3,0 m

42m²

ATLANTIS B&B di Bregliano PROMOFLOR Italy

26, 21m²

B2.44

28m²

C2.03

Azienda Speciale Riviera dei Fiori -

C1.18

C1.23 3,0 m

22m²

Denmark

C2.04

Italy

C1.25

Finlays

Continental Breeding

Roses Forever

30m²

10m²

C1.24

Spain

Denmark

Diemme Fiori

Spain

B3.48

B3.50 21m²

C2.06

14m²

21m²

3,0 m

Queen

C2.17 Terlouw Techniek

Verdissimo

3,0 m

Soex Flora

Viking Roses

Kenya

C3.27

Kenya

C1.29

3,0 m

Mzurrie Flowers

21m²

Holland

3,5

66m²

C3.34

Armada Deconova

70m²

Italy

The Flower Hub

BOXFLOWER, Flower Importer & Distributor, Holland BRANDKAMP GMBH, Flower Breeder, Germany C.A.R.M.S. LTD., Flower Importer & Distributor, Holland CALY FLORA, Flower Grower & Exporter, Kenya CENTURY SAKURA, Supporting Services, China CHRYSAL, Floral Preservatives, Holland COLOMBIA LAND OF FLOWERS, Flower Growers & Exporters, Colombia COMPTOIR PAULINOIS, Flower Breeder, France CONTINENTAL BREEDING, Flower Breeder, Spain DAMEN FLOWERBULBS, Flower Bulbs, Holland DANZIGER ‘DAN’ FLOWER FARM, Flower Breeder, Israel DE JONG LELIES HOLLAND, Flower Breeder, Holland DE RUITER INNOVATIONS, Flower Breeder, Holland DECONOVA, Flower Breeder, Holland DIAL CARGO, Freight Forwarder, Ecuador DIEMME FIORI SAS, Flower Grower & Exporter, Italy DON EUSEBIO FLOWERS, Flower Grower & Exporter, Colombia

21m²

B4.34 6

C3.03

21m²

Spain

India

Holland

C4.12

18 m²

42m²

18 m²

C4.03 3,0 m

Holland

C4.02

30m²

OZ Import Green Connect Rose Connect

Toilets

Panda Flowers

Germany Holland

C4.28

GAMELSA

Kenya

Debets-Schalke - DS Hortitrade

3,0 m

Javo B.V.

30m²

Damen Flowerbulbs

4 Kenya

C4.06

B5.34 8

Holland

C4.35 24,5m²

C3.39

C4.39

Panocal Kenya 24,5m²

3,0 m

Kenya

C4.34

C1.39

Rhizopon Holland

Kenya 21m²

C1.43

Flowerbook

C4.40

C1.41 C1.42

Valstar Handling

Holland 12m²

C4.44

Mount Kenya Alstroemeria

Kenya

Sian Roses

18m²

KG GreenhousesKG Systems

Holland

5 Israel 12m²

Koppert Biological Systems

C4.05

C4.07

30m²

Dutch Flower Group

3,0 m

Kenya

C4.09

30m²

12m²

24m²

18m²

C4.08

C4.11 24m²

C4.41 Holland 12m²

Holland 20,75m²

C4.47

15m²

C4.24

3 18m²

Black Rosalink Tulip Group Holland

Holland

El Redil

RotoFlowers

IPM Essen

C6.04

6 3,0 m

Preesman

Kenya

2,5

Benfried International

KFC

Bercomex 3,0 m

33m²

Tecto C5.03 Ltd.

C5.05 3 18m²

C5.30 18m²

C6.01

3 10,5m² 3,5

Germany

C5.29

C6.10

3,0 m

Royal Brinkman

C5.31

27m²

Brandkamp GmbH

MeeGaa Substrates

Restaurant

Holland

South Korea

11 201m²

11,5

Indiagro URISEED

5,5

C6.05

9m²

77m²

Emergency Exit

Van Zanten Flowerbulbs

2,5 m

Holland

B1.36

B1.37

15,75m²

Holland Bulb Market

Holland

Cyclop International Cybutec Nederland

36m²

VIFRA Srl.

A3.19 B5.08 A2.02 A4.24 A3.17 A3.17 B2.11 A2.02 B4.16 C1.25 C3.35 B2.49 B5.06 B4.16 B5.01 B3.12

G-FRESH, Flower Importer & Distributor, Holland GREEN CONNECT, Flower Importer & Distributor, Holland GRENETH PLANTS B.V., Flower Breeder, Holland GRUPO ANDES FARMS, Flower Grower & Exporter, Colombia GRUPO VEGAFLOR, Flower Grower & Exporter, Colombia HOLLAND BULB MARKET, Flower Bulbs, Holland IMPEX GROUP, Flower Broker, Ecuador INDIAGRO B.V., Flower Importer & Distributor, Holland INTERFRESH AIRFREIGHT HANDLING, Freight Forwarder, Holland INTERPLANT ROSES B.V., Flower Breeder, Holland INVERSIONES NAPY, Flower Grower & Exporter, Colombia INVOS FLOWERS, Flower Exporters, Colombia IPHANDLERS, Freight Forwarder, Holland IPM ESSEN, Exhibition Organizer, Germany JAN SPEK ROZEN, Flower Breeder, Holland JAROMA ROSES, Flower Grower & Exporter, Colombia JOSARFLOR, Flower Grower & Exporter, Ecuador

13,5m²

Geerlofs

Holland

Italy

Emergency Exit

C4.08

B1.35

13,5m²

2,0 m

Eme E

A3.18 C4.06 B2.39 B4.16 B4.16 C1.01 C1.43 C5.31 A4.29 B2.19 B4.16 C4.43 A5.29 C4.12 B3.32 B5.17 B2.42

KÉBOL B.V. , Flower Bulbs, Holland KENYA FLOWER COUNCIL, Flower Association, Kenya KENYA FLOWER GROWERS PAVILION, Flower Growers & Exporters, Kenya KÖNST ALSTROEMERIA B.V. , Flower Breeder, Holland KUEHNE + NAGEL, Freight Forwarder, Holland LA GAITANA FARMS, Flower Grower & Exporter, Colombia LA VILLETTA, Flower Breeder, Italy LAFTO ROSES, Flower Grower & Exporter, Ethiopia LAN CARGO, Cargo Airline, Ecuador LEX+, Flower Breeder, Holland LIGURIA BLUMEN S.R.L., Flower Grower & Exporter, Italy LUISIANA FARMS, Flower Grower & Exporter, Colombia M. THOOLEN FLOWERBULBS, Flower Bulbs, Holland MATINA FLOWERS, Flower Grower & Exporter, Colombia MEILLAND INTERNATIONAL, Flower Breeder, France MILESTONE FRESH , Freight Forwarder, Holland MOUNT KENYA ALSTROEMERIA, Flower Grower & Exporter, Kenya

C2.04 C6.05 D3.01 B4.05 B1.31 B4.16 B3.34 A3.03 A4.26 B5.04 A1.04 B4.16 B1.17 B4.16 A2.11 A1.33 C4.45

2014

International Floriculture Trade Fair Guide Hall B 21m²

15m²

Bluetenpracht Frischblumen

Alexandra Farms

12m²

9m²

18m²

Suera Agrosan- QEP Holland Flowers alfonso

Germany

Colombia

Kenya

B5.32

Ecuador

B5.26

B5.24

B5.23

48m²

24m² France

Danziger

21m²

Israel

France

18m²

France

Colombia

B5.07

B5.06

Germany

JK Service Point

9m² Haining Golden Plastic China 15m²

6m² VORSBACH 3,0 m Ecuador

60m²

Holland

12m²

93m²

Restaurant

Colombia

B5.01 B4.16

B4.05

B4.14 36m²

159m²

Colombia Land of Flowers

Agrícola Circasia / Vuelven - Agrícola El Cactus - Don Eusebio Flowers Exotic Farms - Flores de Aposentos - Grupo Andes Farms Grupo Vegaﬂor - Inversiones Napy - La Gaitana Farms Luisiana Farms - Matina Flowers - PQR - Sagaro Flowers

lombia

Holland

24m²

42m²

Könst Alstroemeria

Van Egmond Lisianthus

3,0 m

Holland

104m²

Hong Kong

A4.24

A4.10 A3.17

33m

28m²

16m²

104m²

ASPAC

A4.26

Interfresh Cargo

Esmeralda Farms Esmeralda Breeding

LAN Cargo Ecuador

Holland

30m²

24m²

Holland

30m²

A3.32

Enigma Flowers

3,0 m

132m²

Holland

10m² Mystery Lady Denmark 20m²

A4.27

A3.40

Jaroma Ros Colombia

A5.24

A4.29

UFO Supplies

Liquid Seal

22,5m²

A5.27

Agrexco Carmel

Holland

B4.02

B4.03

France

Comptoir Paulinois

A5.28 A5.29 15,5

Flores Prisma

B4.17

3,0 m

Stelzner Pronova

B5.02 B5.00

Barberet & Blanc Bartels Stek Lex+

3,0 m

9m²

Salon du Flores Vegetal Aurora

B5.08 B5.04

Emergency Exit

9m²

3,0 m

Spain

B5.09

Holland

UAE

B4.24

12m²

Editorial Verdimedia

42m²

Upendo Flowers

B4.32

Colombia

B5.18

Spring from Holland Harry Vernooy

Holland

Mecaﬂor

Turﬂor

B5.16 21m²

3,0 m

Rose Amor by Four Seasons Quality

Holland

B5.22

Prime Fresh Handling

ARC 3,0 m

9m²

22,5m²

4,0 m

Holland

B5.17

Emergency Exit

IPHandlers

Emergency Exit

mergency Exit

3,0 m

Holland

B3.16

B3.25

7 63m²

49m²

B3.14

70m²

56m²

21m²

B3.02

B3.03

B3.12

17,5m²

Spek zen

NIRP International

3,0 m

Olij Breeding

AAA Roses

3,0 m

Italy

Holland

Kenya

Four Seasons Quality

3,0 m

Barile Flowers Service

Holland 17,5m²

Eternal Flower

Holland

Ecuador

B2.38

B2.39

B2.36

30m²

Italy

Straathof Plants Greneth Plants

Welyﬂor

Hortus Supplies Int’l.

3,0 m

Holland

3,0 m

De Ruiter Innovations

B2.07 36m²

Germany

Turkey

Interplant Roses

24m²

De Jong Lelies

A2.21

36m²

Air Frace - KLM & Martinair Cargo 24m²

30m²

Meilland Internati

Dial Cargo

Holland

3,0 m

France

Ellegaard

Biancheri Creati

Sunrite Farms Holland

Holland

A2.23

A2.25

36m²

SERCOM EMS EVAL

3,0 m

Turkish Ornamenta Plant Promotion Group A2.22

B2.17

Holland

72m²

66m²

3,0 m

Rosen Tantau

B2.19

B2.27

30m²

42m²

Steenvoorden

3,0 m

B2.11

42m2

Pagter Innovations

49m²

Boxﬂower

A3.20

3,0 m

Italy

Denmark

Holland

Ecuador

A1.36 B1.31

B1.17

B1.21 33m²

37,5m²

Kuehne + Nagel Holland

Bosman Van Zaal Holland

Holland

36m² Holland

Ludvig Svensson

30m²

ergency Exit

2,0 m

18m²

Celtic Cooling Holland

Emergency Exit

MYSTERY LADY, A5.27 Flower Breeder, Denmark MZURRIE FLOWERS, C3.21 Flower Grower & Exporter, Kenya NIRP INTERNATIONAL, B3.16 Flower Breeder, Italy OLIJ BREEDING B.V., B3.25 Flower Breeder, Holland OZ IMPORT, C4.06 Flower Importer & Distributor, Holland P.J. DAVE, C4.34 Flower Grower & Exporter, Kenya PANDA FLOWERS, C4.02 Flower Grower & Exporter, Kenya PANOCAL, C4.40 Flower Grower & Exporter, Kenya PQR, B4.16 Flower Grower & Exporter, Colombia PREESMAN, C3.27 Flower Breeder, Holland PRIME FRESH HANDLING, B5.17 Freight Forwarder, Holland PROECUADOR, A3.19 Governmental Organization, Ecuador PROMOFLOR SRL., C1.16 Flower Grower & Exporter, Italy QUALISA, A3.03 Flower Grower & Exporter, Ecuador QUEEN, C2.06 Flower Grower & Exporter, Demark ROSALINK, C4.09 Flower Importer & Distributor, Holland ROSE AMOR BY FOUR SEASONS QUALITY, B5.18 Flower Importer & Distributor, Holland

A1.35

B1.01

B1.07

M. Thoolen Flowerbulbs

ROSE CONNECT, C4.06 Flower Importer & Distributor, Holland ROSEN TANTAU VERTRIEB GMBH & CO. KG, A2.22 Flower Breeder, Germany ROSES FOREVER APS, C2.03 Flower breeder & propagator, Denmark ROTOFLOWERS B.V., C6.04 Flower Importer & Distributor, Holland ROYAL FLOWERS, C4.39 Flower Importer & Distributor, USA SAFEC, C1.23 Flower Association, South Africa SAGARO FLOWERS, B4.16 Flower Grower & Exporter, Colombia SALON DU VÉGÉTAL, B5.07 Trade Exhibition, France SCHREURS, B2.40 Flower Breeder, Holland SIAN ROSES, C4.28 Flower Grower & Exporter, Kenya SOEX FLORA, C4.03 Flower Grower & Exporter, India SOLEIL GLOBAL, C1.42 Flower Grower & Exporter, Kenya STEENVOORDEN, A3.32 Flower Breeder, Holland STRAATHOF PLANTS, B2.39 Flower Breeder, Holland SUERA FLOWERS LIMITED, B5.24 Flower Grower & Exporter, Kenya SUNRITE FARMS, A1.36 Flower Grower & Exporter, Ecuador

9m²

Union Fleurs

Belgium

A1.31

A1.33 12m²

Milestone Fresh

3,5 m

Turkey

Holland

Loading Door

TAIWAN FLORICULTURE EXPORTS ASSOCIATION (TFEA), A2.01 Flower Association, Taiwan THE FLOWER HUB, C3.34 Flower Grower & Exporter, Kenya TONY & TONY’S, D1.10 Supporting Services, China TURFLOR S.A., B5.09 Flower Grower & Exporter, Colombia TURKISH AIRLINES, A1.31 Cargo Airline, Turkey TURKISH ORNAMENTAL PLANT PROMOTION GROUP, A3.20 Flower Association, Turkey UNION FLEURS, A1.35 Flower Association, Belgium UPENDO FLOWERS, B4.17 Flower Grower & Exporter, UAE URISEEDS, C5.30 Flower Breeder, South Korea VALSTAR HANDLING, C4.45 Supporting Services, Holland VAN DER DEIJL ROSES, A3.03 Flower Grower & Exporter, Holland VAN EGMOND LISIANTHUS, B4.14 Flower Grower & Exporter, Holland VAN ZANTEN FLOWERBULBS, C1.03 Flower Bulbs, Holland VERDISSIMO SA, C1.24 Preserved Flowers, Spain VIKING ROSES APS, C2.03 Potted plant breeder & propagator, Denmark VORSBACH, B5.02 Flower Grower & Exporter, Ecuador

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VWS IMPORT & EXPORT OF FLOWERBULBS, C20.1 Flower Breeder, Holland W. KORDES’ SÖHNE ROSENSCHULEN GMBH & CO. KG, A4.06 Flower Breeder, Germany WELYFLOR, B2.38 Flower Grower & Exporter, Holland ZABO PLANT, A1.02 Flower Bulbs, Holland

October 2014 | www.FloraCultureInternational.com

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Ligur Blum

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World News

Dutch Comfort

by Jaap N. Kras

Cut flowers Zuurbier&Co, one of the last big rose growers from the Netherlands, last month announced that it will close its Heerhugowaard-based greenhouse operations (once covering 25 ha. under glass) to move production to east Africa. Zuurbier’s decision makes the question of whether there is a future for large scale cut flower production in the Netherlands more relevant than ever. Both salaries and energy costs are high, while solar radiation is not powerful enough. Automation and robotic solutions can help to reduce labour costs, but at the same time growers often have to buy expensive plant material. This, in combination with a market that has reached maturity and an increasingly critical and well-educated consumer looking for the best value for money, makes the future for the Dutch producers even more gloomy and insecure. The situation is similar to that of a runaway horse. The harder you pull back on the reins, the harder your horse will lean into the bridle and run. At growers’ level, the focus has long been on reducing costs in response to shrinking incomes. The real solution, however, should be found at consumer level. Meanwhile, growers should stop accepting market prices that are below their operating costs. When consumers are not willing to spend more than in previous years, a market starts to stabilise, as we have seen in Western Europe over the past few years. In such a case, merely focusing on cost reduction will lead to a downward spiral with production per m² going down, decreasing product quality and smaller assortments. And if your competitors react in the same way, in the end the consumption only continues to go down. There are no winners in this situation.

Netherlands

Euroflorist has now its own chrysanthemum On September 26th, Fredrik Sundberg, the managing director of the Euroflorist group named the new ‘Flory’ spray chrysanthemum, a bred of Dutch breeding company Floritec. ‘Flory’, named after the bird that is featured in the Euroflorist logo, is an anemone type chrysanthemum that combines the sweet softness of a mint colour with exceptional shelf life. The name giving ceremony took place at the Euroflorist office in Amsterdam in the presence of Joost ter Laare from floral wholesaler Premier&Blenheim, Martien Borst from Bovebo and Ruud Smit from Floritec. ‘Flory’ is exclusively available at Euroflorist. |||

Is there a future? Flowers for funerals, weddings and parties will always be in demand and the same goes for products targeting a mass market audience: keenly priced bouquets intended for personal use or as a small gift. And niche type products will also continue to find their way to consumers willing to pay a good price (= above the cost price). In the Netherlands, hardly anybody knows something about consumer behaviour. There are few companies, whether it is a nursery, auction or wholesale business, that have direct contact with the final consumer. Now, can you give me an example of any other mature industry where the producers and traders don't have direct contact with the consumers? Last year, I visited two big growers in North America: Sheridan Nurseries in Ontario, Canada and Bailey Nurseries in St. Paul, Minnesota, USA. Both entrepreneurs run nurseries in a tough climate, with winters that are so long and cold that a Dutchman would never believe it suited for ornamental cropping. Both companies, however, are successful family businesses with 100 years or even more of experience. These companies grow bare root and containerised plants for wholesale, garden centres but also operate a few garden centres themselves. These companies breed, propagate, produce, trade and even sell directly to consumers. There are still breeders, propagators, growers, auctions and traders who don’t have direct contact with their end consumers. But the time for a self-respected farmer to produce and trade with his eyes closed is long gone…

Jaap N. Kras jaap@floracultureinternational.com

October 2014 | www.FloraCultureInternational.com

Auctions FloraHolland presented its new strategy for the period up to 2020 on Wednesday September 24th. The ‘Flowering the world together, planting seeds of opportunity for our members’ report provides a road map to guide and prioritise the work of the cooperative in the context of key issues affecting worldwide floriculture and our society. It specifies two main goals: better margins for the member growers and their customers and a higher consumer expenditures on cut flowers and plants.

by Ron van der Ploeg

FloraHolland presents strategic aims for the future

loraHolland stressed that the strategic vision is a ‘think piece’ – designed to provoke longer-term thinking across a wide audience: to members, to customers, to staff and to other stakeholders within the industry. Going through the first lines is a somewhat ‘uplifting’ experience as if FloraHolland’s future way is paved with fluffy pink clouds and double rainbows. Something of fear crept into my mind as I was informed that the company is on a ‘mission to fulfil its own dream’. But I was really panicking when the flower fairy comes in to conjure a blossoming planet in 2020 with one single wave of her magic wand. In 2020, if it was up to Flora Holland, all people would wear

flowers in their hair, they would use plants and flowers to trigger happy emotions and to heighten feelings of life. “Flowers say what words cannot - in all cultures. Plants also connect you to nature and health. FloraHolland makes this all possible,” over-estimates the auction its messianic abilities.

negatively affected FloraHolland’s business model. Members, customers and employees are concerned about the future.” In the report FloraHolland takes full responsibility of the direction the cooperative will take in the coming six years.

Harsh reality

Established in 1911, FloraHolland is basically doing the same as hundred years ago: providing the grower with the best possible price at the lowest cost. Nonetheless, international trade has certainly increased considerably since 1911, while the marketplace has become more complex, virtual and transparent. All in all, FloraHolland 2020 has two major ambitions: Better margins for members and their customers by: • making logistics chains more efficient • strongly reducing FloraHolland’s costs: back to our core business • being an open marketplace where sound, stable pricing is key More consumers to spend more on Flowers & Plants by: • having the best knowledge of markets and consumers in-house • playing a leading role in promoting floriculture in Europe • being the global innovation center of the floriculture industry

Luckily just in time FloraHolland wakes up to harsh reality. “Many growers are very worried about operations. Costs continue to rise, while earnings are stagnating. Growth of supply and demand is now primarily occurring outside the traditional boundaries of the cooperative, and the shift from the auction clock to direct channels has

Two major ambitions

Expanding membership options Another aspect of the changing world, being the distinction between ‘grower’ and ‘trader’ becoming increasingly ‘vague’ is also on the auction’s radar. “Everyone is shifting within the chain and often

www.FloraCultureInternational.com | October 2014

playing multiple roles. For this reason, FloraHolland is expanding the membership options. All suppliers of floriculture products can now become members. Both on the supply side and the customer side, we will maintain payment conditions that allow us to offer payment security. That is a major strength of FloraHolland and a stabilizing factor for the industry.”

Auction clock

FloraHolland believes in a strong auction clock. However, there is no reason to think that the volume at the clock will develop any differ-

ently from the current trend, which will mean ongoing pressure on its costs in the period from 2014 to 2020. “This is a trend that together we have been seeing for many years, and that will inevitably force us into cost reductions. Sadly, this will have consequences for jobs at FloraHolland. Forced redundancies are not our policy, and we will do everything we can to avoid them in the future, but we cannot exclude them entirely.”

Property portfolio

The auction will also review its property portfolio. The asset side

of the balance sheet will have to be reduced. The new auction process will be leading in the cost reductions. Many ideas have already been put forward to improve the auction process (national auction, plants after flowers, auctioning straight from the nursery, etc.). The time has now come to take decisions together with growers and customers. “We have to change the auction process, and we will decide how to do that in consultation with our chain partners. This will result in choices with respect to our property, and will provide direction in terms of employment.” In meetings starting on October 2nd, FloraHolland is deliberately not presenting a fully formed strategy and concrete implementation plans. “Given the unique nature of our cooperative, it is important for members, customers and staff to have an opportunity to give their opinions and input. So they can influence the final strategy. We hope to see many members and customers at the meetings organised both in the Netherlands and abroad. Because only together can we get the floricultural sector to blossom.” |||

October 2014 | www.FloraCultureInternational.com

Floraculture International encourages the pursuit of joint activities in areas of mutual interest with national and international societies, companies and organizations. Agreements have been reached between Floraculture International and leading growers and trade associations in 24 countries. This unique partnership includes a complimentary copy for each member of the registered associations. Floraculture International is proud to announce the cooperation with the following associations.

Partners of FloraCulture International

For more FCI partners see page 4.

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