FloraCulture International February 2024

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R O S E S F R O M T H E NE T H E R L A ND S

'Dutch Courage' is helping growers thrive NX TGEN

Plant-focused tech for smart investments U K C O U N T R Y P R O F IL E

How is the cut flower industry performing

EVERYTHING IS COMING UP ROSY A snapshot of the global rose industry coping with Valentine’s Day just around the corner

KEEPING YOU AND YOUR FLOWERS COOL Our cool chain logistics maintains your flowers in optimal condition, ensuring that you can deliver the best quality.

Visit afklcargo.com for more information.

Partners of FloraCulture International FloraCulture International encourages the pursuit of joint activities in areas of mutual interest with national, and international societies, and organisations.

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F R O M T H E ED I TO R

RUBRIEK

FCI Editor Ron van der Ploeg

A tribute to the Dutch rose growers The weeks leading up to Valentine's Day are one of the year's busiest periods. Valentine’s Day, this year, occurs on a Wednesday.

Valentine’s Day is the best example of how a fun event is profitable for our industry. According to figures from the International Fresh Produce Association (IFPA) in the USA, Valentine’s Day makes up 25 per cent of the holiday market share, approximately $1.9 billion worth of cut flowers every year. In Europe, the situation is no different, with Valentine’s Day fuelling the biggest boom in annual sales.

Not bad, eh, for an American tradition which was largely unknown until the 1970s, at least in the Netherlands. And that’s on good authority because I can vividly remember how, on a cold February 14 in the mid-1970s, my elder sister returned home from her job as a florist on her Batavus Bavette moped with a bunch of never-seen-before yellow blooms in her front basket.

Her new employer had given her a bunch of Mimosas; they smelt like hell to six-year-old me, hoping to find chocolates in her basket. However, the bunch of Mediterranean-grown beauties were for my parents, and as my sister handled them with care, she told me a compelling story about these exotic blooms and the special meaning of love they held. This memory lives on for me as Valentine’s Day. Today, as cliche as we know, a red rose is the traditional flower associated with the Valentine’s Day message of love. In the coming two weeks, the European market will be flooded with large-headed and intermediary roses grown in Kenya and Ethiopia. While they bring romance to many, in the Netherlands, the sale of these plane loads of relatively cheap imported roses slowly but steadily eroded the Dutch rose industry.

The most recent statistics provided by Royal FloraHolland indicate that the glasshouse area given to roses production in the Netherlands has fallen from 1,000ha to less than 130ha over the last 24 years.

What was a blossoming multi-million industry only three decades ago has been overshadowed by a continuous avalanche of roses from the horn of Africa.

In 2000, the numbers associated with locally grown roses sold through the five-day-a-week Dutch auctions included 992 million large-headed cut roses and 917 million sweetheart cut roses.

Today, the volume of Dutch production passing through Royal FloraHolland fell to below 496 million stems in 2023, approximately 16 per cent of total sales volume.

Even over the past two years, this total was significantly whittled down every month as energy costs went through the roof and African roses continued dominating the market.

At the beginning of the millennium, there were at least 765 major rose nurseries in the Netherlands, primarily family-run operations, spanning an average of 1.2 ha and growing between 1 and 3 varieties.

Today, 20 unsung heroes of Dutch rose growing remain. Even so, Marc de Baan, market manager for roses at Royal FloraHolland, keeps an unshakable belief in Dutch roses. This Valentine’s Day-themed issue of FloraCulture International is a special tribute to the die-hards in Dutch roses, the resilience, perseverance, and entrepreneurship of the growers who managed to keep quality high while weathering themselves against the vagaries of a highly volatile energy market and global uncertainty.

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CO N T E N T S FEBRUARY 2024 VOLUME 34 NUMBER 02

COVER STORY 8

VALENTINE’S DAY A tribute to the Dutch rose growers

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2016

VALENTINE’S DAY Romantic gestures - snapshots of cut-flower trade in Kenya, Colombia, Ecuador and Guetamala

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VALENTINE’S DAY A rose by any other name would smell as sweet, but it could infringe on IP Rights

FEATURES 20

BRINGING GREENING INTO CITY PLANNING The Green City Conference focus at AIPH’s Spring Meeting taking place from 3-7 March in Doha, Qatar

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TECH NxtGen focuses on technologies growers will want and will be prepared to invest in

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COUNTRY PROFILE How is the UK cut flower industry faring?

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AIPH IGOTY AND YIGOTY AWARD Proud winners at the 2024 show hosted at IPM Essen

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VOICES 04 07 13

FROM THE EDITOR BECOMING AN AIPH AFFILIATE MEMBER VALENTINE’S DAY: THE ORIGINS AND THIS YEAR’S OUTLOOK

IN EVERY ISSUE 06 30 34 39

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WORLD NEWS GREEN CITY POST EXPO-SURE SAVE THE DATE

FloraCulture International (FCI) is an independent trade magazine with the largest circulation for a world publication of its kind. FCI is free and published for the ornamental horticulture industry by the International Association of Horticultural Producers (AIPH). It is published 11 times per year worldwide. Contributing writers for February 2024: Rachel Anderson, William Armellini, Jos Baltus, Timothy Blatch, Spence Gunn, Jaap Kras, Hannah Pinnells, Marta Pizano, Ron van der Ploeg, Bart Sneek, Audrey Timm, Emanuela Truffo, Wilma van Velzen, and Rachel Wakefield.

Contact: fcimedia@aiph.org. Address: FloraCulture International, Horticulture House, Chilton, Didcot, Oxfordshire, OX11 0RN, United Kingdom. FCI Team: Editor: Ron van der Ploeg, ron@floracultureinternational.com, T: +31 6 404 99 269; Associate Editor and Designer: Rachel Wakefield, rachel.wakefield@aiph.org, T: +44 1235 776 160; Senior Media Account Manager: Angie Duffree, angie.duffree@ aiph.org, T: +31 6 403 277 35. Cover image: Red Naomi. AIPH ©2024 FloraCulture International magazine. All rights reserved. Publisher is not liable for the content of the advertisements. Photographs by permission of copyright owners.

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WORLD NEWS

NE THERL ANDS

MPS and Certifeye have partnered together to help growers showcase their sustainability efforts more effectively The Dutch Environmental Certification Scheme MPS and Certifeye, an online platform for hassle-free management of certificates, have strengthened their partnership.

At the recently held IPM Essen show, MPS and Certifeye celebrated the strengthening of their sustainable partnership.

M O R O CCO

Learn, Share, and Connect!

The CIOPORA Annual General Meeting will take place in the vibrant city of Marrakech between April 15 and 19. It promises to be a thoroughly insightful week dedicated to promoting breeders' innovation and protection. www.ciopora.org/agm-2024

MPS and Certifeye underscore that ensuring privacy compliance is essential for success. Edmund Timm, manager of commerce, marketing and communication at MPS, celebrates the partnership, by saying: “Ultimately, the goal is to make information available to growers in the easiest possible way so that they can then share their information with their customers.”

Certifeye CEO Fred Vahlkamp adds, “It is vital that growers can decide for themselves who they share information with. With our platform, you can choose to share your MPS-ABC certification status with everyone, for example, or simply share a certificate or another document with one specific customer. So, as the owner of the information, you are in control. You configure this once, and then it’s sorted.”

More recently, MPS has hooked into the Certifeye system. The new link allows MPS-ABC certificates a grower obtains to be sent to the Certifeye Wallet directly from the MPS Customer Portal.

It, therefore, avoids additional admin for the grower, who always had to upload the necessary documents into the system manually in the past. Later this year, growers who participate in MPS-GAP and MPS-SQ can also upload these certificates. With this and the future links, growers will gain even more recognition and

visibility for their sustainability efforts.

In addition, configuring the privacy settings is also being made even more accessible: in the Wallet, the grower decides for themselves who their documents and all subsequent updates will be shared with. In this case, too, once the system is set up, nothing else needs to be done, putting an end to email requests for certificates and documents from customers.

In constructing the link, consideration was, of course, also given to the implications of the cooperation between the two parties.

Timm, explains the security importance: “Data protection is an important subject in today’s world, and for us too. That is why we handle our customers’ data extremely carefully.”

Vahlkamp adds, “This subject is inextricably linked to the Certifeye software. We look forward to establishing a strong but, above all, secure link.”

The technical link has been extensively tested and optimised over the past few months with input from a pilot group of growers.

Now that the system is ready behind the scenes, it can be rolled out more widely. This is a major step, but in the meantime, we look forward to identifying new opportunities to further reduce the administrative burden on growers.

A SIA

Sion Young Plant has partnered with Deroose Plants Group to distribute their full collection of Phalaenopsis flowers in Asia Sion, a big name in Phalaenopsis breeding and propagation, has announced a strategic partnership with tried and trusted (tropical) young plant supplier Deroose to bring its growing portfolio of Phalaenopsis to Asia.

The deal will enable access to a very diverse line of quality Phalaenopsis, a wealth of marketing knowledge and an extensive business network, effective early 2025.

Propagation of the products will

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take place at Deroose Plants Group, enabling both parties to join forces.

As of 2025, Phalaenopsis propagation material will be available in lab cups, plugs or as half-grown plants, with colour and variety.

Left to right: Randy van Paassen, sales & marketing manager of Sion Young Plants and Maurice van Winden, general director of Deroose Plants Group.

VOICES NE THERL ANDS

Utrecht to host AIPH World Green City Awards 2024

AIPH is proud to announce that the prestigious gala dinner and awards ceremony for the AIPH World Green City Awards 2024 will take place in the City of Utrecht at the Future Green City World Congress in September 2024.

The prestigious Awards ceremony will take the form of a dedicated gala dinner, set to be hosted on 25th September 2024 at the Royal Jaarbeurs in the heart of the City of Utrecht, Netherlands. The momentous occasion forms an integrated part of the official program of the first Future Green City World Congress, which is a global four-day event organised by the Royal Association Stadswerk the Netherlands, the Royal Dutch Society for Garden Designers and Landscapers (VHG), and the City of Utrecht.

“We are thrilled to be joining forces with Stadswerk, VHG and the City of Utrecht, a Finalist in the inaugural 2022 edition of the AIPH World Green City Awards, to host the highly anticipated 2024 Awards ceremony,” says Tim Briercliffe, Secretary General, AIPH. “At the gala dinner, we will celebrate bold and ambitious action by cities who are leading the way in championing the power of plants and nature- a shared ambition that is a perfect fit against the backdrop of the Future Green City World Congress.”

The Future Green City World Congress will be held from 23rd – 26th September 2024 at the Beatrix Theatre in Utrecht, with over 3,000 experts from around the world expected to attend and share their passion and knowledge for shaping greener cities of the future.

“We are thrilled that the World Green Cities Awards Ceremony will be held in Utrecht next year. As a former nominee but also as a city that already feels the impact of climate change in everyday life, we strongly believe we must join forces in order to create healthier, more adaptive cities worldwide. The AIPH World Green Cities Awards share that belief and our ambition. I look forward to welcoming everyone to Utrecht next year,” says Sharon Dijksma, Mayor of Utrecht.

Visit: www.aiph.org/green-city/green-city-awards/ N O R W AY

Exploring Photonics Here is your invitation to explore the innovative applications of photonics technologies in various aspects of horticultural production at the European Photonics Industry Consortium - EPIC. The meeting covers a range of sessions focusing on precision agriculture, smart farming, harvest and early processing management. Attendees attending between 24 and 25 April in Oslo, Norway, can expect insightful discussions, case studies, and presentations on the latest advancements in photonics.

Visit: www.epic-assoc.com/technology/

ON TO A FLOURISHING FUTURE Hilverdaflorist became an AIPH Affiliate Member during the 75th AIPH Annual Congress in September 2023. Bart Sneek, Commercial Director of HilverdaFlorist writes about why joining AIPH is important for business.

HilverdaFlorist is proud to be one of the new Affiliate Members of AIPH. As a breeder, propagator and supplier of both cut flower and pot and garden varieties, we are at the start of the supply chain. You may know HilverdaFlorist from our assortment of cut flowers: Alstroemeria, Carnation, Gerbera, Gypsophila, Helleborus, Limoniun and Scabiosa. Within the Pot, Patio, and garden, we specify Alstroemeria, Dianthus, Echinacea, Gerbera, Helleborus and Salvia.

We are very aware of the responsibility this brings to the future of the entire sector. Given that flowers and plants contribute to people's well-being, they will continue to play an important role in the future.

However, we all need to work together to respond to the changing needs and demands of society. We cannot achieve a more sustainable future by acting individually. It is essential to join forces and exchange knowledge to give the market and consumers a full view of the great steps we are already taking towards a better future. Let us learn from each other at all times to continue this in the future.

HilverdaFlorist invests in breeding for resistance and shelf/vase life, among others. With new technology, we try to minimise the effort required to produce the varieties within our assortment and thus also contribute as much as possible to minimise our customer footprint. Worldwide, together with our sales, production, and distribution network, we ensure that we work as efficiently as possible to minimise our impact on the planet.

We are looking forward to the flourishing future we can create together with you within the AIPH network. On behalf of the entire HilverdaFlorist team, we wish you a happy and successful 2024!

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VIS -À-VIS

Kylie Minogue wowed crowds at the internationally renowned Glastonbury music festival a few years ago. When performing an intimate version of ‘Where the Wild Roses Grow’ with Nick Cave, the Australian singer handed out hundreds of Red Naomi roses as the quintessential symbol of love.

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CO V E R S TO R Y

KEEPING AN UNSHAKABLE BELIEF IN DUTCH ROSES Most green professionals are aware that the heydays of the Dutch rose industry are long gone. While the home production of cut roses in the Netherlands continues to decline, Kenyan and Ethiopian output has risen dramatically over the past decades. Even so, Marc de Baan, market manager for roses at Royal FloraHolland, has an unshakable belief in the resilience of Dutch rose growers who managed to keep quality high while weathering

AUTHORS: RON VAN DER PLOEG AND WILMA VAN VEL ZEN

themselves against the vagaries of a volatile energy market and global uncertainty.

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arc de Baan is the first to admit that Dutch-grown roses have endured turbulent times for many years. He says, “Many Dutch rose growers have ceased operations altogether or chose to diversify and swap roses for another crop.”

The energy crisis - representing 20-30 per cent of costs - heavily weighs on Dutch rose growers; some opted for a period of dormancy, and others chose to heat and light their greenhouses less.

De Baan adds, “With fewer Dutch rose blooms available, wholesale customers increasingly sought alternatives from Africa and South America. And Dutch rose growers are still grappling with this switch in trade flows. Nevertheless, we see plenty of future for them while further globalisation of the rose industry is a fait accompli.”

MODERATELY POSITIVE For about two years, clock pre-sales in roses have been stable at more than five per cent, but De Baan sees room for improvement. “Because within the total range of cut flowers, pre-sales account for more than nine per cent.

Pre-sales is a tool that Dutch rose growers mostly use with percentages nearing 15 per cent in some cases.”

Suppliers from Kenya and Ethiopia often make different choices than pre-sales, mainly guided by the auctionbased companies that handle their consignments, unpacking and selling their roses through the clock.

Over the past year, the clock percentage in roses has increased slightly to 57 per cent. Asked about this year’s outlook for Valentine’s Day, De Baan notes, “Expectations for Valentine's Day and International Women's Day are moderately positive, while direct trade modelling on long-term supply contracts indicates a slower pre-order uptake. This situation can either benefit or put pressure on clock prizes.”

DECLINE IN PRODUCTION AREA With energy costs spiralling out of control over the past two years, Dutch rose production fell sharply. De Baan elaborates, “The glasshouse area down to roses in the Netherlands has fallen from 800ha to less than 130ha over the last 22 years. In 2023, the volume of Dutch production passing through Royal FloraHolland fell to below 496 million stems, approximately 16 per cent of total sales volume.

Five years ago, this percentage was still close to 25 per cent. De Baan continues, “This dramatic drop in sales volumes is partially due to a difficult start of the year 2023. However, the outlook is more rosy now, with a larger number of Dutch rose stems anticipated to be traded at Royal FloraHolland in 2024. The energy market finds itself in less rocky waters, and growers are now going full steam ahead and have found the right balance between keeping quality high and energy consumption acceptable.”

THERE IS WORK TO DO At the same time, Baan admits that major roseproducing countries such as Kenya and Ethiopia are vital for the Royal FloraHolland cooperative, while he quickly adds that Dutch roses are equally unmissable. De Baan says, “Eventually, it is the market, in-time delivery, a broad assortment, the cost versus price, well-oiled logistics and cold chain that dictate where flowers will be sourced from. More recently, we have increasingly seen more South American and African-grown roses in flower shops in Southern Europe. Still, also in, for example, Poland, these markets previously bought relatively more Dutch roses. So, there is work to be done for Dutch rose growers to regain market share or find new sales markets and areas.”

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CO V E R S TO R Y

Marc de Baan, market manager roses at Royal FloraHolland.

SURPRISINGLY PINK A rose is a rose is a rose, but not always a red one. The German schlager ‘Rote Rosen’ (red roses) from Freddy Breck in the 1970s may have to be renamed ‘Pink Roses'.

Anyone who thinks that red is still the most prominent colour in the rose trade will be disappointed. In 2024, at Royal FloraHolland, pink has become the most popular colour in roses, followed by red and white. Yellow, orange, purple and mixed colours (in a bouquet) follow at an appropriate distance. There is no single best explanation for the dominating pink colour, but it is safe to say that the much higher number of pink varieties compared to their red counterparts plays a role.

Valentine’s Day and International Women’s Day naturally fuel a boom in red and white roses. De Baan explains, “Rose is and remains the absolute top favourite within Royal FloraHolland's cut flowers, followed by Chrysanthemum and Tulip. The varieties 'Red Naomi' and 'Avalanche+' are among the bestselling Dutch roses, while ‘Athena’, ‘Madame Red’ and ‘Ever Red’ dominate the Top Three import roses.

“Regarding market segments, retail sales show some decline and there is a slight shift towards traditional wholesalers and florists. Germany is the major buyer of Dutch roses while exports to Eastern Europe continue to increase.”

EXCESS POLICY Rose growers supplying at Royal FloraHolland are united in the Rose Product Group, an alliance striving for a more regulated and regular clock supply of blooms. The measures to avoid oversupply seem to pay off. De Baan elaborates, “This requires constant monitoring of the market and an ongoing debate within international suppliers. Sometimes, action is required, leading to a difficult but necessary message. These stricter rules compensate for better pricing. In addition, sustainability, CO2 footprint and certification are key points no rose grower can ignore anymore.”

TOGETHER, WE ARE STRONG De Baan believes that investments are needed to fund rose campaigns. “Unfortunately, no joint rose promotion

is being undertaken, but the subject is being discussed and is a work in progress. Meanwhile, promotional efforts have proven to be worthwhile. One good example is the campaign built around spray roses, prominently present at international trade shows. There are also some smaller grower collectives doing brand building, including Avalanche+, and you see marketing activities emerging from rose handlers on social media, which is fine. However, it would be wise for Dutch rose growers to focus on the positive brand image of their product. I think ‘Red Naomi’ could use some promotional support; its brand awareness is already strong, and this red rose has so much to offer and holds a strong future. I am also a strong advocate for industry collaboration in addition to many individual efforts. After all, together, you stand strong and go further.”

KEUKENHOF ANNIVERSARY ROSE SHOW It is safe to say that the queen of flowers will shine during the 75th-anniversary edition of the world-famous spring garden Keukenhof. Its forthcoming rose show will surely steal the show and coincide with a grower meeting on 4 April and a rose competition. De Baan adds, “It goes without saying that we want to make this even more extensive in the Roses Product Group than last year and invite many growers, buyers and breeders. We are already working on an interesting program in close collaboration with the Keukenhof Rose committee.”

CENTRAL AUCTION In conclusion, De Baan reports that Royal FloraHolland has started phased Centralised Auctioning. He says, “On 30 November 2023, Centralised Auctioning went live for the first time with all roses being auctioned through central clocks. Using Centralised Auctioning, we digitally and physically bring the supply and demand of flowers and plants together at a large international flower marketplace. This will lead to optimal pricing while introducing new services and ensure efficient and bundled logistics and transportation. This results in a seamless connection to business processes, cost reduction and sustainability of the floriculture chain.”

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B I OL D VA EN I VTER I N SEI' TS YD AY

There are still many excellent largeheaded roses grown in Kenya, but they tend not to come to the market quite as competitively as they do from Colombia.

'LOGISTICS ARE FIRMLY IN PLACE FOR VALENTINE’S DAY ROSES FROM KENYA' “The logistics for Valentine’s Day deliveries are firmly in place,” says Martin Hudson, co-founder

AUTHOR: R ACHEL ANDERSON PHOTOS: UNITED SELEC TIONS

and director of UK-based Flamingo Group International.

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artin Hudson notes that, as Flamingo has been growing flowers in Kenya since the 1980s, the group is accustomed to planning well in advance for February 14 to accommodate the extra peak in demand.

“This means that it has passenger aircrafts flying in every day to and from London (UK) and Europe.

So, as an origin from which to freight product, it’s helped by the combination of cargo carriers and passenger aircraft that will carry cargo.”

TRIED AND TESTED

SEA FREIGHT, COLOMBIAN ROSES AND ROSE COLOURS

“What we've got has been tried and tested, so now we're good,” says Hudson, who notes that, happily, growing conditions for the roses have been pretty normal this season.

As the roses have a short supply chain that sees them flown directly from Kenya to the UK, they are expected to be as fresh and longlasting as ever.

Kenya’s capital city, Nairobi, has, over the decades, become a strong cargo-plane hub, says Hudson.

He explains that Kenya is a good place to operate in Africa thanks to its busy horticulture and tea sectors and its tourism industry.

More robust varieties of roses and other cut-flower types had recently enabled Flamingo to begin successfully transporting its products by sea freight out of Kenya – something that hadn’t been possible in the past. However, this new development has, says Hudson, been temporarily disrupted by the devastating crises in the Middle East and the Red Sea. "Whilst this situation is adding additional costs and delays in the supply chain, it will not affect this year's Valentine’s Day peak – for which everything is firmly in place.”

FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

Thanks to their larger heads, Colombia has the market for premium roses for Valentine's Day. However, there are still many large-headed roses grown in Kenya, “but they tend not to come to the market quite as competitively as they do from Colombia,” notes Hudson.

That said, “Kenya is still the biggest part of our Valentine peak, but it's the intermediate varieties that we are typically producing. These varieties have a good-sized head, but they’re probably not quite as large as the heads on the Columbian roses,” explains Hudson.

He adds: “Valentine's Day is still dominated by red roses, although we do sell a lot of softer-coloured roses because we find there's a demand from people who perhaps want to be a bit more subtle about the message they’re conveying!”

“We sell a lot of peach-coloured roses, and orange is very popular.

But we cover every colour really, including pastels.”

VOICES

VALENTINE’S DAY: THE ORIGINS AND THIS YEAR’S OUTLOOK Jaap Kras is a horticultural consultant, a PBR expert, an industry veteran and former owner and publisher of FloraCulture International

I

n the 1920s and after the Second World War, a significant portion of Western Europe embraced Anglo-American culture. Brits and Americans seemed to step into the cultural leadership the Germans had fulfilled before. Just remember how, in 1939, even Marlene Dietrich became an American citizen.

Before the war broke out, 12-stem tulip bunches were popular with buyers, but under Anglo-Saxon influence, Dutch horticulturists began incorporating ten stems in the bunch.

More recently, quintessential Dutch traditions have increasingly merged with American holidays. For example, Sint Maarten is celebrated every 11 November with children going door to door with self-made lanterns in their hands and singing songs in exchange for candy.

Still, it increasingly contains elements of Halloween, which is celebrated on 31 October.

Meanwhile, the feast of Sinterklaas has been celebrated for centuries in the Netherlands. It continues to be a cornerstone of Dutch culture and a very important family gathering, with gifts exchanged on 5 December. But here, there’s also an Anglicised shift toward present giving at Christmas.

In case you don’t remember, Valentine’s Day is on 14 February each, and this year, it occurs on a Wednesday. It is by far the best example of how a popular American holiday has spread to Europe as a fun and commercial event.

The origins of Valentine’s Day on 14 February are misty and miscellaneous.

However, it was the English poet Geoffrey Chaucer (1343-1400) who depicted free, romantic love and Saint Valentine by

describing a tale where birds search for partners with the help of Lady Nature on Valentine's Day. In his poem called Parliament of Fowls, he wrote, “For this was on Seynt Valentynes day. Whan every foul cometh ther to chese his make.”

Over the past decades, Valentine’s Day has become Europe’s most important floral holiday, just like in other parts of the world. According to the International Fresh Produce Association (IFPA), Valentine’s Day makes up 25 per cent of the holiday market share and sells approximately $1.9 billion worth of cut flowers every year – these figures are for the USA alone.

For many green professionals, Valentine’s Day marks the start of a bumper selling season, which is swiftly followed by International Women’s Day on 8 March, Mothering Sunday in the UK – which this year falls on 10 March, Easter (31 March-1 April), Mother’s Day in Spain on 5

‘Red Naomi’ is the quintessential Valentine’s Day rose.

May, Mother’s Day in many countries such as Germany, Netherlands and the USA on 12 May, Mother’s Day in France on 26 May, and Sweden’s National Day on 6 June.

After which, the industry enters a much slower-selling summer season. The first five months of the year generate 50 per cent of the turnover and perhaps 100 per cent of the profit. For many a wholesaler, the primordial task is to break even over the seven months that make up the rest of the year.

The upcoming Valentine’s Day outlook is good, or more precisely, rosy.

The rose, specifically the red rose, is the most popular flower for the February holiday. With reports from extensive El Nino floods in Kenya, rose growers in Africa anticipate strong sales even if weather conditions are so-so. And political unrest in Ethiopia is not impacting the flower-growing industry too much.

There's also room for positivism in South America (Colombia and Ecuador), but the undertone is critical. Mass market orders in the USA are strong.

Aren’t there any problems? El Nino affects weather patterns, and it has been warm in South America. These climate challenges push the production to arrive a bit too early.

In addition, everybody sees the recent criminal activities in Ecuador, but importers and cargo agents do not fear problems affecting flower transports.

Container transports through the Suez Canal might face some problems, but most roses from East Africa are transported through the air.

So, as long roads in the major consumption markets for cut flowers remain free from ice and snow, we can look forward to Cupid’s flutter and a happy Valentine’s Day.

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Ms. Emanuela Truffo Individual Member

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VA L EN T I N E ' S D AY

A flowery update from Latin America To most rose exporters in Latin America, the weeks leading up to Valentine’s Day are the year's busiest period. FCI sampled the sentiments in the trade before the most romantic of all

AUTHOR: MARTA PIZ ANO

holidays.

P

lanting, pruning, variety and colour selections all revolve around this single flower-giving holiday, frequently facing enormous challenges.

Weather, logistics, exchange rates and other factors can hugely impact the final outcome. FloraCulture International contacted several key actors of the flower industry in this region to get an overall view of this important occasion for the flower industry this year. To guide our discussion, we asked the following questions:  Has the weather impacted supplies in roses? Will it impact distribution?  What does Valentine’s Day represent in volume and value compared to your total yearly flower sales and production?  What other factors are at stake?  Valentine´s Day falls on a Wednesday. Is that positive or negative?  How are prices evolving? Is there an oversupply or scarcity of products?  How is demand evolving in the face of inflation and rising costs of living (in consumer markets)?  Have you participated in any interesting campaigns aimed at Valentine’s Day?s.

COLOMBIA We spoke to Elkin Farfán, NextGen/ Grower of the Year awardee at the last PROFLORA show in Bogotá, Colombia, and planning manager of Phytotech SAS, a family business producing fillers, summer flowers and foliage. Also, with Pablo Bazzani, General Manager of La Plazoleta and recipient of AIPH’s 2022 Young International Grower of the Year Award. La Plazoleta grows mainly Gypsophyla and Alstroemeria and received the Champion Grower award during the last PROFLORA show in 2023.

‘El Niño’ has definitely arrived with clear blue skies and hightemperature records across Colombia. There has not been a lot of frost, which can happen early in the year, but the extra dry weather has caused many crops – roses in particular – to bloom earlier than expected. This has forced exporters to send roses sooner to importers, especially in the USA, and this

Speaking about prices, Gabriela in Ecuador thinks there is indeed oversupply, and this has, at best, maintained prices (i.e. prevented increases) for standard roses.

situation has had a negative impact on prices, not only for roses but other products as well.

At the other end of the value chain, it seems like severe freezing weather and snow storms have subsided both in the USA and Europe, and delays or interruptions in distribution are not expected for this year’s Valentine’s Day. Rose exporters to the North American market often state that Valentine’s Day sales amount to around 30 per cent of total yearly sales. In the case of summer flowers and fillers, Valentine’s Day has not traditionally accounted for a significant amount of sales; however, Pablo mentions, “there is a trend for diversifying Valentine’s Day arrangements, making them more creative and going beyond red roses; consumers are embracing mixed flower arrangements and even using various colours.” This has raised the status of filler flowers, and in the case of

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15

VA L EN T I N E ' S D AY

The rising costs of hand labour and supplies, together with economic uncertainty, are factors impacting flower exports.

Plazoleta Bazzanni, this means that Valentine’s Day now accounts for about 15 per cent of annual sales.

“A highly volatile exchange rate (from the Colombian peso to USD) and the rising costs of hand labour and supplies, together with economic uncertainty, are all factors impacting flower exports, whilst at the consumer end, inflation impacts demand.

It is a challenging time for the industry, and many exporters are struggling to keep afloat.

However, confidence in the resilient Colombian flower industry remains strong,” says Elkin Farfan.

Pablo and Elkin both agree that a mid-week holiday is always better. “When Valentine’s falls on the weekend, people have more time, so they think of other options for celebrating,” they say; plus, delivering flowers to the workplace during working hours is usually easier, less expensive and more efficient.

With respect to prices, despite a diversifying trend, red roses are still preferred and fetch the best prices. Other products

16

behave normally and are even on a downward trend for some floral products. After the pandemic, demand remained high for a time, leading some growers to sustain an expansion trend that had started during Covid-19.

However, demand has fallen back to pre-pandemic times in most cases, leading to oversupply for some products – with consequently low prices - especially in the USA and European markets. This situation reinforces Colombians’ drive to look for alternate markets, particularly in Asia; a particularly successful example is Korea, which is swiftly becoming a prime client for Colombian flowers.

In reference to campaigns, Plazoleta ‘dresses up’ for the occasion and promotes unique arrangements for Valentine’s Day. Phytotech has established a successful pre-sale scheme which helps maintain stable prices. ASOCOLFLORES (the Colombian Association of Flower Exporters) is undertaking a makeover of its trademark Colombia Land of Flowers, Pablo explains and is considering using a designation of origin or geographical indication scheme for Colombian flowers.

FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

Freshly picked Ecuadorian roses ready for the big day.

ECUADOR We spoke to Gabriela Hidalgo from Sunrite Farms – top-quality rose exporters for over three decades - and Federico Santacruz from Everbloom, who has been in business since 2009.

Although neither thinks local weather has critically impacted rose production this year, Federico has seen orders from importers come in earlier.

However, he is referring to Europe and Russia mainly as the USA market is not their main goal, “as there is too much competition in that front”.

He believes these early orders are happening because importers want to ensure timely delivery in the light of uncertain weather and logistics, especially in the case of Russia. Neither of them considers that recent political unrest in Ecuador has negatively impacted the industry.

Gabriela coincides with Colombian rose exporters and states that, in her case, Valentine’s Day sales take up 30 per cent of yearly sales. To Federico, the American holiday is “an additional week of orders” within the year.

Agreeing with the Colombians, they both think a mid-week holiday is far better than a weekend one.

“Consumption increases, especially in big cities; deliveries are easier as everyone is working, no additional staff required, and logistics are in favour overall; plus people are

VA L EN T I N E ' S D AY

happy with smaller celebrations which often involve flowers,” says Gabriela.

Speaking about prices, Gabriela thinks there is indeed oversupply, and this has, at best, maintained prices (i.e. prevented increases) for standard roses; sweetheart roses are on a downward trend.

Federico is seeing too many roses of assorted colours (not red), possibly due to marketers wanting to escape tradition. They also confirm that demand has returned to pre-pandemic times and supply is plentiful in the US market, which hampers positive price evolution.

On campaigns, at this time of the year, Everbloom focuses on Women’s Day celebrations in Russia (8 March), a significant peak consumption occasion for them.

The Russian market is largely ‘back on its feet’, they say, although logistics remain complicated, which translates into early orders; European demand is also good overall.

Sunrite, on its part, is focusing on catering directly to its customers to keep them satisfied and thus ensure continued demand; capturing new customers is not currently its highest priority. EXPOFLORES (the Ecuadorian Association of Flower Exporters) runs promotional campaigns for Valentine’s Day, and this year, it is extending that to domestic consumers, trying to stimulate flower consumption locally.

GUATEMALA To round up the conversation, we sought opinions from Mariela Toriello, Innovation Project Manager at TAK Corporation, a leading supplier of cut foliage located in Guatemala, who provided an interesting view.

The weather has not been an issue, as it has remained relatively stable this season. Still, the political and economic situation, inflation, and consequent increase in the cost of living currently faced by Americans and Europeans do impact demand, with consumers appearing to have taken a conservative approach to consumption.

These factors also impact their production costs, but despite that, they are making every effort to avoid increasing their prices and maintain a flowing demand. They are also facing some hurdles with respect to logistics, mainly due to reduced container availability, as sea freight is an important shipping option for them. She further mentions that Valentine’s Day sales are significantly important to the company, accounting for 20 per cent of yearly sales.

Mariela agrees with the other interviewees that Wednesday is an excellent day for Valentine’s Day to occur. Traditionally, having this holiday in the middle of the week has translated into higher demand.

Pablo Bazzani sees a trend for diversifying Valentine’s Day arrangements, making them more creative and going beyond red roses.

However, she also thinks that there is an oversupply of flowers and greens, which negatively impacts prices, which are showing a downward tendency; this may well be related to consumption and demand returning to pre-pandemic levels.

Closing her remarks, Mariela states that they have not launched promotion campaigns now or in the past, “but it is well possible we will start doing this as of next year”.

From the other end of the value chain, flower importer Distriflor’s manager Pablo Uribe, located in the UK, comments that up to now, Valentine’s Day sales have been sluggish compared to other years.

Evidently, inflation, interest rates and the general economic situation are affecting consumption.

Due to low rainfall, high temperatures and high solar radiation, flowers have come in early, especially from Ecuador. He further mentions that this year brings additional challenges for the UK market in that Women’s Day (March 8) and Mother’s Day (March 10) are very close in time; also, complaints are heard once again about logistic hurdles associated with Brexit checks, some of which are becoming increasingly complex (especially when the product is shipped from The Netherlands).

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P L A N T B R EED E R S ’ R I G H T S

Emanuela Truffo is a Partner at Studio Legale Jacobacci E Associati

AUTHOR: EMANUEL A TRUFFO

A rose by any other name would smell as sweet, but it could infringe on an IP Right William Shakespeare’s popular adage ‘A rose by any other name would smell as sweet’ is used to stress that the name of things do not affect what they really are. In the context of ‘love against all odds’ the English poet’s words make perfect sense, but regarding intellectual property, they have a completely different meaning.

V

ialentine’s Day is around the corner, with roses and a score of other cut flowers being the ultimate gift to express one’s feelings for a person.

At this time of year, it is tempting to dive into the worlds the great English poet created, his brilliant plots, the thoughts he expressed and the floriography describing the symbolic meaning attributed to various flowers.

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FLOR ACULTURE INTERNATIONAL SEPTEMBER2023

PBR INFRINGEMENT ON VALENTINE’S RADAR However, on a less romantic note, around Valentine’s Day, the ornamental horticulture industry traditionally pays extra attention to PBR infringement activities.

Besides the economic efforts and difficulties in obtaining and maintaining Plant Breeders´ Rights (PBR), breeders face major challenges fighting against thirdparty infringement activities.

Although it might seem obvious,

there is still a need to define what naming a rose entails.

Under UPOV conventions and domestic legislation, E Reg plays a pivotal role. 2100/94 – clear the arena: the scientific name of a variety is not the commercial name (either trademark or brand) of the same variety.

This means that a breeder could not challenge the use of his variety – as long as it is fair use, as explained below – but he could prevent third parties from using the related trademark/brand without his prior consent.

No matter if the flower (or the plant) is sold per se – as it happens for Valentine’s Day – or if it is the components of a complex product, e.g. a perfume.

It would be easy to check the above by visiting a flower farm’s website and reading the description of the flowers and plants offered for

P L A N T B R EED ER S ’ R I G H T S

sale: you will find the taxonomic information and the commercial one.

And the case law on this has been constant and consistent through decades. On the one hand, a breeder mustn’t reserve the right to use the taxonomic information by registering it as a trademark.

On the other hand, third parties are not allowed to exploit the commercial name owned by the breeder in their business.

ENFORCING PBRS Turning to the PVP matter and leaving aside the EDVs, nobody could argue that breeders are allowed to enforce their PBRs against (a) Unauthorised propagation: although this is the quintessence of the PVP itself, in the 90s of the last century, this principle was challenged in more than one

UPOV jurisdiction. In Italy, the Supreme Court of Cassazione, using judgement n. 6932/1995 clarified the scope of protection of a PVP. Despite the notorious case, Nadorcott is not the subject matter of this article; it should be underlined that the EUCJ expressly confirmed that the right to prevent unauthorised propagation is included in the scope of protection of a PVP. (b) Sales – or offer for sale – of unauthorised products.

Theoretically, the principle is straightforward; its practical impact on a breeder’s business is less easily defined. As a matter of fact, to fall within the scope of protection of a PVP, you have to prove the illegitimate source of the flower/plant offered for sale. This could be illegitimate per se when the seller propagated without authorisation a plant/

IP protection for rose varieties is vital to reward the breeders for their work.

flower deploying a third-party PVP. However, the seller may be a mere marketer, and the source of the products is an authorised nursery that failed to pay the related royalty. In the latter case, we are dealing with an infringement, although proving it in the Courtroom will be more challenging. And this is the reason why we have swinging caselaw on this subject matter.

In a nutshell, a rose by any other name would smell sweet but respecting PVP means paying respect to the efforts of scientists and entrepreneurs who developed a new variety. And, at the end of the day, it means doing our share for a more sustainable – all-round sustainable – economy.

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AIPH SPRING MEE TING

CITY GREENING SOLUTIONS FOR ARID ENVIRONMENTS

I

n 2024, the AIPH Spring Meeting will take place alongside the vibrant Expo 2023 Doha Qatar, from 3-7 March. This year, the Green City Conference on our programme will be 'City Greening Solutions for arid environments'. If you are working in ornamentals production, we invite you to participate in this thorough, insightful conference dedicated to rethinking city planning and putting plants at the centre of highly built environments to help reduce the adverse effects of changing climates.

can be accessed from www.aiph.org/event/springmeeting-2024 Thanks to the kind support from the Ministry of Municipality in Qatar we are able to provide a low registration fee of £380 per person for bookings made by 13 February. Please register now to benefit from this very good price.

•

Full Spring Meeting – early bird price (when booked before 13 Feb 2024) – £380.00

EARLY BIRD DISCOUNT The registration site for the AIPH Spring Meeting is now open and this

•

Full Spring Meeting (when booked after 13 Feb 2024) – £550.00

Other ticket options are shown below and on the website:

•

Industry Conference & Professional Tours – including dinner on 7 March – £195.00

•

Expo Conference – including dinner on 3 & 4 March – £285.00

•

Green City Conference & Green City Tours – including dinner on 5 & 6 March – £325.00

ACCOMMODATION DISCOUNT Hotel accommodation is available at the Retaj Al Rayyan Hotel in Doha.

Thanks to agreements with Expo 2023 Doha Qatar we can offer very special rates, for this four star hotel, of only 275 QAR (approx. 60 GBP or 70 Euros) per night. Full details and how to reserve rooms can be seen on the registration website.

AIPH SPRING MEETING 2024 PROGRAMME OVERVIEW Monday 4 March

Tuesday 5 March

Wednesday 6 March

Thursday 7 March

AIPH Expo Conference

AIPH Green City Conference

AIPH Industry Conference Green City Tours in Doha Qatar

Professional Excursions in Doha Qatar

Tour of the Expo 2023 Doha Qatar

WWW.AIPH.ORG/EVENT/SPRING-MEETING-2024 20

FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

3-7 March 2024 | Doha, Qatar

Scan for more details

TECH

NXTGEN CREATES GROWER-FOCUSED TECH FOR SMART INVESTMENTS

Increasing difficulty in sourcing labour and a need to boost economic growth following the setback caused by the worldwide pandemic has seen millions of euros released to accelerate the development

AUTHOR: SPENCE GUNN

of ‘hands-free’ crop production in Dutch horticulture.

T

he support for the NxtGen Hightech programme, which extends to a range of industries important to the Dutch economy, comes from the Netherlands’ national growth fund, established in 2020. Robotics in agriculture and horticulture is one of the areas the programme has singled out for funding, with the work being led by the Dutch high-tech association FME and Wageningen University & Research (WUR), in cooperation with several companies many growers will be familiar with. These include technology specialists Priva and Hoogendoorn, vegetable breeders Rijk Zwaan, and HortiVation, a foundation of ag-tech companies involved in greenhouse design and construction.

WHY DO WE NEED COMMON STANDARDS? Erik Pekkeriet leads the Agro Food Robotics team at WUR.

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The programme embraces three sectors – open-field crop production, food processing and greenhouse horticulture. “The goal for all is more autonomy; not just robots doing tasks but autonomy with decision-making, so better sensor networks and measuring systems,” says Erik Pekkeriet, who leads the Agro Food Robotics team at WUR. Data infrastructures and standardisation of data are one focus of the work for greenhouse horticulture. “A lot of innovation stops because of problems integrating the technology with existing greenhouse systems,” he says. “Anything new, such

FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

as robotics or data-gathering systems, should be compatible with a grower’s existing management information system, not standing on its own. That’s why we need common standards so that data can be moved between and used by different applications.”

DIGITAL TWINS ‘Digital twins’ for greenhouse crops is a second strand of research, with artificial intelligence start-up company Sobolt as the lead partner. This is where a computer model predicts how environmental changes or adjustments to any aspect of an individual cropping system, either alone or together, will affect plant growth and development ¬ and then makes the decision on how best to react to those changes without the grower having to intervene.

WUR has already produced growth models for several crops, says Mr Pekkeriet, but while highly advanced, they are never exact enough. “They depend a lot on data about, for instance, light interception, so in practice have to be validated for specific locations as no two greenhouses are identical,” he says.

For a digital twin to predict outcomes with the precision required, it must be continually recalibrated with data from the grower’s actual crop, such as leaf number size and internode length, collected by cameras in the greenhouse. “We want to work out how best to train models to individual greenhouses – and to take account of differences

If drones are the information gatherers, robots are the doers, performing labour-intensive tasks like bell pepper picking.

TECH

The goal for NxtGen is more autonomy; not just robots doing tasks but autonomy with decision-making, so better sensor networks and measuring systems.

in climate not just across the Netherlands but other countries too, so the models can made available to growers elsewhere,” he says.

“Then the work will be about how to offer growers a convenient package to use in practice so that the system feedback and continual learning do not depend on them for regular inputs. We aim for automated unsupervised machine learning and to ensure it is reliable.”

HANDLING OF PICKED GREENHOUSE CROPS

are in touch with their customers, so these are all technologies they think growers will want and will be prepared to invest in,” says Mr Pekkeriet. “This is why so much emphasis in the programme is on validation.”

DEMONSTRATION GREENHOUSE Much of the progress will be open to view in a demonstration greenhouse, which will give growers an opportunity to share their feedback. “A lot of technology doesn’t get used because it doesn’t

Demonstration at GreenTech - data infrastructures and data standardisation is one focus of the NxtGen work for greenhouse horticulture.

work with existing systems, so this will help growers understand what’s happening and how they can adopt these technologies,” he says.

Mr. Pekkeriet says tomatoes are the crop that will feature most in the research, but cut flower crops will be included where possible.

And Dutch growers will not be alone in benefiting from the work as it will become widely available in time with Dutch technology so important to horticulture worldwide.

The third area of work for greenhouse horticulture is to improve the way the picked crop is handled, rather than on robotic harvesting itself.

Those robots that have made it to market, or are still in development, are restricted in the quantity of product they can carry, so they need to be frequently off-loaded, says Mr Pekkeriet.

“A fast-moving handling system that can off-load the picking robot often, so it doesn’t have to stop for long, will have other advantages,” he adds. “For instance, you could think about making the harvest robot itself much smaller and the handling system much faster, by continuous unloading, creating a constant stream of picked fruit or cut flowers to the front of the greenhouse for processing and packaging.”

The choice of what technology to concentrate on within WUR’s NxtGen work has been driven by the ag-tech companies, which are members of the consortium. “They

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B IKOM U D IAVRER K ESTI TUYP D AT E

New Brexit checks may delay cut flower and young plant deliveries

With roses still a firm favourite and other cut flower varieties continuing to captivate, this Valentine’s Day is expected to be as traditional as ever for those consumers in the UK who’ll be buying single stems or bouquets for their loved ones on February 14, 2024. However, this year could be markedly different for those businesses that import cut flowers, foliage, and young plants into

AUTHOR: R ACHEL ANDERSON

the UK from mainland Europe.

N

ew paperwork is required as part of the UK’s Border Target Operating Model (B-TOM), set up by the UK government after Brexit to help protect the country’s food and agricultural supply chains from disease outbreaks.

‘MEDIUM-RISK PLANTS’ WILL ALSO NEED PHYTOSANITARY CERTIFICATE Up until January 31, 2024, plants labelled as “high risk” ((including plants for planting and “woody plants” such as conifers) that were being imported from the EU into the UK needed to be pre-notified with the UK authorities and require a phytosanitary certificate.

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FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

However, plants now classified as “medium-risk” will also require pre-notification and a phytosanitary certificate. And from April 30, (2024), consignments of high-risk plants will be inspected at the UK’s new border control points (BCPs). Some consignments of medium-risk plants will also be subject to BCP checks.

Included in the list of medium-risk plants are five cut-flower varieties, including orchids (Orchidaceae), chrysanthemums (Dendranthema), carnations (Dianthus), Gypsophila, and Goldenrods (Solidago). .

CONCERNS ABOUT IPAFFS’ READINESS Matthijs Mesken, managing director of Vereniging van Groothandelaren in Bloemkwekerijprodukten (VGB) – the

Dutch Association of Wholesalers in Floricultural Products, asserts: “It’s only five types of cut-flowers, but they are in almost 80 per cent of our consignments. So that will be an enormous number of flowers being inspected in both the Netherlands and the UK.” The association is also concerned that the new notification system – IPAFFS (Import of Products, Animals, Food and Feed System) is not ready to accommodate the new requirements.

Mesken says: “The IPAFFS system is not ready and does not work with our suppliers’ systems – so that will cause a lot of problems.

So, we are saying you [the UK] are not ready to receive our certificates

U K M A R K E T U P D AT E

in a proper manner. Therefore, we are also discussing delaying that system or making sure that it will work by April 30.”

BCP INSPECTIONS COULD DELAY CUT FLOWER DELIVERIES VGB also fears that the BCP inspections will cause delays to cut-flower deliveries – and possibly affect the quality of the plants –

because the inspections are not being carried out 24 hours a day.

This, says Mesken, could result in queues at the BCPs. At the time of going to press, it is also uncertain who will pay for the BCP inspections and how much these inspections will cost.

“This is going to be the subject of a lot of discussions over the coming weeks,” says Mesken.

An eye-catching display of flowers in a UK supermarket store.

Premier florists serving the luxury market (depicted here is Neill Strain Floral Couture London) are regularly taking orders for 100 red roses, or £500 bouquets and the like (Photo credit: Denis Bradly).

WEDNESDAY – ‘THE VERY BEST DAY FOR VALENTINE’S’ Martin Hudson, co-founder and director of UK-based fresh produce and flower importer Flamingo – which supplies cut flowers to the UK’s leading retailers – notes that Flamingo’s main supply of cut flowers is from Kenya. To that end, the new B-TOM regulations don't significantly affect it because it does not buy products from a third party in the Netherlands. However, Hudson acknowledges the B-TOM will make it harder for cut flowers to come through the Netherlands to the UK. “The B-TOM is a challenge.

However, we [as a sector] get plenty of challenges, and we’ll get through it.”

With the logistics for this amorous occasion firmly in place, Hudson is optimistic about this Valentine’s Day – describing Wednesday as a “pretty fine” day for Valentine’s Day. Conversely, the weekend is traditionally the worst for Valentine’s Day sales because, he says, people are often too busy (or

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U K M A R K E T U P D AT E

Flowers and plants exports from the Netherlands to the UK 2018

2019

2020

2021

2022

2023

€825,962

€854,835

€879,863

€1,103,684

€1,069,027

€992,595

(-1.3%)

(+3.5%)

(+2.9%)

(+25.4%)

(-3.1%)

(-7.1%)

Source: Floridata and VGB

find it tricky to pop to the shops on the quiet) to buy flowers for their loved one(s).

UK FLORISTS: BUY YOUR FLOWERS A DAY EARLIER Caroline Marshall-Foster, the editor of The Florist magazine, adds. “Traditionally, Wednesday is the very best day for Valentine’s.

For florists it means they have the weekend to prep, bring in the first consignments of flowers for the all-important cutting and conditioning process and have a

good run up for sales which are always last minute. There is no reason to think that Valentine's will not be good this year and remember not all flowers that are sold in the UK come through Holland.”

Marshall-Foster reveals that The Florist magazine’s response to B-TOM is to continue to give the same advice to florists that it has been offering them since the day Brexit happened, which is “always buy a day earlier.

Flower quality is more than good

enough, and it also avoids the risks presented by port strikes and storms!” she asserts.

FLOWER FIGURES

Martin Hudson, co-founder and director of UK-based fresh produce and flower importer Flamingo – which supplies cut flowers to the UK’s leading retailers.

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FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

Based on her observations and conversations with wholesalers, growers, and florists across the globe (including the UK), MarshallFoster reports that floristry sales in 2023 were down between 5% and 20% compared to 2022. “We've all seen a drop since Covid. Most people I talk to say the 2023 figures are on a par with 2019, and maybe a little bit up from that. The years 2020, 2021, and, to a great extent, 2022 were not “normal” simply because we had this very weird period of false sales that was phenomenal. We were in a different place in 2023.”

The latest export statistics released

by VGB and Floridata at the start of this year (2024) reflect this narrative. They showed that exports of flowers and plants to the UK increased in 2020 and in 2021.

In 2022, they remained strong but were down slightly compared to 2021. And then, in 2023, they fell by 7.1 per cent - from € 1,069m in 2022 to €993m in 2023. This compares to an overall four per cent decrease in exports from the Netherlands to its key export countries.

Floridata’s manager, Wesley van den Berg, notes that, due to inflation/rising costs of living, consumers in mainland Europe and the UK have been prioritising buying basic items like food over luxury items like flowers and

U K M A R K E T U P D AT E

Caroline MarshallFoster, editor of The Florist magazine, says that traditional florists have recently enjoyed a slight resurgence as – following the pandemic – consumers have wanted to go back to the experientialtype shop where they can enjoy “smelling the flowers”.

plants. And whilst the exact export figures for cut flowers and plants are not available (as not all traders are sharing their data), he reveals that “plants are doing better than flowers” – plants were down by three per cent and flowers down by five per cent.

As yet, there are no statistics available for 2023, but data from the UK’s Defra* reveal that the value of cut flowers imported into the UK (from the Netherlands and all over the world) in 2022 was £705m (compared to £693.5m in 2021).**

RETAIL TRENDS The latest statistics from VGB/ Floridata revealed that the Netherlands’ exports to the supermarket segment remained the same as the previous year at 32.9 per cent.

However, Van den Berg highlights that the proportion of cut flowers sold in supermarkets is higher in the UK than in other export countries in the Netherlands, such as Germany and France.

Hudson says that this is a trend that he can see continuing in the UK. “Florists have been a little bit in decline, and the UK’s major

supermarkets represent a large share of the cut-flower and horticulture market.”

He highlights that these large retailers have worked hard – and closely with growers – to define their quality and expectations.

“And if they’ve taken a bigger share, that’s obviously leaving a smaller share for the florists.”

He adds: “You look at their [the supermarkets’] flower fixtures and, generally, the quality is very strong – as is the wide range of products they offer and the floor space they’re giving to their eye-catching displays of flowers and plants in their stores.

They’re doing a good job for their shoppers.”

Hudson reports that the supermarkets experienced good growth in horticulture sales last year (2023).

But Marshall-Foster says that, if anything, traditional florists have recently enjoyed a slight resurgence as – following the pandemic – consumers have wanted to go back to the experiential-type shop where they can enjoy “smelling the flowers.”

She also notes that premier

Colin Martin of CK Martin & Son produces 300 hectares of daffodils in Cornwall, Lincolnshire, and Scotland.

florists serving the luxury market are regularly taking orders for 100 red roses or £500 bouquets and the like.

And Hudson notes that online sales of bouquets remain a popular choice from a gifting point of view.

HOMEGROWN AND SEASONAL Hudson also points out how large retailers have successfully recognised the strong demand for seasonal crops such as daffodils (in early spring) and sunflowers (in summer).

Colin Martin of CK Martin & Son produces 300 hectares of daffodils in Cornwall, Lincolnshire, and Scotland. He supplies the flowers to the UK’s supermarkets Asda and Co-op from January until the third week in April. He also exports to Poland and Germany.

(Colin) Martin reports that there continues to be a “good demand” for this seasonal product in the UK. “Everyone is looking for something after Christmas to cheer them up.

Daffodils are a cheap product that brightens up everyone’s day.”

According to the statistics from Defra for 2022, ornamental plants and flowers were worth £1.5 billion – a decrease of 1.5 per cent compared to 2021. However, flowers and bulbs showed a 29 per cent increase in value in 2022 to £165 million.

Furthermore, the latest figures from the UK government’s farming statistics (as published in AIPH’s International Statistics Flowers & Plants) show that 7,100ha of flowers and bulbs were grown in open fields in the UK in 2021 compared to 6,300 ha in 2020.1

* The UK’s Department for Environment, Food, and Rural Affairs **Similarly, The ITC Trade Map 2023 (as published in the AIPH’s International Statistics Flowers & Plants) show that imports of cut flowers and flower buds in 2022 were 837 428 1,000 euros – compared to 714 307 in 2021.

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27

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A D V ER TO R I A L

From base to bloom: Washed & Buffered Cocos and Rokzbastic are the secrets to a successful harvest

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o get the best out of the crop, you need to start with a good base and finish on a high note by boosting flowering and fruiting. This cycle time is vital for a good yield, but it is often underestimated as many cultivators are content to use the same fertiliser throughout the cycle. The result? A harvest far from the plant's true potential.

What is the way to get the best results from start to finish? By choosing a suitable substrate as a base and a good bloom stimulator at the end, like Washed & Buffered Cocos and Rokzbastic.

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Rokzbastic is a flowering and ripening stimulator composed of a cocktail of minerals such as phosphorus, potassium, and iron, among other essential trace elements, and plant extracts that act as biostimulants. Thanks to its high concentration

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Want to know more?

Visit atami.com, or check out our social media!

You may already know our new coco substrate from other editions, but if not, Washed & Buffered Cocos is a substrate composed of 100% premium quality washed and buffered coco fibre. It is not pre-fertilised and guarantees an extremely low electrical conductivity (EC), which is an advantage when customising nutrition. But the benefits don't stop there; coco fibre is becoming increasingly popular among cultivators as it has the ideal properties to be the basis of a successful crop. Its excellent water retention capacity, while maintaining aeration, is perfect for avoiding waterlogging and achieving good root development.

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Green City Post

What will the green cities of the future look like?

In partnership with the Global Youth Biodiversity Network (GYBN), AIPH is proud to unveil the 15 members of the Youth Jury who will select the shortlist and winner of the first AIPH

AUTHOR: TIMOTHY B L ATCH

Youth Award from the 21 Finalists in the AIPH World Green City Awards 2024.

F

ollowing the call for applications for the Youth Jury in September 2023, an impressive number of applicants between the ages of 18 and 35 years old volunteered to take part in the exciting process. A Steering Group, comprising members of AIPH, GYBN, and external partners was established to review and assess the applications received and undertake the task of selecting a shortlist of applicants and ultimately the final list of Youth Jury members, which is proudly presented here: https://aiph.org/green-city/ green-city-awards/youth-jury/ “The implementation of the very first AIPH Youth Award demonstrates how AIPH is integrating the voice of the global youth constituency into the AIPH World Green City Awards,” says Dr Audrey Timm, Technical Initiatives Manager, AIPH. “Young people play a critical role in shaping greener cities of the

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FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

future, and we are so pleased to be working with GYBN and the members of the Youth Jury to recognise and celebrate city-led action where the needs and aspirations of the youth are front and centre.”

The Youth Jury boasts members from around the world, representing young people from all regions and continents. The AIPH Youth Award is set to inspire the next generation to actively participate in the global green city movement by enabling stronger connections between cities and their youth populations. The 2024 Youth Jury plays a crucial role in shaping the first AIPH Youth Award, whose legacy is envisioned to be carried through as a central component of future editions of the AIPH World Green City Awards.

“The AIPH and GYBN collaboration for the inaugural AIPH Youth Award marks a significant milestone and highlights AIPH’s dedication to prioritizing youth

G R EEN C I T Y P L A N T P R O F I L E

? Ask the youth of today voices. Acknowledging the dreams and aspirations of young individuals for their ideal cities, this partnership signifies a profound commitment to recognising the present and future role of youth. The establishment of an award driven by their needs and aspirations stands as a substantial acknowledgment of their crucial influence in shaping the urban landscape. We are thrilled to be partnering with AIPH!”- Ms. Sudha Kottillil, GYBN Team and GYBN India Chapter Co-Ordinator Members of the Youth Jury will independently review and assess entries from the 21 Finalists in the AIPH World Green City Awards 2024 against a set of criteria which has been developed by GYBN in consultation with shortlisted applicants for the AIPH Youth Jury. Following subsequent discussions, the Youth Jury will select a shortlist of three entries and the winner of the AIPH Youth Award: the top entry most likely to inspire the youth and fulfil their needs for a secure, healthy future. The shortlisted cities for the AIPH Youth Award will each receive a certificate at the Awards ceremony, where the winner of the AIPH Youth Award will be publicly announced, alongside the 7 category winners and the Grand winner of the AIPH World Green City Awards 2024.

As a member of the Steering Group, I extend a warm welcome to the Youth Jury, who will play a crucial role in supporting the upcoming selection process and eagerly anticipate their insights as we approach the announcement of the winner of the AIPH Youth Award. Together, we look forward to championing innovation and sustainability in city design.”- Ms. Frydda Sandoval, Project Coordinator, Green Cities Foundation and member of the AIPH Youth Award Steering Group AIPH recently announced that the Awards ceremony for the AIPH World Green City Awards will take the form of a dedicated gala dinner, set to be hosted on 25th September 2024 in the City of Utrecht, Netherlands, as part of the official program of the first Future Green City World Congress. You can read the Press Release here.

This announcement of the Youth Jury comes at an exciting time in the 2024 edition of the AIPH World Green City Awards. With the 21 Finalists set to be revealed in March 2024, AIPH, GYBN, and partners are thrilled to be collaborating to showcase how urban greening initiatives can have a transformative impact for both current and future generations.

For more information, visit www.aiph.org/green-city/ green-city-awards/

ASTRANTIA (MASTERWORT) Martin Deasy is a UK-based horticulturist and landscape designer.

“Astrantia is one of several umbellifers (see also Eryngium) with ornamental bracts, a feature that offers significant added value in urban contexts: tougher and more membranous than flower petals, bracts are more durable and give a longer display in demanding city conditions.

Astrantia “flowers” are actually inflorescences consisting of a rosette of coloured bracts (involucre) above which sits a compound head of many tiny individual florets, the whole inflorescence resembling a fuzzy pincushion.

The cultivars—complex hybrids of A. major and A. maxima — range from deep burgundy purple through red to pale pink and white, often attractively tinted with green. Some varieties also have coloured stems (‘Claret’ and ‘Hadspen Blood’).

The flowers are held on sturdy stems above clumps of lobed, glossy basal foliage, which remains attractive throughout the season. Flowering begins in spring (May) and continues throughout the summer.

Native to woodland edges and meadows in Europe and the Caucasus, Astrantia is happiest in dappled shade on retentive soil (including clay), but it also thrives in open positions, provided the soil is not bone dry — this makes it an excellent candidate for mixed plantings in urban swales.

Given sufficient moisture, Astrantia is a remarkably tolerant genus, able to perform in a variety of conditions on either side of its ideal environment.

Plants are long-lived in situ: clumps gently expand by stolons, and some cultivars self-seed (and cross-fertilise), so if predictability is desired, it may be worth specifying sterile forms — these generally last longer in flower, as well as repeat-flowering without being cut back.

Among sterile varieties, the pink-white ‘Buckland’ offers extended flowering, while Piet Oudolf's vigorous mid-pink selection ‘Roma’ is deservedly one of his signature plants.

Netherlands-based breeder Future Plants continues to release new varieties, including the sterile selections ‘Pisa’ (white flowers, floriferous, 60cm) and ‘Capri’ (striking deep pink, 70cm).”

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A I P H I G OT Y 2024

2024

Greenwood Plants, UK, wins AIPH International Grower of the Year 2024 Greenwood Plants, a UK wholesale nursery, was awarded the title of International Grower of the

AUTHOR: HANNAH PINNELLS

Year (IGOTY) 2024 by the International Association of Horticultural Producers (AIPH).

IGOTY 2024 GOLD ROSE WINNER FINISHED PLANTS AND TREES WINNER SUSTAINABILITY WINNER

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FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

T

he coveted ‘Gold Rose’ award was presented to Greenwood Plants

by AIPH President Leonardo Capitanio at the AIPH IGOTY Awards Ceremony 2024 on Tuesday 23 January 2024 at IPM Essen, Germany.

Founded in 2009 with the support of FloraCulture International, the AIPH IGOTY Awards recognise best practices in horticulture by the top ornamental production nurseries from around the globe, celebrating the expertise and energy they give to horticulture.

Greenwood Plants is a landscape supply nursery which specialises in the new build property, commercial, and infrastructure sectors. With over 100 acres, it produces around six million plants a year across its six nursery sites. In 2023, the company was awarded the HTA Peat-free Grower of the Year due to its commitment to sustainability.

“The team will be so delighted to have won this award,” said

Melanie Asker, Managing Director of Greenwood Plants. “They’ve been really excited and it’s an absolute credit to their hard work. It’s a great accolade and the support that we’ve had from across the industry in the UK has been amazing, so it’s something everyone can be proud of.”

Also celebrating the best of the best in ornamentals production, is the Young IGOTY category. It recognises the vibrant individuals aged 25-40 who will lead the industry into the future. Entrants were participants in Jungle Talks’ Pro Manager Mastercourse. The YIGOTY was, won by Colin Fernandes, Trial Site Coordinator for Marginpar, Kenya.

“It feels absolutely amazing to have won this award,” Colin said.

“I couldn’t have done it without my team. It’s a great stepping stone that will help me in the future to come.”

Want to become next year's winner? Enter IGOTY 2025 today, at www.aiph.org/events/igoty/

YIGOTY 2024 WINNER A I P H I G OT Y 2024

IGOTY 2024 category winners are: International Grower of the Year 2024 Gold Rose Award Winner: Greenwood Plants (UK) Young International Grower of the Year Winner: Colin Fernandes (Kenya) Finalist: Tomasz Dźwigoń (Poland) Finalist: Zhuoer Fang (China) Cut Flowers and Bulbs Winner: Beyond Chrysant (Netherlands) Finalist: Yunnan Yunxiu Flower Co. Ltd. (China)

CUT FLOWERS & BULB WINNER

Young Plants Winner: Sjaak van Schie (Netherlands) Finalist: Guangzhou Flower Research Center (China) Finalist: Yunnan Shining Flora Co., Ltd. (China) Finished Plants and Trees Winner: Greenwood Plants (UK) Finalist: Huverba BV (Netherlands) Finalist: Kwekerij Dirk Mermans (Belgium) Sustainability Winner: Greenwood Plants (UK) Finalist: Beyond Chrysant (Netherlands) Finalist: Fitoralia (Spain) Finalist: Kwekerij Dirk Mermans (Belgium)

PROUD SPONSORS

Host Sponsor

YOUNG PLANTS WINNER Sapphire Sponsor

Pearl Sponsors

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Floramor’s Azalea collection.

Royal FloraHoland’s Midwinter Plant Fair, held between 10 and 11 January 2024, featured nearly a hundred plant exhibitors spread across one hall at Royal FloraHolland Aalsmeer. Growers say market volatility hits demand for new orders, while particularly bedding plant growers agree that midwinter is an exercise in waiting. By the time the first balmy temperatures and warmer weather arrive, the darkest days of winter will be long forgotten.

FLOR ACULTURE INTERNATIONAL FEBRUARY 2024

AUTHORS: WILMA VAN VEL ZEN AND RON VAN DER PLOEG

MIDWINTER PLANT FAIR

E X P O -S U R E

T

rue to tradition, Royal FloraHolland’s Midwinter Plant Fair kickstarts the year of the green industry in Europe with exhibitors and attendees enjoying an extensive range of houseplants, bedding and patio plants, plus the old-fashioned ‘Dutch oliebollen’, aka Dutch Doughnuts and coffee. Day one also included Orchid Plaza, featuring the cream of the Dutch orchid growers and their diverse portfolio.

For many growers, quality faceto-face time, genuine connection, the opportunity to gauge the mood among customers, and less hasty meetings are the most important factors for participating in this event. One exhibitor put it this way,

“At this fair, there are no packed aisles and overcrowded stands as seen at Trade Fair Aalsmeer in November. This is a fair where you can meet your customers in a relatively short time without having a feeling of too hasty meetings afterwards.”

The Midwinter Fair’s aim is to help green professionals build long-term business relationships, but it is also about on-the-day sales and order writing.

Its timing is perfect because the event coincides with January’s boom in houseplant sales, while consumers are craving the first faint scent of spring and longing for some colours in their homes and gardens. Buyers enjoyed browsing lush and tall tropical foliage plants,

E X P O -S U R E

flowering pot plants, plus a wide range of bedding and patio plants offering plenty of inspiration to start the new year.

At the same time, the Midwinter Plant Fair capitalised on the popularity of sustainability, with growers willing to take initiatives to reduce emissions but also feel they are not always rightly awarded for their efforts.

At the height of winter, potted bulbs and patio plants such as Helleborus for indoors and colourful Bromeliads, potted Calla and Kalanchoe for indoors reigned supreme.

Bink Uittenbroek from SV.CO from De Lier showcased beautiful planters for Easter sales, filled with Kalanchoe in an explosion of colours and a new two-toned Kalanchoe IceCream® in cream and brown hues.

John Grootscholten from Gebr.

Grootscholten in Kwintsheul occupied pride of place with his Sweet Kisses stand. Sweet Kisses is the brand name for a range of indoor Primroses in different colours and boasting a 30-day shelf life. Sweet Kisses growers include AmmerlaanSosef, Berkhout Plants, Gevers Planten, Loos Plants, SC.CO and Gebr. Grootscholten. Each of them grow the plants in pots ranging between 9-14cm. John Grootscholten commented, “This long-flowering primrose is primine-free and, as such, does not cause skin irritation. Sweet Kisses primrose is packed in a recognisable sleeve featuring the Sweet Kisses® brand name.

Production of these primroses is mostly targeting retail stores in Germany and France.”

A visit to the stand of Van Schie from Honselersdijk showed how potted lilies and potted chrysanthemums continue to be a favourite among consumers. The company displayed a collection of double-flowered Roselily and several beautifully coloured Asiatics and Orientals.

Among its showstoppers were the potted oriental Souvenir in white and pink, plus four new Anemone Chrysanthemums with spoonshaped petals.

From top to bottom: i) Stolk Flora is a tried and trusted supplier of premium Phalaenopsis.

Sales manager Manon Greeve proudly presents the company’s line of fragrant orchids, easily recognisable by its orange sleeve and logo. ii) Michel van Kester of Van Schie modelling potted lilies. (iii) Mondo Verde is a trusted supplier of tropical foliage plants. (iv) Bink Uittenbroek from SV.CO. presented Kalanchoe planters are targeting upcoming Easter sales.

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31st International Trade Fair for Plants, Horticultural Technology and Landscape Architecture

GREEN IS LIFE

Nurseries, the heart of the fair, has been connecting the whole green industry for over 30 years!

E E DAT 24 H T E V SA R 20 TEMBE P E S 5-7 AW WARS

This is where business, passion and art meet, which gives great results.

The fair is the forum for exchanging information, knowledge, experiences and establishing contacts.

Take advantage of the potential of trade fair meetings and book a stand at the promotional First Minute price – www.greenislife.pl, mail: info@greenislife.pl; phone no: +48 501 713 593.

recommendation

E X P O -S U R E

Van Schie’s account manager, Michel van Kester, says the company grows approximately 2.5 million pot lilies and a million pot chrysanthemums per year.

“We supply the UK and French market year-round while selling more seasonally in Germany and Eastern Europe. For Valentine’s Day, plants come with romantic pointof-purchase material, including bags, pots, and labels. Added-value, in essence, is the magical word regarding every flower-giving holiday.”

Mondo Verde from Rijsenhout showcased a wide range of Ficus microcarpa, Pachira and Clusia, while Air So Pure focused its presentation on its 'A World of Wellbeing’ brand story launched one year ago. Air So Pure brand manager Ronald van Schie said that air-purifying properties of green plants are increasingly emerging in scientific research and campaigns, such as the 'Plant in the Classroom' project. “Air So Pure has been making a difference since its inception in 2007 with its collection of green plants with these properties and thus contributes to a healthy living environment at school, at home, in the office and in public spaces. An extra bonus is to announce new additions to the Air So Pure collection at a fair like the Midwinter Plant Fair.”

Flor Amor’s stand was lavishly decked out with Azaleas and Clivias. “It’s a shame”, according to salesman Christoph Stevens, that there are only a handful of Azalea growers left in the Netherlands.

Stevens says, “More generally speaking, it is not easy to convince consumers about the beauty of this great product despite all the innovations in Azaleas. The new range consists of many new varieties that do not drop brown bracts. Flowers come in bold colours; once in full bloom, the plant is a sea of blooms. A portion of plants is clipped in different shapes, and for greater consumer recognition, we add colourful labels to each plant, with plenty of information about sustainability, the product itself and care. The QR code provides additional product information. We promote our Clivia

From top to bottom: i) Christoph Stevens of Flor Amor.

(II) Air So Pure’s Ronald van Schie. (iii) Sweet Kisses, bred

by Schoneveld Breeding, is the brand name for a range of primine-free Primroses in different colours and boasting a 30-day shelf life.

collection in the same way.”

On the opening day of the Midwinter Plant Fair, Orchid Plaza was wellattended and offered a surprising and diverse range of Cymbidium, Phalaenopsis, and Dendrobium.

Catering for the higher end of the market are Multiflora Phalaenopsis.

Patrick van der Arend showed the latest collection of Pannekoek Orchids from Berkel and Rodenrijs, which is a specialist in the cultivation of this small-flowered and compact Phalaenopsis.

The stand of Stolk Flora featured

a collection of large-flowered Phalaenopsis, including several unusual varieties. Sales manager Manon Greeve explained that Phalaenopsis Parfum spreads a heavenly fragrance. “For optimum joy of the sense, weather conditions must be pretty sunny with a temperature of approximately 20°C. This is indicated on the cover with a logo depicting a sun, thermometer, and nose. The Phalaenopsis in the pink sleeve is a novelty from the Symphony collection that stands for premium quality.”

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S AV E T H E D AT E

F E B R U A R Y 2 0 24

OPEN UNTIL 28 MARCH 2024. QATAR AIPH-approved A Category World Horticultural Expo 2023 in Doha Qatar. www.dohaexpo2023.gov.qa

6-7. NETHERLANDS Plantarium Groen-Direkt Spring Edition at the International Trade Center, Hazerswoude/ Boskoop, Netherlands.

AIPH-approved D Category International Horticultural Trade Show. www.plantariumgroendirekt.nl

7-9. GERMANY Fruit Logistica Berlin. www.fruitlogistica.de

21-23. ITALY MyPlant&Garden at Fiera Milano Rho. AIPH-approved D Category International Horticultural Trade Show. www.myplantgarden.com

24 FEBRUARY-10 MARCH. CHINESE TAIPEI 20th Taiwan International Orchid Show (TIOS) at the International Convention Centre in Tainan (ICC). www.woc23.com

25 FEBRUARY-5 MARCH. FRANCE The 60th Salon International d’Agriculture (SIA) at the Paris Expo Porte de Versailles. www.salon-agriculture.com

22-23. PORTUGAL Lusoflora at the CNEMA convention centre in Santarém. www.lusoflora.pt M A R C H 2 0 24

1-4. CHINESE TAIPEI World Orchid Conference at the Waipu Expo Site of Taichung World Flora Exposition, Taichung City. ww.woc23.com

3-7. QATAR AIPH Spring Meeting alongside the World Horticultural Expo 2023, Doha, Qatar. www.aiph.org/event/springmeeting-2024

5. BELGIUM

24-25. NORWAY

11-14. NETHERLANDS

Florall is Belgium’s leading horticultural trade show at Waregem Expo. www.florall.be

European Photonics Industry Consortium - EPIC meeting focusing on the latest advancements in photonics www.epic-assoc.com/events

FlowerTrials Open House event for the pot and bedding plant industry. www.flowertrials.com

26 APRIL – 28 OCTOBER. CHINA

HTA National Plant Show at NAEC Stoneleigh. www.hta.org.uk/nationalplant-show

8-10. USA Santa Barbara International Orchid Show, Earl Warren Showgrounds, California. www.sborchidshow.com

12-14. MEXICO GreenTech Americas.

Querétaro Centro de Congresos, México. www.greentech.nl/americas

AIPH-approved B Category 2024 Chengdu International Horticultural Exhibition. www.cdhortiexpo2024.com

17-26. FRANCE

The Floradania Trade Fair aka Handelspladsen in Odense. www.floradania.dk

13-15.NETHERLANDS

21-25. UK

Tulip Trade Event. www.tuliptradeevent.nl

RHS Chelsea Flower Show. www.rhs.org.uk

13-15.VIETNAM

23-25. CHINA

Hortex Vietnam at the Saigon Exhibition and Convention Center, Ho Chi Minh City. www.hortex-vietnam.com

HortiflorExpo IPM Beijing at the new China International Exhibition Centre. www.hortiflorexpo-ipm-china

19-21. ZIMBABWE HortiFlor Zimbabwe at Harare’s International Convention Centre. www.hortiflorzimbabwe.org

J U N E 2 0 24

4-6. KENYA Iftex at Nairobi’s Oshwal Centre. www.hppexhibitions.com

20-23. ETHIOPIA

4-7. NETHERLANDS

HortiFlora Expo at the Millennium Hall in Addis Ababa. www.hppexhibitions.com/hfe/

Dutch Lily Days. www.dutchlilydays.nl

20-24. USA

Biopesticides Europe 2024 in Barcelona. www.wplgroup.com/aci/event/ biopesticides-europe

California Trials. www.growertalks.com/ CaliforniaTrials

21 MARCH- 12 MAY. NETHERLANDS

5-6. SPAIN

5-7. USA

Keukenhof, the world’s largest spring gardens in Lisse. www.keukenhof.nl

Floriexpo at the Broward County Convention Center, Fort Lauderdale, Florida. www.floriexpo.com

A P R I L 2 0 24

11-13. NETHERLANDS

15-19. MOROCCO CIOPORA Annual General Meeting will take place in the vibrant city of Marrakech. www.ciopora.org/agm-2024

J U LY 2 0 24

29 JULY-1 AUGUST. USA M AY 2 0 24

Floralies International Nantes at La Chabotterie en Vendée.

AIPH-approved C Category International Horticultural Show. www.comite-des-floralies.com

13-14. DENMARK

19-20. UK

GreenTech Amsterdam, celebrating greenhouse horticulture’s thriving tech.

AIPH-approved D Category International Horticultural Trade Show. www.greentech.nl

Perennial Plant Association National Symposium at the Embassy Suites Asheville Downtown, Asheville, North Carolina. www.perennialplant.org A U G U S T 2 0 24

4-9. CHINA International Peat Congress in Taizhou, Zhejiang Province. www.ipc2024.com

7-8. USA The Nursery Landscape Expo at the Henry B. Gonzalez Convention Center, San Antonio, Texas. www.nurserylandscapeexpo.org

14-15. DENMARK The Floradania Trade Fair aka Handelspladsen in Odense. www.floradania.dk

21-22. NETHERLANDS Plantarium Groen-Direkt Autumn Edition at the International Trade Center, Hazerswoude/Boskoop, Netherlands. AIPH-approved D Category International Horticultural Trade Show. www.plantariumgroendirekt.nl

21-23. USA Farwest Show at the Oregon Convention Center, Portland, Oregon. www.farwestshow.com

25-31. CANADA 64th International Garden Centre Congress in Québec. www.igca24.ca/registration

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39

ENTER IGOTY 2025!

2025 Scan for entry details

Established in 2009, the AIPH International Grower of the Year (IGOTY) Awards celebrate best practice and recognise the top ornamentals producers in the industry.

„

Personally, this is a highlight of my career and makes me so proud to be named IGOTY 2023 among such a prestigious group of companies. For BTN, this award validates the hard work that our team has been doing and motivates them to push further.

Jeff Olsen, CEO of Brookdale Treeland Nurseries Ltd, International Grower of the Year 2023

„

S AV E T H E D AT E

S E P T E M B E R 2 0 24

5-7. POLAND 31st Green Is Life, Expo XXI, Warsaw. AIPH-approved D Category International Horticultural Trade Show. www.zielentozycie.pl

5-7.POLAND The 76th AIPH Annual Congress will take place between at the AIPH-approved International Horticultural Trade Show: Green is Life, Expo XXI, Warsaw. www.aiph.org/events

10-12. UK GLEE at the NEC in Birmingham. www.gleebirmingham.com

18. POLAND Fresh Market at MCC Mazurkas Conference Centre, Warsaw. www.freshmarket.eu

25-27. ITALY Flormart at Fiera di Padova in Padua. www.flormart.it

I TA LY

Anticipation is building for Italy’s premier horticultural trade show

O C T O B E R 2 0 24

1-3. SPAIN Iberflora at Feria Valencias. www.iberflora.feriavalencia. com

2-4. NETHERLANDS GrootGroenPlus at Zundert’s at Treeport Rijsbergen/Zundert. www.grootgroenplus.nl

17-19. USA Global Produce & Floral Show, Atlanta. www.freshproduce.com

21-23. SWITZERLAND The 19th Annual Biocontrol Industry Meeting. www.abim.ch

The 8th edition of Italy’s most influential commercial ornamental horticulture event, Myplant&Garden will take place in Milan between 21-23 February 2024, building on last year’s success when it featured 655 exhibitors, and 23,000 attendees on a show floor spanning 45,000m�.

Green professionals will again experience a state-of-the-art showcase of flowers, houseplants, annuals, trees, shrubs, agtech, machinery, and everything in between.

The ‘Natural Evolution’ themed Myplant&Garden 2024 show promises to be packed with new ideas, novelty plants and information with a strong focus on biodiversity, sustainability, and the commercial production of ornamental plants.

The organisers have segmented the exhibit halls into eight main categories to enable buyers to shop for products and services efficiently. The product areas are home to nursery stock, cut

flowers, home décor, pots and containers, machinery, garden maintenance, landscaping, and services.

Set to be a popular attraction for attendees, the Garden Centre Experience pavilion will feature new trends and merchandising concepts for the garden retail industry. The show’s novelty showcase is dedicated to novelty flowers and plants and is closely linked to the Myplant&Garden Awards. Set to attract huge crowds is a purpose-built wedding pavilion.

For more information, visit www.myplantgarden.com

25-27. INDIA The 17th International Flora Expo and 17th International Landscape and Gardening Expo are at Mumbai’s NESCO convention centre. www.floraexpo.com

N O V E M B E R 2 0 24

5-7.NETHERLANDS Trade Fair Aalsmeer at the Royal FloraHolland flower auction in Aalsmeer. www.tradefairaalsmeer. royalfloraholland.com

6-8. NETHERLANDS IFTF at Expo Greater Amsterdam. www.hpp.nl

D E C E M B E R 2 0 24

9-12. USA Great Lakes EXPO at the DeVos Place Convention Center, Grand Rapids, Michigan. www.glexpo.com

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