THE GREAT CHRYSANTHEMUM CREATORS

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Influencing Change in a Digital World

Would you like to understand more about the digital changes happening in the the Ornamental Horticulture industry? ‘Influencing Change in a Digital World’ is the theme for our second AIPH’s World Ornamental Horticulture Summit. It will take place at the Expo Floriade in Almere Amsterdam in the Netherlands on Wednesday, 28th September 2022, as part of the 74th AIPH Annual Congress, and we and our Gold Sponsor, Royal FloraHolland, invite you to participate in the discussions on:

• How new media and digital marketing can drive sales;

• How social media can influence the supply chain.

• How the industry can prepare for a new world of consumer power. There will be experts from inside and outside the industry who have advised huge international companies on how to harness the power of digital and social media.

Keynote speaker Domingo Iudice, CEO of Brainpull Digital Agency in Italy, will give a talk on ‘Marketing in the digital era’. In this talk, he will explore how digital communications and technology can create value and increase profitability, finding new ways to sell B2B and influence the end consumer. This dynamic and interactive presentation will inspire the industry with a glimpse of the future Digital media has shaken up the traditional communications line from breeder to the grower to retailer to consumer. With consumers having more visibility and access to information throughout the supply chain, new opportunities exist to create and market offerings. This session will focus on how social media, influencer marketing, and websites can grow the industry by connecting with consumers and offering them an enjoyable and successful experience.

Consumer influencers like Daryl Chang from the ‘House Plant Journal’ in the USA, and Michael Perry, aka ‘Mr Plant Geek’ in the UK, will talk about how the industry can connect with influencers to drive the change. Industry influencers such as Justin Hancock, responsible for brand marketing at Costa Farms, one of the largest plant producers in the world, based in Miami, Florida, will give a presentation titled: ‘Connecting the dots between breeders, growers, retailers, and home gardeners.’

Additionally, we’ll see what the future holds for large companies as we have an industry leaders panel, including the CEO of Dutch flower group Jan Van Dam and the CEO of Royal FloraHolland, Steven van Schilfgaarde. Tosca Ferber will join the discussion; she is in charge of all Technology Development and Technology Application for the complete Dümmen Orange portfolio. And Marco van der Sar, chairman of growers cooperative Unicum Freesia and interim manager at Modiform.

With this Summit, we are attempting to see how the digital world will change the ornamental horticulture industry. How will we market our products in 2032, how will we interact with customers, and what can we do now to ensure our products have their rightful place in the lives of today’s and tomorrow’s customers?

Reserve your place for ‘Influencing Change in a Digital World’ at the second AIPH World Ornamental Horticulture Summit on Wednesday, 28th September 2022. Visit www.aiph.org

AIPH Secretary General: Tim Briercliffe

COVER STORY

23 THE GREAT CHRYSANTHEMUM CREATORS

Creating a commercial Chrysanthemum variety is complex and multifaceted.

FEATURES

15 COLOMBIA

Asocolflores host its inaugural Floriculture Congress in Cartagena.

20 SHIFTING FROM THE SKY TO THE OCEAN

What is needed for maritime flower forwarding in Kenya?

2 8 IRELAND

A host of golden daffodils.

34 AUSTRALIA

Native plant exporter WAFEX celebrates 30 years in business

38 CERTIFICATION

There is method is in the ‘madness’ of metrics.

41 POLAND

Mass market floral trading in Poland the facts and figures.

42 WANTABLE WAXFLOWERS BY ARNELIA

From add-on to primary cut flower crop

VOICES

FROM THE PUBLISHER

ARE THE CONSUMERS UP TO ONLINE?

EVERY

FloraCulture International (FCI) is an independent trade magazine with the largest circulation for a world publication of its kind. FCI is published for the ornamental horticulture industry by the International Association of Horticultural Producers (AIPH). It is published 11 times per year worldwide. Editorial Team: Rachel Anderson, Timothy Blatch, Tim Briercliffe, Cassie Erseg, Domingo Iudice, Darragh McCullough, Marta Pizano, Ron van der Ploeg, Karen Tambayong, Rachel Wakefield Contact: info@floracultureinternational.com. Address: FloraCulture International, Horticulture House, Chilton, Didcot, Oxfordshire, OX11 0RN, United Kingdom. Editor: Ron van der Ploeg, ron@floracultureinternational.com Worldwide Advertising Office: Angie Duffree, angie@floracultureinternational.com T. +31 6 403 277 35. Magazine designer: Rachel Wakefield. Cover image: Photo by Bianca Fenne. AIPH ©2022 FloraCulture International magazine. All rights reserved. Publisher is not liable for the content of the advertisements. Photographs by permission of copyright owners.

Floridata/VGB half-yearly figures confirm sluggish performance by Dutch flower and plant exporters

Shipments of Dutch flower and plant exports had a difficult first half of the year, according to new figures released by the Dutch Association of Wholesalers in Floricultural Products (VGB) and market analyst Floridata.

The latest figures confirmed the sluggish performance of the Dutch in the first half of the year, according to VGB director Matthijs Mesken, who said they showed that the industry was struggling to maintain exports in uncertain times.

Overall export revenues remained steady, with Dutch global flower and plant exports worth a record €4.1 billion to the Dutch economy

but showing a meagre growth of one per cent.

In terms of the total value of exports, cut flowers fared better than plants.

After two years of postponed and cancelled weddings and celebratory events, this industry segment is now rebounding. Flower exports grew in the first six months, raising three per cent to €2.5 billion.

By contrast, the export of

plants contracted by three per cent to €1.6billion.

More country-specific data show that the total value of flower and plant exports to Poland in the first six months of 2022 amounted to €228 million, 6.1 per cent up to the same period last year. Separate figures for the value of exports in June 2022 show that cut flowers in June were five per cent ahead of the same period last year to €320 million. Meanwhile, plants realised a dramatic 21 per cent drop to €217 million. Altogether, the Dutch global flower and plant exports contracted by seven per cent in June 2022 to €537 million. In a comment on the figures, VGB’s chief executive Matthijs Mesken said the industry’s performance over the past few months has been sluggish.

“Shipments to France

POLAND

and Belgium are down on the same period in 2021.

Exporters have worker shortages, while transport expenses work through the floral supply chain.

Inflation continues to impact consumer spending, and the skyrocketing energy prices create a dark cloud for the industry.”

Inflation forces consumers

Taking the pulse of Poland’s ornamental horticulture at 29th Green is Life show

The Polish Nurserymen Association and Agencja Promocji Zieleni announce the 29th edition of Green is Life and its satellite Flower Expo Polska show, set to take place between 1-3 September 2022. The organisers have decided that this year’s slogan will be ‘Naturally’.

HTA Conference experts share 2030 industry insights

A host of experts, including horticulture industry speakers and British explorer, journalist and TV presenter Simon Reeves are set to share their insights on how the horticultural industry could look by 2030 at the Horticultural Trade Association’s (HTA) annual conference.

Horticulture, the Conference will scan the horizon for future trends and present the challenges and opportunities facing the UK’s horticulture industry. The conference will explore areas such as the retail revolution, consumer insights, what garden design will look like nationally and globally, and how automation, artificial intelligence and the metaverse could change our world.

The 2022 conference takes place at The International Convention Centre, Birmingham, on Wednesday, 14 September.

For more information and tickets, visit https://hta.org.uk/ horticulture-the-conference.

True to tradition, the Green is Life/Flower Expo Poland show will be staged at Warsaw’s EXPO XXI Warszawa convention centre.

The three-day event – with a strong focus on nursery stock – will welcome more than 126 exhibitors from nine countries. The event’s first two days are open to industry professionals only; on the last day, the show is open to the public.

One highlight of the show is the Green is Life Novelty Contest. This year, growers have submitted more than 30 new cultivars for evaluation by a panel of expert judges. Contestants will battle it out to win Green is Life’s prestigious

gold, silver, or bronze medal. Building on last year’s success is Studio Green is Life which will be back this year.

Live streaming from Green is Life allows the event organisers to introduce products and services to a much larger audience.

Green is Life’s top-notch educational programme will allow visitors to exchange ideas and research findings.

The Knowledge for Trade and Producers seminar on 1 September will look at contemporary business models. The Green City Conference is set for 2 September and targets landscape architects, contractors, and municipal

UNITED KINGDOM

to ask if they can live without flowers and plants. Mesken concludes, “Uncertainty will be shaping our future, which is why we have concerns about the second half of the year.”

Watch the FloraFlits video for more information on the performance of Dutch flower and plant exporters over the first six months of 2022. FloraFlits is a production of VGB and Floridata.

WHAT ARE THE CONSUMERS UP TO ONLINE?

Domingo Iudice is founder of BrainPull – a digital marketing agency based in Italy. He is the keynote speaker at AIPH World Ornamental Horticultural Summit, on Wednesday, 28 September. His presentation will be on ‘Marketing in the digital era’, where he will explore how digital communications and technology can create value and increase profitability, by finding new ways to sell to B2B and influence the end consumer.

FloraCulture International sought a glimpse of inspiration about our industry’s digital future by asking Domingo a few searching questions.

How do you see the planet in 2030 - will we reach the United Nation’s 17 Sustainable Development Goals?

“Despite the ambitious global goal, it will be tough to reach such demanding targets. As a marketing advisor, I would instead like to focus on what consumers will do.

Pandemics and war have changed life’s perspective. Moreover, increasing smartphone and social network usage will strongly influence the connection between nations and cultures, inspiring populations and consumers.

I firmly believe that three factors drive consumers that I consider are the dimension of the ‘new richness’ of life.

Wellness and health. Life expectations will be considered a vital variable in everyday life motivation: people will have average life expectations closer to 100 years with greater attention to appearance, beauty, and work-life balance.

officials. The conference’s special keynote speaker is Martha Schwartz. This world-famous American landscape architect and an ardent campaigner for the use of greenery as a mitigating factor for climate change will talk about ‘Cities of the future and the urban landscape.’

One of the driving forces behind industry growth is the Polish Nurserymen Association which organises the Green is Life and, since 2016, the Flower Expo Poland show.

In the pre-corona year 2019, nearly 300 exhibitors from 10 countries and 17,000 attendees from 36 countries participated. For more information, visit www.greenislife.pl

Likewise, people’s choices of work careers, places of living, and everyday routine will be chosen in how they impact health and wellness: related servicessuch as medical, prevention, and wellness services - these will rise fast.

Travel and experience. A wired world would not be enough: an experienced world will be worth more. Enhancing your ‘self-being’ with sharable experiences will be considered a critical factor in self-motivation and satisfaction.

Education and studying. Automation and AI will increasingly reduce manual work, pushing humans towards a new set of skills and work parameters primarily based on knowledge. Also, industries usually resistant to innovation (tradings, manufacturings, distributions) will be affected by innovation.

On the other hand, high content consumption and high usage of interfaces could affect the consistency of knowledge, turning into a higher degree of functional ignorance: people will be able to read but not deeply understand, bringing a worrying level of ‘influenceability’ and ‘impressionability’.”

Is the consumer still king/queen?

“Of course, yes: direct-to-consumer, online shopping, and word of mouth will increasingly impact how brands manage their reputation and products or services. On the other hand, a company’s social impact will be considered an impactful variable in purchasing products and services.”

What should the ornamental horticulture industry talk about that would attract consumers?

“Green impact, sensory pleasure, and healthrelated factors should be considered great tools in communicating benefits in the ‘sensibilisation’ of final customers.”

Is the consumer ready to spend more on sustainably grown flowers and plants?

“I say: “yes.””

How can we keep the ’Covid-time’ audience of novice gardeners and flower aficionados on board?

“Technology is the answer: CRM systems will be great tools for keeping the audience active and profitable, helping the horticulture industries cut their communication costs and put more energy into direct marketing and customer care.

A plant by itself is vulnerable to competition.

Excellent service is sustainable and brings customers higher loyalty.”

What does the consumer ‘think’ in terms of knowing about flowers and plants?

“I believe that service, long-life support, and valuable relationships between producers, traders, and consumers is crucial: a direct marketing strategy integrated into a proficient CRM system will allow Horticulture to keep knowledge-nurturing stable and constant.”

Jason Tabor of American breeders network Must Have Perennials.

Planting relations with Must Have Perennials

FCI sat down with Jason Tabor of American breeders network Must Have Perennials to discuss how their plant’s business has grown, identifying the significant issues and his plans for the future.

AUTHOR: RON VAN DER PLOEG.

Must Have Perennials has been connecting breeders and their plants from its Barberton, Ohio, base through its network to experienced propagators, growers and retailers from around the world for 25 years to help bring new perennials to the market.

Extensive trialling of potential introductions takes place at secure locations worldwide in all types of climates and conditions to thoroughly test the merits of each plant over a period of years. Ongoing testing at universities and botanical gardens further documents regional plant performance over time.

The company’s Jason Tabor has a general marketing background across various industries, including some horticultural marketing, before starting with Must Have Perennials (MHP) in early 2020.

In his daily work, he uses social media, e-blasts, and websites to promote the MHP product line. He also champions its industry partners, including the licensee and grower network, perennial breeders, and Independent garden centres. MHP markets to the industry (B2B) and the garden consumer (B2C).

FloraCulture International: The horticulture industry seems like a close-knit family from the outside world. However, every segment of the industry is a world on its own. What attracts you most about the perennials industry?

Jason Tabor: “Our industry helps garden consumers reconnect with nature and beautify their living spaces. There’s a blend of science and artistry there that I find very fulfilling to be a part of. It’s very rewarding to help facilitate plant breeders taking their new discovery or

creation and introducing it to the international garden market. It’s also nice to not be stuck in an office all day, and have the opportunity to get my hands dirty working with plants in our greenhouses and trial gardens.”

How is the business currently going at Must Have Perennials?

“Business has been strong over the past few years. Like many other businesses in the garden industry, we saw steady growth as a result of rekindled interest in gardening during Covid-19. We are pleased to see our industry network expanding and we’re excited about some of our recent variety introductions, as well as some exciting new varieties currently in the pipeline.”

PHOTO:

MHP

Geranium ‘Rozanne’ in hanging basket.

What do you feel is the biggest strength of MHP right now?

“I believe our unique product line sets us apart from our competitors. We work with breeders (large and small) to bring the most garden-worthy perennials to market through extensive testing and trialing. This includes the world’s best-selling perennial: the award-winning Geranium Rozanne.”

What kind of business is MHP?

“We work, essentially, as a breeder agent, partnering with breeders to test and trial potential new introductions, conduct market research, assist with patent protection, and marketing. We are not actively involved in finished plant production, breeding or propagation. We work exclusively through our network of breeders and licensees.”

Can you explain the company’s business model?

“Must Have Perennials works side by side with breeders to protect and market their new varieties as well as connect them to a supply chain through our licensee network. We then assist in royalty collection and our income comes from a profit share.”

This year you celebrate 27 years in business. Your history links to Blooms of Bressingham. Can you elaborate?

“In 2016 Blooms of Bressingham rebranded as Must Have Perennials, launching two new websites MustHavePerennials.com for industry connections and RozanneandFriends.com to support consumers.”

Plant breeders and propagators are your company’s backbone; who are they, what kind of perennials do they focus on, and where are they located?

“We work with all types of breeders, from hobbyists to large breeding companies around the world. We focus on garden worthy varieties that consumers will be successful with. We base our selections on real-world garden performance and we evaluate the garden market to introduce innovative varieties that fill current consumer needs.”

Who are your customers?

“We consider each part of the industry, that we work with to bring our plants to market, to be our customers. This includes breeders, propagators, growers and retail garden centres. We also market to the end-user, the garden consumer, to make them aware of our products and where they can be purchased.”

I guess you work with large commercial breeding companies and small independent breeders. Typically the big ones breed for large-scale plant operations focusing merely on the economic and technical aspects such as yield, plant habit, transportability, crop density, and uniformity. Is this the right environment to present novel plants and new marketing ideas?

“One of the questions we get asked most often by growers is, ‘what do you have that’s new and exciting?’

I think all breeders, large and small, consider the importance of ‘newness’ in their product lines and the demand for innovative new plants throughout the industry. That being said when working with larger breeders we are often able to select items that come out of their breeding, but don’t fit their traditional programme. Everybody wins.”

More than two years have passed since the World Health Organisation declared Covid-19 a pandemic, causing massive disruption to the global flower industry. Where are we now?

“I’m thankful that the perennials industry fared better than many others did during the pandemic. Many people around the world discovered or re-discovered gardening during lockdowns, which generated many new garden customers for the industry. We’re hopeful that signs indicate that the industry is recovering in terms of staffing and production, although there are still supply chain issues that persist. I think most people feel cautiously optimistic about the future.”

What lessons have you learned during the pandemic?

“We’ve learned the importance of flexibility and adapting to changing conditions. Part of that includes reaching customers and consumers where they are, which in the Covid-era meant increasing our online promotional content.”

There is no doubt that Covid-19 re-established the importance of flowers and plants in consumers’ minds. Flower and plant sales worldwide have never been this good, but the pertinent question is: will the habit stick?

“We certainly hope so! It may be a little early to make any long-term predictions about the new garden consumers we saw during Covid, and whether we should expect the market to grow or contract in the near future. However, we feel optimistic that many of these new gardeners will become lifelong customers. It is important to meet the novice gardeners where they are, which is increasingly online. New gardeners are looking for guidance, so it’s important that the industry becomes a resource of information for novices and helps them achieve success in their gardens. People are more likely to stick with gardening if they aren’t

Colorado State University Trials.

frustrated with poor results. We cater to new gardeners with the Rozanne and Friends consumer channel, providing garden tips and tricks to help them become successful.”

Inflation, war, political instability, debt, and skyrocketing energy prices are hardships affecting us all. How would you describe the state of consumer confidence as we speak?

“Historically, consumers tend to tighten their belts and spend less during times of great instability. However, as we saw during Covid, consumer spending increased dramatically in the gardening sector. Currently, rising fuel and food costs are my largest concern, as these have the most impact on consumer discretionary spending. I think that all of these issues you mentioned have consumers paying attention to the news and budgeting accordingly.”

Global research shows how so many consumers know so little about gardening. The lack of knowledge may build a wall of resistance. What strategies and solutions has MHP in mind to give the consumer more confidence when gardening?

“The Rozanne and Friends website and social media are geared toward garden consumers, many of whom may have little gardening knowledge or experience. We use these channels as a resource to answer common gardening questions from consumers and help them become successful. The more easy-to-find information you can put online to help consumers, the more engaged and successful they become in their garden.”

We live in a fast-paced society with ever-changing consumer behaviour; what is hot today is not tomorrow. The average plant variety market life reduces, so breeders’ returns are under pressure. In consequence, breeders may choose not to protect their releases. Can you elaborate?

“It is true. Everyone wants new new new! But we have also found that if you supply the market with a tried-and-true winner they will stand the test of time. Geranium Rozanne is a great example. Protection is a costly endeavor and proper trialing, planning, and marketing are imperative for success.”

Speaking of IP protection, do you feel that novel plants have more protection under the Plant Patent system in the USA than the Plant Breeders’ rights in the EU?

“We utilise one or both types of protection for our varieties depending on the market we think the variety will be most suited for. Lots of planning and thought goes into these decisions. We also work with an international resource that assists us in making sure the protections we invest in are supported.”

Lithodora diffusa ‘White Star’ produces masses of white star-shaped blooms outlined in blue.

HORTICULTURE PRODUCTION IN THE UNITED STATES OF AMERICA

Horticulture production occurred primarily in ten states, which accounted for 66 per cent of all USA horticulture sales in 2019. California ($2.63 billion), Florida ($1.93 billion) and Oregon ($1.02 billion) led the nation in sales.

The top commodities in US horticulture sales in 2019, and compared to 2014, were:

• Nursery stock, $4.55 billion, up seven per cent

• Annual bedding/garden plants, $2.24 billion, down 13 per cent

• Sod, sprigs and plugs, $1.27 billion, up 12 per cent

• Potted flowering plants, $1.2 billion, up 11 per cent

• Potted herbaceous perennials, $923 million, down two per cent

• Propagative horticultural materials, bare-root, and unfinished plant materials, $720 million, up four per cent

• Food crops under protection, $703 million, down 12 per cent

Other key findings from the 2019 Census of Horticultural Specialties report include

• Family- or individually-owned operations made up the largest number of operations, accounting for 52 per cent, but corporately-owned operations accounted for 75 per cent of sales ($10.3 billion).

• It is safe to say that Covid-19 has had a positive effect on the numbers above

In terms of quality, your network of propagators must be tried and trusted? Plant viruses ( Tobacco Rattle Virus, hOsta x) are one of the most significant threats in perennial production. What is your strategy for guaranteeing healthy perennials?

“We work with some amazing partners in our supply chain that allow us to offer production from virus-tested elite stock in tissue culture.

Stock built from this nucleus for URC production is also regularly renewed and tested to guarantee our varieties are coming to you clean and virus free.”

Fed by politics, media and environmental movements, the consumer is increasingly concerned about the planet and its people. How to address the neonicotinoid use issue?

“This is indeed a heated debate. The industry has made great strides in finding more sustainable ways to produce clean healthy crops. We have licensees that are working with everything from compost tea to beneficial insects, nematodes and biopesticides. These integrated pest management programmess are helping move us toward a greener future.”

What is your answer to the anti-peat and plastics lobby?

“There have been exciting initiatives in this area as well. While peat is still widely used in the industry, alternative media options are gaining ground. Our licensees are trialling and implementing alternative media options such as coconut coir, recycled newspaper products, compost and more. In terms of plastics, this is an area that I wish our industry were further along. While innovations in fibre pots, trays and plugs that don’t need trays or have reusable trays are becoming available, the bulk of the work is recycling.”

In this context, would you say that the green revolution may herald the revival of bare root perennials? Because they reduce waste (smaller quantities available), they will not disappoint in producing blooms due to full vernalisation. They can be grown cooler and fill containers quicker, and you can grow them faster?

““Bare Root perennials are indeed wonderful and boast many benefits. We have several licensees that even specialise in bare-root perennial production. While there are quite a few perennials that work well in this production model, unfortunately, there are quite a few that do not. We will see a continued balance of bare root and plug production of perennials moving forward.”

Green Leaf trial gardens.

MUST HAVE PERENNIALS, THE ESSENTIALS

Must Have Perennials works with plant breeders (large and small) to bring some of the world’s best-selling perennial plants to market, including Geranium Rozanne.

MHP tests and trials all of its introductions at trialling facilities worldwide. These trials establish the reliability and excellent garden performance to ensure success for growers, their customers and the end consumer.

STATISTICS:

Current MHP varieties on the market: 96

Licensees: 18 (US), 39 (Worldwide)

Units sold in 2021: 2.7 million (US), 5.6 million (EU)

TOP MHP VARIETIES:

• Geranium Rozanne

• Verbena Lollipop

• Geranium Azure Rush

• Rudbeckia Viette’s Little Suzy

• Achillea Little Moonshine

• Lithodora White Star

• Euphorbia Bonfire

Rudbeckia Viette’s ‘Little Suzy’.

INDUSTRY CHAMPIONS

AUTHOR: MARTA PIZANO. PHOTOS: ASOCOLFLORES

The Congreso de la Floricultura immediately followed the exporters association’s Annual General Meeting and attracted nearly 200 attendees. Both events at the Hyatt Regency Cartagena de Indias hotel put faith back into faceto-face meetings after a more than two-year break due to Covid-19. In tune with a positive, energetic atmosphere, the Congress included a series of interesting presentations on various topics, from floral shopping trends to cryptocurrency education and business ethics, to climate change and sustainability.

On day two, once the presentations concluded, a session explicitly addressing the incoming generation of growers/exporters also featured; this has emerged as a crucial aspect for an industry that, after five decades of success, needs to ensure smooth and effective succession planning.

provided by Augusto Solano, President of ASOCOLFLORES.

• He said that in 2021, Colombian flower exports reached $1,730 million USD and 302,000 tons, a 19 per cent increase over 2019.

• In 2021, 78 per cent of Colombian flowers sold in the USA; Eighty-five per cent of bouquets traded in the USA came from Colombia.

IN 2021 COLOMBIAN FLOWER EXPORTS

REACHED $1,730 MILLION AND 302,000 TONS, A 19 PER CENT INCREASE OVER 2019

BIGGEST MESSAGE

Our biggest takeaways from the congress include:

• Interesting and very recent figures on the Colombian flower sector were

• Colombian flowers are exported to 100 countries around the world.

• The Colombian flower industry generates 200,000 direct and indirect jobs, 65 per cent of which are held by women.

• The period from 1 January to 30 April 2022 shows an increase of 28 per cent over the same period in 2021.

• Ninety-two per cent of the flowers were shipped by air.

Asocolflores, the official voice of Colombia’s flower cut flower and cut foliage export, held its inaugural Floriculture Congress, and celebrated the first edition of its Sustainability and Shared Values Awards in Cartagena, Colombia between 9-10 June 2022.

Speaking about “Driving forces of change in the cut flower industry – opportunities and challenges”, Dr Melinda Knuth from the University of North Carolina shared her conclusions from a recent study relating to the situation and trends of the industry in the USA. She identifies eight main driving forces:

• Supermarkets – consolidation and increasing imports

• E-marketing – sustained growth of online flower purchasing

• Direct consumption – a stronger tendency to buy flowers “from the farm to your home”. The customer is more demanding and has an increasingly relevant opinion and impact.

• Demographic shift – the younger generation perceives flowers and plants differently (there is an opportunity and need to promote the benefits of flowers and plants).

• Event planners, studio and lifestyle florists, are gaining a strong presence.

• Technology is more and more important. Instant orders, prompt attention, fast delivery. The pandemic brought a surge in mobile device use, and suppliers need to be ready to respond

• Flowers for special events – happy and sad are on the increase. For example, after the pandemic, millions of weddings are being held.

• Flower transport and supply –even though airfreight continues to dominate, sea freight is expected to increase substantially.

FLORICULTURE SUSTAINABILITY INITIATIVE (FSI)

Speaker Jeroen Oudheusden shared an update on the Floriculture Sustainability Initiative (FSI). FSI is a market-driven, multi-stakeholder initiative close to completing a decade of action. It has made great strides in harmonising different sustainability standards to compare results, establish performance indicators and science-based targets, and continuously improve through a sustained benchmarking process. FSI is now looking towards “a transparent and responsible supply chain in 2025, aiming at 90 per cent responsible flower production and trade with a reduced carbon footprint by that year. For more information, visit FSI website.

INAUGURAL SUSTAINABILITY AND SHARED VALUES AWARDS

“For five decades, the Colombian flower sector has been a pioneer in implementing sustainability in its actions. Through time, we have developed several programmes and activities which have brought benefits to more than 50,000 people every year to generate welfare, inclusion, and equity for our partners and foster respect for the environment. Therefore, today we feel very proud to experience, see, exalt, and transmit relevant sector experiences.” With these words, Mr Solano announced the first edition of the Asocolflores Sustainability and Shared Values Awards,

A panel of expert judges handed out awards in two primary categories: Social Experiences and Environmental Experiences.

coinciding with the Floriculture Congress in Cartagena.

The Sustainability and Shared Value Awards of Asocolflores evaluated 37 initiatives in Social Experiences and Environmental Experiences, and six companies received prizes.

During the awards ceremony, Mr Solano reiterated the commitment of the flower growers to propose solutions to climate change problems and the development of the social fabric. He stressed that all the nominees represent the capacity that the sector has to do things differently, generating profitable business and showing that if we work in respect of each other and add value to our communities, it is not difficult to attain sustainability.

A panel of expert judges -including Mr Solano, Sergio Rengifo Caicedo, managing director of CECODES, Bertha Carolina Trevisi, advisor and implementation leader of ILO´s SCORE Programme in Colombia, Adriana Solano Luque – president of the Colombian Safety Council,

and Juan Ricardo Gómez Serrano – director of the Master’s Degree in Preservation and Biodiversity at Universidad Javeriana – handed out awards in two primary categories: Social Experiences and Environmental Experiences.

SOCIAL EXPERIENCES WINNERS

• Best management plan with the community.

Winner: Flores Isabelita

Project: “Isabelita, diverse and inclusive” is a strategy that targets the inclusion of people with disabilities to generate labour opportunities for them and other vulnerable and minority population groups (such as migrant population, LBTIQ+ population, women heads of household, and victims of the Colombian armed conflict, amongst others).

• Best management practice in health and safety at work.

Winner: GR Chía

Project: “Health and safety-at-work training” is a strategy to promote and improve technical skills within the target groups to have assertive

participation in operations, working conditions, and risk factors of the flower-growing sector.

• Best management practice in labour welfare operations.

Winner: Flores de Serrezuela

Project: “Our people in bloom” is a strategy that improves the quality of life of the employees within their labour environment and promotes the welfare of their families through different types of assistance, allowances, subsidised lunch, a free information hotline, health tips, and life versus work balance tips provided by the ‘paid time checkbook’, a tool which allows the workers to enjoy additional free time with their families and others.

ENVIRONMENTAL EXPERIENCES

WINNERS

The winners in the Environmental Experiences category, recognising development policies, programmes, and prominent projects to mitigate the environmental impacts which are inherent to working in the flower industry, are:

• Winner 1: AYURÁ SAS

Project: “Environmentally friendly practices” A strategy that articulates innovation projects and sustainable processes, availing of vegetative material, the use of solar energy, automation of the postharvest classification process, the substitution of wooden beds for metal, and the use of probiotic cultures for reservoir water treatment.

• Winner 2: Agrícola Circasia S.A.S

Project: “Forest vegetative material recovery and environmental social service” the use of rooting benches to protect native tree species, further replanting them in recovery areas.

• Winner 3: Jardines de los Andes Project: “Landscaping and biodiversity environmental management programme” a strategy to improve the landscape and biodiversity of the farms and help transition from exotic to native species by implementing a culture of protecting and preserving wild and migratory animals.

Agrícola Circasia

S.A.S was awarded for its ‘Forest vegetative material recovery and environmental social service’ project focusing on rooting benches to protect native tree species and further replanting them in recovery areas.

LOGISTICALLY SHIFTING FROM

The Covid-19 pandemic wreaked havoc on timely, efficient transport of cut flowers from Kenya to Europe and all but annulled efforts to open the North American market. This has turned fresh eyes onto sea freight – not really a new option as it has been in place and used by exporters of flowers and fresh produce for nearly fifteen years. So, is sea transport’s reduced carbon footprint and lower logistic costs the answer for the environment-conscious consumer?

AUTHOR: MARTA PIZAN.

This year’s Ifex show - Kenya’s leading horticultural trade show, which was back for its first in-person event in three years at Nairobi’s Oshwal Convention Centre in June – featured a Flowers by Sea conference. In the run-up to HPP’s second Flowers by Sea conference on 8 November 2022, FloraCulture International listened to the various speakers at the June conference. Here are our biggest takeaways.

FULL STEAM AHEAD

It is full steam ahead from sea freight. From a global perspective, maritime forwarding has increased tremendously over the past three

years, by a factor of about 30. Horticultural growing powerhouse Kenya, however, still needs to optimise this mode of transportation. According to Jeroen van der Hulst from FlowerWatch, specific protocols have been developed for roses, carnations, and Chrysanthemums, whilst others are under development. There is good data on many flower varieties. However, floriculture in Kenya is a highly fragmented sector posing challenges mainly related to logistics. “The major obstacles to overcome are the variable box sizes complicating the filling of containers and securing a stable cold chain throughout 2ºC”, says Van der Hulst.

Seaborne flowers also arrive in less-than-perfect facilities. For example, the port of Rotterdam and the flower auction could use a major overhaul, with the investment needed in power generators, cold rooms, trucks, and others.

More money should also be put into the logistics when consolidating consignments to fill up a container between several exporters.

Van der Hulst says: “You need full control of all post-harvest issues throughout the cycle. This includes pursuing excellence all the way through by following strict protocols often specific for each flower type, ensuring perfect cooperation between all

FROM THE SKY TO THE SEA

stakeholders. Bear in mind that a minor mistake can blow up into a disaster; because transit takes five to six weeks, you will only find out long after your flowers have been shipped”.

UNINTERRUPTED COLD CHAIN

Competition between other flower suppliers in the international floriculture arena is fierce – Colombia and Ecuador, for example, have brought up sea freight close to perfection and are using it routinely. Yet, at best, only about 14 per cent of exports are being shipped by sea, with the rest still going by air which begs the question, why?

With an uninterrupted cold chain being so critical, official on-farm inspection for pests and diseases, which avoids opening containers at the port/ airport, becomes of the utmost importance.

A representative from KEPHIS (Kenya Plant Health Inspectorate Service) and Esther Kimani from PCPB (Pest Control Products Board) declared that in Kenya, this is not only possible but also already being carried out at the

premises of various flower exporters. Clement Tulezi, CEO of the Kenya Flower Council, clearly described their significant role as connectors, linking all concerned in making sea freight successful. “This includes mobilising and messaging,” he said, referencing the need to inform government officials about what is needed to create successful sea freight distribution of cut flowers happen; providing information and training to growers, and even improving consumer perception as there are still some segments believing flowers coming by sea are not as fresh as those which are air freighted.

According to Tulezi, maritime transport is the future, and the current momentum will make this trend unstoppable. “We aim to send 50 per cent of our flower exports by sea by 2030,” he said.

COSTS, SUSTAINABILITY, AND PROTOCOLS

Dennis Nyamweya, director of sales and marketing at Kuehne and Nagel, mentioned three main challenges to overcome before sea transport

becomes a full-fledged reality: cost (considering possible product losses); sustainability (the carbon footprint needs to include the cold chain); and knowledge (developing specific protocols and following them closely to enable successful consolidation and delivery of a high-quality long vase-life product).

Carl Lorenz from Maersk agreed with this analysis and mentioned that an additional challenge is the strain the ports around the world are under because of the Covid-19 pandemic. This stresses logistics, but the issues can certainly be solved.

In wrapping up the conference, representatives from the Kenya Port Authority and the Ministry of Transport (Maritime Division) described efforts from the Kenyan Government to centralise export requirements, adopt electronic forms, and improve road infrastructure to make access to the Mombasa port more efficient and promote investment to modernise port facilities.

THE GREAT CREATORS OF CHRYSANTHEMUMS

PHOTOS: NICO ALSEMGEEST, BIANCA FENNE, RON VAN DER PLOEG

Creating a commercial Chrysanthemum variety is complex and multifaceted, incorporating the standard requirements of a cut flower – eye appeal and vase life – with the demands specific to growers, traders, and society. Hans Bosman and Rob van der Helm of Royal Van Zanten outline the details.

AUTHOR: RON VAN DER PLOEG

Breeder Oguzhan Irmak smiles with joy as he walks through his trial greenhouse in Valkenburg, the Netherlands. The company he works for, Royal Van Zanten, is a triedand-trusted brand in the global Chrysanthemum market and has had two particularly bumper years at trials and trade shows around the world. In 2021, for example, spray Chrysanthemum ‘Cresta Purple’ reigned supreme at Proflora’s

Outstanding Varieties Competition, while the white disbud ‘Ararat’ ended third in the same contest. Then, in November 2021, the bronze disbud ‘Cruella’ was among the eyecatchers of Trade Fair Aalsmeer because of its quirky, spikey petals. What’s more, lockdowns over the past two years forced consumers to spend more time at home and have driven demand for home decorating, floristry gardening, and garden leisure, sparking a renewed interest in Chrysanthemum. Irmak is the breeder who comes

Chrysanthemum ‘Ararat’

up with new Chrysanthemum varieties month after month, year after year. Trying to create the very best in Chrysanthemum may prove a daunting task. He explains, “Chrysanthemums are genetically hexaploid, meaning they carry six copies of each chromosome. Humans and animals are diploid with two chromosomes, one from each parent. We as breeders might want to omit one gene that decreases shelf life, but there may be six more copies of the gene on the plant’s other chromosomes.”

A LONG-LASTING LOVE AFFAIR

Chrysanthemums and Royal Van Zanten are a long-lasting love affair. According to the horticultural historian Arie Dwarswaard from the media outlet Greenity, Royal Van Zanten has been one of the principal pioneers in photoperiodism research. Kees Veldhuyzen Van Zanten was influential in paving the way for programmed blooming for yearround availability of what is by its very nature a short-day plant.

While flower bulbs had already established themselves as Royal Van Zanten’s flagship product in the 1950s, Chrysanthemums continued to play an increasingly significant role. The 1960s and 1970s saw the completion of new greenhouses for Chrysanthemum cutting

Trying to create the very best in Chrysanthemum may prove a daunting task.

production while the company’s breeding programme steadily gained momentum.

In the 1990s, the once highly successful ‘Reagan’ cultivar helped the company to achieve ‘top dog’ status, which, at a certain point in time, had a more than 70 per cent market share in Dutch spray Chrysanthemums, a success which replicated across the globe. The top-selling variety originated from CBA, a breeder’s consortium.

UNIQUE OFFERING

Today, the company continues to be among the most reputable Chrysanthemum breeders in the world.

reliability. “More recently, I travelled to Malaysia, where the Royal Van Zanten brand is known for bringing more than one and a half-century of expertise in plant breeding. Industry professionals told me they opt for our brand because they know that there’s much seriousness, dedication, perseverance, and passion behind our breeding programme.” The company’s tagline says it all: ‘Driven by Passion’.

Bosman continues, “Launching a new variety in the market is no small undertaking. We only decide to do so if we are sure to have a unique offering. We would rather ensure that there are sufficient additional growing characteristics and potential than continuously bombarding the market with varieties of which it is unknown if they will achieve their targets.”

INCREASING THE PREDICTIVE POWER OF BREEDING

Chrysanthemum breeding is a time-consuming process. The challenge is aggregating desirable traits in the crop while eliminating negative genetic traits. It takes a multitude of crosses to land on a good one, discarding many seedlings throughout the process.

Chrysanthemum breeder Oguzhan Irmak.

According to product manager Hans Bosman, a good reputation boils down to a proven record of

It is no secret that ornamental horticulture is at least ten years behind in its acceptance of new breeding techniques compared to the vegetable sector. Bosman elaborates, “We strive to increase the predictive power of plant breeding by using the latest technology and tools. Yet, 70 per cent of global production accounts for spray Chrysanthemum, of which 70 per cent is white. As such, the variables to differentiate yourself with are limited. What counts most are yields per m2 and shelf life, which are the factors used in data-driven breeding. So, the outcome of our breeding programme is more guaranteed and not dependent on simple luck or serendipity only.”

STAGE-GATE PROCESS

Royal Van Zanten uses the Stage-Gate Process to assess the viability of developing a new Chrysanthemum. It is a project management technique in which the creation of a new variety is divided

into distinct stages, separated by decision points (or gates). Bosman says, “When a variety is ready for its pre-commercial launch and testing, we are sure about its market value.

“There are criteria to check multifold through the different stages. These include transportability and resistance to Verticillium wilt, Chrysanthemum White Rust (CRW), and Fusarium wilt. Moreover, the flowering response is crucial as a new variety must allow for enough crop cycles per year (traditionally, crop cycles average between ten to twelve weeks). Equally challenging is to cater for the broadest possible portfolio while staying focused.”

Ideally, a strong breeding programme with a close eye on the needs of the future should result in cultivars that can be grown with fewer synthetic chemistries and more biological products.

Bosman explains, “With growing interest in sustainable crop production, developing crops that will perform well in durable systems is also necessary.

* The Malaysia figure is an extremely rough estimate as plant density varies. It is unclear how many yearround growers there are and the exact area in protected cropping and field production.

** The figure is reliable: the number of seasonal and programmed blooming growers (in Italian called ‘programmisti’) combined. However, counting the programmed blooming growers, only their area is between 160-200 ha).

MAPPING THE CHRYSANTHEMUM INDUSTRY

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

“Today, the commercial Chrysanthemum growing landscape is a global one. With an annual output of 1.4 billion stems, growers in Colombia supply the North American and UK retail markets. Emerging Chrysanthemum power Kenya may challenge Dutch supremacy in Chrysanthemums (1.2 billion stems per year) for the EU market, fuelled by the onset of sea transportation of cut flowers.

Malaysia (400 million stems/year) and Vietnam (300 million stems/ year) export their blooms to Japan and Australia, while Italy (200 million stems/year) predominantly produces for the internal market.

In terms of global production areas, in 2021, there was about 41,269ha under glasshouses or in the open dedicated to cut Chrysanthemums. Bosman says, “These stats automatically prompt the question among breeders what portion of a market is professional and accessible. For example, India has every reason to boast that with a production area of 20,000 ha, the country is the largest producer of Chrysanthemum.

The truth is that the Indian Chrysanthemum landscape is dotted with a myriad of smallholder flower farms that produce to decorate weddings, make flower garlands, or adorn temples and altars. We are present in the Indian market to a certain degree. Bosman adds, “The same applies to China, with 7,100 ha hosting a sizeable production area dedicated to Chrysanthemum. In conclusion, we as a breeder primarily look at the number of stems produced per country rather than production areas.”

COUNTRY

PRODUCTION AREA IN HECTARES

India 20,000 (protected and field crops)

China 7,100 (protected and field crops)

ANNUAL PRODUCTION IN STEMS

Unknown

Unknown

Colombia 919 (protected cropping) 1.4 billion

Netherlands 475 (protected cropping) 1.2 billion

Malaysia 800* 400 million

Vietnam 800 (protected cropping) 300 million

Italy 769** (protected cropping) 200 million

Sources: AIPH Statistical Yearbook, Asocolflores, Royal FloraHolland, Royal Van Zanten, and Spais Fiori Sicilia.

Left to right: Royal Van Zanten’s product manager Hans Bosman and marketing manager Rob van der Helm.

CAMPAIGNS AND EVENTS

Royal Van Zanten launches several tradefocused campaigns and events highlighting their premium Chrysanthemums available year-round.

In the Netherlands, the company hosts Chrysanthemum spring and autumn trials.

Rob van der Helm says, “When the pandemic put in-person events largely on pause, our marketing team began to use its virtual product launch platform to make Chrysanthemum blooms shine.”

You can view the 360-degree virtual tour on this link.

Over the years, the company has gained a stronger foothold in the Colombian market, which is why it joined Colombia’s annual Chrysanthemum Week in 2019.

Van der Helm notes, “This is a joint initiative by Ball, Danziger, Dekker, Deliflor, Dümmen Orange, Floritec, Icon, Progeny, Royal Van Zanten, Selecta, Asocolflores, Fresh Produce and Procolombia.

This year, the Open House event ran from 29 August to 2 September at cutting farm Silvestres in La Ceja, Rionegro. Predominantly American wholesalers, event planners, florists and floral designers walked through a spectacular exhibit with cheery, colourful Chrysanthemums.

Four days later, between 6-8 September, Royal Van Zanten’s mums were one of the stars of the Outstanding Varieties Competition during the 137 th convention of the Society of American Florists.

Royal Van Zanten is also a returning exhibitor at Wengfong’s Annual Inspirational Days in Malaysia.”

Italy is also a busy, albeit very traditional Chrysanthemum market, with All Souls’ Day fuelling a boom in disbud sales. In Italy, Chrysanthemums will mainly go to cemeteries. Van der Helm: “To change the flower’s image as a funeral flower Royal Van Zanten teamed up with top flower designer Fabrizio Filipini in November 2021. This collaboration saw the cultivars ‘Chic’ and ‘Myra’, and Charmelia Alstroemerias setting the celebration mood at the Secret Garden bridal show in Brescia.”

But Bosman warns against too much optimism: “Identifying the DNA markers that point to plant growth-associated genes can come at a cost. “Bringing in this trait will automatically coincide with the arrival of non-desired traits, forcing breeders to test all varieties again and find answers to the negative genes that will come afloat. I reckon the solution-finding process requires a symbiotic approach with growers and breeders evolving harmoniously.”

NOBLESSE OBLIGE

Marketing manager Rob van der Helm brings up the question of societal change. People have become more sensitive to waste and the environmental impact of their shopping decisions.

In the long run, the flower industry may need to respond. Van der Helm says, “Which is why we are a proud member of the Floriculture Sustainability Initiative (FSI). In FSI, growers, wholesale, retail, associations, certification bodies, and NGOs work together to align and mainstream sustainability in global floriculture.”

A remarkably eloquent Bosman adds, “Yes, the consumer power is

This year, Royal Van Zanten’s Chrysanthemum Open House event ran between 29 August – 2 September at cutting farm Silvestres in La Ceja, Rionegro.

undeniably growing, and societal change is something to consider. However, ‘being good’ for the people and the planet also comes with a sense of noblesse oblige. Developing sustainable solutions and investing in greener practices requires a holistic approach. We as a breeding company are willing to be at the forefront, but sustainability is a shared responsibility of all stakeholders within the value chain.”

MULTI-YEAR RESEARCH

Disbudded Chrysanthemum ‘Ofir’.

Royal Van Zanten is keen to stay in touch with the leaders and technologies that are making innovation happen. Bosman says, “Participating in collaborative research can help expand our knowledge and breeding skillset. We participate, for example, in The Perfect Chrysant project – led by Delphy research centre in Bleiswijk – which evaluates year-round cropping of cut Chrysanthemum under full LED lighting. Preliminary outcomes show that ‘Chic’ performs remarkedly well and that even under LED, its growers can still choose high-density planting. LEDs in Chrysanthemum are clearly gaining momentum with growers.”

VARIETAL SUCCESS

Royal Van Zanten works with highquality Chrysanthemum growers worldwide to bring them the very best new flowers on the market, together with tried-and-tested, more established varieties.

Whether these are Colombian growers serving the big box stores in America, Dutch growers serving the EU, or specialist growers in Malaysia or Japan, the breeding company says it can meet the divergent customer requirements of different growers. An important barometer of a variety’s success is the stats of Royal FloraHolland. At the world’s largest flower hub, the number of supplied Chrysanthemum stems in 2021 was 810 million spray Chrysanthemums, 337 million Santinis, and 131 million disbuds. Royal Van Zanten’s singleflowered white ‘Chic’ occupies a prominent second place in the auction’s top three most sold spray Chrysanthemums.

The two-toned spray Chrysanthemum ‘Haydar’ and ‘Saba’, double-flowered ‘Bonita’, and single flowered pink ‘Myra’ equally ride the wave of popularity. In disbuds, the striking green disbud ‘Ofir’ is a promising ‘debutante’. Bosman notes, “Our Santini ‘Paintball Sunny’ is a top-seller in Colombia although it is being traded as a spray Chrysanthemum. And the year 2022 marked the debut of Royal Van Zanten’s Santini Molly series available in white, yellow, and pink.”

The year 2022 marked the debut of Royal Van Zanten’s Santini Molly series, available in white, yellow, and pink.

STATE OF THE TRADE

Business-wise, the past few months have not been easy for the Chrysanthemum trade. The Russia’s war against Ukraine continues geopolitical tensions and trade frictions worldwide. And in combination, the floriculture industry cannot ignore the growth of ‘regionalism’ nor the issues brought on by the rising temptations of protectionism.

While the Russian market – a top export destination for Dutch-grown Chrysanthemum - is in the doldrums, one of the industry’s biggest challenges is the rising prices of many commodities, including energy.

While in the Northern Hemisphere, the biggest headache is energy, in the Southern Hemisphere, the focus of the debate may be more on skyrocketing air cargo and sea freight costs, shortage in transport capacity and ongoing supply chain disruption.

In commenting on the current state of the trade, Bosman says, “The pertinent question post-Covid is whether the trend of rising energy and transportation costs will continue over the next five years. Overall, we anticipate a return to spray Chrysanthemum, which is less costly to transport. And in Asia, Santini will become much more prominent in the market. At home, we see how rising costs hammer growers, and we understand the current interest in new varieties capable of adapting to lower temperatures.”

The debate is challenging because reigning in inputs will ultimately lead to reduced yields and production. Bosman adds, “Disease and pest resistance continue to be our top priority while there’s an increased focus on climate resilience. But people should remember that you cannot change breeding direction overnight.”

Meanwhile, Bosman signals room for growth. “Lifestyle changes brought on by the pandemic – including the collective switch to working from home and the consequent desire to spend more time in our ‘garden rooms’ – will continue to drive the demand for Chrysanthemum. In the USA, post-Covid consumers are now buying more flowers for use.”

SEA TRANSPORTATION

Royal Van Zanten has developed a protocol for sea transportation simulation. Bosman details, “This protocol is practice-based and serves as one of our guidelines in breeding, but the real litmus test is at the grower’s level. Post-harvest handling processes vary from grower to grower regarding sea transportation. Each strategy will define how the variety will undergo the voyage. So, each variety is thoroughly tested on sea survival at Royal Van Zanten. But for each, the proof is in the pudding.

“We decided to set up this protocol because of market demand. In Colombia, for example, growers produce for the USA and UK market transporting their blooms by sea container.

“When we launch a new variety, they first ask about transportability. Our ‘Bonita’ has strong sea legs; this cultivar is transported from Colombia to Europe by sea container.”

Chrysanthemum ‘Chic’ adorned staircase: pent-up demand during Covid-19.

A HOST OF GOLDEN DAFFODILS

AUTHOR: FROM OUR CORRESPONDENT PHOTOS: ELMGROVE FARMS.

Daffodils are the only cut flower that Ireland exports, making Darragh McCullough’s farm very unusual in a country dominated by beef and dairy production.

Ilike to boast that my farm is the fifth largest daffodil farm in the country,” laughs McCullough. He knows this isn’t much of a boast since there are only five commercial daffodil growers in Ireland.

“Ireland is famous for being green, and that’s because it’s cool and wet,” explains McCullough. “Average rainfall in Ireland is about 1,200mm, and temperatures don’t vary much from 7-14°C from winter to summer. That’s ideal for growing grass but not great if you want to grow disease-free crops like outdoor flowers.”

The climate isn’t the only challenge. As Europe’s most westerly island, the soils are stony and often shallow and peaty.

KEY ADVANTAGES

But Elmgrove Farm, which three generations of McCulloughs have farmed, is located on Ireland’s east coast just 40 minutes north of Dublin city centre, which gives it several key advantages.

“The east coast gets less than half the amount of rainfall compared to the west coast, and every hectare we farm is easily ploughable,” says McCullough.

“It’s not as good as the sandy soils in the Netherlands or the stone-free soils I’ve seen in eastern Poland, but we can make it work.”

Darragh McCullough.

McCullough’s grandfather, Pat, first tried growing gladiola for a trader in a local town.

“But my dad says he never got paid, so he focused instead on dairying and cereals. My dad, Eamon, built up an onion enterprise to the point where he was the largest onion grower in Ireland.

“But again, with just 60ha, this wasn’t that big a boast compared to the international competition,” he said.

FROM ONIONS TO DAFFS

It’s clear that international competition gradually made it difficult for Elmgrove Farm to stay profitable in onions.

“We were struggling to compete with the Dutch and Kiwi imports that had flawless skin quality,” claims McCullough.

However, the McCulloughs had a Plan B, and during the 1990s, they started looking at adding a daffodil enterprise because they already had so much of the bulb machinery and soil types required.

“Daffodils and onions are both bulb crops so that we could use practically all the same planting, harvesting, grading and drying equipment,” he says.

Initially, the crop was only being grown for the value of the daffodil bulbs.

“During the 1990s, bulb prices were relatively high, so on paper, it looked like we could make a profit on the bulbs alone.

“This was before the free movement of labour around the EU, so we didn’t have access to a labour pool to hand-pick the flowers.

“And to be honest, I don’t think my dad wanted the hassle of dealing with seasonal workers that often had no English, accommodation or loyalty to the business,” says McCullough.

RETAILING DAFFODILS

However, when the business was under pressure to survive in 2005, Darragh decided to give daffodil flower picking a serious chance.

“It’s a bit embarrassing, really. One of the guys who worked on the farm milking cows tried picking some daffodils to pay for his wedding. Only when I saw how many people stopped at the farm gate to buy them did I realise there might be something to be made from flower picking.

“At the same time, Eastern Europeans from Latvia, Lithuania, Poland, Estonia, and Slovakia started to arrive in Ireland looking for work.

“We installed a few caravans on the farm to provide temporary accommodation, and I looked to see if there was any supermarket we could supply daffodils into.

“Lidl was the first supermarket we started with, and we still supply them today. I remember how stressed out we were trying to pack out eight pallets in one week. Now we pack out eight pallets a day!” grins McCullough.

EXPORTS TO HOLLAND AND POLAND

The business has grown a lot since then, with nearly 40ha of daffodils and small areas of foliage and other cut flowers such as gladiola, sunflower and lily.

“The business has done a couple of U-turns over the years when you think about it. We got out of growing

onions because we couldn’t cope with the international competition. Instead, we focused on building our daffodil business to supply Irish supermarkets and florists.

“But the business model has changed again; we now find that over 90 per cent of what we produce is exported to places like Holland and Poland.

“I’m proud of that. Our onion enterprise was vulnerable because we weren’t as good as the international competition. With daffodils, we are the international competition! Yes, there are risks involved with exporting, but I find that it’s a more reliable business model than relying on a handful of local customers.”

THE SILICON VALLEY OF NARCISSUS GROWING SUFFERING WITH BREXIT

Daffodils are one of the most traditional cut flowers. And while there has been a massive shift of flower growing to lower-cost regions such as Africa and South America, Narcissus is one flower that doesn’t do so well outside of some of the most expensive growing areas in the world.

The daffodil thrives in a mild, damp climate typical of Britain and Ireland, Northwest USA, and New Zealand - all of which are well-developed economies with highcost bases.

But Darragh McCullough maintains that the Silicon Valley of daffodil growing is in Cornwall in southwest England. “They can start picking daffodils about two weeks earlier than the rest of Europe, and for this reason, there are now growers with over 1,000 ha operations,” says Darragh McCullough.

While the UK accounts for 80pc of the global supply of daffodils, Cornwall accounts for 80pc of the UK’s total output, meaning that it accounts for an incredible two-thirds of the worldwide production.

But the Irish man is not overly worried about the scale of his neighbours’ operations.

“Brexit has not helped their situation. The biggest challenge in producing daffodils is sourcing labour to pick them,” says McCullough.

“It is outdoor work for months when the temperatures can drop near freezing. If it’s not cold, it’s often wet, and the work is physically demanding.

“I haven’t been able to interest an Irish person in picking daffodils in many years - even during the worst part of the recession in 2010!

“So nearly all my flower pickers are Romanian workers, and without them, I wouldn’t have a business. “Thankfully, Ireland has no intention of ever leaving the EU because Brexit has restricted the labour supply in the UK, and many of the growers have struggled to get

Narcissus ‘Red Devon.’

enough staff to pick all their crops for the last few years.

“There is a big push in the UK to develop more automation to remove the requirement for so much manual labour, but I still think it will be years, if not decades, before we see a machine that is commercially available for daffodil picking. We’ll jump that hurdle when we get to it,” he says.

INFLATION SQUEEZES

Elmgrove Farm had a lucky escape during the flower price crash that hit the industry at the start of Covid in 2020.

“We had just sent our last shipment of flowers when the lockdown kicked in across Europe. I was very nervous about it because I could see the news that flowers worth millions of euros were being dumped from the Dutch auctions every day,” says Darragh.

“But our flowers made it into the supermarkets in Poland no problem and sold very fast because everybody had no choice but to do all their purchasing through the big supermarket chains.

“Coming into 2021, I was nervous again about staff, logistics and lockdowns, but a general shortage of flowers, combined with substantial supermarket sales volumes, helped keep the price at record highs.

“While the dynamic was slightly different in 2022, prices have stayed as high as before, and the market looks solid for 2023.

“Buyers are contacting me 12 months before the harvest commences, and that’s a sign that product is scarce, and buyers are worried about locking in supply. So, now, it’s still a sellers’ market.

“I guess other factors now are more critical than Covid or Brexit. The invasion of Ukraine has created a cost spike in core inputs such as fertiliser, sprays, electricity, and diesel. This, combined with a general wage hike, interest rates, machinery, buildings, and regulatory

obligations, has pushed up the price of all fresh produce commodities.

“I don’t see any cost reduction coming before the war ends, and it looks like it could still be a year or two away. “By then, there will have been such a significant shift to renewable energy that much of the cost increases will be hard-baked into the prices.

“It’s impossible to predict, so all I can do as a grower is focus on the costs I know for the next 12 months and price accordingly.

“And now I understand that ancient Chinese curse –‘May you live in interesting times!’”

DIVERSIFICATION

The farm enterprise at Elmgrove has always diversified, with cows being milked and crops produced by the McCullough family since the 1940s.

“We have always tried to get ahead in farming by targeting a premium or niche market. My grandad built up a pedigree Friesian dairy herd, with the milk getting a premium because it had a lower bacterial load than most of the Irish milk production in the 1940s and 1950s,” says Darragh McCullough.

“The stock sold at a premium because of their pedigree status. Then my dad developed an onion growing business because of a market gap in the 1970s.

“Flower production is another niche business in Ireland, and I have tried to diversify even within flowers to ensure that we are not dependent on just daffodils for our income.

“I also wanted to create longer-term employment opportunities for the staff that came back to the farm every season to pick daffodils. So, we started growing lilies, sunflowers, gladiola, sweet William and peony roses outdoors.

“We have found that the lily needs to be grown under protection to reduce the botrytis pressure on the crop. So, we built 1,000m2 cold tunnels.

“We cannot compete on export markets with these other flower lines, but we can compete with imports in Ireland. Our flowers have the advantage of having a good story behind them for local customers. They like the idea that they are ‘buying local’ and that the product has not been trucked, shipped, or flown around the world.

“I know there is a contradiction here, given that a big part of our business is based on exporting our daffodils to the rest of Europe, but I guess that’s life. There’s a market for everything to some extent.”

BULB FARMING

Elmgrove Farm also sells nearly 200 tonnes of daffodil bulbs annually, mainly to Irish supermarkets and Dutch wholesalers.

“We make more money from our flowers, so we leave the bulbs in the ground for two, three or four years at a time,” explains Darragh McCullough.

“We don’t pick the flowers in the first year because they tend to be shorter in length and sub-premium.

“So, we pick as much as possible from the crop in the following years. But it is essential to lift the bulbs after about four years because there is an increasing risk of disease getting into the crop and the bulbs running out of

Narcissus ‘Bridal Crown’.

Narcissus ‘Ice Follies’.

space to multiply and expand in the ground.

“The vast majority of our varieties are yellow flowers because these have the best vase life. It is a pity because there are hundreds of beautiful varieties with fragrances, multi-heads, and rosette-type heads that the public doesn’t usually get the option of buying.

“We still grow several non-yellow varieties like ‘Sir Winston Churchill’, ‘Ice Follies’, ‘Apotheose’, and ‘Martinette’ for our bulb contracts and local flower sales.

“The yellow varieties are many of the usual ones such as ‘Tamara’, ‘Malvern City’, ‘Carlton’, ‘California’, and ‘Standard Value’.

“We grow about 20 varieties to ensure a continuous harvest of flowers from January through April.”

BRICKS AND MORTAR VERSUS ONLINE

Elmgrove Farm has a foothold in his farm’s online world of flower sales and a physical retail site.

“We started selling bunches of daffodils from the farm gate at the weekends 20 years ago. Gradually, our range and customer base have built up to the point where we are now open seven days a week, all year round.

“But when Covid hit, we also decided to set up a website

called www.elmgrovefarm.ie to allow the Irish consumer to order flowers directly from us. These are delivered nationwide via courier.

“This had a fantastic first year when Covid lockdowns were most severe, but it has eased back a lot now.

“But it is an interesting additional channel for us to sell our product, and I think it will develop more in the future,” he says.

And contrary to what some might have predicted, the online shop has helped drive sales from the original shop at the farm.

“I know many independent retail stores are closing due to shifting consumer spending online.

“But we have found that more people know about us from our presence online, both through the website and on social media through Facebook and Instagram. They are quite complementary,” claims McCullough.

And despite the talk of a recession in the months ahead, Darragh McCullough plans to build a €200,000 shop on his farm over the coming months.

“We have outgrown the temporary set-up we had at our farm gate, to the point where sometimes it’s so busy that it’s not that safe for people to stop.

“So, we must do something. It’s another gamble, but every day in farming is a gamble!”

FACT BOX

Darragh McCullough is also well known for his work as an agricultural reporter and commentator in Ireland through his work on Ireland’s national TV station and weekly columns in the Irish Independent.

“I have reported for over 20 years on a programme called Ear to the Ground, which airs on prime-time Irish TV on a channel here called RTE.

“It’s very similar to the BBC’s Countryfile, except with an audience about 20 times smaller and a budget to match!

“But it’s gratifying to work, and I value being able to get out of the farm about one day a week to see fresh ideas and discuss the big issues with people.

“The work has taken me to every corner of Ireland and worldwide. I’ve been lucky to report from the USA, Europe, South America, Africa, China, and New Zealand.

“I like to think that this has broadened my perspective and allowed me to develop a diversified enterprise on my farm.

“I worked full-time in media for several years, and I hope this gives me a better understanding of managing staff and seeing things from their point of view.”

For those interested in meeting Darragh in person: he will attend the Fresh Market retail event in Warsaw on 22 September and the IFTF show in the Netherlands in November.

Green City Post

INAUGURAL EDITION OF THE AIPH WORLD GREEN CITY AWARDS SHOWCASES THE POWER OF PLANTS FOR CITY RESILIENCE

With an impressive number of entries from cities representing every region of the globe, the inaugural AIPH World Green City Awards 2022 has inspired a global movement for greener cities where everyone wins: cities, people, and the planet. One thing is certaincities are taking ambitious action to harness the power of plants and nature.

AUTHOR: TIMOTHY BLATCH

With an impressive number of entries from cities representing every region of the globe, the inaugural AIPH World Green City Awards 2022 has inspired a global movement for greener cities where everyone wins: cities, people, and the planet. One thing is certain- cities are taking ambitious action to harness the power of plants and nature.

The 2022 edition saw entries submitted in six categories, demonstrating that the “living green” in our cities has the potential to deliver multiple benefits and drive transformative change by enabling nature-based solutions to common urban challenges. Cities have showcased how their urban greening initiatives are contributing significantly to the global imperatives to restore biodiversity, adapt to climate change, improve the health and wellbeing of urban residents, safeguard water resources, build social cohesion, enable economic recovery and inclusive growth, and ultimately secure an urban future that is resilient and where humans and nature thrive harmoniously.

Following the first round of judging- assessment, and scoring by a Technical Panel of twenty-three multi-disciplinary experts from around the globe, the International Association of Horticultural Producers, AIPH, is proud to announce the list of 18 finalists, comprising the three top scoring entries in each of the six awards categories.

“We are thrilled to be showcasing excellence in city greening from cities around the world,” said Tim Briercliffe, AIPH Secretary General. “AIPH is confident that the first-ever AIPH World Green City Awards leaves a successful legacy that will shine through. Congratulations to every one of the shortlisted cities.”

SHORTLISTED FINALISTS

The 18 finalists for the 2022 edition of the AIPH World Green City Awards, who each stand a chance of being selected as winners in their respective categories, are proudly announced as follows:

LIVING GREEN FOR BIODIVERSITY

• Reverdecer Bogotá - Bogotá D.C., Colombia

• Act Local, Contribute Global to World Biodiversity

Conservation - Town of Victoria Park, Australia

• Getting everyone involved in greening the cityCity of Paris, France

LIVING GREEN FOR CLIMATE CHANGE

• Peynircioglu Stream Ecological Restoration ProjectCity of İzmir, Türkiye

• Grey to Green- City of Melbourne, Australia

• Mexico City’s Environmental and Climate Change Program

- Mexico City, Mexico

LIVING GREEN FOR HEALTH AND WELLBEING

• Transforming degraded land into Urban Micro ParksCity of Fortaleza, Brazil

• Utrecht Green and Healthy City - City of Utrecht, the Netherlands

• Sunvale Community Park - City of Brimbank, Australia

LIVING GREEN FOR WATER

• The Phytotechnology Stations at the Montréal Botanical Garden / Space for Life - City of Montréal, Canada

• Creating a Green City - Logan City Council, Australia

• uMhlathuze Water Stewardship PartnershipCity of uMhlathuze, South Africa

LIVING GREEN FOR SOCIAL COHESION

• Socio-urban integration in an ecological reserve: The case of Rodrigo Bueno - City of Buenos Aires, Argentina

• Sunchoenman Bay Wetland Conservation ProjectSuncheon City, South Korea

• OASIS Schoolyard Project - City of Paris, France

LIVING GREEN FOR ECONOMIC RECOVERY AND INCLUSIVE GROWTH

• The 2020-2030 Master Plan for the Conservation, Improvement and Development of Parc Jean-DrapeauCity of Montréal, Canada

• Transformation of “Beltway to Green Belt”City of Mashhad, Iran

• Green Necklace to the State of TelanganaCity of Hyderabad, India

Victoria Park - The Town’s Grants program provides and businesses the opportunity involved in #GreeningVicPark. Wray..

Bogotá - Any place is Photo from Botanic Garden

Paris - Children playing elementary school’s Ménivard, CAUE de Paris.

Montréal - Constructed Aquatic garden at the Garden. Photo from Montréal

“The diversity of the projects recommended was truly impressive –most projects can be adapted to many geographic and economic realities, enhancing the potential for their uptake throughout the communities of the world”- Ms Colleen Mercer Clarke, Chair, International Federation of Landscape Architects (IFLA) Working Group on Climate Change and Member of the Jury

The entries by finalists demonstrate an inspiring collection of case studies which showcase first-hand the power of plants and nature and the benefits of urban greening. For instance, The Town of Victoria Park aims to conserve biodiversity and encourage the spread of local ecosystems throughout homes, streetscapes, parks, and other spaces, thereby demonstrating that the simple, local act of planting can have a powerful impact on global biodiversity. Community concerns about Victoria Park’s 10 per cent canopy cover resulted in the collection of seeds from endemic shrubs and trees in the Jirdarup bushland to propagate into plant stock by specialist nurseries for use in various Urban Forest planting activities.

In the City of Bogota, Colombia, urban gardens across the city showcase over 120 plant species in orchards, including fruit trees, shrubs, vines, and even small plants with multiple uses and benefits for urban communities, such as the generation and strengthening of the social fabric, encouraging a healthy diet, promoting physical activity, contributing to mental health, contribute to the conservation of knowledge from ancestral and traditional communities, and the reduction of organic and inorganic waste.

In the City of Paris, the Oasis Schoolyard project, launched in 2018, seeks to renew, dynamize and green existing public schoolyards across the city, thereby responding simultaneously to multiple urban issues such as the lack of green areas within the city, the design of appropriate public spaces for children growing up in the city, and in general the enhancement of citizens’ quality of life. This improves community cohesion by providing free access to green space in schoolyards on Saturdays.

By December 2021, 72 schoolyards had been transformed, and the City’s goal is to reach all 770 kindergarten, elementary and middle schools by 2050.

In 2019, the Montréal Botanical Garden inaugurated a series of phytotechnology stations to address various environmental issues on its site, including two types of sub-surface constructed wetlands, one with horizontal flow and one with vertical flow. These wetlands ensure that the water used in this garden, which circulates in a closed circuit, is of good quality and educates visitors on the role and benefits of these green infrastructures. These initiatives demonstrate only a small selection of the impressive diversity of entries. View more case studies by finalists here

“The outstanding nature-based projects featured in these awards are inspiring, each unique and ground-breaking within their local contexts. They indicate the many ways we can and need to embrace and nurture nature in an urban context.”

- Ms Kobie Brand, Deputy Secretary General of ICLEI and Regional Director of ICLEI Africa and Member of the Jury.

The shortlist of 18 entries, comprising the finalists was presented to the world-renowned 2022 Awards Jury, who was tasked with voting for a winner in each of the six categories based on each entry’s potential for impact, capacity for influence, replicability, and scope to inspire transformative change.

The jury voted for one city that will win the ultimate overall AIPH World Green City Award from the six category winners.

The winners will be announced at the AIPH World Green City Awards gala dinner which is set to take place on 14th October 2022 at the IUCN Leaders Forum, with a focus on “Building nature-positive economies and societies” in the Special Self-Governing Province of Jeju, Republic of Korea.

Through the AIPH World Green City Awards, AIPH and its partners are proud to celebrate leading cities whose inspiring initiatives demonstrate the value of plants in urban life and ambitious nature-orientated approaches to city design and operation. These cities are showcasing first-hand how plants have the power to transform the built environment in the pursuit of greener, healthier, and more sustainable cities.

Town’s Urban Forest provides community groups opportunity to get #GreeningVicPark. Photo by Kat is good to start a garden. Garden of Bogotá image bank.

playing at the Maryse-Hilsz Oasis. Photo by Théo Paris.

Constructed wetlands in the the Montréal Botanical Montréal Botanical Garden

Wafex: a growing business success for 30 years

Wafex has emerged from humble beginnings in Australia to become a significant player in breeding, producing, importing, and exporting the world’s finest wildflowers. The family-owned business is celebrating 30 years of trading, and its second generation is aspiring to continue its fortunes.

AUTHOR:CASSIE ERCEG PHOTOS: WAFEX

Commenting on the firm’s 30th anniver sary founder Craig Musson says it’s a real honour to be at the helm of a multi-million turnover business that started from modest beginnings. “Wafex is now Australia’s leading flower company, with offices in the USA (California), Kenya (Nairobi), South America (Quito), Australia (Perth, Melbourne, Sydney and Brisbane), and a global presence across 26 countries.”

encompasses more than 150 staff worldwide, 300 customers and over 500 growers.

As Wafex continues to grow as a business, the second generation of Musson’s – Ryan and Kerryn - are involved in the import and whole sale divisions.

A TRULY GLOBAL COMPANY

Wafex is a truly global company.

of global sourcing and flower connection, logistics and quality assurance to provide clients with an extensive range of quality flowers.

OPERATING A VERTICALLY INTEGRATED BUSINESS

Wafex has become a household name in Chamelaucium, aka waxflower.

Musson’s vision was to create a full-service global flower company to produce, source, and export premium quality flowers. That vision became a reality, and success followed. Today, Wafex

The company’s dedicated staff sources flowers predominantly from Australia, California, South Africa, Europe, Kenya, Asia, and South America.

Covering all key growing areas in the world, Wafex has a sophisticated import programme. With staff in Africa and Ecuador, Wafex can combine its strengths

Wafex owns and operates a vertically integrated business. It has established a supply chain that provides a steady pipeline of new varieties grown under licence all year round and for the exclusive benefit of growers and customers. The vertically integrated global flower business includes breeding, growing, production, importing and exporting investments.

ENSURING THE FUTURE

In 2007, Craig Musson and Adrian Parsons established the breeding company Helix Australia. Together, they have seen this investment prosper to ensure the continuity and future of Australia’s most popular commercial native flower –the waxflower.

To do this, they needed farms to trial varieties and produce mother stock, which they have successfully done. Wafex continues to develop new varieties to ensure an ongoing pipeline of new products is always available to the market.

WORKING WITH GROWERS TO COMPLEMENT WAFEX FARMS

Wafex strongly supports Australian growers and farms, promoting the thousands of native varieties grown locally and globally.

The Wafex farms have been developed to complement the range of its grower base and to plant the trials for Helix Australia’s breeding programme.

Wafex farms predominantly grow Australian and South African native flowers, and are in the best growing regions, with ideal conditions for the wildflowers Wafex grows.

Wafex is a familybusiness Left to right Ryan, Michelle, Craig, and Kerryn Musson.

ON THE GROUND SUPPORT IN INTERNATIONAL MARKETS

Wafex has a team of seasoned professionals, many of whom have been with the company for over ten years. Wafex has on-the-ground staff in the key growing regions of Kenya and Ecuador. Here it can ensure that grower deliveries are quality checked, vacuum cooled and despatched on time with all the necessary paperwork.

Wafex USA is one of the very few fresh flower exporters in the USA, specialising in exports of Australian native cut flower varieties grown in the outstanding Southern California climate.

WAFEX IS A COMPANY THAT TAKES THE FUTURE VERY SERIOUSLY Wafex’s overall company ethos and ethics are about being ecologically, economically, and environmentally responsible and sustainable. The company firmly believes in fair trade for all people and all products. Being a globally connected company, Wafex deals with various cultures and geographical conditions. But no matter which continent Wafex is operating from, the approach to business is always the same – creating

relationships and partnerships that assist growers and suppliers in developing and developed countries achieve sustainable and equitable trade outcomes. Wafex’s overseas farms and farmers are at the heart of their local community, whether in Kenya, Ecuador, or South Africa. Many are family businesses that support their local community with programmes for women, wildlife reserves, community infrastructure and schools. Wafex values the countries, communities, and people it works with. Whether it be sustainability, packaging, rainforest alliance, recycling, reducing waste, or supporting farmers with correct economic and social equity, it is all about the current and future.

• Wafex will be exhibiting at the IFTF show at Haarlemmermeer between 9-11 November 2022. The company’s team looks forward to welcoming you on stand C3.03.

• For more information, visit www.wafex.com; email: sales@wafex.com.au Or follow the company on Instagram @wafex_australia and Facebook: @wafexaustralia

From October 2nd 2023 to March 28th

The method is in the metrics

This summer’s heatwave in Europe is a sobering reminder of our climate crisis. And as countries worldwide wake up to this crisis and agree to achieve climate neutrality, the need for businesses to assess their carbon footprints is noticeably increasing.

CORPORATE SUSTAINABILITY

REPORTING DIRECTIVE (CSRD)

This autumn, for instance, the EU is set to adopt the Corporate Sustainability Reporting Directive (CSRD). This common reporting framework will require companies to detail the impact of their businesses on the environment and human rights. Initially focussing on larger companies (with small- and medium-sized firms following suit),

it is expected to be rolled out over the next few years.

Observing this changing business landscape, the internationally recognised farm assurance scheme, GLOBALG.A.P., responded to it in 2020 by launching its Impact-Driven Approach (IDA) to Sustainability standard in Flowers and Ornamentals.

Juan Carlos Isaza, GLOBALG.A.P.’s senior technical expert for floriculture, notes: “The importance of measuring has been steadily growing within the sustainability movement. With due diligence in mind, people said there’s a need for metrics. GLOBALG.A.P. was already on its way to developing Version 6 of its family of standards, which is much more outcome-based and for which it was already foreseen to include metrics to facilitate

demonstration of improvements and identify the impact of its new standards.”

“And because floriculture was such an advanced sector, it was the first to take flight. We could develop the sector’s IDA quickly because we already had an environmental registration (record-keeping) strategy within the international Floriculture Sustainability Initiative (FSI). And we also had existing models in the sector to draw inspiration from, such as MPS-ABC, Kenya Flower Code and Florverde Sustainable Flowers.”

IMPROVING ENVIRONMENTAL CREDENTIALS

With sustainability coming to the fore, more and more horticulture producers are choosing to enter the

AUTHOR: RACHEL ANDERSON.

GLOBALG.A.P.

With mandatory carbon footprinting on the horizon, GLOBALG.A.P.’s Impact-Driven Approach (IDA) to Sustainability module is helping the floriculture industry prepare for this new dawn

GLOBALG.A.P.’s standard for Flowers and Ornamentals was launched in 2002.

IDA programme. The module sees growers collect (and then submit) input consumption data that ultimately help them improve their farming efficiency and, therefore, their environmental credentials.

The data collected includes measurements on plant protection products, fertilisers (nitrogen and phosphorus), water and energy.

The data is then sent to GLOBALG.A.P. for processing and returned to growers through historical trend graphs and comparison reports. If they choose to, producers can compare their input consumption data against similar growers (according to region, crop, and growing conditions).

Isaza asserts: “With more than 200,000 growers under GLOBALG.A.P. certification in over 135 countries, GLOBALG.A.P. is well-placed to encourage the collection of such data and create a strong flow of information.”

RETAILERS’ REQUEST

Sarah von Fintel, key account manager for the consumer GGN label floriculture, notes: “Retailers are requesting more information/metrics from the growers, and this is one of the reasons why the IDA was created. Retailers want to see, for example, that their suppliers are using pesticides responsibly or optimising their water use.”

“It’s also interesting for the growers to compare their farm’s inputs to others and see where they are. It can help give them an idea of what areas they could improve upon – or if there is anything they are doing particularly well.”

FLEXIBILITY

Part of the IDA’s popularity is undoubtedly due to its flexibility. For growers, the module can either build on the GLOBALG.A.P.’s existing Integrated Farm Assurance (IFA) standard for flowers and ornamentals as an add-on, or it can simply be a smaller, independent standard on its own or in combination with a different farm assurance scheme.

Helpfully, GLOBALG.A.P. recognises other benchmark schemes and works with some 160 certification bodies worldwide.

Whilst some producers may take a little while to adjust to using their farm management systems to collect input consumption data, Isaza highlights that GLOBALG.A.P. members are accustomed to record keeping.

Keeping records, he notes, has always been a central part of GLOBALG.A.P.’s farm assurance scheme. Isaza explains that the organisation began its journey

as EUREPGAP in 1997 after the UK’s ‘Mad Cow Disease’ epidemic had shaken the trust of consumers in the food sector. To that end, GLOBALG.A.P. (EUREPGAP) was, in its earlier years, primarily focused on food safety, product quality and plant health. The standard for Flowers and Ornamentals was launched in 2002. Today, more than 200,000 producers in 134 countries are GLOBALG.A.P. certified. “If there is a quality or a food safety issue with a product, you need to be able to return to the farm and identify what, when and where the issue happened. So, there has always been a strong element of supply chain traceability in the standard,” explains Isaza.

NATURAL PROGRESSION

Two decades later, such issues remain vital – but sustainability is also a fresh focus. The creation of the IDA was a natural progression for the organisation, which is continually evolving.

Isaza says: “We are constantly looking into what is happening in the world and seeing how best we can respond to it. How does this change affect, or fit into, our sector? And what should our role be?”

Undoubtedly, the GLOBALG.A.P. team is doing its utmost to ensure that the worldwide floriculture industry is responding to our changing world and preparing the floriculture sector for the future.

If they choose to, producers can compare their input consumption data against similar growers (according to region, crop, and growing conditions).

GLOBALG.A.P.’s senior technical expert for floriculture Juan Carlos Isaza and Sarah von Fintel, key account manager for the consumer GGN label floriculture.

RETAIL POTENTIAL IN POLAND

FCI’S first webinar on Poland’s retail market discussed the opportunities in Eastern Europe for floral breeders, growers, exporters, and wholesalers.

AUTHOR: RACHEL WAKEFIELD

Poland is an important trading partner for flowers and plants.

Since the collapse of the Iron Curtain in 1989, the Polish economy has rapidly transformed from a centrally planned economy to a free-market economy.

Tomasz Szacon deals with international commercial networks. In Poland, the discount stores covers approximately 70 per cent of all fast-moving consumer goods (FMCG) food sales, and the flower sales are ‘impulse buys’. Selling your product to these merchants is tough. Szacon warns that you need to know your figures if you want to stand out from the competition. The expected consumer prices for flowers in these stores decrease from PLN 19.99 to PLN 9.99. He adds: “All Polish discounters work through a central warehouse. So, when calculating cooperation costs, you must consider that the delivery will always be to the main warehouse.”

(left to right)

Tomasz Szacon, consultant of Retail Poland.

Robert Radkiwiecz, co-creator of Polish Garden Centres.

Collaborating with hypermarkets is a different matter. These are destination shops in good locations; with whole aisles for fresh flowers and gardening.

The demographic is much older, but Szacon underlines, “Hypermarkets are often franchised, too, so individual stores can buy without the consent of the head office. The downside is that they won’t need to buy a whole truckload of a product.”

Consumers do go to DIY stores and garden centres to specifically buy ornamentals and plants.

Robert Radkiwiecz is co-creator of Polish Garden Centre, where he trains many family-run firms on the importance of a customer experience and how to signpost plant displays better.

are going through massive development, not only due to the pandemic but also because of the wealth of the potential client’s wallet, which in the garden store is higher than other retail outlets.”

Watch the webinar on-demand, https://youtu.be/c5L72CFLNb0

TRADE MISSION

Table by Tomasz Szacon for FCI webinar.

He says, “The customers are ‘demanding’, looking for new products and what is fashionable in the current season”

He adds, “Polish garden centres

FCI in association with Fresh Market Poland is organising B2B meetings between flower and plant professionals and buyers from supermarkets, DIY stores and garden centres at the 2022 edition of the Fresh Market B2B Meeting and Fair on 21 & 22 September in Warsaw, Poland. Visit, https://aiph.org/ floraculture/trade-mission/ trade-mission-poland/

TOP DISCOUNTERS

Biedronka - 3,150 stores

Biggest discounter, this figure is from 2020

Dino - 1,880 stores

Fastest growing discounter - 360 stores opened in 2021 - that’s almost one a day.

Lidl - 810 stores

Netto - 380 stores This chain took over the TESCO stores.

Kaufland - 235 stores

TOP HYPERMARKETS

Carrefour - 935 stores Currently the most points of sales.

InterMarche - 220 stores

Auchan - 108 stores Recently taken over by Real.

E.Leclerc - 48 stores A small network with some good locations.

LARGEST DIY STORES

Bricomarche – 171 stores

Mrówka - 307 stores

The majority of these are franchise points.

Castorama - 76 stores

LeroyMerlin – 60 stores

OBI – 51 stores

Wantable waxflowers by Arnelia: from add-on to primary cut flower crop

The goal of Hans Hettasch from South Africa-based cut flower nursery Arnelia Farms is always to try to grow the perfect waxflower. One which is strong and healthy, of a fashionable shape, and will perform superbly in any bouquet. He talks to FCI about the inaugural Waxflower Tour in South Africa, his blooming partnership with renowned wax flower breeders Helix Australia and Digby Growns, his biggest achievement in waxflower production and propagation, and the state of the trade.

AUTHOR: RON VAN DER PLOEG.

Hans Hettasch founded Arnelia Farms in 2002. At that time, the company focused more on Proteaceae cut flower production (Leucospermum, Leucadendron and Protea), while waxflower was an add-on. Over the years, waxflower became increasingly important in production volumes and value, and today it is Arnelia’s primary cut flower crop. Today, the farm spans a production area of 60ha, of which approximately 40ha is used for the field production of waxflower.

When Hettasch phones in from Hopefield, 100 km north of Cape Town, the inaugural Waxflower Tour South Africa lies only a few days behind him.

Arnelia’s willingness to open its farm allowed growers Efraim Gafni from Gafni Farm, Omer Kessler from Said Ronen Farm, technical adviser Gershon Itzhak and marketeer Lihi Salpeter- Danziger from Blooms Floral Imports – all from Israel - to experience hands on the production and farms that shaped South Africa’s thriving waxflower industry. The educational trip was led by Adrian Parsons, chief executive of waxflower breeder Helix Australia, and Digby Growns from Kings Park and Botanic Gardens (KPBG), Perth, Western Australia, another famed expert in the field of waxflowers.

FCI: How did the event help South Africa’s wax flower industry progress?

Hans Hettasch: “Interaction between growers is always

valuable, and exchanging ideas regarding production, propagation and technical issues was great. Gaining a better perspective on Northern hemisphere production and marketing puts many things in perspective for South African waxflower growers, as Israel is the world’s biggest waxflower producing country. Thanks to strong production in both Northern and Southern hemisphere, waxflower is available in most markets year-round.”

What do you think was the tour’s absolute highlight?

“The tour offered Arnelia the opportunity to showcase the Helix varieties in production, as cut flowers and potted plants. Participants saw several excitingly new breeding numbers under evaluation. Having the legendary waxflower breeder, Digby Growns, in the group to explain some of the breeding and evaluation processes and give everyone some insight into the pipeline of new varieties yet to come was amazing.”

You grow waxflower from URC, a task not for the faint-hearted, am I right?

“Having the right conditions in the propagation greenhouse, healthy mother stock, timing and choosing the right material to propagate from are all important factors in successful waxflower propagation. Some varieties are tough to propagate and require specific techniques. We continuously improve our strike rates and the quality of rooted cutting we produce.”

Over the years, you have become an experienced waxflower grower. Technically speaking, what does it take to succeed in a waxflower crop?

“Waxflower has a set of unique growing conditions which can make the plants quite tricky to grow if they are not met. Each variety has its nuances of challenges, and growing techniques must be adapted accordingly. Climate, soil conditions, nutrition, and crop protection are all technical matters that need constant attention to detail.”

Many years ago, you teamed up with Mike Cramer of the University of Cape Town in a trial exploring nutrition in Proteas (another flagship product of Arnelia). Tell us about nutrition for waxflowers.

“Finding the right balance of nutrients for optimal production of each variety we grow is an ongoing affair. All commercial varieties are growth-tracked, and regular soil and leaf sampling help guide our nutrient mixes and rate decisions.

Knowing when each variety initiates flowers is important. Trying to limit overgrowth without compromising leaf quality on the plant is always a balancing act that requires close monitoring and agile management.”

What achievement are you most proud of?

“To work closely with Helix Australia on trialling and commercialising new waxflower varieties and bringing them to the global market. We continue to work hard to produce consistent,

PHOTO: ARNELIA

FARMS

high-quality cut flowers for all our clients. We started working together in 2008. Access to new waxflower varieties has been Arnelia’s key growth driver. As Helix Australia expands the range of new varieties being trialled and commercialised from the breeding programme at Kings Park Botanic Garden, the scope for growth in waxflower production grows. New varieties from this breeding programme are so unique in colour, flower size and timing that I believe the commercial potential for production is enormous. Almost all of Arnelia’s waxflower production is of Helix varieties. We currently have 18 Helix varieties in commercial production and add new ones to our range every year.”

Speaking of unique waxflowers, tell us about Helix’s exciting range of megalopetalum waxflowers and the two-toned Sweet16 series.

“The Chamelaucium megalopetalum hybrids not only have larger flowers but also produce their flowers in an umbrella shape over the top of the stem, rather than more laterally along the stem as Chamelaucium uncinatum does.

The variety ‘My Sweet Sixteen’ is one of a kind, with flowers starting white and then maturing from pink to red. At its prime, ‘My Sweet Sixteen’ is sold with all three colours of flowers on the stem.”

What are the most important benefits of working with Helix’s PBR-protected varieties?

“New varieties are essential to Arnelia, and we understand that breeding is expensive and that to support a sustainable breeding programme in the long-term, protection of plant breeder’s rights and management of the relationship between growers and the breeder must be nurtured. Helix Australia is serious about the future of waxflower and working with its licenced growers to protect and manage their varieties in a way that benefits all parties in the long run.”

What can you tell about yields and prices?

“Yields can vary quite dramatically between varieties. Some early-season varieties have lower yields or thinner stems but are still commercially viable to produce due to high prices. Mid-season varieties need high yields, long stems, and good weight to earn their place in the assortment.”

Do you see an increase or decrease in South Africa’s plantation areas?

“In our country, plantings are rapidly increasing to meet market demand and incorporate new varieties into the assortment.”

How would you characterise your buyer’s audience?

“At Arnelia, we sell all our flowers directly from the farm to importers, wholesalers, and bouquet makers

in markets around the world.

We do our utmost to bring our waxflower varieties to as many markets as possible as directly as possible. I am convinced that there are many untapped opportunities for waxflower, especially as more and more new varieties become available, and our assortment of colours expands over the whole season.”

Do you find yourself in a buyer or seller’s market?

“In my opinion, it is almost always a buyers’ market, but by working as closely as possible with the buyers of our flowers, providing information on varieties and by promoting our new varieties, all the while working hard to provide the best possible quality and service we hope to be in a position where our flowers are sought after.”

What’s your biggest tip for staying on trend and attracting waxflower buyers?

“By working as closely as possible with the buyers of our flowers, we hope to be able to pick up on trends quickly. Most important to Arnelia is to supply a consistent quality product.”

What do you think are the critical gaps in the market?

“Good clean white with flowers over the top of the stems, throughout the season, is the most important priority. Furthermore, pinks and purples with the same flowering characteristics are also important. High yield and good vase life are critical.”

What is the outlook for the 2022/2023 waxflower season?

“We are positive that after the tough time we had sold flowers in the scorching Northern hemisphere mid-summer period, the demand will rapidly increase, and we can look forward to a good season.”

Hans Hettasch in his waxflower harvest

Plantarium|Groen-Direkt

KVBC’s judging panel highlighted the victorious plant as follows: “Phlox ‘Olympus’ has striking variegated foliage and young red shoots. This Phlox is a welcome new addition to the range, especially with its purple flowers. It’s suitable for use in private gardens and public green spaces.”

The plant is bred by 55-year old Peter Geerlings, owner of Geerlings-Meyer BV from Hillegom. It was introduced by royalty management agency/ perennial plant intermediary Compass Plants BV and wholesale plant nursery Rijnbeek. The plant was one of 35 outstanding new selections on display at the 2022 Plantarium|Groen-Direkt show, held between 24-25 August at Boskoop’s International Trade Centre. The number of Bronze and Silver Medals awarded was 11 and seven, respectively.

Peter Geerlings was thrilled when Helma van der Louw, chairwoman of Boskoop’s Royal Horticultural Society (KVBC), presented the show’s top accolade to Phlox paniculata ‘Olympus’, a plant he discovered in 2012 as a variegated sport on a seedling whose mother was the non-patented Phlox paniculata ‘Pixie Miracle Grace’, with a Phlox paniculata seedling selection as unknown father/pollen. Geerlings says he has fallen in love with the award-winning Phlox, and it is easy to see why. The new leaf growth in vibrant shades of red and purple in early spring put on a great show. It continues to shine in late summer as just before flowers unfold themselves, the leaves once again magically change colour. This time, it offers a twist of variegated foliage with green centres and white margins. Geerlings says: “What’s more, the blooms of Olympus are large and equally two-toned. They appear in clusters of delicately fragrant purple flowers with a white centre.”

Launching the new variety - just like Phlox paniculata ‘Cleopatra’, ‘Zenobia’ and ‘Palmyra’ (also bred by Geerlings-Meyer BV) named after ancient gods and mythical homes of the gods – hasn’t been a small undertaking. Geerlings notes, “As ‘Olympus’ is the result of a mutation, it took me six years of trialling to exclude any ‘reverting’that is, a return to its natural state. The plant is 100 per cent stable, and we propagate them using soft tip cuttings. We can reproduce true to type over successive generations.”

‘Olympus’ is not the first variegated Phlox. The cultivar ‘Nora Leigh’ has been around for quite a while and Phlox breeders such as Rene van Gaalen from Delft also attempted to launch Phloxes with bi-coloured or tri-coloured foliage. And in ground-covering Phlox procumbens exists a ‘Variegata’ variety.

But nothing compares with Olympus, says Geerlings. “’Nora Leigh’, for example, features bigger blooms and much smaller foliage with much white. And it certainly doesn’t have that tremendous red shade in spring and early summer.”

Phlox paniculate ‘Olympus’ offers no better or worse mildew resistance than most Phlox types. It blooms right into late summer and stands 60-70 cm tall, depending on soil type and climate.

The KVBC Awards are the beating heart of the AIPH-approved Plantarium|Groen-Direkt show showcasing the best in new plant introductions from plant suppliers.

The trade show is also the place to find the best marketing concept. Griffioen from Boskoop scooped up the Green Concept Award for its Wild & Inheems (Wild & Native) concept.

The jury unanimously voted for Wild & Inheems, “finding everything right about this concept that perfectly meets current market needs”. The concept includes a selection of sustainably grown wild and native plants in pots

Boskoop’s Royal Horticultural Society judges crowned Phlox paniculata ‘Olympus’ as Best in Show at Plantarium|GroenDirekt’s New Varieties Showcase.

Cutting ribbon ceremony. Left to right Linda Hoogendoorn-Veelenturf (VARB), Michel Gerritsen (SVB), Anouk Noordermeer (Alderman Alphen aan den Rijn), Liesbeth Spies (Mayor Alpen aan den Rijn), Hans Cok (Groen-Direkt) and Taaf Rosbergen (Groen-Direkt).

Phlox paniculata ‘Olympus’, bred by Peter Geerlings from Hillegom, won the show’s top accolade: the KVBC Gold Medal.

The KVBC Awards are the beating heart of the AIPH-approved Plantarium|Groen-Direkt show.

from recycled plastic. According to the jury, the Wild & Native plants help promote biodiversity in each country so you can adapt the marketing concept accordingly by incorporating different plants to any region in Europe.

The jury assessed 21 market concepts with Nature2Nature from plant nursery Van Son & Koot from Kaatsheuvel ending second. Nature2Nature includes a range of great pollinator plants in four categories: Birds, Bees, Butterflies and Bugs. The purpose-selected plants - all of which are hardycome with a specific label depicting the plant and explaining which animals it attracts. The concept comes with a full range of (POP) Point of Purchase material. Nature4Nature is for any market segment: physical garden centres, DIY stores, and online plant delivery services. The concept is one of the answers to today’s eco-conscious shoppers. Van Son & Koot has an ambitious plan with Nature4Nature as it seeks “to inspire everyone and make the world greener”.

The jury report reads: “The concept evolves around appealing storytelling, using a subdivision in four categories. The concept is fun for children and very topical, responding to the need for sustainability and biodiversity. And it impacts the way of gardening positively.”

The show also presented People’s Choice awards, chosen by attendees voting on the scorching hot show floor.

During the opening ceremony early Wednesday morning, 24 August, organisers bent over backwards to explain that the 2022 Plantarium|Groen-Direkt edition is a brand-new show, marking a new dawn for the international nursery stock industry. Perhaps a ‘rebrand’ rather than a ‘first’ as all industry professionals know that Plantarium and Groen-Direkt were events already held under one roof. The bottom line is that in February 2022, Jan de Vries, and Michiel Gerritsen of Stichting Vakbeurs voor de Boomkwekerij (SVB) and Taaf Rosbergen and Hans Cok of Groen-Direkt put their signatures to the agreement by which a

new show organiser was formed: Green Retail Events tasked with Plantarium|Groen-Direkt as their first trade show.

Once again, the term ‘new’ in show organiser’ is not absolute as the newly appointed organising committee includes six seasoned nursery stock experts.

Plantarium and Groen-Direkt combined aim is to provide a spring and autumn trade show where growers locally and abroad can gather to showcase garden plants and share knowledge, best practices, new ideas and techniques so that horticulture never stands still.

AIPH Secretary General Tim Briercliffe commented: “AIPH is pleased to have granted its approval to Plantarium |Groen-Direkt. The exhibition will provide a unique opportunity to see the new plants being introduced worldwide and to re-connect with producers and suppliers.”

The total surface area of the fair was 22,500m2, and 214 international exhibitors from four continents participated. The green sector’s leading plant nurseries joined suppliers, alongside a selection of hardware suppliers for garden centres. Visitors found thousands of products in all shapes and sizes on display and plenty of opportunities to place orders directly at GroenDirekt’s Autumn Fair. This is arguably Europe’s largest wholesale plant/nursery stock sales event featuring 4,000 sample batches of plants on raised beds and a ‘Danish trolley fair’. The latter allows the company’s 1,000 active European buyers to buy plants in smaller quantities per Danish trolley layer. The plants on sale at Groen-Direkt are grown by 384 growers, of which 30 to 40 per cent is from the Boskoop area.

www.plantariumgroendirekt.nl

Two hundred and fourteen exhibitors from four continents.

One of the showstoppers: Dümmen Orange’s Gaillardia aristata Spin Top series.

Group photo of the show’s award winners: Rijnbeek and Griffioen.

Plenty of opportunities to place orders directly at Groen-Direkt’s Autumn Fair.

‘IT’S LIKE HEAVEN TO ME’

Karen Tambayong is an AIPH member representative in Southeast Asia and Oceania. She is active in the Indonesian Flower Association, starting the Urban Greening Forum and introducing the Green City Guidelines when she led the association. She recently received recognition for her dedication as a Green City pioneer and ambassador of Indonesia’s ornamental horticulture, with a 2021 Silver Carnation Award in the International Business Management category. She recently attended the Singapore Garden Festival and Orchid Show and has written this review.

Ivisit

the Singapore Garden Festival and the Orchid Show almost every year. Seeing the Garden Displays new Green solutions and innovations in flowers and plants is always a great pleasure.

This year’s garden festival took place in the first week of August ... with a difference. Many of the garden displays were spread in different locations all over Singapore to avoid too much crowding.

This decision was favourable as it brought the event to the people, with garden displays on the main Orchard Road, where all the shopping centres concentrate, and some in the local parks.

The Orchid Show is at the National Orchid Garden, in the Singapore Botanical Garden. It is organised in partnership with the

Orchid Society of South East Asia. The orchid competition features the region’s best orchid plants competing for heritage trophies and award-winning orchid varieties cultivated by dedicated hobbyists and professional growers.

This year they received 528 entries, and the displays of winning specimens and other entries were carefully curated to highlight the orchids’ natural growing conditions.

After two years of lockdown and seeing so many beautiful orchids and new varieties experiencing in a beautiful setting, it’s like heaven to me. I’m so grateful and happy to be among these beautiful living flowers; it’s energising. Flowers genuinely make people happy.

View the highlights on this link, https:// youtu.be/aSUo-DcassQ

SAVE THE DATE

SEPTEMBER 2022

1-3. POLAND

Green is Life, Poland’s leading nursery trade fair in Warsaw. www.greenislife.pl

6-7. UNITED KINGDOM

FourOaks Trade Show, Cheshire. www.fouroaks-tradeshow.com

7-9. THE NETHERLANDS

Holland Dahlia Event www.hollanddahliaevent.com

13-15. FRANCE

Salon du Végétal, Parc des Expositions in Angers, France www.salonduvegetal.com

13-15. IRAN

5th International Congress hosted by the Iranian Society for Ornamental Plants (ISOP). www.isopcongress.ir

13-15. RUSSIA

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

14. UNITED KINGDOM

HTA’s Ornamental Grower of the Year Awards, held in conjunction with HTA’s Autumn Conference. Award recipients will automatically enrol in the AIPH International Grower of the Year Awards in 2023. www.hta.org.uk

14.SOUTH KOREA

The winners of the AIPH World Green City Awards 2022 will be announced at a dedicated ceremony as a high-level gala dinner. This gala dinner is set to take place during the IUCN Leaders Forum in the Jeju Special Self-Governing Province, www.aiph.org

14-17. GERMANY

Landscaping show GaLaBau. Held in mid-September at NürnbergMesse, GaLaBau is the premier trade event for discerning landscape designers, architects, contractors, facilities managers and interior designers. www.galabau-messe.com

21-23. ITALY

Flormart in Padua, Italy www.flormart.it

Flormart is ready for a grand return

Having celebrated its 70th edition in grande stile in 2019, one of Europe’s oldest horticultural trade exhibitions, Flormart, is undergoing a significant overhaul. A new team of event organisers from the city of Parma are showing an unprecedented willingness to experiment with new features and the ability to understand the needs of Flormart’s attendees and exhibitors. Their efforts will start to pay off between 21-23 September 2022 when in keeping with tradition, Flormart will open its doors in Padua.

The 71st edition of Italy’s second-largest horticultural trade show will take place in its hometown Padua on the recently renovated grounds of PadovaHall but organised in partnership with Fiera di Parma. This event organiser prides itself on having successful international trade show brands such as Cibus, Mercanteinfiera and Il Salone del Camper in its portfolio. The new event management has ambition and drive and is keen to put Flormart back on the world map as ‘an international showcase for ornamental horticulture in Italy. Under the guidance of ITA, the Italian Trade Agency, Flormart will welcome a global delegation of 200 buyers.

Fiera di Parma stresses that the venue remains unchanged, with Flormart staying true to the city where it all started in 1931.

Flormart’s February 2022 edition will serve as a platform to exchange ideas and research findings. The focus will be on Italian-grown flowers and plants, offering growers an

22. POLAND

Fresh Market Poland is a longstanding retail event offering B2B meetings with the cream of Polish supermarket chains. www.freshmarket.com.pl

23-26. BELGIUM

FleurAmour is a four-day floral extravaganza with more than 400 worldwide floral artists

opportunity to showcase their latest breeding breakthroughs and excitingly new varieties. Now that the green city movement worldwide is gaining increasing traction, the Flormart forum discussions will also highlight how green infrastructure can contribute to a city’s liveability through its economic, social, and environmental benefits. Flormart’s message will be clear: Italian-grown flowers and plants play a crucial role in helping realise successful urban green spaces.

In the future, the role of Flormart as a connector between companies and the government will intensify. In September, the trade show will roll out a campaign to maximise the market share of its exhibitors in foreign markets such as Central Europe, Eastern Europe, the Balkans, the Mediterranean basin and the MENASA (Middle East, North Africa, and South Asia) area. For more information, visit http://www. flormart.it

working on this year’s theme: Magic. www.fleuramour.be

23-25. UNITED KINGDOM

RHS Malvern Autumn Show www.rhs.org.uk

28. NETHERLANDS

Influencing Change in a Digital World is the theme of the Second AIPH World Ornamental

Horticulture Summit, which will take place on 28 th September 2022 at Floriade Expo 2022 Amsterdam Almere. www.aiph.org.

28-29. UNITED KINGDOM

The Landscape Show, NEC, Birmingham w ww.landscapeshow.co.uk

Trade Fair

Aalsmeer

9-11 November 2022

World’s largest variety in flowers and plants

The Trade Fair Aalsmeer has got world’s largest variety in flowers and plants. With 600 exhibitors and many visitors it’s a great opportunity to strengthen and expand your network. And to do good business together. We hope to meet you there.