Belgium Ornamental Industry July-August 2018

Water

The irrigation industry in the 21st Century GreenTech

Technology trends in horticulture July - August 2018

Bulbs

Tulip forcing grows by a billion stems

Belgian family businesses roll along with the latest trends and technology

Introducers of

brilliant plants

W

e search the world looking for brilliant and colourful environmentally friendly plants. We then work with our Licensed Growers to make them readily available into the global markets.

Once we have selected a plant, they are then extensively tested to prove their performance. We have trials sites located in all our key markets around the world and it is only after a potential Tesselaar plant has been through these trials, that it is considered for commercial introduction.

A network of growers – people who share our values of professionalism and quality – then grow-on the plant ready to be delivered to their local markets. Innovative promotion and marketing support plays a fundamental role in bringing these new and distinctively different plants onto the market place.

Underpinning all this is a personal philosophy, based on strong ethical practices and professionalism. It’s a straightforward approach driven by a simple aim - finding exceptional plants that are colourful, best in class and so easy to grow, and then bringing them to market.

Want to know more, check out our website www.tesselaar.com or email us at: Contactus@tesselaar.com

See us at:

Cultivate - Ohio, USA Plantarium - Holland Plantarium - Holland Essen - Germany

From the Editor

Contents

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elgium has deep roots in ornamental horticulture products of which the azalea, the Belgian pot mum, Laurus nobilis and the Begonia are the country’s flagship products. The Flanders’ Agricultural Marketing Board (VLAM) invited FloraCulture International to see a cross section of ornamental horticulture companies. Between the seemingly endless rows of trees, shrubs, garden roses and perennial and inside revolutionary flower cash and carries you could literally feel the pulse of the industry with entrepreneurs talking passionately about their history, product ranges, culture techniques, novel plants and business challenges. Page 10.

Speaking of the future, Rabobank has published its ‘Tulip mania or Tulip bravado?’ report outlining that in tulips the dry-sale market is stable and that the outlook for cut tulips is good.

According to the bank, worldwide sales can grow to one billion stems in five years. However, ‘quality awareness’ needs to increase, and good soil is increasingly scarce. Page 26.

Quality and sustainability are also high on Primrose’s agenda. This Moroccan carnation farm is involved in several certification programs such as GlobalGap, MPS-ABC and ETI (Ethical Trade Initiative). For Ali Bennani Smires, growing responsibly creates access to European markets and to long term viability.

Page 30.

Exciting news, to conclude comes from the International Association of Horticulture Producers (AIPH). AIPH has initiated an analysis of global demand and production of ornamentals. The main objective of the International Vision Project (IVP) is to ascertain relevant drivers and inhibitors for this forecast.

FloraCulture International has been granted exclusive access to the first key conclusions of this ‘ongoing project’ that brings together industry players, researchers and governments to create a platform for research and insight exchange. Page 41.

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10 COVER STORY

10 THE FLANDERS FILES This month’s issue is arguably the most extensive overview of Belgium’s ornamental horticulture industry, including company profiles, the most recent available facts and figures and their background information.

FloraCulture International July-August 2018

Story by Ron van der Ploeg

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FEATURES

26 TULIP MANIA OR TULIP BRAVADO? The Rabobank expects the tulip forcing industry to grow by a billion stems by 2023.

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by Hans van der Lee

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IRRIGATION INDUSTRY QUO VADIS? Anything that can optimise water usage and reduce current day wastage, can only be beneficial.

Voices

by Nurit Levy

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SOURCING MOROCCAN CARNATIONS Located in Azemmour, 55 km South, Primrose has made a name for itself in growing spray carnations destined for export, especially to the British market.

by Marie-Françoise Petitjean

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From the editor

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Non-negotiable conditions

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The times they are changing

THE LATEST TECH TRENDS GreenTech (June 12-14) featured 477 exhibitors and nearly 15,000 trade visitors from more than 112 countries.

In every issue

by Linda Kaluzny-Pinon

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FRENCH FLEURS The relocated Salon du Végétal show still needs time to acclimatize.

by Marie-Françoise Petitjean

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World News

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International Events

HOT SPOTS FOR ORNAMENTALS The first global research of established and emerging global hot spots for ornamentals’.

by Joep Hendricks and Richard Melnick

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World News

GREEN IS LIFE/FLOWER EXPO POLAND UNITED KINGDOM

Gateway to Poland for industry professionals Poland possesses one of Europe’s fastest-growing economies, growing by 4.6% in 2017. The country’s ornamental horticulture industry is growing at an even higher rate. The combined Green is Life/Flower Expo Poland trade exhibition (Warsaw, September 6-8) offers a unique opportunity for plant and cut flower buyers, facilitating interaction between professionals of all facets of the supply chain.

ENA welcomes Czech Republic, elects new board of directors The European Nurserystock Association (ENA) celebrated its General Assembly meeting on June 27th, 2018, in Oxford (UK). 32 delegates from 19 countries participated in the meeting and welcomed the Nursery Association of the Czech Republic as a new member.

Jan-Dieter Bruns from Germany was elected ENA President and Henk Raaijmakers from the Netherlands was elected ENA Vice President.

The nursery sector is feeling confident that the EU Plant Health Regulation and the coming Implementing Decisions will be an opportunity to enhance the Plant Health criteria, as these will be more equally applied all over the EU than under the current Directive.

This discussion conveyed to the debate on BREXIT, that is under negotiation but that worries both the British and the rest of European nurseries. The post-BREXIT application of the phytosanitary regulations in the UK should allow a high level of control of quarantine pests of plants traded between the two territories but, at the same time, must not interfere in the movement of plants.

Regarding the nursery stock industry in Europe, the ENA General Assembly unanimously accepted The Nursery Association of the Czech Republic (Svaz školkařu ČR | http://svaz-skolkaru.cz/) as a new member, becoming the 22nd country that has joined ENA. At the conclusion of its Summer Meeting, ENA held elections to renew its board of Directors. Jan-Dieter Bruns, representing the German organisation BdB, was elected President succeeding Tim Edwards from the UK, and Henk Raaijmakers, representing LTO from the Netherlands, was elected Vice President. Willy De Nolf and Josep M. Pagès will continue serving as Treasurer and Secretary General respectively.

Pictured left to right: Tim Edwards, former President; Jan-Dieter Bruns, President and Henk Raaijmakers, Vice-president.

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FloraCulture International July-August 2018

The country’s luxury market, including fresh, high-end flowers, is faring well. For example, Dutch cut flower and potted plant exports to Poland increased by 22% in 2017, representing a value of €230 million. And the future is rosy: amongst 40 million Poles is a large group of flower aficionados.

Flower Expo Poland and Green is Life are two shows under one roof and, as such, the leading trade fair for ornamental horticulture in Central and Eastern Europe. Last year’s edition attracted 17,000 visitors including 7,000 industry professionals such as florists, DIY sales managers, garden retailers, wholesalers and growers.

This year’s edition promises to be even more exciting than previous years as the motto ‘Collection of Benefits’ invites exhibitors to engage in hands-on, saleable and on-demand concepts. Visitors will be treated to: • Demos of complete flower shop sales floors targeting different customers and catering to different consumer tastes: Glamour, Fusion, Modern and On-The-Go. • Floral design workshops by top florists from Poland (Zygmunt Sieradzan, Maciej Krzus and Monika Harlos) and abroad (Stefan van Berlo).

• top-notch educational programme including seminars on visually appealing merchandising and social media.

The show is still open for registration. To participate as an exhibitor contact ewa.luczak@zszp.pl. For more information or to register as a trade visitor: www.flowerexpo.pl

NETHERLANDS

FSI welcomes Decorum Decorum has strengthened its sustainability network by signing a new partner agreement with Floriculture Sustainability Initiative (FSI). Decorum Chairman, John Grootscholten and FSI Director, Jeroen Oudheusden believe that teamwork and collaboration will bring only mutual benefits.

ITALY

AIPH announces Congress The global ornamental horticulture industry is invited to the 70th AIPH Annual Congress which will take place in the beautiful city of Padova in Italy from 17th-22nd September 2018. The Annual Congress of the International Association of Horticultural Producers (AIPH) is open to members and non-members and includes conferences, discussion, networking and professional tours that will prove highly valuable for everyone who attends.

Decorum is the first growers cooperative to join the Floriculture Sustainability Initiative. Among FSI members are fifty organisations and companies – retailers, trade companies, growers and suppliers – who have committed themselves to further develop their sustainable practices and drive positive change towards the sustainable production and trade of flowers and plants. The ultimate goal is to have 90% of ornamentals grown and traded in an environmentally friendly and sustainable way by 2020.

FSI chief Oudheusden stressed that FSI is not a certificate, but rather an international network of partners working together in the field of sustainability. This happens through projects and benchmarking, which reinforce the sustainability programmes. Grootscholten added that partnership with FSI offers great opportunities for growers. “Consumers ask for a green and sustainable product range.

Collaboration and teamwork will help to achieve common goals.

FSI will improve sustainability skills and knowledge of Decorum growers.”

FSI is dedicated to making the sector more sustainable and creating a playing field for growers, traders and retailers. The idea is to achieve that goal by seeking collaboration between all partners in the supply chain.

Pictured left to right are Decorum’s John Groot Grootscholten and Jeroen Oudheusden sign the agreement at FSI World Horti Centre headquarters in Naaldwijk, The Netherlands (Photo credits: Geert Peeters). >>>

This Congress is organised with the support of AIPH member in Italy, ANVE, as well as the Flormart Trade Fair which will run alongside the Congress. The Congress will include: • AIPH International Horticultural Expo Conference • AIPH International Green City Conference to bring together experts and knowledge on urban greening from around the world.

• Visit to the AIPH-approved, Flormart Trade Fair • Visits to premier Italian growers in the world-famous growing region of Pistoia • Visits to Venice and the fabulous Botanic Gardens in Padova AIPH Secretary General, Tim Briercliffe commented “AIPH will welcome industry representatives from around the world during this momentous 70th anniversary year. AIPH is going from strength to strength, so we would welcome growers and associations to join with us to benefit from a programme with a high level of content and Italian hospitality.”

For more information and to register visit www.aiph.org/ events/padova/

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World News

RUSSIA

Chrysanthemums galore at Saint Petersburg’s flower parade June 12 is Russia’s Independence Day, which commemorates the adoption of the Declaration of Sovereignty of the Russian Federation in 1991. In Saint Petersburg, the occasion was marked by a flower parade with a wide variety of Dutch chrysanthemums occupying pride of place.

Dutch Chrysanthemums have proven popular with Russian consumers for many years. Basically, they are present everywhere: metro kiosks, flower stalls, grocery stores and florist shops. As such, Russians tend to see them as an everyday flower, somewhat unimaginative and mainstream.

Dutch Chrysanthemum breeders and growers teamed up with the organisers of the annual Saint Petersburg flower parade and sponsored a float that was lavishly decked out with Chrysanthemums of all shapes, sizes and colours. Floral

artists, Vladimir en Alexandr Bermjakovy created some awesome, high-end Chrysanthemum arrangements that wowed the crowds.

Trendy Dutch Chrysanthemums also played a prominent role in floral design competitions and afternoon entertainment, spectacle floral fashion shows and dancing.

Charged with changing the image of Chrysanthemum is Justchrys, a cooperation of breeder’s and propagator’s association Chryson (Armada, Deliflor, Dekker Chrysanten, Dümmen Orange,

Floritec and Royal Van Zanten). The goal is to make this change utilizing practical know-how, market research and innovative thinking. The project covers every aspect necessary to market the new, unconventional image of the flower; ranging from image and product photography to floral arrangements, advertising and POS materials.

For more information please visit: www.justchrys.com

CHINA

Over 100 countries expected to participate in EXPO 2019 BEIJING Over 100 countries are expected to participate in the AIPH-approved Expo 2019 Beijing to take place from 29th April to 7th October 2019 in Yanqing district of Beijing, China. Covering over 500 hectares this will be the largest ever A1 International Horticultural Exhibition approved by the International Association of Horticultural Producers (AIPH).

Organisers expect to attract over 15 million visitors to the Expo which will be taking place close to the foot of the Great Wall in Badaling. Countries and international organisations will take their place at the Expo alongside many gardens from provinces across China.

AIPH granted approval to the Expo in 2012

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and have supported the project through annual inspections and reporting. It subsequently gained the recognition of the Bureau International des Expositions (BIE).

Following the most recent AIPH inspection visit in June, AIPH Secretary General, Tim Briercliffe commented,

FloraCulture International July-August 2018

“Construction is well underway on site and this is set to be the most magnificent International Horticultural Expo that we have seen. The organising team have worked tirelessly on this project and I have no doubt it will receive the global recognition it deserves when it opens in April next year. With the theme of ‘Live Green, Live Better’ it will highlight to millions of people why plants matter so much in their lives and how to use them in this way. This will be an unmissable event for anyone in the horticulture industry and for anyone who cares about how people can live in harmony with the environment.”

AIPH member, China Flower Association (CFA), has consistently supported and promoted the Expo. Commenting on the progress when meeting with AIPH President Bernard Oosterom, just one year before opening, CFA President, Madame Jiang Zehui, said, “With great importance attached by the Chinese government on ecological civilisation and beautiful China construction, China’s floricultural industry will usher into a bright future.

Expo 2019 Beijing will help us show to the world how far our industry has come and how we see the future. I look forward to welcoming you all to Beijing next year to experience this great event.”

For more information visit www.aiph.org/ aiph_event/beijing-china-2019-a1/ and www.horti-expo2019.org/

JAPAN

KENYA

Sakata grants Van Egmond two-year period of exclusivity to novel Lisianthus Sakata Seed Corporation, of Yokohama, Japan, announces that they have acquired a minority interest in Van Egmond Lisianthus B.V., of Rijnsburg, Netherlands.

Sakata Seed Corporation is the world’s largest breeder of Lisianthus cultivars and Van Egmond Lisianthus B.V. is the world’s largest producer of Lisianthus young plants.

The agreement between the two companies, which pertains solely to the EMEA (Europe, Middle East and Africa) region of Sakata’s territories, also grants Van Egmond Lisianthus B.V. exclusive rights to new Sakata Lisianthus varieties in the EMEA region for a maximum of two years after introduction of each new variety.

In reaching the agreement, Sakata Seed Corporation and Van Egmond Lisianthus B.V. are committing to the future supply and distribution of the best Lisianthus genetics. In a market where this beautiful cut flower is expanding at an exponential rate, it is essential that the major market forces cooperate to ensure continued supply to meet the increasing market demands in EMEA. This additional formalization of the already strong relationship between Sakata Seed Corporation and Van Egmond Lisianthus B.V. will be a further step in strengthening this cooperation.

Both Sakata Seed Corporation and Van Egmond Lisianthus B.V. are delighted with this development and look forward to the continued growth of the excellent Lisianthus product.

Upbeat mood prevails at Nairobi’s Iftex show Buyers from around the world converged on the Oshwal Center in Nairobi in June for the seventh annual Iftex trade exhibition. Show organiser HPP touted the event as “excellent in every respect”.

Exhibitors and visitors shared varied assessments of traffic levels at the show but all gave high marks to traffic quality. The show was a celebration of the finest quality ornamental horticulture and hosted a number of eye-catching stands.

Iftex 2018 kicked off on June 6. The opening ceremony at the Oshwal Center in Westlands Nairobi included remarks from Kenya’s Vice Minister of Foreign Affairs & International Trade, Dr. Chris Kiptoo. He praised all players in the flower industry for their contribution to Kenya’s export economy.

Among the winners of the Best Stand Competition in the category NonPerishables were: Afrex/Cargolite (Bronze), Panalpina (Silver), Elgon Kenya Ltd (Gold) and Royal Flora Holland (Platinum). The highest prizes in the Perishables category went to Oserian (Bronze), Subati (Silver), Omang & Amor/Decofresh (Gold) and Fontana/Black Tulip (Platinum).

Best in show in the Cut Flowers

category were: Gypshophila ‘Cosmic’ from Tropiflora (Bronze), Hydrangea ‘Magical Trophy’ from Flora Delight Ltd (Silver), Alstroemeria ‘White Pears’ from Batian Flowers (Gold) and Chrysanthemum ‘Anastasia Green’ from Utee Estate Ltd (Platinum). In the Roses category awards were presented to the standard rose ‘Beyond Zero’ from Fontana (Bronze), the garden rose ‘Charming Lady’ from Oserian (Silver), the standard rose ‘Crimson Sky’ from Fontana (Gold) and the standard rose ‘Tiara’ from of Uhuru Flowers (Platinum). This year’s Iftex’s show was held in conjunction with the new FPA show for fresh produce. FPA’s inaugural edition hosted around 50 fresh produce growers who exhibited in a separate hall next to the Iftex pavilions.

For more information please visit: www.iftex.org (Photo credits: Jens Pulsen (Blomster, Denmark).

ECUADOR

Agriflor 2018: the countdown has begun With less than two months to go until the Agriflor Show, bookings are still coming in with 125 exhibitors confirming attendance to date. The event is set to take place at Quito’s Centro de Exposiciones from September 19-21, 2018.

According to show organiser HPP, this year marks the 17th edition of Agriflor. The ‘Serving the Ecuadorian Flower Industry since 1992’ tagline makes it clear that Agriflor is a tried and true format having benefited the flower industry in Ecuador and worldwide for years.

Ecuadorian flower growers, exhibiting their latest varieties on a 5,000 m2 show floor, look forward to welcoming you at Agriflor. During the show, several growers will open the gates of their farms for the annual Open Days. HPP says it expects over 3,500 visitors from home and abroad. III

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Cover Story

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FloraCulture International July-August 2018

The Flanders Files FCI’s Facts and Figures publication illustrates how Belgium’s ornamental horticulture industry continues to play a vital role in the nation’s economy. The industry is an important export sector with sales of nearly €543 million, i.e. 80% of the production value.

The country comprises two different regions (three with Brussels). Flanders, the Flemish-speaking northern part of the country, makes up 90% of national production. Although Wallonia contains major cities such as Liège, Namur and Charleroi, it is a more rural region, with vast expanses of land in the Ardennes devoted to forest farming and Christmas tree production.

FLAGSHIP PRODUCTS In 2017, Belgium boasted 1,069 nurseries cultivating 6584 ha in open air and 444 growers cultivating 397 ha under glass. The 2017 value of production reached €566 million. Nursery stock is the main subsector, with 83% of the total acreage and 61% of the production value (20..). The two main product groups are ornamental trees (45% of production) and plants (29%).

Flemish companies are world leaders in the production of Azaleas with production concentrated in East Flanders around the city of Ghent. AVBS, the Belgian Nurserymen and Growers Federation, estimates that Belgium grows around €33 million Azaleas, of which 85 to 90% are exported, for a €32.5 million value. This makes up 80% of European production. Azaleas are sold as green or budded plants to recultivate or as coloured finished plants.

To improve added value, there has been a shift from green to finished plants, which now represent 50% of sold Azaleas.

Second among start products is the tuberous Begonia. Flanders grows 18 million Begonias tubers on 60 ha, especially in the Ghent area. These represent 55% of worldwide production, with a large portion destined for export sales. The UK is the major export destination but over the past few years exports to Central and Eastern Europe have grown significantly.

Bay (Laurus Nobilis) is another renowned product.

Ten companies market 250,000 bay trees under the protected origin label, 90% of which are exported, especially to Russia, the United Kingdom and, more recently, the Gulf countries.

in 2017, mainly cut flowers, followed by seeds, houseplants and bedding plants. The same year, the country exported €542.6 million plants of which 19.2% nursery stock, 18.2% houseplants and 14.7% cut flowers. Belgium’s main foreign markets are France (42.6% of exports) and the Netherlands (30.5%).

Exports are under pressure due to the downturn of several major markets, especially the Netherlands and Germany and the uncertainty around Russia and the British markets. With €104 million, the trade surplus demonstrates a slight drop in 2016 and 2017, mainly due to an export decrease of nursery stock and bedding plants.

The case of foreign trade cut flowers deserves special interpretation: the inbound and outbound flow of flowers increase between 2008 and 2014 is mainly a matter of logistical arbitration from Dutch operators to deliver to the Dutch auctions rather than a Belgian initiative to develop an international hub towards external markets. Moreover, since the local offer does not always meet the Belgian demand, Euroveiling Brussels has agreements with Royal Floraholland and Landgard to import selected flowers to offer consumers a full assortment.

CONSUMPTION FIGURES

Since 2008, the number of growers has halved, with a much stronger decrease in greenhouse production (-67.8%) than production in the open (-40.6%). This points to consolidation within the sector, since area and production value demonstrate lower downwards figures. The production value experienced a 9.6% drop between 2012 and 2015, but 2016 figures show a modest recovery (+3.7%). After a 3.5% decrease between 2010 and 2014, the total production area recovered in 2015, before shrinking again in 2017. Nevertheless, 2017 production area figures surpass their 2008 level.

In terms of product groups, Belgium experienced a steady growth in nursery stock with its production value increasing by 27.1% between 2005 and 2012, while floriculture crops lost 19.7 % during the same period.

Belgium is a small country with 11.2 million inhabitants.

Internal consumption was valued at €314 million in 2017, 45% for cut flowers (stems and floral arrangements). Mixed bouquets continue to be popular, but rose bouquets are gaining market share; tulips rank third. In ornamental plants, trees and shrubs are the first purchased group (20%) followed by potted plants (17%) and bedding/balcony/patio plants (15%).

Although 2017 consumption rose for the first time since 2012, AVBS doesn’t want to jump to conclusions. “This recovery doesn’t allow regaining 2004 consumption levels. Moreover, the increase is due to a higher average spending, while the number of buyers continue to decrease.

All categories, except from mixed bouquets, have declined since 2010. Nevertheless, trees, garden plants gain market share, while houseplants declined by 24%.

Points of purchase were relatively stable with florist shops securing between 35 and 37% of the expenditures. With 29% of purchases, garden centres gain market share, while street markets and farm purchases (4%) decline. Supermarkets (14%) remain stable.

Source: AVBS 2017 figures except for production value (2016) figures. https://www.freshfrombelgium.com/en/sector/horticulture/ about-us https://www.avbs.be/actualiteit/sierteeltbestedingen-levenopnieuw-op-na-enkele-mindere-jaren >>>

EXTERNAL TRADE

Author: Marie-Françoise Petitjean

LONG-TERM PERSPECTIVE

Belgium is an export-driven country with a positive trade balance. Belgium imported €439 million ornamental products

Photo credits: Dimitrios Fos

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Cover Story

Be Mum Be More Gediflora is the world’s largest breeder and propagator of Belgian pot mums. According to industry insiders, the Belgium Mum is the finest ‘garden’ type mum on the market today.

FloraCulture International sat down with company owner Elien Pieters to get the full story.

Third generation proprietor Elien Pieters walked us through the company’s 3ha propagation greenhouses in Oostnieuwkerke.

It all began in 1952 when Elien’s grandfather Georges swapped growing butterhead lettuce and tomatoes for pot chrysanthemums. From these humble beginnings Gediflora has grown into a global player in the world of ball-shaped mums with annual revenues of €10 million and 80 million cuttings sold/ year. In late summer and autumn on their 14 ha trial and production fields there are pot mums as far as the eye can see from golden yellow to vibrant reds and everything in between.

MARKET REFLECTIONS Rooted cuttings in glue plugs with a 2 to 3 week finishing time are big business for Gediflora, accounting for 70% of their production. The remaining 30% of the unrooted stock is resold as quickly

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as possible to growers as one should store mum cuttings in a cooler no longer for more than a week.

When asked about the balance between rooted and unrooted cuttings, Elien said that currently there’s a clear demand for unrooted cuttings as a number of larger customers are using automated cutting stickers.

Almost all of the starting material is destined for export sales to Europe (44%) with the Netherlands (27.8%), Belgium (18.2%), Germany (16.2%) and France (11.5%) accounting for sizeable market share. Around 38% of the cuttings are produced for the US and Canadian market. For that purpose, Gediflora runs its own proprietary distribution hub (unrooted cuttings only!) in Florida from which it works with state-of-the-art rooting stations such as Grolink and Knox.

“The domestic market,” she added, “continues to be in the doldrums.

FloraCulture International July-August 2018

Our industry in Belgium started with hundreds of growers but as the companies grew, they consolidated with larger companies. Those who built the industry and survived are mostly experts who possess broad knowledge about the sector, the product and market demand.”

PRODUCT SPECIALIZATION “We are specialists. This means that pot mum breeding and propagation are all that we do. We deliberately never chose to diversify into cut chrysanthemums.

It’s a completely different world and so many people out there are already good at it,” Elien said.

Gediflora remains committed to product quality, value and standard of service for every customer. “Plant loss at the customer’s level should be zero so we work exclusively with the most seasoned breeders. Improved genetics allow for improved crop results and

Gediflora’s third generation proprietor Elien Pieters.

wide diversity in flower colours, sizes and shapes. Ballshaped, boldly coloured, profusely flowering, no pinching, easy shipping, easy handling, rust resistance and shelf life are just a few of the many features to double check when breeding Belgium Mums. Ultimately, the goal is to maximize consumer satisfaction.”

A mainly hexaploid flower, chrysanthemum is not an easy crop to breed with a loss or gain of several chromosomes and the plant’s genome is large. “Plans for the future include investments in revolutionary new genetic engineering technology such as CRISPR/CAS. Current breeding efforts are focused on creating ‘families’. A family should include at least four different colours so that each of its members can be treated more or less the same,” explained Elien.

TESTING, TESTING…AND TESTING According to growers across Europe, the company’s Jasoda family is without a doubt one of the most popular pot mums at the moment. “Easy to grow, each Jasoda member automatically branches so no pinching is needed. Outdoors they are extremely weather tolerant and in a protected environment they offer flexibility in programming.”

Becoming part of a Gediflora family can be a daunting process. Elien: “Every year we test around 30,000 seedlings.

Following thorough selection only the best plants are kept.

And only if the plant has withstood a number of yearly tests is it brought to market as a full-fledged production variety. It takes about seven years before a seedling becomes available as a commercial variety. Every year this yields five to ten new varieties.”

NO-PINCH VARIETIES Gediflora’s biggest contribution to the Chrysanthemum industry is likely the creation of extremely well-branching species.

Previously, ball-shaped chrysanthemums were grown by sticking up to three cuttings into one pot and pinching twice.

With Gediflora’s no-pinch varieties only one cutting per finished container is required. Pieters continued, “All Gediflora mums are self-pinching and should be treated as no-pinch varieties. There is no additional benefit in pinching our mums.

It will only increase the production cost. Keep in mind that everyone pinches at a different height and machine trimming isn’t a viable option either as it causes extensive tissue damage.”

Proper planting techniques are vital. Thus, growers are advised to plant the cuttings (whether they are rooted or unrooted) very deep. The tip of the cutting should be positioned evenly with the rim of the pot after planting. Soon bottom shoots will emerge from the soil providing support for the entire plant.

Moreover, it is important that crops are planted in the center of the pot. III Author: Ron van der Ploeg Photo credits: Dimitrios Fos

SUN-DRENCHED CUTTINGS Growers must be assured that only the best quality material is being used and that each cutting is produced to the highest standard. Until 1998 this was done in Gediflora’s own greenhouses. But in 1998 the company moved cutting production overseas. Today millions and millions of unrooted starter plants arrive from Kenya and Brazil. Elien said the company benefits from Africa and South American imports. It’s no secret that Gediflora could never produce the starter plants as cost-effectively in their own country. But it’s not all about the money. “Brazil and Kenya have year-round sunshine and the cuttings and the quality of the cuttings is extremely good,” Elien stated.

It is important to stick cuttings into moist soil and mist them regularly.

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Cover Story

One stop shop for plants Willaert is a wholesale outlet to the local and international trade. Annual trade currently stands in excess of 22 million units, encompassing shrubs, perennials, confiners, climbers, grasses and seasonal products such as pot mums. Currently they serve around 5,000 customers, realising annual sales of €43 million.

Willaert is a privately owned company run jointly by husband- and-wife team Rudy Vannevel and Els Willaert. The company traces its origins to Els’ father, Noël Willaert, who grew vegetables in his backyard during the 1960s. It was two decades later that Noël decided to specialise entirely in nursery stock. Back then, he revolutionised the industry with the Willaert cash and carry concept and laid the foundation for today’s wholesale business with sites in Roeselare (headquarters) and Opglabbeek.

Together they comprise an area of 13 ha including a 10 ha outdoor area, a 1 ha indoor sales area and a 1 ha hardware store.

REPUTABLE SUPPLIERS Today, Willaert continues to grow 10% of all plants by themselves. Consider it an homage to founding father and plantsman Noël Willaert. “We are working exclusively with a group of 15 local growers who supply hedging, shrubs and conifers in container or as bare root stock. Their range also includes groundcovers,

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perennials and roses. Specimen plants, palm trees and patio plants are sourced from suppliers in Southern Europe (with Pistoia providing 80% of the plants),” said Thomas Verdonck.

FRANCE FIRST Verdonck, responsible for liaising with garden centre buyers from France, explained that the business attributes almost 60% of its turnover to income from exports. Belgium’s southern neighbour, France, was their first export venture and continues to be the most successful accounting for 53% of total turnover.

He said that Willaert’s customers range from garden centres and landscapers to local authorities and garden designers. Their strongest customer base is within 50km radius, but buyers come from as far away as Lille and Paris.

KEY’S TO SUCCESS One of the keys to Willaert’s success is that they work hard to focus on the needs of each of their customers

FloraCulture International July-August 2018

Left to right Thomas Verdonck and Rudy Vannevel.

and how they can best support them. “In the field of landscaping, for example, customers ask us regularly for expert advice. That varies from drawing up a planting proposal to writing up estimates. The ultimate goal is to have the right tree in the right place and a fair price with a profitable outcome. We are also bidding on landscape projects in France, Belgium and Luxembourg,” said Verdonck.

He outlined how keeping an eye on quality has also helped the company be successful. “There are strict quality control procedures for each plant that arrives from the grower with any of poor quality being immediately sent back.”

Regardless of industry, it is well-known that most unhappy customers don’t complain, they just never come back.

Verdonck: “However, when one of our customer feels that his or her expectations have not been met, they will definitely make a complaint. Because they know that we will find a solution. It’s about building relationships that go beyond one single order or project.”

Another key to success is the company’s deliveries using their own transport. “We take pride in having our own fleet of trucks and will deliver anywhere in Belgium, France, Luxembourg or the Netherlands,” said Verdonck.

Meanwhile, there is a surge in organic plants even if there’s a lack of organic ornamental producers. “In organic ornamental horticulture France is already a few steps ahead, while Belgium is falling somewhat behind. But the country is taking its first steps towards more eco-friendly plants and these are promising.”

TIME IS MONEY The company understands that a customer’s time is valuable.

That’s why Willaert offers a range of services including new stock arriving weekly, picture labelling, pre-priced labels and much more. Orders can be placed by telephone, email or via our online store.

The cash and carry is well laid out. From Abelia to Acer or Artemisia to Anemone a premium selection is readily available.

The 3000 plus varieties are alphabetically arranged in logical product areas. And at the reception desk customers can pick up the keys for an electric cart to tour the 12 ha site in Roeselare. III Author: Ron van der Ploeg Photo credits: Dimitrios Fos

CHANGES Over the past 54 years, Willaert has seen a lot of changes, but probably the most significant one the industry faces is ever-changing customer expectations: wanting a fast, simple and easy user experience. “Logistically, this has been one of the biggest challenges. We want to ensure every order will be delivered on time. When a customer orders his plants on Monday he will take delivery on Thursday in the South of France,” Verdonck said.

Overall, the plant wholesale business is ‘instantappeal’ driven. “At Willaert’s we increasingly focus on merchandising, branding and visually appealing plants because our customers tell us that that’s what endconsumers are looking for,” outlined Verdonck.

The cash and carry is well laid out.

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Cover Story

Quality rose farming takes time, effort and passion 16

FloraCulture International July-August 2018

“

We always have two crops of roses underway, creating a constant cycle” Patrick Neyt Company owner

Each stage of garden rose production is key in creating a premium quality end product: ‘Eglantine’ , ‘Abbaye de Cluny’ , ‘Albéric Barbier’ , ‘Queen of Hearts’ and ‘Winchester Cathedral’ and many others have come a long, laborious way before ending up in a consumer’s garden.

One can’t help feeling infinite respect for Neyt van Sante Quality Rose bvba, a 28 ha family owned nursery dedicated exclusively to growing roses for the garden. For all the romance and beauty surrounding the queen of flowers, outside on the windy rose fields in Eernegem there is a less rosy reality. Especially when it’s the end of October when the roses are dormant and the first autumn storms sweep the country. It’s the moment hundreds of thousands of thorny bushes must be lifted from the muddy ground to sell as bare root plants or container roses.

Not to mention summer when budders roll up their sleeves to bud each rose by hand. That job requires a strong back and special skills. “If you asked me about future challenges for our business, I would predict that this kind of specialist handwork is at risk of disappearing altogether. We are still lucky enough to work with seasonal rose budding teams from Eastern Europe. But each year it gets harder to find people with prior experience in bud grafting rose bushes,” said company owner Patrick Neyt when passionately summing up all the ins and outs of his job.

SOIL MATTERS Neyt van Sante grows nothing else but roses.

“It depends how you perceive this as we plant cover crops on half of the land. Tagetes patula and Avena sativa, for example, are planted for the purpose of adding organic matter to our soil. Soil matters more than you think.”

The soil in Eernegem is a combination of sand, clay

and loam and -as such- ideal for rose growing. “We apply just the right amount of fertilizer every three to four weeks and generally speaking there is no need to water the plants. Last year was an exception when we had to pump 80m3 water/hour from a nearby pond and used a tractor and tank to water the fields. Crop protection products are hardly needed the first year of production. Diminishing herbicide options, fear of groundwater contamination and customer pressure to minimise herbicide use pushed the company away from reliance on herbicides. We control weeds mechanically most of the time, and if we plan to use herbicides, we make sure to target the weed and no other more valuable species. When controlling weeds we have also deligned a watercourse protection zone,” explained Neyt.

The sea is only 25 km from Neyt’s nursery. “We benefit from a marine climate with mostly mild winters and relatively cool summers. However, over the past 25 years the climate has become more extreme. On the upside the wind blows almost continuously. That’s why we leave 80cm between rows which helps the crops stay dry and healthy. It also helps the roses by making more efficient use of light in the fields.”

CONSTANT CYCLE Many years of knowledge and expertise go into creating the perfect garden rose. Like all good things, quality roses take time. “Two years to be more precise,” said Neyt. “We start in April when >>>

FloraCulture International July-August 2018

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Each potted rose is supplied with an attractive coloured label with a picture and description of the rose

one year-old seedlings of vigorously-growing Rosa laxa (sourced from Poland and Holland’s northern province of Groningen) are planted in fresh rose fields. The following two months we allow the rootstock plenty of time to become established. The budding mainly takes place in mid-summer (July and August). First, bud wood is harvested from last season’s plants. What follows is T-budding.”

Over the next few months the bud grows into a bush and lives off the rootstock’s roots. In January of the following year, hard pruning is used. Canes are cut back to 10 cm which builds up a strong root system and encourages the plant to produce new strong shoots from the bud union.

In late spring, the new shoots are cut back moderately to create a bushier plant. Almost all varieties bloom in their first summer providing bud wood for the next generation crop. “As a result we always have two crops of roses underway, creating a constant cycle,” outlined Neyt.

license which allows us to grow and sell the cream of the crop.

Also, each potted rose is supplied with an attractive coloured label with a picture and description of the rose. It’s one of the tactics to increase impulse buys among shoppers.” III Author: Ron van der Ploeg Photo credits: Dimitrios Fos and Patrick Neyt

BARE ROOT VERSUS CONTAINER ROSES In September, roses are automatically pruned to 60 cm and in late October another type of machinery gets into the fields and digs up 15,000 to 20,000 rose plants/day.

Plants are pruned back hard, tied and labelled. This goes on throughout the winter. “Our sales season runs from October to the end of April of the following year. Half of the roses are sold as bare root plants. The remainder are automatically potted into 3 liter containers for early spring sales. The container stock is potted just before they are trucked to wholesalers, garden centres, landscapers and garden designers with a large portion destined for export sales to France, Switzerland, Austria, Italy, Spain, Scandinavia, Estonia, Poland, Croatia, the Middle East and Russia.”

Each rose is budded by hand.

CREAM OF CROP Neyt-Van Sante supplies over 300 varieties and produces over 500,000 plants a year. The company portfolio includes a wide variety of roses including ground covers, shrub roses, climbers, ramblers and antique ‘heirloom’ garden roses. Neyt: “We take great pride in being one of the selected rose growers in Belgium to hold special David Austin, Lens, Kordes, Meilland, Tantau and Lens growers

Well-developed root system.

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Cover Story

Shopping revolution Having access to a cash and carry store 24 hours a day, seven days a week, can be a major benefit for people that are busy during business hours. With this in mind Agora, a household name in wholesale flowers, opened its Agora L.I.F.E. (Live, Innovation, Future & Experience) store in 2017, enabling lastminute shoppers to purchase fresh flowers and sundries round the clock.

Patrick Merckx is senior advisor at Agora Group tasked with initiating dialogue to a strategic level, both internally and externally. His background isn’t in flowers. Coming at the flower industry with an outsider’s perspective has been an advantage, he said, as it has allowed him to look at it objectively with a fresh pair of eyes. “I focus on the big picture and help the company with the big strategic questions it is facing and spend time on questions such as why the organisation exists, what its unique value proposition is and how the industry will evolve in the future. Recently, I have been involved with extensive market research interviewing the end consumer, that is, the customer of our customers. I personally interviewed hundreds of consumers of all ages, both male and female. It confirmed how unbelievably

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FloraCulture International July-August 2018

strong our USP is. It is time that we realize our industry is selling the ultimate feel-good product.”

BEHIND THE PURPLE PROSE Merckx cannot repeat it enough: flowers and plants are absolutely irreplaceable and life has little meaning without them. However, behind all the purple prose, intense competition ensues to gain access to the wallets of flower aficionados and garden lovers.

In its 2017 European Florist Sector Report, industry body Florint, representing 120,000 florists throughout Europe, sees a mix of challenges for florists in Western Europe. Even though they are privileged to have access to a wide variety of flowers at relatively

Left to right Robin De Picker, Karen DeMeulenaere and Patrick Merckx.

low prices, they find it hard to add value and increase foot traffic to their shops especially with the many options available to consumers be it online or other brick and mortar stores. What’s more, brutal competition from supermarkets, discounters and online stores threatens florists worldwide.

Agora fully understands that e-commerce is becoming the new normal but refuses to believe that physical cash and carry stores are on their way out. Not only has Agora built a new 10,000 m2 centralised purchasing and distribution hub for cut flowers and a 2500m2 flagship store in the new Waterdrinker Green Trade Center (both located in Aalsmeer, the Netherlands), it also moved its Roeselare store to Kortrijk in April 2017.

AGORA L.I.F.E. Kortrijk is now home to Agora’s new concept L.I.F.E. store. Like for all Agora stores, the Group’s purchasing division Floris Holland sources the vast majority of cut flowers and potted plants from countries such as Belgium, the Netherlands, Germany, France and Italy. Another division, Euroflower, purchases cut foliage and exotic flowers.

At Agora L.I.F.E. fresh cut flowers are displayed neatly in a cold-store. Houseplants and hardware are put together in way to enhance the shopping experience and incorporates a coffee corner and a trendy Belle d’Avalane shop in shop. Belle d’Avalane offers freeze-dried flowers and is a specialist division of the Agora Group.

Compared to Agora’s giant headquarters in Kontich, the Agora L.I.F.E. branch is a small operation. But the philosophy behind it is big. It is the group’s answer to increasing demand by florists for immediate and hassle-free, 24/7 solutions to their needs.

“Many florists are often family-owned or a one-man-band and extremely busy during business hours. We wanted smarter hours of operation, so owners can avoid being absent during rush-hour. There are still a lot of florists who want to touch, feel and experience a product. Simultaneously, there is an evergrowing tendency towards smaller, more frequent orders, not only to keep costs down but also to ensure flowers are farmfresh,” stated Merckx.

Merckx is quick to admit the Agora L.I.F.E. experience during the daytime is very different from nighttime. He agrees that friendly sales staff that help in the daytime can make the greatest impact.

“But those florists who shop in the eleventh hour also purchase during the daytime. As such, they know the product insideout and are well-informed by our sales team. The 24/7 concept makes urgent orders possible to fulfill.”

Studies have shown that self-service checkouts and mobile scanning significantly increases theft. But according to Merckx there is no reason to be worried. “The new store features the latest technology including over 20 ceiling cameras to help identify customers. Automating stores is here to stay and you have to be part of it”, Merckx said. He added that Agora L.I.F.E. is also the result of increased pressure in floral wholesale as labour costs continue to rise. III Author: Ron van der Ploeg Photo credits: Dimitrios Fos

UNMANNED STORE Outside normal opening hours, Agora L.I.F.E. features an unmanned store with entry via an access code. Once they have registered, customers walk in, pick out their items, scan the barcodes and pay for their items on their own.

Houseplants and hardware are put together in way to enhance the shopping experience.

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Cover Story

Well-orchestrated plant production Willy De Nolf Nurseries, a 30 ha freehold, wholesale plant production nursery, specialises in growing hardy nursery stock. The family-owned business has reaped significant benefits from broadening its horizons beyond a single product, export market or major customer.

In a tall greenhouse with seemingly choreographed perfection two workers collect freshly-pruned branches of Frangula alnus ‘Fine Line’. The harvest is from healthy, vigorous shrubs that are being grown as a finished crop. Pruning not only gives them a more uniform look but also serves as cutting material for the next generation of plants at De Nolf’s.

Speaking of next generation, Karel, Laura and Lucas De Nolf are the second generation of the family business founded by their father, who in 1985, started to produce container-grown nursery stock on 15 ha land. Situated over two locations in Waregem and Lochristi, the De Nolfs currently grow 30 ha of perennials, shrubs, conifers, climbers and trees and produce in excess of 1.6 million plants annually. The unheated greenhouse and polytunnel facilities cover 5 ha including propagation facilities.

PROPAGATION Like any other plant production nursery, propagation at De Nolf’s plays a vital role in the profitability of the business. Karel De Nolf: “Softwood cuttings are taken from most deciduous shrubs in June and July while undergoing their annual ‘eazycut’.

The cutting material is stuck in a 24 or 28 cell propagation tray or propagation plug and first transplanted into 10.5 cm (half litre) pots. Almost all of the shrubs are ‘grown on’ in 3.6 litre

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FloraCulture International July-August 2018

pots whereas the vast majority of specimen-sized varieties and half standard trees are grown in 10 litre pots.”

Pots are lined out to give them space to grow on during an average of 10 months. In terms of propagation, up to 75% of the plant parts are harvested from their own plants. “Additionally, we have set aside specially planted mother stock for the annual cutting harvest.”

BROAD PORTFOLIO Holding over 1,600 varieties in their portfolio, Willy De Nolf Nurseries is a prime example of business diversification, offering a wide range of products to a broad client base (garden retailers, wholesalers, webshops, landscapers and garden designers) at home (40%) and abroad (60%). Export markets include France, the UK, Germany and the Netherlands. Special mention should be made regarding plant exports to the Commonwealth of Independent States (CIS) which explains the company’s presence at the annual FlowersExpo trade exhibition in Moscow.

MECHANISATION At De Nolf, tractors, fork-lifts, trimmers and potting machinery hum away on the greenhouse floor. De Nolf sees mechanisation as one solution to rising costs, but humans will always be

Left to right Lucas, Karel, Laura, Katrien and Willy De Nolf.

necessary. “In smaller pot sizes, the handling of plant material being moved, spaced, planted, potted and labelled is mechanised as much as possible. From 10 litre pots and up, the work is often physical.”

De Nolf has 22 permanent employees including management, which rises to 40 in season, the additional staff comprised equally of Polish and local workers. In Europe, the pool of seasonal labour is reducing annually. So far, De Nolf said, the pressure is manageable and the seasonal agricultural workers scheme provides an efficient supply of labour. “We would welcome any proposal to lengthen the period of the scheme as this is currently not more than three months. On the other hand, tax benefits are clearly an advantage.”

NOVELTIES The company takes great pride in launching over 50 100 plant novelties every year. Branded products are high on the agenda. De Nolf’s own flagship brand, Noble Selection, is comprised of distinctive plants that differentiate themselves by their outstanding garden performance and MPS A and MPS GAP certification.

Noble Selection simplifies decision making. The brand offers ILVO trialled and tested plants. In Hydrangeas, garden roses and perennials, the cream of the crop is sold under the Endless Summer (in blue

pots), Easy Elegance and First Editions brands respectively, all of which are backed and owned by Minnesota-based Bailey Nurseries. De Nolf also sells a portion of its plants under the ‘mother of all plant brands’ label: Proven Winners.

AS SUSTAINABLE AS POSSIBLE De Nolf grows its plants as sustainably as possible. Containerised production is done on lava beds. They recently refurbished part of their beds as wheeled machinery caused compaction and puddles. Lava bases are a good example of efficient water management. The mixture of lava and sand in combination with a ‘filtering’ cloth purify the water.

A retention pond including a mechanical filter is a vital part of a closed loop water system that contains excess drain and rainwater and re-circulates it. De Nolf ended by saying that they are in the early stages of implementing a wind turbine that will halve their electric bill, making a substantial reduction of their carbon footprint. III Author: Ron van der Ploeg Photo credits: Dimitrios Fos

Field production.

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Infographic

Europe’s third largest exporter of ornamentals Belgium is a multi-cultural society with a strong tradition in prefinished plants, houseplants, patio and garden plants and nursery stock. Exporters have used the country’s central location in northwest Europe to create a niche distribution service, especially in France. The industry enjoys a great global marketing presence and there are plenty of Belgian plant nurseries that have strong

Belgium

brand recognition.

2016

Flanders

Full name Kingdom of Belgium Area 30,528 sq km Three official languages Dutch (Flemish), French and German Major religion Christianity Currency euro Gross National Income 110,214.50 EUR Million Forecast 110,173.5 EUR Million per capita 46,720 dollar

Brussels

Wallonia

Top Five Export Destinations

value in 1,000 EUR in 2017

■ France 231,327 ■ Netherlands 165,744 ■ United Kingdom 53,449 20,270 ■ Germany ■ Switzerland 9,480

1/3

Around one third of nursery stock produce destined for export sales.

References: AIPH Int. Statistics, Flowers & Plants Yearbook 2017 and VLAM.

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FloraCulture International July-August 2018

299 145

341 728

Number of enterprises Production of plants and flowers in greenhouses and in the open in 2017 Flowers and ornamental pot plants ■ Nursery stock

■

5000

Area nursery stock, flowers and plants in hectares 2017

■ ■

Nursery stock Flowers and plants

Forest trees 530 4000 Fruit trees 594 Rose plants 77*

Evolution production value Ornamental horticulture and nursery stock 2007-2016, in million EUR

■ ■

Perennials 464* Ornamental trees 4,190 Total 5,855

Total nursery stock Total flowers and plants

3000 *AIPH

2016 figures

400 350 300 250 200 2007

2016

2000

Production value Ornamental horticultural products 2017, in million EUR Total nursery stock Fruit trees Ornamental trees Forest trees Christmas trees

346 26 256 40 24

Total flowers and plants Flower bulbs and tubers Cut flowers Seeds and plant material Ornamental plants

220 6 31 21 162

TOTAL 566

1000 Total 729

800

Bedding plants 12 600 Potted plants 447

Total 397

Azaleas 114 Cut flowers 36 Bulbs and tubers 120

90

400 Others 99 Bedding plants 71 Potted plants 53 200 Azaleas 145 Cut flowers 26 Bulbs and tubers 3 0

In the open Under protection

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Bulbs

Tulip forcing industry grows by a billion stems The Rabobank expects the tulip forcing industry to grow by a billion stems by 2023. The bank makes this claim in its vision for tulip forcing and dry sale. At the same time, the risks increase, because the companies are growing fast. Dry bulb sales remain stable or may decrease slightly.

The vision was presented in Utrecht, Netherlands, in May 2018. Local presentations followed in Zwaagdijk-Oost and Den Helder. There have been many questions from entrepreneurs in these regions about future expansion of the business. This, together with the increase in the areas under cultivation identified

by Statistic Netherlands (CBS) prompted the bank to write its vision. “Questions came up about the number of growing companies doubling,” said Rabobank horticultural specialist Dave Marcus.

The entrepreneur’s wishes forced the bank to promptly identify the possibilities for tulips. However, Marcus and his fellow analyst Lambert van Horen are circumspect. “It is not the absolute truth, but the direction in which we think it is going.” Moreover, growth is absolutely not for every entrepreneur, say the two.

Marcus: “Entrepreneurial capabilities become more important as the risks

26

increase with the size of the business. The bank takes a critical look at this when growers come to us.”

Entrepreneurs must keep a close eye on what their customers want and finetune their planning in order to serve the customer well. “Dependence on large supermarket chains is increasing, but that dependence is mutual. A supermarket cannot just go to another grower either.”

MARKET SHIFTS There is plenty of space in the market for tulips, a billion extra stems to 2023. The majority of these tulips will continue to come from the Netherlands, although the bank does see opportunities abroad.

“The tulip is a Dutch icon, the growing conditions are good, and the knowledge is here,” says Van Horen as arguments for retaining the sector in the Netherlands.

“However, we do believe that cultivation can also take place on a larger scale in

FloraCulture International July-August 2018

Poland for example, just as it is done in France.”

The bank thinks that there is also opportunity for extra sales in Eastern Europe. “Germany remains the most important country, but that market is virtually saturated with one and a half billion stems. We believe that there are possibilities further east.” There are opportunities, especially for the standard tulip which is sold at supermarkets. “They are good competitors for Dutch gerberas and roses from Ethiopia and Kenya for instance.”

MEDIATION The tulip sector will change over the next few years, according to Marcus and Van Horen. “We see that tulip forcers will want to maintain control of bulb farming and that there is a clearer separation among bulb farmers between the bulk farmers and those who grow smaller, more expensive varieties. The large tulip growers (read forcers) also handle sales themselves, directly with the supermarkets. This leads to a shortening of the supply chain.”

Mediation also needs to adapt to the closer ties between breeder, tulip forcer and customer. “Market information is shared less, and the brokers and auctions are less relevant to the pricing. We have already

”There are concerns about the disappearance of independent, collective research into the bulbs”

been seeing this for a long time in the vegetable sector. The auction clock plays almost no role anymore and there is very little transparency.”

RESEARCH AND BREEDING There are concerns about the disappearance of independent, collective research into the bulbs. This is desperately needed to ensure that the sector is less harmful to the environment, to ensure bulb nurseries stay healthy and to speed up breeding and propagation. Marcus: “Sustainability should also be moving much faster. Consumers and retail both demand this of the sector. That has also gone the same way in vegetable production, where the supermarkets have placed extra non-statutory requirements on products.”

The sector specialists and analysts are not afraid that the breeding operations will disappear to a foreign country, because of the more flexible requirements for genetic engineering. “The restrictions on flowers are not so great. Speed is a more crucial factor. The techniques in flowers bulbs are about 15 years behind those in vegetable cultivation and nearly twenty years behind large arable crops. There is still something to gain before relocation is necessary.”

MORE CAUTIOUS Anthos, the trade association for the bulb trade is somewhat more cautious about the predicted growth. “We also see the production area growing, but that’s not to say that the revenue will grow along with it,” says President Henk Westerhof. He warns against an overly rosy picture of the future. “The billion stems should not take on a life of their own. There may be a market, but you must be able to serve it. We often see that an increase in production areas can be negated by diseases, pests and weather.”

Westerhof is also less euphoric about expansion possibilities in the Eastern European market. Political relations, exchange rates and plant health requirements can hinder opportunities in countries such as Poland, Estonia, Latvia and Russia, according to the president. “That does not mean that we are pessimistic, not even in relation to other countries such as China and North America. We see a growth in the number of countries who buy tulips and an increase in the area and concentration of tulip cultivation in Netherlands. As far as we are concerned, lack of space and a good crop protection package are the biggest limiting factors.”

Like the bank, KAVB is optimistic, but states that an acceleration of sustainability is ‘tricky’ in practical terms. According to Director Prisca Kleijn, many steps are already being taken. “But it is almost impossible to do this even faster, particularly because the slow breeding and propagation of tulips is still a major problem.”

The vision of the bank is not surprising according to the KAVB. “We also see that the tulip sector needs certainty when it comes to available land, health and a sustainable cultivation. There is a need for further change in cultivation systems, but the will and the need are there.”

The association shares the concerns about business succession in the tulip sector. “Company growth requires other management capacities. Family and family businesses are changing.

Entrepreneurs need to look further ahead and not start thinking about business succession at the age of 58.”

• ‘Tulip forcing industry grows by a billion stems’ (‘Tulpenbroeisector groeit met miljard stelen’ by Hans van der Lee was first published in the 24 May 2018 issue of Greenity.

FloraCulture International has obtained the publisher’s permission the to reproduce the content in English. For more information please visit: www.greenity.nl III Author: Hans van der Lee Photo credits: Ron van der Ploeg

TULIP MANIA OR TULIPS BRAVADO? The Rabobank report ‘Tulip mania or Tulip bravado?’ states that the tulip is a national symbol. The dry-sale market is stable, and the outlook for cut tulips is good, worldwide sales can grow to one billion stems in five years. However, ‘quality awareness’ needs to increase, and good soil is increasingly scarce.

Business succession is stagnating due to company growth.

Economies of scale in cultivation, forcing and trade will continue, and healthy companies grow with it. Risks also increase as a result. Research collaboration is necessary in order to keep the sector healthy. The current fragmentation is a hindrance.

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Water

Shmuel Schupak CEO Metzer

Amnon Ofen Director NaanDanJain

Richard Klapholz CEO Rivulis

Ran Maidan CEO Netafim

Irrigation industry: Quo Vadis?

According to the World Bank, the most critical challenge of the 21st century is feeding a world population that by 2050 is projected to reach 9.7 billion. Since agriculture accounts for 70% of the world’s water consumption, anything that can optimise water usage and reduce current day wastage, can only be beneficial.

Integrated water management on a transboundary scale, in conjunction with cutting edge irrigation technology will go a long way to alleviating hunger and its attendant diseases worldwide and make farmers more prosperous.

In anticipation of the Agritech trade exhibition, held in Tel Aviv in early May, we spoke to the CEOs of four major irrigation companies that have deep roots in Israel: Amnon Ofen Director at NaanDanJain, Shmuel Schupak, Ceo at Metzer, Ran Maidan, CEO at Netafim and Richard Klapholz CEO at Rivulis.

There were two key questions to ask:

HOW DOES YOUR COMPANY STRIKE A BALANCE BETWEEN THE TRADITIONAL METHODS USED BY MOST FARMERS AND THE PRECISION AGRICULTURE YOU MAKE AVAILABLE? Amnon Ofen, Director NaanDanJain: “The irrigation companies that developed in Israel lead and contribute much to global agricultural development because of Israel’s history of being a small country in which collaboration among all four branches of its agriculture – the farmer, technological production systems, R&D and professional field services, was mutually supportive.

Most of the world’s farmers work in developing countries and find it hard to use modern technology. They are mainly smallholders in remote regions with an acre of land, sometimes less. Irrigation companies must provide them with the game changing resources and the knowhow. NaanDanJain together with its parent company, Jain Irrigation, offer the most extensive line of irrigation solutions in the world. They developed the One Stop Agro Shop model, designed to provide smallholders with added value from planning, through seeds, saplings and

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nutrients, modern irrigation systems, pipes and water supply to the smallholding, agronomical knowhow, purchasing crops and processing them into food. Sustainable agriculture is maintained by recycling production materials and turning them into biofuel.

The companies have developed an integrated holistic concept for turnkey regional agro projects, mainly for smallholders, called ‘From Resource to Root’.

The company is currently finishing the largest drip irrigation project anywhere in the world. It is located in India; it covers 12,300 hectares and encompasses more than 7,000 farmers. All systems are fully automated. Precision agriculture technology forms part of NaanDanJain’s service to the individual farmer. The company’s size allows it to reduce costs to the farmer.”

Shmuell Schupak, CEO Metzer: “Farmers are the weakest link in the agricultural value chain: they bear most of the risk while reaping a small part of benefits with most benefits going to the intermediaries. For this reason Metzerplas focuses on providing robust and reliable technologies that work under real field conditions and are easy to operate with the manpower available to the farmers. Our motto is ‘help the farmer increase his benefits’, at a time in which not all the fancy solutions that might appear promising in the laboratory deliver under prolonged use on site. Being farmers ourselves definitely helps to understand these constraints, so we design and produce goods according to them.”

Ran Maidan, CEO Netafim: “With its purpose of helping the world to grow more with less, Netafim is innovating to develop solutions for all farmers – from the most advanced agriculture

cooperatives to smallholder farmers in developing countries.

While it is clear that sophisticated farmers tend to adopt technologies that maximize their results, addressing the needs of the traditional and small farmers to help them upscale their capabilities and output can be more challenging. To do so, Netafim invests in developing markets such as Africa and Asia and adjusts the Go-To-Market models to reach this population.

For example, we implemented in Karnataka State in India, together with the local government, the largest drip irrigation project in the world, covering 7,000 small farmers. A different model is working with governments that provide subsidies to farmers and promote the adoption of efficient farming practices.

Netafim also has global partnerships with leading companies that share the same purpose. Only last month we launched the ‘Better Life Farming’ alliance, together with organizations such as Bayer, IFC and SwissRe, to unlock the potential of smallholder farmers together. On the products’ front, Netafim solutions are tailored to the farmers needs. We are currently launching a new, first of its kind, Digital Farming system that includes cost effective solutions for small farmers.”

Richard Klapholz CEO Rivulis: “A majority of our products are made for traditional drip irrigation users. These are the markets we serve because this is what our customers, the famers around the world, need. While the benefits of Precision Agriculture are proven, the parameters of cost and complexity have so far not allowed it to become a global standard. This is why we launched the Manna Irrigation Intelligence service at Agritech 2018.

Manna provides irrigation intelligence software-based solutions to growers around the world and helps them make better informed, more confident, data-driven irrigation decisions. Our approach is simple (no need to install equipment of any kind, no maintenance, no upfront set-up costs) and cost-effective (based on an attractive annual subscription fee). With tens of thousands of hectares already covered in multiple countries and with over a decade of investment and experience, we are enabling Precision Agriculture around the globe. The balance that we strike is through our unique combination of field-proven innovative drip irrigation solutions and the Manna Irrigation Intelligence service: both of which are now possible together.”

HOW DO YOU, PERSONALLY, ENVISAGE GLOBAL AGRICULTURE ADDRESSING THE CHALLENGE OF FEEDING AN EVER-INCREASING POPULATION? Amnon Ofen, Director NaanDanJain: “Most of the world still uses traditional and highly inefficient flood irrigation. It wastes precious water and nutrients. The only viable solution is microdrip irrigation, which delivers both water and nutrients together (known as fergitation) and can double yields. Advanced irrigation techniques will require knowhow, artificial intelligence technology, satellite and UAV imagery, sensors and monitors for highly accurate fergitation instructions. They will also facilitate early problem analysis and drastically reduce agriculture’s inherent uncertainty. Greenhouse crops will become increasingly prevalent, thus absolving the farmer from the vagaries of weather and dependence upon rainfall. Only companies as large as NaanDanJain that place the farmer at the top of the pyramid can provide added value by making him a member of a cooperative that help him cut costs and develop modern markets, while providing a strong backing against marketers and largescale market forces. Global warming and its attendant water

shortages will force farmers around the world to adopt water saving methods such as the drip irrigation for which NaanDanJain provides leadership. As we say, ‘leave the world better than you found it’.

Shmuell Schupak, CEO Metzer: “The technology to feed the world’s population even with water and fertile land limitations already exists. The challenge for the near future is to do it while preserving the delicate ecological balance, working with nature and not against it. Reusing effluent water, for example, producing more with limited amounts of water as in sub-surface drip irrigation, are examples of technologies we are promoting and can help achieve this goal. Easily recyclable and even compostable irrigation driplines are a must for the future of sustainable farming and Metzerplas is also investing considerable resources in this direction.”

Ran Maidan, CEO Netafim: “It is clear that the need for more food and sustainable production will be the most acute challenges the world will have to address. To deal with these, there needs to be a revolutionary change in how we grow food, and use our land and water more efficiently. Farming by nature is a traditional business that is slow to adopt new technologies. but I believe that with generation change, and as technology is becoming more accessible and affordable – more and more farmers will make this change, including the adoption of digital solutions that will help them grow much more with much less. When I travel and see the impact that Netafim technology has brought to the lives of the farming families in India, Asia and Africa, and see the large-scale projects we have introduced to many markets and the way it has impacted the overall economic situation in the area, I am filled with pride.”

Richard Klapholz CEO Rivulis: “As the head of Rivulis, a company that has offered field-trusted innovation since 1966, and knowing the innovation we have in the pipeline, I am confident that the latest agricultural methods will offer even higher yields and increased crop quality. Most of our innovation efforts are focused on making micro-irrigation more accessible to more growers around the world. We know that the methods we offer today significantly increase yields (often by 30% but in some cases also by 100%). Newer methods, with a higher ability to apply variability, and a wider use of modern agriculture by farmers, will have a cumulative effect enabling exponential growth in food production. I am very optimistic and do not believe that ‘feeding the population’ will be one of the top 10 global challenges in the 21st century.”

‘The irrigation industry in the 21st century: Quo Vadis?’ was first published in the May 2018 edition of IsraelAgri’s digital magazine entitled Precision Agriculture. FloraCulture International has obtained the publisher’s permission to reproduce this in English. To read IsraelAgri’s entire magazine please visit: http://www.studio-appel.com/ebooks/nobel/precision_agri/mobile/ index.html?SearchParam=#p=1 III Author: Nurit Levy, chief editor at www.israelagri.com Photo credits: israelagri.com The link to the article source http://www.israelagri.com/?CategoryID=395&ArticleID=1563

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Cut Flowers

There’s still a future in carnations Left to right Primrose’s CEO Ali Benanni Smires and his son Mehdi Bennani Smires.

Located in Azemmour, 55 km South of Casablanca, Morocco, Primrose has made a name for itself in growing spray carnations destined for export, especially to the British market.

Renowned for its production of Damask roses for the perfume industry, Morocco has also been a significant supplier of cut roses in the ‘90’s. At that time, the association of flower exporters, AMPEX, calculated roughly 400 ha of cut flower production, of which 300 ha were roses, mainly located in the south of the country, around Agadir and Marrakech.

Unfortunately, the development of cut rose production in SubSaharan Africa has ruined the Moroccan rose industry, which suffers higher labour costs. Farms disappeared or switched to other crops

DEEPLY ROOTED IN HORTICULTURE FCI met with Ali Bennani Smires, general manager of Primrose, which succeeded in shifting to a viable ornamental production. When asked about the company’s history Bennani Smires said that the brand name reflects many years of experience in the horticultural industry. “Our family was among the pioneers who developed greenhouse tomato production in the early ‘70s. We introduced our first hectare of roses in 1984 and later expanded up to 11 hectares. The year 1989 marked the start of spray carnation production.

Gradually, spray carnations took over and eventually totally

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replaced roses, with 40 hectares under poly greenhouses today.”

The company grows more than just carnations: they grow Freesia and Amaryllis bulbs on 8 hectare of land for a Dutch propagator and cultivate other flower species for the local market: Gladioli, Gerbera, Lisianthus, Celosia, Anthurium, as well as new items such as Kalanchoe cut flowers. These flowers are mainly sold through the company’s florist shop Fleuritel in Casablanca. The farm also grows 42 hectares of avocados.

CARNATION PRODUCTION Carnation rooted cuttings are sourced from various breeders, in order to offer a wide range of varieties. They are planted in a mix of peat and perlite to serve as mother stock, from which cuttings are made for cut flower production. Pest management is essential: “We have a dedicated staff for the mother stock production and strict sanitation measures. Furthermore, we renew our mother stock annually, to reduce potential quality and phytosanitary issues,” outlined the company’s production manager Mohamed Boudinar. “Regarding cut flowers, the whole production used to be in full soil, but we are gradually shifting to substrate production, in order to avoid soil-born fungus and disease, especially fusarium.”

Today, only 35 % of the production remains in full soil. The company uses glue traps to monitor winged mite infestation and recently introduced biological enemies and biostimulants.

To compensate for low humidity levels in summer, greenhouses are being gradually fitted with fog systems. The main technical problem was the salinity of the water, because of the proximity of the sea and the water table. Reverse osmosis was introduced,

Left to right quality manager Assia Amrani, sector manager Hicham, quality consultant Hakima Moustatia and production manager Mohamed Boudinar.

but this was too expensive for carnations. Together with other farmers, Primrose invested in a 35-km pipe to bring fresh water from the largest river in Morocco, Oum Errabiâ to the farms. The water is pumped very close to the estuary, thus using a water resource that would otherwise be wasted in the ocean.

Quality and sustainability are high on Primrose’s agenda. The company is involved in several certification programs such as GlobalGap, MPS-ABC and ETI (Ethical Trade Initiative). For Ali Bennani Smires, growing responsibly creates access to European markets and to long term viability.

FROM WHOLESALE TO SUPERMARKETS Primrose exports 90% of their carnations to British supermarkets, through Dutch exporters, the other 10% going to Holland and Germany. This has not always been the case. “We started shipping our flowers to wholesalers across Europe, but it turned out that carnations were becoming a commodity item, more suitable for main stream markets. This, together with the strong development of British supermarkets, led us to redirect our sales. In hindsight, the company is happy with this decision, which allowed them to grow year-round, strengthen quality and production planning and finally to ensure the continued existence of the staff know-how,” commented Bennani Smires.

Asked about possible consequences of Brexit, he said that Morocco is facing the same uncertainty as any other supplier, especially regarding the strong devaluation of the British pound.

In order to reduce their risks, Primrose signed contracts with their main customers and has exchange risk insurance. “From a wider perspective, the path to a sustainable business is narrow, since Dutch exporters have to find the right balance between maintaining attractive consumer prices to support consumption and maintaining a viable return to the growers.”

Working with the international flower trade association Union Fleurs, Ali Bennani Smires is actively promoting free trade.

“Negotiations led to signing a free trade agreement with the European Union. We are confident that the United Kingdom will duplicate the same kind of agreement with Morocco since carnation production does not compete with local production.”

The Atlantic climate, influenced by the Gulf Stream, brings mild winters and temperature summers. “Thanks to this situation, we can grow flowers year-round with consistent weekly supply volumes. This is actually the key to our success, since our customers do not have to look for other sources of supply during the summer months,” summarized Bennani Smires the benefits of the company.

However, the strongest asset may be logistics: transport companies can truck the flowers to the United Kingdom in four days door to door, through Gibraltar Detroit, ensuring a cold chain from the farm packing house to the customer. “If you look at different countries worldwide, you will notice that the two major costs, labour and transportation are often opposite, because the cheapest producing countries are geographically further from the markets. Our transportation costs are between 2 and 3 pence per stem, which is much lower than other countries.

With this in mind, trucking flowers remains a more viable option than by air and is much more flexible than shipping by sea.”

FAITH IN THE FUTURE In conclusion, Primrose’s general manager expresses faith in the future. “We should have closed our doors several times these past several years, but passion pushed us to go on and capitalize on our comparative advantages, with the support of our parent company, a Moroccan leader in the production and export of cherry tomatoes and citrus. In 2013, the Dutch Flower Group granted us their prestigious Preferred Supplier Award.

Our steady activity allows us to keep our workers year-round, thus consolidating ours staff’s know-how and quality. So yes, I strongly believe in our future and are presently expanding carnation production by five hectares.” III Author: Marie-Françoise Petitjean Photo credits: Primrose

WHAT’S THE FUTURE FOR MOROCCAN CARNATIONS? “The market has become tougher, but we have been experiencing a parallel drop in carnation world consumption and production, resulting in quite stable prices,” explained Bennani Smires. He continued, “We always have to struggle to prosper, but our quality is recognized in Europe. Morocco has several strong comparative advantages: a stable currency, low inflation rates and reasonable labour costs when compared with productivity.

Glue traps

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GreenTech

GreenTech Summit looks forward to horticulture in 2028 32

FloraCulture International July-August 2018

Changes facing the future global horticultural supply chain were the focus of attention at GreenTech’s ‘Horticultures Forefront’ summit held on 11 June, the day before the opening of the AIPH-approved trade fair in Amsterdam. Industry leaders debated what the world would look like in 2028.

The Summit covered the whole horticulture industry including many lessons for the ornamentals industry.

Following initial comments by Dick Veerman, Editor of Foodlog, other speakers too highlighted how the supply of horticultural products to the end consumer will change.

MEGACITY IS THE NEXT MAJOR MARKET Today the Netherlands exports three quarters of what it grows and enough edible produce to feed 68 million people, but the ongoing trend for urbanisation will mean that in the future production will need to take place much closer to the city markets it serves. The key quote of ‘Don’t feed the world, make the city feed itself’ resonated with the audience and the message was reinforced by Mike Vermeij of Bom Group who said that the ‘megacity is the next major market’.

No-one is expecting exports of produce to increase but the future will call for an export of skills and education to satisfy this new demand for food and products which will be grown nearer the market. Ernst van den Ende of Wageningen UR said that to meet the global challenges of the future then more needed to be done with less and it would need to be done better! He predicted an increase in the use of precision production, utilising drones and robotics, which would develop following increased

understanding of crop physiology as a result of phenotyping. The solution would lie in integrating technologies to achieve these aims.

BLOCKCHAIN The relatively new concept of blockchain was a focus for many of the speakers with Anna van Wassenaer from IBM expressing her view that all businesses present would have to manage blockchain and they should be starting now. Thanks to the interactive ‘Buzzmaster’ technology used throughout the event, it was clear that while most of the audience had heard of blockchain hardly anyone was actually trying it out.

For the uninitiated it was still unclear at the end of the day what blockchain really is, despite the best attempts of some to explain it. Van Wassenaer from IBM explained that blockchain operates independently from companies within a supply chain but acts as a ‘shared ledger’ and a ‘smart contract’ between the links of the chain. Using IT, blockchain captures a detailed record of every transaction within a supply chain in a way that the whole chain can view. It is dependent on trust and consensus in the chain but trials, such as with the retailer Walmart, have shown that it dramatically improves traceability of product, potentially saving huge costs when things go wrong in the chain.

DIGITAL DISRUPTION Blockchain was shown to be one area where the amount of data in one place would increase but something we can all look forward to is an everincreasing abundance of data. Data only has a value when it is interpreted and actions can be taken based on it so the businesses that will grasp this will have the advantage in the future. Knowledge is power, but it is only the application of this through the integration of technologies that will enable us to see who the industry leaders are in 2028.

Breakout sessions covered how leadership in the future will change as well as technological production systems in the making. The day was closed by Christian Kromme who outlined how to identify digital disruption in the industry. He showed that a ‘learning revolution’ is about to happen as technology enables us to learn more quickly, with the help of machines. This should enable problems to be solved more quickly too. We know the industry is going to change but the clear message was that this change could happen more quickly than we expect and we always need to be ready to ride the wave rather than letting it crush us! III Author: Tim Briercliffe Photo credits: GreenTech/RAI

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GreenTech

The good and the great of horticultural technology The 2018 horticultural technology show GreenTech (June 12-14) featured 477 exhibitors and nearly 15,000 trade visitors from more than 112 countries.

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S

how organiser RAI Amsterdam pointed to growth in the number of exhibitors, over 100 more than its last outing in 2016. What’s more, the 3-day event attracted high-quality visitors with serious buying power, with more than half the visitors coming from outside the Netherlands. Now in its third year, GreenTech welcomed a particularly strong contingent of industry professionals from Belgium, Japan and Canada.

A packed schedule featured companies showcasing the latest innovations, top notch speakers, networking opportunities, industry knowledge and business solutions.

Anything you might need for greenhouse construction and plant growing was readily available at GreenTech. Besides

being a trade exhibition, and the primary showcase for Dutch suppliers, GreenTech is a global platform for exchanging up-to-date information. High-tech 30-minute breakaway sessions were, thus, highly relevant.

Several entries for the GreenTech Innovation Awards included world premieres. They were rated by an international advisory committee and jury and shortlisted to 22 nominees in four categories : GreenTech Innovation Award, GreenTech Sustainability Award, GreenTech Impact Award and GreenTech Concept Award. >>> Author: Linda Kaluzny-Pinon Photo credits: Linda Kaluzny-Pinon, Angie Duffree and RAI

INNOVATION AWARD

SUSTAINABILITY AWARD

Autostix from Dutch company Visser Horti Systems scooped up the 2018 GreenTech Innovation Award. The system consists of a newly-patented transplanter and a compatible patented Visser strip and tray . Autostix allows mother stock cuttings to be sticked directly into biodegradable strips, designed to guide the development of the root system. It can hold cuttings with different stem diameters and position them firmly without damaging the soft tissue thanks to the special gripper. The cutting device in the machine does not touch the leaves. The gripper picks the plant up ‘by’ the cell and not ‘in’ the cell, as occurs in traditional systems. Additionally, the machine can automatically plant labels in the strip.

The AutoStix ™ transplanter has an output of up to 12,000 cuttings/hour, for a 6 head strip planter model. The Visser Strip is available for holding 51 or 34 cuttings. The system works best on 102 counts: either 51 x 2 or 34 x 3. The cuttings can be shipped at a high density with the provision for air flow for each individual strip due to the design.

The GreenTech Sustainability award went to Poseidon Sodium Extractor from Dutch company Moor Filtertechniek-Van der Ende Group. Poseidon is a compact purification system which consolidates several sophisticated technologies. Sodium is always a problem for growers practising recirculation. The current methods of discharging waste water put a strain on the environment and cause waste of useful elements such as nutrients and water. Poseidon allows crop protection products and nutrients to be separated from the flow of water. First, the nanofiltration membrane allows sodium to pass through while blocking the CPP. Additionally, the waste flow is thickened by means of a reverse osmosis system. As a result, clean water is immediately recovered from the waste water. It flows back to the drain silo with a lower sodium content. Poseidon is available in three capacities: 1.25m3, 2.50m3 and 3.75m3.

The AutoStix ™ automatically transplants the cuttings. The strips go in the machine and the latter cuts off each cell and transplants both the cell and the plant in the new plug, pot or tray.

Poseidon is available in three capacities

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GreenTech

CONCEPT AWARD The winner of the GreenTech Concept Award, IRIS! ScoutRobot from Dutch firm Metazet-Formflex, Micothon (UK) and Ecoation (Canada), was developed for tomatoes. The Saber ™ sensor by Ecoation is mounted on a self-propelled trolley that operates autonomously with a tube-rail heating system. It detects diseases, pests, deficiencies and anything abnormal at plant level at an early stage before detection by the human eye. The ingenuity of IRIS! (named after the iris in the eye) lies in its Deep Learning Brain. The scouting results are automatically stored in the Cloud for access on a PC, tablet or smartphone for immediate analysis/processing.

Therefore, crop protection becomes more efficient with considerable savings on labour and plant protection products. Prevention of disease outbreaks is accomplished through timely treatment.

IRIS! is more than a scouting robot for detecting crop stress. The platform is fitted with sensors for various measurements (relative humidity, ambient T°, T° of the plant, PAR, CO2).

Priva Academy from Priva Horticulture won the GreenTech Impact Award (Photo credits : RAI).

IMPACT AWARD Priva Academy from Priva Horticulture won the GreenTech Impact Award.

According to the expert panel of judges, Priva Academy offers access to knowledge, whenever, wherever. It is a free online education service for growers worldwide, the Priva partner network and the Priva organisation.

Users can learn more about irrigation, climate, energy, labour and production processes in a horticultural and indoor environment. Priva Academy helps reduce CO2 emissions (32 tons) and saves 1.2 Mio on overheads.

The jury stressed that successfully exporting new technology to growers around the world not only entails providing the latter with new tools, but also training and educating them on how to use these tools in the best way possible.

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The Saber sensor is equipped with a gyro sensor to monitor the condition of the pipe-rail system.

ORANGEPLUG

In Phalaenopsis production, OrangePlug helps the healthy root growth .

In addition, some smaller products deserve an honourable mention, such as the OrangePlug from Holland Plug International. The OrangePlug is made of jute fibers mixed with the patented water storage Bio-flakes (polymerized process including PLA polylactic acid). 22 layers of jute are combined with the Bio-flakes. This combination enables an optimized moisture and air balance in the plug. The OrangePlug never dries out (ideally it holds water during transport) and can always be wetted again.

It remains dry on top thanks to the open structure of the jute, preventing the growth of moss or algae. Strong root growth is stimulated, also preventing premature dropouts.

OrangePlug is pH neutral and sterile ; it can be stored unconditionally and is fully compostable. In Phalaenopsis production, OrangePlug helps healthy root growth.

OrangePlug is available in several shapes and sizes conducive to each phase of cultivation.

MODIFORM LAUNCHES CLICK SYSTEM FOR LABELS

Multiple varieties can be planted at the same time and there is the option to adjust the planting configuration.

This year’s GreenTech served as the launch platform for Modiform’s new insert for the Eurokar. The insert has an unique click system for labels. Thanks to the click system it’s easy to attach labels featuring advertising or product specifications directly onto an auction car.

The labels can also be easily removed, eliminating the problem of hard-to-remove stickers or sticky adhesive residue. Modiform’s managing director Jeroen Ravensbergen stated “the new insert provides customers a sleek and simple presentation for the Eurokar”.

This new insert (product number 2001) is part of a series of nice inserts from Modiform. Also available are inserts for the Danish trolley and the Eurokar, but without the click system. III

ISO ROBOT PLUG PLANTING MACHINE Among the other exhibitors, worthy of particular mention is ISO Group, showcasing its ISO Robot Plug Planting. The machine plants small plugs out of a seedling tray directly into the ground with an ingenious gripper. This gripper, fitted with sensors and cameras, decides where the plugs can be planted.

It makes sure the plugs are guided straight into the maze, not onto it or onto the tubes. A uniform planting and consistent plant depth are thereby achieved. The machine was designed for Lisianthus where planting by hand is labour intensive and tiring. Workers must lie down with their face close to the ground while planting. Operated by a single person, the ISO robot is able to run 6,000 plants per robot arm. With three arms, the maximum capacity comes to 18,000 plants/hour. Also, multiple varieties can be planted at the same time and there is the option to adjust the planting configuration.

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Salon du VĂŠgĂŠtal

New formula needs to prove itself 38

FloraCulture International July-August 2018

‘Friendly by Nature’ was the motto for the 2018 Salon du Végétal held for the second consecutive year in Nantes, France from June 19-21. For all the business friendships, the novelty plants on display and the most-shared aftershow party pics on social media, the relocated show needs time to settle down.

According to show organiser BHR (The Regional Horticultural Office) there’s ‘stabilité’ in attendance, with 10,197 trade visitors. However, almost all exhibitors were disappointed that there were fewer attendees than in previous years and have called on the management to modify the show’s format. And yet, BHR spared no expense to making the event attractive. In keeping with the 2018 motto ‘Friendly by Nature’, more than 1,000 exhibitors and visitors at the open-air Exhibition Plaza shared a festive moment, with music, dance and a lovely buffet.

drive and push a cart through an anonymous garden centre.

Regarding product trends on exhibit, standouts included an assortment specifically targeting biodiversity, with several bee- or butterfly-friendly lines, as well as a focusing on the urban market, especially with a range of ‘gourmet vegetables’.

As for the trade show itself, it seems that the Salon du Végétal has no other option than to review its business model again in reaction to the significant drop in exhibitors and visitors.

RETAIL TRENDS

IF IT’S NOT BROKE, DON’T FIX IT

Aside from the traditional Innovert novelty showcase, the Salon showed retail trends for the second year, in partnership with trend setter Chlorosphère. A concept shop demonstrated how florists could take the best of style trends utilizing around the Bohemia Theme. A retail corner gave traders the opportunity to display their own merchandising concepts.

Garden retailers and florists also partnered for the first time for Green Boutique Award, an initiative of Garden_ FabLab media. The idea was to shine a light on concept shops testing innovative ways of selling plants. There were eight nominees with the highest honour going to Botanik Concept, an exciting blend of coffee-bar and plant shop located in the city centre of Périgueux, France.

One can object to the fact that these concept stores are anecdotal in terms of plant sales, offer only a limited range (mainly foliage plants) and have no proven business model.

However, the many flowery startups and their successes, in terms of attendance, and rejuvenation of customers should deserve at least some attention. Why are young people so fond of these shops that they await on delivery days to queue and buy a green plant that they could probably find cheaper in a garden centre? The answer is a mix of feel-good experience, creativity, education, trendiness and home decoration, in the city centre, without having to

This once again confirms the old adage ‘if it’s not broke, don’t fix it’. A new trade show format including a new venue is always a risky undertaking. Everyone will remember how Hortifair began to collapse once they started to change the fair dates. Almost all exhibitors prefer a consistency in a regular gathering, but all options should be discussed with the main stakeholders first.

As such, the meeting between BHR and the interprofessional organisation VAL’HOR on the Salon’s last day was a first attempt to bring the most important decision makers together. The establishment of a steering committee aims to take the show forward. VAL’HOR’s Chairman Mickael Mercier said that the Salon’s 2018 edition offers a good opportunity to reposition the exhibition as the core meeting place for all stakeholders within the ornamental horticulture industry, including garden retailers and landscapers. Several exhibitors are advocating to organise the Salon alternate years with landscape trade show Paysalia, held every two years near Lyon. >>> Author: Marie-Françoise Petitjean Photo credits: BHR

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Salon du Végétal

INNOVERT True to its 33-year tradition, novel plants were a vital part of France’s premier horticultural trade show. They were given a place of honour in the Innovert Gallery, an innovation showcase linked to the annual Innovert Awards, widely regarded as the Césars of the French horticultural industry. A total of 54 novelties were presented, of which 14 received awards. Here our picks for the New Plant Varieties, Best Commercial Plant Introduction and Green Tools, Services & Supplies and Floristry categories:

NEW PLANT VARIETIES Two plants received a Gold Medal in the New Plant Varieties category: Begonia x Trophat White, from Syngenta Floripro Services, is an interspecific Begonia characterized by large white flowers, an excellent branching habit and very early flowering. According to the breeder the new Begonia creates impact in both patio pots and beds.

In nursery stock, Schizophragma hydrangeoides, from Polish company Clematis Źródło Dobrych Pnączy, scooped up the coveted Innovert Gold Medal. This novelty plant widens the range of plants suitable for shade or semi-shade locations. It offers variegated green and white leaves topped with creamy-white corymbshaped flowers. Its more attractive characteristics are large creamy white sepals (3-5 cm) forming a ring around the inflorescence and its honey-scented flowers. It is a slow growing plant, reaching six metres in height.

Silver Medals went to Impatiens Walleriana Imara, from Syngenta Floripro Services, and Vaccinium corymbosum Yello!Berryblue® ‘Andval1601’ from Pépinières Travers.

Impatiens walleriana Imara has been selected for its natural resistance to mildew, which will revive this garden plant. It is also easy to grow and blooms with masses of flowers. The series is comprised of six colours.

Travers’ Vaccinium is a self-pollinating variety, giving large blooms (12 to 15 mm) and sweet fruit.

Scent and year-round decorative foliage makes it a nice ornamental option.

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Two rose varieties were awarded the Innovert Bronze Medal: Rosa Lilly Rose™ ‘Wonder 5’ Var. Aya n°5, from Graines Voltz, is a dwarf rose plant, characterized by a multitude of small soft pink flowers, giving it an air of ‘Gypsophila’. Flowering throughout the summer, it is hardy, disease resistant and does not produce fruit.

Rosa Borneo Odore® ‘INTercomgarf’ from Silence, ça pousse !/ Hortival Diffusion, displays large, cup-shaped peony-type flowers. It has a compact plant habit, has strong and wellbranched stems and been awarded several prizes for its scent.

BEST COMMERICAL PLANT INTRODUCTION In the category Best Commercial Plant Introduction Innovert awarded medals: Pépinières Végétal 85 walked away with the Innovert Gold Medal for “Paysage à croquer”®, a range of 20 fruit shrubs especially selected for the urban market. With delicious fruit, they require little maintenance, which make them suitable for raised garden beds in city centres or community gardens.

Ets horticoles du Cannebeth was presented with the Innovert Silver Medal for ‘Tijardin Liberté’. Various plant arrangements addressed the water constraint of terrace plants, with a self-watering system thanks to a double pot and a wick dipped in the water reserve.

‘Fruit Me en verrier’ from Kerisnel Sica won the Innovert Bronze Medal for its line of fruit trees (cherry, peach, apple, apricot) grown for small gardens or terraces, thanks to specific rootstock. Fruit can be harvested starting the first year. Design has not been forgotten, with an espalier-basket-type shape.

GREEN TOOLS, SERVICES & SUPPLIES AND FLORISTRY In the Green Tools, Services & Supplies and Floristry category Modiform’s EcoExpert, a line of pots and transport trays made from paper fibre instead of plastic, won the Innovert Gold Medal.

EcoExpert uses eco-friendly, 100% recycled paper. EcoExpert pots and trays can easily be recycled through the standard household or retailer cardboard recycling system. Not only can it be recycled and composted, but if it finds its way into the natural environment as it will degrade within a year. III

Global Research

Where are the world’s hot spots for ornamentals?

FloraCulture International has been granted first access to AIPH’s International Vision Project (IVP), touted as ‘the first global research of established and emerging global hot spots for ornamentals’. It is an ‘ongoing project’ that brings together industry players, researchers and governments to create a platform for research and insight exchange. One attribute of the report is its neutrality on the effects of import/exports while skillfully outlining opportunities in the global ornamental industry. >>>

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Global Research

T

he International Association of Horticulture Producers (AIPH) has initiated an analysis of global demand and production of ornamentals.

The main objective of the International Vision Project (IVP) is to ascertain relevant drivers and inhibitors for this forecast. The majority of previous quantitative research has focused on the production side based on reports from national statistics. The effect of global demand for ornamentals has been heretofore unexplored.

PRODUCTION FOLLOWS DEMAND It is AIPH’s conviction that production follows demand.

That is, the demand side of the global ornamental market will determine development on the production side. This is relevant for AIPH given that members are growers’ associations who will need to pursue changes based on anticipated shifts in demand. One of the main questions of this study is whether and how the ornamental industry can keep up and satisfy this future demand.

A wide variety of sources point towards tremendous growth in global purchasing power. AIPH has been able to pinpoint growth not only in certain countries, but in specific urban corridors. According to the worldsystems theory, core countries (industrialized, capitalist nations, typically) control and benefit most from the global market. This theory can also be applied to core regions and core global (or world) cities. For the basis of this research, the total was pared down to 40 relevant cities. Most of these cities are part of large metropolitan clusters in one of three world cores.

The criteria for these choices included projected consumer spending, disposable income, home ownership, infrastructure, health, education, sustainability, livability, et al. The choice of these cities was based on available data and finding comparable

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criteria between locales. The cultural and societal perception of flower and plants was quantified in consumer and government spending figures.

A 15 YEAR PROJECTION PERIOD Working with the premise that demand drives production, the criteria for a 15 year projection period is based on the theory that demand is predicated on socio-economic and demographic factors. For example, as disposable household incomes rise, consumption of non-necessity consumer goods, including ornamentals, will also rise. So the statistics for the horticulture industry as a whole are dependent on an economy’s purchasing power followed by ever-changing consumer demand and buying behaviour.

Because of the perishable nature of the ornamentals category, supply cannot be “pushed” at any price.

Ornamentals cannot be kept in stock for extended periods of time to wait for an optimum market price. They need to be moved quickly with effective planning of production to meet demand peaks. This is the key driver that determines profit or loss.

Mention should also be made of the service segment of ornamentals. Often, it is not the product (flowers or plants) that can be attributed to the greatest monetary value, but rather the service that is provided with it. This is a growing segment worth noting.

BIG SPENDERS Growth of consumption appears to be a more important driver of sector growth than population growth. The world population continues to grow but the pace of growth is slowing down. Areas where growth does occur are in and around urban areas. Urban consumers will generate the lion’s share of global consumption growth.

Research has identified three target groups which have the scale and spending power to reshape global demand and impact the world economy. These three groups together

comprise nearly half of the projected €20 trillion global consumption growth through 2030. They are: 1. The urban middle class in China 2. The working-age population in North America 3. The increasing population of retirees and elderly in the Western World All three groups are concentrated in areas already home to significant domestic production and sizeable external trade flows of ornamentals. The question is if the anticipated changing demand can be satisfied by the current value chain or if change is needed.

FOCUS ON CITIES RATHER THAN COUNTRIES The countries with the largest ornamentals production are also home to the largest consumer demand. These countries are self-sufficient but for a few specific products. Some countries are excellent growers but they export most of their harvest to one or more of the demand markets. Thus, the decision to research the demand side of target groups rather than geographic markets.

Nearly 97% of the world’s population growth will occur in cities by 2030. Their populations will account for almost 70% of the world’s population and 81% of global consumption.

Cities will be responsible for 91% of global consumption growth by 2030. The UN forecasts that 70% of the world’s population will live in cities by 2050. Thus, the focus on cities rather than countries.

URBAN MIDDLE CLASS FUELS FUTURE GROWTH Worldwide, the general expectation is that future demand will be met locally the majority of the time. The rise of the urban middle class is expected to be one of the most significant factors in this projected future growth. The disposable income of the Chinese middle class is expected to top the list of biggest spenders over current first place United States by 2020. By 2030, the expectation is that India will overtake both countries in spending by their urban middle class.

North America’s working-age population is defined as people aged 15 to 59 in the United States and Canada. Its size and purchasing power have made it the single largest consumer group in the world in recent decades and its members’ behaviour has shaped global consumption. Its numbers and per capita consumption continue to increase. By 2030, consumers in this age group will include Generation X (born between 1970 and 1985), Millennials (born between 1985 and 2000), and Digital Natives (born after 2000). Their numbers are expected to grow by 7%, from 180 million in 2015 to 191 million in 2030.

By contrast, the number of elderly and retirees will increase by 30%.

INHIBITORS FOR FURTHER GROWTH The United States is seeing increased consumer spending year-over-year and a higher demand for ornamentals, yet the two major inhibitors for further growth are not to be found on the demand side. They are, in fact, government policy and industry constraints: labour shortages and logistical challenges are North America’s greatest potential inhibitors.

The developing retiring and elderly will be very important to global consumption growth in the period until 2030. The number of people in this age group will grow by more than 30% from 164 million to 222 million. As a result, they will be responsible for 51% of urban consumption growth in developed countries, or €3.7 trillion in the period up to 2030.

That is 19% of global consumption growth. III Author: Joep Hendrickx and Richard Melnick Photo credits: iStock

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Opt for ease of use with the updated app Do you want to always have news and information at your fingertips?

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Only you can see these details.

Our app by numbers → Over 10,000 people have downloaded the app → In the first quarter of 2018 there were around 41,000 sessions with more than 92,000 screen displays → The average user opens the app 15 times per month

Van Schilfgaarde: Non-negotiable conditions

The General Members’ Meeting on 31 May was a milestone in the history of our cooperative, Royal FloraHolland. A huge majority of our members voted to set up a Members’ Council from 1 January 2019, and to continue the consultation meetings with our members. I am obviously delighted by this. Intense contact with our members helps us to make better choices and take better decisions.

By Steven van Schilfgaarde - 20 June 2018 One of the subjects on which our members’ input is needed, is sustainability. This topic is at the top of the agenda for the floriculture industry. Scandals are having a noticeable effect, and the market is demanding flowers and plants that are grown in a way that respects the environment. Legal requirements in the area of plant protection products are strict, and are not only policed by the authorities; environmental organizations also perform their own inspections to see how the sector measures up. Every infringement means one more black mark on our record; not just for the company or product group concerned, but also for the sector as a whole. We cannot allow this to happen.

Our stakeholders are not simply standing on the sidelines either. For example, Rabobank (largest dutch Bank in agricultural sector) recently announced

that those guilty of infringements would no longer qualify for loans. That’s a strong signal. It has consequences for us, for both the cooperative and the members. It cannot be the case that in a sustainable marketplace - and that is what we want to be - flowers and plants are sold using prohibited plant protection products.

Not only because this is against the law, but also because buyers and consumers will not accept it.

Responsible plant protection is a non-negotiable condition for the floriculture industry to be able to flourish. We are therefore starting discussions with our growers about how to achieve this. In dairy farming and the fruit and vegetables sector, we see good examples of monitoring programs that record the use of substances and detect them where necessary.

As a result, products that do not comply with the existing requirements are rejected.

Luckily, more and more attention is being paid to “green” cultivation. Breeders are working to create varieties that have greater resistance to plant diseases or are unattractive to unwanted pests.

We as a sector bear the responsibility of making floriculture truly sustainable. ← Steven van Schilfgaarde CEO of Royal FloraHolland.

EVENTS

August 2018 14-16. UNITED STATES IGC (Independent Garden Centre) Show at the Navy Pier in Chicago. www.igcshow.com

21 AUGUST. BELGIUM Florall www.florall.be

22 TO 24. THE NETHERLANDS Plantarium, the leading international nursery trade fair. info@plantarium.nl www.plantarium.nl

22 TO 24. UNITED STATES Farwest Show at the Oregon Convention Centre, Portland, Oregon. With nearly 900 booth spaces, the Annual Farwest Show is your ticket to the nursery and retail garden centre industry. www.farwestshow.com

September 2018 2 TO 4. GERMANY spoga+gafa 2018, international trade fair showcasing the newest developments, emerging trends and winning products in the gardening industry. Venue: Koelnmesse, Cologne. www.spogagafa.com

4 TO 5. UNITED KINGDOM

10 TO 12. UNITED KINGDOM

20 TO 21. AUSTRIA

GLEE, garden and outdoor living trade show for the retail industry. www.gleebirmingham.com

EU Water Conference at Halle E, Museum Quarter, Vienna.

Opening by Ms Elisabeth Kostinger, Austrian Minister for Sustainability and Tourism and Mr. Karmenu Vella, European Commisioner for Environment, Maritime Affairs and Fisheries. https://ec.europa.eu/info/events/euwater-conference-2018_en

11 TO 13. THE NETHERLANDS 50th IPS Anniversary Jubilee Symposium “Peatlands: past, present and future” Rotterdam, Netherlands www.ipsjubileesymposium.nl

11 TO 13. RUSSIA FlowersExpo 2018, the 8th international FlowersExpo trade exhibition is set to take place at Crocus Expo in Moscow from September 11-13. www.flowers-expo.ru

12 TO 15. UNITED STATES Save the date: The 50th Annual Sylvia Cup Design Competition takes place on Sept. 15 during SAF Palm Springs 2018, SAF’s 134th Annual Convention, Sept. 12-15, 2018, at the Rancho Mirage, California. www.safnow.org

16 TO 21. CZECH REPUBLIC International Garden Centre Congress. www.igca2018.cz

17 TO 19. UNITED STATES AmericanHort Plug & Cutting Conference at the Sheraton Charlotte Hotel, Charlotte, North Carolina. www.americanhort.org/plug

17 TO 20. AUSTRALIA

Four Oaks, commercial horticultural show in Macclesfield, Cheshire. www.fouroaks-tradeshow.com

World Flower Council Summit 2018, new venue (W Hotel Brisbane), same amazing event. www.worldflowercouncil.org

4 TO 9. UNITED KINGDOM

17 TO 22. ITALY

RHS Garden Wisley Flower Show. The show features spectacular displays, outstanding shopping, the National Dahlia Society Show, NAFAS floral displays, expert advice and much more. www.rhs.org.uk

The global ornamental horticulture industry is invited to the 70th AIPH Annual Congress which will take place in the beautiful city of Padova in Italy from 17th-22nd September 2018. Open to members and non-members and includes conferences, discussion, networking and professional tours that will prove highly valuable for everyone who attends. www.aiph.org/events/padova/

6 TO 8. POLAND 26th international trade exhibition Green is Life. www.greenislife.pl

6 TO 9. THE NETHERLANDS National Summer Flower Show at the Oude Kerk in Naaldwijk, the Netherlands. This year’s theme is ‘Flower Power’. info@nzbt.nl www.nzbt.nl

10 SEPTEMBER. THE NETHERLANDS

19 TO 21. ITALY Flormart at PadovaFiere, Padua, Italy. www.flormartit

19 TO 21. ECUADOR Agriflor, trade show serving the Ecuadorian flower industry since 1992. Venue: Centro de Exposiciones Quito. www.hpp.nl patricia@hpp.nl

IPS Global Peatland and Peat Industry Summit (invited guests), Rotterdam, Netherlands www.ips50summit.nl

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FloraCulture International July-August 2018

October 2018 1 TO 3. UNITED ARAB EMIRATES 2018 IPM Dubai and WOP Dubai (fresh produce) will take place from 1 to 3 October 2018. Once again, both trade exhibitions will be held at the Dubai World Trade Centre. www.ipm-dubai.com and www.wopdubai.com

3 TO 4. CANADA Canadian Greenhouse Conference at the Scotiabank Convention Centre, Niagara Falls. www.canadiangreenhouseconference.com

3 TO 5. THE NETHERLANDS GrootGroenPlus, the world’s premier amenity plant show. www.grootgroenplus.nl

3 TO 5. SPAIN Iberflora at the Feria Valencia exhibition centre. iberflora@feriavalencia.com www.iberflora.es

9 TO 11. ZIMBABWE Hortiflor Zimbabwe at the HICC in Harare, Zimbabwe. www.hpp.nl

10 TO12. JAPAN Ifex, Asia’s largest flower trade exhibition at Makuhari Messe, Tokyo. www.ifex.jp

23 TO 25. IRAN The 2nd International Plant Congress in Mahallat City (around 100 km south west of Teheran). www.isopcongress.ir/en/

November 2018 3 NOVEMBER 2018 TO 24 APRIL 2019. CHINESE TAIPEI Taichung World Flora Expo. http://2018floraexpo.tw/en/

Voices

7 NOVEMBER. THE NETHERLANDS International Floriculture Forum at the IFTF show in Vijfhuizen. www.floriforum.com

7 TO 9. THE NETHERLANDS International Floriculture and Horticulture Trade Fair (IFTF). www.hpp.nl

7 TO 9. THE NETHERLANDS FloraHolland Trade Fair. www.royalfloraholland.com

8 TO 10. UNITED STATES Don’t miss the 2018 Independent Plant Breeders Conference in Mobile, Alabama. http://conference.ifas.ufl.edu/IPBC/index. html

28 AND 29. THE NETHERLANDS European Mineral Fertilizer Summit in Amsterdam. www.acieu.net

28 NOVEMBER TO 1 DECEMBER. TURKEY Growtech Eurasia, international greenhouse, agricultural equipment and technology trade fair in Antalya, Turkey. www.growtech.com.tr

Water

The irrigation industry in the 21st Century GreenTech

Technology trends in horticulture July - August 2018

Bulbs

Tulip forcing grows by a billion stems

Address: FloraCulture International, Horticulture House, Chilton, Didcot, Oxfordshire OX11 0RN United Kingdom.

Worldwide Advertising Office Angie Duffree, angie@floracultureinternational.com tel. 00 31 (0) 6 403 277 35

Belgian family businesses roll along with the latest trends and technology

FloraCulture International is an independent trade magazine and in its kind it is the largest circulation world publication. FloraCulture International is a service of AIPH to the global ornamental horticulture indusry.

Editorial Team William Armellini, Tim Briercliffe, Linda Kaluzny-Pinon, Hans van der Lee, Nurit Levy, Marie-Françoise Petitjean, Ron van der Ploeg, Richard Melnick, Stefan van Schilfgaarde.

Contact Us Contact: info@floracultureinternational.com.

Designer/Printer Finnmedia bv, Alkmaar Christian Gude Marcel Bosma MBGO, Utrecht Reclamebureau PLUG Drukkerij van Deventer Circulation Administration FBW Abonneeservice Postbus 612 3440 AP Woerden The Netherlands

Changing times I can imagine that by the time you are reading this, the facts, laws and tariffs may have already changed.

However, as of this writing there is a trade war brewing between nations, instigated by the American president and I fear that sooner or later flowers are going to be caught up in it.

Flowers have been tangled up in many international battles over the years and this one that is playing out in the global stage, is reminiscent of the battle fought here in Miami between the South American importers and the US domestic growers (mostly from California). That case was based on steel imports and anti-dumping laws were used in the defense. There was no clear winner, but as result some duties were levied against specific farms and created a big accounting mess until the facts could be verified. Some companies did not survive.

Duties and flowers have long been used as pawns in the drug war between the US and various South American countries. The resulting import duties are a mixture of certain flowers from certain countries in exchange for favorable cooperation on drug smuggling issues.

These arrangements are often in flux as new political administrations take over from the previous and arrangements are subject to change.

Here are some of the duties currently paid on flower imports: • Colombia to US 0% • Ecuador to US 6.8% on roses • Ecuador to US 6.4% on most other flowers • Mexico to US 0% Clearly these tariffs can influence business but lots of roses are imported into the US from Ecuador despite the 6.8 % duty. Currently in Europe flowers imported into Amsterdam arrive duty free from everywhere. Flowers offer an attractive proposition in the global trading picture since this industry segment employ lots of workers.

Despite the current events, some countries like Iran, South Korea and Indonesia are opening their borders to trade. The combination of employment, investment, and geography make the flower business even more than a pawn in the global trade arena. Perhaps a well-dressed Knight with a lovely boutonniere is more appropriate for our trade.

Sign up now for a free digital subscription https://www.floraculture. eu/subscribe/ FloraCulture International is published six times per year worldwide. Publisher is not liable for the content of the advertisements. Photography by permission of copyright owners.Published

by AIPH ©2018 FloraCulture International magazine. All rights reserved.

About the writer…

William ‘Williee’Armellini owns and hosts www.flowersandcents.com.

FloraCulture International July-August 2018

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