November-December 2019

K EN YA

Direct markets can offer better prices

PL A N T M A R K E T IN G

Bigger is better and better together

FloraCulture International

RUS SI A

FlowersExpo ignites floral passion

WWW.FLORACULTUREINTERNATIONAL.COM NOVEMBER - DECEMBER 2019

BREEDING THE EXCEPTIONAL Bromeliads reaching the status of specialty products

IGOTY 2020 Awards Tuesday 28th January 2020, IPM ESSEN

Enjoy a night to ‘Sparkle and Shine’ Book tickets and Corporate Hospitality packages online

www.aiph.org/igoty2020/ Contact: events@aiph.org

Booking Deadline: 1st December 2019 For Early Bird Tickets and Corporate Hospitality Packages EVENT PARTNER

FOUNDING PARTNER

NOVEMBER/DECEMBER 2019 VOLUME 29 NUMBER 6

F R O M T H E E D I TO R

CONTENTS

HONKING HORNS I write this preface in rhythm with the steady rumble of a slow moving convoy of tractors on the highway, just a few hundred meters away from my office which is located adjacent to the A13, one of the Netherlands’ major arterial roads.

It is the second wave of protests this month by Dutch farmers, engulfing large parts of the country. Persistently honking horns echo the protesters’ growing fury with the government. Its policy of sustainability, sustainability and then an extra dose of sustainability has been met with fierce backlash in agricultural communities up and down the country, each from a different perspective, but all in agreement that lawmakers’ attempts to blame them for carbon dioxide and nitrogen pollution is fundamentally flawed.

COVER STORY 32

32

Ron van der Ploeg

4

FLORACULTURE INTERNATIONAL November/December 2019

12

PLANT MARKETING Perennial grower Griffioen believes ‘bigger is better and better together’ Star Valley forgoes greenhouses to minimise fossil fuel use

18

UNITED KINGDOM It’s full steam ahead for the UK’s garden plant industry

22

FLOWERTRIALS (2) Stepping into next summer at annual bedding plant extravaganza.

28 SUSTAINABILITY 100% recyclable plant pots by Pöppelmann TEKU®

39

FULL HOUSE AT TRADE FAIR AALSMEER Immerse yourself in the B2B world of flowers and plants

VOICES

12

22

04

FROM THE EDITOR

07

LEGAL CANNABIS: NEW BOOMING BUSINESS

15

FACING THE CHALLENGES OF URBAN GARDENING

IN EVERY ISSUE 06

WORLD NEWS

08 VIS-A-VIS 31

THE GREEN CITY POST

50 EXPOSURE 57

Corn Bak will be one of more than 700 plus exhibitors who will occupy the 25,000m2 showfloor at the 21st edition of the Trade Fair Aalsmeer, held November 6-8, 2019 at Royal FloraHolland Aalsmeer.

It may not surprise you that I sympathise with the farmer’s protest but I do hope their next protest will not coincide with the Dutch HortiWeek as the mid-October convoy of tractors combined with bad weather caused more than 1,000 kilometers (620 miles) of traffic jams, the biggest ever in the country.

FEATURES

16 USA

Dutch farmers say they are fed up with being treated as second-class citizens, squeezed left, right and centre. In light of climate change and the need for the Netherlands to do its part in reducing its greenhouse gas emissions, farmers have been told their herds need to be reduced by 50%. Those who want to cease operations or adopt a more sustainable approach are being offered financial aid from the state. The key demands of these protests are for the government to appoint an independent party to measure the carbon and nitrogen emissions that farms produce and guarantee the number of animals permitted will not be further reduced.

The farmers’ cry for a more common-sense agricultural policy is not very different from what I hear when visiting greenhouse growers around the world. Tropical plant breeders and propagators Peter and Elly Bak from Corn Bak, for example, stress that they are not against sustainability and regulation per se as their many years of participation in MPS is born from a true commitment to the environment. Their pertinent question, however, is why the environmental burden should fall heaviest on SME’s which make up most of the horticultural landscape? In a debate as fiery as the red in their bromeliads, they stress that they are more than willing to invest in the environment. “But I would like to see these efforts awarded instead of penalised,” said Elly Bak in words that could be a slogan for her rallying counterparts in Dutch agriculture. Page 32.

18

BREEDING THE EXCEPTIONAL Corn Bak’s bromeliads reaching the status of specialty produts

16

39

SAVE THE DATE

FloraCulture International is an independent trade magazine with the largest circulation for a world publication of its kind. FloraCulture International is published for the ornamental horticulture industry by the International Association of Horticultural Producers (AIPH). It’s published six times per year worldwide. Editorial Team: Audrey Gerber, Hidde Koenraad, Richard Melnick, Marta Pizano, Ron van der Ploeg, Kim van Rijssen, Fred van Tol, Penelope Tomkins and Jean Vernon. Contact: info@floracultureinternational.com. Address: FloraCulture International, Horticulture House, Chilton, Didcot, Oxfordshire OX11 0RN, United Kingdom.

Worldwide Advertising Office: Angie Duffree, angie@floracultureinternational.com tel. 0031 (0)6 403 277 35 Graphic design: Aryen Bouwmeester. Printer: Drukkerij van Deventer Cover photo: Arjen Gaarenstroom, Flitz Fotografie Circulation Administration: FBW Abonneeservice, Postbus 612, 3440 AP Woerden, The Netherlands. Subscribe: Sign up now for a free digital subscription www. floracultureinternational.com /subscribe Publisher: Published by AIPH ©2019 FloraCulture International magazine. All rights reserved. Publisher is not liable for the content of the advertisements. Photography by permission of copyright owners.

74

WWW.FLORACULTUREINTERNATIONAL.COM

5

WORLD NEWS

VO I C ES MÉXICO

CHINA

AIPH 71st Annual Congress The 71st Annual Congress of the International Association of Horticultural Producers (AIPH) was held from 8th – 13th September in Beijing. The Congress included the AIPH Expo Conference, the AIPH International Green City Conference, the World Ornamental Horticulture Summit, a tour of Expo 2019 Beijing and concluded with a splendid cultural show in the Expo’s Guirui Theatre.

OPF México’s premiere doesn’t disappoint Messe Essen’s inaugural Ornamental, Plants & Flowers MÉXICO (OPF), held 18 -20 September 2019 in Mexico City hosted around 120 exhibitors from 12 nations presenting flowers, potted plants, outdoor plants, horticultural technology and floristry supplies on a 9,000m2 show floor. The three day event welcomed 10,000 trade visitors from 14 countries.

“The show went very well for us as interest in horticulture in Latin America is strongly growing. OPF offered the global flower industry another top-class platform.

Especially the participation of German exhibitors and visitors stood out,” says Oliver P. Kuhrt, CEO of Messe Essen. With its proximity to the USA - one of the largest consumer markets for horticultural products, Mexico is an attractive location and Germany’s most important trading partner in Latin America. In addition, the country with its different climate zones offers ideal production conditions for a large number of plants and

flowers throughout the year.

The free trade agreement between the European Union and Mexico which has been in place for several years also supports trade between the two continents.

OPF’s opening ceremony was attended by high profile dignitaries including Germany’s Ambassador to Mexico Peter Tempel and the Netherlands’ Ambassador to Mexico Margriet Leemhuis and representatives of the Mexican Ministry of Agriculture as well as of the Japanese Embassy.

Next year’s OPF will take place November 17-19 2020, at Mexico City’s Citibanamex convention centre.

FRANCE

Re-thinking Salon du Végétal aims for revival in Angers After a third year of disappointing attendance at Salon du Végétal, Nantes, the horticultural trade show’s organisers have made the decision to return the event to its original host city of Angers for its 35th edition next year (September 8-10, 2020).

After a third year of disappointing attendance at Salon du Végétal, Nantes, the horticultural trade show’s organisers have made the decision to return the event to its original host city of Angers for its 35th edition next year.

Salon du Végétal, Nantes took place from September 10 to 12 but the 34th edition’s exhibitor and visitor numbers failed to reach the ambitions of event organisers BHR (Regional Horticultural Office). BHR have now decided to return the event to Angers and hope to reverse the downward trend.

6

C O LO M B I A

FLORACULTURE INTERNATIONAL November/December 2019

At the World Ornamental Horticulture Summit, a line-up of distinguished international speakers presented to over 300 delegates representing 69 countries. High-level Chinese officials and industry leaders from around the world attended the official summit’s opening ceremony.

The event explored the opportunities and challenges of trading with China.

Sessions addressed major topics such as plant breeding and IP protection in China and unveiled China’s current and predicted market trends.

Speakers included Mr Biense Visser (Dummen Orange), Mr Marco van Zijverden (Dutch Flower Group), Dr Edgar Kriegar (CIOPORA), Mr Lu Zhipeng (Alibaba), Mr Long Sanqun (PBR Office China) and Mr Fanke (China Council for Promotion of International Trade).

AIPH Secretary General, Mr Tim Briercliffe, said “Now, more than ever, the opportunities for growing the ornamentals market in China are evident. It’s clear that China is seriously addressing international concerns about IP protection and creating an environment where foreign businesses can trade in China with confidence.

The AIPH International Vision Project, reinforced

by data from Alibaba, has illustrated that the spending capacity in Chinese cities will increase dramatically and the horticulture industry must focus on products and logistics now to ensure its share of this future spend.

Companies like the Lynch Group and Dutch Flower Group have demonstrated that a market for imports exists in China for valueadded, niche products.

In addition, government legislation will remove many trade restrictions and give foreign investors the same rights and privileges as Chinese nationals, from January 2020. There has never been a better time to get involved in this market.”

The AIPH Congress and the World Ornamental Horticulture Summit were organised in collaboration with AIPH’s member in China – the China Flower Association (CFA). The events were sponsored by PERA Events, Royal FloraHolland, Dümmen Orange, Expo Lodz 2024, the Thailand Convention & Exhibition Bureau and Floraculture International was the media partner. The 72nd AIPH Annual Congress will take place from 1st – 4th September 2020 in Warsaw, Poland.

For more information visit: www.aiph.org

LEGAL CANNABIS: NEW BOOMING BUSINESS Mr Hidde J. Koenraad is Partner in Intellectual Property at Boekx Advocaten (Amsterdam).

Colombian President Ivan Duque expressed the full-fledged support of his government for the flower sector.

Proflora 2019 – Go, Colombia!!

If PROFLORA 2019 were to be described in two words, they would be: simply vibrant. With 400 exhibitors and thousands of visitors, the Colombian trade show was a mix of bustling business networking and the most diverse, imaginative flower displays.

This edition also marked several important anniversaries.

Two iconic, pioneers of the industry - Grupo Andes and Flores de los Andes - both celebrated 50 years of working in the business, whilst ASOCOLFLORES, the Colombian Association of Flower Exporters, celebrated its 45th year in operation and the 15th version of its renowned show in Bogotá.

The inauguration ceremony was packed with high profile dignitaries and key industry players including flower exporters from Colombia and other countries; buyers from around the world; journalists and every key supplier imaginable.

Colombian President Ivan Duque also attended the ceremony and expressed not only the full-fledged support of his government for the flower sector, but also encouraged exporters to continue their quest in diversifying product offer by, for example, widening the cut foliage offer through incentives and improved logistics and strengthening new and emerging markets. “Let’s keep moving”, he said, “we should strive to double our exports over the next few years”. He continued, “Let’s look to the East, we have a free-trade agreement with Korea, that we should be using to its full potential; how is it possible that Ecuador is exporting double the quantity we are to China?”

Duque went on to assure Colombian flower growers that

measures to address potential changes in exports to the UK (through Brexit) were being taken.

Interestingly, he also referred to the United Nations ‘Sustainable Development Goals’, a set of 17 indicators that the world has pledged to comply with by 2030. “Floriculture has a large connection with many of these,” he pointed out, adding, “empowering women, decent jobs, education, good health and well-being, sustainable production and partnerships to mention a few.”

Around the show, many familiar faces and long-time players were seen, but it was evident too that a lot of young people were in charge. Generational change has clearly taken over Colombian floriculture which, no doubt, contributed to the show’s dynamic atmosphere and its spirit of innovation and exploration for new markets. This could not have happened, however, without the far-sighted and strategic vision that has characterised the sector since its origins more than half a century ago.

Along with hundreds of new varieties, attractive cut foliage and completely new flower types were abundant. Colombia has really gone beyond the “staple” flowers of yore (roses, carnations, chrysanthemums) even though these are being constantly rebranded.

As the legal cannabis market expands and is anticipated to be worth billions in the near future, many companies, including greenhouse growers, want a piece of the pie. At the same time, a lack of harmonisation and fast-changing regulations make it challenging for the stakeholders involved to adhere to the wide variety of laws. Yet, compliance is critical.

Cannabis is on the list of illegal substances included in the Single Convention on Narcotic Drugs, 1961 which prohibits the use of the drug in many countries worldwide. However, the use of cannabis or cannabinoids for medicinal purposes is becoming increasingly permitted around the world. Clinical trials and anecdotal evidence suggest that cannabis can help patients living with serious conditions such as epilepsy, multiple sclerosis, cancer and chronic pain. Companies from a broad variety of industries are carefully exploring this relatively new and booming sector.

Although the 1961 Single Convention forms the basis for the regulation of cannabis, there is no global cannabis regime: each country has its own laws and regulations to legalise certain aspects of cannabis.

In the European Union, most countries have legalised cannabis for medical use. However, between member states there is considerable disparity with regard to the products that are permitted and the rules for their use. The European Parliament is calling for both an EU-wide policy for medical cannabis and properly funded scientific research.

A similar situation exists in the US; each state has its own rules regarding medicinal cannabis. Although 33 states have already legalised cannabis for medical use, federal laws prohibit its use for any purpose. However, so far, no federal action has been taken against states that have legalised the drug.

In Uruguay (since 2013) and Canada (since late 2018) the use of cannabis has been completely legal, not only for medical, but also recreational use. Recently, Luxembourg’s health minister confirmed plans for the country to become the first in Europe to legalise both cannabis production and consumption. In the Netherlands, the government recently announced that it wishes to initiate an experiment involving the cultivation of cannabis for recreational use.

As a result of recent, and what looks to be rapidly increasing legalisation around the world, cannabis has developed from a criminalised drug to a multibillion-dollar industry.

WWW.FLORACULTUREINTERNATIONAL.COM

7

V I S -À-V I S

V I S -À-V I S

Direct markets can offer better prices

‘DIRECT FLIGHTS BY KENYA AIRWAYS TO THE UNITED STATES IN OCTOBER LAST YEAR WAS EXPECTED TO BE THE ICING ON THE CAKE FOR KENYA’S FLOWER EXPORTS’

It’s now almost two years since Clement Tulezi succeeded Jane Ngige as CEO of the Kenya Flower Council. FCI’s Ron van der Ploeg interviewed Mr. Tulezi on the key challenges facing

AUTHOR: RON VAN DER PLOEG

Kenya’s flower industry today and the opportunities presented by his new role.

T

hose in the industry who listened to his keynote speech at the Flower Logistics Africa conference last year might remember Tulezi say that working in Kenya’s flower industry fits him like a glove. “Every day is fulfilling. There are no dull moments. The dynamism and day-to-day demands of the industry keep us on our toes. It’s also a new experience and I am learning every day, from changes at the farm level and challenges of regulations, to new requirements in the marketplace. I love innovation and the flower industry is just a perfect fit,” said 40-year old Tulezi who took on the job as KFC’s CEO on January 1, 2018.

FCI: You brought over 23-years of experience in media, communication and marketing which prompts us to ask you about the key message you would like to spread about Kenya’s floriculture sector?

Clement Tulezi: “Kenya is the home of the best flower growers. Leveraging cutting-edge technology and good human capacity, you are assured of class 1 quality, long vase life and consistency with the Kenya flower brand.”

What’s your view on the health of the industry?

“High commodity prices, low prices at Dutch auctions, skyrocketing freight rates, lack of enough cargo space in peak periods, increased local levies, ongoing Brexit uncertainty and some key markets being under pressure are among the major challenges. But the industry is resilient. As we concentrate our resources on the most significant areas, we are keeping tabs on the growing demands from the markets. KFC is currently pursuing opportunities in markets such as China, the Middle East and the US. The best way to overcome any organisational challenge is to tap that vast knowledge, working closely with government agencies, Kenya’s foreign missions and international partners to solve problems in the field of logistics, plant health and import tariffs. Meanwhile, it’s our job to enhance the positive image of Kenya’s flower brand in the market.

We believe the industry is still promising.”

8

FLORACULTURE INTERNATIONAL November/December 2019

The Kenyan flower industry is markedly dynamic, consisting of hundreds of farms covering a total production area of around 4000ha. The sector directly employs around 150,000 people. As an industry association, KFC has a five-year plan.

Why is that?

“Over-regulation is holding back the industry, while both national and local government continue to introduce levies. What’s more, there’s non-commitment from the government to adequately support the floriculture industry and new requirements in the market. Challenges in logistics exacerbate the situation. When the logistics in the supply chain are working smoothly, the customer is assured of a quality, fresh product.”

Traditionally, the Netherlands has played an important role as a logistical hub for flowers from Kenya. The question that naturally arises is whether the Netherlands will continue to occupy this dominant position?

“Europe continues to be Kenya’s most important market for cut flowers and the Netherlands continues to be the main hub into the region. We are proud of our leading position in Europe and prepared to keep it.”

Overall, you predict that trade will become increasingly direct with omitting the Dutch flower auctions and the Netherlands’ logistical hub.

“I am certain that the auction and direct market have their place in the business. But it’s true that direct

markets have grown a lot in the last five years. Whereas the auction is a more stable market, direct markets can offer better prices. It’s no wonder that a number of exporters supply to both to spread the risk.”

Meanwhile, at Schiphol-Amsterdam airport, Europe’s third largest cargo hub in terms of volume, air cargo is increasingly locked into traffic congestion. What has been the impact so far?

“It’s not serious yet. However, it’s no secret that if volumes continue to increase, there will be delays in clearance and movement. This will definitely call for a reorganisation of logistics into Europe and maybe trying sea freight.”

With regard to transporting flowers by container ship, you believe there’s a world to win when it comes to a high velocity supply chain.

“There are shipments of roses by sea container from Kenya to the Netherlands with over 200 different communications along the way involving over 30 different parties; all to the detriment of product quality. As long as the mode of transport is convenient and the cold chain is optimised, the quality of the flowers is not compromised. One major block in our new strategy is innovation. KFC is prepared to support ongoing tests on sea freight. We are certain it will turn out positive.”

Kenya Airways has begun direct flight services to New York’s John F. Kennedy International Airport (JFK), making it the eighth African country to offer a direct US service. If direct flower exports to the US were to become a reality what are the main issues to be solved?

“The advent of direct flights by Kenya Airways to the United States in October last year was expected to be the icing on the cake for Kenya’s flower exports. We understand the potential that the US possesses. For many Kenyans, this is a market they wish to break into.

Nonetheless, we are alive to the reality that if we are to significantly increase Kenya’s market share there is a need for: increased cargo space; a relook at the logistics to access Miami as the main flower hub; improvements in our packaging to conform to local preferences;

WWW.FLORACULTUREINTERNATIONAL.COM

9

V I S -À-V I S

view. Imports of fertilisers are currently flowing and the Kenya Bureau of Standards and other regulators have put in place a system to maintain the flow. KFC is nonetheless monitoring throughout on behalf of growers.”

Fertiliser manufacturing companies but above Kenya’s top flower exporters were again present at the 8th IFTEX show, held June 5-7, 2019 at Nairobi’s Oshwal Convention Centre. Tulezi believes the show combines exposure and personal interaction, offering an experience for the exhibitor and attendee that no other form of marketing can replicate.

Also your supplier for hardy ferns!

Vitro Plus B.V. P.O. Box 1 4328 ZG Burgh-Haamstede The Netherlands Tel. +31 111 468088 sales@vitroplus.nl

VISIT US AT FLORAHOLLAND TRADE FAIR AALSMEER

# 18.8

vigorous promotion of the Kenyan brand; a review of our pricing and a review of rates by logistics companies.”

Meanwhile sustainability moves up the agenda for Kenya’s flower industry. The 2013 IPM ESSEN show marked the launch of the Floriculture Sustainability Initiative (FSI) to encourage greater adoption of sustainable practices, improvements to auditing and compliance, and simplified assessment processes for organisations and suppliers in the ornamentals sector.

“The KFC Flowers and Ornamentals Sustainability Standard (F.O.S.S) is one of the 15 sustainable standards in the FSI basket and as such plays a prominent role in promoting sustainability in floriculture worldwide. In May 2019, F.O.S.S was accepted as compliant with the enhanced environmental criteria through the transition period to the end of 2020. After 2020, sustainable production under FSI will be defined according to the combined benchmarks on good agricultural, social and environmental practice. The KFC Standard adequately addresses all three areas and ticks all boxes on market requirements for sustainability and quality.”

On the subject of sustainability, the scarcity of water and the poor quality drinking water in the Rift Valley region have been under the scrutiny of the international press.

How urgent is the shortage of water currently?

“We were worried at the beginning of the year with delayed rainfall. But currently there is enough water in the country following the rains that started mid-April.

The international press has got it wrong many times. We invite the media to visit the Rift Valley and the flower farms therein. I am certain their reporting will change dramatically. A lot has been done and is ongoing to conserve and maintain the quality of water in the region. We are proud to be a part of some of these initiatives.”

Speaking of shortage, has the shortage of fertilisers been solved?

“Yes. KFC fought tooth and nail. It was good that ultimately the government positively appreciated our

“IFTEX is one of the largest flower exhibitions in the world, where buyers witness the best of the Kenya flower brand directly from the source. Also, it’s a great opportunity for the growers who cannot otherwise promote themselves in the market place to meet buyers. For us, IFTEX confirms the importance of Kenya in the global floriculture space and the contribution of the industry to Kenya’s economy. We are confident that many business deals were penned at IFTEX with buyers from all over the world in attendance.”

IFTEX and other trade shows such as IFTF offer a perfect opportunity for open dialogue between all partners of the value chain with open market access high on the agenda. Now that trade wars pose a threat to the global economy, does Tulezi feel free trade is dead?

“What we may be seeing now is an escalation of trade wars between economic giants and partners within trading blocks. Trade wars have been there, but mainly subtle through technical barriers to trade such as sanitary and phytosanitary requirements and skewed market-driven requirements to comply to certain standards among others. Although it is not absolute, free trade cannot be considered dead as industries globally evolve, innovate and adapt to the above dynamic scenarios.”

More recently, EUROPHYT, the notification and rapid alert system for interceptions (for plant health reasons) of consignments being imported into the EU or traded between Member States, published its annual report revealing a pronounced increase in harmful organism interceptions, mainly attributable to false codling moth interceptions on roses from East Africa. Is the problem on KFC’s radar?

“Sometimes the numbers are higher, sometimes lower, but there is no structural increase in discovered pests. In fact, for some months, the numbers are zero. We understand the risk the pest poses on Kenya’s biggest market.

Europe covers 80 percent of our export markets - and when the numbers keep increasing, we fear the consequences. We are therefore doing everything to tackle the problem. We are working together with Kenyan grower/exporters, Kenya Plant Health Inspectorate Service (KEPHIS), the Dutch Embassy in Nairobi, several importers and the European Commission. Currently, a lot of our growers are scouting. They are also doing physical checks in the greenhouse and packing areas and have set up mass traps in and outside the greenhouses. We are assessing the efficacy of these methods to give us a way forward.”

WWW.FLORACULTUREINTERNATIONAL.COM

11

PL A N T M A R K E T I N G

PL A N T M A R K E T I N G

Profitable Perennials bigger is better and better together Perennial nursery Griffioen Wassenaar offers products and services that unburden retail and landscape customers during the growing season. Contrary to the

IT’S NOT ONE SIZE FITS ALL

industry’s prevailing P9 pot, they choose to grow their plants in bigger P11 pots. These help garden retailers in keeping perennial sales steady, fresh, tidy and profitable while in landscaping the bigger pots allow plants to quickly develop lush and weed suppressing groundcovers.

AUTHOR: RON VAN DER PLOEG

The company’s newly appointed managing director, Stefan Verbunt.

12

E

stablished in 1923, Griffioen Wassenaar is one of the Netherlands’ leading perennial producers with a reputation for high quality plants supplying to the retail and landscape markets.

In terms of marketing, the company is lucky to have Wassenaar - one of its production sites - incorporated in its business name, as this district of The Hague is dubbed the ‘Beverly Hills of the Netherlands’ with stately homes and mansions presiding over lush green landscapes. De Horsten Estate, for example, is just a few hundred metres away and was, until last summer, the official residence of Dutch King Willem-Alexander and his family.

FLORACULTURE INTERNATIONAL November/December 2019

HARD WORK AND DEDICATION The company’s newly appointed managing director, Stefan Verbunt, acknowledges that Wassenaar can conjure up images of luxury, high end and top quality, but underlines there’s more than psychology to the brand’s name. “What really matters is the hard work and dedication of all the people at Griffioen. We will always do everything within our power to grow healthy, well-established plants and to realise the very best yield for our partners in the supply chain. Former owner Bert Griffioen has a soft spot for polar bears and their strength.

Their furry image continues to be featured on our plant labels albeit very modestly. Plant marketing, at the end of the day, is not only about

a company’s values and image, it’s also about understanding what these mean to a customer.”

The customer base of Hello Garden and GreentoColour Griffioen ranges from garden centre chains and DIY stores to landscapers, local authorities and garden designers. Verbunt attributes half of the company’s turnover to income from garden retailers and the other half to landscape customers. “However, we sell more plants in retail and in landscape we undertake projects and offer a full range of garden design and landscape services including soil preparation, delivering plants and maintenance, all with their own margin. As such, revenues in landscaping and retail are created equally.”

Currently the company operates from two production sites in Wassenaar and Boskoop, but not for long. An agreement has been reached with the community for the sale and transfer of the 6.5ha container field, office and packing area in Wassenaar to the Nature Conservation Society of South Holland in 2020. “Traditionally, Wassenaar was home to our landscape division which is set to relocate to Boskoop, where retail and landscape will continue to operate as separate entities from two different sites as a ‘one size fits all’ approach is impossible,” explains Verbunt.

He continues, “For landscaping purposes, for example, we grow a ‘limited’ 130 core varieties while for retail our product offering includes over 700 varieties. Our colleagues in landscaping often work on behalf of local authorities and councils to design, construct and maintain a range of green areas, involving long term planning, paperwork and lots of discussions with architects and garden designers. In retail, in turn, it is much more about well-oiled logistics, product variation and on time delivery.”

BETTER TOGETHER Wassenaar’s change of location comes with a change in ownership.

In landscaping, Clematis x jouiniana ‘Praecox’ makes excellent ground cover.

Hello Garden themed benches.

Last September Boot&Dart Group acquired all the shares in Griffioen Wassenaar BV whose production currently stands in excess of 5 million units sold at home (70%) and abroad (30%). Verbunt: “Our products can be found in 80% of Dutch garden centres while abroad garden centre chains such as Plantasjen in Scandinavia are also among our customers.”

With regard to garden centres and perennial sales, Verbunt’s adage is ‘better together’. “I want my retail customers to earn as much money with my plants as possible. While our plants are the tools, increased profit margins is the ultimate goal.

Long-term relationships are key in creating profitable perennials sales.”

According to the Dutch industry body for garden centres Tuinbranche NL, perennial

sales provide a steady source of income to a garden centre’s business, amounting to 6 percent of its annual revenue. However, with the increasing pressure on supplying growers to keep the cost for the garden retailer down, it is not always easy to maintain healthy margins. Verbunt believes a mutually valuable relationship starts with reining in the pressure to reduce price. “Everyone grows their perennials in P9 with retailers relentlessly shopping around for a better deal. As a plant grower you find yourself at the beginning of the supply chain and, as such, constantly squeezed by retail. If there’s a product shortage one year, the next season people produce like crazy to find out that prices are very disappointing resulting in business foreclosures in the most extreme cases. Bert Griffioen was fed up with this unhealthy business environment. While on a study trip to the USA, he saw the quarter gallons at plant nurseries, which more or less equals the P11 (1.4 litre) pots. Back in the Netherlands, he started to grow his first plants in square P11 pots. Nine years ago, he swapped the remaining P9 for P11 pots and, to date, Griffioen is unique in that we grow our plants in P11 pots only.

These not only provide immediate impact, but also move off the retail shelf faster with fewer product losses.”

EXTENDING THE SELLING SEASON Retail demand for perennials is known for being highly seasonal with around 75% of the product being required for spring sales, usually from late February onwards.

“None the less, perennials in P11 pots continue to look particularly well in the second half of the sales season, contrary to their counterparts in P9 pots which can become droopy and floppy. So, they not only deliver value but also extend the selling season,” notes Verbunt.

In retail, the square P11 pots in blue (standard assortment), silver (niche products) and green (potted herbs) with curved label have now become the company’s USP as they are used in a non-conventional way. “The time when consumers went shop-

WWW.FLORACULTUREINTERNATIONAL.COM

13

PL A N T M A R K E T I N G

ping with an alphabetical list in their hand is over. Most consumers don’t know what kind of plant they want until you start to seduce them and provide solutions. In a garden centre, a significant portion of sales come from impulse purchases so we broke with the traditional A to Z range presenting our plants by groups including, for example, butterfly plants, groundcovers, coastal plants, shadow plants and full sun lovers.”

Increasingly, a range of ‘unofficial’ perennials such as alpines, grasses and ferns are added to develop sales opportunities beyond the traditional spring-summer period.

“Hello Garden moves with the seasons, starting with Bergenia in early spring and finishing with Helleborus in October,” says Verbunt.

VO I C ES

Colour blocking is one of the secrets to successful perennial display.

INVENTORY RESPONSIBILITY There’s a lot of trust built between Griffioen and its retail customers. “Understanding each other’s business doesn’t happen overnight but ultimately it allows for streamlining the supply chain.

Depending of the size of the garden centre business we recommend that operators use between 7 or 19 themed benches, each including ten different plants. In each theme 50 different genus are available which allows for keeping displays fresh, tidy and varied. Additionally, our two retail account managers, both with a proven track record in the garden centre business, position themselves as consultants to our retailers. This requires an impartial approach from our side, advising customers, if necessary, to take 8 instead of 10 benches as we don’t want to eat away our customer’s existing market share in, for example, houseplants. We are very proud that a number of major retailers have permanently outsourced inventory responsibility to us. Clean pots, good shelf life and well stocked benches are their primary prerequisites.”

PERENNIALS WITH A PROMISE While perennials in full flower may look tempting on the bench, Verbunt stresses that the company mostly sells perennials in the green

14

FLORACULTURE INTERNATIONAL November/December 2019

stage with flowers that are tight in the bud. “Our plants come with a promise. We want our plants to be beefy, putting all their energy in root systems and leaf growth allowing consumers to enjoy the flowers after planting. Most perennials bloom for four to six weeks.

There are plenty of growers focusing on visually attractive plants in full flower, a risky undertaking as the garden market is very weatherdependent. Therefore, accurate and targeted POS, providing shoppers with a very clear idea of what the plant will look like in flower, is vital.”

SUSTAINABILITY Transparency in terms of the company’s sustainability efforts is equally important, he continues.

A high level of sustainability (and thus a minimal environmental footprint) is achieved through a number of operational practices, such as hot water weed control, banned neonics, biological crop protection, peat reduction and recyclable pots. The credibility of their environmental claims is evidenced in a wide range of eco labels such as MPS GAP, PlanetProof, GroenKeur and NL Greenlabel. Griffioen is particularly proud of being granted the permission to use the logo of the Dutch Butterfly and Bumble Bee Foundation. “As we don’t procure plants from other growers we can truly promise our customers that no neonics are used on our plants.”

An important step towards sustainability is the effort made to reduce crop shrinkage. It is estimated

that at retail level shrink losses lie between 9 to 10 percent. “We grow on an as-needed basis, not on what we think will be sold. If this has been a bumper year for Verbena bonariensis sales, we will not set up a production of 100,000 plants for next year. The garden market is still a very traditional one, in some cases focused on the lowest possible purchase price with garden centre owners and retail chains buying on the auction clock. Of course, you can buy a truckload bargain but when you ask the supplier about shrinkage percentages they often have no clue. One of the values of the Hello Garden brand is that very few plants are thrown away once the plants have reached the retail environment. That’s not only beneficial to the planet but also for the garden retailer’s bottom line.”

are also riding the wave of popularity. ” When pondering over the amount of new plants which appear on the market each year with only a few making it into the second or third year, Verbunt is an advocate for a consumer panel to co-judge novelties at premier trade shows such as Plantarium. “Boskoop’s Royal Horticultural Society, KVBC crowned Clematis tangutica ‘Little Lemons’ the best novelty new plant of this year’s Plantarium show. There is nothing wrong with expert judges but the risk is that products are only assessed on their technical aspects instead of their consumer value and possible retail performance. Personally, I think yellow is not a very sexy colour in a retail environment and as such I am not sure whether this new Clematis will be a commercial success.”

AMENITY MARKET At Griffioen, plants are trialled and retrialled in the trial gardens to prove performance. “Smart plant breeders contact our company as they know we nurture relationships with retailers. In the amenity market (characterised by year round demand) customers also highly validate our trials.

For example, as de-icing salt is an important factor, roadside vegetation plants must be tested in high salinity soils.”

Verbunt says salt tolerance is one

of the 21 criteria to which plants must respond to be included in the GreentoColour concept. “They should also be heat and drought tolerant; easy to mow; disease and pest resistant; non-toxic; dog, pigeon, rabbit and seagull resistant; and feature a compact and not-too-tall growth habit so they don t obstruct forward visibility.”

Only the highest performing plants are selected based on their demonstrated ability to thrive in the ecosystem without being overly aggressive or invasive. Landscape plants used according to the GreentoColour rules quickly develop lush and weed suppressing groundcovers literally weeding out perennials’ fusty reputation of being high-maintenance.

Tailored to meet individual needs of each landscape customer, a GreentoColour planting scheme ensures the right mix of product is sold in combination with a soil preparation programme where poor soil is removed and replaced with organic planting soil. “Another rule of thumb is the use of eight plants per m2, that is plants with a well-developed root system in P11 pots. The subsequent maintenance plan includes short mowing of plants by the end of March to stimulate second buds forming and rejuvenates the plants along with mulching and pruning,” concludes Verbunt.

Kim van Rijssen works for Plantipp BV, a Dutch company specialising in royalty management.

Kim spent eight years of her career in Beijing.

When I lived in the centre of Beijing, from 2009 to 2017, I made it my mission to transform my garden into a lush green oasis. But as my ‘garden’ was nothing more than a jumble of weeds, rubbish and broken tiles, my mission was not as simple as I’d first thought. None the less, my plan entailed two key steps; step 1: buy plants, step 2: buy garden soil.

Accomplishing step one, required travelling for an hour and a half by car or subway to the nearest garden centre. As I did not have a car, I took the subway. Four hours later I arrived home with not only as many plants as I could carry but also sore arms and drenched in sweat!

To accomplish step two, I knew that bags of soil would be too heavy to carry on the subway so instead I found an online supplier. The delivery cost, however, made this a highly expensive solution. As someone living in the centre of a city with a desire for gardening, I knew I would not be alone in facing the challenges of urban gardening.

Today I live in Brussels and again I have a small garden and no car. One major difference is that I purchase garden soil in my local supermarket but buying garden plants is still inconvenient and expensive.

SPECIALIST PLANTS To keep the Hello Garden plants flying off the shelves, retailers increasingly turn to niche type or specialist plants. Griffioen’s response is its Specialty Range in grey pots. They come with an additional price as the starting material is obtained by expensive tissue culture techniques or is licensed plant material. Verbunt thinks that Geranium ‘Rozanne’- bred

by Donald and Rozanne Waterer at their Crooked Acre garden in the UK is one of the best breeding breakthroughs in perennials in recent years. “It has large leaves and flowers and continues flowering from June until the first frosts.

Phlomis and Verbena bonariensis

FACING THE CHALLENGES OF URBAN GARDENING

Fortunately, times are changing. According to a report by Rabobank, 30% of all flowers and plants in Europe will be bought online by 2027. This is a positive trend for the horticulture industry and for me as a keen urban gardener. My next mission is to embrace modern consumerism and shop online for my Brussels’ garden makeover.

For this perennial border Griffioen Wassenaar has chosen Hemerocallis, Verbena bonariensis, Rudbeckia, Echinacae and Helenium.

WWW.FLORACULTUREINTERNATIONAL.COM

15

U S A F I E L D - G R OW N

Star Valley forgoes greenhouses to minimise fossil fuel use Where you least expect something is sometimes where you’re most likely to find it. Such is the case with Star Valley Flowers nestled amongst the rolling hills of southern Wisconsin’s Driftless region.

Owner John Zehrer states, “We grow fruiting, flowering and decorative crops for the floral industry.” But that humble definition belies the sheer scope of his Sales Manager Phil Mueller (left) and Owner John Zehrer (right).

AUTHOR: RICHARD MELNICK

business.

S

tar Valley is the very definition of rural. Located off an unassuming country road, the company is the largest entirely fieldgrown cut flower producer in the midwest region of the United States.

Its production exceeds anything one might expect: over five million stems sold per year. With 15 full-time, year-round employees, business has grown 12-15 times since its inception 20 years ago. This is all the more impressive given that winters in Wisconsin can be brutal and last up to six months and Star Valley has no greenhouses. All product is grown outdoors year-round. Star Valley forgoes greenhouses to minimise fossil fuel use and practice stringent soil conservation for the hilly terrain.

John Zehrer states: “People ask what we do in the winter. We’re as busy in the winter as any other time of year. In fact, July and August are our slowest months.”

WORKING WITH MOTHER NATURE Diversification comes from their diverse customer base, from mom and pop florists to garden centers

16

FLORACULTURE INTERNATIONAL November/December 2019

to grocery stores. “Diversification of products is dictated by Mother Nature since we don’t grow anything in a greenhouse,” states Sales Manager Phil Mueller. “We don’t necessarily diversify. We listen to our customers and work with Mother Nature.” Top sellers include pussy and curly willow, Forsythia, lilacs, lily of the valley, peonies, Viburnum, crabapple, bittersweet and “a lot of dogwood and winterberry.”

As the farm is in a remote area of Wisconsin, marketing is important.

It’s all done via social media and the web. But much of their business itself has grown organically, growing over the years by word of mouth. In terms of transporting flowers from such a remote area, twice a week a driver brings flowers to Chicago’s O’Hare airport to ship to all points across the US. Some of their customers pick up from the farm themselves.

PASSION One of the first things you notice upon meeting John is that this isn’t simply his job. John created Star Valley more than twenty years ago, slowly buying up surrounding acreage to build up to its current 200+ acres. What is most striking when talking to John is his passion for what he does. It’s clear from conversation that John is always thinking about how to make something even better. And what is sold would make any grower envious: Star Valley is the supplier to Whole Foods Markets for the entire midwestern region. That’s in addition to supermarket chains Central market, Fresh market, Cendix, and Hy-Vee. Impressive given that grocery is only 30% of total sales with 50% being wholesale orders and 20% garden centers and landscapers.

When John purchased Star Valley in 1997, it was the first time money had

traded hands for the property. The farm was originally a homestead back in the 1850s. Its owner, Mr. Knutson, offered the farm to any young man who would take his son’s place in the Union Army to fight in the Civil War. If he came back alive, he would be the new owner of the land. The grandfather of the last owners accepted the offer and returned from the war to claim his new farm. And, thus, money had never changed hands until John purchased the property from his grandsons nearly 150 years later.

ASCFG

ORGANIC OR NOT?

The original homestead is a far cry from the today’s Star Valley. When the Certified American Grown organisation was looking for a farm to host a “field to vase” dinner for the first time in the midwest, they chose Star Valley of all the farms in the region. The dinners had previously been held in other regions of the US and were attended by approximately 100 diners. The number of tickets for the event ballooned up to 300 guests as word got out about the dinner. One of Star Valley’s customers/florists flew all the way from Memphis, Tennessee to decorate the event. Such are the strong bonds of long-time relationships. Specially constructed tables were fabricated to seat all 300 guests, an amazing sight and experience for those fortunate enough to attend.

Reflecting on other important organisations that benefit farms such as Star Valley, John mentions the American Society of Cut Flower Growers (ASCFG). John noted that, “there is nothing else like it in the US. The organisation really helps growers to share experiences and information. Some members are also flower farmers who buy from us to extend their season for purchasing.”

On the topic of “farm to table” and its relevance to flowers, Phil remarked that, “urban people are inundated with options from all over. So to show something local gives it cache. Rural people see it everywhere so it’s not special.”

Along the same lines, “farm to table” food is more often than not organic. Explaining why Star Valley is not certified organic, Phil says that while people are concerned about the food they put into their bodies, “flowers are bought to be pretty, not to be healthy. They need to look perfect. But why lose a crop for the ideal of organic when a spray allows us to sell the crop? We’re not on a spray schedule, we’re on a spraying reaction.”

The takeaway from a visit to Star Valley is that the operation, through the efforts of John, Phil and staff, is highly successful, practical and, most importantly, the go-to farm for beautiful, hardy flowers year-round. All of this is due to their expertise, dedication and passion for what they do. starvalleyflowers.com americangrownflowers.org ascfg.org

WWW.FLORACULTUREINTERNATIONAL.COM

17

U K M A R K E T U PDAT E

U K M A R K E T U PDAT E

It’s full steam ahead for the UK’s garden plant industry Behind the chaos and uncertainty of the current political climate in the UK, the British Garden Plant

AUTHOR: JEAN VERNON

Industry is surprisingly buoyant and positive, reports Jean Vernon.

I

t would be easy to suppose that the Brexit controversy, climate emergency and apparent political disarray in the UK are mirrored in the UK’s garden plant industry. But this is further from the truth than you might imagine, in fact the great British spirit, renowned for rising to challenges has struck right at the heart of UK horticulture and what might be regarded by some as difficulties and negatives have been transformed very firmly into positivities instead.

HTA PLANT SHOW At this year’s HTA National Plant Show, which took place at Stoneleigh June 18 & 19, 2019, dozens of growers and industry suppliers showcased their latest plants and products. It was a hotbed of activity with attendance up over the two-day show. But what was truly palpable was the British ingenuity and resilience to the current uncertainties and industry concerns. In essence it’s full steam ahead for the UK’s garden plant industry.

“The New Plant Awards were once again a real focal point of interest, attracting in excess of 100 entries.

The winning plant from the judged award was Agapanthus ‘AMB001’ ‘Fireworks’ from Fairweather’s Nursery with the Visitor Vote overall winner going to Clematis Elodi from The Bransford Webbs Plant Company and The Guernsey Clematis Nursery,” said HTA’s Martin Simmons, Director of Membership.

“Many of the growers were exhibiting plants in non-black recyclable pots showing how far this industry initiative has moved in just one year. Sustainability was very much a theme with many stands demon-

18

FLORACULTURE INTERNATIONAL November/December 2019

The HTA Plant Show was a hotbed of activity with attendance up over the two-day show. strating and highlighting their commitment to the environment and the seminar programme too reflecting this important topic.

Growers reported that there had been strong demand for UK grown plants partly related to Brexit and biosecurity concerns.”

POSITIVE OUTLOOK HTA Chairman James Barnes comments, “The gardening season continues to look positive with the latest figures (to the end of August) from garden retail sales reporting garden centres to be up by 13% compared to August 2018 and 11% ahead for the calendar year. Growers and retailers attending the HTA National Plant Show reflected this buoyant mood stating that there has been strong demand for UK grown plants partly related to Brexit and biosecurity concerns. Retail suppliers were reporting strong demand for products early on in the season and this has followed through to make this a positive season so far. There have been good opportunities for the sector on the back of demand for UK grown plants and also an increased interest in sustainability and the switch to

recyclable non-black pots which has been positively received by the industry and consumers alike.

“With regard to issues, plant health including the new plant passporting regulations, growing media, labour availability/costs and water are all on the HTA agenda, along with our involvement through the Commercial sub-group of the Ornamental Horticulture Roundtable Group to look at options for incentivising nursery expansion to help the industry address the opportunities that lie ahead.”

COLLABORATION Happy Plants is the garden centre brand of Porters Fuchsias, a family run, wholesale bedding plant grower based on England’s North West Coast. Happy Plants are 99.9% home grown, grown on site.

“Brexit is a two sided coin,” says Natalie Porter, Happy Plants Business Development Manager.

“It is driving labour shortages, but at the same time it’s pushed the British growing side of things and now there’s a real demand for traceability. Putting a British flag on a product suddenly has a bit more power.

I don’t think Brexit is going to have as much of an impact on young plants as it will on finished products passing through the Dutch markets. I think that there are bigger issues for people buying from Dutch auctions, such as price implications, plant passports, and then everything becomes a lot more complicated with the exchange rate and haulage.

The Britishness of a plant now is a marketing strategy which was a bit luke warm before, but now people are going out of their way to look out for things that are British grown and so it’s become very hot.

The British Plant Industry is really strong, I’m third generation, and having spoken to my dad and my granddad there’s a strong collaborative feel that’s been missing for a long time. I’ve always been quite vocal about sustainability and everything we’ve done, we’ve told people we are doing, because we are doing it not for a competitive advantage but for the good of the planet. We all need to share best practice. I do think that this is new to this industry and it sets a really good example to other industries.”

March 2019, have given an indication of what businesses are anticipating is going to be the impact. Some, particularly the smaller growers, are going to try and avoid importing to avoid the administrative challenges.

Fairweather’s exports a lot of plants and we haven’t too many concerns coming from our export customers as to the impact of Brexit. We have got to accept the additional administration that’s going to come with it and if there are tariffs, which we are obviously still uncertain about, but until we know what happens with the exchange rate then it’s hard to say how we will deal with those long term, but in the short term we will carry the cost of those, to maintain

THERE’S A STRONG COLLABORATIVE FEEL THAT’S BEEN MISSING FOR A LONG TIME

HOME GROWN Patrick Fairweather is managing director of Fairweather’s Nursery, which produces young plants for international wholesale growers, mail order companies and retailers.

Agapanthus ‘Fireworks’ was awarded Best in Show in the New Plant Awards.

Fairweather’s is a thriving business producing a staggering one and a half million young plants for its diverse customer base.

“There seems to be a real appetite for UK buyers generally to want to buy more British Homegrown product,” confirms Patrick Fairweather.

“Regarding Brexit I think that the preparations that were put in place for our exit from the EU at the end of

our customer relationships. The net cost to us with tariffs may be zero, depending on whether the pound strengthens or weakens.

We are contract producing young plants in Spain for one of our Spanish export customers, so we are continuing to have that risk spreading opportunity. I think that makes us more Brexit proof, apart from anything else, the reduction in the cost of transport will make up for other costs.”

SELF-SUFFICIENT The new exit date for Brexit is now the end of October 2019, just as the British retailers are starting to take delivery of their Christmas trees. Cadeby Tree Trust grows 1.6 million Christmas trees for wholesale. For retailers importing, or growers exporting Christmas trees, the border controls, tax, export duties and tariffs may prove challenging, but director Sarah Flamson is positive about the scenario for Cadeby Tree Trust.

“As our product is all home grown we are in a very good position. It’s probably the best position for about ten years, there’s been an oversupply of trees in Europe, there’s not particularly an oversupply of trees in the UK, so we can produce for our own market and so we are pretty much self-sufficient.”

MILLENNIAL MARKETS Wyevale Nurseries is one of the UKs pioneering horticultural industries.

With over 3,000 lines grown on site, which equates to over 6 million plants grown on over 600 acres.

Kyle Ross is Production Manager for Wyevale nurseries, and feels that the industry is very positive with lots going on that’s good for British horticulture. “It’s an exciting time, more and more British nurseries are trying to innovate with new products. There’s more demand from the millennial market for plants, which we are finding is a really interesting dynamic than what we are used to.

Plants and gardening are on the rise, especially for the younger generation. The trends are for instant impact, novelty plants that are a bit different. Also plants you can keep in small spaces, that are easy to look after.”

Uncertainties regarding Brexit and the exchange rate have been challenging. “We do buy a lot of our young plant material from Holland as most British nurseries do and with the uncertainty of Brexit we spent a lot of money earlier on in the year to get all these plants in and then it was delayed. We are seeing a huge demand for British grown plants at the minute, that’s linked with Brexit and bio security reasons. The Xylella health risks are a concern.

We are one of the pilot members of the HTA plant health assurance scheme, which was set up last year.

We have had our customers coming to us requesting that our plants sourced from the UK - Full traceability is key in the supply chain.”

WWW.FLORACULTUREINTERNATIONAL.COM

19

F LOW E R T R I A L S

F LOW E R T R I A L S

AUTHORS AND PHOTOGRAPHERS: RON VAN DER PLOEG AND ALICJA CECOT

Bedding plant extravaganza (2) This year’s FlowerTrials® took place from 11 - 14 June, 2019 in the Westland and Aalsmeer regions in the Netherlands and the Rheinland Westfalen region in Germany.

A record 62 breeding companies launched thousands of novelty pot and bedding plants and merchandising programmes and concepts. The number of international visitors remained steady with a number of large new delegations attending particularly from Taiwan, Mexico and Korea. The total number of local visitors showed a slight decline over 2018 which can almost certainly be attributed to the Whitsun weekend preceding the week 24 event. In attendance were growers (37% of total visitors) followed by import/export specialists (21%), breeders/young plant producers (12%), retailers (6%) and auction representatives (1%). Here’s our take two on the biggest stories from FlowerTrials 2019.

BENARY Almost every year new begonias come from Benary, and 2019 is not an exception. Their recently introduced basket variety Funky Pink is now one of a series, with four new colours on show. More are on their way.

There is a further variety for the BIG series, Pink Bronze Leaf. There are now six colours, three each in two leaf colours. There is also a kingsized version of the original BIG series, BIG De LuXXe, up to 25 percent larger. And there is a new begonia semperflorens, the green-leaved Supercool, bred for its response to lower propagation temperatures. It is an alternative to the Sprint Plus series, which is an industry standard.

22

FLORACULTURE INTERNATIONAL November/December 2019

While Benar y is above all k now n for its outstanding range of seed-raised begonias, it has a wide range of breeding activity. New for this year’s Trials was a nine-colour display of Graffiti 20/20, a significant update of Benary’s established seed-raised pentas series. Graffiti 20/20 Flirty Pink is the first seed-raised bicolour in this plant.

This German company is continuing to extend its breeding activity well beyond its traditional strengths in begonia and rudbeckia. The petunia series SUCCESS! and viola Admire are recently introduced examples that are making waves in the marketplace.

EVANTHIA Evanthia is among the youngest companies taking part in the FlowerTrials, but the range of plants on its stand illustrated its already wide outreach in the trade. The Sunsation series is claimed to be the international market leader in pot sunflowers. Two of its colours were recognised with Royal Horticultural Society AGM’s. In addition to its other competitive features, the company’s Pieter Lock said that plants responded very well to stopping at both early and late growth stages.

Lavandula angustifolia Cleo-Patio, a first-year flowering perennial, claimed to be outstandingly uniform, is exclusive to Evanthia. Its own breeding successes include the bedding salvia Matches Red. In European cut flower production, the Celosia cristata series Act is well known. The company is important also in young

plant supply for column stocks, in four series.

Sourcing and supplying seeds of tropical plants is an important and specialised activity for Evanthia. It has a particular strength in the popular Monstera deliciosa. The variety Tauerii is named among its top ten products.

JALDETY For Jaldety Plant Propagation Nurseries, the fact that the genus Salvia is important stands out in their FlowerTrials display. The family-owned Israeli business nearly twenty varieties in a number of species. Three established varieties that feature strongly in the company’s sales are the herbaceous perennial Caradonna and the shrubby S.microphylla varieties Hot Lips and So Cool Pale.

Jaldety offers year-round supplies of unrooted cuttings in almost 500 varieties.

Other especially well-represented genera include thunbergia and delosperma (the WOW series – Wheels of Wonder). A new arrival for the 2019-20 catalogue is the fragrant Gypsophila cerastioides variety Pretty Maid, recommended for early spring sales. Another is a foliage plant, the sedum variety Silver Roses. It will contribute well to mixed plantings in large containers.

Jaldety’s customer base is widely spread, mainly in North America, Europe and the Far East. In addition to normal sales, the company offers private stock and propagation services on an exclusive basis.

WWW.FLORACULTUREINTERNATIONAL.COM

23

F LOW E R T R I A L S

FLORANOVA UK-based and a major breeder of seed-raised ornamentals, Floranova is a long-standing participant in the FlowerTrials. It became part of Syngenta Flowers in August 2018, but continues to operate as a separate business under its own identity.

There was plenty of novelty for FlowerTrials visitors to see, with the new interspecific dianthus series IQ having pride of place.

It is claimed to be faster than competitive series, and ver y uniform across its nine colours.

There was little shoot growth above the flowering level, and very favourable grower opinion following last year’s commercial trials.

There were four new colours for the bedding salvia series Mojave. This is a pla nt i n

Visit us at

28th - 31st January Hall 2

which Floranova is among market leaders internationally.

Floranova was also showing its new African Marigold series Big Top. The tight petal structure of the flowerheads is a positive rain-shedding feature. The new vinca (catharanthus) series Blockbuster has its name from the very large flower size. This is targeted on the market in Southern Europe and the USA. Among FloraNova’s principal current moneyearners is the recently-introduced seed-raised Begonia boliviensis series Bossa Nova. New colours with very dark foliage are at an advanced stage in trialling and build-up of parental seed-stock.

HEM GENETICS Hem Genetics’ increasingly diverse range of breeding activity was well in evidence on its 2019 FlowerTrials stand. There were new patio tomato varieties, in two series, Plumbrella and the ultra-compact Funnyplums. There are red, orange and yellow colours in each.

good transportablility reliable production | year-round availability | long life |

Great Falls Angel

See what’s blooming at DummenOrange.com

Confetti Garden™ Trafalgar Square

Le Freak

Examples of new varieties of plants of entirely different character included Dazzling Night, a mid-height version of Verbena rigida. There was also a new seed-raised lavender. This is Lavandula angustifolia Promise, one of the introductions to the company’s herb range.

Thy me Ora ngelo a nd lemon ba l m Mandarina were others.

Early in its history, Hem Genetics made its name as a pioneer in genetically compact bedding plants. This year there was a new colour in one of these groundbreaking series. This was Violet Picotee in its Limbo GP grandiflora series. In another genus, dianthus, Hem also rapidly established a high reputation.

This year the new China Pink Loving White was shown, new for the Diana series.

E a rl ie r t h i s yea r He m Genetics announced its agreement w ith Ameriseed to act as its exclusive distributor in Europe. African Marigold Big Duck Orange, an AAS winner, was on the Hem stand as one example of Ameriseed varieties. The dwarf double-flowered zinnia series Holi, also on the stand and also recently introduced, was another.

WWW.FLORACULTUREINTERNATIONAL.COM

25

9-12 June 2020

FlowerTrials

®

TURKISH FLOWERS

Bringing colors to your life For more information: www.turkishflowers.org www.turkishornamentalplants.org

where plants meet people The International Pot and Bedding Plant event held at 30 locations in The Netherlands and Germany No fewer than 62 Pot and Bedding Plant breeders proudly present their innovations, creative concepts and an incredibly wide range of crop assortments. From technical information to retail inspiration, from breeding breakthroughs to latest trends, every professional in ornamental horticulture has a reason to meet at FlowerTrials®.

For an overview of the participating companies and routes visit www.flowertrials.com

www.flowertrials.com

A DV E R TO R I A L

A DV E R TO R I A L

PÖPPELMANN blue® for a sustainable world 100% RECYCLABLE PLANT POTS BY PÖPPELMANN TEKU® The careful use of resources is a global challenge. The question of how to achieve more sustainability is occupying R&D across all industries.

Commercial horticulture is no exception, with intensive research efforts being dedicated to finding new technologies and materials that help the ornamental horticulture industry to operate within the limits of the

AUTHOR: TIM SIMONEIT

earth’s resources.

P

öppelmann TEKU®, a division of Pöppelmann GmbH & Co. KG from Lohne, Germany is a shining example of how to make the world more sustainable by manufacturing plant pots from 100% recycled plastic. Sold under the PÖPPELMANN blue® brand, the 100% recyclable plant pots cause quite a stir in the sector.

Plastics industry embracing responsibility: the PÖPPELMANN blue® initiative The group of companies is one of the leading manufacturers in the plastics processing industry. With more than 2,500 employees, five production sites and four different business areas, Pöppelmann supplies its products to a wide variety of sectors in more than 90 countries – from the food industry to commercial horticulture, machine and equipment engineering, the automotive, pharmaceutical and cosmetic industries and even medical technology. “More

28

FLORACULTURE INTERNATIONAL November/December 2019

sustainability begins in the early product development stage through the analysis of ecological aspects, and extends throughout the entire life cycle of our products. Our manifested goal is to reconcile economic action with ecological thinking,” explains Matthias Lesch, CEO. The use of recycled materials has been an inherent part of the core competencies of the group for more than two decades, and recyclates have also long been used in its various business areas. With its new sustainability initiative, the Pöppelmann Group is taking things a step further – under the name of PÖPPELMANN blue®, the plastics specialist brings together projects across the company that are committed to achieving a continuous closed-loop economy.

“After all, the transition from a linear economy to a circular one is an ecological necessity. With PÖPPELMANN blue®, we strive to achieve a closed loop cycle in which the plastic comes from one and the same stage of the value chain. This means, for instance, that packaging disposed of through household recycling is then reprocessed into packaging once again,” illustrates Matthias Lesch, CEO.

Pöppelmann TEKU® division: success with Pöppelmann PCR The group of companies has enjoyed particular success with its Pöppelmann TEKU® division, which specialises in products for commercial horticulture. Here, the proportion of recyclates used for the various plant pots is more than 80 percent. With its latest development – 100% recyclable plant pots made from the innovative material

Developed in accordance with the Design4Recycling principles: resourcesaving Pöppelmann TEKU® plant pots.

Pöppelmann PCR – Pöppelmann TEKU® has now achieved a fully closed material cycle. For this to happen, the products used in it must be completely recyclable. This means that 100% recycled plastic is used, which in turn must be completely reusable. Full recyclability is achieved when the material can be technically recycled. It also needs to be able to be sorted in the waste disposal plants. “It is therefore absolutely imperative to consider recyclability even in the early design stages,” states Sven Hoping, global sales manager at Pöppelmann TEKU®.

This is why Pöppelmann TEKU® based the development of the 100% recyclable plant pots on the Design4Recycling guidelines, which were provided by Der Grüne Punkt

­ Duales System Deutschland GmbH – (DSD), a close collaborative partner of Pöppelmann. The guide offers assistance with the development of sustainable packaging and includes details of properties that have a positive effect on recyclability, such as light-coloured plastics, the use of mono-materials instead of material mixes, optimised label solutions and the separability of all components in the recycling process.

Precisely these aspects were considered during product development, and Pöppelmann TEKU® is extremely proud of the result – plant pots made of Pöppelmann PCR, a post consumer recycled plastic. All of the material used originates from recyclable domestic waste collected

by Der Grüne Punkt (DSD). Thanks to the ‘recycling blue’ signal colour, the material can be easily and reliably identified by waste sorting systems and prepared for reuse. In

PÖPPELMANN blue® initiative: closed material cycle at one and the same stage of the value chain with completely recyclable plant pots.

other words, the material obtained from household recycling is turned into plant pots that can in turn be recycled themselves, meaning a plant pot becomes a plant pot again and again. The PCR range creates a completely closed raw material cycle at one and the same stage of the value chain whilst also saving resources. The new Pöppelmann PCR recycled material is now used for the most common plant pots in the VCG, VCH/VCK and VTG series.

Other ranges will follow soon.

Commitment to more sustainability – real USP

The innovative material Pöppelmann PCR: made using 100% recycled plastic.

“We see the PÖPPELMANN blue® initiative as the solution for the responsible use of plastic. Intensive effort is being invested in its further improvement across all business areas in order to deploy our solutions across the globe,” says Matthias Lesch. Dr Markus Helftewes, managing director of Der Grüne Punkt – Duales System Deutschland GmbH, is impressed.

“The product designers have been extremely innovative and gave close consideration to recyclability even during the early design stage.

Design4Recycling is truly indispensable to ensure a highly efficient closed material cycle. PÖPPELMANN blue® provides the conditions for saving CO2 emissions that would otherwise have been generated in

the production of virgin plastic.

That really is fantastic!”

The resource-saving plant pot not only makes an important contribution to better environmental and climate protection, but also presents a real competitive advantage, as Sven Hoping adds. “A closed-loop economy is the engine of nature – and there is no one more aware of this than companies in the professional horticulture industry.

Those who offer sustainability on all levels can score decisive points amidst the fierce competition of the sector. After all, products that stand for more environmental and climate protection are also becoming an increasingly important selling point in horticulture.”

Pöppelmann GmbH & Co. KG from Lohne/Germany has become one of the leading manufacturers in the plastics processing industry. The company produces standard and individual custom-made plastic products at five locations and counts on 2,500 employees across the globe.

PÖPPELMANN blue® is a company-wide initiative of the Pöppelmann Group from Lohne in Lower Saxony. The plastics specialist with 2,500 employees worldwide bundles all the activities of its four divisions Pöppelmann KAPSTO®, Pöppelmann K-TECH®, Pöppelmann FAMAC® and Pöppelmann TEKU®, which are committed to a closed material loop and thus have the responsible use of resources as their goal.

As service providers for enhanced producer responsibility, leading secondary raw material suppliers for plastics and premium producers of recycled plastics, the companies of Der Grüne Punkt are the solution providers for the requirements of the recycling economy. Der Grüne Punkt – Duales System Deutschland GmbH (DSD) is the market leader of dual systems in Germany for intelligent collection systems and the development and marketing of innovative recycled materials and services.

Systec Plastics produces premium recycled materials for the international market under the Systalen brand at locations in Eisfeld and Hörstel. The companies are brought together under DSD – Duales System Holding GmbH & Co. KG.

WWW.FLORACULTUREINTERNATIONAL.COM

29

Green City Post

THE PÖPPELMANN EFFECT:

Environmental and climate protection is becoming more and more important for the end consumer. The topic of resource conservation is equally crucial to us as well.

This is why the plastics used for our plant pots come directly from recycling bins and end up there again, too.

For more information visit: poeppelmann.com/blue

City landscapes: Pay attention to detail

BY DR AUDREY GERBER, TECHNICAL ADVISOR TO AIPH

Closed material loop.

In gardening terminology there is a much-used phrase: “Right plant, right place”.

The more we learn about the multi-functional capacity of plants to deliver benefits for urban environments, the more appropriate this term becomes to city landscapes.

A

t the recent AIPH International Green City conference this message came across clearly. Beijing, host city to the conference, has ambitious plans to expand green space by more than 60,000ha to address air pollution and deliver ecological benefits to the city. Research at Beijing Forestry University, presented by Prof Yu Xinxiao, explores the science behind how plants capture the particulate matter component of air pollution, and how this research informs expansion of the city’s green space.

Different vegetation components (shrubs, grass and trees) have different capacities to capture particulate matter, and different species provide further variation. It is also essential to consider placement of plants when applying these results to practice.

DEFRA REPORT The recently published DEFRA report (UK’s Department for Environment,

We do it.

More resource-saving.

Different vegetation components (shrubs, grass and trees) have different capacities to capture particulate matter, and different species provide further variation. Photo: Expo 2019 Beijing Food and Rural Affairs) on the Impacts of Vegetation on Urban Air Pollution reinforces the importance of placement of plants as well as informed species selection. Configuration and density of trees has a major impact on airflow and turbulence, both of which affect dispersion of pollutants. Prof Paul Monks, Chair of the DEFRA Air Quality Expert Group, told the conference that he is confident that trees in cities are tremendously important, and encourages authorities and residents to continue with their efforts to increase tree planting. While trees may moderate air pollution on a local scale, however, he cautioned that they should not be seen as the answer to city-wide air pollution.

Their benefits are numerous and species selection should consider priorities and multiple benefits. Ranking tree species according to their capacity to deliver various benefits aids selection (Forest Research, UK). For example, Oak spp sequester more carbon that London Plane, yet have a lower capacity to remove air pollution.

TRAFFIC PATTERNS

AIPH International Green City Speakers (left to right) Mr Yu Bo, Ms Judith van der Poel, Prof. Paul Monks, Dr Audrey Gerber, Mr Li Zheng, Mr Gao Dawei, Mr Bill Hardy (AIPH Green City Chair and representative of the Canadian Nursery and Landscape Association).

A different study on air pollution showed that traffic patterns influence exposure of pedestrians to pollution. It is obvious that in urban street canyons more traffic and idling traffic will increase local pollution. Less obvious is that free flowing traffic creates air turbulence that both disperses air pollution, and

brings it into greater contact with tree canopies thereby increasing their potential capacity to capture air pollution.

Integrated urban planning and policy development need to consider traffic flow patterns alongside urban greening strategies. Commonly, turbulence induced dispersal pushes air pollution upwards, which opens the question of the importance of Green Walls and Green Roofs in relation to air pollution.

GREEN WALLS AND ROOFS Green walls and green roofs are becoming increasingly important in cities as potential greenspace, largely because this is a vast space available for greening in highly built urban areas.

Melbourne has more than 300ha of space for green roofs; London has 150ha of suitable roofs available, and Chicago already has well in excess of 50ha of green roofs installed. Impressive results are becoming available to enable us to choose particular species, and even varieties by their known capacity to deliver on ecosystem services.

To round off the conference theme of “Urban Greening for Clean. Healthy Cities”, the audience heard about examples of exciting projects and plans around the world. Presentation are available on the AIPH website.

For details on publications mentioned contact audrey.gerber@aiph.org

WWW.FLORACULTUREINTERNATIONAL.COM

31

T R O PI CA L H O U S E PL A N T S

Breeding the exceptional Amid market volatility, globalisation, a product portfolio that is particularly vulnerable to IP infringement and a regulatory burden that is extremely heavy, tropical plant breeders and propagators Peter and Elly Bak are a prime example of glass half full entrepreneurs; their minds always revolve around new ideas and opportunities for plant innovation. Anytime soon, an authentic tea sommelier will make his appearance in their Dutch greenhouses to explain the effect bromelia tea has on the mind and body.

32

FLORACULTURE INTERNATIONAL November/December 2019

AUTHOR: RON VAN DER PLOEG PHOTOGRAPHER: ARJEN GA ARENSTROOM/FLITZ FOTOGRAFIE

T R O PI CA L H O U S E PL A N T S

S

ynganththus chrysanthus ‘Mikado’ is just one example of how Corn Bak has brightened up homes around the world by bringing tropical, architectural nature indoors. Apart from being a top-selling houseplant, Mikado is also the name for a famous game of patience with players removing sticks from a pile without causing disturbance to the other sticks.

Tons of patience and deep breaths is what third generation, brother-andsister team Peter and Elly Bak often use, especially when confronted with yet another set of poorly-understood government rules.

The word government alone is enough to ignite a debate as fiery as the red in their bromeliads. But please don’t misunderstand them. They are not against regulation per se. “Our many years of participation in MPS is born out of a true commitment to the environment. In terms of pest management, we rely on IPM based on biological control about 70% of the time. But why should the environmental burden fall heaviest on SME’s which make up most of the horticultural landscape? Can someone explain to us why greenhouse businesses have the obligation to treat their water before discharging into the sewer system while there are a worrying number of antibiotics and heavy chemicals in our tap water. I am more than willing to invest in the environment, but I would like to see these efforts awarded instead of penalised,” comments Elly on the current business environment for greenhouse growers.

She is quick to rise above the passions of the moment. In a more pragmatic way, “It’s simply a fact that when operating a greenhouse business, you run into situations outside of your control that will cause frustration.

Maybe that’s why we aren’t actively planning business succession. We don’t want to make our children feel obligated, but they are free to join the

business if they so choose. Peter’s children are still too young but my son joined eighteen months ago and my daughter, who is studying agriculture at HAS Den Bosch, has also shown interest in Corn Bak.”

SPECIALISTS The name for Corn Bak Nursery is an homage to Cornelis Bak who started growing tulips, vegetables, Hydrangea and Sansevieria in 1929. “Today, we are specialists,” explains Peter. “We are entirely focused on breeding and propagation with up to 90% of young plants being seed-raised. Raising one generation of bromeliads from seed to seed takes three years. We offer experience and expertise in seed propagation and this applies not only to our flagship product, bromeliads, but we have expanded our business to include a wide range of products,” he adds.

He references the carnivorous plants Dionaea muscipula, also known as Venus Flytrap. “In carnivorous plants, growers believed young plants from tissue culture and offshoots were quicker and cheaper but the truth is there was inconsistency in supply and quality. Today, Corn Bak is the principal propagator of Dionaea, supplying 3 million young plants per year. In cutting raised Medinilla more or less the same thing happened with Corn Bak taking the lead in breeding.

For those who experience unanticipated problems in their existing propagation programmes or growers who have found promising species for commercial production, Corn Bak is an obvious choice for setting up growing protocols and breeding programmes,” says Peter.

FLAGSHIP BROMELIADS By adding new, niche- type products to their portfolio, the Baks have decreased the risk of doing business.

A larger and more diverse customer base also helps insulate their business

against over-reliance on a single client who may feel tempted to increasingly squeeze the price. However, the market potential, the pros and cons of each new product is weighed carefully to avoid losing credibility in the minds of existing customers when it comes to the core product, bromeliads.

Rightly regarded as one of the most colourful tropical plants, the family bromeliaceae are (mostly) epiphytes originating from the southern United States, South America and the West Indies, where they grow on trees.

In Assendelft/Zaandstad, Corn Bak grows a wide variety of genus and species in their 35,000 m2 nursery.

1959 marks an important milestone in the history of the company; the year in which the very first bromeliad, a Vriesea splendens, was planted in the greenhouse. “Way back, dad started selling plant material to growers in Germany, Denmark and Italy with almost all of these eaten by their more efficiently growing and trading Dutch counterparts, who were lucky enough to sell to a vast, auction-based network of wholesalers. As such, non-Dutch bromeliad growers face a dual challenge as they struggle to find a successor and to compete with Dutch-grown plants,” says Elly.

Corn Bak supplies young plants of Guzmania minor, Aechmea fasciata, Neoregelia carolinae, Tillandsia flabellata, Tillandsia leiboldiana and Guzmania hybrids. Interestingly, Bak’s greenhouses also hosts a collection of bromelias in the true sense of the word: a bromelia species with large spiny leaves used for ground cover, living fence or...tea. “As part of the Biobased-Greenport Programme we’ve teamed up with bay laurel grower Charl Goossens, curcuma and pepper grower Westlandpeppers and herb basil grower De Kruidenaer to unlock the anti-diabetic potential of plants. Each grower will provide the plant parts to be used; Corn Bak will harvest parts of bromelia to be used

WWW.FLORACULTUREINTERNATIONAL.COM

33

T R O PI CA L H O U S E PL A N T S

T R O PI CA L H O U S E PL A N T S

Bromeliad breeding is a laborious task with the average time for varietal development being as high as 15 years.

for a tea which hopefully will be available by the end of this year. A tea sommelier will take care of the taste while the preparation and drying of leaves and plant parts is done in collaboration with WUR agricultural university and research company ‘t Akker,” enthuses Elly.

ALWAYS ROOM FOR IMPROVEMENT While bromelia tea is a completely new endeavour, Corn Bak has successfully mastered the particular skills needed for growing bromeliads. “But there’s always room for improvement,” says Peter.

He continues, “Founded in 2014

34

production. No question of growing female and male plants next to each other. Pollen for crossing is flown in from other parts of the world.”

CONSOLIDATION Elly and Peter estimate that the area devoted to commercial greenhouse production of bromeliads is currently 40 to 45 ha. The

Exotic Plants, Deroose, Corn Bak, Van der Velden and a Brazilian/ American breeder. Deroose acquired Exotic Plant and the American company went out of business so there are now three of us,” says Elly who adds that this process is likely to result in segmentation of the market with the coexistence of large, standardised nurseries and a handful of highly specialised growers.

“Larger companies – in Europe, Dummen Orange and in North America, Costa Farms - continue to outgrow the competition. It’s like a mesh or sieve with only a few products and services that will not pass through,” comments Elly.

“Bromelia is missing in their offerings, they say, but we simply are not interested. This is our own business, we are getting along very well with each other, happy that we can build the company on our own strengths.

Times are tough for a greenhouse grower but the fact is that we always see the glass half full and plenty of new opportunities.”

Elly stresses that almost always, mergers and acquisitions result in a brain drain with former business

‘THIS IS OUR OWN BUSINESS, WE ARE GETTING ALONG VERY WELL WITH EACH OTHER, HAPPY THAT WE CAN BUILD THE COMPANY ON OUR OWN STRENGTHS’

BREEDING In terms of product diversification, Peter says bromeliad breeding is a laborious task with the average time for varietal development being as high as 15 years. With this in mind, it is only a blessing that trends affect the bromeliad business to some extent. However, a cultural colour definitely exists. Elly: “Everyone in the industry knows that in China it is mainly about two red cultivars while in the USA purple cultivars have a stronger market presence. In Europe it is reds in different hues.

A green bromelia? Look no further than our Vriesea fenestralis and hieroglyphica. A fragrant Vriesea or Guzmania? This is not something completely impossible but you will have to use new gene editing techniques to build the heavenly fragrance from tillandsia into other genus. However, the European court banned CRISPR-cas with Europe losing its competitive edge in food and ornamentals production.”

As a breeder the folks at Corn Bak constantly ask themselves whether a new variety truly provides added value. “We don’t want to offer our customers a cannibal chipping away at existing market share. That’s why growers and traders are more than welcome in our greenhouses to discuss product development.

Unfortunately, we don’t see them on a regular basis,” says Elly.

“As such, we derive 70% of our revenue at home with the remainder attributable to income from exports to our top three export destinations: the US (in partnership with Foremostco), China and Japan. Sales in Europe are stable. In China, the market continues to be volatile.

Commenting on the potential of the Chinese market, Elly says that establishing a company in China is ‘damn hard’ for foreign companies as buying habits of local consumers are different, legal and regulatory systems differ and IP rights are notoriously difficult to enforce.

A propagation prohibited warning in Chinese language in Peter’s email signature makes clear that IP theft continues to be a serious problem.

“They have a different attitude to IP,” Elly says. She adds, “That’s been known for twenty years. It’s not that it’s bad per se, but the lack of transparency of the country’s IP examination process can be frustrating. People tell me that you can register the exclusive rights to your plants in China. And they are perfectly right. But what happens next? In Europe and even the USA you fill in the necessary paperwork, you submit your plants and receive confirmation of receipt followed by an invitation to personally assess your plants at the testing station, there’s a judging committee etc. In China, you have no idea where your plants are and you don’t receive any feedback. Trying to find things out by contacting the relevant authorities can raise the suspicion of bribery against you. So the government changes testing locations and employees change every two years.

Despite copying of their plants, European breeders generally don’t take action in China as they feel the odds of winning against local companies are low. Many years ago, when entering the Chinese market we discussed the IP issue with fellow breeders who grow a huge range of pansies in China for seed

under the umbrella of sector body Glastuinbouw Nederland, the Dutch Gewascooperatie Bromelia (Crop Cooperative Bromelia) conducts tests and research and development studies to identify ways to improve plant health, yield and efficiency.

A particular focus is on optimal growing conditions, the use of light and heat in bromeliad growing.

Additionally, Corn Bak provides its own technical support. At home and abroad the biggest challenges to overcome are increasing energy prices and labour costs.”

Meanwhile, growth in international trade, travel and individual behaviour are increasing threats to biosecurity by providing opportunities to introduce new invasive pests and pathogens. Peter: “Apart from the usual thrips and mites, bromeliads are quite a healthy crop, touch wood. However, I can still remember how a devastating fungus wreaked havoc in a specific genus which is no longer commercially grown. So you never know.”

FLORACULTURE INTERNATIONAL November/December 2019

MAPPING THE GLOBAL BROMELIAD SECTOR

Myrmecodia beccarii.

Mapping the global bromeliad sector, Elly and Peter consider ‘the European market part of a wider Netherlands’, referencing the Netherlands’ top ranking in bromeliad production.

production area is more or less stable while the number of growers has decreased significantly to 16.

Among those who have withstood the economic crisis – when a wave of bankruptcies (6!) swept the industry - are growers with iconic names such as Bunnik, Stofbergen, Kwekerij Randstad, Best Bromelia, Meeuwisse, Meeuwisse Zeestraten, Koolhaas, Tobias, Van Winden and Rip. “Overall, the bromeliad business is going through a period of consolidation. This also applies to bromeliad breeding: in 2009, there were five breeding companies:

Young plant section.

WWW.FLORACULTUREINTERNATIONAL.COM

35

T R O PI CA L H O U S E PL A N T S

owners and their knowledgeable management team leaving the company. “Also, mergers can decrease the choice available to customers. Bromeliads have not yet reached the status of specialty products, but are slowly moving in that direction and this offers opportunities for companies such as Corn Bak,” Elly says.

NEVER SAY NEVER Levels of market entry remain extremely low, that is, zero. “The problem with large family companies is that for the next generation it is increasingly difficult to find financing. What’s also at stake is the industry’s image,” explains Elly.

Despite the sector’s enduring image problem and well-known labour shortage, she says they aren’t really struggling to attract workers. “We may be lucky for not being part of a huge greenhouse cluster where competition for talent is already tight. 80% of our employees are recruited locally and I am proud of the company’s diverse and inclusive workforce. We have people from different countries, races and ages with different religions and different values. Our workforce includes lesbians, gay men, people with disabilities; at Bak it is more than just differences, It’s about accepting those differences and walking together through the same

36

door. If at Bak’s our diversity efforts fail, how can they ever succeed in society at large?” questions Elly who adds that flexible working hours, especially for women with young children help to attract and retain talent.

Will automation or offshore seed production redefine the way the work gets done?

Peter, “Seed propagation is handwork but outsourcing it to South America is easier said than done though as is requires specialist skills. Transplanting is what cost the most and we are now preparing the next step in further automating this process.”

FLORACULTURE INTERNATIONAL November/December 2019

Dutch greenhouse businesses have the obligation to treat their water before discharging into the sewer system.

Corn Bak is the principal propagator of Dionaea, supplying 3 million young plants per year.

Another example of technological progress is the newly built growth chamber for multi-tier production of young plants under LEDs. “The station is without natural daylight and offers convenience with uniform plants and quality year-round using a balanced light recipe,” outlines Peter. He continues, “Ultimately the goal is to manage crops and water, energy and crop protection use for the greatest possible return for the crop grown.

In theory, if a customer asks us to delay the delivery of plants we can steer and slow down the crop by lighting a few hours less. Moreover, outbreaks of pests and diseases can be treated per unit while hail and snow will no longer keep you awake at night as no greenhouse is needed.”

Elly and Peter are the proud residents of Zaandstad, one of the ten cities that have been appointed by the Dutch government to run trials involving the cultivation of cannabis for recreational use.

The goal is to determine whether and how controlled cannabis can be legally supplied to coffee shops. “Growing cannabis in our greenhouses? As humans we are ever-changing so you really should never say never. I have been told that all the big names in bromeliad growing from Florida had a license to grow cannabis which they already sold to the investment company who assisted them in obtaining the license. I guess this business is a profitable one.”

Pina Colada Chrysanthemum Pinacolada_chrysanthemum

Trade Fair Aalsmeer NOVEMBER 6-8, 2019

Feel the energy OPENING TIMES Every day, our passionate team works hard to bring colour into the world. We focus on innovation and sustainability. Take Award-winner IMARA, the breakthrough downy mildew resistant Impatiens walleriana, now convincing customers across Europe. Come and let us introduce you this and more at IPM Essen 2020 - Hall 1, Stand 1C29. www.syngentaflowers.eu

Wednesday 6 November 09:00 -17:00 Thursday 7 November 09:00 -17:00

The forthcoming Trade Fair Aalsmeer offers a fantastic opportunity to browse and buy from the ‘world’s largest selection of plants and flowers’ brought together under one roof by Royal FloraHolland. Dutch potted plant growers will dominate the 25,000m2 showfloor bringing their ‘staple ornamentals’ such as potted Phalaenopsis and potted roses

Friday 8 November 09:00 – 15:00

as exciting niche products under the attention of a global

VENUE DETAILS

welcomes a multitude of foreign visitors with Holland’s

audience. Truly an international event, Trade Fair Aalsmeer nearest neighbours well-represented. But walking the busy

Royal FloraHolland Aalsmeer Legmeerdijk 313 1431 GB Aalsmeer The Netherlands Entrance yellow elevator (flower hall) Entrance brown elevator (potted plan hall) website: www.tradefairaalsmeer.com

aisles it is not uncommon to hear Italian, Spanish, Polish or even Russian. Up to 30% of the show’s attendees come from abroad and frequently include Dutch floral wholesalers who are accompanied by their foreign customers.

Visitor registration is now open: www.tradefairaalsmeer.com WWW.FLORACULTUREINTERNATIONAL.COM

39

T R A D E FA I R A A L S M E E R 2019

T R A D E FA I R A A L S M E E R 2019

FULL HOUSE FOR TRADE FAIR AALSMEER

Royal FloraHolland uses Trade Fair Aalsmeer to promote its digital offer.

Anticipation is building as industry professionals from the Netherlands, and around the world, line up to join the 21st Trade Fair Aalsmeer. Bringing ‘the world’s largest selection of plants and flowers’ under one (Royal FloraHolland) roof, the three-day event, held from November 6-8, 2019, offers exciting new

AUTHOR: RON VAN DER PLOEG

products, innovative design and smart merchandising concepts.

W

ith only a few days to go before the event, trade show manager Wilma van Straalen and her colleague from marketing Ingrid Meijer, both working for Royal FloraHolland, stress that Trade Fair Aalsmeer is the perfect opportunity to immerse yourself in the B2B world of flowers and plants. “In terms of product availability it rarely happens that a customer at Royal FloraHolland asks for a product we don’t offer. The cooperative prides itself on its broad product portfolio to suit the needs for all floral category buyers,” says Ingrid.

STAPLE ORNAMENTAL VERSUS NICHE PRODUCTS Set across three halls, each with their own entrance, the trade exhibition will keep an anticipated 20,000 attendees engaged from the moment they enter the 25,0000m2 show floor where normally, on a day-to-day

Replacing the Best Stand Award for the past two years is the Greenovation Award recognising companies which have demonstrated exceptional leadership and achievements in protecting the planet and its people. Pictured are last year’s winners Zentoo and Ovata and Royal FloraHolland’s CEO Stefan van Schilfgaarde.

40

FLORACULTURE INTERNATIONAL November/December 2019

basis, busy men on motorized vehicles shift auction trolleys to deliver containers to the auction’s buyers’ areas.

The largest space is devoted to potted plants with Phalaenopsis and potted roses’ reigning supreme. Also present are less mainstream products. “Trade Fair Aalsmeer hosts ‘staple ornamentals’ with which the industry is familiar and make their living selling on a daily basis. Interestingly, in cut flowers we see wellknown brands returning year after year, while in potted plants there continues to be a number of growers who participate for the first time. Among them are smallto-medium sized plant nurseries who understand that a trade show is one of the best ways to get their name out and let a targeted audience know about their products; often niche products to serve the specialty market,” explains Wilma.

BOOKINGS HAVE BEEN STRONG Bookings for this year’s Trade Fair Aalsmeer have been strong as always over the past few months which has resulted in 100% of the available space now being taken by 400 potted plant growers, 200 producers of fresh cut flowers, 45 breeders, around ten floral wholesale companies and an additional 80 added value suppliers.

“What’s unique about Trade Fair Aalsmeer is that it’s a focused ornamentals event. The majority of exhibitors are growers which makes for a lush and colourful display,” enthuses Ingrid.

For those exhibitors who are already looking to exhibit at next year’s show, Wilma has good news. “We are already working on our 2020 event which will be expanding. A major overhaul of the former Cultra cash and carry will allow us to add more space and new features after a surge in demand from exhibitors.”

Many well-known brands are returning to Aalsmeer including Amigo Plant, Anthura, Air so Pure, Avance Roses, BM Roses, Corn Bak, Decorum, Elstgeest, Fachjan, Hazeu Orchids, Inca Orchids, Jovaplant, Kwekerij Dirk Mermans, Meijer Roses, Porta Nova, Roma

Nova, Satter Orchids Stolk Flowers, Tisento, Welyflor as well as AIPH International Grower of the Year (IGOTY) 2019 Gediflora and IGOTY silver award winner OK Plant.

INNOVATION Innovation will continue to play a key part at Trade Fair Aalsmeer 2019 with the return of the New Products Showcase giving breeders and growers alike the opportunity to showcase their novel flowers and plants.

This stage is also host to the 2020 nominees for Royal FloraHolland’s Dutch Tulip Awards.

Replacing the Best Stand Award for the past two years is the Greenovation Award recognising companies which have demonstrated exceptional leadership and achievements in protecting the planet and its people. Industry peers may submit votes by using www.tradefairaalsmeer.com Royal FloraHolland’s Sustainability Committee, which includes Auke Boerma, Piet Briët and Stefanie Miltenburg, shortlisted 11 nominees across two categories: product and concept. Together they make a bid to succeed last year’s prize winners: succulent grower

Throughout the three days, the Royal FloraHolland House will be home to floral art demonstrations.

Ovata and Chrysanthemum nursery Zentoo Online votes make up 50% of the result, the other 50% will be determined by the aforementioned Sustainability Committee. The latter will announce the winners during an awards ceremony scheduled for the end of the afternoon of November 6. Entries that have made the Greenovation shortlist include biodegradable pots and trays and a freesia farm heated with solar energy.

SIDE EVENTS

The trade exhibition will keep an anticipated 20,000 attendees engaged from the moment they enter the 25,0000m2 show floor.

Speaking of awards: floral wholesale giant DFG will use the Trade Fair Aalsmeer to host its annual Dutch Flower Awards Ceremony on Thursday November 7. Nine cut flower and ornamental plant growers will battle it out to win DFG’s prestigious Dutch Flower Award, which identifies successful and growing companies. Now in its 18th year, the prestigious accolade recognises hard working, outstanding horticultural entrepreneurs who demonstrate excellence and extraordinary success in such areas as innovation, product quality, supply chain management and commitment to sustainability efforts.

All candidates are suppliers with whom the Dutch Flower Group has a tried and tested relationship.

Alongside the vibrant show floor there will be a range of inspiring side events giving a first class learning opportunity. Throughout the three days, the Royal FloraHolland House will be home to floral art demonstrations, while the Political Café by VBN, glasshouse sector body Glastuinbouw Nederland and Royal FloraHolland, will see presentations from Dutch MEP’s on the future of the Dutch ornamentals sector. This event is set to take place on Friday 8th November at 11:00 am. Working language; Dutch.

Running parallel to Trade Fair Aalsmeer, the IFTF show and Waterdrinker’s GTC Days will take place on the same dates. Organisers offer free shuttle transfers to and from the three events. In addition, a sizeable number of breeding companies in the Aalsmeer region will host open days during what is also known as the ‘Dutch Horti Week’.

WWW.FLORACULTUREINTERNATIONAL.COM

41

T R A D E FA I R A A L S M E E R 2019

T R A D E FA I R A A L S M E E R 2019

WHY ATTEND TRADE FAIR AALSMEER? Jeroen Schilder, category manager indoor at the Netherlands’ largest garden centre chain Intratuin, tells

AUTHOR: RON VAN DER PLOEG

us the many reasons for attending Trade Fair Aalsmeer.

FCI: FCI being a quintessential B2B magazine, prompts us to kick off with a big one: How is business going?

Jeroen Schilder: “Business at Intratuin is going well indeed. Sales are up in green foliage plants and indoor categories as a whole. Pottery, fresh cut flowers and catering are all performing well. Most outdoor categories recorded double digit growth and, overall, Intratuin anticipates a six percent growth in turnover this year.

Demand remains strong for green foliage plants, albeit at a more modest 15% growth from last year’s figure of 30%.”

GOING OFFLINE TO MEET CUSTUMERS FACE TO FACE

Are you satisfied with Trade Fair Aalsmeer’s product offer?

“Very much so. Trade Fair Aalsmeer is an important fixture in our calendar with our buyers at hand for the entire three days to meet and do business with growers and other B2B companies. I sincerely hope the selection of plants on offer will not come as a surprise to our buyers, as over the past few months they have been visiting growers across the country for updates on the current assortment.”

What will you get at Trade Fair Aalsmeer that they can’t get at most other horticultural shows?

“IPM is huge with a lot of products that don’t fit my market of indoor plants, cut flowers and planted arrangements. For Dutch buyers who specialise in sourcing plants from abroad, the highly international IPM show is more important than Trade Fair Aalsmeer.

Nonetheless the level of presentation at Trade Fair Aalsmeer is truly impressive and inspirational. Also, because the offices of Intratuin Groencentrum are located in Aalsmeer a visit to the Trade Fair is easy and no time consuming.”

overdoing it. In indoor plants there is no such thing as a consumer label. As such I believe it is unwise to invest in consumer labels for each individual grower and product.

The main reason why customers visit a garden centre is because it fulfills their needs and they trust its brand.

In our case, it’s about the well-known Intratuin brand and not about a selection of different indoor plants sold under different private consumer labels.”

What are Intratuin’s most popular lines at this moment and what trends in the market do they reflect?

“In indoor plants, big leafy camouflage type plants are riding the wave of popularity . This also applies to Mediterranean plants.”

Innovation plays a key part at Trade Fair Aalsmeer with its New Products Showcase giving growers and breeders the opportunity to showcase their novelty plants. What, according to you, is true plant innovation?

Would you say that growers know their target audience and serve them appropriately?

“True plant innovation is not a branded plant, but plants that offer the consumer solutions or new colours.

Air-so-pure plants, for example, fulfill the consumer’s quest for meaning.”

“In terms of product innovation, they surely do.

However, when it comes to the amount of money and time spent on private consumer labels they are

How steady is the source of income that plants provide to Intratuin?

“At Intratuin, indoor plants, garden plants and cut flowers make up 40% of our garden centre income.”

JEROEN SCHILDER PASSPORT Age: 50 Working for Intratuin since: December 2017 Job title: category manager indoor Carrer history: 25+ years (Ranzijn Tuin & Dier, Supermarkt branche.)

42

FLORACULTURE INTERNATIONAL November/December 2019

Does ‘added value’ influence you as a plant category buyer?

“Yes, added value is important because today’s customer demands convenience and wants to buy the right product as quickly as possible without having to make their own choices. Consumers find making choices difficult and dangerous. That is why we must lend them our helping hand.”

In recent years, I have visited various horticultural trade shows and flower shows around the world.

I am surprised by the interest of consumers. It is amazing to see how many visitors travel from all over the world make an effort to visit these exhibitions.

Although the world is changing into an online world, they want to enjoy the beauty of flowers and plants in real life. At these moments I realise how happy we are that we work with our wonderful product every day.

Although I am not sure if these visits afterwards lead to more consumer spending, it is good to realise that they contribute to a better image. Exhibitions are an excellent way to present the floriculture sector to the general public.

It is not only the consumer who wants to see our products. Industry professionals also visit farms and fairs to get a good idea of your product and company.

And that’s why it’s a great opportunity to present yourself at a trade show. Not only the Trade Fair Aalsmeer, but the IPM in Essen in January as well are important trade fairs for the international flower and plant industry. It is good to continuously improve the presentations of the participants at these fairs. Where in the past the product was leading, nowadays a booth has to tell the whole story of the company to attract the visitors. But not only the both needs that preparation, the representatives can also make a difference by being well prepared, having clear goals and having a good pitch available.

company stands for and to start an online relationship offline. Customers are looking for companies that fit their business purpose. But the time is limited.

A stand that shows all aspects of the company receives the most attention. What is the added value of the company and how do you express this, what is the core value and how do you do business online?

These and other items are more important than the actual product. And of course your representative must meet these expectations. Very good preparation therefore yields better results and leads to more online contacts.

I look forward to the Trade Fair Aalsmeer and the IPM in Essen. Not only to see how growers present themselves, but also to meet them and their customers. We will be present with our international team to inform you of the latest developments at Royal FloraHolland.

Fred van Tol Manager International Development Royal FloraHolland

The world is changing into a digital environment.

Contacts go through the internet and apps and no longer just face-to-face or telephone. This has also changed the way relationships can be build. A trade show is a very good opportunity to show what your

WWW.FLORACULTUREINTERNATIONAL.COM

43

T R A D E FA I R A A L S M E E R 2019

Assistant team leader Marijke is happy with the new ordering system.

SMIT KWEKERIJEN ROLLS OUT AUTOMATIC ORDERING SYSTEM COLLABORATION BETWEEN CODEMA SDF AND SMIT KWEKERIJEN COMES TO FRUITION Dutch-based plant nursery Smit Kwekerijen has launched its Codema SDF automatic ordering system that syncs orders from different production sites and packing areas into a single, easy-to-use platform.

S

mit Kwekerijen teamed up with horticultural automation producer Codema SDF to eliminate the bottlenecks in their ordering process which results from eight different production sites and over twenty packing areas within the

company.

WEB-SCREEN BASED PRECISION In such a complex business environment, keeping track of orders across all production sites with real-time, web screen-based precision is critical. Web screens are websites for internal use. At Smit Kwekerijen they allow orders to be managed in one place, keep inventory levels accurate and pick, pack and ship plants with speed and accuracy.

She added, “When I’m done with an order, I scan the packing slip. Then the order line is automatically cleared from my screen and the order appears in logistics. They prepare the order for transport and print the auction slip.”

INSIGHT INTO DELIVERY TIMES Tymen, Manager of Order & Sales Planning at Smit Kwekerijen commented, “This solution gives me more insight into delivery times.

Tymen, Manager of Order & Sales Planning at Smit Kwekerijen commented, “This solution gives me more insight into delivery times. This ensures greater customer satisfaction and better service. The collaboration between Smit Kwekerijen and Codema SDF has now really come to fruition.”

To take a closer look at your packing process, you can contact: Codema Account Managers Software & Web solutions.

For more information visit www.smitkwekerijen.nl

Using these web screens, a status can be assigned to the order for each stage of the packing process. Order documents (pick list, packing slip, cart sticker and customer labels) can be generated at the right times. Accordingly, everyone knows where he or she stands, and even at the busiest moments everything runs smoothly on the work floor.

WORK BECOMES MORE MANAGEABLE AND ENJOYABLE

ONE VISION. ONE BRAND.

Codema started in 1958 with improvements to the greenhouse operation in the floriculture sector. We have developed into a total solutions provider for the total horticultural industry. We provide essential, custom-made solutions that increase the operational efficiency of growers by applying our extensive experience in the six core disciplines,

Design

Develop

Deliver

CODEMA SYSTEMS GROUP T +31 (0) 10 52 12 755 E info@codemasystemsgroup.com I www.codema.nl

Assistant team leader Marijke is happy with the new ordering system, “My work has become more manageable and enjoyable. The SDF web screen shows me exactly what I need to pack. Printing the packing slip takes nothing more than a touch of the web screen.

When I want to print the customer labels, they roll out of the printer with one click. Colour indications show me which steps in the process I’ve already completed and which I still have to do.”

CODEMA AT TRADE FAIR AALSMEER Learn more about Codema’s automatic ordering system and come to visit us at stand 148.

WWW.FLORACULTUREINTERNATIONAL.COM

45

The new cherry tomato which shows

intermediate resistance to Phytophthora infestans!

Trade Fair

6, 7 & 8

Aalsmeer November

Hall 2 Stand no. 22.16

Trade Fair Aalsmeer 2019 6, 7, 8 November Connect to Greenovation BE INSPIRED BY THE BEST SUSTAINABLE INNOVATIONS Royal FloraHolland presents the Greenovation Award during Trade Fair Aalsmeer 2019. This award celebrates the best sustainable products and concepts of the horticulture sector. Be inspired at the Royal FloraHolland House showcasing all nominees.

www.schneiderbv.nl

Specialized in the development of plant nutrition and substrates

WWW.WILMASLAWNANDGARDEN.COM SALES@WILMA LG.COM

FCI_Atamiproducts194x137_BON3720_V2.indd 1

Register now for speedy entrance on TRADEFAIRAALSMEER.COM

BY 27-09-19 14:22

WO R L D H O R T I C U LT U R A L E X P O S

WO R L D H O R T I C U LT U R A L E X P O S

Setting a new standard in World Horticultural Expos Expo 2019 Beijing, the AIPH approved A1 World Horticultural Exhibition, dazzled millions of visitors with six months of spectacular horticultural displays and events, from its official opening on 28th

Stunning outdoor gardens of Expo 2019 Beijing.

AUTHOR: PENELOPE TOMKINS

April until 9th October 219.

E

xpo 2019 Beijing was the world’s largest ever horticultural Expo.

The 503-hectare Expo park, located amidst the mountains of Beijing’s Yanqing District, welcomed 9.34 million visitors, 110 international participants and hosted almost 3,000 events including cultural shows, conferences, horticultural competitions and flower parades. The Expo sought to share centuries of Chinese horticultural wisdom and spread horticultural knowledge around the world.

AIPH-APPROVED In 2012, the Expo gained the approval of the International Association of Horticultural

Indoor gardens of the China Pavilion drew in the crowds.

Harmonious gardens of the Chinese Horticultural Zone.

Producers (AIPH), the organisation responsible for approving, regulating and monitoring World Horticultural Exhibitions.

Sponsors, supporters and organisers of the Expo included: the Chinese government; the China Council for the Promotion of International Trade; the Expo Coordination Bureau and AIPH’s member in China – the China Flower Association.

At the Expo’s grand opening ceremony, Chinese President Xi Jinping gave a speech disseminating aspirations for green development and ecological civilisation to audiences in China and around the world. Over 900 representatives, including foreign heads of state, special envoys from eleven countries and heads of international organisations, attended the event which asserted, on a global stage, the essential role of horticulture in creating a greener planet.

purify water and provide a habitat for migratory birds.

The site accommodated impressive, ecologically designed structures of which the most popular amongst visitors were the 23,000m2 China Pavilion, the Botanical Pavilion, the Yongning Tower and the Life Experience Pavilion. Against these intriguing architectural and horticultural focus points, the expansive outdoor horticultural zones, backed by the meandering Guishui River offered endless paths of enjoyable exploration.

LIVE GREEN TO LIVE BETTER The grand opening ceremony of Expo 2019 Beijing.

48

FLORACULTURE INTERNATIONAL November/December 2019

The Expo theme ‘Live Green Live

Better’ embodied the ethos that the application of horticulture is a pre-requisite for living better.

Practical applications of ‘living green’, such as sustainable landscape strategies, biophilic designs and biodiverse habitats, were exhibited in exquisite and harmonious display gardens, whilst a programme of national and provincial days, cultural shows and flower parades demonstrated a universal interconnection between humankind and horticulture. As part of an educational programme, the Expo hosted forums and conferences on topics such as sponge cities and vertical forests to explore innovations for the application of living green into people’s live.

A SITE TO BEHOLD Designed to champion the spirit of respecting and integrating nature, the Expo park exemplified its theme. During construction, 50,000 trees were preserved, and 100,000 trees and shrubs were planted to improve the condition of wetlands,

THE INTERNATIONAL COMPETITION AWARDS On the 8th October the award ceremony of the Expo’s International Competition was held. Fulfilling the requirements of the AIPH A1 Expo Regulations, the ten members of the AIPH International Honorary Jury visited the Expo gardens three times throughout its six-month duration. The gardens were assessed on the quality of their design, construction, plants and mainte-

As the park’s highest point, the Yongning Pavilion offered excellent views of the Expo site.

nance, as well as their incorporation of the Expo theme. The five winning gardens of the AIPH Grand Awards were: the Beijing Indoor Area (Chinese Provinces, Regions and Municipalities); the UK and Qatar gardens (International Outdoor Gardens) and the Shanghai and Beijing Outdoor Gardens (Chinese Outdoor Gardens). Other high-level prize winners in the competition included Japan, Germany and the International Network for Bamboo and Rattan (International Outdoor Gardens), and Zhejiang and Jiangsu provinces (Chinese Outdoor Gardens).

In total, the independent Grand Jury of the Expo Organising Committee presented 14 grand awards, 27 special awards, 43 gold awards, 56 silver awards, 3 best contribution awards, 3 best creativity awards and 5 most characteristic awards.

In addition, the Expo Organising Committee gave special contribution awards to AIPH and the Bureau International des Expositions (BIE).

For full details of the award winners visit www.aiph.org

HISTORIC SUCCESS Expo 2019 Beijing ascended to new heights with the scale and quality of its horticultural gardens, exhibits and events. Also marking a historic success, the horticultural Expo garnered unprecedented levels of international interest. Commenting on the Expo, AIPH President Mr Bernard Oosterom said: “The level of international participation and attention of this Expo was unparalleled and exceeded all expectations. It has succeeded in placing horticulture at the heart of making a greener planet and better lives for people around the world.”

At the Expo’s official closing ceremony on 9th October 2019, the AIPH flag was lowered and passed to Qatar’s Minister for Municipalities and Environment, Mr Abdulla Bin Abdulazis Al Subai. The next AIPH approved A1 World Horticultural Expo will be held in Doha, Qatar from 14th October 2021 – 17th March 2022.

WWW.FLORACULTUREINTERNATIONAL.COM

49

50

E XPOSURE

While the Russian economy has slowed more or less to a standstill, FlowersExpo (September 10-12, 2019) held at Crocus Expo in Moscow, was a buoyant show with plenty of business activity and an

AUTHOR: RON VAN DER PLOEG

FLOWERSEXPO MOSCOW

E XPOSURE

Now in its 9th years, FlowersE xpo 2019 was a buoyant sho w. A c c ording to sho w organi ser s M s Gr igor ie va and Ms Zarubina this year’s FlowersExpo attracted 12,428 visitors with a registered single entry, 18,000 visitors came in twice or more. Both ladies are the face of FlowersExpo and have a proven track record in t rade show organi sing relying on their international network of business contacts.

They deserve credits for giving the global flower industry an opportunity to network, learn and…to have fun.

extensive educational programme.

If you want to take the pulse of what’s happening in the Russian flower industry, there’s no better destination than FlowersExpo. Helped by good weather to get people out, this year’s show attracted over 16,000 attendees who were kept engaged by 250+ exhibitors from the moment they entered Crocus Expo to the moment they left.

Set across two halls, Russian exhibitors (40%) –representing the big names in Russian rose farming- occupied a prime location near the entrance. Truly an international event, FlowersExpo offered a trip around the world of ornamentals in three days with impressive country pavilions from Ecuador (roses), Colombia (roses and summer flowers), the Netherlands (cut flowers and potted plants), Germany (nursery stock, young plants, seed, technology and supplies) and Poland (trees, shrubs and conifers). Royal FloraHolland, which in recent years has been one of the bigger exhibitors at the show, was absent this year. In turn, there were individual participants galore from 30 countries.

While Spain, Singapore and Sri Lanka were among the newcomers, rose grower Gulshan from Uzbekistan and Anthurium producer AgroMiranda from Venezuela (!) were present for the second time.

Danziger’s new Gypsophila variety ‘Inzignia Cloud’ featuring sturdy stems and large, ‘cushion-like’ flowers with an excellent shelf life was awarded FlowersExpo Gold Medal in the show’s new flower and plant awards.

This new Gypsophila is the fruit of an exclusive collaboration between Danziger and Ecuador-based growers Florsani, Florequisa, MuchFlowers and Malima. The second Gold Medal was awarded to Petunia ‘Queen of Hearts’,which star is rising the global Petunia market.

A NATION OF FLOWER AFICIONADOS That Russia is a nation of flower aficionados is mirrored by UN Comtrade and ITC statistics which rank the country as the world’s sixth largest cut flower importer, representing a value of nearly 40 billion dollars. In terms of consumer spending, figures by the Rabobank point to €15 to €20 per head.

Roses continue to be a firm favourite with Russian consumers who consider the ‘queen of flowers’ to be the most exclusive and prettiest flower and the ultimate gift for the country’s most popular floral holidays: International Women’s Day (8 March), Knowledge Day (1 September) and new year. A quintessential, low ranking filler flower, Chamomille (Matricaria) is hardly

FLORACULTURE INTERNATIONAL November/December 2019

A lesser but still significant amount of roses sold on the Russian market originate from Colombia with rose farm Jaroma Roses being one of the major suppliers.

Owner Jaime Rodrigues Andrade is back at FlowersExpo after an absence of four years. “By the end of 2014 the ruble collapsed causing volumes and prices to drop,” he said. “We are now back on track and slowly growing our Russia-destined volumes from 15 to 20%. However, exporting flowers to Russia is not an easy task, there’s a language barrier and often it is a challenge to cash your money.”

This Russian beaut y illustrates that FlowersExpo is a perfect showcase for new Chr ysanthemum varieties.

Wouter Jongk ind, mark et manager at Dutch breeding company Royal Van Zanten says that the show has gone well for them. “Traditionally the most frequently asked question from Russians was if they can buy direct. On the other hand, there was interest to buy starting material while we were equally plea sed with the number of Russian florists who came to see us.

Our main goal was to promote our line of Chrysanthemums and Alstroemerias and fuel demand among Russian flower professionals. While a few years ago little thought was given to the assortment, florists now clearly understand that novelty flowers help to sell more. Typically strong in Russia is the presence of flower schools and floristry courses with which we are also in good contact.”

WWW.FLORACULTUREINTERNATIONAL.COM

51

E XPOSURE

E XPOSURE

AMSTERDAM 8 - 10 JUNE 2020 HORTICULTURE’S FOREFRONT Hector Rodrigues Castro from Venezuela explained that he grows Anthurium in Miranda, one of the 23 states of Venezuela and home to the capital Caracas. “Russians have major investments in Venezuela’s oil and weapons industry”, he says, “however, they are unfamiliar with Anthuriums from Venezuela and this explains our presence here.” He dubbed his country the ‘second largest anthurium producer of South America’(the continent’s Anthurium production is mostly dominated by Colombia and Brazil), benefiting from fertile soil, intense sunlight and welloiled logistics served by three airports and a railway network. “Our production is year-round and we offer an incredible range of colours present in the flowers, almost the entire rainbow.”

It is not the first time Venezuela tries to tap into the flower industry. Back in 2012, the State made millions of dollars available to transform the productivity and agility of the country’s modest cut flower industry. Expansion of Miranda-based flower farm company Doña Adela, a brand new perishables centre at the international airport Simón Bolívar de Maiquetía, the establishment

SAVE THE DATE

TRADE SHOW 8 – 10 JUNE of a Venezuelan-Russian distribution company Orquídea S.A, a chain of flower shops in Caracas, a flower shop in Moscow and a half finished promotion campaign appeared later to be a costly exercise as only two shipments of lilies were sent to Russia in 2012. Seven years later

ever talked about. However, it is Russia’s national flower and in consumer panels often mentioned as one of the most cheerful flowers next to the tulip and Acacia dealbata.

In terms of volumes, roses also dominate flower imports (59.8%), followed by Chrysanthemums (18.9%), carnations (13.5%), lilies (1.0%) and orchids (0.3%). Flowers in the miscellaneous category account for 6.7% of imports in 2018.

Between 2014 and 2018, imports of cut flowers to the Russian market grew by 3.3% from 1.34 to 1.38 billion pcs. Official graphs

by BusinesStat show a clear drop in imports between 2015 and 2016 followed by an increase in 2017 and 2018. The reduction was primarily induced by the decline of flowers imports from the Netherlands in 2015, as well as a decrease in supplies from Ecuador, Colombia and the embargo on Turkish carnations in 2016. The

Orquídea went bankrupt while Doña Adela continued to serve the local market. Its participation in FlowersExpo under the flag of export consortium AgroMiranda (flowers, cacao, fish and plastics) is a prove that Venezuela is ready to try its luck in flowers for the second time.

devaluation of the ruble by the end of 2014, along with a decrease in real incomes of Russians, caused a drop in demand and subsequently a decrease in imports.

DRAMATIC DROP IN DUTCH EXPORTS? FlowersExpo hosted a debate entitled ‘Russian market of cut flowers: current status and development prospects’ during which Russian consultancy firm MegaResearch referenced that in 2016 flower imports from the Netherlands basically came to a standstill after the Plant Health Inspection Service of the Russian Federation received signals of Dutch flowers being seized because of the presence of Frankliniella occidentalis (Western flower thrips). The Netherlands’ pro-active approach, which included temporary approval of specific crop protection products for the control of thrips and post-harvest disinfes-

tation by controlled atmosphere treatments went unmentioned.

Against the backdrop of MegaResearch’s Power point graph showing a steep climb in imports from Belarus and a dramatic drop in Dutch exports, Dutch-based flower wholesaler but Russian born Ilya Dombrovskiy stepped on to the stage to help put things in perspective stressing that the Netherlands is the world’s second largest agricultural exporter after the US, adding that the country of tulips and windmills is also the world’s largest flower exporter of cut flowers, houseplants, bulbs and nursery stock produce with around 600 wholesale companies generating an export value of €9.2 billion in 2018. “There was a time when Russia dropped out of the top 10 importers of Dutch flowers but it is now firmly back up in the sixth or eight spot. Russia is one of the hardest countries to export to, with a notoriously complex flower industry characterised by

Registration is open as of 31 January 2020 A total of 12,489 professionals from 114 countries visited GreenTech 2019. 84% intend to visit next edition and 94% recommend GreenTech to others.

WHAT THE VISITORS SAID ABOUT GREENTECH “A must visit for US greenhouse operators!”

“A nice collection and portfolio of companies that are present at GreenTech Amsterdam. Many interesting new companies and the knowledge programme is also up-to-date with relevant topics” “The best option to know all about technology for Horticulture” ABOUT GREENTECH GreenTech is the global meeting place for all horticultural technology professionals. GreenTech focuses on the early stages of the horticultural chain and the current issues growers face. All Dutch front-runners, greenhouse builders and suppliers are present.

GreenTech Amsterdam 2020, your chance to meet the horticulture world in 3 days.

Organised by:

52

FLORACULTURE INTERNATIONAL November/December 2019

www.greentech.nl

E XPOSURE

E XPOSURE

International Exhibition on Floriculture and Green Industry Russian rose growers use high pressure sodium fixtures to promote crop growth and yield. However, Wilco Verkuil and his colleague Marjon van Kralingen say that it is with great interest that the Russian rose farms follow the different LED lighting trials at Dutch rose farms and research institutes. The value which LED lights deliver has been carefully weighed but, so far, they prefer HPS lamps as these generate both light and heat.

Cutting ribbon ceremony with second from left Julio Cesar Prado Ecuador’s Ambassador to Russia and Meeuwes Brouwer (first from right), agricultural counsellor of the Netherlands’ embassy in Moscow.

a highly volatile market with lots of bureaucracy and geopolitical and currency risks.”

SELF-SUFFICIENCY Russia is also known for its policy of import substitution and self-sufficiency in agriculture, which gained momentum in August 2014 when the country imposed an embargo on food imports from the EU, the US and some other Western countries, in response to sanctions over Ukraine. In its aftermath, large greenhouse complexes for the production of fresh produce emerged near the bigger cities across the country for the production of fresh produce. In a ripple effect reaching ornamentals, albeit to a lesser extent, money was also invested in new rose farms.

According to Russia’s Association for Greenhouses, Russia has to date 140 ha of ornamentals under glass, of which 90% are dedicated to roses.

Reacting to the association’s remark

about the hardship, the lack of state support and the competition that domestic flower growers encounter from the import flower business - adding that home production will hardly ever be able to satisfy the huge demand in the market - Dombrovskiy said that floral wholesale companies are facing more or less the same problems as the Russian growers with an overall worsening of the market. “In terms of regulation, I am not entirely positive but there is good news. The Russian love for flowers is unprecedented. It’s something I haven’t experienced in any part of the world.

Not even in Germany, Europe’s largest consumer market.”

MANY ROADS LEAD TO RUSSIA As there are many roads that lead to Russia, Dutch agricultural counsellor Meewes Brouwer says analysing trade data can be tricky because it can potentially misrepresent the situation in daily life.

However, he thinks it is pretty safe to say that for many Dutch horticultural businesses, Russia continues to be a major export market with a notable 25% increase in 2018. In cut flowers, it is currently ‘smooth sailing’, while in bulbs, fruit trees, perennials and young plants – plants imported for growingRosselkhoznador’s (Russia’s Federal Service for Vetinary and Phytosanitary Surveillance) stricter biosecurity requirements have caused relations with the Dutch authorities and trade organisations to be somewhat rocky.

Meeuwes said that nonetheless “commercial activities in the ornamental sector between Russian Federation and the Netherlands continue to expand. Last year, the Netherlands exported €250 million of ornamentals such as fresh cut flowers, bulbs and potted plants to Russia.” He has seen the ruble relatively stable and overall this is good for consumer’s confidence.

WWW.FLORACULTUREINTERNATIONAL.COM

55

17-21. QATAR

N O V E M B E R 2 019

8th International Agricultural Exhibition Agriteq and 2nd International Environmental Exhibition Enviroteq in Doha.

5 NOVEMBER. NETHERLANDS Floriforum conference organised by Union Fleurs at the IFTF Auditorium in Vijfhuizen.

‘Literally rosy’ is how Perivar Braat (first from left) Area Manager Rose at Dümmen Orange, dubs the overall business outlook with a number of Russian rose growers completing or planning an expansion of their greenhouses.

“The show has gone very well for us with significant interest in our new product lines. It’s about establishing and nurturing relationships. People who have come to visit us, existing customers or new leads, tell us about their market channels and traditionally ask for sturdy stems, large flower heads and vibrant colours, criteria we can perfectly cater for.”

That’s good news too for Ecuadorbased flower farms as the majority of roses are sourced from here.

The country has 5500ha dedicated to commercial rose farming and large flower heads and long stems as its most important USPs. It is difficult to determine whether there’s a growing trend towards shorter stemmed, cheaper roses from Kenya and Ethiopia, which can be increasingly found on the Russian marketplace. Speaking with rose breeders, growers and traders, the common view was that both products serve different

56

FLORACULTURE INTERNATIONAL November/December 2019

Tulip Trade Event www.tuliptradeevent.nl

6-8. NETHERLANDS International Floriculture Trade Fair (IFTF) in Vijfhuizen, Netherlands. www.iftf.nl

6-8. NETHERLANDS wide range of 50 different rose cultivars in his stand, bred by a variety of Dutch breeders. “They were harvested two weeks ago. Look at the quality and judge for yourself,” says Mannanov, who sees his presence at FlowersExpo as an excellent opportunity to shake hands with his Russian customers from, for example, Omsk and Samara. Uzbekistan shares common floral holidays with Russia but additionally has its own flower-sprinkled Now Ruz celebrations; the Persian new year that heralds the arrival of spring on March 21. “However, in Uzbekistan there is no comparison to the Russian fondness for flowers,” Mannova notes.

Trade Fair Aalsmeer. www.royalfloraholland.com

14-16. TURKEY Eurasia Plant Fair/Flower Show Istanbul at Istanbul’s Tüyap Convention Centre. www.flowershow.com.tr

17-30. TURKEY Growtech at the Antalya Expo Center. www.growtech.com.tr D E C E M B E R 2 019

4-14. NEW ZEALAND Southern Hemisphere Regional Conference on Permafrost of the International Permafrost Association (IPA) in Queenstown. https://southcop19.com

SHORTER STEMMED ROSES TO THE DETRIMENT OF ECUADORIAN ROSES?

18-20. NETHERLANDS

www.floriforum.com

Director Rustam Mannanov from rose farm Gulshan in Uzbekistan told FCI his rose farm opened in 2014 and boasts state-of-the- art Dutch technology. His country is currently transforming into an open economy with room for a private sector-driven economy. Gulshan was built with the help of a private investor who is also active in the potato industry.

Mannanov says, “Uzbekistan is an emerging market with over 30 million inhabitants who have a clear preference for long stems and large headed roses.”

In the past, the country was heavily reliant on import roses from Ecuador.

“Our company has now fully substituted the market,” he says while pointing to a

“In the run up to 8 March, I visited several floral wholesalers in St Petersburg together with a group of Dutch tulip growers and saw boxes of the most expensive flowers. So among consumers there’s still a willingness to pay a higher price.”

www.agriteq.com

market segments with limited risks that African roses take away market share from the existing Ecuadorian product line. At this moment, Ecuadorians presumably have bigger concerns. Not long after FlowersExpo had closed its doors, Ecuador’s President Lenin Moreno declared a state of emergency following days of violent protests.

At the time of printing the crisis in Quito continued, impacting the flower business as flower growers faced problems getting their products to the airport and ensuring a safe environment for their workers.

KNOWLEDGE DAY The show was held from September 10 to 12. As such, it was no surprise that talk on the 20,000m2 exhibition floor was dominated by the spending habits of Russians in the days leading up to Knowledge Day (День Знаний). The celebration is also known as 1st of September, the day all children in Russia go

back to school and present their teachers with flowers. According to the Russian press agency Interfax, Knowledge Day sales have been annually decreasing by 10 to 15%, based on an analysis of the Russian Association for Greenhouses. One of the association’s members told the press agency that Russian consumers are tightening their purse strings as school clothing and equipment and the actual education become increasingly more expensive. Floral wholesalers present at FlowersExpo agreed that this year’s sales were somewhat disappointing with Russian parents splashing more cash on cards and charity goals and purchasing fewer flowers per child.

Next year’s FlowersExpo will take place from September 8-10, 2020.

J A N UA R Y 2 0 2 0

14-17. FRANCE 34 edition of SIVAL, France’s iconic agricultural trade show at the Parc des Expositions in Angers. th

JUNE 2020

3-5. KENYA

IPM ESSEN 2020 With preparations underway for the world’s premier show for ornamental horticulture, IPM ESSEN 2020, event organiser Messe Essen is happy to announce that the refurbishment of its east wing is complete. As such IPM ESSEN (January 28-31, 2020) will no longer need temporary halls with its new home being one of Europe’s most luxury, modern and future-proof convention centres. France is the partner country of IPM ESSEN 2020. For the first year, IPM ESSEN will have AIPH approval as a D category international trade show in 2020.

True to tradition the show’s annual novelty showcase will offer the perfect opportunity to spot the latest breeding breakthroughs in shrubs, cut flowers, houseplants, perennials, annuals and cut foliage. The four-day event serves also as a platform for the good and great of horticultural technology with a top-notch educational programme which in 2020 will see further expansion. Climate change and sustainability will be defining subjects particularly with regard to environmentally friendly packaging.

For the first time, the coming IPM ESSEN from January 28 to 31, 2020 will take place on the completely modernised site at Messe Essen. Then, exhibitors and visitors will find eight large-area, ground-level, daylight-flooded exhibition halls equipped with the newest infrastructure.

More than 1,500 exhibitors from 50 countries will once again be expected and will introduce their new products and innovations to a top-class international trade public. France, being IPM ESSEN’s official Partner Country for 2020, will host one of the most impressive country pavilions.

For more information visit www.ipm-essen.de

IFTEX, International Floriculture Trade Expo at Nairobi’s Oshwal Centre. www.hpp.nl

8-10. NETHERLANDS GreenTech, the world’s leading horticultural technology show at Amsterdam RAI. www.greentech.nl

8-12. SWEDEN IX International Symposium on Light in Horticulture ‘Light for life’ www.ishslight2020.se

9-12. NETHERLANDS/ GERMANY FlowerTrials, open house event for the pot and bedding plant industry, held in the Netherlands and Germany. www.flowertrials.nl

14-20. ESTONIA 16th International Peatland Congress in Tallinn. www.ipc2020.com/ www.facebook.com/ events/1162609177193984 SEPTEMBER 2020

www.sival-angers.com

8-10. RUSSIA

18-31. GERMANY

FlowersExpo at Moscow’s Crocus Expo.

IPM at the Messe Essen convention centre in Essen. www.ipm-essen.de

21-23. SAUDI ARABIA Saudi International Flowers&Gardens exposition (SIFG) at Riyadh’s International Convention&Exhibition Centre. www.sifgexpo.com

F E B R UA R Y 2 0 2 0

26-28. ITALY

5-7. GERMANY

Myplant & Garden at Milan’s Fiera Milano.

Fruit Logistica at Messe Berlin.

www.flowers-expo.ru

8-10. FRANCE

www.myplantgarden.com

Salon du Végétal at the Angers Parc des Expositions.

13-15. POLAND

MARCH 2020

www.salonduvegetal.com

Gardenia, nursery stock trade show in Poznan.

9-12. CHINESE TAIPEI

www.messe.berlin.de

www.gardenia.mtp.pl

21-23. MYANMAR

SAVE THE DATE

E XPOSURE

World Orchid Conference in Taichung www.woc23.com

HortiFair at Myanmar Expo in Thaketa, Yangon. www.hpp.nl

WWW.FLORACULTUREINTERNATIONAL.COM

57

GREEN, GREAT, GORGEOUS! 28–31 JANUARY

The world’s leading trade fair for horticulture

Plants Technology Floristry Garden features

26/28 FEBRUARY 2020 FIERA MILANO RHO, ITALY WELCOME TO IPM ESSEN! ◆ GREEN trends and sales-boosting POS concepts ◆ GREAT product choice and international

partner network ◆ GORGEOUS new plant varieties and technology innovations

INTERNATIONAL B2B FAIR OF HORTICULTURE, GARDEN AND LANDSCAPE

All this at IPM ESSEN – the globally leading horticulture exhibition.

WE ARE LOOKING FORWARD TO WELCOMING YOU.

WWW.IPM-ESSEN.DE

+39 (0)2 6889080 • info@myplantgarden.com • www.myplantgarden.com

TURKISH CARGO, THE FRESH WAY FOR PERISHABLE CARGO. We transpo perishable goods such as vegetables, fruits, fish, meat, and flowers to all corners of the world with special storage rooms and cold chain equipment to keep them fresh.

turkishcargo.com