DEVELOPMENTS IN FLOWER MARKETING

A. Mulder
I would like to talk to you about our experiences in the development of production and marketing of cut flowers and pot plants. I will focus on what happens in the new markets as a result of changes in consumer behaviour. First, it is of interest to look at worldwide floriculture production.

Table 1. World Production of cut flowers and pot plants

  1981 1987 Cut flowers**
  (HA)* (HA) +  pot plants  

Japan 11900 14500 1150
Italy 5400 7000 1100
U.S.A. 6000 6500 950
Holland 5300 6400 2000
France 6000 6000 1400
Spain 1500 2300 180
Columbia 1200 2100 200
Israel 1300 1500 135

* (1 Hectare=10 dunams)
**Production, 1987,in million $

According to the official figures, Japan currently has the largest production-area in the world. In 1987, Japan had a production-area of 145 thousand dunams. Italy, the United States and France had production-areas between 6 and 7 thousand hectares. Holland had more than 4 thousand hectares of greenhouses and about 2 thousand hectares of open-air flower production. Spain had a production-area of 1 thousand hectare under plastic. In Columbia about 2000 hectares of flower production is plastic-covered. Money-wise, Holland is first, with 2 billion dollars, France is second, Japan is third and Italy is fourth.

Looking at the export figures in Table 2, it is obvious that Holland is by far the biggest exporter of flowers and plants in the world. The huge production in Italy, USA, Japan and France is grown for local consumption. The average annual increase of our export in the last 6 years has been 15%. Denmark is second in total export.

Mulder, A. (1989). DEVELOPMENTS IN FLOWER MARKETING. Acta Hortic. 261, 319-326
DOI: 10.17660/ActaHortic.1989.261.42
https://doi.org/10.17660/ActaHortic.1989.261.42

Acta Horticulturae