APIP Agricultural Policy Implementation Project

ises in the level of imports were also recorded for
carnation and other flowers in terms of both volume and
value. Although much of this increase is attributable
to the Netherlands, there remain clear opportunities for
developing country suppliers able to compete with the
reliability of service and quality provided by traders
in the Netherlands.
The United States is the only major importer whose primary supply of cut
flower imports is from a developing country, namely Colombia, which shipped
$175.6 million worth of cut flowers, or 62 percent of total U.S. imports of
$283.5 million in 1988. The Netherlands is the second most important supplier
with $63.6 million of U.S imports, or 22 percent of the market, followed by
Mexico, Canada, Costa Rica, Israel, Ecuador, Peru, and Thailand with a total of
$32.7 million, or 11.5 percent.
Other countries that represent potentially lucrative markets are the United
Kingdom and Switzerland. The United Kingdom has registered the greatest growth
in its share of world imports, from $73.7 million, or 5.7 percent of world
imports in 1984, to $230.3 million, or 9.1 percent in 1988. With the secoq
highest per capita spending on cut flowers in the world after Japan,
Switzerland isan important importer of roses and carnations, primarily from the
Netherlands and Italy. The ITC report states, "Inspite of strong competition,
some developin 9 countries have been successful in entering the Swiss market in
recent years."1,1 Morocco, for example, has increased the value of its rose
exports to Switzerland from $95,000 in 1985 to $669,000 in 1988.
2.2 Market Trends and Preferences
2.2.1 Consumer Preferences
One of the most important .factors determining market demand for cut flowers
isthe celebration of special occasions, such as religious holidays. In France,
for example, chrysanthemums are purchased for All Saints Day (November 1), all
flowers for Christmas and New Year's, roses for Valentine's Day (February 14),
lilies of the valley for May 1, and roses and other flowers for Mother's Day
(last Sunday of May). The most popular cut flowers in France are roses,
carnations, tulips, chrysanthemums, and gladioli, in that order .
Winter demand for flowers tends to be very strong in other European
countries also because of special occasion purchases. Inthe Netherlands, where
per capita consumption ishigh, consumers purchase flowers year-round (especially
chrysanthemu~ms, followed by roses, carnations, freesias, and tulips) and often
13 ITC report, p. 68.
14 The Flower Council of Holland.
15 ITC, p. 201.
16 L'Or Vert, No. 160, October 1990, p. 7.
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