APIP Agricultural Policy Implementation Project

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3. TUNISIAN CUT FLOWER MARKETING SECTOR The Tunisian cut flower marketing system is divided into two segments. The first consists of producers who grow flowers exclusively for the domestic market. The second cQnsists of a small group (the study team identified five active enterprises) who produce primarily for the export market but also sell on the domestic market. These "producer-exporters" have less than four years of experience with cut flower exports. Floriculture production in Tunisia is by and large limited to small-scale growers producing for the domestic market. The regions known for flower production are Mornag, B6jaoua, Sidi Thabet, Soliman, Manouba, Soukra, Bizerte, Cap-Bon, Sousse, and Djerba. The largest grower of flowers and ornamental plants in the country is the Bahri family who produce ornamentals for landscaping and are the primary supplier of flowers to the Tunis flower market. Little information is available on domestic production of cut flowers and ornamental plants. A draft paper prepared in late 1988 by the Division of Horticultural Crops in the Ministry of Agriculture reported 28.6 hectares in flower production and 50.6 hectares in ornamental plants. Of the 22 cut flower growers listed, 14 had less than one hectare in production, seven had between one and three hectares in production, and one had 10 hectares in production. The growers do not fit any pattern or profile in terms of their background or reasons for entering flower production. Two growers (Bahri and Gandouz) are family operations that manage related agricultural enterprises (horticulture, floriculture, nursery production, sale of garden supplies, etc.) and that have established positions in the market. Some of the new growers are landowners interested in starting new agricultural ventures in order to make their land holdings more productive. One grower is part of a joint venture between a Tunisian construction contractor and a Swiss architect who saw flowers as an opportunity for a profitable enterprise. Another flower grower is a trained agronomist with substantial experience in agriciltural production in general and a good knowledge of agronomic and cultural practices. One potential exporter of ornamental plants is an experienced technician who left a farm to start his own operation and has joined with a European partner. While cut flowers and ornamental plants are sold throughout Tunisia (in over 100 retail locations in the Tunis area alone, according to one grower), the volume of exports continues to be very limited. Exhibit 3.1 provides basic information on growers who are either well established in the local market or have entered floriculture recently to capture the export market. Their location is shown on the map in Exhibit 3.2. Given the very small scale of Tunisian cut flower production and marketing, it is inaccurate to characterize either the domestic or export 27 These are Hortiftica, Socift6 Taffeloune Flowers, Florasol, Azza Flowers, and Tunis Fleurs. 20
Exhibit 3.1 List of Selected Growers -------------------------------------------------------- Growers Status Size Produce Market Address -------------------------------------------------------- Ets Bahri Private Large Flowers & Local Tunis (Tunisian) (10+ha) Ornamentals Mornag -------------------------------------------------------- Ets Gandouz Private Large Flowers & Local Chott (Tunisian) (5ha) Ornamentals Meriem -------------------------------------------------------- Taffeloune Private Large Flowers Export Nabeul Fleurs (Tunisian) (lOha) S------------------------------------------------ Florasol Joint Medium Flowers Export Oued Venture Ellil ------------------------------------------------- ------ Tunis Fleur Joint Medium Flowers Export Chott Venture (3ha) Local Meriem ------------------------------------------------- I------- HortiUtica Private Small Flowers & Local Utica (Tunisian) (3ha) Eucalyptus Export -------------------------------------------------------- Azza Fleurs Private Small Dried Export Flowers ------------------------ m------------------------------- Floralis Private Small Flowers Export Kebili (lha) -------------------------------------------------------- UPA Private Small Ornamentals Local Chott (Belgium) (1ha) Meriem --------------------- w---------------------------------- activities as a "system." The description in this chapter is based on contact with five of the six Tunisian cut flower exporters who have exported within the past four years. 3.1 Domestic Flower Marketing Sector Two major producers, Ets. Bahri (Agro Flora) and Gandouz Fleurs, dominate the domestic flower marketing sector. Their principal clients are tourist hotels, restaurants, embassies and retailers in Tunis. The market chain is short. The producers establish contracts with institutional buyers for certain quantities per week or month. Ets. Bahri (Agro Flora) and Gandouz supply the major retail flower markets inTunis several times a week. Inaddition to these deliveries, retail sellers often drive to the farmgate to purchase flowers from smaller producers. Some retailers also have their own family farms where they 21
Page 1 and 2: APIP Agricultural Policy Implementa
Page 3 and 4: TABLE OF CONTENTS EXECUTIVE SUMMARY
Page 5 and 6: LIST OF EXHIBITS Exhibit 2.1 Major
Page 7 and 8: orchids, gladioli and tulips are th
Page 9 and 10: high yields. Overall, therefore, th
Page 11 and 12: 1.1 Study Objectives 1. INTRODUCTIO
Page 13 and 14: covered seven major importing count
Page 15 and 16: 2. WORLD TRADE IN CUT FLOWERS AND T
Page 17 and 18: to all the major importing countrie
Page 19 and 20: 7 6 5 4 3 2 1 0 Millions of US$ Sou
Page 21 and 22: Exhibit 2.6 Value of World Imports
Page 23 and 24: ises in the level of imports were a
Page 25 and 26: Many of the European countries, suc
Page 27 and 28: in both activities. Finally, there
Page 29: These prices are for "extra" qualit
Page 33 and 34: grow flowers to sell intheir stalls
Page 35 and 36: flowers. Tunisian growers' willingn
Page 37 and 38: timing and coordination of loading
Page 39 and 40: distinguish it in the market (unlik
Page 41 and 42: profitable, assuming that high yiel
Page 43 and 44: 4.2 Cash Flow Analysis Exhibit 4.3
Page 45 and 46: ',,-t r,,VW AINLY5 o I 4 UR CARNATI
Page 47 and 48: uj CASH INFLOW Yield Price Value of
Page 49 and 50: CASH INFLOW Yield Price Vslc of ToW
Page 51 and 52: , . CASH INFLOW Yield Price Value o
Page 53 and 54: 5. TUNISIAN GOVERNMENT AGENCIES AND
Page 55 and 56: equired so much time. In an effort
Page 57 and 58: 6.0 CONCLUSIONS AND RECONNENDATIONS
Page 59 and 60: 7. Work with government and foreign
Page 61 and 62: production is expensive because it
Page 63 and 64: ANNEXES 53
Page 65 and 66: The following solutions were offere
Page 67 and 68: Miscellaneous maintenance (buying v
Page 69 and 70: ANNEX 2-A ASSUMPTIONS FOR CALCULATI
Page 71 and 72: Pesticide Costs: Lannate 21.0 DT/kg
Page 73 and 74: GLADIOLA- ENTERPRISE BUDGET, LOW/ME
Page 75 and 76: ANNEX 3 ISSUES RELATED TO POST-HARV
Page 77 and 78: Acaricides: Kelthane 0,2 1/hl Systb
Page 79 and 80: Mildrion: Manbbe 160 g/hl Zin~be 20
Page 81 and 82:
LE GERBERA GERBERA JAMESONII FAKILL
Page 83 and 84:
LE GLAIEUL GLADIOLUS FAMILLE DES IR
Page 85 and 86:
O Annex b Quality Required by the C
Page 87 and 88:
ii) Categorie U1 10 % des fleurs co
Page 89 and 90:
RE7UMLI93B TUMISI MIC KINISTE E DE
Page 91 and 92:
IPARTICIPANTS I ADRESSE TELEPHONE V
Page 93 and 94:
IPA.TIC!PANTS I ADRESSE TELEPHONE I
Page 95 and 96:
Wholesalers/Importers ANNEX 8 PERSO
Page 97 and 98:
APIP Agricultural Policy Implementa
Page 99 and 100:
Abet Jacques 43, Avenue du Cimetibr
Page 101 and 102:
Ariaflor Box 147 - Fleurs 4 M.I.N.
Page 103 and 104:
Berry Fleurs SARI Ruelle des Gats P
Page 105 and 106:
Briois Christine 219, All6e des Oei
Page 107 and 108:
Cochet Thierry SARL 160, AII6e des
Page 109 and 110:
David Barthdlmy Charlin; Delamare G
Page 111 and 112:
I Dia - Fleurs Box no 2 - SICA - Ma
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Fleurassistance GlE 149, Avenue des
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Flora Partner SA 23, rue Nicot 3300
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Galoppe Christine 135, AII6e des Oe
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Granier Michel Ets 28, Avenue Pierr
Page 121 and 122:
Iris 200 199, AII6e des GlaTeuls 20
Page 123 and 124:
Landes Fleurs SARL 44, Boulevard de
Page 125 and 126:
Lotte et Cie Magnon Ets 59, AIIde d
Page 127 and 128:
Marcucci G6rard SARL 4, rue Layriss
Page 129 and 130:
Minnaar Fleurs SARL Moreau Th6r~se
Page 131 and 132:
Olivreau SARL 220, A1l6e des Oeille
Page 133 and 134:
Penja 260, A116 des Arums 94644- RU
Page 135 and 136:
Pierlot et Cia 259, AlMa des Oeille
Page 137 and 138:
I Roata - Pignet SA ROA TA . PIGNE
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La Roseraie 51, AII6e des Arums 941
Page 141 and 142:
Salanque Flours Domaine Sainte Eug6
Page 143 and 144:
Silva Flor St6 Aquitaine de Diffusi
Page 145 and 146:
Sodlh Monpalasir 47320 - BOURRAN T6
Page 147:
Vettese Jean Fleurs 360 112, AIl6e
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