12 A sea of flowers at 2011 Pack Trials - Floraculture International
12 A sea of flowers at 2011 Pack Trials - Floraculture International
12 A sea of flowers at 2011 Pack Trials - Floraculture International
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‘Concordia res parvae crescunt’<br />
June <strong>2011</strong> • www.floracultureintern<strong>at</strong>ional.com<br />
The business magazine for worldwide floriculture<br />
<strong>12</strong> A <strong>sea</strong> <strong>of</strong> <strong>flowers</strong><br />
<strong>at</strong> <strong>2011</strong> <strong>Pack</strong> <strong>Trials</strong><br />
26 UCFLOR: the b<strong>at</strong>tle between<br />
blooms and bureaucracy<br />
44 Keukenh<strong>of</strong> Awards as ‘crowning<br />
glory’ for breeders and growers
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Table <strong>of</strong> Contents<br />
June<br />
<strong>2011</strong> Volume 21 Number 6<br />
<strong>2011</strong> European Spring <strong>Pack</strong> <strong>Trials</strong><br />
The <strong>2011</strong> European Spring <strong>Pack</strong> <strong>Trials</strong> showcasing breeding companies' ornamental<br />
assortments and new introductions were held in The Netherlands on Wednesday 27th,<br />
Thursday 28th and Friday 29th April <strong>2011</strong>.<br />
by Jaap N. Kras<br />
Danish high tech and Tyrolean<br />
thoroughness: a perfect m<strong>at</strong>ch<br />
Andreas Psenner e.G. is a leading breeding<br />
company and plug plant supplier in Bozen/<br />
Bolzano, Italy. Innov<strong>at</strong>ive technology has always<br />
been a Psenner trademark, using pioneering<br />
Ellegaard machines th<strong>at</strong> have set the standard for<br />
excellence.<br />
by Ron van der Ploeg<br />
Genetic approaches to improve<br />
cold tolerance <strong>of</strong> Petunia<br />
Financially backed by the American Floral<br />
Endowment (www.endowment.org), the<br />
Department <strong>of</strong> Horticulture <strong>of</strong> Michigan St<strong>at</strong>e<br />
University has carried out re<strong>sea</strong>rch into various<br />
aspects <strong>of</strong> freezing tolerance and horticultural<br />
performance <strong>of</strong> transgenic Petunia plants.<br />
by Ryan M. Warner<br />
Florimex withstands<br />
the test <strong>of</strong> time<br />
St<strong>at</strong>istics published by the Dutch Agricultural<br />
Wholesale Board HBAG show th<strong>at</strong> the number<br />
<strong>of</strong> Dutch floral wholesale companies has<br />
dram<strong>at</strong>ically decreased over the last five years.<br />
FloraCulture Intern<strong>at</strong>ional asked Winfried<br />
Falk <strong>of</strong> Florimex, a multin<strong>at</strong>ional which has<br />
withstood these turbulent times and is currently<br />
on the growth p<strong>at</strong>h with important acquisitions,<br />
wh<strong>at</strong> this all means for the traditional role <strong>of</strong> the<br />
floral wholesale business.<br />
by Jaap N. Kras<br />
OFA Plug & Cutting Conference<br />
OFA Plug & Cutting Conference is set to take<br />
place in San Jose, California from September<br />
<strong>12</strong>-15. This intern<strong>at</strong>ionally-recognised event will<br />
bring together industry pr<strong>of</strong>essionals for sessions,<br />
trade show, and idea sharing.<br />
by Ron van der Ploeg<br />
8<br />
14<br />
20<br />
24<br />
The b<strong>at</strong>tle between blooms<br />
and bureaucracy<br />
Established in 1972, the flower wholesale<br />
market in San Remo is owned by the city<br />
<strong>of</strong> San Remo, but managed by the UCFLOR<br />
cooper<strong>at</strong>ive. In this business structure,<br />
decision-making is r<strong>at</strong>her slow, hampering<br />
growth and hindering renov<strong>at</strong>ion<br />
plans.<br />
by Ron van der Ploeg<br />
Japan hosts no less<br />
than 140 flower auctions<br />
The whole country is suffering under the<br />
earthquake. This hurts production and<br />
consumption. I hope our readers understand<br />
th<strong>at</strong> we want to publish on the Japanese flower<br />
industry. Our personal thoughts, however, are<br />
with our friends and colleagues in Japan. We<br />
hope th<strong>at</strong> the country comes out even<br />
stronger than before.<br />
by Jaap N. Kras<br />
Veiling Holambra reports<br />
impressive growth<br />
Veiling Holambra <strong>of</strong>ficially opened its doors<br />
in September 2009. Time for a visit. We had<br />
the honour to speak with Mr Theo Breg, the<br />
auction’s chairman who guided us<br />
around.<br />
by Jaap N. Kras<br />
<strong>12</strong><br />
26<br />
31<br />
32<br />
Keukenh<strong>of</strong> Awards as ‘crowning<br />
glory’ for breeders and growers<br />
Keukenh<strong>of</strong> <strong>of</strong>fered no less than fifteen indoor<br />
flower shows where breeders and pr<strong>of</strong>essional<br />
growers were invited to take part in a VKC<br />
Quality Competition. From Freesias to daffodils,<br />
orchids to lilies, the <strong>2011</strong> Keukenh<strong>of</strong> Indoor<br />
Shows had it all. It was blooming big business <strong>at</strong><br />
the <strong>2011</strong> Keukenh<strong>of</strong>.<br />
by Jaap N. Kras and<br />
Ron van der Ploeg<br />
Departments<br />
World News 16<br />
Intern<strong>at</strong>ional Events 25<br />
Prices 29<br />
Science Monthly 43<br />
Advertising Index 49<br />
Columns<br />
44<br />
In My Opinion 07<br />
Dutch Comfort 17<br />
Buon Giorno 19<br />
Happy Gardening 39<br />
Certifiable in California 41<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 5
The orchid pr<strong>of</strong>essionals ®<br />
since 1933<br />
Leading producer <strong>of</strong><br />
young orchid plants<br />
+31 (0)251 20 30 60<br />
www.floricultura.com<br />
A<br />
With more than 20 years <strong>of</strong> expertise<br />
and experience, Dutch plantin is leader in<br />
development and production <strong>of</strong> coco<br />
products.<br />
Innov<strong>at</strong>ors in coco-production<br />
There are more than 10 production sites in Asia,<br />
Africa and the Netherlands which makes Dutch<br />
Plantin the largest producer, worldwide.<br />
The entire process is controlled; from the sourcing<br />
and processing <strong>of</strong> the raw m<strong>at</strong>erials up to the sales<br />
<strong>of</strong> the fi nal substr<strong>at</strong>e to the customers.<br />
The range <strong>of</strong> products is still extending; besides<br />
washed and buffered Coco-pith, Coco-chips and<br />
Coco-fi bre, the demand for pr<strong>of</strong>essional Grow-bags<br />
is growing fast. The Dutch management team<br />
recognizes the need to keep on innov<strong>at</strong>ing.<br />
This is why Dutch Plantin is a reliable partner and<br />
supplier <strong>of</strong> coco products, now and in the future.<br />
Call our sales teams<br />
Office the Netherlands:<br />
Phone: +31 492 32 42 91<br />
Office India:<br />
Phone: +91 4222 3<strong>12</strong> 822<br />
contact@dutchplantin.com<br />
www.dutchplantin.com
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Editors: Anabel Evans (anabel@floracultureintern<strong>at</strong>ional.com)<br />
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Col<strong>of</strong>on<br />
FloraCulture Intern<strong>at</strong>ional (ISSN1051-9076) is published monthly.Worldwide distribution.<br />
© 2009 FloraCulture Intern<strong>at</strong>ional magazine. All rights reserved. No portion <strong>of</strong> editorial may<br />
be reproduced in any form without written permission <strong>of</strong> the publisher. Publisher is not liable<br />
for advertisements using illegally obtained images. Send address changes to FloraCulture<br />
Intern<strong>at</strong>ional magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands.<br />
Ron van<br />
der Ploeg<br />
Dennis<br />
Seriese<br />
Claudia<br />
Stokreef<br />
Lotte<br />
Bjarke<br />
Marta Pizanode<br />
Marquez<br />
William<br />
Armellini<br />
Paul<br />
Black<br />
Lucas<br />
Nicholas<br />
Eyal<br />
Policar<br />
Arturo<br />
Croci<br />
Eiji<br />
Yoshikawa<br />
Cilla Lowen<br />
FloraCulture Intern<strong>at</strong>ional (ISSN1051-9076) is published monthly.<br />
Worldwide distribution. ©2009 FloraCulture Intern<strong>at</strong>ional magazine.<br />
All rights reserved. No portion <strong>of</strong> editorial may be reproduced in any<br />
form without written permission <strong>of</strong> the publisher. Publisher is not<br />
liable for advertisements using illegally obtained images. Send address changes to<br />
FloraCulture Intern<strong>at</strong>ional magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.<br />
In my opinion<br />
With compliments<br />
Quality, innov<strong>at</strong>ion, sustainability and logistics are words th<strong>at</strong><br />
<strong>of</strong>ten appear in our editorial. This is a compliment to you, the<br />
floriculture industry; the interviewees and contributors remain<br />
focused on “wh<strong>at</strong> can be” r<strong>at</strong>her than “wh<strong>at</strong> isn’t”. The cut flower<br />
market is difficult, but a glimpse <strong>of</strong> relief is being experienced by<br />
the pot and bedding plant growers with the spring sunshine having<br />
made a well-timed appearance in Europe.<br />
Working backwards in this issue; in East Africa, Ethiopia’s<br />
explosive floriculture growth is being reined back, but in another<br />
snippet <strong>of</strong> news received from David Gray it appears th<strong>at</strong><br />
logistics in East Africa are receiving a boost. He writes th<strong>at</strong> if<br />
infrastructure, communic<strong>at</strong>ions and transport are the key to the<br />
development <strong>of</strong> horticulture and economies in general the news<br />
<strong>of</strong>: new roads linking Addis Ababa with Nairobi; a proposed new<br />
railway line on the Kenyan Coast from Addis Ababa to Lamu; a<br />
new railway line from Tanzania to Uganda; Delta Airlines about<br />
to start direct flights between Nairobi and Atlanta; a deal between<br />
Kenya’s Astral Avi<strong>at</strong>ion and Etihad Crystal Cargo for the Nairobi-<br />
Abu Dhabi route; should all have positive effects on the economic<br />
development <strong>of</strong> East Africa in the medium to long term.<br />
In Taiwan, the presidential opening <strong>of</strong> the Intern<strong>at</strong>ional Orchid<br />
Show is an indic<strong>at</strong>ion in itself about the pride the n<strong>at</strong>ion takes in<br />
its orchid innov<strong>at</strong>ions, in particular for their phalaenopsis exports.<br />
The Breeder Open Days in the Netherlands for the number one in<br />
cut <strong>flowers</strong> were, conversely, very low key; quality is the renowned<br />
selling point, however, especially for those Dutch rose growers<br />
whose existence is being thre<strong>at</strong>ened by current economic conditions.<br />
Quality is also the overwhelming message <strong>of</strong> our substr<strong>at</strong>es<br />
special. The RHP Found<strong>at</strong>ion is guiding the “will to improve” <strong>of</strong><br />
50 affi li<strong>at</strong>ed companies. And where substr<strong>at</strong>es control <strong>of</strong> growth<br />
is hidden from our sight, the crop protection series by Louise<br />
Labuschagne focuses on sustainable programs to assist in optimum<br />
control above the ground. Sustainability also goes hand in hand<br />
with the vision and hard work <strong>of</strong> Meiny Prins, managing director<br />
<strong>of</strong> Priva, whose accomplishments have been rewarded with the<br />
Businesswoman <strong>of</strong> the Year award.<br />
Sustainability crosses over into logistics under the subject <strong>of</strong><br />
eCommerce since the streamlining <strong>of</strong> shipments is a key outcome<br />
resulting from using this tool. Auctions around the world also<br />
facilit<strong>at</strong>e direct sales and the virtual world is not leaving them<br />
behind; FloraHolland persists in its ambition to strengthen the<br />
marketplace for Europe, a continu<strong>at</strong>ion <strong>of</strong> the Dutch auctions’<br />
long history <strong>of</strong> achievement.<br />
To end <strong>at</strong> the beginning, in the Sunshine St<strong>at</strong>e <strong>of</strong> California, Chris<br />
Beytes has a well-penned article bringing to life the<br />
California <strong>Pack</strong> <strong>Trials</strong>, which, like the auctions,<br />
are another institution th<strong>at</strong> have a long history in<br />
presenting innov<strong>at</strong>ive ideas and quality products.<br />
Anabel Evans, Editor<br />
Col<strong>of</strong>on<br />
Ron van der Ploeg, editor<br />
ron@floracultureintern<strong>at</strong>ional.com<br />
In my opinion<br />
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Italy, Southern France:<br />
Arturo Croci (arturo@floracultureintern<strong>at</strong>ional.com)<br />
Scandinavia: Lotte Bjarke (lotte@floracultureintern<strong>at</strong>ional.com)<br />
LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30<br />
South America: Marta Pizano de Marquez (marta@floracultureintern<strong>at</strong>ional.com)<br />
Horti Tecnia Ltda., Calle 85 No20-25 Of. 202B, Bogotá, Colombia<br />
T (57) 15 30 20 36 F (57) <strong>12</strong> 36 25 54 hortitec@unete.com<br />
Miami: William Armellini(William@floracultureintern<strong>at</strong>ional.com)<br />
USA, Canada, Central America:<br />
Paul Black (pblack@ballpublishing.com) Lucas Nicholas<br />
(lnicholas@ballpublishing.com) Ball Publishing, 622 Town Road,<br />
PO Box 1660, West Chicago, IL 60186, United St<strong>at</strong>es<br />
T(1)6 30 23 13 675 F(1)6 30 23 15 254<br />
Middle East: Eyal Policar (eyal@floracultureintern<strong>at</strong>ional.com)<br />
T (972) 54 42 97 002 F (972) 86 58 19 07<br />
Japan: Eiji Yoshikawa (callems@world.odn.ne.jp)<br />
EMS Inc., 2-22-8 M<strong>at</strong>subara, Setagaya-ku,Tokyo 156-0043, Japan<br />
T (81) 33 32 75 756 F (81) 33 32 27 933<br />
East Africa: David Gray (gray@africaonline.co.ke)<br />
South Africa: Cilla Lowen (cilla@floracultureintern<strong>at</strong>ional.com)<br />
T (27) 22 4857058 F (27) 22 4857415<br />
© 2009 FloraCulture Intern<strong>at</strong>ional magazine. All rights reserved. No portion <strong>of</strong> editorial may<br />
be reproduced in any form without written permission <strong>of</strong> the publisher. Publisher is not liable<br />
for advertisements using illegally obtained images. Send address changes to FloraCulture<br />
Intern<strong>at</strong>ional magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands.<br />
Ron van<br />
der Ploeg<br />
Dennis<br />
Seriese<br />
Claudia<br />
Stokreef<br />
Lotte<br />
Bjarke<br />
Marta Pizanode<br />
Marquez<br />
William<br />
Armellini<br />
Paul<br />
Black<br />
Lucas<br />
Nicholas<br />
Eyal<br />
Policar<br />
Arturo<br />
Croci<br />
Eiji<br />
Yoshikawa<br />
Cilla Lowen<br />
FloraCulture Intern<strong>at</strong>ional (ISSN1051-9076) is published monthly.<br />
Worldwide distribution. ©2009 FloraCulture Intern<strong>at</strong>ional magazine.<br />
All rights reserved. No portion <strong>of</strong> editorial may be reproduced in any<br />
form without written permission <strong>of</strong> the publisher. Publisher is not<br />
liable for advertisements using illegally obtained images. Send address changes to<br />
FloraCulture Intern<strong>at</strong>ional magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.<br />
With compliments<br />
Quality, innov<strong>at</strong>ion, sustainability and logistics are words th<strong>at</strong><br />
<strong>of</strong>ten appear in our editorial. This is a compliment to you, the<br />
floriculture industry; the interviewees and contributors remain<br />
focused on “wh<strong>at</strong> can be” r<strong>at</strong>her than “wh<strong>at</strong> isn’t”. The cut flower<br />
market is difficult, but a glimpse <strong>of</strong> relief is being experienced by<br />
the pot and bedding plant growers with the spring sunshine having<br />
made a well-timed appearance in Europe.<br />
Working backwards in this issue; in East Africa, Ethiopia’s<br />
explosive floriculture growth is being reined back, but in another<br />
snippet <strong>of</strong> news received from David Gray it appears th<strong>at</strong><br />
logistics in East Africa are receiving a boost. He writes th<strong>at</strong> if<br />
infrastructure, communic<strong>at</strong>ions and transport are the key to the<br />
development <strong>of</strong> horticulture and economies in general the news<br />
<strong>of</strong>: new roads linking Addis Ababa with Nairobi; a proposed new<br />
railway line on the Kenyan Coast from Addis Ababa to Lamu; a<br />
new railway line from Tanzania to Uganda; Delta Airlines about<br />
to start direct flights between Nairobi and Atlanta; a deal between<br />
Kenya’s Astral Avi<strong>at</strong>ion and Etihad Crystal Cargo for the Nairobi-<br />
Abu Dhabi route; should all have positive effects on the economic<br />
development <strong>of</strong> East Africa in the medium to long term.<br />
In Taiwan, the presidential opening <strong>of</strong> the Intern<strong>at</strong>ional Orchid<br />
Show is an indic<strong>at</strong>ion in itself about the pride the n<strong>at</strong>ion takes in<br />
its orchid innov<strong>at</strong>ions, in particular for their phalaenopsis exports.<br />
The Breeder Open Days in the Netherlands for the number one in<br />
cut <strong>flowers</strong> were, conversely, very low key; quality is the renowned<br />
selling point, however, especially for those Dutch rose growers<br />
whose existence is being thre<strong>at</strong>ened by current economic conditions.<br />
Quality is also the overwhelming message <strong>of</strong> our substr<strong>at</strong>es<br />
special. The RHP Found<strong>at</strong>ion is guiding the “will to improve” <strong>of</strong><br />
50 affi li<strong>at</strong>ed companies. And where substr<strong>at</strong>es control <strong>of</strong> growth<br />
is hidden from our sight, the crop protection series by Louise<br />
Labuschagne focuses on sustainable programs to assist in optimum<br />
control above the ground. Sustainability also goes hand in hand<br />
with the vision and hard work <strong>of</strong> Meiny Prins, managing director<br />
<strong>of</strong> Priva, whose accomplishments have been rewarded with the<br />
Businesswoman <strong>of</strong> the Year award.<br />
Sustainability crosses over into logistics under the subject <strong>of</strong><br />
eCommerce since the streamlining <strong>of</strong> shipments is a key outcome<br />
resulting from using this tool. Auctions around the world also<br />
facilit<strong>at</strong>e direct sales and the virtual world is not leaving them<br />
behind; FloraHolland persists in its ambition to strengthen the<br />
marketplace for Europe, a continu<strong>at</strong>ion <strong>of</strong> the Dutch auctions’<br />
long history <strong>of</strong> achievement.<br />
To end <strong>at</strong> the beginning, in the Sunshine St<strong>at</strong>e <strong>of</strong> California, Chris<br />
Beytes has a well-penned article bringing to life the<br />
California <strong>Pack</strong> <strong>Trials</strong>, which, like the auctions,<br />
are another institution th<strong>at</strong> have a long history in<br />
presenting innov<strong>at</strong>ive ideas and quality products.<br />
Anabel Evans, Editor<br />
6001554_06_Col<strong>of</strong>on.indd 6 27-04-2009 13:08:58<br />
Editorial & Administr<strong>at</strong>ion Offices<br />
FloraCulture Intern<strong>at</strong>ional B.V.<br />
P.O.Box 82, 1850 AB Heiloo, the Netherlands<br />
T (31) 72 53 23 522 F (31) 72 53 23 521<br />
Circul<strong>at</strong>ion Administr<strong>at</strong>ion: FBW Woerden P.O. Box 6<strong>12</strong>,<br />
3440 AP Woerden, the Netherlands<br />
T (31) 34 84 31 393 F (31) 34 84 32 552 info@fbw-woerden.nl<br />
Editors: Anabel Evans (anabel@floracultureintern<strong>at</strong>ional.com)<br />
Ron van der Ploeg (ron@floracultureintern<strong>at</strong>ional.com)<br />
Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci,<br />
Hans De Vries, David Gray, Kerry Herndon, Helen Moody,<br />
Marie-Françoise Petitjean, Marta Pizano, Leaora Policar, Jennifer White<br />
Founding editor: Debbie Hamrick<br />
Cover: California <strong>Pack</strong> <strong>Trials</strong><br />
Publisher: FloraCulture Intern<strong>at</strong>ional B.V.<br />
(jaap@floracultureintern<strong>at</strong>ional.com)<br />
T (31) 20 61 82 666 F (31) 20 61 81 333<br />
Printer: Hollandia Printing, Heerhugowaard<br />
Designer: Hollandia Media Productions<br />
Cartoonist: Bas Kohler<br />
Advertising Sales Offices<br />
Europe, Africa, Asia/Pacific<br />
Intern<strong>at</strong>ional Accounts Management:<br />
Dennis Seriese (dennis@floracultureintern<strong>at</strong>ional.com)<br />
Angie Duffree (angie@floracultureintern<strong>at</strong>ional.com)<br />
T(31)20 61 82 666 F (31)20 61 81 333 M(31) 62 21 65 220<br />
Office Manager: Claudia Stokreef<br />
(claudia@floracultureintern<strong>at</strong>ional.com)<br />
FloraCulture Intern<strong>at</strong>ional B.V.<br />
P.O. Box 82, 1850 AB Heiloo, the Netherlands<br />
T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450<br />
Italy, Southern France:<br />
Arturo Croci (arturo@floracultureintern<strong>at</strong>ional.com)<br />
Scandinavia: Lotte Bjarke (lotte@floracultureintern<strong>at</strong>ional.com)<br />
LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30<br />
South America: Marta Pizano de Marquez (marta@floracultureintern<strong>at</strong>ional.com)<br />
Horti Tecnia Ltda., Calle 85 No20-25 Of. 202B, Bogotá, Colombia<br />
T (57) 15 30 20 36 F (57) <strong>12</strong> 36 25 54 hortitec@unete.com<br />
Miami: William Armellini(William@floracultureintern<strong>at</strong>ional.com)<br />
USA, Canada, Central America:<br />
Paul Black (pblack@ballpublishing.com) Lucas Nicholas<br />
(lnicholas@ballpublishing.com) Ball Publishing, 622 Town Road,<br />
PO Box 1660, West Chicago, IL 60186, United St<strong>at</strong>es<br />
T(1)6 30 23 13 675 F(1)6 30 23 15 254<br />
Middle East: Eyal Policar (eyal@floracultureintern<strong>at</strong>ional.com)<br />
T (972) 54 42 97 002 F (972) 86 58 19 07<br />
Japan: Eiji Yoshikawa (callems@world.odn.ne.jp)<br />
EMS Inc., 2-22-8 M<strong>at</strong>subara, Setagaya-ku,Tokyo 156-0043, Japan<br />
T (81) 33 32 75 756 F (81) 33 32 27 933<br />
East Africa: David Gray (gray@africaonline.co.ke)<br />
South Africa: Cilla Lowen (cilla@floracultureintern<strong>at</strong>ional.com)<br />
T (27) 22 4857058 F (27) 22 4857415<br />
© 2009 FloraCulture Intern<strong>at</strong>ional magazine. All rights reserved. No portion <strong>of</strong> editorial may<br />
be reproduced in any form without written permission <strong>of</strong> the publisher. Publisher is not liable<br />
for advertisements using illegally obtained images. Send address changes to FloraCulture<br />
Intern<strong>at</strong>ional magazine, P.O.Box 82, 1850 AB Heiloo, theNetherlands.<br />
Ron van<br />
der Ploeg<br />
Dennis<br />
Seriese<br />
Claudia<br />
Stokreef<br />
Lotte<br />
Bjarke<br />
Marta Pizanode<br />
Marquez<br />
William<br />
Armellini<br />
Paul<br />
Black<br />
Lucas<br />
Nicholas<br />
Eyal<br />
Policar<br />
Arturo<br />
Croci<br />
Eiji<br />
Yoshikawa<br />
Cilla Lowen<br />
FloraCulture Intern<strong>at</strong>ional (ISSN1051-9076) is published monthly.<br />
Worldwide distribution. ©2009 FloraCulture Intern<strong>at</strong>ional magazine.<br />
All rights reserved. No portion <strong>of</strong> editorial may be reproduced in any<br />
form without written permission <strong>of</strong> the publisher. Publisher is not<br />
liable for advertisements using illegally obtained images. Send address changes to<br />
FloraCulture Intern<strong>at</strong>ional magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.<br />
With compliments<br />
Quality, innov<strong>at</strong>ion, sustainability and logistics are words th<strong>at</strong><br />
<strong>of</strong>ten appear in our editorial. This is a compliment to you, the<br />
floriculture industry; the interviewees and contributors remain<br />
focused on “wh<strong>at</strong> can be” r<strong>at</strong>her than “wh<strong>at</strong> isn’t”. The cut flower<br />
market is difficult, but a glimpse <strong>of</strong> relief is being experienced by<br />
the pot and bedding plant growers with the spring sunshine having<br />
made a well-timed appearance in Europe.<br />
Working backwards in this issue; in East Africa, Ethiopia’s<br />
explosive floriculture growth is being reined back, but in another<br />
snippet <strong>of</strong> news received from David Gray it appears th<strong>at</strong><br />
logistics in East Africa are receiving a boost. He writes th<strong>at</strong> if<br />
infrastructure, communic<strong>at</strong>ions and transport are the key to the<br />
development <strong>of</strong> horticulture and economies in general the news<br />
<strong>of</strong>: new roads linking Addis Ababa with Nairobi; a proposed new<br />
railway line on the Kenyan Coast from Addis Ababa to Lamu; a<br />
new railway line from Tanzania to Uganda; Delta Airlines about<br />
to start direct flights between Nairobi and Atlanta; a deal between<br />
Kenya’s Astral Avi<strong>at</strong>ion and Etihad Crystal Cargo for the Nairobi-<br />
Abu Dhabi route; should all have positive effects on the economic<br />
development <strong>of</strong> East Africa in the medium to long term.<br />
In Taiwan, the presidential opening <strong>of</strong> the Intern<strong>at</strong>ional Orchid<br />
Show is an indic<strong>at</strong>ion in itself about the pride the n<strong>at</strong>ion takes in<br />
its orchid innov<strong>at</strong>ions, in particular for their phalaenopsis exports.<br />
The Breeder Open Days in the Netherlands for the number one in<br />
cut <strong>flowers</strong> were, conversely, very low key; quality is the renowned<br />
selling point, however, especially for those Dutch rose growers<br />
whose existence is being thre<strong>at</strong>ened by current economic conditions.<br />
Quality is also the overwhelming message <strong>of</strong> our substr<strong>at</strong>es<br />
special. The RHP Found<strong>at</strong>ion is guiding the “will to improve” <strong>of</strong><br />
50 affi li<strong>at</strong>ed companies. And where substr<strong>at</strong>es control <strong>of</strong> growth<br />
is hidden from our sight, the crop protection series by Louise<br />
Labuschagne focuses on sustainable programs to assist in optimum<br />
control above the ground. Sustainability also goes hand in hand<br />
with the vision and hard work <strong>of</strong> Meiny Prins, managing director<br />
<strong>of</strong> Priva, whose accomplishments have been rewarded with the<br />
Businesswoman <strong>of</strong> the Year award.<br />
Sustainability crosses over into logistics under the subject <strong>of</strong><br />
eCommerce since the streamlining <strong>of</strong> shipments is a key outcome<br />
resulting from using this tool. Auctions around the world also<br />
facilit<strong>at</strong>e direct sales and the virtual world is not leaving them<br />
behind; FloraHolland persists in its ambition to strengthen the<br />
marketplace for Europe, a continu<strong>at</strong>ion <strong>of</strong> the Dutch auctions’<br />
long history <strong>of</strong> achievement.<br />
To end <strong>at</strong> the beginning, in the Sunshine St<strong>at</strong>e <strong>of</strong> California, Chris<br />
Beytes has a well-penned article bringing to life the<br />
California <strong>Pack</strong> <strong>Trials</strong>, which, like the auctions,<br />
are another institution th<strong>at</strong> have a long history in<br />
presenting innov<strong>at</strong>ive ideas and quality products.<br />
Anabel Evans, Editor<br />
6001554_06_Col<strong>of</strong>on.indd 6 27-04-2009 13:08:58<br />
Dr. Miguel<br />
Merino-Pacheco<br />
Angie<br />
Duffree<br />
Dr. Sun Jing<br />
Xian<br />
Editorial & Administr<strong>at</strong>ion Offices<br />
FloraCulture Intern<strong>at</strong>ional B.V.<br />
P.O.Box 82, 1850 AB Heiloo, the Netherlands<br />
T (31) 72 53 23 522 F (31) 72 53 23 521<br />
Circul<strong>at</strong>ion Administr<strong>at</strong>ion: FBW Woerden P.O. Box 6<strong>12</strong>,<br />
3440 AP Woerden, the Netherlands<br />
T (31) 34 84 31 393 F (31) 34 84 32 552 info@fbw-woerden.nl<br />
Editors: Anabel Evans (anabel@floracultureintern<strong>at</strong>ional.com)<br />
Ron van der Ploeg (ron@floracultureintern<strong>at</strong>ional.com)<br />
Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci,<br />
Hans De Vries, David Gray, Kerry Herndon, Helen Moody,<br />
Marie-Françoise Petitjean, Marta Pizano, Leaora Policar, Jennifer White<br />
Founding editor: Debbie Hamrick<br />
Cover: California <strong>Pack</strong> <strong>Trials</strong><br />
Publisher: FloraCulture Intern<strong>at</strong>ional B.V.<br />
(jaap@floracultureintern<strong>at</strong>ional.com)<br />
T (31) 20 61 82 666 F (31) 20 61 81 333<br />
Printer: Hollandia Printing, Heerhugowaard<br />
Designer: Hollandia Media Productions<br />
Cartoonist: Bas Kohler<br />
Advertising Sales Offices<br />
Europe, Africa, Asia/Pacific<br />
Intern<strong>at</strong>ional Accounts Management:<br />
Dennis Seriese (dennis@floracultureintern<strong>at</strong>ional.com)<br />
Angie Duffree (angie@floracultureintern<strong>at</strong>ional.com)<br />
T(31)20 61 82 666 F (31)20 61 81 333 M(31) 62 21 65 220<br />
Office Manager: Claudia Stokreef<br />
(claudia@floracultureintern<strong>at</strong>ional.com)<br />
FloraCulture Intern<strong>at</strong>ional B.V.<br />
P.O. Box 82, 1850 AB Heiloo, the Netherlands<br />
T (31)72 53 23 522 F (31) 72 53 23 521 M (31) 63 03 99 450<br />
Italy, Southern France:<br />
Arturo Croci (arturo@floracultureintern<strong>at</strong>ional.com)<br />
Scandinavia: Lotte Bjarke (lotte@floracultureintern<strong>at</strong>ional.com)<br />
LB Text & Idé, Søndervej 10, 8350 Hundslund, Denmark T(45) 21 48 75 30<br />
South America: Marta Pizano de Marquez (marta@floracultureintern<strong>at</strong>ional.com)<br />
Horti Tecnia Ltda., Calle 85 No20-25 Of. 202B, Bogotá, Colombia<br />
T (57) 15 30 20 36 F (57) <strong>12</strong> 36 25 54 hortitec@unete.com<br />
Miami: William Armellini(William@floracultureintern<strong>at</strong>ional.com)<br />
USA, Canada, Central America:<br />
Paul Black (pblack@ballpublishing.com) Lucas Nicholas<br />
(lnicholas@ballpublishing.com) Ball Publishing, 622 Town Road,<br />
PO Box 1660, West Chicago, IL 60186, United St<strong>at</strong>es<br />
T(1)6 30 23 13 675 F(1)6 30 23 15 254<br />
Middle East: Eyal Policar (eyal@floracultureintern<strong>at</strong>ional.com)<br />
T (972) 54 42 97 002 F (972) 86 58 19 07<br />
Japan: Eiji Yoshikawa (callems@world.odn.ne.jp)<br />
EMS Inc., 2-22-8 M<strong>at</strong>subara, Setagaya-ku,Tokyo 156-0043, Japan<br />
T (81) 33 32 75 756 F (81) 33 32 27 933<br />
East Africa: David Gray (gray@africaonline.co.ke)<br />
South Africa: Cilla Lowen (cilla@floracultureintern<strong>at</strong>ional.com)<br />
T (27) 22 4857058 F (27) 22 4857415<br />
Ron van<br />
der Ploeg<br />
Dennis<br />
Seriese<br />
Claudia<br />
Stokreef<br />
Lotte<br />
Bjarke<br />
Marta Pizanode<br />
Marquez<br />
William<br />
Armellini<br />
Paul<br />
Black<br />
Lucas<br />
Nicholas<br />
Eyal<br />
Policar<br />
Arturo<br />
Croci<br />
Eiji<br />
Yoshikawa<br />
Cilla Lowen<br />
FloraCulture Intern<strong>at</strong>ional (ISSN1051-9076) is published monthly.<br />
Worldwide distribution. ©2009 FloraCulture Intern<strong>at</strong>ional magazine.<br />
All rights reserved. No portion <strong>of</strong> editorial may be reproduced in any<br />
form without written permission <strong>of</strong> the publisher. Publisher is not<br />
liable for advertisements using illegally obtained images. Send address changes to<br />
FloraCulture Intern<strong>at</strong>ional magazine, P.O.Box 82,1850 AB Heiloo, the Netherlands.<br />
floriculture industry; the interviewees and contributors remain<br />
focused on “wh<strong>at</strong> can be” r<strong>at</strong>her than “wh<strong>at</strong> isn’t”. The cut flower<br />
market is difficult, but a glimpse <strong>of</strong> relief is being experienced by<br />
the pot and bedding plant growers with the spring sunshine having<br />
made a well-timed appearance in Europe.<br />
Working backwards in this issue; in East Africa, Ethiopia’s<br />
explosive floriculture growth is being reined back, but in another<br />
snippet <strong>of</strong> news received from David Gray it appears th<strong>at</strong><br />
logistics in East Africa are receiving a boost. He writes th<strong>at</strong> if<br />
infrastructure, communic<strong>at</strong>ions and transport are the key to the<br />
development <strong>of</strong> horticulture and economies in general the news<br />
<strong>of</strong>: new roads linking Addis Ababa with Nairobi; a proposed new<br />
railway line on the Kenyan Coast from Addis Ababa to Lamu; a<br />
new railway line from Tanzania to Uganda; Delta Airlines about<br />
to start direct flights between Nairobi and Atlanta; a deal between<br />
Kenya’s Astral Avi<strong>at</strong>ion and Etihad Crystal Cargo for the Nairobi-<br />
Abu Dhabi route; should all have positive effects on the economic<br />
development <strong>of</strong> East Africa in the medium to long term.<br />
In Taiwan, the presidential opening <strong>of</strong> the Intern<strong>at</strong>ional Orchid<br />
Show is an indic<strong>at</strong>ion in itself about the pride the n<strong>at</strong>ion takes in<br />
its orchid innov<strong>at</strong>ions, in particular for their phalaenopsis exports.<br />
The Breeder Open Days in the Netherlands for the number one in<br />
cut <strong>flowers</strong> were, conversely, very low key; quality is the renowned<br />
selling point, however, especially for those Dutch rose growers<br />
whose existence is being thre<strong>at</strong>ened by current economic conditions.<br />
Quality is also the overwhelming message <strong>of</strong> our substr<strong>at</strong>es<br />
special. The RHP Found<strong>at</strong>ion is guiding the “will to improve” <strong>of</strong><br />
50 affi li<strong>at</strong>ed companies. And where substr<strong>at</strong>es control <strong>of</strong> growth<br />
is hidden from our sight, the crop protection series by Louise<br />
Labuschagne focuses on sustainable programs to assist in optimum<br />
control above the ground. Sustainability also goes hand in hand<br />
with the vision and hard work <strong>of</strong> Meiny Prins, managing director<br />
<strong>of</strong> Priva, whose accomplishments have been rewarded with the<br />
Businesswoman <strong>of</strong> the Year award.<br />
Sustainability crosses over into logistics under the subject <strong>of</strong><br />
eCommerce since the streamlining <strong>of</strong> shipments is a key outcome<br />
resulting from using this tool. Auctions around the world also<br />
facilit<strong>at</strong>e direct sales and the virtual world is not leaving them<br />
behind; FloraHolland persists in its ambition to strengthen the<br />
marketplace for Europe, a continu<strong>at</strong>ion <strong>of</strong> the Dutch auctions’<br />
long history <strong>of</strong> achievement.<br />
To end <strong>at</strong> the beginning, in the Sunshine St<strong>at</strong>e <strong>of</strong> California, Chris<br />
Beytes has a well-penned article bringing to life the<br />
California <strong>Pack</strong> <strong>Trials</strong>, which, like the auctions,<br />
are another institution th<strong>at</strong> have a long history in<br />
presenting innov<strong>at</strong>ive ideas and quality products.<br />
Anabel Evans, Editor<br />
6001554_06_Col<strong>of</strong>on.indd 6 27-04-2009 13:08:58<br />
Yutaka<br />
Shirakawa<br />
C<strong>at</strong>herine<br />
Riungu<br />
Editorial & Administr<strong>at</strong>ion Offices<br />
FloraCulture Intern<strong>at</strong>ional B.V.<br />
P.O.Box 82, 1850 AB Heiloo, the Netherlands<br />
T (31) 72 53 23 522 F (31) 72 53 23 521<br />
Circul<strong>at</strong>ion Administr<strong>at</strong>ion: FBW Woerden P.O. Box 6<strong>12</strong>,<br />
3440 AP Woerden, the Netherlands<br />
T (31) 34 84 31 393 F (31) 34 84 32 552 info@fbw-woerden.nl<br />
Editors: Anabel Evans (anabel@floracultureintern<strong>at</strong>ional.com)<br />
Ron van der Ploeg (ron@floracultureintern<strong>at</strong>ional.com)<br />
Editorial team: Edward Bent, Chris Beytes, Lotte Bjarke, Arturo Croci,<br />
Hans De Vries, David Gray, Kerry Herndon, Helen Moody,<br />
Marie-Françoise Petitjean, Marta Pizano, Leaora Policar, Jennifer White<br />
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Cover: California <strong>Pack</strong> <strong>Trials</strong><br />
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With compliments<br />
Quality, innov<strong>at</strong>ion, sustainability and logistics are words th<strong>at</strong><br />
<strong>of</strong>ten appear in our editorial. This is a compliment to you, the<br />
floriculture industry; the interviewees and contributors remain<br />
focused on “wh<strong>at</strong> can be” r<strong>at</strong>her than “wh<strong>at</strong> isn’t”. The cut flower<br />
market is difficult, but a glimpse <strong>of</strong> relief is being experienced by<br />
the pot and bedding plant growers with the spring sunshine having<br />
made a well-timed appearance in Europe.<br />
Working backwards in this issue; in East Africa, Ethiopia’s<br />
explosive floriculture growth is being reined back, but in another<br />
snippet <strong>of</strong> news received from David Gray it appears th<strong>at</strong><br />
logistics in East Africa are receiving a boost. He writes th<strong>at</strong> if<br />
infrastructure, communic<strong>at</strong>ions and transport are the key to the<br />
development <strong>of</strong> horticulture and economies in general the news<br />
<strong>of</strong>: new roads linking Addis Ababa with Nairobi; a proposed new<br />
railway line on the Kenyan Coast from Addis Ababa to Lamu; a<br />
new railway line from Tanzania to Uganda; Delta Airlines about<br />
to start direct flights between Nairobi and Atlanta; a deal between<br />
Kenya’s Astral Avi<strong>at</strong>ion and Etihad Crystal Cargo for the Nairobi-<br />
Abu Dhabi route; should all have positive effects on the economic<br />
development <strong>of</strong> East Africa in the medium to long term.<br />
In Taiwan, the presidential opening <strong>of</strong> the Intern<strong>at</strong>ional Orchid<br />
Show is an indic<strong>at</strong>ion in itself about the pride the n<strong>at</strong>ion takes in<br />
its orchid innov<strong>at</strong>ions, in particular for their phalaenopsis exports.<br />
The Breeder Open Days in the Netherlands for the number one in<br />
cut <strong>flowers</strong> were, conversely, very low key; quality is the renowned<br />
selling point, however, especially for those Dutch rose growers<br />
whose existence is being thre<strong>at</strong>ened by current economic conditions.<br />
Quality is also the overwhelming message <strong>of</strong> our substr<strong>at</strong>es<br />
special. The RHP Found<strong>at</strong>ion is guiding the “will to improve” <strong>of</strong><br />
50 affi li<strong>at</strong>ed companies. And where substr<strong>at</strong>es control <strong>of</strong> growth<br />
is hidden from our sight, the crop protection series by Louise<br />
Labuschagne focuses on sustainable programs to assist in optimum<br />
control above the ground. Sustainability also goes hand in hand<br />
with the vision and hard work <strong>of</strong> Meiny Prins, managing director<br />
<strong>of</strong> Priva, whose accomplishments have been rewarded with the<br />
Businesswoman <strong>of</strong> the Year award.<br />
Sustainability crosses over into logistics under the subject <strong>of</strong><br />
eCommerce since the streamlining <strong>of</strong> shipments is a key outcome<br />
resulting from using this tool. Auctions around the world also<br />
facilit<strong>at</strong>e direct sales and the virtual world is not leaving them<br />
behind; FloraHolland persists in its ambition to strengthen the<br />
marketplace for Europe, a continu<strong>at</strong>ion <strong>of</strong> the Dutch auctions’<br />
long history <strong>of</strong> achievement.<br />
To end <strong>at</strong> the beginning, in the Sunshine St<strong>at</strong>e <strong>of</strong> California, Chris<br />
Beytes has a well-penned article bringing to life the<br />
California <strong>Pack</strong> <strong>Trials</strong>, which, like the auctions,<br />
are another institution th<strong>at</strong> have a long history in<br />
presenting innov<strong>at</strong>ive ideas and quality products.<br />
Anabel Evans, Editor<br />
6001554_06_Col<strong>of</strong>on.indd 6 27-04-2009 13:08:58<br />
Keukenh<strong>of</strong> reached some kind <strong>of</strong> apotheosis last month as the<br />
world’s most famous spring garden became the place to be for anyone<br />
with an interest in lilies. During the opening <strong>of</strong> the Keukenh<strong>of</strong> Lily<br />
Show, the largest lily event in the world, former German speed sk<strong>at</strong>er,<br />
Anni Friesinger, named her own lily.<br />
It was the grand finale <strong>of</strong> no less than fifteen indoor exhibitions,<br />
where pr<strong>of</strong>essional breeders and growers competed for the highest<br />
scores <strong>at</strong> the VKC Quality Competition. This issue fe<strong>at</strong>ures a recap <strong>of</strong><br />
the most important award winning ceremonies <strong>at</strong> the <strong>2011</strong> Keukenh<strong>of</strong>,<br />
which closed its doors on Friday May 20th in a truly festive<br />
mood. Overall, the Dutch spring garden did exceptionally well this<br />
year. “It’s probably one <strong>of</strong> our best <strong>sea</strong>sons ever”, said Keukenh<strong>of</strong>’s<br />
managing director Piet de Vries during a meeting with the press on<br />
Tuesday May 24th. The ‘Germany; Land <strong>of</strong> Poets and Philosophers’<br />
theme was a resounding success <strong>at</strong>tracting an extra 40,000 German<br />
visitors. De Vries especially praised the hard work <strong>of</strong> the bulb industry<br />
th<strong>at</strong> did its utmost to keep the event colourful until the end. A<br />
daunting task, as most tulips had already finished flowering by May<br />
due to the extremely hot spring we<strong>at</strong>her.<br />
The 20<strong>12</strong> Keukenh<strong>of</strong> is set to take place from March 22th to May<br />
20th. The 20<strong>12</strong> theme will be ‘Poland: Home Country <strong>of</strong> Romantic<br />
Chopin’, a tribute not only to the largest country within the European<br />
Union - a growing export market for Dutch cut <strong>flowers</strong> and<br />
bulbs - but also to its 38 million inhabitants <strong>of</strong> which an important<br />
part work in the Dutch bulb industry.<br />
Poland is also an extremely interesting market for Florimex, one <strong>of</strong><br />
the most important and influential floral wholesale companies in<br />
history. Florimex underwent a complete makeover from a Germanybased<br />
wholesaler in Nurnberg, to a Dutch wholesale company<br />
with its headquarters in Aalsmeer. High time for an interview with<br />
Winfried Falk, CFO <strong>of</strong> Florimex new style and sole survivor <strong>of</strong> an<br />
impressive number <strong>of</strong> takeovers. The full interview can be read on<br />
pages 20 to 24.<br />
From Eastern Europe we go to Northern Italy where breeding company<br />
and plug plant producer Andreas Psnenner reports outstanding<br />
results in autom<strong>at</strong>ion. Outstanding results - this time in the field <strong>of</strong><br />
auctioning <strong>of</strong> <strong>flowers</strong> and plants – also came in from Brazil where the<br />
newly opened Veiling Holambra is enjoying an impressive growth.<br />
The Holambra story can be found in our second part <strong>of</strong> Flower Auctions<br />
from Around the World. This series includes company pr<strong>of</strong>iles<br />
<strong>of</strong> the UCFLOR flower wholesale market in San Remo where the<br />
newly appointed Cristina Banaudo faces the double challenge <strong>of</strong> taking<br />
the market to its next stage <strong>of</strong> evolution while safeguarding the<br />
critical mass <strong>of</strong> local flower growers.<br />
To conclude, June is traditionally the month <strong>of</strong> the annual Flower<br />
<strong>Trials</strong> in the Netherlands and Germany. The event is expected to be<br />
bigger than ever with Sion, Morel, Lannes, Rijnplant and Volmary<br />
exhibiting for the first time. From June 14th to 17th, breeders and<br />
young plant distributors will open their doors to show pr<strong>of</strong>essional<br />
visitors the newest varieties in their ranges <strong>of</strong> flowering pot plants,<br />
bedding plants, perennials and cut <strong>flowers</strong>. Wh<strong>at</strong> better way to<br />
celebr<strong>at</strong>e summer’s arrival than by <strong>at</strong>tending these invigor<strong>at</strong>ing Open<br />
Days where you can gain a really good impression <strong>of</strong> each company’s<br />
activitities
Autom<strong>at</strong>ion<br />
Andreas Psenner<br />
e.G. is a leading<br />
breeding company<br />
and plug plant<br />
supplier in<br />
Bozen/Bolzano,<br />
Italy. Innov<strong>at</strong>ive<br />
technology has<br />
always been a<br />
Psenner trademark,<br />
using pioneering<br />
Ellegaard machines<br />
th<strong>at</strong> have set<br />
the standard for<br />
excellence. Its<br />
founder Andreas<br />
Psenner –nicknamed<br />
‘the King <strong>of</strong><br />
Pelargoniumsalways<br />
stayed true<br />
to his desire to do<br />
things differently<br />
while never missing<br />
an opportunity to<br />
improve his plants.<br />
Danish high tech and<br />
Tyrolean thoroughness:<br />
a perfect m<strong>at</strong>ch<br />
Andreas Psenner e. G. is a family<br />
business in the true sense <strong>of</strong> the word.<br />
Left to right Robert, Andreas and<br />
Thomas.<br />
by Ron van der Ploeg<br />
Take the 1994 Ellegaard semi<br />
autom<strong>at</strong>ic ‘substr<strong>at</strong>e pot<br />
machine’, the model th<strong>at</strong><br />
changed young plant growing <strong>at</strong><br />
Psenner forever. Its genius is its simplicity;<br />
a mixture <strong>of</strong> pe<strong>at</strong>, perlite,<br />
fertilizer, wetting agent designed to<br />
suit the needs <strong>of</strong> the bedding plant<br />
drawn by vacuum form a small<br />
hopper into a feed tube surrounded<br />
by biodegradable paper. The paper<br />
tube is filled with media and then<br />
cut to Ellepots in various lengths<br />
and diameters.<br />
Three new Ellegaard<br />
NGL machines<br />
Over the last four years Psenner<br />
has bought three new Ellegaard<br />
NGL machines. “One <strong>of</strong> the major<br />
benefits <strong>of</strong> the high volume NGL<br />
is it’s high capacity <strong>of</strong> 35,000 pots<br />
per hour”, explains 36-year old<br />
Thomas Psenner, the company’s<br />
production manager who received<br />
his educ<strong>at</strong>ion <strong>at</strong> horticultural high<br />
schools in Delft, the Netherlands<br />
and Weihenstephan, Germany.<br />
He adds, “It’s ‘moves’, however, are<br />
slow, tre<strong>at</strong>ing the pe<strong>at</strong> in a gently<br />
way while maintaining the airy<br />
structure. The new NGL’s fe<strong>at</strong>ure<br />
thirteen feed tubes, whereas the<br />
old machine from the nineties had<br />
only two tubes and ran <strong>at</strong> high<br />
speed. Next to the improved pot<br />
quality, the Ellegaard NGL also<br />
<strong>of</strong>fers a higher average life span and<br />
is less noisy. The l<strong>at</strong>ter has been an<br />
important buying criteria as <strong>at</strong> our<br />
premises in Kaltern the machines<br />
are installed right in the heart <strong>of</strong><br />
the company so it’s important th<strong>at</strong><br />
they are not too loud.”<br />
Cost savings<br />
Established in Bozen in 1967,<br />
Andreas Psenner currently has<br />
two premises, the original nursery<br />
in Bozen and a newer nursery in<br />
Kaltern covering together an area <strong>of</strong><br />
42,000 m 2 for rooting young (bedding<br />
plants and Poinsettia) plants.<br />
“We have two establishments and<br />
Ellepots, n<strong>at</strong>urally, are needed <strong>at</strong><br />
both facilities. We decided to also<br />
install the new NGL machine in<br />
Kaltern, loc<strong>at</strong>ed 20km south <strong>of</strong><br />
Bozen so it is no longer necessary<br />
to travel to and fro with the risk <strong>of</strong><br />
8 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
The media can be made to meet<br />
the demand <strong>of</strong> the grower. If<br />
necessary, you can change the<br />
substr<strong>at</strong>e every 200 trays. “For<br />
some companies this can represent<br />
a major advantage but as for<br />
Psenner we have been able to find<br />
2 mixes suitable for most <strong>of</strong> our<br />
crops. In summer, when kicking<br />
<strong>of</strong>f Poinsettia production we need<br />
a mix with a lower w<strong>at</strong>er retention<br />
because we are w<strong>at</strong>ering more. In<br />
winter, for our bedding plants, we<br />
use a mixture with a somewh<strong>at</strong><br />
more dense structure so we can root<br />
our Pelargonium, Bidens and other<br />
bedding plants easily.”<br />
At Psenner’s the Ellegaard machines<br />
are oper<strong>at</strong>ional during the whole<br />
week. “During the peak sales<br />
<strong>sea</strong>son we receive large shipments<br />
<strong>of</strong> cutting from our stockplant<br />
facilities in Sardinia and Israel from<br />
Wednesday to Friday. With all machines<br />
together, we reach an output<br />
<strong>of</strong> around 100,000 pots per hour.”<br />
Overall, Psenner has an output <strong>of</strong><br />
15 million young plants per year<br />
<strong>of</strong> which <strong>12</strong> million account for<br />
Pelargonium. The remaining 3 million<br />
plants represent mainly Proven<br />
Winner products such as Lobularia<br />
Snow Princess, Petunia Veranda<br />
and Euphorbia Diamond Frost.<br />
quality loss to the substr<strong>at</strong>e pots”,<br />
says Thomas who runs the family<br />
business together with his f<strong>at</strong>her<br />
and company founder Andreas and<br />
his brother Robert.<br />
Thomas outlines th<strong>at</strong> purchasing<br />
Ellegaard machines has been a huge<br />
investment as all growing techniques<br />
needed to be adapted. But<br />
the introduction <strong>of</strong> the Ellegaard<br />
machines – with an estim<strong>at</strong>ed<br />
return <strong>of</strong> investment <strong>of</strong> four years<br />
- has improved Psenner’s product<br />
quality and saved up to 50 percent<br />
<strong>of</strong> labour costs per year. “Previously,<br />
we had four people working in our<br />
potting department while today<br />
only two oper<strong>at</strong>ors are needed for<br />
two machines. In the early morning<br />
hours, we fill the machine with<br />
pe<strong>at</strong>, trays and paper, <strong>at</strong> 10 o’ clock<br />
c<strong>of</strong>fee break and <strong>at</strong> midday we<br />
refill the necessary m<strong>at</strong>erial. The<br />
machine has been designed to run<br />
Ellegaard’s NGL<br />
machine has a<br />
capacity <strong>of</strong> 35,000<br />
pots per hour.<br />
autonomously for two hours. In<br />
addition, we have an autom<strong>at</strong>ic tray<br />
loading system from LogicsAgro<br />
putting the finished trays autom<strong>at</strong>ically<br />
on the moving benches<br />
to store them in the warehouse.<br />
When needed, they are pulled out<br />
autom<strong>at</strong>ically for planting.”<br />
Ellepots<br />
Psenner has moved all its production<br />
in Ellepots allowing a quick<br />
planting <strong>of</strong> 25 and 35 mm pots<br />
with optimum air filled porosity.<br />
“Ellepots <strong>of</strong>fer us a lot <strong>of</strong> flexibility<br />
when it comes to the growing media”,<br />
stresses Thomas. He continues,<br />
“We can now decide our own<br />
structure which is much s<strong>of</strong>ter than<br />
Jiffy and Preforma plugs. Rooting<br />
results are therefore excellent. Another<br />
advantage is th<strong>at</strong> we use TEA<br />
transplanters and Ellepots perfectly<br />
m<strong>at</strong>ch with this system.”<br />
High customer<br />
s<strong>at</strong>isfaction<br />
Italy has earned a strong reput<strong>at</strong>ion<br />
in agricultural machinery, the<br />
choice for a Danish manufacturer,<br />
however, was not difficult, says<br />
Thomas. “Ellegaard has reached<br />
high levels <strong>of</strong> customer s<strong>at</strong>isfaction<br />
among its industry peers. Ellegaard<br />
>>><br />
Bird’s eye view <strong>of</strong> the company’s headquarters in Bolzano.<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 9
Autom<strong>at</strong>ion<br />
Photo: Helen Moody<br />
<strong>of</strong>fers an annual service contract.<br />
When spare parts are needed they<br />
deliver them within 24 hours. The<br />
company really <strong>of</strong>fers an outstanding<br />
service.”<br />
The preference for a Danish manufacturer<br />
is due to the guaranteed<br />
long lasting, trustworthy quality.<br />
“Thanks to the annual inspection<br />
you normally don’t have any<br />
problems during the peak sales<br />
<strong>sea</strong>son which is crucial for us,” says<br />
Thomas. He adds, “Just imagine<br />
40 people planting cuttings and a<br />
major break down <strong>of</strong> the machinery<br />
occurs . Having 40 workers waiting<br />
for one hour would be something<br />
really problem<strong>at</strong>ic. With three machines<br />
there is some over capacity,<br />
but the continu<strong>at</strong>ion <strong>of</strong> the production<br />
process is guaranteed, even if<br />
one machine does break down.”<br />
Psenner: ‘The King <strong>of</strong> Pelargoniums’<br />
beauty. So actually we can <strong>of</strong>fer<br />
best <strong>of</strong> both worlds”, jokes Thomas.<br />
“A good quality substr<strong>at</strong>e pot,<br />
however, is fundamental. An uneven<br />
quality will lead to a saleable<br />
product <strong>of</strong> inferior quality. By using<br />
st<strong>at</strong>e <strong>of</strong> the art machinery, you cut<br />
out the risk <strong>of</strong> bad products.”<br />
Being loc<strong>at</strong>ed in South Tyrol means<br />
th<strong>at</strong> Psenner is right in the heart <strong>of</strong><br />
its market. “Up to 80% <strong>of</strong> our business<br />
is done in Italy, with strong<br />
sales including the area south <strong>of</strong><br />
Rome. Further south, sales highly<br />
depend on the we<strong>at</strong>her during winter<br />
time. Mild winters in the south<br />
mean th<strong>at</strong> all plants will survived<br />
and th<strong>at</strong> sales will be down by<br />
30%”, explains Thomas.<br />
Commenting on this year’s bedding<br />
plant sales <strong>sea</strong>son, Thomas says it<br />
started early and was ‘quiet ok’.<br />
“Also ok in the sense th<strong>at</strong> we had<br />
the best young plants ever. Overall,<br />
our clients noticed th<strong>at</strong> our production<br />
this year was much more<br />
uniform with pots fe<strong>at</strong>uring the<br />
same density <strong>of</strong> plant growth. The<br />
Ellepot is not too s<strong>of</strong>t nor to hard<br />
and holds the same amount <strong>of</strong> w<strong>at</strong>er<br />
and will kick <strong>of</strong>f growing in the<br />
consumer’s garden immedi<strong>at</strong>ely.”<br />
Meanwhile, Thomas foresees a<br />
good future for exports <strong>of</strong> young<br />
plants ‘Made in South Tyrol’. “This<br />
year exports have been really on the<br />
up with increased sales to Germany,<br />
France and UK. South Tyrol is<br />
one <strong>of</strong> Europe’s sunniest spots in<br />
winter. This, together with our long<br />
standing tradition in young plant<br />
production and commitment to the<br />
industry helps us to make young<br />
plants which are export worthy and<br />
Ellegaard machines will help us to<br />
conquer new markets”, concludes<br />
Th o m a s ||| .<br />
South Tyrol<br />
Psenner has its headquarters in<br />
Italy’s sole autonomous region <strong>of</strong><br />
South Tyrol (comprising the twin<br />
provinces <strong>of</strong> Trentino and Alto<br />
Adige), th<strong>at</strong> was ceded to Italy after<br />
World War I, but where language,<br />
food and architecture retain a<br />
strong Germanic flavour. “Germans<br />
pride themselves on their thoroughness<br />
(Gründlichkeit), ambition and<br />
competitiveness are expected in<br />
the workplace. While Italians are<br />
renowned for the sense for style and<br />
Ellepots <strong>of</strong>fer a lot <strong>of</strong> flexibility when it comes to the growing media (Photo: Helen Moody).<br />
Photo: Helen Moody<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 11
<strong>Trials</strong><br />
The <strong>2011</strong> European<br />
Spring <strong>Pack</strong><br />
<strong>Trials</strong> showcasing<br />
breeding companies'<br />
ornamental<br />
assortments and<br />
new introductions<br />
were held in the<br />
Netherlands on<br />
Wednesday 27th,<br />
Thursday 28th and<br />
Friday 29th April<br />
<strong>2011</strong>.<br />
by Jaap N. Kras<br />
<strong>2011</strong> European<br />
Spring <strong>Pack</strong> <strong>Trials</strong><br />
Spring is the perfect time to<br />
demonstr<strong>at</strong>e new bedding<br />
plant varieties in their optimum<br />
condition - in ‘packs’ or pots<br />
- and to demonstr<strong>at</strong>e fe<strong>at</strong>ures such<br />
as earliness and plant development.<br />
Spring <strong>Trials</strong> are the ideal opportunity<br />
for breeders to introduce their<br />
new varieties to their customers<br />
- distribution companies and large<br />
plug producers.<br />
ABZ Seeds, Goldsmith Seeds/<br />
Syngenta Flowers, Hem Genetics,<br />
Moerheim New Plant, Pan<br />
American Seed/Kieft-Pro-Seeds<br />
and Takii/Sahinparticip<strong>at</strong>ed in<br />
the <strong>2011</strong> edition <strong>of</strong> the European<br />
Spring <strong>Pack</strong> <strong>Trials</strong> and opened their<br />
doors showcasing their existing<br />
assortment and novelties for the<br />
coming <strong>sea</strong>son.<br />
The we<strong>at</strong>her in the Netherlands<br />
has been fantastic since early<br />
March. Attending this Open Days<br />
eventwas a real pleasure with all the<br />
companies showing their best side.<br />
Visitors were warmly welcomed<br />
and guided around the stunning<br />
displays <strong>of</strong> mainly seed-raised<br />
ornamentals. Where in the past<br />
the <strong>Pack</strong> <strong>Trials</strong> were field trials in<br />
the true sense <strong>of</strong> the word, today<br />
the event is held under the ro<strong>of</strong> <strong>of</strong><br />
greenhouses.<br />
The new series and single varieties<br />
presented were overwhelming<br />
and it is impossible to sum up all<br />
sens<strong>at</strong>ional newcomers, colours and<br />
series. Here is just a short impression.<br />
For more inform<strong>at</strong>ion see the<br />
companies impressive c<strong>at</strong>alogues or<br />
visit their comprehensive websites<br />
<strong>of</strong>fering the possibility for direct<br />
ordering. |||<br />
Hem Genetics<br />
“We have a wide assortment <strong>of</strong> flower seeds, as many annuals F 1 hybrids,<br />
veget<strong>at</strong>ively propag<strong>at</strong>ed pots and bedding plants”, says Jan Sijm, re<strong>sea</strong>rch<br />
director <strong>at</strong> Hem Genetics. “Our assortment represents nearly all important<br />
bedding plants with a special focus on Petunia, Dianthus (D. chinensis and<br />
D. interspecific) and Viola (Viola cornuta). Our new Antirrhinum majus,a<br />
new salmon variety in our compact and early Dianthus Diana series and<br />
a the new bush-type sweet pea L<strong>at</strong>hyrus odor<strong>at</strong>us Villa Roma deserve a<br />
special mention. Our aim is breeding plants th<strong>at</strong> can be grown environmentally<br />
friendly, with no or less chemical tre<strong>at</strong>ments and low energy demand.<br />
A compact growth habit is one <strong>of</strong> the criteria to double check when<br />
it comes to breeding. Although we sell worldwide, most <strong>of</strong> our customers<br />
come from the USA and Northern, Eastern and Central Europe”, says Sijm.<br />
He continues, “Our policy is to stay an independent player in the market,<br />
where many others have merged or have been taken over. Hem Genetics<br />
<strong>of</strong>fers a perfect altern<strong>at</strong>ive for those clients who don’t want to buy from a<br />
multin<strong>at</strong>ional. Recently we have welcomed young newcomers in our team.<br />
Our continuity as family business seems secured for the future.”<br />
www.hemgenetics.com<br />
Jan Sijm, re<strong>sea</strong>rch director <strong>at</strong> Hem Genetics.<br />
ABZ Seeds<br />
Specialised in strawberries, ABZ Seeds showed<br />
their hanging baskets with early and compactstrawberries<br />
bearing pink to red hued <strong>flowers</strong><br />
<strong>flowers</strong> and tasty fruits.<br />
www.abz-strawberry.com<br />
Moerheim New Plant<br />
Moerheim New Plant informed its customers about the new arrivals in its<br />
famous Suntory collection.New colours have been added to Surfinia, Ipomoea,<br />
Petunia and Sundaville. New are Sundaville Super Dark Red, Super<br />
Red, Rose Star and Super Pink.<br />
www.suntorycollection.info<br />
<strong>12</strong> www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Goldsmith Seeds /<br />
Syngenta Flowers<br />
Goldsmith/Syngenta Flowers presented a wide range<br />
<strong>of</strong> seed-raised and veget<strong>at</strong>ive ornamentals. Despite<br />
the early <strong>sea</strong>son, the company succeeded in showing a<br />
completely new assortment <strong>of</strong> Cyclamen persicum. A<br />
good choice now th<strong>at</strong> Cyclamen seems on its way to a<br />
wonderful comeback in popularity in Western Europe.<br />
Also on display were new varieties <strong>of</strong> Ranunculus,<br />
Cineraria, Viola,Petunia (grandiflora and multiflora),<br />
Begonia, Osteospernum, Tagetus and Dianthus (barb<strong>at</strong>us<br />
and chinensis).<br />
www.syngenta-<strong>flowers</strong>.com<br />
PanAmerican Seed/Kieft-Pro-Seeds<br />
Together with its mother company Ball, PanAmerican Seed/ Kieft-Pro-<br />
Seeds is one <strong>of</strong> the world’s largest breeding companies when it comes to seed<br />
raised annuals. Pan American Seeds presented annuals and cut <strong>flowers</strong> with<br />
novelties in Osteospermum, Viola and Portulaca. Kieft/ Pro-Seeds represents<br />
a brand for seed raised perennials, bi annuals and specialty crops. New is<br />
PanAm’s Gaillardia Mesa Series fe<strong>at</strong>uring beautiful bicolour varieties, new<br />
Gypsophila varieties (‘Pixie Splash’) and new additions to the Celosia Bombay<br />
series. Together with its new partner Kieft, Pan American Seeds have<br />
introduced over 100 new varieties to the market. In the evening, a party was<br />
thrown for Mr Kees van Diepen who will be leaving the company.<br />
www.panamseed.com, www.wave-rave.com, www.Kieft-Pro-Seeds.com)<br />
Plentifall, the new trailing pansy <strong>of</strong> PanAmerican Seed.<br />
Takii/Sahin<br />
Our last stop was <strong>at</strong> Takii’s, a renowned<br />
Japanese breeding company<br />
with a strong brand name in Europe.<br />
Takii has won this year’s FleuroSelect<br />
Gold Medal for its Salvia coccinea<br />
and Alcea ro<strong>sea</strong>. Also <strong>at</strong> Takii the<br />
present<strong>at</strong>ion <strong>of</strong> new varieties was overwhelming<br />
and impressive. In addition<br />
to the two Gold Medal winners,new<br />
introductions were shown in the<br />
Begonia semperflorens series Monza<br />
and Havana, a double flowered, very<br />
compact new Brassica oleracea ‘Song<br />
Bird’, a light and dark coloured Viola<br />
cornuta ‘Super Sky Blue’ and ‘Super<br />
Purple Face’ and a new deep red<br />
Gerbera jamesonii ‘Royal Red’.<br />
www.takii.eu<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 13
Re<strong>sea</strong>rch/breeding<br />
Financially backed<br />
by the American<br />
Floral Endowment<br />
(www.endowment.org),<br />
the Department<br />
<strong>of</strong> Horticulture <strong>of</strong><br />
Michigan St<strong>at</strong>e<br />
University has carried<br />
out re<strong>sea</strong>rch into<br />
various aspects <strong>of</strong><br />
freezing tolerance<br />
and horticultural<br />
performance <strong>of</strong><br />
transgenic Petunia<br />
plants.<br />
Genetic approaches<br />
to improve cold<br />
tolerance <strong>of</strong> Petunia<br />
by Ryan M. Warner*<br />
The objectives <strong>of</strong> this re<strong>sea</strong>rch<br />
were to evalu<strong>at</strong>e freezing<br />
tolerance and horticultural<br />
performance <strong>of</strong> transgenic Petunia<br />
plants expressing the CBF3 gene<br />
from Arabidopsis and to evalu<strong>at</strong>e<br />
freezing tolerance <strong>of</strong> wild rel<strong>at</strong>ive<br />
Petunia species as potential genetic<br />
sources <strong>of</strong> improved cold tolerance<br />
Developing frost-tolerant bedding<br />
plants will help to expand<br />
the early spring and fall bedding<br />
plant markets. Unfortun<strong>at</strong>ely, few<br />
bedding plant crops are strongly<br />
frost-tolerant, limiting the crops<br />
available for early spring and fall<br />
sales. Freezing tolerance <strong>of</strong> many<br />
species increases following exposure<br />
to low, non-freezing temper<strong>at</strong>ures,<br />
through a process termed “cold acclim<strong>at</strong>ion”.<br />
A group <strong>of</strong> rel<strong>at</strong>ed genes<br />
(called “CBF” genes) have been<br />
identified as important regul<strong>at</strong>ors <strong>of</strong><br />
this process.<br />
M<strong>at</strong>erials and methods<br />
As for the influence <strong>of</strong> altered CBF<br />
expression on stress tolerance, we<br />
developed transgenic Petunia lines<br />
constitutively expressing the CBF3<br />
gene from Arabidopsis. Freezing<br />
tolerance was evalu<strong>at</strong>ed using an<br />
electrolyte leakage assay, which<br />
estim<strong>at</strong>es cellular damage due to<br />
freezing temper<strong>at</strong>ure exposure,<br />
either without cold acclim<strong>at</strong>ion<br />
(plants grown <strong>at</strong> 68ºF), or after cold<br />
acclim<strong>at</strong>ion (plants grown <strong>at</strong> 68ºF,<br />
then exposed to 59ºF for one week,<br />
50ºF for one week, and then 37ºF<br />
for three days).<br />
Also wild Petunia species as genetic<br />
sources <strong>of</strong> stress tolerance have been<br />
evalu<strong>at</strong>ed. Freezing tolerance <strong>of</strong><br />
Petunia axillaris (two accessions),<br />
P. exserta and P. integrifolia was<br />
evalu<strong>at</strong>ed with or without cold acclim<strong>at</strong>ion<br />
as described above.<br />
14 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Results<br />
Plants th<strong>at</strong> constitutively expressed<br />
the AtCBF3 gene were more freezing<br />
tolerant than wild type Petunia<br />
‘Mitchell’, both before and after<br />
cold acclim<strong>at</strong>ion (Figure 1). In the<br />
absence <strong>of</strong> cold acclim<strong>at</strong>ion, wild<br />
type plants had an EL50 temper<strong>at</strong>ure<br />
(the temper<strong>at</strong>ure resulting in<br />
severe damage to cellular membranes)<br />
<strong>of</strong>-1.4ºC (29.5ºF). In contrast,<br />
the transgenic lines expressing<br />
AtCBF3 had non-acclim<strong>at</strong>ed EL50<br />
ranging from -5.5 to -6.5ºC (22 to<br />
20ºF). Following cold acclim<strong>at</strong>ion,<br />
plants had a further increase in<br />
freezing tolerance. Following cold<br />
acclim<strong>at</strong>ion, freezing tolerance <strong>of</strong><br />
wild type plants increased to -6.5ºC<br />
(20ºF), while freezing tolerance <strong>of</strong><br />
plants expressing AtCBF3 had an<br />
additional increase, ranging from<br />
-7.3ºC to -8.7ºC (18.9 to 16.3ºF).<br />
In addition to improving freezing<br />
tolerance, constitutive expression <strong>of</strong><br />
AtCBF3, also resulted in dwarfism<br />
and delayed flowering (Figure 2).<br />
The dwarfism may be desirable and<br />
reduce the need for PGRs, though<br />
clearly the delay in flowering in<br />
undesirable.<br />
The CBF genes have also been<br />
shown to improve drought tolerance<br />
in several crops. However,<br />
preliminary experiments did not<br />
reveal any improvement in drought<br />
tolerance <strong>of</strong> petunia (d<strong>at</strong>a not<br />
shown).<br />
Wild species varied in freezing<br />
tolerance following, but not before,<br />
cold acclim<strong>at</strong>ion. Without cold<br />
acclim<strong>at</strong>ion, all species had EL50<br />
values around -2ºC (28.4ºF). However,<br />
following cold acclim<strong>at</strong>ion,<br />
freezing tolerance varied considerably,<br />
with Petunia exserta the least<br />
freezing tolerant, and P. axillaris<br />
accession 28548 exhibiting the<br />
gre<strong>at</strong>est freezing tolerance (Figure<br />
3), which is gre<strong>at</strong>er than Petunia<br />
hybrida.<br />
Impact to the industry<br />
This re<strong>sea</strong>rch has identified<br />
potential genetic sources for the<br />
improvement <strong>of</strong> frost tolerance in<br />
Petunia, either through traditional<br />
breeding approaches utilizing P. axillaris<br />
germplasm with superior cold<br />
acclim<strong>at</strong>ion ability, or through the<br />
transgenic approach <strong>of</strong> manipul<strong>at</strong>ing<br />
expression <strong>of</strong> “CBF” genes.<br />
Identifying genetic sources for<br />
improving stress tolerance <strong>of</strong><br />
Petunia can benefit not only<br />
floriculture breeding companies<br />
but also consumers by developing<br />
stress-tolerant crops. Development<br />
<strong>of</strong> more cold-tolerant bedding plant<br />
species will increase the diversity <strong>of</strong><br />
crops available for early spring or<br />
fall sales. |||<br />
* Ryan M. Warner is Assistant Pr<strong>of</strong>essor<br />
<strong>at</strong> the Department <strong>of</strong> Horticulture<br />
A234 Plant and Soil Sciences Michigan<br />
St<strong>at</strong>e University.<br />
warnerry@msu.edu<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 15
World News<br />
WITH US<br />
Sion Young<br />
Plants makes<br />
its debut <strong>at</strong><br />
Flower <strong>Trials</strong><br />
Particip<strong>at</strong>ing for<br />
the first time in<br />
the Flower <strong>Trials</strong>,<br />
Sion Young Plants will open<br />
its doors from June 14th to<br />
June 18th , giving industry<br />
pr<strong>of</strong>essionals the opportunity to<br />
see inside one <strong>of</strong> the world’s largest<br />
Phalaenopsis young plant nurseries.<br />
The Open Days will run from 8:00<br />
am to 17:00 pm , with a wide range<br />
<strong>of</strong> flowering pot Phalaenopsis. In<br />
the 8ha greenhouse facilities in<br />
De Lier (<strong>of</strong> which 2.5 ha<br />
is in use for young plant<br />
production) pr<strong>of</strong>essional<br />
growers, buyers, retail<br />
represent<strong>at</strong>ives, florists<br />
and journalists can see<br />
more than 150 varieties <strong>of</strong><br />
potted Phalaenopsis in full<br />
bloom.<br />
Sion Young Plants, with annual<br />
sales <strong>of</strong> 22 million Phalaenopsis young<br />
plants, specialises in exotic novelties. “Obviously<br />
we also need the mainstream white and pink varieties grown<br />
by the our business alliance Sion-Bremkes”, says company<br />
owner and managing director Eric Moor. He adds, “To <strong>at</strong>tract<br />
new customers, however, Sion needs varieties which are really<br />
new and has therefore signed a contract with the Taiwanese<br />
FCI_Stopper_178x<strong>12</strong>4.p1.pdf 1 31-03-11 10:50<br />
orchid labs Clone and Green Culture.” |||<br />
From 14 to 18 June<br />
Flower<strong>Trials</strong>@Sion<br />
Every day from Tuesday 14 to<br />
S<strong>at</strong>urday 18 June, you are very<br />
welcome to visit us between 8am<br />
and 5pm, S<strong>at</strong>urday until <strong>12</strong>.30pm.<br />
We have over 150 floral varieties.<br />
See you <strong>at</strong> Flower<strong>Trials</strong>@Sion!<br />
www.sion.eu<br />
FloraCulture<br />
intern<strong>at</strong>ionalises<br />
your future...<br />
www.floracultureintern<strong>at</strong>ional.comom<br />
Connected To N<strong>at</strong>ure<br />
FCI_Stopper_178x<strong>12</strong>4.indd 1 05-05-2009 09:08:15
Dutch Comfort<br />
by Jaap N. Kras<br />
Shrimps<br />
Germany<br />
Herkuplast<br />
launches new<br />
seed trays<br />
Germany-based Herkuplast Kubern GmbH, a<br />
premier supplier <strong>of</strong> manufacturer <strong>of</strong> Quick-<br />
Pot and HerkuPak trays, today announced it<br />
has launched three new types <strong>of</strong> seed trays.<br />
These trays have been developed in close<br />
cooper<strong>at</strong>ion with leading plant propag<strong>at</strong>ing<br />
companies in Holland and the UK.<br />
Some growers wanted to replace existing EPS<br />
trays, others wanted to replace their existing trays<br />
in order to improve autom<strong>at</strong>ion.<br />
The trays are made from recycled plastics and<br />
manufactured using power gener<strong>at</strong>ed from<br />
voltaic solar cells. HerkuPlast Kubern GmbH is<br />
recognised as one <strong>of</strong> the most environmentally<br />
friendly manufacturers in the industry and using<br />
Herkuplast trays is a good way to reduce plant<br />
producers CFP (carbon footprint).<br />
The new trays are manufactured to very precise<br />
standards.<br />
• 264, 360 and 480 cell form<strong>at</strong>s available.<br />
• Danish size.<br />
• V shaped, conical cells for easy plug extraction.<br />
• Angled sticky label area on the outer edge <strong>of</strong><br />
the tray (makes scanning easier when the trays<br />
are on a CC trolley).<br />
• Destacking lugs built into the outer edge <strong>of</strong> the<br />
tray instead <strong>of</strong> in the cell, resulting in a more<br />
uniform plant.<br />
• Available in one way, medium and long life<br />
qualities.<br />
• Available in black and black/white.<br />
Other colours available on request.<br />
• Corresponding push out pl<strong>at</strong>es available.<br />
For free samples: export@herkuplast.com |||<br />
In Western Europe, people love to e<strong>at</strong> shrimps. In the past, due to market<br />
pressure, the fishermen decided to specialise. Some opted for the c<strong>at</strong>ch <strong>of</strong><br />
mussels and herring while others focused on fl<strong>at</strong> fish or eels. The equipment<br />
on board the vessels didn’t allow the fishermen to switch to another type <strong>of</strong><br />
fish unless high investments were made.<br />
Europe’s fishing rules and regul<strong>at</strong>ions are very strict. The EU intends to<br />
establish a network <strong>of</strong> marine protected areas by 20<strong>12</strong>, the so-called European<br />
Marine Sites (EMS’s). This ecological network will protect the diverse<br />
habit<strong>at</strong>s and species in EU w<strong>at</strong>ers. These are closed and restricted areas were<br />
fishing is not allowed to prevent overfishing.<br />
For the past five weeks, the Dutch shrimp fishers have been on strike, refusing<br />
to take their bo<strong>at</strong>s out to <strong>sea</strong>. The price for the shrimps is too low, while<br />
the costs are too high. Their single option is to sail further away from the<br />
traditional c<strong>at</strong>ching grounds. This will cost them a fortune as gasoline<br />
prices are skyrocketing and sales are too fl<strong>at</strong> to gener<strong>at</strong>e enough income.<br />
The fishermen, on average receive € 1.40 for a kilo <strong>of</strong> shrimps, while they<br />
claim their costs are <strong>at</strong> least € 2.40 per kilo.<br />
In Western Europe, we have around 100 shrimp fishermen and not more<br />
than seven wholesalers (<strong>of</strong> which two have an 80% market share). Moreover,<br />
there is a powerful retail sector th<strong>at</strong> dict<strong>at</strong>es the consumer prices. If we look<br />
<strong>at</strong> the average prices: the fisherman is <strong>of</strong>fered € 1.40, the wholesaler receives<br />
€ 5.50 and the retailer asks the consumer € 11.95 per kilo.<br />
The first question th<strong>at</strong> arises is: Why is it th<strong>at</strong> the fisherman doesn’t receive<br />
€ 2.40 per kilo if the consumer is willing to pay € 11.95 per kilo Unluckily,<br />
fishermen are unable to join forces and force the wholesaler to pay more<br />
than the € 1.40.<br />
Over the last weeks, the price <strong>of</strong> shrimps has risen to € 1.80 with the<br />
fishermen st<strong>at</strong>ing th<strong>at</strong> they are currently only selling deep frozen shrimps<br />
from storage Every farmer knows this is bullshit. There are definitely some<br />
fishermen who show less solidarity and continue fishing. Wh<strong>at</strong> if the price<br />
surpasses the production costs Then, the market will quickly be overloaded<br />
and consequently prices will drop. Chrysanthemum and lily prices are rel<strong>at</strong>ively<br />
good this year. And the buzzword <strong>of</strong> the moment is ‘expansion’, even<br />
if many growers are still bound to debt and bank payments.<br />
The remarkable thing is th<strong>at</strong> the shrimp fishers had negoci<strong>at</strong>ions a few years<br />
ago and agreed not to sell under a certain price.<br />
The first agriculture crises since Napoleon, led to found<strong>at</strong>ion <strong>of</strong> welfare<br />
organis<strong>at</strong>ions: the poor farmers did not have food so we brought them food.<br />
In the 1880s the world again struggled under an agriculture crises and we<br />
learned th<strong>at</strong> if fishermen are hungry, do not feed them but give them a angle.<br />
The 1930s have seen new agriculture crisis laws with minimum prices for<br />
farmers which today is still the basis <strong>of</strong> our EU agriculture tre<strong>at</strong>y. Currently<br />
there is a change in the EU policy towards direct farmer support as a farmer<br />
with a minimum production price produces too much and disturbs the<br />
market.<br />
A market problem can only be solved in the market. Cooper<strong>at</strong>ion is the key<br />
word with very strong controlling bodies to prevent false competition on<br />
both the production (over fishing, infringing rules) and the whole sale side.<br />
Jaap N. Kras<br />
jaap@floracultureintern<strong>at</strong>ional.com<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 17
SPECIALIST POT PLANT & CUT FLOWER VARIETIES<br />
OPEN DAYS<br />
June 14th - June 17th, <strong>2011</strong><br />
8 a.m. till 5 p.m.<br />
participant <strong>of</strong> the Flower <strong>Trials</strong><br />
Mijnsherenweg 15 • 1424 CA De Kwakel, Holland • T +31 (0)297 38 20 38<br />
F +31 (0)297 38 20 20 • info@hilverdakooij.nl • www.hilverdakooij.nl<br />
Hilverdakooij_178x<strong>12</strong>4.indd 1 25-05-11 09:37<br />
649xxx_ad_FCI_178x<strong>12</strong>4_24_mei.indd 1 24-05-11 16:<strong>12</strong>
World News<br />
by Arturo Croci<br />
Buongiorno!<br />
France<br />
PVR applic<strong>at</strong>ions<br />
<strong>at</strong> all-time high<br />
During the first three months <strong>of</strong> the year <strong>2011</strong>,<br />
the Community Plant Variety Office CPVO<br />
received 834 applic<strong>at</strong>ions for Community plant<br />
variety rights out <strong>of</strong> which 343 (41%) were<br />
filed for varieties <strong>of</strong> ornamentals, 267 (32%)<br />
for agricultural crops, 172 (21%) for vegetables,<br />
and 52 (6%) for fruit. The total number <strong>of</strong><br />
applic<strong>at</strong>ions for the first quarter is the highest<br />
ever received.<br />
In 2008, the year the Office received the highest<br />
annual number <strong>of</strong> applic<strong>at</strong>ions, “only” 700<br />
applic<strong>at</strong>ions were submitted by the end <strong>of</strong> March.<br />
Ornamentals, usually counting for <strong>at</strong> least half <strong>of</strong> all<br />
applic<strong>at</strong>ions have a lower share than expected; by<br />
contrast, applic<strong>at</strong>ions for agricultural and vegetable<br />
varieties are scoring high. |||<br />
United St<strong>at</strong>es<br />
Inspiring<br />
FNGLA<br />
Floriculture<br />
Field Days<br />
Excited, motiv<strong>at</strong>ed, inspired - <strong>at</strong>tendees came<br />
away from FNGLA's <strong>2011</strong> Floriculture Field Days<br />
using those words to describe the conference.<br />
On May <strong>12</strong> and 13, over 200 <strong>at</strong>tendees came from<br />
across the country to <strong>at</strong>tend the educ<strong>at</strong>ional conference<br />
and tour performance trials held in conjunction<br />
with the Epcot Intern<strong>at</strong>ional Flower & Garden<br />
Festival. Held for the first time <strong>at</strong> Epcot, it was a<br />
showcase <strong>of</strong> the <strong>sea</strong>son's new varieties.<br />
Not only did industry members get a chance to<br />
see how resilient over 236 varieties are to Florida's<br />
he<strong>at</strong> and humidity, but <strong>at</strong>tendees particip<strong>at</strong>ed in a<br />
top-notch educ<strong>at</strong>ional program, toured priv<strong>at</strong>e and<br />
public gardens and had a gre<strong>at</strong> chance to network<br />
with breeders and peers from across the country. |||<br />
Flowers and tango<br />
After my health problems, every year I try to escape for a couple <strong>of</strong> weeks<br />
from the cold European winters. The middle <strong>of</strong> February, right after the<br />
busy Valentine’s Day sales <strong>sea</strong>son is the best time to visit Argentina because<br />
the warm, humid summer is usually followed by a nice and pleasant<br />
autumn: beautiful sunny days with temper<strong>at</strong>ures ranging between 15°C<br />
<strong>at</strong> night and 30°C during the day.<br />
I’m lucky because in the Buenos Aires area I have a lovely aunt, an uncle<br />
and many cousins; this is due to the big Italian emigr<strong>at</strong>ions in the last two<br />
centuries. My aunt Effa lives in a special place in the north west <strong>of</strong> Buenos<br />
Aires; the property bought <strong>at</strong> the end <strong>of</strong> the 60s from Aristoteles Onassis<br />
and Maria Callas. In those days, the Onassis family used to spend some<br />
time in Argentina, mainly in order to particip<strong>at</strong>e in the Greek Week.<br />
The original Onassis’s wood house doesn’t exist anymore, but the garden<br />
trees have been kept and are those planted by Onassis and Callas, including<br />
a specimem <strong>of</strong> Cedrus deodara growing just next to the house<br />
designed by the architect Horacio Eduardo Inveraldi. Today, this Cedrus<br />
is considered an Argentine green heritage.<br />
When it come to flora, Argentina has a lot <strong>of</strong> endemic species, perhaps<br />
more than 10,000 and the potential <strong>of</strong> many <strong>of</strong> those has not yet been<br />
fully discovered.<br />
Buenos Aires is a metropolis with 15 million people and lots <strong>of</strong> greenery<br />
such as beautifully flowering trees like Ceibo (Erythrina crisa-galli,<br />
Argentina’s n<strong>at</strong>ional tree). Palo borracho (Ceiba speciosa)’, Jacaranda<br />
mimosifolia and Ombù (Phytolacca dioica).. In some areas more maintenance<br />
is needed but the actual economical crisis also had its impact on<br />
the st<strong>at</strong>e <strong>of</strong> urban green. .<br />
Argentinean floriculture, thanks mainly to the ‘Argentinean Japanese’<br />
(Italian, Spanish and other European emigr<strong>at</strong>es who started growing<br />
nursery stock products, fruits or vegetables) produces for the local market<br />
. The different provinces have a lot <strong>of</strong> possibilities in growing plants and<br />
<strong>flowers</strong> ‘accordingly’ with the special local clim<strong>at</strong>es (varying from the very<br />
cold areas in the south to the tropical areas <strong>at</strong> the Brazilian border.<br />
The main production areas are: Buenos Aires, Chubut, Córdoba, Corrientes,<br />
Entre Ríos, Formosa, La Pampa, Mendoza, Misiones, Salta, Santa<br />
Fe and Tucumán.<br />
According to the ‘Fondo Argentino para la Floricultura’ the area dedic<strong>at</strong>ed<br />
to pr<strong>of</strong>essional flower and plant growing is 2465,48 ha; 634,02 ha<br />
are protected crops (plastic tunnels). 51% is in the metropolitan areas;<br />
70.81% in Buenos Aires and Santa Fe Provinces), 42.6% <strong>of</strong> the producers<br />
deal with cut <strong>flowers</strong>, 30.6% with potted plants and the remaining both<br />
<strong>flowers</strong> and pot plants.<br />
Argentina is a country with gre<strong>at</strong> n<strong>at</strong>ural resources and a good potential<br />
in floriculture and nursery. The demand for <strong>flowers</strong> and plants is growing<br />
even if the effects <strong>of</strong> the economic downturn is hindering growth.<br />
Viva la vida<br />
Arturo Croci is the founder <strong>of</strong> Italy's leading<br />
horticultural business magazine Flortecnica and<br />
a walking encyclopedia <strong>of</strong> Italian horticulture.<br />
arturo@floracultureintern<strong>at</strong>ional.com<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 19
Floral wholesale<br />
St<strong>at</strong>istics published<br />
by the Dutch<br />
Agricultural<br />
Wholesale Board<br />
HBAG show th<strong>at</strong> the<br />
number <strong>of</strong> Dutch<br />
floral wholesale<br />
companies has<br />
dram<strong>at</strong>ically<br />
decreased over<br />
the last five<br />
years. Meanwhile,<br />
production<br />
nurseries <strong>of</strong> <strong>flowers</strong><br />
and plants have<br />
expanded around the<br />
globe, with direct<br />
sourcing between<br />
producers and retail<br />
chains and the<br />
internet becoming<br />
an increasingly<br />
important<br />
sales channel.<br />
FloraCulture<br />
Intern<strong>at</strong>ional<br />
asked Winfried<br />
Falk <strong>of</strong> Florimex, a<br />
multin<strong>at</strong>ional which<br />
has withstood these<br />
turbulent times<br />
and is currently on<br />
the growth p<strong>at</strong>h<br />
with important<br />
acquisitions, wh<strong>at</strong><br />
this all means for<br />
the traditional<br />
role <strong>of</strong> the floral<br />
wholesale business.<br />
by Jaap N. Kras<br />
Florimex withstands<br />
the test <strong>of</strong> time<br />
Let’s get the facts straight first.<br />
According to the HBAG,<br />
there were 870 floral wholesale<br />
companies in the Netherlands<br />
in 2007, one year l<strong>at</strong>er this number<br />
dropped to 857, while in 2009, 801<br />
companies remained. Last year,<br />
the numbers continued to decline<br />
to 765 wholesale businesses; a 5%<br />
decrease compared to 2009.Today,<br />
the Netherlands hosts only half <strong>of</strong><br />
the number <strong>of</strong> wholesalers ithad ten<br />
years ago.<br />
Overall, you can say th<strong>at</strong> less<br />
companies gener<strong>at</strong>e more turnover.<br />
Flower farms have grown in size<br />
and turnover, but their numbers<br />
have decreased significantly.<br />
Supply chain under<br />
pressure<br />
In this issue, and also in our<br />
previous May issue, FloraCulture<br />
Intern<strong>at</strong>ional focused on flower<br />
auctions around the world. Flower<br />
auctions around the globe highly<br />
vary: Japan, for example, hosts<br />
an important number <strong>of</strong> retail<br />
auctions, while in the Netherlands<br />
flower auctions are owned by<br />
grower cooper<strong>at</strong>ives. There are also<br />
auctions serving both the traditional<br />
wholesale as well as the newly<br />
emerged retail chains.<br />
In floral sales, two sales channels<br />
play an important role: retail chains<br />
such as supermarkets and DIY stores,<br />
florists and garden centre chains.<br />
When it comes to production and<br />
consumption, the vertical supply<br />
chain, as a whole, is under pressure.<br />
Also, online sales are constantly<br />
gaining market share, <strong>flowers</strong> and<br />
plants have a huge E-commerce<br />
potential which means the supply<br />
chain and internet sales are likely to<br />
further shorten the supply chain.<br />
Vol<strong>at</strong>ile market<br />
This is the era when the market, in<br />
the true economical sense <strong>of</strong> the<br />
word, is the place where demand<br />
and supply meet to set a price<br />
for <strong>flowers</strong> and plants. In these<br />
turbulent times, companies sometimes<br />
disappear even quicker than<br />
they emerge. There is one name,<br />
however,which has withstood<br />
the test <strong>of</strong> time: Florimex. If one<br />
Winfried Falk,<br />
CFO Florimex<br />
compared the list <strong>of</strong> the most<br />
important and influential floral<br />
wholesale companies <strong>of</strong> twenty<br />
years ago with the current business<br />
ranking, there would be<br />
only one name fe<strong>at</strong>ured on both<br />
lists: Florimex Intern<strong>at</strong>ional B.V.<br />
All through history, Florimex<br />
20 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Florimex’ human resource management examines wh<strong>at</strong> can or should be done to make working people more productive and s<strong>at</strong>isfied.<br />
and Zurel have claimed to be<br />
the largest floral wholesaler in<br />
the world. As we all know, Zurel<br />
has dissolved into Ciccolella and<br />
Florimex underwent a complete<br />
makeover from a Germany-based<br />
wholesaler in Nurnberg, to a Dutch<br />
wholesale company with its headquarters<br />
in Aalsmeer. High time<br />
for an interview with Winfried<br />
Falk, CFO <strong>of</strong> Florimex new style<br />
and sole survivor <strong>of</strong> an impressive<br />
number <strong>of</strong> takeovers.<br />
The 48-year old Winfried Falk<br />
started his career <strong>at</strong> Florimex<br />
twenty years ago as financial<br />
director, working from his <strong>of</strong>fice<br />
in Nurnberg - <strong>at</strong> th<strong>at</strong> time, the<br />
company’s be<strong>at</strong>ing heart.<br />
Let’s kick <strong>of</strong>f with a big question:<br />
How did you survive the period <strong>of</strong><br />
constantly changing owners, from<br />
Kerscher to Dibrell, from Dimon to<br />
USA Floral and Acon<br />
“Well,it has been a challenging<br />
period, which I enjoyed most <strong>of</strong> the<br />
time as it keeps one flexible. After<br />
USA Floral had acquired Florimex,I<br />
went away for two years. Today,<br />
now th<strong>at</strong> Florimex headquarters<br />
have moved to Aalsmeer, the Netherlands,<br />
we are proud <strong>of</strong> having a<br />
strong and healthy company owner.<br />
The renowned Bencis Capital<br />
Partners is an independent priv<strong>at</strong>e<br />
equity firm, targeting mediumsized<br />
companies in the Benelux<br />
Bencis has an outstanding business<br />
network and a solid financial<br />
reput<strong>at</strong>ion.<br />
Business structure<br />
The business structure is kept<br />
simple with the holding loc<strong>at</strong>ed in<br />
Aalsmeer, just like its divisions Florimex<br />
Aalsmeer (cut greens),Cees<br />
van Starkenburg (flower wholesale<br />
Europe),Baardse (worldwide potted<br />
plant whole sale and retail). Sierafor,<br />
one <strong>of</strong> the oldest and biggest<br />
supermarket suppliers, is loc<strong>at</strong>ed in<br />
Rijnsburg.<br />
“We are focusing on those activities<br />
we think we can do well”, says Falk.<br />
He adds, “The widely dispersed<br />
network <strong>of</strong> Florimex <strong>of</strong>fices worldwide<br />
has been brought back to sales<br />
companiesFlorimex Spain and<br />
Florimex Portugal, and a purchase<br />
activity in Ecuador:Florimex<br />
Ecuador. Our main sales activities<br />
Newly appointed CEO<br />
>>><br />
As <strong>of</strong> April 1st ir. Atze Bosma has joined Florimex as its<br />
new CEO. Meanwhile, company owner Bencis Capital<br />
provided Florimex with extra working capital and the newly<br />
appointed CEO recently revealed a new growth str<strong>at</strong>egy with<br />
a strong focus on human resources, intern<strong>at</strong>ional expansion,<br />
acquisitions, marketing and team building.<br />
“It’s unbelievable”,says Atze referring to the fact th<strong>at</strong> the<br />
floral wholesale business is way behind other important<br />
industries when it comes to entrepreneurial spirit, cre<strong>at</strong>ivity<br />
and innov<strong>at</strong>ion. There will be plenty <strong>of</strong> business opportunities<br />
if the floral wholesale companies succeed in working like<br />
other intern<strong>at</strong>ional companies such as chemical corpor<strong>at</strong>ions,<br />
engineering or food industries.”<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 21
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Floral wholesale<br />
are mainly targeting Europe, but<br />
Florimex Ecuador, in addition to<br />
their trade flows to Europe, has<br />
kept strong business rel<strong>at</strong>ions with<br />
the USA and Canada.”<br />
Challenges<br />
All floral wholesale companies are<br />
more or less facing the same challenges,<br />
says Mr Falk.<br />
“Florimex’ follows a customer-driven<br />
str<strong>at</strong>egy. It’s the customer’s wish<br />
to see where the product origin<strong>at</strong>es<br />
from. The same customer decides<br />
which intermediary will take care<br />
<strong>of</strong> storage and transport. Margins<br />
are under pressure; new competitors<br />
are entering the market with<br />
lower cost structures. The economic<br />
crisis has caused a significant drop<br />
in flower and plant sales over the<br />
last years.”<br />
According to Florimex’ CFO,<br />
the future belongs to companies<br />
which are able to pr<strong>of</strong>essionalise<br />
and to meet the growing customer<br />
demand for guiding and advice<br />
as many large retail chains are not<br />
really familiar with the flower and<br />
plant business. “This means you<br />
need to have very reliable and open<br />
contact with your customers and<br />
only then will they allow you to<br />
take care <strong>of</strong> this specific type <strong>of</strong><br />
business. When new retail chain<br />
such as DIY stores set up a <strong>flowers</strong><br />
and plants sales division, we can<br />
teach them a lot. Wh<strong>at</strong> you really<br />
need is a team <strong>of</strong> pr<strong>of</strong>essional employees<br />
in a pr<strong>of</strong>essional wholesale<br />
company.”<br />
In <strong>sea</strong>rch <strong>of</strong> the necessary product<br />
inform<strong>at</strong>ion, an increasing number<br />
<strong>of</strong> supermarkets are contacting<br />
the grower directly. “They want to<br />
speak with the product specialist <strong>of</strong><br />
the nursery level.”<br />
Germany as<br />
economic engine<br />
The year 2010 showed improving<br />
sales especially in Germany. “We<br />
experienced a strong growth in<br />
the beginning <strong>of</strong> this year and we<br />
expect further growth for the rest<br />
<strong>of</strong> <strong>2011</strong>. Germany is considered<br />
as the economic engine for floral<br />
consumption in Europe. Nobody<br />
can tell if the reported growth<br />
in Germany will be structural.<br />
Germany has a strong tradition in<br />
manufacturing, providing a strong<br />
base for the present growth.”<br />
When asked about the future, Falk<br />
foresees a further diminishing in<br />
the number <strong>of</strong> flower and plant<br />
wholesalers. “Luckily, we have<br />
witnessed only few bankruptcies.<br />
Blumex was the first really<br />
huge floral wholesaler to collapse I<br />
expect further consolid<strong>at</strong>ion <strong>of</strong> the<br />
business, with more increased cooper<strong>at</strong>ion<br />
and mergers. Something <strong>of</strong><br />
which we should be more aware is<br />
th<strong>at</strong> our industry hasn’t gained a<br />
good reput<strong>at</strong>ion amongst bankers.<br />
They <strong>of</strong>ten consider the risks<br />
too high and banks are extremely<br />
careful. Cash flow in our industry<br />
represents a problem. On the sales<br />
side, we have to take enormous<br />
debtor’s risks and on the purchasing<br />
side, the auction forces us to pay<br />
<strong>at</strong> once. Wholesalers are the biggest<br />
clients <strong>at</strong> the auction, but our<br />
mutual rel<strong>at</strong>ion needs to change. In<br />
future, we would like to become<br />
a real partner <strong>of</strong> the auction and<br />
not just one <strong>of</strong> their many clients.<br />
While the auction should remain<br />
focused on sourcing, the wholesale<br />
business has to concentr<strong>at</strong>e on sales.<br />
At Veiling Holambra in Brazil,the<br />
auction started in banking to<br />
finance trade and give support to<br />
their customers. Perhaps, also here<br />
in Holland, the auction should step<br />
into these activities to keep a strong<br />
network <strong>of</strong> sales companies.”<br />
Moder<strong>at</strong>ely optimistic<br />
Falk is moder<strong>at</strong>ely optimistic about<br />
the future “I hope we can achieve a<br />
more structural growth in the years<br />
to come.”<br />
Consolid<strong>at</strong>ion <strong>of</strong> the business is<br />
set to be an ongoing process, both<br />
on the growers and the traders’side.<br />
Falk concludes, “No more than a<br />
hand full <strong>of</strong> large trading houses<br />
will survive along with some<br />
smaller-sizes companies specialised<br />
in niche markets. Also Ciccolella is<br />
on its way to become an important<br />
player in the market. For Florimex<br />
too, a good future lies ahead. Our<br />
major shareholder, however, <strong>at</strong><br />
some point will exit and therefore,<br />
there will always remain uncertainty<br />
about who comes next!” |||<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 23
Events<br />
OFA Plug & Cutting<br />
Conference is set<br />
to take place in San<br />
Jose, California from<br />
September <strong>12</strong>-14.<br />
This intern<strong>at</strong>ionallyrecognised<br />
event will bring<br />
together industry<br />
pr<strong>of</strong>essionals for<br />
sessions, trade<br />
show, and idea<br />
sharing.<br />
OFA Plug & Cutting<br />
Conference set for<br />
September <strong>12</strong>-14<br />
Hundreds <strong>of</strong> industry<br />
pr<strong>of</strong>essionals from around<br />
the world will be in San<br />
Jose, California, USA for the<br />
OFA Plug & Cutting Conference,<br />
September <strong>12</strong>-14, <strong>2011</strong>. Geared<br />
toward growers <strong>of</strong> all levels, the<br />
conference it will be especially<br />
valuable for intermedi<strong>at</strong>e to<br />
advanced plug and cutting growers.<br />
Through hands-on workshops,<br />
in-person examples provided on the<br />
industry tour, learning labs with<br />
industry experts, and spending<br />
time with vendors in the sold-out<br />
trade show, you will get answers<br />
and ideas to improve your plug and<br />
cutting oper<strong>at</strong>ion.<br />
There will be nearly 40 sessions and<br />
hands-on workshops th<strong>at</strong> focus<br />
on plug and cutting principles,<br />
production inputs, and pest and<br />
Attendees will have the opportunity<br />
to tour the oper<strong>at</strong>ions <strong>of</strong> some <strong>of</strong> the<br />
industry’s best-known growers and<br />
suppliers<br />
di<strong>sea</strong>se management. In addition,<br />
eight sessions will be presented in<br />
Spanish.<br />
Tour <strong>of</strong> Growers<br />
& Suppliers<br />
Attendees will have the opportunity<br />
to tour the oper<strong>at</strong>ions <strong>of</strong> some <strong>of</strong><br />
the industry’s best-known growers<br />
and suppliers. Pacific Plug & Liner<br />
has approxim<strong>at</strong>ely 250,000 square<br />
feet dedic<strong>at</strong>ed to growing young<br />
plants. Attendees will see a st<strong>at</strong>e<strong>of</strong>-the<br />
art production facility th<strong>at</strong><br />
includes rolling Dutch containers,<br />
irrig<strong>at</strong>ion booms, Argus environmental<br />
controls, high pressure<br />
fog system, and hydronic bottom<br />
he<strong>at</strong>ing.<br />
Rocket Farms<br />
Rocket Farms provides high quality<br />
ornamental plants grown in<br />
nine greenhouse growing facilities<br />
throughout California. The company<br />
has successfully introduced<br />
new products including orchids,<br />
Calla lilies, and fresh (organic and<br />
non-organic) herbs to its product<br />
line.<br />
Attendees on this tour will visit<br />
Sak<strong>at</strong>a Seed America’s California<br />
Re<strong>sea</strong>rch St<strong>at</strong>ion which focuses on<br />
vegetable breeding and the evalu<strong>at</strong>ion<br />
<strong>of</strong> <strong>flowers</strong> and vegetables, as<br />
well as the re<strong>sea</strong>rch <strong>of</strong> vegetables<br />
grown in subtropical clim<strong>at</strong>es.<br />
Speedling <strong>at</strong><br />
W<strong>at</strong>sonville<br />
Speedling <strong>at</strong> W<strong>at</strong>sonville was<br />
acquired to compliment the<br />
company’s ability to provide quality<br />
vegetable plugs. At the W<strong>at</strong>sonville<br />
loc<strong>at</strong>ion Speedling can grow<br />
organic products in a dedic<strong>at</strong>ed<br />
greenhouse range. In addition to<br />
producing a wide and varied range<br />
There will be nearly 40 sessions and<br />
hands-on workshops th<strong>at</strong> focus on plug<br />
and cutting principle<br />
<strong>of</strong> vegetable transplants, Speedling<br />
provides poinsettia pots for the<br />
holiday <strong>sea</strong>son.<br />
Syngenta Flowers<br />
Syngenta Flowers is a global market<br />
leader in the breeding and production<br />
<strong>of</strong> seeds and cuttings for highquality<br />
pot and bedding plants. The<br />
company has a long history in the<br />
ornamentals industry, combining<br />
the strengths and experience<br />
from its origins in Holland (Sluis<br />
& Groot), Germany (Fischer), and<br />
the United St<strong>at</strong>es (Goldsmith and<br />
Yoder).<br />
American Takii<br />
American Takii Inc breeds both<br />
flower and vegetable varieties,<br />
and the company's goal is healthy<br />
seeds with high germin<strong>at</strong>ion and<br />
vigor. American Takii’s wholesale<br />
dealers are loc<strong>at</strong>ed in the United<br />
St<strong>at</strong>es, Canada, Central America,<br />
and Mexico, and its varieties are<br />
available from all the major seed<br />
companies in North and Central<br />
America. |||<br />
To learn more about the OFA Plug<br />
& Cutting Conference or to register,<br />
visit www.<strong>of</strong>a.org/conferences<br />
24 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Intern<strong>at</strong>ional Events<br />
June <strong>2011</strong><br />
2 to 6. Ireland<br />
Bloom <strong>2011</strong>, Ireland’s leading<br />
flower, food and family festival<strong>at</strong><br />
the Phoenix Park, Dublin.<br />
T (31)172236262/(31) 6547706<strong>12</strong><br />
fvsuchtelen@all-round.nl<br />
www.bloominthepark.com<br />
<strong>12</strong> to 14. United St<strong>at</strong>es<br />
Trees Florida Conference and<br />
Trade Show <strong>at</strong> the Wyndham<br />
Jacksonville Riverwalk hotel in<br />
Jacksonville.<br />
T (1) 941 342 0153<br />
F (1) 941 342 0463<br />
treesflorida@comcast.net<br />
www.treesflorida.com<br />
13 to 16. United St<strong>at</strong>es<br />
GCA Summer Tour in New<br />
Jersey by the industry body<br />
‘Garden Centers <strong>of</strong> America’.<br />
T (1) 706 298 0287<br />
F (1) 706 883 8215<br />
info@gardenscenters<strong>of</strong>america.org<br />
www.gardencenters<strong>of</strong>america.org<br />
14 to 16. United St<strong>at</strong>es<br />
N<strong>at</strong>ional Lawn and Garden Show<br />
<strong>at</strong> the Chicago O’Hare Crown<br />
Plaza hotel.<br />
T (1) 719 488 0226<br />
F (1) 719 488 8168<br />
nlginfo@nlgshow.com<br />
www.nlgshow.com<br />
14 to 17. The Netherlands,<br />
Germany<br />
<strong>2011</strong> Flower <strong>Trials</strong>. Aalsmeer,<br />
Westland and Rheinland<br />
Westfalen (Germany) regions.<br />
www.flowertrials.com<br />
14 to 17. United St<strong>at</strong>es<br />
Intern<strong>at</strong>ional Floriculture Expo<br />
<strong>at</strong> the Miami Beach Convention<br />
Centre, Miami.<br />
This year the show has been given<br />
the theme <strong>of</strong> ‘Connecting the<br />
industry from seed to shelf’.<br />
T (1) 207 842 5530<br />
csalmon@divcom.com<br />
www.floriexpo.com<br />
15 to 17. Brazil<br />
Hortitec <strong>at</strong> the Recinto da<br />
Exp<strong>of</strong>lora exhibition centre in<br />
Holambra.<br />
T (19) 3802 4196<br />
vendas@rbbeventos.com.br<br />
www.hortitec.com.br<br />
22 to 23. United St<strong>at</strong>es<br />
SAF Growth Solutions, a mini<br />
conference for florists in Dallas.<br />
lweaver@safnow.org<br />
www.safgrowthsolutions.com<br />
23 to 26. United St<strong>at</strong>es<br />
FNGLA's Annual Convention<br />
is a time each year for FNGLA<br />
members and industry friends to<br />
celebr<strong>at</strong>e the past year <strong>of</strong> success<br />
while welcoming FNGLA's new<br />
leadership taking <strong>of</strong>fice. It is also<br />
the venue for FNGLA's Annual<br />
Meeting and the pl<strong>at</strong>form for<br />
presenting FNGLA's Industry<br />
Award Winners. all<br />
T (1) 800-375-3642.<br />
ladams@fngla.org<br />
www.fngla.org<br />
June 25. United St<strong>at</strong>es<br />
CFA Awards & Annual Meeting<br />
<strong>2011</strong> in East Hartford. The<br />
Connecticut Florists Associ<strong>at</strong>ion’s<br />
Awards program recognises<br />
exceptional achievement in our<br />
floral industry. The <strong>2011</strong> CFA<br />
Awards include the Florist <strong>of</strong> the<br />
Year Award, the CFA Marketing<br />
Award, the CFA Friend <strong>of</strong> Florist<br />
Award and the Rookie <strong>of</strong> the<br />
Year Award which spotlights the<br />
retailer, wholesaler, or grower who<br />
has made notable impact on the<br />
floral industry.<br />
ctflorists@aol.com<br />
www.flowerplantsinct.com<br />
28 to 29. United Kingdom<br />
HTA N<strong>at</strong>ional Plant Show <strong>at</strong><br />
Stoneleigh Park in Warwickshire.<br />
T (44) 118 930 3132<br />
F (44) 118 932 3453<br />
enquiries@n<strong>at</strong>ionalplantshow.co.uk<br />
www.n<strong>at</strong>ionalplantshow.co.uk<br />
July <strong>2011</strong><br />
3 to 6. Australia<br />
N<strong>at</strong>ional Conference for<br />
Hydroponic and Greenhouse<br />
Growers <strong>at</strong> the splendid Adelaide<br />
Convention Centre. The event<br />
includes a trade exhibition,<br />
workshops, lectures and farm tours.<br />
For further inform<strong>at</strong>ion please<br />
contact Rick Donnan and<br />
Rosemary Viggers<br />
T (61) 2 4567 7960<br />
F (61) 2 8569 1064<br />
pcaconference@westnet.com.au<br />
www.protectedcroppingaustralia.com<br />
4 to 9. United St<strong>at</strong>es<br />
AIFD N<strong>at</strong>ional Symposium<br />
‘Imagine’ <strong>at</strong> the Marriott Marquis<br />
San Francisco<br />
aifd@assnhqtrs.com<br />
www.aifd.org<br />
9 to <strong>12</strong>, United St<strong>at</strong>es<br />
OFA Short Course <strong>at</strong> the<br />
Columbus Convention Centre in<br />
Columbus, Ohio.<br />
T (1) 614 487 1117<br />
F 91) 614 487 <strong>12</strong>16<br />
<strong>of</strong>a@<strong>of</strong>a.org<br />
www.<strong>of</strong>a.org<br />
9 to <strong>12</strong>. Brazil<br />
Enflor trade exhibition for florists<br />
and landscapers in Holambra<br />
www.enflor.com.br<br />
18 to 23. United St<strong>at</strong>es<br />
Perennial Plant Symposium <strong>at</strong> the<br />
Hy<strong>at</strong>t Regency Atlanta hotel in<br />
Atlanta, Georgia<br />
T (1) 614 771 8431<br />
F (1) 614 876 5238<br />
ppa@perennialplant.org<br />
www.perennialplant.org<br />
20-23. United St<strong>at</strong>es<br />
California Floral Convention<br />
<strong>at</strong> the La Costa Resort& Spa in<br />
Carlsbad, California, The event<br />
is organized by NORCAL, the<br />
Californian Associ<strong>at</strong>ion <strong>of</strong> Flower<br />
Growers and Shippers.<br />
www.cafgs.com<br />
August <strong>2011</strong><br />
2 to 4, United St<strong>at</strong>es<br />
Penn Atlantic Nursery Trade<br />
Show PANTS <strong>2011</strong> <strong>at</strong> the Gre<strong>at</strong>er<br />
Philadelphia Expo Centre in Oaks.<br />
www.pantshow.com<br />
14 to 17. Canada<br />
Organised by the Canadian<br />
Gift and Tableware Associ<strong>at</strong>ion,<br />
the Alberta Gift Show is set to<br />
take place in mid August <strong>at</strong> the<br />
Edmonton Expo Centre in Alberta.<br />
aschachter@cgta.org<br />
www.cgta.org<br />
16 to 18. United St<strong>at</strong>es<br />
The Independent Garden Center<br />
Show <strong>at</strong> the Navy Pier in Chicago.<br />
www.igcshow.com<br />
18 to 21. United St<strong>at</strong>es<br />
Nursery Landscape Expo <strong>at</strong> the<br />
Dallas Convention Center.<br />
T (1) 5<strong>12</strong> 280 5182<br />
F (1) 5<strong>12</strong> 280 30<strong>12</strong><br />
www.txnla.org<br />
23 to 24. Belgium<br />
Florall Autumn Fair, Flanders<br />
Expo, Ghent.<br />
T (32) 9 241 5091<br />
F (32) 9 241 5095<br />
info@florall.be<br />
www.florall.be<br />
24 to 27. The Netherlands<br />
Plantarium, Boskoop.<br />
info@plantarium.nl<br />
www.plantarium.nl<br />
25 to 27. United St<strong>at</strong>es<br />
Farwest Show <strong>at</strong> the Oregon<br />
Convention Center and organized<br />
by the Oregon Associ<strong>at</strong>ion<br />
<strong>of</strong> Nurseries.<br />
T (1) 800 342 6401<br />
F (1) 503 682 5099<br />
info@oan.org<br />
www.farwestshow.com<br />
26 to 28. Poland<br />
Green is Life trade exhibition<br />
with a focus on nursery stock<br />
and gardening. The 19th edition<br />
<strong>of</strong> the show is set to take place <strong>at</strong><br />
the Warsaw Intern<strong>at</strong>ional Expo<br />
Centre. This year’s theme is<br />
‘Garden: a good move!’<br />
T (48) 22 435 47 20<br />
F (48) 22 435 47 20<br />
milek.boguszewicz@zszp.pl<br />
agnieszka.zukowska@zszp.pl<br />
www.greenislife.pl<br />
30 to September 1. Russia<br />
Expo Flora Russia <strong>at</strong> the<br />
Gostiny Dvor exhibition centre,<br />
downtown Moscow.<br />
T (31) 20 6622482<br />
F (31) 20 6752326<br />
jasper@hpp.nl<br />
www.exp<strong>of</strong>lorarussia.com<br />
30 to September1. Russia<br />
Flowers Expo <strong>at</strong> the MVC/<br />
Crocus Expo exhibition centre.<br />
T (7) 495 221 <strong>12</strong> 51<br />
mail@<strong>flowers</strong>-expo.ru<br />
www.<strong>flowers</strong>-expo.ru<br />
31- September 3, Russia<br />
Flowers <strong>2011</strong> <strong>at</strong> the All Russia<br />
Exhibition Centre in Moscow.<br />
T (7) 495 748-37-70, 544-38-20<br />
info@mvcexpo.ru<br />
www.exp<strong>of</strong>lowers.ru<br />
September <strong>2011</strong><br />
4 to 6. Germany<br />
Spoga/Gafa, intern<strong>at</strong>ional garden<br />
trade show <strong>at</strong> the Messe Koln<br />
exhibition centre.<br />
k.schoen@koelnmesse.de<br />
www.spogagafa.de<br />
6 to 7. United Kingdom<br />
Four Oaks, the UK’s premier<br />
show for ornamental horticulture<br />
in Macclesfield.<br />
T (44) 1477 571392<br />
F (44) 1477 571314<br />
Four-oaks-hort@btconnect.com<br />
www.fouroaks-tradeshow.com<br />
7 to 8. The Netherlands<br />
FloraHolland Autumn Fair<br />
<strong>at</strong> the FloraHolland flower auction<br />
in Naaldwijk.<br />
www.floraholland.nl<br />
15 to 17, Italy<br />
Flormart, <strong>at</strong> the PadovaFiere<br />
exhibition centre in Padua,<br />
T (39) 049 84011<br />
flormart@padovafiere.it<br />
www.flormart.it<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 25
Auctions (II)<br />
Established in<br />
1972, the flower<br />
wholesale market in<br />
San Remo is owned<br />
by the city <strong>of</strong> San<br />
Remo, but managed<br />
by the UCFLOR<br />
cooper<strong>at</strong>ive. In this<br />
business structure,<br />
decision-making<br />
is r<strong>at</strong>her slow,<br />
hampering growth<br />
and hindering<br />
renov<strong>at</strong>ion plans.<br />
The newly appointed<br />
Cristina Banaudo,<br />
daughter <strong>of</strong> a local<br />
lily grower faces<br />
the daunting task <strong>of</strong><br />
taking the market<br />
to its next stage <strong>of</strong><br />
evolution.<br />
by Ron van der Ploeg<br />
The b<strong>at</strong>tle between<br />
blooms and<br />
bureaucracy<br />
Growers cooper<strong>at</strong>ion UC-<br />
FLOR (Unione Cooper<strong>at</strong>iva<br />
Floricoltori della Riviera)<br />
was formed on the 16th December<br />
1972 to represent the interests <strong>of</strong><br />
the flower growers in the Liguria<br />
region. As <strong>of</strong> 1999, UCFLOR has<br />
managed the San Remo Flower<br />
Market which is in the Armea Valley,<br />
loc<strong>at</strong>ed just outside San Remo.<br />
It is a city which, in Italian, is <strong>of</strong>ten<br />
referred to as the Città dei Fiori (the<br />
City <strong>of</strong> Flowers) and also known<br />
for its annual music festival. Sited<br />
with direct access to the motorway<br />
network, the UCFLOR San Remo<br />
wholesale flower market is well<br />
placed not only to serve the whole<br />
<strong>of</strong> Italy, but also the neighbouring<br />
countries such as France, Germany<br />
and Switzerland.<br />
According to UCFLOR’s Enrico Sparago cut foliage is one <strong>of</strong> San Remo’s cash crops.<br />
Cooper<strong>at</strong>ive Italian style<br />
“Our primordial task is to manage<br />
the flower market. UCFLOR is a<br />
cooper<strong>at</strong>ive, but not in the Dutch<br />
sense <strong>of</strong> the word, because the 1100<br />
adhering members do have control<br />
over their own management but<br />
don’t own the premises, which<br />
belong to the town <strong>of</strong> San Remo.<br />
This represents a huge disadvantage,<br />
as managing a company like the<br />
San Remo Flower Market would<br />
be much easier if the building were<br />
owned. Today, we find ourselves<br />
in a situ<strong>at</strong>ion where renov<strong>at</strong>ion<br />
for the 30-year old building is<br />
required. This must be discussed<br />
with the landlord, the city council<br />
<strong>of</strong> San Remo and then it becomes,<br />
‘difficilissima’, a very bureaucr<strong>at</strong>ic<br />
and complic<strong>at</strong>ed thing,” explains<br />
44-year old Cristina Banaudo, who<br />
joined UCFLOR in 2010 as its new<br />
president.<br />
Financing refurbishment works<br />
also represents a problem, as the<br />
bank only lends money on the security<br />
<strong>of</strong> real est<strong>at</strong>e. “Since we are not<br />
the owners <strong>of</strong> the building, we can’t<br />
get access to the necessary loans.<br />
Consequently, we limit ourselves<br />
to a mere management task”, says<br />
Banaudo.<br />
Emotional burden<br />
The San Remo Flower Market finds<br />
itself right in the horticultural<br />
heartland <strong>of</strong> the Liguria region.<br />
The rocky hills th<strong>at</strong> lie behind and<br />
around the market are awash with<br />
terraced glasshouses. Liguria, as a<br />
m<strong>at</strong>ter <strong>of</strong> fact, is considered to be<br />
the cradle <strong>of</strong> the world industrial<br />
floriculture, delivering cultiv<strong>at</strong>ed<br />
cut <strong>flowers</strong> to imperial Russia even<br />
before the end <strong>of</strong> the 18th century.<br />
“Liguria has a long standing floral<br />
tradition. In the past, there have<br />
been several local flower markets<br />
which step by step amalgam<strong>at</strong>ed<br />
into one single flower wholesale<br />
market.”<br />
It’s a testing time for the Liguria<br />
flower industry. “The road ahead<br />
is extremely difficult with high<br />
labour costs and a logistic system<br />
which is not so well-oiled as in the<br />
famed Dutch one. On one hand,<br />
we are very fortun<strong>at</strong>e to have this<br />
long standing floral tradition, but<br />
on the other, we carry a large<br />
emotional burden with a tendency<br />
<strong>of</strong> looking back to the good old<br />
days, in stead <strong>of</strong> ahead. Some<br />
growers still find it very hard to<br />
admit th<strong>at</strong> today’s floriculture is<br />
no longer reigned by San Remo.<br />
26 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
UCFLOR’s president Cristina Banaudo.<br />
Today, we have to face world-wide<br />
competition. Flowers are grown<br />
in South America, Africa and<br />
in Asia. This is the famous era <strong>of</strong><br />
globalis<strong>at</strong>ion. In general, I believe<br />
th<strong>at</strong> the Italian flower growers<br />
and, in particular, the San Remo<br />
flower growers, should not focus<br />
on large scale production as most<br />
companies are small to mediumsized<br />
and family owned. All<br />
energy should be put in fulfilling<br />
the growing demand for quality<br />
specialty products. This is wh<strong>at</strong> I<br />
hope to achieve together with the<br />
local growers.”<br />
Speaking about local growers,<br />
Banaudo, representing the second<br />
gener<strong>at</strong>ion <strong>of</strong> lily growers in San<br />
Lorenzo del Mare, estim<strong>at</strong>es th<strong>at</strong><br />
Liguria hosts around 3000 flower<br />
farms, with an average size <strong>of</strong> 2,000<br />
to 3,000 m 2 . “This is a highly fragmented<br />
industry with an overall<br />
lack <strong>of</strong> supply chain transparency.<br />
One <strong>of</strong> our main goals is not only<br />
to regain our position as market<br />
leader in Italy, to bring together<br />
supply and demand into one single<br />
marketplace closely linked to both<br />
the local production, but also to<br />
the close production in the Var and<br />
Alpes Maritimes areas.”<br />
Flow <strong>of</strong> business<br />
Seven or eight years ago, UCFLOR<br />
had a consistent flow <strong>of</strong> business<br />
with customers from Northern<br />
Italy purchasing <strong>at</strong> the San Remo<br />
market on a weekly basis. Times<br />
have changed, “From our side, we<br />
have experienced a lack <strong>of</strong> proper<br />
governance for some time, while<br />
in the meantime our competitors<br />
didn’t let the grass grow under their<br />
feet and started to purchase their<br />
<strong>flowers</strong> in the Netherlands and to<br />
sell them through door- to-door<br />
van sales in the north <strong>of</strong> Italy.”<br />
Meanwhile, transport<strong>at</strong>ion costs<br />
have increased dram<strong>at</strong>ically which<br />
made floral wholesalers from<br />
Northern Italy think twice before<br />
coming over to San Remo to load<br />
their trucks. Furthermore, in a fast<br />
changing world traditional ways<br />
<strong>of</strong> communic<strong>at</strong>ion seem to be out,<br />
while online is in. “Using the Internet<br />
can be a gre<strong>at</strong> way to communic<strong>at</strong>e,<br />
but it has also encouraged<br />
wholesalers to buy online <strong>at</strong> the<br />
Dutch flower auctions. However,<br />
even today, the San Remo Flower<br />
Market hosts a number <strong>of</strong> export-<br />
Season Comparison Quantity Value<br />
Auction Non auction Total TOT € Average<br />
Ranun Asi<strong>at</strong>ico 1.660.820 5.527.694 7.188.514 1.382.264 0,19<br />
23% 77% 100%<br />
Ranun Clone 3.164.910 779.345 3.944.255 1.484.269 0,38<br />
80% 20% 100%<br />
Season 2009/2010 4.825.730 6.307.039 11.132.769 2.866.532<br />
Ranun Asi<strong>at</strong>ico 1.786.140 5.042.765 6.828.905 1.219.335 0,18<br />
26% 74% 100%<br />
Ranun Clone 3.069.170 534.780 3.603.950 1.350.893 0,39<br />
85% 15% 100%<br />
Season 2008/2009 4.855.310 5.577.545 10.432.855 2.570.228<br />
UCFLOR sales in Ranunculus in the 2008/2009 and the 2009/2010 <strong>sea</strong>son.<br />
>>><br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 27
Auctions (II)<br />
ing wholesale companies with a<br />
long standing tradition. This means<br />
a lot to us, because their presence<br />
strengthens our conviction th<strong>at</strong> we<br />
still can revive the Liguria flower<br />
industry to become a leading supplier<br />
to the whole <strong>of</strong> Europe.”<br />
Auction clock<br />
In addition to the traditional<br />
wholesale activity in which it is<br />
not directly involved (estim<strong>at</strong>ed<br />
turnover: € 3 million in 2010),<br />
UCFLOR fe<strong>at</strong>ures two digital<br />
auction clocks (turnover in 2010<br />
€ 4.2 million) which were installed<br />
in November 2008, by the Belgium<br />
supplier Aucxis.. One <strong>of</strong> the shortterm<br />
objectives is having the clocks<br />
running more smoothly than they<br />
do today. “Major focus should be<br />
put on broadening our assortment,<br />
as for the third consecutive <strong>sea</strong>son<br />
we have marketed Ranunculus almost<br />
exclusively - the only product<br />
whose supply we have been able to<br />
concentr<strong>at</strong>e <strong>at</strong> the San Remo flower<br />
market. By broadening our assortment,<br />
we hope to extend the period<br />
<strong>of</strong> auctioning. With Ranunculus<br />
being a typical <strong>sea</strong>sonal product,<br />
the UCFLOR auction clock runs<br />
only 5 months a year.”<br />
The rocky hills th<strong>at</strong> lie behind and around the San Remo<br />
flower market are awash with terraced glasshouses.<br />
Netherlands, lacks a long standing<br />
tradition in auctioning. To<br />
change the grower’s mentality is<br />
very difficult. Even in Italy, there<br />
are important cash crops which<br />
could guarantee a year round supply<br />
<strong>at</strong> our auction. However, these<br />
large producers have developed<br />
their own sales channels with a<br />
consolid<strong>at</strong>ed customer base. And<br />
especially in economically difficult<br />
times, to change the certain for the<br />
unknown is not an easy thing.”<br />
Hope, however, is on its way. The<br />
good news is th<strong>at</strong> UCFLOR and<br />
Florasta have signed a letter <strong>of</strong><br />
intent to join forces. “Actually I<br />
used to be the founding president<br />
<strong>of</strong> this small rose auction Florasta<br />
which opened its door six years<br />
ago. We are currently preparing the<br />
merger. The idea is th<strong>at</strong> Florasta<br />
will move into our premises shortly.<br />
It all depends on how the growers,<br />
in particular the rose growers will<br />
react. We hope th<strong>at</strong> this acquisition<br />
will allow UCFLOR’s turnover<br />
to grow by 25 to 30%. It will<br />
definitely broaden our assortment<br />
in roses.”<br />
Intern<strong>at</strong>ional sparring<br />
partners<br />
The economic downturn, on the<br />
other hand, has encouraged UC-<br />
FLOR to also look for intern<strong>at</strong>ional<br />
sparring partners. “Cooper<strong>at</strong>ion<br />
with other flower markets is<br />
crucial,” stresses Banaudo. When<br />
asked about a possible cooper<strong>at</strong>ion<br />
with FloraHolland, she st<strong>at</strong>ed th<strong>at</strong><br />
this auction was too large and too<br />
distant. “Talking out <strong>of</strong> personal<br />
experience, I think th<strong>at</strong> if your<br />
counterpart is too strong, it is very<br />
hard to negoti<strong>at</strong>e. Wh<strong>at</strong> could<br />
be our added-value for FloraHolland<br />
Most probably this would be<br />
our buttercups. But it would be a<br />
silly idea to give away our premier<br />
market position in buttercups.<br />
UCFLOR would then lose<br />
everything and become a small<br />
subsidiary <strong>of</strong> FloraHolland and<br />
th<strong>at</strong> doesn’t make any sense.”<br />
Hyères is clearly a much better<br />
option, as this French flower<br />
auction is size wise comparable to<br />
Banaudo adds th<strong>at</strong> she faces some<br />
difficulties in achieving market<br />
acceptance <strong>of</strong> the auction clock.<br />
“Marsala, Vittoria and San Remo<br />
are the only three working flower<br />
auctions in Italy. One should be<br />
aware th<strong>at</strong> Italy, contrary to the<br />
UCFLOR fe<strong>at</strong>ures two digital auction clocks (turnover in 2010 € 4.2 million) which were installed in November 2008,<br />
by the Belgium supplier Aucxis.<br />
28 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Prices<br />
FloraHolland<br />
clock sales <strong>2011</strong><br />
The San Remo Flower Market hosts a number <strong>of</strong> exporting<br />
wholesale companies with a long standing tradition such as<br />
B&B with Silvio Bregliano as president <strong>of</strong> Italy’s flora export<br />
associ<strong>at</strong>ion ANCEF.<br />
UCFLOR. “Hyères and UCFLOR are<br />
working together in the Flormed project,<br />
establishing quality standards and<br />
focusing on web auctioning. Another<br />
possibility would be to regroup the auctions<br />
in Italy, or to look for cooper<strong>at</strong>ion<br />
in Spain. These last years we have been<br />
somewh<strong>at</strong> snowed under by the Dutch.<br />
Finally, when we didn’t know where to<br />
source our products from, the only reaction<br />
was: Let's go to Holland. Personally,<br />
I think we should pay much more<br />
<strong>at</strong>tention to the preserv<strong>at</strong>ion <strong>of</strong> the local<br />
production in the near future.”<br />
Future<br />
Speaking about the future, Banaudo’s<br />
personal wish is to <strong>at</strong>tract more youngsters<br />
to the flower business. “Supported<br />
by the European Flormed fund, we<br />
are currently busy with implementing<br />
the remote buying system. Maybe this<br />
could be a way to <strong>at</strong>tract young people.<br />
Showing them th<strong>at</strong> today’s floriculture<br />
is high tech business could be a way<br />
to <strong>at</strong>tract young people.. And when I<br />
think about the years th<strong>at</strong> I used to get<br />
up <strong>at</strong> three in the morning to go to the<br />
market, this was a huge sacrifice. Being<br />
a grower would be a perfect job if these<br />
exceptional working hours <strong>at</strong> night<br />
could be cancelled. As for the educ<strong>at</strong>ion<br />
<strong>of</strong> young people, we are lucky to have<br />
the Agricultural University <strong>of</strong> Turin and<br />
two re<strong>sea</strong>rch centres in the direct vicinity,<br />
although they could work somewh<strong>at</strong><br />
more closely together.” |||<br />
Weeks 1 to 19<br />
C<strong>at</strong>egory Product Quantity % 11:10 Price <strong>2011</strong> Price 2010<br />
Cut Flowers Rose large 866,053,681 3.9 0.26 0.27<br />
Tulipa single-flowered 772,810,910 1.5 0.<strong>12</strong> 0.13<br />
Chrysanthemum. Spray 261,192,367 -11.9 0.29 0.24<br />
Lilium oriental 33,374,1<strong>12</strong> 1.4 0.78 0.82<br />
Gerbera mini 169,3<strong>12</strong>,945 4.8 0.<strong>12</strong> 0.14<br />
Rosa small 107,748,142 -19.3 0.<strong>12</strong> 0.<strong>12</strong><br />
Chrysanthemum disbudded 47,585,940 -1.0 0.46 0.43<br />
Cymbidium large flowered 5,883,655 -2.8 2.56 2.55<br />
Freesia single flowered 70,982,253 0.7 0.16 0.18<br />
Chrysanthemum Santini 61,637,065 16.1 0.19 0.20<br />
Alstroemeria 54,538,930 -6.1 0.17 0.18<br />
Spray roses 34,665,549 51.5 0.27 0.33<br />
Paeonia 18,771.320 102.9 0.44 0.71<br />
Eustoma rusell. Single flowered 22,991,896 23.2 0.30 0.36<br />
Hydrangea 4.305.219 27.2 0.94 1.15<br />
Total Top 15 2.531.853.984 0,9 0.22 0.22<br />
Indoor Plants Phalaenopsis 6,946,516 -25.6 3.81 3.38<br />
Kalanchoe 11,002,531 -<strong>12</strong>.6 0.61 0.62<br />
Rosa 4,699,864 -27.4 1.13 1.06<br />
Anthurium 2,774,418 -5.4 2.81 2.68<br />
Hydrangea 3,248,157 -6.8 2.<strong>12</strong> 2.27<br />
Ficus 2,769,425 -16.9 1.77 1.72<br />
Zantedeschia 1,031,241 14.5 2.18 2.55<br />
Campanula 1,794,147 46.0 1.29 1.47<br />
Bougainvillea 380.171 51.4 2.72 3.85<br />
Hibiscus 564.017 18.0 1.59 2.08<br />
Total Top 10 35,210,487 -14.2 1.83 1.80<br />
Garden Plants Pelargonium 5,018,104 -3.6 0.48 0.57<br />
Misc. bedding plants 6.306,499 24.6 0.22 0.28<br />
Misc. trees, shrubs, climbing plants 606.<strong>12</strong>8 8.5 3.77 4.05<br />
Osteospermum 5.601.325 40.1 0.46 0.63<br />
Hydrangea 580.074 18.1 2.82 2.96<br />
Total Top 5 18,1<strong>12</strong>,130 18.3 0.57 0.69<br />
Source FloraHolland<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 29
Braam Youngplants.pdf 1 29-03-11 16:52<br />
Tel. 001 760-723-9568, Fax 001 760-723-9639<br />
“THE SOURCE”<br />
Email: info@braam.nl<br />
Braam_178x<strong>12</strong>4.indd 1 29-03-11 16:53
Auctions (II)<br />
The whole country<br />
is suffering under<br />
the earthquake.<br />
This hurts<br />
production and<br />
consumption.<br />
I hope our readers<br />
understand th<strong>at</strong><br />
we want to publish<br />
on the Japanese<br />
flower industry.<br />
Our personal<br />
thoughts, however,<br />
are with our friends<br />
and colleagues in<br />
Japan. We hope<br />
th<strong>at</strong> the country<br />
comes out even<br />
stronger than<br />
before.<br />
by Jaap N. Kras<br />
Japan hosts no less than<br />
140 flower auctions<br />
According to the Auction<br />
Associ<strong>at</strong>ion Japan in Japan<br />
there are 140 auctions <strong>of</strong><br />
<strong>flowers</strong> and plants. Total sales have<br />
been declining since 2007 from<br />
€4.5 billion to €4 billion in 2009.<br />
The biggest auctions are OTA with<br />
8.6% market share and an annual<br />
a turnover <strong>of</strong> €270 million in 2009<br />
and the Flower Auction Japan with<br />
a turnover <strong>of</strong> 220 million in 2009.<br />
A strong new comer is Aucnet: an<br />
online auction. Aucnet has been<br />
selling <strong>flowers</strong> through digital<br />
internet auctions for 13 years. Their<br />
turnover last year was approxim<strong>at</strong>ely<br />
€ 55 million. The Aucnet organis<strong>at</strong>ion<br />
expects a strong growth<br />
for the coming years.<br />
A special letter from OTA<br />
OTA Floriculture Auction Co., Ltd. is Japan’s largest flower auction<br />
when it comes to turnover and scale in a land with as many as 140<br />
flower auctions (in 2009). OTA was founded by wholesalers and not<br />
by a growers cooper<strong>at</strong>ive. Because <strong>of</strong> its position, the auction has<br />
served as a bridge for the distribution <strong>of</strong> <strong>flowers</strong> between growers<br />
and consumers in the supply chain, working both fairly and equally.<br />
We now have to redefine ourselves to fulfil evolving roles, because<br />
we stand <strong>at</strong> the pivotal point <strong>of</strong> flower consumption and distribution.<br />
Firstly, Japan's baby boomers, born between 1947 and 1951, are<br />
now starting to reach retirement. The gener<strong>at</strong>ion <strong>of</strong> baby boomers is<br />
expected to boost demand for <strong>flowers</strong>, but with a different view from<br />
their parents. By making use <strong>of</strong> long term and good rel<strong>at</strong>ionships<br />
with the growers and the consumers, we have to increase consumer<br />
demand and develop products together with the growers.<br />
Secondly, the government <strong>of</strong> Japan formul<strong>at</strong>ed the policy <strong>of</strong> choosing<br />
several centralised core markets among a huge number <strong>of</strong> auction<br />
markets in Japan. We, as one <strong>of</strong> the centralised core markets, have to<br />
play an important role as a the hub <strong>of</strong> flower distribution for the whole<br />
<strong>of</strong> Japan and to strengthen rel<strong>at</strong>ionships with regional auctions.<br />
Furthermore, OTA’s accumul<strong>at</strong>ed experience and know-how in<br />
auctioning and logistics <strong>of</strong>fer perfect opportunities for cooper<strong>at</strong>ion<br />
with other Asian countries where vigorous investment in social<br />
infrastructures can be seen.<br />
With the kindest regards,<br />
Mr Ryoji K<strong>at</strong>o<br />
Ota Floriculture Auction Co., Ltd.<br />
Sales deptartment Business Development Office<br />
In general, the turnover has not<br />
only been declining because <strong>of</strong> a<br />
decreasing demand but also due to<br />
the fact th<strong>at</strong> the average age <strong>of</strong> the<br />
growers has increased and the number<br />
<strong>of</strong> new growers is low. Many<br />
growers do not have successors. At<br />
this moment the average age <strong>of</strong> the<br />
entrepreneurs is around 60. The<br />
most important local flower crop is<br />
Chrysanthemum and the average<br />
age <strong>of</strong> the Japanese Chrysanthemum<br />
grower is 72.<br />
Many products sold through the<br />
auctions do not come for the clocks<br />
but are presold to the traders or sold<br />
through the cash and carry stores <strong>at</strong><br />
the auctions.<br />
The import <strong>of</strong> <strong>flowers</strong> is still very<br />
important, but the market share <strong>of</strong><br />
import from Holland has decreased<br />
dram<strong>at</strong>ically also due to the rel<strong>at</strong>ion<br />
euro - yen. Important import countries<br />
today are Malaysia, China,<br />
Thailand, Taiwan, Korea but also<br />
countries such as Colombia, and<br />
India export <strong>flowers</strong> to Japan. Many<br />
imported <strong>flowers</strong> are sold through<br />
the auctions.<br />
OTA is important for selling not<br />
only locally grown <strong>flowers</strong> but also<br />
imported <strong>flowers</strong>. OTA’sCEO Mr<br />
Nobuo Isomura explains th<strong>at</strong> he<br />
himself opens the auction each<br />
morning by expressing a word <strong>of</strong><br />
Aucnet present<strong>at</strong>ion<br />
<strong>at</strong> <strong>2011</strong> IPM.<br />
welcome along with wishes for a<br />
good successful trade day. Most important<br />
products <strong>at</strong> the OTA auction<br />
are foliage, Chrysanthemum,<br />
rose, carn<strong>at</strong>ion, Dendrobium and<br />
other orchids, Hypericum, n<strong>at</strong>ive<br />
<strong>flowers</strong> Anthurium and lily.<br />
In the same building Flower Auction<br />
Japan is hosted. The auctions<br />
are independent from each other<br />
but rent the premises from the<br />
municipal government. CEO Mr.<br />
Shunzou Fujisawa said 50% <strong>of</strong> the<br />
total turnover <strong>of</strong> € 220 million are<br />
cut <strong>flowers</strong> and the other half potted<br />
plants. 80% <strong>of</strong> the cut <strong>flowers</strong><br />
are presold and 60% <strong>of</strong> the potted<br />
plants are presold, wh<strong>at</strong> means<br />
th<strong>at</strong> 20 % and 40% respectively is<br />
auctioned.<br />
The market share <strong>of</strong> supermarket<br />
sales is rel<strong>at</strong>ively low, so experts expect<br />
th<strong>at</strong> the main growth in future<br />
will come through this channel. |||<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 31
Auctions (II)<br />
Veiling Holambra<br />
<strong>of</strong>ficially opened its<br />
doors in September<br />
2009. Time for a<br />
visit. We had the<br />
honour to speak<br />
with Mr Theo<br />
Breg, the auction’s<br />
chairman whoguided<br />
us around.<br />
Veiling Holambra<br />
reports impressive<br />
growth<br />
by Jaap N. Kras<br />
Veiling Holambra is a<br />
Dutch-style auction with<br />
clocks counting downwards<br />
and a 100% cooper<strong>at</strong>ive with 320<br />
member growers. Holambra’s<br />
membership is reserved for growers<br />
only and according to the Brazilian<br />
law, the associ<strong>at</strong>ion is owner <strong>of</strong><br />
the auction and its properties and<br />
the members own the associ<strong>at</strong>ion.<br />
The board consists <strong>of</strong> six member<br />
growers who are elected during the<br />
general member’s meeting which<br />
takes place every year. The voting<br />
principle is:one member, one vote,<br />
regardless if you are a n<strong>at</strong>ural person<br />
or a corpor<strong>at</strong>e body and regardless<br />
<strong>of</strong> the size <strong>of</strong> your turnover.<br />
New board members are proposed<br />
by the sitting board. Theo Breg was<br />
elected vice-president in 2004 and<br />
president in 2007.<br />
Growth figures<br />
The turnover <strong>of</strong> the auction was<br />
320 million Brazilian real*in 2010.<br />
Last year Veiling Holambra reported<br />
an impressive growth: 2008<br />
The 7 ha new auction building is loc<strong>at</strong>ed halfway between Holambra and<br />
Santo Antonio de Posse within a stones throw <strong>of</strong> Holambra’s previous loc<strong>at</strong>ion.<br />
+14%, 2009 +<strong>12</strong>% and 2010 +20%.<br />
The results <strong>of</strong> the first months <strong>of</strong><br />
<strong>2011</strong> have also been promising with<br />
a 22% growth. The budget expect<strong>at</strong>ion<br />
for <strong>2011</strong> is based on a growth<br />
<strong>of</strong> 8%.<br />
Every grower <strong>of</strong> <strong>flowers</strong> and plants<br />
can be a member although formally<br />
Distribution area.<br />
the board decides. “Members have<br />
delivery duty”, explains Theo Breg,<br />
He adds, “So all the products they<br />
grow have to be sold through the<br />
associ<strong>at</strong>ion. We want to concentr<strong>at</strong>e<br />
the supply and ascertain the trade<br />
so th<strong>at</strong> all available <strong>flowers</strong> and<br />
plants can be purchased through<br />
the associ<strong>at</strong>ion.”<br />
The number <strong>of</strong> members as <strong>of</strong> January<br />
1st <strong>2011</strong> was 280. To facilit<strong>at</strong>e<br />
its daily business oper<strong>at</strong>ions, Veiling<br />
Holambra started their own banking<br />
activities.<br />
New premises<br />
The new building is based on the<br />
designs and knowledge <strong>of</strong> the auction<br />
FloraHolland in Rijnsburg, the<br />
Netherlands and the newly opened<br />
Veiling Rhein-Maas in Herungen,<br />
Germany. The new Veiling Holambra<br />
fe<strong>at</strong>ures three digital auction<br />
clocks, which were installed by<br />
the Belgian supplier <strong>of</strong> autom<strong>at</strong>ion<br />
solutions for flower auctions Aucxis<br />
Products are brought to the auction<br />
by the grower and <strong>of</strong>fered to the<br />
32 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
trade in an auction hall where 540<br />
buyers can be <strong>sea</strong>ted.<br />
As in the Netherlands, the buyers<br />
have booths to where the products<br />
are delivered following auctioning.<br />
The Veiling Holambra premises<br />
house traditional wholesale companies<br />
along with new supermarkets<br />
chains which use Holambra as a<br />
logistic hub.<br />
A booming local market<br />
In the 90s Brazilian growers looked<br />
for ways to export their <strong>flowers</strong><br />
to the USA and even to Europe.<br />
However, thanks to the booming<br />
Brazilian economy under former<br />
president Lula,consumption <strong>of</strong><br />
<strong>flowers</strong> and plants in Brazil have<br />
risen significantly. Today, all<br />
Holambra ornamentals are sold on<br />
the local market.<br />
The continuing strengthening <strong>of</strong><br />
the demand brings even Columbian<br />
flower exporters to the Brazilian<br />
market.<br />
Medi<strong>at</strong>ion<br />
Additionally, the auction <strong>of</strong>fers<br />
its customers a medi<strong>at</strong>ion<br />
service:auction employees make<br />
sales deals by <strong>of</strong>fering and selling<br />
the products to the buyers.More and<br />
more the growers are <strong>of</strong>fering their<br />
products themselves to the traders<br />
and making direct deals. This goes<br />
in full cooper<strong>at</strong>ion with the auction<br />
and according to the conditions <strong>of</strong><br />
the auction such as paying on time<br />
and delivering according to the<br />
standard quality levels.<br />
The newly opened<br />
Veiling Holambra<br />
includes an<br />
auction room<br />
with three digital<br />
clocks.<br />
Floranet<br />
In 1998, a consortium <strong>of</strong> growers<br />
such as the Reijers family started<br />
a new sales organis<strong>at</strong>ion named<br />
Floranet. To d<strong>at</strong>e, around forty<br />
growers sell through Floranet which<br />
is managed by Francisco Bongers<br />
and Paulo Reijers. Through<br />
modern means, namely the digital<br />
exchange <strong>of</strong> inform<strong>at</strong>ion, based on<br />
Aucxis technology (see FloraCulture<br />
Intern<strong>at</strong>ional October 2010<br />
section World News)producers/<br />
sellers and buyers are connected on<br />
the Floranet systems and make the<br />
trade deals.<br />
The products are collected by Floranet<br />
and trucked across the country.<br />
Products can also be ordered<br />
and sold in advance. The growers<br />
give their yield expect<strong>at</strong>ions for the<br />
upcoming six weeks and buyers<br />
can order these products. Floranet<br />
employs 85 personnel and serves<br />
as a commercial pl<strong>at</strong>form for wholesalers<br />
and supermarket chains and a<br />
limited number <strong>of</strong> florists. Through<br />
tracing and tracking identific<strong>at</strong>ions,<br />
even the consumer can find out<br />
who the original producer <strong>of</strong> the<br />
sold <strong>flowers</strong> and plants was.<br />
When asked about the possibilities<br />
<strong>of</strong> a future merger between Veiling<br />
Holambra and Floranet Theo Breg<br />
and Francisco Bongers say th<strong>at</strong><br />
both parties are on speaking terms<br />
and regularly meet. “At Veiling<br />
Holambra we <strong>of</strong>ten receive people<br />
from Floranet,” says Theo. “We<br />
are open for cooper<strong>at</strong>ion and I<br />
reckon the same goes for Floranet.<br />
However, sometimes the healing <strong>of</strong><br />
emotional wounds from the past<br />
needs more time than isr<strong>at</strong>ionally<br />
logical.” |||<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 33
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World News<br />
Australia<br />
N<strong>at</strong>ional Conference for Hydroponic<br />
and Greenhouse Growers<br />
Protected Cropping Australia is<br />
holding its biennial conference<br />
from 3rd to 6th July <strong>at</strong> the splendid<br />
Adelaide Convention Centre. Formerly<br />
the Australian Hydroponic &<br />
Greenhouse Conference, this is the<br />
eleventh such n<strong>at</strong>ional conference.<br />
The conference starts on Sunday 3rd<br />
July with the opening <strong>of</strong> the trade<br />
exhibition, which covers a wide range <strong>of</strong><br />
industry trades including greenhouses,<br />
irrig<strong>at</strong>ion and clim<strong>at</strong>e controllers,<br />
movable screens, seeds, fertilisers,<br />
chemicals, growing media, propag<strong>at</strong>ors,<br />
IPM specialists, etc. As well as Australian<br />
companies exhibiting, there are also<br />
many from Holland and New Zealand.<br />
Lectures and workshops are held all<br />
day Monday and Tuesday, presented<br />
by Australian and over<strong>sea</strong>s experts,<br />
many <strong>of</strong> whom are world leaders in<br />
their field. Nearly 30 different present<strong>at</strong>ions<br />
are on the program, giving<br />
deleg<strong>at</strong>es a wide choice <strong>of</strong> topics. The<br />
program includes a series <strong>of</strong> fundamental<br />
topics specifically for new and<br />
intending growers, who are particularly<br />
welcome.<br />
A highlight will be Dutch expert Ben<br />
van Onna introducing the impressive<br />
‘Simcom4’ environmental control<br />
training package. Included will be<br />
upd<strong>at</strong>es <strong>of</strong> intern<strong>at</strong>ional developments<br />
in greenhouse and hydroponic<br />
technologies, biological control, IPM,<br />
etc. Following upon the gre<strong>at</strong> success<br />
<strong>of</strong> grower present<strong>at</strong>ions <strong>at</strong> the previous<br />
conference, there will be many<br />
more present<strong>at</strong>ions including growers<br />
sharing their real world experience.<br />
Also covered are interesting newer<br />
areas such as aquaponics and organic<br />
hydroponics.<br />
On Wednesday, deleg<strong>at</strong>es have the<br />
option <strong>of</strong> going on an all-day farm tour,<br />
including a visit to a 17-hectare, st<strong>at</strong>e<strong>of</strong>-the-art<br />
glasshouse facility.<br />
There will be many opportunities to<br />
network, which is a valuable aspect<br />
<strong>of</strong> these conferences. Lunch and tea<br />
breaks are long enough to maximise<br />
time with other growers, exhibitors<br />
and experts. There are also gre<strong>at</strong> social<br />
functions, where the emphasis will be<br />
on networking. A welcome reception<br />
will be held on Sunday evening and the<br />
conference banquet dinner on Monday<br />
evening.<br />
For inform<strong>at</strong>ion contact: Conference<br />
organisers: Rick Donnan & Rosemary<br />
Viggers Phone: (02) 4567 7960 Fax0:<br />
(02) 8569 1064 Email: pcaconference@westnet.com.au<br />
Website:<br />
www.protectedcroppingaustralia.com<br />
RoyalAdministr<strong>at</strong>ion_178x83.indd 1 28-10-2008 08:59:44<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 35
owerCents_54x<strong>12</strong>4.indd 1 22-01-2009 15:35:52<br />
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World News<br />
Italy<br />
CIOPORA celebr<strong>at</strong>es<br />
50th anniversary in Rome<br />
CIOPORA, an intern<strong>at</strong>ional, non-governmental organis<strong>at</strong>ion representing the interests <strong>of</strong> breeders <strong>of</strong> asexually<br />
reproduced ornamental and fruit varieties, can look back on a very successful 50th anniversary celebr<strong>at</strong>ion which<br />
included an intern<strong>at</strong>ional conference and gala dinner.<br />
Over half a century, CIOPORA has<br />
been striving to improve Intellectual<br />
Property (IP) protection for plant innov<strong>at</strong>ions.<br />
On Monday April 11th the<br />
congress started with a seminar on<br />
Intellectual Property including three<br />
lectures: ‘Basic <strong>of</strong> P<strong>at</strong>ents’ by Dr. Jürg<br />
Bilang <strong>of</strong> the European p<strong>at</strong>ent Office,<br />
‘Applic<strong>at</strong>ion for P<strong>at</strong>ens’ by Dr Ralf<br />
Badur, p<strong>at</strong>ent agent <strong>of</strong> Novartis and<br />
‘The basics <strong>of</strong> P<strong>at</strong>ent Litig<strong>at</strong>ion’ by Dr<br />
Thomas Bouvet, Véron & Associés.<br />
Crop section meetings were held to<br />
end the day with a pleasant reception<br />
for the over 130 <strong>at</strong>tendees, members<br />
and friends.<br />
On Tuesday, CIOPORA’s Annual<br />
General Meeting took place with CIO-<br />
PORA’s President Mr. Lars Henriksen<br />
(PLA Intern<strong>at</strong>ional ApS Denmark) stepping<br />
down after serving CIOPORA for<br />
two terms <strong>of</strong> three years.<br />
Unanimously, the members elected<br />
Mr Andrea Mansuino (NIRP Intern<strong>at</strong>ional)<br />
as their new President.<br />
In addition to Mr Mansuino, the newly<br />
elected CIOPORA board consists <strong>of</strong><br />
Bruno Etavard, France (Meilland Intern<strong>at</strong>ional),<br />
Lars Henriksen, Denmark<br />
(PLA Intern<strong>at</strong>ional), Steve Hutton,<br />
USA (Conard-Pyle Co.), Per Klemm,<br />
Germany (Selecta Klemm), Maarten<br />
Leune, the Netherlands (Royalty Administr<strong>at</strong>ion<br />
Intern<strong>at</strong>ional), Focco Prins,<br />
the Netherlands (Fides BV - Agribio<br />
Holding), Jan de Riek, Belgium (ILVO<br />
Plant), Ms. Dominique Thévenon,<br />
France (AIGN) and Mr. Antonio Villarroel,<br />
Spain (GESLIVE).<br />
At the evening dinner, all past<br />
presidents were awarded the Silver<br />
CIOPORA Pin: Wilhelm Kordes II, Reimer<br />
Kordes, P<strong>at</strong>rick Dickson, Jaap van<br />
Andel, Peter Ilsink, Omer Schneider,<br />
Maarten Leune and Lars Henriksen.<br />
Alain Meilland received the CIOPORA<br />
Gold Pin and honourary membership<br />
recognising his hard work and commitment<br />
over the years, while Nellie<br />
Hoek was presented with CIOPORA’s<br />
Silver Pin. Also, special <strong>at</strong>tention was<br />
paid to René Royon, honorary member<br />
<strong>of</strong> CIOPORA and former Secretary<br />
General.<br />
The 50th anniversary celebr<strong>at</strong>ion<br />
ended with a gala dinner in the Villa<br />
Miani, a beautiful loc<strong>at</strong>ion on one <strong>of</strong><br />
Rome’s seven hills. The highlight during<br />
the dinner was the premiere <strong>of</strong> the<br />
CIOPORA film about the horticultural<br />
business, the IP protection and the<br />
associ<strong>at</strong>ion CIOPORA. |||<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 37
World News<br />
United St<strong>at</strong>es<br />
White House<br />
takes next<br />
step on FTA<br />
The Obama<br />
administr<strong>at</strong>ion<br />
this<br />
week took<br />
an important<br />
step<br />
toward<br />
r<strong>at</strong>ifying a<br />
free trade<br />
agreement (FTA) with Colombia when<br />
it announced it was starting “technical<br />
discussions” with Congress on details <strong>of</strong><br />
the agreement.<br />
These discussions are the first step in the<br />
deliber<strong>at</strong>e process Congress must undertake<br />
before approving a trade pact.<br />
When r<strong>at</strong>ified by Congress, the free trade<br />
agreement with Colombia would give dutyfree<br />
st<strong>at</strong>us to all <strong>flowers</strong> coming into the<br />
United St<strong>at</strong>es from Colombia.<br />
Although there appears to be general support<br />
in Congress for the agreement – and for<br />
those pending with South Korea and Panama<br />
as well – the pact is still controversial, with<br />
labor and business groups gearing up for a<br />
showdown this summer.<br />
Business groups tout job cre<strong>at</strong>ion and the<br />
opening <strong>of</strong> new markets for U.S. products as<br />
key benefits <strong>of</strong> the agreement.Labor groups<br />
claim the pact sends jobs over<strong>sea</strong>s, and they<br />
continue to have deep concerns over tre<strong>at</strong>ment<br />
<strong>of</strong> organized labor in Colombia – despite<br />
the country’s agreement to take a series <strong>of</strong><br />
steps to protect unions and labor leaders.<br />
House Ways and Means Committee Chairman<br />
Dave Camp (R-4-MI) said he was encouraged<br />
by the Administr<strong>at</strong>ion’s action and<br />
reaffirmed his desire to advance the trade<br />
pact along with other parts <strong>of</strong> the U.S. trade<br />
agenda including renewal <strong>of</strong> the Andean<br />
Trade Preference and Drug Eradic<strong>at</strong>ion Act<br />
(ATPDEA) – an issue SAF members took to<br />
Capitol Hill during SAF’s recent Congressional<br />
Action Days.<br />
While no timetable has been set, there is<br />
hope in Congress th<strong>at</strong> the agreement can<br />
be r<strong>at</strong>ified before the August congressional<br />
recess which begins August 8. |||<br />
Happy Gardening<br />
by Anthony Tesselaar<br />
It's different!<br />
Some part <strong>of</strong> our brain must be hot-wired to get excited by something<br />
th<strong>at</strong> is different. It's basic instinct. I spot something unexpected and I'm<br />
immedi<strong>at</strong>ely all eyes and ears. And I know I'm not alone. If you don't<br />
believe me, just stop for a moment when you're next out shopping and<br />
take a look around. I do this a lot, both for pr<strong>of</strong>essional reasons and<br />
because I'm <strong>of</strong>ten travelling with my wife Sheryl who enjoys buying<br />
presents for the family.<br />
People are forever scanning their environment and it's almost as if the<br />
usual is accepted without a break in step. But if you set up a flashing light,<br />
a fresh display or <strong>of</strong>fer a totally new product, it's like a magnet. People<br />
veer <strong>of</strong>f their p<strong>at</strong>h and into the orbit <strong>of</strong> the thing th<strong>at</strong> is different.<br />
Take this car sales yard we spotted in New Zealand a few months ago.<br />
Parts <strong>of</strong> it are familiar to all <strong>of</strong> us - shiny new cars arranged on a paved<br />
area immedi<strong>at</strong>ely outside a sales <strong>of</strong>fice. But here it's different. The parking<br />
bays are painted as a pastel piece <strong>of</strong> horizontal modern art. The black &<br />
white backdrop is another. The overall effect makes a specific potential<br />
market stop and consider buying a car which is itself clearly outside<br />
the range <strong>of</strong> conventional options. The choice to be different has been<br />
deliber<strong>at</strong>e and I suspect gre<strong>at</strong> care was taken in doing so.<br />
Which is my point. There is no question in my mind th<strong>at</strong> being different<br />
is a powerful tool, but it does need to be used with care. Something might<br />
be different but it also needs substance. It's a risk in business terms: wh<strong>at</strong><br />
if the New Zealand car yard had gone too far and alien<strong>at</strong>ed it's target<br />
group <strong>of</strong> potential customers In this case I suspect the owners <strong>of</strong> the<br />
car yard clearly had to make decisions about the degree <strong>of</strong> difference, in<br />
everything from the colour <strong>of</strong> the parking bay lines to the look <strong>of</strong> their<br />
business cards.<br />
Despite the effort needed both to find a way <strong>of</strong> being different, and a means<br />
<strong>of</strong> putting it out there, it's definitely something worth doing. But we still<br />
need to do the housekeeping cross checks - does it mesh in with the business<br />
plan, staff expertise, the budget Because there is a risk th<strong>at</strong> we could fall<br />
victim to the new thing just because it is different and new. After all, the<br />
difference is likely to be as seductive to ourselves as it is to our market.<br />
Anthony Tesselaar hails from Anthony Tesselaar<br />
Intern<strong>at</strong>ional, an intern<strong>at</strong>ional project management<br />
company dealing in plants, horticultural re<strong>sea</strong>rch &<br />
development and str<strong>at</strong>egic w<strong>at</strong>er management.<br />
www.tesselaar.com / ATesselaar@tesselaar.com<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 39
World News<br />
The Netherlands<br />
FloraHolland reports 7% increase in<br />
With annual sales <strong>of</strong> over €4.1 billion, 2010 was a good year for the FloraHolland flower auction. Price recovery was<br />
the principal reason why sales increased by nearly 7 per cent. In excess <strong>of</strong> <strong>12</strong> billion <strong>flowers</strong> and plants were sold<br />
over the year through the cooper<strong>at</strong>ive's five Dutch loc<strong>at</strong>ions <strong>at</strong> Aalsmeer, Bleiswijk, Eelde, Naaldwijk and Rijnsburg.<br />
“But even this price recovery was<br />
not enough in and <strong>of</strong> itself to put the<br />
growers and traders on the road to<br />
pr<strong>of</strong>itability,” general manager Timo<br />
Huges said as the annual figures were<br />
unveiled. “So more than ever, it's crucial<br />
to work closely with producers and<br />
traders to unlock the market potential<br />
th<strong>at</strong> we see.”The cooper<strong>at</strong>ive auction<br />
organis<strong>at</strong>ion, whose production and<br />
sales are increasingly intern<strong>at</strong>ional in<br />
n<strong>at</strong>ure, marks its centenary this year.<br />
The auction's robust financial health<br />
has allowed some money to be<br />
returned to its members. “We've been<br />
able to hand back €19 million to our<br />
members, which is half <strong>of</strong> the money<br />
paid in 2010 in member loans — giving<br />
them a bit <strong>of</strong> a bre<strong>at</strong>her,” says financial<br />
director Erik Leeuwaarden. “With a<br />
solvency <strong>of</strong> 23 per cent and a solvency<br />
base <strong>of</strong> nearly 47 per cent, our cooper<strong>at</strong>ive<br />
has a sound base.”<br />
Over both 2010 and <strong>2011</strong>, FloraHolland<br />
has been investing €75 million,<br />
especially in logistical resources (such<br />
as standardising the fleet <strong>of</strong> auction<br />
trolleys) and in expansion opportunities<br />
for its customers, wholesalers and<br />
exporters.<br />
Sales <strong>at</strong> the auctions are becoming<br />
more and more virtual. Around 50 per<br />
cent <strong>of</strong> cut flower sales via the auction<br />
clock are now processed through<br />
Remote Buying (KoA), a system th<strong>at</strong><br />
lets the buyer — whether present in<br />
the auction room or anywhere else<br />
in the world — make their decisions<br />
based on digital inform<strong>at</strong>ion. Over 70<br />
per cent <strong>of</strong> total flower and plant sales<br />
are traded without the buyer ever having<br />
physically seen the product <strong>at</strong> the<br />
clocks or <strong>at</strong> FloraHolland Connect.<br />
Italy<br />
Eur<strong>of</strong>lora Italy <strong>at</strong>tracts 430,000 visitors<br />
The 10th edition <strong>of</strong> Eur<strong>of</strong>lora – which was held <strong>at</strong> Genoa Fair & Exhibition Centre (Fiera di Genova) from Thursday 21 April to Sunday<br />
1 May – was unanimously praised for the quality <strong>of</strong> its design solutions and the charm and excellence <strong>of</strong> the products on display. The<br />
show recorded 430,000 visitors over eleven days.<br />
Against the background <strong>of</strong> a long-lasting economic crisis which is<br />
affecting all the largest events applying the “entrance by ticket” policy,<br />
the visitor flow was excellent every day except on the Easter S<strong>at</strong>urday<br />
and Sunday - this was the first time Eur<strong>of</strong>lora coincided with the Easter<br />
holidays.<br />
Thanks to the presence <strong>of</strong> 800 exhibitors representing 19 Italian regions<br />
and 16 foreign countries and to the organis<strong>at</strong>ion <strong>of</strong> 500 technical<br />
and aesthetic contests and <strong>12</strong>6 events (including conferences, workshops,<br />
missions <strong>of</strong> foreign pr<strong>of</strong>essional oper<strong>at</strong>ors and institutions),<br />
Eur<strong>of</strong>lora is thus confirmed as the largest and most qualified flower<br />
show among the European floralies, a result th<strong>at</strong> suggests promising<br />
perspectives for the extraordinary 2015 edition, which will coincide<br />
with Milan's Expo.<br />
According to Fiera di Genova’s Chairman, Paolo Lombardi, and<br />
Managing Director, Roberto Urbani, the 10th edition <strong>of</strong> the show has<br />
achieved three main objectives: an improvement <strong>of</strong> the products on<br />
display, a thorough rethinking <strong>of</strong> the event's organis<strong>at</strong>ion (including<br />
rel<strong>at</strong>ed events taking place in the city), and a special focus on intern<strong>at</strong>ionalism<br />
and on ensuring the visibility <strong>of</strong> pr<strong>of</strong>essional oper<strong>at</strong>ors,<br />
also through a renewed involvement <strong>of</strong> large priv<strong>at</strong>e nurseries. In<br />
the management’s words “Eur<strong>of</strong>lora received extensive coverage<br />
on the media and on the web, which also played an important role in<br />
terms <strong>of</strong> e-ticketing. Moreover, the public seemed to appreci<strong>at</strong>e the<br />
leading themes <strong>of</strong> the show: biodiversity, environmental sustainability,<br />
greenery and vegetable gardens meant as a lifestyle”. |||<br />
40 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Certifiable in California<br />
by John Ingwersen<br />
turnover<br />
Veiling Rhein-Maas in Herungen,<br />
Germany is a joint venture between<br />
FloraHolland and the German organis<strong>at</strong>ion<br />
Landgard. The former FloraHolland<br />
loc<strong>at</strong>ion <strong>at</strong> Venlo was merged into<br />
this joint venture in l<strong>at</strong>e November last<br />
year. So far, Veiling Rhein-Maas has<br />
been achieving higher sales than had<br />
been predicted.<br />
Production and sales are becoming<br />
increasingly intern<strong>at</strong>ional in n<strong>at</strong>ure.<br />
Also in Germany last year, the logistics<br />
hub <strong>of</strong> Tradepark Bremen was set up<br />
in partnership with the Flower Nursery<br />
Products Wholesale Associ<strong>at</strong>ion<br />
(VGB).<br />
By integr<strong>at</strong>ing the TFA import auction,<br />
FloraHolland has been able to <strong>of</strong>fer<br />
growers and traders more market<br />
opportunities and a broader, more indepth<br />
assortment. It is partly thanks to<br />
this move th<strong>at</strong> the number <strong>of</strong> over<strong>sea</strong>s<br />
members <strong>of</strong> the cooper<strong>at</strong>ive has<br />
grown to over 500. |||<br />
Less-than-fully<br />
r<strong>at</strong>ional optimists<br />
It’s been nearly three years now since the financial crisis and subsequent<br />
economic meltdown, and almost four since the beginning <strong>of</strong> the housing<br />
crash in the US. I recall pretty clearly when th<strong>at</strong> happened, in July <strong>of</strong><br />
2007. Things were going along swimmingly , then someone turned the<br />
lights out. Well, after lots <strong>of</strong> fun and games for the past few years, I’m<br />
pleased to announce th<strong>at</strong> while I haven’t found the light switch yet, I have<br />
managed to get some b<strong>at</strong>teries into my trusty flashlight and visibility is<br />
improving. Wh<strong>at</strong> is th<strong>at</strong> over there, a spot <strong>of</strong> optimism perhaps Let’s get<br />
some more light on th<strong>at</strong>…<br />
I guess it all starts with the fact th<strong>at</strong> to be a grower one really must be an<br />
optimist <strong>at</strong> heart. Considering all the challenges we face th<strong>at</strong> makes a lot<br />
<strong>of</strong> sense. It’s hard enough competing with the known variables, much<br />
less the antics <strong>of</strong> mother n<strong>at</strong>ure. And then there’s the planning cycle, <strong>at</strong><br />
least in the exterior landscape business. The palm and cycad seed I plant<br />
today will be ready to sell <strong>at</strong> the soonest in 3 to 4 years, and quite <strong>of</strong>ten<br />
much longer. Given fluctu<strong>at</strong>ions in economic conditions, the mere act <strong>of</strong><br />
planting a crop th<strong>at</strong> won’t be ready for years in and <strong>of</strong> itself represents an<br />
act <strong>of</strong> faith. If you hit it right, the pay<strong>of</strong>f can be pretty good. If you hit<br />
it wrong, you’ve got the makings <strong>of</strong> a big heap <strong>of</strong> green waste. Pessimists<br />
would shrink from th<strong>at</strong> scenario; too much risk for the potential <strong>of</strong> too<br />
little reward.<br />
So, while the pessimist might possess the more r<strong>at</strong>ional outlook, it bears<br />
pointing out th<strong>at</strong> one <strong>of</strong> the main reasons humanity has progressed is<br />
because <strong>of</strong> those less-than-fully r<strong>at</strong>ional optimists. For my part, th<strong>at</strong><br />
means it’s time to start browsing lists from various seed vendors. This<br />
is fun. I h<strong>at</strong>e going to the mall, but I can spend hours going through<br />
seed availability lists. Should I get this one, or th<strong>at</strong> one Wh<strong>at</strong> the heck,<br />
let’s try a couple thousand <strong>of</strong> both. I’m sure I’ll be able to sell it <strong>at</strong> some<br />
point, assuming I can sprout it and grow it successfully, <strong>of</strong> course. Take<br />
Jubea chilensis, the Chilean Wine Palm, for example. The seed can take<br />
up to 2 years to sprout, and then about another 8-9 years before you’ve<br />
got a saleable plant. There’s no way I can justify planting th<strong>at</strong> seed from<br />
a business perspective. In the same amount <strong>of</strong> time I could raise and sell<br />
3 or 4 crops turns <strong>of</strong> other, faster palms. But I do it because I happen<br />
to like the plant, and because I’m not just cre<strong>at</strong>ing a bit <strong>of</strong> cabbage, I’m<br />
helping to start a legacy. A Chilean Wine Palm can live to be more<br />
than 200 years old (if I have my numbers right, I think they can live<br />
even longer than th<strong>at</strong>) and so there’s a bit <strong>of</strong> gr<strong>at</strong>ific<strong>at</strong>ion knowing th<strong>at</strong><br />
something I started will be still be around long after I’m gone. Perhaps it’s<br />
putting it a bit simplistically, but to me th<strong>at</strong>’s one <strong>of</strong> the rewarding parts<br />
<strong>of</strong> wh<strong>at</strong> it means to be a grower.<br />
And so, even with all the moaning and groaning and complaining th<strong>at</strong><br />
growers are so fond <strong>of</strong>, we keep growing away, partly because growing is<br />
wh<strong>at</strong> we do, and partly because we know, really, th<strong>at</strong> tomorrow is going to<br />
be a better day. Now where’s th<strong>at</strong> darn light switch…..<br />
John Ingwersen gradu<strong>at</strong>ed with a degree in marketing<br />
from Georgetown University in 1990, and founded<br />
Jungle Jack’s, Inc. in 1995.<br />
sales@junglejacksthailand.com<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 41
World News<br />
Germany<br />
Christian Wulff opens BUGA<br />
Germany’s president Christian Wulff opened the Federal Intern<strong>at</strong>ional<br />
Horticultural Show, BUGA, on Friday April 15th.<br />
This year’s BUGA is being held in the 2000-year old town <strong>of</strong> Koblenz,<br />
the third largest city in Rhineland-Pal<strong>at</strong>in<strong>at</strong>e, with a popul<strong>at</strong>ion <strong>of</strong> 106,000<br />
inhabitants.<br />
The 48 ha Federal Horticultural Show Koblenz <strong>2011</strong> <strong>of</strong>fers its expected<br />
2 million visitors no less than 3,000 recre<strong>at</strong>ional and cultural <strong>at</strong>tractions<br />
and events, including 23 indoor flower shows.<br />
Conducting the <strong>of</strong>ficial opening <strong>of</strong> BUGA, Germany’s president Christian<br />
Wulff took a humoristic look <strong>at</strong> BUGA’s bre<strong>at</strong>htaking scenery. “Here<br />
we have the famous ‘Deutsches Eck’, the German ‘corner’ where the<br />
Moselle joins the Rhine, the palace and the fortress. It may look like a<br />
temporary stage which has been built purposely for BUGA, however, it<br />
has been there for ages.”<br />
Commenting on BUGA’s educ<strong>at</strong>ional task for its young visitors, Wulff<br />
expressed his wish th<strong>at</strong> after BUGA, all children were to know more<br />
flower and vegetable names than car brands.<br />
The BUGA show runs until October 16th. |||<br />
Germany’s president Christian Wulff<br />
(right) opened the BUGA show on Friday<br />
April 15.<br />
Cold Resistant<br />
Anthurium varieties<br />
<strong>of</strong>fer new chances for<br />
the cut flower World<br />
There is enough to see and discover. More than 200 novelties<br />
and varieties will be exhibited, both in the fields <strong>of</strong> P<strong>at</strong>io-,<br />
pot- and cut anthuriums as well as the product groups Vitex,<br />
Bougainvillea, Curcuma etc.<br />
But as a real breakthrough in the field <strong>of</strong> Anthuriums,<br />
RijnPlant Breeding presents its ‘cold resistant’ line.<br />
RijnPlant Breeding makes its entrance during the Flower<strong>Trials</strong>®<br />
You are most welcome <strong>at</strong> our loc<strong>at</strong>ion “Berckenrode” in<br />
Naaldwijk (the Netherlands) from Tuesday 14th to Friday<br />
17th June (8.00-17.00)<br />
Breeding BV<br />
®<br />
The address for visits during the Flower<strong>Trials</strong>® will be: Bosweg 6, 2671 BT Naaldwijk<br />
(the Netherlands) For quick access to all Flower<strong>Trials</strong> loc<strong>at</strong>ions, we advise you to register<br />
your visit online via www.flowertrials.nl<br />
For questions or more inform<strong>at</strong>ion, you can contact us in the following ways:<br />
email – flowertrials@rijnplant.com or tel. +31 (0) 174 44 56 95<br />
42 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Science Monthly<br />
Your source for the l<strong>at</strong>est horticultural re<strong>sea</strong>rch news<br />
Wageningen UR Greenhouse Horticulture is a leading re<strong>sea</strong>rch institute in the intern<strong>at</strong>ional greenhouse<br />
horticulture. Experience in both greenhouse horticulture and re<strong>sea</strong>rch allows the institute to develop and<br />
implement innov<strong>at</strong>ions for and in partnership with the horticultural industry. Re<strong>sea</strong>rch is focused on the<br />
development <strong>of</strong> a sustainable and competitive greenhouse horticulture. This section provides the readers <strong>of</strong><br />
FloraCulture Intern<strong>at</strong>ional with a comprehensive review <strong>of</strong> the l<strong>at</strong>est re<strong>sea</strong>rch and the provisional results.<br />
For further inform<strong>at</strong>ion please contact: José Frederiks, T +31 317 48 38 78 jose.frederiks@wur.nl<br />
The Naked Garden<br />
In early July,<br />
various crops<br />
grown in<br />
hydroculture<br />
will be on<br />
display <strong>at</strong><br />
the Hampton<br />
Court Flower<br />
Show. Growers,<br />
Wageningen<br />
UR<br />
Greenhouse<br />
Horticulture<br />
and Experimental<br />
Garden Zwaagdijk are supplying technique and plants for a<br />
show garden designed by the English garden architect David<br />
Domonayn. Tests with Petunia, Penstemon and stem roses on<br />
w<strong>at</strong>er are already running in Bleiswijk.<br />
'The Naked Garden' is the name <strong>of</strong> the garden designed by David<br />
Domoney for the Hampton Court Palace Flower Show in Surrey,<br />
South-West <strong>of</strong> London. Garden architect Domoney will be displaying<br />
plants th<strong>at</strong> are growing in hydroculture. The garden will count twelve<br />
trays <strong>of</strong> 1 m 2 . He is designing the garden together with scientists<br />
Tycho Vermeulen and Filip van Noort, perennial nursery Molter and<br />
Delphinium grower Nico Wigchert, both from Noordwijkerhout, and<br />
Ammerlaan Soil- and Hydro culture from Pijnacker. Together they<br />
will be supplying various herbaceous plants, stem rose, Delphinium,<br />
Dracaena, and fruit vegetables.<br />
“The crops will be grown in the Netherlands. Domoney will take<br />
care <strong>of</strong> the logistics and everything else th<strong>at</strong> is required for building<br />
the show garden,” says Vermeulen. “The show garden will be demonstr<strong>at</strong>ing<br />
th<strong>at</strong> Dutch horticulture is focusing on quality, innov<strong>at</strong>ion,<br />
and sustainability. At the same time, we learn about the possibilities<br />
<strong>of</strong> root spraying and flo<strong>at</strong>ing systems for a broad range <strong>of</strong> crops.”<br />
The Hampton Court Flower Show will be running from 5 to 10 July.<br />
Opening times during all days will be from 10:00 - 19:30 h. Tickets<br />
can be obtained from the Royal Horticultural Society. |||<br />
Daylight Greenhouse focuses on environmentally<br />
friendly grown pot plants<br />
Daylight Greenhouse focuses on environmentally friendly<br />
grown pot plants The Daylight Greenhouse (formerly Fresnel<br />
Greenhouse) on the Innov<strong>at</strong>ion and Demo Centre (IDC) has<br />
kicked <strong>of</strong>f a re<strong>sea</strong>rch project on environmentally friendly produced<br />
pot plants.<br />
The Daylight Greenhouse (formerly known as the Fresnel Greenhouse)<br />
was opened in Mid March and is the result <strong>of</strong> collabor<strong>at</strong>ion<br />
between Bode Project and Engineering and Wageningen UR Greenhouse<br />
Horticulture. The greenhouse combines the cultiv<strong>at</strong>ion <strong>of</strong> pot<br />
plants with the collection <strong>of</strong> sustainable energy.<br />
The Greenhouse as Energy Source<br />
An experiment has been started with seven different pot plants and<br />
energy yields are being recorded. This re<strong>sea</strong>rch is financed by the<br />
Product Board for Horticulture and the Ministry <strong>of</strong> EL&I (Economic<br />
Affairs, Agriculture and Innov<strong>at</strong>ion) in the context <strong>of</strong> the programme<br />
Greenhouse as Energy Source.<br />
At the south side <strong>of</strong> the Daylight Greenhouse fresnel lenses are<br />
placed between a double glass cover. A fresnel lens is a special lens<br />
th<strong>at</strong> is devi<strong>at</strong>ing direct sunlight to a focal line. Electricity and he<strong>at</strong> can<br />
be collected by placing a collector in such a focal line. Only diffuse<br />
light is entering the daylight greenhouse because (almost) all direct<br />
light is intercepted in this way. This is an ideal situ<strong>at</strong>ion for pot plant<br />
cultiv<strong>at</strong>ion, because these plants are origin<strong>at</strong>ing from the undergrowth<br />
<strong>of</strong> the tropical rainforest.<br />
Demo with pot plants<br />
A prototype <strong>of</strong> Daylight Greenhouse has been realised <strong>at</strong> the IDC.<br />
This greenhouse is 500 m 2 and has a span width <strong>of</strong> four metres.<br />
Three spans are fitted with thermal collectors and the fourth span<br />
has photovoltaic collectors.<br />
This summer, re<strong>sea</strong>rchers <strong>of</strong> Wageningen UR Greenhouse Horticulture<br />
will grow seven different pot plant species in the Daylight<br />
Greenhouse: Areca, Anthurium, Bromelia (Guzmania), Cal<strong>at</strong>hea,<br />
Asplenium (bird’s nest fern), Blue Star (fern) and Ficus.. Growth r<strong>at</strong>e,<br />
fresh and dry weight, and - most importantly - quality, expressed<br />
in possible leaf damage or discolour<strong>at</strong>ion <strong>of</strong> these plants, will be<br />
recorded. The total permissible (diffuse) light level is still considerably<br />
higher than the level allowed in practice (0-70% depending on<br />
the crop).<br />
Energy yield <strong>of</strong> the collectors will be measured as well. It is expected<br />
th<strong>at</strong> <strong>at</strong> the end <strong>of</strong> the summer 15 to 20 m³ n<strong>at</strong>ural gas equivalents <strong>of</strong><br />
he<strong>at</strong> per m² greenhouse will have been collected from the sunlight<br />
and around 25 to 35 kWh electricity. |||<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 43
Keukenh<strong>of</strong> Awards<br />
Keukenh<strong>of</strong> <strong>of</strong>fered<br />
no less than fifteen<br />
indoor flower shows<br />
where breeders and<br />
pr<strong>of</strong>essional growers<br />
were invited to take<br />
part in a VKC Quality<br />
Competition.From<br />
Freesias to daffodils,<br />
orchids to lilies, the<br />
<strong>2011</strong> Keukenh<strong>of</strong><br />
Indoor Shows had it<br />
all. It was blooming<br />
big business <strong>at</strong> the<br />
Keukenh<strong>of</strong>.<br />
by Jaap N. Kras and<br />
Ron van der Ploeg<br />
Keukenh<strong>of</strong> Awards<br />
as ‘crowning glory’ for<br />
breeders and growers<br />
Freesias<br />
When looking back on the past<br />
Keukenh<strong>of</strong> Freesia Show, Peet van<br />
Os, export manager <strong>at</strong> Dutch bulb<br />
supplier Van den Bos Flowerbulbs<br />
and chairman <strong>of</strong> the Dutch Freesia<br />
Promotion organis<strong>at</strong>ion, is s<strong>at</strong>isfied<br />
with the quality level <strong>of</strong> the 100<br />
vases on display. “Attendance <strong>at</strong> the<br />
show, however, was somewh<strong>at</strong> fl<strong>at</strong>”,<br />
says Van Os. He adds, “There are<br />
currently around 70 Freesia growers<br />
accounting for a Freesia hectarage<br />
th<strong>at</strong> has decreased from 470 ha in<br />
1988, to 150 ha in <strong>2011</strong>. If only half<br />
<strong>of</strong> the Freesia <strong>at</strong>tended the Freesia<br />
Award Ceremony evening, we<br />
would be more than happy. Unfortun<strong>at</strong>ely,<br />
there are far less growers<br />
showing up. Therefore, we are<br />
currently looking for ways to retool<br />
the whole event in order to make it<br />
more <strong>at</strong>tractive for the entire Freesia<br />
industry.”<br />
It’s a testing time for Dutch Freesia<br />
growers, because while some businesses<br />
are blooming, others are collapsing.<br />
Last year alone, the Freesia<br />
production area in the Netherlands<br />
decreased by 25ha.<br />
Nevertheless, huge progress has<br />
been made in Freesia growing. Back<br />
in 1988, growers used to grow<br />
one single crop, while nowadays<br />
they produce two crops per year.<br />
Some growers succeed in harvesting<br />
two crops with an average<br />
annual production <strong>of</strong> 400 stems<br />
per square meter, an absolute top<br />
performance compared to 20 years<br />
ago. “Over the last years, lots <strong>of</strong><br />
Freesia specialist<br />
Cor de Hoog was<br />
awarded the Silver<br />
Freesia Pin.<br />
time and energy has been put into<br />
a successful year round production”,<br />
outlines Van Os, “the product<br />
quality and production yields have<br />
improved significantly. Lighting<br />
and mist-type irrig<strong>at</strong>ion have been<br />
introduced and now th<strong>at</strong> we have<br />
nearly everything under control, it<br />
looks as if year round production<br />
is playing against us. An increasing<br />
number <strong>of</strong> consumers are turning<br />
towards <strong>sea</strong>sonal products and consider<br />
Freesia a typical spring flower.<br />
The peak sales <strong>sea</strong>son for Freesia<br />
runs from January to June. From<br />
July to December, however, we have<br />
to pull out all the stops. Valentine’s<br />
Day, Intern<strong>at</strong>ional Woman’s Day<br />
and Mother’s Day are simply not<br />
enough to run a year round Freesia<br />
business.”<br />
In 2010, the Dutch flower auctions<br />
marketed 30 million Freesia stems<br />
<strong>of</strong> which the majority were grown<br />
in the Netherlands. Freesia growing<br />
outside Europe, in countries such<br />
as Morocco and Ethiopia represents<br />
not more than 11 ha. “On the one<br />
hand you could say th<strong>at</strong> this plays<br />
to the advantage <strong>of</strong> Dutch growers,<br />
who are not menaced by cheap<br />
imports, as is the case with roses.<br />
On the other hand, being a typical<br />
Dutch production, with a decreasing<br />
number <strong>of</strong> companies means<br />
th<strong>at</strong> the Freesia risks becoming a<br />
somewh<strong>at</strong> unknown flower snowed<br />
under by cash crops such as roses<br />
and mums”, says Van Os. He adds,<br />
“Therefore, in promotion, the focus<br />
should be put on increasing the<br />
brand awareness <strong>of</strong> Freesia.”<br />
Meanwhile, the Keukenh<strong>of</strong> Freesia<br />
show has evolved into a powerful<br />
way <strong>of</strong> promoting Dutch Freesias<br />
competing for coveted awards in<br />
44 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Prize winners <strong>of</strong> the <strong>2011</strong> Keukenh<strong>of</strong> Hyacinth Show.<br />
the VKC Quality Competition.<br />
On the growers’ side, Keukenh<strong>of</strong><br />
Awards were handed out to John<br />
Kunst Bloemkwekerij from Heerhugowaard<br />
for their single, dark<br />
pink Freesia ‘Claire’ (9.66 points).<br />
In double Freesias, the first prize<br />
for growers went to VOF. M&A<br />
Barendse from ‘s-Gravenzande<br />
who obtained 9.50 points and the<br />
first prize for Freesia ‘Zafrerine<br />
Mandarine.’<br />
In the c<strong>at</strong>egory breeders, the single<br />
Freesia ‘Claire’ was awarded 9.56<br />
points and the first prize, while the<br />
Freesia with code number R-135<br />
from Penning Freesia won the first<br />
prize for double Freesias.<br />
Van den Bos Flowerbulbs won the<br />
Best Stand Award, while P. H<strong>of</strong>land<br />
was presented with the coveted<br />
Goemans Trophy for their stunning<br />
yellow Freesia ‘Maya’.<br />
Growers associ<strong>at</strong>ion Unicum celebr<strong>at</strong>ed<br />
its 15th anniversary and named a Freesia.<br />
At the occasion, consultant Cor de<br />
Hoog was awarded the Silver Freesia<br />
Pin for his leadership, vision and<br />
commitment as Freesia specialist<br />
serving the Dutch Freesia industry.<br />
The evening ended in a festive<br />
mood with grower’s associ<strong>at</strong>ion<br />
Unicum celebr<strong>at</strong>ing its 15th<br />
anniversary. Unicum was one <strong>of</strong><br />
the first grower’s associ<strong>at</strong>ions in<br />
the Netherlands, in an <strong>at</strong>tempt to<br />
increase sales, especially in the UK.<br />
Today, Unicum has 15 member<br />
growers who produce 150 million<br />
stems per year, which accounts for<br />
50% <strong>of</strong> the total Freesia supply in<br />
the Netherlands. Over the years,<br />
Unicum’s major goal, a better price<br />
for the adhering Freesia growers,<br />
has remained unchanged yet the<br />
associ<strong>at</strong>ion is now also targeting<br />
different export markets, such as<br />
Germany.<br />
Prize winners <strong>of</strong> the <strong>2011</strong><br />
Keukenh<strong>of</strong> Freesia Show.<br />
Bre<strong>at</strong>htaking<br />
Freesia beauty.<br />
Photo: Nora van Zalinge<br />
Hyacinths<br />
At the end <strong>of</strong> March Keukenh<strong>of</strong>’s Willem-<br />
Alexander pavilion was the home <strong>of</strong> the<br />
hyacinth. Opened on March 24, the 24th<br />
Hyacinth Show ran for a whole week, <strong>at</strong>tracting<br />
thousands <strong>of</strong> visitors with its diverse<br />
aromas and incredibly bright colours.<br />
The Dutch Hyacinth industry, covers a r<strong>at</strong>her<br />
stable <strong>12</strong>00 ha. Re<strong>sea</strong>rch is underway, looking<br />
for ways <strong>of</strong> emission-free production <strong>of</strong><br />
bulbs. In tests cr<strong>at</strong>es with five different types<br />
<strong>of</strong> substr<strong>at</strong>e are used for bulb production<br />
allowing for a better control <strong>of</strong> pests and<br />
di<strong>sea</strong>ses while reducing emissions <strong>of</strong> fertilisers<br />
and pesticides to the surface w<strong>at</strong>er.<br />
Re<strong>sea</strong>rch is also focused on the technique <strong>of</strong><br />
scoring, which is used to improve <strong>of</strong>fset bulb<br />
initi<strong>at</strong>ion and its rel<strong>at</strong>ed risks on pests and<br />
di<strong>sea</strong>ses. Also, much effort has been put into<br />
finding a solution for the growing problem<br />
<strong>of</strong> hyacinth bulbs cultiv<strong>at</strong>ed in pot<strong>at</strong>o di<strong>sea</strong>se<br />
sensitive soils in Northern Holland. A problem<br />
which doesn’t exist in the famous bulb<br />
area Duin and Bollenstreek where there is a<br />
general interdiction to growing pot<strong>at</strong>oes.<br />
Traditionally the opening <strong>of</strong> the Hyacinth<br />
Show coincides with an Award Ceremony<br />
event <strong>at</strong> Keukenh<strong>of</strong> where the winners <strong>of</strong> the<br />
VKC Quality Competition are revealed.<br />
This year J. S Pennings from Breezand won<br />
the Best Stand Award for their broad assortment<br />
in striking colours.<br />
In the c<strong>at</strong>egory red, orange, pink, the associ<strong>at</strong>ed<br />
growers Nord/Lommerse/NJJde<br />
Wit/Hobaho took the first prize for their<br />
impressive present<strong>at</strong>ion <strong>of</strong> the oldie ‘Pink<br />
Pearl’, which was praised by the VKC jury<br />
for the perfect balance between foliage and<br />
<strong>flowers</strong>. In addition, the same ‘Pink Pearl’<br />
was recognised as Keukenh<strong>of</strong>’s Best Hyacinth<br />
and awarded with the Keukenh<strong>of</strong> Award.<br />
In white and yellow hyacinths, Hogervorst/<br />
Van der Salm took home the first prize with<br />
a hyacinth under code number, while in blue/<br />
purple J.S. Pennings from Breezand swept<br />
the boards with a Hyacinth under code<br />
number but in super quality.<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 45
Keukenh<strong>of</strong> Awards<br />
Daffodils<br />
Leenen’s daffodils <strong>at</strong> Keukenh<strong>of</strong>.<br />
Daffodil fields <strong>at</strong> Leenen.<br />
The fifteen Indoor Flower Shows<br />
<strong>at</strong> Keukenh<strong>of</strong> address a wide audience,<br />
from consumers to industry<br />
peers and serve as an important<br />
pl<strong>at</strong>form for the exchange <strong>of</strong> ideas<br />
and re<strong>sea</strong>rch findings. In the four<br />
pavilions <strong>at</strong> Keukenh<strong>of</strong>, breeders,<br />
growers and buyers will not only<br />
find the most beautiful varieties but<br />
also the l<strong>at</strong>est breeding breakthroughs.<br />
Starting with Freesia,<br />
Amaryllis and tulips, the Keukenh<strong>of</strong><br />
Indoor Flower Show traditionally<br />
ends with the largest Lily Show<br />
in the world.<br />
On Thursday April 14th, the Keukenh<strong>of</strong><br />
Daffodil Show opened its<br />
doors and on the same daygrowers<br />
and breeders particip<strong>at</strong>ed in a VKC<br />
Quality Competition, including<br />
awards for the best daffodils<br />
for containers, landscaping and<br />
borders.<br />
The delic<strong>at</strong>e scent <strong>of</strong> daffodils filled<br />
Keukenh<strong>of</strong>’s Oranje Nassau Pavilion,<br />
where the Daffodil Show took place<br />
from April 14 to 19. Daffodils are<br />
the ultim<strong>at</strong>e heralds <strong>of</strong> spring and<br />
not only omnipresent in the Keukenh<strong>of</strong><br />
gardens, but also in meadows<br />
and alongside public roads.<br />
Narcissus ‘Pacific Rim’ <strong>of</strong> grower’s<br />
associ<strong>at</strong>ion the Daffodil 10 from<br />
Burgervlotbrug, won the Best<br />
Container Daffodil Award , Narcissus<br />
‘All White’ from J. de Winter<br />
Voorhout took home the Best<br />
Border Daffodil while Narcissus<br />
‘Baby Boomer’ <strong>of</strong> Breeder’s Associ<strong>at</strong>ion<br />
Spectrum Breezand won the<br />
Best Landscape Daffodil Award.In<br />
the Best Stand Competition, H.M.<br />
Meeuwissen from Voorhout won<br />
the first prize.<br />
The royal general associ<strong>at</strong>ion <strong>of</strong><br />
the Dutch bulb industry KAVB,<br />
named daffodil breeder and grower<br />
W.F. Leenen as Best Daffodil<br />
Breeder. For gener<strong>at</strong>ions Leenen<br />
has bred daffodils and the assortment<br />
is astonishing and diverse<br />
in colours. Leenen’s assortment<br />
includes species which vary from<br />
green to nearly red and fe<strong>at</strong>ure<br />
two-toned and double <strong>flowers</strong>. “In<br />
daffodil breeding, we look for<br />
upward facing <strong>flowers</strong>” JaapLeenen<br />
explained. Another specific breeding<br />
criteria is the strength <strong>of</strong> the<br />
stem. “We only select varieties with<br />
a strong stem. Daffodils on sturdy<br />
stems not only appeal to the florists<br />
and consumers, they are also much<br />
easier to harvest.”<br />
Fragrance is another important fe<strong>at</strong>ure,<br />
outlines Jaap. He says, “The<br />
scent <strong>of</strong> daffodils and hyacinths<br />
is for many people the sign th<strong>at</strong><br />
spring has finally arrived and therefore<br />
these <strong>flowers</strong> are really loved.”<br />
For decades, Leenen has been a<br />
family company and Jaap’s two<br />
sons, Jaco and Dirk and his daughter<br />
Geertje, work in the company so<br />
the continuity is secured.<br />
Is it possible to makea living by<br />
Daffodil breeding “No,” says Jaap<br />
decisively. He adds, “ But we also<br />
propag<strong>at</strong>e and grow daffodils as cut<br />
<strong>flowers</strong>, keeping most <strong>of</strong> our own<br />
varieties to ourselves. Inthe sales<br />
<strong>sea</strong>son <strong>of</strong> cut daffodils, which runs<br />
from November to April, we work<br />
exclusively together with a specific<br />
group <strong>of</strong> floral wholesale friends and<br />
our priority is to keep the supply<br />
chain closed. Therefore, we usually<br />
manage to receive very good prices<br />
for our <strong>flowers</strong>.”<br />
In an <strong>at</strong>tempt to spread labour,<br />
Leenen also specialises in Amaryllis<br />
and Frittalaria breeding.“These<br />
<strong>flowers</strong> come l<strong>at</strong>er and the harvest<br />
and prepar<strong>at</strong>ion <strong>of</strong> bulbs follows the<br />
daffodil <strong>sea</strong>son. Also, markets are<br />
different with a high demand for<br />
daffodils in Europe. As for Frittalaria,<br />
the UK is an important export destin<strong>at</strong>ion<br />
for Amaryllis while Frittalaria<br />
is a bestseller in Japan.<br />
For further inform<strong>at</strong>ion visit<br />
www.wfleenen.com<br />
Leenen specialises in a beautiful<br />
assortment <strong>of</strong> rare varieties. The company<br />
is run by hard working people<br />
with a no nonsense approach and<br />
therefore really deserves recognition<br />
from the KAVB.<br />
The KAVB named daffodil breeder and grower Jaap Leenen as<br />
Best Daffodil Breeder.<br />
46 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
Cees Hageman, sales manager De Ruiter Innov<strong>at</strong>ions BV<br />
and co-organiser <strong>of</strong> the Keukenh<strong>of</strong> Rose Show.<br />
Keukenh<strong>of</strong> showcased the widest array <strong>of</strong> roses,<br />
in all shapes, sizes and colours.<br />
Roses<br />
With an estim<strong>at</strong>ed 100% <strong>of</strong> Dutch<br />
rose breeders and a 50% <strong>of</strong> Dutch<br />
rose growers particip<strong>at</strong>ing, the<br />
Keukenh<strong>of</strong> Rose Show is strongly<br />
supported by the sector. The event<br />
has emerged as a powerful way to<br />
promote Dutch roses.<br />
Gerard de Wagt, secretary <strong>of</strong> the<br />
VKC (Permanent Judging Committee)<br />
revealed the winners <strong>of</strong> the<br />
<strong>2011</strong> Rose Quality Competition on<br />
Thursday April 20th.<br />
In the c<strong>at</strong>egory Breeders, Schreurs<br />
was presented with the Keukenh<strong>of</strong><br />
Award with its ‘White Naomi’ rose<br />
with a score <strong>of</strong> 9.55 points. Kordes<br />
Roses Intern<strong>at</strong>ional came second<br />
with its new large-headed, yellow<br />
variety ‘Sunstar’. The orange and<br />
yellow hued ‘Cuba Libre’ from Olij<br />
Rozen ended third earning 9.35<br />
points.<br />
On the growers side, Meijer<br />
Roses again swept the boards in the<br />
c<strong>at</strong>egory Large-headed Roses with<br />
a stunning display <strong>of</strong> ‘Avalanche’<br />
(9.55 points). Like last year this<br />
rose grower from Pijnacker was<br />
presented with the Keukenh<strong>of</strong><br />
Award. In spray roses, breeding<br />
company Interplant from Leersum<br />
took home the Keukenh<strong>of</strong> Award<br />
for their ‘White Lady’.<br />
Rosa ‘Sweet Avalanche+’, from<br />
Meijer Roses was awarded the<br />
VGB Award. A jury <strong>of</strong> Dutch<br />
exporters elected the s<strong>of</strong>t pink<br />
tea hybrid as the rose with<br />
the best marketability. ‘Red<br />
Naomi’ from rose grower Van<br />
der Drift from Kwintsheul and<br />
Rosa ‘Avalanche+’ from Meijer<br />
Roses Pijnacker took second<br />
and third prize with respectively.<br />
Both ‘Avalanche+’ and ‘Sweet<br />
Avalanche+’ are bred by the Lex+<br />
the Rose Factory.<br />
Alstroemerias<br />
The Keukenh<strong>of</strong> Alstroemeria Show<br />
ran from April 28th to May 3rd<br />
with the winners <strong>of</strong> the VKC Quality<br />
Competition revealed on Thursday<br />
28th. The show was a sound<br />
successand fe<strong>at</strong>ured more than 70<br />
vases and 50 different Alstroemeria<br />
varieties.<br />
Overall, premium quality <strong>flowers</strong><br />
could be seen on display: colourful,<br />
big-budded, long-stemmed and<br />
exotic Alstroemerias.<br />
In the Best Stand Competition<br />
H.M. Tesselaar from Heerhugowaard<br />
took the first prize while<br />
breeder HilverdaKooij won the<br />
Alstroemeria Award with the pink<br />
and white-edged Alstroemeria<br />
‘Hawaiian Dream’.<br />
As for the growers, H.M Tesselaar<br />
from Heerhugowaard was<br />
presented with the Alstroemeria<br />
Grower Award for its Alstroemeria<br />
‘Siberia’ which scored 9.75 points.<br />
BZ Together2Grow took home<br />
Photo: Nora van Zalinge<br />
OZ Export’s Marco Vermeulen presents<br />
Kees Zuidgeest <strong>of</strong> BZTogether2Grow<br />
with the VGB Trade Award.<br />
the VGB Trade Award for again<br />
Alstroemeria ‘Siberia’.<br />
Alstroemeria grower Tesselaar did a<br />
really marvellous job by occupying<br />
the first eleven places in the<br />
Quality Competition for Growers.:<br />
‘Siberia’ (1), ‘Komodo’(2), ‘ Balo’<br />
(3), ‘Hercules’ (4) , ‘Ton<strong>at</strong>iuh’ (5),<br />
‘Adelaide’ (6), ‘Toronto’ (7), ‘Paxi’<br />
(8) , ‘Santiago’ (9), ‘Monte Azzuro’<br />
(10) and ‘Casino’ (11).<br />
Alstroemerias wowed<br />
the crowds <strong>at</strong> this<br />
year’s Keukenh<strong>of</strong>.<br />
Photo: Nora van Zalinge<br />
June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 47
Keukenh<strong>of</strong> Awards<br />
Bouvardias and Carn<strong>at</strong>ions<br />
Keukenh<strong>of</strong>’s Bouvardia Show<br />
proved th<strong>at</strong> even a small flower<br />
can have a huge potential. The<br />
event coincided with the <strong>of</strong>ficial<br />
launch <strong>of</strong> the high pr<strong>of</strong>ile<br />
Bouvardia-Make-Every-Moment-<br />
Special campaign.<br />
In the VKC Quality Competition<br />
breeding company Royal van<br />
Zanten, which acquired the Bouvardia<br />
nursery <strong>of</strong> John de Jong in<br />
Roel<strong>of</strong>arendsveen in 2009, took<br />
home the Keukenh<strong>of</strong> Awardfor<br />
their Bouvardia ‘Diamond<br />
Darkpink’ (9.48 points), while<br />
Bouvardia grower Jaap Vreeken<br />
from Rijsenhout ended second<br />
with his ‘Royal Daphe Fresco’,<br />
which was good for 9.36 points.<br />
The Bouvardia Show ran parallel<br />
to the Carn<strong>at</strong>ion Show where<br />
grower Zuurbier form Heerhugowaard<br />
was presented with the<br />
Keukenh<strong>of</strong> Carn<strong>at</strong>ion Award<br />
for their standard carn<strong>at</strong>ion<br />
‘Hilnotre Notre Dame’. In spray<br />
carn<strong>at</strong>ions grower André van<br />
Kester took the first prize with<br />
his Dianthus ‘White<br />
Fleurette’(9.48 points).<br />
Bouvardia, a small flower with a huge potential.<br />
Spray carn<strong>at</strong>ions stole the show.<br />
Photo: Nora van Zalinge<br />
Exotic Phalaenopsis beauty.<br />
Orchids<br />
In large flowered cut Cymbidium<br />
grower Ronald Ammerlaan<br />
took home the first prize with<br />
his orange ‘Manon’ which was<br />
given 9.50 points, while in small<br />
flowered Cymbidium grower Leo<br />
v.d. Helm from Nootdorp was<br />
presented with an Award for his<br />
‘Sultan’. In potted Cymbidium<br />
Ruiter Orchids form Andijk took<br />
home an award for its ‘Dorothy<br />
Stockstill’ (9.40 points).<br />
In large flowered potted Phalae-<br />
nopsis Piko Plant from Nootdorp<br />
swept the boards by occupying the<br />
first five places in the VKC Quality<br />
Competition.. Piko’s ‘Fancy’ was<br />
recognised as overall winner and<br />
was good for a Keukenh<strong>of</strong> Award.<br />
In small flowered potted Phalaenopsis<br />
grower Pannekoek from Berkel<br />
and Rodenrijs won the first prize<br />
for their ‘Tiny Doll’. The VKC jury<br />
praised this Phalaenopsis for its<br />
sturdy long stems, uniform flowering<br />
and perfect growth habit. |||<br />
48 www.FloraCultureIntern<strong>at</strong>ional.com | June <strong>2011</strong>
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COMPANY PAGE WEBSITE COMPANY PAGE WEBSITE<br />
Art Design Associ<strong>at</strong>es Inc. ...........................................49..........www.artdesignassoci<strong>at</strong>ies.com<br />
Asocolflores (Pr<strong>of</strong>lora <strong>2011</strong>) ........................................ 36 ...............................www.pr<strong>of</strong>lora.org.co<br />
Braam Young Plants....................................................... 30 ........................................www.ferns.com<br />
Briza Public<strong>at</strong>ions ........................................................... 46 ...............www.briza.co.za/floraculture<br />
Dutch Plantin ..................................................................... 6 ..........................www.dutchplantin.com<br />
Eco Protecta/Hortus Supplies ......................................36...................................... www.protecta.nl<br />
E-Flora .................................................................................49............................... www.e-flora.waw.pl<br />
Ellegaard ............................................................................10.....................................www.ellepot.com<br />
Enbio Technology ............................................................18..................www.enbiotechnology.com<br />
Flora<strong>sea</strong>rch Inc. ...............................................................49........................... www.flora<strong>sea</strong>rch.com<br />
Floricultura B.V. ..................................................................6.............................www.floricultura.com<br />
Florist de Kwakel ................................................................2.................................. www.gerbera.com<br />
Flowers and Cents ...........................................................36...................www.<strong>flowers</strong>andcents.org<br />
Flowers Expo Moscow ..................................................30.............................www.<strong>flowers</strong>-expo.ru<br />
Herkuplast Intern<strong>at</strong>ional ................................................22............................. www.herkuplast.com<br />
Hilverdakooij .....................................................................18.............................. www.hilverdakooij.nl<br />
IFEX (8th Intern<strong>at</strong>ional Flower Expo Tokyo) ..............38..........................................www.ifex.jp/en<br />
Jiffy Products Intern<strong>at</strong>ional B.V. ..................................38.....................................www.jiffypot.com<br />
Koppert ...............................................................................22........................................www.koppert.nl<br />
Lex+ .....................................................................................34................................................. www.lex.nl<br />
Market News Service ....................................................36.......................... www.intracen.org/mns<br />
Messe Essen GmbH ........................................................ 3 ................................www.ipm-messe.de<br />
OFA (Plug & Cutting Conference) ................................34....................www.<strong>of</strong>a.org/conferences<br />
Pindstrup Mosebrug A/S ...............................................52................................www.pindstrup.com<br />
Plantarium..........................................................................22 ..................................www.plantarium.nl<br />
Policar Arava Farm .........................................................36.....................................www.smmol.com<br />
Rijnplant Breeding ...........................................................42..................................www.rijnplant.com<br />
Royalty Administr<strong>at</strong>ion Intl. ...........................................35.......................www.rai-worldwide.com<br />
Sion ......................................................................................16............................................. www.sion.eu<br />
Takii & Co., Ltd.................................................................... 6 .........................................www.takii.co.jp<br />
Wetering Potlilium BV ....................................................51.................................. www.lilylooks.com<br />
Wilk van der Sande .........................................................34.............................................www.wvds.nl<br />
HTA (Horticultural Trades Ass.) ...................................50................................ www.the-hta.org.uk<br />
This index is provided as a service to our readers. The publisher does not assume responsibility for errors or omissions.<br />
Visit FloraCulture Intern<strong>at</strong>ional advertisers on the internet by linking to their Websites from our Digital Online Advertiser Index <strong>at</strong><br />
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June <strong>2011</strong> | www.FloraCultureIntern<strong>at</strong>ional.com 49
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