2014 CIOPORA Chronicle

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Opinion It is no secret that since the Industrial Revolution our world has been changing rapidly, constantly challenging the society and the world economy to swiftly adapt to the new circumstances and the latest technology. This has been an evolutionary process: those who remained ignorant to the persistent ticking of the clock, those who failed to recognise new opportunities and to metamorphose in accordance to the changing environment, often found themselves outrun by the time and the system. Today is no exception as our digitalised, urbanised, globalised and a somewhat greener society unfolds itself before our eyes. The Ciopora Chronicle asked four horticultural experts to share their views on how the latest tendencies of the social and economic development are affecting the green sector and how it should react to the changing circumstances. Challenges of modern horticulture Stepping up to the challenge of digital Most breeders today maintain a website, but miss out on the opportunity to effectively use the internet for their marketing activities. Many websites are poorly structured and outdated. In a world where people rely on the internet for information, there is an urgent need for breeders to step up their online game in order to stay competitive and gain a better understanding of their customers’ preferences. Social media isn’t the solution Many companies turn to social media in order to inform potential clients about their products. A recent report (E-commerce Quarterly EQ4 2013 by Monetate) on the usefulness of social media states that social media are not effective for business-to-business (B2B) promotional activities. When professionals are looking for products online, they start at Google.com (or another search engine), rather than passively checking Facebook updates. by Pieter Kroese Overview of product interest from buyers of the Russian Federation (April 2014). Individual percentages reflect total percentage of inbound search from the Russian Federation on FlorAccess.com Measuring search behaviour leads to insights If you knew what your potential clients are looking for, wouldn’t that create valuable insights for your business? Wouldn’t it be wonderful to see how interested the Turkish or UK market is in your new creations? What would really benefit the horticulture industry is to collaborate and create a common platform: a central place on the internet where everyone’s assortment can be found and that could be used to aggregate and analyse search behaviour. Such a platform captures more data than individual websites simply because it offers a much wider assortment. Subsequently it allows you to understand what your customers are looking for. It’s already happening… We have developed FlorAccess.com with the sole goal to bridge exactly this gap for the floriculture supply chain. It informs buyers from around the world about assortment, availability and source. It is independent and allows all parties throughout the supply chain to inform the market about their products, novelties and availability. It produces and distributes 12 www.FloraCulture.eu | CIOPORA Chronicle June 2014
Making sustainability a reality information about product preferences in all the corners of the globe based on search behaviour, which facilitates the B2B chain in assessing where to direct marketing and logistical activities. Get valuable information to boost your business So once we understand what people are looking for, how will this benefit the industry? Just think of the amount of time and money spent on product development in horticulture. There are few industries where product development is still so disconnected from a true understanding of the demand. The internet can’t shorten the cycle of product development, but it can provide valuable customer input along the way and accelerate introduction of new varieties by informing the right channels at the right time. When used effectively, this is how floriculture companies can use the internet to adapt to their rapidly changing environment. ||| About the author Pieter Kroese is managing director of FlorAccess.com. Before becoming involved with FlorAccess in 2012, Pieter had held various strategic management positions and had been active in both the fruit & vegetables and floriculture industries. Plants are good for the environment. They play a crucial role in the functioning of our world and, rather than causing environmental problems, are one of the key weapons in the battle against global warming and many more of the worlds’ problems. With this huge benefit on the side of the industry it becomes even more important to ensure plant production measures up to ever increasing sustainability standards. Expectations come from NGO campaigners, retailers, legislation, certification schemes and business corporate responsibility. Key challenges relate to the management of scarce resources and the avoidance of environmental pollution. Specific challenges vary between countries and continents. Water For many countries the scarcity of water, possibly linked with climate change or other practices, is a significant challenge that could lead to some areas being unable to produce crops as ‘higher priority’ users take precedence. The need for production to be water efficient, without costing so much that it reduces viability, is a major challenge for many producers as is the threat of water restrictions on the end customer. by Tim Briercliffe Growing media The industry is also frequently questioned on its use of other natural resources. The sustainability of growing media and the environmental concerns associated with the use of peat is a challenge for some countries, whereas others are forced to find alternative energy sources as the cost of fuel for heating, and transport makes heated glasshouse production in some countries uneconomic. Crop protection Tighter regulatory environmental controls worldwide are also reducing the availability of pesticides. The maintenance of a robust crop protection armory is critical for growers so the challenge of quality crop production with minimal use of pesticides is a reality now that will only get tougher. With an increase in the global trade in plants many countries are becoming more aware of the threats posed by imported pests and diseases as well as non-native plant species. The industry must take a responsible approach here, ensuring only the movement of plants that do not introduce or spread pests and diseases, to avoid more movement restrictions in future. Consumers and governments will not tolerate a trade that damages its own environment. Pest Risk Analysis by some countries can also slow down the introduction of new plants, presenting a significant business challenge to some businesses. Waste minimisation Waste minimisation is important for business productivity but also has a significant environmental benefit. How growers deal with this issue in future is an important area and includes approaches taken to plastic plant pots where the ability to recycle and minimise carbon footprint will increasingly influence consumer purchasing behavior. Opportunities However, with challenges come opportunities. Strong environmental credentials provide business advantage as demonstrated through significant global membership of sustainability-based certification schemes. Also the benefits of green planting in urban areas, as shown through more worldwide enthusiasm for ‘Green City’ concepts, will also drive this market in the future. The world needs a robust plant production industry and as long as the sector keeps addressing the challenges faced then we can all look forward to a future that is sustainable in every sense. The AIPH Environment & Plant Health Committee regularly debates these issues to find international solutions. ||| About the author Tim Briercliffe is Secretary General of the AIPH, the International Association of Horticultural Producers. >>> CIOPORA Chronicle June 2014 | www.FloraCulture.eu 13
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