Achillea

POSTHARVEST CARE
Whether flowers are delivered in a Volkswagen bus to the farmers’ market down
the road or shipped thousands of miles across the world, comprehensive postharvest
care and handling are essential. It may be argued that no one step in the
chain of marketing flowers to the consumer is more important than any other.
That is, if even one step is poorly accomplished, the whole chain is weakened: if
water quality is poor, the fertility program is out of balance; if the incorrect cultivar
is grown, the quality and potential sales of the crop suffer. These comments
are true; however, once the stem is cut, proper harvesting, handling, and postharvest
treatments are essential for maintaining the quality of the flowers. Without
a suitable postharvest program, the wholesaler, florist, or consumer is being
sold a defective item.
The grower is responsible for the first stage of postharvest treatment, but
others who handle the flowers (wholesaler, trucker, florist) have equal responsibility.
It is easy to understand the importance of postharvest techniques when
flowers must be shipped a long distance, but perhaps not so easy to justify the
expense and trouble when they are only going across town. That thinking gets
everyone in trouble. A lack of a consistent postharvest program can limit the
sale of fresh flowers and greens. Consumers feel cheated when the flowers they
purchase decline prematurely. The perception of “not getting one’s money’s
worth” is extremely dangerous to this industry and must be eliminated.
Carnations and chrysanthemums are popular because, in addition to shipping
well, florists and the public perceive they are a good value for the money.
That perception is the key to success in the fresh cut flower industry. Message to American
growers: if your flowers are not fresher, of better quality, and longer lasting than
those from overseas, then you should think seriously about another line of work.
We need to sell more flowers, period. Better postharvest care translates into
more flowers being sold, regardless of origin. More flowers sold translates to
higher public visibility and a perceived necessity of the product. Purchasing
flowers should be as commonplace as renting a video or dining out, but this
won’t happen until the value for the money spent is perceived to be at least equal
to that movie or meal. The industry must not only believe in the importance of
correct postharvest treatments but practice them as well, for if flowers are not
well handled, the future of the cut flower grower is questionable.
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