Lesson 1Exploring the International Flower Market

Interest Approach Why are flowers imported from

foreign countries? Why do we not grow all the

necessary flowers here in the United States?

What do you think is the percentage of flowers that are produced outside

the United States?

Student Objectives 1. Describe the scope of the

international flower market in the florist industry

2. Explain the international flower distribution system

How Big Is the International Market to the Cut Flower Industry?

These three types of flowers are produced outside the U.S. Often grown in

hydroponic greenhouses (flowers are grown in nutrient rich water solution versus soil)

Used in the Netherlands

010

2030

40

5060

70

8090

Carns. Roses

Mums

Percentgrown

Another leading country for flower production is Columbia Flowers are grown outside in the mountain

regions Latin America’s floral production is

expanding because labor is so cheap and flowers are a labor intensive crop to produce

Other countries include Spain, Kenya, Israel and India

Courtesy of Interstate Publishers

Regions and Countries That Produce Flowers for the International Market North America - Europe - South America - Middle East - Asia - Africa - Central America-

United States: California, Florida, Hawaii

Netherlands, France, Italy, Spain

Columbia Israel Australia, Singapore South Africa, Kenya, Ivory

Coast Mexico, Jamaica, Guatemala,

Costa Rica, Honduras, Ecuador

Courtesy of Interstate Publishers

The domestic market (that found in the United States) is on the decline The U.S. greenhouses propagate more of the

potted and foliage plants rather than cut flowers

Ex. Poinsettias and houseplants International markets rely heavily on air traffic

in order to link producers with the retail consumer

Many floral producers ship their product to the International Flower Auction in Aalsmeer, Netherlands There it is auctioned off to wholesale buyers

around the world

Cut Flowers and Production Regions Roses - Carnations - Tulips- Tropical ginger- Chrysanthemum- Iris- Sprengeri- Leatherleaf- Eucalyptus- Ti leaves-

Israel South America Netherlands Hawaii South America Netherlands North America North America Hawaii Hawaii

Courtesy of Interstate Publishers

How Do Flowers Get From a Grower in Columbia to a Retail Florist in the United States? Flowers can be bought by a retail florist

directly from the grower This can occur via the internet or by phone Flowers must go through inspection by the

USDA (U.S. Department of Agriculture) and by the U.S. Customs department This department of the government imposes

international tariffs on products outside the United States

Flowers are flown from the grower to the flower auctions in Holland by exporters - companies that ship products to other companies Ex. Carnations from Columbia, roses from Israel

and tropical flowers from Hawaii Buyers from around the world inspect and buy

the flowers Once purchased, the flowers are shipped by air

to the wholesalers This must occur quickly because flowers are

perishable - one that dies very quickly if not treated properly

Courtesy of Interstate Publishing

Steps involved in the production and distribution of cut flowers 1. Field workers cut flowers early in the

morning 2. Flowers sent to auction that day 3. Next day, a buyer purchases the flowers

and ships them to Chicago, for example 4. Flowers arrive at the wholesaler the same

day and are conditioned (processed to extend their vase life)

5. Next day, the flowers are sent to retailers such as a florist

A wholesaler can purchase flowers directly from the growers, eliminating a whole day’s travel This keeps the flowers fresher for the retailer

A wholesaler can also sell flowers to garden centers, retail outlets and the mass market - a place where the general public can acquire particular goods

Summary 1. Where are most cut flowers produced? 2. What is the difference between a domestic

market and an international market? 3. Describe the role of an exporter. 4. Why are cut flowers perishable? 5. Where do foreign producers send their

product once it is harvested? 6. There are three ways that a consumer can

purchase cut flowers. What are they? 7. What is the role of the US Customs

Department?