Unit: Introduction to Floral Design

1
Unit Introduction to Floral Design

• Exploring the International Flower Market

2
Student Question?????

• 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?

3
Student Objectives

• 1. Describe the scope of the international
  flower market in the florist industry
• 2. Explain the international flower distribution
  system

4
Terms to Know

• U.S. Customs department
• Domestic market
• Exporters
• Hydroponic greenhouses
• Mass market
• Perishable

5
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

6

• Another leading country for flower production is
  Columbia
• Flowers are grown outside in the mountain regions
• Latin Americas 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

7
Courtesy of Interstate Publishers
8
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
9

• 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

10

• 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

11
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
12
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

13
Growers and Production Farms in South America

• Continental Farms
• CFX
• XL Group
• Elite Farms
• Everflora Miami
• Flower Trading
• Selecta Farms
• Maxima Farms

Courtesy of Interstate Publishers
14

• 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

15
Courtesy of Interstate Publishing
16
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

17

• A wholesaler can purchase flowers directly from
  the growers, eliminating a whole days 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

18
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?