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| - By Sumanta Basu |
INFLATION at home or global economic downturn. Who cares, when Cupid, the lord of love, rules supreme! No surprise, then, the Valentine's Day celebration this year continued to be a booming time, as usual, for the flower trade and sellers of other gifts.
'Lovely Flower Trade
Flower sellers across India fetched a good business of around Rs15 crore ($3 million), while the greeting card industry witnessed a huge hike in sales on this year's V-Day. 'Valentine's Day is our main sales season. If we chance to get a wedding also on the same day, it is icing on the cake. You just can't imagine the business flower sellers do during this season," said Birju Bhai, founder of Birju Flowers.
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'In fact it gets better than the marriage season because in just one day we earn millions," he added. 'Our business figure shoots up 100 percent on V-Day. Red roses have always been popular among V-Day couples and one can't just imagine the number of red roses being sold on this day." Birju thinks that flowers, though relatively cheaper compared to other gifts, have more buyers. According to a Delhi-based flower trader, flower sales on V-Day are getting better every year. 'Every year we see around 4-5 per cent increase in the flower business on V-Day."Flower entrepreneurs in Bangalore witnessed a sharp rise in demand for roses this year. The city alone has around 30 rose farms, which export flowers to Europe, Singapore, Malaysia and Dubai. In comparison to the previous year, flower exports soared by 20- 30 per cent this year. Bangalore has over 130 hectares of land under floriculture. Pune comes second with more than 40 hectares and is also shipping flowers to overseas markets.
"Valentines is a good period for the Indian growers because during this time European countries can't grow adequate flowers for this occasion owing to climatic conditions, particularly the extreme cold . On the other hand, during December to February, the climate is congenial for growing flowers in Bangalore and other places. So, most of the European countries are dependent on our flowers for this occasion," said P.J. Raju, Director, Classic Biotech, Bangalore. In certain flower markets of Kolkata, prices of local variety of roses ranged between Rs 280 and 300 per bunch, while the Bangalore variety was priced at Rs 150 for a bunch of 20 flowers. India's annual flower production stands at about 1,000 tonnes but the country's floriculture industry has a miniscule share of 0.01 percent in the $40 billion international market.
Aalsmeer sales
Sales at the world's biggest flower auction house at Aalsmeer were up, compared to last year, boosting the morale of an industry struggling in weak economic conditions and extreme weather conditions. Sales at FloraHolland's auction centre were down 12 per cent in January. But a slight pick-up subsequently suggests that the tough start to the year was mainly due to the icy weather rather than consumer sentiment, said FloraHolland's chief executive Timo Huges. "Where we stand now, it's slightly better than last year." Roses and tulips were the best sellers at the auction centre on this V-Day.
Shifting Trends
But it was not flowers alone. Choosing a gift for the beloved has been a lot of fun with a wide range of options this year. said a delighted Ruchika Verma. "A stall in the flea market in the Select City Walk, Saket was selling playing cards and magazines imprinted with pictures of one's beloved. It caught my fancy. I also bought a business card holder for my boyfriend that has a picture of the two of us printed on it " . FNP Tahiliani - a floral store in the mall - had something new for the lovers. They offered balloons, cakes and flowers as a package ranging between Rs 1500-7000. Whoever opted for the home delivery service - with an extra payment of Rs 500 - the store sent a guitarist along with the gift pack to entertain the recipient. People also liked to express their feelings through greeting cards. Youhan Aria, head of corporate communication of Archies, India's largest greeting card chain, said sales were up considerably during the period. This year Archies had launched new concept cards. "We witnessed 15-16 per cent rise in our sales much before V- Day - say a fortnight before. Major selling of V-Day cards happen during Feb 12-14, " Aria said. The cards industry in India is worth Rs.60-65 crore, of which Archies has an 80 per cent market share, said Aria, adding people also shop for other gifts for their valentines such as perfumes, watches, chocolates and wine glasses among others. Jewellery sales also went up this Valentine's season. "There has been a growth of 20 per cent in sales. Most people are buying heart-shaped pendants, earrings and bracelets," said the manager of a jewellery shop.
Personalised gifts
Online portal Myntra's chief executive Mukesh Bansal, whose company specialises in personalised gifts, shared the same sentiment. "For Valentine's Day, people are always on the look-out for something special and unique to be gifted to their beloved. We see revenue growing 3-4 times during this season. Our Valentine's Day products are biggest contributors to our business in February," asserted Bansal. A number of malls set up special flea markets for selling V-Day gifts. At Wrapped Emotions - a stall set up by a couple in a mall in south Delhi - couples could have their pictures printed on puzzles, magazine covers, paper weights, mugs and even on the ludo board at reasonable prices. At Divine-e-licious, a couple could get their picture on a cake for Rs 1000. For centuries, people have celebrated Valentine's Day. Though it may have originated as an ancient Roman feast, it eventually has become the day for celebration of love, and St. Valentine has become the patron saint of lovers. Surely, the lucrative economical proportion behind the glitter of love has become one of the strongest motivations that somehow helps to spread the essence of love more and more into young hearts. But it does not suggest that love will fly out of the window once the picture fades from the magazine cover or the mug breaks because of some carelessness. Nothing can rule over love, isn't it |
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| During HortiFair-2009, prominent journalists and other important persons were taken round floriculture and horticulture farms, auction centres and educational institutions in the Netherlands for a better understanding of the country’s floriculture developments. Following are details of the visited places. |
VGB
The VGB is the sector organization for wholesale trade in flowers and plants. It represents more than 65 percent of total turnover in the Dutch wholesale ornamental plant trade. The VGB also radiates the power, flexibility and dynamism that characterize this sector.
VGB’s trade commissions negotiate and consult with auction managements about rates and various measures that affect the trade, including auction policy and its implementation. Each auction location has such a negotiating delegation. Many VGB initiatives have brought about crucial, innovative developments in the sector. The VGB plays a leading role in the total ornamental plant sector, primarily to promote trade. It has developed its own view of the entire market chain, which is regularly updated. The VGB is securely rooted in the practices of the rank and file. The management comprises a cross section of wholesalers in the sector: large and small, export/import flowers/ plants and so forth. VGB fulfils a significant network function for entrepreneurs in this sector.
The VGB communicates intensively with its members and other focus groups. With the Agricultural Wholesaler Trade Board, Flowers and Plants, it publishes Het Groot Handelsblad, the specialised magazine for the sector. It also provides ongoing, updated information via its website. It informs its members through newsletters geared towards target groups. VGB via its subsidiary company, Vegekom, the association can offer many financial benefits because of the many framework agreements it has entered into with countless suppliers. Royal Van Zanten Royal Van Zanten strives to be the preferred supplier of high quality basic materials for professional floriculture companies in the world market. They try to achieve this by focusing on notable improvement results, selling their own varieties and varieties from third parties that are exclusive to them, introducing new plants, quality of products and service and renewal of technology employed. Royal Van Zanten has become a completely different business in the last few decades: an international ‘breeding ground’ for plants and flowers. It is a business with an appealing range of basic materials and our business structure ensures focus is mixed on the market. The demand for flowers and plants is still growing. The consumer is often in search of something a little special. A huge amount of square footage is reserved for trials and experiments with the aim of developing new varieties and improvements to production. As a result, their advisers and representatives are well placed to provide comprehensive support to their customers to enable them to get the very best from the products. Base materials are produced at the location. Climate, soil andeconomic factors all come into play. A careful assessment of these issues is the best way to guarantee supply reliability of a wide range of products at the best possible price. Flowers and plants have a birth, a youth and a blooming period. The origins of their character, beauty and vitality can be found in their youth. Royal Van Zanten has a modern and advanced division department. Here, the latest techniques are used to research and develop improvements to current plant types and varieties.
Koppert Biological Systems
Koppert is the international market leader in the field of biological crop protection and natural pollination. Koppert has a reputation internationally for reliability, innovation and quality. The ongoing research and continuous production of beneficial and pollinators contribute to the development of sustainable agriculture and horticulture worldwide. An important characteristic of Koppert is the involvement in the everyday of agricultural businesses. Koppert has a result-oriented research and development department, and world-wide network of contacts. Customer satisfaction is essential for Koppert. With reliable biological systems Koppert provides growers a convenient solution for their crop protection issues. Koppert’s principal place of business is active from 1967 and located in the Netherlands. Here 250 people are employed in production, sales, logistics, consultancy and research.
Flora Holland
The Netherlands is the heart of the international floriculture sector. It has an intricate and high-quality network of companies, ranging from breeders and growers to sales experts and export firms, representing every aspect of the business. The Netherlands is the place where supply and demand comes together from Europe and beyond. It is a modern business with six auction centres, a nationally- operating intermediary organization and an import department. Flora Holland wants to maintain and increase its strong market position. By offering the best and broadest assortment, Flora Holland wishes to tie (international) commerce flows to the marketplaces.
Flora Holland is a primary cooperative: the business is owned by its members. The cooperative partnership is a solid foundation for the development of the floriculture sector. Flora Holland hasservices as Remote Buying, Flora Holland is able to attract an increasing number of (international) buyers to the auction. In the case of image auctioning, flowers and plants no longer appear in front of the clock but photographs of the products are displayed in the auction rooms. To ensure the clock remains attractive, the auction process needs to be continually renewed and improved. At the Aalsmeer location, the projected clocks have been redesigned to offer even more information to buyers. Flora Holland Connect offers specialized market services to buyers and their retail purchasers. Their intermediaries can assist with targeted national and international product sourcing, enabling buyers to meet the needs of their own customers quickly and at all times. Flora Holland Connect also incorporates a series of (paid) tailored services that make it easier for buyers to meet their obligations to customers. roughly 6,000 members, especially in the Netherlands, but also beyond.
The method of selling is known as the ‘Dutch auction’. A very wide and deep assortment of flowers and plants is available. Everyday, 39 auction clocks are in operation at Flora Holland centres. This means 125,000 auction transactions everyday. Flora Holland offers dealers sophisticated facilities for online buying: Remote Buying (KOA). With the help of suchservices as Remote Buying, Flora Holland is able to attract an increasing number of (international) buyers to the auction. In the case of image auctioning, flowers and plants no longer appear in front of the clock but photographs of the products are displayed in the auction rooms. To ensure the clock remains attractive, the auction process needs to be continually renewed and improved. At the Aalsmeer location, the projected clocks have been redesigned to offer even more information to buyers. Flora Holland Connect offers specialized market services to buyers and their retail purchasers. Their intermediaries can assist with targeted national and international product sourcing, enabling buyers to meet the needs of their own customers quickly and at all times. Flora Holland Connect also incorporates a series of (paid) tailored services that make it easier for buyers to meet their obligations to customers.
Wageningen UR Greenhouse Horticulture
Wageningen UR Greenhouse Horticulture is the leading research institute in the international greenhouse horticulture. Experience in both greenhouse horticulture and research allows them to develop and implement innovations for and in partnership with the horticultural industry. Wageningen UR Greenhouse Horticulture continuously develops new concepts for greenhouse production systems. Current projects include air conditioned cultivation, energy- producing greenhouses and fully automated production systems.
It also includes optimization of existing greenhouse horticulturesystems by the development of new crop protection strategies and growing methods, optimal environmental control, crop growth control, innovative energy saving technology and economic farming. Wageningen UR Greenhouse Horticulture is dedicated to the efficient dissemination and implementation of new and existing knowledge in cooperation with research partners and the greenhouse horticultural industry. A large number of first class products and services are available to support the industry in testing the potential of their innovations. Greenhouse horticulture is a dynamic industry where
developments follow each other at a brisk place. Market-oriented production at minimal cost providing full reliability for quality and delivery is a must for today’s greenhouse operators. Horticulture always takes into account the latest international trends affecting the sector. These include rising costs, in particular of energy and labour, increasing demands and constraints from society, consumers and buyers, the increase in scale and size of the production units, internationalization of horticultural production, concentration of area’s available for greenhouse horticulture and multifunctional land uses and scarcity of skilled labour. Wageningen University and Research Centre allows them to react promptly to changing demands from greenhouse horticulture. This is why Wageningen UR Greenhouse Horticulture is the ideal partner for innovations and groundbreaking research |
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