Lesson 1
Exploring 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 90
flowers are produced 80
outside the U.S.
70
 Often
grown in
hydroponic
greenhouses (flowers
are grown in nutrient
rich water solution
versus soil)
 Used in the
Netherlands
60
50
40
30
20
10
0
Percent
grown
Carns.
Mums
Roses
 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-







Courtesy of Interstate Publishers
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
 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

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Roses Carnations TulipsTropical gingerChrysanthemumIrisSprengeriLeatherleafEucalyptusTi leaves-

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
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
A
keeps the flowers fresher for the retailer
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?