| The flower industry works like a simple value chain: | | | | directly from flower-growing countries. |
| growers grow flowers, suppliers obtain them, then | | | | On the supplier side, the flower industry is dominated |
| the flowers are sold to retailers or to wholesalers | | | | by a few major players who are also a cluster of |
| before consumers buy them in bunches or bouquets. | | | | interrelated companies with their own specialization |
| It sounds really simple, except the people involved | | | | and export markets. The Dutch Flower Group is the |
| come from all over the world. Most of the produce in | | | | world's largest flower supplier with companies located |
| the flower industry are grown in Europe, South | | | | in Western Europe and Africa. The other major |
| America, Africa, and Asia, with Netherlands as the | | | | supplier in the European market is the Zurel Group, |
| biggest trade center and Germany as the primary | | | | with a turnover of more than $150 million. Both the |
| market for imports. | | | | Dutch Flower Group and the Zurel Group have three |
| Exported cut flowers from the Netherlands to | | | | divisions that deal with wholesale, imports, and retail. |
| Germany are the primary component of the | | | | The advantages these major groups are pretty clear, |
| international flower industry and as well as a | | | | because their sub-companies perform the process of |
| significant part of the European trade, which by itself | | | | production and distribution all throughout the year. |
| accounts for a big part of the world trade. In the | | | | They also give discounts on flower purchases |
| American continents, Colombia is the United States' | | | | through marketing strategies like flower deals, flower |
| major supplier. Japan gets its cut flower supply from | | | | coupons, and other customer-centered offers, which |
| a more diverse base, with New Zealand, Europe, The | | | | save money for the customer and allow him to buy |
| Philippines, and Taiwan being the most important | | | | bigger volumes of flowers. |
| ones. | | | | Besides flowers, the flower companies also exports |
| The Netherlands has been the hub of the | | | | accessories like foliage (fillers for the bouquet), |
| international flower trade since the 1950's. The secret | | | | flower foam, corsage supplies, artificial foliage, vases, |
| of their prominent position in the industry is an | | | | and ribbons. Other major accessories that are |
| efficient trade system that facilitates the shipment of | | | | purchased are packaging equipment for the transfer |
| flowers around the world. Flowers are imported from | | | | of fresh, perishable flowers. These include flower |
| growers in South America, Australia, Africa, and Asia | | | | mats, flower foils, and ice packs. One of the biggest |
| and assembled in the Aalsmeer flower auction, the | | | | suppliers of flower accessories in Europe is a member |
| largest marketplace for buying and selling floricultural | | | | of the Dutch Flower Group called Cold and Fresh |
| produce. This allows the flower industry to overcome | | | | International. |
| the problem of wholesalers being unable to import | | | | |