Announcements

Job offersmore »

Tweeting Growers

Last commentsmore »

Top 5 - yesterday

Top 5 - last week

Top 5 - last month

Exchange ratesmore »




Rose grower Peter Viljoen, Sunland Roses:

Kenya: "Valentine's Day changed over time"

"Valentine's Day is not as it used to be like 5-10 years ago. Instead of two weeks of high demand and prices, we now only have a couple of days", says Kenyan rose grower Peter Viljoen. He is not flushing its crop for Valentine's Day anymore and decided to have a regular feed of production throughout the year. "A balanced crop is a better and healthier crop."


Peter Viljoen at the FlowersExpo in Moscow, Russia.

Not flushing the crop
According to Viljoen, people go crazy on reds a couple of days before Valentine's Day, celebrated on February 14. "In order to meet this high demand - and especially on the reds - we can decide to drastically increase the production by “flushing” the crop. However, if we do this, we will not have enough red ones for next the important day on March 8; Women's Day", says Viljoen. For Valentine's Day, Viljoen increases the production by only 10 percent.

Less in stock
Viljoen also points out that the demand and price spike is shorter than 5 to 10 years ago. "In the past, the prices increased at the Dutch auction started on the 20th of January. Now, at the auction, the prices start to become interesting from the beginning of February and for the direct market, that we supply too, the end of January", he says. But what could be the reason for this shorter price spike? "I think the reason lies in the changes in economics that took place over the last years. People do not want to have too much in stock anymore. Now, they order just a couple of days before the holiday and make sure they have enough."


The farm.

Better for quality and prices
These changes seem to benefit both, the end consumer and the grower. According to Viljoen, the consumer will enjoy a better quality rose, because these roses are not in stock that long before the holiday anymore, and the grower will receive better auction prices "It is all about supply and demand at the auction. So, if every  grower is flushing the crop for Valentine's Day, many roses will be on the market, which makes the prices go down. On top of that, the next month, for Women's Day, they have no flowers to offer. All in all, one could better have an average Valentine's Day with better prices and a crop that can still produce flowers for the month after than having too much flowers on Valentine's Day that receive low prices and nothing left for Women's Day."



Red: nr. 1 color year round
Not only for these holidays red are in high demand, it is, according to Viljoen, the number one color throughout the year. "Even though, we see an increased demand for different colors in particular seasons, like orange for autumn and yellow for Easter, I can say that red is on average the most demanded color throughout the year. Therefore, it is important to be able to supply a sufficient amount of these colors. In the past, the months of Valentine's Day and Women's Day were our best months, but now, we have had years were June and October stood out."

Valentine's Day on Tuesday
This year, Valentines Day will be celebrated on a Tuesday. And according to Viljoen, this will probably have a positive effect on the sales of flowers. "Historically speaking, we noticed that the Valentine's Days that are taking place on a weekday are generating better sales than when they are taking place in the weekend. I think that people, and the men in particular, are more on the street on a weekday and then more easily pass by and enter a flower shop."

For more information:
Sunland Roses
Peter Viljoen
Email: peter@sunlandroses.com
www.sunlandroses.com
 

Publication date: 1/5/2017
Author: Elita Vellekoop
Copyright: www.floraldaily.com

 


 

Other news in this sector:

5/29/2017 British gardens not so rosy anymore
5/29/2017 Vietnam to ease cost pressure on businesses
5/29/2017 World Bank private sector arm to boost Rwanda flower sector
5/29/2017 Indian government helps growers increase sales
5/29/2017 French growers pleased with peony season
5/26/2017 Mother's Day and two extra auction days increased revenue by 2.5%
5/26/2017 US: After 'slow food', chefs are now going for 'slow flowers'
5/26/2017 Growers scent a revival in UK’s cut-flower industry
5/25/2017 US (NC): A new co-op market blooms in Durham
5/19/2017 US (AL): Supplies down as flower growers switch to marijuana
5/19/2017 UK: More flowers sold despite Brexit uncertainties
5/19/2017 NL: Hoorn Bloommasters about global sourcing
5/19/2017 NL: Mother's Day sales better than last few years
5/19/2017 Azerbaijan's flower industry struggles to revive
5/18/2017 Good Mother's Day sales for German wholesalers
5/18/2017 African governments urged to attract youth into agriculture
5/18/2017 "Millennials are extremely good for plant industry"
5/15/2017 Malaysian florists forced to turn to imports
5/15/2017 "Without global trade, there would be no growth"
5/15/2017 "EU partnership with Kenya a recipe for progress"

 

Leave a comment: (max. 500 characters)

  1. All comments which are not related to the article contents will be removed.
  2. All comments with non-related commercial content, will be removed.
  3. All comments with offensive language, will be removed.




  Display email address

  new code