Canada's changing face presents opportunity for flower growers
The profile of consumers in Canada is changing, bringing new cultural traditions and preferences not only for new foods but also distinct flowers.
Data shows that South Asian consumers in the Toronto-area alone spend approximately $60 million on cut and potted flowers annually.
“There is a very different flower culture in Asia compared to the Western tradition, especially with Hindu and Buddhist religions,” explained Alexandra Grygorczyk, PhD, Vineland's Research Scientist, Consumer Insights. “Flowers have cultural meanings and new Canadians are very specific about what they want.”
Vineland's Consumer Insights team surveyed new Canadians from South, East and South East Asia and found that over 80 per cent of them were missing plants from their home country and wished they could purchase them in Canada.
“We looked at over 30 different flowers not widely available in Canada but recognizable by ethnic consumers, and Jasminum sambac came out on top,” said Grygorczyk. “There is a great potential for jasmine as there is a lot of cultural significance and meaning associated with this plant.”
She adds there are not currently many fragrant potted plants on the market and jasmine’s intoxicating fragrance will be attractive to a broad audience, particularly new Canadians for whom the smell will be a reminder of home.
Production trials at Vineland, conducted by the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) Greenhouse Floriculture Specialist Chevonne Carlow, and at Westbrook, have shown the plant to grow well in the summer heat, making it ideal for growers looking to fill their greenhouses with a crop after the spring bedding plant rush.
A small jasmine release will be available in Longo’s stores this March for Holi, the Hindu festival of colour followed by a larger launch in the fall to coincide with Diwali, the Hindu festival of light.
The ethnic flower research at Vineland is funded by the OMAFRA – University of Guelph Research partnership and Longo’s.
For more information:
Vineland Research and Innovation Centre
vinelandresearch.com