'Fleurs de France'
'Fleurs de France' is a quality label that has been launched by Val’Hor on October 8, 2014. It highlights the French origin of cut flowers with the intention of giving the sector a boost, which seems to be necessary. In a press release from Val’Hor last year, it was mentioned that 85% of the cut flowers sold in France come from abroad, while a much larger section of consumers want to buy French products. Besides that, the sector has shrunk considerably in the last few years. Every year, 4% of the French horticultural businesses are disappearing. "I don't know whether this will really save the sector, but change and awareness are important," said the French minister when the label was just introduced. "In this way, we can add value to a French product." The intention of the label is to stand not only for better quality, but also a shorter logistic route and therefore for a longer vase life.
Effect on sales
The label seems to have positive effects on sales. According to Bannwarth, their French products are selling well. This was also visible for their Easter sales. "Our sales for Easter were quite stable compared to last year. However, we see an increasing demand for the plants that are marketed with the 'Fleurs de France' label. It has a real effect and it renewed the interest of many retailers for French flowers. The French cloned ranunculus and the first peonies were in high demand. Even the salmon colored did very well, compared to the white and yellow. Actually, the peonies are doing very well. Last year the Hyères Flower Market sold almost 8 million stems of these flowers."
Increasing French product range
According to Bannwarth, the flowershops are eager to offer French flowers. "Their customers are more attached to these flowers." However, the range of French products is just too small. "We wish to convince more producers to get involved in a diversification process, in partnership with our company, as we can let the whole sector get the benefits of this craze", concludes Bannwarth.
For more information
La Centrale Dia Fleurs
Patrick Bannwarth
www.lcdf.fr