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October 27-28

Royal FloraHolland organizes study trip to France

During the week before All Saints' Day, Royal FloraHolland is organising a study trip to northwest France and Paris. On 27 and 28 October 2016, they shall visit wholesalers, garden centres, supermarkets as well as florists. In France, ‘Toussaint’ (All Saints' Day) is the moment when all those who have died are remembered. French consumers spend 27% of their total expenditure for horticultural products on that day.

The number of French households that buy flowers or plants on All Saints' Day (November 1) rose in 2014 to a total of € 12.3 million. In the period from October to November 2014, a drop in the volume of horticultural products sold was noted. In contrast, expenditure increased by 4.6%.

Total expenditure in France
The total French horticultural market amounts to €360 million (Source of research data: TNS commissioned by France Agrimer and Val'hor). Of this, 77% is sold in the month of October. The date of November 1 is crucial. The memorial day of 'Toussaint' generates 52% of the volumes purchased and 35% of the expenditure in this period. It is well-known that the French favour chrysanthemums on this day: they make up seven of ten purchases. Cyclamen appears to be a good alternative.

Study trip
Together with the Market Specialism Department of Royal FloraHolland, a small group will visit different sales channels during these two days, and you can see for yourself how things work in the French chain. By talking to florists, wholesalers or staff at supermarkets and garden centres, you can get a good impression of how the market demand develops.

You will obtain more insight into:
  • How the product flows work
  • What the role of flowers and plants is in the retail channel
  • What the behaviour is of consumers who buy your products
There will also be answers to concrete questions like:
  • What do your products look like in terms of composition or colour?
  • Which rates do the wholesalers and retailers use?
  • What types of cut flowers or plants do well?
  • Is there a preference for particular arrangements?
  • Which pot sizes are popular?
Cost of study trip
You can register for the study trip to France (Thursday and Friday, 27 and 28 October 2016) until October 17 via Customer Services. The cost is €595 (excl. VAT), which covers transport, overnight accommodation, meals and guides.

Source: Royal FloraHolland
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