What are the next big challenges in the cut flowers industry?

Last week, the Danziger management annual convention for cut flowers took place at Danziger headquarters, Israel. Multi-disciplinary management teams from around the world, sat together to discuss long term challenges and goals.



Anat Moshas, VP for cut flowers sales, shares some of the key issues that were addressed during this week, and represents those major issues the industry is now facing.

High quality plant material production
The ability to manage global production sites under the same quality protocols on one hand, still being able to be agile enough to give tailor made solutions to customers on the other hand, is a must in the global industry. “This annual 'production and operation' week we hold, is one of the ways we use to make sure all knowledge is shared and discussed between our site managers”, says Nimrod Barnea, VP production and operation in Danziger.

Know your product
In the competitive and rapidly changing environment, the breeder's job does not end at bringing the best new variety. “Being in the field with the growers, getting real time feedback and leveraging this know-how into better quality flowers at the end, is the added value that is so important today. Our market managers, all have agro-technical backgrounds are spending weeks on the fields with their customers. Learning and sharing knowledge, and also bringing the feedback home, to our R&D for further developments”, says Moshes.

Accessible information and joint planning
“While nature is not always predicted, we know smart planning can bring higher business results. We are constantly working on being better at helping our customers plan ahead. One example can be our “Elite stock” program in Colombia, aimed at the mums growers. We sit together with the grower and have a yearly plan. When doing it together in advance, we can make sure that he will have the best material, on time. Still, we have much more to do in this area, and we are constantly working on solutions to enable our customers to have access to real-time, accurate availabilities for example”, says Ori Danziger, Deputy CEO.

From lab to vase
“Being a professional throughout the chain is what makes the difference today between very good breeders. I call it “from lab to vase”. We expect our teams to know and understand the industry in every aspect. From the tissue culture to growing protocols, but not only that. Our marketing team is in touch with the end part of the chain, buyers, wholesalers, across the world. This way, when our management board sits together, we can “connect all dots” and see the full picture of our product- from the lab to vase, then seeing where and what needs to be addressed in order to keep improving”, says Ori Danziger.

Innovation pipeline
“The floriculture industry is always on the look out for new and better as well as novelty products. It is a constant challenge for our R&D, to make sure we bring the relevant, most attractive novelties to the market”, says Moshes.

For more information:
Danziger - "Dan" Flower Farm
T: +972-3-9602525
www.danziger.co.il

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