At EZ Flower, a Dutch floral exporter, Valentine's Day demand started later than usual this season. According to Roelof Stijnman of EZ Flower, this was largely due to severe winter weather in the United States.
"In cities such as Chicago and New York, conditions were extreme," he says. "The winter weather created significant logistical challenges. Those delays affect the entire supply chain. If people are also advised to stay off the roads, trade slows down. Quite simply, less is purchased."
© EZ Flower
Despite the later start to seasonal sales, flower prices had already been high for several weeks. "Even before Valentine's demand began, prices were strong. Some products are scarce, such as certain anthuriums. Production volumes are lower, and that is immediately reflected in pricing." Lilies and eustoma have also seen substantial price increases in recent weeks.
The red rose remains the key flower for Valentine's Day, but EZ Flower handles fewer of them. "In the United States, many red roses are sourced directly from South America. There are short supply lines from Ecuador and Colombia to hubs such as Miami. Shipments move directly and quickly." Large volumes of roses are also shipped directly from Kenya and South America to the Middle East.
EZ Flower focuses on complementing the assortment with other products, including spring flowers. "We work extensively with tulips, clematis, hellebores, gerberas, and germinis. Peonies are also popular." According to Stijnman, it is no longer a given that a Valentine's bouquet consists solely of red roses. "It doesn't have to be a red rose. A well-designed bouquet benefits from a mix of flowers." He notes that some florists deliberately move away from the traditional red rose. "There are florists who choose not to include red roses at all. The traditional standard is increasingly being reconsidered."
Valentine's Day falling on a Saturday also influences trade. "Saturday is traditionally not the strongest day for the flower business. On weekdays, many flowers are ordered in office districts and city centers. That pattern is different on Saturdays."
Despite the later start and higher prices, Stijnman remains confident about the season. "Valentine's Day remains an important sales moment, regardless of changing circumstances."
For more information:
Roelof Stijnman
EZ Flower
Tel.: +31 (0)6 20700207
[email protected]
www.ezflower.nl
