For Ed de Groot of 247flowers.online, a Dutch flower exporter, the run-up to International Women's Day proved satisfying — despite it being one of the busiest periods in the export calendar. One trend he continues to notice is that the season gets underway earlier every year.
"The busy period now starts around 13 or 14 February. As someone in the flower trade, that does affect you a little," says Ed. "In the past, it simply began around 25 or 26 February. Now it keeps moving earlier, mainly because of logistics and long transit times. Everyone is afraid of delays somewhere in the chain."
© Mirthe Walpot | FloralDaily.com
Eastern Europe
International Women's Day is, according to Ed, primarily an Eastern European occasion. "It is genuinely celebrated on a large scale there. For many countries in that region, it is one of the most important sales moments of the year." Demand comes from a broad area. "Romania, Hungary and Bulgaria are major markets, and the holiday keeps gaining ground closer to home. In eastern Germany it is still widely celebrated as well."
Trade this particular year was somewhat quieter than in previous years. "That is mainly because Women's Day fell on a Sunday. In many countries, the peak sales moment is in shops and on markets, and that works better on a weekday."
Strong prices ensure a healthy market
Demand for flowers remains stable, partly supported by price levels. "We are seeing stable demand and strong prices. That matters, because if prices are too low it ultimately does not work for anyone. The current level creates a healthy position for both grower and exporter."
In terms of assortment, the classics continue to dominate. "Tulips, chrysanthemums and roses remain hugely important for Women's Day. At the same time, flowers with a more premium appearance are being included more frequently. Eustoma is a good example of that."
Holiday month
The Women's Day period does not stand alone. According to Ed, trade in February flows almost seamlessly from one moment to the next. "The whole of February is simply busy. You move from Valentine's Day straight into International Women's Day and then on to Mothering Sunday in the UK. The pressure keeps going for a long time."
Logistics routes also play a role. "Many countries close to the Netherlands buy flowers because they in turn supply customers further east. That keeps demand running for an extended period."
Middle East situation
Beyond Women's Day, Ed points to significant challenges for the international flower trade. The situation in the Middle East is a particular concern. "The conflict there has a real impact on trade, not just on exports, but on imports too," he explains. "Many flowers from Kenya and Ethiopia travel via hubs such as Qatar and Dubai. There are now serious delays on those routes, or flights are cancelled altogether."
On the export side, he also notes that routes are disappearing. "A large number of flights have been removed from schedules. That is certainly having an effect."
With the coming weeks in mind, Ed remains cautious. "Mother's Day in the UK is approaching, and it is unclear how that will play out given the current disruptions. Nobody knows how long this situation will last. It is simply a very difficult situation for the entire sector."
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