The Dutch Flower Council believes that supermarkets have the potential for expanding the flower market.

Therefore, its main emphasis this year is on marketing concepts that use supermarkets as the sales channel.

The Dutch Flower Council believes that plant sales and the profitability of plants sold through supermarkets could be substantially improved. A new analysis model was being demonstrated at the fair. This enables supermarkets to optimise the growth of their returns in their flower and plant departments.

This DPP model (Direct Product Profitability) has been developed in association with the market research organisation AC Nielsen. The areas under cultivation in the Netherlands in 2002, in hectares, are as follows: decorative plants under glass 6,214, cut flowers 3,578, pot plants 1,272 and outdoor cultivation of decorative plants 40,306.

By far the largest export market is that of Germany. In 2002 exports of cut flowers to Germany were valued at €922.4 million, followed by the UK, €554.7m, and France with €420.5m.

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