The new season is well under way for Israeli flowers, says Yehuda Reichman manager of the flower division at Agrexco UK. “The season from January to September ended well for us despite the fact it was generally a bad summer for the wholesale market in that it remained static throughout.
He adds: “The supermarkets are increasing their market share and continue to gain power. Independent florists are doing reasonably well, with more direct sales via the flying Dutchmen. But it is the wholesale market that is suffering as a result, and we recognise the need of a strong wholesale market to enable us to go forward.”
Israeli flowers have a strong reputation on the UK marketplace and have repeatedly proved themselves to be a high quality product with a consistent supply. The extension of shelf life and the quickening of the packaging and shipping process have enabled Israeli produce to meet the strict demands of a competitive global market, as have the development of new varieties and improvements in flower quality.
“The specifications are always met, and in addition the supplies are always reliable coming through,” says Martin Brown, managing director of Lingarden's flower division. “Israel has a fantastic flower industry which leads the way in reliability and innovation.”
Lingarden sources a huge variety of produce from Israel including fillers such as gypsophila and solidago. “From now until June we buy a lot of roses and we also get some fantastic lilies as well,” Brown adds.
The Israeli flower industry has suffered from heightened competition, and in order to continue producing the best offer, growers have been quick to respond to flower-buying trends. “Israel's technology has been advanced for many years,” says Ann Croxson, managing director of Blooms Floral Imports, “but just as importantly, Israeli growers are always aware of what's commercial and so they will remain be at the forefront of offering new varieties.”
This season Agrexco's flower lines remain largely unchanged although, says Reichman, the emphasis has shifted to meet new demands.
“We are doing far more painted flowers than last season, including gypsophila, solidago, and ruscus and we are working with a grower who provides a top quality flower, perfect for the subsequent painting techniques used to achieve the dramatic end result,” he says.
“With fresh flowers and fillers, the season has started with top quality gerbera, lisianthus, wax flower, hypericum, trachelium, statice, phlox and aster, with lily longi due at the beginning of November. We are bringing in roses, but again, this market has changed due to the tough competition from Africa ñ we cannot compete with their prices, so growers are concentrating on supplying the market with specialised varieties such as the mid-stemmed Golden Gate with the aim of achieving better returns.”
Apart from heightened competition, Israel's flower industry has also suffered from the dehabilitating effects of increasing production costs and an unfavourable exchange rate in the past few years ñ factors that have led many to fine-tune their operations.
“At Agrexco we are continually looking into improving the service on offer, and this encompasses different sectors within our company. Foremost, it is the range and varieties that we offer. However this is over simplistic because without the quality, service, reliability and attention to detail, we would not be able to succeed in today's competitive market,” says Reichman.
“In the last three years we have built on our relationship with both customers and growers because we need to work as a team, to listen and carry out customer requests and to encourage direct contact between both parties. An increasing number of growers are directly linked to the UK branch and grow specific products for us. Growers are now working towards achieving EurepGAP and Ecofresh status.
These are steps that involve the strict control of the packhouses, chemical usage and storage, to provide full records for traceability. The pressure on the growers is immense ñ many are now concentrating on one product line only and in getting it right to ensure their survival.”
Fundamental issues such as procuring adequate labour have also been problematic. “Finding good workers can be a problem,” admits Croxson. “And like many countries there are problems with water. In addition to this the younger generation is finding that flower growing is a very difficult job to do.
“There aren't as many financial benefits as in other types of employment and so there are a lot less growers coming through. It is a tough life as a grower and the market is hugely competitive. Eventually it might have to be asked if there will be anyone left to do the job because the next generation simply don't see the flower industry as a viable career option.”
Blooms Floral Imports sources a wide range of Israeli flower lines including gerberas. But it is greenery that is proving to be of increasing value to the Israeli floriculture industry ñ an area that is displaying solid signs of growth. One line, Safari Sunset, is a popular product for the Blooms Floral Imports and last year saw the company introduce Safari Jester onto the market. “We work with one grower in Israel who grows Safari Jester exclusively for us this season,” says Croxson. “There are various forms of Safari which are all becoming popular, but Jester is basically thicker and redder than other types with variegated foliage. It's also bushier than ordinary Safari ñ and most customers think it's very good.”
Around two-thirds of Israel's flower exports are sent to the Netherlands, many for re-distribution. However, the UK is an important destination.
Figures from the Flowers & Plants Association show that the UK fresh-cut flower industry and indoor plant market is worth more than £1.5 billion at retail level ñ and spending patterns are a far cry from the days when flowers were bought only for special occasions.
“25-30 years ago there were five main lines,” says Robert Finon, md at Western International-based The Flower Centre. “Now we've got 500 lines and growing. There are more restaurants, and delivery services although greengrocers are now nearly extinct.”
Despite this, the period from the end of summer until Christmas is traditionally a quiet time for UK flower sellers. “Trade is becoming much more seasonal and it is a lot quieter in the autumn,” Finon adds. “It is busier in the busy times but October sales are definitely in the doldrums compared to other times of year.”
Within the increasing portfolio of blooms there are couple of emerging trends. “Sales are very much geared round the seasons now,” says Brown. “Autumn colours such as dark red chrysanthemums are big news with dried items making an appearance in bouquets.”
Halloween also provides some incentive for the UK consumer to purchase flowers ñ stems coaxed into the shapes of witches and broomsticks are not unheard of. But by and large it seems that flower-buying trends are predictable. “In December, the lights come on an everything is red and gold,” says Brown, “although this year has seen a slight difference in that we are seeing a lot of purples coming through.”
Christmas is still big news in the flower-buying world and most of Agrexco's Christmas programmes are already in place. “We have worked together with our clients to select growers who are prepared to work closely alongside us to fulfil individual customer requirements,” says Reichman.
“We are however fortunate to be able to say that we are steadily increasing our customer base, partly through moving away from commission to fixed sales, but also due to the reliability of our warehouse and service, contributing factors in our success. All of this, together with the backed by a strong team in our department promises to result in a great season for Agrexco.”
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