The International Association of Horticultural Producers (AIPH), in association with Union Fleurs – the International Flower Trade Association, has published ‘International Statistics – Flowers and Plants 2019’. The 67th version of this annual publication contains current available data on the global production and trade of ornamental plants and flowers.

The International Statistics Flowers and Plants Yearbook is the most comprehensive collection of data for the ornamental plants and flower industry. It is the result of extensive research and data compiled by Leibniz University of Hannover. The Statistics Yearbook provides production data for over 40 countries, detailed country breakdowns, product comparisons, market data and prices and global import and export data. The 2019 Yearbook is published as a pdf document and features 214 pages of illustrations, tables, diagrams and maps of key industry data. Trade data is also available in Excel spreadsheets.

New data contained in the 2019 Statistics Yearbook includes:

• Per capita consumption figures for Belgium, Denmark, France, Germany, Italy, UK, Japan and USA
• Data on area and production for Malaysia
• Additional summary information for Canada, the Netherlands and the USA
• A new country table and map for Australia
• New graphs and additional information for Colombia, Japan and the USA
• Extended trade tables for the Republic of Korea, Malaysia, Morocco and New Zealand.
• Two new world maps, showing the most important producing and exporting countries of cut flowers.

AIPH Secretary General, Mr Tim Briercliffe, said: “The 67th edition contains even more analytical information on the production and trade of ornamentals and provides critical statistics to the industry globally”. Union Fleurs Secretary General, Ms Sylvie Mamias, added: “The Statistics Yearbook offers an invaluable and detailed picture of the latest available data on the global production and trade of flowers and plants. It is a unique set of reference for anyone – trade, production, policy-makers, researchers – who wishes to gain an in-depth understanding of the latest state and trends of the flower & plants industry.”
The 2019 Yearbook can be purchased from AIPH in three different variations:
Full Statistical Yearbook (Production data + Trade data) – €190
Production data only – €140 | Trade data only – €140.
Discounts apply for students and bookshops. Full Yearbook: ISBN 978-1-9164807-0-4, Production data: ISBN 978-1-9164807-1-1 | Trade data: ISBN 978-1-9164807-2-8.
To purchase International Statistics – Flowers and Plants 2019 from AIPH visit http://aiph.org/international-statistics-flowers-and-plants-2019/

For further details contact:

Penelope Tomkins, AIPH Communications Manager
Email: penelope.tomkins@aiph.org Phone: +44 (0) 1235 776 160

Website: www.aiph.org
Follow AIPH on Twitter @AIPHglobal

Notes for Editors:

International Association of Horticultural Producers (AIPH)

Since 1948, AIPH has united horticultural producers in an international community that thrives to this day. Much has changed in that time. Technologies advanced, cities rose from the ground, and we have become more connected than ever. As a result, our essential bond with nature has been weakened. AIPH strives to reignite and uphold an appreciation of plants that we believe is a basic human instinct. We support the work of grower associations globally and together we champion a prosperous industry, growing plants that enhance lives, advance societies and sustain our planet, for this generation and the next.

UNION FLEURS – International Flower Trade Association

Founded in 1959, Union Fleurs is the international umbrella organisation representing and promoting the worldwide interests of national associations and companies active in the floricultural trade (cut flowers, foliage and pot plants). It is based in Brussels and has nowadays members in 20 countries worldwide (in Europe, Africa, Middle-East, South and North America, and Asia). Within its membership, Union Fleurs gathers over 3.000 companies active in the trade of cut flowers and pot plants worldwide. Members account for more than 80% of the total value of the worldwide trade of cut flowers and pot plants.

On 5 November 2019, over 150 executive managers and decision makers from companies and organisations active across the international floriculture supply-chain came to the IFTF Auditorium where the second edition of Floriforum took place.
Organised by Union Fleurs, the International Flower Trade Association on the eve of the opening of IFTF, Floriforum focused this year on the topic of “Customer Dynamics”. As Richard Fox, Union Fleurs President, recalled in his opening statement: “After starting on safe ground, we decided this year to be more adventurous and explore the very last segment of the supply-chain which is crucial for continued success of the floricultural industry.”

What makes customers tick? And why getting a better grasp on customer dynamics is highly relevant to the floriculture supply-chain?
Inspired by several case studies presented by keynote speakers Martin De Munnink, Dennis van der Lubbe and Phill Burton, participants had the chance to get unique insights and exchange views on the current and future challenges for the sector in the area of customers, and how companies and organisations can adapt individually, but also in unison as a sector to tap into the powerful essence of flowers and plants.

“Whatever you do, you need to understand the customer to be successful” said Phill Burton, Chief Operating Officer of Bloom & Wild, the success-story floral start-up which started in the UK 6 years ago to quickly expand in Ireland, France and Germany with their unique “Letterbox flowers” concept. He explained how he took his company from zero to selling 1.9 million bouquets annually by focusing their efforts on customer satisfaction through NPS (Net Promoter Score) metrics, which uses the power of customer engagement to continuously innovate the business with one moto: customer first!

Previously the audience had been introduced by Martin de Munnik, Co-founder and CCO of Neurensics, to the amazing and untapped power of neuroscience when it comes to marketing and understanding customer behaviours. Our brains process no less than 500 million decisions a day, so how can we positively influence buying behaviours for flowers and plants and satisfy everyone’s’ longing for more colourful, happiness and beauty in their lives?

Dennis van der Lubbe, Managing Director of the Flower Council of Holland, gave his response to this question by explaining how the flower council had used Neurensics’ research to analyse the emotional effects of their latest commercial “We need more flowers”, and the changes they made accordingly, which resulted in one of the council’s most successful campaigns ever!

Enough elements for panelists Kate Penn, CEO of Society of American Florists (SAF), Paul Barton, Consultant European Sales & Marketing at the Flower Hub and Dennis van der Lubbe to continue the afternoon in a dialogue with the audience, on how can the supply-chain capture these new opportunities, what needs to be adjusted and where to make it happen for the benefit of all along the supply-chain, including in terms of pricing and value-added.

Thanks to the apt and dynamic moderation by Simone von Trier, and the upstream work of Union Fleurs’ Secretary General Sylvie Mamias and her team in organising the programme for the afternoon, the event finished on a high note, and satisfaction was palpable among the participants during the closing cocktail. A clear confirmation, if needed be, that there is an appetite for such an open forum to discuss in an interactive way with peers and experts the various changes and challenges that influence floriculture businesses no matter what part of the supply chain or country they operate in.

 

All pictures are available in full size on the Floriforum website:

                ➯ 2019 photo gallery

Floriforum 2019 was organised by Union Fleurs, the International Flower Trade Association, and co-sponsored by HPP Exhibitions. Many thanks to the speakers for their outstanding contribution and to all the attendees for taking time out of their hectic schedule during the Dutch flower week to take part in the conversation!