May: Flower trends

California remains the top cut-flower producer in the United States.  The state brings to market over 60 percent of the nation’s cut flowers -- an agricultural crop valued at almost $313 million.  Florabundance is a major wholesale player. The company, founded in the early 1990's by a group of cut-flower growers, is located on the California coast just south of Santa Barbara. While the company also represents international growers, it provide a special label, CA GROWN, to identify California based operations.

Imported flowers, however, dwarf our national production.  In 2005, the United States imported $709 million worth of cut flowers.  Roses lead the flood of imports, and most come from South America.  Colombia is the biggest rose producer, followed by Ecuador. 

As in every other category of commercial activity, China is coming up fast. Yunnan province in southwest China has become a leading center of flower cultivation in Asia.  The region’s flower production is worth $415 million, larger than California’s crop.  For now, China is content to sell to its own citizens and those of Taiwan, Korea, and Japan.  But as quality continues to improve and production continues to build, the United States will no doubt become a target market. 

Two other trends in the cut-flower market are important.  Organic flowers continue to gain popularity.  First introduced in the late l990's, organic flower sales continue to grow.  In 2003, organic flower sales were only $8 million. Between 2007 and 2008, sales of organic flowers soared 54% to $42 million. 

A second trend to watch is “certified sustainable flowers.” VeriFlora , a California company, is the leader here.  Requirements for sustainable production are less stringent, and less costly than organic production so retailers can sell “sustainable flowers” for less. Using its labeling system, VeriFlora hopes to reassure customers that “certified sustainable flowers” are produced in good working conditions, grown in an environmental friendly manner, and with minimal pesticides.

So where does my small farm fit into the big picture of American and international flower production? I am a poppy seed in a 50-pound sack of compost: small, inconsequential by some standards, yet viable.