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Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Bloom and bust (cut flower industry)
Article Type: From: Strategic Direction, Volume 24, Issue 7.
Orton-Jones C. Financial Management (UK), February 2008, Start page: 19, No. of pages: 3
Purpose - To look at the worldwide cut flower trade. Design/methodology/approach - Reports that globalization of this business has increased price competition in the UK and forced some traditional suppliers, e.g. Scilly Isles growers out of business. Explains how they are responding with marketing strategies like online selling and specialization. Compares this with the threat to the Netherlands from Kenya and Ethiopia and reveals the poor conditions faced by flower workers in these countries and in Colombia. Identifies one flower importer/grower trying to trade ethically which has achieved Fairtrade status on six farms; and describes the new Dubai Flower Centre which aims to challenge the auction houses in Holland, Delhi and Bangalore. Predicts the emergence of genetically modified flowers as the next big issue. Originality/value - Looks at current trends in world flower markets. ISSN: 1471-9185 Reference: 37AE098
Keywords: Agriculture, Competition, International trade, Marketing strategy, Working conditions