i

A Study of

The Canadian Flower Market

A report for the Rural Industries Research and Development Corporation by Kim James Flower Export Council of Australia Inc.

April 1999 RIRDC Publication No 99/34 RIRDC Project No FEC-2A

ii

© 1999 Rural Industries Research and Development Corporation. All rights reserved. ISBN 0 642 57823 0 ISSN 1440-6845 A study of the Canadian flower market Publication No. 99/34 Project No. FEC-2A The views expressed and the conclusions reached in this publication are those of the author and not necessarily those of persons consulted. RIRDC shall not be responsible in any way whatsoever to any person who relies in whole or in part on the contents of this report. This publication is copyright. However, RIRDC encourages wide dissemination of its research, providing the Corporation is clearly acknowledged. For any other enquiries concerning reproduction, contact the Publications Manager on phone 02 6272 3186.

FECA Whilst all care has been exercised in the underlying research and presentation of this report, FECA Inc assume no responsibility for the accuracy of the information or the effectiveness of any recommendation contained therein and will not be responsible for any loss or damage incurred by relying on the information. Researcher Contact Details Name Kim James Address PO Box 137 NEDLANDS WA 6009

Phone: 08 9324 1778 Fax: 08 9324 1779 Email: feca@iinet.net.au

RIRDC Contact Details Rural Industries Research and Development Corporation Level 1, AMA House 42 Macquarie Street BARTON ACT 2600 PO Box 4776 KINGSTON ACT 2604 Phone: 02 6272 4539 Fax: 02 6272 5877 Email: rirdc@netinfo.com.au Website: http://www.rirdc.gov.au Published in April 1999 Printed on environmentally friendly paper by Canprint

iii

Foreword With the rapid development of Australian floricultural products over the last decade the importance of marketplace information has become more important to both new and experienced growers and exporters. This market report prepared by the Flower Export Council of Australia Inc. (FECA) is one of a series planned over a three year period and has been made possible by way of funding from the Rural Industries Research and Development Corporation (RIRDC). The report provides a snapshot of the market in Canada using a format that will be repeated in other country reports. The report targets the importation, distribution and sale of Australian flowers and foliages in relation to the requirements and practices of each country. This report, the latest addition to our diverse range of over 250 research publications, forms part of our Wildflowers and Native Plants R&D program, which aims to improve the profitability, productivity and sustainability of the Australian wildflower and native plant industry. Most of our publications are available for viewing, downloading or purchasing online through our website at www.rirdc.gov.au Peter Core Managing Director Rural Industries Research and Development Corporation

iv

Acknowledgements This report has been made possible by a financial grant from Rural Industries Research Development Corporation (RIRDC). The report has been compiled via the collection of primarily secondary data from various overseas sources. The Canadian report is produced as a desktop market research report as no visit to Canada was made, so personal observations were not possible. The Flower Export Council of Australia would also like to acknowledge the support of Mr Peter Batt, Curtin University for his assistance in the final editing of this report. Abbreviations ABS Australian Bureau of Statistics Currency Conversion: A$ 1 = CA$ 0.9842 November 1998

v

Contents Foreword........................................................................................................................... iii 1. Country summary......................................................................................................... 1 2. A snapshot of Canadian flower market ...................................................................... 2 3. Production of cut flowers in Canada........................................................................... 3

3.1 Production Area ........................................................................................................ 3 4. The Canadian market for flowers & foliages ............................................................. 5

4.1 Summary ................................................................................................................... 5 4.2 Flower Usage ............................................................................................................ 5 4.3 Seasonality of Demand ............................................................................................. 6 4.4 The Distribution Network ......................................................................................... 7

5. Requirements for imported flowers ............................................................................ 9

5.1 Summary ................................................................................................................. 9 5.2 Plant Quarantine........................................................................................................ 9 5.3 Imports to the Canadian Flower Market ................................................................. 10

6 Australia as a supplier ................................................................................................. 12

6.1 Summary ................................................................................................................. 12 6.2 Australia as a Supplier to the Market...................................................................... 12 6.3 Position of Australian Native Flowers.................................................................... 13 6.4 Entering the Canadian Market ................................................................................ 14 6.5 Exchange Rates....................................................................................................... 14 6.6 Freight Rates ........................................................................................................... 15 6.7 Flight Frequency to Canada.................................................................................... 15

7. Market contacts........................................................................................................... 16 8. References.................................................................................................................... 18 9. Appendices................................................................................................................... 19

Appendix 1: Statistics import value cut flowers 1993 .............................................. 19 Appendix 2: Import cut flowers, fresh 1995............................................................. 19

vi

Tables:

Table 1: Production of cut flowers and ornamental plants ......................................... 3 Table 2: Area of greenhouses for floricultural crops .................................................. 3 Table 3: Flower production by type and value in Canada .......................................... 4 Table 4: Flower Production by Type and Volume in Canada .................................... 4 Table 5: Reasons for purchase of flowers................................................................... 6 Table 6: Flower usage by season ................................................................................ 6 Table 7: Sales of cut flowers and potplants by marketing channel............................. 8 Table 8: Provincial Sales Tax Rates ........................................................................... 9 Table 9: Canadian import statistics for fresh cut flowers ......................................... 10 Table 10: Imports to the Canadian market by variety. 1993..................................... 11 Tble 11: Imports to the Canadian market by variety ................................................ 11 Table 12: Canadian market for cut flower exports: 1990-1997................................ 13 Table 13: AHEC Exports to Canada - 1997/1998 .................................................... 13 Table 14: Value of Canadian dollar relative to the Australian dollar ....................... 14 Table 15: Freight rates - Airport: Toronto ................................................................ 15 Table 16: Freight rates - Airport: Vancouver ........................................................... 15

Figures:

Figure 1: Cut flower distribution channels ................................................................. 7 Figure 2: Canadian market for cut flower exports: 1990-1998................................. 12 Figure 3: Six year exchange rates ............................................................................. 14

1

1. Country Summary Created by British North American Act in 1867, Canada is the world’s second largest country stretching from great barren islands in the Arctic to vast grasslands in the interior. Agriculture and mineral exploitation are important. Oil and natural gas, iron, ore, bauxite, nickel, zinc, copper, gold and silver are the major mineral exports. Despite economic success, Canada remains one of the world’s most under-exploited countries. STATUS Federal Parliamentary Monarchy AREA 9,976,140 sq km CAPITAL Ottawa MAIN CITIES Toronto, Montreal, Vancouver POPULATION 29,200,000 DENSITY 2,7 people per sq km LIFE EXPECTANCY 77 years LANGUAGES English, French RELIGIONS Roman Catholic, Protestant, Eastern Orthodox CURRENCY Canadian Dollar GNP A$28,111 per person MAIN PRODUCTS Motor vehicles and parts, Grains and other foods, Primary metals, Wood pulp and paper, Oil and Gas NATIONAL DAY July 1 ORGANISATIONS UN, OAS, OECD, NATO, CP, C % URBAN POPULATION 77% NATIONAL HOLIDAYS New Year’s Day January 1 Good Friday April 2 (1999) Easter Monday April 5 Victoria Day May 24 St. John the Baptist Day June 24 Canada Day July 1 Labour Day September 6 Thanksgiving October 11 Remembrance Day November 11 Christmas December 25 Christmas Day Holiday December 27 Boxing Day December 28 Source: The SBS World Guide

2

2. A Snapshot of Canadian flower Market

DOMESTIC PRODUCTION A$668 million (1996) EXPORTS A$ 23 million (1997) To:- United States 99.9% IMPORTS A$70.3 million (1997) Major Import Countries:- 1. Colombia 53.0% 2. United States 15.1% 3. Ecuador 12.7% 4. Netherlands 6.6% 5. Others 2.5% FLORICULTURAL CONSUMPTION A$ 2.54 billion PER CAPITA CONSUMPTION OF FLOWERS A$ 8.6

Source: Flowers Canada

3

3. Production of Cut Flowers in Canada

3.1 Production Area The three most important states for the production of cut flowers in Canada are Quebec, Ontario and British Colombia. Together, they represent more than 85 percent of the production vlaues (Table 1) Table 1: Production of cut flowers and ornamental plants

States 1990 1991 1992 1993 Ontario 296,983.6 303,657.0 368,604.9 271,707.7 British Colombia 106,800.0 114,097.7 175,411.2 180,587.8 Quebec 64,210.1 69,862.5 117,365.5 131,511.2 Alberta 38,747.1 34,334.8 56,294.8 54,626.9 Nova Scotia 19,879.4 20,135.8 22,834.9 20,551.3 Manitoba 10,0062.2 10,216.8 14,050.0 16,009.4 New Brunswick 9,566.8 12,170.2 13,585.4 14,139.2 Others 10,884.0 12,467.5 18,378.3 14,257.2 Total 557,133.2 576,942.3 786,525.0 703,390.7 Source: Greenhouse Industry, Statistics Canada Most of the floricultural crops in Canada are grown in plastic covered greenhouses or glasshouses. Plastic covered greenhouses predominate (Table 2). Table 2: Area of greenhouses for floricultural crops (1,000sq m) Ontario Canada Sort of Shel 1994 1995 1996 1994 1995 1996 Under Plastic 2,313 2,557 3,240 6,201 6,781 7,882 Under Glass 1,914 2,172 2,377 3,334 3,975 4,530 Total 4,227 4,729 5,617 9,535 10,756 12,412 Source: Greenhouse Industry Statistics Most greenhouses are located in Ontario (43%)

4

The Canadian cut flower industry produces carnations, chrysanthemums, gerbera, iris, freesia, roses, snapdragons, tulips, alstroemeria and new products such as hupericium, ageratum, euphorbia, ehinops, gomphrena, lathyrus and monkshood. Roses are the most important flower crop cultivated in Canada (52%) (Table 3 and 4) Table 3: Flower production by type and value in Canada (xA$1,000) Type 1994 1995 1996 Roses - excl. sweetheart 56,325 54,278 49,320 Roses - sweetheart 19,841 20,787 20,629 Chrysanthemums - sprays 10,297 16,934 16,814 Alstroemeria 11,352 11,209 16,241 Tulips 11,425 --- 13,689 Freesia 9,346 8,872 8,283 Lillies --- 6,205 8,047 Iris 5184 5,321 7,172 Snapdragons 6255 5,086 7,120 Gerbera 4,927 2,892 4,333 Chrysanthemums - standard 6,069 3,102 3,340 Carnations 639 418 --- Others 25,220 --- --- Source: Greenhouse Industry Statistics

Table 4: Flower Production by Type and Volume in Canada Type 1997 (# of Stems) Roses - excl. sweetheart 46,219 Roses - sweetheart 16,080 Chrysanthemums - sprays 16,390 Alstroemeria 15,467 Tulips 17,055 Freesia 10,415 Lillies 9,925 Iris 7,112 Snapdragons 8,375 Gerbera 4,979 Chrysanthemums - standard 3,058 Carnations --- Others ---

Source: Statistics Canada (Greenhouse Sod & Nursery Industry)

5

4. The Canadian Market for Flowers & Foliages

4.1 Summary • In 1997, the consumption of cut flowers was worth an estimated $ 2.54 billion.

• The consumption of cut flowers per capita is relatively low. In 1997, it was $8.60.

Consumption is expected to rise by 5-7% over the next few years. • The primary source of flower sales are from florist shops, however, more floral items

are now sold by a greater number of retail outlets than ever before. These include toll free ordering services and on-line computer services which can be accessed from the consumer’s home, as well as kiosks in public places.

• Supermarkets also cater to the shopping public. Quality in the, supermarkets is

average, and becoming more competitive and price sensitive. • In Canada, the most common reasons for purchasing flowers are associated with an

occasion or an event. The most important reasons for buying flowers are funerals (20%), holidays (19%) and as get well presents (10%).

• Age is directly related to the purchase of flowers. The age group that tends to be the

highest purchaser of flowers are those consumers aged 25-45 years. The group under 25 years of age depicts the group that purchases the least amount.

• There is a distinct link between income, education and the purchase of flowers. The

higher the income level, and the higher the level of education, the higher the frequency of purchase.

• When analysing the purchasers of flowers, it is also significant to note the gender.

Both males and females are regular buyers of flowers.

4.2 Flower Usage Several buyers perceive flowers as a commodity item and this inclination is expected to increase over the years. Traditionally, the demand for flowers has been seasonal, with flowers purchased from florists for traditional events. However, new marketing concepts and changing lifestyles has seen the popularity of flowers increase. Because of their accessibility, more consumers are buying cut flowers as an impulse everyday item rather than for traditional occasions only.

6

Convenience is the prime reason consumers purchase from the non traditional outlets, with impulse buying being a strong second and price ranking third. Nevertheless, retail florists are the primary source of floral purchases for all type of buyers. Annual and regular buyers purchase 70% of their flowers from florists, whilst frequent buyers only purchase 54% of their flowers from retail florists. Frequent buyers allocate a higher proportion of their floral purchases to decorative purposes. Exporting countries have changed the conservative buying habits and attitudes of Canadian consumers by diversifying the mix of crops away from the traditional flowers such as roses and carnations, and developing new exotic flower varieties. This has increased consumers purchase of cut flowers. The three most important reasons consumers purchase flowers are for funerals, holidays and get well wishes (Table 5).

Table 5: Reasons for purchase of flowers Reason Percentage Funerals 20 Holidays 19 Get Well 10 Birhdays 9 Birth 9 Weddings 7 Thank Day 6 Business 5 Thanks 3 Congratulations 3 No special reason 7 Others 2

Source: FTD Flower Business Fact Book Volume v 1990/1991

4.3 Seasonality of Demand Table 6: Flower usage by season

Holiday Season Date Colours Associated New Year’s Day January 1 White, Gold, Silver Valentine’s Day February 14 Red Mother’s Day May Mixed Bunches of Pinks, Purples,

Red and Yellow Victoria Day Monday before May 24 Various Colours St. John the Baptist Day June 24 Various Colours Canada Day July 1 Red and White Labour Day First Monday in September Red and White Thanksgiving Second Monday in October Red, Brown, Yellow and Natural Remembrance Day November 11 Red Boxing Day December 26 Red, Green and White Easter April White, Yellow, Pinks and Purple Christmas Day December 25 Red, White and Pinks Source: Dutch Floricultural Wholesale Board 1998

7

4.4 The Distribution Network There are four producer owned and operated flower auctions in Canada. One located in British Colombia and three in Ontario. The cooperative in Ontario is the largest in Canada. It is also involved in importing flowers. However, substantial volumes of cut flowers sold in Canada do not go through the auction, but pass through other marketing channels, direct from growers, shippers, import brokers and wholesalers to retail florists and the mass market (Figure 1). Figure 1: Cut flower distribution channels

8

Source: AUSTRADE Canada The Canadian floriculture trade is divided among several marketing channels: • An increasing volume of sales are conducted through the flower auction. Increasing

numbers of growers are realising that sales through the auction generally provide a better return than making individual deals with flower wholesalers.

• The second major distribution outlet for the flower trade is through importers and

wholesalers. This makes up more than 50% of the trade. • The third option is the direct sales of flowers from the Canadian grower to the

retailer. • The last distribution channel is represented by grocery stores which cater to the

shopping public as a whole. Prices are highly competitive and the quality only average.

In Canada there is a large group of merchant wholesalers who purchase products for the purpose of selling flowers to their customers. Most of the sales of cut flowers to the consumers take place through the traditional florist, supermarkets and street vendors (Table 7).

Table 7: Sales of cut flowers and potplants by marketing channel (A$1,000)

1994 1995 1996 Retail florists 115,766 128,159 138,457 Domestic wholesalers 195,249 176,203 195,080 Mass market chain stores 87,587 95,169 126,785 Other greenhouses 26,810 36,821 39,303 Exported 48,734 49,056 62263 Direct sales to public 155,678 178,532 178733 Other channels 41193 47150 63005 Total 671,017 711090 803626

Source: Greenhouse Industry Statistics The sales pattern has changed significantly with the mass marketers, such as supermarkets and discount stores playing an increasingly important role in expanding the market for flowers to consumers. Most of the florists are affiliated one of the “ wire services”; Interflora or Teleflower. The best quality cut flowers are sold at the florist. However, flowers purchased for own use are often bought at the supermarket or from street vendors.

9

5. Requirements for Imported Flowers 5.1 Summary MARKET ACCESS Good PHYTOSANITARY CERTIFICATE Only required for dried Graminacae spp. IMPORT PERMIT not required There is an import prohibition for Salix and Prunus spp. QUARANTINE RESTRICTIONS Nil DUTIES 06 03 10 - fresh cut flowers – duty 9.4 % of the F.O.B 06 04 10 - mosses and lichens – duty free 06 04 91 - other fresh – duty 9.45 of the F.O.B 06 04 99 - other – duty 10.3 % of the F.O.B Fresh cut flowers , buds and foliage, exported directly from Australia to Canada, may enter Canada duty free, under Tariff Item No. 06 03 10 90 90. Shipments must be accompanied by a Certificate of Origin, as well as an international Air Waybill/ Bill of Lading. Value Added Tax (VAT) VAT for Canada is 7% Federals Goods and Services Tax (GST), which is levied on the value of the goods, and paid by the importer. In addition to the 7% GST, provincial sales tax is applied at the retail level. Rates vary from nil in Alberta to a high of 12 per cent in Newfoundland (Table 8). Table 8: Provincial Sales Tax Rates Province Sales Tax Newfoundland 12 New Brunswick 11 Prince Edward Island 10 Nova Scotia 10 Saskatchewan 9 Quebec 8 Ontario 8 Manitoba 7 British Columbia 7 Alberta 0

5.2 Plant Quarantine All cut flowers are subject to Agriculture Canada inspection procedures on entry into

10

Canada. Any imports of cut flowers into Canada must be free from soil and insect pests. At present, there are no import restrictions or quotas on the import of cut flowers from Australia into Canada. The only exception is chrysanthemums where Agriculture Canada suggest that a certificate must be obtained to indicate that flowers are free of pests.

5.3 Imports to the Canadian Flower Market In 1997, imports of cut flowers into Canada were valued at $70.3 million (Table 9). Table 9: Canadian import statistics for fresh cut flowers (A$1,000) Country 1991 1992 1993 1994 1995 1996 1997United States

9.487 10.599 9.018 8.648 6.750 6.788 10.648

Italy 0.353 0.507 0.443 - - 0.374 0.412 Netherlands

7.101 7.301 6.344 5.998 4.615 3.624 4.700

France 0.332 - - - - 0.804 0.048 Australia 0.290 0.378 0.452 - -

0.658 0.763

New Zealand

0.991 0.921 0.708 0.654 0.691 0.665 0.915

Chile 0.701 0.372 - - - 0.074 0.047 Colombia 16.853 20.825 30.278 35.472 29.863 34.248 37.279 Ecuador 0.522 1.014 2.429 4.320 4.725 6.992 9.004 Peru 0.651 0.921 0.840 0.866 - 0.585 0.740 Costa Rica 0.824 1.111 1.074 1.021 0.661 0.743 1.059 Dominican Rep.

0.606 0.670 0.593 - - 0.215 0.167

Guatemala 0.335 0.335 - 1.166 0.986 0.899 1.476 Mexico 0.901 0.915 0.788 0.927 1.561 1.449 1.355 Other Countries

1.989 1.114 2.226 3.641 3.772 1.807 1.772

Total 42.296 46.983 55.193 62.713 53.644 59.925 70.385 Source: International Floriculture Trade Statistics 1995 and Yearbook of the International Horticultural Statistics 1996. Colombia has the major share of the Canadian flower import market (53%), followed by the United States (15.1%), Ecuador (12.7%) and the Netherlands (6.6%). Imports of cut flowers from South America have expanded 16% in the last three years. Rose imports mainly from Colombia and Ecuador grew from $12.8 million during 1993 to an estimated total of $20.1 million in 1996, up 7% from 1995. Carnations and roses are the two most important flower crops imported into Canada (Table 10).

11

Table 10: Imports to the Canadian market by variety. 1993. (A$ 1,000)

Colombia U.S.A. Netherlands Ecuador Costa Rica

Mexico Others

Orchid 1.36 0.242 0.108 0.025 0.001 0.001 Rose 7.140 1.617 0.405 1.033 0.006 0.158 0.758 Carnation 13.889 1.694 0.028 0.320 0.086 0.262 0.340 Chrysan-themum

0.421 0.070 0.280 0.017 0.957 0.078 0.004

Others 7.468 5.395 5.523 1.059 1.074 0.289 4.159 Total 30.278 9.018 6.344 2.429 0.788 5.262 Source: Canadian Statistics

Tble 11: Imports to the Canadian market by variety (A$ millions) 1995 1996 1997 Orchids 0.945 0.806 1.024 Rose 12.189 14.597 18.042 Carnation 16.176 17.568 18.444 Chrysanthemum 1.104 1.426 1.892 Other 23.230 25.528 30.983 Total 53.644 59.925 70.385 Source: AUSTRADE Canada

12

6 Australia as a Supplier 6.1 Summary • The major competitor for Australian native flowers is California (U.S.A.), which

currently supplies this market with Protea, Banksia, Waxflowers, Eucalyptus and other varieties.

• New Zealand is a direct competitor to Australia. New Zealand has made inroads into

this market by its willingness to take a lower return in order to establish itself in the market.

• While there is better acceptance of the Australian native flowers, particularly Wax

flowers, Proteas and Banksia, such products are still largely confined to thespecialty end of the market.

• Australia has a poor image in the market. • Although there are appreciable challenges for the Australian floricultural industry to

overcome, Canada does present good opportunities for the Australian native flowers.

6.2 Australia as a Supplier to the Market Since 1990, the volume of Australian flowers consigned to the market in Canada has increased. In 1997/1998, over 90 tonnes of Australian flowers were exported to Canada, worth an estimated $ 570,000 (Table 12) (Figure 2). Figure 2: Canadian market for cut flower exports: 1990-1998

13

Table 12: Canadian market for cut flower exports: 1990-1997 Canada 1990/91 1991/92 1992/93 1993/94 1994/95 1995/96 1996/97 1997/98 Value (A$m)

0.253 0.377 0.571 0.754 0.638 0.979 0.887 0.57

Value (mt)

61 65 68 116 90 430 134 90

Source: ABS

6.3 Position of Australian Native Flowers Table 13: AHEC Exports to Canada - 1997/1998

Harmonised systems

Heading Code

Description of Export Product Qantities/Value

Quantity stems Value (FOB) $ 0603.10 Fresh - Total 428805 319,016

0603.10.30 Wild picked artificially propagated 206.425 69,5210603.10.41 Waxflowers 80,240 24,1330603.10.43 Other Australian native species 142140 225362

0603.90 Other than fresh (dried) - Total 307,490 2187320603.90.11 Wild picked artificially propagated 198,198 138,2190603.90.70 Australian native species 3520 16,0840603.90.80 Exotic species 105,772 64,429

Source: ABS Australia’s seasonality of production and the uniqueness of its flowers should enable Australia to increase its market share in Canada. However, Australia’s poor image in this market needs to be addressed. The following weaknesses have been identified (AUSTRADE, 1993): • Lack of commitment to quality control. Quality and freshness standards are below

other suppliers. • Inconsistency of supply and unreliable suppliers.

• Higher transportation costs involved in consigning product to ultimate destination.

The industry should improve the infrastructure of transportation and negotiate better freight rates for exporters.

• Poor communications from exporters. • Inappropriate packaging by some exporters. • Poor postharvest care and treatment.

14

6.4 Entering the Canadian Market The major point of entry for cut flowers imported into Canada is through either an importer or distributor, who then sells the flowers to wholesalers. An increasing volume of sales is conducted through flower auctions. Payment terms in the floricultural industry can vary. For buyers who have established a good track record with overseas, payment may be received of 30 days after receipt of the goods. For new accounts, it is not unusual that payment terms are C.O.D.

6.5 Exchange Rates The Canadian dollar has almost the same international value as the Australian dollar. More recently however, the value of the Canadian dollar has appreciated considerably, making it more attractive for Canadian flower wholesalers to purchase Australian flowers (Table 13) (Figure 3). Table 14: Value of Canadian dollar relative to the Australian dollar 1992 1993 1994 1995 1996 1997 1998 Jan 0.887 0.883 0.932 1.074 1.025 1.088 0.9911Apr 0.904 0.857 0.983 0.995 1.071 1.087 0.9284Jul 0.844 0.880 1.019 1.005 1.062 1.041 0.9035Oct 0.852 0.878 1.005 1.039 1.077 0.987 0.9842Source: ANZ Bank Figure 3: Six year exchange rates

15

6.6 Freight rates Indicative freight rates between Australia and Canada in December, 1998 were as follows; Table 15: Freight rates - Airport: Toronto

Kilograms Perth Adelaide Melbourne Sydney Brisbane +100 4.75 4.50 4.90 3.35 4.50 +250 4.50 4.60 4.60 3.35 4.25 +500 4.25 4.30 4.30 3.10 4.00

+1000 4.20 4.25 4.25 2.70 3.40 Source: Various freight forwarders Table 16: Freight rates - Airport: Vancouver

Kilograms Perth Adelaide Melbourne Sydney Brisbane +100 4.25 4.00 3.80 3.35 4.00 +250 4.00 3.80 3.30 3.35 3.70 +500 3.75 3.60 3.10 3.10 3.10

+1000 3.70 3.40 3.05 2.70 2.80 Source: Various freight forwarders

6.7 Flight Frequency to Canada Victoria From Melbourne – Vancouver: 7 flights per week to Canada Canadian Pacific 7 per week. New South Wales 0 flights to Canada per week, flights via other Australian cities or overseas countries Queensland 0 flights to Canada per week, flights via other Australian cities or overseas countries Western Australia 0 flights to Canada per week, flights via other Australian cities or overseas countries South Australia 0 flights to Canada per week, flights via other Australian cities or overseas countries Tasmania 0 flights to Canada per week, flights via other Australian cities or overseas countries Northern Territory 0 flights to Canada per week, flights via other Australian cities or overseas countries

16

7. Market Contacts AUSTRADE – Australia T: 13 28 78 AUSTRADE – TORONTO T: +1 416 323 1155 F: +1 416 323 3910 AUSTRADE – VANCOUVER T: +1 604 641 1288 F: +1 604 641 1388 COOPERATIVES: The United Flower Growers Co-operative Association 4085 Marine Way Burnaby, B.C. V5J 5E2 Tel: +1 604 430 2211 Fax: +1 604 430 3858 Ontario Flower Growers Co-operative Ltd. 910 Midway Blvd. Mississauga, Ontario. L5T 1T9 Tel: +1 416 670 9556 Fax: +1 416 670 0487 Marche Floral Inter-provincial Ltee 63 Brunswick Blvd. Dollard des Ormeaux, Quebec. H9B 2n4 Tel: +1 514 683 1670 Fax: +1 514 683 7935 INDUSTRY ASSOCIATIONS: Flowers Canada Inc. 7856 5th Line South Milton Ontario, L9T 2X8, Canada Tel: +1 905 8750707 Fax: +1 905 8753494

Canadian Horticultural Council 1101 Prince of Wales Drive, $310 Ottawa, Ontario. K2C 3W7 Tel: +1 613 226 4187 Fax: +1 613 226 2984 Canadian Nursery Trades Association 1293 Matheson Blvd. Mississauga, Ontario. L4W 1R1 Tel: +1 416 629 1267 Fax: +1 416 629 4438 Niagara Economic and Tourism Corporation 2201 St. David’s Road, P.O. Box 1042 Thorold, ON Canada L2V 4T7 Economic Department: +1 905 685 1308 Toll-free: +1 800 263 2988 Fax: +1 905 688 5907 E-mail: info@niagaracanada.com Website: www.niagaracanada.com Bureau de Promotion de Commerce rue Sparks st Suite 500 Ottawa P5A9 Tel: +1 613 233 3925 Fax: +1 613 233 7860

17

IMPORTERS/WHOLESALERS Florimex Inc. 6799 Pacific Circle Mississauga, Ontario. L5T 1S6 Tel: +1 905 670 3111 Fax: +1 905 670 1921 Florimex Montreal Inc. 510 Rue Lepine Dorval, Quebec. H9P 2V6 Tel: +1 514 636 5155 Florimex Inc. 3979 Marine Drive, Unit 1 Burnaby, British Columbia. V5J 5E3 Tel: +1 604 434 4455 Fax: +1 604 434 7027 Everblumen Inc. 6850 Pacific Circle Mississauga, Ontario. L5T 1N8 Tel: +1 416 670 1010 Fax: +1 416 670 0256 Floriad Canada Inc. 7125 Pacific Circle Mississauga, Ontario. L5T 2A8 Tel: +1 905 798 7958 Fax: +1 905 670 1419 Sierra Flower Trading Ltd. 1672 – 50th Avenue Lachine, Quebec. H8T 2V5 Tel: +1 514 636 3550 Fax: +1 514 636 9782 Contact: Mr Colin Mclean, President David L. Jones Wholesale Ltd. 3737 Marine Way Burnaby B.C. V5J 5A7 Tel: +1 604 451 7200 Fax: +1 604 451 7296 Contact: Mr Russell Brooks, Buyer

Kirby Floral Greens Inc. 8560 Roseberry Avenue Burnaby, B.C. V5J 3N3 Tel: +1 604 438 3535 Fax: +1 604 433 0470 Contact: Mr Ken Kirby John G. Hofland Ltd. 6695 Pacific Circle Mississauga, Ontario. L5T 1V6 Tel: +1 416 670 8220 Fax: +1 416 670 8257 Contact: Mr John Dorsman, Buyer Pacific Coast Floral Wholesale Ltd. 10550 – 110 Street Edmonton, Alberta, T5H 3C5 Tel: +1 403 423 4544 Fax: +1 403 421 0272 Marche Floral Inter-provincial Ltee 3600 Pitfield Boulevard Pierrefonds, Quebec. H8Y 3L4 Tel: +1 514 334 7733 Fax: +1 514 334 5311 Contact: Mr Klaus Schatz, Vice President Ontario Flower Growers Co-Operative Ltd 910 Midway Boulevard Mississauga, Ontario. L5T 1T9 Tel: +1 905 670 9556 Fax: +1 905 670 4562 Contact: Ms Helen Rouse, Buyer Staalduinen Floral Limited 600 Arvin Avenue Stoney Creek, Ontario L8E 5P1 T: 905 643-2002 F: 905 643-2377

18

8. References Anonymous. 1993. Canadian Cut Flower Industry Report. Austrade Toronto. Anonymous. 1997. Greenhouse Industry Statistics. Greenhouse Flower and Plant Production. by Type and Total Value, Ontario and Canada, 1994-1996. P1. Anonymous. 1998. Market Profile Fresh Cut Flowers Canada. Austrade Toronto. Anonymous. 1997. Canadian sales increase. FloraCulture International. Volume 7. No 9. Heinrichs, F. and I. Siegmund. 1996. Yearbook of the International Horticultural Statistics. Institut fur Gartenbauokonomie der Universitat Hannover. Volume 44. P140-142. Knaap, A.P. van der and C. Lansdorp. 1995. Landen-informatie Canada. Flower Council of Holland. O. Colaco. AUSTRADE Canada

19

9. Appendices Appendix 1: Statistics import value cut flowers 1993 (C$ 000) Country Roses Carnations Chrysanthemums Total United States 1,583 1666 141 6,509 Netherlands 392 32 205 6179 Colombia 3,299 9,975 198 6152 Costa Rica 7 14 84 941 Peru - 15 - 851 Ecuador 177 136 2 640 New Zealand 197 19 - 525 Mexico 227 239 12 384 Dominican Republic 252 6 - 373 Australia - - - 357 Israel 16 2 - 83 Morocco 20 - - 27 Chile 38 300 - 12 Guatemala 175 131 - 9 Bolivia 9 4 - 6 Appendix 2: Import cut flowers, fresh 1995 (1000 Sfr)

Imported to Canada Colombia 29,499 United States 6,298 Ecuador 4,587 Netherlands 4,478 Mexico 1,350 Guatemala 969 New Zealand 685 Costa Rica 606 Thailand 576 Not Determined 3,187 Other countries 4 Total 52,239