orchids production and market in europe
DESCRIPTION
Orchids Production and Market in Europe. Professor Chiachung Chen National ChungHsing University Taichung Taiwan, 40227. Three stages:. 1. Developing: 1997-2007 2. Over supply: 2008 – 2010 3. Stabilizing: since 2011. The major markets. 1. The Netherlands :50% 2. Germany - PowerPoint PPT PresentationTRANSCRIPT
Orchids Production and Market Orchids Production and Market in Europein Europe
Professor Chiachung Chen
National ChungHsing University
Taichung Taiwan, 40227
Three stages:Three stages:
1. Developing: 1997-2007
2. Over supply:
2008 – 2010
3. Stabilizing: since 2011
The major marketsThe major markets
1. The Netherlands :50%2. Germany3. Belgium4. Italy5. Denmark6. Switzerland7. UK
The different requirementThe different requirement
1. The Holland: two spikes, all kinds of flower sizes and colors2. UK : one spike, long stem, big flower3. North Europe : two spikes, small flower, 20-30 cm stem.4. Italy: northern, big size southern, small size
How to analyze the orchids How to analyze the orchids market of market of EuropeEurope
1. The Netherlands: Occupied 50%
2. The tissue culture plantlets production : 75 % from the Floricultural and Anthura b.v. (Harks)
3. Two auction markets owned 60% sales quantity : Aalsmeer and Naalswijk
The first stage:The first stage:
Miracle crop!Incredible pot flower!Quantity increase! Price jump!
The sale quantity of The sale quantity of Phalaenopsis Phalaenopsis sales from 2003 to 2007 in the Hollandsales from 2003 to 2007 in the Holland
1000
1500
2000
2500
3000
3500
4000
4500
5000
2002.5 2003 2003.5 2004 2004.5 2005 2005.5 2006 2006.5 2007 2007.5
*100
00 u
nits
The average prices of The average prices of PhalaenopsisPhalaenopsis from from 2003 to 2007 in the Holland2003 to 2007 in the HollandAverage cost: 3.86 EurosAverage cost: 3.86 Euros
4
4.2
4.4
4.6
4.8
5
5.2
5.4
5.6
2002.5 2003 2003.5 2004 2004.5 2005 2005.5 2006 2006.5 2007 2007.5
Pric
e, E
uros
The change rates in the orchids markets The change rates in the orchids markets from 2003 to 2007 in the Hollandfrom 2003 to 2007 in the Holland
Year Cymbidium
Dendro-bium
Miltonia Oncidium Paphio-pedilum
20032004
2005
2006
2007
1174113113
(+11.7 % )13864
(+5.7 %)15557
(+12.2 % )15529
(-0.18 % )
55697030
(+26.2% )8405
(+19.5 %)
10342(+23.1 %
)11728
(+13.4 %)
46804507
(-3.7 % )4084
(-9.5 % )5119
(+25.3 %)
6660(+30.1 %
)
57685399
(-6.4 % )4459
(-17.4 %)
4767(+6.8 % )
4611(-3.2 % )
23562691
(+14.2% )2686
(-0.1 % )3383
(+25.9 %)
3627(+7.2 % )
Stage II. Over supplyStage II. Over supply
The floods of Phalaenopsis !
Disaster of orchids industry!
The change of the auction price of The change of the auction price of PhalaenoPhalaenopsispsis in Naaldwijk auction market in Naaldwijk auction market
Year 2008 2007 2006
1-20 Ws 3.859 4.742 5.407
21-25 Ws
2.631 3.489 4.058
26-35 Ws 2.891 4.194 3.931
The supply of The supply of PhalaenopsisPhalaenopsis in in Naaldwijk auction marketNaaldwijk auction market
Year 2008 2007 2006
1-20Ws 120,997 63,831 36,074
21-25 Ws26-35 Ws
153,684152,921
97,43261,346
58,88049,455
The typical variety: Anthura GoldThe typical variety: Anthura Gold
1. Anthura Gold
20062007
2.83.6
5.306
4.685
4.3053.750
2008 2.1 3.505
3.612
One spike
Two spikes
branch
Price)
Stage II. Stage II.
1. At lease 15 companies, 25 ha has withdrawal from the market!
2. The production has reduced
25 %
Data source: 2008-2010Data source: 2008-2010
The average cost in 2009-2010The average cost in 2009-2010
1. less than 1 ha : 4.22 EU$2. ranged 1 – 2 ha : 4.025 EU$3. More than 2 ha : 3.725 EU$
SupplySupply
50
100
150
200
250
300
350
400
450
0 5 10 15 20 25 30 35 40 45 50 55
Week
Supp
ly, th
ousa
nds
2010 2009 2008
PricePricePrice EU$
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
5,500
6,000
0 5 10 15 20 25 30 35 40 45 50 55
Weeks
Pric
e, E
U$
2010 2009 2008
The average cost in 2009-2010The average cost in 2009-2010
1. less than 1 ha : 4.22 EU$2. ranged 1 – 2 ha : 4.025 EU$3. More than 2 ha : 3.725 EU$
Stage III. RecoveryStage III. Recovery
Decrease the quantity of Phalaenopsis and others orchids
SupplySupply
0
50
100
150
200
250
300
350
400
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54
Weeks
Uni
ts, t
hous
ands
2011 unit2010 unit
PricePrice
0
1,000
2,000
3,000
4,000
5,000
6,000
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54
Weeks
Pri
ce E
U$
priceprice
Stage III. Stage III. New era of the orchids industryNew era of the orchids industry
1. Diversity of the Phalaenopsis2. More Orchids were supplied: Cymbidium, Dendrobium, Miltonia3. New market: USA
Traditional flowchart for the Traditional flowchart for the PhalaenopsisPhalaenopsis production in Europeproduction in Europe
Flask 2 inch pot
4 inch pot
Spiking
26 Ws
26 Ws
6-10 Ws
flasks
2 inch : 6cm 3 inch : 9-10cm
4 inch : 10.5-12cm 5 inch : 15cm
flowchart for the flowchart for the PhalaenopsisPhalaenopsis production in Europe production in Europe
2" pot
2 inch pots
4 inch pots
3 inch pot
3 inch pots
5 inch pots
Total:40-42 weeks
26 weeks
35-40weeks 6-10 weeks
6-10 weeks
6-10 weeks
6-10 weeks
20-26 weeks15-20weeks
26 weeks
9-14 weeks
spiking
Prices and numbers of spikingPrices and numbers of spiking Red
0
1
2
3
4
5
6
0 10 20 30 40 50 60
Weeks
Pric
e, E
U$
two spikes one spike
The assortment of Phalaenopsis in
the Netherlands
The production systemThe production system
Standardization Easy to be copied to other countries
Culture Guide for Floricultural b.v.Culture Guide for Floricultural b.v.
Td Tn Light--------------------------------------------------- Growing: 28ºC 26ºC 4000-6000 lux Cooling: 20ºC 18ºC 7000-8000 lux Flowering: 23ºC 20ºC 7000-8000 lux
Breeding the varieties Breeding the varieties for market!for market!
The selection varieties of The selection varieties of FloriFloricultura b.v.cultura b.v.
For sale: 2011-2013
The required variety for the NetherlandsPhalaenopsis
A. Genotype
1. double or more spikes
2. medium size of blossoms, at least 8 cm
3. number of flowers, at least 7 of each stem
4. can be induced to spike within 6-10 weeks
5. bright color
6. compact size, more units per m²
7. others
The required nursery for the Netherlands
B. Plant conditions
1. mature enough
2. virus free
3. no disease, no insect
4. healthy roots
5. others
The requirements for the Netherlands
To meet the greenhouse climate conditions
1. vegetative stage : day temp: 28ºC,
night temp:26ºC light intensity : 6000~12000 lux
2. cooling stage : Td:20ºC, Tn:18ºC LI : 8000~15000 lux
3. flowering stage : Td:23ºC, Tn:20ºC LI : 7000~13000 lux
Opportunity in Europe marketOpportunity in Europe market
The window of the Europe The window of the Europe market is narrowing for Asiamarket is narrowing for Asia
Opportunity in Europe marketOpportunity in Europe marketI. Sell productsI. Sell products
1. 2 inch size2. Plants with two spikes by air freight
Opportunity in Europe marketOpportunity in Europe marketII. Sell varietiesII. Sell varieties
1. Products of plant tissue culture 2. 1500-2000 units of one variety in 2 inch stage for test: numbers of spiking, branching, numbers of flowers, plant structure, shelf life and others.
Suggestion!
I. Technique 1. Select the adequate varieties for the
destination market
Suggestion!
II. Build credibility !
Timing, Quality, Quantity