1. Orchids Production and Market in Europe Professor Chiachung Chen National ChungHsing University Taichung Taiwan, 40227

2. Three stages: 1. Developing: 1997-2007 2. Over supply: 2008 – 2010 3. Stabilizing: since 2011

3. The major markets 1. The Netherlands :50% 2. Germany 3. Belgium 4. Italy 5. Denmark 6. Switzerland 7. UK

4. The different requirement 1. The Holland: two spikes, all kinds of flower sizes and colors 2. UK : one spike, long stem, big flower 3. North Europe : two spikes, small flower, 20-30 cm stem. 4. Italy: northern, big size southern, small size

5. How to analyze the orchids market of Europe 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

6. The first stage: Miracle crop! Incredible pot flower! Quantity increase! Price jump!

7. The sale quantity of Phalaenopsis sales from 2003 to 2007 in the Holland

8. The average prices of Phalaenopsis from 2003 to 2007 in the Holland Average cost: 3.86 Euros

9. The change rates in the orchids markets from 2003 to 2007 in the Holland YearCymbidiumDendro- bium MiltoniaOncidiumPaphio- pedilum 2003 2004 2005 2006 2007 11741 13113 (+11.7 ％ ) 13864 (+5.7 ％） 15557 (+12.2 ％ ) 15529 (-0.18 ％ ) 5569 7030 (+26.2 ％ ) 8405 (+19.5 ％ ) 10342 (+23.1 ％ ) 11728 (+13.4 ％ ) 4680 4507 (-3.7 ％ ) 4084 (-9.5 ％ ) 5119 (+25.3 ％ ) 6660 (+30.1 ％ ) 5768 5399 (-6.4 ％ ) 4459 (-17.4 ％ ) 4767 (+6.8 ％ ) 4611 (-3.2 ％ ) 2356 2691 (+14.2 ％ ) 2686 (-0.1 ％ ) 3383 (+25.9 ％ ) 3627 (+7.2 ％ )

10. Stage II. Over supply The floods of Phalaenopsis ! Disaster of orchids industry!

11. The change of the auction price of Phalaenopsis in Naaldwijk auction market Year 200820072006 1-20 Ws3.8594.7425.407 21-25 Ws2.6313.4894.058 26-35 Ws2.8914.1943.931

12. The supply of Phalaenopsis in Naaldwijk auction market Year 200820072006 1-20Ws 120,99763,83136,074 21-25 Ws 26-35 Ws 153,684 152,921 97,432 61,346 58,880 49,455

13. The typical variety: Anthura Gold 1. Anthura Gold 2006 2007 2.8 3.6 5.306 4.685 4.305 3.750 20082.1 3.5053.612 One spike Two spikes branch Price)

14. Stage II. 1. At lease 15 companies, 25 ha has withdrawal from the market! 2. The production has reduced 25 %

15. Data source: 2008-2010

16. The 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$

17. Supply

18. Price

19. The 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$

20. Stage III. Recovery Decrease the quantity of Phalaenopsis and others orchids

21. Supply

22. Price

23. Stage III. New era of the orchids industry 1. Diversity of the Phalaenopsis 2. More Orchids were supplied: Cymbidium, Dendrobium, Miltonia 3. New market: USA

24. Traditional flowchart for the Phalaenopsis production in Europe Flask 2 inch pot 4 inch pot Spiking 26 Ws 6-10 Ws

25. flasks 2 inch ： 6cm 3 inch ： 9-10cm 4 inch ： 10.5-12cm 5 inch ： 15cm flowchart for the Phalaenopsis 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 35-40weeks6-10 weeks 20-26 weeks15-20weeks 26 weeks 9-14 weeks spiking

26. Prices and numbers of spiking

27. The assortment of Phalaenopsis in the Netherlands

28. The production system Standardization Easy to be copied to other countries

29. 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

30. Breeding the varieties for market!

31. The selection varieties of Floricultura b.v. For sale: 2011-2013

32. The required variety for the Netherlands Phalaenopsis 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

33. 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

34. 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

35. Opportunity in Europe market

36. The window of the Europe market is narrowing for Asia

37. Opportunity in Europe market I. Sell products 1. 2 inch size 2. Plants with two spikes by air freight

38. Opportunity in Europe market II. 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.

39. Suggestion! I. Technique 1. Select the adequate varieties for the destination market

40. Suggestion! II. Build credibility ! Timing, Quality, Quantity