Orchids Production and Market in Europe Professor Chiachung Chen National ChungHsing University Taichung Taiwan, 40227
Three stages: 1. Developing: Over supply: 2008 – Stabilizing: since 2011
The major markets 1. The Netherlands :50% 2. Germany 3. Belgium 4. Italy 5. Denmark 6. Switzerland 7. UK
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, cm stem. 4. Italy: northern, big size southern, small size
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
The first stage: Miracle crop! Incredible pot flower! Quantity increase! Price jump!
The sale quantity of Phalaenopsis sales from 2003 to 2007 in the Holland
The average prices of Phalaenopsis from 2003 to 2007 in the Holland Average cost: 3.86 Euros
The change rates in the orchids markets from 2003 to 2007 in the Holland YearCymbidiumDendro- bium MiltoniaOncidiumPaphio- pedilum (+11.7 ％ ) (+5.7 ％） (+12.2 ％ ) (-0.18 ％ ) (+26.2 ％ ) 8405 (+19.5 ％ ) (+23.1 ％ ) (+13.4 ％ ) (-3.7 ％ ) 4084 (-9.5 ％ ) 5119 (+25.3 ％ ) 6660 (+30.1 ％ ) (-6.4 ％ ) 4459 (-17.4 ％ ) 4767 (+6.8 ％ ) 4611 (-3.2 ％ ) (+14.2 ％ ) 2686 (-0.1 ％ ) 3383 (+25.9 ％ ) 3627 (+7.2 ％ )
Stage II. Over supply The floods of Phalaenopsis ! Disaster of orchids industry!
The change of the auction price of Phalaenopsis in Naaldwijk auction market Year Ws Ws Ws
The supply of Phalaenopsis in Naaldwijk auction market Year Ws 120,99763,83136, Ws Ws 153, ,921 97,432 61,346 58,880 49,455
The typical variety: Anthura Gold 1. Anthura Gold One spike Two spikes branch Price)
Stage II. 1. At lease 15 companies, 25 ha has withdrawal from the market! 2. The production has reduced 25 %
Data source:
The average cost in less than 1 ha : 4.22 EU$ 2. ranged 1 – 2 ha : EU$ 3. More than 2 ha : EU$
Supply
Price
The average cost in less than 1 ha : 4.22 EU$ 2. ranged 1 – 2 ha : EU$ 3. More than 2 ha : EU$
Stage III. Recovery Decrease the quantity of Phalaenopsis and others orchids
Supply
Price
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
Traditional flowchart for the Phalaenopsis production in Europe Flask 2 inch pot 4 inch pot Spiking 26 Ws 6-10 Ws
flasks 2 inch ： 6cm 3 inch ： 9-10cm 4 inch ： cm 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 weeks15-20weeks 26 weeks 9-14 weeks spiking
Prices and numbers of spiking
The assortment of Phalaenopsis in the Netherlands
The production system Standardization Easy to be copied to other countries
Culture Guide for Floricultural b.v. Td Tn Light Growing: 28ºC 26ºC lux Cooling: 20ºC 18ºC lux Flowering: 23ºC 20ºC lux
Breeding the varieties for market!
The selection varieties of Floricultura b.v. For sale:
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
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 market
The window of the Europe market is narrowing for Asia
Opportunity in Europe market I. Sell products 1. 2 inch size 2. Plants with two spikes by air freight
Opportunity in Europe market II. Sell varieties 1. Products of plant tissue culture 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