HortFACT - Cut Flowers and Foliage - Preparation for Marketing
Commercial flower growing, whether for the domestic or export market, requires good management, skill in flower production, and a businesslike approach.
Capital investment is high, for land, machinery, and a packing shed, and more so where greenhouses are to be used. Labour costs are high for most crops because of labour-intensive harvesting methods.
Returns are based on supply and demand, plus quality. Crops must be well grown, harvested at the correct stage of development and well presented. It is imperative that crops are carefully packaged so minimal damage is incurred.
A large range of flowers are required for both the local and export markets in varying quantities. Carnations, chrysanthemums, roses, gypsophila, statice and spring flowers (daffodils, iris) are the standard florists’ flowers grown in large quantities for the local market. Cymbidium orchids, sandersonia, zantedeschia (calla lily), lilies and proteas are grown in large quantities for the export market, with only small volumes of carnations, chrysanthemums and roses exported.
The choice of crops to grow will depend on a number of factors:
When a decision has been made, buy the best possible stock, plants or seed. Modern varieties can be costly, but they have been bred and selected for the cut flower trade. Colour, stem length and vase life are better, as well as vigour, production and health.
Continuity of supply is important to buyers, and the season of individual flowers may be extended by choice of early, mid and late-season varieties, and by cultural treatments. There are periods when flowers are plentiful but demand is limited, especially in January and early February, with resulting low returns. At all times, grading should be done with extra care and only the best quality sent to customers, as it is important to maintain a good reputation among buyers.
Weather conditions can produce a glut of seasonal flowers such as carnations, narcissus, iris, gladioli, chrysanthemums and cymbidium orchids. A large supply of one flower can depress the whole market. Alternative markets should be investigated or the method of growing changed if this can reduce supply at critical times.
Good flowers need never be thrown away. If they are surplus to commercial requirements they can be donated to institutions, such as retirement homes and hospitals. This is good promotion for flower usage and can do only good for the industry as a whole. Contact your regional flower promotions committee for avenues of distribution. However, growers must only donate good quality flowers that last, as old or poor lasting flowers will only create a negative impression amongst consumers.
Flowers must be well grown, clean and free from pests and diseases. The attention required to produce good quality flowers is well paid for by greater market returns. The flowers must be at the right stage of development to suit the buyer and to ensure the longest possible vase life. Growers should talk to the buyers of their product, identify their needs and meet these if possible.
Fairly mature flowers are required by the South Island markets. In general they should be more mature than for the North Island markets, but they must never be "past their best". However, much of the product required by South Island buyers is now being produced there.
Flowers must always be sold when they are fresh, so sell them as soon as possible after harvesting. A grower only gains a reputation from the quality of the flowers produced. Buyers tend to keep buying off known growers who have consistent high quality product.
When to harvest: Cut flowers when they are ready for harvesting and during the cooler parts of the day. They are most turgid in the morning and easier to handle, but their sugar content, and therefore quality, is better at the end of the day. Both are sound guides, so do not pick during the hot period of the day, if at all possible.
What stage to harvest: The correct stage of development varies between flower types. Some are harvested in the bud stage (e.g. rose, lily, gladiolus, freesia and iris) but most should be slightly open. The optimal developmental stages for harvest can be studied at the market.
Rapid cooling: Flowers, particularly dark coloured ones, absorb a lot of heat and it is an advantage to cool them quickly. They should be taken into a cool shed as soon as possible and placed in water. Coolstore facilities, especially forced air coolers, are beneficial for fast removal of field heat and prolonging subsequent vase life (see Cut Flowers and Foliage - Cooling Requirements and Temperature Management ).
Diseased material: Take extra care not to harvest diseased flowers or foliage as they are not saleable, and often tend to produce ethylene gas which advances aging of the flowers and reduces subsequent vase life.
Containers: Keep all flower vases, buckets and other containers scrupulously clean. Unless a flower solution (see next page) is used, discard the water every day and clean thoroughly with a disinfectant before re-use. Do not use metal containers.
There are no uniform standards laid down for flower grading in New Zealand, but it is important that individual growers’ grades are uniform and consistent. Buyers then get to know what type of product a particular grower provides.
High quality is essential, but several grades can and should be used. It is acceptable to market flowers as second grade provided they are still of good and fresh quality. Smaller and short-stemmed flowers come into this category, but they can still be of good quality and useful in floral work. The very best flowers, "extra choice", should be kept separate. The good average flowers should be "firsts", and those not up to that standard should be marketed as "seconds".
Some days, seconds from a good grower may get nearly as high a price as firsts. Do not, because of this, stop grading. The probable reason is that the buyers have confidence in that product and know that these seconds are usually of good quality.
A vital point in grading is that all flowers in a bunch must be similar. There are many ways in which they may differ, but the most frustrating for a buyer is to find a short or bent-stemmed flower tucked into the centre of a bunch.
Quality properties to be considered are:
It is best to keep colours separate, both in bunches and in containers, when very large consignments are involved, or a limited colour range exists. Buyers are often looking for a specific colour and less damage may result if such bunches can readily be taken out of the container. However, with the bulk of flowers now being auctioned in buckets, assorted colours within the one bucket can give the best returns to growers, especially for crops like chrysanthemum, lily, alstroemeria, spray and standard carnations and roses.
Flowers are normally bunched in tens, but some crops may be sold by the stem (e.g. sunflowers) or bud (e.g. orchids). If different numbers are to be used in bunches, the auctioneer must be told, so that the buyers can be informed. It is also preferable to use personalised wraps around bunches so that buyers get to know your product.
Also keep different grades in separate containers. Often shorts are put on top of longer stemmed and better grade flowers to utilise container space but they spoil the overall impression of the consignment. Auctioning is also speeded up when a container holds one grade only.
All containers should be marked with the grade and quantity they contain, and the quantity per container should be kept constant from day to day. Damage to flowers in transit is most likely to occur when the container is not firmly packed.
Vase life of flowers is improved if field or greenhouse heat is removed as quickly as possible after harvesting (see Cut Flowers and Foliage - Cooling Requirements and Temperature Management ). Humidity should also be controlled, and 40-80% relative humidity is recommended. If humidity is too high, spotting will occur, and if too low, desiccation can result.
A temperature of 4-5°C is suitable for conditioning most flowers, but growers should check Table 1 in the document referred to above (Cut Flowers and Foliage - Cooling Requirements and Temperature Management) for optimal holding temperatures for some of the common flower crops grown in New Zealand if storage is to be longer than overnight. Flowers held for several hours or overnight in a coolstore at this temperature are in a better condition for marketing than warm freshly picked flowers. Specialist flower growers should check on the optimum temperature requirement for their crop. Orchids, for example, must not be held in temperatures lower than 7°C, and their optimum is 12.8°C.
To facilitate water uptake by the stems, water should be warmer than the store in which the flowers are to be held. Best uptake occurs when water is at blood temperature (37.5°C). At this temperature the airlock which may have formed at the base of the stem tends to break up. Growers should never place flowers directly into cold water.
Prolonged cool storage reduces the vase life of flowers. Florists and customers want fresh flowers. Harvesting every day, cooling for a few hours or overnight and marketing the flowers the following morning will give the buyer fresh flowers daily.
Keep flowers cool in transit to and from the market and at retailers, and utilise buckets containing fresh water as often as possible. If possible advise customers of flower care by including information leaflets in each consignment.
Flower preservative solutions normally contain carbohydrate, usually in the form of sucrose, plus a bactericide, fungicide, and a wetting agent. These latter chemicals prevent organisms developing in the water and blocking the cut stems, and improve water uptake.
The carbohydrate sustains flowers placed in such solutions, but it also tends to speed up their development. This can be an advantage when flowers are cut in a tight stage (e.g. roses) as it will allow them to open in the solution.
Flower solutions also assist in keeping the foliage of cut flowers in good condition. Such solutions may be used between harvesting and packing, at the florists shop, in the customer’s vase, or in stem tubes during export.
There are various formulations for making flower solutions, and ready-made concentrates are available for adding to water. The most commonly used preservative solutions in NZ are the Chrysal and Rogard products.
Ethylene gas can be produced by fruit and vegetables when they are stored. It is detrimental to cut flowers, and carnations and delphiniums, in particular, are very susceptible. Consequently, ensure that no other produce (especially strawberries, tomatoes and apples) is kept in the flower room or coolstore.
Domestic gas (coal gas) is also damaging to flowers. If problems arise with their keeping quality on a property where gas is installed, the gas pipes and valves should be checked by a specialist for potential leaks.
The slimy sap exuded from cut stems of narcissus flowers (daffodils) is detrimental to other flowers. No other flowers should be placed into water which has been or is being used for narcissus.
Every grower should visit the flower markets regularly to be familiar with demand and the standards prevailing. This is essential so that the growers know how their products compare with those of other growers.
Market staff can advise on presentation, packaging, grading and other details which could improve returns. They also have knowledge of demands and trends, so if your returns are poor, talk to your marketers.
The auctioneer is the grower’s agent in selling the flowers, but both should be working together so the highest return can be obtained.
New or intending growers should visit the flower auctions on Monday or Thursday mornings (Turners and Growers) or Monday, Wednesday and Friday mornings (United Flower Auction) from 6:30 a.m. to see the system of selling, range of flowers offered, and presentation.
These companies buy from growers and sell to retailers, including supermarket chains, at a fixed price per bunch.
Flowers and foliage products are being exported in increasing quantity from New Zealand, with returns of over $50 million p.a. over the past few years. It is imperative that only quality produce is received by overseas markets. Grading and presentation must be consistent.
All exports must be inspected by MAF and issued with an International Phytosanitary Certificate. Flowers require special treatment when being exported to Australia. Major demand is for high value light-weight flowers and foliage with a long vase life (e.g. orchids, sandersonia, calla lily). Anyone interested in exporting flowers should consult a MAF field officer regarding export requirements.
This HortFact has been prepared for full-time growers but there are large numbers of enthusiasts growing smaller amounts of flowers on a part-time basis. The industry was established by such growers and they are still important.
For people who want to grow flowers for enjoyment and to sell as a side-line through the markets, it is advisable to specialise in unusual lines. For example, small quantities of unusual foliage and other lines are needed by florists for posy bowls and other floral work, but are offered less and less by commercial growers. A discussion with flower marketers prior to planting can be useful.
Make sure the colour range chosen is one which will be in demand. Consult the markets and florists.
Only rarely can technical information replace local experience in growing a chosen crop. Reference books and bulletins on the culture of major crops have standard recommendations which must be adapted to local conditions.
Contact a local Agriculture New Zealand Agriculture New Zealand floriculture adviser for details on information sources and advice on cultural details.
A new united flower growers’ organisation, as yet unnamed (tentatively NZ Flower Federation Inc.), is presently being formed, with the existing organisation Flower Industry of New Zealand (FINZ) carrying out interim duties. As well, local grower associations exist around New Zealand and growers are encouraged to join them.
Prepared for HortNET - May 1998