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Orchids Production and Market in Europe

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

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Orchids Production and Market in Europe

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  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 HollandAverage cost: 3.86 Euros

  9. The change rates in the orchids markets from 2003 to 2007 in the Holland

  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

  12. The supply of Phalaenopsis in Naaldwijk auction market

  13. The typical variety: Anthura Gold Price) One spike Two spikes branch

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

  25. 35-40weeks 6-10 weeks 2" pot 2 inch pots 26 weeks 4 inch pots 6-10 weeks 3 inch pot 26 weeks 9-14 weeks 6-10 weeks 6-10 weeks 3 inch pots 5 inch pots 15-20weeks 20-26 weeks Total:40-42 weeks flasks spiking 2 inch：6cm 3 inch：9-10cm 4 inch：10.5-12cm 5 inch：15cm flowchart for the Phalaenopsis production in Europe

  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 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

  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 marketI. Sell products • 1. 2 inch size • 2. Plants with two spikes by • air freight

  38. Opportunity in Europe marketII. 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

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