Cultivators such as harvesting of Orchid and Anthurium flowers, sale of ... started
absorbing cut flowers like Orchids and Anthuriums to a significant extent is.
-
CHAPTER VII MARKETING OF ORCHIDS AND ANTHURIUMS This chapter analyses the marketing of Orchids and Anthuriums produced in Kerala. Sect~on- I deals with the present trends in floriculture trade, of the marketing of Orchids and Anthuriums by the marketing channels, ar~alys~s Cultivators such as harvesting of Orchid and Anthurium flowers, sale of plants and flowers, destination-wise and form-wise sale of plants and flowers, factors influencing the price of plants and flowers, seasonal variations in the demand for plants and flowers, net income trom cultivation, storage, transportation, etc. Section - I1 analyses the world trade and consumption of floriculture and the trends in floriculture exports from India.
SECTION - I PRESENT TRENDS IN FLORICULTURE TRADE The share of lndia in the international floriculture trade is almost miniscule, i.e., India's share constitutes only 0.4 per cent of the total value of the global trade in floriculture. However, the cut flower industry has registered a phenomenal growth from a mere 14.91 crore in 1992-93 to 80 crore by the end of 1998-99. And now the Indian flowers are shopped to the world's largest flower auction centres at Aalsmeer, which handles about 18 million cut flowers and 2 million potted plants per day to generate the Netherlands guilders of U.S. Dollar
1,657 millions per annum.
lndian exports of Floriculture produce had gained a momentum during recent years. India's flor~cultureexport basket comprises fresh cut flowers like roses, Carnations. Orchids, Anthuriums, Bulbs, Planting Materials and other live plants besides a significant contribution from dry flowers. The USA is the largest importer of lndian floricultural produce and dry flowers, followed by Netherlands, Germany, Japan, U.K.. Italy, France, Australia and Singapore. lndian floriculture industry has gone through two distinct phases. The first phase starting from 1991-1997 was a learning phase where a high rate of dependency, on imported technology, medium, auction marketing and buy back systems, was visible. The second phase starts from 1997 to date is characterised by remoulding the adopted technology to suit to the lndian needs, venturing into direct marketing, popularisation of scientific methods of cultivation and marketing techniques, good export growth, value realisations, synchronization of product and marketing strategies and aggressive efforts to capture a high market share in the international market. The global floriculture trade has been expanding on an average rate of 15 per cent per annum, whereas in India the annual growth rate is estimated to fluctuate around 7 to 8 per cent. The domestic market, which was predominated by the traditional flowers like, marigold, chrysanthemum, roses, jasmine, etc., has started absorbing cut flowers like Orchids and Anthuriums to a significant extent is a positive indication of the gaining popularity of these flowers over the traditional flowers in the country. Now the metropolitan localities like Delhi, Mumbai and Calcutta consume more than a lakh flowers per day, of which the contribution of
Orchids and Anthuriums as an item of internal decoration, flower arrangements and bouquet making is significantly high. A considerable share of the Orchid and Anthurium flowers consumed in these metropolitan cities are brought either directly from Kerala, or through the major auction centre at Bangalore. Indian floriculture industry is poised to adopt innovation in packing of cut flowers by adopting 'aqua packs' and refrigerated containers, for enhancing the vase life of cut flowers. Hitherto these innovative methods of packing was not popular in the country due to the increased need of cargo space in vertical standing posit~onand the lack of logistic support as is adopted widely in agriexporting countries like Israel, Netherlands, etc. Though India has a high potential to grow a wide array of cut flowers, especially Orchids and Anthuriums, nearly 90 per cent of the established units are concentrating on roses due to its high demand and returns compared to other traditional flowers. Conditions prevailing in the coastal belt, especially in the State of Kerala, congenial for the cultivation of the non traditional money spinning cut flowers like Orchids and Anthuriums. These plants have the potential for fetching very high rate of returns to the cultivators when compared to the traditional flowers, except the high cost of planting materials due to the inadequacy of biotechnology labs capable of mass multiplying these plantlets on a commercial basis through the
in vitro propagation techniques. The Government of lndia is providing various financial assistance a r ~ dincentives to the companies involved in the sphere of biotechnology. Several companies have emerged in lndia by taking advantage of the high priority accorded by the Government of lndia for the popularisation of
high-tech agriculture. Companies like 'De Orchids and Anthuriums' in Mumbai, 'Eden Flora' in Bangalore, 'Vogel's India' in Mangalore, 'Natural Synergies' in Chennai, 'AVT' Cochln, 'Ajlnthya BIO-Tech' Thalssery, 'Bio-plant' Palakkad, 'Beena Nursery' Thiruvananthapuram, 'Kairaly Orchids' in Cochin, 'Hafi Orchids' in Cochin, 'Nath Seeds' in Aurangabad, 'Indo-American Hybrid Seeds Corporation', lndo American Hybrid Seeds Corporat~on'in Bangalore, etc., are some of the leading companies involved in the mass multiplication, hardening and marketing of .Anthurium plants and Orchids.
MARKETING CHANNELS OF ORCHIDS AND ANTHURIUMS In Kerala marketing of Orchids and Anthuriums are carried out more or less in a similar way. Many of the wholesalers, commission agents, retail traders and cut flower societies, etc., are involved in the marketing of both these categories of cut flowers, depending upon the availability and demand of flowers. The marketing net work of cut flowers like Orchids and Anthuriums in Kerala comprises wholesalers, cut flower societies, retailers and commission agents in the State and also the wholesalers, retail florists, beauty parlours, interior decorators in the terminal markets outside the State. A diagrammatical representation of the marketing channels ot cut flowers in Kerala is exhibited in Fig. - XI.
Fig. X1 MARKETING CHANNEL OF ORCHID AND ANTHUMUM FLOWERS
l=------ l--1
WHOL
AL
!S
TRANSPORTATION
RETAIL FLORISTS
I I
At present there are 18 wholesalers, 7 cut flower societies, 245 retailers and 56 commiss~onagents in Kerala. Details regarding the intermediaries involved in the marketing of cut flowers are given in Table NO. 7.1
ate go^!
Table No. 7.1 Details regarding the Intermediaries involved in the Cut Flower Trade in Kerala No. .-C-
CWholesalers---l
-
Cut flower societies 3. Retailers 4 Commission ABents Total . ~Source: Field Survey. 2
-~
~
--_
326
The Field Investigation reveals that there are 9 bio-technology units in the Private sector, 1 Agricultural University and 2 Research Centres for catering to the needs of the cultivators of cut flowers in Kerala. Details regarding the number of biotechnology labs in the public and private sector in Kerala are depicted in Table No. 7.2 and Table No. 7.3 respectively Table No. 7 2 Details of Bio-technology Labs in Kerala
-q IrNo. )
L
-Types of Institutions --
Numbers
. p
Sector Institutions Sector Institutions Total Source: Field Survey.
3 9 12
Table No. 7.3 Table showing the names of major institutions in Kerala, which have involved in the mass multiplication and marketing - of Orchids and Anthuriums. ..~ -r.S I( Government and 1 le Institutions
1 1
Spices Board . Tropical Botanical Garden and Resea" Institute, Palode. Agricultural University, ~ellayani,
2
1
3
/
1
Ajinthya Bio-tech Thalassery
1 Hafi Orchids Cochin
- W
Social Institute titute of Bio~-
C
--
Beena Nursery,
-p---..
-p--...
Source: Field Survev.
ANALYSIS OF THE MARKETING OF ORCHIDS BY THE CULTIVATORS Harvesting of Orchids Harvesting and handling of Orchids are different when compared to many of our trad~tionalfloriculture crops. Orchids are grown with a view to get , packing and transportation of returns for many years. Hence h a ~ e s t i n g grading, these flowers and plants require care from the part of growers. Sometimes, virus and fungus will spread when these flowers are cut, if it is not done in a scientific way. The persons involved in harvesting of flowers from individual plants have to change the blades to go bn to the next plant. These blades can be sterilised and reused. Other cutting tools and kn~vesshould also be put in disinfectants between the cuttings of flowers from each plant. A solution of Trisodium phosphate or a
1 1
saturated lime solution having a PH value (having a PH value of 12) is ideal for disinfecting the blades, knives and other cutting tools. The harvesting of Orchid flowers is done in different ways. The flowers of Orchids like ~Gattleyaand Cymbidium are harvested 3 to 4 days after opening of flower buds. While the stems of Dendrobium variety of Orchids are cut when all the florets are almost open. Flowers, which are cut before this period, will wilt quickly. Immediately after harvesting, the flower spikes should be put in vials or in plastic buckets contaming water and fitted with plastic covers to protect them from direct sunlight.
Floral Preservation The floral preservation is done immediately after the harvesting of flowers for prolonging the vase life of flowers. The type of floral preservatives and the quantity required for the preservation differs in the case of Orchid and Anthurium flowers. In case of Cymbidium variety of Orchids prepared by adding 1 per cent sucrose with 200 mg. of 8 HQC / litre of water, while in the case of Dendrobium variety 4 per cent sucrose is added with 300 mg. of Silver Nitrate (Ag No3) per litre of water or 4 per cent of sucrose along with 225 mg. of 8 HQC per litre of water is taken to prepare the preservative solution.
Harvesting and Marketing Harvesting periods of Orchid flowers also vary to a considerable extent, depending upon the variety of plants used.
Details regarding the peak
harvesting periods of Orchid flowers are exhibited in Table No. 7.4
Table No. 7.4 Details Regarding Harvesting Periods of Orchid flowers( Peak Period) ~arveztin~ Total Percentage Per~ods .. 1 March - Ma 12 29 2 M a y - Auguit 8 19 3 Bctober - December 2 1 9 . . p 4 July - October 4 10 5 M a p June -. . 1 2 6 J a m .-- March 6 14 7 Tune - September Source Field Total Survey. 42 2 100 5
E
---
Harvesting periods of Orchid flowers differ from variety to variety. Since most of the Orchid cultivators grow several varieties of commercial importance and add many new exotic varieties to their plant stock at periodic intervals to meet the changing tastes and preferences of the consumers, a specific harvesting period generally applicable to Orchid flowers is very difficult to obtain. However, the Field Survey carried out among the Orchid cultivators reveals that in the case of 29 per c:erit of the cultivators, March
-
May is the peak period of
harvesting of flowers. 21 per cent of the cultivators have reported that October December is the peak period of their harvesting of flowers, while 19 per cent of them have reported it as May - August. January - March and July - October have been reported as the peak harvesting periods by 14 per cent and 10 per cent of the cultivators respectively. Range-wise details regarding average monthly sale of Orchid flowers in the peak period is given in Table No. 7.5.
Table No. 7.5 Range-wise Details Regarding Average of Orchid Flowers [Peak Period] Low - Medium High Total Percentage W-
3 4 4 3
A . -.-
+-
----
..
14
--
1 2
2 5 .2 5 .5 12 10 -3 6 -4 10 -- 4 10 -3 6 5 5 12 4~4 10 5 5 12 100 14 42 -
Source: Field Survey.
36 per cent (i.e., 5 out of 14) of the small-scale cultivators (lowcategory) have an average monthly sale ranging from 300-400 flowers and in the case of 29 per cent (i.e., 4 out of 14) of the medium-scale cultivators have an average monthly sale ranging from 1,000 -1,500 and 1,500 -2,000 flowers each (Table No. 7.5). In the case of large-scale cultivators 36 per cent (i.e., 5 out of 14) of them have an average monthly sale of flowers ranging from 4,000-5,000 and
6,000 and above each during peak periods (Table No. 7.5). The table also indicates that the cultivators who sell flowers ranging from 300 - 400, 4,000 -
5,000 and 6,000 & above come to 12 per cent each. It is also observed that those who sell flowers ranglng from 400
-
500, 1,000 - 1,500, 1,500 - 2,000, and 5,000
- 6,000 represent 10 per cent each during the peak period. Those who sell flowers ranging from 500
-
1,000 and 2,000
-
4,000 constitute 6 per cent each. The
cultivators who sell flowers ranging from l00 - 200 and 200
- 300
represent 5
per cent each and those who sell less 100 flowers constitute only 2 per cent of the total. Range-w~sedetails regarding average monthly sale of Orchid flowers in the lean period is given in Table No. 7.6 Table No. 7.6 Range-wise Details Regarding Average [Lean Period] High Total Percentage . .
4
-
-
L-
!-
..
1 3 2 4 4
---
~ p -
L
Total . 14 . l Source: Field Survey .
--..
-..
-2 4 5 2 1 14 --
p
14
.-
4 6 4 1 3 2 4 -6 4 5 2 1 42
10 14 10 2 8 4 10 14 10 12 4 2 100
Table No. 7.6 reveals that of the number of Orchid cultivators who sell 100 to 200 and 15,OO -- 2,000 flowers per month represent 14 per cent each , while
those who effect an average sale ranging from 4,000 - 5,000 flowers constitute 12 per cent of the total. The number of cultivators who sell he flowers between 2,000 --
4,000, 1,000 - 1,500, 200 - 300 and less than 100 represent 10 per cent each. 8
per cent of the cultivators sell between 400 - 500 flowers during the lean period. The table also reveals that the number of cultivators who market their flowers between 500 -- 1,000 and 5,000 - 6,000 comes 4 per cent each. Only 2 per cent of the cultivators market above 6,000 flowers during the lean period. Majority (43 per
cent, i.e., 6 out of 14) of the small-scale (low-category) cultivators are observed to have an average monthly sale of l00 to 200 flowers. The medium-scale cultivators who sell flowers between 1,000 - 1,500 and 1,500 - 2,000 constitute 29 per cent (i.e., 4 out of 14) each. 36 per cent (i.e., 5 out of 14) of large-scale (high-category) cultivators have monthly sale ranging from 4,000 to 5,000 flowers during the lean period. Range-wise details regarding average monthly sale of Orchid plants in the peak period 1s given in Table No. 7.7.
36 per cent (i.e., 5 out of 14) of the small-scale cultivators (low-
category) have an average monthly sale ranging from 100-150 plants and in the case of 50 per cent (i.e.. 7 out of 14) of the medium-scale cultivators and 57 per cent (i.e., 8 out of 14) of the large-scale cultivators, the average monthly sale during peak periods come to 500 to 1,000 plants and 1,500 to 2,000 plants respectively
(Table No. i7.7). The Table also shows that 19 per cent of the total
numbers of cultivators have an average sale of 1,500 to 2,000 plants per month.
16 per cent of the total numbers of cultivators surveyed are reported to have an average sale of plants ranging from 500 - 1,000 per month during the peak period, while 12 per cent of the cultivators are reported to have a monthly sale ranging from 100 - 150 plants. The table also reveals that those who sell less than l00 and between 400
-
500 plants during peak period represent 10 per cent each. Those
who sell plants ranging 150 - 200, 300 - 400,1,000 - 1,500, and above 2,000 represent 7 per cent each and 5 per cent of the cultivators sell between 200 - 300 plants during peak period Range-wise details regarding average monthly sale of Orchid plants in the lean period is given in Table No. 7.8
Table No. 7:8 reveals that during the lean period, 24 per cent of the total number of Orchicl cultivators sell 100 - 150 plants per month, on an average, while those who effect an average sale ranging from 400 to 500 plants constitute
20 per cent each of the total. The table also reveals that 12 per cent of the cultivators sell 500 -1000. Those who sell less than 100 and between 1,000 and 1,500 plants constitute! 10 per cent each. The cultivators who sell plants ranging from 300 - 400 and 1,500 - 2,000 represents 7 per cent each. It is also observed that the cultivators who sell between 200 and 300 and above 2,000 plants Gome 4 per cent each. Only 2 per cent of the cultivators are reported to
have a sales
ranging from 150 - 200 plants per month during the lean period. 71 per cent (i.e., 10 out of 14) of the small-scale (low-category) cultivators are observed to have an average monthly sale of 100 - 150 plants. 57 per cent (i.e., 8 out of 14) of the medium-scale cultivators and 36 per cent (i.e., 5 out of 14) of the large-scale (highcategory) cultivators have a monthly sale ranging from 400 - 500 plants and 500
-
1,000 plants respectively. Area
-
wise details ot marketing of Flowers by the Orchid cultivators
are given in Table No. 7.9
r
Table No. 7.9 Details Regarding Marketing of Orchid Flowers
y
(
-
7
Place of Market
?j
I
I
/
Low Medium High Total Percentage 14 --
-. --
--
-14
I
I
Source: Field Survey Majority (45 per cent) of the Orchid cultivators sell their flowers in the near by areas. Those who market their flowers out of the state account for 24 per cent of the total. Cultivators who market their produce within the district and those
who sell the same within the State represent 21 per cent and 10 per cent respectively. None of the respondents are involved in exporting their flowers or plants to foreign countries. Details regarding the marketing of plants by the Orchid cultivators are presented in Table No. 7.10 Table No. 7.10
--
--
.
76 per cent of the total number of Orchid cultivators sell their plants in
the near by areas, while 19 per cent of them market their plants within the district. Only 5 per cent of the cultivators sell their plants outside the district but within the state. None of the cultivators surveyed are involved in the sale of plants outside the state or export the same to foreign countries.
Cultivators of Orchid plants sell their produce in different value added torms. The main forms of market~ngtheir produce are analysed and ranked in the order of their priority by means ol scoring technique. The results of the analysis are given in Table No. 7.1 1 and a diagrammatical representation of the same is given in Fig. XII. Table No. 7.1 1 Ranking of Preferences of Orchid cultivators in the case of in d~fferentvalue-added forms Sale of Produces SI. Different forms of Aggregate Ranks No. value added items Weighted Score 36 1 144 30 2 122
Source: Field Survey Ranking ot the items marketed by the Orchid growers in the order of their preferences reveals that cut flowers assume the first rank (36 per cent), followed by plants (30 per cent) and in other forms (10 per cent) such as mother plants, kiekies, dried flowers, flower arrangements, etc.
Fig. - XI1 VARIOUS FORMS OF VALUE-ADDED ITEMS MARKETED BY ORCHID CULTIVATORS
I
CUT FLOWERS
PLANTS
BOUQUETS
oOTHERS
1
Table No. 7.12 represents the ranking of various agencies to whom the produces are marketed by the cultivators. Ranking of the preferences by Orchid cultivators in marketing the~rproduces are also seen in Fig. XIII. Table No. 7.12 Ranking of preferences of Orchid cultivators in the case of sale of
3 4
Sale through agents Cut flower society Direct sale to agents in nthnr States
131 121
17 15
3 4
98
12
5
Ranking of the preferences of the Orchid cultivators towards various agencies in marketing their produces indicates that direct sale to consumers within the state assume the first rank (25 per cent), followed by flower marts, hotels and other institutions (24 per cent), sale through agents (17 per cent), cut flower societies (15 per cent), direct sale to agents in other states (12 per cent) and direct sale to consumers in other states (7 per cent).
Fig.- Xlll METHODS OF MARKETING OF ORCHID FLOWERS
- -~
Direct Sales to Consumers within the State - 1 Sales to Flower martsMotelslOther Institutions B Sales through Agents 1Sales to Cut flower Society Direct sale to Agents in other states I Direct sale to Consumers in other states
,
Details regarding the regularity of Sales of the Orchid cultivators are presented in Table No 7.13 Table No. 7.1 3 Details regarding . the Cult~vatorswho make Sale of Orchids Low Medium High Total Percentage
Category -
-
--
-
--
Cultivators who
13
14
37
88
4
1
--
5
12
14
14
14
42
100
basis
v-
Total Source: Field Survey.
L .-p-.--_--.-
.
88 per cent of the Orchid cultivators are able to sell their produce on
a regular basis, while 1%per cent of them are not in a position to effect sales on a regular basis (Table No. 7.13). It IS also observed that among the cultivators, those who find it difficult to sell their produce on a regular basis are the small-scale
Details regarding the frequency of sale of flowers by the Orchid cultivators are given in Table No. 7.14 Table No. 7.14 Details Reaarding the frequency of sale of Orchid Flowers - 1~
Low Medium High Total Percentage l - - - p p
2 ,-~~
7 +.-~~ +--
-
~ ~ p p A
Source: Field'survey.
1 4 14
4 6 3 1 .14
9 3 2
--~
14
15 16 6 5 42
36 38
14 12 100
37 out of the 42 Orchid cultivators surveyed are involved in regular supply of flowers. This comes to about 88 per cent of the total cultivators covered under the study. Among the cultivators surveyed, majority (38 per cent) of them is selling the flowers on a fortnightly basis and 36 per cent of the cultivators market their products on a weekly basis. It is observed that 14 per cent of the cultivators are in the practice of selling their flowers on monthly basis. Only 12 per cent of the growers are occasionally selling the flowers. Table No. 7.15 presents the details regarding the frequency of sale of plants by the Orchid cultivators
Table No. 7.15 of sale of Orchid Plants Medium High Total Percentage -.
--
--
--
2 4 8 14
2 5 8 15 22 4 14 42
--
p
I
3
..
&-
b4
p -
Total .~~ Source: Field Survey.
L. . . p
12 36 52 100
'Table No. 7.15 reveals that 52 per cent of the cultivators are able to sell their plants occasionally. 36 per cent of them are making sales on monthly basis. Only 12 per cent of the cultivators who regularly sell their plants are doing the same on fortnightl,~basis. Classification of Orchid cultivators on the basis of price fixers of Orchid plants is glven in Table No. 7.1 6
Table No. 7.16 C;lassification of Orchid cultivators on the basis of Price Fixers of Orchid Plants Fixers of Price
-Total Source: Field Survey.
~~
~~ -p-p--
~
In majority (81 per cent) of the cases, it is observed that Orchid cultivators are the ultimate fixers of prices of their plants because in the case of plants, consumers directly approach them for their needs. In case of plants, the risk of unsold stock of plants
IS
also insignificant. These enable the cultivators in
directing the price of the plants. In 14 per cent of the cases consumers happened to be the fixers of prices of plants, while in 5 per cent of the cases middlemen or brokers determine the prices of Orchid plants. Table No. 7 17 presents details of Orchid cultivators on the basis of the persons who fix the prices of Orchid flowers Table No. 7.1 7 Classification of Orchid cultivators on the basis of Price Fixers of Flowers Price Fixers ~
,
6 ! Others
F--'---Total 1- . ... -__ P
Source: Field Survey.
--
--
In majority (57 per cent) of the cases traders play a dominant role in the fixation of prices of Orchid flowers. Other price fixers of Orchid flowers are cultivators themselves, which account for 31 per cent, followed by middlemenlbrokers and cut flower societies, which constitute 7 per cent and 5 per cent respectively. Consumers have an insignificant role in the fixation of prices of Orchid flowers. The price obtained by Orchid cultivators for their produces like Plants and Flowers depends on several tactors. The major factors determining the price of the Plants they market are analysed and prioritised by means of scaling technique. The results of the analysis are presented in Table No. 7.18 Table No. 7.18 Ranking of the Factors affecting the Price of Plants marketed Aggregate Weighted Score 128 68 57 55 308
Ranks 42 22 19 17 100
1 2 3 4
Survey, Source: ~ i e l d Hank~ngof the factors determining the price of plants marketed by the Orchid cultivators in their order of preferences, indicates that the imported varieties assume the first rank due to the exotic nature and high demand for flowers (42 per cent) when compared to other factors. The Extent of growth of plants assumes the second rank (22 per cent) due to the short duration for flowering, followed by indigenous varieties (19 per cent) due to its low susceptibility to diseases. Other factors (17 per cent) such as easy availability of the plants,
reputation of the seller, price of the plants, demand for flowers, etc., assume the lowest rank in order of their preference Price fetched for flowers by the cultivators also depends on various factors. Important factors determining the price of flowers as prioritised by the cultivators are analysed by means of scoring technique and the results of the analysis are presented in Table No. 7.19 and a diagrammatical representation of the same 1s shown in Fig. - XIV. Table No. 7.19 Ranking of the Factors affecting the Price of Flowers marketed the orchid culltivators m o a c t o r s e c t i n q the I A! - Jgregate Percentage Ranks r h t n r l Cenro
l
l
1
Source: Field Survey. Major factors ~nfluencingthe price of flowers marketed by the Orchid cultivators, ranked in their order of preferences, reveal that the Number of flowers per spike assume the f~rstrank (26 per cent), followed by the Colour of flowers (23 per cent). Length of sp~ke(20 per cent), Shelf life (15 per cent), Extent
of blooming of flower buds (11 per cent) and other factors (5 per cent) like changes in tastes and prefererlces of consumers, seasonal nature of the market, frequency of ceremonial occasions and Government sponsored programmes, etc.
Fig.- XIV FACTORS D,ETERMlNlNG THE PRICE OF ORCHID FLOWERS
L
Number of Flowers
4 Colur of Flowers
Length of Spikes
Shelf Life
Extent of Blooming of Flower Buds
Others
l
0
Table No. 7.20 presents the extent of seasonal variations affected by Orchid cultivators in marketing the~rproduce Table No. 7.20 Classification of Orchid Growers on the basis of Seasonal Variations Low Medium High Total Percentage Cultivators who arep affected by seasonal - .. variations
,variations -.--p-Total source: Field Survey.
. .
4
10
14
33
14
10
4
28
77
14
14
14
42
100
~
From Table No. 7.20, it is evident that majority (77 per cent) of the Orchid growers are not affected by the seasonal variations in marketing their produce, while those who are affected by seasonal variations constitute 33 per cent of the total. Small scale and the medium scale cultivators are least affected by the seasonal variatioris in marketing their produce because a majority of these categories of cultivators are cor~tlnuingthe marketing of their produces to local flower market. interior decorators, beauty parlours, persons and firms involved in flower arrangements and bouquet making within the State only. Hence they do not face any marketing problems due to the seasonal variations. But in the case of large-scale cultivators, the market destinations are situated outside the State where there is a wide fluctuation in the demand for flowers due to the seasonal variations consequent upon the upsurge in demand for the flowers during the festival and ceremonial occasions.
Classification of Orchid cultivators on the basis of demand for their flowers during the peak period is given in Table No. 7.21. Table No. 7.21 Classification of Orchid cultivators on the basis of Demand .Peak Period for Flowers during
~--A
--
---
14
14
-
Total p . -Source: Field Survey,
~-
--
--
--
2 14
2
42
5 100
A
Majority (57 per cent) of Orchid cultivators are marketing their flowers during the months ot February and March. 29 per cent of the growers sell the flowers during April and May and 9 per cent of the growers sell flowers during December and January. Only 5 per cent of the cultivators sell the flowers during September and December. Classification of Orchid cultivators on the basis of demand for their plants during the peak period is given in Table No. 7.22 Table No. 7.22 Classification of Orchid cultivators on the basis of Demand for Plants durin Peak Period -
E~?P~~O~S 1~~ ~
-
December --Januav
1
I 1 I
JWPedium
--
High Total Percentage
---
--
--
--
--
----
--
23 11
68 32
34
100
---
~p
5
9
3 ---p--.
source: Filed Survey.
8
12
9 5 14
I
It is observed that 68 per cent of Orchid cultivators market their plants during the months of June to August and 32 per cent of them sell the flowers during September and December Table No. 7.23 exhibits the details regarding the Technical assistance given by the Orchid cultivators to new growers of Orchid plants. Table No. 7.23 Classification of Orchid cultivators on the basis of Technical Assistances p
~
-
-
Medium
High
Total
Percentage
9
14
30
71
7
5
--
12
29
14
14
14
42
100
Low ...
p . .
~
Cultivators who give Technical Assistance to New Cultivators
. -
-. .. -
-
~p
~p
Source: Field Survey. 71 per cent of the respondents have opined that they provide technical ass~stanceto new growers of Orch~dplants, while those who do not give any sort of technical assistance to the new entrants in this field constitute 29 per cent of the total Details regarding the Type of Technical assistance given by the Orchid cultivators to new cultivators are shown in Table No. 7.24. Table No. 7.24 Details regarding the Types of Technical Assistance Orchid Cultivators to New Cultivators Given by-SI. Technical Help Low Medium High Total No. 1 Supply of Plants 2 9 14 3 2 Guidarlce for Cultivation 4 9 2 3 - 3 ~ o z a l of e thzr Produce 2 7 2 3 ----4 Others ----.-.---pp p . Total 7 14 30 9 Source: Field Survey. ~
~
~
~
p
p ~
All the large-scale (high) cultivators Surveyed provide technical assistance in several ways such as Guidance of cultivation, selection and supply of plants having high market potential and assistance for the sale of their plants and flowers. The large-scale cultivators give guidance as to the source of availability of planting materials to new cultivators besides the dissemination of information on the Orch~d cultivation. Some of the small-scale (low)
and medium-scale
cultivators have also been observed as rendering services as mentioned earlier as evident from Table No. '7.24. A range- wise classif~cationof the Orchid growers on the basis of the monthly Net Income is depicted in Table No. 7.25 Table No. 7.25 Classification of Orchid cultivators on the basis of
Source: Field Survey. From Table No. 7.25, it is discernible that 21 per cent of Orchid cultivators earn an average monthly net income of less than Rs.500, while those who get a monthly net income ranging from Rs.5000-Rs.10, 000 constitute 20 per cent of the total. The Orchid cultivators whose monthly net income ranging from
Us. 15,000- Rs. 30,000 account for 15 per cent and those whose monthly net i ~ c o m eranges from Rs.2,000 to Rs. 5,000 and Rs. 30,000 to Us. 60,000 constitute
9 per cent each. Only 2 per cent of Orchid cultivators earn a monthly net income exceeding Rs 90,000. It is also observed during the investigation that there is a wide variation with regard to the monthly net income among various categories of cultivators depending upon the methods of cultivation they adopt. The variation in the monthly net incomes of the large-scale cultivators is very high when compared to medium and small-scale cultivators. Grading of Orchid Flowers As in the case of other floricultural items there are no standardised grades fixed for Orchid flowers. Prices of Orchid flowers are generally determined in the market on the basis of the size and variety of flowers. Primarily the grower makes the procurement of flower and in certain cases procurement and grading is done in the local market. The process of procurement and grading often vary from state to state arid also from countly to country. In general grading is done mainly on the basis of the length of the flower spikes, number, size and colour of flowers on the spike. A rninimum number of 8 flowers per spike are required for selling the produce in the national or internat~onalmarket. In some cases the traders also give due weightage to the number of lateral bracts for the inflorescence at the time of orocurement of flowers.
Packing o f Orchid Flowers Packing of Orchids and Anthuriums is also different. Various methods of packing are adopted in the case of Orchid flowers. The method of packing depends upon the variety of flowers. Cymbidium flowers, for instance, are often packed as 100 flowers in a box, while Cattaleya flowers ate packed in standard tlorist boxes. Tubes are usually taped to the bottom of the box and shredded wax paper is pasted around the flowers to protect the sepals and petals in transit. Hawaiian Dendrobium variety of Orchid flowers are packed as 14 dozen sprays per box having a standard size of 75
X
25
X
17.5 cms. The sprays actually have to be
compressed in order to put the lid on the boxes. When the flower box is opened in the terminal market, the sprays due to the special type of packing, spring back to their uncompressed state. Storage of Orchid Flowers Since most of the Orchid flowers have long lives on the plants, up to
3 or 4 weeks, cultivators often leave them on the plants until they are needed. When the flowers are cut, they can be stored wet at 7 weeks. Temperatures lower than the 7
O
C to 10 O C up to two
C lead to browning and necrosis of
flowers. If the flowers are not at their peak time of maturity then the storage time will be less
ANALYSIS OF THE MARKETING OF ANTHURIUMS BY THE CULTIVATORS Harvesting of Anthurium flowers Harvesting periods of Anthurium flowers also vary to a considerable extent, depending upon the variety of plants used as in the case of Orchids. In case of Anthuriums the flower stems are harvested when three fourth of the flowers on the spadix are almost fully developed and the flower stem is sufficiently hardened. The flower stems need to be placed immediately in vials or in plastic buckets containing water as in the case of Orchid flowers.
Floral Preservation In case of Anthurium flowers, an initial floral treatment is carried out by dipping the flower spikes in 170 rng. of Silver Nitrate per litre of water for 10 minutes at the room temperature or the flowers are dipped in a preservative solution prepared by adding 1 per cent sucrose with Sodium Hypo chloride (73 PPM). A solution made of 1 per cent sucrose together with Benzoic acid (500 PPM) is also found to have reported as equally well as the floral preservative mentioned above by the cultivators and traders of Anthurium flowers. These solutions enable to extend the vase lives of flowers to a considerable extent. Details regarding the peak harvesting periods of Anthurium flowers are exhibited in Table No. 7.26
'Table No. 7.26 Details Regarding Harvesting Periods of
1
1
Februay- April September- May k-TUGI L _Source: Field Survey. 4 5
100
_ p -
Harvesting periods of Anthurium flowers differ from variety to variety. Since most of the Anthurium cultivators grow several varieties of commercial importance and add many new exotic varieties to their plant stock at periodic intervals to meet the changing tastes and preferences of the consumers, a specific harvesting period generally applicable to Anthurium flowers is very difficult to obtain. However, the Field Survey carried out among the Anthurium cultivators reveals that in the case of 40 per cent of the cultivators, November to April is the peak per~odof harvesting of flowers. 29 per cent of the cultivators have reported that July to February is the peak period of their harvesting of flowers, while 17 per cent of them have reported it as June to September.
February to April and
September to May are reported as the peak harvesting periods by 9 per cent and 5 per cent ot the cultivators respectively. The production of Anthurium flowers will also be sluggish during certain periods and it also differs from variety to variety. Information elicited from the Anthurium cultivators 'regarding their lean harvesting periods is presented in Table No. 7.2'7
Table No. 7.27 Details Regarding Harvesting Periods of Anthuriurn flowers ( Lean Period) r
1
I
6
L-
~
7
-
7 -- --
Total-- -Source: Field Survey. -
--
1
1
l
l
Harvesting Per~ods Total Percentage
,
42
1
1
100
Analysis of the lean harvesting period of Anthurium cultivators indicates that February to July is the lean period of harvesting of flowers in the case of 33 per cent of the cultivators. 21 per cent of the cultivators have opined that June to September is the lean period of their harvesting of flowers, while 19 per cent of them have reported it as August to November. May to July is reported by 17 per cent of the cultivators as their lean period of harvesting. March to August and November to January are reported by 5 per cent each of the cultivators. There is also a wide variation in the monthly average sale of Anthurium flowers during the peak and lean periods. It ranges from a minimum level of 300 flowers per month in ihe case of small-scale (low-category) cultivators to as high as 10,000 flowers and above in the case of a large-scale (high-category) cultivators. flange-wise details regarding average monthly sale of Anthurium flowers in the peak period is given in Table No. 7.28.
57 per cent (i.e., 8 out of 14) of the small-scale Anthurium cultivators (low-category) have an average monthly sale ranging from 400-500 flowers and in the case of 36 per cent (:i.e.,5 out of 14) of the medium-scale cultivators and 29 per cent (i.e., 4 out of 14) of the large-scale cultivators, the average monthly sale during peak periods come to 4,000 to 5,000 flowers and more than10,OOO flowers respectively
(Table No. 7.28). The Table also indicates that 19 per cent of the
total numbers of cultivators have an average sale of 400 to 500 flowers per month. 11 per cent of the total number of cultivators s ~ ~ e y e are d reported to have an average sale ot flowers ranging from 4,000 to 5,000 flowers per month during the peak period, while 10 per cent each of the cultivators are reported have a monthly sale ranging from 500 tol,000 flowers, 2,000 to 4,000 flowers, and 10,000 flowers and above respectively.
Range-wise details regarding average monthly sale of Anthurium flowers in the lean period is given in Table No. 7.29. Table No. 7.29 Range-wise Details regarding Average Monthly
~
Source: Field Survey. 'Table No. 7.29 reveals that 22 per cent of the total number of Anthurium cultivators sell 400 to 500 flowers per month, on an average , while those who effect an average sale ranging from 2,000 to 4,000 flowers and 5,000 to 6,000 flowers per month constitute 17 per cent and 14 per cent respectively. Majority (57 per cent) of the small-scale (low-category) cultivators are observed to have an average monthly sale of 400 to 500 flowers. 36 per cent of the medium scale cultivators and 43 per cent of large-scale (high-category) cultivators have monthly sale ranging from 1,500 to 2,000 flowers and 5.000 to 6,000 flowers respectively. Range-wise details regarding average monthly sale of Anthurium plants in the peak period is given in Table No. 7.30
-
Table No. 7.30 Range-wise Details regarding Average Monthly Sale of Anthurium Plants :Peak Period] Ranges
j Low Medium High Total Percentage --2 1 ,.. 1---1 2 1 -. -.. 2 5 2 --4 10 4 -1 6 7 16 .~ -12 5 5 . -. -19 8 8 .P-. -1 2 1
_ 1 -
~P -.,
..
--
+-
--
-
-
~+ -
14 Total -. Source: Field Survey.
-
-
~
14
4 3 4 2 14
4 3 4 2 42
10 7 10 5 100
43 per cent (i.e., 6 out of 14) of the small-scale cultivators (lowcategory) have an average monthly sale ranging from 400-500 plants and in the case of 57 per cent (i.e., 8 out of 14) of the medium-scale cultivators and 29 per cent (i.e., 4 out of 14) of the large-scale cultivators, the average monthly sale during peak periods come to 1.000 to 1,500 plants and 4,000 to 5,000 plants respectively (Table No. -7.30). The Table also indicates that 16 per cent of the total numbers of cultivators have an average sale of 400 to 500 plants per month. 19 per cent of the total number of cultivators surveyed are reported to have an average sale of plants ranging from 1,000 to 1,500 plants per month during the peak period, while 10 per cent each of the cultivators are reported to have a monthly sale ranging from 300 to 400 plants, 2,000 to 3,000 plants and 4,000 to 5,000 plants respectively
Range-wise details regarding average monthly sale of Anthurium plants in the lean period is given in Table No. 7.31. Table No. 7.31 Range-wise details regarding Average Monthly
Source: Field Survey. Table No 7.31 reveals that during the lean period, 16 per cent of the total number of Anthuriuni cultivators sell 400 to 500 plants per month, on an average , while those who effect an average sale ranging from 300 to 400 plants and 500 to 1,000 plants per month constitute 14 per cent each of the total. 36 per cent (i.e., 5 out ot 14) each of the small-scale (low-category) cultivators are observed to have an average monthly sale of 50 to 100 plants and 150 to 200 plants during the lean period. 43 per cent (i.e., 6 out of 14) of the medium scale cultivators and 36 per cent (i.e., 5 out of 14) of the large-scale (high-category) cultivators have a monthly sale ranging from 300 to 400 plants and 500 to 1,000 plants respectively. Area wise details ot marketing of Flowers by the Anthurium cultivators are given in Table No. 7.32
Table No. 7.32 Details Regarding Marketing of Anthurium Flowers p -
Place of Market
Total Percentage p
Near by Areas 2 Within the District 3 Within the State 4 Out of the State Countries 5 n ~.oi al ---pp-. Source: Field Survey. ~~~~~~. . p ~~
p -
~~
16 7 8 11 --
42
38 17 19 26 -W
100
Majority (38 per cent) of the Anthurium cultivators sell their flowers in the near by areas. Those who market their flowers out of the State account for 26 per cent of the total. Cultivators who market their produce within the State and those who sell the same within the district represent 19 per cent and 17 per cent respectively [)etails regarding the marketing of plants by the Anthurium cultivators are presented in Table No. 7.33 Table No. 7.33 Details Regarding Marketing of Anthurium Plants Place of Market
Total Percentage 22 6
52 24 15 9
--
42
100
Source: Field Survey. 52 per cent of the total number of cultivators sell their plants in the near by areas, while 24 per cent of them market their plants within the District. Only 15 per cent of the cultivators sell their plants outside the district but within the
State. The cultivators surveyed are involved in the sale of plants outside the State are come to 9 per cenl. Cultivators of Anthurium plants, sell their produce in different value added forms. The main forms of marketing their produce are analysed and ranked in the order of their priority by means of scoring technique. The results of the analysts are given in Table No. 7.34 and a diagrammatical representation of the same is represented in Fig. - XV. Table No. 7.34 Ranking of Preferences of Anthurium cultivators in the case ot Sale of Produces in different value-added forms
l Others p
4
Grand Total Source: Field survey.
42 41 1
10 100
4
Hank~ngof the items marketed by the Anthurium growers in the order of their preferences reveals that cut flowers assume the f~rstrank (38 per cent), followed by plants (30 per cent), bouquet (22 per cent) and in other forms (10 per cent) such as mother plants, for flower arrangements, etc.
-
Fig. XV VARIOUS FORMS OF VALUE-ADDED ITEMS MARKETED BY ANTHURIUM CULTIVATORS
CUT FLOWERS -. ANTS-. BOUQUET-,
OTHERS I
Table No. ;'.35 presents the ranking of various agencies to whom the produces are marketed by the cultivators. The preferences by Anthurium cultivators in Ranking of marketing their produces to whom are presented in Fig. XVI. Table No. '7.35 Ranking of references of Anthurium cultivators in the case of sale of f~owkrs
Source: Field Survey. Hank~ngof the preferences by the Anthurium cultivators towards various agencies in marketing their produces indicate that direct sale to consumers within the state assume the first rank (26 per cent), followed by sales through flower marts, hotels and other inst~tutions(21 per cent). Cut flower societies (18 per cent), sale through agents (17 per cent), direct sale to agents in other state (1 1 per cent) and direct sale to consumers in other states (7 per cent) are the other modes of sale of Anthuriunl flowers as reported by the respondents in their order of preference.
-
Fig. XVI METHODS OF MARKETING OF ANTHURIUM FLOWERS
-
-
-
-
1Direct Sales to Consumers within the State
L_-
Sale to Flower mart / Hotels / Other Institution D Sale to Cut Flower Societies Sale through Agents 1Direct sale to Agents in other States 1Direct sale to Consumers in other States
---l
Details regarding the regularity of Sales by the Anthurium cultivators are presented in Table No. 7.36
car
Table No. 7.36 Details reaardina the Anthurium Cultivators who makes Sale at Gsis
p No.
-
Category
I:
High Total Percentage
..--
Cultivators who make g Il,31 sales on a r x u l a r basis Cultivators who do not make - sales on re ular basis -Total 14 14 ~Source: Field Survey.
~
1
4
~
. .
14
42
100
~
90 per cent of the Anthurium cultivators are able to sell their produce on a regular basis, while 10 per cent of the cultivators are not in a position to effect sales on a regular basis (Table No. 7.36). It is also observed that among the cultivators, those who find it difficult to sell their produce on a regular basis are the small-scale cultivators. Details regarding the frequency of sale of flowers by the Anthuriurn cultivators are given in Table No. 7.37 Table No. 7.37
.-p--p--.
p p
p p -
5
. p
11
17 ..
--~
Total Source: Field Survey.
L
14
3 14
-14
4 42
40 21 29 10 100
.38 out of the 42 Anthurium cultivators surveyed are involved in regular supply of flowers. T h ~ scomes about 90 per cent of the total cultivators
1
~
1
covered under the study. Among these cultivators, majority (40 per cent) of them are selling the same on a weekly bas~swhile those who are marketing the same on a monthly and on a fortnightly basis constitute 29 per cent and 21 per cent respectively. Only 10 per cent of the growers are selling the flowers on an occasional basis Table No. 7.38 presents the details regarding the frequency of sale of plants by the Anthuriuni cultivators Table No. 7.38 Medium High Total Percentage
--
L-
Total Source: Field Survey.
-
1-.-p2
~
14
2 3 1 8 -
14
2 2 10
--
14
4 6 13 19 42
10 14 31 45 100
~
Table No. 7.38 reveals that 45 per cent of the cultivators are able to sell the plants only on an occasional basis. 31 per cent of them are making sales on monthly basis, while 14 per cent of the cultivators who regularly sell their plants are doing the same on fortnightly basis. Cultivators who market their plants on weekly basis come to only 10 per cent of the total. Classification of Anthurium cultivators based on the prices of Anthurium plants IS giver) in Table No. 7.39
Table No. 7.39 Classification of Anthurium cultivators on the basis of Price Fixers of Plants Fixers of Price ~
p .
Total Source: Field Survey.
-
~~
~
In the case of price fixation, it is observed that Anthurium cultivators themselves are the ultimate fixers of prices of their plants because in the case of plants, consumers directly approach the cultivators for their needs. In case of plants, the risk of unsold stock of plants is also insignificant. These enable the cultivators in deciding the price of the plants.. Table No. '7.40 presents details of Anthurium cultivators on the basis of the persons who fix the prices of Anthurium flowers Table No. 7.40 Classification of Anthurium cultivators on the basis of Price Fixers of Flowers
' L Price Fixers
I
.
--
L-
IL-~-.
:
L-.-
1
I-
2 3 4 5
Total Percentage
-
-
-
'Traders .. Cut flower Societies Consumers Middlemen / Brokers ~
!~--t6)thers--' C L .
Total -Source: Field Survey.
-42
m-
100
~
In major~ty(57 per cent) of the cases traders play a decisive role in the fixation of prices of Anthurium flowers. Other price fixers of Anthurium flowers are cultivators themselves, which also account for 29 per cent, followed by cut
flower societies and middlemen / brokers which constitute 7 per cent and 5 per cent respectively. Consumers are found to have an insignificant role in the fixation of prices of Anthurium flowers. It represents only 2 per cent of the total. 'The price obtained by Anthurium cultivators for their produce like Plants and Flowers depends on several factors. The major factors determining the price of the Plants they market are analysed and prioritised by means of scaling technique. The results of the analysis are presented in Table No. 7.41
1 ~
Table No. 7.41 Ranking ot the Factors affecting the Price of Plants marketed bv the Anthurium cultivators Factors affect~ngthe We~ghted Percentage Ranks rlce of Anthurlurn Plants Scores 1 l 1 Extent of 190 32 - growth ~ -$ Z J lndi enous varieties Others Grand Total !Source: Field Survey
a
r
i
e
t
i
e
s
4
42 596
100
Hank~ngof the factors determining the price of plants marketed by the Anthur~umcultivators, in their order of preferences, indicates that the Extent of growth of plants (32 per cent) assuming the first rank, followed by Size of plants including the size of pot (25 per cent), Imported varieties (23 per cent), Indigenous varieties (13 per cent) arid other tactors (7 per cent) such as easy availability of the plants, reputation of the seller, price of the plants, demand for flowers from the plant sold, low susceptibility of plants to diseases etc. Price fetched for tlowers by the Anthurium cultivators depends on various factors. Important factors determining the price of flowers as prioritised by the cultivators are analysed by means of the scoring technique and the results of
~
l
the analys~sare presented in Table No. 7.42 and a diagrammatical representation of the same is represented in Fig. - XVII. Table No. 7.42 Ranking of the Factors affecting the Price of Flowers marketed by the Anthurium cultivators
Source: Field Survey. Major factors influencing the price of flowers marketed by the Anthurium cultivators, ranked in their order of preferences, reveal that the Width of Spathe assume the f~rstrank (24 per cent), followed by the Stalk length (20 per cent), Angular difference between Spathe and Spadix (14 per cent), Brightness / Colour of Spathe (13 per cent), Shelf life (13 per cent), Wrinkles of Spathe (12 per cent) and other factors 1:4 per cent) like changes in tastes and preferences of consumers, seasonal nature of the market, frequency of ceremonial occasions and Government sponsored programmes.
p
-
-
Fig. XVII FACTORS INFLUENCING THE PRICE OF ANTHURIUM FLOWERS
~p
Width of Spathe Stalk length OAngular difference between Spathe and Spadix q Brightness I Colour of Spathe H Shelf Life Wrin kles of Spathe Others
-
-
-
Table No. 7.43 presents the extent of seasonal variations affected by Anthurium cultivators in marketing their produce. Table No. 7.43 Classification of Anthurium cultivators on the basis of - Seasonal Variations in marketing their Produce
Anthurium cultivators who are affected by seasonal variations ; Anthurium cultivators who are not affected - by seasonal variations Total Source: Field Survey.
1
~
42
100
From Table No. 7.43, it is evident that majority (81 per cent) of the Anthurium growers are not affected by the seasonal variations in marketing their products, while those who are affected by seasonal variations constitute 19 per cent of the total. Small-scale and the medium-scale cultivators are least affected by the seasonal variations in marketing their produce because a majority of these categories of cultivators are continuing the marketing of their produces to local flower marts, interior decorators, beauty parlours, persons and firms involved in flower arrangements and bouquet making within the State only. Hence they do not face any marketing problems due to the seasonal variations. But in the case of large-scale cultivators, the market destinations are situated outside the State where there is a wide tluctuation in the demand for flowers due to the seasonal variations consequent upon the upsurge in demand for the flowers during the festive and ceremonial occasions. Classification of Anthurium cultivators on the basis of demand for flowers in the peak period are given in Table No. 7.44.
I
I
Table No. 7.44 Classification of Anthurium cultivators on the basis of Demand for Flowers of Anthurium in Peak Period. --
m,
31. hln
I
l
/
Periods --
December -January .-
l 4 l .June - August
I
I
I
I
1 Low I Medium I High I Total I Percentage I I
2 8 4
1 7 6
l 7 4
--
--
--
p
4 22 14
--
10 52 33
--
I
Majority (52 per cent) of cultivators are marketing their flowers during the months of February and March. 33 per cent of the growers sell the flowers during April and May and 10 per cent of the growers sell flowers during December and January. Only 5 per cent of the cultivators sell the plants during September and December. Classification of Anthurium cultivators on the basis of demand for plants in the peak per~odare given in Table No. 7.45. Tat Cla
It is observed that out of 35 cultivators, 66 per cent of them market their plants during the months of June to August and 34 per cent of the growers sell their plants during September and December.
Table No. 7.46 exhibits the details regarding the Technical assistance given by the Anthurium cultivators to new growers of Anthurium plants
Table No. 7.46 Classification of Anthurium Cultivators on the basis of Technical Assistance - Cultivators to New Low Medium High Total Percentage
Category - .- - . .-p
. p
Cultivators who give Technical 7 to New Cultivators Cultivators who donot give ~echnical to New Cultivators 14 ~otal -. ~ource%eld Survey.
8
13
28
67
6
1
14
33
14
14
42
100
67 per cent of the respondents have opined that they provide technical assistance to new growers of Anthurium plants. While those who do not give any sort of technical assistance to the new entrants in this field constitutes 33 per cent of the total Details regarding the Type of Technical assistance given by the Anthurium cultivators to new cultivators are shown in Table No. 7.47 Table No. 7.47 Details regarding the Types of Technical Assistance Given by Anthurium Cultivators to New Cultivators
. p -
Source: Field Survey. All the large (High) scale Anthurium cultivators suweyed, provide technical assistance in several ways such as Guidance for cultivation, selection and supply of plants having high market potential and assistance for the sale of
their plants and flowers. Guidance regarding the source of availability of planting materials, dissemination of information pertinent to the Anthurium cultivation, etc. Some of the small-scale (low) and medium-scale cultivators have also been observed as rendering services as mentioned earlier as evident from Table No.
A range-wise classification of the Anthurium growers on the basis of the monthly Net income is depicted in Table No. 7.48 'Table No. 7.48 Classification of Anthurium cultivators on the basis of Average Monthly Net Income from Anthurium Cultivation
-.
Income (in Rupees) Total Percentage
TotalSource: Field Survey
13 10 5 6 2 4 2 42
31 23 12 -
14 5 10 5 100
Table No: 7.48 reveals that majority (31 per cent) of the Anthurium cultivators earn an average monthly net income of less than Rs.5000, while those who get a monthly net revenue ranging from Rs.5000 to Rs.10,000 and Rs.,15,000 to Rs. 20,000 account for 23 per cent and 14 per cent respectively. Those whose monthly net income ranges between Rs. 10,000 and Rs. 15,000 represent 12 per cent of the total, while 10 per cent of the cultivators earn a monthly net income of Rs. 40,000 to 80,000. 5 per cent of the total number of cultivators gets a monthly net income ranging from Rs. 20,000 to Rs. 40,000. Only 5 per cent of the
Anthurium cultivators surveyed get a monthly net income exceeding Rs 80,000. The Field Investigation also reveals that the income of the large-scale cultivators is very high when compared to medium and small-scale cultivators. Grading of Anthurium Flowers
Grading of Orchid and Anthurium flowers is also different from one another. In the case of Anthurium flowers the grading is done mainly on the basis of the size of the spathe. The recommended minimum spathe size of a graded variety of Anthurium flower should 8 to 9 centimeters with a stem length of 30 centimeters. The colour and wrinkles of the spathe and the shape of spathe are
also the determining factors in the fixation of prices of flowers. In Europe, grading and sizing of Anthurium are according to stem length and size of flower. In Hawaii, the flowers are graded by size, on the basis of the average of length and width of flowers. The procuring agencies also grade the flowers on the basis of the length of the spathe and also by considering the length as well as width of spathe. On the basis of the length of spathe Anthurium flowers are graded into 7 categories, while on the basis of the length as well as width of spathe these flowers are again classified into 7 grades. The Anthurium flowers fetch a unit value ranging from Rs. 5 to Rs. 15 and in except~onalcases these flowers fetch a price as high as Rs. 40 as in the case of extra super large grade. Table No. 7.49 and 7.50 depicts the European and American grades and standards of Anthurium flowers.
Table No. 7.49
Source: ACE AIC
arke et Briefs: Anthurium, 2002, p. 9.
Table No. 7.50 Grades and Standards for Anthurium flowers Size Grade Names (Avg. of Length &Width in Inches) Extra large over 6 Large 5-6 -Medium 4-5 -Small 3-4 Miniature 2-3 Peewee Under 2 Corsage Under 2 Source: ACE AIC arks Briefs: Anthurium, 2002, p. 9. Packing of Anthurium Flowers The packing of Anthurium flowers also needs care because the damage caused to the spathe or spadix will result in lowering of the unit value realisation in the market. The cut end of Anthurium flowers is usually covered with the stalk by means of rubber bands. Each flower is then packed in individual poly bag of the required size. 'A piece of brown paper is also inserted into the poly bags
at the time of packing for providing necessary humidity in the bag. Pieces of tissue papers are inserted between the spathe and spadix to protect the spathe from
getting damaged due to the jerking of spadix when the flowers are packed. Flowers are arranged in opposite direct~onsand paper pieces are put in between the flowers to keep them in tact and to provide aeration to flowers. Water is also sprinkled in these papers for keeping the freshness of flowers. Lining of cartons with high-density polythene sheet and moist paper insulation are also done for maintaining proper humidity in cartons and to prevent injuries caused to flowers during handling and transportation. In India packing of flowers is done in hardbound boxes. Packing of flowers is done in corrugated boxes I cartons of varying sizes, depending upon the requirement of the importer. The standard size of boxes for packing Anthurium flowers is 21.6
X
50.8
X
91.4 cm. or 27.9
X
43.2
X
101.6 cm. These cartons are then placed in master boxes, if they are intended to be suited to the international auction market. The master boxes normally will have a size of 99.5
X
63.5
X
24 cm with an area of 152 cm3. These specifications are
important when the flowers are despatched to the terminal markets abroad. Storage of Anthurium Flowers
Storage of Orchid and Anthurium flowers is more or less similar. Flowers of Anthuriums are very sensitive to low temperature. Anthuriurn flowers can be stored wet at 13 I' C for a period of 2 to 4 weeks. The storage of flowers below 13
O
C: may cause darkening of spathes. The red coloured cultivars are
observed to be more susceptible to chilling injury.
Transportation Orchid and Anthurium flowers are highly prone to damage during handling. Hence the flowers should be well protected during packing and transit. The flower stems and spikes should be held tightly in the boxes to avoid damages caused due to jerk movements during transit. The stem or spike ends are usually wrapped in wet cotton with a view to prevent the flowers from desiccation due to water loss during transit.
-
SECTION II WORLD CONSUMPTION AND TRADE IN FLORICULTURE This section makes an analysis of the trends in world consumption and trade of floriculture in general and Orchids and Anthurium flowers in particular. The world consumption of floriculture products is estimated to be worth $ 4 0 billion of which cut flowers contribute nearly 60 per cent and the rest being live and potted plants. The U.S., Japan and Western Europe are the major markets as far as the flowers are concerned. Their consumption alone is expected to reach $ 38 billion by A.D. 2002. There has also been an increase in the per capita consumption of floricultural products in the developed and developing countries.
A.
World Market for Cut Orchids 1J.S.A. has a well-developed market for cut flowers like Orchids and
Anthuriums. 'The U.S. domestic production and marketing of Orchids is widespread, and local Orchids (mostly Cattleyas) can be found in all the major wholesale flower markets of the country. U.S. imports of fresh-cut Orchids have increased by 51.2 per cent in volume and 21.8 per cent in value since 1990, from
1
15.3 million stems (US$5.85 million) to 23.2 million stems (US$7.13 million)
.
Almost all of this increase is accounted for by a rise in imports of Dendrobium Orchids, from 9.1 million stems (US$3.3 million) in 1990 to 16.8 million stems (US$4.4 million) in 1994. Imports of non-dendrobium Orchids have remained relatively unchanged in the U.S. since 1990 at around 6.3 million stems per year, with the exception of 1991, when imports dropped to 4.2 million stems. Thailand, the world's largest producer of Dendrobium Orchids, is the biggest supplier to the United States and accounted for 97.0 per cent of total imports of Orchids of the country in 1994. U.S. imports of Dendrobium Orchids from Thailand have nearly doubled, from 8.6 million stems in 1990 to 16.4 million stems in 1994. Singapore was the second-largest supplier in 1994, with a supply of 2,89,000 stems, followed by Jamaica (44,611 stems), New Zealand (37,142 stems), and Costa Rica (23,660 stems). An analysis of monthly imports for the past few years shows that Thai product arrives in the U.S. in large volume during the period February-June. During these five months, imports from Thailand exceed 1.5 million stems per month. For the rest of the year, imports generally range between 7,00,000 and 1.0 million stems per month.
European Markets for Orchids
lmports of fresh-cut Orchids by the top five European Union (EU) importing countries, VIZ., Italy, Germany, Netherlands, France, and the United Kingdom together came'to 137.6 million stems in 1993. Although this represents an increase from 1988 levels of 37.1 per cent, imports declined by 7.4 per cent
2
from 1992 to 1993 . The total import value, however, was 6.8 per cent higher than in 1992 and 22.6 per cent higher than in 1988. The drop in volume and rise in value was mainly due to the fact that Italian importers had brought in substantially more high-value product from the Netherlands in 1993 than in previous years, and had reduced the imports of cheaper Thai product. Although European imports of Thai product has decreased, the Imports of higher-priced Singaporean product has increased, and showing that there is bright prospects in the European market for quality product.
Italy is the largest importer of Orchids in Europe, with an import to the tune of 75.3 rnillion stems in 1993. This represents 2 million stems more than in the previous year, but this increase is meager when compared with an increase in imports to the tune of the 13 million stems between 1989 and 1990 and with the 44 million-stem increases between 1988 and 1989. Germany is the second-largest European importer of Orchids, bringing in 29.7 million stems in 1993. Compared with 1992 figures, imports for the year 1993 showed a downswing of roughly 33 per cent in both volume and value terms. Imports of Orchids from the Netherlands had recorded the largest drop, falling from 31.8 m~llionstems in 1992 to 16.6 millions stems in 1993. Despite this decrease, the Netherlands has been remaining as the largest supplier to the German market, followed by Thailand (11.7 million stems) and Singapore (9,96,000 stems). The Netherlands imported 17.5 millions stems of the product in 1993; about 3 million stems less than the previous year, and 8.5 million stems less than
in 1988. Thailand had supplied 81.4 per cent of Dutch Orchid imports in 1993. The imports of Thai product by Netherlands were at their lowest point during the past few years. Imports from Singapore, by contrast, had increased from 1.3 million stems in 1992 to 1.9 million stems in 1993, demonstrating that there is room in the market for quality suppliers. French imports of 8.1 million stems in 1993 were the highest since 1989 (8.2 million), but still lower than 1988 levels of 9.5 million. However, in 1993 the total ~mportvalue had reached ECU6.6 million, which was one of the highest during the past few years. In 1993 France imported 82.6 per cent of the volume of its Orchids from the Netherlands, reversing a three-year-old French trend of importing more Orchids from outside the European Union than from within. Imports of Orchids by U K had decreased by 10 per cent between 1992 and 1993, from 7.7 million stems to 7.0 million stems. However, the total import value had increased from ECU2.4 million to ECU2.7 million. Since 1988, however, import volume has risen by 23.1 per cent, whereas import value has dropped by 24.4 per cenl.. Thailand is the largest supplier to the UK market since 1993, which on an average accounts for 70.7 per cent of total imports, followed by the Netherlands with 24 per cent of the total imports.
Asian Markets for Orchid Thailand is the world's largest exporter of tropical Orchids, mostly of the Dendrobium variety.-The industry was founded on the "Pompadour" Orchid, which was extremely successful when introduced on a wide scale in the mid1970s. In the early 1980's, Thailand developed new export varieties to meet
consumer preferences and divers~fyits product line, which was suffering from overproductior~and low prices. Dendrobium Orchids have become synonymous with Thailand in the world market due to the country's capability to perform advanced research, including tissue culture propagation and good climate, which permits year-round production, inexpensive labour and efficient post harvest handling and transport. Now Thailand exports Orchids to more than 50 countries, Japan being the major market. Singapore is attempting to make inroads in to the Orchid industry and seems to be succeeding, at least in Europe. Singapore has increased its stake in the European Union import market for the last several years. Singapore also exports large volumes of Orchids to Japan, although exact figures are not available. ,Japan produces several varieties of Orchids but the volume of its production is not sufficient enough to cater to the large domestic demand. Japan is estimated to be the world's largest importer of Orchids, and approximately 600 hectares of land in Thailand, Singapore, Malaysia, and Indonesia are devoted to produce Orchids solely for export to Japan. Japan had imported 5.0 million kilograms of cut Orchids from Thailand in 1993 (US$17.3 million) an increase of 7,00,000 kilograms when compared to the previous year.
3
Taiwan had imported 5,82,000 kilograms of fresh-cut Orchids from Thailand in 1993. Hong Kong had imported 1.1 million kilograms of Thai product
and South Korea had imported 1, 94,000 kilograms of fresh-cut Thai Orchids in 1993.
B.
World Market for Anthuriums Anthurium andreanum is a heart-shaped bract with a vase life of 14
to 28 days. A member of the Araceae family, which also includes philodendron, monstera, and calla lily, Anthurium is a slow-growing perennial that requires shady, humid conditions such as those found in tropical rainforests. Although Anthurium is sold both as a potted plant and as a cut flower, this bulletin focuses on the cut flower trade, which is much larger than the potted plant trade. The traded value of Anthurium is second only to that of spray tropical Orchids among the tropical flowers, and the world import market size for Anthurium is estimated to exceed 5 US$20 million annually.
Scientists in the Netherlands and Hawaii have hybridized Anthurium, originally found in the northern Andes Mountains of South America. Hundreds of varieties now grow well in greenhouses, at sea level and up to 1,200 meters in height. Anthuriums are bred for colour, shelf life, and disease resistance.
US Market for Anthuriums The U.S, production of Anthurium is based on the island of Hawaii where the area devoted to Anthurium production in 1994 was 10.8 million sq.ft., most of which was und& artificial, as proposed to natural shade. In the last 10 years, the Hawaiian Anthurium industry has undergone a massive downsizing as a result of Anthurium blight disease and is only now beginning to recover. Since
1990, the number of Anthuriurn farms with sales of more than U.S.$ 10,000 has shrunk from 78 to 61 and the area under production has declined by 12 per cent.
6
The U.S. market for Anthurium had been dominated by Hawaii, which had supplied 4.7 million stems in 1994. Although this represented a drop-off of 21 per cent from the previous year, imports from other countries did not make up the difference. The United States imported 1.5 million stems of Anthurium in 1994, slightly less than the previous year. Trinidad is the leading supplier to the United States, followed by the Domintcan Republic and Jamaica. Mauritius is the only other country that supplies more than 50,000 stems per year, and smaller amounts of product have been received from Colombia, Costa Rica, Ecuador, New Zealand, and Thailand. European Market for Anthurium The European market, especially for high-quality product, is dominated by the Netherlands. However, Mauritius supplies to most of the European countries lower-priced Anthurium and it also exports these products to France. According to European importers, demand for Anthurium is almost stable, neither increasing nor decreasing appreciably. For potential Asian suppliers, ltaly and southern Europe represent more attractive markets than northern Europe because in Italy and southem Europe there is more willingness to buy lower-priced products. Colour preferences for Anthurium vary throughout Europe. ltaly has a marked preference for orange. The rest of the European consumers have an
affinity towards red, scarlet, and a whole array of pastels from coral pink to creamy white.
Asian Market tor Anthurium During 1993 the imports of Japan was to the tune of more than 9.5 million Anthurium stems. Since then, imports of this country have been showing a steadily increasing trend. Hawaii exported 4.5 million stems of Anthurium to Japan in 1994, which was almost twice the volume of these flowers exported four years 7
earlier. Mauritius is now the top supplier of Anthuriums to Japan and other countries such as Philippines have also got an increased market share in this country. Mauritius ~ncreasedits quantity of Anthurium shipped to Japan from 48 tons to 136 tons between 1989 and 1993, with a value increasing from V91 million to V274 million. It is estimated that Mauritius now supplies about 5 million stems per year. A small amount of production of good quality Anthurium also enters from Malaysia to Japan. According to Japanese importers, there is a need for Hawaiian types, including obakis such as "Mickey Mouse" and standard varieties such as "Ozaki" , "Midori" and "Pastels" (other than white or yellow), which do not do well in Mauritius because of the climate. There is also an increasing market demand for Dutch-type large Anthurium (obakis as well as pastels).
According to wholesale market statistics, red is the most popular colour for Anthurium imported into Japan, followed by pink and white. Opportunities for exports to Hong Kong of all tropical flowers are expected to rise from the year 2002 as the many planned hotels in that country are expected to complete their construction works. Moreover, the commissioning of the new airport in Hong Kong will also provide opportunities for brisk trade in Anthuriums, Orchids and other cut flowers in this country. Opportunities exist mainly for best quality cut flowers. Consistent, year-round delivery in small quantities is important as far this country is concerned. Currently in Hong Kong, Anthurium (small and extra-large obakis) is available from Mauritius, Hawaii, and the Philippines. Singaporean growers produce Anthurium in Malaysia and export it to other Asian and Middle Eastern countries. There are five big flower trading wholesale houses in Singapore with a turnover of US$1 million to US$2 million per year. They sell Anthurium flowers to the 1,000 retailers in Singapore, but also export both temperate and tropical flowers to Japan, Hong Kong, Taiwan, Dubai, etc. They Import from Malaysia, Colombia, Netherlands, Australia, New Zealand, Ecuador and other countries
EXPORTS OF CUT FLOWERS FROM INDIA World Trade Floriculture is an important and upcoming trade with potential both in domestic as well as export markets. The world over, the flowers have gained an important place in one's life, be it for religious purposes or personal decoration. The global floriculture ~ndustryw~than investment of about US$ 40 billion is growing at an annual rate of 10 to 12 per cent. The USA, Japan and Western Europe are the major markets for the flowers. Besides, Eastern Europe, South Korea, Thailand and lndones~aare also coming up as large consuming countries. In the producing countries Netherlands alone enjoys 56 per cent followed by Columbia, which constitutes 11 per cent. Among the floriculture products major share is of "cut flowers". Total import or export trade of cut flowers in the world is estimated at US$ 4,100 million. Of the US$ 3,716.8 millions of imports, the share of Germany was the highest (30.3 per cent) followed by USA (16.8 per cent), UK (9.7 per cent), France (9.7 per cent) and Netherlands (8.4 per cent). These five countries together shared nearly 75 per cent imports. Netherlands had the maximum share of US $ 2,102.2 million (56.5 per cent) followed by Columbia (14.1 per cent), Israel (4.2 per cent) together constituting nearly 75 per cent of world markets export. In fact, the share of Netherlands in the total exports has come down from 64 per cent in 1991 to 56.5 per cent in 1995. This is due to increasing shares of exports from developing countries like Columbia, Kenya, Ecuador, Thailand, and Zimbabwe etc.
lndia has also appeared in the world cut flower trade with about 0.3 per cent share of exports. Floriculture Export from lndia It
IS
seen that cut flowers constitute the largest group sharing nearly
72 per cent of the value of floriculture exports from lndia. This is followed by a group of foliages, branches, mosses and plant parts (17.16 per cent), group of rooted cutt~ngs,slips and mushrooms spawns (9.92 per cent) and bulbs, tubers, tuberous roots, rhizomes, chicory, etc., (1.05 per cent). Thus the cut flowers
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fresh and dried dominate the floriculture exports from lndia. The country's floriculture exports have recorded an average annual growth of over 50 per cent during the past several years. Given the overall global growth in floriculture industry, these exports are likely to record further growth. According to Bangalore based Indian Institute of Horticulture Research (IIHR) (Division of Ornamental Crops), the global floriculture trade is expanding at the rate of 15 per cent per annum, whereas in lndia the annual growth rate is around 8 per cent. The global trade in cut flowers alone stands at around $8 billion. lndia now exports floriculture products to several countries of the world, of which Japan ranks the first followed by Germany, U.K., Spain, Belgium, Italy, Sreelanka, France, etc. The trends in the direction of export of floriculture products from lndia from 1998-99 to 2000-01 are exhibited in Table No. 7.51 and 7.52 respectively.
Table No. 7.51 Trends in the Direct~onof Export of Floriculture Products from India
The volume of Indian floriculture exports, which stood at 6,420 tons valued at Rs. 48.43 crore in 1999 - 2000 has increased to 9,375 tons valued at
8
Rs.56.43 crore. This represents an increase of 46.03 per cent in 2000-01 in terms of volume of export and 16.52 per cent in terms of the value of export of floriculture products, when compared to the previous year (Table No. 7.52). Consumption of cut flowers has risen by 11 per cent since 1985. The lndian floriculture industry has been attaining tremendous growth during recent years. Floriculture exports from lndia started in 1990. The red revolution came with the help of Dutch consultants, who seized the opportunity for selling the expertise, greenhouse technology and especially the planting materials, has been an impetus to the country. Later the Israelis came with ultra modern hi-tech technology in irrigation and fertigation systems and they claimed to run floriculture as an industry and not as conventional agriculture by promoting soil less culture in substrate growing, which was not really necessary in India. Big corporate houses for which investment in tloriculture as compared to steel and fabrics was very low have nurtured the mixed euphoria of growing flowers. This resulted in a spurt in floriculture units in lndia, so-much-so-that now there are more than 153 exportoriented units covering an area of more than 300 hectares. lndia has achieved the distinction of being the biggest supplier to Japan. lndian exports, which amounted to Rs 49.4 crore in 1998-99, were estimated at Rs. 56.43 crore during 2000-01 (Table No. 7.52). Investments worth more than Rs. 600 crore have already been made in this sector over the last six years. lndian exports have shown an increase of 14.75 per cent in the last three years and 16.5 per cent in the last year (i.e., 2000-01) as compared to the previous
year. From a modest seven hectares in 1991, the area under cultivation of floriculture products has increased to about 34,000 hectares in 1998. Indian floriculturists are now planning to put up a united front to compete in the international market. A consortium or a grower's co-operative is planned on the Agrexco model. This will not only help the growers but also highlights the potential of lndian floriculture. lndia has recently opened new markets for exports in the CIS countries, Australia (in summer), the Middle East, Russia and the Scandinavian countries. lndia is also making in roads into the US market. Flower exports from Bangalore alone have reached 1,000 tons. Showing an indication that the future of lndian floriculture industry is very bright. Developmenl of
infrastructure, adoption of
right technology,
diversification in different product-mix, new cold storage terminals at major airports like Delhi, Mumbai, Bangalore, Amritsar and Guvahati, coupled with proper understanding of financial institutions will certainly help lndia to capture the fast growing international market of Rs. 70,000 crore. lndian flower exporters expect a big boom to celebrate the new millennium throughout the world especially in Europe. India's floriculture exports are mainly to countries like Japan, Germany, U.K. and Spain. But the lndian floriculture exporters now face severe competition from countries like Ecuador, Kenya, Zimbabwe, Columbia and Thailand. The total area under floriculture cultivation in lndia comes around placed around 34,000 hectors of which over 300 hectares are exclusively under export activities carried on by some 153 export oriented units. More than Rs. 900 crore
has already been invested in India's floriculture activities. There are more than 153 floriculture export oriented units in India, located mostly in Pune, Bangalore, Nasik, Thiruvananthapuram and Cochin. Commissioning of the Cochin International Airport at Nedumbassery in Kerala has also given an impetus to the floriculture trade in Cochin. Even if there is a blooming prospect for export of cut flowers from India, the country lags behind in cold chain facilities for the storage of fresh flowers. Cold chains are important to move flowers from the production points to the wholesaler, to the airports, to the air craft and finally to the importing markets. During the transit, either by road or by aircraft, the temperatures should be maintained around the temperatures recommended for that variety or types of the flowers. Cold storage facilities, quick compliance of the formalities required for export of cut flowers, and fac~litiesfor safe despatch of cut flowers at the international airports are the basic needs for success in floriculture business. The metro cities like Mumbai, Delhi, Bangalore and Calcutta consume more than 1.5 lakh cut flowers per day. Mumbaikars require around 50,000 cut flowers daily. By 2005, this figure will be more than one lakh.
'The auction centre in Bangalore is claimed to be making fast progress. It has registered a sharp increase both in volume and values. Sales at the Bangalore auction centres have gone up to Rs. 78.29 lakh in 1998-99 from Rs. 19.63 lakh in the year 1997-98. It 1s expected to cross around Rs. 1.5 crore during 2001-02. Roses are the main cut flowers sold at this Flower Auction Centres (FAC)
in addition to other flowers like Orchids, Anthuriums, gerberas, carnations and gladioli. lnternet has also opened doors of e-trade in floriculture. Karuturi.com Ltd., Uosebazar.com, etc., gives vital details of the flora trade. Rosebazar.com is delivering flowers to the buyer's doorstep anywhere in the world within two hours of purchase. Lastly, in order to promote floriculture in India, the Chennai branch of Indian Overseas Bank (IOB) has launched the Agricultural Business Consultancy Services (ABC Services).
REFERENCES
1. S. Sanguthai, 'Marketing Orchids from South East Asia to Europe and America', Research and Extension Services, Tropical Agricultural and Human Resources, University of Hawaii, Cooperative Extension Services, Honolulu, Hawaii, December 1991,Issue. No. 124,pp. 35-39.
2. Regional Agri. Business Project (RAP), Market Information Bullattin. No. 1 1 , Development Alternatives, Inc., 7250 Wood Mont Avenue, Bethesda, U.S.A., 2002.p. 11. 3. ibid., p. 13. 4. ibid.
5. Regional Agri. Business Project (RAP), Market lnformation Bullattin: World Market for Anthurium, Development Alternatives, Inc., 7250 Wood Mont Avenue, Bethesda, U.S.A., 2002,p. l. 6. ibid., p. 3. 7. ibid., p. 6.
8. anon., E:xport of Agricultural and Processed Food Products from lndia
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1998-2000, A.P.E.D.A. (Agricultural and Processed food Export Development Authority), Government of lndia, pp. 1-3.
