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The Deutch Flower Cluster - Coggle Diagram
The Deutch Flower Cluster
Dominant player i the global flower trade since pioneering the industry in the 17th century.
1998 - Holland had the largest and suphisticated flower cluster int he world, in technology and international penetration.
Netherlands
16.4 million habitants, located on the North Sea, Bordered by Germany and Belgium.
Government, parliamentray system with a queen that seved ceremonial roles.
International trade with Europe
2008 - 21 st largest economy in the world.
Extensive logistical network, hard invesment in transportation systems.
Rotterdam - largest port in Europe.
15 universities with Utrecht adn leiden rnked among the top 100 in the world.
No barriers to trade and the Dutch were strong proponts of the Free Trade in international forums.
Services accounted for 73% of GDP - Transportation, distribution, logistics, business services, banking and insurance.
Manufacturing 24%
Metal working 32%
Petrochemicals 24%
Food processing 19%.
Cut flowers represented 27% of agricultural production in the Netherlands in 2008.
The Dutch United East-Indian Company (VOC in Dutch)
Floriculture - cut flowers
The principal traded flowers were roses, cantations and chrysanthemmums.
Ohter leading ones included,tulips. lilacs, gerberas, cymbidium, freesia, anthurium and hippeastrum.
The productive life of a flowering plant was estimated at around three years.
Harvesting, grading and pacakging were usually done by hand.
Temperature control extremely imporant
Travelled through a sophisticated and complex distribution syten involving auction houses, wholesalers, and then retail florists, boutiques,or supermatkests.
Germay was the largest importer of cut flowers in the world, followed by the UK.
The Dutch Flower Cluster
The Tulip cultivation came from Turkey and was first imported to the Netherlands
Commercial flower cultivation was first concentrated aourn Haarlem and gradually expanded southward towards Leiden and area that came to be know as the Bulb Region
1950´s - The Dutch cluster began developing linkages with other flower-growing countries around the world.
Dutch companies ivested in foreign prodcution. logistics and suppliers subsidiaries.
In February 2005, the program became the certification authority for all the Dutch auction houses, together with LTO, the Dutch Organization for Agricuture anf Horticulture.
In the spring, when bulb fields were coverved with flowers, the Dutch flower idustry attracted many foureing tourists
Dutch flowers, including re-exports accounted for 60% of global flower exports and 66% of flower exports into Europe in 2009
Over 90% of flower imports in Germany, France, Denmark, Finland, Hugary, Slovenia, and the Baltic states came from Netherlands.
Growers- 2007, there were 3,770 Dutch flower gworers who competed on variety product quality and price.
LTO - ran programs for improve management and markeging skills as well as to disseminate sustainale cultivation practices.
Suppliers - Twenty Dutch companies with estimated combined revenues of $350 million were psecialized builders of greenhouses (this technology was constantly being developed)
Auctions - Traders competed on price, access to markets, distributions channels and new product concepts, such as bouquets and packaging.
Some growers bypassed the auction and sistributed their flowers directly through fixed-price contract with importers or consignmen sales to wholesalers.
The Dutch Association of Flower Auctions (VBN) was an industry assoctiaon that represented the two flower auctions.
Logistics and Distribution
Research Organizations
Competitors
Colombia
Ecuador
Kenya
China
Other countries
The Dutch flower cluster was experiencing rising cost and environmental challenges.
Growers faced pressure to reduce theri depende on chemicla agentsfertilizers and carbon-based energy