Currently, 85% of cut flowers are imported, principally from the Netherlands as well as from Israel, Columbia and Kenya. Competing on price with imported products is considered to be out of the question.

Indicating its place of origin is therefore now strengthening the sector. In France, this is a tried and tested method of promoting local products. France only has 5000 horticultural businesses. These provide 15% of the national demand for horticultural products.

Three different types of labelling are designed to promote the sale of French cut flowers: ‘Fleurs de France’ – Produced in France (launched in February. There are almost no cut flower growers in France any more, only in the Departement Var where there are a few who produce flowers such as Pionies, Mimosas and Buttercups).

‘Plante Bleue’ is used for plants that have come from nurseries with a certification for social and environmentally sound products (launched in 2011 via the French environment framework legislation, Grenelle de l'Environnement). At the moment, France only has 5000 certified nurseries.

Finally, there’s ‘Label Rouge’, an existing generic certification for high quality products (focussed on dahlias, rose bushes and geraniums). 

In addition to these certifications, it is hoped that there will be investment support for the horticultural industry. The national investment bank (BPI) has allocated €14 million for the modernising of glasshouses. There is also generic investment support from BPI for agricultural energy saving and automatisation (€60 million).

If this is sufficient to allow the sector to compete on equal footing with other EU states, only time will tell.

Source: Agroberichten Buitenland