Post Valentine’s Day Roundup 2017

In the wake of one of New Zealand's key dates for those marketing cut flowers, several prominent growers share their impressions on 'how it went this year'

Comments from John Van Delft growing flowers south of Dunedin on the Taieri plains which has some of the country’s most fertile soils: -

John was quite happy with the Valentine’s result and could have sold more stock if he had it. The volume of pre ordered stock is dropping and buyers have expectations that the stock will be available.

 It is John’s impression that more florists are buying direct from growers, he is however resisting this due to the high administration and other costs involved. John is keen to see the auction in Dunedin [UFG] doing well but restates that average yearly prices must increase to keep up with inflationary costs related to growing.

John says that the ‘week day’ Valentine’s Day was significantly better for florists compared with last year. He estimates that florist’s turnover was up by maybe 50%.

John says imports were not received well and there were lots of Indian imports still available up to 8 days after Valentine’s Day. He also felt that Colombian roses did not sell that well either.

Comments from Ian Kempthorne of K&L Nurseries south of ChCH: -

In general good valentines in Christchurch this year and due to leap year I think it caught out some florists. Very last minute busy Valentines but florists experienced some logistics problems with couriers not getting orders to customers which is not a good look for florists who had the flowers done! But then having to field phone calls as products didn't get to customer. 

Maybe some distractions with the big fire on the port hills but in general very good.

Comments from Frans Van Dorsser South of Auckland: -

Frans had a good Valentine’s Day but his volume of reds was lower than usual. He noted that prices for colours were very strong this year – maybe because they had fewer reds. Quality was pretty good.

Frans feels that as a grower Valentine’s Day is pretty good year on year but stresses that it is only part of the whole year.

He did think that the week day sales were a lot better for florists, especially compared with last year.

Comment from Joanne Hurley CEO for Van Lier West of Auckland: -

Joanne provided interesting details – Between February the 7^th and the 14^th they sold 105,000 stems of roses. Of these 36,000 or 34% were red but only 30% of their crop is red.

Everyone was very happy with their production this year – no problems in terms of botrytis or mites they had good stem length and head size. Pride in the product boosted staff morale.

The market was buoyant with some florists being sold out by Monday.

 Of the three auctions - on Friday the buyers were cautious; Sunday was the big day and Van Lier had some Red Naomi up first which sold for $50/bunch and caused a stir in the auction room. The clock did not drop much throughout the auction; Monday was a top up day with big buyers being absent, so a smaller market with softer prices.

Joanne thought that the quality of imported product in the Warehouse etc was questionable.

From a florist perspective there were plenty of large orders, some up to $450/bouquet, $300 bouquets not uncommon and lots at $200/bouquet.

Valentine’s comment from various international news media: -

Miami Herald – Billions of flowers flown to US, most from Colombia but also Ecuador, Mexico and the Netherlands.  90% move through Miami international airport.

ABC News – Rose imports from Kenya were at a record this year with 9 million rose stems being imported into Australia during February, most sourced from Kenya. A record for Kenyan rose trade to Australia.

Maori Television – The Tomuri Company of Auckland said that Valentine’s demand saw 4,500 pre made bouquets sold, 1,500 more than they had planned for. They had been preparing for the big day for four months.

Herald dispatch.com – ‘Huntington’s Florist’ West Virginia, said – Roses still the most popular for Valentine ’s Day but tulips, orchids, carnations and daisies all selling well.

Times of India – Flowers sold all over the nation for Valentine’s Day.  The best and most expensive go to Gurgaon which has more flower shops and fewer street vendors as compared to Delhi.