Projection
Realised
20
15
10
'96
'97
'98
'99
'00
'01
'02
'03
'04
Optimism realistic
Can annual 30% increases in
exports be maintained? One
expert, Hlio Junqueira, says
yes and explained why. He
owns Hrtica, a consulting
company, and has acted as
executive-director at
FloraBrasilis. The word is out
that Brazil has woken up to its
exporting potential and even at
local business fairs we see
more and more international
buyers. After all, this is a sector
driven by novelties and traders
are always hungry for new
products. When you see our
plant export listing, you realise
that it is based on a wide range
of items and destinations
(Table 1). Diversity is the basis
of sustainability. However, we
are not a main flower exporting country, by any means. Not
yet! Marketing has to continue
since Brazil is not on the buyers route for most items.
Nevertheless, for certain items,
e.g. bulbs sent to the
Netherlands and cuttings
exported to Japan, Brazil
already enjoys a very high
quality reputation.
He quotes other reasons for
optimism, We are breaking
into new markets, e.g.
Germany. Also there are new
products; cut flower exports
have increased so much that
they are nearly equivalent to
the value of bulbs, which traditionally hold second position
behind seedlings. Plus, there is
the increased number of growers to support the export
expansion, together with higher volumes from traditional
exporters.
www.HortiWorld.nl
Country file
Table 1. Bouquet fresh cut flower exports
by country of destination.
Destination
Product selection
The broad product range was
mentioned by Hlio Junqueira
and is clearly an important
aspect for the export increase.
Exports rely on both temperate
plants, e.g. roses, gerberas,
lilies, gladioli (flower and
bulbs), lisianthus, chrysanthemum cuttings, as well as tropical plants. In this manner, the
country is not competing
directly on a one-product-only
basis with other production
regions. For example, it is well
known that Brazil does not
have the same altitude climate
to compete in rose head size
with Colombia and Ecuador,
and therefore, when companies decide to grow roses they
choose appropriate varieties.
As the demand for medium
size roses recently increased in
the US market, so did the
Brazilian presence; from
January to July fresh cut bouquet flower exports to the US
increased 130% (in $) over the
same period in 2003. Rose
popularity provides a niche for
all types. And while Brazil
imports large-size roses from
Colombia, it actually sends
propagation material now to
www.HortiWorld.nl
USA
The Netherlands
Portugal
Italy
United Kingdom
Canada
6 other countries*
TOTAL
Exports
Jan to July
2003 (US$)
757,307
95,153
49,038
526
45,809
947,833
Exports
Jan to July
2004 (US$)
1,742,208
672,346
94,622
38,336
24,570
21,207
35,013
2,628,302
Percentage
in total (%)
66.29
25.58
3.60
1.46
0.93
0.81
1.33
100
Supply challenge
Holambra, a town in the state
of So Paulo, where 75% of
the exports originate, has
around 300 growers, mostly
Dutch descendants who sell
their crops at the local auction
(Veiling Holambra). A recent
auction policy to attract producers from other regions is
Country file
Niche business
Out of the eleven destinations
buying the most Brazilian
flowers this year, six were new
clients, which indicates the
growing interest. In fact, the
market appears to be ready for
air freight companies to further invest in cargo space; the
freight prices can represent up
to 50% of the final price once
the flowers reach the European
market place.
Besides the general increase
in export, another positive
trend for the flower sector has
www.HortiWorld.nl