Table of Contents

1. Overview

  • South Africa has a diverse and highly suitable natural environment for the production of flowers. Indoor and outdoor production occurs across differing climactic regions of South Africa.
  • Most commonly produced products include Roses, Carnations, Chrysanthemum, Proteas, Foliage, Gypsophila, Limonium and a wide range of seed grown flowers e.g. Lisianthus, Delphinium, Helianthus, Limonium, Grasses, Craspedia, Carthamus, Larkspur.
  • South Africa’s indigenous flowers such as gladioli, nerine, freesias and gerberas, have undergone many years of extensive research in Europe, and have become major crops worldwide.
  • Flower bulbs are also produced in great numbers in a wide variety of species.
  • Production is both for the local market as well as various export markets.
  • South African proteas and so-called Cape greens (fynbos) are concentrated mainly in the Western Cape. South Africa is the leading exporter of protea cut-flowers,
Sources: Jac Duif and the SA Yearbook which can be found at www.gcis.gov.za. 

 

2. International business environment

Developed countries in Europe, America, and Asia account for more than 90% of demand.

International trade in floriculture, to a large extent is organised along the regional lines:

  1. Asia-Pacific countries are the main suppliers to Japan and Hong Kong.
  2. African, Middle Eastern, and other European countries are the principal suppliers to Europe's main markets.
  3. Colombia and Ecuador dominate the market in the USA.
Source: http://www.intracen.org/itc/market-insider/floriculture/at-a-glance/ 

 

3. Local business environment

  • The Multiflora flower auction is by far the most important and convenient marketing channel for local marketing. The auction, situated at City Deep, has daily auctions from Mondays to Saturdays from 07h00 where major agents and wholesalers buy flowers. The auction is market driven and prices for products are determined by supply and demand. For newcomers to the industry a visit to Multiflora is absolutely essential to see the heartbeat of sales in the floricultural industry in South Africa. Contact 011 613 4011 or visit www.multiflora.co.za for more information.
  • There is also a strong network of flower wholesalers, distributors and exporters. Bunches For Africa buy flowers from farmers, for example. Visit www.bunchesforafrica.com for more information. Another example is Flora Town who used to do flower auctions, whose focus now is on import/export and wholesale/retail. Contact them at 011 548 0700. The Multiflora website gives contact details for flower shops, agents and flower wholesalers in Greater Johannesburg area.
  • New on the scene is the Cape Town Flower Show, to he held in October. See www.capetownflowershow.co.za.
  • Find out about the Cape Floral Kingdom Expo at www.capefloralkingdom.co.za.  Read about the fynbos and protea sectors at Cape Flora SA website, www.capeflorasa.co.za.