IFPA (International Fresh Produce Association) is the largest organization dedicated to produce and floral. This event is designed to connect floral breeders to supermarket decision makers.
The concept is to have the breeders present what they are working on and to hear what the buyers have to say about what is in demand or trending.
About 20 breeders hosted booths where they displayed their latest offerings. The trick here is to get enough buyers/decision makers in the building and that is what IFPA can do.
This two-day event included presentations by IFPA officials and a panel of industry experts representing a broad section.
The presenters all talked about the current state of the industry where duties, tariffs, rising costs across the board and exchange rates have once again challenged floral. It appears that the lack of predictability is even more challenging than the uncertainty.
Growers and most of the industry are having to react quicker lead times which is not good for an industry where products must be grown, packed and shipped in advance.
On a bright note, Carlos Oramos CEO of Gems International, said that the floral industry is having its moment. Since Covid the floral business has been very healthy, and it appears that consumers get that flowers and plants are good for health and this Mother’s Day seems to have validated this trend with very good sales. He thinks the industry could double in the coming years.
One of the features of this event is where they invite three consumers to participate in a panel discussion. They are asked questions by the moderator and the audience. In this case they were young college students.
Whether this is our target age group or not it is interesting to hear their perspective on floral. As students they have limited budgets and limited space, so house plants are preferred. Harder to kill and last longer than cut flowers and they come in their own container.
They all agreed that having flowers or plants in the dorm or apartment is mood boosting. However, when purchasing floral gifts for others many factors come into play. Do they have a pet that might eat the product? Are they allergic to floral, do they have a vase, how do they take care of them? These are some of the considerations that must be taken into account when dealing with Gen Z and millennials
With that said they suggested more data on the packaging to help answer some of these questions.
What I found interesting was that they suggested that when they shop, they might not be thinking of floral when they enter the store. They are on a mission with a shopping list and if the first thing they see is floral, they pass by. However, once they have gotten what they came for and are heading out that is when they might say “ok I have what I need but I have some funds left and flowers or plant would be great”
The moral to this message is that many stores have floral products in one location but perhaps having them around the store might be more effective.
I can imagine that this is a great perk for floral buyers as they get to see what’s coming and perhaps influence what is possible direct from the breeders that mess with Mother Nature and create new treats for us.
Next week I am off to Floriexpo in Fort Lauderdale for the next mass market show. Hope to see you there but if not I will take you there.
Thank you
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