Exporting fresh cut flowers and foliage to the European unspecialised retail market

The EU is a major market for cut flowers and foliage and imports almost € 4.5 billion per year. The Netherlands plays a key role in the distribution of flowers on the EU market. The unspecialised retail market is a growing market channel that includes supermarkets, gas stations and construction markets. Low prices, uniform quality and CSR certification are essential for supplying this growing market. Supermarkets are supplied both by specialised Dutch wholesalers and directly by developing country (DC) exporters. Opportunities for new suppliers arise where supermarkets are introducing flowers in their assortments for the first time or are looking for additional suppliers. The unspecialised market channel is growing particularly fast in Central and Eastern Europe.