Publication in European Journal of Horticultural Science – Driving forces and characteristics of the value chain of flowering potted plants for the German market
Nirit Havardi-Burger, Heike Mempel und Vera Bitsch investigated the value chain of flowering potted plants supplying the German market and the drivers influencing chain actors. The study builds on strategic and horticultural value chain literature. Data was collected by conducting 20 in-depth interviews with chain actors from different stages in the value chain and analyzed through qualitative content analysis. Results showed that the value chain of flowering potted plants is divided in two pathways due to distinct propagation methods, either generative (seeds) or vegetative (cuttings). Whereas propagation material is generally produced in southern countries, such as Africa and Central America, young plants and potted plants are cultivated within Europe. The paper identified driving forces such as retailer requirements, weather conditions, price pressure and innovations. Furthermore, the study provides an overview of chain activities and processes to help the sector anticipate developments, and support stakeholders in future decisions.
Havardi-Burger, N., Mempel, H., & Bitsch, V. (2020). Driving forces and characteristics of the value chain of flowering potted plants for the German market. European Journal of Horticultural Science 85 (4), 267-278. doi.org/10.17660/eJHS.2020/85.4.8
Significance of this study
What is already known on this subject?
European studies focused on supply chain management and logistics of floriculture. Value-adding activities and processes of flowering plants supplying the German market have not been investigated.
What are the new findings?
The value chain is fragmented, but coordination is crucial because of product perishability, and the requirement for on-time delivery. Retail-chains are powerful chain actors through certification requirements and restrictions on pesticide use. NGOs also drive chain actors to take measures to avoid negative media attention. Furthermore, profitability concerns drive actors to strive for cost reduction and increase the consumer base.
What is the expected impact on horticulture?
An overview of the value chain of flowering plants and its drivers provides a foundation for strategy development and decision making across businesses within the sector.