What would your procurement process look like without a mandated catalog?

It’s no secret that the flower market is now dominated by imports: it is currently estimated that between 85 and 90 percent of the flowers sold in France are produced abroad, mainly in Kenya, Ethiopia, Ecuador, and Colombia.

To complete this picture, it’s also worth noting that the bulk of global flower production must then pass through the Netherlands, which results in additional transportation. These imbalances can be explained in part by the Netherlands’ long-standing tradition of flower cultivation, combined with a proactive policy by the Dutch government to support its horticultural sector.

The formidable competitiveness of Dutch production, along with their undeniable logistical expertise, has had a ripple effect on French production. According to estimates by the Val’hor trade association, nearly half of French horticultural farms have been forced to close their doors.

French consumers seeking to buy local… and businesses striving to adapt

Yet many consumers express a desire to buy more French flowers, either out of environmental concern, a desire to support local businesses, or both. This trend is strongly supported by movements such as “slow flower,” which encourages consumers to seek out flowers produced within a smaller geographic area.

To meet this consumer demand, many players in the industry have adapted, starting with the florists themselves, who are seeking to offer more French flowers in their shops. This is also true of the Collectif de la fleur française, which promotes French flowers on a daily basis.

Give florists some leeway

Why do florists mainly turn to flowers grown abroad? Quite simply because they’re easier to source! In addition to this ease of supply, floral distribution companies also impose supply constraints on florists: by promoting bouquets that aren’t in season year-round—such as the famous bouquet of red roses—the catalog forces florists to follow a schedule that isn’t necessarily their own.

That’s why at Sessile, our top priority is to enable artisan florists to offer seasonal and French-grown flowers if they choose to. We don’t impose a catalog or set retail prices for bouquets: the florist—and only the florist—is in charge of their shop. As a result, you can educate customers about seasonal flowers and have greater freedom in managing your inventory!

What did you think of this article? What would your inventory look like without a set catalog? Would you make more room for seasonal flowers? Feel free to contact us so we can discuss this further.