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GLOBAL TRENDS
World of Flowers
Marcel Hubers - Technical Manager Controls, Syngenta Flowers, Home and Garden
social welfare and personal safety. Besides,
several non-governmental organizations are
actively involved in creating public awareness
about pesticide safety especially when
misused and the inherent pesticide residues
that arise due to poor agricultural practices.
A large proportion of the retailers in Europe
are taking into consideration consumer
demands for safe produce that have minimal
pesticide residues and as such are demanding
for sustainably produced products to enhance
their reputation as reliable suppliers.
What are the current key drivers in the global cut flower
industry?
The flower industry has a lot of growth
opportunities especially in the emerging
markets. In Eastern Europe, more people are
increasingly affording to spend their disposable
incomes on luxury goods including flowers.
Flower retailers are recognizing this new trend
and this has led to more direct sales. The power
of retailers has grown in the recent past and
this has led to more demands by the retailers
for certified produce, enhanced traceability
and better quality with an improved shelf life.
Growers have to strive towards fulfilling these
demands in order to meet the needs of their
chosen segments.
Why are major flower markets in Europe increasingly
becoming concerned about pesticide residues in cut flowers?
Consumer safety awareness is on the rise and
any purchase decisions by the consumers is
guided by concerns about environmental safety,
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How is Syngenta involved in promoting sustainable cut
flower production?
Other than being a key player in the crop
protection industry, Syngenta is also an
important player in the pot & bedding plants
market. Coupled with our strong connections
in the genetics market, we also pride
ourselves as having many valuable contacts
with several flower retailers and various
certification bodies. Through our reliable
partnerships with the value chain players, we
have been able to engage with the relevant
stakeholders to share and communicate our
ideas and vision on sustainability. Recently,
Syngenta launched its Good Growth Plan
initiative that is fundamentally linked to
sustainability. Also, with the recent bee issues
emerging in Europe targeting the restriction
of the neonicotinoid group of insecticides,
a clear stewardship platform has been in
existence through the Operation Pollinator
initiative. Specifically to Kenya, we are in
the process of initiating a Rose Project whose
main objective is to improve sustainable
pesticide use through proper application
technology with the ultimate goal of helping
growers meet the market demands for
minimal pesticide residues on produce.