News

So Paulo to gain new flower market in 2007

Brazil So Paulo has announced plans for a
new flower market, the citys mayor recently
announced. Slated to be opened by May 2007,
the Mercado das Flores will operate in a
70,000 m2 plot, adjacent to a train station.
Closing the deal required the cooperation of
different agencies; the state train company owns
the land, but ceded it to the city secretary of
tourism, which developed the project in collab-
oration with representatives of the flower sector.
The new market will require investments of
6.4 million, but it is expected to generate
business volume of 40 million annually
through its 268 retail booths for ornamentals,
plus 32 concession stands. At this stage a pro-
tocol of intentions has been signed between
the city and the state, but final feasibility stud-
ies have to be concluded still.
Most of the Brazilian ornamental production,
trade, and total consumption is concentrated
in the state of So Paulo but it does not have a
dedicated flower market since the Ceagesp
(wholesale and retail) also trades all types of
produce on alternating days and times.
The new market will be open six days a week
and 10,000 people are expected to visit it
daily, creating around 1,750 direct jobs and
another 6,000 indirect ones.
The area is conceived to be not only a mar-
ket per se but an additional touristic destina-
tion as well, with bookstores, cyber cafes, res-
taurants and banking services. A novelty
would be a space dedicated to social projects,
such as giving interior decorating and flower-
arranging courses. Its location in town is stra-
tegic, placed between two train stations right
next to one of the citys main avenues, which
leads to several highways going in and out of
the city. (M.Mathias)

Dutch deal on screening off light Record number

The Netherlands Inconvenience caused by greenhouse lights at night will be further reduced. The at IPEX 2006
Society for Nature and Enviroment, together with greenhouse horticulture organisation LTO
Glaskracht, has agreed on measures which mean greenhouse users will have to screen off all light Japan The third International Flower
for a minimum of six hours per night in the year 2014. Expo Tokyo IFEX 2006 welcomed a record
As of 1 January 2007, all greenhouses will already start having dark periods of six hours, meaning number of 24,016 visitors, about 1,500
the greenhouses have to be either screened off for 95% or functioning without assimilation light. more than last year. This years show, held
These dark periods will take place from 6 pm until midnight in the months of November to March; 19-21 October, had 606 exhibitors from
in the months of April, September and October, this period will be 8 pm 2 am. After the dark 29 countries. Another 4,132 visitors were
periods, the screens have to be used as much as possible, provided that complications will not exhibitor related attendees. According to
occur. The deal is the consequence of long talks, that started three years ago. Initial research showed show organisers, Reed Exhibitions Japan,
that one possible complication would be excessive warming inside the greenhouse as a result of many exhibitors reported excellent on-site
shading. This is why the six-hour idea was launched. business during the three-day fair period.

Editorial
Some of you may remember me from a couple of years ago. I didnt go far away. Instead I was editing one of our
groups other magazines, Fruit & Veg Tech. I was just a desk away from Anabel whose face youll be familiar with.
Well, Anabel decided to move on to pastures new so Im back, just filling in, until we appoint a new editor. Its
been quite comforting to come into contact with names from the past and its exciting to see the plans which have
been made for Flower Tech in 2007. As the magazine celebrates its 10th anniversary next year we can look back on
how production - and most significantly - the marketing chain has changed and look forward to new retail trends,
product choice and lines of distribution all of which are largely influenced by consumers and the price they want to
pay.
In terms of change it was poignant that Anabels announced departure coincided with the announcement that Hollands two largest flower
auctions are planning to merge, a direct consequence of sales patterns today. With increasing large scale production and direct trading
between grower groups and buyers, the aim of the merger is to strengthen the position of the auctions suppliers and clients. The international
exhibition Horti Fair also demonstrated the growing cooperation between companies and scaling-up by growers. At the same time measures to
reduce energy consumption continue as the greenhouse sector goes through a transition period of being a net energy user to becoming an ener-
gy supplier. The floriculture sector today is at a crossroads with many choices to make which will bring many changes for a long time to come.

Helen Armstrong

 FlowerTECH 2006, vol. 9/no. 8 www.HortiWorld.nl