V-D, which is fondly considered as "lovers’ day," is one of those times of the year when floral gardens and farms across the archipelago explode in a riot of colors – red, yellow, white, orange, violet.
The floor harvests find their way to flower shops, hotels, restaurants, churches, banks, offices, and on the personal level – lovers.
The peak in cutflower business is usually noted during Valentine’s Day, flower festivals, "weddingest" months, All Saints’ Day, and Christmas.
Past surveys have attested to the high demand for cutflowers during these times of the year.
The prices vary according to variety, quality of cutflower, and month traded. The high cost of transport, notably Mindanao flower farms to Manila, also contributed to fluctuation of prices in the market.
Both wholesalers and retailers trimmed, processed, regraded and packaged the flowers. They also delivered flower arrangements to customers.
Records show that the country’s ornamental horticulture industry started as a backyard operation among orchid and other plant enthusiasts and evolved into a regular profitable business operation for many investors.
The expansion of various industries such as real estate developments for housing, recreation areas (resorts and golf courses), service centers (banks, hotels, restaurants, and churches), together with the increasing demand of neighboring countries for ornamental products spurred further the growth of the horticulture industry.
Growers, however, are still not able to satisfy the demands of the export market as they cannot meet the necessary volume and certain standards of quality requirements of the foreign market.
Ornamental plant products are classified into cutflowers, foliage and other parts fresh or dried, live plants, and other dried ornamentals.
Cutflowers are fresh flowers and flower buds that have been cut from plants; suitable for bouquets, wreaths, corsages and special flower arrangements.
The leading producers are Japan, the Netherlands, and the United States. The three markets with the highest consumption are the US, Germany, and Japan.