Help for a budding industry
July 28, 2003 | 12:00am
For the longest time, the country’s floriculture industry has been experiencing a drought of sorts when it comes to earning a major place in the world market. While the figures have grown and bloomed in the past several years, there’s still lots of room for improvement and growth. At the recent launch of the Floriculture Congress 2003, plant growers enumerated the goals, as well as achievements, of the local plant industry.
The good news is there has been an increase in the demand for our plants, the number of flowershops nationwide, and the consumer buying capacity in the last 10 years. The bad news? It seems that the local market can’t quite keep up with the demand and quality standards of the international market.
According to the Federation of Cutflower and Ornamental Plant Growers of the Philippines, the country has been exporting live plants, foliage and rooted cuttings to select foreign markets. In 2001, the country exported a total of $1,015-worth of live plants, a five percent increase from 2000. We are currently No. 55 as exporter of live plants to the Netherlands with a 76.38 percent growth from 1997-2001. As for fresh foliage (leaves and other plant parts, except blooms, cut from their roots), the Philippines exported $341,000 in 2001 and is ranked No. 22 as foliage exporter to Japan, with a 26.62 growth rate. Rooted cuttings exports totaled to $11,000 in 2001, with the country claiming the 34th slot as exporter to the Netherlands, and 21st to Denmark. In the US, we are currently No. 3 as exporter of foliage, a 14.87 percent growth rate from 1997-2001.
In the past year, the country has exported 52 percent of live plants, 14.7 percent foliage and 12.84 percent cutflowers; the rest are orchids and anthuriums. According to Federation officials, the country exported a total of $2.4 million flowers and plants last year, more than what the group projected.
While the figures look promising, Federation members aren’t about to rest on their laurels. With the 8th Philippine Floriculture Congress set for Nov. 6-7, and a 10-day exhibit from Nov. 7-16, with the theme "Business Discipline for Global Competitiveness," the Federation led by Sally Leuenberger aims to gather key players in the horticulture industry and help them strengthen the domestic production of plant varieties, as well as improve the quality of exports, among other things.
In what probably is another example of ningas kugon, that typical Pinoy trait of beginning a task with much gusto only to lose steam along the way, many hobbyists admittedly have no long-term plans when it comes to the plant business. Remember the lechon manok boom in the ’80s and early ’90s which had barbecue stands sprouting like weeds along the Coastal Road? Well, the gaya-gaya mentality is also prevalent among plant lovers which, if taken to extremes, spells doom for the whole industry since the concept of niche marketing is taken for granted. With complacency creeping in, the initiative to create new breeds of plants or come up with new marketing schemes takes a backseat.
These are just some of the issues that Federation president Sally Leuenberger seeks to address during her two-year term. A "very passionate orchid grower," the Davao-based Leuenberger has an advantage over most hobbyists – she is also a management consultant and an accountant. On one hand, she knows how it feels to be an avid hobbyist; on the other, she can get down to the economic nitty-gritty of the industry.
"Admittedly, there’s a lack of management skills among most plant hobbyists. Apart from being capital intensive, being involved in the export business demands that a hobbyist develop long-term plans. There should be continuous replenishment of plants, otherwise we’ll get pummeled by our competitors in other countries," observes Leuenberger. In other words, most sellers aren’t able to meet the demands of the world market when it comes to quantity and quality.
Focus, she stresses, is important if one wants to engaged in large-scale export of plants, whether it’s cutflowers, foliage, or root cuttings. This is one advice she strictly follows herself. For many years, people have prodded this Ateneo de Davao accountant teacher of 20 years to go into fruit trees but she declined. "I don’t want to be confused. I’d rather focus on what I know and do best and that’s orchid growing," says the avid vanda grower, adding that she can only focus on plant growing and not breeding.
From a mere 200 sq.m. of land planted to orchids, Leuenberger now has a total of 12 hectares, five hectares of which are devoted to her 300,000 collection of orchids. "I had to look for a hobby since my kids were all grown up and for me, growing orchids is the best alternative. It’s like caring for a baby," says this award-winning orchid grower. Her vandas have graced many an exhibit and have won accolades. The famed waling-waling, or vanda sanderiana, was once described by 19th century English orchid patron Dr. David Sander as "a flower as big as a saucer".
Leuenberger, who is also Mindanao Orchid Society president, tells us that orchid growers down south are lobbying in Congress for the waling-waling to be declared the national flower since the flower is endemic to the country and is quite well-known the world over.
Another problem hounding local growers is the lack of funds to participate in international trade fairs and seminars. More often than not, they have to shell out At the Brunei, Indonesia, Malaysia, Philippines-East ASEAN Growth Area trade fair and exhibit held two years ago in Brunei, the Mindanao group is the sole participant from the Philippines since not everyone could afford to participate.
"This year’s congress BIMP-East ASEAN Growth Area will be held in Kota Kinabalu and we are hoping the government will help us. If not, we’ll just participate in all events except the exhibit because we won’t be able to afford the cost," says Leuenberger, who couldn’t help but express her admiration for such countries as Bangkok which has a very strong presence in the horticulture industry, and which has created new breeds of plants, one of the most fascinating of which is a glowing dendrobium. "It really glows in the dark. Amazing!" blurts out Leuenberger.
What is ironic is that although the Federation has been recognized by the government as the country’s representative in floriculture events abroad, the budget allotted for the Federation came down to a mere P300,000 this year from their proposed budget of P20 million.
"We need half a million a year to run this organization efficiently. Our membership fee and annual dues are very minimal so we look for other sources to fund our activities," says Leuenberger, adding that the Federation currently has seven company members. "We are also encouraging exporters to join us. It’s important for us to participate in international activities as these are ways we could make our presence felt. This coming Floriculture Congress and Exhibit is our lifesaver as we have to mingle with co-growers who are also future buyers."
The Federation is also actively helping local entrepreneurs via joint partnerships and technical assistance. It recently signed a memorandum of understanding with the local government of Cervantes, Ilocos Sur, a municipality with a growing number of horticulture hobbyists and could be a major source of cutflowers.
On a positive note, Leuenberger says that business is picking up in the local and international markets. The potential is always there, it’s only up to us to weed out our weaknesses and tend to our strengths.
The 8th Floriculture Congress and Exhibit will be held Nov. 6-7 at the BSWM Convention Hall, BSWM Soil Research and Development Center, Ellipticak Road cor. Visayas Ave., Diliman, Quezon City. A 10-day trade and commercial exhibit of cutflowers, ornamental plants and related products and services in ornamental horticulture will be held at the Orchidarium Park, Quezon City Hall from Nov. 7 to 16. For more information, call 928-6189 or telfax 928-4831.
The good news is there has been an increase in the demand for our plants, the number of flowershops nationwide, and the consumer buying capacity in the last 10 years. The bad news? It seems that the local market can’t quite keep up with the demand and quality standards of the international market.
According to the Federation of Cutflower and Ornamental Plant Growers of the Philippines, the country has been exporting live plants, foliage and rooted cuttings to select foreign markets. In 2001, the country exported a total of $1,015-worth of live plants, a five percent increase from 2000. We are currently No. 55 as exporter of live plants to the Netherlands with a 76.38 percent growth from 1997-2001. As for fresh foliage (leaves and other plant parts, except blooms, cut from their roots), the Philippines exported $341,000 in 2001 and is ranked No. 22 as foliage exporter to Japan, with a 26.62 growth rate. Rooted cuttings exports totaled to $11,000 in 2001, with the country claiming the 34th slot as exporter to the Netherlands, and 21st to Denmark. In the US, we are currently No. 3 as exporter of foliage, a 14.87 percent growth rate from 1997-2001.
In the past year, the country has exported 52 percent of live plants, 14.7 percent foliage and 12.84 percent cutflowers; the rest are orchids and anthuriums. According to Federation officials, the country exported a total of $2.4 million flowers and plants last year, more than what the group projected.
While the figures look promising, Federation members aren’t about to rest on their laurels. With the 8th Philippine Floriculture Congress set for Nov. 6-7, and a 10-day exhibit from Nov. 7-16, with the theme "Business Discipline for Global Competitiveness," the Federation led by Sally Leuenberger aims to gather key players in the horticulture industry and help them strengthen the domestic production of plant varieties, as well as improve the quality of exports, among other things.
In what probably is another example of ningas kugon, that typical Pinoy trait of beginning a task with much gusto only to lose steam along the way, many hobbyists admittedly have no long-term plans when it comes to the plant business. Remember the lechon manok boom in the ’80s and early ’90s which had barbecue stands sprouting like weeds along the Coastal Road? Well, the gaya-gaya mentality is also prevalent among plant lovers which, if taken to extremes, spells doom for the whole industry since the concept of niche marketing is taken for granted. With complacency creeping in, the initiative to create new breeds of plants or come up with new marketing schemes takes a backseat.
These are just some of the issues that Federation president Sally Leuenberger seeks to address during her two-year term. A "very passionate orchid grower," the Davao-based Leuenberger has an advantage over most hobbyists – she is also a management consultant and an accountant. On one hand, she knows how it feels to be an avid hobbyist; on the other, she can get down to the economic nitty-gritty of the industry.
"Admittedly, there’s a lack of management skills among most plant hobbyists. Apart from being capital intensive, being involved in the export business demands that a hobbyist develop long-term plans. There should be continuous replenishment of plants, otherwise we’ll get pummeled by our competitors in other countries," observes Leuenberger. In other words, most sellers aren’t able to meet the demands of the world market when it comes to quantity and quality.
Focus, she stresses, is important if one wants to engaged in large-scale export of plants, whether it’s cutflowers, foliage, or root cuttings. This is one advice she strictly follows herself. For many years, people have prodded this Ateneo de Davao accountant teacher of 20 years to go into fruit trees but she declined. "I don’t want to be confused. I’d rather focus on what I know and do best and that’s orchid growing," says the avid vanda grower, adding that she can only focus on plant growing and not breeding.
From a mere 200 sq.m. of land planted to orchids, Leuenberger now has a total of 12 hectares, five hectares of which are devoted to her 300,000 collection of orchids. "I had to look for a hobby since my kids were all grown up and for me, growing orchids is the best alternative. It’s like caring for a baby," says this award-winning orchid grower. Her vandas have graced many an exhibit and have won accolades. The famed waling-waling, or vanda sanderiana, was once described by 19th century English orchid patron Dr. David Sander as "a flower as big as a saucer".
Leuenberger, who is also Mindanao Orchid Society president, tells us that orchid growers down south are lobbying in Congress for the waling-waling to be declared the national flower since the flower is endemic to the country and is quite well-known the world over.
Another problem hounding local growers is the lack of funds to participate in international trade fairs and seminars. More often than not, they have to shell out At the Brunei, Indonesia, Malaysia, Philippines-East ASEAN Growth Area trade fair and exhibit held two years ago in Brunei, the Mindanao group is the sole participant from the Philippines since not everyone could afford to participate.
"This year’s congress BIMP-East ASEAN Growth Area will be held in Kota Kinabalu and we are hoping the government will help us. If not, we’ll just participate in all events except the exhibit because we won’t be able to afford the cost," says Leuenberger, who couldn’t help but express her admiration for such countries as Bangkok which has a very strong presence in the horticulture industry, and which has created new breeds of plants, one of the most fascinating of which is a glowing dendrobium. "It really glows in the dark. Amazing!" blurts out Leuenberger.
What is ironic is that although the Federation has been recognized by the government as the country’s representative in floriculture events abroad, the budget allotted for the Federation came down to a mere P300,000 this year from their proposed budget of P20 million.
"We need half a million a year to run this organization efficiently. Our membership fee and annual dues are very minimal so we look for other sources to fund our activities," says Leuenberger, adding that the Federation currently has seven company members. "We are also encouraging exporters to join us. It’s important for us to participate in international activities as these are ways we could make our presence felt. This coming Floriculture Congress and Exhibit is our lifesaver as we have to mingle with co-growers who are also future buyers."
The Federation is also actively helping local entrepreneurs via joint partnerships and technical assistance. It recently signed a memorandum of understanding with the local government of Cervantes, Ilocos Sur, a municipality with a growing number of horticulture hobbyists and could be a major source of cutflowers.
On a positive note, Leuenberger says that business is picking up in the local and international markets. The potential is always there, it’s only up to us to weed out our weaknesses and tend to our strengths.
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