Roses on display at Proflora 2007.

Wholesalers, retailers and other industry members got the chance to view the newest product and connect with growers at Proflora 2007, held Oct. 3-5 in Cartagena, Colombia.

The event, which had about 1,000 buyers from 40 countries, featured product exhibitions, a flower quality competition for growers and breeders, and an exhibit design and décor contest.

 "It's a just a wide view of floriculture in an area that is growing 90 percent of flowers [sold] here on the East Coast," says wholesaler Leonard Levy, AAF, of Hillcrest Gardens in Paramus, N.J., who has attended every Proflora since it began. "It's a very important show — I am surprised more wholesalers don't go,"

Started in 1991 by Asocolflores as a way to showcase the Colombian flower industry, Proflora is held every other year in Colombia. Exhibitors include growers, plant material and general suppliers and service companies from the U.S., Colombia, Holland, Germany, France, Spain, Ecuador and Israel.

Some buyers go to scope out new color trends. Larry Levy of Hillcrest Garden "saw a lot more green [flowers] than two years ago ... It is now a fall color." Wholesalers also use the show as a chance to tell South American growers about American flower trends, and what they would like to see the growers produce. "Right now we have a strong demand for phalaenopsis on stems ... and we want to see who is interested in planting it," says Leonard Levy, who believes the plant would grow well in warm areas like Medellin.

The new varieties featured, especially roses, are a big draw for some buyers. "There were a lot of new rose varieties [at Proflora] that are very exciting," says attendee O'Malley Dreisbach of Dreisbach Wholesale in Louisville, Ky. A variegated white and pink rose called 'Iguana' shown by a breeder stood out for Larry Levy, who plans to find a grower who will carry it. Levy is also tracking down growers for a snapdragon he spotted at the Ball Seed exhibit, called 'Trumpet.'

In addition to meeting breeders, Proflora gives attendees an important opportunity network and talk with their growers. First-time attendee Whiting Preston of Manatee Floral, Inc., in Palmetto, Fla., went to Proflora to "meet new people and solidify some relationships for future opportunities."

"We get to see 50 growers that we deal with all in a three-day span. To be able to sit down face-to-face with growers you only see about once a year is so valuable," Larry Levy says. "We can strategize with growers ... about how to be more competitive."

--Vanessa Machir
vmachir@safnow.org

 

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