Flora Pacific woos the local trade

Press, 12 September 1986, Page 18

Flora Pacific woos the local trade

A large growers’cooperative, Flora Pacific, has recently moved into a new freight forwarding depot at Auckland International Airport and opened a flower auction in downtown Auckland. Flora Pacific has 45 per cent of New Zealand’s flower exports, a turnover worth $8 million to the company in 1985-86. At the beginning of August it opened an Auckland auction centre in competition with Turners and Growers. It has 500 grower members all over New Zealand and the group turnover was $l5 million during the same period. Japan is the main market for Flora Pacific, with cymbidium orchids the most popular “florists” flower. These orchids last up to six weeks and are returning $1.50 to $l.BO a bloom to the grower. Each stem contains about 12 flowers

and an export carton will take up to 15 stems, making a value per carton of around $2OO to $350, according to the company’s new export manager, Mr Greg Keymer. Pinks and whites are the best selling cymbidiums, he said. Whites always sold well in the United States because many cymbidiums were bought as corsages by beaus who did not know what colour dress their belles would be wearing. The Flora Pacific general manager, Mr Trevor Brown, says that based on the first month’s performance, annual sales through the new auction floor should exceed estimates and reach $3 million this year, he said. The company was previously only involved in exports, but was invited to trade locally by growers “disenchanted” with existing sales channels for flowers, Mr Brown said. It has attracted more than half the flower trade away from Turners and Growers in Auckland. Flora Pacific has gained three or four shareholders each day since outlining the new venture in its latest prospectus, he said, and now has about’ 500 shareholders throughout New Zealand. A computer system keeps growers informed’ of returns for each flower type, giving the high, low and average sale price each day. Growers will be able to judge their position relative to the market and see which varieties are receiving the best prices, which, he said, is important for flower classes with several varieties.