What product categories are growing at Easter? More than a third (37 percent) of florists reported sales of fresh flowers were on the rise, the most optimistic assessment of the three product segments. Less than a quarter (23 percent) of florists reported sales of potted houseplants were increasing, which was 9 percent points more than for bedding and garden plants (although the latter had a sizable proportion of 'don't know' responses). The most pessimistic observation was for potted plants, where 37 percent of florists felt the trend was sliding.

Source: Zoomerang Survey of retail florists with e-mail addresses. Based on 217 responses (response rate = 6.4 percent).

road ahead looks rosy for the uae

A desert country where temperatures touch 50C may not seem the most obvious choice as an international hub for the movement of one of the most delicate commodities in the world. Yet the UAE’s role in the transport of flowers is growing so rapidly that people in the business are calling it the gateway to the region and beyond.

The flower market in Dubai is increasing by about nine per cent a year, and it is estimated that at least 200,000 rose stems are brought into the emirate every week.

And Ali Al Jallaf, Vice-President of the Cargo Unit at Dubai Airports, says the future looks even rosier. “The number of hotels is growing and their flower designers are competing with each other,” he says.

As well as the cut flower market, the industry is being boosted by massive municipal greening programmes across the Middle East, which all require ground cover plants, seeds, grass and trees.

Many of these goods are coming through the Dh1.1 billion purpose-built Dubai Flower Centre – opened less than four years ago but already establishing itself as the only facility that can store flowers and plants for onward transit in the Middle East.

Previously, flower-laden cargo aircraft would fly over Dubai to countries such as Holland, then fly back for redistribution because there was nowhere in the Middle East with facilities to store them.

Dubai Flower Centre has trained staff to get flowers off a plane and into storage in under 15 minutes using temperature-controlled vehicles, and its laboratories have staff and equipment to check whether the plants are healthy. To enhance the industry further Dubai needs to first attract more investors; and secondly, find an international partner to set up a horticultural training college in the emirate.

“We need to educate the investors to invest in this industry,” says Al Jallaf. “It is worth billions and billions of US dollars and investors need to know about such potential,” he adds.

At present the business of actually growing flowers is relatively small in the UAE. “People say: ‘It is too hot to grow flowers in Dubai,’ but with new technological processes you can grow flowers anywhere. There are farms in Abu Dhabi and Al Ain, but as yet the culture is not to grow flowers here,” he says. “However, we know the demand for flowers will increase and we want to encourage people to grow them.

“Five years ago I knew nothing about flowers, but when I studied the business I discovered how difficult the process of producing flowers and getting them to the customer in a good condition is. So many people are involved: the farmer, the technician producing the seeds, the designer, the people who transport them, the sellers. We want the Dubai Flower Centre to be the start of opening up a new market for the region.”

Reflecting this process, the third International Plants Expo Middle East (IPM Dubai) will be held at Airport Expo Dubai next month, with the opening ceremony being performed by Sheikh Ahmed bin Saeed Al Maktoum, the Chairman of Dubai Airports.

The growth of the horticultural business in Dubai has not come about by accident. Al Jallaf, whose favourite flower is the rose, has taken delegations to Asia, China, South Africa, across the GCC, Latin America, India and elsewhere to sell the idea of Dubai as a flower hub. “More and more companies are keen to make their base here, because of our location,” he says.

Sabina Dillen, department manager of German company Messe Essen, which is co-organising the trade fair, agrees. “Dubai offers a fantastic opportunity for flower producers. The industry also covers new technologies, processes for irrigation and so on,” she says.

However big the industry grows, flowers are more than just a commodity. At the business level, Al Jallaf says: “The flower trade is unique because it involves exchange. For example, the orchid comes mainly from Asia but is hard to grow in Europe. Roses, which grow in Europe, are bought by Asia.”

On a personal level, our relationship with flowers is more complex. “We use them to show appreciation, to give thanks, to ask for forgiveness, to make our ladies happy. When you look at flowers, your heart opens. That is why so many people are involved in this business around the world,” he says.

His travels have also given him an insight that may not have occurred to most of us. “When I visit farms, particularly in Africa, it is mainly women who work in this industry. So these are ladies in one country making ladies in another happy,” he says.

It is a lovely, multi-billion dollar thought to hold on to.

International Plants Expo Middle East will take place at Airport Expo Dubai from March 4 to 6. For details log on to www.ipm-dubai.com

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