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December 1, 2008

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GROWING YOUR BUSINESS TOGETHER





contents

'Blue Roses' - Synonym for the Impossible
Ready for 2010

Sunday Delivery Works Best for Email
This full report outlines best practices for Email Marketing

Ecuadorian Growers Eye Economy
With so much of the exports valued in flowers to North America

Flower Farmers to Gain from EU Safeguard Plan
The Kenyan flower industry gets a lifeline

 



'Blue Roses' - Synonym For the Impossible

The World's First Biotechnology-driven "Blue Roses" - synonym for the impossible - have been successfully developed

A new addition to the blue-color family of roses could be out of the lab and into the market by 2010.

The unnamed rose has been in development for more than 20 years and is the product of collaboration between Florigene and Suntory Ltd., an Australian biotech firm that took over Florigene's shares in late 2003. The rose is in the trial stage in Colombia and will be released in Japan next year, says a Florigene spokesperson.

Researchers "succeeded in creating blue pigment in roses by implanting the gene that leads to the synthesis of blue pigment from pansy," according to a Florigene press release.

Roses have been grown for a long time - 5,000 years or more. It is said that the varieties developed to more than 25,000 species and a wide variety of colours exists including red, white, pink and yellow. For a long time, breeders have been trying to develop blue roses, which have long been synonym for the impossible.In an effort to achieve this breeders have been crossing rose varieties grown all around the world. As a result, there are so-called 'blue' roses already on the market. However, blue roses, derived from the presence of blue pigment, have not yet come into being. It has been revealed that this is a result of the fact that in rose petals genes encoding the enzyme that is necessary to create the blue pigment, "Delphinidin", are not functional (the enzyme is known as flavonoid 3'5'-hydroxylase).

SUNTORY has focused on this finding and, in 1990, in cooperation with an Australian bio-venture company "Calgene Pacific (now: Florigene Pty. Ltd.) started the joint development of biotechnology-driven "blue roses". Since then we have been pursuing our research attempting to develop "blue roses" by retrieving the genes necessary to create blue pigments from other plants such as petunia and implanting these into roses. The world's first "blue carnations" were born in this development process in 1995 and, in Japan, they were named "Moondust" where they have been marketed since 1997

For the first time in the world, SUNTORY has succeeded in creating blue pigment in roses by implanting the gene that leads to the synthesis of blue pigment from pansy. Unlike the roses created by using conventional breeding technologies, the roses developed by us have almost 100%* Delphinidin in their petals, which has allowed these new and very different blue roses to become a reality. Although traditional roses have only red pigments, by using the blue roses we have developed as a starting point, it is expected that roses with the ability to create a blue pigment will soon lead more variety in rose flower colour

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Sunday Delivery Works Best for EMail

If this article were an e-mail its subject line would be: Send me on Sunday. 

According to the November MailerMailer Email Marketing Metrics Report, Sunday is the day more e-mails are opened and messages with shorter subject lines have a better chance of being read.

The theory is this: Overworked types try to stave off a Manic Monday e-mail rush by checking work messages the day before. The report also points out that nearly one-third of e-mails are opened within the first two hours.

When it comes to tailoring your subject lines — the shorter, the better. Subject lines with less than 35 characters seem to cater to ever-dwindling attention spans. (Try these short-but-sweet lines: "Buy Flowers. Be Happy" or "Cupid's Call: Order Now, Save a Bunch.")

Read the full 32 page report here. Email Marketing Metrics Report

 

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Ecuadorian Growers Eye Economy

The global economic crisis is putting a squeeze on some Latin American nations, including Ecuador, according to Nov. 4 article in The Washington Times. 

"We know we cannot escape the effect of the crisis," Eduardo Egas Pena, Ecuador's deputy minister of foreign relations, commerce and integration, says in the article. "We are not immune."

Ecuador, a country of nearly 14 million people, is in a particular vulnerable position because it is "feeling the twin effects of the dramatic collapse in world oil prices and a drop in market prices of other commodity exports," the reporter notes.

Those commodities hit by a drop in demand include "flowers, shrimp, cacao, bananas," Pena says.

Some growers already are feeling the reverberations. Diego Naranjo, manager at the Nevado flower-growing plantation in Santa Lucia, told The Washington Times his U.S.-bound rose exports have dropped by 5 percent. The U.S. imported more than 676.2 million roses from Ecuador in 2007, compared to 309.1 million stems in 2002. 

Because Ecuador accounts for more than 17 percent of the total dollar value ($832.4 million) of U.S. cut flower imports, the domestic floral industry closely monitors the Andean nation's economy. (The U.S. accounted for 43 percent of Ecuador's total exports in 2007.)

So far, the upheavals haven't rippled to U.S. shores. Silke Peters, managing director of the Flower Label Program, says the negative effects of the economic downturn are limited.

"Yes, the FLP-certified producers suffer from increased production costs," he says. "But ... until now there was no essential impact on the overall economic performance in the flower section."

Rene Streng of Cut Flower Wholesale Inc. recently returned from a trip to Colombia and Ecuador, where he visited 20 farms in one week. The Atlanta-based wholesaler sources about 50 percent of its product from South America. While Streng did notice changes, he says the core strategy of his business remains the same: sell more product.

"It may be the old trick of making up in volume, but that's really something we've been doing for 10 years," he says. "Expenses for all things have been going up for the last 10 years and the only way to stay profitable is to sell more and to help retailers make more money."

Streng also cautions against jumping to conclusions about what an erratic economic situation means.

"What is funny is that when I was visiting growers last week [in Colombia and Ecuador], they were asking me about the economic situation in the United States," he says. "I'm not saying there are no problems in the world, but a lot of this is perception, and the more we think it's getting worse, the worse it will become."

 Dollar Values of U.S. Imports from Ecuador

 

Cut-flower imports from Ecuador have increased 66.3 percent in value, from $87.3 million in 2002 to $145.2 million in 2007.  Source: USDA

 

  

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Flower Farmers to Gain From EU Safeguard Plan

Kenyan flower farms may experience greater demand after EU announced plan to cushion it against financial crisis.
The European Union has announced a €200 billion plan to cushion it against the effect of the global financial crisis, throwing a lifeline to Kenya’s horticulture industry, which ships its exports to the bloc.

The economic turmoil in Europe has raised fears that it could translate into reduced consumption of products as households cut costs and purchase only essentials.

“The UK’s demand for flowers sold via Holland has dropped by four per cent and we have also witnessed reduced demand in the quantity of direct orders to the UK,” Mrs Jane Ngige, Kenya Flower Council chief executive, told the Business Daily.

The bulk of Kenya’s flowers get to key European markets (including UK) through Amsterdam auctions while only a small portion is airlifted directly to UK.

Source: Business Daily

 

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