the world of horticulture,
the Europeans want to know what the Americans have,
the Europeans want the Americans to know what they have.
Betrock Information Systems,
want everyone to know what everyone has.
As international trade,
the Internet, email facilities and cell phone communications have
made this world a much smaller place, imagine how small it will
get one year from now, or five years from now, with the new technological
developments we see almost on a daily basis.
is obvious that the horticultural industry must be involved internationally
to remain competitive, as today accurate information is the key
to success. We must go beyond the day-to-day operations, get involved
in an endless forward-thinking mode in order to become active
participants of the upcoming horticultural facelift.
2000, the European Union (EU-15) imported more than $63 million
in US nursery products. In 2001, the EU-15 imported $66 million;
an increase of 4% compared to the same period the previous year.
The European Community is the largest regional market for U.S.
nursery products outside of North America.
The Southern United States Trade Association (SUSTA)
has published several market analysis and assessments of the European
horticultural industry. These researches have suggested that new
European markets are endlessly emerging to answer an increasing
demand in the Union.
For example, in Spain the US exports of Nursery products and cut
flowers have increased from $1,482,000 in 1999 to 4,387,000 in
2003. In Italy, the US exports of Nursery products and trees have
increased from $281,000 in 2003 to $293,000 in 2004.
On the other hand, Europe has a variety of market conditions available
to US companies, whether it is indoor or outdoor plants including
different climatic zones, which cover the entire Southern US growing
region. The importance of providing a large variety of hearty
and new plant varieties to the EU-15 market is the key to meeting
consumer demand throughout Europe.
As European's interest in gardening, landscaping, and home plants
continues to grow, opportunities will begin to increase for US
plant materials into the EU-15 market place through garden centers,
auction houses, importers and other profitable avenues. For example,
France is the third largest European nursery grower by acreage
and the second largest European market in value. France exported
€ 51.6 million worth of trees and shrubs in 2001 and imported
€ 152.1 million worth of outdoor trees and shrubs in 2001, which
made it the second European importer after Germany, but the number
one importer for Rhododendrons and Azaleas. French buyers are
definitively very interested in what the U.S. growers have to
The United States is well positioned to increase its sales
of ornamental trees and shrubs to France. Following their participation
to the Internationale Pflanzen Messe (IPM)
in Essen, Germany last January, and a Trade Mission to France's
Loire Valley in February, Betrock is now intensively involved
in encouraging the European growers and suppliers to inform the
U.S. horticultural industry as to what they have to offer, therefore
stimulating the European presence in the U.S. industry.
are planning to nurture our relationships with SUSTA,
We will be using our experience to offer valuable additions to
the vital services
that they are already offering this industry.
We wish to encourage American professionals in the horticultural
to join SUSTA and/or SNA
in order to participate in these
valuable and important events in Europe.