Scented Flowers The Next Big Trend For The UK Market

Tue, 28 Oct 2008

Scented flowers are making a comeback in the UK flower market, according to industry expert Mavuno Group.

The global flower network consists of many companies, including Bloom BV, which supplies consumer-ready cut flowers direct from growers in Kenya to retailers in Europe, and UK marketing arm World Flowers .

Over the last 10 months, Bloom BV has been supplying retailers in Denmark with a new scented rose variety from 5,000sqm of production in Kenya, and plans to increase its production to one hectare due to high sales and increasing interest from the UK .

Tom Vermeer of Bloom BV explained: "In the past, a scented rose has meant that other attributes tend to fall down, like size and colour, but we have found that this does not apply to our new variety. World Flowers will be looking to supply its customers with more scented flowers soon."

Tom Willings, supply chain director at World Flowers, added: "Innovation is high on our list of demands. We are at the forefront, as most of the early trials on roses and carnations were carried out on our farms in Africa ."

" Supermarkets always want the same thing and that is value. They want the right product from the right place at the right time of year."

Willings added that it is still unclear what affect the credit crunch will have on the UK cut flower sector and that it is the company’s job to arm itself with "effective sourcing to give good value".
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