‘LET A MILLION FLOWERS BLOOM’
RENEWED GOVT-BUSINESS SECTOR EFFORT PUSHED TO RESTORE VIABILITY OF PHL’S HORTICULTURE AND FLORICULTURE INDUSTRY
ONCE dubbed the “sunshine industry” of the Philippines, the blooming horticulture and floriculture sector, with its potential multibillion-peso market value, could regain its full-blown viability if both the government and the business community work together to turn it around anew from its moribund state, according to a New York-based events and floral designer.
“We have this great opportunity to create a new sustainable and socially conscious industry to uplift floriculture, horticulture, business and tourism here,” said Jerry Sibal, who visited Manila recently to officially kick off the pioneering Philippine International Flower Show (PIFS).
A booming flower production in the country, he said, could help propel economic activities, support small-scale businesses, create more jobs and increase export revenues.
These are enough reasons for the government, as well as the private sector, to now take a second and more serious look at this emerging industry, Sibal said. “There is always a possibility for growth. We only have to think big and ask ourselves how we are going to do it,” he added.
Flower lovers
FLOWERS are essential for Filipinos, being present mostly throughout their lives, from birth to death, from womb to tomb. In fact, blooms are a staple in their cultural rites, religious occasions, and even political affairs.
And of course, they go gaga over flowers for Valentine’s, which is just around the corner.
“Filipinos appreciate flowers in the same way they appreciate art, or music,” said Sibal, who personally relates it to his childhood experience in Manila where he was born.
“It’s always such a joy to be around flowers. You cannot quantify the joy that flowers can give you. It’s always a spiritual, mystic experience. I am sure many Filipinos feel the same,” he added.
Even if gladiolas, roses, birds of paradise and orchids were the only flowers he knew during his youthful years, little did he know that his childhood fondness for these ornamental plants would spring out to his budding career now as he learns so much about all the species.
Beyond being the main medium of events design, or a backyard livelihood, for many small and medium entrepreneurs, flowers for him could also be a key to stir greater economic activity and revitalize other sectors of society.
Tracing roots of PHL flower sector
THE Philippine floral industry, like other sectors, has had its ups and downs in the past 30 years.
Data show that the yearly total cut-flower production nationwide reached 8,120 metric tons (MT) in 1990. It then grew by more than double to 22,671 MT produced on 1,586 hectares in 2003.
The average of export earnings from fresh cut flowers and flower buds stood at $371,281 annually from 1991 to 2000.
Years have passed, though, and production fell short of the rising local demand, particularly during Valentine’s Day, Christmas, All Saints’ Day and school graduations, when flowers sell like hotcakes as a perfect present to someone as an expression of love and affection, to celebrate a victory, or even console the sick and weary.
Eventually, the decline in supply forced the country to import flowers like orchids and chrysanthemums.
Meanwhile, there’s another challenge: the concern of most Filipino farmers and horticulturists on the need to put up more greenhouses that require big investments.
What’s more, flower production also requires technologies and agricultural chemicals that are usually sourced overseas.
“If we can bring the right technology here, we can definitely help flower farmers learn more and grow more,” said Sibal.
Best practice
AS a form of horticulture practice, floriculture concentrates on the cultivation of flowering and ornamental plants for gardens and commercial purposes.
Today’s advanced plant biotechnology is a major factor bolstering the global floriculture market, which is projected to grow at a compounded annual growth rate of over 7 percent during the forecast period between 2019 and 2026.
Since embracing the latest techniques leads to increased crop yield and profitability of farmers engaged in floriculture, local players must learn and apply the right ways of producing flowers not only fit for local use but also of high export.
Citing, for instance, the Netherlands as the biggest exporter of cut flowers worldwide in 2017, Sibal said floriculturists should adopt the best practices in this European country.
He noted that even small farms in this prime tulip-exporting nation have their own greenhouses which control the temperature and determine the most conducive conditions for the flowers to bloom.
Distribution networks and infrastructure are, likewise, established in order for their produce to be easily transported from the farm to various hubs.
“If we want to export, we have to have international standards,” Sibal said.
Currently, flower farms in the country may be found in Bukidnon, which exports flowers to Japan; Benguet province, which usually attracts tourists; and Batangas and Tagaytay, where many use greenhouses.
“The horticulture and flower industry in Batangas and Cavite provinces is a good concern for the sustainable development. After the Taal Volcano eruption, the industry is expected to bounce back and we need thinkers and private government initiative to work on this sunshine industry,” said Dindo A. Danao, marketing and public relations specialist.
Active promotion
TO help create awareness among the people about the industry and boost confidence that there remains a big future for it, promotional activities are very important.
“The flower show is an instrument to educate farmers and endusers to go into this kind of business,” Sibal said.
This, he realized when he was attending a flower show in the Netherlands. Back then, Sibal first began to think of all these as “one big, interrelated concept.”
Such an idea was reinforced when he was engaged by Steve Wynn to be the floral director of the Wynn Palace in Macau, which imported flowers from many Asian countries that are geographically close to the Philippines.
“So I asked myself: ‘Why not the Philippines?’” he said, while citing this as the reason for him to return to his native land to help the local industry. “I cannot tell people what to do exactly because I am not an expert outside of design, but I can help bring in these experts and decision-makers so they can begin to have a conversation.”
With this in mind, Sibal will be spearheading the PIFS from October 15 to 18, 2020, at the Philippine International Convention Center to promote awareness on the local flower industry and bring together representatives from various groups and stakeholders— from farmers, agriculturists and florists to end-users like hotels and corporates, government representatives, private investors and technology providers.