Scented flowers are the next big trend to hit the UK market, according to the flower network Mavuno Group.
Mavuno is made up 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.
Bloom has been supplying retailers in Denmark with a new scented rose variety this year from 5,000sqm of production in Kenya, and plans to increase its production to one hectare after high sales and interest from the UK.
Tom Vermeer of Bloom told FPJ: “Scented flowers are making a comeback in the marketplace. 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.
“As yet, I would say that, although the credit crunch in the UK is expected to have an effect, it is unclear what effect it will have on the cut flower sector. Our job is to make sure we arm ourselves with effective sourcing to give good value.”
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