Domestic spending on flowers continues to rise

IRISH consumers’ spending on cut flowers has doubled in five years — rising from €16.34 per head in 1997 to €30.50 in 2002.

Overall growth is continuing at approximately 3%-4% per annum, with spend predicted to reach €39.90 per head in the five year period to 2007.

A new alliance hoping to cash in on this blooming business has resulted in Van Vliet Ireland, based in Naas, County Kildare, securing the contract to supply fresh cut flowers to SuperValu and Centra stores, through the independent retail groups’ central chilled distribution system.

Currently SuperValu and Centra sell close to €5 million worth of fresh flowers every year.

In a news release giving details of the deal, the companies said they expect this to grow dramatically.

“Sales growth in the region of 30%, way ahead of the national average, is predicted initially for the new, improved flowers range,” the companies said.

Fifteen people are employed in Van Vliet Ireland, with 6 new positions created to cater for the MSVC business. Between 5% and 10% of annual retail turnover at Van Vliet Ireland comes from Irish grown products.

Research shows that fresh, cut flowers are becoming a regular purchase within the main weekly household supermarket shop.

Van Vliet Ireland Ltd is part of the Van Vliet Flower Group, with its head office in Holland.