Flower Power

The Sunday Indian - India's Greatest News weekly

A 100 years ago, most flowers were grown just outside the cities where they would be sold and rushed to market before they wilted. Technology & transportation have turned this once small-time pastoral occupation into a global, $40 billion industry, $10 billion larger than music sales worldwide. The sentiments may be real, but their vehicle for expression is an increasingly anonymous, mass-produced, global commodity.

In a small town 8 miles southwest of Amsterdam, you can actually witness this worldwide flower commerce in action. That place is a catwalk high above the auction floor in the world’s largest commercial building, the Bloemenveiling Aalsmeer, where 20 million flowers go up for sale every day. Visitors aren’t allowed on the auction floor; there is too much danger of getting run down by one of the 135,000 trolleys loaded with flowers that shuttle between the auction rooms and loading docks. Instead, nearly 100,000 tourists a year roam the network of catwalks, along with the auction staff, and watch the millions of blossoms in constant motion below. These blossoms could be harvested in Ecuador, Ethiopia, Israel, or Kenya, fl own to Amsterdam. Why should something as delicate & perishable as a flower need to travel from all corners of the world to Aalsmeer? The answer, in part, is tradition. The Dutch invented this particular method of fl oral commerce a century ago. Today, the 1,050 buyers & 5,400 suppliers who participate in Aalsmeer still find it convenient to converge at a central meeting place.

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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