Cut flowers

Quality cut flowers are in great demand.

German consumers desire flowers. 
Germany is the world's largest importer of cut flowers. With an annual turnover of around 3 billion, the German cut flower market is the biggest consumer market in Europe.

Many European and especially German wholesalers and importers are looking for alternative or additional sources of supply that provide them with attractive and high quality cut flowers.

Traceability in focus

Since cut flowers are a very personal product, customers – and therefore florists – consider traceability and immaculate product presentation essential. Therefore, more and more flower wholesalers, importers and florists want to purchase directly from producers and thus demonstrate a transparent supply chain for their products.

This situation offers growers of roses, carnations and other cut flowers from Ecuador and Colombia a great opportunity to establish a growing niche for themselves. Essential criteria for exporting your products to Germany and the EU are proof of a safe and sustainable production process and, ideally, a certification like GlobalG.A.P., MPS or Fairtrade.

IPD will support you in meeting the relevant criteria and certification requirements and thus remove any thorns for the path of your cut flowers to Europe.

In particular, we assist reliable suppliers of the following products:

  • Roses
  • Carnations
  • Chrysanthemums
  • Callas
  • Cut foliage
  • Gypsophila
  • Levkojen (Matthiola)
  • Hydrangeas etc.

Your contact person

Dr. Andreas Gemählich (Bonn)

Sourcing + Markets
Cut Flowers (Ecuador, Colombia)
Natural Ingredients (Indonesia)



IPD informs about the a devastating effect on European cut flower markets due to the COVID-19 Crises. Social distancing, lockdowns and other measures have a huge impact on the flower sector. During Easter season the industry sold 70 percent less than last year. Read more here.

Product Fact Sheets

Product Fact Sheet

Requirements of exporting cut flowers and foliage to the European market? (provided by CBI)

Cut flowers and foliage are subject to various legal and non-legal requirements. Satisfying basic buyer requirements and legal requirements is a must for exporters to the European market, but additional efforts also offer opportunities for distinguishing yourself. Phytosanitary requirements as well as product labelling and packaging requirements of buyers should be followed strictly. This document provides an overview of the most commonly used buyer requirements and standards.

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Product Fact Sheet

Exporting chrysanthemums to Europe (provided by CBI)

The United Kingdom, Germany and France are main markets for cut chrysanthemums. The Netherlands and to a lesser extent Italy are large producers and dominate the European market. Chrysanthemums are popular flowers in mixed bouquets and as mono-bunches in supermarkets. After a period of slight decline, it seems that the market for chrysanthemums – helped by promotion campaigns and novel varieties – is on the rise again. This situation offers opportunities for exporters from developing countries.

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Product Fact Sheet

Exporting roses to Germany (provided by CBI)

Germany is the largest market for cut roses in Europe. Imports of roses to Germany increased from €272 million to €309 million between 2011 and 2015. The main import partner is the Netherlands, which supplies about 84% of the total rose imports, most of which are re-exported from developing countries. Opportunities arise among other things from a growing market for Fairtrade roses in the supermarket channel.

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Product Fact Sheet

Exporting foliage to Germany (provided by CBI)

Germany is the largest flower market in Europe. After a few years of decline, imports of foliage are increasing again. German consumers traditionally buy a lot of mixed bouquets at florist’s shops. The increasing market share of supermarkets is a concern to suppliers of mixed bouquets and foliage. Collaboration with Dutch traders that specialise in supplying to German retailers and additional efforts to promote mixed bouquets in supermarkets are an opportunity to increase demand further.

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Product Fact Sheet

Exporting fresh cut flowers and foliage to the European specialised retail market (provided by CBI)

Flower shops are the main sales channel for cut flowers in Europe. Competition from supermarkets and other unspecialised stores is increasing. In response, flower shops are lowering prices, diversifying their product offerings, paying more attention to their shop design and online shops, and organising joint purchasing. European flower shops are becoming more professional than ever. The specialised retail channel is supplied by specialised wholesalers through cash and carries or “Flying Dutchmen” who bring flowers to the florists’ shops. A large share of the flowers in the specialised channel is sourced through the Dutch flower auction, which thus serves as the main point of entry for developing country (DC) exporters who want to supply the specialised market.

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