As the wedding season draws to a close in many countries, a mixed picture emerges for the flower industry. Catalina Arango, a representative of CI Global Exchange, renowned for their brand Flores Del Este, sheds light on this year’s trends in the Colombian hydrangea market and the global wedding industry.
Wedding Season Trends
Flores Del Este, a major player in the international flower market, exports hydrangeas to 22 countries worldwide. According to Arango, feedback from their global clients suggests that this year’s wedding season has been challenging for many, with experiences ranging from stagnant demand to tighter budgets compared to the previous year. One factor contributing to this trend may be the lingering effects of the COVID-19 pandemic, which led to numerous wedding postponements in 2022. Nevertheless, the wedding season is far from over, as suppliers continue to meet orders until the end of October, and some even extend their offerings into November and, notably, Dubai, where weddings are a year-round affair.
Hydrangeas in the Wedding Season
Arango notes a slower season for hydrangea sales this year compared to the previous year. She comments, “This year, we felt a very slow market, especially during the months of June, July, and August, reminiscent of the summers before COVID-19. However, September has seen a remarkable surge in demand, particularly for white hydrangeas with larger heads. We anticipate this trend will persist until the end of November and into the first two weeks of December.”
Hydrangea Market Outlook
Looking at the broader hydrangea market, last year saw a historic high in exports with a value of $91 million USD. Encouragingly, 2023 also appears promising. As per statistics from Asocolflores, exports during the period from January to June increased by 2% in value, reaching $47 million USD. However, the volume of exports decreased by 2% to 11,038 compared to the same period last year. In contrast, the hydrangea market outperforms the export figures of all Colombian flowers, which experienced an 8% decrease in USD value and a 10% decrease in volume for the same period in 2022.
Flores Del Este’s Global Reach
The majority of hydrangeas produced by Flores Del Este find their way to the United States, accounting for 71.6% of their exports. Other significant markets include the Netherlands (4.7%), Canada (3.3%), Korea (2.6%), and the UAE (2%). Arango emphasizes their strategy of diversification, stating, “Our strategy is to sell to many countries and not depend solely on the US market.” Their sales distribution reflects this approach, with approximately 34% to North America, 26% to Asia, 18% to the Arab countries, 16% to Europe, and around 7% to Colombia. White hydrangeas constitute the majority of their production at 60%, with the remaining comprising various colors, including dark green, purples, magenta, light green, dark blue, light blue, antique red, antique green, and antique lavender. In 2023, they are set to produce a staggering 5 million stems. Arango attributes their success to meticulousness in the production, harvest, and post-harvest processes, with each hydrangea bearing a tracking label detailing its cut date, grade, and the individuals involved in its production.
Proflora Showcase
For those eager to experience Flores Del Este’s hydrangeas firsthand and meet their team, the company will be exhibiting at Proflora in Bogotá from October 4-6, 2023, located at stand 2201-2202. This promises to be an exciting opportunity for industry enthusiasts to explore the Ferrari of hydrangeas and learn more about their unique cultivation and production processes.