In the realm of foliage, the Israeli Ruscus holds a unique position. This verdant addition to floral arrangements has long been a staple during high-demand seasons such as Valentine’s Day and Mother’s Day. However, a distinct pattern emerges with the onset of summer, as demand for Israeli Ruscus tapers off. The summer of 2023 has been especially slow for this leafy adornment, marking a noticeable departure from the pandemic-induced surge in demand. Felipe Saldarriaga, CEO of Green Bouquet, a Colombian grower of Israeli Ruscus, provides insights into the ebbs and flows of the market.
Speaking about the recent market dynamics, Saldarriaga notes, “After the pandemic, it seems that the market is back to pre-COVID times.” This observation prompts many growers, including Green Bouquet, to adopt a cautious approach. The combination of a challenging summer, inflation, increased costs, and market volatility has compelled them to exercise patience.
Green Bouquet had significantly increased its production over the past years but chose to bide its time and gauge the market’s trajectory in 2024 and 2025. Saldarriaga reveals that “more growers are doing that.” This wait-and-see strategy allows growers to navigate the uncertain terrain of the post-pandemic floral industry with prudence.
Israeli Ruscus: A Perennial Favorite
Despite the market’s undulating nature, Israeli Ruscus remains a favored foliage. Saldarriaga remarks, “The Israeli Ruscus was and is a strong foliage, which bouquet makers always have in their recipes for high seasons.” The demand for this particular green surged during the pandemic, leading to expanded cultivation efforts. Green Bouquet now boasts a production area of 10 hectares spread across three farms, establishing itself as one of the prominent producers of Israeli Ruscus. However, even with this increased capacity, meeting the demand during high seasons remains a formidable challenge.
Green Bouquet exports its Israeli Ruscus to numerous destinations worldwide, including Australia, Asia, Canada, the USA, Qatar, and the United Arab Emirates.
Navigating the Post-Pandemic Landscape
The pandemic unleashed a surge in demand for flowers across the globe, allowing Green Bouquet to scale up its production. However, the demand has now reached a point of stabilization, with the world gradually returning to its pre-pandemic purchasing patterns. Notably, the summer of 2023 has been exceptionally slow for Israeli Ruscus and other crop growers.
Expectations for 2024 are cautiously optimistic, but challenges persist. Saldarriaga highlights the need to control production costs, which have swelled by over 30% in the wake of the pandemic and global inflation. These cost increases have significantly squeezed profit margins, making volume crucial to maintaining profitability.
Moreover, the pricing strategy becomes a pivotal concern. While many green growers maintain a standard pricing model year-round, Green Bouquet must strive for better prices during high-demand seasons and concentrate on larger volumes during these periods.
The challenge also extends to improving sea transport efficiency, navigating unpredictable political climates, and managing other variables that exert upward pressure on costs.
In conclusion, Green Bouquet’s strategy remains anchored in prudence and adaptability. The floral industry, with its susceptibility to external forces such as currency fluctuations, weather, and stringent certifications, demands a long-term perspective. Saldarriaga emphasizes the resilience and beauty of the floral business, offering solace and harmony in a world often devoid of human warmth and connection. As they wait for better times, Green Bouquet continues to stand strong in the ever-evolving world of flowers.