A practical guide to value chain management in floriculture

We refer to a chain as a group of firms involved in getting a product from its producer to its final destination - the consumer. There are many types of chains in the floriculture industry, depending on where and how you market your product. For example, flowers produced by a Queensland grower that are sold to a Brisbane florist may have a chain similar to the figure on the right: On the other hand, the chain of firms involved in marketing flowers to Japan will look very different. Traditionally, flowers in Japan are exported through an exporter, who sends it to an importer, who often sends it to an auction house where hundreds of florists purchase them. The next figure on the right shows you how this can look like.