How the Flower Industry Works

The flower industry, or floriculture, is a dynamic, fast-growing industry happening on a global scale.  The countries with the biggest flower-growing industry are The Netherlands, Kenya, Colombia, and Israel, but many other nations such as The Philippines, Malaysia, South Africa, and Ecuador are joining the market and investing in the industry.  Although most of them grow the bestselling flowers – roses, tulips, sunflowers, carnations, iris, daisies, orchids, lilacs, and lilies – many are starting to explore hybrids and other indigenous crops.

Essentially, there are three branches that make up the basic structure of the flower industry. The grower is the one who grows the flowers; the wholesaler, who is the middleman between the grower and the seller; and the retailer, which is your local flower shop.  Quite often, these three branches are intermingled.  Some retail florists such as Island Rose in the Philippines grow their own flowers in greenhouses and sell the product straight to the market.   They work as the grower, the wholesaler and retailer.  Major flower companies sell flowers in such large quantities that they order directly from the grower, omitting the middleman. 

When flowers are ordered from a wholesaler or a grower, they take various routes to the buyer, depending on the flower type, the area where they are grown, and how they will be sold.  Some floriculturists cut and pack flowers right at the nurseries and send them directly to the buyer through mail.  Some flowers are sent to a packing company that grades them and organizes them into bunches to deliver through mail or to send directly to supermarkets or flower shops.  Some growers grade and sleeve the flowers themselves before selling them to wholesale markets. The wholesalers then sell the flowers to florists who prime and arrange the flowers for their customers. If you know where to go, you can buy flowers at wholesalers even if you aren’t a florist. 

There are different kinds of careers open in the flower industry.  Among the entry-level occupations are floral shop helpers, who perform various duties in a flower shop; delivery people, who deliver flowers right to the home of the flower shop’s customers; floral designers, who make creative arrangements out of the flowers for events such as weddings, birthdays, or funerals; and salespersons, who sells fresh cut flowers and other flower-related goods at the shop. Mid-level occupations include the assistant manager, who is responsible for coordinating sales, design, delivery, and taking charge of the office.  The owner and manager of the shop are in charge of the merchandising, management, and operations area. If you intend to open your own flower shop, it’s ideal that you start with an entry-level position and work your way up to the top so you know all the intricacies of running a flower shop.