How the flower industry adapts to changing market demands

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The annual CAST flower show, held in Gilroy, California, has been a showcase for the global flower industry for years. It is often called the “Floral Fashion Week” — and rightly so.


Nowadays, the beauty of a flower is no longer enough. Companies like Syngenta Flowers are creating new varieties that are not only beautiful, but also hardy, disease-resistant, fast-growing, and easy to grow for both farmers and gardeners.

  • Requirements are changing — flowers today must be adapted to urban spaces, balconies, and small containers;
  • Climate change — Flower varieties that can withstand heat and drought are now being selected, as weather in various regions is becoming increasingly extreme;
  • Digital generation — New gardeners learn through video and prefer to select flowers online. Syngenta has also created a platform called “webCAST” that allows viewing of exhibitions digitally;
  • The science and technology behind flowers — a single variety can take decades to develop, as was the case with the Calliope geranium, which took 14 years to develop;
     
While unusual colors (like black petunias) are gaining traction, they are difficult to sell in mass markets. However, traditional colors—red, white, and blue—still dominate.

Each new variety is a search for balance between beauty, technical efficiency, and consumer demand. And these challenges are as relevant today as when Glenn Goldsmith first opened his greenhouse nearly 60 years ago.

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