“We just passed Valentine’s Day, one of the most important “Flower Holiday” especially for the red roses,” affirms F.Optimal's Head of Roses Department, Ishai Sharon. "It was such an incredible Valentine’s week for us at F. Optimal, and we just had to pull Ishai out of his busy schedule to get his review of this special holiday.
Generally we can summarize the period as successful with sales, direct and clock, even though we ran into a number of problems.
“The biggest problem as expected was the logistical issue. The flights capacity was not enough for the huge quantity of flowers in so short time, states Ishai Sharon. According to him, some delay of the flush special in the high altitude in Kenya caused a ‘battle neck’ situation especially for the sales of the 09th of February just before the weekend. Very huge quantities came in on Monday 12th of February, as a result sales and prices dropped down with more than 30% compared to Friday.
Ishai points that the shipping of the flowers from different landing locations in Europe and the lack of enough trucks created some extra problems. The documentation process in this chaotic period was also not always perfect.
The weather in Europe except 3 days of snow around Paris, was good and the logistics in Europe have not suffered.
Lack of production from Ethiopia, because of extreme cold nights ‘helped’ with the price of their other colors. ‘It’s important to note that Ethiopia is less dominant with the red roses compare Kenya,” Ishai adds.
After Valentine’s Day the market price was normal for this period and we are already feeling the demand for the Women’s Day on the 08th of March and the English Mother’s Day on the 11th of March.
The weather forecast in Europe is comfortable, the production after Valentine’s Day is lower. The fact that the English Mother Day this year is earlier and falls together with Women’s Day, promises good market for the next weeks.
“Please make all efforts to bring the best quality to the market, you will benefit from it!” Ishai Sharon concludes.
For more information please send an email to
Ishai Sharon at [email protected]