1. Centre for the Promotion of Imports from developing countries
Market requirements
European market
Arno van der Maden
June 2014

2. Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health &
safety issues
D) Customer requirements
June 2014Centre for the Promotion of Imports from developing countries1

3. Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health &
safety issues
D) Customer requirements
June 2014Centre for the Promotion of Imports from developing countries2

4. Legislative requirements
Plant health control
Directive 2000/29/EC and ICA (Colombia)
(Wood) packaging materials
ISPM 15 and Directive 94/62/EC
CITES
E.g. Cycads, Tilandsia
Breeder’s rights
Not so much applicable in TF&F
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5. Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health &
safety issues
D) Customer requirements
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6. Quality and grading standards
(1) Product quality
- EU regulation on product quality
- VBN product specifications
• general speciation cut flowers
• general speciation foliage
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7. (2) Quality management systems, for example:
Quality and grading standards
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8. Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health
& safety issues
D) Customer requirements
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9. Environmental, social and
health & safety
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10. Why can certification be interesting
for you?
Growing interest from consumers
Required by specific customers
Future of your own company
Cost efficiency
Distinguishing your company
Environmental, social and
health & safety
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11. Four types of market requirements
A) Legislative requirements
B) Quality and grading standards
C) Environmental, social and health &
safety issues
D) Customer requirements
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12. Customer requirements
• Right quality
• Right product varieties
• Delivery reliability
• Open to feedback
• Proactive communication
Different trade channels =
different requirements!
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13. Requirements when supplying via
auctions
• General auction regulations
• Auction costs
• How to get the buyers to pay the best
possible price
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15. How to get the best price?
Distinguish yourself and build trust !
Build image of quality and trust:
 Good and reliable quality
 Steady and reliable supply
 Homogenous lots (size, ripeness, colour)
 Recognisable
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17. Chain of requirements
CONSUMER
special occassion
specialised shops
specialised wholesale
own use / impuls
retail chains
flower providers
exporter exporter
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