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The floricultural industry has been undergoing an unprecedented
revolu tion in terms of the type of commodity produced and the
production and marketing technology in both developed and
developing countries. As a result of this revolution, as we know
today, there is a flower for every purpose and for every person in
the world, as is evident from the slogan of the Society for
American Florists: "say it with flowers." In re cent years, the
Latin American and European countries have become sizeable
competitors for the North American fresh flower markets and the
trend continues growing. Like any other crop production,
floricultural production can be divided into three basic factors:
(1) production costs (2) quality (3) transportation costs. All
these must be optimum for this area or industry to be safe from
competition. With increasing consumer awareness and the current
recession, the pressure from the artificial floral products in
dustry and also of neighbouring countries on the American fresh
flower industry, and continued competition even amongst the
growers, whole salers and retailers, quality in floricultural
industry is becoming increas ingly important to all those concerned
with handling these products. The visual quality aspects of the
product are the sole determiner of consumer acceptability in this
industry and, unlike fruits and vegetables, flowers cannot be
marketed by just discarding the damaged portion."
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