Ceará creates international image Other Brazilian states look up to the Ceará flower boom where diversification is now being supported. By Mauricio C. Mathias The Ceará state investment in cold storage facilities for flowers only at the airport has removed a major constraint on export logistics. Ceará has taken second position for fresh cut flower export over the last few years with a 16% share of the total trade. The projected flower export for 2004 is nearly US$3 million, mostly roses, and the Netherlands continues to be the main destination; in 2003, 72% of the Ceará state roses were sent to Holland. Ceará has also been very prominent for its organisation skills surrounding the production chain. For example, with decisive steps to only support those exporting companies that respected breeding rights, it has projected a serious and professional image. As a result, the state has managed to bring Agriflor to its capital, Fortaleza. Held for the first time in Brazil, the event is organised in partnership with the Dutch HPP Worldwide. It took place alongside the eleventh edition of Frutal in mid- September, the country s largest fruit sector fair. This year, exhibitors from 20 countries further increased Ceará s visibility in the international market. It was estimated that business worth R$30 million was completed among the fair s 350 stands. Tropical plant support A few large companies dominate the rose sector in Ceará, however, federal and state funds of R$2.25 million are now being invested in commercial promotion of flowers grown by small and medium size farms. As a multiple agency programme, it is expected to benefit at least twenty companies. The budget should be spent on promotional material, as well as visits 2 FlowerTECH 2004, vol. 7/no. 7
Ananas was the first ornamental crop exported by the state of Ceará. United groups of small growers are taking advantage of the infrastructure created for roses; this one has started to send 2,000 stems weekly to the VBA Dutch auction. The Soares family has been exporting tropical plants successfully for a few years. Tapeinochilos is one of many species grown by the Soares. Ricinus is an exquisite item with a promising future. overseas to investigate business prospects, e.g. HortiFair 2004. Some of these small and medium companies have been growing native or tropical plants for the local market for some years now. The main aspect about these companies is that they are not big commercial enterprises arising out of expansion from other states, but rather people that know the local flora and are now growing with the market. One such farm is owned by the Soares family. He is a retired banker, who is now fully dedicated to running their two sites (7 ha each), employing 30 people. One of their sites is at a higher altitude, resulting in a time difference of a few weeks for the same crops. They are located in the Baturité Hills, a mountainous area with slightly cooler temperatures, close to the capital. Their daughter manages the farm s flower shop in the capital, selling a variety of the farm s specimens. Their lifetime s enthusiasm for plants is evident from the more than 50 different species: alpinias, heliconias and ferns, tapeinochilos, zingibers and cyperus. For the future, there is promise seen in the local items, e.g. a new coloured ricinus. Around 20% of the production has been exported to Portugal over the last three years. Soares explains that his Portuguese buyers of tropical plants are demanding in quality and regularity so that he has to cooperate with six other local growers to complete the weekly shipments. He says, These customers told us that they used to buy Colombian products via Amsterdam, so that it would arrive in Portugal after 36 hours in transit. FlowerTECH 2004, vol. 7/no. 7 3
Amaryllis field owned by the Schoenmaker group; now in a new partnership with two Dutch bulb companies. A flight from Fortaleza to Lisbon delivers it in 8 hours. Before there was enough volume for their own shipment, they exported plants in rented space joining ornamental ananas shipments to Europe. Their partner, a 16-ha ananas grower regularly delivers to Germany, and now others are following suit with this crop. Bulbs new for export Bulb cultivation in Ceará is new, now in its third year, and almost all of it is for export. The two companies involved in this activity are located in Paraipaba to the north of Fortaleza. Both of them are experienced at exporting from more southern states and have been adapting their knowledge to the local climate to supply their customers in the EU and USA. José E. Jerônimo, supervisor at Schoenmaker s operation, had six years of experience with bulbs at other company sites before moving here. He says that he enjoys working with people that are new to the crop, They do not have bad working habits. He adds, Even though amaryllis does not require a lot of labour in the field, the selection and grading process can employ up to 10 people per hectare during harvesting. Another nearby production site, belonging to Franz vd. Weijer, grows caladium, amianthus and amaryllis. In addition to export, some of the bulbs are sent to São Paulo to be either sold or complete a growing cycle. Their manager, João Krabbenburg also talks about their learning curve. Naturally the crop here requires Franz vd. Weijer grows caladium, amianthus and amaryllis. Bulb farms are located near the sea; most of the major companies in Ceará came from São Paulo and have had to adapt to a sunnier and hotter climate. more irrigation, but with this sandier soil, fertiliser loss is greater and the high iron content in the water causes some clogging in the dripper lines. There are also new pests and diseases to become familiar with, and more weeds, lots more! Update from 2003 Since last year s report (FlowerTech Vol. 6, N o.6), there have been further developments in the state, as follows: After three years work, social projects have taught low-income families how to change from their traditional crops to flowers; this sector may now be reaching the export point with some of their crops, e.g. statice, gerberas, chrysanthemums and gypsophila. Reijers Produção de Rosas Ltda is strategically expanding; the current 15 ha and 198 employees should reach 20 ha by the end of the year. More hectares are 4 FlowerTECH 2004, vol. 7/no. 7
Table 1. Percentage of the total flower and plant exports of the top Brazilian states in 2002 and 2003. Reijers Produção de Rosas Ltda has expansion plans to reach 20 ha by the end of 2004. State 2002 (%) 2003 (%) São Paulo 76.7 75.8 Rio Grande do Sul 11.4 9.3 Minas Gerais 7.8 8.8 Santa Catarina 2.1 1.0 Pará 0.9 2.0 Ceará 0.4 1.3 Based on Hórtica Consultoria e Treinamento. Source: Ministry of Development, Industry and Foreign Trade, Foreign Trade Secretary (ALICE system). planned in 2005; Agrofloricultura Reijers is adding 4 ha more and DeRuiters has made a partnership with them to test rose varieties locally. Another rose breeding company is also looking at the option for a test site in the Ibiapaba region. Other newcomers are the Swart group from Holambra, which is building its first 2.6 ha roses expected to eventually reach up to 10 ha, and a new zantedeschia and curcuma grower. Both Ecuadorian rose groups, which had bought land in the area, have postponed their scheduled project as they adjust to the new economic situation in their home country. However, the greenhouse building company Estruturas Espaciales, has already established itself. The Schoenmaker bulb operation group has also made a partnership called CBC- Ceará Bulbs Company, together with two Dutch companies. Portugal has been privileged as a business partner since the TAP has daily flights from Fortaleza. The Dutch MartinAir has two weekly flights bringing in tourists and returning with cargo. The experimental centre (Tec Flores) works on screening the best varieties, and is organised for personnel training. It is already growing gerberas to teach farmers, technicians and students. MPS and Eurepgap certifications are being pursued, while the Ceará flowers brand will serve more as a marketing tool. New goals are to keep increasing the transport routes to improve the export product flow. A dedicated cargo ship to export the state s production is being considered. The aim is to increase Ceará s exports to US$5 million by the end of 2005, and US$10 million by 2007. Other states follow suit Unlike Ceará, other states have not so far concentrated on attracting large, exportdriven companies, instead they are trying to organise local supplies, often involving the uniting of growers (Table 1). Augusto Aki, a flower marketing expert and author on Brazilian floriculture, believes in the future of grower groups, which he calls the cell system. He says, Growers with up to 10 ha each, invest together in packing houses and cold storage. An associated trader would then have a range of products to offer, either overseas or locally. It is a means to overcome a serious obstacle to successive exports: the irregular supply. Aki continues, New opportunities have arisen since both Costa Rica recently lost its EU taxation benefits, which were not renewed for 2004, and the hurricanes hit Florida in September. It gives Brazil a chance to showcase its foliage and landscape plants in that market. We have had exporting flushes in the past, but we are still a small player in the world market. This is the first time that there has been a structured approach. In this context, FloraBrasilis (see Brazil chases own export record) has helped transform potential chances into effective business opportunities at the same time as problem issues in the sector are dealt with. In the near future, twelve states are going to be prioritised in the programme s next phase, according to their strengths, to increase sales to countries labelled targetmarkets : Spain, Portugal, Italy, UK, the Netherlands, USA and Argentina. Other new markets are the Arab Emirates, Russia and Japan. The trend is for production from more diverse sources than just São Paulo, some of the upcoming areas are now discussed. Bahia, the largest north eastern state still FlowerTECH 2004, vol. 7/no. 7 5
brings in most of its flowers from São Paulo, but may be not for much longer as distinct growing areas concentrate on crops that best suit them. Bahia sends tropical flowers to Portugal, via a trading company based in the nearby state of Alagoas. A state wide Flower Production Chain project is training future growers and helping them form production cooperatives. Bilingual folders and catalogues have helped present their crops. Ilhéus, a town known for its cacao plantations has had one such association since 2003, now counting 60 small growers of tropical plants such as heliconias, alpinias, anthuriums and zingiber. Maracás, another town, takes advantage of its 950 m altitude and has 100 families cultivating temperate flowers such as roses and chrysanthemums, besides zantedeschias and gladioli. These are mostly low-income families, which joined social programmes where flower cultivation is thought as an alternative crop since 1997. Pernambuco and Alagoas states are also concentrating on tropical plant export. Pará, in the Amazon region had a stand at the Agriflor, as the exotic flora potential of this area holds a special allure in the sector. Meanwhile the states of Rio de Janeiro and Minas Gerais, both near São Paulo are trying to restructure their temperate flower sector and exporting potential. Minas was at one point a major rose exporter and buyers from Germany and Portugal had local purchasers there. Santa Catarina state concentrates in landscape design plants and has recently also been scouted by bulb producing companies. Its climate, combining some altitude with its southern location is cold enough to see glimpses of snow in some years. Different harvesting schedules could be achieved by expanding operations to this state. The author can be contacted at mauriciomathias@hotmail.com 6 FlowerTECH 2004, vol. 7/no. 7