Israel's flower sector is relatively small by international standards, but it is highly profitable. The average flower farm is about a hectare in size and the expertise of farmers contributes to the high quality and wide variety of flowers (over one hundred).

Although the number of flower growers is constantly decreasing, production has risen steadily due to technological advances an an intensive system of production.

Varieties of cut flowers and acclimatisation of new varieties

Dozens of varieties of flowers are grown in Israel including roses, ornamental plants, gypsophila, carnations, wax flowers, solidago, limonium, lysianthos (euostoma), gerbera and anemone.

In thepast, acclimatised varieties accounted for about 20 per cent of total flower production. Today, they account for about 60 per cent of the total flower production.

The marketing of the new varieties, from development to commercial cut flowers, is due to the joint efforts of floriculture extension workers, the Flower Board (Production and Marketing), the Growers' Association, researchers, apart from the growers themselves.

New varieties include acclimatised `summer flowers' from Europe with the aim of picking and exporting them during Europe's winter season; acclimatisation of various flowers indigenous to the southern hemisphere; development of local varieties and acclimatisation of wild flowers that have commercial potential.

The new varieties have been developed to suit the changing demands of the world market, from fragrant, colourful and fruit bearing branches, to flowers that are considered `environment-friendly'. The Israeli flower growers have also joined the MPS, a project sponsored by theNetherlands to grow flowers in an environment-friendly way.

Seasonal production

Originally, emphasis was placed on developing growing methods that produce flowers during the winter seasons, through green house technology and creating appropriate climatic conditions. Today, some 50 per cent of all flower produce is grown year round in advanced computerised greenhouses and approximately 12 per cent of them under netting.

The wax flower grows in the open field and blossoms in autumn. Flowering formerly was in January and February, but now flowers can be picked even in November. This was achieved by covering the bushes with plastic for 4-6 weeks, thereby a creating darkened condition, like in the autumn season. This has resulted in the early flowering.

Direct marketing

The flower sector is based mainly on direct contacts between the grower and his regular customers. About 80 per cent of output is sold directly from the grower to the flower auctions in Western Europe. Since 1975, flowermarket data have been relayed directly to the grower via computer during real-time, ensuring that the timing of picking meets customer demands.

The remaining 20 per cent of flower production is sold on wholesale markets in various west European countries, the United States, and eastern Europe. Small quantities are exported to Asia, especially to Japan.

The Flower Board (Production and Marketing) handles most of the exports through Agrexco (the largest agricultural Export Company), while 3 to 5 per cent is handled by private companies.

The chain of handling and sorting methods -- from the moment the flowers are picked until their arrival on the customer's shelf in Europe-has been developed in order to guarantee the highest standards of quality and reliability.

Computerised information

In order to take advantage of existing knowledge in floriculture, a database for information is being developed. This database will include growing and handling instructions, knowhow on disease prevention andpest control, fertilisation, processing and so forth. An Internet site that includes economic monitoring of flower production has also been established. By entering various details of his crop, the grower receives market information, accounting services, and comparative data on crops, apart from other data.

Plants and propagation material

Israel exports a variety of plants and propagation material, including cuttings, seedlings for the home garden, cut flowers, pot plants, tissue culture material, bulbs and seeds. The country's exports of seedlings are to the tune of $50 annually and are constantly on the rise.

Flowers bulbs

Israel produces a wide range of flower bulbs, many of which are unique products of the country. The bulbs are used for cut flowers, as well as for garden and pot plants. In addition, to propagation material, Israel exports a wide variety of flowering pot plants as a finished product.

The narcissus bulb is the leader in the export market. Each year, approximately 30million bulbs, developed and produced in Israel, are exported to Europe and the USA. The amaryllis (Hepiastrum) bulb, popular during Christmas and other holidays is grown in a soilless media. By warming the ground to 22 C, the bulb is induced for blooming during the holiday season.