When we talk about the diversity of our flowers, perhaps we think only of the immense number of species that we plant and export in Colombia. But we do not consider a new trend significantly impacting the differentiation of our products, and that has emerged as a new option for the most risk-taking customers.
I am talking about the beauty and immense diversity that the tinted Colombian flowers have. But, when I say tinted flowers, I am not only talking about the classic blue for Memorial Day or green for Sant Patrick’s day.
The new generations of consumers insistently demand new colors and differentiated products, which sparked Colombian farms’ interest in developing new techniques. Then, after countless trial and error tests, unimaginable products have been created for a market that does not know limits.
Many of our clients ask how do we do this process?. There are currently three methods for dyeing: immersion, absorption, and spraying; the method depends on the physiognomy of the product and the characteristics of the dyes used.
For example, the pompoms are dyed mostly by spraying, generating the option to use the full range of colors. On the other hand, the carnations are mostly dyed by immersion, restricting the color options due to the limited supply of dyes that have the qualities to use this method.
However, there are multiple possible method combinations, and the result will always depend on the cunning, discipline, and imagination that each farm puts into this product.
An essential advantage of this product is that, in the tests performed, flowers have a vase life similar to the natural flower, and sometimes with some products, it can be longer. That is a significant result and guaranty for the customers.
Currently, the market demands non-traditional colors, and the farms have understood that each market prefers different dyeing. For example, the Japanese love dyes of soft and pastel colors, while Russian markets like the most vivid and cheerful colors
The road is still long, and the most exciting thing is that there is vast potential. Nowadays, the farms with more niches for this market dye on average 8% of their total production.
Meanwhile, emerging markets such as Korea and Eastern Europe have the capacity to consume 3 to 4 times more than what is currently offered. So it is still uncertain where the potential of demand could be or what the limit is since dyed flowers are products that can constantly be renewed, and every day new consumers join to try these products.
On the supply side, this is usually lower than the demand, and the current capacity of many farms is not adequate for the market they could have.
Currently, the most significant consumption of tinted flowers is generated in Mothers’ Day, autumn, and Halloween season ; however, there are new seasons where tinted start to grow as Father’s Day and the week of the LGBT community.
The market for these products is almost anywhere natural flowers are consumed and the most used channel are specialized distributors since these are attended more frequently by consumers looking for innovative products and specialized event companies.
Our Halloween season will begin in a few days, and this holiday will be more special this year because the orders of tinted products arrived with a big anticipation and are increasingly personalized.
The market for those products are anyware due
Who would have thought that a carnation or a rose could have black and orange color in the same petal and this in turn combined with a fantastic combination of other colors such as greens and purples?
This Holliday will be more than chilling because there are three products with colors that are not usual, and this calls new generations to use our products and give them new uses that were not imaginable before.
Not only do florist shops, restaurants, and special event companies want to celebrate Halloween, candle makers and interior decorators now demand these products more than ever for these seasons.
However, not all is a happiness. if the product is very nice and have a good demand. Why this not increase faster?
The challenges demanded by this new trend are also innumerable; having a new product requires finding space and time in all the company’s processes.
Among the main challenges is finding suitable varieties that have good behavior with the tinted uniform colors and support the trip. Also, adapt the facilities and find the flows to obtain efficiencies in the processes to protect profitability and avoid returns that, due to the characteristics of this product, would significantly affect the return of the operation.
In addition, the last challenge, without being less important, is to obtain the most appropriate colors that fit each market niche since being infinite, the possibility of combinations, colors selection, and doses of the tinted program of each farm can be unique.
This generates a specific limit in production, limiting availabilities to the final customers.
If we want to maintain exponential growth in these products, we must accept that the additional processes they demand must be automated not to be crushed by inefficiencies in the future.
As in any new trend, constant innovation is the most important. That is why several farms have made big advances in their techniques, thanks to strategic alliances with dye manufacturers companies. An example of this is the fluorescent tinctures that make the benefits of the flower shine at night, an unimaginable scenario for flowers a few years ago.
In the same way, there are innovations in dyes that when they receive direct sunshine, their colors change and generate a beautiful and unique effect in each flower.
Colombian farms surely will not stop on this new tendency, and proof of this is that since 2020 we have been trying to add fragrances to our tinted flowers.
However, this will take time. There will surely be a new edition of this blog to tell you the advances of this latest attempt to shake new market niches, generate differences in our industry, increase prices and get new customers.
ANDRES OLIER JARUEGUI
DON EUSEBIO FARM