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Visit of Procurement
Manager of Top Flora U.K
On the initiative taken by the Marketing Department
for linkages development of local industry with
international market, Mr Sajid Rafique (Procurement
Manager of Sierex & Topflora UK) was invited to
visit Pakistan to assess flora industry here. In
this regard a meeting of leading flower growers and
exporters was arranged with the guest at PHDEC Head
Office on 7th October 2009 and afterwards field
trips were arranged to see the actual farm
situation.
The following were present at the meeting:
PHDEC Officials:
1. Mr. Muhammad Iqbal, A/CEO (In Chair)
2. Mr. Kashif Niazi, Marketing Manager
3. Mr. Asif Malik, Assistant Manager Business
Development
4. Mr. Raheel Abbas, Management Associate Marketing
Top Flora U.K:
Mr. Sajid Rafiq, Planning and Procurement Manager
Growers/Exporters:
1. Mr. Muhammad Yousaf Sial, President Pakistan Cut
Flower Growers Association
2. Mr. Allah Yar Mian, Grower
3. Mr. Khalid Hussain, Grower
4. Mr. Sajjad Hussain, Grower
The meeting started with recitation from Holy Quran.
The chair welcomed the guest and elaborated the
efforts rendered by PHDEC for the uplift of the
flora industry in Pakistan. The Chair highlighted
the projects like Matli Flora Farm and proposed CFC
in Patoki. He explained to the guest that if our
growers are given certain incentives they would
produce the best quality flowers according to the
international market demand.
The guest explained the working of flora industry in
U.K. He iterated that UK flower industry is over
£2.2bn a year and demand for flowers at competitive
prices is quite high where India is recently
becoming a strong player. He also explained that his
own company Top Flora has turnover of more than 1.2
billion pound sterling per annum whereas they use
only 120 flower varieties out of millions available.
He pointed out the high demand times of the year
like Christmas, Valentine and the hot selling
varieties.
Sierex & Topflora are part of Ciccolella Group (www.ciccolella.eu)
and is a public limited company on Italian stock
exchange. They employ around 3000 people around the
world and have a group turnover of 500m a year.
Ciccolella owns a variety of company ranging from
cut flower supplier, plant suppliers, flower growers
etc. Group strategy is to dominate Europe and
achieve a turnover of 1bn a year.
Manger Marketing appreciated the patriotic sense of
the guest and explained that as the Top Flora is
procuring flora varieties from India, it can look
into the possibility of sourcing from Pakistan also
as both have the same climatic conditions and
infrastructure. He pointed out that a Pull factor is
required for change/improvement in the local flora
industry of Pakistan and sought the help of the
guest for promoting flowers grown in Pakistan. With
right guidance, right attitude and right people, we
can introduce Pakistani flowers into rest of the
world. Mr. Kashif also explained that the Marketing
Department has arranged a field visit for the guest
to help him better understand the local farm
practices.
Possible Outcomes:
The visit, related meetings and subsequent field
trips of Mr Sajid were very successful as the local
industry learnt many new things from the guest, a
contact was developed for further commercial/trial
consignments and the guest gathered a clear view of
the status of local industry. Following were the
main outcomes:
Knowledge transmission to the local
growers/exporters
Initiating an upgradation direction for local
industry
Certifications like MPS and GlobalGAP are
mandatory for entry into retail sector of European
markets
Window of Opportunity for Pakistan exists in
initiating exports of Carnations and Gladiolus to UK
as its roses might not fair well under competition
there.
Few of the tropical foliages which are abundant in
Pakistan like Draceana Marginata, Draceana Sandriana
Victory and Cordyline Shelbert/Snow Top has demand
in the UK market and can fetch fair prices if
exported.
Further Actions Required:
1. Mr Sial and Mr Sajjad has been requested to
provide Ph test reports of their soil which Mr Sajid
Rafique has kindly agreed to be analyzed further by
his technical dept to provide suggestions for
varieties suitable for growing here and has export
potential also.
2. Local industry should participate more in
international fairs/benchmark studies for enhancing
their sector with new techniques and technologies.
3. New varieties and technical guidance be sought
from international research centers/companies whose
linkages will be provided by Mr Sajid.
4. Initiating exports of foliage to international
markets where quality standards are strict like UK,
European, etc
5. Introducing our flowers to less strict markets of
Russia, UAE, Lebanon, etc.
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