Driving forces and characteristics of the value chain of flowering potted plants for the german market

The study investigated the value chain of flowering potted plants supplying the German market and the drivers influencing chain actors. The study builds on strategic and horticultural value chain literature. Data was collected by conducting 20 in-depth interviews with chain actors from different stages in the value chain and analyzed through qualitative content analysis. Results showed that the value chain of flowering potted plants is divided in two pathways due to distinct propagation methods, either generative (seeds) or vegetative (cuttings). Whereas propagation material is generally produced in southern countries, such as Africa and Central America, young plants and potted plants are cultivated within Europe. The paper identified driving forces such as retailer require-ments, weather conditions, price pressure and inno-vations. Furthermore, the study provides an overview of chain activities and processes to help the sector anticipate developments, and support stakeholders in future decisions.