Market-Oriented Research as a Strategic Tool in Ornamental Science

The dynamic floriculture industry is constantly looking for new products, technologies and market niches. This process is largely based on research and development, and requires strong collaboration between many of the links in the production chain. Major shifts in the world economy, society and technology are leading to dramatic changes in the floriculture industry, from a production-driven to a customer-driven strategy, while developing market-oriented supply chains. Therefore, new ornamental products can be developed by researchers and breeders only in collaboration with efficient producers and satisfied consumers, linked together in mutually beneficial ways. This paper demonstrates how the principles of a market oriented supply chain provide a strategic framework for new research projects, focused collaboratively on plant biology, production technologies and cross-border value chains. The new industry of Peony cut flowers, developed in Israel during the last 15 years, was supported by scientific research. As a result of extensive market studies, the evidence suggested a high potential for Peony flowers in the international markets in early spring. Detailed studies of plant development and flowering physiology formed the basis for developing several practical methods for cut flower production in Israel. Market-oriented research was established on propagation material for early perennials - Potennials T - aimed for special markets niches in North America and Europe. This project is based on the comparative advantages of Israeli horticulture - intense plant development during the mild Mediterranean winter, early harvest and sea transportation of the propagation units to international markets. The results of these projects have led to strong collaboration between industry and research, the developing of new products, competitive market strategies and new market oriented supply chains. This paper demonstrates how supply chain principles provide a strategic framework for new research projects, viewed collaboratively on market oriented research plant biology, production technologies and cross-border value chains.