Market management: the impact on the development of an ornamental plants supply chain in Curitiba, Brazil

The results of a study of the impact of market management on the ornamental plants supply chain are presented, using Curitiba, which is considered the most expressive flower market in Parana State, as a case study. The flower market in Parana ranks fifth in Brazil in terms of the volume of commercialization and sixth in terms of per capita consumption. However, this State, which initiated floriculture activities nearly 50 years ago, does not have a prominent florist supply pole, although adequate environmental conditions for such activities exist in Parana. Therefore, to obtain more information about and a better understanding of the determinants of this scenario, a literature review and interviews were conducted. The flower shops structure and operations (retail and wholesale), as well as the relationship among traders and other links in the supply chain, were characterized. Current floriculture sector market management practice does not meet the specific requirements to ensure either an adequate structure or the sustainability of the flower sector supply chain in Parana State.