Abstract
In Brazil, formal wholesale trade of floriculture products is concentrated in the state of São Paulo, which represents 90% of the national market. Through the most diverse sales systems, wholesale trade of flowers and ornamental plants is in expansion and is carried out both in supply centers and sales centers. The aim of this study is to present the characteristics, dynamics, and history of trade in the main flower and ornamental plant wholesale markets in Brazil. To analyze these markets, we collected primary data provided by the wholesale markets themselves and secondary data obtained from bibliographic research. The wholesale flower and ornamental plant market in Brazil is concentrated in the state of São Paulo, although there are supply centers in other states. This market is mainly formed by Veiling Holambra, CEASA/Campinas, CEAGESP-ETSP, and Cooperflora/Floranet, with transactions of more than R$ 732 million/year, and 48.77% of this amount is through Veiling Holambra.
Highlights
In Brazil, formal wholesale trade of floriculture products is concentrated in the state of São Paulo, representing 90% of the Brazilian market
These transactions mainly occur at the Cooperativa Veiling Holambra (Veiling Holambra) [Veiling Holambra Cooperative], at the Mercado Permanente de Flores e Plantas Ornamentais [Permanent Flower and Ornamental Plant Market] of CEASA/Campinas (CEASA/Campinas), at the Entreposto Terminal São Paulo [São Paulo Terminal Trading Center] – ETSP (CEAGESP-ETSP), and at the Cooperflora/Floranet (JUNQUEIRA and PEETZ, 2008)
This information was sent by managers and those responsible for the markets of Veiling Holambra, Cooperflora/ Floranet, CEASA/Campinas, and CEAGESP-ETSP
Summary
In Brazil, formal wholesale trade of floriculture products is concentrated in the state of São Paulo, representing 90% of the Brazilian market These transactions mainly occur at the Cooperativa Veiling Holambra (Veiling Holambra) [Veiling Holambra Cooperative], at the Mercado Permanente de Flores e Plantas Ornamentais [Permanent Flower and Ornamental Plant Market] of CEASA/Campinas (CEASA/Campinas), at the Entreposto Terminal São Paulo [São Paulo Terminal Trading Center] – ETSP (CEAGESP-ETSP), and at the Cooperflora/Floranet (JUNQUEIRA and PEETZ, 2008). Auction or Klok is the trading system adopted by Veiling Holambra. This system is known for the speed with which transactions occur. The auction occurs in reverse, i.e., it begins with the maximum price, which decreases as time passes, until the buyer picks up the goods
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