Abstract
Cut flower production and trade in the E.U. and the rest of the world holds the main share within the ornamental horticulture industry. Despite the global economic crisis started in 2008, changes in cut flower trade, such as the merge of the 2 major auctions in Holland (i.e. VBA and FloraHolland), resulted in stabilization or even small increases in stem number sales for the years 2008-2010 (Evans & Van der Ploeg, 2008; Anonymous, 2011). In other words, the importance of cut flower industry in global economy is undisputed, but also reflects the human need for ornamental plant consumption as part of a better life.
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