Abstract
This paper investigates the influence of postharvest science on the New Zealand floriculture industry and then considers how new drivers of the affluent flower consumers (i.e., environmentally sustainable production) might be addressed by the NZ industry in the future. Market demand trends have historically been achieved through delivering novelty (e.g., new genetics or new crops), 'massaging' harvest windows to meet demand (production technologies), understanding plant physiology to deliver quality products (postharvest technologies), and through marketing techniques (targeting specific demographics, social obligations, cultural influences, value perceptions). The role of postharvest science has been to support delivery of quality products, usually defined by having an optimal vase life. This research meets the needs of our 'direct' customers: the exporters, and wholesale and retail marketers. Rarely do we consider the purchase drivers for end-consumers. As the NZ floriculture industry strives to deliver into high-value niche markets around the world, there is a need to better understand the drivers of our end-consumers. To this end, we believe there is an opportunity for postharvest science working in conjunction with preharvest science to support more sustainable production of cut flowers.
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