Business in bloom early for flower traders

JAKARTA (JP): As the rest of the economy is still struggling to recover, the flower industry in the capital is blossoming with sales reaching the precrisis level of 1997.

"We have seen signs of increasing demands for the commodity and we plan to intensify promotional activities," Bambang Wisanggeni, head of the Flower and Decorative Plant Promotion Center in Rawa Belong, West Jakarta, told The Jakarta Post on Saturday.

Sales were expected to reach Rp 10 billion (US$1.05 million) between July and August, about the same recorded in the same period in 1997, Bambang said.

July and August have traditionally seen the highest sales during the year because of strong demands in connection with lengthy celebrations of Jakarta's anniversary on June 22 and National Independence Day on Aug. 17.

"Traders are vying to supply flowers to various events held during these two months," he said, adding that many government office buildings would also be placing their orders.

The center said that total flower sales in Jakarta reached Rp 13 billion in 1997. Sales dropped to Rp 10.5 billion in 1998 and remained stagnant last year.

Bambang said the center planned to set up its own website to help promote sales.

He also hoped that the center would stage two flower exhibitions a year, instead of one in the past, to increase public awareness about the flower business.

"By doing so, we can market flowers more effectively and make them more popular," he added.

"Hopefully, the efforts will encourage more people to make flowers a part of their daily life, and not only during special occasions," he said.

Hotels, restaurants, wedding organizers and offices are among the largest flower buyers in the capital all year round. Sales pick up during special events such as Idul Fitri, Christmas and New Year.

The promotional center, which accommodates some 250 small traders and floriculturalists, receives flowers mainly from Cipanas, Bandung, Sukabumi and Garut in West Java.

It creates jobs for more than 1,000 people in the area.

Commenting on a better marketing approach, Een Supandi, head of the Puspa Pesona cooperative of flower traders, proposed that bulk sales be conducted through auctioning.

"It is a method that protects buyers because we would aim at selling good quality flowers at reasonable prices," Een said.

The method would also boost the professionalism of floriculturalists and traders as they would have to learn to maintain certain standards, he said. (06)