The marketing of flowers in the United Kingdom

Identifies a small market (flowers) in comparison with western Europe – one with growth potential and examines the particular problems of this commodity. Gives a realistic assessment of the possibilities for expansion. Highlights that flowers are costly to produce, fragile to handle, have a life of no more than a few days in most cases and are used mainly as expressions of sentiment and ornament rather than for more utilitarian purposes. Summarises that flowers have a special place in consumers' appreciation, but one that could easily be lost by the use of clumsy or over‐reaching tactics.