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1、LiteratureReviewofDocumentedHealthandEnvironmentalBenefitsDerivedfromOrnamentalHorticultureProductsFINALREPORTLiteratureReviewofDocumentedHealthandEnvironmentalBenefitsDerivedfromOrnamentalHorticultureProductsFINALREPORTPreparedfor:AgricultureandAgri-FoodCanadaMarketsandTra
2、de1341BaselineRoad,Tower7,7thFloorOttawa,OntarioK1A0C5Attention:StephenPageandJohnHansonoftheAAFCValueChainRoundTableSecretariatonbehalfoftheOrnamentalWorkingGroupoftheHorticulturalValueChainRoundTableTelephone:613-759-6237Contactemail:pages@agr.gc.caPreparedby:CherBrethour
3、,GarryWatson,BethSparling,DeliaBucknelland Terri-lynMooreDate:March15,2007vGeorgeMorrisCentreLiteratureReviewofDocumentedHealthandEnvironmentalBenefitsDerivedfromOrnamentalHorticultureProductsFINALREPORTEXECUTIVESUMMARYTheCanadianornamentalhorticultureTheCanadianfloricultur
4、eandnurseryindustriestogetherareoftenreferredtoas‘ornamentals’or‘theornamentalindustry’.Thephrase‘ornamentalhorticulture’alsoincludesthesodandChristmastreeindustries.industry,witha2005farmgateproductionofapproximately$2.2billion,isoneofCanada’sbestkeptagriculturalsecretsand
5、successstories(Watson,2006).However,thedomesticmarketforornamentalshasremainedrelativelyflat,despitetheincreasedinterestingardeningandlandscapingoverthepasttwodecades,becauseflowers,indoorplantsandlandscapinghavetocompetewithmanyotherluxuryitemsfortheCanadianconsumerdollar.
6、TherecentslowdownintheCanadianindustryhasbeenmirroredaroundtheglobeasaresultofhigherenergyandlabourcosts,increasedcompetitionanddepressedconsumerspending.Tosurvive,theindustryhastosellmoreplantsorflowersandobtainhigherprices.Thefourwaystoincreaseornamentalsalesare:·Increase
7、thenumberofpurchasinghouseholdsandyoungercustomers·Increasethefrequencyofpurchasesbyexistingbuyers·Increasethetransactionvalueperbuyingoccasion·CreateapopularcultureofpersonaluseandenjoymentofornamentalsAlloftheserequirenewandcollaborativemarketingschemesthatpromoteornament
8、alflowersandplantsindifferentwaysthanhavebeenusedinthepast.Thepurposeoftheprojectw
