Retailers take the lead in the flower supply chain in a bid to cut wastage

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The cut-flower supply chain is seeing a fundamental shift, as retailers trying to maintain or increase sale values are moving from a ‘push’ to a ‘pull’ model, with Bama Groupen, Norway’s largest private distributor of fruit and vegetables, leading the charge.

The value of Africa’s cut flower sales to Europe amounts to some $500m – but about 20% of the value is wasted through poor temperature control along supply chains, a loss of $100m for retailers.

“One quarter of the shipments from ...