Market Overview

Government of Canada Helps Flower Growers Open New Markets


TORONTO, ONTARIO--(Marketwire - March 23, 2012) - Canadian flower growers can further expand their profitability with the support of the Government of Canada. At the Canada Blooms Flower and Garden Festival today, Member of Parliament John Carmichael (Don Valley West), on behalf of Agriculture Minister Gerry Ritz, announced an investment of almost $380,000 for Flowers Canada Growers (FCG) to cultivate new international market opportunities.

"Our Government's top priority remains the economy, and Canada's flower growers play an important role in keeping our economy strong," said MP Carmichael. "This investment will help increase awareness of the value and quality of Canadian-grown flowers to help connect exporters with new buyers, leading to increased profits for our growers."

An investment of more than $145,000, delivered to FCG through the Canadian Agricultural Adaptation Program (CAAP), will go towards improving access to new chrysanthemum genetics and developing an economic impact study of the sector in Canada. An additional $95,000 is being delivered to create a biosecurity and traceability strategy for the floriculture sector in Ontario. This will provide flower growers with tools to respond quickly to new and emerging quarantine threats, as well as pathfind and pilot the solutions to these threats.

Nearly $140,000 will be invested through the AgriMarketing Program to help FCG facilitate market exports and boost sales internationally, in particular in the United States, Germany and the Netherlands. The investment will help Canadian growers differentiate the high quality of their products from others on the market, and promote them abroad.

"This funding will allow Canadian flower growers to better understand their export market, share information with international buyers through the directory of greenhouse growers, and facilitate flower exports," said Dean Shoemaker, FCG Executive Director. "These projects will go a long way in helping FCG enhance the profitability and competitiveness of the floriculture industry as a whole and will contribute to the economic sustainability of the sector by assisting floriculture producers in maintaining their strong relationships in trade."

FCG represents greenhouse growers across Canada, as well as distributors and importers/exporters dealing with cut flowers, potted plants, bedding plants, cut greens and specialty supplies and services. This industry brings in approximately $1.5 billion in farm-gate sales and helps to sustain more than 20,000 full- and part-time jobs in this country.


Canadian Agricultural Adaptation Program (CAAP)

CAAP is a five-year (2009-2014), $163-million program that supports the agriculture industry's ability to seize opportunities, respond to new and emerging issues, and remain competitive.

The Next Phase of Canada's Economic Action Plan, coupled with other Government of Canada programs and initiatives such as CAAP, continues to help the Canadian agricultural sector adapt and remain competitive by emphasizing job creation and strengthening the economy. The investments in new business opportunities will help to further reinforce Canada's agricultural sector and economy for the future.

For more information on CAAP, please visit

AgriMarketing Program

The AgriMarketing program helps industry to implement long-term international strategies, which include activities such as international market development, consumer awareness, promoting the Canada Brand and industry-to-industry trade advocacy.

The Government of Canada has also developed a Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector distinguish itself from key competitors in international markets. The Canada Brand encourages buyers overseas to associate Canadian products with quality, commitment, trustworthiness and the clean land and water for which Canada is known.

As a recipient of AgriMarketing funds, Flowers Canada Growers (FCG) will help brand Canadian agricultural products around the world, building greater recognition for the quality, safety advantages and environmental benefits of Canadian products. Tools and promotional items are available to FCG as a registered Canada Brand member to help develop its marketing strategies and activities.

To find out more about the AgriMarketing program or the Canada Brand international strategy, visit or

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