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The Experiences of New Zealand Floriculture Export Producers in the Changing International Market: What Can Be Done to Strengthen the Sector’S Capabilities?

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The Experiences of New Zealand Floriculture Export Producers in the Changing International Market: What Can Be Done to Strengthen the Sector’S Capabilities? The Experiences of New Zealand Floriculture Export Producers in the Changing International Market: What Can Be Done to Strengthen the Sector’s Capabilities? Indra Ratnayake MPhil 2016 The Experiences of New Zealand Floriculture Export Producers in the Changing International Market: What can be done to Strengthen the Sector’s Capabilities? Indra Ratnayake A thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Master of Philosophy Faculty of Culture and Society 2016 i ii Abstract This research focused on the New Zealand floriculture industry, an important foreign exchange earner and employment provider that has silently contributed New Zealand’s national and regional economies over the past four decades. Internationally the global floriculture industry and market is growing, providing opportunities for many. At the same time, international industry dynamics are constantly changing, bringing in challenges for industry stakeholders worldwide. This has made it important to evaluate the New Zealand floriculture industry’s ability to face future challenges. In view of that importance, this research was designed to develop a knowledge base on New Zealand floriculture industry by investigating the floriculture producers’ industry and export experiences in the changing international environment. A mixed method approach was applied in this research to bring together evidence from multiple sources, including documents, industry reports, production and trade statistics, participant interviews, and author self-reflection. The analysis was designed to identify the important developments in the international settings that impacted the New Zealand export floriculture industry, and to draw lessons from the New Zealand grower experiences in the dynamic and changing international marketplace. The research revealed that a significant and rewarding floriculture industry was established in New Zealand in the mid-twentieth century, earning a strong reputation for product quality and consistency and becoming a leading and important supplier from the region to Japan, USA and the major import markets in Europe by 2000. As the global floriculture industry exhibited remarkable accelerated growth from the early 2000s, it provided opportunities for many countries’ development of this sector. In many developing countries, floriculture industries were developed within national development agendas which provided government support in a number of areas, and under trade facilitation schemes. Floriculture producers across the world reaped the benefits of this growth, but the New Zealand floriculture industry did not enjoy comparative expansion or rewards. The early competitive edge New Zealand floriculture exporters had enjoyed in major international markets appeared to be in decline. Despite this, today the sector remains a significant source of production, employment and export earnings for New Zealand. Current actors in the New Zealand floriculture industry have proved their resilience in the face of demanding international challenges and adversities. The research findings highlight the strengths that are apparent, and then draws conclusions of how an appropriate national policy framework could be developed to respond to future challenges and ensure a sustainable future for the New Zealand floriculture sector. iii iv Contents Abstract ........................................................................................................................ ii List of Figures .............................................................................................................. vi List of Tables .............................................................................................................. vii Attestation of Authorship ........................................................................................... viii Acknowledgements ....................................................................................................... x Ethics Approval ........................................................................................................... xi Chapter 1 Introduction .................................................................................................. 1 1.1 Rationale ........................................................................................................ 1 1.2 Background .................................................................................................... 2 1.3 Structure of the Thesis .................................................................................... 3 Chapter 2 Methodology ................................................................................................ 5 2.1 Theoretical paradigm of methodology ............................................................. 5 2.2 Research design and procedures ...................................................................... 6 2.2.1 Quantitative research approach ................................................................ 7 2.2.2 Qualitative research approach .................................................................. 8 2.2.3 Reflection on the researcher’s own industry experiences .......................... 9 2.3 Analysis approach ........................................................................................... 9 Chapter 3 Literature review ......................................................................................... 13 3.1.1 Summary ............................................................................................... 17 Chapter 4 The international floriculture context .......................................................... 19 4.1 The historical development of the global floriculture industry ....................... 20 4.1.1 The Dutch and European floriculture Industry ....................................... 20 4.1.2 Japanese floriculture industry ................................................................. 21 4.1.3 Growth of the Israeli floriculture industry .............................................. 22 4.1.4 Dutch floriculture industry expansion (foreign investments) .................. 23 4.1.5 Development of USA and Central American flower industries ............... 24 4.1.6 Development of New Zealand floriculture industry ................................ 25 4.2 International support for floriculture industry development ........................... 29 4.2.1 International accelerated export development programmes .................... 29 4.2.2 International floriculture trade facilitation .............................................. 30 4.2.3 Floriculture industry development in developing countries .................... 31 4.3 The present status of world floriculture Industry ........................................... 33 4.3.1 Floriculture Production .......................................................................... 33 4.3.2 Analysis of the world floriculture production dynamics ......................... 35 4.3.3 World trade of floriculture products ....................................................... 37 4.3.4 World floriculture exports - historical trends .......................................... 38 4.4 The New Zealand floriculture industry .......................................................... 44 4.5 Researcher reflections on the New Zealand floriculture industry ................... 45 4.5.1 Summary ............................................................................................... 50 v Chapter 5 Findings: Experiences of New Zealand export floriculture growers ............. 53 5.1 Introduction .................................................................................................. 53 5.2 Findings/Results ........................................................................................... 55 5.2.1 Phase 1: Lucrative period of the New Zealand floriculture industry (mid 1980s to 2001) ............................................................................................ 55 5.2.2 Phase 2: The challenging period of the New Zealand floriculture industry (2001-2008) ........................................................................................................ 60 5.2.3 Phase 3: Intense challenges and struggle for survival of the New Zealand floriculture industry (2008 onward) ..................................................................... 62 5.2.4 Perceived importance of the industry and industry support ..................... 68 5.2.5 Participants’ response to the challenges ................................................. 69 5.2.6 Advantages and disadvantages of the New Zealand floriculture sector from the participants’ perspectives ...................................................................... 71 5.2.7 What can be done? Participants’ suggestions for improvements ............ 74 5.2.8 Summary ............................................................................................... 78 Chapter 6 Discussion .................................................................................................. 79 6.1 New Zealand floriculture industry performance in the changing international market ..................................................................................................................... 79 6.1.1 Phase 1: Mid 1980s-2000 Lucrative phase of the New Zealand floriculture industry 83 6.1.2 Phase 2: 2000-2008 Challenging phase for the New Zealand floriculture industry 84 6.1.3 Phase 3: 2008 onward – Intense challenges
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