Studying the Market Potential for Specialty Cultivars of Sunflower Cut Flowers

Abstract

In the United States, there is an increasing demand for field- or greenhouse-grown, specialty, locally grown cut flowers. However, certain cultivars of cut flowers are not readily available in the market. The purpose of this research was to produce a crop of novelty sunflowers (Helianthus annuus ‘Firecracker’) and study the marketability of the cut flowers to wholesale and retail florists and consumers. The plants were grown in greenhouses. Stems were harvested and shown to local floral wholesalers/retailers who were individually interviewed on their perceptions of the cut flower as a product. Farmers’ market patrons were administered a quantitative survey to determine their perspectives on locally sourced products and willingness to pay (WTP) for the specialty cut flower (SCF). Results indicated half of the local florists interviewed responded positively to locally grown floral products in general, with all florists willing to pay at the least the same amount for the SCF as they are currently paying for their standard commercially grown, imported cut sunflowers. Farmers’ market customers expressed a WTP of $1.34/stem and/or $10.13/bunch of 10 stems for the SCF with participants who expressed a higher concern for sourcing local products often more willing to pay a higher price for the SCF. Furthermore, among demographic comparisons, there were no differences in WTP based on age, income, and education. However, females were more likely to purchase the SCF when compared with males, and African-Americans were less likely to buy the SCF and willing to pay less for 10-stem bunches when compared with respondents of other ethnic backgrounds. Although many buyers responded positively to the product, results indicate women and those who prefer to buy local would be a good target demographic market for the product.