Issue 20

Tropical Thai orchids are in high demand around the world. Developing the quality of Thai orchids could enhance both sales volume and value.

The uniqueness of orchids lies in their appearance, shape, colour and durability. However, many factors, such as temperature, humidity and water play important roles in determining the quality of the orchid, according to the head of the exporter association.

“Thai orchids are originally derived from wild orchids which bloom once a year and become houseplants and then economic pants subsequently,” explains Jade Meyanyieam, President of Thai Orchid Exporter Association. “There are many new orchid species, both flowers and plants, due to the many orchid farmers who are developing their own types. The main focus for developing a new species is to be able to grow increased blossoms and have colours and shapes according to market demand.”

The value of the global orchid industry is US$400 billion. In Thailand export revenue for 2014 amounted to US$33.47 billion, placing Thailand top in the tropical orchid market. Key markets include Japan, Italy, France and the US.

“As flowers are used for different purposes, such as to express feelings, to build relationships or to freshen up the atmosphere, therefore, demand varies between different markets, especially during seasons or festivals around the world; for example, Saints’ Days in Italy, Mother’s Day in the US, Chinese New Year in China, Obon Festival in Japan,” says Meyanyieam, adding that due to its size the Thai orchard industry has the flexibility to respond to fluctuations in world demand.

By maintaining the high standard of Thai orchids, the industry is also seeing the emergence of new markets. “Russia, Africa, Jordan and Israel are the new countries who are interested in our Thai orchids,” says Meyanyieam. “Thailand is able to produce around 50,000 tonnes of orchids per year while exporting around 20,000 tonnes per year. Actually export capacity is still not enough to meet world market demand.”

Meyanyieam also stresses the importance of marketing. “We need to do marketing in terms of promoting the value of Thai orchids. At present, Thailand’s dendrobium is still the top orchid exported in the world. To keep developing the species and maintaining the unique character of Thailand’s orchids is the key way to secure the country’s top ranking for tropical orchids.”

For more information, please visit www.thaiorchidexporterassociation.com

Words by Natthinee Ratanaprasidhi