Umweltschonende Blumen- und Zierpflanzenproduktion - Anforderungen und Wettbewerbschancen

The horticultural plant production results in environmental deterioration due to apply of production materials like energy, water, growing medium, fertilizer and pesticides. More and more vegetables are grown on increasingly large areas with environmentally protective standards, whereas in ornamental horticulture the conventional methods continue to dominate. This report will try to clarify whether environmentally protective standards in plant production are also for flowers and ornamental plants a sensible solution and economically viable. Of special importance, however, is the assessment of commercial opportunities for horticultural plants. For this purpose I will thoroughly investigate both, supply and demand. This research is, first of all, based on the environmental impact and the consumers’ expectations with regard to plants. Here, however, the supply side is of special interest. On the basis of corporate structures prevalent at present in Austria, in production as well as in trade, I will try to assess the probability and the success of a(n individual) market launch. However, whether and which of the two segments on the supply side shall take the first step has to remain open.