Source: PACIFIC PARADISE ORCHIDS submitted to NRP
COORDINATED PRODUCTION AND MARKETING SYSTEM FOR FLOWERING ORCHID PLANTS
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
SMALL BUSINESS GRANT
Reporting Frequency
Annual
Accession No.
0201041
Grant No.
2004-33610-14946
Cumulative Award Amt.
$200,000.00
Proposal No.
2004-02682
Multistate No.
(N/A)
Project Start Date
Sep 1, 2004
Project End Date
Feb 28, 2007
Grant Year
2004
Program Code
[8.9]- (N/A)
Recipient Organization
PACIFIC PARADISE ORCHIDS
15 - 1400 AUINA STREET
PAHOA,HI 96778
Performing Department
(N/A)
Non Technical Summary
Potted orchids has a wholesale value of $107 million and is the second-ranked flowering-plant in the U.S. The major problem for Hawaii producers is distance from market and high air transportation costs of tall plants. This proposal seeks to address this problem through an innovative coordinated production and marketing system. By developing new technology to control orchid plant height, coordinated with adding value through new plant forms and packaging that addresses transportation costs and needs of buyers, this innovative system directly addresses the problem of distance to market. Technologically controlled forms of orchid plants to specific height parameters will result in lower shipping costs and innovative plant products, which, combined with value-added packaging will result in long-term competitiveness of Hawaii growers in overseas markets, and sustain one of Hawaii's most promising specialty crop industries.
Animal Health Component
100%
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
2062122105070%
6042122301030%
Knowledge Area
206 - Basic Plant Biology; 604 - Marketing and Distribution Practices;

Subject Of Investigation
2122 - Potted plants;

Field Of Science
3010 - Economics; 1050 - Developmental biology;
Goals / Objectives
1.To reduce inflorescence length through the direct application of uniconazole and paclobutrazol, to inflorescence buds at an early stage of development (Stage 3), with a focus on Oncidinae, related intergenerics and other orchid genera that possess lengthy floral spikes. 2.To reduce inflorescence length and alter overall plant conformation through application of uniconazole and paclobutrazol to young plants prior to the development of inflorescence buds (Stage 1 and 2) with a focus on Oncidiinae, related intergenerics and other orchid genera that possess lengthy floral spikes. 3.To produce plants using a scaled up version of the treatment protocols developed in Objectives 1 and 2. 4.To develop packaging that address shipping and merchandising requirements and test market the plants with suppressed height and value added packaging.
Project Methods
Objective 1 Direct application of the growth regulators to visible inflorescence buds at Stage 3 of development within the leaf sheaths will be made with a repeating pipetter, which will deliver a pre-set volume of solution to each bud. This will insure that the target tissue (bud) is contacted and uniformly treated. A series of experiments will be done to determine the optimum concentration to achieve the desired effect 80 ppm uniconazole and 200 ppm paclobutrazol will serve as the baseline concentrations with higher and lower treatment concentrations bracketed around these baselines. At least 5 plants of each cultivar will be treated with each concentration Objective 2 Trials with Stage 2 Plants. To evaluate the effects of a single application of paclobutrazol and uniconazole on young plants during Stage 2 development of the first flowering pseudobulb, plants that have been transplanted into 10 cm (4 inch) pots will be treated with a foliar application of varying concentrations. These concentrations are based on the following considerations: (a) at this immature stage, plants are highly responsive to the plant growth retardants, (b) earlier trials during Phase I showed that desirable reductions in inflorescence length were achieved with 80 ppm uniconazole and promising results were obtained with 200 ppm paclobutrazol. Objective 3 Plant varieties that were successfully treated under Objectives 1 and 2 of this proposal will be subjected to a scaled-up production protocol based upon the experimental methods applied. In the scaled up protocol, plants will be placed on a regular production schedule, and cost comparison will be made of the treated plants with the current cost of production for similar product. Since current production practices require selection of plants according to size and inflorescence development, the added factors to cost of production are (1) the application of treatment, (2) any extended time on the bench required for the plant to flower, and (3) any plant losses, including un-marketable plants, beyond those already experienced for like product. Data will be kept on these three factors and compared with company records of known costs of production for like product. Marketability will be scored on the same scale used in Objectives 1 and 2. Objective 4 Packaging will be developed to co-ordinate with the needs of transportation, market and merchandising and the specific conformation of the plant varieties. A Pallet Shipping/Display in which shelves of different heights, accommodating up to 120 plants will be designed. The design will build upon the ideas of a pallet for both shipping and display of varieties of potted orchids, with shelving arranged to display various sizes and colors of flowers. The display will be designed with a Hawaiian motif. This packaging will provide plant protection during shipment, and will save considerable time forthe merchandiser and it will provide an aesthetically pleasing and inviting display. A logo and corresponding design elements will be developed through consultation with a graphic design artist.

Progress 09/01/04 to 08/31/06

Outputs
This project addressed the problem of distance to market and doing business with big box stores by small agriculture businesses in Hawaii. Shipping costs and ready-to-merchandise packaging place limits on size of blooming orchids that can be used. In Phase I, plant growth regulators were demonstrated to limit internode length on floral spikes and overall plant height of specific Oncidiinae. In Phase II, an exceptional marketing opportunity, interest in orchids and other products by a major big box store, was presented to us. The Phase II work plan was adjusted and the effort concentrated on objective 4, research and development of packaging, merchandising, and negotiating requirements for Hawaii products to enter the US mass market. Based upon market feedback, a logo was designed, a company name set, and a new company registered. Trial plant products, hardier than blooming orchid plants and desired by the target market, were used in research and development of packaging and shipping, cost analysis, sourcing, and other issues that challenge a small operation doing business with a major box store. The new company successfully applied for and became a vendor of the big box store. Package and display designs were developed for two display products involving 24 different items, and multiple test shipments made. An initial order for the two products to 346 stores in three states was received, and several replenishment orders filled. This allowed further research and development efforts in the areas of replenishment, data system based decision-making, shipping, box design, merchandising and new product development. The major accomplishments of this project are (1) development of packaging design for combined shipping and in-store display of plant merchandise direct from Hawaii to US chain stores, (2) developing the knowledge to conduct business with a major big box chain, and (3) registration of a new company to do business exporting plant products from Hawaii directly to US mainland chain stores,

Impacts
The project developed new jobs, with employment of three full time new hires in management positions in the new company, one full time worker, 20 part time workers; one contracted design person, and one hourly data analyst. New business was generated for several small agricultural entrepreneurs, a bank, air carrier, package supplier, and other community businesses. The project has gained the support of producers in Hawaii as a way to facilitate marketing of their plant products, and new business will be generated for them. It is anticipated that the economic impact to the local community will be substantial as the commercialization phase proceeds.

Publications

  • Namuo, Clynton. 2005. Orchid growers dream big after landing Wal-Mart sale. Pacific Business News. p. 1. Dec. 30, 2005. Print Edition. Honolulu, Hawaii.


Progress 10/01/04 to 09/30/05

Outputs
Seizing upon an exceptional marketing opportunity, effort was directed, in the first year of this project, to research and development of packaging and merchandising requirements for Hawaii products to enter directly into the US mass market. Based upon market feedback, graphics for a new logo and selection of a new company name were accomplished. Trial plant products, hardier than blooming orchid plants and desired by the target market, are being used in research and development of packaging and shipping, cost analysis, sourcing, and other issues that challenge a small operation doing business with a major box store. The major accomplishments of this first year effort are (1) registration of a new company, Happy Hawaiian Plants, that will do business exporting plant products from Hawaii directly to US mainland chain stores, (2) development of a logo for the company, (3) packaging design for combined shipping and in-store display of plant merchandise, (4) registration as a vendor at Wal-Mart.

Impacts
The project has developed new jobs, with employment of two full time new hires in management positions in the new company, and hired 20 part time workers; new business was generated with bank, carrier, package supplier, and other community businesses. The project has gained support of producers in Hawaii as a way to facilitate marketing of their plant products, and new business will be generated for some of them. 4. PUBLICATIONS Namuo, Clynton. 2005. Orchid growers dream big after landing Wal-Mart sale. Pacific Business News. p. 1. Dec. 30, 2005. Print Edition. Honolulu, Hawaii.

Publications

  • No publications reported this period