Liten, utsatt, mangfoldig og blomstrende Struktur, innovasjon og verdiskaping i norsk blomsternæring
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The Norwegian production of decorative plants consists of somewhere between 150 and 160 primary producers, of varying size and modes of operations. The sector constitutes a minor sector in Norwegian agriculture as a whole, but forms a vital part of the horticulture sector. Its development over the past 30 years, its strategic challenges, the vertical relations, both upstream from plant breeders and downstream towards wholesalers and retailers, reflect trends and tendencies which also impacts other agriculture in Norway. The study finds an untapped potential for cooperation among primary producers while also pointing at major challenges in organising cooperation among plant growers. Unless independent growers cooperate more strongly, the industry may move towards few, and by Norwegian standards very large, producers operating closely with wholesalers, with a limited fringe of independent growers selling directly to consumers.