F.Optimal Connection Market Review Week 60
Located in the Northern part of Negev desert region of southern Israel, Pirchei Amiran Farm is a flower farm whose ingenious and innovative journey began in 1981. Having started out in tomato farming, in 1983 the farm would turn its growing fortunes by pursuing rose flower farming and later move to wax flower and summer flowers farming in 1987. The Wax flower farming as we were appropriately informed by the Pirchei Amiran farm owner Eva Shalev, has continued to be their most creative and inventive business venture to date.
Overview
Pirchei Amiran Farm sits on 13 hectares and produces some of the best wax flowers out of Israel for the export market.The farm through its vast fields produces its wax flowers from the end of October all the way to the end of May, whereas summer flowers are grown and produced from the farm’s hothouse all year around
Eva was kind enough to inform the team that since the 2016/2017, in addition to the Asclepias variety grown in hothouses , a new variety of summer flower has been developed and introduced “Oxypetalum” in blue and white color. This new variety has already been sold on the clock in small quantities but will become available in much larger quantities from September 2017 .
Asclepias Tuberosa growing in the hothouse all year round
White wax flower Ophir
Pink wax flower Eden
Research and Innovation
According to Eva, climate in Israel is Mediterranean and the Southern area is characterized by dry desert climate with poor rainfall. “In the recent past years, due to shortage in water we have been using recycled sewerage water,” Eva states.
“To minimize negative environmental impact, we adhere to strict governmental guidelines regarding agriculture waste. Our waste is collected and discharged separately according to the instructions given to us. Some of the industrial waste is therefore recycled.” she adds
Eva states that Pirchei Amiran Farm has produced flowers of her own been and continues to be on the forefront in research and innovation in a bid to stay ahead of competition; to overcome the harsh desert climate and produce only the highest quality wax flowers all year round, some of the modern farming methods adopted by Pirchei Amiran are:
- Extending the farming season from October to May so as to ensure there is a consistent production of all varieties needed for the market.
- The farm has been able through the research and innovation to engineer, produce and introduce new wax flower varieties destined for the market. This is a testament of the farms cutting edge focus in research and innovation. The new invented varieties are: Eve wax flower and Early Purple wax flower with the latter yet to be officially christened but has a great characteristic of coming early.
- Pirchei Amiran employs the services of highly trained agronomists during each planting season. Although it is an expensive venture, Eva informs us that it is crucial since the agronomists contribute by bringing in their vast experience and additional knowledge gained from consultations with other flower farms across the country.
Eve Wax flower
Workforce
The farm has a total of 11 employees who all come from Thailand. This is a working program initiated by the Israeli government as part of their objective of not only empowering the Thai workers but imparting essential farming knowledge and skills that they are able to utilize back in their country. The program when implemented, runs on a five year cycle where new workers are brought on the farm to replace all of the the previous ones thus ensuring more working opportunities are made available to many people as possible. Benefits enjoyed by workers at the farm include: competitive salaries, added bonuses at the end of each farming season, off days that include free tours to various beach fronts across the country, provision of free clothing, housing and free health care services.
The team harvesting Oxypetalum
Just another day at the packhouse
Asclepias Tuberosa already harvested and ready for selection
Quality Control & Assortment
Eva informs us that the farm has adopted certain measures critical in meeting the needs of the market while at the same time maintaining the delivery of high quality wax flowers. One of the most important measures according to Eva has been the continued partnership for over 20 years with Flower Optimal.
She says “Flower Optimal Connection has continued to provide a steady connection to buyers at the right time in every season; they have always given essential feedback on the needs of the market. And in rare cases when buyers have raised concern, the feedback is received through Flower Optimal and the farm is able to take stringent measures aimed at addressing any of those issues.”
“F. Optimal Connections takes great care of our flowers,” she adds, “for example they always ensure that boxes packaged with the all sensitive wax flowers are always opened early enough in order to maintain their freshness and the highest quality every time.”
Selection of pink wax flower Eden
Harvested wax flowers ready for packing
We take this opportunity to thank Eva for the information shared with us. For further information about Pirchei Amiran Farm CLICK HERE TO CONTACT US or email Dudi Bonomo at dudi.bonomo@optimal-connection.com
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