After the rose, the chrysanthemum is the second most popular cut flower in the Netherlands. Last year, almost 1.4 billion chrysanthemums were sold, earning 290.5 million euros. Of that, 285 million euros came from exports.
But over the last few years, the chrysanthemum has been losing ground in the popularity stakes. According to a study carried out by the Horticultural Commodity Board, consumers frequently confuse it with the daisy, the aster and the gerbera. And they don’t feel inclined, as they do with the rose, to buy just one. Not only is the chrysanthemum not seen as romantic enough, but it’s also not considered chic, fancy, exotic or sensual enough.
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