Although losing momentum, it is a French tradition that is holding strong… This Wednesday, May 1st, Labor Day is an opportunity to offer a sprig of lily of the valley. Beyond the symbol, this lucky flower represents a flourishing market. In 2023, theThe French spent 19.6 million euros on lily of the valley, according to Farell Legendre, president of the French Federation of Artisan Florists which brings together 10,000 companies. A branch which sells almost 50% of production. On average, the French spent 7.80 euros (compared to 7.20 euros in 2022) to acquire these strands with bells, mainly (86%) to give them as gifts. This year, the price in stores should be around 2.50 euros to 3 euros per strand in the super category and 1 euro to 1.20 euros in second choice. An increase of 8 to 12%, according to the FFAF.
Social: a May 1st like no other
An increasingly complicated culture in the Nantes region
Each year, 50 to 60 million sprigs of lily of the valley are sold in France on May 1, or on average one sprig per French person. More than 80% is produced in the Nantes region. “It’s an iconic production since 1920, underlines Emmanuel Torlasco, director of the Federation of Nantais Market Gardeners. Depending on who the lily of the valley will be this year “very aromatic”. In Loire-Atlantique, 120 hectares are dedicated to this flower emblematic of May 1st (on a useful agricultural area of 435,000 hectares). The territory is home to “a dozen producers (market gardeners and horticulturists), compared to a hundred 10 to 20 years ago”.
The brief lily of the valley season mobilizes 6,000 to 7,000 seasonal workers each year during the harvest period which lasts around ten days. And it is clear that the years follow one another and are not the same for Nantes lily of the valley. While the harvest was delayed in the market garden valley last year, this is not the case this year.
“The lily of the valley was early and harvested on April 15, approximately four to five days early. Blame it on a heat wave. Producers therefore had difficulty slowing down the growth and maturity of the strands. Despite everything, this lily of the valley is very beautiful. But most of the sprigs are already well flowered,” notes Isabelle Marsan, HR manager in charge of the lily of the valley offering for the Rosedor Penja group, which has been selling flowers to professionals in the West for more than 35 years.
Orders on the rise
Rosedor Penja is also one of the main distributors of lily of the valley of the MIN of Nantes (second National Interest Market of France) which is one of its 15 depots spread throughout the West of France (Toulouse, Bayonne, Bordeaux , Rungis, Le Mans, etc.). A place that represents a real hub in the lily of the valley trade. There are 140 companies here, including 60 wholesalers. At the MIN flower pavilion, five of them (Peigné Fleurs, Fleurametz, Rosedor, Lyana – Agromousquetaires and Horticash Plantes), which occupy 18% of the land area (20 hectares), are in the horticultural sector. May 1st is therefore for them “an important and pivotal period”says Amaury Hanotaux, general director of the MIN of Nantes.
On this morning of April 29, there was still excitement in the aisles with the coming and going of carts loaded with lily of the valley. “According to wholesalers, there are more orders this year, almost 10% more with deliveries further away. A sign that things are going well! “, he continues.
At Rosedor Penja, which sources its supplies from four Nantes producers (Maïalis, Les 3 Moulins, Céline Dinet, Placier Productions) and the company Sodis (Perpignan), specialized in wild lily of the valley, this strong trend is confirmed. “Demand remains strong. This year, we will deliver 230,000 sprigs of lily of the valley, 3,000 wild lily of the valley, 8,500 pots of lily of the valley and 12,000 bouquet products. That’s a volume up 3.5% to 5% compared to last year”indicates Isabelle Marsan.
“As of April 22, the first sprigs and pots of lily of the valley were delivered to our depot at the MIN in Nantes Métropole before being redistributed to our depots. Since April 26, we have been transporting these products via our truck routes to our customers. »
The latter are mainly independent florists from the Western region (90% of its customers, or around 1,500 points of sale) but also chain stores such as Jardiland and Truffaut and large supermarkets. So that you are ready for May 1st. Then the time will come for the final assessment…
A market in decline?
According to the latest study from Kantar for FranceAgriMer and Val’hor, published last April, 1.4 million French households purchased lily of the valley in 2023, compared to 1.7 million a year earlier. Their expenses amount to 19.6 million euros. A figure down by 5.3 million euros compared to the previous year (24.9 million euros). Lily of the valley is mainly sold in florists (42% of purchases in 2023 compared to 28% in 2022), via large retail chains (29%) and markets (6%), while street sales remain in the minority (4% ).
