Krukväxter med mervärde till dagligvaruhandeln

Abstract: The supermarkets are taking more and more market shares for potted plants the last years, and a greater part is bought without prior planning. Signals from several European countries, for example Denmark and UK, indicate that potted plants with added value have become more and more popular and the added value is based on present trends. The meaning of added value in this thesis is fancy pots, packaging, pins or arrangements. Potted plants with added value sold in supermarkets offer the consumer the advantage of getting a "ready product" quick and easy. The "ready product" can fulfil the need of a gift or the wish to decorate the home in a trendy way. The purpose of this thesis is to describe the value chain from grower to supermarket from a grower perspective. The purpose is also to investigate how the concept potted plants with added value is regarded by the different actors in the value chain, and the supermarkets demand in order to include this product category. The thesis is a result from seven in depth interviews, several telephone- and mail contacts, and material from business news magazines. The conclusion is that the supermarkets are very interested in increasing the product category potted plants with added value. The demands the supermarkets put on their suppliers are high including lowest price, very high quality and high logistic performance. I order to facilitate for the grower to reach the supermarket and gain value on the potted plants with added value, four proposed solutions are given in the end of the work.