MexiCultura, a cooperation of Dutch suppliers and Mexican counterparts in the greenhouse horticultural industry asked Wageningern UR to study business plans for commercial greenhouse production in the county of Aguascalientes, Mexico. Researchers Marc Ruijs and Robert van der Geest made a business plan to get more insight in the economics of greenhouse production systems for a number of different crops with special attention to flowering crops.
Objective
To set up business plans of mayor flowering crops that stand out for attractiveness to market (new) and relatively high value that permits the necessary investment in modern greenhouse technology.
The following crops have been taken into account:
- - Cut flowers: large-flowered roses (5 ha)
- - Flowering pot plants: Phalaenopsis and Anthurium (2 ha)
- - Vine tomato (5 ha, as reference crop).
The study exists of two steps:
1. Brief description of the market, opportunities and strategy;
2. Detailed cost-benefit analysis of greenhouse production systems.
Method
Step 1 contains the following items:
- 1. Market analysis: participants, developments, distribution, consumers, costs and prices
- 2. Opportunities: problems and requirements from market & clients
- 3. Strategy: concept, products description, preferred climate and location, technology, distribution, production and post-harvest
- 4. Competition: SWOT-analysis and USP´s of concept.
Step 2 cover the following items:
- 1. Financial plan: fundamentals, costs and income, investments, financing, returns and cash flow
- 2. Resources: technology, knowledge, personnel and materials
- 3. Risks and returns.
Information is collected from literature, statistics, previous studies, trips and existing contacts with growers, trade and retailers.
Results
Applied greenhouse technology
•Plastic multi-tunnel with automatic double vents
•Insect netting
•Heating system (pipe-rail), CO2 and automatic climate control
•Energy & shading screen: pot plant
•Humidification system: pot plant
•Hydroponic system: tomato/rose
•Container system: pot plant
•Automatic irrigation & fertilization
Cost-Benefit Analysis
Production costs large-flowered roses (USD/ha)
Cash flow and net income large-flowered roses (USD 1,000 per year, 5 ha)
Conclusions
•Modern greenhouses offer great opportunities with high returns, but return on investment is sensitive to price variations
•Market opportunities foundation for new production concepts
•Supply chain solutions essential for new products
•High-quality required of cultivation knowledge and entrepreneurship.
This study has been made by Wageningen UR Researchers Marc Ruijs and Robert van der Geest for Mexicultura.
For more information:
MexiCultura