The Status of Ornamental Plant Wholesaling in Hungary

VANÓ PÉTER – MONORI LILI – TURZA BRIGITTA – NAGY KORNÉL – BRINGYE BERNADETT

Keywords: Keywords: TCF, SCF, ROA, cut flowers, flower bulbs, flower trade JEL codes: G39, M19, Q13, Q14, Q17

Teljes cikk
Ornamental horticulture wholesale is a dynamically changing area of the domestic horticultural sector, which plays a significant role in the supply chain between producers and end consumers. The study aims to explore the current economic situation, operational characteristics, and adaptation strategies of ornamental horticulture wholesalers in Hungary. The research was conducted using qualitative and quantitative methods, including interviews and financial data analysis. Although the financial indicators of the domestic ornamental plant wholesale sector (ROA, ROE, liquidity ratios) have improved following the downturn caused by the pandemic, they have not reached pre-crisis levels; thus, flexibility and adaptability are becoming the keys to competitive advantage in the sector. The results show that players in the sector are increasingly facing global market pressure, labor shortages, and rising inflation and logistics costs. At the same time, opportunities are also emerging, especially in the areas of digitalization, automation and the expansion of environmentally conscious product offerings. The study also addresses the impacts of COVID–19 and geopolitical crises on the sector, with particular attention to the reorganization of procurement routes. The article concludes that the domestic ornamental plant wholesale trade is stable but faces structural transformation, in which flexibility, partnership networks, and innovation play key roles. DOI: https://doi.org/10.53079/GAZDALKODAS.70.1.t.pp_73-89