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The floricultural industry has been undergoing an unprecedented revolu tion in terms of the type of commodity produced and the production and marketing technology in both developed and developing countries. As a result of this revolution, as we know today, there is a flower for every purpose and for every person in the world, as is evident from the slogan of the Society for American Florists: "say it with flowers". In re cent years, the Latin American and European countries have become sizeable competitors for the North American fresh flower markets and the trend continues growing. Like any other crop production, floricultural production can be divided into three basic factors: (1) production costs (2) quality (3) transportation costs. All these must be optimum for this area or industry to be safe from competition. With increasing consumer awareness and the current recession, the pressure from the artificial floral products in dustry and also of neighbouring countries on the American fresh flower industry, and continued competition even amongst the growers, whole salers and retailers, quality in floricultural industry is becoming increas ingly important to all those concerned with handling these products. The visual quality aspects of the product are the sole determiner of consumer acceptability in this industry and, unlike fruits and vegetables, flowers cannot be marketed by just discarding the damaged portion.
Introduction to Floriculture provides an introduction to commercial floriculture, containing information on major and minor greenhouse and field crops, and includes potted plants and cut flowers. The book is organized into two parts. Part I on cut flowers discusses the history and propagation of chrysanthemums, carnations, roses, snapdragons, orchids, gladiolus, and minor cut crops. Part II on potted plants includes bulbous plants, azaleas, pot mums, African violets, poinsettias, and Easter lilies. This book was written for students who have been exposed to a sufficient number of biology courses to acquaint them with many of the terms and plant processes discussed in the text. It would be beneficial if they have also taken a course in greenhouse management or are taking one concurrently with their floriculture course. The book can be used by commercial growers who constantly seek more information to enable them to realize maximum gain from the investments of labor, time, and capitol they have placed in this challenging field.