Parama Mardemootoo is not a born florist but the manager of a thriving production and export company of anthuriums, Florales Production Ltd. After working in ten different countries first as financial manager of the Club Med, then as general manager of a leading French technology company as well as a cosmetics firm, he finally decided to settle in Mauritius, his native country, in the late eighties.

I think it is the same for every Mauritian: we all want to come back to our roots one day and this is what has happened to me and my family,” Parama Mardemootoo relates.

When he came back, he already had an idea of what he wanted to do. He had already prospected Europe and was sure that anthurium production and export would be a very profitable activity. “It was at a time when the government was really aware of the importance of attracting investors to the country. The state had implemented an incentive policy regarding agriculture and there was a great fervour for the free zone,” the manager of Florales Production Ltd explains. He took advantage of the situation and the idea has brought real success.

In summer, the best season for growing flowers, we produce an average of 10,000 anthuriums a week on our five acres in Cluny. During this period, we employ around fifteen persons.” The production can go down by 50 to 70% in winter but this does not really affect the company. Most people in Europe, his main market, are on holiday and do not really need flowers since it is summer there. So, other markets like Asia and Reunion Island benefit from the anthuriums during this period.

<B>Diversification of activities</B>

Quality is the main concern of his company. As a result, quality controls are made at each step from picking to delivery or export. As soon as the flowers are picked, they are cleared of insects and earth because specific norms have to be respected for anthurium export. Then, they are carefully packed in plastic and sent in a cardboard box. “Flowers are picked one day before being sent by plane so that they keep all their freshness and quality.”

Florales Production Ltd sells his flowers on the local market too. “Mauritius is quite an important market for us. But we cannot afford to concentrate on the local market alone because production costs are very high,” Parama Mardemootoo explains. Morover, there is much competition in Mauritius and it is becoming quite difficult with the high number of producers.

Their strength lies certainly in the capacity to export. “We do not export our own products only. As we are one of the rare companies to have the necessary infrastructure for export, many producers call on us to export their products. This is subcontracting.” But, here again, the situation could be better.

The main problem may be a lack of political will. “We have been waiting for regulations to protect the ownership rights of Mauritian producers of new anthurium varieties for years now. But the situation has not changed,” he explains, disappointed.

The company has already created more than ten varieties but it cannot exploit them commercially because the law does not give any protection. “As a result, we have to fall back on Dutch varieties. For the European customer, there is no reason to buy flowers from a Mauritian company when he can have exactly the same next door.”

The company therfore decided to diversify its activities. For instance, it has started up a subsidiary that concentrates on the local market. It has skilled florists who make bouquets for hotels, weddings and so on. This is done with its own flowers together with some imported varieties. “Mauritians are more and more keen on having flowers for every special occasion. There was a great demand and we had to meet it. It is very different from our other activity, in that it is more artistic and creative”.