Auckland Florists Demand Change as Industry Faces Crisis

Auckland’s floristry industry is experiencing significant turmoil, with many florists describing their situation as being in “shambles.” Rising costs and declining business have created an atmosphere characterized by “resentment and a culture of fear.” Florists in the region are increasingly vocal about their discontent, attributing their struggles to recent operational changes implemented by their primary supplier, United Flower Growers (UFG).

Florists reported that UFG’s decision to shift its auction process online, effective from March 2025, has drastically affected their ability to procure quality flowers. Previously, florists could inspect flowers in person three mornings a week, allowing them to make informed purchasing decisions. The new online system, however, requires them to bid on flowers based solely on small images, often leading to discrepancies between expectations and actual product quality.

One florist expressed frustration, stating, “We have quality issues with nearly every auction. Flowers often arrive damaged or shorter than advertised, leaving us in a difficult position.” This concern is echoed across the industry, with many florists hesitant to voice their grievances for fear of retaliation from UFG. Only a handful of florists were willing to speak on the record, with all five opting for anonymity to avoid potential repercussions.

Concerns Over Market Control

The florists’ discontent is compounded by UFG’s dominance in the market. In 2017, the company acquired its only competitor, Flora Max, prompting an investigation by the Commerce Commission. Although the commission found that this merger was likely to substantially lessen competition, no further action was taken. As a result, florists currently face limited options, often forced to purchase from UFG despite their concerns.

Another florist described the situation as a “fundamentally screwed model,” stating, “It makes you feel like you don’t have options, which is a really bad place to be.” This sentiment resonates widely among florists, who feel their livelihoods are at the mercy of UFG’s decisions. Many fear that raising their concerns could lead to being blacklisted, further exacerbating their struggles.

The transition to an online auction system has also led to logistical challenges. The relocation of UFG’s operations from its former site in Mt Wellington to a less accessible location in East Tamaki has resulted in longer travel times for florists. One florist noted, “Often, you’re not able to pick up your flowers until at least 08:30. With most shops opening at nine, that doesn’t give enough time for deliveries.” This shift has forced many to adapt their business operations, incurring additional costs and complications.

Industry Morale Plummets

The atmosphere among florists has deteriorated, with many reporting low morale and dissatisfaction. One florist mentioned, “You’d be hard pushed to find a happy florist.” The collective frustration has driven some to seek legal advice regarding UFG’s operational changes, reflecting the depth of concern within the community.

UFG’s chief executive, Pete Brown, defended the company’s decisions, stating that every change was made with the intention of improving the industry. He acknowledged the challenges posed by the online auction but emphasized the necessity of adapting to modern business practices. “We wanted the business to survive for the next generation,” he said, highlighting the potential for greater efficiency.

While Brown contended that UFG does not monopolize the market, florists maintain that their options are severely limited, leading to feelings of powerlessness. One florist articulated this sentiment, saying, “We want to support the industry and our partners, but we can’t do that if our views are just pushed aside.”

As florists navigate these challenges, their future remains uncertain. Many are dedicated to their craft and committed to overcoming obstacles, but the pervasive culture of fear and frustration continues to cast a shadow over Auckland’s once-vibrant floristry scene. The call for change echoes loudly among those who have dedicated their lives to this industry, and it remains to be seen how UFG will respond to their concerns.