Exploring the potential of enhancing the foliage (Dracaena sanderiana) value chain.

Abstract

Sri Lanka has a diverse tropical climate and varied terrain provide an ideal environment for year round floriculture, ensuring a steady supply of products. This industry supports over 5,000 direct jobs and more than 15,000 indirect jobs within Sri Lanka. Foliage is a significant component of the floriculture sector. Sri Lanka exports around 15 million US dollars, contributing approximately 0.15% to the total merchandise exports. However, it is essential to address the decline in its contribution post-2019, highlighting the need to strengthen the capabilities of the floriculture industry. This research aims to enhance the value chain of foliage, focusing specifically on Dracaena sanderiana. It involves identifying key actors, their roles, and functions, while mapping critical value points within domestic and export markets. The methodology begins by identifying consumer-driven value attributes through a survey involving 90 participants. These 90 participants were selected using a conveninence sampling method for the survey at the Suwahas flower Exhibition site in Gampaha and Kaluthara and Diyatha Uyana, Colombo. Results indicate that leaf color and plant height were more important factors in selecting plants from local and export markets. Subsequently, critical points were identified by analyzing at least five actors within each node of the value chain. Results revealed that processor node is the critical point in the Dracaena sanderiana value chain and they added the highest value to the product . Further, the research emphasizes the crucial roles of input suppliers, growers, wholesalers, and exporters. Results indicated that strong relationships are important for maintaining product quality in the export market. Based on the value attributes and marketing margins of this study, exporters are the key players in the Dracaena sanderiana value chain.