Le Marché aux Fleurs, a jewel of cooperation and agricultural innovation

With 40 years of existence, this cooperative employs 40 people and generates a turnover of €40 million, while selling nearly 60 million flower stems each year. Thus, Marc Long, President and CEO, and Aurélie Bonifay, sales manager, emphasize: "80% of flower volumes come from within a 25-kilometer radius around Hyères. During the winter period, the cooperative completes its offer with imports, ensuring a diversity of products for its customers.

The peony season represents a third of SICA's turnover, more than 50% of which is destined for export."

Le Marché aux Fleurs, un joyau de coopération et d’innovation agricole

HORTISUD SICA distinguishes itself through its commercial brand, HORTISUD, based on a quality charter that assures buyers of optimal vase life and globally recognized quality. Marc Long adds: "To guarantee the quality of our products, we have invested in modern equipment, including packaging machines that process 42% of the peonies sold on the market floor. This process allows producers to focus on cultivation, while ensuring that only flowers meeting strict standards are put up for sale.

The flowers are meticulously checked for their size, and the thickness and length of their stem, thus ensuring irreproachable quality."

The success of SICA relies on its partnership with PHILAFLOR, a technical group funded over 80% by the cooperative. PHILAFLOR plays a crucial role in auditing producers, conducting field analyses and providing technical follow-up. "This ensures that producers comply with the quality and sustainability standards required by the HORTISUD charter.

Every year, thousands of checks are carried out to guarantee that the flowers meet sustainability and quality requirements, thus reinforcing SICA's commitment to local production," the CEO adds.

CLOCK SALE Clock sale, a unique auction method, allows buyers to select flowers in real time, making the process both dynamic and transparent. Buyers, equipped with magnetic cards, follow the passage of flower carts and make their purchases live. The cooperative has also implemented a fair levy system, taking 10% from member sales and 12% from non-members, with no increase in 40 years.

"These funds are reinvested in technical and commercial services, guaranteeing support for producers. More than €2 million in self-financed investments bear witness to SICA's good management.

Furthermore, when it comes to ecology, we are committed to reducing our carbon footprint. The hangars are equipped with photovoltaic panels, and we aim for 40 to 50% self-consumption for refrigeration needs. Producers are adapting their farms to cultivate Mediterranean species, thereby reducing the need for heating," Marc Long further explains.

SICA faces challenges regarding product diversity. To meet growing demand, imports are necessary, particularly for flowers like the gladiolus, which is no longer grown locally. Varying phytosanitary standards in Europe also complicate the situation.

The Marché aux Fleurs embodies the spirit of cooperation and innovation in the agricultural sector. With a strong commitment to quality and ecology, SICA continues to exist, while adapting to the needs of a constantly evolving market. Thanks to partners like PHILAFLOR, the company remains a model of success, combining tradition and modernity for the well-being of its producers and its customers.