Auckland florists say their trade is being squeezed by rising costs, poor-quality supplies, and a culture of fear surrounding their main supplier, United Flower Growers (UFG).
Many operators told RNZ’s Checkpoint they were reluctant to raise complaints publicly, fearing they could be blacklisted and cut off from supply.
Online Flower Auctions Frustrate Florists
Tensions spiked after UFG shifted its auctions exclusively online in early 2025. Florists now purchase through a Dutch auction system using small photos, rather than inspecting flowers in person.
Several said the flowers delivered often did not match the listings.
“We have to return it to the auction because it will be damaged or bad quality… then that leaves us in the lurch,” one pair of florists said. Others reported being too nervous even to post warnings in private industry Facebook groups.
Monopoly Concerns in the Flower Supply Chain
Florists argue they have little choice but to stick with UFG. Since acquiring rival Flora Max in 2017, UFG has held an effective monopoly, despite the Commerce Commission finding at the time that the merger would likely lessen competition. No enforcement action followed.
“It makes you feel like you don’t have options… a pretty fundamentally screwed model,” one florist said. Buying directly from growers or wholesalers is possible, but often more costly and less reliable.
Relocation Adds Operational Costs for Florists
Another sore point was UFG’s move from Mt Wellington to East Tamaki. The change has lengthened travel times, cutting into delivery schedules.
“Often you’re not able to pick up your flowers until at least 8:30… that doesn’t give you enough time to get back,” one florist said. Some shops have had to hire couriers or extra staff, further straining budgets.
UFG Defends Online-Only Flower Auctions
Chief executive Pete Brown said all decisions were made “with the best intention for the industry.” He denied knowledge of any fear among florists and suggested UFG itself had been “bullied.” He defended the shift online, saying, “You can be a lot more efficient by selling on the internet.”