For the past twelve years, Erfan Safari, the owner of Sevin Greenhouse has been cultivating tropical plants and cut flowers in Mahallat, Iran - a region renowned for being the heart of the country's ornamental plant production. While he once exported a portion of his products, the current economic climate has made business particularly challenging. In recent years, the company and the ornamental industry has faced several obstacles, including sanctions, economic inflation, and a decline in demand. Today, their primary market is the domestic Iranian market, which has prompted them to diversify their crop offerings in order to stay competitive. But the situation is tough and they are now placing their hopes on Mother's Day because that is their most important holiday, followed by Iran's New Year, which falls earlier, on March 20.
Main crops: Ficus and alstroemeria
The ficus and the cut alstroemeria are his biggest crops. Besides, he also grows sansevieria, zamiifolia, and monsteria and for the cut flowers, also roses and carnations. "For the potted plants, we are producing on average about 180,000 small, 60,000 semi-medium size, 20,000 medium size and 2,000 large box plants. For cut flowers we are producing 900,000 alstroemeria, 700,000 carnation, 320,000 roses.
How are they grown?
Safari: "Our roses thrive in a hydroponic system using cocopeat and perlite, while alstroemerias are grown in a semi-hydroponic environment that includes cocopeat, perlite, soil, and organic matter such as compost and vermicompost. Carnations, on the other hand, are cultivated in soil enriched with organic matter. For potted plants, we use specialized composition beds with specific ratios of soil, perlite, cocopeat, compost, and tree leaves from plane and coniferous trees, while some are grown exclusively in cocopeat and perlite. Our mother plants are maintained using a hydroponic system. Environmental factors such as temperature, humidity, and light are meticulously controlled using advanced equipment, including cooling systems (pad and fan), heaters, fogging systems, energy-saving curtains, and shading covers. Fertilization is carefully managed by mixing nutrients, adjusting EC and pH levels, monitoring drainage EC and pH, and continuously checking plant conditions to ensure optimal growth. And for controlling insects I usually use predatory mites like Phytoseiulus persimilis, Neoseiulus californicus and Amblyseius swirskii."
What sets them apart
What sets them apart are the growing conditions and meeting all plant needs, he explains. "We grow plants in a good situation and we consider all the needs of the plant. Life of post-harvest for flowers and shelf life of the plant after sale is suitable for our products. This dedication to quality makes our products stand out in the market."
Challenges and adaptation
According to Safari, operating in Iran comes with its fair share of economic difficulties, primarily due to the depreciation of the national currency and repeated inflation. "These financial result in an increase in costs while we cannot increase our prices. Additionally, the sanctions on Iran limit our ability to export, like we used to. In an ideal situation, we would focus on cultivating a single product, such as alstroemeria or Ficus, and export them. However, due to market conditions, we must diversify our assortment to maintain a competitive presence in the national market."
Market demand and seasonal trends
The demand for flowers and plants has been unsatisfactory in recent years, he continues, mainly due to economic inflation, which shifts consumer priorities toward essential goods rather than decorative plants. "Furthermore, the impact of ongoing war in the Middle-East has further dampened the economy and purchasing power. As a result, we place our hopes on key occasions like Mother's Day and our New Year celebrations in spring to drive sales. In recent years, we have also intensified our efforts in social media marketing, which has been instrumental in increasing demand by showcasing our products and introducing new plant varieties. Creativity—particularly in packaging and presentation—has proven to be a crucial factor in capturing customer interest and boosting sales."
Looking ahead
When looking ahead, Safari hopes that the country's politicians choose a good way, so that they can export and import again. "Our future prospects are largely dependent on political and economic policies. If our politicians choose a good way, we will regain the ability to trade internationally, which will benefit both producers and consumers. Greater purchasing power will lead to a thriving market for plants and flowers. That is our hope, but for now, the future remains uncertain."
For more information:
Erfan Safari
Sevin Greenhouse
+ 989183643500
Email: erfan.safari@gmail.com