Once flowers are cut, they are deprived of the water, food and growth hormones that are provided to them by the mother plant in the pre-harvest stage. In order to allow the cut flower to still bloom in a natural way, while retaining its form, flower colour, scent and leaf colour, we need to supply it with flower food in the vase water. This must happen at every phase of the distribution chain: at the grower, the wholesaler, the florist and the retail level and finally at the consumer level. Interruption of this ‘food chain’ will irrevocably lead to loss of vase life.