This paper tries to explain the actual changes in the governance structure of the French market of cut flowers and prints out implications for the foreign suppliers. The specific focus is upon the rising power of supermarkets and flower shops franchises in the coordination of chain and the new competences demanded to the suppliers in order to be successful. Based on the literature on global value chains and governance structure we identify the main factors of chain governance. Data was obtained through field interviews with the main chain participants, including large food retails, wholesales, franchise flowers shops and institutions. Results point out the new competences required for chain upgrading of foreign producers in the French market.