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Floral Group formed to meet demands of North American floral industry

In 2015, a Floral Group was formed that is specialized in the sourcing, supply and logistical management of a unique range of southern hemisphere fresh flowers and greens for the exacting demands of the North American floral industry. This Group is called the Latitude 33 Floral Group and harnesses over 100 years of global flower sourcing and trading experience across three continents. Latitude 33 Floral group consists of four member companies that are based in Australia, South Africa, Kenya and USA and are all strategically located near Latitude 33 thus enabling American floral wholesale florists and bouquet makers access to unique seasonal flowers and foliage from our quality focused grower base.

The four member companies of Latitude 33 Floral Group are:

WAFEX USA President Steve Dionne said the genesis for the strategic alignment of the four member companies was to recognise the strength and range of each Latitude 33 member and grasp the economies of scale needed for sourcing, freight and sales resources in the highly competitive North American flower market.
“…Each Latitude 33 Floral group member trades independently to its own customer base but the group works together in sharing each other’s inventories and logistical presence in supplying a unique range of flowers and foliage to the exacting US flower market….,” said Dionne

Paul Bruce, Sales and Marketing Manager Premium Greens Australia said now being able to offer a complete range including waxflower, proteas, Kenyan roses and Australian foliages has been very well received by his company’s American flower base.

Bruce said, ”…..Our wholesale florists customers are all very busy, hands on operators and the Latitude 33 Floral group range improves their purchasing efficiencies - enabling them to purchase a wide range in one phone call knowing that the freight and international logistics are being organised by dedicated professionals ….”

Rene Schoenmaker, Managing Director AFG Worldwide said being a member group of Latitude 33 Floral Group has added a lot of strength to his company’s presence in the US market. “We can concentrate 100% on sourcing quality South African flowers and managing freight into Miami and Los Angeles knowing that the strong sales presence of WAFEX USA and Premium Greens Australia will ensure our volumes continue to grow across a diverse range of items…” said Schoenmaker.

Currently key Latitude 33 Floral group products include Australian waxflower, South African Leucospermums and Australian foliages such as Steel Grass and Umbrella Fern. In addition, there has been an all year around adoption of Kenyan grown spray roses for Latitude 33 Floral group clients.

For further information contact :-
Latitude 33 Floral group
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