US (CA): California Pajarosa Floral shifts focus to online sales

Business at California Pajarosa Floral, one of Watsonville’s last remaining large flower growers, has altered drastically since the outbreak of Covid-19 last year.

Already dealing with an evolving industry before the pandemic due to growth in offshore production, things came to a sudden halt at Pajarosa when the virus hit. For the first six weeks, all transportation of flowers ceased and the business could not get its product to wholesale customers. Then demand began to plummet.

“Once trucking resumed, we were able to ship flowers, however, demand for them was only a small percentage of what is [normal],” said Pajarosa’s Paul Furman. “We lost many accounts due to them closing completely.”

The company normally grows flowers for parties and weddings, and has lost a large amount of business due to such events being canceled and discouraged due to Covid-19. This has led to a shift in focus, concentrating on internet sales and customers who have more of an online retail presence.

Thankfully, Furman said, there is still a demand for flowers.

“Many people still find the benefit of enjoying flowers in their homes,” he said. “It has been scientifically proven that flowers reduce stress, boost your mood and memory, increase productivity and are shown not only as a benefit to the recipient, but also to the person giving the flowers.”

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