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Saudi flower farm Astra purchased by Dubai-based Floranow

Floranow, a Dubai-based B2B floral marketplace said it acquired the distribution business of Saudi Arabia’s Astra Farms. Floranow describes itself as the MENA region’s first online B2B flower marketplace, connecting global producers of flowers and plants to regional and international buyers, including florists, hotels, event planners, and supermarkets.

Astra Farm is a Middle East producer of cut flowers and runs an extensive distribution network across the Kingdom. “It will enable us to help the Saudi floriculture sector innovate and thrive via the use of amazing technology and world-class, cool-chain logistics,” said Charif Mzayek, Floranow’s founder and CEO. The company said the deal will disrupt the Kingdom’s floral industry by introducing innovative technology to an otherwise traditional sector.

The value of the acquisition was not disclosed.

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