Retail florist activities are essential elements in the rose (Rosa spp.) market since they generate significant income and employment. In these jobs, florists gain recognition by their designs that captivate consumers. At the same time, they are key entrepreneurs in the commercialization of roses. The objective of the research was to know the entrepreneurial role of florists in the commercializa-tion of roses (Rosa spp.) in southern Veracruz, Mexico. An exploratory research was conducted in flower shops, five in Coatzacoalcos, nine in Minatitlán and six in Acayucan. Interviews were conducted with florists (n = 20).
The categories of analysis used were the demographic, psychosocial and sociocultural profile of the florists as innovative entrepreneurs. In regards to the demographic profile, these economic agents have the experience and knowledge necessary to develop their activity. In short, florists are identified as family micro-enterprises with establishments that are 20 years old. In the psychosocial profile, florists present low innovative capacity with respect to the composition of their floral arrangements; however, they are characterized as risk takers with the ability to solve problems. Finally, the sociocultural profile demonstrates the florists-intermediary-producers collaboration; such entrepreneurial activity generates economic incentives with local-regional influence. Therefore, florists need to strengthen their links with other florists, producers and distributors to improve their innovative capabilities that will benefit both themselves and consumers.
The study is conducted by Nereida Rodríguez Orozco, Emmanuel Vázquez Anastasio, Ariadna Linares Gabriel2 , Mario Alejandro Hernández Chontal.
To read the complete study, go to www.researchgate.net.


Announcements
Vacancies
- Head Grower Strawberries, Australia
- Growing Manager for Hydroponic strawberry producer
- Regional Sales Manager Fresh Produce
- Head Grower Strawberries, Norway
- Export Trade Manager
- Business Developer - Northern Europe
- Orchard Sector Manager
- Grower
- International Citrus Account Manager
- Business Developer Water Storage - International technical horticulture
Study on the active role of flower shops in the commercialization of roses in Mexico
Publication date:
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2023-09-18 Gardening Simplified show celebrates first anniversary with high ratings
- 2023-09-11 'Amistad' wins Best in Show and CalFlowers wins SAF’s Marketer of the Year Award
- 2023-09-01 Thanks Plants campaign exclusively online this year
- 2023-08-25 PDSI's marketing approach sparks 2023 growth among younger generations in engagement and sales
- 2023-08-25 Turkey: 'Carnation export revenues may boom with better marketing"
- 2023-08-16 Cinefleur magazine visiting Dutch growers
- 2023-08-11 "It's time to get graphic"
- 2023-08-11 Garden Connect launches a plant database, including photos and descriptions
- 2023-08-09 "Drive sales with frictionless ecommerce experiences"
- 2023-07-21 Flower Council of Holland wants to reach consumers with sustainability-related communication
- 2023-07-06 Trend magazine World of Sprayroses highlights beauty & sales opportunities
- 2023-06-26 ChatGPT was the focus of the Marketeers Meet Up
- 2023-05-26 "Celebrating achievements and empowering women in the green industry"
- 2023-05-22 Senetti lines in London for the coronation of King Charles III
- 2023-05-02 Honoring veterans with flowers on Memorial Day weekend
- 2023-05-01 Sion launches new ‘Step into the light’ facade campaign on the Dutch highway
- 2023-04-27 UK: Kiosks & websites to feature royal clematis and roses for coronation
- 2023-04-26 Gardening Know How announces 2022 sponsorship recipients
- 2023-04-25 US (FL): Venice in Bloom Team plants Sun Parasol Prize
- 2023-04-11 Flower hats blooming in popularity