“When my stepfather, who was the CEO, passed away, things became difficult for our company, as he really set the vision and tone for the company,” says Rodrigo Leiva, General Manager of Esmeralda Farms. “Yet just over a year ago, Esmeralda Farms was acquired by Sunshine Bouquet, which made our situation much better.” In this The Bloom Show livestream, Leiva explains to host Sahid Nahim, about the benefits of the acquisition, how he got started in the industry, and where Esmeralda Farms is headed.
Benefits of the acquisition
According to Leiva, the acquisition has led to their focus on quality and consistency being stronger than it was before. “Our product line continues to broaden; we are about to launch a new rose line, a new spray rose line, and we just added new gypsophila varieties. Thanks to the acquisition, we are growing in hectares and expanding our assortment.”
Focus on wholesalers
There is also a newfound focus on wholesalers for Esmeralda Farms. “We are also going to be bringing in more stems into wholesalers. We will be selling more to wholesalers than we have ever done in our history, which is very exciting. Some wholesalers were worried that the acquisition might affect doing business with us, but that is not the case and it has only made us more dedicated. For example, white roses have been very scarce with all the weddings happening, and we have made hundreds of thousands stems available in the last 4-5 weeks for our wholesale customers. And we will continue to do so, for as long as the demand is there.”
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