Fresh-o-Fair, a virtual flower-selling platform, has grown steadily over the years, providing increased security and growth in the market. The company began in 2018, offering florists in Germany the opportunity to purchase flowers directly from farms in Ecuador. By 2019, the platform expanded to sell to all of Europe and included flowers from farms in Colombia. In 2020, Fresh-o-Fair expanded to the USA and Canada, and despite the challenges of the pandemic, the business continued to grow due to its online nature. This is explained by Claudia Muñoz, co-founder of the company.
Fernando Muñoz, Claudia Muñoz and Esteban Muñoz.
Customer base growing
Fresh-o-Fair has been successful in expanding its customer base in the USA, Germany, and other countries in Europe. "We have loyal customers who appreciate buying sustainably-sourced, fresh flowers directly from farms. Many customers are located in rural areas with limited access to large flower markets in cities. However, Fresh-o-Fair also has several customers in major cities such as New York, Los Angeles, Miami, and Chicago. The platform can deliver flowers to any location, even as far as Hawaii."
Increasing interest for sustainable products
According to Muñoz, the industry is experiencing an interesting shift towards sustainability, with more people worldwide looking to purchase sustainable products and florists seeking to sell fresher flowers with knowledge of their origin. "For many people, buying flowers from Ecuador has been difficult due to their distance from Europe. However, now it is possible to purchase flowers sustainably and with ease from various farms with just a few clicks and have them delivered directly to your doorstep. This is a positive change for the industry, and florists are taking advantage of it. Designers with events in different parts of the world can simply order flowers from the location they need and have them delivered."
The platform's most significant advantage is the freshness of the flowers, she continues. "The shorter delivery distance ensures the longevity of the flowers. Traceability is also essential, and Fresh-o-Fair works with farms that are known to have good quality flowers and are socially and environmentally responsible. The customer can purchase flowers from multiple farms with just one invoice and wait for their flowers to be delivered to their business."
Bringing producers and florists closer together
Looking ahead, Fresh-o-Fair aims to make the purchasing process even more effortless, efficient and satisfying for their customers. "The company wants to continue to innovate and build a solid foundation for growth. The ultimate goal is to bring producers and florists closer together, creating exciting changes for the industry. To this end, Fresh-o-Fair is organizing an international trip for florists to visit Ecuador in May 2023. Communication between producers and florists is crucial, and Fresh-o-Fair believes that by working together, everyone benefits."
Making the industry more efficient benefits everyone
Changing an industry that has operated for many years in the same way, is challenging, but Fresh-o-Fair believes that making the industry more efficient benefits everyone. "The company is proud to be a part of this change and hopes that more people will embrace online shopping, learn about the flowers they purchase, and try this new method of receiving flowers in their businesses."
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