Summer wedding season is coming to an end. For Mystic Flowers, the wholesale brand of Colour Republic, this is an important period of the year, and so far, they are very pleased. Now, they are preparing for the fall season. On top of growing high-quality trend-cut flowers, they take the extra mile, not only by growing their flowers sustainably but also by giving the industry a renovated perspective when making buying decisions. Mystic Flowers is recognized as a trend-driven farm that introduces coolhunting methodologies to understand the latest floral trends. In this article, Marketing Manager Maria Belen Muñoz tells us more about this Ecuadorian premium flower grower and their mission to lead the industry through innovation and quality.
Team Mystic Flowers at the IFTF 2022
From trend hunting to growing roses
Mystic Flowers supplies roses and summer flowers to the wholesale market all over the world. Since their establishment in 1997, they are focusing on producing high-quality roses and summer flowers. Over the last years, they increasingly started to inspire the industry by hunting for the trendiest roses and later on growing them. They set up an R&D department led by Juliana Bustillo (@sra.ora), where they focus their energy on understanding the industry's needs. In order to get an insight into these trends, they talk and visit florists and wholesalers worldwide. With their answers, they start looking for particular trend varieties from breeders all over the world.
Mystic's definition of innovation is having an integrated strategy of market research focused on trends paired with ultimate sustainable practices and high-quality standards. "We aim to inspire the industry by sharing this knowledge into an innovative and curated portfolio of products and services that will give its clients and their clients a renovated perspective when making buying decisions and stand out. Also, complementing our clients with communication strategies, assets, and insights through our FTA (Floral Trade Alliance Program), where our wholesalers receive all the marketing & social media material they need in any seasonality", Belen says.
Seasonal Trend Magazine
"With the strategy mentioned above, we offer wholesalers a curated portfolio with 'the whole color spectrum,' all from one farm." They share this knowledge in their seasonal Trend Magazines. In these magazines, we present new, fresh ideas of what is trending in our business to inspire our the industry." So, when talking about trends, what were the trends this wedding season? "Complementary colors like lavender and yellows were very in, and this is also what we envisioned in our Wedding magazine that we published earlier." Click here to see the wedding magazine.
Besides innovation, sustainability and quality play a crucial role at Mystic Flowers. They are complying and going above all rules and regulations established by their government and certifications, such as Flor Ecuador, also at logistics and social levels.
Nine years ago, they started shipping flowers by sea to the United States and are now pioneers as they shipped their first container to Europe. "Paola Davila, Commercial Manager: "Over the years, we have managed to create a strong worldwide logistic network to over 50 countries. Our partners are quality-oriented and share our passion, vision, and forward-thinking values. This allows us to guarantee a top-level overall experience. For example, with these partnerships, we have managed to be pioneers in sending overseas containers to Europe!"
Mystic Flowers has become an authority and a farm that leads by example when it comes to the sustainable program of the 2030 CO2-neutral initiative of Flor Ecuador.
But they also go beyond the farm level. "We are aware of the social needs of our communities; we know that our actions and commitment as a company will make a powerful impact and increase the possibilities of real change. This is why we proudly partnered with Fundación Azulado and +connective.
Eager to meet the team and learn more about the farm, products, and trends? This year, Mystic Flowers will be again exhibiting at the IFTF in Vijfhuizen, the Netherlands. "In 2022, we exhibited for the first time and were very pleased. This year, people can find us at A1.32."