pppppWith Mother's Day fast approaching we are, once again, on the trail of the lovely rose, learning to care for one blooming bud at a time.
What about flowers on Mothers Day? Good idea since flowers are the one gift scientifically proven to make Moms happy. In a study of their effect on women1 flowers were scientifically proven to cause the following; increased happiness, extraordinary delight, gratitude, and a higher sense of both enjoyment and life satisfaction. These positive effects were proven to hold true in the short and long-run and for all age groups. So whether you are 6 or 60 your Mom will be very happy with the flowers you give her. Said Dr. Haviland-Jones. "In my work, I rarely find anything that contributes to such significant mood changes as the floral arrangements did." So, all you have to do to make Mom happy is … remember flowers for Mothers' Day, May 12th.

pppppWhich holiday do you think is more important for flowers, Valentines Day or Mother's Day? Here's a surprise. In 2001 Mother's Day represented 29% of the dollar volume for holidays versus 18% for Valentine's Day. Which gender bought the most? 66% of floral purchases were made by women for Mother's Day, versus 70% by men for Valentine's Day. By the way, Christmas is still number one for the floral industry overall but that includes sales of both Christmas trees and Poinsettia plants.
pppppFor Mother's Day, "the rose by any other name," per Shakespeare, is old technology, since he penned his prose. Today, floral farms and their scientific "breeders" and seed providers are changing and combining DNA's to bring new varieties and glorious new looks for traditional flowers to the market each year.
pppppEden Floral Farms, a flower company in Miami, is introducing a new flower variety for this year's Mother's Day bouquets called "New Love". This is a baby's breath breed, with a longer vase life, increased bloom size, and a hardier stem structure that makes it easier to handle. This variety of baby's breath (or 'gypsophila') follows up the introduction, two years ago, of the "Million Stars" variety. Both are new flower varieties developed by the same flower lab, Danziger Flower Farm in Israel. Both of them add artistic design opportunities, an all-new look, and a longer vase life. This means that most bouquets will look more lovely and stay beautiful longer for Mom.
pppppAll flowers are not created equal: Though in the land of "Mom and Apple Pie" we are all created equal, some flowers are "better" than others. Eden Floral Farms is a company specializing in the Care and Handling of the finest flowers. As a major player in the premium cut flower market Eden Floral Farms distributes their flowers to florists through floral wholesalers - their "Care and Handling partners". According to Peter Stair, the Senior VP of Eden Floral Farms, "We invest so much, time and resources, in the quality of our flowers. That's why we can only distribute them through floral wholesalers. These people are true flower professionals who have the experience and know-how to care for our flowers properly. That's why we call them our 'Care and Handling partners'". Careful temperature control, speed of delivery, and proven hydration systems are some of the most important ingredients for the proper care of flowers. (for more details, see the article in 11E Solutions, February 2002)
New research from the University of Florida and University of California in Davis both give valuable new tips for extending the vase-life of cut flowers.
pppppSpeed is critical. After you purchase flowers and bring them home, re-cut them at an angle, 2" to 3" up the stem. Cut them "dry" or in clean water, cold or warm, makes no difference!
pppppUse flower preservatives. They are a proven, consistent means of extending the longevity several days, to double the expected time.
Ethylene: The concept of the one-bad apple can spoil the bunch, is true! A wilting flower can spoil the whole bunch or arrangement. Every day check your flower vase and pull out droopy flowers from the bunch. This will save the rest from this pesky air pollutant.
Eden's primary farm are in Colombia and Ecuador, a close 250 minutes by air to their 20,000 sq. ft. "cold-room" distribution facility, half the size of a football field. They maintain the temperature in their processing and distribution facility at the critical 33 to 35 degree range. The entire distribution center is custom designed to perform as a state-of-the-art care and handling facility, even during times of peak volume such as Valentines Day and Mothers Day. "So many U.S. consumers only shop for flowers during the holidays. We want to make this occasion a happy experience, and with this facility we can go a long way towards accomplishing that." says Mike Lancey, Marketing Director at Eden Floral Farms.
pppppTo serve the US market demand, cut flowers are imported from countries all over the world such as Holland, South Africa, Israel, and Thailand. A significant portion are also grown domestically, though seasonally, mostly in Florida and California. Once harvested , graded, and packed these flowers are then shipped via refrigerated floral delivery truck that specialize in delivering flowers to US floral wholesalers daily.
President Publio DeLaRosa said, "Miami is the hub for over 75% of all flowers brought into the US. For this reason, on our 20th anniversary last year, we opened the most technologically advanced distribution center in Florida designed to meet the specific care and handling needs of our floral wholesale customers. However, it is our company's quality culture, our people, that enables Eden to provide the best, most long lasting, and healthiest blooms to the marketplace."
pppppEden's flowers recently won the highest honors for quality in the Society of American Florist's Outstanding Varieties Competition, the Dutch Flower Grower's Quality Competition, and the Technical Contest of Colombian Growers.

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1 SAF partnered with world-renowned researcher Jeannette Haviland-Jones, Ph.D., of Rutgers, The State University of New Jersey. A complete report of the Emotional Impact of Flowers Study is available at a cost of $34.95 for SAF members and $99.95 for non-members. To order, call SAF Member Services at (800) 336-4743.

FOR PICTURES AND MORE INFORMATION contact Mike Lancey at 305-591-3024 extension 216.

When you go window shopping, at your local flower shop, you will be looking at flowers that did not even exist ten years ago. Shakespeare may have said, "A rose by any other name…", but he could not have dreamed of all the new roses (and names) that would be created since he penned his poetic prose. Few of us know the inside of this world of flowers, but the truth is that literally thousands of new roses are brought into the market each year.

Eden Floral Farms is a flower company pioneering a new approach to marketing these new flower varieties. They use a winning strategy to ensure their new floral varieties find their "place in the sun", and in the flower shops of America. The company's unique approach is to start with the end-in-mind, by talking to the florists. One new variety promoted by Eden Floral Farms has become a staple in floral shops around the US, "Million Stars" Gypsophila. Million Stars is a new "baby's breath" promoted by Eden Floral Farms in advertising, demonstrations, and telemarketing to floral wholesalers. Eden Floral educated their customers, and the flower shops, about the value of this new baby's breath.

Eden interviews store-level personnel because of their knowledge of floral consumers. Store owners, sales people, and floral designers know what customers like, which trends are developing, and how they can help people choose the right flowers for any occasion.

"We surveyed personnel from 200 flower shops on 240 different types of flowers. Conducting 'The New Variety Shows' is our unique strategy for finding out which new varieties will be a clear winner.", says Publio De La Rosa, Founder and President of Eden Floral Farms. In the surveys Eden Floral discovered that florists liked one particular rose best; for its rich look, contrast of color, and velvety "garden rose" feel. Since then the Latin Lady rose has been a clear hit with flower shops all over the country. "We have been working with the breeder DeRuiters New Rose International for years and really liked Latin Lady. It has so much natural beauty. First, though, we had to see what the flower shops would say. They loved it. That's when we knew we had a winner." said Mike Lancey, Eden Floral Farms VP of Sales and Marketing.

Another new flower now being introduced by Eden Floral Farms is its latest discovery, "New Love", a new baby's breath. They found that florists welcomed the size of the bloom, the structure, ease of handling, long vase life, and the many uses not possible with other types of baby's breath. Indeed New Love is has many similar qualities as Million Stars because both are developed by the same flower laboratory, Danziger Flower Farm in Israel. The additional uses for both varieties bring artistic design and greater efficiency to the floral designer.

Eden's strategy makes them a major presence in the premium cut flower market. For this reason many Floral Wholesalers work with Eden Floral Farms as their premium cut flower supplier, while sourcing with other flower growers to cater to their volume-oriented markets.

Recently, flowers from Eden Floral Farms have won the highest honors for quality in the Society of American Florists' Outstanding Varieties Competition, the Dutch Growers' Quality Competition and the Technical Contest of Colombian Growers.

"By working in partnership with both breeders and marketing research professionals we ensure our farms are growing the latest varieties and flowers that have a ready market" says Peter Stair, Senior Vice President. "Not only that,", says Mike,"… We are just as thorough with our quality program as with new variety introductions. So, flowers from Eden Floral Farms are new and high quality, some of the best flowers in the market, every week of the year." As we all know, for our beloved on Valentines Day its doubly-important to make sure your flowers are new and of the highest quality possible. "So the conclusion is, make sure the flowers you send are grown by Eden Floral Farms." Says Sr. VP Peter Stair.

While you may not see their brand names on the flowers you buy, Eden Floral says you will know them by their new varieties, quality and freshness. This is especially important on Valentines Day when you want to impress "that special someone". Mike Lancey says, "Florist shops all over the country carry our flowers and, in fact, the florists who know our quality and new varieties ask their Floral Wholesaler for Eden Floral Farms."

Eden Floral Farms, Miami, Florida
Since being founded in 1981 by company President Publio DeLaRosa, Eden Floral Farms has grown to be one of the top floral distributors in Miami. Eden Floral Farms celebrated their 20th year in business in 2001 with the completion of one of the largest and most state-of-the art floral distribution centers in America. Eden Floral Farms is unique, as a floral distributor, by operating more as a quality management company than simply as a floral distributor. In this way, by systematically managing quality from the farms' greenhouse to the customers' door, Eden Floral has become a leader in the premium cut flower market.

FOR MORE INFORMATION email Michael Lancey at mlancey@edenfloral.com or call him at Eden Floral Farms (305) 591-3024 ext. 216 or Bob Poller of Poller & Jordan (305) 470-8005.

Click here for downloadable Pictures are available at our resources page.

Imagine a floral Care and Handling Facility the size of half a football field, 50 yard line to the goal posts, and you visualize the magnitude of Eden Floral Farm's all new Miami headquarters. The facility and executive offices are located at 2153 NW 86 Avenue. Near the airport in the Doral-Beacon Center areas.

New Location Marks 20th Anniversary

Eden Floral Farms celebrates their 20th year in business with the completion of one of the largest floral distribution centers in Miami owned and operated by an independent, family organization. The completion of this new Care and Handling Facility, with its 20,000 sq. ft. cold room, is a big step toward the fulfillment of a long-held vision to provide quality management for customers from the farm to their door. From this commitment to quality has come success for Eden Floral Farms. Starting in 1981, Eden Floral has grown to be one of the top floral distributors in Miami, with double-digit increases annually, improving their customer base and market share in the face of industry consolidation.

Care and Handling Facility

The new Care and Handling facility is designed to utilize state-of-the-art environmental controls. New computerized refrigeration technology will give Eden Floral Farms absolute control of the temperature and humidity of the facility 24 hours a day. In addition, the system is designed with a back-up generator capable of running the complete plant during any interruption of power; service outage, tropical storm, or hurricane. These are important safety features needed for the proper care of flowers under all conditions. The facility’s design also allows Eden Floral Farms to keep flowers cold from door to door, even during holidays. From when Eden Floral Farms picks up flowers from the airport in Miami until flowers are delivered to customers, the flowers are kept under refrigerated conditions which is essential to maintaining freshness. Why the size? In order to provide all flowers with the proper care during all seasons- especially Valentines - this size is essential. With yearly growth for Eden Floral Farms in double-digits continued growth could be more a problem than an accomplishment, without the current expansion.

Quality Management

The story of quality management at Eden Floral Farms’ is much deeper than the new Care and Handling Facility. Since 1994 Eden Floral has employed a company of Dutch specialists in post-harvest care and handling which provide consultation and training in post-harvest procedures to farm managers and employees. Every farm must pass regular inspections by this quality team. The result has been a consistent improvement in quality of Eden Floral's brands; Eden Floral Farms and The 5 Star Collection, year after year. Recently, the flowers of Eden Floral Farms have been the winners of the highest honors for quality from SAF Outstanding Varieties Competition, the Dutch Growers Quality Competition, and the Technical Contest of Colombian growers.

The Vision

Eden Floral Farms Founder and President Publio DeLaRosa has developed the firm to distinguish it from other cut flower suppliers in the area of quality management. Supported by his wife Maria DeLaRosa, who oversees operations as the company’s General Manager, Publio DeLaRosa had a vision that has become the philosophy of Eden Floral Farms. The philosophy is simple: a strong commitment to relationships builds a strong company. By working in partnership with both customers and farms, Eden Floral Farms’ profitability and that of their partners are inextricably linked as two sides of the same coin. The openness of these partnerships develops a strong sense of accountability and teamwork between companies, the brick and mortar of strong relationships. Quality management is an important added value that Eden Floral Farms provides as a partner to both growers and customers.

The Care and Handling Process

Refrigerated trucks of Eden Floral Farms pick-up flowers as they arrive at Miami International Airport. Immediately flowers are rushed to Eden Floral’s Care and Handling facility. There, from our refrigerated loading platform the flowers are whisked to one of 24 pre-cooling stations. Cold air from the coolers is drawn through the shipping cartons to remove warm air that accumulates inside due to the flowers own respiration and outside temperature changes. Next, a sample is taken of flowers from each Airway Bill and hand inspected by Eden Floral Farms Quality Control team. When the flowers pass inspection, then they are returned to the “Deep Cooling Area” where we bring the temperature of the flowers down to hibernation level with cold room temperatures ranging from 32 to 33 degrees F. If any flowers do not pass inspection they are disposed of. With the necessary space available for staging, orders that are placed before cut-off are transferred to the customer’s carrier of choice without leaving a properly cooled environment. Eden Floral Farms cold room, quality inspection center, and loading dock are all refrigerated spaces designed to maintain the cold temperature needed for proper care and handling. This is the purpose of a Care and Handling Facility.

Commitment to Quality Distribution

As a result of our commitment to quality, Eden Floral Farms supports the traditional chain of distribution, a continuous cold chain from grower to floral wholesaler. This is “quality distribution” in fresh cut flowers. Commitment to Quality Distribution is the only reliable model to assure Eden Floral Farms flowers maintain the quality our systems have been designed to deliver.