The company said that the acquisition is the latest step in its vertical integration strategy and will enable it to "continue to improve the quality and freshness of its flowers". Morrisons would not comment on what it paid for the company.
Dalton Philips, the retailer's chief executive, said: "Morrisons wants to be known as the supermarket that excels at retailing flowers. We believe that we can do this by owning our own flower business, being closer to growers and therefore better able to control quality and value."
Flower World was established in 1987. It is one of the leading independent flower importers and distributors in the UK and had sales of £33.7m over the year to August 2010.
Already a supplier to Morrisons, Flower World provides wholesale fresh cut flowers, plants, bulbs, seeds, wreaths and bouquets.
To read the rest of the story, please go to: The Telegraph
