Green Valley Floral is so confident in the California cut flower market that it has doubled down on two innovative expansion efforts. The firm has formalized its rose propagation program and has broadened its brokered product offerings – two moves that demonstrate strong demand for the bounty of California Grown Flowers.
A rose propagation program that Green Valley started two years ago as a trial has become official, says Janet Louie, sales manager and owner. In fact, Green Valley Floral has doubled the space dedicated to propagation and can now grow enough plants replace the 400,000 square feet of rose plants it grows as the plants meet their lifespan (roses need replacing every five to seven years).
In addition to being able to replace plants, the propagation venture allows Green Valley Floral to expand into new rose varieties. Louie says they are transitioning from hybrid tea roses to garden-style single stem and spray versions to meet demand.
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