Understanding the True Value of Flowers: How to Price Flowers Fairly
January 27, 2025 | 1 min to read
In *Floral Management Magazine*, Victor Giorgini of Equiflor/Rio Roses emphasizes the need for fair flower pricing and collaboration within the industry. Highlighting the crucial role of labor costs, he notes that over 50% of production expenses arise from labor in Colombia and Ecuador, which supply 83% of U.S. cut flowers. Despite existing challenges, Giorgini advocates for partnerships between growers and florists to foster the sustainability of the floral supply chain.
In an issue of Floral Management Magazine, Equiflor/Rio Roses president and CEO, Victor Giorgini, teamed up with SAF to provide an overview of the many factors involved in pricing flowers fairly and how we have a unique opportunity to grow together as an industry. We believe it’s important to share this perspective and expand on how growers and florists can work together to ensure the sustainability of the floral supply chain, even amidst challenges.
Labor Costs: The Foundation of Flower Production
Labor is at the heart of flower production, especially in Colombia and Ecuador, which supply over 83% of the cut flowers purchased in the United States. More than 50% of production costs in these countries come from labor, and recently, growers have faced significant labor challenges.
To read the rest of the story, please go to: Rio Roses by Equiflor.