SOURCE: California Flower Mall

California Flower Mall

February 01, 2010 14:30 ET

LA Flower District California Flower Mall Wholesalers Sharpen Their Price Arrows Amid Speculation of Valentine's Rose Shortage

LOS ANGELES, CA--(Marketwire - February 1, 2010) - Flower wholesalers at The LA Flower District California Flower Mall (www.californiaflowermall.com) launched their "Abundant Roses" cooperative to ensure recession weary florists weather a possible shortage in Valentine's rose supplies due to a winter freeze in Colombia.

"California Flower Mall wholesalers expect to fill all rose orders and continue to actively sell roses for Valentine's Day at quoted prices, which are about the same as last year," said Mark Chatoff, Owner & President of The LA Flower District California Flower Mall.

"Florists are just now seeing orders pick-up pace after a dreary down economy. We are reminding them not to panic, but be aware of the situation." Chatoff explained, "Strong 'coopertition' -- competitors working together cooperatively -- makes the Abundant strategy effective. Our suppliers are cooperatively communicating with Colombian farms and sharing sourcing alternatives with each other -- they understand that a rising tide lifts all boats."

According to The Society of American Florists (www.safnow.org), reports of a devastating freeze in Colombia in January are prompting a range of reactions, from concern about shortages to skepticism about the real impact of the freeze.

In the Sabana de Bogota region, temperatures fell below freezing three nights in the first week of January, according to reports from The National Weather Service and The Weather Underground. The average low for the week was 38 degrees Fahrenheit, compared to average lows of 41 F and 49 F in 2009 and 2008, respectively.

The Association of Colombian Flower Growers (Asocoflores) predicted the cold spell would damage 30 percent of the country's flower production. The affected region, near Bogota, accounts for 70 percent of Colombia's floral exports.

The news has prompted some suppliers to urge buyers to save themselves the anxiety and secure product now, or risk running around at the last minute trying to get their hands on whatever is left.

But it has left others dubious and plenty of wholesalers urging their customers, the media and consumers to remember that roses are grown all over the world -- where Mother Nature has been cooperating.

"Our wholesaler's had time to source roses from farms in California, Mexico and Latin America where quantities are in good supply. There will be plenty of flowers for Valentine's Day. We have thousands of types and varieties of beautiful, quality flowers available to our customers from growers in California and the world," Chatoff said.

About CFM

The LA Flower District California Flower Mall the newest premier 45,000sf wholesale flower market in the eight-block Downtown LA Flower District -- the largest wholesale flower district in the U.S.

Mark Chatoff is Owner and President of The LA Flower District California Flower Mall and Chairman of The LA Fashion District Business Improvement District (www.fashiondistrict.org). See his blog at www.californiaflowermall.com/blog.

Contact Information

  • Media Contact:
    Marianne Giblin
    Email Contact
    mobile 213-718-5730

    Spokesperson/Onsite Contact:
    Mark Chatoff
    Email Contact
    213-488-1153
    mobile 310-738-2441