"Mayesh seeks to streamline their flower sourcing. Through our programs we help customers to save both time and money while ensuring they have the quality and variety they need," says Yvonne Ashton, Director of Marketing at Mayesh, a wholesale florist with 22 branches across the United States.
The Farm Direct Boxlot program
As part of their efforts to meet florists need, Mayesh recently launched the Farm Direct Boxlot program. The program aims to give florists and floral designers in the United States access to fresh, premium flowers sourced directly from South American flower farms. The Mayesh Farm Direct concept consists of four main pillars, which are: 'Dedicated Support in South America', 'Made-to-Order Harvesting', 'Cold Chain Integrity', and 'Personalized Local Support'.
More precisely this means that the Mayesh team works closely with partner farms in South America, aiming to optimize coordination and direct access to fresh flowers. Additionally, Mayesh claims that flower boxes are harvested and packed only after orders are placed. The third and fourth pillars refer to the company's approach towards the cold chain and customer support. "We maintain an uncompromising cold chain from farm to doorstep, with final delivery made by our temperature-controlled trucks, ensuring flowers arrive in peak condition. Furthermore, each florist receives dedicated assistance from their local Mayesh team."
"Not just a buzzword"
According to Ashton, the Farm Direct element is not just a buzzword, but all about freshness and quality. "By connecting our customers directly with our partner farms, we ensure that flowers are harvested and packed specifically for each order, only after the order is placed. Moreover, our imported flowers are never precut and stored in U.S.-based coolers. This approach guarantees that our flowers arrive as fresh as possible."
What's more, she finds that the Farm Direct concept could play an increasingly important role in the floral industry, saying: "As consumers and florists alike demand more transparency and quality, direct farm relationships perfectly meet these needs. Ultimately, we expect the future to bring closer connections between growers, distributors, florists, and end consumers, with technology and sustainability at the forefront. We aim to be at the heart of this evolution, continually innovating to meet the changing needs of our industry."
For more information:
Mayesh
mayesh.com