Connectaflor opens as Esmeralda closes
Connectaflor opens as Esmeralda closes
Esmeralda Farms Inc. closed its sales and marketing operation in Miami on Dec. 31, 2013. Jose Concepcion, who had been with Esmeralda for over 25 years in various management positions, launched Connectaflor on Jan. 1, 2014. His mission is to carry out the sales and marketing of Esmeralda products in North America. Connectaflor was established to serve as a direct link from the farms to the customers and will supply the North American market with Esmeralda and Esmeralda Breeding & Biotechnology brands.
Peter Ullrich, chairman of Esmeralda Farms Inc., announced his retirement in a letter to customers and friends.
According to Mark Dubner, vice president of sales and marketing for Connectaflor, “Overall, customers can expect the same high-quality products they were used to at Esmeralda, with a more aggressive marketing angle. We will also be able to have some more creative programs, especially in the area of margin-friendly bouquets sold by price point.”
Dubner said that Connectaflor will be moving after Valentine’s Day to a brand-new facility on the grounds of Miami Airport. “The new facility will reduce the number of times our boxes are handled and maintain the cold chain better … since the pallets will be offloaded from the planes and placed directly in our cooler. This will make product available for us to sell 12 to 24 hours faster than it is now.”