Powering Valentine’s Day with end-to-end supply chain orchestration
Powering Valentine’s Day with end-to-end supply chain orchestration
Valentine’s Day this Saturday marks the beginning of the floral peak season. As it does every year, C.H. Robinson, a global logistics company, is set to move up to 10 million boxes of flowers – representing roughly one of every four fresh floral units sold at retail – helping deliver bouquets across the country.
The company specializes in managing complex, temperature-sensitive supply chains.
"What you might not realize when you receive that perfect bouquet is the sophisticated logistics operation it took to bring it to you," said Jose Rossignoli, president of Robinson Fresh, the company's fresh supply chain division. "When you're handling a perishable product that starts losing shelf life the moment it is cut, you need to orchestrate operations across a full ecosystem of growers, air carriers, warehouses and retailers to ensure the product is on display at the exact right time. Every single part must run like clockwork."
The operation is vast and time-sensitive. About 70 percent of all cut flowers sold in the United States annually are imported from Latin America during the three-month peak season from Valentine’s Day to Mother’s Day, with 95 percent coming from Colombia and Ecuador. The majority move through Miami International Airport within 24 hours of being cut before being distributed to retailers nationwide.
U.S. retail flower sales reached approximately $9.8 billion last year. For Valentine’s Day alone, floral volumes surge by 2,500 percent.
The logistics require precise conditions. Flowers must be kept at 34 to 38 degrees Fahrenheit and 90 to 95 percent humidity throughout their journey. Any delay or fluctuation means a loss of freshness and value, making minimized wait times and flawless execution critical.
During the 2024 floral season, C.H. Robinson achieved a 98 percent on-time delivery rate. The company coordinates product sourcing, supply chain solutions and customer service, allowing it to track and optimize each shipment and adapt in real time to disruptions like extreme weather or flight cancellations.
"What makes C.H. Robinson uniquely fit for this job is our scale, end-to-end coordination and adaptability," said Jim Mancini, the company's vice president of customer success. "Moving millions of flowers between continents in a short timeframe requires a fully integrated approach that aligns planning, sourcing and execution, and the ability to pivot quickly when the unexpected happens."