“ I am beaming that digitisation is being accepted so tight in the very traditional mart , ” says Charif Mzayek , founder and CEO of Floranow . In the beginning of 2021 , Floranow , a global B2B flower market place which enable direct transactions between growers and purchaser , acquired the flowered dispersion activities of Astra Farms , the largest cut efflorescence producer in the Middle East . In just 6 months , 80 per centum of their dealing have shifted from offline to online . Charif MzayekAcquiring Astra Farms ' distributionFloranow was founded in 2016 and the platform connects global producers of bloom and plants from every major exporting hub to regional and international buyers , including flower store , hotels , result planners and super markets . About six months ago , they acquired the dispersion activities from the Saudi Arabia - base cut peak cultivator Astra Farms . According to Mzayek , the transaction is mutually good . “ For Saudi retailers and wholesalers , it generate access to a large and rich assortment of flowers and plants , with over 12,000 clause from local and global producers on one convenient mart . For Floranow , the transaction facilitate the expansion of the company ’s geographical footmark in the region at an accelerated tempo , as it enables sales agreement of Astra Farm ’s broad assortment only and it provides benefit from their extensive distribution channel and customer al-Qaeda . ”Now , they are require over their flush distribution and digitize their whirl . “ We are make a model to make them atomic number 99 - mercantilism ready . For example , we are change the manner in which they are deal their flowers . It is coarse in Saudi Arabia to market place blossom establish on just their color . For illustration , it would simply say it is a white chrysanthemum , without any further details available . Floranow is introduce new criterion and Astra Farms ’ flowers are now swap on the platform by specifications , such as type , variety , distance and weighting . This pass to more efficiency when the client is choosing their production . ”Transforming a traditional marketAccording to Mzayek , Floranow is the MENA region ’s first online B2B peak marketplace , and they are aiming to move a very traditional mart into one that is adopting technology and digitisation , as this sum great time value to the Saudi Arabian floriculture . “ For exercise , we have a global internet of provider which means that we are link the Saudi Arabian manufacture with counterparts all over the world . As a result , they are exposed to a larger variety of flowers . In addition , clients are now provided with a newfangled level of transparence , as they get a full visibility of their orders via the online dashboard . We also provide an uninterrupted cool - chain , from grower to retailer , ensuring that the flowers remain refreshful upon arrival and last longer . ”ResultsMzayek reports that Floranow ’s services have been very well received by Astra Farms ’ node ; since the acquisition they are already about 5 months onwards of agenda . “ After only six months 80 % of our dealings have change over to online , and we are expecting this to become 100 % in the middle of July . Despite COVID-19 having a negative impact on many industries , we noticed that the pandemic fast - forwarded the need to switch to on-line client deportment , so the requirement has been really encouraging . For example , the moment we introduce Kenyan flowers to our platform , need immediately surged , which shows the efficiency of our model . Clients can trust that they can go online , select an order and play along along online to ensure that the order will be deliver , and is done so in beneficial quality . ”For more entropy : FloranowCharif Mzayek[email protected]www.floranow.com
© FloralDaily.com/Elvira Oosterbaan
