The Logistics of The Long-Stemmed Rose

The Logistics of The Long-Stemmed Rose

Ah, Valentine’s Day is coming.

The most romantic holiday of all, at least for the 55% of Americans who actually celebrate it. Though nearly half of us DON’T participate in a meaningful way, those who do, apparently do it up BIG.

According to Forbes Magazine, consumer spending on Valentine’s Day is third only to Christmas and Mother’s Day. Mother’s Day comes in around $23.5 billion and Valentine’s Day is not far behind at just under $20 billion. (Yes, BILLION. On Valentine’s Day. WOW.)

What are these spenders buying?

According to the National Retail Federation, on Valentine’s Day in 2017 almost $2,000,000,000 (that’s 2 BILLION!) was spent on flowers alone!

That is A LOT of flowers – and an upwards of 250 MILLION roses alone! But that’s really no big surprise, as the classic red rose is as much a part of Valentine’s Day as a chubby-cheeked cherub.

Yet, when that gorgeous dozen (or two!) arrives, fresh and flawless, most people don’t think twice about where they started and how they arrived. Their attention is on the flower’s perfect beauty and of course, their admirer.

So, from where will your rose start its journey this year?

While it’s not surprising that so many flowers are sent on Valentine’s Day, it may come as a surprise that almost all of the long-stemmed roses sold in the United States come from South America. Most of those roses come from Columbia and Ecuador. It is known that some of the world’s finest coffee grows exceedingly well there, and this same climate produces millions of the finest flowers as well.

Did you know: roses grow perfectly straight only near the equator, where the sun shines perpendicular to the plants. How cool is that?

Now that we’ve sourced the roses, how do they get from hot and humid South America to points across the United States before they bloom, wilt and die? To waste the life of a long-stemmed rose otherwise destined for greatness in her eyes would be tragic!!

Talk about time-sensitive, fragile freight!

It’s a big-time logistical challenge with a 10-12 day “make or break” window to go from harvest in South America to a vase somewhere near you. It goes without saying that fresh roses must not arrive too early and be opened too soon. Or even worse, turn brown in the days leading up to this most romantic holiday.

It’s such a perfect balance of the rose’s transition from life to death and the truck, trains, and planes that deliver this annual delight is critical. That only is achieved through the most rigorous logistics standards and reliable equipment.

An exacting refrigeration “cold chain” is a must. It ensures the flowers remain “dormant” in bud-status past the initial delivery to wholesalers. The woody perennial flowering plant of the genus Rosa, in the family Rosaceae, must then remain in its suspended state long enough to make it to the retailers. Then to the homes and offices of their adoring fans everywhere.

The most classic presentation of the long-stemmed rose is, after all, a tightly-closed bud that will open gradually after reaching its final destination.

So what does the journey of a long-stemmed rose look like, through the experienced eye of the billion-dollar floral industry?

As you can see, it is an amazing journey that long-stemmed roses take, from the first fields to their final stop.

The next time you buy or receive a beautiful bouquet, take a moment to say “THANK YOU!” to the international team of transportation and logistics men and women who make it happen!

Happy Valentine’s Day!!!


Thanks to C.H. Robinson for the infographic. 


Leveraging AAGEX for your success in 2018

When the month of January rolls around, it’s time for everyone to take a look at what worked and what didn’t. If you’re struggling to find a company that can help you achieve those missed 2017 opportunities, we invite you to see how AAGEX Freight goals for 2018 can help get you there, faster.

If you’re reading this, thank you. We know your time is precious. 2017 was a challenging year, but if you were positioned with the right company, you probably did well.

However, if you struggled and felt like you didn’t have the tools or support to grab the opportunities that came your way, now is the best time to take a long hard look and assess your current situation. 2018 looks like more of the same – increasing freight demand and tight capacity.

Don’t let disappointments from last year spill into the new year. Change is always tough until the benefits of change are realized, then it’s “why did I wait so long?”

We invite you to take look at AAGEX Freight Group.

At your convenience, pick a day and time you’re available to talk. Let’s spend 15 minutes dreaming big and exploring how AAGEX does it better than the competition. We want to hear your story and where you want to take your business.

Sure, we’ll brag about our brand and describe how it is built by the best, for the best, because it is. The foundation of our “corporate culture” is a deep appreciation for your talents and results, and our compensation model rewards your success in real time, as you achieve.

In conclusion, we have leveraged our years of experience, knowledge, and understanding of the freight transportation industry to formulate an opportunity you simply need to hear, and then decide if it fits for you.

Reach out to me when your schedule permits, and let’s talk.

Mark Weiss
Phone: 888-622-0006 x 113