Understanding the Real Supply Chain

Mapping a Rose from Farm to Customer

I mapped the journey step by step:

The Journey of a Rose

1. A single rose moving from South America to a customer in the United States typically passes through multiple stages:

   • Farm harvest

   • Grading and packing

   • Pre-cooling

   • Airport export handling

   • U.S. customs and inspection

   • Import broker

   • Wholesaler

   • Retailer or end buyer

   At first glance, it seems straightforward.

   But each step represents a system, a decision point, and a potential variable.

   What the Process Reveals

   When you lay it out like this, something becomes very clear:

   Every step adds cost.
   Every step carries risk.
   Every delay affects quality.

   A rose is not just grown — it is managed through time, temperature, handling, and logistics.

   If one part of the chain fails or slows down, the impact shows up in the final product.

   Where Value Is Created

   Not all value comes from the farm.

   Value is added (or lost) throughout the journey:

   • How quickly the rose is cooled after harvest

   • How efficiently it moves through export handling

   • How well cold chain conditions are maintained

   • How fast it clears customs and inspection

   • How it is handled at the wholesale level

   What looks like a simple product is actually the result of coordination across multiple operators and environments.

   Why This Matters

   Understanding the supply chain changes how you see the product.

   You begin to recognize:

   • Why certain roses last longer

   • Why pricing varies so significantly

   • Where inefficiencies exist

   • Where opportunities might be created

   A Practical Exercise

   In the Rose Import Lab™, one of the first exercises is simple:

   Map the journey of a rose from a farm in South America to your own city.

   Not conceptually — step by step.

   Because once you can see the full path, you can begin to understand where you fit into it.

   The Takeaway

   The flower industry is not just about growing.

   It’s about movement.

   And those who understand how products move — across borders, through systems, and over time — are the ones who can navigate, improve, and eventually reshape the industry.