The students Alejandro Bernot and Alejandro Zorrilla, both from the Bachelor of International Business from the IBERO, created Verbena , a flower shop online that works in collaboration with flower growers from the community of Villa Guerrero, in the State of Mexico , in a business model that fulfills the Jesuit vocation of creating socially responsible and supportive companies.
When the young people performed their social service, they realized the need for farmers in Edomex to offer their products and receive a fair payment for them. For this reason, they decided to undertake this project and in this way help the communities to market their crops.
Alejandro Bernot explained that one of the differentiators of his business has a double positive effect: the link with the flower growers of Villa Guerrero allows the sale of freshly cut flowers and avoids the participation of intermediaries. On the supply side, Verbena makes arrangements different from those found on the market.
“Four months ago we did a pilot test to see if it worked, to see if people liked it or not. We sell different flower arrangements because we saw that the ones that exist in the market are very basic and we are looking for something more exotic, "said the student.
For his part, Alejandro Zorrilla recalled that 53% of the country's flower production occurs in Mexico, which facilitates collaboration with the entity's farmers, who are paid a fair price for their production . He added that this allows customers to offer reasonable prices compared to the competition. P>
Zorrilla explained that, generally, the value chain in the flower business begins with the farmer; later, the wholesalers arrive who order tons of product and pay for the cheapest flower. Later, they are distributed to be auctioned and, later, they are sent to places such as supply centers. Finally, there is a last phase to reach the florists or they go directly to the distributors. Along the way, the price increases and the only beneficiaries are the intermediaries.
“This process lasts two weeks. That is, the flowers arrive at our homes 15 days after being cut, therefore, they are no longer fresh and their durability is less. With Verbena, the flowers arrive at their destination one day after being cut by the growers, so they will last much longer ”.
In the not too distant future, students will grow their company through the automation of their processes, the hiring of personnel, the 'raising' of capital and a strategic alliance with a company in Barcelona, Spain. p>
For young entrepreneurs, giving a bouquet of flowers will never go out of style and beyond a fixed date on the calendar, "an arrangement can be given all the time".
Flowers in Mexico according to data from the Ministry of Finance and Public Credit (SHCP), the country ranks third worldwide in terms of surface area for the cultivation of ornamental plants with approximately 22 thousand hectares, where 10% of the production is destined for export and the rest for commercialization within the country.
According to the Mexican Flower Council, the rose, followed by gerberas and lilies are the most sold in Mexico; and on Mother's Day and Valentine's Day, up to 22 million roses are sold.
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