This is an
interview that I did with a gentleman named Edgar who has
been dubbed “The Latin King of Flowers.” Although he seems
a bit embarrassed by his nickname, the success story that he
tells will prove that it is quite justified and well-earned.
Born in
Bogotá, Columbia, Edgar came to the United States as an
exchange student when he was 15 years old. He was looking
for good opportunities and wanted to live in the United
States. He eventually settled in Miami to attend college
and graduated with a degree in International Business and
Management.
While he
was in college, he started toying with flowers. A friend of
his father’s in Columbia was a grower and exporter of
flowers. Edgar began his career by importing small amounts
of flowers from this farm. He would then go around and sell
the flowers, mainly roses, to local flower shops.
His
business really started to take off in 1985 when he hired an
expert in the flower export business. His goal at this
point was to really understand the business. He learned
that, instead of selling small amounts of flowers to local
florists, by importing large amounts of flowers and then
selling them to large wholesalers, he could make more
money. You’ll hear Edgar explain the step-by-step daily
routine for importing and selling his flowers during this
time. You’ll also hear some horror stories about how a good
number of flower shipments were totally lost.
Throughout
the interview, Edgar discusses the evolution of the flower
industry and the many innovative steps that he took in his
own business to have the best quality products and the most
satisfied customers.
You’ll be
especially interested to hear about Edgar’s successful
partnership with Wal-Mart. You see, he bypassed dealing
with Bentonville by partnering with a company that sold
potted plants and that was already in Wal-Mart and several
large supermarket chains. The floral programs he helped
develop in conjunction with the Wal-Mart team were an
immediate success for the large retailers.
Later
Edgar sold his company to US Floral Products. However, he
was given the opportunity to buy back the Bouquet Division
when USA Floral Products went into Chapter 11 in 2001.
Listen as
I probe for Edgar’s experiences and success with Wal-Mart:
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He has set up an experienced and
knowledgeable group of associates to specifically cater
to Wal-Mart on a day-to-day basis.
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He gives advice on how companies should
work with Wal-Mart – what Wal-Mart expects and what you
must deliver.
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Why Selling To Wal-Mart is an excellent company to
deal with.
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How Edgar takes advantage of technology
such as EDI with Wal-Mart to invoice and get paid.
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What his philosophies are when dealing
with Wal-Mart and other large retailers.
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How his company participates in
Wal-Mart's commerce program, where orders are placed on
Wal-Mart's web site and how deliveries are made directly
to the end customer by Edgar’s company.
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Edgar currently services approximately
900 Wal-Mart stores east of the Rocky Mountains and
would like to reach out to the West Coast by opening a
strategic regional facility.
This
entire interview is packed with great information on topics
such as import/export, innovations to the flower industry,
business strategies, and how to be successful at operating a
business dealing with perishable products.
It’s an
enjoyable interview that I encourage you to take the time to
listen to. Not only will you learn a great deal about
getting your product into Wal-Mart and working with
Wal-Mart, but you’ll hear the story of how a young man from
a third-world country came to America and, with hard work
and ingenuity, turned his passion for flowers into a
multi-million dollar business. For More Interviews Like This
click here
