The other hurdle is simple demand. While the floral industry relies on the booming Valentine’s Day season for revenue, pulling off the feat is no walk in the park — especially when it comes to roses. More than 250 million roses were sent around the world for Cupid’s special day in 2014, accounting for more than half of the total number of flowers delivered for the holiday. Given the high volume of flowers, anticipating demand is key. If florists underbuy, they can’t compete for customers during a vital season. If they overbuy, they must watch their investment wilt away in a refrigerator.

This high risk of waste is what makes innovation so crucial to the industry. In 2014, the Bouqs Company debuted their new floral business model on Shark Tank. With their direct-to-customer supply chain, in which suppliers only need to cut flowers that are actually going to be used, the Bouqs Company cuts down on delivery time, eliminates costs, and reduces waste.

So, when you press “buy” this year, recognize that the far-stretching supply chain that brings your flowers from a farm in Colombia right to your doorstep is possible only through constant technological innovation and efforts towards efficiency.

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