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Focus

A Flower's Journey

A Cargo Logistics Forum kicked off World Floral Expo 2010. I had the honor of introducing the panelists and moderating the Q&A between presentations. Pictured left to right are: Eric Gysen, George Cantafio, Wilfred de Wit, Dottie Harrigan, Sebastian Wollman, Madelein Marrero, and Carmen Taylor.

Mrs. Carmen Taylor - Managing Director Cargo Sales of American Airlines Cargo, described how American Airlines worldwide network prepares for and accommodates the floral industry with innovative web tools, new customer service teams, enhanced product performance, and improved visibility for tracking in moving flowers around the world through 250 cities and 40 countries everyday.

Mrs. Madelein Marrero - Regional Sales & Service Director for Latin America, Mexico, Caribbean and Southeast USA with Continental Airlines Cargo Division explained that there is demand and room for growth in the floral industry so her company is now participating in the new 61,000 square foot facility of the Fresh Air Cargo Center at Houston's George Bush Intercontinental Airport (IAH) and how it processes time and temperature sensitive items such as flowers.

Mr. Wilfred de Wit - CEO: Flowersonline B.V. addressed the issue of reducing loss by 12% via advanced web-based software solutions systems for the floral industry that code, track, and trace flowers streamlining the function of transportation logistics.

Mr. Eric Gysen - Cargo Sales Manager: Liege Airport, Belgium showed how an airport and its specialized services can mean perfection for flower transportation. His presentation detailed how Liege Airport has developed added value, cost reduction, and personalized services for their clients in order to safely move hundreds of thousands of tons fresh product through its infrastructure.

Mr. George Cantafio - Vice President Sales & Marketing: Armellini Express Lines Told the importance of over the road transportation in fresh flower logistics and how their company has not only created new products and services but entire new spin off companies in order to adapt to and serve the floral industries growth and development over its 55 years.

Mr. Sebastian Wollman - Commercial Manager: Logistic Flower Center Compared flower cargo by sea transportation to the other means of distribution and expressed that it is a new concept that could make a huge difference in the quality and longevity of fresh cut flowers not only for the end consumer but for all suppliers along the way.

These types of businesses are the unsung heroes of the floral industry and most people don't even know they have anything to do with flowers! But they are as necessary to the floral industry as bees are to flowers. Through their innovation, commitment to performance, and support for the floriculture we are assured that growers can get their goods to market, distributors are continually getting improved quality, retailers always have more varieties of fresher flowers heading their way, and in the end - consumers can experience more abundance and longer vase life in their blooms.

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