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Miguel, Wholesaler of Flowers: “The Key to This Business Is to Buy Exactly What Is Going to Be Sold. Five Years Ago, on Valentine’s Day, We Had 15,000 Roses Left over, Which Caused Us a Loss of 12,000 euros.”
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Behind a bouquet of flowers of 50 euros is a complex distribution network that starts thousands of kilometers and works with a millimeter precision. The heart of this system is the auction of flowers in Holland, a market where the price of a rose or a tulip can vary in a matter of seconds. Companies like the wholesaler Fort Ness Group, located in the Balearic Islands, invoice 4 million euros a year in a sector that moved 50 million in the island…
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