’We were lucky to find some new markets’
What kind of company do you have?
“We have a 16-ha area, divided over two locations, where we grow large-flowered roses and garden roses. The nurseries are called Singha CAS CI and Singha II and they are located in Bogota. We also operate The Farm Direct Company to trade flowers of our own and other companies. These include calla, spray roses, carnations, gypsophila and cut hydrangeas. For the latter, we collaborate with a nursery in Medillin. Hydrangea is a flower that has to be transported very carefully. But we are able do that.”
How is the business doing?
”It’s still going well. Until two years ago, things were quite bad. That was mostly because of the exchange rate of the US dollar. But it’s better now. Small companies are gone and the exchange rate between the dollar and the peso is more favourable. On the other hand, the Russian market was hit by a crisis last year. Russia was an important market for our company. We still have customers there, but fewer now. And we had to adjust our prices a little for the Russian market. We were lucky to find some new markets including Poland, Italy, Spain and Romania. The market is in good shape now. About 30% of our flowers go to the United States, 15% to Australia and New Zealand and the rest goes to Europe, Russia and the Middle East.”
Which are the most important months for you?
“The most important period of the year for us is from January to May. All important flower days such as Valentine’s Day, Mother’s Day and Women’s Day in Russia, all take place during these months. In summer, we don’t ship as much to the United States because demand goes down. In this period, sales to New Zealand and Australia increase because they are having their winter then. After the summer months, exports to the US start up again. At the end of the year, Thanksgiving and Christmas are important days.”
What are your plans for the future?
“There’s still some fallow land on our second farm and we’d like to use that to expand with new varieties of roses. Otherwise, there won’t be too many changes at the nurseries. We won’t be doing anything to work more efficiently for example, because we are already working very efficiently. If we get the chance, we would be interested in trading a bigger variety of flowers. In order to promote our trading activities, we’ll be at the Flower Expo Poland fair in August and at the IFTF in the Netherlands in November this year. And we’ll also go to a trade show in the United States and to Proflora in Colombia. We’re normally at a trade fair in Russia in September, but we’re going to give that a miss this year.”
Juliana Navas
Company: The Farm Direct Company
Place: Bogota, Colombia
Products: large-flowered roses, garden roses, hydrangea, calla, carnations, gypsophila.
Acreage: 16 ha
Juliana Navas: ”The Russian market was hit by a crisis last year. Russia was an important trading partner. We still have customers there, but fewer now.”
