Delaware Valley Floral Group wants to put the romance into its flower brokerage business: As of Sept. 1, Flower Transfer Brokerage is officially known as Transflora, a name the company says is more appealing and less confusing for customers.

Bill Schodowski, director of business development for Transflora, explains that there are two other "Flower Transfers" within Transflora's parent company, one a line-haul trucking company and the other a cold storage and handling company.

"As the brokerage side of our business grew, it became necessary to merit its own identity ... Transflora," Schodowski says. "In our eyes, Flower Transfer was a very 'unromantic' name for a company that takes pride in sourcing some of the most beautiful product from Colombia and Ecuador. Flower Transfer is a great name for a trucking company and cold storage company, which it is. However, it was not the name that we were looking to advance the growing brokerage side of our business."

Also, to keep the Transflora transition seamless, all of the company's old e-mails, telephone numbers and Web sites will continue to function by forwarding customers to the new e-mails, phone numbers and Web site, while they continue with the debut of Transflora.

--Kori Kamradt
kkamradt@safnow.org

 

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