In 1994, Equiflor embarked on a journey to create the first nationally recognized consumer brand of fresh cut flowers. Our vision was to establish a brand in order to escape the commodity market that is the flower business. If it worked with cotton swabs, tissues, water and many other commodity type products, why would it not work with flowers?

 

We wanted to create a memorable recall in the market, as well as an identity built on high-quality flowers. Our brands would demand that our growers pack our products following very strict guidelines and precise harvesting and grading specifications. But most important, we needed the assistance and support of our valued customers to make this a reality.

 

Our customers saw the value of branding, and we created three brands – Rio Roses, Flora-Tec Carnations, and EuroSpec Specialty Flowers. Though all three brands were gaining traction in the market, one brand in particular was being asked for by name. That brand was Rio.

 

For years, both Equiflor and our customers have been promoting Rio. Some wholesalers benefited from the Rio brand by consolidating all of our other flower brands under Rio, and selling them as such. Customers have been encouraging us to officially consolidate all brands into Rio. Today, it is with great pleasure that I officially announce the release of two new Rio brands – Rio Carnations and Rio Specialty Flowers.

 

New packaging has been developed for Rio Roses, Rio Carnations and Rio Specialty Flowers. We are keeping the integrity and colors of the original Rio brand, but with a refined style. Rio Carnations and Rio Specialty Flowers will have the same color palette as Flora-Tec and EuroSpec, respectively. You will start seeing flowers packed in the new boxes in late April. The transition into the new brands will take a few months to complete. Once the changeover begins, Flora-Tec and EuroSpec will gradually transition out of the market.

 

Now more than ever we are convinced that selling by brand is not only the right way to go, but a necessity for success. We must stand out from a look-a-like crowd. I know you have been a loyal supporter of our brands, and you can be assured we are continually working toward improving our value proposition.

 

This is an exciting time for Rio. During this transition process we will continue to do what we do best - grow and distribute great flowers; and service our customers with marketing and education.

 

If you have any questions, or need more information, please feel free to contact me or any of our associates.

 

Best regards,

 

R. Victor Giorgini

President & CEO