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From Seed to Consumer, we’ll cover breeders, growers, importers, distribution, wholesale, bouquet makers, marketers and mass market retailers.

Super Floral
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Travis Rigby

38 posts
Travis Rigby is the publisher of SuperFloral, the news source for the mass-market floral industry. He leads its website and weekly newsletter, covering what matters to growers, breeders, supermarket floral buyers and category managers. Travis studied journalism at the University of Utah, founded and led PosterGarden.com for 27 years, and is president of FlowerBox.com.
  • Industry News
  • Supply Chain

How Air Cargo Capacity Shapes What Flowers Cost You

Floral logistics: a large jetliner on an airport tarmac, a generic illustration of air cargo
Floral logistics shifted fast at the 2026 Valentine’s peak, with charters reaching 45% of capacity at Bogotá and Quito. Here is what buyers should ask before 2027.
  • Travis Rigby
  • November 9, 2026
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  • Industry News
  • Supply Chain

Kenya Flower Sourcing for Buyers of Roses, Markets and Freight

Kenya flower sourcing: rows of plants in a greenhouse, a generic image of protected cut flower production
Kenya flower sourcing in numbers: roses make up about 69% of exports, and the Netherlands takes about 46%. A buyer’s profile of what the data says.
  • Travis Rigby
  • November 9, 2026
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  • Supply Chain
  • Industry News

Market Wrap Up as Freight Rates Rise and Mum Import Rules Ease

Concept of white and yellow chrysanthemums beside flower cartons and a temperature logger in a fictional receiving area.
Air cargo spot rates climb as Ecuador prepares for the Nov. 9 chrysanthemum import transition. What mass-market floral teams should verify on freight, paperwork and receiving.
  • Travis Rigby
  • November 8, 2026
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  • Business
  • Industry News

Valentine’s Day 2027 Falls on a Sunday: A Floral Buyer’s Plan

Red, pink and white roses in a bouquet
Valentine’s Day 2027 lands on a Sunday, 15 weeks from now, and that changes how grocery floral buyers should plan the selling window.
  • Travis Rigby
  • November 2, 2026
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  • Industry News
  • Marketing

Grocery Floral Merchandising: 7 Display Moves That Sell

Colorful bouquets displayed in tiered wooden bins at a grocery store floral display
Grocery floral merchandising starts with the display: one in four shoppers calls in-store displays their main floral cue, per IFPA research.
  • Travis Rigby
  • November 2, 2026
View Post
  • Industry News
  • Trends

Spray Roses: A Grocery Buyer’s Guide to Varieties, Vase Life and Handling

Close-up of cream and peach spray roses with several blooms on each stem
Spray roses add volume to grocery bouquets; here is what buyers should know about types, vase life and handling before committing volume.
  • Travis Rigby
  • November 2, 2026
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  • Editorial
  • Events

Floral Trade Shows Worth Traveling For in Early 2027

Dümmen Orange stand with hanging floral installations and visitors at IPM Essen 2026
These floral trade shows are worth traveling for in early 2027: IPM Essen in Germany, TPIE in Fort Lauderdale and the WFFSA conference in Miami.
  • Travis Rigby
  • November 2, 2026
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  • Supply Chain
  • Industry News

Market Wrap Up: Freight Costs Rise as Flower Trading Gets More Precise

Concept of two floral workers checking gerbera stems and product specifications in a distribution area
Air cargo rates and new grower and wholesaler case studies put delivered cost, product specifications and order visibility in focus for mass-market floral teams.
  • Travis Rigby
  • November 1, 2026
View Post
  • Everyday Flowers
  • Industry News

A Look at Rosaprima’s RP Exclusivities Roses

Close-up of softly colored roses from Rosaprima’s RP Exclusivities collection
Rosaprima’s nine RP Exclusivities roses offer a starting point for more specific product descriptions and customer conversations in floral retail.
  • Travis Rigby
  • October 31, 2026
View Post
  • Industry News
  • Supply Chain

Ecuador vs. Colombia Flower Sourcing: What Valentine’s 2026 Numbers Mean for U.S. Buyers

Person among blooming rose bushes, illustrating rose production for export
Ecuador flower sourcing looks different from Colombia’s on volume, tariff rate and destination mix. Here is what the Valentine’s 2026 numbers mean for U.S. buyers.
  • Travis Rigby
  • October 26, 2026
View Post
  • Supply Chain
  • Industry News

Market Wrap Up: Winter Flowers Arrive as Holiday Shoppers Seek Value

Scene of fictional floral buyers checking chrysanthemums and amaryllis in a flower distribution work area.
Winter flowers enter the Dutch marketplace as U.S. holiday shoppers watch their budgets. Fresh signals for seasonal orders, auction workflows and freight checks.
  • Travis Rigby
  • October 25, 2026
View Post
  • Business
  • Supply Chain

Sourcing Flowers from Colombia: A Buyer’s Guide to Volume, Risk and the 12.5% Tariff

Sourcing flowers from Colombia: rows of flowering stems growing under cover in a greenhouse
Sourcing flowers from Colombia now means weighing a 12.5% U.S. tariff, higher wages and a stronger peso against the origin’s unmatched volume.
  • Travis Rigby
  • October 19, 2026
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Taiwan Orchid Breeders Look to Premium Overseas Markets

Taiwan's orchid industry is looking to build on its export strength by developing…
  • SuperFloral Team
  • November 10, 2026
Floral logistics: a large jetliner on an airport tarmac, a generic illustration of air cargo
  • Industry News
  • Supply Chain

How Air Cargo Capacity Shapes What Flowers Cost You

Floral logistics shifted fast at the 2026 Valentine's peak, with charters reaching 45%…
  • Travis Rigby
  • November 9, 2026
Kenya flower sourcing: rows of plants in a greenhouse, a generic image of protected cut flower production
  • Industry News
  • Supply Chain

Kenya Flower Sourcing for Buyers of Roses, Markets and Freight

Kenya flower sourcing in numbers: roses make up about 69% of exports, and the…
  • Travis Rigby
  • November 9, 2026
Concept of white and yellow chrysanthemums beside flower cartons and a temperature logger in a fictional receiving area.
  • Supply Chain
  • Industry News

Market Wrap Up as Freight Rates Rise and Mum Import Rules Ease

Air cargo spot rates climb as Ecuador prepares for the Nov. 9 chrysanthemum import…
  • Travis Rigby
  • November 8, 2026

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