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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.
  • Business
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  • Supply Chain

Grocery Floral Shrink: Where the 9% Goes and How to Cut It

Grocery floral shrink: buckets of fresh cut flowers on display outside a shop
Grocery floral shrink averages 9% of sales, so every point you recover is worth about $990 a year in an average department.
  • Travis Rigby
  • October 19, 2026
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  • Business
  • Industry News

Supermarket Floral Price Points, Margin and the Math Behind Both

Supermarket floral pricing: wrapped flower bunches in crates with small price signs at a flower market
Supermarket floral pricing works best when price points are set against a 48% gross margin and 9% shrink, not against last year’s shelf tag.
  • Travis Rigby
  • October 19, 2026
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  • Business
  • Industry News
  • Trends

Best Selling Grocery Roses, Bouquets and Arrangements

Best-selling grocery flowers: overhead view of wrapped mixed bouquets with sunflowers and lilies
The best-selling grocery flowers change by season: roses, bouquets, arrangements and outdoor plants each lead in different months, IFPA data shows.
  • Travis Rigby
  • October 19, 2026
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  • Industry News
  • Marketing
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Christmas Floral Program Buyer’s Guide

Christmas floral program: red poinsettias with a glass ornament and lights
A Christmas floral program built on IFPA holiday data should lock bouquet specs, plant orders and freight by early November.
  • Travis Rigby
  • October 18, 2026
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  • Supply Chain
  • Industry News

Market Wrap Up: Softer Flower Prices Meet Higher Freight Costs

AI-generated scene of two floral supply-chain professionals reviewing flowers, a clipboard and a tablet in a distribution center.
Softer Dutch flower prices, higher airfreight costs and a cautious holiday outlook put landed margin in focus for mass-market floral buyers.
  • Travis Rigby
  • October 18, 2026
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  • Industry News
  • Supply Chain

Two Hydrangea Brands Set North American Liner Launch for 2027

Groundbreaker Ruby panicle hydrangea flowers changing from white to deep red
Plant Development Services will offer liners from Groundbreaker and Living Creations beginning in January 2027, opening a trial and production-planning window before broader retail distribution in 2028.
  • Travis Rigby
  • September 28, 2026
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  • Industry News
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Floriday Trading Changes Put Order Reviews and Connections in Focus

Flower grower and buyer review an order on a tablet beside buckets of cut flowers in a wholesale workspace.
Floriday’s direct-trading migration and Oct. 1 response rule give flower growers and buyers new reasons to review connections, notifications and order responsibilities.
  • Travis Rigby
  • September 27, 2026
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  • Marketing

Market 32 and Price Chopper Award $15,000 in Grants to Youth Soccer Organizations

Featured image for: Market 32 and Price Chopper Award $15,000 in Grants to Youth Soccer Organizations
Market 32 and Price Chopper awarded three $5,000 grants to New York youth soccer organizations following a customer nomination sweepstakes.
  • Travis Rigby
  • September 25, 2026
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  • Industry News
  • Marketing

Fall Container Programs Expand Beyond Traditional Mums

Featured image for: Fall Container Programs Expand Beyond Traditional Mums
For retailers, the strategy creates opportunities to merchandise complementary items rather than compete solely on the price of standard mums.
  • Travis Rigby and SuperFloral Team
  • September 20, 2026
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  • Business

Danziger’s Amor Fancy Chrysanthemum Moves Into Commercial Production

Deep-purple Amor Fancy chrysanthemums with green centers
Danziger says its deep-purple Amor Fancy chrysanthemum is moving into commercial production in Colombia, with multi-flowered stems and strong postharvest potential.
  • Travis Rigby
  • September 20, 2026
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  • Business

Opti-flor Automates Orchid Flow From Staking to Packing

Automated orchid handling system operating at Opti-flor
Opti-flor has connected machine vision, RFID tracking, buffering and order fulfillment in a greenhouse automation system with capacity for 30,000 orchids.
  • Travis Rigby
  • September 20, 2026
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  • Business

Indonesia Floriculture Exports Reach 96 International Markets

Indonesian floriculture industry representatives at FLOII Expo 2026
Indonesia reports Rp3.51 trillion in floriculture exports reaching 96 countries, highlighting an emerging ornamental supply market and its quarantine requirements.
  • Travis Rigby
  • September 20, 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
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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
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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
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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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