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Delivering Flowers to the Nation for Valentine’s Day
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Delivering Flowers to the Nation for Valentine’s Day

Every Valentine’s Day, consumers head into stores to purchase flowers at a volume that is far higher than any other day of the year. And, because they want to give their loved ones the freshest blooms possible, many Valentine’s Day floral purchases are made the day of—which means hundreds of stores around the country need to be prepared to have enough flowers on hand to meet their demand.

Florals need to maintain specific temperatures to preserve freshness and their Valentine-ready appearance. It takes precise timing, detailed cold chain management, and skill to get flowers from field to store shelf in time for the holiday. Here’s a look at the process involved.

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Javier Truyol

Javier Truyol - florals key account manager, C.H. Robinson

Javier has 18 years of experience in the transportation/logistics industry with C.H. Robinson, a company he joined in 1998 as a dry cargo manager in the Shreveport, LA, office. In 2004, he moved to the company’s operation in Miami to manage perishable commodities; a few years later he began working with flowers and has been loving it ever since. He currently manages importers, shippers and retailers in C.H. Robinson’s floral program, which aims to be the premier retail supply chain solution for the floral industry. He is a native of Madrid, Spain.
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