TRUE. today

Time to send out a TRUE. update to all those involved: Excellence, Qualisa, FlorControl, Galegos & Neidl, Verdict, Import Flower Services, KesselsKramer, Tjep., Thomas, Roses and Blooms, Floralies, Elizabeth Ryan ... Here is the email:

this rose challenges your patience. TRUE.

Traditionally, reds are grown in Colombia and not in Ecuador. For nearly two years Qualisa has struggled to produce TRUE. roses in Cayambe (Ecuador), with ups and downs. Presently, there again is a down in spite of all the technical efforts, investments and creativity. The Ecuadorian climate and UV seem not to be tamed. 1 September next will be the go/no go date here.
Excellence Roses in Colombia, on the other hand, continues to be excited and amazed with the flower quality, lasting for three weeks in the vase. They expect to start shipping in several weeks. Their production will be a few boxes per week until November/December, when the numbers will be at least tripled.

After having shipped from Quito through Miami to New York for a few months, we came to the conclusion that, although TRUE. roses can easily stand the length of the journey, the damage inflicted by the handling is not fit for such an exclusive product. Therefore, we have started to fly the boxes in directly. Maximum freshness, minimum handling (but extra cost). Import Flower Services (New Jersey) is taking care of this.

The TRUE. display, packing and other PR materials are still in the Delaware Valley warehouse, waiting for a new distributor. We are searching.
We have received a sample of a TRUE. dozen-gift box (in addition to the box for the single rose). This will need some changes.
We have received the second series of samples for the golden thorn, looking nice, but not perfect yet.
We will start working with the latest version of the Verdict data logger system, enabling us to monitor transport conditions of each shipment through the internet.

The TRUE. launch, in collaboration with Capricious magazine and New York press, will be postponed to next winter, when Excellence gets into full production. Until that time, only Roses and Blooms, Floralies and Elizabeth Ryan can be served.

Roses and Blooms has been selling TRUE. roses for nearly a year now and the proof of the pudding is in the eating: customers come back for more. Two weeks ago part of a movie was shot in the store, with celebrities such as Kim Raven, Lindsay Price and Brooke Shields present. Luckily, some boxes of TRUE. roses came in, were sent out and each recipient called back later, TRUE.ly impressed.

It has been a long, tough quest so far, but step by step we get there.

this rose makes a lasting impression, whether you want it or not. TRUE.