Interacting with Andres Sepe, right out of the bat you will notice his passion in what he does. He is a visionary leader, keen to make a lasting change sustainably. His take and insights about the floral industry, and sustainability politics show his dedication and need to contribute to this beautiful industry.
As the CEO of TAK Global, the leading producer of high-quality cut foliage from Guatemala, Andres is changing consumer perceptions about these beauties. He believes the only way to stimulate long-lasting demand is to sell emotions and not the products and find ways to connect with consumers rather than just pushing products to them. Read his answers to the 10 questions on Thursd as he unpacks different issues within the industry and delves more into his career journey and ongoing initiatives at TAK.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Andres, a 35-year-old Guatemalan, happily married to Sofia, and a proud dad to Adrian, Matus, and Luciana. My journey started young—at 14. I was doing deliveries for my dad’s business. A few years later, I moved on to help at my mom’s cosmetics lab, which taught me the value of hard work from the ground up. I quickly realized that being hands-on was my best learning style. You know the saying—monkey see, monkey do!
After a taste of the family business, I shifted to designing molds for shoe soles at a major company in Guatemala. But tech always called to me. My father-in-law, Alfredo Miron, saw that spark and invited me to help him start a GPS-based software company. We worked hard, grew fast, and three years later, sold 50% to our biggest client, becoming passive shareholders.
Fast forward to 2013, and I embarked on my most exciting journey yet; TAK Global, as the CEO (but really more like the captain of an incredible team), we’ve evolved from a single-crop business into a world-leading name in cut foliage. My role isn’t about just managing the present, I’m focused on where we’re headed, building a future where we are the green company that’s known worldwide."
Question 2
What is so special about your job?
"What makes my job so special is that no two days are ever the same. One day, I’m in back-to-back meetings at HQ, the next I’m networking at a trade fair, and the day after that, I could be giving gifts to our people during the Christmas season, visiting our farms! Sometimes, I’m even out scouting new land, by ground, sometimes by chopper.It’s an exciting constant adventure.
The fun part? I love what I do. My main focus is building relationships, whether it’s with my team, customers, suppliers, or even lawyers. That’s where the magic happens.
I’ll admit, I’m not the best executor. That’s where my amazing team comes in, making ideas a reality. I’m more of a creative mind, always thinking up new ideas, not just for this company, but for other industries too, thanks to the variety of experiences I’ve gained through our family’s investments and businesses."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"One of the biggest challenges I’ve faced is pushing for innovation in an industry that’s kind of stuck in its ways. The cut foliage business has been doing things the same way for 40 years, and people aren’t exactly jumping at the idea of new crops or fresh strategies. It's like trying to introduce a smartphone to a world still using landlines! But our approach has always been about transparency and trust, and that’s what sets us apart.
One of my proudest moments was shaking up the trading model in Europe. Before, everything was shipped on consignment—you’d send your product, wait five weeks, and then hope for the best when it came to payment. Spoiler alert: the farms almost always lost out. It was a system built for cutthroat competition. We flipped that script, creating a new model that puts our sustainability first.
Now, we’ve reached a tipping point where we, as leaders, set the ground rules with our commercial partners. It’s all about financial sustainability for us as growers, for importers, and down the supply chain to the end consumer. This shift is something I’m proud of because it’s not just about surviving, it’s about thriving together.
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The biggest threat to our industry is that it’s aging and not evolving fast enough. The larger players are growing, but not because they’re innovating, it's because competitors are dropping out. That’s not sustainable in the long run, and it’s a problem we can’t ignore.
Our solution? We’re focusing on adding value. If we stick to being just bulk suppliers of raw materials, we’ll be the next to fall. The future is about offering more, like premade products for florists, ready-to-sell green bouquets straight from the farm to supermarkets, and creating a leaner, more integrated supply chain.
But here’s the real kicker, sustainability. It’s the biggest challenge, especially in our industry. While the movement is crucial, it’s also misaligned with the realities we face, like unpredictable weather, labor shortages, and rising logistics costs. Certifications look good on paper, but they don’t reflect the real struggles at the farm level. And the worst part? The market isn’t willing to pay extra for the sustainability they demand. It’s a balancing act that could crash the industry if we don’t find a way to make it work for everyone.
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"Technology hasn't quite revolutionized our side of the floral business yet. Logistics costs are skyrocketing, and getting products directly to the end consumer is still a challenge. Honestly, I don’t see e-commerce taking over the cut flower industry anytime soon. Flowers are personal, people want to see, touch, and smell them before they buy. Florists and supermarkets will always be the go-to for consumers.
That said, the real opportunity lies in digital marketing. It's about telling the story behind the bouquet—how buying those flowers impacts the lives of people working on farms in Guatemala, Ecuador, or Kenya. If people truly understood everything that goes into producing that one stem, they’d value it more and be willing to pay for the joy that nature can bring to their homes.
For us, it’s not just about selling flowers, it’s about connecting consumers with the incredible journey behind each bloom. That’s where the future is, raising awareness and making people feel something deeper when they buy. Stop selling flowers and sell emotions."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My biggest inspiration? Hands down, my father-in-law, Alfredo. He started this company 37 years ago with an incredible vision, way ahead of his time. He didn’t just stick to one thing, he explored flowers, fillers, live plants, seeds, and finally, foliage. Today, TAK feels like we’re living in a “back to the future” moment. We’re adding value to things that once didn’t have it, like bringing seeds and plants from our foliage production back into the mix. And I’m confident that before long, we’ll be diving back into fillers and flowers, on track to becoming Central America’s leading flower company.
Alfredo always says, “You don’t need to be a fortune teller to predict the future—you just need to understand history.” And that mindset has been key to our success. He’s also been kind enough to teach me everything he knows, and most importantly, to let go, ensuring that succession can be successful."
Question 7
How do you handle stress or difficult moments in your life?
"I know it sounds a bit deep, but honestly, I’m an incurable optimist! I live by a quote from San Jose Maria: despreocúpate y ocúpate—which means “Don’t worry, just get to work.” For me, everything in life has a solution, except for death.
When challenges hit, I’m all about finding creative solutions. Sometimes I win, and sometimes I learn (especially when it comes to investments), but my motto is, “The best is yet to come.” Sure, I have my rough days, but the moment I step through my front door and get showered with hugs and kisses from my kids saying “Daddy,” everything feels better.
To unwind, I indulge in my hobbies like hunting and shooting, which I like to call 'plomoterapia' (shooting therapy!). But on weekends, you’ll find me fishing or enjoying water sports with my family. It’s those moments that truly fill my mind and heart with joy."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Honestly, it’s been a tough year with some big names in the floral and foliage industry closing their doors. While that’s concerning, it’s also a wake-up call for all of us to rethink how we operate.On the upside, I’ve seen some companies like Fresh From Source stepping up to innovate—linking farms directly to customers and refreshing their concepts and beliefsc. It’s a bold move, and while it’s not the only path, it’s exciting to see something that’s never been done before.
The best news? The industry is finally recognizing that the “sustainability” trend needs a major reset. Customers aren’t just buying into the concept, they need to understand its value and be willing to pay for it. It’s a chance for all of us to shift our approach and create a more meaningful impact."
Question 9
Which is your favorite flower/plant and why is it good for you?
"As a grower, I could easily mention one of my own products, but when it comes to flowers, my absolute favorite as a grower has to be peonies! Not only are they stunning with their lush structure, but the entire growing process is a work of art in itself. From the cycles to the weather, there's so much beauty in how they develop.
I have to give a shoutout to my friend Marty Star, who’s doing incredible work with My Peony Society. He’s elevated the peony experience, showcasing their true beauty and the artistry behind their cultivation. Peonies are just a perfect blend of elegance and nature’s craftsmanship!"
Question 10
What are you doing this weekend?
"This weekend is shaping up to be my favorite kind! It’s all about quality time with my wife and kids at our beach house. I’m crossing my fingers for plenty of sun and warm weather. On Saturday, we’re planning to hit the canal for some stand-up paddleboarding—it's the perfect way to get a little exercise while having fun together. Then on Sunday, my older son Adrian and I will probably go fishing before we head to church with all the family. It’s all about making memories and soaking up the good vibes!"
All pictures courtesy of Andres Sepe.
