10 Questions to Aviram Krell, Product Manager at Plantec Ecuador

It's another week and with this an opportunity to tap into new insights from the 10 questions segment on Thursd. Aviram Krell, the product manager at Plantec Ecuador, shares his floral journey with us in his answers. He further explains and goes into rose breeding, selection, introductions, and marketing, a job he is passionate about.

He acknowledges that challenges are a part of life and make life more interesting since they make you look forward to the next day. Read more of his story below, and enjoy!

Question 1

For those who don’t know you, who are you, and what do you do?

"My name is Aviram Krell. I was born in Ecuador but I grew up in the United States. After graduating from the University of Florida Masters program (Go Gators) I returned to Ecuador to help and learn from the business my father founded over 30 years ago."

Question 2

What is so special about your job?

"Plantec Ecuador is a Latin American powerhouse that specializes in the selection and marketing of new rose varieties. When my father founded the company, rose growers would fly to Europe to select the varieties they wanted to grow. After this, they would wait 6-8 months for their plants and see the first flowers of the new variety over a year later. Many times due to different elevations, climates, and sunlight intensity, varieties that looked amazing in Europe developed very differently in Ecuador where they were destined to be grown.

After Plantec pioneered the idea of selecting varieties in the countries of production, the whole industry changed. I am lucky enough to be part of the selection team here in Ecuador, and we get to see thousands upon thousands of new 'varieties' every year. Most of these will indeed be discarded due to poor vase life, poor production, short stems, disease resistance, etc. However, although more than 99.99% of the new 'varieties' are discarded, finding that one winner is an incredible feeling. Take a plant that you saw as just another code among thousands, and eventually, after 5-7 years of work and development, see that the plant be named."

Question 3

Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?

"Every day is a challenge, and every problem is an opportunity. Since I grew up in the United States I had lost much of my Ecuadorian roots. When I returned to Ecuador, I found it difficult to express myself in a way that my Ecuadorian co-workers could relate to. Obviously, this was a two-way street, and I also found it difficult to relate to my co-workers.

Through time, as my social circle expanded, I began to feel more at home in Ecuador. While many common occurrences in Ecuador sound totally alien to my friends in the US, for me and the team, it's just another Tuesday. I believe my unusual background results in a different perspective and helps me come up with new solutions to old problems. "

Question 4

What are the threats in the industry, and if so, do you have any solutions for them?

"I believe something that makes the rose industry not only exciting but also profitable is the huge market for premium varieties. Rose Explorer (the current most important red rose in Ecuador) is this extremely elegant dark red rose that lasts forever in a vase. More important than my opinion though, is that the market itself recognizes the value of this incredible rose and pays a premium for the best quality flowers. This allows farms to differentiate themselves from each other. Some farms have premium varieties that are difficult to produce but are outstanding in a vase.

 

 

 

There are also less well-known farms that do not sell varieties by name but by color. This is what I believe could be a huge risk for the industry. If all farms just sell 'red roses' instead of differentiating, the only way for a farm to truly be competitive would be to lower prices. This turns into a commodity market where the lower prices result in lower quality, fewer new varieties, and clientele that will eventually look elsewhere for the WOW factor they have come to expect from the rose industry."

Question 5

How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?

"New technologies can be incredibly disruptive, sweeping through the industry like fire, burning the old, and leaving the new to grow. Ironically we have seen that in our little segment of the industry incorporating too much new technology for the sake of being technologically savvy often alienates our customers. Our approach is very much based on the classical line my father coined many years ago. “The Plant doesn’t lie”.

Growers do not focus so much on production graphs and data analysis. Our growers want to physically see the plant. They want to experience the vase life. They have decades of experience working with roses and know that in their farms the techniques they have developed will also influence the plant production cycle. Often we get visits from clientele that bring their lead agronomists to our farm.

Their perspective is invaluable, and I don’t believe this part should ever be replaced. That being said, new technologies such as AI. Language models, satellite imagery, data analytics, and new agricultural strategies are always implemented at Plantec. Not as the foundation, but as additional tools to improve ease of commerce."

Question 6

Who (in or outside the floral industry) is an inspiring example to you? And Why?

"An easy question, finally! I look up to my father, who came to Ecuador as an advisor for a Chrysanthemum farm. He was originally contracted for 3 months and came to Ecuador with a family that didn’t even speak Spanish. With barely a dollar in his pocket, he turned the failing chrysanthemum farm into a successful business and continued learning more about the flower industry. But I do not look up to my father for being a great agronomer and businessman.

I look up to him for the values that he instilled not only in me but in his company. Just as he taught me the importance of honesty and hard work, the company too reflects his ideals. Everyone who enters Plantec knows that while some days might be stressful or difficult. They also know that they will be treated kindly, and respectfully, and if they wish to learn new skills, the incredibly capable team here is ready to teach."

Question 7

How do you handle stress or difficult moments in your life?

"I believe that some stress is good for the soul. A life with no stress probably indicates wasted potential. A little stress is what gets you up in the morning looking forward to the problems you will solve that day. Obviously, moderation is key, no one should have so much stress that they feel paralyzed or trapped in their job. My recommendation is to remember that the professional side is not personal. Criticisms can be burdens that weigh you down, or wings that lift you up and help you improve. The difference is how you take the criticisms.

Additionally, I had the amazing opportunity to learn from both, the incredible Mrs. Sofia Sanchez who has been working in Plantec for over 25 years and has been a mentor and a friend; and Mr. Santiago Jarrin who was the first person to join my father in this venture and has been a pillar of support and good advice, in and out of the office."

Question 8

What has been the best (floral or non-floral) news for you lately, or of the last year?

"Lately, the importance of family has been highlighted in my life. With all the hate and violence in the world, being able to hear from my family that they are alright every day is a luxury that for far too long I had taken for granted."

Question 9

Which is your favorite flower/plant and why is it good for you?

"My favorite flower is the Rose, obviously… Haha, many roses come to mind as spectacular, and it is hard to choose. Rose Explorer which I had already mentioned is incredible and it sets this wonderful statement of elegance and classic beauty. Another spectacular rose is the 'Rose Dark Crown'. It has this chaotic texture while the dark color sets an incredibly calm tone to the arrangement. Then again, the new variety Rose Mademoiselle is a perfume rose that activates all the senses. There is a whole world to explore in roses!"

Question 10

What are you doing this weekend?

"This weekend will be very busy. Interplant Roses is sending their team of directors, and breeders to evaluate the most recent codes. This feedback analysis is the way we guarantee that every year the crossings done, and the varieties developed are better and more vigorous than the last."

All pictures courtesy of Aviram Krell.