Florabundance is, without a doubt, a name synonymous with exceptional quality and unmatched service provision in the wholesale floral industry. The company has carved out an impressive niche for itself over the past three decades as a premier supplier of wholesale fresh-cut flowers, foliage, garlands, wreaths, and bouquets in the U.S. and Canada. For the past thirty years, the flower enterprise has practically grown into a trusted partner for florists, floral designers, special event companies, and other professionals in the floral industry.
Over these years, Florabundance has steadily expanded its reach, establishing strategic partnerships not just in its California locality and the U.S. in general, but also in major flower-producing countries like Holland, Colombia, Ecuador, and others beyond. This wide network allows the company to offer its customers a consistent, year-round source of the freshest, highest-quality flowers and foliage available for whichever occasion. So, here’s Florabundance's really interesting — and inspiring — story!
Humble Beginnings, Exponential Growth: From Dutch Farm to American Floral Giant
Joost Bongaerts, the owner and president of Florabundance, was born in 1959 in Den Haag, Netherlands, where his journey into the fascinating world of flowers began at a tender age.
Growing up, he spent his summers working on his family's farm in northern Holland, and this kindled his passion for agriculture and horticulture. Basically, it is his early exposure to flowers and other horticultural products that laid the groundwork for his future success in the floral industry.
After graduating from Wellantcollege Gouda —- a learning institution located in the province of South-Holland — with a degree in Plant Science, Joost went on a semester-long exchange program at Michigan State University. It was during this time that he developed an incessant yearning to work and live in the U.S.
Joost began his professional career in 1981, marketing fresh-cut flowers from Holland for the Dutch Flower Auctions & Exporters Organization, first in his home country and then in Livonia, Michigan. From 1983 to 1991, he worked for several Dutch flower bulb companies, selling flower bulbs and perennial plants to specialty cut flower growers.
In 1991, together with his wife, Alexandra, the couple opened Bon Fleur (Bongaerts Flowers), a European-style retail flower shop in New Canaan, Connecticut. During this time, he also imported flowers from Holland and served as the president of First American Florist, an online wholesale flower company.
Joost:
“I, essentially, became the first employee [of the flower shop] and she [Alexandra] was managing it. We brought flowers directly from Holland, and Florabundace — then a leading wholesale flower provider founded in 1994 in Carpinteria, California — became one of our suppliers. We developed a working relationship with the company, and in due course, I was asked to be a partner in the business.”
Thus, in 2002, Joost, who has been selling flowers in different forms for at least forty years, became a partner in Florabundance, and in 2008, he acquired its full ownership. He then guided the company through a period of significant growth and transformation, and also some of the most trying moments, including when fires and mudslides happened, as well as during the COVID-19 pandemic.
The California-based company, which, started small, had a big vision of redefining the wholesale flower industry experience by reducing the amount of time from when a flower was cut to when it was delivered to a retailer’s hands. And over the years, the company has achieved that; growing mainly through its strong online presence, unique marketing efforts, and other acquisitions.
Even so, it is Joost’s experience, which includes know-how in selling flower bulbs to growers, importing cut flowers, and running a successful retail flower shop, that practically, provided him with a unique perspective and invaluable knowledge that has been instrumental in, later on, modeling Florabundance into one of the premier flower wholesalers in the U.S.
Florabundance’s Growing Floral Success
The mission of Florabundance is based on a dedication to providing the highest quality fresh-cut flowers to its customers. As one of the premier sources for wholesale floral products in North America, the company, which is located in an area surrounded by small and boutique flower growers, has built a reputation for delivering value and quality products to the floral design industry.
Driven by a team of knowledgeable and customer-centric professionals, Florabundance does its utmost to understand the unique needs and specifications of its clients. The flower professionals diligently assess the quality and availability of their floral offerings, ensuring that customers have access to the information they need to make the informed decisions necessary to run their businesses successfully.
In practice, commitment to excellence is at the core of everything that the company does; right from the moment a flower is harvested to the moment it reaches the customers.
Even in its operations, the flower wholesaler acknowledges the inherent challenges that come with fluctuating production levels and varying growing conditions and hence remains firm in its efforts to maintain a consistent supply of superior-quality flowers and greens. For instance, when faced with disruptions in the supply chain, the company proactively communicates with its customers, ensuring that they have the necessary information to make informed decisions and explore alternative options.
A Commitment to Quality and Innovation
Florabundance's success, to a significant extent, lies in its dedication to quality and innovation. The company has invested heavily in up-to-the-minute flower packaging and handling techniques, ensuring that every stem that leaves its facilities is in pristine condition and assured to last.
Furthermore, the company's team of floral experts is always exploring new ways to expand its product offerings, introduce forward-looking floral varieties, and develop innovative solutions to address the evolving needs of its customers.
Whether it's sourcing unique and specialty flowers, developing new packaging methods, or implementing advanced logistics solutions, the flower wholesaler is always looking for ways to push the margins and provide its customers with the tools and resources they need to succeed.
From sourcing the finest floral products from around the world to providing personalized guidance and support, the company remains steadfast in its mission of being a trusted and essential partner to the floral retail and design community.
Sustainable Practices and Community Engagement
Even as it continues to grow, Florabundance remains guided by the essentials of sustainability and community engagement. The company works closely with its grower partners to ensure that its floral products are produced using environmentally responsible practices, and it has implemented a range of initiatives to reduce its carbon footprint and promote sustainable agriculture.
Joost:
“A lot of our growers are already certified. And this is a chance to promote them as such.”
In addition to its focus on sustainability, Florabundance is also deeply engaged in supporting its local community. The company regularly partners with different organizations, and supports various causes, such as American Grown Flowers, seeing as the company is located in the region considered to be the flower-basket of the U.S.
Essentially, a large percentage of the products it supplies encompass domestically grown flowers. As a matter of fact, in 2020, the company became a Certified American Grown business, an accomplishment that Joost views as a way to support the industry.
Joost:
“70% to 80% of Florabundance’s offerings have always come from California. The rest come from around the nation, with [just] some imports that help bridge the winter production gap.”
Exceptional Customer Service and Expertise
Further to its quality, innovation, and sustainable practices ideals, Florabundance has earned a standing for its customer service and extensive industry expertise. The company's team of knowledgeable wholesale floral consultants works closely with each customer to understand their unique needs and preferences, and, in turn, offers tailored guidance and support throughout the entire ordering and delivery process.
Joost:
“If, for instance, a customer looks for something that they can’t find, our staff goes out of their way to find this product for the customer.”
It is, perhaps, such kind of approach that has earned the flower wholesaler a faithful following among floral professionals, not just in the country, but also elsewhere across the world. In essence, the customers know that when they work with Florabundance, they can count on receiving, not just the highest-quality flowers, but also the right guidance, support, and expertise they need.
Looking Into the Future, It’s All Bright for Florabundance… and the Floral Industry
Three decades of excellence in the wholesale floral industry, Florabundance remains relentless as it pursues its floral growth and innovation. Backed by its commitment to quality, perfect customer service, and sustainability, the wholesaler, going by all indications, is well-positioned to capitalize on the growing demand for high-quality, environmentally conscious floral products.
The future of the floral industry is, definitely, bright, and Florabundance remains among those at the forefront of the dynamic and ever-evolving floral landscape as it stays true to its core values, continuously invests in its capabilities, and nurtures strong partnerships with its customers and growers.
So, if you’re looking for a reliable, innovative, and customer-centric wholesale flower solutions provider, then Florabundance easily presents a clear choice with its unrivaled product quality, exceptional service, and rich industry know-how.
All photos by @florabundanceinc
