Ecuador Direct Roses Story-Chapter III 

Building a Solid Foundation for Success

When starting a business, any business, one must consider a number of factors that will hopefully ensure future success.

Profitability; In establishing the margins for customer pricing, is it realistic? Is it competitive?

Quality Control; How do you replicate your procedures so that your customers can expect consistency in your product?

Distribution; Dealing with international markets, time zones, delivery options. Complex challenges, especially when your product has a limited shelf life.  

Marketing; How do you reach your potential clients with effective communications?

Juan Carlos and his wife Rosana had to deal with all of the above and the many more unexpected challenges that arise with any start up enterprise. Yet there was one more important consideration, one that, based on my experience in the US, often doesn’t factor into many corporate conversations.  The welfare and wellbeing of their employees.

Cultivating Success in the Floral Industry

The early employees answering the call to work were mostly country woman. In Spanish, they were referred to as “mujeres de campo”. Generally, their economic status was marginal, as most came from families accustomed to hard work with little monetary gain. Their educational opportunities were limited; as most early employees were, if lucky, able to complete basic educational studies.

Many workers began their day leaving their homes often while still dark. They walked, sometimes miles each way, up the mountain to begin their daily assignments. When it was time for lunch some of the workers had meager provisions, and often lacked the nourishment needed to complete a day’s hard work. How would Juan Carlos and Rosana deal with this basic but important component in building their company’s foundation?

Feeding Hearts, Growing Flowers: Our Commitment

The solution to this problem was not only a floral business decision with an eye toward future profitability. It was also a decision that was born in their heart. Juan Carlos and Rosana decided to hire a nutritionist and a full time chef. This would ensure that the workers could look forward to a healthy noontime meal, consisting of hot soup and balanced nutritional local food. This action had multiple positive benefits as the food was purchased from local sources which contributed to the livelihood of local farmers and other providers in the community. Juan Carlos and Rosana had faith If they did the right thing, not only in their personal life, but also in business, they would be rewarded with future success.

Blooming Dreams: Invest in Ecuadorian Roses
Fast forward to the present day. Ecuador Direct Roses employs more than 120 full time workers. Over 70% are women. At first many employees walked to work. Trails from homes to the farms have given way to roads. Over time, bicycles, and later motorcycles could be seen lining the entrance way to the ecuadorian rose farms. Today, the parking lot is filled with the automobiles that many workers now have the ability to purchase. The children of farm workers now enjoy the opportunity to pursue higher education. Where once college was only an opportunity for the privileged, it now has become an attainable dream for many in this “family” of employees. 

Happy Workers, Happy Flowers

The success that Ecuador Direct Roses has achieved can be attributed to many facets of professional management and oversight. We’ll highlight these insights in subsequent posts. However, it is clear that by placing employee welfare as a top priority, Juan Carlos and Rosana’s company has become not only be profitable but compassionate as well.

In my next post it will be my pleasure to introduce you to some of the farm’s longtime employees. We’ll learn how their lives have been transformed by the job security offered from the Ecuador Direct family. We’ll come to appreciate that the beauty of each and every fresh flower harvested high in the Andes mountains is matched by the love and beauty of the “family” at Ecuador Direct Roses. Much more to come.