MANILA, 30 OCTOBER 2009 - With a rosy cut flower business in the Philippines for more than 25 years now, Philippine Cut Flower Corporation (PCFC) assures that it's not only a green thumb and a love for flowers that keep their offerings in bloom. Information technology has very much helped their company blossom--as proven primarily by its official e-commerce site, www.islandrose.net.
Specializing in Dutch and French variety flowers grown under the cool Tagaytay climate, Island Rose lets people order their high quality roses straight from the farm for delivery. Working with the best logistic companies such as LBC, DHL, and Fedex (Air 21), Island Rose also assures that its roses will arrive fresh -- or, approximately 72 hours after harvest, as the website claims -- to anywhere in the Philippines.
Their Internet operations prove to be a brilliant move as Island Rose reports in its website of selling nearly two million stems a year. Their ingenious endeavors have also merited them several awards and recognitions from the Senate Committee on Cooperatives, Development Authority for International Trade Expositions & Missions, and Technology and Livelihood Resource Center (TLRC), specifically its prestigious Technopreneurship Award.
The World Trade Organization (WTO) agency International Trade Center (ITC) in 2003 even picked them to represent the Philippines as a "best practice model" for use of information technology in the small and medium enterprises category. Their latest is the 2008 Agora Award for Outstanding Achievement in Entrepreneurship from the Philippine Marketing Association.
Distributed by leading Filipino retailers, while imported by traders in more than five countries, Island Rose has catapulted parent-company PCFC as among the top 7,000 companies of the country with its expansion towards the virtual world.
In an email interview, Island Rose and PCFC vice President and marketing director Dustin Andaya shares that the rosy beginnings of Island Rose.net stemmed from the company's desire to broaden its successful initiatives.
"Before the advent of www.islandrose.net, our business was involved in the wholesale of flowers -- supplying flower shops, event coordinators, hotels, and restaurants. We did very well in this business but around the year 2000, we felt the need to find a vehicle to expand our company, independent and not reliant on industry growth rates. We created our 'straight from the farm concept' and used the Internet as a means to deliver this new service to a new market," shares Andaya, adding how they complimented this move "by partnering with delivery services... [to] expand coverage nationwide without having to put up expensive branches and logistics capability."
Proud of this accomplishment, Andaya thinks this effort spelled success for their company "because we used the Internet to offer a service that would have otherwise been difficult to acquire." "When you order from Island Rose, you literally order first class flowers straight from the farm and have it delivered to your recipient's doorsteps... faster, fresher and fairly priced. In the physical world, you will have to take a trip to Tagaytay or pay a middle man to do that -- the option we offer through Island Rose [becomes] both cheaper and more efficient," he elaborates.
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