The flower seed sector is different than other sectors of the seed industry in a number of ways.

First of all, the unit of measure isn’t tons, or even pounds or kilos, but seed count. We sell in units of 1000 seeds.

We sell to seed distributors, who sell to professional growers, who grow plants that are sold to retailers, who finally sell to the end consumer.

We’re very research oriented, and we are always looking for what is new and different. Because we are dealing with flowers, our ways of judging the merits of a new variety are primarily subjective. We don’t take a lot of measurements, as what is important is the visual impact. A very simple "Do you like that?" is the major question that is asked every step of the way. This certainly simplifies the process, but it makes it imperative that we have a good understanding of what the consumer is seeking.