The Economics of Everyday Things 117. Cut Flowers
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Dec 8, 2025 
Bob Mellano, the VP of wholesale operations at Mellano & Company, shares insights from his family's multi-generational flower business. Jasmine Gomez-Gonzalez, COO of OC Wholesale Flowers, reveals the logistics behind sourcing imported blooms. They dive into the complexities of the global flower trade, examining labor issues and Rainforest Alliance certification. The duo also discusses how the cold chain preserves flowers during transit and the pricing challenges around peak holidays, like Valentine's Day.
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From Horse-and-Buggy To Global Grower
- Bob Mellano's grandfather immigrated from Italy and started the family flower business by selling greens at the L.A. market.
- The family now runs a 400-acre San Diego farm and imports globally to supply diverse customers.
South America Runs High-Volume Supply
- South America dominates U.S. supply for high-volume flowers due to climate and lower labor costs.
- Countries like Colombia and Ecuador now supply most roses, carnations, and hydrangeas to the U.S.
Speed Up The Cold Chain
- Maintain a tight shipping timeline: harvest, hydrate, pack, fly, clear customs, and truck within about a week.
- Shorten transit by flying directly to regional airports to preserve freshness.