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Florescence Quality Cut Flowers was originally established in Albany in 2001, but has been operating under its current owners, Charles and Lee Reynolds, since January 2004. In that time, the business has moved from a small farm with limited production to a thriving and constantly growing partnership.
As a result of our quality product and reliability in supply, Tesselaar Flowers WA (one of the largest flower wholesalers in the state) now takes hundreds of bunches of our liliums each week, with Florescence supplying the majority of their Oriental lilium sales. We are very proud of our relationship with Tesselar Flowers in WA, thoroughly enjoying the friendship and support of Tom and Carolyne Carey, owners of Tesselaar Flowers WA. This robust partnership has allowed us to better manage production and increase market share.
But our focus is not only on Perth. We enjoy providing the best local florists with outstanding, fresh product, while at the same time offering fresh flowers at very affordable prices to people of Albany and the Great Southern. We sell these flowers at weekend markets and from Gull Service Station Albany Highway, the Hospice Butterflies Shop, BP Mt Barker, Supa IGA Denmark and The House Paddock Gnowangerup OR direct from the farm at 414 Old Elleker Road, just 6 k's along the Lower Denmark Road (Monday - Friday, 8am - 3pm).
Another element of our local community engagement is the wedding market where we have provided young couples with a much-needed DIY option. For some, the desire for a beautiful wedding with the most glorious flowers has been beyond their budget, but Florescence now helps them achieve this dream.
Much of our success is due to the help of our wonderful staff. We understand that success is not based on processes and systems alone, but on the people who implement and manage them. This is why we work hard on our retention strategies for our staff.
It is significant that all our staff are committed members of our small team, dedicating considerable effort to enhancing the business. This has considerable financial benefits for the business. With significant skills from past employment and great initiative, we have worked together to develop the skills needed to be excellent cut flower growers. This has empowered all to work unsupervised within their area of responsibility.
I really enjoy working here with such a nice group of people. Mr Manuel Navalta, Florescence longest serving staff member
One of the ways we have developed a strong sense of belonging is through the Florescence breakfast each morning. In this relaxed environment tasks are discussed, plans and improvements talked though and both the farm's and the world?s problems are solved! It is also the time when people bringing advice to the farm are invited to attend. This allows them to meet the team, who can listen to and discuss the visitor?s ideas, advice and thoughts.
I have been to many workplaces and this is the only one where they have breakfast together each morning. Whenever I attend, the strength of the team as a whole is remarkable. It is a compliment to the leadership of both Charles and Lee. Matt Blom, Aker Flowerbulbs
A hearty breakfast each morning emphasises the unique blend of precision management and team building, as the affairs of the day are discussed in a beautifully informal briefing and de-briefing session with a dedicated staff. Mark Kennedy Supervising Inspector AQIS
Not only has our success been recognised through a special Albany Chamber of Commerce and Industry Award, the Department of Consumer and Employment Protection of WA used Florescence as the case study in its ‘Don’t rule out mature age workers’ campaign.
