Established in 2017, Floranow is a curated B2B online marketplace powered by innovative technology to enable direct transactions in the global floral-supply-chain. Floranow connects growers from Holland, Kenya, Ecuador, India and Colombia, amongst other locations to regional florists, events planners, and hotels. The company is enabling a more efficient flower market by eliminating several intermediaries simultaneously, thereby shortening lead times, providing farmers fair pricing for their products (and increasing their income), and creating a value-added service for retailers (enabling them to better manage their businesses and reduce their costs).