What is the role of a broker in the floral industry?

• A. Receive large quantities from foreign countries and domestic growers; sell and ship by air or truck to wholesalers.
• B. Grow flowers and sell directly to customers.
• C. Design and arrange floral pieces for events.
• D. Set pricing for retailer customers.

Answer: (A)

In the floral industry, a broker serves as the intermediary between growers and wholesale buyers. They handle receiving large quantities from foreign countries and domestic growers, and they arrange the sale and shipment of flowers to wholesalers—often by air or truck—to move perishable goods quickly and efficiently. This role is about linking supply with demand and coordinating logistics, rather than growing flowers or designing arrangements. It’s also not about setting prices for retailer customers, which is typically the domain of wholesalers or retailers. So, the broker’s emphasis on sourcing in bulk from producers and delivering to wholesale buyers best captures what they do.