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American Nurseryman:
As the new
president of Casa Flora, what are your goals or plans for the business?
Richard Lim: Clearly,
the overall goal in any business is to maximize the return on investment
to stockholders, and that's no different for Casa Flora. So while the
bottom-line or profit figure is the overriding objective, there also are
other factors to be considered in getting there.
The key is in understanding how to link people, strategy and operations
together in a coherent way. To me, these are the three core processes of
every business. The leader needs the discipline to get things done.
Execution and follow-up are critical. Any great vision will remain only
that -- a vision -- if not properly executed. Integrity also is needed to
ensure that what is delivered is real. These are all tools that help
ensure the results are sustainable.
Casa Flora has one-year and five-year plans. As the tissue-culture
business requires planning 18 months in advance, we have a system of
updating our business plans on a regular basis. We also have a paid board
of directors to offer a check and balance.
AN:
Are you starting
promotional programs? Grower partnerships? Branding?
RL: As
our market matures, there always is a risk of some products becoming a
commodity, leading to lower margins and increased supplies. However, Casa
Flora is committed to delivering a "value-added" product. We have
chosen to differentiate ourselves not by branding to the consumer, but
branding our products for the producer. The Casa Flora "brand"
offers on-time delivery, consistent high-quality and reliable supply,
greater selection/varieties and specific programs based on the needs of
our target users.
We also are exploring the potential of working with our traditional
competitors through mutually beneficial cooperation __ "strategic
coopetition". In this regard, we are able to utilize resources in
the most efficient manner.
AN: You have said that
a philosophy of yours is: "The world is our market." Will you
be opening markets overseas?
RL: There
are opportunities for growth in fern sales in overseas markets. [At
present], Casa Flora is putting effort on improving local sales, while at
the same time, looking toward directing more energy to developing our
overseas market in the near future. The possibilities are exciting.
We already have implemented the strategy of selling to our overseas
market from our local production greenhouses in Dallas, and Apopka, FL.
In Dallas, we recently added a state-of-the-art tissue culture
laboratory. This is in addition to our three tissue-culture laboratories
in Palmdale, FL. The Laboratories have enabled us to expand our capacity
to deliver consistent high quality throughout our extensive product
lines.
We will consider offshoring certain aspects of production to capture more
markets for Casa Flora, such as satellite production facilities, to
produce for the specific overseas market. For the US market, we do not
intend to encourage outsourcing to overseas production as it is difficult
to maintain consistency and quality.
AN: Will there be
personnel changes at Casa Flora?
RL:
Change is a necessary and healthy part of doing business. When the
environment changes, adapting creatively and effectively to those changes
is critical. So at Casa Flora, we're much attuned to monitoring change
and anticipating and planning how to adapt. Our team possesses the right
attitude to adapt and change quickly.
We will continue to recruit and promote from within the company. As Casa
Flora continues to expand, we also expect to have new positions that
become available.. New people bring fresh insights, while our existing
personnel provide continuity and consistency.
AN: How will you work
to redefine ferns as practical applications for the marketplace?
RL:
Mr. Naud Burnett II and his son, Burke, founded Casa Flora 40 years ago.
Naud Burnett II is a highly regarded landscape architect in Texas. We
will be using his expertise through the firm of Naud Burnett and Partners
to develop and implement practical applications of our products for
consumers. This will enable our customers to go beyond the nine common
ferns that usually are offered, resulting in an added service to our
valued customers.
This project will include offering cultural information; using ideas for
ferns in finished landscapes, including garden photos; and [promoting]
health benefits [of ferns]. The goal is to provide meaningful information
as part of the purchase experience and to help enhance appreciation for
how ferns can be a great part of the mix for end users at home and
offices.
It's all about translating value up the production chain through the
various users, and ultimately, making people's living and working
environments a little richer and healthier.
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