Meet Gerald Prolman, CEO of Organic Bouquet, Inc.
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| Gerald Prolman has a long and successful history of developing and introducing innovative organic perishables products on a large scale. His previous company, Made In Nature, was the first to successfully market a line of organic produce under a brand to mass-market retailers in the United States. During the early 1990s, Prolman's commercialization of organic fruits and vegetables resulted in the conversion of more than 10,000 acres of land to organic production in the U.S. and abroad. In 1994, Prolman sold Made In Nature to Dole Food Company, an event that was the catalyst for exponential growth of the organic category. |
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| "Once Dole stepped in, other major growers followed and mass market retailers started to participate," said Ray Clocke, who at that time was the senior vice president of Safeway Corporation produce and floral division. "The growth continues every year." |
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In 1995, long before the introduction of national organic standards, Prolman created "Guidelines for the Development for National Standards for Organic Production" which he sent to presidents, prime ministers and secretaries of agriculture in more than 100 countries.
Prolman began Organic Bouquet with no supply of product, no apparent demand and very little money. He started the company just as the dot.com boom came crashing down, and investors were extremely reluctant to entertain new business ideas. Undaunted by the challenge, Prolman was convinced that if he could create the supply, he would awaken the inherent demand among consumers concerned about the effects of chemicals on farm workers and the environment.
The first challenge was to identify quality commercial growers of the top five or more selling flower varieties and persuade them to grow organically. The search extended to more than 100 in six countries over several years. Eventually, Prolman created a core group of 6 growers to start organic flower production for the company.
Led by Prolman, Organic Bouquet's next step in the development of environmentally friendly flowers was the implementation of a national American based standard for Green Label floral products.
The multi-billion dollar organic market didn't evolve by chance. Over the past four decades, leaders have emerged in every sector of the supply chain, including farmers, processors, marketers and educators. Only a handful, however, have been able to take a step back and look at the potential of this community from 30,000 feet, and see how all the players and pieces of the puzzle fit together.
Gerald has a long and successful history of developing and introducing innovative organic perishables products on a large scale, including:
- Made In Nature - the first to successfully market a line of organic produce under a brand to mass-market retailers in the United States. During the early 1990s, Gerald's commercialization of organic fruits and vegetables resulted in the conversion of more than 10,000 acres of land to organic production in the U.S. and abroad. Subsequently, he sold to Dole Food Company, an event that was the catalyst for exponential growth of the organic category.
- Organic Bouquet the undisputed market leader, Gerald pioneered the eco-flower market which, in 2003, was valued at $8+ million, up 52 percent from 2002, with estimated annual growth of 13 percent through 2008.
Related accomplishments:
- Developed international supply of sustainable and organically grown flowers in six countries: United States, Ecuador, Colombia, Mexico, Costa Rica and Holland - a supply valued at $100 million.
- Forging supply chain to facilitate transition of the $19.5 Billion U.S. floral and horticultural
market to ecological and organic production.
- Initiated "Veriflora " - an international eco-floral certification standard that is quickly becoming the new "Green" standard, and being adopted by some of the world 's largest flower growers.
- Received Special Recognition by the Ecuadorian Government for social, environmental and economic developments in Ecuador.
- Named "official florist" for United Nations - World Environment Day, June 5, 2005
- Produced "United Nations, Together We Can " - featuring Gospel legend Edwin Hawkins and the world's most famous gospel singers.
- Pioneered organic produce market with Made In Nature - the first to successfully market a line of organic produce under a brand to mass-market retailers in the United States. Gerald's commercialization of organic fruits and vegetables resulted in the conversion of more than 10,000 acres of land to organic production in the U.S. and abroad. In 1994, Prolman sold Made In Nature to Dole Food Company, an event that was the catalyst for exponential growth of the organic category.
- Developed "Guidelines for the Development for National Standards for Organic Production" in 1995 - long before the introduction of national organic standards - to facilitate the acceleration of a global organic movement. He sent copies of this document to presidents, prime ministers and secretaries of agriculture in more than 100 countries.
- Forged more than 300 corporate and non-profit alliances, reaching 10+ million consumers by 1Q 2006 - including: Working Assets, Harry and David, Jane Goodall, American Humane Society, PETA, Wine.com, Stonyfield Farm, and Rodale Inc.
- Organized first Argentine organic agricultural trade mission to the United States. Invited by the Argentine government to stimulate interest in organics with growers and consumers across Argentina.
- Awarded "Outstanding Small Business" by Governor Pete Wilson, State of California, 1993
