Hoovu Fresh

The brand's story began with the founders growing up on floriculture farms, where they learned about the flower industry from an early age. Their father started a rose farm in 1994, the same year the founders were born, which expanded to include farms in India, Ethiopia, and Kenya. Over the years, they witnessed significant changes in the industry, including the establishment of the International Flower Auction Bangalore and the awe-inspiring Kenyan farm, which was the world’s largest rose farm. Their experiences in the family business and the cut flower industry highlighted the high wastage rates of 40% and the enormous opportunity for scalability in the fragmented traditional flower market.