Q: Noam, it’s clear Del Alma is doing something different. Can you tell us about the initial spark for the company and what drove you to challenge the traditional floral industry?

Noam Temkin: The idea for Del Alma truly came very naturally, almost organically. We had farms in South America growing some of the best products, but they had limited North American exposure. I brought my knowledge of the U.S. and Canadian markets, and we also had a freight and logistics specialist on board. Together, we set out to challenge the commoditization of the floral industry. We knew we had to do things differently to get noticed. For instance, our very first bouquet collection in 2020—and every one since—came from a designer with a degree in architecture and very limited experience with flowers. Our aim was to reframe the value proposition from bland and perfect to something truly inspirational and romantic.

Q: That’s fascinating, using a fresh perspective to challenge norms. Beyond the innovative design, Del Alma has a strong focus on responsibility. Can you elaborate on your sustainability initiatives?

Noam Temkin: Absolutely. Beyond innovation, quality, and design, our core goal was to create a company rooted in responsibility to our people and our planet. Our farms were already doing incredible work, providing medical services, schools, and homes to the hundreds of employees who grow and harvest the flowers. All of our farms are Fair Trade Certified, and whenever possible, they avoid spraying anything besides water on our flowers by using “good bugs” to eat the “bad bugs.” But we wanted to go even further. In 2023, we became the first floral company to be certified Plastic Neutral by Tidey. We’re still the only company in the industry that can claim plastic neutrality, which is something we’re incredibly proud of.

Q: That’s a truly remarkable achievement and a benchmark for the industry. Looking at the broader landscape, what do you see as the biggest innovations and challenges facing the floral industry today?

Noam Temkin: The beauty of our industry is that we are still in our infancy. Sure, the last 50 years have seen a dramatic shift in our supply chain and where consumers shop for flowers, yet I believe there is so much more to discover. We cannot commoditize this industry, nor can we treat it as a luxury—both will yield the same result: selling fewer flowers. The “secret sauce” lies in elevating the experience, inspiring with new discoveries, educating and communicating with our consumers, while ultimately providing an overall value that cannot be refused.

Q: “Elevating the experience”—I love that. What’s on the horizon for Del Alma? What can we look forward to?

Noam Temkin: Our goal is to continue to align with the right client partners to bring our formula for the “perfectly imperfect” nature of flowers to market. We’ve been very busy this year, releasing over 40 new varieties, with many more in the works. The more discovery we offer to the consumer, the more involved they get, which leads to fewer barriers to purchase. We also have many new projects and merchandising options in the works… but I’m keeping some of those close to the chest for now!