Seedra plants a flower exchange on the web

Seedra Inc., which provides flower retailers direct access to farm/grower inventory, has launched its web site. Seedra provides its customers with direct-from-the-farm flowers. Formerly known as Flowergarage, Seedra has raised close to $1.4 million from Stonepath Group and other angel investors to develop its technology, sales and account management to better serve the $15 billion fragmented floral market. Seedra's full-service e-commerce marketplace provides the platform for floral retailers to shop and buy the freshest items directly from the growers. "Seedra affords unprecedented value and customer service to retail florists by enhancing their product offering and providing efficiencies to help them save money," said Alex Munoz-Suarez, chief executive officer and co-founder of Seedra. "The retailers we serve get the freshest, highest-quality flowers for their customers -- flowers that can last up to twice as long as other wholesalers' products, maximizing retailers customer service and return on product investment." Seedra will offer a full array of flowers and access to real-time farm-direct inventory. Flowers are delivered to customers via overnight air.