A couple of years ago, I went on a blog run by the Floral Group.
Floral was founded in 2005 by two florists and a baker named Jennifer Eichelberger.
It specializes in traditional wedding cakes, which means they typically come in different sizes.
The florist/baker duo were selling the same kinds of cakes at different prices, which made them a good fit for a blog dedicated to cake baking.
One of the floristas’ clients, however, was Lanky Box, a company specializing in custom cakes.
Flora is a baking website with an emphasis on “beautiful cakes,” which is a bit of a misnomer, because they sell a lot of cakes that are too small to be called cakes.
Flora has had a hard time staying afloat in the current baking marketplace.
Lanky Box also had a customer who was selling cakes to floristry shops.
LankyBox had an excellent response to that client, but that client had to change the price of the cakes she sold to Flora because of an increase in sales.
It’s hard to explain how Flora’s business has changed in such a short time.
When the Flora Group was founded, Flora was mostly a floriculture company, but they were quickly realizing the value of baking a wedding cake, a service that has been offered by florismas for a long time.
In fact, it was so well-received that the Florisma group decided to expand into cake baking a few years ago.
We’ve seen a shift in the way that floristic bakeries are selling cakes.
Today, cake baking is a service.
And Flora has become one of the top cake baking services in the world.
I was there to interview them about their evolution, and I had a lot to say.
If you’re interested in cake baking, you should check out the Flourishing Florist’s blog, and Flora Cake Bakers is the place to do so.
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