About us

Two Brothers, One Mission: Fresh Flowers Done Right

Greenchoice Flowers started in 2008, not as a website, but as two brothers walking the wholesale flower district on 28th Street in New York City, visiting shop after shop, face to face. No fancy office, no big warehouse — just real conversations with flower shop owners, learning their business up close, understanding exactly what they needed, and building relationships one visit at a time.

That face-to-face approach has stayed at the heart of who we are. For us, the human side of this business — the conversation, the handshake, actually listening to what a florist needs — has always mattered as much as the flowers themselves.

One of us was actually on the ground in Ecuador, working directly with the farms and managing sales into the US market. That hands-on experience is where Greenchoice was really built: we learned up close, from the farms themselves, what real quality looks like — which growers treat their workers fairly, which ones never cut corners, and which ones we'd trust with our own name on the box.

We launched our first website about 10 years ago, and for the last 6 years we've grown into the consolidated e-commerce operation we are today — serving over 2,500 florists, wedding planners, and event designers across all 50 states. But even as we've scaled, we haven't changed how we do business: every relationship still matters to us the way it did when we were walking 28th Street, shop to shop.

Farm Direct, Sourced From Around the World

Every fresh product we sell is farm direct, sourced from responsible, certified farms in Ecuador. Beyond our fresh flowers, we also bring in a wide range of complementary products from the United States, Europe, and Asia, so florists can find everything they need for a design in one place. We work with growers who hold Rainforest Alliance and Fair Trade certifications and who genuinely invest in their communities — because we've walked those farms ourselves, and we only sell what we'd be proud to put our name behind.

More Than a Catalog — Real Service, Real Solutions

We built Build Your Box because every designer's vision is different. Pick your farm, choose your box size, and mix and match the bunches you actually need — no rigid pre-sets, just the flowers your design calls for.

But what we care about most is simple: we want every customer to feel happy and well taken care of. That's why our customer service team is here to actually help — not just process orders. We love it when customers call us. Tell us about your event, your color palette, your budget — we'll recommend exactly what will work, because we know our flowers and we know what performs.

Built on Loyalty, Not Just Transactions

What we're most proud of isn't a sales number — it's the florists who've been ordering from us for years, sometimes since the very beginning. That kind of loyalty isn't an accident. It comes from consistency, fair pricing, and treating every order like it matters.

We've watched florists and designers grow their entire business using our catalog — from small startups doing their first weddings to established studios scaling into full-service event design. Their success, built with our flowers, is the story we're proudest to tell.

Nationwide, Farm Direct, Always Fresh

Today we ship to all 50 states with free shipping on every order. But no matter how big we get, Greenchoice Flowers will always be what it started as: two brothers who showed up in person, built real relationships, and never stopped caring about getting it right.