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"As purchaser of a supermarket I want to buy straight from the source so I can increase my profitability."
"As a florist I want to know which products are available and when, so I can tell my wholesaler what to buy and where."
"As a wholesaler I want to show my clients (florists) what is available when, so I can run an efficient operation."
Fresher product, lower logistical costs.
Ability to differentiate from supermarkets, sell products with longer vase life and command a better price.
Lower logistical costs, improved customer relationships.
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