What Dramm & Echter does

Dramm & Echter is a third-generation family-owned flower farm and wholesale supplier headquartered in Carlsbad, California. Founded in 1972 when Jim Echter and Gene Dramm formalized a farming partnership that began in Encinitas in the mid-1960s, the company operates 950,000 square feet of greenhouse space across multiple locations in California and Baja California, cultivating over 50 cultivars of cut flowers year-round. The product portfolio spans Gerbera daisies, Oriental and LA Hybrid Lilies, standard and garden spray roses, succulents, mini callas, hydrangeas, dahlias, proteas, chrysanthemums, lisianthus, ranunculus, stock, anemones, carnations, snapdragons, and an extensive range of greens and fillers, with seasonal specialty varieties introduced on a continuous basis. Production is supported by sustainable practices including biocontrol pest management using predatory insects and water recycling systems.

The company sells B2B to three primary customer segments: traditional flower wholesalers, professional florists, and mass-market retailers (including grocery chains such as Gelson's, Bristol Farms, Lazy Acres, and Sprouts Farmers Market). A dedicated field sales team of named account specialists handles orders ranging from 5 bunches to 25,000 units under COD and NET 30 payment terms. A separate Mass Market Division produces consumer bunches, custom-designed bouquets, and succulent display boxes for grocery and online retail partners nationwide, representing an explicit move up the value chain from pure wholesale supply into retailer-ready programs.

Distribution is enabled by partnerships with multiple national trucking companies (Armellini, Floral Trade, Florida Beauty, GLS/GSO, Growers Logistic, Prime, Ramirez Trucking, Tawjo), major airlines, and FedEx and UPS for time-sensitive express delivery, supplemented by local delivery in San Diego and Orange County and direct farm pickup at the Carlsbad location. International farm partnerships in Colombia and Ecuador extend product breadth with varieties not grown domestically. The business is currently led by Bob Echter as President and Owner.

Name

Dramm & Echter

Legal name

Dramm & Echter, Inc.

Website

https://drammechter.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Dramm & Echter is a third-generation family-owned flower farm operating since 1972, growing 50+ cultivars across 950,000 square feet of greenhouse in California and Baja California, supplying wholesalers, florists, and mass-market grocery retailers nationwide via B2B wholesale and custom bouquet programs.

Ownership category

akta.pro rank

Product category

Wholesale Cut Flowers and Floriculture

NAICS

Nursery and Floriculture Production (11142), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

SIC

Agricultural Production-Crops (100), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Wholesale cut flowers
• Greenhouse flower farm
• Florist wholesale supply
• Mass market bouquets
• Floral greens and fillers

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Flower Sales: Direct B2B sales of cut flowers, greens, and succulents to wholesalers, florists, and mass market retailers. Orders range from 5 bunches to 25,000 units.
2. Mass Market & Bouquet Program: Supply of consumer bunches and custom-designed bouquets to mass market retailers nationwide, including grocery chains and online retail partners.
3. Direct Pickup: Farm fresh flower pickup at Carlsbad location for local customers in San Diego and Orange County areas.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Dramm & Echter grows and wholesales cut flowers, succulents, greens, and fillers from 950,000 square feet of greenhouse space, supplying wholesalers, florists, bouquet makers, and mass market retailers across the United States. The company supports orders ranging from 5 bunches to 25,000 units, complemented by a Mass Market Division providing custom bouquets and a nationwide shipping logistics network. International farm partnerships in Colombia and Ecuador extend the product range beyond domestically grown varieties.

Product overview

Dramm & Echter is a third-generation family-owned flower farm operating since 1972. The company offers a comprehensive portfolio of cut flowers and plants organized as core products (grown directly) and service offerings. Core products span over 50 cultivars of flowers including Gerbera Daisies, Lilies (Oriental and LA Hybrid), Spray Roses (Standard and Garden), Succulents, Mini Callas, Hydrangeas, Dahlias, Sunflowers, Proteas, Chrysanthemums (Ball Disbud, Cremons, Pompons), Lisianthus, Ranunculus (Cloni Pon Pon, Cloni Success, Butterfly), Stock, Anemones, Carnations, Snapdragons, Greens, Fillers, Veronica, and Fall Season flowers. Service offerings include a Mass Market Division for retailers and bouquet makers, a Wholesale Program for florists, and Shipping & Delivery Services with access to major trucking companies, airlines, FedEx, and UPS. The company operates 950,000 square feet of greenhouse space across multiple locations in California and Baja California, with partnerships extending to farms in Colombia, Ecuador, and worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Gerbera Daisy A signature cut flower of Dramm & Echter, available in varieties including Red, Red Black Center, Light Pink, Fuchsia, Pink, Multicolor Pink and White, Hot Pink, White, White Black Center, Yellow, Yellow Black Center, and Orange. Sold wholesale to florists, bouquet makers, and mass market retailers.
• Lilies Cultivated cut lilies including Oriental Lilies (Pollen Free Pink, Promo White, Promo Pink, Starfighter, Sorbonne, Conca D'or, Casablanca, Crystal Blanca, Scorpio, Mateo, Rose Lily White, Rose Lily Pink) and LA Hybrid Lilies (Peach, Orange, Hot Pink, White, Royal Sunset, Yellow, Pink). Sold wholesale.
• Spray Roses Standard and Garden Spray Roses including Garden varieties (Miss Bombastic, Princess Bombastic, Bombastic Pink, Artesia Hot Pink, Super Bubbles, Galina Blush Pink, Femke) and regular varieties (Josephine, Tanja, Lovely Lydia, Tarantella, Red Sensation, Orange Fire, Mirabel Red, Mixed Colors). Sold wholesale.
• Succulents Wholesale succulents in various rosette sizes including Small rosettes Mixed, Medium rosettes Mixed, Large rosettes Mixed, and Mixed succulents, supplied to florists, bouquet makers, and retailers for use in arrangements and displays.
• Mini Calla Lilies Cut mini calla lilies in Orange, Yellow, Fuchsia, Purple, White, White, and Black varieties. Sold wholesale to florists and bouquet makers.
• Hydrangeas Wholesale hydrangeas in White, Antique Kashmir, Blue, Purple, Antique Heritage, Select Dark Green, and Mini Dark Green varieties.
• Dahlias Wholesale dahlias in Red, Peach, Blue Lagoon, Purple, Yellow, Pink, Red and Yellow, Orange, White with purple, and Café Au Lait varieties.
• Sunflowers Single-variety wholesale sunflowers produced on the farm and supplied to wholesale customers.
• Proteas Specialty cut flowers including Cardinal, Protea Empress, Pink Ice, Pincushion Red, Pincushion Orange, and Pincushion Yellow varieties, sourced via international farm partnerships.
• Chrysanthemums Wholesale chrysanthemums including Ball Disbud, Cremons, and Pompons varieties in multiple color options.
• Lisianthus Seasonal wholesale lisianthus available July-November in Pink, White, Hot Pink, Lavender, and Purple varieties.
• Ranunculus Wholesale ranunculus including Cloni Pon Pon (Pink, Coral, White - seasonal January-March), Cloni Success (Pink, Peach, White - seasonal January-March), and Butterfly Ranunculus varieties.
• Stock Wholesale stock flowers in Lavender, Purple, Yellow, White, Fuchsia, and Pink varieties.
• Anemones Seasonal wholesale anemones available December-May in White, Purple, Red, and Pink varieties.
• Carnations Wholesale carnations in Peach, White, Pink, Yellow, Antique, Orange, Hot Pink, and Green varieties.
• Snapdragons Wholesale snapdragons in Burgundy, Pink, Orange, White, and Yellow varieties.
• Greens Extensive wholesale greenery selection including Lemon Tip, Israeli Ruscus, Italian Ruscus, Amaranthus, Safari Leucadendrun, Baby Eucalyptus, Silver Dollar Eucalyptus, Seeded Eucalyptus, Parvifolia Eucalyptus, Gunni Eucalyptus, Dusty Miller, and Australian Pine.
• Fillers Wholesale filler flowers including Matricaria, Scabiosa Pink, Scabiosa Burgundy, Smoke Bush, Orlaya, Fever Few White Wonder, Alstroemeria (White, Light Pink, Hot Pink, Red), and Leptospermum Erubescens.
• Veronica Wholesale veronica in Lavender, Pink, Purple, Blue, and White varieties.
• Fall Season Flowers Seasonal fall flower offerings including Pumpkin Tree, Chilli Pepper, Marigolds, Green Millet, Black Millet, Cotinus, and Broom Corn for autumn floral programs.
• Mass Market Bouquet Program A service for mass market retailers and bouquet makers delivering consumer bunches, hand-crafted bouquets, succulent display boxes, and premium tailor-made bouquets. Includes custom package design and nationwide delivery programs; customers include Gelson's, Bristol Farms, Lazy Acres, and Sprouts Farmers Market.
• Wholesale Program Wholesale supply program serving wholesalers and florists with staple and trendsetting fillers, flowers, and greens, supplemented through partnerships with local and international farms to provide quality and unique products. Orders range from 5 bunches to 25,000 units with COD and NET 30 terms.
• Shipping & Delivery Services Nationwide shipping service across the United States via major trucking companies (Armellini, Floral Trade, Florida Beauty, GLS/GSO, Growers Logistic, Prime, Ramirez Trucking, Tawjo), access to major airlines, FedEx, and UPS for express delivery. Local delivery is available within the San Diego and Orange County area.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• ArmelliniminorOthersMajor trucking company partner used for nationwide flower shipping logistics
• Floral TrademinorOthersMajor trucking company partner used for nationwide flower shipping logistics
• Florida BeautyminorOthersMajor trucking company partner used for nationwide flower shipping logistics
• GLS/GSOminorOthersMajor trucking company partner used for nationwide flower shipping logistics
• Growers LogisticminorOthersMajor trucking company partner used for nationwide flower shipping logistics
• PrimeminorOthersMajor trucking company partner used for nationwide flower shipping logistics
• Ramirez TruckingminorOthersTrucking company partner used for nationwide flower shipping logistics
• TawjominorOthersTrucking company partner used for nationwide flower shipping logistics
• FedExminorOthersExpress shipping partner for time-sensitive flower deliveries
• UPSminorOthersExpress shipping partner for time-sensitive flower deliveries
• Farms in Colombia, Ecuador and WorldwidecoreStrategic or Co-development PartnerDirect access to international farms for worldwide flower sourcing, enabling year-round availability and access to exotic varieties not grown domestically

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• 1-800-Flowers: National consumer-facing floral and gift retailer with wholesale/gift distribution arms. Overlaps with Dramm & Echter at the consumer bouquet and grocery mass-market end, but operates at much larger scale and broader portfolio.
• Teleflora: National floral wire service and network connecting retail florists to delivery customers. Comparable as a major player in the U.S. floral distribution ecosystem that touches many of the same florist customers as Dramm & Echter.

Direct peers

• Continental Floral Greens: Wholesale distributor of floral greens, fillers, and cut foliage to the U.S. floral trade. Comparable as a B2B supplier of complementary product categories (greens, fillers) that Dramm & Echter also produces and distributes.
• Florabundance: California-based wholesale cut flower distributor selling to florists and event designers. Directly comparable to Dramm & Echter as a B2B wholesaler of fresh-cut flowers, fillers, and greens to the professional floral trade.
• Mayesh Wholesale Florist: Large U.S. wholesale flower distributor serving professional florists and event designers with premium and specialty cut flowers. Directly comparable as a B2B cut flower wholesaler with similar product mix and customer segments.
• Sunshine Bouquet Company: One of the largest U.S. importers and distributors of fresh-cut flowers, sourcing heavily from Colombia and Ecuador. Closely comparable to Dramm & Echter's international sourcing model and B2B wholesale distribution.
• Syndicate Sales: Major U.S. wholesale florist supply company distributing cut flowers, hard goods, and floral accessories to retail florists. Comparable in customer base (wholesalers, florists) and B2B distribution model.
• Equiflor / Royal Flowers: Miami-based importer and distributor of cut flowers sourced primarily from Colombia and Ecuador. Comparable as a vertically integrated grower-importer-wholesaler serving the U.S. market.

Emerging players

• Dos Gringos: California-based custom bouquet and floral program supplier to grocery, mass, and club channels. Directly comparable to Dramm & Echter's Mass Market Division in serving supermarket and club-store customers with consumer-ready bouquets.

Others

• BloomNet: Floral industry technology and service network serving retail florists, including wire service, POS, and marketing tools. Comparable as an adjacent ecosystem participant serving many of the same florist customers Dramm & Echter sells to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/drammandechter
• Instagraminstagram.com/dramm_and_echter
• Xx.com/drammandechter

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dramm & Echter