Video: Revolution Began With Love and Flowers

SAN FRANCISCO, Feb. 12 /PRNewswire/ -- When Gerald Prolman fell head-over-heals in love with French Jazz singer Raquel Bitton, he used magnificent floral bouquets to win her heart. He went on to create something entirely unexpected: an eco-floral revolution worth hundreds of millions of dollars.

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Spending countless hours in florist shops, Prolman had discovered that, behind the beautiful blooms, lay a darker reality: flowers are typically grown with artillery of chemicals that can negatively effect the environment, the farm workers who handle the flowers, the wildlife, and the ecology.

Prolman -- who had already helped build what has become the multi-billion dollar organic produce sector -- set his sights on converting the entire floral industry towards stringent ecological standards. No small vision, for a guy who, just a few years earlier, barely knew a gardenia from a gerbera daisy.

Today, as the CEO of Organic Style Ltd. and its flagship floral brand, Organic Bouquet, Prolman is widely considered the pioneer of what has turned into a market sector worth hundreds of millions of dollars. Organically-grown flowers are one of the fastest growing segments of the organic market. In 2008, Organic Style expects to ship more than 20 million stems of organic and eco-certified roses, with an additional $100 million dollars worth of sustainably-grown flowers in the pipeline.

"By 2015, you won't be able to purchase a non-certified sustainable flower in the United States," predicts Prolman. "Public consciousness about environmental issues is at an all-time high, and never before has there been such a powerful alignment between the growers, marketers and consumers."

According to the Natural Marketing Institute, 35 million Americans, or approximately 16 percent of the adult population spend nearly $209 billion for goods and services focused on health, the environment, social justice, personal development and sustainable living.

A tireless and often sleep-deprived entrepreneur, Prolman has initiated multiple projects that have put 'green' flowers on the map, including: conceiving the need for an initiating Veriflora, a sustainable certification that now boasts more than 45 farmers and expects to certify more than one billion stems in 2008; producing a musical tribute to the environment by world-famous Gospel singers; and published the new online Organic Style magazine, which his company purchased from Rodale Publishing in 2007.

As a floral innovator, Prolman introduced the 6' high World's Tallest Roses -- which made a huge splash when Christina Aguilera presented them to Ellen DeGeneres on national TV in 2007; honored Civil Rights hero Rosa Parks by naming a rose after her; launched the first collection of organically grown fragrant roses; and donated more than $250,000 to more than forty-five leading environmental, human rights and animal welfare non-profit organizations.

As for Raquel Bitton, she's performed to sold-out crowds at Carnegie Hall, recorded seven albums, starred in a major film, raised two environmental-activist children, been married to Prolman for 21 years, and continues to be amorously courted with fresh, organically-grown roses every week.

The OrganicStyle.com Valentine's Collection includes:

World's Tallest Roses ($249.95 / 1 dozen, $249.95) -- Make a BIG impression with these spectacular, 5-6 feet tall roses! As seen on TV when Christina Aguilera presented them to Ellen DeGeneres, and when they crowned the Queen's float at the Rose Parade in 2007 and 2008!

Freedom(R): A Rose in Honor of Rosa Parks (1 dozen, $49.95) -- Celebrate Valentine's Day, Black History Month and the birthday of Rosa Parks, the mother of the modern day Civil Rights movement. 10% of the proceeds are donated to the Rosa and Raymond Parks Institute for Self Development, which was co-founded by Mrs. Parks in 1987 to motivate youth to reach their highest potential. This variety has vibrant red petals, minimal thorns and lasts a long time in the vase.

Wanted (1 dozen, $49.95) -- Exclusively at OrganicStyle.com, this gorgeous, highly unusual, Fair Trade certified red rose will delight the most discriminating rose lover! Dark velvety red in color, the heavily ruffled and densely packed petals of "Wanted" are reminiscent of a Southern belle's ball gown -- and just as beautiful!

Cherry Love (2 dozen, $69.95) -- Cherry Love is a rose that will take your loved ones breath away. It has a very large head with dark ruby red, velvety petals, and this variety has a spectacular opening like a colossal garden rose!

Velvet Heart Artisan Chocolates ($39.95) -- Sweeten your Valentine's even more with this stylish red velvet heart-shaped box of gourmet chocolate! Each box contains 17 pieces of hand-decorated, heart-shaped ganache (soft centered truffles) made from single origin, fair trade Costa Rican chocolate. Each classic heart contains three gourmet flavors: sweet and tart Bing Cherry ganache, creamy white Madagascar Vanilla Bean, and paisley-shaped Jamaican spice caramels.

    Eco Floral Certifications at a Glance:
    --  Organic is defined and regulated by the USDA. Organic is an ecological
        farming system that builds rich, fertile soil and uses natural defense
        mechanisms to combat pests and plant diseases.
    --  Sustainable standards address the farm management practices relating
        to the environment, the farm workers and the ecology of the farm.
        Verfiflora(TM) is America's first Green Label certification standard
        for the floral industry.
    --  Fair Trade Certified is a growing, international movement which
        ensures that producers in poor countries get a fair deal. This means a
        fair price for their goods (one that covers the cost of production and
        guarantees a living income), long-term contracts which provide real
        security; and for many, support to gain the knowledge and skills that
        they need to develop their businesses and increase sales.
    --  Biodynamic is a well respected agricultural practice and the oldest
        sustainable system in the Western world. The biodynamic system views
        the farm as a self-sustaining organism within the surrounding
        ecosystem. It emphasizes animals as part of the ecosystem and takes
        into account the soil, earth, atmosphere, and cosmos.


    Valentine's Day and Floral Stats:
    --  214 million (nearly 18 million dozen) roses are being grown for
        Valentine's Day sales in the U.S.
    --  In 2008, Veriflora -- the leading sustainable flower certification --
        will certify more than 1 billion stems.
    --  Valentine's Day is #1 in holiday flower sales, accounting for 36%
        of sales transactions, and 40% of dollar volume.

About Organic Style Ltd.:

Organic Style Ltd. is the parent company for several leading eco-brands providing inspiring products that uphold the well-being of the planet and humankind. Brands include OrganicStyle.com (http://www.OrganicStyle.com), an online eco-boutique; Organic Style Magazine (http://www.OrganicStyleMag.com); Organic Bouquet (OrganicBouquet.com), America's pioneer of organic and certified sustainably-grown flowers; and Ecoflowers.com (http://www.ecoflowers.com), the wholesale floral division serving upscale retailers, hotels, spas and florists.

     Media: photos, interview, and information, please contact:
     Michael Straus, President
     Straus Communications
     415-777-1170 x 302
     Michael@StrausCom.com