Forget Flowers. A Mortician Breaks Into Sympathy Food

Photograph by Chris Thomaidis

Americans will spend $8.1 billion at florists this year, according to researcher IBISWorld, giving startups like H.Bloom and The Bouqs good reason to target the industry. Twenty percent of florists’ revenue comes from so-called sympathy flowers, which are sent to mourners or used for funeral services. Flowers may be touching, but food is more useful—only, how do you send a lasagna to an old friend who lives across the country?

To continue reading this article you must be a Bloomberg Professional Service Subscriber.