1. Historic Review:

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In 1950, the mister José Llorente bought a farm of 5 hectares in Rionegro, Colombia and called it "The East". Quickly its wife, Primitiva Hernández, began to sow flowers in the yardo of the house. In few months already hada the garden but admired of all the region and their flowers very were desired so much to adorn the rooms of the neighbors, as to adorn the altars of María Helper, the Virgin of the Carmen, The Divine Boy and others holy that were venerated by the very believing inhabitants of that Colombian region. Mr. José, in the trips that carried out to Medellín, the second city but important of Colombia and that is found to some 25 Km. al West of Rionegro, began to be given account that could market the flowers of its wife in the hotels but important of that epoch, the Hotel Europe, Hotel Veracruz and the Hotel Nutibara.

With they asked newspapers of the hotels mentioned, began the inclination of Mr. José by the commercialization of the flowers and in little time, the majority of the floristerías of Medellín already were supplied with "flowers of the East".

Mr. José bought but lands and created the business "The East", then the commercialization of these flowers radiated for all the Valley to Bore and the old one Caldas, an extensive zone of the center of Colombia. In 1.985, it changed of social reason to the business and since then took its name International Marketer Flowers of the East Ltda, and began its opening to the external markets. Today with 200 hectares of cultivations, supplies of the but various flowers to countries as United States, Mexico and the European Union.

In 1.992 it began with the commercialization of many plants seeds varieties and exotic flowers obtained throughout Colombia, the country with greater biodiversidad of the world, and today arrive at many countries of the world. This process was given helped in 1.991, by the genetic laboratory of the Faculty of Biology of the University of Antioquia (located in Medellín) who was dedicated to investigate and to improve these seeds to do them but resistant al climate and you plague them.

Three generations have passed from Mr José, and today CI Flowers of the East is prepared to confront the challenges of a global world, with the production of a great offering of flowers and seeds and with the implementation of a logistic chain that guarantees the receipt of the flowers to time and in good been by consumers throughout the world.
 

2. Mission:

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C.I. Flores del Oriente It is a private business located in Medellín, Colombia and is dedicated to satisfy the needs of thousands of consumers everywhere producing and marketing flowers and seeds of excellent quality. This we achieve it through an organization based on principles, with personnel motivated, qualified and with sense of property, establishing good relation with the suppliers and good I try the clients to obtain leadership in the market, recognition of them you mark and profit value.

3. Vision:

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In the year 2010, C.I. Flowers of the East will be world leader in the commercialization of flowers and seeds with more than 50% of participation in the market, with an extensive and complete flowers varieties range. This it will be achieved with a personnel qualified, with capacity of leadership, with satisfied clients with our service and with a narrow relation with the suppliers.

4. Values:

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4.1 Human Talent: we Attract and we recruit to the best people in the world. We develop our organization since inside, promoting and rewarding to the people without there to be another distinction that that of its performance. We act under the conviction that the men and women of Procter & Gamble will be always ours active more important.

4.2. Leadership: we Are all leaders in our different areas of responsibility, with a deep leadership results to reach commitment. We have a clear vision from where do we direct ourselves. We focus our resources in achieving
objectives and winning strategies. We develop the capacity to carry out our strategies and to eliminate barriers organizacionales.

4.3. Commitment - Sense of Property: we Accept the personal responsibility to cover the needs of the business, to improve our systems and to help to other to improve its effectiveness. We act all as proprietary, treating the assets of the Company as ours and having in mind the success of the long-term Company.

4.4. Integrity: Always we try to do what is correct. We are honest and francos with each one of ourselves. We operate inside
the letter and the spirit of the Law. We have present the values and principles of P&G in each one of our actions and decisions. We support ours proposed with data and with uprightness, including the recognition of the risks involved.

4.5. Passion by Gaining: we Are determined in being the better in doing what really is important. We maintain a healthy dissatisfaction with the present state of the things (our situation of market, our results, etc.) We have an apremiante desire by improving and by gaining in the market.

4.6. Respect by the others - Confidence: we
Respect our companions of P&G, to our suppliers, to our clients and to our consumers, and we try them the same way in which we are treaties. We have confidence in the capacity and the intentions of the others. We believe that the people works better when exists an environment based on the confidence.

4.7. Social responsibility: we Work low clean systems of production that permit ourselves to contribute to maintain a healthy environment. We respect and we collaborate to ours neighboring and we contribute al social development of the community in general.

4.8. Quality: we Maintain high standards of quality in our products and services and we comply with our promise of sale as sample of our respect toward the consumers.

5. Principles:

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We show respect for all the individuals

The interests of the Company and of the Individual are inseparable

We have a strategic focus in our work

The innovation is the angular stone of our success

We are focused toward the outside