Dangwa flower market

[2] Since the late 1950s, Dangwa Tranco passenger coaches have been bringing fresh flowers from Baguio City and other parts of the Cordilleras down to Manila.

[citation needed] The flower market was said to have sprouted in around 1976, when the neighbourhood was mostly middle-class residential, with a book publisher called Alip & Sons.

[1] In 1994, a hardworking business owner started operating 24 hours a day due to growing demand, and other vendors followed suit.

The advent of modern technology, specifically short message service (SMS) or "texting", has tremendous impact in the industry providing improved communication with the rural farmers and efficiency in transporting flowers at lower costs.

SMS has also cut losses as dealers can instantly send feedback to farmers as to which flowers are in demand in a specific season.