SAF Member Hosts Congressmen

Two weeks shy of Election Day, bulb grower Leo Roozen, AAF, gave the ranking member of the House Agriculture Committee a firsthand look at the challenges of running a flower-growing operation. On Oct. 23, Roozen hosted Reps. Collin Peterson (D-7-Minn.) and Rick Larsen (D-2-Wash.) on a tour of Washington Bulb Company in Mt. Vernon, Wash.

"The opportunity to host an elected official is rare," says Roozen, who says elected officials need to visit businesses and see how they are run. "It gives them the opportunity to go back to their colleagues and say 'I have been there, I have seen this' ... it certainly increases their knowledge of what is going on in the real world," he says.

Rep. Peterson, the top Democrat on the House Agriculture Committee, will likely become chairman of the committee if the Democrats gain control of the House.

Prior to the tour, Roozen attended a fundraising lunch for Larsen, during which Larsen and Peterson spoke about, among other legislative topics, the importance of specialty crops, like floral products, to the agricultural economy.

Do some last-minute research on the various House and Senate races for mid-term elections, and learn more about your members of Congress.

--Vanessa Machir
vmachir@safnow.org

 
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NAFA Members Discuss National Certification Proposals

The National Alliance of Floral Associations (NAFA) hopes to have a national florist certification proposal ready to present to its members by July, according to Rod Crittenden, executive vice president of the Michigan Floral Association, after a recent meeting of NAFA members in Kernersville, N.C. NAFA is a non-profit association whose membership includes state, multi-state and national non-profit floral associations.

"Our industry needs a uniform standard that will transfer from state to state," says Crittenden. "We need to create a professional brand that will help differentiate the professionals and will help to assure consumers that they are dealing with a professional when purchasing flowers."

The program will certify an individual's knowledge of floristry, he says. "This will be for any individual -- shop owner, employee, freelancer, wholesaler -- who would like to obtain a minimum level of knowledge in floristry."

The curriculum was developed using "the best practices" from the 10 to 15 state certification programs that are currently available, Crittenden says. NAFA members overseeing the project are now waiting on recommendations from the American Institute of Floral Designers (AIFD) about the design curriculum.

NAFA is looking at various models for learning and test-taking, including self-study, authorized regional test facilities, hands-on workshops and attendance at state conferences. A national organization (not yet determined) will oversee the database of certified florists.

Crittenden says the group is considering several possible names for the certification, including "National Certified Florist (NCF)" and "Professional Certified Florist (PCF)."

The group has not settled on how much the certification program will cost. "We want to make it as cheap as possible," Crittenden says. "The last thing we want to do is make money on this -- we just want to break even."

Crittenden says he and Diana Doss, AAF, executive director of the Texas State Florists' Association, who is chairing the NAFA education committee, would like to hear suggestions from florists, especially those who live in states that do not have certification programs. Send comments to: rod@michiganfloral.org or txsaf@sbcglobal.net.

--Mary Ann Barton
mbarton@safnow.org

 
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SAF Participates in FFA Convention

SAF promoted the benefits of a career in floriculture to tens of thousands of high school students at the FFA (formerly known as Future Farmers of America) 79th annual convention, Oct 25 to 28 in Indianapolis, Ind.

During a "non-stop" two and a half days of the National Agriculture Career Show part of the event, SAF Director of Member Services Dave Bowman gave out more than 600 careers in floriculture brochures to interested students and 50 educational packets to teachers. "We're the only booth at the show representing careers in floriculture," Bowman says. "This is the one time of the year when we get to get out there and tell lots of people about floriculture careers." There were 54,000 at the show, 49,000 of which were students, according to the FFA.

The flowers in the booth were a big draw for attendees: Bowman taught students how to make corsages and boutonnieres using flowers donated by Vans Floral Products - Indianapolis. The show also hosted competitions, or "career development events," in various categories, including agriculture, nursery and landscape and floriculture.

SAF's presence at the show is partially funded by the American Floral Endowment, which has internships and scholarships for students studying floriculture. 

--Vanessa Machir
vmachir@safnow.org

 
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Washington, D.C. Area Florist Scores Network TV Affiliate Coverage

Getting live (and favorable) TV coverage isn't easy -- especially in a market the size of Washington, D.C. That didn't stop Maris Angolia from trying. The owner of Karin's Florist in Vienna, Va., a suburb of the nation's capital, was determined to get media exposure for her family business' 50th anniversary this year. So she sent press releases to local news reporters at three different times leading up to the celebration. This week, she reaped the rewards of her efforts.

WUSA-9, the CBS-TV affiliate in Washington, D.C., sent reporter Peggy Fox to broadcast live from the shop on Monday morning during its "9 News Now" program. The broadcast started at 5:50 a.m. with a "teaser" followed by a two-minute segment at 6:15 a.m., and another at 6:45 a.m. The TV station's Web site also posted a link to Karin's Florist.

 "Peggy is local to our area and was excited about seeing a local florist that has made it for 50 years," says Angolia. "She thought it would make a great visual for the news." It didn't hurt that Karin's Florist had also recently been named to the station's "A-List," a consumer-ranked list of top area businesses.

The family-owned flower business started celebrating its anniversary last week when it participated in the local community's Halloween parade (their entry, a convertible decorated in roses and lilies, by Carol Caggiano, AIFD, PFCI, took home third place). They also hosted a VIP reception for 300 guests, including customers as well as members of her chamber of commerce and others "who have gotten us where we are today," she says. Angolia sent out personal invites and e-mail blasts to local media. Brother George Dukas, also in the business, and father William Dukas, who started Karin's Florist (named for firstborn daughter Karin), were also in attendance.
 
Find out more about the week's activities. Visit Karin's Florist's Web site to view highlights of the celebration (and see how you might be able to use some of their promotional ideas)

--Mary Ann Barton
mbarton@safnow.org

 
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Older Workers: Oldies But Goodies?

HR pros recently weighed the advantages and disadvantages to hiring older workers, in a poll of Society for Human Resource Management members.

Advantages: 

•  71 percent recognize the "invaluable experiences" older workers bring to the workplace.
 
•  64 percent say older workers serve as mentors.
 
•  61 percent say older workers are more willing to work part-time or seasonally.
 
•  60 percent say they're more reliable.
 
•  59 percent say they have a stronger work ethic.

Disadvantages: 

• 49 percent say older employees don't keep up with technology.
 
• 38 percent say they cause expenses, such as health care costs, to rise.
 
• 23 percent say they are less flexible than younger workers.
 
• 13 percent say they're more likely to take time off for eldercare issues.
 
• 11 percent say they require more training. 

• 10 percent say they want to work flexible hours. 

• 10 percent say they "stifle creativity."

"I have found that older workers have a strong work ethic, are incredibly reliable and provide customers with the same excellent customer service they like to receive," says Shirley Lyons, AAF, of Dandelions Flowers & Gifts in Eugene, Ore. She employs 13 who are over age 49, out of a staff of 20.

Lyons says her older workers are "without a doubt" the most punctual employees, and they have the least sick leave requests. While the business's "mature" rating makes its health care premium costs "significantly higher," Lyons says they "gain in productivity much more than our costs of health care."

"My biggest plus is reliability," says Karen Fountain, AAF, president of Flowers 'n Ferns in Burke, Va. "As long as there aren't any health issues, which is also my biggest minus."

When she sold her shop in New York four years ago, Carol Caggiano, AIFD, PFCI, made the new owner promise to keep on an 80-year-old employee, says Caggiano, owner of A. Caggiano, Inc., of  Jeffersonton, Va. "We made it a condition of the sale. He did care and handling, design, odds and ends. He had a spirit and energy that couldn't be matched by younger workers. He's still there, putting in three days a week."

Paul Brockway, owner of Conklyn's Florist in Alexandria, says that older workers do best in shops where employees are given specific job descriptions.

Lyons notes that younger workers tend to see the floral industry as a stepping-stone to a "real job." "Attracting the next generation to all industries that are 'labor/trade/service-related' I believe will be a challenge and one that we need to address," she says.

Got any interesting stories to share about older versus younger employees? Send them to mbarton@safnow.org.

--Mary Ann Barton
mbarton@safnow.org

 
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Survey Details Effects of Theft

If your shrinkage numbers seem out of line, it may be time to look at your staff: One out of every 26 employees has stolen from his or her employer, according to a new survey.

"The dollar losses are staggering," Mark Doyle, president of Jack L. Hayes International, the consulting firm that conducted the Retail Theft Survey, said to the Orlando Business Journal.

According to the survey, nearly 69,000 employees were caught stealing in 2005, an increase of more than 11 percent over 2004. In 2005, shoplifters and employees stole nearly $6 billion from the 13,313 stores participating in the survey.

Other findings include: 

• On a per case average, dishonest employees steal nearly six times the amount stolen by shoplifters ($724 vs $127).

• About 3 percent of total retail theft losses result in a recovery: For every $1 recovered by surveyed companies, $37 was lost to retail theft.

• Survey participants apprehended about 607,000 shoplifters in 2005, a decrease of about 4 percent from 2004.

Have you caught someone red-handed? Get tips on how to let him or her go from the August 2005 issue of Floral Management.

--Mary Westbrook
mary.westbrook@gmail.com

 
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NAPPO Meets In October

SAF and ANLA joined forces to represent the ornamentals industry at the 30th Annual Meeting of the North American Plant Protection Organization (NAPPO) in Fort McDowell, Ariz., held Oct. 16 to 20. The groups joined representatives of the United States, Canadian and Mexican governments, state governments, and other industry representatives to discuss pest management in international trade.

Leading the U.S. delegation, Paul Eggert, Ph.D., USDA's Associate Deputy Administrator of the Animal and Plant Health Inspection Service (APHIS), praised the geranium certification program as an outstanding example of cooperation between industry and U.S. regulators.

Other key topics at the meeting included: Phytophthora ramorum ("Sudden Oak Death"), Chrysanthemum white rust, Gladiolus rust and other emergency response plans for pest outbreaks, invasive species issues, questions of international seed trade and the continuing problem with the E.U. regulations of white flies on imported plant material. SAF provided floral arrangements for many of the meeting's events, and SAF board member Ken Young, AAF, of Phoenix Flower Shops in Scottsdale, Ariz., coordinated the flowers.

NAPPO helps protect North American agriculture from the entry and establishment of pests and diseases while helping to guide international trade under the World Trade Organization, the North American Free Trade Agreement (NAFTA) and other treaty obligations.

--Vanessa Machir
vmachir@safnow.org

 
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Group Sues to Make Web Sites Accessible to Blind

A federal judge's ruling makes it clear that Web sites are bound by the same Americans with Disabilities Act (ADA) accessibility provisions as brick and mortar sites.

The National Federation for the Blind is suing retail giant Target, saying its Web site is inaccessible to blind people and in violation of the ADA. Target says it shouldn't have to comply, since its site isn't a "place." But the judge agreed with the group in a ruling that allows the case to proceed.

"To limit the ADA to discrimination in the provision of services occurring on the premises of a public accommodation would contradict the plain language of that statute," says U.S. District Judge Marilyn Hall Patel. The ruling applies to businesses with both online and brick-and-mortar outlets. The ADA's "public accommodations" provision applies to all businesses.

The National Federation for the Blind is suing Target on behalf of a blind man from Berkeley, Calif., because its site is incompatible with software that "reads" the site info to blind visitors.

"It takes only a few minutes to put in 'alt-tags,' and if it's done while you're building a site, there are no additional costs," Judy Colbert, a Web usability consultant, told Fox News. (Alt tags trigger software that "reads" the content to computer users.)

The recent ruling was "very significant," Brian Blair, an Orlando lawyer, told USA Today. Blair specializes in defending companies accused of violating laws that protect people with disabilities.

"For any business that has a physical location and a Web site, (the ruling) says you need to take reasonable steps to permit accessibility for the disabled," said Blair, who is not involved in the dispute.

The lawsuit against Target is expected to be heard in coming months.

--Mary Ann Barton
mbarton@safnow.org

 
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NRF Predicts Increased Holiday Spending

The average U.S. consumer is expected to drop $800 this year on holiday merchandise, an increase from about $740 last year, according to the National Retail Federation's (NRF) 2006 Holiday Consumer Intentions and Actions Survey. The group also found that most Americans plan to spend more on flowers -- $19, compared to about $16 last year -- and decorations ($47 vs. $41 last year).

"With gas prices coming down and consumer sentiment on the rise, shoppers want to celebrate the holidays in style," says Tracy Mullin, NRF President and CEO. 

Other findings from the survey include:

• More than 70 percent of consumers plan to shop for holiday purchases at a discount store.

• Other popular shopping destinations include department stores (62 percent) specialty stores (48 percent), grocery stores (49 percent), drug stores  (21 percent) and crafts or fabrics stores (21 percent).

• Forty-seven percent of consumers plan to shop online this year, compared to 36 percent three years ago.

• The average person is expected to spend more than $450 on family gifts, about $85 on friends, $22 on coworkers, and $44 on other people, such as clergy, teachers and babysitters.

And, if survey findings are any indication, the time to advertise to those consumers is now: More than 40 percent of consumers planned to start holiday shopping this year by late October.

--Mary Westbrook
mary.westbrook@gmail.com

 
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Product Spotlight: Valentine's Day Playbook

Holiday time comes faster than expected, and Valentine's Day will be here before you know it. Get prepared for the busiest time of the year with SAF's Valentine's Day Playbook: A Retail Florists' Guide to a Winning Valentine's Day. This manual includes task lists, buying guides, delivery strategies, recruiting tips, and much more. Order your Playbook (scroll down and click on How-to Marketing Kits).

Member price: 14.95
Non-member price: 24.95

--Vanessa Machir
vmachir@safnow.org

 
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Discussion on safnow.org: Digital Photos

The best way to shoot and load digital photos for use on a Web site is lighting up the SAF forum on www.safnow.org. One member is wondering how pictures should be sized, so that they can be published on the Web. Another member includes helpful links to digital photography sites in her post. Read more.

Other topics being discussed:
iWeb
Personalized Direct Mail

Start your own discussion

--Vanessa Machir
vmachir@safnow.org

 
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Who's Selling Pre-Lit Permanent Trees?

59 percent of readers responding to last week's e-poll said they do not sell pre-lit artificial Christmas trees; almost 41 percent say they do.

--Vanessa Machir
vmachir@safnow.org

 
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Sweetest Day and Bosses Day Promotion

Source: SAF Online Survey of Retailers with E-mail Addresses

--Ira Silvergleit
isilvergleit@safnow.org

 
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