Flower Aficionado Pens Her Passion

A new book, Flower Confidential, by author and organic gardener Amy Stewart, provides an in-depth look at all aspects of the floral industry, from breeding to production to retail. Stewart's 300-plus pages of prose reveal her to be a true flower fanatic, intrigued not only by the beauty of the product but also (and perhaps even more so) by the intricate and involved process of bringing a bloom to market, which starts in a laboratory and ends up on a retailer's shelf -- all of which Stewart colorfully details in the book.

She describes her first glance at the San Francisco Flower Market: " . . . Inside is Disneyland. Oz. Santa's toy shop . . . Hundreds of snapdragrons wheel past on a metal handcart. Thousands of carnations sit in buckets . . . Orchids from Thailand, tulips from Holland . . . A short, dark-haired guy in a suit is running alongside the cart negotiating a price. Imagine Wall Street in the Garden of Eden."

The book was inspirational enough to prompt one reader, who shared his enthusiasm on Stewart's blog, to buy flowers for the first time in 20 years. Veteran florist BJ Dyer, AAF, AIFD, of Bouquets in Denver, says he enjoyed the book and was particularly impressed with Stewart's ability to make some of the more scientific realities of the industry interesting and easy to understand, "like the parts of the flower, the difficulties of developing blue flowers, floral diseases, etc.," he says.

Scheduled for release on Feb. 9, book signing appearances by Ms. Stewart are underway, and the book will likely be covered by some media outlets including CBS' Sunday Morning with Charles Osgood on Feb. 11. (SAF CEO and Executive Vice President Peter Moran will be interviewed for that segment).

Based on background research, interviews with floral industry members and personal observations, in two chapters of the book Stewart paints a somewhat negative portrayal of pesticide use and worker conditions at South American growing operations. This may raise questions from readers, including your customers, says SAF Vice President of Marketing Jennifer Sparks. "SAF has visited dozens of farms in Colombia and Ecuador, and has seen a real commitment by growers, both certified and non-certified (by social and environmental responsibility labels), towards environmental stewardship and social responsibility." SAF has developed a fact sheet, based on farm visits in Ecuador and Colombia, that provides additional detail on growing practices in South America. 

-- Kate Penn
kpenn@safnow.org

 
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Redbook Features SAF Tips

Words of wisdom from SAF on care and handling featured in Redbook.

Flower-loving consumers were treated to some tried-and-true care and handling advice from the February issue of Redbook magazine, which featured tips from SAF's consumer Web site, www.aboutflowers.com. The magazine's "Home Life" column included advice such as:

• Dump vase water once it turns cloudy (about every five  to 10 days). 
• Remove leaves that fall below the waterline, so bacteria doesn't grow.
 
The inclusion of the tips in Redbook is substantial: the magazine boasts a readership of more than 2.5 million, a number that, since the publication's redesign in 2005, is growing.

SAF members can use the care and handling tips on www.aboutflowers.com to promote their own shops with the local media or to keep customers informed through shop newsletters and promotional materials.

This is a direct result of the SAF Fund for Nationwide Public Relations. Since its inception in 2001, PR Fund programs have generated nearly 700 million consumer impressions.

--Vanessa Machir
vmachir@safnow.org

 
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Danbury Mint "Has No Interest" in Changing its Tune

Since 2005, the Danbury Mint has packed its Valentine's Day jewelry catalog from the outside

One of the Danbury Mint's negative floral ads.

envelope to the inside pages with these phrases: "Why give flowers which quickly fade, when for the same price you can give a fine piece of jewelry that lasts a lifetime?" "Flowers wilt and fade ..." and "Why Send Flowers When You Can Give ..."

SAF contacted the company in 2006 and 2005, requesting that it reconsider the negative approach and promote products on their own merits. The Danbury Mint did not respond.

This year, the same catalog with the same disparaging phrases hit mailboxes, including those of more than 20 floral industry members who reported the campaign to SAF.

Again, SAF contacted the company's president Peter Maglathlin, via e-mail, mail and fax and requested a response.

SAF followed up on those letters by calling Maglathlin's office six times, speaking with assistants and leaving voicemails. During the fifth call, one assistant said: "If Peter is not returning your call, it means he has no interest in the subject matter."

On the sixth call, SAF offered Maglathlin the opportunity to provide a different response from the one offered by his assistant. To date, the Danbury Mint has not responded.

--Jenny Stromann
jstromann@safnow.org

 
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Golf Ad Features Florists

Golfers line up to buy their wives flowers in a Mizuno U.S.A. ad.

While Valentine's Day is often a time of increased negative floral advertisements, one sporting goods company's recent ad features a florist-friendly message.

Mizuno U.S.A. ran this ad featuring a positive floral reference in a golf magazine. The bottom of the ad describes a golf club the company manufactures and then reads,  "It's quickly winning over golfers everywhere. Spouses are another matter." 

SAF has sent a note to Robert Puccini, the company's president and CEO, thanking him for recognizing the benefits of floral gifts.

Lori Wheat, AAF, of Lafayette Florist & Greenhouses in Lafayette, Colo., spotted the ad. If you spot a positive floral reference -- or a negative one --  in an ad, contact Jenny Stromann at jstromann@safnow.org, or fax the ad to (703) 836-8705.

--Vanessa Machir
vmachir@safnow.org

 
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Holiday and Home Expo Digs into Color

While the hot color combination for the past several seasons, turquoise and chocolate brown, is still popular, it could be ceding ground to another eye-catching twosome: chocolate and lime green.

A Christmas tree by Arty Imports.

"We've sort of moved away from the blues and chocolates and into the greens and chocolates," says Keith Regan, director of sales at Arty Imports, a Dallas-based purveyor of silk floral, home decor and Christmas items. "In our market, that seems to do better."

Regan was just one of many (many) exhibitors on display earlier this month at the Dallas Market Center's Holiday and Home Expo. The show pulls in industry members from across the country to shop and scope out Christmas and overall display trends. What had people talking? Here's a sampling:

Feathers -- OIC International's multi-sized feather Christmas trees have been "very popular," says company representative Dennis Fearon. He's not kidding. JM Schwanke, AAF, AIFD, PFCI, who led seminars and tours throughout the show, called the trees "the best at the market."

Red and Chartreuse -- another color combination that's bound to be hot for Christmas '07, says Schwanke. Winward Silks used the colors throughout its showroom. "Chartreuse is one of the few colors people cannot look away from," Schwanke explains.

Direct Export's glittery poinsettias.

Glitter -- Look for more glitter to appear in future holiday motifs. "Glitter is getting better and bigger," says Schwanke, who singled out Knud Nielsen's glitter and sequin offerings as particularly strong options. "Look for big, halogen glitter." Direct Export also played with the trend with its sequin- and glitter-rich poinsettias.

Look for highlights from the show's best displays in upcoming issues of Floral Management.

--Mary Westbrook
mwestbrook@safnow.org

 
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Florist Sends Flowers to Military Wives

Lori Struck, of Highland Flowers and Gifts in Highland Lakes, N.J., always has had a "soft spot" for the military -- she enlisted in the Army when she was 16 and served for six years. After 9/11, she decided to say "thank you" to women who have husbands and children in the military, so she started sending them flowers.

For Valentine's Day, her store sends a dozen long-stemmed red roses to local wives of active military personnel currently serving overseas. Struck collects the names and addresses by putting ads in local newspapers in January, asking the community to help her compile her list. She generally delivers Valentine's roses to 12 to 20 women on behalf of their active duty spouses.

"It's a great way to spread community goodwill," she says.

The giveaway program began shortly after 9/11, when Struck handed out more than 400 American flags. By Valentine's Day that year, she had progressed to sending flowers.

"It just snowballed," she says.

Struck estimates the Valentine's Day donations cost her between 300 and 500 dollars, but "out of that I get some great community support ... Plus the local newspaper give me free press ... it pays for itself."

Struck's philanthropy doesn't end in February -- she sends flowers to mothers of overseas military personnel on Mother's Day.

And, the husbands, despite being overseas, still find ways to express their appreciation for Struck's generosity. A lieutenant recently e-mailed, thanking her in advance for the flowers she sends to wives, and she received a tearful call from a soldier in Guantanamo Bay.

--Vanessa Machir
vmachir@safnow.org

 
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Men Overlooked on Valentine's Day

It's no secret to florists that men give more than they receive on Valentine's Day, but do your customers realize men are being left out? Clue your female customers into the potential oversight by including new survey results from the National Confectioners Association in your next shop e-newsletter. The survey found that only 6 percent of men receive a gift on Valentine's Day. Individually, however, men spend more than $130 for Valentine's Day gifts, the survey shows.

"While men clearly give the most for Valentine's Day, everyone enjoys the holiday," says Larry Graham, president of the association.

Other highlights from the survey include: 
• Moms and wives hand out one-third of Valentine's Day presents. 
• Moms and wives receive 36 percent of all holiday gifts. 
• Children and mothers/wives are six times more likely to receive gifts than anyone else in their family, including men and family pets.

Florists taking advantage of the nearly untapped male market include Tipton & Hurst in Little Rock, which offers the "Jack Black Gift Basket," filled with toiletries such as body wash, shaving cream and sunscreen and a one-year subscription to Money magazine.

Does your shop specifically market Valentine's gifts for men? If so, E-Brief editors want to hear about it. E-mail your story to vmachir@safnow.org or participate in this week's e-poll.

--Mary Ann Barton
maryannbarton@msn.com

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C'mon Lucky 7! July 7 a Big Date for Weddings

It doesn't happen often, but this year, the numbers will align to give some couples a lucky wedding date: July 7, 2007, which falls on a Saturday, making it 7/7/07.

"July usually isn't that popular of a month for brides, because of the heat in this area, but we're booked solid," says floral designer Meg McDonald of Elegance & Simplicity, an event planning company headquartered in Bethesda, Md., that plans weddings in the Washington, D.C., area.

The date is quickly becoming popular in other areas as well. In Hawaii, known for being a hot destination wedding spot, the Rev. Toni Baran of A #1 Hawaii Weddings told the Honolulu Star-Bulletin she's received more than 300 inquiries for the July 7 date. "What I'm telling people on the mainland is, if you want that date, do it now or yesterday," she told the paper.

In California, the Associated Press reports that thousands of sites are already booked. "It's the most popular date--ever," Tonya Simmons, wedding specialist with Boomtown Casino Hotel on the outskirts of Reno, told the
wire service.

Some celebrities are jumping on the bandwagon. Actress Eva Longoria of "Desperate Housewives" and basketball star Tony Parker have chosen the lucky date for their wedding, according to US Weekly. The high-profile couple plan to wed in France, with help from wedding planner Mindy Weiss.

--Mary Ann Barton
maryannbarton@msn.com

 
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SAF Calls on Members to Submit Surveys

SAF knows that this is the busiest time of the year for industry members, but we are calling on you to submit IR-4 and Air Cargo Screening surveys, so we can effectively lobby industry issues in Congress and the industry can get the research funding it needs.

IR-4 provides research to help get approval from the Environmental Protection Agency for new chemicals for greenhouse and nursery use. It is very important that growers (and researchers) participate in the 2007 survey, which plays a major role in determining IR-4 spending priorities for the coming year.
 
SAF has sent out a survey asking growers and wholesalers to help us understand the economic impact on the floral industry should H.R. 1, the "Implementing the 9/11 Commission Recommendations Act of 2007," become law. This law would require 100 percent inspections of all air cargo, which could potentially increase transport time and break the cold chain. Please continue to send your surveys back to us at lschmale@safnow.org or fax at (703) 836-8705.

--Vanessa Machir
vmachir@safnow.org

 
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Congressional Action Days to Feature New Session

Professional lobbyist trainer Brad Fitch.

SAF will help Congressional Action Days rookies and veterans alike learn the tricks of the trade with a special session led by a professional lobbyist trainer during Congressional Action Days 2007.

Set for March 12 to 13, Congressional Action Days features a session titled "How to Make the Issues Hit Home with Lawmakers," led by Brad Fitch, CEO of Knowlegis, a provider of online tools and services for government relations professionals.  As former deputy director of the Congressional Management Foundation, Fitch understands the inner-workings of the congressional office and the most effective ways to communicate with legislators.

During this session, attendees will learn, step-by-step, how to influence the decisions of lawmakers. Highlights will include: what members of Congress are looking for when they meet with visitors, 10 rules for meeting with an elected official, the biggest mistakes attendees can make when talking with policy makers, and how to energize others to advocate for the industry.

Get more information, or contact Laura Weaver at lweaver@safnow.org; 800-336-4743.

--Vanessa Machir
vmachir@safnow.org

 
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Supply Guide Host Moves Locations

Floral industry members who've made perusing SAF's Ultimate Floral Industry Supply Guide a part of their daily buying routine can expect spotty access to the site during the weekend. Multiview, host of SAF's online source for floral supplies, is moving offices this Friday. The Web site will be down on Friday evening, and users may experience intermittent service throughout the weekend.

Haven't had a chance to visit SAF's new online source for all the supplies your floral business needs? Check it out!

--Vanessa Machir
vmachir@safnow.org

 
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Reader Feedback: On Blogging

I totally agree with your observations in the E-Brief story about the SmartMoney.com article. I blogged about it here.
 
I wish more florists would jump on the Web (via blogs) and help drive a positive message and add informational content about local florists. I've been blogging for about 18 months with other florists on Rich and Kathy Dudley's www.floristblogs.com. Together, we have written a growing collection of articles that are well placed in search engines.

I continue to believe that local florists have the power to shape strong messages to consumers -- it's just that most shops don't utilize these readily available, affordable Web tools.
 
Cathy Hillen-Rulloda, AAF, AIFD, PFCI
Avante Gardens
Anaheim, Calif.

Have a thought you'd like to share? We want to hear it. E-mail your opinions to vmachir@safnow.org.

--Mary Westbrook
mwestbrook@safnow.org

 
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Talk on the Forums

On SAF's new forum, Changing Your Look or Location: Buildings, Remodeling, Moving, one member has posted, wondering how floral retailers go about moving and choosing a new location. Chime in.

Also on the forums:
Generating advance orders for Valentine's Day
Employee Compensation

Start your own discussion.

--Vanessa Machir
vmachir@safnow.org

 
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Product Spotlight: Retail Pricing Worksheet

Want to make sure you are accurately pricing your Valentine's Day roses? Download SAF's Retail Pricing Worksheet. By inputting cost-of-product information into the Excel spreadsheet program, it will do the work for you, applying the mark-up rate to calculate exactly what you should be charging per bunch, per stem or even per bloom. SAF also provides specific instructions on how to set up and customize the worksheet.

--Vanessa Machir
vmachir@safnow.org

 
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Extra Staff for Valentine's Day

Forty-four percent of readers responding to last week's e-poll said they hire six or more extra staff members for Valentine's Day. Nineteen percent said they hire three extra people; about 12 percent hire five; 10 percent hire two; 8 percent hire none, and 7 percent hire four.

--Vanessa Machir
vmachir@safnow.org

 
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Ordering for Valentine's Day

Just under a third of retail florists (32%) offered incentives in the way of discounts to customers for ordering early at Valentine's Day. Two thirds (68%) did not. When crunch time came, about half of florists (48%) limited the items that customers could order on Feb. 14.

SAF Zoomerang online survey of retail florists with email address. Based
on 686 responses (19% response rate). Survey conducted between February 17 and March 6, 2006.

--Ira Silvergleit
isilvergleit@safnow.org

 
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