SAF Interviewed By CBS News, Local FOX Affiliate

Moran discusses floral industry issues with CBS.

SAF is busy fielding media inquiries for Valentine's Day. The conference room at SAF headquarters in Alexandria, Va., was flanked with cameras and lights on Monday, as CBS News Sunday Morning senior correspondent, Martha Teichner, discussed floral industry trends with SAF executive vice president and CEO, Peter Moran.

The topics covered in the hour-long taped interview include the global floral marketplace, competition within the industry, business challenges for growers and retailers, pesticide use, worker conditions and industry promotion. During his interview, Moran emphasized the benefits of professional florists and the strong service-oriented nature of the business.

In preparation for the story, the CBS crew also visited a retail florist, wholesaler and grower in California, as well as Terril Nell, Ph.D., AAF, SAF's chairman of the board of directors, at the University of Florida. The story will air nationwide on February 11 during the CBS News Sunday Morning show.

FOX 5 in Washington, D.C., also interviewed SAF vice president of marketing Jennifer Sparks for

Sparks interviews with FOX 5.

an investigative report on  "phantom florists," or deceptive phone listings, which aired on Feb. 6. During the segment, FOX 5 called several phone book listings for florists only to find that they were anything but local. They tracked down their real addresses -- in one case, knocking on the door to find that it was not, in fact, a florist  -- and even ordered arrangements from them to compare quality.

"When a consumer does not have a reasonable way to differentiate between an existing local business and one that claims to be local, that's a deceptive and unethical business practice," Sparks said to the reporter during the segment.

Viewers were urged to ask the florist they call for the actual location of the business, to ensure that its local. The segment also gave additional resources to guide consumers in their flower-buying, including SAF's consumer Web site, www.aboutflowers.com and www.floristdetective.com. 

Fox 5 urged viewers to exercise caution when ordering flowers, to make sure they are ordering from a genuine local florist and getting the most for their money.

--Vanessa Machir
vmachir@safnow.org

 
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Valentine's Day Supply Escapes Colombian Freeze

Despite several nights of freezing temperatures in Colombia, most farms were able to get their Valentine's Day products en route to North America before the cold weather set in, says Juan Carlos Isaza, manager of Florverde, the environmental certification program of The Colombian Association of Flower Exporters (Asocolflores).

"Some of the farms had already exported Valentine's Day stock to North America," he says. "Others were hit with much more impact. Most of the flowers already were picked up and were in airports, planes to Miami or at farms in cold rooms."

John Sieck, a partner and owner of the Sieck Wholesale Florist Group, headquartered in Baltimore, says that, in his opinion, Valentine's Day supplies are likely to be unaffected by the weather, agreeing with Isaza that "70 to 75 percent of the flowers were probably harvested before the freezes." After the holiday, however, it's possible that the industry could see diminished numbers and quality in hard-hit "soft" flowers, including callas, mini callas, alstroemeria and hydrangea.

"Anything that's woody -- roses, carnations, mini carnations -- is going to be OK," says Sieck, adding that the situation is still developing and changing. "There's probably going to be a gap in alstroemeria from Bogotá for weeks and weeks after the holiday."

Gabriel Becerra, president of Golden Flowers in Miami, agrees alstroemeria could be affected. He also says the freeze could have residual effects, decreasing the supply and the quality of flowers for several weeks, perhaps throughout March. But, Becerra warns against early predictions, or alarm.

"Depending on how the different farms are equipped and organized, the damage could be less or more," he says. "It's really farm and location specific. For the holiday we are lucky."

Colombia is the No. 1 exporter of fresh flowers into the U.S.

The nighttime freezing weather that settled in around Bogotá over the weekend is not unusual. The country generally experiences cold nights and hot days around this time of year, although such low temperatures are more common in January.

How much the weather will affect individual farms remains to be seen, Isaza says.

"People are still assessing their losses," he says. "These evaluations take time."

Mary Westbrook
mwestbrook@safnow.org

 
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Home Ecology Study Featured in National Magazines

About 15 million readers recently got the message that the presence of flowers in the home makes people less anxious and more compassionate, as two national magazines reported the results from SAF/FPO's Home Ecology of Flowers Study, conducted at Harvard University.

The February issue of Readers Digest cites the study, which is a result of a collective effort and

Reader's Digest recognizes the power of flowers.

strategic alliance between SAF and the Flower Promotion Organization (FPO).

The article states: "Fresh flowers can cheer up any drab room ... But make us kinder as well? So says Harvard psychologist Nancy Etcoff, Ph.D."

Family Circle magazine also references the study in its February issue, telling readers, "Fresh blooms can brighten your mood, says a recent Harvard study."

Tell local reporters about the Harvard research to capture publicity for your shop.

--Vanessa Machir
vmachir@safnow.org

 
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SAF Contacts Floral Offenders

With just seven days to go until Valentine's Day, SAF is responding to harmful floral publicity. Here are a few of the cases:

• Dozens of members have contacted SAF about the CBS Morning News segment "What Florists Won't Tell Valentine Buyers," its version of the Smart Money magazine article, aired on Feb. 7. While the CBS piece advises viewers to order flowers from local

Proflowers.com's negative floral ad.

florists, it provides a negative and innacurate portrayal of the industry. Several florists have posted comments on the CBS Web site.

 • SAF has contacted Proflowers.com about its current slogan "Love comes fresh from a field. Like comes from a florist's cooler." At press time, the company had not responded.

• AOL ran an article, "Best & Worst Valentine's Gifts: Instead of Roses (Again), Why Not Send Love Letter Cookies?" that stated: "A dozen red roses is expected. ... This year, don't get caught with the same ol' gift ..." SAF faxed AOL's executive vice president of corporate communications a letter and asked for a response. Although SAF has not heard from AOL, the negative floral references have been deleted.

• In a press release dated Jan. 26, Purina Pet Care recommended that consumers "Forget the Roses This Valentine's Day ... Throw Me a Bone! Pet Owners Ditch Chocolates and Roses for Furry Dates With Wet Noses." SAF faxed the company a letter, and the next day, Purina responded: "We did not intend to disparage flowers and apologize.  We hope that this Valentine's Day is successful for your members."

• The owner of SlenderSmiths in Dentin, Fla. called SAF after receiving a letter about its radio commercial that said "Candy and flowers are such clichés." The spa apologized for the negative reference and has pulled the commercial.

If you spot a negative ad or floral reference, contact jstromann@safnow.org or fax 703-836-8705.

--Vanessa Machir
vmachir@safnow.org

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Florverde Launches Web Site

To celebrate its tenth anniversary, Florverde, the environmental and social certification program of the Colombian Association of Flower Exporters (Asocolflores), has launched a Web site, www.florverde.org, which will act as an industry resource and informational clearinghouse.

"We have a lot to say and a lot to communicate, and we haven't been doing that in a very well-organized [way] in the past," explains Juan Carlos Isaza, manager of Florverde. "Now, we have pulled together a lot of information."

The site, which launched earlier this month with an unspecified budget and will be maintained in-house, includes program overviews, press releases and information on Florverde's 84 certified farms.

"We're also placing some pictures so that people can get a better idea of what's really happening on the farms," Isaza explains.

The site is part of a larger initiative to communicate Florverde's story more effectively to the industry and the public at large, at a time when the public's awareness of and interest in social and environmental issues is on the rise.

"With such increased consumer awareness on social issues, this Web site is a great resource for retailers to educate themselves on [Florverde certification]," Isaza says.

For now, the group is looking for industry input on the site, which will be updated frequently with new information.

"We have a lot of stories to tell... so there is a lot to come in the future," Isaza says. "And, we'll be welcoming feedback."

The Florverde certification and standards were developed by Asocolflores a decade ago as a way to improve the living standards of floral farm workers and their families and, at the same time, protect the environment. Certification is verified by an independent third party, SGS, an international audit company based in Switzerland.

--Mary Westbrook
mwestbrook@safnow.org

 
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FTD Partners with Vera Wang, Stock Rises

FTD stock rose $1.24 on Jan. 29 after the company announced its partnership with world-renowned designer Vera Wang, reported the Associated Press. 

"For me, flowers and fragrance are the perfect expression of love and commitment," said Wang in a press release. Wang has selected a pink rose to commemorate the launch of her new fragrance, Vera Wang Truly Pink, offered in a limited edition collection of floral and fragrance gifts exclusively on FTD.com.

"We believe the strength of the FTD brand, coupled with the elegance of Vera Wang, will prove to be a strong partnership," said Michael Soenen, CEO and president of FTD, in the press release.

Also available from FTD.com is a bouquet of ivory roses, delivered with Wang's signature perfume.

Shares of FTD rose 7.1 percent, to $18.65, in afternoon trading on Jan. 29 on the New York Stock Exchange, nearing a 52-week high of $18.96.

--Vanessa Machir
vmachir@safnow.org

 
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Minn. Florist Starts "Operation Iraqi Sweethearts"

After running a story in last week's Jan. 31 edition of E-brief about a New Jersey florist donating roses to military wives, we heard about another florist who is giving roses to the significant others of active military personal currently stationed overseas.

Tim Decker of Flowerama in Blaine, Minn., began "Operation Iraqi Sweethearts" this year. He says he started putting the idea of this program into motion several weeks ago. The St. Paul/Minneapolis area has a high concentration of members of the National Guard, many of whom have had their stay in Iraq extended recently.

He plans on sending 150 dozen roses to wives, husbands, girlfriends and boyfriends of overseas military personnel in the St. Paul/Minneapolis area. He has also committed to the Blue Star Mothers to run a similar program on Mother's Day.

He admits collecting the names of the significant others originally "tripped us up." But, after the local ABC affiliate ran a spot on his shop last Friday, Decker began receiving e-mails from all over the globe. Not all of the e-mails were about ordering roses.

"[Some of them] were written to say 'what a great job,'" Decker says.

Decker prices a dozen roses around $35, which means he will donate about $5,250 dollars (retail) in roses this year -- but he likes to keep the question of cost in perspective.

"That's minimal compared to what they [the soldiers] are paying," he says.  "We get a lot of good will," and he admits that the free press "doesn't hurt."

Decker, who has several family members who are current and former service personnel, also offers a 5-percent military discount, and he says the practice has helped him cultivate a broader customer base among veterans.

"These are guys who don't normally buy flowers... but now they are regular customers," he says.

--Vanessa Machir
vmachir@safnow.org

 
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Largest Whole Foods to Open in San Jose, Calif.

Austin, Texas-based Whole Foods, which sells flowers and bills itself as the world's leading natural and organic foods supermarket, plans to build its largest store -- 86,394 square feet -- in San Jose, Calif., in the heart of Silicon Valley, according to a recent story in the San Jose Mercury News.

What does that mean for florists?
 
"Whole Foods complements our business," says Chris Citti, vice president of Citti's Florist, which has three shops in Silicon Valley and is the area's largest florist. "We both carry quality items but they only offer cut flowers. We offer better service."

Malak Nader, owner of Rosies & Posies, whose shop is about 15 minutes from the proposed new Whole Foods, has sold flowers in Silicon Valley for 16 years and doesn't welcome more competition from supermarkets selling flowers. "We don't sell meat, we don't sell produce," she says. "I hate the idea. I don't think it's fair." To combat competition she sees not only from Whole Foods but from Trader Joe's and Costco, she offers low-priced cut flowers as well as higher end arrangements. She says her prices on the lower-priced flowers are often lower than the grocery stores, but the perception is that "the grocery store is cheaper."

Whole Foods has not announced when it plans to open the store, according to company spokeswoman Kate Lowery. The company currently has 190 stores and "more than 90" in development across the country, she says.
 

--Mary Ann Barton
maryannbarton@msn.com

 
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Countdown to Valentine's Day

Less than two weeks before Valentine's Day, SAF experienced the flurry of activity that the season brings to a flower farm. During the week of Jan. 22nd, SAF visited flower farms in Ecuador to see firsthand sustainable agriculture practices and worker benefits such as free on-site medical and dental care, hot meals, bus transportation to and from the farms, and even childcare and housing in some cases. Above: Waterproof aprons help keep workers dry as they grade and bunch roses, at Ecuadorian rose growing operation, Pambaflor, one of the farms SAF visited.

--Kate Penn
kpenn@safnow.org

 
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Readers Respond to Danbury Mint

After reading about the Danbury Mint's repeated floral put-downs -- and refusal to respond to SAF -- in last week's issue of E-Brief, several members took matters into their own hands, and wrote letters directly to the company. Sara and Mike Seeger of Fife Flowers and Gifts in Fife, Wash, wrote this:

"I just finished reading the article from SAF regarding your advertising practices -- denigrating the gift of flowers, in order to promote your own gifts.  In business and politics it has been found, and substantiated, that if you must belittle and disparage your competition, your own product(s) must not be successful on its own merits.
 
"I am letting you know that I am sharing this information with everyone I know -- the e-mail is going to others locally in the floral industry.  I will verbally share it with all I meet.  Another detail we are all familiar with, if someone is satisfied, they may tell one other person, if they are unhappy they will tell 10 to 20 who, in turn will share it with three to six and so forth.
 
"Previously, I had respect for your company and the quality of products sold.  I strongly urge you to get new marketing and advertising personnel and correct this negative ad campaign.
 
"As your president did not have the courtesy to return calls and contacts from SAF, I doubt you will respond to my e-mail.  I can assure you that there are a minimum of five previous customers you will no longer have.  Maintaining existing customers is much easier and far less expensive than getting new ones.  You are certainly not the Nordstrom of your particular industry."

Contacting companies directly can be a highly effective way to decrease negative floral references, according to SAF's Marketing Department. For help getting started, contact Jenny Stromann, jstromann@safnow.org.

--Mary Westbrook
mwestrbook@safnow.org

 
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A Kiss to Build a Deal On

Looking to set your wedding promotional materials apart? Why not seal them with a kiss? The U.S. Postal Service recently unveiled its new "LOVE" stamp for 2007, a red heart and a Hershey's chocolate Kiss candy, designed by award-winning illustrator Jose Ortega of New York City and Toronto.

The stamps can be a fun way for florists to dress up reminders or brochures to wedding clientele, says Vince Butera, AIFD, PFCI, owner of Butera The Florist in York, Pa.

"We do a monthly mailing and I always find that adding a little detail -- like adding the new stamp -- is a subtle way to tie it all together," Butera, says.

Hershey is celebrating its 100th anniversary this year. The "LOVE" series of stamps was first launched by the U.S. Postal Service in 1973 and has featured cupids, flowers and hearts.

Florists can also personalize mailers by uploading their own photos to stamps.com and getting personalized stamps.

--Mary Ann Barton
maryannbarton@msn.com

 
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Super Bowl Teaches Ad Lessons

Even if you're never in a position to run a Super Bowl ad, this year's crop of commercials -- the good and the bad -- have real-world applications for business owners, according to BusinessWeek writer Steve McKee.

"The Super Bowl ... (is) the grandest stage and the biggest day of the year for football," McKee writes. "But it's advertising's biggest day as well, and just like football fans, advertisers large and small can learn from the triumphs and tragedies of those who have taken the field."

What are those lessons? McKee points to several:

It's Not About You. It's About Them. Year after year, the best Super Bowl ads hone in on one concept: "Super Bowl advertisers know that tens of millions of people eagerly anticipate their commercials and don't want to sit through annoying speeches telling them how great a product or service is," McKee writes. Anheuser-Busch gets that message and creates fun, high-spirited campaigns consistently for Budweiser and Bud Light. "Any given Bud spot may not make you want to buy a beer, but no brand-building advertising works that way," McKee explains. "What a well-executed commercial will do is create affection for a brand, and over time, that affection will pay off in increased sales."

Be a Storyteller. Plot twists, characters and surprise endings? They're not just for novels, TV shows and movies anymore. You can use those storytelling elements in ads, too, and several Super Bowl ad players did. McKee especially liked Coca-Cola's campaign: an "imaginative look at what happens inside a Coke machine." Likewise, GM showed factory robots in a "charming way." "Both spots were captivating," McKee writes. "And both spots worked."

Read all of McKee's tips.

--Mary Westbrook
mwestbrook@safnow.org

 
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Neon: It's Baaack

Pop in your favorite Madonna tape, dig out your legwarmers and get ready to make corsages that complement magenta: '80s fashions are back, and that means the return of a color trend you can hardly ignore. Neon colors -- yep, bright orange, fluorescent green and lemon yellow -- are back, at least according to the culture-watching gurus at Cool News newsletter.

Coming on the heels of the colors' newfound popularity in European countries, including Spain, the nine-member Color Association of America "officially" announced the "return of fluorescents" earlier this year. Of course, the group didn't unleash neon on the public without some updates. For instance, the group, which includes color expert and former SAF spokeswoman Leatrice Eiseman of the Pantone Color Institute, is calling neon green "spotlight" and neon orange "chorus."

The process of determining color names and trends is "a lot more of a thoughtful process than a group of people sitting around and saying, 'Oh, let's foist this on the American public," Eiseman said to Cool News, adding that it involves "pavement-pounding, globe-trotting activity based on real research."

--Mary Westbrook
mwestbrook@safnow.org

 
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New Age of Retirement Emerges

The definition of retirement in the United States is changing, and the shift is having a profound effect on the labor pool and face of the "average" American business owner. That's one of the findings of a new report by the Pew Research Center, as reported by The New York Times.

The report found that 71 percent of current workers plan to work beyond retirement; most out of desire, not necessity.

"Baby boomers, the estimated 78 million people born from 1946 to 1964, are creating an age of new retirement," writes Christian Wright for the Times. "Job security is obsolete these days. Gone, too, are the traditional notions of hanging up your hat at 65 and puttering around the garden between rounds of golf."

Instead, retirees are embarking on new professional paths, from teaching college-level courses and opening their own businesses to becoming dog handlers. A 2005 study by Merrill Lynch found that 76 percent of baby boomers expect to retire from their current jobs at age 64 -- and then continue onto something else.

The trend could have advantages for small-business owners in the floral industry, says Ken Young of Phoenix Flower Shops in Phoenix, "as long as we can adapt to scheduling and thinking of ways to use some of their skill sets in areas to grow our businesses." Young points out that many seniors work not out of necessity, but to stay active, "so we have to provide them with challenges and opportunities for them to contribute meaningfully to our businesses."

--Mary Westbrook
mwestbrook@safnow.org

 
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SAFPAC Needs Your Help

The passage of one unfavorable bill in Congress can have a major impact on you and the future of your business.  That's why having a strong, vibrant political action committee (PAC) is an absolute must in today's political climate.

The Society of American Florists Political Action Committee (SAFPAC) is an important tool that helps SAF educate and inform lawmakers about the floral industry. However, under federal regulations SAF cannot tell you more about SAFPAC or encourage you to participate without asking for your permission.  Please take a moment to download the SAFPAC form and return it to us. Your signature commits you to nothing.  It simply allows SAFAPC to communicate with you. If you have any questions, please contact SAF's Government Relations Department at (800) 336-4743, ext. 231.

--Shelley Estersohn
sesersohn@safnow.org

 
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Marketing to Men on Valentine's Day

About 45 percent of readers responding to last week's e-poll say their shops market Valentine's Day gifts specifically for men.  Thirty-three percent say their shops do not market Valentine's Day gifts specifically for men, and about 22 percent said that they do not, but they have considered it.

--Vanessa Machir
vmachir@safnow.org

 
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Talk on the Forums

One member is having trouble finding plastic grids for glass
rose vases. Weigh in .

Other discussions:
Flowers for Kids
Rental agreements

Start your own discussion.

--Vanessa Machir
vmachir@safnow.org

 
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Product Spotlight: The Hip Giver's Guide

Help your customers choose the perfect floral gift for a friend or family member with the Hip Giver's Guide (click on Counter Cards). This trendy month-by-month guide to floral gift-giving is the consumer resource for flowers and plants that are in style. It includes holiday tips and advice, floral research and more. Sold in packs of five.

SAF member price (per pack): $4.95
Non-member price (per pack): $9.95

--Vanessa Machir
vmachir@safnow.org

 
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Hot Sellers for 2006 Valentine's Day

Last Valentine's Day, red roses made up about 69 percent of roses sold. Mixed flowers were just over 30 percent of orders and mono-colored arrangements accounted for 12 percent of orders. 

Source: 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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