Headlines

Money Magazine Says Florist Flowers Are Worth It

Splurge on flowers from a florist. That’s the message in an article in the September issue of Money Magazine that guides readers on whether to “save or splurge” on items ranging from televisions, to blinds to flowers.

The article quotes Amy Stewart, author of “Flower Confidential,” who says “Grocery stores and florists don’t generally sell the same quality of flowers, and they don’t handle them the same way.”

The article goes on to explain the economics behind that notion: “Because plants are their main source of revenue, florists are more likely to keep their inventory at the right temperature (near freezing is best), frequently change the water and periodically recut stems ... All these steps keep the blooms alive longer.” The article likewise warns against supermarket flowers that are placed adjacent to produce: “The fruit gives off ethylene, which wilts plants.”

 
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Ohio Florists Suffer in Historic Flood’s Wake

Last week severe flooding -- after rivers swelled causing water to rise as high as waist-deep -- devastated florists in northern Ohio towns, resulting in an array of damaged products and complicated deliveries in and out of their stores.

Earlier this week President Bush declared north-central Ohio a disaster area, according to the Columbus Times-Dispatch, and the towns of Bucyrus and Findlay experienced the worst flooding they’ve had in about 100 years. According to Ohio Gov. Ted Strickland (D): “This is a major, major disaster. We’ll do everything we can to help people get back on their feet, but this is going to take some time.”

“There’s no way that I’m going to be able to restart the shop,” says Tara Beaire, owner of Tara’s Floral Expressions, about her store in Shelby, Ohio.

Beaire says about 2 feet of water rushed into her store, completely flooding the basement. Her silk and funeral florals were damaged, with estimates for the silk florals at more than $2,000; overall, Beaire says, she has lost between $6,000 and $10,000. In addition, the store’s trash bins floated away, and Beaire says she has no idea where they are now.

The flooding in her store, which started at about 8 a.m. on Aug. 21, didn’t recede until 2 p.m. that day, and the power went out and wasn’t restored as of press time. Beaire has moved all of her Shelby store’s operations to her other location in Mansfield, about 11 miles away.

“The damage is just too much,” she says. “I can’t see putting any money into it again.”

Sue Stander, owner of Norton’s Flowers in Bucyrus, is also feeling the effects of the flood. She says her store -- a historic three-level building built in 1882 -- had 26 inches of water in the basement, and the rising water destroyed many props and boxes of floral foam. Another blow to Stander was damage to her Christmas arrangements, which were also stored in the basement. She estimated her store’s loss being between $7,000 and $8,000.

“There will be a major economic effect on my business because there’s no disposable income,” Stander says. “Everybody’s [having to] replace something. It is just economic damage in the long run.”

Stander says she’s unsure how the rest of the year will turn out for her business and its cleanup, but she added that amid the mess with the store, she held a staff meeting on Friday where they focused on upcoming business.

“We have 12 weddings in September,” she says. “I told the staff that we’re just going to take our weddings and go with it.”

HR Publication Recognizes SAF/FPO Study’s Benefits

The news about how flowers improve employee retention is getting in the hands of human resource directors.

Management-Issues, an online resource for management, leadership and human resources issues, reported in August: “Small things that can make a big difference can be as simple as putting flowers in the working environment … flowers enhance moods, social interaction and on-the-job creativity and productivity, with a demonstrable energizing effect on people at work.” The article, “The key to commitment,” focuses on a recent Harvard University study and is a direct result of the SAF/Flower Promotion Organization (FPO) Alliance.

Conducted by a team at Harvard University and Massachusetts General Hospital, the study found that workplace commitment is largely influenced by one’s sense of purpose, feeling of personal impact and overall trust in the organization. Productivity is largely affected by the quality of human relationships including cooperative, social group moods and interaction.

The SAF/FPO Alliance launched the public relations campaign promoting the Workplace study’s results in mid-July to put the flower message into the context of everyday news. Nancy Etcoff, Ph.D., the study’s lead researcher, and business strategist Courtney Anderson, J.D., M.B.A., are SAF/FPO Workplace campaign spokespeople. More news coverage in HR and management media about the study is expected.

Consumers and the media can read about the study on SAF’s consumer Web site directly at http://aboutflowers.com/employee_wellbeing.htm.

The Workplace PR program is the second collective effort by the Alliance, formed in 2006. The first, the Home Ecology of Flowers Study and PR program, launched in October 2006 and has generated nearly 157 million consumer impressions to date. The coverage includes newspaper, TV and radio stories in 23 local markets nationwide and placements in nine national magazines such as AARP, Family Circle, Good Housekeeping, Health and Reader’s Digest. A second campaign promoting the Home Ecology Study is set to launch in October.

Spread flower news to local media to generate publicity for your shop. For press releases, visit http://www.safnow.org/customizable_press_releases.

 
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Lincoln Wholesale Closes After a Half-Century of Service

After 53 years in business, the Sorensen family closed the doors of its well-known Lincoln Wholesale Florist Co., in Lincoln, Neb., on Aug. 1.

“I can’t say I’m not ready,” says Arlene Sorensen, AAF, retired president of Lincoln Wholesale. “I don’t think it’s worth it anymore. I’ll miss the people, but I’ll stay connected.”

Sorensen started the company, along with her parents and her husband, Harold, in 1954, and when her husband died in 1979, she took on the role of president. Since its opening, the operation has grown to three times its original size and Sorensen has won many awards for her contributions to the industry, including the Wholesale Florist & Florist Supplier Association’s 2004 Leland T. Kintzele Distinguished Service Award and SAF’s 2006 Paul Ecke Jr. Award. To date, she is also the only female to serve as president of WF&FSA.

Sorensen “has been a leader in the industry,” says Jim Wanko, executive vice president of WF&FSA. “She would have dinner and lunch with governors and was on a first name basis with them. She always used those connections to help the industry.”

Sorensen attributes the company closing to a number of factors, including the growing number of big box stores coming into the marketplace; the challenge of finding good employees; increased difficulties surrounding collections; and high overhead costs -- all factors that conspired to make it difficult for the company to compete.

“It’s just kind of run its course,” says Lee Sorensen, Arlene’s son and the president of the company at the time of its closing. “We just wanted to get out while we still have enough money to cover our bills and walk away without owing anybody anything. I’ll miss the people, there’s a lot of sharp people in this industry, and I’ve spent my whole life doing it.”

Lee, who plans to open a tile and remodeling shop, says Lincoln wasn’t alone in the many challenges it faced before closing, adding that those challenges could affect myriad businesses throughout the industry, especially wholesalers.

“I think you’re going to see more of the bigger guys buying off the smaller guys,” he says. “Sometimes the only way to compete is to become part of a larger regional wholesaler, and you’re seeing more of that.”

Newsmakers

Bouquets Duo Reaps 'Wall of Fame' Award

BJ Dyer, AAF, AIFD, and Guenther Vogt, AAF, with Patricia Rivera Barela, regional director of the SBA at their induction.

Colorado florists BJ Dyer, AAF, AIFD, and Guenther Vogt, AAF, of Bouquets had a busy and successful week last week -- and one that was very rewarding.

On Wednesday, Aug. 22, the florists were inducted into the U.S. Small Business Administration’s Wall of Fame. Bouquets, which also won Floral Management’s 2002 Marketer of the Year award, was honored for its business growth and accomplishments.

The Wall of Fame "is unique to [the Colorado SBA] office," says SBA's Amy McDowell, a business development specialist. Possible inductees are considered based on "name recognition, success and participation in a SBA program." The SBA inducts two Colorado businesses to the Wall of Fame every two years.

Bouquets started out in 1986 as a 500-square-foot “European bucket shop” in Denver, selling specialty cut flowers. Within four years of opening, the shop tripled in size and income. Bouquets has moved its main Denver location three times since opening to accommodate the burgeoning business and now has two additional locations -- in Beaver Creek and Lakewood.

Despite the store’s success, the award, which Vogt and Dyer found out about two weeks

The deep-sea scene created by Dyer and Vogt for The Little Mermaid's Gala Party.

before receiving it, still came as a surprise. “It was quite an honor -- I was really shocked,” Vogt says.

The business has also become well known for event design, and is “one of three main event companies in Denver,” Vogt says.

Vogt and Dyer touted their event design credentials in their recent creations for the Aug. 24 world premiere opening of Disney Theater’s The Little Mermaid’s Gala Party. The show plays in Denver through Sept. 9 and then moves on to the Broadway stage. “This is the first time a show has premiered in Denver before going to Broadway,” Vogt says, who used lots of foliage and organza fish to give the event an “underwater” theme.

 
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New Flower Service’s Mission: Charitable Donations

A new nonprofit organization, Fund Flowers, is donating 100 percent of its profits toward raising money for charities, groups, nonprofits, churches and schools.

In 2002, Keri Dang’s daughter suffered a bad burn on her face and received treatment at the Hospital for Sick Children in Ontario, Canada. Dang said her daughter received such excellent care and attention that one day she wanted to be able to give back to the hospital staff, physicians and patients. However, with three kids, it was hard to immediately accomplish that goal.

Over the years, while working at a local flower shop, Dang realized the positive impact flowers can have on people, which got her thinking about how she might be able to combine flowers with helping those in need. After the shop closed down, and a discussion with her sister, a Web designer, she decided to launch Fund Flowers.

Through Fund Flowers, consumers/supporters of groups purchase flowers and gifts, and 10 percent of their purchase goes toward the group of their choice, such as a school or group. And if there’s any profit left over, it goes to other organizations or nonprofits such as United Way or the Hospital for Sick Children. Due to Fund Flowers’ nonprofit status, no taxes will be deducted or added to an order.

“We’re not here to make a profit, we’re here to help,” Dang says.

Fund Flowers works with three local Toronto florists fulfilling the orders, and after the arrangement is complete, it's inspected and delivered by Fund Flowers. Currently, the company is also wiring out orders that are not in their local delivery area through those three florists.

Dang says because the site was just launched in July, it’s still hard to judge its success, but in advertising through search engines, pamphlets, postcards, information packets and invites out to other nonprofit organizations, she expects the word about Fund Flowers to get out and one day possibly expand the program into the United States.

Trends and Tips

A Way to Draw Customers' Attention: Highlight Your Staff

A snapshot of Loppnow's August newsletter, which introduces his staff to his customers.

Looking for a way to spice up your next customer e-mail rather than the usual 'here's what's on sale now' format? Try showcasing your staff to give customers a behind-the-scenes look at your floral business.

Marty Loppnow of Waukesha Floral & Greenhouse in Waukesha, Wis., took this route for his monthly newsletter's August issue. Customers "don't know what we do -- they just think we put flowers in pots all day," he says. So, he decided to spell it out and put biographies of his design staff in the e-mail, focusing on their industry involvement and career accomplishments.

He recalls that customers, after reading about Loppnow's involvement in SAF's Congressional Action Days, said to him: 'We had no idea florists would have issues [to lobby] in Washington, D.C.' Loppnow adds: "It is good for [customers] to know we are more multifaceted."

He was also able to highlight one designer, the first in his shop to receive AIFD certification. "We wanted to make sure she was recognized," he says. The newsletter "is a good prop for our employees -- it [is a way to] say 'thanks.'"

Loppnow says that this month's e-mail newsletter has received "a great response." One customer even forwarded the e-mail on to her friends, as a way of encouraging them to go to the shop. "It just seems like people enjoyed it," he says.

--Vanessa Machir
vmachir@safnow.org

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Teens Are Leaders in Green Shopping Online

A specific group of consumers -- teenagers -- is more compelled to buy green products online, according to findings from a new Jupiter Research survey.

“Among more than 2,000 [U.S.] teens surveyed, 38 percent said they cared about the environment, including an additional 15 percent who identified themselves as ‘hardcore’ green teens,” The New York Times reported about the survey.

Businesses such as Wal-Mart, Staples, Inc., and Office Depot, Inc., are also gearing their green products toward teens. According to The Boston Globe, just in time for back-to-school shopping. These stores are now offering green varieties of backpacks, pens, bulletin boards, computers and copy paper, to name a few.

“Green teens are leaders among their peers -- but more importantly, they are opinion leaders,” David Carr, a Jupiter Research senior analyst, said in The New York Times article.

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Mark Your Calendars

Learn How to Develop Your 'Giant Potential' at SAF Palm Springs 2007

Do you dream of landing accounts that can bring in huge business, but don't know how to get your foot in the door? Learn to think BIG during How to Capture and Keep Big Volume  Business Accounts, at SAF Palm Springs 2007. Featuring speaker Manny Gonzales of Tiger Lily Florist in Charleston, S.C., this session will teach you how to market to high-volume businesses and what these accounts expect; set up an employee discount program; and become a preferred vendor. Take home specific steps to begin building large-volume accounts, including the types of programs you may want to consider, contract tips and more.

There's still time to register for SAF Palm Springs 2007. Download a registration form or brochure , or register online. For more information contact Laura Weaver, CMP at  800-336-4743.   

--Vanessa Machir
vmachir@safnow.org

 
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Support the Industry at the SAFPAC Golf Tournament

Like this view? Then come to  the SAFPAC golf tournament!

Want to help strengthen the floral industry's voice on Capitol Hill and have fun? Then join your fellow industry members for a round of golf on the breathtaking PGA-West Mountain Course at the La Quinta Resort and Club, during the SAFPAC Golf Tournament at SAF Palm Springs 2007! The Mountain course was rated as one of the top 100 courses in America by Golf Magazine. It's a great way to relax and make new friends, while helping to raise money for the floral industry's political action committee (SAFPAC).

Registration is $200 per player. All registrations go directly to SAFPAC, and are used to support members of Congress who support our industry. Registrations, therefore, must be made with a personal credit card or personal check made payable to SAFPAC. Download the registration form and fax it back to SAF at (703) 836-8705.


Contact Samm Malone for more details at smalone@safnow.org, (703) 836-4743.

--Vanessa Machir
vmachir@safnow.org

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Regular Features

Product Spotlight: ScriptSave

We all know prescription medications can be expensive, SAF now offers ScriptSave®, a no cost prescription drug savings program to SAF members, their employees, and even their employee's families! The ScriptSave® program offers savings that average 22 percent with potential savings of up to 50 percent on brand name and generic prescriptions (based on national program savings data).

The ScriptSave® card can be used at more than 53,000 participating chain and independent pharmacies nationwide. Use this program to reduce your own prescription costs and enhance your employee benefits package. Remember, the better your benefits, the easier it is to attract and keep quality employees. And, it's easy to use! Through a link from the SAF Web site, simply download and print a ScriptSave® right from your computer! Click here for more information.

(DISCOUNT ONLY - NOT INSURANCE. This program is not an insurance policy and does not provide insurance coverage. Discounts are available exclusively through participating pharmacies. AR, KS, SC, SD and TN residents: You may cancel your registration under this program within thirty (30) days from the date your discount card is issued).  

--Bonnie Wilkening
bwilkening@safnow.org

 
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Florists Support Local Growers

Seventy-nine percent of readers responding to the previous week's e-poll said they do make an effort to buy locally-grown flowers. Almost 21 percent say they do not.

--Vanessa Machir
vmachir@safnow.org

 
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"Green" Teens

So-called "green" teenagers, who are more concerned with environmental issues, are more likely than others from their peer group to have made an online purchase in the past 12 months (19 percent to 13 percent) or make a purchase at a traditional store after viewing an advertisement online (29 percent to 22 percent). The study, by Jupiter Research, found that 38 percent of teenagers said they cared about the environment.

Purchases: Teens vs. "Green" Teens

Source: "Green Teens", Jupiter Research, July 13, 2007. Jupiter polled 2,091 teens ages 13-17.

--Ira Silvergleit
isilvergleit@safnow.org

 
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