Headlines

'No-Match' Rule Delayed

The controversial "no-match" rule, originally scheduled to go into effect early in September, has been delayed again.

On Oct. 10, a federal judge issued a preliminary injunction blocking implementation of the no-match rule until the court has had the chance to fully examine the issue. The injunction "is uncommon, indicating that the plaintiffs have a high probability of succeeding" says Jeanne Ramsay, SAF's director of government relations.

The federal court had ordered a temporary 10-day extension to the restraining order preventing the Department of Homeland Security from issuing no-match letters during an Oct. 1 hearing. These letters are triggered when an employer has employees whose names and Social Security numbers do not match what is provided on the employer's W-2 form.

The original restraining order was granted in response to a lawsuit filed by the American Federation of Labor and Congress of Industrial Organizations (AFL-CIO), the American Civil Liberties Union and other groups. Read more.

While Ramsay says the rule is likely to remain in limbo for several months, until the court issues its final ruling, "this is no time to sit down and rest. The only solution to the problem at hand is passage of legislation, so we must redouble our efforts to secure legislative reform."

--Vanessa Machir
vmachir@safnow.org

 
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SAF Welcomes New Leaders

Rod Saline, AAF, of Engwall Florist & Greenhouses.

"Our businesses and the industry are facing significant change," said SAF's new president, Rod Saline, AAF, of Engwall Florist & Greenhouses in Duluth, Minn., at SAF's annual business meeting on Sept. 30, held during SAF Palm Springs 2007. "Organizations like SAF are needed more than ever."

After accepting the gavel from past-president Bob Luthultz, AAF, Saline told members that the speed of change today makes reviewing one's mission and strategic plan "more important than ever" and that SAF has already begun the process in order to continue to "bring value to our members and ... the industry." Saline will hold the office until September 2009.

Leo Roozen, AAF, of Washington Bulb Company in Mt. Vernon, Wash., has been named SAF President-Elect. Luthultz, of Pittsburgh Cut Flower Company in Pittsburgh, will now serve as SAF's Chairman of the Board. Robert Williams II, AAF, of  Smithers-Oasis — North American Operations in Kent, Ohio, continues as SAF Treasurer.

New Board Members

The SAF membership board elections took place during the convention in Palm Springs, and results were announced at the annual business meeting. New to the board this year are:

Don Darby
Darby Greenhouses and Farms, Inc.
Jacksonville, Texas

Chris Drummond, AAF
Plaza Flowers
Norristown, Pa.

W. Kurt Schroeder, AAF, AIFD, PFCI
Delaware Valley Floral Group
Sewell, N.J.

The following individuals continue their terms on the SAF Board of Directors:

Gonzalo Aristizabal
Cultivos Miramonte
Medellin, Colombia, S.A.

Paul Brockway, AAF
Conklyn's Florist
Alexandria, Va.

John Donati
Ocean View Flowers
Lompoc, Calif.

Tina Rojahn Elsafy
Rojahn & Malaney Company
Milwaukee

Kevin Priest, AAF
Cleveland Plant & Flower Company
Parma, Ohio

Jim Rietkerk
Kallisto Greenhouses, Inc.
Fontana, Calif.

Ken Young, AAF
Phoenix Flower Shops
Scottsdale, Ariz.

--Shelley Estersohn
sestersohn@safnow.org

 
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Industry Members View New Blooms at Proflora

Roses on display at Proflora 2007.

Wholesalers, retailers and other industry members got the chance to view the newest product and connect with growers at Proflora 2007, held Oct. 3-5 in Cartagena, Colombia.

The event, which had about 1,000 buyers from 40 countries, featured product exhibitions, a flower quality competition for growers and breeders, and an exhibit design and décor contest.

 "It's a just a wide view of floriculture in an area that is growing 90 percent of flowers [sold] here on the East Coast," says wholesaler Leonard Levy, AAF, of Hillcrest Gardens in Paramus, N.J., who has attended every Proflora since it began. "It's a very important show — I am surprised more wholesalers don't go,"

Started in 1991 by Asocolflores as a way to showcase the Colombian flower industry, Proflora is held every other year in Colombia. Exhibitors include growers, plant material and general suppliers and service companies from the U.S., Colombia, Holland, Germany, France, Spain, Ecuador and Israel.

Some buyers go to scope out new color trends. Larry Levy of Hillcrest Garden "saw a lot more green [flowers] than two years ago ... It is now a fall color." Wholesalers also use the show as a chance to tell South American growers about American flower trends, and what they would like to see the growers produce. "Right now we have a strong demand for phalaenopsis on stems ... and we want to see who is interested in planting it," says Leonard Levy, who believes the plant would grow well in warm areas like Medellin.

The new varieties featured, especially roses, are a big draw for some buyers. "There were a lot of new rose varieties [at Proflora] that are very exciting," says attendee O'Malley Dreisbach of Dreisbach Wholesale in Louisville, Ky. A variegated white and pink rose called 'Iguana' shown by a breeder stood out for Larry Levy, who plans to find a grower who will carry it. Levy is also tracking down growers for a snapdragon he spotted at the Ball Seed exhibit, called 'Trumpet.'

In addition to meeting breeders, Proflora gives attendees an important opportunity network and talk with their growers. First-time attendee Whiting Preston of Manatee Floral, Inc., in Palmetto, Fla., went to Proflora to "meet new people and solidify some relationships for future opportunities."

"We get to see 50 growers that we deal with all in a three-day span. To be able to sit down face-to-face with growers you only see about once a year is so valuable," Larry Levy says. "We can strategize with growers ... about how to be more competitive."

--Vanessa Machir
vmachir@safnow.org

 
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AIFD Warns Florists of E-mail Scam

The American Institute of Floral Designers put its members on alert this week for a possible e-mail scam that several members have received recently.

The e-mail claims that a man from England is setting up a photo shoot at a "MotorHome" near the locality of the recipient florist and would like the florist to provide floral arrangements for the shoot. It also indicates that money must be drawn from a U.S. bank account in order to make payments to the florists for their work.

AIFD has made attempts to contact the business information listed in the e-mail without any response and is further looking into the matter.

"None of it looks to be legit," says Eric Grammer, communications manager of AIFD. "It is most certainly a scam."

--Kori Kamradt
kkamradt@safnow.org

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Industry Members: Help Set National Standard for Sustainable Agriculture

Floral industry members interested in participating in a national standard for sustainable agriculture are invited to attend a meeting on Oct. 29 and 30 at the University of California, Berkeley.

SAF will be represented at the meeting, and "all interested stakeholders are invited to contribute to this consensus-based process governed by the American National Standards Institute (ANSI) rules," says Linda Brown, executive vice president for Scientific Certification Systems.

The purpose of the opening meeting is to launch the ANSI process during which stakeholders will help shape the Sustainable Agriculture Practice Standard for Food, Fiber and Biofuel Crop Producers and Agricultural Product Handlers and Processors. The Leonardo Academy is an ANSI-accredited standards development organization and will facilitate the ANSI stakeholder standard-setting process.

The Draft National Sustainable Agriculture Standard for Trial Use is already in use as the basis for certifying sustainably produced cut flowers and potted plants under the VeriFlora(tm) certification program.

Once the standardization process is finalized, the resulting sustainable agriculture standard will serve as a national benchmark for verification of best practices in agriculture sustainability. View the draft standard for trial use and read about the elements of sustainable agriculture.

During the meeting, attendees will learn about the standard and ANSI's process for finalizing it. Attendees will then form issue or sector-specific subcommittees and identify issues they will want to address in refining the standard. These subcommittees will continue to meet 10 times a year via conference call to work on particular issues and guide the standard into final form.

The draft standard was written by Scientific Certification Systems, a third-party certifier and developer of sustainability standards, and published by the American National Standards Institute. The standard addresses environmental, socioeconomic and product quality issues.

A second meeting, with the same agenda, will be held at the end of February or in early March. The date and location will be announced by Nov. 1. For more information or to RSVP, contact Michael Arny at the Leonardo Academy.

--Vanessa Machir
vmachir@safnow.org

 
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Newsmakers

Florists Receive Playoff Payoffs, Media Attention

While baseball fans are following the playoffs, we’re following the florists. Last week we reported on retailer BJ Dyer’s, AAF, AIFD, efforts to corral seven florists representing the seven playoff teams to participate in a friendly baseball bet and, more importantly, a PR blitz to keep the media updated on the bet.

This week, the florists on the winning side of the playoffs — Colorado, Phoenix, Boston and Cleveland — are celebrating their sports teams and their respective payoffs.

Dyer and partner Guenther Vogt, AAF, of Bouquets in Denver are anxiously awaiting tomorrow’s payoff from Philly Phanatics Scott and Chad Kremp, AAF, of Kremp Florist: a box of locally-grown posies. Diamondbacks supporter Ken Young, AAF, of Phoenix Flower Shops is looking forward to his delivery of Wrigley Field Ivy from Chicago Cubbies fan Bill Sheffield of Ashland Addison Florist Co. Sox super fan Rick Canale of Boston’s Exotic Flowers is happy to accept a “rose bowl” sized arrangement from the Rose Bowl’s Los Angeles native, Hank Maarse, of Jacob Maarse Florists. Representing the Indians, Rick Fracci of Fracci Florist in Cleveland, is ready to sink his teeth into a Big Apple bouquet from New York’s own Dean Georges of Irene Hayes Wadley & Smythe Lemoult Florist.

More importantly for these florists is the PR coverage they’re getting as a result. The Bouquets duo mmediately sent out a press release with the news of their win — and that they're donating the bouquets to pair with meals prepared by Project Angel Heart, a Colorado-based nonprofit group that delivers meals for people living with life-threatening illnesses, such as HIV/AIDS and cancer. In addition, the bet between the florists got coverage in The Denver Post, The Rocky Mountain News and on FOX 10 News in Phoenix.

Now, the Bouquets duo is busy working up a new wager with their next face-off against Arizona’s Young — and they’re not missing a chance to convey the “drama” of the bet to the media: “Ken’s a confident Diamondbacks fan, so we’re pushing him for a maximum ante to back-up his team,” Vogt says in the release they sent on Oct. 9. “Free flowers for Rockies fans living in Phoenix is a strong possibility.”

Next, the Rockies will take on the Diamondbacks in Phoenix on Thursday for game No. 1 of the National League Championship Series, while the Indians will match up against the Red Sox in Boston on Friday for game No. 1 of the American League Championship Series. The league champs will advance to World Series game No. 1, scheduled for Wednesday, Oct. 24.

Knowing that the final wager would need to be something that’s headline-worthy, the florists have told the media via press release that the loser of the series has to work for a weekend in the winner’s flower shop. In addition, not missing an opportunity to put flowers in the spotlight, the loser will also create, as stated in the release, “a grand floral arrangement to congratulate the 2007 World Series Championship team.”

 
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LA Florist Generates Rockin’ Buzz

Joey House, owner of House of Petals, and Eddie Van Halen rock out.

Sometimes creating a buzz begins with whom you know. For Joey House, owner of House of Petals in West Hollywood, Calif., knowing 80's rock star Eddie Van Halen has translated to good PR for her shop and her friend for many years.

Now through Nov. 12, the two are partnering to promote four prizes to reward loyal House of Petals customers who also happen to be (or, are looking to become) Van Halen fans.

House of Petals customers are automatically entered to win one of the prize packages each time they spend $100 or more on an order. The prize promotion coincides with the recently announced Van Halen nationwide tour, with a scheduled Nov. 20 concert at the Staples Center in Los Angeles. The first prize package is for two customers who will each take home “one limited edition, personally owned, played and autographed” Van Halen guitar. For the second package, two customers will receive their own pair of exclusive Van Halen high-top sneakers. The third prize will have two customers winning VIP concert tickets, backstage passes and the chance to hang out with Van Halen. The fourth prize package has six customers winning official Van Halen tour merchandise.

“It’s very exciting that longtime friend, client and supporter Eddie Van Halen has donated one-of-a-kind gifts of significant value for our clients," House says in a press release.

And, this isn’t the first time House and Van Halen have collaborated for mutual PR; they’ve received hits in a variety of mediums such as Rolling Stone, BeverlyHillsPeople.com, LA Splash Magazine and Guitar World. In the summer of 2006, Van Halen performed “an intimate garden concert” featuring songs off his new album, as well as some well-known hits, at House of Petals’ floral studio. And, in October of the same year, he rocked out and helped host a burlesque show to commemorate the flower shop’s one-year anniversary.

 
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Life at Work

Recruit and Retain Great Employees

Are you guilty of turning a job interview into a social situation? Do you encourage boomerang employees (former staff members that keep coming back) at your shop? There is a better way to recruit and retain the kind of employees you want running your shop, says employment specialist Cathy Fyock, who led the session "Finding and Keeping Great Employees," during SAF Palm Springs 2007.

"It is hard finding qualified, dedicated, hard-working employees," Fyock, of Innovative Management Concepts in Crestwood, Ky., acknowledges.

To avoid what she calls "warm body hiring," Fyock says to determine — before an interview — what qualities you want in an applicant. For instance, do you want a team player? Is flexibility an important trait? How vital is the kind of education or experience they possess? Should they exhibit good customer service skills?

Make sure top candidates possess the key traits you're seeking; that way, you won't settle for the candidate who's a bad fit for the job — but the only one who applied.

During the interview, don't put yourself in the role of psychologist with questions like 'what was your childhood like?' Fyock says, because "you're not Sigmund Freud." Instead, ask indirect questions about the applicant's ethics to help paint the picture. "Think about a time when you saw someone do something you disagreed with," is a statement Fyock says gets at the heart of the issue — the individual's ethical values — without being intrusive (or too predictable).

Want to learn more helpful hiring techniques? Look for a complete wrap-up of Fyock's advice in the December issue of Floral Management. Check out Floral Management's previous articles on finding great employees and doing background checks on applicants. And, for more specific links on hiring trends, read E-Brief's previous coverage on older adults and holiday help.

--Cassandra P. Foster
cfoster@safnow.org

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Are You Too Family-Friendly?

While offering a lot family-friendly benefits to employees may seem like a good thing, it could end up inadvertently making your single employees feel like second-class citizens, says the Society for Human Resource Management's (SHRM) HR Magazine.

Case in point: Thomas Harpointer, CEO of AID Media Inc., told SHRM about one employee who left work early on Halloween to go trick-or-treating with his children. "It did raise a few eyebrows, and some people poked fun about it," he says. "We realized this was no joke — it was a real issue. If someone needs the afternoon off, it shouldn't matter what the reason is. And if one employee gets the privilege, then everyone should."

Unmarried or single residents made up 42 percent (92 million) of people 18 years old and up in 2006 — that's up from 41 percent (89 million) in 2005. "These trends contribute to a burgeoning movement to promote single's rights, with a growing number of advocacy organizations becoming more vocal about what they perceive as unfair treatment by employers," states the SHRM article. Singles sometimes feel exploited — due to fewer benefits, less compensation, longer hours, or less flexible schedules — by married and child-bearing co-workers. And it's not just singles: Those who have partners but are unmarried and do not have children often feel slighted due to lack of adequate health care coverage.

"The first thing is to be aware that people could feel that way whether they voice it or not," says Shirley Lyons, AAF, of Dandelions Flowers & Gifts in Eugene, Ore. "We do consider special scheduling needs when we hire, to make sure we don't overload our staff ... We struggle [with this problem] like everybody. You can't have everyone leave at 3 pm."

While Tim Farrell, AAF, AIFD, PFCI, of Farrell's Florist in Drexel, Pa., has not had problems between single and married employees, he does make sure to offer a time-off program that lumps vacation, sick and personal leave together into one bank of time. "It is one of the best changes we've made ... it gives a more fair approach to each employee." SHRM reports that 70 percent of 326 HR executives surveyed in 2006 by CCH and Harris Interactive said their organizations offer a similar program.

The article suggests that, to help make all employees feel like they are on equal footing, employers should hold social events for employees. As singles' relationships are more likely to be linked to their job community, employers should make sure to hold plenty of inclusive activities, such as lunches, happy hours and community service outings. Read about Lyons' social events for employees. The article also suggests offering more flexible scheduling options to all employees. 

-- Vanessa Machir
vmachir@safnow.org

 
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Trends and Tips

Adapting with a Changing Funeral Industry

As the funeral business changes, so does the way a florist handles its sympathy business. This was the main message conveyed by two florists and a funeral director, who were featured on an educational panel, "Your Role in the Changing Funeral Industry," during SAF Palm Springs 2007.

Time management, open and honest communication and staying alert of trends in the industry are some the key things florists have to keep in mind to remain successful in their sympathy work.

Scott Smith, owner and funeral director of Eastgate Funeral Home in Dallas, Texas, says the shift from the traditional burial to cremation can actually be a big opportunity for florists.

"More times than not, the body is not present, there's no casket," Smith says. "The florist needs to understand that their arrangement is going to be the focal point."

Paul Raimondi, president of Raimondi's Flowers in Baltimore, added that one of his stores' most popular features is its unique and personalized arrangements, which include themes ranging from the religious to sports, depending on the personality of the deceased and the family's wishes.

"Customization is a large part of our industry," Raimondi says. "We start those arrangements at $500."

Both Raimondi and Jim Osburn, shop manager of Pesches, Inc., in Des Plaines, Ill., have an unwritten rule against cold-calling a funeral home.

"You should never cold call," Raimondi explains. "They don't have time for that. We send them a personalized letter about what we offer and tell them to expect a call later on. Then when we call them we can tell them more, and set up an appointment to meet personally with them."

Osburn says his shop delivers an arrangement to accurately demonstrate to the directors what his shop can do.

Smith also says funeral directors appreciate it when florists stay open on Sundays and are on time for deliveries to the home or graveside. 

For other tips on sympathy business work, check out SAF's Marketing Tips and Tools or the SAF Resource Guide. And for more about SAF Palm Spring 2007, stay tuned for the Floral Management November Issue.

--Kori Kamradt
kkamradt@safnow.org

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Think Vintage and Win Over Clients

Any trend-watcher will tell you vintage is hot right now. Think: vintage cars, vintage jewelry, vintage wine. How can you apply this to your store? Start with your corporate clients. Tell them about a vintage marketing technique, reported by The MarketBuilding Team, and you could see your sales boost exponentially.

In the 1950s, United Airlines was stuck with the reputation of being stuffy, and ticket sales in the New York area were falling — especially among traveling businessmen. 

United figured that to win businessmen over, first it would have to win over their secretaries, who decided which airline the boss would fly. Going on this theory, United sent a red rose every week of the year to the executive secretaries of the top 1,000 companies with offices in New York. Each note was accompanied by a poem explaining the virtues of flying United.

The campaign was a success; ticket sales skyrocketed and hundreds of secretaries sent thank you poems to United.

Read more about how florists are landing corporate clients in the September 2007 issue of Floral Management magazine.

Want to gain new corporate clients, or remind current clients of the value of your business? SAF's Business-to-Business portfolios help make it happen. Visit SAF's Web site for more information.

--Vanessa Machir
vmachir@safnow.org

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Mark Your Calendar

Tax-filing Extension Runs Out Oct. 15

The Internal Revenue Service (IRS) this week reminded taxpayers who filed for an extension in April, the Oct. 15 deadline is now approaching and is urging them to double check their returns for "often-overlooked tax breaks and then file their returns electronically using IRS e-file or the Free File System."

This extension applies to several types of filers, especially personal filers, which include sole proprietors of small businesses such as florist shop owners, who report their business tax liability on their personal returns.

Before filing, the IRS urges taxpayers to take a moment to check out these tax breaks:

• Telephone Excise Tax Refund
• Earned Income Tax Credit
• Savers credit
• Extender tax breaks

--Kori Kamradt
kkamradt@safnow.org

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Upcoming SAF Events

Regular Features

Product Spotlight: Custom Print Marketing Center

The holidays are just around the corner, so kick-start your marketing campaign with SAF's Custom Print Marketing Center. Simply choose one of SAF's attractive postcard designs (you even have access to our out-of-print designs), customize it with your information, upload your mailing list and place your order. The process takes just minutes, and you don't have to lick a single stamp! For more information, visit the Custom Print Marketing Center Web site.

--Vanessa Machir
vmachir@safnow.org

 
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Talk on the Forums

One florist wants to offer gift cards to his customers, and needs suggestions for a good gift card company. Weigh in.

Florists are PR Pros

Almost 76 percent of florists responding to this week's e-poll said they have sent out a press release about their shop before, and have received media coverage. Twelve percent said they have not sent out a press release before, and another twelve percent said they have sent out a press release but have not received media coverage.

--Vanessa Machir
vmachir@safnow.org

 
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Most Florists Take Thanksgiving Day Off

Eighty-three percent of retail florists closed their doors all day on Thanksgiving Day in 2006. Thirteen percent opened for limited hours, while only four percent were open for business all day. None of the responding shops were open for extended hours.

Florists Open on Thanksgiving

Source: SAF Zoomerang Online Thanksgiving Survey of Retail Florists, 2006. Based on 343 responses (response rate 9 percent).

--Ira Silvergleit
isilvergleit@safnow.org

 
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