Headlines

No-Match Letters on Hold Until 2008

The Social Security Administration (SSA) will not send out no-match letters this year, an SSA spokesman told the Bureau of National Affairs (BNA) on Nov. 13.

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 decision to not send out the letters, brought about by the lawsuit challenging the Department of Homeland Security's worksite enforcement regulations, means the SSA likely will not send out no-match letters until Spring of 2008, said SSA spokesman Mark Hinkle to the BNA.

"Because of the lawsuit, we needed to revise letters and it became apparent it was getting too late in the year to send them out," Hinkle said.

Jeanne Ramsay, SAF's senior director of government relations, says that while this is good news, "it is not a permanent fix, and there is still no subsitute for legislative reform. At this point, members need to comply with existing law."

Read more about the no-match letter debate.

--Vanessa Machir
vmachir@safnow.org

[return to top]

Florists Deal With Helium Shortage

The helium shortage that stems back to November 2006 continues to worsen, according to helium industry sources and florists. Florist Lynda Gervais, CBA, of Ann’s Secret Garden in Bethany, Okla., says, “If I can get one tank [of helium] a month, I am doing well.”

The shortage was originally caused by the temporary shutdown of several international production sites, as well as the Nov. 8, 2006, scheduled maintenance shutdown of the Bureau of Land Management’s National Helium Reserve in Amarillo, Texas.

Although the Reserve is now producing at its full capacity and international helium production is “coming along pretty well,” says Leslie Theiss, manager of the Bureau of Land Management’s (BLM) field office, also in Amarillo, “we can’t see an end in sight.”

The problem? “There is just not enough helium in the system … demand is growing faster than we anticipated,” Theiss says, adding that helium exports have grown more than 50 percent in the past five years. The resource is often being sold to Southeast Asian countries where it is used in the semi conductor industry. “Private industries are trying to find new sources and build plants,” Theiss says, “but helium folks don’t have the same resources as the oil and gas industry.”

Some florists, like Dee Marchionna of Balloons and Flowers by Rosemar in Camarillo, Calif., say they have not been affected. Balloon and floral supply wholesaler burton + BURTON has not been affected by the helium shortage, nor have its balloon sales dropped, says marketing coordinator Steve Rose.

Others, like Gervais, who is now using oxygen in balloons as much as she can, are feeling the pinch.

Jackie Brown of Shelby’s Floral & Gifts in Kennewick, Wash., says that while her shop does not do enough balloon business for the shortage to be detrimental, her last helium delivery opened her eyes to the situation. “I noticed the tank of helium was smaller” than normal, she says. “The delivery man said they aren’t going to send out as big tanks anymore.” While she hasn’t gotten the bill yet, she suspects “the price is going to go up, and the tanks will get smaller.”

Her suspicions might be on target. Terri Courrier of Plaza Flowers & Balloons in San Francisco says, “it is getting more expensive.” Although she hasn’t had any trouble getting helium recently, she says there were a few times in 2006 when she couldn’t get her order filled all at once.

Read more about the helium shortage.

SAF Responds to USA WEEKEND

Half a dozen florists have contacted SAF about the Nov. 11 issue of USA WEEKEND, which featured two articles that, amidst gift-giving and décor advice, made negative statements about flowers. As the voice of the industry, SAF has responded.

In “10 quick tips for easy, excellent holiday entertaining,” party-planning expert Linnea Johansson is quoted: “Flower arrangements can be a total rip-off.”

The other article, “5 things you need to know about gifts for the host,” states: “Make gifts host-friendly. ‘Don’t give something to the busy host that’s going to distract them,’ says Peggy Post, etiquette expert and USA WEEKEND contributor. A big bouquet of flowers will force your host to search for a vase and a spot to put the arrangement.”

SAF faxed a letter to USA WEEKEND and sent letters to Johansson and Post.

“While SAF understands and appreciates the need to provide readers with decorating options, the negative statement seems unfair and unnecessary, as the advice following the comment can stand on its own,” SAF writes in letters to USA WEEKEND and Johansson. “You may want to consider that some readers enjoy the convenience and appeal of professionally designed floral arrangements, especially during the busy time of party preparation.”

In letters to USA WEEKEND and Peggy Post, SAF provided floral gift-giving tips: “Ask your florist to deliver a cheerful arrangement or holiday plant earlier in the day to the host. The host then has an opportunity to display it properly, and the floral gift expresses your best wishes and thanks for the invitation. Send flowers the day after the party as a thank-you gift.”

Click here to read the full text of SAF’s response.

Cathy Hillen-Rulloda, AAF, AIFD, PFCI, of Avante Gardens-Florals Unique in Anaheim, Calif., saw the article and used it as a springboard for some proactive floral décor advice she offers on her blog. Hillen-Rulloda said to one frustrated florist, who had read the article, "The best thing any of us can do is to get out there — especially online where information gets picked up quickly ... [and] offer good, honest advice to consumers on how they can get great flower values."

SAF is the voice of the industry and responds to harmful floral publicity. Forward negative floral statements to jstromann@safnow.org or fax 703-836-8705.

--Vanessa Machir
vmachir@safnow.org

[return to top]

Associations Promote Careers in Floriculture

SAF's Dave Bowman (left) receives a plaque in recognition of SAF's 40 years of exhibiting at the FFA annual convention from FFA board member Steven Gass.

Both SAF and the Association of Specialty Cut Flower Growers (ASCFG) recently did their part to promote floriculture careers to younger generations.

For the 40th consecutive year, SAF exhibited at the FFA (formerly known as Future Farmers of America) 80th National Convention, Oct. 24 to 27 in Indianapolis.

During the National Agriculture Career Show part of the event, SAF Director of Member Services Dave Bowman gave out hundreds of brochures and packets to students and teachers alike. "We're the only booth at the show representing careers in floriculture," Bowman says. "We get a lot of attention [and] we reach a lot of people." Bowman also taught students how to make corsages and boutonnieres using flowers donated by Vans Floral Products-Indianapolis.

But the attention wasn't coming just from the attendees — on the second day of the conference, SAF received a plaque in recognition of its 40 years of exhibiting. "We were one of two organizations that were recognized this year," Bowman says.

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

The Association of Specialty Cut Flowers Growers is also encouraging students to join the floriculture industry by offering a $1,000 scholarship for any student working toward a two- or four-year degree in horticulture or a related major. Applicants must have at least one full year of studies remaining as well as work experience — or intentions of working — in a cut flower production operation.

Applications must be postmarked by Jan. 31, 2008. In addition to the cash award, the chosen applicant will receive a one-year membership in the ASCFG and free registration to its National Conference.

For more information, read the press release.

--Vanessa Machir
vmachir@safnow.org

[return to top]

Newsmakers

Flowers Boost Moods, Newspaper Reports

Bend (Ore.) Weekly newspaper readers got some advice the floral industry loves to hear: Act on your impulses to buy flowers.

These wonderful words of wisdom were published on Nov. 9 in the article, "A Greener View: Flowers proven to increase energy and comfort at home." In it, the newspaper reports the results of the SAF/FPO Alliance's Home Ecology of Flowers Study and SAF's Emotional Impact of Flowers Study.

"The overall study results showed that flowers positively impact people emotionally at home, causing them to feel less anxious and more compassionate. Participants even reported a boost of energy that lasted through the day," states the article citing SAF/FPO's Home Ecology of Flowers Study, which was conducted at Harvard Medical School and Massachusetts General Hospital.

A side bar, "The power of flowers," highlights SAF's Emotional Impact of Flowers Study, conducted at Rutgers University: "... flowers have an immediate effect on happiness, a universal reaction that occurs in all age groups. ... people who receive flowers demonstrate increased social interaction and happiness."

This news story is a direct result of a second Home Ecology of Flowers public relations campaign launched by an alliance of SAF and the Flower Promotion Organization (FPO) in October to promote the study's findings about flowers in the morning. SAF/FPO launched the initial PR campaign promoting the study's findings in October 2006.

Generate publicity for your shop. SAF members can access customizable press releases on the benefits of morning flowers and the results of the Home Ecology of Flowers Study.

--Jenny Stromann
jstromann@safnow.org

 
[return to top]

Life at Work

Kick ‘Personal’ to the Curb

Take a count: How many pictures of your kids; paper weights representing various vacation spots and stress-relieving squeeze balls are visible in your work area? If it’s approaching a half-dozen, your professionalism may be in question, according to new research from the University of Michigan Business School.

The researchers interviewed 95 managers to help determine just how much personal clutter on one’s desk was too much, as reported in Workforce Management.

“They even came up with a benchmark: No more than one in five items should be of a personal nature. Any more than that and managers’ perceptions of your work habits may become unfavorable.”

Forbes magazine also reported on the importance of keeping your workspace professional and the ways in which to achieve it:

• Leave your extracurricular interests at home.
• Add only little flourishes (i.e. matching supplies, as in pens and a pen holder and stapler).
• Don’t post paraphernalia on touchy topics such as religion or politics.
• Keep your workspace clean and organized.
• Show a dedicated focus in what you do by surrounding yourself with office inspiration.
• Brighten up your desk with more light.

“To burnish your professional image, consider posting news clippings about industry trends,” the Forbes article states. “A magazine cover featuring your company can be artfully displayed in an off-the-shelf frame from OfficeMax, Office Depot or Staples. Equally appropriate are photos of staff get-togethers, awards ceremonies or other special work-related events.”

Take this week’s e-poll and let us know how many personal doo-dads are in your work area.

Trends and Tips

Wireless Buying Increases

With the iPhone recently named as “Invention of the Year,” by Time magazine and Google Inc. announcing its alliance with 33 partners to create cheaper cell phones that can access advanced Internet services, it comes as no surprise that buying via wireless devices is a big trend among consumers.

“Mobile phones are becoming more and more multipurpose devices, and they are integrating into our everyday life in every possible way,” says James Dion, founder and president of Dionco, Inc., in Chicago. “This is particularly true with the Millennials and Generation Xers who use their cell phones for voice and text communication just like the Boomers use e-mail, including to get information on products and to buy them.”

1-800-Flowers.com, Inc. is getting in on the movement as well. The company recently announced it will expand an existing relationship with Verizon Communications to reach customers over the wireless Internet, offering convenient purchasing strategies and lower prices to buyers who purchase via wireless devices.

Dion says that as long as retailers ensure that making purchases is secure, it works all the time and it’s fast, buying items using wireless devices will just increase with time. He points to a National Retail Federation study that says U.S. consumers spent $5 billion on mobile media content in the 2nd quarter of 2007.

“The prediction though is that, while it will take some time for most retailers to embrace this fourth channel, the opportunities are enormous,” Dion says.

Happiness Levels Differ for Men, Women

There’s a new trend developing with men and women, as recent research points out: In general, women aren’t as happy as men.

Research from a 2006 time-use survey, covered in a recent New York Times article, details the “growing happiness gap” between the two sexes and the difference in what careers women pursue today, as compared to what their jobs were like only four decades ago.

“Since the 1960s, men have gradually cut back on activities they find unpleasant. They now work less and relax more,” according to the article, whereas women have more of an extended to-do list now more than ever. “Over the same time span, women have replaced housework with paid work — and, as a result, are spending almost as much time doing things they don’t enjoy as in the past.”

All the more reason to push flowers as a way to bolster happiness, as proven in SAF’s Emotional Impact of Flowers Study which finds that (1) flowers have an immediate impact on happiness; (2) flowers have a long-term positive effect on moods; and (3) flowers make intimate connections.

It's that Time of Year ...

... when reporters call florists, asking about the poinsettia toxicity myth. One member says a reporter called asking about allergies to the latex in poinsettias.

You can share with customers and the media the following information, which SAF has posted on its consumer Web site, www.aboutflowers.com, on poinsettias and latex allergies:
 
According to the American Latex Allergy Association, only about 1 to 6 percent of the general population is allergic to latex, and "... one would have to have significant contact with the poinsettia plant's latex directly to have an allergic reaction ... only a small drop of latex that can be immediately wiped off of the skin is unlikely to cause an allergic reaction."

Get more information on poinsettia toxicity and download a brochure on poinsettias to provide to your customers.

Want general tips on how to deal with the media in a positive manner? Visit SAF's Working with the Media page.

--Vanessa Machir
vmachir@safnow.org

 
[return to top]

Mark Your Calendar

Get the Latest Pest Management Techniques

Growers! Want to put the latest crop protection techniques to work? Start by "Taking Action" at SAF's 24th Annual Conference on Pest and Disease Management in Ornamentals, Feb. 28-March 1 in Atlanta.  

Sixteen educational sessions, led by top experts in the field, will focus on implementing "new science" to grow healthier, pest-free plants and flowers. Here are some of the topics being covered: 

• designing disease-suppressive growing media   
• plant-essential oils in pest control   
• new fungicides  
• emerging arthropod pests  
• silicon as a new pest management strategy  
• dealing with new or resistant pests  
• managing downy mildews  
• pesticide compatibility with natural enemies  
• fusarium disease management

In between sessions, exhibitors will display the latest pest and disease control products. There's also an optional pre-conference afternoon tour of local growing operations.

Anybody in your organization need pest applicator certification credits? More than 20 states accept this conference's CEUs.

Get more information about the Pest Management Conference and register online. Questions? Contact Laura Weaver, CMP, at 800-336-4743

--Shelley Estersohn
sestersohn@safnow.org

 
[return to top]

Upcoming Events

Regular Features

Product Spotlight: FedEx

Looking for fast, reliable shipping for the holiday season and beyond? You can count on FedEx. SAF members can also save up to 21 percent on packages sent via FedEx. Click here and enter passcode CY9FU713 or for more information, call the FedEx Association Advantage Hotline at 800-475-6708.

--Vanessa Machir
vmachir@safnow.org

 
[return to top]

"Cold Chain" Concerns

Almost 39 percent of retailer readers responding to the previous week's e-poll said they never ask suppliers whether flowers they have pruchased have been kept in the "cold chain." About 33 percent say they sometimes ask, 20 percent say they usually ask and 8 percent don't know what the cold chain is.

--Vanessa Machir
vmachir@safnow.org

 
[return to top]

Top Ten Promotional Vehicles for Thanksgiving

In 2006, indoor and window displays continued to be the vehicles most frequently used by retail florists to promote Thanksgiving to their customers. Indoor displays were used by 65 percent of florists compared to 58 percent using window displays.

The top ten promotional vehicles are shown in the chart. Six of the ten were used by fewer florists than a year ago. Direct mail experienced the largest decline, used by 28 percent of florists in 2006 vs. 35 percent in 2005. Indoor displays and window displays, the two used by most florists, each declined 5 percentage points from the previous year.

The two vehicles that saw the largest increase in percent of florists using them were Web site promotions and public relations, each up 4 percentage points. E-mail promotions also increased but to a lesser degree. Only radio advertising remained unchanged — used by 15 percent of florists in 2006 and 2005.

Most Popular Promotional Vehicles for Thanksgiving

Source: SAF Thanksgiving online survey of retail florists. Based on 343 responses (response rate = 9.0 percent), 2006.

--Ira Silvergleit
isilvergleit@safnow.org

[return to top]