Headlines

Survey Says: Home Décor Dominates
Holiday Floral Purchases

Almost one out of three (30 percent) American adults purchased fresh flowers or plants as gifts this holiday season, according to results of a nationwide online poll conducted for SAF by Synovate eNation. That compares to 24 percent in 1998.

Additional results: 

• At least half of gift-givers bought fresh flowers for home decoration (54 percent), red poinsettias (53 percent) and fresh flowers as gifts (50 percent). View a graph showing these statistics.

• About a quarter of buyers purchased flowering houseplants other than poinsettias (25 percent), non-red poinsettias (24 percent) and green houseplants (24 percent).

• The average amount spent on gifts of flowers or plants during the holiday was $65.70.

• Supermarkets and groceries topped the outlet venues during the holidays (55 percent), followed by retail florists (26 percent), garden centers (20 percent), and mass merchandisers (19 percent). When the results of the miscellaneous outlets were tabulated, one name stood out from the crowd: L.L.Bean (which sells wreaths and other holiday greens, and was rated No. 1 for customer service by an NRF/American Express customer satisfaction survey) was mentioned by name by more than 1 percent of recipients. View a graph showing these statistics.

• One in 10 (11 percent) gift-givers made their purchases online.

• Almost equally popular as gift recipients were people who bought for themselves (34 percent), parents (32 percent) and spouses (29 percent).

Source: eNation national online survey for SAF conducted by Synovate, Jan. 4-8, 2008. Based on 1,000 adults aged 18 years and older in the contiguous USA. The sample is balanced to representative of the general population based on region, gender, age and household income. The 1998 data is from a TeleNation national telephone survey of a likewise representative of the U.S. population conducted for SAF by Market Facts, Inc., Dec. 28-30, 1998.

--Ira Silvergleit
isilvergleit@safnow.org

 
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Officials Report Small Effect on Horticulture
From Kenyan Violence

Political violence in Kenya after a closely contested presidential election last week resulted in turmoil, including the hijacking of flower transport trucks preventing their journey to airports and staff coming into work.

This caused some apprehension among European exporters, such as FloraHolland, given that Kenya supplied about 20 percent of FloraHolland's volume in 2007.

"We have a few growers in the Western part of Kenya, and it is affecting their business," Geert Jan van der Kooy of FloraHolland told Reuters. "They cannot supply flowers to Holland or to anywhere ... it could get worse depending on what happens."

Kenya is the biggest exporter of cut flowers to the European Union, with a market share of about 32 percent, according to the Fresh Produce Exporters Association of Kenya (FPEAK). The U.S. imports a much smaller amount, bringing in about $1.1 million in 2006, which only contributes .2 percent to the U.S.'s total market share, according to the U.S. Department of Agriculture.

FPEAK Chief Executive Stephen Mbithi acknowledged to Reuters that two growers were unable to truck their produce for two days because of the unrest, but he said they account for less than 5 percent of Kenya's overall production.

"We certainly are not one of the sectors seriously hit by the unrest," he said. "The major production areas for horticulture were not affected. Not a single horticultural farm was attacked."

U.S. wholesalers such as Delaware Valley Wholesale Florist in Sewell, N.J., and DWF Wholesale Florists in Denver have not seen an impact but say they are keeping in contact with their suppliers to keep alerted on the situation.

Kurt Schroeder, AAF, AIFD, PFCI, director of marketing and quality assurance at Delaware Valley, which doesn't buy product directly from Africa, says he's been told Kenya "is indeed a mess ..." but that business shouldn't come to a complete stop.

David Gaul, AAF, vice president of DWF, reports that one of his suppliers says, "there was about 5 percent to 10 percent less flowers coming from Kenya," as of last week.

--Kori Kamradt
kkamradt@safnow.org

 
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Delaware Valley Acquires Wild Flowers

Delaware Valley Wholesale is expanding its customer base into the Philadelphia area with its recent acquisition of Wild Flowers Quality Wholesale Florist, Inc., based in Linwood, Pa.

Delaware Valley announced Jan. 11 that it purchased Wild Flowers from owners Bill and Sue Wilds, who decided to retire after 31 years of operating the full-service wholesale operation.

"It's a good fit because it's in the heart of our market area," says Ken Wilkins, president of  Delaware Valley, based in Sewell, N.J., about 20 miles southeast of Linwood, Pa. "Wild Flowers is known for its high quality flowers and customer service which fits well into our operations since we showcase those" qualities.

Wilkins says operations at the Wild Flowers location shut down on Jan. 11, and key staff members are now working out of Delaware Valley's Sewell location. Wild Flowers phone numbers will now connect customers to the Delaware Valley location.

--Kori Kamradt
kkamradt@safnow.org

 
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Marketing In the Making: SAF Poster Photo Shoot

Carol Caggiano, AIFD, PFCI, of A. Caggiano, Inc., in Jeffersonton, Va., arranges flowers featured in SAF's new marketing materials, which will be available in May.

Last week Carol Caggiano, AIFD, PFCI, designed the floral arrangements that will be featured in two posters as part of SAF's 2008 Local Marketing Kit (it will be mailed to members in May). Caggiano spent a day with the photographer and SAF's marketing team to get the photos for the posters just right.

In the photo pictured at right, Caggiano is making adjustments to the arrangement featured in the "Send an Instant Message" poster. This poster reinforces florist's services of convenience and delivery. "This arrangement is contemporary in color and style, it is edgy and bold," Caggiano says. "The colors are grouped together for visual impact, giving emphasis on each."
 
The other poster, "Daily Departures to All Destinations," emphasizes that florists send flowers everywhere. Caggiano created a compact arrangement in an analogous color combination of blues to greens with emphasis on texture.
 
Along with the posters, SAF's 2008 Local Marketing Kit includes two radio commercial scripts, promotional ideas and advice, and two new postcard and statement stuffer designs available for order. Digital customizable ads and flier-size posters will be posted on www.safnow.org.
 
For promotional ideas, visit SAF's previous Local Marketing Kits.

--Vanessa Machir
vmachir@safnow.org

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Small Business Owners and Politics:
Not So Predictable, After All

Which presidential candidate would you vote for if the election were today? That's one of the questions Inc. magazine asked "entrepreneurial small business leaders" in a mid-October, third-party survey. The responses from the 1,000 participants showed surprising results for what Inc. editor Jane Berentson describes in her Jan. 2008 editor's letter as a "historically Republican group." Twenty-two percent of respondents said they'd vote for New York Sen. Hillary Rodham Clinton (D); 17 percent would vote for former New York Mayor Rudy Giuliani (R); and Illinois Sen. Barak Obama (D) and former Tennessee Sen. Fred Thompson (R) tied for third, with 11 percent. Other results from the survey:

• 57 percent said "a regulated healthcare system would be good for growing businesses." (Perhaps a reflection of the importance employees place on health insurance: According to a poll reported by HR News, 84 percent of 1,200 U.S. adults age 18 and older say health insurance is the most important factor in choosing a job.)

•  62 percent said the current administration was on the "wrong" (vs. "right") track.

•  37 percent said they were Republications; 27 percent, Democrats and 24 percent, Independents.

"All of these findings represent enormous change within this historically Republican group," Berentson writes. "Candidates ... should take note."

Are political preferences getting less and less predictable for small business owners? Weigh into the discussion here. And, also, be sure to take this week's E-poll.

--Kate Penn
kpenn@safnow.org

 
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Newsmakers

National, Local Media Picks Up
on Morning Flowers Campaign

Flowers boost energy and mood, says Prevention.

In need of some cheery and instant stimulation? Try flowers, says two national magazines and a major metropolitan newspaper:

• Prevention magazine tells readers in February: "Seeing a bouquet of blooms when they first woke up gave women in a new study a mood lift and energy boost that lasted all day."

• Working Mother magazine in December points out: "Now there's proof that having a pretty bouquet of flowers around really can perk you up." 

• The Cleveland Plain Dealer on Jan. 10 highlights: "Research shows that when you've just stumbled out of the bed and are still rubbing the sleep out of your eyes, the sight of fresh flowers can inspire an emotional boost that just might last the day."

These articles cite the Home Ecology of Flowers Study. Conducted at Harvard University, the study shows that people feel less anxious and depressed, and more compassionate when there are flowers in the home. Promoting the Home Ecology of Flowers Study and its findings are a direct result of strategic public relations conducted by an alliance of SAF and the Flower Promotion Organization (FPO).

Hometown newspaper and magazine editors and local TV and radio news producers thrive on turning national news items into community stories. Capitalize on the Home Ecology of Flowers Study to generate local news coverage for your shop. SAF members can access customizable press releases on the Home Ecology of Flowers Study.

--Vanessa Machir
vmachir@safnow.org

 
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Florist's Team Races Into Second Place

Florist Rachel Rosales and boyfriend TK Erwin

What a difference a day — or in TV time, a week — makes. In last week's episode of The Amazing Race (the Emmy Award-winning reality TV show) on CBS, California florist Rachel Rosales, 23, and her teammate, TK Erwin, 22, were on the brink of elimination in the race around the world.

This week's episode, however, showed TV viewers Rosales and Erwin in it for the long haul, as they catapulted from a fourth-place finish to a comfortable second-place finish to secure their position as one of the final three teams competing for the $1 million prize.

Rosales, co-owner of Costa Mesa Florist and her boyfriend, Erwin, a substitute teacher, both of Huntington Beach, Calif., surprised their competitors with their strong racing on the 10th leg of the journey. The duo passed two other teams even after hitting a setback where they were required to complete an additional cultural task (called a "speed bump") on this leg as a result of their last-place finish in the previous episode.
 
On Sunday, Jan. 20, The Amazing Race 12 will crown its new winning team. Will it be Rosales and Erwin? Stay tuned for the results in next week's E-Brief.

--Cassandra P. Foster
cfoster@safnow.org

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Life at Work

Building Team Spirit

Sensing employee discontent amid the hectic build-up to Valentine's Day? Try a treasure hunt. Smaller companies are using creative exercises, such as treasure hunts, picnics, trips, contests, and parties to keep employees engaged and enthusiastic about their jobs, according to a recent article in The Wall Street Journal. In fact, team-building exercises are said to be a "more natural fit" and a good way to help employee retention at small companies than large ones, where they may feel forced."

The first step to a successful team building exercise, according to the Society of Human Resource Management (SHRM) is to figure out what the goals you are trying to achieve.

"Real teamwork building [teaches] participants to collaborate better or to learn how to handle difficult situations that may have arisen in the team," says Nancy Hatch Woodward in her article for SHRM, "Make the Most of Team Building." "The training may include instruction on how to communicate better, manage conflict, or understand the kills and talents that everyone brings to the table," she writes. 

Woodward recommends keeping these several factors in mind when choosing the right activity: 

• The personality of the group and individuals by asking questions like "Would they be happier in a classroom or outside doing something more physical?"

• The age and physical ability of the members. You don't want employees to be frightened about the activity or to have to disclose a physical limitation.

• The size of the group, because large groups are better suited for recreation/reward types of activities, whereas smaller teams are more effective for exercises that concentrate more on developing deeper skill sets, such as conflict resolution.

• The education and experience levels in the group, because those who have been there longer might have more experience with certain issues than those who are new.

• The time allotted. Full days are better for addressing a specific team dynamic, and retreats work best when working on strategy or trying to develop individual leadership or communication skills in managers and leaders.

For more guidance on creating group activities your employees will love and learn from, check out "A Twist on Team-Building Activities" in the February 2002 issue of Floral Management.

--Kori Kamradt
kkamradt@safnow.org
 

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Valentine's Day Notebook

Florist Sets Up Mini-shop

When facing her first Valentine's Day as a new business owner in 2007 Ann Marie Payne, of Mystic Floral in Wichita Falls, Texas, jumped on the opportunity to get the word out about her shop by setting up at a local mall.

Payne says the local mall actually approached her about setting up a kiosk in a central location in the mall for a limited time in February. They gave her the use of a nearby empty cooler in a vacant spot in the food court to keep arrangements. In the back of the empty restaurant they placed a folding table for a designer and an assistant to create cash and carry orders.

About 40 arrangements were  stored on the four shelves already provided in the cooler before putting them on display at the kiosk. Customers were also able to put in orders for delivery, which were taken back to the shop, and orders for pick-up, if they wanted to come back the next day.

Payne gave the mall about 15 percent of her estimated $8,000 sales up front, and sales actually came in right under $8,000.

Payne's investment included an extra card machine, cash register, and the installation of an extra phone line, but she says having such a prominent spot in a busy locale proved to be a great way to build name recognition. 

"It went really smoothly," Payne says. " It was really easy and afterwards we were hearing a lot of people say 'I didn't know you were here, but I saw you at the mall.'"

Payne isn't doing it this year due to lack of staff to run both locations, but says she would recommend the same thing to other new florists in need of exposure. 

"Name recognition was the best part," Payne says.

--Kori Kamradt
kkamradt@safnow.org

 
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Believe It or Not

Scare Them with Flowers

A man caught bank tellers by surprise when he robbed a Minneapolis TCF bank last week while armed with a bouquet of flowers and a gun.

According to a TV report from KARE 11, an NBC affiliate based in Minneapolis, the man is an alleged serial bank robber wanted for not only his recent heist on Thursday, Jan. 10, but also for two other robberies in the surrounding area that occurred in December.

In the latest robbery, KARE 11 reports, "investigators say the man approached the teller Thursday afternoon with a bouquet of flowers and a black canvas bag." The man, shown video footage from the bank, was carrying a bouquet of bright-colored roses and when he approached the counter he pulled out a pistol, then pointed it at the cashier.

The Minneapolis Star Tribune reports that the man "said he wanted money in a breath that had the odor of alcohol." Local police and the FBI are offering a reward for anyone who can provide information about the suspect.

--Cassandra P. Foster
cfoster@safnow.org

 
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Mark Your Calendar

Integrated Pest Management Practices to be Featured on Grower Tour before Pest Management Conference

Rambo Nursery's greenhouses

The Integrated Pest Management practices at two successful growing operations will be on display during this year's Grower Tour before the SAF Pest Management Conference February 28-March 1 in Atlanta.

Participants will see what's happening at Rambo Nursery's 60-acre site in Paulding County, Ga., and at Southland Greenhouse in Akworth, Ga. Rambo is a wholesale nursery specializing in annuals. It operates more than 260,000 square feet of heated greenhouses, 10 acres of outside production area and an on-site Sales Center. Southland's wholesale nursery operation specializes in ornamental blooming plants and features an indoor greenhouse that covers 4 acres, focusing on mums, azaleas, Easter lilles, hydrangeas and poinsettias.

The Grower Tour costs $50, which includes transportation sponsored by Greenhouse Grower magazine and a box lunch.

--Shelley Estersohn
sestersohn@safnow.org

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Washington After Dark Tour: New Treat for Congressional Action Days Attendees

Washington, D.C.'s Jefferson Memorial (photo credit: Washington Convention & Tourism Corporation).

Members attending Congressional Action Days Feb. 25-26 have a chance to enjoy something magical that most Washington, D.C. visitors miss — the city after dark. They'll be treated to an incredible starlight ride around the monuments, the Capitol Building and more. The tour is scheduled for 9:30-11 p.m. on Monday, Feb. 25. It's available free of charge to registered attendees on a first-come, first served basis. Space is limited, so if you're planning on attending Congressional Action Days and want to be added to the Washington After Dark list, click here.

And if you're not yet registered, do it now.

--Shelley Estersohn
sestersohn@safnow.org

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On the Horizon: Ultimate Floral Industry Supply Guide

• Deadline for SAF Awards nominations and PFCI and AAF applications: Feb. 1, 2008.
• Valentine's Day: Feb. 14, 2008 — prepare by visiting SAF's Valentine's Day Resource Center.
• SAF's Congressional Action Days: Feb. 25-26, 2008, in Washington, D.C. Register online.
• SAF's Pest Management Conference: Feb. 28-March 1, 2008, in Atlanta. Register online.
• SAF Palm Beach 2008: Sept. 17-20, 2008, at The Breakers in Palm Beach, Fla.

 
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Regular Features

Post-Holiday Sales

About 46 percent of readers responding to the previous week's e-poll said post-holiday sales were up, compared to the same period in 2007. About 34 percent said sales were down, 18 percent said sales were flat and one percent said they didn't know.

--Vanessa Machir
vmachir@safnow.org

 
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Product Spotlight

Start stocking up for Valentine's Day and beyond with SAF's Ultimate Floral Industry Supply Guide, a one-stop shop for all of your floral needs. To make it even easier to get what you need, the guide now offers a Request for Information (RFI) feature which allows you to contact participating suppliers with the click of a button and inquire about the products you need with ease. The guide also includes a desktop search mechanism. Just download the free application and access the Ultimate Floral Industry Supply Guide right from your computer's desktop screen.

--Vanessa Machir
vmachir@safnow.org

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Most Promoted Products on Valentine's Day

According to SAF's 2007 post-holiday survey of retailers, as shown in the chart, floral arrangements designed in-house were the most promoted item for Valentine's Day — it was an item 70 percent of florists made known to their customers. The survey found that fresh flowers, other than roses*, were second among the items listed (52 percent). Just under half the respondents marketed arrangements from the wire services (49 percent), custom arrangements and food and/or candy (both at 46 percent). About a third of the shops promoted cash and carry bouquets, while non-floral and holiday giftware were promoted somewhat less aggressively (24 percent and 16 percent respectively).

*Roses were not included in this survey question.

Products Promoted on Valentine's Day

Source: SAF Post-Valentines Day Online Survey of Retail Florists, 2007. Based on 511 responses (response rate = 14.5 percent).
 

--Ira Silvergleit
isilvergleit@safnow.org

 
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