New year! Say to the - Inside: OMG Alstroemeria, p. 20, p. 42 Good News on Flowers and Stress, p. 30 Photos That Sell, p. 40 - Society of American ...
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Inside: OMG Alstroemeria, p. 20, p. 42
Good News on Flowers and Stress, p. 30
Photos That Sell, p. 40
January 2019 I VOLUME 35 I NUMBER 9
hello
Say to
the
new year!
The floral industry’s challenges — and opportunities — in 2019
w w w w wwwwwwwwwww w c o m
770w346w0707
wwLwwww
wwLLwS
LwS VwGwS
January 2019 I VOLUME 35 I NUMBER 9
22
THE YEAR AHEAD
Floral industry leaders talk challenges and
opportunities in the new year.
30
MORE FLOWERS, LESS STRESS
New university research supported by SAF proves the
positive, stress-reducing power of flowers — and SAF is
giving members the tools to spread the good news.
34
12
BUILD — AND KEEP — YOUR A-TEAM
How to separate the top performers from the
underachievers and create your best staff.
40 2 VIEWPOINT
4 WHAT INSPIRES US
4 MORE ONLINE
6 AD INDEX
18 GROWTH
20 FRESH CHOICES
36 INDUSTRY NEWS
38 FIELD TRIP
8 MEMBER FORUM 40 DIGITAL STRATEGY
10 SAF IN ACTION 42 BUSINESS OF DESIGN
12 SNAPSHOT 44 NEW PRODUCTS
14 TIM’S CALLING 46 CLASSIFIEDS
16 TALENT 48 QUALITY
ON THE COVER SHUTTERSTOCK/ALTITUDE VISUAL
Viewpoint BY KATE F. PENN
ON TRANSFORMATIONAL CHANGE
> Last August, we began an eight-month bers about what
existential journey. By we, I mean your they’re facing
peers on the Society of American Florists (if you filled out
THE FLORAL BUSINESS AUTHORITY
January 2019 | VOLUME 35 | NUMBER 9 Board of Directors and our staff here that survey, thank
at SAF headquarters. We embarked on you). This will help
MARY WESTBROOK EDITOR IN CHIEF a transformation that is challenging us us make smart
MWESTBROOK@SAFNOW.ORG
to answer fundamental questions such decisions rooted
SHEILA S. SANTIAGO DIRECTOR OF PUBLISHING
SSANTIAGO@SAFNOW.ORG as: Why does SAF exist and why should in credible data
KATIE HENDRICK VINCENT SENIOR CONTRIBUTING EDITOR anyone care? What role must SAF play and a rigorous
KVINCENT@SAFNOW.ORG in the floral industry? What problem is understanding of
DESIGN AND PRODUCTION
SAF uniquely positioned to solve, and for our existing strengths, challenges and
CONTENT WORX
PUBLISHING ADVISERS
whom? opportunities.
KATE F. PENN, SAF CHIEF EXECUTIVE OFFICER How the consumer buys flowers (and So, four months into the process,
DREW GRUENBURG, SAF CHIEF OPERATING OFFICER
just about everything else) today bears what have we learned? That the top
EDITORIAL OFFICES
SOCIETY OF AMERICAN FLORISTS little resemblance to what that process problems you face in your business are:
1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406 looked like a decade ago. Thus, the need competing with other outlets that sell
(800) 336-4743; (703) 836-8700; FAX (703) 836-8705
WWW.SAFNOW.ORG to ask some tough questions. Those flowers, maintaining or increasing sales,
ADVERTISING SALES changes have given birth to enterprising ensuring a sufficient labor force to run
HEATHER MACALUSO disruptors, seismic shifts in the chain your business, and evolving your busi-
HEATHER@SAFNOW.ORG
(717) 430-2224 of distribution and consolidation in the ness model to stay relevant. You also told
LAURA GAENZLE supply chain. Amidst all of this — and us that you wish we could address the
LAURA@SAFNOW.ORG
perhaps, because of it, some may argue negative implications that order gather-
(717) 430.2351
— the number of retail flower shops ers have on your business, that you’d like
FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS has dropped 40 percent since 2006, us to bring education and peer-to-peer
PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF),
THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND
from 20,227 to 12,964 in 2017. SAF’s networking opportunities to your area,
GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. representation of retail flower shops has and you’d like us to help educate the next
STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE
THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL dropped right along with it. generation of floral industry employees.
POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS
POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND The good news: There are signs that What we do with this information
ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE the overall rate of decline in the number is what will occupy our team for the
IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL
RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A of flower shops is stabilizing, and U.S. next four months. Will SAF set out to
MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR
NON-MEMBERS ARE AVAILABLE FOR $49 PER YEAR. SINGLE COPIES: spending on flowers is expected to grow rid the floral world of order gatherers?
$4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN
PERMISSION.
at an annual rate of 4 percent over the No — not any more than we attempted
POSTMASTER
next five years. to get grocery stores to stop selling
SEND CHANGE OF ADDRESS TO FLORAL MANAGEMENT, We want to capitalize on these cur- flowers. We can’t do anything about
1001 NORTH FAIRFAX, SUITE 201, ALEXANDRIA, VA 22314-3406.
PUBLICATIONS MAIL AGREEMENT #40589029. CANADIAN RETURN rent market opportunities — dare I say, competitive forces — it would be a futile
MAIL ADDRESS: STATION A P. O. BOX 54, WINDSOR, ON N9A 6J5.
E-MAIL: CPCRETURNS@WDSMAIL.COM. embrace the disruption — and return to effort anyway — but it is our role as a
INSTRUCTION TO CONTRIBUTORS a place of growth to ensure SAF’s long- trade association to do what we can to
FLORAL MANAGEMENT WELCOMES ARTICLES AND PRESS RELEASES term relevance and viability. We want help growth-oriented industry members
TO BE SUBMITTED FOR POSSIBLE PUBLICATION. SEND TO: FMEDITOR@
SAFNOW.ORG. ANY UNSOLICITED MATERIALS SENT, INCLUDING to be exactly what you need most, when thrive.
PHOTOGRAPHS, WILL NOT BE RETURNED UNLESS REQUESTED. FLORAL
MANAGEMENT IS NOT RESPONSIBLE FOR THE LOSS OF PHOTOGRAPHS you need it. Over the next four months, we will
OR ANY OTHER MATERIALS SENT.
It’s a lofty goal that requires some take a deep dive into exploring what
FLORAL MANAGEMENT IS A MEMBER BENEFIT OF THE
SOCIETY OF AMERICAN FLORISTS. WWW.SAFNOW.ORG self-reflection. And action. We’re not that looks like. During this phase, we
LETTERS TO THE EDITOR going at it alone —we’re partnering with will seek input from voices beyond SAF
WE WELCOME YOUR FEEDBACK ON THE MAGAZINE. PLEASE SEND a third party that has deep experience in and our industry to ensure we have the
YOUR OPINIONS AND SUGGESTIONS TO: FMEDITOR@SAFNOW.ORG.
helping organizations like ours develop fresh thinking and perspective we need
and implement clear, transformative to declare a bold, relevant vision for our
strategic plans that, when executed, future. We’ll get clarity on what the in-
achieve extraordinary outcomes. dustry will look like in the next 10 years,
To do this, we’ve tapped myriad so we can understand opportunities and
vider of indispensable value to you, our voices and perspectives on the chal- refine some of the emerging ideas about
members. lenges and opportunities in our industry SAF’s value proposition in the future.
— our partner has conducted one-on- I’m confident we will come out of this
Kate Penn is the CEO of the Society of one interviews with our board members process with a bold mission and vision
American Florists. kpenn@safnow.org and staff, and we’ve surveyed all SAF that unifies and energizes SAF and our
members and hundreds of former mem- industry and positions SAF as the pro-
2 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG
Yo u w a n t y o u r
v a l e n t i n e s p o l i s h e d t o o,
don’t you?
■ NATURAL LUSTRE
■ NO ALCOHOL OR CHEMICAL ODOR
■ CLEANS AND RENEWS
AVAILABLE AT YOUR WHOLESALE FLORIST.
What Inspires Us
HAPPY NEW YEAR — AND More Online
HERE WE ARE IN 2019! photo wow
Reece Nakamoto
> If the past few years have taught us anything, Farinas of Beretania
Florist shares some
it may be: The future is impossible to predict.
of his best photo tips
And yet this month we’re trying to do just that, this month in Digital
with a cover story that asks more than a dozen Strategy (p. 40). Check
industry members — including heads of major out additional advice
national companies and international associa- in the handout he
shared last fall during
tions, growers, wholesalers, leading designers,
SAF Palm Springs
and retail florists working in their businesses 2018 at safnow.
every day — to lay out the major challenges org/moreonline
and opportunities in the new year.
Very quickly, some themes and common in living color
“Living Coral,” the 2019 Pantone Color of the
threads emerged: The floral industry is facing
Year, has many florists excited. To read more
prolonged challenges in transportation and about the industry’s reactions and get tips on
logistics — issues that don’t have any easy fixes. Industry members across seg- how to incorporate the classic yet fresh color into
ments are worried about labor and their ability to attract and keep good employ- your work, search “Floral Professionals ‘Warm’ to
ees. Pretty much everyone we talked to for this month’s story said consumer Pantone’s Cheery Coral Choice” on safnow.org.
expectations are sky high, competition is steeper than ever, and that it’s time for
the industry to work together more to increase floral consumption among con-
sumers. Many are worried about the future of the U.S. economy, including the
potential for a recession and the possible implications of new tariffs.
As we were putting the final touches on this story and this issue of the
magazine, however, what struck us most was the optimism throughout. With
each new challenge, there’s an opportunity — for those who are willing to think
outside of the box, reach out to others and put serious innovation
into motion. We’re presenting this month’s story in that spirit of
sharing and problem-solving, and we hope you find it useful.
valentine’s
Elsewhere in the magazine, and also very useful: a run-
day help
down on exciting new study results from the University of From last-minute
North Florida and supported by the Society of American marketing ideas,
Florists that show the presence of flowers can have a to ideas for press
positive, meaningful effect on stress (p. 30). It’s the first releases, to strategies
for incentivizing early
study to document empirically what we all know — flow-
deliveries, SAF’s Valentine’s
ers make people happy — and the tools available to SAF Day Resource Center is
members at safnow.org/StressLess can help you spread that chock full of ideas to help you
great news locally (while SAF continues to get out the word on have the most profitable holiday
the national level). ever. safnow.org/moreonline
We’re also so excited to share Tim Huckabee’s new column, “Tim’s
Calling” (p. 14) In that space, you’ll get to read about Tim’s famous un- your voice. your future.
dercover calls (and dissect them with your staff). Be sure to head to safnow. Get valuable face-time with lawmakers by
org/TimsCalling, too, to hear a recording of the call and additional advice from coming to Washington, D.C., this March for
Tim. Also new in 2019: The Kelly family of Stein Your Florist, with locations in SAF’s Congressional Action Days. Intimidated
at the prospect of talking to legislators? Don’t
Pennsylvania and New Jersey, is taking over our Growth column (p. 18) to share
be. SAF will make sure you have the information
their thoughts on how to best lead your business. Look for management, sales you need to feel confident and prepared.
and other tips from the entire family throughout the year, starting with Patrick safnow.org/congressionalactiondays
Kelly’s tips on mindfulness this month.
Finally, we are thrilled to announce that we’ve reconstituted our Floral
Management Advisory Board, a dedicated group from across segments that will
give us valuable editorial feedback and guidance throughout the year. You’ll find
their names listed on p. 6. As always, thanks for reading. We look forward to
spending the new year with you.
4 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG
Ad Index
FIND WHAT YOU NEED
You can also visit advertisers online at
floralmanagement.safnow.org.
THE FLORAL BUSINESS AUTHORITY
Accent Décor 800-385-5114, AccentDecor.com . . . . . . . . . . . . . . . . . . Inside Front Cover
Floral Management Advisory Board
SAM BOWLES Bloomerang Solutions 941-806-1911, BloomerangSolutions.com. . . . . . . . . . . . . . . . . . 45
ALLEN’S FLOWERS AND PLANT
SAN DIEGO, CALIFORNIA
SAM@ALLENSFLOWERS.COM
Deliflor Chrysanten +57 (311) 389-3517, DeliFlor.com. . . . . . . . . . . . . . . . . . . . . . . . . 15, 43
JO BUTTRAM, AAF
SHIRLEY’S FLOWERS INC.
ROGERS, ARKANSAS DESIGN MASTER color tool, Inc. 800-525-2644, DMcolor.com . . . . . . . . . . . . . . . . . . . 3
JBUTTRAM@HOTMAIL.COM
ZOË GALLINA, AAF
BOTANICA INTERNATIONAL
Eternal Remembrance 814-408-4949, EternalRemembrance.com. . . . . . . . . . . . . . . . . . 5
TAMPA, FLORIDA
ZGALLINA@BOTANICAFLORIST.COM
FTD 800-788-9000, FTDi.com/FTDadvantage. . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover
CHARLES INGRUM
DR. DELPHINUM DESIGNS & EVENTS
DALLAS, TEXAS
CHARLES.INGRUM@DRDELPHINIUM.COM
gotFlowers? 408-840-3514, gotFlowers.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28, 29
NICOLE PALAZZO
CITY LINE FLORIST Reliant Ribbon 800-886-2697, ReliantRibbon.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
TRUMBULL, CONNECTICUT
NICOLE@CITYLINEFLORIST.COM
SAF Fund for Nationwide Public Relations 800-336-4743, SAFnow.org/prfund.17, 19
KAITLIN RADEBAUGH, AAF (BOARD LIAISON)
RADEBAUGH FLORIST AND GREENHOUSE
TOWSON, MARYLAND
KAITLIN@RADEBAUGH.COM Smithers-Oasis 800-321-8286, OasisFloral.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
DIANA ROY
RESENDIZ BROTHERS PROTEA GROWERS The Sun Valley Group 800-747-0396, tsvg.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
FALLBROOK, CALIFORNIA
DIANA@RESENDIZBROTHERS.COM
Teleflora 800-421-2815, MyTeleflora.com . . . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover
OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS
PRACTICAL, EASILY ACCESSIBLE INFO RMATION ON OPERATING AN
EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS
A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING
MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY,
PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH
PRODUCT, SUPPLY AND ECONOMIC TRENDS.
Don’t trash this issue.
Please pass this magazine on
to a colleague or recycle it.
6 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG
MAKE VALENTINE’S DAY 2019
You’ll love our innovative products.
They’ll love your inspired designs.
©2018 Smithers-Oasis Company. All rights reserved. OASIS® is a registered trademark of Smithers-Oasis Company.
You’ll find hundreds of products that add distinctive value to your Valentine’s Day floral designs.
Plus, you’ll find a wealth of design inspiration and marketing resources to
help assure you have a profitable Valentine’s Day – that’s a Perfect Match!
FLORAL DESIGN PHOTOS I HOW-TO VIDEOS I ARRANGEMENT RECIPES I MARKETING TIPS
Find all this and more at oasisfloralproducts.com/valentines
SAF Member Forum
PETAL PUSHERS
Why are you receiving > The Society of American Florists’ 2018
Petal It Forward initiative brought out the
this magazine? best in thousands of people across the
country on Oct. 24. Here are just a few of
the comments shared on SAF’s Facebook
and Instagram pages. For full coverage
Inside: OMG Alstroemeria, p. 20, p. 42 of the event, check out our story in the
Good News on Flowers and Stress, p. 30
Photos That Sell, p. 40 November/December issue of Floral
Management, available at safnow.org/
moreonline.
January 2019 I VOLuME 35 I nuMBEr 9
hello
Say to
the
new year!
you are an The floral industry’s challenges — and opportunities — in 2019
SAF
member!
We had a voicemail left on our machine
with a weeping woman who was so grate-
ful. [Petal It Forward] brought her to tears.
She was overcome by joy and had to let us
know! [This was] our first time doing Petal
So make sure your team enjoys It Forward, and it was great!!
Floral Management, too! Amber Ochoa, via Facebook
SAF members can give their employees their own digital What a wonderful thing Petal It Forward
copy of Floral Management, the Wednesday E-Brief, has been, putting smiles on people’s
Friday Week In Review and the Saturday Sales Wake-Up — faces. I would like to thank you for a job
for FREE! well done. You have made a difference in
people’s lives. Two thumbs up! Amazing
Support your team’s professionalism and floral industry what flowers can do. Thank you to all
pride by giving them access to information that helps volunteers who participated. [It was]
them grow. very kind and thoughtful of you.
Carolyn Carlene Rice, via Facebook
To take advantage of this FREE member benefit,
simply email your company name along with your We had such an amazing time getting
employees’ first and last names and email addresses to to bring this to Longview, Texas, again!
info@safnow.org. It was a beautiful experience to see the
smiles and reactions.
@casa.flora, via Instagram
Another Great year! We love doing this.
We love the smiles and happiness we
see all day!
@YardleyFlorist, via Instagram
8 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGAs Seen on
uBloom.com
Customer Service 1-800-886-2697 • Info@ReliantRibbon.com
New Website! www.ReliantRibbon.comSAF in Action BY Katie Hendrick Vincent
FLORAL INDUSTRY PREPARES TO HEAD TO WASHINGTON
> “Make YOUR Business the Hill’s Business” is the floral Schedule at a Glance
industry’s call to action for the Society of American Florists’
39th annual Congressional Action Days, March 11-12, in Monday, March 11, 2019
Washington, D.C.
7:30 – 9:00 a.m.
“It’s easy to get caught up in thinking that issues affecting
KICK-OFF BREAKFAST
your small business can’t possibly matter to busy government speaker: reid wilson, the hill
leaders, but the collective number of voices that come together One of Washington’s most accomplished journalists once
grab their attention,” said Brian Kusuda of Jimmy’s Flowers and named “The Greatest Political Mind of Our Time” by Comedy
JFS Wholesale in Ogden and Layton, Utah, who participated Central cuts through the spin and shares insights on trends
and voting demographics. Reid Wilson is one of the few
in Congressional Action Days for the first time last year. “As a
nonpartisan analysts to use visuals, giving a fun look at the
nonpolitical person, I was very nervous, but SAF took that worry political environment.
away by preparing me with talking points and telling me what
to expect.” Seeing “so many people from so many organizations 9:30 a.m. – Noon ISSUES AND ADVOCACY TRAINING
and segments of the industry” further bolstered his confidence. Find out how to talk about the key issues affecting the industry in a way that
brings it home to lawmakers and their staff. During this informative session,
SAF lobbyists explain the issues we’re taking to Capitol Hill.
Noon – 1:00 p.m. LUNCH
Meet with participants from your state or region over lunch and talk about
how best to tell the industry’s story during your congressional appointments.
1:00 – 3:30 p.m. VISIT TO ARLINGTON NATIONAL CEMETERY
6:00 – 9:30 p.m. SAFPAC RECEPTION AND DINNER*
speaker: a.b. stoddard, realclearpolitics
Frequently meeting with sources and politicians of all stripes,
A.B. Stoddard has her finger on the pulse of Washington,
D.C., and offers detailed and smart political and electoral
#safcad “A very welcoming meeting with my #Floriculture peeps analysis. In a talk as up to date as the headlines, she covers
and @RepJimmyPanetta #lobbying works,” posted Jamie Kitz of
the five biggest stories in the news and the latest happenings
Sakata Seed America, Inc. on Twitter and Instagram. Pictured from
between Congress and the White House. *There is an
left: Cheryl Denham of Arizona Family Florist in Phoenix; Robert
additional fee to attend this special event supporting SAF’s
Kitayama of Greenleaf Brighton in Capitola, California; U.S. Rep. Jimmy
Political Action Committee. SAFPAC supports SAF’s lobbying efforts and brings
Panetta (CA-20); Kitz; and Joost J. Bongaerts of Florabundance.
visibility to the floral industry by contributing to the campaigns of federal
candidates. To learn more, contact Shawn McBurney at smcburney@safnow.org.
Repeat participant Cheryl Denham of Arizona Family Florist
in Phoenix pointed to recent achievements, such as increasing
funding for the Floriculture and Nursery Research Initiative, as Tuesday, March 12, 2019
evidence that persistence, dedication and passion pay off. “We
7:30 – 9:00 a.m. GRASSROOTS BREAKFAST
cannot stop the momentum,” she said. “Without our stories, speaker: hunt shipman, principal & director at
many are oblivious to how the floral industry works.” cornerstone government affairs
For details, visit safnow.org/cad. Hunt Shipman has a wealth of experience listening to
constituents lobby during his days on the personal staff of
Senator Thad Cochran and as a former deputy secretary at the
SAF CAD 2019 is underwritten by USDA. He shares some of the most memorable moments,
revealing what resonates with legislative and regulatory aides
platinum partner
and why it’s important for lawmakers to hear from you.
10:00 a.m. – 5:00 p.m. CONGRESSIONAL APPOINTMENTS
This is your chance to tell lawmakers about how laws and regulations affect
your business. Wear comfy dress shoes, and we’ll give you a wearable flower
and take you to Capitol Hill to visit congressional offices as part of your state
gold partners or regional delegation.
10:00 a.m. – 5:00 p.m. CAPITOL HILL CLUB HOSPITALITY SUITE
Stop by the hospitality suite between appointments to grab lunch or snacks,
chat with other participants, and send thank-you messages to lawmakers
and staff you visited.
special thanks to 5:30 – 7:30 p.m. DAY’S END RECEPTION
Armellini Air Express and Hortica Gather with fellow participants to share experiences and frame the events of
a very busy day with fascinating personal perspective.
10 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGSAF in Action
PETAL IT FORWARD GENERATES 90 MILLION CONSUMER IMPRESSIONS
> Florists in 410 cities in every state plus in this coast-to-coast, random-act-of-
Washington, D.C., and Colombia partici- kindness initiative is reflective of what
pated in the Society of American Florists’ the country needs amidst news of tragic
Petal It Forward on Oct. 24. The event events and uncertainties.”
didn’t just create goodwill and good feel- Prior to Petal It Forward, SAF dis-
ings — it also generated more than 90 tributed media advisories to 800 TV
million consumer impressions, including assignment desks and a press release
high-profile placement in national publi- to almost 600 print publications around
cations and on highly trafficked websites the country. The documents promoted
and social media pages. a state-by-state list of the local events,
Among the biggest hits: A 1-minute along with contact information for par-
video compilation created by the team ticipating companies.
at USA Today’s Humankind Facebook SAF also created an online resource
channel from video footage partici- center for members to download and
pating members provided SAF. Titled customize a media advisory and press
viral video The “Unexpected gifts bring strangers joy”
“Unexpected gifts bring strangers joy,” it release to do their own outreach locally.
video created by USA Today from footage provided to SAF
had nearly 500,000 views. In addition, SAF provided step-by-step by members has racked up nearly 500,000 views.
“SAF’s nationwide public relations advice online to help members feel
efforts to enhance members’ local ef- comfortable and confident reaching out
forts is paying off big for the industry,” to the press. as well as PR Newswire pick-ups. See ex-
said Jennifer Sparks, SAF’s vice presi- The Payoff: Petal It Forward 2018 ap- amples of the consumer news coverage
dent of marketing. “The media’s interest peared in 482 TV, radio and print stories, at safnow.org/pif.
PREP FOR VALENTINE’S 1-DAY PROFIT BLAST GOES TO NASHVILLE AND BOSTON
DAY MEDIA INTERVIEWS
> The Society of American Florists kicks
> The countdown is on for the biggest off 2019 on January 13 with its 1-Day Profit
flower day of the year. Get up to speed Blast program in Nashville, Tennessee,
by visiting the Society of American sponsored by DWF Wholesale.
Florists’ Valentine’s Day Resource Next stop: Boston, Massachusetts,
Center at safnow.org/vday. It features on March 31. Sponsored by Jacobson
Facebook graphics, web banner ads, Floral Supply, Inc., the Boston event
marketing ideas, delivery and staffing packs design, sales, technology and
strategies and success stories from management education into an 8-hour
your peers. program, along with a Supplier Showcase
There you’ll also find tips on how where floral industry vendors share their
to earn publicity and how to prepare newest products and services.
for an interview. That advice includes The Boston lineup includes Jody
statistics and other talking points, as McLeod, AIFD, CFD, NCCPF, of Annie V’s
well as some of reporters’ favorite (and Floral Design Studio, in Clayton, North
thorniest) questions and suggested Carolina; Derrick Myers, CPA, CFP, PFCI,
responses that will cast you as a confi- of Crockett, Myers & Associates, Inc.;
dent, positive expert. Sam Bowles, FSC, of FloralStrategies; and
Of course, not everyone likes to play Crystal Vilkaitis, of Social Edge.
nice, particularly advertisers who relish For details, visit safnow.org/1-day-
a particular alliterative slogan (“Forget profit-blast.
Flowers”). If you notice anyone dispar-
aging flowers, report it to Marketing Katie Hendrick Vincent is the
and Communications Director Jenny senior contributing editor of Floral big fan Madeline Bombardi of Sellwood Flower
Scala, jscala@safnow.org. Management. kvincent@safnow.org Company in Portland said participating in SAF’s 1-Day
Profit Blast last October energized her and her team.
The magazine of the Society of American Florists (SAF) 11snapshot Flowerboy Project VENICE AND LOS ANGELES, CALIFORNIA
floor space Floor tiles in the Los Angeles store “really drew us to the space,” Shirinda said. “The tiles add such a classic feel and lovely color scheme that
flow well with the colorful florals and saturated green plants.”
CALIFORNIA COOL
> Beautiful. Curated. Never pretentious. That’s (light-filled and modern with surprising materials
the look husband-and-wife team Sean Knibb everywhere, including ladders turned into shelves)
and Stella Shirinda were after when they started and the welcoming spirit. “We want to be easy and
Flowerboy Project, a flower shop/boutique/café nonthreatening,” Shirinda explained. “I feel like
with a flagship store in Venice, California, and some people are like, ‘Flowers? I don’t know how to
a second location at the Freehand Hotel in Los do flowers.’ We say, ‘Pick what you like! We’ll help
Angeles. Last fall, Architectural Digest named the you.’ Customers come in, have a coffee. They stay
business one of the country’s seven best local flower a while. It’s low-pressure shopping. It’s all about
shops, recognition that comes from the aesthetic that experience.”
12 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGBY MARY WESTBROOK Snapshot
stone age The rubble masonry wall already stood in
the Venice location when Flowerboy took it over. “We
decided to keep the wall as is because of its beautiful but
raw properties,” Shirinda said.
step up Knibb designed the interiors, including the
plank-ladder shelves, shown here in the Venice location,
in part to inspire customers and challenge the idea that
luxury and great design have to be expensive, Shirinda
explained.
Mary Westbrook is the editor in chief of Floral
Management.mwestbrook@safnow.org
The magazine of the Society of American Florists (SAF) 13Tim’s Calling BY TIM HUCKABEE
BUSTED BIRTHDAY?
> What if I told you your staff could easily touches on their own. The clerk had a friendly
make bigger sales with just a few tweaks to and engaging phone personality.
how they talk to customers on the phone?
That’s the heart of this new column. Thumbs Down:
Each issue in this space, I’ll be going un- Poor Listening Skills
dercover for Floral Management readers — In addition to asking my sister’s favorite color, The Recording
calling a flower shop to pose as a customer she also asked for her favorite flower. If the Visit safnow.org/TimsCalling
ready to order by phone — then sharing high- customer knows that information (and that’s to listen to the full call with
your staff. Ask them to critique
lights and giving you and your staff a chance a big if), you’ve tied yourself to a flower that
the call for strengths and
to listen to and learn from the actual phone may be hard to source, when you could have weaknesses and then share
call. Every column will contain five elements: been designing from flowers available in your my comments. Start this
The Opportunity, the scenario I used when cooler. Instead of listening to my desire to interaction with your team
making the call; Thumbs Up, where I elaborate send “special flowers,” she started me at the every month and you’ll see
on strong points of the call; Thumbs Down, lowest price point: “The small can typically sales rise, mistakes decrease
where I examine mistakes and missteps; and range from $30 to $50.” When I was offered and a noticeable increase in
customer satisfaction.
The Takeaway, which includes a few bullet a slightly higher price range ($45 to $65) and
points to help your team learn from the call. still expressed some hesitancy that the gift
You can also go online to safnow.org/ would be special enough, the saleswoman “What
TimsCalling to listen to the Recording of the told me it would be “a nice size, not too small.”
actual call, so you and your staff can hear el- That comment was vague and confusing.
happened
ements that don’t always translate into print Better to say, “If you want to make more of a in this call is
(including tone of voice and conversation pac- statement, consider spending another $25 to
ing), plus further commentary from me. $35.” Finally, she hung up without running my all too common
credit card, a sloppy mistake that wastes time. in our industry:
The Opportunity: (If the card doesn’t go through, she’ll have to
A Milestone Birthday track the customer down later.) A customer
I posed as a devoted brother calling from a
distance to place an order for my sister’s 40th
ready to spend
birthday. I requested delivery to her at work at SHUTTERSTOCK/BARANQ
money sought
a local hospital and dropped some important
clues, including a reference to a big family on advice and
the card message: “Happy 40th birthday! We professional
love you. We miss you. Love, all your family in
the Big Apple.” I did not mention a price, nor did guidance but
I state that I had anything in mind — in fact, I
told the salesperson explicitly that I knew little The Takeaway:
instead was
about flowers and was looking for her guidance. Underserved and Undersold underserved
What happened in this call is all too common
Thumbs Up: Friendly Service in our industry: A customer ready to spend
and undersold.”
The rep asked about my sister’s favorite color money sought advice and professional guid-
and was thorough in taking delivery and sender ance but instead was underserved and under-
information, including my email address. sold. Though friendly, the employee missed an
She asked if I wanted to personalize the sale opportunity to make a bigger sale and a better
with a balloon, which is important: Never as- impression on the customer. Correct these is-
sume that customers will remember finishing sues in your store by:
■■ Coaching your team to make an appropri-
ate suggestion based on the occasion and
VOLUNTEERS NEEDED number of people the flowers represent. Tim Huckabee, FSC,
■■ Stressing that customers are the ones is the president of
How does your staff REALLY treat paying for the flowers, not your staff. No FloralStrategies, which
customers? Call (800) 983-6184 one should sell based on their own budget. provides customer
to volunteer your shop for a ■■ Talking to your employees about service, sales and POS
free Tim’s Calling undercover capturing an email address from every system training to retail
shopping call, anonymity customer. Also, be consistent about and wholesale florists.
guaranteed. (Retail value: $50.) offering those finishing touches. tim@floralstrategies.com
14 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGTalent BY MARY WESTBROOK
EMPLOYEE SPOTLIGHT
ASK A
LAWYER
Can I Stop
Order-Gatherers
from Stealing
My Name?
Q: When you search online for
my business, Paley Florist in
Paley, Maryland, top results
direct you to order-gatherers.
Can I take legal action against
these order-gatherers?
A: Generally, you can’t pro-
hibit someone from using the
name of a place and common
descriptive terms such as
“florist.” So, while it’s certainly
frustrating, in this situation,
order-gatherers aren’t doing
anything illegal. It would
be different if the business
was “[Business owner’s last
name] Paley Flowers” and
the order-gatherers used this
name to collect orders. Unique
names can be trademarked
and their use restricted. Even
better: a fanciful mark that is
not descriptive. (For models
aly queen amount of effort into gets the most attention, look to Xerox, Apple, Google,
Social Media Manager and Floral Consultant, while the post you spent an hour working on Amazon, Four Seasons.)
Expressions Unlimited gets a whopping four likes. For someone who Businesses are therefore ad-
vised to consider giving them-
Greenville, South Carolina likes clear-cut answers or solutions to prob-
selves unique names that won’t
lems, it can be a bit frustrating!” be easily usurped on search
> In the summer of 2015, Aly Queen was engines. (For advice on how
stuck in a job in property management that My Go-To Tool: to use best practices in digital
she hated when a personality-filled job post “VSCO Photo Editor is well designed, easy to marketing to stand apart from
for a position at a flower shop caught her use, and you can create the look you’re going order-gatherers, visit safnow.
eye. Three years later, she’s the mastermind for without losing much of the integrity of your org/moreonline.)
behind many of that same business’s person- photo. A6 is my favorite filter.”
SAF partners with Paley
ality-filled social media posts. The best part of
Rothman, a Bethesda,
her new career? Those good flower feelings. Best/Worst Advice Maryland law firm, so that
“Working in the floral industry, you get a lot of I’ve Received: members can get fast, free
[emotional] return on investment,” she said. “The best: ‘Don’t be afraid to ask for what you answers to business legal
“Everything I touch is impacting someone in a need or want.’ The worst thing that can hap- questions. Have a question
positive way.” pen is you’ll be told no. The worst: ‘Do what you want to ask? Call Jessica
you love, and you’ll never work a day in your Summers at (301) 968-3402.
What I’ve Learned: life.’ If anything, once you find what you love,
Be sure to mention that you
are an SAF member.
“There’s not always rhyme or reason on social you work harder. Your passions require sacri-
media. Sometimes, content you put the least fice, commitment and grit.”
16 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGMARKETING TOOLS FOR SAF MEMBERS
StressLess Research
Educate your customers on the benefits of flowers in
helping to relieve daily stress.
What you’ll find at safnow.org/StressLess
• Professional videos to
share
• High-quality floral
photography & graphics
• Suggested social media
posts & advice
• Tips for timely promotion
• Media outreach advice
• Customizable press
release
Two-Minute Trends
Enhancing Wellness Welcoming Entryways
Get resources to showcase flowers for home or
office décor to customers and corporate clients.
What you’ll find at safnow.org/
twominutetrends
• Professional videos to share
• High-quality floral photography
• Suggested social media posts
• Suggested emails to interior designers and
commercial clients Inspiring Conversation
SAF consumer programs are a direct result of the SAF PR Fund: safnow.org/prfundGrowth BY PATRICK KELLY
MINDFULNESS IN YOUR BUSINESS
> It’s a new year and, in many ways, a challenge. Meditation can help you and and the salesperson doesn’t even com-
new era. With more demands on our your staff be more present-minded, to ment on the message. With meditation
time — and more distractions interrupt- work more effectively together and with practices, we learn to be in the moment
ing our day — many people are turning customers in many different situations. and to allow ourselves to empathize
to meditation and conscious awareness. Among the benefits I’ve seen: (without being pulled into the suffering
In fact, the U.S. Department of Health Less anxiety. How often while pre- of others).
and Human Services estimates that paring for an event setup, do you find Less negativity. How many times
some 18 million Americans practice yourself calming the worries of staff has this happened in your design room?
meditation now. who are focused on what could go or An employee repeats a story about a
I’m one of those millions. Moreover, has gone wrong (the negatives) rather person or unfortunate situation and
I also encourage everyone on my staff than being joyful with their efforts and brings everyone listening on the negative
to spend 10 minutes a day meditating. proactive about making sure things go as train with them, often causing distrac-
Why? I believe the practice is good well as possible in the future? Feelings of tion and emotional turmoil throughout
for each individual’s health and for the anxiousness and negativity can spread. the shop. In my experience, mindfulness
health of my family’s business. They make challenging situations more can help derail that troublesome train.
Here’s why: Meditation causes our difficult. Meditation can help separate Instead, meditation helps you to be
minds to slow down, and it calms the you from the negativity and bring calm to present; it can even decrease the risk
stress-producing and distracting parts of you and those around you. of depression.
our mind. It allows us to focus positively Heightened empathy. We all want
on the task at hand (or, more often in a to provide great service to customers. Getting Started
busy flower shop, the several tasks at How better to do so than by learning to Starting a meditation practice is very
hand), without being pulled, at least not put ourselves in their shoes? Empathy straightforward. While there are many
for too long, into irrelevant happenings is a powerful state and an excellent tool apps now available to guide your prac-
around you. It also alleviates reactions when assisting distraught or troubled tice, you don’t need any tools or special
to stressful moments and situations customers. They are experiencing the skills to start.
so you can handle them with clear, same emotions we would be during dif- To begin a simple meditation, count
focused thinking. ficult life moments, such as the loss of a your breath from one to four, focusing
loved one, trouble in a relationship or the your attention on your breath. When a
Benefits of Being Present desire to right a wrong. Too often, florists thought comes into your mind, observe
As any longtime florist will tell you, go on autopilot. Someone orders a 40th the thought nonjudgmentally and then
running a floral business can be a big anniversary gift or a sympathy design, bring your focus back to your breathing.
If the thought takes you into a mental
movie or a fantasy (“Did I price that
wedding correctly?” “Did I handle that
employee’s request well?”), go back to
observing your breath.
You can do this practice all day long.
In fact, I think you should do it all day
long, here and there. As busy business
owners, if you wait for the “perfect time”
to meditate, you may never find it. Do
this until you don’t have to think about it.
Remember, it’s a new day — the best day
of your life!
Patrick Kelly is the owner of Stein Your
Florist Co. in Philadelphia and Burlington,
SHUTTERSTOCK/STOCKFOUR
New Jersey. In addition to his family’s
business, he maintains a personal
blog, WakingUpWithPatrick.com, on
meditation. Look for more from Kelly and
his family in this space throughout 2019.
steinyourflorist@aol.com
18 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG2,210,433,861 AND COUNTING
More than 2.2 BILLION. That’s how many consumer
impressions have been generated by SAF’s public relations
and social media programs, such as the award-winning Petal
It Forward program (safnow.org/pif), StressLess research
(safnow.org/stressless) and the Two Minute Trends campaign
(safnow.org/twominutetrends). These forward-thinking
companies are the leaders in industry promotion. SAF’s
consumer programs would not happen without them.
IF YOUR SUPPLIER IS ON THIS LIST, THANK THEM!
PLATINUM: BRONZE: Pikes Peak of Texas, Inc. FRIEND: CONTRIBUTOR:
$20,000 or More $5,000 - $9,999 Sieck Floral Group $500 - $999 $250 - $499
The Roy Houff
Suppliers Wholesalers Company Wholesalers Wholesalers
Smithers-Oasis USA/ Bill Doran Company Tommy’s Wholesale Alders Wholesale Ensign Wholesale
Floralife Pennock Co. Florist, Inc. Florist Floral
Berkeley Florist Supply GA State Wholesale
Growers Suppliers Co. in Miami GM Floral Co.
Equiflor/Rio Roses Candle Artisans, Inc. Dillon Floral Jacobson Floral
Design Master color Corporation
Mears Floral Products
COPPER: tool, inc. Frank Adams
$1,000 - $4,999 Floral Resources Wholesale Florist Inc. Suppliers
Sacramento Gassafy Wholesale
GOLD: Wholesalers Chrysal Americas
Florist, Inc.
$15,000 - $19,999 Amato Wholesale Florist Growers Garcia Group, Inc./
Louisiana Wholesale Floral Pak Co.
Baisch and Skinner Burnaby Lake
Suppliers Florists, Inc.
Greenhouses Garcia Group, Inc./Plus
Wholesale Florist, Inc. Mueller Supply Inc.
Syndicate Sales, Inc. Holland America One Imports
Bay State Farm Direct Reeves Floral Products
Flowers, LLC Reliant Ribbons, Bows
Flowers Inc.
Ocean View Flowers & Trims
Cleveland Plant & Flower
SILVER: Co. Oregon Flowers, Inc.
Schaefer Wholesale
Growers
Florist, Inc.
$10,000 - $14,999 Dreisbach Wholesale Pyramid Flowers, Inc. California Protea
Zieger & Sons, Inc.
Florist Sun Valley Floral Group Association
Wholesalers
Delaware Valley Floral DWF Wholesale Florist Washington Bulb Co., Suppliers Resendiz Brothers, LLC
Group Co. Inc. Berwick Offray LLC/ Retailers
Fifty Flowers, Inc. CSS Industries, Inc.
Kennicott/Vans/Nordlie Importers/ Shirley’s Flower Studio
Flora Fresh, Inc. FloraCraft
Suppliers Distributors
Greenleaf Wholesale Lion Ribbon Co., Inc./
Florist, Inc. Bella Blossom LLC CSS Industries, Inc.
Accent Decor, Inc. More SAF PR
Hillcrest Garden, Inc. Fresca Farms
Growers Fund supporters
Len Busch Roses Transportation
Green Point Nurseries, can be seen on
Mayesh Wholesale Armellini Express Lines, Inc.
Florist, Inc. Inc.
safnow.org/prfund
© January 2019 SAF
Want to help sell more
flowers (and see your We thank these companies who voluntarily contribute
name on this list)? to the SAF Fund for Nationwide Public Relations,
Support the SAF PR Fund! which promotes flowers to consumers through
safnow.org/prfund; groundbreaking research and media outreach, as well
jsparks@safnow.org as Aboutflowers.com and Aboutflowersblog.com.Fresh Choices BY KATIE HENDRICK VINCENT
DELAYED GRATIFICATION
> Forty years ago, when Canadian florists started When customers would call inquiring about the
receiving shipments of alstroemeria, Neville “clumps of dead flowers” in their arrangement,
MacKay, CAFA, PFCI, couldn’t wait to introduce his he’d tell them, “Those are alstroemeria. Give them
community to the perky South American blossom. time to open. Those beauties last longer than a bad
“It’s such a versatile flower that works for everything relationship — call me back in two weeks and let me
from new baby arrangements to sympathy pieces,” know what you think then!”
said the owner of My Mother’s Bloomers in Halifax, These days, alstroemeria is in regular rotation at
Nova Scotia. My Mother’s Bloomers, and MacKay enjoys traveling
Alas, customers didn’t initially share his to Colombia and Ecuador to research new varieties.
enthusiasm. “Alstroemeria was a hard sell at first, “There are so many options now — loads of colors to
because people just saw tight buds, which don’t look choose from, different head sizes, even spray versions,
particularly special,” MacKay recalled. “But, as we all known as ‘alstresia.’ I’ve yet to meet an alstroemeria
know, good things come to those who wait!” that I didn’t like.”
MacKay refused to give up on alstroemeria, Here are just a few of the newest alstroemeria to
believing that the economical bloom with an color your world.
exceptional vase life (14 to 20 days) would encourage Katie Hendrick Vincent is the senior contributing editor of
people to regularly keep flowers in their homes. Floral Management. kvincent@safnow.org
‘peace’
Golden Flowers
‘seattle’
Golden Flowers
‘helena’ ‘pink lemonade’
Golden Flowers Fifty Flowers
‘berlin’ ‘sukari pink’ ‘toscana pink’
Golden Flowers Fifty Flowers Fifty Flowers
20 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGFresh Choices
‘victory red’
Fifty Flowers
‘revolution’
Flores Funza
‘party’
Golden Flowers
‘tiger stripe’
Fifty Flowers
‘cheesecake’
Flores Funza
‘dynamite’ alstresia
Flores Funza
BETSY HANSEN
‘yellowstone’ ‘bianca’
Flores Funza Flores Funza
The magazine of the Society of American Florists (SAF) 21> THE YEAR AHEAD
T he Year
Ahead
SHUTTERSTOCK/LUKAS GOJDA
BY MARY WESTBROOK
ll right, everyone: Pull out your crystal balls. Where will your busi-
ness be a year from now? Will you have the same team? Be facing the same
regulations? Will you feel more or less connected to your customers?
What about the floral industry at large? What will happen in 2019 with
national companies? Will backups and delays at airports in Ecuador
— or truck driver shortages here in the U.S.— affect your business? And how about
the state of retail or even the U.S. economy: Will new technology further change how,
when and where customers shop? Is the strong economy bound to slow down?
Is your head spinning yet? In a time of unprecedented social and technological
change, it’s easy to feel overwhelmed; yet with each new development — in tech,
trends and the economy — comes new opportunity. This month, we asked industry
members from across segments to share some of the major challenges and oppor-
tunities currently facing their businesses and the industry, to help you better under-
stand the landscape, and identify where you want your business to grow.
22 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGIncrease Demand Look Inward
Tim Dewey Scott Levin
Vice president of procurement, President and CEO, FTD,
e-commerce, marketing and quality, Downers Grove, Illinois
DVFlora, Sewell, New Jersey
SAF Wholesalers Council Challenges “For FTD and our florist
members, the challenge is to keep up with
Challenges “Lack of availability of space and the increas- customers’ expectations. Everything is available in clicks and
ing costs of airfreight to bring in our flowers. Sea container moments, with free shipping and all the rest. We have to dis-
shipping is becoming a reality. For many years, floral contain- tinguish how our gifting experience is different from the ex-
ers have been shipped to Europe from Colombia; now this perience of getting a brown box from Amazon and emphasize
shipping method provides a lower cost and viable option to the importance of our skilled florists. We have to continue to
some ports in the U.S. Planning for sea containers requires invest in new technology to meet those consumer expecta-
a different mindset and more advanced planning, rather tions, to get more consumers to buy more flowers.”
than the ‘demand/response’ model we have today in the
supply chain.” Opportunities “The past year has taught us that it’s really
important to keep our eye on the ball. We’re ready to reclaim
Opportunities “We’re encouraged by the amount of new our heritage. We have to make customers and our member
floral businesses opening up —these are not necessarily tradi- florists our priority in everything we do. We completed our
tional retailers, but more event-only companies. As an indus- corporate restructuring in July. We’re now leaner and more
try, we have the opportunity to create increased awareness agile, faster in our decision-making. I’ve also spent a lot of
and demand for our products. We deal with fresh cut flowers, time re-engaging with our employees on all fronts. I feel like
a natural product that customers love, and we have to con- our team is more energized than it has been in a long time.
tinue to increase consumption — including among millennials, We’re expecting $32 million to $37 million in cost savings in
a group that already likes flowers and plants in their lives.” 2019. In addition, we’ll be investing $35 million to $40 million
in capital expenditures that will benefit both our consumer
and florist businesses and improve the consumer experience.”
Partner Up Sell What’s Unique
Rakini Chinery, AAF, AZMF Bill LaFever, PFCI
Owner, Allen’s Flowers, Prescott, Arizona Bill Doran Company, Rockford, Illinois
SAF Retailers Council President, SAF
Challenges “I’m always thinking of Challenges “The No. 1 challenge
ways to find customers and researching for our customers, retail florists, is time:
new tools to get them to buy. I also wish the industry as a There are just not enough hours in the day. Between hir-
whole would find a way to keep order-gatherers in check. ing and training, HR, finances, marketing, paying bills, and
They overpromise and undersell. That hurts everyone. then actually doing the ‘real’ work of making beautiful floral
Finding new staff, especially floral designers, is really hard, arrangements, retail florists are stretched across business
too. Finally, customer expectations are so high. More and functions. As an industry, we need to ask how we can make
more people are surprised that we charge for delivery. But the processes involved in running a retail flower shop simpler,
that’s part of the ‘Amazon effect’ — that, and people waiting smoother and more enjoyable, to be able to attract the next
until the last minute to order.” generation and to keep the current generation motivated.”
Opportunities “I’m always excited about the new pos- Opportunities “There is a massive opportunity to help
sibilities of social media — new ways to share information retail floral businesses tell their story and grow their sales.
directly with customers. People care about local businesses, Consumers want to do business locally and with artists.
and we’re doing a lot of cross-promotion and contests to tap That combination of local and artistry defines our industry.
into that interest. We’re in the process of developing a sepa- Another opportunity is consumers’ desire for something
rate wedding-event business to appeal to more brides.” unique, whether for self-consumption or as a gift. Our indus-
try is perfectly aligned for the unique and customizable. We
can have a huge impact here.”
GO DEEPER
Find extended interviews and additional perspectives at saf-
now.org/moreonline.
The magazine of the Society of American Florists (SAF) 23> THE YEAR AHEAD
Seek Inspiration Go Green
Holly Heider Chapple Mike Mooney
Owner, Holly Heider Chapple Flowers, Market Development Manager, Dramm &
Waterford, Virginia Echter, Encinitas, California
SAF Board of Directors
Challenges “It’s very easy for event
florists to end up taking on work out of Challenges “Increased labor and
fear. I’d like to be more intentional about choosing our clients. transportation costs and more automation in the form of
I also want to stop leading so much from Pinterest or image machinery to help us bunch the flowers. With transportation,
boards. There’s been so much hustle to grow our business. I we are exploring sea container shipping. As an industry,
want to focus now on having the right number of I wish we would talk more about collecting data on tem-
perature change and climate change to see how it affects
Opportunities “Education, time and inspiration are so growing flowers.”
important. Find places that inspire you. I try to design once
a week just for myself, without the parameters of a client Opportunities “The economy is good, so we are excited
telling me what to do. It’s important to get outside of your about overall flower consumption. I also see opportunities in
comfort zone. Find someone who does things differently. greens, particularly millennial demand for cut greens and cut
Learn from them.” foliage. I’m excited to see baby eucalyptus and other type of
greens from southern California and north Baja Mexico be-
coming more popular.”
Attract Millennials Innovate or Bust
Marco Groot Ben Powell
CEO, Hilverda de Boer USA, Ridgefield, President, Mayesh Wholesale Florist,
Connecticut Los Angeles
President, WF&FSA
Challenges “Domestically, it is hard
to get truckers in our industry and in- Challenges “We are in a fight for
ternational air cargo space is getting tighter. We are facing talent with other industries and each of us must find ways
more airline delays due in part to oversold space capacity. to attract people, especially younger people, to our compa-
Also, Brexit will be a big challenge for flowers from Europe. nies. The floral industry has a story to tell as far as career
Most freight flies through London, and when Brexit happens, paths are concerned, and it is up to us to tell it. Industry-
we may be faced with delays getting product into and out of specific challenges also include the continued consolidation
Great Britain, because of closed borders or even duties.” among retail florists. There are simply less of them than there
once were. That presents a challenge for growth.”
Opportunities “By 2025, the majority of our clientele will
be millennials. This generation sees value in flowers and plants, Opportunities “Wholesalers must justify our role in the
and because they are so connected digitally, they will be easy to industry supply chain. For those willing to innovate, whether
reach — we don’t have to wait until they walk by the storefront it is with technology, specialty products, logistics, marketing,
to buy flowers. The whole floral chain needs to be ready to education or something else, there are plenty of opportuni-
reach out to this generation online.” ties to get closer with customers who need a partner. Those
of us who do that will be just fine.”
THE AMAZING RACE Air Transport
Many industry members pointed to logistics as Fewer airlines are flying routes between North and South
a major challenge in 2019. Unfortunately, this America, and there continues to be an imbalance between
northbound and southbound freight. Other industries, including
isn’t new, and it isn’t going away soon. Here’s a produce companies, pay more for cargo space than flower grow-
rundown of some of the key sticking points. ers can afford. Reduced cargo space and fewer flights mean that
more flower shipments are delayed. What’s more, the window
for increased rates around Valentine’s Day keeps expanding.
24 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORGYou can also read
