FLORAL MARKETING January 11, 2010 • The Produce News • F-11 Floralife flower food born during the Great Depression

BY JOHN S. NIBLOCK of “Little Women” with Katharine Hepburn, in a Floralife, one of the world’s celebrity endorsement. To first flower foods, was invented introduce the product to retail- in a small greenhouse in a ers, Mr. Sykora set up work- blue-collar suburb of Chicago shops at wholesale houses to at the tail end of the Great train floral clerks to use the Depression. William J. Bussert, new product. who grew roses in Maywood, Floralife flower food was a IL, was looking for ways to hit and became the most wide- solve a bent neck problem with ly used flower food in the his roses. He experimented nation. Today most bouquet- with home remedies such as makers, wholesalers and retail- sugar, pennies, aspirin and ers include a Floralife packet 7UP, but was unhappy with the with all flowers they sell. results. “This is especially true in He pulled into the project supermarkets. In fact it is James Sykora Sr., who had a unusual nowadays not to get a degree in agricultural chem- packet with a flower purchase istry from the University of in a mass-market store,” said Wisconsin and was general Jim Daly, vice president and manager of his main customer, general manager of Floralife Amling, in nearby Melrose Inc. and also vice president of Park, IL. Mr. Sykora had helped research and development for plan the Smithers- floral Oasis Co., exhibits at in a phone the Chica- interview go World with The Fair in Produce 1932. News. The two Today, men set up 61 years a lab in an later, Flo- James Sykora Jr. shows off his wares in the firm’s Chicago-area facility in this photo probably Amling ralife still taken in the 1960s. (Photos courtesy of Floralife Inc.) building is made and came from three flower growing countries and manager at Floralife. become president of the Soci- up with a main customizes its products to “We get asked about those a ety of American Florists and 5-cent ingredi- reflect regional growing condi- lot, but anyone who tries those was named posthumously to powder ents: a tions and varying water quality. substitutes and compares them its Hall of Fame in 1963. In the capsule nutrient, a Those home remedies such to Floralife flower food 1950s he was succeeded at the that users pH as pennies in the water, sugar, becomes a believer,” Ms. helm of Floralife by his son, stirred into A vintage Floralife display box. adjuster 7UP, or bleach? Still around, Schram said. James Sykora Jr., who retired in a sugar and a stem said Carol Schram, marketing James Sykora Sr. went on to 2006 and died in 2009. solution. Mr. Sykora distrib- unblocker to aid in the uptake uted and promoted this new of water. A nationwide study product, for which Mr. Bussert several years ago of product held the patent. recognition in the floral indus- Unfortunately, when World try ranked the Floralife second War II broke out, sugar was only to FTD. Another found rationed and the product was Floralife accounts for about Quality, Dependability, Experience, and Outstanding Service since 1929 taken off the market. It was two-thirds of all cut-flower Over 20 varieties of the finest Florida Greens, including our elegant Leatherleaf... reintroduced in 1944. food sold in North America, brought to you properly cooled and hydrosealed by Albin Hagstrom & Son Mr. Sykora used advertising Mr. Daly added. techniques uncommon in the Smithers-Oasis Co. bought floral industry of the 1940s. Floralife Inc. in 2007 and now One ad showed a bunch of markets and distributes the SELL MORE drooping roses “without Flo- entire Floralife line of post-har- BOUQUETS WITH ralife” next to a bunch of perky vest products in all its major ones “with Floralife.” worldwide markets. In addi- ALBIN HAGSTROM Another featured a classic tion to its main manufacturing & SON GREENS Hollywood actress of the 1930s plant at its headquarters in and 1940s, Joan Bennett, who Walterboro, SC, Floralife Inc. appeared in the 1933 version now has plants in major cut- Salal Albin Hagstrom & Son Greens Make the Leatherleaf Bouquet Complete

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20th Century Fox movie star and ‘flower fan’ Joan Bennett Albin Hagstrom & Son is a proud member of the Florida Leatherleaf Growers Alliance starred in this Floralife flower food ad in 1947, when celebrity Visit www.albin-hagstrom.com and give us a call at 1-800-643-2458 endorsements were uncommon in the floral industry. Our prices are competitive, our quality is UNMATCHED!