Inside: OMG Alstroemeria, p. 20, p. 42 Good News on and Stress, p. 30 Photos That Sell, p. 40

January 2019 I VOLUME 35 I NUMBER 9

Say to the hellonew year! The floral ’s challenges — and opportunities — in 2019 w w ww wwwwwwwwwww wcom 770w346w0707

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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 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 BUILD — AND KEEP — YOUR A-TEAM How to separate the top performers from the 12 underachievers and create your best staff.

2 VIEWPOINT 18 GROWTH 4 WHAT INSPIRES US 20 FRESH CHOICES 40 4 MORE ONLINE 36 INDUSTRY NEWS 6 AD INDEX 38 FIELD TRIP 8 MEMBER FORUM 40 DIGITAL STRATEGY 10 SAF IN ACTION 42 BUSINESS OF 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 [email protected] to answer fundamental questions such decisions rooted SHEILA S. SANTIAGO DIRECTOR OF [email protected] 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 [email protected] 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 opportunities. PUBLISHING ADVISERS whom? 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 , 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- [email protected] (717) 430-2224 of 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 [email protected] perhaps, because of it, some may argue negative implications that order gather- (717) 430.2351 — the number of shops ers have on your business, that you’d like

FLORAL (ISSN 1067-4772) (USPS-936-400) IS has dropped 40 percent since 2006, us to bring and peer-to-peer PUBLISHED MONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), from 20,227 to 12,964 in 2017. SAF’s networking opportunities to your area, THE ASSOCIATION THAT PROVIDES , BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE 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 at an annual rate of 4 percent over the No — not any more than we attempted PERMISSION. next five years. to get grocery stores to stop selling POSTMASTER 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 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: [email protected]. 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- 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: [email protected]. helping 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. [email protected] 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 You want your valentines polished too, 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 , 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 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 SAN DIEGO, CALIFORNIA [email protected] 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 [email protected]

ZOË GALLINA, AAF Eternal Remembrance 814-408-4949, EternalRemembrance.com...... 5 BOTANICA INTERNATIONAL TAMPA, FLORIDA [email protected] FTD 800-788-9000, FTDi.com/FTDadvantage...... Back Cover CHARLES INGRUM DR. DELPHINUM & EVENTS DALLAS, gotFlowers? 408-840-3514, gotFlowers.com...... 28, 29 [email protected]

NICOLE PALAZZO CITY LINE FLORIST Reliant Ribbon 800-886-2697, ReliantRibbon.com...... 9 TRUMBULL, CONNECTICUT [email protected] SAF Fund for Nationwide 800-336-4743, SAFnow.org/prfund.17, 19 KAITLIN RADEBAUGH, AAF (BOARD LIAISON) RADEBAUGH FLORIST AND TOWSON, MARYLAND [email protected] 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 [email protected] 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, , 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. trademark of Smithers-Oasis Company. OASIS® is a registered All rights reserved. ©2018 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

> The Society of American Florists’ 2018 Why are you receiving Petal It Forward initiative brought out the best in thousands of people across the this magazine? 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/ January 2019 I VOLuME 35 I nuMBEr 9 moreonline.

Say to the hellonew 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 oral 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 bene t, simply email your company name along with your We had such an amazing time getting employees’  rst and last names and email addresses to to bring this to Longview, Texas, again! [email protected]. 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.ORG ReliantAd-FM-SAF-Jan19.ai 1 11/13/18 1:47 PM

As Seen on uBloom.com

Customer 1-800-886-2697 • [email protected] New ! www.ReliantRibbon.com SAF 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 in Congressional Action Days for the first time last year. “As a and voting demographics. Reid Wilson is one of the few 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 Repeat participant Cheryl Denham of Arizona Family Florist candidates. To learn more, contact Shawn McBurney at [email protected]. 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 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.ORG SAF 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 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 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, [email protected]. Management. [email protected] 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) 11 snapshotFlowerboy Project VENICE AND LOS ANGELES, CALIFORNIA

floor space Floor 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 .”

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 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.ORG BY 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 [email protected]

The magazine of the Society of American Florists (SAF) 13 Tim’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 lights and giving you and your staff a chance a big if), you’ve tied yourself to a flower that your staff. Ask them to critique 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 The Takeaway, which includes a few bullet a slightly higher price range ($45 to $65) and customer satisfaction. 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 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 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 money sought a local 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 SHUTTERSTOCK/BARANQ I state that I had anything in mind — in fact, I instead was told the salesperson explicitly that I knew little The Takeaway: 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. [email protected]

14 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG

Talent 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- Greenville, South Carolina likes clear-cut answers or solutions to prob- vised to consider giving them- 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 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.” ality-filled social media posts. The best part of SAF partners with Paley 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.ORG MARKETING 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/prfund Growth 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, 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.

SHUTTERSTOCK/STOCKFOUR [email protected]

18 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG 2,210,433,861 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 : tool, inc. Frank Adams $1,000 - $4,999 Floral Resources Wholesale Florist Inc. Suppliers GOLD: Sacramento Gassafy Wholesale Chrysal Americas Wholesalers Florist, Inc. $15,000 - $19,999 Growers Garcia Group, Inc./ Amato Wholesale Florist Louisiana Wholesale Burnaby Lake Floral Pak Co. Baisch and Skinner Florists, Inc. Suppliers Garcia Group, Inc./Plus Wholesale Florist, Inc. Syndicate Sales, Inc. Mueller Supply Inc. One Imports Bay State Farm Direct Holland America Flowers, LLC Reeves Floral Products Reliant Ribbons, Bows Flowers Inc. Ocean View Flowers & Trims Cleveland Plant & Flower Schaefer Wholesale SILVER: Oregon Flowers, Inc. Co. Florist, Inc. Growers $10,000 - $14,999 Pyramid Flowers, Inc. Dreisbach Wholesale Zieger & Sons, Inc. California Protea Florist Association Wholesalers Sun Valley Floral Group Resendiz Brothers, LLC Delaware Valley Floral DWF Wholesale Florist Washington Bulb Co., Suppliers Co. Inc. Berwick Offray LLC/ Group Retailers Fifty Flowers, Inc. CSS Industries, Inc. Kennicott/Vans/Nordlie Importers/ Shirley’s Flower Studio Flora Fresh, Inc. FloraCraft Distributors Suppliers Greenleaf Wholesale Lion Ribbon Co., Inc./ Bella Blossom LLC Accent Decor, Inc. Florist, Inc. CSS Industries, Inc. More SAF PR Hillcrest , 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 [email protected] 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 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. [email protected]

‘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.ORG Fresh Choices

‘victory red’ Fifty Flowers ‘revolution’ Flores Funza

‘party’ Golden Flowers

‘tiger stripe’ Fifty Flowers ‘cheesecake’ Flores Funza

‘dynamite’ alstresia Flores Funza

‘yellowstone’ ‘bianca’

BETSY HANSEN Flores Funza Flores Funza

The magazine of the Society of American Florists (SAF) 21 > THE YEAR AHEAD

T heYear Ahead

BY MARY WESTBROOK SHUTTERSTOCK/LUKAS GOJDA 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 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.ORG Increase 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 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 ear and demand for our products. We deal with fresh , time re-engaging with our employees on all fronts. I feel like Y 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 Ahead 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: SHUTTERSTOCK/LUKAS GOJDA 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 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 space is getting tighter. We are facing talent with other industries and each of us must find ways more 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 Many industry members pointed to logistics as Fewer 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.ORG T hink Globally Come Together Augusto Solano Oscar Fernandez President, Asocolflores, Bogotá, Colombia Director of sales, Equiflor/Rio Roses, Miami Challenges  “[The need to] increase SAF Board of Directors consumer demand. This is one of the aspects where the industry has failed to Challenges  “Freight rates are reach- come together and one of the reasons why prices have been ing unprecedented levels in the flower business and our weak. Selling flowers to new generations [of consumers] industry has always been reluctant in passing the increases is also still a challenge. Also, as the demand for Colombian in cost along.” flowers abroad increases, we have to improve capacity, with new shipping routes and frequencies. Sea containers are be- Opportunities  “For my company, it’s the integration of coming [more viable] as an alternative in some cases.” a new Costa Rican farm, which is currently producing over 100 hectares. Across the industry, we need to do a better job Opportunities  “The has been the most of showing the end consumer what a beautiful product we important market by far [for Colombian growers], and will sell and how good it is for the soul. We need to work closer continue to be so; however, there seems to be increasing op- together. No one should go at this alone.” portunities in Asian countries, mainly China and Korea. We also already have good market share in .”

Love Your Local Leverage Tech Jennifer Barnard Jeff Bennett Owner, Tillie’s Flower Shop, President, Teleflora, Los Angeles Wichita, Kansas SAF Retailers Council Challenges  “Our top challenge con- tinues to be florists going out of business. Challenges  “It is getting harder to We never like to see longstanding local find and retain good help. A good hire that is committed businesses close their doors, which has a significant im- to our company and to our customers is as important, and pact on our business and how consumers shop for flowers. perhaps more important than it ever has been, because Local florists continue to face significant pressure from drop customers are becoming more demanding and have greater shipping and grocery. The amount of order volume that is expectations of how they should be treated and serviced.” bypassing local florists is staggering, and it continues to dra- matically alter the landscape of the industry.” Opportunities  “People seem to be much more ‘com- munity minded’ lately and they are shopping with local busi- Opportunities  “Harnessing the power of improved tech- nesses — especially businesses displaying community pride nology. Shops that want to compete effectively and thrive in and involved in community events and local charities. We have today’s marketplace need to leverage all that technology has developed a product line featuring our city flag and also our to offer, whether it’s the latest web hosting, POS, or new social local sports teams. We are also involved with supporting local media and marketing tools. Technology is constantly introduc- charities. We see more interest in sustainability, so we have ing better and smarter ways to run a florist business that ap- featured locally grown flowers and have seen an exceptionally peals to how consumers shop today.” good response.”

Trucking Sea Containers Buyers There is a record shortage of truck driv- Some industry members are transporting Buyers may need to start planning and ers, with an estimated 50,000 more flowers by sea — a solution in some cases buying further ahead and be more flexi- drivers needed to meet demand across but one that requires more lead time ble in ordering. Higher costs are a strong industries, according to the American and changes in procedures at the grower possibility, along with the need for the Trucking Associations. This is despite level to ensure optimal flower quality. industry to rethink long-held norms, in- the best efforts of many companies — One additional challenge: At press time a cluding the standardization of box sizes, including those transporting flowers — strike among Colombian truck drivers was to maximize cargo space. to attract, train and retain drivers. affecting sea container shipments there.

The magazine of the Society of American Florists (SAF) 25 > THE YEAR AHEAD

Take Action Embrace Education Liza Roeser-Atwood Mark Nance, AAF Founder and CEO, Fifty Flowers, President, BloomNet/1-800-Flowers.com, Boise, Idaho Jacksonville, Florida SAF Wholesalers Council Challenges  “The declining number Challenges  “On a business level, we’re of retail flower shops throughout the flo- asking ourselves: ‘How do we stay the leader in our market?’ ral marketplace. Additionally, fewer florists are opening new We are studying other business sectors intensely, bringing in shops. Combined, these challenges result in less coverage executive-level talent from outside of the industry and re-eval- for fulfilling orders… Industrywide, retail florists are facing an uating our own hiring processes. On an industry level, we have increase in competition for floral orders coming from outside some big issues to address. For example, we’re losing farms to the traditional channel of brick-and- retail flower shops. more lucrative , and global warming is changing growth , big-box stores, event venues and convenience cycles and patterns. We need to talk openly about these things stores now offer floral products.” and come up with strategies and solutions.” Opportunities  “We see education as a powerful way for Opportunities  “I wish we could join together more and the entire industry to continue to grow and prosper. In addi- work together as an industry, without the name-calling. I field tion to providing educational offerings through our Floriology comments from other industry members every day about Institute, we closely collaborate with many state and industry how my company is evil, because we work with DIY custom- associations across the floral industry, sharing ideas and con- ers; yet I am constantly talking about the importance of sup- tinually exploring and implementing innovative approaches porting local florists and promoting the overall consumption florists can use to thrive. For example, we are helping florists of fresh flowers. That negative energy overshadows the good capitalize on emerging opportunities in the digital and mobile in the floral industry. We’re in a time of major change — for marketplace, as well as helping them use social media as a the industry and, really, humankind. To stay relevant as an tool to deepen connections with their customers.” industry, we need to help each other and engage in some out- of-the-box thinking.”

Find New Paths Change the Market Danny Sanchez Alejandro Martinez CEO, South Florals Group, Miami, Florida CEO, Expoflores, Quito, Ecuador

Challenges  “I think a lot about the Challenges  “Logistics — mainly air overall landscape of retail and the indus- cargo space. The floral industry is losing try — which includes trying to figure out out for many reasons, including fewer where some of the larger conglomerates are going — the flights and stronger demand for space from other industries. wire services and some of the new, younger companies. It’s a big and complicated challenge that forces us all to look Overall, I’m expecting more consolidation in the industry. I’m for alternatives, some of which, including sea containers, also working on improving employee retention, in the face of could work, but only if we change the way the market is rising labor costs. As Amazon, Target and Wal-Mart start to currently growing, buying and selling flowers so that there is move toward a $15 minimum wage, they could drive up costs more lead time all along the supply chain.” for everyone.” Opportunities  “We’re being replaced on special occa- Opportunities  “We need to focus on technology as sions by other products — chocolate and wine, etc. — and it relates to the future of retail — online platforms, digital we have to work together. It doesn’t matter if the flowers are marketing, live chat, documenting important moments with grown in Ecuador, Colombia, California or somewhere else. customers and sharing those on social media. Plant sales and The goal is more consumption. Consumers are buying right plant maintenance are areas I’m excited about. Those rep- now. They’re just not buying enough flowers.” resent consistent business. Plus, millennials are crazy about plants — they have more plants in their homes than their Mary Westbrook is the editor in chief of Floral Management. grandparents ever did.” [email protected]

26 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG STORM CLOUDS ON BOLD AND BEAUTIFUL: DESIGN TRENDS FOR THE NEW YEAR THE HORIZON? What do current events have to do with design? A lot, according to Michael Skaff, When Charlie AAF, AIFD, PFCI, who spent nine months researching emerging trends for the Hall, Ph.D., pro- International Floral Distributors’ 2019 Floral Trend Forecast. “For instance, we’re fessor and the seeing a lot of bold, strong colors right now,” he said. (Case in point: ‘Living Coral,’ Ellison Chair in Pantone’s 2019 Color of the Year. Stay tuned for in-depth coverage in next month’s the Department issue.) “People are experiencing prosperity and feeling more confident. They’re also of Horticultural taking a stand in response to a political environment that’s as chaotic as ever.” Sciences at Texas Here are four styles Skaff expects to dominate this year. A&M University, presented at SAF Palm Springs 2018 FOREST WALK last September, floral industry mem- Society’s affection for nature has influ- bers had one question for him: When enced trends for several years, evidenced will the next recession be? in ‘Greenery’ as Pantone’s 2017 color of the year and houseplants’ popularity. “Forest For Hall, the winner of SAF’s 2018 Walk is a continuation of the environmen- Paul Ecke, Jr., award, answering that tal trend, but it’s darker and deeper than question is complicated and involves what we’ve seen in years past,” Skaff said. myriad factors — including how new tariffs could affect the economy. THE BELIEVER One thing that is clear: Economic The Believer uses “hopeful, peaceful slowdowns and recessions are in- colors,” grounded with neutrals. “Pink evitable. Hall said his best advice is and blue play well together, just like to prepare your business now to be black and white, but it’s a less ex- recession-proof. pected combination,” Skaff said. “It’s elegance with a modern twist.” “People see flowers as luxuries, and luxuries are turned aside during eco- nomic hardship,” he said. “It’s more important than ever that florists stay ETHEREAL BLISS focused and communicate the ben- Ethereal Bliss appeals to people who wish efits of flowers, and of retail florists, to cocoon themselves. “When you’ve dealt and that they communicate those with a stressful work day and long com- things so clearly that customers don’t mute full of beeping horns, you want to be see their products and services as lux- greeted by something soft and comfort- uries — but as essentials.” ing,” Skaff said.

Want to become more informed HEAR ME ROAR about how national issues, including Sculptural, daring and a little bit earthy, the economy, tariffs, trade, research Hear Me Roar combines architec- funding, health care and tural design with bold colors. “This is immigration reform, the ultimate in style, ideal for clients affect your business? who want to make a statement,” SAF engages with Skaff said. legislators year-round to advocate for the Find out more industry — but your at safnow.org/ voice is critically moreonline. important. During SAF’s Congressional —Katie Hendrick Action Days, March Vincent 11–12, you can be part of that conversation. Find out more at safnow.org. FLORAL IMAGES COURTESY OF DREYFUS + ASSOCIATES -M.W.

The magazine of the Society of American Florists (SAF) 27

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gotFlowers? The Most Powerful Florist Platform POS Delivery Social Mobile Website System Management SEO Media Apps http://www.gotflowers.com [email protected] (408) 840-3514 > MORE FLOWERS, LESS STRESS More Flowers,Less

BY BRUCE WRIGHT New university research supported by SAF proves the positive, stress- Stressreducing power of flowers — and SAF is giving members the tools to spread the good news.

30 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG magine: During the leadup to December, a comprehensive SAF PR “In order to ensure credibility with one of the busiest shopping campaign to promote the study findings research of this kind, it is a risk, because seasons of the year — when had already generated more than 142 we don’t know what the findings will your customers are million consumer impressions, with show,” said Sparks. “But with our past for (and inevitably stressing out over) stories appearing on influential lifestyle research on flowers’ enhancement of our the perfect gifts — a local reporter calls. blogs, across social media and in a wide well-being, it was a risk worth taking, She’s heard about university research range of national and local publications and it paid off big.” proving that living with flowers can re- and platforms, including USA Today, This kind of research and accom- Iduce stress, and she wants to feature AOL, Martha Stewart Living, Woman’s panying promotional program doesn’t your shop in a story about those results. World, Southern Living magazine, and happen overnight, said Sparks. “It Free, glowing news coverage? NBC National Radio. The through line requires highly focused strategic That’s the stuff of dreams for any local connecting every single story? Flowers planning and coordination of myriad florist with a tight budget, right? But are an easy, scientifically proven way to combined elements.” for Jennifer Barnard of Tillie’s Flower make people feel better. In order to study the effects of Shop in Wichita, Kansas, that was the “That’s headline-worthy news,” said flowers on stress, SAF had to find the scenario that played out in December, Jennifer Sparks, SAF’s vice president right researcher with the background when Krista Miller, a reporter with of marketing. “So many consumers are and expertise needed. The the local ABC affiliate, learned about looking for ways to reduce stress right chose Erin Largo-Wight, Ph.D., associate “The Impact of Flowers on Perceived now, and thanks to SAF’s research, professor and program director at the Stress Among Women,” a study com- the floral industry can provide an easy, University of North Florida’s Department missioned by the Society of American practical solution to alleviate stress and of Public Health. Early in her research Florists and conducted at the University experience that desired moment of calm career, Largo-Wight became interested of North Florida, which for the first time we can all relate to.” in studying stress. provides empirical evidence that flow- “This is the perfect time for the in- “Stress is a huge public health ers reduce stress. The result? A nearly dustry to capitalize on SAF’s nationwide problem,” she said. “It’s known to have four-minute news story — practically a efforts and generate local visibility,” serious, harmful effects on physical as documentary in local news time — that added Sparks. That’s why SAF recently well as emotional health; it’s a major showcased Tillie’s and encouraged launched its new StressLess Online factor in heart disease and other chronic viewers to buy flowers and enjoy their Resource Center to help members diseases.” It’s also extremely prevalent, stress-reducing benefits. spread the word. (See box below for and on the increase: In a recent poll, “Flowers bring a sense of calm and more information.) commissioned by SAF, 68 percent of peacefulness to people’s homes,” a smil- Americans reported feeling stressed on ing, confident Barnard told thousands of A Practical Solution to a weekly basis, and 32 percent experi- viewers around Wichita, in a story that a Major Health Issue ence stress daily. aired just three weeks before Christmas. Stress is a hot topic with consumers and For women, the ill effects of stress on Barnard’s story isn’t an isolated the media, a factor that played into the health are even more profound. A 2016 instance. It is a recent example in a strategy behind SAF’s decision to com- study published in the journal Brain and long list of public relations successes mission new university research to study Behavior showed that women are twice for the industry. Indeed, as of early the effects of flowers on daily stress. as likely to suffer from severe stress and

SAF’S STRESSLESS ONLINE RESOURCE CENTER

Ready to share the great news about flowers and stress with your local community? Good! The Society of American Florists recently launched its StressLess Online Resource Center, where members can find all the information and tools they need to do just that. Among the tools you’ll find: • Graphics, photography and videos • Tips for timely promotion • Social media advice, including post suggestions • Suggestions for how to connect with the media and draft press releases

Find out more at safnow.org/StressLess. SHUTTERSTOCK/DEAN DROBOT

The magazine of the Society of American Florists (SAF) 31 > MORE FLOWERS, LESS STRESS

anxiety as men; 25 percent of women reports that flowers reduce stress. in the SAF poll reported experiencing (Learn about those other studies at stress multiple times a day. AboutFlowers.com/research.) Healthy strategies for reducing For the new study, 170 women were stress already exist, and are well docu- randomized into one of three groups. All mented and well publicized in the $3.7 of the women filled out surveys during trillion global wellness industry. The a 12-day period designed to measure problem is that the best-known solutions their levels of stress. Midway through (exercise, meditation, a cognitive strat- the study, one group received a flower egy called “positive reappraisal”) take delivery, framed as a thank-you gift for time, considerable effort, and some- participating in the study. Another group times money. As a result, attempts to received a home décor item (a luxury use these strategies often fail. candle) of similar value. The last group, as At a certain point, “I became in- a control, did not receive a thank-you gift. terested in more practical solutions,” While all of the women reported said Largo-Wight. “I started studying decreased stress at the end of the study, nature contact.” Her approach, as she the women who received flowers re- later learned, fits right in with a trend- ported the greatest overall reduction headline news SAF has been pushing the good news that flowers help reduce ing concept in public health called of stress, with the highest positive re- stress, and major publications have Health by Design; the concept is sup- sponse in terms of mood, enjoyment, responded with glowing coverage. ported by, among others, the federally and a sense of well-being, after living funded Centers for Disease Control with flowers for just a few days. try, during SAF’s annual convention in and Prevention. “In the flower group, stress was September, as well as to the general pub- “It’s all about creating calming and reduced by an average of 5.5 points, lic — while also supporting floral indus- restorative environments to improve which is highly significant — a big deal,” try members in their individual efforts to well-being,” said Largo-Wight. said Largo-Wight. “This is a very strong share the news in local markets. association. It’s not just statistically Largo-Wight was media trained by Proof Positive significant, it’s a clinically, meaningfully SAF to serve as an expert spokeswoman In 2017, Largo-Wight’s earlier work at- significant result.” to unveil the study findings to the pub- tracted the attention of SAF, which was lic. To officially launch the promotional looking to build on its extensive library Getting the Word Out campaign last August, Largo-Wight con- of university research — studies that Once Largo-Wight presented her find- ducted four hours of back-to-back inter- have over the years proven that flowers ings to SAF last June, the association hit views with and radio reporters increase productivity and emotional the ground running, Sparks said, creating from 18 different media markets across health — with new research that pro- a nationwide public relations campaign the nation, all in one day. vided scientific backing to anecdotal to share the good news with the indus- “Our research is in a new area of pub- lic health called Health By Design, which involves creative, healthy, restorative, calming environments to reduce stress,” Largo-Wight told reporters. “In our study, we found that women who lived with flowers, just for a few days, had a signifi- cant reduction in their stress levels.” Prior to the campaign launch, SAF also created a dedicated landing page on AboutFlowers.com, so busy reporters and consumers would have somewhere to go for more information. The page (AboutFlowers.com/StressLess) de- scribes the study and what it means and also offers tips for the consumer on how they can use flowers to relieve stress: where to put them in your home or how to help a friend who is going through a hard time. The PR push also included a radio in- show and tell Erin Largo-Wight, Ph.D., (right) associate professor and program director at the University of North Florida’s Department of Public Health, served as a spokesperson for SAF during a media tour terview tour and with three to reveal the study findings.

32 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG by-step advice on how members can maximize the PR potential of the study findings, along with a media relations how-to, a press release, graphics, pho- tography, videos, social media advice and posts, all available for use by SAF members. “What we’re doing on a nationwide level on behalf of the industry is import- ant,” said Sparks. “In addition, we always make sure our programs are turnkey, so that SAF members can use this infor- mation locally to build visibility for the power of flowers and bring attention back to their individual businesses.” Meanwhile, SAF will continue to pitch to major outlets, with a big push in January at a press event sponsored by the International Housewares Association, attended by up to 90 home interior and lifestyle publication report- ers, plus bloggers. This spring, SAF will moments of calm SAF’s latest university research proves that flowers can help reduce stress and seek to partner with social media influ- create moments of calm. encers to carry the message to younger audiences. Then, to capitalize on the popular lifestyle bloggers, along with to tell a positive story about flowers,” timeliness and relevance of National customized pitches to print and digital she said. “The benefits of supporting and Stress Awareness Month in April, plans publications. These ongoing efforts con- talking about this kind of research on are underway to reach college students tinue to result in flower-friendly headlines human emotion are evergreen, but the studying for finals, plus hospital patients across the country such as “Fresh flowers media is always looking for something and seniors, with the awareness that spruce up your home and your mental new — so it is important to keep coming flowers can reduce stress. health” and “Eight amazing benefits to up with fresh angles and tools.” having fresh flowers in your home.” Sparks also noted the importance of Bruce Wright is a contributing writer. Reaction from SAF members has working from the outside in, and looking [email protected] been enthusiastic. at societal interests where flowers might “SAF took intuitive thinking, backed play a role. “Two decades ago, it was it up with research and data, and turned all about ‘How can I be happy?’ Today, it into PR gold,” said Laura Shinall, pres- there’s been a shift to ‘How can I be less ident of Syndicate Sales and a longtime stressed?,’ hence the strategy behind the supporter of the SAF PR Fund, which focus of the SAF’s new research,” Sparks FUNDING THE FUTURE funds all of SAF’s consumer initiatives added. “We knew if the findings came All of the Society of American (safnow.org/PRFund). out positive, we would have a compelling Florists’ consumer programs are Anne Stewart, vice president of story to tell.” 100 percent funded by the SAF North American Floral Operations at Through the development of new Fund for Nationwide Public Smithers-Oasis, a platinum supporter videos formatted for social media, SAF Relations. Established in 2001, this of the fund since its inception, agrees: is also taking the message directly to industry-wide fund supports the “This is messaging that resonates consumers through paid promotion on development of innovative public broadly. I would like to see the industry Instagram and Facebook. The campaign relations programs to reach mil- really take hold of it on the local level as began in December and is continuing lions of consumers with positive well as nationwide.” in January. messages about the unique ben- Beyond reaching out to consum- efits of flowers and the expertise Next Steps ers nationwide, SAF is also providing of professional florists. For a list For her part, Sparks said she expects the ideas, advice and resources to make of current leaders in industry pro- media hits for the study to continue in it easier for its members to use the motion, or to support the PR Fund, the new year and far beyond. research to build local visibility. SAF’s visit safnow.org/PRFund. “Over the past 18 years, SAF has used new StressLess Online Resource Center the findings from our university research (safnow.org/StressLess) includes step-

The magazine of the Society of American Florists (SAF) 33 34

FLO Your a-team Your RA create your best staff your create and underachievers from the topHow to the performers separate BY P. DERRICK MYERS, CPA, CFP, PFCI L M ANA GEME build —and keep N T | January 2019 |WWW.S T |January A F N OW.O

R and we’ll challenge the experts to tackle them in an upcoming article. article. upcoming an in to them tackle experts the we’ll and challenge to [email protected], questions your Send small. however or big challenge, CPA, CFP, management financial PFCI, love agood EDITORS’ NOTE G

Paul Goodman, MBA, CPA, PFCI, and Derrick Myers, Myers, CPA, Derrick PFCI, and MBA, Paul Goodman, —

SHUTTERSTOCK/PHOTOGRAPHEE.EU ne of the most difficult tasks “D” employees lack both skills and Sometimes the benefit of getting facing flower shop owners today vision/attitude. They just breathe the air, rid of low performers doesn’t show up is finding and keeping “good” em- create dissension and collect a paycheck. directly on your balance sheet. Making Oployees — staff members who are the effort to improve, or eliminate, non- both skilled workers and team players. Create Your A-Team A’s will help to solidify the value of the That’s especially true in 2019, with his- Once you know where your employees A employees to the company; once they toric low unemployment, keen competi- fall on the scale, it’s time to get to work know they are valued they will be more tion from other industries for employees making the high performers feel valued, likely to stay with you. That’s important. and a major shortage of floral designers. moving those team members with po- With historic low unemployment levels, To have a high-functioning, success- tential up the scale and having difficult other companies are looking for staff and ful business, you have to focus both on but important conversations with those your A’s are their prime target. those skills and creating that who just aren’t making the cut. team. The second part can be a bigger Let’s start with the D’s. These em- Take the Time to Hire Right challenge. Team players are often re- ployees are like cancer in your organiza- Far too often florists hire too quickly and ferred to as having a great attitude, but tion; their negative outlook is contagious then take too long to fire the bad apples. in fact they believe in the direction or and will bring down the whole team. You They may find themselves approaching purpose of the company. It is the job of need to improve their skills, which would a busy time and feel they need to hire the business owner to devise that pur- move them to a “C,” or improve their someone NOW. Frankly, this is quite pose and share it with the staff. Until attitude, which would move them to a often how we end up with D employees. everyone knows where they are going, “B.” If you can’t do either, you need to We are so desperate for help that if no one goes anywhere. fire them. someone comes in and can fog a mirror Remember, firing an employee and they are hired. Evaluate Your Employees hiring a new worker is an expensive, A better approach? Slow down the First, you need to get the lay of the land. time-consuming enterprise. According hiring process. Start looking months When I evaluate an employee, I grade to the Society for Human Resource ahead of time to fill the spaces that you them as A, B, C or D. (This is usually my Management, the average cost-per-hire know you will need when the holidays own internal system, although occasion- (how much it costs to fill an open posi- come. Invest a little time and money

SHUTTERSTOCK/PHOTOGRAPHEE.EU ally I will share the specific ranking with tion) is $4,129. That’s why hiring smart now and take the time to choose the an employee, especially the A’s and B’s, is so important. (More on that later.) right people. Evaluate their skill level and if I think it will motivate him or her.) Still, in my experience, most florists are grade them. If you have a choice, only As in grade school, “A” is best. These way too slow to let poor performers go. hire A’s or B’s. If you have to hire a C or employees are skilled in their roles, and Sometimes that really is your best option. D, make sure that you have a plan to they are passionate team players. They C’s and B’s have more gray area. quickly move them up, and if they don’t know their jobs and believe in the com- In my experience — because the floral improve, get rid of them — fast. pany’s purpose. They help you advance industry faces such a shortage of skilled Many florists are on the lookout your business and make your company designers — floral designers often fall constantly for new hires. If they find a more successful. As the owner of the into these categories: longtime designers great candidate, they replace one of their company, you need to try to get more of who think the rules don’t apply to them C’s or D’s. This approach, coupled with your employees to fit this profile. (C’s) or motivated workers who have lit- investing in your current employees’ “B” employees are team players who tle to no formal training (B’s). education, training and coaching, will are working to move your business for- Working to improve your C’s requires ensure that you are working toward your ward, but they lack skills. that you share your vision for the com- A-team. “C” employees have great skills, but pany, including your expectations on Finding “good” people is not easy; it they are not onboard with the vision/ how team members work together and takes time and conscious effort. Most purpose of the company. They are usu- treat each other, and that they accept florists are finding that they have to hire ally very negative, defiant or demanding that vision, believe in it and become part employees with fewer skills but good (prima donnas). of the team. Give them specific direction attitudes (B’s) and then spend the time on areas to improve, and if they don’t to develop the skills that are needed. change within a reasonable time period, This approach works well but takes time, GO DEEPER let them go, too. money and planning. Your B employees are the ones that What about performance-based incen- you want to invest the most time and Derrick P. Myers, CPA, CFP, PFCI, tives? Could they help motivate your money in — the form of training, continu- is president of Crockett, Myers & employees? Read about how one shop ing education, one-on-one mentoring. Associates, a financial management and implemented a new pay system and get Don’t neglect your A’s. These are the accounting firm that has been working additional tips from Myers on how to employees who are making your busi- with florists for more than 30 years. train and motivate staff at safnow.org/ ness successful. Be sure to reward them [email protected] moreonline. and keep them motivated.

The magazine of the Society of American Florists (SAF) 35 Industry News BY JULIE MARTENS FORNEY AND BRUCE WRIGHT

FLORISTS LEND AID TO WILDFIRE EVACUEES

> Weeks after the deadliest wildfire in trying to help wherever she can. She also the evacuees: versatile and practical like California’s recorded history began, the worked on an event to feed and honor cash, but more personal. catastrophe was far from over for the first responders — firefighters, dispatch- Flora Fresh has also offered ware- residents of Paradise, California, and ers, and police — on the Tuesday of house space to florists who might surrounding communities. Thousands Thanksgiving week, with flowers for cen- need it to keep working. For example, were living in makeshift shelters. Even terpieces donated by Mayesh Wholesale Fullers Paradise Flowers — the long-es- those few whose homes and businesses Florist. tablished, best-known flower shop in survived the firestorm have been unable The devastating wildfires did not Paradise — has a shop that is still stand- to return. The remaining structures are directly affect California’s major flow- ing but inaccessible behind closed , isolated in a scorched wasteland, de- er-growing regions. and most probably lacking such basics prived of basic infrastructure. In Sacramento, about 80 miles as water, power and customers, since As often happens, florists are among south of Chico, owners and staff at the town is essentially demolished. The those who have taken the lead in reach- wholesale florist Flora Fresh Inc. and Fullers Flowers’ Facebook page testifies ing out to victims of the fire. Floral Resources Sacramento opened that they will fulfill earlier commitments “We have 50,000 people who the building as a donation site, deliver- for weddings in January. Beyond that, fled their homes,” said Pam Young ing the donated items to the shelters “At this point they’re probably letting the of Cambray Rose Florist in Chico, in Chico. The donations were needed, dust settle,” said Espe. California, “and thousands who had since most evacuees had to flee their Other florists, including Oroville no place to go at all. Everyone I know, homes so quickly they were able to carry Flower Shop in Oroville, California, have including myself, has been working in with them little more than the clothes offered to share workspace with any who shelters. My new vocation is working on their backs. have lost theirs but still have weddings with World Central Kitchen, an amazing “The outpouring has been incred- on the . organization. I have learned how to prep ible,” says Marty Espe of Flora Fresh “We have a really big shop, with meals for 8,000 to 10,000 people a day! — so much so that the wholesaler had space for another business to work in They’ll be here to help us out as long to stop accepting donations, because tandem,” said owner Julie Jackson. Even as we have those kinds of numbers — the organizations receiving them are 20 miles from Paradise, “People’s minds which we do anticipate, for a long time backed up with sorting and distribution. are on other, emergency things,” she — because that’s what they do.” Gift cards, redeemable at stores like surmises. Young still has her own flower shop Walmart or Target, have also been a The volunteer efforts happen to run, but like others, she said she is popular way of providing assistance to through informal as well as official channels. “People have contacted me — family members, sorority sisters, people I know on Facebook — to ask, ‘What can we do for the community?’” said Rachelle Neal of Flowers by Rachelle in Chico. “Some have sent me blankets and things that we delivered to the tent cities. Others had a whole truckload, so I sent them to my pastor. I will say that I’ve been overwhelmed by the generosity of the community and people from outside the community.” With searchers still counting the dead, the path ahead is not much easier. “We’re not looking forward to when the families start trickling in, looking to plan Celebration of Life ceremonies,” Neal said. “That’s going to happen, and it’s going to be hard.”

SHUTTERSTOCK/JOESEER - B.W.

relief work Following historic, deadly wildfires in California, many floral industry members have volunteered to help families get back on their feet.

36 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG Industry News

INDUSTRY MEMBERS MOURN RENOWNED BULB RESEARCHER GUS DE HERTOGH

> August De Hertogh, a man who had never seen De Hertogh contributed extensively to “Gus” Albert a tulip bulb, assumed the leadership the industry, with more than 300 works De Hertogh, role of the Dutch Bulb Research Project. to his name, including books, bulletins, Ph.D., world-re- Always one for a challenge, he em- websites and software. He is perhaps nowned flower barked on a lifetime of discovery, unrav- best known for the celebrated “Holland bulb authority eling how bulbs grow. Bulb Forcer’s Guide,” which detailed the and a member “Rarely does an individual have results of his bulb research in an easy-to- of the Society the impact on an industry that Gus did follow format for flower . of American with his bulb research,” said Terril Nell, Upon retiring from academia, De Florists’ Ph.D., AAF, professor emeritus at the Hertogh took on the role of research August “Gus” Albert Floriculture Hall University of Florida, former SAF pres- coordinator for the American Floral De Hertogh, Ph.D. of Fame, died ident and current research coordinator Endowment. The group has established October 26 in for the American Floral Endowment, a memorial tribute in his honor. Find out Raleigh, North Carolina. He was 83. who worked with De Hertogh years ago more at endowment.org. When De Hertogh started his at Michigan State. “He provided the De Hertogh is survived by his wife, research career at Michigan State guidelines and protocols for shipping, Mary Belle; children Mark, Michelle, University, his specialty was vegetable cold treatments and forcing conditions Jennifer, Mary Moore, Susan and Jay; plant physiology. But in 1965, Dutch that have made the spring flowering grandchildren Mark, Lori Beth, Drew, flower bulb exporters decided to fund bulb industry successful. He converted Patrick, Aaron, Claire and Addison; and U.S.-based research to help trouble- scientific results into grower-friendly great-granddaughter Caroline. shoot problems for bulb growers. information that the industry valued.” – J.M.F.

COMMERCIAL FLORICULTURE SURVEY: RESPONSES NEEDED

> The U.S. Department of ’s National Agricultural Statistics Service mailed the Commercial Floriculture Survey to growers in December — and the Society of American Florists is encouraging members to respond before the Feb. 8 deadline. The survey will be used to create the new Floriculture Crops Summary report, which SAF members success- fully lobbied Congress to fund during Congressional Action Days (CAD). The report is critical to the long-term health of the industry, as it contributes valuable data that can help benchmark future production decisions, said Dr. Marvin Miller, AAF, of Ball Horticultural call to action Dr. Marvin Miller, AAF, of Ball Horticultural Company in West Chicago, Illinois, Company in West Chicago, Illinois. discussed the need for industry data last year during CAD. “There are many of the allied - people in the industry who use these SAF has worked with a num- Association and the Produce data to gauge trends, which helps these ber of industry partners to lobby Marketing Association. suppliers of inputs prepare adequate for the report. Those groups in- NASS will publish the report on numbers for sale,” he explained. “This in- clude AmericanHort, the American May 8 at nass.usda.gov. For more cludes everything from pots and potting Society for Horticultural Science, the information, contact SAF’s Shawn media to seeds, plug cuttings and liners, California Cut Flower Commission, McBurney, [email protected]. and even things like greenhouse glazing, the California Association of Flower , tags and the like. When folks Growers & Shippers (CalFlowers), Julie Martens Forney and Bruce Wright know the industry trends, they prepare Certified American Grown, the Florida are contributing writers. fmeditor@ their inventories accordingly.” Nursery, Growers and Landscape safnow.org

The magazine of the Society of American Florists (SAF) 37 FIELD TRIP BY JULIE MARTENS FORNEY

earth friendly A biodegradable holder loaded with unrooted bacopa cuttings is ready CHRIS BEYTES CHRIS for loading onto Visser’s AutoStix planting machine.

HIGH-TECH TAKES FOR LABOR CHALLENGES

> As 2019 kicks off, one of the top issues Ball Horticultural Company, a Ball Seed grower doesn’t need as many people to industry members wrestle with is labor. subsidiary. “Now we send plug trays stick cuttings.” In some markets, finding workers and/or through a where lasers measure Co-developed with Visser Horti affording them is the problem. In other the ratio of green versus nongreen in Systems, AutoStix features a biodegrad- regions, locating qualified help is the each plug cell three-dimensionally.” able strip that holds unrooted cuttings hurdle. For Ball Seed in West Chicago, Ball Seed Lab also applies cutting (Ball helped develop the strips). Strips Illinois, solving industry problems — in- edge treatments to seed. This includes are loaded with cuttings at offshore cluding labor issues — is central to doing things like treated seed with coatings farms. At the greenhouse, a worker business. When it comes to labor, Ball that fend off disease and help seeds flow feeds the strips into the AutoStix ma- Seed targets the problem with two tech- more smoothly through mechanized chine, where robotic knives and grippers nologies aimed to reduce labor needs on seeders. Fuseables feature a resin that separate, grasp and plant the individual the growing side of the floral industry. encases multiple seeds, either different “clips,” which is what growers using the cultivars or even different genera, to machine call each cutting. Seed Expertise allow growers to create combinations Maximum planting speed is roughly Inside the Ball Premier Lab, state-of-the- with one seed-like precision multi-pellet. 10,000 cuttings per hour, which cor- art technology creates seed products One newer seed technology is Ball responds to 10 experienced workers that offer improved germination and uni- Controlled Growth seed. This seed is hand-sticking cuttings. In other words, formity, as well as specific adaptations to treated with A-Rest, a plant growth one person operating an AutoStix ma- the newest automation in seeding. The regulator, which helps control seedling chine can do the work of 10 people. lab focuses on developing and delivering growth and eliminate stretch. It helps That kind of labor savings pays for seed products that help customers suc- growers reduce labor costs associated itself in two to three years, according to ceed and be profitable. with chemical applications. Miller’s calculations. “The reason this One way the Lab serves the industry “All of these treatments ultimately machine is selling is because of labor is through the Ball Vigor Index (BVI). trim labor costs at the grower level, al- issues,” he added. Introduced in 1993, BVI is a patented lowing that savings to be passed along plug testing method that determines the the marketing chain,” Miller said. Julie Martens Forney is a contributing vigor and uniformity of seed lots. BVI re- writer for Floral Management. sults in seed lots that deliver germination AutoStix Planting Robot [email protected] rates above 90 or even 95 percent for Just as Ball Seed brought uniformity to many seed classes. Higher germination seed lots with BVI, they’re now bringing means growers don’t have empty spots uniformity to cutting-propagated crops in greenhouses or fields, which means like geranium and bacopa. labor can work more efficiently — and “By making the input [the cutting] the business turns a bigger profit. more uniform, the finish becomes more QUICK TAKE About two years ago BVI testing re- uniform,” Miller said. “That might save The company: Ball ceived a high-tech makeover when Ball a grower a day or two, or even a week or West Chicago, Illinois added lasers to the process. two, in cleaning off benches.” The trend: Addressing labor shortages “In the past, a camera photographed AutoStix does more than bring through automation the plug trays and measured seed germi- uniformity to cuttings. It also mecha- The tech: Seed treatments and robotic nation and seedling uniformity two-di- nizes the process. “Sticking cuttings transplanting mensionally,” explained Dr. Marvin is a labor-intensive process,” Miller Miller, AAF, market research manager at explained. “By mechanizing that step, a BallSeed.com

38 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG

Digital Strategy BY REECE NAKAMOTO FARINAS

PHOTOS THAT SELL: PART I

> If creating better original product im- In this two-part series, I’ll walk you more challenging to design and deliver or ages for your website and social media through how we approach photos, from can’t be mass produced. In addition, you platforms is one of your New Year’s design conception to postproduction, at should avoid designs that require you to resolutions for 2019, you’re probably not my family’s business, Beretania Florist run out and pick up stock or hard . alone — and for good reason. We live in Honolulu. in a visual world, thanks to Instagram, Backdrops That Deliver Facebook, Pinterest and smartphone Design Smart The right backdrop can make or break a technology. Customers are looking Control over your product offering is key photo. That’s why I recommend building to local florists for inspiration —and, to your overall profitability — so, remem- a dedicated photography shooting and increasingly, realistic portrayals of the ber to show what you want to sell. Create staging area. You don’t need a lot of designs they’re ordering for their loved new photos of products that include flow- money or space to do that, either. ones. Very few florists have access to (or ers you receive in your standing orders. First, remember that a light tone the budget for) a photographer or photo This is also a great opportunity to consult background will produce the best re- studio; however, thanks to advances in your staff so that you are creating designs sults. Find a tabletop with wood, wood photo technology, and with a little bit that they are confident mass producing. laminate or stone for modern appeal. At of creativity, creating your own custom As you know, profitability comes in part our shop, our tabletop is actually a piece library of unique images has never been from speed. You can increase margins by of plywood with peel-and-stick vinyl easier. planning new products that utilize easy- plank flooring glued to the top — an in- to-access varieties and hard goods that expensive material you can find online or you always have on hand. at your local hardware store. I was happy While we all love to show our “wow” with how the table came out, and even GO DEEPER work, for everyday posts on your website better, the assembly required no tools. and social media, you’ll want to avoid Painted walls work best for a back- Find out how to build a backdrop for less highlighting complicated designs — drop. I picked up a thin sheet of plywood than $100 at safnow.org/moreonline. those that require advanced skill, are and painted it gray. My creation mounts easily and photographs well. Don’t forget that with a matte finish absorbs light looking sharp Photos that compel and reduces glare, making flowers stand customers to purchase are composed well and have a simple background. out. Glossy paint or bright white back- grounds will reflect light and may make photography look dated and unflattering. Avoid curtains, roll paper, muslin fab- ric, worn-out columns and any roll-down material: Creased folds and wrinkles give photos an unfinished look.

Lighting Photos Right Lighting is key to beautiful product pho- tography. Natural lighting from a window or door is a plus, but it can be inconsis- tent. That’s why cool, white lighting is a happy medium. A diffused light panel kit — we got ours for less than $50 — will give you consistent light at any time of day. Make sure your background doesn’t reflect your light source. Finally, avoid using a harsh flash, which makes photos look washed out.

Reece Nakamoto Farinas is a fourth- generation florist with expertise in e-commerce sales and marketing. He works alongside his family at Beretania Florist in Honolulu. reece@ beretaniaflorist.com

40 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG Make YOUR Business the Hill’s Business Who better to educate lawmakers about the fl oriculture industry?

“I’m here talking with lawmakers, who, when they get to the oor, can stand up and vote for our business.”

Liza Atwood, Fifty Flowers, Boise, Idaho

Join us in Washington, D.C. 39th Annual

“The networking “I am surprised “We are able to bring opportunities alone how interested the awareness of the MARCH 11-12, 2019 make Congressional representatives are great impact the oral Action Days worth it.” with the issues that industry has on the U.S. WASHINGTON, D.C. Jayson Waits, Bloomtastic are important to me.” economy.” Florist, Columbus, Ohio Brian Kusuda, Jimmy’s Jodi McShan, AAF, McShan Flowers, Ogden, Utah Florist, Dallas, Texas SOCIETY OF AMERICAN FLORISTS

LEARN MORE safnow.org/cad Bring a fi rst-timer with you for FREE! Business of Design BY KATIE HENDRICK VINCENT

ALSTROEMERIA’S ALLURE > Shawn Michael Foley, AIFD, PFCI, cringes when he hears fellow florists disparage alstroemeria as a “ flower.” “With such an amazing vase life (up to three weeks), it’s a great choice to use in day-to-day arrangements,” said the lead designer and content creator at HotHouse Design Studio in Birmingham, Alabama. “Plus, the wide range of colors available makes alstroemeria very easy to integrate into designs for every season. Not many flowers can boast that versatility!” Sure, certain products are especially trendy — but captivating curls Looped lily grass lends tension and texture Foley doesn’t believe most customers dismiss entire (aka perceived value) to this arrangement. Foley’s tip: Pierce categories of flowers. “It’s less important what you use,” the blade with your design knife, then feed the tip of the grass through the hole. he said. “What matters more is what you do with it!” sophisticated structure “I’ve always found utilizing negative Here, he shows how this little workhorse shines space or ‘selling air’ really helps boost the appeal of an affordable when given the royal treatment. flower,” Foley said. With this design, he created a line on a bias to add visual interest. (It’s striking and architectural but not too avant-garde for general consumers.) Roughly 28 inches wide and 18 inches tall, it’s the perfect size for a coffee table, side table or a reception desk. Design time: 10 minutes. Wholesale costs: $15 to $20. Retail price: $45 to $55.

Katie Hendrick Vincent is the senior contributing editor of Floral Management. [email protected]

Find complete recipes at safnow.org/moreonline.

42 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG

New Products BY SHEILA SANTIAGO

WELLNESS WONDERS

marvelous mask This luxurious, oversized mask cradles the face in 100 percent , gently blocking out light to encourage deep, regenerative beauty sleep. Its soft stretch elastic fits all heads comfortably.BrancheBeautySleep.com sumptuous soak Offer customers soothing relaxation with an all-natural bath . The lavish lavender goat’s milk formula softens the skin and lightens the mind with a nourishing blend of powdered goat’s milk, pink Himalayan and cocoa butter. Each batch is lovingly blended and packed by Alabama farmers who grow their own herbs and flowers.1818farms.com

wonderful wash The embossed paper and beautiful graphics make this line of simply irresistible. Available in more than 30 heavenly fragrances, including English rose, Provençal lavender, frangipani and gardenia, these French-milled bars are long-lasting, produce a creamy lather and offer affordable luxury. AustralianSoap.com

flower power Talk about a gorgeous and irresistible add-on! These bathing beauties bear a striking resemblance to an enchanting garden rose or peony. Consisting of scent-sational selections at least 35 “petals,” each lasts for at 300 hand washes, keeps its floral This fragrance collection, which comes in a stylish, contemporary packaging, shape with use and includes a matching soap base. The lush formula features looks as good as it smells. Fill the room with a rich Italian ambiance. The chic goat’s milk, shea butter and coconut oil soap. AmariesbathFlowerShop.com black vessel will fit in a multitude of aesthetics, making this an ideal choice for many gift-giving occasions. CaliCosmetics.com

44 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG The Can Be Overwhelming.

You know owers, but with over 30 years of experience and well over $50 million in sales, Bloomerang Founder Arthur Conforti and his team have turn-key solutions to take your business wherever you earthy elegance Handmade in Oakland, California, these vegan want it to go. botanical glycerin soaps are made with coconut and palm derivatives. Consumers can’t get enough of the Real results starting at just $200 per week. Candied Quince, a caramel apple- and pear-scented bar decorated with , glitter and wild orchids. Google, Facebook, Instagram, surveys and JuniperTreeSupplies.com website management and more build not just audience, but real ROI.

od o o o and retain the customers you already have.

You tell us what you need, we deliver GUARANTEED results.

sauvignon soap From the most famous wine region in the United States — Napa Valley — come wine-inspired soap products, including lightly scented bath bombs, the perfect luxury add-ons for Valentine’s Day orders. NapaSoap.com

Shelia Santiago is the Society of American Florists’ director of publishing and digital www.bloomerang.solutions strategist. [email protected] 941.806.1911

The magazine of the Society of American Florists (SAF) 45 Classifieds

Minimum order is three consecutive months: $35 per month for 3 lines. Display classified: $75 per inch. A confidential ad costs $50 in addition to the cost of space for the ad. Contact Sheila 2019 SAF Santiago at [email protected] or (703) 838-5225. Awards employment opportunities services

refrigeration

Have questions? Ask the Society of American Florists! Celebrate services WE’RE HERE FOR YOU. Honorees at SAF Amelia Nominate Welcome to LiveChat Island 2019! Krissy honorees by SAF March 1, 2019: CHAT NOW Krissy Hi, is there anything I can help you with? n safnow.org Floriculture Hall of Fame Need a speaker? SAF Member I’m looking for artwork for my website. n Paul Ecke, Jr. Award Can you help me? Chat now n Gold Medal Award n John H. Walker Award Contact a SAF Member Benefi t! n Alex Laurie Award for Research PFCI speaker to lead your and Education event. Search by name, Enroll for a no cost hassle n Century Award state and expertise at free solution n Tommy Bright Award safnow.org/pfci. to your (due January 31, 2019) bad check Apply for professional collection designations: problem. n PFCI by Jan. 31, 2019 n AAF by March 1, 2019  Get the checXchange mobile™ app Apply & Nominate Now! today! safnow.org/awards checxchangemobile.com/saf

46 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG easons y emers oe te Soiety of Amerian Florists

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

Say to SA the OK, you’re already smart – and SAF helps hellonew year! 1 The floral industry’s challenges — and opportunities — in 2019 members stay ahead of oral industry news and trends with the Wednesday Friday Saturday and Floral Management magazine.

2 AS 4 S SA Check out SAF’s webinars – it’s free training, Find out how your holiday at the convenience of your sales compare to the rest FREE for SAF members desktop, for you and your of the industry’s. sta on sales, social media 20 minutes of intense online learning. 10 minutes of Q&A. and much more. 5 F A A Call our legal eagle for fast, free answers 3 A A and grab gobs of other discounts on FAF business goods and services. Save time and enhance your online look by using SAF’s free banner ads, social media graphics and all kinds of other free marketing materials.

ere are so many more reasons wy memers loe SAF!

earn more SAFN. Quality BY SHARON MIKULINSKI

COOLER UPKEEP: KEY TO FLORAL BUSINESS SUCCESS

> Display or walk-in, brand-new or decades old, the cooler is arguably the most vital tool to the floral professional’s success. If you’ve ever faced a big wed- We’ve ding or Mother’s Day when your cooler threatened to quit, you know the dread of wondering if your business will survive the weekend. You should also know the made all the value of proper cooler selection, cleaning and maintenance.

Choose Wisely There are two primary types of floral arrangements cooler: display and rotational. A display cooler is used to interact with and sell flowers to the customer. A rotational cooler is used to store flowers during

processing. For practical purposes, use SHUTTERSTOCK/LEIKAPRODUCTION so your a rotational cooler before and during production and a display cooler when percent. Tropical flowers prefer balmier Calendar Skills merchandising the finished product. temperatures (53 to 55 F). It helps to develop a program to ensure A display cooler has a customer-fac- certain tasks aren’t neglected. Here’s a business can ing surface, often featuring glass doors. Cooler Maintenance helpful list: Every time an access door is opened, You may not be a refrigeration techni- ■■ Sterilize cutting tools as it creates a fluctuation in temperature. cian, but you have a tool at your disposal often as you can. This, in turn, may reduce the vase life of that will go a long way in ensuring your ■■ Clean and sterilize buckets your product. cooler enjoys a long and happy life. That between each use. blossom. A rotational cooler has ample space “tool” is a regular cleaning and disinfect- ■■ Wash design tables with for storing and holding flowers at various ing program. an antibacterial solution • Our best-in-class , including our award-winning POS and stages of production. Often a “walk-in” Florists’ common enemies are fungal several times daily. web-hosting solutions, are built to run your business effi ciently – connecting structure, it has a large door that remains and bacterial colonies that harm flowers ■■ Remove flower waste remaining you with consumers and the largest network of fl orists. closed for longer periods of time, main- directly, but also generate ethylene gas, from designs and dead and diseased taining a more consistent temperature which reduces vase life. A major source flowers from the processing • We invest heavily in robust national consumer advertising campaigns that preserves flowers more effectively. of ethylene: dead and dying flowers. One and design area frequently. and develop unique and effective marketing programs and ora LLC. All Rights Reserved. FM16902 © 2017 Telefl tool for combatting mold, fungus and ■■ Cover garbage cans containing products – all to help you acquire and retain new customers. Temp Matters ethylene is a strict inventory protocol flower and plant debris. It’s important to recognize the difference known as FIFO, or First In/First Out. ■■ Sweep floors several times daily. • We have industry-leading experience and knowledge, between a thermometer and a thermo- That is, use the oldest flowers first. If ■■ Avoid underwater cutters. and are always available with the support you stat. Most coolers have a thermostat they aren’t used, dispose of them so they ■■ Wash walls, floors and tables/ need – allowing you to stay focused on placed outside the unit (near the door, so don’t sabotage the healthy stock. benches in coolers monthly. your business. you can keep an eye on it). You program To further combat the harmful ele- it to the desired temperature for the air ments in your cooler, regularly sanitize Don’t forget coils. They cool the air • With over 80 years of with fl orists, surrounding your product. Keep in mind, every surface and tool. Your weapon of and remove humidity, and they must also we are 100% committed to ensuring that however, that it does not measure the choice should be a floral sanitizing solu- be cleaned and maintained. every single order in our network goes to actual temperature in the cooler, which tion that disinfects, cleans and deodor- Finally, consider drainage. Whether a local fl orist. varies every time you open the door. izes containers, tools and work surfaces. your cooler has a floor drain or a drip To more accurately measure the cool- The cleaner to avoid is chlorine bleach. pan, it becomes a potential breeding er’s static temperature, place a container While bleach does effectively kill bacte- ground for bacteria and fungus if not of water inside and measure the water’s ria and fungus, its effects are short-lived. cleaned frequently. temperature. Fluid temperatures fluctuate In contrast, floral sanitizers work on much more slowly than air temperatures contact and keep working. One potential Sharon Mikulinski is the global and will be less affected by door traffic. drawback is that they may leave a film marketing director at Floralife, a division mytelefl ora.com | 1.800.421.2815 Remember, keep your cooler tem- on glass surfaces. If this is the case, you of Smithers-Oasis. smikulinski@ perature in the range of 34 to 38 F (2 to may need to use a glass cleaner on your smithersoasis.com 3 C) with a relative humidity of 75 to 85 display windows and doors.

48 FLORAL MANAGEMENT | January 2019 | WWW.SAFNOW.ORG We’ve made all the arrangements

SHUTTERSTOCK/LEIKAPRODUCTION so your business can blossom.

• Our best-in-class technologies, including our award-winning POS and web-hosting solutions, are built to run your business effi ciently – connecting you with consumers and the largest network of fl orists.

• We invest heavily in robust national consumer advertising campaigns and develop unique and effective marketing programs and ora LLC. All Rights Reserved. FM16902 © 2017 Telefl products – all to help you acquire and retain new customers.

• We have industry-leading experience and knowledge, and are always available with the support you need – allowing you to stay focused on your business.

• With over 80 years of partnership with fl orists, we are 100% committed to ensuring that every single order in our network goes to a local fl orist.

mytelefl ora.com | 1.800.421.2815 THE BEST IN THE WORLD TOGETHER IN PHILADELPHIA

Floral artists from around the globe will come together at FTD World Cup 2019 to represent their country and compete among the world’s best floral designers. The winner will be named Interflora World Cup Champion. Mark your calendar for March 1-3, 2019 You don’t want to miss this!

Tickets available now at www.FTDWorldCup2019.com

Follow the event @ftdworldcup2019

#ftdworldcup ©2018