RIOROSES.COM 1 LIVRIO THE E-MAGAZINE OF RIO ROSES

Issue No.52 JUNE 2021

MOTHER'S DAY RESULTS: A BLOOMING SUCCESS

4TH OF JULY P.R.E.P.

SYMPATHY P.R.E.P.

WEDDING COLLECTION

WF&FSA'S 2021 FLORAL CONFERENCE

WHOLESALER SPOTLIGHT

BREEDER’S CORNER

CARE & HANDLING

COMMUNITY OUTREACH

FOR INQUIRIES @equiflor.com

2 LIVRIO | MAY 2021 Message from Victor Giorgini

Mother’s Day marks just over a year that we have been dealing with the challenges that come with a global pandemic. Yet, as always, the floral has worked together and become stronger in the process.

We at Rio Roses would like to say thank you for your continued support and loyalty. We wouldn’t be here without you, and we are proud to serve your floral needs now and into the future. Sincerely, Victor Giorgini | President & CEO

RIOROSES.COM 3 PEOPLE of RIO RIO FAMILY TALKS 4TH OF JULY WHAT IS YOUR FAVORITE WAY TO USE TINTED FOR THE 4TH OF JULY?

SUSAN MESA Rio Hydrangeas are beautiful when they’re tinted. I’ve seen wreaths made with red, white, and blue hydrangeas and they’re striking!

OSCAR FERNANDEZ SALES I like the look of an arrangement of red roses, white roses, and deep blue tinted roses. It makes a great centerpiece for a 4th of July party.

GIOVANNI AGUIRRE QUALITY CONTROL A big trend right now is sprinkling flowers with glitter, and what better way to celebrate the Fourth? Rio Pompons or Rio Spider disbuds sprinkled with glitter look like .

SOLANLLY TAPANES MARKETING I love rainbow-tinted roses. When they’re tinted red, white, and blue for the 4th of July, they look amazing.

CHANTAL ALVAREZ SALES I prefer not to use tinted flowers, because I like a more natural look. A combination of red roses, white lilies, and dark blue delphinium is always lovely.

4 LIVRIO | JUNE 2021 BLOOM of the MONTH handpicked, fresh from our farm

RIO LISIANTHUS

We are proud to introduce Rio Lisianthus, a premium Israeli lisianthus grown by Equiflor on our Costa Rican farm.

Rio Lisianthus has longer and thicker laterals, provides 4-6 blooms per stem, and comes in multiple colors: blue, bicolor purple, green, yellow, pink, and white.

RIOROSES.COM 5 MOTHER’S DAY 2021 RESULTS: A BLOOMING SUCCESS! With all the changes in the floral industry this past year, we anticipated that Mother’s Day sales would be high. And we were right. The National Federation expected overall Mother’s Day spending to hit a record $28.1 billion this year, increasing $1.4 billion from 2020. And per the Society of American Florists (SAF) Mother’s Day Survey 2021, sales went right along with the overall uptrend. Here are a few highlights:

HIGHER SALES How did 2021 Mother's Day More than 85 percent of florists sales compare to last year? responding to SAF’s survey saw a Increased 85.63% sales increase for Mother’s Day 2021 as compared to 2020: 32 Decreased 6.32% percent of them said their sales went up between 21 and 50 percent; 27 Same 6.32% percent said their sales increased 11 N/A 1.72% to 20 percent; 20 percent reported a sales increase of up to 10 percent. SAF Mother's Day 2021 Survey, May 2021

INCREASED DEMAND Why so much demand? Florists reported that COVID and continued social distancing had a lot to do with it. Nearly 75% responded that customers wanted to connect through flowers and since they couldn’t connect in person. This demand held strong despite florists having to increase their prices due to higher product costs, and those increased prices were a definite factor in the overall revenue increase. IMPROVED WALK-IN BUSINESS Many florists couldn’t open their shops in 2020 due to COVID restrictions, which hurt walk-in sales last year. In 2021, however, communities have been opening back up and dropping mask requirements. As a result, florists reported much better walk-in business for Mother’s Day 2021.

6 LIVRIO | JUNE 2021 MORE NEW CUSTOMERS What percentage of your Mother's Day Some of the most promising news from customers were new customers the SAF survey was how many new this year? customers purchased flowers this year: 1-10% 30.86% 40 percent of florists said 10 percent or more of their Mother’s Day customers 11-20% 29.14% were new in 2021. And 11 percent said 21-50% 11.43% that new customers made up anywhere 51+% 1.71% from 21 to 50 percent! That’s fantastic news as it means flowers are becoming N/A 26.86% Percentage of new customers of new Percentage a sought-after gift for more people than SAF Mother's Day 2021 Survey, May 2021 in past years.

MORE MONEY SPENT PER CUSTOMER Not only were more new customers spending on flowers, but customers were spending more on each purchase. Survey respondents said that 67 percent of customers spent $71 or more, up 17% over 2020, where only 50 percent of customers spent that much. REIGNED SUPREME As expected, the vast majority of Mother’s Day sales were cut flowers, at nearly 80 percent. However, flowering plants and green plants were second and third. This increase in sales is in line with what SAF has seen throughout the pandemic: Customers are purchasing more flowering plants and succulents than ever, and florists have been taking advantage of this trend.

THE KEY TO SUCCESS? ONLINE MARKETING! Florists responding to the survey noted that nearly 40 percent of their Mother’s Day orders came from their . That’s hardly surprising since online purchasing has been consistently increasing throughout the past year. Florists have focused on their online marketing efforts: Updating their , using social media to its full advantage, and developing strategies to bundle flowers with other gift ideas have contributed to this success. The bottom line? Mother’s Day 2021 was a great success. So, keep doing what you’re doing! Keep that focus on your online marketing and watch your sales continue to bloom for the rest of the year!

RIOROSES.COM 7 thJuly of P.R.E.P. (Plan, Review, Execute, Profit) 4 6 Ways to Use Email Marketing to Boom Your Floral Sale

8 LIVRIO | JUNE 2021 July 4th is almost here, but that doesn’t mean you don’t have time to prepare. Email marketing is one of the fastest and easiest ways to get your promotional message out. And emails get results: One study found that 4th of July emails can bring 32% more revenue than standard marketing emails. Here are a few ways to use email marketing to increase your 4th of July flower sales: 1. Set up a Simple Content Calendar It may seem like it’s too late for a content calendar, but it’s not. Studies have shown that the best time to start an email campaign is about a week before the holiday since that’s when people spend the most money. So you have time to plan who to send your messages to, what specific messages you should send, and when you should send them. 2. Segment Your List Research shows that targeted emails can increase revenue per recipient by as much as 55 percent, so it’s well worth segmenting your email list. You can separate lists by people who purchased last July 4th holiday, people who recently purchased from you, visited your website but didn’t purchase, and many other ways. Review your current email list to determine which segments will best for you. 3. Use Patriotic Imagery Now’s the time to pull out all the fireworks, flags, and red, white, and blue imagery in your emails. It’s also a great time to use numbers associated with the 4th of July, like 17.76 percent off in honor of the year 1776 or a $4 discount on any purchase. Get creative! 4. Create a Sense of Urgency Since you’ll be sending out emails so close to the holiday, make sure you create a sense of urgency in them. Let your customers know that there are only a certain number of days left to get their 4th of July flowers. You can even have a countdown clock in your email or send out an email a day with an “Only XX Days Left” message. 5. Share Customer Reviews If you’ve received great reviews from your customers, include them in some of your emails. That’s particularly important if you’re sending emails to customers who’ve never purchased from you. Ideally, you would include reviews that mention the types of flowers you’re promoting for July 4th, as well as your excellent customer . 6. Collect User-Generated Content While you’re sending out emails with promotions, you may also want to send out an email or two to current customers, asking them to post about your products on social media. You can ask them to take a picture using your flowers at their 4th of July parties, then post them and tag your flower shop. You can then use this user-generated content in your own social media posts and future promotional emails Use these tips in your email marketing this 4th of July, and watch your sales explode!

RIOROSES.COM 9 SYMPATHY P.R.E.P. (Plan, Review, Execute, Profit) 6 Tips to Build Your Sympathy Flower Business

One of the most significant moments in life is when loved ones come together to celebrate someone who has passed. Sympathy flowers are a powerful way to show love and support during such a vulnerable time. However, a sympathy flower business can be a delicate balance. You can’t promote sympathy flowers with the same enthusiasm as you do for holidays and other events, yet you need to let people know you’re there for them at this time of loss.

Being a trusted source for sympathy flowers is not only helpful for your community, but it can also improve your overall revenue and enable you to continue growing other aspects of your floral business. Here are a few ideas to build your sympathy flower business that you can easily incorporate into your overall marketing efforts.

10 LIVRIO | JUNE 2021 1. Be available at a moment’s notice If you plan to offer sympathy arrangements and services, make sure you can handle last-minute requests. Unlike holidays and planned events, death is often unexpected, and you must respond promptly to any request for sympathy flowers. Yes, the request may come at a time when you’re already busy, but turning away sympathy orders is not only unprofessional, but it can also influence how people view your other areas of service.

2. Have a variety of flowers easily accessible While you can certainly offer a standard variety of floral arrangements, it’s also important to cater to a family’s need for custom flowers. When someone wants to honor the life of a loved one, being able to provide flowers that reflect that person’s life is a huge benefit. Make sure you have an excellent relationship with your local wholesaler, so you can order any flowers you might need at any time.

3. Connect with local funeral directors It’s vital to build a good relationship with funeral directors in your area. Provide them with business cards as well as a printed guide to your sympathy services, showing plenty of photos of your work. Let them know that you’re available whenever needed. They will be happy to refer you to people needing sympathy flowers, especially if you provide consistently excellent service to their clients.

4. Create relationships with senior groups and Senior Citizens (65 and over) are the fastest-growing segment of the population, and many seniors choose to make their funeral arrangements ahead of time. While you certainly don’t want to appear indelicate, it’s essential to develop relationships with local assisted living facilities, homes, and organizations dedicated to helping seniors. You may wish to provide floral arrangements for the entrances to these facilities as well.

RIOROSES.COM 11 5. Promote your sympathy flower services online You are likely already promoting your floral services for weddings, holidays, and other special events. Why not put the same effort and creativity into promoting sympathy flowers? By running targeted social media campaigns, blogging about your sympathy business, and ensuring you have a clear message on your website, you can dramatically increase your revenue. It’s also important to ask for reviews from customers and place these on your Google My Business listing as well as your website and social media platforms. 6. Provide options for sympathy flowers In all your promotions, make sure you show a variety of sympathy flower offerings. Here are a few options to include on your website and in any printed guide:

12 LIVRIO | JUNE 2021 • Casket Sprays: These are often large, diamond-shaped arrangements placed directly on top of a coffin. These are typically chosen either by the person arranging the funeral or the immediate family.

• Sprays and Sheaves: These are like a hand-tied bouquet but designed to lay flat. This makes it easy to place them next to a casket or at a graveside. They can also be placed on an easel at a memorial service.

• Wreaths: While the traditional wreath is circular, symbolizing eternal love and devotion, they can also be created in unique shapes to convey a more personal message.

• Hearts and Cushions: Heart-shaped wreaths are often quite personal, chosen as tributes from close friends and relatives. Cushions denote peace and serenity and are also quite personal.

• Baskets and Posies: A funeral flower basket is an easy way to ensure that flowers can be easily transported and moved around. The basket and the posy (a round, dome- shaped design) are popular choices from younger children or distant relatives.

Flowers are a powerful way to express love and comfort at a time of great loss. With these tips, we hope you can increase your sympathy flower business and become a trusted resource in your area. Moreover, your reputation for quality and care at this difficult time will create excellent word of mouth, which will spill over into all other areas of your business.

RIOROSES.COM 13 RIO’S 2021 JUNE WEDDING COLLECTION

14 LIVRIO | JUNE 2021 2.

1.

THIS YEAR, MANY COUPLES ARE CHOOSING TO EXPRESS THEIR WEDDING DAY JOY THROUGH BRIGHT, BOLD BLOOMS. THAT’S WHY WE CREATED THIS EYE-POPPING PALETTE OF PINKS AND PURPLES FOR THE JUNE WEDDING COLLECTION. SIMPLY GORGEOUS! RIO’S 2021 JUNE 3. WEDDING COLLECTION

1. RIO PINK FLOYD ROSE 2. RIO WHITE ORNAMENTAL KALE 3. RIO HOT PINK RANUNCULUS 4. RIO ORANGE TINTED LIMONIUM 5. RIO DARK PURPLE STOCK

4.

5.

RIOROSES .COM 15 RIO ROSES SHOWCASES OUR NEW LISIANTHUS AT THE 2021 FLORAL DISTRIBUTION CONFERENCE

“Stronger together, better than ever” was the theme of this year’s WF&FSA Floral Distribution Conference, and it was certainly evident as so many floral wholesalers and suppliers came together for the first time in over a year. It was exciting to reconnect and celebrate how we are working together through these challenging times.

Rio Roses was proud to showcase some of our exceptional varieties: Rio Playa Blanca, Frutteto, and Lynn Roses, Rio White Delphinium, Rio Baby Spray Roses, Rio Anemones, Rio Ranunculus, and Rio Lilies.

We were particularly excited to introduce our new Rio Lisianthus, a premium Israeli lisianthus grown by Equiflor on our Costa Rican farm. Rio Lisianthus comes in multiple colors: blue, bicolor purple, green, yellow, pink, and white. We are also testing additional colors on our farm. We plan to offer this exquisite Rio Lisianthus in the coming weeks.

16 LIVRIO | JUNE 2021 RIOROSES.COM 17 Established in 1953, Tennessee Florist Supply, Inc. serves East Tennessee, Kentucky, North Carolina, South Carolina, West Virginia, and parts of Virginia. They feature a complete line of cut flowers and florist supplies PRODUCTS from quality vendors, sold exclusively Tennessee Florist Supply provides wholesale to their customers. the finest flowers, plants, floral supplies, and event décor to florists, Tennessee Florist Supply uses event planners, and other floral resources from around the world to professionals. They focus on each source product for events, weddings customer’s individual needs, with and holidays, as well as particular attention to every order. everyday occasions. FRESH FLOWERS They provide local delivery service Monday through Saturday from their Knoxville location. They also have FLOWERS & FOLIAGE locations in Bristol and Roanoke to extend their coverage area. FLORAL SUPPLIES

WHOLESALER SPOTLIGHT Their associate, Tennessee Wholesale Florist Supply in Chattanooga, was established in 1963 and serves CONTAINERS Southeast and Middle Tennessee, Alabama, and North Georgia. EVENT/WEDDING They also coordinate US shipping

through UPS, Federal Express, and other SEASONAL/HOLIDAY major carriers.

18 LIVRIO | JUNE 2021 BENEFITS

COLD CHAIN DRIVEN HIGH QUALITY CUT FLOWERS

•Professional premium-grade •Fresh cut flowers from the finest longer-lasting flowers farms around the world •Distribution and packing systems •Farm with to ensure quality leading suppliers •Sourcing from the very best •Hundreds of flowers by the farms with shared values bunch or box •Happy customers who •Seasonal, locally grown enjoy the flowers' cut flowers longer product •Growers are committed life to producing only the highest quality products

EXTENSIVE PRODUCT HIGHLY TRAINED SELECTION STAFF

• products •Educated and trained •Foliage and blooming plants team members •Hardgoods •An experienced team dedicated •Vast selection of premium silk flowers to supporting customers •Floral supplies, glass, and preservatives •Knowledgeable purchasing staff •Baskets, dried , and to source the best quality decorative accessories products worldwide •Specializing in event décor •A Sales team experienced in both retail and special event business models •Over 200 years of combined LOCATIONS industry experience TENNESSEE VIRGINIA

EVENT/WEDDING KNOXVILLE BRISTOL ROANOKE Phone: (865) 524-7451 Phone: (423) 968-1177 Phone: (540) 343-4461 www.tnfloristsupply.com www.tfsflowers.net www.tfsroanoke.com

Email: [email protected] RIOROSES.COM 19 RIO ROSES FROM

Danziger is proud to introduce their FOCAL SCOOP™ and their BON BON SCOOP™. VARIETY SPECIFICATIONS: COLOR: FOCAL SCOOP™ 8 different colors BON BON SCOOP™ 4 different colors DIAMETER: FOCAL SCOOP™ 8-10 cm BON BON SCOOP™ 6-9 cm STEM HEIGHT: FOCAL SCOOP™ 70-90 cm BON BON SCOOP™ 45-60 cm VASE LIFE: FOCAL SCOOP™

BREEDER’S CORNER 12+ days BON BON SCOOP™ 14+ days

FOCAL SCOOP™ & BON BON SCOOP™ FEATURES • Good resistance to shipping & handling issues • Wide range of colors to match each season/trend ADDITIONAL FEATURES FOR FOCAL SCOOP™ • Available year-round • New focal flowers with a diameter of 8-10cm • Long and strong pedicel with • Long vase life – over 12 days strong flower neck • No pollen shed ADDITIONAL FEATURES FOR BON BON SCOOP™ • Very attractive full and ball-shaped flowers • Longer vase life – over 14 days

20 L IVRIO | JUNE 2021 DANZIGER INTRODUCES NEW SCOOP SERIES With their richly colored heads of pincushion flowers, Scabiosa are firm favorites with arrangers. The new stronger-stemmed Scoop® series from Danziger comes in a wealth of colors and bi-colors, taking the flower world by storm.

Today the global cut flower industry wants rich textures, multi-petals, extra layers, intense colors, and “full appearance” flowers. To answer this need, Danziger introduced the Scoop® Scabiosa series. Breeders used new to reinvent this cottage favorite.

FOCAL SCOOP™ The Focal Scoop series is composed of a wide range of colors and textures. Its large 8–10cm diameter heads (regular Scoop has 4–6cm) and thicker stems provide a new option for the world of focal flowers.

BON BON SCOOP™ This amazing new series features full and ball-shaped flowers with long, thick, strong pedicels and no pollen shed. It lasts up to four days longer than other Scabiosa cultivars.

SCOOP® Answering the global trend of rich, cushion-style flowers, the Scoop series of Scabiosa features very versatile and richly colored flowers; they can be used in arrangements as closed and open blooms and even after the leaves have fallen.

We would like to hear your opinion on the selected variety provided by Danziger. Please send us an email to [email protected] and share your feedback!

RIOROSES.COM 21 By Emma Bradford, FloraLife UK As effusive as Mother Nature is in producing flowers of all shapes and colors, sometimes she needs a small helping hand to create the perfect bloom for the occasion. Whether it’s perfectly matching flowers to a bride’s color scheme or producing blue flowers to go into a patriotic red, white & blue arrangement, florists can rely on tinted flowers to save the day.

Tinted, colored, or dyed flowers as they are sometimes called can be made in several ways. The most common is by uptake. In this method, flowers are kept out of water for a period of time to make them thirsty. Then they are placed in a hydration solution which includes a colored dye. The flowers then uptake the dye through the xylem until it reaches the petals. Flowers tinted using this method often show signs of the color used throughout the stem and leaves, as well as the flowers.

Another method used to tint flowers is to dip the flower heads directly into a colored dye solution. Rather than being an uptake method, the flowers are tinted by coming into contact with the dye, meaning it can be performed more quickly. Both of these treatments are typically done prior to the flowers reaching the wholesaler or florist.

The last method of tinting flowers is by applying a water-based color spray onto the flowers. This can be done with ease at any florist shop and allows designers to quickly change any white flowers on hand into the color they desire. Working with dyed flowers is a little different Dyed flowers, as with any other cut flower, in a couple of ways and there are some require proper care and handling. For best things you should know and expect before results we recommend these care and you receive them. Some helpful hints for handling best practices: working with dyed flowers include: 1. Start with a clean bucket, sanitized with a 1. The water changing color is perfectly floral cleaner such as FloraLife® D.C.D.® Cleaner. normal, don’t worry. You will probably notice the water changing within a day or 2. Fill buckets with cool water mixed with so after processing. The stems contain dye flower food solution according to manufacturer’s so as they sit in water, it will likely change recommendation. Do not put flowers directly color. You do not need to change the water into metal/galvanized buckets. Use clean, or re-process. good quality water and do not use water that has been treated with a water softener 2. When placing in a container you might as the levels can be damaging to flowers. want to select something that isn’t clear so Use a dosing unit that is properly calibrated, the tinted water doesn’t show and you’ll or hand mix the solution according to label want to select a container that won’t be instructions. damaged by the tinted water. 3. Remove any foliage that would fall below 3. Expect the foliage of dyed flowers to be the solution level. slightly compromised versus flowers that are 100% natural. The and oils contained 4. Re-cut stems approximately 1” using in the dye often times burn the leaves clean and sanitized clippers or knife. Use ® slightly, the flower blooms however are FloraLife Quick Dip to jump-start hydration perfectly intact. and ensure free-flowing stems.

4. If your design includes dyed and natural 5. Place flowers in previously prepared flowers, the natural flowers may take on container. some of the tint once processed and placed 6. Allow minimum 2 hours to hydrate placing in the same water/solution as the dyed buckets in an area with good airflow. flowers. This can actually enhance the look of your overall design as the tint would be 7. Always remember FIFO (first in first out) subtle. when rotating flowers.

5. Be aware the dye can seep through the Regardless of how they have been colored, leaves. Always handle with care when tinted flowers require the same care and processing or putting on display and avoid attention as any other flower, so make sure contact with clothing or tablecloths as dye you treat them right! could transfer. Advise customers when they are purchasing so they can be sure to avoid Happy Independence Day! this also.

6. For many holidays such as Independence To learn more about care and handling Day, Easter, or even Valentine’s Day, designers from the flower care experts visit us at: will use picks in bouquets or arrangements. www.floralife.com Make sure that these are made of treated wood or plastic in order to avoid fungal bacterial growth in vase. COMMUNITY OUTREACH

Honoring our Veterans with a Gift of Roses for the South Florida VA Foundation for Research and The mission of the South Florida Veterans Affairs Foundation for Research and Education (SFVAFRE) is to improve the health and healthcare of Veterans and their families through medical research and education. This is vital work, as we must take care of those who have served our country.

We are always looking for ways to honor our veterans, so we were delighted to be able to deliver a gift of roses to the SFVAFRE. If we can help bring just a bit of joy to those who have sacrificed so much for us, we are proud to do so.

24 LIVRIO | JUNE 2021 ANNIVERSARIES + BIRTHDAYS

“Thank you for your years of dedication to our team. CLAUDIA MORA 06/04/2018 3 years You are terrifically tireless, RENE OJEDA 06/18/2018 3 years exceptionally excellent, and EMILIO MARTINEZ 06/29/2015 6 years abundantly appreciated.”

STEVE STEINBERG 06/01 Sr. Account Executive “Happy Birthday. May all AERLIM DIAZ 06/08 Chief Financial Officer your B-day wishes come MAYA SAGASTUME 06/17 Director of Marketing true on your special day.” ANNMARIE ZAMORA 06/27 Farm Sourcing Manager RICARDO SANGIO 06/27 Account Manager

RIOROSES.COM 25 THANKS FOR READING

SEE YOU NEXT MONTH

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