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Terry Johnson
Floral Expert
Floral's place in upscale store formats
By Terry Johnson
Supermarkets are increasingly designing their stores to be a "destination" for consumers, and to make the shoppers' experiences pleasant by having departments such as deli, meat, fish, and produce stocked with products of great value and high margins.
The floral department also has a huge opportunity to cash in on this strategy, but only if floral increases their focus on the basic fundamental product they sell; fresh flowers. Unlike any of those other perishable departments mentioned, flowers currently being imported from South America (as much as 80% of all flowers sold) are not being properly cooled from farms to their srrival in Miami, resulting in the loss of as much as half of the vase life potential for consumers.
Much has been written and talked about on this issue, and much more will be. But talking isn't enough. If floral is going to carry its weight along with those other perishable departments, senior floral management will have to begin to insist that the cool chain be followed. Can you imaging a VP of meat not being concerned about meat being properly cooled? Granted, consumers don't eat flowers, but if consumers are only getting half the flower vase life that they should be getting because of breaks in the cool chain, it is unlikely that floral departments will be able to grow consumer satisfaction with flowers.
Want to Know Something About Care and Handling of Fresh Floral?
GREAT WEBSITE
The Flowers & Plants Association was formed in 1984. They are the UK's promotional organization for all commercially grown cut flowers and indoor plants.
The Flowers for Kids project allows for a class of 4th to 6th graders to learn about cut flowers, where they come from, how to care for them, and how to make a bouquet. Of course, they also get to keep whatever they make - about $30 worth of fresh flowers per student to take home and give to their family or friends.
Terry Johnson of Horticultural Marketing Resources is a speaker, writer and consultant to the floral industry. His expert services are available through RonProCon.
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This Website is designed and maintained By Ron Pelger - RonProCon
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