' to have tVm at theHi /tog" "w-oierfor

ntial, "ne added, butisplays are the bestthem to the buying

/s identify the pro-md sign the flowersther in bunches or

he advised,said that local

ay a major role innt program and, asing suggestion, heloral preservativenade available to

cil Inc.

'am

• receive and use

hat join FPC willization to use the

rIFP logo for one•encouraged to in-s" logo into thetbegfaU merchan-

.•^Diey can promote

the distribution

of the FIFP mer-Ochfindising kits

through the useVektAheir retailer\ dj&jop program orvy developing a

^^remium offer"program.7-^Trade associa-/•«tr^ns arealso en-Qjouraged to pro-\ nTDte the sales of>iti« merchandising kit as a

Benefit to theirmembership.

Elements ofthe merchandising kit include: a100-inch by 42-

ner, with the FPC>go, regionalized ';tore and windowice cards to placeints and merchan-sing and publicityles do-it-yourselfiformation such asand logo sheets,s and a list of na-

age 2iage2je7

"Wholesalers know the marketworldwide, offer strong buyingpower of flowers and are better attuned to finding the best qualityavailable," he noted. In addition.Continued on page 5

Panel speakers included, from left: JanVan Burenand Albert Heijn.Ahold N.V., Zaandam, the Netherlands; Gerrit Hogewoning, president of the Association of Flower Auctions, the Hague, theNetherlands; Tom Lavagetto, Horticulture Manager, Jewel FoodStores, Melrose Park, IL; Harrison Kennicott III, Konnicott Bros. Co.,Chicago, IL; and Jack Van Namen, Vans Inc.. Aisip, IL.

Buyers should judge qualitywhen buying for supermarkets

by Lou Berninger, Extension Horticulturist/Floriculture, Department of Horticulture, University ofWisconsin, Madison, WI. Special toFloral Mass Marketing.

Price should not dominate theconcerns of supermarket buyerswhen dealing with so perishable aproduct as fresh flowers. An emphasis on acquiring flowers at thelowest possible price will inevitably lead to shipment of somedistressed materials. This type ofproduct, regardless of the caregiven at the retail level, will lead toheavy shrink and dissatisfiedconsumers.

Management should not attemptto merchandise fresh flowersunless committed to a policy ofhandling only reasonable if notpremium quality material. Theemphasis here is not largely onsize in terms of stem length andflower diameter. Rather, it shouldbe on the procurement of fresh products that have been harvested attheir proper time and handled using all the resources of moderntechnology to maximize shelf life.

Gladiolus are bunched in units of

10. This crop is harvested when thelowest bud is just starting to showa touch of color. Some conditioningwill be required to open a numberof buds when the blooms have beenshipped directly from Florida andCalifornia to retail stores. Thewholesale florist most often

handles the conditioning processfor this and other crops when merchandise moves through theiroutlets.

There are two types of gladiolusproduced by growers largely concentrated in Southern Florida andSouthern California. We still havea small number of growers in otherareas of the country producingfresh flowers from mid to late summer. Standard gladiolus have beensorted into the following grades.

The stem has to be strong enoughto hold the spike in an upright position. Foliage does not capture verymuch attention. This product hasgenerally been associated withfloral arrangements seen infuneral homes. It provides goodbackground color for a floral arrangement and helps the designerestablish the form or outline of thedesign.

A NON-TRADITIONAL

RETAIL VIEWPOINT

LOU

BERNTlSTGER

A somewhat newer type ofgladiolus has started to capture theattention of consumers and producers. This is commonly called aminiature gladiolus. The stemlength is much shorter than thestandard type generally runningfrom 18 to 24 inches. Flower count

and size of floret also is smallerthan the traditional product. Thisitem should have great appeal forthe home market. It lends itself

well in to environment and should

not bear the same stigma as themore traditional product in termsof its label as a funeral bloom.

Producers have had some dif

ficulty gaining acceptance of theminiature glad from traditional

© 1983 Central Flower News, Inc.

retail florists. The somewhat

shorter product costs as much toproduce as the long stemmedflower. Many retailers seem tofocus attention on stem and spikelength when placing a monitaryvalue on the item. One does need atall stem when constructing largefloral designs. There is a naturaltendency to either reject shorterstems or place a lower value on thematerial since more stems may berequired to fill-out a design.

A number of crops are producedfrom bulbs. We typically associatethese items with Holland sincebulbs have been primarily produced in that area of the world. The

Continued on page 3/

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Judge qualitywhen buying.

of tnups,freesia is quite highfriiiyr. especially inthis c—fay. Con-

far erarhnk*

12 tonps a year into a fraction of one bloom

only two blooms

is.

of these

producers ofspring flowers scattered

the coontry, especiallytier of states. Oat-

iare producedCoast and also come

preferenceoverly inaliae 'bloom,

icontrast to European

generally:a tnbp that has only a

of its final enter. The petalsto onfmi with the

tight and;a great deal of green. Tins

last many more dayswtp»^» «•• ri'—»|» the

lof a product with an excep-me span. The pro-

:of fatly cukaed and par-nahy opened tnbp blooms doesresult hi a product that will onlylast a very few days in a typical in

to that of

to the daffodil

be

sflwppcd HI IflC SD~Igome neckstage. The petals

lightly togethera aodest amount of

of

M not wide open flowers do

itbe

or tnbp. has alreadyits final stage of devetop-

rdatrrery ht-

a very popular itemThe modified

its; a number

iw9 open in a fashiona ajteateaw; spike. The

to the main stem

first and should be at fuD

when purchased by theAgate, we have had a

to market over mature

resnhtog te consumersbeteg daaafisfied with the shelf lifeof the product.

Twfips. daftorHs and freesias aregeaerahy boncfaed in units of 10. A

New insecticideMEW YORK, NY—Grow Group tec.

Spray®, a housoptent teoocttohteteRteky bo marketed inlawmtera m

The formulation contains

of am kino, and chowtaQ loon contact, for mora in

formation, contact Grow Grouphux. Pan Am Buadtom, Now York,NYMatT. -J' •'---.. --•

mm

FLORAL MASS MARKETING

Kearns electednew president of NHiCHICAGO, IL — Jerry Kearns,

decisive vice pn aTdeat of EagleAffiliates, has been elected presi-

^ammt ixlyuL He

Pnmp D.ecutive vice pujadtut ofIfiDerOock Co-

Other NHMA officers elected atthe AprilRobert Mariani, viceand Carl G.

TheNHMA'si

tee is made np of its

products division of Andlog Corp.

Re-elected for second btwins as directors were

Heller, president of HeOeInc.; Mike Kempster, vident of sales and mark

Wcber-Stimht n ProductsRonald A. I

was re-appointed managitorand secretaryoftheNJ

The association's boardtors also voted a six pereeof extnbit fees to all exhthe January lac

*•* Hon *i^i—«•> the NHMAof SeVfar Inc. was «f returning a portion o

elected to a three-year term on the fees to a&exhibitors stooNHMA board, sncceedtog Richard houatnaiui show 'in 193P. EBwood, vice president ami total of more than ft*general manager of the consumer * date. •

Offers newminiatures sectionat sho*

CHICAGO. IL — A new Macba Market wffl provkmK he in- first time a numatures

troduced at the Chicago Craft- complete with its own banHobby. Industry Show, te be held tjfytog it as a placewber

Jw£«!f5to2!L^f ZJSSlS wfflaec<Mjy «*•*»*«dSseMarthere. i'Z'-tSr •

In addition to the craft extnbits. For more information,ajajttahmm and aah • —Hall Macba Market, P.O. BMs, show Mmetete ami senamarx. Zanesvifle,QH437al.; --

. ,<.&a?sc4fe•:••;•:• ••:

Departmenter

m the luuc helping wucunt theStigmaat a nredoet with"an excep-

hw* spaa. The pro-.of fufly coiared and par-

"•* -*• atypical iw-

type of product, whether it beor ratio, has already

oftheprodact-with the sbelf life

and freesias are

anils of 10. Aftiiui ofl hntiany

it ex-

that these crops -

adversely aflrrtand: wfll notother dowers

together in the

•tz.

stabce are twom popularity

iyear_ The statice crop adds agreat deal of life to a mixed bunchof fresh flowers. The yellow andpnrple colors are particularlynsefnl when displayed with other

This crop lasts a:of time in both the

;dried stage- Daisies are••a dye:

of

of

florets, starting at thewill be open at

This crap, alongis cmimionly

of It) or 12 stems.

of the latter crop

with a paper or aThe farmer crop

receives less care andelement of abuse.

Inc Pw Am Buidhf,

NY-MM7.

New Tot*,

its,and mnHt1

sprriaK•acna stanec, f <

ZanesviDe, OH 43701

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....is: •,v ;.; ,

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^^ featuring'Picture-Perfectflowers & foliage

Corp.

NORTH HOLLYWOOD. MPS. COc

P.O. Bos 302

(2*3) 785-01'

7121 Av

Judge qualitywhen buyingContinued from page3especially in packaging for ship-ment from the grower towholesaler or retailer. One can anticipate some bruising of petalsand breaking or loss of brittleleaves. Stock are generallyharvested with the stem runningsome 18 inches in length. One simplybuysaspecified number of bunches from a middle manor cases ofstock from the producerrshipper.

Snapdragons vary frombunchtobunch in terms of both stem andspike length. Normally,, materialwithin the bunch is reasonablyuniform. Cultural conditions determine the quality of the crop with asingle stem program generallyproviding premium material incontrast to a plant allowed to produce several branches. The lattergenerally produces a somewhatless stocky, shorter stem andfeaturing a small to modest—sizedspike.

Snaps must be stored in anupright position. The spike orflower head always will bend upwards when initially placed In ahorizontal position. -

The iris crop is generally bunched in units of 10. The product isharvested in the tight bud stagewith some color showing. Theflower should he^oearopen at timeof sale. - ? •- '

The absence of uniform gradesand standards for fresh flowercrops in combination with theperishability factor makes It imperative that buyers develop aclose working relationship withsuppliers. Local wholesaleroperators generally have thefacUities and knowledge to apply 'modern technology in helping.;maximize shelf life of fresh aowerproducts. This service, if fully implemented bytho*ffacar or; -wholesalerwill be morethaaithe service charge added to mclaiddown pricefor the commodity.The seller must understand thespecific needs of the supermarketbuyer. He must also understandthe retail organization's need forquality products to. mamtain Itsimage, ^': ?0$$>& ;•_' '••..-

The flower industry has notmade it easy for supermarketbuyers to procure fresh flowerswith a great deal of confidence.Hopefully, the tide is turning withall parties recognizing the need tohandle only good quality materialand togravitate inthedirection ofa uniform language found meaningful tobothbuyerandseller.

Part 11 of a two part series.

Display pestcontrol productTw^<minn_OH—J.T.Catui—<ro m» I— IwUnrtonert i»TWmSBURQ, OH — J-T

now floor

tar SnC**tUf packages, Hsnowost postthat the product involves no

Foinonhfono-OH

WHOLESALE WICKER IMPORTS93 Bridge Street. P.O. Box 1263

Lowell. MA 01853

(617)453-9002Our Baskets s

JnShet asset

:us:s"*ers .'•ra: tney want

••' ;'

ArettSales ai

NEW ROCHELLE, NY -Sales Corp., a lawn and gsupplies distributor, hag reexpanded its promotional ciprogram to include four se;sizes.

With each circular, the deidividualizes certain pages vstore name and featured pnArett Sales provides stjpages for theremainder ofttents. The result is a cusfccircular similar to those uthe mass merchandiser.

Distribution of the salcuiars 18 handled by the"Some make them availabIn their store, others paythem inserted in local newsdelivered door-to-door orthe mall, or placed on cashields in parking lots,"Librett, who supervises tgram by coordinatingwith dealers, said.

Arett Sales supplies bducts and merchandisingprograms to independent 1garden centers througeastern states. The prognof several merchandisingArett Sales provides to aindependent dealer in awith mass merchandise]share of the market.

Arett Sales assumes p;cost of developing the £cuiars and printing, whilare charged per copy witidepending upon the sizsales circular, number iand any special servicesbe required. '

FOLIAGEPLANTS

& PX>. Box 1487, Carl

IBUY DIRECT ^ SAATTENTION: AH Buyers-Supermarkets, Discount Stoi

GalSeri^nters...DIRECT FACTORY to YOU...NewrEL DtoplaVWitti Order of Boxes...WRITE forFH

NAJso Dogwood Birch Branches atSpecial?v; •• •*

MATAIE WOODEN FLOWERS

Jj Wm.

69-09 WoodTe