“ A customer is only going to pay for what they perceive as value; the rest is waste.”
Matt Gold, president of Gold Hill Nursery in Hillsboro OR
Today’s consumers are info-starved and don’t have a minute to spare. If your employee can’t confidently answer their question, Google is punched into a smart phone faster than you can say, “let me find out for you.” Failure is not an option. Consumers want to know how to make their flower purchase last. Product failure is the kiss of death for (repeat) flower sales so training is tantamount to winning sustainable sales. Personnel is your starting point. Here is some information on flowers that your personnel should know!
FAQs all floral employees should be able to answer:
1. Where are these flowers grown?
2. How do they keep them fresh from Colombia to my home?
3. How long will they last?
4. How do I take care of it once I get home?
5. Does that little food packet make a difference?
6. Can I use the petals in my salad and sprinkled on the icing of my cupcakes for color?
1. 85% of all commercial flowers enjoyed by US consumers are grown in Colombia and Ecuador
2. Strict protocols from point of harvest through transit ensure freshness. At harvest, stems are treated in special solutions to hydrate, then cooled to reduce dehydration. Finally bunches are carefully packed to prevent mechanical damage. On US arrival, exacting temperature management minimizes rate of respiration to conserve energy for the vase stage.
3. Every variety within a genus has its own genetically-coded vase life. Lilies and Carnations easily last 12–15 days. Roses last between 5-7 days.
4. Mix entire 10g flower food packet with 1 quart of cold water. Fill a clean vase half full with food solution. Cut 1+ inch off each stem. Immediately place stems in vase. Keep foliage above water level. Use remaining flower food solution to top-up as blooms drink the solution. Do not add water or ice–it dilutes the formula, rendering it useless. Flower food flows into and nourishes stems for 5-7 days.
5. Flower food gives 50% longer vase life vs. plain water.
6. Commercially grown cut flower petals are not safe to eat or use as decorations on/in food