Money Magazine Says Florist Flowers Are Worth It

Splurge on flowers from a florist. That’s the message in an article in the September issue of Money Magazine that guides readers on whether to “save or splurge” on items ranging from televisions, to blinds to flowers.

The article quotes Amy Stewart, author of “Flower Confidential,” who says “Grocery stores and florists don’t generally sell the same quality of flowers, and they don’t handle them the same way.”

The article goes on to explain the economics behind that notion: “Because plants are their main source of revenue, florists are more likely to keep their inventory at the right temperature (near freezing is best), frequently change the water and periodically recut stems ... All these steps keep the blooms alive longer.” The article likewise warns against supermarket flowers that are placed adjacent to produce: “The fruit gives off ethylene, which wilts plants.”
--Kate Penn
kpenn@safnow.org  copied from SAF Wednesday News Brief

 HR Publication Recognizes SAF/FPO Study’s Benefits

The news about how flowers improve employee retention is getting in the hands of human resource directors.

Management-Issues, an online resource for management, leadership and human resources issues, reported in August: “Small things that can make a big difference can be as simple as putting flowers in the working environment … flowers enhance moods, social interaction and on-the-job creativity and productivity, with a demonstrable energizing effect on people at work.” The article, “The key to commitment,” focuses on a recent Harvard University study and is a direct result of the SAF/Flower Promotion Organization (FPO) Alliance.

Conducted by a team at Harvard University and Massachusetts General Hospital, the study found that workplace commitment is largely influenced by one’s sense of purpose, feeling of personal impact and overall trust in the organization. Productivity is largely affected by the quality of human relationships including cooperative, social group moods and interaction.

The SAF/FPO Alliance launched the public relations campaign promoting the Workplace study’s results in mid-July to put the flower message into the context of everyday news. Nancy Etcoff, Ph.D., the study’s lead researcher, and business strategist Courtney Anderson, J.D., M.B.A., are SAF/FPO Workplace campaign spokespeople. More news coverage in HR and management media about the study is expected.

Consumers and the media can read about the study on SAF’s consumer Web site directly at http://aboutflowers.com/employee_wellbeing.htm.

The Workplace PR program is the second collective effort by the Alliance, formed in 2006. The first, the Home Ecology of Flowers Study and PR program, launched in October 2006 and has generated nearly 157 million consumer impressions to date. The coverage includes newspaper, TV and radio stories in 23 local markets nationwide and placements in nine national magazines such as AARP, Family Circle, Good Housekeeping, Health and Reader’s Digest. A second campaign promoting the Home Ecology Study is set to launch in October.

Spread flower news to local media to generate publicity for your shop. For press releases, visit http://www.safnow.org/customizable_press_releases.