Suggestions for Action

[hopeful]

Based on previous postings of many individual posters, I am listing several steps that could be taken to solve many of the industries current problems.

1. Determine a set of standards for maintaining flower quality by each segment: grower, transportation, importer, wholesaler, retail florist, supermarket.

2. Determine a set of standards for maintaining flower quality at each handoff (ie: grower to airport, etc.)

3. Develop a plan explaining the problems of the old model of floriculture and the solutions and benefits of a new model.

4. Develop a certification program using a retail florist/supermarket-driven (market driven) mechanism.

5. Organize an industry-wide forum to discuss the above. Invite anyone and everyone from each segment to participate.

6. Organize a united trade association representing the interests of ALL industry segments. This organization could oversee the certification process.

[ozflower]

Also remember Flower People like to have a good laugh sometimes so hopeful you have to show us a bit about you.

[Ronin]

Hopeful, though others may not agree with you...I think you are on the right track....and one day when I have more energy I will follow up more extensively on your ideas.

[Knifeblade]

Way, way, way more energy...and hopefully you plan to live a very long life.

[sucker]

Hopeful, your plan is quite comprehensive.

I have no doubts about the fact that the old model was already exhausted some years ago.

There is plenty of room to grow in USA, just comparing consumption of Americans vs Europeans.
Instead, prices are lower than years ago. Some importnt things must be wrong, even if a few or several individuals still do fine.

For the benefit of all of us and better yet of the industry, I wish you would compile and/or expose what you think is the essence of point 3: old model problems versus new model benefits.

Yours is true leadership,often times oposite to popularity.

[Ronin]

Sucker is right, popular does not equal right.  Political candidates are living proof of this axiom.

[ozflower]

Process, procedure, implementation, strategy master plan, that's all great but first you have to set some common beliefs.
You have to define principles of excellence.
For me whatever great ideas and strategy we come up too, PEOPLE is the key force. People with common belief striving for excellence.
What this industry needs is an attitude standard, more humanly approach considering people as the key force. Measure consumer satisfaction and not dollar. Measure how happy your people are working for you. Measure how happy your suppliers and customers are dealing with you, working thought he rough week.

[hopeful]

Ozflower,  Your point is good. We need to change people's attitudes in this country's floral industry. That's what our leaders should have been doing years ago.  But I believe that the only way to develop a more pervasive attitude of excellence is to FIRST provide a structure that supports, encourages and rewards excellence within the framework. I remain....Hopeful

[Knifeblade]

Do we really believe that the smaller consumption of North Americans vs. Europeans is mainly because of quality?

All joking aside I do agree with hopeful to some degree but truly believe also that the lack of American consumption in mainly because, people just don't think about flowers.

I think the greatest way to increase business is to start by getting people to bring flowers home for no reason at all.

Once people start doing so, then I believe quality product will prevail.

[Williee Armellini]

I agree, Should we be able to increase demand, the quality would improve on its own, at least until every county with dirt started planting too much again

[ozflower]

No I think it is cultural habits. When you go out to have dinner with some friends what do you bring ? Beer ?Wine?
Europe it is flowers. Does woman buy flowers for their man or for themselves in the US?

[hopeful]

Knifeblade, Maybe it would be helpful to look at our sister industry, the nursery industry.  People are buying flowers for their gardens in record numbers and have for years. Gardening is the number one leisure activity!  The difference between inside and outside flowers is that outside flowers don't have a quality issue. If not, people would buy flowers for their garden, have a negative experience and stop gardening. People are exposed to flowers EVERY DAY. Our problem is that people have been exposed to flowers TOO MUCH! Every consumer (just ask them!) has a negative flower story! You can't increase consumption (except temporarily) by convincing people to buy more flowers as long as they only last a couple of days.
But if flowers DID last longer, they would sell themselves.H

[Knifeblade]

Exactly, cultural habits is dead on!

Now we're on to something...how can we change cultural habits?

[Williee Armellini]

I doubt that we can in our lifetime ( on second though I plan on living a long time so maybe we can). But promotion and science are the answer

[hopeful]

Why would we want to change our culture!!! We have the greatest culture in the world!! It's the envy of everyone, especially the Euros! They ALL want to be like us (but would never admit it.) No, The Euros have something else that we don't have: consistent flower quality at the point of sale. If we could figure out how to correct our quality problems we would blow Europes consumption rates out of the water, just like we've done with everything else. We have the greatest market in the world!  Let's take advantage of THAT. Forget trying to change consumers. Let's change for them!!