Question is, WHAT, if anything, can be done about it? AND no Hopeful...its not all about the cold chain.
It might not be ALL about the cold chain but ,certainly, disregarding it (while claiming full compliance) explains most of the problems. Denial rates second.
Shrinking consumer base and following price/margin decreases resulted out of consumer´s discontent due to short vase life vs cost.
Failure to solve the above while business was growing precluded a culture of self consumption to develop.
The ratio of VD vs any other day sales grew bigger.Not a problem if in the nuts&bolts business but a nightmare when dealing with farm grown perishables that depend on a limited infrastructure.This might be at the core against growing year around consumption.
Lack of sufficient cold chain in regular days turns into a hot chain during holidays and very little if any vaselife available to consumers, while they have to pay the highest prices.Why should they buy flowers again?
Not even cost reduction alone ,through supermarkets,has helped substantially to develop self consumption.
With regard to WHAT to do,that has a short answer:
first, just handle flowers properly and consistently,as any other perishable.
Second, copy the UK model:
-enforce proper handling(from farm to shelf),
-provide a motivation to try(guarantee and usual price)
-add an impulse to buy(direct advertising to householders)
That model took UK to sell as many flowers as all USA, with just a fraction of it population,after less than 10 years.