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april 2007  vol.20 • no.4

Committed to providing information and strategies to help sell more product, enhance business efficiency, and increase profits for supermarket and mass-market florists.

Build your wedding business
Florists reveal their strategies for satisfying those toughest of clients: brides.
by Monica Humbard

Investment in floral pays off
Pete’s County Market sees a big jump in sales after expanding department, products and services.
by Cynthia L. McGowan

Be your customers’ blooming plant expert
Find out what will keep shoppers coming back to your department.
by Cynthia L. McGowan

Today’s modern mom
What you need to know about your Mother’s Day customers.

Mother’s Day quiz
Test your knowledge of holiday history and present-day statistics.

California and Florida: industry powerhouses
Nation’s leading floriculture states dominate by adapting to new trends.
by Morgan Chilson

Time to enter
The deadline for the “Merchandising Award of Excellence” contest is approaching.

Six months out: time to order
Make your department party central for those gearing up for this fun holiday.



April 2007


Your “wow” moments

Merchandising ideas and planning tips

industry talk
Wilja Happe, chairman of the board of the California Cut Flower Commission (CCFC)

merchandising merit
Catering to the kid in all of us

hot options
New blooming plants

workbench basics
pot wrapping 101

cut flower of the month

blooming plant of the month

foliage plant of the month
Begonia rex

"merchandising award of excellence” entry form

bulletin board

new products


ad index / editorial source guide

pam’s journal
Online resources

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