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january 2007  vol.20 • no.1

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


The state of the industry
Industry expert Stan Pohmer offers his exclusive annual analysis of the challenges facing the floral sector in the year ahead.

Rainbow of roses
See more than three dozen of the varied new hues breeders have created for the marketplace.
by Amy Bauer

Five steps to long-lasting roses
Follow these tips to guarantee your holiday flowers exceed customers’ expectations.
by Terril A. Nell, Ph.D., AAF; Ria T. Leonard; and Andrew J. Macnish, Ph.D.

Valentine’s Day displays
Get ideas from these outstanding “Merchandising Award of Excellence” contest entries.
by Cynthia L. McGowan


Coborn’s: Red-hot promotions
Teaming up with firefighters on Valentine’s Day is just one way this floral department attracts customers.
by Cynthia L. McGowan

A new way to sell plants
Grower/breeder team launches a program to stimulate growth in the blooming plant category.
by Monica Humbard

Fresh Summit’s floral focus
PMA offers opportunities to meet and learn in San Diego.
by Cynthia L. McGowan

Ecuador’s best
La Flor de Ecuador, Agriflor 2006, showcases the country’s cut flowers.
by Cynthia L. McGowan


Holiday planner 2007
Turn often-overlooked promotions into proven winners.
by Amy Bauer

The 21st-century poinsettias
New styles upgrade the traditional holiday plant, raising the potential for increased profit margin.
by Monica Humbard

January 2007


The customer as friend

Merchandising ideas and planning tips

industry talk
Jennifer Sparks, vice president of marketing for the Society of American Florists (SAF)

merchandising merit
Wild about roses

hot options
Valentine’s Day balloons

workbench basics
Beyond bud vases

cut flower of the month

blooming plant of the month

bulletin board

new products


"merchandising award of excellence” entry form

ad index / editorial source guide

pam’s journal
Make a difference

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