FEATURES
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
STORE PROFILE
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
PLANNING AHEAD:
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
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January 2007
Departments
perspective
The customer as friend
calendar
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
Liatris
blooming plant of the month
Gloxinia
bulletin board
new products
classifieds
"merchandising award of excellence” entry form
ad index / editorial source
guide
pam’s journal
Make a difference
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