Find refreshment in midst of marathon
Find refreshment in midst of marathon
Running a floral department can sometimes feel like running a marathon. You start the year in January “carbo-loading” and warming up for the year’s business and quickly find yourself climbing a hill for Valentine’s Day. After mid-February you relax on the downhill path of March and then back up an even steeper hill for several spring holidays in April and May. You may “hit the wall” of floral fatigue after Mother’s Day and wonder if you have the energy to make it through Memorial Day. You feel exhausted — you need rest and maybe even a long vacation.
By the time you’ve finished with May, you’ve done about two-thirds of your floral business for the year. But the end of May is not the end of the race — you still have seven months of profit-making potential remaining.
We hope to keep you on the race leader board at Floral Marketing in The Produce News by sharing news, ideas and information that encourages and reinvigorates you on your journey.
This month Sue DeMuth writes about ways to give you a competitive edge by increasing floral sales aimed at grads, dads and garden parties. We also spotlight the May flower of the month, lisianthus, showcase a new hardgoods product, talk about wedding floral trends and share a couple of inspirational stories.
If you need to take a break and
refuel after the demanding spring holidays, consider attending one of the many trade shows, conventions and expos on the horizon. In this issue we highlight the June IFE in New Orleans, the June SAF mini-conference in Chicago, the June FNGLA convention in Florida, the July AIFD symposium in Chicago and the July FPFC SoCal Expo in Anaheim. If you feel like traveling further away, we also talk about the fast-growing June IFTEX in Kenya. Each of these events offers an opportunity to network with peers, learn new things and re-energize you for the remainder of the race.
Once again, I invite you to share with us your comments and ideas and please return in June for more news and views of the floral industry as the second half of the race begins.
Richard Lutes is the floral editor and floral sales manager of The Produce News. He can be contacted at 763/595-9559 or [email protected].