“We plant and flower breeders have the ability to control things that excite people,” said researcher David G. Clark at the opening of the Pest & Production Management Conference in Orlando, FL, in mid-February.

The University of Florida researcher was talking about the market potential for flowers and plant varieties cultivated for key consumer groups.

Research documenting the power of flowers is still going strong five years later. It got some powerful exposure in a popular women’s fashion magazine, which has an audited paid circulation of 1.7 million readers. In its January 2012 issue, InStyle magazine included “Surround yourself with flowers” on a checklist of tips to improve health and state of mind.

The American Nursery & Landscape Association and OFA, the Association of Horticulture Professionals (formerly the Ohio Florists Association), are launching a joint venture that will initially focus on business education and advocacy.

In a news release announcing the move, the two groups said the concept for it developed from a working group of elected leaders of the two organizations and could lead to a merger in several years that would form “a new, single premier horticulture organization serving North America.”

The only comprehensive annual survey of production for the U.S. floriculture industry is underway, continuing through March 31 in the 15 states with significant floral, foliage or plant crops, the U.S. Department of Agriculture has announced.

The USDA study, called the 2011 Commercial Floriculture Survey, will ask for production statistics from about 10,000 commercial growers that produced and sold at least $10,000 worth of certain floriculture crops to wholesalers or retailers last year.

While a dozen red roses and rose bouquets no doubt remained the most popular Valentine’s Day floral purchase, some surprise bestsellers and adept promotions sparked sales.

At Hy-Vee stores, a cash-and-carry, roses-only bouquet at $18.88 was popular due to its price, Cindy Sulzman, assistant vice president for floral operations, observed.