Floral Update: Where is the Summer Holiday?

August 28, 2023

By Debbie Zoellick, IFPA Director of Floral Programs

Well, July and August have gone by already…wouldn’t it have been great if we had a new floral holiday in there somewhere that brought happiness to someone right smack in the middle of the summer?  I would love to hear from you if you have any ideas of what that might be. 

Maybe a two-for? With two bouquets in one sleeve for the price of one or Mood Brightener Bouquet that is at least 1/3 yellow? Perhaps, we could try a Black Bucket Friday?  Where specific black bucket product is 25% off. What ideas do you have that we can get behind as an industry and start getting out there in front of consumers so their engagement grows a little bit (or a lot) every year? 

We create the surplus for the growers, let’s get together and think about a way to move it for extra sales for everybody.  Or should we join forces with WF&FSA and Flower Movement Awareness Week in August-   Or SAF Petal it Forward in October?   Our Floral Council meets in October, and I would love to bring forward an idea from every company that we can vote on as a group to drive our 2024 Action Plan. Email me your ideas, and we’ll get it in front of the volunteer group! DZoellick@freshproduce.com

And speaking of boxes, well okay we weren’t but we are now…I want to tell you a story. 

Having one standard size box for the industry, for dry pack, is one of the smartest ideas that someone has had.  (Honestly, I wish I had thought about it, but I didn’t.)   Speaking from experience though, we asked around and found most were using one particular size, so we asked some more questions and found out it held more on a pallet so could actually fit more on a truck which actually fit more successfully on a plane and - wouldn’t you know - it actually fits more in the box per cube.   Everyone saves! 

Oh, there were some naysayers (you know who you are) with the “my box is the most efficient box ever” and “my box is the best for my product.”   When it came down to it, these same naysayers came back to me to change the pack of their dry box because they actually fit more into it per cube.  This saved them money because they needed fewer boxes to get the same amount of product to their buyers in the US or elsewhere. I want to thank those of you who, even if you were reluctant, were open to trying something new that was both more efficient and sustainable.

The uniform sized box also saves the grower from needing 52 bazillion different size boxes in storage for each of the retailers or for different kinds of products. Best of all, it saves the retailer when they have the most efficient pack so it is more profitable.  This one simple box 38.19” L x 18.9” W x 8.27” H or half box or quarter box using these same overall length and height was a Win/Win for all. 

End of Story. Don’t you love it when a story has a happy ending?

Long story short: use the box. It’s efficient, sustainable, and more profitable for all.

In addition to simplifying our boxes, there’s also a great way to simplify your POS data. Why is that important? The more universal our data, the more that we know about consumer trends and behaviors. This information can be used to anticipate consumer needs, predict trends, and communicate better between buyers, suppliers, and all the people along the floral supply chain.

Linked in this article, is the excel sheet download to collect your POS data.  There is no coding necessary, just fill in the data, add photos of your products and get it to your company’s data representative -either Nielsen or Circana-IRI.

While we’re talking about how to advance your company, let’s not forget how important it is to advance your staff.

The International Fresh Produce Association is committed to empowering people who can lead from wherever they are – in their current roles and the roles they aspire to. The Leadership Path offers progressive leadership development programs – from entry-level staff to next-gen leaders to the C-suite. Three of nearly a dozen programs opened in early June for applications. Others open later this year or are on-demand online.

Offered throughout the year, the programs combine online and in-person options to suit company needs. Applications for three programs opened June 5:   

Management Fundamentals: This online, three-part program prepares early- and mid-career staff to lead from their current seat. In collaboration with the University of Arizona, these three courses deliver a foundational understanding of leadership, management and financial skills.

Emerging Leaders Program: Offered in person, ELP invests in rising stars to create a pipeline of qualified leaders. The weeklong program prepares high-potential staffers to embrace responsibility and handle leadership challenges. This 40-seat program, Dec. 3-7, 2023, in Tucson, AZ, builds leadership skills and peer relationships.

Leadership Program: This yearlong, immersive leadership journey for mid-level staffers develops essential leadership and business skills tailored to the produce and floral industries. The 12 participants establish career-long relationships, deepen industry insights and learn to lead through connections, advocacy, and communications.

You can learn more about all of the development opportunities on The Leadership Path page.

In addition to our talent development opportunities, we also have a number of signature events that you all know of by now. One I really want to stress is The Washington Conference. If you’ve never thought of it before, I highly recommend you attending. There are major decisions being made at the federal level that will impact floral and the way we do business.

I am going.  Will I see you there? 

If you are growing flowers in Ecuador, or buy flowers from Ecuador, you should be there.

Floral Update: Where is the Summer Holiday?

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