- November 21
Floral Fundamentals — a platform for growers, suppliers and florists — has launched. Following intensive discussions, a group of like-minded professionals from different backgrounds agreed that the various segments of the flower chain needed help to communicate and to break down barriers.
Founder Alison Bradley says, “The advent of supermarket pricing policies has caused major issues not only for florists but for growers too. We agreed to take a radical approach, establishing a platform where growers and suppliers could communicate with florists and where florists could ask them direct questions and learn more.”
Florists will be able to subscribe to connect directly with their growers and suppliers. Floral Fundamentals will aim to show practical, commercial ideas that will give florists a design edge over supermarket products. In turn, growers can ask for feedback about their flowers, plants and new developments, in the hope that florists will then be able to ensure that they use professional growers, supplying excellent flowers. In certain cases, growers will ensure that these products will not be available via supermarkets or chain stores.
The concept was explained to a group of European florists who volunteered to take part in the first photo-shoot and presentation, held at Anco Pure Vanda in The Netherlands following the Dutch trade fairs.
Growers were invited to see the florists at work using their products and were able to chat with them as they worked, learning from one another. The outcome was that 35 growers and five sundry suppliers contributed to the formation of the project.
Alison adds, “The project also aims to increase consumer-facing media coverage of the benefits of flowers and to take ‘The Story’ behind growers and florists into the public domain, whilst ensuring that florists share ‘The Story’ behind their flowers with their customers. In a trial at a florist shop in Germany this has proven to increase repeat business.
“Plus, Floral Fundamentals launched their Facebook on 14th November and within 3 days had in excess of 4,000 Likes!”