The board of directors of Florists for Change Inc. (FFCI) met in Denver June 3 – 4, 2012 to further define and refine the mission of the organization and to discuss how to give value to current and future membership.
The mission statement of FFCI states that the organization is dedicated to improving the economics of the retail florist by encouraging industry advertising, providing exceptional consumer value, and promoting equitable trading among florists. The board has now added a second part to this mission statement, as follows:
“FFCI considers the florist-to-florist exchange of same-day delivered orders an essential part of a healthy retail florist industry. Further, FFCI encourages the use of FFCI members, regardless of the mode of transmission necessary, to accomplish the exchange of these orders.”
The board created standards to define FFCI’s florist members. These standards will be included in the membership bylaws and are as follows:
· Physical retail storefront offering floral products and services
· Resale/sellers certificate or similar state business license
· Actual same-day delivery of inventory/product to advertised area
· Website and all other published advertising must include physical address and phone number
A new “Supporter” category was created by the board for wholesalers and other industry providers who would like to assist FFCI in ways other than financially. A company who promotes FFCI by making membership forms available, displaying an FFCI banner or decal at their place of business, including a link to FFCI’s website on their website or hosting an FFCI meeting or event will have their company name and a link to their website on a list of Supporters on the FFCI website.
Four core values to be offered to members were established:
· Branding – FFCI members will be licensed to use a phrase that will show the public that they meet the standards outlined above. That phrase has been chosen, a graphic wordmark is being designed and a trademark application has been filed with the U.S. Patent and Trademark Office. Members will be able to use the wordmark on their websites, door stickers and other advertising and packaging materials.
· Advocacy – FFCI intends to be a united industry voice for traditional retail florists. As a part of this advocacy, FFCI will provide information on the characteristics of deceptive order gatherers and will provide helpful links to additional information on the FFCI website.
· Membership Database – In the next few months, FFCI will create and promote a membership database that will be available to members for use in florist-to-florist orders. This database will be converted to a format that will allow it to be searchable by zip code. A more limited version of that searchable database will be made available to the public on a branded website (using the trademarked phrase) to allow consumers to find traditional retail florists and place orders directly.
· Resource Center – FFCI’s new website (coming soon!) will include a resource center of helpful and informative links and documents, including:
o How to select a legal structure for your business
o How to read and understand financial information and improve your shop’s margins and profits
o Best practices and new ideas
o Image library and tips on floral photography
o Order value matrix and analysis of delivery costs
o How to trademark and promote your shop’s brand
o Templates to promote floral legislation against deceptive advertising in your state
o Blogs, links to webinars and articles from members and industry sources
Regional meetings over the next few months are being planned for Las Vegas, Nashville, San Jose and more. Membership information presentations are already scheduled for June 21 in Chicago, IL, June 27 in Langhorne, PA and July 25 in Paramus, NJ. The Board of Directors will meet again in Atlanta in January 2013, and an annual membership meeting will take place that summer.
The Board is excited about the future of FFCI and how it will benefit our florist members!
For more information, please contact:
Bonnie Bank, Board Member; Superior Florist, New York, NY superiorflorist@aol.com
On behalf of the rest of the Board of Directors:
Keith Hill, Chairman; Beaverton Florists; Beaverton, OR
Dirk Lorenz, Secretary, Fremont Flowers; Fremont, CA
Betsy Hall, Treasurer; Halls Flower Shop and Garden Center; Stone Mountain, GA
Doug Fick, Board Member, Broadway Floral Home and Garden; Portland, OR
Harold Hoogasian, Board Member; Hoogasian Flowers; San Francisco, CA
Steve Juiffre; Board Member; Chappell’s Florist; South Burlington, VT
Source: Florists for Change Inc.
