Here's something we know as an industry about consumer behavior: Consumers want cut flowers to last seven to 10 days, and they are willing to pay more for a longevity guarantee, according to AFE research.
That information should tell everyone along the industry supply chain that flower quality is an important marketing tool to increase flower sales. But it also begs the question: Do we really understand the meaning of quality?
Buyers in the industry sometimes confuse quality with flower grades and standards, and they use the terms interchangeably.
To read the rest of the story, please go to: American Floral Endowment (AFE)
