ALEXANDRIA, VA – The American Floral Endowment (AFE), through the Floral Marketing Research Fund (FMRF), is conducting a study with the National Funeral Directors Association to provide insight about how to improve the working relationship between florists and funeral directors and promote the many benefits of flowers and plants.
This study aims to:
- Provide insight as to how retail florists and funeral directors can better work together
- Determine how funeral directors feel about flowers/plants in the bereavement process
- Improve or establish a mutually beneficial working relationship between funeral directors and florists
- Promote the benefits that flowers and plants bring, not only to grieving families but also to the givers who send flowers to memorialize the deceased
"AFE and the FMRF are very happy to fund this project that explores possibilities for floral industry members to participate more actively in helping people express their sympathy using floral products," AFE and FMRF Chairman Gabriel Becerra of Golden Flowers said. "We are sure that the findings of this study will be very useful for florists and others to implement in their day-to-day activities."
Past research has shown that flowers and plants are a great comfort, offering sympathy, consolation and remembrance. When placed in a funeral home or place of worship, flowers add warmth and beauty to the surroundings. Given as an expression of sympathy, flowers show love and respect for the memory of an individual.
Final reports will be released to the industry on the FMRF website once the study is complete. Create an account for free today to receive results from the funeral directors' study once available, as well as to immediately access results from previous studies, including the Social Media Guide for Floral Retailers and Wholesalers and the Consumer Preferences Study for Flowers as Gifts.
About AFE
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The American Floral Endowment is dedicated to advancing the industry through funding floriculture research, educational grants and scholarships. More than $15 million has been funded toward research projects benefiting the entire industry, and more than $500,000 has been funded in scholarships designed to attract and retain the future leaders of the industry. To learn more about AFE visit www.endowment.org or www.fb.com/americanfloralendowment
About the Floral Marketing Research Fund
American Floral Endowment (AFE) Trustees established The Floral Marketing Research Fund (FMRF) in 2008 to fund consumer research projects for the advancement of the floriculture industry. Create a free account at www.floralmarketingresearchfund.org to learn more and read full reports.
Source: American Floral Endowment
