On October 2-4, 2011, approximately 140 independent florists and floral industry vendors from across North America met in Atlanta, GA to further develop core principles, membership requirements and strategic planning committees of the Florists For Change (FFC) movement. This second meeting, a follow-up to the August inaugural gathering in Las Vegas was attended primarily by florists interested in promoting industry ethics, “buy local” marketing, and consumer value.
Group leaders, Mike Fiannaca, Dirk Lorenz, Betsy Hall and Keith Hill announced the group has filed for status as a 501(c)(6) non-profit corporation with the stated corporate mission to be an association of retail brick and mortar florists who wish to improve the economics of the retail florist by encouraging industry advertising, providing exceptional consumer value, and promoting equitable trading among florists.The steering committee also established dues for regular members (florists) at $120 per year, with dues for associate members (vendors and strategic partners) to be determined later. During the meeting, a code of ethics was affirmed by the membership and committees were formed to manage growth, administration, industry relations, marketing, communications, technology, and legislative efforts to curb deceptive advertising in the floral industry.
The group was addressed by almost a dozen industry service providers, most of them with an eye toward mutually beneficial strategic partnerships. Many of these potential associate members have already pledged a substantial per-transaction contribution to FFC for every sale they make to FFC members.
Among the industry partners were executives from Teleflora and BloomNet, who said they are sympathetic to the economic plight of small florists struggling with high wire service fees and the unpopular order transfer model. Although both questioned whether the industry really needs change, they have indicated a willingness to discuss concepts for change when the group is prepared. FTD declined to speak.
The enthusiastic and committed group left Atlanta with an eye towards their next meeting on March 4-6 in Grand Rapids, MI. Efforts in the meantime will center on membership growth, strategic vision and legislative actions. Interested parties may reach Florists For Change through email or phone contacts listed on the website www.floristsforchange.org.
Source: Florists for Change
