The conventional chain of distribution has always been a practical and necessary way to distribute fresh cuts. The family wholesale cut greens and evergreen wholesale business began in 1945 by John J Petracco, Sr.
Many flower retailers are now purchasing bulk on the Internet and direct from growers, domestic and international.
A unique marketing concept known as The Flower Farm® was born as a result of experience in the distribution of fresh cut flowers and floral supplies, the knowledge of the disadvantages and complaints of my valued retail customers, and support the family wholesale business.
"It was extremely important to me, with my wholesale floral background and being partial to the floral retailer, to fit within the conventional chain of distribution adding a needed and realistic dimension to floral supply and flower marketing to all flower consumers and not upset the flow but enhance it for all floral professionals and the entire floral community," said John J. Petracco, Owner of The Flower Farm.
Creating a business that would be inviting, convenient, pleasant and educational. Where anyone could actually pick their own flowers and create their own masterpieces. A place to do it and the help to get it accomplished and have fun in the process.
It was the intent of management to target the public as the first step of testing. The concept met its objectives within 2 years and began the second stage of expansion within the same community.
The concept produced commercials and print advertising that have become a trademark of their success. They have tested and fine tuned, purchasing, inventory control, pricing, advertising, and numerous details that will be addressed in the training manuals. The first target market has tested in two full business cycles and with two locations within a 10 mile radius and has proven extremely well received by the public and the floral community.
Groups, clubs and organizations have been utilizing the "concepts" advantages as well as local businesses. There has been increasing sales to the professional floral community as the identity of the concept has supported the retail professionals and is now accepted as an additional source of supply to enhance their profits.
Their decade of research and development has proven the concept has been well received and continues to be popular in the first target market, the public. The future potential is positive since we have not even reached all flower consumers or all existing target markets. Our national achievements are yet to come, as well as, the potential to attract all flower consumers in all areas of the country and abroad.
Source: The Flower Farm
