Sandra Adcock - Commercial Floristry: Designs and Techniques

The cut flower often has a complex journey before it arrives safely in the hands of the florist. Flowers are grown and harvested across the world; the largest flower grower in the world is Holland. Other countries that specialize in particular flowers are Thailand and Malaysia, known for their orchids, Colombia for roses and carnations, and African countries for roses, to name but a few.

From the growers, the flowers are then transported over land or/and sea to their end destination. Many go via the large auctions in Holland. At auction the cut flowers are purchased by wholesalers and distributed to their wholesaler outlets across the world. In the next chapter we will further explore the use of flower food to enhance the transportation process, and the essential method of preparing flowers and foliages ready for commercial use called conditioning.

At auction, flower prices fluctuate according to demand on the day, and this can lead to dramatic price rises on some individual products. It is essential therefore that a florist becomes aware of peak periods, where demand for particular products is high and where correspondingly the price reflects this.

Another factor that affects the price of flowers is their seasonal availability: although in this high tech scientific age it is possible to obtain flowers out of their natural growing season, you will pay a hefty premium for this. Knowledge of the seasonal availability of flowers will therefore save you and your customer money, and you will be able to obtain strong stems and good-sized blooms due to the fact that the flower is within its natural growing season.

An important factor to bear in mind in this age of environmental awareness is a flowers carbon footprint, and a florist can research locally grown products or fair trade products that benefit either the environment or local communities. There are still English-grown flowers available, the most notable being freesia, iris, chrysanthemums, alstroemeria and roses.

This book will also cover the responsible disposal of waste, and where possible recycling.

PEAK PERIODS

In the UK there are several peak periods:

Valentines Day, 14 February: There is a high demand for all red flowers but especially red roses, and roses in general will be more expensive.

Mothers Day, the third Sunday before Easter: Most flowers and plants have a premium price leading up to and over the weekend concerned, particularly in pastel colours, and roses and lilies remain universally popular.

The Jewish New Year (Rosh Hashana), in late September/ early October (if your shop services a Jewish community): Planted baskets and containers with long-lasting designs are very popular, as well as flowers.

Christmas: There are no deliveries on Christmas Day, but the month of December increases in activity and demand until Christmas Eve, with red and white flowers and gold and silver designs often requested together, and with a much increased use of ivy, holly and mistletoe. Plants such as cyclamen, poinsettia and azalea, and also advent designs, are popular at this time of year. However, be aware that the auction houses close over this period, so fresh flowers can be difficult to obtain between Christmas and the New Year.