Unit 1: Introduction to Floriculture

A. Terms and Overview Floriculture: the ______ and practice of ______, ______, ______, ______, and ______ flowering plants Floriculture is a branch of _________.

A. Terms and Overview (cont.) Horticulture includes the _______, _______, and _______ of fruits, nuts, _______, ornamental plants, and flowers

Floriculture Industry Three branches of the floral industry: _______--where the flowers are grown. _______--the middle person who goes between the grower and the retailer. _______--the local flower shop.

3 Branches Intermingled The _______ florist frequently will grow his/her own flowers in greenhouses and thereby omit using both the grower and the wholesaler. Some larger flower shops use flowers in such quantities that they will order ___ from the grower, omitting the wholesaler. The smaller shop will need to use both the grower and the wholesaler because he/she neither has the _______ for growing his/her own, nor could he/she possibly use enough flowers to fulfill the minimum order that is required by the _______.

The Grower _______ growers produce their plants scientifically _______ not only has a great investment in education and training, but also in the physical equipment required for growing Some growers _______ in certain crops, such as orchids, carnations, roses, chrysanthemums and potted plants while others grow diversified crops.

The Wholesaler Wholesale florists operate as _______ of all cut flower stock consigned or sold to them by growers. Many wholesale florists also carry floral _______, such as ribbon, baskets, moss, frames, etc. It has been estimated that about ________ of the flowers on the market are consigned to wholesalers and the remainder are purchased outright.

Grower-Wholesalers Many growers are in reality also _________, in that they sell flowers direct to retail florists, without the facilities of an established wholesale house. Most pot plant growers deal directly with the _____ florist. Their supply of blooming plants, such as chrysanthemums, poinsettias, Easter lilies, azaleas, tulips, etc., account for a substantial volume of florists' business, particularly at holiday times.

The Retailer Sells _______ to customer Sells cut flowers, foliage, potted flowering and foliage plants, balloons, gifts, and more Examples: ______ flower shop _______ store Mall store ________ and markets floriculture products

What do you know about floriculture… (Write Down these floriculture facts) Top floral buying holiday in the U.S. _______________ The U.S. per capita consumption of floral products is: _______ The average annual florist sales is: The 3 states that grow/sell the most floral products: ____________________ Annual floral sales across the nation The top importer of fresh cut flowers to the U.S. The largest retail marketer of fresh flowers in the US

B. Types of Flower Shops _______ Shop _______Shop _______ Operation _______ Florist

C. Career Opportunities _______- a person who has the ability to arrange flowers and plant material in an artistic manner and has an understanding of the principles of design.

Job opportunities in the retail flower shop Present in nearly all towns of any size throughout the United States. Working with in the retail florist industry enables people to work with flowers as well as the emotions that they represent. _______ add a feeling of warmth and welcome to any room. Most are _______ owned or family operated employing fewer than ten people.

Each flower shop has six distinct roles and responsibilities _______ _____________________

1. Owner manager – Responsibilities will include _______, _______ designer, salespersons, and delivery personnel. Managers may also plan work schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or _______.

Owner manager – (Continued) ______________is also a responsibility of the owner – manager. Owner – managers must have a good business background. They may also work as a designer and salesperson. Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.

2. Designer – arranges floral and plant material in an artistic manner. Must also have an understanding of basic ______________________________________. Knowledge of _______, their care and the needed supplies.

Designer

Most shops designate one person as the head designer. That individual is responsible for assigning specific work to other designers. Must have a ______________of flowers, flower care, plant care, and floral designs. Must be able to offer customers appropriate _______.

Designers are critical to the retail business. The quality of their work will determine customer satisfaction. Happy customers mean _______business. _______ for making sales that involve special work such as weddings or large parties, order flowers and supplies. Also responsible for _______ the amount of materials needed. If too few are ordered the shop will lose sales, if there are too many flowers on hand they must be thrown away.

Showroom Layout

3. Designer’s Assistant – a person training to become a designer. Work with and observe the construction of a variety of floral designs. Usually _______ the designer’s _______ and keep all needed materials on hand. May _______ containers, select and wire flowers, and ______________for arrangements.

Designer’s Assistant (Continued) After the arrangement is complete the assistant may fill out the card and delivery tag and prepare the _______ for _______. As the assistant gains experience they will be responsible for _______ _______. Difficulty of orders will increase with the amount of experience.

4. Salesperson – Must deal in _______ and direct face to face _______. Effective salespersons have a _______ _______ .

5. Delivery Person – This service is a _______ to the customer. It distinguishes full service florists from mass-market florists such as those in some grocery or drug stores. Duties involve _______ orders and _______ flowers into the delivery vehicle. Delivery person should be able to _______damaged arrangements _______.

How do you prepare for a job in a retail shop? Training for a job in the retail flower shop: On the job training Designer schools and workshops provided by the state florist association or wholesale florists. Necessary skills: Artistic ability Business background Love for working with flowers

Many designers Begin their training in _______ _______ or post secondary _______ _______ programs. There are a number of floral design schools throughout the nation.