Florists organize trade group

A newly formed group of Flint area florists, the Genesee County Florist Association, Aug. 27 discussed common problems and ways to educate the public on advantages of buying local.

The group's major issue is how to deal with 1-800 flower order-gatherers that swamp the Yellow Pages, TV, radio and internet with ads that give the impression that they are local florists when in fact they are drop shippers or out-of-town businesses that skim off large service fees from local florists to deliver their orders.

"We've contacted Michigan law makers to enforce state law No. 5499 that states all print advertising must give a physical address of all business," said group organizer Carol Garrison, co-owner of Howells Cathy and Carol's Flowers on Davison Road.

The group cited high service fees paid flower order-gatherers by the customer and the florist who fills the order.

"The florist pays about 32 percent in service fees and must also pay for delivery plus a monthly fee to participate," Garrison said.

"The end result is the customer receives much less value than what they are expecting so they may be disappointed and skeptical of the florist who filled the order. That's why we're trying to educate our customers that it is better value and better service to buy directly from their local florist," she said.

"We want to capture the orders that they're taking from us," said Steve Webb of Bentley Florist in Burton.

To do that the group is launching a web site in September hoping to recapture local business.

The new site is www.geneseecountyflorists.com where customers can find their nearest supplier, order direct and avoid service fees.

The group recently received advertising money from flower growers for billboard advertising that will benefit all local florist shops. Billboards are planned for Interstate 69 and Interstate 75 for Sweetest Day to urge potential buyers to visit their local florist.

A radio campaign is also on the drawing board.

The group hopes to get their message out that buying locally means dollars stay in the community, pay wages to local workers and help support organizations in the community.

"The end result is the customer gets more value for their money and our community benefits," Garrison said.

The group also discussed the reduction in bereavement floral orders due to the Flint Journal's decision to publish only three days a week which make the obituaries less timely.

"In some cases the funeral has passed before the obit is printed," Garrison said.