NEWS
FOR IMMEDIATE RELEASE Contact: Jenny Stromann jstromann@safnow.org (800) 336-4743
SAF Chides Valentine’s Day Floral Critics, Enlightens Media
ALEXANDRIA, Va. – March 5, 2007 -- This year, SAF responded to more than two-dozen occurrences of harmful publicity, provided answers to more than 70 reporters and advised members preparing for holiday interviews. As the voice of the floral industry, the Society of American Florists (SAF) responds to harmful floral publicity and answers media inquiries. Valentine’s Day is the time of year when gift competitors descend on flowers and reporters want to know everything about the flower business. SAF Responds to Harmful Publicity • Danbury Mint topped the list of companies disparaging flowers. About 40 members called, e-mailed, faxed, mailed and FedExed SAF about the company’s catalog packed with phrases such as: “Flowers wilt and fade …” and “Why Send Flowers When You Can Give …” SAF contacted Peter Maglathlin, the company’s president, in 2005 and 2006, and received no response. This year, SAF requested a response via e-mail, mail and fax. SAF followed up by calling Maglathlin’s office six times, speaking with assistants and leaving voicemails. During the fifth call, one assistant said: “If Peter is not returning your call, it means he has no interest in the subject matter.” On the sixth call, SAF offered
Maglathlin the opportunity to provide a different response from the one of his assistant. To date, the Danbury Mint has not responded. Dozens of members contacted SAF about the Feb. 7 CBS Morning News segment “What Florists Won’t Tell Valentine Buyers.” It featured Smart Money magazine editor Leigh Gallagher whose recommendations to “deal with a local store” and “call a local florist and order directly,” were grossly overshadowed by conflicting, sensational statements such as: “…there are a few things your florist won’t tell you,” “…a third of Americans send flowers on Valentine's Day, and florists make the most of that,” “What they don’t do is tell all. …” “Among the things they’re usually tightlipped about…” SAF has not received a response from CBS or Gallagher. SAF contacted Proflowers.com about its slogan, “Love comes fresh from a field. Like comes from a florist’s cooler,” asking the company to promote products on their own merits rather than disparage florists. • An article on AOL’s homepage headlined, “Best & Worst Valentine’s Gifts: Instead of Roses (Again), Why Not Send Love Letter Cookies?” stated: “A dozen red roses is expected. ... This year, don’t get caught with the same ol’ gift ...” After SAF contacted AOL, the negative references were deleted. Companies Apologize for Knocking Floral Gifts After reviewing SAF’s concerns with their promotions, several companies’ representatives apologized for making negative remarks. • The Kentucky Lottery advertised in The Courier-Journal: “What’s fun about a dozen roses?” Arch Gleason, the Kentucky Lottery president and CEO: “I had not seen the ad prior to publication, but after reviewing it, I can see how some members of your organization were offended. … Please share with your membership that in no way, shape or form did anyone here set out to disparage florists or floral products ... Thanks again for bringing this to my
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attention, and I again apologize for any negative connotations which were associated with the ad.” Anna Stipp, The Courier-Journal’s vice president of advertising: “It is always our intention to publish ads and content that does not offend any business or social group. I will see that your concerns are shared with the account.” • Purina PetCare issued a press release titled: “Forget the Roses This Valentine’s Day ... Throw Me a Bone! Pet Owners Ditch Chocolates and Roses for Furry Dates With Wet Noses.” Nestlé/Purina PetCare executive Kerry B. Lyman replied to SAF: “We did not intend to disparage flowers and apologize. We hope that this Valentine’s Day is successful for your members.” • SlenderSmiths, a spa in Dentin, Fla., ran a radio commercial stating: “Candy and flowers are such clichés.” Owner Sally Smith apologized for the negative reference and pulled the commercial. • Oxfam America’s e-mail promotion: “Flowers? Gone in a week … Instead of flowers … Red roses have nothing on these great gift ideas.” Laura McFarlane, Oxfam America’s eCommunity Coordinator replied: “Thank you for your e-mail and for your concern. I have passed along your feedback to our creative team.” Reporters Turn to SAF for Floral Information Newspaper, TV, radio and magazine reporters, including those from several major news outlets such as Associated Press, MSNBC, Life magazine, CBS Sunday Morning and USA Today, turned to SAF for flower facts. SAF fielded inquires from reporters wanting to know trends, number of roses sold, factors affecting rose price, where roses come from, growing practices, ordering advice, how to find a florist, deceptive phone listings, the affect of the weather on flowers and deliveries, and more. During these interviews, SAF emphasized the commitment by local florists to top-notch customer service and quality product.
SAF’s www.aboutflowers.com was a popular destination for consumers and the media this holiday. More than 166, 000 visitors checked into www.aboutflowers.com for floral information during the three weeks leading up to Valentine’s Day. Members Turn to SAF for Pointers Members turned to the pros for advice prior to media interviews. SAF provided members with talking points and the dos and don’ts of interviewing as part of its Valentine’s Day Resource Center at www.safnow.org. For more information, contact SAF’s Jenny Stromann at (800) 336-4743; jstromann@safnow.org. ###
The Society of American Florists is the association leader for all segments of the floral industry including wholesalers, growers and retailers. SAF is proud to provide marketing, business and government services to more than 12,000 participants in the U.S. floral industry.