BFA Florist Magazine - Jan 2019

ISSUE 25 APRIL 2018 Brexit: The inside look. What you really need to know MOYSES STEVENS: HOW ONE OF VOGUE’S MOST INSTAGRAM WORTHY SHOPS IN LONDON IS THRIVING FleuraMetz: The life of a wholesaler in the modern world of floristry British Flowers Week: See how you can get involved Vision Conference 2018: Who, What, When, Where, Why you should be going

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BFA CONTENTS 60 BRITISH FLOWERS WEEK 5 EDITOR’S LETTER 64 TANTALISING TULIPS ON THE COVER: British Flowers 6 DATES FOR YOUR DIARY Week, Petal and Stalk bouquet. By Julian Winslow for New Covent BFA BOOK SHOP Garden Market. See page 60 7 CHAIRMAN’S LETTER 66 SMITH & MUNSON GROWERS 12 8 WHY JOIN THE BFA 10 BREXIT 67 THE SOCIETY OF FLORISTRY 18 VISION 2018 68 WORLDSKILLS UK 22 FLEUREX 2018 24 CHELSEA INSPIRATION DAYS 69 INSTITUTE OF 25 THE CHELSEA HEATS PROFESSIONAL FLORISTS 28 ANNUAL BFA AWARDS 70 NICE IS A FOUR LETTER 30 MOYES STEVENS WORD 37 71 NEW TEAM MEMBERS FLEURAMETZ 74 THE LAST WORD 40 WEDDING TRENDS 2018 44 FLOWER OF THE MONTH 48 THE WATER DRINKER GREEN TRADE CENTRE 51 DAAN KROMHOUT 56 THE BUSINESS OF BRANDING 48 58 SOCIAL MEDIA PLANNING SMART IDEAS, BETTER FLOWERS +31 (0) 6 5134 5597 Email [email protected] or visit our website www.florigene.com BFA Florist is published by Euromedia Associates Ltd, 10 Ashfield Road, Chorley PR7 1LJ Managing Director: Emma Higham | Sales: Rachel Morton | Production Manager: Sheila Helm | Creative Design: Nikki Carter T: 01257 267677 | F: 01257 267711 | Editorial e-mail: [email protected] | Advertising e-mail: [email protected] BFA Magazine would like to thank the advertisers that appear in this publication for their support and wish them continued success. The views expressed in BFA magazine do not necessarily reflect those of the publisher, Euromedia Associates Ltd and employees. Similarly the efficacy of any products and services featured are the sole responsibility of the supplier / manufacturer. The editor’s articles are not the responsibility of Euromedia Associates Limited

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Editor’s Letter At the time of writing this, we’re in the midst of the Beast from the East. I know many of you struggled through, getting wedding and funeral flowers out against all odds, and for that, I salute you. In this business, no beast can stop us. And while we’re on the theme of beasts, Brexit is looming, ever closer. As an industry, we need to know how it’s going to affect us and what precautions and changes to our businesses we need to make. Over the past few months, here at the BFA we’ve been working away holding meetings and getting in touch with MP’s to put together a proposition paper to go and lobby the government with. We want the best possible outcome of Brexit, and we need your help. Turn to page 10 to find out more about this very important topic. British flowers are becoming more topical, especially when linked with Brexit. There is a wealth of beautiful, excellent quality British grown flowers out there, we just need more of them to be available to you guys, and not just the supermarkets. Florist Simon Lycett held a meeting with British growers and florists, trying to work out how we can do this more efficiently. We’ll keep you updated, but for now turn to page 60 to see how you can be involved in British Flowers Week this June. We’re over the peaks (phew) and now it’s onto wedding season. In this issue, Country Baskets outline trends for the coming season, while Cara from FloristPro is keeping you on track with her social media calendar on page 58. May sees the return of Chelsea Flower Show, good luck to all those competing. See the winners, their work, and what went on in the next issue, out in July. Enjoy! Katie x [email protected] WWW.BFAFLORIST.CO.UK 5

CFlhoarisrmt Gaent’sTolegtetethr er’s BFA Book Shop: Dates for your Diary: 28th – 29th April: Vision Conference, see page 18 22nd – 26th May: Chelsea Flower Show The Professional 10th June: Central Chelsea Heat and Florists’ Manual: Inspiration Day, see page 24 £34.99 18th – 24th June: British Flowers Week, see page 60 66 WWWWWW..BBFFAAFFLLOORRIISSTT..OCROG.UK Visit the book shop at www.bfaflorist.org to buy your copy today! The Professional Florists’ Manual is the essential reference book for up-to-date professional floristry terminology, designs and techniques detailing current florist industry practices, written by Lynda Owen NDSF. This is a must have book for all florists! The Professional Florists’ Manual: • Provides an essential reference book of current professional floristry terminology, design and techniques • Comprises fourteen chapters covering wedding designs, funeral tributes, botany, flower and plant care, design elements and principles, floral arrangements, hand-tied design and historical styles • Is beautifully illustrated with over 60 diagrams and 150 photographs • Supports learners by describing up-to-date industry practices in floristry • Is endorsed by City and Guilds

Chairman’s letter Brian Wills-Pope Chairman I don’t believe there has ever been a more important time for the whole industry to work together. There are so many uncertainties that accompany Brexit, and an estimated 4 to 5 flowers shops are disappearing from our high streets with only a very few openings. The traditional flower shop is facing many threats especially from companies offering central fulfilment of flowers. A recent article in the Sunday Times about Freddies Flowers who has only been trading for two years and now have 22,000 customers spending £22 a week on a box of flowers. This shows us that there is business to go for, but knowing how to achieve it in this multi-channel world of media that we now have is the challenge. We are a very diverse industry and I don’t believe that there has ever been a time, more than the present, when the whole industry should work together. I would like to form a group of florists who are keen to collaborate with each other not immediate competitors but possibly florist from other parts of the country. If you are interested in joining such a group please drop me an email and I will add you to the list. You will see in this edition all the of Education so we wait in anticipation website and join today so you benefit from information about Vision, our annual for their agreement. It is very important all the work your Association is doing for business conference on the 28th & 29th for Floristry as a Profession and the our Industry. April in Leicester, I hope you will agree, Apprenticeship is the first step for a young Finally, I would like to wish all the we have a great line up of speakers on person to gain knowledge of our industry. Competitors taking part in the Chelsea Sunday covering various topics that It is also important that students and Flower Show competition and WorldSkills affect our industry. Workshops on qualified florists join the Institute of UK heats, the best of luck. Even if you Saturday afternoon on Social Media Professional Florists and demonstrate to are not a medal winner I am sure you will and Photography will help address the the public that they are professionals. enjoy and benefit from the experience. knowledge of florists wishing to increase The events team will be out again this I look forward to seeing you all at Vision 18 their business. If you have not booked yet summer talking to consumers about why in April. please go to the BFA website and see if they should use a BFA florist for all their there are places still available. floral orders. So ensure that your 2018 Brian Wills-Pope My thanks to everyone who have BFA Decal is displayed prominently on Chairman. been helping Sandie Griffith with our your shop front. If you have not received Apprenticeship application. Our Draft your new Decal please let us know and if Standard has gone in to the Department you are not a member please go to the WWW.BFAFLORIST.CO.UK 7

6 reasons to be a BFA Member 6 Reasons to be a BFA Member 1THE BFA PROMOTES YOUR BUSINESS TO CONSUMERS • FREE ‘Find a Florist’ listing on www.britishfloristassociation.org the BFA’s NEW consumer website • Get your flower business in front of consumers with your full contact details, links and your dedicated copy and images 3 THE BFA HELPS 2 THE BFA KEEPS YOU IN THE KNOW YOU NETWORK ON • FREE quarterly BFA membership magazine BUSINESS THAT delivered straight to your door that gives you MATTERS news, tips, courses, dates and design inspiration • Florist Get Together for the flower world events nationwide to • FREE weekly BFA e-newsletter drops up-to-the- discuss ideas and minute news, events and opportunities into challenges over dinner your inbox from BFA HQ • BFA Vision is the ONLY trade conference 4 THE BFA SAVES YOU MONEY for the UK florist • Reduced rate tickets to BFA Vision industry, bringing • Discounts on tickets to BFA FleurEx together florists with • We have secured special discounts from suppliers suppliers to discuss the for its florist members. You can benefit from hot topics of the moment deals on fresh flowers and sundries to • BFA FleurEx is the ONLY business software, printing, HR and accountancy trade show in the UK advice to vehicles and relay membership and features industry talks, demonstrations by award-winning florists, trade stands, floristry workshops and inspiration zones 5 THE BFA IS YOUR HOTLINE TO EDUCATION, TRAINING AND COMPETITIONS • The BFA is the hub of information on floristry qualification, working closely with the Sector Skills Council and floristry colleges and schools to drive up industry standards. • Enter BFA-run competitions including UK Skills, World Skills, RHS Chelsea Florist of the Year, BFA Florist of the Year - Champion of Champions, Eurofleurs, and Europe Cup • Sign up for top floristry workshops at FleurEx and the BFA European Floristry School THE BFA REPRESENTS FLORISTS’ INTERESTS TO GOVERNMENT AND MEDIA • The BFA is recognised by government and the media as the florists’ representative – 6so be part of it and make your voice heard! 88 WWWWWW..BBFFAAFFLLOORRIISSTT..CCOO..UUKK

Ian McClellan, 6 reasons to be a BFA Member Branch Manager, FleuraMetz: WWW.BFAFLORIST.CO.UK 9 I don’t think that enough people in the industry realise how lucky we are to have a body like the BFA toiling away on our behalf. It’s a thankless job and they represent all parts of the trade, giving us a voice that would otherwise not be heard – particularly relevant during these uncertain times of Brexit. Membership is very reasonable and the benefits are really useful. I recommend all florists to join. David Cohen, Moyses Stevens: For me personally, the BFA is very important and I’m realising what a fantastic job they are all doing. Any industry or body needs a representative and the flower business is changing and is under pressure from events such as a weaker pound and Brexit in particular. The BFA is able to see the wider aspects of the industry and inform on issues, trends and at times, to lobby and represent the industry as a whole. The UK has the smallest proportion of florists to the overall flower industry than any other European country (by far) and the supermarkets have the largest. This gap is growing and it’s fantastic that we do have such representatives who are willing to put in hard work and efforts on our behalf.

Brexit THE INSIDE LOOK AT BREXIT: WHAT YOU REALLY NEED TO KNOW Following a conference and open debate organised by Florint and Green Team Consultancy+ about the Brexit situation, and in particular its implications for the horticulture sector, we sum up the key conclusions of the discussions here. Why this Brexit debate? flowers are shipped to the United directly or indirectly, affects everybody Simply put, the UK is dependent on Kingdom every year! involved in the horticulture industry. Dutch flowers to supply its flower Understanding its challenges and how shops. The country is an important Significant trade takes place it may change the market is therefore market for European exporters, between the countries of the United vital. particularly those in The Netherlands. Kingdom as well. A British exit from the About 925 million euros worth of Dutch European Union will inevitably impact all of those trade flows. Hence Brexit, 10 WWW.BFAFLORIST.CO.UK

Brexit Vantage point #1: Great Britain similar decline in orders. But this may Aside from the exact relationship The debate had 3 main points of be partly due to the fact that they between the EU and UK, the latter’s departure. First, the Chairman of the often work on the basis of long-term leaving also has consequences for the British Florist Association, Mr. Brian contracts. typical coalitions that tend to form Wills-Pope, explained how the fallout when the EU votes. A North/South from the Brexit vote appears to be One likely consequence of Brexit divide has characterized European limited so far. Despite significant initial is that exporters with a focus on the politics for a while, insiders note. With panic, there were a number of factors United Kingdom will start to reconsider the UK out, the traditional Northern that helped calm things down politically their exposure. They may well, for block (think: Germany, The Netherlands, and economically. example, reorient themselves more Sweden, Denmark) will lose its political towards the economically up-and- advantage. Coalitions, majorities and Theresa May was installed, coming Eastern European countries. blocking minorities will not be formed unexpectedly swiftly, as the new Prime as easily. Southern Europe will thereby Minister of the United Kingdom and If and how Brexit will affect the other be in a stronger position, which affects leader of the Conservative Party, nation states of the EU, which are less many key issues, for example related to while Philip Hammond also took directly tied to the UK economically, is agriculture and phytosanitary matters. over from the embattled George particularly difficult to say. Osborne as Chancellor. This gave the Final thoughts appearance of a ‘clean break’. And Vantage point #3: The European Union Market demand in Europe is down while the value of the pound dropped The number one issue underlying about 30% since the pre-crisis year furiously following the vote, the stock Brexit is the following: there are clear 2008, and was only now finally market, unemployment figures and economic benefits from European stabilizing. The economic outlook was the country’s GDP were not as dismally integration, but obtaining them slowly getting better, with Eastern affected. Consumer sentiment also comes at the cost of giving up some Europe in particular performing well. remains reasonably high. sovereignty. This is an inevitable trade- The uncertainty related to Brexit, let off, regardless of the eventual shape of alone a dragged-out exit process, is However, the desire for positive the relationship between the UK and something everybody could do without. thinking should not eclipse the fact that the EU. What matters, in the end, is the It appears likely to stay with us for a a number of economic fundamentals content of any withdrawal agreement, while, however. have genuinely taken a gloomy turn. which needs to be negotiated. A The IMF’s projections for the UK are process that insiders indicate could well Sector participants need to be very significantly more pessimistic than a few take up to 10 years. realistic about the looming difficulties, months ago, and various cost increases though avoiding unnecessary related to Brexit will negatively affect Provided that a Brexit indeed officially pessimism. Florists in particular will, in florists. Tariffs loom, and will be a takes place and article 50 of the Lisbon all likelihood, be hit hard once article significant problem. And if the Pound Treaty is invoked, the EU envisions 5 50 is invoked. Being entrepreneurs, we reaches parity with the Euro, as some political options, explains Mr. Henk can only keep adapting to a changing forecast, it will mean an exponential van Ginkel, official Government market, and look for the opportunities burden. Representative for the VBN (the that are also bound to open up due to a Dutch Flower Auctions Association) in reshuffle such as the one Brexit forces. Additionally, the UK flower market Brussels. Number 1 is that the UK joins has unique characteristics that make it the European Economic Area, similar All sector partners, meanwhile, need unlike the other European nations. It is to Norway and Liechtenstein. This to unify in demanding zero tariffs characterized by extreme competition would guarantee, and require, the free on horticulture products, everybody between supermarkets, box flower movement of persons, goods, services present at the debate agreed. Tariffs delivery agencies, and florists. As the and capital in the same way as the would negatively affect every single one supermarkets have longer-standing current EU membership does. of us, compounding the difficulties while trade deals and can weather value doing no good whatsoever. fluctuations better, they may well claim Alternative number 2 is that the UK the simple bouquet segment more and just takes part in the European Free Read on to see how the BFA has more in the coming period. Florists will Trade Area, in the manner that Austria actioned Brexit, and is helping you and need to focus on the high-end segment, currently does. Version 3 foresees the your business get the best possible and be educated to successfully do so, UK forsaking such collective agreements deal. the British Florist Association feels. in favour of individual treaties with the EU and/or key trade partners. Option The British Florist Association is Vantage point #2: Europe number 4 is that the UK goes it alone as the only trade organisation in the UK European flower delivery networks a member of the WTO, the World Trade that represents the British florist, and are already noticing a significant fall Organisation, resulting in even more whilst we represent florists to the UK in demand from the UK region, a increased sovereignty at the cost of government, we are not government Euroflorist spokesperson present at the more regulated trade. The fifth and last funded. The organisation is run by debate acknowledged. Flower traders scenario is a mere customs union with Florists and Industry experts, so if you seem to have not yet experienced a the EU, similar to what Turkey currently are not currently a member please do enjoys. join today. WWW.BFAFLORIST.CO.UK 11

Brexit Brexit How your association is helping YOU No matter whether you voted BFA is working for the British Securing the best leave or remain, Brexit is a huge florists in regards to Brexit. As future for the UK topic for florists here in the UK. such, Brexit has brought about Floristry Industry The majority of the flowers we many questions and uncertainties post Brexit buy are imported from Holland, to the flower trade and the which means we need to make potential problems that the Brexit BFA Position Paper: sure we get no nasty surprises negotiations could have on our January 2018 post Brexit, in the form of import industry. taxes or time delays for our The challenges to secure the best deliveries. “Over the next few months we possible future for the British florist will be asking for your help in Industry cannot be overlooked. In order That’s why your BFA has many different ways. Our first for us to enable the florist businesses created a Brexit group, with the request is: Do you know your MP to prepare and be ready for the 29th aim to influence the government well enough to contact them? March 2019, we at the BFA are calling and get the best possible deal on the UK Government to give the for the florist industry. The group “Do you work for your local British Florist industry certainty on includes florists, journalists, council, or belong to the parish future policy and trading relationships. wholesalers and representatives council? Do you enjoy the political from a range of companies in debate and are prepared to UK florists not only make key events in our lives the industry. Please see the help us gain more publicity in more memorable or easy to bear, they also take next couple of pages to read your local area?“If so please their skill and creativity around the world. the position paper that we have would you give us your contact drawn up. details and the name of the Imagine a world without flowers. Brides MP that you know well. We will empty handed, loved ones departing without During the course of the year, then contact these MP’s on your family tributes, special celebrations without the the group has met several times behalf and invite them for further colour and scent of flowers, award ceremonies to discuss the many issues discussions. without the creative input of the UK’s talented surrounding Brexit. These include creative florists. VAT, import taxes, transport “This is the first step in our costs and the exchange rate. campaign so your help is required The Following are a series of issues that the We also conducted a survey to now please and we will update BFA would like the UK Government to take collect data that we can use to you on the progress made. into consideration while it negotiates a new help our case when lobbying the trade deal with the EU. government. • To take into account the impact any future tariffs or tax levies may have on flower and Brian Wills-Pope, Chairman of plant material. the BFA commented: • To review, streamline or remove any unnecessary and burdensome EU regulations “We hope that you now regulations where appropriate. understand the many ways that • A relaxation of EU regulations concerning quality, control of pest and disease of goods, imported and exported. • To co-operate with other organisations in EU countries. • To have the ability to import and export 12 WWW.BFAFLORIST.CO.UK

Brexit without any interference of EU/UK legislation. • To ensure that Florists can continue to work in the EU. • To ensure that florists from the EU are able work in the UK. • To consider the implications of General Data Protection Regulation (GDPR) on small businesses and regulate the UK legislation in line with the EU regulations that will come into force in May 2018. Tariff on imported goods and services does not breach the rules of the World Customs The BFA are looking at the government Trade Organisation. A transition period Imports of cut flowers were valued at to Negotiate a beneficial trade would potentially give businesses the £749 million in 2016, an increase of agreement with the European Union. ability to adapt and prepare in terms 13% from 2015. The BFA supports the development of a of customs arrangements, and any beneficial trading relationship between potential tariff duties if we fail to secure According to Defra, exports of cut the UK and the European Union with a free trade agreement with the EU. Any flowers were valued at £28.9 million in minimal non-tariff barriers. We welcome transition period needs to be confirmed 2016*. *Import/wholesale/farm gate the UK Government’s commitment to as soon as possible and ideally avoid values - not retail values seek a special partnership with the EU the need for businesses to have to which will allow free trade between the make a series of changes within a two The BFA believes a longer wait at UK and the EU Member States. to four-year period. the border could bring a disadvantage to flower imports in future as it could The UK imports 80% of its flowers Efficient and cost-effective future impact on quality or vase life. Flowers and around 70% of its plants through customs clearance. Imports and Exports could end up more expensive. the Netherlands. This makes it one of The BFA are keen that current the most important export markets for regulations concerning quality, control In the last year 4.4 million driver the Dutch horticultural sector. In 2017, of pest and disease of goods, imported accompanied freight vehicles moved approx. 14% of the total Dutch export and exported, remain the same as they between the UK and continental of flowers and plants, €837 million, are now, on both sides of the border. Europe. The overwhelming majority of crossed the Channel and it’s this trade After Brexit the BFA urge that the UK these movements took place on ferries that is vital to to maintain a sustainable will apply these same standards evenly, through Dover or by shuttle through supply to our florist businesses and the to include imports from countries other the Channel Tunnel, almost none of consumer alike. than EU members in order to facilitate these required a customs clearance ‘fair global trade’.    process at the port. Tax, tariffs exchange rates. The fall in the value of sterling since the BFA welcome the the development Road movement in Ireland are also referendum has had an impact on of an Assured Trader Scheme which free of all customs controls. Many those who import flowers and sundries recognises those UK suppliers of cut supply chains treat the island as a single – this has inevitably, had a knock-on flowers with a long-standing record of territory for distribution purposes effect on prices for the consumer but compliance. *(see below) also for those florists buying from Freight traffic between the UK and the other European countries and beyond. Transport and logistics EU does not require customs control We have seen an increase of 5 high The impact of any future import now, but on exit from the EU it is likely street florists per week closing in the controls on freight coming from that all shipments will require customs UK with an increase of ‘homeworkers’ mainland Europe will be significant. control. (Non-EU traffic is subject to taking a proportion of the business. According to the Chamber of Shipping, customs control, however the volume of The government should be looking at a the port of Dover alone handled 2.5 non-EU traffic by road is very low). lower VAT threshold to help sustain the million lorries in 2015, an average of flower industry. 7,000 lorries a day. Current customs systems (where clearance is usually done on entry or Transition period According to Defra in 2016 the exit from the UK for non EU traffic) We recognise that there may need to be Netherlands accounted for 74% of slows the movement of the vehicles. a temporary interim agreement in place ornamental imports, mainly cut roses This slow-down is generally between 20 which could be negotiated as part of and carnations. Kenya accounted for minutes and 4 hours. A major concern the withdrawal agreement, so long as it 5.8% and Columbia accounted for 4.2% for perishable goods. of imports. A main concern, according to the RHA is seamless customs through ports and borders (so that supply chains have a high level of reliability). WWW.BFAFLORIST.CO.UK 13

Brexit With a market share of around €1 billion and as the second largest import market for floricultural products, the UK is a major destination for suppliers and traders based in the EU (the Netherlands, Germany, Italy, Denmark and Belgium in particular), but also in Kenya, Colombia, South Africa, Turkey, Israel and Morocco. Customs is also a main concern for our florists. Export value from the Netherlands Many businesses employ staff from Services which generally attract to the UK the EU, benefiting from freedom of small, local independent traders and Flowers: EUR 435 million (-1% movement.  This allows recruitment businesses. compared to last year) from a wider talent pool of the brightest Plants: EUR 156 million (-6% and the best from across the EU. Although each scheme is different, compared to last year) Brexit could make accessing this talent they all aim to complement the OFT Total: EUR 591 million (-7% much harder in the future, meaning Consumer Codes Approval Scheme and compared to last year) that the sector may need to look to Trustmark, having a strong emphasis on Figures are up to and including August make alternative arrangements to fill customer service. 2017. vacancies.  Many local authorities run assured The UK Government quote is that it Non-UK nationals from EU Member trader schemes. They aim to give wants ‘frictionless’ trade. States are employed across the industry consumers a reliable way of finding at different levels. The industry needs trustworthy local businesses. BFA believes that this must apply assurances that the UK will continue to Businesses that sign up to the schemes not just to administrative requirements be able to access the EU labour market, get support and promotion from their but also to physical inspections. We and provide confidence to non-UK local authority Trading Standards have to question the UK’s capability in workers to remain in the UK long-term. Services, in return for a promise that terms of infrastructure and resources they will meet their legal obligations and at points of entry to handle the level Without the recruitment of staff treat their customers fairly. of import controls. Automatic Licence from Poland and elsewhere in Eastern Verification System (ALVS). Without the Europe, business growth would have Most schemes have been developed use of such a system, many small to been very much slower and smaller. separately, and vary in the details medium sized business would face a Most UK employers in horticulture and of how they work. But all the Local mass of additional bureaucracy, costs farming have a positive perspective Authority Assured Trader Scheme and delays. This would have a massive on immigration. Immigrants are ready Network (LAATSN) member schemes impact on the small florist businesses to accept outdoor work and unsocial have the common aims of: up and down the country, it is in the working hours. This has enabled interest of the floristry industry as a businesses to thrive, helped economic giving consumers a reliable way of whole that we maintain these systems growth and increased the government’s finding businesses they can trust after March 2019. tax revenues. Many of our flower growers in Lincolnshire use EU citizens offering a source of help and advice if Status of EU citizens’ ability to work in for the Summer season. things go wrong, and  the industry. We need to ensure a stable workforce enabling local businesses to The BFA have concerns of what will with labour from other EU member demonstrate that they have signed up happen when a UK citizen is working in states and all sectors of horticulture to national standards. the EU and a florist from EU countries and flower growing, harvesting etc in come to work in the UK the UK. Not all Network schemes offer enhanced protection, such as pre- The BFA believe that both the working * This links together schemes run payment protection and independent rights of UK citizens working in the EU by local authority Trading Standards redress, but you can rest assured that and visa versa is of great importance. the business members are subject to an independent and impartial application and monitoring process by their local authority Trading Standards Service. * This links together schemes run by local authority Trading Standards Services which generally the Local Authority Assured Trader Scheme Network (LAATSN) member schemes have the common attract small, local independent traders and businesses. aims of: • giving consumers a reliable way of finding businesses they can trust Although each scheme is different, they all aim to complement the OFT Consumer Codes • offering a source of help and advice if things go wrong, and Approval Scheme and Trustmark, having a strong emphasis on customer service. • enabling local businesses to demonstrate that they have signed up to national standards. Not all Network schemes offer enhanced protection, such as pre-payment protection and Many local authorities run assured trader schemes. They aim to give consumers a reliable way independent redress, but you can rest assured that the business members are subject to an of finding trustworthy local businesses. Businesses that sign up to the schemes get support and independent and impartial application and monitoring process by their local authority Trading promotion from their local authority Trading Standards Services, in return for a promise that they Standards Service. will meet their legal obligations and treat their customers fairly. Most schemes have been developed separately, and vary in the details of how they work. But all 14 WWW.BFAFLORIST.CO.UK



SMART IDEAS, BETTER FLOWERS Florigene Moon carnation are an exquisite range of unique flowers. The colours of these flowers are absolutely novel. The stunning purple, violet and lavender colours are not available in any other carnation and add a sensational colur for Weddings. For more information, please contact Ed Groot +31 (0) 6 5134 5597 Email [email protected] or visit our website www.florigene.com



Features The florist business conference on all the burning issues of today When: Saturday 28th – Sunday 29th April 2018 Where: Leicester Marriott Hotel BFA Vision is our annual spring trade conference with an engaging programme of inspirational speakers and business workshops on essential commercial topics to re-energise your business mind. Saturday Afternoon: Photography and Social Media workshops Photography Workshop by Frank Tomlinson 1.30pm – 3pm & 3.30pm – 5pm Tutor Frank Tomlinson is an award-winning photographer whose work has been widely published throughout the UK and Europe. We work with the most beautiful product. With social media and easy websites enabling us to quickly and easily get our name and product out there, it’s more important than ever to be able to take good photos of that product. Frank will show you the technical side to successful photography. All you need to do is bring your camera (any size or shape) and then get practicing. No more pixelated images, and no more blurred designs. Social Media Workshop by Hannah Dunne 1.30pm – 3pm & 3.30pm – 5pm Hannah Dunne is no stranger to the Florist Industry. Her previous roles include editor at Florist Business and web-editor at The Florist. She’s now working her magic on several marketing and communication projects in the industry and has written heaps of business led articles. She’s at Vision to share with you her knowledge of social media and all the ideas she’s picked up from florists during her career. Expect genuine, actionable advice to take home and use straight away, and all based on methods used by real, inspirational florists and small businesses. Booking Information for workshops: Rates for BFA Members: £30 + VAT + Booking Fee or £50 + VAT + Booking Fee if you book both Rates for non-members: £40 + VAT + Booking Fee or £70 + VAT + Booking Fee if you book both You can book online at www.ticketsource.co.uk/bfaevents Saturday Evening: Drinks Party An informal drinks party will take place on the Saturday evening, and is the ideal opportunity to relax and enjoy chatting with old florist friends or to make some new ones! It’s free to attend, you just need to make sure you book a ticket online at www.ticketsource.co.uk/bfaevents 18 WWW.BFAFLORIST.CO.UK

Vision 2018 Sunday: A full day of business speakers and debate with like-minded florists Rates for BFA Members: £45 + VAT + Booking Fee. Includes lunch, tea and coffee. Rates for non BFA Members: £65 + VAT + Booking Fee. Includes lunch, tea and coffee. You can book online at www.ticketsource.co.uk/bfaevents If you have any other queries, you can contact our association manager Tracy Tomlinson: [email protected] The Speakers: Dave Musson Instagood - how to up your Instagram game Dave is a master in his field and will be sharing all the expert tips on how to; ‘Up your Instagram game’. Whether you are yet to start an Instagram account for your business or are a dab hand, Dave will share his wealth of knowledge and secrets to get your business noticed and bring you more trade! James Costello, Irish Green Guys A Growers Perspective For two decades James Costello aka The Irish Green Guy, has been supplying a stunning range of top quality, eco-conscious and great value foliage which utilise the unique climate of Southern Ireland. So, it may come a surprise that James wants to talk about how growers need florists - the importance of us coming together for good communication. Leo van Holstein Creating Gerbera You need no introduction to Gerbera, and possible no introduction to the Holstein Company. Leo and his team have been growing Gerbera for more than four decades. The passion is unrivalled, and it’s clear to see at stage of the growing process, from breeding to packing. They simply are the all-round Gerbera specialist: if you think you know Gerbera, trust us when we say this will be an enlightening talk. Danny, Cyber Security Limited Cyber Security and GDPR Change first sentence to: As much as we may not want to hear it, we all need to be aware of the steps we need to take to ensure our businesses, and in turn our clients, are protected from any cyber nasties! In this day and age, we simply can’t do without technology in our business and Danny will give advice we can all follow not just on securing our tech, but on the laws for GDPR that will affect us all and come into full effect in May 2018! Damian Bailey, The Wedding Industry Awards Founder Entering Awards – a vital part of your marketing strategy! Damian knows a thing or two about why awards can be a launch pad for any business, having set up TWIA in 2011 to recognise and reward excellence in the wedding industry. He has seen exceptionally successful and ingenious marketing ideas, used by entrants. Wedding businesses have seen great exposure with vast improvement in quality and quantity of their clients. Damian will share the secrets of how you too, can spring-board your company! Paul Nash, Senior Partner of Price Waterhouse Cooper Retail Outlook: what’s in store for the blooming UK retail sector? Paul is not only the Head of the tax practice for PwC’s Capital Projects and Infrastructure Group but also the Head of the Asset Finance and Leasing Group. On a daily basis he advises multi- national companies and infrastructure groups on a whole range of financial, taxation and investment matters in an efficient manner. Paul will not bamboozle you but give you great advice in these uncertain times that we find ourselves in. WWW.BFAFLORIST.CO.UK 19

Vision 2018 Dr Jill Timms, Coventry University Flower Ethics Jill is a senior Lecturer at Coventry University and currently co-leading a long-term research project into sustainability, ethic and certification in the flower supply chain. Jill is working in collaboration with the leading organisations around the world, her talk will tell you more about the project, highlight her results so far including the potential benefits and challenges for florists, and how you might help to shape the future of the research. She hopes to learn plenty from you during the weekend too. Nicola Hanney, The Eco Florist You & Your Environmental Impact Nicola from Wild and Wondrous flowers is a florist that finds a balance in the practical side of floristry and is aware of the environmental impact of floristry practices. Nicola will be sharing some of her ideas with you on the steps and considerations she has taken, to improve her business and how this has been of benefit. Tracy Tomlinson, BFA Association Manager & Brian Wills-Pope, BFA Chairman Floristry Fortitude! The BFA have never been stronger or more resolute in fighting for British florists. Jointly Brian and Tracy will be sharing with you the exciting future plans to continue to champion florists in the minds of the consumer, industry, media and government. Along with the tireless work that the BFA do as the voice of the independent florist. Fifth generation British growers of quality cut flowers since 1949. Address and accommodation details: Leicester Marriott Hotel, Smith Way, Grove Smith & Munson Ltd | Glenfield House | Ropers Gate | Gedney Park, Enderby, Leicester, England, LE19 Spalding | Lincolnshire | PE12 0GA 1SW. Office: 01406 363234 www.smithandmunson.com For those of you who want to stay over on 20 WWW.BFAFLORIST.CO.UK the Saturday night, we have negotiated a fantastic rate at the Leicester Marriott Hotel. All guests will receive complimentary car parking and the use of all the leisure facilities. Book your rooms directly with the Leicester Marriott Hotel quoting the code G9P. Single Room with breakfast: £82.00 Single Room with breakfast and evening meal: £105.00 Double Room with breakfast: £92.00 Double Room with breakfast and evening meal: £138.00 Alternative Places to stay: Premier Inn Leicester Fosse Park Premier Inn Leicester Braunstone We look forward to seeing you there!



FleurEx FleurEx 2018 The BFA’s tradeshow for professional floristry is back for 2018. This year marks the 10th anniversary of the show that has grown year on year. We are back at the Hilton Metropole Birmingham, but this time there’s a different venue layout and new exciting content. The weekend will be held on Saturday 27th and Sunday 28th October 2018 and is set to be the biggest and best yet. There will be demonstrations and masterclasses by world- class floral designers, as well as inspiration, engaging trade exhibitor stands and floristry competitions. Watch out for updates in the coming months. Strelitzia Software: Relaunching on the cloud, Summer 2018 Strelitzia, the business possible, so I find it much easier management software that is than previous systems we have tailored specifically for florists is used in the shop. As you build soon relaunching on the cloud. the customer information up, it This is a hugely exciting upgrade gets easier and easier to use as for the software and will also host everything is already available and lots of new features to boot. Apple ready to use.” Nikki Meader, West products will be fully supported, Malling Flowers, BFA Retail Florist and you’ll be able to see how Shop of the Year. your business is doing at any time through access on your phone. For more information about how the software will help “You can tell that Strelitzia’s been your business, visit www. created by florists as everything strelitziasoftware.com or give the is designed to be as easy as office a ring on 01325 722398. 22 WWW.BFAFLORIST.CO.UK

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Chelsea Inspiration Days Sarah Cunningham Chelsea Inspiration Days Chelsea Inspiration Days Entering the ideas from the competitors. competition Whilst writing this article I am run by the in Ireland, having completed BFA, giving five of the seven heats held florists the across the country. On Sunday opportunity to the penultimate will be held compete at the at Bridgwater College for the prestigious RHS Southwest heat and on the 18th Chelsea flower March the final heat at Myerscough show, is an in Lancashire. Results will then be exciting, terrifying collated before the sixteen finalists and rewarding from both categories - RHS Chelsea experience. Young Florist of the Year and RHS It always gives Chelsea Florist of the Year. The competitors the opportunity to top sixteen florists from across try new techniques, get invaluable the country will have the honour feedback from the judges from the of competing at the RHS Chelsea UK Floristry Judges Guild and hone Flower Show in May 2018. their skills. The BFA Chelsea heats make up Watch this space to find out the an exciting part of the BFA Chelsea winners in the next edition of our Inspiration Days. This year the magazine! competitors were asked to design and create a stole to be worn by The next round of heats for the bride at a winter wedding in a qualifying for the 2019 final will be Scottish castle. Wow, what fun, an held EARLIER than usual and plans exciting and demanding schedule are in place to hold them during to stretch the skills and innovative June -September 2018. Further details will be available on the BFA website. 24 WWW.BFAFLORIST.CO.UK

Chelsea Heats Chelsea Heats & Inspiration Days Having just completed the last round of Chelsea heats you might think I am absolutely bonkers to now start on the next round. But we’ve listened to you and taken on board your comments about wanting to have the heats earlier in the year. Not only will it give competitors more choice with flower selection, but also it could well be a little less expensive (we hope). Why not come along, enjoy a May 2019. Finalists will be announced on qualify for this competition. demonstration, get hints and tips for your stage at FleurEx. The schedules for the competitions businesses and enter a competition all under one roof. This is your chance to We will also give Newcomers to are on the BFA website www. watch a fabulous designer in action, get the industry the opportunity to enter a britishfloristassociation.org. The florist ideas to improve your work/business competition, to get the feel of competing needs to bring the design with them to and with the added bonus of being able without the fear of a major competition. the heat (see chart for venues and dates). to enter the infamous Chelsea heats run In its third year this competition proved to Judging and results will take place on the by the BFA. The top sixteen competitors be very successful and we hope that new day giving the competitors the opportunity from each age group 16- 25’s and 26+ will florists across the country will take part to receive invaluable feedback from the be invited by the RHS to compete at the again. Junior florists who are training to judges. prestigious RHS Chelsea Competition in level 2 are invited to take part. You must have less than two years’ experience to Schedules are currently being written and will be published as soon as possible. Area Date/Time Venue TICKET PRICE Midlands Name & Address North East Sunday 10th June Entry to BFA Chelsea Inspiration Day London 10.45am-3.00pm Excelsior Wholesale, 37 Shirrall Drive Drayton Bassett, Tamworth, Staffs, B78 3EQ £10.00 + VAT + booking fee for BFA/IoPF members Ireland Sunday 8th July £20.00 + VAT + booking fee for non members South West 10.45am-3.00pm East Durham College, Willoughby Grove Sunday Peterlee, SR8 2RN Entry to participate in the BFA 9th September Chelsea Heat Competitions 10.45am-3.00pm Capel Manor College, Bullsmoor Lane, £50.00 + VAT + booking fee for BFA/IoPF Wednesday Enfield, members - Includes entry to the BFA Chelsea 4th July EN1 4RQ, Inspiration Day Sunday 16th £100.00 + VAT + booking fee for non members - September CAFRE, Greenmount Campus, 45 Tigracy Road, Muckamore, Antrim, Includes entry to the BFA Chelsea Inspiration Day Co Antrim BT41 4PS Bicton College East Budleigh, Budleigh Salterton EX9 7BY North West Sunday 23rd Venue to be confirmed BFA Newcomers Competition September Entry to the competition is FREE OF CHARGE, Come along, get ideas, meet with friends and colleagues a ticket to enjoy the Demonstration must be and join us at BFA Inspiration Days & Chelsea Heats purchased. For more information please visit www.bfaflorist.org and click on events. WWW.BFAFLORIST.CO.UK 25

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Annual BFA Industry Awards Vote for your favourite in the annual BFA Industry Awards The BFA annual Industry awards highest polled in each category The categories are recognise and reward excellence being invited to the BFA FleurEx in the florist sector and are hotly Gala Dinner and Awards Ceremony 1.   FLORIST SHOP OF THE YEAR anticipated. They’re now well at the Birmingham NEC Hilton 2.   IoPF FLORIST OF THE YEAR established and respected with Metropole Hotel on Saturday the 3.   FLORIST WEBSITE OF THE YEAR tickets for the 2017 Gala dinner 27th October. 4.   FLOWER SUPPLIER OF THE YEAR and awards ceremony at FleurEx 5.   SUNDRIES SUPPLIER OF THE YEAR selling out in record time as florists New for 2018! All corporate and 6.   LOCAL FLOWER WHOLESALER OF and other industry experts alike college members of the BFA will THE YEAR are always keen to see who gains be automatically entered into the 7.   FLORISTRY SERVICE PROVIDER the top spots.  awards nominations. This doesn’t OF THE YEAR stop you from nominating your 8.   FLORISTRY TUTOR OF THE YEAR This year the process will own choice and ‘hotting up’ the 9.    FLORISTRY TRAINING PROVIDER begin on the 1st May 2018 when competition. OF THE YEAR nominations may be made in 10. IoPF FLORISTRY STUDENT OF the ten categories.  Following These awards are being THE YEAR the closing date of the 30th June presented to individuals and for nominations, the verification companies as voted for by you, You are only able to vote once! So, make process will take place and the the British florist. To nominate your choices wisely. (whilst you may be short list drawn up. and recognise the individual or able to place votes numerous time, any company of your choice, simply duplicated votes will be removed from the Voting will open on the 1st visit the BFA website and click on final count.) August 2018, you will be able the ‘Vote Now’ button from the 1st You can vote for as many or few categories to vote for any of the verified May and fill in the details. It only as you wish and remember you CAN NOT nominees and will have until the takes a few minutes. VOTE OR NOMINATE yourself. 10th September 2018 before voting closes. All votes will then be counted and checked, the results remain top secret with just the six 28 WWW.BFAFLORIST.CO.UK

Run your business effectively with the most up to date technology Floral Frog was founded anywhere at anytime on any in 2016 with the vision of device, Florist’s can now save creating simple and easy- hours of time with simple to-use software aiding processing and tracking of all the Florist in running their orders, including automatic business effectively.  The delivery routing.  FrogPOS, idea was founded by Kim our iPad based POS system and Wayne. Kim brings allows Florists to easily over 16 years experience in process payments, including running a florist business; automatic accounting of all whilst Wayne has over 20 sales and expenses. With years in IT. This combination many more features on allowed them to develop a hand, Floral Frog brings comprehensive cloud based you the most up to date software package with fully technology in the UK Florist integrated point-of-sale marketplace. system. With the capability of being accessed from www.floralfrog.com T: 020 8068 6806 WWW.BFAFLORIST.CO.UK 29

Moyses Stevens Moyses Stevens Moyses Stevens is a well-known name in the florist industry. Their Elizabeth Street branch has just been named one of Vogue’s ‘Most instagramable shops in London’, and they are soon opening a flagship store and flower school inside Battersea Power Station’s redevelopment. It’s a certain trend that it’s difficult for florist shops out there at the moment, so what is David Cohen, MD of Moyses Stevens and The Flower Station, doing right? Katie caught up with him to find out: Hi David! Tell me a bit about unbelievable history and we are your background in flowers? extremely humble and proud to “I used to be in a completely be the custodians as such and different industry and I worked late to continue to take this fantastic most days. I was always frustrated company on its journey. We are that no florist shops stayed open constantly looking to be innovative later in the evening, and I could as I think this is something Moyses never seem to buy flowers when I Stevens has been known for. We wanted to. I had a crazy idea to open were for example very excited a drive-through florist, and 15 years when we learnt that Moyses Steven on, The Flower Station is open 24/7, first brought the hand tied bouquet bringing maximum convenience concept to the UK. I’m not sure with a very good, reliable service to what the 21st century equivalence London.” would be, but we would hope to be the company that continues Wow, the UK’s first ever drive- innovating and creating a wow through florist. That’s quite factor generally.” a deep dive into the world of flowers. When did Moyses Can you give me an idea of the Steven’s come along? scale of what you do? “Well, we “About 8 years ago, the then owner have heard that Moyses Stevens at of Moyses Stevens was looking one point was generally regarded as to leave the flower industry and being the largest florist in the world. approached me. The company We can’t verify that one way or was suffering difficulties at the time another, but whilst we are certainly and we inherited some issues, but not current holders of that accolade, we’ve worked hard over the years to I’d say we are fairly substantial for reinstate the company to its former a UK florist business. We currently standards and to focus much of our have over 100 staff on our books efforts on improving staff, attitudes, although as you can imagine, this training and general wellbeing.” can increase quite substantially on big days. We have 15 vans delivering Moyses Stevens is a very well- around London and send out over known business in the florist 100 orders daily.” industry. How and why do you think it has been, and continues It’s a current trend that the to be, so successful? highstreet is declining, and “Moyses Stevens has an unfortunately taking florist shops with it. You, on the other 30 WWW.BFAFLORIST.CO.UK

Moyses Stevens hand, are expanding your produce now and that goes Having flower shops in in our preferred locations. I’d business, with new shops for the quality of design, the London must come with therefore look to the next few in the pipeline. Why do you flowers, the value and the difficulties – how do you years to make these as strong think you are bucking this service. We just strive to be the negotiate busy roads as possible and to continue trend? best we can on all fronts and I and timed deliveries, for working with our amazing “It is a great shame that so guess that is working for us. example? “We are quite team to provide top quality many florists are finding lucky as we have a number design and service in all our it hard to survive in this We were delighted to be of locations, so it helps to sectors.” current climate and that such invited to take a shop at minimise pickup and delivery businesses are not supported Battersea Power Station as distances. It certainly has Why do you think the BFA is more by government initiatives. this is such an iconic building its challenges in managing important for our industry, Florists are generally so hard that is very close in age to our numerous shops, but we have and why do you think other working and creative and are own business. This will be our grown very organically, and this florists should support needed to provide a service flagship and our flower school helps us immensely. them? that is most certainly not will be based there together “For me personally, the BFA available from supermarkets. I with our events team. The What percentage of your is very important and I’m think we have to acknowledge shop has a fabulous position business is online? How realising what a fantastic job that supermarkets have their opposite the entrance to the important is this side of they are all doing. Any industry place and will continue offering Power Station where Apple Moyses Stevens? or body needs a representative affordable daily flowers, but are putting their headquarters “I think the percentages vary and the flower business is florists can offer so much in 2021. To say we are all depending on the time of year changing and is under pressure more, and I hope the public incredibly excited is a gross and online is certainly growing from events such as a weaker can support their local florists. understatement! and evolving. Clearly, a large pound and Brexit in particular. part of the industry has moved The BFA is able to see the I think it is no surprise to We’ve recently opened a online, and we will certainly be wider aspects of the industry anyone reading this that it has shop in Elizabeth Street in the looking to grow this sector of and inform on issues, trends taken a huge effort and a lot of heart of Belgravia and it is such the business.” and at times, to lobby and hard work to survive. I know a beautiful street. We are very represent the industry as a we have a fantastic name and happy to be here, and it will How does the Flower whole. The UK has the smallest history, but customers will complement our Chelsea shop Station work alongside proportion of florists to the always value you on what you and our new Battersea shop Moyses Stevens? overall flower industry than any very well.” “The Flower Station is a other European country (by completely separate business far) and the supermarkets have and we have always treated the largest. This gap is growing it as such. However, the two and it’s fantastic that we do companies do help each other have such representatives who wherever it makes sense and are willing to put in hard work it’s good to have that ability and efforts on our behalf.” to provide support whenever needed. Moyses Stevens Moyses Steven’s is working will always have its historic with Battersea Power Station to importance in the Flower create something spectacular industry, but Flower Station for Chelsea Flower Show. We’ll was my personal beginning be following their progress, and I have a very big affection so keep a look out in the next for the company. I’m sure there issue, out in July. are no other drive through florists that I have heard of, especially open 24 hours a day.” What is your vision for the future? “I think to have a good vision for Moyses Stevens, it is important to have a vision for the industry as a whole and the changing trends and needs. We already have a very established name and network of shops WWW.BFAFLORIST.CO.UK 31

Why you need to start accepting card payments Sometimes it feels like a losing battle to get ahead of business costs. But in order to continue succeeding with customers, you need to set your business apart from competitors, so keeping up with the times is important. Cash-only business can seem like a good idea because of reduced overheads but running a cash-only enterprise is actually costing you money. Here we explore why you need to start accepting credit and card payments to boost your business. Accountancy is easier Keeping track of cash can be difficult and cash can get lost. Online payments through card terminals, however, create a permanent record so that you can more easily keep track of your income. Security Customers also prefer to pay by card you to build a better business which is Holding a lot of cash in your business because it offers ease of payment more helpful to customers and more makes you a target for criminals. With and security. Customers will be less profitable too. card processing terminals you’ll hold comfortable handing over loads of cash, less cash and deter criminals from so you need to cater to their needs Why Chip & PIN Solutions? targeting you. and make your payment systems as The BFA have partnered with Chip & Saves time accessible as possible for them. PIN Solutions to provide members with Cashing up and taking stock of the day’s discounted card payment rates. You profits is time consuming and laborious. You’ll gain useful information will also receive £50 towards your BFA Using card processing means that you When you receive cash you do not learn membership renewal if you sign up with can do all of this easily and effectively anything about the customer, but this Chip & PIN Solutions. Other benefits using digital records. You’ll also be able is not the case with card payments. include No minimum monthly charges, to check on the state of your accounts When you receive a card payment you no authorisation fees, no additional easily and quickly from the comfort of will capture information about who card not present charges, no fee for your own home and will be able to stop the customer is, and this can help to switching, free back office accounting your regular trips to the bank too. improve your marketing and product tools and dedicated account manager. development. To find out further details visit www. It’ll make you money chipandpinsolutions.com or call 0800 The most important reason to have Accepting card payments and 881 8104. card processing capabilities is that it contactless card payments will help will make you more money. If you don’t have this capability then you rely on people carrying enough cash, which is commonly not the case. It’s also a well- known fact that people tend to spend more when they’re paying by card. You may be losing revenue or even clients because you do not take card payments. Customers prefer to use cards 32 WWW.BFAFLORIST.CO.UK

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Features Wim van Bohemen Flower Export is a The company provides high quality flowers family-run business with 35 years experience on a regular basis, and maintaining the cool in exporting the highest quality flowers. chain to your company’s doorstep. Also we We supply florists from London to the give you advise on how to maintain this Scottish borders. Also we ship flowers out quality as long as possible to United Arab Emirates for large weddings and events. We specialize in meeting the As a lot of companies start to sell online, we individual requirements of our customers by prefer to let you have a look in one of our means of regular personal communication. trucks to see and discover what we have to The flowers are bought direct from the offer, with a personal touch. We also give FloraHolland auction in the Netherlands our customers the ability to purchase from as well as from our regular growers. We our own web shop. are working with our knowledgeable and motivated family and employees. Our product is only handled when loaded into the truck and unloaded at the shopdoor. So therefore we avoid damage. contact info: email: [email protected] tel: +447831200241 address: Herenweg 121, 2201 AE Noorwijk, Holland Instagram: @wimvanbohemenflowerexport facebook: wim van bohemen flower export 34 WWW.BFAFLORIST.CO.UK

Sundries Introducing the new aqua box “Bloomie” Bloom-in-Box’s new aqua box “Bloomie” is made from recycled material that can be reused and recycled again. Essentially it is a frame styles that change over the made from recycled plastic, year to reflect all occasions. covered by a waterproof decorative film. It can be Giving a unique packaging stacked for easy shipping product which remains fresh and storage. and new all year round. With the frame being Your customers have no squeezed in much like a need to un wrap so your money bag to create a display remains exactly as fantastic sturdy hand tied you intended for the life of vase. flowers. Easy to use, easy to All made in the UK transport and in a range of www.Bloom-in-Box.com Mothers Day Cards, Easter Cards, Greeting & Sympathy Cards, Envelopes, Order Pads, Stationery & Order of Service for the Florist & Funeral Trades WWW.BFAFLORIST.CO.UK 35

Sundries Telephone: 01274 586666 e-mail: [email protected] www.maggiecards.co.uk 36 WWW.BFAFLORIST.CO.UK

FleuraMetz: FleuraMetz: From strength to strength From strength to strength WWW.BFAFLORIST.CO.UK 37 FleuraMetz has an illustrious history going back over forty years, with the foundation of the company laid by some remarkable pioneers in the Dutch flower trade. At the turn of the century, they were market leaders in the Direct concept, with direct purchasing from growers allowing their customers to buy super fresh product. They then went on to excel in Cash & Carrys and Truck Sales. With the boom of technology, how have FleuraMetz continued to be so successful? Ian McClellan, Branch Manager of their London Cash & Carry, explains all: 1. How long have you Uni and I fully expected been a wholesaler for, to get a glamorous job and how did you get in Brussels as part of into the industry? How the ‘new’ European long have you worked Parliament. Things didn’t for FleuraMetz? really go according to I feel like I’ve done plan, so I fell back on my this forever! My father experience and wrote was a wholesaler in to every company at Manchester market and Western International I used to get dragged market looking for to work at weekends an opening. Only one and school holidays. person replied to my He certainly taught me letter (and to this day, to get out of bed in the I always try to respond morning. If I wasn’t ready to speculative letters to leave on time, he went and emails, even with a without me. simple ‘no thanks’) and I’m still grateful to John I moved away from Best, then of Francis home in Rochdale Nicholls (part of the to get my degree (in Geest group) for taking Languages, Economics a chance and giving me and Politics) at Kingston an opportunity. Some of the more experienced florists out there will remember a very naïve salesman making his way in a challenging market. It was certainly an experience!

Features B. the type of florist who shops with us: We all know there is a real shift happening with many wedding and event florists moving away from the high street and into smaller studios with much lower overheads. As a responsible wholesaler, FleuraMetz will always have a trade-only policy so we insist that only those florists who are buying flowers to create something and sell it on are able to buy from us. We don’t support those people who want to buy flowers for personal use. Every type of customer has different needs and priorities. We are well placed to give individual attention to every individual and organisation. Later I worked at Covent Garden the years? C. How the florist expects to buy for 18 months, then back to Western A. popular varieties of flowers: I believe that the modern florist has a International with John (now running his Varieties of flowers go in and out great choice of ways to buy. For many, own company at Best Blooms) and then of fashion as quick as you can say nothing can beat the convenience of on to Flowervision where I spent 11 ‘instagram’ – our customers’ needs are online ordering with next-day delivery. years, first as a salesman, then as the driven by the public who seem to be Others love to ‘see and smell’ the manager of the London location. incredibly well informed by every social flowers before buying. I’ve been lucky media tool out there. This is a double- to experience first-hand the explosive The opportunity came to join edged sword for us all. It’s great to have growth of the online platforms and it’s FleuraMetz in 2013 and the last 4 years an engaged customer who knows the really transformed the market. From have been a fascinating experience. value of something but sometimes it’s being the first online wholesaler in the There are not so many really big hard for people to understand that UK some 30 years ago, FleuraMetz is companies in the wholesale industry, all flowers are not available all year once again looking to challenge the and it’s great to have some support round. The thing I miss the most is the market by providing a virtual platform behind you. I really feel at home here. seasonality of our flowers. Somehow that is used not only by the florist but Peonies in February just seems wrong. also by those professional growers 2. What service do you aim to who want to have more direct contact provide for your customers? with their customers. Those Preferred All wholesalers and exporters can Suppliers of FleuraMetz have a more supply flowers, but not everyone can direct link to our florists allowing them back it up with great customer service. to offer special prices and the very That’s what we are all about. Everyone freshest of their crops. we employ has years of experience in the trade – there really is no shortcut For weddings and events, we try to to getting that knowledge of flowers remove the uncertainty by offering and how to supply them. In our Cash fixed prices one week in advance on & Carry sales team, we love to employ our webshop. Our customers tell us people who work (or have worked) as a this is the most helpful tool when florist – they really understand the daily buying flowers for upcoming jobs. I’ve challenges our customers face. heard that not all wholesalers offer this service. We don’t claim to be perfect, but we really do care about our customers 4. How many branches do you have and our flowers. When something goes in the UK? wrong, we will do whatever we can to Currently we have 3 locations in the find a solution. Going the extra mile is UK and Ireland – My team in London, what FleuraMetz is all about. Even our Michel and his colleagues in Glasgow company slogan ‘successful together’ and Dave and the team in Dublin. – may be a little bit corny - but it really Not just a stand-alone Cash & Carry, sums up our way of thinking. these locations also act as a hub for our Direct Sales from Holland. We are 3. What have you seen change over looking to expand our network, so if 38 WWW.BFAFLORIST.CO.UK

Features there are any independent wholesalers out there looking for some backing and support, please give me a call. 5. Do you stock British Flowers? If not, is this something that you are aiming to do? We do stock seasonal British flowers in the Cash and Carry. Joe Blythe has many years’ experience in working with some of the best growers in the UK. Logistics prevent us from offering this range from Holland at the moment, but we are hoping to resolve that in the future. 6. What other services do you offer 7. FleuraMetz trades all over the Marketing innovation will continue the florist? world. Why do you think you’ve been to take a more central role at FleuraMetz in the UK benefits from so successful? FleuraMetz.  With the innovation we’re having a great team looking after Local knowledge and expertise. Finding currently implementing, we’re able to our florists. We have Eddy Deighan the right person is the key to everything. be the seamless interface between and his crew of regional managers It builds naturally from there. the grower and the customer in real taking care of the Direct orders from time - something which only two years Holland, backed up by the extremely An additional benefit to being present ago would have seemed unimaginable.  knowledgeable gang in Holland led by in other countries is that market We will continue to invest in the Hans van der Voort. We have a blog fluctuations tend to even themselves future by developing new and existing on our website and we love to engage out. When the UK market is finding it markets.  Although a lot of wholesalers with our florist partners through social tough, our colleagues overseas can are worried about the uncertainty in the media. Our marketing department support us and vice versa. Our offices UK, we believe that the market still has helps us to keep up to date with the in South America mean that we are able a lot of growth opportunities.   latest trends and upcoming events to import flowers direct from Ecuador which we share online. and Colombia without passing through We currently buy 50% of all of all the euro-zone – saving money for our our flowers from our 250 Preferred We are not just about flowers – we customers. Suppliers (these are leading growers we have a dedicated plant department who have strategic, long-term relationships have access to an amazing range of 8. What are the visions for the future with).  We expect this number of products. at FleuraMetz? Preferred Growers to rise to 70% of our We are continuing to invest heavily in buying in the next two years.  IT.  One such major investment is the App.  Although we’re widely considered And finally: to have one of the best App’s in the We know that Metz used to have a industry, we’re continually striving reputation for being a bit expensive. to make it better.  We’re only now Give us a try - you might be pleasantly beginning to scratch the surface of surprised! utilizing data for predictive ordering.  Find FleuraMetz at: www.fleurametz.com www.instagram.com/fleurametz_official www.facebook.com/FleuraMetz.HQ www.pinterest.com/FleuraMetz_HQ WWW.BFAFLORIST.CO.UK 39

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Flower of the month Flower of the month by The Flower Council of Holland The flower of the month is back, and here at the BFA, we’re making it even easier for you to utilise this as a marketing tool. Each month, we’re creating downloadable posters available for free on our website, www.bfaflorist.org. Look out in the newsletter for new ones being released! April Origin of the gerbera The Gerbera The gerbera is an unscented flower which is part of the Asteraceae family. It originates from South Africa, Asia, South America and Tasmania. Some 900 million gerberas a year are produced in the Netherlands with 600 different varieties of colour, shape and size. She’s one popular lady! The gerbera’s colours and shapes When you think of gerberas, you think of colour! The gerbera’s basic colours are white, red, yellow, pink, purple, orange and green. The flower is also available bicoloured, multicoloured and in various shades derived from the basic colours. The flower’s beautiful heart can be black or green. In other words: there’s plenty of choice when it comes to colour. The shape is always cheerful: single and double flowered, pom-pom and spider shapes. Have you noticed that when a child draws a flower, it’s always in the shape of a gerbera? Caring for the gerbera • Trim the stem diagonally with a sharp knife. • Use a clean (glass) vase and fill it with approx. 7 cm of tap water at room temperature. Use cut flower food for a mixed bouquet. • Ensure the right ambient temperature (max. 20 °C). • Do not place gerberas in a draught, in full sun or near central heating. • Regularly top the vase up with tap water.  Symbolism of the gerbera The gerbera is the birth flower. Its presence means: you make everything more beautiful! With its colourful and sunny appearance it makes your home loads more cheerful and welcoming straightaway. 44 WWW.BFAFLORIST.CO.UK

Flower of the month May Origin The Calla The Calla used to go by the impressive name of the Ethiopian arum lily. It originates from an area extending from South Africa to Malawi, where it grows in swamps. The areas where it grows are alternately marshy and dry. This means that the Calla is not only beautiful, but also strong. Colours and shapes of the Calla The Calla offers plenty of choice when it comes to colour. The flower comes in white, red, yellow, pink, purple, orange, green, black and bi-coloured. The most noticeable aspect of the Calla is the beautifully shaped spathe. This spathe is actually a petal, and emerges serenely and majestically from the stem. It’s a kind of wrap that slowly opens up until you can look deep into the heart of the plant. The actual flowers are very small and are located on the elongated spadix in the centre of the spathe. Care tips for consumers Give your customers the following tips so that they can get optimum enjoyment from their Callas. • Hold the flowers by the stem and trim the stems diagonally. • Place the Callas in a clean vase with clean water. • Add cut flower food to the water. • Regularly trim the stems a little, and remove any stems that have become slimy. • Don’t place your flowers in a draught, in direct sunlight or near a source of heat. • Don’t place your flowers near the fruit bowl. Fruit naturally emits ethylene gas, which causes flowers to age rapidly. Calla symbolism The Calla has various symbolic meanings. It is considered a flower of purity and sympathy, and represents beauty. The Calla is also considered a lucky flower. This dates from the Greek and Roman period. They associated the flower with festivities and enjoyment, because the shape of the bloom resembles a goblet used for drinking. Although many centuries have passed since then, the Calla has always retained this meaning. WWW.BFAFLORIST.CO.UK 45

Flower of the month The peony’s origin We have been enjoying the magnificent peony in Europe since 1784. In China they had fallen under its spell long before that. There the peony was cultivated not only for its flowers, but particularly for its roots. According the Chinese it could be used to reduce fever and clot blood. But we don’t recommend putting the peony in your mouth - stick to enjoying its beauty with your eyes. June The peony’s colours and shapes Anyone who falls for the charms of the peony is in luck: there are more than 1000 varieties available in all sorts of shapes and colours. They come with a single row of petals, or with semi- double or double flowers. There is also ample choice in terms of colour: the cheerful peony comes in pale yellow, romantic white, candy pink or dark red. And the fragrance of peonies is particularly appealing and beautifully sweet! The Peony Caring for peonies • Trim 5 cm off the stem diagonally with a sharp knife. • Use a clean vase and fill it with fresh water. • If your peonies are thirsty top up the vase. • Don’t place the vase in a draught, in full sun or near the fruit bowl. Peony symbolism The peony represents love, happiness and health, amongst other things. It’s no surprise that the peony is a popular guest at spring weddings. But it’s not just lovebirds that are attracted to this flower. Surely we all enjoy bringing a big bunch of positivity and love into our home? 46 WWW.BFAFLORIST.CO.UK

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The Waterdrinker Green Trade Centre The Waterdrinker Green Trade Centre If you’re ever lucky The amount of varieties of indoor and outdoor plants is vast – great enough to get the chance for scrubbing up on your knowledge of existing and new varieties. to go over to Holland, you must do it. The inspiration Below left: Hanging plant chandeliers line the entrance, giving you an idea of how big the the trip gives you is such a centre is. Try creating smaller versions in your shop with air plants? boost, and there’s plenty of places in and around Above right: When displaying sundries in your the auctions in Aalsmeer shop, make sure you group them you can go. Why not partner up with a couple of other florists? This also means if you decide to buy any amazing sundries from the numerous wholesalers over there, you can split the transport to the UK, and split boxes of products, keeping the price and quantity down per business. One place that is worth the visit is the newly opened Waterdrinker Green Trade Centre in Aalsmeer. Not only does it stock and sell the most amazing plants and sundries, it is also a huge knowledge centre and inspiration hub. Europe’s largest green purchasing centre, there is a total of 25,000 m2 of plants, flowers, pots and accessories for you to see. The site is a place to share knowledge of market and consumer trends, with young and exciting designers and brands presenting their products in inspiration areas around the centre. Read on for inspiration and new ideas for shop décor, window dressing and display from Waterdrinker Green Trade Centre. 48 WWW.BFAFLORIST.CO.UK

The Waterdrinker Green Trade Centre Above left: Use your window or a specific area in your shop to create lifestyle inspiration using the products that you sell Above: Display Idea: Use wooden sticks to hang pots with plants in Above: Display Idea: Source boxes and planks Above: Create a flat wire structure and thread silk flowers through it. that enable you to create shelving that’s unique Attach it to your wall, ceiling or use it in your window. and variable. WWW.BFAFLORIST.CO.UK 49

The Waterdrinker Green Trade Centre Below: Window Dressing: Windows need points of interest at different levels. Try sourcing a piece of tall drift wood and hang flowers and materials from the top. Above: Reclaimed furniture is always a winner. Why not sell your display furniture so you can continually update the look of your shop? Above: Window Dressing: Got some wooden slices? Drill 3 hooks around the edge and attach rope in order to hang them in your window. 50 WWW.BFAFLORIST.CO.UK