Date December 6, 1994

Title of Project Post-Greenhouse Evaluations of Forced Bulbous Plants

Institution where work is being conducted N.C. State University and Univ. of Florida

Amount of Endowment Grant $12,000 ($3,000 NCSU - $9,000 FL)
Covering Period 6/93 to 6/94

Anticipated Date of Project Completion/Final Report 1995

Individual(s) Conducting Project:

(List Project Leader First)

Dr. Terril Nell (University of Florida) - Title Professor

Telephone Number (904) 392-1829

Dr. James Barrett (University of Florida) - Title Professor

Dr. A.A. DeHertogh (N.C. State University) - Title Professor

Post-Greenhouse Evaluations of Forced Bulbous Plants

Terril Nell, James Barrett, A. A. DeHertogh

University of Florida and North Carolina State University

Progress Report to the American Floral Endowment, 12/6/94

A. Project Objectives:

To determine the effective home-life of selected non-rooting room forced bulbs and tuberousflowering potted bulbs.

To establish the optimal post-greenhouse light and temperature requirements for forced bulbous plants.

B. Summary of Work Completed:

Most of the work completed was provided in the report earlier this year due to the seasonalityof these crops. We received shipments of Anemone in December — another shipment isscheduled for the first week of January. Other bulb crops have been planted and will be flowered

and evaluated in 1995.

C. Results to Date:

Results were provided in the earlier report.

D. Future Plans Covered by the Endowment Grant:

Shipments of bulbs listed on the 1995 proposal are planted and will be evaluated as scheduled.for spring 1995.

E. Anticipated Benefits for Floral Industry:

Potted bulbs offer the consumer an excellent product for fall and spring holidays and floral sales.These results illustrate the importance of maintaining flowering bulbs at cool temperaturesthroughout the post-greenhouse phase. This information should be useful in floral marketing

programs.

F. Additional Information/Publications:

Results of the bulb research were published in the December 1994 newsletter of the OhioFlorists Association (see attached, page 4-5). Armellini Express Lines has been mostaccommodating in transporting plants from Raleigh to Gainesville.

All the information accumulated on the forced bulbous crops will be included in the 5thedition of the Holland Bulb Forcer’s Guide that will be completed in Fall, 1995.

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Florists Can Make Commercial Accounts More Profitable

Both consumers and businessespurchase flowers. While there is asmall, but growing, base of

information that describes how and

which consumers

buy floral

products, little

research has been

conducted to

etermine ow

businesses buy

floral products.

To add to this

limited information, the Auburn

University Horticulture

Department, Alabama Agricultural

Experiment Station, and American

Floral Endowment collaborated in a

study to determine how businesses

purchase flowers from florists.^1 The

study consisted of two parts, a

survey of florists and a survey of

businesses. We will discuss the

florist-directed survey in this article.

The objective of the research was to

determine what florists were doing

to recruit and maintain commercial

accounts.

Survey Methodology

A tested and revised, florist-directedsurvey was mailed to 1,001 floristsrandomly selected from 10 cities.

The cities were randomly chosen

from the top 100 metropolitan areas

ranked by population (Sales &

Marketing Management, 1991). The

cities chosen were Columbus, Ohio;

Charlotte, North Carolina; Richmond, Virginia; Fresno, California;

Worcester, Massachusetts; Ventura,

California; Harrisburg,

Pennsylvania; Baton Rouge,

Louisiana; Vallejo, California; and

Miami, Florida. Florists were

randomly chosen from listings in the

Yellow Pages directory under

“Florists.”

The survey was mailed twice to eachflorist, on July 16 and 29, 1992. Werequested that the survey be

completed by the owner or active

manager. The response rate to this

first version of the survey was 7

percent, or 69 of 1,001 mailed. This

rate was considered very low by at

least one standard (Dillman, 1978).

A random telephone survey was

conducted on August 18, 1992, to

determine why there was such a low

response rate to the first version.

Results of the telephone survey

indicated that florists lacked

concern for the survey or were too

busy to complete the long survey

form. Some of the comments about

the mail survey were: 1) it was hard

to determine answers to some of the

questions, 2) some florists were not

interested in the survey - its

importance or implications, and 3)

some didn’t collect the type of

information requested.

A condensed version of the firstsurvey was constructed and mailedto the nonresponding florists on

September 2 and 23, 1992. A total of

606 surveys were mailed the second

time, after the businesses who

answered the earlier survey and

those with incorrect postal

addresses were removed from the

list. Fifty-two surveys were filled out

and returned, for a 9 percent

response rate for the second mailing.

We statistically compared responses

from the long and short forms and

found that they were similar enough

to be combined. This yielded 101

completed surveys of 1,001 florists

in the sample (10 percent average

response rate).

Because of the way in which floristswere selected, survey results will bemore reflective of florists in large

metropolitan cities who have an

interest in commercial accounts

rather than of all florists in general.

Results

The majority of responding floristswere small firms, not multi-milliondollar operations. The average

(mean) total retail sales for the

responding florists in 1991 was

$359,338. The total distribution of

1991 retail sales ranged from $1,100

to $3 million, with 50 percent of the

florists’ total retail sales falling

below $250,000. The surveyed

florists had an average of 1.2

locations; 83 percent of the florists

owned one location, and only 14

percent owned two locations.

During the year preceding thesurvey, 1991-92, 61 percent of theresponding florists increased the

number of their commercial

accounts between 1 percent and 10

percent. Twenty-eight percent

reported small changes (+/- 1

percent) in the number of

commercial accounts over the same

one-year period. From 1989 to 1992,

66 percent of the responding florists

increased the number of their

commercial accounts between 1

percent and 10 percent. Seventeen

percent of the responding florists

reported small changes (+/- 1

percent) in their number of

commercial accounts.

During the five years prior to thestudy, commercial sales volumeincreased between 1 percent and 10

percent for 75 percent of the

responding firms. Thirteen percent

of the retail florists reported a 1

percent to 10 percent decrease in

commercial sales volume. Another

15 percent of the florists reported

small changes (+/- 1 percent) in their

commercial account retail sales.^2

We asked the florists to report onthe type of business their top threecommercial accounts conducted.

Offices and clinics of medical doctors

(14 percent), manufacturing

industries (12 percent), and

restaurants (8 percent) were

reported as the three largest

commercial accounts.

Florists appeared to recruitcommercial accounts in anonaggressive manner. This was

evident because florists spent an

average of only three hours per

week actively recruiting commercial

accounts. The distribution of

recruiting hours spent ranged from

0 hours to 48 hours per week. Sixty-one

percent of the surveyed florists

actually spent no time recruiting

commercial accounts during an

average week. It was estimated that

17 percent of the florists’commercial

accounts were “landed” as a direct

result of advertising (or recruitment

activities). Recruiting of commercial

accounts was conducted primarily

through the donation of products

and services to businesses

(50 percent), direct mail advertising

(44 percent), and personal visits

(31 percent).

The florists surveyed did a poor jobof maintaining contact with theircommercial accounts. Fifty-five

percent of the florists did not

communicate (talk or visit) with

their largest accounts at all.

Fourteen percent communicated

with their largest accounts weekly,

13 percent monthly, 10 percent

quarterly, and 8 percent annually.

Fresh flowers accounted for morethan half (57 percent) of theproducts sold to commercial

accounts; 14 percent were foliage

plants, and 11 percent were

blooming plants. These three

product categories constituted more

than 75 percent of commercial

account purchases.

Funeral/sympathy (80 percent),illness/hospital (80 percent), andbirthday (60 percent) were the

occasions for which the three largest

commercial accounts placed the

most orders in 1991.^2 Secretary’s

Day (64 percent), Valentine’s Day

(33 percent), and Mother’s Day (27

percent) were the holidays that the

three largest commercial accounts

placed the most orders for in 1991.^2

Thirty-six percent of the floristssurveyed indicated that, of all theoccasions, funeral/sympathy

arrangements generated the

greatest dollar amount. Illness and

birthday arrangements generated

lesser amounts. Christmas

generated the greatest dollar sales

of the holidays listed on the survey,

according to 56 percent of the

florists surveyed. Secretary’s Day

accounted for 20 percent of dollar

sales, and Valentine’s Day

accounted for 12 percent. The three

holidays combined accounted for 88

percent of the dollar sales to the top

three commercial accounts.

Commercial Potential

Commercial accounts composed upto 30 percent of the averageresponding florist’s business. Thus,

these could become an important

part of a florist’s market. However,

from the low response to the survey,

we concluded that few florists were

interested in this segment of the

market. Perhaps it is the additional

volume on holidays that prevents

some florists from pursuing this

market segment. Those florists who

responded indicated that both

number and sales volume for

commercial accounts were

increasing, even without very

aggressive marketing by the florists.

There are ways florists can recruitnew commercial accounts and makecurrent accounts more profitable.

The most effective forms of

recruiting commercial accounts were

reported to be direct mail

advertising, personal visits, and

donations of products and services.

Based on the information from

responding florists, offices and

clinics of medical doctors, manufacturing industries, restaurants,

legal services, and government

agencies appear to be the best

targets for new commercial

accounts.

Florists could also increase theprofitability of their existingaccounts by visiting them regularly.

Fifty-five percent of the florists

surveyed did not visit any with their

existing commercial accounts.

Visiting or calling to check on

services and notify commercial

accounts of specials could increase

florists’ existing orders.

^1 This research was funded by theAmerican Floral Endowment.

^2 Total adds to more than 100 percentbecause of multiple responses.

Literature Cited

Dillman, D.A. 1978. Mail andtelephone surveys: The total designmethod. John Wiley & Sons, Inc.

New York.

Sales and Marketing Management.1991. Survey of Buying Power. BillPublications.

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Increasing The Longevity And Quality Of Flowering Potted Bulb Plants

Most forcers and retailers areaware that the primary focus ofbulbs as flowering potted plants is

to produce high

quality plants in

the greenhouse.

However, very

little research has

been conducted o

the optimal light

and temperature

conditions for

these forced plants under home

conditions. Thus, starting with the

1988-89 season, a cooperative

program was initiated with Drs.

Terril Nell and Jim Barrett,

Department of Ornamental

Horticulture, University of Florida,

Gainesville, Florida, and Dr. A. A.

De Hertogh, North Carolina State

University (NCSU), Raleigh, North

Carolina. This program has been

funded, in part, by the American

Floral Endowment.

The plants were forced to theproper “Bud” stage of flowerdevelopment at NCSU (Table 1 on

page 4). They were boxed

(compliments of Nurserymen’s

Exchange, Half Moon Bay,

California) and transported by

commercial carrier to Florida. This

process took an average of three to

four days. Plants were then placed

in controlled environment rooms

maintained at 65′F (18′C), 70′F

(21′C), or 75′F (24′C) with either

50 or 100 footcandies of light for 12-hour

periods.

Selected rooting room and non-rootingroom bulbs were evaluated.

It is our goal to evaluate all bulbslisted in the fourth edition of theHolland Bulb Forcer’s Guide (De

Hertogh, 1989) and all potentially

“new” potted plants. The trials for

tulips, hyacinths, daffodils, Crocus,

Iris reticulate, and Muscari are

complete. The results have been

summarized in Holland Technical

Service Bulletin No. 34. The trials

for Amaryllis (Hippeastrum),

Calla (Zantedeschia), Paperwhite

Narcissus, Astilbe, Freesias, and

Lilies have been summarized in

Holland Flower Bulb Technical

Services Bulletin No. 38.

Procedures

Programming and greenhouse conditions. All bulbs were forcedat NCSU using the programming

and greenhouse conditions

described in the fourth edition of

the Holland Bulb Forcer’s Guide.

Depending on the crop being forced,

either sterilized planting media, pH

6.5 to 7.0, consisting of equal parts

pine bark, soil, peat, and sand, or

Sunshine Mix No. 4 was used.

Removal from greenhouse.Each type and cultivar of flowerbulb was removed from the

greenhouse in the proper “Bud”

stages of floral development (De

Hertogh, 1989).

Storage before packing and shipping. When required, theplants were placed in the proper

“Bud” stage of floral development,

at 35′F (2′C) until packed.

Packing. All plants were packed inwaxed floricultural shipping boxes.When needed, styrofoam chips or

paper was used as a filler to protect

the plants.

Shipping. After packing, boxeswere placed at 35′F (2′C) until theywere picked up and transported by

refrigerated truck to the University

of Florida. This took an average of

three to four days.

Handling after arrival. Plantswere removed from the shippingboxes, graded, and then placed in

controlled environmental rooms

under the following conditions.

Temperature Light Condition

65′F (18′C) 50 footcandles

65′F (18′C) 100 footcandles

70′F (21′C) 50 footcandles

70′F (21′C) 100 footcandles

75′F (24′C) 50 footcandles

75′F (24′C) 100 footcandles

Planting media was watered as

needed under all conditions.

Results

Longevity of all flowering pottedbulb plants, except Anemoneblanda, was greatest when they

were maintained at 65′F (18′C)

(Tables 1 and 2 on page 4). Interior

light level had little influence on

the longevity. Maintenance of the

plants at higher temperatures

reduced longevity and quality.

Marketing of plants past the

optimal “Bud” stage of development

led to a significant reduction in

quality and longevity. Anemone

blanda was unacceptable under all

interior conditions. The results

with Anemone blanda demonstrate

the importance of evaluating new

crops for greenhouse performance

and interior performance before

introducing them for commercial

production.

Literature Cited

De Hertogh, A.A., 1989 HollandBulb Forcers Guide, 4th Edition.International Flower Bulb Centre,

Hillegom, The Netherlands.

Nell, T.A., J.E. Barrett and A.A. DeHertogh. 1993. Post-greenhouse(consumer) requirements for non-rooting room bulbs forced as potted

plants. Holland Flower Bulb

Technical Services Bulletin No. 38.

Nell, T.A., J.E. Barrett and A.A. DeHertogh. Post-greenhouse(consumer) requirements for

rooting room bulbs forced as

flowering potted plants. Holland

Flower Bulb Technical Services

Bulletin No. 34.

Author’s Note

Special thanks is given to RiaLeonard at the University ofFlorida and Lena Gallitano at

North Carolina State University for

their assistance with these trials.

Table 1. Summary of postproduction longevity of rooting room flower bulbs.

			Days of Potted Life at
	Optimum Stage		65′F (18′C) and
Bulb Forced	for Marketing	Cultivar	50 or 100 Footcandles
Tulipa	Green bud stage	‘Capri’	14
	of development	‘Monte Carlo’	17
Hyacinth	When florets begin	‘Amsterdam’	10
–(Hyacinthus orientalis)	to show color	‘Ostara’	17
Narcissus	Pencil stage of flower	‘Bridal Crown’	18
	development	‘Ice Follies’	10
Crocus	Sprout stage of	‘Pickwick’	8
	development	‘Remembrance’	9
Iris	Sprout stage of	‘Harmony’	6
–(Iris reticulata)	development
Grape Hyacinth	First sign of color	‘Early Giant’	27
–(Muscari armeniacum)	in floret
Anemone blanda	When flowers		Unacceptable
	begin to color		under all conditions
Leucojum aestivum	When first floret		17
	begins to color
Scilla tubergeniana	When first floret		10
	begins to color

Table 2. Summary of postproduction longevity of non-rooting room flower bulbs.

			Days of Potted Life at
	Optimum Stage		65′F (18′C) and
Bulb Forced	for Marketing	Cultivar	50 or 100 Footcandles
Amaryllis	First flowr stalk	‘Summertime’	23
–(Hippeastrum)	30 cm long	‘Sundance’	18
Astilbe	When 20% to 30% of	‘Bulmalda’	19
	inflorescences open	‘Etna’	13
Caladium	When leaves are fully	‘Frieda Hemple’	All cultivars satisfactory
	expanded	‘Candidum Jr.’	after 30 days in all conditions.
		‘Rosebud’
Calla Lilies	2 to 3 flowers should be	‘Apricot Glow’	39
–(Zantedeschia)	fully colored	‘Galaxy’	50
Dahlia	When first flowers	‘Muchen’	36
	begin to open	‘Red Pigmy’	39
Freesia	When first floret of	‘Blue Navy’	31
	first inflorescence	‘Florida’	35
	begins to color
Lilium	When first flower fully	‘Aristocrat’	27
	colored but not open	‘Star Gazer’	31
Paperwhite	When spathe of first	‘Galil’	22
Narcissus	inflorescence begins to open	‘Ziva’	27

Terril Nell Department of Environmental Horticulture University of Florida

1545 Fifield Hall

Gainesville, Florida 32611

Jim Barrett Department of Environmental Horticulture University of Florida

1545 Fifield Hall

Gainesville, Florida 32611

A.A. DeHertogh North Carolina State University Department of Horticultural Science

P.O. Box 7609

Raleigh, North Carolina 27695

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