Flora-Stats Annual Report 1997
Wire Services Study
The Wire Services Study is in its tenth year of data collection. The format is designed to measure the number and dollar volume of all wire service orders and deliveries. The participants are:
American Floral Services, Inc.
Carik Services
Florafax International, Inc.
Florists' Transworld Delivery Association
Teleflora, Inc.
From 1987-1996, Ernst & Young served as the organization collecting and compiling data for this study. In December 1996, Wallace Data Comp, Inc. began providing these services. All data are treated as absolutely confidential.
Participating wire services provide order information to Wallace Data Comp, Inc. monthly. Reporting code numbers are assigned to each participant so that the records submitted and processed cannot be related to a specific company. After individual records have been consolidated at the ZIP code level, all reference to company codes is deleted. See page 7 for report.
Wholesalers Study
The Wholesalers Study has collected data since 1988. This is the sixth year the Endowment is using data collected by the Wholesale Florists and Florist Suppliers of America (WF&FSA) as part of their Operating Ratio Report questionnaire.
The WF&FSA questionnaire was revised to include the nine U.S. Census Regions and the distribution path of the wholesale sales. This new structure allows the Endowment’s report to be created without additional reporting from the wholesalers.
As with other Endowment-sponsored studies, absolute confidentiality in regard to individual responses is guaranteed. To further ensure confidentiality in the Wholesalers Study, input must be received from at least three companies in any of the 27 categories (nine census regions x three company-size divisions) in order for any information to be published. See pages 8-9 for report.
Production
Domestic
The Endowment's position relative to collection of data on domestic production encourages expansion and improvement of the U.S.D.A. Floricultural Crops Report. This annual data collection includes a survey of commercial growers in 36 states. Demographics are collected on producers of $10,000 and up gross sales. For producers of $100,000 or more, a detailed production breakdown is also collected. It includes value of sales, average value per production area and number of growers and growing areas by type of structure.
The categories included in the report follow: fresh cut and flowering pot plants; foliage; bedding/garden plants; cultivated greens; and selected Hawaiian Tropicals.
Imported
The Association of Floral Importers of Florida (AFIF) collects weekly data from its membership about fresh cut flower shipments. AFIF began collection in 1990. Data compiled is provided for FLORA-STATS. Data is provided for 1991,1992,1993,1994,1995 and 1996 on 14 flower types, including unit of measurement and units sold. See page 10.
Special thanks are extended to AFIF for the continued support of this program.
The Endowment invites other production/importing centers to examine this concept with a view toward becoming a participant in FLORA-STATS. The FLORA-STATS Committee stands ready to assist.
Consumer Study
A consumer tracking study was initiated in July 1992. It is intended to follow and collect information on the United States consumer floral purchase behavior and related trends over time. The objectives include gathering data to:
- Increase understnding of the floriculture markeplace through the eyes of the consumer
- Identify new opportunities.
- Identify consumer trends in the industry.
