Flora-Stats Annual Report 1998
Wire Services Study
The Wire Service Study collected data for ten years. FTD decided to withdraw from the study in April 1998. Without all major wire services participating, it was deemed that the data generated would be of limited use, so this study ended with the last data collected April 1998. This will be the final year this information will be included in the FLORA-STATS report.
The format was designed to measure the number and dollar volume of all wire service orders and deliveries. The participating wire services were: American Floral Services, Inc. (AFS); Carik Services; Florafax International, Inc.; Florists’ Transworld Delivery, Inc. (FTD); 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.
Wallace treats all data treated as absolutely confidential. . Participating wire services provided order information to Wallace Data Comp, Inc. monthly. Reporting code numbers were assigned to each participant so that the records submitted and processed cannot be related to a specific company. After individual records had been consolidated at the ZIP code level, all reference to company codes were deleted. See page 7 for report.
Wholesalers Study
A Wholesaler’s Study collected data related to this segment starting in 1988. In 1990, the Endowment began using data collected by the Wholesale Florists and Florist Suppliers of American (WF&FSA) as part of their Operating Ratio Report questionnaire. This report was provided to the Endowment and used in this publication until 1998. In 1998, WF&FSA developed a new Wholesaler’s Profitability Report replacing the old Operating Ratio Report. The Executive Summary from this new report is being incorporated in this publication for the first time. The complete 29-page report is available directly from WF&FSA. The cost is $150 for WF&FSA members and $255 for nonmembers. For more information or to order this report, contact WF&FSA at 1.888289-3372.
Special thanks are extended to WF&FSA for providing this report and continuing to support the Flora Stats program.
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
