Flora-Stats Annual Report 1999
Wholesaler's Report
A WholesalerÕs Study collected data related to this segment starting in 1988. In 1990, the Endowment began using data collected by the Wholesale Florist and Florist Supplier Association (WF&FSA) as part of their Operating Ratio Report questionnaire. This report was provided to the Endowment and used in this publication until 1998. At that time, WF&FSA developed a new WholesalerÕs Profitability Report. The Executive Summary from this report is incorporated in this publication. The complete 29-page report is available directly from WF&FSA. The cost is $150 for WF&FSA members and S255 for non-members. For more information or to order this report, contact WF&FSA at 1-888-289-3372.
Special thanks are extended to WF&FSA for providing this report and continuing to support the FLORA-STATS Program.
Production
Domestic
The EndowmentÕs 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 S 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 consist of: 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 members 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, 1996, 1997, and 1998 on 14 flower types, including unit of measurement and units sold. See page 10.
Special thanks are extended to the AFIF for their 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 understanding of the floriculture marketplace through the eyes of the consumer
- identify new opportunities
- identify consumer trends in the industry
- provide a long term baseline too
Consumer Floral Purchases Tracking Study
The Endowment establishes and maintains the consumer tracking study through the direct financial support of its users. Like all components of FLORA-STATS, the intention is either for the programs to be self-supporting or provided from a cooperating industry source. Industry members have several options for gaining access to the consumer study data (see page 7 for details).
