American Floral Endowment Update - Fall 2003
Botsis Program Strives to Educate Wholesalers
An educational session titled, "Reinvent Your Business It DoesnÕt Take Magic," was sponsored at the Wholesale Florist & Florist Supplier Association (WF & FSA) Annual Convention through the Jim Botsis WholesalerÕs Education Program of the American Floral Endowment. This program, now in its second year, was established by Jim Botsis before his death. He wanted to give something back to wholesalers who helped build his successful container business. He aimed to do so by providing wholesalers an educational opportunity to learn about current business practices that can help to improve their bottom line. Annually for the next eight years, the Endowment will sponsor a program.
This yearÕs sponsored session presenter was Art Turock, a renowned speaker and author of many business-related books. He has extensive work experience in many different industries with many companies, some of which are Fortune 500 companies. He shared with the audience that in preparation for this session he had interviewed three key industry leaders.
It was through these interviews that he was able to identify four major industry trends:
- Increase in the importing of fresh cut flowers
- Increase in Internet sales
- Changes in the channels of floral distribution
- Flowers are becoming a commodity
He gave specific examples of each trend and offered a business strategy called "Value Innovation" to assist owners in growing their business. The concept helps owners focus on how to become more innovative in their business practices, versus lowering price, in order to gain a competitive edge. The concept is built on two basic principles: know your customersÕ latent needs (what customers might value, but have never experienced and would never think to ask for), and keeping up to date on the industry trends both current and future.
Mr. Turock concluded by encouraging the audience to put his concepts to work and stating that he is available by e-mail or phone to answer any questions related to the topics he covered (art@turock.com, (425) 814-3038).
Endowment Receives $15,000 Gift
The American Floral Endowment has received a $15,000 gift from the Extra Touch Florists District 11 0 + P Louisiana. Secretary/Treasurer Jim Durio said. "We
felt the Endowment was the best place to put this money."
"We are honored to receive such a generous gift. This contribution will help to fund solutions to critical needs including, but not limited to. care and handling, pest and disease control, data and information resources, and career developmentÕ said Steve Martinez, Executive Vice President.
The Endowment continues to be the floral industryÕs leading not-for-profit organization supported by every industry segment and totally dedicated to funding research and educational development programs.
