Eufloria's rose wins award at SAF
- Thread starter mlou
- Start date
- Status
tantalizingblooms2005
New Member
eufloria roses
They are such beautiful roses. I wish my customers would pay the extra $ for them, but they just will not in my area.
They are such beautiful roses. I wish my customers would pay the extra $ for them, but they just will not in my area.
Connie
New Member
Too bad there was no picture of Polar Star with the article or on their site (not that I could find).
You can view 'Polar Star' on Rich and Kathy Dudley's blog. They were writing articles and uploading photos live from the SAF convention.
Connie
New Member
Polar Star...the Shining Star from EUFLORIA!
Kelly and I just finished shooting Polar Star for Euflorias Next Ad...
It is an amazing WHITE Rose... it just continues to get larger as it opens...very little green cast to the outer petals...just a great hot white... and it HAS A Fragrance! Terrific...
There will be a Stock Photo of Polar Star on the cover of the Next Floral Management...and also the Beauty Shot in the Eufloria Ad Inside!
Huge Head and Exquisite Foliage... plus it lasts and lasts...
I have had it here in #2 Professional Solution from Chrysal...and it
is 6 days old and still fantastic... it has at least another 8-10 in it...
About 3/4 open and high petal count...Superb!
I am curious tho... about the price... saying customers won't pay the extra...
As a spokesperson for Eufloria...we hear that alot... but correct me if I am wrong...
the going rate for a PREMIUM rose is anywhere from 4-6 dollars nationwide...
A Premium dozen at 75-90...(nice vase, large head, long stem...)
So a EUFLORIA rose that costs...1.47... landed... never in import...never in export... delivered in water... (less labor and stress on the flower and less time to process and wait for it to hydrate and open)is ready to go!
1.47 x 3.5 = 5.15 12 x 5.15= 61.80... plus vase and labor... still seems
like it fits in the normal range...with a sustainable profit...no shrink...
Sure "profit" of a .70 import rose may appear higher... but undeniably...WAY more labor (processing) , stress on the flower...hydrating time, product and wait time to open...and shrink...
Seems to equal out if not Cost MORE... Plus if the consumer received a rose that last 12-18 days... grown in the US.... and of the Beautiful Unrivaled Quality of Eufloria... wouldn't you ULTIMATELY sell more roses...
I am just curious???
kind regards...
J
Kelly and I just finished shooting Polar Star for Euflorias Next Ad...
It is an amazing WHITE Rose... it just continues to get larger as it opens...very little green cast to the outer petals...just a great hot white... and it HAS A Fragrance! Terrific...
There will be a Stock Photo of Polar Star on the cover of the Next Floral Management...and also the Beauty Shot in the Eufloria Ad Inside!
Huge Head and Exquisite Foliage... plus it lasts and lasts...
I have had it here in #2 Professional Solution from Chrysal...and it
is 6 days old and still fantastic... it has at least another 8-10 in it...
About 3/4 open and high petal count...Superb!
I am curious tho... about the price... saying customers won't pay the extra...
As a spokesperson for Eufloria...we hear that alot... but correct me if I am wrong...
the going rate for a PREMIUM rose is anywhere from 4-6 dollars nationwide...
A Premium dozen at 75-90...(nice vase, large head, long stem...)
So a EUFLORIA rose that costs...1.47... landed... never in import...never in export... delivered in water... (less labor and stress on the flower and less time to process and wait for it to hydrate and open)is ready to go!
1.47 x 3.5 = 5.15 12 x 5.15= 61.80... plus vase and labor... still seems
like it fits in the normal range...with a sustainable profit...no shrink...
Sure "profit" of a .70 import rose may appear higher... but undeniably...WAY more labor (processing) , stress on the flower...hydrating time, product and wait time to open...and shrink...
Seems to equal out if not Cost MORE... Plus if the consumer received a rose that last 12-18 days... grown in the US.... and of the Beautiful Unrivaled Quality of Eufloria... wouldn't you ULTIMATELY sell more roses...
I am just curious???
kind regards...
J
I was set to sell the Eufloria roses in the store until we started talking about Valentine's day. I was told that I could have no more than 50% red and 50% colors for VD. Unfortunately this does not work for us, our customers want primarily red at VD and I'm not willing to use a rose other than what we use on our standing orders for Valentines.
If they changed their policy I'd likely switch almost immediately. I respect that they're a boutique rose grower (a term used by a wholesaler) and that they've chosen not to plant as many reds.
If they changed their policy I'd likely switch almost immediately. I respect that they're a boutique rose grower (a term used by a wholesaler) and that they've chosen not to plant as many reds.
I want to check into this...
It is "my" understanding that you are able to double your standing order...
for Valentines Day..
Additional roses above that... are split 50-50...
So if you were getting 500 a week...all red...
Then you would get 1000 for VD...all red...
Plus if you ordered an additional 500...you would get 250 red plus 250 colored...
Again...just curious... how that would effect your production and valentines sales... is that enough... or is it still too restrictive...
Darn it... I wish we lived closer... I love talking to you about this sort of stuff... It is SO great to talk to a Professional Florist... and talk stuff out...
Probably just as well.. I would be picking up coffee and coming over to the shop everyday!
Great to see you in Naples... How was your event upon returning?
J
It is "my" understanding that you are able to double your standing order...
for Valentines Day..
Additional roses above that... are split 50-50...
So if you were getting 500 a week...all red...
Then you would get 1000 for VD...all red...
Plus if you ordered an additional 500...you would get 250 red plus 250 colored...
Again...just curious... how that would effect your production and valentines sales... is that enough... or is it still too restrictive...
Darn it... I wish we lived closer... I love talking to you about this sort of stuff... It is SO great to talk to a Professional Florist... and talk stuff out...
Probably just as well.. I would be picking up coffee and coming over to the shop everyday!
Great to see you in Naples... How was your event upon returning?
J
Hi J,
Great to see you as well! All the events we had going upon my return went fabulously, thanks for asking. I wish I had been able to stay for convention in addition to the SAF meetings, hopefully next year it'll work out.
I didn't know about doubling the standing order with regard to reds, appreciate knowing that. Not sure it helps a lot, we're a fairly small shop and sell about 7 times as many reds at Valentine's as colored roses. We got in just 200 colored roses this past Valentine's and didn't sell through. In contrast I ended up reordering reds 3 times.
I'm sorry we are not closer as well, you'll just have to do more shows in the Northeast
Erlene
Great to see you as well! All the events we had going upon my return went fabulously, thanks for asking. I wish I had been able to stay for convention in addition to the SAF meetings, hopefully next year it'll work out.
I didn't know about doubling the standing order with regard to reds, appreciate knowing that. Not sure it helps a lot, we're a fairly small shop and sell about 7 times as many reds at Valentine's as colored roses. We got in just 200 colored roses this past Valentine's and didn't sell through. In contrast I ended up reordering reds 3 times.
I'm sorry we are not closer as well, you'll just have to do more shows in the Northeast
Erlene
tantalizingblooms2005
New Member
I am curious tho... about the price... saying customers won't pay the extra...
As a spokesperson for Eufloria...we hear that alot... but correct me if I am wrong...
the going rate for a PREMIUM rose is anywhere from 4-6 dollars nationwide...
A Premium dozen at 75-90...(nice vase, large head, long stem...)
Customers in my area will not pay 4-6 dollars for roses. Our price is $35 a dozen wrapped and goes up if you want a box or vase. If we tried to sell them for any more than that, they would just walk out the door. Our regular customers tell us all the time how long our roses last. We even had a customer come in to tell us their roses lasted almost a month, but they would still rather not pay the higher price. It is very frustrating for us because we do love the Eufloria roses (especially Super Green which is our favorite) but if we can't sell them, we just can not buy them.
As a spokesperson for Eufloria...we hear that alot... but correct me if I am wrong...
the going rate for a PREMIUM rose is anywhere from 4-6 dollars nationwide...
A Premium dozen at 75-90...(nice vase, large head, long stem...)
Customers in my area will not pay 4-6 dollars for roses. Our price is $35 a dozen wrapped and goes up if you want a box or vase. If we tried to sell them for any more than that, they would just walk out the door. Our regular customers tell us all the time how long our roses last. We even had a customer come in to tell us their roses lasted almost a month, but they would still rather not pay the higher price. It is very frustrating for us because we do love the Eufloria roses (especially Super Green which is our favorite) but if we can't sell them, we just can not buy them.
BOSS
FlowerChat Administrator
Being one that *used* to sell Eufloria exclusively... the answer is no, not really. We used Eufloria for 8-9 months, when they were $1.05 in my door, until they raised the price to over $1.40. We continually sold them for $50.00 vased, as we did our imports that were $0.80, so the cost to the consumer was the same.
Yes, they have a very nice rose, we use them for weddings etc, but IMHO their Reds are not as good as their colors, and do not hold up as well as Reds I'm now getting from Flower Transfer for $0.48 (70 cm Freedoms)(plus freight).
In todays economy, especially in Missuagain, we have little hope to charge premium prices for premium products and must use COG controls to generate a profit. The COG's difference on as few as 300 stems a week, is $297.00/wk...thats an additional employee for me....
J -
Rose price competition is brutal for the vast majority of shops. With companies like ProFlowers advertising 2 Dz at $29.95 and CostCo or Sams offering 2 Dz 60 cms at $12.95, the sub-set of gift buyers willing to spend $85+ for 12 (even artfully arranged and lasting more than a week) is rapidly shrinking.
The wire services typically feature rose arrangements at $59.95 including delivery, netting filling shop about $42 to cover product, labor and delivery. At $1.47 per rose, the base COGS including vase, foliages and labor and delivery is about $30 - 32, leaving shops around $10-12 for profit to overhead.
As far as roses being used in everyday orders, the move is toward compact "chop & drop" designs where the perceived value per stem drops rapidly.
We do sell dozens @ $80-100 every week but believe the typical full-service retail shop averages at around $50-60. IMO the glut of South American roses on the market keeps pushing retail prices (and the perception that roses are special) ever lower.
Does Eufloria back up a 'guaranteed to last 12-18 days' to retailers? A guaranteed-to-perform-in-an-extraordinary-way rose could command higher prices if it actually delivers the performance promised.
I appreciate this conversation so much... Thank you all for your insight and personal experience...it allows me to better educate myself...
It helps...because we all think, respond and react to the situation differently.
Interesting to note that a couple of you are here in Michigan...where I reside... that also helps me look at the market regionally!
However... I have another question...er mayber "observation"
When I go to the Meijer...to the Meat Dept... there is FILET MIGNON and Hamburger... they probably sell more Hamburger...but still sell Filets..too!
There are Organic Vegetables and the same NON-Organic...they sell
lots more Non-organic but I see people buying the higher priced organics every time I go... if they didn't they wouldn't offer them...Right???
In the parking lot there are Ford Escorts and Lexus...Mercedes...
Lots more Fords... but still other expensive alternatives...
In the local jewelry store there is Cubic Zerconia... and Real Diamonds...
again... alternatives...
They all support both ends of the spectrum...
Because there are people in every town, everywhere that buy both...
Every Town, Anywhere... will have a Mercedes, or 2 Carat Diamond, or Filet Mignon...
And again I completely understand that ... I don't get to WIRE a Car...or WIRE a STEAK or WIRE a Necklace ...so there is not a wire service challenge involved...I understand the frustration that comes with making a profit on wire services..
We seem to be convinced that the consumer only buys flowers on PRICE...
not quality! Still there are quality and price choices in nearly everything we buy...
Again.. I appreciate and want to understand everyones position...
So weigh in... I want to continue to learn from you all!
Thanks
J:hammer:
It helps...because we all think, respond and react to the situation differently.
Interesting to note that a couple of you are here in Michigan...where I reside... that also helps me look at the market regionally!
However... I have another question...er mayber "observation"
When I go to the Meijer...to the Meat Dept... there is FILET MIGNON and Hamburger... they probably sell more Hamburger...but still sell Filets..too!
There are Organic Vegetables and the same NON-Organic...they sell
lots more Non-organic but I see people buying the higher priced organics every time I go... if they didn't they wouldn't offer them...Right???
In the parking lot there are Ford Escorts and Lexus...Mercedes...
Lots more Fords... but still other expensive alternatives...
In the local jewelry store there is Cubic Zerconia... and Real Diamonds...
again... alternatives...
They all support both ends of the spectrum...
Because there are people in every town, everywhere that buy both...
Every Town, Anywhere... will have a Mercedes, or 2 Carat Diamond, or Filet Mignon...
And again I completely understand that ... I don't get to WIRE a Car...or WIRE a STEAK or WIRE a Necklace ...so there is not a wire service challenge involved...I understand the frustration that comes with making a profit on wire services..
We seem to be convinced that the consumer only buys flowers on PRICE...
not quality! Still there are quality and price choices in nearly everything we buy...
Again.. I appreciate and want to understand everyones position...
So weigh in... I want to continue to learn from you all!
Thanks
J:hammer:
BOSS
FlowerChat Administrator
Ahhhh but they are not the same thing!
And remember, A Rose is a Rose is a Rose....as the old saying goes....
Much of this leads back to consumer education, however there really is not enough difference or advantage to justify the additional cost, except for event work in most cases....
OR..... are they???
They are both BEEF... From COWS... Different CUTS... better flavor, processed differently... more fatty, less lean... but All BEEF! One is the scrubs or left over...the other is PRIME..
Not comparing A Beef Filet to Chicken or Pork... that would be different!
A Rose is a Rose is a Rose...
Until one is Hydroponically grown, with NO Harsh chemicals, in unique colors, delivered in water, processed in properly...not exported or imported... then there is a difference...Choice... PRIME...Exceptional!
Boss, you are right! It is education from the consumer level...and no one is out there telling the consumer there is a difference between ROSE products... There is distinct difference between the ROSE sent out by a professional florist for any occasion and a GAS STATION ROSE or the one sold in the median by a dumpster diver...
How do we educate the PUBLIC? Maybe that comes from the GROWER!
Thanks again for your insight... I think we are on to something!
J
They are both BEEF... From COWS... Different CUTS... better flavor, processed differently... more fatty, less lean... but All BEEF! One is the scrubs or left over...the other is PRIME..
Not comparing A Beef Filet to Chicken or Pork... that would be different!
A Rose is a Rose is a Rose...
Until one is Hydroponically grown, with NO Harsh chemicals, in unique colors, delivered in water, processed in properly...not exported or imported... then there is a difference...Choice... PRIME...Exceptional!
Boss, you are right! It is education from the consumer level...and no one is out there telling the consumer there is a difference between ROSE products... There is distinct difference between the ROSE sent out by a professional florist for any occasion and a GAS STATION ROSE or the one sold in the median by a dumpster diver...
How do we educate the PUBLIC? Maybe that comes from the GROWER!
Thanks again for your insight... I think we are on to something!
J
J~
I think it does begin with the grower, beyond that though I do believe it is up to individual shops to educate their customers as well. Some will always be willing to pay the price, others will not.
Education can be done on a mass level but it needs follow up on a one-on-one level.
Erlene
I think it does begin with the grower, beyond that though I do believe it is up to individual shops to educate their customers as well. Some will always be willing to pay the price, others will not.
Education can be done on a mass level but it needs follow up on a one-on-one level.
Erlene
12BucksFor2Dozon
New Member
In general, I think, their are *some* buyers who, given a choice, will be willing to pay for a high-end "branded" experience. These upper-crust types should be considered with any marketing effort. They tend to group together and talk/network amoungst themselves about this or that.
This demographic has a good deal of disposable income, and would prefer, on occasion, to "brag" about the origin and history of their purchase. But, remember, these type also shop at the grocery (well, most of them do) and the internet and see PF and Hallmark offer 2 dozen roses for 29.95, or at Target and see (gasp!), 2 dozen for 12 bucks!
So is the "branded" experience differentiated enough from the discount one? I feel THAT is one of the many challenge that our industry faces on a daily basis. Even wealthy people like to save money, if fact most will tell you they GOT wealthy by watching pennies, so expecting the middle-to-high end to always pay premium prices is an iffy proposition.
Being close to Miami, we get great 70cm roses at the same price BOSS does, and our customers love them. No way we could build our brand's VALUE perception paying 3x more for roses! It's hard enough at our current COGS level.
Different shops, different customer base etc etc...
This demographic has a good deal of disposable income, and would prefer, on occasion, to "brag" about the origin and history of their purchase. But, remember, these type also shop at the grocery (well, most of them do) and the internet and see PF and Hallmark offer 2 dozen roses for 29.95, or at Target and see (gasp!), 2 dozen for 12 bucks!
So is the "branded" experience differentiated enough from the discount one? I feel THAT is one of the many challenge that our industry faces on a daily basis. Even wealthy people like to save money, if fact most will tell you they GOT wealthy by watching pennies, so expecting the middle-to-high end to always pay premium prices is an iffy proposition.
Being close to Miami, we get great 70cm roses at the same price BOSS does, and our customers love them. No way we could build our brand's VALUE perception paying 3x more for roses! It's hard enough at our current COGS level.
Different shops, different customer base etc etc...
Funny! While reading this thread I got a phone call asking if we could deliver an order to an area funeral home. Told the caller sure, but there is a florist right across the street. (Literally!) They didn't care that we had a $20.00 delivery charge! I guess today we qualify as the FILET MIGNON!:hug:
BOSS
FlowerChat Administrator
J, I concur they are both *beef*...but...well you know my argument already...
As to your other point, education, and from the growe no less, is a MAJOR topic of discussion over on www.flowersandcents.org involving the "Promotion Initiative" Chuck Kremp is trying to drum up support for...
Yes, education, in fact marketing education is a real need in this industry, but it needs to be initiated by the retailers focused in markets and not scatter shot across the bow of the consumer who is already bombarded from every orrifice daily if not hourly.
The best way to educate is directly to your customer, telling them that what you have is better and why, then once thats accomplished you move onto topics like Eufloria...thing is most florists are poor marketers...(FC community excluded) and most likely poor educators as well...
12BucksFor2Dozon
New Member
I think there is a rose "sweet-spot"...dzn 50cm arranged in vase $30-$40, (ours $35), 70cm $60-$70, where the customer is content with the added value and quality that a pro florist brings to the party. If you can convince your customers to pay more, more power to you, but I think you may be doing yourself more harm than good pushing higher prices.
I mean, I take 4 orders a day, between all my other work, and I can tell by the speed of the order that the customer wants a good price and healthy flowers...not a rundown of what farm they came from etc etc. Maybe some of you born salespeople out there are good at the for-lack-of-a-better-word "snob" game of charging $49 for 50cm "Super-Premium" roses, but not me.
It's my job to get the best product at the best price, then pass that value and quality along to my customers. I am thier "proxy" to the flower gift world. They are paying me for my connections and knowledge of the industry...also for my thriftyness and design skills. Trying to convince them to spend more for Brand X roses just wastes everyone's time.
JMHO!
- Status