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“A good florist gives cut flower food…”


Only a minority of flower shops provide the customer with cut flower food. Quite incomprehensible, if you know that the lifespan of your flowers will be extended by days. A small investment, with enormous results.


“When does a florist consider himself a good florist..? When people come back and say: ‘the flowers last the longest when I buy them from you’. The shelf life determines your reputation. Flowers that die quickly, cause huge reputational damage. You won’t go back there again…”

Jan Joris, Sales Manager Belgium and Luxembourg at Smithers-Oasis, is speaking to the renowned publication Fleur Magazine. “Actually, it is incomprehensible that people often do not make that investment in cut flower food. It is a must. If you do not make that small investment to give your flowers the best treatment, you can never deliver quality.”

Still a lot of work to do


Only 15% of florists provide cut flower food with their bouquets, a recent study indicated. “There is still a lot of work to do. Why is that? Often, they are not convinced. The price also plays a role, but that is a shame. Because a sachet is an investment, not a cost, being only 0.06 euros! It has been proven that cut flowers stay fresh much longer with cut flower food. Roses from the Netherlands have already been pre-treated, for example, so it is very important that this treatment is continued further on in the chain – by florists and consumers…”

Good or bad florist?

“You have no control over all factors. Some florists work with cooling: the difference with having no cooling is huge. Sometimes florists complain, but then you ask, ‘how hot is it in your store?”.’30 degrees’, they say. Yes, then it is not surprising that you’re struggling. The effect of warmth, light and draft on the flowers is big. It is a complex story…

Most florists know that you can’t put a bouquet next to the fruit bowl, but do they tell their customers that? Even smoking is bad – it contains ethylene gas: an ageing hormone. Transport also has an impact – do you transport your flowers on water as much as possible, in a room that is as cool as possible..? I once saw flowers in their packaging, lying dry on the shop floor. Who knows how long they have been there? That all plays a part in terms of flower life. All those things make the difference between a good and a bad florist. ”

express clear ultra

Floralife’s innovation

Floralife has all the necessary products for a successful buying experience. The company is a subsidiary of Smithers-Oasis and was the first to come up with cut flower nutrition in 1938. “We now even have products with which you no longer need to cut the stems: Floralife Express Ultra. The florist only needs to remove the unnecessary leaves. If he then makes a bouquet for his customer, he cuts them to length for them. He then gives an Express flower food sachet so that even the customer no longer has to cut it.

Floralife Quickdip, a second product, is the rescue aid for certain flowers. By using it, you can save a lot of money. Hydrangeas are a good example: they often have bend-neck. You put the cut stem in the undiluted product for 1 second, they will naturally turn their heads up again. A bottle of Floralife QuickDip 1 L costs 9.34 euros. That’s nothing if you know that one hydrangea costs up to 3 euros in purchasing.”

express clear ultra

“Roses can be kept for 14 days”

The exact flower life of cut flowers depends on many factors. “First and foremost, about the purchasing quality. A florist is going to cover for himself by saying “oh, my flowers will certainly last for a week”. But that is the worst thing he can do. If you pay 40 euros for roses, the only thing the consumer remembers is how long the flowers have remained fresh. The cost price, that he forgets…

Imagine that you have bought roses for Valentine and that they have wilted after just a few days. You will not feel loved at all! Well-pre-treated and post-treated roses must have a shelf life of 10 days.

“I always go for a shelf life of 14 days”, says Jan Joris of Smithers-Oasis BeNeLux. “I always use Floralife Flower Food sachets, even at home too…”
Republished with permission from © FLEUR MAGAZINE.BE



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