As for retailers, no one is in the position of demanding anything from them. What we have to do is sell them that it is in their and their customers' best interest to offer Certified Fresh Flowers. Consumers, by the way, don't normally make demands on retailers either. If they don't get what they want, they'll simply purchase something else that satisfies the same need from dozens of other industries, such as wine, candy or jewelry. A. Supermarkets and other food mass market retailers certainly have an edge on convenience simply because people are going grocery shopping anyway.
Retail florists have a different sort of convenience.
Consumers shouldn't have to go out of their way to purchase if retailers correctly identify their markets and develop relationships with consumers in those markets. The Internet offers floriculture a wonderful opportunity to provide valuable educational materials, information and suggestions on the everyday enjoyment of fresh flowers. We intend to have a Web site that will encourage consumers to ask for Certified Fresh Flowers. In addition, we'll support the retailers' efforts to help consumers enjoy their flower purchases or gifts for as long as possible. We will also ask retailers to prominently feature the Certified Fresh Flowers logo on their Web sites, in their advertising and on the floral products themselves.