Floral Design Study Guide #1

what 3 countries in Africa are the major growers

Kenya and South Africa, and Zimbabwe

although the US is a primary producer of floral crops, unlike other countries, why does it rank low as a worldwide exporter

Mainly use for consumption in their own markets

can you name 6 countries in Central America that are heavily involved in cut flower production

Mexico, Costa Rica, Guatemala, Jamaica, Honduras, and the Dominican Republic

where are the major flower production areas in the EU

Netherlands, Germany, France, Spain, and Italy

where is the traditional focal point for distribution around the world and why

Netherlands, Many countries ship their floral crops to the Netherlands for export to other countries

what are the specialized strong square and rectangular plastic containers called and what does it stand for, and why are they used

Procona, PROducer to CONsumer in Aqua. They are easily stacked and transported on pallets, and later, after their lids are removed, flowers can be displayed for sale in these same buckets

what are the types and locations of traditional flower retailers

Professional full-service flower shops - majority of the ones in the United States. Specialty flower businesses - affluent locations, often in close proximity to other businesses targeting the same market in other ways. Limited-service flower stores - hospitals, hotels, or supermarkets (operated by large full-service shops or wholesalers) and flower merchandisers - located in heavy-traffic areas

Limited-service flower shops

Pros: designed for customers who purchase flowers or gifts on impulse. Provides: flowers and such for those buying on impulse in places like hospitals, hotels, and supermarkets

Specialty flower businesses

Pros: focuses on particular floral needs. Provides: custom services such as: custom everlasting silk and dried designs, wedding flowers, or commercial and residential high-style and party work

Professional full-service flower shops

Pros: services all the floral needs of its customers for all occasions, special events, everyday use, and personal enjoyment. provides local delivery service, as well as out-of-town delivery through national floral companies. broad product line. Provides: all floral needs, local delivery service, broad product line: gifts, cards, floral books, potted plants, floral arranging tools and supplies, silk and dried designs, gourmet foods and chocolates, fruit and gift baskets, balloons, and other floral accessories.

name the 3 main worldwide staple crops and why are these and other crops constantly available

Roses, carnations, chrysanthemums; they are produced by so many countries.

what are pros and cons to the various shipping methods

Shipping by air pros: quickest and most frequent. cons: could delay at the airport, loss of space, transfer problems, and lack of climate control. Shipping by truck pros: most common, environmentally controlled trucks for temp and humidity, ethylene-scrubbing units to prevent and reduce the buildup of ethylene. cons: cooler facilities on the truck, delays of inspections, loading and unloading, taking a long time

know the following important trade organizations for retailers and what they emphasize: SAF, AAF, PFCI, AIFD

Society of American Florists--represents ALL segments of floral industry in US. provides research and info on all areas of this industry. gives marketing materials etc to members, involved in advocacy, alleviates negative press, lots of info about flowers to the public on aboutflowersblog.com. American Academy of Floriculture--recognizes service in floral industry and community. Sign of good leadership and excellence. open to all areas.Professional FLoral Communicators International--improvements of professional communication in the floral industry. American institute of Floral Designers--accredits floral design as a profession. establish high standards. very hard to get into but it says you are a professional

who was he and where was he from

Swedish botanist, naturalist and explorer

where was Carolus Linnaeus from and what was his profession (look in the glossary in the back of the text for more information on Linnaeus for answers to test questions on him)

Swedish botanist, scholar, naturalist and explorer who Latinized his own name of Karl von Linne, and is considered the founder of binomial nomenclature, or the universal Latin or Latin-based two-word name for all plants. that is the basis of modern taxonomy

although flowers are grown in every state, where are the three major areas of production in the US

California, Florida, and Hawaii

who devised a scientific naming system of plants and when

Carolus Linnaeus in 1700s

name the major exporters to the US

Colombia, Ecuador, Netherlands, Costa Rica, Mexico, and Canada

name the two countries in South America that continue to be the cut flower production leaders

Columbia and Ecuador

which 3 countries are producers and exporters and continue to be the leaders in worldwide cut flower exports

Columbia, Ecuador, and Netherlands

2/3 of transport of flowers is completed by _truck__ and the other 1/3 by _air__, but some shipping is completed by a combination of what other means

Courier, bus, rail, and in-house means

why is the bunching of flowers important

Damage through multiple handlings is significantly reduced

many box dimensions are designed to fit what and what are the advantages for this

Designed to fit pallet sizes, which helps decrease loading time and practically eliminates wasted space while in transit, both by air and truck. This lowers transportation costs and reduce distribution time.

the florist who prospers and grows in business understands the vital importance of combining quality products with what else

Desirable floral design and professional, value-added customer service with a consistent marketing program

why are flowers generally harvested in the early morning

Early morning harvest allows time for flowers to be properly processed and to arrive fresh and newly cut to the wholesaler or other place of distribution.

what are operational considerations

Employees and responsibilities, computer software, marketing, advertising, promotion, public relations, salesmanship and customer relations, wire service, buying and pricing, designing, delivery, management.

where are the major production areas

European Union: Netherlands, Germany, France, Spain, and Italy. South America: Colombia and Ecuador. Central America: Mexico, Costa Rica, Guatemala, Jamaica, Honduras, and the Dominican Republic. United States: California, Florida, and Hawaii. Africa: Kenya and South Africa. Middle East: Israel. Asia: Thailand and Singapore. Australia. New Zealand

name the two original wire service companies that are still in business today

FTD (florists transworld delivery association) and Telaflora

name two wire service companies that spend millions of dollars promoting flowers

Florists' Transworld Delivery, Inc. (FTD) and Teleflora

be familiar with the route of distribution by describing each of the steps and what is typically done at each level of distribution

Foreign Growers (harvest and bunch flowers and ship them to an auction) → Auctions (flowers graded, packaged, sold, and boxed for shipment by air and truck) → Brokers (receive large quantities from foreign countries and domestic growers; sell and ship by air or truck to wholesalers) → Wholesalers (receive flowers from brokers and growers; condition flower bunches and sell to retail florists) → Retailers (receive flowers from wholesalers and local growers; open bunches, condition flowers and sell and deliver flowers to consumers) → Final Consumers (receive flowers as a gift or purchase from retailers)

name two specialty flowers that are packaged in small air-tight boxes

Gardenias and Stephanotis

name some of the top countries that import and consume the most floral products

Germany, U.S., France, Switzerland, Netherlands, Great Britain, Austria, Belgium/Luxembourg, and Sweden

which 2 countries in the Asian region contribute to the world floral market

Thailand and Singapore

what is tinting and how and why is this process done

The artificial coloring of flowers, is a treatment to change the natural colors to give customers additional color options. One method is internally, through stems by putting dye in the water after it has become "thirsty" then when removed from the water, the dye is flushed into the flower. Another is externally by dipping or spraying.

Why is some foliage considered "seasonal" and is only harvested for 3 or 4 months each year

Things like holly, evergreen branches as associated with a season so strongly that they aren't really ever used at other times

why are some flowers pulsed with silver thiosulfate

To reduce the detrimental effects of the natural plant hormone ethylene

what does UPC stand for and why are these codes now used on bunches and boxes

Universal Product Code, helps reduce manual labor and minimize human error. Also helps to cut cost, reduce error, and speed delivery of flowers

what is a hamper box and what two flower crops are often shipped in hampers

Upright boxes to prevent unsightly geotropic bending; Gladioli and Snapdragons

what is an auction

a centralized wholesale facility, growers have long brought their floral products early each weekday to sell through open-market bidding by brokers, wholesalers and retailers

what is this binomial naming system

a concise, Latin or Latin-based twi-word method of identifying and naming plants.each plant has a two-word name that quickly identifies it

what is a plant "family"

a group of botanically similar flowers. similar diagnostic groups

why are some leaves from potted plants used in floral design

add exciting colors, patterns and visual interest

what is the major function of a flower retailer

add value to the products sold

what specifically is advertising, promotion, and public relations

advertising: paid media always directed to selling. Promotion: process of advancing awareness of flower shop, products and services through special events etc. Public relations: not paid for by flower shop, media stuff.

tell about each as they relate to a floral shoptell about customer service

advertising: websites, print in magazines, outdoor advertising, direct mail. Promotion: door prizes, blogs, christmas open house etc. PR: media can consult professionals, look for human interest stories

it is the result of what

air, debris, healing from the original cut and growth of microorganisms at the stems

Umbel

all pedicels come from a main stem "like an umbrella" agapanthus (lily of the nile).

when is the best time to harvest your garden flowers and why

early morning or evening

what is visual merchandising

efforts to attract customers to the shop and create interest in flowers and merchandise, online and in person

what is used to tie stems together

elastic bands, paper-covered wire, or string

what is the "aging hormone" and what are its effects on cut flowers

ethylene. stimulates deterioation yellowing leaves, limp stems, buds don't open, flowers close up, ripen faster, abscission

why is there so much name confusion in the floral industry

everyone has common names for their plants and they don't all know the scientific names

raceme

ex. delphinium, an elongated inflorescence much like a spike, except the florets are not sessile, each floret has its own lateral stem or pedicel, generally of equal lengths [4.15,16, 17]

spike

ex. gladiolus, an elongated inflorescence on the main stem [4.11]

panicle

ex: heather or astilbe, loose irregularly branched flower cluster, or a compound raceme.

floriculture or the floral industry, like other industries, has an increasing need for people with what kinds of skills

experience in research, genetics, technology, computers, managements, advertising, accounting, commentating, writing and teaching.

what is the pistil portion of a flower

female reproductive parts of the flower and occupies a central position within the flower

Corymb

flat-top or slightly rounded shape, main stem with pedicels. yarrow pedicles are of unequal length so all flowers are on about same level.

how does this service work today

florist gets order, sends it to clearing house which sends to filling florist who makes and delivers it

why is flexible netting used on some flowers for shipping

flowers are fragile, large, single stems (chrysanthemums and tender blossoms of alstroemeria) protection while being transported from one country to another

what does wire service mean and where does that term come from

flowers are ordered in one place and made up in another (cross country) order used to be sent by telegram

what is precooling and how does it work

forces cool air into the box and replaces the warm air generated by respiring flowers. lowering the temperature keeps them in a dormant stage of development to cub deterioration during transit

what are other names and when can it be used

fresh flower food, entire post harvest period

tell about various opportunities that are available to qualified and professional floral designers

full-service flower shops, in a big company, might even get to be lead designer. Specialized designers (weddings and such) specialty shops, limited-service shops, floral departments, central design locations, sometimes schools and classes

what is the role of a broker

functions as the marketing hub by managing the interactions between buyers and sellers, including the sourcing of floral products and coordination of delivery from all over the world bucket shop

what is the general definition of "cut flowers"

general term for harvested flowers that are buched, sleeves, or packaged and sold in the floral industry.

what determines vase life and what can increase vase life and improve vase quality

genetic factors and post harvest care and harvesting times. re-cut flowers, treat with rehydrating solution, put in cool preservative solution and let stand, place in cooler after an hour or so with high humidity, protect from ethylene

what is involved in the harvest of flowers

grading, bunching, sleeving, conditioning and packing

in addition to cut foliage and leaves, what are some other plant parts (besides flowers) that are often used in floral designs

grasses, herbs, vines, bamboos, sticks, pods, berries and fruit

generally sepals are what color

green

what information is typically added to a box label

grower's name and information for proper care and handling

name some of the various career opportunities at the grower, retail, and wholesale levels

grower: crop manager, production foreman, greenhouse maintenance foreman, sales manager, greenhouse employee retail/wholesale: owner/manager, stock buyer, floral designer, salesperson, delivery personnel, cut flower processor

What are the problems with hard water and softened water

hard water= high levels of minerals, such as magnesium and calicum. leaves white crusty desposits when evaporated, make it more alkaline. soft=have a high sodium content-bad for flowers

what are hardgoods vs. perishables

hardgoods--vases, baskets, foam, wire, ribbons. perishibles--fresh flowers greenery, potted plants etc.

although photosynthesis is not a significant postharvest function, but to keep some flowers looking fresh longer, what is helpful for cut flowers while in refrigeration

have lighting

boxes are long and flat, with restricted depth, why

help keep the flowers from crushing one another

what are the advantages to continuing design education—educational and design schools

helps everyone to continue learning increase confidence and enables a floral designer to develop creativity, continued research, undergraduate studies are can lead to degrees in many other areas.

although tap water is the easiest to access and is always available, what are various problems

high in mineral content, too much sodium and flouride, and pH isnt consistent

tell about chemical solutions and procedures

improve longevity and quality of cut flowers, can be at any time in the chain, ex, floral food, silver conditioning, bud opening etc

what is a common name

name by which a flower is generally known

what are phytohormones and what do they do

natural horomones/ growth regulators that help delay or speed up the process of aging (senescence)

why is high turgidity important

necessary for flower buds to continue to develop and continue with metabolic activities

what does dry-cut refer to

not underwater

what are the factors that determine how many flowers are grouped in spray-type flowers

number of open flowers, weight, or by total bunch size

much of the cut foliage is stored in the cooler in the original shipping boxes... what is the best way to care for these

open box to check for quality then repack loosely in the shipping boxes and cover with original plastic film wrapped over bunches and close box top

why re-cut stems

opens up xylem, allowing stems to drink enough water to remain turgid

why is it important to remove lower foliage on stems that will be submerged in water

otherwise it will decompose and microorganisms will grow, also increase production of etylene

what 3 US crops are available by grade or a grading system

roses, carnations, gladioli

compound umbel

same umbel structure but many times repeated Queen Anne's Lace

the botanical term for a flower stem that does not have ordinary leaves is ___

scapose

the basic outline of a leaf makes up the ___ of a leaf

shape

head flower

short, dense cluster of florets nearly sessile (no pedicles) middle ones on head flower are called disk flowers and edges are called ray flowers radiate out sunflower, zinnias

plants were grouped according to what

similar and reliable characteristics

where did Linnaeus and others often find their inspiration for naming a plant

similar and reliable characteristics between flowers, where they grew or where they were first discovered, named in honor of political, historical , biblical or mythological figures

tell the difference between a simple leaf and that of a compound leaf

simple: only one blade compound: more than one blade (each blade is called a leaflet)

why are some bunches also sleeved and what materials are typically used for sleeving

sleeving is done to protect and separate the flower heads, to prevent tangling, and to identify the grower or shipper. Materials: waxed and unwaxed paper and perforated, unperforated, and blister polyethylene (thin plastic)

catkin

slender scaly-bracted usually drooping spike or spike-like infloresence willow, alder, birch and poplar

domestic roses produced in the US are often sold in what length increments and how are they typically labeled

sold in 4-inch increments varying from around 10 inches up to 30 inches and longer. Labeled as short, medium, longs, fancy, or extra fancy.

how does a solitary flower differ from that of an inflorescence

solitary: form singly on upright stems or stalks. Inflorescene: flower made up of several florets

although most flowers are available year-around, why are some still classified as seasonal

some are still limited to certain seasons, some have peak supplies in only one or two months of the year

why doesn't the export of floral products always coincide with production areas

some countries are importers of floral crops that then resell them for export. Some countries like China, Mexico, Italy, India, Japan, and U.S. produce large quantities of cut flowers, the production in these countries is mainly for consumption in their own local market

what are pretreatments, esp. STS and Ethylbloc

special care treatments used prior to floral preservatives. STS-done shortly after harvest, protects them from etylene Ethylbloc-releases non toxic gas that blocks effects of etylene. needs to be carried out in a sealed space b/c its a gas treatment

what are genetic factors and common physical and physiological factors that determine longevity for cut flowers

stem diameter and stiffness (genetics) inability of stems to absorb water, excessive transpiration, lack of carbs, bacterial growth and disease,ethlyene,

what are the factors or characteristics that determine grade

stem lengths, strength, and uniformity. Also, (flower size, vase life, freedom from defects, foliage quality?)

what are some of the common names for flower merchandisers

stem shops, bucket shops, or cash-and-carry shops

what inherent genetic factors affect the lasting qualities of cut flowers

stem strength, length, firmness; resistance and tolerance to diseases; wilting, and rehydration; structure; color; and pedal count

what two types of coolers or refrigeration units are used at retailers

storage coolers and display coolers

what are the 3 main ingredients in flower food and what does each do to ensure a longer vase life

sugars- carbs for nourishment, biocide-inhibits growth of mocroorganisms, and acidifiers- lowers pH

what has contributed to the changing of the traditional market channels

technology (electronic commerce with user-friendly websites); huge companies, national wholesalers, and big box outlets

what is the single most important factor in postharvest flower care and handling

temperature management

but sometimes they are appear the same as the petals, and then they are called ___

tepals

these vary greatly and can directly affect the overall ___ of a floral bouquet

texture

what is senescence in cut flowers

the aging process

what are factors that determine packing flowers for shipping

the crop, grower, distance of transport, cost, packing method

What is transpiration

water vapor loss through plant parts. usally occurs through the stomata

what factors contribute to a shortage of flower crops that affect prices, but will generally not affect the worldwide supply

weather

what does "seasonal availability" refer to

weather or other factors may temporarily affect prices, but will not generally affect the worldwide supply. A producer in another area will make up for the shortages. Actually it refers to certain flowers that only come in certain seasons, like magnolias in spring (only bloom on tree's once a year) holly only comes in winter etc. these products are only available during certain seasons

if flowers are harvested prematurely or when too mature, what are the specific results

when cut too soon they may open but will be smaller and often petals will not be as colorful. If harvested too mature they will not ship well and vase life is drastically reduced

describe floral treatments

when flowers are treated with preservatives after post harvest-- ex. conditioning, pulsing, bud opening solution.

who carries out the bud opening solution treatment and what conditions must also be incorporated to help open buds beautifully and quickly

wholesalers and retailers, it is used in conjunction with relatively warm temperatures, high humidity, and high light intensity

when a flower is described as "wilt-sensitive" what does this refer to

wilt easily and transpire rapidly, losing turgidity or "dry-prone" prone to drying losing florets and leaves

a cut flower exhibits ___ with loss of water or loss of turgor

wilting

describe the differences of woody stems and herbaceous stems

woody-tough or hard stem. herbaceous- non woody stem woody need to be recut more often than herbaceous

what is plugging

xylem is closed due to stem blockage

although latin and greek plant names are often pronounced several different ways, are there any common rules to remember for pronunciation

yes, no silent syllables, say consonants as you usually would say them. short words, first syllable is accented, 3 syllable words, 2nd is.

what skills are necessary to be a successful commentator, or one who is in demand in the industry

(instructor) designing, teaching, reporting, evaluating floral designs. Also creative skills and ability to communicate effectively

know the pros and cons to ratio markup, percentage markup, standard divisional pricing and varied divisional pricing

(you will not have to figure out math problems or tell percentages);ratio: easier? but doesn't control/max net profits. doesn't consider operating costs, overhead costs and net profit goals. Percentage:fully cover overhead, operating costs and cost of merchandise bad, hidden costs aren't taking into account. Standard divisional: covers goods, labor, operation and profit bad, time intensive. Varied divisional: adjusts those percentages according to a design

how much stem at the base should be cut to open up the water-conducting vessels of the xylem

1-3 inches

tell about the 3 main functions of refrigerated storage for fresh flowers

1. reduce rate of respiration 2. reduce water loss/transpiration 3. reduce rate of bacterial gowth and ethylene production and action

most worldwide roses are sold in what lengths and how are they identified

10 centimeter increments (40, 50, 60, 70, and 80 centimeters, and longer) Labeled as shorts, mediums, longs, extra longs, and extra-extra longs

what about other flower types

10 or 12 stems

tell about in-store display and what is a vignette and why are they used. what goes on in the service area of a shop

In-store display should move the customer throughout the store in a preplanned sequence. Vignette: a presentation that makes a distinctive statement for a limited line of merchandise. Presents a line of merchandise, theme, compatible items, or new creative ideas. The service area includes the sales counter (cash register and wrapping supplies) and the consultation area (includes selection guides with a place to sit down, usually). These areas help customers make selections and purchases.

which is the leading country for production and exports in the Middle East

Israel

to a retailer, what is the advantage of knowing and purchasing certain grades

allows industry members to communicate the quality and characteristics of products. Allows a retailer to purchase the quality and stem length of roses or other flowers needed.

high quality water should have less than ___ ppm of dissolved solids or soluble elements in the water

200

how many stephanotis blossoms are packaged together in one box

25 blossoms

how many roses and carnations are typically bunched together

25 stems

how many gardenias generally are packaged in a box

3

what is the ideal pH solution for cut flowers

3-4.5

flowers are generally stored in a cooler at what temps and what relative humidity level?

32-38 degrees F and 80-90% humidity

boxes of flowers and foliage are precooled in large coolers set at what temperature

34 degrees F

explain about the pulsing process and what is in a pulsing solution

It is postharvest treatment that is used to load flowers with sugar and other chemicals prior to shipment. The main ingredient is sucrose, ranging from 2 to 20 percent. Some are also pulsed with silver thiosulfate. Flowers are pulsed for various time lengths depending on the crop and the solution. Ranging from 10-second dips to several hours or a day. It increases the longevity and enhances the quality of cut life

why is storage a concern

Items will last longer and stay cleaner when properly stored. Things take up space. Storage reduces clutter and workers are able to focus on the job at hand.

name 2 other countries known for flower production and exporting

Australia and New Zealand

Cyme

Baby's Breath also broad and flat topped. has two opposite branches (divisions) that arise below a terminal flower.

What is a trade association and what are the advantages to being a member

an organization that is set up by individuals, merchants or business firms for unified promotion of their common interests. Assists in educating members, promoting products and services in the marketplace. Offer trade publications and websites

why is it important to learn about the metabolism of cut flowers

b/c flowers are still alive after you harvest them so how their metabolism works helps us determine the best proper care and handling to make them last longer

what is the problem with adding table sugar to the vase water

bacteria grow out of control and it clogs and plugs the stems

what is the main problem when many flowers are re-cut in an underwater cutter and the water is not changed and kept clean

bacteria grows and clogs the stem with debris

why is harvesting at the proper stage of development important

because once cut, the flower must continue to grow and develop, if necessary to reach maximum quality. To ensure longevity as they move through various levels of distribution.

why are flower auctions in the Netherlands unique and how do buyers and sellers operate

because prices start high, rather than low. Buyers sit at desks and chairs in a theater like room. Each buyer has a purchasing number. As flowers are paraded across, the buyers listen through earphones to information on the flowers or plants for sale. at the end the buyer is presented with an invoice

define botanical name, scientific name, genus, species, hybrid, cultivar, taxonimic botanist

botanical name and scientific name are both the latin name. genus--general or generic name species--specific epithet or precise description hybrid--a plant that is produced from a cross between two plants with different genetic elements. cultivar--a form of a species or hybrid selected in wild or in cultivation for specific characteristics taxinomic botanist--people who name plants

what is flower nomenclature

botanical or scientific system of naming plant and plant parts

what are "woody cuts" and what are requirements to be used in the floral industry

branches and stems harvested from woody vines, shurbs, and trees. anything that is highly decorative

give examples of flowers that are harvested at the bud stage, half-open bud stage, and fully open bud stage

bud stage-solitary (peonies, roses, daffofils, irises, tulips) half-open bud stage-spike-like, racemes, umbels, corymbs, panicles (gladiolus, delphinium, larkspur, eremurus, snapdragon, alstromeria, lillies, agapanthus, phlox) fully open bud stages-sunnflower zinnia, aster, chrysantemum, dahlia, marigold, and calendula

the California Cut Flower Commission (CCFC) promotes what and also does what else?

california-grown flowers and foilage and also conducts reseach and education for growers and monitors issues important to farmers (transportation, legislation and governmental relations)

name two examples of cut flowers that do not have leaves on the stem

calla lilies and gerberas

water quality for cut flowers is important

can increase longevity of flowers

when flowers drink in water they become turgid, which means what

cell rigidity and firmness

what can be done to help floral arrangements last longer?

check water level daily and replenish with water mixed with flower food.

what is a commercial floral preservative

chemical mixtures added to the water that extend the vase life of flowers, also increase flower size and maintain color

what determines a well-planned work area

comfortable for employees, tools and supplies organized and easily accessible, flowers probably shouldn't come through main door--receiving area in back is better

other foliage must be cared for differently... describe the care procedures

cut upon arrival, places in clean buckets with preservative solution. Let drink in stems at room temp for several hours before storing in cooler away from plants that are sensitive to ethylene gas

what is the advantage to a grower who bunches some crops, especially cut greens, while still in the field or greenhouse

damage through multiple handlings is significantly reduced

new research recommends not scalding and burning the stem ends to reduce bleeding because why

detrimental to flowers b/c causes extreme tissue damage, shortening vase life

what is another name for a broker

distributor

what are things to remember about in-store selling and phone selling

in-store: act happy, 3 kinds of buyers, decided, undecided and browsers. Phone- talk slowly, enunciate, care, solve problems--this is customers floral business image!

what is the typical reason that cut flowers wilt and die prematurely

inability to absorb enough water

how is transpiration reduced

increasing surrounding relative humidity. low temperature and high humidity and moderate air circulation

what is the definition of "cut foliage" and what are alternative names in the floral industry for cut foliage

individual leaves, leafy stems, large, woody branches are cut from "mother plant" and packages into bunches cut greens

describe "processing" and when is this done

initial treatment of fresh flowers at each level of distribution

explain about rehydration treatment and what is in the solution

is done to quickly hydrate flowers. The chemical solution used consists of deionized water that is acidified with citric acid to a pH near 3.5. Wetting agents and a germicide are also added to the water; however, no sugar is added to the solution.

what does new research reveal about removing entire thorns

it damages stems, so dont remove all of it

why is national advertising important

it increases flower consumption and benefit not only the retail florists, but the floral industry as a whole

what is ethylene and what are its effects

it is a gas produced by plants. The effects of it include abscission of florets and leaves, leaf yellowing, and flower distortion

what is marketing and why is it important to consider in a retail floral shop business

it is everything a flower shop does to find customers, serve them professionally, assure unconditional satisfaction, develope customers with more frequent buying patterns and maintain loyalty. all advertising and promotion

why is latin or the latin-based name used

it is reliable and no one has come up with a better one

why is it sometimes beneficial to know the name origin of a genus scientific name

it will give you a greater appreciation for the name

why is it important to recognize flower and leaf shapes and to become knowledgeable about what colors, sizes, and varieties are available in various genus types (genera)

it will help you identify and select flowers for design purposes, plus, you will know if they need special care or handling

what is respiration in cut flowers and how can the respiration rate be lowered and the use of carbohydrates slowed

its the vital activity in living plant tissue that breaks down food and sugars to produce energy, can be lowered by lowering surrounding temperatures

although there are many methods of pricing, besides the "cost of goods" what are the other 3 categories of expenses of a floral shop that must be remembered and included in determining the selling price of products

labor expenses, profit margin, operational expenses

some flowers bleed a milky sap when they are cut, what is this substance generally called

latex

name two "home products" that can be added to the water at home to help cut flowers last longer, when no commercial flower food is available

lemon-lime soft drinks and mouthwash

why?

less bacteria, holds together better and moves up stems more

why is it advantageous to know scientific names

lessens the confusion, brings confidence in discussing new plants, giving proper care and recommending new plants to others

What is a specialized or a freelance designer

like mercenaries. They come in for hire when high loads or special events. showcase their work, travel lots because they work for different companies

what are the proper storage cooler conditions for cut flowers and why

low temperatures, high humidity, and proper ventilation to reduce the rate of respiration, eliminate heat build-up, delay the development of flowers, and reduce the effects of ethylene gas

name some examples of seasonal branches

magnolia, fruited branches (crabapple) and pomegranate and berried branches

name some examples of flowering branches from woody cuts

magnolia, myrtle, boxwood, camellia, euonymus, salal, pittosporum

what are the botanical terms for the main stem of a flower, and for the lateral stems

main supporting stalk: peduncle. Lateral stalks: pedicels

regardless of the size, sales volume, and number of employees, what are the distinct roles and responsibilities in a retail floral business

manager/owner; designer; seller; delivery person; accounting

the edge of a leaf is also called its ___

margin

what is postharvest physiology

metabolic processes in plant material after it has been harvested

how does forced air move through the boxes and for how long does this process take to get to the desired box center temperature of ___

moves through open flaps on the ends for 30-60 min or until center is cooled to 34 degrees

how has specific floral computer software changed the retail business

much faster, orders are computerized, track customer preference and buying patterns

what determines the layout and product presentation of a shop

must be convenient and serviceable to walk-in customers and must enable employees to work efficiently

what is the advantage to precooling vs. boxes of flowers that are not precooled prior to shipping

packed boxes that have not been precooled do not cool well if they are just placed in refrigerated room or on a refrigerator truck. The rapid respiration of the flowers, combined with the insulation properties of a packed box, results in heat buildup. This will literally "cook" them

what prevents flowers from sliding around in a box while being shipped

packers often anchor the layers of flowers with one or more crosswise supports spanning the width of the box, called cleats.

be able to recognize and identify the three main vein patterns of leaves which are often associated with blotched, striped, or marbled color patterns which emphasize what in floral compositions

parallel, pinnate (branching from central vein), palmate (compound branching)

what is the showpiece of a flower

petals

a botanically complete flower contains what 4 parts

petals, sepal, pistils, stamens [fig 4-3]

what is the xylem

plumbing system made of water conducting tissue that carries water up the stem to the leaves and to the flower

phloem

plumbing system that deals with food conducting tissue

what are stomata

pores on the leaves

what factors or items have led to an increase in the longevity of cut flowers and improved quality of vase life

post harvest discoveries, techniques, products

what is the cold chain and what are the links

post harvest period of flowers.links: grower , shipper, wholesaler, retailer, final consumer

what does pH stand for

power hydrogen french words

what is the conditioning process

preparing cut flowers in prep for shipping, storage, arrangement. usually are in a conditioning, hydrating, or pulsing solution at room temperature

why are some thorns removed

prevent damaging other flowers, and it will be easier to handle

what is a conditioning solution and how is treatment done

process of preparing flowers for shipment, storage or arrangement. Flowers are re-cut right before the stems are put into buckets of special liquid solutions. The flowers then drink in the chemical solution. Each solution and treatment has a specific role in increasing the longevity and quality of cut flowers

what metabolic processes continue in cut flowers

processes of respiration and transpiration

what are anthers and why are they often removed on cut lilies

produce pollen and can get you dirty and make a mess

ethylene gas is naturally produced by what and high levels of ethylene are associated with what?

produced by plants, fruits, veggies, cut flowers and foliage. high levels associated with apples or other ripening fruit and with damage and disease infected plants, cigarette smoke, heaters, microorganisms, air pollution

what does the Society of American Florists specifically promote in the floral industry; much research has been done on behalf of SAF with universities and psychologists—what do some of the studies reveal?

promotes cute flowers and professional florists through innovative public relations campaigns, social media sites, and its user-friendly websites. Research proves flowers make people happy, spark creativity, and decrease anxiety

flower merchandisers

pros: have loose cut flowers sold by the stem or bunch. Provides: specifically focuses on selling bunches of flowers not in arrangements

what are the factors that determine a "superb cut flower"

quality, longevity, versatility and usefulness

which are the ray florets and which are the disc florets on a head flower

ray is on outside margin and disk is in the middle. (Brown part on a sunflower)

best way to open up the xylem??

recut them?

what is the definition of a "mother plant"... see glossary page 733-757 for futher clarification

refers to the plant from which the cut lower stem has been recently harvested. once the flower is cut the process of photosynthesis through which the flower obtains most of its energy for growth and metabolic activities is temporarily stopped. It is necessary to supply an alternative source of energy with the addition of sugars or carbohydrates to provide the food for the cut flowers that the mother plant once provided

why do most wholesalers have various temperature flower coolers

the general holding coolers for most flowers and foliage 36-38 F, the cooler for tropical flowers is usually set at 50 F, sometimes a separate cooler for roses is set at 34 F . Temperature management is the most important factor in postharvest care and handling for extending the life and increasing the quality of cut flowers

what factors make the floral industry a worldwide market

the improvement of transportation and the increase in air transportation for the shipment of floral products to domestic markets and foreign markets. Many new production areas in developing countries have increased production. Research in the postharvest care and handling of flowers, combined with advances in crop selection and cultivation methods

who are final consumers

the last person to receive flowers through the traditional channels of distribution

why are tropical flowers and cut greens available year round

the opposite growing seasons in the northern and southern hemisphere

what does shipping refer to

the process of transporting floral products from one point to another in the channels of distribution

what is the function of a wholesaler and what is the advantage for a retailer to purchase flowers and products through a wholesaler

the traditional middleman in the channel of distribution who buys flowers and floral products from growers, brokers, and manufacturers and sells them to retailers; key functions are to break bulk quantities and sell smaller lots or bunches to retailers

what is the purpose of a window display

there to communicate visually with people who pass by the shop, must be bright and bold

why do gerberas have harvest and packing concerns

they have long stems and tender flower heads. Special plastic grids snap onto the top of water-filled buckets, which allow them to hydrate, helping stems become firm and remain long and straight

spadix with surrounding spathe

thick swollen spike surrounded by a shield or spathe calla lily or anthurium

what is the stamen part of a flower

threadlike extensions that stand upright from the perianth, male reproductive parts of the flower, collectively called androecium

why are care tags important

to educate final consumer to increase longevity and enjoyment

see figure 6-3—why is precooling of cut flowers encouraged

to increase postharvest longevity

why are most flowers "dry-packed" in long and low boxes

to keep transportation costs low

why is underwater cutting done

to prevent air from getting into the xylem

what does TDS stand for

total dissolved salts

what are personal requirements for selling

trained to effectively and professionally offer services, friendly, enthuastic, communicate well. Must be knowledgeable about the products available, design suggestions, the unique services a flower shop provides, and appropriate price ranges.

what is a tropism, specifically phototropism and geotropism

tropism is growth curvature caused by external stimulus. photo- bends towards light geo- bends upwards from gravity

name some traditional "seasonal crops" that are now produced year round

tulips, daffodils, and gladioli

name some crops that are still considered seasonal and are limited to the plant's natural growth and flowering cycles

tulips, zinnias, poinsettias, Acacia, flowering branches, and holly with red berries

what are some specific concerns with designing, delivery, and management at the retail level?

undisciplined designers, need to understand customer's desires. Delivering is difficulat and often same day, must be efficient and good name for company. Management: people, product and money. Good, efficient, proper use of each

generally it is advantageous to have tight buds, so why then would a bud-opening solution be used

used to speed the opening of bud-cut flowers before they are sold or used in design work

generally, how and when are flowers harvested

usually harvested in the early morning and then processed for distribution that same day. Simple mechanical aids are used for certain crops. rose sheers or other tools designed to harvest long-stemmed flowers