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
