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September/October 2017

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3/24/17 12:45 PM

Vol. 112 No. 5 • September/October 2017

features 12 16 Because of the store, we coach, we teach, we get involved in fundraising. We don’t just attend these things; we want to organize them. It’s way more valuable than these networking groups. What’s a networking group? Just a bunch of people getting together for the sole purpose of sharing business cards.

20 24

Community Connection Philanthropic Ideas to Grow Your Business Employees First The Cost of Disengagement —And How to Prevent It Interns: They Do a Business Good Train Prospective Employees From the Ground Up Data-Driven Event Pricing Why You Should Charge More for In-Demand Wedding Dates

online Network with florists online

-Italo Paris

Have Your Say - Visit us online at CanadianFloristMag.com to share your comments on our articles, and be a part of the conversation.

06 departments 6

Bloomin’ Biz/ Coast to Coast

Florist Spotlight

By Design

Rising to the Occasion

Life at Work

Ask the SEO

Jennifer’s Journeys

On the Level with Neville

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by Katie Hendrick

FROM THE

EDITOR

Perhaps the most formative experience of my childhood was attending—and, eventually, working at—Camp Kahdalea. For 11 summers, I traveled to the mountains of North Carolina where I dabbled in all kinds of outdoor activities, including horseback riding, rock climbing, and white water rafting; made lifelong friendships; grew my confidence immeasurably; solidified my moral compass; and learned, time and again, the importance of teamwork.

At the helm of this magnificent place: owner and director Anne Trufant. As a child, I looked up to Anne with complete awe. She exuded authority, but also compassion and playfulness. Never one to take herself too seriously, Anne frequently let campers dress her in goofy outfits, fling flour/mud/pies at her, and toss her into the camp lake. In my latter Kahdalea years, when I worked as a junior counsselor (JC) and then as a counsselor, I came to understand the secrets of her leadership and how she mobilized a group of 50 or so college students (all a bit naïve and immature) to mentor and nurture impressionable girls from second to tenth grade, providing them with a memorable and moving experience that was so much more than a vacation. A mother of seven, Anne no doubt knew how to create order. I also suspect her background as a social worker and a missionary taught her to steer people with a gentle touch. Every Saturday night, following a fun, but tiring game like “capture the flag,” the JCs would supervise campers during a low-key activity while the counsselors and Anne would have a marathon meeting to review high points and low points of the previous week and map out a plan for the next. Anne always led by example and clearly communicated camp values and her expectations of the staff. We were to be present with the campers at all times, monitoring for cliques, self-doubt, and troubles leftover from home. There were specific duties, as well, such as writing “mommy letters” to campers’ parents once a week and choosing daily devotional readings before breakfast. She listened to our frustrations and acknowledged our exhaustion, but encouraged us to persevere. To reiterate our purpose, she’d read us letters from past campers and parents that spelled out what Kahdalea meant to them. With the big picture in mind, we rallied. It’s been nearly 15 years since my camp days, but I’ve thought of Anne often while putting together this issue, which we’ve devoted to leadership. Workplace culture has been thrust to the forefront this year, thanks to some high-profile incidents at places like Uber and the White House. Though those examples may have received the most news coverage, the problem appears to be pretty pervasive. Forbes named attrition as a major issue of the modern day, citing frightening statistics, such as the average tenure of employees of any age (4 years) and the percentage of workers actively looking for new opportunities (76 percent). This is a scourge on any company, but especially so for small businesses. Losing employees can be emotional, finding their replacements can be stressful, and training them can be expensive. To prevent you from landing in this maddening cycle, we asked successful florists and business experts to share their best practices for engaging and empowering workers. From vetting candidates to training new hires to voicing appreciation for loyal workhorses, the advice that poured in reminded me so much of what happened (and, presumably, still goes on) at Camp Kahdalea. I’m confident you’ll find it enlightening and learn some new ideas to make your business even stronger.

Vol. 112 No. 5 Editor Katie Hendrick khendrick@CanadianFloristMag.com 800-314-8895 ext 106 Advertising Manager advertising@CanadianFloristMag.com Publisher Ryan Freeman ryan@CanadianFloristMag.com Media Designer Ruby Coles Publication Mail Agreement #42919543 RETURN UNDELIVERABLE CANADIAN ADDRESSES TO Strider Media, 6-6150 Highway 7, Suite 400, Woodbridge, ON L4H 0R6 distribution@CanadianFloristMag.com Printed in Canada ISSN 1700-5043

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e-mail: distribution@CanadianFloristMag.com Tel: 800-314-8895 ext 2 Fax: 800-755-7032 Mail: 6-6150 Highway 7, Suite 400 Woodbridge, ON L4H 0R6

Subscription Rates Canada - $30/1 Yr, $48/2 Yrs, $65/3 Yrs + HST USA - $69/1 Yr, $111/2 Yrs, $163/3 Yrs International - $99/1 Yr, $160/2 Yrs, $233/3 Yrs Occasionally, Canadian Florist will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2015 Strider Media. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication.

Dedicated to the memory of Bill Martin, and all those who gave of their time and resources to build up our industry.

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@CanadianFlorist September/October 2017 | CANADIAN Florist 4

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Lessons in Leadership

a collaboration of traditions

As a member of the Pueblo people in NM and a floral designer, I believe it is important for the couple to have aspects of both cultural heritages represented in the bouquet. This arrangement harmoniously brings natural elements, using foliage and wire accents, from two Native American tribes — the Gila River and Pueblo people. Let our featured designers inspire you at oasisfloralproducts.com/inspire

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SHAYAI LUCERO EARTH & SKY FLORAL DESIGNS Old Laguna, New Mexico MOST INSPIRATIONAL FLORAL DESIGN: Wedding Bouquet

You too can be featured in the Inspire Design Showcase! Follow us on Facebook for the upcoming themes. September/October 2017 | CANADIAN Florist 5

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bloomin’

biz

Twice as Nice: Farm to Canada Upsizes Facility to Meet Growth By Kathryn Deen

This flower company had a problem to be envied. For the past several years, Farm to Canada’s business boomed with double-digit sales growth year-over-year, and its building was bursting at the seams. So, the 15-yearold wholesale floral importer and distributor decided to make the leap and move to a larger facility this summer. After signing a seven-year lease, the company opened its new doors on June 19 at 1070 Mid Way Blvd., Unit #9 in Mississauga, Ontario. “We are now well positioned to continue expanding and growing our business,” Business Development Manager Darren Russell told Canadian Florist. As a result, Farm to Canada already hired its 11th employee with room for another five or six staff members. And the company kissed its less-than-ideal temporary refrigerator units goodbye. It all started about a year and a half ago, when the owners and managers began talks of relocating to a more spacious facility.

leadership team started planning eight months before the move. The company created a detailed timeline that accounted for logistics, such as designing and building new offices and transporting two coolers. Russell advises any business considering a move to plan at least six months in advance and to consider the costs, as well as city regulations and bylaws that may require architectural drawings and building permits. “The biggest challenge was the final push,” Russell said. Within a three-day weekend, Farm to Canada moved its coolers, phone and computer systems and office furniture and reopened Monday with everything up and running. With all hands on deck, a tractortrailer and some coffee for fuel, they had a relatively seamless transition. And already the rewards have been aplenty.

Their priority? To stay within the 2-kilometer “Our staff love the improved work radius of the Mississauga Flower Circle near Toronto Pearson environment and extra space, while our customers International Airport. are loving all the extra room,” Russell said. “It’s a “In the (Greater Toronto Area) flower market, location is the much better, more positive work environment.” most important thing,” Russell said. “We needed to be in the The added square footage allows for improved Flower Circle for the many customers who pick up their flowers efficiency during Farm to Canada’s weekly flower and to also be centrally located for distribution and delivery to shipments from farms in Ecuador, Colombia, our customer base.” Costa Rica and Guatemala, as well as its frequent With this focus, the team visited several potential buildings during a six-month span. The one that won out is in the same complex as its former facility, right across the parking lot, “making an easy transition for our customers,” Russell said.

distributions to everything from small flower shops to large, mass-market stores.

company can do all its processing in a controlled environment.

The new look “signifies a fresh start,” Russell said. “It’s positive, bright and professional.”

Farm to Canada sells fresh flowers and flower food, specializing in premium hydrangea and roses. Four Easy indeed. The sign on the old door reads, “We’ve moved. farms supply the company with a total of about 15 Look behind you.” colours of hydrangea, and 13 rose farms provide At 10,000 square feet, the new warehouse is triple the size about 350 rose varieties. of the old one, allowing Farm to Canada’s current business Farm to Canada’s leadership decided that the move volume to operate more comfortably while providing for future was the right time to tack on a few other changes, expansion, Russell said. like launching a new company logo and an updated Plus, the cooler space doubled to 2,000 square feet, so now the colour scheme. Before, workers processed boxes outside on the warehouse dock. But now, all the receiving, labeling, and processing happens in the new cooler space, protecting the flowers from the elements. Also, the reception area quintupled.

Have a look for yourself. Stop in during business hours, or check out the open house in September, when you can tour the new facility and attend an on-site design show. Visit the company’s Facebook page for event details.

As sweet as the deal was, moving always comes with a few Then, keep an eye out for Farm to Canada’s thorns. expanded offerings. Within the next year or so, the To make the process as smooth as possible, Farm to Canada’s company plans to start selling hard goods.

Secrets to Success

Are you wondering how Farm to Canada’s business continues to grow? Business Development Manager Darren Russell isn’t surprised the wholesale flower importer and distributor has seen double-digit sales growth yearover-year for the past several years. Here, he shares the company’s recipe for success: Business Model: Farm to Canada has a smart system. It waits for customers to place orders instead of stocking up from its suppliers first. That way, the flower boxes that are shipped to Farm to Canada go directly to its customers unopened. It saves Farm to Canada the hassle of breaking open and separating boxes, transferring flowers to buckets, and then repackaging what gets sold. “It’s the fastest way,” Russell said. Local florists get their flowers five or six days after placing their order. Plus, nothing gets thrown out. Recently, Farm to Canada has added smaller pack size options to accommodate smaller florists, too. Location: In the Greater Toronto Area flower market, it’s critical to be within the 2-kilometer radius of the Mississauga Flower Circle near Toronto Pearson International Airport. It’s central to local customers and convenient for foreign suppliers. Quality: The 15-year-old company hasn’t become complacent. Workers continually evaluate suppliers and seek out the best. During the last few years, Farm to Canada upgraded the quality of the farms that it buys from. Savings: Farm to Canada offers competitive prices by keeping overhead costs as low as possible. For instance, the owners waited until they absolutely needed a bigger facility to move, working within their means and resisting extravagance.

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coast to

Don’t Miss: CAFA’s Anniversary Celebration to Feature Renowned Designer He’s kind of a big deal, and he’s coming to an event near you. World-renowned Russian floral designer Roman Steinhauer will headline Canadian Academy of Floral Art’s 25th anniversary celebration this fall. Save the dates for an onstage demonstration show from 3-7 p.m., Oct. 22, and a hands-on workshop from 8 a.m.-3 p.m., Oct. 23, in the Floral Hall at Toronto Botanical Garden, 777 Lawrence Avenue East, Toronto, Ontario M3C 1P2. “Floral designers all over should come to network, to connect, and to watch firsthand as designers create these pieces of art and put them on display,” said CAFA President Julie Drago, AIFD, CAFA. The event, sponsored by CAFA’s founders and local wholesalers, is open to the public. Ticket prices will be announced in August. You’ll have opportunities to meet the artist, connect with other talented fresh flower designers, learn new tips, and leave inspired. You also can support a noble cause. A 50/50 raffle and silent auction of Steinhauer’s work will benefit the Norman Disch Foundation, which funds budding floral designers’ education through Seneca College. In case you’re wondering what sets Steinhauer apart, the list is lengthy. Last year, he took second place in the Europa Cup, one of the world’s most prestigious floral design competitions; he’s been a featured designer in “International Floral Art” and “Fusion” magazines; he won the Russian Cup of Professional Floristry in 2010 and 2011; and he’s given several presentations at worldwide floral shows and exhibitions of distinction. “He’s very creative,” Drago said. “He’s current and he hasn’t really been seen by the North American public.” On Oct. 22, Steinhauer will spend about two hours demonstrating his style of design and art onstage. A translator will be on hand. “You can see him create a masterpiece from what seems to be a box of odds and ends,” Drago said. He’ll make roughly 15 to 20 pieces, including handtied bouquets, wood or metal armatures, and European-style pieces. Throughout the demonstration, CAFA board member Inta Taurins, AIFD, CAFA, WFC, will provide commentary. “She’s knowledgeable and entertaining,” Drago said. “She’ll keep people on edge and she’s very good at describing what’s

COAST

Roman Steinhauer

going on.” Also, attendees vying for some accolades may enter a design competition with monetary prizes and awards. Anyone who buys an event ticket can compete, but contestants must pre-register. Entries will be judged by a group of professionals and winners will be announced at the event. But that’s not all for day one. “We’ll have some surprises and entertainment as well as other floral designers,” Drago said. Later that day, CAFA’s student and professional leadership for the coming year will be inducted onstage. Then, on Oct. 23, Steinhauer will lead a hands-on workshop, where materials, breakfast, and lunch will be provided. Participants may take home what they make. There are limited spots available for this portion of the event. “Learn different techniques and see a different view from another person’s eye,” Drago said. “It’s very exciting.” To sign up for the design competition and workshop, email juliedrago@rogers. com. Details will be released soon on discounted hotel rates and more on CAFA’s Facebook page.

25 Years of CAFA Happy birthday to the Canadian Academy of Floral Art. In honour of the organization, here’s a peek at its recent accomplishments: •

Involved with the annual Canada Blooms show

•

Participated in the American Institute of Floral Designers symposium

•

Involved with The JUNO Awards in Vancouver, Calgary, St. John's and Toronto

•

Presented floral designs for the Queen and for Ontario Tourism

•

Presented design shows in Montreal, Niagara Falls and on the east coast

•

Participated in various charity events

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Vehicle(s) may be shown with optional equipment. *Maximum cargo volume with front passenger seat removed on Transit Long Extended Wheelbase High Roof Van. **Maximum conventional hitch trailer towing capacity (when properly equipped) for Transit 150 RWB Low Roof Van / 250 RWB Low Roof Van / 150 RWB Medium Roof Van / Transit 250 RWB Medium Roof Van, with 3.2L I5 Diesel engine, 3.73 ratio, and 13,500 lbs GCWR. ‡Maximum cargo volume behind rst row with no 2nd or 3rd row seats on Transit Connect Van. ‡‡When properly equipped. Maximum payload with Transit Connect Van. Cargo and load capacities limited by weight and weight distribution. ©2017 Ford Motor Company of Canada, Limited. All rights reserved.

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COMING

EVENTS coast to

COAST

Major Hype:

SEPTEMBER

6: Floral Strategies Webinar: Advanced Customer Service Skills Floralstrategies.com 6-9: Society of American Florists annual convention Palm Beach, Florida Safnow.org

Canada’s Largest Wholesaler to Unveil New Showroom

By Kathryn Deen

17-18: Florists Supply Design Show and Workshop with Neville MacKay, CAFA, PFCI Edmonton, Alberta Floristssupply.com

“This is the big one!” So says Susan Clarke, marketing manager of Hofland, Canada’s largest flower wholesaler, in reference for the company’s new, yearround showroom designated for its Accent Decor line, AD@Hofland. The grand opening was August 12, in Hofland’s building, 6695 Pacific Circle, Mississauga, Ontario L5T 1V6.

This is the big one! “We are in an industry that is very visual and tactile,” Clarke said.

“Customers want to see if the product is that specific colour they are looking for, or feel the texture. Our customers will be able to shop at their convenience in an atmosphere created to inspire!” The 5,500-square-foot showroom has been a topic of discussion since Hofland launched AD@ Hofland three years ago. Integrating the line into Hofland’s product offering has gone through a number of evolutions, and now it’s time to unveil it in all its glory. It’s been a whirlwind. The biggest challenge was the tight timeline. Hofland decided on the new showroom in April and started demolition and construction by the end of May. Another hurdle was finding space to display the line’s 3,500-plus items in Hofland’s building.

17-18: Florists Supply Design Show and Workshop with Donald Yim, AIFD Winnipeg, Manitoba Floristssupply.com 17-18: Florists Supply Design Show and Workshop with Loann Burke, AAF, AIFD, PFCI Vancouver, British Columbia Floristssupply.com 23: Society of American Florists 1-Day Profit Blast Boston, Massachusetts Safnow.org 27-28: CanWest Hort Show Abbotsford, British Columbia Canwesthortshow.com

OCTOBER

4-5: Canadian Greenhouse Conference Niagara Falls, Ontario Canadiangreenhouseconference.com 4-6: ProFlora Bogota, Colombia Proflora.org

Hofland President Glenn Hofland and Operations Manager Ben Jardine tackled the puzzle of what to move where and devised a plan for the showroom in the southeast corner of the building, adjacent to Hofland’s Cash & Carry store.

10: Floral Strategies Webinar: Easily Cut Costs and Boost Profits with Derek Myers, CPA, CFP, PFCI Floralstrategies.com

The Marketing Department had used the majority of the space as storage for product samples and showroom/trade show props.

18-20: Wholesale Florist & Florist Supplier Association Floral Distribution Conference Miami, Florida Wffsa.org

Currently, staff is busy categorizing and labeling product samples and Hofland’s merchandising specialist is sourcing props to tell four themed stories. “Accent Decor spends an incredible amount of time researching trends and product development,” Clarke said. “They tell amazing stories with their products! We want to bring those stories to our customers.”

A Closer Look

AD@Hofland’s new showroom will tell four inspiring stories: Calexico: Whitewashed and weathered surfaces show the slow, sure hand of the sea and sky, a landscape dotted with woven textiles, earthy pottery, and sangria hues. There is a constant, calming sense of flow. All is easy, unhurried, and coolly imperfect. Elusive Dynasty: Marvel at an estate filled with wonder. Rich, bold colours drip down the walls and set your mind adrift. Carved from luxury and legacy, gilded by fortune and age, draped in reams of velvet and silk, La Grande Maison unfolds before you. Leaf and Line: High-gloss greenery thrives in the limelight. A pink glow beckons your curiosity as you wander through the gallery-meets-greenhouse. Sleek and inspiring, minimal design have maximum impact. E and E: Eric and Eloise are the heart of the holiday collection, conveying the spirit, companionship, and wonder of the season. This storybook collection provides a sense of home found right in the center of a wintry, wooded clearing that speaks of magic and mystery.

22-23: Canadian Academy of Floral Art Fall Show and Workshop Toronto, Ontario Cafachat.com

NOVEMBER

15-17: Expo-FIHOQ: Fédération interdisciplinaire de l’horticulture ornementale du Québec Drummondville, Quebec Expofihoq.com

APRIL 2018

21: Canadian Florist Business Forum St. Catharines, Ontario Canadianfloristmag.com 22: Niagara International Association of Florists Design Show St. Catharines, Ontario niaflorists.org

Organizing an upcoming event readers should know about? EMAIL khendrick@canadianfloristmag.com

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