Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
1.
2.
Video
Soft-focus background of multi-color floral
display
Office staff giving bouquet to secretary (or
retiree)
Audio
MUSIC: (medium-tempo contemporary)
NARR:
Celebrate …
3.
4.
5.
Full-motion shot series #2-#5 builds as one
sequence “lays” on top of previous shot
(resembling laying one photograph on top of
another in random “pile”)
Husband giving wife bouquet
Flowers given to elderly person
Flowers given to new mother holding baby
6.
Smiling floral dept. clerk comes from behind
counter to help customer at floral display area
7.
CU of customer admiring finished bouquet
8.
Floral clerk working in prep area; cut to same
clerk w/smiling customer at store counter
9.
10.
Floral montage; leads into next graphic title
Graphic title: letters descend from top of
screen to spell out (bottom of screen)
“Increasing Profits by Reducing Shrink: A
Guide to Floral Care & Handling”
UPCOMING CHANGE OF TITLE
11.
12.
13.
Transition to clerk examining flowers on
shelves (in “box” on left side of screen)
Graphic title: (right side of screen)
 Refrigeration
 Water Quality
 Sanitation
 Flower Food
 Consumer Education
Clerk (in “box”) expands to full screen
Graphic animation: letters descend from top of
screen to spell out (bottom of screen)
“Refrigeration & Storage”
… show love …
… give comfort and sympathy …
… and offer wishes of joy … all with beautiful
flowers.
People express their deepest emotions with
flowers. That’s why it’s so important that the fresh
floral products you sell are of the highest quality
and beauty …
… and have the longest possible lifespan for your
customers.
It all requires special care and handling. As you
offer customers quality, fresh floral products, you’ll
also build repeat business and profitability for your
department.
MUSIC: (up full through montage)
That’s what this program is about … helping you
learn proper floral care and handling, which
increases your customers’ enjoyment.
SFX: (descending chimes gliss timed w/graphic
animation)
NARR: Keep these five basic principles in mind as
we review the best ways to maintain the freshness
of your supermarket’s floral products.
Refrigeration … water quality … sanitation …
flower food solution … and consumer education.
Remember, you play a valuable role in
maintaining product freshness … from grower to
consumer.
Let’s begin with understanding the most important
key to sustaining the quality of flowers and plants
… refrigeration and storage.
SFX: (descending chimes gliss timed w/graphic
animation)
1
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
14.
Clerk at display cooler area inspecting product
15.
Pan of flowers Anthirium, Bird of Paradise,
orchids stored outside of cooler
CU of clerk checking thermometer in display
cooler
16.
17.
Clerk checking hand-held thermometer
18.
Flowers being blown on high shelf near air vent
19.
Graphic: large “X” drawn across screen
CU of produce cooler
20.
Flowers in dairy cooler
21.
Slow pan of potted plants
22.
Graphic (bottom of screen): “55 – 70 º F”
23.
24.
Clerk placing flowers in container (solution
should be visible)
Flowers in container placed in cooler
25.
Clerk cleaning away leaves in cooler area
26.
Smiling customer (at counter area) admiring
flowers
27.
Pan of floral display
28.
CU of clerk helping customer
29.
Generic flower background
Graphic title: “Display Area”
Audio
You can actually extend the life of flowers by
closely monitoring temperature and relative
humidity. Keep a close eye on them, because
even small changes can influence the lifespan of
flowers.
And remember, not all types of flowers are stored
in a cooler, such as Anthirium and Orchids.
Measure the temperature inside the cooler twice a
day, and record your findings. To do this properly,
check the cooler’s temperature with an accurate
thermometer.
This is especially important before receiving a
delivery. Maintain the cooler temperature between
34 and 36-degrees Fahrenheit and at 70 to 80percent relative humidity.
Store flowers and plants AWAY from a high airflow
area inside the cooler. This can cause
dehydration and a shortened shelf life.
NEVER place flowers or plants in the same cooler
with produce due to the damaging effects of
ethylene gas from ripening fruit and vegetables.
Use the dairy cooler if there’s no floral cooler
available.
Also, do not refrigerate chilling-sensitive potted
plants such as African Violets, Gloxinias,
Poinsettias, Anthirium or potted foliage.
These need warmer temperatures … typically
between 55 and 70-degrees Fahrenheit.
Store all cut flowers in plastic or glass containers
with flower food solution. If this is not possible …
… keep them in the cooler dry for no longer than
one day.
Be sure the area is free of debris, since rotting
leaves and plant material accelerate deterioration
and shorten the lifespan of flowers.
Everything you do to maintain quality floral
products will directly influence your department’s
sales and profits.
Likewise, creating attractive displays and
arrangements on the sales floor will also motivate
customers to buy.
Follow the guidelines your store may already have
for developing pleasing displays. Here are some
of the basic factors to remember.
The sales area should be brightly lit. Keep the
display area temperature between 65 and 75degrees Fahrenheit … and the relative humidity
2
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
30.
Video
 Brightly lit
 65-75º F
 50-70% humidity
 Low ethylene
Clerk handing care instructions to customer
31.
Customer holding flowers walks from counter;
smiling clerk thanks customer
32.
33.
Fade to black
Graphic animation: letters descend from top of
screen to spell out (bottom of screen)
“Ordering, Scheduling, Receiving”
34.
MCU of clerk (w/supervisor) holding clipboard
while checking stock & writing items needed
35.
CU of clerk filling out paperwork on clipboard:
36.
Graphic title: “Know Order Procedures”
Smiling clerk helping customers; CU of
customer examining bouquet (or plant)
Graphic title: “Goal: Proper Inventory”
37.
Clerk w/clipboard (OR at computer) looking
through multiple pages
38.
Clerk next to flowers w/”Sale” tags
39.
Clerk on phone in office
Graphic title: “Special Quantities / Holidays”
40.
41.
42.
Full-screen Graphic: (background flowers)
Ordering & Scheduling Procedures
 Know Them Well
 Goal: Proper Inventory
 Special Quantities / Holidays
 Delivery Timeframe
Graphic title: “Receiving Your Floral Product”
Clerk cleaning buckets, cutter blade & prep
table area
Audio
between 50 and 70-percent.
Finally, make sure all your hard work of preparing
and presenting floral products pays off by
educating each customer about proper care of
their purchase at home.
The longer customers can enjoy their purchase,
the more satisfied they’ll be … and they’ll keep
returning to your store.
MUSIC: (New Music)
SFX: (descending chimes gliss timed w/graphic
animation)
NARR: While each store handles the details of
ordering somewhat differently, there are some
general guidelines to follow.
First, get to know your store’s ordering procedures
well.
Proper inventory is important. The goal is to
carefully order just the right amount of product
…not too much or too little. Routinely doing this
helps your department be more profitable, plus it
makes your job easier and provides consistently
beautiful floral products for sale in your store.
To figure out how much product to order, look
through sales information from prior years as well
as the previous week.
Include in your ordering plans any specific items
that will be on sale.
Also, be aware of any special store promotions,
especially before holidays. This will likely
influence how much, and which type of floral
products you order.
Properly scheduling deliveries is likewise a must
because the delicate lifespan of flowers directly
impacts your department’s profitability.
Let’s take a moment to discuss receiving.
Being prepared to receive your floral products
starts with sanitation. As you might imagine,
3
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
43.
MCU still of produce counter as background
44.
Graphic title: “Ethylene Gas?”
Graphic dissolve to “Ethylene Gas – Colorless,
Odorless, Tasteless”
45.
Graphic dissolve to “Ethylene Gas – Premature
Death / Yellowing & Dropping”
46.
47.
Stills (from Dr. Nell)
Time-lapse of wilting flower (left side)
Scrolling graphic (right side):
Ethylene Gas Sources (title remains
throughout)
 Unchecked growing microbes & fungus
 Propane heaters
 Gas or diesel engines & forklift
 Old flowers & produce
 Floor buffers
Graphic dissolve to “Ethylene Gas – Shorter
Flower Life → Reduced Profits”
48.
Cascading series of video or still images of
nursery greenhouse / flowers being loaded into
truck / clerk bringing flowers on cart to sales
floor / customer admiring flowers
49.
CU of roses being prepared for display
50.
Graphic title: (background of flowers)
Processing Order
1. Roses
2. Flowers shipped in water
Audio
flowers and plants do best in a clean environment.
Your equipment, containers and work areas all
must be kept clean. Good sanitation actually
enhances the appearance and quality of fresh
flowers. Keeping things clean lowers the
damaging effects of microbes and ethylene gas on
the flowers you sell.
What is ethylene gas and what harm can it do?
Ethylene gas is colorless, odorless and tasteless.
It occurs naturally from ripening and decaying
produce, as well as from man-made sources such
as propane-powered equipment and floor buffing
chemicals.
Ethylene is particularly damaging to cut flowers
and flowering plants because it can cause
premature flower death as well as leaf and bud
yellowing or even dropping off the plant.
(Music Only)
Generally, ethylene gas shortens the lifespan of
cut flowers … and that reduces your ability to sell
quality floral products.
Now your floral department is ready to receive
your floral product. From the grower’s
greenhouse to your customers’ hands, flowers and
plants need special care and handling to maintain
life and freshness. Temperature extremes and
physical damage can easily occur during shipping.
Add to that the delicate nature of flowers and
plants that perish easily. That’s why it’s important
that you process them promptly and give them
proper care as soon as they’re delivered to your
store.
Follow this processing order …roses … fresh
flowers shipped in water … fresh flowers shipped
dry … plants … and finally, hard goods.
4
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
51.
52.
53.
Video
3. Flowers shipped dry
4. Plants
5. Hard Goods
Clerk inside back cooler at thermostat
Clerk checking boxes; ECU of thermometer in
box; another person putting unloaded boxes
near clerk
Titled images in 2 parallel “boxes”
Graphic titles under “boxes”:
“Temperature Probe” & “Infrared Thermometer”
Clerk at prep table opening box & checking
flowers
54.
Clerk w/clipboard comparing order sheet
w/actual delivery amount
55.
MCU of clerk finding damaged flowers
56.
Clerk showing damaged flowers to supervisor
57.
Clerk checking container; ECU of solution level
in bucket
58.
Slow pan of clean floral dept. w/customers
59.
60.
Fade to black
Graphic animation: letters descend from top of
screen to spell out (bottom of screen) “Proper
Care of Fresh Cut Flowers”
61.
Clerk unpacking fresh cut flowers
62.
Clerk sequence freezes & “grays” behind
supered graphics (added sequentially
w/narration):
Audio
Before a shipment arrives at your store, check and
record the temperature of the cooler.
Be sure to take time to check each box’s
temperature.
Also, examine the product itself for any signs of
damage from the shipping process, disease or
insects.
Next, confirm that what you ordered is what is
being delivered … both the type and quantity of
product.
If you do discover any damage, incorrect variety or
stage of development with the product delivered…
… report it right away to the appropriate person in
your company … and describe what you found as
specifically as possible.
If you’re receiving wet-pack flowers, be certain
there is enough flower food solution in the
container. Keep in mind that the bucket should be
at least half full.
Along with enhanced product appearance, one of
the best results of a pleasant, clean, wellorganized department is that it makes a positive
impression on customers, and THAT can boost
sales.
MUSIC: (New Music)
SFX: (descending chimes gliss timed w/graphic
animation)
NARR: Here’s what you’ll need to process fresh
cut flowers.
Clean buckets … a clean, sharp bunch cutter,
clipper or knife … a clean work area … and
properly mixed flower food solution.
 High quality water
 Clean buckets
 Clean, sharp cutter, clipper, knife
5
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
63.
 Clean work area
 Properly mixed food solution
Clerk filling buckets
64.
Cut to CU of water from faucet or hose
65.
Shot of clean buckets
66.
MCU of plastic and glass bucket interior
67.
Graphic title: “Plastic or Glass ONLY”
Clerk feeling inside of bucket
Graphic title: “Buckets Feel Smooth”
68.
Clerk using sanitizing solution & water
69.
Graphic title: “Use Sanitizing Solution / Follow
Manufacturer’s Instructions”
Clerk using brush
70.
Graphic title: “Always Use Brush”
MCU of clerk cleaning inside & outside of
bucket
71.
Bucket w/dirty underside being lifted up from
underneath bucket
72.
Several shots of attractive flowers
73.
Graphic title: (background flowers)
 Open properly
 Maintain good color
Audio
Flower food combined with clean water is vital to
flower health at every step of caring for them. In
fact, this combination actually improves hydration,
plus it preserves the freshness and longevity of
the flowers you sell.
If the water you are using is of questionable
quality, your flowers won’t absorb water and
nutrients properly. That reduces their lifespan and
makes your job more difficult.
Flowers thrive in properly mixed flower food
solution and clean containers. These are the
guidelines to follow …
Use only plastic or glass containers. Metal
containers can cause an adverse reaction in cut
flowers and reduce their lifespan.
Before you use ANY container, make sure it’s
clean, inside and out … with no microbes growing
in it. The way to know that is the bucket sides
should feel smooth instead of “slimy.”
Commercial bucket sanitizing solution is the best
way to clean each container. When you use it,
carefully follow the manufacturer’s instructions.
Always use a clean brush to thoroughly wash the
container.
Finally, make sure you thoroughly clean the inside
and outside of your buckets with sanitizer …
especially the bottom. Do this before AND after
using any container. Don’t assume that any
bucket is clean. Whether or not your buckets
have been in storage for a while, always clean
them before each and every use.
Debris and microbes on the bottom can
contaminate the stacked bucket underneath …
which can later damage flowers placed in that
lower container.
Cut flowers need a substitute for the food they
would get naturally, and flower food is the answer.
With sugar and other nutrients, flower food helps
cut flowers open properly and maintain good
coloration by assuring sufficient hydration.
Flower food solution also reduces the growth of
damaging microbes, adds a buffer to maintain the
proper p-H level, and increases the flower’s water
6
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
 Slows microbes growth
 Maintains proper pH
 Increases water uptake
Results slide of no food / half-strength / proper
mix / double strength (Steve Daum has this
slide; sent to Jon via e-mail)
Audio
uptake.
75.
Freeze frame w/flower bucket & food container
Here you see why it’s important to mix flower food
at the correct level. Always follow the
manufacturer’s directions … and check for special
labels.
(Music Only)
76.
Graphic title: “Always Follow Manufacturer’s
Directions”
Generic CU of beautiful flowers
(Music Only)
77.
Graphic title: (bottom center)
“Accurate Measure = Beautiful Flowers”
Clerk laying out flowers to be cut on table
74.
78.
79.
80.
Graphic title: “Stem Cutting”
Clerk using sharp knife; 2nd shot using bunch
cutter
Clerk cutting flower stem; cut to ECU of stem
bottom w/on-screen graphic “1-inch” showing
measurement
Show “clean” & “smashed” stem ends; graphic
“X” painted over smashed stem
81.
Clerk cutting & placing flowers into bucket
82.
MCU of half-full bucket; cut to Clerk placing
more flowers in bucket
83.
Clerk removing plastic, paper & fabric sleeves
from bottom to top
84.
Clerk pulling off lower leaves & broken flowers
85.
Clerk “fluffing” flowers in bucket … checking
heads & stems
Now, some specific tips on properly cutting flower
stems.
Whether you use a knife, clipper or a mechanical
bunch cutter, make sure the blade is sharp at all
times.
Cut off one-inch from the bottom of the flower
stem.
Always cut the stems cleanly with a sharp blade.
Never smash the stem ends. Smashed stems
don’t allow proper hydration.
Once flower stems are cut, immediately put them
into a sanitized plastic or glass container that’s at
least half full of clean, room-temperature water
and flower food solution.
The buckets need to be at least half full. That
way, you’re sure the stem ends will remain in the
solution as you work with the rest of the shipment.
Plastic or paper sleeves should be carefully
removed by gently tearing along the seam or seal
from the bottom up. Be especially careful around
the flower heads.
Any decaying material left in the bucket below the
water line causes microbes to grow, which
contaminates the water and keeps the stems from
transporting water throughout the plant. So clean
off all leaves that will be below the water line …
and take away broken flowers.
You can easily damage flowers by overstuffing
them in a container, so avoid doing this by leaving
enough room for flowers to keep developing.
7
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
86.
Slide of similar flowers / open & closed
87.
Clerk cleaning cutting area
88.
Clerk cleaning cooler shelf w/sanitizer
89.
Clerk putting prepared flowers into cooler
w/flower signage
90.
Clerk putting flowers onto display w/flower
signage
91.
Happy customer in background; Clerk
(foreground) walking along display
aisle/counter checking flowers / culling
damaged flowers
92.
Clerk pulls out leaves from bucket (in display
cooler)
93.
Clerk bringing wilting flowers to cutting area
94.
Clerk cleaning up water
95.
Clerk removing & cleaning empty buckets
96.
Customer bringing flowers to counter
97.
Flowers laid on wrapping paper diagonally;
bottom of stems wrapped
Flowers rolled in paper
98.
99.
MCU of care package placed w/flowers
100. Clerk working w/large bouquet
Audio
Don’t be surprised if you give the same care to
similar flowers but they perform differently. This is
normal.
When you’re finished, clean both the cutter itself
and the cutting area with disinfectant at least once
a day. This minimizes harmful microbe growth.
Be sure to clean the cooler at least once a week,
and check it every day.
Now, your new shipment of fresh cut flowers is
ready for display. So place them immediately into
the floral or dairy cooler … OR, onto the sales
floor. Also remember to add informative signage
to each product to serve as your “silent salesman.”
Where they’re placed depends on the processing
and marketing procedures your company has
established.
Customers will return again and again when they
know they’ll find fresh, beautiful flowers every time
they stop in. So it’s vital that you walk the floor
each day and remove any damaged or unsightly
flowers, leaves and broken stems.
Check the bucket to see if it has enough flower
food solution, as well as for any fallen leaves or
petals … and remove them.
If you notice any poorly hydrated or wilting flowers,
re-cut the stems to revive their appearance and
lifespan. However, once flowers have
permanently wilted, they cannot be revived.
Watch for any spilled water on the floor or
shelving, and clean it up before an accident
occurs.
To prevent ethylene damage from unchecked,
growing microbes, empty buckets must be
removed from the sales area and sanitized.
Once a customer makes a selection, it’s important
that you provide proper floral care and handling of
their purchase. Let’s see how to correctly wrap
cut flowers.
First, lay the flowers diagonally on the floral paper
and fold the bottom of the paper over the stems.
Carefully roll the flowers in the paper.
Remember to include a package of flower food
and care instructions. That way, customers can
enjoy their flowers and extend the care you’ve
given them for a longer time.
For larger bouquets, send along enough flower
food to make one quart of solution.
8
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
101. Clerk interacting w/customer; customer looks at
care tag (w/baby)
Graphic title:
“Floral Home Care Reminders”
 No Direct Sunlight
 Keep Away from Appliances
 Keep Away from Heat Vents
102. Clerk helping happy customer(s)
103. Fade to black
104. Graphic animation: letters descend from top of
screen to spell out (bottom of screen) “Proper
Care of Potted Plants”
105. Clerk opening shipping box; lifts out African
Violet
106. Slow pan of chilling-sensitive plant display
Graphic supered (bottom):
55 – 70º F
107. Freeze-frame of colorful flowering plant
(Gloxinias & African Violet)
Graphic dissolve to plant names list (bottom)
108. Clerk putting plant boxes in back cooler
109. Clerk removing paper sleeve
110. ECU of zipper removal of fiber sleeve
111. Plant being checked
112. Clerk putting plants on display shelf
Audio
Finally, mention to each customer to keep flowers
out of direct sunlight … keep them away from
appliances that create heat … and away from
heating vents that will shorten the flower’s
lifespan.
By following these care and handling guidelines,
you’ll be able to preserve the beauty and
freshness of your department’s flower assortment,
increase sales and build a loyal customer base at
the same time.
MUSIC: (New Music)
SFX: (descending chimes gliss timed w/graphic
animation)
Here’s how to process potted plants. To begin,
carefully open each box and remove any chillingsensitive plants first.
These need to be kept at temperatures between
fifty-five and seventy-degrees Fahrenheit to
prevent damage.
You’ll likely come across these common types of
chilling-sensitive plants … African Violet, Begonia,
Gloxinia, Christmas and Easter Cactus, Hibiscus
as well as Poinsettia. There’s a list of chilling
sensitive plants in your manual.
There may be times when immediate unpacking is
not possible. In that case, store non-chillingsensitive plants in the cooler for no longer than
one day.
Gently tear the plastic or paper sleeve completely
along the seam or seal, starting from the bottom
and working upward. Then, remove it carefully …
especially for plants with blossoms.
Plants that are protected by a fiber sleeve with a
zipper removal system are opened by pulling the
string … from the bottom up.
Be sure to check the plant for insects and
diseases.
Now your plants are ready to be displayed. How
you do this is a very important part in your
department’s sales, both first-time and repeat
sales. So think through your display area’s layout
carefully.
9
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
113. Attractive display of floral products
114. Clerk spacing plants on shelf
115. Slow pan of flowering plants brightly lit
Graphic title: (bottom)
“Flowering Plants”
116. Reverse zoom of foliage plants (less bright)
Graphic title: (bottom)
“Foliage Plants”
117. Clerk putting potted bulb into cooler
118. ECU of clerk’s hand checking plant soil
Graphic title: (bottom)
“Soil Should Be Moist”
119. Water flowing from watering can
120. Clerk checking plant weights in her hands
121. Clerk watering plant
122. Clerk watering plant / notices spill / wipes it up
123. Clerk wiping up water on special display
124. Clerk walking around circular display shelf
checking plants & removing leaves
125. Clerk taking “bad” plant off display shelf
126. Clerk arranging group of displayed plants
Audio
As you plan, keep in mind that people are more
likely to buy attractively displayed floral products in
a bright, well-maintained department. Here are
some tips to help you.
Give each plant enough room on the display shelf
so it can be easily moved without damage to it or
adjacent plants.
Place flowering plants where it is brightly lit, since
that’s what they need to thrive.
Foliage plants need less light.
Display flowering potted bulbs in a cooler if
possible.
Now, see that plants on display have enough
moisture. The soil should feel moist when you
check it.
As with fresh cut flowers, clean water is essential
when you process potted plants.
If you’re not sure about a plant’s moisture level,
compare its weight to a similar one you’ve just
watered. Remember, to maintain a good
appearance, plants must continually have proper
soil moisture while on display.
Water each plant, but only if necessary. Too
much water will actually damage the roots, yellow
the leaves and shorten the plant’s lifespan.
Since supermarket floors are often smooth, water
makes them quite slippery. To prevent accidents,
routinely check for, and clean up, any spilled water
on the floor … as well as the displays, pot covers
and drainage saucers.
Also take care of spills around any special
displays in another part of the store.
Each day, walk through your department and
remove any wilted, deteriorating or discolored
flowers and leaves. This has two benefits … good
appearance and plant health.
Remove any damaged or unsightly flowers and
plants from the sales floor every day, as well.
As you cull the department, you’ll need to arrange
plants so their leaves are just touching. Displays
look nicer this way, and it’s easier for customers to
10
Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
Audio
make their selection.
127. Clerk checking cooler
128. CU of nice flowering plant
129. Smiling clerk showing customer care tag
130. Clerk talking w/customer holding temperaturesensitive plant
131. Previous sequence continues
Graphic title: (bottom)
“Heat Causes Plant Damage”
132. Smiling customer thanking clerk & leaving
counter area
133. Fade to black
134. 3 different shots of clerk working at floral
Check the cooler temperature twice a day and
record your findings.
Realize, too, that the same kind of potted plants
may sometimes perform differently, even though
you’ve given the same level of care.
Finally, always provide courteous service …
especially when your customer has made a
selection. This includes making sure the care tag
is in the pot …
… the customer is aware that they are buying a
temperature-sensitive plant, as well as letting
them know about possible damage from hot or
cold temperatures …
… AND to keep plants away from heat-generating
appliances and heating vents.
Proper adherence to these procedures will ensure
customer enjoyment of your products and foster
return visits.
MUSIC: (New Music)
display area
Graphic title animation “rains down” from top of
screen: “Proper Floral Care & Handling Review”
135. Clerk looking through order form papers
Graphic title: (bottom)
“Plan Orders Carefully”
136. ECU of watering plant
Graphic title: (bottom)
“Always Use Clean Water”
137. Clerk checking cooler thermometer
Graphic title: (bottom)
“Maintain Proper Temperature”
138. Clerk cleaning potted plant container
Graphic title: (bottom)
NARR: Of all the departments in a supermarket,
your floral department has one of the highest
potentials for delighting customers AND making a
profit. To help you reach that goal, let’s review the
keys to remember for proper floral care and
handling.
Plan and schedule your orders carefully to keep
the right amount of product on display at all times.
Always use clean water when working with any
floral product.
It is vital to plant health that you maintain proper
temperature; so check it twice a day. Delicate
flowers and plants thrive at the correct
temperature, but deteriorate more quickly in the
wrong conditions.
Keep the floral cooler, buckets, containers and
preparation area clean to minimize the growth of
damaging microbes and ethylene gas.
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Produce Marketing Association – “Floral Training Video”
May 31, 2002 (Version Seven) • Producer - Alchemy Pictures
Shot
Video
Audio
“Good Sanitation”
139. Clerk mixing flower food solution
Graphic title: (bottom)
“Correct Flower Food Solution”
140. Clerk cutting stems & placing into bucket
141. Clerk culling plant display
Graphic title: (bottom)
“Cull Your Department Daily”
142. Clerk giving information to customer
143. Several customers at floral display; clerk
helping customers at register
144. Customer admiring flowering plant
145. Office staff giving female retiree flowers
Quad screen of four images of customers
giving flowers to others (continues through next
scenes);
146. Young husband giving wife flowers
147. Child giving flowers to grandparent (in bed)
148. Flowers given to new mother
149. Dissolve to title graphic animation (full screen)
Graphic title: letters descend from top of
screen to spell out (bottom of screen) “Increase
Your Profits with Proper Floral Care &
Handling”
150. Graphic wipe at top of screen: PMA logo
151. Dissolve to scrolling credits below static PMA
logo
152. Fade to black
Prepare the flower food solution accurately in a
sanitized, non-metallic container using clean,
room temperature water.
Place flowers into the solution immediately after
the stems are cut.
Cull your department daily and remove wilted,
damaged or unsightly leaves, stems, flowers and
plants.
Also, help your customers understand how to
properly care for their new purchase so they can
enjoy their floral products for the longest possible
time.
In general, an attractive, well-kept floral
department that features beautiful flowers and
plants will impress customers … and keep them
coming back to buy from you time after time.
With proper care and handling, your profits will
increase …
… and so will your satisfaction as you help
customers celebrate special occasions …
… show love …
… give comfort …
… and express wishes of joy …
… all with lovely, high-quality floral products.
MUSIC: (fade up through end)
12