Following intensive discussions, a group of like-minded professionals from different aspects of the sector agreed that the floral industry needed help to communicate and to break down barriers. The advent of supermarket pricing policy has caused major issues not only for florists but for growers too.
Floral Fundamentals aims to show practical, commercial ideas that will give florists a design edge over supermarket products. In turn, growers can ask for feedback about their flowers and plants. Florists will then be able to ensure that they use professional growers supplying excellent flowers. In certain cases, growers and sundry suppliers will ensure that these products will not be available via supermarkets or chain stores.