|
|
New Energy for the Retail Sector
A breath of fresh air has blown into Flowers Canada
Retail (FCR) with the latest national convention. The 2007 board
members are excited about the possibilities and challenges that lie
ahead for the organization.
 Incoming president Susan Clarke of Smithers Oasis says that she wouldn’t have taken the job if she didn’t believe there was a future for the organization, and that florists needed it. She is very excited about the current board slate both because of their commitment and energy, and because they include industry heavy hitters.
For the first time since the 1990s FCR is truly representative of the whole country. Quebec representative Lou Lavenia, of Fleuriste Rosette, brings the belle province back to the organization. This is a major endorsement for the organization. In the late 1990s Quebec florists had united to form Association de la Fleuristerie du Quebec (AFQ), an independent association to battle unfair tax laws in Quebec. With Lavenia at the helm, the 400-member association was able to lobby the Quebec legislature to rescind a retroactive tax on wire service orders saving fourteen florists from heavy back taxes and possible extinction.
The decision to split their provincial chapter into retail and grower services by the board of directors of Flowers Canada (Ontario) Inc., in 2006, was also a strong endorsement for one retail voice across the nation. Current Ontario board member Leo Kleiss of Bern’s Flowers sees the joining of the two groups as a positive value enhanced relationship, and hopes that the apprenticeship initiative currently underway in Ontario will become the standard which all regions will adopt.
FCR already had strong support to build from in the British Columbia, Alberta, Manitoba and Atlantic regions. The first action of the new board is to “Lay the ground work and be sure that the right processes are in place,” says president Clarke. There will be a complete program review to determine whether existing programs are feasible or necessary. She sees membership value being created not just by the programs offered but the opportunity to network with other florists. “Independent florists operate as islands in remote places and they need to talk to each other.”
10 MYTHS OF
ASSOCIATION MEMBERSHIP
Myth # 1: “It takes too much time.” Leaders in many industries say that if you spend 5 per cent of your work time engaged in professional development, you’ll be well on the way toward long-term success. For most people, 5 per cent means 100 to 125 hours a year. But in the end, you decide how much time you want to commit, whether it’s two hours a year or fifty.
Myth # 2: “Membership costs too much.” Many florists will tell you that they can’t afford the membership fees ($250) but can they afford to not act at all. As Charles Kremp III says on page 17, they can “ride things out as they go out of business or make a positive effort to make things better.”
More importantly, just one good idea gleaned from your membership can be worth thousands – or tens of thousands – of dollars.
Myth # 3: “I already know the people in my industry.” Sure you do. But you don’t know everyone. And you don’t know the people who will join next week. And you don’t have exposure to the ideas, knowledge and enthusiasm these newcomers bring to the table.
Myth # 4: “I’m just one person. I don’t really make a difference.” Are you kidding? All it takes is one person to set your association on an aggressive new course of legislative advocacy. All it takes is one person to organize a committee dealing with new industry standards. All it takes is one person to energize an assoc-iation group with new ideas and
enthusiasm.
Myth # 5: “I’ve already learned what I need to know in my profession.” Even if you have full command of the knowledge in your field, in this day and age it changes constantly. And just as important, if you’re brimming over with knowledge, it’s even more important that you share what you know with your peers
Myth # 6: “Association issues don’t concern me.” Just about everything your association does concerns you in some way. The tax dispute raging in another community today might affect you tomorrow. The new technology being developed in another part of the nation might help you preserve jobs and profit five years from now. Or the sales trends in a nearby community might well be on their way toward you.
Myth # 7: “Members have to attend too many meetings.” Sure, associations schedule many meetings – an annual convention, committee meetings, regional conferences, special events. But ultimately, you decide what you’re going to attend – and how deeply you’ll participate.
Myth # 8: “The association just helps my competition.” Long ago, even back in the time of the medieval guilds, competitors recognized that they had common interests. These included certification, product standards, industry-wide promotion, training and education, legislative advocacy, and more. Only by working together could individuals pursue those interests and aggressively ensure the health and future of their industries.
Myth # 9: “The association’s not really interested in me.” Most associations are first and foremost membership organizations. You select the officers and board members. On your behalf, they set the industry agenda, select the staff that serves you, and establishes the programs that help you become better at what you do.
Myth # 10: “It’s just all too tiring.” Trade and professional associations are one of the greatest energy builders of our age. Just sit in a lively association seminar or committee meeting for an hour. You’ll feel the air thick with energy, excitement and ideas.
|
When pressed for her objectives for her term as president Clarke cited branding FCR as her number one priority. The organization has had strong regional boards in some locations across the country and it is important that they are working towards the same vision says Clarke.
In Clarke’s mind and those of other board members, the number one issue facing retail florists is loss of margin due to order gatherers such as 1.800 Flowers and the internet. To combat these concerns a government affairs committee has been put in place to promote increased floral consumption. Committee member Lou Lavenia stresses that increased floral consumption with the profits remaining in this country is the only way to sustain a viable floral industry. He notes that U.S. florists have started a Floral Marketing Funding Initiative Coalition (see story on page 38), which the government affairs committee will monitor closely.
The committee members are considering ways to approach the government for support for retail florists. According to Lavenia big business interests in the U.S. are the only ones making money from floral purchases in Canada. Federal and provincial taxes that must be paid by the receiving florist on orders that come from the U.S. leave local florists filling orders with less margin. “They’re picking our bones,” says the outspoken champion, referring to the two levels of government.
For a complete slate of board and committee members please refer to the accompanying tables.
The Government Affairs
Committee members are:
Lou Lavenia (Chair)
Rosette Fleuriste
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Susan Clarke
Smithers Oasis
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Bob Newton
Teleflora Canada
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Frank Stornelli
FTD
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Jeff Waters
Waterdale
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Egilio Paris
Ital Florist
E-mail:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Jim Jordan
Franklin Consulting
& Training
Email:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Richard McConomy
McConomy, Narvey &
Green Attorneys
Email:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
John Parks
Lancaster Florists
Email:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
Rita Truba
Decorative Plants
Email:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
|
|
|
