The Gift Of Giving
Valentine’s Day ... ah, the powerful emotions it doth
evoke. Images of lovers holding hands, the exchange of flowers, velvet
boxes concealing sparkling jewels, and heart-shaped packages filled
with decadent chocolates. It’s also a day when the media relentlessly
bashes the floral industry for price gouging, mistreating workers in
Columbia and Ecuador, and polluting the environment with harmful
pesticides.
It’s a story I’m sure you’ve all heard before and with the help of the media, it’s a tale that the general public soaks up. The amount of coverage the average newscast or newspaper spends on reporting negative news stories is exorbitant – stories that involve murders, riots, natural disasters – all the bad things that happen in the world today. Human nature seems to be drawn to strife and turmoil, and you’ll be hard pressed to find anything positive in the news today.
When the media doesn’t have anything good to report, they’re easily swayed to search for negative news. The key to combat the harsh reputation given to the Canadian floral industry is to offer the media positive, worthwhile news. After all, Valentine’s Day is a celebration of love – what negative news could possibly be construed from the spirit of love?
One company trying to make a difference on Valentine’s Day is John G. Hofland Inc. in Mississauga, Ont. President Glenn Hofland agrees that the floral industry has suffered from bad PR in the past and they’re trying to combat this by starting a fundraiser, where all levels of the industry can contribute. The goal is to have proceeds from every box of roses sold on Valentine’s Day donated to World Vision. Although this event is planned to focus on the GTA for 2006, Hofland has hopes that it will become a yearly event across Canada. For more information on Hofland, visit www.hofland.com.
North West Wholesale Florists Ltd. in Burnaby, B.C. is also trying to raise awareness and support, but their program isn’t just for Valentine’s Day – it’s all year. North West uses a portion of the company’s profits to support children and their families in Third World countries. For more information on North West, visit www. www.nwwfweb.com.
According to the Canada Revenue Agency, there are over 75,000 registered charities in Canada. Canadians donate over $90 billion a year, if one puts a dollar figure on volunteer time. On average, that’s $239 per person. For many people, donating to their favourite charities is habitual. They may have a religious affinity, a passion for the arts, or a desire to help people who are less fortunate. Whatever their choice, the gift giving is a reward in itself.
So as a florist, what can you do to help? If you already donate to your local charities, then give yourself a pat of the back. Have you considered making it a team effort with your employees? While food drives are popular over the holidays, there is a need year round. Leave a box in the back room and encourage your staff to contribute. To help combat negative publicity, why not get your staff involved in fundraising events or join as a team for various walk-a-thons? If you don’t feel comfortable pressuring your customers to donate directly, there are other ways to create awareness.
Wear matching t-shirts with your shop’s logo and contact information, while participating in these events. Your customers will recognize your shop and the next time they’re buying flowers, they’ll come to your door. Showing the public that you care is the best publicity you could ask for.
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