For florists, reputation is everything — and nothing reinforces quality like flowers that last. Educating yourself and your team on proper care and handling isn’t just good practice; it’s key to ensuring customers enjoy the longest vase life possible and associate your shop with excellence.
“Proper flower care pays back every time,” says Jim Daly, of FloraLife, in the November/December issue of Floral Management. He and co-author Mark Allen, also of FloraLife, dismantle 10 stubborn myths about flower handling — from the belief that plain water is enough, to the habit of eyeballing flower food measurements — with lab-tested guidance that helps retailers reduce waste and delight customers.
Among the biggest misconceptions: misting petals to hydrate them (true hydration happens through the stem, not the bloom) and using warm re-cuts (cool water with properly mixed flower food actually promotes better hydration and performance). Even sea-freighted flowers, often dismissed as inferior, can perform just as well as air-shipped stems when handled correctly and offer a more sustainable choice, Daly and Allen write.
“Customers may not know why flowers last longer, but they notice when they do,” writes Allen.
Read “10 Myths That Hurt Vase Life,” in the November/December issue of Floral Management to learn how to debunk care myths, master correct flower food use, and adopt science-backed techniques that elevate both your fresh product and your brand.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
