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From the Publisher: The Big Green Machine |
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Written by Sue Fredericks
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Five years ago, “green” was the colour of money and the name of an obscure political party that popped up in every major election campaign. Fast forward to 2008 and the word “green” has become the most frequently used word in marketing, and the obscure political party is actually garnering votes in the double-digit percentiles in recent byelections.
This new era of carbon credits and carbon taxes (see definitions below) offers a rare opportunity for florists to recapture a piece of the market that has been relinquished to supermarkets and box stores. Air quality specialists are re-emphasizing the role of green plants in cleaning the toxic indoor air Canadians breathe, while maintaining humidity and air temperature. Placing plants in our homes and workspaces not only gives us a feeling of calm and well-being, but it reduces our dependency on humidifiers and air conditioning.
While the plants needed to clean the air around us don’t have to be any more exotic than a Boston fern, or English ivy, their care and placement require the expertise that independent retail florists excel at. Our friends in the garden centre industry can also service this niche, but a large percentage of them are seasonal businesses.
The beauty of the green plant sale is that it can be geared to different price points, much like any floral design. A six-inch pot, placed in a unique container and priced under the $20 (depending on your demographics) makes a great desk enhancement for administration week. The same plant in a larger size with a different container fits the bill for Mother’s or Father’s Day, with a price tag of $45 - $65. Or, even better, take three sizes of the plant, in co-ordinating containers and sell the series for $100 plus.
The best way to capture some of this market is to invest in one or two large, unique specimens. These conversation pieces can form the backdrop for your green plant display, and of course they are also available for sale. As your knowledge and sales expand, so should your selection. There are some really cool plants out there. The Interior Design Show in Toronto was featuring bonsai plants in unique sculptural containers. If the design community is featuring plants, the floral community needs to stay in step.
A “green” product that sells well to your retail, corporate and design customers while making you some green cash, is definitely good for your environment.
Carbon Credit (or Offset) – Carbon credits or offsets are steps taken to mitigate or offset greenhouse emissions caused by industry or individual lifestyles. The simplest example would be paying to have trees planted in the rainforest, to offset the emissions from airplane travel.
Carbon Taxes – A carbon tax is a tax on emissions of carbon dioxide and other greenhouse gases. It is an example of a pollution tax. The province of British Columbia announced North America’s first carbon tax on virtually all fossil fuels, in the provincial budget.
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