Flowers make people happy, and that’s one reason Dave Delbo enjoys growing and selling fresh flowers throughout summer, relying on the relationships he’s established in his local community and with florists.
Delbo is owner and grower at Dave’s Flowers in Elysburg, PA. The primary outlet for the cut flowers he grows on four acres is 40 florists. Delbo recently shared what he’s learned about selling to florists at the Crop Growing Expo in Manheim, PA.
“Selling to florists provides a reliable stream of income during the growing season,” he said. “From June through November, I have good cash flow and am almost guaranteed sales every week.”
There are some negative aspects of selling directly to florists, including a decline in florists and the need to deliver to each one. “Most established florists have preferred suppliers so it might be tough to get in with what you have,” said Delbo. “Flowers must be top quality, there’s more competition now and payment may not always be upon delivery.”
Unless the grower has a hoop or greenhouse, it’s difficult to have timely fresh cut flowers for the top flower-selling holidays: Valentine’s Day, Mother’s Day and Christmas.
But Delbo remains enthusiastic about growers’ opportunities and encourages them to consider selling to florists. When he began selling cut flowers to florists in the late 1980s, before the internet, his best sales option was cold calls. “I had to go out in person and convince florists to buy,” he said. “I stopped in at flower shops and invited them to look at what I had in my truck.”
With that approach, the florist almost always become a customer. Despite having easy internet access today, Delbo still sells this way. Florists can see what they’re purchasing immediately rather than looking online and viewing photos that may not represent what they will receive.
Delbo doesn’t call or email potential customers ahead of time because it’s too easy for them to say no. “They have no idea what your flowers look like,” he said, “and you don’t really have an idea of whether it’ll be a good growing season. I like to go to a flower shop with a large variety of high-quality flowers. I still ask to speak with the manager or owner, introduce myself as a local flower grower, tell them I have a good selection of specialty cut flowers on the truck and ask them to come out and look.”
He has had only one florist decline that offer, and all but two have become full-time customers.
“When you decide to visit a retail florist, be sure to have a large supply to make an impact,” said Delbo. “When I’m approaching a new florist, I always approach them at peak season when my truck is filled to capacity and I have 10 to 12 varieties in many colors.”
Dave Delbo (left) spoke at the Crop Growing Expo, where he described what florists want from fresh flower growers. Photo by Sally Colby
He suggested growers have other sales outlets before approaching florists. He also recommended new growers be well-versed in post-harvest handling, be familiar with what florists want and can ensure a top-quality product.
“Most florists want flowers that are ‘tight,’” said Delbo. “Once you build a relationship with a florist, you can usually sell them flowers that are more open and ready to sell so when you deliver in the morning, they can use the flowers that afternoon and send them out the same day. Learn what stage the florist prefers.”
Delbo described two types of florists. One is the traditional brick-and-mortar shop, usually associated with an order gatherer such as FTD. Most of these florists will use anything someone grows. However, they may not be familiar with readily available local flowers such as plume celosia, so offer such items for them to try. The other type are florists who specialize in weddings and larger events who usually want more specific flowers and colors.
It’s important to become familiar with how various flowers are offered. “Some items are sold as single stems, and some, like large sunflowers, are sold in five-stem bunches,” said Delbo. “Smaller flowers and small sunflowers are sold in 10-stem bunches. Others, including fillers, are sold as a ‘grower’s bunch’ which is basically a handful of flowers.”
Before approaching retail florists, growers should know what price they’ll ask to make a profit rather than walking into a florist shop with a bucket of sunflowers and waiting for the florist to ask how much they are. “The grower might ask ‘What are they worth to you?’ but that doesn’t work for anyone,” said Delbo. “The florist will undercut you – they might claim they’re getting sunflowers for 40 or 50 cents a stem when most sunflowers are selling for $1 a stem.”
Delbo suggested initially approaching florists early in the week. “Most florists order on Monday or Tuesday for the upcoming week, then hold the flowers until the weekend,” he said. “I sell four days each week – Monday through Thursday. Most florists are busiest on Fridays.”
Once a florist is willing to purchase, keep them buying. “The most important thing is to be reliable,” said Delbo. “Show up every week on the same day at approximately the same time. I follow the same route each week, so florists know when I’ll be at their shop. Don’t promise flowers you can’t deliver. Florists who do wedding flowers will want to know exactly what you can provide on specific dates. Be sure you know what will bloom and when, or don’t promise it.”
Summer is the slowest time of year for florists other than January (and sometimes March), but most growers will have flowers from June through September. Delbo reminded growers to understand that summer is slow and to avoid being pushy with sales. However, he’s had florists purchase flowers during slow times simply because he stopped in and invited them to see what was in his truck.
Growers should be aware of any tax forms required where selling to florists. Delbo said it’s important to be flexible with receiving payment. Some florists pay each time he visits their shop; others pay weekly or monthly. Sales are boosted if growers accept credit card payment upon delivery.
In addition to offering interesting selections of fresh flowers, it’s important for growers to be reliable and fair. “If you get a complaint, make it right,” said Delbo. “Underpromise and overdeliver.”
by Sally Colby
