6 Principles of Floral Design To a certain extent, the positions available with growers depend on the size of the company. Some commercial growers have facilities in several locations or states. Their facilities for growing may be outdoors or within greenhouses. Other commercial growers are smaller, local businesses, in rural or urban areas, often growing seasonal crops. When production volume dictates, commercial growers employ sales representatives and production managers. Larger businesses may also need distributors—people who transport plants and fl owers to wholesale or retail fl orists. Farmer Florist Farmer fl orists are growers who use the materials they have grown to produce fl oral arrangements for individual retail customers. By doing this they add additional retail value to their crops. For example, a farmer fl orist may sell designed wedding fl owers, such as bouquets to carry, fl owers to wear, or ceremony arrangements, in addition to bundles of fl owers. While farmer fl orists use as much of their own products as possible, they may need to order supplemental materials from wholesalers. In their fl oral design work, farmer fl orists may use 70% of their materials and 30% from other sources. By using their own materials, farmer fl orists increase their profi t margins. Farmer fl orists must have fl oral design skills and strong business acumen, or the ability to make good judgements and quick decisions in business. Farmer fl orists must be able to meet the needs of customers and create desired designs using seasonal fl owers and plants they have on hand. Wholesale Florist Wholesale fl orists buy fl owers and plants from commercial growers and sell them to retail fl ower shops, Figure 1-3. Wholesalers buy cut fl owers in bulk from local growers and growers around the world. Because wholesale fl orists keep up with the latest varieties of fl owers available in the global market and offer that large assortment of cut fl owers and foliage to fl orists, they are an important resource. Wholesale fl orists supply all of the products necessary for fl oral design. In addition to perishable products, they sell nonperishable materials called hard goods. Hard goods include glassware, fl oral foams, wire, packaging products, and tools. Wholesale fl orists also sell seasonal products and materials that allow retail fl orists to meet customer demands at different times of the year. For example, in October and November, wholesalers may stock fall items such as ceramic planters in the shape of pumpkins. Retailers purchase these planters and create fall arrangements using the pumpkins as a focal point. Because of their role in supplying the necessary products for fl orists, wholesale fl orists are an essential part of the fl oriculture industry. Did You Know? The Association of Specialty Cut Flower Growers was formed in 1988 to educate, unite, and support commercial cut flower growers. It connects over 1000 members across the United States, and in Canada, the Netherlands, and Northern Ireland. parasolia/Shutterstock.com Figure 1-3. A wholesaler provides roses in hundreds of different colors. Buyers for retail fl ower shops go to wholesalers to purchase the fl owers they need for their clientele. Copyright Goodheart-Willcox Co., Inc.