January 11, 1913 



HORTICULTURE 



01 



Less Ice With Better Results 



The McCray System of Refrigeration, which insures a per- 

 fect circulation of cool, dry air, will not only reduce your ice 

 bills, but will keep your stock in the best condition— fresh, 

 fragrant and attractive. 



McCray Refrigerators 



Are made so as to display your flowers to the best advantage. 

 They can be lined with white enamel, opal glass, tile, mirrors 

 or marble to suit your convenience. Write for our beautiful 

 Free Catalog No. 73, which shows refrigerators for florists, 

 both stock and built-to-order, in all sizes and styles. 



McCray Refrigerator Co. 



553 LAKE STREET 



KENDALLVILLE, IND. 



THE FLORISTS' TELEGRAPH 

 DELIVERY. 



The following letter, which is being 

 spread broadcast by that live wire, 

 Albert Pochelon, speaks for itself. 



Why can we not add your name on our 

 membership list? Just give the Florist 

 Telegraph Delivery one moment of your 

 time. It certainly must appeal to every 

 lire Retail Florist as the best thing of its 

 kind ever offered. Every one of the mem- 

 bers will tell you that the Telegraph busi- 

 ness of their firm has Increased since they 

 Joined the P. T. D. 



I know it from my own experience and 

 can assure you that the more we retailers 

 combine ourselves the more results we 

 will get. I can safely say to you now, 

 that we florists are not getting as yet 10 

 per cent of the telegraph cable or mail 

 order business which we will have in a 

 few years, but no one is to blame but our- 

 selves. Do we try to educate the public 

 to this to any great extent or not? 



There you have the grente'it chance with 

 the Florists' Telegraph Delivery to con- 

 nect yourself link by link with every live 

 florist's establishment of the country and 

 be assured of getting good service and 

 sure pay because there is every member's 

 guarantee in back of him and his doings. 

 Look at the publicity and advertisement 

 you will get for the small annual dues 

 we are charging. Of course we know some 

 people will criticise the guarantee fund 

 question, some the annual dues; some say. 

 "What do we want to belong to the So- 

 ciety of American Florists for? They 

 don't do anything for the retailers." 

 Have the retailers tried to have the S. A. 

 F. do anything for them or not? The 

 field for outgoing and incoming business 

 Is so large that even the smallest town 

 will get its share of it. 



The amount you pay into the guarantee 

 fund is returned to vou if you wish to 

 withdraw from the F. T. D. The only 

 eipense you really have is your annual 

 dues, which is only $2 or .$.5. according 

 to the population of your town. If you 

 can get as much good clean advertising 

 as this is for the same amount of money 

 as you pay annually I would like to know. 

 You have your name on our list In all the 

 trades papers aside from all our mem- 

 bership lists which are constantly sent out 

 by all of our members, almost with every 

 order they send out to retailers who are 

 not yet members. The man in a small 

 town has got as good a show as the man 

 in a larger town, in proportion. We want 

 a representative in every town, no matter 

 how small because the day will come 

 when we might be very glad to know that 

 all we have to do is to look up our list 

 and tell our customer that we can deliver 

 this or that order inside of a few hours. 

 Our customer will not only appreciate 

 this but he will respect us for our up-to- 

 date ways and means of d'^ing business. 

 The argument that the fellows in New 

 York get it all, is ridiculous. What Is the 

 matter with your town? Is there no one 

 that has friends in other towns who wish 

 to send flowers on some occasion or 

 other? I tell you right now it Is np to 

 ns florists to let our customers tnow 

 what we can do and keep It In front of 

 their eyes so they may see for them- 



selves that the florist business today Is 

 run on just such mercantile lines as every 

 other business is. The more retail florists 

 take up this proposition the more we all 

 gain by It even if there are several In 

 one and the same city. Remember the 

 time will come when you say to yourself, 

 "Why didn't I join long ago? It would 

 have helped me a great deal and also 

 helped perhaps a whole lot of others, be- 

 sides having done a lot of good for our 

 florist trade In general." 



Enclosed you will find a card, and If 

 you will fill it out and mail with check 

 to me I will attend to the rest and see 

 that your name is added to our list at 

 once and each one of our members noti- 

 fied of your membership. If you are not 

 a member of the S. A, F. it will be neces- 

 sary for you to mail a separate check of 

 $.5.00. which I will send to the secretary 

 of the S. A. F. at once, who will notify 

 you of your membership. I hope you will 

 find enough time to give tliis the due con- 

 sideration and let me hear from you. 

 Very truly yours. 



ALBERT POCHELON, 

 Sec'y F. T. D. 



MONTREAL'S CHRISTMAS EX- 

 PERIENCE. 



All through the early part of Decem- 

 ber and right up to Christmas cut flow- 

 ers, and especially carnations, were 

 very difficult to procure in Montreal. 

 Shippers and growers, in answer to our 

 urgent inquiries for carnations, said 

 that it was impossible to supply them 

 as crops were off. On the question 

 being put regarding cut for Christ- 

 mas we were informed condi- 

 tions would be the same until late in 

 January, As storemen there was noth- 

 ing for us to do but recommend low 

 plant arrangements for the Christmas 

 dinner table, which we did with great 

 success. Of course, we told our ship- 

 pers to send us all carnations possible 

 under above conditions. In Montreal 

 we were charged 15 cents for red split 

 and mended carnations — Boston prices 

 were 10 cents for pink and white and 

 12y, cents for red. Now, at the last 

 minute, carnations were shipped in 

 quantity, a great part of which should 

 have been sold two weeks before. The 

 packages kept coming in during the 

 rush and when It was all over we had 

 quantities of carnations unsold. We 

 note that in Boston prices were "good" 

 until the shipping orders were filled. 

 That's true; the man out of town was 

 soaked good. Next year we will spe- 

 cialize on small basket arrangements 

 for table decoration and leave cut 

 flowers alone as much as possible. 



W. C. HALL. 



WASHINGTON NOTES. 



George C. Shaffer, on Monday last^ 

 took formal possession of his new 

 store at 900 14th street, N. W. The 

 new establishment is bright and pros- 

 perous looking. The walls are tinted 

 cream color, the ceiling is covered with 

 white art metal and the flooring is of 

 mosaic. The 14th and I street sides are 

 entirely of glass which give both light 

 and air. At the rear of the store Is a 

 mirror stretching clear across. Above 

 this is a mezzanine floor for storage 

 purposes and back of the mirrored 

 space is a small workroom. The base- 

 ment will also be occupied by Mr. Shaf- 

 fer as a storeroom. 



George Cooke was the recipient of a 

 wireless order from the officers of the 

 English warship "Natal" last week 

 which requested that he prepare and 

 ship to New York a suitable floral of- 

 fering in their behalf to be placed on 

 the casket of the late Whitelaw Reid. 

 The order came to Mr. Cooke through 

 the Ambassador from Great Britain. 

 The floral piece was in the shape of an 

 anchor of white carnations on a bed of 

 white roses with black streamers and 

 the British flag further decorating the 

 piece. A. F. Faulkner, of New York, 

 a former Washingtonian, made the de- 

 livery on board the "Natal." 



Visitor.— A. F. Faulkner, New York. 



EVER READY 

 POTGOVER 



The modern way of 

 artistically decorat- 

 ing unsightly clay 

 flower pots. Makes 

 plants sell better as 

 they are artistic 

 and attractive. In- 

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 and instantly ap- 

 Made In tour colors and many 

 Sample will be sent on receipt 



plied 

 sizes. 

 of 10c. 



Ever Ready Flower Pot Cover Co. 



146 HUGHES AVE., BUFFALO, N. Y. 



ROBERT J. DYSART 



PUBLIC ACCOUNTANT AJJD .\UDITOR 

 Simple methods of correct accounting 

 especially adapted for florists' use. 



BOOK.S BALANCED AND ADJUSTED 

 Merchants Bank Bnildlnir 



40 STATE ST. BOSTON 



Telephan*. Main R 



