Sbptember 9, 1920 



The Florists' Review 



FOREIGN SECTION 



C. ENGELMANN 



Member American Florists' Telegraph Delivery 



Association. 



Life Member S. A. F. 



Member American Carnation Society. 



Member New Yorlc Florists' Clnb. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist. Saffron 



Walden, Essex. ENGLAND. 



Cables: Engebnann. Saffronwalden(2 words only) 



Orders for the French Riviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation." Saint-Laurent-du- 



Var. near Nice, FRANCE. 



Cables: Carnation, Saint-Laurent-da- Var 



(2 words only) 



Liverpool, England 



DINGLEYS, Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERTMEN 



Manchester, England 



DINGLEYS, Ltd., Florists 



bOOTLAND ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's O nly Member F. T. D. 



for thinking that florists are a set of 

 profiteers? He has no idea why the 

 gladioli were so cheap on the street. 

 He does not know that the price asked 

 by the florists was in reality fair. So 

 every time he reads the slogan he is 

 reminded of his experience and rehearses 

 it to some friend as an example of flo- 

 rists' profiteering. 



Let us take another case. Consider 

 last winter, when prices were near the 

 breaking point. Take a man, for in- 

 stance, who, reading some magazine, sees 

 the national publicity committee's ad- 

 vertisement for Mothers' day. He 

 "Studies the picture, notes the sugges- 

 tion to "Say It with Flowers," and 

 determines this is the right thing to 

 'lo. He knows nothing of Mothers' 

 (lay except the fact that white carna 

 tions are associated with it. So he 

 naturally determines to say it with white 

 '•arnations. But when he goes to place 

 'lis order he comes to the conclusion 

 I hat it is not such a good thinar after 

 .■ill. ^ ^ 



These are just two cases. If space 

 permitted, I could go on indefinitely. 

 I^ut readers will say, "What is the use 

 "f telling us all tins? Wc know this 

 already? What is the remedy?" Well, 

 if you were sick, the first thing you 

 ^vould do would be to call in a physician. 

 His first thought would be to diagnose 

 your case; in other words, to find out 

 ^'le cause of your malady in order to 

 roniovo the cause. 



Cause and Remedy. 



After making a close study of the 

 'lower market during the last year, my 

 <onclusion is that the cause is mainly 



Rocks That Rock the Boat 



The very rock that you fasten your busi- 

 ness boat to, is the very rock that will 

 rock it if you are not mighty careful. 



You know, I am no pessimist, but when 

 I take up the papers, and see how prices 

 on so many things are being slashed, 1 

 kind of begin looking around into the cor- 

 ners of our business. 



You and I have seen many a business boat 

 rock, simply because the owner thought 

 it was anchored to so stronga rock, nothing 

 could affect it. 



Getting a business chest, it seems to me, 



is one thing. 



Getting chesty about your business is 



quite another. 



One means strength. 



The other weakness. 



That's what I mean by saying that a busi- 

 ness rock, sometimes rocks the boat of 

 business. 



It's why I take especial care of all F. T. D. 

 business from you. 



It's also why I take particular care in send- 

 ing my F. T. D. orders to particular florists. 



New York's 

 Favorite Flower Shop 



Ftfth Avenue at S8th Street 



the lack of organized cooperative ma- 

 chinery for the marketing of floral prod- 

 ucts to the best advantage of growers 

 and consumers. This is admittedly one 

 of the chief economic problems facing 

 the florist today. There is no solution 

 that will prove satisfactory which does 

 not take into partnership the millions 

 of consumers. They are the growers' 

 ultimate customers, and the closer the 



two can come together, the greater will 

 be the benefit to each. 



Now, this does not necessarily pre- 

 suppose the elimination of the whole- 

 saler, or middleman, but it will, instead, 

 serve to regulate him and protect the 

 grower against ruinous loss and the 

 consumer against imposition. There is 

 no more reason to scoff at this idea than 

 at many other changes in business 



