Fkiiui Aitv 3, 1021 



The Florists' Review 



29 



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s^ GROWERS AT CAPITAL <^ 



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GROWERS CHANGE PLAN. 



Reorganize for Publicity. 



'J'lic linH'li<jlit lit Washinfrfoii l;ist 

 week was on tlif Xatioiiiil i'Mowcr 

 Growers' As.sofiatioii, which made jilaiis, 

 fiillowiiif;' rccoiimiciiilat ions lirojioscd Ijy 

 tlif n;itional imhlicity connnittce ami 

 :ip|iro\ cil li.v tlic S. A. F. board of di- 

 rectors, that will, if carried out, hrinn' 

 ;i new era in florists' [luhlicity. There 

 is evidence that the ]ilaiis, if }(iven 

 su|iiiort by the trade in jr(.|i('ral, will be 

 carried out in the list of ofTicers elected 

 at Ihc first annual inecdin};, Icfrally 

 speakiiifi, of the association, January '27. 

 W. J. Keiniel, of J-llnihurst, III., Was 

 reidected jiresiilcMt . .lames \V. Ilea- 

 cock, of I'liiladcdphia, was (dected vice 

 ]ircsident. Secretary J. V. Ainniaun 

 and Treasurer Wallace ]{. i'icrson will 

 be confinned in their oflice.s by the 

 board of directors, it is Ixdieved.' The 

 directors, now seven in number, are: 

 Earl ir. Mann, Kichinond, Ind.; Josejih 

 Kohout, Libertyville, 111., ami K. Allan 

 I'(drce, Waltham, Mass., for three rears; 

 Carl HaKenburjjcr, West Mentor, O., 

 and Wallace .). I'ilcher, Ivirkwood, Mo., 

 for two years, and Thomas Roland, 

 Nahant, Mass., and J. S. Wilson, Des 

 M(dnes, I,n., for one ye.ar. 



President's Address. 



The bifj subject to come before the 

 meetinj,' was foreshadowed by i'rcsi- 

 dent Keiniid's remarks in hi.s official 

 addi-ess. ilo said: 



"The m;iin object of this organiza- 

 tion is to put our l)usinoss on an equal 

 plane with other up-to-date business 

 organiz.'itions and we can only acconi- 

 Jilish this through thnrnugli cooperation 

 and national advertising, keeping our 

 ju-oilnct cdiitiiiually in the inind of the 

 public. In the last three ye;irs, through 

 the ijublhdty camjiaign oi' the S. A. F., 

 mu(di has been ;!ccoin]ilished, and it is 

 the duty of the men on the producing 

 end to c;irry on this work and put it on 

 a s(did footing. 



"To do this it will be nccess.arv for 

 us to set aside a small part of our'earn- 

 nigs for this j.urpose. There is now a 

 I'liin .started in several cities by which 

 the grower is .assessed a small percent- 

 age (if his gross receipts and the retail 

 florist a j.ercentage .ui his jmrchases. 

 In most cases seventv-live jier cent of the 

 amount so collected is usr'd f„r locil 

 advertising f,,r the benelit of the re- 

 tail llorisi ;i,id twentv-five j.er cent for 

 national publicity for the benefit of all 

 bp to date I believe this assessment on 

 the retail florist affects onlv the local 

 I'eople in the city where such assess- 

 ment IS made, and as at least fifty per 

 '•'•'.t of the st.,ck usually sold through 

 the wh.desale houses of such cities is 

 sh.iiped out, it has been considered 

 e(piital)le to asse.ss the grower half the 

 amount of the retail florist. This is the 

 l'':i" "ew in effect in Milwaukee and 

 ' Incago and. T believe, expected to be 

 organized m some of the other large 

 ''ities of the country. Now I would 

 •■7""""*''"1 that this plan be started 

 wherever i.ossible through the local dis- 



tricts of the National I'lower (irowns" 

 Association ami the plan be so changed 

 that the ;issessinent be le\ ii'd on all 

 retail purcdiases, loc;il and sli ijiping. .-mcl 

 the grower be assesseil the same pel' 

 ceutage on his gross receipts, sesfiity 

 (i\-e ]ier cent of the amount s) collocteil 

 to be used locally for ad vcrtising and the 

 •other t\veiity-li\'e ]ier cent to be lurneil 

 over to the National I'lower (irowcrs" 

 Association, which will use it, in addi 

 tion to smdi funds ;is will be c:illertei| 

 from gi'owers not <-ont ribut iiig through 

 the i:ssessment plan and sums c(dlectei| 

 through other sources, in financing iia 

 tional publicity. If this plan is workecl 

 out there is no doubt tli.'il in a fe\v- ycar^ 

 the growers' association will be as 

 strong and do as much good for the 

 growers as the Florists' Telegra]ih I)e 

 livery Association is doing at |iresent 

 for the retail florists. 



" Siiidi a ])lan will naturally induce 

 the grower to pay more attention t-o his 

 accounts. This opens another li(d(,l for 

 this .association by ludping its members 

 in working up a uniform s\stem of 

 bookkee]iing, wher(diy a cost system can 

 be worked out to show if a business is 

 run at a pi'<itit or a loss and in this way 

 helj) to overcome unfair competition. 



' ' S| I'.-i kin;; ot' uiil'air competition, a 

 disiricl or^;i ni/at iiiii mmii to the na- 

 ticm.'il ol'liee ihe folliiwing coniiiiiinica- 



I ion : 



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James W. Heacock. 



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