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The Florists' Review 



Ski-ikmukk 22, 11)21 



have l)r()iit;lit ••iImiuI tln' dcsii-.-iliility dl' 

 the NiitioiKil I'luwcr ( iinwrrs ' Assdcia 

 tioii. While we lia\c liccii so siicccss 

 fill ill the past, it is my ;4i-c,it rst ijcsirc 

 fliat we (•(iiitiiim- t(i woiU for still ^;ii;it 



• •r ;n'i(iMi]ilisliiiiiiit s. As an associ.it inn 

 of llowir <;rowiis lor t lir ^rcati'st tiowri 



• list rilmt iiiji c-ciiti'i' in the world, our 

 ojiport unity for iiiaiij;iir;it iiiti iin'jisiiris 

 calcMil.itril to lifttiT (iiir iirt'st'ut foini 

 of {^rowiii;; ainl iiiaiUct int; our llowiTs is 

 liiiiitfil only liy tiic aiiioiiiil of ro(i|p('ra 

 lion ;inil i'iiiiji\' wc wisli to iMnjiloy to 

 g:nn our object i\ e. 



(icilt It'ineii, ilo you I'ully n.ili/i- the 

 vjiliic of tlif sir\ici's tliis .•issoci.at ion c.-ni 

 rciKJor to tile iniiiv iilual iiicinlicrs .as well 

 as tlic imlustry ;it larj^c if you ;ir<' hut 

 willing; to ^ivc voiir wliolc-lifarti'd siiji 

 ])ort to tins iiioxciiH'iit .' Let iin' say tiiat 

 your othccrs, no nijittcr liow liaril tlicy 

 work, .arc iiowcrlcss to ;u'coiii(plisli mucli 

 witliout the coopfralion of the \\ liolr 

 incnihiTslii]! to tiie fullest extent [lossi- 

 tile. This has not lieeii lacking in the 

 past, for tlie .attendance at our ineetin^is 

 lias usn.ally ln'cn good, hut I think it 

 could hi' improved on if every ineinher 

 realized that he has in this association 

 .1 re.al .asset .aticl that lie needs this asso 

 ciatioii. The associ.at ion iiiust in turn 

 have your su|)|iort and counsel in its de 

 lil^erat ions. Keiiieinlier you will gain 

 nothing hy shifting hy yourstdf. No one 

 has ]iroveii hig enough to (oiitinui; sue 

 ■■essfully alone. This is ;in age for co 

 operation, and through coo]ier.at ion only 

 will we siK'ceed in hettering our ])osition 

 as an indust ry. 



For Larger Meetings. 



As your )iresidiiig otiicer. i appeal to 

 yoii for your own gooii lieneiit to niaki' 

 it your hnsiiii'ss to attend our meetings 

 regularly, liy so iloing you inspire .and 

 encourage your otiicers to greater etTort 

 .and 1 am sure you will find it time widl 

 invested. It is the inti'iition ot' the ofTi 

 cers to jiroviile at our meetings educa- 

 lion.al .and instructive topics. .Ml wt- 

 .i.sk is that the meinhers attend, so as to 

 take .advantage of what is offtTed. 



One of the acts that will he of lasting 

 • reclit to this .association is the helji we 

 gave in org.ini/.ing the .\llied Florists' 

 -Association of Illinois, that now so sue 

 cessfully carries on our advertising cam- 

 paign. Credit is also due to the iiidi- 

 xidii.al memlieis, .as w(dl as some lion 

 iiieiiihers, for their continiU'd loyal sii|> 

 port. The .Mlie.l Florists' .\ssociatioll 

 h,as done more to make the <'liic.agd 

 juihlic think of llowers th.iii any other 

 .agency employed. I must emphasi/e 

 tli.at growers slioiild contiiine to support 

 the advertising, no m.attei what the 

 other hr.amdies of the traile may in the 

 liitlire t led to do. Ad \ iMt isiiig is most 

 iieci'ss.ary. It is to ,a hiisiness what a 

 life line is to a ilrowning man. If he 

 t4r,as|is it .ami holds on to it lie will li\e 

 to enjoy life. We h.axc caught the line; 

 now let us hold on to it .■iiid We shall live 

 and enjoy |irospeiity. 



I sh.ill ri'commeiid lor the consider:! 

 lion of this assemhly the ad\isahility 

 ol working to .accomplish the following, 

 whiidi I think would m.ake for further 

 progri'ss in our husiiiess if carrieil out 

 lailhfiilly hy .all concerned. 



Statistical Bureau. 



We should li,a\i' .i sl.alistical hure.au. 

 Its purpose would he to g.ather data and 

 keep records of all greelilioiise crops nf 

 |dants .ancl flowers grown in and ahout 

 Chicago for the Chicago market. These 

 il.at.a would he disseminated to all nieiii 

 hers of this .associ.at ion .and idliers who 

 it may he deli'rmined should have access 

 to such records. I helieve such a hu- 

 re.au could accomplish much good in the 

 I'ollowing ways: Hy getting coiii]dete 

 d.ata ahout e.ach (lower grown, its gen 

 eral conilition throughout the season 

 ot' development, .and the jirospects as to 

 cro|)s that may he exjiecti'd at any 

 particular time. Then we could possi- 

 hly to some e.xtent eliminate the hit-or- 

 miss method now used in striking for a 

 good iii.arket. Such inforinat ion, if 

 acted on, could he used to diminish the 

 ahnornial gluts that occur at times; 

 .•(Iso to lessen the ahnornial scarcitv .at 



(dlier times, .\fter a year's coinjiilation 

 of siieli data, we should know exactly 

 how to arr.aiige our iilantiiig .and crop- 

 ])iiig for any cert.ain d.ate and to sonic 

 I'Xtent (dimin.ate overproduction. Think 

 how \aluahle such iiiformat ion would he 



if, for instance, we knew today wheth- 

 er there is planted .a half inillion more 

 or Just the s.aiiie .amount of mums this 

 y.-ar as last! If we could tidl with rea- 

 sonahle accur.acy a wi-ek ahead the pos 

 sihie si/e of sujiply of flowers for a holi- 

 day, it would hidp the wholesalers mate- 

 rially in making up th(dr price lists in 

 such .-I way that a maximuni jiriee could 

 he realized without leaving a large sur- 

 )diis, as sonietimes ha)(|)eiis. 



We should work for closer coilperation 

 with the wholesalers .and retailers, al- 

 ways having in mind the fourth party, 

 the piihlic, whose good will is ,a great 

 business .asset to this trade. We should 

 .it all times try to keep and cultivate the 

 f;i\orahle sent iiueiit of the inihlie. .No 

 business can .afford under present condi- 

 tions to allow .anything to occur that 

 would in .any way excite jiuhlic senti- 

 ment .against our produi'ts .•iiid methods. 



Monthly Exhibits. 



I sh.ill also recommend to this associa- 

 tion a propos.al to hold a series of 

 monthly exliihits of Howers .and i)lants 

 to compete for .awards. I'lants will he 

 exhibited seji.arat idy. I am urging this 

 feature because I ludieve that we should 

 let it he known throughout the terri- 

 tory served by the Chicago market that 

 Chicago is still the great Hower (u-nter 

 .and th;it here is a jdace where quantity 

 .and (juality stock can be obtained at all 

 limes. liy holding these exhibits, we 

 should be able to get considerabh; jiuh- 

 licity for the Chicago market, and T be- 

 lieve that we should do something in this 

 direction to hcdp Chicago whoh^salers in 

 their efforts to have the trade conie to 

 this market for supplies. Some of you 

 do not realize the great stimulus such 

 flower shows would have in ere.ating a 

 desire in e\eryoiie to produce the highest 

 i|uality stock ]iossible. The success of 



Home of San Francisco Co-operative Market as It Appeared on Opening Day. 



