HOLLAND FLOREX PRODUCTS 
Page 3 
WE HAVE OBSERVED THIS WITH INTEREST 
If the Public will buy unreliable Plant Material, often dead, what will be the 
ultimate success with Plant Material which is reliable and will live? We have, there- 
foi’e, used our experience in developing a New and Better way of Merchandising which 
will give those flower lovers just what they want and cause them to come back from 
year to year with more enthusiasm for a beautiful garden and more confldence in those 
stores that can render such a remarkable service? 
THE POWER OF COMBINED CONCENTRATION 
Nine wide-awake members of the Weller family are backing up Holland Florex 
Products, each with a life-long experience in the nursery business, making a grand 
total of 220 years of experience. Is it, therefore, any wonder that we have accom¬ 
plished remarkable things and are able to give you and the public something which 
cannot be had elsewhere? 
SCIENTIFIC ACHIEVEMENTS IN HOLLAND FLOREX PRODUCTS 
In the scientific development of Holland Florex Products, two important factors 
have been studied, namely: Efficient Merchandising and the Preservation of Plant Life 
during Merchandising Process. 
The Merchandising Process has been well taken care of as Exhibit A and B 
will show. It is most attractive, economical and efficient, and without a doubt the most 
Wonderful Display for Plants ever shown anywhere. While it has been difficult to 
achieve this, it is now a proven success. 
The Preservation of Plant Life in transit has required years of experience and 
a good deal of money for experiments. However, we have been very fortunate in 
our results. Our Perennial Plants and Rock Plants have stood the highest tests. They 
have lived, grown and sometimes even have flowered in their original wraps, for over 
50 days, without a drop of water, and they were still in good condition to transplant. 
By chemical applications, all chances for diseases, rot or mould have been eliminated. 
The Plants grow while in the Store and improve in bright and healthy appearance 
from day to day. All other Holland Florex Products are put up similarly, to preserve 
Plant Life and protect the Plants or Roots from drying out. 
WE DISCOURAGE LARGE CONTRACT ORDERS 
We positively discourage the placing of large orders for Plant and Bulb Material 
to be shipped at one time as has been practiced by the trade. It is risky and serves 
no purpose except for the nurseryman to unload and a surplus for the store manager 
to contend with. Surpluses of Nursery Stock never remain long in prime condition, 
and the results of such sales can only be ruinous to the Nursery Trade. 
OUR STORE SERVICE IS THE ONLY SAFE AND SANE WAY 
Our Merchandising service is efficient, logical and most economical. We advise 
our store managers not to over-order and guide them in the selection of a variety to 
suite the size of their store and locality, and in keeping close check on the sales each 
day they can re-order from day to day such varieties as sell most readily, thus keeping 
stocked for the greatest demand. In this way fresh stock is on display all the time and 
the chances of a big surplus at any time are small. In this way you are positive of 
making a profit. 
SATISFACTION OUR GREATEST REWARD 
During the last spring we have served about 125 stores, 32 of which wrote us 
a personal letter at the end of the season expressing their satisfaction with our serv¬ 
ice. Last fall the number of stores increased to 213. We shall be glad to refer you 
to any of these for information if you ask for it. One writes: “If all our customers’ 
plants do as nicely as mine (some are blooming now), I believe the repeat business 
next spring will double and triple this, our first year’s sales. ...” And we have 
many similar and perhaps stronger expressions, which have given us much encourage¬ 
ment and satisfaction. 
We will endeavor to serve you with the same efficiency and for your profit. 
Cordially yours, 
WELLER NURSERIES CO., INC. 
HOLLAND, MICHIGAN. 
