The wholesale flower business has changed dramatically over the years. More and more florists want to buy direct and cut out the wholesaler because they feel it saves time and money. Before you decide if this is the route you want to take, let's consider a few points:
Wholesalers have a variety of customers - both large and small - so they can cater to florists who buy hundreds of boxes of product as well as designers who buy just a few bunches. When florists go direct to the farm, they don't have the buying power or leverage the wholesaler has.
Wholesalers are personally in touch with suppliers and know first hand market price fluctuations, quality and product availability. They are living the industry on the supply side, as they are sourcing growers and suppliers all over the world on a daily, sometimes hourly basis. They can find product that a shop may not, because they simply don't have the time or connections.
Wholesalers guarantee the product. If something arrives under par, any good wholesaler will credit you within reason - usually 24-48 hours. Wholesalers have key, long-term relationships with suppliers and have more leverage with the farms. If something goes wrong that the florist ordered direct, the supplier may not make good on the product.
Wholesalers have superior cold chain logistics, so flowers are kept at the optimum temperature from the farm to delivery. With shipping direct from the farm through ground carriers, flowers can sit in all kinds of temperature fluctuations as well as being held in major shipping hubs. This break in the cold chain causes flowers to die prematurely and compromises their quality.
Wholesalers deliver when there is a problem. If something doesn't arrive correctly, a wholesaler has the ability to find something else, or try to rebuy in time. The florist might not have that flexibility when buying direct.
Holidays require extraordinary buying power. Flower pricing and availability is a function of supply and demand. Wholesalers buy in large volume during holidays. A florist simply doesn't have the buying clout during a holiday when demand exceeds supply and prices increase.
In a blind, non-biased national survey of independent retail florists, conducted by the Wholesale Florist & Florist Supplier Association, wholesalers represent the best value for the money - and their value comes in many forms – satisfaction, reliability, accuracy, responsiveness, expertise and much more. Here are the top reasons florists buy from wholesalers:
Overall Satisfaction. Retail florists rated wholesale florists significantly higher in overall satisfaction than farm direct, importers, and wire service floral sources across all florist sales groups and regions of the U.S.
Reliability. Wholesalers perform best. They are dependable. They stand behind their promises. Wholesalers were voted the most reliable source of supply in a nationwide survey of retail florists.
Accuracy. Wholesale florists provide accurate order fulfillment and on-time delivery.
Responsiveness. Retail florists ranked wholesalers the highest out of all suppliers when it comes to responsiveness.
Expert Knowledge. Wholesalers have knowledge and expertise about the products they sell. Retailers voted them superior in product knowledge against all other cut flower sources.
Cut-Flower Quality. Wholesalers deliver high quality flowers. Most retail florists ranked the quality of flowers from wholesalers higher than farm direct, importers and wire service programs.
Relationship. Most retailers have a long-term business relationship with their wholesaler. When you call your wholesaler, they know who you are and what your special needs are.
Easy to Order. Retail florists ranked wholesalers, by far, the easiest source from which to order product.
Convenience. Wholesalers are located relatively near their retail customers. The wholesalers' method of delivery is convenient and lead time in ordering product can be short.
Selection. Wholesalers offer a wide assortment of cut flower varieties and basic everyday floral supplies.
Cost Effective. Wholesale florists provide cost-effective, store to door delivery in quantities that retailers need and can use without waste.
“The only place where success comes before work is in the dictionary."
Vidal Sassoon