Editor's Blog 

CMFforwebpage1The monthly, weekly and, depending on what's happening in this mad, mad industry of ours, sometimes daily views of Caroline Marshall - Foster, Managing Editor of The Florist, the only independent trade magazine for the £1.8 billion retail flower industry in the UK.

Never known to hold back, she comments on what's happening, what's got her goat and even what's made her happy... yes it does happen!

Have something of your own to say? Want to vent your feelings? Got an idea you want to share? Then e-mail Replies go straight to her computer so anything you say is strictly between you and her... unless you want it made public!




An American florist started a thread on Facebook as to what had caused the demise/deterioration of florists.  Almost instantly the replies flooded in.  It was all because of the relays, the big box stores, the online order gatherers, Brexit, home workers, the weather, the price of flowers, cheap offers on other gift lines, lack of promotion … the list went on and on.

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The slightly disparaging comments by The Times on Sunday when referring to the fact that HMRC used bouquets of flowers to apologise did rankle; after all what's wrong with sending flowers! Nothing but it made for a good story. Thing is I know full well that in the next few weeks flowers ... and ergo florists ... will come in for a lot worse as journalists try to use VD and MD as a chance to have a pop at the sector.

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Tis the time of year when many a florist will bemoan the fact that supermarket daffs are cheaper than they can buy them at and how can they compete - usually followed by some bright spark who says skip the wholesaler, pop down to supermarket and buy theirs! Now I wasn't about to get involved in any public debate but it did prompt a series of thoughts so here goes...

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Now before I say anything please, please don’t take this as a personal criticism. I know there are some florists who make relay work for them but they tend to be bigger shops with better buying power and who have carefully structured their business so that discounted relay work doesn’t drag them down although even they admit it is hard.

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