A Tacoma, Wash., wholesaler is doing something that only a few years ago may have been akin to asking their customers to buy direct: they're taking their retail customers to a trade show to meet growers.

But Washington Floral Service Vice President Mark Berglund, who's bringing along some retail customers to next month's Proflora trade show in Colombia, isn't worried.

"The days of shielding a customer from a grower are gone," he says. "It would be possible that we could hurt ourselves doing this program, but I don't think so." Plus, given the realities of the channels of distribution, he adds, "my customers could go around me if they wanted to anyway."

Washington Floral Service's invitation — via e-mail, fliers and word-of-mouth marketing — to come on the 10-day trip was open to about 300 customers. Four businesses responded "yes," and there will be a total of 12 people altogether that will travel with the Washington Floral Service group including salespeople, other staff and spouses.

Berglund's goals for the trip are to build customer relations and get retailers' viewpoints on the fresh product, both of which, if attained, he says will likely outweigh the cost of the trip. "But ask me that [again] after the trip," he jokes.

--Cassandra P. Foster
cfoster@safnow.org

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