Something is pleasantly missing from www.proflowers.com — the word "florist."

The grower-direct Internet flower provider has a history of making disparaging references to florists in its marketing campaigns. For example, for Valentine's Day 2001, Proflowers advertised, "You'll get twice the freshness at about half the price of a florist." And, in a Valentine's Day 2005 Proflowers.com press release quoting the company's president and COO Abe Wynperle: "When considering a Valentine's Day gift, consumers should be aware that national wire services and local florists use an outdated business model that often results in the delivery of flowers that are less fresh, more expensive and unpredictable."

SAF has contacted Proflowers.com many times over the years about its tactics and requested that the company eliminate the references to florists and promote products and services on their own merits. SAF last contacted the company during Valentine's Day 2007, because of its slogan, "Love comes fresh from a field. Like comes from a florist's cooler."

Currently, that motto is abbreviated on www.proflowers.com's home page, "Send Love. Not like." The entire Web site has a new look, and it appears that the word "florist" has been omitted from its Web pages.

While this is certainly a good step, SAF will continue to monitor Proflowers.com's promotions.

SAF is the industry's voice in instances of harmful publicity. If you spot a negative floral statement, e-mail jstromann@safnow.org or fax (703) 836-8705.

--Jenny Stromann
jstromann@safnow.org

 

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