As threats of more flooding persist in the Midwest, so do efforts by those within the floral industry to reach out to those affected. Donations both floral and financial began almost as soon as the waters began exceeding their limits. Floral industry businesses are lending equipment, space and hands to customers, competitors and coworkers. Inspired by the members' natural response to help out, SAF created an online resource exchange page to streamline communication between those who need assistance and those eager to offer it.

Here's a glimpse of efforts, both at the personal and corporate level, to pitch in:

• FTD is in the beginning stages of putting together a donation drive to helps its members in the flood-ravaged areas.

"It's hard as a business owner, especially as a small business owner, to be affected by unforeseen weather conditions," says Lisa Witek, FTD spokesperson. "Our response as FTD is to do what we can to help our member florist get back to business as soon as they can."

The first step is gathering information from salespeople in the flooded areas to assess the situation and get a better understanding of what's needed. Next FTD plans to create an online donation page on its Web site.

The effort echoes FTD's response to Hurricane Katrina when it asked members to help affected florists by making donations on their FTD clearinghouse statement, which FTD matched up to $25,000.

• Teleflora is looking into the matter and will be doing something for their florists in the coming weeks. 

• Rene van Rems, AIFD, AAF, was scheduled to present a design program for a seven-state garden club regional meeting in Cedar Rapids, Iowa, in late June. Although the event was cancelled on June 20 because of the flooding, FedEx had delivered 43 boxes to local floral designer and volunteer Lori Priest of Occasions Floral Art Studio the day before. The team of volunteers, who'd already designed many arrangements, took those once meeting-bound flowers and bouquets from Passion Roses and Dos Gringos to local hospitals.

• After witnessing the power of Mother Nature during a series of hurricanes a few years ago, FernTrust, Inc. in Seville, Fla., acted quickly to help retail florists shaken by her latest show of strength.

Partnering with wholesaler Bill Doran Company's Waterloo, Iowa division, FernTrust is initially providing $2,500 worth of leatherleaf fern to at least 30 retailers. Bill Doran Company is picking up the freight costs and distributing the product free to its retail customers.

"This is an easy thing for us to do," says Jana Register, director of sales and marketing at FernTrust, a cooperative of central Florida growers that supplies cut foliage to wholesalers. Although greens can become so commonplace that "they're taken for granted," Register says, this kind of calamity makes you realize "there's nothing that easy."

FernTrust knows just how difficult after-disaster life can be: Three hurricanes hit Florida about three years ago, causing tremendous damage statewide and disruption to business. "We were out of power here at the business and all of us went days without power at home," she says. "We realized you can't take anything for granted, everyday is a blessing."

FernTrust says the offer for free product is good for several weeks until the Iowa florists get their businesses back in operation.  "We wanted to give them some normalcy and ... something easy in their life," Register says.

--Kori Kamradt and Amanda Long
kkamradt@safnow.org, along@safnow.org

 

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