Viewpoint BY MARVIN N. MILLER, PH.D., AAF


ON DRIVING CHANGE IN POLICY Traditionally,


THE FLORAL BUSINESS AUTHORITY MARCH/APRIL 2025 | VOLUME 42 | NUMBER 1


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FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS PUBLISHED BIMONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR NON-MEMBERS ARE AVAILABLE FOR $59 PER YEAR. SINGLE COPIES: $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN PERMISSION.


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OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.


> In most floricultural businesses, there is almost an obsession with knowing what’s new. It has been said that grow- ers ask their distributor sales reps, “What’s new?” more often than all other questions combined. Retailers do the same with their wholesale suppliers. And everyone, including astute consum- ers, are always keen to know what is trending. Indeed, knowing “new” seems to drive our industry. New allows you to differentiate your offerings, keep it fresh, and gain the chance to attract new customers and/or to try new suppliers. New ears and open minds also allow you to win new business, convince potential customers that you should be their sup- plier of choice, and leverage opportuni- ties to grow your business. Similarly, new is a constant driver on


Capitol Hill. All House and one-third of the Senate seats are open for the elec- torate either to maintain the status quo or to try something new every two years. As if the roster changes in the Congress aren’t enough, every four years we also can send a new administration to the White House. This year, the contrast between the new and the old administra- tions — for better or for worse — might be considered extreme. Such changes obviously affect the climate on the Hill. Unlike in many other countries, in


the U.S. democracy we can visit our lawmakers and their staffs in person at their offices to share our opinions. And while we can email or call, there is a certain excitement on the Hill when all segments of the floral industry show up together for the Society of American Florists’ Congressional Action Days. We meet lawmakers and their staffs face to face to share our collective opinions on any number of issues critical to the success of our businesses. Personally, I relish this opportunity


to meet with our lawmakers. Sharing our views, whether with new or veteran lawmakers, affords the chance to sway their thinking as they acclimate to the new political environment because of changes from a new administration, new colleagues, or the constantly changing views of the electorate.


2 FLORAL MANAGEMENT | March/April 2025 | WWW.SAFNOW.ORG


we think of the marketing mix variables (the traditional “Four P’s of Marketing”) as products, price, place and promotion. Every so often I read an article by a marketing professor who suggests this or that is so important it should be a 5th “P” of marketing; one such article discusses politics. Whereas in the classic “Four P’s,” this would fall under promotion, this article suggests that politicians at the federal, state and local levels will impact your business, so it behooves the forward-thinking business professional to reach out to their elected officials so that you know them, and they know you. During the pandemic, such contacts were critical to keep our industry’s doors open. Those relationships have also helped the indus- try get needed research funding through the USDA; get the GSP (Generalized System of Preferences) status rein- stated for the cut flowers our industry imports from Ecuador; and make the case on several tax issues. And while the industry has pushed nonstop for 40 years about the need for comprehensive immigration reform, the consistency has helped pressure the Departments of Labor and Agriculture to expand the guest worker programs for both the pro- duction and the service components of the industry. All of those “wins” are evidence that


SAF’s Congressional Action Days have indeed made a difference! The oppor- tunity to bring “new light” to the Hill is why I continue to attend year after year. I hope you will join me!


Marvin N. Miller, Ph.D., AAF, is the market research manager for Ball Horticultural Company in West Chicago, Illinois.


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