US: Improving the working relationship between florists and funeral director

The American Floral Endowment (AFE), through the Floral Marketing Research Fund (FMRF), is conducting a study with the National Funeral Directors Association to provide insight about how to improve the working relationship between florists and funeral directors and promote the many benefits of flowers and plants.

This study aims to:

Provide insight as to how retail florists and funeral directors can better work together
Determine how funeral directors feel about flowers/plants in the bereavement process
Improve or establish a mutually beneficial working relationship between funeral directors and florists
Promote the benefits that flowers and plants bring, not only to grieving families but also to the givers who send flowers to memorialise the deceased.

"AFE and the FMRF are very happy to fund this project that explores possibilities for floral industry members to participate more actively in helping people express their sympathy using floral products," AFE and FMRF Chairman Gabriel Becerra of Golden Flowers said. "We are sure that the findings of this study will be very useful for florists and others to implement in their day-to-day activities."

Past research has shown that flowers and plants are a great comfort, offering sympathy, consolation and remembrance. When placed in a funeral home or place of worship, flowers add warmth and beauty to the surroundings. Given as an expression of sympathy, flowers show love and respect for the memory of an individual.

Final reports will be released to the industry on the FMRF website once the study is complete. Create an account for free today to receive results from the funeral directors' study once available, as well as to immediately access results from previous studies, including the Social Media Guide for Floral Retailers and Wholesalers and the Consumer Preferences Study for Flowers as Gifts.

For more information:
American Floral Endowment
1601 Duke Street, Alexandria, VA 22314
United States
T: +1 (703) 838-5211
F: +1 (703) 838-5212
E-mail: afe@afeendowment.org
www.endowment.org
Facebook: americanfloralendowment