By Alison Bradley

Following intensive discussions, a group of like-minded professionals from different aspects of the sector agreed that the floral industry needed help to communicate and to break down barriers. The advent of supermarket pricing policy has caused major issues not only for florists but for growers too.

What was needed was a radical approach and a platform where growers and suppliers could have direct communication with florists and where florists could ask direct questions and learn more.

Floral Fundamentals aims to share practical information about flowers, plants and new sundry products used in the floral industry. Florists are now able to connect directly with growers and suppliers by subscribing to the digital magazine. Floral Fundamentals aims to show practical, commercial ideas that will give florists a design edge over supermarket products. In turn, growers can ask for feedback about their flowers and plants. Florists will then be able to ensure that they use professional growers supplying excellent flowers. In certain cases, growers and sundry suppliers will ensure that these products will not be available via supermarkets or chain stores.

Full membership of Floral Fundamentals gives you access to our digital magazine which is produced 4 times a year, all archived material and florist/supplier/grower forum.

The magazine features Trending; New Products; Conditioning information direct from the grower and Chrysal; what’s Fresh and New in terms of flowers and specialities; Commercial Designs; Handties with a difference; Behind the Scenes stories and much more…

Get your free Membership here: www.floralfundamentals.com