With pleasure, I introduce you to Floral Business, a new magazine concept exclusively devoted to supermarket floral executives. This publication is a result of countless conversations during the past 26 years with supermarket floral executives and leading floral marketers who requested the following:
• A magazine that addresses the specific marketing, merchandising, management and procurement concerns of executives at supermarket HQ and regional offices.
• A magazine that provides important how-to information on topics that most affect the bottom line... such as pricing, labor, space-to-sales, seasonal promotions, care and handling, value-added services.
• A magazine that seeks answers from within the industry and reaches out to the retailers themselves, as well as leading floral marketers, for solutions.
• A magazine that is easy-to-read and pass along — all the way down to the store-level
President/Editor-in-chief, Jim Prevor, and publisher/editorial director, Ken Whitacre, have provided meaningful editorial exposure to the floral category in their Produce Business magazine since they launched the publication in 1985. Online floral exposure started in 2008 with the Floral channel on the popular PerishableNews.com. But Floral Business publication is specifically yours to help you build, improve and expand your floral operation.
You will find there may be topics that warrant additional coverage so watch for articles that direct you to our online site where you may conveniently click for more coverage on www.FloralBusinessMagazine.com. Take note of the floral department vendors displayed on these pages because they play a worthy role in the presentation of Floral Business magazine. I hope you acknowledge their intentions to provide services and supplies. There will be redistribution of this issue October 14-17 at the PMA Fresh Summit Convention in Atlanta and other industry events.
Please enjoy this first issue of Floral Business and pass it along to others who also will benefit from the articles. I would like to thank you for your interest and readership. I hope you continue to submit your comments and suggestions because feedback makes a difference. This magazine was created as an answer to your requests!
E. Shaunn Alderman