Earlier this year Roses Inc. changed its name to International Cut Flower Growers Association. ICFG president Rob Dillon discusses the name change, the focus of the association and the programs it will be involved with.

Q. How has the name change from Roses Inc. to the International Cut Flower Growers Association gone over with the membership?

A. The name change has been embraced by nearly all our members as necessary and exciting at the same time. Most of our rose grower members now grow other greenhouse cut flowers. Our membership surveys indicate the square footage dedicated to greenhouse roses is declining, while the square footage dedicated to other cuts in increasing. The majority of ICFG members are hungry for more information as they get into unknown territory.

Q. Is the majority of members growing a higher percentage of other specialty cut flowers?

A. Lilies, snapdragons, alstroemeria and gerbera are among the crops being expanded. Nearly 30 percent of the square footage of greenhouse area represented in our membership is in cut flowers other than roses.

Q. Is there any concern about a conflict or duplication with what ICFG is trying to accomplish and the agenda of the Association of Specialty Cut Flower Growers?

A. We've been careful not to overlap with ASCFG's main focus on outdoor cut flower production. Our focus is on greenhouse-grown cut flowers.

Q. Could the two associations eventually do cooperative educational seminars and other activities?

A. The ASCFG board was kind enough to attend one of our meetings two or three years ago. We discussed the feasibility of working together in a number of areas including meetings, research and staff. We left that meeting without any plans to work jointly and with an open door to keep our collaborative options open.

Currently, we serve different segments of the cut flower production industry. To my knowledge, the number of our members who are also members of ASCFG is small.

Q. At this year's Ohio Short Course, ICFG sponsored a Greenhouse Specialty Cut Flower Symposium. What was the response from the growers regarding the program?

A. The Cut Flower Symposium was a success as measured by the attendance and attendees' evaluation forms. We had grower and hybridizer speakers from Holland and the United States with 71 people in attendance. By holding the symposium before the Ohio Short Course, attendees were able to get more value from their travel dollars. Many had not attended the Ohio show before and were very impressed.

ICFG is grateful to the Ohio Florists' Association for enabling us to combine the two events. I think both ICFG and OFA realize the potential benefits of bringing the cut flower segment of our industry to the Short Course. At this time, however, no commitment has been made for next year.

Q. Does ICFG plan on continuing to hold an annual meeting/conference?

A. Our current plan is to hold what we call a Cut Flower Ramble Oct. 10-15 in California. It will be an extensive tour of the top cut flower growers and hybridizers in California. The tour starts in Santa Barbara, then travels to Carpinteria and Nipomo and concludes in Watsonville. We would welcome attendees from anywhere in the world. A copy of the program can be obtained from ICFG. We have no plans to combine our meetings with any other association.

Q. Greenhouse tours have been a major educational vehicle for ICFG. Is the association planning on continuing to sponsor these events?

A. Yes. In addition to our Cut Flower Ramble this fall, our spring meeting is scheduled for March 29-April 1 in Denver, and will include greenhouse tours, research reports and a marketing program featuring Herb Mitchell.

Q. During the symposium at the Ohio Short Course, a presentation was done on the Flower Promotion Organization's Alive with Possibilities marketing campaign, which kicked off this summer. What has been the response of the ICFG to this marketing program?

A. We are very interested in its approach. Lowering the consumer's resistance to buying flowers is a good strategy. Increasing consumption of flowers in the United States and improving market conditions will certainly help the entire industry.

Paying for it is always the challenge. Of course, we commend the Colombian Flower Council and the Floral Trade Council for working together to make the Flower Promotion Organization a reality and we're anxious to see the results.

Q. Colombian cut flower growers have indicated that they will continue to fund the FPO marketing program after its 30-month run if U.S. growers agree to support the program. Do you think that U.S. growers will financially support the program?

A. At the end of the initial period, the extent to which U.S. growers believe FPO raised flower consumption and improved market conditions will determine their desire to participate in funding an ongoing campaign. Our more diverse marketing strategies make building a consensus on how to fund a national advertising program a great challenge. ICFG will be up for such a challenge if we feel the program is working.

Q. Do you foresee a continuing decline in the number of cut roses produced in the United States and an increased movement to other specialty cut flowers?

A. I see the decline in rose production slowing. The U.S.-grown rose is becoming the 'super fresh' rose. For example, a growing number of our company's customers receive their Dillon Roses within one day of grading -- guaranteed, every time. And they are willing to pay a premium price for the value they receive. As we and other surviving rose growers get our marketing and distribution more focussed, finding the niche where price is not as important as quality is getting easier. By the way, locally grown roses are now a specialty cut flower.

Q. Do you think the availability of roses in different market outlets has caused roses to lose some of their mystique as being the premier floral gift?

A. For three days, I watched thousands of floral professionals walk through the corridor where ICFG members displayed their products at the Ohio Short Course. We had gerberas, alstroemeria, roses, snapdragons, lilies and lisianthus on display. What flower do you think people were drawn to most? The roses. It was obvious.

Even those of us who eat, sleep and drink flowers every day are still somehow drawn to the rose more than any other flower. There is no affordable gift more powerful than a fresh-looking, fragrant, opening, long-lasting rose. The 'premier flower' you are referring to is still the rose. However, not all roses sold in our market are what I would call premier.

An advertising strategy like Alive with Possibilities that gets more people to buy a single rose is great. More people will discover the power of roses. And, more people might become disenchanted with roses if they don't perform. It's not increased availability of roses that jeopardizes its status as the premier flower, it's the quality after purchase.

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© 2000 Branch-Smith Publishing