A simple label can be the most effective- and affordable- marketing tool for your flowers
More than two decades ago, just in time for their second flower delivery to Central Market, the upscale emporium owned by Texas grocery giant HEB, Pamela and Frank Arnosky ordered stickers that read: “Texas Garden Bouquet” and “Fresh from the Texas Hill Country.”
Fast forward to 2017 and tens of thousands of beautiful bouquets produced each year by the Arnoskys at Texas Specialty Cut Flowers in Blanco, Texas, are still sleeved, labeled and delivered to Central Market, Whole Foods, and other grocery chains across the Lone Star State.
The Arnoskys were some of the first - and best - to brand their specialty cut flowers with a regional message. “If you want to be customer-driven, you have to brand your flowers,” Pamela insists.
Yes, there is a cost and yes, it requires more labor. But labeling campaigns and branding programs have a big impact with consumers, say flower farmers across the U.S.
So when, where, why and how does it make sense to slap a “local” label on your blooms? Here’s a round-up of advice to guide you.