LivRio February - Issue No.2 - The Valentines Issue

{ THE VALENTINE’S ISSUE }

FEBRUARY

2017 ISSUE No.2

in this issue:

MILLENNIALS – FLORAL TRENDS – WOMEN’S DAY

LIVRIO THE E-MAGAZINE OF RIO ROSES Issue No.2 FEBRUARY 2017 IN THIS ISSUE: Millennials or Baby Boomers Beyond Red Roses Char ming l y U nconventional Cards Gif t Guide Inter national Women’s Da y S t. Patr ick’s P.R.E.P. Texas S t ate Flower Association Bir t hda ys + Anniversar ies FOR INQUIRIES marketing@equiflor.com

2

H A P P Y VA L E N T I N E ’ S DAY B E AU T I F U L ! from all of us at Rio Roses

3

PEOPLE of RIO

RIO FAMILY TALKS VALENTINE’S DAY < N I N A C O M PA N I O N I ( o f f i c e s u r p r i s e s ) “I think that when a woman, or a man, receives flowers in the office it makes them feel special, and says, ‘I love you, I remembered you, I care about you,’ and still take me out to dinner too.”

( l o v e n o t e s ) RYA N M A R R E R O > “I prefer leaving notes over texting. I’m a little more old school I guess.”

< RICKY SANGIO (cell phones) “Guys, let’s leave the cell phones alone on Valentine’s Day. Let your woman know how important she is by giving her all your attention.”

(where to buy f lowers) SUSAN MESA > “I think that anyone who buys flowers from a gas station probably doesn’t have enough time to purchase elsewhere or they don’t know any better. The quality of gas station flowers isn’t good, and they won’t last very long… neither will the romance.”

< R AU L M A R R E R O ( w h i c h f l o w e r ) “Valentine’s Day should start with your loved one’s favorite flower.”

4

BLOOM of the MONTH handpicked, fresh from our farms

Ranunculus - Peach

If you are looking for something to express romance, charm, or attraction, look no further than Rioâ&#x20AC;&#x2122;s varieties of ranunculus. We grow these beautiful flowers on our farms in Ecuador year-round, and carry a huge range of colors: white, yellow, peach, red, purple, orange, and both a hot and a light pink.

5

MILLENNIALS OR BABY BOOMERS WHERE TO PLACE THE BET? According to PEW Research, in 2016, Millennials or Generation Y (ages 18 - 34) represent 75.4 million people, surpassing Baby Boomers (ages 51- 69) at 74.9 million. Those of Generation X (ages 35–50) represent 66 million people.

The heavy Internet and social media usage of Gen X and Millennials, coupled with average household net worths above $500 K for affluent generations, shows that the floral industry needs to dramatically increase its Internet presence to capture the business of these generations.

However, affluent Baby Boomers (25% of the population) represent three–quarters of the net worth and the segment that most appreciates flowers.

At the same time, consumers in their golden years are also living on lower incomes, causing flowers to be considered a luxury, a desire which they satisfy by purchasing mass-market bouquets.

THE MOST CHALLENGING ASPECT OF THE FLORAL INDUSTRY IS ITS DEMOGRAPHICS. - Millennials are the fastest growing population segment, surpassing Baby Boomers.

- Millennials are technologically savvy, and the fastest to adopt new trends.

- Millennials are already looking beyond social media “such as Facebook” to communicate and share.

Together with Generation X, these two segments represent 40% of the economically active population.

6

in this photo: Lisianthus

7

MILLENNIALS OR BABY BOOMERS... CONTINUED

SOCIO-CULTURAL FACTORS CHANGES IN TRADITIONS, NATIONALISM, ACCESSIBILITY, AND NEW PURCHASING OPTIONS ARE SHIFTING THE SHARE OF THE DISTRIBUTION CHANNELS

Key influencing factors CHANGES IN TRADITIONS: - Funeral sales are falling due to the trend towards cremation, memorial services, and shorter events.

Donations in lieu of flowers has also affected sales.

- In 2013, Amazon introduced its own floral collection. Although Amazon is known for its marketing and its promise of free delivery for Amazon Prime members, margins, as well as industry share, were expected to be impacted significantly. To date, this impact has yet to be seen.

NATIONALISM: - “Buy American” or “Buy Local” are trends that have been spurred by the recent presidential campaign.

- States with local producton (California, Oregon, Washington) have a cultural inclination towards the “farm-to-table” concept, although the product may be more expensive.

8

MOBILE INTERNET IS A FAVORITE PURCHASING CHANNEL FOR MILLENNIALS AND GENERATION X.

56

%

of consumers prefer to purchase at the mass market, driving an important volume of purchases for self-consumption and home decoration.

9

THERE’S MORE TO VALENTINE’S DAY THAN

RED ROSES

Over the years, we have learned, and the industry has showed us, that a red rose is the traditional gift for Valentine’s. However, there are types of flowers that are also in high demand – ranunculus, calla lilies, lisianthus, and spray roses, for example, have made their way into the hearts of consumers. Everyone has different tastes and preferences, making a mix of traditional and non-traditional flowers very popular this year. Nevertheless, it is still estimated that one-third of consumers will fall back on the popular floral gift of the classic red rose.

New generations, such as millennials, are more inclined to purchase different varieties of flowers, rather than the traditional ones that older generations are buying (such as roses and traditional bouquets).

Although many men believe that the classic red rose arrangement is a guaranteed winner, studies have revealed that women don’t always prefer them.

Many women would be thrilled to receive something else – after all, roses aren’t the only flowers that convey and symbolize love. Something more unique and personalized will often be more appreciated, as the person giving will have taken time to choose, rather than go with tradition.

10

RIO’S “MODERN VALENTINE” COLLECTION 1. Ranunculus 2. Lisianthus 3. Garden Roses: Kira, Pink Ohara 4. Moody Blues Rose 5. Spray Roses: Pink (or white)

11

BUNDLE UP FOR VALENTINE’S VALENTINE’S DAY CARDS & GIFTS TO GO WITH YOUR FLOWER SALES With the popularity of bundle deals to the likes of Groupon, consumers are now, more than ever, easily lured by bundle deals. Flowers are the quintessential gesture of affection, but consider complementing your blooms with a charming card or a thematic gift...

Here are some examples...

12

SMITHâ&#x20AC;&#x2122;S ROSEBUD TIN GIFT SET $16.00

By Rosebud Perfume Co. Anthropologie.com

5

GIFTS under

THAT GO PERFECT WITH FLOWERS

$25

TONAL STRIPE FOLDOVER CLUTCH $25.00

by BP Nordstrom.com

^WILD BLUEBERRY VANILLA SCENTED CANDLE $22.00

By Trish McEvoy saksfifthavenue .com

<ASSORTED CHOCOLATE GOLD GIFT BOX, RED RIBBON $16.00 - $25.00 godiva.com

^MACARON ROSE FRAGRANCE $18

by Gourmand EDP UrbanOutfitters.com

13

A GLOBAL CELEBRATION:

INTERNATIONAL WOMEN’S DAY MARCH 8th

March 8th marks International Women’s Day, a global celebration of women’s achievements across decades of social, economic, and political change.

Originally a more politically charged holiday, the first known observance of Women’s Day was in New York at the turn of the 19th century. Since then, the day has been officially recognized by the United Nations, and each year since 1996 has seen a different theme for each Women’s Day. This year, the theme is “Be Bold for Change.”

Countries across the world observe different traditions for Women’s Day, many of which are flower–based. In fact, in many Eastern European countries, Women’s Day is an even greater flower holiday than Mother’s Day or Valentine’s Day. For example, in Italy, men present women with yellow mimosas, and in many countries it is customary to give flowers or small gifts to the mother, daughter, wives, teachers, and other female family members or friends in one’s life.

14

“IN MANY EASTERN EUROPEAN COUNTRIES, WOMEN’S DAY IS AN EVEN GREATER FLOWER HOLIDAY THAN MOTHER’S DAY OR VALENTINE’S DAY”

In the United States, Women’s Day has become increasingly more popular over the past few years. Google now changes its header on Women’s Day, and popular culture has picked up on the holiday, with growing trends in flower sales to reflect this change.

Unlike Valentine’s Day or Mother’s Day, half of the population is eligible to receive flowers on Women’s Day. Highlighting this March holiday is a great way to ensure the flower business stays afloat in slower months.

By spreading more awareness about international women’s day, such as offering special arrangements with the holiday’s signature purple color or advertisements and posts via social media, the flower industry can help boost sales while promoting another wonderful opportunity to celebrate the women who matter.

in this photo: Lisianthus 15

TURN MARCH GREEN P.R.E.P.

(PLAN, REVIEW, EXCECUTE, PROFIT)

While St. Patrick’s Day might not immediately seem like a flower holiday, there are specific ways to take advantage of the March celebration to fill your own pot of gold for your flower business. In fact, the very symbol of St. Patrick’s Day, the shamrock, is a green plant. In addition to offering special arrangements inspired by the holiday, wholesale and retail flower stores should consider partnering with local bars and restaurants that would require green decorations, particularly Irish pubs or businesses hosting St. Patrick’s Day events. It’s the perfect time of year to promote the 2017 Pantone Color of the Year, “Greenery.”

Beyond pushing specific flower varieties, there are various ways to help boost sales during an otherwise slow month. Running a promotion will help bring attention to your company in a saturated market, both by attracting new clientele and deepening relationships with existing customers. From a design aspect, promotions and campaigns should be eye-catching, especially if being published on social media or your company’s website. Typical promotions might include discounts per volume purchased or limited time offers that encourage new and existing customers to purchase flowers immediately.

Make sure to engage with your customers daily, especially on social media platforms such as Instagram and Facebook. No one likes a dead social media handle. Engagement can be as simple as asking your customers questions in each post, or posting the occasional flower giveaway. Other successful post ideas include educating clients on the origin of the flowers so they can associate each specific flower with a story.

On a more mobile front, distribution of flyers throughout your city is always a foolproof way to encourage company visibility. Flyers should highlight the benefits that florists and direct clients will receive in buying from you. What’s more, keeping business cards handy with information about where to buy your flowers is always a good idea.

With these simple strategies in mind, you’ll soon be on your way to turning March green. That, and some Irish luck, of course.

16

ST.PATRICK’S MARCH 17TH

BELLS OF IRELAND A perfect choice, not just because of their name or color, but because they add a beautiful texture to any arrangement. They also symbolize luck, as in “the luck of the Irish”!

B U T TO N O R AT H O S S P R AY P O M S Either of these beautiful bright-green varieties add a great St. Paddy’s day touch to an arrangement – you can either choose the delicate petals of the Athos or the tight heads of the Button to bring some green to your bouquet.

GREEN TRIX These furry, almost mossy flowers add an amazing, earthy feel to any arrangement, and their gorgeous and vibrant green coloring will add a unique look.

GREEN C ARN ATIONS If you’re looking for a more traditional-looking flower, then the green carnation is for you. Not only are carnations imbued with history, just like the story of St. Patrick, the Green Tint available from Rio provides the perfect green tone for any Irish-themed arrangement.

17

RIO’S TWO-YEAR COMMITMENT TO THE TEXAS STATE FLOWER ASSOCIATION AS A GOLD LEVEL TEXAS FLORAL EDUCATION UNDERWRITER HAS HELPED TO PROVIDE CONTINUOUS FLORAL EDUCATION TO DESIGNERS AND BUSINESS OWNERS.

As a gold sponsor, part of the Rio team made their way over to the 2017 Texas Designer of the Year Competition on January 21st, held at the Dallas Market Center, and then on to a presentation by the amazing Tim Farrell on January 25th at the Emerald Beach Hotel in Corpus Christi, Texas.

The Designer of the Year competition included fifteen contestants competing under three categories: ‘Interpretative Design to Reflect Imagination and Innovation,’ ‘Holiday Design to Reflect Imagination,’ and ‘Innovation and Surprise Situation’. Retail florists from across the country came to participate in the events.

Tim Farrell’s presentation, entitled ‘Exceeding Expectations,’ discussed how focusing on every component of a floral business is a must to ensure success in today’s market. Tim’s knowledge of floral design, together with a background in accounting and successful business ventures, made him the perfect speaker for this topic, and his talk will surely have helped those attending to look at their own businesses and improve them further.

Rio also had a prominent place at both of these events, with our donated flowers decorating both the event venues and Tim’s presentation. As a firm supporter of the Texas State Flower Association and the education programs it runs, it is always a pleasure for us to attend the events and help out in any way that we can.

18

19

ANNIVERSARIES + BIRTHDAYS

“Thank you for your years of dedication to our team.

You are terrifically tireless, exceptionally excellent, and abundantly appreciated”

“Happy Birthday, may all your B-day wishes come true on your special day”

20

SILVIA LAVIN 02/15/06 Credit and Collections Manager

11 years

ELA MORA 02/21/07 Human Resources/Payroll Generalist

10 years

EDSON FONCREE 02/05/12 Door/Scanner-Warehouse

5 years

ROBERT FONCREE 02/07/14 CDL Class B driver-Warehouse

3 years

ADRIAN PEÑA 02/08/16 Marketing Coordinator

1 year

DONNA JONES 02/03 Sales ADRIAN PEÑA 02/03 Marketing CLAUDIA MORA 02/08 Farm Sourcing VICTOR GIORGINI 02/18 CEO YADIRA GIL 02/24 Accounting ELA MORA 02/29 Human Resources

T H A N K S

S E E

F O R

Y O U

R E A D I N G

N E X T

rioroses.com

M O N T H