Home
Depot did not mean to offend the floral industry with its radio
commercials that encouraged consumers to buy one of its rose plants
instead of flowers. “Rest assured that our intent is not to disparage
your industry or to convey negative images of flowers or florists,”
Frank Bifulco, the company's chief marketing officer, said in an
e-mail. “Going forward, we will certainly be more sensitive to your
perspective.”

Kim Greenia, the company’s advertising director, echoed his
sentiment in a follow-up call. She assured SAF that the commercial is
not scheduled to run again.

SAF contacted Home Depot twice — once during Mother’s Day when a
member in Seattle reported hearing a negative flower reference and
again last week when another member in Sedona, Ariz., heard it.

While Home Depot was promising to rethink its tactics, one Fox News
anchor was not giving fair or balanced advice to his co-host. Anchor
Julie Banderas, who is planning her wedding, asked co-host Gregg
Jarrett on the May 31 broadcast of America’s News HQ for a florist
recommendation. Instead of naming a florist, Jarrett told her and Fox
News viewers that he thinks flowers are a waste of money.

SAF sent an e-mail, fax and letter to Jarrett to let him know just
how special and valuable flowers are. “We thought you should know that
flowers are more than a mere decoration; they are good for your
health,” states SAF’s letter
to Jarrett. “Research from Harvard Medical School and Rutgers
University demonstrate that flowers increase happiness and life
satisfaction and ease worry and anxiety. Even a single flower can
provide a lift.” The letter asks Jarrett to avoid making negative
references to flowers in the future.

SAF also contacted Banderas to help with her wedding plans. In an e-mail, fax and a letter,
SAF supplied tips on selecting a wedding florist, FAQs, suggested items
to be included in the wedding florist agreement, bouquet trends,
creative wedding ceremony and reception flowers and a directory of SAF
member florists on www.aboutflowers.com. At press time, SAF had not
received a response from Jarrett or Banderas.

Report harmful floral publicity to SAF’s Jenny Scala at (800) 336-4743 or jscala@safnow.org. Fax ads to her attention to (703) 836-8705