Floral Marketing Fund

New Houseplant Consumer Research Results

December 22, 2021 Floral Marketing Fund

The Floral Marketing Fund (FMF), alongside co-sponsors Altman Plants, Costa Farms, Green Circle Growers, Hortica, and Metrolina Greenhouses, are pleased to release the results of a consumer preferences study about houseplants conducted during the COVID-19 pandemic. The results address trends in houseplant purchasing, which has seen growth throughout the pandemic, exploring underlying motivations, documenting emerging trends, and allowing the industry to fully capture the opportunity that this increased interest affords.
…

Floral Marketing Fund Hosts Webinar to Release Consumer Houseplant Study Results

November 30, 2021 Floral Marketing Fund

The Floral Marketing Fund (FMF) will host a webinar on December 9th at 1 PM Eastern to present results from a consumer preferences study about houseplants conducted during the COVID-19 pandemic. The study’s researchers, Dr. Melinda Knuth, NC State University, Dr. Hayk Khachatryan, Mid-Florida Research and Education Center, UF/IFAS, and Dr. Charlie Hall, Texas A&M University, will reveal the data, address trends in houseplant purchasing, and discuss how the industry can capitalize on them. …

New Study Results Explores Purchasing, Preferences, and Targeted Messaging

November 4, 2021 Floral Marketing Fund

The results come from two separate surveys conducted during the COVID-19 pandemic (one in July of 2020 and one in June of 2021) by researchers Dr. Benjamin L. Campbell, Dr. Julie H. Campbell, and Dr. Jessica A. Holt at the University of Georgia. The study was funded by the FMF, whose mission is to develop, support, and promote collaborative fundraising, research, and marketing efforts to increase flower sales. …