On the Theme

Together we are bigger than the sum of our parts.

The theme of this month’s issue encourages us to think about combining different materials to create something new. Perhaps something creative, something unexpected and, perhaps, just a bit better.

The editors at Florists’ Review, Canadian Florist and Super Floral magazines decided to take that advice to heart by combining all three of our magazines into one “super” magazine targeted to all segments of our industry – a singular publication with a broader, all-inclusive vision and message.

Over the last several months, we’ve been talking to our florist friends, and we’ve learned a lot. You’ve told us that whether you work for a supermarket floral department, are a traditional brick-and-mortar retail florist, a studio florist or even work from home, you all want and need the same information: You want to know what is going on in your industry, from growing and distribution to floral design and trends and everything in between.

While our industry is a multibillion-dollar industry, in many ways, it resembles a small town. What happens at one end of our town affects the rest of our community in significant ways. If the distribution or the manufacture and flow of supplies are disrupted, it affects us all. If new products come to market or design trends change, we all need to know. By combining magazines, we’ll give you a much larger “world view” of what’s going on and how it affects you.

In the past, most of our news content was funneled to Super Floral, and our design content was focused on Florists’ Review and Canadian Florist. In the coming months, we will still focus on design from florists across the U.S. and Canada – and internationally, as well – but we’ll also add news content that affects us all, and we’ll explore the ways each of us does business so that we can learn from each other in a collaborative way.

The world has changed in the last 10 years. We’ve seen seismic changes in our industry, and now is not the time to segment our industry. It’s time for us to come together and learn from each other. Whether you’re a grower in Colombia or a florist in Calgary, what unites us all is the love of flowers and floral design and the desire to sell more flowers to more consumers more frequently. In order to survive the next decade, we need to connect to one another, grow and survive.

There’s so much we can share, and the reimagined Florists’ Review will work hard to bring news, business ideas, creativity and inspiration from across our industry to you. As Betsy Hodges, the former mayor of Minneapolis, once said, “Together we are bigger than the sum of our parts.”