Rosh Hashana



The Jerusalem Post
 
Articles

Flower Power
By Carol Novis

IF you're planning to buy flowers this Rosh Hashana, you're certainly not alone. A recent survey of 500 Israelis showed that no fewer than 66 percent of those polled - both men and women - intend to bring flowers home for the holidays.

In addition, 50% intend to send flowers to friends and relatives, while a further 16% think they "may" buy flowers. Rosh Hashana is an even bigger flower-giving season than Pessah, when people tend to choose housewares as gifts.

Flower Power According to Ami Fleischer, managing director of Zer4U, a new chain of florist shops across the country, that's good news for the flower industry in Israel, which expects to do big business over the holiday season.

Fleischer is predicting that the eight shops in the Zer4U chain alone will sell some 1,000 flower arrangements at an average price of NIS 150 and 3,500 sprays at an average price of NIS 120.

IT'S not only at holiday time that Israelis like flowers. According to the survey, 88% of those Israelis polled buy flowers for the home from time to time, and 29% of women and 20% of men buy flowers at least once a week. About 800 florist shops in Israel cater to the market, which has grown by 12-15% a year over the last four years.

Of course, Israeli flowers are also popular abroad. The Flower Board of Israel notes that Israel's top export flower is the rose, with 450 million stems shipped overseas in 2000.

Next in popularity are solidago, greens, gyposphila, and carnations. Most flowers are shipped to flower auctions in Holland, but some are sent to flower auctions in Germany and Belgium as well.

WITH statistics like that, it's no wonder that Zer4U is optimistic about the future of flower retailing in Israel, even in these difficult times, and feel that their particular slant will attract people.

Their shops are relatively large and are kept cooler than the average so flowers last longer. They also stay open until 8 pm and sell gifts such as candles and chocolates to go along with the flowers.

Zer4U prices are not particularly cheap, ranging from NIS 75 to NIS 300 for an arrangement, but the chain does have one policy that other florists could well emulate. When customers choose the arrangement of their choice from a catalogue, they know that that is exactly what the person they are sending the flowers to will get, no matter where they are in the country.

By contrast, at many florists, when customers order flowers by telephone, they have no idea what the florist is sending, which could well be an arrangement of colors or blooms that really don't suit the recipient or their home.

Zer4U has a central ordering number (1-700-500-800) and delivers all over the country at a standard charge of NIS 10. Zer4U also has an Internet site (www.zer4u.co.il) which has an appealing feature: you can enter the dates of all the occasions that you want to remember, (ie. your mother's birthday) and Zer4U will remind you of them by e-mail, in time to send flowers, which of course the firm is happy to arrange.

How to keep flowers fresh
ACCORDING to Boaz Cohen, director of the New Flowers and Crops Department of the Flower Board in Israel, flowers now in season for the New Year include roses, lilies, gerbera, lisianthus and sunflowers. The Flower Board recommends these ways to keep your holiday flowers fresh and beautiful for as long as possible:

  • Buy from a reliable florist whose flowers are fresh.
  • When choosing flowers, check that the flower buds are just opening.
  • Cut the stem with a scissors or sharp knife three cm from the end, so that water can be absorbed. It is preferable to do this under water.
  • Cut off all the leaves under the water level, to avoid them rotting.
  • Make sure all instruments you use are clean and sharp.
  • Don't put the flowers in direct sunlight or under the blast of an air-conditioner.
  • Avoid squashing a lot of flowers into a small container.
  • Replace the water in the vases regularly and wash the vases out every two days.
  • Remove old, spoiled flowers, since they exude ethylene gas which causes fresh flowers to spoil faster.
  • Make sure the stems aren't bent or broken, since this prevents water from reaching the bloom.
  • Don't store flowers next to fruit and vegetables.
  • Don't keep narcissus flowers next to other types of flowers, since narcissus exude a substance which has a negative effect on most other flowers.
  • There is no need to add aspirin, lemonade or other additives which supposedly preserve flowers - they don't do a thing. It is preferable to add special plant preservative for flowers instead.

    Do-it-yourself flower arrangements
    Save money on formal arrangements by arranging loose flowers yourself. Here's how:

  • Always start with a mental picture of your arrangements, including where your arrangement will be placed and at what angle it will be viewed.
  • When using floral foam, make sure it has soaked through.
  • Always use a sharp knife to cut the flower stems and cut on a 45 degree angle.
  • When starting the arrangement, place the flowers that create shape or form first.
  • Each flower should have its own space. Avoid crowding; this distracts the eye.
  • Work with an odd number of flowers.
  • Different shapes and textures will add interest to the display.
  • When using only a few flowers, don't use unequal sizes, such as dinner-plate sunflowers and mini chrysanthemums.
  • If the arrangements doesn't look right, the fault usually lies in the first five to seven flowers placed.

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