The Floral Marketing Research Fund (FMRF) is in its fourth year of funding consumer research projects for the advancement of the floriculture industry. With added financial support from Asocolflores, as well as other organizations and individuals, the FMRF has provided more than $112,000 in funding over its first two years.
 FMRF's first funded research project, entitled "Consumer Preferences for Flowers as Gifts: Age, Segments, Substitutes and Perceived Risk" was a two year project conducted by:
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, Assistant Professor of Horticultural Science & Applied Economics, and Bachman Endowed Chair in Horticultural Marketing at the University of Minnesota
- Alicia Rihn, Graduate Research Assistant at the University of Minnesota
- Dr. Bridget Behe, Professor, Department of Horticulture, Michigan State University
- Dr. Charlie Hall, Professor of Horticulture, Ellison Endowed Chair in International Floriculture, Texas A & M University
The Final Research Reports are now available and can be downloaded. The reports are available to anyone in the floriculture industry in an effort to increase sales of floral products, and offer solutions on how to better reach the consumer.
In order to download the reports, we ask that you Register to Log In to the research page. This will allow us to update you on future research and final reports.
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 The Floral Marketing Research Fund (FMRF) has partnered with the Flower Promotion Organization (FPO) on a one-year project, A Social Media Guide for Floral Retailers and Wholesalers.
This guide will analyze social media literature, best practices and case studies to develop a Social Media guide for the floriculture industry. The project will be conducted by Charles Hall, Ph.D., Texas A&M University, Bridget Behe, Ph.D., Michigan State University, and Chengyan Yue, Ph.D., University of Minnesota.
The guide will include an analysis of social media tools with recommendations for how to best use them, and will be applicable to industry members with a wide range of social media experience. The guide will include an electronic PDF document and video, and will be available for distribution in Fall 2012.
"Our industry needs to be aggresive in seeking ways to bring our beautiful product to more people, and to make sure
we understand who our future customers are, and what is important to them. The FMRF is dedicated
to addressing these extremely important marketing questions."
Paul Bachman
Bachman's, Inc.
Minneapolis, MN
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