Summer, 2000 Launch Anticipated

March 31, 2000 -- The Flower Promotion Organization (FPO), an alliance between Colombian and American flower growers, has adopted an aggressive schedule for a Summer 2000 industry marketing campaign launch. The objective has been defined and an international marketing agency selected to finalize the plan for an innovative campaign to increase consumer demand for fresh cut flowers.

FPO Board members have assessed the marketing opportunities, established a program goal and defined the measurable program objective. The ultimate goal of the campaign is to increase the quantity of stems sold by US and Colombian growers. The objective adopted by the Board is to increase the number of transactions among current buyers. "According to the research, current flower buyers represent the strongest opportunity for immediate growth for our industry marketing campaign," said Phil Nowers, Director of the Colombian Flower Council and Board Co-President. Specific measurement tools will be developed to evaluate the campaign's effectiveness. Based on its success, domestic growers may elect to extend the campaign beyond the initial 30-month provision.

The Board recently selected the marketing firm Porter Novelli to develop and implement the $10 million, 30-month marketing campaign. Porter Novelli is the leader in category-building commodity marketing programs including Produce for Better Health Foundation's "5-A-Day" campaign and campaigns for the Steel Alliance, the National Chicken Council and the Snack Food Association. "Based on their capabilities, experience and resources, the Board unanimously agreed to work with Porter Novelli," said Board Co-President Will Carlson, Executive Director of the Floral Trade Council. "The strategy they proposed is compelling, and their marketing approach includes a unique positioning that we believe will sell more cut flowers." Campaign details will be finalized and announced over the next few weeks, with a June 2000 program launch anticipated.

The Flower Promotion Organization was created to redirect anti-dumping duties towards a domestic marketing campaign to ultimately expand the US market for all growers. The FPO is committed to increasing short term and long term consumer demand for fresh cut flowers.

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