Monty Pereira and Shizue Watanabe, who with her husband founded the business in 1945.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature spotlights SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Monty Pereira, a certified public accountant, started working at Watanabe Floral 26 years ago. After a few years, his boss realized that he was better suited for marketing, and he became the sales and marketing director. Shortly after that he added general manager to his title as well.
Pereira didn’t grow up in the floral industry, but he quickly learned to appreciate the impact that flowers have on a person’s happiness, and seized on that as a marketing strategy.
“Bringing happiness became the focus of our marketing strategies,” he says.
Best Business Advice
The best business advice Pereira has received is to focus on the people.
“Here at Watanabe Floral, we have worked diligently to add team member benefits every year and now have quite an extensive benefits package to hopefully make our team members’ lives better,” he says. “Externally it is focusing on the Spirit of Aloha and providing exceptional service — being willing to do what others may not be willing to do and valuing every guest we have.”
Best Marketing Strategies
Pereira says that the most important aspect of marketing is consistent messaging year-round. They also focus on creating relationships with the media world. Their messaging is consistent across television, radio, print, and digital: Watanabe Floral… Bringing Happiness to YOU!
Watanabe Floral also focuses on community marketing by working with nonprofits to raise money and awareness for those organizations, while also leveraging those organizations’ contact lists.
In doing so, they’ve expanded their clientele “while contributing to the improvement and success of our community,” he says. “This year we are committed to five fundraisers with five different non-profits, the most we have ever done in one year.”
Russell Watanabe, CEO (left) and Monty Pereira (right) present a check to the Make-A-Wish Foundation of Hawaii.
Unique Challenges
Watanabe Floral started as a rose grower in 1945, but in 2008 made the decision to close its growing operations. These days there are so few local providers and/or growers in Hawaii, that about 90 percent of the fresh product Watanabe uses has to be imported, Pereira says. And since trucking is not an option, imported fresh product — or even flowers grown on other nearby islands — has to be flown in, which creates tremendous additional costs, Pereira says.
Their unique location also makes finding labor a struggle.
“We are an island with a finite number of citizens, and relocating to Hawaii just to work can be very expensive, so finding staff locally is critical, but increasingly difficult,” Pereira says. “Right now, we are looking for up to 10 full-time members for our team, across all departments, a common struggle for many businesses here in Hawaii. The staffing shortage is limiting our ability to grow as we can only do as much as we are able to execute at our high standards.”
Why SAF?
Watanabe Floral joined SAF in 2002 to share ideas and learn from others in the industry. The business also wanted to support the SAF team in their efforts to advocate and lobby for the industry.
Now, Pereira particularly enjoys participating in SAF’s monthly virtual Ultimate Roundtables, an exclusive cross-segment gathering of SAF ultimate level retailers, growers and suppliers.
“As a former CPA, I am fascinated by the data provided and find the insights from farms and other wholesalers and retailers to be so valuable,” he says.
He also loves receiving Floral Management magazine.
“ a valuable resource to see what is out there, especially for us here in Hawaii,” Pereira says. “Things that hit big in the 48’s, often work its way to Hawaii about 6 to 12 months later. So, this information and the newsletter help us stay current and ahead of the market here in Hawaii.”
Pereira was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.