With smiles, stress relief and plenty of blooms, floral businesses captured media attention worldwide during Petal It Forward on Oct. 16.
From small towns in the U.S. to as far as India, news spread about the Society of American Florists’ 10th annual Petal It Forward event, in which 706 floral businesses gave away two flowers or bouquets — one to keep, one to share.
Florists came prepared with abundant flowers and information on the emotional benefits of giving and receiving flowers. They highlighted an SAF-commissioned study showing that 80% of Americans feel happy when receiving flowers, and 88% feel happy when giving them.
“We experience the joy of flowers daily and welcome any chance to share that joy,” said Hanna Bergene-Bauer of Mohican Flowers to AllOtsego in Cooperstown, New York. “We hope to brighten someone’s day and provide a moment of calm in life’s hectic pace.”
In Pune, India, Pandharinath Mhaske of Sneh Florist joined Petal It Forward for the third year, using the event to connect with the community.
Here are a few themes that caught the attention of the media.
Health Benefits
Like the AllOtsego article, other media were eager to point out the Rutgers University study that found flowers spread happiness. An ABC 33/40 story featured the data from the SAF-commissioned study in its coverage of Norton’s Florist in Birmingham, Alabama. And in Chicago, Red Kennicott of Kennicott Brothers was live on WGN9 sharing the message of how giving and receiving flowers reduces stress, evidenced by research conducted in 2019 that found flowers also significantly improves moods.
Bangor Floral in Maine spread the message of stress relief in coverage from WABI 5, the CBS affiliate, while coverage from the local NBC affiliate provided a similar message of sharing love and kindness with others to bring a positive feeling to the community.
“Flowers have been proven to reduce stress and bring a moment of calm,” a Bangor employee said in the interview. “In this day in age, we really need that.”
Liza Roeser, the CEO and founder of Fifty Flowers, based in Boise, Idaho, referenced the study in an interview with KTVB7 news.
“We’re going to just be able to maybe take a moment and create one glimpse of a smile for somebody who just needs that special feeling, that flower feeling,” Roeser said during the coverage of Fifty Flowers handing out 10,000 flowers with the help of employees from Chase Bank, which also helped finance Fifty Flowers’ event.
And in Grand Rapids, Michigan, the coverage by Wood TV of Eastern Floral’s giveaway focused on the decision to partner with Mental Health Foundation of West Michigan for the day’s giveaway of nearly 1,000 bouquets.
Including Students
The online agricultural news source Morning Ag used Petal It Forward as a hook to provide deeper insight into the SUNY Morrisville horticulture program in New York and draw attention to the industry. The article provided information about the students handing out flowers— including the college’s own greenhouse dahlias— and also the college’s floral design course.
NBC 12 WJFW in Minocqua, Wisconsin explained how a change in career for Jana Acheson created an obvious connection between education and Petal It forward. Acheson opened Ethereal Designs Floral Studio in January after 25 years in education, so she partnered with the special education department of Lakeland Union High School to distribute flowers downtown.
Agriscience students from Nonnewaug High School in Woodbury, Connecticut, handed out close to 300 carnations as part of the floriculture class, according to this community newspaper article.
Media Participation
Several reporters got involved. After Fox 10 in Phoenix spoke with Alexis Rigler, of Albuquerque Flower Market, the reporter returned to the newsroom with flowers to give to co-workers.
In Downtown Sacramento, the reporter covering Relles Florist’s Petal It Forward festivities was running after people to hand them flowers. “You get to spread joy and generosity,” Molly Riehl of CBS reported while joining in on the fun.
Eddie Reksiedler of 21Alive News followed Michelle Russell of Cottage Flowers, as she and her coworkers passed out carnations around Fort Wayne, Indiana.
Community Partnerships
In Rapid City, South Dakota, KOTA TV highlighted the partnership of Custer’s Jenny’s Floral and the local public safety agencies. Owner Carrie Moore partnered with the sheriff’s office, ambulance service, and fire department to hand out flowers to 100 people.
Coverage in Buffalo, New York, focused not only on the efforts of Maureen’s Buffalo Wholesale Flower Market to hand out flowers but the partnership they formed with other local businesses. The NBC affiliate reported how employees from Maureen’s delivered flower buckets to several business to spread the joy of flowers throughout the community.
“There are not a lot of businesses that people can make a career off of making people happy, so that’s something special for us,” the story quoted manager Robert Booth explaining.
Sarah Sampson is a contributing writer for the Society of American Florists.
