With new emphasis on cause-related marketing, many floral industry companies ranging from growers to bouquet makers, retailers and online floral firms are offering special products for Breast Cancer Awareness month in October that benefit research into the disease.
Bay City Flower Co. in Half Moon Bay, CA, is new to the cause this year with four pink hydrangea and azalea products that will forward 3 percent of proceeds to breast cancer research at the American Cancer Society.
An old hand at this is Teleflora, the online floral ordering company, with a Pink Hope & Courage Bouquet that sends 15 percent of the purchase price to the Breast Cancer Research Foundation in New York. Teleflora has been a partner with the foundation, donating at least $50,000 a year, since 2007. The bouquet is offered year-round. Over the past five years, the company has donated $627,000.
Proven Winners, a garden and nursery plant grower, is offering a Pink Day package to garden centers with five T-shirts, 15 pink balloons, 10 breast cancer research buttons and a set of note cards for $39. Its Invincibelle Spirit hydrangea was introduced in 2009 and at $1 a plant has raised nearly $500,000. Proceeds year-round benefit the Breast Cancer Research Foundation.
The combined donations from Pink Day events hosted by independent garden centers and sales of Invincibelle Spirit hydrangea have exceeded $250,000 in the past 12 months, an amount that will fully sponsor a medical research project in 2013, Proven Winners has announced.
Euroblooms, a bulb grower in Grand Blanc, MI, is offering special bulb packages, mostly pink flowers, in October and November, and donating 30 cents per package to Susan G. Komen for the Cure in Dallas. Since 2007, Euroblooms has donated about $750,000.
Garden State Growers in Pittstown, NJ, is offering pink calla lilies in a six-inch pot at selected Walmart stores Oct. 1-15, with a guaranteed donation of at least $50,000 to Susan G. Komen for the Cure. In the Southeast, FernTrust in Seville, FL, is offering its drop-in Hope Bouquet with pink ColorFresh ferns as a special product for October. “We always see a bump in sales during Breast Cancer Awareness month,” said Jana Register, director of sales and marketing.
The Breast Cancer Research Foundation was founded in 1993 and led by Evelyn H. Lauder, a senior vice president of the Estee Lauder cosmetic companies who created the pink ribbon symbol for breast cancer awareness. She died of cancer in 2011.