Extensive postharvest research by Dr. Terril Nell of the University of Florida at Gainesville and Dr. Michael Reid of the University of California at Davis have identified the proper care-and-handling guidelines for fresh cut flowers. They found that the critical conditions for improving quality, freshness and vase life are the 3-Cs: Cooling, Cleanliness, and Care. These "new" scientific studies were sponsored in part by the American Floral Endowment.

Drs. Nell and Reid have spent four years analyzing and accumulating this critical information with support from the American Floral Endowment and other trade associations. More than 500 temperature and storage shipping trials were conducted. They included tests between the University of California and the University of Florida using commercial floral transport trucks. Over 15,000 flowers were tested and documented, and more than 100,000 work hours were invested in the study. Flowers used in every aspect of the research were exposed to the same shipping practices used by the industry. Interior evaluation rooms were developed to simulate wholesale coolers, retail displays. and consumer home environments.

To the consumer, flower longevity reflects quality. Thus, long-lasting cut flowers have added value and promote repeat sales. Research has focused on three critical areas for growers to utilize and improve handling practices.

Retailers are the crucial last key to successful marketing of fresh cut flowers! Follow these steps to increase the postharvest life of fresh cut flowers: