The Floral Marketing Research Fund (FMRF), the industry’s organization for floral marketing research and resources, has announced its rebrand to the Floral Marketing Fund (FMF). The comprehensive rebrand elevates the need to focus on collaborative marketing efforts and position the Floral Marketing Fund to bring industry organizations together. At the heart of the rebrand is the change of name to the Floral Marketing Fund, a new logo, tagline, and mission & vision statements encouraging industry collaboration to promote everyday purchasing of fresh flowers and plants.
The rebrand to the Floral Marketing Fund is not just cosmetic— it notes the Fund’s expanded marketing efforts and a movement towards more collaborative industry projects. While consumer research remains an integral part of the Fund’s efforts, broader coordinated promotional campaigns supported by many will benefit the industry on a wider scale. The FMF has found that through pooling industry funding and expertise, each campaign can have a more significant impact.
“We are excited to grow our collaborative efforts with other industry members. It has been extremely valuable to bring in perspectives from multiple industry segments both for our research and our promotional efforts. Together, we can develop and promote campaigns more broadly – and with the added input, we have been able to present more useful informed resources,” notes FMF President Dwight Larimer.
Originally established as the Floral Marketing Research Fund (FMRF), the Floral Marketing Fund (FMF) encourages all floral industry segments to participate in fundraising, research, and marketing efforts that benefit the floral community as a whole.
