Oklahoma floriculture producers, ornamental-horticulture retailers, mass-market retailers, and cut-flower wholesalers were surveyed to compare and contrast the industry in terms of attitudes towards their products and problems. Overall, attitudes of all four segments of the industry were neutral to negative on potted flowering plants, but were positive to neutral on bedding and foliage plants. However, producers were slightly negative concerning the postharvest life of bedding plants. While cut-flower wholesalers had a positive attitude concerning cut flowers, ornamental-horticulture retailers and mass-marketers tended to be neutral to negative. In particular, retailers and mass-marketers believed that cut flowers were too expensive and too short-lived. Floral preservatives were used by 82% of ornamental-horticulture retailers, while only 19% of mass-market retailers used preservatives. All cut-flower wholesalers used preservatives. Capital availability and market demand were the factors most limiting expansion for producers and ornamental-horticulture retailers; whereas mass-market firms listed competition as their most limiting factor.
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