in point of size and equipment, but in the magnitude of the business transacted and the modern methods adopted in its management. The J. M. Gasser Co. has likewise grown into an establishment that is in every respect strictly first-class. Now let us look at the methods of today. No florist establishment of any size can dispense with a downtown store, whether the owner himself, his wife, or an assistant is in charge of it. A neat appearance is the first requisite. The window must be kept attractively trimmed, the ice-box must be both commodious and attractive, the counters orderly, the articles displayed about the store arranged with an eye to artistic effect. Instead of the men's undershirt box, the florist must have a folded box of his own, appropriately inscribed. He must have a selection of fine chiffons and ribbons. The wire designs, moss, tinfoil and toothpicks must be kept out of sight altogether, and anything that would mar the appearance of the place must be eliminated. The quality of the stock, if one aspires to the best trade, must be of the best and the freshest. Long stemmed Killarneys, Am. Beauty Roses, and Carnations, the finest of orchids procurable, the very best bulbous stock, rather than Tuberoses and cheap annuals, must fill his vases. The public's taste has been cultivated during the past quarter of a century, and the florist of today, if he is alive at all, fully understands it.
In the method of producing stock, and the very equipment of the establishment, a like change has taken place. The antiquated little greenhouse with its low roof and in many cases brick flues has been demolished, and in its place modern greenhouses built of cement and iron, with the best boilers procurable, tall chimneys, and so on, have been erected. Like in many another industry, and in a measure more so than in some, the old had to yield to the new with the florist.
To the credit of the florists be it said, I have yet to hear any old time florists talk mournfully about the "good old times." If the old times are brought into discussion at all, the word good is generally transferred to the present order.
Changes in Methods of Distribution
I must not omit here to mention the radical change that has taken place in the method of wholesale distribution. Those who have been in the harness a quarter of a century and more well remember how the wholesale grower of that day had to market his flowers. It was no unusual thing for him to get up at four o'clock in the morning, and prepare his team while his wife was preparing his breakfast. At half-past four, or five, he was on his way downtown to peddle his flowers from store to store. It was an arduous and unremunerative task at its best. The time consumed in the process, the wear and tear on the team, the neglect of work at the greenhouse—all this meant financial loss to the wholesale grower of that day. Aside from this, the cost of production could not always be adequately considered, under certain circumstances. Let me make this a little clearer. If for example a tricky storekeeper meant to take advantage of the weary grower, he would tell him that he could not use any flowers that day, but that he would take the chance if they were given to him as a special bargain. If the market was dull, and the grower could not always ascertain whether it was dull or not, he would readily acquiesce rather than bring his goods back home again with him. In the end, it meant hard work and low profits, and in some cases no profits.
Today the wholesale grower is sought after—no peddling from store to store for him! He ships his flowers to the commission men, and the latter attend to the distribution. It is the commission man's business to watch out for his patrons' interests. And unless the market is very dull indeed he will always manage to market the product and make good returns to the grower. The waste of time and loss of sleep of former days are eliminated from the life of the modern
