Tucked away on Rte 6 in Newtown, sits the white cottage building where Christina Maturi surveys the buckets of deep red roses while calmly assuring an anxious funeral home that the flower arrangements were on their way. In the days leading up to Valentine's Day, millions of roses are cut, prepped and shipped to the thousands of florists, like Newtown Florist, in the US.


Valentine's Day is the single busiest delivery day for a florist and represents a choreograph of activity that is astounding. And while your local florist seems so local, the business is surprisingly much more of a global business.


It's been weeks of bone chilling arctic air sweeping through Connecticut, and most of the country. These are the days that wholesale flower growers are harvesting the bulk of their rose bushes. Growers have more to worry about than just growing beautiful roses. Once cut, roses have an average of 5-7 days before they open, and 7-10 days before they wilt. Timing is everything. The grower has to time the harvest at the peak moment and then, ship the roses to destinations around the world.


According to SAF (Society of American Florists) imported flowers account for over 70% of the flowers sold in the US. It's a big business, in 2001 over $18.5 billion floral or horticultural items sold at retail. Columbia, accounts for 59% of the cut flower imports, with Ecuador shipping a distant 15%. Domestic fresh cut flowers primarily come from California, accounting for 66% of all domestic fresh cut flowers while Florida accounts for 7%. And in 2002, 130 million roses were sold for Valentines Day.


The international efficiency of the fresh flower industry does have its controversies. Much like other industries, price competitiveness drives business practices. Large Central and South American growers tend to offer lower prices at the wholesale level. These large flower farms churn out acres of flowers pumped with rapid growth chemicals to speed up the growing period. These types of flowers are often shipped to the price conscious supermarkets and discount warehouses, where cost per unit is valued.


Newtown Florist turns to local and smaller growers whose ability to deliver fresher flowers is a question of quality. One of the most important factors in contributing to the longevity of an arrangement is the growing time. Flowers that are grown slowly will last longer. Christina relies on growers who grow flowers that will be fresh, beautiful and long lasting. "Local growers can have flowers cut at 7 am and then be in my shop by 10:30 am," explained Maturi.


Even though FedEx trucks deliver the perishable packages as quickly as possible, the shipments from South America travel much longer to get to Christina's shop. A flower cut in South America yesterday, ships the next day, overnight. FedEx processes the package in Tennessee and then onto the regional delivery warehouse after arriving in Newark. In about 72 hours after the flower was cut, it can be in Christina's shop. A supermarket or discount warehouse has additional steps in its procurement process.


Long stem red roses are the most popular choice for Valentine's Day. So why do prices seem to climb for these roses just in time for Valentine's Day. A number of factors combine to make them cost a little more.


It takes between 50 and 70 days to grow a long stem rose. This growing time occurs at the same time the northern hemisphere is experiencing increasingly shorter days and colder temperatures. For each long stem rose as the final product, several rosebuds on the same stem are sacrificed to create the single stem. Finally there is the weather to contend with, "Once it is below 30," explained Maturi, "cut flowers can freeze." Extra insulation keeps the roses from freezing at all points. So with increased growing costs, coupled with increased demand, prices rise.


But long stem roses are not the sexiest arrangement to give this year. "Tightly packed short arrangements of one color in a round vase is the hot item this year," confided Christina. "Mostly, we can help you pick out that special arrangement. Flowers can convey many sentiments and we excel at finding the right bouquet for the moment."


Newtown Florist starts receiving roses hourly, a few days before Valentine's Day. In the weeks before that, the shop is a busy with preparation. In addition to the regular business, the staff prepares the vases, gift cards and boxes that are needed for each Valentine's Day arrangement. Despite the yearly tradition, Maturi estimates that 80% of Valentine's Day orders come through in the day prior to the big day. Newtown Florist also does a brisk business in FTD and Teleflora shipments around the world.


Christina added, "There's always a certain type of person calling on the day as well. By the end of the day I will run out of just about everything." Valentine's Day has become larger than just a romantic holiday. "It's becoming an appreciation day, and we see many people giving flowers to office mates, business associates and friends," said Christina.



Delivery routes are mapped, according to delivery times and locations. Even though Valentine's Day is heavily advertised for weeks, there will still be a line out the door at Newtown Florist. On Valentine's Day the shop opens at 7 am and stays open until 8 pm.


The actual day, is the least of Maturi's concerns. The delivery is the easy part. This is the one holiday where you can be pretty sure that someone will be there expecting the flowers.


After their arduous journey to your vase, you can extend the bloom if you follow these tips.

• Immediately remove the plastic water tubes before you begin arranging.


• Cut away the leaves, if any, that will be under water, but make sure that you don't knick or cut the green bark


• Recuting the stems 1-2 inches at the bottom will help the roses draw water. Use a sharp knife to make clean cuts.


• Once you have cut the stems, you can place them in a vase filled with fresh water and the flower food provided by your florist.


• You'll want to check the vase daily and make sure it is full, clean, and fresh. If looks cloudy, replace the water and add new flower food.


• Direct sunlight or drafts will hasten the aging of your flowers, so avoid both if you can.

And take inspiration, June is the National Rose month and a perfect time to plant that rose bush. If you are curious, the world's oldest rose bush is found in at the Hildesheim Cathedral in Germany


Newtown Florist has been in business since 1977. As an FTD and Teleflora florist, Newton Florist can wire flowers anywhere in the world. 800-731-1775, the flower shop hours are:




Newtown Florist hours:

Monday - Friday 8 -6

Saturday 9-5

On Valentine's Day Newtown Florist will be delivering to Danbury, Bethel, Brookfield, New Milford and Southbury.

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