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Feb 12, 2007 11:15 pm US/Central
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I-TEAM: Where Did Your Flowers Come From?
by Terri Gruca
(WCCO)
When you go online or call a local number you might not be getting a local shop. The WCCO I-TEAM found that can make a
big difference in the flowers delivered to your sweetheart.
Elk River Florist's ProblemCindy Delorme is co-owner of Flowers Plus in Elk River, Minn. It is a store with a bit of an identity crisis, because its address has been hijacked by a New Jersey company called Flowers with Gifted Elegance.
"I'm not sure why they're using our address or how they're going about that," says Delorme. "It's very confusing for the consumer."
Flowers with Gifted Elegance are what the industry calls "order gatherers" or flower brokers. They're nationwide companies that often use false addresses to appear like local businesses. The I-TEAM found they also buy local phone numbers in cities across the country, numbers that actually go to a national call center.
Delorme said Flowers with Gifted Elegance "are not located here."
The flowers that arrive through Flowers With Gifted Elegance are the source of even more frustration for Cindy.
"The customer will call our shop and tell us that what was filled was not up to the money or what they expected to be delivered," she said.
Why The Flowers Don't Always Look Like You ThoughtThe I-TEAM wanted to see what happens, so we ordered a $60 arrangement from Flowers with Gifted Elegance. They contracted the order out so that it was filled by another flower shop. So we then ordered flowers directly from that shop. We gave them the same budget and specifications, but got a totally different result. The bouquet we ordered from Flowers with Gifted Elegance was much smaller.
"It makes me feel bad," says Delorme.
Here's how flower brokers work. The broker takes a cut of whatever you have to spend -- somewhere around 30 percent. Then they wire your order to a local shop. That shop takes out more money to cover its delivery charges, leaving a lot less money and fewer flowers.
Minn. Attorney General Takes Action"A national company can't pretend that it's based in a particular Minnesota community if it's not. So it's really a truth-in-advertising type situation," said Minnesota Attorney General Lori Swanson.
In Minnesota and at least 19 other states, it's illegal for a company to misrepresent its geographic origin by taking on what appear to be local phone numbers and addresses. Unfortunately, it still happens.
"Obviously, the people who are doing this make money doing it or they wouldn't continue to float the law," said Swanson, who is trying to put a stop to the practice.
Last July, the Attorney General's office sued Thomas Meola, the owner of Flowers With Gifted Elegance. But Delorme said the directories still show the company using her address.
Furthermore, the company has a history of delivering problems in other states. In 2002, Delaware
settled with this same company. The case in Minnesota is currently in Ramsey County Court.
How To Know If You're Dealing With A Local FloristKeep in mind that just because it looks like a local florist doesn't mean it is.
"There are very legitimate concerns about deceptive listings in telephone books," said Dale Bachman, president of Bachman's, one of the Cities' oldest local florists. "You can check a little further with respect to the address and ask for directions to that store."
Any hesitation on the florist's part and that should have you seeing a different kind of red.
You should also pay the florist a visit. Look at the flowers and make sure you like the arrangements.
(© MMVII, CBS Broadcasting Inc. All Rights Reserved.)