BLOOMING EXPENSIVE : FLOWER PRICES HIT THE CEILING COLD SNAP HITS SUPPLIES OF VALENTINE'S DAY STAPLE.Byline: Christopher Noxon Daily News Staff Writer The price of love is getting steeper this Valentine's Day Valentine's Day: see Saint Valentine's Day. Valentine's Day Lovers' holiday celebrated on February 14, the feast day of St. Valentine, one of two 3rd-century Roman martyrs of the same name. St. , as an unexpected cold snap cold snap Noun a short period of cold and frosty weather Noun 1. cold snap - a spell of cold weather cold spell and an annual surge in demand is leading to big markups in the price of flowers. As florists prepare for their busiest day of the year, the price of flowers has crept up by as much as 50 percent. The cost of a dozen standard roses, which regularly sell for about $50, will go for about $70 by the time the holiday rolls around Feb. 14. Florists say the jump is bound to hit many customers hard. ``They're in for a shock,'' said Vivian Heiserman, owner of Blossoms Flowers and Balloons in Simi Valley Simi Valley (sē`mē, sĭm`ē), city (1990 pop. 100,217), Ventura co., SW Calif. in an oil, fruit, and farm region; laid out 1887, inc. 1969. . ``It's heartbreaking to have to sell something at twice the amount you usually do without the same quality the rest of the year. It's just not right.'' The price hike is due largely to a stretch of cold weather in Central America Central America, narrow, southernmost region (c.202,200 sq mi/523,698 sq km) of North America, linked to South America at Colombia. It separates the Caribbean from the Pacific. and Mexico, where most roses sold in California are grown, said Alan Laird, Ventura County deputy agriculture commissioner. Cold weather freezes buds on the stem, while heavy rains breed fungus that can spoil entire crops. While it has been a wet winter in Ventura County, local flower crops have fared well, said Laird. Many local growers could capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the higher prices of foreign competitors. ``If people can't get roses, they go to novelty flowers that we grow,'' said Yolanda Van Wingerden, a sales manager sales manager n → gerente m/f de ventas sales manager n → directeur commercial sales manager sale n → for Pyramid Flowers, which grows crops including snap dragons and lisianthus on the Oxnard Plain The Oxnard Plain is a large coastal plain in southwest Ventura County, California bounded by the Santa Monica Mountains, the Santa Susana Mountains, and Oak Ridge (beyond which lies the Conejo Valley) to the east, the Topatopa Mountains to the north, the Santa Clara River Valley . ``The scarcity of roses will create a better market for us, that's for sure.'' The stormy weather has been compounded by the rush on freshly cut flowers flowers cut from the stalk, as for making a bouquet. See also: Flower that accompanies every Valentine's Day. Prices rise with increased demand, simple economics that not even the power of love can transcend. ``Holiday prices are always higher,'' said Van Wingerden. ``When we see a higher demand, we raise the prices.'' Florists often get the blame for rising prices, said Mike Mutal, owner of Michael's Flowers in Simi Valley. But the increases actually are fueled by a complex combination of market and natural forces. ``We don't have any choice but deal with it,'' said Mutal, who delivers more than nine times his normal orders on Valentine's Day. ``This year it's really a huge jump, but this has become part of the business.'' Customers who understand and accept price fluctuations in the produce aisle of grocery stores are often flummoxed by hikes at the florist, said John Ruff, owner of Oakbrook Florist and Gifts in Thousand Oaks Thousand Oaks, residential city (1990 pop. 104,352), Ventura co., S Calif., in a farm area; inc. 1964. Avocados, citrus, vegetables, strawberries, and nursery products are grown. . ``People understand that coffee prices go up and down, but for some reason changes in the price of flowers surprise people,'' Ruff said. But florists are hoping that the bump in prices will not send customers scurrying scur·ry intr.v. scur·ried, scur·ry·ing, scur·ries 1. To go with light running steps; scamper. 2. To flurry or swirl about. n. pl. scur·ries 1. The act of scurrying. for alternatives like Mylar balloons or chocolates. ``People will buy a dozen roses no matter what the price is,'' said Heiserman. ``If people want roses, they're going to get them.'' CAPTION(S): 2 Photos Photo: (1--Ran in Conejo and Simi--color) Charles Morteo finishes an arrangement at Michael's Flowers, which has been forced to increase its prices because of the cold snap. (2--Ran in Conejo and Simi--color) Michael Mutal displays a gerbera daisy. Flower prices are expected to be as much as 50 percent higher for Valentine's Day. Andy Holzman/Special to the Daily News |
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