Annually, Floral Management magazine awards a “Marketer of the Year” to an industry retailer, wholesaler or grower.  For the past 15 years the magazine has recognized companies because of their outstanding marketing efforts including, professionalism, originality, effectiveness of campaign and overall excellence.  This past year, Exotic Flowers was chosen by Floral Management as the Marketer of the Year. 

    Arnold “Sonny” Canale worked for Lombardi Florist for 14 years and in pursuit of his life long dream he purchased the business in 1957.  Two years later Sonny met his wife Marie Russo and merged her family business, Russo’s Florist with Lombardi Florist.  Marie and Sonny changed the name in 1993 to Exotic Flowers and a year later opened another location in Boston’s South End.  They saw an opportunity to expand their services and in 1995 opened a flower shop and nursery in Cohasset.  In the summer of 2001 their flagship store opened in Faneuil Hall.  Over fifty years later this family business continues to flourish through the hard work and efforts of their children. 

    In 2007 Exotic Flowers became “the official florist of the Boston Red Sox”.  The venture was perfect timing for Exotic, as the Red Sox went on to win the World Series. 

    John Corbett, Jacobson’s Sales Account Manager, has worked closely with Sonny and Rick for the past ten years and has watched their business grow to three locations due to quality work at fair pricing.  “They became very visible when they opened in the Faneuil Hall Marketplace,” John says.  “Rick is a very smart businessman and when he tied in with the Red Sox in 2007, his sales took off!”  The business strategy in becoming the Official Florist for the Boston Red sox required hard work, consistency and effective marketing.  The opportunity was not without risk and for Exotic Flowers it turned out to be a home run.

    John works primarily with Rick, whom he talks to almost daily about his supply order and is constantly in touch with what is going on in the industry and their business.  John explains that “Sonny and Rick are always “very responsive” and “open to trying new things” and in turn John is able to send out samples, fill their specific needs, and discuss tactics for the upcoming holidays and promotions.

    John adds, “Exotic has been on top of their business for a long time and will continue to grow.  In order for flower shops to survive they can’t wait for the economy to change but they must take the opportunity to step up to the plate.”  Jacobson would like to congratulate Exotic Flowers and we look forward to working with them as they continue to climb to greater heights. 

To read the full article written in the Floral Management October 2008 issue click here.

(Photos:  Floral Management - October 2008 issue)