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The pay-it-forward concept — buying someone's coffee on the drive-thru or bridge toll — has hit the florist industry.
And Beneva Flowers in Sarasota, run by nationally recognized florist entrepreneur Art Conforti, has embraced it. For Beneva Flowers, which recently acquired an independent florist on Longboat Key, that meant participating in Petal it Forward, a program run in conjunction with the Society of American Florists.
The gist: During the week of Sept. 28-Oct. 2, Beneva Flowers employees surprised area businesses, from a BMW dealership to an Apple store to a bakery, with two bouquets of flowers. One was for an employee at the business, the other was for that business to give forward to someone else. “People love to get flowers 'just because,'” says Conforti, “so we
wanted to create random smiles during this week, and give people a chance to do the same for someone else.”
Petal it Forward, adds Beneva employee Lindsay Zimmer, was also a way for the store to create social media buzz. That included Facebook pictures and posts and Twitter updates under #petalitforward.
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