ProFlowers settles class-action lawsuit
ProFlowers claims that their flowers are “freshest” because they bypass the middlemen, such as wholesalers and florists. Their tag line in advertisement is “Fresh from the field.”
The claim implies that, when a customer places an order, a grower goes to the field, cut the flowers, and then shipped them right away. That, of course, is far from the truth. No grower has that kind of time.
What really happens is that ProFlowers purchases the flowers and keep them in warehouses waiting for orders. When an order comes, they ship it via a common carrier such as Fedex or UPS. These carriers, unlike flower wholesalers, do not use refregirated trucks. For further info about this misleading “Freshest” claim, please read our FAQ “Direct from field: are they freshest?”
A class-action lawsuit was filed in Los Angeles last October, alleging that ProFlowers’ ad is misleading, because the company does indeed use “middlemen”, distribution centers and warehouses, to store the flowers before a customer places an order.
Now, according to an article by denverpost.com, ProFlowers settles the lawsuit, agreeing to offer $10 store credit for customers who bought their “freshest” flowers between Oct 4, 2001 and Oct 26, 2006.
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