By Laura Baverman
The Cincinnati Enquirer

Kathy Benken (left), president of the Ohio Florists Association, looks over some European bouquets with Adam Wissel, head designer at Benken Florist and Greenhouse in Silverton. (Tony Jones photo) | ZOOM |

SILVERTON - When Darlene Anderson walks into her favorite florist, H.J. Benken Florist and Greenhouse, she feels like she's walking into a family.

For 50 years, Anderson and her mother have been loyal customers of the Benkens, since the retail shop was just a small florist.

Anderson, a Madeira resident, used Benken plants for her wedding, all of her family parties and for the National Geographic lecture series that she organized.

The Benkens, since starting their business in 1939, have expanded from the small floral shop where Anderson and her mother shopped, to 25 greenhouses on 35 acres. Since 1997, they have reversed their operations - going from a wholesale business to 100 percent retail.

As a result of the renovations and changes in their business model, they earned the Innovator Award from Greenhouse Management and Production magazine this year.

In fact, 2003 has been an award-winning year across the board.

Owner Kathy Benken was elected the first female president in the 74-year history of the Ohio Florist Association, an international floriculture organization with 3,600 members worldwide.

Head floral designer Adam Wissel received the Designer of the Year award from the OFA.

The business received Best of Show for window boxes at the Cincinnati Flower Show in April, and designer Amy Montgomery earned the Professional Florists of Greater Cincinnati award.And, for the third year in a row, the Benken firm was nominated for Tristate Family Business of the Year by the Goering Center for Family and Private Business at the University of Cincinnati.

A destination

Michael and Kathy Benken took over the business in 1997, when Michael's parents retired. They put in a parking lot, gutted some greenhouses, added a retail shop, built a walk-in cooler and began hosting open houses and events. They also changed their methods of taking orders and delivery and updated to a point-of-sale system.

An orchard was added so visitors could view and pet their two horses.

"We felt we had such a beautiful piece of property, and we wanted to share it," Kathy Benken said.

Their goal was to make the shop a destination.

Since the renovations, customers believe Benken has been successful in drawing them in and keeping them informed about what they are buying.

"The thing that I've enjoyed is watching them grow into such a full retailer," Anderson said. "There must be something really good about that family because it's a hard business to retain people in. It's just a demanding business because people are very particular about their flowers."

The Benkens changed so readily because they focused on educating their staff and encouraging them to enter competitions to further their skills and motivate them to excel.

"I've been doing designing for 25 years. This is the first bigger shop (I've worked at) that promotes their employees to enter competitions," Wissel said.

Besides entering design competitions, he is working to become an Ohio certified florist and eventually hopes to join the American Institute of Floral Designers.

Other Benken employees are working to earn garden center technician and nursery technician certification through the state so they can be licensed in their field.

Benken's quality of customer service, knowledge in the field and selection of plants and flowers has gained the respect of customers and Tristate florists alike.

Terry Moeller, owner of Moeller Greenhouse and Garden Center in Groesbeck, recognizes Benken as the largest florist and greenhouse in the area, saying it grows more bulb stock than anyone in the city. The volume that they are able to manage is also unique, he said.

"Their floral shop is huge. They can do any size wedding that you can ask for," he said.

"I would say among florist and greenhouses, they are the one as far as the amount of plants that they carry, the different varieties that they carry, the things that you cannot find other places," Moeller said.

A community asset

Also strong is the Benkens' commitment to the flower industry in Cincinnati.

They host monthly meetings of the Cincinnati Flower Growers Association, an organization of florists who gather to discuss issues within the industry.

Leftover plants are donated each season to Keep Cincinnati Beautiful.

Michael gives lectures on gardening around the city and donates the proceeds to the Hospice of Cincinnati.

Benken is the largest employer in Silverton. While the company contributes a great deal to the city tax base, it also gives back to the community by donating flowers for citywide events.

In July, the firm helped the city plant a new community garden on Silverton Avenue.

"They donated some of the flowers that people will see now up at the garden. Their expertise was more than what we were asking," Mayor Jim Siegel said.

"Without them, we wouldn't be where we're at today. They are truly a big asset to the community."

How Hamilton County blooms

Here are some key points in a report, compiled last February, by the southwest district of the Ohio State Extension Urban Program on the floriculture industry.

• There are 226 floriculture businesses here. Hamilton County ranks third among all Ohio counties for number of floriculture businesses.

• A study of 13 members of the Cincinnati Flower Growers Association in Hamilton County showed that the average company grosses $1,063,823 annually. The study estimates that the industry brings $100 million into the local economy each year.

• Study participants paid more than $1.7 million in state and county sales taxes in 1999.

• The average floriculture business employed 18 workers - equaling a work force of about 4,000 in the local industry. Companies paid an average of $250,000 each year in salaries and benefits.

• The average business has 35,547 square feet of covered greenhouses. The industry has almost 40 acres of covered greenhouse space, making Hamilton County sixth in the state.

H.J. Benken Florist and Greenhouse is located at 6000 Plainfield Road in Silverton. The store is open Monday through Friday from 9 a.m. to 6 p.m. and Saturday from 8 a.m. to 5 p.m. Starting Oct. 1, it will be open Sunday from 11 a.m. to 5 p.m.