Teleflora is a floral wire service company which brokers orders to local florists for delivery. Orders are sent to local florists for fulfillment via a floral wire service. Floral wire services play an intermediary by gathering orders to be fulfilled by local florists. Many major florists and growers set up shop here. The main thoroughfare is now home to wine bars, boutiques, florists and upmarket restaurants. Olsen was also the commercial spokesman for FTD Florists for many years. They are known as 'spray orchids' among some florists. FTD was formerly a co-op, owned by its member florists. The plant is also cultivated for its ornamental foliage, which florists include in vases. Many traditional retail florists have a deep rooted disdain for modern wire services. Branches may be used by florists for designing ornaments. Van Reybrouck was born into a family of florists, bookbinders and artists. Cornflower is also grown for the cutflower industry in Canada for use by florists. In 1888, Bassett & Washburn first introduced the rose to other florists for purchase. Florists launched a major promotional effort in 1925.