You're in the paper, you robber' – a less than cheery greeting from a passer-by.

The headline read "Blooming cheek", the result of the publicity for these independent family owned community based florists was damaging financially and to reputation.

The Evening Post correctly identified price variations in response to anticipated price changes that occur annually in the auction cost of red roses for Valentine's Day.

Historically these have been 100 per cent plus. Where the story and reality parted company was to suggest that the florists were guilty of an affront.

The headline caused fury among florists and an industry-wide response.

No evidence was offered in the article to link the price increases to the stated effrontery.

Further and more thorough research would have revealed that the pricing structure offered by the named independents was competitive to the prices being charged on a like for like basis by the major high street chains.

Why do prices within the flower industry fluctuate? Holland is the dominant European force in flower growing and selling, flowers are sold at auction and prices determined by demand relative to supply.

Valentine's Day occurs on the same date world wide, demand for red roses is global, creating a unique circumstance, wholesale prices rise in response to the increased demand. On other occasions such as Christmas and Mothering Sunday for example, the price changes are less noticeable because they are less acute and spread across a wider range of flowers.

The auction also works to the advantage of the customer, prices fall when supply exceeds demand. For example, we are currently selling anemones and ranunculas at half the price they were a fortnight ago.

Where were the supermarkets in this survey? Had a wider section of the retail sector been included, the research would have revealed that on a like for like basis the price of 12 identical roses delivered varied little between independently owned florists and those which are part of chains.

Lower cost alternatives were available in store in both sectors.

In the context of this article no large chains were included. When the Evening Post was challenged on this I was told the reason was the supermarkets had been unable to offer this service other than for Valentine's Day. In that one statement the difference between a florist and a supermarket is clearly demonstrated.

The florist will at short notice, find, make-up and deliver a completely bespoke mix of flowers to meet the customer's requirements.

Large chain stores are typically only able to offer a dozen or so courier-delivered options usually on a next-day basis.

This forms a clear demarcation between a florist and a supermarket and refutes the notion that you are buying the same product and service level.

The Post has regularly reported on the decline in the high street. Like many sectors we are operating in a fiercely competitive environment.

My philosophy has always been to try to offer the very best quality, ethically sourced and fairly priced flowers combined with knowledgeable and attentive service.

There are many complex commercial political and social reasons why the supermarkets now dominate the retail sector.

For some people the future of independent retailers has no relevance, others care passionately and value their community, appreciating the wider benefits supporting local businesses offers, including improved social fabric, a sense of well being and local sustainability.

For this group an attack on their local shop was more personal than you may imagine.

I have drawn great strength from the support of the many loyal customers who dismissed this nonsense.

Blooming cheek? Yes, but committed by whom?