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a 2011 by jizhen1947


									A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.    September – October 2011 • Volume 20 - Number 5

 Solar Powers
  Life at the
Flower Market
             Story begins on page 6

                                                                                                    Dan Marnien, left, Jim Mellano and Maryellen
                                                                                                    Blyzka, against a backdrop of the Los Angeles
                                                                                                    skyline, the newly installed solar panels front
                                                                                                    and center.
  Awesome Autumn Textures, Colors and Prices
Await You at the Original Los Angeles Flower Market!

                                                                                                                                Enlarged to show
                                                                                                                                 market vendors

                                                                                                     Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m.                          M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m.
                                                                                                     Public: ($2 admission weekdays; $1 on Saturday)                                  For holiday and special hours, see

                                                                                           Los Angeles Flower Market of the American Florists Exchange, Ltd .
       The Merchants of the                                                                1.       JX Grand Tree Inc .  .  .  .  .  .  .  .  .  . 213 833 .0002                      23,     Mellano & Company  .  .  .  .  .  . 213 622 .0796
                                                                                                                                                                                      33, 34. Full Service
     Los Angeles Flower Market                                                             3.       Imported Flowers
                                                                                                    from Paradise, Inc .  .  .  .  .  .  .  .  . 213 488 .1443                        24.      Valle Wholesale  .  .  .  .  .  .  .  .  .  . 213 688 .8810
                        Street map above
                                                                                                                                                                                               Full Service
                                                                                           4.       Dan Stamis Wholesale  .  .  .  .  . 213 622 .6770
A. Dalsol Orchid Warehouse  .  .  .  .213 614-1925                                                  Greens                                                                            26.      Gonzalez Wholesale  .  .  .  .  .  . 213 613 .0756
B. Floral Delivery Co-op  .  .  .  .  .  .  .  . 213 623 .6974                             5.       Blossom Valley  .  .  .  .  .  .  .  .  .  .  .  . 213 891 .9320                           Miscellaneous Cut Flowers
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 387 .1357                        Roses
                                                                                                                                                                                      27.      C&K Wholesale  .  .  .  .  .  .  .  .  .  .  .213 327-0313
C. Paul Ecke Poinsettias  .  .  .  .  .  .  .  . 213 622 .8667                             6.       G .M . Floral  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 489 .7050
      December Only                                                                                 Full Service                                                                      28.      Ted’s Evergreens  .  .  .  .  .  .  .  .  . 213 624 .9510
D. See detail (above right)                                                                                                                                                           29B.     Greens
                                                                                           7.       Dayro’s Wholesale  .  .  .  .  .  .  .  .  . 213 623 .5177
E. RDP Floral, Inc .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 623 .2514                        Roses & Cut Flowers                                                               29A.     Vases by Robert  .  .  .  .  .  .  .  .  .  . 818 434 .1512
F. Mellano & Company  .  .  .  .  .  .  .  .  . 213 622 .0796                                                                                                                         - 30     Ceramics
                                                                                           7A.      Flower Salad  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 624 .1974
      Full Service                                                                                  Miscellaneous Cut Flowers, Greens                                                 31.      Balloons Away  .  .  .  .  .  .  .  .  .  .  . 213 683 .8819
G. Mellano & Company                                                                       7B.      Dayro’s Wholesale  .  .  .  .  .  .  .  .  . 213 623 .5177                        32A.     Gilbert Wholesale  .  .  .  .  .  .  .  . 213 689 .9564
   Wholesale Florist  .  .  .  .  .  .  .  .  .  .  .  . 213 622 .0796                              Roses & Cut Flowers
      Full Service                                                                                                                                                                    32B.     A Ruiz Wholesale  .  .  .  .  .  .  .  .  . 213 622 .3695
                                                                                           8.       H .O . Norman  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 614 .1031                      Exotic Cut Flowers
I.    Dayro’s Wholesale  .  .  .  .  .  .  .  .  .  .  . 213 623 .4355
                                                                                                    Floral Supplies
J.    J . Dayro’s Certified                                                                                                                                                           36. -    Tropical U .S .A . .  .  .  .  .  .  .  .  .  .  .  . 213 614 .1915
      Florist, Inc .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 623 .5239   10.      Tommy’s Flower Land  .  .  .  .  . 213 622 .1205                                  37.      Exotic Cut Flowers
      Floral Supplies                                                                               Roses
                                                                                           11.      Eliseo’s  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 627 .4898   39.      Paraiso Flowers  .  .  .  .  .  .  .  .  .  .213 488-0376
K. Floral Supply Syndicate .  .  .  .  .  . 213 624 .3982
                                                                                                    Miscellaneous Cut Flowers                                                                  Full Service
      Floral Supplies
L. Moskatel, Inc .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 689 .4650              12A. Kimura Plus  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 488 .1620                40.      S .O .S .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 896 .0322
      Floral Supplies                                                                                                                                                                          Miscellaneous Cut Flowers
                                                                                           12B-. RDP Floral  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 623 .8069
M. Stamis Wholesale  .  .  .  .  .  .  .  .  .  .  . 213 622 .6770                         13B Roses & Carnations                                                                     42.      Growers Direct  .  .  .  .  .  .  .  .  .  .  .213 688-8805
      Floral Supplies                                                                                                                                                                 43.      Cut Flowers
                                                                                           13A. Adriana’s Wholesale  .  .  .  .  .  .  . 213 624 .0407
N. Floral Prop Rental  .  .  .  .  .  .  .  .  .  .  . 213 622 .1700                                                                                                                  44.      Paradise Gardens .  .  .  .  .  .  .  .  . 213 488 .5144
      Floral Supplies
                                                                                           14.      Choice Flowers .  .  .  .  .  .  .  .  .  .  .  . 213 489 .4879
                                                                                                    Miscellaneous & Exotic Flowers                                                             Full Service
O. Abigail’s Flowers  .  .  .  .  .  .  .  .  .  .  .  . 213 622 .5041
   Jay’s Plants  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 612 .0353           17.      Stelzner Wholesale  .  .  .  .  .  .  .  . 213 891 .1514                          45.      Orchid Oasis  .  .  .  .  .  .  .  .  .  .  .  .  . 213 627 .3805
                                                                                                    Miscellaneous Cut Flowers                                                                  Orchids
P. LA Flower District
   Association (Badge)  .  .  .  .  .  .  .  .  . 213 627 .3696                            18.      Zavala Wholesale Flowers  .  . 213 488 .0085                                      50.      Sanchez, Martin  .  .  .  .  .  .  .  .  .  . 213 629 .4154
                                                                                                                                                                                               Fruit, Candy & Stuffed Animals
Q. Milagra  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 213 629 .5867    20.      Cal Pom Pons  .  .  .  .  .  .  .  .  .  .  .  .  . 213 623 .6651
      Exotic orchids                                                                                Supermarket Florals, Rose Petals & Roses

                                                  We Look Forward to Seeing You Soon!
This newsmagazine is published bi-monthly by The Los Angeles Flower Market of
                                                                                                                  Cover Story: Solar Powers
The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA
90014 • Internet: Subscription and advertising details at
                                                                                                                  Life at the Flower Market                  6
Los Angeles Flower Market of the American Florists’ Exchange
                           www .originalLAflowermarket .com                                                       LA Flower Market Map
                           754 Wall Street, Los Angeles, CA 90014
                                   Mon.-Fri., 6 am to 2 pm
                             Market Information: 213 622-1966
                           Market Manager/Mellano: 213 622-0796                                                   People and Places                          4
                                      Board of Directors

          American Florists’ Exchange, Ltd., Los Angeles Flower Market
                     Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
                      Jon Prechtl, John Williams, Christopher Calkins

                 Los Angeles Flower Market Hours & Info
       Maps, Tenants, Hours, the Season's Flowers and More can be found at
                           www .originalLAflowermarket .com
                                                                                                                  In the Market

                               Editorial and Advertising
                 Peggi Ridgway, Wordpix Editorial Solutions
                    5146 East 23rd Street, Tulsa, OK 74114
                                                                                                                  Tech Today
        Phone 800 200-1101; FAX 918 743-1105; Email:

                                            Art Director
                              Michael Wheary, Calypso Concepts
                                                                                                                  Happenings/Calendar                       14
              LAFD Association Member Badge Program
                                Frank Reyes
                  766 Wall Street, Los Angeles, CA 90014 • Mon.-Sat., 6 am to 2 pm • (213) 627-3696                                             Celebrating 90 Years in 2011

                           Subscribe Your Florist Friend
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                                     Index to Advertisers
      Calif Flora 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
      Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
                                                                                                                          The Original
      Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3                          Los Angeles Flower Market
      M&M Solar Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
      Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5                    A Wonderland of Quality, Freshness, Variety,
      Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . Page 10                               Selection and Great Pricing
      Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
      Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15         754 Wall Street, Los Angeles
      Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11

   T H E B LO O M I N ’ N E W S                                                                               3                                     SEPT – OCT 2011
 People & Places
 June Van Wingerden Appointed to Committee                                   designers, Jouni Seppanen from Finland and Pim van
    June Van Wingerden has been appointed to the State                       den Akker from The Netherlands, helping them prepare
 Committee of the Farm Service Agency (FSA), part of the                     for the AIFD Symposium “Imagine” held in San Francisco
 Department of Agriculture. State committee members oversee                  in July. As their “go to” guy, Joe also assisted on-stage.
 the administration of Farm Bill programs and act in an advisory
 capacity to the State Executive Director Val Colcini. Dolcini                         Teleflora Promotes Jeff Bennett
 said that Van Wingerden is a “well respected ag community                      Teleflora’s Executive Vice President Jeff Bennett was
 leader active in a variety of producer groups and possessing                promoted to President of Teleflora on August 15, replacing
 a depth of knowledge about the challenges that California                   Shawn Weidmann, who left to
 growers face.” Van Wingerden is presently president of the                  pursue      another     opportunity.
 Carpinteria Valley Water district board and the Santa Barbara               Chairman Tom Butler said Bennett
 County Flower and Nursery Growers’ Association, treasurer                   is a natural choice to head the
 of California Cut Flower Commission and serves on the                       company, thanks to his proven
 nineteenth District Agricultural Board. She and her husband                 operations and leadership skills,
 grow flowers in Carpinteria and Nipomo under the Ocean                      having worked for Teleflora for
 Breeze International label.                                                 seven years. “He is committed to
                                                                             continuing to develop programs
             DeVries and Ortiz Recognized                                    and services that help make
                by NORCAL/CAFG&S                                             member florists successful while remaining the only major
    The California Association of Flower Growers and Shippers                wire service that doesn’t offer drop-ship.” Teleflora’s hand-
 honored two California flower farmers with its Distinguished                arranged flowers are hand-delivered by neighborhood florists.
 Service Award during the Fun ‘n Sun – California Floral Conven-
 tion in July. Lane DeVries of Sun Valley Floral Farms and Joe                        Gyben, Jackson honored by FPFC
 Ortiz Sr of Joseph & Sons were honored for their demonstra-                    Jack Gyben of Progressive Produce in Los Angeles and
 ting dedication, ability and initiative in the floral industry to a         Deborah Jackson of Supervalu/Albertsons received the top
 degree that sets them apart from others in the industry.                    annual awards for produce and floral respectively at the Fresh
                                                                             Produce & Floral Council Expo, held July 19. Gyben received
  Joe Guggia Coaches Symposium Designers                                     the Norman H. (Buzz) Bolstad Produce Award; and Jackson,
    Joe Guggia AIFD, owner of Camfeldt’s Flowers and JP                      senior floral buyer for the western United States for Supervalu,
 Designs in Santa Maria, enjoyed working with two European                   was recognized for her service on behalf of the floral industry.

                          Flower Styling, by Talmage McLaurin
 Y O U

                    talmage Mclaurin aiFD, publisher at Flo-       that retain the earthy, natural environment
                 rists’ review enterprises, began his career in    in which the flowers were grown, giving off
                 his family’s flower shop. today his designs       an aura that is comforting and natural. “like
                 regularly appear in Florists’ review magazine     a cheery planted windowbox,” a woven wall
                 along with his monthly column, “trendspot-        pocket “corrals a wild grouping of colorful
                 ting.” an aiFD member since 1988, he received     flowers and foliages.” another container is a
                 the aiFD award of Distinguished service to        fan-shaped finger vase (Quintal horns), while
                 the Floral industry in 2008 and has presented     another is a vintage Chinese rice basket.
                 at aiFD’s national symposium five times.          Mingling flowers with maple leaves, spider

                    so it’s not surprising that we feature tal-    mums, asian pears, sea shells and other mas-
                 mage Mclaurin’s book, Flower styling,” a          terpieces of nature adds texture, depth, line,
                 Florists’ review publication, in our books for    color and creativity and makes this a book
                 You column. this awe-inspiring tome rings         every designer should possess.
                 true to its sub-title, “inspiring and inventive
                 Ways to Celebrate nature.” Mclaurin’s de-         available for $24.95 from Florists’ review,
                 signs capture the essence of color and texture    PO box 4368, topeka, Ks 66604; Phone 800
                 of fresh cut flowers in settings and containers   367-4708; see

 T H E B LO O M I N ’ N E W S                                            4                                               SEPT – OCT 2011
        Now Get Even More in Los Angeles. We’ll…
                                                                                SPAN THE GLOBE...
                                                                                �OR OUR OWN BACK YARD� TO FIND EXACTLY
                                                                                WHAT YOU NEED WHEN YOU NEED IT.

          KEEP IT COLD...

                                                                                  GIVE YOU SPACE TO CREATE…
                                                                                  & ACCESS TO EXPERTS AT OUR NEWLY
                                                                                  RENOVATED WAREHOUSE IN LOS ANGELES.


                                      From selling in a cold chain maintained
environment to sourcing flowers for your events and creating a spacious
production area that you can rent to meet your design needs, our goal              
is to put our long history of selling flowers to work for you. Stop by our
L.A. wholesale house or give us a call to learn more.                                        766 Wall St. | L.A. | CA 90014
    Solar Powers Life                                                                                                       at

                    ultures around the world embrace
                    myths about the sun, all of them
                    recognizing the sun’s importance
                    and value. Our lives as we know
                    them would not be possible
                    without the sun. The flower fields
    that once blanketed the Los Angeles area and
    helped California evolve into the flower basket of
    the nation, would not have existed without the
    brightest star in our universe, the sun.
                                                               An M&M Solar Solutions team member
      In recent years, advancing technology has
    catapulted our respect for the sun to energy-efficient,   team, describes as
    green systems friendly to the environment, that           “red tape and changes
    help reduce our carbon footprint while reducing           the city and DWP
    our energy costs. We’ve taken giant steps with solar      required.”      Those
    panels, which help us employ those life-giving rays       months hosted in-
    to powering our facilities and activities.                spections and meet-
      Several years ago, a long-time director of the          ings with various city,
    American Florists’ Exchange dba Los Angeles Flower        state and federal
    Market suggested that the AFE take advantage              agencies. It also in-
    of federal investment tax credits available for           cluded more permits          Jim Mellano
    photovoltaic solar installations using the sun, the       and work, such as
    sustainable green source of energy. It would be a         roofing and the upgrading of an electrical panel, to
    tremendous undertaking for a wholesale market             bring all aspects of the solar project into compliance
    that included multiple buildings, but the proactive       and readiness.
    idea enjoyed the full support of all the directors.         Working with M&M Solar Solutions (based in
    When federal subsidies became available again,            Orange, California and owned by Dan Marnien and
    the directors got the ball rolling.                       his sister Maryellen Blyzka), the 280 kilowatt solar
      Construction started on the solar installation at       system was installed across six different addresses
    the Original Los Angeles Flower Market on November        and eight rooftops, with each rooftop solar array
    29, 2010. It would be eight or nine months before         individually designed for that structure and roof
    the system could be turned on, due to what Jim            type. In terms of area used, it is the largest in all of
    Mellano, a member of the Market’s management              Los Angeles.

    The Original Los Angeles Flower Market Solar System:
6   • 1,246 panels capable of producing 280 kilowatts         • Offsets 90 % of the Market’s usage for its largest meter
Flower Market                                                                                                    by Peggi

       “Every install is unique, but the Flower Market                 ment to make the system a reality. Dan Marnien
     even more so,” says Marnien. “(The installation)                  spent so much time at the project overseeing the
     is the equivalent of approximately 55 average size                various phases that Jim Mellano jokingly says, “Dan
     residential systems. The total of all the arrays is               was here so much I think I saw him more in the last
     22,500 square feet, or a little more than one-half                year than I saw my wife.”
     acre. The largest single array is slightly larger than              Marnien’s take on the system, and his pride in it,
     half a football field.”                                           lend insight to unique aspects: “It is the first ‘line side
       The Flower Market’s 280kw solar system with its                 tap’ allowed by Los Angeles Department of Water
     1,246 Schuco USA panels is second in size only to                 and Power . . . And the first to be allowed to utilize
     the Staples Center’s 345kw system and it is the lar-              multiple (lot tied) buildings of solar arrays to be
     gest privately owned solar installation in downtown               connected to a single meter, some of which are three
                                      Los Angeles. The                 quarters of a block away on an adjacent street.”
                                      modern, highly effi-               Because the room housing the Market’s main
                                      cient system helps               meter was too small, M&M installed the SMA
                                      transport the historic           America 250U inverter on the first level of the
                                      facility into the 21st           parking structure, boring through twelve-inch brick
                                      century. M&M’s crew,             walls to run conduit. (During installation of the
                                      led by the company’s             inverter and new meter in June 2011, the Flower
                                      owner Dan Marnien,               Market’s power was delivered by generator for 24
                                      spent many hours                 hours, seamlessly.)
Mellano & Company solar installation,
representing one of eight rooftops    assembling        and              The Flower Market’s new solar system was finally
                                      testing their equip-             turned on in August, 2011 and a ribbon-cutting grand
                                                                       opening, sponsored by manufacturer Schuco USA on
                                                                       September, 20, 2011, celebrates a job well done, a
                                                                       milestone reached and much satisfaction to the board
                                                                       of directors of the American Florists’ Exchange.
                                                                         “I think it is important for AFE to do what it can to
                                                                       reduce its carbon footprint and save money, as it is
                                                                       important for all companies to do their part,” says
                                                                       Lizbeth Ecke, AFE board of directors president. “This
                                                                       is one of many projects that the AFE Board is and
                                                                       has been working on in the ongoing effort to keep
                    During the early phase of the solar installation
                                                                       our customers happy and our tenants profitable.”

    • Will reduce 8,724 tons of CO2 over 25 years                      Photovoltaic cell, or solar cell, collects sunshine (or photons
    • Will provide estimated savings of $748,276 over 25 years         from the sun’s rays) and converts its energy into electrical
    • Savings is the equivalent of 28,389,080 miles not driven;        power. It is usually made from a silicon-based alloy.
      or 149.5 acres of trees planted                                                                                                    7
      Looking for You at “Calif Flora 2011”                              Commerce, 5757 Telegraph Road, City of Commerce (at the
       at the Flower Market, October 8-9                                 Citadel Outlet Stores along I-5), phone 323 887-8100. Many
   With Saturday educational sessions on “Innovative                     others can be found in an online hotel search.
Wireworking,” “Cascading Bridal Bouquets,” “Ordinary to
Extraordinary,” “Trends in Tabletop Design,” “Designing                                     Gatsby Wedding a Hit
for Competition” and “Asian Inspirations in Contemporary                   At the California Floral Convention & Fun ‘n Sun Weekend at
Design” led by experienced, credentialed designers, this year’s          La Costa Resort, a “Gatsby Wedding,” similar to one presented
California State Floral Association convention will be a Big Hit.        at the Bixby Mansion last summer by California State Floral
   Among the presenters are Tony Alvarez AIFD CCF CFD, Reina             Association, was inspired by the Roaring ‘20s.Two husband-and-
Sumabat AIFD CFD, Michi Burrell AIFD CFD and America’s Cup               wife teams, including Debbie and Tony Alvarez, and Reina
Winner, Del Langdale, Darlene Montgomery CCF, and Roslyn                 and Ferdinand Sumabat, were the designers of this fun event
Dodds AIFD CCF CFD.                                                      and featured “live” models and designs that could easily make
   Sunday will be a full day with Student Design Competition             the transition from period bouquets to modern weddings.
(7 a.m. for pre-qualifying), Top Ten Design Competition, trade
show, new varieties display, the California Certified Florist                     SAF Invites You to Palm Springs
(CCF) pinning ceremony, and design shows featuring Tele-                   Business and personal benchmarks and strategies, floral
flora-sponsored Alex Jackson AIFD PFCI (Wedding Reception)               design, design demonstrations, contests, using current tech-
and Rene van Rems AIFD CCF CFD PFCI (“Bouquet Bash”).                    nology, marketing, trends, web analytics, industry awards,
   Accommodations: Coming from out-of-town? These hotels                 the Sylvia Cup and more await you at the Society of American
are within easy travel distance of the Market: Omni Hotel                Florists’ Annual Convention, September 14-17 at Rancho
(luxury) at 251 S. Olive street, phone 213 617-3300; J.W. Marriott       Mirage, CA. One of the most exciting and informative con-
Los Angeles Live at 900 W. Olympic, phone 213 765-8600; Hilton           ferences for florists and designers – and it’s right here in our
Checkers Hotel at 535 S. Grand Avenue, phone 213 624-0000.               backyard, just a couple hours’ drive. Don’t miss it! More details
Within easy driving distance from east of L.A. is the Doubletree         at or call 800 336-4743.

  POWeRING The ORIGINAL LOS ANGeLeS                                          Teleflora Florists Deliver 40,000 Smiles
    FLOWeR MARkeT ThROuGh SOLAR                                            In its annual “Make Someone Smile Week,” Teleflora florists
                                                                         distributed 40,000 floral arrangements in saffron smiley face

                                                                         mugs to hospital patients, senior citizens and Meals on Wheels
                                                                         recipients, eliciting thousands of smiles.
  Solar SolutionS
                                                                                        Is There a Pink Bouquet
                                                                                       in Your Floral Repertoire?
                                                                           A pink bouquet along with a promise to donate $1 (or
                                                                         another amount) of every pink bouquet order filled in October
                                            System design                (Breast Cancer Awareness Month) may attract a new group of

                                            and installation             consumers, precisely those with an emotional connection to
                                                                         someone with breast cancer.
                                            residential and
                                             Commercial                        New Transportation Hub Possible as
                                                                                Trade Agreements Move Forward
                                                                           At the urging of the California Cut Flower Commission, 31
                                                                         members of California’s congressional delegation signed a
               714 S. Wall Street                                        letter in July asking for language in the pending US/Colombia
                                                                         Free Trade Agreement to authorize $15 million to develop
             Los Angeles, CA 90014                                       the transportation center that will “help keep the cut flower
                 213-489-5483                                            industry alive.”
                                                                           “There is no industry that has been more adversely affected

T H E B LO O M I N ’ N E W S                                         8                                                SEPT – OCT 2011
by federal trade policies than California flower farmers,”              Korea and Panama. If ratified by congress, the trade pact with
said CCFC CEO Kasey Cronquist. (Since the Andean Trade                  Colombia would grant permanent duty-free status to flowers
Preference Act went into effect in 1991, cut flower production          coming from Colombia to the United States. This would likely
the U.S. has dropped 22 percent and growers have lost $89               pave the way for renewal of the Andean Trade preference
million.)                                                               Drug Eradication Act, which would provide duty-free status
   The transportation and distribution center will reduce               for flowers from Ecuador.
trans-port costs, preserve American jobs and help U.S. flower
growers remain competitive with Colombian counterparts.                        CCFC Showcases California Flowers
California Congressman Mike Thompson proposed an                                   on “Fresh Flower Friday”
Amendment to provide one-time seed money for a new                        CCFC’s “Fresh Flower Friday” campaign enjoyed more
national transportation and logistics center for California and         than 200 entries in its first two weeks of life on Facebook,
US cut flower shipments.                                                where it has surpassed the 2,500 fan level - and the buzz is
   Ratification agreements with Korea, Colombia and Panama              still growing. The contest’s first winner was from New York
would create more opportunity for California farmers to                 City. Winners are selected every other week and sent flowers
expand their markets in these countries.                                “just because.” CCFC has also been working with the Know A
                                                                        California Farmer campaign where their “Win Groceries for a
  Bob Gordon to Host European River Cruise                              Year” will feature “flowers for a year” as the first prize.
   Robert Gordon AIFD will host a river cruise tour April 12-
20, 2012, to include the spectacular, once-every-ten-years                          September is Balloon Month
”Floriade” event in The Netherlands. The cruise will be on                International Balloon Month is upon us and balloon vendors
the Ama Verda, a river ship with only 81 staterooms. Price in-          (including “Balloons Away”) at the Original Los Angeles
cludes meals and much more, and The Netherlands will be all             Flower Market are ready to serve you with unique designs and
abloom with tulips. For info, call Bob at 805 541-1532 or Chris         greetings, foil and latex balloons. For ideas and details about
Merkel at 877 651-7447 (                 planned balloon promotions, visit

              VIP Florist Network Partners
                 with FlowerChat .com
   The VIP Florist Network, which provides market-tested and
                                                                             SENDING F LOWERS TO A MERICA
turnkey marketing systems for US florists, is now partnering                     Over 100 Years of History of the
with to offer a low-cost, easy-to-use marketing                 Southern California Flower Industry
platform for customer retention and sales. VIP Florist Network

                                                                                                                    56             00
members get special pricing and a free membership to more
than 5,000 FlowerChat subscribers. VIP Florist Network was
launched in 1994 by Floral Management Magazine. It was                                                                              Each
founded by industry veteran Skip Shipman.                                   Sweepstakes winner “Birds and Bees”       (includes shipping)
                                                                              was designed by Charles Marder
                                                                               and modeled by Susan Fekety.
      Cross-Border Trucking Again in Force                                                                                The
   The governments of Mexico and the United States have                                                                  Perfect
signed a memo to resolve their long-standing dispute over                                                               Gift Year
cross-border trucking access under provisions of the North
American Free Trade Agreement (NAFTA). The deal is for three
years and eliminates Mexican tariffs on US imports. It’s a “major
                                                                                  Send check payable to American Florists’ Exchange to:
win for U.S. agriculture, American jobs and our economic                     AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
prosperity,” said Secretary of Agriculture Tom Vilsack.                          Also available at: and
                                                                                main entrance of the Original Los Angeles Flower Market.
             Committees Back Trade Pacts                                             Credit card payment acceptable with billing name,
                                                                                         address, card number and expiration date.
   House and Senate Committees have given preliminary
approval to pending trade agreements with Colombia, South

T H E B LO O M I N ’ N E W S                                        9                                                     SEPT – OCT 2011
In The Market
             “Fantastic” Patent Approved                                                         Sell Your Shop Faster and for the Highest Price Possible!
   David Fell of Hawaiian Sunshine Nursery, Inc. has been
                                        granted a patent for his
                                        Kalanchoe thrysiflora “Fan-
                                        tastic,” which has attracted
                                        substantial interest since its
                                        introduction two years ago.                                                 Available for Sale!
                                        “Fantastic” is a succulent
                                                                                                                                       50 year+ established
                                        perennial            with        compact                                                       Los Angeles flower shop
                                                                                                                                       Corner location, next to a cemetery
                                        form and stunning varie-                                                                       Huge lot with expansion potential
                                                                                                                                       Only $99,000! Seller will carry.
                                        gation that won the Favo-
                                        rite New Foliage Plant and
                                        Retailer’s          Choice            Award                      75+ year established
                                                                                                         Inland Empire flower shop
at the 2010 Tropical Plant Industry Exhibition. See more at                                              Website has great search engine placement
                                                                                                         Lots of house accounts                                                                               $115,000! Seller will carry.

         Posie Packer Debuts New Website                                                                                    I only sell Businesses!
   Canadian      agri-machine        manufacturer              Posie         Packer                      Sean Edelstein 949-551-2060
introduced a new website recently with mechanical aids for                                              
                                                                                                   Orange, Riverside, San Bernardino & Los Angeles Counties
all levels of the floral distribution channel. The intent is to help
lower labor costs and maximize value to the end consumer,                                                                                   An Independently Owned
by supplying alternatives to cutting flower stems underwater,                                                                             and Operated Member of The
                                                                                                                                       Prudential Real Estate Affiliates, Inc.
assembling bouquets, applying labels to pre-made sleeves,
and more. Visit
                                                                                                  Underwater Stem
                                           CLASS SCHEDULE
                                                                                                  Cutter Introduced
                                                                                                 Posie Packer’s new improved
                                                   Instruction Hours:
                                                                                               electric underwater flower stem
                                              Monday-Friday, 9 a.m. - 5 p.m.                   cutter makes it easy to have the
                                                      Floral Designer                          best in post harvest practices by
                                                 Jan 3-14, Feb. 28-March 11
                                              April 11-22, June 6-17, July 11-22               retail florists and designers. This
                                                 Sept 12-23, Oct 31-Nov 11
                                                                                               practical, compact unit (3 sq ft)
                                               Advanced Floral Designer
                                                   Jan 17-19, March 14-16                      was designed for all segments
Phil Rulloda’s                                      June 20-22, July 25-27
                                                    Sept 26-28, Nov 14-16                      of the floral industry. It offers
Basic & Advanced                             Advanced Wedding Designer
                                           Jan 24-25, April 4-5, June 27-28, Oct 3-4
                                                                                               constant water filtering, proven electrical-mechanical design,

Floral Design                               Special Events/Décor Designer
                                          Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
                                                                                               blades that can be re-sharpened, stainless steel construction
                                                                                               and a cutting cycle time of only three seconds. Estimated to
Exotics, European & Parallel,                    Design For Excellence                         increase productivity by up to 35 percent. See Posiepacker.
                                                          May 16-17
  Ikebana, Bridal & Party,                                                                     com or call 800 268-5136.
                                                 Permanent Botanicals
 Shop Ops, Pricing for Profit                       May 25-26, Sept 29-30

                                                  One Day Workshops                            Floral Supply Syndicate Releases New Catalog
                                                Hand Tied – March 21, Oct 17
                                                 Novelty – March 22, Oct 18                      Free upon request, the 152-page FSS catalog is “loaded
                                                  Holiday – December 10
                                                                                               with new vases and wedding decorative items,” says FSS
                                                                                               principal Richard Kanner. The company ships worldwide. FSS
                Southern California School of Floral Design
                                                                                               has stores in Camarillo, Los Angeles Flower Market, North Hills,
                   843 S. State College Boulevard, Anaheim, CA 92806
                 714 776-7445 or 800 981-7445 •                            San Diego, Santa Ana, and Upland, and merchandise can also
                                                                                               be viewed and purchased at

T H E B LO O M I N ’ N E W S                                                              10                                                             SEPT – OCT 2011
                                                                                                          Tech Today
       Flower Market Debuts New Website                                              BuSinESS DESign SinCE 1989
   The Original Los Angeles Flower Market of the American
Florists’ Exchange recently introduced its first website. The site,
enthusiastically welcomed by those who shop at the Market,
includes descriptions and photos of flowers available at the
Flower Market along with history, news, a blog, frequently
asked questions, vendor information, hours and directions
and the ability to pre-order from favorite wholesalers/vendors.
It also features an area where visitors can download the
current and most recent issues of the Bloomin’ News (yeah!).
The site has been called a “user-friendly gateway to the vast
floral inventories, floral accessories and expertise offered by

                                                                              The Right Design for Your
the 50+ independent member/vendors of The Original Los
Angeles Flower Market.” Check out this newcomer at www.                                                   Website, Newsletter, Book
         EZBloomers .com Announces Blog                                         or Company Manual introduced a new blog on their website,
as a “way to make the website more than just a place to buy                                Wordpix Solutions
flowers,” according to president Kimba Vasquez. Recent posts                                    Contact Peggi Ridgway
have discussed a humorous look at the floral industry, custom                            800 200-1101 /
floral arranging for the Fourth of July, and more. Check it out:
                                                                                  PRoDuCER oF THE Bloomin’ nEwS

        SAF Readies New Member Website                                     where members can customize their home pages and profiles,
   The Society of American Florists spent months developing                participate in groups and find other members with similar
a new, improved website at and introduced it                    interests. The “What’s New” product gallery takes the member
to members in late summer. More interactivity for members                  into the world of manufacturers, supplies and growers through
means features already used extensively on social networking               news and photos about their latest products and available
sites. “Association websites today are still primarily one-way             products. Members can also customize news and information
communication tools,” says SAF CEO Peter Moran. “SAF’s                     on their home pages.
new site is three-dimensional. It allows information to flow in              June van Wingerden of Ocean Breeze International said she
every direction.                                                           “could see someone spending hours on” the site.
   An example is MySAF, which is an interactive directory

                                                                                         Size             Single/Annual Rates
                                                                                      1/4 page               175, $150 each

                           Advertise in                                               1/2 page               $
                                                                                                                 400, $350 each

    The Bloomin’ News                                                                 1 page                     600, $525 each

                                                                                      Cover                  $
                                                                                                              800, $725 each
  Reach 5,500 florists and others in the So Cal floral industry!                                Guidelines & Details
 Published January, March, May, July, September & November                          The deadline to reserve ad space is six weeks be-
                                                                                    fore month of publication. You may submit your
                                                                                    own artwork or we will design an ad based on
              more Details:                                     information you provide. Except for cover ads, ad
                                                                                    position in the newsletter is subject to change.
 Contact: 800 200-1101/ Wordpix •

T H E B LO O M I N ’ N E W S                                          11                                                SEPT – OCT 2011
                                         The holidays:
                                         Prepare Now, Profit Later

                                                                                                                 By Sue Fuhrman

                                         Successful retail florists plan months ahead, ordering supplies, and strategizing and
                                         planning for extra staffing long before the needs arise . Prepare now for the winter holi-
                                         day retail rush, before you get busy, to improve your profits later .
                                         Identify your ideal customers. Look at last year’s holiday customers and their purchases. Make a list
                                         of last year’s customers and prepare to contact them with reminders. Target your ideal audience (age,
                                         occupation, interests, events and past buying history) by planning promotions that appeal to them.
                                         Identify your best-selling products for the holidays. Promote the new varieties, arrangements and
Halloween will be on Monday,             themes as well as traditional ones that appeal to your target audience. Take an informal survey of cur-
October 31, this year, so a lot of       rent customers (just a casual question while talking with them is fine) to learn what gifts they might
                                         be shopping for. Read industry articles about popular items and trends. Promote what your target
groups will celebrate by hold-
                                         customer wants.
ing very scary parties on the
preceding weekend. Last year,            Build your outreach program, on and off the Internet. Get involved with Facebook, Twitter,
the Society of American Florists         MySpace, LinkedIn and interactive websites for your community. Create a buzz. Publish a floral shop
suggested displaying a sign              chronicle each week – on your website, your blog and other websites - in which you share ideas for
in your shop window that says            flowers and gifts along with positive reviews and feedback. Share printed copies at community and
“Having a Halloween party? We            business meetings; and online through social networking. This helps make your shop the first one
have ‘boo-tiful’ flowers!”               people think of for gifts and flowers.

More SAF tips to help you grab           Review your budget. Prepare to be flexible as costs rise. Why not extend your hours during the
the ghosts-and-goblins’ Hallo-           height of the season? Shipping costs may increase. Additional advertising may be necessary. Prepare
ween business:                           to “spend money to make money.”
                                         Arrange for extra staffing. Don’t wait ‘til the last minute. Begin now to look for qualified workers and
• Display lots of pre-made Hallo-
                                         trainees who can fill in during the busy time.
  ween and Autumn arrangements.
                                         Source your raw materials. Get your wholesalers and suppliers list in order now. Know which com-
• Sponsor a Halloween Centerpiece        panies will easily fill your needs for white poinsettias, red ribbon, floral foam, blue hydrangeas and the
  Class and teach customers how to       myriad of materials and products in demand for the winter holidays.
  create their own party arrangments.
                                         Plan your promotions. Create a calendar and plug in the dates when you’ll run ads, send mailers, do
• Display lots of fresh Fall flowers     email and social media announcements, etc. Consider offering free shipping, buy-one get-one (bogo),
  and extra Halloween accents for        discounts on selected items and “deal of the day” or of the week. Have a press release professionally
  sale to encourage purchases by         written that announces your “black Friday” or “cyber Monday” promotions. Don’t just send the release
  shoppers and those who come in         to the local newspaper; post it online (free) at and at your website. Hire a high school or
  for your decorating class.             college student just for the purpose of typing and helping with mailings and online postings.
                                         Plan your website updates and specials. Get your graphics and pricing ready for the specials you’ll
• Invite parents and kids for an early
                                         run during the holidays.
  Halloween costume party. Serve
  candy and cider and give away a        Set your spa date. No, that’s not an error. Mark on your calendar the weekly date, time and place you
  door prize floral arrangement.         will create space and relaxation for yourself. Keeping this appointment with yourself throughout the
                                         busy season will help you remain clear-headed, focused, relaxed, in control and confident.
In the                                                                                                           SocIal

                                                                                                                If you thInk Twitter, Face-
                                                                                                                book, YouTube and blogs are silly,
                                                                                                                be warned that without a social me-
                                                                                                                dia presence, it’s your business that
“Imagine” Makes a Star of AIFD
                                                                                                                won’t be taken seriously by the me-
The American Institute of Floral Designers’ 2011 National Symposium, in San Francisco July 4-9,
                                                                                                                dia, other vendors or increasingly
made winners of many designers and itself. The recap video of the conference, viewable at http://
                                                                                                                Web savvy consumers. That’s what, shares the mood of an upbeat event                            Mandy Majerik AIFD PFCI of Hot-
where the “flower power” of the ‘60s was enjoyed by all. Fom the conference:                                    House Designs in Birmingham, Ala-
                                                                                                                bama told attendees during the “so-
Leaders for new term introduced:                                                                                cial media” panel at last year’s SAF
Tom Bowling AIFD PFCI, of Fairfield, Ohio, was installed as AIFD president, succeeding Sharon                   Annual Convention. Majerik tweeted
McGukin AIFD AAF PFCI. Installed as president-elect was Ann Jordan AIFD AAF of Naples, ME. John                 her way into the pages of Southern
Kittinger AIFD is the new vice president and Tim Farrell AIFD AAF PFCI is secretary. Richard Sal-               Bride. “Show your attitude, show off
vaggio AIFD AAF of Teleflora Los Angeles continues as treasurer. Regional leaders and directors-                your work and always, always, always
at-large were elected and named, including Santa Barbara designer Michael Quesada AIFD of Ka-                   give some of that Facebook love
leidoscope Flowers , South West Chapter.                                                                        back” to other businesses, vendors
                                                                                                                and customers, she said.
Designers honored:
Twenty-six floral designers from all over the United                                                            SocIal medIa helps open
States, Canada, England and Korea, earned the cov-                                                              doors and despite its digital founda-
eted AIFD designation, including California’s own                                                               tion, helps your business become
Roslyn Dodds AIFD, of El Cajon. In addition, design-                                                            more personal. “So many other ven-
ers from eight countries including the United States                                                            dors who call me for business, with
were recently honored as Certified Floral Designers                                                             referrals or come into the shop, tell
(CFD). The two Californians in the CFD group include                                                            me they feel like they already know
Audrey M. Gardemeyer CFD from Wilton, CA, and                                                                   me because they follow my Tweets
So Jeng Kim CFD from Marina, CA.                                                                                or see pictures of my shop and staff
                                                                                                                on Facebook,” said fellow panelist
Special honors:                                                                                                 Georgianne Vinicombe of Monday
Eddie Payne AIFD of Brooksville Florist in Dade City,                                                           Morning Flowers and Balloon Co. of
                                                                   Roslyn Dodds earns AIFD honor                Yardley, Pennsylvania and Princeton,
FL was recognized by the American Institute of Flo-
                                                                                                                New Jersey. Vinicombe had booked
ral Designers with its Award of Distinguished Service
                                                                                                                a $2,300 event right before she left
to AIFD. Kelly Mace of Smithers-Oasis in Kent, Ohio, received the Award of Merit – Industry. Bou-
                                                                                                                for convention, from another vendor
quets to Art of San Francisco was recognized with the AIFD Award of Merit – Non-Industry. Bou-
                                                                                                                who found her through Twitter.
quets to Art is the largest fundraiser held to benefit the Fine Arts Museums of San Francisco and
one of the country’s premier floral events.
                                                                                                                and don’t dISmISS blog-
                                                                                                                ging. Panelist and 2008 Marketer of
                                                         Enjoy it for yourself:                                 the Year Rick Canale is blogging his
                                                         DVDs of the seminars, demonstrations
                                                                                                                way to higher search rankings for Ex-
                                                         and other activities held at AIFD’s 2011               otic Flowers. One tip from Canale:
                                                         National Symposium “Imagine” in San                    When a florist in your town goes out
                                                         Francisco can be ordered at http://                    of business, write about it on your
                                                                       blog, so that when someone search-
                                                         Dvds.htm.                                              es for that shop, your shop comes up
                                                         (Photo left) Designer Natasha Lisitsa AIFD trans-      in the search (and you can capture a
                                                         formed discarded palm tree fronds into this gigantic   new customer).
                                                         display with giant alliums and hand-tied bouquets.
                                                         Her husband Daniel Schultz is shown here. Photo by     SAF’s “10 Take Aways” from the SAF
                                                         Bruce Wright.                                          2010 Orlando Conference
     What’s Happening
     Check our website for Market shopping hours, parking info and more.

            September is International Balloon Month!                  28–30   Proflora, Bogota, Colombia – the world’s largest
            Find unique balloons at the Original Los                           fresh cut flower exhibition. or call
            Angeles Flower Market.                                             011-571-257-9311, x.0153.
Sept 3
            Los Angeles County Fair, Fairplex, Pomona, CA
–Oct 2
5           Labor Day                                                          Breast Cancer Awareness Month

7           FTD Annual Good Neighbor Day.                              2–5     Teleflora’s “Smart Everyday Design” educational
                                                                               session led by Susan Ayala AIFD at Teleflora Educa-
10          Gala in the Garden, San Diego Botanical Garden,                    tion Center in Oklahoma City. Call 800 456-7890 or
            5-10 p.m., $200/person. Honoring celebrated artist                 visit
            James Hubbell , proceeds benefit the Garden’s pro-
            grams. Call 760 436-3036 or visit           7–8     Yom Kippur

11          National Grandparents Day                                  8–9     CSFA’s “Calif Flora 2011,” “Top Ten” design
            Patriot Day                                                        contest, trade show and educational seminars
                                                                               including “Bouquet Bash” with Rene van Rems –
13          International Chocolate Day                                        Wedding Floral Demo and Fashion Showcase.
                                                                               Location: The Original Los Angeles Flower Market,
14          American Floral Endowment 50th anniversary
                                                                               754 Wall Street. Free parking. Register and get de-
            gala fundraising dinner, Westin Mission Hills,
                                                                               tails: 916 448-5266 or email:
            Palm Springs, CA. For details, contact daker@
   or call 703 838-5211.                             Columbus Day
            Also see
                                                                       14–17   Produce Marketing Association Fresh Summit In-
14–17       SAF Palm Springs 2011 – SAF’s 127th Annual                         ternational Convention & Exposition, Atlanta, GA.
            Convention, Westin Mission Hills, Rancho Mirage,                   Call 302 738-7100 or see
            CA. Call 800 336-4743 or 703 836-8700 or visit
                                                  15      Sweetest Day

18          L.A. Mart Fall Gift + Home Market; and the                 16      National Boss Day
            CMC Gift & Home Market
                                                                       16–19   Teleflora’s “Floral Educator: Commentating &
            World Flower Council Summit, London, England.                      Teaching” educational session led by Marie Acker-
            Call 480 242-1948 or see                    man AIFD AAF PFCI and Tom Bowling AIFD PFCI at
                                                                               the Teleflora Education Center in Oklahoma City.
25          “Hands-on Wedding Tablescape and Party                             Call 800 456-7890 or visit
            Décor Workshop,” 9 a.m. to 5 p.m., Rene van Rems
                                                                       19–21   WF&FSA 2011 Floral Distribution Conference,
            International Studio, Vista, CA. $245 includes ma-
            terials. To register, contact                 Doral Golf Resort, Miami, FL. Call 888 289-3372
            or call 888 824-7363. See                         or 410 573-0400, or see

                                                                       31      Halloween
25–28       Teleflora’s “A Season of Prosperity: Autumn &
            Christmas” educational session led by Tim Farrell
            AIFD PFCI at Teleflora Education Center in Oklahoma                Save the Dates
            City. Call 800 456-7890 or visit
                                                                               November 1-4, Horti Fair 2011, Amsterdam,
28          Rosh Hashana                                                       The Netherlands

     T H E B LO O M I N ’ N E W S                                 14                                             SEPT – OCT 2011
You can’t drop-ship

Florists lose $500 million every year to drop-shippers.
                                                                                                                  PRESORTED STANDARD
                                                                                                                      U.S. POSTAGE
754 Wall Street, Los Angeles, CA 90014                                                                               LOS ANGELES CA
                                                                                                                      PERMIT #3644

Calif flora 2011
SponSored by California State floral aSSoCiation and the original loS angeleS flower Market

             October 8-9, 2011
   766 Wall Street, Los Angeles, CA 90014
      “Top Ten” Floral Design Competition, Student Competition,
  Educational Seminars, Design Show, Trade Show, and much more!

                               “BOUQUET BASH” Presented by René van Rems
                                               Sunday, October 9, 2011
                                 ”Wedding Floral Demonstration and Fashion Showcase”
                               Celebrity designer René van Rems will feature fashion-forward floral creations in his
                               highly energetic program. He will produce a variety of unique wedding bouquets and
                               other décor, complete with models.
                               Get more details / register for the design competition / call CSFA: 916 448-5266 Or email

The American Florists Exchange will provide free parking for all attendees of the event. Plan on it!

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