VIEWS: 18 PAGES: 16 POSTED ON: 9/18/2011
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! D Enlarged to show market vendors Hours: 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 www.LAFlowerDistrict.com. 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! Contents 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: www.bloominnews.com. Subscription and advertising details at BloominNews.com. Life at the Flower Market 6 2 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 8 American Florists’ Exchange, Ltd., Los Angeles Flower Market Christine Duke, Lizbeth A. Ecke, Johnny Mellano, Jon Prechtl, John Williams, Christopher Calkins Potpourri 10 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 11 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: firstname.lastname@example.org Art Director Michael Wheary, Calypso Concepts Happenings/Calendar 14 LAFD Association Member Badge Program Frank Reyes 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696 Celebrating 90 Years in 2011 Subscribe Your Florist Friend California florists and those actively working in the California floral and horticulture industry are invited to join our mailing list at no cost. Subscribe at BloominNews. com or fax your name, business name and address to FAX 918 743-1105. You can also subscribe online to our email list to be notified when the PDF version of The It’s YOUR Bloomin’ News is available at BloominNews.com. Advertise in Bloomin’ News Flower Market! Our circulation is on the rise and we continue to hear from our readers – florists and others in the floral industry – about their love of this mini-magazine. That’s good news for our advertisers. Visit www.bloominnews.com or contact our editorial office for advertising rates and details. Phone (918) 743-1103; email: email@example.com. 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 LAFlowerDistrict.com 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. BOOKS 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 FO R 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 Floristsreview.com. 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... IN OUR CAREFULLY MAINTAINED COOLER, SO YOUR QUALITY GOODS WILL KEEP FRESHER, LONGER. GIVE YOU SPACE TO CREATE… & ACCESS TO EXPERTS AT OUR NEWLY RENOVATED WAREHOUSE IN LOS ANGELES. SHIP IT SAFE & SOUND… TO YOUR EVENT OR DESTINATION PRACTICALLY ANYWHERE IN THE SOUTHERN CALIFORNIA BASIN. 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 www.mellano.com 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 the C 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 Ridgway “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 Potpourri 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 SAFannualconvention.com 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 M&M 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 Potpourri 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 (firstname.lastname@example.org). planned balloon promotions, visit IBAonline.net. 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 FlowerChat.com 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 ‘Round! 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: www.FlowerMarketHistory.com 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 Hawaiisunshinenursery.com. $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 www.4saleflowershops.com 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 Posiepacker.com. All-Electric Underwater Stem 2011 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 • www.philrulloda.com San Diego, Santa Ana, and Upland, and merchandise can also be viewed and purchased at FSS.com. 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. originalLAflowermarket.com. Website, Newsletter, Book EZBloomers .com Announces Blog or Company Manual EZBloomers.com 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 / email@example.com floral arranging for the Fourth of July, and more. Check it out: PRoDuCER oF THE Bloomin’ nEwS EZBloomers.com. 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 SAFnow.org 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: www.bloominnews.com information you provide. Except for cover ads, ad position in the newsletter is subject to change. Contact: 800 200-1101/ Wordpix • firstname.lastname@example.org 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 PRweb.com 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. 12 ? In the SocIal GOT THE NEWS: medIa JItteRS 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 aifd.org/NewNews/2011Symposium/2011SympRecap.htm, 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 aifd.org/NewMarketplace/Imagine 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 13 What’s Happening Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more. September 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. Proflora.org.co or call Angeles Flower Market. 011-571-257-9311, x.0153. Sept 3 Los Angeles County Fair, Fairplex, Pomona, CA –Oct 2 October 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 Myteleflora.com. James Hubbell , proceeds benefit the Garden’s pro- grams. Call 760 436-3036 or visit SDBGarden.org. 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: email@example.com. Palm Springs, CA. For details, contact daker@ afeendowment.org or call 703 838-5211. Columbus Day 10 Also see Endowment.org. 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 PMA.com/freshsummit. CA. Call 800 336-4743 or 703 836-8700 or visit SAFnow.org. 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- 22–27 Call 480 242-1948 or see Worldflowercouncil.org 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 Myteleflora.com. 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 firstname.lastname@example.org Doral Golf Resort, Miami, FL. Call 888 289-3372 or call 888 824-7363. See Renevanrems.com. or 410 573-0400, or see WFFSA.org. 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 Myteleflora.com. 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 artistry. Florists lose $500 million every year to drop-shippers. PRESORTED STANDARD U.S. POSTAGE PAID 754 Wall Street, Los Angeles, CA 90014 LOS ANGELES CA PERMIT #3644 CHANGE SERVICE REQUESTED 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 email@example.com The American Florists Exchange will provide free parking for all attendees of the event. Plan on it!
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