A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. September – October 2011 • Volume 20 - Number 5
Life at the
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
Awesome Autumn Textures, Colors and Prices
Await You at the Original Los Angeles Flower Market!
Enlarged to show
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
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
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
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
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: www.bloominnews.com. 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
Phone 800 200-1101; FAX 918 743-1105; Email: firstname.lastname@example.org
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
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.
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also subscribe online to our email list to be notified when the PDF version of The
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Advertise in Bloomin’ News
Our circulation is on the rise and we continue to hear from our readers – florists and
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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
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.
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 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.
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& ACCESS TO EXPERTS AT OUR NEWLY
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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
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 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
mugs to hospital patients, senior citizens and Meals on Wheels
recipients, eliciting thousands of smiles.
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.
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 (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
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: 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.
Posie Packer’s new improved
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.
Ikebana, Bridal & Party, com or call 800 268-5136.
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
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
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
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
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-
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.
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
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.
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
Check our website OriginalLAflowermarket.com 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. Proflora.org.co or call
Angeles Flower Market. 011-571-257-9311, x.0153.
Los Angeles County Fair, Fairplex, Pomona, CA
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
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-
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.
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
Florists lose $500 million every year to drop-shippers.
754 Wall Street, Los Angeles, CA 90014 LOS ANGELES CA
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!