PDF - The Los Angeles Flower Market

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
Los Angeles Flower Market
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
Imported Flowers
from Paradise, Inc. . . . . . . . . 213 488.1443
Dan Stamis Wholesale . . . . 213 622.6770
A. Dalsol Orchid Warehouse . . . . 213 614-1925
4.
B. Floral Delivery Co-op . . . . . . . 213 623.6974
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 387.1357
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667
December Only
D. See detail (above right)
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
F. Mellano & Company . . . . . . . . 213 622.0796
Full Service
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . 213 622.0796
Full Service
7B.
Dayro’s Wholesale . . . . . . . . 213 623.5177
8.
H.O. Norman . . . . . . . . . . . . . 213 614.1031
Street map above
I. Dayro’s Wholesale . . . . . . . . . . 213 623.4355
Greens
Roses
Full Service
Roses & Cut Flowers
Roses & Cut Flowers
Floral Supplies
J. J. Dayro’s Certified
Florist, Inc. . . . . . . . . . . . . . . . . . 213 623.5239
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
K. Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
Roses
Miscellaneous Cut Flowers
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
17.
Stelzner Wholesale . . . . . . . 213 891.1514
18.
Zavala Wholesale Flowers . . 213 488.0085
20.
Miscellaneous & Exotic Flowers
Miscellaneous Cut Flowers
Cal Pom Pons . . . . . . . . . . . . . 213 623.6651
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
26.
Gonzalez Wholesale . . . . . . 213 613.0756
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683.8819
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
Paraiso Flowers . . . . . . . . . . 213 488-0376
39.
Full Service
40.
Miscellaneous Cut Flowers
42.
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . .213 688-8805
Cut Flowers
Paradise Gardens . . . . . . . . 213 488.5144
44.
Full Service
45.
Orchids
50.
Fruit, Candy & Stuffed Animals
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Sanchez, Martin . . . . . . . . . 213 629.4154
Supermarket Florals, Rose Petals & Roses
We Look Forward to Seeing You Soon!
Contents
Cover Story: Solar Powers
This newsmagazine is published bi-monthly by The Los Angeles Flower Market of
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
Los Angeles Flower Market of the American Florists’ Exchange
LA Flower Market Map
www.originalLAflowermarket.com
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
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Potpourri
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Los Angeles Flower Market Hours & Info
In the Market
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.originalLAflowermarket.com
Editorial and Advertising
Tech Today
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: peg@wordpix.com
Art Director
Happenings/Calendar
Michael Wheary, Calypso Concepts
6
2
4
8
10
11
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
Bloomin’ News is available at BloominNews.com.
It’s YOUR
Flower Market!
Advertise in Bloomin’ News
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: peg@wordpix.com.
Index to Advertisers
The Original
Los Angeles Flower Market
Calif Flora 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
M&M Solar Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . . . Page 10
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . Page 10
754 Wall Street, Los Angeles
LAFlowerDistrict.com
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
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
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
another
opportunity.
continuing to develop programs
DeVries and Ortiz Recognized
by NORCAL/CAFG&S
and services that help make
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 Convention 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
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.
FO R
Y O U
BOOKS
Joe Guggia Coaches Symposium Designers
Flower Styling, by Talmage McLaurin
Talmage McLaurin AIFD, publisher at Florists’ Review Enterprises, began his career in
his family’s flower shop. Today his designs
regularly appear in Florists’ Review magazine
along with his monthly column, “Trendspotting.” An AIFD member since 1988, he received
the AIFD Award of Distinguished Service to
the Floral Industry in 2008 and has presented
at AIFD’s National Symposium five times.
So it’s not surprising that we feature Talmage McLaurin’s book, Flower Styling,” a
Florists’ Review publication, in our Books for
You column. This awe-inspiring tome rings
true to its sub-title, “Inspiring and Inventive
Ways to Celebrate Nature.” McLaurin’s designs capture the essence of color and texture
of fresh cut flowers in settings and containers
T H E B LO O M I N ’ N E W S that retain the earthy, natural environment
in which the flowers were grown, giving off
an aura that is comforting and natural. “Like
a cheery planted windowbox,” a woven wall
pocket “corrals a wild grouping of colorful
flowers and foliages.” Another container is a
fan-shaped finger vase (Quintal horns), while
another is a vintage Chinese rice basket.
Mingling flowers with maple leaves, spider
mums, Asian pears, sea shells and other masterpieces of nature adds texture, depth, line,
color and creativity and makes this a book
every designer should possess.
Available for $24.95 from Florists’ Review,
PO box 4368, Topeka, KS 66604; Phone 800
367-4708; see Floristsreview.com.
4
SEPT – OCT 2011
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
Now Get Even More in Los Angeles. We’ll…
SPAN THE GLOBE...
�OR OUR OWN BACK YARD� TO FIND EXACTLY
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KEEP IT COLD...
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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.
)&-1*/(:064&--.03&'-08&34From selling in a cold chain maintained
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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.
In recent years, advancing technology has
catapulted our respect for the sun to energy-efficient,
green systems friendly to the environment, that
help reduce our carbon footprint while reducing
our energy costs. We’ve taken giant steps with solar
panels, which help us employ those life-giving rays
to powering our facilities and activities.
Several years ago, a long-time director of the
American Florists’ Exchange dba Los Angeles Flower
Market suggested that the AFE take advantage
of federal investment tax credits available for
photovoltaic solar installations using the sun, the
sustainable green source of energy. It would be a
tremendous undertaking for a wholesale market
that included multiple buildings, but the proactive
idea enjoyed the full support of all the directors.
When federal subsidies became available again,
the directors got the ball rolling.
Construction started on the solar installation at
the Original Los Angeles Flower Market on November
29, 2010. It would be eight or nine months before
the system could be turned on, due to what Jim
Mellano, a member of the Market’s management
An M&M Solar Solutions team member
team, describes as
“red tape and changes
the city and DWP
required.”
Those
months hosted inspections and meetings with various city,
state and federal
agencies. It also included more permits
Jim Mellano
and work, such as
roofing and the upgrading of an electrical panel, to
bring all aspects of the solar project into compliance
and readiness.
Working with M&M Solar Solutions (based in
Orange, California and owned by Dan Marnien and
his sister Maryellen Blyzka), the 280 kilowatt solar
system was installed across six different addresses
and eight rooftops, with each rooftop solar array
individually designed for that structure and roof
type. In terms of area used, it is the largest in all of
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
“Every install is unique, but the Flower Market
even more so,” says Marnien. “(The installation)
is the equivalent of approximately 55 average size
residential systems. The total of all the arrays is
22,500 square feet, or a little more than one-half
acre. The largest single array is slightly larger than
half a football field.”
The Flower Market’s 280kw solar system with its
1,246 Schuco USA panels is second in size only to
the Staples Center’s 345kw system and it is the largest privately owned solar installation in downtown
Los Angeles. The
modern, highly efficient system helps
transport the historic
facility into the 21st
century. M&M’s crew,
led by the company’s
owner Dan Marnien,
spent many hours
Mellano & Company solar installation,
assembling
and
representing one of eight rooftops
testing their equip-
During the early phase of the solar installation
• Will reduce 8,724 tons of CO2 over 25 years
• Will provide estimated savings of $748,276 over 25 years
• Savings is the equivalent of 28,389,080 miles not driven;
or 149.5 acres of trees planted
by Peggi
Ridgway
ment to make the system a reality. Dan Marnien
spent so much time at the project overseeing the
various phases that Jim Mellano jokingly says, “Dan
was here so much I think I saw him more in the last
year than I saw my wife.”
Marnien’s take on the system, and his pride in it,
lend insight to unique aspects: “It is the first ‘line side
tap’ allowed by Los Angeles Department of Water
and Power . . . And the first to be allowed to utilize
multiple (lot tied) buildings of solar arrays to be
connected to a single meter, some of which are three
quarters of a block away on an adjacent street.”
Because the room housing the Market’s main
meter was too small, M&M installed the SMA
America 250U inverter on the first level of the
parking structure, boring through twelve-inch brick
walls to run conduit. (During installation of the
inverter and new meter in June 2011, the Flower
Market’s power was delivered by generator for 24
hours, seamlessly.)
The Flower Market’s new solar system was finally
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
our customers happy and our tenants profitable.”
Photovoltaic cell, or solar cell, collects sunshine (or photons
from the sun’s rays) and converts its energy into electrical
power. It is usually made from a silicon-based alloy.
7
Potpourri
Looking for You at “Calif Flora 2011”
at the Flower Market, October 8-9
Commerce, 5757 Telegraph Road, City of Commerce (at the
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
Gatsby Wedding a Hit
Extraordinary,” “Trends in Tabletop Design,” “Designing
for Competition” and “Asian Inspirations in Contemporary
Design” led by experienced, credentialed designers, this year’s
La Costa Resort, a “Gatsby Wedding,” similar to one presented
At the California Floral Convention & Fun ‘n Sun Weekend at
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.
Teleflora Florists Deliver 40,000 Smiles
Powering the Original Los Angeles
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
and Installation
(Breast Cancer Awareness Month) may attract a new group of
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
Los Angeles, CA 90014
213-489-5483
letter in July asking for language in the pending US/Colombia
Free Trade Agreement to authorize $15 million to develop
the transportation center that will “help keep the cut flower
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
CCFC Showcases California Flowers
on “Fresh Flower Friday”
growers remain competitive with Colombian counterparts.
California Congressman Mike Thompson proposed an
Amendment to provide one-time seed money for a new
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
CCFC’s “Fresh Flower Friday” campaign enjoyed more
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-
September is Balloon Month
20, 2012, to include the spectacular, once-every-ten-years
”Floriade” event in The Netherlands. The cruise will be on
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 (cmerkel@cruiseshipcenters.com).
planned balloon promotions, visit IBAonline.net.
VIP Florist Network Partners
with FlowerChat.com
International Balloon Month is upon us and balloon vendors
SENDING F LOWERS TO A MERICA
The VIP Florist Network, which provides market-tested and
Over 100 Years of History of the
Southern California Flower Industry
turnkey marketing systems for US florists, is now partnering
with FlowerChat.com to offer a low-cost, easy-to-use marketing
platform for customer retention and sales. VIP Florist Network
than 5,000 FlowerChat subscribers. VIP Florist Network was
launched in 1994 by Floral Management Magazine. It was
founded by industry veteran Skip Shipman.
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
Cross-Border Trucking Again in Force
56
$
members get special pricing and a free membership to more
The governments of Mexico and the United States have
signed a memo to resolve their long-standing dispute over
cross-border trucking access under provisions of the North
00
Each
(includes shipping)
The
Perfect
Gift Year
‘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:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
win for U.S. agriculture, American jobs and our economic
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 “Fantastic,” which has attracted
substantial interest since its
Available for Sale!
introduction two years ago.
“Fantastic” is a succulent
perennial
with
50 year+ established
Los Angeles flower shop
compact
Corner location, next to a cemetery
Huge lot with expansion potential
Only $99,000! Seller will carry.
form and stunning variegation that won the Favorite 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.
Hawaiisunshinenursery.com.
Posie Packer Debuts New Website
Canadian
agri-machine
manufacturer
Posie
I only sell Businesses!
Sean Edelstein 949-551-2060
Packer
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
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
by supplying alternatives to cutting flower stems underwater,
assembling bouquets, applying labels to pre-made sleeves,
and more. Visit Posiepacker.com.
All-Electric
Underwater Stem
Cutter Introduced
2011
Posie Packer’s new improved
CLASS SCHEDULE
electric underwater flower stem
Instruction Hours:
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
Sept 12-23, Oct 31-Nov 11
retail florists and designers. This
practical, compact unit (3 sq ft)
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
was designed for all segments
Jan 17-19, March 14-16
June 20-22, July 25-27
Sept 26-28, Nov 14-16
of the floral industry. It offers
Advanced Wedding Designer
constant water filtering, proven electrical-mechanical design,
Jan 24-25, April 4-5, June 27-28, Oct 3-4
blades that can be re-sharpened, stainless steel construction
Special Events/Décor Designer
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
and a cutting cycle time of only three seconds. Estimated to
Design For Excellence
increase productivity by up to 35 percent. See Posiepacker.
May 16-17
com or call 800 268-5136.
Permanent Botanicals
May 25-26, Sept 29-30
Floral Supply Syndicate Releases New Catalog
One Day Workshops
Hand Tied – March 21, Oct 17
Novelty – March 22, Oct 18
Holiday – December 10
Free upon request, the 152-page FSS catalog is “loaded
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
San Diego, Santa Ana, and Upland, and merchandise can also
714 776-7445 or 800 981-7445 • www.philrulloda.com
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
Business Design Since 1989
Flower Market Debuts New Website
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
Website, Newsletter, Book
or Company Manual
the 50+ independent member/vendors of The Original Los
Angeles Flower Market.” Check out this newcomer at www.
originalLAflowermarket.com.
EZBloomers.com Announces Blog
EZBloomers.com introduced a new blog on their website,
Wordpix Solutions
as a “way to make the website more than just a place to buy
flowers,” according to president Kimba Vasquez. Recent posts
Contact Peggi Ridgway
have discussed a humorous look at the floral industry, custom
800 200-1101 / info@wordpix.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
Advertise in
The Bloomin’ News
Reach 5,500 florists and others in the So Cal floral industry!
Published January, March, May, July, September & November
More Details: www.bloominnews.com
Contact: 800 200-1101/ Wordpix • peg@wordpix.com
T H E B LO O M I N ’ N E W S 11
Size
Single/Annual Rates
1/4 page
$
175, $150 each
1/2 page
$
400, $350 each
1 page
$
600, $525 each
Cover
$
800, $725 each
Guidelines & Details
The deadline to reserve ad space is six weeks before month of publication. You may submit your
own artwork or we will design an ad based on
information you provide. Except for cover ads, ad
position in the newsletter is subject to change.
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 holiday 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.
Halloween will be on Monday,
October 31, this year, so a lot of
groups will celebrate by holding very scary parties on the
preceding weekend. Last year,
the Society of American Florists
suggested displaying a sign
in your shop window that says
“Having a Halloween party? We
have ‘boo-tiful’ flowers!”
More SAF tips to help you grab
the ghosts-and-goblins’ Halloween business:
• Display lots of pre-made Halloween and Autumn arrangements.
• Sponsor a Halloween Centerpiece
Class and teach customers how to
create their own party arrangments.
• Display lots of fresh Fall flowers
and extra Halloween accents for
sale to encourage purchases by
shoppers and those who come in
for your decorating class.
• Invite parents and kids for an early
Halloween costume party. Serve
candy and cider and give away a
door prize floral arrangement.
12
Identify your best-selling products for the holidays. Promote the new varieties, arrangements and
themes as well as traditional ones that appeal to your target audience. Take an informal survey of current 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
customer wants.
Build your outreach program, on and off the Internet. Get involved with Facebook, Twitter,
MySpace, LinkedIn and interactive websites for your community. Create a buzz. Publish a floral shop
chronicle each week – on your website, your blog and other websites - in which you share ideas for
flowers and gifts along with positive reviews and feedback. Share printed copies at community and
business meetings; and online through social networking. This helps make your shop the first one
people think of for gifts and flowers.
Review your budget. Prepare to be flexible as costs rise. Why not extend your hours during the
height of the season? Shipping costs may increase. Additional advertising may be necessary. Prepare
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
trainees who can fill in during the busy time.
Source your raw materials. Get your wholesalers and suppliers list in order now. Know which companies will easily fill your needs for white poinsettias, red ribbon, floral foam, blue hydrangeas and the
myriad of materials and products in demand for the winter holidays.
Plan your promotions. Create a calendar and plug in the dates when you’ll run ads, send mailers, do
email and social media announcements, etc. Consider offering free shipping, buy-one get-one (bogo),
discounts on selected items and “deal of the day” or of the week. Have a press release professionally
written that announces your “black Friday” or “cyber Monday” promotions. Don’t just send the release
to the local newspaper; post it online (free) at PRweb.com and at your website. Hire a high school or
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
run during the holidays.
Set your spa date. No, that’s not an error. Mark on your calendar the weekly date, time and place you
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
NEWS:
“Imagine” Makes a Star of AIFD
The American Institute of Floral Designers’ 2011 National Symposium, in San Francisco July 4-9,
made winners of many designers and itself. The recap video of the conference, viewable at http://
aifd.org/NewNews/2011Symposium/2011SympRecap.htm, shares the mood of an upbeat event
where the “flower power” of the ‘60s was enjoyed by all. Fom the conference:
Leaders for new term introduced:
Tom Bowling AIFD PFCI, of Fairfield, Ohio, was installed as AIFD president, succeeding Sharon
McGukin AIFD AAF PFCI. Installed as president-elect was Ann Jordan AIFD AAF of Naples, ME. John
Kittinger AIFD is the new vice president and Tim Farrell AIFD AAF PFCI is secretary. Richard Salvaggio AIFD AAF of Teleflora Los Angeles continues as treasurer. Regional leaders and directorsat-large were elected and named, including Santa Barbara designer Michael Quesada AIFD of Kaleidoscope Flowers , South West Chapter.
Designers honored:
Twenty-six floral designers from all over the United
States, Canada, England and Korea, earned the coveted AIFD designation, including California’s own
Roslyn Dodds AIFD, of El Cajon. In addition, designers from eight countries including the United States
were recently honored as Certified Floral Designers
(CFD). The two Californians in the CFD group include
Audrey M. Gardemeyer CFD from Wilton, CA, and
So Jeng Kim CFD from Marina, CA.
Special honors:
Eddie Payne AIFD of Brooksville Florist in Dade City,
Roslyn Dodds earns AIFD honor
FL was recognized by the American Institute of Floral Designers with its Award of Distinguished Service
to AIFD. Kelly Mace of Smithers-Oasis in Kent, Ohio, received the Award of Merit – Industry. Bouquets to Art of San Francisco was recognized with the AIFD Award of Merit – Non-Industry. Bouquets 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.
Enjoy it for yourself:
DVDs of the seminars, demonstrations
and other activities held at AIFD’s 2011
National Symposium “Imagine” in San
Francisco can be ordered at http://
aifd.org/NewMarketplace/Imagine
Dvds.htm.
(Photo left) Designer Natasha Lisitsa AIFD transformed discarded palm tree fronds into this gigantic
display with giant alliums and hand-tied bouquets.
Her husband Daniel Schultz is shown here. Photo by
Bruce Wright.
?
SOCIAL
MEDIA
JITTERS
Got
the
If you think Twitter, Facebook, YouTube and blogs are silly,
be warned that without a social media presence, it’s your business that
won’t be taken seriously by the media, other vendors or increasingly
Web savvy consumers. That’s what
Mandy Majerik AIFD PFCI of HotHouse Designs in Birmingham, Alabama told attendees during the “social media” panel at last year’s SAF
Annual Convention. Majerik tweeted
her way into the pages of Southern
Bride. “Show your attitude, show off
your work and always, always, always
give some of that Facebook love
back” to other businesses, vendors
and customers, she said.
Social media helps open
doors and despite its digital foundation, helps your business become
more personal. “So many other vendors who call me for business, with
referrals or come into the shop, tell
me they feel like they already know
me because they follow my Tweets
or see pictures of my shop and staff
on Facebook,” said fellow panelist
Georgianne Vinicombe of Monday
Morning Flowers and Balloon Co. of
Yardley, Pennsylvania and Princeton,
New Jersey. Vinicombe had booked
a $2,300 event right before she left
for convention, from another vendor
who found her through Twitter.
And don’t dismiss blogging. Panelist and 2008 Marketer of
the Year Rick Canale is blogging his
way to higher search rankings for Exotic Flowers. One tip from Canale:
When a florist in your town goes out
of business, write about it on your
blog, so that when someone searches for that shop, your shop comes up
in the search (and you can capture a
new customer).
SAF’s “10 Take Aways” from the SAF
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!
Find unique balloons at the Original Los
Angeles Flower Market.
28–30
Proflora, Bogota, Colombia – the world’s largest
fresh cut flower exhibition. Proflora.org.co or call
011-571-257-9311, x.0153.
Sept 3
–Oct 2
Los Angeles County Fair, Fairplex, Pomona, CA
October
5
Labor Day
Breast Cancer Awareness Month
7
FTD Annual Good Neighbor Day.
2–5
10
Gala in the Garden, San Diego Botanical Garden,
5-10 p.m., $200/person. Honoring celebrated artist
James Hubbell , proceeds benefit the Garden’s programs. Call 760 436-3036 or visit SDBGarden.org.
Teleflora’s “Smart Everyday Design” educational
session led by Susan Ayala AIFD at Teleflora Education Center in Oklahoma City. Call 800 456-7890 or
visit Myteleflora.com.
7–8
Yom Kippur
8–9
CSFA’s “Calif Flora 2011,” “Top Ten” design
contest, trade show and educational seminars
including “Bouquet Bash” with Rene van Rems –
Wedding Floral Demo and Fashion Showcase.
Location: The Original Los Angeles Flower Market,
754 Wall Street. Free parking. Register and get details: 916 448-5266 or email: aquinn@cgfa.org.
10
Columbus Day
14–17
Produce Marketing Association Fresh Summit International Convention & Exposition, Atlanta, GA.
Call 302 738-7100 or see PMA.com/freshsummit.
15
Sweetest Day
16
National Boss Day
16–19
Teleflora’s “Floral Educator: Commentating &
Teaching” educational session led by Marie Ackerman AIFD AAF PFCI and Tom Bowling AIFD PFCI at
the Teleflora Education Center in Oklahoma City.
Call 800 456-7890 or visit Myteleflora.com.
19–21
WF&FSA 2011 Floral Distribution Conference,
Doral Golf Resort, Miami, FL. Call 888 289-3372
or 410 573-0400, or see WFFSA.org.
31
Halloween
11
National Grandparents Day
Patriot Day
13
International Chocolate Day
14
American Floral Endowment 50th anniversary
gala fundraising dinner, Westin Mission Hills,
Palm Springs, CA. For details, contact daker@
afeendowment.org or call 703 838-5211.
Also see Endowment.org.
14–17
SAF Palm Springs 2011 – SAF’s 127th Annual
Convention, Westin Mission Hills, Rancho Mirage,
CA. Call 800 336-4743 or 703 836-8700 or visit
SAFnow.org.
L.A. Mart Fall Gift + Home Market; and the
CMC Gift & Home Market
18
22–27
World Flower Council Summit, London, England.
Call 480 242-1948 or see Worldflowercouncil.org
25
“Hands-on Wedding Tablescape and Party
Décor Workshop,” 9 a.m. to 5 p.m., Rene van Rems
International Studio, Vista, CA. $245 includes materials. To register, contact rene@renevanrems.com
or call 888 824-7363. See Renevanrems.com.
25–28
28
Teleflora’s “A Season of Prosperity: Autumn &
Christmas” educational session led by Tim Farrell
AIFD PFCI at Teleflora Education Center in Oklahoma
City. Call 800 456-7890 or visit Myteleflora.com.
Save the Dates
November 1-4, Horti Fair 2011, Amsterdam,
The Netherlands
Rosh Hashana
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.
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PRESORTED STANDARD
U.S. POSTAGE
PAID
754 Wall Street, Los Angeles, CA 90014
CHANGE SERVICE REQUESTED
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 aquinn@cgfa.org
The American Florists Exchange will provide free parking for all attendees of the event. Plan on it!