March 2013 - Texas State Florists` Association

THE PUBLICATION OF THE TEXAS STATE FLORISTS’ ASSOCIATION
The Bloomin’ Texan
March 2013
Put the Power
of GO TEXAN
to Work
Member
Spotlight
Quick Takes
Focus on
Design
The Bloomin’ Texan c March 2013 / 1
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The Bloomin’ Texan c March 2013 / 2
The Bloomin’ Texan
MARCH 2013
VOLUME XXXIX
Table of Contents
Features
4
6
8
10
13
13
Member Spotlight
Put the Power of GO TEXAN to Work
Do You Have a Question Regarding
Employment Law?
Focus on Design
Scholarships Available Through the Texas Floral Endowment
Help Grow TSFA
3
3
8
12
14
14
15
Letter From the President
Advertisers Index
In Memoriam
Quick Takes
TSFA Order Exchange Network
Welcome New Members
Calendar of Events
Departments
Cover Credit
Floral design by Joyce Mason-Monheim
AIFD, PFCI, AZMF
Photography by Ron Derhacopian
Texas State Florist Assoc._Layout 1 4/5/12 9:10 AM
Special Thanks to:
Flowers&
magazine
Your first choice
for floral design
inspiration.
NUMBER 3
THE BLOOMIN’ TEXAN
The Official Publication of the Texas State Florists’ Association
P.O. Box 170760 • Austin, Texas 78717
512.834-0361 • FAX 512.834-2150 • 800.375-0361
www.tsfa.org • E-mail: txsfa@sbcglobal.net
TSFA BOARD
President: Bruce Easley AAF TMFA................................Gun Barrel City
Immediate Past President: Patrick Berry..................................... Dallas
First Vice President: Pam Fuller AAF TMFA........................... Harlingen
Second Vice President: Peggy Franklin TMF.......................... McKinney
Retail Directors:
Ann Cain......................................................................... Rockwall
Kaywin Kubesch AIFD TMFA............................................ Flatonia
Mary McCarthy TMFA.......................................... The Woodlands
Elaine Nevarez................................................................ Houston
Wholesale Directors:
Doug Liedtke................................................................... Amarillo
Hein Verver.................................................................... Arlington
Grower Director: John Cochrum............................................... Stafford
STAFF
Executive Director/Bloomin’ Texan Editor ......... Dianna Nordman AAF
Administrative Assistant.................................................... Emily Kissler
Production...................................................................... Barb Donovan
2012-2013 TSFA Bloomin’ Texan Editorial Advisory Board
Ann Cain, Chair, J.J. Akin TMF, Nora Cisneros TMFA, Rebecca J.
Espinosa TMFA, Annie Fentz, Jimmy Klepac, Dov E. Kupfer AIFD CFD,
Elaine Nevarez, Sandy Ramirez TMFA, Rey Rodriguez AAF CFD TMFA
The Bloomin’ Texan (USPS 304-350) is published monthly, except for July. $8 of the annual
membership dues is applied toward a subscription to The Bloomin’ Texan. Located at 9004-C
Anderson Mill Rd., Austin, TX 78729. Periodicals Postage Paid at Austin, Texas and at additional
mailing offices. Opinions expressed in this publication do not necessarily reflect official policy
of the Texas State Florists’ Association. POSTMASTER: Send address changes to The Bloomin’
Texan, P.O. Box 170760, Austin, TX 78717.
www.flowersandmagazine.com
Letter From
the President
Bruce Easley AAF TMFA, TSFA President
The month of MARCH is all about EDUCATION for TSFA. We now have
Valentine’s Day in the history books and I hope it was profitable for
everyone. The Education Committee has issued roller skates to all 30 of
its members and “Marching We Go!”
To learn about a
special deal for
first-time
In January, TSFA
lostsubscribers,
a vidal part of its membership from the past and
call 800-321-2665 or email
its future. Tubby
Adkisson AAF TMFA of Adkisson’s Floral in Greenville
ecohen@teleflora.com.
Be sure to mention the
passed awayTexas
at State
herFlorists’
home.
Association!Tubby was a huge mentor to many designers
and florists from around our state and abroad. In the beginning, she was
Scan the QR code
with your
smart
a huge part of TSFA’S
Education
Program. Her smile was infectious and
phone for more
information.
she will be dearly missed.
The first time I met Tubby, she made me feel
like we were old friends and we had known each other forever. She was
very proud of her involvement and her friends at TSFA.
I want to thank Coby Neal AIFD and staff for creating an incredible display
for Legislative Action Days at the Texas Capitol Rotunda. The flowers
Advertisers
7
Allied Florists of Houston
281.498.7261
www.alliedfloristsofhouseon.org
15 Benz School of Floral Design
972.845.1699
www.aggie-horticulture.tamu.edu.benz
Inside Front Cover: BloomNet
866.256.6663
14 Botanical Designs By Montgomery — 281.427.7454
14 Capt’n B Florist
800.542.8483
CaptainBFlorist1@aol.com
9
Flowers& Magazine
800.321.2665
www.flowersandmagazine.com
14 Franklin’s Flowers
972.542.0000
www.franklinsflowers.com
14 Freytag’s Florist
800.252.9145
www.freytagsflorist.com
15 GoTexan
877.99-GOTEX
www.gotexan.org
14 Heights Floral Shop ­—
713.862.8811 • 800.723.3252
www.heightsfloralshop.com
14 La Hacienda Flowers
888.543.2102
www.lahaciendaflowers.com
15 McShan Florist
800.331.3349, ext. 7931
www.mcshanflorist.com
Back Cover: Teleflora
800.421.2815
www.myteleflora.com
14 Tubbs of Flowers
800.288.1978
www.tubbsofflowers.com
14 Vast America
800.383.3338
www.vastamerica.com
were beautiful and everyone thought they were incredible. I would also
like to thank those TSFA members who attended, helping spread the word
to the members of the Texas Legislature and their Aides that the Texas
floral economy is strong. We thanked those that visited our floral display for
supporting the Internet deceptive floral listings law passed last session.
Now is the time for involvement. Become involved and learn new skills,
meet new people and network, teach others our skills and trade, and
most of all, have fun!
Here are a few ways you can get involved this month:
March 1 & 2 Basic Hands-On Floral Classes @ Southern Floral in Austin
March 9
High School Level 1 Testing College Station, TX
March 16
High School Level 1 Testing El Paso, TX
March 16
High School Level 1 Testing Pittsburg, TX
March 23
High School Level 1 Testing Skyline H.S. - Dallas, TX
April 13
High School Level 1 Testing Madison H.S- San Antonio, TX
All members are eligible to help but test grading must be done by a Texas
Master Florist. If you are interested in becoming a Texas Master Florist,
classes will be held at Texas A&M University on June 27-29th.
Be sure to visit our new website at TSFA.org. It’s been a long time in the
works and the staff has been busy working out the kinks. It’s much more
user friendly. Before long we will be able to register for TSFA design
events and convention and pay by credit card on the website.
Easter is March 31st and I hope everyone has a great holiday!
The Bloomin’ Texan c March 2013 / 3
MemberSpotlight
Jim Parks, J.B. Parks Wholesale Florist —A Real Pro
Written by Ann Cain
D
o you remember
the old Wolf Brand
Chili commercial?
The cowboy actor asks the
television audience, “How
long has it been since you’ve
had a big steaming bowl
of Wolf Brand chili,” then
answers his own question,
“well that’s too long.”
Jim and Martha Parks
“How long has it been since
you (retail florist) have had
a nice long visit with one
of your wholesalers,” my
answer is, “well that’s too
long.”
When Jim Parks at J.B. Parks Wholesale Florist agreed to sit down
with me for an interview, I promised I would be brief respecting
his busy schedule. Two hours later, I walked away from Parks’
establishment in the heart of downtown Dallas feeling like I had
made a great new friend. This man cares deeply about the floral
industry, and his knowledge of all aspects of the industry is amazing.
In his unassuming office where walls are lined with memorabilia,
awards and family photographs, Jim made me feel right at home.
No wonder J.B. Parks Wholesale Florist has been “home” to Jim for
as long as he can remember. The Ross Avenue location in Dallas has
been an institution for over seventy years.
The story begins with Jim’s dad, J.B. Parks, Senior. As a young man
in Dallas around 1935, J.B. Parks Senior began his career in the floral
industry working at Roselawn Floral on Ross Avenue. “The owner
of Roselawn was growing some of his own roses and other crops in
greenhouses in the Trinity River bottoms,” explained Jim. A practice
not as uncommon as this novice retailer imagined. “Similarly, there
were many small retail florists cultivating their own roses and other
flowers grown seasonally across the country,” Jim continued.
In 1937, Jim’s dad purchased Roselawn Floral, changed the name to
J.B. Parks Wholesale Florist, and the rest is history. “I heard stories
of my dad leaving home after dinner to go to the train station to
pick up a shipment of flowers arriving from Chicago or elsewhere.”
“Dad’s retail customers might drive from as far away as Wichita Falls
to meet him at the wholesale house at 7 or 8 pm to pick-up flowers
they had ordered and needed for the next day.”
“Remember, air transportation did not come into play until the
mid 1950s. Shortly thereafter, California growers became a huge
resource for wholesalers.” “The floral industry created plenty of air
freight business during this time and the airlines loved transporting
our light weight products on their propeller powered planes.” Jim
continued, “As a teenager working for my dad in the early 1960s, I
can remember the lenient regulations at Dallas Love Field. We could
occasionally actually drive onto the tarmac and off-load our flowers
from the plane.”
During World War II, Jim’s mother, Tommie Parks and her brotherin-law kept the business running while J. B. Parks Senior served his
country.
The Bloomin’ Texan c March 2013 / 4
Valentines is the worst time for an abundance of flowers. The
weather in January and February in California is cold and cloudy,
hurting most field crops. Colombia is susceptible to very cold
temperatures in early January just when the roses are the most
vulnerable. There is always the problem in Ecuador of over stressed
traffic on the roads and in the airports, and believe it or not,
volcanoes. So yes, this is a time for most wholesalers to exhibit a bit
of high anxiety.
Jim Parks, Sr.
As the business continued to grow in the mid 1950s, the Senior
Parks partnered with three other wholesalers, one from Canada,
one from Louisiana and one from Ohio to form Kessler and
Associates. Kessler and Associates opened a flower market “stand”
on the then famous Wall Street in the bustling flower market in Los
Angeles, California. Jim said they could get the best of the growers’
crops if they had a man directly there to oversee all the shipments.
Kessler and Associates remained active providing field and specialty
flowers to Parks until the mid 1970s.
1969 was a turning point in Jim Parks’ life. He graduated from North
Texas State University with a business major and a few nice job
offers from companies across the country. Jim was torn between
the excitement of the opportunity to work for a large company in a
new city or join the family business that had been a part of his life
for as long as he could remember.
Looking this enthralled retailer directly in the eye, Jim said
unequivocally, “I decided to join the family business for three
reasons!”
Jim explained: “First, dad and I had always had a good relationship.
He offered me the opportunity to manage and re-build the supply
side of the business. This part of the company had waned a bit and
I considered it a worthy challenge.”
“Second, I thought about the great life that my parents had in the
flower business. They were happy. They worked very hard, and I
realized they enjoyed some nice benefits as a result of their efforts.”
“Third, there were wonderful people in the floral business and I
knew it.”
Decision made! A good business, lots of friends, travel
opportunities and a chance to be happy. Why not give it a try? Jim
has not looked back.
At the time of this interview, Valentines was fast approaching.
Jim confessed to having a little case of the wholesale “jitters”. I
confessed to the same “jitter” symptoms as a retail florist. Have
I ordered too much or too little – applies to wholesaler and retail
owner.
There are good reasons to be on edge. For the last few years, there
has been an adequate supply of flowers in this area, but historically,
South America started shipping flowers into the US in the early
70’s-First, with just carnations and then poms and finally roses
and assorted products. By the early 80’s, they were becoming
a threat and a real competitor to the California flower growers.
Retail florists, on the other hand, were the winners because they
had a new source of high quality and varied products. “Over a
period of about ten years, many wholesalers were taken aback and
experienced a relearning curve with this transition,” explained Jim.
Jim Parks and his father before him were firm believers in
the benefits of membership and involvement in professional
associations. Jim has been actively involved in SAF and explained
that his service on the Florist Information Committee taught him
a great deal about the retail side of the business. The committee
brought together both retailers and wholesalers for exchange of
information; “it gave me a new and more complete perspective on
our businesses,” explained Jim.
TSFA holds a special place in Jim’s heart. Both he and Martha are
lifetime members. Jim loved attending conventions with his parents
and participating as a Junior florist, as well as meeting what became
long-time friends, many of whom he is proud to have as customers!
As far as the future of the floral industry, Jim is positive. “Only an
observation”, he disclaims, “but it seems that the retail florists who
are doing well in today’s market have a specialty i.e., weddings,
event planning, sympathy, etc. All of us, both wholesale and retail
must work all social media outlets and our advertising programs
really well!”
“Today’s consumer is very smart. They see something they like;
they do their homework, and come to the retailer with specifics in
mind. It is up to all of us to do our very best to provide the products
consumers request.”
Jim Parks remains a recognized leader in the industry, adding new
state of the art importing and assembly areas in the three key
shipping and growing areas of South America. Aligning his business
with consolidators allows J.B. Parks to bring farm fresh flowers direct
to retailers at grower-direct prices from Ecuador and Colombia.
Jim and his wife, Martha, have been married for forty-two years.
They have two children, James Parks III and Valerie Thomas, both
Dallas area attorneys, a wonderful daughter-in-law and son-in-law,
and two grandchildren who are an important part of their lives.
“How long has it been since you (retail florist) have had a nice long
visit with one of your wholesalers?” Not only did this retail florist
learn a lot, and come to a better understanding about the wholesale
side of the floral business; I made a wonderful new friend. Jim Parks
is a real pro!
The Bloomin’ Texan c March 2013 / 5
PUT THE POWER OF GO TEXAN
TO WORK
you source product for any theme you are trying to create. What
better way to show your GO TEXAN pride than by sourcing your
products from other GO TEXAN members.
GO TEXAN, with its signature certification mark
in the shape of Texas, celebrates, promotes and
supports Texas-grown businesses and their quality
products. Whether grown, sewn or served on a
plate, the products of Texas appeal to more than 26 million Texans
who shop, travel and dine out in support of the Lone Star State.
Social Media — Social media extends your reach using the speed
of the Internet. Take advantage of our GO TEXAN Facebook page
by posting your events and displaying your products. Connect with
other companies and customers on LinkedIn; GO TEXAN businesses
can find new partners via the members-only GO TEXAN LinkedIn
group. What about Twitter?
“Texans are loyal and want to purchase Texas products,” Texas
Agriculture Commissioner Todd Staples said. “The GO TEXAN
Marketing Program taps into that loyalty and helps to increase sales
of Texas goods.”
GO TEXAN App for iPhone and the GO TEXAN App for
Android™ — If you haven’t already done so contact the Texas
Department of Agriculture and make sure your business is
displayed. Inclusion is available at no charge to GO TEXAN florists.
Customers search the GO TEXAN apps every day to find local
companies.
As a GO TEXAN florist, you are invited to be represented on state,
national and international levels while helping build recognition of
the GO TEXAN certification mark. Consider becoming a GO TEXAN
member and get ready to enjoy the following promotional benefits:
Display the GO TEXAN certification mark — Use the GO
TEXAN certification mark on your marketing pieces, signs, vehicles,
invoices, print media, social media pages and website. The mark
tells consumers you are proud to be among an elite group of Texas
producers who place a priority on quality.
Network with other GO TEXAN members — GO TEXAN
members include growers, soap makers, herbalists, restaurants,
food manufacturers, wildlife ranches and many others that can help
GO TEXAN Partner Program (GOTEPP) — GOTEPP is a
matching funds grant program designed to promote your shop and
your use of local products. GOTEPP funds can be used to create
signs, build websites, wrap vehicles, purchase media and many
other marketing-related projects. Becoming a GO TEXAN member is
your first step toward applying.
To find your local GO TEXAN representative, visit gotexan.org,
or contact Richard De Los Santos, Texas Department of Agriculture
Coordinator for Marketing, at 512.463.7472 or Richard.
DeLosSantos@TexasAgriculture.gov.
The Power of
GO TEXAN
C ommissioner
T odd s Taples
T exas
d eparTmenT of
a griCulTure
“GO TEXAN helped us promote our business and
support the Texas Local Florist campaign. I encourage
all Texas florists to be a part of this program and take
advantage of the power of GO TEXAN.”
Bruce McShan, McShan Florist
GO TEXAN promotes the products,
culture and communities that call
Texas home. Tell the world you are
Texas-made. Join GO TEXAN.
Go TeXAN gets you buyers.
Be part of GO TEXAN, the most
comprehensive promotional campaign
ever launched for products grown,
produced, processed or manufactured
in Texas. The Texas Department of
Agriculture’s high-profile GO TEXAN
marketing program and promotional
activities generate widespread awareness among consumers.
www.gotexan.org
(877) 99-GOTEX
The Bloomin’ Texan c March 2013 / 6
The Bloomin’ Texan c March 2013 / 7
IN MEMORIAM
Nita “Tubby” Adkisson
Nita L. Adkisson, known always to
everyone as “Tubby” since an encounter with
a mean boy in the first grade at Armstrong
Elementary School, died Sunday, January
27, 2013 at Hunt Regional Medical Center in
Greenville.
Born August 30, 1925 to parents R. C.
Moore Sr. and Juanita Kaufman Moore, Tubby was 87. She was
born in and spent her childhood in Dallas, Texas and at an early
age became an accomplished pianist and life-long lover of music,
the piano, and the organ. She graduated from Highland Park High
School in 1943 where she was a member of the National Honor
Society and Secretary of the senior class. She declined a college
scholarship to move to Washington DC where she worked for the
US Government for the duration of World War II.
Upon her return to Texas, she met John W. “Jay” Adkisson,
Jr. on a blind date and they were married on Valentine’s Day in
1948 and remained married for almost 61 years until his death
on January 20, 2009. Jay and Tubby were business partners and
second generation owners of Adkisson’s Florist in Greenville,
Texas which was established in 1913 by her in-laws. Tubby’s
unexpected death interrupted her active planning for the 100
year anniversary celebration of the family business.
A partnership of equals in every way, both Jay and Tubby
served a term as President of the Texas State Florists’ Association
and each one of them received the TSFA’s Lifetime Achievement
Award. In addition to a full-time professional career, Tubby had
a second full-time career as a community and state volunteer.
She was a founder of the Hunt County Opportunity Center, the
Hunt County Association for Retarded Citizens, and the Greenville
Hospital Auxiliary and Candy Stripers. She served as President
of the Houston School PTA, the GISD Enrichment Association,
the Kavanaugh UMC Women’s Society, and the Junior Pallas
Club. She was the first woman board member and President of
the Greenville Chamber of Commerce and at various times she
served on the boards of the North Central Texas MHMR, the
Texas Association for Retarded Children, Texas Special Olympics,
Hunt County Head Start, and Clean Greenville. She also served on
the local boards of the YMCA, the Salvation Army, the American
Cancer Society, Leadership Greenville, and the Hunt Regional
Healthcare Foundation. Her widely known show business
career featured a long-running role as chief laugh-getter in the
Greenville Follies and emergency stand-by church organist. In
recognition of her life-long commitment to helping others, she
was given the Greenville Worthy Citizen Award, the Outstanding
State Volunteer Award from the Texas Association for Retarded
Citizens, the Rotarian of the Year and the Paul Harris Fellow
Award from the Rotary Club, and the Harold Curtis Friends
of the Foundation Award from the Hunt Regional Healthcare
Foundation.
Tubby is survived by son Richard Wise Adkisson and
daughter-in-law Jan and grandchildren Benjamin Adkisson
(Chrissy) and Rebecca Ray (Joe) of Dallas; son John Jay Adkisson
of Greenville and grandson Rob Adkisson (Gearl) of Scotts Valley,
California; great-granddaughters Bailey Adkisson and Harper
Ray of Dallas and great-grandsons Alex and Cody of Scotts
Valley; brother-in-law Dr. Mike A. Adkisson and wife Beverly; and
numerous nieces and nephews whom she cherished. She is also
survived by “The Daughters” — you know who you are.
Harry Gene Dietz, Jr.
Harry Gene Dietz, Jr., age 36 of Seguin,
passed away on January 13, 2013.
Harry was born on October 4, 1976 in
Seguin Texas to Harry, Sr. and Linda Miller
Dietz. He was a 1995 graduate of Seguin High
School and a 2002 graduate of Texas Lutheran
University. He owned and operated Dietz
Flower Shop. Harry served Texas State Florists’ Association as
Retail Director from 2010-2012.
His most precious time was spent with his boys. Harry is
preceded in death by his grandparents, Harry A. and Hilda Dietz
and William B. and Theatious Miller. Survivors include his sons,
Joseph Michael Dietz and Dax Austin Dietz; parents, Harry and
Linda Dietz; friend and mother of his children, Jennifer Dietz;
uncle, James “Tuddy” Dietz and wife Jeanette; cousins, Cynthia
Dietz and husband Doug Osborne, Dr. Duane Dietz and his
children, Kahlan and Adric and Jami Dietz-Carley and husband
Spencer and their daughter Ashlee; mother-in-law and fatherin-law, Richard and Lisa Garcia; his Dietz Flower Shop family and
numerous other loving family members and friends. Memorial
contributions may be made to Faith Lutheran Church, 1326
E. Cedar, Seguin, Texas, 78155, or the Harry Gene Dietz, Jr.
Children’s Scholarship Fund, 969 E. Kingsbury, Seguin, Texas,
78155.
Do You Have a Question Regarding
Employment Law?
Employers can contact TWC’s Commissioner
Representing Employers office to speak with
their attorneys for information, advocacy and
assistance with unemployment compensation
cases and other workplace concerns.
Contact the TWC Employer Hotline at
800.832.9394 today!
The Bloomin’ Texan c March 2013 / 8
Martha Ann Hooper King
The funeral service for third generation florist, Martha Ann King, 75, of
Wylie Texas was held Sunday, January 27, 2013 at Wylie United Methodist
Church. Mrs. King died unexpectedly, on January 22nd, in Dallas while
undergoing a diagnostic procedure.
Martha Ann was born in Dallas on December 11, 1937 to the late
Warren Henry and Martha Lucille Hooper. Her parents owned a flower
shop in Denton Texas and her grandmother, Hattie Hooper owned a flower
shop in Dallas before that time.
Martha Ann married her high school sweetheart Robert E. King in 1956 and had just
celebrated their 56th wedding anniversary in September. In 1961, they purchased Wylie Flower
& Gift where she worked hard everyday to make it successful. In 1994 she sold the shop to her
daughter Pamela Ann Wells. Although supposedly retired, she continued to work daily with
her daughter and husband in the flower shop that she called home. She was a member of
TSFA for the past 50 years. She took her children Bill King and Pam King Wells to TSFA’s state
conventions every year where they both participated in the junior and future florist programs.
Survivors include her husband, Robert E. King of Wylie; her son Bill King and his wife Donna
of Winnsboro; her daughter Pam Wells and her husband Danny of Wylie; her brother Robert
Jeff Hooper and his wife Ann of Ponder; seven grandchildren and two great grandchildren.
Her brother Robert Jeff, purchased their parents flower shop in Denton after they retired. She
was preceded in death by her parents and sister, Sally Sue Rose Powell, who also owned a
flower shop, in Sherman.
Although flowers were very important to her, she was also very active in her church and
community. She served on many boards at the Wylie United Methodist Church , Wylie
Chamber of Commerce, the Garden Club, the Book Review Club, and Wylie Downtown
Merchants Association. She loved to travel, play bingo and cards, especially bridge, and spend
time with family and friends.
She was a very special lady who touched many hearts through God’s beautiful flowers and
her wonderful personality and love for others. She will be missed.
Flowers&
magazine
Now in
Both
Print &
Digital
Formats
Exciting news! Subscribers to the
print edition of Flowers& are now receiving links each month to view the
current issue online. For more information, or to subscribe, visit us at:
www.flowersandmagazine.com
Barbara Ann Williamson
Barbara Ann Castello Williamson, 53, went to be with her Father in
everlasting glory on January 16, 2013, following a brief illness.
Barbara was born at the original Seton Hospital in Austin, Texas, on
April 21, 1959, to Al & Dolores Castello. Upon graduation from Anderson
High School, she followed a career of administrative duties with the Texas
State Florists’ Association and later the Round Rock Independent School
District. Along the way, she made many friends and great memories she
treasured. Barbara knew no enemies, only friends and friends-to-be.
In 1974 she met, and later married in 1980, her life love, Dan, and together they spent 32
wonderful years sharing a life united.
Her true life passion was her family, children, and eventual grandchildren. These were
the people who lit up her life and her world revolved around. She supported her children
in all their undertakings. Countless days were spent watching baseball, horseback riding,
cheerleading, soccer, gymnastics, band, music recitals, and all the other activities her children
were involved in. She took great pride in their accomplishments. Amidst the chaos of raising
her kids, she opened her heart to numerous children who needed a loving home.
Barbara was preceded in death by her father, Al Castello, brother, Andrew, and her
grandparents, Al & Berenice Castello and George & Mary Vacek. Barbara is survived by her
husband, Dan, and her three children Kellie & husband Kevin Littrell of Acworth, GA, Brandy
& husband Thomas Ford of Mobile, AL, and Dallas & wife Melissa Williamson of Round Rock,
TX. She was enamored by her five grandchildren Zoe, Derrick, Kya, Darren, and Ada Mae.
She is also survived by her mother, Dolores Castello of Austin, as well as her siblings Mary
Alice Castello of Austin, TX, Rick & wife Sheryl Castello of Lake Jackson, TX, Jim & wife Diana
Castello of Elgin, TX, Chris & wife Nan Castello of Cedar Park, TX, and KK & husband Doug Bush
of Huntsville, AL. In addition, she is survived by numerous nieces and nephews. Barbara was
the youngest person to ever achieve the rank of #1 Mimi. She will be greatly missed.
The Bloomin’ Texan c March 2013 / 9
Scan the QR code with your
smartphone or tablet to learn more
about digital issues---or go to
www.flowersandmagazine.com
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1/24/13 7:45 AM
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RichSalvaggio
Salvaggio
AIFD,
Photography by Ron Derhacopian
Reprinted with permission of Flowers& magazine
Make a trio of Mother’s Day
designs and sell them singly
or all together.
With the trio on display—and a single silver Cube design off
to one side—customers will quickly get the idea. They can
purchase a Cube design to order, in the flowers and colors their
mother loves best—or, they can get a mix of flowers and colors
in a stunning composite. It’s the perfect way for three siblings to
go in together on a united gift.
1. Make a grid of clear anchor tape on a silver Cube container.
2. Add beaded wire for a decorative accent.
3. A single design looks great by itself.
4. A trio of finished designs can be placed on a tray and linked
with steel grass. b
2
1
3
The Bloomin’ Texan c March 2013 / 10
4
The Bloomin’ Texan c March 2013 / 11
Quick Takes (Uncut)
You Can’t Ignore Social Media Anymore
By Ifdy Perez, Reprinted from Edelman’s Trust Barometer
Ifdy Perez is a social media strategist with a specialty in community building.
T
Nugget #3: People Trust the Internet,
Peers the Most
ake out a pen and paper. You’re
about to gain four important nuggets
of knowledge to help your business
grow in 2013 without having to read or
interpret Edelman’s latest report. But if
you’re in a rush, skip down to the last
section for the four-point wrap up.
Nugget #1: There’s a Global Trust Issue
This past week, Edelman released their
annual Trust Barometer report, where the
main finding is that the world, as a whole,
is facing a “crisis in leadership” due to
trust issues a majority of consumers have
with CEOs and politicians. (That’s not too
surprising, is it?) We live in a global culture
of distrust of authority—and skepticism
isn’t a friend to business.
When asked what would help build
trust in a company, consumers indicated a
range of 16 attributes; of those 16, the top
four were related to “engagement.”
Those surveyed agreed that they’d
trust a company that, 1) listens to their
feedback, 2) treats their employees well,
3) conducts business truthfully, and 4) puts
consumers interests ahead of their profits.
One word sums this up: they trust a
company that is all around good.
Edelman’s findings also show the growing
millennial consumer population (that is,
consumers ages 16-34) uses social media
and search engines to gather their news.
Globally, 41% consumers surveyed trust
in social media, and 58% globally trust in
online search engines as their news source.
We also learned that this demographic
has a higher trust in a friend (61%) or
academic (69%) endorsement than in your
CEO.
CEOs and government officials are
the least trusted people (43% and 36%
respectively). And only 18% trust that a
CEO would tell the truth no matter how
unpopular it would be—which is pretty low.
Nugget #2: Transparency Isn’t Enough
Another interesting finding is that
lack of transparency isn’t a top reason for
trusting a business or government less.
In fact, three other attributes are ahead
of transparency: corruption or fraud,
“wrong incentives” driving the actions, and
incompetence or poor performance.
This means it isn’t enough to lay it all
out for your consumers, or appear to be
transparent. Your actions, and the reasons
behind those actions are what consumers
look for in a company.
But the future isn’t bleak for small
businesses, which have an advantage; 86%
of consumers trust small businesses. It does
mean, however, that building a Facebook
and Twitter community for your business is
practically inevitable.
The Bloomin’ Texan c March 2013 / 12
Nugget #4: Online Community Building
Is Now Mandatory
What does this all indicate? That now,
more than ever, businesses need to have
an online community in order to build trust
with their consumers. Especially since more
consumers are using social networks for
more than socializing with friends.
By cultivating relationships with
consumers online, you’re portraying
the attributes of a trustworthy brand.
Answering their questions, providing
sociable posts, keeping an upbeat tone,
etc. are all tactics to portraying honesty,
trustworthiness, positive corporate culture,
and a quality product or service.
And a good by-product from spending
time online is the creation of evangelists—
trusted peers who will publically endorse
your brand. If influencers trust you, and say
they trust you, others will be more inclined
to trust you as well.
That is how you build trust with your
customers in 2013.
Wrap-Up
If the above was a little too heavy to
take in all at once, here’s a quick breakdown:
• What drives you (your mission,
interests, etc.) is very important in how
consumers trust you.
• Transparency isn’t the biggest factor
in trust. Trust is about your business being
honest in its dealings, doing good in the
community it serves, and doing it well
(efficiently and economically).
• As more consumers look to online
resources and social networks for trustbuilding and decision-making, your business
can no longer ignore the need to create a
community online.
• There are 4 specific attributes
consumers have deemed to being
trustworthy, and you can portray those
attributes by engaging with your consumers
in an active online community.
SCHOLARSHIPS AVAILABLE THROUGH THE
TEXAS FLORAL ENDOWMENT
The Texas Floral Endowment Board of Directors selects awardees for the scholarships listed below. Application forms can be obtained from the Texas Floral
Endowment office at 9004C Anderson Mill Rd., Austin, TX, PO Box 170760, Austin, TX 78717 and must be completed and received no later than April 12th,
Awardees are announced during the Endowment presentation each year in July at the Texas State Florists’ Association Annual Convention.
The Texas Floral Endowment has a strong commitment to the principles of diversity in all areas of the floral industry. In that spirit, the applications for scholarships are open to all qualified individuals based on the specific criteria of each scholarship. For more details, go to www.tsfa.org or telephone 512.834-0361.
Allied Florist of Houston Scholarship in Memory of Wayne and Mabel Fisher — $500.
Allied Florist of Houston Scholarship Honoring Lavon Bankhead AAF AIFD PFCI TMFA — $500.
American Institute of Floral Design (AIFD) Scholarship for AIFD Symposium
General Registration
Teleflora Industry Tuition Certificate — $599.95.
BloomNet Floriology Institute Scholarship in Memory of Mildred E. Riddle — $1,000.
Judy Rutledge AAF TMFA Education Scholarship — $500.
National Designer of the Year Scholarship — $650.
SAFD Scholarship — $700.
SAFD Scholarship — $700.
SAFD TSFA Convention Scholarship — $700.
SAFD Floral Career Scholarship — $700.
Teleflora’s Seymour Carren Memorial Scholarship — $500.
Teleflora’s Sylvia Cup Competition Scholarship — $700.
Texas Floral Endowment Scholarship — $500.
Texas State Florists’ Association Past Presidents’ Scholarship — $500.
TSFA Convention Tuition Scholarship — $300.
Help
Grow TSFA
H
CgAiftScard
TSFA Membership Application
Name _______________________Firm _____________________
Mailing Address ________________________________________
City____________________________ State _____Zip__________
Telephone (___)_________________FAX (___)________________
E-mail:________________________________________________
Recommended By:______________________________________
(pun intended)!
Classification & Annual Dues
(Membership is on an individual basis)
RETAIL FLORIST
o Owner/Manager.......................................................................$189.95
o Freelance Designer.................................................................$189.95
o Employee...................................................................................... $96.00
Your Reward when you recruit a new member is Cash…what you do with that Cash is
WHOLESALE FLORIST
up to you, maybe a quick getaway, a spa day or dinner out. You decide.
o Owner/Manager.......................................................................$189.95
Rewards Categories:
o Employee...................................................................................... $96.00
Recruiters may earn the following cash:
GROWER
• $50 per each Owner/Manager New Member
o Owner..........................................................................................$189.95
• $25 for each Employee New Member
o Employee...................................................................................... $96.00
Grand Prize
o EDUCATOR/TEACHER............................................................... $96.00
In addition to the cash incentive for 2013, the first place membership recruiter will win a $250 gift
o ASSOCIATE MEMBER...............................................................$125.00
card from the Florist Federal Credit Union. The winner of the gift card is the person who signs up the
Total Enclosed $_____________
most total number of new members (Minimum new member sign up is 5).
My Position With the Firm is:______________________________
Payment Options: ____Check is enclosed
A Few Rules:
•
Membership Campaign will run from Jan. 1, 2013 – November, 2013.
Please bill my account as indicated:
•
Incentives are open to all members/non-members who sign up a new member and the new
Credit Card Billing: ___MasterCard___VISA___Discover___AmEx
member pays dues for one year.
Card# ________________________Exp. Date______Code:______
•
New Member is considered someone who has not paid TSFA membership in the last two years. Cardholder’s Name ____________Signature_________________
•
Recruiter’s name must be listed in the Recommend By section on the TSFA Membership Application. Wire Service Account Billing: ___Teleflora ___FTD___BloomNet
•
New memberships MUST be paid before prizes can be awarded.
Available on wire service billing only: Code# _____________
•
Must be over 18 to be eligible.
Account Holder’s Signature _______________________________
Complete and Return to:
Call the TSFA office is you have any questions: 512.834.0361
2013 Membership Recruitment Campaign
TSFA • P.O. Box 170760 • Austin,TX 78717
(800) 375-0361 • Fax (512) 834-2150
The Bloomin’ Texan c March 2013 / 13
TSFA Order Exchange N
B
A
Y
T
O
W
N
Support Your Advertise
ABILENE
SAN ANTONIO
TSFA Order Exchange Network —
SPECIALIZING IN
FLORAL EXCELLENCE
B
A
Y
SHERI
MONTGOMERY
T
WHITE
O
AAF • TMFA
W
610 PARK STREET
BAYTOWN, TX 77520
281 427 7454 N
SPECIALIZING IN
FLORAL EXCELLENCE
•
SHERI
MONTGOMERY
WHITE
AAF • TMFA
Support Your Advertisers!
Greg Waters
TSFA Order Exchange Network
B
A
Y
T
O
W
N
Gary Norman
Owner
1800 Industrial - Abilene, TX 79602
Support (325)
Your
695-7000 Advertisers!
610 PARK STREET
BAYTOWN, TX 77520
281•427•7454
888•538•7721
Phone:
www.garysfloralgallery.com
ABILENE
AUSTIN
GUN BARREL
CITY
SAN
ANTONIO
SANHOUSTON
ANGELO
CORPUS CHRISTI
Shirley Floral Company
& Greenhouse
Joel PaulGreg
Shirley
Waters
Est. 1935
President
401 WEST 20TH STREET
HOUSTON, TEXAS 77008
440 W Beauregard
Phone: 325
655-9111
713.862.8811
San Angelo, TX 76903
Fax: 325
653-8585
800.723.3252
www.shirleyfloral.com
588-9111
fax 800
713.864.2686
e-mail: saflower@wcc.net
www.heightsfloralshop.com
Gary Norman
Owner
1800 Industrial - Abilene, TX 79602
Phone: (325) 695-7000
•
888•538•7721
www.garysfloralgallery.com
MCKINNEY
BURNET/MARBLE
FALLS SAN ANGELO
AUSTIN
SANECUADOR
ANTONIO
Shirley Floral Company
& Greenhouse
Joel Paul Shirley
President
FLOWER & GIFT SHOPS
440 W Beauregard
109 N. MAIN
BURNET, TX 78611
2105
HWY. 281
NORTH
San
Angelo,
TX 76903
MARBLE
FALLS, TX 78654
www.shirleyfloral.com
(512) 756-4401
e-mail:
saflower@wcc.net
(830)
693-7006
AUSTIN
BURNET/MARBLE FALLS
Phone: 325 655-9111
Fax: 325 653-8585
800 588-9111
DALLAS
FORTDALLAS
WORTH
SAN ANTONIO
A Wholesale Florist
FLOWER & GIFT SHOPS
109 N. MAIN
BURNET, TX 78611
2105 HWY. 281 NORTH
MARBLE FALLS, TX 78654
(512) 756-4401
(830) 693-7006
Fresh flowers from around the world
1-800-252-9145
Fax 1-512-345-1336
(817) 457-9869
Ken Freytag • TSFA Past President
www.freytagsflorist.com
AUSTIN
FORT WORTH
WELCOME NEW MEMBERS Design Smart…
Janet Butler
Studio Glitter
8541 Southwestern Blvd
#2183, Dallas, TX 75206
1-800-252-9145
214.926.0143 • Fax
janetelainebutler@yahoo.com
1-512-345-1336
KenCatching
Freytag • TSFA Past President
Melissa
Love Floralwww.freytagsflorist.com
and Gifts
123 W. Cameron, Rockdale, TX 76567
512.994.8611
Kelly Day-Duffy
The Blooming Idea
10851 Montfair Blvd #7210, The Woodlands, TX 77382
832.444.7633 • thegreenroseflorist@yahoo.com
Sharon Gaskill, YaYa Productions
16809 Westview Trail, Austin, TX 78737
512.785.5705 • sharonanngaskill@gmail.com
WACO
theconnectionwholesaleflorist.com
A Wholesale Florist
Paula Hicks
Love Flowers & Gifts
Fresh flowers from around the world
123 W Cameron Rd • Rockdale, TX 76567
512.446.2558
(817) 457-9869
Lisatheconnectionwholesaleflorist.com
Mackillop, Flowers By Lisa Mackillop
1976 Kenny Ct, Lewisville, TX 75067
972.459.6717 • lisa@mackillop.com
Find it Here
Todd Slaughter, TexLa Rep Group
3102 Beluche Dr, Galveston, TX 77551
409.763.3764 • todd@texlareps.com
Texas State Florists' Associ
94th Annual Convention and T
July 13-16, 2007
Rebekah Terry, Byron Nelson High School
2775 Bobcat Dr, Trophy Club, TX 76262
214.244.8677 • rebekah.terry10@gmail.com
Ronnie Tyl, Casa Flora Flower Shop
314 Magnolia Lane, Longview, TX 75605
Please• make
your reservations soon as the room
903.753.4492
customerservice@casafloralflowers.com
Embassy Suites Hotel-Austin Downtown & The P
Design Smart…
Allison Moore, Gilmer ISD
850 Buffalo St, Gilmer, TX 75644
903.841.7570 • stitta@gilmerisd.org
Kelly Schulz, Love Flowers & Gifts
1113 CR 410, Lexington, TX 78947
Work: 979.773.4279 • Home: 979.540.9756
rkschulz@verizon.net
bloc
the Texas State Florists' Association has held at the
Sherri Walker, Sherri’s Creations Florist
Embassy will fill up. Telephone the Embassy at (80
4351 FM 619, Taylor, TX 76574
362-2779,
mention the Texas State Florists' Associa
512.567.7776
• sherrilynnwalker@gmail.com
and receive a discounted rate of $119 king or $129
Darlene ble.
Wilson,
Lonestar rates
College
Discounted
are guaranteed through June
13415 Breakwater Path Loop, Houston, TX 77044
2007
or
until
the
TSFA
room block is full.
281.794.0434 • darleneomanbelle@yahoo.com
Find it Here
Texas State Florists' Associations'
94th Annual Convention and Trade Show
13-16,
The Bloomin’ TexanJuly
◆ May
20072007
/ 13
The Bloomin’ Texan c March 2013 / 14
Embassy Suites Hotel-Austin Downtown & The Palmer Events Center
Please make your reservations soon as the room block
TSFA Calendar of events
March 2013
5 Investment Committee Meeting, Hampton Inn & Suites, Austin, TX, 10 am.
17 Finance Committee Meeting By Conference Call, 3-4 pm
21 Professional Secretaries Week begins
24 Professional Secretaries Day
9 Level 1 Testing for High Schools
10
12
16
17
20
20
23
24
25
29
31
• College Station High School, College Station, TX, 9 am
Daylight-Savings Time Begins
Allied Florist of Houston presents: “Wedding Bouquets
with Flair” Hands-On with Patricia Gomez AIFD CFD
4:00-6:00 pm. Presentation by Tom Simmons AIFD CFD CCF 6:00-8:30 pm. Sponsored by Teleflora & Greenleaf Wholesale. For more information, see page 7 or call 281.498.7261.
Level 1 Testing for High Schools
• Canutillo High School, El Paso, TX, 9 am
• Region 8 Educational Center, Pittsburg, TX, 9 am
St. Patrick’s Day
First Day of Spring
Texas Floral Endowment Board Meeting, Hampton Inn & Suites, Austin, TX, 10 am
Level 1 Testing for High School
• Skyline High School, Dallas, TX 9am
Palm Sunday
Passover Begins (at sundown)
Good Friday
Easter
April 2013
9 Allied Florists of Houston’s “The Great Gatsby” Houston Cup. For more information, please visit
www.alliedfloristsofhouston.org.
13 Level 1 Testing for High Schools
• James Madison High School, San Antonio, TX 9 am
5
7
12
18
19
27
14
16
21
27-29
May 2013
Cinco de Mayo
National Teacher Day
Mother’s Day
Armed Forces Day
TSFA Board Meeting, Renaissance Hotel, Austin, TX, 9am - 5pm
Memorial Day
JUNE 2013
Flag Day
Father’s Day
First Day of Summer
Texas Certified Florist Classes, held at Benz School of Floral
Design on the Texas A&M Campus. For more information, telephone the TSFA office at 512.834.0361.
29 Texas Master Florist Exam, held at Benz School of Floral Design on the Texas A&M Campus. For more information, telephone the TSFA office at 512.834.0361.
July 12-14, 2013
TSFA Convention & Trade Show
Featuring business and design programs
on “How Florists Make Money.”
Hampton Suites & Convention Center,
Mesquite, TX.
Room Rates: Single/Double: $89
Single/Double Suite: $109
972.329.3100
Classified
Head Designer opportunity at Baack’s Florist and
Greenhouses in Abilene, TX. Must be highly creative
with high energy. Competitive salary with benefits.
Email luke.harwell@greenboxfloral.com with resume
and portfolio to schedule interview.
350 color photos!
200 line drawings and diagrams.
8 1/2 x 11. 375 pp. $69.95
($5.00 postage; $5.77 sales tax for TX residents)
214-324-2481
800-mcshans
mcshanflorist.com
Dallas Metroplex
Weddings, corsages, sympathy tributes, party decorations,
plant and flower care, shop management, arrangements for
all occasions.
Director and Instructor Bill McKinley — a nationally recognized
floral design educator with experience as a flower shop owner
Now offering advanced classes.
For a class schedule:
BENZ SCHOOL
P.O. Box 9909, College Station, TX 77842
(979) 845-3841
aggie-horticulture.tamu.edu/benz
The Bloomin’ Texan c March 2013 / 15
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
Banged, battered, destroyed. Thanks to drop-shipping, that’s what’s
happening to $500 million of your profits every year. But Teleflora is
determined to Save the Florists. How? By guaranteeing that 100% of our
orders are hand-arranged and hand-delivered by independent florists like
you. Visit savetheflorists.com.
©2011 Teleflora FM5763
The Bloomin’ Texan c March 2013 / 16