A Bi-Monthly Publication of The Los Angeles Flower Market of...

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

Dan Marnien, left, Jim Mellano and Maryellen Blyzka, against a backdrop of the Los Angeles skyline, the newly installed solar panels front and center.

Solar Powers Life at the

Flower MarketStory begins on page 6

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

Awesome Autumn Textures, Colors and PricesAwait You at the Original Los Angeles Flower Market!

The Merchants of the Los Angeles Flower Market

Street map above

A. Dalsol Orchid Warehouse . . . .213 614-1925

B. Floral Delivery Co-op . . . . . . . . 213 623 .6974 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 387 .1357

C. Paul Ecke Poinsettias . . . . . . . . 213 622 .8667 December Only

D. See detail (above right)

E. RDP Floral, Inc . . . . . . . . . . . . . . . 213 623 .2514

F. Mellano & Company . . . . . . . . . 213 622 .0796 Full Service

G. Mellano & Company Wholesale Florist . . . . . . . . . . . . 213 622 .0796 Full Service

I. Dayro’s Wholesale . . . . . . . . . . . 213 623 .4355

J. J . Dayro’s Certified Florist, Inc . . . . . . . . . . . . . . . . . . . 213 623 .5239 Floral Supplies

K. Floral Supply Syndicate . . . . . . 213 624 .3982 Floral Supplies

L. Moskatel, Inc . . . . . . . . . . . . . . . . 213 689 .4650 Floral Supplies

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

Los Angeles Flower Market of the American Florists Exchange, Ltd .

1. JX Grand Tree Inc . . . . . . . . . . 213 833 .0002

3. Imported Flowers from Paradise, Inc . . . . . . . . . 213 488 .1443

4. Dan Stamis Wholesale . . . . . 213 622 .6770 Greens

5. Blossom Valley . . . . . . . . . . . . 213 891 .9320 Roses

6. G .M . Floral . . . . . . . . . . . . . . . . 213 489 .7050 Full Service

7. Dayro’s Wholesale . . . . . . . . . 213 623 .5177 Roses & Cut Flowers

7A. Flower Salad . . . . . . . . . . . . . . 213 624 .1974 Miscellaneous Cut Flowers, Greens

7B. Dayro’s Wholesale . . . . . . . . . 213 623 .5177 Roses & Cut Flowers

8. H .O . Norman . . . . . . . . . . . . . . 213 614 .1031 Floral Supplies

10. Tommy’s Flower Land . . . . . 213 622 .1205 Roses

11. Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627 .4898 Miscellaneous Cut Flowers

12A. Kimura Plus . . . . . . . . . . . . . . . 213 488 .1620

12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623 .806913B Roses & Carnations

13A. Adriana’s Wholesale . . . . . . . 213 624 .0407

14. Choice Flowers . . . . . . . . . . . . 213 489 .4879 Miscellaneous & Exotic Flowers

17. Stelzner Wholesale . . . . . . . . 213 891 .1514 Miscellaneous Cut Flowers

18. Zavala Wholesale Flowers . . 213 488 .0085

20. Cal Pom Pons . . . . . . . . . . . . . 213 623 .6651 Supermarket Florals, Rose Petals & Roses

23, Mellano & Company . . . . . . 213 622 .079633, 34. Full Service

24. Valle Wholesale . . . . . . . . . . 213 688 .8810 Full Service

26. Gonzalez Wholesale . . . . . . 213 613 .0756 Miscellaneous Cut Flowers

27. C&K Wholesale . . . . . . . . . . .213 327-0313

28. Ted’s Evergreens . . . . . . . . . 213 624 .951029B. 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 .191537. Exotic Cut Flowers

39. Paraiso Flowers . . . . . . . . . .213 488-0376 Full Service

40. S .O .S . . . . . . . . . . . . . . . . . . . . . 213 896 .0322 Miscellaneous Cut Flowers

42. Growers Direct . . . . . . . . . . .213 688-8805 43. Cut Flowers

44. Paradise Gardens . . . . . . . . . 213 488 .5144 Full Service

45. Orchid Oasis . . . . . . . . . . . . . 213 627 .3805 Orchids

50. Sanchez, Martin . . . . . . . . . . 213 629 .4154 Fruit, Candy & Stuffed Animals

DEnlarged to showmarket 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.

We Look Forward to Seeing You Soon!

T H E B LO O M I N ’ N E W S 3 S E P T – O C T 2 0 1 1

Cover Story: Solar Powers Life at the Flower Market 6LA Flower Market Map 2People and Places 4Potpourri 8In the Market 10Tech Today 11Happenings/Calendar 14

Contents

Index to Advertisers

Calif Flora 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16

Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9

Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . .

M&M Solar Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8

Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5

Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . Page 10

Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . Page 10

Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15

Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11

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.

Los Angeles Flower Market of the American Florists’ Exchangewww .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

Board of DirectorsAmerican 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 & InfoMaps, Tenants, Hours, the Season's Flowers and More can be found at

www .originalLAflowermarket .com

Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions

5146 East 23rd Street, Tulsa, OK 74114

Phone 800 200-1101; FAX 918 743-1105; Email: [email protected]

Art DirectorMichael Wheary, Calypso Concepts

LAFD Association Member Badge ProgramFrank Reyes


www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696

Subscribe Your Florist FriendCalifornia 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.

Advertise in Bloomin’ NewsOur circulation is on the rise and we continue to hear from our readers – florists and

others in the floral industry – about their love of this mini-magazine. That’s good

news for our advertisers. Visit www.bloominnews.com or contact our editorial office

for advertising rates and details. Phone (918) 743-1103; email: [email protected].

The Original Los Angeles Flower Market

It’s YOUR Flower Market!

A Wonderland of Quality, Freshness, Variety, Selection and Great Pricing

Celebrating 90 Years in 2011

754 Wall Street, Los AngelesLAFlowerDistrict.com


People & Places

June Van Wingerden Appointed to Committee June Van Wingerden has been appointed to the State

Committee of the Farm Service Agency (FSA), part of the

Department of Agriculture. State committee members oversee

the administration of Farm Bill programs and act in an advisory

capacity to the State Executive Director Val Colcini. Dolcini

said that Van Wingerden is a “well respected ag community

leader active in a variety of producer groups and possessing

a depth of knowledge about the challenges that California

growers face.” Van Wingerden is presently president of the

Carpinteria Valley Water district board and the Santa Barbara

County Flower and Nursery Growers’ Association, treasurer

of California Cut Flower Commission and serves on the

nineteenth District Agricultural Board. She and her husband

grow flowers in Carpinteria and Nipomo under the Ocean

Breeze International label.

DeVries and Ortiz Recognizedby NORCAL/CAFG&S

The California Association of Flower Growers and Shippers

honored two California flower farmers with its Distinguished

Service Award during the Fun ‘n Sun – California Floral Conven-

tion in July. Lane DeVries of Sun Valley Floral Farms and Joe

Ortiz Sr of Joseph & Sons were honored for their demonstra-

ting dedication, ability and initiative in the floral industry to a

degree that sets them apart from others in the industry.

Joe Guggia Coaches Symposium Designers Joe Guggia AIFD, owner of Camfeldt’s Flowers and JP

Designs in Santa Maria, enjoyed working with two European

designers, Jouni Seppanen from Finland and Pim van

den Akker from The Netherlands, helping them prepare

for the AIFD Symposium “Imagine” held in San Francisco

in July. As their “go to” guy, Joe also assisted on-stage.

Teleflora Promotes Jeff Bennett Teleflora’s Executive Vice President Jeff Bennett was

promoted to President of Teleflora on August 15, replacing

Shawn Weidmann, who left to

pursue another opportunity.

Chairman Tom Butler said Bennett

is a natural choice to head the

company, thanks to his proven

operations and leadership skills,

having worked for Teleflora for

seven years. “He is committed to

continuing to develop programs

and services that help make

member florists successful while remaining the only major

wire service that doesn’t offer drop-ship.” Teleflora’s hand-

arranged flowers are hand-delivered by neighborhood florists.

Gyben, Jackson honored by FPFC Jack Gyben of Progressive Produce in Los Angeles and

Deborah Jackson of Supervalu/Albertsons received the top

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,

senior floral buyer for the western United States for Supervalu,

was recognized for her service on behalf of the floral industry.

Flower Styling, by Talmage McLaurin talmage Mclaurin aiFD, publisher at Flo-rists’ 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, “trendspot-ting.” 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 tal-mage 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 de-signs capture the essence of color and texture of fresh cut flowers in settings and containers

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 mas-terpieces 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.B

OOKS

FO

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YO

U

TRIM

BLEED

Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25)

Issue Date: August 2011

Version: M&C_AugBeyondFullService_Full_MECH2.pdf

Advertiser: Mellano & Company

Contact: Bruce Brady (707.845.5665)

Agency: Tractor Design Co

Contact: Matt Warner (503.502.5168)

Now Get Even More in Los Angeles. We’ll…Now Get Even More in Los Angeles. We’ll…

www.mellano.com

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

SPAN THE GLOBE... �OR OUR OWN BACK YARD� TO FIND EXACTLY WHAT YOU NEED WHEN YOU NEED IT.

SHIP IT SAFE & SOUND…TO YOUR EVENT OR DESTINATION PRACTICALLY ANYWHERE IN THE

SOUTHERN CALIFORNIA BASIN.

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

KEEP IT COLD... IN OUR CAREFULLY MAINTAINED

COOLER, SO YOUR QUALITY GOODS WILL KEEP FRESHER, LONGER.

766 Wall St. | L.A. | CA 90014

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

team, describes as

“red tape and changes

the city and DWP

required.” Those

months hosted in-

spections and meet-

ings with various city,

state and federal

agencies. It also in-

cluded more permits

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.

atthe

C

• 1,246 panels capable of producing 280 kilowatts • Offsets 90% of the Market’s usage for its largest meter

The Original Los Angeles Flower Market Solar System:

An M&M Solar Solutions team member

Jim Mellano

Solar Powers Life

6

Flower Market by PeggiRidgway

“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 lar-

gest privately owned solar installation in downtown

Los Angeles. The

modern, highly effi-

cient 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

assembling and

testing their equip-

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.”

• 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

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.

Mellano & Company solar installation, representing one of eight rooftops

During the early phase of the solar installation

7


Potpourri

Looking for You at “Calif Flora 2011” at the Flower Market, October 8-9

With Saturday educational sessions on “Innovative

Wireworking,” “Cascading Bridal Bouquets,” “Ordinary to

Extraordinary,” “Trends in Tabletop Design,” “Designing

for Competition” and “Asian Inspirations in Contemporary

Design” led by experienced, credentialed designers, this year’s

California State Floral Association convention will be a Big Hit.

Among the presenters are Tony Alvarez AIFD CCF CFD, Reina

Sumabat AIFD CFD, Michi Burrell AIFD CFD and America’s Cup

Winner, Del Langdale, Darlene Montgomery CCF, and Roslyn

Dodds AIFD CCF CFD.

Sunday will be a full day with Student Design Competition

(7 a.m. for pre-qualifying), Top Ten Design Competition, trade

show, new varieties display, the California Certified Florist

(CCF) pinning ceremony, and design shows featuring Tele-

flora-sponsored Alex Jackson AIFD PFCI (Wedding Reception)

and Rene van Rems AIFD CCF CFD PFCI (“Bouquet Bash”).

Accommodations: Coming from out-of-town? These hotels

are within easy travel distance of the Market: Omni Hotel

(luxury) at 251 S. Olive street, phone 213 617-3300; J.W. Marriott

Los Angeles Live at 900 W. Olympic, phone 213 765-8600; Hilton

Checkers Hotel at 535 S. Grand Avenue, phone 213 624-0000.

Within easy driving distance from east of L.A. is the Doubletree

Commerce, 5757 Telegraph Road, City of Commerce (at the

Citadel Outlet Stores along I-5), phone 323 887-8100. Many

others can be found in an online hotel search.

Gatsby Wedding a Hit At the California Floral Convention & Fun ‘n Sun Weekend at

La Costa Resort, a “Gatsby Wedding,” similar to one presented

at the Bixby Mansion last summer by California State Floral

Association, was inspired by the Roaring ‘20s.Two husband-and-

wife teams, including Debbie and Tony Alvarez, and Reina

and Ferdinand Sumabat, were the designers of this fun event

and featured “live” models and designs that could easily make

the transition from period bouquets to modern weddings.

SAF Invites You to Palm Springs Business and personal benchmarks and strategies, floral

design, design demonstrations, contests, using current tech-

nology, marketing, trends, web analytics, industry awards,

the Sylvia Cup and more await you at the Society of American

Florists’ Annual Convention, September 14-17 at Rancho

Mirage, CA. One of the most exciting and informative con-

ferences for florists and designers – and it’s right here in our

backyard, just a couple hours’ drive. Don’t miss it! More details

at SAFannualconvention.com or call 800 336-4743.

Teleflora Florists Deliver 40,000 Smiles 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

(Breast Cancer Awareness Month) may attract a new group of

consumers, precisely those with an emotional connection to

someone with breast cancer.

New Transportation Hub Possible asTrade Agreements Move Forward

At the urging of the California Cut Flower Commission, 31

members of California’s congressional delegation signed a

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

714 S. Wall StreetLos Angeles, CA 90014

213-489-5483

M&MS o l a r S o l u t i o n S

POWeRING The ORIGINAL LOS ANGeLeS FLOWeR MARkeT ThROuGh SOLAR

System design and installation

residential andCommercial


Potpourri

by federal trade policies than California flower farmers,”

said CCFC CEO Kasey Cronquist. (Since the Andean Trade

Preference Act went into effect in 1991, cut flower production

the U.S. has dropped 22 percent and growers have lost $89

million.)

The transportation and distribution center will reduce

trans-port costs, preserve American jobs and help U.S. flower

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

US cut flower shipments.

Ratification agreements with Korea, Colombia and Panama

would create more opportunity for California farmers to

expand their markets in these countries.

Bob Gordon to Host European River Cruise Robert Gordon AIFD will host a river cruise tour April 12-

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-

cludes meals and much more, and The Netherlands will be all

abloom with tulips. For info, call Bob at 805 541-1532 or Chris

Merkel at 877 651-7447 ([email protected]).

VIP Florist Network Partnerswith FlowerChat .com

The VIP Florist Network, which provides market-tested and

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

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

founded by industry veteran Skip Shipman.

Cross-Border Trucking Again in Force 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

American Free Trade Agreement (NAFTA). The deal is for three

years and eliminates Mexican tariffs on US imports. It’s a “major

win for U.S. agriculture, American jobs and our economic

prosperity,” said Secretary of Agriculture Tom Vilsack.

Committees Back Trade Pacts House and Senate Committees have given preliminary

approval to pending trade agreements with Colombia, South

Korea and Panama. If ratified by congress, the trade pact with

Colombia would grant permanent duty-free status to flowers

coming from Colombia to the United States. This would likely

pave the way for renewal of the Andean Trade preference

Drug Eradication Act, which would provide duty-free status

for flowers from Ecuador.

CCFC Showcases California Flowerson “Fresh Flower Friday”

CCFC’s “Fresh Flower Friday” campaign enjoyed more

than 200 entries in its first two weeks of life on Facebook,

where it has surpassed the 2,500 fan level - and the buzz is

still growing. The contest’s first winner was from New York

City. Winners are selected every other week and sent flowers

“just because.” CCFC has also been working with the Know A

California Farmer campaign where their “Win Groceries for a

Year” will feature “flowers for a year” as the first prize.

September is Balloon Month International Balloon Month is upon us and balloon vendors

(including “Balloons Away”) at the Original Los Angeles

Flower Market are ready to serve you with unique designs and

greetings, foil and latex balloons. For ideas and details about

planned balloon promotions, visit IBAonline.net.

Sweepstakes winner “Birds and Bees”

was designed by Charles Marder

and modeled by Susan Fekety.

Over 100 Years of History of the Southern California Flower Industry

Send check payable to American Florists’ Exchange to: AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.

Also available at: www.FlowerMarketHistory.com and main entrance of the Original Los Angeles Flower Market.

Credit card payment acceptable with billing name, address, card number and expiration date.

SENDING FLOWERS TO AMERICA

$5600 (includes shipping) Each

The Perfect

Gift Year ‘Round!

T H E B LO O M I N ’ N E W S 1 0 S E P T – O C T 2 0 1 1

“Fantastic” Patent Approved 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.

“Fantastic” is a succulent

perennial with compact

form and stunning varie-

gation that won the Favo-

rite New Foliage Plant and

Retailer’s Choice Award

at the 2010 Tropical Plant Industry Exhibition. See more at

Hawaiisunshinenursery.com.

Posie Packer Debuts New Website Canadian agri-machine manufacturer Posie Packer

introduced a new website recently with mechanical aids for

all levels of the floral distribution channel. The intent is to help

lower labor costs and maximize value to the end consumer,

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

Posie Packer’s new improved

electric underwater flower stem

cutter makes it easy to have the

best in post harvest practices by

retail florists and designers. This

practical, compact unit (3 sq ft)

was designed for all segments

of the floral industry. It offers

constant water filtering, proven electrical-mechanical design,

blades that can be re-sharpened, stainless steel construction

and a cutting cycle time of only three seconds. Estimated to

increase productivity by up to 35 percent. See Posiepacker.

com or call 800 268-5136.

Floral Supply Syndicate Releases New Catalog 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

has stores in Camarillo, Los Angeles Flower Market, North Hills,

San Diego, Santa Ana, and Upland, and merchandise can also

be viewed and purchased at FSS.com.

In The Market Flower Market

Phil Rulloda’s Basic & Advanced Floral DesignExotics, European & Parallel,

Ikebana, Bridal & Party, Shop Ops, Pricing for Profit

2011CLASS SCHEDULE

Southern California School of Floral Design843 S. State College Boulevard, Anaheim, CA 92806

714 776-7445 or 800 981-7445 • www.philrulloda.com

Instruction Hours:Monday-Friday, 9 a.m. - 5 p.m.

Floral Designer Jan 3-14, Feb. 28-March 11

April 11-22, June 6-17, July 11-22Sept 12-23, Oct 31-Nov 11

Advanced Floral Designer Jan 17-19, March 14-16June 20-22, July 25-27Sept 26-28, Nov 14-16

Advanced Wedding DesignerJan 24-25, April 4-5, June 27-28, Oct 3-4

Special Events/Décor Designer Jan 26-28, April 6-8, June 29-July 1, Oct 5-7

Design For Excellence May 16-17

Permanent Botanicals May 25-26, Sept 29-30

One Day Workshops Hand Tied – March 21, Oct 17Novelty – March 22, Oct 18

Holiday – December 10

Sell Your Shop Faster and for the Highest Price Possible!

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Tech Today

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 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,

as a “way to make the website more than just a place to buy

flowers,” according to president Kimba Vasquez. Recent posts

have discussed a humorous look at the floral industry, custom

floral arranging for the Fourth of July, and more. Check it out:

EZBloomers.com.

SAF Readies New Member Website The Society of American Florists spent months developing

a new, improved website at SAFnow.org and introduced it

to members in late summer. More interactivity for members

means features already used extensively on social networking

sites. “Association websites today are still primarily one-way

communication tools,” says SAF CEO Peter Moran. “SAF’s

new site is three-dimensional. It allows information to flow in

every direction.

An example is MySAF, which is an interactive directory

where members can customize their home pages and profiles,

participate in groups and find other members with similar

interests. The “What’s New” product gallery takes the member

into the world of manufacturers, supplies and growers through

news and photos about their latest products and available

products. Members can also customize news and information

on their home pages.

June van Wingerden of Ocean Breeze International said she

“could see someone spending hours on” the site.

Solar Powers Life

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Size Single/Annual Rates

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Guidelines & DetailsThe 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 information you provide. Except for cover ads, ad position in the newsletter is subject to change.

The holidays: Prepare Now, Profit Later

By Sue Fuhrman

Halloween will be on Monday, October 31, this year, so a lot of groups will celebrate by hold-ing 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’ Hallo-ween business:

• Display lots of pre-made Hallo-

ween 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.

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

themes as well as traditional ones that appeal to your target audience. Take an informal survey of cur-

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

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 com-

panies 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.

1 2

“Imagine” Makes a Star of AIFDThe 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 Sal-

vaggio AIFD AAF of Teleflora Los Angeles continues as treasurer. Regional leaders and directors-

at-large were elected and named, including Santa Barbara designer Michael Quesada AIFD of Ka-

leidoscope Flowers , South West Chapter.

Designers honored:Twenty-six floral designers from all over the United

States, Canada, England and Korea, earned the cov-

eted AIFD designation, including California’s own

Roslyn Dodds AIFD, of El Cajon. In addition, design-

ers 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,

FL was recognized by the American Institute of Flo-

ral Designers with its Award of Distinguished Service

to AIFD. Kelly Mace of Smithers-Oasis in Kent, Ohio, received the Award of Merit – Industry. Bou-

quets to Art of San Francisco was recognized with the AIFD Award of Merit – Non-Industry. Bou-

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.

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 trans-

formed 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.

?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

won’t be taken seriously by the me-

dia, other vendors or increasingly

Web savvy consumers. That’s what

Mandy Majerik AIFD PFCI of Hot-

House Designs in Birmingham, Ala-

bama told attendees during the “so-

cial 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 founda-

tion, helps your business become

more personal. “So many other ven-

dors 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 blog-

ging. Panelist and 2008 Marketer of

the Year Rick Canale is blogging his

way to higher search rankings for Ex-

otic 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 search-

es 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

NEWS:In the

Roslyn Dodds earns AIFD honor

SocIalmedIa

JItteRS

GOTTHE

1 3


What’s Happening

September is International Balloon Month! Find unique balloons at the Original LosAngeles Flower Market.

Los Angeles County Fair, Fairplex, Pomona, CA

Labor Day

FTD Annual Good Neighbor Day.

Gala in the Garden, San Diego Botanical Garden, 5-10 p.m., $200/person. Honoring celebrated artist James Hubbell , proceeds benefit the Garden’s pro-grams. Call 760 436-3036 or visit SDBGarden.org.

National Grandparents DayPatriot Day

International Chocolate Day

American Floral Endowment 50th anniversary gala fundraising dinner, Westin Mission Hills, Palm Springs, CA. For details, contact [email protected] or call 703 838-5211. Also see Endowment.org.

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

World Flower Council Summit, London, England. Call 480 242-1948 or see Worldflowercouncil.org

“Hands-on Wedding Tablescape and Party Décor Workshop,” 9 a.m. to 5 p.m., Rene van Rems International Studio, Vista, CA. $245 includes ma-terials. To register, contact [email protected] or call 888 824-7363. See Renevanrems.com.

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.

Rosh Hashana

September

Sept 3–Oct 2

5

7

10

11

13

14

14–17

18

22–27

25

25–28

28

28–30

2–5

7–8

8–9

10

14–17

15

16

16–19

19–21

31

Proflora, Bogota, Colombia – the world’s largest

fresh cut flower exhibition. Proflora.org.co or call

011-571-257-9311, x.0153.

Breast Cancer Awareness Month

Teleflora’s “Smart Everyday Design” educational

session led by Susan Ayala AIFD at Teleflora Educa-

tion Center in Oklahoma City. Call 800 456-7890 or

visit Myteleflora.com.

Yom Kippur

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 de-

tails: 916 448-5266 or email: [email protected].

Columbus Day

Produce Marketing Association Fresh Summit In-ternational Convention & Exposition, Atlanta, GA. Call 302 738-7100 or see PMA.com/freshsummit.

Sweetest Day

National Boss Day

Teleflora’s “Floral Educator: Commentating & Teaching” educational session led by Marie Acker-

man AIFD AAF PFCI and Tom Bowling AIFD PFCI at

the Teleflora Education Center in Oklahoma City.

Call 800 456-7890 or visit Myteleflora.com.

WF&FSA 2011 Floral Distribution Conference,

Doral Golf Resort, Miami, FL. Call 888 289-3372

or 410 573-0400, or see WFFSA.org.

Halloween

November 1-4, Horti Fair 2011, Amsterdam, The Netherlands

October

Save the Dates

Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.

You can’t drop-ship artistry.

Florists lose $500 million every year to drop-shippers.


CHANGE SERVICE REQUESTED

PRESORTED STANDARDU.S. POSTAGE

PAIDLOS ANGELES CA

PERMIT #3644

“BOUQUET BASH” Presented by René van RemsSunday, 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 protected]

Calif flora 2011SponSored 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!

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

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