calif flora 2011 - the original los angeles flower marketoriginallaflowermarket.com › wp-content...
TRANSCRIPT
A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. July – August 2011 • Volume 20 - Number 4
J Schwanke, left, talks with Hans Brand, president, B&H Flowers in Carpinteria, in the B&H gerbera greenhouse.
Just Do It! Tips for Competing in Floral Design Contests - See page 6
J Schwanke Leads the California
Grown Experience Story begins on page 4
Calif flora 2011SponSored by California State floral aSSoCiation and the original loS angeleS flower Market
Have a Cool Summer with Fresh Flowers fromYour 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. William Sanchez Wholesale . . . . . . . . . . . . . . . . 213 627 .6312 Miscellaneous Cut Flowers
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. Sanvilla Wholesale . . . . . . . .213 489-7089 Greens
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 J U LY – AU G U S T 2 0 1 1
Cover Story: J Schwanke Leads the California Grown Experience 4LA Flower Market Map 2Feature: Just Do It!Tips for Competing in Floral Design Contests 6Potpourri 8Roundabout 10Marketplace:Where Were These Flowers Grown? 11Happenings/Calendar 12Summer Sizzlers! 13
Contents
Index to Advertisers
Calif Flora 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . Page 10
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
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’ Exchange754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (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 & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.LAFlowerDistrict.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]
Marisol Basaldua, Los Angeles Flower District Reporter
Phone: 213 622 0796 X 253 • Email: [email protected]
Art DirectorMichael Wheary, Calypso Concepts
LAFD Association Member Badge ProgramFrank Reyes
766 Wall Street, Los Angeles, CA 90014
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 the website.
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 (714) 228-1101; 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
Filming at the Original Los Angeles Flower Market
Filming in The Flower Fields at Carlsbad
Sometimes a spark of an idea blossoms
into a beautiful thing. Pretty much, that’s
what’s happened to the idea to film California
commercial flower farms and to share those
vignettes online for those of us who want to
see the farms and people behind our flowers.
Originally a way for California Cut Flower
Commission to publicize their grow
tubes, CCFC’s Chief Executive Officer and
Ambassador Kasey Cronquist contacted
J.M.H. Schwanke AIFD PFCI WFC CMG,
host of JTV, about producing a video. Their
discussion led them to take the concept a
step further.
Schwanke’s website, Ubloom.com, be-
came the stage for the personal interviews
and expansive farm scenes featured in
his “California Grown Experience” videos,
beginning in 2010. They included sixteen
growers from San Francisco to Fallbrook.
“I’ve spent my entire life in the floral
industry,” Schwanke says, “and I know most
of the people. But when I went and saw
these farms, they became so much bigger
to me. I realized the flowers are grown
with just as much passion as the passion
we designers have when we’re designing.
All along the process people are filled with
passion about the flowers they grow and
ship and sell and design. I didn’t expect it to
be so emotional.”
The second series, in production in Spring
2011 and covering flower farms from Arcata
to Fallbrook, is now viewable at Ubloom.
com. It takes us behind the scenes at the
farms of Mellano & Company (San Luis Rey/
Oceanside), The Flower Fields (Carlsbad),
Westerlay Orchids (Carpinteria), Eufloria
Flowers’ Farmers Markets, Green Valley
Floral’s David Austin Roses Production,
J Schwanke Leads theCalifornia Grown Experience
Showcasing California Flower Growers Onlineby Peggi Ridgway
COVER STORY
4
J Schwanke speaks with Johnny Mellano
at the Original Los Angeles Flower Market
J Schwanke, left, with Lane DeVries, president, Sun Valley Group, above the greenhouses at the Sun Valley farm in Arcata, believed to be the largest flower farm in the USA.
Schubert Nursery, Sun Valley Group Arcata,
Continental Floral & Greens, Mayesh
Wholesale, Kendall Farms, Resendiz Brothers,
the California Cut Flower Commission
and, best of all, the Original Los Angeles
Flower Market. The series began airing in
June and will run through November 2011,
to complete the 30-show mini-series on
uBloom. California flowers will be featured in
uBloom’s NEW series, “Fun with Flowers and
J” Design Series airing later in 2011.”
Kasey Cronquist, participating in the
ambitious schedule of the California
Grown Experience filming and production,
describes it as “a momentum building
experience for the California Grown flowers
brand.” Cronquist describes the videos,
which comprise a valuable online library, as
a tremendous asset to both the CCFC and
the farms they feature.
Where to See the Videos. The original 2010
video series succeeded in attracting more
than 30,000 views on uBloom.com by people
in 94 foreign countries and the United States.
The videos are also accessible at Vimeo.com,
where you can search for “California Grown
Experience” to see Schwanke’s videos with
floral industry vendors and others, or go
right to Vimeo.com/15615486 for the flower
farms videos. The CCFC’s “shorts” featured
on its YouTube channel (www.youtube.com/
thegrowtube) also attract visitors, spreading
the word about California’s great quality
flowers. And of course, the California flowers
are featured at UBloom.com.
Why? Because of the care, effort and
passion of California Flower Farmers,
California is America’s best source for high
quality flowers. Every California flower and
Continued on page 14
J Schwanke Was Born in Flowers J Schwanke’s love of flowers began at birth during a snowstorm at a Nebraska state flower convention. His parents were flower growers with a greenhouse resplendent with car-nations, roses, chrysanthemums and more. As a child, it was J’s job to get up in the middle of cold nights to turn on the stokers to get the greenhouse coal furnace heating up. Having spent his entire life in the floral business, he knows how important locally grown flowers are: California specialty flowers allow us to produce spectacular arrangements. California-grown flowers excel when paired with flowers from around the globe. “They make each other look so good!” Schwanke is a fourth generation florist of a business started in 1896 by his great-grandfather. His parents and sister still run the business, Greens Greenhouses (flower shop and garden center), in Fremont, Nebraska. His grandfather was nicknamed “Carnation Joe Green.” His father, Mel, served as president of the Society of American Florists and was inducted into the Floriculture Hall of Fame. Schwanke’s mother Joey earned the PFCI credential and SAF’s Tommy Bright Award. J Schwanke AIFD AAF PFCI WFC CMG has been honored for lifetime achievement in floral presentation with the Professional Floral Communicators-International (PFCI) and the 2010 Tommy Bright Award. He’s a member of the American Academy of Floriculture, the American Institute of Floral Designers and the National Speakers Association and speaks professionally as a floral expert and commentator.
5
The husband-wife team of Debbie and Tony Alverez has participated in floral design competitions for more than 30 years, since their college days at Cal Poly San Luis Obispo, beinning on the day they met. Here, Tony offers seven tips to competing designers and those who aspire to be:
1. Just do it. Sounds trite, but it’s the first step to success. If you’re intimidated by the professional category, enter a novice category or student competition, or enter with a friend or fellow designer. Just challenge yourself and take this courageous first step!
2. Read the instructions. Many an excellent designer has fallen into the trap of missing certain details. While they may have had a jaw dropping design, it just didn’t follow the required dimensions or requirements that the contest rules spelled out.
3. Don’t put every clever design trick or technique you know into one design. One or two beautifully executed techniques are enough for the evaluators to get a feeling for your ability as a designer of note.
4. Cover your mechanics! Many a gifted designer has produced an outstanding design but left a bit of designer foam showing or exposed the mechanics of the arrangement. In the few minutes before they call ‘time is up,’ give yourself some easy points by checking to see that your mechanics aren’t showing.
5. Simplify your design. It is a rule of thumb: If you’re concerned about the amount of material or product you have used, resist the temptation to add that extra beautiful flower or another branch or line material. Clean, clutter-free designing is always pre-ferred by an evaluator. If you’re done before time is up, clean up the table around your arrangement; and then look back at your arrangement with a fresh eye. What’s the first thing you see? Is it what you intended? If not, fix it now.
6. Give yourself a pat on the back afterwards. You’re now in the same category as Jonas Salk, Albert Einstein and Leonardo da Vinci and a host of other innovators who dared to think outside the box and try something new.
7. Learn from your mistakes and the next competition will be easier. I’ve learned vol-umes from written evaluation notes from the judge’s comments section of competition score sheets. While most evaluators try to be objective, there is always a subjective preference which affects the evaluator’s reasoning and sometimes that works well for your scores, and sometimes not. Keep an open mind.
From one who has been a competitor as well as an evaluator, I say, “here’s to you. I salute your courage and willingness to challenge yourself as a designer!”
– Tony Alvarez AIFD CCF
“Top Ten” OpportunityCalifornia State Floral Association’s annual conference, October 8-9, 2011, will feature the Top Ten design competition. Events will take place at the Original Los Angeles Flower Market. See our back page for details.
6
Just Do It!Tips for Competing inFloral Design Contests
By Tony Alverez AIFD CCF
TRIM
BLEED
Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25)
Issue Date: June 2011
Version: M&C_JuneVariety_Full_MECH1.pdf
Advertiser: Mellano & Company
Contact: Bruce Brady (707.845.5665)
Agency: Tractor Design Co
Contact: Matt Warner (503.502.5168)
For over 85 years, Mellano & Company has grown the world’s finest flowers & foliage. We have also established hand-selected partnerships with growers from around the world to ensure you have the high quality, consistent product you need throughout the year. Whether provid-ing superior grade flowers and foliages from our own
farm or those of our partners, you can be assured each order has been handled with the utmost care from the field to your facilities for your customer’s enjoyment. Call us today at 1-800-635-5266 or visit www.mellano.com for these, and other fine, fresh, featured flowers and foliage. Become a part of our family today, it’s a fun place to be.
Hey!
Hey!
T H E B LO O M I N ’ N E W S 8 J U LY – AU G U S T 2 0 1 1
Potpourri
AIFD Plans “Imagine”
Symposium in California
The American Institute of
Floral Designers will gather
in San Francisco July 4-9 at
the Marriott Marquis Hotel,
where the best designers
in the floral industry
will “Dream, Create and
Share.” AIFD’s National Symposium is the “most exciting,
motivational, artistically-refreshing program of its kind in the
floral industry,” says Sharon McGukin AIFD AAF PFCI, Institute
president. Get all the exciting details at AIFD.org.
Upcoming Fun ‘N Sun Will Be a Real Treat The California Floral Convention (Fun ‘n Sun weekend),
sponsored by NORCAL California Association of Flower
Growers & Shippers at La Costa Resort & Spa in Carlsbad,
CA promises a full line-up. Adding to the excitement is a
team of AIFD designers, “A Gatsby Wedding” presented
by California State Floral Association, a Sports Zone party,
Flower Fair, tour of local growers, educational seminars for
growers and retailers and an optional golf tournament. For
details call NORCAL at 831 479-4912.
Hello Giggles Teams with Teleflora Hollywood superstar Zooey Deschanel and her
HelloGiggles producing partners, Sophia Rossi and Molly
McAleer, have teamed with Teleflora to launch a series of
laugh-out-loud webisodes. The premiere launched on April
29 across AOL and Cambio networks, in time for Mother’s
Day. It featured hilarious real stories of Mother’s Day
gifting gone awry, relived in candid interviews with real
moms, dads and kids. In addition to residing at Teleflora.
com and the HelloGiggles YouTube channel, Teleflora
has partnered with AOL and Cambio to deliver a robust
distribution and promotional plan for the video across
its networks, effectively reaching millions of women with
whom the content is expected to resonate.
Form 1099 Repeal Signed President Obama signed into law HR 4 to repeal the
expanded 1099 requirements. The Society of American
Florists fought for a year to repeal the form 1099 provision
that slid into law with the new health care law and would have
placed an administrative burden on small floral businesses.
Ecke Ranch Raises $28K for Charity At its 10th Annual Garden Tour & Plant Sale in April, Ecke
Ranch once again donated its Spring Trials plant material to
Community Resource Center, spurring record attendance
and raising more than $28,000 in critical funding. The popular
event included five residential garden stops plus admission
to Ecke Ranch for a private plant sale with an incredible
selection of blooming spring plants at below-market prices.
Water-wise Practices Highlighted at Flower Fields
A small scale display of the practices employed at The
Flower Fields, in Carlsbad, is highlighted in a video narrated
by Valerie Mellano, the Environmental Issues Advisor,
UC Property Extension in San Diego County. The video
Sell Your Shop Faster and for the Highest Price Possible!
I only sell Businesses!
Sean Edelstein 949-551-2060www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
An Independently Owned and Operated Member of The
Prudential Real Estate Affiliates, Inc.
50 year+ establishedLos Angeles flower shopCorner location, next to a cemeteryHuge lot with expansion potentialOnly $99,000! Seller will carry.
75+ year established Inland Empire flower shopWebsite has great search engine placementLots of house accounts$115,000! Seller will carry.
Available for Sale!
T H E B LO O M I N ’ N E W S 9 J U LY – AU G U S T 2 0 1 1
Potpourri
encourages visitors to the Flower Fields to be water wise
by showing how the water conservation efforts are in use.
Throughout the Flower Fields, signs explains the practice
used in a particular location along the wagon route.
Original L .A . Flower MarketGears Up for “Calif Flora 2011”
The annual Calif Flora
convention and Top Ten
floral design statewide
contest are coming to
Los Angeles on Saturday,
October 8 and Sunday,
October 9. “We are
pleased to partner with
the California State Floral
Association to bring this
prestigious event to the
Original Los Angeles Flower
Market in 2011,” says Johnny Mellano, LAFM manager.
Renowned designer Rene van Rems AIFD will present the
Sun., October 9 design show, “Bouquet Bash: Wedding
Floral Demonstration and Fashion Showcase.” Check our
back cover and the next issue of Bloomin’ News for details.
Descanso Gardens WelcomesNatalie Farrar Adams
Natalie Farrar Adams recently joined the Descanso
Gardens management team as Director of Development,
where she will oversee membership, fundraising and
communication. She is a San Gabriel Valley native with a
degree from Loyola Marymount University and a Masters of
Public Administration from the Robert F. Wagner Graduate
School of Public Service of New York University.
US-Colombia Trade Deal Pushed The Produce Marketing Association, the Society of
American Florists and now, Colombia’s Asocolflores are all
urging Congress to press ahead with the trade agenda. SAF
has “supported an announcement that the United States and
Colombia have reached an agreement to help clear a path
toward final Congressional approval of the US/Colombia
Free Trade Agreement,” says the ProfessionalFlorist.co.uk.
US Seeds Presented to Royal Family Michael Perry, a U.S. Department of Agriculture inspector,
had eight days to assemble a gift of plants and seeds for
President and First Lady Obama to present to the British Royal
Family. The living gifts would have to pass requirements of
both the U.S. State Department and the European Union
designed to avoid unwanted pests and viruses. He assembled
a collection of eleven American plants and seeds for 23 plants
from the White House greenhouse and Thomas Jefferson’s
gardens. The magnolia box presented that contained them
presented a bit of a challenge as it contained tree bark,
however, it was finally determined that it was acceptable
since the magnolia was in a preserved state.
Flower Production Down Torrential Spring rains in Colombia and Ecuador
destroyed a lot of flower crops, cutting production by as
much as 40 percent for some growers. Some farms even
had a tough time completing standing orders, forcing
many wholesalers to fill customers’ orders from flower
fields in California and the global marketplace.
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 J U LY – AU G U S T 2 0 1 1
Brides were all aglow these past couple months with
wedding facilities and flowers arranged by So Cal’s best
designers. A little bird told us that florals for the daughter
of floral designers Debbie and Tony Alvarez (both AIFD
and CCF) were “over the top.” The wedding took place at
the Bixby House in Long Beach.
On May 20, Jenny Barker’s Magical Blooms held a Grand
Opening for its new location in The Market at 395 S. Monica
Place, #313. Way to go, Jenny! Dodie Sy of Brassavola
Floral Couture in Chino took First Place in the Crystal
Accents “Deco Beads” contest recently, while Suzanne
Smith from Huntington Beach took Second Place.
Looking for a low-cost approach for a fundraiser? The
annual Las Floristas fundraiser featured models and floral
designers with a “Stay at Home Headdress Ball.” The 501(c)
(3) organization, supporting the children at Rancho Los
Amigos National Rehabilitation Center, invited recipients
to send contributions to the “non-event” from the comfort
of their homes.
Kitayama Brothers introduced a floral design contest in
conjunction with their annual open house on June 18 (first
place winner eligible for CSFA’s Top Ten). Up in Northern
California, flower growers and wholesalers were featured in
the May 2011 issue of Martha Stewart Living magazine,
in an article by Hannah Milman and Kate Berry complete
with gorgeous pix of their fields by Ingalls Photography.
California grower Dos Gringos recently donated sunflowers
which were sold for $1 each during a San Diego 5K run and
raised $2,785 for charity. We hope you got in on SAF’s Fun
Twitter Party on May 10 to tweet and post to Facebook
about wedding flowers.
Share your news at: http://bloominnews.com/asp/contacts.asp
Roundabout
Rose Parade Float Team Sees Their Flowers Growing
Cal Poly students on their Carpinteria Greenhouse
and Nursery Tour this past Spring. Carpinteria is
known nationally to be an important source for
domestic flowers in the U.S. The tour for these stu-
dents, who comprise the university’s Rose Parade
team, according to California Cut Flower Commis-
sion CEO Kasey Cronquist, IOM, “was designed to
better connect the farmers with the float and the
students with the farmers because it’s increasingly
important to know where your flowers come from,
even for Rose Parade floats.”
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
T H E B LO O M I N ’ N E W S 1 1 J U LY – AU G U S T 2 0 1 1
Photo, © David E. Perry
Marketplace
Where Were These Flowers Grown?
Locally grown flowers are important to Debra Prinzing,
a frequent contributor to the Los Angeles Times HOME
section, and Seattle photojournalist David Perry. The creative
storytelling team has spent eighteen months traveling the
country to photograph, film and interview flower farms and
the floral, wedding and event designers who use the luscious
ingredients grown by these farmers. Their “A Fresh Bouquet”
blog and book project shares their photos and stories.
“We are drawn to the people – growers and designers – who
are actively participating in the local, seasonal and sustainable
movement,” Perry explains. “There are many parallels
between what has taken place in the “slow food”*community
over the past two decades and what is beginning to occur in
the flower world. Just as a diner asks the chef, ‘is this a wild-
catch or farmed salmon?,’ we are beginning to witness flower
consumers wanting to know, ‘where was this flower grown –
and how?’ and ‘who grew it?’”
Perry and Prinzing’s website/blog features profiles and
practices of innovative flower farmers, including many
member-growers of the Association of Specialty Cut Flower
Growers. One of the most popular features includes short video
interviews in which growers share timely tips on harvesting
and post-production care of specific crops.
Interviews of studio floral designers and retail flower shop
owners focus on the creative approaches that incorporate
sustainable practices in their work; develop and source locally-
and sustainably-grown ingredients; and educate customers
about what it means to design “in the season.”
“We are continually impressed with the many ways florists
around the country are changing how flowers are designed
and sold,” says Prinzing. “When customers are aware of the
options of ‘going green,’ such as sourcing only locally-grown
flowers for a wedding bouquet or special occasion, they
intentionally select designers who provide those services.”
Prinzing and Perry are seeking stories of California cut flower
farmers who market their local and seasonal crops to the
floral design trade. They also wish to connect with designers
who adopt a “local flower” business approach. “The field-to-
vase relationship between growers and floral designers is
an exciting one – and we love discovering that connection,”
Prinzing adds.
Prinzing and Perry’s first collection of stories, videos and
photographs, called “the Five-Mile Bouquet,” will be published
in 2011. To contact them, and to sign up for the “A Fresh
Bouquet” newsletter, visit Afreshbouquet.com.
* Slow Food is an idea, a way of living and a way of eating. It is a global, grassroots movement with thousands of members around the world that links the pleasure of food with a commitment to community and the environment. SlowfoodUSA.org
Wordpix SolutionsContact Peggi Ridgway
800 200-1101 / [email protected]
The Right Design for Your Website, Newsletter, Book
or Company Manual
BuSinESS DESign SinCE 1989
PRoDuCER oF THE BlooMin’ nEwS
T H E B LO O M I N ’ N E W S 1 2 J U LY – AU G U S T 2 0 1 1
What’s Happening
Independence Day
Sundays in July - Principles of Floral Design and Flower Arranging for All Occasions, four-week class with instructor and floral designer Ray Tucker. $125 plus $75 materials fee. See Descansogardens.org or call 818 949-4200.
AIFD National Symposium “Imagine” at the Marriott Marquis Hotel in San Francisco, hosting the best de-signers in the floral industry with “Dream, Create and Share.” For details, visit AIFD.org or call 410 752-3318.
OFA Short Course & Trade Show, Columbus, OH. Call 614 487-1117 or see OFA.org.
Master Gardener Boot Camp, 9:30 a.m. ‘til Noon with curator Wen Wang, offers intensive training on all aspects of plant cultivation. Learn the science behind the plants including light, water and nutri-tional needs. Choose the perfect plant and discover how to stop pests. $50. Visit Descansogardens.org or call 818 949-4200.
Teleflora Education Center presents “Distinctive Designing with Tropicals” with John Hosek AIFD PFCI, Oklahoma City. $599.95. Call 800 456-7890 or see Myteleflora.com.
Teleflora “Make Someone Smile” Week
Fresh Produce & Floral Council Southern California Expo, Anaheim. Call 714 739-0177 or see Fpfc.org.
California Gift Show, L.A. Mart and Los Angeles Convention Center. See Californiagiftshow.com.
California Floral Convention and Fun ‘n Sun Weekend, showcasing the best in California-grown flowers, La Costa Resort & Spa, Carlsbad, CA. Details at CAFGS.org or call 831 479-4912.
Sustainable Gardening Techniques, 10 a.m. with Rose Horticulturist Amanda Evertt at Descanso Gardens.Includes demonstrations of materials and techniques and topics such as promoting soil health organically, optimal plant selection and more. $25. Visit Descansogardens.org or call 818 949-4200.
July4
4–9
9–12
16
17–20
17–23
19
19–25
20–23
30
30–9/1
31–8/3
1–5
6–9
18–20
28–31
Plantscape Industry Alliance CalScape Expo, Las Vegas. Call 707 462-2276 or see Piagrows.org.
Teleflora Education Center presents “European De-sign” with Els Hazenberg AIFD AAF, Oklahoma City. $599.95. Call 800 456-7890 or see Myteleflora.com.
Saturdays – Saturday Morning Garden Chats with display horticulturist Mike Brown at Descanso Gar-dens. Visit Descansogardens.org or call 818 949-4200.
Las Vegas Market. Call 888-416-8600.
San Francisco International Gift Fair, Moscone Center and 888 Brannan. See sfigf.com or call 678 285-3976.
California Market Center Gift & Home Market and the L.A. Mart Fall Gift + Home Market, Los Ange-les. Call 800 225-6278 or 800 526-2784. Visit Califor-niamarketcenter.com and LAmart.com.
Teleflora Education Center presents “Business Smarts Summit: Operating a Successful Retail Flower Shop” with Paul Goodman CPA, Marie Ackerman AIFD PFCI AAF and special guest speak-ers, in Oklahoma City. $599.95. Call 800 456-7890 or see Myteleflora.com.
September 14-17, SAF Annual Convention, Westin Mission Hills, Rancho Mirage, CA
September 22-25, World Flower Council Interna-tional Summit,
September 28-30, Proflora, Bogota, Colombia
October 8-9, CSFA’s Top Ten and Convention at the Original Los Angeles Flower Market
October 19-21, WF&FSA Floral Distribution Conference, Miami, FL
November 1-4, Horti Fair 2011, Amsterdam, The Netherlands
November 3-5, WF&FSA Floral Distribution
August
Save the Dates
Check our website www.LAFlowerDistrict.com for Market shopping hours, parking info and more.
T H E B LO O M I N ’ N E W S 1 3 J U LY – AU G U S T 2 0 1 1
SummerSizzlers!!SummerSizzlers
Advertise in
The Bloomin’ NewsReach 5,500 florists and others in the So Cal floral industry!
Published January, March, May, July, September & November
More Details: www.bloominnews.comContact: 800 200-1101/Wordpix • [email protected]
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 & DetailsThe deadline to reserve ad space is six weeks before month of publication. You may submit your own art-work or we will design an ad based on information you provide. Except for cover ads, ad position in the newsletter is subject to change.
Customers, Like Flowers,
Need WateringA Society of American Florists’ recent e-Brief
suggests that the simple act of offering your customers a drink of cold water on a hot day can show them that you care and support a positive experience at your place of business. “Place a pretty pitcher of ice water (add lemon slices for an elegant touch) and cups on a table next
to an arrangement in a clear vase,” along with a sign to “help yourself and
remember to give your flowers a drink, too.”
Garden Themes Always Grab Interest
Women who garden and those who just enjoy decorating, love watering cans, birdhouses and birdbaths, three outdoor objects that make great summertime containers for varying sizes and
styles of floral arrangements. The arrangements can be for outdoors
or inside where it’s nice and cool.
Decoratethe Pool
Offer a selection of unique and colorful balloons (our Los Angeles Flower Market vendors have large selections) for pool parties and summer fun. Many party themes
are accommodated with special-order balloons shaped as fruit,
vegetables, flowers and more.
green is grown by hand with careful
consideration of climate and the environment
in which it is grown. Each California flower
you purchase is as unique as the people who
grow it and its quality reflects the interest and
experience of its grower.
“I can tell you unequivocally that flowers
are the most important thing to me. This
(California) is where our domestic flowers
come from. They are grown in perfect climate
on property that, in many cases, is worth
millions of dollars. There’s a lot of pressure
on the farmers. For example, at Westerlay
Orchids, hundreds of thousands of orchids
are grown in a continual process. Everything
is timed closely.”
Schwanke’s first video series did not have the
benefit of being captured in still photography,
which the current series does, so he and his
crew have revisited the original sixteen farms.
Still shots were needed for the coffee table
book he’ll be publishing next year.
Throughout the shooting and interviewing
process, J Schwanke has cultivated lasting
relationships with California flower growers,
whose family histories make their stories
special. Many of the California flower farmers
are multi-generational flower farmers,
following in their ancestors’ footsteps.
Grower Hans Brand truly appreciates the
California climate, having grown up in
Holland where it rained daily. These are
small business owners and managers for
whom farming is generational and a family
tradition. “The gleam and the glint in their
eyes (when they talk about flower farming)
are intoxicating,” says Schwanke.
J Schwanke invites you to visit the people
who grow our flowers. See them at uBloom.
com, Vimeo.com/15615486 and CCFC.org.
J Schwanke speaks with Johnny Mellano, left,
and Lizbeth Ecke, Los Angeles Flower Market
Filming and interviewing with Kendall Farms vice president Troy Conner, far left, are J Schwanke with California Grown director Chris Randall and di-rector of photography Keith Golinski.
Interviewing at Westerly
In The Works Building on the success
of The California Grown Ex-
perience on uBloom .com,
J Schwanke, host of JTV on
uBloom .com, is producing a
coffee table book to showcase
the entire video series with
high resolution still photog-
raphy . This colorful book is
planned for release in 2012,
along with a set of DVDs .
J SCHWANKE continued from page 5
They steal your customers.They pilfer your profits. Talk about an ugly floralarrangement.Florists lose $500 million every year to drop-shippers.
754 Wall Street, Los Angeles, CA 90014
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!