A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. Summer 2012 • Volume 21 - Number 4
Del Langdale demonstrates for a class.
Gail Call shares floral arranging techniques with her class.Kathe Hayden’s class works on a small, round anthurium
arrangement as Kathe (in black smock) helps individual students.
Volunteeringand Teaching
A Great Combo By Peggi Ridgway
Many local floral design instructors participate in area design events and give of their time by serving on the floral associations’ boards and work teams. We saw many of them here at the Origi-nal Los Angeles Flower Market last October – and we’ll see them again for this year’s “Calif Flora” and Top Ten Design Contest. We thank three of these volunteers, Gail Call AIFD, Kathe Hayden CCF and Del Langdale, full-time design instructors who are known to many of our readers, who share a bird’s eye view of their teaching techniques here. Continued on page 6
Remembering Johnny Mellano See Page 4
Calif flora 2012SponSored by California State floral aSSoCiation and SoUtHern California flower Market
See All the New Flowers & Varieties 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’s, 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 .162013A
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623 .806913B Roses & Carnations
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.
Where Good Ideas Are Always In Bloom
T H E B LO O M I N ’ N E W S 3 S U M M E R 2 0 1 2
Cover Story: Volunteering and Teaching:A Great Combo 6 Los Angeles Flower Market Map 2Remembering Johnny Mellano 4Potpourri 8Bright Ideas 10Feature: Fireworks 11Roundabout 12Happenings/Calendar 14
ContentsThis newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by
The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location:
754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Sub-
scription 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
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
SubscribeThose working in the California floral and horticultural industries may join our mail-
ing list at no cost. Subscribe at BloominNews.com to the print and/or email edi-
tions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828.
DisclaimerNeither the Bloomin’ News nor the Original Los Angeles Flower District recom-
mends or endorses any products or advertisements displayed in this publication
but presents them as a service to our readers.
Advertise in Bloomin’ NewsVisit Bloominnews.com or contact our editor for advertising rates, dimensions and
details. Advertise in color. We’ll design your first ad for free!
Index to Advertisers
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . Page 12
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 5
Phil Rulloda School of Floral Design. . . . . . . . . . . . . . Page 10
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . Page 8
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
754 Wall Street, Los AngelesLAFlowerDistrict.com
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety, Selection and Great Pricing
The Original Los Angeles Flower Market
More Than 90 Years’ of service
It’s YOUR Flower Market!
It’s YOUR Flower Market!
Johnny Mellano, 2002
Los Angeles Flower Market director and Mellano & Company patriarch Johnny Mellano passed away on Sunday, May 27, 2012, with his loving family around him, due to complications after suffering a stroke on April 13, 2012 . During the weeks of his hospitalization, hundreds of friends and family the world over had gathered at a special website at CaringBridge .org to follow his progress and express their well wishes .
Johnny was a family man who loved the flower business and let nothing get in the way of his two passions . He was dedicated to Mellano & Company, supportive of the floral industry and made many life-long friends throughout the industry . In 2011, he was honored by California State Floral Association, along with other members of the Mellano family, for meritorious service, leadership and exemplary contributions to the floral industry . In 2008, Johnny was recognized in a full-page tribute in the book, Sending Flowers to America, as the man “Behind the Success of the Market .”
Even in his retirement, as more of his time was spent golfing and doting on his beloved grandchildren, Johnny regularly came to Mellano & Company’s Los Angeles location in the early mornings as he had for
50-plus years . He remained active on the Original Los Angeles Flower Market (American Florists’ Exchange, Ltd .) board of directors . He could not walk through the Original Los Angeles Flower Market without stopping a dozen times to talk to friends and colleagues .
Johnny was born in 1936 to Giovanni and Maria Mellano . He was a lifelong resident of the Orange
County area, where his parents settled after they immigrated to the United States from Italy . He is survived by his mother Maria, wife Diane, son Michael Anthony and daughter-in-law Val, son Jim and daughter-in-law Monica, son Bob and daughter-in-law Mary, daughter Linda and son-in law Ernie Santos, son Steve and daughter-in-law Mandana, and thirteen grandchildren . He is also remembered by his brother Mike Sr . and wife Sharon,
sister Rose Marie and husband Battista Castellano, many nieces and nephews, and more than 200 members of the Mellano & Company family .
Hundreds attended the viewing and rosary, me-morial service and reception, held on June 1 and 2, to pray and say their farewells to a true friend and loved one .
JOHNNY MELLANO
Remembering
4
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
COVER STORY“ Quality tempered with good judgment and showmanship will win out against all odds. Give your customer fresh, good products and give them more than they expect.”
“ Students do actual floral projects for some of the schools in our districts at cost, which gives my students the experience and pressure of designing for a real customer.”
VO
LUN
TEER
ING
& T
EAC
HIN
G:
A G
REA
T C
OM
BO Del langDale
KaTHe HaYDen CCF
gail Call aiFD CCF CFD
An educational focus on artistic design in high school and junior college laid a foundation of creativity that has served Del very well. He went on to become art director for special events at Knotts Berry Farm in Buena Park, where he worked for thirteen years. For seven years, he designed the packaging and visual designs for See’s Candy; and he worked as design director for a large gift basket producer. Around 1996, he went to work at A to Z Floral Wholesale, where he is now head designer, design and planning. Del’s classes are one-month workshops. Students get free lance design jobs on their own, usually for friends and family members, and this is how they put their new-found knowledge to practical use.
Kathe is a State Credentialed Floral Design Instructor at Coastline Regional Occupational Program and Irvine Unified School District Adult Education. She also teaches for an Orange County wholesaler, is a wife and a mother of two children, serves on the California State Floral Association board, the California Certified Florists committee and is a freelance designer who owns her own event business. After 26 years teaching for the Regional Occupational Program (ROP), she still attends floral shows to keep challenged with new design concepts and she gives floral talks to garden clubs. She’s especially proud of the scholarship award program for deserving students highlighted at ROP’s annual Distinguished Student Recognition Awards.
Gail is Associate Professor, Floral Design, Golden West College in Huntington Beach. She began her floral design education as a student of Shirley Haas AIFD, who originated the program at Golden West College, and has been teaching there since 1985. She began teaching while working in flower shops and became full-time GWC faculty in 1999. In recent years, Gail, along with Miriam Somoano AIFD, helped start and is an instructor with the Shirley Haas Chapter of Student American Institute of Floral Designers at the college, one of fifteen SAIFD chapters in the United States. SAIFD member students work on seasonal projects for Valentine’s Day, Mother’s Day and making and selling arrangements to defray the costs of attending the annual AIFD National Symposium. All the SAIFD Chapters assisted with the 2012 Symposium’s “Trends” program.
6
Gail says she is blessed to make a career of something she enjoys and gets pleasure in sharing. “People who take our classes want to be here and have chosen to be here. They are like sponges, soaking up the knowledge.”
“ There’s no magic in floral design.” According to Del Langdale, “It’s just a matter of what cre-ates good design.”
Student projects are often assignments from other district schools, giving them valuable ex-perience in designing for a real customer.
Guest instructor Ania Norwood CCF CFD teaches European bouquet techniques. Ania is a 2005 Golden West College graduate who will be in-ducted into AIFD this year.
“If your design doesn’t look right,” Del says, “there’s a reason. Make it look right by following the basic design principles.”
The students’ work is graded on deliverability, the absence of visible mechanics and the use of basic principles of design.
GW students get a complete picture of the floral busi-
ness, including setting up a photography area to take
floral pictures. This one was built by Advisory Commit-
tee member Carl Schwab of Blooms & Bears, Irvine.
“ Today’s design is based on all the design principles of line, color and spatial relationships. The same design principles are used in every aspect of design re-gardless of the medium.”
Kathe feels it is important to let the students be creative and sometimes make mistakes. “When we line the arrangements up and critique each one, everybody learns to identify ways to improve the design.”
The floral design class at Golden West College transfers to certain other four-year colleges where students who want to extend their formal education can work toward a bachelor’s degree.
7
T H E B LO O M I N ’ N E W S 8 S U M M E R 2 0 1 2
Supplement to Periodicals Publication
Potpourri
CCFC Flower & Farm Guide Published
Watch for the Second
Annual California Flower
& Farm Guide, scheduled
for release any day,
with polybagged copies
accompanying the June
issue of Florists’ Review
and SuperFloralMarketing.
This valuable reference will also be available to floral
trade show attendees throughout this year.
Ecke Ranch Takes Capital-Funding Step In April, Ecke Ranch entered into an option to sell its
Encinitas property to locally-based Leichtag Foundation,
as part of its expansion plan. The Encinitas property is one
of many operated throughout the world by Ecke Ranch.
The sale, with a three-year transition period, creates
capital for growth and opens the door to a new location
with optimal efficiency. The Leichtag Foundation is a
nonprofit philanthropic organization which will use the
land for educational programs. Details: Ecke Ranch 760
944-4032; Leichtag Foundation 760 929-1090.
SAF Members Contact Congress More than 100 members of the Society of American
Florists wrote their representatives and senators this
past spring, asking them to co-sponsor the “Restore
Main Street’s Credit Act” (HR 4293), which would
remove restrictions on lending to small businesses.
Once the letters hit, the “doors started opening,” says
SAF Senior Director of Government Relations Corey
Conners. Conners said it will take many more letters and
meetings to keep this issue at the top.
Flowers are Forever The United States Postal
Service has issued a new
commemorative Forever stamp
honoring one of America’s
foremost African-American
artists, William H. Johnson.
The eleventh issuance in the
American Treasures series
showcases a still life floral
painting by Johnson.
Colombia Gets Duty-Free Status The U.S.-Colombia Free Trade Agreement went into
effect on May 15, 2012, allowing flowers to be exported
to the United States with permanent duty-free status.
The FTA has no effect on the current status of flowers
from Colombia, as flowers from Colombia and Ecuador
already arrive duty-free under the Andean Trade
Preference and Drug Eradication Act. The new FTA
grants permanent duty-free status only to Colombian
flowers. Ecuadorian flowers are affected by the Andean
Trade act, which must be renewed periodically.
Californian Recipient of Ball Scholarship Lisa Taber, a junior floriculture student, received
a $1,500 scholarship from the American Floral
Endowment’s Vic and Margaret Ball Intern Scholarship
fund this summer, one of six scholarships awarded.
Taber will intern at Sun Valley Floral Group, gaining
experience in biotechnology and aquatic plants.
Sell Your Shop Faster and for the Highest Price!
Buy or Sell With Confidence
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.
Available: Established flower shops with great retail locations, house accounts, long-time customers and exciting potential.
T H E B LO O M I N ’ N E W S 9 S U M M E R 2 0 1 2
Dr. Jane Goodall, left, and
Tournament president Sally Bixby
Potpourri
Mom’s Day Sales Scoot Back Up Results of a Society of American Florists poll of 1,001
Americans indicate that Mother’s Day flower sales
in 2012 had returned to pre-recession levels, with
purchases at 37 percent (same as 2007 and 2008). Fresh
flowers are the mainstay gift (72 percent), followed by
outdoor bedding or garden plants (37 percent) and
green houseplants (23 percent).
Goodall To Be Grand Marshal The Pasadena Tourna-
ment of Roses announced
recently that Dr. Jane
Goodall DBE, founder of
the Jane Goodall Institute
and UN Messenger of
Peace, will be Grand
Marshal of the 2013
Tournament of Roses
festivities. Dr. Goodall
will ride in the 124th Rose
Parade presented by
Honda and themed “Oh,
the Places You’ll Go!.” She’ll toss the coin before the
start of the Rose Bowl Game.
Labor Commissioner Recognizes Teleflora Oklahoma Labor Commissioner Mark Costello
recognized Oklahoma City’s Teleflora with a SHARP
commendation, presented to Teleflora chairman Tom
Butler in May. SHARP (Safety and Health Achievement
Recognition Program) is a rigorous program that
recognizes employers with exemplary safety and health
programs. Teleflora has more than 270 employees in
their Oklahoma City offices and has worked tirelessly
for three years to fulfill the U.S. Department of Labor
SHARP requirements.
Heavy Duty Sleeves are Here Temkin International has launched its new HD
Sleeves for orchids and other upscale plants, featuring
extra protection and support and full customization for
size, shape and print. Manufactured domestically, the
sleeves are unique in their custom tailoring capability.
Call 800 CELLANE or visit Gotemkin.com.
Focus on Women, the Decision-makers Women control more wealth than men; account for 85
percent of consumer purchases; are the primary shoppers
for their households; buy more than half of the new cars
in the United States; make many purchases based on
recommendations of a personal review blog; are huge
blog readers; mention specific brands when conversing
with others; surpass men in Internet usage; account for
58 percent of all online spending; share information
about deals with others (92 percent). Bottom line: Market
assertively to women. Sources at: Mediapost.com
New FSS Catalog Available The 2012/2013 Floral Supply
Syndicate 152-page catalog
is now available and features
hundreds of new items among
more than 1,000 popular items.
Registered customers will receive
catalogs automatically, by mail.
Stop by FSS.com to register
online to receive a copy.
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
One-of-a-kind, full-color pictorial book
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
Also available at the main entrance of the Original
Los Angeles Flower Market, 754 Wall Street, Los Angeles.
SENDING FLOWERS TO AMERICA
$3500 (includes shipping) Each
A colorful foray into the lives of early California retail florists, designers, suppliers, whole-salers and flower growers. Touching, inspiring stories.
T H E B LO O M I N ’ N E W S 1 0 S U M M E R 2 0 1 2
Support a Local Event with Free Flowers. The opening of a new public facility and the beginning
of the Fall, Holiday, Spring or Summer season are
perfect opportunities to promote your shop by giving
free flowers to all the women walking through the
entry gate. Publicize and include your business card
on each flower.
Photo Op Day. To increase sales, get ‘em
into the shop. Publicize a
designated date as the day
the public can have their
pictures taken in the midst
of a large floral display
made just for the occasion.
Bring Your Own Camera (BYOC).
Always-Fresh Facebook. Use your business Facebook page to post new product
arrivals, a spectacular photo from a recent wedding you
designed for, links to your slideshows on Youtube.com,
etc. Don’t ever let your Facebook, Twitter or Pinterest
friends forget that you are the florist of choice.
Offer a Mid-Summer Night’s Floral Design Class. Add interest to the waning days of Summer with the
beauty of take-home floral arrangements from a do-it-
yourself class at your studio.
Hold an Open House.Showcase your products, your talent and your customer
friendliness. Publicize your event well in advance.
Bright Ideas
The Right Solution ForAll Your Media Needs
B u s i n ess Des i g n s i n ce 1989
DESIGNED TO
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Wordpix SolutionsContact Peggi Ridgway
800.200.1101 / [email protected]
Pro Du cer of Th e B loo m i n ’ n ews
DESIGNED TO
BLOOM
Phil Rulloda’s Basic & Advanced Floral DesignExotics, European & Parallel,
Ikebana, Bridal & Party, Shop Ops, Pricing for Profit
Southern California School of Floral Design843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
2012CLASS SCHEDULE
Instruction Hours:Monday-Friday, 9 a.m. - 5 p.m.
Floral Designer Jan. 9 - 20, Feb 27 - March 9
April 9 - 20, June 4 - 15, July 9 - 20Sept. 10 - 21, Oct. 29 - Nov. 9
Advanced Floral Designer Jan. 23 - 25, March 12 - 14June 18 - 20, July 23 - 25Sept. 24 - 26, Nov. 12 - 14
Advanced Wedding DesignerJan. 30 - 31, March 26 - 27
June 25 - 26, Oct. 1 - 2
Special Events/Décor Designer Feb. 1 - 3, March 28 - 30June 27 - 29, Oct. 3 - 5
Permanent Botanicals Call for Dates
One Day Workshops Hand Tied – April 30, Oct. 15
Novelty – May 1, Oct. 16Holiday – Dec. 8
Flower Shop for SaleLong Beach shop in business 45 years at the same high visibility location, close to two major cemeteries and many mortuaries and just 30 minutes from the Los Angeles Flower District. Features 2,500 square feet, walk-in traffic, strong corporate accounts. Open seven days a week. Asking $200k. Kindly email: [email protected]
F IR E WOR K S!F IR E WOR K S!Mimic the explosions, colors and excitement of Independence Day fireworks! Here’s a fun assortment of flowers for your celebration cookout or luncheon.
Alium, courtesy Flower Duet Design Studio, Torrance
Alium, courtesy Flower Duet Design Studio, Torrance
The fiery Teddy Bear Sunflower, courtesy Wordpix.
Blue Agapanthus, courtesy Flower Duet Design Studio, Torrance
Painted Papyrus, courtesy Wordpix
White Agapanthus, courtesy Flower Duet Design Studio, Torrance
Roundabout
T H E B LO O M I N ’ N E W S 1 2 S U M M E R 2 0 1 2
Kudos to Lee Burcher AIFD CFD CCF PFCI, who
recently launched an exciting new website at
Floraldesignconcepts.com, complete with music and
stunning photography of his award-winning style. And
to California Cut Flower Commission, whose Facebook
fan page has surpassed 5,000 “Likes,” doubling its fan
base in less than a year.
Rene van Rems AIFD held his popular “Hand-tied and
Cascading Bouquet Workshop” in May at Mt Eden Floral
Company in San Francisco and another is slated for
July 1 at the Honolulu Museum of Art. Rene and Bob
Gordon AIFD did the design programs at the San Diego
County Fair in Del Mar in June.
While we’re giving kudos,
here’s to Bob Gordon
AIFD who, in April,
hosted a river cruise of
24 people to attend the
amazing horticulture
expo “Floriade” and
visit Keukenhoff in The
Netherlands. “Keukenhoff
was at its peak of bloom
the day we visited,” Bob
says. He also took the
group to the Flower Auction in Aalsmeer, hosted by Els
Hazenberg AIFD. (Floriade is open until October.)
GOINGGREEN
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T H E B LO O M I N ’ N E W S 1 3 S U M M E R 2 0 1 2
Roundabout
The Rene van Rems
AIFD bridal show at
Calif Flora 2011.
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Guidelines & DetailsThe deadline to reserve ad space is six weeks before month of publication. You may submit your own artwork or we will design an ad based on information you provide. Except for cover ads, ad position in the newsletter is sub-ject to change.
Three flower farms were recognized by Southern
California Gas Company for their energy efficient efforts,
during the third annual Carpinteria Greenhouse &
Nursery Tour in April. They were Ocean Breeze Farms,
Westland Floral and EverBloom. The SCGC partnered
with Santa Barbara County Flower & Nursery Growers
Association to sponsor the event.
California State Floral Association’s annual conven-
tion, trade expo and “Top Ten” design competition
moves into full gear at the Southern California Flower
Market, 755 Wall Street, Los Angeles on Saturday,
October 13 and Sunday, October 14, 2012. Saturday
includes a full day of educational workshops for de-
signers and shop managers, as well as the California
Certified Florist (CCF) exam testing. The colorful, dynamic
fashion and fun for which “Calif Flora” is known will fill
Sunday’s activities with the “Top Ten” and Student design
competitions, the afternoon design demonstrations of
Phil Rulloda AIFD PFCI AAF, an industry trade show,
silent auction and New Varieties display. Parking is free.
Plan to attend! Contact Ann Quinn at [email protected]
or 916 448-5266 or visit Calstatefloral.com.
Ecke Ranch has maintained connections with its
valuable customer base through Webinars, with
“Celebration of Color in 2013 with Ecke Ranch” the title
for its May 24 event.
Mel and Joey Schwanke got international attention
upon the celebration of 64 years of marriage recently.
The parents of J Schwanke AAF AIFD PFCI, host of JTV at
uBloom.com, have been recognized many times for their
service to the floral industry (he’s a former SAF president
and a Floriculture Hall of Fame recipient; she’s a Tommy
Bright Award winner). This time they were recognized for
finding the “secret to a successful marriage.” And what
a secret it is. Omaha’s KETV Channel 7 broke the news
that the way Joey and Mel show their love is by wearing
matching outfits. For more than 30 years, Mel has worn
a tie made from the same material as Joey’s dress, using
mostly floral motifs in a nod to their careers as florists.
Coverage appeared on television in major metro areas
and on Good Morning America as well as in foreign cities.
Prepare for “Balloon Month:” September A balloon
bouquet, a balloon with custom decorations or some
balloons tied to a basket of flowers – any of these will
deliver an extra punch, elicit a smile and let someone
know they’re special. Play it up during September’s
“Balloon Month.” Visit our balloon vendors at the
Original Los Angeles Flower Market.
T H E B LO O M I N ’ N E W S 1 4 S U M M E R 2 0 1 2
What’s Happening
“Euro Hand-tied & Cascading Bouquet” Hands-on Workshop, Honolulu Museum of Art, Honolulu, HI, with Rene van Rems AIFD. $245. Call 888 824-7363 or email [email protected].
Concluding days of the San Diego County Fair, Del Mar Fairgrounds
Independence Day
Floral design workshops by Del Langdale at A to Z Floral Wholesale, mornings and evenings. RSVP two weeks in advance. Call 714 547-8237.
AIFD 2012 Symposium, Hyatt Regency, Miami, FL – a really “HOT” event. Hot designs, hot events, hot inspira-tion, high energy. See Facebook.com/AIFD.Symposium or visit AIFD.org or call 888 421-1442.
Orange County Fair, OC Fair & Event Center, Costa Mesa
CMC Gift & Home Market, Los Angeles (through 7/23)
Fresh Produce & Floral Council Southern California Expo, Anaheim. Call 714 739-0177 or see FPFC.org.
Parents Day
Make Someone Smile Week (Teleflora)
Business Smarts Summit: “Operating a Successful Retail Flower Shop,” Teleflora Education Center in Oklahoma City. Instructors: Paul Goodman PFCI CPA, Marie Ackerman AIFD PFCI AAF and Special Guest Speakers. $599/members. See Myteleflora.com or call 800 456-7890, x.6234.
California Gift Show, Los Angeles.
The “Games of the XXX Olympiad” begin in London.
“Summer Sunshine with Pincushion Protea and Sun-flowers,” centerpiece workshop at Flower Duet studio, Torrance, 10 a.m. to Noon. $90. Call 310 792-4968 or see Flowerduet.com.
Ventura County Fair, Fairgrounds, Ventura
“Advanced Floral Design” class with Phil Rulloda AIFD PFCI AAF, at Mayesh Wholesale in Chandler, AZ. $395. See Philrulloda.com or call 714 776-7445.
“European Design” workshop with Els Hazenberg AIFD AAF, Teleflora Education Center in Oklahoma City. $599/members. See Myteleflora.com or call 800 456-7890, x.6234.
“California Grown Wildflower Vase Design,” workshop at Flower Duet studio, Torrance, 10 a.m. to Noon. $90. Call 310 792-4968 or see Flowerduet.com.
July1
1–4
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10 andeveryTues.
12–16
13 thru8/12
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25–31
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8/31–9/30
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California Association of Flower Growers & Shippers (NORCAL) member meeting, Sheraton Carlsbad Resort & Spa, Carlsbad. Email [email protected].
Plantscape Industry Alliance “Plantscape Expo 2012,”Las Vegas. Call 707 462-2276 or see PIAgrows.org.
Los Angeles County Fair, Fairplex, Pomona
Labor Day
FTD “Good Neighbor Day”
“California Grown Flowers” using garden dahlias, adults and kids’ classes, at The Huntington Library, San Marino. Call 310 792-4968 or visit Flowerduet.com.
National Grandparents Day
“International Chocolate Day” – Flowers and choco-lates, Mmmmm.
Patriot Day
Rosh Hashanah
SAF Palm Beach 2012, The Breakers, Palm Beach, FL. Supercharge your business growth at this powerful event. Visit SAFnow.org or call 800 336-4743 or 703 836-8700.
First day of Autumn
“Succulents and Celosia,” great outdoor party design, workshop at Flower Duet studio, Torrance, 10 a.m. to Noon. $90. Call 310 792-4968 or see Flowerduet.com.
Yom Kippur
World Flower Council Summit, Cabo San Lucas, Mexico. Call 954 444-6445 or see Worldflowercouncil.org.
L.A. Mart Fall Gift + Home Market, Los Angeles
“Everyday Magic” workshop at Teleflora Education Center in Oklahoma City. Instructor will be Joyce Mason-Monheim AIFD PFCI. $599/members. See Myteleflora.com or call 800 456-7890, x.6234.
October 3-6, 2012 – FlorEcuador, Agriflor 2012, Quito, Ecuador.
October 13-14, 2012 – “Calif Flora 2012” and the an-nual “Top Ten” design competition at the Southern Cali-fornia Flower Market, 755 Wall Stret, Los Angeles. Don’t miss this hot floral event right in our own backyard!
October 26-29, 2012 – Produce Marketing Association Convention, Anaheim.
August
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.
Our calendar events are good for marketing focus as well as attending and learning. Check ‘em out!
Save the Dates
September
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
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“The Simple to the Sublime: The Magic of Design”Presented by Phil Rulloda AIFD PFCI AAF
Sunday, October 14, 2012Renowned designer/instructor/mentor Phil Rulloda presents his favorite techniques for designing for everyday occasions and home entertaining. From the simple to the sublime, Phil works with a blend of common, available blossoms and exotic flowers, demonstrat-ing the art of crafting fresh designs with maximum visual effect and minimal effort. His signature techniques turn traditional to tremendous. Get more details / register for the design competition / call CSFA: 916 448-5266 Or email [email protected]
Calif flora 2012SponSored by California State floral aSSoCiation and SoUtHern California flower Market
October 13-14, 2012 755 Wall Street, Los Angeles, CA 90014 “Top Ten” Floral Design Competition, Student Competition,
Educational Seminars, Design Show, Trade Show, and much more!