limited only by your imagination - the original los angeles...

A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. | Fall/Holiday 2014 • Volume 23 - Number 4

Limited Only By Your Imagination Chris Matsumoto: Imaginator Extraordinaire

Chris Matsumoto, CJ Matsumoto& Sons Flowers in Los Angeles

Story begins on page 4

By Design: Framing the Perfect Flower with Lush GreenerySee 3

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THE BLOOMIN’ NEWS 3 FALL 2014

Cover Story: Limited Only By Your Imagination — Chris Matsumoto:Imaginator Extraordinaire 4 People and Places 6Potpourri 10By Design: For The Love Of Greenery 13Roundabout 14Feature Story: The Wall 15Los Angeles Flower Market Map 16Happenings/Calendar 17Feature Story: Rose Parade Excitement Grows 18

ContentsThis newsmagazine is published quarterly (January 1, April 1, July 1, Octo-ber 1) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloomin-news.com. Subscription and advertising details at BloominNews.com.

PublisherOriginal Los Angeles Flower Market of the American Florists’ Exchange

www.originalLAfl owermarket.comLook for us on Facebook!

Special Holiday Hours, maps, tenants, seasonal fl owersand more available at www.originalLAfl owermarket.com

Market Information: 213 622-1966Market Manager/Mellano: 213 622-0796

Board of DirectorsAmerican Florists’ Exchange, Ltd., Los Angeles Flower Market

Christine Duke, Lizbeth A. Ecke, Jim Mellano, Jon Prechtl, John Williams, Christopher Calkins

Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions

5146 East 23rd Street, Tulsa, OK 74114Phone: 800 200-1101

Email: [email protected] • www.bloominnews.com

Art DirectorMichael Wheary, Calypso Concepts

LAFD Association Member Badge ProgramFrank Reyes

766 Wall Street, Los Angeles, CA 90014www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696

SubscribeThose working in the California fl oral and horticultural industries may join our mailing list at no cost. Subscribe at BloominNews.com to the print and/or email editions. Get the digital version at http://bit.ly/lafl ower or text FLOWER to 42828.

DisclaimerNeither the Bloomin’ News nor the Original Los Angeles Flower Market recommends 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 fi rst ad for free!

Index to AdvertisersBottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . Page 11Calif Flora / CSFA . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20Floral Supply Syndicate . . . . . . . . . . . . . . . . . . . . .Page 7, 11GM Floral Co . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 14Mayesh Wholesale Florist . . . . . . . . . . . . . . . . . . . . . . Page 6Mellano & Company. . . . . . . . . . . . . . . . . . . . . . . . . . Page 9Original Los Angeles Flower Market . . . . . . . . . . . . . . Original Los Angeles Flower Market History Book . . . Page 8Telefl ora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19TK Ribbons and More . . . . . . . . . . . . . . . . . . . . . . . . Page 12UFN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2Wordpix/My Floral Notecards . . . . . . . . . . . . . . . . . Page 10

The Original Los Angeles Flower Market

It’s YOUR Flower Market!

MORE THAN 90 YEARS’ OF SERVICE

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

Chris Matsumoto Chats About the Flower Market The Market has changed over the years: In years past, tenants specialized more. A couple vendors sold only glad-

CHRIS MATSUMOTO: IMAGINATOR EXTRAORDINAIRE BY PEGGI RIDGWAY

Photo: Gladiola vendor at the Market: Bert Johnson, left, and his uncle Harold Pearson, right. Circa 1950. From “The Gladiolus Story” film.

At left, Chris and Debra are a dynamic, creative team at the Matsumoto floral studio. Above, Chris among some of his imaginative decorations, flowers and greens.

If it can be imagined, it can be done. That’s an amazingly em-powering philosophy for a �orist with a 500 square foot space. But it’s that strong belief – that anything the customer requests can be achieved -- that has led Chris Matsumoto from that small �ower shop of 30 years ago to the 13,000 square foot work space, where he now designs for events of all sizes from coast to coast.

“We don’t ask ‘can we do it?’, but ‘HOW will we do it,’” says Chris, owner with his wife Debra of CJ Matsumoto and Sons Flowers in Los Angeles. Daily trips to the Original Los Angeles Flower Market help the couple strategize the �oral aspects for up-coming projects; but it’s the props that create the real challenge – the HOW and the WOW of making a major event a spectacular visual and a one-of-a-kind happening.

Now working from a super-organized warehouse with shelves ascending nearly to the ceiling, the highly organized and creative Chris Matsumoto is in his own kind of toyland. His workspace is �lled with colorful props that would make Disneyland look like a child’s toybox; and he and his sta� created many of the props themselves.

A while back, a client asked for enormous purple �owers. While Chris believes the volume and selection of props and acces-

sories at the downtown Flower Markets is probably not matched in any other city, the big purple �owers eluded him. So he and his team got to work and made the �owers themselves, and the client loved them.

And that’s how it goes. Anything that can’t be sourced is handmade to the customer’s specs. Like oversized jungle animals. Like a seven-feet-in-circumference sphere. The Styrofoam, ar-matures and papier-mache come in real handy. “You imagine it. And then you do it,” Chris says. “You are only limited by your imagination.”

Yet “these fabulous props,” says Debra, “are a derivative of the creative process.”

CJ Matsumoto and Sons Flowers has evolved into a valuable �oral design source for customers large and small. The Matsumoto sons have moved on to other �elds, but the reference remains, as Chris and Debra run the family business. As a country club cater-ing director, Debra hired Chris as her �orist 23 years ago. Her ca-reer progressed to managing a boutique hotel and, with each step, Chris continued as her event �orist. The couple married in 2002 and Debra, now retired from the hospitality industry, has delved wholeheartedly into the business.

4

CHRIS MATSUMOTO: IMAGINATOR EXTRAORDINAIRE BY PEGGI RIDGWAY

iolas, and their spaces were filled with the beauty of gladi-olas everywhere on the counters and in buckets. Today’s tenants keep less inventory and they sell multiple flowers and varieties. If you need a lot of gladiolas, you might have to buy them from multiple vendors.

This business is very personal . . . You have to be able to adapt. There’s not one genre or style. You must stay abreast

of changes and seasons. Cycles of flowers change, too; for example, we now see peonies for longer periods of avail-ability.

At the Flower Market, it’s about relationships. It’s like a small community. So patronizing every vendor helps you to know what’s fresh and what’s new, while you make those valuable connections with your suppliers.

Above, the design team at CJ Matsumoto and Sons Flowers. At right, a finished orchid arrangement.

Chris Matsumoto’s creativity and can-do spirit are well known in Hollywood, Atlanta and New York, where he is frequently called upon to design the �oral arrangements and �oral décor for celebrity events, movie premieres and award shows. His profes-sional knowledge of �owers and �oral accoutrements combined with creative, idea-inspired designs make him the �orist of choice for weddings, bar and bat mitzvahs, standing residential and corpo-rate orders.

One characteristic that de�nes this continuing �oral business is the relationship Chris enjoys with each customer. A person-able, easy-to-work-with individual, his ability to visualize his customer’s ideas and to enhance that image with his own cre-ativity and knowledge of �oral products, is a key to his lasting business relationships. Most customers and colleagues are unaware that he earned a law degree from Southwestern University School of Law, Los Angeles. Or that he started and worked closely with celebrity designer Fred Gibbons for many years, and that Gibbons and he continue to collaborate.

Floral design training? Chris’s informal training was achieved with his uncanny ability to study and mentally dissect great �oral arrangements, identifying the products, �llers and containers, tex-tures, colors, shapes and design techniques. Throughout his travels and exposure to great art and design, he may have had the best of

all training for his award-winning work.Chris is also an astute business manager. He is organized and

manages time and the various functions of his operation well. His creativity follows in that vein, helping to ensure that the works he and his sta� come up with are, as he says, “organized, crisp and done properly.”

An example of his tending to detail is the decision to cold-store products according to their speci�c requirements. One cool-er contains tropicals and greens; another holds fresh �owers; and a third holds �nished product. The facility that houses his business was chosen in 2007 because it is central to freeways, has a sizable parking lot, and is close to the downtown Flower Market, making daily Flower Market visits easy.

“We are always looking toward the future,” Chris says of his �ower shopping at the Market. “I see and I think about how I can use a container a week or so down the line.”

He continues, “I am spoiled by the Original Los Angeles Flower Market. It’s got products you don’t see in other cities and it’s all in one central market. Just the volume alone is amazing.”

Chris Matsumoto has been called an “amazing �orist, design-er, businessman,” and Debra adds, “father and husband,” who is adored by clients and vendors. But it is Chris’s wonderful ability to imagine and visualize the �nished designs that form the foundation of his success.

5

PEOPLE & PLACES


California’s Lane DeVries is Marketer of the Year

Lane DeVries, center, accepts Marketer of the Year award.

Floral Management presented its coveted Marketer of the Year award to Lane DeVries, president of Sun Valley Group, for his successful marketing of International Women’s Day (March 8). The $5,000 prize from Design Master Color Tool is a mere be-ginning to a campaign that, if marketed aggressively,

could boost the entire U.S. � oral industry.

Kudos to New CFDs from California Four Californians were among the 143 people who earned the professional designation of Certi� ed Floral Designer with the American Institute of Flo-ral Designers during AIFD’s National Symposium in July. Congratulations, Lynde S. DiSomma CFD from Ukiah; Ariel C. Ermatinger CFD from San Francisco; Annemarie Nita Robertson CFD from Boulder Creek; and Therese Dryer Torres CFD from Anaheim. The CFD is the � rst step to the rigor-ous Professional Floral Designer Evaluation, leading to AIFD.

SAF Recognizes Industry Leaders Ken Tagawa, chairman of Tagawa Inc., received the � oral industry’s greatest honor in August as he was inducted into the Society of American Florists Floriculture Hall of Fame. Tagawa Greenhouses, Tagawa Gardens and Ball Tagawa Growers are some of Mr. Tagawa’s ventures and he is known for his innovations in automatic seeding technology and a transplanting system, among more. David Armellini, president/CEO of Armellini Ex-press Lines Inc., was presented the 2014 SAF Paul Ecke Jr Award in recognition of his industry innovations and generosity during the Hurricane Katrina aftermath. John Dole, Ph.D., researcher and head of Horti-cultural Science at North Carolina State University, received the SAF Alex Laurie Award, in recognition of his developing new production and post-harvest procedures for � oral crops. The Sylvia Cup, the country’s longest running live � oral design competition, was awarded to Jacob McCall AAF AIFD FSMD, design director at The Elite Flower in Miami, FL. California’s contestant was Katherine Zhang AIFD of Millbrae. Joyce Mason-Monheim AAF AIFD PFCI AZMF, an in-demand speaker and freelance � oral de-signer whose expertise includes trends, mechanics and business savvy, was recognized with the Tommy Bright Award for Achievement in Floral Presentation.

Vigliotta is New AIFD VP Among the newly elected AIFD o� cers are Californian Anthony Vigliotta AIFD CFD of Anthos Design in Los Angeles, elected to serve as

transplanting system, among more.

press Lines Inc., was presented the 2014 SAF Paul Ecke Jr Award in recognition of his industry innovations and generosity during the Hurricane Katrina aftermath.

cultural Science at North Carolina State University, received the SAF Alex Laurie Award, in recognition of his developing new production and post-harvest procedures for � oral crops. The Sylvia Cup, the country’s longest running live � oral design competition, was awarded to McCall AAF AIFD FSMDElite Flower in Miami, FL. California’s contestant was

AZMFsigner whose expertise includes trends, mechanics and business savvy, was recognized with the Tommy Bright Award for Achievement in Floral Presentation.

Californian Anthos Design in Los Angeles, elected to serve as

PEOPLE & PLACES


AIFD’s vice president. Tom Simmons AIFD CFD of Three Bunch Palms Productions in Palm Springs continues as treasurer. Michael Quesada AIFD CFD of Kaleidoscope Flowers in Santa Barbara, continues as representative for AIFD’s Southwest Chapter.

CCFC Welcomes Corinne Avganim California Cut Flower Commission recently hired Corinne Avganim as Director of Marketing & Communications to help advance the CCFC’s mis-

sion on behalf of its farms. Ms. Avganim worked as Marketing Manager for Visit Oakland and has held key marketing and communications roles with Chrome, Ubisoft and OutCast Communi-cations. She developed an appreciation for “every-thing � oral” and dabbled

in � oral design for weddings. She says she “couldn’t be more excited to join an organization that so per-fectly aligns my professional skills with my personal passion for � owers and the buy-local movement.”

Californians Continueon SAF Growers Council

The Society of American Florists recently elected several new council members to its three major councils (Retailers; Wholesalers; and Growers). Congratulations to these Californians continuing on the Growers Council: Ben Dobbe of Holland America Flowers LLC in Arroyo Grande; Wilja Happe of Farmers West Flowers & Bouquets in Carpinteria; Janet Louie of Green Valley Floral in Salinas; and Michael Mooney of Dramm & Echter in Encinitas.

CCSF Takes Big Student Award at AIFD Kudos to � oral design students from the City College of San Francisco, who took the Overall School Award in the annual AIFD Student Design Competition on July 2, during AIFD’s National Symposium in Chicago. Hee Joo took the People’s Choice Award and second place in Sympathy and third place in Wedding. Fiona Li won second in the Arrangement category. Ineke Moss earned � rst in

the Body Flowers category and third in Arrangement. Maria Pettyjohn took � rst in Arrangement. The students were led by SAIFD advisors Holly Money-Collins AIFD CFD and Steven Brown AIFD CFD. Other California students competing represented California Polytechnic State.

AIFD Inducts Three Californians Our congrats to Jamie Hindley AIFD CFD, of Passion Flowers by Jamie Hindley, Ferndale; Phan Lai AIFD CFD of Orange; and Thorne Lam AIFD CFD of Melody Flowers in Westminster. These individuals, along with 144 candidates from around the world, earned the American Institute of Floral Designers’ highest accreditation during the AIFD induction on July 5.

AFE Appoints New Research Coordinator Terril A. Nell, Ph.D has been appointed by American Floral Endowment to oversee its research funding and counsel industry researchers. Nell is professor emeritus in � oriculture at the University of Florida.


IN MEMORIAM

Leroy Goldberg with son Tom

Tom Butler AAF With nearly 50 years’ experience in the � oral arena, Tom Butler’s passing from cancer on August 14, 2014, leaves a noticeable void in our industry. Chairman

of Tele� ora, Tom had also served as CEO of American Floral Services and was instrumental in 2000 in the successful merging of AFS with Tele� ora. Most recently, as chairman of Tele� ora (and as Tele� ora manager and World President of Tele� ora International previously),

Tom helped grow the world’s largest � owers-by-wire company. He was considered the preeminent � oral industry authority. Personable and understanding of retail � orists’ needs, he was viewed by thousands as a champion for the entire industry. A past chairman of the American Floral Endowment, he served in leadership positions on multiple local and national boards. Tom was honored with many prestigious awards, including SAF’s Hall of Fame Award and Paul

Ecke Jr. Award, various state � oral associations’ lifetime achievement awards. His charismatic, always-eager-to-serve attitude and leadership will be greatly missed.

LeRoy Goldberg LeRoy Goldberg, who died on August 17, 2014, enjoyed telling the story of � owers grown by his single mom, Gertie Goldberg, near Salt Lake City in the 1930s. That was the start of the Skyline Flowers business that LeRoy brought to Oxnard, California. Today the operation is run by third and fourth family generations and is a shipper and wholesaler with more than 200 acres and extensive greenhouses and distribution facilities. LeRoy Goldberg’s vision brings Skyline � owers to customers in Los Angeles and across the USA.

Gisele Chamberlain CCF An inspiration to everyone, Gisele Chamberlain passed away on July 29, 2014 at age 57, after a multi-year battle with cancer. With a fashion degree from Brooks College in Long Beach, she designed for major clothing labels including Disney and Paci� c Sunwear, and she also applied her artistic � air to � oral design. Gisele was very active in California State Floral Association activities, where she was usually the � rst to volunteer for a project.

Kirk Kirkpatrick AIFD CFD Long-time Los Angeles area � orist Kirk Kirkpatrick passed from this life on July 3, 2014 at his home in Lahaina, Hawaii, due to complications from Alzheimers disease. Kirk was instrumental in starting the American Institute of Floral Designers in 1965 and was a highly respected � oral commentator and designer in America, Japan and Mexico. In his retirement years, he was a � oral design teacher and volunteered with numerous organizations and events, including those of the American Cancer Society and Southwest Region AIFD. Known for his elaborate open houses and Christmas open house at his home, he is survived by Gordon Schmuhl, his partner of 50 years.

An inspiration to everyone, Gisele Chamberlain passed away on July 29, 2014 at age 57, after a multi-year battle with cancer. With a fashion degree from Brooks College in Long Beach, she designed for major clothing labels including Disney and Paci� c Sunwear, and she also applied her artistic � air to � oral design. Gisele was very active in California State Floral Association activities, where she was usually the � rst to volunteer for a project.

passed from this life on July 3, 2014 at his home in Lahaina, Hawaii, due to complications from Alzheimers disease. Kirk was instrumental in starting the American Institute of Floral Designers in 1965 and was a highly respected � oral commentator and designer in America, Japan and Mexico. In his retirement years, he was a � oral design teacher and volunteered with numerous organizations and events, including those of the American Cancer Society and Southwest Region AIFD. Known for his elaborate open houses and Christmas open house at his home, he is survived by Gordon Schmuhl, his partner of 50 years.

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POTPOURRI

Floristopia.com Supports Local Florists Designed to help consumers locate local, reputable � orists, Floristopia.com features more than 35,000 � orists and wholesale � orists throughout Canada and the United States. Claim your listing to be found in a Floristopia consumer search.

Mellano Opens OC Facility Mellano & Company has opened a satellite loca-tion, co-located with Floral Supply Syndicate, at 1605 E. McFadden Avenue in Santa Ana. Mike M. Mellano, President and CEO, says the company has been testing “a new concept of having a Wholesale Distribution Center” in Las Vegas. “Now, we know it works well. Our job is to bring maximum value to our customers and ultimately, to their custom-ers.” Manager of the new Orange County location is Cathy Frost-Hickman.

San Francisco Flower Mart in Transition Kilroy Realty Corporation has agreed to buy the wholesale � ower market in San Francisco’s large “South of Market (SoMa)” area, for around $27 million.

Kilroy owns several other major addresses in the area, including properties of NBC Bay Area and Dropbox. Says an SFFM representative, “The California Flower Market, Inc. is committed to maintaining our San Francisco Flower Mart on the corner of 6th & Brannan Streets in the heart of SOMA.” The sale is expected to complete by year-end.

Certifi ed Campaign BuildsAwareness of Local Flowers

In July, a coalition of � ower farms across the U.S. launched the Certi� ed American Grown Flowers campaign. Flower-growing farms partnering in this venture are committed � nancially and by their actions to building awareness and desire for fresh cut local � owers. California partners include Sun Valley Floral Farms, Mellano & Co., Eu� oria Roses, Resendiz Bros., Pyramid Flowers, B-Fresh Floral and Farmers’ West. See Americangrown� owers.org.

FTD Acquires ProFlowers In a $430 million deal, FTD has acquired ProFlowers from Liberty Interactive Corp., according to the Wall Street Journal. The expanded FTD, now a billion dollar company, is expected to give consumers a more innovative and expansive product line.

Flower Handling Forms Association Concerned � oral industry veterans have formed a new trade association called the Flower Handling Association of North America. Spokesperson Terry Johnson explains the mission is to “develop, implement and monitor � ower handling standards designed to improve consumer satisfaction” with � ower purchases. FHANA’s organizing committee evaluated decades of research and recognized that little has occurred to improve � ower vase life. “Once proper � ower handling is performed consistently, we should see a signi� cant increase in consumer � ower sales.”

Lonely Bouquet Brings Smiles Founded by an American woman living in the Belgian countryside, the Lonely Bouquet concept asks individuals to pick fresh � owers, arrange them in a recyclable container, add a “take me!” tag and leave them as a surprise for someone else. More info: www.Fleuropean.com/international_lonely.

Street Journal. The expanded FTD, now a billion dollar company, is expected to give consumers a more innovative and expansive product line.

a new trade association called the Flower Handling Association of North America. Spokesperson Terry Johnson explains the mission is to “develop, implement and monitor � ower handling standards designed to improve consumer satisfaction” with � ower purchases. FHANA’s organizing committee evaluated decades of research and recognized that little has occurred to improve � ower vase life. “Once proper � ower handling is performed consistently, we should see a signi� cant increase in consumer � ower sales.”

Founded by an American woman living in the Belgian countryside, the Lonely Bouquet concept asks individuals to pick fresh � owers, arrange them in a recyclable container, add a “take me!” tag and leave them as a surprise for someone else. More info: www.Fleuropean.com/international_lonely.

Notecards They’ll Notice

• 4 x 5” fl oral themed notecards with a blank inside• Great gift item for your fl ower shop

Contact: Peggi Ridgway/Wordpixwww.MyFloralNotecards.com • [email protected]

A little division of Wordpix, producer of the Bloomin’ News.

Contact: Peggi Ridgway/Wordpixwww.MyFloralNotecards.com • [email protected]

Floral NotecardsDeliver Your Message with a Floral Flair


POTPOURRI

Two Bloomin’ Birthdays This issue marks 65 years of almost continuous publication of The Bloomin’ News, and the � fteenth anniversary of Peggi Ridgway as Bloomin’ News editor. We’re so pleased you read our bloomin’ news.

Slow Flowers Celebrates One Year The Slow Flower Podcast, produced by fresh, homegrown � owers supporter Debra Prinzing, celebrates its � rst year with an inspiring new podcast called “An All-American Celebration.” Thousands of followers return weekly to download audios taking them to � oral design studios and � ower � elds. Slow� owers.com is a directory of more than 350 � orists, shops and studios designing with American-grown � owers.

AFE Recognizes Funds and Contributions At its 2014 Fundraising Dinner in August, the American Floral Endowment announced the establishment of new named funds and contributions: The Todd Bachman Memorial Fund; the Gold Club (more than $50,000 in giving); Benefactors Club ($20,000); Patrons Club ($15,000); Founders Club

($10,000); The Del Demaree Family Fund ($250,000); The Pennock Company Fund ($125,000); The Tom Butler Family Fund ($50,000) and the Peter Ullrich/Esmeralda Farms Fund ($35,000). Donors reaching new giving levels were recognized and awards presented.

California Grown Experience Turns Two The third season of the California Grown Experi-ence began recently at uBloom.com with more great videos of tours of � ower farms and a focus on Cali-fornia grown � owers. Great site to explore.

Sustainability Workbook Published California Cut Flower Commission has published a new, online sustainability workbook, developed by SureHarvest for California � ower farmers, the � rst step to certifying our farms. CCFC aims to certify 50 percent of California’s cut � ower and greens production for sustainability by the end of 2015. Pyramid Farms has led the movement by becoming certi� ed. See Sustainable� owers.org or call 530 758-6967.

Continued on page 12

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Two Bloomin’ Birthdays

($10,000); The Del Demaree Family Fund ($250,000); The Pennock Company Fund ($125,000); The Tom Butler Family Fund ($50,000) and the Peter Ullrich/Esmeralda Farms Fund ($35,000). Donors reaching new giving levels were recognized and awards presented.

The third season of the California Grown Experi-ence began recently at uBloom.com with more great videos of tours of � ower farms and a focus on Cali-fornia grown � owers. Great site to explore.

a new, online sustainability workbook, developed by SureHarvest for California � ower farmers, the � rst step to certifying our farms. CCFC aims to certify 50 percent of California’s cut � ower and greens production for sustainability by the end of 2015. Pyramid Farms has led the movement by becoming certi� ed. See Sustainable� owers.org or call 530 758-6967.


POTPOURRI

Endowment Launches New Website The American Floral Endowment’s newly-designed website at Endowment.org uses the latest technology and is mobile friendly. Streamlined features include free research reports, funding applications, videos, scholarship applications and a fresh new look. The Endowment has also introduced AmazonSmile to its website. When you shop at Smile.amazon.com, just select to support the American Floral Endowment. You’ll get the same prices and products and Amazon will donate 0.5 percent of your purchase price to the Endowment. In other news, the Endowment awarded nearly $40,000 in scholarships to eighteen students. Miwa Ishisaka, California State Polytechnic University-Pomona, was one of the lucky recipients. Miwa’s $2,400 scholarship is sponsored by the American Florists’ Exchange (Original Los Angeles Flower Market).

STARS Act Introduced The “Simplifying Technical Aspects Regarding Seasonality Act of 2014” was introduced in the House of Representatives after months of lobbying

by the Society of American Florists and coalition partners. The legislation will help small businesses execute their business plans and seasonal sta� ng strategies while complying with the A� ordable Care Act. The STARS Act would simplify the methods for seasonal employers to determine business size and subjectivity to the ACA employer mandate. Details: Corey Conners, SAF, 703 838-5230.

Sunset MagazineTreated to California Flowers

Sunset Celebration attendees posed for pictures with fl ower farmer Tony Ortiz with Joseph & Sons.

California Cut Flower Commission, the o� cial � oral sponsor for Sunset Magazine’s annual weekend celebration in Menlo Park, provided beautiful arrangements for the two-day event which drew more than 19,000 people. Attendees had their pictures taken before a backdrop photo of a Lompoc � ower � eld, holding a California Grown � owers sign.

AAF Inducts Seven People SAF’s American Academy of Floriculture honored seven people at its Stars of the Industry Awards Dinner on August 16. Recognized for their commitment through volunteerism to the � oral industry and their local communities were: Rochette Webb Allen, AAF, Farmville, VA; Dana Cook, AAF, Wilmington, NC; Christie Ann Cothrun, AAF, AzMF, Arizona State Florists Association in Phoenix; Josh Glass, AAF, Albuquerque, NM; Joyce Mason-Monheim, AAF AIFD CFD PFCI AzMF, Tucson, AZ; Carlos Manuel Uribe, AAF, Medellin, Colombia; and Eileen Looby Weber, AAF, Lake Forest, IL.

California Cut Flower Commission, the o� cial � oral sponsor for Sunset Magazine’s annual weekend celebration in Menlo Park, provided beautiful arrangements for the two-day event which drew more than 19,000 people. Attendees had their pictures taken before a backdrop photo of a Lompoc � ower � eld, holding a California Grown � owers sign.

SAF’s American Academy of Floriculture honored seven people at its Stars of the Industry Awards Dinner on August 16. Recognized for their commitment through volunteerism to the � oral industry and their local communities were: Rochette Webb Allen, AAF, Farmville, VA; Dana Cook, AAF, Wilmington, NC; Christie Ann Cothrun, AAF, AzMF, Arizona State Florists Association in Phoenix; Josh Glass, AAF, Albuquerque, NM; Joyce Mason-Monheim, AAF AIFD CFD PFCI AzMF, Tucson, AZ; Carlos Manuel Uribe, AAF, Medellin, Colombia; and Eileen Looby Weber, AAF, Lake Forest, IL.

This collection of greenery offers various textures for many designs and is available year-round. It includes fragrant myrtle, tree fern, leather fern, seed-ed eucalyptus and ruscus.

This design features fragrant myrtle, tree fern, leather fern, seeded eucalyptus and ruscus along with Purple Majesty millet, Freedom roses, purple statice and purple larkspur.

Where has all the greenery gone in fl oral designs? After perusing the plethora of wedding boards on Pinterest, I’ve noticed that wedding couples mostly pin fl oral designs that feature only fl ower blooms and very little greenery. While the look offers a feel-ing of abundance and extravagance, the beauty of each fl ower and its amazing mystery is lacking. A frame of greenery behind and around the perfect rose bloom really allows it to be fully appreciated. As designers, let’s bring depth, texture and lus-ciousness back to fl oral designs and use lots of dif-ferent types of greenery in design work this fall and holiday season. It’s easy to do with foliage that’s available year-round and with seasonal greens like grasses, pine and evergreens. According to current statistics from the USDA

FOR THE LOVE OF

GREENERYBy Kit Wertz

for cut cultivated greens, leather leaf (leather fern) accounts for almost half of domestic sales and one-third of imported sales for all greenery types. A local wholesaler in our own Original Los Angeles Flower Market informed me that the top three greenery types sold are leather fern, salal/lemon leaf and tree fern. In addition to these popular and plentiful greens, there are many more available to us in Los Angeles. For the fall season, I’ll be using all types of lovely foliage from various herbs, ivy and ferns, to olive branches, dusty miller and boxwood along with lots of seasonal greens like grasses, cedar and pine. This fall season, let’s be like ancient Greek and Roman fl oral designers who made wreaths and gar-lands from greenery including laurel, oak, herbs and olive branches and then added fragrant bright blooms as the star attractions of their designs.

Kit Wertz is a professional fl oral designer, photojournalist, marketing expert, graphic designer, certifi ed Project Manage-ment Professional, Flower District tour guide and television personality. She co-owns Flower Duet in Torrance, CA, with her sister, Casey Schwartz.

13

B Y D E S I G N B y d e s i g n b y d e s i g n


ROUNDABOUT

Kudos to California State Floral Association, whose members worked with Flora Fresh Inc to create California grown centerpieces for the Califor-nia State Fair Gala this past summer. Some 600 attendees got a visual treat from professionally designed � oral creations. The Friends of the California State Fair Scholarship Program awarded more than $33,000 in scholarships to deserving California youth.

Mayesh Wholesale Florist participated in the global initiative called “Lonely Bouquet” on June 25. Mayesh provided a great selection of complimentary � owers for customers to create bouquets, which the customers (at Mayesh branches throughout the USA) then left for unsuspecting recipients. There were 250 bouquets - a great way to bring smiles to people’s faces.

The Design & Dine event at the Bixby House Mansion was a huge success. CSFA members conducted hands-on design classes and the students then toured a beautiful succulent garden. Mike Wronkowski CCNP from Green Arrow Nursery presented a gardening seminar. Many thanks to CSFA

member Duane Rose for making the multitude of arrangements for this spectacular event.

Fred Gibbons and Treefrogs Flowers lead the way in seasonal promotions with recent customer emails about Fall and Football. “The Wall” farmers market, held Saturdays on Wall Street, now hosts the famous Alex’s Lemonade Stand, along with � owers, food, entertainment and fun. For Friendship Day (August 3), Casey and Kit of Flower Duet hosted a � ower party at their Torrance studio, with hands-on � oral design. They also co-sponsored the � rst Best of Bride Awards for California Wedding Day magazine and they appeared at the 53rd Annual South Coast Botanic Garden Foundation Dinner Meeting in the rose garden.

Congratulations to Eu� oria Flowers for winning SAF’s Best in SHOW ‘Parasol’ Roses, the Resendiz Brothers Protea Farm for Best in Class ‘Cream Delight’ Protea, and Green Valley Floral for taking home two Best in Class wins for their ‘Houdini’ Garden Roses and ‘Alliance’ Gerbera Daisies.

Look For UsOn TheSecondFloor!

Festive trees, sparkling ornaments, lush ribbons, supplies galore –

and 15 professionally decorated vignettes to inspire you!

Convenient, secure parking inside the 2nd fl oor of the SCFM at 742 Maple Avenue

Located in the Southern California Flower MarketEnter 740 Maple Avenue, 2nd. Floor or 755 Wall St. 2nd. Floor

Los Angeles, CA 90014 • Phone: 213 489-7055 • Fax: 213 489-7706

Festive trees, sparkling ornaments, lush ribbons, supplies galore –

GMFLORAL CO

Custom Made for Chefs (and Us)One important goal of The Wall is to make top quality, unique, fresh veg-etables and herbs available to chefs. To do this, management sourced seeds for farmers, working with seed companies to be the fi rst to market interesting varieties. Seeds such as the Indigo Rose purple tomato and other produce, were sourced from university breeding programs, etc., setting The Wall apart from other markets in the area. Every Thursday, a report of what’s available is blasted to chefs and food service customers. To make it even more fun, well known food photographer Chris-tina Peters operates a booth and is slated to give a fl ower photography class at Original Los Angeles Flower Market.

FOR SOME FUN, HIT

“THE WALL” THIS SATURDAY

15

Los Angeles chefs are enjoying the variety of fresh veg-etables, greens and cut fl owers available at the Farmers Market, “The Wall,” held every Saturday from 10 a.m. to 3 p.m. on Wall Street. Grammy-award-winning music, entertainment, certifi ed farmers with artisanal food combine as a major public draw for the new marketplace between the two wholesale fl ower markets. This Saturday, come to Wall Street and check out this winner. Play a little pickleball, get face-painted, enjoy the car show . . . Something’s always happening at The Wall.

Celebrate the Holidays with Savings atthe Original Los Angeles Flower Market

754 Wall Street, Los Angeles, CA 90014 / Visit us at www.OriginalLAFlowerMarket.com

The Merchants of the Los Angeles Flower Market

Street map above

A. Lee’s Orchids . . . . . . . . . . . . . . . . 213 627.8880

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. CasaBlanca . . . . . . . . . . . . . . . . . 213 488.3321 Full Service

F. Mellano & Company . . . . . . . . . 213 622.0796 Full Service

G. Mellano & Company Wholesale Florist . . . . . . . . . . . . 213 622.0796 Full Service

I. BNB Floral Supply . . . . . . . . . . . 213 623.0063 Floral Supplies

J. Shibata Floral Company . . . . . 213 995.1299 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. Chris Flowers Full Service . . . . . 213 488.1797 Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353

P. LA Flower District Association (Badge) . . . . . . . . . 213 627.3696

Q. Décor Center. . . . . . . . . . . . . . . . 213 629.6949

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

1. JX Grand Tree Inc. . . . . . . . . . 213 833.0002

3. Imported Flowers from Paradise, Inc. . . . . . . . . 626 548.2295

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. Designer Direct Showcase Inc. . . . . . . . . . . . . . 213 488.9795 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-. Camila’s Wholesale . . . . . . . . 323 317.121113B

14. Choice Flowers. . . . . . . . . . . . 213 489.8377 Miscellaneous & Exotic Flowers

15- Julia’s Wholesale . . . . . . . . . . 213 891.151417 Roses & 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 & Sons Wholesale Flowers . . . . . . .213 627-7678 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.. . . . . . . . . . . . 213 614.191538. Exotic Cut Flowers

39. World Coff ee Kiosk / Coff ee Bean Cafe . . . . . . . . . 213 614.6885

40. S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.032242. Miscellaneous Cut Flowers

43. Growers Direct . . . . . . . . . . . 213 688.8855 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 & Stuff ed Animals

DEnlarged to showmarket vendors

Hours:Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm.

Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am; Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm.

For holiday and special hours, see www.LAFlowerDistrict.com.

Where Good Ideas Are Always In Bloom16

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

Our calendar listings help you tie your business promotions to special events and observances.

C A L E N D A RCheck our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for Check our website OriginalLAfl owermarket.com for

C A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A RC A L E N D A R

17

October is Breast Cancer

Awareness Month

OCTOBER1 – 4 FlorEcuador Agrifl or 2014, Quito, Ecuador. www.Agrifl or.com.

3 – 4 Yom Kippur

4, 11, 18, 25 “The Wall” Farmers Market, Wall Street, Los Angeles Flower District, 10 a.m. – 3 pm.

5 – 6 “Holiday Trends,” presented by Telefl ora Northern California – Nevada Unit and featuring Kevin Ylvisaker AIFD CFD PFCI CAFA. Email: santacruzfl oral&yahoo.com or call 831 458-9232.

5 – 8 “Everyday Design: Develop-ing Your Signature Style,” with Susan Ayala AIFD PFCI at Telefl ora Education Center, Oklahoma City, OK. Call 800 456-7890, x.6234 or see Mytelefl ora.com.

6 – 8 FTD Re-Boot advanced course for FTD Boot Camp grads. See FTDi.com/FTDUniversity.

11 – 12 “Calif Flora 2014” Top Ten Design Competition,trade show, design workshops, design extravaganza, by California State Floral Associa-tion. Location: Mayesh Whole-sale Florist at 2295 Eastridge Ave., Riverside 92507. Call 916 448-5266 or email [email protected].

13 Columbus Day

16 Boss’s Day

17 – 19 Produce Marketing Asso-ciation 2014 Fresh Summer Inter-

national Convention & Exposition, Anaheim. Call 302 738-7100.

18 Sweetest Day

19 – 22 Association of Specialty Cut Flower Growers Inc. National Conference, Hilton Wilmington Christiana in Newark, DE. www.ASCFG.org.

22 – 24 Wholesale Florist & Florist Supplier Association “2014 Floral Distribution Conference,” Miami, FL. WFFSA.org.

31 Halloween

NOVEMBER3 Daylight Saving Time ends. Set clock back one hour.

Dia de los Muertos/All Saints Day

1, 8, 15, 22, 29 “The Wall” Farmers Market, Wall Street, Los Angeles Flower District, 10 a.m. – 3 pm.

2 All Souls Day

8 “Fall Harvest Flowers” design class at Huntington Library, San Marino. By Flower Duet, Torrance. 310 792-4968 or Flowerduet.com.

11 Veterans Day Election Day

-17 – 21 American Education Week

22 “Thanksgiving Centerpiece” fl oral design class, Flower Duet, 2675 Skypark Drive, #205, Torrance; 10:00 to Noon, $85. 310 792-4968or Flowerduet.com.

27 Thanksgiving Day

28 Black Friday retail sales day

29 Small Business Saturday

DECEMBERThe Original Los Angeles Flower Mar-ket is all decked out for the holidays with great greens, fresh cut quality blooms and fabulous prices.

1 World AIDS Day

Cyber Monday Internet sales day

5 International Volunteer Day

6 “Velvety Holiday Reds” fl oral design class, Flower Duet, 2675 Skypark Drive, #205, Torrance; 10:00 to Noon, $85. 310 792-4968or Flowerduet.com.

6, 13, 20, 27 “The Wall” Farmers Market, Wall Street, Los Angeles Flower District, 10 a.m. – 3 pm.

7 Pearl Harbor Day

12 Poinsettia Day Guadalupe Day in Mexican culture

13 “Holiday Flowers” design class, Huntington Library, San Ma-rino. By Flower Duet, Torrance. 310 792-4968 or Flowerduet.com.

16 – 24 Hanukkah

21 Winter Solstice

24 Christmas Eve

25 Christmas

26 – Jan. 1 Kwanzaa

Decorating Week for the Tourna-ment of Roses, Pasadena, CA

31 New Year’s Eve

SAVE THE DATE

Jan. 1 Rose Parade, Pasadena, CA

Feb. 1 Super Bowl, Phoenix, AZ

March 9 – 10 SAF Congressional Action Days

18

The world joins Californians in anticipating the Rose Parade on January 1, and people come from across the US to help decorate � oats. One So Cal � oral designer had the privilege of serving as a judge of the 2014 parade � oats. René van Rems AIFD shares some highlights: “The best part (of judging) was that I was able to elevate the � oral design section of � oat judging!” As one of three judges, René’s gig began with a VIP party where he met the executives and with discussions about protocol. His days began at 6 a.m. as he, the other judges, committee and technology team traveled by all 42 � oats on the � rst day. “It is an education to see each � oat from scratch and meet the dedicated volunteers, who help for months.”

Pasadena enjoyed 75-degree temperatures but

fresh � owers had to be kept cool until the night be-fore the parade when volunteers worked at frenzy pace to complete the � oat before the judges arrived. Float builders got one minute to explain the � oat, and judg-es got four minutes to score it. A timekeeper rang a bell at � ve minutes, judges stepped back and roaring applause followed. “I cannot explain the emotions,” says René. Some � oat volunteers cried at this � nal step of the intense process.

For René, the “opportunity to witness the 125th Tournament of Roses Parade from “the inside out, with mind-blowing logistics, was a once-in-a-lifetime event.” The theme for the 2015 parade will be “Inspiring Stories.” Work began months ago on � oat designs and decorations and � ower growing by participating farms.

The world joins Californians in anticipating the Rose fresh � owers had to be kept cool until the night be-

Rose Parade Excitement Grows

Cal Poly University’s 2014 fl oat. Courtesy of the Pasadena Tournament of Roses® Association.

JOB NO.: NEW

PROJECT: theMARKET-Bloomin’ News

SCALE: 1 : 1

TRIM: 8.25" x 10.75"

LIVE: N/A

BLEED: 8.375” x 11”

COLOR: 4/C

LIVE, TRIM, BLEED (DO NOT PRINT)

PRINTOUT SIZE: 100%

DATE IN: 5-12-14

DATE OUT: 6-5-14

PROOF ROUND: Rƒ-1

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Original Los Angeles Flower Market754 Wall Street, Los Angeles, CA 90014

PRESORTED STANDARDU.S. POSTAGE

PAIDLOS ANGELES CA

PERMIT #3644

CALIF FLORA“Preserving the Past – Presenting the Future”

Mayesh Wholesale Florist, 2295 Eastridge AvenueRiverside, CA 92507 • 951.571.9560

Saturday • October 11• California Certified Florist Exam

• Hands-on Design Classes• Student Design Competition

Sunday • October 12• “Top Ten” Floral Design Competition

• Afternoon Design Show• Trade Show, New Varieties, Silent Auction,

CCF Pinning, CSFA Annual Meeting

Enjoy the programs and camaraderie of floral industry colleagues.

Sponsored by California State Floral Association and Mayesh Wholesale Florist

Get More Details/Register:Call CSFA: 916.448.5266

Email: [email protected]

2014

limited only by your imagination - the original los angeles...

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