volunteering and teaching - the los angeles flower...

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


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 . . . . . . . . . . . . . . . . . . . . . .

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

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& T

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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


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.


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

BLOOM

Wordpix SolutionsContact Peggi Ridgway

800.200.1101 / [email protected]

Pro Du cer of Th e B loo m i n ’ n ews

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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


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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Roundabout

The Rene van Rems

AIFD bridal show at

Calif Flora 2011.

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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.


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

4

10 andeveryTues.

12–16

13 thru8/12

17

22

22–25

25–31

27

28

1–12

4–5

5–8

18

22

28–30

8/31–9/30

3

5

8

9

13

14

17

19–22

22

26

27–30

29

30 thru10/3

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.


PRESORTED STANDARDU.S. POSTAGE

PAIDLOS ANGELES CA

PERMIT #3644RETURN SERVICE REQUESTED

“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!

volunteering and teaching - the los angeles flower...

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