white house florist in bellflower - the los angeles...

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. March – Apri l 2011 • Volume 20 - Number 2

Helping Floraculture Students for 50 Years:

The Joseph Shinoda Memorial Scholarship Foundation See page 4

White House Florist in BellflowerFlower Market ad leads Mary Kwan to Career

f you ask Mary Kwan, owner of

White House Florist, to describe

her impressions of the Los Ange-

les Flower Market, she won’t hesitate

to tell you that it’s “beautiful” and

that today’s market vendors are “more

friendly – and they have coffee.”

It’s those little things that matter, es-

pecially for small business owners

trying to get by in today’s tough eco-

nomic climate. More importantly, they

matter to a florist who has been taking

such “extra steps” for her customers

and friends for a long time, someone

who learned the flower business pret-

ty much on her own in a career that

evolved from her response years ago

to an ad at the Flower Market.

Starting with a fresh canvas Mary Kwan started her career at

White House Florist with only minimal

experience or knowledge about the

operation of a retail floral shop or

selecting flowers. Georgia Rowe, the

now deceased previous owner, handed

her the reins just before Valentine’s

Day in February 1983.

Continued on page 14

IBy Peggi Ridgway

Photos by JDP Photography

Go Green for St. Pat’s . . . Make a Splash with Spring PastelsThey’re all yours at the Los Angeles Flower Market!

The Merchants of the Los Angeles Flower Market

Street map above

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

B. Floral Delivery Co-op . . . . . . . . 213 623.6974 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 387.1357

C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667 December Only

D. See detail (above right)

E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514

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

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

I. Dayro’s Wholesale . . . . . . . . . . . 213 623.4355

J. J. Dayro’s Certified Florist, Inc. . . . . . . . . . . . . . . . . . . 213 623.5239 Floral Supplies

K. Floral Supply Syndicate. . . . . . 213 624.3982 Floral Supplies

L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650 Floral Supplies

M. Stamis Wholesale . . . . . . . . . . . 213 622.6770 Floral Supplies

N. Floral Prop Rental . . . . . . . . . . . 213 622.1700 Floral Supplies

O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041 Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353

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

Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867 Exotic orchids

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

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

3. William Sanchez Wholesale . . . . . . . . . . . . . . . . 213 627.6312 Miscellaneous Cut Flowers

4. Dan Stamis Wholesale . . . . . 213 622.6770 Greens

5. Blossom Valley . . . . . . . . . . . . 213 891.9320 Roses

6. G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050 Full Service

7. Dayro’s Wholesale . . . . . . . . . 213 623.5177 Roses & Cut Flowers

7A. Flower Salad . . . . . . . . . . . . . . 213 624.1974 Miscellaneous Cut Flowers, Greens

7B. Dayro’s Wholesale . . . . . . . . . 213 623.5177 Roses & Cut Flowers

8. H.O. Norman . . . . . . . . . . . . . . 213 614.1031 Floral Supplies

10. Tommy’s Flower Land . . . . . 213 622.1205 Roses

11. Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898 Miscellaneous Cut Flowers

12A. Kimura Plus . . . . . . . . . . . . . . . 213 488.1620

12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.806913B Roses & Carnations

13A. Adriana’s Wholesale . . . . . . . 213 624.0407

14. Choice Flowers. . . . . . . . . . . . 213 489.4879 Miscellaneous & Exotic Flowers

17. Stelzner Wholesale . . . . . . . . 213 891.1514 Miscellaneous Cut Flowers

18. Sanvilla Wholesale . . . . . . . .213 489-7089 Greens

20. Cal Pom Pons . . . . . . . . . . . . 213 623.6651 Supermarket Florals, Rose Petals & Roses

23, Mellano & Company . . . . . . 213 622.079633, 34. Full Service

24. Valle Wholesale . . . . . . . . . . 213 688.8810 Full Service

26. Gonzalez Wholesale . . . . . . 213 613.0756 Miscellaneous Cut Flowers

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

28. Ted’s Evergreens . . . . . . . . . 213 624.951029B. Greens

29A. Vases by Robert . . . . . . . . . . 818 434.1512- 30 Ceramics

31. Balloons Away . . . . . . . . . . . 213 683.8819

32A. Gilbert Wholesale . . . . . . . . 213 689.9564

32B. A Ruiz Wholesale . . . . . . . . . 213 622.3695 Exotic Cut Flowers

36. - Tropical U.S.A.. . . . . . . . . . . . 213 614.191537. Exotic Cut Flowers

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

40. S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322 Miscellaneous Cut Flowers

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

44. Paradise Gardens. . . . . . . . . 213 488.5144 Full Service

45. Orchid Oasis . . . . . . . . . . . . . 213 627.3805 Orchids

50. Sanchez, Martin . . . . . . . . . . 213 629.4154 Fruit, Candy & Stuffed Animals

DEnlarged to showmarket vendors

Hours:Trade/Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m. M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m.

Public: ($2 admission weekdays; $1 on Saturday) For holiday and special hours, see www.LAFlowerDistrict.com.

We Look Forward to Seeing You Soon!

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

Cover Story: White House Florist Mary Kwan 1

LA Flower Market Map 2Feature: Joseph ShinodaMemorial Scholarship Foundation 4

People and Places 6

Potpourri 8

Happenings/Calendar 12

Roundabout 13

Contents

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

Christine Duke, Lizbeth A. Ecke, Johnny Mellano,

Jon Prechtl, John Williams, Christopher Calkins

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

Los Angeles Flower Market of the American Florists’ Exchange754 Wall Street, Los Angeles, CA 90014

Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796

Editorial and AdvertisingPeggi Ridgway, Wordpix Editorial Solutions

5146 East 23rd Street, Tulsa, OK 74114

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

Marisol Basaldua, Los Angeles Flower District Reporter

Phone: 213 622 0796 X 253 • Email: [email protected]

Art DirectorMichael Wheary, Calypso Concepts

Index to Advertisers

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

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

Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11

Moskatels/Michaels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16

Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . . Page 6

Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . . Page 8

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

Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10

This newsmagazine is published bi-monthly by The Los Angeles Flower Market of

The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA

90014 • Internet: www.bloominnews.com. Subscription and advertising details at

BloominNews.com.

Los Angeles Flower Market Hours & Info

Maps, Tenants, Hours, the Season's Flowers and More can be found at

www.LAFlowerDistrict.com.

Subscribe Your Florist FriendCalifornia florists and those actively working in the California floral and horticulture

industry are invited to join our mailing list at no cost. Subscribe at BloominNews.

com or fax your name, business name and address to FAX 918 743-1105. You can

also subscribe online to our email list to be notified when the PDF version of The

Bloomin’ News is available at the website.

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

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

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

for advertising rates and details. Phone (714) 228-1101; email: [email protected].

The Original Los Angeles Flower Market

It’s YOUR Flower Market!

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

754 Wall Street, Los AngelesLAFlowerDistrict.com

CeLebrATinG 90 YeArS in 2011

By Peggi Ridgway

For nearly half a century, the

Joseph Shinoda Memorial Scholar-

ship Foundation has been easing

the financial burden of floriculture

students who aspire to work in the

industry. In fact, the Foundation

has awarded scholarships valued

at more than $720,000 to 617 under-

graduate floriculture students since

its founding in 1964.

“Financial encouragement” to

deserving students is how the Foun-

dation honors a floriculture leader

named Joseph Shinoda, who devot-

ed his life to helping others and who

passionately believed in the value

of education to assure the future of

the floral industry.

A Man with a Dream Joseph Shinoda was the sixth of

nine children of Kumaichiro Shino-

da, who started a wholesale flower

farm in Oakland in 1906. The farm

became the San Lorenzo Nursery

Company in 1918. When Joseph was

eleven (in 1921), his father moved

the family to Los Angeles where he

became a wholesale vendor at the

Southern California Flower Market.

At the age of just 23 and a re-

cent Pomona College graduate, Jo-

seph took the reins of San Lorenzo

Nursery Company; within a year, he

became the company’s president.

Over the next 30 years, he led the

company through remarkable growth and to national recognition. He became

active in the floral industry both on a statewide level and nationally and shared his

dream of floral industry growth made possible by educating young people.

Shinoda was a founder and early president of the California State Floral Asso-

ciation; he served as a president of the Southern California Floral Association; as a

director of the Society of American Florists; and in leadership positions for FTD and

other floral associations. He was a founder of Keiro Senior HealthCare, today the

largest Japanese-American not-for-profit organization in Los Angeles County.

Shinoda shared and gave generously until his untimely death at age 55 in Janu-

ary 1964. His contributions to the floral industry were recognized posthumously in

1965 upon his induction into the Society of American Florists’ Floriculture Hall of

Fame. Perhaps the most lasting recognition comes, however, through the establish-

ment by family, friends and colleagues of the Joseph Shinoda Memorial Scholarship

Foundation on August 15, 1964.

Foundation Support and Structure Initially, the Foundation was financed by a gift from San Lorenzo Nursery Com-

pany, was run by a committee of ten floral industry leaders and operated under

JOSEPH SHINODAMEMORIAL SCHOL ARSHIP FOUNDATION

Joseph Shinoda would be so pleased

The Shinoda brothers, from left, Daniel, Peter, Paul, Joseph, Keyoshi and Tomitaka

4

the California State Floral Association. As word spread, donations began arriv-

ing from Joseph’s family, friends and colleagues. The Foundation awarded its first

scholarships ($1,000 each) in 1965 to Richard Tsukushi and George W. Field, horti-

culture students; and more scholarships were added in the years that followed.

Just eight years after it was established, the Foundation transferred its assets to

a new non-profit corporation, leaving the CSFA umbrella. Since then, it has funded

its scholarship awards with income from an investment portfolio ($613,000 at the

end of its 2010 fiscal year). It incorporated in 1972.

The scholarship track. The Foundation awards from five to ten scholarships of

$1,000 to $5,000 each year to college and university students in floriculture and

related fields. In 2009, it adopted board member Janet Kister’s suggestion by es-

tablishing the annual Shinoda Scholar of the Year Award. In addition, since 1986, it

has given more than $180,000 in 184 incentive and other grants to 33 college and

university floriculture and horticulture programs.

All donations to the scholarship program are welcome. The “Restricted Gift

Scholarship,” however, is a special opportunity. In 2006, a $15,000 gift from the Cali-

fornia Floral Council kicked off this program through which individuals and com-

panies can directly participate through a gift of $25,000, with $1,000 scholarships

awarded annually in perpetuity. The scholarship is named in their honor or in honor

of a loved one or colleague. Currently, the Restricted Gift Scholarships are: Califor-

nia Floral Council ($1,000) and the Shinoda Design Center ($1,000 for a student in

floral design from Los Angeles, Orange, Riverside or San Diego counties).

Applications are accepted from students in four-year accredited colleges

across the United States and from California community colleges, from Janu-

ary 1 through March 30. All information and application forms can be accessed at

www.shinodascholarship.org.

People make it work. Since his election as president of the Foundation’s board

in 1998, Paul Ecke III has led the Foundation. With Barbara McCaleb, executive sec-

retary since 1992, and a board of

fifteen people, this team has coor-

dinated the scholarship application

and award process. Elmer Fisher

served as board president for thir-

teen years, signed the Founda-

tion’s articles of incorporation, and

was active in the Foundation’s ac-

tivities from its founding until 2000.

Many others contributed hundreds

of hours of dedicated time to the

Foundation to help students.

Honors are due. In 1983, in rec-

ognition of the Foundation’s out-

standing support and promotion

of the floriculture and ornamental

horticulture industry, the Society of American Florists honored the Joseph Shinoda

Memorial Scholarship Foundation with its Distinguished Service Citation.

Flashbacks. For 30 years after Joseph Shinoda’s passing, San Lorenzo Nursery

Company continued its amazing climb to become “one of the largest growers and

distributors of flowers and flower products” (Bloomin’ News, 1964). Then, years of

economic ups and downs and the impact of increasing floral imports resulted in a

decline in the domestic floral industry. San Lorenzo Nursery Company closed its

doors in mid-1995. Nine years before, the grandson of Kumaichiro Shinoda, Jimmy,

and his three sons opened the Shinoda Design Center in Santa Ana, California.

Salute. We honor the Joseph Shinoda Memorial Scholarship Foundation, which

has faithfully served the floral industry for 47 years and helped hundreds of stu-

dents realize their dream of service to the floral industry. Joseph Shinoda’s dream

is fulfilled through the Foundation established for that purpose.

Paul Ecke III, right, presents plaque to Elmer Fisher on April 24, 1999, for Fisher’s “many years of ser-vice as both a board member and as president” of the Foundation.

The Shinoda Scholarship Strategy

Only the highest caliber students are eligible for scholarships from the Joseph Shinoda Memorial Scholarship Founda-tion. Winners are selected from a pool of applicants based on their superior aca-demics, career goals, extracurricular ac-tivities, work experience and need. “These students are the future of the industry,” says Paul Ecke III, Shinoda Foun-dation president. “We are pleased to be able to support their endeavors and bol-ster horticulture’s growth.” As an incentive for educational institu-tions to encourage students to apply, ten percent of the value of each scholarship is sent to the awardees’ departments. In ad-dition, students may be eligible for one of the Restricted Gift Scholarships ($1,000) or the Scholar of the Year. The Shinoda Scholar of the Year honors the best of the best in floriculture, horti-culture or a related field. Through this award, says Paul Ecke III, “we put the spot-light on the growth, potential and pos-sibilities these students represent for us nationwide.” The first-ever Scholar of the Year was a young student from Manheim, Pennsylvania, Hilary Snavely, a horticul-ture student at Delaware Valley College. The 2010 Scholar of the Year was aspiring greenhouse grower Evan Schnabel, an Iowa State University senior horticulture major from Brookings, South Dakota.

Original (1964-65) Committee Arthur T. Ito Sr. Lyman McFie John N. Fukushima George Walker James F. Bonaccorsi Robert Weidner William Enomoto Mas Yonemura Edward Geoppner James E. Dible Charles R. Hum Takeshi Yatabe

2011 Directors

Paul Ecke III, President, Paul Ecke Ranch, Encinitas, CA; Susanne Koch Snyder, Vice President, Koch California Ltd., Nipomo, CA; Dan Vordale, Secretary, Ocean View Flow-ers LLC, Lompoc, CA; Paul Nielsen, Trea-surer, Central Coast Plant Co., Santa Barbara, CA; Mike Connelly, Florasource Ltd., Salinas, CA; Walter (Dude) Engel, Dude Ranch, Somis, CA; Cheryll J. Goto, Unique Floral Shop, Montebello, CA; Bruce N. Hall, Robert R. Hall Inc., Encinitas, CA; Janet Kister, Sunlet Nursery Inc., Fallbrook, CA; James T. Kusuda, Shinoda Design Center, San Diego, CA; Robert Otsuka, California Flower Market Inc., San Francisco, CA; Maurice Sourmany, Victor The Florist, Santa Barbara, CA; Virginia Walter, Horticulture & Crop Science Dept., Cal Poly State University, San Luis Obispo, CA; Evelyn Weidner, Weidner’s Gardens Inc., Leucadia, CA; Bill Young, Aspen Enterprises, Watsonville, CA

5


In Remembrance: Elmer Fisher We are saddened to learn of

the passing of a lifelong friend to

flowers, Elmer Fisher, on January

20, 2011 at the age of 89. Elmer

was an insurance underwriter in

Pittsburgh, PA when in 1946, he

moved to Los Angeles to work

for his father-in-law, George

A. Berlin. For the next 40 years

he earned a reputation for his

marketing savvy and hard work. He eventually bought the

company and turned it into a Wall Street powerhouse. In 1963,

he moved the company to the Southern California Flower

Growers across the street. As years passed and the company

grew, he entered into shipping arrangements with trucking

companies and opened warehouses to accommodate his

grocery chain floral supply business.

As imports left their mark on the domestic floral market,

Elmer considered the future of G.A. Berlin Company. In

1986, one year after the death of his wife Marian, he closed

it and moved to Buellton to join his son Jay in managing the

Fisher Farms Company. While there, he maintained the firm’s

flower industry contacts and assisted with work involving the

Tournament of Roses Parade. In a 2007 interview for the book,

Sending Flowers to America, Elmer said, “The floral industry

– there’s nothing like it. I still like to have my finger in it and

know what’s going on.”

Elmer Fisher served a term (1975) as president of the

California State Floral Association. He was a devoted president

of the Joseph Shinoda Memorial Scholarship Foundation from

1985 until 1998.

In recent years, he experienced heart surgery and a broken

hip. He is survived by his son Jay and daughters Becky, Kristi

and Heidi; ten grandchildren and twelve great grandchildren.

Ecke Guatemala Manager Wins Award Ecke Ranch and

Ecke Geraniums, SA,

announced recently that

Byron Calderon, Ecke

Guatemala’s general

manager, won the 2010

Manager of the Year

Award in the Expansion

category for the country

of Guatemala. Byron was

honored by the Managers Association of Guatemala in October

2010 at a special celebration. “We are especially pleased

when the hard work and commitment to our employees and

customers is recognized at such a high level,” says Paul Ecke III.

Byron has been with the Ecke firm since December 2000.

Juliann Rooke is Descanso COO Juliann Rooke, chief financial officer at Descanso Gardens

Guild Inc., was promoted January 1 to the new position of

Chief Operating Officer for the 160-acre botanic garden.

In her new position, Juliann will continue as CFO while

also managing business operations including the Visitor

Center, Special Events and Rentals and the Gift Shop.

Chad Nelson New CCFC Chair Chad Nelson of Eufloria Flowers in Nipomo, CA, took the

reins as Chairman of California Cut Flower Commission

recently, after serving as a CCFC commissioner for the

past nine years. Also serving in CCFC leadership roles are

first vice chair Lane DeVries, The Sun Valley Group, Arcata;

second vice chair Mike A. Mellano, Mellano & Co., Oceanside;

secretary Diana Roy of Resendiz Brothers Protea, Fallbrook;

and June Van Wingerden of Ocean Breeze, Intl., Carpinteria.

The Commission also approved these new appointments:

Jennifer Everett of California Floral Greens to serve as District

People & Places

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

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

2011CLASS SCHEDULE

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

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

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

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

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

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

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

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

Design For Excellence May 16-17

Permanent Botanicals May 25-26, Sept 29-30

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

Holiday – December 10


People & Places

2 Commissioner; Ivor Van Wingerden of Ocean Breeze

Internation to serve as a District 3 Alternate Commissioner and

Dave Kitayama of the Kitayama Brothers to serve as a District 2

Alternate Commissioner.

Richard W. Jackson 2012 Parade President Richard W. Jackson, the recently confirmed president of the

2011-2012 Tournament of Roses, has announced the theme

for the parade will be “Just Imagine…” Jackson, a volunteer

member of the Pasadena Tournament of Roses Association

since 1975 and an executive committee member since 1974,

believes the theme can be embraced by children and adults

alike. The 123rd parade and Rose Bowl Game will be held on

Monday, January 2, 2012.

Karen Ross Named Cal Food and Ag Chief Karen Ross was recently appointed Secretary of the California

Department of Food and Agriculture, after a stint as Chief of

Staff of the U.S. Department of Agriculture. Ross was president

of California Association of Winegrape Growers for thirteen

years and led the Government Relations for the Agricultural

Council of California for seventeen years.

Endowment Establishes Dillon Tribute The American Floral Endowment has established the Douglas

K. Dillon Memorial Tribute, after receiving a $1,500 donation

from the board of directors of Hortica Insurance. Dillon, who

passed away in September 2010, was a great supporter and

active member of AFE.

van Rems Designs Flowers,Book and TV Documentary

It was the designing of real flowers, reality TV, an amazing

book and the start of the ultimate educational road show

and book-signing event for lovers of bridal flowers. The San

Diego-based René van Rems international Master Symposium

concluded in January with 25 participants and more than

90 unique bridal bouquet styles and techniques taught and

created. Students paired up to discuss their creative goals

from technical and aesthetic perspectives and, after creating

each of the 25 styles of carrying pieces, presented their work.

Completed bouquets were photographed studio style using

models in the latest styles of

bridal gowns provided by White

Flower Bridal Boutique and Bridal

Showcase. The photos are the

foundation for René van Rems’

second book, René’s Bouquets

for Brides, an oversized, square

format coffee table book, visual

reference and sales guide. (See

Books For You.)

Photography was handled by Pat Boemer of Pacific Plus,

and the arranging and modeling was filmed by Jake Tison

and Andy Cooper, assistant producer Rick Comrie and sound

engineers David and Paul Mendez. The team shadowed

creative director and principal instructor René van Rems

AIFD, guest instructor Tony Alvarez AIFD and the symposium

participants for seven days.

Art director Cindy Cochran worked with nine international

models to style the atmosphere for the floral styles created for

the book’s 25 chapters. Companies contributing to this two-

year promotion included Sun Valley Floral Group, Resendiz

Brothers, Mellano & Company, Dramm & Echter/Fox Point

Farms, Passion Growers, Dos Gringos, William Puckett Ferneries,

Paradise Floral Farms, Hawaiian Tropical Flower Council/Green

Point, Hawaii, Design Master Color Tool, Chrysal USA, Smithers-

Oasis, Syndicate Sales, Fitz Design and Amy’s Orchids.

See below for details about the book (release date: May 1,

2011).

René’s Bouquets for Brides By René van Rems AIFD The elegance of René van Rems’ exquisite de-

signs for the bride and her most memorable event

are showcased in this extraordinary resource for

the floral industry and consumers. Twenty-five

chapters of stunning, large-format photos and de-

tailed close-ups feature bouquet styles with new

twists in this hardcover, 12x12” book. New haute

couture, fashion-forward cascading bridal bou-

quets and major modeled bridal gown styles with

appropriate flowers and bouquet styles make this

book a unique selection sales tool. René van Rems,

the Dutch-born, California resident designer and

author, known to many Bloomin’ News readers,

also includes a step-by-step, how-to designer’s

handbook. Twenty-four of van Rems’ students,

who also participated in his Master Symposium in

January, helped produce the book and a film for

PBS television. Available after May 1, 2011, at www.

Renévanrems.com bookstore for $49.99. The first

100 books will be autographed.BOOKS

FO

R

YO

U


Potpourri

Ecke Expands in Guatemala

Construction on Farm 3 began in December. Photo courtesy of Paul Ecke Ranch.

Ecke Ranch initiated a major expansion to its farms in

Guatemala in December 2010 with construction beginning

on a new farm. The farm will help Ecke service the increasing

needs of its large-grower customers. The initial phase will

cover about 250,000 square feet, with overall management

performed from Farm 1 which the new farm adjoins. Owner

and Chief Operating Officer Paul Ecke III is pleased that the

new generation of greenhouses will be of a new, all-metal

design from Crider Americas (USA), addressing climatic needs

well. In addition to the new farm, half of all the poinsettia

ranges in Guatemala will get new plastic to raise light levels

and increase overall quality. Ecke owns more than 5.4 million

square feet offshore and is ranked number 5 in Greenhouse

Grower’s “Top 100 Growers” in 2010.

AIFD-SW Presents Wedding Spectacular The American Institute of Floral Designers Southwest Region

will present “A Wedding in the City, the Bridal Design spectacular”

on March 6. The show will be based on the style of the movie,

“Sex and the city.” For more details, call 888 962-0032.

Cal Poly Takes Viewers’ Choice at Rose Parade

Cal Poly Universities’ “Galactic Expedition.”

Courtesy of the Tournament of Roses Archives.

Cal Poly Universities won both the Viewers’ Choice Award

and the Fantasy Award in the January 1, 2011 Tournament of

Roses Parade. Titled “Galactic Expedition,” the float depicted

seven childhood friends building the rocket ship of their

dreams. It featured an operating crane, a spinning planet and

tools and toys situated on an airy cloud high above the earth.

It was covered by more 12,000 roses, 8,500 mums and about

9,500 carnations. For the first time ever, fans could cast votes

via text message in addition to an online poll.

Calling Floral, Horticultural Researchers The American Floral Endowment is calling for pre-posals

from researchers interested in 2012-2013 funding for

production and post-production scientific research projects,

or public benefits research projects. AFE’s deadline is June 1,

2011. Apply at www.Endowment.org or call 703 838-5211.

CCFC Aims to Supply Paradewith California Flowers

A December 31, 2010 Los Angeles Times article raised

questions about where all the flowers for the Rose Parade

are being sourced from. The parade that began in 1890 as

a way to showcase flowers and draw attention to products

Sell Your Shop Faster and for the Highest Price Possible!

I only sell Businesses!

Sean Edelstein 949-551-2060www.4saleflowershops.com

Orange, Riverside, San Bernardino & Los Angeles Counties

An Independently Owned and Operated Member of The

Prudential Real Estate Affiliates, Inc.

High volume shop in Orange County, corner location, nets over $180k.

Great 50+ Year Flower Shop next to an L.A. Cemetery, Long-term lease available, Offered at $149,000. Owner will carry!

Available for Sale!


Potpourri

grown in fertile California now features floral imports. The

California Cut Flower Commission has begun discussing with

Tournament of Roses Parade organizers the opportunities

for the event to feature local California flowers and the farms

that supply them.

Want to Go to Congress? Here’s Your Chance! Join members of the Society of American Florists as they visit

Washington, DC on March 14/15 to visit members of the 112th

Congress. You’ll be fully briefed on the issues and will know

how to talk with legislators before they head up to Capitol

Hill with their delegation. Get to know the newbies and help

them get to know you. “One-fifth of Congress will have no idea

who we are,” says SAF Government Relations Chairman David

Mitchell, AAF. Learn more at www.Congressionalactiondays.

com or call Laura Weaver at 800 336-4743.

The Flower Fields at Carlsbad beckon flower lovers from mid-March

to mid-May. Don’t miss this opportunity to see the amazing and

colorful spectacle of ranunculas.

Faith Hill Teams Up with Teleflora In a commercial aired during Super Bowl XLV on FOX television,

five-time Grammy Award winner Faith Hill, and Teleflora,

the world’s leading flower delivery service, announced their

creation of “The Collection by Faith Hill,” reflecting Hill’s style,

taste and artistry. This is Teleflora’s third year to run a 30-second

spot during the big game. Teleflora and Hill will collaborate

throughout the year on “The Collection by Faith Hill,” adding

to the assortment with a variety of elegant bouquets. Also

debuting in conjunction with Teleflora’s latest commercial was

Teleflora’s fun new “Flower Coach” iPhone application.

“Get Your Green On” in San Francisco “Life in the California Garden” will be celebrated this year at

the San Francisco Flower & Garden Show, the largest, world-

class garden festival of its kind in the West. Happening at the

San Mateo Event Center March 23-27, the event features 20 full-

sized garden installations and seminars by experts. New this

year is a 5,000 square foot “Aesthetic Edible Garden” and a wine

tasting area. Tickets $20. For details, see SFgardenshow.com.

Social Media Driving Public Relations Efforts A national survey by Cision, a leading software technology

company, and Don Bates of The George Washington

University’s Master’s Degree Program in Strategic Public

Relations, a majority of journalists depend on social media

when researching stories. Some 89 percent use blogs, 65

percent use sites like Facebook and LinkedIn, and 52 percent

turn to services like Twitter. Although social sites don’t offer

fact verification, they are enjoying unprecedented popularity

with employees, friends and family members “talking” non-

stop about celebrities and products they love and hate.

Even the Society of American Florists is getting into the act.

In 2011 it will introduce enhancements to its Flower Factor

Social Media Hub – including “The Fleurtations” experts in

entertaining, interior decorating and relationships, a Wedding

Twitter Party and holiday home makeover. “The Flower Factor

Social Media Hub will be the true center of floral information

and sharing, says SAF Consumer Marketing Chairman Steve

Frye of Baisch & Skinner, Inc.

Continued on Page 10

Sweepstakes winner “Birds and Bees”

was designed by Charles Marder

and modeled by Susan Fekety.

Over 100 Years of History of the Southern California Flower Industry

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

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

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

SENDING FLOWERS TO AMERICA

$5600 (includes shipping) Each

The Perfect

Gift Year ‘Round!

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

SAIFD 2010-2011 executive committee from

left, president Therese (Tee) Dryer Torres,

secretary Janet Hudson; vice president Louise

MacFarland; and treasurer Jaime Dunn.

Gail Call,

SAIFD faculty advisor

Honeysuckle

Pantone Color of the Year

A Color for All Seasons It’s courageous, it’s confident

and it’s vital, this brave new color.

Called Honeysuckle, Pantone

has named it the 2011 color for

fashion, weddings, home interiors

and packaging materials. See

examples of its uses at Pantone.

com (click on the large colorful

banner across the top).

Lace is “In” Sheryl Schultz, the J. C. Penney accessories trend director,

says we should bid farewell to spiked cuffs and army boots.

“We’re ready to be happy again.” From ethereal lace dresses

to floral and lace bands and ribbons on clothing and flowers, a

simple look becomes a masterpiece.

Be Seen by Summer Brides Get your shop’s website listed in bridal directories on the

Internet, such as: Yahoo! Small Business (Smallbusiness.yahoo.

com) and Google Business Solutions (Google.com/services),

city and regional directories (California.uscity.net/bridal),

(Californiaweddingsandevents.com) and more.

SAIFD Chapter Revs Up for Spring It’s another whirlwind semester

for the Shirley Haas Chapter of

Student American Institute of

Floral Designers at Golden West

College in Huntington Beach.

The 12-member group and

two advisors meet the second

Sunday each month and devote

many more hours to promoting

and developing projects.

Last August, the new chapter hit the ground running with

its formidable fundraiser, selling branded items like aprons,

t-shirts, messenger bags and tool kits featuring a “Shirley”

poppy with vivid green script on a black background. The

students kept up the frantic pace through the holidays,

promoting through the campus website. St. Patrick’s Day,

Easter and other fundraisers will help fund tuition needs of the

GWC SAIFD members to want to compete at the AIFD National

Symposium in San Francisco in July.

SAIFD aims to expose

its members and the

community to higher

levels of artistry in

floral design. The

Shirley Haas Chapter

will hold its first

Artist in Resident

program this spring

on campus, featuring

Darrell Poper AIFD

of Standing Ovation

Flower Gallery. For details about this free program and future

events, call the Golden West College Department of Floral

Design at 714 895-8330.

Software Guys Supply Flowersfor Homes, Companies

In 2009, after researching industries that needed to catch

up technologically, Bryan Burkhart and Sonu Panda started

an online, subscription-based floral business. Since the arrival

of major financing and equipment, their H.Bloom company

has been selling subscriptions to consumers at an increasing

rate and delivering arrangements according to customer

preferences on a regular basis. The subscription model allows

H.Bloom to place accurate product orders and experience

less spoilage and unsold flowers. Subscriptions are paid for in

advance, creating working capital.

Potpourri

Wordpix SolutionsContact Peggi Ridgway

800 200-1101 / [email protected]

The Right Design for Your Website, Newsletter, Book

or Company Manual

BUSINESS DESIgN SINCE 1989

PRODUCER OF THE BLOOMIN’ NEwS

Hey!

Hey!

Mellano & Company has a long & rich heritage of growing flowers, fillers and greens on over 400 acres in

San Luis Rey, California. As both Wholesaler and Farmer, we understand what it takes to not only grow quality

product, but also what product you’ll need and when. Plus we make sure that dedication and diligence extend

to our partner farms all over the world. Call us today at 1-800-635-5266 or go visit our newly renovated

www.mellano.com for these, and other fine, fresh, featured flowers and foliage.

TRIM

BLEED

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

Issue Date: February 2011

Version: M&C_BloomnNews_Full_RuscusCTA_MECH4.PDF

Advertiser: Mellano & Company

Contact: Bruce Brady (707.845.5665)

Agency: Tractor Design Co

Contact: Matt Warner (503.502.5168)

NOW WITH ISRAELI RUSCUS


What’s Happening

Opening of The Flower Fields, Carlsbad. 50 acres of blooms and activities; I-5 Palomar Exit, Carlsbad. Theflowerfields.org. Pacific Orchid Exposition, San Francisco. Call 415 665-2468 or see Orchidsanfrancisco.org. “A Wedding in the City,” based on “Sex and the City,” South-west Chapter AIFD at National Orange Show Fairgrounds, San Bernardino. Features Susie Ayala AIFD, Lorraine Cooper AIFD, Carol Caggiano AIFD and Lori Novak AIFD. Call Michael Quesada at 888 962-0032; or 805 729-0499.

World Floral Expo, Miami, FL. Worldfloralexpo.com or Hppexhibitions.com

Daylight Saving Time begins

SAF Congressional Action Days, Fairmont Washington, Washington, DC. See story inside. Call 800 336-4743; SAFnow.org. St. Patrick’s Day

“Wedding Bouquet Hands-on Workshop” with René van Rems AIFD, 9 a.m. – 4 p.m., at René van Rems International, 3260 Corporate View Drive, Vista 92081. Fee: $295. Call 888 824-7363; René@Renévanrems.com. “Cherry Blossom Festival” at Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge. Fee: $8; Call 818 949-4200; Descansogardens.org. Spring begins “Testing, Testing … 1,2,3: A Primer on Using the Principles & Elements of Design,” with Kevin Ylvisaker AIFD PFCI, Teleflora Education Center, Oklahoma City, OK. Call 800 456-7890; Myteleflora.com. “Get Your Green On” at San Francisco Flower & Garden Show, San Mateo Event Center, 1346 Saratoga Drive, San Mateo. Large garden installations from top designers, horticulturists. Call 925 605-2923; SFgardenshow.com. WF&FSA Management Institute, Atlanta, GA. Call 888 289-3372 or see WFFSA.org. Master Gardeners visit The Flower Fields; plus fun activities for all. I-5 Palomar Exit, Carlsbad. AIFD Southern Region Conference presents “Botanical Arts” with Anaheim master designer Phil Rulloda AIFD AAF PFCI and others. Call 540 907-0606; AIFD.org; “Build Your Own Hydroponic Spring Garden,” 9 a.m. – Noon, San Diego Botanic Garden, 230 Quail Gardens Drive, Encinitas. Call 760 436-3036, x.206; SDBgarden.org.

March1

4–6

6

13

14–15

17

19–20

20

20–23

23–27

24–26

26

25–27

20–23

24–28

1

2

3

3–6

9

10

16

17

22

24

29–30

Fresh Produce & Floral Council – Northern California Expo, Pleasanton. 714 739-0177; FPFC.org.

April Fools Day “Make Your Own Succulent Container Arrangement,” 10 a.m. - 1 p.m., San Diego Botanic Garden, 230 Quail Gardens Drive, Encinitas. Call 760 436-3036, x. 206; SDBgarden.org.

Tomas de Bruyne Floral Design Workshop, Camarillo ROP, 465 Horizon Circle, Camarillo, 9 a.m. to 5 p.m. Fee: $350. Sponsored by CSFA and Camarillo ROP. Call 916 448-5266; email [email protected]. “Prom Ready? Flowers to Wear,” with Joyce Mason-Mon-heim AIFD PFCI, Teleflora Education Center, Oklahoma City, OK. Call 800 456-7890; Myteleflora.com. Master Gardeners visiting The Flower Fields, I-5 Palomar Exit, Carlsbad. Plant Sale by Mt. SAC hort students at Descanso Gardens. $8 admission. Call 818 949-4200 or see Descansogardens.org. Interactive Garden Walks begin at 10:30 at Descanso Gardens. Registration required. Call 818 949-4200 or see Descansogardens.org. Master Gardeners visit The Flower Fields, I-5 Palomar Exit, Carlsbad. Palm Sunday Canon Macro Photography workshop, 10:30 a.m. ‘til 3:00 p.m., at The Flower Fields, I-5 at Palomar exit, Carlsbad. Free. Earth Day Easter Sunday Descanso Spring Plant Sale, Descanso Gardens Lake House Nursery, 9 a.m. to 4 p.m. Call 818 949-4200; Descansogardens.org.

July 20-23, California Floral Convention, La Costa Resort & Spa, Carlsbad, CA

September 22-25, SAF Annual Convention, Orlando, FL

November 3-5, WF&FSA Floral Distribution Conference, Miami, FL

April

Save the Dates


Mellano Holds Grand Re-Opening

Mellano & Company announced a successful Grand Re-Opening

of its Los Angeles wholesale facility on Wednesday, January 5,

2011. The transformation of its sales area included new access

for customers to experience a walk-in cut-flowers cooler, which

enables strict “cold chain management” for florals. Florists and

designers can now view the flowers through the glass or, better,

walk into the cooler to personally inspect the colorful blooms

and fresh greens, knowing that ideal temperatures have been

preserved from harvest to purchase, assuring longer vase life.

Mellano has also installed a fun café and meeting area,

expanded their plant line and added a hard goods line. Weekly

drawings for iPods and

other popular products

have stirred up a buzz

among customers.

Third generation

family member and

long-time Los Angeles

market manager Bob

Mellano summed up the improvements: “We are excited to make

our business better for our customers. (We now offer) fresher

flowers, more selection of plants, hard goods and a commitment

to filling our customers’ orders on time every time … this is a fun

start and we view it as only the beginning!”

Members of the Southwest chapter of AIFD started the New

Year by traveling to Phoenix for a “Special Events Tabletop Design

Competition.” We saw Tenley Young (L.A. designer who recently

won the first season of “The Arrangement” reality show on LOGO-

TV) and Rene van Rems AIFD quoted in Florists Review January

issue in a fun article about trends. And Debbie and Tony Alvarez

CCF AIFD together with Reina Sumabot AIFD presented an

exciting one-day “calla” workshop in Camarillo a while back. The

show stoppers were the extraordinary California calla lilies!

Kudos to Marc Byrd, whose design work for the wedding of

actors Armie Hammer and Elizabeth Chambers was showcased

in the Spring Wedding issue of C Magazine – California Style.

René van Rems is gearing up for his “Spring Wedding Bouquet”

workshop in March (see our Calendar!).

Great job, Bob Mellano and Bruce Brady, on a fabulous

re-opening of the Mellano facilities at the Market in January.

The response from customers, employees and the wholesale

community was overwhelmingly positive. In San Diego

County, Mellano & Company (worldwide supplier of more

than seven million bunches of fresh flowers and foliage), along

with Altman Plants (largest producer of cacti and succulents),

hosted participants in SAF’s Pest and Production Management

Conference in late February.

The Los Angeles Flower Market is up to something innovative

“on the roof.” Look for details in our May issue.

Response to the Tournament of Roses parade was

enthusiastic, as 23 entries floated away with trophies and awards.

Sweepstakes for the Most Beautiful Entry with Outstanding Floral

Presentation and Design went to Dole; and the Best Presentation

of Color & Color Harmony through Floral Use trophy went to

HGTV. See the whole list at Tournamentofroses.com.

Mayesh held an Open House and National Design Contest,

awarding a trip for two to Miami or Los Angeles as the grand

prize. The event was held simultaneously on January 12 at all

fifteen Mayesh locations.

Roundabout

Advertise in

The Bloomin’ NewsReach 5,000 florists and others in the So Cal floral industry!

Published January, March, May, July, September & November

More Details: www.bloominnews.com

Contact: 800 200-1101 • Fax: 918 743-1105 • [email protected]

Size Single/Annual Rates

1/4 page $175, $150 each

1/2 page $400, $350 each 1 page $600, $525 each Cover $800, $725 each

Guidelines & DetailsThe deadline to reserve ad space is six weeks before month of publication. You may submit your own art-work or we will design an ad based on information you provide. Except for cover ads, ad position in the newsletter is subject to change.


White House Florist | continued from page 1

Rowe’s husband, seeing Mary’s apprehension about being the

manager of the shop, patted her shoulder and said, “You’re

going to be OK, Mary, you’re going to be OK.”

Roe’s employees stayed on, key people for their roles

in design and flower purchases. Kwan learned operating

procedures, efficiencies and marketing from mentors like

them and her cousin George Woo, now retired, former owner

of Fritz Young Florists in Monterey, California. Woo, who

studied floral design in Japan, first introduced Mary to the

business by hiring her (part-time) in his shop. The idea that

she might run her own shop soon followed. She was young,

eager and willing to jump into a new thing.

Kwan has operated her shop for 27 years and owned it since

the late 1990s. Her loyal customers include the children and

grandchildren of

Georgia Rowe’s

original customers.

These customers

along with long-

term employees,

suppliers and ven-

dors, make up the

White House Florist

team.

“I was lucky,” she says today. “We were like a family.” A family

that included employees with unique talents, knowledge and

skills, such as Shirley Petroski’s “beautiful voice and way with

customers,” which was “a blessing for more than 20 years;

and (current employee) Fernando Salguero is very good

with customers, and super designers Mee Hong Yu and Ai

Ya Yu.” Mary’s husband, William, cheerfully helps in the shop

every morning. This is a team that pitches in and decorates,

changes the décor in keeping with the seasons, and does

what’s necessary, without question.

One up on the recession A core group of dedicated employees is essential for a shop

that rarely has a “slow” period. White House Florist sits on a half

acre of land on busy Flower Street in Bellflower, handles heavy

holiday orders and orders from customers of the mortuary right

next door. During summer months, ordinarily slow for retail

florists, there’s a steady stream of orders from next door.

The small, quaint nooks and crannies filled with greens,

day lilies, potted flowering plants, quilted pillows, gift items,

studio, cooler and counter, were once rooms in a house.

White’s Mortuary owner Mrs. White also owned the house

and converted it to a floral shop to meet the demands of her

mortuary customers who frequently asked where they could

buy or order flowers. The Whites were the parents of Georgia

Rowe, who rented the White House Florist to Mary Kwan and

eventually sold the house property to Kwan.

A little extra for someone Mary Kwan has her own favorites and delights among the

fresh floral products at the Los Angeles Flower Market, and she

also does well at selecting flowers for anniversaries, weddings

and other special occasions. She’s earned the trust of many for

her keen eye, her ability to choose the perfect products and

her team’s outstanding arrangements and decor.

Once, a father and daughter came in for a casket piece for

wife/mother, a lady who had loved and grown plumeria. Mary

drove to their home and cut the plumeria from the mother’s

garden. People who saw the arrangement on the casket

exclaimed, “Wow! What beautiful flowers!,” and then realized

the blooms were plumeria from the deceased’s garden, which

made them all the more special.

“When you do a little extra for someone, they remember you,”

says Kwan. She is often given the task of selecting all the flowers

for a funeral arrangement, by customers who know her work

well. On her floral order forms, they simply check the item that

tells the florist it’s “your choice.” Others say, “Just let Mary do it.”

Georgia Rowe is still remembered for her love of flowers

and the momentous contribution she made to Mary Kwan’s

business and career. Since her death around eleven years ago,

Mary has been taking flowers to Roe’s grave several times each

year, just “because

Georgia would like

them.”

Others who recog-

nize Kwan’s deft touch

and talent in floral

design and selection

offer comments on-

line (Yelp.com; insider

pages.com) like “the

best florist you will

ever find,” “her flowers

are on sterioids,”

“always so beautiful

and have an added

personal touch” “she’s

amazing and friendly,” “great florist!,” and “flowers that look

twice as expensive.”

These much deserved tributes reflect the amazing growth

and artistry of the once young flower lover who had little

experience but a whole lot of ambition and ability.

You can’t drop-ship artistry.

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

754 Wall Street, Los Angeles, CA 90014

PRESORTED STANDARDU.S. POSTAGE

PAIDLOS ANGELES CA

PERMIT #3644

We Always Offer a 10% Discount to the Trade

white house florist in bellflower - the los angeles...

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