What should we call it?
A) Star Struck
B) Disco Queen
C) Funfetti

We need to know today!

Leave your vote in the comment section below or go add your vote on our Facebook page:  https://www.facebook.com/CaliforniaGrownFlowers

Armed with their passion, their stories and the Twitter hashtag #AgDay, farmers from across the country celebrated National Agriculture Day and communicated the value of American Agriculture brings to the economy and our communities on March 19th.

On March 20th, California Agriculture celebrated Ag Day on the steps of the Capitol in Sacramento.  The Commission and the California State Floral Association co-sponsored the floral booth, featuring the bounty of “CA Grown” flowers and sharing the important economic impact that the floral industry has on the state’s economy.

The "CA Grown" logo continues to represent a powerful message to both lawmakers and consumers. Are you labeling your sleeves?

CSFA’s Executive Director Ann Quinn organized all of the industry and student volunteers to help ensure that the California flower booth was another big hit and that all of the “CA Grown” flower bouquets were delivered to members of the legislature.

CDFA Secretary Karen Ross, proudly wearing her "CA Grown" button, during her remarks at Ag Day in Sacramento

CDFA Secretary Karen Ross provided the official remarks from the Brown administration, highlighting the importance of celebrating AgDay and the significant role California’s family farms plays in producing safe and healthy food, both nationally and internationally.

“This annual effort is an important opportunity for California’s agriculture community to work together to promote itself and highlight its significance,” explained CCFC CEO/Ambassador Kasey Cronquist.  “Working with Ann Quinn and her team at CSFA to showcase our industry on the steps of the Capitol, is just another opportunity for us to explain why California’s flowers are America’s flowers.”

Visit our Flickr page to see more photos from Ag Day

The fresh new design look for 2013.

I am very excited about this year’s 2013 California Farm & Flower Guide.  The project is well underway, with another fantastic design by the team at Florists’ Review. This year’s project feels even more involved and important because of the increasing momentum for American Grown Flowers by consumers.

Because California represents approximately 80% of the flowers domestically produced, this guide provides a window into the flower fields of America.  While California may represent the majority of the domestic flowers grown in the United States, the vast majority of the flowers sold in the U.S. are foreign.  In fact, over 80% of all flowers sold in the U.S. are imported, primarily from South America.

Therefore our farm guide becomes an important publication to help tell the story of our family flower farms in California, encouraging local retailers, florists, designers and event planners to pick American Grown flowers when they place their orders.  It makes a difference, not only to our farms, but to the communities that they support.

If you’d like a copy of one of our 2012 Farm Guide, please let me know and I’d be happy to send one to you.   In the meantime, be on the look out for the 2013 edition, its sure to be beautifully packed with what you might expect growing in California.

All hands on deck at Mellano & Co, as farm workers bring the flowers and greens in from the field to meet Valentine's Day demand.

Each year I am impressed at how much media attention the cut flower and floral industry receives for Valentine’s Day.  Or maybe it’s that I’m actually more impressed at how little attention it gets, aside from our two big flower holidays; Valentine’s and Mother’s Day.

For our farms in California, it’s a rush to get the product from the field to consumers for an important holiday marked by love and romantic expectations.  For the Commission, it’s a rush to get answers, stats and interviews lined up for reporters on deadline to capture the short attention span of their readers and viewers.  However, this year I recognized a distinct theme of interest in the information being requested from the Commission.

That theme?  Origin Matters.

TIP: Red roses are classic. But pink, peach and lavender offer a unique spin. Check out these “NOT SO Usual Suspects” and ask for California Grown Flowers!

Reporters were, and are, increasingly interested in understanding where flowers come from and ask questions as to why not all flowers purchased this Valentine’s Day would be grown in the United States.  Obviously some reporters, those who call each year, are well aware that the majority of the flowers sold in the United States are from South America.  However, even they are almost always surprised to learn that less then 3% of all the roses sold in the U.S. this Valentine’s Day will be American Grown.

True story.

This graph is from a previous post I had written for Valentine's Day that you can find here: http://ccfc.org/blogs/blog/2011/03/07/where-do-your-roses-come-from-probably-further-than-you-think/

According to the California Department of Food and Agriculture, there are 27 rose farms remaining in California and roses continue to be a very important crop for our state.  However, relative to the production that arrived from offshore this week and last, it will be increasingly difficult for the average consumer to find, let alone identify, a bouquet of California or American Grown roses.  In fact, since federal trade policy was established in 1991 to allow for the duty free access of roses into the United States from Ecuador and Colombia, American flower farmers have seen almost all of the demand for roses move offshore (see graph above).

Ah, but with such challenge, there is the opportunity!

If a person is seeking romance this Valentine’s Day, if a person is wanting to be environmentally sensitive this Valentine’s Day, if a person is looking to mind all of the details involved with making this Valentine’s Day extraordinary for that special someone…then finding and giving a bouquet of California Grown or American Grown roses would go a long way in telling that special someone just how special they are!

Origin Matters!  Make this Valentine’s Day extra special and ASK for California Grown flowers.  It makes a difference!

• Do you know where your flowers came from this Valentine’s Day?
  
• What are you looking for when you’re buying flowers for that special someone?
  
• Does origin matter to you?

Detroit gets it.

Farmers are the hot new thing.

After a full two-minute ad by Ram Trucks during the 4th quarter of the Super Bowl (great game, darn Niners), I couldn’t help but feel an extreme sense of satisfaction that a company like Ram Trucks saw to it that their two minutes would be a tribute dedicated to the hard working American farmer.

Click on the image to view the commercial.

Of course, my satisfaction isn’t because I’m a farmer (I’m not), but rather that a company with their massive marketing budget, a company with their opportunity to advertise during the Super Bowl, a company that could have said anything they wanted to with their two minutes, chose to align their brand with the American farmer.

Apparently somebody at the top of their organization thought this approach would sell more trucks.

I think it would also sell more flowers.

And I think we’ve been saying that…

Now for our industry, Teleflora’s annual Super Bowl ad was suspiciously absent from this year’s Super Bowl commercial lineup.  However, consider for a moment if Teleflora were to take this approach in their marketing efforts?  Rather than “Save the Florists,” how about “Save the Farmer?”  The American Flower Farmer.

Not likely.

In fact, any effort like this by Teleflora would look more like Whole Foods’ effort with their Whole Trade Flowers. We can see how that is working for Whole Foods by reading their customers’ comments found on their own blog post promoting their Whole Trade Roses for Valentine’s Day:  http://wholefoodsmarket.com/blog/share-your-love-whole-trade-flowers

My point here is; why doesn’t our floral industry see the opportunity of association with the American farmer that Ram Trucks identified?

Origin Matters.  American Grown.  Buy Local.  Made in the U.S.A.  California Grown.

These statements can (and should) all be true and marketable statements when it comes to the flowers Americans really want.

If the California Cut Flower Commission had the ability to spend $4m on a thirty-second, sixty-second or two-minute Super Bowl commercial, I’m confident that we’d focus the entire time – and the entire budget – on driving home the connection between our farms, our farmers and our flowers.  It would have been a commercial featuring that same authentic, “American Grown,” value driven message that you saw by Ram Trucks and Jeep during this year’s Super Bowl.

However, I would submit to you that we don’t need a Super Bowl budget to make this message work for our industry, we just need retail champions to start working the message.

It’s true, when it comes to the field of competition, South America has the America flower farmers pinned back at the 20 yard line.  We currently represent less than 20% of all flowers sold in the United States, but it doesn’t have to stay that way.

Due to federal trade policy, America's flower farmers have lost their home-field advantage to the South American flower industry.

People do care where their flowers come from, they do support local and they will buy American Grown flowers if given the choice.

So, this week, I have to admit, I’ve gone to work each day feeling a bit more empowered and encouraged about the position of our nation’s flower farmers.

And for some reason…I want to buy a new Ram Truck.

The Ram brand has declared 2013 “The Year of the Farmer.”  I couldn’t agree more.

You can meet our flower farmers here: http://www.ccfc.org/flower-lovers/meet-a-farmer

How do you see the momentum for American Grown, Made in the U.S.A., products impacting the floral industry?  Do you see an opportunity for a resurgence in American flower farms driven by this consumer demand for local?

Related Blog Posts:

• 2013: The Year of Local.  So says the NRA
•  http://ccfc.org/blogs/blog/2013/01/30/2013-the-year-of-local-so-says-nra/
• Whole Foods: Share Your Love with Whole Trade Flowers
• http://wholefoodsmarket.com/blog/share-your-love-whole-trade-flowers 
• PinkePost: So God Made A Farmer, Thank you Dodge.
• http://www.thepinkepost.com/2013/02/so-god-made-farmer-thank-you-dodge.html
• 3 Reasons to Buy More American Grown Flowers in 2013
• http://ccfc.org/blogs/blog/2013/01/25/3-reasons-to-buy-more-americangrown-flowers-in-2013/

CA Grown Flowers should be the hot trend in 2013.

Hudson Riehle of the NRA said, “chefs are moving toward local sourcing because it has become top of mind for consumers.  Many consumers have higher trust for “community” businesses and restaurants are more respected and trusted if they use local sources for fresh produce and other commodities.”

Now read Riehle’s statement again, but insert “flowers.”

Riehle also had advice for growers.  I’ll paraphrase it for applicability for our industry (you can find the original quotes here: http://www.thepacker.com/fruit-vegetable-news/foodservice/Chef-survey-says-Local-produce-hot-in-2013-182364851.html):

“For flower farmers who want to maintain and increase their florists sales, they must partner with floral wholesalers to get messages to consumers.

Flower farmers need to work with florists directly to get the story behind the flowers to the consumer,” said Riehle, citing smart marketing, smart phone apps and quick response codes as three methods.

Real-time information about their flowers is of great interest to more and more consumers. Using the supply chain to help differentiate their operations from others is one way florists can tell their stories.”

I see this report from the NRA as just another example of the opportunity before California’s flower farmers.

I know that many of our farms are experiencing the benefits from this trend, but some are not.  Some continue to do business as usual and therefore are missing the opportunity for (their) California flowers to rise as the local choice when it comes to meeting this consumer demand for local.

The Commission will continue to promote California’s flowers as the local choice, but in 2013 we are counting on the farms to “sell” their flowers accordingly through to their supply chain partners.

So how can you make a difference in 2013?  Here are some simple suggestions to inspire you and your team:

1. Label everything “CA Grown”
1. Mass Market, Wholesale, Farmers Market, Florist Direct, Consumer Direct; label all of it before it leaves your door.
2. Focus on being local, not a commodity
• More sustainable, fresher, higher quality, quicker to market, etc.
3. Communicate Directly, Sell More Indirectly
• Start a blog
• Have you and your sales team and employees engage on coordinated Social Media effort to spread the news on: Facebook, Twitter, Pinterest
• Join my Twitter team
4. Get more involved with CCFC in 2013
• Cooperate as a team, Coordinate the message, Drive Demand!
• Join a committee (committee’s appointed this month)

Where do you see demand for locally grown flowers?

How do we help people better identify with where America’s flowers can be found?

We see the acknowledgement of this trend from Whole Foods President and COO A.C. Gallo when he was recently quoted, stating:

“Ten or 15 years ago, the organic label was more important to our customers,” Gallo told The Huffington Post. “But we started to feel, over the last five to seven years, that our customers were more interested in buying produce that’s local.”

So, to help encourage you to “turn the petal” and make 2013 the year that you offer and promote your homegrown flowers to your customers, I offer you these three reasons to consider:

1.  Encourage People to “Buy Local,” Because You Are Buying Local

Are you asking your customers and members of your community to “buy local” and shop at your store, but offering foreign flowers?  Mind this detail!  I’m not saying that every nut and bolt in your store has to be “Made in America” or every flower, but if you’re a local florist, complement and build your brand on offering and promoting locally grown flowers.  Connect those dots and let your customers know that you’re taking care of these important details for them and thank them for buying local.  They’ll thank you.

2.  Because its Trending: Origin Matters

I get a lot of questions on what the new flower trends are, what new varieties are coming out, etc.  That’s what our industry talks about.  However, consumers don’t ask these questions.  They look at price, appearance (not to be confused with quality) and now they want to know where it comes from.  Increasingly, “origin matters.”  So, why not get ahead of this curve and help your customers identify with where your flowers are coming from; feature the farmer.  There are not so many farms in the United States that you can’t be on a first name basis with the farmers that you or your wholesaler are buying from.

Consider this statement from the author of the “50 Mile Bouquet” Debra Prinzing when she says, “Flower farmers are the new rock stars.”  Associate your store’s local relevancy with these farmers in the field and sell the authenticity of your local store by selling locally grown flowers.

3.  Because it Makes a Difference

This year, one of my New Year’s resolutions is to be of service to someone else throughout the year.  Not just one time, but pick a person and help them with whatever they might need all year long.  I want to make a difference in someone’s life in 2013.  What kind of resolutions did you make for 2013?  Are you focused on make a difference this year?  Did you know that simply buying locally grown flowers could make that difference?  In this economy, that one decision could make a big difference in the life of our farms here in California and throughout the United States.  According to a recent Economic Impact Report that we commissioned, it found that $.92 of every dollar our farms earn goes right back into our economy.  Now that is the kind of return on investment that this country needs right now!

You Can Do It!

Going local certainly needs to be a conscientious decision.  It needs to be done with purposeful intent.  It needs to be done to tie who you are and what you want your shop to represent and be known for in your local community.  With foreign flowers representing 80% of all flowers sold in the United States, you’ll certainly differentiate yourself.  When you focus on buying local, you’ll be able to standout with offering and promoting flowers that are unique, fresh and environmentally friendly.  However, depending on where or who you buy your flowers, you’re going to have to ask for locally grown flowers.  Make it known to supplier that you want to go local in 2013 and insist that they source locally grown.  Depending on who you are buying from today, you’re request for change will likely get some push back, but don’t be discouraged.  They can do it and you can do it!

So, make this year the year that you buy local, because you know that origin matters and that with each locally grown flower you buy and sell, you’re making a difference in 2013.

Is buying more locally grown flowers your goal in 2013?  What opportunities are you seeing?  What challenges will you face?

Do you promote on Twitter?

Consider using the following hashtags when you’re promoting local:

• #AmericanGrown
• #CaGrown
• #LocallyGrown
• #CaliforniaGrown

World's largest retailer plans investment in US-made goods over the next 10 years.

As a former Chamber of Commerce exec, I think I’ve pretty much heard all there is to say about Wal-Mart, the good, the bad and the ugly.  I’ve served in communities where there has been a Wal-Mart and where there has not, yet everyone seems to have an opinion on the global retailer.

Regardless of your feelings about Wal-Mart, last week’s announcement that the retail giant had pledged to increase its “Made in the USA” purchases by $50 billion over the next 10 years, certainly caught quite a few folks I know by surprise.

This announcement is certainly a noble goal that comes with serious consequences and challenges for any retailer in today’s “global marketplace,” let alone the largest.  I was recently looking to purchase an “Made in the USA” fleece vest and was told repeatedly, that I wouldn’t find one.   I still haven’t.  Maybe this noble decision will help bring fleece vest production back to the United States?

But was this a noble decision to bring those purchasing dollars back home, therefore increasing US manufacturing, or simply a PR play?

Why would an organization like Wal-Mart, the low price provider, feel compelled to commit to buying more local?

Because origin matters and American consumers are responding.  Here at the CCFC, we’ve seen evidence of this already, with the increase of bouquet’s labeled “CA Grown.”

So, if Wal-Mart is going local, how does this affect our flower industry?  Make no mistake, Wal-Mart is simply responding to capitalize on a growing trend among consumers.  I’m sure they’ve done their own market testing and their current scan data already supports their decision to make such a public announcement.  So, what about the flowers?

Time will tell if Wal-Mart’s “buy local” commitment translates to the flowers they purchase (the majority of which currently come from South America).  However, this news should inspire smaller floral companies, such as florists, event planners, floral designers and floral wholesalers, that have more flexibility in purchasing to beat the giant to market and promote their commitment to American Grown Flowers right away.

In a time when the floral market has remained flat, innovation has been stagnate and new marketing approaches are hard to come by, I would submit the following three reasons for you to beat Wal-Mart’s commitment to “Made in the U.S.A” in 2013:

• Authenticity – People love farmers’ markets.  Why?  Because they are enjoying an authentic experience of buying directly from the farmer.  With the advent of social media, there is no reason why a florist, designer or retailer shouldn’t be recognized as an authentic source for bringing the “Farm to Table” relationship to their customers.  In fact, I’d argue that this kind of authenticity would provide you the kind of differentiation that would help drive sales.
• Differentiation - If 80% of the flowers sold in the United States are imported, that means there is a huge amount of potential for florists, designers and retailers to be marketing against the status quo by selling something different, American Grown Flowers.  A local florist, selling locally grown flowers.  People would love to hear that and apparently they are willing to pay more for it.
• “American Grown” is Effective Marketing – A study by the Boston Consulting Group recently found that “over 80% of Americans are willing to pay more for Made-in-USA products, 93% of whom say it’s because they want to keep jobs in the USA”

If you are a florist, floral designer or retailer and this is something that you’ve already committed to and are marketing your American Grown commitment, the California Cut Flower Commission would like to talk to you.  Please email me directly at kcronquist@ccfc.org.  If you are a flower lover or just a concerned citizen and this is something you’d like to learn more about and how one might go about sourcing American Grown Flowers, I’d be happy to provide some guidance.  Simply leave your question in the comments section below.

I would like to hear from you on this subject.  Please leave a comment below.

What challenges or consequences would you face by sourcing more American Grown flowers in 2013?

Are you seeing increasing demand for locally grown, Made in the USA, products in your community?

Want further sources of inspiration to make the commitment to American Grown?

• Made in America, Again: Why Manufacturing Will Return to the US
• http://www.bcg.com/expertise_impact/publications/publicationdetails.aspx?id=tcm:12-84591&mid=tcm:12-84473
• Local Produce Increasingly Preferred To Organic, Consumer Survey Shows 
• http://www.huffingtonpost.com/2012/09/26/local-produce-organic_n_1917485.html 
• American Grown, by Michelle Obama
• http://www.npr.org/books/titles/153703251/american-grown-the-story-of-the-white-house-kitchen-garden-and-gardens-across-am
• The 50 Mile Bouquet, by Debra Prinzing
• http://the50milebouquet.com/

Michael A. Mellano, PhD | District 4 | Mellano & Co.

Flower farming is a highly intensive, competitive and busy business, what compels you to volunteer your time as a Commissioner for the California Cut Flower Commission?

There are several reasons why I volunteer.  First I believe that we as an industry can and must work together in order to remain competitive going into the future.  There is a lot that we can do to advance our cause by working together that would be impossible or at a minimum very slow to do if we only worked as individuals.  The structure and make up of the CCFC optimizes that effort and ensures that there is fairness for all growers of all sizes in the state relative to focus, priorities and funding of our efforts.

Secondly…I feel that we have a responsibility to each other as individual operators to share our personal vision, concerns and potential solutions to problems that we are faced with as an industry.  We each need to be part of the solution and not part of the problem and the only way to do that is to volunteer and participate.  We may not always agree but the only way we will achieve a collective vision is if we take the time to share.

Lastly…..I believe in doing rather than waiting.  The easy path is to wait for things to happen but I just can’t do that.  I believe in trying to make things happen, to push people out of their comfort zone and cause them to think beyond the immediate!

The Commission has four main focus areas as it represents its farms, Governmental Affairs, Promotions, Grower Research and Economic Development, and Transportation, what progress are you seeing in these areas on behalf of California’s flower farms?

CCFC District 4 Commissioner Michael A. Mellano, PhD. with Assemblywoman Toni Atkins.

Obviously there are always differing opinions about where to focus our energies as an organization but there is no doubt that we have a balanced approach. Each of our four areas are contributing to our future success.  The DC trips are eye-opening and anybody out there – grower or not – that has never gone owes it to themselves to get back there and see first hand how our government operates….and make a difference.  It is a stimulating experience to say the least.

The GRED committee has really come up with some very novel efforts to improve our growers position.  The FRAME initiative, currently focused on Gerberas & Lilies, is for the first time giving growers of those commodities real time information that they can use to benchmark their effectiveness.  We are looking forward to expanding this to other crops as time and funding allows.

In addition we have taken on the major effort of the Sustainability initiative focused on differentiating our position in the global discussion and ultimately allowing us to proceed upon a focused improvement on behalf of the entire industry.

The Commission recently completed a strategic planning process. One of the conclusions was that the Commission needs to commit to an annual trip to Washington DC.  Why do you feel its important for the Commission to organize an annual trip for its farmers to fly out to Washington DC?

See above…..

The “CA Grown” program has been a successful effort for branding California’s flowers with customers and consumers.  The CCFC is taking that success a step further now with its new messaging. What opportunities do you see ahead for marketing “California Flowers as America’s Flowers?”

I think that there is no doubt that the CA Grown label has resonated with consumers in CA and has seen significant success and I think that there is more to be had if we can get higher buy in and cooperation from our retail partners.  Overall though, the label needs to be supported by consistency and quality to maintain the following and make it grow.  There are a lot of people in CA and if we just get them to change buying patterns and opt for CA flowers…combined with an increase in consumption then we probably don’t have enough flowers to go around!  Overall though, we need to extend that appreciation to a wider audience throughout the US so they need to know that we ARE America’s flowers!

Before we launch into our New Year’s resolutions for 2013, its important to take a moment and look back on what was in 2012.  Here are just some of the great images that I believe captured the efforts and accomplishments of the CCFC in 2012.  I am going to try my best to keep it to one per month.

January

Our 2012 team of Flower Farmer Ambassadors in Pasadena for the first ever “CA Grown” Rose Parade Float Certification. Left to Right: Mike Mellano Sr., Diana Roy, Lane DeVries, Rene Van Wingereden, Mel Resendiz, June Van Wingerden and Mike A. Mellano.

February

Assembly Speaker John A. Pérez stands with members of the American Floral Exchange Board of Directors in recognition for 90 years of the LA Flower Market. Pictured left to right: Johnny Mellano, John Williams, Speaker John Pérez, Mike A. Mellano, Christine Duke and Jim Mellano.

March

A delegation of California’s Flower farmers participating in SAF’s Congressional Action Days and meeting with Congresswoman Lois Capps. Left to Right: John Donati, Lane DeVries, Congresswoman Capps, Anthony Vollering and myself.

April

California’s flower farmers rally in Washington DC for the CCFC 2012 Fly-in.

Rene Van Wingerden and Santa Barbara County Supervisor Salud Carbajal share a moment during the Carpinteria Greenhouse Open House VIP Tour.

Guest panelists for the 2012 Carpinteria Greenhouse Open House VIP Tour & Media Day. Santa Barbara Supervisor Salud Carbajal emceed the event and panelists included (left to right) Congresswoman Lois Capps, Southern California Gas Company’s Gwen Marelli, Santa Barbara County Ag Commissioner Cathy Fisher and CCFC District 3 Commissioner June Van Wingerden.

May

Fred Van Wingerden and I follow up with Senator Dianne Feinstein during a Santa Barbara Chamber luncheon.

June

Participants and special guests join Congressman Sam Farr and CCFC District 2 Commissioner Jennifer Everett in cutting the ceremonial ribbon during the Monterey Bay Greenhouse Open House VIP & Media Day event at California Floral Greens.

A little girl poses with her gerbera daisy and CA Grown sticker during the 2012 Monterey Bay Greenhouse Open House Tour.

July

Farm Tours in July. Right to left, top to bottom: Molly O’Brien from Senator Feinstein’s office with Joe Ortiz Sr. and Fred Van Wingerden. Secretary Karen Ross with Rene Van Wingerden. Mike A. Mellano with Assemblywoman Toni Atkins and APC delegation. Adaline Maushardt with Congressman Issa’s office with Jason Kendall and Diana Roy and Mel Resendiz.

CCFC’s Program Business Manager Janice Wills Curtis graduates from the US Chamber Institute of Organization Management program and receives her “IOM.”

August

Building award winning floats takes months and months of planning. Here the CalPoly Universities’ Rose Float team tours Pyramid Flowers in Oxnard. Pictured is Marco Van Wingerden, a CalPoly alum.

September

CCFC’s Sylvia Cup sponsorship where America’s best flowers are paired with America’s best designers.

October

Above: Remarks during WF&FSA’s Breakfast meeting in Miami. Below: Photo with CCFC Chair Lane DeVries in the Sun Valley booth at PMA.

November

Congressman Sam Farr with Janet Louie and her mom, Tomi Matsuno, during November’s meeting with the Congressman at Green Valley Floral.

December

CCFC Chair Lane DeVries of Sun Valley speaks with NBC LA reporter Ted Chen regarding the Commission’s work to bring CA Grown flowers back to the Rose Parade.

The California Flower Farmer Ambassadors and CalPoly Deco Chairs join CDFA Secretary Karen Ross in recognizing the student’s of CalPoly Universities and their efforts to have a “CA Grown” certified float for the 2013 Rose Parade.