Representatives from Resendiz Brothers Protea Growers in Fallbrook, California, recently traveled to South Africa to participate in the International Protea Association’s Conference (IPA) and pre-conference tour.
Diana Roy, business manager for Resendiz Brothers and chair of the California Cut Flower Commission, was one of five protea farmers representing the United States and California at the event. During the IPA Grower’s Day, both Diana and Ismael Resendiz presented a report on growing protea in the Golden State, covering the number of stems grown, varieties, the state of protea farming and the increasing demand for the flowers.
She also submitted findings and data for an USA Area Report covering industry trends, demand and sales of protea, issues with labor and wages and drought conditions. This report will become part of the conference proceedings published by the International Society for Horticulture Science (ISHS) in ACTA Horticulturae after the conference.
Roy was asked to take on a new role with IPA leading its member communications. She plans to create a community of protea growers on social media and start a new quarterly newsletter that will include coverage of news items, research grant findings and details on IPA’s future conferences.
“The conference is an amazing chance for protea growers to come together, gather ideas and get inspired,” Roy explained. “There’s a lot of opportunity for these flowers in California, so it was essential for us to be there and share our experience and the positive news about demand from wholesalers, retailers and farmers.”
Also during the course of the conference, Resendiz Brothers owner Mel Resendiz was elected president of IPA.
All big leadership wins for California flower farmers.
Certified American Grown Flowers is sponsoring the 50th Annual Sylvia Cup Design Competition, the longest running, live, national floral industry design competition.
The event will be held Sept. 9, 2017, during the Society of American Florists (SAF) 2017 convention in Palm Beach, Florida.
During the competition, the nation’s best floral designers are given the same flowers (all American Grown), foliage and design supplies and have just two hours to create a design.
Grand prize winners receive $3,000, the Sylvia Cup trophy, recognition at the Stars of the Industry Awards Dinner and complimentary registration to the next SAF convention. Two runners-up receive $500 and $250 respectively, an award plaque and recognition at the awards dinner.
To view the full press release, click here.
California’s Legislature Declares June California Grown Flowers Month
Today, California Sen. Mike McGuire took to the floor of the Senate to urge his colleagues to support California’s flower-farming families by passing Senate Concurrent Resolution 58 declaring June “California Grown Flowers Month.”
In presenting the resolution, McGuire acknowledged California’s hardworking flower farmers for the beauty, variety and economic value their flowers bring the Golden State.
“Today, we are recognizing California as America’s best source for high-quality cut flowers,”Senator Mike McGuire said. “The industry has blossomed since its inception back in the late1870s. California flower farmers, distributors and florists generate thousands of jobs and drive$12.2 billion in economic activity every year. Our own Humboldt County is one of the largestflower producers in America, growing more fresh tulips than anywhere else in the nation.”
As part of the announcement, each senator received a bouquet of California Grown Flowers from McGuire to help commemorate the occasion.
“The month of June is the perfect time to celebrate the beauty and bounty of what our farms grow in California,” explained California Cut Flower Commission (CCFC) CEO & Ambassador Kasey Cronquist. “The resolution helps to remind people that the origin of your flowers does matter and buying California Grown Flowers does make a difference – not only in the quality of the flowers, but also by helping the state’s economy.”
In addition to the resolution, the CCFC is recognizing California Grown Flowers Month with a social media contest on Facebook and Instagram where consumers can enter to win a bouquet of California Grown Flowers each week through the month of June.
The CCFC will also feature retailers like Safeway and its “Blue Bucket Campaign” that highlights the company’s support for and commitment to providing customers with California Grown Flowers. The CCFC recently debuted a video highlighting Safeway’s California Grown Flowers campaign, a promotion that has been wildly successful in spotlighting California Grown Flowers in its stores.
The video explains that 74 percent of consumers don’t know where flowers come from, and yet 58 percent would prefer to buy California Grown Flowers. Consumers are in awe of the freshness and variety of California Grown Flowers, explains Crystal Hedgpeth, floral sales manager for Safeway’s NorCal division.
In Northern California Safeway stores, Hedgpeth reports that California Grown Flowers are outselling non-California grown flowers. She says Safeway is proud to support California’s flower farmers and hopes the trend of promoting CA Grown Flowers continues to inspire others to feature the beauty and bounty of California.
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About the California Cut Flower Commission
The California Cut Flower Commission (CCFC) unites the state’s approximately 225 flower farmers to advance California’s $320 million flower industry. In addition to providing cooperative marketing opportunities and administering advocacy efforts, the commission has positioned the California Grown brand as a highly recognizable, consumer-facing brand to drive sales of the state’s fresh flowers and foliage. Learn more at ccfc.org.
CEO & Ambassador
The California Cut Flower Commission is hosting the second annual Floral Design Challenge in Sacramento on Wednesday May 31st. The competition launched by the CCFC last year, pits state officials and legislators against one another in a “winner take all” design competition featuring California Grown Flowers and to help kick off June as “California Grown Flower Month.”
“This competition is a fun way for our farmers to engage with state regulators and legislators while in Sacramento,” explained CCFC CEO Kasey Cronquist. “Watching lawmakers try their hand at floral design is a beautiful thing.”
This year’s competitors include CDFA Secretary Karen Ross, Assemblymember Jim Cooper, Assemblymember Anna Caballero and Assemblymember Monique Limón.
The event is held in conjunction with CCFC’s annual legislative action days in Sacramento. Flower farmers from up and down the state of California will be in town to meet with legislators on pressing issues facing California’s flower farmers. The annual effort also helps to raise the profile on the industry, highlighting the value California farms bring to their communities and the state’s economy.
Last year’s design competition winner was Assemblymember Jim Cooper.
This year’s First Lady’s Luncheon, hosted annually by the Congressional Club, was an all American Grown Flowers affair. In support of Certified American Grown Flowers’ sponsorship of the event, flower farmers shipped over 18,000 stems of beautiful domestic flowers to a team of over 20 volunteer professional floral designers led by Kelly Shore of Petals by the Shore, Christy Hulsey of The Colonial House of Flowers and Margaret Lloyd of Margret Joan Florals.
The word “magical” comes to mind as the best description of the 2017 American Grown Field to Vase Dinner Tour. It’s a word we’ve heard over and over from guests who have attended the first three of seven dinners on this year’s tour.
The magic continued on the third stop of the tour at The Flower Fields in Carlsbad last month where a sold-out crowd enjoyed a wonderful dinner by Chef John Miller of Bistro West while overlooking a sea of ranunculus that seemed to trail off into the Pacific Ocean.
The flower farmers of Carpinteria held their 9th annual Greenhouse & Nursery Tour on April 1st. The tour is annual effort to welcome the public into greenhouses and learn about the process of growing cut flowers for the market.
The countdown to the largest flower-giving holiday is upon us. Mother’s Day is May 14 – but there’s no need to panic!
Turn to these tips to prepare for success:
Hire extra help now. This might include designers, drivers and support staff. Also, let current employees know if their schedules will change leading up to Mother’s Day.
Double-check your flower orders. Be sure you have enough flowers and foliage coming, and increase your order if the season is looking particularly promising. Also, be sure you have enough of the most popular flowers for moms, and remember that this holiday isn’t about a single day – it tends to expand to a week.
As June winds down, American Flowers Week starts. Why not design a promotion around the week – set for June 28-July 4?
Now in its third year, American flowers advocate and journalist Debra Prinzing created the U.S. version of the domestic flowers promotion campaign with inspiration from British Flowers Week.
The week seeks to heighten the attention to the importance and value of American Grown Flowers.
Use the #americanflowersweek hashtag to draw attention to your efforts during this exciting week and help spread the origin matters message.
In 2017, the California Senate declared June to be California Grown Flower Month.
When announced, the resolution noted the designation was designed to recognize and honor the men and women of the California flower industry for their dedication and productivity. The resolution also recognized the flower industry’s impact on the state’s economy: creating 145,665 jobs, generating $12.2 billion in business activity and creating $1.1 billion in additional taxes.
With June fast approaching, what do you have planned to celebrate or recognize California Grown Flowers Month?
CCFC has several promotions in the works in conjunction with retailers. We’ll also be spreading the word through various Commission communication channels and on social media.
Tell us what you have planned and we’ll help spread the word!
The second stop on the 2017 American Grown Field to Vase Dinner Tour played to a sold-out crowd at Gallup & Stribling Orchids in Carpinteria.
The magical evening included a tablescape and hands-on workshop with Debi Lilly of A Perfect Event – and of “Oprah Winfrey Show” fame. Guests enjoyed a farm-to-fork meal by Rincon Beach Club & Catering’s chefs Ron True and Jose Garcia. Craft spirits were provided by Cutler’s Artisan Spirits, and Captain Fatty’s Craft Brewery provided the brew. The dinner was also accompanied by wines from Magerum Wine Company. (more…)