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Cal Poly Horticulture Major Is Second Recipient of CalFlowers Floriculture Scholarship

Helene Dondero, a senior at California Polytechnic State University in San Luis Obispo (Cal Poly), has been selected to receive the second annual CalFlowers Scholarship. The scholarship is awarded every year to an undergraduate student who demonstrates a commitment to working in the floriculture industry.

Dondero is a senior at Cal Poly majoring in agricultural science with an emphasis in ornamental horticulture and a minor in agricultural business.  She grew up in the floral industry, working in her family’s business, Fiore Floral and Gifts, and participating in and leading numerous student and industry organizations at Cal Poly and with Future Farmers of America (FFA). She plans to return Cal Poly to complete a master’s degree in agricultural science after she graduates in the spring of 2020.

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Planning a flower campaign: Choosing the ideal flower buying audience based on consumer research

As Michael LoBue indicates in his recent post Why do consumers buy flowers?,  CalFlowers commissioned a consumer marketing and research firm, Traction, to perform a study to help us understand not only why consumers buy flowers, but also why they don’t buy more flowers.

The study shows that lapsed (infrequent) flower buyers first think of flowers as romantic, while active (more frequent) flower buyers first think of them as exciting.

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Floral Business: Grower Tour Garners Applause

We were pleased to have E. Shaunn Alderman, Floral Department Marketing Strategist at FLORAL BUSINESS / PRODUCE NEWS, attend our biennial convention, Fun ‘N Sun, a few weeks ago. She wrote an article about the event – with great photos­ – in the August issue of Produce Business, and provided us with a pdf of the article.

Please click on this link to read and/or download the article.

Inspired Design Retreat & Floral Runway Show

The design team “Inspired Design”, co-founded by Patience Pickner, AIFD, PFCI, and Ace Berry, AIFD, PFCI, recently held a three-day floral education retreat in Chamberlain, South Dakota.  The retreat started with a brunch riverboat cruise and featured several styled shoots, including one on the Missouri River.

The retreat culminated in a Field to Table dinner and Floral Couture runway show in a 100+ year-old barn venue.  The public was invited to this event, and the barn was filled to capacity, where over 175 people attended. They got to enjoy an amazing locally grown/raised dinner, locally produced wine, several speakers who touted the importance and benefits of purchasing American Grown flowers, and the finale of the evening where over 40 floral designs rocked by gorgeous models on a floral runway brought the house down!

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Looking forward to Memorial Day Flowers 2019

Final preparations are underway for this year’s Memorial Day Flowers tribute, taking place on Monday, May 27, at 40 national cemeteries around the country. The national event is led by the Memorial Day Flowers Foundation.

25,000 visitors to Arlington National Cemetery will receive roses and California focal flowers to place at the grave sites of loved ones and others.  Holland America Flowers is donating 700 bouquets for children in T.A.P.S. (the Tragedy Assistance Program for Survivors).

291,000 flowers have already been ordered for National Cemeteries across the country.  



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CalFlowers Goes to Washington

 

A group of CalFlowers board members and I joined more than 90 retail florists, wholesalers, suppliers and growers from all over the country to walk the halls of Congress last week. Our goal was to speak with our representatives about how they can support a healthy environment for cut flowers in our state.

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