More Americans, enjoying more flowers, more often...



Volume II, Issue 12  

December 2016

In This Issue ...

  1. 2017 World Floral Expo Booth Registration Now Open
  2. Update from Board of Directors
  3. CaliFlora 2016 - Huge Success
  4. Women's Day 2017
  5. Transportation Updates
  6. New Members

Going Social ...

Members, please follow us on Instagram @CalifFlowers and hashtag #CalFlowers. Watch for event or news-specific hashtags.  And we welcome your photos! Please share with Michael LoBue at [email protected].

Upcoming Events

March 8, 2017
Women's Day

March 22 - 24, 2017
World Floral Expo
Las Vegas, NV

August 9 - 12, 2017 
Park Hyatt Aviara
Carlsbad, CA

CalFlowers News

Our goal is to communicate on a monthly basis with the membership and interested parties about recent past and upcoming events, program updates, and general information about how CalFlowers is engaging in the industry on behalf of the membership.


2017 World Floral Expo Booth Registration is Now Open

Excellent exhibit spaces are still available in the "California Floral Pavilion" - be sure to secure your space in the Pavilion before space is sold out.  As in the past two years, the show's promoter, HPP, has made special exhibit space available for CalFlowers' members - growers and non - growers at very attractive exhibitor rates.  As of this mailing about 20% of the 4,800 California Floral Pavilion has already been reserved!

Click Here to sign up today!

If you have questions please contact Monnaie Pepin at any time.

Update from Board of Directors

The Board of Directors met for their final meeting of the calendar year on December 6th and 7th.  Highlights of the meeting include:

Election of Directors

As previously reported, there were not a qualifying number of ballots returned during ballot period in November, therefore, the Board took the opportunity to fill the expiring board positions.  The following individuals were elected to three-year terms beginning January 1st:

  • Steve Dionne – WAFEX, USA 
  • Ben Dobbe – Holland America Flowers, LLC 
  • Lisa Filice – Regional Farms, Inc. 
  • Mike Mooney – Dramm & Echter, Inc. 
  • Bill Tafoya – Fiorebella, Inc. 

One board position remains vacant and the Board will continue to explore filling that vacancy over the coming year.  Interested candidates from Floral member companies may contact CEO Michael LoBue to learn more about the role of the board and to register interest.  LoBue can be reached at: [email protected].

Amended 2016 - 17 Budget

Based on the final figures for the past fiscal year, ending September 30, 2016, the current budget was adjusted to add some additional funding support for industry promotions.  Promotional activities in 2016-17 will less than the previous year in order to provide sufficient staff and funding support for Fun 'N Sun in August of 2017; however, CalFlowers will continue to support some important momentum projects begun in previous years (e.g., Women's Day, Memorial Day Flowers and World Floral Expo).

Governmental Affairs Support

The Board approved support for CCFC's governmental affairs activities in California in 2017.

Review of Transportation Programs

Director of Transportation, Chris Johnson, presented an overview of the various transportation programs in 2016 and the plans for continued support and potential expansion of projects in 2017.  We also enjoyed presentations and visits by Marni Serlin, of FedEx and Troy Ruffing of Garden State Overnight (GSO).  In short, the transportation programs remain strong with record revenue from FedEx during calendar year 2016. 

CaliFlora 2016 - Huge Success!

The California State Floral Association (CSFA) held its annual event CaliFlora 2016 themed California Flowers, Naturally, November 5th & 6th at The Original Los Angeles Flower Market.

The 2016 Top Ten Winner is Ben Lee (pictured right) from Edelweiss Flower Boutique. Ben also received the People's Choice Award!

The twelfth annual CSFA student design competition was held on Sunday morning with Debbie Alvarez AIFD, CCF, Camarillo ROP & Floral Phenomenon as Commentator. The student competition was sponsored by: CalFlowers (California Association of Flower Growers & Shippers).

Click Here to see the entire article.


Green Valley Floral tied for first place in the Unique Varieties People’s Choice Award at the California State Floral Association’s (CSFA) CaliFlora 2016 event held at the Los Angeles Flower Market on November 5th and 6th.

The audience was equally divided in their voting for People’s Choice in this competition. 

The winners are:


Green Valley Floral Glamour Gerbera



Green Valley Floral Charity Garden Rose

Congratulations to Green Valley Floral and Janet Louie, Sales and Marketing Manager and CSFA Board Director!   

Women's Day 2017

It’s not too early to begin planning for International Women’s Day!

Even though we’re all currently preparing for the Christmas holiday season and Valentine’s Day, it’s also time to begin making plans for International Women’s Day. Observed annually worldwide on March 8, Women’s Day has become the fastest growing floral-focused holiday in the U.S.

The team at CalFlowers is already hard at work spreading the news for Women’s Day 2017. For more information on Women’s Day, click here to see the article in the last issue of The Produce News.

If you are interested in being part of this promotion, please contact Monnaie Pepin to get on our list.


The busy Christmas season is upon us and with that comes the usual service exceptions from a few of our carriers.  Both FedEx and OnTrac will have their “Money Back Guarantee” (MBG) waived for the busiest
peak holiday periods.  For FedEx the dates are Dec 19th-24th for Express.  For OnTrac, the period includes Nov 28 – Dec 25.  Golden State Overnight (GSO) however, does not have a Money Back Guarantee waiver for the season.

Here are a few quick links regarding Holiday Schedules from:




For more information on Holiday Schedules from other carriers, we recommend directly visiting their websites for the latest updates and holiday hours.

  1. As you may have seen, CalFlowers has recently launched the FedEx IPD program.  This program is tailored to our wholesale/ecommerce members and allows fast 3-day airport to door import of product from Colombia and Ecuador. Our program offers excellent rates and a special two-box minimum.  Other special waivers apply and members just need to contact Chris Johnson to inquire 760-533-5580 or [email protected]
  2. The new GSO Door 2 Door program is off to a fast start as expected.  Member participation has been very strong and service has been excellent.  For our west coast members who want to sign up for the NEW GSO program, or would like more information, please call Chris Johnson directly at (760) 533-5580.  Additionally, we ask members to not call GSO directly to enroll, they are not set up to handle member calls, so please call us directly, as we have a simple process in place that guarantees quick and easy start up.

FedEx has an outstanding pricing tool that allows members to price shipments instantly and accurately.  This “Rate Tool” is very handy in quoting your customer accurate landed costs.  Previously this application had to be installed by a FedEx IT tech at your location, however now it can be installed easily by phone by a FedEx tech.   Please email our FedEx Sr. representative, Marni Serlin, [email protected] your acct number, contact name and contact phone for assistance. 

NOTE: Transportation Rate information and documents are now viewable/downloadable (as PDFs) on the CalFlowers Members Only site. Please note that these documents are considered sensitive material and are available to the primary contacts for Ag Buddy, Associate Floral, Associate Grower, and Floral members only.

To access the Members Only site, simply login using the Member Login button in the top-right corner of our website.  

Click Here if you don't know or don't remember your username and/or password.  This document will help you login. 

New Members

In November 2016, we were pleased to welcome the following new CalFlowers members:

Associate Floral
Blooms By The Box
Watchung, NJ

City Line Florist
Trumbull, CT

Farm Fresh Flowers, LLC
Lake Oswego, OR

Johnny Mango's Unique
DelRey Beach, FL

Karin's Florist
Vienna, VA

Pugh's Flowers
Memphis, TX

Grace Rose Farm
Thousand Oaks, CA

Green Valley Flowers Wholesale
San Marcos, CA

Orchids de Oro, A California Corporation
Los Angeles, CA

Roseshire Corporation
Concord, CA

Via Florelle
Burbank, CA


1500 41st Avenue, Suite 240 Capitola, CA 95010 | 

Ph. 831-479-4912 | Fax 831-479-4914