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


Volume III, Issue 2  

February 2017

In This Issue ...

  1. 2017 World Floral Expo Booth Registration Now Open
  2. Featured New Members of the Month
  3. Women's Day 2017
  4. Transportation Updates
  5. 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

Women's Day
March 8, 2017

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

Fun 'N Sun
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

The California cut flower industry is thrilled to have WFE in the west again for a variety of reasons – more importantly, the market seems to like it too!  See chart below, reporting that registrations are UP over 40% from last year (Feb. 14, 2016 vs. Feb. 14, 2017).   Perhaps even more important about early registration figures for 2017 is that company registrations are up by more than 66% over this same time last year. Visitors to WFE will have the opportunity to see many of California’s nearly 660 varieties of commercial cut flowers on display and to speak to the growers of these beautiful flowers.

WORLD FLORAL EXPO 2017 vs. 2016

  14-Feb-16 14-Feb-17 Difference
% +/-
Total Registered Attendees 190 266 +76 +40%
Total Registered Companies 105 175 +70 +66.7%


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.  Currently over 70% of the 4,000 sq. ft. California Floral Pavilion has already been reserved!

Click Here to sign up for a booth today!

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

Featured New Members of the Month

Grace Rose Farm

Grace Rose Farm practices sustainable gardening in Southern California.  After an exciting first season in 2016, Grace Rose Farm is in the process of expanding, and they have found local farmland to become their new home. They cultivate field-grown, romantic and fragrant garden roses for floral designers around the country that cater to the wedding industry. Roughly 65% of their business last season was shipping, and they look forward to adding to that through opportunities provided by joining CalFlowers. 

Grace Rose Farm is the product of Gracie Prescott’s lifelong passion for gardening and growing roses. Some of her fondest childhood memories are times spent in her Grandma Grace’s rose garden. 

One of the goals of Grace Rose Farm is to inspire others to grow roses, through sharing what they have learned over the years.

Click Here to see Grace Rose Farm Instagram.

City Line Florist

Nicole Palazzo (left) and Owner Susan Palazzo

City Line Florist in Trumbull, CT is a family business almost 100 years old and four generations strong. In fact, their tag line is "A family obsession for four generations."

City Line Florist was established in 1918 by founder Charles F. Roehrich and has remained under the same family ownership and management ever since.  When Roehrich returned home from WWI, he borrowed a horse and wagon and sold flowering plants at the entrance of Saint Michael's cemetery in Stratford, CT.

Owner Susan Palazzo

Today, Roehrich’s grandchildren Susan Palazzo and Carl Roehrich are the owners (and siblings) who continue to bring forward the company’s success. Working alongside them is Susan's daughter Nicole Palazzo, carrying the family torch for a 4th generation and bringing City Line Florist to new levels with fresh ideas and a millennial way of thinking to adapt with the times.  Everything is family-oriented from the moment you walk into their rustic florist. The majority of their faithful employees who have become family have been working at the florist for several decades, and many of their customers have been clients for generations, often sharing stories of coming into City Line Florist with their grandparents.

City Line Florist is a full-stop florist with a European display of fresh flowers, greenhouse, and gift shop, servicing Fairfield County and outside areas.  Awards and accolades include CT Florist of the Year, Best Florist in Fairfield County, Best Gift Shop in Fairfield County, Teleflora Top 100 Florist, The Knot - Best of Weddings, and more! 

Click Here to visit City Line Florists' website.

City Line Florist discovered CalFlowers at the SAF conference this past September in Maui.   

Women's Day 2017

Observed annually worldwide on March 8, Women’s Day has become the fastest growing floral-focused holiday in the U.S.

Women's Day posters are being distributed to those who took advantage of the free posters again this year. Thank you to The Sun Valley Group for helping us with this project.

For more information on Women’s Day, click here to see the article in the issue of The Produce News.

If you have questions, please contact Monnaie Pepin.


  1. Members using FedEx should now have the 2017 FedEx Express and Ground rates available to them in their Ship Manager workstations.  We also have the new rates posted on our website ( under the members only section.  Here you will find the updated Program Summary and other useful information.  If you prefer your rates be emailed, please send Chris Johnson a request at [email protected].
  2. The new GSO Door 2 Door program is growing! Member participation has been building, and service is proving to be 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, as we have a simple process in place that guarantees quick and easy start up.  

NOTE: Transportation Rate information and documents are 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 January 2017, we were pleased to welcome the following new CalFlowers members:

Associate Floral
InBloom Group LLC
Doral, FL

Associate Grower
Cranbury Fields LLC
Cranbury, NJ

Fremont, CA



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

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