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


Volume III, Issue 1  

January 2017

In This Issue ...

  1. 2017 World Floral Expo Booth Registration Now Open
  2. Featured Member 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

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 sq. ft. California Floral Pavilion has already been reserved!

Click Here to sign up today!

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

Featured Member of The Month

The Natural Gardening Company

David Baldwin
General Manager

Company History:  Founded in 1986 to promote environmentally sound gardening practices, The Natural Gardening Company was the first company to ship certified-organic plants nationally through the mail, with a focus on tomatoes. Since then, we have developed a comprehensive line of certified-organic vegetable, herb and flower seeds. We also promote drip irrigation as an important facet of organic gardening.

Company Specialties:  Certified-organic vegetable, herb and flower seeds and plants;
drip irrigation.

Victorian Greenhouse

Other Fun Facts: The Natural Gardening Company shipped its first heirloom tomato seedlings in 1987, before “heirloom” was a buzzword. We now ship thousands every season from coast to coast.

Click Here to visit our website. 



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 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.


  1. With the Valentines heavy shipping period approaching fast, some of our carriers are reaching out to our shipping members for help with logistical planning.   For FedEx - Please let your local rep, driver or station know if you will be shipping more than an extra 5 packages a day beginning the week of February 1 through February 13.  Please break this down by day and be as accurate as possible.  Shippers that do not notify FedEx of additional volumes run the risk of delayed shipments.  FedEx requests this information by Friday, January 20 to ensure enough capacity.
  2. Additionally, 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].
  3. 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 at (760) 533-5580 or [email protected] to inquire.
  4. 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 as they are not set up to handle member calls.  Please call us directly, as we have a simple process in place that guarantees quick and easy start up. 
  5. 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 December 2016, we were pleased to welcome the following new CalFlowers members:

Associate Floral
Import Flowers Nashville LLC
Nashville, TN

Manatee Floral Inc.
Bradenton, FL

Soderberg's Floral Inc.
Minneapolis, MN

The Plant Place Inc.
Dallas, TX

The Natural Gardening Company
Petaluma, CA



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

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