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

Volume IV, Issue 7 

July 2018

In This Issue ...

  1. CalFlowers 2018 Member Meeting Registration Opens
  2. Focus on the Future: CalFlowers Strategic Planning 
  3. Member Flowers Take Center Stage at AIFD
  4. WF&FSA Offers Discount 
  5. CalFlowers Sponsors Texas Floral Forum
  6. Transportation
  7. New Members


WF&FSA Management Institute
August 1 - 3, 2018
Newport Beach Marriott Bayview
Newport Beach, CA 

CalFlowers Member Meeting
September 11, 2018
Westin Mission Hills
Rancho Mirage, CA


SAF Palm Springs
September 12 - 15, 2018
Westin Mission Hills
Rancho Mirage, CA


2019 Fun 'N Sun Convention
July 24 - 27, 2019
Hilton Santa Barbara Beachfront Resort
Santa Barbara, CA

 Flower Of The Month:

July flower of the month: 

Each color variation of the larkspur has a different meaning:

  • Pink means fickleness;
  • White conveys a happy nature; and,
  • Purple normally represents a first love.

Generally, larkspur indicates strong bonds of love.   

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.


CalFlowers 2018 Member Meeting Registration Opens

Online registration is now open for the 2018 Member Meeting scheduled for September 11.  This year, we are hosting one meeting only, so mark your calendars now! This meeting will be co-located with the SAF annual convention at the Westin Mission Hills in Rancho Mirage, CA.

Meet old friends, make new friends, and join the discussion about the California floral industry at this annual event and learn about our plans for 2018-19. CalFlowers strives to create opportunities for open dialogue among members and to help your businesses thrive.  Round-table topics will be announced soon.

To register, click on the link below and follow the instructions. The price for the meeting is $25 for early bird (until September 10) and $35 at the door.

Early Bird registrants will have their name entered into a drawing for a chance to win one of two prizes, one Full Registration to Fun ‘N Sun 2019 or a $150 Southwest Airlines gift card. Must be present to win!

Please note that registering requires logging in to the CalFlowers website.  If you've forgotten your username and/or password, you can retrieve them using your e-mail address (the e-mail address at which you have received this e-mail notification). 

If you have questions please contact our office at (831) 479-4912.

Focus on the Future: CalFlowers Strategic Planning 

This summer the CalFlowers board and staff are refreshing the highly successful strategic planning work initially done in early 2014 – a four-year refresh!  CalFlowers is once again engaging the management consulting firm AMMR.

The work began last month with an environmental scan survey of a cross section of our membership and non-member industry leaders.  The AMMR team received the results on July 2.  CalFlowers Board and staff were not privy to who submitted what input. Next, AMMR will conduct in-depth interviews with CalFlowers leadership to generate a gap analysis between the Board's views and what was learned from the environmental scan.  

And now is the opportunity for CalFlowers rank-and-file members to weight in - please take a few minutes to respond to 4 questions, telling our consulting firm what's important to you:


The process will culminate in early October as the AMMR team guides us through an in-depth assessment of the quantitative and qualitative research conducted.  From this information, the Board will set the organization's strategic priorities and direction for the next three to four years.

Thanks to all who have contributed thus far and who will do so over the balance of the summer.

Member Flowers Take Center Stage at AIFD

Thanks to the generous donations from our members, California flowers took center stage throughout this year’s AIFD Symposium: Discover, in Washington, D.C. More than 1100 attendees were surrounded by a wide variety of California flowers and greens - in on-stage presentations, hands-on classes, and at the Partner’s Expo.

CalFlowers was once again a diamond partner, sponsoring “A Passion for Parties,” showcasing the innovative, over-the-top event designs and décor from renowned designer, Derrick Vasquez, AIFD, CFD (pictured). Offering a wealth of ideas, techniques, and tips, Derrick’s lively presentation was a vibrant and imaginative showstopper. Derrick also designed the CalFlowers table exhibit at the Partner’s Expo, which was well-received by attendees.

Attendees at “A Passion for Parties” were also treated to a goodie gift bag and invitation to CalFlowers’ Fun 'N Sun event to take place in Santa Barbara, CA on July 24-27, 2019.

“We are pleased that attendee recognition and interest continues to grow about our member benefits,” says Mike Mooney, CalFlowers board member. “Our aim is to help members strengthen their businesses and to advance the floral industry at the same time."


WF&FSA Offering CalFlowers Members A Discount

In recognition of CalFlowers' sponsorship of this year's Management Institute, WF&FSA is offering CalFlowers members a 50% discount on the 2018 Management Institute registration fee. Use promotional code CalFlowers50  when registering for this event. 

WF&FSA’s Management Institute provides its attendees with exceptional educational programming to learn practical skills that help them tackle timely business problems. Attendees also enjoy exceptional networking opportunities to interact with industry peers. In addition to two days of education and networking events, many attendees participate in WF&FSA’s Road Trip, which will take them to the top wholesale, retail, event and production facilities in the Newport Beach marketplace!

If you have questions, please contact WF&FSA’s Meeting Registrar Cathy Vick at [email protected]

CalFlowers is a proud sponsor of the
Texas Floral Forum


As a reminder, new shipping rates and program information for 2018 can be found on the CalFlowers website.  Rates for FedEx, GSO, and OnTrac are also included.  Members can use their logins to access this information anytime. For questions or comments about any of our programs, please contact Chris Johnson for assistance – [email protected] or by phone (760) 533-5580.

FedEx has available, at no charge, high-visibility perishable stickers that members can place on boxes that are designed to help FedEx personnel identify perishable shipments.  These are NOT mandatory but are recommended as FedEx has found them to be helpful.  These high-visibility colored stickers should be placed adjacent to the shipping label, and only one sticker per box is needed. To order these colored stickers, visit or call FedEx at 1-800-GO FEDEX.

Also, FedEx is in the process of a major corporate rebranding. The familiar colors on the logos and trucks that differentiate the different divisions at FedEx will eventually be just purple and orange once again.  This is important for members who have pick-ups from both Ground and Express as it will be necessary to keep the trucks separate.  For more information, please visit

For CalFlower members sending BOXES or parcels UNDER 3 lbs, GSO now allows these boxes to be shipped under their lowest weight break previously reserved only for letters and small packs.  Starting immediately, members can now use a BOX and still get the super low 0-3 lb. rate.  For more information or questions, please contact Chris Johnson anytime, [email protected] and 760-533-5580.

GSO has a nice handy tool on its website that shows shippers which states of their service area are overnight or 2-day.  Click here for GSO’s “Time and Transit Map”

OnTrac also has a very nice “Time and Transit Map” under Zip Tools on their website.  This handy map loaded from YOUR zip code really helps understand OnTrac’s overnight commitment areas.  To download your map please visit


Check out our updated airline contact website page, a handy reference offering contact information for our California Air Cargo representatives.  Please visit 

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 log in 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 June 2018, we were pleased to welcome the following new CalFlowers members:

Associate Floral

Hiawatha Inc.
Shelton, WA

Ikebana Box, LLC
Miami, FL

Juliet Wholesale Flowers
Fairfield, NJ









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

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