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

Volume II, Issue 11  

November 2016

In This Issue ...

  1. Petal It Forward
  2. WF&FSA Floral Distribution Conference in Miami, FL
  3. CalFlowers Board Elections
  4. Women's Day 2017
  5. World Floral Expo 2017
  6. Transportation Updates
  7. 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.


Petal It Forward 2016

We showered San Franciscans with 700+ flower bouquets on October 19th.  For the second year in a row, the San Francisco Flower Mart coordinated the ‘Petal it Forward’ event in our SF SOMA neighborhood.  This year, we solicited the help of the Master Florists Association of Northern California, City College of San Francisco, the SF Police Department, and of course the help of the vendors of our San Francisco Flower Mart, and the many California flower growers who shipped us flowers.

We started Monday morning with CCSF Floristry Department students creating beautiful bouquets with the product from our market.  CalFlowers helped with the shipping costs, and the beautiful California flowers started arriving in the market Monday and Tuesday from our growers.  Wilton Lee of Lee’s Flowers in Berkeley, CA came on
Tuesday to help the students create different styles of bouquets with all the donated flowers.

By the morning of Wednesday, October 19th we had over 700 bouquets to distribute, and a team of 20 volunteers to help us do just that!  Our team was made up of SFFM employees, CCSF students, SF florists, and officers from the SFPD.  We handed out loads of flowers, and received a ton of smiles back that morning.  We have bigger plans for ‘Petal it Forward’ 2017 in the SF Bay Area, so stay tuned! 

WF&FSA Floral Distribution Conference in Miami, FL

Now that we are back from another successful WF&FSA Floral Distributor Conference in Miami, we wanted to give a big shout out to all the members who generously donated flowers and greens to our CalFlowers “Table Top” and Hospitality Suite.  The diverse amount of fresh show quality product sent from our California members was nothing short of amazing.  Thank you to the following shippers.  Each of you deserves a big applause for coming through for us.  We thank you all! 

CallaCo, CamFlor Inc., Dramm & Echter Inc.,Glad-A-Way Gardens Inc.,Holland America Flowers LLC, Kendall Farms, Kitayama Brothers, Inc., Myriad Flowers International Inc., O & J Growers, Resendiz Brothers Protea Growers LLC, Rose Story Farm and The Sun Valley Group. 

Our Table Top display had a fresh California look and feel that no other table offered.  It was easy to see the rich floral textures and stunning quality on display from California.  Foot traffic was strong throughout the 3-day exhibit, which was welcome and quite productive.  There was much interest in our flowers from all segments of the attendee base as well as for our Association and its range of offerings.

CalFlowers also hosted a hospitality suite to promote our products and services to the attendees, and to provide a casual place for everyone within the industry to relax and network.

With a full complement of California food and unique beverages, the suite was standing room only for quite some time.  With Darenda Garbarz, President of Designs by Darenda, as our chief designer, the CalFlowers Hospitality Suite was the place to be.

Michael LoBue, CEO CalFlowers, also facilitated the 3rd annual Flower Summit at the show. The Summit participating organizations included:  American Flower Endowment, Association of Floral Importers of Florida, Asocolflores, Expoflores, CCFC, CalFlowers, Society of American Florists, and the Wholesale Florists & Florist Suppliers Association.  The purpose of the Summit was to collaborate on productive projects to promote the floral industry.

We look forward to 2017 for another successful WF&FSA Floral Distributor Conference. 

CalFlowers Board Elections

The recent board elections resulted in an incomplete election due to less than expected turnout by the close of the balloting period.  The CalFlowers bylaws require a one-third quorum for a vote to be valid, which made our target 59 ballots.  We were about a dozen short of reaching quorum.

Fortunately, the CalFlowers bylaws take this into account, and we have an alternate path forward to maintain the organization's governance structure that the board will address at their next meeting, which is December 6-7 in San Mateo, CA.

Thanks to those Floral members who did vote.  For those who did not and have suggestions for how to make it easier to cast votes in the future, please contact Michael LoBue, CEO directly ([email protected]).

Women's Day 2017

CalFlowers and Asocolflores will team up again to promote Women's Day in March 2017.  Over the last two years, this promotion has been very successful in providing broad high-level awareness of the opportunity to demonstrate respect and honor to all the women in our lives – what better way to do that than with the gift of flowers.

Stay tuned for future communications as we roll out the 2017 plan.  If you are interested in being part of this promotion, please contact Monnaie Pepin to get on our list.

World Floral Expo 2017

CalFlowers is again planning a strong presence at WFE 2017 from Wednesday, March 22 - Friday, March 24, 2017 in Las Vegas, NV.  We expect to finalize our pavilion plans by early December. If you wish to be considered for an exhibit booth within the Pavilion, you may contact Monnaie Pepin at any time to be included.


  1. As you may have seen, CalFlowers has recently launched the FedEx IPD program.  This program is tailored to our wholesale 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 should contact Chris Johnson with questions - 
    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.
  3. 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.
  4. For those shippers needing FedEx shipping supplies (labels and boxes) for Christmas holiday, FedEx strongly advises ordering them now.  After Thursday, Nov 17 they will NOT be available (for the holidays), so get your order in early.
  5. If you haven’t already, now is a great time to start getting familiar with our CalFlowers website (  There is a wealth of information there that can answer many of the questions you have regarding transportation or anything else your association is doing.  Rates, program info, contacts and events are just a few examples of what is available to members.  It’s easy too, just login with your username and password and that’s it.  If you need help logging in or forgot your password, please contact our office 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 October 2016, we were pleased to welcome the following new CalFlowers members:

Associate Floral
Divine Treasures
Clackamas, OR

Mancuso's Florist, Inc.
St. Claire Shores, MI

Cynthia's Floral Connection
El Centro, CA 


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

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