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

Volume II, Issue 10  

October 2016

In This Issue ...

  1. 2017 Membership Directory Advertising Available
  2. CaliFlora 2016
  3. Board Elections 2017
  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

October 19, 2016 

October 19-21, 2016
WF&FSA Annual Meeting
Miami, FL

October 31,2016
Ballots due for 2017 Board elections

November 5-6, 2016
CaliFlora 2016
Los Angeles, CA

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 Membership Directory Advertising Available

CalFlowers members are invited to advertise in the CalFlowers 2017 Membership Directory. This is an excellent promotional opportunity for members to be seen throughout the industry.

Why should I advertise in the 2017 Membership Directory?

  • Advertising space starting as low as $100.00. 
  • As a valued CalFlowers member, you are entitled to take a 10% discount off of the appropriate ad rates when you submit your Insertion Order by 10-28-16.
  • Provides year-long exposure to over 600 members, wholesalers, and large volume buyers nationwide.
  • The directory is a vital source used on a daily basis by companies seeking information essential to their operations.
  • Your advertising dollars go directly to producing and publishing the highest quality product for the membership.

Click Here for more information on how to advertise.


CaliFlora 2016

This year CaliFlora 2016 will take place November 5-6 at the Los Angeles Flower Market.  The California Certified Florist Exam will take place on Saturday, November 5th, as well as some hands-on classes.  On Sunday, November 6th, the Student Design Competition and the 43rd Annual Top Ten Design Competition will be held.

Click here to see the schedule of events for CaliFlora 2016.


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 
  • Den Dobbe – Holland America Flowers, LLC 
  • Lisa Filice – Regional Farms, Inc. 
  • Mike Mooney – Dramm & Echter, Inc. 
  • Bill Tafoya – Fiorebella, Inc. 

One board posiiton 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.

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 November. 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 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 shipping began successfully last week.  For our west coast members who want to sign up for the NEW GSO program, or would like more information, please call Chris Johnson exclusively at (760) 533-5580.  GSO is not set up to handle member calls, plus we have a simple process in place that guarantees quick and easy start up.
  3. United Airlines Cargo has issued CalFlowers members new shipping rates valid through Dec 16.  These new “All In” rates include fuel and processing fees which makes it easier to calculate your landed price.  United Cargo is continuing to work on adding value to our pricing, so stay tuned for more developments on United.  For a copy of United Airlines Cargo new rates, please visit our website at or contact Chris Johnson directly for your copy.
  4. 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 by calling (831) 479-4912. 

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

Associate Floral
Floral Design Schools of America, LLC
Whitefish Bay, WI

Flowers and Services Inc.
Coral Gables, FL

Horticultural Services, Inc.
Lake Tapps, WA

Associate Grower
Select Growers, Inc.
Deland, FL

Sierra Cascade Forest Products
San Francisco, CA

Associate Service
Golden State Overnight, Inc.
Pleasanton, CA

Square Root Designs, Inc.
Irvine, CA



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

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