A Quarterly Publication of The Los Angeles Market of the American Florists Exchange, Ltd. Summer 2012 • Volume 21 - Number 4

Volunteering and Teaching A Great Combo By Peggi Ridgway Many local floral instructors participate in area design events and give of their time by serving on the floral associations’ boards and teams. We saw many of them here at the Origi- nal Los Angeles Flower Market last October – and we’ll see them again for this year’s “Calif Flora” and Top Ten Design Contest. We thank three of these volunteers, Gail Call AIFD, Kathe Hayden CCF and Del Langdale, full-time design instructors who are known to many of our readers, who share a bird’s eye view of their teaching techniques here. Continued on page 6 Calif Flora 2012 Del Langdale demonstrates for a class. Sponsored by California State Floral Association and SOUTHERN CALIFORNIA Flower Market

Kathe Hayden’s class works on a small, round anthurium Gail Call shares floral arranging techniques with her class. arrangement as Kathe (in black smock) helps individual students.

Remembering Johnny Mellano See Page 4 See All the New & Varieties at the Original Los Angeles Flower Market!

D Enlarged to show market vendors

Hours: /Wholesale: M/W/F: 2 to 8 a.m.; T/T/S: 5 to 6 a.m. M/W/F: 8 a.m. to noon; T/T/S: 6 a.m. to 11 a.m. Public: ($2 admission weekdays; $1 on Saturday) For holiday and special hours, see www.LAFlowerDistrict.com.

Los Angeles Flower Market of the American Florists Exchange, Ltd . The Merchants of the 1. JX Grand Tree Inc ...... 213. 833 .0002 23, Mellano & Company . . . 213. 622 .0796 Los Angeles Flower Market 33, 34. Full 3. Imported Flowers Street map above from Paradise, Inc . . . . . 213. 488 .1443 24. Valle Wholesale . . . . . 213. 688 .8810 A. Dalsol Orchid . . 213. 614-1925 4. Dan Stamis Wholesale . . . 213. 622 .6770 Full Service Greens B. Floral Delivery Co-op . . . . 213. 623 .6974 26. Gonzalez Wholesale ...... 213 613 .0756 ...... 213 387 .1357 5. Blossom Valley ...... 213. 891 .9320 Miscellaneous Roses C. Paul Ecke Poinsettias . . . . 213. 622 .8667 27. C&K Wholesale ...... 213. 327-0313 December Only 6. G .M . Floral ...... 213 489 .7050 D. See detail (above right) Full Service 28. Ted’s Evergreens . . . . . 213. 624 .9510 29B. Greens E. RDP Floral, Inc ...... 213 623 .2514 7. Dayro’s Wholesale . . . . . 213. 623 .5177 F. Mellano & Company . . . . . 213. 622 .0796 Roses & Cut Flowers 29A. Vases by Robert . . . . . 818. 434 .1512 - 30 Full Service 7A. Flower Salad ...... 213. 624 .1974 G. Mellano & Company Miscellaneous Cut Flowers, Greens 31. Balloons Away ...... 213. 683 .8819 Wholesale Florist ...... 213. 622 .0796 7B. Dayro’s Wholesale . . . . . 213. 623 .5177 32A. Gilbert Wholesale . . . . 213. 689 .9564 Full Service Roses & Cut Flowers 32B. A Ruiz Wholesale . . . . . 213. 622 .3695 I. Dayro’s Wholesale ...... 213. 623 .4355 8. H .O . Norman ...... 213. 614 .1031 Exotic Cut Flowers J. J . Dayro’s Certified Floral Supplies Florist, Inc ...... 213. 623 .5239 10. Tommy’s Flower Land . . . 213. 622 .1205 36. - Tropical U .S .A ...... 213. 614 .1915 Floral Supplies 37. Exotic Cut Flowers Roses K. Floral Supply Syndicate . . . 213. 624 .3982 Floral Supplies 11. Eliseo’s ...... 213. 627 .4898 39. Paraiso Flowers . . . . . 213. 488-0376 Miscellaneous Cut Flowers Full Service L. Moskatel’s, Inc ...... 213. 689 .4650 Floral Supplies 12A-. Kimura Plus ...... 213. 488 .1620 40. S .O .S ...... 213. 896 .0322 13A M. Stamis Wholesale ...... 213. 622 .6770 Miscellaneous Cut Flowers Floral Supplies 12B-. RDP Floral ...... 213. 623 .8069 13B Roses & Carnations 42. Growers Direct ...... 213 688-8805 N. Floral Prop Rental ...... 213. 622 .1700 43. Cut Flowers Floral Supplies 14. Choice Flowers ...... 213. 489 .4879 Miscellaneous & Exotic Flowers 44. Paradise . . . . . 213. 488 .5144 O. Abigail’s Flowers ...... 213. 622 .5041 Full Service Jay’s ...... 213. 612 .0353 17. Stelzner Wholesale . . . . 213. 891 .1514 Miscellaneous Cut Flowers P. LA Flower District 45. Orchid Oasis ...... 213. 627 .3805 Association (Badge) . . . . . 213. 627 .3696 18. Zavala Wholesale Flowers . . 213 488 .0085 Orchids Q. Milagra ...... 213. 629 .5867 20. Cal Pom Pons ...... 213. 623 .6651 50. Sanchez, Martin . . . . . 213. 629 .4154 Exotic orchids Florals, Rose Petals & Roses Fruit, Candy & Stuffed Animals Where Good Ideas Are Always In Bloom Contents

This newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by Cover Story: The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • : www.bloominnews.com. Sub- Volunteering and Teaching: scription and advertising details at BloominNews.com. Los Angeles Flower Market of the American Florists’ Exchange A Great Combo 6 www .originalLAflowermarket .com 754 Wall Street, Los Angeles, CA 90014 Mon.-Fri., 6 am to 2 pm Los Angeles Flower Market Map 2 Market Information: 213 622-1966 Market Manager/Mellano: 213 622-0796 Remembering Johnny Mellano Board of Directors 4 American Florists’ Exchange, Ltd., Los Angeles Flower Market Christine Duke, Lizbeth A. Ecke, Johnny Mellano, Potpourri Jon Prechtl, John Williams, Christopher Calkins 8 Los Angeles Flower Market Hours & Info Maps, Tenants, Hours, the Season's Flowers and More can be found at Bright Ideas 10 www .originalLAflowermarket .com Editorial and Advertising Feature: Peggi Ridgway, Wordpix Editorial Solutions 11 5146 East 23rd Street, Tulsa, OK 74114 Phone 800 200-1101; FAX 918 743-1105; Email: [email protected] Roundabout Art Director 12 Michael Wheary, Calypso Concepts LAFD Association Member Badge Program Happenings/Calendar 14 Frank Reyes 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696 More Than 90 Years’ of Service

Subscribe Those working in the California floral and horticultural industries may join our - ing list at no cost. Subscribe at BloominNews.com to the print and/or email edi- It’s YOUR tions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828. Disclaimer Flower Market! Neither the Bloomin’ News nor the Original Los Angeles Flower District recom- mends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers. Advertise in Bloomin’ News Visit Bloominnews.com or contact our editor for advertising rates, dimensions and details. Advertise in color. We’ll design your first ad for free!

Index to Advertisers The Original Bloomin’ News Goes Green ...... Page 12 Los Angeles Flower Market Flower Market History ...... Page 9 www.OriginalLAFlowerMarket.com Los Angeles Flower Market ...... Page 3 Mellano & Company ...... Page 5 A Wonderland of Quality, Freshness, Variety, Phil Rulloda School of Floral Design ...... Page 10 Selection and Great Pricing Prudential California Realty ...... Page 8 754 Wall Street, Los Angeles Teleflora ...... Page 15 LAFlowerDistrict.com Wordpix ...... Page 10

THE BLOOMIN’ NEWS 3 SUMMER 2012 Remembering JOHNNY MELLANO

Los Angeles Flower Market director and Mellano & 50-plus years . He remained active on the Original Los Company patriarch Johnny Mellano passed away on Angeles Flower Market (American Florists’ Exchange, Sunday, May 27, 2012, with his loving family around Ltd .) board of directors . He could not walk through the him, due to complications after suffering a stroke on Original Los Angeles Flower Market without stopping April 13, 2012 . During the weeks of his hospitalization, a dozen times to talk to friends and colleagues . hundreds of friends and family the world over had gathered at a special at CaringBridge .org to Johnny was born in 1936 to Giovanni and Maria follow his progress and express their well wishes . Mellano . He was a lifelong resident of the Orange County area, where his Johnny was a family man parents settled after they who loved the flower Johnny Mellano, 2002 immigrated to the United business and let nothing States from . He is get in the way of his two survived by his mother passions . He was dedicated Maria, wife Diane, son to Mellano & Company, Michael Anthony and supportive of the floral daughter-in-law Val, son and made many Jim and daughter-in- life-long friends throughout law Monica, son Bob and the industry . In 2011, he daughter-in-law Mary, was honored by California daughter Linda and son- State Floral Association, in law Ernie Santos, son along with other members Steve and daughter-in-law of the Mellano family, Mandana, and thirteen for meritorious service, grandchildren . He is also leadership and exemplary remembered by his brother contributions to the floral Mike Sr . and wife Sharon, industry . In 2008, Johnny was recognized in a full- sister Rose Marie and husband Battista Castellano, page tribute in the book, Sending Flowers to America, many nieces and nephews, and more than 200 as the man “Behind the Success of the Market .” members of the Mellano & Company family .

Even in his retirement, as more of his time was spent Hundreds attended the viewing and rosary, me- golfing and doting on his beloved grandchildren, morial service and reception, held on June 1 and 2, Johnny regularly came to Mellano & Company’s Los to pray and say their farewells to a true friend and Angeles location in the early mornings as he had for loved one .

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)&-1*/(:064&--.03&'-08&34From selling in a cold chain maintained environment to sourcing flowers for your events and creating a spacious production area that you can rent to meet your design needs, our goal www.mellano.com is to put our long history of selling flowers to work for you. Stop by our  L.A. wholesale house or give us a call to learn more. 766 Wall St. | L.A. | CA 90014

Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25) Issue Date: August 2011 Version: M&C_AugBeyondFullService_Full_MECH2.pdf

Advertiser: Mellano & Company Contact: Bruce Brady (707.845.5665)

Agency: Tractor Design Co Contact: Matt Warner (503.502.5168) COVER STORY Del Langdale “Quality tempered with good judgment and showmanship will win out against all odds. Give your customer fresh, good products and give them more than they expect.”

An educational focus on artistic design in high school and junior college laid a foundation of creativity that has served Del very well. He went on to become art director for special events at Knotts Farm in Buena Park, where he worked for thirteen years. For seven years, he designed the packaging and visual for See’s Candy; and he worked as design director for a large gift basket producer. Around 1996, he went to work at A to Z Floral Wholesale, where he is now head designer, design and planning. Del’s classes are one-month workshops. Students get free lance design jobs on their own, usually for friends and family members, and this is how they put their new-found knowledge to practical use.

“Students do actual floral projects for some of the schools in KATHE HAYDEN CCF our districts at cost, which gives my students the experience and pressure of designing for a real customer.”

Kathe is a State Credentialed Floral Design Instructor at Coastline Regional Occupational Program and Irvine Unified School District Adult . She also teaches for an Orange County wholesaler, is a wife and a mother of two children, serves on the California State Floral Association board, the California Certified Florists committee and is a freelance designer who owns her own event business. After 26 years teaching for the Regional Occupational Program (ROP), she still attends floral shows to keep challenged with new design concepts and she gives floral talks to clubs. She’s especially proud of the scholarship award program for deserving students highlighted at ROP’s annual Distinguished Student Recognition Awards.

Gail says she is blessed to make a career of something she AIFD CCF CFD Gail Call enjoys and gets pleasure in sharing. “People who take our classes want to be here and have chosen to be here. They are like sponges, soaking up the knowledge.”

Gail is Associate Professor, Floral Design, Golden West College in Huntington Beach. She began her floral design education as a student of Shirley Haas AIFD, who originated the program at Golden West College, and has been teaching there since 1985. She began teaching while working in flower shops and became full-time GWC faculty in 1999. In recent years, Gail, along with Miriam Somoano AIFD, helped start and is an instructor with the Shirley Haas Chapter of Student American Institute of Floral Designers at the college, one of fifteen SAIFD chapters in the . SAIFD member students work on seasonal projects for Valentine’s Day, Mother’s Day and making and selling arrangements to defray the costs of attending the annual AIFD National Symposium. All the SAIFD Chapters assisted with the 2012 Symposium’s “Trends” program. 6 VOLUNTEERING & TEACHING: A GREAT COMBO “There’s no magic in floral design.” According “Today’s design is based on all the design principles of line, color and spatial “If your design doesn’t look right,” Del says, to Del Langdale, “It’s just a matter of what cre- relationships. The same design principles are used in every aspect of design re- “there’s a reason. Make it look right by following ates good design.” gardless of the medium.” the basic design principles.”

Student projects are often assignments from Kathe feels it is important to let the students be creative and sometimes make mistakes. The students’ work is graded on deliverability, the other district schools, giving them valuable ex- “When we line the arrangements up and critique each one, everybody learns to absence of visible mechanics and the use of basic perience in designing for a real customer. identify ways to improve the design.” principles of design.

Guest instructor Ania Norwood CCF CFD teaches The floral design class at Golden West College transfers to certain other four-year GW students get a complete picture of the floral busi- European bouquet techniques. Ania is a 2005 colleges where students who want to extend their formal education can work ness, including setting up a photography area to take Golden West College graduate who will be in- toward a bachelor’s degree. floral pictures. This one was built by Advisory Commit- ducted into AIFD this year. tee member Carl Schwab of Blooms & Bears, Irvine.

7 Potpourri

CCFC Flower & Farm land for educational programs. Details: Ecke Ranch 760 Guide Published 944-4032; Leichtag Foundation 760 929-1090. Watch for the Second Annual California Flower SAF Members Contact Congress & Farm Guide, scheduled More than 100 members of the Society of American for release any day, Florists wrote their representatives and senators this with polybagged copies past spring, asking them to co-sponsor the “Restore accompanying the June Main Street’s Act” (HR 4293), which would

Supplement to Periodicals Publication issue of Florists’ Review remove restrictions on lending to small businesses. and SuperFloralMarketing. Once the letters hit, the “doors started opening,” says This valuable reference will also be available to floral SAF Senior Director of Government Relations Corey trade show attendees throughout this year. Conners. Conners said it will take many more letters and meetings to keep this issue at the top. Ecke Ranch Takes Capital-Funding Step In April, Ecke Ranch entered into an option to sell its Flowers are Forever Encinitas property to locally-based Leichtag Foundation, The United States Postal as part of its expansion plan. The Encinitas property is one Service has issued a new of many operated throughout the world by Ecke Ranch. commemorative Forever stamp The sale, with a three-year transition period, creates honoring one of America’s capital for growth and opens the door to a new location foremost African-American with optimal efficiency. The Leichtag Foundation isa artists, William H. Johnson. nonprofit philanthropic which will use the The eleventh issuance in the American Treasures series Sell Your Shop Faster and for the Highest Price! showcases a still life floral painting by Johnson.

Colombia Gets Duty-Free Status The U.S.- Free Trade Agreement went into effect on May 15, 2012, allowing flowers to be exported to the United States with permanent duty-free status. The FTA has no effect on the current status of flowers from Colombia, as flowers from Colombia and already arrive duty-free under the Andean Trade Preference and Drug Eradication Act. The new FTA grants permanent duty-free status only to Colombian flowers. Ecuadorian flowers are affected by the Andean

Available: Established flower shops with great locations, Trade act, which must be renewed periodically. house accounts, long-time customers and exciting potential.

Buy or Sell With Confidence Californian Recipient of Ball Scholarship Sean Edelstein 949-551-2060 Lisa Taber, a junior student, received www.4saleflowershops.com a $1,500 scholarship from the American Floral Orange, Riverside, San Bernardino & Los Angeles Counties Endowment’s Vic and Margaret Ball Intern Scholarship

An Independently Owned fund this summer, one of six scholarships awarded. and Operated Member of The Taber will intern at Sun Valley Floral Group, gaining Prudential Real Estate Affiliates, Inc. experience in biotechnology and aquatic plants.

THE BLOOMIN’ NEWS 8 SUMMER 2012 Potpourri

Mom’s Day Scoot Back Up Focus on Women, the Decision-makers Results of a Society of American Florists poll of 1,001 Women control more wealth than men; account for 85 Americans indicate that Mother’s Day flower sales percent of consumer purchases; are the primary shoppers in 2012 had returned to pre-recession levels, with for their households; buy more than half of the new cars purchases at 37 percent (same as 2007 and 2008). Fresh in the United States; make many purchases based on flowers are the mainstay gift (72 percent), followed by recommendations of a personal review blog; are huge outdoor bedding or garden plants (37 percent) and blog readers; mention specific brands when conversing green houseplants (23 percent). with others; surpass men in Internet usage; account for 58 percent of all online spending; share information Goodall To Be Grand Marshal about deals with others (92 percent). Bottom line: Market The Pasadena Tourna- assertively to women. Sources at: Mediapost.com ment of Roses announced recently that Dr. Jane New FSS Catalog Available Goodall DBE, founder of The 2012/2013 Floral Supply the Jane Goodall Institute Syndicate 152-page catalog and UN Messenger of is now available and features Peace, will be Grand hundreds of new items among Marshal of the 2013 more than 1,000 popular items. Tournament of Roses Registered customers will receive festivities. Dr. Goodall catalogs automatically, by mail. will ride in the 124th Rose Stop by FSS.com to register Dr. Jane Goodall, left, and Parade presented by online to receive a copy. Tournament president Sally Bixby Honda and themed “Oh, the Places You’ll Go!.” She’ll toss the coin before the start of the Rose Bowl Game. SENDING FLOWERS TO AMERICA Labor Commissioner Recognizes Teleflora One-of-a-kind, full-color pictorial book Oklahoma Labor Commissioner Mark Costello recognized Oklahoma City’s Teleflora with a SHARP commendation, presented to Teleflora chairman Tom $ 00 Butler in May. SHARP (Safety and Health Achievement 35 Each Recognition Program) is a rigorous program that Sweepstakes winner “Birds and Bees” (includes shipping) recognizes employers with exemplary safety and health was designed by Charles Marder A colorful foray into and modeled by Susan Fekety. programs. Teleflora has more than 270 employees in the lives of early their Oklahoma City offices and has worked tirelessly California retail florists, designers, for three years to fulfill the U.S. Department of Labor suppliers, whole- SHARP requirements. salers and flower growers. Touching, Heavy Duty Sleeves are Here inspiring stories. Temkin International has launched its new HD Sleeves for orchids and other upscale plants, featuring Send check payable to American Florists’ Exchange to: extra protection and support and full customization for AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014. size, shape and print. Manufactured domestically, the Also available at the main entrance of the Original sleeves are unique in their custom tailoring capability. Los Angeles Flower Market, 754 Wall Street, Los Angeles. Call 800 CELLANE or visit Gotemkin.com.

THE BLOOMIN’ NEWS 9 SUMMER 2012 Bright Ideas

Support a Local Event with Free Flowers. The opening of a new public facility and the beginning 2012 of the Fall, Holiday, Spring or Summer season are CLASS SCHEDULE perfect opportunities to promote your shop by giving Instruction Hours: free flowers to all the women walking through the Monday-Friday, 9 a.m. - 5 p.m. Floral Designer entry gate. Publicize and include your business card Jan. 9 - 20, Feb 27 - March 9 on each flower. April 9 - 20, June 4 - 15, July 9 - 20 Sept. 10 - 21, Oct. 29 - Nov. 9 Advanced Floral Designer Photo Op Day. Jan. 23 - 25, March 12 - 14 Phil Rulloda’s June 18 - 20, July 23 - 25 To increase sales, get ‘em Sept. 24 - 26, Nov. 12 - 14 into the shop. Publicize a Basic & Advanced Advanced Wedding Designer Jan. 30 - 31, March 26 - 27 designated date as the day Floral Design June 25 - 26, Oct. 1 - 2 the public can have their Special Events/Décor Designer Exotics, European & Parallel, Feb. 1 - 3, March 28 - 30 pictures taken in the midst June 27 - 29, Oct. 3 - 5 Ikebana, Bridal & Party, of a large floral display Permanent Botanicals Shop Ops, Pricing for Profit Call for Dates made just for the occasion. One Day Workshops Hand Tied – April 30, Oct. 15 Bring Your Own Camera (BYOC). Novelty – May 1, Oct. 16 Holiday – Dec. 8 Always-Fresh Facebook. Southern California School of Floral Design Use your business Facebook page to post new product 843 S. State College Boulevard, Anaheim, CA 92806 arrivals, a spectacular photo from a recent wedding you 714 776-7445 or 800 981-7445 • www.philrulloda.com designed for, links to your slideshows on Youtube.com,

Business Design Since 1989 etc. Don’t ever let your Facebook, Twitter or Pinterest friends forget that you are the florist of choice.

Offer a Mid-Summer Night’s Floral Design Class. Add interest to the waning days of Summer with the beauty of take-home floral arrangements from a do-it- DESIGNED TO yourself class at your studio. Hold an Open House. Showcase your products, your talent and your customer BLOOM friendliness. Publicize your event well in advance. The Right Solution For All Your Media Needs Flower Shop for Sale Long Beach shop in business 45 years at the same high visibility location, close to two major cemeteries and many mortuaries and just 30 minutes from the Wordpix Solutions Los Angeles Flower District. Features 2,500 square Contact Peggi Ridgway feet, walk-in traffic, strong corporate accounts. Open 800.200.1101 / [email protected] seven days a week. Asking $200k. Kindly email: [email protected] Producer of The Bloomin’ News

THE BLOOMIN’ NEWS 10 SUMMER 2012 Blue Agapanthus, courtesy Flower Duet Design Studio, Torrance Alium, courtesy Flower Duet Design Studio, Torrance White Agapanthus, courtesy Flower Duet Design Studio, Torrance FIREWORKS! Mimic the explosions, colors and excitement of Independence Day fireworks! Here’s a fun assortment of flowers for your celebration cookout or luncheon.

The fiery Teddy Bear Sunflower, courtesy Wordpix. Alium, courtesy Flower Duet Design Studio, Torrance Painted Papyrus, courtesy Wordpix Roundabout

Kudos to Lee Burcher AIFD CFD CCF PFCI, who While we’re giving kudos, recently launched an exciting new website at here’s to Bob Gordon Floraldesignconcepts.com, complete with music and AIFD who, in April, stunning photography of his award-winning style. And hosted a river cruise of to California Cut Flower Commission, whose Facebook 24 people to attend the fan page has surpassed 5,000 “Likes,” doubling its fan amazing base in less than a year. expo “Floriade” and visit Keukenhoff in The Rene van Rems AIFD held his popular “Hand-tied and . “Keukenhoff Cascading Bouquet Workshop” in May at Mt Eden Floral was at its peak of bloom Company in San Francisco and another is slated for the day we visited,” Bob July 1 at the Honolulu Museum of Art. Rene and Bob says. He also took the Gordon AIFD did the design programs at the San Diego group to the Flower in Aalsmeer, hosted by Els County Fair in Del Mar in June. Hazenberg AIFD. (Floriade is open until October.) GOING GREEN New options for how to get your digital issue Three ways to join our e-mail list

1Visit http://bit.ly/la ower 2 Text FLOWER to 42828 3 Scan QR Code

THE BLOOMIN’ NEWS 12 SUMMER 2012 Roundabout

Three flower farms were recognized by Southern or 916 448-5266 or visit Calstatefloral.com. California Gas Company for their energy efficient efforts, during the third annual Carpinteria & Ecke Ranch has maintained connections with its Nursery Tour in April. They were Ocean Breeze Farms, valuable customer base through Webinars, with Westland Floral and EverBloom. The SCGC partnered “Celebration of Color in 2013 with Ecke Ranch” the title with Santa Barbara County Flower & Nursery Growers for its May 24 event. Association to sponsor the event. Mel and Joey Schwanke got international attention California State Floral Association’s annual conven- upon the celebration of 64 years of marriage recently. tion, trade expo and “Top Ten” design competition The parents of J Schwanke AAF AIFD PFCI, host of JTV at moves into full gear at the Southern California Flower uBloom.com, have been recognized many times for their Market, 755 Wall Street, Los Angeles on Saturday, service to the floral industry (he’s a former SAF president October 13 and Sunday, October 14, 2012. Saturday and a Floriculture Hall of Fame recipient; she’s a Tommy Bright Award winner). This time they were recognized for finding the “secret to a successful marriage.” And what a secret it is. Omaha’s KETV Channel 7 broke the news The Rene van Rems that the way Joey and Mel show their love is by wearing AIFD bridal show at Calif Flora 2011. matching outfits. For more than 30 years, Mel has worn a tie made from the same material as Joey’s dress, using mostly floral motifs in a nod to their careers as florists. Coverage appeared on in major metro areas includes a full day of educational workshops for de- and on Good Morning America as well as in foreign cities. signers and shop managers, as well as the California Certified Florist (CCF) exam testing. The colorful, dynamic Prepare for “Balloon Month:” September A balloon and fun for which “Calif Flora” is known will fill bouquet, a balloon with custom decorations or some Sunday’s activities with the “Top Ten” and Student design balloons tied to a basket of flowers – any of these will competitions, the afternoon design demonstrations of deliver an extra punch, elicit a smile and let someone Phil Rulloda AIFD PFCI AAF, an industry trade show, know they’re special. Play it up during September’s silent auction and New Varieties display. Parking is free. “Balloon Month.” Visit our balloon vendors at the Plan to attend! Contact Ann Quinn at [email protected] Original Los Angeles Flower Market.

Size Single/Annual Rates 1/4 page $175, $150 each 1/2 page $400, $350 each Advertise in 1 page $600, $525 each Cover $800, $725 each The Bloomin’ News Guidelines & Details Reach 6,000+ florists and others in the So Cal floral industry! The deadline to reserve ad space is six weeks Published January 1, April 1, July 1 and October 1. before month of publication. You may submit your own artwork or we will design an ad based on information you provide. Except for cover ads, ad position in the newsletter is sub- More Details: www.bloominnews.com ject to change. Contact: 800 200-1101/Wordpix • [email protected]

THE BLOOMIN’ NEWS 13 SUMMER 2012 What’s Happening Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more. Our calendar events are good for focus as well as attending and learning. Check ‘em out! July 1 “ Hand-tied & Cascading Bouquet” Hands-on 22 California Association of Flower Growers & Shippers Workshop, Honolulu Museum of Art, Honolulu, HI, with (NORCAL) member meeting, Sheraton Carlsbad Resort & Rene van Rems AIFD. $245. Call 888 824-7363 or email Spa, Carlsbad. Email [email protected]. [email protected]. 28–30 Plantscape Industry Alliance “Plantscape Expo 2012,” 1–4 Concluding days of the San Diego County Fair, Las Vegas. Call 707 462-2276 or see PIAgrows.org. Del Mar Fairgrounds 8/31– Los Angeles County Fair, Fairplex, Pomona 4 Independence Day 9/30 10 and Floral design workshops by Del Langdale at A to Z September every Floral Wholesale, mornings and evenings. RSVP two 3 Labor Day Tues. weeks in advance. Call 714 547-8237. 5 FTD “Good Neighbor Day” 12–16 AIFD 2012 Symposium, Hyatt Regency, Miami, FL – a really “HOT” event. Hot designs, hot events, hot inspira- 8 “California Grown Flowers” using garden dahlias, tion, high energy. See Facebook.com/AIFD.Symposium adults and kids’ classes, at The Huntington Library, San or visit AIFD.org or call 888 421-1442. Marino. Call 310 792-4968 or visit Flowerduet.com.

13 thru Orange County Fair, OC Fair & Event Center, Costa Mesa 9 National Grandparents Day 8/12 13 “International Chocolate Day” – Flowers and choco- 17 CMC Gift & Home Market, Los Angeles (through 7/23) lates, Mmmmm. Fresh Produce & Floral Council Southern California Patriot Day Expo, Anaheim. Call 714 739-0177 or see FPFC.org. 14 22 Parents Day 17 Rosh Hashanah Make Someone Smile Week (Teleflora) 19–22 SAF Palm Beach 2012, The Breakers, Palm Beach, FL. Supercharge your business growth at this powerful 22–25 Business Smarts Summit: “Operating a Successful event. Visit SAFnow.org or call 800 336-4743 or Retail Flower Shop,” Teleflora Education Center in 703 836-8700. Oklahoma City. Instructors: Paul Goodman PFCI CPA, Marie Ackerman AIFD PFCI AAF and Special Guest 22 First day of Autumn Speakers. $599/members. See Myteleflora.com or call “Succulents and Celosia,” great outdoor party design, 800 456-7890, x.6234. workshop at Flower Duet studio, Torrance, 10 a.m. to 25–31 California Gift Show, Los Angeles. Noon. $90. Call 310 792-4968 or see Flowerduet.com. 27 The “Games of the XXX Olympiad” begin in London. 26 Yom Kippur 28 “Summer Sunshine with Pincushion Protea and Sun- 27–30 World Flower Council Summit, Cabo San Lucas, . flowers,” centerpiece workshop at Flower Duet studio, Call 954 444-6445 or see Worldflowercouncil.org. Torrance, 10 a.m. to Noon. $90. Call 310 792-4968 or see Flowerduet.com. 29 L.A. Mart Fall Gift + Home Market, Los Angeles 30 thru “Everyday Magic” workshop at Teleflora Education August 10/3 Center in Oklahoma City. Instructor will be Joyce Mason-Monheim AIFD PFCI. $599/members. See 1–12 Ventura County Fair, Fairgrounds, Ventura Myteleflora.com or call 800 456-7890, x.6234. 4–5 “Advanced Floral Design” class with Phil Rulloda AIFD PFCI AAF, at Mayesh Wholesale in Chandler, AZ. Save the Dates $395. See Philrulloda.com or call 714 776-7445. October 3-6, 2012 – FlorEcuador, Agriflor 2012, Quito, 5–8 “European Design” workshop with Els Hazenberg Ecuador. AIFD AAF, Teleflora Education Center in Oklahoma City. October 13-14, 2012 – “Calif Flora 2012” and the an- $599/members. See Myteleflora.com or call 800 456- nual “Top Ten” design competition at the Southern Cali- 7890, x.6234. fornia Flower Market, 755 Wall Stret, Los Angeles. Don’t miss this hot floral event right in our own backyard! 18 “California Grown Wildflower Vase Design,” workshop at Flower Duet studio, Torrance, 10 a.m. to Noon. $90. October 26-29, 2012 – Produce Marketing Association Call 310 792-4968 or see Flowerduet.com. Convention, Anaheim.

THE BLOOMIN’ NEWS 14 SUMMER 2012 They steal your customers. They pilfer your profits. Talk about an ugly floral arrangement.

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)0B7UG$GB%ORRPB)LQGG $0 PRESORTED STANDARD U.S. POSTAGE PAID 754 Wall Street, Los Angeles, CA 90014 LOS ANGELES CA PERMIT #3644 RETURN SERVICE REQUESTED

Calif Flora 2012 Sponsored by California State Floral Association and SOUTHERN CALIFORNIA Flower Market October 13-14, 2012

755 Wall Street, Los Angeles, CA 90014 “Top Ten” Floral Design Competition, Student Competition, Educational Seminars, Design Show, Trade Show, and much more!

“The Simple to the Sublime: The Magic of Design” Presented by Phil Rulloda AIFD PFCI AAF Sunday, October 14, 2012 Renowned designer/instructor/mentor Phil Rulloda presents his favorite techniques for designing for everyday occasions and home entertaining. From the simple to the sublime, Phil works with a blend of common, available blossoms and exotic flowers, demonstrat- ing the art of crafting fresh designs with maximum visual effect and minimal effort. His signature techniques turn traditional to tremendous. Get more details / register for the design competition / call CSFA: 916 448-5266 Or email [email protected]