A Quarterly Publication of The Flower Market of the American Florists Exchange, Ltd. Winter/January 2013 • Volume 22 - Number 1

The Goldberg Family’s Skyline Flowers Four Generations of California Flower Growing Story begins on page 4

Tom Goldberg in Oxnard, California greenhouse, October 2012, among the Matsumoto asters.

“Legends” a Huge Success for CSFA See Page 14 Get the Freshest Valentine Flowers at The Original Los Angeles Flower Market

D 40 42 43 39 Enlarged to show market vendors

Hours: Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm. Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am; Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm. 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 Service 3. Imported Flowers Street map above from Paradise, Inc ...... 213 488 .1443 24. Valle Wholesale ...... 213 688 .8810 A. Lee’s Orchids ...... 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 Cut Flowers 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 E. RDP Floral, Inc ...... 213 623 .2514 7. Dayro’s Wholesale ...... 213 623 .5177 29B. Greens Roses & Cut Flowers F. Mellano & Company ...... 213 622 .0796 29A. Vases by Robert ...... 818 434 .1512 7A. Flower Salad ...... 213 624 .1974 Full Service - 30 Ceramics Miscellaneous Cut Flowers, Greens G. Mellano & Company 31. Balloons Away ...... 213 683 .8819 Wholesale Florist ...... 213 622 .0796 7B. Dayro’s Wholesale ...... 213 623 .5177 Roses & Cut Flowers Full Service 32A. Gilbert Wholesale . . . . . 213 689 .9564 I. Dayro’s Wholesale ...... 213 623 .4355 8. Designer Direct Showcase Inc ...... 213 488 .9795 32B. A Ruiz Wholesale ...... 213 622 .3695 J. J . Dayro’s Certified Floral Supplies Exotic Cut Flowers Florist, Inc ...... 213 623 .5239 Floral Supplies 10. Tommy’s Flower Land . . . . 213 622 .1205 36. - Tropical U .S .A ...... 213 614 .1915 K. Floral Supply Syndicate . . . . 213 624 .3982 Roses 38. Exotic Cut Flowers Floral Supplies 11. Eliseo’s ...... 213 627 .4898 39. World Coffee Kiosk L. Moskatel’s, Inc ...... 213 689 .4650 Miscellaneous Cut Flowers Floral Supplies 12A-. Kimura Plus ...... 213 488 .1620 40. S .O .S ...... 213 896 .0322 13A 42. Miscellaneous Cut Flowers M. Stamis Wholesale ...... 213 622 .6770 Floral Supplies 12B-. RDP Floral ...... 213 623 .8069 43. Growers Direct ...... 213 688-8805 13B Roses & Carnations N. Floral Prop Rental ...... 213 622 .1700 Cut Flowers Floral Supplies 14. Choice Flowers ...... 213 489 .4879 Miscellaneous & Exotic Flowers 44. Paradise Gardens ...... 213 488 .5144 O. Abigail’s Flowers ...... 213 622 .5041 Full Service Jay’s Plants ...... 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 Supermarket 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 Goldberg Family’s The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Sub- Skyline Flowers: scription and advertising details at BloominNews.com. Four Generations of California Flower Growing 4 Publisher Original Los Angeles Flower Market of the American Florists’ Exchange Los Angeles Flower Market Map 2 www .originalLAflowermarket .com 754 Wall Street, Los Angeles, CA 90014 People and Places Mon.-Fri., 6 am to 2 pm 6 Market Information: 213 622-1966 Market Manager/Mellano: 213 622-0796 In the Market /Roundabout Board of Directors 8 American Florists’ Exchange, Ltd., Los Angeles Flower Market Christine Duke, Lizbeth A. Ecke, Johnny Mellano, Potpourri 10 Jon Prechtl, John Williams, Christopher Calkins Original Los Angeles Flower Market Hours & Info Feature: CSFA’s “Calif Flora 2012” Maps, Tenants, Hours, the Season's Flowers and More can be found at www .originalLAflowermarket .com a Fun Learning Event 14 Editorial and Advertising Peggi Ridgway, Wordpix Editorial Solutions Happenings/Calendar 16 5146 East 23rd Street, Tulsa, OK 74114 Phone 800 200-1101• FAX 918 743-1105 Email: [email protected] • www.bloominnews.com Los Angeles Flower District Art Director 17 Michael Wheary, Calypso Concepts Association/ Badge Program LAFD Association Member Badge Program Frank Reyes More ThAN 60 YeArs iN PublicATioN 766 Wall Street, Los Angeles, CA 90014 www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696 Subscribe Those working in the California floral and horticultural industries may join our mail- ing list at no cost. Subscribe at BloominNews.com to the print and/or email edi- tions. Get the digital version at http://bit.ly/laflower or text FLOWER to 42828. Disclaimer 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, dimen- sions and details. Advertise in color. We’ll design your first ad for free! Index to Advertisers Bloomin’ News Goes Green...... Page 20 Flower District Badge Program ...... Page 17 - 18 Mellano & Company ...... Page 9 Advertise in the Bloomin’ News ...... Page 3 Maximum Exposure, Lowest Industry Cost Original Los Angeles Flower Market History Book ...... Page 11 Phil Rulloda School of Floral Design...... Page 13 Prudential California Realty ...... Page 10 Teleflora ...... Page 19 U.S. Soldier Florist Wrap ...... Page 7 Wordpix ...... Page 13 www.BloominNews.com • 800.200.1101

THE BLOOMIN’ NEWS 3 WINTER/JANUARY 2013 Where many of those spectacular flowers at the Original Los Angeles Flower Market begin.

Gertie Goldberg, founder of the The family business in Salt Lake City Tom checks snapdragon seedlings. GoldberG Four Generations of

During the Great Depression in the 1930s, recalls LeRoy Goldberg, “We had a cow, fruit trees, and a few flowers.” In those early days, the Goldberg family’s farm and orchard sat across the road from a cem- etery in Salt Lake City. LeRoy was one of six children with a single mom, Gertie Goldberg, all of them working the farm and orchard to make a living for the family. The flower part of the business got a big boost the day a potato peeler salesman dropped by and bought bunches of flowers to re-sell with his peelers. That Memorial Day, lines of people snaked their way through the Goldbergs’ flower bunches, buying the traditional floral decorations, espe- Burgundy dahlias in a Skyline Flowers greenhouse, Oxnard. cially Gertie Goldberg’s gladiolus, for graves of loved ones, especially veterans of the First World War. The family turned their flower profits back into the busi- ness by building greenhouses and focusing their efforts on flower growing.

Go west, young man The greenhouses and flower shop the Goldbergs eventually operated in Salt Lake City are still in Salt Lake City, run today by LeRoy’s sister Sandra Goldberg, age 92. But Skyline’s flower growing operations revitalized itself in Southern California Left, LeRoy Goldberg, founder, with son in the mid-1950s when LeRoy, after Tom Goldberg, vice president. LeRoy once mustering out of the United States returned to Salt Lake City to visit the family Army, returned to the family busi- flower shop and found his mother Gertie, Joe Goldberg, left, and Tom, with a shipment of flowers then in her 90s, planting dish gardens. heading to the Original Los Angeles Flower Market. ness. He had served in both World War II and the Korean

4 Family’s skyline Flowers California Flower Growing By Peggi Ridgway

War and, starting a new civilian life, decided to call the Oxnard area home. On expanded substantially. ten acres of rich farmland purchased by the Goldberg family, LeRoy constructed a small shed and a greenhouse and named his new business Skyline Flowers. measured growth, visionary management Now in its fourth generation of Goldberg family management, Skyline With each land purchase, more flowers were introduced. Twenty-five ad- Flower Growers is a grower, shipper and wholesaler with more than 200 ditional acres were purchased in the 1970s. In the 1980s, with the addition acres, including more than three million square feet of greenhouses and of 150 acres, the company began growing gypsophilia, statice and larkspur shade houses in Oxnard, Camarillo, Arroyo Grande and Nipomo, and a grow- (and began shipping all over the United States); and in the 1990s, after buy- ing operation in Guadalupe, west of Nipomo. ing a nursery in Nipomo, dahlias, lilies, snapdragons and ranunculas joined “We have chosen these locations,” says company management at their the repertoire of products. Other than bulb crops from Holland and Chile, all website, “for their cool coastal breezes and moderate temperatures which of Skyline’s flowers are grown from seed. provide some of the best flower growing conditions in America.” Like many California flower growers, Skyline takes advantage of the Wholesale distribution facilities are located in Seattle and Spokane, state’s various micro-climates. “When it’s too warm (hot) here in Oxnard,” Washington. says Tom, “we grow in Nipomo.” The Goldbergs tend to use tunnels and heated greenhouses more today, The family is the business with natural gas heating the greenhouses in Nipomo. Tunnels dominate the LeRoy’s sons Tom and Joe provide leadership and management as LeRoy facility at Oxnard where one heated greenhouse is devoted to propagation: enjoys a partial retirement. Tom joined the team in 1978 and Joe in 1983 and seedlings and baby plants such as delphinium, snapdragons and gerberas. today they are partners in the company. Joe Goldberg serves as the President Drip irrigation (“not the big irrigation equipment”) and micro-sprinklers and Tom is Vice President. Their sister Susan Robertson is Sales Manager. help save and manage water. Fertilizing is only used where plants need it. Other family members round out the company leadership: Joe’s son Nutrients are monitored “to make sure we’re not under- or over-fertilizing.” Patrick runs the Spokane distribution center while his other son, Gerald, Pesticides are used as little as possible. Flowers are harvested, cooled while runs the Seattle facility. Tom’s daughter, Johanna Reyes, works in the Sky- fresh, then packed and returned to refrigeration, preserving as much of their line Flowers sales department in Oxnard, while son, Daniel, works in the freshness and originality as possible. insurance business. Skyline Flowers trucks its products to the Los Angeles flower markets Reminiscing, Tom says that after building greenhouses at Oxnard (for several times each week, including to the Original Los Angeles Flower Mar- carnations, daisies, stock and sweet William), his father first sold to local ket where several vendors resell these fresh, California-grown beauties that wholesalers and to the family flower store in Salt Lake City. They also sold at end up being enjoyed across the Southland. But ’ll find them everywhere area farmers’ markets, a tradition they maintain today. But with the addition across the country, demonstrating the long-lasting impact of Gertie Gold- of several land purchases, their flower-growing and marketing capability berg’s love of flower growing.

5 People & Places

Michelle Castellano Keeler Earns AAF AIFD PFCI, called all the contestants “a bunch of magicians” for their creativity and ability to produce totally different yet equally outstanding designs. The Sylvia Cup competition was sponsored by Smithers- Oasis and California Cut Flower Commission and its members, who supplied fresh product.

SAF Welcomes New Leadership The Society of American Florists welcomed several Michelle Castellano Keeler is second from right. new officers, board and council members recently. Among the Californians, Wilja Happe of Farmers’ West At the SAF Fall 2012 convention, the American Flowers & Bouquets, Inc. in Carpinteria has joined the Academy of Floriculture named ten deserving SAF Growers Council; and Bob Otsuka, Manager of industry members to its ranks in recognition of their the San Francisco Flower Mart now serves on the SAF deep dedication to volunteer service in their local Wholesalers Council. Continuing are Lane DeVries of communities and the floral industry. The “AAF” The Sun Valley Group in Arcata (director and Growers designation is revered throughout the floral industry. Council), John Donati of Ocean View Flowers in The 2012 AAF inductees include ten individuals Lompoc (Growers Council); Patrick Dahlson of Mayesh from across the United States, including California’s Wholesale Florist in Los Angeles (Wholesalers Council); Michelle Castellano Keeler, corporate vice president Mike Franzoia of California Flower Shippers, Inc. in of Mellano & Company, Oceanside. Michelle has Mountain View; and Hank Maarse of Jacob Maarse been active on several SAF committees and Growers Florist in Pasadena (Retailers Council). Council as a vocal legislative activist at home and in Washington. She also holds a leadership position with Safeway’s Traci Adams Honored by PMA San Diego Farm Bureau and is active with California Traci Adams, vice president and general manager Cut Flower Commission. for Safeway corporate floral in Pleasanton, Pat Dahlson is WF&FSA President was named 2012 Floral Wholesale Florist & Florist Supplier Association mem- Marketer of the Year at bers have elected Pat Dahlson, CEO of Mayesh Wholesale the Produce Marketing Florist, Inc., Los Angeles, as their new president. Dahlson Association’s 2012 Fresh shared his vision and philosophy: “We have to earn our Summit International place in the hearts, minds and wallets of our potential Convention in Ana- customer. We must bring the passion every day.” heim. Colleagues who Dr. Terrill Nell, last year’s winner, with Traci Adams, PMA’s 2012 nominated Adams Floral Marketer of the Year. Petrovsky Wins Sylvia Cup commended her for Vincent Petrovsky AAF AIFD, owner of a West Palm her love of being part of other people’s success and for Beach florist shop, won the coveted Sylvia Cup in the na- sharing credit for achievements with the team. tion’s longest-running live floral design competition, at SAF’s 128th annual convention in September. The Highest Industry Honors go to 3 Visionaries announcement at the Stars of the Industry Awards Herman Meinders, Walter Preston and Tom Butler Dinner brought an enthusiastic “Wahoo!”. Runner-up AAF were introduced with cheers and standing ovations was Brita Edlbauer AIFD of Orlando, FL, followed by as the newest members of the Society of American Brenda Veasman AIFD of Nebraska. Vince Butera AAF Florists’ Floriculture Hall of Fame in September 2012. AIFD PFCI, a commentator along with Lisa Weddel The presentation was the crowning moment of the

THE BLOOMIN’ NEWS 6 WINTER/JANUARY 2013 People & Places

SAF convention, as induction is the greatest honor in her November 2012 visit. the floral industry. Recognized for their significant, Changing planes in Arizona on a 2010 trip to visit permanent contributions to the advancement of her daughter and infant grandson in Louisiana, Maxine floriculture were: made friends with U.S. soldiers standing in a check-in • Herman Meinders, who launched American Floral line. Later, after Maxine had experienced a difficult Services (AFS), which became international and revolving door that miraculously stopped moving just merged with Teleflora in 2000. for her, “Mark,” the soldier in charge, assisted her at the • Walter Preston, who worked to eliminate viruses baggage carousel. in gladiolus and became a vocal leader in creating Maxine was deeply touched by Mark’s kindness, a national industry marketing program. He was who with his group, was on his way to Iraq. She saw co-chair of Floraboard, the industry’s first attempt him as someone’s son, someone’s loved one. Later, to legislate the collection of marketing funds, she dreamed that he appeared on her doorstep with building the foundation for future programs. red, white and blue flowers wrapped in American Flag • Teleflora chairmanTom Butler, who served FTD for paper. That dream provided a vision. thirteen years, then Syndicate Sales and American As a way to say Thanks to America’s soldiers for Floral Services, of which he became president. their dedication and sacrifice, she commissioned the Butler has visited nearly 125 florists annually for printing of “U.S. Soldier Florist Wrap” in two designs the past 25 years in order to understand their on organza, both displaying the American flag. She’s concerns. He has also lobbied actively on behalf of now launching the product; and donating a portion florists at the local, state and national levels. of the proceeds to the U.S. Soldier Compassion Trust, through which she hopes to provide laptops to soldiers Paul Ecke Jr. Awardee Announced by SAF stationed overseas. Internationally known florist and event designer Ian Prosser AAF AIFD PFCI, owner of Botanica International Design and Décor Studio, received the SAF Paul Ecke Jr. Award from the Society of American Florists at its 2012 convention in September. The coveted honor HonorHonor OurOur SoldiersSoldiers recognizes “exemplary dedication to business, industry American Flag Organza Florist Wrap and community – ideals which Paul Ecke stood for,” Launch Special said Charles Kremp III AAF. Kremp lauded Prosser’s reputation as a businessperson, skilled floral designer $ Roll and charismatic industry ambassador, trendsetter and 30 (25 yds) role model. 2 Designs: Soldier’s Kindness Leads to American Flag or Florist Wrap and Charity Foundation American Soldier Hope and Glory Sometimes the stories behind the products we use can help promote the product to the ultimate consumer. Perfect for gifts, gravesites and funeral flowers Portion of proceeds go to US Soldiers Charity Trust Such is the case with U.S. Soldier Florist Wrap. Maxine McKay, a single New Zealander, had been www.ussoldierfloristwrap.com Email: [email protected] diagnosed with Schleroderma some years ago. The disease crippled her fingers and sapped her strength, H HH yet she regularly visits the States and accepts the painful H H H H H H H H challenges of travel. Some of our Original Los Angeles H H H Flower Market vendors and florists may know her from

THE BLOOMIN’ NEWS 7 WINTER/JANUARY 2013 Grab Them in Five Seconds or Less By Katie Hendrick, Society of American Florists In the Market First impressions are paramount says Walter Dailey in a Fox Business article. Five seconds is the maximum amount of time you Bloom and Grow have to make one that resonates. Sound daunting? Follow Dailey’s A plethora of ideas to make your tips for mastering brevity and impact in your marketing: shop the most popular one in town: Outdoor signage: • Provide free flowers for local realtors’ open house • Limit text to one line (ideally, four words or less). events, with your business cards and coupons • Use a large, rounded or block typeface. displayed. • Use a big, simple photo that conveys your message • Offer “bogo” – a “buy one, get one” promotion. Entice (Hint: See SAF’s new marketing materials.) customers to “get one for yourself to brighten your day.” Direct mail marketing: • Merchandise your products with gift sets, especially for • Stick an eye-catching coupon (50 percent off a dozen roses; Valentine’s Day. Wine and roses, chocolate and roses, a buy two, get one free) on the outside of the mailer. bookstore gift card with flowers – combos are appealing • Create a piece that defies the traditional 4-3/4 x 11-inch to consumers. dimensions. • Sponsor a floral photo contest which requires that each • Use a paper with a heavy weight or premium texture. photo include the recipient of the floral arrangement. Email marketing: This can be a special promotion for Grandparents Day, • Hone your subject line: Personalize it with the recip- Mother’s Day, etc. ient’s name; imply urgency (“Only 24 hours to go!”), or • Offer discounts (with deadlines) through coupon sites look to news story headlines for inspiration. like Groupon.com and LivingSocial.com and coupons • Resist using too many images, which take too long to on your counter. load and destroy your five-second window.

Rene van Rems AIFD offered a “Thanksgiving Centerpiece Class” last fall with a fun twist to designing. This lively hands-on class gave designers a chance to experiment Roundabout with incorporating berries, nuts, leaves and flowers in a Congrats to Casey Schwartz who continues to appear on hurricane glass harvest bounty centerpiece for an elongated Public Television’s “Creative or round table. Living with Sheryl Borden.” This year’s techniques include Congratulations to Debbie Fields, whose Floral Fields working with pomanders, studio in Burbank, was voted 2012 Best Florist and 2012 tropicals and winter white Best Wedding Flowers in Los Angeles. More than 6,000 elegance. businesses competed for the titles.

Tom Simmons AIFD, of Three Bunch Palms Productions in Bloomin’ News readers who are active in floral industry Palm Springs, is gearing up for the 2013 AIFD Symposium events will recognize the name of Jerome Raska AIFD slated for Las Vegas, June 28-July 2, 2013. As Symposium PFCI AAF CF of Blumz by JRDesigns. Raska took home a Coordinator, Tom says we can look forward to design $500 gift certificate as the runner-up in Mayesh Wholesale programs by Gerry Toh, Katharina Stuart, Svenja Brotz, Florist’s “Design Star” competition recently. He backs up Joyce Mason-Monheim, Tomas De Bryne (from Belgium) first place winner Jodi Duncan AIFD, the spokesperson and Araik Galstyan (Russia). and star of Mayesh’s 2013 floral design video series.

8 BLEED TRIM

www.mellano.com 

Roses, Tulips, Alstroemeria, Gladiolus, Iris, Liatris, Lilies, Tulips, Pom Pon Chrysanthemum, Waxflowers and a Stunning Variety of the World’s Best from Around the Globe for Delivery to your Event or Shop in Any Location.

-"47&("4 -04"/(&-&4'-08&3."3,&5 $"3-4#"% Hey! 6285 S. Valley View, Suite B 766 Wall Street 5600 Avenida Encinas #20 Los Angeles, CA 90014 Carlsbad, CA 92008 1-&"4&$"--0348*/(#:"/: Las Vegas, NV 89118 Phone: 702-893-1357 Toll Free 888-MELLANO Phone: 760-929-9677 0'0634)08300.43&"-400/ Fax: 702-792-9911 Phone: 213-622-0796 Fax: 760-929-2871 888.&--"/0$0. Fax: 213-622-4942

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Ad Number: Bloom’n News | Full page w/ bleed 4 color (8.75 x 11.25) Issue Date: December 2011 Version: M&C_January(ValentineRoses)PRINTV2.ai

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

Agency: Tractor Design Co Contact: Matt Warner (503.502.5168) Potpourri

California Deceptive Marketing VaseOff! competing designers from the East Coast. Visit Practices Bill is Now Law Aboutflowersblog.com for the winning entry. The persistence and patience of the California floral community finally paid off in September 2012 when SB Endowment Feeling Like a Million Bucks 1581 (Wieckowski) was signed by Governor Jerry Brown. The bill addresses the geographic misrepresentation unique to the floral industry where floral order gatherers, often based in other states, market themselves as “local” florists by using city names and local phone numbers. Unsuspecting customers believe they are calling local florists and the florist who fills the order earns extremely low, if any, profits. This additional middle man, the order gatherer, increases costs, reduces consumer value and decreases tax revenue for the local jurisdiction.

Compliance with the law requires florists using a local From left: AFE Chairman-Elect Paul Bachman of Bachman’s, Inc., Teleflora name and number to include their principal place of President Jeff Bennett, Teleflora Executive Vice President Jack Howard and AFE and Teleflora Chairman Tom Butler. business in their advertisement or listing. One special presentation added a special touch to SAF Launches New VaseOff! Challenge the American Floral Endowment’s annual fundraising To capture the old-fashioned spirit of the Christmas dinner at SAF’s Annual Convention in September 2012. season by creating a centerpiece inspired by the elegance Teleflora and AFE Chairman Tom Butler, along with of the Victorian Era: This was the challenge posed to four Teleflora President Jeff Bennett and Executive Vice President Jack Howard presented AFE and incoming Sell Your Shop Faster and for the Highest Price! AFE Chairman Paul Bachman with a $1,000,000 check on behalf of Teleflora and owners Stewart and Lynda Resnick. The donation is the largest in AFE history and establishes the Teleflora Fund, an unrestricted fund enabling AFE to increase annual funding for special projects and research.

Endowment Introduces Social Media Guide The American Floral Endowment introduces a comprehensive guide to current social media resources and techniques applicable to today’s floral industry businesses. The interactive file

Available: Established flower shops with great retail locations, is clickable to house accounts, long-time customers and exciting potential. chapters which Buy or Sell With Confidence offer download- Sean Edelstein 949-551-2060 able PDFs and www.4saleflowershops.com links to additional Orange, Riverside, San Bernardino & Los Angeles Counties social media and

An Independently Owned i n f o r m a t i o n a l and Operated Member of The videos. Covered topics include search engine Prudential Real Estate Affiliates, Inc. optimization for articles, time and cost considerations

THE BLOOMIN’ NEWS 10 WINTER/JANUARY 2013 Potpourri for businesses and information specifically about the through consolidating members’ freight. Development various social media sites (Facebook, Twitter, etc.). See work is funded in part by USDA Rural Development’s Endowment.org for details. Rural Business Enterprise Grant. For more details, contact Luis Sierra at [email protected] or Anthony Vollering at In California, Valentine’s Day is Sweet [email protected]. About 80 percent of the estimated 110 million roses sold nationwide Scholarship Deadline Nears for Valentine’s Day The American Floral Endowment will accept are shipped from applications for the Paul Ecke Jr. Scholarship up until California growers. February 1, 2013. Graduate students with the skills and Various colors passion to become the next great floriculture researcher (pink, red, yellow, or educator should visit Endowment.org or call 703 838- peach, white) 5211 for details. are on the rise, but red is still the Preston Bailey Launches Design Courses color of choice. Remember to spread the word about International event and wedding designer Preston your Valentine’s Specials through Facebook, a highly Bailey has launched his first ever floral design courses. effective medium. Providing Continuing Education Units (CEUs), the courses accept students internationally at multiple CCFC Updates Farmer Profiles education websites and with selected instructors. Over the past several months, Anna Kalins of California Visit Theweddingplanninginstitute.com for a list of Cut Flower Commission, has worked diligently with participating schools. Continued next page California farms of every size to improve their presence and profile on the website, CCFC.org. “The CCFC’s website is the front door to people looking for locally GIVE A PRICELESS GIFT grown flowers,” explains CCFC’s Ambassador and chief 150 Years of our Floral History executive officer Kasey Cronquist. “After our website Hardbound with dust cover, more than 300 redesign a couple of years ago, we recognized that our pictures, timeline and flower family memories website was being continually accessed by consumers and buyers alike wanting more information about America’s flowers.” Many California farm profiles now Only include their logos, flower availability and photos, and Sweepstakes winner “Birds and Bees” the site features rotating flower farm pictures on its was designed by Charles Marder and modeled by Susan Fekety. home page. Check it out: CCFC.org. $ Flower Farmer Co-op Grows 35 The new California Flower Growers Cooperative met (includes shipping) recently in Ventura and accepted new applications, raising its membership to eight California flower farms. The Co-op is working with the California Center for Cooperative Development and the Morrison Group to Pay by check to : develop a focus and business plan. Ray Bowman of the American Florists’ Exchange Book, c/o Mellano, Ventura County Economic Development Center is also 766 Wall Street, Los Angeles, CA 90014 working with the CFGC to model ways in which it might Also available at Original Los Angeles Flower Market main entrance. drive efficiencies and quality controls and lower costs

THE BLOOMIN’ NEWS 11 WINTER/JANUARY 2013 Potpourri

Cal Poly Students’ Float Shines at Rose Parade “In Lieu of Flowers” Suggested Verbiage The Society of American Florists reported recently that Clay Atchison III, a Texas florist, hands a small card to funeral directors. About the size of a business card, the card offers various ways to say “In Lieu of Flowers,” including: “Flowers are welcome; contributions may be sent to …”

AFE Funds Industry Research The American Floral Endowment is funding $182,000 in scientific research projects at a number of universities for the 2012-2013 year. Projects can last from one to three For the second year in a row, there were two floats in the years and currently include breeding and genetics, insect Tournament of Roses Parade that were built entirely with management, post-production, disease management. California-grown flowers and greens. One of them was For details, see Endowment.org. the “Tuxedo Air” float designed and built by students from Cal Poly Pomona and Cal Poly San Luis Obispo. Flowers for St . Patrick’s Day Addressing the 2013 theme, “Oh, the Places You’ll Go!,” the float depicted adventurous penguins learning to fly in hope of reaching warmer and more exotic lands. Donations of flowers and fresh, California-grown pro- ducts were donated for the float by numerous California flower farms. The two schools have come together since 1949 across 240 miles to produce the only student built floral float for this event. With a wide variety of green hues available, St. Pat’s Day will be a joy to design for. Check out the green anthurium, (left) from Skyline Flowers. Spring 2012 floral design students of Ray Tucker expertly designed this arrangement (right), for St. The Flower Fields Beckon Patrick’s Day, in greens.

Gloeckner Deadline Nears April 1 is the deadline to submit grant proposals for research and educational projects in floriculture and related fields to the Fred C. Gloeckner Foundation. Details are available at Gloecknerfoundation.org.

Pinterest is Calling Pinterest is a great website to show off your floral For the first time in more than fifteen years, The Flower arrangements while enjoying thousands of photos. Fields of Carlsbad Ranch® has changed its color pattern. It lets you create your own boards (categories) into Designed by a professional colorist, the 50 acres of Giant which you “pin” the pictures you want to share with Tecolote Ranunculus flowers will cascade down the your followers and potential customers. A retail hillside in a spectacular display of colors sure to take your florist might name her boards after “floral occasions” breath away. New and returning visitors will be awestruck (Valentines, Mother’s Day, weddings, sympathy, Specials, at the new fields of color overlooking the Pacific Ocean. Coupons). Let your Facebook and Twitter followers Open March 1 to May 12, you’ll find The Flower Fields just know of your Pinterest account and your Pinterest east of the I-5 at the Palomar Road exit. following will grow. Just visit Pinterest.com to get started.

THE BLOOMIN’ NEWS 12 WINTER/JANUARY 2013 Benefiting Children’s Carousel Ball Diabetes, a Floral event

Jay Leno hosted the 2012 Carousel Ball, which honored George Clooney and featured entertainment by Neil Diamond and Babyface for 1,000 attendees. Fred Gibbons and his Treefrogs staff with Chris Matsumoto, exceeded all expectations for a most elaborate event with a carousel theme. They lined the entry, hallways and auction area with floral decorated carousel horses; and the red carpet for celebrities was also decorated with the carousel effect. The ballroom itself was encircled with carousel horses, and 100 round tables were centered with low centerpieces of pink roses from Ecuador, lavender orchids from Hawaii and dahlias grown in Southern California. Rose petals covered the rose design table cloths. A 24-foot-long head table displayed a centerpiece of roses, orchids and dahlias with porcelain carousel horses prancing down the middle. All the tables were pin-spotted to accent each one. This is the twenty-sixth time that designer Fred Gibbons has decorated for this event held every two years.

Business Design since 1989 2013 CLASS SCHEDULE Instruction Hours: Monday – Friday, 9 a.m. – 5 p.m. Floral Designer Jan. 7 – 18, Feb. 25 – March 8 April 8 – 19, June 3 – 14, July 8 – 19 DESIGNED TO Sept. 9 – 20, Oct. 28 – Nov. 8 Advanced Floral Designer Jan. 21 – 23, March 11 – 13 June 17 – 19, July 22 – 24 Phil Rulloda’s Sept. 23 – 25, Nov. 12 – 14 Basic & Advanced Advanced Wedding Designer BLOOM Jan. 28 – 29, March 25 – 26 June 24 – 25, Sept. 30 – Oct. 1 The Right Solution For Floral Design Special Events/Décor Designer Jan. 30 – Feb. 1, March 27 – 29 All Your Media Needs Exotics, European & Parallel, June 26 – 28, Oct. 2 – 4 Ikebana, Bridal & Party, Design for Excellence – AIFD Primer Shop Ops, Pricing for Profit May 17 – 18 One Day Workshops Hand-Tied – April 29, Oct. 21 Novelty – April 30, Oct. 22 Wordpix Solutions Holiday – December 7 Contact Peggi Ridgway Southern California School of Floral Design 800.200.1101 / [email protected] 843 S. State College Boulevard, Anaheim, CA 92806 714 776-7445 or 800 981-7445 • www.philrulloda.com ProDucer of The Bloomin’ news

THE BLOOMIN’ NEWS 13 WINTER/JANUARY 2013 CSFA’s “CALIF FLORA 2012” A Fun Learning Event

14 “Legends” a Huge Success for CSFA

he California State Floral Association’s “Calif niques and products for extraordinary designs. Flora 2012 – Legends” event in October, held at The 2012 Top Ten Winner was Ivana Royse CCF CFD, T the Southern California Flower Market, drew many Ivana’s Floral Designs. Taking second was Erin Johnson florists, designers and students from throughout the state. of Fred’s Flowers, sponsored by Master Florists Associa- CSFA president Richard Gourd kicked off the conven- tion. In third place was Sidney Heffner of Jasmine Creek tion as more than 200 spectators cheered the Top Ten Florist. The competition was sponsored by the California and Student design competitors. Saturday’s classes were Cut Flower Commission. Lee Burcher AIFD CCF CFD PFCI led by Anthony Alvarez AIFD CCF EMC, Debbie Alva- of Floral Design Concepts commentated the event. Ivana rez AIFD CCF, Steven Brown AIFD CCF CFD, Wilton Lee Royse, who also won People’s Choice, will represent CSFA CCF, Reina Sumabat AIFD CFD and Rene van Rems AIFD in the Society of American Florists’ Sylvia Cup this year. CCF CFD PFCI. The California Certified Florist (CCF) Winning the Student competition was Darlene Camp- exam was also held on Saturday. bell from Mission College, followed by Desiree Davis of On Sunday, President Richard Gourd honored Cal Poly San Luis Obispo and Russ Mancillas of Mission Mayesh Wholesale Flowers for its substantial contribu- College. Darlene also took the People’s Choice award. tions and sponsorship and thanked Southern California This competition was commentated by Lee Burcher and Flower Market for its hosting the event. Tony and Deb- sponsored by NORCAL. bie Alvarez were honored for their meritorious service, A trade show, a New Varieties floral competition (won leadership and many contributions to the floral industry. by Green Valley Floral’s Helios Romantica/Garden Rose/ Executive director Ann Quinn was recognized for her Meilland), a silent auction and florals arranged by CSFA’s extraordinary service. Phil Rulloda AIFD AAF PFCI shared dedicated volunteer design crew mingled with the camara- his philosophy of floral design as he demonstrated tech- derie of friends to make the 2012 event a huge winner.

15 What’s Happening Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more. Our calendar events are good for marketing focus as well as attending and learning. Check ‘em out! January March 1 New Year’s Day 1 Opening of the Flower Fields, I-5 at Carlsbad’s Palomar exit. Catch the color and excitement with weekend enter- Tournament of Roses Parade and related events, tainment, wagon rides and lots of ranunculus. Pasadena. Details: tournamentofroses.com. 15–18 The Special Event conference, McCormick Place, 7–14 California Arbor Week Chicago, IL. See Thespecialeventshow.com. 8 International Women’s Day – the perfect time to send 15– “The Wild Flowers” exhibit in the Sturt Haaga Gallery at flowers. A national holiday in some countries. Mar. 31 Descanso Gardens, La Canada Flintridge, 10 a.m. to 4 p.m., 9 Camellia Walk & Talk, 11 a.m., with horticulturist Wayne Tuesday-Sunday. Free with admission. Walker, Descanso Gardens, 1418 Descanso Drive, La 19 Tour and Design Class by Flower Duet of Torrance. Take Canada Flintridge 91011. See Descansogardens.org or call the tour of Los Angeles Flower District 7-9 a.m., then visit 818 949-4200. Flower Duet in Torrance for the two-hour design class 11–12 SAF Congressional Action Days in Washington, DC. “Winter White with Tropical and Traditional Flowers.” Tour Hotel: Crystal Gateway Marriott, Arlington, VA. Call 800 only: $20; Design class only: $85; Tour and Design Combo: 336-4743 or email Laura Weaver, [email protected]. $100. Call 310 792-4968 or register at Flowerduet.com. 21 Birthday of Martin Luther King Jr. 16 California Natives walk, 11 a.m., with garden manager Inauguration Day Rachel Young, Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge 91011. See Descansogardens.org or 22–29 CMC Gift & Home Show, California Market Center. Call call 818 949-4200. 800 225-6278 or see Californiamarketcenter.com. 17 St. Patrick’s Day 23–28 L.A. Mart Gift & Home Show, LA MART. Call 800 526-2784 or see Lamart.com. 18–23 American Chocolate Week 25–28 California Gift Show. Call 678 285-3976 or see 20 First day of Spring Californiagiftshow.com. 23 Tour and Design Class by Flower Duet of Torrance. Take amily’s kyline lowers the tour of Los Angeles Flower District 7-9 a.m., then visit F s F February Flower Duet in Torrance for the two-hour design class 1 National Freedom Day “Large Scale Floral Design.” Tour only: $20; Design class 2 Groundhog Day only: $85; Tour and Design Combo: $100. Call 310 792-4968 or register at Flowerduet.com. 3 Super Bowl XLVII 23–24 Cherry Blossom Festival, 10 a.m.-4 p.m., various activi- 9–10 Camellia Festival at Descanso Gardens, La Canada ties, Descanso Gardens, 1418 Descanso Drive, La Canada Flintridge. Join camellia walks and curator lecture. More Flintridge 91011. See Descansogardens.org or call 818 details: Descansogardens.org or call 818 949-7980. 949-4200. 10 Chinese New Year 24 Palm Sunday 12 Mardi Gras begins in New Orleans 25– Passover 13 Ash Wednesday Apr. 2 14 Valentine’s Day 31 Easter 15–24 Riverside County Fair & National Date Festival, Indio 18 Presidents’ Day Save the Dates April 6-8, California Spring Trials tours for growers, flori- 21–23 SAF’s Pest & Production Management Conference, culture professionals, academics. Call 631 727-3595. Westin San Francisco Airport. Call 800 336-4743 or email [email protected]. April 7-8, Wedding Sell-o-Bration (Sunday) and Wedding Boot Camp Hands-on Workshop (Monday), by South 23 Tour and Design Class by Flower Duet of Torrance. Take Central Region of AIFD in St. Louis, MO. Email Frankie@ the tour of Los Angeles Flower District 7-9 a.m., then visit festiveatmospheres.com. Flower Duet in Torrance for the two-hour design class “Wedding Workshop.” Tour only: $20; Design class only: June 28-July 2, AIFD’s National Symposium “Passion,” $85; Tour and Design Combo: $100. Call 310 792-4968 or Paris Hotel and Casino in Las Vegas, NV. register at Flowerduet.com. July 17-20, Fun ‘n Sun Weekend 2013, Fess Parker’s 24 The 85th annual Academy Awards, Dolby Theatre in Doubletree Resort, Santa Barbara. Sponsored by California Hollywood. Association of Flower Growers & Shippers. Call 970 223- 25–27 California Cut Flower Commission’s 2013 “Fly-in” to 5896 or see Cafgs.org. Washington, DC, an opportunity for CCFC farmers to September 18-21, SAF Annual Convention, Phoenix, AZ. re-establish priorities with congressional members. Email: [email protected]. October 12-13, CSFA “Calif Flora 2013.” Location TBA.

THE BLOOMIN’ NEWS 16 WINTER/JANUARY 2013 L.A. Flower District Association /Badge Program 2013 Membership Information • www.laflowerdistrict.com

Who can become a member? Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to vendors who hold valid, proper and legal resale certificates. What are the program’s benefits? Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform record keeping system of resale numbers. What are the fees to register? Membership Fees are $30 for a 1 year membership (Year 2013) or $50 for a 2 year membership (Years 2013 & 2014). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each. 2013 membership badges will expire on January 1, 2014 and fees will not be prorated later in the calendar year. What if i forget my badge? A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District Association / Badge Program who forget their identification. What are the market hours? Trade/Wholesale Only Hours are: The Monday and Wednesday 2:00 a.m. to 8:00 a.m. Tuesday 5:00 a.m. to 6:00 a.m. GoldberG Thursday 5:00 a.m. to 12:00 p.m. Friday 2:00 a.m. to 3:00 p.m. Saturday 5:00 a.m. to 3:00 p.m. Non Trade/Public Hours are: Monday and Wednesday 8:00 a.m. to 12:00 p.m. ($2 admission) Tuesday 6:00 a.m. to 11:00 a.m. ($2 admission) Thursday 6:00 a.m. to 12:00 p.m. ($2 admission) Friday 8:00 a.m. to 3:00 p.m. ($2 admission) Saturday 6:00 a.m. to 3:00 p.m. ($1 admission) how does this program affect the parking situation? There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking. how carefully will this program be monitored? There are approximately 10 security monitors checking for membership badges at the various entrances to the markets. To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your 2013 badges. Although we realize the program is not by any means foolproof, please remember that this is a program subject to all the positives and negatives of building a foundation from the ground up. how do i become a member of the badge Program? Fill out the Membership Application form and resale card completely and submit both items along with member- ship fees to LAFDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed before picking up your badges.

Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles Flower Market (Monday, Wednesday, or Friday, from 2:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office. Thank you for your continued support! L.A. Flower District Association /Badge Program 2013 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2013)

1. Business Owner’s Name: (Print Clearly)______

2. Home Address:______

City______State ______Zip______

3. Home Telephone ______

4. Business Name______

5. Business Address ______

City______State ______Zip______

6. Business Telephone ______Fax #______

7. E-Mail Address ______

8. Type of Business: o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): ______

9. Resale Certificate Number from California State Board of Equalization:

______Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that your Resale Number as Invalid or Closed.

10. Signature of Applicant ______

11. Names of individuals as you want them to appear on your badges (optional):

Badge 1. ______Badge 4. _($3.00______extra)

Badge 2. ______Badge 5. _($3.00______extra)

Badge 3. _($3.00______extra) Badge 6._ ($3.00______extra)

_Please check o membership period: o $30.00 - 1 Year Membership (Year 2013 only) o $50.00 - 2 Year Membership (Year 2013 and 2014)

_Fee Amount Enclosed: $______Date: ______o Check o Money Order o Cash

Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate, (2) completed application and resale card, (3) payment.

Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014 Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.

Important notice from the State Board of Equalization concerning purchases “for resale.” Misuse of Resale Certificates One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. The permit is NOT a “Buyer’s” license to purchase property at wholesale for personal or business use, to decorate one’s home. Such misuse of a resale certificate for the purpose of evading payment of the sales or use tax or for personal gain constitutes a violation of the law. Those persons who are found to have made illegal use of their permits may be subject to one or more of the following penalties: 1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense. 2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse. 3. A 25% penalty for fraud­­­, or intent to evade the tax, on all unreported tax liability. 4. Revocation of the seller’s permit. BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization Flowers can’t thrive under these conditions. Neither can florists.

Florists lose $500 million every year to drop-shippers. %DQJHGEDWWHUHGGHVWUR\HG²WKDQNVWRGURSVKLSSLQJ7KDW·VZKDW·V KDSSHQLQJWRPLOOLRQRI\RXUSURILWVHYHU\\HDU%XW7HOHÁRUDLV GHWHUPLQHGWR6DYHWKH)ORULVWV+RZ"%\JXDUDQWHHLQJWKDWRI RXURUGHUVDUHKDQGDUUDQJHGDQGKDQGGHOLYHUHGE\LQGHSHQGHQW ÁRULVWVOLNH\RX9LVLWVDYHWKHÁRULVWVFRP

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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

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