PDF - The Los Angeles Flower Market

A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd. | Fall/Holiday 2014 • Volume 23 - Number 4
Limited Only By Your Imagination
Chris Matsumoto: Imaginator Extraordinaire
Story begins on page 4
Chris Matsumoto, CJ Matsumoto
& Sons Flowers in Los Angeles
By Design: Framing the Perfect Flower with Lush Greenery
See Page 13
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Contents
Cover Story: Limited Only By
Your Imagination — Chris Matsumoto:
Imaginator Extraordinaire
This newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by The Los Angeles Flower Market of The American Florists’ Exchange,
Ltd. Location: 754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Subscription and advertising details at BloominNews.com.
Publisher
Original Los Angeles Flower Market
of the American Florists’ Exchange
People and Places
www.originalLAflowermarket.com
Look for us on Facebook!
Potpourri
Special Holiday Hours, maps, tenants, seasonal flowers
and more available at www.originalLAflowermarket.com
By Design:
For The Love Of Greenery
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
Board of Directors
Happenings/Calendar
13
14
15
16
17
Feature Story:
Rose Parade Excitement Grows
18
Roundabout
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Christine Duke, Lizbeth A. Ecke, Jim Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Feature Story: The Wall
Editorial and Advertising
Los Angeles Flower Market Map
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone: 800 200-1101
Email: [email protected] • www.bloominnews.com
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
4
6
10
MORE THAN 90 YEARS’ OF SERVICE
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Index to Advertisers
The Original
Los Angeles Flower Market
BottomLine Brokers, Sean Edelstein . . . . . . . . . . . . . Page 11
Calif Flora / CSFA . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20
Floral Supply Syndicate . . . . . . . . . . . . . . . . . . . . .Page 7, 11
GM Floral Co . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 14
Mayesh Wholesale Florist . . . . . . . . . . . . . . . . . . . . . . Page 6
Mellano & Company. . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Original Los Angeles Flower Market . . . . . . . . . . . . . . Page 3
Original Los Angeles Flower Market History Book . . . Page 8
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
TK Ribbons and More . . . . . . . . . . . . . . . . . . . . . . . . Page 12
UFN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 2
Wordpix/My Floral Notecards . . . . . . . . . . . . . . . . . Page 10
THE BLOOMIN’ NEWS
www.OriginalLAFlowerMarket.com
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
754 Wall Street, Los Angeles
LAFlowerDistrict.com
3
FALL 2014
At left, Chris and Debra are a dynamic, creative team at the Matsumoto floral studio.
Above, Chris among some of his imaginative decorations, flowers and greens.
CHRIS MATSUMOTO: IMAGINATOR EXTRAORDINAIRE
If it can be imagined, it can be done. That’s an amazingly empowering philosophy for a florist with a 500 square foot space. But
it’s that strong belief – that anything the customer requests can be
achieved -- that has led Chris Matsumoto from that small flower
shop of 30 years ago to the 13,000 square foot work space, where
he now designs for events of all sizes from coast to coast.
“We don’t ask ‘can we do it?’, but ‘HOW will we do it,’”
says Chris, owner with his wife Debra of CJ Matsumoto and Sons
Flowers in Los Angeles. Daily trips to the Original Los Angeles
Flower Market help the couple strategize the floral aspects for upcoming projects; but it’s the props that create the real challenge
– the HOW and the WOW of making a major event a spectacular
visual and a one-of-a-kind happening.
Now working from a super-organized warehouse with shelves
ascending nearly to the ceiling, the highly organized and creative
Chris Matsumoto is in his own kind of toyland. His workspace is
filled with colorful props that would make Disneyland look like
a child’s toybox; and he and his staff created many of the props
themselves.
A while back, a client asked for enormous purple flowers.
While Chris believes the volume and selection of props and acces-
BY
PEGGI RIDGWAY
sories at the downtown Flower Markets is probably not matched
in any other city, the big purple flowers eluded him. So he and his
team got to work and made the flowers themselves, and the client
loved them.
And that’s how it goes. Anything that can’t be sourced is
handmade to the customer’s specs. Like oversized jungle animals.
Like a seven-feet-in-circumference sphere. The Styrofoam, armatures and papier-mache come in real handy. “You imagine it.
And then you do it,” Chris says. “You are only limited by your
imagination.”
Yet “these fabulous props,” says Debra, “are a derivative of
the creative process.”
CJ Matsumoto and Sons Flowers has evolved into a valuable
floral design source for customers large and small. The Matsumoto
sons have moved on to other fields, but the reference remains, as
Chris and Debra run the family business. As a country club catering director, Debra hired Chris as her florist 23 years ago. Her career progressed to managing a boutique hotel and, with each step,
Chris continued as her event florist. The couple married in 2002
and Debra, now retired from the hospitality industry, has delved
wholeheartedly into the business.
Photo: Gladiola vendor at the Market: Bert Johnson, left, and
his uncle Harold Pearson, right. Circa 1950. From “The Gladiolus
Story” film.
Chris Matsumoto Chats About the Flower Market
4
The Market has changed over the years: In years past,
tenants specialized more. A couple vendors sold only glad-
Above, the design team at CJ Matsumoto and Sons Flowers.
At right, a finished orchid arrangement.
Chris Matsumoto’s creativity and can-do spirit are well known
in Hollywood, Atlanta and New York, where he is frequently
called upon to design the floral arrangements and floral décor for
celebrity events, movie premieres and award shows. His professional knowledge of flowers and floral accoutrements combined
with creative, idea-inspired designs make him the florist of choice
for weddings, bar and bat mitzvahs, standing residential and corporate orders.
One characteristic that defines this continuing floral business
is the relationship Chris enjoys with each customer. A personable, easy-to-work-with individual, his ability to visualize his
customer’s ideas and to enhance that image with his own creativity and knowledge of floral products, is a key to his lasting
business relationships.
Most customers and colleagues are unaware that he earned
a law degree from Southwestern University School of Law, Los
Angeles. Or that he started and worked closely with celebrity
designer Fred Gibbons for many years, and that Gibbons and he
continue to collaborate.
Floral design training? Chris’s informal training was achieved
with his uncanny ability to study and mentally dissect great floral
arrangements, identifying the products, fillers and containers, textures, colors, shapes and design techniques. Throughout his travels
and exposure to great art and design, he may have had the best of
all training for his award-winning work.
Chris is also an astute business manager. He is organized and
manages time and the various functions of his operation well. His
creativity follows in that vein, helping to ensure that the works he
and his staff come up with are, as he says, “organized, crisp and
done properly.”
An example of his tending to detail is the decision to coldstore products according to their specific requirements. One cooler contains tropicals and greens; another holds fresh flowers; and a
third holds finished product. The facility that houses his business
was chosen in 2007 because it is central to freeways, has a sizable
parking lot, and is close to the downtown Flower Market, making
daily Flower Market visits easy.
“We are always looking toward the future,” Chris says of his
flower shopping at the Market. “I see and I think about how I can
use a container a week or so down the line.”
He continues, “I am spoiled by the Original Los Angeles
Flower Market. It’s got products you don’t see in other cities and
it’s all in one central market. Just the volume alone is amazing.”
Chris Matsumoto has been called an “amazing florist, designer, businessman,” and Debra adds, “father and husband,” who is
adored by clients and vendors. But it is Chris’s wonderful ability to
imagine and visualize the finished designs that form the foundation
of his success.
iolas, and their spaces were filled with the beauty of gladiolas everywhere on the counters and in buckets. Today’s
tenants keep less inventory and they sell multiple flowers
and varieties. If you need a lot of gladiolas, you might have
to buy them from multiple vendors.
This business is very personal . . . You have to be able to
adapt. There’s not one genre or style. You must stay abreast
of changes and seasons. Cycles of flowers change, too; for
example, we now see peonies for longer periods of availability.
At the Flower Market, it’s about relationships. It’s like a
small community. So patronizing every vendor helps you to
know what’s fresh and what’s new, while you make those
valuable connections with your suppliers.
5
PEOPLE & PLACES
California’s Lane DeVries
is Marketer of the Year
could boost the entire U.S. floral industry.
Kudos to New CFDs from California
Four Californians were among the 143 people
who earned the professional designation of Certified
Floral Designer with the American Institute of Floral Designers during AIFD’s National Symposium in
July. Congratulations, Lynde S. DiSomma CFD
from Ukiah; Ariel C. Ermatinger CFD from San
Francisco; Annemarie Nita Robertson CFD from
Boulder Creek; and Therese Dryer Torres CFD
from Anaheim. The CFD is the first step to the rigorous Professional Floral Designer Evaluation, leading
to AIFD.
SAF Recognizes Industry Leaders
Ken Tagawa, chairman of Tagawa Inc., received
the floral industry’s greatest honor in August as he
was inducted into the Society of American Florists
Floriculture Hall of Fame. Tagawa Greenhouses,
Tagawa Gardens and Ball Tagawa Growers are some
of Mr. Tagawa’s ventures and he is known for his
innovations in automatic seeding technology and a
transplanting system, among more.
David Armellini, president/CEO of Armellini Express Lines Inc., was presented the 2014 SAF Paul Ecke
Jr Award in recognition of his industry innovations and
generosity during the Hurricane Katrina aftermath.
John Dole, Ph.D., researcher and head of Horticultural Science at North Carolina State University,
received the SAF Alex Laurie Award, in recognition
of his developing new production and post-harvest
procedures for floral crops.
The Sylvia Cup, the country’s longest running
live floral design competition, was awarded to Jacob
FSMD design director at The
McCall AAF AIFD FSMD,
Elite Flower in Miami, FL. California’s contestant
was Katherine Zhang AIFD of Millbrae.
Joyce Mason-Monheim AAF AIFD PFCI
AZMF
AZMF, an in-demand speaker and freelance floral designer whose expertise includes trends, mechanics and
business savvy, was recognized with the Tommy Bright
Award for Achievement in Floral Presentation.
Lane DeVries, center, accepts Marketer of the Year award.
Floral Management presented its coveted Marketer
of the Year award to Lane DeVries, president of
Sun Valley Group, for his successful marketing of
International Women’s Day (March 8). The $5,000
prize from Design Master Color Tool is a mere beginning to a campaign that, if marketed aggressively,
Vigliotta is New AIFD VP
Among the newly elected AIFD officers are
Californian Anthony Vigliotta AIFD CFD of
Anthos Design in Los Angeles, elected to serve as
THE BLOOMIN’ NEWS
6
FALL 2014
PEOPLE & PLACES
AIFD’s vice president. Tom Simmons AIFD CFD
of Three Bunch Palms Productions in Palm Springs
continues as treasurer. Michael Quesada AIFD CFD
of Kaleidoscope Flowers in Santa Barbara, continues as
representative for AIFD’s Southwest Chapter.
the Body Flowers category and third in Arrangement.
Maria Pettyjohn took first in Arrangement.
The students were led by SAIFD advisors Holly
Money-Collins AIFD CFD and Steven Brown
AIFD CFD. Other California students competing
represented California Polytechnic State.
CCFC Welcomes Corinne Avganim
California Cut Flower Commission recently hired
Corinne Avganim as Director of Marketing &
Communications to help advance the CCFC’s mission on behalf of its farms.
Ms. Avganim worked as
Marketing Manager for
Visit Oakland and has
held key marketing and
communications
roles
with Chrome, Ubisoft
and OutCast Communications. She developed an
appreciation for “everything floral” and dabbled
in floral design for weddings. She says she “couldn’t
be more excited to join an organization that so perfectly aligns my professional skills with my personal
passion for flowers and the buy-local movement.”
AIFD Inducts Three Californians
Our congrats to Jamie Hindley AIFD CFD, of
Passion Flowers by Jamie Hindley, Ferndale; Phan
Lai AIFD CFD of Orange; and Thorne Lam
AIFD CFD of Melody Flowers in Westminster.
These individuals, along with 144 candidates from
around the world, earned the American Institute of
Floral Designers’ highest accreditation during the
AIFD induction on July 5.
AFE Appoints New Research Coordinator
Terril A. Nell, Ph.D has been appointed by
American Floral Endowment to oversee its research
funding and counsel industry researchers. Nell is
professor emeritus in floriculture at the University
of Florida.
Californians Continue
on SAF Growers Council
The Society of American Florists recently elected
several new council members to its three major
councils (Retailers; Wholesalers; and Growers).
Congratulations to these Californians continuing
on the Growers Council: Ben Dobbe of Holland
America Flowers LLC in Arroyo Grande; Wilja
Happe of Farmers West Flowers & Bouquets in
Carpinteria; Janet Louie of Green Valley Floral in
Salinas; and Michael Mooney of Dramm & Echter
in Encinitas.
CCSF Takes Big Student Award at AIFD
Kudos to floral design students from the City
College of San Francisco, who took the Overall
School Award in the annual AIFD Student Design
Competition on July 2, during AIFD’s National
Symposium in Chicago. Hee Joo took the People’s
Choice Award and second place in Sympathy and
third place in Wedding. Fiona Li won second in the
Arrangement category. Ineke Moss earned first in
THE BLOOMIN’ NEWS
7
FALL 2014
IN MEMORIAM
Tom Butler AAF
With nearly 50 years’ experience in the floral arena,
Tom Butler’s passing from cancer on August 14, 2014,
leaves a noticeable void in our industry. Chairman
of Teleflora, Tom had also
served as CEO of American
Floral Services and was
instrumental in 2000 in the
successful merging of AFS
with Teleflora. Most recently,
as chairman of Teleflora (and
as Teleflora manager and
World President of Teleflora
International
previously),
Tom helped grow the world’s largest flowers-by-wire
company. He was considered the preeminent floral
industry authority. Personable and understanding of
retail florists’ needs, he was viewed by thousands as a
champion for the entire industry.
A past chairman of the American Floral Endowment,
he served in leadership positions on multiple local and
national boards. Tom was honored with many prestigious
awards, including SAF’s Hall of Fame Award and Paul
Ecke Jr. Award, various state floral associations’ lifetime
achievement awards. His charismatic, always-eager-toserve attitude and leadership will be greatly missed.
LeRoy Goldberg
LeRoy Goldberg,
who died on August
17, 2014, enjoyed
telling the story of
flowers grown by
his single mom,
Gertie Goldberg,
near Salt Lake City
Leroy Goldberg with son Tom
in the 1930s. That
was the start of
the Skyline Flowers business that LeRoy brought to
Oxnard, California. Today the operation is run by
third and fourth family generations and is a shipper
and wholesaler with more than 200 acres and extensive
greenhouses and distribution facilities. LeRoy
Goldberg’s vision brings Skyline flowers to customers
in Los Angeles and across the USA.
Gisele Chamberlain CCF
An inspiration to everyone, Gisele Chamberlain
passed away on July 29, 2014 at age 57, after a multiyear battle with cancer. With a fashion degree from
Brooks College in Long Beach, she designed for
major clothing labels including Disney and Pacific
Sunwear, and she also applied her artistic flair to floral
design. Gisele was very active in California State
Floral Association activities, where she was usually
the first to volunteer for a project.
Kirk Kirkpatrick AIFD CFD
Long-time Los Angeles area florist Kirk Kirkpatrick
passed from this life on July 3, 2014 at his home
in Lahaina, Hawaii, due to complications from
Alzheimers disease. Kirk was instrumental in starting
the American Institute of Floral Designers in 1965 and
was a highly respected floral commentator and designer
in America, Japan and Mexico. In his retirement years,
he was a floral design teacher and volunteered with
numerous organizations and events, including those of
the American Cancer Society and Southwest Region
AIFD. Known for his elaborate open houses and
Christmas open house at his home, he is survived by
Gordon Schmuhl, his partner of 50 years.
A Priceless Gift
150 Years of Floral History • $35 including shipping
Pay by check to: American Florists Exchange, c/o Mellano,
766 Wall Street, Los Angeles, CA 90014
THE BLOOMIN’ NEWS
8
FALL 2014
CONTACT INFO:
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888-635-5266
mellano.com
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variety of decorative pieces and bulk goods (such as cones), call us today at 1-800-635-5266
or visit www.mellano.com for these, and other fine, fresh, featured flowers and foliage.
POTPOURRI
Floristopia.com Supports Local Florists
Designed to help consumers locate local, reputable
florists, Floristopia.com features more than 35,000
florists and wholesale florists throughout Canada and
the United States. Claim your listing to be found in a
Floristopia consumer search.
Kilroy owns several other major addresses in the area,
including properties of NBC Bay Area and Dropbox.
Says an SFFM representative, “The California Flower
Market, Inc. is committed to maintaining our San
Francisco Flower Mart on the corner of 6th & Brannan
Streets in the heart of SOMA.” The sale is expected to
complete by year-end.
Mellano Opens OC Facility
Mellano & Company has opened a satellite location, co-located with Floral Supply Syndicate, at
1605 E. McFadden Avenue in Santa Ana. Mike M.
Mellano, President and CEO, says the company has
been testing “a new concept of having a Wholesale
Distribution Center” in Las Vegas. “Now, we know
it works well. Our job is to bring maximum value
to our customers and ultimately, to their customers.” Manager of the new Orange County location is
Cathy Frost-Hickman.
Certified Campaign Builds
Awareness of Local Flowers
In July, a coalition of flower farms across the U.S.
launched the Certified American Grown Flowers
campaign. Flower-growing farms partnering in this
venture are committed financially and by their actions
to building awareness and desire for fresh cut local
flowers. California partners include Sun Valley Floral
Farms, Mellano & Co., Eufloria Roses, Resendiz
Bros., Pyramid Flowers, B-Fresh Floral and Farmers’
West. See Americangrownflowers.org.
San Francisco Flower Mart in Transition
Kilroy Realty Corporation has agreed to buy the
wholesale flower market in San Francisco’s large “South
of Market (SoMa)” area, for around $27 million.
FTD Acquires ProFlowers
In a $430 million deal, FTD has acquired ProFlowers
from Liberty Interactive Corp., according to the Wall
Street Journal. The expanded FTD, now a billion
dollar company, is expected to give consumers a more
innovative and expansive product line.
Notecards They’ll Notice
Flower Handling Forms Association
Concerned floral industry veterans have formed
a new trade association called the Flower Handling
Association of North America. Spokesperson
Terry Johnson explains the mission is to “develop,
implement and monitor flower handling standards
designed to improve consumer satisfaction” with
flower purchases. FHANA’s organizing committee
evaluated decades of research and recognized that
little has occurred to improve flower vase life. “Once
proper flower handling is performed consistently,
we should see a significant increase in consumer
flower sales.”
• 4 x 5” floral themed notecards with a blank inside
• Great gift item for your flower shop
Floral Notecards
Lonely Bouquet Brings Smiles
Founded by an American woman living in the
Belgian countryside, the Lonely Bouquet concept
asks individuals to pick fresh flowers, arrange them
in a recyclable container, add a “take me!” tag and
leave them as a surprise for someone else. More info:
www.Fleuropean.com/international_lonely.
Deliver Your Message with a Floral Flair
Contact: Peggi Ridgway/Wordpix
www.MyFloralNotecards.com • [email protected]
A little division of Wordpix, producer of the Bloomin’ News.
THE BLOOMIN’ NEWS
10
FALL 2014
POTPOURRI
($10,000); The Del Demaree Family Fund ($250,000);
The Pennock Company Fund ($125,000); The Tom
Butler Family Fund ($50,000) and the Peter Ullrich/
Esmeralda Farms Fund ($35,000). Donors reaching
new giving levels were recognized and awards
presented.
California Grown Experience Turns Two
The third season of the California Grown Experience began recently at uBloom.com with more great
videos of tours of flower farms and a focus on California grown flowers. Great site to explore.
Sustainability Workbook Published
California Cut Flower Commission has published
a new, online sustainability workbook, developed by
SureHarvest for California flower farmers, the first
step to certifying our farms. CCFC aims to certify 50
percent of California’s cut flower and greens production
for sustainability by the end of 2015. Pyramid Farms
has led the movement by becoming certified. See
Sustainableflowers.org or call 530 758-6967.
Continued on page 12
Two Bloomin’ Birthdays
This issue marks 65 years of almost continuous
publication of The Bloomin’ News, and the fifteenth
anniversary of Peggi Ridgway as Bloomin’ News
editor. We’re so pleased you read our bloomin’ news.
SELL YOUR SHOP FASTER & FOR THE HIGHEST PRICE!
Slow Flowers Celebrates One Year
The Slow Flower Podcast, produced by fresh,
homegrown flowers supporter Debra Prinzing,
celebrates its first year with an inspiring new podcast
called “An All-American Celebration.” Thousands
of followers return weekly to download audios
taking them to floral design studios and flower fields.
Slowflowers.com is a directory of more than 350
florists, shops and studios designing with Americangrown flowers.
Orange County Wholesale/Retail Florist
AFE Recognizes Funds and Contributions
At its 2014 Fundraising Dinner in August, the
American Floral Endowment announced the
establishment of new named funds and contributions:
The Todd Bachman Memorial Fund; the Gold Club
(more than $50,000 in giving); Benefactors Club
($20,000); Patrons Club ($15,000); Founders Club
Buy or Sell With Confidence
THE BLOOMIN’ NEWS
•
•
•
•
•
•
High visibility
Freeway close
20 x 30’ cooler
Ample parking
2004 del. van
Low rent
Owner will train
and be available as a
consultant in the future
Sean Edelstein 949. 551.2060
[email protected]
Orange, Riverside, San Bernardino & Los Angeles Counties
Flower Shop Broker
DRE#01926680
SELLING FLOWER SHOPS SINCE 1997
11
FALL 2014
POTPOURRI
Endowment Launches New Website
The American Floral Endowment’s newly-designed
website at Endowment.org uses the latest technology
and is mobile friendly. Streamlined features include
free research reports, funding applications, videos,
scholarship applications and a fresh new look.
The Endowment has also introduced AmazonSmile
to its website. When you shop at Smile.amazon.com,
just select to support the American Floral Endowment.
You’ll get the same prices and products and Amazon
will donate 0.5 percent of your purchase price to the
Endowment.
In other news, the Endowment awarded nearly
$40,000 in scholarships to eighteen students. Miwa
Ishisaka, California State Polytechnic UniversityPomona, was one of the lucky recipients. Miwa’s $2,400
scholarship is sponsored by the American Florists’
Exchange (Original Los Angeles Flower Market).
by the Society of American Florists and coalition
partners. The legislation will help small businesses
execute their business plans and seasonal staffing
strategies while complying with the Affordable Care
Act. The STARS Act would simplify the methods
for seasonal employers to determine business size and
subjectivity to the ACA employer mandate. Details:
Corey Conners, SAF, 703 838-5230.
Sunset Magazine
Treated to California Flowers
STARS Act Introduced
The “Simplifying Technical Aspects Regarding
Seasonality Act of 2014” was introduced in the
House of Representatives after months of lobbying
Sunset Celebration attendees posed for pictures with
flower farmer Tony Ortiz with Joseph & Sons.
California Cut Flower Commission, the official
floral sponsor for Sunset Magazine’s annual weekend
celebration in Menlo Park, provided beautiful
arrangements for the two-day event which drew
more than 19,000 people. Attendees had their pictures
taken before a backdrop photo of a Lompoc flower
field, holding a California Grown flowers sign.
AAF Inducts Seven People
SAF’s American Academy of Floriculture honored
seven people at its Stars of the Industry Awards Dinner
on August 16. Recognized for their commitment
through volunteerism to the floral industry and their
local communities were: Rochette Webb Allen,
AAF, Farmville, VA; Dana Cook, AAF, Wilmington,
NC; Christie Ann Cothrun, AAF, AzMF, Arizona
State Florists Association in Phoenix; Josh Glass,
AAF, Albuquerque, NM; Joyce Mason-Monheim,
AAF AIFD CFD PFCI AzMF, Tucson, AZ; Carlos
Manuel Uribe, AAF, Medellin, Colombia; and Eileen
Looby Weber, AAF, Lake Forest, IL.
THE BLOOMIN’ NEWS
12
FALL 2014
FOR THE LOVE OF
This design features fragrant myrtle, tree fern, leather fern, seeded eucalyptus
and ruscus along with Purple Majesty millet, Freedom roses, purple statice
and purple larkspur.
GREENERY
By Kit Wertz
Where has all the greenery gone in floral designs?
After perusing the plethora of wedding boards on
Pinterest, I’ve noticed that wedding couples mostly
pin floral designs that feature only flower blooms
and very little greenery. While the look offers a feeling of abundance and extravagance, the beauty of
each flower and its amazing mystery is lacking. A
frame of greenery behind and around the perfect
rose bloom really allows it to be fully appreciated.
As designers, let’s bring depth, texture and lusciousness back to floral designs and use lots of different types of greenery in design work this fall and
holiday season. It’s easy to do with foliage that’s
available year-round and with seasonal greens like
grasses, pine and evergreens.
According to current statistics from the USDA
BY D E S I G N By d e s i g n by d e s i g n
for cut cultivated greens, leather leaf (leather fern)
accounts for almost half of domestic sales and onethird of imported sales for all greenery types. A local
wholesaler in our own Original Los Angeles Flower
Market informed me that the top three greenery types
sold are leather fern, salal/lemon leaf and tree fern.
In addition to these popular and plentiful greens,
there are many more available to us in Los Angeles.
For the fall season, I’ll be using all types of lovely
foliage from various herbs, ivy and ferns, to olive
branches, dusty miller and boxwood along with lots
of seasonal greens like grasses, cedar and pine.
This fall season, let’s be like ancient Greek and
Roman floral designers who made wreaths and garlands from greenery including laurel, oak, herbs
and olive branches and then added fragrant bright
blooms as the star attractions of their designs.
Kit Wertz is a professional floral designer, photojournalist,
marketing expert, graphic designer, certified Project Management Professional, Flower District tour guide and television
personality. She co-owns Flower Duet in Torrance, CA, with
her sister, Casey Schwartz.
This collection of greenery offers various textures for many designs and is
available year-round. It includes fragrant myrtle, tree fern, leather fern, seeded eucalyptus and ruscus.
13
ROUNDABOUT
Kudos to California State Floral Association,
whose members worked with Flora Fresh Inc to
create California grown centerpieces for the California State Fair Gala this past summer. Some 600
attendees got a visual treat from professionally designed
floral creations. The Friends of the California State
Fair Scholarship Program awarded more than
$33,000 in scholarships to deserving California youth.
member Duane Rose for making the multitude of
arrangements for this spectacular event.
Mayesh Wholesale Florist participated in the global
initiative called “Lonely Bouquet” on June 25. Mayesh
provided a great selection of complimentary flowers
for customers to create bouquets, which the customers
(at Mayesh branches throughout the USA) then left
for unsuspecting recipients. There were 250 bouquets
- a great way to bring smiles to people’s faces.
Fred Gibbons and Treefrogs Flowers lead the
way in seasonal promotions with recent customer
emails about Fall and Football. “The Wall” farmers
market, held Saturdays on Wall Street, now hosts
the famous Alex’s Lemonade Stand, along with
flowers, food, entertainment and fun. For Friendship
Day (August 3), Casey and Kit of Flower Duet
hosted a flower party at their Torrance studio, with
hands-on floral design. They also co-sponsored the
first Best of Bride Awards for California Wedding
Day magazine and they appeared at the 53rd Annual
South Coast Botanic Garden Foundation Dinner
Meeting in the rose garden.
The Design & Dine event at the Bixby House
Mansion was a huge success. CSFA members
conducted hands-on design classes and the students
then toured a beautiful succulent garden. Mike
Wronkowski CCNP from Green Arrow Nursery
presented a gardening seminar. Many thanks to CSFA
Congratulations to Eufloria Flowers for winning
SAF’s Best in SHOW ‘Parasol’ Roses, the Resendiz
Brothers Protea Farm for Best in Class ‘Cream
Delight’ Protea, and Green Valley Floral for taking
home two Best in Class wins for their ‘Houdini’
Garden Roses and ‘Alliance’ Gerbera Daisies.
Look For Us
On The
Second
Floor!
GM
FLORAL CO
Festive trees, sparkling ornaments,
lush ribbons, supplies galore –
and 15 professionally decorated
vignettes to inspire you!
Convenient, secure parking inside the
2nd floor of the SCFM at 742 Maple Avenue
Located in the Southern California Flower Market
Enter 740 Maple Avenue, 2nd. Floor or 755 Wall St. 2nd. Floor
Los Angeles, CA 90014 • Phone: 213 489-7055 • Fax: 213 489-7706
THE BLOOMIN’ NEWS
14
FALL 2014
FOR SOME FUN, HIT
“THE
WALL”
THIS SATURDAY
Los Angeles chefs are enjoying the variety of fresh vegetables, greens and cut flowers available at the Farmers Market,
“The Wall,” held every Saturday from 10 a.m. to 3 p.m. on Wall
Street. Grammy-award-winning music, entertainment, certified
farmers with artisanal food combine as a major public draw for the
new marketplace between the two wholesale flower markets. This
Saturday, come to Wall Street and check out this winner. Play a
little pickleball, get face-painted, enjoy the car show . . . Something’s
always happening at The Wall.
Custom Made for Chefs (and Us)
One important goal of The Wall is to make top quality, unique, fresh vegetables and herbs available to chefs. To do this, management sourced
seeds for farmers, working with seed companies to be the first to market
interesting varieties. Seeds such as the Indigo Rose purple tomato and
other produce, were sourced from university breeding programs, etc.,
setting The Wall apart from other markets in the area. Every Thursday,
a report of what’s available is blasted to chefs
and food service customers. To make it even
more fun, well known food photographer Christina Peters operates a booth and is slated to
give a flower photography class at Original Los
Angeles Flower Market.
15
Celebrate the Holidays with Savings at
the Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014 / Visit us at www.OriginalLAFlowerMarket.com
D
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.
The Merchants of the
Los Angeles Flower Market
Street map above
A. Lee’s Orchids . . . . . . . . . . . . . . . . 213 627.8880
B. Floral Delivery Co-op . . . . . . . . 213 623.6974
213 387.1357
Los Angeles Flower Market of the American Florists Exchange, Ltd.
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
Imported Flowers
from Paradise, Inc. . . . . . . . . 626 548.2295
4.
Dan Stamis Wholesale . . . . . 213 622.6770
Greens
5.
C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667
December Only
D. See detail (above right)
E. CasaBlanca . . . . . . . . . . . . . . . . . 213 488.3321
Full Service
F. Mellano & Company . . . . . . . . . 213 622.0796
6.
Full Service
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . . 213 622.0796
Full Service
I.
BNB Floral Supply . . . . . . . . . . . 213 623.0063
7B.
8.
Floral Supplies
J.
Shibata Floral Company . . . . . 213 995.1299
Floral Supplies
K. Floral Supply Syndicate. . . . . . 213 624.3982
11.
Floral Supplies
L. Moskatel’s, Inc. . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Miscellaneous Cut Flowers
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
26.
27.
C&K Wholesale . . . . . . . . . . . 213 327.0313
28.
29B.
Greens
Miscellaneous Cut Flowers, Greens
29A.
- 30
Ceramics
Dayro’s Wholesale . . . . . . . . . 213 623.5177
31.
Balloons Away . . . . . . . . . . . 213 683.8819
Roses & Cut Flowers
32A.
Gilbert Wholesale . . . . . . . . 213 689.9564
Designer Direct
Showcase Inc. . . . . . . . . . . . . . 213 488.9795
32B.
A Ruiz Wholesale . . . . . . . . . 213 622.3695
Dayro’s Wholesale . . . . . . . . . 213 623.5177
Flower Salad . . . . . . . . . . . . . . 213 624.1974
Roses
36. 38.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
39.
Tommy’s Flower Land . . . . . 213 622.1205
Ted’s Evergreens . . . . . . . . . 213 624.9510
Vases by Robert . . . . . . . . . . 818 434.1512
Exotic Cut Flowers
Miscellaneous Cut Flowers
Tropical U.S.A.. . . . . . . . . . . . 213 614.1915
Exotic Cut Flowers
World Coffee Kiosk /
Coffee Bean Cafe . . . . . . . . . 213 614.6885
12A-. Kimura Plus . . . . . . . . . . . . . . . 213 488.1620
13A
40.
42.
Miscellaneous Cut Flowers
12B-. Camila’s Wholesale . . . . . . . . 323 317.1211
13B
43.
Growers Direct . . . . . . . . . . . 213 688.8855
14.
1517
Julia’s Wholesale . . . . . . . . . . 213 891.1514
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
18.
Zavala Wholesale Flowers . . 213 488.0085
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623.6651
Roses & Cut Flowers
Supermarket Florals, Rose Petals & Roses
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Cut Flowers
Choice Flowers. . . . . . . . . . . . 213 489.8377
Miscellaneous & Exotic Flowers
Floral Supplies
16
Roses
O. Chris Flowers Full Service . . . . . 213 488.1797
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
Q. Décor Center. . . . . . . . . . . . . . . . 213 629.6949
Full Service
Floral Supplies
10.
Valle Wholesale . . . . . . . . . . 213 688.8810
Gonzalez & Sons
Wholesale Flowers . . . . . . .213 627-7678
Roses & Cut Flowers
7A.
24.
Blossom Valley . . . . . . . . . . . . 213 891.9320
Full Service
7.
23,
Mellano & Company . . . . . . 213 622.0796
33, 34. Full Service
44.
Paradise Gardens. . . . . . . . . 213 488.5144
Full Service
45.
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Orchids
50.
Sanchez, Martin . . . . . . . . . . 213 629.4154
Fruit, Candy & Stuffed Animals
Where Good Ideas Are Always In Bloom
C A
L
E N D A R
Check our website OriginalLAflowermarket.com for
Market shopping hours, parking info and more.
Our calendar listings help you tie your business promotions to special events and observances.
October is
Breast Cancer
Awareness
Month
OCTOBER
1 – 4 FlorEcuador Agriflor 2014,
Quito, Ecuador. www.Agriflor.com.
3 – 4 Yom Kippur
4, 11, 18, 25 “The Wall” Farmers
Market, Wall Street, Los Angeles
Flower District, 10 a.m. – 3 pm.
5 – 6 “Holiday Trends,” presented
by Teleflora Northern California
– Nevada Unit and featuring Kevin
Ylvisaker AIFD CFD PFCI CAFA.
Email: santacruzfloral&yahoo.com
or call 831 458-9232.
5 – 8 “Everyday Design: Developing Your Signature Style,” with
Susan Ayala AIFD PFCI at Teleflora
Education Center, Oklahoma City,
OK. Call 800 456-7890, x.6234 or
see Myteleflora.com.
6 – 8 FTD Re-Boot advanced
course for FTD Boot Camp grads.
See FTDi.com/FTDUniversity.
11 – 12 “Calif Flora 2014”
Top Ten Design Competition,
trade show, design workshops,
design extravaganza, by
California State Floral Association. Location: Mayesh Wholesale Florist at 2295 Eastridge
Ave., Riverside 92507. Call 916
448-5266 or email AQuinn@
cgfa.org.
national Convention & Exposition,
Anaheim. Call 302 738-7100.
18 Sweetest Day
19 – 22 Association of Specialty
Cut Flower Growers Inc. National
Conference, Hilton Wilmington
Christiana in Newark, DE. www.
ASCFG.org.
22 – 24 Wholesale Florist & Florist
Supplier Association “2014 Floral
Distribution Conference,” Miami,
FL. WFFSA.org.
DECEMBER
The Original Los Angeles Flower Market is all decked out for the holidays
with great greens, fresh cut quality
blooms and fabulous prices.
1 World AIDS Day
Cyber Monday Internet
sales day
5 International Volunteer Day
NOVEMBER
6 “Velvety Holiday Reds” floral
design class, Flower Duet, 2675
Skypark Drive, #205, Torrance;
10:00 to Noon, $85. 310 792-4968
or Flowerduet.com.
3 Daylight Saving Time ends. Set
6, 13, 20, 27 “The Wall” Farmers
31 Halloween
clock back one hour.
Dia de los Muertos/All Saints Day
1, 8, 15, 22, 29 “The Wall”
Farmers Market, Wall Street, Los
Angeles Flower District,
10 a.m. – 3 pm.
Market, Wall Street, Los Angeles
Flower District, 10 a.m. – 3 pm.
7 Pearl Harbor Day
12 Poinsettia Day
Guadalupe Day in
Mexican culture
13 “Holiday Flowers” design
2 All Souls Day
8 “Fall Harvest Flowers” design
class at Huntington Library, San
Marino. By Flower Duet, Torrance.
310 792-4968 or Flowerduet.com.
11 Veterans Day
Election Day
-17 – 21 American Education
Week
22 “Thanksgiving Centerpiece”
floral design class, Flower Duet,
2675 Skypark Drive, #205, Torrance;
10:00 to Noon, $85. 310 792-4968
or Flowerduet.com.
class, Huntington Library, San Marino. By Flower Duet, Torrance. 310
792-4968 or Flowerduet.com.
16 – 24 Hanukkah
21 Winter Solstice
24 Christmas Eve
25 Christmas
26 – Jan. 1 Kwanzaa
Decorating Week for the Tournament of Roses, Pasadena, CA
31 New Year’s Eve
SAVE THE DATE
27 Thanksgiving Day
Jan. 1 Rose Parade, Pasadena, CA
13
Columbus Day
28 Black Friday retail sales day
Feb. 1 Super Bowl, Phoenix, AZ
16
Boss’s Day
29 Small Business Saturday
March 9 – 10 SAF Congressional
17 – 19 Produce Marketing Association 2014 Fresh Summer Inter-
17
Action Days
Cal Poly University’s 2014 float. Courtesy of the
Pasadena Tournament of Roses® Association.
Rose Parade Excitement Grows
The world joins Californians in anticipating the Rose
Parade on January 1, and people come from across the
US to help decorate floats. One So Cal floral designer
had the privilege of serving as a judge of the 2014 parade
floats. René van Rems AIFD shares some highlights:
“The best part (of judging) was that I was able to
elevate the floral design section of float judging!”
As one of three judges, René’s gig began with a VIP
party where he met the executives and with discussions
about protocol. His days began at 6 a.m. as he, the other
judges, committee and technology team traveled by all
42 floats on the first day. “It is an education to see each
float from scratch and meet the dedicated volunteers,
who help for months.”
Pasadena enjoyed 75-degree temperatures but
fresh flowers had to be kept cool until the night before the parade when volunteers worked at frenzy pace
to complete the float before the judges arrived. Float
builders got one minute to explain the float, and judges got four minutes to score it. A timekeeper rang a
bell at five minutes, judges stepped back and roaring
applause followed. “I cannot explain the emotions,”
says René. Some float volunteers cried at this final step
of the intense process.
For René, the “opportunity to witness the 125th
Tournament of Roses Parade from “the inside out, with
mind-blowing logistics, was a once-in-a-lifetime event.”
The theme for the 2015 parade will be “Inspiring
Stories.” Work began months ago on float designs and
decorations and flower growing by participating farms.
18
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Original Los Angeles Flower Market
754 Wall Street, Los Angeles, CA 90014
LOS ANGELES CA
PERMIT #3644
CALIF FLORA
2
0
1
4
“Preserving the Past – Presenting the Future”
Mayesh Wholesale Florist, 2295 Eastridge Avenue
Riverside, CA 92507 • 951.571.9560
Saturday • October 11
• California Certified Florist Exam
• Hands-on Design Classes
• Student Design Competition
Sunday • October 12
• “Top Ten” Floral Design Competition
• Afternoon Design Show
• Trade Show, New Varieties, Silent Auction,
CCF Pinning, CSFA Annual Meeting
Enjoy the programs and camaraderie
of floral industry colleagues.
Sponsored by California State Floral Association
and Mayesh Wholesale Florist
Get More Details/Register:
Call CSFA: 916.448.5266
Email: [email protected]