PDF - The Los Angeles Flower Market

A Bi-Monthly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
March – April 2011 • Volume 20 - Number 2
White House Florist in Bellflower
Flower Market ad leads Mary Kwan to Career
By Peggi Ridgway
I
f you ask Mary Kwan, owner of
White House Florist, to describe
her impressions of the Los Ange-
les Flower Market, she won’t hesitate
to tell you that it’s “beautiful” and
that today’s market vendors are “more
friendly – and they have coffee.”
It’s those little things that matter, especially for small business owners
trying to get by in today’s tough economic climate. More importantly, they
matter to a florist who has been taking
such “extra steps” for her customers
and friends for a long time, someone
who learned the flower business pretty much on her own in a career that
evolved from her response years ago
to an ad at the Flower Market.
Starting with a fresh canvas
Mary Kwan started her career at
White House Florist with only minimal
experience or knowledge about the
operation of a retail floral shop or
selecting flowers. Georgia Rowe, the
now deceased previous owner, handed
her the reins just before Valentine’s
Day in February 1983.
Continued on page 14
Photos by JDP Photography
Helping Floraculture Students for 50 Years:
The Joseph Shinoda Memorial Scholarship Foundation
See page 4
Go Green for St. Pat’s . . . Make a Splash with Spring Pastels
They’re all yours at the Los Angeles Flower Market!
D
Enlarged to show
market vendors
Hours:
Trade/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
Los Angeles Flower Market
Street map above
A. Dalsol Orchid Warehouse . . . . 213 614-1925
B. Floral Delivery Co-op . . . . . . . 213 623.6974
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 387.1357
C. Paul Ecke Poinsettias . . . . . . . . 213 622.8667
December Only
D. See detail (above right)
E. RDP Floral, Inc. . . . . . . . . . . . . . . 213 623.2514
F. Mellano & Company . . . . . . . . 213 622.0796
Full Service
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . 213 622.0796
Full Service
I. Dayro’s Wholesale . . . . . . . . . . 213 623.4355
J. J. Dayro’s Certified
Florist, Inc. . . . . . . . . . . . . . . . . . 213 623.5239
Floral Supplies
K. Floral Supply Syndicate . . . . . 213 624.3982
Floral Supplies
1.
JX Grand Tree Inc. . . . . . . . . . 213 833.0002
3.
William Sanchez
Wholesale . . . . . . . . . . . . . . . . 213 627.6312
4.
Dan Stamis Wholesale . . . . 213 622.6770
5.
Blossom Valley . . . . . . . . . . . 213 891.9320
Miscellaneous Cut Flowers
20.
Cal Pom Pons . . . . . . . . . . . . 213 623.6651
Supermarket Florals, Rose Petals & Roses
23, Mellano & Company . . . . . 213 622.0796
33, 34. Full Service
24.
Valle Wholesale . . . . . . . . . . 213 688.8810
Roses
26.
Gonzalez Wholesale . . . . . . 213 613.0756
6.
G.M. Floral . . . . . . . . . . . . . . . . 213 489.7050
27.
C&K Wholesale . . . . . . . . . . 213 327-0313
7.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Greens
Full Service
Roses & Cut Flowers
7A. Flower Salad . . . . . . . . . . . . . 213 624.1974
Miscellaneous Cut Flowers, Greens
7B.
8.
Dayro’s Wholesale . . . . . . . . 213 623.5177
Full Service
Miscellaneous Cut Flowers
28. Ted’s Evergreens . . . . . . . . . 213 624.9510
29B. Greens
29A. Vases by Robert . . . . . . . . . 818 434.1512
- 30 Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683.8819
Roses & Cut Flowers
32A. Gilbert Wholesale . . . . . . . . 213 689.9564
H.O. Norman . . . . . . . . . . . . . 213 614.1031
32B. A Ruiz Wholesale . . . . . . . . 213 622.3695
Exotic Cut Flowers
Floral Supplies
10.
Tommy’s Flower Land . . . . . 213 622.1205
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627.4898
Roses
Miscellaneous Cut Flowers
L. Moskatel, Inc. . . . . . . . . . . . . . . . 213 689.4650
Floral Supplies
12A. Kimura Plus . . . . . . . . . . . . . . 213 488.1620
M. Stamis Wholesale . . . . . . . . . . . 213 622.6770
Floral Supplies
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623.8069
13B Roses & Carnations
N. Floral Prop Rental . . . . . . . . . . . 213 622.1700
Floral Supplies
13A. Adriana’s Wholesale . . . . . . . 213 624.0407
O. Abigail’s Flowers . . . . . . . . . . . . 213 622.5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612.0353
14.
Choice Flowers . . . . . . . . . . . 213 489.4879
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627.3696
17.
Stelzner Wholesale . . . . . . . 213 891.1514
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629.5867
Exotic orchids
18.
Sanvilla Wholesale . . . . . . . . 213 489-7089
Miscellaneous & Exotic Flowers
Miscellaneous Cut Flowers
Greens
36. - Tropical U.S.A. . . . . . . . . . . . 213 614.1915
37. Exotic Cut Flowers
Paraiso Flowers . . . . . . . . . . 213 488-0376
39.
Full Service
40.
Miscellaneous Cut Flowers
42.
43.
S.O.S. . . . . . . . . . . . . . . . . . . . . 213 896.0322
Growers Direct . . . . . . . . . . .213 688-8805
Cut Flowers
Paradise Gardens . . . . . . . . 213 488.5144
44.
Full Service
45.
Orchids
50.
Fruit, Candy & Stuffed Animals
Orchid Oasis . . . . . . . . . . . . . 213 627.3805
Sanchez, Martin . . . . . . . . . 213 629.4154
We Look Forward to Seeing You Soon!
Contents
Cover Story:
This newsmagazine is published bi-monthly 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.
White House Florist Mary Kwan
Los Angeles Flower Market Hours & Info
LA Flower Market Map
Maps, Tenants, Hours, the Season's Flowers and More can be found at
www.LAFlowerDistrict.com.
Feature:
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Joseph Shinoda
Memorial Scholarship Foundation
4
People and Places
6
Potpourri
8
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
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
Los Angeles Flower Market of the American Florists’ Exchange
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm • (213) 622-1966 (213) 622-0796
Editorial and Advertising
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101; FAX 918 743-1105; Email: [email protected]
Marisol Basaldua, Los Angeles Flower District Reporter
Phone: 213 622 0796 X 253 • Email: [email protected]
1
2
Happenings/Calendar
12
Roundabout
13
Art Director
Celebrating 90 Years in 2011
Michael Wheary, Calypso Concepts
Subscribe Your Florist Friend
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Index to Advertisers
The Original
Los Angeles Flower Market
Flower Market History Book . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Los Angeles Flower Market . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 11
Moskatels/Michaels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 16
A Wonderland of Quality, Freshness, Variety,
Selection and Great Pricing
Phil Rulloda School of Floral Design . . . . . . . . . . . . . . . . . . Page 6
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . Page 8
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 15
754 Wall Street, Los Angeles
LAFlowerDistrict.com
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
T H E B LO O M I N ’ N E W S 3
MAR – APR 2011
JOSEPH SHINODA
M E M O R I A L SCH O L A RS H I P F O U N DAT I O N
Joseph Shinoda would be so pleased
By Peggi Ridgway
For nearly half a century, the
Joseph Shinoda Memorial Scholarship Foundation has been easing
the financial burden of floriculture
students who aspire to work in the
industry. In fact, the Foundation
has awarded scholarships valued
at more than $720,000 to 617 undergraduate floriculture students since
its founding in 1964.
“Financial encouragement” to
deserving students is how the Foundation honors a floriculture leader
named Joseph Shinoda, who devoted his life to helping others and who
passionately believed in the value
of education to assure the future of
the floral industry.
company through remarkable growth and to national recognition. He became
active in the floral industry both on a statewide level and nationally and shared his
dream of floral industry growth made possible by educating young people.
Shinoda was a founder and early president of the California State Floral Association; he served as a president of the Southern California Floral Association; as a
director of the Society of American Florists; and in leadership positions for FTD and
other floral associations. He was a founder of Keiro Senior HealthCare, today the
largest Japanese-American not-for-profit organization in Los Angeles County.
Shinoda shared and gave generously until his untimely death at age 55 in January 1964. His contributions to the floral industry were recognized posthumously in
1965 upon his induction into the Society of American Florists’ Floriculture Hall of
Fame. Perhaps the most lasting recognition comes, however, through the establishment by family, friends and colleagues of the Joseph Shinoda Memorial Scholarship
Foundation on August 15, 1964.
Foundation Support and Structure
Initially, the Foundation was financed by a gift from San Lorenzo Nursery Company, was run by a committee of ten floral industry leaders and operated under
A Man with a Dream
Joseph Shinoda was the sixth of
nine children of Kumaichiro Shinoda, who started a wholesale flower
farm in Oakland in 1906. The farm
became the San Lorenzo Nursery
Company in 1918. When Joseph was
eleven (in 1921), his father moved
the family to Los Angeles where he
became a wholesale vendor at the
Southern California Flower Market.
At the age of just 23 and a recent Pomona College graduate, Joseph took the reins of San Lorenzo
Nursery Company; within a year, he
became the company’s president.
Over the next 30 years, he led the
4
The Shinoda brothers, from left, Daniel, Peter, Paul, Joseph, Keyoshi and Tomitaka
the California State Floral Association. As word spread, donations began arriving from Joseph’s family, friends and colleagues. The Foundation awarded its first
scholarships ($1,000 each) in 1965 to Richard Tsukushi and George W. Field, horticulture students; and more scholarships were added in the years that followed.
Just eight years after it was established, the Foundation transferred its assets to
a new non-profit corporation, leaving the CSFA umbrella. Since then, it has funded
its scholarship awards with income from an investment portfolio ($613,000 at the
end of its 2010 fiscal year). It incorporated in 1972.
The scholarship track. The Foundation awards from five to ten scholarships of
$1,000 to $5,000 each year to college and university students in floriculture and
related fields. In 2009, it adopted board member Janet Kister’s suggestion by establishing the annual Shinoda Scholar of the Year Award. In addition, since 1986, it
has given more than $180,000 in 184 incentive and other grants to 33 college and
university floriculture and horticulture programs.
All donations to the scholarship program are welcome. The “Restricted Gift
Scholarship,” however, is a special opportunity. In 2006, a $15,000 gift from the California Floral Council kicked off this program through which individuals and companies can directly participate through a gift of $25,000, with $1,000 scholarships
awarded annually in perpetuity. The scholarship is named in their honor or in honor
of a loved one or colleague. Currently, the Restricted Gift Scholarships are: California Floral Council ($1,000) and the Shinoda Design Center ($1,000 for a student in
floral design from Los Angeles, Orange, Riverside or San Diego counties).
Applications are accepted from students in four-year accredited colleges
across the United States and from California community colleges, from January 1 through March 30. All information and application forms can be accessed at
www.shinodascholarship.org.
People make it work. Since his election as president of the Foundation’s board
in 1998, Paul Ecke III has led the Foundation. With Barbara McCaleb, executive secretary since 1992, and a board of
fifteen people, this team has coordinated the scholarship application
and award process. Elmer Fisher
served as board president for thirteen years, signed the Foundation’s articles of incorporation, and
was active in the Foundation’s activities from its founding until 2000.
Many others contributed hundreds
of hours of dedicated time to the
Foundation to help students.
Paul Ecke III, right, presents plaque to Elmer Fisher
Honors are due. In 1983, in recon April 24, 1999, for Fisher’s “many years of serognition of the Foundation’s outvice as both a board member and as president” of
standing support and promotion
the Foundation.
of the floriculture and ornamental
horticulture industry, the Society of American Florists honored the Joseph Shinoda
Memorial Scholarship Foundation with its Distinguished Service Citation.
Flashbacks. For 30 years after Joseph Shinoda’s passing, San Lorenzo Nursery
Company continued its amazing climb to become “one of the largest growers and
distributors of flowers and flower products” (Bloomin’ News, 1964). Then, years of
economic ups and downs and the impact of increasing floral imports resulted in a
decline in the domestic floral industry. San Lorenzo Nursery Company closed its
doors in mid-1995. Nine years before, the grandson of Kumaichiro Shinoda, Jimmy,
and his three sons opened the Shinoda Design Center in Santa Ana, California.
Salute. We honor the Joseph Shinoda Memorial Scholarship Foundation, which
has faithfully served the floral industry for 47 years and helped hundreds of students realize their dream of service to the floral industry. Joseph Shinoda’s dream
is fulfilled through the Foundation established for that purpose.
The Shinoda Scholarship Strategy
Only the highest caliber students are
eligible for scholarships from the Joseph
Shinoda Memorial Scholarship Foundation. Winners are selected from a pool of
applicants based on their superior academics, career goals, extracurricular activities, work experience and need.
“These students are the future of the
industry,” says Paul Ecke III, Shinoda Foundation president. “We are pleased to be
able to support their endeavors and bolster horticulture’s growth.”
As an incentive for educational institutions to encourage students to apply, ten
percent of the value of each scholarship is
sent to the awardees’ departments. In addition, students may be eligible for one of
the Restricted Gift Scholarships ($1,000) or
the Scholar of the Year.
The Shinoda Scholar of the Year honors
the best of the best in floriculture, horticulture or a related field. Through this
award, says Paul Ecke III, “we put the spotlight on the growth, potential and possibilities these students represent for us
nationwide.” The first-ever Scholar of the
Year was a young student from Manheim,
Pennsylvania, Hilary Snavely, a horticulture student at Delaware Valley College.
The 2010 Scholar of the Year was aspiring
greenhouse grower Evan Schnabel, an
Iowa State University senior horticulture
major from Brookings, South Dakota.
Original (1964-65) Committee
Arthur T. Ito Sr.
John N. Fukushima
James F. Bonaccorsi
William Enomoto
Edward Geoppner
Charles R. Hum
Lyman McFie
George Walker
Robert Weidner
Mas Yonemura
James E. Dible
Takeshi Yatabe
2011 Directors
Paul Ecke III, President, Paul Ecke Ranch,
Encinitas, CA; Susanne Koch Snyder, Vice
President, Koch California Ltd., Nipomo, CA;
Dan Vordale, Secretary, Ocean View Flowers LLC, Lompoc, CA; Paul Nielsen, Treasurer, Central Coast Plant Co., Santa Barbara,
CA; Mike Connelly, Florasource Ltd., Salinas,
CA; Walter (Dude) Engel, Dude Ranch,
Somis, CA; Cheryll J. Goto, Unique Floral
Shop, Montebello, CA; Bruce N. Hall, Robert
R. Hall Inc., Encinitas, CA; Janet Kister,
Sunlet Nursery Inc., Fallbrook, CA; James T.
Kusuda, Shinoda Design Center, San Diego,
CA; Robert Otsuka, California Flower Market
Inc., San Francisco, CA; Maurice Sourmany,
Victor The Florist, Santa Barbara, CA; Virginia
Walter, Horticulture & Crop Science Dept.,
Cal Poly State University, San Luis Obispo,
CA; Evelyn Weidner, Weidner’s Gardens Inc.,
Leucadia, CA; Bill Young, Aspen Enterprises,
Watsonville, CA
5
People & Places
In Remembrance: Elmer Fisher
Tournament of Roses Parade. In a 2007 interview for the book,
We are saddened to learn of
Sending Flowers to America, Elmer said, “The floral industry
the passing of a lifelong friend to
– there’s nothing like it. I still like to have my finger in it and
flowers, Elmer Fisher, on January
know what’s going on.”
20, 2011 at the age of 89. Elmer
Elmer Fisher served a term (1975) as president of the
was an insurance underwriter in
California State Floral Association. He was a devoted president
Pittsburgh, PA when in 1946, he
of the Joseph Shinoda Memorial Scholarship Foundation from
moved to Los Angeles to work
1985 until 1998.
for his father-in-law, George
In recent years, he experienced heart surgery and a broken
A. Berlin. For the next 40 years
hip. He is survived by his son Jay and daughters Becky, Kristi
he earned a reputation for his
and Heidi; ten grandchildren and twelve great grandchildren.
marketing savvy and hard work. He eventually bought the
Ecke Guatemala Manager Wins Award
company and turned it into a Wall Street powerhouse. In 1963,
he moved the company to the Southern California Flower
Ecke
Growers across the street. As years passed and the company
Ecke
grew, he entered into shipping arrangements with trucking
announced recently that
companies and opened warehouses to accommodate his
Byron Calderon, Ecke
grocery chain floral supply business.
Guatemala’s
As imports left their mark on the domestic floral market,
manager, won the 2010
Elmer considered the future of G.A. Berlin Company. In
Manager of the Year
1986, one year after the death of his wife Marian, he closed
Award in the Expansion
it and moved to Buellton to join his son Jay in managing the
category for the country
Fisher Farms Company. While there, he maintained the firm’s
of Guatemala. Byron was
flower industry contacts and assisted with work involving the
honored by the Managers Association of Guatemala in October
Ranch
and
Geraniums,
SA,
general
2010 at a special celebration. “We are especially pleased
when the hard work and commitment to our employees and
2011
customers is recognized at such a high level,” says Paul Ecke III.
Byron has been with the Ecke firm since December 2000.
CLASS SCHEDULE
Instruction Hours:
Monday-Friday, 9 a.m. - 5 p.m.
Juliann Rooke is Descanso COO
Floral Designer
Juliann Rooke, chief financial officer at Descanso Gardens
Jan 3-14, Feb. 28-March 11
April 11-22, June 6-17, July 11-22
Sept 12-23, Oct 31-Nov 11
Guild Inc., was promoted January 1 to the new position of
Chief Operating Officer for the 160-acre botanic garden.
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
Jan 17-19, March 14-16
June 20-22, July 25-27
Sept 26-28, Nov 14-16
In her new position, Juliann will continue as CFO while
Advanced Wedding Designer
Center, Special Events and Rentals and the Gift Shop.
also managing business operations including the Visitor
Jan 24-25, April 4-5, June 27-28, Oct 3-4
Special Events/Décor Designer
Jan 26-28, April 6-8, June 29-July 1, Oct 5-7
Chad Nelson New CCFC Chair
Design For Excellence
Chad Nelson of Eufloria Flowers in Nipomo, CA, took the
May 16-17
reins as Chairman of California Cut Flower Commission
Permanent Botanicals
May 25-26, Sept 29-30
recently, after serving as a CCFC commissioner for the
One Day Workshops
past nine years. Also serving in CCFC leadership roles are
Hand Tied – March 21, Oct 17
Novelty – March 22, Oct 18
Holiday – December 10
first vice chair Lane DeVries, The Sun Valley Group, Arcata;
second vice chair Mike A. Mellano, Mellano & Co., Oceanside;
secretary Diana Roy of Resendiz Brothers Protea, Fallbrook;
Southern California School of Floral Design
and June Van Wingerden of Ocean Breeze, Intl., Carpinteria.
843 S. State College Boulevard, Anaheim, CA 92806
The Commission also approved these new appointments:
714 776-7445 or 800 981-7445 • www.philrulloda.com
Jennifer Everett of California Floral Greens to serve as District
T H E B LO O M I N ’ N E W S 6
MAR – APR 2011
People & Places
2 Commissioner; Ivor Van Wingerden of Ocean Breeze
Diego-based René van Rems international Master Symposium
Internation to serve as a District 3 Alternate Commissioner and
concluded in January with 25 participants and more than
Dave Kitayama of the Kitayama Brothers to serve as a District 2
90 unique bridal bouquet styles and techniques taught and
Alternate Commissioner.
created. Students paired up to discuss their creative goals
from technical and aesthetic perspectives and, after creating
Richard W. Jackson 2012 Parade President
each of the 25 styles of carrying pieces, presented their work.
Richard W. Jackson, the recently confirmed president of the
Completed bouquets were photographed studio style using
2011-2012 Tournament of Roses, has announced the theme
models in the latest styles of
for the parade will be “Just Imagine…” Jackson, a volunteer
bridal gowns provided by White
member of the Pasadena Tournament of Roses Association
Flower Bridal Boutique and Bridal
since 1975 and an executive committee member since 1974,
Showcase. The photos are the
believes the theme can be embraced by children and adults
foundation for René van Rems’
alike. The 123rd parade and Rose Bowl Game will be held on
second book, René’s Bouquets
Monday, January 2, 2012.
for Brides, an oversized, square
format coffee table book, visual
Karen Ross Named Cal Food and Ag Chief
reference and sales guide. (See
Karen Ross was recently appointed Secretary of the California
Books For You.)
Department of Food and Agriculture, after a stint as Chief of
Photography was handled by Pat Boemer of Pacific Plus,
Staff of the U.S. Department of Agriculture. Ross was president
and the arranging and modeling was filmed by Jake Tison
of California Association of Winegrape Growers for thirteen
and Andy Cooper, assistant producer Rick Comrie and sound
years and led the Government Relations for the Agricultural
engineers David and Paul Mendez. The team shadowed
Council of California for seventeen years.
creative director and principal instructor René van Rems
AIFD, guest instructor Tony Alvarez AIFD and the symposium
Endowment Establishes Dillon Tribute
participants for seven days.
The American Floral Endowment has established the Douglas
Art director Cindy Cochran worked with nine international
K. Dillon Memorial Tribute, after receiving a $1,500 donation
models to style the atmosphere for the floral styles created for
from the board of directors of Hortica Insurance. Dillon, who
the book’s 25 chapters. Companies contributing to this two-
passed away in September 2010, was a great supporter and
year promotion included Sun Valley Floral Group, Resendiz
active member of AFE.
Brothers, Mellano & Company, Dramm & Echter/Fox Point
Farms, Passion Growers, Dos Gringos, William Puckett Ferneries,
van Rems Designs Flowers,
Book and TV Documentary
Paradise Floral Farms, Hawaiian Tropical Flower Council/Green
Point, Hawaii, Design Master Color Tool, Chrysal USA, Smithers-
It was the designing of real flowers, reality TV, an amazing
Oasis, Syndicate Sales, Fitz Design and Amy’s Orchids.
See below for details about the book (release date: May 1,
and book-signing event for lovers of bridal flowers. The San
2011).
FO R
Y O U
BOOKS
book and the start of the ultimate educational road show
René’s Bouquets for Brides By René van Rems AIFD
The elegance of René van Rems’ exquisite designs for the bride and her most memorable event
are showcased in this extraordinary resource for
the floral industry and consumers. Twenty-five
chapters of stunning, large-format photos and detailed close-ups feature bouquet styles with new
twists in this hardcover, 12x12” book. New haute
couture, fashion-forward cascading bridal bouquets and major modeled bridal gown styles with
appropriate flowers and bouquet styles make this
T H E B LO O M I N ’ N E W S book a unique selection sales tool. René van Rems,
the Dutch-born, California resident designer and
author, known to many Bloomin’ News readers,
also includes a step-by-step, how-to designer’s
handbook. Twenty-four of van Rems’ students,
who also participated in his Master Symposium in
January, helped produce the book and a film for
PBS television. Available after May 1, 2011, at www.
Renévanrems.com bookstore for $49.99. The first
100 books will be autographed.
7
MAR – APR 2011
Potpourri
Ecke Expands in Guatemala
ranges in Guatemala will get new plastic to raise light levels
and increase overall quality. Ecke owns more than 5.4 million
square feet offshore and is ranked number 5 in Greenhouse
Grower’s “Top 100 Growers” in 2010.
AIFD-SW Presents Wedding Spectacular
The American Institute of Floral Designers Southwest Region
will present “A Wedding in the City, the Bridal Design spectacular”
on March 6. The show will be based on the style of the movie,
“Sex and the city.” For more details, call 888 962-0032.
Cal Poly Takes Viewers’ Choice at Rose Parade
Construction on Farm 3 began in December. Photo courtesy of Paul Ecke Ranch.
Ecke Ranch initiated a major expansion to its farms in
Guatemala in December 2010 with construction beginning
on a new farm. The farm will help Ecke service the increasing
needs of its large-grower customers. The initial phase will
cover about 250,000 square feet, with overall management
performed from Farm 1 which the new farm adjoins. Owner
and Chief Operating Officer Paul Ecke III is pleased that the
new generation of greenhouses will be of a new, all-metal
design from Crider Americas (USA), addressing climatic needs
well. In addition to the new farm, half of all the poinsettia
Cal Poly Universities’ “Galactic Expedition.”
Courtesy of the Tournament of Roses Archives.
Sell Your Shop Faster and for the Highest Price Possible!
Cal Poly Universities won both the Viewers’ Choice Award
and the Fantasy Award in the January 1, 2011 Tournament of
Roses Parade. Titled “Galactic Expedition,” the float depicted
seven childhood friends building the rocket ship of their
dreams. It featured an operating crane, a spinning planet and
tools and toys situated on an airy cloud high above the earth.
Available for Sale!
It was covered by more 12,000 roses, 8,500 mums and about
9,500 carnations. For the first time ever, fans could cast votes
High volume shop in Orange
County, corner location, nets
over $180k.
via text message in addition to an online poll.
Calling Floral, Horticultural Researchers
The American Floral Endowment is calling for pre-posals
from researchers interested in 2012-2013 funding for
Great 50+ Year Flower Shop
next to an L.A. Cemetery, Longterm lease available, Offered at
$149,000. Owner will carry!
production and post-production scientific research projects,
or public benefits research projects. AFE’s deadline is June 1,
2011. Apply at www.Endowment.org or call 703 838-5211.
I only sell Businesses!
Sean Edelstein 949-551-2060
CCFC Aims to Supply Parade
with California Flowers
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
A December 31, 2010 Los Angeles Times article raised
questions about where all the flowers for the Rose Parade
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
T H E B LO O M I N ’ N E W S are being sourced from. The parade that began in 1890 as
a way to showcase flowers and draw attention to products
8
MAR – APR 2011
Potpourri
grown in fertile California now features floral imports. The
sized garden installations and seminars by experts. New this
California Cut Flower Commission has begun discussing with
year is a 5,000 square foot “Aesthetic Edible Garden” and a wine
Tournament of Roses Parade organizers the opportunities
tasting area. Tickets $20. For details, see SFgardenshow.com.
for the event to feature local California flowers and the farms
that supply them.
Social Media Driving Public Relations Efforts
A national survey by Cision, a leading software technology
Want to Go to Congress? Here’s Your Chance!
company, and Don Bates of The George Washington
Join members of the Society of American Florists as they visit
University’s Master’s Degree Program in Strategic Public
Washington, DC on March 14/15 to visit members of the 112th
Relations, a majority of journalists depend on social media
Congress. You’ll be fully briefed on the issues and will know
when researching stories. Some 89 percent use blogs, 65
how to talk with legislators before they head up to Capitol
percent use sites like Facebook and LinkedIn, and 52 percent
Hill with their delegation. Get to know the newbies and help
turn to services like Twitter. Although social sites don’t offer
them get to know you. “One-fifth of Congress will have no idea
fact verification, they are enjoying unprecedented popularity
who we are,” says SAF Government Relations Chairman David
with employees, friends and family members “talking” non-
Mitchell, AAF. Learn more at www.Congressionalactiondays.
stop about celebrities and products they love and hate.
com or call Laura Weaver at 800 336-4743.
Even the Society of American Florists is getting into the act.
In 2011 it will introduce enhancements to its Flower Factor
Social Media Hub – including “The Fleurtations” experts in
entertaining, interior decorating and relationships, a Wedding
Twitter Party and holiday home makeover. “The Flower Factor
Social Media Hub will be the true center of floral information
and sharing, says SAF Consumer Marketing Chairman Steve
Frye of Baisch & Skinner, Inc.
Continued on Page 10
SENDING F LOWERS TO A MERICA
The Flower Fields at Carlsbad beckon flower lovers from mid-March
to mid-May. Don’t miss this opportunity to see the amazing and
Over 100 Years of History of the
Southern California Flower Industry
colorful spectacle of ranunculas.
56
$
Faith Hill Teams Up with Teleflora
In a commercial aired during Super Bowl XLV on FOX television,
five-time Grammy Award winner Faith Hill, and Teleflora,
the world’s leading flower delivery service, announced their
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
creation of “The Collection by Faith Hill,” reflecting Hill’s style,
taste and artistry. This is Teleflora’s third year to run a 30-second
spot during the big game. Teleflora and Hill will collaborate
throughout the year on “The Collection by Faith Hill,” adding
to the assortment with a variety of elegant bouquets. Also
00
Each
(includes shipping)
The
Perfect
Gift Year
‘Round!
debuting in conjunction with Teleflora’s latest commercial was
Teleflora’s fun new “Flower Coach” iPhone application.
Send check payable to American Florists’ Exchange to:
AFE Book/Jim Mellano, 766 Wall Street, Los Angeles, CA 90014.
“Get Your Green On” in San Francisco
Also available at: www.FlowerMarketHistory.com and
main entrance of the Original Los Angeles Flower Market.
“Life in the California Garden” will be celebrated this year at
the San Francisco Flower & Garden Show, the largest, world-
Credit card payment acceptable with billing name,
address, card number and expiration date.
class garden festival of its kind in the West. Happening at the
San Mateo Event Center March 23-27, the event features 20 full-
T H E B LO O M I N ’ N E W S 9
MAR – APR 2011
Potpourri
A Color for All Seasons
Honeysuckle
Pantone Color of the Year
SAIFD Chapter Revs Up for Spring
It’s courageous, it’s confident
It’s another whirlwind semester
and it’s vital, this brave new color.
for the Shirley Haas Chapter of
Called
Pantone
Student American Institute of
has named it the 2011 color for
Floral Designers at Golden West
fashion, weddings, home interiors
College in Huntington Beach.
and packaging materials. See
The
examples of its uses at Pantone.
two advisors meet the second
com (click on the large colorful
Sunday each month and devote
banner across the top).
many more hours to promoting
Honeysuckle,
12-member
group
and
Gail Call,
SAIFD faculty advisor
and developing projects.
Lace is “In”
Last August, the new chapter hit the ground running with
Sheryl Schultz, the J. C. Penney accessories trend director,
its formidable fundraiser, selling branded items like aprons,
says we should bid farewell to spiked cuffs and army boots.
t-shirts, messenger bags and tool kits featuring a “Shirley”
“We’re ready to be happy again.” From ethereal lace dresses
poppy with vivid green script on a black background. The
to floral and lace bands and ribbons on clothing and flowers, a
students kept up the frantic pace through the holidays,
simple look becomes a masterpiece.
promoting through the campus website. St. Patrick’s Day,
Easter and other fundraisers will help fund tuition needs of the
Be Seen by Summer Brides
GWC SAIFD members to want to compete at the AIFD National
Get your shop’s website listed in bridal directories on the
Symposium in San Francisco in July.
Internet, such as: Yahoo! Small Business (Smallbusiness.yahoo.
SAIFD aims to expose
com) and Google Business Solutions (Google.com/services),
its members and the
city and regional directories (California.uscity.net/bridal),
community to higher
(Californiaweddingsandevents.com) and more.
levels of artistry in
floral
Business Design Since 1989
design.
The
Shirley Haas Chapter
will
hold
Artist
SAIFD 2010-2011 executive committee from
left, president Therese (Tee) Dryer Torres,
secretary Janet Hudson; vice president Louise
MacFarland; and treasurer Jaime Dunn.
in
its
first
Resident
program this spring
on campus, featuring
Darrell Poper AIFD
of Standing Ovation
Flower Gallery. For details about this free program and future
events, call the Golden West College Department of Floral
Design at 714 895-8330.
Software Guys Supply Flowers
for Homes, Companies
The Right Design for Your
Website, Newsletter, Book
or Company Manual
In 2009, after researching industries that needed to catch
up technologically, Bryan Burkhart and Sonu Panda started
an online, subscription-based floral business. Since the arrival
of major financing and equipment, their H.Bloom company
has been selling subscriptions to consumers at an increasing
Wordpix Solutions
rate and delivering arrangements according to customer
Contact Peggi Ridgway
preferences on a regular basis. The subscription model allows
800 200-1101 / [email protected]
H.Bloom to place accurate product orders and experience
less spoilage and unsold flowers. Subscriptions are paid for in
Producer of The Bloomin’ News
T H E B LO O M I N ’ N E W S advance, creating working capital.
10
MAR – APR 2011
Hey!
"4,'03.&--"/0$0.1"/:'-08&34'0-*"(&8)&/:06%&4*3&(3&"526"-*5:"5"(00%13*$&
Mellano & Company has a long & rich heritage of growing flowers, fillers and greens on over 400 acres in
San Luis Rey, California. As both Wholesaler and Farmer, we understand what it takes to not only grow quality
product, but also what product you’ll need and when. Plus we make sure that dedication and diligence extend
to our partner farms all over the world. Call us today at 1-800-635-5266 or go visit our newly renovated
www.mellano.com for these, and other fine, fresh, featured flowers and foliage.
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
What’s Happening
March
1
4–6
6
13
Opening of The Flower Fields, Carlsbad. 50 acres of blooms
and activities; I-5 Palomar Exit, Carlsbad. Theflowerfields.org.
Pacific Orchid Exposition, San Francisco. Call 415 665-2468 or
see Orchidsanfrancisco.org.
“A Wedding in the City,” based on “Sex and the City,” Southwest Chapter AIFD at National Orange Show Fairgrounds, San
Bernardino. Features Susie Ayala AIFD, Lorraine Cooper AIFD,
Carol Caggiano AIFD and Lori Novak AIFD. Call Michael
Quesada at 888 962-0032; or 805 729-0499.
24–28 Fresh Produce & Floral Council – Northern California Expo,
Pleasanton. 714 739-0177; FPFC.org.
World Floral Expo, Miami, FL. Worldfloralexpo.com or
Hppexhibitions.com
3
Daylight Saving Time begins
14–15 SAF Congressional Action Days, Fairmont Washington,
Washington, DC. See story inside. Call 800 336-4743; SAFnow.org.
17
St. Patrick’s Day
19–20 “Wedding Bouquet Hands-on Workshop” with René van
Rems AIFD, 9 a.m. – 4 p.m., at René van Rems International,
3260 Corporate View Drive, Vista 92081. Fee: $295. Call 888
824-7363; René@Renévanrems.com.
“Cherry Blossom Festival” at Descanso Gardens, 1418
Descanso Drive, La Canada Flintridge. Fee: $8; Call
818 949-4200; Descansogardens.org. Spring begins
20
20–23 “Testing, Testing … 1,2,3: A Primer on Using the Principles
& Elements of Design,” with Kevin Ylvisaker AIFD PFCI,
Teleflora Education Center, Oklahoma City, OK. Call
800 456-7890; Myteleflora.com.
23–27 “Get Your Green On” at San Francisco Flower & Garden Show,
San Mateo Event Center, 1346 Saratoga Drive, San Mateo.
Large garden installations from top designers, horticulturists.
Call 925 605-2923; SFgardenshow.com.
24–26 WF&FSA Management Institute, Atlanta, GA. Call
888 289-3372 or see WFFSA.org.
26
Master Gardeners visit The Flower Fields; plus fun activities
for all. I-5 Palomar Exit, Carlsbad.
25–27 AIFD Southern Region Conference presents “Botanical Arts”
with Anaheim master designer Phil Rulloda AIFD AAF PFCI and
others. Call 540 907-0606; AIFD.org;
20–23 “Build Your Own Hydroponic Spring Garden,” 9 a.m. – Noon,
San Diego Botanic Garden, 230 Quail Gardens Drive,
Encinitas. Call 760 436-3036, x.206; SDBgarden.org.
T H E B LO O M I N ’ N E W S 12
April
1
2
April Fools Day
“Make Your Own Succulent Container Arrangement,”
10 a.m. - 1 p.m., San Diego Botanic Garden, 230 Quail Gardens
Drive, Encinitas. Call 760 436-3036, x. 206; SDBgarden.org.
Tomas de Bruyne Floral Design Workshop, Camarillo ROP,
465 Horizon Circle, Camarillo, 9 a.m. to 5 p.m. Fee: $350.
Sponsored by CSFA and Camarillo ROP. Call 916 448-5266;
email [email protected].
“Prom Ready? Flowers to Wear,” with Joyce Mason-Mon3–6
heim AIFD PFCI, Teleflora Education Center, Oklahoma City,
OK. Call 800 456-7890; Myteleflora.com.
Master Gardeners visiting The Flower Fields, I-5 Palomar
9
Exit, Carlsbad.
Plant Sale by Mt. SAC hort students at Descanso Gardens. $8
10
admission. Call 818 949-4200 or see Descansogardens.org. Interactive Garden Walks begin at 10:30 at Descanso
Gardens. Registration required. Call 818 949-4200 or see
Descansogardens.org. Master Gardeners visit The Flower Fields, I-5 Palomar Exit,
16
Carlsbad.
17
Palm Sunday
Canon Macro Photography workshop, 10:30 a.m. ‘til 3:00
p.m., at The Flower Fields, I-5 at Palomar exit, Carlsbad. Free.
Earth Day
22
Easter Sunday
24
29–30 Descanso Spring Plant Sale, Descanso Gardens Lake
House Nursery, 9 a.m. to 4 p.m. Call 818 949-4200;
Descansogardens.org. Save the Dates
July 20-23, California Floral Convention, La Costa Resort &
Spa, Carlsbad, CA
September 22-25, SAF Annual Convention, Orlando, FL
November 3-5, WF&FSA Floral Distribution Conference,
Miami, FL
MAR – APR 2011
Roundabout
Mellano Holds Grand Re-Opening
Members of the Southwest chapter of AIFD started the New
Year by traveling to Phoenix for a “Special Events Tabletop Design
Competition.” We saw Tenley Young (L.A. designer who recently
won the first season of “The Arrangement” reality show on LOGOTV) and Rene van Rems AIFD quoted in Florists Review January
issue in a fun article about trends. And Debbie and Tony Alvarez
CCF AIFD together with Reina Sumabot AIFD presented an
exciting one-day “calla” workshop in Camarillo a while back. The
show stoppers were the extraordinary California calla lilies!
Kudos to Marc Byrd, whose design work for the wedding of
actors Armie Hammer and Elizabeth Chambers was showcased
Mellano & Company announced a successful Grand Re-Opening
in the Spring Wedding issue of C Magazine – California Style.
of its Los Angeles wholesale facility on Wednesday, January 5,
René van Rems is gearing up for his “Spring Wedding Bouquet”
2011. The transformation of its sales area included new access
workshop in March (see our Calendar!).
for customers to experience a walk-in cut-flowers cooler, which
Great job, Bob Mellano and Bruce Brady, on a fabulous
enables strict “cold chain management” for florals. Florists and
re-opening of the Mellano facilities at the Market in January.
designers can now view the flowers through the glass or, better,
The response from customers, employees and the wholesale
walk into the cooler to personally inspect the colorful blooms
community was overwhelmingly positive. In San Diego
and fresh greens, knowing that ideal temperatures have been
County, Mellano & Company (worldwide supplier of more
preserved from harvest to purchase, assuring longer vase life.
than seven million bunches of fresh flowers and foliage), along
Mellano has also installed a fun café and meeting area,
with Altman Plants (largest producer of cacti and succulents),
expanded their plant line and added a hard goods line. Weekly
hosted participants in SAF’s Pest and Production Management
drawings for iPods and
Conference in late February.
other popular products
The Los Angeles Flower Market is up to something innovative
have stirred up a buzz
“on the roof.” Look for details in our May issue.
among customers.
Response to the Tournament of Roses parade was
Third
generation
enthusiastic, as 23 entries floated away with trophies and awards.
family member and
Sweepstakes for the Most Beautiful Entry with Outstanding Floral
long-time Los Angeles
Presentation and Design went to Dole; and the Best Presentation
market manager Bob
of Color & Color Harmony through Floral Use trophy went to
Mellano summed up the improvements: “We are excited to make
HGTV. See the whole list at Tournamentofroses.com.
our business better for our customers. (We now offer) fresher
Mayesh held an Open House and National Design Contest,
flowers, more selection of plants, hard goods and a commitment
awarding a trip for two to Miami or Los Angeles as the grand
to filling our customers’ orders on time every time … this is a fun
prize. The event was held simultaneously on January 12 at all
start and we view it as only the beginning!”
fifteen Mayesh locations.
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The Bloomin’ News
Reach 5,000 florists and others in the So Cal floral industry!
Published January, March, May, July, September & November
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Contact: 800 200-1101 • Fax: 918 743-1105 • [email protected]
T H E B LO O M I N ’ N E W S 13
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MAR – APR 2011
White House Florist |
continued from page 1
Rowe’s husband, seeing Mary’s apprehension about being the
buy or order flowers. The Whites were the parents of Georgia
manager of the shop, patted her shoulder and said, “You’re
Rowe, who rented the White House Florist to Mary Kwan and
going to be OK, Mary, you’re going to be OK.”
eventually sold the house property to Kwan.
Roe’s employees stayed on, key people for their roles
in design and flower purchases. Kwan learned operating
A little extra for someone
procedures, efficiencies and marketing from mentors like
Mary Kwan has her own favorites and delights among the
them and her cousin George Woo, now retired, former owner
fresh floral products at the Los Angeles Flower Market, and she
of Fritz Young Florists in Monterey, California. Woo, who
also does well at selecting flowers for anniversaries, weddings
studied floral design in Japan, first introduced Mary to the
and other special occasions. She’s earned the trust of many for
business by hiring her (part-time) in his shop. The idea that
her keen eye, her ability to choose the perfect products and
she might run her own shop soon followed. She was young,
her team’s outstanding arrangements and decor.
eager and willing to jump into a new thing.
Once, a father and daughter came in for a casket piece for
Kwan has operated her shop for 27 years and owned it since
wife/mother, a lady who had loved and grown plumeria. Mary
the late 1990s. Her loyal customers include the children and
drove to their home and cut the plumeria from the mother’s
grandchildren
of
garden. People who saw the arrangement on the casket
Rowe’s
exclaimed, “Wow! What beautiful flowers!,” and then realized
original customers.
the blooms were plumeria from the deceased’s garden, which
These
made them all the more special.
Georgia
customers
along with long-
“When you do a little extra for someone, they remember you,”
term
employees,
says Kwan. She is often given the task of selecting all the flowers
suppliers and ven-
for a funeral arrangement, by customers who know her work
dors, make up the
well. On her floral order forms, they simply check the item that
White House Florist
tells the florist it’s “your choice.” Others say, “Just let Mary do it.”
team.
Georgia Rowe is still remembered for her love of flowers
“I was lucky,” she says today. “We were like a family.” A family
and the momentous contribution she made to Mary Kwan’s
that included employees with unique talents, knowledge and
business and career. Since her death around eleven years ago,
skills, such as Shirley Petroski’s “beautiful voice and way with
Mary has been taking flowers to Roe’s grave several times each
customers,” which was “a blessing for more than 20 years;
year, just “because
and (current employee) Fernando Salguero is very good
Georgia would like
with customers, and super designers Mee Hong Yu and Ai
them.”
Ya Yu.” Mary’s husband, William, cheerfully helps in the shop
Others who recog-
every morning. This is a team that pitches in and decorates,
nize Kwan’s deft touch
changes the décor in keeping with the seasons, and does
and talent in floral
what’s necessary, without question.
design and selection
offer comments on-
One up on the recession
line (Yelp.com; insider
A core group of dedicated employees is essential for a shop
pages.com) like “the
that rarely has a “slow” period. White House Florist sits on a half
best florist you will
acre of land on busy Flower Street in Bellflower, handles heavy
ever find,” “her flowers
holiday orders and orders from customers of the mortuary right
are
next door. During summer months, ordinarily slow for retail
“always so beautiful
florists, there’s a steady stream of orders from next door.
and have an added
The small, quaint nooks and crannies filled with greens,
personal touch” “she’s
day lilies, potted flowering plants, quilted pillows, gift items,
amazing and friendly,” “great florist!,” and “flowers that look
studio, cooler and counter, were once rooms in a house.
twice as expensive.”
White’s Mortuary owner Mrs. White also owned the house
These much deserved tributes reflect the amazing growth
and converted it to a floral shop to meet the demands of her
and artistry of the once young flower lover who had little
mortuary customers who frequently asked where they could
experience but a whole lot of ambition and ability.
T H E B LO O M I N ’ N E W S 14
on
sterioids,”
MAR – APR 2011
You can’t drop-ship
artistry.
Florists lose $500 million every year to drop-shippers.
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