Floral

Conference to explore 6 key shifts shaping floral's future

Tue, 23 Apr 2024 17:05:30 GMT

The International Fresh Produce Association says floral marketers attending The Floral Conference in Miami will take a deep dive into six critical shifts that will influence the floral industry over the next three to five years.

The June 18 event is set to offer an interactive experience into the future of floral and how participants can leverage research to drive change and prosperity, according to a news release. The conference connects the full floral supply chain with each other and with new information intended to drive success for companies and the industry.

IFPA says it worked with marketing data and analytics firm Kantar to understand consumer behavior and greater floral sales.

“Our goal with this conference and this research is to offer actionable insights participants can use to grow their businesses,” IFPA Floral Director Deb Zoellick said in the release. “We wanted to give attendees access to future-facing opportunities for floral. Building on this research, they will explore these six key growth areas shaping their future. Through this interactive session, participants will discuss strategies to boost consumption.”

The six areas are, according to IFPA:

Blossoming everywhere — Tap new channels and partnerships to make sure flowers are always within reach of the shopper.
Flower power —Use flowers as a natural way to combat anxiety and boost mood, helping people feel and perform their best.
Experience ambassadors — Reimagine the role of the employee and create a long-term career path that rewards ambition and artistry.
Augmented arrangements — Leverage digital tools to equip consumers with greater knowledge and insight.
Flowers for all — Reach out to untapped consumer groups and bring the beauty of flowers to a more diverse set of consumers.
Sustainable stems — Provide compelling evidence of industrywide commitment to sustainability through storytelling and clear-impact labeling.

“The Miami conference is the only place every link in the floral supply chain can come together and apply this research to today’s business,” Zoellick said. “When we match smart floral marketers with deep consumer insights, we can create the change that drives our industry forward.”

Registration for the limited-attendance conference is open.

Giant Food florists weave Preakness Stakes winner horse blankets

Fri, 29 Sep 2023 19:35:15 GMT

When Kathleen Marvel took a job as a supermarket florist, she didn’t expect her creations would be seen on TV by millions worldwide.

But then Marvel was transferred to Giant Food’s Baltimore store location closest to the Preakness Stakes, the American thoroughbred horse race held annually at Pimlico Race Course, and near the Black-Eyed Susan horse race leading up to it. The Preakness Stakes is one of the Triple Crown of races a horse can win in one season, along with the Belmont Stakes and the Kentucky Derby.

Florists at that Giant Food store create the floral blankets that adorn the winning horses, photographed and televised in the winning circle.

And that’s when Marvel’s job became a bit higher profile.

“My family and I watch it every year. I still get goose bumps every time. I feel like I’ve touched a piece of history,” she said.

Marvel and three other florists work together for eight hours to make one blanket.

The florists who worked on both race blankets include Mary Pat, Joann Heil, Jennifer Gobble, Veronica Worsley, Kim Greenblatt, Gina Balzano, Kathleen Whaley Marvel and Patricia Dryer.

First, they cut the flowers, then fasten a wire to the stem before weaving each flower to the matting. They do this painstaking process “over and over and over” until the matting is filled, before sewing felt onto the back of the matting, Marvel said.

Giant Food florists have been weaving these winning blankets for more than 26 years, incorporating more than 6,000 flowers hand-stitched by a team of in-store florists.

They work on the open floor of the store where shoppers can see.

“We get lot of repeat visitors and picture-takers,” Marvel said. “Also, many people are first-timers and can’t believe we make it.”

During the two days the florists worked on the blankets for the last Preakness Stakes on May 20, the local press came to cover it, said John Dunkin, Giant Food’s floral category manager.

“It creates, honestly, an awesome environment to see and a rapport with the customers,” Dunkin said. “It’s really a neat experience to watch how they do it, how they work together as a team; it’s 4-feet-by-6 or 7 feet. They hand-cut each stem to size. It’s really meticulous handwork that goes into it, and seeing the customers come in, being part of it, watching and the who kids come up — it’s really neat.”

Giant Food sources the flowers from Gems Group, which uses a nearby farm in Virginia. They can’t use black-eyed susan flowers, the Maryland state flower, because of the timing of the race doesn’t match its growing season, so they use viking mums, which look similar.

This race is important to the community, and for Giant’s florists to participate in such a way shows how the supermarket is part of the community fabric as well.

“It’s great for us to be involved in the community and to let everyone know that Giant can take care of all your floral needs,” Marvel said.

Did you know?

The Black-Eyed Susan Stakes takes its name from the Maryland state flower. The Preakness Stakes is named after the horse that won the Dinner Party Stakes at the track in its opening year, 1870. The Minisi, a northern New Jersey tribe of Native Americans, used to call their area “Pra-qua-les,” which meant “quail wood,” according to “13 fun facts about the Preakness Stakes” on WBAL-TV 11 . After a series of spellings, the name eventually evolved into Preakness. A thoroughbred owner liked the word and named his New Jersey and Kentucky farms “Preakness.”

Floral collection by Lisa Vanderpump coming to Kroger stores

Thu, 22 Aug 2024 19:13:05 GMT

The Kroger Co. has launched Vanderpump Blooms x Bloom Haus, a floral collection curated by businesswoman, TV personality, author and philanthropist Lisa Vanderpump. Available exclusively at Kroger stores beginning Sept. 4, the collection brings Vanderpump’s trademark elegant aesthetic to life with floral arrangements, according to a news release.

“We could not be more thrilled to collaborate with Lisa Vanderpump to launch this expertly curated floral collection, giving longtime customer favorite, Bloom Haus, a touch of flair and elegance emblematic of the signature style Vanderpump fans know and love,” said Dan De La Rosa, Kroger group vice president of fresh merchandising.

The collection features bouquets and ready-made floral arrangements in custom vases, available in a variety of colors and themes for any occasion or special gift, the release said.

“I think anybody who has followed me for years knows that I love flowers, as they’ve seen in my restaurants and how I live my life, so to create a flower brand with Kroger is an absolute pleasure,” Vanderpump said. “Flowers bring immense life and joy to a room, and I have had so much fun designing and creating these bouquets and arrangements. It’s been a passion project, and I am excited to share it with the world.”

Vanderpump Blooms x Bloom Haus products will debut seasonally and include:

Vanderpump Blooms x Bloom Haus Perfectly Peach bouquet or floral arrangement — A dreamy palette of soft pastels, available in a custom Vanderpump ceramic French urn.
Vanderpump Blooms x Bloom Haus Royal Garden bouquet or floral arrangement — A majestic medley of rich purple hues, complemented by verdant greensl, available in a violet glass vase.
Vanderpump Blooms x Bloom Haus Signature Pink bouquet or floral arrangement — Designed to match the sophisticated colors that Vanderpump loves, her signature pinks range from delicate pastels to rich hot pinks, available in a custom Vanderpump glass urn.
Vanderpump Blooms x Bloom Haus Villa Blanca bouquet or floral arrangement — A classic white spray chrysanthemums, oversized mums, garden greens and ivory roses brought to life with cream sunflowers, available in a glass vase.
Vanderpump Blooms x Bloom Haus Crimson Romance bouquet or floral arrangement — Burgundy chrysanthemums, heirloom raspberry carnations and the richness of red roses, available in a glass vase.
Vanderpump Blooms x Bloom Haus Autumn Extravagance bouquet or floral arrangement — Inspired by seasonal tones and textures, boasting roses, cremons, carnations, pompons and hydrangeas combined to evoke the comforting essence of fall décor, available in a vintage glass vase.
Vanderpump Blooms x Bloom Haus Violet Elegance bouquet — A lavender bouquet designed to bring a sense of delicate charm to any occasion.
Vanderpump Blooms x Bloom Haus Pandora Pink bouquet: — A delicate collection of pinks and lavender, this bouquet is a subtle expression of perfect, pretty pastels.

Boasting statement flowers and stunning greenery, the collection presents an easy way to achieve Vanderpump’s signature style at home, according to the release. Vanderpump Blooms x Bloom Haus bouquets can be placed directly into a vase, or customers can style the flowers by following a QR code to view step-by-step video tutorials instructed by Lisa Vanderpump. For a no-fuss, ready-for-display option, customers may purchase floral arrangements already in custom vases designed or selected by Vanderpump.

Vanderpump Blooms x Bloom Haus can be shopped while products last exclusively at Kroger stores and on Bloom Haus through Door Dash and Uber Eats, the release said.

PMA campaign addresses consumer COVID-19 concerns

Tue, 15 Nov 2022 07:38:43 GMT

The Produce Marketing Association , citing misinformation about produce and the industry in the COVID-19 crisis, is launching a campaign to connect directly with consumers to assure them produce is available and safe.

The association announced the program in a video featuring CEO Cathy Burns, Joe Don Zetzche, PMA chairman and director H-E-B’s Bloom Floral Shops, and Lauren Scott, PMA chief marketing officer.

The campaign will be promoted through PMA’s Joy of Fresh tagline.

“I want to reinforce the important role of our members and our partners will play in amplifying our industry’s message,” Burns said in the video. “Now more than ever, we need our unified voices heard to help consumers understand the important and critical role produce and floral play in health and wellness.”

Zetsche said PMA members requested such a program, ranging from “education to creative, inspiring ideas.”

“Listening to the voice and the needs of the consumer will guide what we need to address and celebrate,” he said in the video. “While many stories about our industry are positive, some advice I’ve seen given to shoppers, especially in recent days, is alarming and incredibly inaccurate.”

Scott said Joy of Fresh has three key components:

Monitor consumer sentiments to address issues and share industry stories;
Work with industry and media to amplify importance of produce and floral; and
Provide information and tools to members.

PMA will make the campaign resources available to members on the a password-protected webpage .

“I know that to be trusted, credible, a voice to consumers now, will give us an incredible opportunity for stronger, deeper relationships tomorrow and in the months ahead,” Zetzche said.

Related stories:

PMA schedules more COVID-19 virtual meetings for members

PBH promotes fruit and vegetables in a time of consumer fears

No reason to avoid fresh produce during outbreak

PMA celebrates anniversary of Virtual Town Hall and returns to SXSW

Mon, 22 Mar 2021 20:25:17 GMT

The Produce Marketing Association will mark its one-year anniversary of its weekly Virtual Town Hall series with a special South by Southwest edition on March 24 at noon Eastern.

“Our Virtual Town Hall series has become a weekly signature touchpoint for our members to gain insights to drive their business and connect with each other,” PMA CEO Cathy Burns said in a news release.

“I am incredibly grateful to every panelist and attendee over the past 12 months for sharing their knowledge and perspectives with our community, as well as the PMA and Center for Growing Talent teams for their ability to pivot and create new value and experiences.”

The Virtual Town Halls were initially created to help the industry address the multiple layers of disruptions created by the COVID-19 pandemic, according to the release.

The series featured experts from in and outside of the industry including industry veterans like Bruce Taylor, Tim York, Joe Don Zetzsche and Adrielle Dankier along with U.S. Department of Agriculture representatives, data experts from Euromonitor International and more, the release said.

The first Virtual Town Hall attracted almost 700 attendees and by the second week, the participating members had grown to almost 900, according to the release. Through 48 Virtual Town Halls, more than 6,750 individuals across the global retail, foodservice and floral supply chains have joined a PMA Virtual Town Hall, according to the release.

PMA has created a video recap of the year of Virtual Town Halls that can be viewed here .

Over time, the Virtual Town Hall topics evolved from the urgent needs during the COVID-19 crisis to more future-facing topics such as the coming edition on Culture Updates from SXSW, according to the release.

“PMA continues its work to connect the produce and floral communities with the world and along with our members, deepen our understanding of culture and its impact on our industry,” PMA chief strategy and membership officer Lauren M. Scott said in the release.

“Themes of embracing change, the evolution of societies and spirit of creativity permeated throughout the SXSW conference this year. It’s clear that culture does not stop because of a global pandemic ... it’s defined by it.”

SXSW is billed as a “destination to discovery” and typically takes place each year in Austin, Texas. For the past several years, PMA has attended and hosted an activation that invites consumers to explore the Joy of Fresh and all of the delightful and healthy aspects of produce and floral, according to the release.

This year, the event was held virtually and several PMA members attended educational sessions to learn, listen and report back on the conversations that are happening. The March 24 Virtual Town Hall, the release said, will be an opportunity for those members to share back the cultural and consumer trends that will continue to shape the U.S. and the industry.

Participants in the SXSW Virtual Town Hall include:

Jan DeLyser, vice president of marketing, California Avocado Commission;
Craig Slate, president and CEO, SunFed;
Adam Cooper, senior vice president of marketing, The Wonderful Co.;
Christina Ward, senior director of global marketing, Sunkist Growers;
Elena Ozeritskaya, founder and managing director, Fresh Insight;
Erin Esensee, BLOOMS Business Unit Director, H-E-B;
Marc Oshima, co-founder and chief marketing officer, AeroFarms; and
Lauren M. Scott, who will be the moderator of the session.

Register for the Virtual Town Hall here.

Floral Marketing Alliance will launch with new association

Thu, 28 Oct 2021 23:40:00 GMT

International Fresh Produce Association Co-CEOs Cathy Burns and Tom Stenzel were joined by industry leaders to share updates about the new produce and floral association.

During the briefing, IFPA Executive Committee member Dwight Ferguson shared that the Floral Marketing Alliance will launch with the new association in January 2022.

“International Fresh Produce Association will be the association for the floral marketing community that has been growing since the 1970s,” said Ferguson, president and CEO of the California Agricultural Leadership Foundation.

“In launching the Floral Marketing Alliance, we are furthering our commitment to the floral community and formalizing our role as an association representing our floral members across the supply chain by actively partnering with organizations who promote the consumption of mass-market floral.”

The Floral Marketing Alliance will be driven by the highly engaged Floral volunteers and will be an addition to the portfolio of programs, resources and insights the committee generates for the industry. There will be further details for members on how to volunteer to support the programs and initiatives supporting the floral industry.

In addition, the floral community will be represented on the International Fresh Produce Association Board of Directors by industry leaders Carlos Oramas, CEO of Gems Group, Inc.,
and Debora Steier, Vice President of Floral at Albertsons Companies.

Floral members are encouraged to mark their calendars with at least 4 events in the coming year where the industry can come together and connect with new partners, hear about the latest research, and discuss industry efforts to address challenges facing the mass-market floral supply chain.

These events include:

January 7 – Floral Buyer Sourcing Meetings;
March 29 – The Floral Conference, Anaheim, California;
May 24 – The Floral Conference, Miami, Florida; and
October 27-29 - The Global Produce and Floral Show, Orlando, Florida.

‘You need to be there,’ says IFPA CEO Cathy Burns

Wed, 05 Oct 2022 18:31:08 GMT

The wait is nearly over. The inaugural International Fresh Produce Association Global Produce and Floral Show is set to take place Oct. 27-29 in Orlando, Fla., and the industry is energized to engage.

Not only does the show mark the first October event since the Produce Marketing Association and United Fresh Produce Association joined forces as IFPA, it’s also the first in-person event of its kind since 2019, as PMA Fresh Summit was forced to cancel in 2020 due to the COVID-19 pandemic and again last year, as a result of Hurricane Ida.

The Packer recently connected with IFPA CEO Cathy Burns to learn what’s in store for attendees and exhibitors at this much-anticipated show.

The industry is clearly eager to experience the first IFPA Global Produce and Floral Show. To what do you attribute the enthusiasm and what are you personally most looking forward to at the event?

Burns: For one, it will have been far too long since the global fresh produce and floral community gathered in October so there is a strong demand for an experience that brings the whole supply chain together. Plus, the Global Produce and Floral Show will make its debut so there’s additional anticipation and excitement.

Our volunteer leaders, along with staff, have taken particular pride in crafting the program. Personally, I’m looking forward to all of it. It will be a celebration of being back together after the challenges of the past two years and an opportunity to set our course for the future. Our industry works tirelessly to provide nutritious and safe products to those around the world, an especially important role when considering the global health crisis we are facing. We must continue to discuss solutions to our industry’s most pressing issues — the Global Produce and Floral Show is the place to do just that.

How will this show compare to past PMA Fresh Summits? What’s new, different and not-to-be-missed this year?

Working together, our volunteer leaders and staff have really pushed their creativity to new levels to make the Global Produce and Floral Show different than what our legacy organizations provided the industry.

New this year, we will grow audiences by growing access to the expo and incorporating members’ communications teams.

For example, the expo has been reimagined to answer the feedback we have heard from members. Many who attend and exhibit at the show also would like to meet with business solutions providers, [so] we’re opening the Business Solutions Providers segment of the show floor for two hours on Oct. 27, directly after the CEO Panel General Session, and it will remain open from 2:45-4:45 p.m.

Also included in the Business Solution Provider segment will be the Food Safety and Tech X-Change and FutureTech Pavilions. All of these areas will be open during the early preview.

The FutureTech Pavilion and the Food Safety and Tech X-Change feature the newest technology solutions that can be used to solve the industry’s most pressing challenges. Included in this segment will be the winners for the 2022 Fresh Field Catalyst Accelerator Program who have existing solutions, but have spent the past few months getting to know the produce industry.

With regard to incorporating members’ communications teams, we are also hosting our first Communications Conclave to galvanize our members around the messages that will help drive consumption of produce. Now’s the time for the industry to advocate for the world to invest in health — not just healthcare.

This program is specifically open to the executive communications team members and their company leaders, who are invited to join us for a lunch and a workshop on Oct. 27, and come together to create a network and a plan to move the industry forward.

No one company can change the trajectory of our produce consumption, but speaking with a unified voice can help us actually move the needle. This event is just the beginning of a new community with more connections throughout the year to come.

The Education Festival at Global Produce and Floral Show invites attendees to say, “goodbye to traditional workshops.” What are some highlights the industry can expect from these sessions and how do they represent a new-and-improved education model?

Immediately after the State of the Industry session and before the CEO Panel, we will host the first Education Festival. This will be a fully immersive experience taking advantage of the entire conference hall space near the general session rooms. We got creative with the delivery of our content, focusing on an inclusive experience where attendees can enjoy a little bit of everything.

The Education Festival will offer a mix of stop-in sessions, passive experiences, a strolling lunch and 30 minutes of fast-paced live sessions in essential topics like the advocacy bootcamp, modern agriculture, consumer trends and more. Instead of limiting the people to one or two sessions that resonate with them, we are offering a menu of options and experiences to meet their needs. We hope this exciting new format will provide something for everyone and set the tone for IFPA’s education model moving forward.

There are some big names on the speaker roster this year — Jose Andres and Marlee Matlin. What do you think IFPA attendees will learn from these trailblazers?

In alignment with IFPA’s big three strategies of advocate, connect and guide, it’s been our intention to create an inspirational program that brings the world to our industry, while at the same time, we’ve been working to bring our industry to the world. Chef Andres and Marlee Matlin are well-respected in their fields and will share insights that will challenge conventional thinking around topics like food, nutrition, hunger and leadership.

As for what specifically attendees will learn; you need to be there.

What do you hope attendees will take away from this event?

When IFPA was launched in January, we did so with a commitment to a transformation not just an iteration. Everything we do IFPA, and by extension the Global Produce and Floral Show, is ultimately in service of driving consumption, because we know that our products across the produce and floral supply chain are essential to living a full and vibrant lives and are at the center of all conversations around health and nutrition security. We want our member community and industry to come away from the event fully understanding how, together, we will change the trajectory of human health worldwide and how the organization stands as their impactful champion by removing barriers and fostering connection to drive business and members’ prosperity.

Retailers expect big things from IFPA Global Produce and Floral Show

Tue, 15 Nov 2022 07:25:47 GMT

The International Fresh Produce Association Global Produce and Floral Show is taking place later this month and excitement is already in full bloom. The Packer recently connected with retailers planning to attend the much-anticipated show to learn what they hope to gain from the Orlando event.

Marc Goodman is the director of produce and floral for Morton Williams Supermarkets, Bronx, N.Y., which has 15 stores in New York City and one in New Jersey. He has high expectations for the IFPA event.

“It’s good to get back to shows,” he said. “I’ve been going to shows but the turnouts haven’t been great. It’s good to see people you’ve been talking to on the phone and emailing [but] haven’t seen for a couple of years.”

The networking is important, Goodman added. “This business is all about relationships so it’s good to have a face to the voice or a face to the email.” Most of these people you see once or twice a year. It’s nice to see people I’ve known for a long time, and good to meet new ones, too.”

Michael Emery, produce category director for 185-store Hannaford Supermarkets, Scarborough, Maine, will attend the show and is “most excited about connecting with our vendor partners, and seeing what new trends and products are being developed for the produce industry.”

Discovering innovation from both a product and technology standpoint is propelling Jeff Cady, vice president of produce and floral, Tops Markets, Williamsville, N.Y., to the IFPA show this year.

Chris Keetch will represent The Giant Company of Carlisle, Pa., which has 190 stores, at the IFPA show. The director of produce and floral “is most excited to connect with suppliers to learn more about their product assortment and new offerings.” The show is also, he says, “an opportunity to learn about innovative technology and practices that will strengthen our commitment to deliver fresh, high-quality produce to our consumers.”

The IFPA show will be especially exciting for Hy-Vee, West Des Moines, Iowa, because two produce managers will be receiving Produce Manager of the Year awards. This is “such an incredible honor,” says Jeff Mallory, vice president of produce for the company, which has more than 285 stores.

Mimmo Franzone, vice president of merchandising for 38-store Longo Brothers Fruit Market in Ontario, Canada, is most excited about “reconnecting with all our industry partners that we haven’t been able to connect with in person for the past couple years.” He also really enjoys seeing “the new and unique products our industry has to offer.”

Andrew Reist, the produce buyer for the two-store Jungle Jim’s International Market, which is headquartered in Fairfield, Ohio, is looking forward to talking to growers about crop updates, he says. “With the record heat, water shortage, and continuing strain on the supply chain, the future in the produce industry is very fluid. As a buyer, I need to nail down some complex commodities with future ad planning and department sets.”

New finds

Goodman doesn’t attend shows expecting to find anything specific, but he is on the hunt.

“Usually something comes up from talking to people,” he explained. “You often find something, a new item, or a new person for an old item. I look for new items and trends. I keep my eyes open for anything, and usually find something.”

Convenience will be at the forefront of Emery’s mind as he scours the show floor, since that’s what he says Hannaford customers are looking for. He also hopes to find products and packaging that support the company’s sustainability goals.

Trade shows such as IFPA are invaluable for Hannaford, said Emery. “Our team has found a great deal of benefit in the educational sessions available at trade shows, which provides us with a deeper understanding of the produce industry’s ever-changing landscape and helps us plan for the future. We also enjoy getting a first-hand look at innovation underway in the industry, as well as being exposed to new suppliers or products we can share with our customers.”

Jungle Jim’s Reist says his focus “will be on packaging and product sustainability.”

Sustainability is also going to be top of mind for Hy-Vee’s Mallory. “There are some speakers focusing on sustainability in packaging,” he said. “This is something we have had a lot conversation about and [it’s] a very important part of the future in produce.”

He also enjoys finding new products, new sizes, packages, flavors and new growth areas. “This is where we can find great ideas to plan our strategy around,” he said.

Giant’s Keetch is looking for innovative produce and floral products “that meet the need of our customers and their lifestyle trends. We are looking for innovative products that will create meaningful meal experiences, no matter where or when families are able to gather around the dinner table.”

Franzone gets a kick out of finding products “that are truly unique and can really differentiate us in our very competitive market,” he says. “Over the years it’s consistently been our primary goal when attending the show.”

Relationship building

Keetch looks forward to connecting with suppliers “to learn more about their capabilities to deliver quality and consistent service on items.” He also hopes to see new products, packaging, and innovation that will inspire new in-store offerings.

“Connecting with suppliers gives us the opportunity to understand and better align our efforts to meet customer needs,” said Keetch. “Reviewing products in person gives us the opportunity to ask questions and gain valuable feedback to better understand products, product benefits, and how we can best tailor product offerings to meet the needs of today’s consumers.”

Tops Markets’ Cady agrees, since he hopes to experience “new products, networking and brainstorming with peers to drive sales for the foreseeable future. It will be interesting to see how the flow of the show goes,” he adds.

Mallory says he always finds new trends at shows, and he loves networking with new suppliers. “You can always learn something new about our industry even with just a 10-minute conversation,” he says.

He says he typically finds new partners and great deals from existing partners. “The innovation and fresh ideas have always been amazing at shows over the years,” he said.

Even though he works with fruits and vegetables, Franzone says he’s really in the relationship business.

“The products and stories, behind the faces and companies we deal with, are what drives the sales and consumption of produce,” said Franzone. “Continuing to build on the strong relationships we have and starting new ones that can grow into similar stories, are priceless when it comes to attending trade shows.”

Jungle Jim’s Reist is excited “to see what new tech is hitting the industry, fueled by new market data and statistics on current agriculture in real-time, he says. This will include innovation, new merchandising techniques, and new logistical options.

But networking and building relationships with growers and shippers is really important, too, he points out. “This is such a non-face-to-face industry; we do quite a bit of buying over the phone, email and text, and it’s hard to build relationships over those platforms. You need a more personal relationship with the growers and shippers for when there are the eventual quality problems we all face. When [things happen] you have to have a good relationship with them, and you have to have trust both ways.”

A new beginning

Reist is keen to get to the show. “The floor plan is intense; I’m excited for some of the talks, and I can’t wait to see what new ideas I can garner and bring back to my stores.”

“These two organizations, [referring to PMA and United Fresh] together will form the best show we have ever seen,” says Hy-Vee’s Mallory. “I am very excited to attend this year. The information and experience will definitely have a positive impact on our company.”

Franzone agrees. “I’m super excited to see what these two great associations have come up with for The Global Produce and Floral Show. I’m also super confident that the show will be the best yet and the industry will continue to flourish after our time in Orlando.”

Get ready for roses and the Valentine’s Day rush

Wed, 18 Jan 2023 13:08:02 GMT

“But he who dares not grasp the thorn
Should never crave the rose.” ― Anne Bronte

It’s that time of year again.

Time when every red-blooded American male starts to sweat about what to buy their sweetheart for Valentine’s Day. Most guys I know (including yours truly) don’t really think about Valentine’s Day until, oh, the day before or even wait until the last minute on Feb. 14. It’s panic mode at its finest. I remember one store manager gleefully saying, “For one day, everything with a flower will sell.”

What does produce have to do with this? Everything. After all, most produce operations help oversee the floral end of things as well, due to tradition, the perishable aspect and logistics. Day in and day out, produce directors or supervisors are smart enough to allow the floral specialists to do their thing, and for the most part they do it quite well.

However, floral holidays tend to be all-consuming. The “season” of holidays in floral run something along this timeline gauntlet: Valentine’s Day, Easter Sunday, Mother’s Day, Memorial Day and outdoor bedding plant season. There are other notable floral days of course, but these are the biggies, and perhaps none are as big as Valentine’s Day, if only due to all the red-blooded males who procrastinate and stores being overwhelmed the day before and the day of the big lover’s to-do.

What are the two big issues necessitating that we help our floral mates handle it all? A lack of labor and the sheer volume of product in a tight time window.

Related: Read more insight from Armand Lobato

Most of the product by now has long been committed for and shipped into storerooms and coolers, weeks ahead of when the “real” volume hits in the final week leading up to Feb. 14. Most floral departments are managed with perhaps just a few people at most, with miniscule-sized coolers and storage space.

A good produce supervisor, store manager and produce manager should be working out a schedule now to help. A good start would be to schedule a few additional shifts from produce or other nonfloral departments in the coming weeks, as they can help break down cases of floral goods: plants, cut flowers, greenery, miscellaneous gifts, bears, balloons and more. It all must be unpacked and stocked, not only in floral but wherever the store can share extra storage and prominent display space.

A good approach also includes an aggressive labor plan going into the final few days before Valentine’s Day. Extra hands to help manage debris, prepping and helping with floral arrangements, pricing, cleaning and anything else that comes up.

The most successful retail operations will set up one to several temporary checkout stands with additional cashiers, these devoted to floral purchases a few days prior to and during the Valentine’s Day rush. This is an enormous help as customers will line up early. It’ll stay that way throughout the holiday. This helps keep the lines moving and takes pressure off your regular grocery customers in the process.

The best person to consult ahead of time is obviously your floral and store managers. Again, this doesn’t have much to do with fresh produce, and you’ll hear the old wisecrack, “The only flower I really know anything about is cauliflower.” However, this is a whole-store effort, and a valuable part of what produce oversees — so it’s wise to roll up those sleeves and lend a helping hand.

Just take care to mind those rose thorns.

Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.

Castellini Co. expands, combines three companies

Fri, 13 Nov 2020 06:40:48 GMT

The Wilder, Ky.-based Castellini Co. has “re-branded” and consolidated three companies — including Independence, Ky.-based Crosset Co. and Dry Ridge, Ky.-based Grant County Foods — under one new Castellini umbrella and location, as well as expanded the Castellini facility in Wilder, said Thomas Federl, communications director.

“The goal of the expansion and unification was to simplify Castellini’s entire supply chain for the benefit of its cus-tomers and the company’s future,” he said.

“Consolidated inventories speed turnover, while clarity in grower/buyer strategies aligns Castellini’s interests with its customers.”

Later in 2020, the company also will introduce a newly designed warehouse management system (WMS), as well as its own custom operating system, Federl said.

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Castellini Group of Cos. enhances facilities, technology

International Fresh Produce Association hires new floral program director

Fri, 03 Mar 2023 14:34:01 GMT

The International Fresh Produce Association has named Deborah Zoellick as its new director of floral programs.

Zoellick previously served as a sourcing manager for Walmart and has almost two decades of floral expertise, according to a news release. She succeeds longtime IFPA staffer Becky Roberts, who retires in March 2023.

“I am beyond excited that IFPA’s floral community will have a new staff leader who matches Becky’s enthusiasm for, and understanding of, the nuances and intricacies of the cut flower and plant supply chain,” IFPA CEO Cathy Burns said in the release. “Deb will provide valuable line-of-sight to the issues facing floral today and leverage an established worldwide network of connections to bring more value to our floral membership.”

IFPA has prepared several upcoming programs over the next few months to give its floral members resources to grow their businesses. These include the Floral Conference in Anaheim on March 7, a floral virtual town hall featuring the experts from Pantone on March 22 and the Floral Conference in Miami on May 23.

“It’s always been said that, once you’re in the produce and floral community, it’s hard to truly say goodbye. While I’ve enjoyed the last six months of retirement, I felt floral calling my name and wanted to find an opportunity to give back,” Zoellick said in the release. “I’ve known Becky for years and appreciate and respect the commitment IFPA (and legacy PMA) made to floral. Now I have a platform to further enhance that commitment and help grow opportunities and connections for the global floral industry.”

Zoellick will attend the upcoming Floral Conference in Anaheim. The topic of this year’s event is on consumer trends research, and Chris Carbone of Kantar will present six areas of opportunity for the floral industry.

“The floral industry is a key component of the fresh supply chain and the community and our members are an integral part of the IFPA,” IFPA Chief Membership Officer Miriam Wolk said in the release. “We are excited about Deb’s experience and passion for the floral sector and look forward to working with her to build value for the community. We’re also grateful to Becky for her many years of service and leadership.”

IFPA conference aims to boost non-holiday floral sales

Mon, 18 Dec 2023 22:01:56 GMT

How can retailers boost floral sales during non-holiday periods? The International Fresh Produce Association aims to help drive everyday floral sales by focusing on tools and resources for non-holiday sales at The Floral Conference – Anaheim, Calif. , Feb. 27, 2024.

“Shoppers are used to including flowers and plants in their holiday plans — from Valentine’s to Mother’s Day to year-end festivities,” IFPA Floral Director Deb Zoellick said. “Where retailers hit the doldrums is non-holiday times like late summer. They need data-driven strategies to encourage shoppers to buy everyday flowers — not just holiday or special-occasion flowers.”

IFPA says conference speakers and interactive sessions will address tools to help retailers craft strong non-holiday marketing and merchandising programs — tools like artificial intelligence, as well as generational marketing, especially Generation Z and Generation Alpha — and consumer trends.

“We work with our IFPA volunteers to understand what will support members as they seek to drive greater sales,” Zoellick said. “Volunteer engagement helps us focus education, insights and networking opportunities to maximize attendees’ time and take-home value from this conference.

“Members across the floral supply chain must understand consumers trends and how tools like AI and generational marketing can raise sales during a traditionally slow time for floral at retail,” Zoellick continued.

In addition to the learning sessions, conference attendees will have ample opportunities to connect with each other, according to the IFPA.

“Because this event is designed for the entire floral community, registrants will enjoy time with existing and future supply chain partners,” Zoellick said.

C.H. Robinson enhances supply chain solutions for peak floral season

Thu, 13 Feb 2025 14:33:21 GMT

C.H. Robinson says it is helping customers navigate a busier kickoff to the floral season, including leveraging a new farm-to-store floral program in Latin America to enhance its end-to-end temperature-controlled supply chain solutions for retailers.

The logistics provider says nearly 70% of florals annually move during the three-month period from Valentine’s Day to Mother’s Day, a surge posing challenges for shippers due to the globally sourced, perishable nature of the product and limited temperature-controlled transportation and storage.

And the floral industry continues to expand — reaching $9.5 billion in retail sales last year, a 47% increase over five years, according to Circana.

With 7 million to 10 million boxes of flowers moved annually, C.H. Robinson says it already has the largest temperature-controlled capacity network in North America and the expertise to enable fast, seamless handoffs across multiple transportation modes, quick pivots in times of disruption and efficiencies that drive down costs. The company says its newly enhanced consolidation program locally in Colombia and Ecuador, where 95% of all flowers are sourced, further strengthens its reach across these key origin markets, offering an additional competitive advantage for shippers.

“With Valentine’s Day on a Friday, strong early demand and favorable weather, we anticipate one of the busiest floral seasons in recent years,” Robinson Fresh President Jose Rossignoli said in a news release. “Today, C.H. Robinson provides a multitude of services for retail, grocery and growers alike to support the 2,500% surge in floral volumes ahead of Valentine’s Day. We are in a great position to help our customers navigate the uptick and any changes or disruptions they may face along the way.”

C.H. Robinson’s specialized temperature-controlled services incorporate air freight, including from Ecuador and Colombia, directly into a temperature-controlled warehouse on the Miami International Airport tarmac, refrigerated trucking capacity and direct-to-store deliveries to over 7,500 U.S. retail locations. Supported by 24/7 operations and real-time shipment visibility, these capabilities are critical for the rapid transport of a product that begins to perish the moment it leaves the farm, the release said.

“Our full suite of end-to-end transportation services really sets C.H. Robinson apart, especially in projects like this that are incredibly sensitive to time — not only in the perishable sense but also working with a very short window when consumer demand is highest,” said Michael Castagnetto, president of North American surface transportation for C.H. Robinson. “Operating in the world’s largest flower-exporting countries, we combine air operations, cold-chain warehousing in the U.S. and unmatched truckload expertise across North America. This seamless integration ensures our customers’ freight is covered from origin to final destination with confidence and ease.”