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    More than 850 floral design artists took an inspirational “Journey” together to Denver, Colo., in early July for the American Institute of Floral Designers (AIFD) 2015 National Symposium. The event, themed “Journey,” included the induction of 69 new AIFD-accredited designers, award presentations, the naming of a new president and board, the student design competition, and five days of amazing floral art. (Click here to read the whole story.)

    If you're taking advantage of the typically slower summer months to prep for the coming holiday season, check out this helpful video in which Leanne Kesler, AIFD, PFCI, director of the Floral Design Institute in Portland, Ore., demonstrates several techniques for incorporating figurines and other keepsake items into flower arrangements.
    (Click here to access the video.)

    Floral industry insurer Hortica Insurance (Florists' Mutual Insurance Company) has joined Sentry Insurance, one of the largest insurance companies in the United States.
    (Click here to learn more.)

    The Balloon Council has established Smart Balloon Practices in an effort to combat increasing challenges facing the balloon industry.
    (Click here to read the whole story.)

This chart is a live feed that tracks the current stock prices of the seven publicly traded businesses in Super Floral's "Super 10" supermarket companies, as ranked by 2013 sales. 

Walmart WMT
Costco COST
Kroger KR
Safeway SWY
Delhaize DEG
Supervalu SVU

Super Floral
magazine is a business publication for the supermarket and mass market floral industry. We are committed to providing information and strategies to help sell more products, enhance business efficiency and
increase profits.

Our team of experienced writers offer expert information on these topics and more:

• sales and merchandising techniques
industry trends and consumer statistics
marketing strategies
 • customer service
 • personnel issues
 • design
 • care and handling

We reach more than 13,000 print subscribers every month, and even more through Facebook, Twitter and our website. At Super Floral, we've got the industry covered.

Preview our
July 2015 Issue


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Super Floral • Copyright 2015
Florists' Review Enterprises, Inc.