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 Dr. Terril Nell, left, and Traci Adams


Traci Adams, vice president and general manager for Safeway corporate floral, Pleasanton, Calif., has been named the Produce Marketing Association’s (PMA) “2012 Floral Marketer of the Year.”

The announcement was made during PMA’s Fresh Summit International Convention & Exposition in Anaheim, Calif., in October. The award, in its 32nd year, recognizes an outstanding floral professional who has served the mass-market floral industry with dedication and distinction.

Dr. Terril Nell, 2011 award winner and consultant to the international floral industry, presented the award to Ms. Adams and remarked, “She not only has vision but also is a master at making that vision happen. Her unique vision for floral departments has effectively raised the bar for the competition, and her creativity and innovation is reflected in cutting-edge new products and fresh marketing initiatives.”

Dr. Nell also shared that colleagues who nominated Ms. Adams commended her for her love of being a part of other people’s success and for sharing credit for achievements with the team. She is known for continually growing the floral business in sales and profitability by focusing on quality and creative packaging and products.

Her nominators also noted she has made great gains in working with suppliers on sustainable packaging initiatives and on in-house conservation, recycling and composting efforts at the corporate and store levels.

After the presentation, Ms. Adams, who began as a courtesy clerk with Safeway in 1975, shared, “It’s an honor [to receive the award],” adding, “PMA is iconic in our business as far as an organization that represents produce and floral.”

Ms. Adams also commented about one of PMA’s newest initiatives, the Floral Council: “I’m thrilled because of the efforts that PMA has been expending to floral with the Floral Council. Our industry needs one voice, one entity to finally come together, and I think the work that’s being done is going to get us there.”

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WildFlower Media Inc.