The big news coming out of The
Super Floral Show in June in Atlanta was the announcement
that its organizers are changing the show’s name, expanding its
focus and moving it to Miami, Fla., for the next two years.
Callahan, show director, told attendees at the Welcome
Breakfast that the show will be known as the
International Floriculture Expo, and it will be designed to
serve the entire floriculture industry, “from seed to shelf.” As
indicated in a brochure created by the show’s parent company,
Diversified Business Communications, “If there is a product
associated with the floriculture supply chain, there will be an
opportunity to see it at the show in Miami.” That means buyers
can “expect to see an expanded hall featuring products for the
retailer as well as suppliers of products for greenhouse growers
and commercial suppliers.”
at the show wasn’t limited to the news about changes for next
year. In a new, compact three-day format, buyers and vendors
networked and conducted business on the trade-show floor; had a
choice of six education sessions; and heard informative keynote
presentations from Mark R. Goldston, chairman, president
and CEO of United Online, the parent company of FTD
Group, Inc., and J Schwanke, AIFD, AAF, PFCI, host
of JTV and CEO of uBloom.com. The Iron Designer
competitors again wowed attendees with their creativity. In
addition, the trade show included Africa, Florverde®, Fair Trade
Certified™, VeriFlora®, Ontario Boulevard, California and Costa
Rica specialty pavilions.
Michael Schrader, floral director at Schnuck Markets,
Inc. of St. Louis, Mo., “It was one of the most innovative
shows in a number of years. I found more new ideas on the
trade-show floor than in other years. I really thought it was a
talks about next year’s changes
Super Floral Show’s new name and mission likely have many in
the floral industry wondering what the changes mean to them.
Super Floral Retailing asked Bob Callahan, director
of The Super Floral Show—now the International Floriculture
Expo—about the changes and also about how this year’s show
Super Floral Show has a new name and a new mission. What was
behind the decision to make these changes?
The floriculture industry is very fragmented and without one
unifying message. Over the years, we listened to continuous
feedback stating the industry needs one show bringing the entire
supply chain together. International Floriculture Expo allows
this to happen. Uniting the industry under one roof will create
an abundance of new business opportunities, perhaps an
industrywide unified marketing campaign and efficiencies in
bringing the product to market. The list can go on and on. In
addition, International Floriculture Expo will be very
cost-efficient to exhibitors and visitors who participate in
SFR: What do
these changes mean to attendees next year?
We are moving the show to Miami Beach. Aside from its beautiful
beach, Miami offers an abundance of opportunity to source
products. Miami’s proximity to commercial growers, cut flower
importers and foliage producers will expand the exhibit hall
with a variety of new products. Miami’s proximity to South
America will offer our buyers a variety of new international
companies participating on the show floor.
because the show floor will have many commercial growers and
producers participating, we plan on expanding the floor to
attract greenhouse technology and supply companies to allow
growers and producers to source product. In addition, since we
announced our 2010 location to our exhibitors, many have already
expressed interest in holding open houses for buyers to receive
behind-the-scenes tours of their facilities.
SFR: What was
the reaction at the show to the changes?
During the show in Atlanta, we re-signed 85 percent of our
exhibitors already for Miami. This re-sign rate, combined with
positive feedback, tells us there is an excitement about moving
the show to Miami Beach. Buyers are excited because Miami offers
an abundance of sourcing opportunities. This location gives
buyers the ability to meet with all of their vendors in one
SFR: Were you
surprised at any of the reactions?
There were a few rumors, and I emphasize rumors, we were
combining our show with other events in South Florida. This is
not the case. Most of the feedback we received was that there is
an understanding of why we are making these changes in format
SFR: Will the
show retain its focus on mass-market buyers?
Absolutely! Attracting high-volume buyers to the International
Floriculture Expo is our No. 1 priority. The Key Buyer Program
will continue to thrive and grow along with the new show format.
We will continue to provide complimentary hotel rooms to top
buyers. In addition, the variety of sourcing opportunities Miami
presents will only increase buyer participation.
features from the current show, such as education and keynotes,
We plan on keeping the special features of the education program
intact. The Welcome Breakfast featuring the Iron Designer
Competition, Börgen Cup, Keynote Lunch and Keynote Breakfast all
will return next year. Currently we are working with our
Advisory Board on enhancing the 2010 program.
SFR: What are
some of the most prevalent questions people have about the new
format, and how do you answer them?
Buyers are mostly concerned about whether the amenities we
provide will continue at the International Floriculture Expo. We
let them know that complimentary hotel rooms, Key Buyer Lounge,
Office Away from the Office, private meeting rooms and
discounted conference registration will all continue next year.
ask, “Are you going to allow my competitors to walk the show
floor without taking a booth?” We tell them the answer is no.
SFR: How did
this year’s show go?
The show was a tremendous success considering the economic
challenges the industry is now facing. Although we did struggle
with attendee and exhibitor participation due to the economy, we
delivered on our goal of giving buyers and exhibitors everything
they need to accomplish their business objectives in the most
year’s show was designed to give buyers a year’s worth of
sourcing product and planning in a very short period of time. In
just three days, buyers were able to meet with their floral
suppliers to plan 2010 programs and design marketing campaigns;
source thousands of products on the show floor, with the
opportunity to visit the 220 companies displaying in more than
680 exhibits; and become inspired and educated learning the
latest trends from industry leaders participating in our
Participants particularly enjoyed the keynote by Mark Goldston
of FTD. He really conveyed his passion for marketing and
challenged the industry to take a close look at how they market
and present products to the consumer.
SFR: What was
the attendees’ reactions to the show in general?
Very positive. Our event allows buyers to experience the quality
of the product, experience the personality of the vendors first
hand and also network with industry peers to learn best
practices. You cannot have this first-hand experience sitting
back at the office.
key facts about next year's
The International Floriculture Expo
June 23-25, 2010
Miami Beach Convention Center; Miami, Fla.
"iron designers" share
The 2009 Super Floral Show got off
to a lighthearted start when five superstar designers showed
off their skills during the Iron Designer Competition at the
This was the second year of the competition, and Pieter
Landman, of Blooming Vision, again served as the
master of ceremonies, encouraging the designers to share
their strategies as they made their creations from florals
and hard goods donated by show exhibitors. The designers
• Bobbi Ecker Blatchford, AIFD, AAF, PFCI, of The Flora Pros
• Toni McDaniel of Floral Couture, Inc.
• Heidemarie Stachel, AIFD, of Sunburst Farms, Inc.
• Els Teunissen of Accent Décor Inc.
• René van Rems, AIFD, of René van Rems International
A group of people not related to
the floral industry chose as
the winner Mr. van Rems, who created two designs: a large,
full hand-tied bouquet with sunflowers, lilies, pincushions
and Hypericum; and a tall, high-style arrangement of
sunflowers and curly willow.
Mr. van Rems says he thinks the bouquet is what got the
judges’ attention, and he says supermarkets can offer
similar styles to attract customers’ sales. “Hand-tied
bouquets don’t have to be roundy-moundies,” he asserts. “We
can continue doing hand-tieds in the supermarket as
plop-and-drops, and it would literally take one minute to
take a commodity bouquet, give it a little twirl, add some
greens and have a killer arrangement.”
Reach Editor in Chief Cynthia L. McGowan at
firstname.lastname@example.org or (800) 355-8086.