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International Floriculture Expo
Back to the Beach

Buyers and exhibitors can expect four days of networking and educational opportunities at the second Expo.

by Cynthia L. McGowan

The excitement and energy that marked the debut of the International Floriculture Expo (IFE) last year will be back when the show returns to Miami Beach, Fla., in June, organizers pledge.
     “We are very excited about what is happening with IFE this year,” show director Bob Callahan says of the June 14-17 Expo. “Exhibit space sales and attendance are both tracking slightly ahead of last year’s pace. The education program is set with new topics and speakers. The Iron Designer Competition and the live designer demonstrations at Center Stage are set. The beautiful Loews Miami Beach Hotel will again be our host hotel, providing complimentary rooms for the industry’s top high-volume buyers.”
     Last year’s Expo replaced The Super Floral Show and offered an expanded focus, with growers, suppliers and both mass-market and traditional retail florists united under one roof. One of the highlights was Center Stage, which Mr. Callahan credits for providing the show floor’s energy and excitement. “Aside from the beautiful booth displays, there is always something extra on the show floor for our attendees to experience,” he remarks.
     There also are education sessions for all interests in the industry, from growers to retailers, reports Lisa Keller, conference manager. “Back in October 2010, we solicited proposals and topic ideas from both previous attendees and exhibitors as to what industry issues and/or topics they felt needed to be addressed at the show,” Ms. Keller explains. “The 2011 education program is the result of the feedback we received.”
     All the education sessions will be on Tuesday and Wednesday of the show, with the exception of Thursday’s Keynote Breakfast. New this year is a 7 a.m. session on Wednesday before the buyer walkabout, followed by a session exclusively for exhibitors to attend while buyers have the show floor to themselves.
     All the show’s features are designed to help attendees keep up with an always-changing business climate, Mr. Callahan says. “The International Floriculture Expo provides both buyers and suppliers the most efficient way to gather industry intelligence on supply chain, innovation, new products, competition and creative ways to grow sales,” he emphasizes. “The saying is true: You can conduct a year’s worth of business in just four days at the International Floriculture Expo.”
     On these pages, we’ve compiled a synopsis of the education sessions to help you plan your schedule while at the show. And on Pages 39-47, take a look at some of the new products that suppliers will be featuring on the exhibit floor.

key facts
WHAT International Floriculture Expo
WHEN June 14-17
WHERE Miami Beach Convention Center; Miami Beach, Fla.
SIZE 72,000 square feet of exhibits
EXHIBITORS 250 expected; access a list of exhibitors at the International Floriculture Expo Web site,
BUYERS 850 expected
INFORMATION Visit, or call (207) 842-5508
we’ll see you at the show
Super Floral Retailing will take part in the Keynote Breakfast and the exhibition at the International Floriculture Expo.
Wednesday through Friday, June 15-17
Please stop by the Super Floral Retailing booth, No. 2325. Share ideas, visit with magazine staff and take a look at the extensive selection of publications in the Florists’ Review Enterprises, Inc. Bookstore.
At 7 a.m., during the Keynote Breakfast, representatives from Super Floral Retailing and Börgen Systems will announce the winners of the 2011 “Merchandising Award of Excellence” contest.

iron designer competition returns
     The popular Iron Designer Competition returns this year during the Wednesday Happy Hour, from 4 to 5 p.m., at Center Stage on the show floor. The event will feature several designers in a lighthearted competition to create the best floral design for a supermarket or high-volume florist.
     This year, the judges will be AIFD-certified designers using score sheets rather than convention center staff voting on their favorites. Freelance designer Jacob McCall, FSMD, won last year’s competition.
     Other returning Center Stage activities include design demonstrations and a flower-naming ceremony. Last year, a rose was named for Bobbi Ecker Blatchford, AIFD, AAF, PFCI, The Flora Pros.

keynote breakfast

     Lyn Heward, former president and COO of Cirque du Soleil, will deliver the Keynote Breakfast address on Thursday, June 16, on the topic, “The Spark: Igniting the Creative Fire That Lives Within Us All.” Look for an interview with Ms. Heward and details about her presentations in the June issue of Super Floral Retailing.
     Also during the breakfast, the winners of the 2011 “Merchandising Award of Excellence” contest, sponsored by Super Floral Retailing and Börgen Systems, will be announced.

education program highlights
This schedule was current as of early April. For more details and additional information, visit the International Floriculture Expo’s Web site,

8-9:30 a.m.
The State of the Industry - A Grower’s Perspective
(Session description unavailable at press time.)
Moderator: Justin Heffernan, category manager - floral, Jewel
Panelists: Lane DeVries, CEO, The Sun Valley Group; Diego Espinosa, Agrocoex; John Owles, general manager, carnations, Oserian; Peter Ullrich, CEO, Esmeralda Farms, Inc.

9:30-11 a.m.
Increasing Profits in Grocery Floral
With Creative Merchandising
With more than 25 years of experience in the floral, balloon and gift industry, speaker Peggy Williams, education coordinator for burton + BURTON, knows what it takes to transform a “ho-hum” item into a spectacular seller that will fly off the shelves. Her creative and energy-filled presentation will have you excited and energized to up-sell everything from floral bouquets to balloon centerpieces.
Speaker: Peggy Williams, education coordinator, burton + BURTON

11 a.m.-12:30 p.m.
The Floral Supply Chain Showdown
This presentation identifies the best and worst practices at three points along the supply chain—grower, transporter and supermarket floral department—and illustrates their practical effects on consumers and their view of supermarket flowers as well as industry profitability.
Moderator: John Niblock, floral editor, “Floral Marketing” in The Produce News
Panelists: Stephen Armellini, senior executive vice president, Armellini Express Lines, Inc.; Bradley Gaines, director of floral, United Supermarkets Inc.; Michael Schrader, director of floral, Schnuck Markets, Inc.; Gay Smith, technical manager, Chrysal USA; Jon Strom, vice president for floral and lifestyle merchandising, Price Chopper Supermarkets; Cindy Sulzman, assistant vice president for floral operations, Hy-Vee Inc.; Joe Don Zetzsche, director of floral, HEB

12:30-2 p.m.
Super Session Luncheon:
Insights from the FloWER Council of Holland
The Flower Council of Holland is the marketing organization for the Dutch floral industry. This session will present several shopper insights and answers to such questions as, “What are the drivers of and barriers to buying flowers?” “Is price most important?” and “What is the influence of point-of-sale material?”
Speaker: Rokus Hassefras, senior relations manager, Flower Council of Holland

2-3:30 p.m.
AIFD - Steps to Certification
Joyce Mason-Monheim, AIFD, PFCI, AzMF, vice chairman of the American Institute of Floral Designers’ (AIFD) Membership/Evaluation Committee, will walk attendees through the process of earning the professional designation as a Certified Floral Designer (CFD®), which can lead to becoming a distinguished member of AIFD and the higher recognition of “Accredited In Floral Design.” She also will demonstrate design tips and the fundamental elements of quality floral design.
Speaker: Joyce Mason-Monheim, vice chairman of the AIFD Membership/Evaluation Committee

3:30-5 p.m.
A How-to Guide For Increasing Sales, Creating "Everyday" Opportunities and Integrating the Internet and Social Media Into Our Floral World
Topics in this entertaining and informative session will include upgrading store merchandising, utilizing the Internet and incorporating social media.
Speakers: Robert DeBellis, AIFD, PFCI, lead designer/product development, World Class Flowers; Susan Murdock, M.A., marketing director, World Class Flowers

7-8 a.m.
Technology in Floral for 2011—
Are You Maximizing Your Potential?
There is so much happening in global marketing and cyberspace—and the time is now to see how your marketing and sales strategy fits with today’s technology. At this round-table discussion workshop, you’ll hear what others are doing in our industry to compete and grow their businesses.
Speakers: Karen Leggett, sales and marketing services, Sunshine Bouquet Company; Stan Pohmer, executive director, Flower Promotion Organization; Marianne Timmons, founder, Supply Chain 2020 Consulting, LLC

10-11 a.m.
How to Clone Your Best Floral Associates
What are the key metrics and motivators for delivering outstanding sales results at store level? It all comes down to people and teamwork—and loving what you do. But how can these skills be expanded and made transferable? This session will discuss how to get the highest achievers in the stores to train the others and bring them along the same path.
Moderator: Karen Leggett, sales and marketing services, Sunshine Bouquet Company
Panelists: Patricia Clark, sales and merchandising manager, Shaw’s Supermarkets; Alynn Grant, category manager, floral and garden centers, Sobeys Atlantic; Heather White, floral coach, MacArthur’s Quality Flowers and Plants

11 a.m.-noon
Are You Buying Local?
Your Customers Are
To help relate the growing proclivity of “buying local” by consumers, a panel of experts has been assembled to discuss what this trend means to the floral industry and how businesses, floral departments and florists can adapt this information toward developing their own campaigns to market their cut flower selections accordingly. This session is being coordinated by the California Cut Flower Commission.
Speakers: Kasey Cronquist, executive director/ambassador, California Cut Flower Commission; Kathryn Pinke, lead public relations agency for the “Know a California Farmer” campaign, AdFarm


Noon-1 p.m.
Trends—The Ideas of Today Become the Reality of Tomorrow
Attendees will learn about current and emerging trends in the major world markets and will come to see trends as they pertain to the “big picture” in developing new customers, exciting current customers and providing needed differentiation in the marketplace.
Speakers: Jim Dempsey, lead designer, marketing and design specialist, Sunshine Bouquet Company; Leatrice Eiseman, executive director, Pantone Institute

1-2 p.m.
Shrink Management at the Retail Level
(Session description unavailable at press time.)
Moderator: Pieter Landman,
Blooming Vision
Panelists: Cheryl Bruno, category manager, Schnuck Markets, Inc.; Justin Heffernan, category manager - floral, Jewel; Kathy Hession, director of floral operations, Roundy’s Supermarkets Inc.

2-3:30 p.m.
Growing Your Outdoor Sales
Outdoor sales of spring and fall garden products continue to be a growth area. Topics in this session will include the right product mixes, how to build creative displays, what items work as great crossover items and much more.

Speaker: Tal White, owner, White’s Nursery & Greenhouses 


Reach Editor in Chief Cynthia L. McGowan at or (800) 355-8086.