International Floriculture Expo
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, www.floriexpo.com
BUYERS 850 expected
INFORMATION Visit www.floriexpo.com, 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.
THURSDAY, June 16
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.
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, www.floriexpo.com.
TUESDAY, JUNE 14
CONTINENTAL BREAKFAST SESSION:
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.
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
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
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
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
WEDNESDAY, JUNE 15
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
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
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
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
Shrink Management at the Retail Level
(Session description unavailable at press time.)
Moderator: Pieter Landman,
Panelists: Cheryl Bruno, category manager, Schnuck Markets, Inc.; Justin Heffernan, category manager - floral, Jewel; Kathy Hession, director of floral operations, Roundy’s Supermarkets Inc.
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.
Reach Editor in Chief Cynthia L. McGowan at email@example.com or (800) 355-8086.