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                                 Passion and                                       P.O. Box 4368
                                                                                 Topeka, KS 66604
                                                                                 (800) 367-4708 n (785) 266-0888
                                 Goodness Still                                  Fax: (785) 266-0333
                                 Rule This Industry                              President/Publisher Travis Rigby

                                                                                 Editorial Director David Coake
                                                                                 Editor Christopher Carvajal
                                                                                 Contributing Writers Cindy Hanauer
                Back in October, I had the pleasure to   than 19,500 attendees from all parts of the                     Kristine Kratt, AIFD, PFCI
                                                                                                       Bill Schaffer, AIFD, AAF, PFCI
             connect with many of you within this fair   produce industry at such a huge tradeshow.                     Amy Bauer
             industry of ours at not one, but two, fl o-  But when I found the Floral Pavilion
             ral-based tradeshows. And while I learned   inside the massive Ernest N. Morial Con-  design
             about wonderful new products and took in   vention Center in downtown New Orleans,   Art Director Kathleen Dillinger
             great marketing lessons, my biggest take-  I felt right at home. There to welcome me   Graphic Designer Nicole Liu
             away from attending these shows was that   were more of your smiling faces, genial   Floral Design Coordinator Lori McNorton
             you guys are really passionate and really   conversations and unpretentious attitudes.
             genuinely good folks.             People on the marketing side of this indus-  advertising
                Hokey? Sure! But no less true.  try, much like the ones on the inside, are a   Advertising Sales Director Lisa Strydom
                In Miami, I, along with four other mem-  bevy of integrity, goodness and generosity   Senior Media Consultant  Carolina Mojena
             bers of the Super Floral team, joined more   of spirit.             Account Executive Teresa Salts
             than 770 other attendees at the Wholesale   I guess what I’m trying to say is that,   Account Coordinator Ralph Granger
             Florist & Florist Supplier Association   while I’ve heard that the warmth and af-
             (WF&FSA) Floral Distribution Conference  fability of this industry is genuine, I really   circulation
             on October 18-20 (you can read all about   didn’t get it until I was right in the thick   Circulation Coordinator Brenda Wettengel
             how that tradeshow went on Page 36).   of it. Ours is an industry that has a surplus   Wholesale and Retail Florist Account Executive
                                                                                                   Mary Lou Clark
             Then, I fl ew over to beautiful New Orleans   of good people. People who genuinely
                                                                                 Circulation/Book Sales  Marty Bean
             to take part in the 2017 Produce Market-  want each other to do well, to succeed,
                                                                                                  Judy Bent
             ing Association’s (PMA) Fresh Summit   to grow, to push things toward a brighter
             International Convention & Expo (which  future. And while that may sound hokey   technology
             you can read about on Page 34) .  and somewhat hackneyed, it’s the absolute   Director of Technology Shawn Cusolito
                While both events focused on different   truth. It’s also a comforting thought —
             parts of the fl oral industry, the thing they   particularly during these troubled times,   editorial advisers
             had most in common were the generosi-  where divisiveness, banality and discord   John Agnew, Whole Foods Market, Inc.
             ty and spirit of the people in attendance.   seems to rule the days outside the industry.  Bill Byland, N.G. Heimos Specialty Plants/
             WF&FSA, with its multiple creative and vi-  So, as you get settled into the holiday   Micky’s Minis
             brant fl oral tabletops, was an excellent place  season, please take a moment, if you will,   Debora Coleman, Albertsons LLC
             to mingle and network with many of you.   to recognize your goodness — yours and   Kevin Coupe,
             The wholesalers, suppliers, growers, im-  your fellow fl oral colleagues’. We’re in   Steve Daum, Floralife, Inc.
             porters and shippers of cut fl owers, greens,   good hands, thanks to you. And I’m not   Debbie Loche, Roche Bros.
                                                                                 Ben Pauley, Passion Growers
             plants and fl orist supplies are, after all, the   just saying that.
                                                                                 Rita Peters, Hy-Vee, Inc.
             lifeblood of this industry. The one thing that   Also, if you haven’t done so, be sure
             blew me away, more than anything, was the  to hit a tradeshow or two in 2018. You’ll   Stan Pohmer, Pohmer Consulting Group
                                                                                 Cindy Rapshus, The Roy Houff Company
             passion you have for your respective places  thank me later. sf
             in the industry. It’s not a manufactured sales                      subscription rates
             pitch. It’s real and grounded, motivated
                                                                                 Qualifi ed readers in the United States: No charge
             to share your product and inspired by the                           Unqualifi ed readers in the United States: $35 per year
             belief that these are the things that will keep                     All foreign subscriptions: $50 per year
             pushing the industry forward.                                       Additional fee for foreign
                While PMA was overwhelmingly larger,                                airmail subscriptions: $30 per year
             by comparison, and geared toward more of                            Single copy price: $4 + $2 S&H per issue - U.S. only
             a marketing slant, it was no less brimming                          For international shipping email
             with the same genuine enthusiasm and   Reach Christopher Carvajal at     sfrsub@superfl for quote
             passion. It’s easy to get lost in a sea of more   ccarvajal@superfl or (503) 297-9982.  Circulation customer service: (800) 367-4708

             4  WWW.SUPERFLORAL.COM / DECEMBER 2017
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