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// Trends //

                       TREND WATCH:

                       THE HUMAN SHIFT

                       ENTERING THE MASS MARKET.
               SUPER FLORAL / JANUARY 2018
                       By Bill Schaffer AIFD, AAF, PFCI and Kristine Kratt AIFD, PFCI

                        When you say the word “trends,”
                       people tend to think of color, fashion,
                       tech and pop culture. In 2018’s floral
                       industry, there is another trend – the
                       migration of floral jobs to the mass-
                       market grocer. As North America has
                       witnessed the closing of thousands of
                       brick-and-mortar flower shops over
                       the last decade, supermarkets have
                       had the rare opportunity to incor-
                       porate many of these experienced                                                    1
                       professionals into their ranks.
                                                      What is your floral               1. Contestants and judges in
                        Leading floral industry organiza-                               Hy-Vee’s “Extreme Design Chal-
                       tions have recognized this shift in   background?                lenge 2017”: (left to right) Kim
                       employment. In its upcoming 2018   “I have a two-year associate degree   Hanson; Anna Young; Dan Ko-
                                                                                        tecki, AIFD; Julie Poehler; Julie
                       National Symposium in Washington   in Applied Science in Floricul-  Torkelson; Charity Fairchild-
                       D.C, the American Institute of   ture and Greenhouse Technology   Kirsch; Shannon Ahlman;
                       Floral Designers (AIFD) is featur-  from the University of Minnesota,   Susan Jones, HyVee director of
                       ing a “What’s New to Symposium?”   Waseca, with an emphasis in Interior   floral; Bill Schaffer AIFD, AAF,
                                                                                        PFCI, judge; Casey Roberts; De-
                       offering “Four Educational Tracks   Plantscaping. I have a managed six   bra Riedel, FDI; Jordan Statz;
                       – Making the AIFD Symposium the   floral shops and have owned two    Diana Ferguson, FTD Midwest
                       Place To Be for All Your Educational   floral shops before coming to    judge; Talmage McLaurin,
                       Needs.” One of these new directives   Hy-Vee.” ~ Julie Poehler, HyVee   AIFD, judge.
                                                                                        (Not pictured: Beth King; Sandy
                       is for “Mass-market Floral – offering   “Extreme Design Challenge” Finalist,   Schroeck, AIFD, PFCI, judge)
                       unique programming geared to excite   Waseca, Minn. (#1848)
                       and inspire designers and managers                                “I like to be different
                       who work with the mass-market floral   “I have an associate degree in art   than the competition,
                                                                                        and my customers appre-
                       segment.” As many supermarkets   from the Minneapolis Art Institute.   ciate that and know that
                       around the United States have these   When my children were small, I   if they want something
                       professionals joining their companies,   started nights at Hy-Vee in Indianola   different and special they
                       this shift in approaching floral educa-  for seven years. I opened my own silk-  come to me, which is
                       tional and pathways to organizational  and-dried floral shop, which I owned   my honor.”
                       memberships make sense.        for 25 years while working part time      ~ Julie Poehler
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