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What's new at the show

Super Floral Show organizers revise schedule and expand education opportunities.

by Monica Humbard

In only its second year overseeing The Super Floral Show, event organizer Diversified Business Com-munications of Portland, Maine, has made significant changes for the 2007 show, which will be June 12-15 in Columbus, Ohio.
Diversified purchased the 18-year-old show in 2005 from Gainshare Media of Boston, Mass. Before Diversified presented its first Super Floral Show in 2006, it already had started polling the show’s advisory board, attendees and exhibitors regarding what they liked about the event and what needed revising.
Show Director Bob Callahan says his company’s No. 1 goal with The Super Floral Show is to listen to customers and implement their ideas to make the event a better experience than the previous year. He says he is amazed at how dedicated exhibitors and visitors are to the success of The Super Floral Show.
As a result of the polling, 2007 participants will notice a new schedule and several new features.
key facts
WHAT The 2007 Super Floral Show
WHEN June 12-15
WHERE Greater Columbus Convention Center, Columbus, Ohio
SIZE 140,000 square feet of exhibits
EXHIBITORS Show Director Bob Callahan expects 400 suppliers to
the mass-market floral and foliage industry to be at the show.
This year’s event will feature at least 80 new companies. Access a list of exhibitors on the Super Floral Show Web site,
BUYERS Mr. Callahan expects more than 700 high-volume buyers
to attend.
GIVEAWAYS A $1,000 gift certificate to Tiffany & Co., a flat-screen TV and a video iPod are among the many giveaways at the show this year.
INFORMATION Visit, or call (972) 620-3028.


REVISED SCHEDULE The Super Floral Show will start a day earlier and end on Friday instead of Saturday. Many of those polled said their weekends during June are filled with graduations and weddings. Mr. Callahan says the new schedule allows more opportunity for exhibitors and attendees to participate in the conference program, more time to visit the exhibit hall and the opportunity to be home for the weekend. “Since this change was announced, the response has been overwhelmingly positive,” he says.

FLORAL DEPARTMENT SHOWCASE A new addition is “The Retail Done Right Showcase,” a fully operational retail floral department on the show floor that will feature professionally merchandised display cases; self-service floral; crisp, clear signage; packaging; vases and other hard goods; and all the fresh floral products necessary for a functioning department. Mr. Callahan says the showcase is designed to help retailers make the right decisions about their displays. “This show feature is a must for learning how to drive more sales from your floral department,” he says.
The showcase will tie into one of the education sessions, “Retail Done Right,” which is scheduled for 8:30 a.m. on Wednesday, June 13. Part of the “Marketing and Merchandising” track, it will help attendees better understand all the necessary components for a profitable floral department.

we’ll see you at the show
Super Floral Retailing magazine will be taking part in the Keynote Lunch and the exhibition at The Super Floral Show:
Wednesday, June 13
• At 11 a.m., during the Keynote Lunch, representatives from Super Floral Retailing and Borgen Systems will announce the winners of the 2007 “Merchandising Award of Excellence” contest.
Wednesday through Friday, June 13-15
Please stop by the Super Floral Retailing booth, No. 916. Share ideas, visit with members of the magazine staff and take a look at the extensive selection of publications in the Florists’ Review Enterprises, Inc. Bookstore.

STORE TOUR A second new feature is a store tour. Before the education program begins and the show floor opens on Tuesday, June 12, attendees and exhibitors are invited to spend part of the day visiting retail floral operations in the greater Columbus, Ohio, area.

NEW EDUCATION TOPICS Attendees also will notice improvements in the show’s education program this year, says Education Coordinator Lisa Keller. Since the last show, Diversified has consulted with the show’s advisory board and industry experts, researched industry publications and solicited ideas on the show’s Web site to come up with the topics for the 2007 education program, Ms. Keller says. New topics include Colombia’s floral certification program, supplier diversity initiatives, organic floriculture, community outreach, automation in the floral industry and the impact of flowers on the workplace.
“Last year, we heard too often that the session topics were too general and did not provide enough value to the attendees,” Mr. Callahan says. “This year, we are demanding that the sessions deliver specific ideas for attendees to take back to their businesses and implement.
“We think we have accomplished this by highlighting Rebecca Cole, host of Discovery Home Channel’s ‘Surprise by Design,’ and Paul Rice, CEO, TransFair USA, an affiliate of Fair Trade, as our keynote presenters.” Ms. Cole’s topic is “She Loves Me, She Loves Me Not … Selling Flowers in a Fickle World,” and Mr. Rice will discuss the market for Fair Trade Certified flowers.
Ms. Keller says the education sessions are designed so attendees can take home something concrete, such as a new process or product, that they can put into place. She also points out that the speakers will not give sales speeches or promote particular products.

ADDITIONAL SESSIONS Some past attendees also will notice one less keynote session this year. Ms. Keller eliminated one keynote to increase the budget for education sessions. She added three education sessions, bringing the total to 19.

education tracks
Each education session is part of one of four tracks:
Business of Floral This track covers ways to increase your efficiency and abilities in different aspects of business.
Marketing & Merchandising Industry professionals will discuss how to make the most of your marketing dollars.
Opportunities for Growth Attendees will gain insights into the various ways to grow and generate additional revenue through nonfloral items.
Ideas for Garden Centers Designed especially for garden-center professionals, this track focuses on ways to increase business by improving a center’s attractiveness as well as creating an ongoing destination, not just a marketplace for spring planting.

education program highlights
This schedule was current as of early April. You can find more detailed descriptions of these sessions at The Super Floral Show’s Web site,

Tuesday, June 12
1-2 p.m.
Communicating with Consumers
Track: Marketing & Merchandising

Learn methods for effectively communicating with consumers, and get tips and techniques to create immediate results.
Speaker: Becky Bush, MasterTag

Enabling Automation in the Floral Industry
Track: Opportunities for Growth

Learn about work being done by the Floral Logistics Coalition on behalf of the floral industry to enable the use of supply chain technologies, including bar codes, RFID, electronic commerce and data synchronization.
Speaker: Clay Sieck, Sieck Floral Group

Tropical Plants: The New Home Decor?
Track: Ideas for Garden Centers

Discover how to influence consumers’ perceptions of tropical plants through merchandising and marketing these products as home dČcor, not just as live goods.
Speaker: Vincent Naab, Naab Horticultural Marketing LLC

Tuesday, June 12
1-3:30 p.m.
Cold Chain Process from Grower to Retailer
Track: Business of Floral

Experts will provide specific recommendations to improve the cold chain. Among the topics are what retailers should know about the preparation of flowers and plants for transit at the grower level, objective measurement of flower and plant quality upon receipt, and the pros and cons of wet versus dry shipping.
Speakers: George Staby, Ph.D., Perishables Research Organization; Gregory Staby, TransFresh Corp.; Randy Schenauer, The Elite Flower; Bob Wilkins, Delaware Valley Floral Group; Dan Gelfman, MIA Perishables Center, LLC; David Armellini, Armellini Industries Inc.

2:30-3:30 p.m.
The Impact of Flowers in the Workplace
Track: Marketing & Merchandising

Hear the findings of Nancy Etcoff, Ph.D., of Massachusetts General Hospital and Harvard Medical School, regarding the effects of flowers in the workplace, and learn how you can use these findings to your benefit.
Speaker: Stan Pohmer, Flower Promotion Organization and Pohmer Consulting

Developing a Community Outreach Program for Floral
Track: Opportunities for Growth

Find out how to become a “good neighbor” and contribute to your local community with programs such as “Flowers For Kids.”
Speakers: Annette Egan, Associated Food Stores; Ramiro Penaherrera and Ralph Yack, Flowers for Kids; Terry Johnson, Horticultural Marketing Resources and Flowers for Kids Foundation

Service Programs for Tropical & Potted Crops:
Can they Work For You
Track: Ideas for Garden Centers

Industry experts share the benefits and drawbacks of service programs for tropical and potted crops that are provided to retailers by plant suppliers and third-party providers.
Speakers: To be announced

4-5 p.m.
Supplier Diversity Programs:
How They Can Work for You
Track: Business of Floral

Hear how one company, whose program assists regional, small, minority, and women-owned businesses, was able to develop innovative, low-cost, efficient solutions that drive their mutual growth.
Speaker: James Sturgis Jr., Ahold USA

Tuesday, June 12
4-5 p.m.
Quick Fix Flowers
Track: Marketing & Merchandising

See how the Quick Fix Flowers program can help staff members—from entry-level personnel to high-style designers—create instant bouquets in moments.
Speaker: Bobbi Ecker Blatchford, AIFD, AAF, PFCI, The Flora Pros

Secrets to Selling to Big Buyers
Track: Opportunities for Growth

Some of the nation’s top floral buyers reveal what they like to see and how they like to see it, and how not to approach them.
Moderator: Chris Buss, TotalFloral LLC
Speakers: Annelisa Steinkrauss, Ahold USA; Cindy Hanauer, Winn-Dixie Stores, Inc.; Donna Almeda, Pathmark Stores Inc.

Survivor—Will You Still Be in the Industry in 2017?
Track: Ideas for Garden Centers

This interactive session includes information that shows what the leading-edge companies are doing to stay ahead.
Speaker: Ian Baldwin, Nursery Business Consultants

Wednesday, June 13
8:30-9 a.m.
How to Work the Show Floor
(For First-Time Buyers)
Track: Business of Floral

An industry veteran helps first-time attendees navigate the show floor.
Speaker: Tom Lavagetto, Floral Consulting Group

8:30-9:30 a.m.
Retail Done Right
Track: Marketing & Merchandising

This session helps attendees better understand the components in the retail floral department showcased on the exhibit floor.
Speakers: Tom Lavagetto, Floral Consult-ing Group; Cindy Rapshus, FTD Group, Inc.

Latest Trends in Organic Floral Products
Track: Opportunities for Growth

A grower, a retailer and a third company that administers Veriflora certification share the latest trends in the organic floral industry.
Speakers: Ralph Crevoshay, Scientific Certification Systems; Hector Hernandez, Laurasia Organic

Wednesday, June 13
8:30-10:45 a.m.
Measuring, Monitoring and Actually MAKING Money in Retail
Track: Ideas for Garden Centers

This session answers the question: “What percentage of my sales should I be spending on … ?” Here are all the numbers you need to track and use to make a profit.
Speaker: Ian Baldwin, Nursery Business Consultants

9:45-10:45 a.m.
Brand Building and Image Develop-ment for the Retail Garden Center
Track: Ideas for Garden Centers

Attendees will take home the necessary tools to create the logo, signage, advertising, Web presence and store design for communicating a brand to customers.
Speaker: Richard Holberg, Holberg De-sign Inc.

Innovations in Floral Marketing
Track: Marketing & Merchandising

This session focuses on how to change the floral industry through marketing, merchandising and promotional innovation.
Speaker: Jon Strom, Price Chopper
(New York)

Florverde: Colombia’s Floral Certification Putting Workers and the Environment First
Track: Business of Floral

This session provides an overview of Florverde, Colombia’s certification program, which was developed to improve labor conditions and environmental practices.
Speaker: Augusto Solano, Asocolflores, the Colombian Association of Flower Exporters

Floral’s Place in Upscale Retail
Store Formats
Track: Opportunities for Growth

This session includes discussions about why the floral department is one of the vital components to the future of “experiential” supermarket retailing.
Speaker: Jon Hauptman, Willard Bishop Consulting

Look for detailed information on keynote presentations in the June issue of Super Floral Retailing.

Questions? Call Cynthia McGowan at (800) 355-8086, or e-mail her at

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