International Floriculture Expo is ready for its debut
Show attendees can expect
new features and an expanded education program.
by Cynthia L. McGowan
With a new name,
location and vision, the International Floriculture Expo
(formerly The Super Floral Show) is poised to meet the needs
of the floriculture industry today and into the future,
announces organizer Diversified Business Communications of
Portland, Maine. The Expo will debut June 22-25 in Miami
Beach, Fla., with a host of new features and an expanded
Bob Callahan, show director, reports positive reaction
to the new focus, which aims to unite all facets of the
industry under one roof, including growers, suppliers, and
both mass-market and traditional retail florists. “Most
think it is the right direction and hope it will work but
acknowledge the industry is very fragmented and that it will
be difficult,” he summarizes. “We are committed and up for
As part of that commitment, the show has introduced a
new schedule that is packed with exciting, informative
features but still allows flexibility, Conference Manager
Lisa Keller says. The show has brought back the preshow day
of education (eliminated last year) and added sessions, one
of which will take place every hour during the exhibition.
The extra day of education has allowed the show to
offer a larger number and wider range of workshops, Ms.
Keller observes. “The program will offer multiple sessions
focusing specifically on growers, mass market, retail
florists and business management,” she remarks. “The concept
was to offer more sessions over the course of the show so
that attendees could participate in a session of interest to
them for a one-hour block of time and have plenty of time to
walk the show floor, network and meet with suppliers. The
increase in sessions allows them the ability to pick and
choose and do it all.”
Other highlights include:
Located at the heart of the show floor, the new Center
Stage will feature a number of design demonstrations, as
well as the popular Iron Designer Competition, the new
products awards presentation and a rose-naming ceremony.
The last hour of the show each day will feature a “Happy
Hour” at Center Stage with complimentary beer and wine,
stage activities, and networking opportunities.
Grower Tour. The Tuesday, June 22, education
session will kick off with visits to the Homestead,
Fla., facilities of orchid and bromeliad growers Silver
Vase and Kerry’s Bromeliad Nursery, Inc.
Flower Power Hour. Replacing the traditional
Wednesday Keynote Lunch, this lunch session, on Tuesday,
will feature industry luminaries who will “show what a
force this industry can be,” Ms. Keller promises.
à-la-carte pricing for the education program.
Added by popular demand, such pricing will allow
attendees to purchase sessions individually or the
In “Critical Mass” on
page 54 of the May issue, Mr. Callahan further discusses the
show’s changes and how they will enhance the buyers’ and
exhibitors’ experience at the International Floriculture
Expo. On the following pages, we’ve compiled a synopsis of
the education sessions to help you plan your schedule while
at the show. And on pages 31-38, take a look at some of the
new products that suppliers will be featuring on the exhibit
education program highlights
This schedule was
current as of early April. For more details and additional
information, see the International Floriculture Expo’s Web
TUESDAY, JUNE 22
Flower Power Hour Lunch
The speakers and
other industry veterans will focus on how to translate
“flower power” into creating loyal markets, igniting passion
into the work, celebrating and learning from others, and
exploring the road ahead.
Facilitator: Norma Chapman
Speakers: Bobbi Ecker Blatchford, AIFD, AAF, PFCI, The
Flora Pros; Michael Schrader, director of floral,
Floral Merchandising for Results
Three leaders in the
supermarket floral industry will present answers to the
eternal question: “How can supermarkets sell more flowers?
”After the speakers give brief overviews of their successful
floral merchandising efforts, they will participate in a
question-and-answer session. A brochure for the session will
feature “Resources You Can Use” with specifics on a variety
of floral merchandising techniques.
Moderator: John Niblock, floral editor, “Floral
Marketing” in The Produce News
Panelists: Bradley Gaines, director of floral, United
Supermarkets Inc.; Jon Strom, vice president for floral
and lifestyle merchandising, Price Chopper; Michael
Schrader, director of floral, Schnuck Markets
The Business of Creativity
ambassador of the floral industry, René van Rems, AIFD, will
focus on creativity in the marketplace and how it relates to
the business of emotion and your customers’ purchasing
factors. This session will help you learn what makes your
customers tick from a creative point of view and how to use
this energy in your everyday business transactions.
WEDNESDAY, JUNE 23
Organic and Sustainable Floriculture:
What U.S. Consumers Want from You!
In the midst of rising demand for organic and other
third-party certifications for floriculture, such as
Rainforest Alliance and VeriFlora, how do you determine what
is most important to consumers? In this session, attendees
will learn what certification programs are available and how
consumers are changing their purchases based on these
Distribution Transparency: The Need to Know
Now, more than ever,
retailers need to maximize the value of flowers they are
offering, making it necessary to ensure that proper handling
and logistics are done from the flower farms to store level.
Learn from logistics experts in this session what
technologies and protocols are available to help retailers
implement flower distribution transparency that can result
in cost savings; improved flower quality; fresher,
longer-lasting flowers; and more satisfied consumers.
Speakers: Christian Luchau, CEO, Translago Ltda.;
Mauricio Gleiser, owner, Vacuum Cooling Colombia, Ltda.;
Ralph Malmros, managing principal, Montclair Consulting
Group LLC; Terry Johnson, president, Horticultural
Marketing Excellence 101: Think Like a Customer!
This session will
help participants understand how to develop complete floral
customer focus, from growers/shippers to the final retail
consumers. Suppliers need to think about end consumers when
developing new trends and product ideas. Buyers need to have
outstanding products, operational expertise and training
resources, and phenomenal marketing support from their
supplier partners. This session will offer tips and
techniques on how to gain this level of support and focus.
Speakers: Jimmy Meyers, owner, Meyers Fruit Farms and
Greenhouses; Karen Leggert, director of sales and
marketing services, Sunshine Bouquet Company; Marcy
Britigan, owner, MEI Speciality Refrigeration and
Fixtures; Sandi Smith, category manager for procurement
and merchandising, Supervalu Intermountain Division
Create a Brand Name. You!
In today’s market,
branding is injecting a product, service and organization
with a unique, consistent, desirable persona-position that
reigns over a consumer’s mind and is so highly valued that
consumers gladly, repeatedly and loyally fork over more for
your brand than they will for any other competitor,
delivering brand equity. Attendees will leave with an
understanding of the six “P’s”—product, publicity,
promotion, people, planet and profit—as each influence
Implementing Easy Care & Handling Processes to Reduce Waste,
Product care and
handling affects the success (profits) of any floral
program. When properly handled, flowers last longer, waste
is reduced and customers receive maximum quality with every
purchase. In this session, the speakers will focus on a
checklist approach to store level care and handling
procedures, why specific handling methods give best results
and ways to simplify implementation..
Speakers: Gay Smith, technical manager, Chrysal USA;
Geno Valdes, president, Sunburst Farms; Jack Wilson,
floral sourcing manager, Ahold USA; Pete Zamarripa,
In this introduction
to the sales methodology pioneered by the FloralStrategies
group, attendees will learn a new approach to giving
exemplary customer service and selling everything, from bud
vases to weddings, better. Participants will take a written
test to gauge their sales skills and have a chance to do
some role-playing with the speaker.
THURSDAY, JUNE 24
Freeze-Proofing Your Product: Technology to Enhance Cold
Tolerance in Plant Foliage, Flowers, Fruit
introduced to the marketplace in August 2009 by The Liquid
Fence Company, is a patent-pending combination of five
ingredients that protects tender plant parts from frost and
freeze damage and extends the USDA Plant Hardiness Zone
rating for more cold-tolerant vegetation. This talk, given
by the lead inventor, will trace the scientific university
research that led to the development of FreezePruf; explore
its modes of action; review the laboratory and field
evidence in support of its effectiveness on foliage, flowers
and mature fruits; and look ahead to its future.
Building a Solid Social Media Strategy
Whether it's Twitter,
YouTube, Facebook or blogs, most businesses have felt the
pressure to get involved in social media. Attendees will
learn how the concept of a social media “home base” can help
them build and launch an integrated social media strategy
designed to drive traffic, boost conversation and increase
How Plants Are Made
Based on the theme of
the International Floriculture Expo, “From Seed to Shelf,”
this session will help attendees understand where their
plants come from and the great value that breeding delivers
to consumers. They will learn how plants are made and gain
insight into the development of the breeding objective. The
breeding and selection process and trials, product
production, and marketing and positioning will be covered..
Insights into the PostRecessionary Consumer—a Generational
Point of View
During the economic
downturn, U.S. consumers have made significant shifts in
what they buy and what they watch. But not all consumers
responded the same, so both manufacturers and retailers must
look to consumer segments and trends for growth
opportunities. The speaker will explore key trends and do a
deep dive into U.S. generations (from the greatest
generation to baby boomers to Generation X and Y households)
and discuss what U.S. retailers and manufacturers should
expect in 2010 and beyond..
Alternate Energy: What Are Your Options?
This session will
introduce growers to the multiple alternative energy sources
available as well as the pros and cons of each. Attendees
will hear from alternative energy users on how it works for
them. They will also have the opportunity to learn about
potential federal and state grants as well as incentives for
renewable and energy-efficiency projects that may be
available for trying these alternative energy sources.
Speakers: Arie Van Vugt, owner, Plainview Growers; Chris
Byrnes, president, Viability, LLC
WHEN June 22-25
WHERE Miami Beach Convention
Center; Miami Beach, Fla.
SIZE 70,000 square feet of
EXHIBITORS Access a list of
exhibitors at the International Floriculture Expo
or call (207) 842-5424
where to go in
While at the show, pick up
a copy of Welcome to Miami Beach, published by
Super Floral Retailing, at our booth, No. 507,
or at the show’s information desk. It has
information on nearby restaurants and entertainment
venues in Miami Beach.
P. Allen Smith,
award-winning garden designer and host of the public
television program P. Allen Smith’s Garden Home
and the syndicated show P. Allen Smith Gardens,
will deliver Thursday’s Keynote Breakfast address on
the topic, “Do You Really Know Your Customer?
Consumer Trends in the Marketplace.” Look for an
interview with Mr. Smith and details about his
presentation in the June issue of Super Floral
Also during the breakfast,
the winners of the 2010 “Merchandising Award of
Excellence” contest, sponsored by Super
Floral Retailing and Börgen Systems, will
who will be the
iron designer this year?
The 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 by using exhibitor products.
René van Rems, AIFD, left, of René van Rems
International, won last year’s competition.
we'll see you at
magazine will take part in the Keynote Breakfast and
the exhibition at the International Floriculture
At 7 a.m., during the Keynote Breakfast,
representatives from Super Floral Retailing and
Börgen Systems will announce the winners of the
2010 “Merchandising Award of Excellence” contest.
Wednesday through Friday,
Please stop by the
Super Floral Retailing booth, No. 507. 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 24
Reach Editor in Chief
Cynthia L. McGowan at
or (800) 355-8086.
Photos courtesy of the International Floriculture Expo.