Omni La Costa Resort & Spa, Carlsbad, CA
September 4 - 7, 2024
Exciting news! Join our Fun ‘N Sun Grower Tour with two incredible farms! Kendall Farms and Mellano & Company welcome you to explore their cutting-edge growing facilities, providing an unparalleled insider's view.
Connect with fellow flower enthusiasts, mingle with industry experts, and dive into enlightening sessions, interactive workshops, and laid-back networking opportunities at this year's highly anticipated Fun 'N Sun Floral Convention. No membership necessary - everyone is welcome! For more information visit: cafgs.org/fns2024
This news magazine is published quarterly (January, April, July, October) by The Los Angeles Flower Market of The American Florists’ Exchange, Ltd.
Location: 754 Wall Street, Los Angeles, CA 90014
PUBLISHER
The Original Los Angeles Flower Market of the American Florists’ Exchange
Special Holiday Hours, maps, tenants, seasonal flowers and more available at originallaflowermarket.com
Market Information 213.622.1966
Market Manager/Mellano 213.622.0796
BOARD OF DIRECTORS
American Florists’ Exchange, Ltd. Los Angeles Flower Market
Christine Duke
Lizbeth A. Ecke
Bob Mellano
Jim Mellano
John Williams
Paul Ecke III
Corey Steiner
EDITORIAL AND ADVERTISING
Email: Marketing@thelaflowermarket.com
LAFD ASSOCIATION MEMBER BADGE PROGRAM
Frank Reyes
766 Wall Street, Los Angeles, CA 90014 laflowerdistrict.com Monday - Saturday, 6 am to 2 pm | 213.627.3696
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DISCLAIMER
Neither the Bloomin’ News nor the Original Los Angeles Flower Market recommends or endorses any products or advertisements displayed in this publication but presents them as a service to our readers. INDEX TO ADVERTISERS
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Supply Syndicate...................................................................Page 5 & 16
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& Company................................................................................Page 5
Discover
a bit
about the science underlying the iconic flower fields that have been called the “definition of beautiful.”
Each spring, Mother Nature puts on a glorious floral display like no other in Southern California. From March to early May, the Carlsbad Flower Fields awaken and produce a stunning burst of color that fills fifty-five acres and announces to the world that spring has arrived. This dazzling presentation embellishing the rolling hills of North San Diego County is
comprised of Giant Tecolote Ranunculus flowers that have become a beloved tradition over the decades. And while the popularity of these exquisite flowers is growing, many are still just being introduced to these delightful blooms that are so closely associated with early spring.
There is a science behind growing such a large and expansive field of ranunculus flowers. Ranunculus bulbs are typically planted 2” deep and about 9-10” apart. The bulbs, which hale from Asia Minor and are a member of the buttercup family, lie dormant during the sunny Southern California summers, patiently anticipating the winter rains and cooler temperatures. These rainy and cool winters nourish the flowers, stimulating them to bloom and provide a brilliant pop of color in early spring.
The multi-layered, peony-shaped flowers that adorn the Carlsbad Flower Fields are in bloom for six to eight weeks. “The ranunculus flowers love the cooler temperatures, and the cooler it is, the longer the season will be extended,” shares Misty Welborn, VP of Farm Sales for Mellano & Co.
Ranunculus flowers are open by day and close at night. Growers will harvest them after a couple of days of opening and closing. As cut flowers, they have an outstanding vase life, are wonderful to work with, and create magnificent bouquets.
From pretty pastels to bright colors to blooms of red, white, gold, yellow, orange, rose, pink, and peach, these petals provide a rainbow of colors that has become synonymous with Easter bouquets.
As Fred Clarke of Carlsbad Flower Fields puts it, “With 100 petals per flower, these are the quintessential Easter flower, and they have an excellent vase life of ten to fourteen days if cared for properly.” Likewise, Welborn concurs that “Easter is the prime time for ranunculus flowers and they are perfect for Easter arrangements, thanks to the array of colors these lovely flowers come in.”
The Carlsbad Flower Fields have been cultivated since the early 1930s and continue the tradition of providing the world with beautiful flowers. Each year, the demand for ranunculus flowers and the agritourism of the Flower Fields grows steadily. To that point, while somewhere between 3.5 to 4 million stems will be available, florists, vendors, and floral enthusiasts should plan if they want to incorporate ranunculus flowers into their spring offerings. As Misty Welborn points out, “Californiagrown ranunculus flowers are popular and people look for them. Get ‘em while you can.”
Get
to know Johnny Chu of Blossom Valley as he shares his insights into the market and encourages everyone to “Stop and smell the roses.”
The Original Los Angeles Flower Market is more than just flowers. The iconic landmark in the heart of Los Angeles boasts a beautiful blend of talented floral designers and vendors that gives the market its one-of-a-kind character. Each vendor at the Market offers a distinct selection of fresh-cut flowers, foliage, and floral accessories. From small local growers showcasing seasonal treasures to larger specialized wholesalers importing exotic varieties, the
OLAFM is alive with gorgeous colors, sublime fragrances, and the bustling energy of floral enthusiasts. One of the market’s esteemed vendors is Johnny Chu of Blossom Valley. We spoke with Johnny recently and he shared with Bloomin’ News Magazine his take on the most recent trends and developments in the market and some fun facts about Blossom Valley.
WHAT ARE THE LATEST TRENDS THAT YOU LIKE THE MOST?
Blossom Valley is well-known for its premium Ecuadorian roses, and as we enter the spring wedding season, garden roses are becoming increasingly popular. We are getting a lot of requests for spring wedding colors like blush, white, creams, and soft pinks.
WHERE DO YOU SOURCE YOUR PRODUCTS?
We get our flowers from premium, quality places. As I mentioned, Blossom Valley is noted for its exceptional Ecuadorian roses, which serve as the primary source of our flowers. Ecuador is recognized as the Rose Capital and its roses are famous for their amazing beauty, largely due to the combination of the country’s nutrient-rich volcanic soil and its ideal growing climate that virtually guarantees the incredible beauty of our roses.
WHAT ARE YOU MOST PROUD OF?
I’m most proud of the quality of our flowers. We strive to give our customers what they want
by going above and beyond to ensure they have beautiful blooms that meet and exceed their expectations. Whether the client is ready to use the blooms immediately or if they’ll be part of an arrangement to be used in a few days, we want the quality of the flowers to be superior.
HOW LONG HAVE YOU BEEN IN BUSINESS?
Blossom Valley is a multigenerational family business started by my father-in-law and wife more than twenty years ago. I’ve been part of the business for over six years and as we continue toward a third decade of selling these magnificent flowers, we are thrilled to be part of the OLAFM and its floral legacy here in Los Angeles.
THERE ANYTHING ELSE YOU’D LIKE TO ADD, JOHNNY?
It’s an exciting time at the market so I encourage everyone to come on down and see it for yourself. A lot is going on at Blossom Valley with the arrival of stunning spring garden roses so it’s a fantastic time to visit and experience the market. Or, as I like to say, Stop and smell the roses.
For the floral industry, “Mother’s Day is a marathon,” says Alexandra Scholtz, Owner, Lead Floral Designer, and Creative Director of WildFlora Design Studio. To prepare effectively, it’s important to plan and strategize––just like marathon runners do. As the early spring days bud, now is the time to get ready for this year’s Mother’s Day floral marathon.
In addition to owning two high-volume brick-and-mortar shops, Scholtz is a second-generation florist. Her experience and keen insights have enabled her to develop a winning strategy when it comes to navigating the Mother’s Day holiday. She notes that her method is more akin to a flowchart that she and her team adhere to than a checklist. Scholtz happily shares some of the essential components of her successful Mother’s Day plan.
This year, Mother’s Day is seeing an emphasis on big colors and flower-heavy arrangements. In addition to traditional favorites, bouquets will feature unique foliage and a play on greens such as speckled begonia, ferns, and more. Furthermore, the 2024 Pantone Color of the Year is Peach Fuzz. This color is all the buzz in the industry and the most in-demand color for arrangements.
To prepare for the coming holiday, it’s important to gather with staff and assess what will be needed to accomplish your goals. Some important topics include
• How many freelancers must be hired
• What will the offerings be and what is the year’s theme
• Photos of the offerings and content creation
• What supplies and flowers should be ordered
• How best to prepare space for the increased volume
To ensure smooth running, it’s best to have most backend details, such as menu offerings and flower orders arranged at least a month before Mother’s Day. Similarly, it’s a good idea to set realistic goals concerning a manageable number of orders that you can fulfill. While it’s natural to never want to turn away a customer, it’s wise to have a plan in place to educate your clients to order early. To get your regulars to order early, you might consider offering an early bird discount. This will also help minimize last-minute orders.
Curate a menu featuring different flowers, bouquets, and arrangements in a range of styles and prices to help streamline the ordering process, then post away on social media. This is also a great way to inspire customers to order in advance so they don’t miss out. It will also give them an idea of what mom can expect to receive on her special day.
When working with fresh flowers, there is a small window where all the arranging takes place. Two days ahead of time is the maximum for arranging flowers. The key to keeping them fresh and lovely is great quality control and cool storage. Scholtz also recommends having one person dedicated to quality control right before the flowers go out the door.
Once you’ve completed the marathon, it’s time to reflect and learn. Take detailed notes throughout every stage, then check your final numbers, and listen to your team, drivers, and order-takers to learn. Each year will present a new perspective that will further improve next year’s efficiency.
Finally, Scholtz encourages taking time off to “bask in your success, reflect on lessons learned for next year, and then go get a massage.”
Save the date for the 2024 CalFlowers Fun ‘N Sun Floral Convention at Omni La Costa Resort & Spa in Carlsbad, CA, from September 4-7, 2024. Membership with CalFlowers is required for attendance.
For over sixty years, Mother Nature has transformed the rolling hills of North San Diego County into one of the most spectacular and coordinated displays of natural color and beauty anywhere in the world. Learn about everything The Flower Fields in Carlsbad, California has to offer before your visit! Plan your trip today!
Floriexpo unites floral category vendors with mass market floral buyers from supermarkets, chain stores, wholesale florist distributors, online retailers and more. Spanning from fresh cut flowers and greens to potted plants, containers, plush, technology, balloons, care and handling, design, and everything in between.
Celebrating Lompoc Valley’s flower growing heritage, the Annual Flower Festival will be held June 20-23, 2024 at Ryon Park in Lompoc, California. The 2024 theme is “Shoot for the Stars”.
The Slow Flowers Summit is a conference for creative professionals, thought leaders and pioneering voices in the progressive Slow Flowers community. Designed to stimulate curiosity, examine conventional assumptions and explore conscious and ethical practices in the floral industry, the Summit agenda asks speakers and audience members alike to inquire, inform, include, instigate and inspire. Founder of the Slow Flowers Society, Debra Prinzing developed the Slow Flowers Summit as a live, interactive gathering to take place during American Flowers Week. Join Slow Flowers Society’s doers and thinkers for two days of progressive ideas, connections and inspiration on June 23-25, 2024.
JUNE
JUNE
