FLO E T
01 02
CONTENTS
5 9 17 19
SOMETHING DIFFERENT NEW TREND
FLOWER SHOW FEATURE
FLORIST CHOICE
SIMPLE BEAUTY
FLORICULTURE
FEATURE
N E W T R OEUNRD T E A M
WILLIAM ALLEN editor in chief KIM BEELER chief revenue officer DANIEL WARREN head of editorial MICHAEL FORTUNE head of creative CHARLIE WOMACK head of operations DOUGLAS GRINSPAN head of revenue MAYA DRAISIN head of marketing JANICE TRICHON executive director RAUL AGUILA art director DAVEY ALBA staff writer ANNA ALEXANDER senior photo editor MATHEW ASGARI ux designer MICHAEL ASSENZA senior integrated marketing manager ASHLEY BANKS account director CHRIS BECKER information systems & technology LYDIA BELANGER research CALEB BENNETT design director MELISSA BICKAR senior marketing associate DYLAN BOELTE senior art director PATRICK BRENNAN advertising sales associate JOE BROWN executive editor LAUREN M. BURKEY senior premium markets manager MICHAEL CALORE senior editor TIM CARROL midwest sales director DELLEA CHEW events manager BEN CHIRLIN engineer MYRNA CHIU production manager LINDSAY CLARK midwest account manager
03
04
STEPHANIE CLEMENT detroit director CHRISTOPHER CONA senior integrated marketing manager FRANCESCA CRISTIANI senior integrated marketing manager JORDAN CRUCCHIOLA research ALEX DAVIES associate editor KATELYN DAVIES editorial business manager JAY DAYRIT editorial operations manager GIOVANNI DORIN northwest manager EMILY DREYFUSS senior editor BRYAN DUSTRUD senior copy editor
JOHN J. EILENBERG senior editor (digital) TRACY EISENMAN account manager ELEANOR ENCARNACION techincal designer JOANNA LUNDBERG account manager SARAH FALLON senior editor CATHERINE FISH integrated marketing director ALLIE FISHER art director JOEY FLAHERTY* writer JENNA GARRETT associate photo editor JORDAN GOLSON contributor PIPER GOODSPEED senior director ANDY GREENBERG senior writer JULIA GREENBERG assistant research editor CHERIE GRIMM premium markets mananger ARTHUR GUILING facilities DAVE HADY southeast director NEIL HARRIS senior photo editor JESSI HEMPEL senior staff writer LINDSEY HERRON senior digital planner NAGHAM HILLY director of events CHRISTINE HOANG digital sales associate ERICA JEWELL deputy managing editor MELISSA JIMÉNEZ associate to the publisher MEAGAN JORDAN associate marketing manager CHRISTINE KAUFFMAN luxury director JASON KEHE assistant research editor JUNHO KIM video producer KATHERINE KIRKLAND associate director HEATHER KIRKPATRICK digital planner CHRISTIE KLOK associate photo editor ASHLEY KNOWLTON northwest director CHRIS KOHLER editor VICTOR KRUMMENACHER art director SOWJAYA KUDVA senior producer HILERY KUNDINGER kitchen assistant RINA KUSHNIR associate art director ROSEY LAKOS project manager ISSIE LAPOWSKY staff writer AMANDA LEDERMAN sales associate
TIMOTHY LESLE research RON LICATA production director STEPHANIE LINDENBAUM advertising sales MARIA LOKKE photo editor JULIAN LOWIN southwest representative SARA MACK advertising sales MARK MAJDANSKI art director LAYLA MANDELLA engineer ISABEL MARX advertising sales STEPHEN MCGARRIGLE project manager KATIE MCNALLY events coordinator RYAN MEITH production manager CADE METZ senior editor NURIE MOHAMED postproduction manger DAVID MORETTI deputy creative director TIM MOYNIHAN writer SUSAN MURKO senior editor ELIZABETH MURPHY los angeles director BLANCA MYERS associate to editor in chief HAYLEY NELSON product management SAMANTHA OLTMAN web producer FLORENCE PAK design director KATIE M. PALMER associate editor LEXI PANDELL research ROSS PATTON engineer JOANNA PEARLSTEIN deputy editor DAVID PIERCE* senior writer LIZ PORTO marketing solutions producer JENNIFER PRIOR copy chief DEAN QUIGLEY senior designer ALESSANDRA RAM community CAITLIN RAUCH marketing director MARGARET RHODES* writer NICOLE RICCARDI marketing associate MARK ROBINSON executive editor ADAM ROGERS articles editor AMANDA ROMANO account director CAITLIN ROPER senior editor PETER RUBIN senior editor
NEW TREND
SOMETHING DIFFERENT JOEY FLAHERTY* Succulents are some of the most popular plants due to their ability to thrive with low maintenance – they store water in their leaves, stems, or roots. Since there’s so many different varieties, they also make for an awesome display. This large plant species includes well-known varieties such as aloe and cacti, as well as some that are very much unknown. If you’re looking for a houseplant with minimal effort, succulents are the way to go! Here’s a few basic, general guidelines for growing top-notch succulents.
05
06
So why succulents? They are able to survive in dry conditions with little water consumption or sunlight. In fact, succulents are very easy to overwater so be sure to use as little water as possible. Make sure that the soil you plant the succulent in is fast draining so the excess water does not kill the plant.
Here are some helpful tips to growing succulents:
1. WATER It’s true that succulents generally need less water than most house plants. A good rule of thumb to begin with is to water them once a month in winter, and once a week in all other seasons. Pay attention to your plants and if they are looking crusty around day five or still moist after nine days, then adjust your schedule accordingly. You should water them just enough so that you see the water start to drain out the bottom. Succulents should almost completely dry out in between thorough waterings. Overwatering is one of the biggest causes of death in succulents as it usually leads to plant rot. If leaves become too soft and droopy, you’re watering too much. Also, succulents prefer rainwater or distilled water at room temperature. Cold water can shock their roots and kill them.
2. LIGHT
4. SOIL
5. FERTILIZER
Succulents require bright, indirect sunlight. In nature, they are often sheltered by larger plants so that they only receive filtered sunlight through the cracks instead of full on rays. They are not looking for a Jersey Shore tan and it’s better to keep them out of direct light. If the leaves look “bleached,” yellow, tan, red or your plant appears to be bending significantly towards the sun then it needs a shadier spot. If new growth on your plant is light green and elongated, it needs more light.
Succulent plants have a need for a well draining soil, whereas most house plant soil is the opposite. Succulent soil should be approximately 1/3 regular soil, 1/3 horticultural pumice (gravel works, too), and 1/3 horticultural, coarse sand (sandbox-type sand is not a good choice as it’s usually not washed and can contain salt). With the increasing popularity of succulents and cacti, you can likely find soil especially made for succulents.
Too much fertilizer can be worse than none at all. Use a low nitrogen fertilizer at about ½ to ¼ the recommended rate. You may also be able to find fertilizer made for succulents. This component is not completely necessary as too much fertilizer can kill your plant.
3. TEMPERATURE Despite their desert dweller reputation, succulents are much more cold-tolerant than people assume. Similar to the desert, where there is a marked difference between night and day, succulents thrive all the way down to 40ºF (4ºC). However, they prefer daytime temperatures between 70-85ºF (21-29ºC) and nighttime lows of 50-55ºF (10-13ºC). These temperatures slightly decrease in winter when they are dormant.
If you want to learn more, we recommend researching the particular species of succulent you have to find out its exact preferences.
POPULAR CHOICE
HYDRANGEA MARGARET RHODES* There are approximately 23 species of Hydrangea, only five are widely cultivated in the U.S. The most popular species is Hydrangea macrophylla, which is commonly known as bigleaf, French, garden or florist’s hydrangea. It produces large inflorescences of white, pink or blue flowers in early summer.
05
06
Hydrangea are so popular with florists because they come in multiple colors, and they are a great filler! But, be sure to keep the hydrated because they drink a lot of water!
F E AT U R E
THE WORLD’S OLDEST AND LARGEST INDOOR FLOWER SHOW
PHIL LPHIA WER S
LADE A FLO SHOW DAVID PIERCE*
HISTORY Philadelphia is the home to America’s first horticultural society, The Pennsylvania Horticultural Society, founded in 1827, and the world’s oldest and largest indoor flower show. The Philadelphia Flower Show was first held in 1829 in an 82-by69-foot building called Masonic Hall on Chestnut Street. Twentyfive Society members showed off their horticultural treasures, including a variety of exotic and native plants.
13
14
In 19 66, the Show was presented in the lower level of the Civic Center and, in 1968, PHS became the official producer. The Flower Show remained in the Civic Center until 1996, when it moved to its current location at the Pennsylvania Convention Center. In this Center City venue, the Show encompasses 33 indoor acres, with exhibit space taking up 10 acres of the main exhibit hall. The Show now entertains more than 265,000 people each year.
This year, the 2015 Philadelphia Flower Show will have a theme of Disney movies. Floral designers have created various types of environments and displays to represent different scenes of classic and new Disney titles. Here are just five of the many jaw-dropping reasons to consider braving the Schuylkill Expressway to have a first-hand look:
1. THE MOVIE MARQUEE Wow. You’ll think you’re entering a Hollywood premiere from yesteryear as you walk down the red carpet and under the neon-lit theater marquee, titled “Lights, Camera, Bloom!” The marquee is adorned with literally thousands of cut flowers, and the garden beds around the box office are glowing with thousands of live red begonias, variegated geraniums, red salvia and ferns. A nice extra touch: A stand is selling fresh popcorn just inside the entry, giving the place the smell of the theater as well as the look.
2. THE HUGE MOVIE SCREEN Once you’re inside the “theater,” the back of the marquee is a 36-foot-wide screen that shows collages of famous film clips as well as poignant short films that attempt to answer the question, “What is beauty?” This back side features the show’s biggest-ever floral arrangement - an elevated 8-foot-tall urn of roses - as well as three humongous, balloonlike chandeliers decorated with thousands more cut flowers
and a sculpture called “The Projectionist” made out of old movie cameras and film reels.
3. CINDERELLA’S WEDDING Robertson’s Flowers of Wyndmoor built one of the most eye-grabbing displays with an oval white stage set up to depict the fairy-tale ending of Disney’s Cinderella classic - what her wedding might have looked like. The long tables have white satin tablecloths and arrangements of white roses and white hydrangeas, all topped off with a hanging, slipper-shaped, whitesatin chandelier overhead. The glass slipper is encased atop a centerpiece arrangement.
4. THE PERSIAN GARDEN Malaysia’s Inchscape design firm built this display garden as an inspiration from the film “The Prince of Persia.” It’s a landscape of tropical plants that surrounds a moat. An exotic “mogul pavilion” is the garden’s focal point, sitting at the water’s edge.
5. THE OUTDOOR MOVIE THEATER Rather than build around a particular movie, the E.P. Henry Co., which manufactures paver and wall stones, decided to show visitors how to enjoy watching movies in their own back yard. The company built a dreamy patio with retaining walls, a pergola-covered bar, and an outdoor living room with comfy, cushioned furniture. It all faces an elegant, 10-foot-tall, plantcovered brick wall that has a drop-down movie screen.
GALLERY »
18 17
O R C H I D
FLORIST CHOICE
SIMPLE BEAUTY JOEY FLAHERTY* Orchids are one of our favorite tropical flowers. A single stem can make a beautiful statement all on its own which makes this a perfect flower for easy centerpieces - no design experience required at all! Beyond that, each orchid comes with multiple blooms per stem in the event that you want to get really creative. Orchids can complement other varieties and will add an exotic touch to your wedding flowers in bridal bouquets or table arrangements. We highly recommend our fresh cut mini-cymbidium orchids at wholesale prices as the best value in orchids for any event or occasion.
types of orchids are Dendrobian, Paphiopedilum, Cymbidium, Lady Slipper, Vanda, Brassia, and Vanilla, to name a few. Using orchids can brighten any room and add simple beauty to create an accent piece. One stem of orchids will do because of their size, but exceeding more than three in a piece can look overwhelming. Orchids also require sunlight and water to survive and florish.
Orchids come in 19 different types and many different colors. These colors range from purple to yellow to blue to white and even speckle. The most popular
FUN FACT Evidence of orchids appears from the age of the dinosaurs, 120 million years ago, making them some of the first flowering plants.
DESIGNER TOOLS
RUBBER GRIP $14.00
SEQUIN MESH $12.00
19
20
FLORAL SHEARS $12.00
3M PAINTERS TAPE $10.00
GREEN FLORAL TAPE $3.00
SILVER DROP PINS $9.00 GREEN FLORAL TAPE $8.00
FLORAL KNIFE $6.00
GREEN VINYL TAPE $25.00
F
U
L
L
R
F
T
T
E
L
L
U
T
L
U
R
T
T
O
F U
R
E
O
O
R
R
I
U
L
L
U
I
O
F
U
U
U
R
E
E
C
F
U
L
R
R
I
O
F
U
F
U
R
E
E
C
F
U
O
R
R
T
O
U
F
T
T
E
E
C
F
U
L
L
U
I
O
F
U
F
T
R
E
E
C
F
U
O
R
R
I
O
F
U
U
U
R
L
T
O
R
R
F
U
L
L
U
U
O
F
U
F
T
T
E
E
C
F
U
L
R
R
I
O
F
U
U
U
R
E
E
C
F
T
O
R
T
E
C
F
F
F
F
T
T
E
L
L
U
T
T
O
E
L
T
O
R
L
U
U
L R
R
I
C
U
R
E
E
F
T
T
O
E
C
F
U
O
R
R
I
O
F
U
F
T
R
E
E
C
F
U
L
R
R
I
O
F
U
F
U
R
E
U
U
U
L
L
U
I
O
F
U
F
T
T
O
E
C
F
U
L
L
R
I
O
F
U
F
U
R
E
E
C
F
U
O
R
R
T
U
U
R
E
U
F
T
T
O
R
C
F
U
L
L
U
I
O
F
U
F
T
R
E
E
C
F
U
O
R
R
I
O
F
U
U
U
R
L
O
F
U
L
21
22
F L O R I C U LT U R E [ f l o h r- i - k u h l - c h e r ] noun 1. the cultivation of flowers or flowering plants, especially for ornamental purposes.
FUTURE
[fyoo-cher] noun 1. something that will exist or happen in time to come.
Witnessing a surge in demand for floriculture products in domestic as well as international markets, Indian farmers are increasingly taking up commercial floriculture. To meet the global demands, India plans to double its production by 2013. While utilizing natural resources like water and land can be justified for growing food crops, what justifies growing flowers? Is it just another wish for a sustainable planet surrendering to economic benefits!
for billions, while force the third-world countries into selling raw materials like food-grains in millions. Who said the world was fair?
“WE HAVE A WEB OF PE INVOLVED I GROWERS, ENTREPENE MARKETING
Many farmers of Nainital district in the northern state of Uttarakhand are switching to flower cultivation from the traditional wheat cultivation. Not that our wheat demands are going to decrease, but farmers, like corporate, have every right to think of economic benefits. So what if due to their act, more forest land will be cleared to make way for wheat cultivation at some other place? We mean it; it’s not their headache, but the government’s! Take for example Diwan Singh. He invested in a climate-controlled greenhouse last year to grow exotic flowers like lilium, chrysanthemum and gladiolus. This helped him cultivate flowers worth five lakh rupees in one year. “The returns from floriculture are good. I own a 600 sq. ft. polyhouse and my turnover is around Rs. 5 lacs. I easily make a profit of Rs. 2 lacs per year. Now I am planning to increase the size of my polyhouse to 1000 sq ft.,” he says. As it is more lucrative, traditional crops are increasingly giving way to floriculture. It’s not that Indian farmers are new to do so. Vast swathes of fertile Steppes in Europe have been converted to flower growing lands, while Europeans live on imports from the third world. They sell their technology
There’s a reason people like Diwan Singh have to be happy. It’s not just people giving away roses on birthdays, or ornamental and medicinal purposes, flowers are now being used in many intuitive was – cosmetics, bathing soaps and production of essential oils.
So while a girl in Africa might not have two meals round the year, an old hag in England must have a vanishing cream with essential oils from tulips – all to a dramatic effect – to make her look like a cosmetic shop. And then they have a new jargon to befool somewhat benevolent consumers; consumers these days are assured that ingredients for their cosmetics have been sourced through community fair trade practices and they are made to pay a huge premium for that. So while a small pack of normal cold cream may cost you Rs 40, the ones with essential oils, et al, will come for nothing less than a grand. We don’t say they don’t work; of course, they do – they are resulting into rapid conversion of agricultural lands into cosmetic-sourcing turfs.
Today, land under flower cultivation in India is growing at a rate of 20 per cent annually. According to the National Horticulture Board, the amount of land dedicated to flower production in India jumped 55 per cent to 1,83,000 hectares in the past five years. Indian floriculture industry has grown by 50 per cent in the last three years. Adds Jasvir Singh, a scientist at the Flower Research Institute of Himachal Pradesh:
“Farmers are opting for floriculture as their main business. So, I hope that in the coming years, they will earn more profits. There is greater scope for growing exotic varieties of flowers and there is a demand for them.”
varied climatic conditions and abundant labour at low costs, becomes a perfect setting for this global trade of escaping responsibility for a green future.
A WHOLE EOPLE IN TRADE , EURS AND G AGENTS.” And as the demand rises, new farming techniques are being developed to grow flowers even before their blooming season. Cities like Pune and Surat that have quickly adopted these techniques and are leading as the exporters of flowers. The flowers are sent mainly to Japan, the United States and other European countries. According to the governmental data, exports for floriculture products touched US $66 million in the year 2009-2010. Asserts T Jankiram, Head of Division of Floriculture, IARI,
“Definitely, it is going to increase. We have very good potential for exports and as well as domestic markets. We have very good domestic market that is waiting to be tapped.” Apart from infrastructure, the floriculture industry faces many issues, which have constrained its growth potential. Recognising the importance of the sector’s contribution to national agricultural economy, the Government of India, along with the state governments, has initiated programmes providing technical and financial assistance to the thousands of small and large flower-growing farmers. Of course, our government always thinks of ‘E for Economy’ than ‘E for Environment’. We have a whole web of people involved in this trade – growers, entrepreneurs and marketing agents. The floriculture industry’s demand has now shifted towards tropical flowers; India, with her enormous indigenous floral diversity,
Alas, the government is supporting it without much thought, even when less and less people are growing pulses and oil-seeds, and we are condemned to import them at inflated prices.