{ PRE-4TH OF JULY ISSUE }
Miami Flower Experience
JUNE
20I8
ISSUE No.16
in this issue: M I A M I F LO W E R E X P E R I E N C E - N AT I O N A L R O S E M O N T H - W E D D I N G C O L L E C T I O N 4 T H O F J U L Y P. R . E . P. - S Y M P A T H Y P. R . E . P. - B R E E D E R ’ S C O R N E R
LIVRIO
THE E-MAGAZINE OF RIO ROSES Issue No.16 JUNE 2018 PEOPLE OF RIO BLOOM OF THE MONTH MIAMI FLOWER EXPERIEN CE NATIONAL ROSE MONTH WEDDIN G COLLECTION 4TH OF JULY P.R.E.P. SYMPATHY P.R.E.P. BREEDER’S CORNER C A RE & HANDLIN G COMMUNIT Y OUTREAC H FOR INQUIRIES marketing@equiflor.com
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PEOPLE of RIO
RIO FAMILY TALKS FLOWERS WHAT ARE YOUR THOUGHTS ON TINTED PATRIOTIC FLOWERS?
NORMA HARDISSON > AC C O U N T I N G
Flowers that are tinted are so beautiful, especially when you can showcase them in such a way as to show your patriotism. < C A R A GA R D N E R SALES
What a beautiful way to show our love for our country with tinted patriotic roses. I think consumers would love to have them in their homes.
< M AYA S AGA S T U M E MARKETING
I love the look of natural flowers, so I would probably create an arrangement with a mixture of red, white and blue flowers rather than a tinted flower.
LUPE BARRERA > MARKETING
I personally prefer when flowers are not painted, but tinted flowers can be a nice detail, especially for celebratory events like the 4th of July.
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^ H E AT H E R R O G E R S SALES
Our independence should be celebrated and honored and I believe tinted roses are an amazing way to kick off the party. All of the patriotic colors are represented in one flower, which is a show stopper on its own and can easily be incorporated into a mixed bouquet.
BLOOM of the MONTH handpicked, fresh from our farm
Rio Carnations
Rio Carnations are recognized as having the longest vase life in the industry. Rio offers over 50 varieties in solid, novelty, assorted, custom pack and antique mix in Standard, Fancy and Select grades. Our Rio Carnations are â&#x20AC;&#x153;open cutâ&#x20AC;? ready for immediate conditioning and use.
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First Annual
MIAMI FLOWER EXPERIENCE
brings impor ters and wholesalers together in an extraordinar y way From May 31st to June 1st, the Sonesta Coconut Grove Hotel was transformed into a floral wonderland event, presented by the AFIF: Association of Floral Importers of Florida. The purpose of the event was to connect floral buyers with Miami flower importers, who were the hosts. Rio Roses was proud to be one of the host companies, working alongside other importers and AFIF to make this event a great success. Months before the event, AFIF and importers worked closely to define the theme, which centered around a spectacular flower wall exhibit. The idea was to recreate artistic murals like those in the Wynwood area of Miami. Each importer created a wall reflecting their signature products in a unique, colorful way. In building our flower wall, Rio Roses worked with one of the best floral designers in Miami, who created a masterpiece: a silhouette of the Miami skyline against a backdrop of our signature Rio Freedom and Rio Corazon red roses, with our LivRio magazine name designed in small Rio Buttons sprayed with gold. Beautiful sculptures created with Rio Oriental and LA Hybrid Lilies and Rio Liatris sprayed in red were placed in front of the wall While the flower wall exhibit was certainly a highlight, it was just one part of what was a lively and educational two days. The event began with a welcome lunch and speaker, followed by the opening of the flower wall exhibit, then an evening reception featuring the sights, sounds and tastes of Miami. The next day featured several educational sessions on topics such as the benefits of buying from importers in Miami rather than direct, and the use of social media. Participants celebrated the final evening in style with a cruise along the Miami Bay on a four-story, 128-foot yacht. Guests were treated to a lovely dinner overlooking the Miami skyline, two bands, and a Cuban cigar roller. This may have been the first Miami Flower Experience but certainly won’t be the last: “I just wanted to express to you what a wonderful time we had,” wrote one attendee. “I enjoyed getting to meet some of the folks I have only talked to on the phone. You all did a terrific job and should be proud of your first effort. It was great!” “We thoroughly enjoyed the talks and learned things that will give us a new understanding for our industry,” wrote another. “We appreciate everything. We were impressed.” The personal touches and care that went into creating this event made it truly memorable, and definitely one of the best events of the year.
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Humberto Alvarado & Susann Johnson Metro Wholesale
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Rob Klein Carbone
Victor Giorgini Rio Roses
Chris Johnsen Johnsen Wholesale
Oscar Fernandez & Jesus Gomez Rio Roses
Cecil Alfaro, Victor Giorgini, Jim Benson & Oscar Fernandez Rio Roses
Ken Gabri & Donny Patrick Premier Floral
Ricardo Sangio Rio Roses
Humberto Alvarado & Susann Johnson Metro Wholesale
Christine Boldt & Family AFIF
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J U N E : N AT I O N A L ROSE MONTH Celebrating the enduring beauty of this remarkable flower
It’s no surprise that June would be one of Rio Roses’ favorite months: It’s National Rose Month! For centuries, roses have been a symbol of love, beauty, war and even politics. In fact, in 1986, President Ronald Reagan signed a resolution declaring the rose as the National Floral Emblem of the United States, saying: “More often than any other flower, we hold the rose dear as the symbol of life and love and devotion, of beauty and eternity.”
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To honor the rose, here are some facts about the flower that is near and dear to our hearts: • The largest rose ever was bred in California, pink in hue and measuring 33 inches in
diameter. The world’s largest rosebush is a white Lady Banksia in Tombstone, Arizona, spreading over an arbor that covers 9,000 square feet.
• The world’s oldest living rose is located in Germany. Known as the rose of Hildensheim or
the thousand-year rose, it grows on the wall of the town’s cathedral and its presence has been documented since A.D. 815. The cathedral was hit by Allied bombers during World War II, and although the building was completely destroyed, the roots of the rosebush somehow survived and she blossomed among the ruins again.
• The world’s most expensive rose is the Juliet Rose, a 2006 variety created by famed rose
breeder David Austin. Breeding the rose took a total of 15 years and cost 5 million dollars.
•According to the Guinness Book of World Records, the tallest rose bush is a Bewitched
hybrid tea rose grown in La Puente, California, which achieved a height of 18 feet, 8 inches.
• One of the world’s largest private collections of roses is located in the hills of Tuscany. The
Carla Fineschi Rose Garden in Cavriglia boasts more than 6,500 varieties.
•What might sometimes be named a “black rose” is actually an exceptionally dark red rose.
A good example is the rose grown in Halfeti, Turkey: it appears pitch-black to the naked eye but is in fact a deep crimson.
•There are countless myths and legends in which the rose appears; moreover, in almost every
country in the Northern Hemisphere we find examples of it on coins, coats of arms, flags, banners, seals, paintings, and artistic collectibles.
•The rose is one of the only three flowers mentioned in the Bible. The others are lilies and
camphire (henna).
•Ancient Romans used roses as room decorations, and sometimes wore the flower as a
necklace. It was also believed in Roman circles that anything said sub rosa or “under the rose” was deemed to be top secret.
•Roses can live for a very long time: Rose fossils discovered in Colorado date back 35 million
years.
•In 2002, a miniature rose named “Overnight Scentsation” was taken into space to assist in
studies that aimed to show the effects of low gravity on the smell of roses. The study also aimed at learning how to improve the fragrances of a number of consumer products.
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RIOâ&#x20AC;&#x2122;S 2018
J U LY W E D D IN G CO L L E CT I ON Hand-curated by our Floral Designer
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1. 2. 3. White and cream hues are a classic choice for July wedding flowers, and when combined with lush greenery they create gorgeous, nature-inspired arrangements. This collection celebrates flowers from a variety of blooms.
4.
5.
RIOâ&#x20AC;&#x2122;S 2018 JULY WEDDING COLLECTION 1. 2. 3. 4. 5. 6. 7. 8. 9.
Rio Rio Rio Rio Rio Rio Rio Rio Rio
White Akito White Freesia Green Hypericum Aster White Symphony Escimo White Ranunculus Green Lisianthus Zambesi Oriental Lily Tiffany
8. 6. 7.
9.
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4th of July P.R.E.P ( P l a n , R e v i e w, E x e c u t e , P r o f i t )
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Parades, picnics, fireworks and fun: the 4th of July is a holiday filled with patriotic spirit and celebration! Red, white and blue are the colors of the day, and floral centerpieces and arrangements can bring those colors into full bloom at any 4th of July celebration. Following are a few ideas to help you market your business for this festive holiday.
Run special 4th of July sales
Drive customers to your shop by offering a 4th of July themed promotion or discount during the holiday week. Promote your offer on social media, and include images of patriotic floral arrangements for picnics, parties and other celebrations. This is the fastest way to get the word out about your sale and can attract a lot of new customers!
Offer free, patriotic giveaways at your store
When customers come in for their 4th of July flowers, offer a free giveaway as well. From a small flag with every purchase to a red, white and blue pen with your shop’s name and logo, there are many great ways to inexpensively participate in the holiday and promote your business all over town at the same time!
Participate in local events
Show your community spirit by joining in with local parades or events. Have some fun and advertise your business by walking in the parade or even just walking along the sidelines, handing out coupons or a flower tied with a ribbon and your business card. Let your employees bring their kids too – make it a fun, family occasion. You can also set up a booth at a local event and hand out free patriotic items along with your business card. Collect potential customers’ email addresses whenever possible, and follow up later with a special offer to those potential new customers.
Use holiday hashtags
Hashtag marketing is a great way to extend the reach of your business and help you find new customers. People may be looking up #4thofJulyFlowers, but you should also be more general with your hashtags to get them thinking of flowers when they think of Independence Day. Examples of what might be trending are #July4th, #4thofJuly, #IndependenceDay, #StarsandStripes, #RedWhiteandBlue, #Fireworks, and #America. Use these when posting images of your 4th of July arrangements.
Run an Instagram giveaway or contest
Host a selfie contest on Instagram to give away a free 4th of July flower arrangement! Encourage your followers to share patriotic pictures and hashtag the picture to notify you. Hold a drawing for the flower arrangement, then take a photo of the winner with their prize and share it across your social media accounts.
Get involved in your community and promote your business at the same time, and watch how fast your sales skyrocket this 4th of July!
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SYMPATHY P.R.E.P. ( P l a n , R e v i e w, E x e c u t e , P r o f i t )
The sympathy business has always been a mainstay of florists, yet floral needs have evolved over the years due to changing lifestyles, loss of traditions, and donations to charities in lieu of sympathy flowers. There are, however, promising new trends in the sympathy business; with so much potential revenue, itâ&#x20AC;&#x2122;s important to know how to maximize your marketing efforts in this area. Here are a few key strategies you can use to make sure your flower business is the #1 choice for local funeral homes, funeral directors and people in need of sympathy flowers.
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Personalize your designs One of the most important current trends in sympathy flowers is personalization: Families are using memorial services and celebrations of life to tell a story about their loved one, express their personality and inspire fond memories. Itâ&#x20AC;&#x2122;s important to work with your customers to create unique arrangements that bring comfort in a very personal way. This can be anything from unique spray shapes and grave blankets to memorial arrangements that complement cremation urns. Make sure to photograph each new arrangement you design, to create a portfolio to show to potential customers.
Connect with local funeral homes Develop a strong relationship with area funeral directors and their staff. Let them know that you are available whenever they need you, as in many cases their need will be immediate. Show them a guide that includes photos of available arrangements, focusing on how you can personalize these arrangements to meet the needs of grieving loved ones. Another way to strengthen this relationship is to make the funeral home look good. This can be as simple as providing weekly fresh flowers for their entrance, with your contact information next to or near the arrangement.
Develop a relationship with senior citizens These days, many seniors make their own funeral arrangements prior to death, so as not to be a burden to their loved ones. One way to assist seniors and their families when they are choosing their flowers is to connect with nursing homes: Provide local nursing homes and assisted living facilities with entrance flowers and become acquainted with the staff, who will then pass on your name as a recommended florist. Many senior groups also have monthly functions or annual events, like the Red Hat Society, AARP, and local senior citizen halls. Become familiar with these and whenever possible, donate flowers to their main location or for their events.
Promote your sympathy business Make it easy for people to find you when they are looking for a florist during what can be an emotionally challenging time. Create a tasteful marketing piece that funeral directors can use to refer you to families. You can also place targeted banner ads on funeral planning websites like FSN Funeral Homes. With a targeted strategy implemented in a tasteful, respectful way, your sympathy business will continue to grow, year after year.
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BREEDERâ&#x20AC;&#x2122;S CORNER
Rio Roses from Equiflor is excited to introduce our sixth breeder, Ball.
HISTORY The Ball Horticultural Company or â&#x20AC;&#x153;Ball Hortâ&#x20AC;?, as it is fondly known, is a multinational organization headquartered in West Chicago. Founded in 1905 by Mr. George J. Ball, the company remains a family business to this day. Ball Horticulture has a global family of breeders, research and development teams, seed and vegetative producers, and distribution companies with a strong presence across six continents and in 18 countries. Ball breeds for the professional growers of fresh cut, potted and bedding ornamental flowers. Ball SB represents the Ball Horticultural Company for vegetative material for fresh cut flowers in the highland tropics.
BREEDING Ball continuously works to produce new flower forms by selection, crossing and hybridizing, applying genetic principles to improve desirable traits, like stem height, flower color, vase life, and more. Breeding a new variety takes time, patience and ingenuity; from start to finish it may very well take five to six years or longer. Whether using high-end technology at a molecular level or pollinating by hand with a paintbrush or by using bees, Ball takes great care with all breeding procedures. For them, breeding truly is an art. These same techniques and criteria are used when it comes to improving varieties already on the market. Through its breeding company, Panamerican Seed (PAS), Ball has produced a taller-cut fresh-flower Anemone; an odorless Limonium Hybrid; many colorful Snapdragons; whiter and more resistant Gypsophila; Stocks in a rainbow of colors; programmable Delphiniums; more disease-resistant Lisianthus; and taller, self-cleaning, longer-vase-life Dianthus, among others. Just as importantly, Ball has always kept in mind that the ultimate goal is to produce varieties that are more sustainable for our planet. At Ball, they know it is no accident that the flower industry is one of the most rapidly growing industries in the world: Flowers can bring wellness and positive emotions, something that is more important than ever in these hectic times. Ball sources and promotes first-to-market and high-demand plants from independent suppliers around the world through Ball Ingenuity. The plants are then distributed exclusively through Ball companies.
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DIANTHUS SWEET:
Ball Helix A multi-disciplinary team of experts in molecular biology, cell biology, analytical chemistry and intellectual property, Ball Helix works closely with Ball breeding and production units to develop innovative commercial horticulture products.
- Color : Red, Purple , Scarlet, Magic Pink, White, Black Cherry, Coral - Stem Height (cm) : 70 - Flower : 8 cm in diameter - Highly productive
LIMONIUM SKYLIGHT: -
Color : Purple Stem Height (cm) : 80 Highly productive Odorless
Seed Technology Services Ball offers exclusive seed enhancements including Ball Controlled Growth, coated, pelleted and primed seed.
STOCK KATZ: - Color : White, Yellow, Apricot, Carmine, Rose, Pink, Light Pink, Light Blue, Blue, Dark Blue, Purple - Stem Height (cm) : 70 - Highly productive
SNAPDRAGON: To learn more about Ball Horticultural Company, visit www.ballhort.com
We would like to hear your opinion on the selected varieties provided by Ball. Please send us an email to marketing@equiflor.com and share your feedback!
- Series for any climate - Color : Available in a wide range of colors - Stem Height (cm) : 90 - Highly productive
GYPSOPHILA MIRABELLA (MEDIUM SIZE FLOWERS):
-
Color : Super White Stem height (cm) 90 Disease resistant No additional lights to flower Very hardy plant Highly productive
DIANTHUS AMAZON: - Color : Cherry, Purple, Magic Rose - Big umbrella (cm) : 20 - Stem height (cm) : 90 - Highly productive RIOROSES.COM 19
CARNATIONS: OLD SCHOOL NEW RULES CARE & HANDLING Carnations, and Mini Carnations, tend to get a bum rap. Many people see them as old fashioned; “Grandma” flowers. The origins of Dianthus Caryophyllus, or Carnation as it is commonly known, are difficult to pinpoint. Probably native to the Mediterranean region, their exact beginnings are unknown due to widespread cultivation over the last 2000 years. They have stood the test of time with good reason. Carnations are one of the most incredibly hardy flowers in the market today, with an average of 7-14 days vase life. Carnations and Mini Carnations travel well, hold their shape and color, and can easily outlast most other flowers in a bouquet. Dianthus translates to “Flowers of the God” and “Flowers of Love”. Symbolizing virtues of love and enchantment, each shade represents different sentiments. The range of colors available is nothing short of spectacular. Variegated and two tone varieties provide extremely unique design elements, adding touches of color, and texture, to compliment any home décor. Extremely versatile, Carnations used in contemporary designs will leave you speechless; especially when you take a look at the reasonable price tag. Most common defects are: 1. Early Sleepiness due to ethylene exposure 2. Split calyx due to production conditions 3. Buds fail to open due to improper hydration The list is rather short for possible issues with Carnations and Mini Carnations. A few easy steps you can be sure they’ll go the distance: Carnations and Mini Carnations are ethylene sensitive; insist that your supplier treats with an ethylene inhibitor such as EthylBlocTM or EthylGuard to protect against exposure. Do not store or display near ripening produce or products that produce ethylene. Start with a clean bucket, sanitized with D.C.D.® cleaner. Fill buckets with water mixed with flower food solution according to manufacturer’s recommendation. Do not put flowers directly into metal/galvanized buckets as these are toxic to flowers. Use clean, good quality water and do not use water that has been treated with a water soften as the salt levels can be damaging to flowers. Cut or don’t cut stems if using Floralife® Express Technology and be sure to Quick Dip. Re-cut stems approximately 1” using clean, sanitized clippers or knife. Always re-cut stems between the nodes. Remove any foliage that fall below the solution level. Place flowers in prepared container. Allow minimum 2 hours to hydrate placing buckets in an area with good airflow. Always remember FIFO when rotating Carnations and Mini Carnations.
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To learn more about best practices from the experts in flower care, visit www.floralife.com
“In the truest sense, freedom cannot be bestowed; it must be achieved.” - Franklin D. Roosevelt
RIO PINK ILLUSION CARNATIONS
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COMMUNIT Y OUTREACH
HONORING OUR HEROES ON MEMORIAL DAY Rio Roses is a strong believer in supporting as many philanthropic causes as possible, and this year we were proud to donate several boxes of Rio roses to the Memorial Day Flowers Foundation. The Memorial Day Flowers Foundation honors those who bravely served our country. They work with local organizers and volunteers to place roses and other flowers on gravesites at National, Veterans, and Local Cemeteries across the United States. We at Rio Roses were thrilled to support this wonderful organization.
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ANNIVERSARIES + BIRTHDAYS
“Thank you for your years of dedication to our team. You are terrifically tireless, exceptionally excellent, and abundantly appreciated.”
“Happy Birthday. May all your B-day wishes come true on your special day.”
Raul Marrero Emilio Martinez
Steve Steinberg Aerlim Diaz Eliezer De La Cruz Duban Builes Maya Sagastume Carlos Roa Fernando Martinez Annmarie Zamora Ricardo Sangio
6/3/1991 27 yrs 6/29/2015 3 yrs
06/01 06/08 06/09 06/17 06/17 06/23 06/26 06/27 06/27
Sr. Account Executive Chief Financial Officer Farm Sourcing Quality Control Marketing Manager Director of Sourcing Graphic Designer Farm Sourcing Manager Sales
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