Press Releases

That Flower Feeling thanks Miley Cyrus for being the unofficial ambassador for flowers 

As per the lyrics of her now infamous song, Miley doesn’t need anyone to buy her flowers.So instead, That Flower Feeling thanked her with the next best thing: a defiant, Miley-inspired vase.

When Miley Cyrus unintentionally captures your brand purpose in a song, there’s only one thing that can be done: thank her for the selfless act and make her your unofficial ambassador.

The lyrics in Miley’s billboard-topping song Flowers, “I can buy myself flowers” have become an anthem for self-empowerment. Turning what’s typically seen as a romantic gift into a rebellious act of self-care.

It’s a message that’s not far from what the flower brand, That Flower Feeling, has been communicating to consumers. As Heather Lewis, Strategy Director at 180 Amsterdam explained: “That Flower Feeling has always believed that flowers are a powerful and simple act of self-care. One with benefits backed by science. So, when we heard Miley singing the same tune, we knew we had to thank her properly.”

But when it came to thanking Miley, That Flower Feeling couldn’t send her a regular floral gift. Because, as per the song’s lyrics, Miley doesn’t need anyone to do that for her. So instead, That Flower Feeling thanked her with the next best thing: a customized vase that perfectly captures her boldly defiant spirit. 

Made personal with Miley’s tattoos, the hand vase’s curious shape is designed to either be seen as a raised fist for self-empowerment or a bold sign to her ex, depending on how she feels. With the latter gesture resulting in a pose that has become part of the rebellious singer’s personal brand.

But That Flower Feeling didn’t stop there. The brand has also taken out billboards in the singer’s neighborhood, as well as a mobile billboard in LA, to personally thank her for celebrating flowers as the ultimate act of self-care.

Steve Dionne, Executive Director at That Flower Feeling said: “When one of the world’s most famous pop stars sings about what your business stands for, you must join the conversation. By thanking Miley on a larger-than-life scale, we’re able to stoke the cultural fire and make sure That Flower Feeling appreciates its newest, unofficial ambassador.”

That Flower Feeling has been shifting perceptions about flowers as self-care for the past year, since launching its first-ever ad campaign, ‘Flowers. Self Care Made Easy’. The work pushes against the overly complicated and at times ridiculous self-care rituals that have varying degrees of effectiveness, offering an easy alternative, backed by science: flowers.

Miley Cyrus’ song Flowers launched in early January 2023 as the lead single in her latest studio album Endless Summer Vacation. The song went straight to number one, breaking the record as the most streamed song in a week on Spotify during both its first and second week. It debuted at the top of the Billboard Global 200 chart, has been at number one in the US for the last five weeks while also reaching number one in over 35 countries.

EDITOR’S NOTES

About That Flower Feeling
That Flower Feeling is a collaborative effort by the U.S. floral industry to promote the use and enjoyment of fresh cut flowers in the United States. Launched in 2022 by CalFlowers association, the consumer-facing brand is educating consumers about the importance of enjoying flowers in our everyday lives to experience the proven benefits on mood, creativity, and connectivity. Regardless of how flowers come into our lives – whether it be as an act of self-care or a gift of love –flowers provide tangible benefits to those who experience their natural beauty.

For more information, please visit https://www.thatflowerfeeling.org/ Or contact Steve Dionne, [email protected] // (760) 213-3996

About 180
180 exists to create The World As It Could Be. It operates as a unique global ecosystem with major hubs in Amsterdam, LA and New York and specialist hubs in Tokyo, Paris, and MENA. 300 world class professionals all committed to radical collaboration and the belief that there is nothing more powerful than a fresh perspective. Dedicated to creating ideas that have a positive impact on our clients, our people and society. And we’ve been doing it for a while. 20 years. And counting. Delivering end-to-end creativity across advertising and content, data and insights, brand strategy, digital innovation, consultancy, and design. Working with the brands, people and partners who choose to see the world just like us. Not as it is. But as it could be.

For more information, please visit https://www.180amsterdam.com/
 

Annual CalFlowers Scholarship Recipients

About The CalFlowers Scholarship:
The CalFlowers Scholarship is for undergraduate students attending an accredited California college or university (first priority) or an undergraduate California resident attending an accredited college or university elsewhere in the U.S. (second priority). Students applying for this scholarship do not need to be majoring in an agricultural program but must demonstrate a commitment to seeking employment in the floriculture industry after graduation. A work history or a meaningful internship experience in floriculture is necessary if the applicant is not obtaining an agricultural degree. Students should have a GPA of 3.0 or higher. 


Carla Quimson, Cal Poly Pomona, Landscape Architecture, Urban Planning CalFlowers 2023 Scholarship - $4,250
“This scholarship means that I can focus on my education and not worry about finances. Most importantly, it means that there are people like you who support and stand behind every student like me to succeed and to help better our future.” 

Click Here to read the full press release from AFE and to see the full list of scholarship Recipients.

Chelsea Flood - Cal Poly San Luis Obispo, Nutrition, Agriculture Education CalFlowers 2023 Scholarship - $4,250 
“This scholarship will significantly fund my education at Cal Poly and allow me to keep working at the Poly Plant shop. Without this scholarship I would be much more stressed out about working to pay for my college, but I can instead enjoy the job I have while still being a full-time student. “ 

Click Here to read the full press release from AFE and to see the full list of scholarship Recipients.

Kiara Benavides, Agriculture Science Major is the fourth recipient of the CalFlowers Scholarship - 2021

CalFlowers Scholarship — $6,400 Recipient: Kiara Benavides, California Polytechnic State University
Kiara Benavides (pictured left) is a senior at California Polytechnic State University, majoring in Agriculture Science with an Ornamental Horticulture emphasis and minoring in Agribusiness. Kiara is a leader in multiple organizations at her school. She clearly supports her goal of teaching floral design and ornamental horticulture in high school and being a Future Farmers of America career coach. While in school, Kiara works at Poly Plant Shop located at Cal Poly's Horticultural Unit. In this position, she produces custom floral pieces and arrangements for retail and sells custom bouquets and cut flowers at San Luis Obispo Farmers Markets. She is also employed as a field research assistant at the Cal Poly Strawberry Center that partnered with the California Strawberry Commission to increase the sustainability of the California Strawberry industry through research and education that addresses industry needs. Following graduation, Kiara plans to enroll in Cal Poly's Master of Agriculture Education program. Through this program, graduate students complete their master's degree, student teach, and receive their teaching credentials in one academic school year. “My absolute dream job is to become an Agriculture Teacher back home in the Central Valley. Teaching agriculture curriculum will allow me to teach floriculture courses,” said Kiara. “I aspire to introduce students to the industry and hopefully encourage some to pursue personal floriculture and horticulture endeavors!” The California Association of Flower Growers & Shippers (CalFlowers) was founded in 1941 by a small group of flower shipping companies to foster the success of the California floral industry. Today, CalFlowers is the leading floral trade association in California serving growers and the entire supply chain in CA and 47 other states across the country. The CalFlowers Scholarship is for undergraduate students attending an accredited California college or university or an undergraduate California resident attending an accredited college or university elsewhere in the United States.

Click Here to read the full press release from AFE and to see the full list of scholarship Recipients.

Nichole Davidson, of City College of San Francisco Student Is The Third Recipient of the CalFlowers Scholarship - 2020 

Nichole Davidson, (pictured left)a senior at City College of San Francisco, has been selected to receive the third annual CalFlowers Scholarship. The scholarship is awarded every year to an undergraduate student who demonstrates a commitment to working in the floriculture industry.

Nichole Davidson, expects to graduate in December, with an associate degree in Nursery and Garden-Center Operation and Commercial Cut Flower and Greenhouse Production.  Following graduation, Davidson will seek a career in greenhouse and nursery management.

For the past two summers, Davidson has interned in Italy at Cascina Borgofrancone in Colico, and at Villa Boccanegra in Ventimiglia. She has served as a lab aide at the City College of San Francisco for three years. “My next step in education is to find and attend graduate school for ethnobotany. I am also writing a book on the edible and medicinal plants of the bay area and where to find them and how to grow them,” said Davidson. She plans for this to be the first of a series featuring various travel destinations.

Click here to see all of the AFE scholarship award winners.

Helene Dondero, Agricultural Science Major, Is The Second Recipient of the CalFlowers Scholarship - 2019

Helene Dondero, a senior at California Polytechnic State University in San Luis Obispo (Cal Poly), has been selected to receive the second annual CalFlowers Scholarship. The scholarship is awarded every year to an undergraduate student who demonstrates a commitment to working in the floriculture industry.

Dondero is a senior at Cal Poly majoring in agricultural science with an emphasis in ornamental horticulture and a minor in agricultural business.  She grew up in the floral industry, working in her family’s business, Fiore Floral and Gifts, and participating in and leading numerous student and industry organizations at Cal Poly and with Future Farmers of America (FFA). She plans to return Cal Poly to complete a master’s degree in agricultural science after she graduates in the spring of 2020.

“My goal is to be an agricultural science teacher and FFA Advisor. I will be able to share my general knowledge of agriculture with my students, and the knowledge I’ve gained from my hands-on experience working in floral, wholesale, and growing operations,” said Dondero. “I feel that from this hands-on experience – and relationships I have built in the industry – I have a greater understanding of the vastness of the horticulture industry, and I look forward to sharing that with my students.”

Roamie Thatcher, Horticulture Major Is First Recipient of New CalFlowers Scholarship - 2018 

A City College of San Francisco student has been selected to receive the first annual CalFlowers Scholarship. The scholarship will be awarded every year to an undergraduate student who demonstrates a commitment to working in the floriculture industry.

Roamie Thatcher, a San Francisco Botanical Gardens volunteer, private gardener, and community gardener, is the first to be awarded the $2000 scholarship.

“I have been gardening since I was seven years old, when I planted a fairy garden in my backyard. Next came raised beds and a community garden, and now I’m taking horticulture classes at City College of San Francisco and volunteering at the San Francisco Botanical Gardens,” said Roamie.

When asked about her future plans, Roamie replied, “I would like one day to own my own wholesale plant nursery that specializes in ancient and medicinal plants.”

About American Floral Endowment (AFE)
The American Floral Endowment( AFE) provides more scholarships in floriculture than any other organization to help attract, retain, and support young professionals in our industry. AFE scholarships act as a powerful catalyst for the next generation of floral industry leaders. Financial constraints can deter many students, but with the help of these scholarships, future industry leaders and innovators can access quality education and training, paving the way for a promising future in the floral industry.
 

 

For Immediate Release

Contact:  J Schwanke
Phone:  616-446-6086
Email:  [email protected]

 “TV Show J Schwanke’s Life In Bloom Inspires Viewers to Arrange and Enjoy Flowers” 

Grand Rapids, MI, August 24, 2021 – “This is exactly what I had hoped would happen – that people would not only watch the show but be motivated to try arranging flowers – and experience the benefits themselves,” says J Schwanke, host and creator of the television show “Life in Bloom,” seen nationwide on public television stations (PBS). (Pictured left - J enjoys sharing the simple pleasure of arranging flowers for yourself with his guests on “Life in Bloom”- picture Trina Weller and J Schwanke).

“My initial goal was to make people comfortable with flowers,” J continued. “I wanted to remove the intimidation factor. Have you ever noticed when someone gives a bouquet - like a hostess gift - neither the gifter nor the recipient wants to arrange them. They love the flowers but are afraid they won’t place them in the vase correctly.” J shows viewers simple techniques that lead to success.

“Remember, the only person you really need to please is yourself, so give it a try!” J noted. “And judging by the response to the show and the dramatic uptick in flower sales, viewers are succeeding!”

“I’m thrilled to receive personal notes, and comments from viewers via e-mail and social media,” enthuses J. “The show is really connecting the dots for viewers, and they are sharing their experiences of arranging flowers and enjoying the experience.”

“These messages are inspiring for me. Including one, that was a beautiful hand-written note in the mail – yes, snail mail – inside a lovely card from a viewer in Colorado,” recounts J. (Pictured right - Actual Photos submitted by viewers of Flower arrangements they were inspired to make after watching “J Schwanke’s Life in Bloom”)

Susan P. wrote, “I’ve learned so much about incorporating plants and flowers into nearly every aspect of my life, my garden, my gifts and my lifestyle. It’s become part of how I see myself now in nature.”

Another viewer, Lisa K., shared the following, “I'm kind of smitten with the idea of having little arrangements around my home to remind me that I deserve a little extravagance and frivolity in my life, and I don't have to have loads of money to acquire it.” 

“Shortly, viewers started sending in pictures of flowers they had arranged themselves,” J notes, “it’s wonderful, not only that they are discovering the power of flowers first-hand - which is so important, but that they take the time to share what they have created with me. I am so grateful.”

From Virginia K. in South Carolina, “I love your style of floral arranging and have learned soooo much. I've attached a photo of my latest. My husband said, ‘J would be proud!’”

Jackie B. from Long Island New York shares the following, along with her photo, “My supermarket bouquet had a Protea! I was so excited when I saw these. I added the Lilies.”

A couple of weeks later Jackie B. followed up with, “Here is this week’s supermarket arrangement. I buy two different bouquets and mix them together. Finally, some Snapdragons! I tucked some of the large carnations deeper. Stay tuned!” including another picture.

Tennessee viewer Carol D. writes, “I recently applied skills you taught me to purchase grocery store flowers, prepare and arrange them. I was very pleased with the results. Many thanks and keep up the good work.” (Pictured left - J Schwanke- Host of "J Schwanke’s Life in Bloom" on Public Television).

Some viewers have likened J to PBS icon Mr. Rogers and referred to J as “the Bob Ross” of flowers. “Those are amazing compliments. To be mentioned in the same breath with such legends of kindness is humbling, without a doubt,” says J.

“While such comparisons are almost surreal, the notes and pictures of viewer-made arrangements are very real and so inspiring for me,” says J. “However, there are also viewer messages that really reflect the true power of flowers. I am humbled that they would share their personal challenges, and I am gratified that they discovered that flowers could make such a difference in their lives.”

Along with a steady stream of pictures of her arrangements, Claudia D. from Colorado has shared, “I do know for sure; I would LOVE to share my story of how I found you on TV during some of my darkest and scariest days. I can’t thank you enough for helping me through those times.”

“It’s not me, it’s the flowers,” J asserts.


(Pictured above: Simple Easy to create Flower projects- are part of each “Life in Bloom” episode.)

J Schwanke’s Life in Bloom is still accepting underwriters for Season 4, which debuts nationwide in the U.S. in April of 2022.

Inquiries and input about the show are always welcome at: [email protected].

J Schwanke’s Life in Bloom is presented and distributed by American Public Television. Check local public television listings to find out when J Schwanke’s Life in Bloom airs in your area. The show is also available to stream for free via www.uBloom.com/LifeInBloom and the PBS App.

# # #

 
 
<< first < Prev 1 2 3 Next > last >>

Page 3 of 3