More Americans enjoying more flowers more often...

Volume VIII, Issue 5

May 2022

In This Issue ...

  1. Fun 'N Sun Updates
  2. Fresh Path Marketing
  3. Memorial Day Flowers
  4. 2022-2023 Membership Dues Are Due June 1st!!!
  5. Service First Processing Is A Great Member Benefit
  6. Optimizing for the Current Reality and Predicting the Future
  7. Transportation
  8. Welcome New CalFlowers Members

2022 Events:

International Floriculture Expo
June 7 - 9
Miami Beach Convention Center
Miami Beach, FL


Slow Flowers Summit 2022

"Inquire Inform Include Instigate Inspire"

June 26 - 28
Pocantico, NY



AIFD Symposium "Roots"
July 4 - 8
Caesars Forum Las Vegas Las Vegas, NV

Fun 'N Sun
"All About Flowers"
Aug. 29 - Sept. 1, 2022
Hotel del Coronado
Coronado, CA

Click Here to Rediscover the California legend - Hotel del Coronado.

SAF Orlando 2022

September 6-8
Orlando, FL

Latest Legislation

Click Here to read the latest Legislative updates.


Is a cooperative effort to get more Americans enjoying more flowers, more often. From upscale florists, farmers markets or grocery stores — as long as people are bringing home flowers regularly, that’s good enough for us.

We want everyone to experience the impact of flowers on a daily basis. They’re a beautiful, natural dose of feel-good, so why should they be reserved for special occasions?

Even the most modest bouquet of flowers can have all sorts of positive short and long term effects on how we feel — in other words, it’s that flower feeling.

Click Here and request access to all of the FREE Assets That Flower Feeling has to offer.


Self care has become a lot of work. You gotta pamper, practice mindfulness, balance life and work, and be awesome at all of them. Flowers on the other hand are self care made easy. They won't replace working out or eating well. But they're a spiritual tune-up. So treat yourself to a little off-the-shelf self care.

May Birth Flower:

with its small, dainty, bell-shape white flowers, is a perennial ground cover that spreads aggressively given the right conditions. These flowers represent sweetness and purity,

Also referred to as Our Lady’s Tears, May lily, and May bells, Lily-of-the-valley (Convallaria majalis) is not actually a lily, but rather a member of the asparagus family, Asparagaceae. Native to Eurasia, lily-of-the-valley has become naturalized in North America, having been planted in home gardens for its simple foliage and lovely flowers.

It produces pendulous, bell-shape white flowers with a strong, sweet smell. It can also produce pink or purple blossoms. 


"New Member" Spotlights

To see all of our past Featured "New Member" Spotlight stories Click Here.

If your company would like to be a featured "New Member", please contact Monnaie Pepin for more details.

Past CalFlowers Newsletters 

Click Here to view past CalFlowers Newsletters now available on our website.

CalFlowers News

Our goal is to communicate with our members and interested parties on a monthly basis about recent, past, and upcoming events, program updates, and general information about CalFlowers engagement in the industry on behalf of the membership.

If you have an announcement or story you think our members should see, contact Monnaie Pepin, Director of Communications, Events and Administration.

2022 - 2023
Membership Directory Available Online

To purchase additional printed copies of the 2022 - 2023 Membership Directory please  Contact Lani Conklin.

For Members Only Access

Click Here for a quick reference guide on how to log into the members only site.

Social Media

Visit the CalFlowers Facebook page 

Check in for news, upcoming events, photos, and topical items.  

Click below to find us on: 





Fun 'N Sun Updates:

Sponsorship Deadline Approaching:
We want to offer you the opportunity to increase awareness of your organization and gain new customers at our upcoming biennial Fun ‘N Sun Convention, “All About Flowers”

Click Here to view all sponsorships available!

Submit sponsorships by Wednesday, 5/18 and your company name and sponsorship will appear in our full color brochure, which will be mailed and emailed out to over 2,500 members and prospects. 

Fun ‘N Sun is set for August 29 – August 31, 2022, and will be held at the Hotel del Coronado in Coronado, CA.

There are many sponsorship opportunities available, and here’s just a sampling:

  • Host one of the golf tournament holes on Monday,
  • Sponsor the Fun 'N Sun Floral Display,
  • Contribute to the flower fair pre-show event on Tuesday,
  • Cover lunch at the Wednesday Flower Fair, or
  • Host one of the "After Parties" to give your company more exposure

The sooner you check out the full list of sponsorship opportunities and sign up, the better the chance that you will find the perfect vehicle to market your organization.

Each sponsoring organization will be included

  • in the Fun ‘N Sun program book that will be handed out to each attendee
  • on all signage during the convention
  • on the CalFlowers website
  • in Social Media posts leading up to the convention

Click Here for the complete list of sponsorship opportunities.

If you have any questions about sponsorship, please contact:
Chris Johnson @ (760) 533-5580 - 
[email protected].

Room Block & Overflow
Our room block at the Hotel del Coronado is sold out but we currently have 2 overflow options available.  Click Here to check out the hotel information for the overflow hotels.

Booth & Tabletop Reservations
An email announcing the date and time the booth / tabletop reservations will be going out to all members will be sent the week of 5/16. We are waiting on the fire marshal approval of the floor plan, which we expect to get back any day now.

Convention Registration:
Convention Registration will open late next week.  We are busy finalizing the exciting events, educational sessions and hands-on classes.  An email announcement will be sent out with all of the information you will need to register soon.

Thank you to the following companies for sponsoring the 2022 Fun 'N Sun "All About Flowers" Convention:

Accent Décor
Armellini Logistics
Ball SB
Calmex Wholesale Growers & Shippers
CamFlor Inc.
Continental Floral Greens
Design Master
Details Flowers Software
Fiorebella Inc.
Flamingo Holland, Inc.
Florabundance Inc.
Floral Supply Syndicate
Floral Trade Distributors
Garden Roses Direct
Golden State Flowers, Inc.
Great Lakes Floral Association
Hortica, a brand of the Sentry Insurance Group
Jet Fresh Flower Distributors
Joseph & Sons Inc.
Mellano & Company
Oasis Floral and Floralife, a division of Smithers-Oasis Company
Ocean Breeze Farms
Society of American Florists
San Francisco Flower Market
Texas State Florists' Association
The Produce News
Wafex USA

CalFlowers Announces FreshPath Marketing as a designated Marketing Partner of That Flower Feeling

Earlier this year, CalFlowers launched That Flower Feeling, a major consumer-direct campaign and cooperative effort designed to get more Americans enjoying more flowers more often. In March, CalFlowers freely shared the full array of professional marketing assets for this campaign with the entire floral industry.  To date, over 200 floral companies have downloaded the assets for their own use.

In an effort to fully maximize and leverage all of the assets provided thus far, CalFlowers has partnered with floral industry marketing specialists, FreshPath Marketing, who will serve as a designated marketing partner for That Flower Feeling.

What does that mean for the floral industry?

FreshPath & CalFlowers want to ensure any education necessary regarding how to leverage the marketing assets of That Flower Feeling is available to businesses in every market segment. To that end, FreshPath has developed comprehensive programs and marketing strategies geared towards floral wholesalers and retailers as well as grocery and mass market floral departments

How Can FreshPath Help You?

For Retail Florists:

FreshPath will offer education on the campaign messaging and reach, as well as offer ideas on how to leverage the marketing assets for That Flower Feeling. In addition, to correspond with the Self-Care theme of this campaign, FreshPath will offer product suggestions for pre-book programs that complement the look and feel of That Flower Feeling. Lastly, FreshPath will offer guidance on how to successfully tie in That Flower Feeling marketing and messaging at the store level with in-store experiences your customers will love.  

For Wholesale Florists:

FreshPath will offer informative webinars for your customers designed to increase awareness of That Flower Feeling, its importance and consumer reach and the corresponding marketing assets. Whether your customers are traditional retail florists, florists who sell exclusively online or smaller grocery stores, FreshPath will offer product, online and in-store merchandising ideas and marketing strategies that leverage That Flower Feeling. Offering these valuable educational programs to your customer base will help them to increase consumer demand for flowers on an everyday basis, which is a win-win for both you and your customer!

Click Here to visit their website
Email: [email protected]


As many of you know, since 2015, CalFlowers has been a strong supporter of the Memorial Day Flower Foundation events across the country.  The Foundation’s mission is to place a fresh flower at the gravesites of our fallen soldiers each Memorial Day, in appreciation for their sacrifice and the sacrifices made by their families.

CalFlowers’ board Vice President, Jeanne Boes, and I both serve on the Board of Directors of the Foundation.  We feel that the placement of fresh flowers at the gravesites of our heroes is a powerful way to honor those who served in our armed forces.  This uniquely emotional event demonstrates the importance of fresh flowers that is tangibly felt by those grieving their lost loved ones and ancestors.

We are asking that you participate in this poignant, flower-driven event at Arlington National Cemetery this coming Memorial Day.

CalFlowers is requesting its member farms to consider two ways of supporting this important cause.  First and foremost, we are requesting that you consider providing up to 2,000 stems of flowers for the event.  Secondly, if you are not able to provide flowers directly, please consider a small, cash donation which CalFlowers will match dollar-for-dollar.

This year, the Foundation will be emphasizing California-grown flowers in Section 60 of the cemetery.  Section 60 is the area of Arlington where soldiers are interred, inurned, or memorialized who lost their lives in Iraq and Afghanistan.  It is a place that provides a stark reminder of the bravery of our young men and women who made the ultimate sacrifice.  This Section has 15,000 gravesites, and we plan to hand out an additional 5,000 blooms to Gold Star families.  Our goal is to have 20,000 stems of California flowers for the many thousands who will travel to Arlington on Memorial Day.

In addition, this year J Schwanke of Life In Bloom and uBloom is filming the Memorial Day Flower event as an episode of his television show, in Grand Rapids, MI.  We are seeking a total of 4,000 stems for this event.

We ask that, once you have decided in what way you might be able to participate, you advise us so we can anticipate and organize the flower supply.  We are mainly focused on procuring focal flowers.  Second-grade material is perfectly acceptable, and all colors will be appreciated.  We will provide you shipping instructions as we get closer to the event.  Donated product will ship from California between May 18 and 20.

Thank you for your consideration of this request, and please feel free to reach out to me with any questions you may have.

Steve Dionne
Email: [email protected]
(831) 479-4912 Ext. 5

2022-2023 Membership Dues Are Due June 1st!!!

Your 2022 - 2023 membership dues renewal notification were emailed on April 1. Make payment before June 1 to retain your member benefits, which include discounted transportation rates from FedEx, GLS, and OnTrac; your company listing in our online member directory; an invitation to the biennial Fun 'N Sun convention; networking opportunities within the floral community, and much more.  Look for your membership renewal email with a convenient link and instructions for how to pay your dues invoice using your credit card. 

Dues Payment Address Change:
If Paying by Check Make Payment to:
California Association of Flower Growers & Shippers
Attn:  Ken Rosin
6505 Rosemead Blvd., Suite #306
Pico Rivera, CA 90660

If you did not receive your dues renewal email on April 1 or have any questions or concerns, please contact Lani Conklin at (831) 479-4912 ext. 2 or via email at [email protected].

(Note: To ensure that you receive the dues renewal notification emails from CalFlowers, you can whitelist [email protected] by adding it to your list of Safe Senders.  If you are not sure how to do this, please contact your company's technical support team.)

Service First Processing Is A Great Member Benefit

Optimizing for the Current Reality and Predicting the Future

The Bloom Show by New Bloom Solutions and Above All Flowers is hosting a roundtable about cold chain logistics in the floral industry

Miami, FL, May 11, 2022 – New Bloom Solutions and Above All Flowers have brought the floral industry The Bloom Show, a show that covers everything about floriculture. With many exciting discussions and shows in the past, the latest panel discussion, “Cold Chain Logistics Roundtable,” is set to be another great one.

Previous shows like the Marketing Roundtable have been highly successful and well-received, garnering praise from many in the floral industry. Thus, The Bloom Show plans to continue providing valuable information and insights into the industry.

Click Here to read the full article.

For more information or questions, you can contact the host, Sahid Nahim, at (305) 975-2725 or email him here.


With the Mother’s Day Holiday behind us, it looks like we had a very strong shipping holiday. The weather cooperated and our carriers did a great job coming through for us.

For our FedEx Shippers, I strongly recommend checking the “Service Alerts” section of the FedEx website each morning for the latest. Here is the link:  Here you will find the most current alerts and service disruption alerts updated each day.

A few reminders:

  1. FedEx has reinstated the Money Back Guarantee (MBG) for CalFlowers members, however, keep in mind, delays due to hazardous or disruptive weather are not eligible for shipping credits.
  2. As of late, we have seen a rise in incorrect invoicing due lack of box dims being listed on the waybill.   As a best practice, be sure to indicate the box dimensions on your booking/waybill as this will help if there is a dispute regarding the size of your box and ultimately your invoice.

As costs rise for our carriers, surcharges have risen as well across the board.  For those members wanting to reference the latest FedEx Surcharges and Fees click here.  Remember, CalFlowers members have many significant discounts off of these surcharges which add excellent value to our program.  For a list our surcharge discounts, please refer to the FedEx Program Summary on our website.

For members looking for the latest Program Summary and Rates for 2022, we now have them posted up on our website for review.

For qualifying members wanting to contact their local FedEx representative, feel free to contact me and I will put you in touch with the right person.  It’s always a good idea to establish a relationship with your local FedEx field representatives who can help out when you need them or have questions.  

To all our new members who are just starting with FedEx shipping, they have a nice “Customer Training” service that is available upon request.  This service offers shippers direct one-on-one assistance from FedEx covering many of the questions new shippers may have.  If you are interested in signing up, please contact Chris Johnson [email protected].  FedEx also has some excellent information for new shippers on their website.  Visit: for a good summary of what FedEx offers

For members needing FedEx Tech Support, this phone number takes your right into the department (877) 339-2774.  They can help with many tech-related issues including guidance regarding on-line shipping platforms.

We would also like to remind members to stay current with their FedEx Express shipping invoices. FedEx payment terms are 15 days.  All members shipping on FedEx Express are expected to stay within the FedEx payment terms.  To obtain your invoice details and payment options, please contact FedEx Customer Service.

GLS is reporting record volumes at this time.  Combine this with weather and labor shortages causing operational challenges, on-time deliveries in some areas can be affected.

The good news here is that even though GLS has not officially re-instated their Money Back Guarantee (shipping costs), they HAVE amended that policy for CalFlowers members.  Our agreement with GLS now states that they will credit shipping costs to member shippers if the shipment is not delivered on the scheduled day of delivery.  Members will need to request this within 48 hours by contacting customer service by sending an email to: [email protected].  Include your account number, tracking number and explanation.  Let them know you are seeking shipping charges credited.

Regarding claims on product (inside the box), Generally speaking, GLS will entertain a claim if the box is missing / lost, or damage is present on the exterior of the package.  GLS will not generally process a claim simply if a box is delivered late.  For complete details, please visit

For members who have not downloaded the GLS 2022 Program Summary and Pricing, we have it available on our website.  This year we negotiated a modest 3% increase vs the 5.9% increase that went into effect for 2022.

The CalFlowers GLS program is one of our fastest growing, most value-priced offerings, with discounts over 70% off standard rates.  GLS offers later pick-ups and earlier deliveries while providing express door-to-door services covering CA, AZ, NV, OR, WA, NM, UT and ID.  Members who want to ship on GLS must sign up in advance. It’s easy and just takes a few minutes.  Please contact Chris Johnson for more details at (760) 533-5580 or [email protected].

Please use the Delivery Rates & Times Calculator to view delivery dates and estimated.


Please note, we have a new Account Manager in at Alaska Air Cargo, Mike Narowski.  Mike comes to us with a wide variety of air carrier experience and can be reached at [email protected] 

If you have been taking advantage of our new CalFlowers/Alaska Airlines shipping program, you know this offering really delivers when it comes to value.  Our program offers EXCELLENT pricing to many areas of the country from California, while adding a few new destinations such as Seattle, Portland, and Anchorage. Check out all the program details on our website.

As a reminder, JetBlue offers CalFlowers members exceptional express prices out of LAX / SFO to Boston, New York, Orlando, Fort Lauderdale, Puerto Rico and now NEWARK (EWR). 

These new rates are some of the best that we’ve see in some time.  For more information, please contact Chris Johnson at [email protected] or Mark Friedenthal at JetBlue Cargo (310) 490-2659.

NOTE: Transportation Rate information and documents are viewable/downloadable as PDFs on the CalFlowers Members Only site. Please note that these documents are considered sensitive material and are available to the primary contacts for Ag Buddy, Associate Floral, Associate Grower, and Floral members.

Welcome New CalFlowers Members

We are pleased to welcome the following new CalFlowers members from April 13 - May 12, 2022:

Associate Floral
Berkeley Florist Supply Co.

Miami, FL

Bloomtown Flower
Market LLC

Mount Pleasant, SC

Associate Service
Pagter Inc.
Allentown, PA 

Ph. 831-479-4912 | Fax 831-479-4914