More Americans enjoying more flowers more often...

Volume VIII, Issue 11

November 2022

In This Issue ...

  1. That Flower Feeling Foundation at IFTF
  2. The Passing of Battista Castellano
  3. New Member Spotlight
  4. Transportation Updates
  5. Welcome New CalFlowers Members 

2023 Events:

SAF "Phoenix 2023"
The Westin Kierland
Resort & Spa
September 6-9, 2023
Phoenix, AZ

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.

  CalFlowers Featured
"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: 






That Flower Feeling Foundation at IFTF

Last week, That Flower Feeling Foundation exhibited at the International Floriculture Trade Fair in Vifhuizen, Netherlands.

Executive Director of CalFlowers Association Steve Dionne, as well as CalFlowers board member and Marketing Chair Joost Bongaerts, brought the exciting “Self Care Made Easy” campaign to this important international trade show.

That Flower Feeling Foundation is a non-profit entity created by CalFlowers as a vehicle to fund ongoing consumer-direct marketing efforts in the U.S. market.  All companies in the floral trade – breeders, farms, exporters, wholesalers, retailers, and transporters - have the opportunity to voluntarily fund this revolutionary initiative designed to grow the consumption of fresh cut flowers in the United States.

“Previously, our funding efforts have focused on US-based companies – this was our first serious effort at engaging with offshore companies who rely on the U.S. market for the growth of their own companies,” said Steve Dionne.  “We received an outpouring of support from all segments, as the industry takes notice of the significance of our nationally-scaled efforts.”

Added Joost Bongaerts, “It’s been very encouraging to see the funding come in from all corners of the industry.  By promoting everyday use of flowers and maintaining a generalized approach that everyone can stand behind as a united industry, we feel we have the right formula for long-term funding success.”

The Foundation created a gorgeous stand using the same floral design team – The Wunderkammer – who constructed the lush floral imagery used in the ‘Self Care’ commercial and campaign.  With a large floral ring placed in front of the TFF backdrop, a perfect “instagrammable moment” was available to all convention attendees.  #Thatflowerfeeling was trending all week, as visitors continued to amplify TFF’s social presence via their own channels.

“We encourage all industry stakeholders to visit to see the campaign video, to download the professional marketing assets we have made available to the entire industry, and to click the ‘Donate’ button to see how easy it is for your company to support our efforts,” said Dionne.

For inquiries, please contact [email protected].

Click Here to watch the most recent video.

The Passing of Battista (Battie) Castellano

Oceanside, California – Battista Castellano, co-owner & operator of Mellano & Company, passed away on November 2, 2022.  He was 86 years old.

Battista Castellano (Battie) was born on February 1, 1936 in the tiny Italian village of Entracque, the youngest of four children. He served in the Alpini branch of the Italian military and then joined the Fiat corporation in Turin. Always the entrepreneur, he left factory life to return to Entracque where he started his own taxi business. In 1967 he moved to Artesia, California to marry his sweetheart, Rose Marie Mellano. In 1971 the family moved Mellano & Company’s growing division to Oceanside, California and Battie built their family home on 2.5 acres in the middle of the farm – the place he called his “paradise” and is where he passed away.

Battie was a true family man and a passionate farmer. He loved the fields of Mellano & Company and knew the farm like the back of his hand. He treasured his relationships with the field employees with whom he worked side by-side on a daily basis. His love of farming extended to their home with his numerous projects such as breeding orchids, raising koi, growing rare bananas, caring for his menagerie of animals and a garden that was the envy of everyone who came to visit. 

Battie was a devoted father and grandfather, but the true love of his life was his wife of 54 years.

He is survived by wife Rose Marie Castellano, daughters Ann Marie Castellano & Michelle Castellano Keeler, three grandchildren Julia, Amelia, & John Battista, his sister Orsolina Castellano Grosso, many nieces & nephews here and in Italy, as well as over 200 members of the Mellano & Company family. 

The funeral mass will take place today, Thursday, November 17 @ 1:30 p.m.  at the Mission San Luis Rey Catholic Church Sierra Center.

New Member Spotlight

Established in 1974, Continental Flowers is a leading grower, importer and distributor of fresh cut flowers. With several farms in Colombia, Continental Flowers grows its own Alstroemerias, Roses, Pompoms, and Disbuds. They have developed best-in-class cultivation, harvesting and packaging techniques that have been recognized by the breeders and proven by their customers’ loyalty.

At its core, Continental Flowers is a family business. Started behind the family’s flower shop, the company has always strived to exemplify family values. This has been essential to forming long-term, collaborative partnerships with many farms across South America that are equipped to deliver the same high-quality flowers the company cultivates. This global network of farms provides Continental Flowers countless varieties of quality flowers, spanning over 60 categories.

All flowers are imported into the Miami facilities where they are prepared for distribution. Continental Flowers currently serves over 800 clients comprised of large and mid-sized floral wholesaler distributors and mass market retailers, employing over 400 team members between the farms and distribution center. From their rigorous Quality Assurance protocol to their standing order and seasonal prebook programs, they employ time-tested processes so that their clients have the product they need when they need it. They also offer logistical solutions, e-commerce communications, system integrations, and custom labeling.

With a dedicated staff, state of the art technology in the production and transportation of their flowers, and a spirit of restless innovation, Continental Flowers has the resources needed to ensure that the end consumer will enjoy fresh, high-quality flowers.

To learn more about Continental Flowers Click Here.


Folks, the Holiday Peak season is here.  Thank goodness it’s not one of our main floral holidays because our carriers are VERY busy during this time as you can imagine.  The holiday season also happens to be in the middle of winter, so we have weather to deal with as well.  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.

Remember also that you can have your shipments held at your nearby FedEx Office instead being delivered to your door.  Having shipments held at your local FedEx office can help with heat management since your boxes will be stored in a temperature-controlled office rather riding in a warm truck all morning.  It’s also true that you can drop off your shipments at your local FedEx office.  This can be an advantage for some parts of the country where having your packages standing by in FedEx office is preferable to being in a truck for hours.

This is also an interesting site to visit for those looking for the very latest news from FedEx:

A few reminders:

  1. FedEx has reinstated the Money Back Guarantee (MBG) for CalFlowers members for Priority and Standard Overnight only.  however, keep in mind, delays due to hazardous or disruptive weather are not eligible for shipping credits. Remember also that the MBG is not automatic.  You need to request in on the website
  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.
  3. For those wanting to know who your FedEx representative is, or if you want to be contacted by FedEx, please email me your FedEx account number and I will respond with information on your FedEx contact.  Its always a good practice, if possible, to establish a relationship with your FedEx representative. They can be a valuable asset when needed.

As costs rise for our carriers, surcharges have risen as well across the board, especially FUEL.  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, they can be found posted up on our website with all our other shipping program.  Please visit

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.

The CalFlowers GLS program is one of our popular, 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].   

GLS also has a new revamped website.  Check it out at

GLS is reporting strong Holiday volumes currently.  As is customary with carriers during the peak season, GLS has a small surcharge.  For the months November and December, a $1 per box surcharge will be applied to residential deliveries only.

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) 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

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


For the latest in Alaska Cargo New, Check out this

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.

JetBlue now goes Non-Stop to Miami!

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

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 August 13 - November 16, 2022:

Associate Floral
Bunches Direct Florida LLC
Miami, FL

EC Flowers and More
Aventura, FL

Fortunate Orchard
Seattle, WA

H & T Wholesale
Phoenix, AZ

Hardin's Wholesale Floral
Liberty, NC

Lighthouse Flower Shop
Mesa, AZ

Mayesh - Charleston
North Charleston, SC

Mayesh - Raleigh
Morrisville, NC


Associate Grower
Nunica, MI

Associate Service
2Plant International LLC
Powell, OH

Olsen & Olsen Insurance Services
Pebble Beach, FL

Calily Flowerhouse
Oxnard, CA 

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