November 2023

In This Issue ...

  1. Bay Area Flower Farms Burst with Marigolds for Día de los Muertos
  2. Last Chance to Boost Your Business with Exclusive Ad Space + BOGO Deal!
  3. That Flower Feeling Webinar Recording is Now Available!
  4. The Passing of Vincent "Mickey" Ivicevic
  5. Press Release: 2023 Bloom Show Season Finale with Charlie Hall and Melinda Knuth
  6. The Passing of Kathleen “Katie” Kennicott 1936 - 2023
  7. How Do Our Brains Respond to Yellow Flowers?
  8. Member Spotlight: Arizona Flower Market Wholesale Division
  9. Transportation Updates
  10. Welcome New CalFlowers Member

Save The Dates

2024 Fun 'N Sun Floral Convention
Omni La Costa Resort & Spa
September 4 - 7
Carlsbad, CA

 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.

2023 - 2024
Membership Directory Available Online

To purchase additional printed copies of the 2023 - 2024 Membership Directory please  Contact Jordan Richardson.

For Members Only Access

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

Social Media

Show That You Are A Proud Member of CalFlowers!

CalFlowers Members in good standing are now welcome and encouraged to use the CalFlowers logo to show that they are proud members of the Association. Read the full logo policy, suggested uses, and download the logo by visiting the CalFlowers membership portal and selecting “Marketing Tools” on the dropdown menu:




Bay Area Flower Farms Burst with Marigolds for Día de los Muertos

Like many California flower farmers, Lupe Rico has been in a frenzy over the last few days — cutting most of the 30,000 marigolds he grew on his Colma farm in time to sell for Día de los Muertos celebrations.

Pictured Above: Raul Dueñas, a wholesaler for Rafa Flowers, wraps marigolds at the San Francisco Flower Market in San Francisco on Oct. 26, 2023.

“This year, we grow a lot because we always come up short,” says Rico, a second-generation farmer. “We put some more this year, and we’re going to see what happens.”

It’s impossible to imagine Día de los Muertos, which begins Wednesday, without marigolds. These many-petaled flowers adorn the altars made for the holiday. The flowers’ bright orange color and sweet, earthy smell are believed to help lure the souls of the dead from their graves.

Rico sells his flowers at the San Francisco Flower Market, a wholesale market housed in a row of cavernous warehouses in the city’s SOMA neighborhood. The market has over 4,000 registered buyers.

In the days before the holiday, Rico says, the warehouse will fill up with marigolds.

“You’re going to see orange everywhere,” he added.

Many regional flower wholesalers say marigold sales have gone up in the past few years. One likely reason is the 2017 Disney film Coco about Día de los Muertos.

Click Here to read the entire article from KQED.

Last Chance to Boost Your Business with Exclusive Ad Space + BOGO Deal!

This is the last chance to reach over 1,000 floral stakeholders by advertising with CalFlowers. CalFlowers is offering BOGO advertising space in the Membership Directory and Fun ‘N Sun Convention Booklet. See ad details here.

Why Advertise with Us?

  • Reach Your Target Audience: Our ad spaces are strategically placed to ensure that your message reaches stakeholders across the floral supply chain. 
  • Brand Visibility: When you advertise with us, you get more than just space; you get visibility. Become a prominent figure in your industry that will make you stand out. 
  • Affordable Options: We understand that businesses of all sizes have unique budgets. That's why we offer a range of ad sizes and packages, so you can choose the one that fits your needs.
  • Multi-Platform Exposure: Your ad won't be limited to one channel. It will feature across our print and online directory, as well as the Convention Booklet, ensuring you reach potential customers through various touchpoints.

Don't miss out on the chance to get noticed by the people who matter most – your customers. You do not need to be a member to place an ad. Please contact Jordan ([email protected]) no later than November 10th with your request. Artwork must be sent by 11/17/24.

Thank you for considering this exciting opportunity. We can't wait to help your business thrive through the power of advertising.

That Flower Feeling Webinar Recording is Now Available!

Were you able to attend the recent That Flower Feeling webinar, Mastering Floral Marketing Assets: A Path to Business Growth? If not, you are in luck! The recording is now available to watch at

A few key takeaways from the webinar include: 

  • How to make the free assets your own
  • Strategies on leveraging and incorporating the assets into your existing brand 
  • Marketing tools used to increase audience reach

And much, much more. 

Thank you to, 



Webinar Sponsor: 

The Passing of Vincent "Mickey" Ivicevic
A Message from his son, Richard:

For those of you who don’t know, my dad, Vincent “Mickey” Ivicevic passed away October 18th at his home in Vista. He gave the floral industry over 60 years of his life. He enjoyed doing business with so many of you.

He was a pioneer when it came to growing carnations and roses in Mexico. At one point he was the biggest miniature carnation grower in Baja California. In the 70’s, he was one of the firsts to bring bouquets into the supermarkets and would tell people there would be a florist inside every store. Truly a visionary in his own right and he taught me so much about the floral industry as well as life.

He enjoyed tennis, golf, deep-sea fishing and of course traveling the world.

He was married to my mom, Donna, for 66 years. They raised 6 children together and grew their family to 19 grandchildren and 27 great grandchildren and counting. He was bigger than life and will be greatly missed. I am so proud to call him my dad.

There will be a celebration of life November 18th from 11 a.m. - 5 p.m. at 2132 Elevado Rd. Vista Ca. 92084

Please contact Rick Ivicevic for any additional questions or information - (760) 815-4559 or [email protected].

Richard Ivicevic
San Marcos Wholesale Flowers Inc. 

Press Release: 2023 Bloom Show Season Finale with Charlie Hall and Melinda Knuth

For Immediate Release:
Get ready to dive into the vibrant world of flowers, trends, economic impact and sustainability as we bring you the grand finale of the 2023 The Bloom Show on November 28, 2023, at 1 p.m. EST.

The Bloom Show is thrilled to announce their special guests, Dr. Melina Knuth and Dr. Charlie Hall, who will join their host, Sahid Nahim of Above All Flowers and New Bloom Solutions. They will share the latest floral industry trends, economic impacts, pricing effects, and the role of sustainability in shaping the industry's future.

Meet our distinguished guests:

Dr. Charlie Hall, Chief Economist for American Hort and a respected Green Industry expert is renowned for his contributions to ornamental horticulture research. He's an Honorary Lifetime Member of several horticultural associations. He’s also a professor at Texas A&M University.

Dr. Melinda J. Knuth, Assistant Professor at North Carolina State University, whose research explores the fascinating connection between people and plants, shedding light on consumer preferences and perceptions.

Don't miss this enlightening conversation that will provide valuable insights to help businesses in the floral industry thrive.

Save the date: November 28, 2023, at 1 p.m. EST.

Watch it here live:

For more information, visit The Bloom Show. Make sure to hit that subscribe button on our YouTube channel and turn on the notification bell to stay updated on all our The Bloom Show episodes! Make sure to tune in and be a part of this insightful and colorful experience.

Media Contact:
Jeremy L. Reguyal
[email protected]


The Passing of Kathleen “Katie” Kennicott 1936 - 2023

Kathleen “Katie” Kennicott, who became a beloved fixture in the floral industry over six decades as she worked alongside her husband, Harrison “Red” Kennicott, AAF, at the Chicago-based flower wholesaler Kennicott Brothers, died October 13. She was 86.

Katie Kennicott (right) with her granddaughter, Paige Kennicott Jacques, and husband, Red Kennicott, AAF, at SAF’s convention in September.

Katie graduated from Michigan State University and worked as a teacher for five years, until family duty called — both personally and professionally.

“When my sister, Laura, was born, my mother took the role of being a caregiver and homemaker,” recalls Katie’s son, Stephen Kennicott of Kennicott Kuts, a grower that specializes in peonies, perennials, and shrubs. That gave her the opportunity to get involved with Kennicott Brothers as a customer relations representative.

One of the relationships Katie cultivated was with Dawn Larimar, who was working at the Kirk Company, a Christmas tree supplier that had a floral division. Larimar described Katie as welcoming and inclusive.

“She knew not only all the officers of the companies, she knew the spouses, she knew the workers,” says Larimar. “She wasn’t just talking to the president. She wanted to talk to that person who made the bouquet. So she really made people feel important and welcome and remembered.”

Katie’s knack for making customers feel special was a huge benefit to the business.

Click Here to read the full article.

How Do Our Brains Respond to Yellow Flowers?

What is in a color? There is a sense of hope and motivation to be more, it is a reminder that we are immensely capable.

Flowers hold the immense power of evoking desirable emotions and feelings within us. Some feel a sense of being loved, cared for, and valued but what about the yellow flowers, whether roses or summer flowers? Have you ever wondered what impact yellow flowers have on your brain, what do they trigger?

When you are gifted yellow flowers, right off the bat, what kind of emotions would you experience? If you were sad do your brain's serotonin neurotransmitter levels rise, or does the feel-good neurotransmitter dopamine get triggered? Here is a detailed view of the impact of yellow flowers on the cognitive process, meaning, and significance of yellow flowers.

Color Psychology, Effects of the Yellow Color

Color psychology reckons that colors have a way of impactinghuman emotions, behaviors, and cognitive processes. Though different colors can evoke varied emotions, these feelings can either be positive or negative depending on the exposure levels. However, the color yellow has been established through the study of color psychology to be associated with optimism and joy, when people get exposed to the color yellow, their moods and inspirations get elevated tremendously.

Click Here to read the entire article by Thursd.

Member Spotlight: Arizona Flower Market Wholesale Division

Arizona Flower Market's Wholesale Division is a thriving hub for florists across the Valley, providing an extensive range of exquisite blooms and unmatched customer service. With a commitment to excellence and a dedication to the floral community, they have become the go-to source for fresh flowers and floral supplies.

"What sets us apart is our global reach and impressive buying power. We source our flowers from over 200 farms in Colombia, Ecuador, Miami, and California, ensuring a vast selection of premium flowers from around the world. This extensive network allows us to offer the freshest and most diverse range of blooms to our customers, giving them a competitive edge in the market.

Our wholesale division is more than just a supplier; we are a partner in the success of our customers. We pride ourselves on exceptional customer service, ensuring that each florist's unique needs are met with personalized attention. Our team is knowledgeable and passionate about the floral industry, and we're dedicated to providing ongoing education and support to help our customers flourish in their businesses.

Innovation is at the heart of what we do. We are constantly seeking new ways to improve our services, from offering the latest floral trends to streamlining the ordering process for convenience. As the floral industry evolves, so do we, ensuring that our customers have access to the best tools and resources to stay competitive and creative.

At Arizona Flower Market's Wholesale Division, we are more than suppliers; we are partners in growth. Our commitment to quality, service, and innovation empowers florists across the Valley to create stunning, unforgettable floral arrangements. We are not just a flower market; we are a community dedicated to the art of floristry."

Visit to learn more and be sure to give them a follow on Facebook and Instagram.

If you are a CalFlowers member and would like to be featured in a future member spotlight, please fill out this form and send it to [email protected]


This month we’d like to pass on some basic, but helpful information on filing product claims and surcharges. Although these two documents, created by FedEx, came out earlier in the year, they are an excellent resource. This first resource offers information regarding surcharges and fees. Keep in mind that the CalFlowers program offers members MANY surcharge and fee reductions that are significantly lower than these standard surcharges, however it’s still a good reference point and has some clear definitions on what each fee/surcharge is. If you would like a summary of your program surcharge / fee discounts and waivers, please check our website or email Chris Johnson ([email protected]) for a copy.

The second resource is very helpful when you need to file a claim for damaged or lost product. Keep in mind, a product claim is different from our Money Back Guarantee, which applies to shipping charges and is handled differently. Product claims are more involved and can be confusing, but this resource helps navigate the process.

One more valuable resource has to do with any current Service Alerts. We suggest that you check this daily update each morning before shipping. 

A few other reminders:

  1. Each year FedEx imposes additional surcharges during the peak shipping season. That time begins October 2 and extends through January 14th. FedEx now calls it “Demand” season. Most of these Demand season fees ($6.95) do not apply to us except for boxes that are:
    1. Over 50 lbs.
    2. Greater than 48” in length
    3. Or irregular size

For more information on these end of year Peak/Demand fees, click here:

  1. The FedEx Money Back Guarantee (MBG) for CalFlowers members is still only for Priority and Standard Overnight. Unfortunately, FedEx has not reinstated the MBG for 2-Day or Express Saver (3 day) services. Delays due to hazardous or disruptive weather are not eligible for shipping credits. Remember also that the MBG is not automatic and you will need to request it within 14 days via the website
  2. I have also seen an increase in incorrect billing mainly due to scanning errors creating incorrect box sizes and/or logging incorrect weights making the invoice typically higher than expected. To inquire, contact the FedEx billing department (800) 622-1147 and have them open a file/case. They will investigate and be in touch. If you need help, your local FedEx rep can help. See #4 below.
  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. It’s always a good practice to establish a relationship with your FedEx representative. They can be an asset when needed.
  4. 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 temperature management since your boxes will be stored in a temperature-controlled office rather riding in a truck all morning. It’s also true that you can drop off your shipments at your local FedEx office. This can be 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.
  5. As we know, keeping an eye on the weather, nationally as well as locally is important, and a great way of doing that is by routinely checking the “Service Alerts” section of the FedEx website each morning for the latest updates. Here you will find the most current alerts and service disruption alerts updated each day.
  6. Find the latest news from FedEx here

For members looking for the latest Program Summary and Rates for 2023, they can be found posted up on our website with all our other shipping program. Please visit

To all our new members who are just starting with FedEx shipping, they have a helpful “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 via email: [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.

For members shipping on GLS, please note that from Oct 30th to Jan 7th, shipments will incur a “Peak Season Surcharge” of $1.25 flat fee per shipment. This is discounted from their current $1.50 fee. Keep in mind this only applies to Residential deliveries.

The CalFlowers GLS program is one of our popular, most value-priced offerings, with discounts well 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 has been very receptive to our requests for program improvements.  They have added the following features to our program for members to utilize.

  1. GLS will now honor product claims. Yes, if GLS is at fault (acts of God, not included) and the product arrives damaged, significantly late, or just missing, members now can file a claim. We highly recommend member shippers to indicate the correct Declared Value to be covered.
  2. GLS will credit (100%) of the shipping costs if your shipment is not delivered on the day promised. Bad weather is excluded. Members will need to request this within 48 hours at [email protected]
  3. GLS has given our account access to a special premium team of Customer Service agents. This high-level group was designed for fast response and problem solving. Please contact Chris Johnson for access to this important resource.
  4. GLS has a new revamped website. Check it out at Additionally, I recommend trying this handy Delivery Rates & Times Calculator to view delivery dates and estimated time of arrival.


For our members shipping cargo on airlines, we’d like to remind you that just we had a significant update to our Alaska Air Cargo program. We are pleased to add the state of Alaska to our discounts! Now members in Alaska can ship OUTBOUND nationwide, from any major airport in Alaska (serviced by Alaska Airlines), for super discounted Express rates. Member shippers just need a CID number and to sign up with us. 

Additionally, we added SEA and PDX to our program. Now the Pacific Northwest can ship to California at our highly discounted Express rates. Again, members just need a CID number and to sign-up.

Did you know Alaska Airlines is the largest airline operator out of San Diego. They have 67 daily flights to 33 non-stop destinations.

Newly added lane segments from Alaska Airlines are:

  • SAN to IAD in August
  • SAN to TPA and EUG in October

Alaska Airlines has also added frequency to these lane segments:

  • LAX to SFO
  • FAT  to SAN
  • SAN to SFO
  • SAN to STS
  • SFO to SNA
  • SNA to STS

For the latest in Alaska Cargo News, Check out:

Here is also a handy link for commonly asked questions:

For members wanting to get in touch with our Alaska Air Cargo Regional Sales Manager, California, Mike Narowski 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, Portland, Seattle and now Alaska. Check out all the program details on our website. To sign-up, contact Chris Johnson at [email protected].

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 Member

We are pleased to welcome the following new CalFlowers member from October 14 - November 2, 2023:

Associate Floral
Prime Petals LLC
Miami, FL 

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