More Americans enjoying more flowers more often...

September 2023

In This Issue ...

  1. CalFlowers Wins Marketer of the Year Award 
  2. CalFlowers Member Appreciation Meeting
  3. Life In Bloom Viewers Can Win Flowers from Ocean Breeze Farms
  4. Member Benefit Spotlight: Service First Processing
  5. New Thrips and Botrytis Resources From American Floral Endowment
  6. Transportation Updates
  7. Welcome New CalFlowers Members 

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:




CalFlowers Wins Marketer of the Year Award 

Each year the Society of American Florists honors the best in floralmarketing with the coveted MOTY (Marketer of the Year) award. The award was revealed this morning at SAF's 29th Annual Innovation Breakfast at SAF Phoenix 2023. We are proud to announce that CalFlowers took home the prestigious honor for the That Flower Feeling initiative. The MOTY Award focuses on the most unique, innovative, and successful marketing efforts that have shaped the floral industry year to year.

Pictured on the cover from left to right:

  • Joost Bongaerts, Florabundance, Inc., TFF Co-Chair, CalFlowers Board of Director
  • Jeanne Boes, S.F. Flower Market, TFF Co-Chair, CalFlowers Vice President
  • Steve Dionne, CalFlowers & TFF Executive Director

That Flower Feeling is a successful collaborative marketing campaign, that was launched in 2022 by CalFlowers. The nationally scaled, consumer direct marketing campaign was created to raise per-capita consumption of fresh flowers in the United States. Within one year, the campaigns’ self care focus has reached over 88.1 million consumers in the U.S. and has put fresh cut flowers in the forefront of consumers' minds.  

Click Here to read the full press release. 
Click Here to read the SAF Article.

CalFlowers Member Appreciation Meeting Was A Huge Success!

Pictured above from left to right: Bonny Dougherty, Glad-A-Way Gardens Inc., Jeanne Boes, S.F. Flower Market & CalFlowers Vice President.

One of the main benefits of being a CalFlowers member is the ability to connect with fellow floral colleagues. We organize gatherings that facilitate knowledge-sharing and network building.

We recently hosted our bi-annual Member Appreciation meeting in San Diego, California, where we enjoyed connecting with new and familiar faces, and discussing the future of the Association and our programs. We look forward to continuing these discussions and seeing more of our flower friends soon! Until then, please enjoy the memories that were captured at the event by our members.

Pictured above from left to right: Greg Coleman, Mayfield Florist, Inc., J Schwanke and Kelly Blank of

If you have photos to share or suggestions on how to better CalFlowers’ offerings, please reach out to Jordan, ([email protected]).

Thank you to the following companies for their valued sponsorship of the 2023 Member Appreciation Meeting:



Life In Bloom Viewers Can Win Flowers From Ocean Breeze Farms

At the recent CalFlowers meeting, members learned that J Schwanke’s Life in Bloom viewers continue to respond to the show by arranging flowers for themselves. In fact, the constant stream of flower pictures from viewers inspired a new feature for season 5 of the show – titled “Flowers from YOU!”.

Ocean Breeze Farms wants to thank viewers and inspire their flower fascination further.

“After my presentation to the CalFlowers board and membership, Mike Furlong and Ivor Van Wingerden, from Ocean Breeze Farms, told me they noticed the pictures shared by viewers,” said J Schwanke, host and creator of J Schwanke’s Life in Bloom, seen on public television (PBS) stations nationwide. “They took special note of a particular image of a viewer in front of a flower display at a retail location. I told them how that particular viewer travels 40 minutes each way, weekly, in order to purchase flowers, there, and how much they enjoy the selection and quality.”

This impromptu exchange led to a brainstorming session on different ways of amplifying the viewer engagement even more. Mike and Ivor wanted to find a way for Ocean Breeze Farms to become involved in Life in Bloom’s efforts to engage viewers and educate them on the health and wellness benefits flowers offer.

Click Here to read the entire press release.

Member Benefit Spotlight:
Service First Processing

Unlock the Power of Savings and Service Excellence with the CalFlowers Credit Card Processing Program!

CalFlowers has put together a special merchant program created just for our members. Discover the power of the SFP/CalFlowers Merchant Processing Program that has flourished since 2020.

Savings that Grow:
In these competitive times, managing costs is essential. Our program is dedicated to easing the financial burden by offering substantial cost reductions on credit card processing. 100% of CalFlowers members statements that we have analyzed, showed a savings with the program. Currently, the average reduction in processing cost for members is $5,568 or 15%.

Bountiful Benefits:
Enjoy a suite of benefits as a CalFlowers member, including an annual 10% rebate, access to free loaner equipment, a 60/90-day trial period, a dedicated Calflowers member helpline, and free enhanced reporting tools.

Tailored to You:
After years of working in the floral industry, SFP gained the knowledge that allows them to tailor our program to your needs. They understand the floral business dynamics, the importance of peak-season transactions, and the value of reliable payment processing.

Service Excellence at Your Fingertips:
At Service First Processing, exceptional customer service isn't just a promise – it's their foundation. Their dedicated support team is ready to assist, ensuring your experience is always outstanding.

Maximize your Calflowers Membership with the SFP Credit Card Processing Program. For any inquiries or more information, contact SFP at 855-632-9862 or a[email protected]. Let's continue cultivating success together.

New Thrips and Botrytis Resources From American Floral Endowment

Tank Mixes of Biorational Products can provide Botrytis Blight Control on Roses Comparable to the Best Chemical Fungicides.

We are excited to announce the launch of AFE’s Thrips and Botrytis Research Library! This library is the result of a special research campaign, established in 2017 through discussions with industry members, to address the control and management of Thrips and Botrytis. Here you will find the latest in research, new resources, and webinar recordings all in one place. CalFlowers, along with other prominent industry sponsors, were instrumental in making this happen! The following are the latest key findings from one of our research projects out of Clemson University.

You can find the full article here.


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. FedEx has reinstated the Money Back Guarantee (MBG) for CalFlowers members for Priority and Standard Overnight only. 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.

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 – SFO
  • FAT to SAN
  • SAN to SFO
  • SAN to STS
  • SFO to SNA
  • SNA to STS.

For the latest in Alaska Cargo News, Check this out:

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 Members

We are pleased to welcome the following new CalFlowers members from August 3 - September 10, 2023:

Associate Floral
Express Cargo Services Inc
Miami, FL

Horton Wholesale, Inc.
Montgomery, AL



Associate Grower
Welby Gardens LLC
Arvada, CO

Carpinteria, CA 

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