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  • Contains 6 Product(s)

    SAF has gathered our newest resources, as well as some glimpses back into last year, to get you ready for the upcoming winter holidays! Forecasting, Social Media, Consumer Insight, Website Optimization - all at your fingertips!

    SAF has gathered our newest resources, as well as some glimpses back into last year, to get you ready for the upcoming winter holidays! Forecasting, Social Media, Consumer Insight, Website Optimization - all at your fingertips!

  • Contains 1 Component(s)

    The floral industry has seen increased demand for cut flowers and foliage during the pandemic. How does the industry keep that momentum going?

    The floral industry has seen increased demand for cut flowers and foliage during the pandemic. How does the industry keep that momentum going?

    A group of industry leaders believes the answer is in creating a national floral marketing campaign, funded by assessments on domestic growers and importers. The program would be overseen by a proposed U.S. Floral Board in conjunction with the USDA.

    A drafting committee, which includes domestic growers, importers and wholesalers, is proposing the marketing order that, if passed by the industry, will lead to the formation of a 12-person floral board to oversee the marketing effort. The marketing order proposes assessing domestic growers and importers that sell more than $100,000 in cut flowers and foliage a small percentage of their sales. That money, which the committee estimates could total up to $19 million a year, would be used to fund a generic floral marketing campaign. The drafting committee believes the resulting marketing will increase the demand and value for cut flowers and foliage.

    In this panel discussion, three members of the drafting committee — Michelle Castellano Keeler, AAF, Mellano & Company; Oscar Fernandez, Equiflor/RioRoses; and Red Kennicott, AAF, Kennicott Brothers Company — will discussed the proposed marketing order and take questions.

    Speakers: Michelle Castellano Keeler, AAF, Mellano & Company; Oscar Fernandez, Equiflor/RioRoses and Red Kennicott, AAF, Kennicott Brothers Company

     

    Oscar Fernandez

    Director of Sales

    Equiflor/Rio Roses

    Oscar Fernandez is director of sales for Equiflor Corporation in Doral, FL. Fernandez has a bachelor's degree from Florida International University. With 24 years of industry experience, his expertise includes sales, marketing and education.  He serves on SAF's Board of Directors and is currently President Elect.  

    Michelle Castellano Keeler, AAF

    Vice President

    Mellano & Company

    Michelle Castellano Keeler is currently Vice President of Mellano & Company, a flower grower and distributor based out of Oceanside, California, where she oversees the company’s corporate and real estate matters as well as employee and legal issues. She has been a member of the California Bar since 2000 and maintains a private mediation practice focused primarily in family and landlord/tenant issues. She currently sits on the Board of Directors for Mellano Enterprises as well as the Society of American Florists in Alexandria, VA. Michelle is also a board member of Frank Toyota/Subaru/Hyundai on the Mile of Cars in San Diego. 

    Michelle represents several agricultural interests at the local, state and national level and represented California & Florida flower growers’ interests at the United Nations Montreal Protocol Meetings since 2003. 

    Michelle has previous legal experience in the Law Offices of Lugar & Pohl as an associate attorney and she also clerked for the Honorable Ronald H. Domnitz in San Diego Superior Court. 

    A believer in giving back to her community, Michelle is an active volunteer in her church, her children’s school and she is an avid traveler.

     

    Red Kennicott, AAF

    Chairman

    Kennicott Brothers Company

    Red Kennicott, AAF, has held two simultaneous careers from his teenage years to the present: he has been an Importer-distributor and wholesale florist of cut flowers, and has held all job positions.  Red is currently Chairman of Kennicott Brothers Company. Red has also been a grower of cut flowers at his family owned farms growing crops including peonies, lilac, willow and other field grown flowers. He is the Former owner of Woodstock Roses in Illinois and is the current owner operator of Midwest Blooms/Kennicott Kuts.  Red is a Past President of SAF and is also a member of SAF's Hall of Fame. 

  • Contains 2 Component(s) Recorded On: 09/22/2021

    Your long-term ability to retain top talent is dependent on how you reward employees. Floral businesses with solid incentive programs in place are finding they can compete with large corporations for talent and drive higher sales and profits. Discover how an incentive program revolutionized one florist’s business and how you can scale a program based on your business size and model. You’ll learn: • How to structure an incentive program for different positions. • How “blended” programs can work for teams that work across multiple departments. • How to avoid the typical missteps of bonus and incentive programs.

    Speakers: Chris Drummond. AAF, PFCI, Penny’s by Plaza Flowers Derrick Myers, CPA, PFCI, Crockett & Myers Associates

    Your long-term ability to retain top talent is dependent on how you reward employees. Floral businesses with solid incentive programs in place are finding they can compete with large corporations for talent and drive higher sales and profits. Discover how an incentive program revolutionized one florist’s business and how you can scale a program based on your business size and model. 

    You’ll learn: 

    • How to structure an incentive program for different positions.
    • How “blended” programs can work for teams that work across multiple departments.
    • How to avoid the typical missteps of bonus and incentive programs.


  • Contains 6 Product(s)

    All six on-demand sessions are available to you in this Convention package.

    All six on-demand sessions are available to you in this Convention package.  

    • Searching for the End of Uncertainty: Keynote and Panel 
    • Incentive Plans that Motivate and Retain Teams
    • Best Practices for Online Advertising 
    • Seed Your Future 
    • Milestones and Wonders of Ornamental Plant Breeding
    • How I Did It 
  • Contains 1 Component(s)

    COVID has unleashed a swath of consumers who are flocking online to buy flowers and plants. In his keynote address, Google’s Chief Search Evangelist, Nicolas Darveau-Garneau, provided a playbook for using online advertising to attract these consumers to your brand. Inspired by Nicholas’s insights, a panel of seasoned retailers who’ve implemented paid search and other online advertising tactics – and learned lessons along the way – share their own best practices for optimizing your paid acquisition strategy.

    Speakers: Chris Drummond. AAF, PFCI, Penny’s by Plaza Flowers, Maris Angola, Karin's Flowers, Nate Golter, Longmont Florist, Brennen Rigler, Albuquerque Florist

    COVID has unleashed a swath of consumers who are flocking online to buy flowers and plants. In his keynote address, Google’s Chief Search Evangelist, Nicolas Darveau-Garneau, provided a playbook for using online advertising to attract these consumers to your brand.

    Inspired by Nicholas’s insights, a panel of seasoned retailers who’ve implemented paid search and other online advertising tactics – and learned lessons along the way – share their own best practices for optimizing your paid acquisition strategy.

  • Contains 1 Component(s)

    Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally.

    Speakers: Liza Roser, FiftyFlowers, Pat Dahlson, Mayesh, Derrick Woodruff, AIFD, CFD, PFCI, CF, Floral Underground.

    Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally. 

  • Contains 1 Component(s)

    Learn how Seed Your Future is driving interest in careers in floriculture and horticulture, and how you can use their tools to do the same in your community.

    Speaker: Jazmin Albarran, Seed Your Future

    Learn how Seed Your Future is driving interest in careers in floriculture and horticulture, and how you can use their tools to do the same in your community.

  • Contains 4 Component(s) Recorded On: 09/22/2021

    Charlie Hall provides a snapshot of the state of the supply chain, the economic outlook for the post-pandemic world and how the industry will evolve over the coming years, including the changing role of the traditional florist, the increased importance of vertical coordination between segments and the consumer behavior trends guiding these insights. An industry panel reacts to Charlie Hall's keynote. Also included are Kate Penn’s Intro: “State of the Floral Industry” and Charlie Hall’s Research papers: Changes & Disruption in the Floral Industry and B2B Commerce in the Floral Industry.

    Keynote Presentation: Searching for the End of Uncertainty

    Speaker: Charlie Hall Ph.D., Ellison Chair in International Floriculture, Texas A&M University

    The uncertainty of COVID forced florists to reimagine business models and implement within months changes that would have taken years before. After adapting to these new ways of doing business the industry is now in a vastly different economic climate.

    Driven by research and real examples from the past year, Charlie provides a snapshot of the state of the supply chain, the economic outlook for the post-pandemic world and how the industry will evolve over the coming years, including the changing role of the traditional florist, the increased importance of vertical coordination between segments and the consumer behavior trends guiding these insights.

     

    Panel Reaction: Searching for the End of Uncertainty

    Facilitator- Charlie Hall Ph.D., Ellison Chair in International Floriculture, Texas A&M University

    Panelists: Anne Stewart, Smithers-Oasis, Victor Giorgini, Equiflor – Rio Roses, and Susie Bachman West, Bachman's, Inc.

    A panel of industry leaders dig into Charlie Hall’s post-pandemic insights during a roundtable discussion about how the shifting economic, consumer and business landscape will influence operations and overall business strategy for the next five years.

    You’ll Learn

    ·       What the retailer, wholesaler and producer look like in 2022 and 2030?

    ·       How should the shifting consumer behavior, technology and the economy influence how you do business in 2022 and beyond?

    ·       How should the industry adapt to supply chain disruption?

  • Contains 1 Component(s)

    Be a plant breeder for a day! Follow along as we breed, trial and launch a new variety into the market. Get an inside look at how plant breeders work alongside with nature to bring new and exciting colors, habits and textures to brighten our world. Learn how industry input into this process can help us create better varieties for you!

    Milestones and Wonders of Ornamental Plant Breeding

    Speakers: Jason Jandrew, Pan American Seed; Juana De La Torre, Ball SB  

    Follow along as the team from Ball SB breed, trial and launch a new seed variety into the market. Get an inside look at how plant breeders work alongside nature to bring new and exciting colors, habits and textures to life and brighten our world. Learn how industry input during the breeding process can help create better varieties.

  • Contains 1 Component(s)

    Be a plant breeder for a day! Follow along as we breed, trial and launch a new variety into the market. Get an inside look at how plant breeders work alongside with nature to bring new and exciting colors, habits and textures to brighten our world. Learn how industry input into this process can help us create better varieties for you!

    Milestones and Wonders of Ornamental Plant Breeding

    Speakers: Jason Jandrew, Pan American Seed; Juana De La Torre, Ball SB  

    Follow along as the team from Ball SB breed, trial and launch a new seed variety into the market. Get an inside look at how plant breeders work alongside nature to bring new and exciting colors, habits and textures to life and brighten our world. Learn how industry input during the breeding process can help create better varieties.